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The drink Coca-Cola Life serves as an example of the value-action gap. Extensive market research showed that consumers would buy and enjoy the drink (values) but in reality, once it appeared in shops, not enough people bought it (action). [1]
The machine in question, dubbed the Coca-Cola Freestyle, debuted in 2009 and lets customers choose from more than 100 drinks and flavors—from the traditional Coke or Sprite to fringe faves like ...
For example, if a person enters a bar and requests "a rum and Coke," the bartender may interpret that to mean a "rum and cola-flavoured beverage," paving the way for the outlet to supply a cheaper alternative mixer. In such a scenario, The Coca-Cola Company is the ultimate loser because it does not get the sale.
Coca-Cola Co. partially funded the pro-industry advocacy group International Life Sciences Institute (ILSI) for many years prior to ending their support for the organization in 2021. [9] ILSI was founded by a former Coca-Cola Co. executive in 1978, and has employed a number of former high level Coca-Cola Co. employees. [10]
Coca-Cola has been able to raise the prices of its drinks amid higher inflation. The company reported a 10% increase in price/mix, a metric that incorporates price, product, and package size.
Coca-Cola (NYS: KO) is seemingly on top of the world. Its brand power is indisputable, and its global presence is massive. But increasingly fierce competition pops up and threatens the cola titan.
Rather, a consumer who prefers Coca-Cola (for example) will be willing to exchange more Pepsi for less Coca-Cola, in other words, consumers who prefer Coca-Cola would be willing to pay more. The degree to which a good has a perfect substitute depends on how specifically the good is defined.
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