Month: January 2011

There are hundreds of reasons that can explain Coca Cola is such a successful product: unique taste, brand image, commercials  that  are starred by celebrities…Apparently, packaging should be added on this list since it did help Coca Cola to attract millions of consumers.

Packaging is an important situational factor which can influence buyer’s decision. If a product stands out in packaging, consumers will easily notice the product while shoppinf, and then they are more likely to buy products with attractive packaging. For example, people might buy a bottle of coca cola just because of its intriguing Christmas packaging. Therefore, companies constantly look for ways to design their packages to be more appealing.

In my opinion, Coca Cola succeeded in packaging by:

1. Paying attention to family and cultural values.

Coca Cola paid special attention to cultural and family values, especailly those that are related to holidays. No matter on Christmas or Chinese New Year, Coca Cola could always come up with special design in packaging.

2. Boosting National Pride

Coca cola always tried to evoke our patriotic feelings. Just take a look at these “Congratulation Gold Coca Cola”  cans which are introduced to the market when Canada won the Olympic Hockey Final last year.

3. Sticking with fashion

Coca Cola also made effort to design fashionable packaging for its products. For example, many James Bonds fans rushed to stores to get these limited 007 bottles.

      As  the  Academy Award is coming soon, Fox Searchlight recently announced that it will release Screen Actors Guild screeners on Itunes Stores. They will give a code to 100,000 SAG members, which allow these members to download the HD version of 127 hours, Convictions, and Black Swan from Itune Stores. By doing so, the company hopes that these films (produced by Fox Searchlight) might have an edge in the upcoming  SAG Award (an important indicator of Oscar).   (Source: http://www.slashfilm.com/fox-searchlight-releases-sag-screeners-itunes/)

     I think this is a smart move from marketing’s perspective. It shows that Fox Searchlight considers about the macroenvironmental factors in the movie industry. First, the company paid special attention to the increasing number of young members in SAG member’s demographics. Downloading movies from Itunes Store is largely appreciated by these young members. Also, the popularity of Itunes Store has become a major social trend.This tactic caught up the trend by partnering with Itunes Store. Finally, this is a good example of how company could use technology (online downloading tools) to market more efficiently.

Although it is unknown whether this tactic will be successful, Columbia, Sony, and Weinstein, you better watch out!!

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