Mr. Mcgill
Ryan McGill
Jones International University
BBA 304: Marketing Management
Assignment 4.3: Case Study — Coke Zero: Do Real Men Drink Diet Coke
1).
Diet coke is targeting a more health-conscious consumer. Due to the color and name diet it mainly portraits to women since they are the biggest gender caring about dieting in today’s society. The main target for diet coke would be demographic segmentation.
Coke Zero is targeted more at men trying to stay away from calories but not wanting to sacrifice taste. Diet Coke isn’t manly enough for most men to drink, also because men don’t want something that tastes like a diet drink. Benefit segmentation is mainly focused for Coke Zero.
Diet Coke Plus is similar to Coke Zero with the exception of vitamins and minerals and a sweeter taste than Diet Coke. This would be targeted at a health-conscious consumer that wants a sweet healthy drink since most health drinks aren’t very sweet. Benefit segmentation is mainly focused for Diet Coke Plus.
Coke Blak is targeted at an older sophisticated group of people such as the X,Y Generation or even Baby Boomers. Since Coke Blak has a coffee essence to it the targeting market prefers a form of caffeine consumption and wants a more twist on drinking coffee that doesn’t mind paying a bit more. The focused demographic segmentation would be aimed at a psychographic and demographic segmentation.
Full throttle blue demon is more specifically focused on gender and race due to the masculine name and agave taste making it appeal to Hispanics or races preferring an agave taste and energy. This would be more aimed at a demographic segmentation because the price is a bit more due to it reflecting an energy drink and it is more focused on an ethnicity.
2).
Analysts are right that cannibalization will take place and soft drink companies should bring in new customers to avoid cannibalization. The problem is for Coke the soft drinks are already on the market and they should have
Jones International University
BBA 304: Marketing Management
Assignment 4.3: Case Study — Coke Zero: Do Real Men Drink Diet Coke
1).
Diet coke is targeting a more health-conscious consumer. Due to the color and name diet it mainly portraits to women since they are the biggest gender caring about dieting in today’s society. The main target for diet coke would be demographic segmentation.
Coke Zero is targeted more at men trying to stay away from calories but not wanting to sacrifice taste. Diet Coke isn’t manly enough for most men to drink, also because men don’t want something that tastes like a diet drink. Benefit segmentation is mainly focused for Coke Zero.
Diet Coke Plus is similar to Coke Zero with the exception of vitamins and minerals and a sweeter taste than Diet Coke. This would be targeted at a health-conscious consumer that wants a sweet healthy drink since most health drinks aren’t very sweet. Benefit segmentation is mainly focused for Diet Coke Plus.
Coke Blak is targeted at an older sophisticated group of people such as the X,Y Generation or even Baby Boomers. Since Coke Blak has a coffee essence to it the targeting market prefers a form of caffeine consumption and wants a more twist on drinking coffee that doesn’t mind paying a bit more. The focused demographic segmentation would be aimed at a psychographic and demographic segmentation.
Full throttle blue demon is more specifically focused on gender and race due to the masculine name and agave taste making it appeal to Hispanics or races preferring an agave taste and energy. This would be more aimed at a demographic segmentation because the price is a bit more due to it reflecting an energy drink and it is more focused on an ethnicity.
2).
Analysts are right that cannibalization will take place and soft drink companies should bring in new customers to avoid cannibalization. The problem is for Coke the soft drinks are already on the market and they should have
References: Lamb, C. W., Hair, J. F., & McDaniel, C. (2013). MKTG (6th ed.). Mason, OH: South-Western, Cengage Learning. Chapter 8. Sullivan, T. Vu, D. DiSalle, J. McDevitt, K. (2009). Consumer Preferences Among Coke Zero, Diet Coke, and Coca-Cola Classic. Retrieved June 28, from trey-sullivan.com/images/CocaCola.docx