Marketing Products by Embracing an Incorporating Company History

Corporations and History

Corporations have used their history to demonstrate to consumers their underlying principles in product production and quality. History is vital because it allows consumers to relate to a product and understand that the product is manufactured using the same quality materials. In the marketing of the products, the corporations will use their well-known history to demonstrate to the consumers that they have maintained and will always employ the same principles. The three corporations analyzed in this essay are Coca-Cola, Colgate-Palmolive, and Deere & company. These corporations have used their well-known history to market their products, and they employ the same principles employed since the corporations were launched. Coca-Cola creates the world's favorite soft drink, and the drink was created in order to offer a sweet quenching drink that evokes happiness (Pendergrast, 2013). The corporation has always aimed at associating its Coca-Cola drink with happiness, and this has continued through the years. Colgate-Palmolive is the manufacturer of the world's top toothpaste. The company was established in 1806 and started manufacturing the toothpaste with an aim of improving oral health care. Demonstrating beautiful and white teeth in its advertisements, the company has managed to acquire a huge portion of the world's oral health market. Deere & company started out as a small blacksmith company that aimed at making the life of farmers easy. The company still manufactures farming equipment that makes the life of farmers easy. Maintaining the historical principles has allowed the companies to evolve and meet the needs of the current consumers as they did in the past. Understanding and embracing the history of a company is vital if the company is to continue competing in the current business market.

How the companies use history

Initially, Coca-Cola was sold in soda fountains found in pharmacies, which limited the portability of the drink. This limited the growth of the company, but it changed once the company started bottling the drink. The first bottles were easily imitated by competitors, which prompted the company to develop the contour bottle (Coca-Cola, 2012). The contour bottle has been in use ever since, and it makes it easy for consumers to identify and relate to the company. The same ingredients have been in use since the first drink was created, and this has ensured that the taste has remained the same no matter where the consumer buys the drink. Advertising has played a major role for Coca-Cola, and it has maintained a consistent advertising campaign aimed at evoking feelings of happiness amongst the consumers. From the 1970s, Coca-Cola advertising started reflecting a brand that was associated with friends, fun, and good times. This advertising strategy has been maintained and has proven effective for the corporation. Touching on people's emotions has allowed the company to maintain its image and market the product across the globe. Coca-Cola has used history in a more subtle manner showcasing how it has modeled its products and the advertising the company has used over the years. The strategy behind the advertisements has also been pointed out in order for the consumer to relate to the product.

Colgate-Palmolive is a household product manufacturing company that has specialized in oral health. The company developed Colgate toothpaste in 1873 that was initially sold in jars (Colgate-Palmolive, 2014). The first collapsible toothpaste tube was introduced in 1908, and it has remained the preferred method for packaging the toothpaste. Other companies have copied this model because it is a hygienic and convenient method for dispensing toothpaste. Colgate-Palmolive has been at the forefront of oral health, and the company has developed various products for oral hygiene use. The company uses its history continuously to develop products that are aimed at its initial strategy of promoting oral health. Embracing its history has allowed the company to create innovative products and marketing strategies that have resulted in global profitability for the company. Colgate has a timeline that shows the various milestones it has achieved throughout the years. This demonstrates to the consumers its willingness to promote oral health. The milestones strategy makes it easy for the consumer to relate to the company and understand where it has come from and its key strategies.

Deere & Company started out as a blacksmith company that manufactured plows for pioneer farmers. The main aim of John Deere, the founder was to make the work of farmers easier. The company has carried on this strategy throughout the years by evolving with the changing times up to its current products that meet various needs of the farmer. The humble beginning of the founder have been demonstrated on the company's website in order to allow the consumer to relate with where the company started from and how it was started, which gives the consumer a sense of reliability. A company that has progressed from a blacksmith to its status is deemed reliable to consumers and the equipment manufactured is of high quality. The history of the company has been captured in timelines, but there seem to be gaps existing maybe because the historical records were not well captured initially. However, these gaps have not affected the company's history, and it has continued to manufacture and sell world renown farming machinery and equipment. Innovation has played a vital role for the company since its inception in 1837 (Deere & Company, 2013). The innovativeness of the equipment manufactured by the company has been captured and demonstrated throughout its history pages on the website. This demonstrates the company is continuously searching and developing new farming equipment.

These companies have managed to sway consumers towards their products by showing them their historical beginning, which also allows the consumer to see where the company is headed in the future. A company that manages to use and maintain its history will definitely progress into the future and consumers are looking for companies that will satisfy their needs now and in the future. There might be some problems with the portrayed history, but this is generally because of lack of proper documentation initially. The timelines indicated on the web sites are accurate, and they are well researched, which is beneficial to the consumer because they can rely on the information instead of having to search elsewhere for the information.