Case Study

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School of Language and communicationInfrastructure|
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ASSIGNMENT 3Case study : Coke Zero|

Name| : Sun xiaomeng|
Matric Number| : 103907143|
subject| : BASIC MARKETING|
Date| : 29/04/2013|
Lecturer| : Mr. Asokan Vasudevan|

Marks:|
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1.Describe the specific type of consumer that Coca-Cola is targeting with each of the following products : Diet Coke, Coke Zero, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon.

Type of customer for each product:

Diet Coke (no-calorie beverages)

Women who want to lose weight

Coke Zero (low calories)

Men

Diet Coke Plus (sweeter version of Diet Coke fortified with vitamins and mineral)

Young male consumers

Coca-Cola Blak (cola with coffee essence)

Older men

Full Throttle Blue Demon (energy drink with an agave azul flavor)

Hispanic male

What types of demographic segmentation is each product’s marketing most likely to include?
It include gender (women and men), age (young and older), ethnic (Hispanic etc)

Gender:

Diet Coke - Women

Coke Zero - Men

Age:

Diet Coke Plus - Young male

Coca-Cola Blak - Older men

Ethnic:

Full Throttle Blue Demon - Hispanic male

2.Some industry analysts think soft-drink companies should develop products that will bring new customers into the market rather than just creating variants on the old. They warn that products like Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing the number of consumers to Coke Zero?

3.Why do you think that the hidden-camera videos used to promote Coke Zero were an effective way to reach its target market? Do you think a similar strategy with a viral marketing campaign on the internet would appeal to the target market for Diet Coke Plus?

4. Do you think Diet Coke could have...
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