Name recognition is so important in marketing. When walk through the grocery store, the labels that are familiar stand out. Those that seem strange may draw my attention only because of the colors or design of the logo. But, like many, I am drawn back to the old faithful products.
The question is: Is it beneficial for a reputable company with a strong following to start going outside of their regular product?
Normally new companies do this to get established, to test the market and see how consumers like their look. Established companies understand to stick with what has been working for them and not waiving, until now!!
Coca-Cola, a staple of America, share a Coke and a smile! Known across the world! Established in 1886 has decided that they want to branch off into producing MILK. They want to bring to the market a high protein, half the sugar but double price of normal milk.
Well let’s just say that Coca-Cola started out on the wrong foot with the debut of their promotional advertising. Clearly not reviewed by everyone in the advertising department, the ad has naked women covered in milk standing on a scale with the capture of: DRINK WHAT SHE’S WEARING. Most women did not appreciate the pictures.
Has Coca-Cola started a trend? Soon will Levi Straus make car parts? Will DELL start going into the wine producing business? Will Humana start selling paper products?
It sounds ridiculous but how likely are those manufactures in our household considering other avenues to sustain revenue? It is all about survival. No, I do not want to see every major company change to producing something they are not recognized for but sometimes change is a necessity. In business you have to be able and willing to adjust.
Remaining one dimensional is not good in anything or for anyone. Never limit your abilities and always look for something that will separate you from your competitors. Why should shoppers line up at your store over the store that sells the same items next door? What are you offering that the other store is not? Can you sustain what you are doing to draw the competitor’s customers?
This experiment that Coca-Cola is attempting is a long shot. But if completed for a touchdown, expect other companies to follow suite. This could impact product shopping in the future.
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McCloud & Associates Public Relations Agency Blog 