The Coca-Cola Company is one of the oldest manufacturers and sellers of soft drink beverages mainly include the cola drinks. Dr. John Pemberton developed the Coca-Cola® syrup on May 8, 1886 and this the foundation day for Coca-Cola Company. …
Dr. John Pemberton developed the Coca-Cola® syrup on May 8, 1886 and this the foundation day for Coca-Cola Company. Since its inception, the cola drink became one of the most famous and largest selling non-alcoholic beverages. The rapid popularity of cola drink of Coca-Cola Company had led to expand its market in international boundaries and in every international market its performance has been applaudable. With the passage of the company kept introducing many innovative beverages other than cola drinks. In the process, the Coca-Cola Company was led by a number of efficient decision makers like Roberto Goizueta and Warren E. Buffett who have contributed towards the value growth of the company. This paper mainly deals with case of Coca-Cola Company when it was led by the veteran Mary E. Minnick, the “Executive Vice President and President of Marketing, Strategy and Innovation” (Forbes, 2011). Based on the given case study, multiple aspects like innovations and product development strategy and in this process the role of Mary E. Minnick will be discussed. Question 1 Describe and evaluate Coke’s marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends. During 1980s and '90s, the Coca-Cola Company was the global leader of non-alcoholic beverage company and had portrayed itself as one the best blue chips companies. This was the phase when the company was led by the team of Roberto Goizueta and Warren E. Buffett. However, after this immediate period of glory, it faced a threat from the key rival PepsiCo Inc. PepsiCo was founded in 195 by Donald M. Kendall with the similar concept of cola drink (PepsiCo, 2011). Within the next ten years of its inception, it gained significant amount of market share and as an effect, Coca-Cola Company lost higher percentage of market value. In such situation, it became very necessary to position the company on the cutting edge of consumer trends by implementing an effective set of marketing and innovation strategies. By the time Mary E. Minnick joined Coca-Cola, the competition took place on a global level and for success in global markets, and understanding of culture was one of the key factors for developing globalized marketing and innovative strategies. Minnick realized that the innovations like merely by repackaging and slightly changing the flavors would not be helpful. In the process of innovative marketing strategy, multiple innovative product developments were the key factor for the company. The innovation strategies were basically meant to counter against the products the two key non-carb rivals Snapple and Gatorade. Moreover, during 1990s, Coca-Cola focused to generate revenues by introducing innovative products other than cola drinks. Besides, the marketing strategy also involved of cultural aspects of each region. It offered different products for different markets and also the promotional and campaigning activities were also very specific as per the culture of markets. Question 2 Critically evaluate Coke’s product strategy of developing healthy beverages. During 1990s, the product strategy of Coca-Cola was the major activities to cope with intensifying competition. Product development strategy during the time of Minnick took a new attempt as there were significant product development took place in the existing production as well as in new products. During this period, more than 1000 new beverages were introduced and the main theme behind these new products was the ‘health’; for example, diet drinks like Coca-Cola Zero, coffee-flavored cola etc were launched for male market segment. However, such products were not capable of offer major benefits to the company for longer period of time. Perhaps, the true ...
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