COCA-COLA HISTORY

Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S.
Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains.
He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with
carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner
and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca‑Cola” as
well as designing the trademarked, distinct script, still used today.
Prior to his death in 1888, just two years after creating what was to become the world’s #1-
selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with
the majority of the interest sold to Atlanta businessman, Asa G. Candler. Under Mr. Candler’s
leadership, distribution of Coca‑Cola expanded to soda fountains beyond Atlanta. In 1894,
impressed by the growing demand for Coca‑Cola and the desire to make the beverage portable,
Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain,
becoming the first to put Coca‑Cola in bottles. Large scale bottling was made possible just five
years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured
exclusive rights to bottle and sell Coca‑Cola. The three entrepreneurs purchased the bottling
rights from Asa Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton
developed what became the Coca‑Cola worldwide bottling system.

Among the biggest challenges for early bottlers, were imitations of the beverage by competitors
coupled with a lack of packaging consistency among the 1,000 bottling plants at the time. The
bottlers agreed that a distinctive beverage needed a standard and distinctive bottle, and in 1916,
the bottlers approved the unique contour bottle. The new Coca‑Cola bottle was so distinctive
it could be recognized in the dark and it effectively set the brand apart from competition. The
contoured Coca‑Cola bottle was trademarked in 1977. Over the years, the Coca‑Cola bottle has
been inspiration for artists across the globe — a sampling of which can be viewed at World of
Coca‑Cola in Atlanta.
The first marketing efforts in Coca‑Cola history were executed through coupons promoting
free samples of the beverage. Considered an innovative tactic back in 1887, couponing was
followed by newspaper advertising and the distribution of promotional items bearing the
Coca‑Cola script to participating pharmacies.

Fast forward to the 1970s when Coca‑Cola’s advertising started to reflect a brand connected
with fun, friends and good times. Many fondly remember the 1971 Hilltop Singers performing
“I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a Smile” commercial

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featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”, a refreshing bottle of
Coca‑Cola. You can enjoy these and many more advertising campaigns from around the world
in the Perfect Pauses Theater at World of Coca‑Cola.

EVOLUTION OF THE COCA-COLA BOTTLE

The 1980s featured such memorable slogans as “Coke is It!”, “Catch the Wave” and “Can’t
Beat the Feeling”. In 1993, Coca‑Cola experimented with computer animation, and the popular
“Always Coca‑Cola” campaign was launched in a series of ads featuring animated polar bears.
Each animated ad in the “Always Coca‑Cola” series took 12 weeks to produce from beginning
to end. The bears were, and still are, a huge hit with consumers because of their embodiment
of characteristics like innocence, mischief and fun. A favorite feature at World of Coca‑Cola
is the ability to have your photo taken with the beloved 7′ tall Coca‑Cola Polar Bear.
New markets opened up for Coca-Cola in the early 1990s; the company began selling products
in East Germany in 1990 and in India in 1993. In 1992 the company introduced its first bottle
made partially from recycled plastic—a major innovation in the industry at the time. Coca-
Cola created many new beverages during the 1990s, including the Asia-marketed Qoo
children’s fruit drink, Powerade sports drink, and Dasani bottled water. Coca-Cola also
acquired Barq’s root beer in the United States; Inca Kola in Peru; Maaza, Thums Up, and Limca
in India; and Cadbury Schweppes beverages, which were sold in more than 120 countries
across the globe.

In the early 2000s Coca-Cola faced allegations of illegal soil and water pollution, as well as
allegations of severe human rights violations. In 2001 the United Steelworkers of America and
the International Labor Rights Fund (ILRF) filed a lawsuit against Coca-Cola and Bebidas y
Alimentos and Panamerican Beverages, Inc. (also known as Panamco LLC; the primary
bottlers of Coca-Cola’s beverages in Latin America), claiming that the defendants had openly
engaged so-called “death squads” to intimidate, torture, kidnap, and even murder union
officials in Latin America. The controversy gained worldwide attention and led several
American universities to ban the sale of Coca-Cola products on their campuses. The lawsuit
was eventually dismissed.

In 2005 the company introduced Coca-Cola Zero, a zero-calorie soft drink with the taste of
regular Coca-Cola. In 2007 the company acquired Energy Brands, Inc., along with its variously
enhanced waters. That same year Coca-Cola announced that it would join the Business Leaders
Initiative on Human Rights (BLIHR), a group of companies working together to develop and
implement corporate responses to human rights issues that affect the business world.

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HISTORY.OPENHAPPINESS

In 2009, the “Open Happiness” campaign was unveiled globally. The central message of “Open
Happiness” is an invitation to billions around the world to pause, refresh with a Coca‑Cola, and
continue to enjoy one of life’s simple pleasures. The “Open Happiness” message was seen in
stores, on billboards, in TV spots and printed advertising along with digital and music
components — including a single featuring Janelle Monae covering the 1980 song, “Are You
Getting Enough Happiness?” The happiness theme continued with “Open the Games. Open
Happiness” featured during the 2010 Winter Olympic Games in Vancouver, followed by a
2010 social media extension, “Expedition 206” — an initiative whereby three happiness
ambassadors travel to 206 countries in 365 days with one mission: determining what makes
people happy. The inspirational year-long journey is being recorded and communicated via
blog posts, tweets, videos and pictures.

OUR MISSION
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.

OUR VISION
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.

