Brief History Of Coca Cola Co. And Coke Zero Case Study

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SECTION I: Product Brief History of Coca Cola Co. and Coke Zero An Atlanta Pharmacist by the name of Dr. John S. Pemberton established Coca-Cola Company in 1886 in Atlanta, Georgia. (Coca-Cola Company 2014) He began with the idea of creating a distinctive soft drink, flavored by syrup mixed with carbonated water that sold at soda fountains. After trying several experiments, his bookkeeper Frank M. Robinson tested one of his last experiments and agreed that it was his best one yet. Mr. Robinson is actually the one who is credited for naming the soft drink Coca-Cola. Surprisingly, during the first year of sales, Coke averaged to nine servings per day in Atlanta. Now days, servings of Coke are estimated at 1.9 billion globally. (Coca-Cola Company 2014) The first marketing efforts in Coca-Cola history were through coupons promoting free samples of the soft drink. In the time period of 1887, couponing was one of the most popular advertising tactics at the time. Although Coca-Cola has several products, Coke Zero was on of Coca-Cola’s largest product launch in 22 years. Coke Zero was released in the year of 2005 and is still on the shelves today. It is a low calorie drink marketed to taste exactly like Coca-Cola, and less like Diet Coke. (Coca-Cola Company 2014) Products and Services Provided Coca Cola Company is the most popular and biggest selling soft drink in history, as well as the best-known brand in the world. Coca-Cola Co. has several best selling products on the shelves such as Coca Cola, Sprite, Fanta, Diet Coke, Coke Zero, Dasani, Minute Maid, Powerade, and Mello Yello. These are only few of the products that Coca Cola Company has to offer. The original Coca-Cola soft drink was patented in 1887, and registered as a tradema... ... middle of paper ... ...ecycling Coke Zero bottles increased by 12%. (Coca-Cola Bottling Company 2014) SECTION III: MARKETING In-Store Evaluation of Coke Zero The store that I selected was Wal-Mart Supercenter in Jonesboro, Arkansas (1911 West Parker Road). As I was browsing through the soda isle, Coke Zero wasn’t very easy to find. The sodas that stood out were Coca-Cola and Pepsi. It was almost as though the soda was arranged from best selling to the off brands. Honestly there weren’t any actual suggestions to the manager that I could say since the best selling products are in front. Coke Zero wasn’t the best selling soda in the store, so they didn’t place it out there for everyone to see since it’s not a top product. The top soda products were in fact in plain sight, earning more revenue for the Wal-Mart store. Prices by size and package type of Coke Zero and two competitors

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