Coca-Cola New Vending Machine: Pricing To Capture Value or Not? Coca-Cola‚ the renowned beverage is a flagship product of The Coca-Cola Company. The company is not only a manufacturer but also a distributor and a marketer of many other non-alcoholic beverage concentrates and syrups. Coca-Cola was invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated it in The Coca-Cola Company in 1892. Besides its namesake Coca-Cola
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531 Case #1 1/31/08 Coca-Cola’s New Vending Machine Statement of Problem Coca Cola‚ the world’s largest beverage company‚ has been under a tremendous amount of media scrutiny lately. Word got out that Coke is testing a new vending machine technology that changes price based on weather conditions. It charges a higher price during warmer temperatures and a lower price during colder times. Coke wants to increase its vending machine business with higher margins‚ but isn’t sure this new temperature
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Coca Cola Company would like to introduce the market with the vending machine technology‚ a new technology with changed price according to weather‚ which has been developed and tested in the lab internally. The thought is to be based on the idea of automatically adjusting the price according to the demand increase as the weather temperature increases. The purpose of this strategy is to continue increasing the vending machine profit‚ which had been already main the profit resource for the company
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Coca Cola a Vending Machine Case Study Problem Statement: Coca Cola Co.‚ the world’s largest beverage company is facing a public relation nightmare which can ultimately put their brand image at stake. Their Chairman and CEO‚ Ivan Ivester‚ abruptly announced the introduction of interactive vending technology which will lower the price of coke during off-peak buying time and increase the price during very hot weather conditions‚ Ivester virtually confirmed the vending machines will be
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1) Pros for Coca Cola Co. Technology Availability: Electronic components are becoming more and more versatile and cheaper. All that is required in order to adjust the price with the changes of the weather is a temperature sensor and a computer chip. Therefore‚ it can reduce the implementation costs. Increase competitiveness through price discrimination: Price discrimination is used in order to increase the economic efficiency. In principle‚ the temperature sensitive vending machine is no different
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Statement of the Problem: Coca Cola‚ the world’s largest beverage company‚ has been under a tremendous amount of media scrutiny lately. Word got out that Coke is testing a new vending machine technology that changes price based on weather conditions. The core problem which coke is facing here is public relations disaster. They have put their brand image at stake. The way in which the Chairman and CEO of Coke M. Douglas Ivester disclosed about the new vending machines was inappropriate. Price
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........................5 a. Buying a Vending Machine b. Arranging Capital c.Developing Marketing Strategy * Market Segmentation * 4 P’s of Marketing Mix d.Importance of Maintainance & Insurance e.Execution f.Monitor g.Evaluation 4. Industry Overview and Analysis...................................................................................... 15 4.1. PEST Analysis...............................................
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New Vending Machine Pricing to Capture Value‚ or Not? Case Facts Coca Cola planned on introducing new vending machines that are able to automatically change prices according to ambient temperature. How this works: the price of Coke goes up in hot weather where cold drinks are regarded more valuable to satisfy thirst than in cold days. Coca Cola tried to maximize profit from these smart vending machines‚ after facing price war in supermarkets. This practice is called price
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The Coca Cola Company The company that I have chosen for my course project is the Coca Cola Company. The reason for my selection is simple‚ I am impressed with growth associated with Coca Cola and plan on further researching and analyzing how such growth of this magnitude is possible. The company was founded in 1886 by John Pemberton as a simple soft drink‚ created solely out of curiosity. John Pemberton‚ a pharmacist‚ mixed together the caramel flavored carbonated drink and initially starting
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meanings and emotional meanings of Coke to you? My personal feeling towards Coke is that it’s a sweet soft drink that can bring sense of refreshment when drinking frozen. But it’s too sweet for me‚ so I always add lemon with it. 2. What was Coca-Cola’s brand building strategy in terms of marketing 4Ps (Product‚ Price‚ Place‚ Promotion)? Product: Originally invented to be “an ideal nerve tonic and stimulant”‚ later in 1929 Coke (“The Company”) amend the tagline to be “the pause that refreshes”
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