 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization

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 TYPE OF INVESTMENT

FOREIGN DIRECT INVESTMENT (FDI):

FID which means investment in manufacturing and service facilities in a foreign country with
an intention to engage actively in managing them-is another facet of the increasing integration
of national economies. (Kotabe Helsen)

The biggest investment in foreign market is direct investment, as the company investment the
new manufacture in the foreign country to develop their local product and easy to control the
price come from the raw material details. Such as HP make the direct investment in some
majored market around the world, including India. (Kotler and Armstrong). Generally the
foreign direct investment can help the company developing deeper relationship with
government, customers and local supplier, at the same time improved their image in the target
country because they create jobs. Also the foreign direct investment have the disadvantages
like government changing , falling markets, frankly speaking the company have no chose but
can build the effective operations to accept this.

This first Coca-Cola bottling manufacture factory was established in Beijing in 1981, to got
the benefits from direct investment, until now there are 35 bottling company and 29
manufacture factory for Coca-Cola products in china, more than 30,000 people working in
Coca-Cola,99% stuff are Chinese local .
Coca-Cola is attempting to create a consumer market in Pakistan- a move that may encourage
other investor and pave the way for further development of Pakistan economics. The region
receives appx. $4.4 billion annually in foreign direct investment, according to the world bank.

What Types of Ownership Are There in the Coca-Cola Company?

The Coca-Cola Company has two types of ownership:
 Public Shareholding
 Institutional Shareholding.
The Coca-Cola Company is a public company that trades its shares on the New York Stock
Exchange, and its stock is owned by thousands of shareholders and investors around the world.
These shareholders own about 5 million shares, which represent 24.6 percent of the company’s
total shares. In institutional shareholding, the Coca-Cola Company is owned by FEMSA.
FEMSA owns about 10 million shares, which comprise roughly 50 percent of the company’s
total shares. The other institution that owns Coca-Cola is a chain of wholly owned Coca-Cola
subsidiaries under the Coca-Cola brand name. The subsidiary companies own about 6 million
shares and represent 36 percent of the total shares.

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PRODUCTS AND BRANDS
These have:
 “concentrates” means flavoring ingredients and, depending on the product, sweeteners
used to prepare syrups or finished beverages and includes powders or minerals for
purified water products;
 “syrups” means beverage ingredients produced by combining concentrates and,
depending on the product, sweeteners and added water;
 “fountain syrups” means syrups that are sold to fountain retailers, such as restaurants
and convenience stores, which usedispensing equipment to mix the syrups with
sparkling or still water at the time of purchase to produce finished beverages that are
served in cups or glasses for immediate consumption;
Our Company markets, manufactures and sells:
 beverage concentrates, sometimes referred to as “beverage bases,” and syrups,
including fountain syrups (we refer to this part of our business as our “concentrate
business” or “concentrate operations”); and
 finished sparkling soft drinks and other nonalcoholic beverages (we refer to this part
of our business as our “finished product business” or “finished product operations”).
Generally, finished product operations generate higher net operating revenues but lower gross
profit margins than concentrate operations.
In our domestic and international concentrate operations, we typically generate net operating
revenues by selling concentrates, syrups and certain finished beverages to authorized bottling
operations (to which we typically refer as our “bottlers” or our “bottling partners”). Our bottling
partners either combine the concentrates with sweeteners (depending on the product), still
water and/or sparkling water, or combine the syrups with sparkling water to produce finished
beverages. The finished beverages are packaged in authorized containers, such as cans and
refillable and nonrefillable glass and plastic bottles, bearing our trademarks or trademarks
licensed to us and are then sold to retailers directly or, in some cases, through wholesalers or
other bottlers. In addition, outside the United States, our bottling partners are typically
authorized to manufacture fountain syrups, using our concentrate, which they sell to fountain
retailers for use in producing beverages for immediate consumption, or to authorized fountain
wholesalers who in turn sell and distribute the fountain syrups to fountain retailers. Our
concentrate operations are included in our geographic operating segments. Our finished
product operations generate net operating revenues by selling sparkling soft drinks and a
variety of other finished nonalcoholic beverages, such as water, enhanced water and sports
drinks; juice, dairy and plant-based beverages; tea and coffee; and energy drinks, to retailers or
to distributors and wholesalers who distribute them to retailers. These operations consist
primarily of Company-owned or -controlled bottling, sales and distribution operations, which
are included in our Bottling Investments operating segment. In certain markets, the Company
also operates non-bottling finished product operations in which we sell finished beverages to
distributors and wholesalers that are generally not one of the Company’s bottling partners.
These operations are generally included in one of our geographic operating segments. In the

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United States, we manufacture fountain syrups and sell them to fountain retailers, who use the
fountain syrups to produce beverages for immediate consumption, or to authorized fountain
wholesalers orb bottling partners, who resell the fountain syrups to fountain retailers. These
fountain syrup sales are included in our North America operating segment

We own and market numerous valuable nonalcoholic beverage brands,

including the following:
 Sparkling Soft Drinks: Coca-Cola, Diet Coke/Coca-Cola Light, Coca-Cola Zero
Sugar, Fanta, Schweppes,* Sprite, Thums Up;
 Water, Enhanced Water And Sports Drinks: Aquarius, Dasani, glacéau smartwater,
glacéau vitamin water, Ice Dew, I LOHAS, Powerade;
 Juice, Dairy And Plant-Based Beverages: Ades, Del Valle, innocent, Minute Maid,
Minute Maid Pulpy, Simply, ZICO; and
 Tea And Coffee: Ayataka, Costa, FUZE TEA, Georgia, Gold Peak, HONEST TEA.

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