COKE'S WATER BOMB

Coke's Water Bomb

Coke's Water Bomb

Introduction

The company that has been selected for this topic is Coca-Cola Company. The key to business success for Coca-Cola is the confidence of consumers and customers in their products. This success is largely due to two aspects: one is the constant concern to try to make the products in order to meet consumer needs and, another aspect is the strict quality standards that Coca-Cola has always made in its products and production processes. For this reason, it uses a very good strategy for doing the best marketing, i.e. to understand how they live, how they feel, what they think, what it does and what the consumer wants. It focuses on understanding the motivations of Spanish consumers in order to maximize the relevance of brands and continue to innovate in what we do: from new products to promotions.

Discussion

The bottled water industry is a segment of the global economy that bottles and sells water extracted from aquifers, springs, or manmade tap water systems. The overwhelming majority of bottled water is sold for drinking, but there's a small segment devoted to distilled water for car batteries and scientific uses. Sales of bottled drinking water started growing rapidly in the UK in the mid-1970s, and the worldwide growth in sales in the early years of the 21st century was impressive. It's estimated that by 2008, 200 billion bottles of water were consumed worldwide, with 50 billion in the UK alone.

Coca-Cola has been accused of being 'dangerously misleading' in adverts and labels on a bottled mineral water it claims is healthy.

The Coca Cola Company has been selling purified and artificially remineralized tap water as Dasani (or Bonaqa in Germany) since 1999. The purification process is complex and intricate, which makes it a costly alternative to other potable water brands. I find the notion of purity very interesting: Natural water is per se something to be purified, filtered and rid of the naturally present minerals, in order to reconstruct it according to an idea how water should be. The purification process is here not only a treatment of possibly contaminated water: It is part of a global synchronization process, whose goal is to make a bottle of water to be fully replaceable by another one - all over the world. Very much like McDonald's has created the ideal burger, which is supposed to taste and look the same, no matter if I order it in Beijing, Zurich or Lima Airport.

While Dasani has become a market success in the US, Coca Cola decided to withdraw the brand from the ...