Coke packaging- coke-tin, coke bottles.

Coke maintained their red colour throughout, except for coca-cola zero for zero-calories where they
used black colour for the tin and diet cherry coke, mix of silver and pink colour with picture of cherry
on it. For caffeine free tin which had a premium look with a golden and red colour. Coke came up
with different graphics on the tin like stars, scissor, picture of a coke bottle on the tin. Graphics of
barbeque, glares, surfing which mainly focussed on consumers. Some graphics did not convey a
proper message for e.g. use of scissor graphic. Coke also came up with diet coke lime which is green
and silver in colour. Diet coke sweetened with splendid yellow colour .Packaging is pretty in overall.

Bottles: The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but
known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer Earl R. Dean.
Coca-Cola Company launched a competition among its bottle suppliers to create a new bottle for the
beverage that would distinguish it from other beverage bottles, "a bottle which a person could
recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a
glance what it wasThe bottle shape differently. Some slightly narrowing from down for the grip to
hold. The labels were in different colours for variants in coke. For classic it is red in colour and with
red cap, black for diet silver label, for zero calories. Diet coke plus with minerals and vitamins is with
blue cap and blue label. Classic diet coke with white cap and white label.

Logo: The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive cursive script
Coke uses a red colour label with the name coca-cola. The logo easily conveys the message to the
audience. Coke has different logos variants for different variants.

Pricing: Why was Coke only a nickel for 70 years while the price of other products increased with
inflation and according to supply and demand? From Slate: Coke itself was taxed first as a medicine,
then as a soft drink, and survived sugar rationing. All the while, the price stayed at a nickel.
Part of Coke's problem was the cost of replacing vending machines that accepted only nickels--and
the fact that the alternative, dimes, represented a 100 percent price hike. (The boss of Coca-Cola
wrote to his friend President Eisenhower in 1953 to suggest, in all seriousness, a 7-and-a-half-cent
coin.)

CBBE Pyramid for Coca Cola

Brand equity is difficult to measure because much of it depends on consumers' perception and
opinions of a brand. When a product has high brand equity they are successful at retaining their
current customers by keeping them satisfied with the quality of products and service. They are also
successful at attracting new customers who have heard of the brand through successful marketing or
word of mouth.

Coca-Cola's brand equity is difficult to measure because they have extended their brand to include
numerous products. In addition to the numerous of versions of Coca-Cola worldwide that compete
against other beverage brands, Coca-Cola competes with itself. Nationally there are numerous
versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Cola
Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to competing against itself
the Coca-Cola Company has saturated the market and consumers who may dislike one product may
actually enjoy a different Coca-Cola product. However, the consumer may be unaware that the
beverage is actually in the Coca-Cola family. As a result measuring brand equity may be difficult as
consumers may be loyal and repeat customers of a brand and not know its origin.
A consumer is willing to pay a higher price for a Coca-Cola than for a generic (or unknown) cola. It is
the knowledge about the brand that consumers hold in their heads which determines this equity.
 *Functionally
attached
*Loyalty

*Trustworthy *Satisfaction
*Competent *Innovative
*Excellent *Variety
quality
*Competition
*Excellent Packaging

*Affordable *Thirst quencher

*Dependable *Crisp taste
*Good brand image *Heartthrob
*Defined

Aerated beverage