How can established, longstanding businesses attract younger shoppers? It is the question that company after company is attempting to tackle, …
Coca-Cola Lures Gen Z Consumers with Pixel and Dream-Flavored Beverages
26 Monday Sep 2022
26 Monday Sep 2022
How can established, longstanding businesses attract younger shoppers? It is the question that company after company is attempting to tackle, …
23 Friday Sep 2022
Posted Marketing Tidbits
inI’d like to buy the world a Coke … but it’s gotten too expensive. In a bold move, Coca-Cola executives say they intend to keep raising their prices—even while inflation-shocked consumers are looking for places to save some bucks. The U.S. Bureau of Labor Statistics finds the average cost of a 12-ounce can of soda, in a 12-pack, has increased by 45 percent in less than four years. So how can Coke get away with it? In short, because despite the higher prices, customers keep buying the company’s fizzy drinks. In July, after Coca-Cola posted higher than expected second quarter earnings, its chief financial officer noted, “We continue to see resilience and a lot of demand not just in the U.S. but across the world.” Then he offered some theories for why this resilience persists—including pent-up demand for going out to theme parks and movie theaters, where a Coke is part of the experience. Another hypothesis is that there just is not a satisfactory lower-cost alternative. Whatever the reasons, it seems lots of people are going to keep having a Coke and a smile, at any cost, and perhaps just cut back elsewhere.
Source: Elizabeth Crawford, “Coca-Cola Co. Considers Additional Price Increases Ahead of Potential Recession,” foodnavigator-usa.com, April 26, 2022; Jeff Gelski, “Coca-Cola to Keep Passing through Costs,” Food Business News, July 27, 2022; Kelsey Davis, “Will There Be an End to the Soda Price Increase? Not Likely. Here’s Why,” The Repository, September 9, 2022; Connor Hart, “Coca-Cola Posts Higher Quarterly Sales Despite Price Increases,” The Wall Street Journal, July 26, 2022
13 Wednesday Jul 2022
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In its earlier iterations, Coca-Cola’s Freestyle machine promised an essentially unlimited range of drink options that allowed consumers to customize …
24 Monday Aug 2020
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Using its own classification system, Coca-Cola refers to its brands with simple labels to describe how they are performing. The …
18 Tuesday Feb 2020
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Noting the vast popularity of subscription services for consumer goods—an estimated 54 percent of U.S. consumers pay fees to receive …
12 Wednesday Feb 2020
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At restaurants and movie theaters around the world, consumers encounter a handy way to personalize their soft drinks: Coca-Cola’s high-tech …
14 Thursday Jan 2016
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When Coca-Cola checked its sales data recently, it found consistently over the past few quarters that sales of smaller containers, …
15 Wednesday Oct 2014
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The strategy Coca-Cola has adopted for its new Life brand of carbonated beverage may seem somewhat unconventional. The soda already …
30 Wednesday Apr 2014
The idea was innovative and compelling. The demand was clear, and consumers expressed great willingness to purchase the new item. …
22 Tuesday Jan 2013
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Access to the corporate jet is perhaps the last big status symbol available to successful executives. That, and maybe investing …