Coca Cola Case Study
Identify & Evaluate Marketing Opportunities
Assessment 1 Online Case Study
DMYTRY FONTAN 1) There are several marketing opportunities mentioned throughout the case study that Coca Cola have generated over the coure of their 125 year history. Please identify at least five examples and categories them according to the type of marketing opportunities (eg. New product development)
Coca-Cola contour bottle, an iconic package design recognized worldwide and one of the few packages granted trademark status by the U.S. Patent Office. The bottle had a modest beginning in 1894 when a store owner began bottling the popular new fountain soda called Coca-Cola in a cork capped Hutchinson glass bottle. It wasn’t until 1915 that a contour shaped bottle designed by The Root Glass Company was approved. According to popular belief, the cocoa pod inspired the rounded shape of the bottle. In fact, the first prototype’s middle was larger than the base, making it unstable on conveyor belts. It wasn’t until the bottle was put on a diet that the distinctive curvy shape we are familiar with today emerged.
* Expending world wide as well as into pop culture; * Mythologies that keep the people talking may have come from employees themselves to keep the name going; * Loaning out the logo around 40$ million; * Free Coke voucher campaign; * Atlanta’s Coca-Cola museum;
2) Explain why is it important for an organization to seek out new marketing opportunities and provide an example of the benefits one of Coke’s marketing opportunities has provided the company?
* They firmly believe if you want to establish a clear image in the minds of consumers, you first need a clear image in your own mind. * Since the major competitor is Pepsi Co. so Coca-Cola has focused on neutralizing the competition. * The coca cola marketing team maintained their focus strongly on the product itself. When they changed bottle shape, many people started buying bottles
Assessment 1 Online Case Study
DMYTRY FONTAN 1) There are several marketing opportunities mentioned throughout the case study that Coca Cola have generated over the coure of their 125 year history. Please identify at least five examples and categories them according to the type of marketing opportunities (eg. New product development)
Coca-Cola contour bottle, an iconic package design recognized worldwide and one of the few packages granted trademark status by the U.S. Patent Office. The bottle had a modest beginning in 1894 when a store owner began bottling the popular new fountain soda called Coca-Cola in a cork capped Hutchinson glass bottle. It wasn’t until 1915 that a contour shaped bottle designed by The Root Glass Company was approved. According to popular belief, the cocoa pod inspired the rounded shape of the bottle. In fact, the first prototype’s middle was larger than the base, making it unstable on conveyor belts. It wasn’t until the bottle was put on a diet that the distinctive curvy shape we are familiar with today emerged.
* Expending world wide as well as into pop culture; * Mythologies that keep the people talking may have come from employees themselves to keep the name going; * Loaning out the logo around 40$ million; * Free Coke voucher campaign; * Atlanta’s Coca-Cola museum;
2) Explain why is it important for an organization to seek out new marketing opportunities and provide an example of the benefits one of Coke’s marketing opportunities has provided the company?
* They firmly believe if you want to establish a clear image in the minds of consumers, you first need a clear image in your own mind. * Since the major competitor is Pepsi Co. so Coca-Cola has focused on neutralizing the competition. * The coca cola marketing team maintained their focus strongly on the product itself. When they changed bottle shape, many people started buying bottles