Interesting facts about Coca-Cola
Production expansion during World War II
During World War II, the Coca-Cola Company began to try to expand the sales area of its products. The management of the company held negotiations with the government of the United States of America, convincing them that absolutely every American soldier would have the opportunity to purchase a bottle of Coca-Cola, wherever he was. And it will cost only 10 cents. Such a promise, of course, interested the government. However, there was an acute problem – how to quickly and easily deliver products to different places in the world, especially since the drink was in glass bottles, which complicated the transportation procedure. And then the Coca-Cola Company went on a trick: she asked the American government for money to build production plants in South America and Europe, citing the fact that it would be easier to organize the delivery of products to soldiers. In this way, the Coca-Cola Company was able to easily expand production and capture the market at a rate of 69%.
Before and during World War II, Germany was one of Coca-Cola’s main markets. In early 1943, there was a problem with the availability of sugar. He was imported to Germany from South America, and when the logistics were severely disrupted, the Coca-Cola Company was banned: how to make a drink without sugar? The solution was found quickly. It was necessary to come up with a new drink, for the manufacture of which sugar would not be required at all. So the famous Fanta appeared, which contained apple cake instead of sugar.
Children become a new “victim” of marketing strategy
In the late 1990s, the Coca-Cola Company began its expansion into American schools. This time, the leadership of Coca-Cola Company decided to “walk” through the children. Contracts have been made with many schools, under the terms of which no drinks should be sold within the school except Coca-Cola. And in school cafeterias, and in vending machines with drinks, children could get only this soda. Of course, such an agreement also had a financial side – the school received about $ 3,000 a year for this.
To reach an even larger children’s audience, the Coca-Cola Company began promoting its products through children’s films. From 2001 to 2009, a bottle of Coca-Cola flashed in almost every child’s movie broadcast in theaters. And this information penetrated deeper and deeper into the consciousness of children, awakening in them the desire to drink this drink, which is far from the most useful for the children’s body. But product placement was designed for this.
To filter or not to filter?
If you are interested in the quality of water used for the manufacture of Coca-Cola, then there is nothing special to please you with. No matter how much the Coca-Cola Company declares that they use the most modern and effective filters, the reality is somewhat different. The syrup concentrate, which is necessary in order to get exactly Coca-Cola, and not any other drink, is made only at the main plant of Coca-Cola Company. Then this concentrate is transferred to other plants (referred to as bottlers), which already independently complete the production process . They dilute the concentrate with water, bottle the drink and deliver it to points of sale. Interestingly, the Coca-Cola Company has no control over what kind of water the bottler plants use to make the drink. As it became known from the journalistic investigation of Michael Blending, which he described in the aforementioned book, the bottler plants (in particular those located in Russia and the CIS countries) are not very worried about the purity of the water. They use ordinary running water from a local water utility.
Interesting facts about Coca-Cola
Like all great corporations, the Coca-Cola Company had failures. The most famous and grandiose of them is the launch of a new drink called “New Coke”. A powerful study of consumer behavior was conducted, huge investments were made in the development of a new product … And what is the result? After the launch of New Coke, the public rebelled, demanding that the old Coca-Cola be returned to the stores. Coca-Cola Company is rapidly losing its previously won market share. Pepsi Co rivals also add fuel to the fire, pursuing an aggressive marketing strategy, making people believe that Pepsi is much tastier than Coca-Cola. The marketing department of Coca-Cola Company decides to immediately cease production of New Coke, and return the old recipe and the old name of the drink.
It is amusing that Sergio Zayman, the head of the marketing department at Coca-Cola Company at that time, did not admit his mistake. He even wrote his own book, in which he stated that all this was his brilliant idea.
Innovation or theft of ideas?
Coca-Cola Company are absolutely not innovative in the production of this drink. At that moment, when the production of the well-known drink under the name “Coca-Cola” began, at least 4 companies already produced drinking products with the same composition. It’s just that the Coca-Cola Company had a little more determination, perseverance and resources to become the absolute leader in this market.
Until 1906, the drink really included leaves of a coca tree. It is also called the “cocaine” tree, and its leaves are the raw material for the manufacture of cocaine. Now the components of this drink are slightly different, and the company prefers not to advertise the fact that initially it included coca leaves. Despite the fact that many consumers already know this, Coca-Cola is still trying its best to hide it.