Packaging by Coca Cola, Essay Example

Packaging of the products of the soft drinks and beverage companies is an extremely significant factor that adds value to the product for the benefit of the end user. Just by virtue of the appearance of the packaging material, the product may either attract or repel customers (Graydon, 2003). In this case, in the manufacturing process, a lot of emphasis is put on the attractiveness of the packaging material in order to attract more customers.

In addition to the attractiveness of the material, there is also need to consider the strength of the material used for packaging. Because most of these drinks are supposed to be transported over long distances, it is always necessary to ensure that their packaging containers are robust enough to withstand the tension and the various shocks they may be subjected to during the journey (Cherumilam, 2001). They are also made in a manner that is suitable for the crates in which they are carried to ensure that they fit perfectly in these for easy transportation. In the recent past, there has been a tendency of people preferring plastic packaging to glass due to the environmental factors involved and the recyclability nature of plastic. In addition to these, there are still other people who prefer aluminum beverage cans which, besides being recyclable, are always unbreakable and can easily be opened and stored.

Packaging is also a useful thing when it comes to the branding of a given product. It is always advantageous for companies considering the change of their brand names to make sure that brand continuity ensues (Graydon, 2003). A good example of a company that makes use of its primary package to distinguish its brand from the rest is Pepsi-Cola. After having copied Coca Cola’s script logo, Pepsi made use of bottles that were much taller than those of Coca Cola were and these containers held more of the drink than Coca Cola (Cherumilam, 2001). Somewhere during the middle of the twentieth century, Pepsi Cola brought in a cap design that incorporated red, white, and blue colors and these eventually took the form of round globes on the labels. Eventually, Pepsi Cola had to adapt a blue background color in order to differentiate its brand from the Coke red. Ever since that time, the globe shape is the element through which anyone can identify the brand.

References

Cherumilam, F. (2001). Global Economy & Business Environment. Mumbai: Himalaya Publishing House.

Graydon, S. (2003). Made You Look – How Advertising Works and Why You Should Know. Toronto: Annick Press