case study marketing – Essay Writers

C
A
SE
A
S
SI
G
N
M
E
N
T: COKE ZERO.lfen Drink Diet Coke?a couple of marketing managers for Coca-Cola told attorney Elizabeth Finn Johnson that they wanted to sue theirZero 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 introductionof a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke canshouted, “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 aroundmeeting room to capture the reactions of several unsuspecting attorneys 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.The short videos were strategically placed on websites like YouTube.com to promote Coke Zero as the hip, newalternative to Diet Coke for men.The Coca–Cola Company knows it has to be creative if it‘ s going to sell more soda after sales dropped two yearsin a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, “Consumers are becoming ever more health–nscious, and the image of regular carbonated soft drinks is deteriorating rapidly.” In an attempt to appeal to consumersconcerned with nutrition, Coke introduced Diet Coke Plus in 2007, a sweeter version of Diet Coke fortified with vitaminsand minerals. But what they really needed was a way to reach young male consumers, and Diet Coke Plus, marketed witho lines like “Your Best Friend Just Got Friendlier!” wasn’t going to do it.A few new products appealed to certain male demographics, such as Coca–Cola Blak, a cola with coffee essencecreated for older, more sophisticated consumers who are willing to pay more, and Full Throttle Blue Demon, an energydrink with an agave azule flavor (think margaritas) designed to appeal to Hispanic men. However, research showed thatiere was still a big demographic hole to fill as young men between the ages of 18 and 34 were abandoning the Coca–Cola brand altogether. They didn‘t want all the calories of regular Coke, but they weren‘t willing to make the move toDiet Coke, either, which has traditionally been marketed to women who want to lose weight.Katie Bayne, chief marketing officer for Coca-Cola North America, says that the men who weren‘t put offby the=feminine stigma” of Diet Coke often rejected it anyway because of its aspartame–sweetened aftertaste. “What we wereseeing before Zero launched was that more and more younger people were interested in no–calorie beverages but weren’tgoing to sacrifice taste,” Bayne said. “So when they got interested in no-calorie, they were like, ‘Forget it, I‘m not going

i l l Diet Coke.“

Te
s
t
ing sho
w
ed tha
t the na
m


C
ok

Z
er
o
” 
w
o
uld be an effective way to sell a low

calorie cola to men without
. g 
t
h
e w
ord 

d
i
et
.
” A
nd ad
va
n
ce

i

a
r
t
i
f
ic
i
a

s
w
ee
teners made it possible for Coke to finally create a product that
t
a
s
t
ed 
m
or

l
i
k

t
he 

Real Th
i
n
g
.
” 
S
o e
xpec
t
at
i
ons w
e
re 
high when Coke Zero was i
n
troduced in 2005 with a big
mark
e
ti
ng 
push

i
ncluding a com
merci
al 
t
ha
t rem
ad
e t
h
e f
a
m
ous 1971 “Hilltop
l
I’d Like to Teach the World to Sing
” 
ad

thi
s t
i
m

w
ith 
rapper G

Love on a r
ooft
op sing
i
ng 
that h
e’d like to teach the world to 

chill.
” 
Unfortunately

the
comm
erci
al 
d
i
dn

t catch on

and n
eith
e
r d
id the p
r
od
u
ct 
i
t w
as selling.
Desp
i
te 
disappointing sal
e
s in 
the 
U_
S
.

how
e
v
e
r

C
o
k
e Zero was a
n i
mmediate hit in Australia

selling more
th
an th
ree ti
mes th
e number of cases e
x
p
ect
ed d
u
rin

i
ts 
f
i
r
s
t y
ear on the market

In the U.S
., 
the packagi
n
g was white
si
l
v
er

m
aki
ng it difficult for consume
rs 
to s
e

th

d
i
ffe
re
n
c

b
et
w
een Coke Zero and Diet Coke

In Australia, the
es an
d ca
ns w
ere black, making the pr
od
u
c

s
t
an
d o
u
t on 
t
he 
s
he
lv
e

and look more like the “bloke’s Coke” it was
i
nten
ded t
o b
e
.
Th

U
.
S

marketing team took notice 
and re
i
n
t
r
odu
c
ed 
Coke Ze
ro 
w
ith a black and silver label in 2007

Coca-
Co
l

i
s n
o

i
n
ve
sting more money in Coke Zer
o than a
ny 
o
t
h
e
r bra
n
d i
t

s
i
z
e

ho
ping i

will someday be a megabrand for
th
e c
o
mp
a
n

al
ongside Coca

Cola Classic and D
i
e

C
o
k
e

C
h
i
e

Ma
r
k
e
ti
ng 
O
f
f
i
c
e

Ba
y
ne 
i
s enthusiastic about the impact
– 
may h
av

o

t
he company. 

We do see this a

po
t
e
n
t
ial
l

a b
i
t ofa 
w
h
i
t
e knig
h
t

There’s huge opportunit

to gro
w
h
e
r
e.
“I

CASE:COKE

1. Describe the specific type of consumer that the Coca-Cola Company is targeting with each of thefollowing products: Diet Coke; Coke Zero; Diet Coke Plus; Coca-Cola Black; Full Throttle Demon.

~

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 Aero will cannibalize lost market share from other soft-drink categories instead of
increasing the number of consumer overall: Which Coke products are most likely to lose
customers 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?4. Do you think Diet Coke could have been repositioned to change consumers‘ perceptions of itenough to be considered a drink equally appealing to men? Why or why no.

"Is this qustion part of your assignmentt? We will write the assignment for you. click order now and get up to 40% Discount"