Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 15 pages
Data source: Published sources
Topics:
Diet Coke; Coke; Coca-Cola; One brand strategy; Consumers; Marketing; Soda; Taste the Feeling; Relaunch
Abstract
Coca-Cola, the global beverage giant, was struggling with a maturing market. The overall decline in the consumption of soda and sugary beverages had put the strategists and marketing teams of the company in a tizzy. The biggest problem was that the beverage behemoth which took pride in its exemplary branding, marketing and advertisement strategies was not able to capture the pulse of the market. The millennial consumers on their part were also adding to the confusion by giving mixed signals. They were not only shunning sugary drinks but were also presumably saying no to diet sodas. The worst hit in such a scenario was Diet Coke which was launched in the market in 1982 as a non-sugary option. To resurrect the status of the company, 'One Brand Strategy' was formulated and launched in 2015. But then, it did little to lift the fortunes of Diet Coke and consequently in January 2018, the company distanced itself from its 'One Brand Strategy' and relaunched Diet Coke in a separate marketing campaign. Contrary to the basic concept of 'One Brand Strategy', Diet Coke relaunch campaign showcased the drink as having a distinct identity and personality. Was it the right course of action for the company? Would Coca-Cola exhibit a confused and chaotic state of things by taking a complete U-turn for its Diet Coke product line?
About
Abstract
Coca-Cola, the global beverage giant, was struggling with a maturing market. The overall decline in the consumption of soda and sugary beverages had put the strategists and marketing teams of the company in a tizzy. The biggest problem was that the beverage behemoth which took pride in its exemplary branding, marketing and advertisement strategies was not able to capture the pulse of the market. The millennial consumers on their part were also adding to the confusion by giving mixed signals. They were not only shunning sugary drinks but were also presumably saying no to diet sodas. The worst hit in such a scenario was Diet Coke which was launched in the market in 1982 as a non-sugary option. To resurrect the status of the company, 'One Brand Strategy' was formulated and launched in 2015. But then, it did little to lift the fortunes of Diet Coke and consequently in January 2018, the company distanced itself from its 'One Brand Strategy' and relaunched Diet Coke in a separate marketing campaign. Contrary to the basic concept of 'One Brand Strategy', Diet Coke relaunch campaign showcased the drink as having a distinct identity and personality. Was it the right course of action for the company? Would Coca-Cola exhibit a confused and chaotic state of things by taking a complete U-turn for its Diet Coke product line?