WRITTEN CASE REPORT:
“DO REAL MEN DRINK DIET COKE?”
The Coca-Cola Company knows it has to be creative if it’s going to sell more soda after sales dropped two years in a row in 2005 and 2006. In attempt to appeal consumers concerned with nutrition, Coke introduces Diet Coke Plus in 2007, a sweater version Diet Coke fortified with Vitamins and minerals. Other products like Cola Zero, Coca-Cola Blak, Full Throttle Blue Demon and Diet Cola.
Coca-Cola is now investing more money to Cola Zero than any other brand is size, hoping it will someday be megabrand for the company alongside Coca-Cola Classic and Diet Coke.
Describe the specific type of customer 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.
Type of customer for each product:
➢ Diet Coke (no-calorie beverages)
Women who want to lose weight
➢ Coke Zero (low calories)
➢ Diet Coke Plus (sweeter version of Diet Coke fortified with vitamins and mineral)
Young male consumers
➢ Coca-Cola Blak (cola with coffee essence)
➢ Full Throttle Blue Demon (energy drink with an agave azul flavor)
What types of demographic segmentation is each product’s marketing most likely to include?
It include gender (women and men), age (young and older), ethnic (Hispanic etc)
➢ Diet Coke - Women
➢ Coke Zero - Men
➢ Diet Coke Plus - Young male
➢ Coca-Cola Blak - Older men
➢ Full Throttle Blue Demon - Hispanic male
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...
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