Chapter 8

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Krystle Johnson
2/17/2013
Chap 8- Segmentation and Targeting Market

1. Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, 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 (Women who want to lose weight), Coke Zero (Men), Diet Coke Plus (young male), Coca-Cola Blak (Older men), Full Throttle Blue Demon (Hispanic male). It includes gender, age, and sex; 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 overall. Which Coca-Cola products are most likely to lose customers to Coke Zero?

Coke Zero is most likely to affect sales of Coke and Diet Coke would most likely be the product that would beat out coke zero. In the future, companies like Coca-Cola will have to consider new ways of attracting customers into the market if they want to see sales increase.

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?

Hidden-camera video means to show clearly that all kind of people who love coke will purchase one from retailers. This might be also their thinking as that this video is not taken by particular person in front of camera using light sound and with other equipment. Though its promotion they have to show in good...
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