Tag Archives: Coca-Cola

Refreshing Soft Drinks at the Touch of a Button

Kuerig

Consumers are used to quickly brewing coffee at home with coffee-pod machines such as Keurig. But for cold carbonated beverages, choices have been limited to either pre-made sodas or using a carbonation system such as SodaStream. A new venture between Keurig and Coca-Cola is changing that model. The two companies have partnered on the Keurig Kold – a countertop machine that instantly makes chilled beverages including soft drinks, iced tea, and sports drinks in homes.

Keurig Kold is available online plus selected retailers in Atlanta, Boston, Chicago, Dallas, Los Angeles, and New York markets. The machine is priced from $299 to $369 per unit, plus an estimated $5.00 per four-drink flavor pod, including popular flavors from Coca-Cola.

The innovative flavor pods contain beads of carbon dioxide in half of the pod, thus providing carbonation without the need for a carbon dioxide tank. Refreshment and carbonation at the touch of a button, all on a home’s counter.

Group Activities and Discussion Questions:

  1. Pricing is usually a complex topic. Discuss the six steps for pricing (determining objectives, estimating demand, determining cost/profit relationships, select price level, set list price, and make adjustments).
  2. Discuss the various pricing models in class: demand-oriented, cost-oriented, profit-oriented, and competition-oriented.
  3. Show the video of the new product: https://youtu.be/M16A-IEvA0U
  4. Bring up Keurig’s Web site: http://www.keurig.com/content/kold-landing
  5. For Keurig Kold, divide students into groups and have each group work on any/all of the six steps.
  6. When setting the price level, assign each team a different model to use (demand-oriented, cost- oriented, etc.).
  7. Debrief the exercise. Compare the various pricing models and discuss advantages/disadvantages of each. Is the Keurig Kold priced appropriately for the target market?

Source: Brandchannel.com

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Does Research Funding Source Matter to Results?

Research

Research is a critical component in marketing as well as science. A key criteria for a solid, credible research project is that it clearly delineates the research process, and the funding. When this does not happen, then consumers feel mislead and tricked, and the result is a loss of trust.

This is what happened last month to the Global Energy Balance Network when it released a research report claiming that there was no compelling evidence that fast food and sugary drinks have contributed to health issues such as obesity and diabetes. But a key omission was that the NGO failed to disclose that one its key funding partners was Coca-Cola, which contributed $1.5 million to the NGO. In addition, Coca-Cola also provided additional funding for various projects to two of the Global Energy Balance Network’s founding members.

Adding to the furor was the lack of transparency and information on GEBN’s Web site, which was eventually corrected. Many corporations provide funding for research projects. What is their responsibility, and the researcher’s responsibility, for disclosing project and funding details?

Group Activities and Discussion Questions:

  1. Discuss the importance and use of research in marketing.
  2. Discuss the issue of transparency in research. Why is this important?
  3. Bring up the Web site for Global Energy Balance Network: https://gebn.org/
  4. Have students review the site and evaluate the material, including funding.
  5. Discuss the ethical considerations for research and funding.
  6. Given the negative press that occurred after the research funding disclosure, what could Coca-Cola and Global Energy Balance Network do to regain consumer confidence?

Source: New York Times

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Coca-Cola Transforms Empty Plastic Bottles

Coke

Trash and recycling are important topics, but not always easily addressed by companies and individuals. Let’s admit it – trash just isn’t attractive or high on priority lists for most people. But what would happen if we could turn some of our trash, such as plastic bottle, into fun and useful items? Coca-Cola is doing this very thing in Vietnam with a campaign called “2ndLives,” a 16-cap system of unusual bottle caps that can turn empty plastic bottles into new objects such as lamps, toys, paintbrushes, squirt guns, and more.

The beverage industry has long faced attacks over the issue of plastic bottles. Campaigns such as this one can help encourage the reuse of packaging. Other examples are Pringles with an app that encouraged people to reuse chip cans as music amplifiers, and Domino’s Pizza with pizza boxes reused as jack-o’-lanterns. What can you think of for a similar campaign?

Group Activities and Discussion Questions:

  1. Show the video: http://youtu.be/rWgCQgzJOU4
  2. Poll students: What are common products that have discarded materials (similar to soda and pizza containers)?
  3. What are the challenges for these products? What would be the benefit of reuse?
  4. Divide students into teams. Assign each team one of the products and have them develop campaigns for reuse/repurpose.
  5. Debrief by having each team present its product and campaign. Vote on the winning idea.

Source: Ad Age Daily

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