GDM ISBM CASE STUDY SOLUTIONS – CocaCola Company was universally recognized as a market leader in soft drinks with worldwide revenue of $23.1 billion and presence in over 200 countries (2006)

GDM ISBM CASE STUDY SOLUTIONS – CocaCola Company was universally recognized as a market leader in soft drinks with worldwide revenue of $23.1 billion and presence in over 200 countries (2006)

 

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Marketing Management

CASE STUDY (20 Marks)
CocaCola Company was universally recognized as a market leader in soft drinks with worldwide revenue of $23.1 billion and presence in over 200 countries (2006). The Company manufactured beverage concentrates and syrups. The CocaCola Company owned four of the world’s top five soft drink brands, which included CocaCola, Diet Coke, Fanta and Sprite. In America, sales of carbonated drinks declined a little in 2005 as government campaigns and media coverage raised concerns over obesity. Bottled teas and nutrition enhancers were big opportunities for CocaCola. Sales of bottled teas were growing steadily and nutrient drinks had a market of about $1 billion by 2006. According to a study conducted by the National Center for Health Statistics, Americans opted for a healthy alternative to their daily dose of energy instead of carbonated drinks. The study prompted CocaCola to go in for the calorie burning Enviga. On 6th November, 2006, CocaCola along with Nestlé launched Enviga, a Nestea carbonated canned green tea drink. Enviga burnt 60 to 100 calories per three 12ounce cans in healthy adults aged between 1835 years.
For overweight Americans, the release of Enviga was meant to bring good news. According to CocaCola, Enviga helped in reducing obesity. But according to doctors green tea was unlikely to make anyone shrink, so the Center for Science in the Public Interest, an organization that focuses on health and nutrition issues in US sued CocaCola and Nestle for their ad campaign of Enviga but the company had no plans to change its claims. In the recent past CocaCola had already faced two softdrink flops out of their four releases in the form of CocaCola C2 and Vanilla Coke. What would CocaCola’s strategy be with the new drink? Would it be able to make it a success despite the initial controversy that surrounded it? Would consumers take to Enviga?
Answer the following question.
Q1. Discuss the trouble faced by CocaCola in 2005.
Q2. Debate CocaCola’s marketing strategies for Enviga and discuss whether ColcaCola will succeed in its new product.

 

GDM ISBM CASE STUDY SOLUTIONS – CocaCola Company was universally recognized as a market leader in soft drinks with worldwide revenue of $23.1 billion and presence in over 200 countries (2006)

 

GDM ISBM CASE STUDY SOLUTIONS – CocaCola Company was universally recognized as a market leader in soft drinks with worldwide revenue of $23.1 billion and presence in over 200 countries (2006)
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