Executive summary.docx - Executive summary The Coca Cola...

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Executive summary The Coca Cola Company (TCCC) is world’s largest non-alcoholic beverage industry. The case talks about the initiative taken by Coca Cola to launch a new product known as Coke life for health segment. Coke life is a naturally sweetened carbonated soft drink with reduced sugar. It constituted a portion of the sugar component with stevia leaf extract and contained 35 per cent less sugar than Classic Coca Cola. In 2013, TCCC had a total sales of US$46.9 billion and a gross profit $28.4 billion. Its brand portfolio consisted of over 500 non-alcoholic beverage brands, mainly sparkling drinks but also still beverages such as water, juice drinks, ready-to-drink teas and coffees, and sports and energy drinks. In the soft drink market there were carbonated soft drinks (CSDs), accounting for approximately 35 per cent, bottled water (25 per cent), and fruit drinks and juices (15 per cent) and other categories were ready-to-drink tea, sports and energy (25 per cent). Within the CSD segment, TCCC had accumulated a market share of over 40 per cent.9 However, the
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