Individual product decision (Coca Cola )

Introduction


As the world's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.



Product Attributes

Developing A product involves defining the benefits that it will offer. This benefits are communicated and delivered by product attributes such as quality features and style design.

Product Quality:

The characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

Product Features:

A product can be offered with varying features. A stripped down model one without any extras is the starting point.

For Example:

Coca Cola Company creates higher level models by adding more features. Features are a competitive tool for differentiating the company’s product from competitors products. Being the first producer to introduce a valued new feature in one of the most effective ways to compete.

Product Style & Design:

Design is a larger concept than style. Style simply describes the appearance of a product. Styles can be eyes catching or yawn producing. A sensational style may grab attention and produce pleasing aesthetics but it does not necessarily make the product perform better. Unlike style, design is more than skin deep it goes to the very heart of a product. Good design contributes to a product’s usefulness as well as to its looks.
Design begins with a deep understanding of a customer needs. More than simply creating product or service attributes it involves shaping the customer’s product use experience.

For Example:
Coca Cola provides higher performance quality than other soft drink. It has good taste, high quality, exclusive feature & eye-catching style.


Brand:

A name term sign symbol design or a combination of these that identifies the products or services of one seller or group of sellers and differentiates then from those of competitors.

For Example:

Most of the consumers would perceive a bottle of Coca Cola as a high-quality, expensive product. But the same soft drink in an unmarked bottle would likely be viewed as lower in quality & consumer would unwilling to buy.


Packaging:

The activities of designing and producing the container or wrapper for a product.

For Example:

In its quest for a refreshing, more relevant new look, Coca Cola created on less than 35 new domestic & international design. So consumer more attractive to Coca Cola.


Labeling:

Labeling range from simple tags attached to products to complex graphics that are part of the package.


For Example:

Coca Cola recently redrafted the graphics on its soft drink as a part of a broader effort to give the brand more meaning & social relevance to its youth audience.
Its Labeling has been affected in recent times by unit pricing, open dating & nutritional labeling.


Product Support Services:

Customer service is another element of product strategy. In this case Coca Cola provides information in web, net & other source for the shake of consumer.



Conclusion


The Coca-Cola Company is developing a new type of bottle that could replace at least some of the environmentally harmful plastic it and other beverage makers now use with more Earth-friendly material made from sugarcane and molasses. The company plans to announce details about the new package, called ‘Plant Bottle’, in mid-May.