Case Coke Cero
Universidad de La Sabana
Mercadeo
Presentado a: Luis Fernando Correa
Presentado por: John Jairo Arango Sánchez 201220119 Sergio Franco Borda 200920863 Vivian Jimena Mesa Torres 201120968
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Miguel Orlando Rincón Latorre 201210277
Case chapter 8
Coke Zero : Do real men drink diet coke ?
Case Analysis
1. Background :
The Coca Cola Company identified that no company was satisfying young men needs. Almost 10 years ago, Coke executives set out to change the by introducing Diet Coke and Diet Coke Plus, and in 2005 they launched a brand that defied the odds: Coke Zero.
The brand 's U.S. sales have consistently increased as the soft drink category has shrunk. Coke Zero has proven that young men would rather "spend" their calories on fast food than soft drinks.
The new product needed to taste a lot like regular Coke, and its packaging needed to evoke a subconscious masculinity. (Black -- good, white -- bad.) And its marketing needed to be a little slapstick and irreverent.
Coca-Cola Zero is a low-calorie (0.75 calories per liter) variation of Coca-Cola specifically marketed to men, who were shown to associate 'diet ' drinks with women.
The Coca-Cola Zero logo has generally featured the script Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case in the geometric typeface Avenir (or a customized version of it). Some details have varied from country to country. The British logo, for example, originally had the "o" taking a spiral form. In the U.S., the letters decline in weight over the course of the word.
All versions of Coke Zero sold in various countries are based on the same flavoring formula, and all are carbonated and caffeinated (except caffeine free). 1 liter of Coke Zero contains 100 mg caffeine. However, the exact
Mercadeo
Presentado a: Luis Fernando Correa
Presentado por: John Jairo Arango Sánchez 201220119 Sergio Franco Borda 200920863 Vivian Jimena Mesa Torres 201120968
-------------------------------------------------
Miguel Orlando Rincón Latorre 201210277
Case chapter 8
Coke Zero : Do real men drink diet coke ?
Case Analysis
1. Background :
The Coca Cola Company identified that no company was satisfying young men needs. Almost 10 years ago, Coke executives set out to change the by introducing Diet Coke and Diet Coke Plus, and in 2005 they launched a brand that defied the odds: Coke Zero.
The brand 's U.S. sales have consistently increased as the soft drink category has shrunk. Coke Zero has proven that young men would rather "spend" their calories on fast food than soft drinks.
The new product needed to taste a lot like regular Coke, and its packaging needed to evoke a subconscious masculinity. (Black -- good, white -- bad.) And its marketing needed to be a little slapstick and irreverent.
Coca-Cola Zero is a low-calorie (0.75 calories per liter) variation of Coca-Cola specifically marketed to men, who were shown to associate 'diet ' drinks with women.
The Coca-Cola Zero logo has generally featured the script Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case in the geometric typeface Avenir (or a customized version of it). Some details have varied from country to country. The British logo, for example, originally had the "o" taking a spiral form. In the U.S., the letters decline in weight over the course of the word.
All versions of Coke Zero sold in various countries are based on the same flavoring formula, and all are carbonated and caffeinated (except caffeine free). 1 liter of Coke Zero contains 100 mg caffeine. However, the exact