Coca-Cola was founded in 1886 by Dr. John Pemberton and initially sold only 9 servings per day, with modest first-year sales. After Asa Griggs Candler purchased the company in 1888, sales skyrocketed, and advertising evolved significantly, with notable campaigns like the 1950 Thanksgiving TV ad and the 1971 'Hilltop' commercial. A SWOT analysis reveals strengths in brand reach and variety, but highlights weaknesses such as competition with PepsiCo and health-related consumer concerns.

2. HISTORY
• Coca-Cola was founded in May 1886 by Dr. John Pemberton.
• Coca-Cola was first sold to the public in Atlanta at Jacob’s
Pharmacy.
• Only 9 servings of the soft drink were sold each day.
• Sales for the first year were only $50.
• In 1888 Asa Griggs Candler bought the company and sales increased
over 4000%.
• Until 1905, the drink was marketed as a tonic containing
cocaine.
• This stopped the advertisement of Coca-Cola as being a cure
for headaches and other illnesses.

3. Coca-Cola Bottles
1905-19161894- early 1900s 1915- today

4. Coca-Cola Advertising
• The first TV ad was produced on Thanksgiving Day, 1950.
• In the 60’s, Coca-Cola’s advertising agency started
experimenting with color advertising.
• The decade ended with one of the most popular ads ever
created, the “Hilltop” Commercial, featuring the song “I’d
like to buy the World a Coke.”

5. Sponsorship
• Olympics.
• Project Hope.
• Art of Harmony.
• Tiger Woods
Foundation.
• Coca-Cola
Racing Family.
• Children’s
Miracle
Network.
• Boys and Girls
Club of America.

6. SWOT Analysis
Strength
1.The number one beverages brand in terms of reach and sales.
2. Popular subsidiary brands like Coca Cola, Fanta, Kinley, Limca,
Maaza, Minute Maid, etc.
3. Global reach with presence in over 200 countries.
4.More than 500 brands on offer.
weaknesses
1.Lack of clear competitive advantage over PepsiCo.
2. Brand image is associated with ‘high sugar’ carbonates.
3. Lack of product diversification.
4. Negative publicity.

7. Opportunities
1. Focusing on health & wellness.
2. Engaging in product diversification and brand extension.
3. Packaging innovation.
4. Engagement in acquisitions.
Threats
1. Consumer avoidance from soft drinks due to health
considerations
2. Loss of market share to PepsiCo
3. Negative publicity due to water usage patterns
4. Changes in currency exchange rates