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Jasmine Nassar

Product

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Coca Cola Canada has a wide range of di erent drink products with a total of 26 sub-

brands, including but not limited to: Fair life Lactose free milk, Smart & Vitamin water, Odwalla

fruit smoothies and of course all of the di erent Coca Cola soft drinks. All of these products

come in various sizes & packaging; cans, plastic bottles, glass bottles, and tetra packs. Having

multiple sizes and types of vessels allows for coca cola to be extremely accessible for any

occasion. For example, a can of coke might be convenient at a sporting event where you

would have time to drink the entire can in one go. Whereas if you were planning a picnic and

wanted to reduce waste, grabbing a few 2L bottles might suit your needs better.

Coca Cola is consistently finding new ways to rebrand and keep people interested.

Vitamin water has a funny little blurb on the side of each bottle explaining how the drink will

help and benefit them. Some of the bottles and cans of coke have names on them,

encouraging people to find their own names, or those of friends and loved ones, making

people perhaps choose coke over other beverages due to the novelty and sentimental value.

They are also excellent at rebranding products to keep themselves relevant. Their new line of

diet cokes in 4 di erent flavours, encourages people to keep trying their product.

Price

Pricing for Coca Cola products vary for each sub-brand as they are all have di erent

price expectations in their various drink type. Due to the wide range of drink products they use

a segmented pricing approach. All of their products a priced di erently depending on size and

packaging.

This also varies by market. In more developed countries such as Canada they have

relied more on making their product fancier and more interesting to increase their profitability.

For Coca-Cola specifically, they did this by o ering premium packaging such as glass and

aluminum bottles while still remaining a ordable and consistent in product quality.

All of their products are set at market price, keeping them aligned with their competitors

(ie. Pepsi). They are also known to use the psychological estimating system. By ending a price

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with a nine ($2.49) it can make the product seem cheaper even if they were to make it more

expensive ($2.79). The price has increased by thirty cents but to the consumer it doesn’t seem

like there has been a significant increase.

Place

Consumers should expect to see Coca-Cola products almost anywhere, whether they

know it's a Coca-Cola product or not. They are leaning very heavily into becoming a total

beverage company. This has become more of a reality with their acquisition of Fair life Lactose

free milk. Their products are available everywhere: Movie theatres, grocery stores, airports,

restaurants, corner stores, bars and sporting events etc. Although Coca-Cola was quite

popular in Canada already, in 1906 they opened the first bottling company in Toronto. Now

they have over 50 facilities across Canada, ensuring easy access to all Coca-Cola company

brands.

Promotion

In 2015, Coca-Cola increased both the quality and the quantity of advertisements and

promotional material. They invested approximately 250 million dollars into a global campaign

with more impactful ads. They chose to unite the Coca-Cola beverages (specifically the soda)

with a one brand strategy. Emphasizing that although there were many di erent kinds of coke,

they all still invoked the same feeling and that there was something for everyone. Aka “Taste

the Feeling”. They had a first initial round of 10 TV commercials, as well as digital and print ads.

Coca-Cola also uses sponsorship and incentives to promote their product. It is very common

to see the fame red and white Coca-Cola label splashed across race cars, jerseys and

stadiums. Having famous athletes and celebrities promote their brand shows that they are part

of the in crowd. Ad’s in Canada may feature Canadian athletes or celebrities or sporting events

to encourage that feeling of patriotism. Feeling has become an incredible promotional tool for

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Coca-Cola Company. They use it in their TV commercials for Fair life as well, showing happy

smiling family’s drinking their milk.

My Recommendations

I think that Coca-Cola could improve by becoming more environmentally friendly.

Although we already have some environmental initiatives, such as our recycling program and

our goals to achieve water neutrality, plastic has become a huge issue a ecting the oceans

and environment in general. If we decided to change our plastic rings and plastic bottles to a

biodegradable plastic, I believe this would increase sales as people would be more inclined to

purchase our products over our competitors. We could launch a campaign centred around

cleaning up the oceans while also partnering with “The Ocean Cleanup” a non-profit aiming to

clean up the plastic in our oceans using a filtration system. While recognizing that we have

contributed to the problem we could show initiative to making a change. I would so this by

using social media such as Facebook and Instagram. With regular posts as well as sponsored

ads, keeping people updated with our progress. People believe in what they see, so believe

that regular updates and progress will show our consumers that we don’t just talk the talk, we

also walk the walk.

Because we are new to the dairy market, especially the lactose free dairy market, I also

believe that we should be putting more funding into our promotions for Fair Life Milk. Milk is

becoming less popular with all the alternatives that have been saturating the market. The

Canadian Government even reduced the importance of milk on its new food pyramid for 2019.

I believe the best way to introduce people to our brand of lactose free milk is by letting them try

it for themselves. Consumers are also more likely to purchase something they know, rather

than something they’ve never tried. “Lactose free” can sometimes give the impression that the

milk will taste completely di erent or strange, but by giving away free samples at,

supermarkets and child friendly events, we can reach our target market, parents and their kids.

We all know that children can be fussy so why buy a whole jug of something your child may not

like? This allows us to encourage children to encourage their parents that they like this

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product. I have also noticed that it seems we are only o ering this milk in large format bottles.

If we extended this line into tetra packs, I believe we could tap into the market of having

parents pack this into school lunches or having them available at schools as well. Parents want

to be able to provide healthy alternatives to juice and soda when packing their kids lunches.

Sources:

http://business.time.com/2011/02/17/the-power-of-freebies-why-companies-pay-to-give-free-

samples-to-supermarket-customers/