| Coca-Cola Zero Sugar: The Value Cycle during a Relaunch - Teaching Note |
| 作者姓名：Gaganpreet Singh; Sandeep Puri; Sharad Sarin; |
| 商品類型： | 商品編號：8B17A009 |
| 出版日期：2017/02/28 | 內容長度：9 頁 |
Teaching note for product 9B17A009.
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| Coca-Cola Zero Sugar: The Value Cycle during a Relaunch |
| 作者姓名：Gaganpreet Singh; Sandeep Puri; Sharad Sarin; |
| 商品類型：Case (Pub Mat) | 商品編號：9B17A009 |
| 出版日期：2017/02/28 | 內容長度：7 頁 |
A 2016 consumer survey in the United Kingdom revealed that five out of 10 people did not know that Coca-Cola Zero (Coke Zero) contained no sugar. Many respondents also expected Coke Zero to taste more like Coca-Cola Classic, but found the taste not similar enough. Therefore, Coca-Cola relaunched the product with an ambitious multimillion-dollar marketing campaign that followed a three-dimension value management cycle encompassing value creation, value .....more
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