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Executive Summary
The Coca-Cola Company manufactures Coca-Cola Zero Sugar, a drink with no sugar. It has multiple features and benefits for consumers, making it among the leading brands in the company. This paper gives a detailed analysis of Coca-Cola Zero Sugar, detailing a brief descriiption of The Coca-Cola Company, providing some background history facts of the company, information on the company’s global invasion, and the company’s current structure and top management. Onwards the paper reflects on the strategy behind the plan to launch Coca-Cola Zero Sugar, proposing excellent branding, product differentiation, consumer consciousness, and packaging as key strategical aspects of the plan. Finally, the paper dissects the situation analysis of Coke Zero Sugar, giving foremost a market summary, then later investigates the drink’s suitability by conducting a SWOT analysis of Coca-Cola Zero Sugar. The paper concludes by citing Coke Zero Sugar’s competition from other Coca-Cola brands, Pepsi, and juice brands.
Coca-Cola Zero Sugar
The Coca-Cola Company uses aspartame and acesulfame potassium (Ace-K) as sugar alternatives in Coca-Cola Zero sugar to sweeten the underlying drink. Coca-Cola Zero Sugar came as an improvement to Coke Zero, which was initially launched in 2005 as a zero-calorie drink by Coca-Cola. Coca-Cola Zero Sugar retains the taste of the original classic Coca Cola which has staged its huge preference among consumers globally. It has greatly helped lower the risk of diabetes among customers and enables Coca-Cola to capture new consumers, increasing company revenue.
The Coca-Cola Company is a global beverage company with its company headquarters located in Atlanta, Georgia. The Coca-Cola Company was founded in 1892 by Asa Griggs Candler after successfully securing ownership of the Coca-Cola syrup invented earlier in 1886 by John Stith Pemberton (Zeidan, 2022). The company recorded huge sales of the Coca-Cola drink in the late 19th Century. It began expansions, later establishing dominance in the United States, then moved to Canada, the United Kingdom, and Europe. The American beverage company later spread to Asia and onwards has spread all around the globe, providing its products in about 200 countries. Coca-Cola is headed by James Quincey, the current Chief Executive Officer of the company. The company collected revenue amounting to about $38.66 billion in 2021 and has created employment opportunities for over 80,000 people across 200 countries globally. Coca-Cola has launched various healthy drinks, including; Diet Coke, then in 2005 launched Coke Zero and the later Coca-Cola Zero Sugar.
Coca-Cola advanced a consumer concern and one brand strategy by launching Coca-Cola Zero Sugar. The strategy aimed to ensure that the product to be manufactured catered to the ongoing health lifestyle concerns and seemingly integrated the original Coca-Cola taste into the product. Coca-Cola advanced that it aimed to reduce the risk of diabetes among its customers by providing a zero-sugar alternative (Coca-Cola, 2022). Coca-Cola Zero Sugar would have numerous health and nutritional benefits to consumers advancing its suitability. Similarly, this drink had to maintain the original Coca-Cola taste that has been very attractive to consumers, and aspartame is subsequently used to induce the sweet taste. The strategy would ensure excellent packaging and marketing using the enticing slogan ‘Taste the Feeling.’ The ensuing strategy blended perfectly with the product plan that has been a critical contributor to the overall success of Coca-Cola Zero Sugar.
Situational Analysis
Market Summary
Artificial sugars have been advanced as key contributors to certain diseases such as diabetes, and continued consumption of artificial sugars has been researched and found detrimental to an individual’s health. The global lifestyle has been changing, with more people showing increased health concerns that necessitated a novel drink that could cater to the health concerns of most customers. Therefore, Coca-Cola Zero Sugar was crucial to leveraging this group of consumers who wanted a healthier drink. Similarly, most customers showed disinterest in Diet Coke which lacked the taste of the original Coca-Cola but was seemingly popular due to its health benefits. Coca-Cola Zero Sugar was instrumental in addressing these concerns, and many customers have shifted to this drink and expressed great satisfaction. SWOT Analysis
Coke Zero Sugar provides a healthy drink alternative being the major strength that has made it popular with many customers. Also, the drink does not just provide any health benefits but contains no sugar, which helps reduce the risk of diabetes in individuals by enabling them to monitor and reduce sugar intake. Another major strength of the drink is maintaining the original Coke taste and excellent packaging that drives its market preference (Weiner-Bronner, 2021). Individuals who also do not consume sugar can now consume Coke Zero Sugar expanding the area of opportunity for the drink.
Coca-Cola Zero Sugar claims to use natural flavors and likewise help reduce weight, which are major weaknesses of the drink. It remains unclear what the natural flavors are. Research has shown that Coke Zero Sugar does not help reduce weight as earlier implied. Coke Zero Sugar has multiple threats from critics who tarnish the brand’s reputation by advancing false and inciteful misleading information on the product. Another major threat is that Coke Zero Sugar may not be certainly risk-free and may have health implications for consumers. It has been noted that a critical ingredient, Phenylalanine of Coke Zero Sugar, may be detrimental to particular individuals.
Coca-Cola Zero Sugar faces direct competition from other Coca-Cola brands and other huge companies manufacturing beverages and drinks such as PepsiCo, Nestle, Red Bull, and Keurig Dr. Pepper. Pepsi is the largest direct competitor with similar healthy carbonated drinks like Diet Pepsi and Pepsi Max. Nestle is a global beverage company specializing in providing healthy drinks and alternatives for people who refrain from sugary drinks. Red Bull provides energy drinks, and Nestle similarly has a wide range of healthy drinks that compete with Coke Zero Sugar.
Coca-Cola Zero Sugar faces indirect competition from coffee outlets, healthy juice brands, and wine brands. Starbucks, Nescafe and Costa Coffee, provide a variety of coffee flavors and non-sugary coffee beverages that have staged a huge indirect competition to Coca-Cola Zero Sugar. Similarly, juice brands like Tropicana and Lipton Juices have flooded the market with healthy juices that seemingly offer Coke Zero Sugar indirect competition
Coca-Cola. (2022, June 6). Coca-Cola Zero Sugar. Best Coke Ever? Retrieved from Coca-Cola:
Weiner-Bronner, D. (2021). Coke is giving one of its most popular drinks a makeover. CNNBUSINESS. Available at:
Zeidan, A. (2022). The Coca-Cola Company. Britannica. Available at: