It was imperative that coca-cola take into the buyer's perspective and the adverse reaction to its image brand if they chose to go forward with the price change coca-cola had to part with the idea and issue a public statement mentioning that it would not introduce such a vending machine.
Coca cola’s new vending machines (a): pricing to capture value or not the current actions could significantly erode its brand equity done wrong if coca cola is all about the coke brand and image documents similar to coca cola new vending machines skip carousel carousel previous carousel next.
Scott morrow mgt 531 case #1 1/31/08 coca-cola's new vending machine statement of problem coca cola, the world's largest beverage company, has been under a tremendous amount of media scrutiny lately. The new artificial intelligence technology will also allow coca-cola to fine tune each machine to its location by analyzing purchasing behaviors and customer data, the vending machines will be able to promote appropriate products for the area, and even offer discounts and deals which will be bespoke to that machine.
The coca-cola formula and brand was bought in 1889 by asa candler who incorporated it in the coca-cola company in 1892 besides its namesake coca-cola beverage, coca-cola currently offers more than 400 brands in over 200 countries. Google partnered with coca-cola for a unique advertising experiment: to re-imagine the brand's iconic “hilltop” commercial from the 1970s using modern-day technology consumers could literally “buy the world a coke” by sending a stranger in a faraway country a beverage using a mobile app linked to special vending machines. Coca cola a vending machine case study problem statement: coca cola co, the world’s largest beverage company is facing a public relation nightmare which can ultimately put their brand image at stake.
So coca-cola wouldn't have played with its million dollar brand value, brand value is the amount that a brand is worth in terms of income, potential income, reputation, prestige, and market value brands with a high value are regarded as considerable assets to a company, so that when a company is sold a brand with a high value may be worth more.
Coca-cola has been working on its brand image and digital strategies over the past few months in an effort to stay relevant among younger consumers its diet coke brand got a refresh recently with new taller, slimmer cans, new flavors and an updated marketing strategy, and helped coca-cola’s drink volume grow 3% in q1 2018. Coca-cola has teamed up with theme park operator merlin entertainments to launch a new breed of reverse vending machine, which offers discounts in exchange for plastic bottles over the summer.
The new artificial intelligence technology powering these vending machines not only helps coca-cola mine huge volumes of data which can then be used to drive further marketing decisions, but also offers unique and personalized purchasing experiences for fans of the brand. Coca-cola will debut its new vending machine apps over the next fortnight at select locations in the us, australia and new zealand – allowing customers to order multiple drinks ahead of time.