Coke
Xuna Yan
Coke Case
7/12/2015
1. Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: diet coke, coke zero, coke life.
Answer:
Diet Coke was introduced to target the market of women. In the process of its development, it really targets more female consumers than male. Specifically, women who want a healthier life and a low-calorie drinks really love Diet Coke. In the later period, Coca-Cola Company introduced a sweeter version of Diet Coke which is targeting the male consumers who want lower-calorie, healthier, and better tasting drinks.
Coke Zero’s specific consumers are men who want a healthier drinks, but at the same time, they also pursue the classic taste and a cool package of Coke.
The specific type of consumers of Coke Life is people who want a healthy life and also want to enjoy their life such as drinking what they really like.
What types of benefits sought, usage rates, demographics, and lifestyle segmentation is each product’s marketing most likely to include?
Answer:
Diet Coke
Coke Zero
Coke Life
Benefit sought segmentation (segmenting markets according to the benefits they seek from the products)
Consumers prefer a healthier drinks. In order to having a healthy life, they are willing to sacrifice their tasting.
Consumers pursue a healthy life, but at the same time, they want to pursue the great taste like classic taste of Coke.
Consumers can balance their life very well. On the one hand, they experienced a healthier life. On the other hand, they also want to enjoy their life including drinking what they want to drink.
Usage rates segmentation (dividing a market by the amount of product bought or consumed)
The usage rates of Diet Coke is dropping after the introduction of Coke Zero. Diet Coke’s value sales dropped 0.5 percent. (Joseph, 2015)
The usage rates of Coke Zero is higher in many regions. Sales volume is up 34% in North America year to date versus the same period in 2006. (Howard,
Coke Case
7/12/2015
1. Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: diet coke, coke zero, coke life.
Answer:
Diet Coke was introduced to target the market of women. In the process of its development, it really targets more female consumers than male. Specifically, women who want a healthier life and a low-calorie drinks really love Diet Coke. In the later period, Coca-Cola Company introduced a sweeter version of Diet Coke which is targeting the male consumers who want lower-calorie, healthier, and better tasting drinks.
Coke Zero’s specific consumers are men who want a healthier drinks, but at the same time, they also pursue the classic taste and a cool package of Coke.
The specific type of consumers of Coke Life is people who want a healthy life and also want to enjoy their life such as drinking what they really like.
What types of benefits sought, usage rates, demographics, and lifestyle segmentation is each product’s marketing most likely to include?
Answer:
Diet Coke
Coke Zero
Coke Life
Benefit sought segmentation (segmenting markets according to the benefits they seek from the products)
Consumers prefer a healthier drinks. In order to having a healthy life, they are willing to sacrifice their tasting.
Consumers pursue a healthy life, but at the same time, they want to pursue the great taste like classic taste of Coke.
Consumers can balance their life very well. On the one hand, they experienced a healthier life. On the other hand, they also want to enjoy their life including drinking what they want to drink.
Usage rates segmentation (dividing a market by the amount of product bought or consumed)
The usage rates of Diet Coke is dropping after the introduction of Coke Zero. Diet Coke’s value sales dropped 0.5 percent. (Joseph, 2015)
The usage rates of Coke Zero is higher in many regions. Sales volume is up 34% in North America year to date versus the same period in 2006. (Howard,
References: Bouckley, B. (2013, Jun 28). Markets. Retrieved from Beverage Daily.com: http://www.beveragedaily.com/Markets/Coca-Cola-Life-Well-Death-doesn-t-have-quite-the-same-ring Business Daily. (2014, April 11). Retrieved from Nasdaq: http://www.nasdaq.com/article/demand-strong-for-coke-zero-energy-drinks-cm343827 Howard, T. (n.d.). Retrieved from ABC News: http://abcnews.go.com/Business/story?id=3788224 Joseph, S. (2015, May 5). News. Retrieved from The Drum: http://www.thedrum.com/news/2015/05/05/diet-coke-s-sales-dip-product-problem-not-marketing-mishap Lamb, H. M. (2014). Principles of Marketing. Our Products. (n.d.). Retrieved from Coke Solutions: http://www.cokesolutions.com/OurProducts/Pages/Site%20Pages/ProductDetails.aspx?ItemID=309&L2=Soft%20Drinks&ItemTitle=Diet+Coke%C2%AE Products & Ording. (n.d.). Retrieved from MYCCA: https://www.mycca.com.au/products-and-ordering/browse-products/coke-zero