Case Study: Coke Zero (Research Paper Sample)

Running Head: CASE STUDY: COKE ZERO
Case Study: Coke Zero
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Case Study: Coke Zero
Question One
For each of the mentioned brands produced by Coca-Cola, definitely we have a group of targeted customers. Diet Coke targets specific women consumers who were concerned with issues to do with nutrition and wanted to lose weight. One thing about Coke Zero is that it is a similar version of Diet Coke in terms of taste and nutritional value. However, it targets men who want to lose their weight. The word ‘Zero’ is used to remove the issue of feminism associated with the word ‘diet.’ Diet Coke Plus is a brand targeting both men and women who want more minerals and vitamins because it is sweetened and fortified by adding the same. The Coca-Cola Blak has coffee essence and targets older but sophisticated consumers who are willing to pay extra for the beverage (Adler, 2007). Full Throttle Blue Demon is an energy drink which has an agave ‘azule’ flavor and is designed to appeal to Hispanic men.
From this presentation, it is notable that Diet Coke will need a marketing strategy targeting women in their middles ages while Coke Zero will target men of the same age. These demographics tend to have issues with their diet and nutrition. Diet Coke Plus will target the young and middle age generation who need mineral and vitamin supplements in their bodies. The marketing of the brand can also target the older consumers. Coca-Cola Blak is a little expensive and will target older men who like coffee but ready to pay more for the drink (Adler, 2007). The Full Throttle Blue Demon, which is an energy drink, will require a marketing plan targeting Hispanic men especially from around 18 to 45 years of age. This demographic knowledge will definitely open the door towards better marketing for Coca-Cola’s new products.
Question Two
According to some experts and industry analysts, soft-drink companies such Coca-Cola and Pepsi need to develop products targeting new customers instead of creating variants of the existing brands. This is because rebranded products will just cannibalize lost markets instead of increasing the market share. Because of this, there are several products capable of losing their customers to Coke Zero as represented above. To begin with, the product is just the same as Diet Coke, only that it tries to remove the aspect of feminism (Adler, 2007). That being the case, the new products will definitely steal consumers of Diet Coke because it will be established they are one and the same thing. This means that Diet Coke will record reduced sales upon introduction of the new Coke brand.
As well, Diet Coke Plus will also be cannibalized by Coke Zero. Many consumers who do not require extra minerals or vitamins will definitely prefer this new brand. Other brands produced specifically for female consumers such as Full Throttle Blue Demon might also reduce its sales because of the newly introduced Coke Zero (Adler, 2007). Therefore it would be necessary to come up with new brands capable of bringing new customers into the market share.
Question Three
The hidden-camera videos used to promote Coke Zero must have been a very intelligent and effective way to help Coca Cola Company reach its targeted customers of the new product. Looking at it keenly, the marketing managers confront Elizabeth Finn Johnson and want to sue the company for ‘Taste Infringement.’ Looking at this statement, the viewer of the video is definitely convinced that the newly created product is just the same as its predecessor.
The only difference is that the above new Coke brand will only be targeting male consumers. This means that more individuals will be willing to give it a try and see whether the statements are true. By so doing people will realize it is the same brand target...