ScienceHindeni

  Asa Griggs Candler Coca-Cola Success Story Introduction Asa Griggs Candler was an American business tycoon who in 1888 purchased the Coca-Cola recipe for US$1,750 from chemist John Stith Pemberton in Atlanta, Georgia. Candler founded The Coca-Cola Company in 1892 and developed it as a major company. Entrepreneurship The power of advertising is ubiquitous today, but Asa Candler was among the earliest entrepreneurs to aggressively use it. Candler wasn't an inventor; he didn't come up with a great company name or even a distinctive logo. Rather his greatest achievement was as a marketer. When he purchased control of Coca-Cola, it was a fledging five-cent soda fountain drink that only sold about nine glasses a day in its first year on the market. Under Candler's watch, Coca-Cola's advertising budget grew from $100,000 in 1901 to $1 million in 1911. The Coca-Cola name was plastered on everything—calendars, clocks, fans, and even urns. Pharmacists selling the drink had apot...