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Unformatted text preview: The product I have chosen to describe is Coca-Cola Classic © , Coca-Cola’s © flagship beverage. Coca-Cola Classic is a carbonated, caffeinated beverage sold as a consumer convenience product. The product itself is widely known and is arguably the most popular soft drink in existence. Coke ©- as it has been known since the early 1900s when it originally contained cocaine as an ingredient – is available in many different types and sizes of packaging 1 . Coca-Cola’s top beverage is sold in small (150mL) and large (355mL) cans, as well as small, medium, and large bottles (591mL, 1L, 2L respectively). In addition to single cans, flats of large cans containing 24 can usually be purchased from larger retailers (Costco © , Superstore © ). More common, however, are the 12 pack and 24 pack cases of large cans, usually packaged as easy to carry and much more convenient than flats of 24 or single cans. Finally, Coca-Cola Classic can be found in many fast food establishments, restaurants, bars, and recreational centers through fountain dispensers. The price of Coca-Cola Classic is on a competitive level with most other carbonated beverages in its class. The prices, ranging from an average of $1.00 for a large can to about $6.00 for a 24 pack, are well within the range of affordable to almost anyone. Pepsi © , Coca-Cola’s largest competitor, has prices that are consistent with Coke’s, therefore making Pepsi and effective substitute. This relationship keeps the prices of these products near equal. The price of Coca-Cola Classic from a grocery store differs greatly from the price of a Coke from a vending machine, though vending machines undoubtedly account for a large portion of cola sales. Purchasing Coke through an establishment with a soda fountain is most likely the cheapest possible way to obtain it, however, many establishments have a large markup on their fountain drinks. Classic 1 http://www.snopes.com/cokelore/cocaine.asp Coke is a mass marketed product and as such must remain relatively neutral to satisfy its market. Its price must remain close to or below its competitors to sufficiently retain customers. Every version of Coca-Cola Classic is available from the many grocery store chains throughout Canada, most often at their cheapest prices available to the public. The main focus within these stores, however, is large quantity, with the deals focusing on 12 and 24 packs as well as 2 liter bottles. Within convenience stores, (confectionaries, 7-11 © , gas stations) medium and small bottles as well as single cans are almost always available, with large bottles also being available most of the time. In addition to these places, Coke is placed at many checkout counters in hundreds of different retail stores across Canada. This move by Coca-Cola to broaden the reach of its product is ingenious....
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- Fall '04
- Soft drink, Coca-Cola Classic