“Keep It Real”…a Study on Coca Cola Glass Bottle Recycling & Promotion

4353 Words Oct 9th, 2010 18 Pages
“Keep It Real”…a study on Coca Cola Glass Bottle recycling & promotion
…prepared by Howard Glenn Wanned
For Morningside College and the Chesterman Company
Spring, 2010

The legacy of Coca Cola would be incomplete without one mainstay: the contour glass bottle. Changes in domestic beverage packaging trends have seen a steady decrease in the use of glass bottles. Plastic and aluminum cans are the norm, relegating glass bottles to a novelty, or a collector’s item. This is not the case in other countries, where Coca-Cola contour glass bottles continue to thrive.

This paper shall examine demand trends in the use of glass packaging, improvements in the glass packaging industry, continued success of glass abroad, and the general process
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While glass bottles account for just a fraction of total sales, each global market has its distinctive autonomy.

Coca-Cola sales in India are 50% returnable glass bottles, 48% plastic, and 2% cans. Coca-Cola opened China's first glass bottle production plant in 2004. South Africa’s Zimglass operation will be the supplier of Coca-Cola glass bottles for the 2010 World Cup. Regional demand has prompted the Industrial Development Corporation there to invest in a Zimglass furnace, which had been idle since 2004.

Localized events are excellent opportunities to increase product demand through promotional campaigns. The Siouxland market offers several promotional opportunities, including this year’s RAGBRAI, Saturday in the Park, and various summer festivals, where Chesterman Company maintains a strong presence. Many of these events are successful points-of-sale for bottled beverages. Outdoor activities may not be the ideal distribution point for glass bottles, but local grocery stores would benefit from cross-promotion.

Special events typically are associated with souvenir collection. Localized promotional packaging enhances retailer profit in advance of the events. Distribution of logo-embossed glass bottles for home consumption and for collectors will translate into stronger repeat sales at local events. Promotional campaigns tied to local events are the ideal way to increase glass bottle sales at grocery and deli outlets.

John Shaddox recalls

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