PBM Assignment – Group 3

Solution 1 :
Core Identity:

 Quality of the product being top notch like the other coca cola drinks. It is made with organic
sweetener (leaves of stevia plant) and hence contains zero calories. The taste of the drink is
similar to the traditional Coca-cola drink
 Product Feature- The green colour packaging invokes the idea of it being a organic product
and a colour synonymous with Life on earth
 Keeping with the vibe of carbonated soft drink category coca cola life resonates with those
customer segments who look to consume the same to refresh themselves be it during occasion
or after a hectic day’s work
Extended Identity:

 Product Scope : Naturally sweetened with zero calories

 Brand Personality – Coca-Cola has always stressed on the drink being a family drink for all
occasions
 Corporate citizenship – The eco-friendly bottle was made from 100 percent recyclable
material
 Targeted towards health conscious people who wanted a naturally sweetened product with
environment friendly packaging but still retained the taste of the classic Coca-Cola.

Value Proposition :

 Functional Benefits – Retained the taste of the original classic Coca-Cola aerated drink. The
recyclable packaging resonated with the aim of the product being environment friendly. The
drink was naturally sweetened and contained zero calories . The NARTD segment was
growing but Coke-Life was positioned in the aerated soft drink category but it was targeting
the hybrid consumer segment-the ones who valued both the taste of soft drink and were health
conscious too
 Emotional benefits – Coca Cola name itself brings an idea of family oriented drink for all the
fun occasions. The life word brings in the concept about caring for one’s life and thereby
switching to healthy eating and drinking habits.
Relationships :

 The consumers are a very important part of the brand journey of coke
 In this instance - The Ambiguity of the brand and poor response from the consumers was a
clear sign that the company should rethink its approach
 The Failure of the communication of this new brand is entirely based on the response from
the users thus portraying how emotionally attached an user is with the coke brand and want
the best for everyone
 User surveys and Group Surveys are the best way to understand the perception of the
audience to a new product being introduced
 The brand association is so strong that as per a research people prefer the taste of pepsi over
Coca Cola when there is no separate container to differentiate the same. It is the association
and connected feeling to the brand Coca Cola that makes people choose coke over pepsi and
this is what should not be tempered with
  Connect with masses - 1969: When the late 1960s became marred by student violence and
protests all over the world, and when America’s war in Vietnam became more brutal,
surprisingly it was Coke which directly addressed the phenomenon.
In a one-off ad it asked young protesters to argue their point of view in a cooler manner.

Solution 2:

With the growing concern from health-conscious people and rapid government interventions, it was
looking like the tide was shifting towards healthier soft drinks with less sugar. But, positioning a
product with calorie content in between two of its bestselling products did not work out for them.

The main concept behind Coca-Cola Life was to provide a reduced calorie choice for more health-
conscious consumers. It was the brand's first cola sweetened using a sugar-stevia plant extract
combination, and it included 45 percent less sugar and calories than the original Coca-Cola variety.

Coke Life was a "halfway home" between the ordinary can's 139 calories and the zero calories of Diet
Coke and Coke Zero. While this may appear to make business sense at the first glance, emphasizing
natural sweeteners over the artificial ones that make Diet Coke and Coke Zero taste sweet, it failed to
connect natural with low sugar.

However, the product was placed in a firm 'no man's land' – not healthy or natural enough for those
looking for these characteristics in their fizzy drink, and not classic Coke-enough for those who aren't
concerned about the amount of sugar in their drink or who see it as a treat for special occasions.

TCCC might change its marketing approach to emphasize Coke Life as a much more natural soft
drink instead of a healthier drink. To avoid further bad media attention and to keep current on
developing trends. Coke Life could focus more on using Stevia as a natural sweetener rather than
marketing fewer sugar and calories, which Coke Zero and Diet Coke already have less of. By
modifying its brand recognition, they can easily differentiate Coke Lite from its internal competitors.
Similarly, Coca-Cola Amani in Australia might have pursued endorsements with fast-food shops
rather than collaborations with supermarkets.

Because the target demographic for supermarkets includes more health-conscious consumers, it is
more difficult for Coke-Life to sell a product that is more natural than healthy. At contrast, the target
audience in fast-food restaurants is individuals who are somewhat health concerned yet are aware of
the rising trend of avoiding nutritious carbonated soft drinks. As a result, it encourages customers to
choose a healthier and more natural alternative to ordinary Coke, which may result in more sales
income and less unfavorable media.