Coca-Cola is the protected trademark for a carbonated soft drink with caffeine and its caffeine-free version. The Coca-Cola Company of Atlanta, Georgia, is the owner the Coca-Cola brand, one of the most famous trademarks and a symbol for the western lifestyle.
Coca-Cola was invented by John Pemberton, a pharmacist from Atlanta, in 1886. Coca-Cola was originally conceived as a remedy against stomach problems and it sales were not profitable, but after Asa Griggs Candler bought it out for 2300 U.S. dollars (brand was officially registered in 1893) and launched an intense marketing campaign, the drink became a hit and the profits from sales reached 50 million dollars in 1912.
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After the death of Candler in 1919, the company went into the hands of the banker Ernest Woodruff, and then was inherited by his son, Robert Woodruff, who ran the company until his death in 1985.
In 1985, the company tried to change the formula of the drink, but after massive protests, it was restored to the original recipe.
In 2011, 2.8 billion bottles are sold worldwide every day for a turnover of 38 billion dollars.
The company has been criticized by health organizations and human rights institutions for allegedly increased number of harmful health effects, its obtrusive advertising, exploitative labor practices, high levels of pesticides in its products, environmental damage, and monopolistic behavior. In October 2009, in an attempt to improve its public relation, the Company provided half million-dollar grant to assist in the promotion of healthy-lifestyle education; the endeavor engendered sharp criticism by both physicians and nutritionists.
For students, who want to explore the history of the U. S. economy on the example of the formation of one of the key players on the market, the best option is to prepare a research proposal on Coca-Cola. Over the century of existence and development of the brand, which has repeatedly become the best-selling brand in the world, there is more than enough information to write a great number of research papers. You can safely choose the one that you like and focus on its studies and disclosure. You will have a lot of space for creativity. You will get the opportunity to study the processes taking place inside the U.S. economy and to understand how this global system works.
In order to write a first-rate research paper or research proposal on Coca-Cola marketing, you will have to examine thoroughly the history of one of the greatest representatives of the U.S. economy of the twentieth century. It will not be easy to cope with this volume of work, but you should make every effort to sort out every important issue of your research project.
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