Coca-Cola case Analysis
The Coca-Cola Company (TCCC) was the largest in the non-alcoholic beverage industry
and started selling Coca-Cola soft drinks in the US since 1886. TCCC distributed its products in
over 200 counties globally. In June 2013, TCCC introduced a new product called Coke life. The
Coke life has complemented the TCCC’s product line and is sweetened by using the stevia leaf
extract and contained 35 percent less sugar than Coca-Cola Classic. At the same time, the
government and industry take endeavors to reduce obesity and fight overweight. Before the
launching of the Coke Life, the product line of TCCC in CSDs encompasses Coca-Cola Classic,
Diet Coke and Coke Zero, and Coke’s Life contained the lowest sugar and calorie compared to
other CSDs of TCCC. With the top brands positioning of TCCC, Coke’s Life as a complement of
the current product line met the needs of the consumers with naturally sweetened, fewer kilojoules,
