case study marketing

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CASEASSIGNMENT: COKE ZERO
.lfen Drink Diet Coke?
couple of marketing managerfor Coca-Cola told attorney Elizabeth Finn Johnson that they wanted to sue theirZero colleagues for "taste infringement,she was baffledShe tried to talk them out of itbut they were determined.They argued thaCoca-Cola Classishould be protected from the age discrimination it would suffer with the introductionof a newer, youngesoft drink that tasted exactlthe same as the originalFrustratedFinn Johnson held up the Coke canshouted"It'noa person! Title VII doesn't cover these things!"What she didn'knowathat the marketing managers were actors. Hidden cameras had been planted aroundmeeting rooto capture the reactions of several unsuspecting attorneys who had been asked to consider the case,includinan immigration lawyewho waasked if he could get the Coke Zero marketing head deported back to Canada.The short videos were strategicallplaced on websites like YouTube.com to promote Coke Zero as the hipnewalternativto Diet Coke for men.
The Coca-Cola Companknowit has to be creative if its going to sell more soda after sales dropped two yearsia row i2005 an2006MorgaStanleanalyst Bill Pecoriello explains, "Consumers are becoming ever more health-nsciousanthe image oregular carbonated soft drinks is deteriorating rapidly.In an attempt to appeal to consumersconcernewith nutrition, Cokintroduced Diet Coke Plus in 2007a sweeter version of Diet Coke fortified with vitaminsand minerals. But whathey really needed was a wato reach young male consumers, and Diet Coke Plusmarketed with
lines lik"Your Best Friend JusGoFriendlier!" wasn't going to do it.
A fenew productappealeto certain male demographics, such as Coca-Cola Blaka cola with coffee essencecreated for oldermore sophisticateconsumers who are willing to pay moreand Full Throttle Blue Demonan energydrink with aagave azule flavor (thinmargaritasdesigned to appeal to Hispanic menHoweverresearch showed thatiere was still a big demographiholtfill ayoung men between the ages of 18 and 34 were abandoning the Coca-Cola brand altogetherThedidn't want althe calories oregular Coke, but they weren't willing to make the move toDiet Cokeeitherwhich has traditionally been marketed to women who want to lose weight.Katie Baynechief marketinofficer for Coca-Cola North Americasays that the men who weren't put offby the=feminine stigmaof Diet Cokoften rejected ianywabecause of its aspartame-sweetened aftertaste. "What we wereseeing before Zero launched wathamore and moryounger people were interested in no-calorie beverages but weren'tgointsacrifice taste," Bayne said"Swhen they got interested in no-calorie, they were like, 'Forget it, I'm not going
DieCoke."
Testing showed that the nam"CokZerowould be an effective way to sell a low-calorie cola to men without. g the word "diet." And advanceiartificiasweeteners made it possible for Coke to finally create a product thattasted morlikthe "Real Thing.So expectations were high when Coke Zero was introduced in 2005 with a bigmarketing pushincluding a commercial that remade the famous 1971 "HilltoplI'd Like to Teach the World to Singad-this timwith rapper G-Love on a rooftop singing that he'd like to teach the world to "chill.Unfortunatelythecommercial didn't catch onand neither did the product it was selling.Despite disappointing sales in the U_S.howeverCoke Zero was an immediate hit in Australiaselling morethan three times the number of cases expected durinits first year on the marketIn the U.S., the packaging was whitesilvermaking it difficult for consumers to sethdifferencbetween Coke Zero and Diet CokeIn Australia, thees and cans were black, making the producstand out on the shelveand look more like the "bloke's Coke" it wasintended to be.ThU.Smarketing team took notice and reintroduced Coke Zero with a black and silver label in 2007Coca-Colis noinvesting more money in Coke Zero than any other brand itsizehoping iwill someday be a megabrand forthe companalongside Coca-Cola Classic and DieCokeChieMarketing OfficeBayne is enthusiastic about the impactmay havothe company. "We do see this apotentialla bit ofa white knightThere's huge opportunitto growhere."I

CASE:COKE
1Describe the specific type of consumer that the Coca-Cola Company is targeting with each of thefollowing productsDiet Coke; Coke Zero; Diet Coke Plus; Coca-Cola BlackFull Throttle Demon.
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2. Some Industry analysts think soft-drink companies should develop products that will bring newcustomers into the market rather than just creating variants on the old. They warn that productslike Coke Aero will cannibalize lost market share from other soft-drink categories instead ofincreasing the number of consumer overall: Which Coke products are most likely to losecustomers to Coke Zero?
3. Why do you think that the hidden-camera videos used to promote Coke Zero were an effectiveway to reach its target market? Do you think a vial hidden-camera strategy on the Internetwould appeal to the target market of Diet Coke Plus?
4Do you think Diet Coke could have been repositioned to change consumersperceptions of itenough to be considered a drink equally appealing to men? Why or why no.
    • Posted: 5 years ago
    • Due: 
    • Budget: $3