Case Analysis Report On Coca Cola Goes

Green : THE LAUNCH OF COKE LIFE

Tech.com – 2A

Group Members:

 (140002) Abhishek Pandey

 (140019) Kumar Anand
 (140022) MD. Asif Ali
 (140037) Shikha Patel
 (140042) Supriya Jaiswal

Guided By – Professor Nilamadhab Mohanty

  Executive summery
The Coca Cola company has operations in over 200 countries worldwide. As a
such , the company must be aware of the latest economic trends and political
movements in each country so as to formulate corporate strategy and
managed day to day operations. Operating in such a vast geographical area
means there are often some regions which lack readily available information
that can be used by executives to formulate said strategy . coca cola central
asia , central America and caribean business unit has been subscribed to focus
economic consensus forecast report since 2010 , which provide them with
significant time savings as well as reliable consistent macroeconomics.
According to coca cola company 2005annual report it had sold beverage
products in more than 200 countries that year. The 2005 report further states
that of the more than 50 billion beverage servings of all types consumed
worldwide , daily , beverages bearing the trademark owned by or licensed to
coca cola account for approximately $1.5 billion.

 INTRODUCTION
The coca cola company was founded in 1886 and over 130 years later it is
currently the world’s largest beverage company. The company operates over
500 different sparkling and still brands and over 3,900 beverage choices ,
including its flagship product , coca cola . the company has been operating with
a franchised distribution system since 1889 and currently has its products sold
in over 200 countries . more than 1.9 billion serving of coca cola products are
consumed all over the world per day. In 2010, it was announced that coca cola
had become the first brand to top $1 Billion in annual UK grocery sales. In 2017
coca cola sales down 11% from the year before due to consumers taste shifting
away from sugary drinks. Since 1919 , coca cola has been publicly listed
company . its stock is listed on the new york stock exchange under the ticker
symbol KO. One share of stock purchased in 1919 for $40, with all dividends
reinvested would have been worth $9.8 million in 2012 , a 10.7% annual
increase adjusted for inflation.
In june 2013 the coca cola company (TCCC) launched coke life , a naturally
sweetened but sugar – reduced carbonated soft drink . coke life substituted a
portion of the sugar component with stevia leaf extract and contained 35
percent less sugar than coca cola classic. Over the period TCCL has been a
dominant player in the marketof US , Australia , UK and Argentina , with its
main concentration of business through retail stores followed by
restaurantand local shops TCCL has kept it taste uniform and consonant among
its different offerings because of the emotional association and perception
consumers have regarding coca cola . it operates its business by the division of
the brand portfolio into four carbonated soft drinks csd, non alcoholic ready to
drink soft drinks (NASDs) , bottled water and fruit juices . each of the category
carries 35% , 25% ,and 15%.

The primary competitor of TCCL is PepsiCo Followed by modeledinternational ,

kraft and others , which compete eith TCCL in offering similar products. Since
after coca cola life launch the company quickly initiated its distribution in US ,
UK , Argentina and other countries , with different price strategy , set
according to the market forces and custmore TCCL pans and estimated to
convert 50% of the offerings to sugar-free integrate itself with the changing
paradigm of the market.

 PROBLEM IDENTIFICATION

There are certain problem identified in the case , among which some problems
points major threat to the functional and operational efficiency of the coca
cola company .

 The government intervention to reduce or limit the supply of sugar

product in the country. The particular action may shrink the market
share of coke classic, sprite and other sweet product.
 The rising trends of environmentally friendly product. Which helps coca
cola to think and come up with a different idea of producing the plastic
bottle which takes lot of waters In production. Since the use of eco
friendly bottle is not yet happened , it may pose a great threat to the
function of TCCL in future.
  The colour of the new coke ; green , might become problem for the
company in maintaining the brand coke has always patented the colour
and logo style of the product . since coke life is a coke with new green
colour and the coke life logo , it may create a confusion and perception
distortion in the mind of the customer. It will also create a distortion in
the mind of the customer . it will also create a distortion in brand and
lack of association which customer have with black and red coke. Also
the new coke may also lose the top of mind factor and may become less
identifiable among the stock of other cola drinks.

Course of Action
In order to make coca cola life successful in the coming year and shifts the
whole process of production to eco friendly , TCCL have to take following
actions in order to generate great acceptability and hence extract great profits.
Coca cola had made commitment that by 2020 , low or no calorie cokes will
account for 50 per cent of sales said coca cola enterprises genral manager
Leendert den Hollander. What responses would he launchthe coke life trigger .