In a very hot summer atmosphere, the American young man, Caleb Braham, entered his pharmacy to mix several combinations to get digestion. The experiment led him to produce the Pepsi drink, which is almost empty.
Pepsi's success story goes beyond the success of Caleb Pradham, to the success of a firm that has steadfast - through successive directors - in the face of harsh economic and social conditions imposed by the First and Second World Wars, so how Pepsi maintained its position?
the beginning
Caleb Bradham was born in 1876, in Newport State, and enrolled at the Medical University of Maryland for his desire to become a pharmacist.
Difficult economic conditions
Because of his father's bankruptcy and his inability to afford any additional expenses, Bradham could not complete his career at university. He left the study before graduating, worked on self-learning for the pharmacist, and discovered the secrets of the drug combinations himself.
In the meantime, Bradham worked in teaching at the Oaks Smith School in Newport, collecting money to buy a pharmacy called Pollock.
Experience
Bradham always mixed some compounds and drinks to find new therapeutic recipes. For that job, Brad was appointed assistant to him at the pharmacy.
Once, in 1898, Brad tried to make some preparations to treat indigestion in his pharmacy, where he mixed the extract of cola with vanilla and some other substances for indigestion to produce a distinctive and tasty drink.
Pepsi Cola drink
Bradham was confident that the drink would appeal to many people, prompting him to name Pepsi Cola, a pepsin enzyme, responsible for digestion, promoting it through a back room of the pharmacy.
In a short time, the drink was admired by dozens, then hundreds of visitors; in 1903, Brad Ham prompted PepsiCo to register as a registered trademark.
Pepsi Company
In the beginning, the small supplement that Brad extended to his pharmacy was Pepsi's headquarters, but the increased demand for the drink led to the opening of 15 branches by 1905.
Commercial Franchise
Brad Ham began selling franchise rights to fill Pepsi in cans and bottles.
In 1905, Brad Ham sold 2 francs, then 15 to the following year, 40 in 1907, and by 1911 Pepsi Cola had branches in 24 states; sales rose to 100,000 gallons of drink per year.
Barriers
17 years of success and high altitude for the name of Pepsi and the reputation of "Bradham", was invaded by the specter of the First World War; sugar prices rose unexpectedly; Pepsi's production failed.
The company closed its "Brad Ham" for three years, but suffered a huge loss, after storing large quantities of sugar; to be surprised after the fall of the price in the market dramatically; which made him declare bankruptcy, followed by the closure of "Pepsi" branches, except for two branches only, Brad "to show his company for sale, and punish after 4 owners, but were unable to restore the success of the company.
Another slap
A new blow awaited Pepsi, the outbreak of the Second World War in 1945, to eliminate the last remaining successes.
New Rise
After the company reached the peak of its failure, Charles Guth, one of the successful chocolate manufacturers at the time, ran Pepsi, innovating new marketing ideas to attract customers again.
Guth relied on new advertising campaigns, buzzing slogans as well as doubling the size of the Pepsi drink, while not increasing its price;
Since then, Pepsi has experienced an endless journey of sophistication, acquisition, competition and, most importantly, the trust and satisfaction of its customers.