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Coca-Cola Life

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by

Agustina López

on 17 June 2014

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Transcript of Coca-Cola Life

Target Segment
Followers
Brand Strategy
PRODUCT
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36 calories
for every 200 cc (2% of the total daily calories recommended), a third less sugar and
60% fewer calories
than regular Coke.

"PlantBottle" technology
: up to 30 percent of each bottle is composed of
vegetable fiber
ans is
100 percent recyclable.
Young adults (25 - 45 years) who:

- Have an
optimistic
attitude towards life.

- Health and environment
conscious
.

- Are
open to change
and trying new things.

DISTRIBUTION (PLACE)
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Coca-Cola = Happiness

Coca-Cola Life = Nature

NATURALLY
HAPPY ENVIRONMENT

Strive to turn the most ordinary things in life into something
extraordinary
Chile: Coca-Cola Embonor SA and Embotelladora Andina SA
Positioning Strategy
"For
optimistic young adults
, Coca-Cola Life is the
healthiest option for you and your planet
among all
carbonated soft drinks
because it is
naturally sweetened
with Stevia and it's packaging is
100% recyclable
."
Research Worthy
Coca-Cola Life was
created
and
developed
by chilean and argentinean researchers. They are the
only countries in the world
where this product is sold.
Coca-Cola's Mission:
PROMOTION
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Coca-Cola Life
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
Marketing Strategy

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PRICE
Coca-Cola life will work with the same pricing strategy as the previous "cola" products.

Partly substitute of other natural drinks. Is price also competitive in that market?
BRAND EQUITY
: Belonging to the Coca-Cola family, in some cases, adds value!
FULL MEDIA COVERAGE
TV AD
SAPLING
SOCIAL MEDIA
EVENTS
Full transcript