Marketing Strategy of Coke Zero

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Coca cola
Coca Cola is the world leading manufacturer, marketer and distributor of non alcoholic beverage. Coca-Cola Zero has been one of the most successful product launches in our history. In 2009, we sold more than 600 million cases globally. As of September 2010, Coca-Cola Zero is available in more than 130 countries.

Brand Positioning
The soft drinks market is dominated by 3 household Coca Cola, PepsiCo and Dr Pepper Snapple. Coke Zero is successful because it was carried to new category – sugar free coke and be first to get into the prospect’s mind. It is filled a need for an underserved consumer -- young adult males, offering to anyone seeking great Coca Cola taste with zero calories. In a world where new products rise and fall all the time, great taste, relevant marketing, strong distribution and loyal consumers have helped Coke Zero to thrive. Coke Zero also has broken new ground with its innovative marketing campaigns. By using irreverent, humorous communication, the brand has established a strong connection with young adult males, a previously untapped market for diet soft drinks. Target Consumers

Coke Zero is appealing to the tech-savvy younger crowd of calorie-conscious consumers therefore the target customers are young adult males and females of age 18 – 34 who respond favourably to “Diet” product. The most of customers were looking for great Coca-Cola taste with zero calories. They don’t have to settle for a taste and they don’t like in order to control calories. They are truly trust sugar free is good for health. Advertising / Creative message

Source & Message

Tasteless Sugar - Message
http://consumermarketing.blogspot.com/2008/02/tasteless-sugar.html

Coke Sues Coke Zero for infringement
http://www.youtube.com/watch?v=pv8YgrqUCVU

The brand also made a big impression during the 2009 telecast of Super Bowl XLIII with a new commercial featuring Pittsburgh Steelers safety Troy Polamalu playing the lead role in "Mean Troy," which...
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