Coca Cola Classic is a non-alcoholic, carbonated beverage consisting of the following ingredients: carbonated water, high fructose corn syrup, caramel color, phosphoric acid, and caffeine. The exact flavor formulations for Coca Cola are not listed as ingredients on the packaging, because this type of proprietary information is highly valuable and must be protected from competitors (cocacola.com). Coca Cola can be purchased in a variety of unit sizes (see Appendix XXX), but canned Coca Cola is the most widely distributed of the package mix. According to Reuters.com, the entire company's package mix for 2004 was 62% cans, 14% 20-ounce, 12% two-liter, and 12% other formats.
Invented in 1886, Coca Cola has been a part of American culture for almost 120 years. It is the most popular and biggest selling soft drink in history, and its signature red and white logo is one of the most recognizable trademarks in the world (cocacola.com). The Coca Cola brand is such a global powerhouse that it is often identified with the United States as a whole, and for many people, it represents America and American Culture (wikepdia.com). According to the Coca Cola 2004 Annual Report, a focus on increasing immediate consumption is an important brand equity building tool and contributes greatly to overall profits.
Coca Cola currently markets their Classic brand to young, progressive individuals in their mid-teens to late twenty's. Their current advertising has four college-age males as the main characters who are filming a documentary about teens and young adults who are being creative and innovative.
According to the Beanstalk Group, Coca Cola is currently positioning their product as a lifestyle drink that is exuberant, youthful and fun (beanstalk.com). Coke plan's to get this image in the minds of consumers through their new "Make it Real" campaign, which evolved from their two-year-old "Real" campaign. Chuck Fruit, the architect of the new campaign, admits that Coke still has no core idea for the brand and that "Make it Real" may evolve if they get ideas from the consumer or have a better idea. He doubts that they will stray away from the current concept (brand week article). According to Mr. Fruit, the use of the word "real" represents authenticity, genuineness, a spirit of optimism, and the product as an uplifting refreshment.
Product Life Cycle/Perceptual Mapping:
Coca Cola Classic is currently in the maturity phase of the product life cycle. An indication that Coke is in this phase is the fact that sales levels are beginning to decline and growth is leveling off (text book). According to Beverage Digest, Coca Cola Classic lost 0.7% of their market share in 2004 and sold 3.0% few cases in that same year. Another indicator is that Coca Cola is making major investment decisions concerning the product's future. According to their 2004 Annual Report, Coca Cola is permanently increasing their budget for marketing and innovation from $350 million to $400 million, of which $123 million is for Coca Cola Classic (RDS Table Base). In the maturity phase, brand loyalty is an important factor, and Coca Cola can definitely attribute brand loyalty and brand equity to a majority of their sales. Our research has shown us that the two most important attributes in a quality soft drink were cold, refreshing temperature and accessibility (taste was third). The perceptual map in Appendix XXX, Graph XXX illustrates how Coca Cola Classic is currently perceived by the respondents in our survey regarding those attributes. Coca Cola is clearly the industry leader in the minds of the consumer, with Pepsi very close behind. Promotion
Advertising (current campaign examples):
In support of their "Make it Real" campaign, Coca Cola classic is currently running a series of advertisements that feature four college-age...