Submitted By: Group - 5

Submitted to - Prof. Abhay Kardeguddi

Date of Submission - 27th January 2022
 Coca-Cola and Innovation
“Our goal is to converge on disruptive innovations that are going to move the
needle—not just in the marketplace, but at a scale that’s relevant to The Coca-
Cola Company.”
- JAMES QUINCEY Chairman and CEO, The Coca-Cola Company

Since its birth at a Coca-Cola has also

The key to Coca-
soda fountain in pivoted innovation
Cola's innovation
downtown Atlanta priorities to meet
success is balance
in 1886, The Coca- fast-changing
agility, discipline
Cola Company has market dynamics,
and consumer,
grown ever since all while advancing
customer needs
through their sustainability
innovation. goals.

Rajat Tank
 Glass Bottle design over the years

Coca Cola
launched in
1892

Coca Cola kept changing the design of

their glass bottle to make it easier to hold
and more attractive thus beating
competition
Pranav Mittal
 launched in 1982

Diet Coke was

From initially being
launched to appeal to
hesitant to extend
its health conscious
the Trademark to a
consumers.
product other than
The product
the original classic, to
guaranteed "0 Calories
finally launching the Launched 5 new
& 0 Sugar"
diet version after flavours in 2018
almost a 100 years
since inception
Also came up with the
tagline "Regret
Diet drinks were Nothing" to
growing 3 times faster emphasize on the
than the normal health aspect
category
Pranav Mittal
 The main reason for launching
a new product with Diet Coke
Coke is now selleing
already in production was:
more of Diet Coke and
to appeal to new
Coke Zero that the
customers who did not
original one in UK,
want to associate with the
thus forcing it to
"Coke Zero" or "Coke Zero word "diet"
concentrate on these
offer a product that tastes
Sugar" in some markets variants
closer to the classic,
was launched in 2005
flagship product

Pranav Mittal
 To appeal to the large With the idea -
coffee loving customers "Innovation must be
in several countries, more than just flavour
Coca Cola launched extensions", Coca Cola
Coca-Cola with Coffee launched Coke Energy
Pranav Mittal
Working with Local Flavours

In 2018, the company "RimZim" is a Jeera

launched 2 new unique local flavoured soda beverage. It
fruit flavours by the name of is a spiced drink
"Georgia Peach" and California indegeneous to local Indian
Raspberry" taste

Yash Vyas
 Environmental Innovation

Energy Saving Solar Power Sustainable

Innovation in cold- innovation running agriculture to reduce
drink equipment the bottling plants greenhouse emissions

95% reduction in 14000 tons of CO2 A series of global

daytime energy use emissions reduced per sustainable agriculture
Refrigerator only uses year as a result of solar standards and
power for cooling at power installation schemesimplemented
night when the 11 plants now have Standards designed to
demand is lower thus rooftop solar panels reduce greenhouse
reducing the energy and to be extended to emissions and support
use more plants healthy soil

Rajat Tank
Environmental Innovation
Coca Cola creates bottle prototype made from 100%
plant based sources

This is a major milestone in Coca-Cola's innovative sustainable

packaging journey
They recently unveiled first ever bottle made from 100% plant-
based plastic excluding label and cap
This new prototypr is made from plant based paraxylene (bPX)
using a new process by Virent - which has been converted to
plant-based terephthalic acid (bPTA)

Rajat Tank
 Environmental Innovation
World Without Waste Campaign
In 2018, Coca-Cola launched World Without Waste, an innovative sustainable packaging
initiative that is creating systematic change by driving a circular economy for bottles & cans

DESIGN COLLECT PARTNER

Making 100% of the Collecting and recycling a Bringing people together

packaging recyclable bottle or can for each to a healthy, debree-free
globally by 2025 one sold by 2030 environment

Rajat Tank
Packaging Innovation by Coca Cola

World's first food & drink packaging innovation by Coca Cola

in 2019 using 25% recycled marine plastic
Partnering with volunteers from Mares Circulares or
“Circular Seas” project for coastal cleanups, Ioniqa
Technologies for technological innovation & Indorama
Ventures for converting marine plastic into PET Plastic.
Coca-Cola has made a commitment that all bottles will be
made from at least 50% recycled plastic by 2030.

