Question

1. Who was responsible for the creation of the Coca-Cola product? John Pemberton otherwise known as Doc

2.    Who was responsible for developing the Coke “experience” with coupons? Frank Robinson was responsible.    

2. Who provided the vision and marketing plan? Asa Candler. He tried to get everyone to try a glass. He felt that just one glass would win any customer over. He copied Frank Robinsons idea of giving a free glass to everyone and that they would buy the next glass.

4.    What did bottling provide for the brand? Transportation_ & distinguishability

5.    Thomas & Whitehead’s bottling rights for the U.S. is what part of the marketing mix? The Promotional strategy

____________________________

6.    Describe Coke’s “point of contact” promotional strategy: ______________________________________________________________________________

7.    What does Pemberton’s financial failure tell you about the importance of marketing?

8.    Coke’s contoured bottle is a _________________ of the Coca-Cola Company and is an example of ___________ __packaging.

Answer 1

Q. no	Answer
4	Portability and authenticity
5	Product development section of the marketing mix

6. Coke's point of contact promotional strategy entailed advertising the logo of the company on advertisements and the items on which the logo was advertised were calendars, posters, notebooks, bookmarks etc. These things were regularly used on a daily basis by an average consumer and hence caused consumers to see the logo at every point of contact.

7. Pemberton's financial failure reinforces the importance of marketing. It brings across the point that marketing is of paramount importance for the financial and operational success of a company and its products. A product, no matter how good it is, needs to be marketed in order to sell well and in good quantities.

8. Coke's contoured bottle is a patent of the Coca-Cola company and is an example of nearly perfect commercial packaging.