Principle of Marketing
Mrs. Lauren K Paisley
Case#1: Coke Zero
The Coca- Cola first started or made its debut in 1886 in Atlanta in a pharmacy soda fountain which was sold for 5 cent a glass. The coca product has been enjoyed ever since then. The company continues its long-standing association with athletics events including the Olympic Games and the FIFA World Cup. By promoting such event it helps support the case of promoting Coke Zero.
The Coca-Cola Company segments markets for its products on the basis of demographic information related to customers’ buying and consuming behavior. Common bases of demographic segmentation are age, gender, income, ethnic background, and family life cycle. According to the coke zero case study the specific type of consumers that the Coca-Cola Company is targeting with Diet Coke are women who want to lose weight, which is gender segmentation. Coke Zero was targeted to men, 18 to 34, who don’t want the sugar and calories in regular soda but don’t like the taste of artificial sweetener. The target considered Diet Coke a girl’s drink which had a gender and age segmentation. The consumer then started to become more healthy-conscious, and the image of regular carbonated soft drink is deteriorating rapidly. So the attempt to appeal to consumers concerned with nutrition, Coke introduced Diet Coke Plus in 2007, which I a sweeter version of Diet Coke fortified with vitamins and minerals. The product was targeted to women who want to lose weight and are concerned about health and nutrition which is gender segmentation. Then a few new products appeals to certain male demographics, such as Coca-Cola Blak, a cola with coffee essence created for older, more sophisticated consumer who are willing to pay more which is gender and age segmentation, and Full Throttle Blue Demon, an energy drink with an agave azule flavor (think margaritas) designed to appeal to Young Hispanic men which is age, gender and ethnic...
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