Tesina sulla Coca Cola

Giada Gallo

Istituto Comprensivo

Baldessano – Roccati

Carmagnola

5ª B Indirizzo Tecnico

Commerciale

Percorso interdisciplinare che tratta del fenomeno di sviluppo, crescita e politica economica dell’azienda che, a livello internazionale, ha cambiato il modo di vedere l’azienda ed il marketing. Si tratta del colosso Coca-Cola Company, che ha sfruttato sempre al massimo le opportunità fornite dai mercati in continuo cambiamento per svilupparsi globalmente diventando così la più grande azienda multinazionale del mondo. Molti proprietari, tutti grandi uomini, che hanno lasciato la loro impronta nella società e nel mondo.

Indice degli argomenti

Cos’è la Coca-Cola

 Inglese

 A …

 T The beginning

T

 He influence of the prohibitionist laws

C ’

 Oke s develop

C ’

 Andler s new strategies

Storia

 L P G

 A società durante la rima uerra

M ondiale

U …

 N altro conflitto

I

 L dopo guerra

U

 N nuovo imprenditore

C -C :

 Oca ola simbolo del capitalismo

Francese

 P :

 Ublicité mascotte et sponsor

U

 Ne société en franchise

À

 Chaque état son cola

Economia

 R : ?

 Icetta segreta paura o strategia

B

 Oicottaggio

E ’

 Ffetti sull organismo

M ’

 Arketing al giorno d oggi

T l’A : C -C

 Erremoto a quila oca ola veste

Griffato

A

 Lcune curiosità

C ’ C -C ?

Cos’è la Coca-Cola

La Coca-Cola è la bevanda analcolica più conosciuta e più venduta al mondo. Porta il nome della società che la produce e che ne detiene il brevetto, la Coca Cola Company. È stata inventata da un farmacista di Atlanta, John Stith Pemberton, nel 1886 nel giardino dietro casa sua, al n.107 di Marietta Street. La Coca-Cola ormai è un simbolo della società moderna John Stith e regala un senso di “casa” e di uguaglianza Pemberton alle persone di tutto il mondo, come disse Andy Warhol.

Inglese



A …

T the beginning

1.

The concoctions that were sold at that time, the ancestors of the Coke we drink today, arose in the world a few years earlier. So let’s go back to 1884 ...

“Pharmacist” at the time was an overused word: every person who had 5 dollars in its case could buy a license that would allow him to give any type and kind of powder and ointment to the poor unfortunate customers, who often found themselves to take poison or strong purgatives. Pemberton made this. Most of the compounds that were on the market and which were sold as miracle cures for any kind of disease contained large quantities of alcohol or drugs, and In 1884, the General and former U.S. President Ulysses often Simpson Grant was suffering from throat cancer. To cheer him on, his doctor prescribed him some cocaine. He drew so much benefit that the cocaine was publicized throughout all the Northern America as the “miraculous both, as the Laudanum, painkiller opium and alcohol-based. But Pemberton managed to combine, in blackish syrup, alcohol and the new substance that could bring people in "wonderland": the cocaine. Pemberton began to use the winning trio alcohol - cocaine - caffeine in many of his creations, including "Pemberton's French Wine Coca", inspired by the Italian "Mariani Wine".

1. The influence of the prohibitionist laws

In 1885, with the promulgation of the first prohibitionist laws, alcohol was banned. The most important ingredient of Pemberton’s drink was illegal. The pharmacist was desperate.

In that period only 5 “cafés” were licensed, so allowed to sell beverages. Pemberton’s objective was to create something to sell in cafés. So he wanted to turn his drink into a nonalcoholic beverage, in order to beat the competition.

The result was a beverage with a really strong taste, because of the massive dose of cocaine and cola. Pemberton added some sugar and acids and sell it in cafés with the name of “Coca-Cola”, a name invented by Pemberton’s bookkeeper, Frank Robinson, because he thought that it had a good sound.

He began to sell it in the shop of his neighbor and friend, Willis Venable. Pemberton convinced him to mix a little syrup with water and taste it. Venable liked it and decided immediately to sell it for one nickel a glass, telling his customers that syrup was a great remedy for insomnia, headache, impotence, baldness and constipation. C ’

Oke’s develop

2.

At that time coke was smooth, flat and non-sparkling. The change was made accidentally. A gentleman, John Wilkes, who had a headache because of the hangover, asked for a coke in Venable’s café. The waiter accidentally mixed the syrup with sparkling water. Wilkes loved that mix, and he complimented the waiter for the innovative idea. Since that “accident”, it has been customary to drink sparkling Coke. Coke didn’t have so much success under Pemberton’s direction. During the first year only 92 liters of syrup, which means 3200 glasses, were sold. The sell yielded $50.00, but Pemberton spent $73.96 for the advertisement campaign.

The next year the sales increased enormously, reaching 4,000 liters. But Pemberton was sick and he didn’t have the necessary capital to advertise the drink.

In July 1887 Pemberton offered his friend, George Lowndes, two-thirds of property rights on Coke’s formula. Lowndes called Venable for an agreement: if Venable took upon himself to sell the drink, Lowndes would lend him the money to start this new venture.

Venable began to produce Coca-Cola in his spare time, George Lowndes was not happy with the result. Orders were piling up because Venable was too busy to execute them. Then Lowndes bought

th

Venable’s participating share on 14 December 1887 and soon gave two-thirds of the company to Woolfolk Walker and his sister, Mrs. MC Dozier. Walker then recruited two men to help him in the business.

