After 125 years of promoting the clean-living American dream style image associated with Coca-Cola, the company has recently announced plans to diversify their product range into alcohol. The new alcopop style drink will launch in Japan in response to a recent surge in demand amongst Japanese consumers for a rival drink called Chu-Hi. Should this move be seen as a surprise given Coca-Cola's dominance of the soft drinks market? This perhaps is a natural extension for their product portfolio but how will this impact upon the brand as it becomes associated with a product that is encouraging consumers (especially younger consumers) to drink alcohol.
A great little article to make use of when introducing the product mix, extension strategies and marketing strategy. [Click image to read full article]