King, Charles, III, and Das Narayandas. "Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?" Harvard Business School Case 500-068, February 2000. (Revised December 2000.) ...

Coca-Cola believes the service will be a hit with people who routinely buy drinks at outdoor vending machines, and has attained the initial target of having 100,000 subscribers by the end of the year.

The dispenser takes a cue from Coca-Cola's (KO) Freestyle machine, which lets people mix beverages from a variety of sodas and juices. In the case of the condiments, customers choose from four ...