Case Study Analysed for the subject Elements of Marketing

1. Case Leadership
Week 2

2. Case Leadership
Week 2
MARK5700
What
external and internal
factors
led to that decision?

3. Case Leadership
Week 2
MARK5700

4. Case Leadership
Week 2
MARK5700

5. Why did TCCC
make the decision
to develop and
launch Coke Life?
Case Leadership
Week 2
MARK5700

6. Case Leadership
Week 2
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Why was Coke Life introduced?
- The market for NARTD was increasing
- The market for diet soft drinks was decreasing
- The rise of health-conscious consumers
- TCCC reached maturity and tried experimenting with a
new product to beat the product life cycle
- To cope with ‘sugar tax’ equivalent levied in certain
countries

7. Case Leadership
Week 2
MARK5700
TCCC reached maturity and tried
experimenting with a new product
to beat the product life cycle

8. Case Leadership
Week 2
MARK5700

9. Case Leadership
Week 2
MARK5700
How did TCCC position
Coke Life?
Which customer segment did
Coke Life target?

10. Case Leadership
Week 2
MARK5700
Taste oriented
customers
Health oriented
customers
Hybrid
customers

11. Case Leadership
Week 2
MARK5700
What is Coke Life’s
Value Proposition?
How does Coke Life create value
for its target customers?

12. Case Leadership
Week 2
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Ad Campaigns for
Coke Life

13. Case Leadership
Week 2
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Adding nutrition
to taste, naturally.

14. Case Leadership
Week 2
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How was the
launch
executed?

15. Case Leadership
Week 2
MARK5700

16. Case Leadership
Week 2
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What financial effects
should TCCC expect
from the launch?

17. Case Leadership
Week 2
MARK5700

18. Case Leadership
Week 2
MARK5700
How do you evaluate
the launch of Coke Life
from a financial and
ethical perspective?

19. Case Leadership
Week 2
MARK5700

20. Case Leadership
Week 2
MARK5700

21. Case Leadership
Week 2
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"It’s trying to make a product that’s intrinsically
unhealthy, healthy.”

22. Case Leadership
Week 2
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The Failure of Coke Life

23. Case Leadership
Week 2
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Some more
questions...

24. Case Leadership
Week 2
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What is your
analysis of the
product’s decline?
Why did it fail
strategically?

25. Case Leadership
Week 2
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Any Recommendations
for TCCC to cope with
their decreasing
share of the market?

26. Case Leadership
Week 2
MARK5700
What do you make of the 1985
‘New Coke Launch? What
insights can you provide from
this campaign to ensure the
success of future campaigns?

27. Case Leadership
Week 2
MARK5700
What is CSR and why is it
important for maintaining a brand
image? What are some examples of
CSR from the presentation?

28. Case Leadership
Week 2
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The Analysis
- The chosen segment did not resonate with the
value proposition of the product
- It seems like an unethical approach
- The branding wasn’t right
- Too vertical extensions without any uniqueness
- Rebranding the product led to uneasiness for
the consumers, and non-acceptance.
- It was ‘trendy’ yet non-profitable because of a
huge shift in positioning strategy
Healthy
Tast
y
Less
Tast
y
Less
Nutritious

30. Chengyu Huang
z5202000
Irveen Kaur
z3330516
Shivani Modi
z5221373

31. References
Lombardo, C. (2018, Jan 22). Business & technology: Coca-cola sets goal to recycle all bottles. Wall Street Journal Retrieved from
https://search-proquest-com.wwwproxy1.library.unsw.edu.au/docview/1989483626?accountid=12763
World-class technology at Coca-Cola AMATIL [online]. MHD Supply Chain Solutions, Vol. 44, No. 3, Jun 2014: 74-75. Availability:<https://search-
informit-com-au.wwwproxy1.library.unsw.edu.au/documentSummary;dn=443660862263607;res=IELBUS> ISSN: 1445-0801. [cited 22 Feb 19].
Sharon Bailey, “Soft Drink Industry Now Looking to Still Beverages to Boost Sales,” Market Realist, November 20, 2014, accessed 21st February
2019, http://marketrealist.com/2014/11/guide-non-alcoholic-beverage-industry
“Coca Cola Financial Report”, 21 February 2019, accessed 24th February 2019, https://www.ccamatil.com/-/media/Cca/Corporate/Files/ASX-
Announcements/2019/2018-Full-Year-Results-Report.ashx
Wehring, O. (2014, Mar 19). CAGE 2014: Coca-cola co readies coke life global roll-out. Just - Drinks Global News Retrieved from
https://search-proquest-com.wwwproxy1.library.unsw.edu.au/docview/1508462912?accountid=12763
Corbett, R. (2017, Dec 03). How the coca-cola co can make a success of coke life II - comment. Just - Drinks Global News Retrieved from
https://search-proquest-com.wwwproxy1.library.unsw.edu.au/docview/1971270220?accountid=12763