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Enterprise and Innovation of Coca Cola - Case Study Example

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The author of this case study "Enterprise and Innovation of Coca Cola" describes the role of innovation and reasons for it. This paper outlines UK Demographics and new product launch, factors impacting Price Elasticity of Demand for Coca-Cola in the Olympics, the effects of advertising Coca Cola…
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Enterprise and Innovation of Coca Cola
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Download file to see previous pages We can categorize the age structure as per the preferences of the population in a particular age group. Thus we can have the various sub-groups as – 15 to 19, 20 to 29, 30 to 49, and 50 and above. We can safely assume that people falling in these sub-categories of age groups will have more or less similar preferences and hence we can target our products as per these 5 segments. An important point to note is that the population in the segments 15 to 19 and 50 and above will have more leisure time as compared to the other two which fall in the working-age group. These segments will have more time during the weekends. Looking at the timings of the games, we have 3 week-ends between 27th July and 12th August 2012 (the period scheduled for the games). Thus, we can introduce products as per the following plan:
Based on the tastes of the various age group segments different flavors have been introduced. People in the age group of 15 to 19 would prefer the flavors mentioned above. People above 50 years tend to get digestive problems and hence the products mentioned for their category will appeal to them. 20 to 29 years age people are more experimental and nor very money conscious. Hence, new flavors not introduced so far will appeal to them. And finally, people in the age group of 30 to 49 are generally more health-conscious and hence would prefer fruit-based drinks which do not have the ills of carbonated drinks and at the same time will also be healthy.
The Price elasticity of Demand (PeD) determines how sensitive the demand for a product is to changes in prices. We will look at the general factors impacting all products as well as factors that are specifically impacting Coca-Cola at the Olympics.
1. Substitute availability: Coca-Cola has direct competition with its substitute – Pepsi. Both are similar in taste and thus have very high PeD. Moreover in UK Coke has direct rival Robins.  ...Download file to see next pages Read More
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