COCA-COLA: A comparative analysis of successful and failed innovations

Innovation is a key factor in a company's strategy to remain competitive in an ever-evolving market. For a brand like Coca-Cola, innovation is not just about launching new products but also about anticipating and meeting consumer expectations while maintaining its brand identity. However, not all innovations achieve the same level of success.

In this case study, we analyze two Coca-Cola innovations that illustrate these dynamics: Coca-Cola Zero, a global success, and Coca-Cola Clear, a product that failed to establish a lasting presence.
Coca-Cola Zero was designed to meet the growing demand for sugar-free beverages while preserving the original Coca-Cola taste.
In contrast, Coca-Cola Clear, launched in Japan in 2018, aimed to cater to a market that favors visually appealing and health-conscious drinks.
Despite initial buzz, Coca-Cola Clear struggled to retain consumers and was eventually discontinued.

- Enhance the learner's synthetic thinking necessary to compare and contrast the factors behind successful and filed innovations.
- Assess the role of consumer research and market trends in shaping sustainable product innovation, using survey data to evaluate how consumer perception influences the long-term success of marketing strategies.
- Build strategic decision-making capabilities that enable the learner to navigate and manage innovations effectively within a dynamic and competitive market environment.

Innovation - Coca-Cola - Marketing

M1
Executive MS
Cadre

Agoralimentaire

Année de la problématique : 2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 13

Temps d'utilisation : 1h30

Code du secteur d'activité : 15 - Industries alimentaires