DECISION SHEET

ON COCA-COLA
GOES GREEN :
THE LAUNCH OF
COKE GREEN

BY
SHYAM
SHRINIVAS R
2228357
1 MBA R
MArketing MAnagement
COCA-COLA GOES GREEN : THE LAUNCH OF COKE LIFE - DECISION SHEET

Date: June 2013

Title of the case: COCA-COLA GOES GREEN: THE LAUNCH OF COKE LIFE

Topic: STP ( Segmentation, targeting, Positioning) , Creating values for the market segments.

Key decision maker: The Coca-Cola Company (TCCC)

Dilemma/Conflict faced by the decision maker:

• Would the general public view Coke Life as an inherently dangerous product that
makes health claims?

 What kind of reaction, if any, would Coke Life's introduction elicit? Would it be a
success?

 What would happen if the launch of Coke Life had the same effects as a return to
the era when manufacturers made healthy cigarettes?

Problem statement: Why would TCCC decide to add another drink to the mix when the
market for soft drinks was already contracting and fiercely competitive and when it had its
top brands positioned in the market is a mystery. Additionally, Coke Life saw declining
sales and consumer happiness; why was that in the picture?

Causes of the problem:

• The color of the new Coke

• The taste of the product that is already connected to the consumers on an
emotional level
• Government intervention to reduce the sugar supply of sugar products in the
country
 • The bitter after taste of the product

Criteria for an effective solution for the problem identified:

 Marketing mix of Products

 Price
 Place
 Promotion

 Perception and sales

Alternatives:

• Better promotion and marketing campaigns

• Better consumer communication
• Promoting the product as "natural" rather than "healthy"

Analysis of the alternatives:

• Consumers' lack of knowledge about the advantages of stevia as a substitute for

sugar and other artificial sweeteners, which caused them to react very badly to the
same, was one of the main factors in the collapse of Coke Life. Better marketing
and promotion campaigns might have been implemented to ensure that clients are
well aware of the new feature and its advantages.

• Coke Life was marketed as a nutritious beverage. Although it contains stevia, the
effects on health were minimal. Coke Zero is superior to Coke Life in terms of health
advantages, or more specifically, weight growth, because it contains no sugar. The
brand would have benefited far more if Coke Life had been marketed
 Decision/summary/learning:

• Coca-Cola already offered Coke Zero and Diet Coke as options with no added sugar and
no calories. Coke Life's in-between recipe was mostly to blame for its lack of consumer
appeal.

• The collapse of Coke Life teaches us that taking a medium path can be dangerous.

• Coke Life did not clearly distinguish itself from Coke's current product lineup, which is why
customers did not find it appealing in terms of familiarity, sensory qualities, and health
considerations.