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  • Coca Cola Goes Green: Launch of Coke Life

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    Tushar Madaan
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    Coca Cola launched Coke Life, a naturally sweetened cola, to target consumers seeking healthier beverage options amid rising health concerns about artificially sweetened drinks. As the market leader with 40% share, Coca Cola saw an opportunity to expand with a product offering lower calories and health impacts than traditional colas. However, successfully launching Coke Life presented challenges in shifting consumer preferences, competing against established brands, appropriate pricing, and increased political and regulatory pressures against sugary drinks. The report evaluates criteria like market segmentation, pricing, consumer utility, innovation, and promotion for Coke Life's launch. It recommends a targeted marketing strategy emphasizing Coke Life's natural sweetening and lower calories to differentiate it in the competitive cola

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    Coca Cola Life Case

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    CocaColaLife

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    Coca Cola launched Coke Life, a naturally sweetened cola, to target consumers seeking healthier beverage options amid rising health concerns about artificially sweetened drinks. As the market leader with 40% share, Coca Cola saw an opportunity to expand with a product offering lower calories and health impacts than traditional colas. However, successfully launching Coke Life presented challenges in shifting consumer preferences, competing against established brands, appropriate pricing, and increased political and regulatory pressures against sugary drinks. The report evaluates criteria like market segmentation, pricing, consumer utility, innovation, and promotion for Coke Life's launch. It recommends a targeted marketing strategy emphasizing Coke Life's natural sweetening and lower calories to differentiate it in the competitive cola

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    153 views6 pages

    Coca Cola Goes Green: Launch of Coke Life

    Uploaded by

    Tushar Madaan
    Coca Cola launched Coke Life, a naturally sweetened cola, to target consumers seeking healthier beverage options amid rising health concerns about artificially sweetened drinks. As the market leader with 40% share, Coca Cola saw an opportunity to expand with a product offering lower calories and health impacts than traditional colas. However, successfully launching Coke Life presented challenges in shifting consumer preferences, competing against established brands, appropriate pricing, and increased political and regulatory pressures against sugary drinks. The report evaluates criteria like market segmentation, pricing, consumer utility, innovation, and promotion for Coke Life's launch. It recommends a targeted marketing strategy emphasizing Coke Life's natural sweetening and lower calories to differentiate it in the competitive cola

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 6

    Coca Cola Goes Green

    Launch of Coke Life

    P R E PA R E D BY – G R O U P 1 5
    N A M A N S I K K A | V I V E K V | A R U N M | R A J AT K U M A R | S U B H R A J I T M A L A K A R
    Customer Company
    - Coke life was meant for consumers who wanted the - 40% market share in non-alcoholic beverage category
    taste of Coca Cola with few calories - Legacy brand
    - With the reports linking artificially sweetened - Wanted to expand further with a new product
    beverages with health problem, demand for healthier offering
    alternatives was rising
    - Being market leader made product launch easier
    - Coke life was naturally sweetened with minimal
    health effects

    SITUATIONAL ANALYSIS
    Context Competition
    Political – Introduction of sugary drink tax and - Biggest rival in CSD segment Pepsi with a 27% market
    warning labels in CSDs share
    Economical - $650 Billion industry, rising competition - Pepsi and TCCC offered similar product mix in this
    segment.
    Social – Increase in obesity, demand for healthy
    alternative. - Other significant players were – Dr Pepper, Kraft
    food, Unilever, Mondelez and Danone
    Technological – Maintaining original taste with Stevia,
    biodegradable packaging bottles
    Challenges
    1. Shift in consumer preference due to increasing health concerns.
    2. Possibility of a debacle similar to launch of ‘New Coke’ that happened in
    1985.
    3. Highly competitive segment with well established competitors.
    4. Appropriate pricing and promotion based on country demographics
    5. Increased political pressure and taxes being levied which made the product
    slightly expensive
    Criteria for evaluation
    1. Placement into the market segment
    2. Appropriate pricing strategy to acquire
    market share
    3. Utility to the consumer
    4. Product Innovation
    5. Methods and extent of promotional Cola variants offered by TCCC
    activities
    Recommendations
    It was the first CSD to debut with a natural sweetening agent, it had an edge over competitors.
    1. Targeted marketing strategy laying emphasis on the calorie content and the natural
    sweetening agent used
    2. This would have set the product apart from the competition since it was among the first
    ones with Stevia.
    3. Coming up with a new line of soft drinks sweetened by Stevia. TCCC owned 20 drinks in total
    excluding the flavoured variants of the original coke. This would have positioned TCCC as an
    innovator and market leader.
    Thank You

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