Type
Essay
Pages
3 pages
Word Count
889 words
School
University of North Flor
Course Code
Marketing

Coca-cola Case Analysis

January 9, 2021
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,
and great taste choices. Subsequently, TCCC launched multimillion-dollar communication
campaigns in multiple channels to influence the consumer taste and preferences to start the Coke
like in different markets across the world. The sales of TCCC dropped by 2.4% compared to 2013.
After the successful launch of Coke's Life, the sales of TCCC gradually increased, particularly in
the UK. However, Coke's Life was criticized by claiming its healthy product from TCCC. TCCC
committed that low-or no-calorie Cokes will account for 50 percent of sales by 2020.
SWOT Analysis
TCCC states Life is helping the brand reach its target of shifting consumers to lower and

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