COCA COLA GOES GREEN: THE LAUNCH OF COKE LIFE

SITUATION:

When The Coca-Cola Company (TCCC) launched Coke Life, the market for carbonated soft drinks was highly competitive and shrinking. Further, TCCC had its top brands positioned in this market already. So, why would TCCC add another drink to the mix?

YOU are the brand manager that must develop a compelling case for why the company does, or does not need, another brand extension. Your analysis will be used to gain approval from TCCC's Stages and Gates Committee, which approves all new product launches.

DELIVERABLE:

• Using the case study provided and appropriate case study framework(s) used this semester, provided a 1-2-page recommendation to the TCCC Stages and Gates Committee
• Framework(s) should be placed in an Appendix and will not be counted as part of the 1-2-page recommendation.
• Recommendation should include the following sections:
  • Overall decision
  • Reasons and supporting facts for the decision.
  • Overall next steps, with a mixture of short and long-term next steps (formatted as SMART objectives)
  • Identification of risks associated with your next steps and the mitigation of those risks.