Coca-Cola's Biggest Secret

Coca-Cola is all. Economics Scientist, Marketing All the 155 countries in the world drink more than 200 million bottles of Coca-Cola every day, according to Interbrand data. In 2007, Coca-Cola, which had a market value of 65 billion 320 million dollars, is still the highest value in the world. brand It is 6 billion 600 million dollars higher than Microsoft, which ranks second. This also makes Coca-Cola the only brand in the most valuable brand that does not rely on product innovation. The biggest secret of this commercial myth is hidden in a bank safe in Atlanta, Georgia.

In May 8, 1886, a shop assistant accidentally mixed John Pemberton's carefully prepared brain juice with soda water, creating a peculiar taste by coincidence. Coca-Cola was born. This slightly stimulating beverage quickly becomes the darling of the market. At the same time, Coca-Cola, like all emerging products, has been widely distributed. On the other hand, it has locked the recipe of the drink into the bank's safe. Coca-Cola's main ingredient has always been public. We can always see its ingredients list on the packaging, including sugar, carbonated water, caramel, phosphoric acid, caffeine and so on. However, it is rumored that its core technology is less than 1% of Coca-Cola's secret ingredient - "7X merchandise", and the top secret in the safe is "7X goods".

The names of Hollywood suspense tablets, the protection of high specifications, and the four rumors about recipes for a time, some people speculated that the formula did not exceed 10 people. Some people said they had to open the safe. Only the chairman of the company, mayor and the designated successor of Coca-Cola formula could arrive at the same time within the specified time. If the time was not right, they would not be allowed to open. The most widely circulated rumor is that only three people who have the formula have 1/3 of their formula. The identity of the three individuals is absolutely confidential. They must sign the "never leak agreement". They must not divulge 1/3 of their hands to others, including two other parts of the formula. They are also not allowed to travel on the same plane to prevent a terrible accident, resulting in the loss of top secret information.

The story of recipes is more and more magical, and even some people conclude that there are three secrets in the world which are unknown to the world, the wealth of the queen of England, the weight of Brazil star Ronaldo and the secret recipe of Coca-Cola.

The recipe in the safe is like the Holy Grail in the Da Vinci code. It gives people a strong sense of mystery. But after careful analysis, we can see that all the continents except the north and south poles are located in the Coca-Cola production plant. In order to maintain the secret of the formula, all manufacturers use the original coke from the US headquarters, and the factories are only responsible for filling, so how do we get the coke from all over the world? This is not the work that three or ten people can do. It is almost impossible to have complete protection of the formula. In fact, after the birth of Coca-Cola, many Cola brands are very similar. Even an American middle school student has used the Internet data to complete the cola formula. The taste of the coke is similar to that of even the senior Coca-Cola. Does the so-called top secret really exist?

Perhaps a case can be explained from the side: in 2006, there was a "Coca-Cola secret recipe theft" that shocked the world. "Heroic" Gioia Williams, Coca-Cola's global headquarters administrative assistant, conspire with two other people to steal Coca-Cola's mysterious formula and sell it to Coca-Cola's old rival Pepsi Cola. The dramatic thing happened. Poor Williams didn't think of it. Pepsi faced the top secret. Gioia Williams's Coca-Cola's "top secret" failed to break the door of Pepsi, but was sent to prison by the Federal Bureau of investigation. If the top secret does not exist, what is the purpose of Coca-Cola's directing this story? In the early days of reform and opening up, Coca-Cola entered China's first communication.

In 1979, Coca-Cola signed a contract with China Grain and oil group and was allowed to sell the first batch of bottled Coca-Cola to China. But only for foreign hotels and tourist shops. Facing the small target consumer groups, Coca-Cola chose the first propaganda position in the people's daily. Shortly after the signing of the contract, the people's daily appeared in a story about Coca-Cola's mysterious formula, especially highlighting the various exaggerated ways to protect the formula. So a drink from the United States quickly became a popular talk in the cultural world, and the story of mysterious recipes was also told to savor the taste of the mysterious recipe. With the continuous spread of word of mouth, Coca-Cola began to infiltrate into every corner of China and became one of the first foreign brands to occupy 1 billion 300 million large population markets.

This is the reason why Coca-Cola directed this story. People's loyalty to Coca-Cola is not due to taste, but the mysterious feeling behind the story behind the taste. People are used to drinking Coca-Cola. People are used to feeling this mystery in Coca-Cola and enjoying the mystery. When the behavior becomes a habit, the strength of brand loyalty will surprise the parties.

In 1985, Coca-Cola announced that the era is changing. The story of "mysterious formula" has been talked about for 99 years, and it should be retired. Now Coca-Cola is going to introduce a new formula to replace the 99 year old "mysterious formula". But the impact of the decision really surprised the Coca Cola Co: Although the change is only relatively sweet, consumers' reaction is intense dissatisfaction and anger. A group called "American original cola drinker" filed a lawsuit against Coca-Cola and poured a box of "new coke" into the sewer. At the same time, consumers began to stock up the original taste of cola, and even the coke black market appeared. Coca Cola Co finally conceded, in return for the "mysterious formula", the market has just regain calm.

In reviewing the formula events, Coca-Cola has reason to be gratified. The story is so successful that consumers are willing to believe it forever. This is a Hollywood story, but it is not the Holy Grail of the Da Vinci code, but the Dragon secret of Kung Fu Panda. In fact, nothing can produce great power.