Reasons for Failure of Coca-Cola Life Project and Recommendations for Improvement

This presentation discusses the reasons for the failure of Coca-Cola Life project and provides recommendations for improvement. It covers topics such as project failure reasons, Coca-Cola Life project overview, evidences of Coca-Cola Life failure, and recommendations for improving the business plan.

Coca-Cola Life
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Reasons for project failure
 Lack of proper project plan
 Inefficient team members
 Poor management of project team
 Poor communication among team members
 Insufficient resources both for personnel and funding
 Lack of proper organizational structure

Reasons for project failure (Contd.)
 Conflict among stakeholders
 Politics in business
 Cost exceeds estimated budget
 Improper portfolio and project management
 Failure signs ignored
 Goals and objectives of the project are undefined

Reasons for project failure (Contd.)
 Bad leadership
 Parameters undefined and not enforced properly
 Project managers are not experienced
 Cost estimations are inaccurate
 Misalignment between ethics and culture

About Coca-Cola Life project
 Version of Coca-Cola
 Provides low calorie
 Uses stevia and sugar as sweetener
 Chile and Argentina are countries of origin
 Later launched in UK and Sweden
 Co-existed with Coca-Cola Zero and Diet
Coke
 Aluminum cans, glass and plastic bottles are
used for packaging

About Coca-Cola life project (Contd.)
 It has been made available in Mexico after being launched in Great
Britain, Chile and Argentina
 Contains 64 calories in 355 mL cans
 Marketed to people through radio, television, social media and
sampling
 The sweetener that is used is calorie- free that makes the drink
special
 The sweetener is native to Paraguay

Reasons for Coca-Cola life failure
 Similar products like Coke Zero and
Diet Coke were already sold in the
market with great popularity
 The advantages of Coca-Cola Life
over existing Coke’s line up was not
clear to the consumers
 Critics have said that Coca-Cola Life
is just the change of outer covering of
Coca-Cola.
 The “in-between” concept of Coca-
Cola did not appeal to consumers

Evidences of Coca-Cola Life failure
 Coca-Cola Life sale fell by 73.1% in March 2018
 It was even critiqued as “the harbinger of death for Coca-Cola”
 Marketing campaigns for Coca-Cola Life was stopped
 Advertisements on Coca-Cola Life was banned claiming that the
sugar content is still high

Recommendation for improving
business plan
 New features should be added that are not included in similar
products like Coke Zero and Diet Coke
 Packaging should be made more attractive
 Marketing strategy should be strengthened so that it eye catches the
consumers
 Making appropriate cost estimation for manufacturing of Coca-Cola
Life

Recommendation for improving
business plan (Contd.)
 Thorough market analysis should be made before the launch of new
coke in the market
 Consumer needs and demand should be given more priority

References
 Amienyo, D., Gujba, H., Stichnothe, H. and Azapagic, A., 2013. Life cycle
environmental impacts of carbonated soft drinks. The International Journal of Life
Cycle Assessment, 18(1), pp.77-92.
 Irefin, P. and Mechanic, M.A., 2014. Effect of employee commitment on
organizational performance in Coca Cola Nigeria Limited Maiduguri, Borno state.
Journal of Humanities and Social Science, 19(3), pp.33-41.
 Karnani, A., 2014. Corporate social responsibility does not avert the tragedy of the
commons. Case study: Coca-Cola India. Economics, Management and Financial
Markets, 9(3), p.11.
 Sepkowitz, K.A., 2013. Energy drinks and caffeine-related adverse effects. Jama,
309(3), pp.243-244.