Is Coca-Cola Life a good strategic addition to Coca-Cola’s product range? **Case: Coca-Cola Life**Founded in Atlanta, Georgia, in 1886 and still headquartered there, the Coca-Cola Company is a globally recognized brand. Coca-Cola products are available in almost every country worldwide, except Cuba and North Korea. The company offers over 500 brands of sparkling and non-sparkling beverages, with around 1.9 billion servings consumed daily. Among these, four brands rank among the world's top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other popular brands include Minute Maid, Honest Tea, Dasani, Powerade, and many others.Coca-Cola has introduced numerous brands, some with limited availability. For example, Sokenbicha is a Japanese tea product sold in select U.S. markets, and Maaza is a calcium-enriched mango drink available in India, Bangladesh, the Netherlands, and the Maldives. Some Coca-Cola products have had short lifespans, such as Coke Blak (a coffee-flavored cola), Coke Vanilla, and Coca-Cola with Lemon or Lime. These were often launched to influence consumer preferences or compete with rival products. However, Coke, Diet Coke (also known as Coke Light in some regions), and Coke Zero Sugar remain the "big three," recognized as global strategic brands.International Coca-Cola websites showcase the prominence of these brands, displaying them prominently. In 2013, Coca-Cola attempted to introduce a fourth global brand, Coke Life. Developed in Argentina and Chile, this drink uses stevia as a natural sweetener, reducing sugar content and eliminating artificial sweeteners. Initially launched in Argentina, it was gradually marketed worldwide.Despite the brand's enduring profitability, Coca-Cola has experienced a decline in soft drink sales. The company has diversified its offerings with non-sparkling beverages like bottled water, tea, fruit juice, and smaller drink sizes. These efforts align with growing consumer health trends, such as low-calorie options. As early as 1982, Coca-Cola launched Diet Coke using artificial sweeteners like aspartame, transitioning to NutraSweet. (In specific regions, alternative sweeteners such as aspartame/and/or others are used.) In 2005, Coke Zero was introduced. This product also contains artificial sweeteners and is claimed to be closer in taste to Coke (Diet Coke has a somewhat different flavor). By 2017, Coke Zero was reformulated and renamed Coca-Cola Zero Sugar. While the actual mix of sweeteners varies from one market to another, Coca-Cola Zero Sugar, like Diet Coke, is sweetened only with artificial sweeteners.This brings us to the Coca-Cola Life launch. With three cola products on the market, Coca-Cola felt there was room for a product that delivered full taste and few calories, while still being all-natural with no artificial sweeteners. In Argentina and other South American countries, stevia (an all-natural sugar substitute derived from plants) was already popular, and Coca-Cola rolled out the new Coca-Cola Life product. This does contain some sugar as well as stevia, but it contains only about 60 percent of the calories of Coca-Cola (about 27 calories per 100 mL).The product was first sold in Argentina in June 2013 and then Chile in November 2013, positioned as a drink for healthy lifestyles. The original Argentinian ad, showing a young couple raising a child, was an award-winning commercial and can be seen at: www.youtube.com/watch?v=xPb1t3jU3sI. Coca-Cola Life packaging was mostly green (later labels added a touch of red, the Coca-Cola company color). (Green is used very prominently in the advertisement as well.)Coca-Cola chose to roll out Coca-Cola Life slowly into the global market. In 2014, it entered Sweden and the U.K., as well as the United States (but in relatively limited distribution). By 2015, it was in France, Australia, and several other markets. By 2018, it was in about 40 markets worldwide.Coca-Cola Life has had mixed success in its first five years of existence. It was dropped in Australia after about two years, due to low sales, and replaced with a similar product, Coca-Cola with Stevia, which contains more stevia and less sugar than Coke Life. Similarly, in the U.K., after the 2014 launch resulted in low sales, the product was reformulated and the new version contained even less sugar. Nevertheless, due to continued slow sales coupled with an uptick in Coca-Cola Zero Sugar sales in the U.K., Coke Life was gone entirely by August

Among Coca-Cola's hundreds of brands are four of the global top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Go to any Coca-Cola global Web page (try suffixes like. Originally developed by Coke researchers in Argentina and Chile, this drink uses stevia as an all-natural sweetener, uses much less sugar than regular Coke, and has no artificial sweeteners. The product was initially launched in Argentina and Chile and slowly rolled out to the global market. .The Coca-Cola Company is the largest beverage company in the world, energizing consumers with more than 500 sparkling and still products. Our Company's portfolio of 20 billion-dollar brands includes Coca-Cola, one of the most profitable and well-known brands in the world, as well as Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitamin water, Powerade, Minute Maid, Georgia, and Dasani. With more than 700,000 framework partners, they rank among the top 10 private superintendents in the world when combined with their packaging partners. The Coca-Cola Company has targeted markets all over the world with specific commercials based on the culture, language, and level of living in that particular country. This is from the perspective of location and distribution. Commenting on the latest addition to the coca-cola family, the new coca cola life has emerged with more than a few criticisms based on its marketing strategy, which is to target a health-conscious audience. In terms of distribution, I do not feel this product can make a mark on the already existing range of products that coca cola has to offer, like Diet coke and zero sugar coke. With the introduction of this product, coca-cola has tried to draw a line between its already existing original Coke beverage and the Coke with zero sugar. The question at hand is whether the launch of Coca-Cola Life will help or hurt the company's aspirations, despite the fact that Coca-Cola products have long been among the top competitors in the beverage industry. Regarding market targeting, product distribution success would also contrast the cost of the product compared to competing items. Regardless of the region, the product is anticipated to reach, and the standout factor will likely determine the success of Coca-Cola Life; time will tell! .

