Premium-price Milk in the Company Coca-Cola Essay - 5

Premium-price Milk in the Company Coca-Cola - Essay Example In the dairy case, the milk is also free of lactose, and it will be sold while cold. The production line aims at offering the milk in various versions such as whole milk, fat-free, chocolate, and reduced fat versions. The decision of producing this product came up when the Coca-Cola Company realized that the sales of carbonated drinks continued to decline in the United States. The first issue it aimed to address is the decline in sales of its original product. Another issue is aimed at addressing is the fact that it is produced at a time when most of the consumers are obsessed with all products protein. According to research by NPD Group research firm, approximately 71% of the consumers say that they want more of the proteins in their diet. 3) Analyze some of the key (macro and/or micro) ENVIRONMENTAL FACTORS that resulted in Coca-Cola launching this new product. Note: for this, you will need to read the chapter that deals with the marketing environment. Steve Jones, who is the CEO of Fairlife, made a strong argument when he insisted that though Coca-Cola plays the part of distributing the milk, it does not take any role in the actual production of the milk and that it has nothing to be involved with what occurs on the dairy farms. He adds that people who have been referring to it as Coke Milk should not since it is actually not. The sole job of Coke, according to him, is the distribution of the milk and making sure that the milk is on the shelf. The market analysis and condition for the Coca-Cola’s Fairlife product seem to be somehow favoring while to some extent it is not so much on their side. The opportunity for the company after coming up with this product is that they have very limited competition since this is an uncharted sector. Again, having a good brand name globally, Coke expects to sell its milk product all over the world that  will, in turn, favor the growth.