Cameran Triffett The future of the soda industry – demise or new dawn? The most recognized beverage company in the world without doubt is Coca-Cola. The red and white logo is synonymous with joy, happiness and success. But how has the iconic brand managed to stay iconic, and will that continue into the future? Has the road been paved with gold or have there been bumps along the way? What about this organization has not only compelled it to stay relevant, but ensured that it remains an industry leader for well over one hundred years? Marketers the world over know that consumers must be indoctrinated from a young age. But this is becoming increasingly difficult in a world where people are turning away from sugar-laden beverages and towards healthier alternatives. What does a company do when its golden goose is no longer - golden? Enter Santa Claus complete with enlarged girth, clothed in red and white, jolly expression plastered across his face, coke in hand. The beginning – it all starts with an idea… The story of Coca-Cola’s first years is not easily differentiated from many other companies that began as an idea, started small and spread. However, what is truly unique about Coca-Cola is its ability to permeate every aspect of people’s lives. As a business model, a variety of modern systems, taken for granted nowadays, were pioneered by the company. Coca-Cola was founded in 1886 by Atlanta druggist John Pemberton.1 American society, towards the end of the 1800s, was transforming from a largely rural and agricultural one, to a more highly urbanized one. The pace of this transformation placed enormous stress on individuals who sought out “nerve tonics” to ease their discomforts. The development of these “patent medicines” was lucrative and Pemberton wanted to earn his fortune by creating one. He researched the health benefits of coca and utilized both it and the kola nut to create a drink. The 1 Jerry Grillo, “Coca-Cola,” Georgia Trend 27 (2011): 24-29. temperance movement of the late 1880s ensured that Pemberton would not be able to successfully develop an alcoholic beverage using wine as a central ingredient. Instead, he focused on the creation of a “soft drink.” Once the taste was perfected, he sent samples of the drink to pharmacy soda fountains and Coca-Cola was born.2 The drink became popular locally, but it was not until Asa Candler took the reins that the company truly began on a path of expansion and eventually globalization. As a visionary, Candler pioneered the use of the coupon system building a loyal and dedicated following. These coupons included the following statement: “This card entitles you to one glass of free Coca- Cola.”3 A system that is taken for granted in modern contemporary society was revolutionary in the late 1800s. The notion of ‘giving away’ products was counterintuitive to the idea of building market share. Candler was tireless in his push to make Coca-Cola the number one drink in the United States. He purchased the formula in 1888 and by 1891 had given up his position as a successful drugstore owner and made selling the beverage his number one priority.4 The brilliance behind Candler’s success was his effort not to rest on his laurels. He continued to be aggressive in his approach and in those days that meant working long hours and taking every opportunity to ‘push’ the product. This determination paid off and “by 1908, Coke ads covered 2.5 million square feet of walls of American buildings.”5 The company grew rapidly and the initial investment fronted by Candler drew rich rewards. By 1900, “Candler had boosted syrup sales for the decade by four thousand percent.”6 An impressive figure by any standard, but the real expansion of the product had not even begun. 2 Ross D. Petty, “Coca-Cola Brand Protection before World War II - it's the Real Thing!” Journal of Historical Research in Marketing 4 (2012): 224-244. 3 “The Origins of Marketing – the Coca-Cola way,” Marketing Week Online (2011): 1. 4 Michael Tarsala, “Coca-Cola’s Asa Candler,” Investor’s Business Daily (1999): A08. 5 Ibid. 6 Bahar Sharareh, “Candler, The Real Thing When It Came To Coke Sell It: The company founder built a soft-drink empire,” Investor’s Business Daily (2012): A03. The future of soft drink consumption would be forever altered, when two lawyers from Chattanooga obtained the rights to bottle the beverage. This business decision resulted in phenomenal growth and there were nearly 400 Coca-Cola bottling plants in existence by 1909, most of them operated by families.7 The important point to note is not only the sheer pace of expansion, but the structure created. The company remained a streamlined affair. The outsourcing of bottling operations facilitated the growth of the organization, because the costs of bottling were borne by the individual bottlers and not the company itself. It is debatable whether this was a deliberate strategy or a stroke of luck. However, the end result was an organizational structure that was unique at the time. Entrepreneurs, taking control of their own micro-operations encouraged the growth and expansion of Coca-Cola. Any corporation that can ‘give people a stake’ is bound to encourage entrepreneurship and loyalty. Nothing is as strong a motivator as self-interest. Modern organizations thrive on this and privatize by selling stocks for this very reason. The rapid expansion of bottling saw an increase in the consumption of Coca-Cola within the United States and a lead developed between it and its major competitors. In 1920, the company had net sales of over $32 million for the year. Once the cost of operations was deducted, the profit from sales was determined to be $2,774,269.8 This information may not be particularly impressive in today’s terms, but for a company just over thirty years old, the numbers were significant. When comparing this to another soft drink company, in operation around that time, the difference is even more staggering. Canada Dry Ginger Ale was introduced to the market in 1904 and by 1929, had net sales of $13,787,894.9 This figure represented less than half of what Coca-Cola’s net sales were nine years earlier. With 7 Coca-Cola Company, “History of Bottling: The Coca-Cola Company,” Coca-Cola Company website, http://www.coca-colacompany.com/our-company/history-of-bottling (accessed January 18, 2015). 8 The Coca-Cola Company Annual Report 1920, 2, Historical Annual Reports. 9 Canada Dry Ginger Ale Incorporated Annual Report 1930, 9, Historical Annual Reports. respect to Coca-Cola’s greatest competitor Pepsi-Cola, an analysis of their ‘1950 Annual Reports,’ is relevant to ascertain the strength and growth of the Atlanta based soft drink giant. Coke’s rival, had gross profit on sales of $25,068,333 and net income of 1,618,744.10 Coca-Cola, for the year ended 1950, had a gross profit of $118,591,908 and net profit of $31,826,782.11 Once the domestic market was conquered and exploited, the organization set its sights on consumers further afield. The international push was instigated by another innovative leader. The war effort – everything goes better with Coke! Robert W. Woodruff took over the company in 1923 and over his sixty-year reign made Coca-Cola a global icon and the most valuable product name in the world.12 He was able to do this with the help of marketing saturation throughout the 1920s and 1930s. However, what one may argue was his boldest move was to take advantage of the catastrophe that was World War II. Woodruff saw an opportunity to intrinsically link the positive connotations of the beverage – feelings of comfort, warmth and American exceptionalism – with the war effort. In order to do this, he made “Coke available to all servicemen for 5 cents.”13 Woodruff was able to connect Coca-Cola with the objectives of the war effort, by convincing the government the beverage was a symbol for a way of life the soldiers were fighting to protect. However, the real work was done by Ben Oehlert, Coca-Cola’s Washington lobbyist. Previously a member of the State Department, Oehlert began working for Coca- Cola in 1938 as an assistant counsel.14 He brought with him extensive political and administrative knowledge that was instrumental in eliciting government support. To ensure Washington would view the corporation favorably, he convinced 10 Pepsi-Cola Company Annual Report 1950, 18, Historical Annual Reports. 11 The Coca-Cola Company 1950 Annual Report, 6, Historical Annual Reports. 12 H.W. Brands, “Coca-Cola Goes to War,” American History 34 (1999): 30. 13 Associated Press, “COCA-COLA BUILDER ROBERT WOODRUFF,” Chicago Tribune, March 9, 1985, 9, accessed January 18, 2015. 14 Associated Press, “Benjamin H. Oehlert Jr., 75; Former Coca-Cola Executive,” New York Times, June 5, 1985, accessed April 3, 2015. http://www.nytimes.com/1985/06/05/world/benjamin-h-oehlert-jr-75-former-coca-cola- executive.html the company to sell its stockpiled sugar to the military as a goodwill gesture.15 He also worked with the D’Arcy agency to create a “masterpiece of pseudoscience entitled ‘Importance of the Rest-Pause in Maximum War Effort,’” which demonstrated how workers performed more efficiently with periodic breaks.16 Of course, these breaks were only complete when the workers could relax with a bottle of Coca-Cola. Oehlert was also successful in convincing the sugar rationing board to appoint a Coca-Cola executive named Ed Forio.17 The genius in this move was that Coca-Cola had a man on the inside.