Tuesday, March 26, 2019
Case Studies » Featured Case Studies » Case Studies » Coca-Cola: Water, water everywhere... - Developing new products

Coca-Cola: Water, water everywhere... - Developing new products

Developing new products

The reputation of a brand plays a key role in market positioning as it represents an organisation's investment in its products. Organisations aim to leverage (or capitalise on) the strength of their brands by undertaking product line extension. For example Diet Coke (launched in Australia in 1983) was a natural extension of Coke and extended the Coke product line and brand.

Data collection and analysis is essential in new product development. Quantitative market research focuses on numerical information and key performance indicators (KPIs) and data such as market share, demographic targeting (Pump is primarily consumed by 20-30 year-olds) and sales growth (sales of Pump waters grew 35 percent in the first quarter of 2007). Qualitative market research relies on feedback through focus groups, new product testing and trials and web-based feedback.

Research and development in the bottled water market has seen the emergence of enhanced waters, which are based on adding natural flavours and/or vitamins and minerals to still water to enhance hydration. Enhanced waters are positioned somewhere between sports-drinks (which are primarily male-orientated) and still waters. It's only natural that an organisation such as Coca-Cola has tapped into the needs of this growing wellbeing market, with water that has enhanced flavour. Coca-Cola's Pump is positioned for the modern, active consumer. Its convenient squeezy bottle makes it an ideal choice for on-the-go hydration.

 

(Page 5 of 7)
Associated with:
Learning Area(s):
  • Business Environment | Mission and Objectives
  • Ethics and Social Responsibility | Risk Management
  • Ethics and Social Responsibility | Socially responsible programs and approaches
  • Global Business | Ethical global management
  • Global Business | Types of global business/expansion
  • Marketing | Ethical/legal marketing decisions
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Promotion strategies and their application
From: Edition 4

Leave a comment

Make sure you enter the (*) required information where indicated.
Basic HTML code is allowed.

Subscribe today!

Purchase a subscription today!

We are delighted to offer you a subscription to access over 80 additional case studies, learning activities, teacher notes and downloadable content!
 
Click here to log-in if you already have an account.

Order the print version!

Order a hard copy!

SPECIAL OFFER - LAST STOCK CLEARANCE
Purchase a print version of Edition 7 for yourself or additional copies for your school! 
 

Commission a case study for your business

If your company or organisation would like to be part of Australia & New Zealand's best case study resource, apply for a case study online or phone us on 
02 4991 5577 in Australia and 0800 990 999 in New Zealand.

What's New?

 

New Edition 7 case studies available now!

Buy a printed copy of Edition 7 case studies.

Subscribe now to get access to over 80 additional case studies and support material.

Teaching Resources

Learning Resources

Useful Resources
Need to contact a teaching association?
Or get ideas for class?
Check out our useful links.

Teaching Hints & Strategies
Share your lesson plans with other
professionals or search for ideas here.
 

Tell us your favourite case study?

What Is your Favourite Edition 7 Case Study?

Log in / log out