Write a Conclusion on Coca Cola green packaging launch and its failure. Read the

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Write a Conclusion on Coca Cola green packaging launch and its failure. Read the Case study above Spork Life: Dysfunction at the heart of Coca-Cola The new Coca-Cola beverage in the green packaging is a mashup between Coke and Diet Coke, with 35 per cent lower kilojoules. And like the spork (part spoon, part forkl) Coke Life is turning out to be one of those great inventions nobody really wanted Sales for the sort-of-healthy cola were reported at 7 million litres in five weeks, half as much as Vanilla Coke managed in the same period. Life represented just 2.5 per cent of total Coke sales in the month of June, after launching in April. Coca-Cola's Australian spokesperson claims they never meant Coke Life to be a big hit, that the "launch was very successful," and that the point of Coke Life is to introduce the plant sweetener Stevia to the local market For some reason though, Coca-Cola has been doing unusually heavy discounting of its whole product line in recent months to boost sales. In September Coke was briefly cheaper than Pepsi for the first time in years, according to a supermarket pricing survey Consumers seem mostly unimpressed by the new Coca Cola offering. For research purposes I went and bought a bottle of Coke Life at the milk bar. It actually tasted to me a lot like Coke, which is to say perfectly delicious. But people who like the taste are asking, is 35 per cent kilojoules cut enough? One Aussie even compared the slightly drab green of the new labels to the olive colour used on plain cigarette packaging so why did Coca-Cola the company that for so long had the best marketing in the entire history of the whole world launch such a fizzer? The answer is simple: Coca-Cola is not the golden child it once was. In America, sales of soft drinks have fallen for 10 straight years. While the company is stll seeing strong sales, a lot of growth is coming from the poorer parts of the world. The richest countries have Even school kids apparently prefer kale juice these days. become more health-conscious and moved on. The Coca-Cola Company is working very hard to cover for the decline of their once all- powerful beverage. This means experimenting. Remember when they launched those smaller cans priced at $2? That was part of the same strategy trying to find a format for Coke people would actually want to buy. The problem snuck up on them slowly, then all at once. While Coke had its eyes locked on fierce rival Pepsi, a funny thing happened in the beverage market. People started wanting drinks that did things. The rise of "functional beverages" is obvious if you stand in front of the drinks fridge. There are juices for health, Gatorade for sport, tea for calm, energy drinks for staying focused. Even iced coffee is sold on functionality now it picks you up, or stops you being so confused. Prepared by: Mdm. Zieyla

Explanation / Answer

Cocacola has been one of the biggest brands in the world. Sales were dropping in the USA for Cocacola but its sales were steady in other countries. The major sales for Cocacola in USA were happening from other cocacola products. To make the the main brand more powerful, Cocacola innovated the green Brand with 35% less sugar, a healthier category for its customers.

Due to the rise of functional drinks and people becoming more health conscious Cocacola had to innovate and find new products which would sell more easily in the market and the people would like it., moreover Cocacoal wanted Green coke to be more functional and healthy, since people were becoming more health health conscious. Cocacola thought of producing something that would provide the same old taste of cocacola but also be little more healthy, to be precise 35% more healthy. It wanted to make its main cocacola Brand, powerful again. But, this did not happen.

The issues pertaining to green coke was that people were asking if 35% cut in sugar was enough. People were either drinking no sugar/ diet coke else they were drinking the original coke. This middle ground did not really stick with the customers. Next reason was that people wanted a more functional drink that would be consumed for a reason. And this drink did not offer any of such reasons apart from "enjoy". This was another problem with the green drink. Coke has been struggling to find the format which would stick with its consumers and make them buy their product. But, Cocacola is still not able to find it. Probably going back to its roots of Pharmacy, when Cocacola was used for relaxing may help Coke.

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