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Coca Cola Goes Green The Launch of Coke Life

Solution Id Length Case Author Case Publisher
2738 1952 Words (7 Pages) Matthias Koch Ivey Publishing : W16333
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The Coca-Cola company was one of the world's largest nonalcoholic drinks producing industries in more than 200 countries across the world Coca Cola was supplying its drinks. Coca-Cola Classic and Pepsi classic are included in drinks having full sugar. On the other hand, diet coke and diet Pepsi drinks have zero sugar. Research has proved that sugary drinks are the cause of cardiac problems, diabetes mellitus etc. The intake of sugar should be 90 grams per day, not more than that, in order to lead a healthy life. The diet versions of these companies had zero sugars and almost no calories. These no-sugar drinks target the segment that is hybrid consumer means the consumer can enjoy the taste with good health. Green was the dominant color; leaf was the graphical element, whereas life was written in Italian font. The Coca-Cola Company decided to expand its operations in many other countries like Chile, Belgium, Germany, France, Norway etc. It used the indirect channels that are the distributors with the main channel routes that are the supermarkets, restaurants and many other places. They made an eco-friendly bottle. In the carbonated soft drinks market, Coca-Cola had a lot of competitors, including PepsiCo Inc., Unilever, Nestle S.A. etc.

Following questions are answered in this case study solution:

  1. How did TCCC position Coke Life? Which customer segment did Coke Life target?

  2. What is Coke Life’s value proposition? How does Coke Life create value for it target customers?

  3. How was the launch executed?

  4. What financial effects should TCCC expect from the launch? How do you evaluate the launch of Coke Life from a financial and ethical perspective?

  5. How is branding of Coke Life done on the TCCC web site and other media?

  6. Should the sharing campaign be brought to U.S.A. market? Outline framework for decision-making and defend your recommendation.

Case Study Questions Answers

1. How did TCCC position Coke Life? Which customer segment did Coke Life target?

The Coca-Cola life was a drink that came with less amount of sugar as compared to Coca Cola which is distributed normally; hence it would not be wrong to say that Coca-Cola life has targeted the hybrid customer segment as it was handy enough for people who are not able to take sugary diets. Out of five, four top drink brands were possessed by TCCC. America has been the world's largest market for soft drinks. The market was divided into soft drinks, which are nonalcoholic drinks and hard drinks, which are alcoholic drinks. The categories in the soft drinks market included 35 percent carbonated soft drinks. This step that was taken by Coca-Cola came up with a very positive response from people all over. The Coca-Cola Company launched coke life, a carbonated soft drink with very less sugar, in 2013. With this innovation, coca-cola company added more to its list along with coca cola diet, classic and zero. There was 35 percent less sugar in coca cola life than in Coca Cola classic. At the time of the launch of Coca-Cola life, the market for carbonated drinks was extremely competitive. Coca-cola gained a lot of positive responses as a drink with less sugar was highly appreciated. The soft drink market included a wide range of beverages starting from bottled water to sugar-sweetened soft drinks. Bottled water constituted a consumer segment that was health-oriented. This segment supported a lifestyle that was healthy and free of sugar. The other segment targeted taste-oriented customers. It was soft drinks that were sugar-sweetened. In the carbonated soft drink market, two markets have emerged based on the sugar content of the products. Coca-Cola Classic and Pepsi classic are included in drinks having full sugar. On the other hand, diet coke and diet Pepsi drinks have zero sugar. The diet versions of these companies had zero sugars and almost no calories. These no-sugar drinks target the segment that is hybrid consumer means the consumer can enjoy the taste with good health.

2. What is Coke Life’s value proposition? How does Coke Life create value for its target customers?

There is no doubt to say that Coke Life creates value for its target customers in the best possible way, as they were the ones who helped them to keep track of their sugar intake. In this way, everyone in society was able to enjoy this rink. This was not the only initiative that was taken by Coca-Cola life, but they also made a great contribution to this world and to the upcoming generations by introducing bottles that are eco-friendly. That can be recycled and is 100 percent reusable. The Coca-Cola company was one of the world's largest nonalcoholic drinks producing industries in more than 200 countries across the world Coca Cola was supplying its drinks. Out of five, four top drink brands were possessed by TCCC. America had been the world's largest market for soft drinks. A natural sweetener, stevia leaf, was used as a sweetener that had no calories. It was the first time Stevia leaf was used as a sweetener in any drink. 

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