學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Coca-Cola Zero Sugar: The Value Cycle during a Relaunch
內容大綱
A 2016 consumer survey in the United Kingdom revealed that five out of 10 people did not know that Coca-Cola Zero (Coke Zero) contained no sugar. Many respondents also expected Coke Zero to taste more like Coca-Cola Classic, but found the taste not similar enough. Therefore, Coca-Cola relaunched the product with an ambitious multimillion-dollar marketing campaign that followed a three-dimension value management cycle encompassing value creation, value communication, and value capture. To successfully relaunch Coke Zero and achieve the company’s objectives, Coca-Cola would need to both anticipate the challenges in each of these three phases and manage them effectively.
學習目標
This case is designed for use in an MBA-level marketing course, specifically in a segment that discusses marketing strategies and brand management for a market leader, especially in relation to the concepts of value. The case is also suitable for course packs in marketing management, pricing, and strategic marketing. After completion of this case, students will be able to<br><ul><li>understand the concept of value creation and draft a product–needs framework template to identify differentiating values from the product;</li><li>devise new segmentation, targeting, and positioning (STP) strategies for a relaunched product;</li><li>understand how to sustain a parent brand’s image equity;</li><li>draft value communication strategies for a relaunched product; and</li><li>understand how pricing architecture and pricing strategies can capture value from a product.</li></ul>