Coca-cola goes green the launch of coke life case study

One such case was with relation to the launch of Coca-Cola life. In a bid to remain relevant in the face of decreasing sales of carbonated drinks, Coca-Cola developed Coca-Cola Life. This new product was promoted as a healthier option to other carbonated drinks as it had less sugar and calories (Han, 2015). After the launch, studies found that the artificial sweetener used in the new product exposed consumers to negative health effects. This information put both the company’s promise of a healthier product option as well as its ethics under threat. Sales went through the roof as consumers sought to move to an alternative and healthier option of their favorite carbonated drink. However, after news of the effects of the drink, sales plummeted throughout 2015.

Eventually, the company was forced to discontinue the product in 2017. Coca-Cola lost ground as sales of other products decreased over the same period. This is due to the loss of trust from its customer base due to its unethical actions. The relation between sugary drinks and obesity is one that has been proved over different studies. People who consume more sugary drinks are at risk of being obese and developing obesity related diseases (Zheng et al. Coca-Cola sought to reduce the amount of sugar in carbonated drinks as well as replace the remaining sugar with natural sweeteners. Stevia is the most common option with regard to natural sweeteners (Zheng et al. The product could be sold as a healthier option as it would be branded as one with less sugar and less chemicals.

The company also sought to create value by reducing the amount of sugar contained in regular carbonated drinks. The primary stakeholders in this case are Coca-Cola as a company. The company is responsible for creating the product and marketing it as a healthier alternative to carbonated drinks. This is a similar point of view taken by the company with regards to the case. The second stakeholder group is made up of the consumers of the product. The campaign should aim to show consumers that Coca-Cola can retain the same taste at sugar levels that are 60 percent lower than those in regular Coca-Cola. The marketing strategy should also clearly communicates the actual composition of the product. This will enable consumers make better decisions about the products on offer.

The second alternative involves reducing the amount of chemicals in the product and re-launching it. Studies have identified the high number of chemicals in Coca-Cola as the reason for its ethical malpractice. The company also stands to gain by meeting their ethical goals. The first alternative is the most promising alternative with a score of 9 out of 10. The company should change the marketing strategy to place Coca-Cola Life between Diet Coke and regular coke with regard to its health benefits. This will create a wider range of products for the company and allow consumers to select from the variety. Additionally, the company will have met its ethical goals and build trust between themselves and their consumers. B. , Willett, W. C. , Hu F.