In June 2013, The Coca-Cola Company (TCCC) started Coke Life, a naturally sweetened but sugar-reduced carbonated soft drink. Coke Life complemented TCCC's established product line comprising Coca-Cola Classic, Diet Coke, and Coke Zero. Coke Life comprised 35 per cent and replaced a portion of the sugar part with stevia leaf extract less sugar than Coca-Cola Classic. TCCC promised that "Coke Life is for adults looking for an excellent tasting Coke but [one with] fewer kilojoules and [that's] sweetened from natural sources." Impacted by governmental interventions, including the implementation of special taxes and warning labels, the consumption of soft drinks had slowed down significantly, which had caused leading soft drink manufacturers to introduce "green" product modifications of their conventional beverages.
When Coke Life was started by TCCC, the market for carbonated soft drinks was exceptionally competitive and was shrinking in part because of worries over soft drinks leading to obesity and type 2 diabetes. Was Coke Life likely to achieve success? Or was it simply a "greenwashed" product in an extremely segmented marketplace?
PUBLICATION DATE: June 13, 2016 PRODUCT #: W16333-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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