Case Study 1
1. Describe the specific of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic segmentation is each product’s marketing most likely to include?
Diet Coke’s primary target market is generally females; mainly targeting females that are ranging 25+ years. She is confident, ambitious, and self assured. She is balancing family, friends, relationships, and career. And above all she LOVES her diet Coke. Their secondary target is anyone that enjoys a low calorie pick-me up, according to Coca-Cola. Diet Coke is for people who want great tasting refreshment with less than one calorie per 100ml. Diet Coke Zero’s target market is men up to age 45 or so who want a zero-calorie drink without the perceived girliness of Diet Coke. The coca-cola blak plus, a sweeter version of diet coke fortified with vitamins and minerals, was introduced in 2007 and the target market was consumers who were concerned about their nutrition. The consumers targeted by coca-cola blak were the more complex older generation who are willing to spend more on this product, a cola with coffee essence Full Throttle Blue Demon is a great, crisp beverage alternative for guys, ages 20 to 30. The beverage is formulated to help guys get through their busy workday. The Coca-Cola Company decided to target blue collar Latino men 20 to 30 years of age with a new energy drink. For inspiration they relied on the Blue Demon, a Mexican luchador (wrestler) and movie star. In almost two years, Full Throttle Blue Demon has nearly doubled in volume from the company executives’ original projections.
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...
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