- High royalties for the sales - Publication as eBook and book The relation between lover, the relation between grandma and her grandson, between mother and son or daughter. Coca-Cola Life was a lower-calorie version of Coca-Cola, made using stevia and sugar as sweeteners. The three layers, which identify the consumers’ needs and wants of a product, are the core product, actual product and augmented product (Solomon et al. Facebook Share Twitter Share LinkedIn Share Google+ Share Tumblr Share E-mail Share Print Print. Crush. It is therefore this group that Coke Life will target for its launch. According to Coca-Cola, the company is reducing the amount of advertising that targets children who are younger than 12. Coca-Cola Zero. Diet Coke… The opening scene has a glass labelled Coca Cola having ice and being filled with Coca Cola. Coca-Cola is trying to promote a health-conscious image, such as its water brands like Dasani and Smart Water. It is recommended that the ingredients should be mostly organic and the sugar should be completely removed in order to satisfy customer needs and wants. Coca-Cola Life complements this portfolio and is one of more than 45 beverages in The Coca-Cola Company’s global portfolio currently sweetened in whole or in part with stevia leaf extract (others … Far beyond the product policy, the product life cycle (PLZ) has a significant importance for marketing planning. Most of the target marketing is geared towards young people, but some advertising is tailored for older people. Share this link with a … According to the New York Times, Coca-Cola is also trying to target health-conscious consumers. Coca-Cola Life. ... Coca-Cola Life. Coca-Cola targets … The company has set certain limitations when it comes to target marketing. It is the first version of the soft drink to be produced with stevia and sugar as sweeteners. Mark D Callanan/Photolibrary/Getty Images. This change in advertising strategy pertains to all media outlets. Buy this sweet cola soda online or in a store near you! 12. 2.4 Main Target Market of Coca-Cola Life. Coca-Cola® Life Coca-Cola® Life Back Coca-Cola® Life. The product is already available in Chile and Argentina. Case Leadership Week 2 MARK5700 Adding nutrition to … - It only takes five minutes Will 5G Impact Our Cell Phone Plans (or Our Health?! Coca Cola Life is a reduced-calorie cola sweetened with cane sugar and stevia leaf extract. As Herbison (2015) described, Coke Life is the low-calorie soft drink product with the very similar taste for the original Coca Cola, but with 30% less sugar. This report was commissioned to examine the marketing of Coca-Cola Life which is distributed by the Coca-Cola Company. Here the target market is any loving couple. Choose from contactless Same Day Delivery, Drive Up and more. TERM '16; TAGS Marketing, The Coca-Cola Company, Coke Life. - Completely free - with ISBN The company indicates that it avoids buying advertising that markets to an audience ratio that is more than 35 percent under the age of 12. Shop today to find Soda & Pop at incredible prices. First, Coca-Cola already has Diet Coke and Coke Zero, so Coca-Cola Life would add a third product with a similar purpose. Coke Life’s target market of health-oriented consumers is highly conscious about the harms of soft drinks. More of Coca-Cola's advertising also targets affluent, young people with products like Coca-Cola Life. 2.4 Main Target Market of Coca-Cola Life, 3 Product 4.4 Influencing Factors on the Price, 5 Promotion These include inter alia persons with a hectic daily routine those are very concerned about naturalness and sustainability (The Coca-Cola Company 2015; Spaeth 2015). 4.3 Price Elasticity The … Further this report includes recommendations to improve the product offering and the communication of the offering. Case Leadership Week 2 MARK5700 Ad Campaigns for Coke Life 13. The relation between relatives is so genuine like the Coca-Cola … Grab a taste of Coca-Cola Life at your nearest grocery store, or online with Amazon and AmazonFresh. According to Table 1 the product can be bought at nearly every shop and supermarket in various countries all over the world. The way consumers view a product is critical, therefore the branding of a product is a necessity and it is essential that organisations understand what brands to create when producing a product whether it be individual or family brands (Todor 2014). Enjoy Coke and enjoy your life even more with Coke Life … The aim of the company is to differentiate their own product towards competitors’ for their target group and to reach a better identification of potential and existing customers (Kuß & Kleinaltenkamp 2011). Above all, it is designed for those who would like to drink a reduced calorie Coke with a … Choose from contactless Same Day Delivery, Drive Up and more. Country Time. Coke Life is designed for adults who are looking for a great tasting Coke. Finally, two innovative recommendations will be given, relating to the improvement of the sustainable aspects of Coca-Cola Life’s marketing. And already its sales are tracking above target, Coca-Cola Amatil says. Grab a Coca-Cola Life, take a sip and find your “ahhh” moment. Coca-Cola Life … As a result the Company can expand their customer base (The Coca-Cola Company 2015). What