Case Study 1: Coke Zero: Do Real Men Drink Diet Coke?
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?
Diet Coke mainly target women who want to lose weight and this is under Gender Segmentation. Coke Zero is designed for younger men from 18 to 34, who don’t want the sugar and calories in regular soda but don’t like the taste of artificial sweetener. This is fall in the Gender and age segmentation. Diet Coke Plus targets those are more health conscious. It is fall in Gender segmentation. Coca- Cola Blak: It is designed for older men have more money. It is in the gender and income segmentation. Full Throttle Blue Demon target Hispanic Men. This is in both gender and ethnic segmentation. 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?
Coke Zero is most likely to affect sales of Diet Coke Plus because Coke Zero has the same benefits and reaches the target market of Diet Coke Plus. Also, it will affect Coke classis because it has the same taste and no calories compares to Coke classis.
3. Why do you think that the hidden-camera videos used to promote Coke Zero were an effective way to reach its target market? Do you think a similar strategy with a viral marketing campaign on the Internet would appeal to the target market for Diet Coke Plus?
The hidden camera videos used to