On the one hand, the increase in competitors, wars and economic fluctuations the difficulties it creates; On the other hand, the limitations imposed by technology… Coca-Cola had to develop an unusual and creative method to solve this complex puzzle.

The cleverly designed solution is both A turning point for Coca-Cola created and pushed the boundaries of commercial intelligence.

The price of Coca-Cola was surprisingly stable between 1886 and 1959.

It is very possible that you will come across something surprising in the price tags during this period. Because The unit price of Coca Cola has not changed at allThis was actually possible due to the influence of many factors. The main reasons why Coca Cola maintained a fixed price of 5 cents were the bottling agreement of 1899, the impact of advertising activities, the technology of beverage vending machines and low inflation, which were some of the factors that ensured this stability.

However, in 1959 this situation had to change. The reasons behind this change are the entry of Pepsi into the market, First World Waralcohol prohibition, changing taxes, rising prices for caffeine and caramel, and the ensuing World War II. It was World War I.

Coca-Cola appealed to a broad customer base, primarily through its vending machines.

However, the fact that the technology available at the time was not suitable for effecting change was a major obstacle. Despite the price increase, it did not seem possible in practice to increase the unit price of machines without giving change. Coca-Cola, Although he had applied to the official authorities and requested the printing of 7.5 cent coins, he did not receive a positive response.

While the sales of machines continued, a price increase of 10 cents was not practically feasible. in light of this problem The solution found by Coca Cola was really interesting. Under the new arrangement made on the machines, while the machine continued to sell Coke for 5 cents, in one out of every ten sales the machine would take the money but not deliver the product.

This application was implemented and made available to the public with the approval of the official authorities.

Thanks to this ingenious strategy, Coca Cola’s average unit price is falling This rose to 6.6 cents. The company made the mandatory wage increase; and retained the ability to sell through machines.

While the consumer continues to consume the product with satisfaction And the brand has continued to gain credibility and profits over the years…

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