Coke life Case Study

Case Study Analysed for the subject Elements of Marketing

1. Case Leadership Week 2 Chengyu Irveen Shivani

2. Case Leadership Week 2 MARK5700 What external and internal factors led to that decision ?

3. Case Leadership Week 2 MARK5700

4. Case Leadership Week 2 MARK5700

5. Why did TCCC make the decision to develop and launch Coke Life ? Case Leadership Week 2 MARK5700

6. Case Leadership Week 2 MARK5700 Why was Coke Life introduced? The market for NARTD was increasing The market for diet soft drinks was decreasing The rise of health-conscious consumers TCCC reached maturity and tried experimenting with a new product to beat the product life cycle To cope with ‘sugar tax’ equivalent levied in certain countries

7. Case Leadership Week 2 MARK5700 TCCC reached maturity and tried experimenting with a new product to beat the product life cycle

8. Case Leadership Week 2 MARK5700

9. Case Leadership Week 2 MARK5700 How did TCCC position Coke Life ? Which customer segment did Coke Life target?

10. Case Leadership Week 2 MARK5700 Taste oriented customers Health oriented customers Hybrid customers

11. Case Leadership Week 2 MARK5700 What is Coke Life ’s Value Proposition? How does Coke Life create value for its target customers?

12. Case Leadership Week 2 MARK5700 Ad Campaigns for Coke Life

13. Case Leadership Week 2 MARK5700 Adding nutrition to taste, naturally.

14. Case Leadership Week 2 MARK5700 How was the launch executed?

15. Case Leadership Week 2 MARK5700

16. Case Leadership Week 2 MARK5700 What financial effects should TCCC expect from the launch ?

17. Case Leadership Week 2 MARK5700

18. Case Leadership Week 2 MARK5700 How do you evaluate the launch of Coke Life from a financial and ethical perspective?

19. Case Leadership Week 2 MARK5700

20. Case Leadership Week 2 MARK5700

21. Case Leadership Week 2 MARK5700 "It’s trying to make a product that’s intrinsically unhealthy, healthy.”

22. Case Leadership Week 2 MARK5700 The Failure of Coke Life

23. Case Leadership Week 2 MARK5700 Some more questions...

24. Case Leadership Week 2 MARK5700 What is your analysis of the product’s decline? Why did it fail strategically?

25. Case Leadership Week 2 MARK5700 Any Recommendations for TCCC to cope with their decreasing share of the market?

26. Case Leadership Week 2 MARK5700 What do you make of the 1985 ‘New Coke Launch? What insights can you provide from this campaign to ensure the success of future campaigns?

27. Case Leadership Week 2 MARK5700 What is CSR and why is it important for maintaining a brand image? What are some examples of CSR from the presentation?

28. Case Leadership Week 2 MARK5700 The Analysis The chosen segment did not resonate with the value proposition of the product It seems like an unethical approach The branding wasn’t right Too vertical extensions without any uniqueness Rebranding the product led to uneasiness for the consumers, and non-acceptance. It was ‘trendy’ yet non-profitable because of a huge shift in positioning strategy Healthy Tasty Less Tasty Less Nutritious

29. Chengyu Huang z5202000 Irveen Kaur z3330516 Shivani Modi z5221373

30. References Lombardo, C. (2018, Jan 22). Business & technology: Coca-cola sets goal to recycle all bottles. Wall Street Journal Retrieved from https://search-proquest-com.wwwproxy1.library.unsw.edu.au/docview/1989483626?accountid=12763 World-class technology at Coca-Cola AMATIL [online]. MHD Supply Chain Solutions , Vol. 44, No. 3, Jun 2014: 74-75. Availability: <https://search-informit-com-au.wwwproxy1.library.unsw.edu.au/documentSummary;dn=443660862263607;res=IELBUS> ISSN: 1445-0801. [cited 22 Feb 19]. Sharon Bailey, “Soft Drink Industry Now Looking to Still Beverages to Boost Sales,” Market Realist, November 20, 2014, accessed 21st February 2019, http://marketrealist.com/2014/11/guide-non-alcoholic-beverage-industry “Coca Cola Financial Report”, 21 February 2019, accessed 24th February 2019, https://www.ccamatil.com/-/media/Cca/Corporate/Files/ASX-Announcements/2019/2018-Full-Year-Results-Report.ashx Wehring, O. (2014, Mar 19). CAGE 2014: Coca-cola co readies coke life global roll-out. Just - Drinks Global News Retrieved from https://search-proquest-com.wwwproxy1.library.unsw.edu.au/docview/1508462912?accountid=12763 Corbett, R. (2017, Dec 03). How the coca-cola co can make a success of coke life II - comment. Just - Drinks Global News Retrieved from https://search-proquest-com.wwwproxy1.library.unsw.edu.au/docview/1971270220?accountid=12763