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Packaging Profile: Coca-Cola

January 2012

In the second of a series of reports looking at the packaging strategies of leading fmcg brands, Euromonitor International considers Coca-Cola, the world’s biggest selling carbonates brand. Coca-Cola’s packaging holds instant global recognition through its signature red colour, scripted lettering and contour shaped bottle that give it iconic global design status. Challenges to growth on health and affordability platforms require the brand to make the packaging appropriate to consumer needs.

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What this report includes

  • Up-to-the minute analysis of the latest trends in the industry
  • New product development, forecasts and other themes
  • Unique graphics and illustrated case studies
  • Most recent brand and company news
  • New insight into the size and shape of the market

Why buy this report

  • Clear, concise powerpoint format makes it easy to digest
  • Leading industry opinion keeps you abreast of latest news and trends
  • Forward-looking outlook on a category, market or issue affecting the industry
  • Latest five year forecasts assess how the market is predicted to develop
  • Understand the competitive environment, the leading players and brands

Delivery format

PDF/PPT
Downloadable from MyPages

Introduction

Scope
Coca-Cola's mission is to refresh, inspire and make a difference
Key findings

Market Position

Key brand facts
No getting away from prominence of TCCC brands in carbonates
Coke's global share of throat vs share of wallet in cola carbonates
TCCC holds a more regionally attractive spread than PepsiCo
Timeline: Contour bottle, embodiment of Coke, launched in 1916
Timeline: 2011 sees Coca-Cola celebrate its 125th birthday
Coca-Cola, unassailable cola brand, tops the low-calorie charts too

Global Iconic Packaging Design

Creation and evolution of the contour bottle that epitomises Coke
TCCC employs contour bottle silhouette across packaging portfolio
Coca-Cola packaging family in 2011 celebrates its heritage
Coca-Cola Zero pack family in 2011: Use of black for male target
Brand strength enables some creativity in its limited edition designs
The aluminium bottle adds diversity to Coke's packaging portfolio
Coca-Cola's importance underpinned by buoyant Latin America

A Size for All Occasions/Consumers

Coca-Cola's range of product lines and sizes widens to grow sales
In Latin America, economy-buying increases sale of bigger packs
2011 sees China switch to smaller sizes in PET and beverage cans
Coca-Cola makes short-term wins with seasonal size variations
Coca-Cola North America launching more PET sizes to fit all needs
Metal evolves with portion control and style as drivers for change
Size polarisation to be an enduring theme for Coca-Cola to address
Case study: Wellness, a key consideration for all Coca-Cola brands
With obesity rates on the up, Coca-Cola has a role to play
Responds with Coke Zero's growth and Coca-Cola's 90-calorie can
Product innovation with functional/fortified carbonate launches too
Recognise importance of consumer health through sizing strategy
India is key for Coca-Cola to meet its Vision 2020 growth goals
India's low per capita consumption, a core target for Coca-Cola
Use of right pack type and size is critical to maximising sales
Coca-Cola India to adopt wider range of sizes to optimise reach

Sustainable Strategy: PlantBottle

The sustainability strategy of TCCC for packaging
Timeline: Packaging achievements to date and future goals
PlantBottle preferred over biodegradable for its reuse possibilities
PlantBottle reduces Coke's reliance on oil, scope for growth is huge
The lightweighting drive continues across the packaging spectrum
Could Coca-Cola do more for the environment ? A look at the UK
It is not all about sustainability, a fine balance with customer needs

Recommendations

Coca-Cola to look to Latin America and Middle East for best gains
Egypt, growth highlight of Middle East; PET and cans usurp glass
Diet Coke and Coca-Cola Zero offer buoyant health-driven potential
Appropriate pack sizing will be an important determinant of success

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