Chapter 10: Product Concept

Product

A product is everything, both favorable and unfavorable, that a person receives in an exchange.

The Coca-Cola Company has many product brands, including Coca-Cola "Classic." Which is the original Coca Cola beverage. In the eyes of society Coca-Cola seems to be a convenience product but it is in reality a specialty product. Coca-Cola is a loyalty brand whereas you wouldn't just chose Coca-Cola to drink out of the blue but due to the fact that you will look for it in a convenience store or leave it doesn't supply it. You would chose Coca-Cola over other beverages, it famous known competitor Pepsi-cola. It is a specialty product for those particular reasons. Coca-Cola doesn't fit all the aspects of the specialty product, it is not limited to a few outlets Coca-Cola can be bought almost anywhere you travel. It is a specialty based on the consumers decision, customer value of the product.

Product Items, Lines and Mixes

Product Item
The product item of The Coca-Cola Company is The Original/Classic Coca Cola.

Product Mix
The product mix of The Coca-Cola Company is all beverages such as juice, iced tea and water, the product mix is in depth with the type of beverages.
Product Modification
The Coca-Cola Company has had a product modification, the beverage taste was alter. For many years the formula didn't change until 1985 the formula with the amount of sugar changed. It went well for the company.
Product Line Extension
The product line is Coca-Cola Classic. Black Cherry Vanilla, and Coca-Cola Cherry, Coca-Cola with Lime, Coca-Cola C2 and Coca-Cola Blak.                                                 
Brand, Brand Name, Brand Mark, Brand Equity and Brand Loyalty
The Coca-Cola Company has been known for their brand, brand name, brand mark and brand loyalty. The brand mark of Coca-Cola is the red and white colors, but the famous shape of the bottle. If given a picture of the red and white and the unique bottle shape without the brand name, Coca-Cola, it would already be known to the audience as Coca-Cola. Coca-Cola is a brand loyalty, the reason for being a specialty product, it is chosen over other beverages.In 2012, the brand equity has raised 8% with a estimated 77.8 billion value.
Trademark
The Coca-Cola bottle, the unique shape and design.
Packaging
The Coca-Cola Company differentiates itself from other companies not only by the bottle design but the packaging. It is the largest distributor and packager of beverages. Coca-Cola says this is important in their packaging.

• "Designing consumer-preferred, resource-efficient packaging
• Eliminating landfill waste
• Using recycled and/or renewable materials                "