Ch. 10 - Product Concepts

     Part of what makes Coca-Cola such a special product is it's extensive branding. A recent study showed that 94% of the worlds population recognized the Coca-Cola logo, and it was recognized as the worlds most valuable brand by Forbes magazine for 13 years straight, until this September when they lost the top spot to apple.

     Coca-Cola is both a convenience product and a business product. Coke sells it's syrup to bottling plants and restaurants, who then sell it to individuals. The Coca-Cola company does not have much product width. It only sells beverages, but it offers a great depth of them. The Coca-Cola company sells over 300 products, the most common ones being Coke, Diet Coke, Sprite, Minute Maid, and Dasani water. However, classic Coke far outsells any other Coca-Cola product.

     Possibly the biggest part of Coke's brand, is it's packaging. No other packaging in the world is as recognizable.  In 1977 the Coca-Cola company even received a patent on the shape of the bottle alone. However in recent years the bottle has been changing. In 1994 the company made the switch to plastic bottles, and in 2007, started selling Coke in an aluminum bottle. Also, since 1990 the company has been required by federal law to display detailed nutritional information on their bottles. While the materials used to make the bottle,  the contents of the bottle, and information on it will eventually change over time, one thing will not. It's shape.