If someone in your family had bought one share of Coca-Cola in 1919 at $40, the single share would be worth $102,000 in 1994 and if they had reinvested the dividends, the value to the shareholder would be over $ 2 million. That single fact is worthy of ensuring the bulk of your investments in the market is in dividend paying companies. In a book by Frederick Allen called Secret Formula – How Brilliant Marketing and Relentless Salesmanship Made Coca-Cola the Best-Known Product in the World, HarperCollins, NY, 1994. Since the book in 1994, the values listed in the first line have increased as the profits of Coca-Cola have increased, it is still a highly recommended stock to buy and hold.
Many people around the world have tasted Coca-Cola – it is made from the coca leaf, kola nuts, sugar, caramel, served in carbonated water. It tasted good and was founded in Atlanta, Georgia. From the coca leaf comes the by product cocaine (there is none in Coca-Cola) and from the kola nut comes caffeine. The previous ingredients creates a bitter taste so sugar was added, caramel for colouring, and lime juice, citric acid and phosphoric acid and spices are added to enhance the flavour. Originally the drink was very similar to the energy drinks of today, now it has much less caffeine. This leads to the myth of the secret formula. It is true there is a formula in a safety deposit box in a bank in Atlanta not to opened unless the Board of Directors approves it. The myth is the formula has never been changed, it has, but since the 1930’s the formula has been altered very few times. The Chairman of the company would not allow the change even though the raw materials had to be adapted.
Linking to dividend paying stocks, every successful company has some myths around it. Some of them are true, some of them are half true, but they all play a role in the culture of the organization. In the case of Coca-Cola, the Chairman of the Board who controlled the shares of the company insisted of having no change to the taste of the product. The desire was and still is, anywhere you go around the world, the taste of Coca-Cola is the same. That is one thing to say, it is another to do, it is a credit to the people of the company to ensure while the myths develop the taste remains true. The key is to continue to meet the expectations of the buyer, in all kinds of situations, while enhancing the myths or the culture of the company.
There are more questions than answers, till the next time – to raising questions.