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Principles Of Marketing

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Author:Kotler, Philip, Armstrong, Gary (gary M.)

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Is Coca-Cola Life a good strategic addition to Coca-Cola’s product range?

Transcribed Image Text:**Case: Coca-Cola Life** Founded in Atlanta, Georgia, in 1886 and still headquartered there, the Coca-Cola Company is a globally recognized brand. Coca-Cola products are available in almost every country worldwide, except Cuba and North Korea. The company offers over 500 brands of sparkling and non-sparkling beverages, with around 1.9 billion servings consumed daily. Among these, four brands rank among the world's top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other popular brands include Minute Maid, Honest Tea, Dasani, Powerade, and many others. Coca-Cola has introduced numerous brands, some with limited availability. For example, Sokenbicha is a Japanese tea product sold in select U.S. markets, and Maaza is a calcium-enriched mango drink available in India, Bangladesh, the Netherlands, and the Maldives. Some Coca-Cola products have had short lifespans, such as Coke Blak (a coffee-flavored cola), Coke Vanilla, and Coca-Cola with Lemon or Lime. These were often launched to influence consumer preferences or compete with rival products. However, Coke, Diet Coke (also known as Coke Light in some regions), and Coke Zero Sugar remain the "big three," recognized as global strategic brands. International Coca-Cola websites showcase the prominence of these brands, displaying them prominently. In 2013, Coca-Cola attempted to introduce a fourth global brand, Coke Life. Developed in Argentina and Chile, this drink uses stevia as a natural sweetener, reducing sugar content and eliminating artificial sweeteners. Initially launched in Argentina, it was gradually marketed worldwide. Despite the brand's enduring profitability, Coca-Cola has experienced a decline in soft drink sales. The company has diversified its offerings with non-sparkling beverages like bottled water, tea, fruit juice, and smaller drink sizes. These efforts align with growing consumer health trends, such as low-calorie options. As early as 1982, Coca-Cola launched Diet Coke using artificial sweeteners like aspartame, transitioning to NutraSweet. (In specific regions, alternative sweeteners such as aspartame/and/or others are used.)

In 2005, Coke Zero was introduced. This product also contains artificial sweeteners and is claimed to be closer in taste to Coke (Diet Coke has a somewhat different flavor). By 2017, Coke Zero was reformulated and renamed Coca-Cola Zero Sugar. While the actual mix of sweeteners varies from one market to another, Coca-Cola Zero Sugar, like Diet Coke, is sweetened only with artificial sweeteners.

This brings us to the Coca-Cola Life launch. With three cola products on the market, Coca-Cola felt there was room for a product that delivered full taste and few calories, while still being all-natural with no artificial sweeteners. In Argentina and other South American countries, stevia (an all-natural sugar substitute derived from plants) was already popular, and Coca-Cola rolled out the new Coca-Cola Life product. This does contain some sugar as well as stevia, but it contains only about 60 percent of the calories of Coca-Cola (about 27 calories per 100 mL).

The product was first sold in Argentina in June 2013 and then Chile in November 2013, positioned as a drink for healthy lifestyles. The original Argentinian ad, showing a young couple raising a child, was an award-winning commercial and can be seen at: www.youtube.com/watch?v=xPb1t3jU3sI. Coca-Cola Life packaging was mostly green (later labels added a touch of red, the Coca-Cola company color). (Green is used very prominently in the advertisement as well.)

Coca-Cola chose to roll out Coca-Cola Life slowly into the global market. In 2014, it entered Sweden and the U.K., as well as the United States (but in relatively limited distribution). By 2015, it was in France, Australia, and several other markets. By 2018, it was in about 40 markets worldwide.

Coca-Cola Life has had mixed success in its first five years of existence. It was dropped in Australia after about two years, due to low sales, and replaced with a similar product, Coca-Cola with Stevia, which contains more stevia and less sugar than Coke Life. Similarly, in the U.K., after the 2014 launch resulted in low sales, the product was reformulated and the new version contained even less sugar. Nevertheless, due to continued slow sales coupled with an uptick in Coca-Cola Zero Sugar sales in the U.K., Coke Life was gone entirely by August

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