Comments on: Coke Branding and Line Extensions http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html Disrupting Innovation since 2002 Mon, 24 Dec 2007 12:57:52 -0700 http://wordpress.org/?v=2.8.4 hourly 1 By: Mikal Lewis http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html/comment-page-1#comment-60 Mikal Lewis Tue, 13 Dec 2005 04:01:56 +0000 http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html#comment-60 Then I raise another question. Why spend the dollars developing a new "Diet" brand in Coca-Cola Zero, Sprite Zero, etc. if its a dead in brand? For temporary sales? This is why my original assesment was that Coke Zero is dead end, because their line-up is way too muddled. And if a product is superior, there is nothing wrong with replacing the Diet Coke brand, or any other brand, with a superior product. I'd be interested to view the Diet Coke numbers but my bet would be that the sales are decreasing, if that is the case the company would be hurt more by inaction than by a well executed phase out. And should Coke replace Diet Coke (which I only think is the best option if its clear that Coke Zero is the superior product), I'm not suggesting getting rid of it, just placing it as a 2-Liter brand and not a fountain soda brand. Forward thinking and innovative companies are the ones which can make the tough decisions and read the facts without the emotional bias. Often its best to replace your greatest product with a greater one. Then I raise another question. Why spend the dollars developing a new “Diet” brand in Coca-Cola Zero, Sprite Zero, etc. if its a dead in brand? For temporary sales? This is why my original assesment was that Coke Zero is dead end, because their line-up is way too muddled.
And if a product is superior, there is nothing wrong with replacing the Diet Coke brand, or any other brand, with a superior product. I’d be interested to view the Diet Coke numbers but my bet would be that the sales are decreasing, if that is the case the company would be hurt more by inaction than by a well executed phase out. And should Coke replace Diet Coke (which I only think is the best option if its clear that Coke Zero is the superior product), I’m not suggesting getting rid of it, just placing it as a 2-Liter brand and not a fountain soda brand.
Forward thinking and innovative companies are the ones which can make the tough decisions and read the facts without the emotional bias. Often its best to replace your greatest product with a greater one.

]]> By: this is the samaBlog » Carnival of the Capitalists http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html/comment-page-1#comment-59 this is the samaBlog » Carnival of the Capitalists Mon, 12 Dec 2005 10:49:07 +0000 http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html#comment-59 [...] William Crawford of The Integrative Stream writes about Coca-Cola’s branding. [...] [...] William Crawford of The Integrative Stream writes about Coca-Cola’s branding. [...]

]]> By: Will Crawford http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html/comment-page-1#comment-55 Will Crawford Sun, 11 Dec 2005 05:41:28 +0000 http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html#comment-55 But how many of those "Diet Coke Only" drinkers will knuckle under and have a Diet Pepsi when that's all that's in the soda fountain? I won't buy Diet Pepsi in the supermarket, and I won't buy it at a soda machine. But when it's all that's on the catering table, I'll drink it rather than go without. But I agree that taking Diet Coke off the market would be a rather bad idea. Yes, it keeps the options consistent for restaurants, but as Jon points out the brand is so well established that full (or majority) conversion to some other product would be pretty close to impossible. But how many of those “Diet Coke Only” drinkers will knuckle under and have a Diet Pepsi when that’s all that’s in the soda fountain? I won’t buy Diet Pepsi in the supermarket, and I won’t buy it at a soda machine. But when it’s all that’s on the catering table, I’ll drink it rather than go without.

But I agree that taking Diet Coke off the market would be a rather bad idea. Yes, it keeps the options consistent for restaurants, but as Jon points out the brand is so well established that full (or majority) conversion to some other product would be pretty close to impossible.

