Dissertation on Coca Cola

The Coca-Cola's New Product

Today the way British people are associated with drinking tea American people are associated with drinking Coca-Cola. However, a correction must be made, not only people from the United States of America drink Coca-Cola but actually people from all over the world do. We read in the news that Coca Cola drinks contain drug participles that lead to addiction – but we still drink Coca-Cola. We hear that with every sip of the bubbly dark-brown Coca-Cola drink our liver bears the damage that later would not be restored, though we go to the next shop around the corner and buy Coca-Cola.

There is just something in this drink or maybe in the brand itself that attracts the customer and has him/her stick with it.

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In my paper I would like to first of all give the reader a brief insight into the history, marketing strategy, major and some other information about the Coca-Cola Company. Then, having introduced the company, I would like to shortly describe the main product of the Company that is Coke (or Cola), that is in fact my favorite. After that, I will suggest a new beverage that, in my opinion, would boost the revenues of the Coca-Cola Company.

Today the Coca-Cola Company is the best known and richest beverage company in the entire world, being mostly popular for its dark-brown carbonated Coca-Cola drink. The formula of the drink was invented by pharmacist John Stith Pemberton in 1886. The same year the Company was established as the J. S. Pemberton Medicine Company. This first Company was just a small partnership between Dr. John Stith Pemberton and Dr. Ed Holland. At that time the two doctors could never think that their idea would lead to such overwhelming success. Upon formation the Company launched only three products that were: Pemberton’s French Wine of Cola (that is the Coca-Cola known today), Pemberton’s Indian Queen Hair Dye, and Pemberton’s Globe Flower Cough Syrup (Reed, 1889).In 1889 the formula was bought from the original creator by Asa Candler who opened up a new Corporation in 1892 in Atlanta, Georgia.

Since 1892 the Coca-Cola Company had made a long and thorny way up the stairs of success. Today it offers nearly 400 brands in over 200 countries. The CEO of the Company is Muhtar Kent whose main motto is to make the Coca-Cola products present and bought everywhere. The Corporation operates in the following way: the bottlers around the world hold contracts with the company that are limited territorially. They bottle the finished product that is produced “from the concentrate in combination with filtered water and sweeteners” (Bellis). Then, the Coca-Cola products are sold, merchandised and distributed in the stores, bars, restaurants, and vending machines (Pendergrast, 2008, pp. 3-4). These and other activities help the Coca-Cola Corporation achieve the market capital of $140 billion (Coca-Cola Website, 2008).

In the Coca-Cola Company it is considered that innovation leads to success. As it is stated on the Company’s website, the innovation in the company is in the five main segments that are: Product, Packaging, Equipment, Marketing and Marketplace (Coca Cola Website, 2008). This can be interpreted as follows: the Company constantly comes up with new products; it puts a lot of effort in the eye-catching and ground-breaking design of packages; it invests millions into advertising and makes sure that the products are available everywhere they could be needed (Giebelhaus, 2008). 

The marketing activities of the Company are so impressive that they have to be described in more details. The Coca-Cola Company has been operating for over a century and is flourishing. According to the business reports, it is currently in the renewal level of the post-maturity stage in the business life cycle (Giebelhaus, 2008). The beverages produced by the company are targeted at all the consumers, though there are some brands, which target specific consumers. Such brands are: Coca-Cola’s diet - created mainly for the people of older age, and PowerAde drink that is for people who try to stay fit and need a fresh drink during work outs.

The Coca-Cola Company uses its marketing strategies to distinguish its product from its competitors and gain the competitive advantage. The main source used to increase the awareness is the advertising (Giebelhaus, 2008). The most advertising of the Coca-Cola products is made on TV, this allows the company to reach the responsiveness of a large and diverse audience. People are motivated by the Company’s products with such slogans as “You know you want it” or “If you drink it, you get better of life”. In the Coca-Cola commercials there are always young, healthy, fit and sexually attractive people, who drive expensive cars, attend glamorous parties and drink Coca-Cola together with their attractive friends. Of course, the Company is also constantly involved as a sponsor of world’s notable occasions, like the Olympics and the FIFA World Cup (Coca-Cola Website, 2008).

