...Arman Ibric CC: Coke Zero DATE: July 1,2012 SUBJECT: Case Assignment The Coca-Cola Company has opened up many different types of different Coke drinks so that each can appeal to a certain target market. Types such as Diet Coke which at first was meant to appeal to younger women you were trying to lose weight. But recently it has been used by men 18-34 as well who were trying to stay more on the healthy side and who were going away from the normal Coke. Coke Zero is now marketed towards men without using the word “Diet”. It also changed its packaging to black and silver in 2007 and are spending more money into it than any other brand its size hoping it will over sell such as Coca-Cola Class and Diet Coke. Diet Coke Plus is another brand that coke is trying to grow. Diet Coke Plus was created so that more healthier customers who are looking towards nutrition would buy it. Diet Coke Plus is a sweeter version of Diet Coke but with vitamins and minerals so that the healthier consumers would feel better drinking it. Next, Diet Coke Black was created. It was a Cola with a coffee essence created for older, more sophisticated consumers who were willing to pay more money for it. Lastly, Full Throttle Blue Demon was lastly introduced. Its an energy drink with am agave azule flavor designed to appeal to Hispanic men. Each type of demographic segmentation is most likely to include men into it. This is because there is such a wide gap between males 18-34 years of age and Coke has yet to figure...
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...Coke and Christmas Ask a child about Christmas and the response you will get will most likely have to do with the man that supposedly travels from the North Pole in a sleigh pulled by reindeer, that goes down there chimney, and brings them presents, Santa Clause. But how did the image of this jolly old man come about? The truth is from the advertisements of Coca-Cola. And as the years went on, Coke’s Christmas advertisements continued. An advertisers goal is to attract consumers to their products. One way they do this is using specific calendar events to tie the product in with, including special events and holidays. For example, the candy producers Nestlé, Mars, and Hershey have made great profits around the time of certain holiday’s, such as selling candy hearts around Valentine’s Day and chocolate eggs around Easter. “The kings of candyland – Nestlé, Mars, and Hershey – have been able to ‘own’ these holidays during which they sell special candy at full retail price. In fact, seasonal sugar accounts for most of these companies’ profit, with Easter far in the lead with sales of more than half a billion dollars” (Twitchell 104). But the greatest “advertising time-bomb” (Twitchell 104) is when Coca-Cola decided to use Santa Clause, around Christmas time, in their advertisements. In the 1800’s, Clement Clarke Moore and Thomas Nast created the first images of Santa Clause. Moore wrote a poem called, “The Visit From Saint Nicholas,” for his daughters that ended up being...
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...reputation and secondly, the company made no attempts to seek additional alternatives to prove their innocence. The law suit is extremely significant to the Colombians, for it sets a standard and position of the unions in their country. As quoted from cokefacts.org "If we lose this fight against Coke, First we will lose our union, Next we will lose our jobs, And then we will all lose our lives!" (SINALTRAINAL Vice President Juan Carlos Galvis) The case shines a negative light on Coca Cola in the eyes of Colombian citizens as it shows that the company does not favor unions. This could cause rather serious consequences, such as a decrease in demand, adverse attitude from current employees and serious reconsideration from future work applicants. How a company treats its employees reflect a great deal on the corporate culture, and the fact that Coca Cola was accused to have utilized crude, ruthless external forces in attempt to crush a union puts them in a bad position. Furthermore, the company failed to remedy the situation besides constantly denying the accusations. Although the court dismissed the case because it has no substantial origin within the United States, the killer coke case was hard to be dismissed from the minds of people. Stakeholders should be aware of the fact that they need to address the issue of labor rights in their plantation in a way that satisfies the Colombian worker and prove to the rest of the world that Coca Cola is committed to fostering a safe and...
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...Case assignment: 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? Coke Zero for customer who are becoming more health conscious customers of regular carbonated soft drinks Diet Coke Plus: Was targeted to consumer who are becoming more health-conscious. Everyone who is concerned about their health but want the product sweeter Coca-Cola Blak Was targeted to more sophisticated consumers who are willing to pay more. People who more busy and on the go. Full Throttle Blue Demon this product was designed for Hispanic men. The men who want a more Hispanic taste like enjoy alcoholic beverages. 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? The products that will be lost customers will be the Diet Coke because it taste same as consumer isn’t going to pay for the same or even more for a product that taste similar. 3. Why do you think...
