CSF's

Progress Report:

-This week we discussed potential critical success factors of Coke Zero,

-We came up with the final recommendation.

Individual/ Group Contribution

Weaknesses & Threats: One weakness of Coke Zero is the unhealthy ingredients included, sweeteners that are used within the drink are banned in some countries, gaining negative press. Coke Zero may be threatened by other drinks, such as healthier fizzy drinks. To overcome this, they could research and incorporate a healthier recipe. (1) (Gemma)

Strengths & Threats: Major brands such as Coca-Cola and PepsiCo, are strengthened by substantial advertising investments. Coke Zero's marketing and advertising strategy has proven strong and successful. With the UK suffering from the recession, the general public have less disposable income. Coke Zero can use their advertising to stay at the forefront of everyones mind. (Katie)

Catering to Health Conscious People: We identified that one of Coca Cola weakness was the unhealthy ingredients in its drink and how they planned to incorporate a healthier recipe. Coca-Cola identifed that consumers are becoming health conscious, as high sugar content can lead to obesity. To overcome this Coca-Cola released an advert, addressing the changes they are making to not only Coke Zero but also other products. These changes include “distributing snack size” cans as well as lowering calories in some of their drinks. (Tom) (2)

Buying out Competitors: One of Coca Cola's main problem was expanding into an already saturated market, to overcome this Coca Cola is starting to buy different companies, expanding into different markets through acquisition of successful companies. Coca Cola's expansion to “Innocent Smoothies” breaks them into the health drinks market, going along with the previous CSF. The reintroduction of Coke Zero and joining with Innocent Smoothies helped to change the brands image to be more in tune with obesity and health concerns. (Tom) (3)

Coke Zero Deals: Coca Cola continues to make deals with pubs, cinemas and other eateries to only stock their brand. This allows Coca Cola to advertise their product, forcing people to buy their drinks, having no Pepsi alternatives. (Tom and Katie)

Edited and referenced by Alice

(1) - FABIOLA SANCHEZ. (2009). Venezuela: Why We Banned Coke Zero.Available: http://www.huffingtonpost.com/2009/06/12/venezuela-why-we-banned-c_n_215114.html. Last accessed 24th Oct 2013.
(2) Stuart. (2013). Are Coca-Cola getting health conscious?. Available: http://www.morallymarketed.com/case-studies/are-coca-cola-getting-health-conscious/. Last accessed 24th Oct 2013
(3) Rupert Neate. (2013). Coca-Cola takes full control of Innocent .Available: http://www.theguardian.com/business/2013/feb/22/coca-cola-full-control-innocent. Last accessed 23rd Oct 2013.