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Coca Cola goes green. The launch of Coke Life

SWOT analysis.

TCCC is a titan in the sector, yet like every other business, it has advantages and disadvantages. In
this instance, we are performing a SWOT analysis on Coca Cola Life, the newest product from TCCC.
Take a look at a thorough SWOT analysis of Coca-Cola Life below:

Strengths:

• Healthier thanks to the stevia inclusion.

• One of the original stevia-containing sodas.

• Coca-Cola low in calories as an option.

Opportunities include using stevia to cover megatrends like "Health consciousness, healthier life."

• Increasing the target market by offering a fresh substitute for the prior Coca-Cola products.

• Image augmentation.

Coca Cola Life competes with other Coca-Cola products, which is a weakness.

• Coca-Cola has historically been stigmatised as unhealthy; this contrasts with Coca-Cola Life.

• Stevia products have an odd flavour, and this presents a "risk" (bitter).

• Loss of credibility (Presentation & design).

Threats:

•The soft drink industry is declining.

More people are becoming health-conscious.

• The E-number inspires doubt.

Problems faced by coke life-

. Problem with sales. Issue with sales.
The new product Coca-Cola Life was warmly received when it was first
introduced, but a year later, a sharp decline in sales was seen. When the
product launched in the UK in September 2014, it was warmly appreciated.
Sales have fallen off since then, though. Just 1.1 million pounds of Coke Life
were sold in November 2015, down from 2.6 million pounds in the same
month the year before, claims marketing firm IRI. Indeed, Coke Life performed
better in every month of 2015 except for April and May.
unpleasant aftertaste,

Humans have taste receptors on their tongues that can distinguish between
chemical compounds that are sweet and bitter. Sweet tastes are recognised by
a single receptor, whereas bitter tastes are recognised by 25 different
receptors. The bitter aftertaste that characterises stevia leaves is caused by
chemical interactions between the sweet and bitter receptors in the body. 3.
Issues with the target's and product's usability.
Drinks must serve a certain purpose in order to be successful in the beverage
sector. For instance, coffee helps with exhaustion, energy drinks give you a
surge of energy, and green tea is good for your health, but it's unclear what
Coke Life is used for. The majority of Coca Cola Life's target market consists of
mature, health-conscious individuals. Both young and older individuals are the
target market for Coca-Cola Classic. As a result, there will be product
cannibalization as the new Coca Cola Light competes with Coca Cola Classic.
Problem with branding

Recommendations-
 the major errors which the company had committed, releasing this
product, was following: consumers were not sufficiently aware of the
usefulness extract – stevia leaf, which replaced half of the sugar
ingredient. People reacted to this sweetener very negatively, and many
of them would prefer to drink Cola Classic or just water with sugar
instead of Coca Cola Life. One of the decisive factors that would change
people's attitudes to this sweetener - informing customers about stevia.
Since one of the problems was a bitter taste after this drink, it would be
an advantageous move, because in the future, this drink feels to be very
perspective. What else is important to attract the attention of
consumers. It would be appropriate to replace the words on Cola Life
with Cola Stevia and in order, to increase sales, to conduct a marketing
campaign to advertise the product, where it would be appropriate to
focus on extract stevia, and to make an instructive video or a
 commercial for it, in order, to avoid false conclusions. Also, changing the
name to Coca Cola Stevia would not contradict the Coca Cola brand
name as it was mentioned earlier.
 Coca Cola Life’s marketing strategy as a healthy Coca Cola does not
really fulfill its expected success, Coca Cole Life would be benefitted if
the brand image was changed from “healthy” to “natural”. Coca Cola
Life’s little sugar reduction has little impact on health if not any. So, the
change in brand value would potentially dismiss the customers’
skepticism about the product and additionally differentiate Coca Cola
Life from Coke Zero. Coke Zero has 0 sugar content, so it is superior to
Coca Cola Life in terms of health and more precisely, weight gain. But
Coke Zero uses artificial sweeteners and this provides a different value
to the Coca Cola Life. So, by using different types of sweeteners these
two products differentiate and the competition between them becomes
less intense. To sum it all up, if Coca Cola Life is promoted as a relatively
natural beverage, rather than a healthy Cola, that would contribute to
the company a lot more.

Conclusion-
the massive investment on promotion and other physical health habit/
behaviour directed at the consumer may be difficult to measure in terms of its
reflection on sales, while Coca Cola pursuing a healthy brand image through
the introduction of Coke life. With our research on Coca Cola Life, we have
conducted analysis to help us to define the different factors that went into
making the product and the desperate need for the same.