发布时间 : 星期一 文章可口可乐公司包装策略The packaging strategy of Coca-Cola更新完毕开始阅读9adccd05ad02de80d4d840ee
The packaging strategy of Coca-Cola
1. The visual arts of Coca-Cola packing design
In 1916, Coca-Cola organized a contest and created the first \bottle\and then in 1955, the designer removed embossed and replaced with white Coca-Cola logo, which made bottles more coordinated. In 1985, the new plastic bottles still retained the curved design, but reduced the cost, and be much more easier to identify. In 1960, it pioneered canned bottle that easy to carry, and offered special models for different countries and different ethnic groups on special holiday and develop different client bottles according to different ethnic characteristics.
2. Use recyclable packing material
What Coca-Cola investigated the impact of packaging on the environment in 1969 had formed the methods in use in the packaging life cycle assessment. That is, analysis environmental impact from the packaging of raw materials, production, sale, use and final disposal of the whole process and evaluate from all aspects to measure and control sustainability of the packaging.
In 2006, based on the weight of the sales and the establishment of a global online inventory, Coca-Cola Company had introduced a new data warehousing system . You are able to release the resource consumption and environmental characteristics by
analyzing the different beverage containers. Through this, inventory Coca-Cola Company would be better to measure the efficiency and utilization ratio of resources, trying to cycle through the use of the entire life cycle of the packaging by using recyclable packaging materials, choosing the reduction packaging design, minimizing emission of greenhouse gas .
As a supporter and advocate of sustainable packaging, Coca-Cola Company strictly enforced the packaging life cycle assessment program by using a lot of recycled environmentally friendly packaging materials in packaging. According to statistics, PET, aluminum, glass and steel total use accounts for Coca-Cola beverage packaging took apart of approximately 85%, which are 100% recyclable. And about Coca-Cola Company using material of recycling PET can dating back to 1991.
In 1991, Coca-Cola introduced recyclable PET material to manufactured disposable beverage packaging and began to vigorously investigated the influence of two sides of environmental and economic benefits.
Recycled PET bottles of Coca-Cola Company was considered its barrier properties and environmental friendliness before promote new beverage bottles. Compared with glass bottles and plastic bottles, it was not only more convenient for consumers to carry and use, as well as saved a lot of production costs and storage costs , but also can reduce the energy needed, resource waste and greenhouse gas emissions.
Coca-Cola’s recycled PET has used in at least 17 countries. Also, Coca-Cola Company has also established factories which product by using of PET beverage bottles material in Australia, Austria, Russia, Philippines and Switzerland and the United States and etc.
Besides, Coca-Cola Company also assist in building a loop of plastic bottles broken system in Colombia, which can make the waste plastic bottles be sold and converted into a profit products.
The system will use up nearly 350 of waste plastic bottle tons per month. The local recycling company screened and classified labels and other parts of the bottle with colored tiles to make brooms and the rest sold to textile factories to make debris into the fabric fibers in order o reduce the amount of waste, cut down impact of the packaging on the environment.
According to statistics, compared with the traditional glass bottles, this ultra-light’s intensity increased by 40%, reducing weight by 20%, saving 52 tons of
glass, the cost of a 10% reduction of carbon dioxide emissions by 2.6 tons, which is equivalent to plant 8,000 acres of trees.
Recently, Coca-Cola Company in Mexico put an innovative new design on 600ml PET bottles . The weight of this new packaging reduced of 18% over the original. Coca-Cola Company plans to expand the technology to the company's other branded products and packaging programs.
3. Coca-Cola’s packaging strategy impact
Coca-Cola thinks that an effective packaging strategy should have the originality and meet consumer demand. Packaging is an important part of product strategy, which not only ensures the product value, but also adds value to the product. Good packaging is an effective means to gain market competitiveness.The following paragraphs will analyze its impact on positioning, image, value and sales.
Positioning
Coca-Cola is using the cool red color which will give people vibrant excitement from the heart and a sophisticated solemn feeling. This colour not only can be attractive, but also has the stimulation of appetite characteristics which can arouse the desire for nutritional needs and physical fitness.However, the red color of other products are not so energetic.
Coca-Cola’s red and the font is an effective entry point for its brand. But the bottle contour pattern goes beyond its willingness to become a symbol as Nike’s folding hook. Designers have found the word \From the packaging point of view, Coca-Cola is to make the product public which is popular among men and women. In addition, the product also has young element so young people is the
main target and this consumer group is the basic driving force of fashion pioneer. In recent years, Coke's advertisements are mostly young and fashion. Coca-Cola gathers the views at all levels then finds its beverage products are cool and refreshing drink whose sales space are large,as well as excited type, suitable for all ages, professional groups and social life for all occasions. Image
Coca-Cola has always regards its brand as the most important asset, and packaging strategy is the most outward performance. Coca-Cola’s quality lasts hundred years, but it adjusts its own brand image clearly almost every few years in
order to adapt to changing markets.
As the first brand in the world today, Coca-Cola is undoubtedly quite successful. From the beginning of 1886, it has gone through 122 years of sales and become one of today's most appealing brand by the image and reputation. After researching Coca-Cola, you'll find it's success which has the reasons in almost every aspect such as product quality, packaging, advertising, marketing, culture, management and so on. The work involves a number of departments and aspects including development, planning, entity management, business, image, publicity, promotions. Various packaging forms are the foundation of its success: glass bottles, cans, plastic bottles, bright red performance. Customer Value
In order to better meet the needs of consumers in different situations (such as family drinking, drinking individuals) to drink Coca-Cola products. According to this, their packaging material is divided into: PET (plastic bottles), RB (glass bottle), CAN (cans) , POM (now tune cups) and other types; press capacity into 355ML, 600ML, 1.25L, 1.5L, PET2L, PET2.25L, etc.The product will be more flexible and proactive to meet consumers demand and keep them satisfied. For example, PET600ML packaging features are easy to carry, suitable for consumers in a variety of places to drink; big PET1.5L packaging capacity, suitable for family consumption, and so on.
From the visual image and product differentiation perspective, we should talk about the classic image of Coca-Cola------ \bottle.\Reference to a woman's body curve, elegant and sexy ...... just this one design broke into most of the world countries’s markets. The information which Coca-Cola gives to consumers has gone beyond the simple meaning of a bottle of drink, which has the value of the brand and culture. Every time Coca-Cola introduced new product or replacement package, they attract more people's attention, not only from the product itself but also their product packaging design. Product packaging provides sufficient assurance for the success of Coca-Cola products marketing environment. Sales
First, it is worth mentioning the function of the bottle packaging curve. According to experts, this packaging bottles should have the following advantages： (1) Easy to hold the bottle neck, it will not have the feeling of slipping (2) The liquid inside seems more than the actual weight (3) look nice so meet consumer aesthetic.