BLUE OCEAN STRATEGIES OF COCA-COLA
Coca-Cola Freestyle is a touch screen soda fountain introduced by The Coca-Cola Company in 2009. The machine features over 130 different Coca-Cola drink products, and custom flavors. The machine allows users to select from mixtures of flavors of Coca-Cola branded products which are then individually dispensed. The machines are currently located in major Coca-Cola partners and retail locations as a part of a gradual and ongoing deployment.
Coca-Cola remains committed to paying attention to consumers' changing needs as well as cultural diversity in what people like to drink and how they drink it. That commitment is evident by initiatives identifying emerging brands to innovation in packaging and recycling programs. Stevia
Naturally-sweetened beverages with zero or reduced calories. Strategy
To provide consumers with more choices of lower calorie beverages across their portfolio using a natural zero-calorie sweetener called Stevia.
Coca-Cola Interactive Vendor
The Interactive Vending Machine incorporates sight, sound, and motion video to take the vending experience from transaction to true brand interaction. Combine vending with digital point of sale advertising and promotion. Concept
Evolve the vending experience from transaction to brand interaction by combining a vending machine with point of sale advertising and interactive promotions. Create an amazing consumer experience. Strategy
Place in high traffic, high image immediate consumption channels. Focus on the teen consumer.
PlantBottle™ packaging replaces fossil fuels with plant material to make one of two ingredients used in traditional plastic. Because it uses plants, it has a lower impact on the environment than traditional plastic bottles. Plant Bottle packaging has been recognized by Industry peers as a winning Innovation. Consumer Benefit/Features
• 100% recyclable
• Made from plants instead of fossil fuels
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