The Coca-Cola Company is the world’s biggest drink organization, invigorating buyers with more than 500 shimmering and still brands. Driven by Coca-cola, one of the world’s most profitable and conspicuous brands, our Company’s portfolio includes 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitamin water, powerade , Minute Maid, Georgia and Dasani. Together with their packaging accomplices, they rank among the world’s main 10 private superintendents with more than 700,000 framework partners.
From a place and distribution point of view the coca cola company has targeted markets all around the world with particular advertisements based on the culture , language and standard of living of that particular region.
Also , commenting on the latest addition to the coca cola family , the new coca cola life has emerged with more then a few criticisms based on its marketing strategy that is to target a health conscious audience. In terms of distribution , i personally do not feel that this product can make a mark on the already existing range of products that coca cola has to offer , like the Diet coke and the zero sugar coke. With the introduction of this product , coca cola has tried to draw a line between its already existing original Coke beverage and the Coke with zero sugar.
First look – Coca Cola Life
Moreover ,
Well being specialists have blamed Coca Cola for ‘health washing’ purchasers with the dispatch of its new ‘lower-calorie’ soda as despite everything it contains everything of a grown-ups prescribed every day stipend of sugar.The soda pop Goliath’s most recent item, Coke Life, is part of the way produced using an actually sweet plant called Stevia, in an offer to target well being cognizant soda pop sweethearts.At the same time, a 330ml jar of Coca Cola Life still has 22g of sugar, likeness six teaspoons and 89 calories.At the point when contrasted with a 330ml jar of general Coca Cola which has 35g of sugar, likeness just about 10 teaspoons of sugar and 139 calories, that is 35 for every penny less sugar.On the other hand, the World Health Organization (WHO) prescribes that grown-ups of typical body mass list just eat 25g (six teaspoons) of sugar altogether every day.
My question being , if it is seriously sweet , with still a fair amount of sugar , and a reasonably large amount of calories for a small can , what makes it any different from other such offerings? Here is a picture i found where in the senior lecturer at the University of Sydney has made remark about the coca cola life being a healthy addition
“10 teaspoons of Sugar” – Beneficial or Harmful ?
In a general sense, this is around an organization propelling a sugary item to urge more individuals to expend a substance that adds to a scope of dietary and well being related issues, including diabetes. Coca-Cola gives off an impression of being utilizing the front of the administration’s disparaged obligation arrangement to search praise for drawing out an item that still contains more than 4 teaspoons of sugar for each 330ml can, which likens to one-quarter of a kid’s every day prescribed intake of sugar. As indicated by The Australian, Coke’s worldwide deals are under weight, and aggregate soda utilization in the US has declined more than 20 for every penny since 1998. In April, Coca-Cola Amatil cautioned financial specialists the organization’s assets were required to fall 15 percent for every penny in the six months to June 31.
| DRINK | SERVING SIZE | GRAMS OF SUGAR (PER SERVE) | TEASPOONS OF SUGAR |
|---|---|---|---|
| Coca Cola Regular | 375ml | 40g | 10 |
| Coca Cola Life | 375ml | 27g | 6 |
| Diet Coke | 375ml | 0 | 0 |
| Sprite | 600ml | 61g | 15 |
| Fanta | 375ml | 42g | 11 |
| Solo | 600ml | 72.6g | 18 |
| V Energy Drink | 500ml | 53g | 13 |
| Red Bull | 250ml | 27g | 7 |
| Gatorade | 600ml | 36g | 9 |
| Powerade | 600ml | 34g | 8.5 |
| Lipton Ice Tea: Peach Flavor | 500ml | 34g | 8.5 |
| Vitamin Water | 500ml | 27g | 7 |
As indicated in the chart above ,in the metaphorical sense coca cola life is like the equator on earth , my point being it has more than half sugar as compared to Diet coke and just a bit more than half when compared to Regular Coke.While numerous are astonished by The Coca-Cola Company’s prerogative far from its famous red naming, there may be a much more unpretentious purpose behind it than the decency of green. The new item is said to contain impressively less sugar than regular Coke (in light of the fact that its sweetened with a plant concentrate), however doesn’t contrast positively and the two current items in the organization’s line-up. A container of Coca-Cola Life contains about 27 grams of sugar – contrasted with 40 grams in regular Coke and none in the two “eating regimen” offerings.Diet Coke and Coke Zero are sweetened with a mix of acesulfame potassium, a without calorie sweetener that is 200 times sweeter than sugar, and aspartame, additionally calorie free and 200 times sweeter than sugar.
