Do Real Men Drink Diet Coke?
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 Fill Throttle Blue Demon. What type of demographic segmentation is each product’s marketing most likely to include?
All of Coca-Cola products have different type of consumers that are being targeted; coke zero targets a younger generation, mainly for men. Diet Coke is for the healthy conscious individual, mainly marketed for women on a diet. Diet Coke Plus was introduced in 2007, as a sweeter version of diet coke that fortified with vitamins and minerals; diet coke plus was meant to reach the young male consumer. However, it was not successful due to the after taste from the sweetener. Coca-Cola Blak was introduced soon after the Diet Coke Plus was not successful in penetrating the male demographic. It’s a cola with coffee essence created for older, more sophisticated consumers who was willing to pay more. Full Throttle Blue Demon is an energy drink with an agave azule flavor that was created to appeal to a Hispanic man. Coca-Cola Company is concentrating on marketing to demographic segmentation of young men between ages of 18 and 24.
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 such as 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?
Coca-Cola Company has developed multiple variations of “low-calorie” healthy soft drinks. By Coca-Cola producing Coke Zero and investing more money into this specific brand they could lose customers from Diet
Coke and Coca-Cola Blak. Diet Coke is mainly marketed to women who want to lose weight, and knowing...
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