Coca-Cola Company was universally recognized as a market leader in soft drinks with worldwide revenue of $23.1

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• Marketing Management
•  
• CASE STUDY (20 Marks)
• Coca-Cola Company was universally
  recognized as a market leader in soft drinks with
  worldwide revenue of 23.1 billion and presence
  in over 200 countries (2006). The Company
  manufactured beverage concentrates and syrups.
  The Coca-Cola Company owned four of the worlds
  top five soft-drink brands, which included
  Coca-Cola, Diet Coke, Fanta and Sprite. In
  America, sales of carbonated drinks declined a
  little in 2005 as government campaigns and media
  coverage raised concerns over obesity. Bottled
  teas and nutrition-enhancers were big
  opportunities for Coca-Cola. Sales of bottled
  teas were growing steadily and nutrient drinks
  had a market of about 1 billion by 2006.

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• According to a study conducted by the
  National Center for Health Statistics, Americans
  opted for a healthy alternative to their daily
  dose of energy instead of carbonated drinks. The
  study prompted Coca-Cola to go in for the calorie
  burning Enviga. On 6th November, 2006, Coca-Cola
  along with Nestlé launched Enviga, a Nestea
  carbonated canned green tea drink. Enviga burnt
  60 to 100 calories per three 12-ounce cans in
  healthy adults aged between 18-35 years. For
  overweight Americans, the release of Enviga was
  meant to bring good news. According to Coca-Cola,
  Enviga helped in reducing obesity. But according
  to doctors green tea was unlikely to make anyone
  shrink, so the Center for Science in the Public
  Interest, an organization that focuses on health
  and nutrition issues in US sued Coca-Cola and
  Nestle for their ad campaign of Enviga but the
  company had no plans to change its claims.

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• In the recent past Coca-Cola had already
  faced two soft-drink flops out of their four
  releases in the form of Coca-Cola C2 and Vanilla
  Coke. What would Coca-Cola's strategy be with the
  new drink? Would it be able to make it a success
  despite the initial controversy that surrounded
  it? Would consumers take to Enviga?

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• Answer the following question.
•  
• Q1. Discuss the trouble faced by Coca-Cola in
  2005.
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• Q2. Debate Coca-Colas marketing strategies for
  Enviga and discuss whether Colca -Cola will
  succeed in its new product.

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