The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886.
Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola, and carried a jug of the
new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and
placed on sale for five cents a glass as a soda fountain drink. (Coca-Cola Company, 2023). It is noted
that Coca-Cola had to keep the prices steady as the competition were on the rise, this brand being known
most as Pepsi.
Coca-Cola has partnered with bottling companies in Africa, Europe, Latin America, and North America to
name a few. By taking on these partners Coca-Cola can stabilize long-term growth in markets that are
distressed and face mass structural or investment troubles. In January 2006, our company owned bottling
operations were brought together to form the Bottling Investments Group, or BIG. BIG was created to
ensure those bottling operations receive the appropriate investments and expertise to ensure their long
term success. (Coca-Cola Company, 2023).
Coca-Cola is the gold standard in terms of advertising and branding. Coca-Cola's promotion strategy
focuses on aggressive marketing through ad campaigns using media channels such as television, online
commercials, print media, sponsorships, and so on. Coca-Cola sponsors important events such as
American Idol, BET Network, NASCAR, NBA, NCAA, Olympic Games, and FIFA World Cup, among
others. Coca-Cola also airs commercials on television in a variety of national languages around the world.
Coca-Cola started the "Taste the Feeling" campaign in India in March 2016, intending to remind people of
the joy and happiness that Coke delivers to their life. Coca-Cola has evolved into a mass-market product
that is expected to be available at any time, anywhere. (Iide CO, 2023).
Coca-Cola has had much success in utilizing telecommunications for its online promos. Social media,
paid advertisements, and broadcast have given the company an upper hand to get its advertising in the