financial effects should TCCC expect from the launch? Coke Life has already converted 13 per cent of the sugar cola segment, the group's managing director Alison Watkins says. Target has the Beverages you're looking for at incredible prices. For a wide assortment of Coca-Cola visit Target.com today. Coca-Cola Life has 35 percent fewer calories than other leading colas. Due to the one-brand strategy Coke Life can profit from the widespread appeal of the master brand; Coca-Cola. Therefore the marketing theory has been implemented and assumptions have been made on the basis of this report. Coke Life creates value for its target customers by helping them monitor their sugar intake. Hence Coke Life was developed of a combination of sugar and the natural sweetness of stevia whereby this variation contains 35% less sugar and kilojoules. It was created in Argentina after five years of research in the country. Choose from contactless Same Day Delivery, Drive Up and more. This includes an internal and external analysis of the company’s marketing environment. How was the launch executed? Since 2014 the product has been introduced to further markets such as the United States, Great Britain and Germany. The research draws attention to the company’s background and evaluates the background of Coca-Cola Life. 7.2 The Sustainability of the Recycling System. Price stability and distribution intensification affect sales and turnover positively (Pfaff, D 2004). Choose from contactless Same Day Delivery, Drive Up and more. The product policy is one of the four basics of the marketing mix. Life should be refreshing #CocaColaLife The ad argues that each coca cola moment in your life is a moment of glory and excitement. In relation to Coke Life it is obvious that the branding KO has created is a co-brand, as Coke Life is marketed under one brand; Coca-Cola (Solomon et al. In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. Moreover, consumers who buy Coke Life are obviously purchasing a convenience product, as customers just spend a little effort on the purchase decision, the product is frequently purchased and widely available (Solomon et al. Crush. Shop Target for Coca-Cola. With all the trends worldwide to combat With all the trends worldwide to combat the overweight and obesity epidemic, Coke Life … The ‘actual’ product is a glass bottle with a brown liquid inside and a green label with a small leaf logo. Figure 1: SWOT analysis of Coca Cola Life Sources: MarketLine (2015); Bhasin (n.d.). Coca-Cola targets mostly people who are 12 years old or older. The ‘core’ product is a refreshing soft drink with a unique taste and 35% less sugar and kilojoules, sweetened with stevia as a natural source. Coca-Cola's products and marketing campaigns are also targeting international audiences. Usually the price of a 600ml bottle of Coca-Cola Life is around $3.50 which is positioned above the price of the direct competitor Pepsi True. This report contains the importance of the marketing mix and marketing concepts within the scope of product, price and promotion regarding the marketed product relating to a specific print advertisement of Coke Life. Shop Target for Coca-Cola Life. Its value sales have since declined, falling to £1.5m in the four weeks to 12 September 2015. Want to read both pages? With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium. Recommendations have been made to suggest that a more sustainable view of Coca-Cola Life and its environment could potentially increase market share and future profits. In this chapter some details about the company and its product Coke Life will be presented as well as the main target markets for this product. Choose from contactless Same Day Delivery, Drive Up and more. Thereby the focus is on the product, price and promotion. Most of the target marketing is geared towards young people, but some advertising is tailored for older people. 5.1 Integrated Marketing Communication (IMC) 4.1 The Price of Coca-Cola Life compared to Competitors’ Prices Coca Cola developed this product as … Today it is headquartered in Atlanta, Georgia and its current CEO is Muhtar Kent (Coca Cola Deutschland 2015 & The Coca-Cola Company 2015). It is recommended that the company target itself on reusable packaging instead of one-way drink packaging. Coca-Cola has no specific target market, according to MarketMixx.com. Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Its Cola is popular worldwide & is liked by people … As the movement trickles down to the late majority, so will the target audience of Coke Life … Coke Life is a carbonated soft drink with a combination of sugar and stevia leaf extract as sweeteners manufactured by KO (The Coca-Cola Company 2015). 2014). “Sales are very muc… Target customer segment of Coca Cola Life were people that valued sweet taste as far as their individual health, those who were looking for a no sugar drinks. ), The Secret Science of Solving Crossword Puzzles, Racist Phrases to Remove From Your Mental Lexicon. A Coke, sweetened with cane sugar and stevia leaf extract. Country Time. 1.1 Authorisation and purpose Table 1: Facts about the product Coca Cola Life. Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients. 