Varinder Pal Singh

 Pricing Innovation by Coca Cola
Coca-Cola uses Meet the Competition Pricing Strategy by setting prices similar to Competitor but time and again,
they has developed innovations in their pricing making them different but still affordable.
Psychological Pricing Shrinking Cans, reducing price Discriminatory Pricing

In 2021, Coca-Cola decided to reduce the cans Different price points for Coke which
Coca Cola used this first
size from 355ml to 330ml and thus noticeably are driven by the type of consumption,
time in 2009 by setting
reduced the price to ensure more sales. “the need state”, or “the desire state”
price of 2 L Coke $2.49
This icould appeal to a health-conscious Channel Pricing is used depending on
making consumers
audience that has avoided soft drinks in the whether consumer buy at a
believe price below $2.50
past. restaurant, store or vending machine.

Varinder Pal Singh

 Advertising Innovation
Happiness Machine
Campaign
Coca-Cola delivered surprising "doses" of
happiness to unsuspecting college students
of St. John's University, where the outwardly
typical Coke machine was placed in the
center of the student cafeteria. Over 2 days,
the spontaneous reactions of the students
were recorded as the machine dispensed an
array of goodies including, flowers, pizzas,
sunglasses, a twelve-foot 'hero' sub.
First Ever “Drinkable”
Advertising Campaign
A drinkable advertising created an illusion that
people actually taste the campaign and that’s
why they collaborated with Shazam, helping
the audience enjoy a Coke Zero with the help
of technology. By “Shazaming” the ad, viewers
see Coke Zero pouring in the screen of their
smartphones, filling a glass, which ends up
into an actual free Coke Zero that can be
redeemed on big retail stores across the US.
Varinder Pal Singh
 Advertising Innovation
Small World Machines Campaign
In March 2013, Coca-Cola set out to break
down barriers and create a simple moment
of connection between two nations -- India
and Pakistan. The key to engaging with each
other through the machines was simple:
people in India and Pakistan could complete
a task, like touching hands, drawing peace,
love, and happiness symbols -- together.
History of Celebration Campaign
For the 2010 South Africa FIFA World Cup,
Coca-Cola partnered with K'naan for the FIFA
anthem which resulted in high recall value for
the brand. The campaign was inspired by the
legendary 1990 FIFA World Cup hero Roger
Milla and how he changed the world of
football goal celebrations forever with his
iconic corner flag dance.
Varinder Pal Singh
 Advertising Innovation

Android Pay + Coca-Cola

Bottle love story campaign Vending Campaign
Android smartphone users in North
Launched in 2017. The campaign
America in 2015 were able to buy a Coke –
focused on motivating consumers to
and rack up and redeem My Coke Rewards
recycle plastic bottles by showing the
points – with a single tap at select vending
beauty of a Love Story of 2 bottles that
machines via the new Android Pay mobile
reminded people that packaging is
payments solution. Coca-Cola fans also
valuable, as it can be recycled into more
saved their MyCokeRewards card in the
packaging over and over again ultimately
Android Pay app so they earned or paid
reuniting plastic bottles.
with points in a single tap.

Pranay Sonkar
 Advertising Innovation
Celebrating relationships campaign
This campaign was launched for the
Indian audience. This campaign was one
of the most innovative campaigns. Since
Indians have a strong bond on
relationships, coco-cola used this key
factor to create ad campaigns of the
awkwardness of close relatives and
friends by giving a message to drink
coca-cola and make relationships better.
The friendly twist
This campaign was launched in 2014,
where coca-cola targeted is most loyal
customers i.e college students. It was a
campaign for breaking the ice between
the new joiners in college where they
made sure that the bottle of coca-cola
can only be opened with the help of
another bottle. This made random people
talk tp each other and break the ice.
Pranay Sonkar
 Advertising Innovation

Dancing Vending Machine Friendship Machine Campaign

Campaign
To enjoy a Coke with their friends and take
Coca-Cola in Korea created a vending
advantage of the special 2 for 1 Coke offer,
machine that rewards people the more
friends had to cooperate with each other
they dance in front of it. The Coke dance
to insert the money into the machine slot
vending machine had Xbox Kinect
of 3.5-meter tall vending machine in this
technology (sensors and webcams) built
campaign. 800 Cokes were sold in 9 hours.
in which recognized human interaction.
That’s 1075% more sales than with a
The better they dance, the more bottles
regular vending machine.
of Coke they are rewarded with.