]]> By: Jon http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html/comment-page-1#comment-54 Jon Sun, 11 Dec 2005 04:56:40 +0000 http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html#comment-54 One more thing - there is no way that they'll ever phase out Diet Coke. Many MANY people I know drink Diet Coke and ONLY Diet Coke. They will not touch the Diet Coke with Splenda or regular Coke or anything else. Phasing out Diet Coke would be a bigger fiasco for Coca Cola than New Coke was way back when. One more thing – there is no way that they’ll ever phase out Diet Coke. Many MANY people I know drink Diet Coke and ONLY Diet Coke. They will not touch the Diet Coke with Splenda or regular Coke or anything else. Phasing out Diet Coke would be a bigger fiasco for Coca Cola than New Coke was way back when.

]]> By: Jon http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html/comment-page-1#comment-53 Jon Sun, 11 Dec 2005 04:55:13 +0000 http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html#comment-53 I agree with your assessment of Coca Cola Zero. We just took our marketing exam on this stuff and my brain is burnt out, so I have no further commentary. I agree with your assessment of Coca Cola Zero. We just took our marketing exam on this stuff and my brain is burnt out, so I have no further commentary.

]]> By: Will Crawford http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html/comment-page-1#comment-49 Will Crawford Fri, 09 Dec 2005 03:25:24 +0000 http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html#comment-49 I certainly agree on the Diet Coke with Splenda point. That was a product decision that I just can't figure out, although an uneducated guess suggests that there are two different teams working on line extensions, and they're just not coordinated. I rather like the "Zero" name, though. It's a bit risky, but it's fairly descriptive without being tedious. It also communicates the value proposition without being overtly a "diet" drink. "Diet" is at best a neutral term for the consumer, once they understand the product attribute, and for some people it's a negative--associated, at best, with an unpleasant chemical taste. I certainly agree on the Diet Coke with Splenda point. That was a product decision that I just can’t figure out, although an uneducated guess suggests that there are two different teams working on line extensions, and they’re just not coordinated.

I rather like the “Zero” name, though. It’s a bit risky, but it’s fairly descriptive without being tedious. It also communicates the value proposition without being overtly a “diet” drink. “Diet” is at best a neutral term for the consumer, once they understand the product attribute, and for some people it’s a negative–associated, at best, with an unpleasant chemical taste.

]]> By: Mikal Lewis http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html/comment-page-1#comment-48 Mikal Lewis Fri, 09 Dec 2005 03:09:52 +0000 http://www.integrativestream.com/2005/12/08/coke-branding-and-line-extensions.html#comment-48 I'm not a diet drink - drinker. But I'll have to agree with you here. <a href="http://www.notsocommoncents.com/index.php?mode=viewid&post_id=73" rel="nofollow">We've tackled the Coke Zero issue once before</a> I'll have to admit that they got this one right as far as product design. Where they are lacking is execution. First if Zero is the new Diet (as they've come out with "Zero" variations of their other products) they could have chosen a better name, Secondly, they shouldn't have introduced additional diet drinks (Such as Diet Coke with Splenda) during the same timetable as Coke Zero, and lastly if Coke Zero is truly the better product and the future of the Coke Brand they should begin phasing out the inferior Diet Coke. You can't exactly convince restaraunt owners (And fountain machine owners) to stock two different Diet Coke products, so go with the better of the two, and relegate Diet Coke to grocery store aisles. I’m not a diet drink – drinker. But I’ll have to agree with you here. We’ve tackled the Coke Zero issue once before I’ll have to admit that they got this one right as far as product design. Where they are lacking is execution.
First if Zero is the new Diet (as they’ve come out with “Zero” variations of their other products) they could have chosen a better name, Secondly, they shouldn’t have introduced additional diet drinks (Such as Diet Coke with Splenda) during the same timetable as Coke Zero, and lastly if Coke Zero is truly the better product and the future of the Coke Brand they should begin phasing out the inferior Diet Coke. You can’t exactly convince restaraunt owners (And fountain machine owners) to stock two different Diet Coke products, so go with the better of the two, and relegate Diet Coke to grocery store aisles.

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