Minnick joined Coca-Cola, the competition took place on a global level and for success in global markets, and understanding of culture was one of the key factors for developing globalized marketing and innovative strategies. Minnick realized that the innovations like merely by repackaging and slightly changing the flavors would not be helpful. In the process of innovative marketing strategy, multiple innovative product developments were the key factor for the company. The innovation strategies were basically meant to counter against the products the two key non-carb rivals Snapple and Gatorade.
Moreover, during 1990s, Coca-Cola focused to generate revenues by introducing innovative products other than cola drinks. Besides, the marketing strategy also involved of cultural aspects of each region. It offered different products for different markets and also the promotional and campaigning activities were also very specific as per the culture of markets. During 1990s, the product strategy of Coca-Cola was the major activities to cope with intensifying competition. Product development strategy during the time of Minnick took a new attempt as there were significant product development took place in the existing production as well as in new products.
During this period, more than 1000 new beverages were introduced and the main theme behind these new products was the ‘ health’ ; for example, diet drinks like Coca-Cola Zero, coffee-flavored cola etc were launched for male market segment. However, such products were not capable of offer major benefits to the company for longer period of time. Perhaps, the true essence of product development in terms of health perspective was identified by Minnick when she focused on meeting the needs to consumer rather than competition.
The consumer health related needs mainly included mental renewal, health and beauty, hunger and digestion etc. Inventing drinks that meet all these needs of consumer had not able to become possible. However, she was able to bring certain products that met some of the needs regarding the health and beauty. In the mean time in many of regions like Istanbul the image of Coca-Cola became of a sugar-laden junk that should be avoided.
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