“Let life Surprise you” – small yet catchy
Interestingly , from a distribution perspective Coca Cola Life has all the presence of a shopper’s choice, not an organization impulse. In reasonableness to Coca Cola, while Coke Life resembles a strategic reaction to the natural issue, it is discreetly revealing the Plant container in nine unique nations. So it is not a joke. Likewise Coca-Cola Life is bundled in the organization’s Plant Bottle, which is the first recyclable container produced using petroleum-based materials and up to 30% plant-based materials. The trust is to make a 100% plant-based container later on.
Coca cola products have been one of the top competitors in the beverage industry in the past decades but the question to be answered here is weather the introduction of coca cola life would provide a boost or is it going to fail the aspirations of the company. In terms of targeting the market , success based on distribution of the product would also contrast the pricing of the product when compared to the already existing products. The stand out factor is what will determine the success of the coca cola life , unlikely of what region the product is expected to hit. Only time will tell !
“As we tried to instill in each of our subjects over and over, WICKED is good.”The subjects being the audience or the target market and the product being Coca Cola Life along with ‘WICKED’ being the debate.
References
http://www.theguardian.com/business/2014/jun/11/coca-cola-fewer-calories-less-sugar
Marketing Management Blog T1 2015 
Good post
The Coca-Cola Company as the world’s largest beverage company and a global soft drinks, why they are so successful, I think it’s base on Coca-Cola emphasis on distribution channels.
Coca-Cola Company’s distribution strategy mainly in the following four aspects: the first one is Coca-Cola is more concerned with improving the quality of service to end customers, not just focus on improving the quality of already trading clients. The second one is Coca-Cola more attention to process management. Thirdly, Coca-Cola is extremely concerned at the information flow management. The last one is Coca-Cola at the same time attaches great importance to training for customers and brokers, trying to influence their v
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That is a brilliant note down of the steps used in coca colas distribution channel.
But coca cola life is a completely different genre of soft drinks that has been introduced at a very crucial time.
Thanks for your comment
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There are a few blogs that have been using Coca-Cola as an the example, who has a good and success marketing strategy. No doubt, it’s distribution channel is unique for Coca-Cola’s products. Good to see the green packaging. Thanks for the blog.
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I can totally see how Coca cola is focusing on the end consumer. I haven’t seen a single commercial or any other advertisement for Coke life. I’ve only seen a person at work with a Green Pepsi can and asked what that drink was and was surprised to hear its green because of Stevia in the drink. But thought it was dumb of Pepsi but when i heard that Coke is doing the same thing I wanted to try it.
I am very surprised to see the amount of sugar in the new Coke life! I got addicted to Coca cola a few years ago and with great difficulty give it up a couple of years ago. Now with the new Green color, I couldn’t help but give it a try and i really love it. Although i knew it wasn’t all Stevia used in it, its only a percentage of Stevia used, the Green color is very appealing and makes it seem different.
I better give it up before getting addicted again!
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Yes that is so true , the introduction of stevia in the drinks does indeed pull new customers to try the product and moreover , as i said its a debate that if coca cola life can pull this off through their very strong marketing distribution then there is a very good chance that the product might take the market by a storm but as of now it has been a slow start for coca cola life.
Thanks for the comment.
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In every supermarket I have been to lately they have set up Coca-Cola Life stands, and have made it impossible to avoid. I must admit, I recently gave up soft drinks because I felt I was addicted to Coke and just the fact it is incredibly unhealthy but I did try Coca-Cola Life. I personally did not like it, and I am shocked it still has so much sugar as my main criticism of it is it lacks sweetness. If you are going to drink a soft drink, you want that sweet sugar rush. Back to the topic, Coca-Cola is excellent at distributing its products and I would doubt there being a person who has not seen Coca-Cola Life in stores and supermarkets. Also I have seen that in supermarkets they have Coca-Cola Life heavily advertised at the checkouts tempting people to give it a try. Another clever tactic used by Coca-Cola.
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You make a compelling case with part where you said a soft drink need a sugar rush and if coca cola life has not been able to live up-to that then it is possible that the new addition of stevia as a sweetener is not living up-to its potential but when it comes to a drink that is health conscious , people always adapt to the taste for better results. so it is only a matter of time untill we know if coca cola life will live up to its expectations.
