Coca-Cola Zero Sugar: The Value Cycle during a Relaunch
A 2016 consumer survey in the United Kingdom revealed that five out of 10 people did not know that Coca-Cola Zero (Coke Zero) contained no sugar. Many respondents also expected Coke Zero to taste more like Coca-Cola Classic, but found the taste not similar enough. Therefore, Coca-Cola relaunched the product with an ambitious multimillion-dollar marketing campaign that followed a three-dimension value management cycle encompassing value creation, value communication, and value capture. To successfully relaunch Coke Zero and achieve the company’s objectives, Coca-Cola would need to both anticipate the challenges in each of these three phases and manage them effectively.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B17A009-E
Format: PDF
Number of pages: 7
Publication Date: Feb 28, 2017
Language: English
Review date: Mar 15, 2017
What material is included in this case:
Description
A 2016 consumer survey in the United Kingdom revealed that five out of 10 people did not know that Coca-Cola Zero (Coke Zero) contained no sugar. Many respondents also expected Coke Zero to taste more like Coca-Cola Classic, but found the taste not similar enough. Therefore, Coca-Cola relaunched the product with an ambitious multimillion-dollar marketing campaign that followed a three-dimension value management cycle encompassing value creation, value communication, and value capture. To successfully relaunch Coke Zero and achieve the company’s objectives, Coca-Cola would need to both anticipate the challenges in each of these three phases and manage them effectively.
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Year: 2016
Geographic Setting: United Kingdom
Industry Setting: Manufacturing;
Learning Objective
This case is designed for use in an MBA-level marketing course, specifically in a segment that discusses marketing strategies and brand management for a market leader, especially in relation to the concepts of value. The case is also suitable for course packs in marketing management, pricing, and strategic marketing. After completion of this case, students will be able to ·understand the concept of value creation and draft a product–needs framework template to identify differentiating values from the product; ·devise new segmentation, targeting, and positioning (STP) strategies for a relaunched product; ·understand how to sustain a parent brand’s image equity; ·draft value communication strategies for a relaunched product; and ·understand how pricing architecture and pricing strategies can capture value from a product.
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