What are the pros and cons of adding this product to the “big three” strategic cola brands, effectively creating a “big four” in some markets? In 2005, Coke Zero was introduced, containing artificial sweeteners and claimed to taste more like Coke than Diet Coke. By 2017, it was reformulated and renamed Coca-Cola Zero Sugar. Despite variations in sweeteners across markets, Coca-Cola Zero Sugar, like Diet Coke, is only sweetened with artificial sweeteners.Coca-Cola Life was launched next. With three Coca-Cola products available, there was a need for one with full taste, fewer calories, and all-natural ingredients. In Argentina and other South American countries, stevia (a natural sugar substitute) was popular, leading to the rollout of Coca-Cola Life. This product contains some sugar and stevia, but only about 60% of Coke's calories (around 27 calories per 100 mL).First sold in Argentina in June 2013 and then in Chile, Coca-Cola Life targeted those with healthy lifestyles. The award-winning Argentinean ad can be viewed [here](https://www.youtube.com/watch?v=xPb1t3jU3sI). The packaging initially featured a mostly green design, later including red. Green was prominent in the advertising.Coca-Cola Life expanded globally slowly. By 2014, it entered Sweden, the U.K., and the U.S. By 2015, it was in France, Australia, and 40 markets worldwide. The product's reception was mixed. In Australia, it was replaced by Coca-Cola with Stevia after two years, due to low sales. Similar sales issues occurred in the U.K. after its launch. Despite this, Coke Life was positively received compared to Coca-Cola Zero Sugar due to its taste.In summary, the trajectory of Coca-Cola variants such as Coke Zero and Coca-Cola Life highlights efforts to balance taste with health-conscious ingredients, reflecting diverse consumer preferences across global markets. **Case: Coca-Cola Life**Founded in Atlanta, Georgia, in 1886 and still headquartered there, the Coca-Cola Company is well-known worldwide. Coca-Cola products are available in every country except Cuba and North Korea. With over 500 brands, Coca-Cola sells both sparkling and non-sparkling beverages worldwide, producing about 1.9 billion servings daily. The top five soft drinks include Coca-Cola, Diet Coke, Fanta, and Sprite, along with other popular brands like Minute Maid, Honest Tea, Dasani, and Powerade.Though Coca-Cola offers many brands, a significant number are limited to specific countries. For instance, Sokenbicha is a Japanese tea sold only in Japan and select U.S. markets, and Maaza, a calcium-enriched mango drink, is available in India, Bangladesh, the Netherlands, and the Maldives. Numerous Coca-Cola products have come and gone, including Coke Blak, Coke Vanilla, and Coca-Cola with Lemon or Lime. Some short-lived products were likely trialed to stir consumer interest or target specific niches. However, three core brands—Coke, Diet Coke (or Coke Light), and Coke Zero Sugar—remain globally vital, managed by corporate headquarters.International Coca-Cola websites illustrate these brands' strategic importance, often featuring them prominently. Since 2013, efforts have been made to introduce Coca-Cola Life, initially developed in Argentina and Chile, which uses stevia as a natural sweetener, reducing sugar and eliminating artificial sweeteners. This product began in Argentina and is gradually being globalized.Soft drink sales have declined recently, prompting Coca-Cola to innovate with non-sparkling drinks like tea, water, and juice, and resizing beverages to align with health trends. Another historical adaptation was the launch of Diet Coke in 1982, using artificial sweeteners to cater to consumers counting calories.

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What are the pros and cons of adding this product to the “big three” strategic cola brands, effectively creating a “big four” in some markets?

Principles Of Marketing

17th Edition

ISBN:9780134492513

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

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

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What are the pros and cons of adding this product to the “big three” strategic cola brands, effectively creating a “big four” in some markets?

In 2005, Coke Zero was introduced, containing artificial sweeteners and claimed to taste more like Coke than Diet Coke. By 2017, it was reformulated and renamed Coca-Cola Zero Sugar. Despite variations in sweeteners across markets, Coca-Cola Zero Sugar, like Diet Coke, is only sweetened with artificial sweeteners.

Coca-Cola Life was launched next. With three Coca-Cola products available, there was a need for one with full taste, fewer calories, and all-natural ingredients. In Argentina and other South American countries, stevia (a natural sugar substitute) was popular, leading to the rollout of Coca-Cola Life. This product contains some sugar and stevia, but only about 60% of Coke's calories (around 27 calories per 100 mL).

First sold in Argentina in June 2013 and then in Chile, Coca-Cola Life targeted those with healthy lifestyles. The award-winning Argentinean ad can be viewed [here](https://www.youtube.com/watch?v=xPb1t3jU3sI). The packaging initially featured a mostly green design, later including red. Green was prominent in the advertising.

Coca-Cola Life expanded globally slowly. By 2014, it entered Sweden, the U.K., and the U.S. By 2015, it was in France, Australia, and 40 markets worldwide. The product's reception was mixed. In Australia, it was replaced by Coca-Cola with Stevia after two years, due to low sales. Similar sales issues occurred in the U.K. after its launch. Despite this, Coke Life was positively received compared to Coca-Cola Zero Sugar due to its taste.

In summary, the trajectory of Coca-Cola variants such as Coke Zero and Coca-Cola Life highlights efforts to balance taste with health-conscious ingredients, reflecting diverse consumer preferences across global markets.

**Case: Coca-Cola Life**

Founded in Atlanta, Georgia, in 1886 and still headquartered there, the Coca-Cola Company is well-known worldwide. Coca-Cola products are available in every country except Cuba and North Korea. With over 500 brands, Coca-Cola sells both sparkling and non-sparkling beverages worldwide, producing about 1.9 billion servings daily. The top five soft drinks include Coca-Cola, Diet Coke, Fanta, and Sprite, along with other popular brands like Minute Maid, Honest Tea, Dasani, and Powerade.

Though Coca-Cola offers many brands, a significant number are limited to specific countries. For instance, Sokenbicha is a Japanese tea sold only in Japan and select U.S. markets, and Maaza, a calcium-enriched mango drink, is available in India, Bangladesh, the Netherlands, and the Maldives. Numerous Coca-Cola products have come and gone, including Coke Blak, Coke Vanilla, and Coca-Cola with Lemon or Lime. Some short-lived products were likely trialed to stir consumer interest or target specific niches. However, three core brands—Coke, Diet Coke (or Coke Light), and Coke Zero Sugar—remain globally vital, managed by corporate headquarters.

International Coca-Cola websites illustrate these brands' strategic importance, often featuring them prominently. Since 2013, efforts have been made to introduce Coca-Cola Life, initially developed in Argentina and Chile, which uses stevia as a natural sweetener, reducing sugar and eliminating artificial sweeteners. This product began in Argentina and is gradually being globalized.

Soft drink sales have declined recently, prompting Coca-Cola to innovate with non-sparkling drinks like tea, water, and juice, and resizing beverages to align with health trends. Another historical adaptation was the launch of Diet Coke in 1982, using artificial sweeteners to cater to consumers counting calories.

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