Coca-Cola's Dasani in the UK - The Public Relations Fiasco![]() ![]() ![]() ![]() |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Background NoteCoca-Cola is the world's leading manufacturer, marketer, and distributor of liquid, non-alcoholic beverages, concentrates, and syrups. Dr. John Pemberton (Pemberton), an Atlanta-based pharmacist, developed the original formula of Coca-Cola in 1886. It was based on a combination of oils, extracts from coca leaves (cola nut), and various additives.
Coca-Cola sales soared even without much advertising and as many as 61,000 servings (8 ounces each) were sold during 1889. Sensing the potential of the business, Candler decided to wind up his drug business and be associated with Coca-Cola full time.
Therefore, since 1913, the company began to use "spent cocoa leaves"6 in the syrup. In 1919, Coca-Cola was sold to an investment group headed by Ernest Woodruff for $25 mn - $10 mn in cash and $15 mn in preferred stock. Four years later, his son Robert Winship Woodruff (Woodruff) was elected president of the company... 6] Spent cocoa leaves are the left over leaves after the cocaine has been removed. |
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