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    Secret Formula (Review and Analysis of Allen's Book)
    Secret Formula (Review and Analysis of Allen's Book)
    Secret Formula (Review and Analysis of Allen's Book)
    Ebook46 pages31 minutes

    Secret Formula (Review and Analysis of Allen's Book)

    By BusinessNews Publishing

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    About this ebook

    The must-read summary of Frederick Allen's book: "Secret Formula: How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-Known Product in the World".

    This complete summary of the ideas from Frederick Allen's book "Secret Formula" tells how Coca-Cola co-founder Robinson and early investor Candler realised early on that their only intellectual property was the trademark name. In his book, the author describes the aggressive marketing campaign that focused on the trademark and branding, which yielded extraordinary results and set the standard for all of its future promotional material. This summary reveals all of the secrets to Coca-Cola's success and how the company's innovation and originality was the key to it becoming the biggest global brand.

    Added-value of this summary:
    • Save time
    • Understand key concepts
    • Expand your knowledge

    To learn more, read "Secret Formula" and discover the exciting story behind the world-class company, Coca-Cola.
    LanguageEnglish
    PublisherBusiness Book Summaries
    Release dateSep 29, 2014
    ISBN9782511016404
    Secret Formula (Review and Analysis of Allen's Book)

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      Book preview

      Secret Formula (Review and Analysis of Allen's Book) - BusinessNews Publishing

      Book Presentation Secret Formula by Frederick Allen

      Important Note About This Ebook

      Summary of Secret Formula (Frederick Allen)

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      Important Note About This Ebook

      This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

      1.

      Coca-Cola – the most successful soft drink in history – was actually the brainchild of two quite different men:

      Doc Pemberton, who developed the first batch of a dark, sugary syrup which would later evolve into Coca-Cola.

      Frank Robinson, who named the drink Coca-Cola and developed one of the company’s greatest assets – its tradename.

      In fact, while Doc Pemberton became acknowledged the legendary father of Coca-Cola, it was actually Frank Robinson, the father of the idea of Coca-Cola, who would nurture the company through its lean early years.

      Doc Pemberton never actually studied as a doctor, but purchased a temporary physicians license for $5 from the Southern Botanico Medical College in 1850 when he was 19 years old. He then went on to build a business selling potions and elixirs made from herbs, plants and vegetables. By 1879, he had set up a company manufacturing proprietary medicines in Atlanta, including medicines and wines based on a new wonder drug that had just gained prominence in the United States – cocaine.

      To manufacture and distribute a French wine Pemberton had developed, he set up a new company in January 1886, called Pemberton Chemical. Frank Robinson and David Doe bought an equity stake in the company. Both men came from a strong marketing and entrepreneurial background, and a working arrangement soon ensued in which Pemberton mixed the elixirs, Robinson kept the books and assisted with marketing and Doe ran the overall marketing program.

      With the arrival of the first soda fountains in 1886, the Pemberton Chemical principals realized there were greater profits in selling a soft drink at 5 cents a glass than there ever would be

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