Case Study Of Pepsi Cola

1286 Words 6 Pages
In 1915 the contour bottle prototype was designed and patented by the Root Glass Company and became the reference pack for Coca-Cola. This contour bottle was the only packaging used by the company for about 40 years until the 1955, when the company launched its king-size pack. The use of the contour shape has extended beyond glass to PET bottles of up to 2-litres in size. Most recently they have introduced the aluminum bottles. [4]
Pepsi Cola has always been innovative with its packaging. In 1904 Pepsi started selling its six ounce bottles and in the year 1934 they debuted their 12-ounce bottle in Baltimore, where is became an instant success. Pepsi Cola continued its packaging innovations by introducing the new 16-ounce size which was the
…show more content…
It is one of the variables of the marketing mix that company uses to build its marketing strategy. It is very critical part of the marketing mix as the success of the marketing strategy heavily resides on choosing the right price. There are many factors that could affect the price of the product and some of them are unit price of the product, market conditions, competitors pricing strategy, customers buying power etc.
List Price: Coke first entered into the CSD market and they decided their pricing was based on the cost incurred on the product, operating cost and targeted profit margin. After introduction of the competitors they adopted pricing which based on
…show more content…
The first marketing efforts made by the company was in the year 1887 through coupons for free samples, which was followed by the newspaper advertising and distribution of promotional items. In 1970’s Coke initiated advertisement to reflect a brand connected with fun, friends and good times. Some of the most remembered efforts were Hilltop Singers performing “I’d Like to Buy the World a Coke” in the year 1971, “Have a coke and a smile” in 1979. In 1980’s they came up with some of the memorable slogans such as “Coke is It!”, “Can’t Beat the Feeling”. In 1993, a popular “Always Coca-Cola” campaign was launched in a series of advertisement featuring animated polar bears. In 2009, the “Open Happiness” campaign was launched the central message behind was to pause, refresh with a Coca-Cola and continue to enjoy one of life’s simple pleasures.

Related Documents