Coca-Cola Zero Sugar: The Value Cycle During a Relaunch
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Publication Date:
February 28, 2017
Industry:
Manufacturing
Industry:
Food & Beverage
Source:
Ivey Publishing
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.
Gaganpreet Singh is affiliated with National Institute of Industrial Engineering. Sandeep Puri is affiliated with Institute of Management Technology, Ghaziabad. Sharad Sarin is affiliated with XLRI-Xavier School of Management.
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Coca-Cola Zero Sugar: The Value Cycle During a Relaunch
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