Yash Vyas
 Advertising Innovation
Happy ID Project
Aimed to make Peru a happier nation
by encouraging people to smile in
their photo IDs. Coke-branded photo
booths were set at many spots. Coke
collected a database of its “Happy ID”
holders and sent them special offers
in conjunction with partner brands.
Coca-Cola Hug Machine
The Coca-Cola Hug Machine
reacted when hugged by people.
You hug it, it returns the favour
with a Coke. Because vending
machines have feelings too. This
gained popularity o social media
with the hashtag #hugmecoke
Yash Vyas
 Supply Chain Innovation

Real time Route Direct to Store Warehouse Performance

visibility optimization Delivery Automation Monitoring

Integrating GPS enabled Assigned orders from By cutting out secondary
Integrating standardized
Real time monitoring of

logging devices to track

retail outlets to existing & tertiary distribution
automation to product
team’s performance &

delivery trucks. Helped

truck fleets & drivers centers to ensure that
lines using robotics &
operations improvement
in better information
based on their the products are in
automation to lower
by reviewing past

flow within
availability in correct stocks & spend more
operational costs and
performance &

warehouses,planning
trip sequence to time on the store
reduce material
addressing weekly

department & minimize the overall shelves to minimize

shandling. demand & supply

production functions cost. damages.

fluctuations.

Disruption in Innovation Vishal Marhatta

 Leveraging AI & ML in Technological Innovation

Product Better placement & Better placement in Customization :

Development : personalization of products: Mortar & Retail : Using AI, ML company gained a lot
Upgrading consumer interaction Using ML for product placement of insights regarding consumer's
Accumulated vast data of
with its vending machines for on the shelves in retail stores & tastes & preferences. It launched
flavour combinations & used
enhanced personalization. By determining out-of-the stock items fountain drink machines which
ML to identify the most
analysing foot traffic, demands, that needs to be replenished. ML allowed the consumers to mix
popular versions & make
purchasing behaviour & consumer is used to collect the images of the different flavors and make a drink
decisions based on individual
data using ML, the Vending shelves taken via a mobile phone of their choice. This was done via
preferences.This helped in
machines promote appropriate to maximized the number of smartphones & provided mass
the lauch of Cherry Sprite &
products for a particular area & corporate-level marketplace customization option to the
Cherry Zero Sprite
offer discounts surveys upto 3x. consumers.

Vishal Marhatta
 Technological Innovation using AI
Information regarding the
users is indetified through Secure purchase proof
the collected data to in case of reward &
personalize the approach. Loyalty schemes. Facial
e.g In 2015 they identified recognisation eased the
that their products were purchase verification
mentioned once every 2 and eased the process.
AI in Target
seconds
Advertising
Detect images on social
AI is used to surf the web media of the products
for its brand mentions uploaded and serve Ads
which further helped to accordingly. Increases
increase the reach the effectiveness of
targeted ads upto 4x
Vishal Marhatta
 Leveraging Blockchain in Technological Innovation

At present, there are still many intermediaries in the communication and cooperation with the partners, which
slow down the processes and thus make them cost-intensive. Coca-Cola is using blockchain to eliminate this.

OPTIMIZATION TRANSPARENCY DISTRIBUTED LEDGER INCREASED EFFICIENCY

Real-time insights into the Reducing the duration

Optimize the cooperation Creating more transparency transactions made by different
of order-reconciliation
with its partners and the and reducing costs by bottlers on the network, which
from 50 days to just a
160,000 orders per day eliminating frauds generates over $21 billion in
few days
revenue per year

Vishal Marhatta
 Innovation during COVID-19
During the Covid-19 pandemic, Coca-Cola proved that it is a pioneer in innovation.
Following are the strategies used.

Launching the Coca-Cola App Embracing brand image ‘'Digital Shopping"

During the pandemic when the Coca-Cola invested heavily in

supply chain was disrupted, Coca-
Cola focused on making its brand
just a click away by launching its
personalized app.
In Latin America, the Coca-Cola apps
have more than 1 million users and
the consumption growth is rising in
double digits,
The app works on the D2C platform
where in one click orders are
delivered directly to homes of
consumers..
high-quality content creation
during covid pandemic, to make
sure they look as good online as
they look in physical stores.
This innovative approach
included partnering with e-
grocery aggregators by
researching how consumers
think and talk to make their
products eye-catching on online
platforms
Pranay Sonkar
 Innovation during COVID-19
In-visible strategic innovation during the pandemic
Understanding market recovery model
The top management of Coca-Cola
understood at the beginning of the
pandemic that recovery around the
world in different countries will be
different and hence minimize the
risk of stock loss.
They categorized nations under V
shape, U shape, and L shape
recovery and they were the first
corporate company to follow such
an innovative approach for stock
planningby various variables.
Focus on local communities and specific growth
Coca-Cola understood that in
the time of crisis it was
important to stand with the
local communities that have
be posted their growth in the
past.
they believed in enhancing
hyper-local focus.
They used their bottling
partners to reach out to local
communities and winning
local market share .
Pranay Sonkar
Individual Contributions