Académique Documents
Professionnel Documents
Culture Documents
It is enjoyed hundreds of millions of times a day by people all over the globe. It can be found almost anywhere in the world, from large cities to remote villages, across five continents. The Coca-Cola Company sells nearly half of all soft drinks consumed around the world. No other soft drinks company sells even half as much! The Coca-Cola Company has a number of important soft drinks brands, the best known of which are Coca-Cola, Diet Coke, Sprite, Fanta and Lilt. In Ireland, the Coca-Cola brand is the market leader in the carbonated soft drinks (CSD) market, with a market share of 25 per cent. Its next nearest competitor, 7-UP, has 17 per cent of the market and its nearest rival in the cola market, Pepsi, has 3 per cent market share. The Coca-Cola contour bottle is one of the brands key icons and is the symbol of the brands authenticity. It was developed in 1916 to create a distinct identity for the brand in consumers minds and to protect the brand from being imitated by competitors. Today it represents the very essence of the brands identity in the marketplace and remains instrumental in differentiating the brand from all other competing products. This business study describes the creation of the Coca-Cola contour bottle and how this contour bottle has become a central component of the consumer strategy for Coca- Cola. It exam in es h ow this Contourisation Strategy impacts on all aspects of the brands marketing mix. It describes the successful introduction of Coca-Cola into the Irish market and examines the reasons for the success of the more modern packaging format.
Thinking that the two Cs would look well in advertising, Dr Pembertons partner and bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark Coca-Cola in his unique script. The first newspaper advertisement for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try the new popular soda fountain drink. During the first year, sales averaged a modest nine drinks per day. In 1888 Dr Pemberton sold his interest in Coca-Cola to Asa G. Candler. Candler formed The Coca-Cola Company in 1892 and immediately invested all his energy into advertising and marketing the product. He distributed souvenir fans, calendars, clocks and countless other novelties, all depicting the Coca-Cola trademark. So successful were his efforts that by 1895, Coca-Cola was being drunk in every state and territory in the United States. As demand for the product grew, production was increased and it was made available in straight-sided bottles. The bottling of Coca-Cola meant it could be consumed virtually anywhere. Consumption was no longer restricted to soda fountains. However, this led to a new problem. How could Coca-Cola be protected from its imitators? Early advertisements warned of the perils of poor imitations. Demand the genuine and Accept no substitutes reminded consumers to accept nothing less than the real thing. However, as soft drink competition intensified, so did imitation. What was needed was a distinctive form of packaging for the bottle. This would prevent Coca-Cola from inferior imitations.
the Coca-Cola red and white graphics the Coca-Cola brand name written in the universally known Spencarian Script th e fa m o u s c o n to u r s h a p e o f th e Coca-Cola bottle.
Together, these elements are instrumental in differentiating Coca-Cola from all other competing brands.
I I I I I
a symbol of the ultimate enjoyment and refreshment from Coca-Cola possessing a sensual look and feel a symbol of good times universally known and universally accepted a symbol which unites consumers around the world an aesthetically beautiful symbol.
MAIN MENU
PREVIOUS
NEXT
QUIT
driving, walking around town or just hanging out with friends. The message to the consumer was have you grabbed one yet?.
The Outcome
Since its launch, Coca-Cola in 500ml PET
in nearly 200 countries and producing hundreds of millions of servings a day, the Coca-Cola brand is without doubt one of the most successful marketing stories of the 20th Century. The Contourisation Strategy and the introduction of Coca-Cola in 5 0 0 ml PET fo rma t a re tw o mo re successful additions to this wonderful story.
2 3 4
Republic of Ireland Total Market Share of 330ml & 500ml (all brands) Price
Price is only one element in the value equation for the consumer. The 500ml bottle does not cost more than the 330ml can in terms of price per 100ml, and thus delivers additional value through the convenience, portability etc. of its packaging format. This supports the value proposition on other factors than price alone.
Contour bottle always used in advertising.
A LW AY S
Examine the key success factors behind the design of the contour bottle. (a) Explain what is meant by the term trademark. (b) Outline the advantages of having the logo of a company or product protected by a trademark. (a) Describe the various elements of the Coca-Cola trademark. (b) Examine the reasons why the Coca-Cola trademark is the worlds most widely recognised commercial symbol. (a) List the various functions of product packaging. (b) Outline the different messages which are communicated through the Coca-Cola contour package.
EF
RESHIN
5
The screw top cap made the product much more portable and allowed it to be consumed in any situation. This created a whole new range of consumer occasions in which Coca-Cola could be consumed. As a result, an entirely new user base of customers began to consume the product. An advertising campaign was designed for the launch, which reflected the products benefits of portability and flexibility. The campaign was designed to communicate that Coca-Cola in PET contour format could be consumed whether playing sport,
Place
In retail stores, a merchandising plan exists which places the Coca-Cola contour bottle in the most prominent shelf position in refrigerators. This is designed to maximise the impact and appeal of the product at the most important stage in the consumer decision-making process - the point of sale.
Promotion
The contour bottle features in all advertisements for Coca-Cola. It is also used on every form of promotional material targeted at both consumers and the retail trade. The Always Disc is a power f ul consistent f eatur e in all advertising and promotional materials.
format has achieved phenomenal sales success. The 500ml category now represents 13% of the total CSD market. The growth of the category has been driven by Coca-Cola. What is perhaps most remarkable about this success is that the growth has not come at the expense of sales of any other impulse products in the Coca-Cola range a situation known as cannibalisation. Instead, its growth in sales has been achieved by:
I
O u tlin e th e o b je c tiv e s o f th e Contourisation Strategy. Describe how these objectives were fulfilled.
7 8
attracting a whole new group of consumers to experience Coca-Cola in a refreshing and convenient package format encouraging existing Coca-Cola drinkers to consume more of the product by providing it in a larger format, which can be consumed on any occasion encouraging existing Coca-Cola drinkers to drink the product on more occasions because of th e a d d e d convenience of a resealable bottle.
Take a brand of your choice and describe how the various elements of its marketing mix (product, price, place, promotion and packaging) communicate its brand identity. Examine the reasons behind the phenomenal success of Coca-Cola in 500ml PET contour format.
The PET bottle format provided the ideal opportunity to translate all of the symbols and meanings associated with the original glass contour bottle into a modern package design. The message to the consumer was that the original Coca-Cola taste could now be enjoyed in a modern Coca-Cola package. The promise to the consumer is that Coca-Cola in contour is the ultimate thirst quenching and refreshing experience. The launch of the 500ml PET contour bottle also created an entirely new sales opportunity for Coca-Cola. This packaging format was immediately perceived by consumers as a much more convenient way to consume Coca-Cola.
10
(a) Explain what is meant by the term cannibalisation. (b) Outline how Coca-Cola in PET contour format enjoyed sales growth without cannibalising sales of other Coca-Cola products.
Summary
500ml PET launch advertising.
What lessons can other companies 11 learn from the Coca-Cola business study?
While every effort has been made to ensure the accuracy of information contained in this case study, no liability shall attach to either The Irish Times Ltd or Woodgrange Consultants Ltd for any errors or omissions in this case study.
The Coca-Cola Company began building its global network in the 1920s. Now operating
Business 2000
MAIN MENU
PREVIOUS
NEXT
QUIT