The value cycle during the relaunch of Coca-Cola Zero

1. Coca-Cola decided to relaunch one of its product variants, Coca-Cola Zero, as a rebranded and reformulated version of the sugar-free cola.

2. The reformulation and rebranding of Coke Zero disrupted its value cycle, making it essential to manage the associated challenges for the launch to be effective.

3. "Tastes more like Coke, looks more like Coke."

4. Value Cration

4.1. Satisfaction that the cutomer recived from the product or service.

4.1.1. Value creation was an ongoing activity in the Coca-Cola business culture.

4.1.2. Coca-Cola´s reference value was derived from from the next best competing alternative traditional soft drink.

4.1.2.1. Included the ability to assist digestion, stop nausea, offer a sugar rush, and sustain concentration.

4.1.3. One of the acknowledged approaches involved mapping customer need against product characteristics.

4.1.3.1. This proces was referred to as the product-needs framework.

4.1.4. Product innovation formed the core of Coca-Cola´s strategy to offer differentiating value to its costumers.

4.1.5. Costumers acknowledged value creation only when product characteristic appropriately match their needs.

4.1.6. One new aspect of the value creation framework onvolved reformulating Coke Zero to make it taste similar to Coca-Cola Classic.

5. Value communication

5.1. The value created was radical, its succesful result need to be effectively communicated among the product´s target market.

5.1.1. Prepare Product Evaluation

5.1.2. Conduct Product Evaluation

5.1.3. Initiate Maintenance Process

5.2. Coca-Cola was available in four major variants; Coca-Cola Classic, Zero, Life, and Diet coke.

5.2.1. Every variants created a unique value proposition and colour coding.

5.2.1.1. Different packaging styles raised confusion among the different target markets..

5.3. Coca-Cola used its value communication to introduce a new one-brand strategy.

5.3.1. Was intented to inform consumers that all the different offerings belonged to one brand; Coca-Cola.

5.3.2. The one-brand strategy was integrated by one-brand packaging that included revitalized graphics and integrated visual identity.

5.3.2.1. By using the official Coca-Cola red colour as a unifying feature across the trademark. This bring all products under one visual umbrella.

5.3.3. The goal was to empower consumers to opt for the Coca-Cola variant of their choice.

6. Value Capture

6.1. The improved value cration and effective value communication acted as vital antecedents for the organization to capture added value.

6.1.1. The actual essence of the added value consisted of the trade between the benefits and the price.

6.1.1.1. Doing both result in higher value and, eventualy, a greater probability that costumer would buy the new product.