Marketing Products By Embracing An Incorporating Company History Essay


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,...


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…

Sources Used in Documents:


Coca-Cola. (2012). The Coca-Cola History. from

Colgate-Palmolive, C. (2014). Welcome to Our History. from

Deere & Company. (2013). John Deere Timeline. from

Pendergrast, M. (2013). For God, country, and Coca-Cola: The definitive history of the great American soft drink and the company that makes it. New York, NY: Basic Books.

Cite this Document:

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