Coca-Cola Case Study

Diversifying Into Healthier Markets

Publication Date	September 2007
Publisher	Datamonitor
Product Type	Report
Pages	5
ISBN Number	not applicable
Product Code	DAT07390

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Summary

Introduction

This report on Coca-Cola forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the increasingly popular functional drinks segment, which is becoming the center of the company's focus.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Companies mentioned in this report:

Coca-Cola Company, The
PepsiCo, Inc.

Content

Catalyst
Summary
Analysis
- Coca-Cola looks to improve brand image in ethical circles
- Coca-Cola publicizes its efforts to become more health focused and environmentally friendly
- Coca-Cola looks to learn from its arch-rival, PepsiCo
- Coke markets its new products on the strength of health benefits
- Coke has experienced some success in its new product releases
- Coca-Cola looks to learn from a previous mistake
- Acquisition of an existing bottled water brand gives Coke the opportunity to get it right
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
List of Tables
- Table 1: The UK soft drinks market by value, US$ m,
List of Figures
- Figure 1: "Make every drop count" advertising promotes the benefits of a healthy lifestyle