Coca Colas brand image and its New Vending Machine

Capture Prize or Not?

Coca-Cola, the famous beverage is a flagship result of The Coca-Cola Company. The assemblage is not solely a creator but too a distributor and a trafficer of frequent other non-alcoholic beverage concentrates and syrups. Coca-Cola was unnatural by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and infamy was bought in 1889 by Asa Candler who incorporated it in The Coca-Cola Assemblage in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola exotericly offers aggravate than 400 infamys in aggravate 200 countries. Originally Pemberton solely sold 9 glasses each day. The Coca-Cola Assemblage now sells aggravate than 1.6 billion cans each day.

Coca-Cola instrument abundant aggravate to its customers than substance normal a tender swallow. It is a preferred swallow during summers and gregarious gathering and so has befit an unimpaired and adventitious deal-out of each one’s vitality. But of-late Coca-Cola has been inferior a fearful whole of instrument investigation. On December 17, 1999, The Wall Street Journal ran a front page anecdote headline “Tone Deaf: Investor has got all skills of a CEO but One: Ear of Political Nuance. A few months following came a general kinsmen gaffe, vocpowerful got out that Coke was testing a new vending channel technology that changes appraisement invetereprimand on latitude stipulations. Coca-Cola would possess deserveed $328.5 darling per-annum if they sold cans at 85 cents on HOT days and for 55cents during the colder days. This headstrong appraisement nicety had angered the consumers, gone Coca-Cola was portico independent employment of their destiny.

After carefully analyzing the contingency, three key points for this disagreement were addressed.

Temperature balbutiation technology itself.

Pricing and Promotional matters

Brand Image

The chief children is the latitude balbutiation technology itself. Chairman M.D Ivester was interviewed by a Brazilian newsmagazine, Ivester had illustrative how the insist extensions during the sports championship finals held in the summer warmth. “So, is it reasonpowerful that the cans should be aggravate rich?” to which Ivester quoted “The channel frame establish this regularity automatic” which frame substitute the net pay for the assemblage. In such a contingency, can the computer morsel be considered not spurious? Another inquiry was on what account were the ultimatum and reserve latitudes set?

These appoint of inquirys want to be answered. There can be rectify substitutenatives to extension the improvement edge rather than changing appraisements in correspondence delay the latitude. An article had appeared in New York Times on 29th October 1999 stating that if substitutenatives are not selected, then in neighboring advenient Coca-Cola capacity end up delay a channel that X-rays the customer shirk and frame fix the appraisement accordingly.

The succor children was the explicit pricing and promotional matters confused delay this new technology. The prize of each result is contrariant for contrariant assemblage of consumers. Hence, the pricing of a result is immediately cognate to the promise prize, and this promise prize cannot be invetereprimand on any unmarried set criteria. The conceptional appraisement for any result or employment is one that is enlivening to twain buyer and seller. Whereas, “Coca-Cola had enthralled ample employment of the Law of yield and insist and quietly began testing the latitude easily-abnormal vending channel” as quoted in New York Times, which was aimed to establish improvements from consumers capital.  Coke was too not powerful to pomp the prize of its result to the consumer delay this new enlargement policy.   Additionally, following the general kinsmen blacksmith that went parallel delay this anecdote, the consumers already had a bad elegancy in their mouths.

There was bulky implicit for diversified innovations which would possess been aimed to frame consumer reliance. They could had adjusted appraisements invetereprimand on insist at a inequitable channel or inferior the appraisement to boost sales at off hours or when there is close commerce.

Vending channels has befit an increasingly grave commencement of improvements for twain Coca-Cola and its arch contend PepsiCo. The vending channel has remained abundantly untouched by discounting. Therefore, “There were a sum of initiatives inferiorway in Japan and United States where the technology in vending is eagerly neat not solely from a latitude scanning power but too to inferiorstand when the channel is out of supply”, said Andrew Conway, a beverage analyst for Morgan Stanley. Gone the electronic components are neat aggravate and aggravate mobile and estimateless, so, improvement is poor by ones creativity. Bill Pecoriello, a supply analyst too applauded the stir to extension improvements in vending channel calling.

The third children was, How frame Coke’s infamy statue be abnormal or desire this policy. According to the announce presented by Interbrand, a infamy consultancy company, the statue of Coca-Cola Co. was aggravateall the most valupowerful for eight years in a row. It has been encircling for aggravate 100 years and is public for its top indentation trafficing and gregarious function assemblage. So Coca-Cola wouldn’t possess played delay its darling dollar infamy prize, infamy prize is the whole that a infamy is estimate in promises of pay, implicit pay, repute, prestige, and traffic prize. Brands delay a excellent prize are guarded as considerpowerful goods to a assemblage, so that when a assemblage is sold a infamy delay a excellent prize may be estimate aggravate than any other importance.

Tpowerful 1:

Coca-Cola Company

Consolidated Balance Sheet – January 31, 2001

Current Assets

Dec. 31, 2001

Dec. 31, 1999

Cash & Equivalents



Short Promise Investments









Pre-Paid Expenses



Total Exoteric Assets



Long Promise Assets



Property, Plant, & Equipment






Total Assets



Note: The Balance Sheet of Coca-Cola for the financial year 2001 are useable from the “Annual Announce 2001 – Coca-Cola Hellenic – Passion for Excellence”

Coca-Cola HBC Annual Report 2001, retrieved from –

In Tpowerful 1, the Completion exoteric goods embrace all the outlay and investments in that financial year. And the Completion goods are the investments of the assemblage from the year when it was founded. We can see that the Goodwill/Brand prize is closely 10 percent of the completion goods it had invested. So this would possess a unequivocal property on any result it would expatiate. But in this contingency the infamy prize would be at peril gone the channel had created feud in the consumers.

Therefore in appoint to disband this feud, I feel that that Coca-Cola should expatiate the channel so that they can frame tail the consumers’ reliance and too deserve improvement. This can be achieved if they expatiate the identical latitude sensing vending channel but delay a contempt qualification, instead of increasing the appraisement on hot days they should impair it so that consumers would be felicitous, as they would get the abundant wanted Coke at a estimatelesser reprimand when they it the most. Delay a union of flow in sum or sales and smaller improvements twain the stipulations would be content.

Cite This Work

To export a reference to this article please select a referencing stye below:

Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.

Order a Unique Copy of this Paper