Considering this generation and everything that has happened recently, consumers are getting more and more detailed with their demands. The financial crisis has forced consumers to budget and restrict their spending; an emphasis on physical appearance with today’s generation has made consumers think more about what they are eating and drinking and have decided to cut back on certain food and drinks; and there are so many more substitutes out there for producers to compete with.
In response to today’s extremely specific demands, Coke has released smaller bottles.
“Coke plans to announce this week the launch of a 12.5-ounce, 89-cent bottle, broadening its menu of smaller alternatives to its traditional 20-ounce single-serve bottle”
The objective is to address all of the specific demands of consumers.
The smaller bottle means its cheaper to make them, driving prices down for consumes who are restricting their consumption. They can still enjoy a Coke while saving money.
It adds on to the trend of dieting that has taken over consumers. Smaller bottles mean less consumption, making Coke more favorable to consumers who want to keep in shape.
The cheaper price and the fact that you now drink less makes Coke a more attractive substitute compared to its competitors.
http://www.brandchannel.com/home/post/2011/09/19/Coca-Cola-Resizes-091911.aspx
