Marketing Mix of Pepsi-Cloa AN OVER VIEW OF THE BEVERAGE INDUSTRIES Contributing to this industrial revolution among other industries were Manufacturing, Agricultural, Automotive, Chemical, Hotel, Banking Business Services, Real estate, Tourism and information Technology to name a few. But on such industry that has been holding onto its share of the market since its inception note in the USA - its birthplace - but all across the globe as well as the Beverage Industry. It has introduced icons that very few are oblivious to. The industry and its role in the Pakistan economy, the conditions under which it is working and the effects it has on the consumers is to remain the concern of this study. According to Richard D. Brown and George J. Petrol (1986), the history of the Beverages industry start from 1886, when Atlanta chemist "Doe" Pemberton developed a reddish - brown syrup with a smidgen of cocaine (for medicinal purposes) to compete with the many patent medicines and cure - all elixirs of that time. His company recommended it for the relief of hangovers headaches, menstrual pains, and a host of other problem. One warm summer day Pemberton took some syrup down to will is venerable at Jacob's Drug Store in Atlanta. An ounce of the mixture was put into a glass, which was then filled with water and ice, creating the first Coca-Cola. The headquarters of Coca-Cola, now listed by fortune as one of the 50 top corporations in the United States, is still in Atlanta, Georgia. The actual sale and distribution of that magic elixir - which, needless to say, on longer contains cocaine - is handled largely by a number of independent bottlers. These bottlers buy syrup, mix it with carbonated water, and distribute it to retailers in their area. The number of retailers who sell Coke to the public almost exceeds counting. In this way a company with a magic formula but limited capital spread its name around the country and eventually around the globe. T...
