BevBlog: Coke not taking advantage of being 2nd

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1. 1 On August 15th, 2006, Anonymous said:

   Maybe all of the above. I think much of Coke’s focus over the years has been to reinvigorate the declining CSD category. Even though Coke is a HUGE company, they just don’t have the power to change the trends. Now they are finally trying some things in the various non carb categories…but at a very late stage in the game. They’re going to have to do much better than Coke Blak, Gold Peak and Godiva to compete with behemoth brands like Arizona, Snapple, Lipton, Frappuccino, etc. I love to watch Coke scramble!

2. 2 On August 29th, 2006, Anonymous said:

   I agree, lack of R&D talent is right. Coke needs to be paying more attention and maybe trying to recruit some of these guys that are in the trenches on a daily basis to help Coke become a leader in beverage trends once again. I am one of those people and have a few ground breaking ideas for you Coke if your interested.

3. 3 On August 29th, 2006, Anonymous said:

   Coke is a CSD culture. Non carbs are an afterthought…or were until they started getting spanked by their competitors. At least Coke is consistent…at producing bad non carb beverages. Maybe they’re overthinking some of these products…just pay attention to what the consumers are buying and develop a good decent brand. Other companies can do it…why not Coke?

4. 4 On August 29th, 2006, Gorilla said:

   I completely agree. The market for CSD’s is shrinking rapidly. Coke got way to caught up in CSD innovations, and now they are just gonna take up space in cold vaults with their new line of non-carb dogs.

5. 5 On August 30th, 2006, Anonymous said:

   Look, Coke only does something when forced…a new product success from a competitor leads to a “me-too” inferior product, a Customer threatens to favor Pepsi leads to more funding from Coke, a class-action lawsuit leads to a “diverse culture”…the list goes on and on. Simply put, an innovator leads. Coke is a bunch of terrified followers…too little, too late. Woodruff is rolling in his grave…

6. 6 On September 8th, 2006, Anonymous said:

   Coke will never change until the 9-4:30 management changes. Right now its lights out for employees at 4:30…its still the good ole boys network. These me too products dont help the system – and history proves that when coke does buy a brand (Frutopia, Mad River) they make it extinct. They are too proud to go out and buy a market leader like Red Bull or Vitamin Water.

7. 7 On September 11th, 2006, Tehuberone said:

   Eh I think coke has alot of failures as listed. Blak is good but too pricy. They need a better energy drink than full throttle. They need something good enough to compete with monster and rockstar. Also recently Vault tho having an odd design is good and well one of the good things coke has done.

8. 8 On October 20th, 2006, Anonymous said:

   IMHO they are leading the industry

9. 9 On November 15th, 2006, Anonymous said:

   Just for the record.. Coke couldn’t afford to buy Red Bull. And the owner of the company will never sell… one of it’s key success tools is that it’s privately held and can make any marketing/sales decisions without any board approval. Coca Cola even if it could afford Red Bull… would ruin it simply because of their business attitudes… It’s more than the product itself that makes it successful, it’s the overall brand image.

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