Coca-Cola: Deciding on the Look
Le Hang Luu- ID 224703
Columbia Southern University
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola®, the world’s most valuable brand, the Company’s portfolio features 14 billion dollar brands including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitamin water®, Powerade®, Minute Maid®, Simply® and Georgia®. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, Coca-Cola is focused on initiatives that reduce its environmental footprint, support active, healthy living, create a safe, inclusive work environment for its associates, and enhance the economic development of the communities where it operates. While most of its branded beverage products are manufactured, sold and distributed by independently owned and managed bottling partners, from time to time company does acquire or take control of bottling or canning operations, often, but not always, in underperforming markets where company believes Coca-Cola can use its resources and expertise to improve performance. In addition, Coca-Cola has no controlling ownership interests in numerous beverage joint ventures, bottling partners and emerging beverage companies. Coca-Cola makes its branded beverage products available to consumers throughout the world through its network of bottling. How can Coca-Cola team and company officials get a good sense of what consumers like before deciding the designs? Let answer three questions for discussion.
Questions for Discussion
1. How do you think the analytical model of decision making (see figure 10.1, page 335) might have been applied by Coca-Cola when designing new bottles? What specific tasks might have been done at each step in the process? Problem Identification:
Since Coca-Cola is in essence that drinks content may not change for a long time, company needs to seek a breakthrough innovation in the packaging to promote sales of Coca-Cola as Greenberg (2011) mentioned “ the head of Coca-Cola’s design team was charged with creating a consistent new look for the company’s products and needed as much input as possible. Define Objectives:
As Greenberg (2011) stated: ‘Today, with 450 different brands, more than 300 different models of vending machines, and different design standards being used throughout the world, the design task is a bit larger in scope. Today’s design team identified three considerations as follows: The design had to identify the brand clearly
The design should create a good experience for the user
The container should be made from environmentally friendly materials Make a Decision:
According to Greenberg (2011), Coca-Cola had turned the designing job to design staff at the branding and packaging firm Turner Duckworth. Problem Solved:
According to Greenberg (2011), the new design was an aluminum contour bottle in traditional Coke red with the white script logo wrapped prominently around the middle. It was a sexier, updated version of Mr. Dean’s Coke bottle—immediately recognizable but up-to-date. 2. What errors or biases might have contributed to less-than-perfect decisions in this case? How might they have been overcome? The design group believed that Coca-Cola in the analytical model of decision did not put enough effort to consider the process of comprehensive, such steps generate alternatives and evaluate alternatives was very lacking, did not show sufficient choice. Then, Coca-Cola opened up and let consumers design, selection bottle like to make innovative marketing tactics. 3. What recommendations for...
References: Coca-Cola. (2009). Coca-Cola Journey. Retrieved from
Greenberg, Jerald. (2011). Behavior in Organizations. Prentice Hall, NJ: Pearson Education.
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