Sample Essay Paper on Corporate Design- the Case of Coca Cola Contour Bottle


Coca-Cola product Brands


The Coca-Cola Company and its branding styles can be classified among the best approaches used to exemplify global marketing. The company’s branding styles and other market entry styles, especially for new products, makes the Coca-Cola products to be enjoyed severally by consumers across the world (Arora and Shalonda 107). In other words, the company’s product design and other important processes make it possible for every new product to be recognized in almost every part of the global market, ranging from large cities to remote villages, and across the five major continents of the world. The various product brands the company has produced in the past such as the Coca-Cola and Diet Coke among other brands presented by the images below focus on the value customers derive from the company’s products (Arora and Shalonda 107).

In other words, the Coca-Cola Company through the concepts of corporate design prioritizes on those factors that would help improve sales of a product, either at the introduction stage or at the maturity phase in the product life cycle (Arora and Shalonda 108). For example, the company’s decision to settle on the coke contour bottle links to the ideas of corporate design, which has allowed the company to gain competitive advantage over other companies in the beverage industry. The unique characteristics of the coke contour bottle make the company to sell almost three-quarter of all the soft drinks consumed around the world (Arora and Shalonda 108). From this study, a person would understand some of the reasons why the Coca-Cola Company has always retained its top position as the most selling soft drink company with improved marketing and elaborate market entry styles.

The discussions presented in this paper would help define the Coca-Cola Company’s Coke Contour Bottle as a masterpiece in the corporate design, which signifies the power the company has towards influencing consumers across the world irrespective of consumption culture, age, and sex or health issues (Arora and Shalonda 108). Therefore, the paper explores some of the reasons why the Coke Contour Bottle is an example of corporate design, how it impacts people’s decision to use the company’s products, the product users and whether or not the users’ needs and experiences with the company’s products are good ones (Arora and Shalonda 109). The paper finally explores the Coke Contour Bottle (the company’s corporate design) in the context of a more globalized industrial design field.

The Coke Contour Bottle

Product design and packaging style serve important functions in the entire performance history of a company, especially for those companies operating in an industry with potential competitors. Other than the objectives of improving sales and profit levels, the company uses the Coca-Cola design as its trademark, which is protected by the legal registration laws (Balmer and Stephen 23). The company’s position in the beverage industry needed a distinctively, easy and instantly recognizable packaging style since this would help improve customer’s understanding of the company’s products and the various brands released into the market. With the introduction of the Coca-Cola contour bottle in 1915, consumers gained taste for the company’s products and respective brands, which they could identify even in the dark by simply touching the outer surface of the bottle. The design process for the bottle as earlier requested by the company management has remained iconic and best describes unchanging taste of the Coca-Cola Company products and brands. Some of the unique features of the Coke contour bottle can be identified by just looking at the bottle.

The Coke Contour bottle


Why the Coke Contour Bottle is an example of corporate design

Companies design products, unique packaging and processes that can be used to define their position in the market. This means that the corporate design is one of the methods used by companies to establish identity factors like trademarks and patent rights (Chang 143). In the same line of argument, the Coca-Cola Company uses its contour bottle as a trademark or a strategic plan help consumers identify the company’s products among the different brands released into the market (Chang 143). Because the Coca-Cola contour bottle is used exclusively by the company and any form of imitation by a competitor would be considered an illegal act, it development falls under the corporate design. Similarly, the contour bottle offers a familiar shape to the company’s packaging style (Chang 147), which a gain falls within the objectives of corporate design; providing a broadly recognized commercial symbol that businesses and companies can use to improve their performances through better sales and higher profits. For example, recent studies have shown that the Coca-Cola Company and its product brands are recognized by 94 percent of the active consumers of beverages around the world. Similar studies identify the “Coca-Cola” phrase as the second most understood word after the phrase OK (Chang 148), and helps the company link well with its customers. In general, there are shared characteristics that make the Coca-Cola contour bottle to be classified under corporate design:

  • The Coke contour bottle fulfils the major objective of corporate design of motivating consumers to purchase and consume the company’s brands over other soft drink brands released into the market.
  • The Coke Contour bottle fulfils the needs of corporate design of maximizing consumer enjoyment of the various brands the company produces.
  • The Coke contour bottle fulfils the corporate desires of creating distinct identities for the company’s products with a focus on the consumers’ expectation.
  • The Coke contour bottle allows consumers to understand the company and to have better experiences with the company’s product brands; an objective defined under corporate design.

 How the Coke Contour bottle impacts people’s decision to purchase and consume the company’s products

The higher performance records indicated by the Coca-Cola Company both in the past and at present can best be described with proper understanding of the company’s branding strategies and how their influence consumers from different market segments (Thøger, Lars and Søren 293). It is important to not the extent to which the Coca-Cola contour bottle has shaped the marketplace and still remains one of the most fundamental strategies the company uses to create a perception of stable performance and constant delivery (Thøger, Lars and Søren 293). In other words, the improved performance of the company links to the initial ideas of making the Coca-Cola brands unique and differentiable from the range of soft drink brands produced by close competitors. Through the Coke Contour Bottles strategy, the company explores new markets and motivate consumers to buy and consume its product brands (Thøger, Lars and Søren 294). The motivation process occurs directly through promotion and marketing or by using sales agents and consumers.

