Assignment Questions:

Why did TCCC make the decision to develop and launch Coke Life? What
external and internal factors led to that decision?

The reason behind decision to develop and launch Coca-Cola Life was to create a
new taste beverage drink that consisted of stevia leaf extract, in order to penetrate a
market of adults who were looking for a drink sweetened with natural resources.
External Sources of this decision was globally increasing scientific and legislative
issues regarding the side effects of consuming beverages, like obesity, diabetes, tooth
decay, etc. Internal factors were decreasing company Revenues and EBIT, thus need
for innovations.

How did TCCC position Coke Life? Which customer segment did Coke
Life target?
Target customer segment of Coca Cola Life were people that valued sweet taste as
far as their individual health, those who were looking for a no sugar drinks. Coca
Cola life was positioned as a unique drink consisting 100% of natural stevia leaf that
was a safe alternative of sugar that was not harmful for one’s health.

What is Coke Life’s value proposition? How does Coke Life create value
for its target customers?
Value proposition of Coke life was to enhance its customers to live a healthier
lifestyle. Coke life created a value through its taste and ingredients; it contained 35%
less sugar, was naturally sweetened and contained zero calories, that is how it
ensured customers to be more healthy and to avoid any side effects of drinking it.

How was the launch executed?

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 The launch of Coca Cola life was executed firstly, through creating value proposition
to customers who preferred healthy drinks, then by defining pricing strategy, it
started with lower price, to attract more customers and was eventually priced
higher than Diet Coke, after through utilizing its indirect and main channels for
distributing the product, and finally through continually promoting Coke Life in
various communication campaigns incl. TV, digital, public relations and also
providing free samples for customers. Needless to say, Coke Life was not introduced
globally at a time it was decided to roll out the product sequentially.

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