Strategy Exercise for Thursday

1. Intro Strategy: Arresting statement to lure the reader into continuing.
2. Topic Sentence: First created in 1886 by pharmacist Dr. John Pemberton, the beverage was sold
3. Topic Sentence: Dr. Pemberton died, basically penniless, in 1888, without so much as a glimpse of the global success his Coca-Cola product was positioned to eventually achieved.
4. Topic Sentence: As a sort of pioneer in advertising, Mr. Candler believed in the quality of the product and in the power of advertising and merchandising, and he began large scale aggressive advertising for his fine tuned soft drink product
5. Topic Sentence: Under Candler’s guidance and vision, the Coca-Cola product continued to be mass marketed, with brand awareness developing.
6. Topic Sentence: As President of the The Coca-Cola Company, Robert Winship Woodruff’s approach was quality, consistency and sales.
7. Topic Sentence: Advertising was taken to a new level during Woodruff’s tenure, and it also became more aggressive and sophisticated.
8. Topic Sentence: Though years earlier it had been introduced rather informally by American travelers visiting abroad, Coca-Cola’s global presence was felt when they began sponsoring the Olympic Games in 1928.
9. Topic Sentence: Production of the Coca-Cola beverage overseas began during World War II
10. Topic Sentence: Coca-Cola was synonymous with America.
11. Topic Sentence: The time had come for Coca-Cola President Robert Woodruff to step down, and marketing and promotions were handled by an ad agency named McCann-Erickson.
12. Topic Sentence: The Coca-Cola Company launched its very successful Diet Coke, which remains the best selling diet soft drink and third best selling soft drink today (J). However, it was not so successful when in the mid-80s when it tinkered with the original cola formula and introduced what was appropriately called New Coke.
13. Concluding strategy: Point to the future.