Thank you for the comment.
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To be honest, I’ve seen many promotions in supermarkets about Coca-Cola Life, but I never tried once. First, I think Coke with fewer sweeteners is not Coke, and I already heard from my friend saying that its taste is weird so I gave up trying. Second, the green colour is very mild, and not very attractive. The colour makes me think of Sprite or 7Up. And as the colour is not as bright as before, as a customer, I just lose interest in Coke Life.
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Thank you for share
There are many posts about Coca-cola, that is very interest. I think this is because has a successful marketing distribution.
Now let us force on this post about Coca-Cola Life, I guess I have the same situation with mixue 127, actually I have seen lots of promotions in the supermarket about Coca-Cola Life, but I never tried it too. Because the green is not particularly caught my eye, unlike the red is so easy to attract me.
Be honest, compared with the red coke, diet coke and Coca-Cola Life, I really like the diet coke, firstly, its black packaging particularly appealing to me, and then, its zero fat and zero sugar. So as a customer, I prefer the diet coke.
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When it comes to colors , there is a growing emphasis on the fact that pollution is causing environment degradation and coca cola has brilliantly used that factor to its advantage by marketing the new coca cola life in a green labelled bottle. Moreover this growing emphasis on going green has inculcated a feeling of being environment conscious among the minds of the people and this might just lead to coca cola life being the next big thing. As mentioned previously coca cola has an excellent hold over its marketing distribution channels.
Thank You for your comment
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Coca Cola’s place strategy, like all of their marketing strategies, is very calculated and planned. As another blogger pointed out earlier, you can’t go past the drinks aisle or the checkout without seeing the new Coke Life being heavily promoted. It was also on special when it first came out so that new consumers would try it. The aim of a successful distribution or place strategy is having a product that catches the eye of the consumer and makes it easy to buy, and Coke Life has certainly achieve this. Coke uses a wide range of distribution methods to ensure that consumers around the world can buy a Coke. Whether it be from a petrol station, or restaurant, or a vending machine on a train station platform for example.
In terms of it being a “healthy” alternative, I think that any truly health conscious person would not consume any Coke drink because they know that it is not a healthy alternative! This product is not targeted towards health fanatics. Coke says “Coke Life is targeted to 30-49 year old balance seekers who are: Currently drinking full sugar Cola but are conscious of sugar/kilojoule intake; Prefer more natural options; and are Socially conscious” (https://www.mycca.com.au/products-and-ordering/browse-products/coca-cola-life).
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I totally agree with what you said but at the end of the day a product can Not be only directed to one particular segment of the society , because for that firstly the product need to be unique and secondly it has to be new. But in this case coca cola life is a product that draws a line between the already existing products and so it is only the marketing and distribution channels that will determine its success.
Thank you for your comment.
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Nice blog. I never thought of the content of sugar in the coco cola products, but always enjoyed having it. coco cola company has a huge market globally and i have never seen downfall of the products it introduced since many years. I liked the distribution strategy of the company on reaching the customers. It has made many innovative ideas in reaching the customers and attracting them to consume their products. Coming to the health issues, i don’t think the products of coco cola are harmful.I am consuming the products of coco cola from many years but i dint face any health issues. For some people it might be an issue because everyone’s genes are not identical to each other.
Thanks for the blog.
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That is a quite a practical approach that you have used and i totally agree on the fact that when it comes to being an healthy alternative the topic is highly debatable.
Thank for the comment.
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Coca Cola is a great example of how the distribution channels used impacts on its success. It manufactures and sells its concentrates, beverage bases and syrups to bottling operations who in turn manufacture, package, merchandise and distribute to partners, who then sell the product to consumers. They target grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks and many others and estimate approximately 1.9 billion servings a day – a fact I find astounding!
I’m not sure about ‘Life’ but I’m sure its in with a good chance based on its distribution.
Thanks for the blog.
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I have always been much more interested in Coca Cola marketing strategies than their actual product. I was once told that 21 teaspoons of sugar are in one can of coke and thus its something I have never had much of. From a learning point of view Coke does it great, they are a global brand and recognised abroad for their red logo. Their new product and its green label is a good vision idea, I don’t see the bottle and think coke.. its lacking is famous red colour. Coke distribution methods are great and its not to see a coke can or bottle of coke when your in a food store.
