Marketing Coca-Cola
There is a distinct difference between days of old and modern times in the beverage industry. The Coke of today is not our founder’s Coke and it cannot afford to be. The Norman Rockwell days of Coca-Cola are gone, but Coke must not forget that the ethics of that era should be retained within the company’s core values. In order for Coke to stay ahead, and in order to regain control of the majority portion of the beverage market, Coke to step back and reevaluate the company, how the company is conducting business, what led Coke to success in the beverage industry, and determine how Coke can implement innovation, in order to regain control of the beverage market.
Innovation and Strategy
Marketing Executive Mary Minnick is on point with bringing a mix-up to the market. Ms. Minnick proved these mix-ups in the traditional market were not only worth exploring but she proved their worth in the Asian market, “by introducing 30 to 40 new products per year” (Sellers, 2006). Just as Ms. Minnick did in Japan, Coke (in North America/USA) needs to get down in the weeds and get to know the customer and his and her needs.
Once Coke believes they know the customer, Coke needs to develop products to meet those needs. Then the company needs to …show more content…
Although Coke’s main competitor, Pepsi, is having a great deal of success with their market power-house Gatorade, this is not all-encompassing of the target market and Coke’s PowerAde brand sports drink has had minimal success in this market. Coke cannot continue to believe that the PowerAde sports drink will ever obtain a substantial portion of the market. In order for Coke to be competitive and to obtain a sizable portion of this market, Coke needs to view this as an entirely new target market. This will require innovation and development of a new energy drink product line, to include a multitude of new
There is a distinct difference between days of old and modern times in the beverage industry. The Coke of today is not our founder’s Coke and it cannot afford to be. The Norman Rockwell days of Coca-Cola are gone, but Coke must not forget that the ethics of that era should be retained within the company’s core values. In order for Coke to stay ahead, and in order to regain control of the majority portion of the beverage market, Coke to step back and reevaluate the company, how the company is conducting business, what led Coke to success in the beverage industry, and determine how Coke can implement innovation, in order to regain control of the beverage market.
Innovation and Strategy
Marketing Executive Mary Minnick is on point with bringing a mix-up to the market. Ms. Minnick proved these mix-ups in the traditional market were not only worth exploring but she proved their worth in the Asian market, “by introducing 30 to 40 new products per year” (Sellers, 2006). Just as Ms. Minnick did in Japan, Coke (in North America/USA) needs to get down in the weeds and get to know the customer and his and her needs.
Once Coke believes they know the customer, Coke needs to develop products to meet those needs. Then the company needs to …show more content…
Although Coke’s main competitor, Pepsi, is having a great deal of success with their market power-house Gatorade, this is not all-encompassing of the target market and Coke’s PowerAde brand sports drink has had minimal success in this market. Coke cannot continue to believe that the PowerAde sports drink will ever obtain a substantial portion of the market. In order for Coke to be competitive and to obtain a sizable portion of this market, Coke needs to view this as an entirely new target market. This will require innovation and development of a new energy drink product line, to include a multitude of new