Satisfactory Essays



In 20091, the Coca-Cola Company and its bottling partners have developed a 2020 vision of doubling2 its total revenues to $ 200bn by 2020. As a framework for this 2020 vision, the vision of the Coca-Cola Company focuses on
People: be a great place to work where people are inspired to be the best they can be;
Portfolio: bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs;
Partners: nurture a winning network of customers and suppliers, together we create mutual, enduring value;
Planet: be a responsible citizen that makes a difference by helping build and support sustainable communities;
Profit: maximise long-term return to shareowners while being mindful of our …show more content…

The “We” approach refers to the building of stronger communities through
The economic empowerment of 5 million women entrepreneurs across its value chain by 2020 in order to help women entrepreneurs to overcome barriers that prevent them to succeed in business11;
The compliance with Human and Workplace Rights standards;
Charitable Contributions amounting to at least 1% its operating income annually.

The “World” approach consists of protecting the environment through water packaging climate protection
Sustainable agriculture

Indeed, the Coca-Cola Company has committed to become water-neutral12 by 2020. They plan to give back to communities the same amount of water used in their finished beverage products. They are also investing in recycling programs and “PlantBottle”13 packaging to reduce the carbon footprint of the drink.

PRODUCT DESCRIPTION (Unique Value Proposition, Core product, supplemental features, symbolic and experiential features)

Coca Cola Life is the first soda from the Coca-Cola Company which is naturally sweetened with sugar and Stevia. Compared to a regular cola, it contains a third less sugar and a third fewer calories14. This new product is characterised by a green label and a fully recyclable “PlantBottle” packaging,

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