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I can relate to what you said up there but without change no strategy can keep working again and again. Taking into account the current environmental crisis , the green label has come at the right time to target a health conscious audience who strongly believe in a healthy and green environment.
Thank you for your comment.
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I only just discovered Coke Life a few weeks ago and immediately had mixed feelings about it. My first reaction was a reminder of the green-ketchup fad of 2000, where Heinz started marketing green ketchup and even had partners such as McDonalds on board. They did really well in their first year if I remember correctly, but pretty soon the excitement wore off and the majority of people wanted the old “red” ketchup back. Not long after, this green ketchup campaign was deemed a flop. So, I couldn’t help but think whether Coca-Cola was heading down the same path? There is of course a slight difference. Where Heinz simply changed the colour of the product itself and nothing else, Coca-Cola has changed the ingredients and labeled it a “healthier” alternative, and with that has changed the colour of the coke packaging. Considering the many benefits of stevia over sugar (and the fact that stevia has no calories compared to sugar) I wonder what stopped them from creating the drink using ONLY stevia, rather than a combination of stevia and sugar. Why did they choose to still include sugar and thereby cut sugar content down to 60% of normal coke only, rather than even lower by using stevia alone? I guess the answer could have included factors such as cost or taste. Either way, I’m really curious to see how Coke Life turns out.
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That is a really nice and unique comment. But as you said the cost and taste could have been a barrier for the industry to create a drink based purely on stevia and moreover , these are technical issues which can only be dealt with by the industry. For now , The success of coca cola life has had a slow start but the fact still remains that coke is one of the best in the market for its strategies and distribution channels.
Than you for the comment.
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Like many other comments here, I have seen many promotions on Coca Cola Life lately. In terms of promotion, I think Coca Cola has done a great job; and so as its distribution, as it appears to be a wide distribution, which goes very well with low-priced products and heavy promotion. My question would more be how they can sustain this push strategy so that sales can be maintained.
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Along with the push strategy , coca cola have also targeted a health conscious audience with this product and moreover, they have segmented the product by giving it a green label with a motive of reaching the environment conscious audience.
Thank You for the comment .
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Good post!
There is no problem that Coca Cola have a great market strategy. Incentives are offered to consumers to pull Coca Cola through the channel. By using Intensive distribution method, I found it is so easy to buy a Coca Cola at any place. At the same time appropriate advertisement lead Coca Cola always win in the competition with Pepsi. Coca Cala is one of the most popular drinks in Australia, I bought the new product Coca Cola Life two month ago, the promotion method for Coca Cola is push strategy, I saw so many new “green” Coca Cola at Woolworth when I just walk into front door, although this method cannot use in long term selling, it is really useful for Coca Cola let all people know their new product. I think good marketing strategy choose is the reason why Coca Cola so successful.
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Coca-Cola is the biggest drink organization in the global market; it is very popular and famous in most of the countries. Most of the customers know that soft drinks are not a healthy choice; but Coca-Cola sells in a low price but with great quality of taste.
Many people start to concern about the health problem; that is the reason for Coca-Cola started to launch some products with less sugar than the original one; such as coke zero, diet coke and recently they launched Life coke with 50% sugar this year; the main purpose is to attract different kind of customers. Coca-Cola paid a lot funds on promoting as well; there are a special counter which is only for Life Coke in the supermarket; it make sure everyone can see it.
I like to give a try for the new product; I tried Life Coke few weeks ago and I think it is quite good for me; since I do not prefer to have that much sugar as the original one.
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Thanks for blog. I’ve follow this kind of Coca-Cola for a few weeks. And i am interesting to try it after i seen this article. This product good for the person like me who afraid of the sugar in red cola but also do not like the diet one. I am interesting of the difference taste of the sugar in Stevia and the Regular Coke.
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This article make me interesting that why Coca-Cola launch this controvertible product?
The reason behind as the director of Coca-Cola, told us below:
Coca-Cola’s local marketing director, Lisa Winn, said Coca-Cola Life was a win for consumers who want the full-sugar taste without the artificial sweeteners found in Diet Coke and Coca-Cola Zero. “This product is for balance seekers. They tend to be adults who are reducing their soft drink intake because of concerns around sugar, but they’re not wanting to go for the Diet Coke and Coke Zero because they have a different taste.
And the main reason is the dropping revenue from 2013. To boost the sales by introducing the new products.
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Interesting statistics on sugar levels i must say. I wonder if this product will be successful throughout the world or just different segments? Might thought is various factors may come in determining this. In Western culture i think we are so familiar with the product and so use to being drummed into you that Coca Cola is not healthy for you that it may struggle to make the penetration necessary.
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wow, it looks like that Coca-Cola Company still use the pull strategy in the promotion of Coca-Cola Life.However, i do not think that most customers will approved the health of Coca-Cola Life.
it is impossible that a coca with less sugar can be considered as a healthy drink.
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I can thoroughly perceive how Coca cola is concentrating on the end shopper. I haven’t seen a solitary business or whatever other ad for Coke life. I am extremely shocked to see the measure of sugar in the new Coke life! I got dependent on Coca cola a couple of years prior and with incredible trouble surrender it a few years back. Presently with the new Green shading, I couldn’t resist the opportunity to try it out and i truly cherish it. the Green shading is exceptionally engaging and makes it appear to be changed.
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Nice read and topic. I think it is smart marketing of Coca Cola as they found a gap in this already densely filled market. Coca Cola’s targets people who like to drink regular soft drinks but whom are consious about the amount of sugar present in it and prefer to drink it with less sugar without having to drink synthesised or artificial sweeteners, but whom prefer natural ingredients. To answer nyazdani2015, they can’t just use stevia to make it a zero-calorie product, as in higher concentrations the stevia tastes bitter and it reaches a peak of sweetness on the tongue at a certain concentration(1) . They used intese and wide distrbution of their new product, you litterally can get it anywhere. This high visibility of their products, can give Coca Cola an extra boost in sales. Though, there is a danger in marketing a product with such a relative new ingredient I think, which is that it might eventually be proven to be really bad for you.
1: http://www.evolva.com/products/stevia
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The path through which goods and services travel from the vendor to the consumer or payments for those products travel from the consumer to the vendor is a distribution channel. A distribution channel can be as short as a direct transaction from the vendor to the consumer, or may include several interconnected intermediaries along the way such as wholesalers, distributers, agents and retailers. Each intermediary receives the item at one pricing point and movies it to the next higher pricing point until it reaches the final buyer. Coca Cola does not reach the consumer before first going through a channel involving the farmer, exporter, importer, distributor and the retailer. Marketers need to know the right distribution channel and how to effectively use it to get the most out of your product. And Coca Cola did a good job regarding this.
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Interesting one. From my own view, I prefer to LIFE, this is because its flavor. Similarly, Pepsi has MAX production. However, there are still many differences between these two production. Because of the resemble taste, MAX might become one of the competitor of LIFE. However, just like your posting,in terms of targeting the market , success based on distribution of the product would also contrast the pricing of the product when compared to the already existing products. Therefore, LIFE is still successful!
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the introduction of green packaging is definitely a step forward to corporate responsibity
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This is a very interesting bolg.Mention the Coca-Cola it is had to associate Pepis. These two company’s strategy is completely different, Coca-Cola is focusing on product quality through continuous deployment of product formulation and development of new flavors to attract customers. Pepsi is to increase customer confidence in the product through the star effect. I more in favor of Coca-Cola’s marketing strategy, only improve product quality is the best attractive to customers!
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Excellent summary on the total sugar per bottle of respective beverages. It is interesting that Coke have chosen to expand their line of products to another ‘lower sugar’ drink given that Diet and Zero are made available. At face value I question the positive impact it will have. Conversely, Steve Jobs was opposed to having different sized ipads and iphones so as to not flood his market with too many options. Then upon Apple being handed over to Tim Cook he released an Ipad mini which confused consumers even more so – with not so positive growth in the ipad segment. In reference to Coca Cola I believe ‘Life’ will not provide an added advantage or option, it will only elicit brand image confusion.
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A comparison between a soft drink and a electronic gadget was quite rational to illustrate your point , but rather than confusing the audience , the drink might stand out for its healthier value compared to the rest and that is because of the introduction of stevia and also the new packaging of the green label will target a completely different section in the market.
Thank you for the comment.
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Coca-Cola’s brand is very strong, so whenever the Coca-Cola Company launched any one new product, I believe customers all will try.
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