2014). Which customer segment did Coke Life target? The early majority makes up around 34% of the population, and research will help us deﬁne this group further. In conducting this report only secondary research methodologies were used implementing resources such as using books and websites. A refreshing and crisp taste of Coca-Cola… Coca-Cola Life is a product of Coca Cola launched in Argentina in June 2013, and in Chile in November of that year. 3.1 Three Layers of Coca-Cola Life Therefore, relating to the PLZ Coke Life is currently in the growth stage as it continues to increase sales and persuade consumers to choose their product over similar products (The Coca-Cola Company 2014; Solomon et al. In the following the internal environment consisting of the strengths and weaknesses of the company and the external environment which are the opportunities and threats of KO will be demonstrated. But as the failure of the product showed, Coca-Cola … 3.2 Classification of Coca-Cola Life Coca-Cola Zero. Enjoy Coca-Cola Life. Is the Coronavirus Crisis Increasing America's Drug Overdoses? 1 Introduction Coke Life was launched into the market in Argentina and Chile in 2013. Thus, cost savings can be made through the rationalisation of advertising (Wegrzyn 2015). Thereby, statements on sales potential of the product, the behaviour of competitors, the earning positions of the product and typical activities, like advertisement and price reductions, can be made over a specific period of time (Kuß & Kleinaltenkamp 2011). 2.3 SWOT Analysis Which customer segment did Coke Life target? Regarding Coke Life the colour is green (Hepburn n.d.). You've reached the end of your free preview. 2014; Hepburn n.d.). 2.1 The Organisation According to IRI’s industry insight director Tim Eales this decline is driven by price. For a wide assortment of Coca-Cola Life visit Target.com today. With the newest innovation, Coke Life, KO wants to offer their customers a version of Coke with fewer calories. Free shipping on orders of $35+ & save 5% with your Target RedCard. Read reviews and buy Coca-Cola Life Soda - 6pk/7.5 fl oz Mini-Cans at Target. Appropriate strategies were derived from the SWOT analysis to reduce the most important weaknesses and risks, such as product recalls and poor water quality and to profit from the strengths and chances, like brand equity and supply chain improvement (Solomon et al. 5.2 Advertisement of Coca-Cola Life, 7 Innovative Recommendations Furthermore, marketers have to classify the product with a view to a better understanding of the purchase behaviour of consumers. 4.2 Pricing Objectives 1.2 Limitations What is Coke Life’s value proposition? How does Coke Life create value for its target customers? Contactless options including Same Day Delivery and Drive Up are available with Target. Figure 2: Layers of the product Coca Cola Life, Sources: Journey Redaktion (2015); Davis (n.d.); Wallop (2014). How does Coke Life create value for it target customers? Through the brand Coca-Cola people can link certain memory contents over a longer period which were built up by marketing measures like the co-branding (Esch & Andresen 1997). 7.1 Not Only Look Green - Be Green 3.4 The Branding of Coca-Cola Life, 4 Price Coca-Cola Life… The ‘augmented’ product is the actual product plus contact details of the company, a help line and a complaint phone service. Shop for coke 12 pack online at Target. This report also aims to develop innovative recommendations to help to improve the marketing strategy for Coke Life by using various marketing theories. Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing new products.Similarly it uses mix of undifferentiated & mass marketing strategies as well as niche marketing for certain products in order to drive sales in the competitive market. Above all, it is designed for those who would like to drink a reduced calorie Coke with a sweetener of natural origin. Coca-Cola® Life is filled with the cola taste you love, sweetened with stevia and cane sugar! Every sip, every “ahhh,” every smile—find that feeling with Coca-Cola Life. To stand out from the competitors the company should analyse possible product improvements or product alternatives in the growth phase. Coca-Cola has no specific target market, according to MarketMixx.com. It is the world’s largest manufacturer of non-alcoholic beverage concentrates and syrups. Consequently people who are more aware about health can be attracted. 3.3 Stage of the Product Life Cycle for Coca-Cola Life In addition this report is limited by the available timeframe and the fact that not all company information was made available for the product Coke Life. The Coca-Cola Company (KO) is a multinational, stock listed company which was founded in 1886 by John Stith Pemberton. The company has set certain limitations when it comes to target marketing. 1.3 Scope, 2 Background DALSTON's. Therefore each variation of Coke has the same branding, but various colours. Therefore, Coke should work on developing an intelligent marketing strategy to more efficiently communicate with them about the health benefits of Coke life … ... Target … This report is limited to the field of marketing and specifically the marketing mix and marketing theory concepts of the product, price and promotion regarding the product Coke Life.
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