Marketing Currents - Business and Marketing Current Events

Coke products might look a little different next year


Over the past year, Coca-Cola has experimented with bizarre, limited-time flavors and immersive online experiences. Now, it’s setting its sights on adding more varieties of cans, bottles and value packs to offer cash-strapped consumers more options — even if that ultimately means paying more for less. 

Click here to read the story at

Discussion Questions:

  1. Based on what you learned in this news story and what you have observed as a consumer, how would you describe Coca-Cola’s marketing strategy over the last year?
  2. According to this story, how might that strategy be shifting next year?
  3. Why is price an important component of the marketing mix?
  4. What is inflation?
  5. How does inflation impact the marketing mix?
  6. How has inflation impacted Coca-Cola’s business and marketing strategy?
  7. What is packaging?
  8. This news story references “package innovation.” What does that mean?
  9. How is Coca-Cola adjusting its packaging next year?
  10. Why are they changing the packaging? Do you think that represents an example of package innovation? Why or why not?
  11. What are profits?
  12. Why are profits important to a business like Coca-Cola?
  13. How might the new business and marketing strategies help Coca-Cola to maximize its profits next year? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.