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...Introduction The purpose of the report is to give recommendations on what Coke Zero must do in the way of altering their current marketing mix to expand and grow their product and brand. 2. Summary The outcome of the report is to identify what parts of the marketing mix need to be altered to meet the needs of the critical success factors. 3. Coke – The Company Coca Cola have evolved over the last century into a multinational leading manufacturer, distributer and marketer in the soft drinks industry that currently operates in over 200 countries (Coca Cola 2013). Based in Atlanta, Georgie, the Coca Cola company sells more than 400 different brands that produce over 3000 different products include Coke Zero. Coke Zero is a zero sugar drink introduced in 2005 and is designed to taste exactly the same as regular Coca Cola. It was primarily targeted towards the young male audience of ages 16-24, because Coca Cola realised that young men didn’t want to purchase drinks that had the word “diet” in. This was due to diet drinks being seen as feminist to this target market. Coke Zero biggest current competitor is Pepsi, Pepsi have their own zero sugar drink “Diet Pepsi”. Coca Cola holds a much larger market share than Pepsi with over 50% in the global market. (IBTime 2013). However this is not the case for the Middle Eastern and Asian markets where per capita consumption is higher for Pepsi than Coke (Tamara Rutter 2013) 4. Coke – Critical Success Factors “Critical success factors (CSFs) refer...
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...Obstacles Faced by Coke The environment in which The Coca-Cola Company operates in is extremely dynamic. The environment is difficult to predict and control due to the global nature of the operations. The Annual Report (2006) lists risks, such as worker strikes, work stoppages, and the chance a distributor falls on harsh economic times. Another reason the company’s environment is tremendously dynamic is due to the nature of their raw materials. Climate changes may impact the price of the materials they need to obtain and, in turn, affect the cost of production. The company has received plenty of criticism for its operations in India, with claims that they cause a great deal of pollution and have damaged local water supplies. The negative publicity received from its operations in India and the actions of its bottling partner in Colombia has led to boycotts of Coca-Cola products on some campuses. In some parts of the world, clean water is becoming increasingly hard to come Coca-Cola sales in India declined 11 per cent in the third quarter of 2003 due to allegations that its soft drinks contained a high level of pesticides. In October 2000, a shareholder lawsuit was filed against Coca-Cola with the charge “Forcing some bottlers to purchase hundreds of millions of dollars of unnecessary beverage concentrate to make its sales seem higher”. Investors claimed that Japanese bottlers were forced to take excess syrup to boost sales, a practice called channel stuffing. The method...
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...Physique means the part of the brand‘s physical features. The people’s minds can be evoked when the brand name is mentioned. Kapferer argued that this aspect has to be considered the basis of the brand. Coca-Cola Zero’s bottle can be easily recognized even people eye closed. The bottle design with a typical color: black. There are d Personality Personality means the brand’s character. Enjoying a Coca-Cola Zero is “enjoy everything” which is the main slogan of the Coca-Cola Zero. It means that allowing ourselves to meet each moment in the present. Culture Culture means the system of value and basic principles on which a brand has to base its behavior. Coca-Cola Zero represents a heavy lifestyle, being social when you are drinking a coke. American values and the American dream are sharing by the Coca-Cola Zero. Self- Image Self-image means kind of a mirror the target group holds up to itself. All kind of media are communicated all the time by Coca-Cola Zero. The organization always wants to increase its community and push all boundaries. The brand of Coca-Cola Zero is reaching a heavy image via a good communication process. Coca-Cola Zero is always adapting its strategy to face the competitor. Customer reflection Customer reflection means the stereotypical user of the brand and is the source for identification. Coca-Cola Zero describes the customer base as old man with values such as heavy, sport and friendship whereas the group target is much broader. It’s a brand...
