New Launch Marketing Plan III Tawanna Davis‚ Trisha Eisele‚ Gail Eluwa‚ and Eugenia Washington MKT/571 July 14‚ 2014 Professor: Melodi Guilbault New Launch Marketing Plan III Executive Summary Coca-Cola continues to be an industry leader in offering and reinventing some of its core drink products in new global markets. The company currently has captured over 50% of the soft drink market and seeks to obtain 55% or better in the next three years. With the introduction of its latest product‚ millions
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to consumers concerned with nutrition‚ Coke introduced Diet Coke Plus in 2007‚ a sweeter version of Diet Coke fortified with vitamins and minerals. But what they really needed was a way to reach young male consumers‚ and Diet Coke Plus‚ marketed with the tagline “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 essence created for older‚ more sophisticated consumers who are willing
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to today’s total of 1.6 billion servings of Coke products consumed daily. The success spawned bottling plants‚ six-pack cartons‚ international distribution—and imitators. By the early 1930s‚ Pepsi‚ created in 1902‚ had survived two bankruptcies and was expanding as well.42 Both companies went decades marketing only one brand‚ but Coca-Cola added Fanta‚ Sprite‚ TAB‚ and Fresca in the 50s and 60s and Diet Coke in the early 80s‚ while Pepsi launched Diet Pepsi and Mountain Dew. Since then‚ both companies
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targeting with each of the following products: Diet Coke‚ 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? Diet Coke’s primary target market is generally females; mainly targeting females that are ranging 25+ years. She is confident‚ ambitious‚ and self assured. She is balancing family‚ friends‚ relationships‚ and career. And above all she LOVES her diet Coke. Their secondary target is anyone that
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amongst teens and especially young adults. After conducting research‚ the beverage giants concluded that the age group between 18 -34 were in need of a beverage that could be more relatable to their generation. According to Dan Dillion‚ Vice-President‚ Diet portfolio‚ “Coca-Cola Zero is exactly what young adults told us they wanted - real Coca Cola taste‚ zero calories‚ and a new brand to call their own (Diggs-Brown‚ B. 2011‚ p.95). Understanding this emerging untapped segment has enabled them to further
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Marketing Case Study: Coke 1) The Coca-Cola company is being very strategic as to who it markets each of its products. For the most part‚ they do not overlap on who they market each product to; instead they are trying to create a brand that can be easily identifiable with one market. The first product primarily uses gender segmentation‚ Diet Coke is for the most part marketed to women who are trying to watch or lose weight. The next product‚ Coke Zero also uses gender segmentation as it is marketed
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Unit 3 P1 – Describe how marketing techniques are used to market products in two organisations. Marketing Marketing is the social progress. It’s about sales‚ prices and quality of the products. Marketing concepts: Sales concept – Where product or service is produced and personal selling and other high – pressure selling techniques are used to convince customers to buy. For example A firm that manufacture doors sells their products to residential householders. Marketing concept
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Objectives: 1. Do Diet Sodas help you lose weight? 2. If so‚ how? If not‚ why? 3. Are there harmful side effects from ingredients in diet soda? Outline: Type two diabetes Metabolic syndrome Risk of heart attack Risk of stroke Diet drinks have an effect that gets you addicted Diet drinks does not help weight loss Diet drinks makes you gain weight The beginning of diet sodas was in 1952. It was designed for diabetics‚ not dieters‚ and distribution remained local. In 1962‚ Dr Pepper
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Corporate Citizenship and the Community what is what is Coca-Cola and citizenship For more than a century‚ The Coca-Cola Company has used its resources to benefit the global community and to demonstrate its leadership to such an extent that the Coca-Cola name has become synonymous with good corporate citizenship. According to a survey carried out by Fortune Magazine‚ Coca-Cola is the most admired company in the USA. The Company believes that it is important to give something back to the communities
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leading beverage organization in manufacturing industry with a history of 126 years‚ operating in more than 200 countries worldwide. Coca-Cola is the world’s most valuable brand in which the company features 15 billion dollars brands that includes Diet Coke‚ Coca-Cola Zero‚ Sprite‚ Fanta‚ Minute Maid and others (The Coca-Cola Company‚ 2006-2012). The company is not a single entity as the organizational operations required cooperation with almost 300 bottling partners globally‚ which is known as the
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