Posted by & filed under Part 1 Business in a Global Environment, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Description: In its quest to slake the world’s thirst, Coca-Cola is intent on making milk a billion-dollar brand. But not just any kind of milk. Coke has joined forces with a dairy cooperative to create Fairlife, which produces a filtered, high-protein, low-sugar, lactose-free designer milk also called Fairlife.

Source: Bloomberg.com

Date: Mar 17, 2016

Link: http://www.bloomberg.com/news/articles/2016-03-17/coke-thinks-designer-milk-could-be-a-billion-dollar-brand

Questions for Discussions:

  • Do you think this product concept will succeed?
  • Do you think the association with the Coke brand will harm marketing efforts?

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