One was Joseph Jacob, owner of the Jacob’s Pharmacy where all the equipment necessary to produce Coca-Cola syrup was stored and the other was a successful pharmacist, Asa Griggs Candler. He wasn’t a genius, but a social climber: he arrived in Atlanta 4 years before and he had searched for a job in every pharmacy in Atlanta. He had been to Pemberton’s too, but this last one refused the offer.

The three became partners of a new company called Walker, Candler and Company. On 14 April 1888 they bought the third remained part for $550.00. At this point, Walker and his sister had two-thirds of the property of Coca-Cola and Candler one-third. On 17April, Candler bought another third from the Walkers, becoming the largest owner. Pemberton died four months later, on 16 August 1888, because of his dependence on the cocaine.

th

On 30 August 1888 Candler bought the exclusive manufacturing right of the recipe for $1000.00 and he incorporated it in the Coca Cola Corporation. He was thinking about a simple but brilliant marketing strategy. His true winning ideas were about marketing, in fact we can say that Coca Cola as we know it today wouldn’t exist if he hadn’t been involved in the society.

Asa Griggs

Candler C ’

Andler’s new strategies

3.

Candler was so much interested in this little-known tonic because he suffered from very strong and constant headaches. Candler had had to live with these headaches since his childhood, when he had been involved in a terrible accident. His mother described it in a letter to her daughter, Florence Candler Harris.

One of the Pemberton’s purposes in creating Coca-Cola was to find a cure for headaches. During the first decade of its existence, Coca-Cola was considered a medicine. Candler himself publicized it in 1890 as "The wonderful tonic for the brain and the nerves. Remarkable therapeutic agent."

But when Candler sent a sample of coke to analyze, he discovered that the drink contained worrisome doses of cocaine. He thought of a way to decocainize Coke, and in order to improve the taste he added some more sugar and caffeine.

Frank Robinson, the former Pemberton’s bookkeeper, became responsible for advertising for Candler, and for the first time in the story, he launched a promotional campaign. Getting pharmacy best consumers’ names and addresses, he sent them coupons for a free “Coca-Cola” consumption.

Thanks to the thrust of this promotional campaign, Coke became famous all over the US.

But with the success, arrived also the critics on newspapers: a lot of people are dependent from Coke. It’s a problem! Candler, suffocated by the consumers’ critics, in 1906 returned into his laboratory and found the solution to delete any drug trace from the beverage, creating the “Classic Coke”.

This made a change of the marketing policy necessary: the miraculous drink with healing properties became a simple but delicious refreshing drink. In 1894, in Vicksburg, Mississippi, Joseph Biedenharn for the first time, bottled the Coke. In 1895 Candler said that the Coke was sold in all the USA.

Two years later, the newspaper “Atlanta Constitution” wrote: “The bottled Coke is simply the try to bottling the pure pleasure”. The Coke was bottled by three establishments in Chattanooga, Tennessee and Atlanta, after Candler’s idea: to sell bottling rights.

In 1915 the Coca-Cola Bottle, called “Mae West” because its curves remembered the homonymous actress’ ones, was patented and was introduced in the market the following year. Became rich and really famous, well-known all over the US also because of his chain of buildings and skyscrapers that towered in Kansas City, Baltimore and New York, Asa Griggs Candler in 1919 decided to sell the Coca-Cola Company to be able to quietly enjoy the last years of his life.

Storia



1. Dal 1914 al 1918 il mondo fu scosso dal primo conflitto mondiale, che vedeva contrapposti Impero Germanico e la Triplice Intesa (Regno Impero Austro-Ungarico contro Unito, Francia, Russia e successivamente Italia). Il conflitto scoppiò perché il mondo era spinto da uno spirito nazionalista causato dalle politiche espansionistiche dell’epoca, talmente forte da spingere uno studente serbo,

La società attraverso le due guerre mondiali

Candler, prima di vendere la società, si ritrovò nella condizione in cui dovette affrontare un forte disagio nella società portato dalla I Guerra Mondiale.

Oltretutto era un momento pessimo per l’azienda: lo zucchero era razionato, così come il denaro a disposizione delle famiglie. Ma nonostante tutto ciò Candler riuscì ad affrontare eccellentemente la guerra dal punto di vista economico. Al termine del conflitto, consideratosi ormai un imprenditore arrivato, decretò di dover vendere la Coca-Cola Company. Nel momento in cui decise di cedere l’azienda, si trovò di fronte il peggior acquirente che lui potesse immaginare: Ernest Woodruff, ricco finanziere ben noto in tutta Atlanta per la sua cattiva fama di uomo avido e senza scrupoli.

Per cercare di dissuaderlo, Candler alzò il prezzo ad una cifra spropositata: 25 milioni di dollari. Ma Ernest non demorse e acquistò l’azienda, nonostante il fatto che non avesse la minima intenzione di dirigerla. Così nel 1924 passò il compito dalla direzione della società al figlio, Robert.

Robert Woodruff subito accettò, mettendo in chiaro però che voleva essere un vero manager, avendo quindi potere decisionale su tutto. Robert, che al contrario del padre era molto interessato alla società, decise di supervisionarne in prima persona ogni aspetto, dal marketing alla produzione. La Coca Cola Company ha quindi un nuovo dirigente, che la porterà a livelli di successo assolutamente al di sopra di ogni aspettativa.

Nel frattempo

Nel 1898, a New Bern, nacque la “Bradz drink”, dal nome del suo inventore Caleb Bradham, un farmacista del North Carolina, che nel 1902 ne cambiò il nome in “Pepsi-Cola”.