Through brand promotion, the company explores those strategies that will create awareness, impact consumers’ willingness to buy or keep competitors worried of the company’s operational systems. On the same note sales agents ensures that the company’s products reach every part of the world including cities, towns and villages (Thøger, Lars and Søren 295). Apart from motivating consumers, the company through its contour bottle maximizes consumers’ desires for enjoyment since there is uniformity in product taste, size and price. The established design plan improves customers’ perceptions of the Coca-Cola brands and would want to consume more and more of the company’s products. Finally, the Coke Contour Bottles affects peoples’ decision to buy the company’s product brands because it offers unique characteristics that are seen to be lacking in other soft drink brands. It is common to believe that consumers are unique and their tastes and preferences differ across age, sex and social class (Thøger, Lars and Søren 294). The company’s product and brand design has elements of maturity and favours the diverse needs of consumers across different markets based on the population behaviours identified within this context.

The product users and their needs and experiences with the company’s products

The Coca-Cola Company under its brand names produces a range of products that fulfils the needs of consumers based on their diverse tastes and preferences (Thøger, Lars and Søren 296). In addition to the previous markets, recent studies have shown that the company’s products have now spread to major markets in India and other Islamic regions. These regions where initially reluctant to accept the Coca-Cola brands because their culture did not allow consumption of such products (Thøger, Lars and Søren 297). However, after intensive study of Cola products and how well the consumption needs of the opposing population could be met, the final Coca-Cola brands that were released into the market gave the best taste of beverage with zero alcoholic content. As at present, Coca-Cola brands are enjoyed by people across diversities; adults and children, males and females as well as the low, middle and high class population. The Coca-Cola Company’s product design and branding styles focus on the customers’ preferences, which the company recognizes at key values towards improved performance. Following the company’s needs to maximize sales (Thøger, Lars and Søren 298), the need to partner with customers across the world arises for the purposes of creating sustainable values and ensuring that the company grows in in its operations. Based on the existing relationships between the Coca-Coal Company and its customers, there is need to believe that product user who in this case are consumers of the various brands have good experiences with the company’s products. This is one of the reasons why the Coca-Cola brands sale highly in global markets compared to other soft drink brands produced and supplied by competing companies.

The Coke Contour Bottle in the context of a globalized industrial design field

In the global context, the Coke Contour bottle allows the company to develop efficient and consistent power distribution system (Balmer 251). The stronger position Coca-Cola Company takes in market through brand design and proper packaging represent the marketing mix, which for several decades have remained vital towards tackling the competition challenges in the industry (Balmer 251). The Coke Contour Bottle perfectly blends with the current changes in technology in areas of corporate design, making the Coca0-Cola Company operations to remain relevant to in a globalized industrial design field (Balmer 253).

With the range of business opportunities available in the beverage industry the Coca-Cola Company must provide products and services that are customer centred in order to remain relevant to the changing needs of consumers across global markets. In other words, the global industry design advocates for excellent industrial performance and enhanced consumer relevance during the production, distribution and consumption stages (Balmer 254). Therefore, just like the case of industrial design, the Coca-Cola Company uses its Coke Contour bottle build a perception of product availability and affordability, and to ensure that every brand released into the market is accepted. Apart for product availability and affordability, the Coke Contour bottle and other deigns create a platform for product acceptability, activation alongside establishing positive attitudes among consumers and sales representatives.

In general, globalization has resulted into higher levels competition within the beverage industry, and as a result, every competing firm must place its range of products for easy reach by customers (Balmer 249). Product availability in the context of globalization ensures the right package is supplied to customers at the right time, and that there are no inefficiencies or inconsistencies in the company’s line of production (Arora and Shalonda 107). Otherwise, the Coke Contour bottle signifies the company’s continuous operations and needs to serve a growing population with brands that fulfils the changing tastes and preferences (Balmer 249). The Coke Contour bottle offers the best platform for the Coca-Cola Company through its sales representatives to facilitate the process of interaction with the customers while ensuring that the products the company produces meet the needs of consumers (Arora and Shalonda 107). With the various innovation platforms especially in areas of communication between produces and consumers, the Coca-Cola Company through customers’ feedback systems continues to build a strong operational background.

Works cited

Arora, Anshu Saxena, and Shalonda Kirkland Bradford. “Consumer Perceptions of Advertising Appeals: Hard-Sell and Soft-Sell Revisited.” The Sustainable Global Marketplace. Springer International Publishing, 2015. 106-110.

Balmer, John MT, and Stephen A. Greyser, eds. Revealing the corporation: perspectives on identity, image, reputation, corporate branding, and corporate-level marketing: an anthology. Psychology Press, 2003.

Balmer, John MT. “Corporate identity, corporate branding and corporate marketing-Seeing through the fog.” European journal of marketing 35.3/4 (2001): 248-291.

Chang, Dae Ryun. “The”We-Me”Culture: Marketing to Korean Consumers.” Advances in International Marketing 18 (2007): 141-157.

Thøger Christensen, Lars, and Søren Askegaard. “Corporate identity and corporate image revisited-A semiotic perspective.” European Journal of Marketing 35.3/4 (2001): 292-315.