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...of case 1. Diet Coke: It seems to be common that only women drink diet coke since it has less calories, low sodium, and low carbs than the original Coke. There are only a few males that drink diet coke compared to the large amount of females that drink it. Diet coke would be based on gender segmentation. Coke Zero: This product is more of a young male drink. Although it doesn’t have sugar and the calories people tend to like the artificial sweetener, which makes it drinkable. I personally don’t see a difference in drinking Coke Zero or Diet Coke, both tastes the same to me. Males didn’t want to be seen drinking Diet Coke so they prefer drinking Coke Zero. This product would fall under gender and age segmentation. Diet Coke Plus: Diet Coke Plus would also be considered a female drink since its part of the Diet Coke family. This product is for the females who are concerned about health and nutrition as well as losing weight. Diet Coke Plus would be considered gender segmentation. Coca-Cola Blak: This product is especially for older Males and Females who are more sophisticated and are willing to pay a little extra. Coca-Cola Blak would be age, gender, and income segmentation. Full Throttle Blue Dragon: This energy drink is an attraction for young Hispanic males who want a little kick to the energy drink. This product would categorize under age, gender, and ethnic segmentation. 2. Coke Zero is most likely to affect sales of Coke and Diet Coke with selling more than...
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...Study: Coke Zero I highly agree with the statement that “companies should develop products what will bring new customers into market rather than just creating variants on the old” (Lamb et al. 289) because when old products failed, it is an opportunity for the company to invest in different market segments— “a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs” (Lamb et al. 261)—that could potentially increase additional consumers. For instance, Coke Cherry has been the “dog”— a “poor performer [and]it has only a small share of a slow-growth market” (Draft 213)— product line compared to other successful drinks such as Diet Coke, Coke Zero, and regular Coke. Thus, managers must foresee the concept: why continuing to invest in older products that do not produce profits and lose additional money in the investment; hence, why not take the risk of manufacturing new products that could be the “cash cow”—the “dominant business in the industry, with a large market share” (Daft 213)—in the market? Diet Coke and Coke Zero are the “star”, which have “additional growth potential” (Daft 213) and “will generate profits and a positive cash flow” (Daft 213). Both Diet Coke and Coke Zero are concentrating on the demographic segmentation—“segmenting markets by age, gender, income, ethic background, and family life cycle” (Lamb et al. 265)—by particularly age; therefore, the target market of Diet Coke and Coke Zero is...
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...Coca-Cola Supply Chain Management & Coca-Cola Facebook Analysis Dr. R. LeWayne Johnson Importance of Standardization in Supply Chain Management Supply Chain Management (SCM) according to May School of Business at Texas A&M University is defined as the strategic management of supply chain activities to maximize customer value and achieve a sustainable includes all the activities that must take place to get the right product into the right consumer’s hands in the right quantity and at the right time – from raw materials extraction to consumer purchase. SCM focuses on planning and forecasting, purchasing, product assembly, moving, storage, distribution, sales and customer service. SCM professionals are involved in every facet of the business process as they strive to achieve a sustainable competitive advantage by building and delivering products better, faster and cheaper.The importance of an organization’s supply chain is driven by the degree that the flow of goods from one destination to another destination is cost effective and timely to the business needs. An additional metric that determines the importance of an organization’s supply change is if the organization realizes profit from the supply chain. Supply Chain consists of many trading partners, from raw materials to finished products. A typical supply consists of several collaborative units such as (a) supplier, (b) manufacturer, (c) wholesaler and, (d) retailer. each party consists of 5 logistics activities...
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...MGT 4630 Developing New Product and Services Coke Zero study by Antonio Cardoso M9820394 The aim of this report is to critically evaluate a new product that has been launched in the last 10years. The report will assess the performance of the new product, the strategy and process used by the company in developing and launching the product and to see if it was successful or not. What is a new product and what is a new product development process According to Crawford and Di Benedetto (2011) a new product is one that is either new to an organisation or a market and that it can be broken down into the following categories They go on to suggest that a new product goes through the following stages 1. Opportunity Identification and selection 2. Concept Generation 3. Concept/Project Evaluation 4. Development 5. Launch New Products Management Tenth Edition Crawford and Di Benedetto (p30, 2011) It is worth noting that the text goes on to say about the above processes that “the activities are not sequential but overlapping and it is not implied that one phase must be completed before work can begin on the next one” . I’m expecting my analysis of a real world product will not only show that the process overlaps but that it is more flexible/agile. I think that two phases can be completed at the same time, or that in some circumstances or possibly for certain products that the new products team might go from phase 1 to 2 to 4 and then possibly back to 2 before returning...
