Coca Cola. New Vending Machine Case Study
Autor: JenniferKobe • October 26, 2015 • Case Study • 864 Words (4 Pages) • 1,199 Views
COCA-COLA’S NEW VENDING MACHINE(A): PRICING TO CAPTURE VALUE, OR NOT?
CASE STUDY
OBJECTIVES
About coca-cola/ History
Benefits of the New vending machine
Problem of the machine
Solutions/ Recommendations
ABOUT COCA-COLA / HISTORY
Coca-cola is a carbonated soft drink manufactured by the Coca-cola company, which is an American multi-national beverage corporation headquartered in Atlanta, Georgia, United States. It is often referred to as Coke (a registered trademark of the Coca-cola company in the United states since March 27, 1944).
It was invented in 1886 by Pharmacist John Pemberton in Columbus, Georgia. Coca-cola was bought out of business by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the World soft-drink market throughout the 20th century.
The Coca-cola company, has on occasion introduced other cola drinks under the Coke brand name. The most common is Diet coke, and others include; caffeine free coca-cola, Diet coke caffeine free, coca-cola cherry, coca-cola zero, coca-cola vanilla and other versions. In 2013, Coke products could be found in over 200 countries worldwide, with consumers downing more than 1.8 billion company beverage servings each day.
BENEFITS OF THE NEW VENDING MACHINE
Coke’s testing of the vending machine that could change price according to the weather. The New vending machine could automatically adjust prices based on the temperature, if the temperature is high then the price will be high and if the temperature is low the price will be low.
Benefits include;
Boost company sales by providing discounts in offseason or when there’s less traffic meaning when the temperature is low and the price will automatically reduce and more people will be willing to buy.
It facilitates micro-marketing and understanding the local customers. Micro- marketing is where advertising efforts are focused on a small group of highly targeted consumers and the company will be able to supply to the local consumers based on brand preference.
Helps the company in managing logistics and capture real time data for analysis, the company will be able to tell which coke product has been bought in a particular location at a certain price at a given time.
Increases profit as it has been untouched by discount wars, because the machine can not reduce the price based on frequency of the customer or quantity of the product bought as in the case of supermarkets.
Improves product
...