1. Is selling Coke through interactive vending machines a good or a bad idea? Why?
Certainly we cannot judge it from a moral perspective otherwise we will fall into endless and pointless debate. I suggest that we analyze it in a marketing point of view. Marketing is about customer value, from identifying, creating, delivering, communicating, maintaining to rediscovering.
2. What is Coca Cola and what does it mean to the average consumer?
Coke is a strong soda brand: A brand is defined as a ‘name, term, sign, symbol, design or combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Coca Cola is sold in nearly 200 countries over the world and is the world’s favorite soft drink. Brand personality forms emotional constructs that help to form brand/consumer relationships. Even the type of drink customers buy will have a brand personality and so it will express their own self. Coca-Cola is known as ‘cool, all- American and real’. Coca Cola therefore means a lot to customers, particularly in America because it is immersed in American culture.
3. Where, how, and for whom does this technology create or destroy value?
In hot climates, it felt that the value of coke to customers is higher because a cold drink is needed more to quench their thirst. Therefore, this technology will increase the price of coke in warm climates, thus destroying the value of coke to consumers, particularly brand switchers who will find an alternative. There are brand switchers. This type of consumers will not have loyalty to Coca Cola and therefore be liable to switch brands based on price. Therefore it may create value of coke to brand switchers when in colder climates, but decrease value in hotter climates, as they will find a cheaper alternative.
4. Are there any pricing issues that can adversely affect the firm?
Coca-Cola needs to consider the risk of price wars if this technology...