Do Real Men Drink Diet Coke?
Coca-cola targets a wide variety of consumers with the different drink and soft drink choices that they make. Women who want to lose weight, or women who want to stay thin are the target consumer for Diet Coke. They are likely to include a woman from Generation X who is young and single, probably middle to upper class, in their marketing for Diet Coke. Coke Zero targets men as the consumer. They want to market this product to men who want a calorie free drink but don’t want something “diet.” Their marketing would likely include a middle class man, also from Generation X, who is single or married without children. Diet Coke Plus targets health conscious people. They are likely to include middle to upper class Generation X, single women to market this product. Coca-Cola Blak targets more sophisticated, older customers, who are willing to pay a little more money for a more sophisticated soft drink. Coca Cola would likely include Baby Boomer, upper class men, without dependent children for the marketing of this product. Full Throttle Blue Demon targets Hispanic men as their consumer. The company is likely include middle class, single or married, Hispanic men for the marketing of this product.
Coke Zero is at risk of cannibalizing such products as Dasani, Diet Coke, Fresca, Glaceau Smartwater and Powerade Zero. The Dasani and Glaceau Smartwater consumers may switch because they may want the flavor of a soft drink. Perhaps these consumers weren’t willing to switch because of the calories in Coca-Cola Classic, or the stigma attached to “Diet” Coke. Diet Coke consumers may switch because of the taste difference. The artificial sweetener is newer and the flavor may appeal to more people. Fresca and Powerade Zero consumers may switch because they prefer the taste of a cola over the taste of fruit flavored drinks, or because they prefer carbonation. These consumers may have settled on the fruity tasting drinks because they don’t like plain...
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