Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Adidas, Puma, Football World Cup 2006

print page
Tell A Friend

Case Categories

Marketing Strategies / Strategic Marketing Case Study

Case Title:

Coca-Cola: Would its 'Three-Cola' Strategy Work?

Publication Year : 2010

Authors: J Thadamalla, S Chaturvedi, A Syed and V Dadhwal

Industry: Beverages


Case Code: MKS0126IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Coca-Cola Company, a global leader in the carbonated soft drink segment held 47% of the global market. Coke had three brand extensions to its Coke brand - Classic Coke, Diet Coke, and Coke Zero; each targeting three different customer segments - mass, male and female respectively. With the trend of diet drinks overlapping the trend for carbonated soda drinks, Coke Zero gained popularity. But, Coke started facing product cannibalisation among its three brands and promotions were just driving shifts among Cola customers. To solve this problem, Coke devised a 'three cola' strategy in 2006. However, analysts were apprehensive whether this strategy would eventually work for the Cola giant, and clear the brand confusion.

Pedagogical Objectives:

  • To concept of 'brand differentiation'.
  • To evolution of Coca Cola's brand portfolio.
  • To brand cannibalisation problem.
  • To Coca Cola's 'three cola' strategy.

Keywords :  Coca Cola, Carbonated soft drink, Classic Coke, Diet Coke, Coke Zero, Product cannibalisation, Three cola strategy, US beverage industry, Vanilla Coke, PepsiCo, Brand confusion, Brand differentiation, Segmenting, Targeting, Positioning

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap