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So Coke, responding to consumer demand for healthier drinks, started bottling healthier drinks. Like Coke Zero, a sugar-free and zero calorie variation of the famous Coca-Cola. Smart move right? Maybe in the short term, but Coke still faces strategic challenges in order to keep its supremacy among the drink industry. I believe Coke should invest in understanding what really matters to consumers as they live their daily lives. Then, Coke should focus its innovation efforts not around new products, but around further embedding itself into consumers' lives. The end result may indeed be new product, but it also may be a new business model...
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