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Coca Cola’s New Vending Machine: Pricing to capture value, or not? Brief Introduction Coca Cola has begun testing vending machines that could adjust prices of their drinks in vending machines according to any number
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Case Study One Coca Cola's New Vending Machine: Pricing to capture value, or not? Brief Introduction Coca Cola has begun testing vending machines that could adjust prices of their drinks in vending machines according to any number of factors that cause momentary fluctuations in supply and demand, particularly the weather. This is based on the belief that 'Coca Cola is a product whose utility varies from moment to moment' and therefore the fluctuating value should alter the selling price at that time. 1. Is selling Coca-Cola through interactive vending machines a good or bad idea? Pro's for the Coca Cola company * Technology availability: Electric components are becoming more and more versatile and cheaper. In order to adjust the price with weather change all that is required is a temperature sensor and a computer chip. Therefore, reducing the implementation costs. * Increase competitiveness through Price discrimination: Price discrimination is used all the time in order...
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