Understand
1 What is the message The Coca-Cola Company has adopted in its advertisements?
A: ‘The Coke Side of Life’.
2 How has Coca-Cola’s target market changed over time?
A: Advertisements for the ‘Coca-Cola’ product were initially aimed at older age groups. Over the
years, the target market was modified to concentrate on teenage and young adult consumers.
Think
3 The successful formula for ‘Coke’ is not the ingredients of the drink but its superior selling
techniques.’ Do you agree or disagree with this statement? Give reasons for your answer.
A: No I do not agree because at the same time Pepsi also advertises and people often have a
choice of the two.
5 What are the advantages to The Coca-Cola Company in diversifying and selling water and fruit
juice products?
A: They can target a larger market with people who don’t drink coke because it is unhealthy.
6 Select three selling techniques used by The Coca-Cola Company and explain how each one
helps the company increase its sales.
A: Product development, it can target more people therefore will make more money. Pricing, it
is cheap and easily accessible so there is no hesitation in buying it. Product differentiation, the
ribbon writing makes it easily noticeable so you know your drinking coke.
Investigate
7 Select a product or service with which you are familiar. Research and prepare a report on the
selling techniques used by the business.
8 A business can have a product’s name or symbol registered as its trademark. The ‘Dynamic
Ribbon’ device and the Contour Bottle are trademarks of The Coca-Cola Company.
(a) What is meant by the term ‘trademark’? A symbol, word, phrase, logo or combination of
these that legally distinguishes a company's product from any others. Any infringement on a
trademark is illegal and therefore grounds for the company owning the trademark to sue the
infringing party.
(b) What icon is used to show that the name or symbol is a registered trademark?
(c) Why would a business want to protect its trademark? Because others might steal the good
reputation of a business and make money off of it or might damage the reputation.