Coca Cola Vending Machines: a Star of Marketing

Coca Cola Vending Machines a Star of Marketing

Author: Jose Mª Sanchis

The Coca Cola success with its refreshment is known world-wide, of his in many occasions Coca Cola not only is synonymous of refreshment, but that is the refreshment. We heard in many occasions “I want a Coca Cola”, and we know that that expression is displaced the traditional one “I want a refreshment”.

Coca Cola has been pioneering in the diversification of points of sale. Its product, always he himself, although varying types of package, as much in design as in capacity, has come accompanied from old with a capable strategy by diversification of points of sale, of distribution channels. The Coca Cola sales has taken place in bars, restaurants, powerboats, small stores, department store, but has been satisfied Cocaine Tail, with that form of distribution?

The answer to the previous question must be negative, Coca Cola wanted to extend its distribution points, to sell Coca Cola , in which previously they were inaccessible points: medical offices, offices, city councils, hospitals, doctor's offices, courts, offices of lawyers, offices of architects, schools, institutes, universities, brotherhoods. All those

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sites had to serve like distribution points.

The form to obtain it has been everything a success we sell Coca Cola through the machines. The “vending machines”, before have and after a Coca Cola. The marriage between Coca Cola has been of such magnitude, that in many circles of marketing when speaking of the distribution points, appears a special chapter destined to the “Coca Cola vending machines”.

What makes special, what has of different: the Coca Cola vending machines, of the rest of vending machines? Hay something characterizes, that differentiates, that makes the genuine Coca Cola Vending Machines? Let us see some possible points of explanation of this phenomenon.

1 Coca Cola Vending Machines. Antecedents: it was in 1929 when in the annual Coca Cola convention the first refrigerators produced in mass are introduced to give the product. In 1934 Westinghouse Company it introduced a new model of refrigerator, specially designed for Coca Cola

2 Coca Cola Vending Machines. In 1935 they appear the first machines already of sale, after World War II, the Vendo models and Vendolater they flood the market with a more popular Vending Machines.

3 Coca Cola Vending Machines. After World War II Coca Cola Vending Machines it is all a reality. Their models will be changing to design and appearance, but the bases of the distribution point “to their way” to way the USA, are more than planted.

4 Coca Cola Vending Machines and the publicity. Coca Cola has based always its publicity on associating the product with a life style. To associate that style of life with a determined form of sale of the product, has allowed that the Coca Cola Vending Machines, comprises of that philosophy of the life.

5 Coca Cola Vending Machines, unlike other Vending Machines, is not only the sale of a product in an automatic apparatus. It can have systems of Vending Machines, but the Coca Cola Vending Machines is unique, because what it difference of the rest is the association of the Coca Cola Vending Machines with a life style, to buy in a Coca Cola Vending Machines, it is not to buy a refreshment in a system of Vending Machines, is to be associated, to vote, to affirm, to share a life style, the way of being of Coca Cola Vending Machines.

Can request more to a distribution point and its implementation in a system of total marketing? It will be able to become but to obtain better results will be certainly difficult.

About the Author:

José Mª Sanchis is CEO and Webmaster of http://www.cibermanagement.net/eng/index.htm

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