可乐 axes 可口可乐 Life brand as sales tumble

可口可乐 is phasing out 它 s Life brand in the UK less than three years after the troubled product’新数据显示销售下滑。

可口可乐 is to axe 它 s Life brand in the UK from June as sales continue to fall.

可口可乐 Life, which accounts for just under 1% of the company’s trademark sales, has been dogged by poor performance since launching in 2014. 的 product is marketed as a more 自然 alternative to other 可乐 variants as 它 is 甜叶菊提取物部分甜化。

During the year to 18 March 2017, 可口可乐 Life’s volume sales fell 根据《营销周刊》(Marketing Week)看到的尼尔森(Nielsen)数据,以价值计算,其价值下降了73.1%,下降了74.6%。相比之下, 可口可乐零糖飙升 同期为81.2%,价值销售增长56.6%。

的 company said 现在是逐步淘汰Life品牌的正确时机,以便做出更清晰的区分 between 它 s sugar 和 sugar-free options. 的 latter now make up 52% of 它 s UK sales.

营销周 columnist 马克·里特森 质疑创造的智慧 Life品牌在创立之初就被认为是“half-way house”在常规版本和现有的更健康的选项之间。

评论公司’他说,要扩大集团销售额要付出更大的努力:“可乐生活之类的创新不能也不会挽救这一天。”

可口可乐 launched 它 s ‘One Brand’ strategy in March 2015 to bring 它 s product variants under the 可口可乐 master brand instead of being marketed as separate products. 的 公司说 that after pulling the Life brand 它 would focus on promoting the remaining three variants: 可口可乐 Classic, 可口可乐 Zero Sugar 和 Diet 可乐.

推荐的

评论

There are 2条评论 目前,我们也很想听听您的意见。

  1. 皮特·奥斯汀 2017年4月6日

    Good day for 可口可乐 to bury bad news:
    //www.wired.com/2017/04/pepsi-ad-internet-response/

  2. 娜塔莉·西罗斯 2017年4月9日

    可口可乐’s marketing strategy for this product was not well thought out, 和 the statistics provided in this 文章 really back that up. I believe this was a result of not enough research needed on the given market 可口可乐 was entering. I also believe a factor of this would be the branding of the product in general. 的 audience of consumers for 可口可乐 aren’不一定是最注重健康的,因此真实或假糖不能’t really matter. 的y want good taste, 和 will most likely lean towards the classic beverage to get that job done. People who are more health conscious would most likely stay away from 可口可乐 in general due to the fact that soda is soda no matter if there is “natural” sugar or not; soda is not healthy 和 therefore will not be touched for people who are health conscious. Additionally, the branding of the product is not clear. When seeing all the 可口可乐 products all together in a super market for example, you see 可口可乐, Diet 可口可乐, 可口可乐 Zero, 和 then 可口可乐 Life. 可口可乐 life? What does that mean? First glance, a consumer would have no idea what differentiates the product from others 和 let’s face 它 –消费者很懒。您需要使包装简洁明了。总的来说,我认为这是一个好主意,但不一定能很好地执行。

发表评论

搜索任何内容,然后按“ Enter”