what type of environmental change is this
which of the 4ps do you think is affected by this environmental change
what would you do
how would you know if your strategy would be successful with the target customer
Energy and climate change
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They’re only available in Argentina at the moment, but any success will surely spread the concept of Green Coke to the global marketplace. Marketed as Coca-Cola Life, the plastic bottles are made from 30 percent plant-based plastic and they are fully recyclable. With its 108 calories per 600 ml bottle, the drink itself sits somewhere between Diet Coke (0 calories) and classic Coke (250 calories) thanks to its partial use of the sweetener stevia alongside sugar.
A massive change is in the design, too. Gone is the iconic red background carrying the white script logo; it is replaced by a new green tone to drive home the environmental message they’re trying to convey. It’s debatable how much the colour green signifies such issues anymore, though. We still use green petrol pumps for our unleaded petrol, even though leaded petrol is no longer available – and unleaded petrol is not exactly endorsed by Friends of the Earth. However, Coke’s push for environmentally friendly packaging could have a huge impact on the already troublesome amount of plastic littering the planet.