As I have already mentioned, the Coca-Cola offers 400 brands in over 200 countries, besides its Coke beverage. This includes such drinks as: Diet Coke (introduced in 1982), Diet Coke, Caffeine-Free, Cherry Coke (1985), Diet Cherry Coke (1986), Coke with Lemon (2001), Diet Coke with Lemon (2001), Vanilla Coke (2002), Diet Vanilla Coke (2002), Coca-Cola C2 (2004), Coke with Lime (2004), Aquarius Mineral Water (2004), Diet Coke with Lime (2004), Diet Coke Sweetened with Splenda (2005), Coca-Cola Zero (2005), Coca-Cola Black Cherry Vanilla (2006), Diet Coca-Cola Black Cherry Vanilla (2006), Coca-Cola BlāK (2006), Diet Coke Plus (2007), Coca-Cola Orange (2007). Such popular beverages as Fanta and Sprite are also produced by the Company, they were invented in 1943 (Coca-Cola Products and Brands, 2008).

The list of beverages produced by the company mentioned above is impressive. Though, in my opinion, the product that is dominating over all of the mentioned above is the regular Coke. This drink stays popular no matter what other drinks the Coca-Cola Company comes up with. Coke is very carbonated, though tends to be not very sweet in taste. It contains caffeine that charges one with energy that is usually obtained from a cup of coffee. What is interesting is that the formula for creating Coke is kept as a corporate secret and is said to belong only to two people working for the corporation. The largest competitor of Coke is Pepsi. The two drinks are very similar and most people cannot event tell the difference, though Pepsi is sweeter and less carbonated. The two companies have been rivaling for a long time. Nevertheless, for the moment Coke holds a noteworthy advantage over Pepsi as for brand equity (Mallas, 2008).

Now I would like to suggest a new product to the Coca Cola Corporation. This product will be a kind of an ice-tea drinks that are very popular nowadays. The products of the Coca Cola Company are usually considered to be not healthy: they are made with addition of chemicals, they are carbonated as well as they contain dye-stuff. The new ice-tea I would like to propose should not be any of the mentioned above. The name of this drink will be “American Ginseng Tea”. The name itself will already propose that the drink is healthy because everyone knows that ginseng is a very health-giving herb as well as the costumer will see that a drink possesses a patriotic note, having in its name the word “American”.

The new product should be targeted to all the age groups. The emphasis during advertising should be made on the fact that the drink is totally healthy, does not contain chemicals of dye-stuff and could be consumed even by children and infants. In my opinion, a good way to show that the product is healthy and one hundred percent preservatives free is to sell the American Ginseng Tea in the drug stores. There the product should be advertised as the one that leads to the strengthening of the immune system and longevity.

The beverage should be bottled in the same way all the Coca Cola products, thus bottles of sizes 2 liters, 1.25 liters, 600mL and 300mL as well as aluminum cans of 375mL should be available. The price for the product, in my opinion, should be the same as the price of other Coca Cola products. Though, at the early stages of launching the product should be offered to the costumers on “Special Offer” basis, leading them onto an idea to purchase the drink.

At first the regular American Ginseng Tea should be introduced, however, if the launching turns out to be successful, the Coca Cola Company can extend the line by launching such drinks as “American Ginseng Tea Light”, “American Ginseng Tea Sugar Free”, “American Ginseng Tea Cherry Flavor”, or “American Ginseng Tea with Addition of Caffeine”. The later of course will be targeted at the older population who consider coffee products to be too damaging for the health, while may choose the healthy ginseng tea with a small addition of caffeine to boost their energy.

As for the design it is very important that the label on the bottle should be in light pastel colors. The Coca Cola products are usually very bright-labeled and eye-catching. However, the “American Ginseng Tea” varies greatly from the existing products, and the goal of the Coca Cola Company would be to show that it does. Thus, the labels should be mostly green and yellow. These colors usually symbolize health, warmth, and therapy, this is the image needed for the new product. Today more and more schools ban selling or carbonated Coca Cola and Pepsi drinks on the school premises. However, special medical researches must be made in order to prove that “American Ginseng Tea” is a healthy product that not only could, but simply should be consumed by the school-children.

In conclusion I would like to say that even though, the “American Ginseng Tea” product sounds to be too ideal to be created, its creation is possible. I think that a product of a kind should be created and launched. Moreover, if the Coca Cola Corporation undertakes the healthy drink project it has to put all of its efforts into advertising of this specific drink. This will boost the revenues as well as corporate image the company creates upon the public. It is important to say that, the Coca Cola Company is a well established corporation and it has been such for over a century, thus its other product lines would not suffer from the emerging of a new innovative product.

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