CASE ASSIGNMENT: COKE ZERO Chapter # 8)
Do Real Men Drink Diet Coke?
When a couple of marketing managers for Coca-Cola told attorney Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for “taste infringement,” she was baffled. She tried to talk them out of it, but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted, “It’s not a person! Title VII doesn’t cover these things!”
What she didn’t know was that the marketing managers were actors. Hidden cameras had been planted around the meeting
…show more content…
Coca-Cola is now investing more money in Coke Zero than any other brand its size, hoping it will someday be a megabrand for the company alongside Coca-Cola Classic and Diet Coke. Chief Marketing Officer Bayne is enthusiastic about the impact it may have on the company. “We do see this as potentially a bit of a white knight. There’s huge opportunity to grow here.”
SOURCES: Jerry Adler, “Attack of the Diet Cokes,” Newsweek, May 14, 2007; “Coke’s New ‘Coke Zero’ Faces Tough Going, UPI NewsTrack, June 13, 2005; Duane D. Stanford, “0: That’s Zero. As in No Calories,” The Atlanta Journal-Constitution, March 20, 2007; “Coca-Cola Co.,” MMR, October 30, 2006; http://www.cocacolazero.com.
Open-ended questions
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 Full Throttle Blue Demon. What types of demographic segmentation is each product’s marketing most likely to include?
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 like 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?
3.
Coca-Cola is the provider of carbonated and non-carbonated beverages that can be found in many homes, businesses, and almost everywhere you go in your daily routine. As follows in this plan, Coca-Cola renovates their concept and strategic focus by adding importance to target segments with new and evolving
A particularly recent cultural trend has created the demand for Coke Life in the market. There are alternative subcultures that are now becoming mainstream. As this alternate is now affecting a large section of society, it can be called a modern culture, with an evolutionary shift of the overall focus of individuals from calories, to healthy consumption.Natural is perceived as being healthy irrespective of calorie content, opening up a new category of cola.The new cultural movement has become mainstream, changing ideas about what is regarded healthy.While continually adapting to an evolving culture, most people still prefer that which feels safe and
Timothy is a 54 year old African American consumer that is content with his life. He prefers to be a follower rather than a leader and is not status conscious. To which segment of the African American market identified by Market Segment Research would Timothy belong?
A single twelve ounce can of regular Coca-Cola contains thirty-nine grams of sugar, and 140 calories, as opposed to the zero on both counts that a can of diet Coke has. Without sugar or calories, it allows people to drink more than one per day, if they aren’t concerned about the large amounts of caffeine, of course. This lack of sugar and calories allows for a clean conscience when ordering a glass of diet Coke at the restaurant while with friends, and for a lower number on the scale. A simple diet shouldn’t keep a person from enjoying a can of
Coca-Cola is shifting its product strategy to develop healthy beverages. “Minnick’s ambitions, if they hold, would utterly redefine Coca-Cola’s image as a purveyor of sugar-laden junk that you should’ve give your kids” (Carvens & Piercy, 2009). Entering a healthy-beverage market segment can potentially improve as well as expand Coca-Cola image. The new market segment will reel in even more consumers for the company, only
Coke is hiring scientists to "merchandise doubt" about the cause of obesity, claiming it has barely anything to do with consuming excess calories (for which sugary drinks of course play a role) and more to do with lack of exercise.
On average, North Americans drink at least one serving of Coke per day (CSPI sc1). With over two million dollars spent every year on advertising and with very
The Coca-Cola Company has enjoyed a long and successful history; however, it has made mistakes. Though success has not always come easy or cheap, Coca-Cola has maintained a large loyal consumer base. As an icon in America and around the world, the company can be credited for listening to and catering to the requests and needs of its consumers. This is why its attempt to launch new flavors must be carefully considered to ensure not only acceptance by the target market, but continued loyalty to the brand.
Coca-Cola’s value proposition is unique in that is has a patented secret formula that others can only imitate. They have over 500 brands and 3500 products worldwide including soft drinks, water, juice, coffees, teas, decaffeinated, low calorie, zero calorie, and energy drinks that meet every kind of thirst need. They usually provide the best sale prices on many different size of drinks. They offer Coke Rewards where individuals can get free drinks, clothing and amusement park tickets.
In an industry dominated by two heavyweight contenders, Coke and Pepsi, in fact, between 1996 and 2004 per capita consumption of carbonated soft drinks (CSD) remained between 52 to 54 gallons per year. Consumption grew by an average of 3% per year over the next three decades. Fueling this growth were the increasing availability of CSD, the introduction of diet and flavored varieties, and brand extensions. There is couple of reasons why the industry is so profitable such as market share, availability and diversity and brand name and world class marketing.
Another important weakness is that the company’s products are seen as a major cause of obesity. (Melser, 2013) The beverage sales are affected by various factors including change in trends and preferences. Recently, beverage sales have fallen because of people’s increased preference for the health drinks. Around the world, obesity is a major problem and the Coca Cola products are seen as a major cause of obesity. As people are getting health conscious they are moving towards low calorie healthy drinks. This affects coca cola’s profitability and popularity. However, the brand can overcome this situation by increasing the number of low calorie products in its brand portfolio. It will need to add more healthy choices for its customers in its product portfolio.
Refer to source and message, Coke Zero recruit real lawyers to sue Coke Zero that using an unexpected approach to reinforce the fact that Coke Zero tastes so much like Coke make people believe it is the same and influence consumers
Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.
As the world changes, Coca Cola has set forth a goal to look ahead to see and understand what forces will face them and cause them to reshape and prepare for changes that are required to continue to thrive as business. They set forth a 2020 Vision in an effort to be ready. This vision provides them with a “Roadmap” for winning, together with their bottling partners. The Roadmap starts with their enduring mission (Coca-Cola, Mission, Vision & Values, p. 1).