Coca Cola

Introduction The Wall Street Journal released a story suggesting that Coca- grass pass on be launching a new vending shape that could raise charges during warmer suffer. The media attention triggered controversy that may potentially damage Coke’s brand. The best option forget manage Coke’s brand paper as an available source of happiness (Exhibit 1), while exploring new ship canal disco biscuit products. Options Raise the value of Coca-Cola sodas and offer discounts for cool weather â€" Coca-Cola may significantly increase increase margin by introducing vending machines that allow fluctuate price depending on the weather. When the price is raised to 90 cents per can in vending machines, the caller-up depart make an additional $65,000 for every million sell (Exhibit 2 and 3). The company may manage the backlash from consumers against the raised price by using the smart vending machines to offer a discount for when the temperature drops below 75F. However, the price diverge will exploit consumers who live in warmer places such as Hawaii and Florida. Meanwhile consumers in Canada and New England will make headway from discount prices throughout most of the year. Furthermore, a higher price may turn customers to choose a cheaper substitute such as Pepsi, Coke’s main competitor (Exhibit 4). Do not distribute smart vending machines â€" Coca Cola will preserve the strong brand image and reputation by refraining from distributing “smart” vending machines.



This plan also entails a news release to the public about Coke’s intentions to stop the spread of rumors and unwanted media attention. There has already been disconfirming consumer response from the news of such machinery. Coca Cola is the contemporary market leader with 44% of market share followed by Pepsi with 31% (Exhibit 1). A mistake may quickly change the market trend and set back the company. However, Coke will have to find an alternative method to increase profit margin to stay ahead of the competition. Increasing...

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