Revitalizing Coca-Cola Life: A Marketing Strategy Report Analysis

This report provides a comprehensive analysis of brand revitalization strategies, using Coca-Cola Life as a case study. The report delves into the reasons for brand decline, including increased competition, changing consumer preferences, and lack of brand awareness. It then explores strategies to revitalize the brand, such as repositioning Coca-Cola Life as an isotonic drink to target athletes and people with active lifestyles, building brand awareness through promotional campaigns, and creating new sources of brand equity. The report also examines methods to increase consumption frequency, attract new customer segments, and retain existing customers. By focusing on refreshing old brand equity sources and building new ones, the report suggests a strategic approach to rejuvenate the brand, increase sales, and regain market share. The report references various academic sources to support its claims and provides practical marketing recommendations for brand managers.

Brand revitalization is a marketing strategy undertaken to develop the current
product or brand to satisfy shifting customer expectations and needs in the emerging
market. It is an effort to get the product back to the market and to secure equity
sources. Brand revitalization is a corrective step introduced while a product 's name
is at the point of its life cycle 's maturity or decline and is about to become redundant.
(Jargons, 2016)
Mature brand that needs to be revitalized are some that were on the market but
didn't gain income because they missed their consumer base due to marketing
because company managers incompetence. Some of the world's biggest brands
such as Coca-Cola also need rejuvenation. The reason of brand revitalization is
because improvement is required to remain in the market and continued sustainable.
(Jargons, 2016)
Brand revitalized occur when there is an increased in competition. Rebranding could
be needed in a fast-moving world of strong rivalry to adapt the product to the
consumer. In order to face the competitor's products and technologies, the
organization needs to develop the brand to maintain it in the market accordingly.
(Reddy, 2016)
Next, Brand relevance plays a significant role in capturing the market. Products need
to stay relevant to their target audience and keep up with the period sand keeps up
with evolving consumer demands such as changed in accordance with
improvements in buyer's tastes and desires and satisfy the demand for target
market. (Reddy, 2016)
Moreover, Lack of brand awareness. Customer are conscious of the brand, however
because of narrow brand awareness, market recognition has been limited. There’s
no correlation of message from company to customer. (Krishna, 2011)
Mergers and acquisitions also require the revitalization of the product. When two or
more firms merge, they choose to develop the product from scratch in such a
manner that it relates to each and supports both at the same time. (Jargons, 2016)

Based on the underlying causes of its deterioration, as a brand manager, when I
noticed coca cola life began to show signs of ageing. It challenges me not only to
uncover and address the emerging sign of ageing but also to recognize the positive
features that can be developed and strengthened. Revitalizing brand strategy is the
strategy that will refresh old brand equity sources or create new ones for achieving
the intended positioning. Coca-Cola life need to change its brand image from 35% of
natural sugar and low calories drink to isotonic drink that can boost up energy.
Firstly, in order to build brand equity by refreshing old sources, it need to increase
the depth and breadth of brand awareness to make sure customers don't forget the
brand and think about purchasing or using it in certain circumstances where the
company will meet the desires and wishes of customers. Coca-Cola life need to
create brand awareness among consumer to bring back its brand in the market .
In general, increasing level of consumption can be done to change the amount of
product usage. Coca-Cola life need to create awareness among its consumer by
promoting its brand as a brand that can boost energy. By repositioning Coca-Cola
life from natural sugar and low calories to isotonic drink, it can hold a camping to
promote the benefit of drinking isotonic drink. Hence, it can create awareness among
consumer to consume isotonic drink after engaged in physical activity. When
consumer is aware about the new formula in the drink, it will increase the level of
consumption of Coca-Cola Life among the market.
Next is increase the frequency of usage involves either identifying additional or new
opportunities to use the brand on the same basis or identifying entirely new ways of
using the brand.
In order to identifying additional opportunities to use brand in same basic way, it
must recognize existing or potential prospects for customers. As a brand manager, I
will articulate the suitability and advantages of utilizing Coca-Cola Life. In this case,
the marketing program should advertise and create new ad camping promoting the
advantage of Coca-Cola life which the drink consists of energy booster and it plays
an important role in quick rehydration for those engaged in physical activity. Also, at
the same time, it can remind consumer about the possible time they may consume
Coca-Cola Life for example during sport activity to keep them rehydrated and
energetic.

Moreover, another approach to raise the purchasing volume of a brand is to
introduce new ways of using products. For example, Coca-Cola life can introduce its
product to athletes and people who is active in sport or daily life. isotonic is a drink
that consist of energy booster to help people to increase the water, mineral and
nutrition’s to facilitate the replacement of what body uses during efforts (Aptonia,
2014). Thus, by changing the mind set of consumers by introducing the new
additional opportunities and way of consuming Coca-Cola life, it can boost up the
sale of the brand.
Second, in order to enhance brand equity, it is important to build new sources of
brand value to increase the strength, favorability and uniqueness of brand
associations. As for Coca-Cola life, it can build new source of brand equity by having
new brand image to increase the strength, favorability and uniqueness of the brand.
An association that have faded will need to be bolster as part of repositioning to the
current positing, any negative associations that were generated might need to be
neutralized and any new positive associations will need to be created. (Krishna,
2011)
The first method of growing revenue is to keep loyal consumers who will inevitably
switch away from the brand and recapturing lost consumers that no longer use the
brand. Existing customer is the client that already known our brand and by getting
feedback from them, company can easily predict needs and preference of their
existing customer and improve in way that can satisfy the customer also, In order to
attract customer that has switch to other brand, company needs to bring a new
attractive product that can attract customer to come back to our brand. Feedback is
essential to a productive organization. By collecting consumer reviews on coca cola
life, the needs and satisfaction of the customer will be enhanced if there are some
adverse reviews from customer. Thus, in order to retain and recapture customer,
Coca-Cola life can create a new packaging as a signal for customer that the brand
has taken on new meaning because the packaging has changed. Hence, by doing
so, Coca-Cola life will not lose their loyal customer who will inevitably switch to
another brand and can attract customer who has switched to other brand as well.
Moreover, identifying neglected segments base on demographic variables. In order
to boost up a brand, many organizations have focus on to new customer group.

Coca cola life has been overlooked by athlete and people with active lifestyle as
previously its targeted market is health-oriented consumer. By having a new brand
image, Coca-Cola life need to do ad camping during sports match or advertising its
new product by using athletes as the brand ambassador to symbolic the drink as an
isotonic drink that is suitable to boots up energy and rehydrate. Through promoting
the brand, it can reach the market and can boost up its sales
Lastly, attracting new group of customers is one of the strategic in revitalization of a
fading brand. By targeting new audience, it can increase the sale of a brand. In the
situation of Coca-Cola life, it might change it targeted audience from health-oriented
to people who is active in sports as isotonic drink is designed to meet athletes need.
Also, not only athletes, Coca-Cola life can change its target market to people who
has diabetes as they need isotonic drink after exercise intensively. Isotonic drink
may help them to replenish the lost fluid and avoid hypoglycemia. (Easaw-John,
2006).
In conclusion, by doing revitalizing strategy it is an essential to the success of
product and can bring a product that has be mature brand very much alive in market.
References
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https://www.aptonia.co.uk/advice/what-use-isotonic-drinks-tp_2431
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https://www.beveragedaily.com/Article/2017/04/07/Coca-Cola-Life-axed-in-
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Easaw-John, M. (2006, Sep 17 ). The Star. Retrieved from Thestar.com.my:
https://www.thestar.com.my/lifestyle/health/2006/09/17/questions-about-
isotonic-drinks

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https://businessjargons.com/brand-revitalization.html
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