05/02/2007 08:21:28 PM 
(3) 
(3) "While the current success of the brand (Coke Zero) in volume terms is beyond dispute, we do not believe it is enough to resolve the core issues Coca-Cola faces: to halt the slide in the carbonated soft drink category and improve Coca-Cola's category share."
Robert van Brugge-Bernstein
CSDs are in massive decline worldwide because people are seeking healthy alternatives.
Coca-Cola has been skirting around the edges without cracking the real problem; they are reducing calories and they are even adding vitamins. They are trying to make the product healthier, but they need to find a way to make a CSD with nothing artificial in it and a reduce the sugar content.
We've already reported on 7-UP's attempt to make this happen.
It makes sense to expand the portfolio into juices and waters, but people would drink CSDs if they were natural and available everywhere- people are already making them.
Some are very succesful.
How hard can it be for someone with the resources of Coca-Cola?
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Good and Evil
Trends tend to move in opposite pairs- so with you get waters and energy drinks. Coke is covering all the zones, but CSDs are still the biggest part of its business and they've got to do everything they can to stop the category slide.
Posted by Edward Cotton on 05/06/2007 01:06 AM
Trends tend to move in opposite pairs- so with you get waters and energy drinks. Coke is covering all the zones, but CSDs are still the biggest part of its business and they've got to do everything they can to stop the category slide.
Posted by Edward Cotton on 05/06/2007 01:06 AM
If you cant beat 'em, join 'em
If "faith popcorn" was asked again to predict the future, might they tell Coca-Cola to start making dasani carbonated?
Posted by Jake Blumenau on 05/07/2007 12:29 AM
If "faith popcorn" was asked again to predict the future, might they tell Coca-Cola to start making dasani carbonated?
Posted by Jake Blumenau on 05/07/2007 12:29 AM
It appears you don't have Flash installed.
coca-cola might not be able to adapt as fast as they might want to, despite their resources. That is, if they made the same mistake they did way back when... in a recent "Martin Lindstrom Video Report" he talked about how "Faith Popcorn was asked by the Coca-Cola Co. to predict how consumers' taste in beverages would evolve in the coming decades. Her answer was "water," which, she predicted, would ultimately outsell soft drinks. Coke back then scoffed at such a notion." I think coke will do best if they attack the rediculiously caffinated beverage market. I mean, if healthy is the wave of the future whats with the recent trend in horribly bad for you drinks? ie redbull, monster, rockstar.