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...Study: Coke Zero When a couple of marketing managers for Coca-Cola told lawyer 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 room to capture the reactions of several unsuspecting lawyers who had been asked to consider the case, including an immigration lawyer who was asked if he could get the Coke Zero marketing head deported back to Canada. Coke Zero Immigration Lawyer Ad - YouTube The short videos were strategically placed on websites such as to promote Coke Zero as the hip, new alternative to Diet Coke for men. The Coca-Cola Company knows it has to be creative if it's going to sell more pop after sales dropped two years in a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, “Consumers are becoming ever more health-conscious, and the image of regular carbonated soft drinks is deteriorating rapidly.” In an attempt to appeal to consumers concerned with nutrition, Coke introduced Diet Coke Plus...
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...Case: The Classic Cast of Coke Classic: Fizzled Decision Making Using the analytical model of decision making I think the process unfolded to decide to change Coca-Cola’s formula by first maybe thinking about a way to perhaps make more money in the future. So they might of diagnosed the problem by comparing their current performance to future expected performance as determined by plans and forecasts. So that was the first step. Second, they generated alternative solutions to the problem. They maybe came up with several alternatives. Third they evaluated the alternatives. It seems like Coca-Cola’s CEO, Roberto Goizueta, thought that changing Coca-Cola’s formula to a “sweeter, new Coke” could possibly be more popular than the original perhaps. Fourth, it seems like that’s the choice that they made, to replace the original Coca-Cola with a “sweeter, new Coke”. Fifth they implemented the decision by conducting market research, taste tests, and polls for over four years. Sixth they evaluated the decision, but obviously the conclusion was a negative one, because there were tons of complaints and protest groups formed, which further resulted in a class action lawsuit that planned to bring back the beloved original formula, Coca-Cola. Coca-Cola spent some four million dollars on market research for over four and a half years to reduce the uncertainty that surrounded its decision to change the formula. The decision could not be made readily, obviously. So with that being...
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...Environmental issue Bottling operation is always a big problem for Coke Company since it causes huge environmental issues, especially in India. Environmental degradation in the form of depletion of the local ground water table due to the utilization of natural water resources by the company poses a serious threat to many communities. In March 2004, local officials in Kerala shut down a $16 million Coke bottling plant blamed for a drastic decline in both quantity and quality of water available to local farmers and villagers. Further, a scientific study requested by the court found that while the plant had "aggravated the water scarcity situation," the "most significant factor" was a lack of rainfall. Critics respond that Coke shouldn't be locating bottling plants in drought-stricken areas. In Plachimada, Coca-Cola is allegedly responsible for creating problems for communities by creating severe water shortages and polluting the groundwater and soil, destroying farms by draining them out completely. The plant here used about 900,000 liters of water in 2004, about a third of it for the soft drinks, the rest to clean bottles and machinery. It is drawn from wells at the plant but also from aquifers Coca-Cola shares with neighboring farmers. The water is virtually free to all users. These farmers who have been protesting say their problems began after the Coca-Cola factory arrived in 1999. In addition, in Mexico, citizens are indirectly forced to drink Coca-Cola...
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...1. What do you think is the most important emerging issue in the design of work? I think the most important issue in the design of work is the sociotechnical system. Sociotechnical systems (STS) in organizational development are approaches to complex organizational work design that recognizes the interaction between people and technology in workplaces. The term also refers to the interaction between society's complex infrastructures and human behavior. In this sense, society itself, and most of its substructures, are complex sociotechnical systems. Sociotechnical systems theory is theory about the social aspects of people and society and technical aspects of organizational structure and processes. Here, technical does not imply technology. "Technical" was a term used in those times to refer to structure and a broader sense of technicalities. Sociotechnical refers to the interrelatedness of social and technical aspects of an organization. Sociotechnical theory therefore is about joint optimization, with a shared emphasis on achievement of both excellence in technical performance and quality in people's work lives. Sociotechnical theory, as distinct from sociotechnical systems, proposes a number of different ways of achieving joint optimization. They are usually based on designing different kinds of organization, ones in which the relationships between socio and technical elements lead to the emergence of productivity and wellbeing. Sociotechnical refers to the interrelatedness...
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