------------------------------------------------- Miguel Orlando Rincón Latorre 201210277 Case chapter 8 Coke Zero : Do real men drink diet coke ? Case Analysis 1. Background : The Coca Cola Company identified that no company was satisfying young men needs. Almost 10 years ago‚ Coke executives set out to change the by introducing Diet Coke and Diet Coke Plus‚ and in 2005 they launched a brand that defied the odds: Coke Zero. The brand ’s U.S. sales have consistently increased as the soft
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Instantly.” By displaying such a prominent pop culture icon on the cover‚ it draws the consumer to their magazine. As a reality TV star‚ Kourtney’s lifestyle and habits are broadcasted to a wide audience. Kourtney is known for having an Ayurvedic diet‚ effective exercise regimen‚ and organic lifestyle. Being that this is commonly portrayed in her television show on E! News‚ consumers may purchase this particular health magazine over the competitor’s because they are familiar with her healthy lifestyle
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Pepsi highlights the view of how men are supposed are to always supposed to carry through an “Alpha Male” mentality. In the commercial‚ Pepsi suggests that men can deal with pain but cannot tolerate diet soda. Thus the creation of Pepsi Max‚ “the first diet cola for men”‚ since “Diet Coke” is associated with women (femininity of weight watching). The Pepsi Max commercial presents “typical” masculine characteristics such as being emotionally insensitive and egoistic‚ tough‚ action oriented
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of the leading manufacturers in beverage industry in the world. Coca Cola offers variety of brands such as Coca-Cola Classic‚ Diet Coke‚ Fanta‚ Sprite‚ Dasani water‚ etc. The Coca-Cola brand has been adopted the strategy of global brand. They are considering the world market as single market place and use consistency-marketing strategy for many years. However‚ now the trend is differencing marketing campaign for typical region of the world. “They had created an entity called Venturing and Emerging
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the Coca- Cola Company is targeting with each of the following products: Diet Coke‚ Coke Zero‚ Diet Cola‚ Plus‚ Coca- Cola Blak‚ and Full Throttle Blue Demon. What types of demographic segmentation is each product’s marketing most likely to include? The Coca- Cola Company has many different types of products that are marketed towards certain demographics. One of Coca- Colas most popular carbonated drink is Diet coke. Diet Coke is marketed to consumers concerned with nutrition and looking for a
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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 towards the male population. Two products Coca-Cola produces is Diet Coke Plus and Coca-Cola Blak‚ each of these products uses psychographic segmentation. Instead of marketing to a gender they are marketing to lifestyles. Diet Coke Plus is marketed to those that are concerned about
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that the Coca-Cola Company is targeting with each of the following products: diet coke‚ coke zero‚ coke life. Answer: Diet Coke was introduced to target the market of women. In the process of its development‚ it really targets more female consumers than male. Specifically‚ women who want a healthier life and a low-calorie drinks really love Diet Coke. In the later period‚ Coca-Cola Company introduced a sweeter version of Diet Coke which is targeting the male consumers who want lower-calorie‚ healthier
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carbonated beverages has consistently been decreasing over the past few years due to health concerns‚ the attraction to diet beverages has boosted due to the idea of it being a healthier alternative to full-calorie sodas. Perceived as a feminine beverage‚ diet soda has been one that is hard to market to male audiences who view it as a threat to their sense of manhood to be seen with a diet cola. With that being said‚ Dr. Pepper TEN is Dr. Pepper Snapple Group’s attempt to prove to men that there is a low-calorie
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their product. The word diet is associated with women so men are not willing to buy Diet Coke. Therefore‚ the company has built their strategy different from Diet Coke to target young men. In short‚ the product differentiation of “Coke Zero” is as below: The company offers “zero calories‚ real taste” that creates flavor category within the target market. Young men has become more health conscious and they love coke taste without sugar but they did not like word Diet‚ so the company marketers
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Background of the problem 5 Research Question 6 Objective of the research 6 Chapter 2: Literature review 7 Secondary data study 7 Behavioral Intention 7 Brand Loyalty 10 Product Feature 11 Advertisement 12 Social Trend 14 Conceptual Framework 15 Research Hypotheses 16 Chapter 3: Methodology 17 Type of research 17 Research Design 17 Exploratory Studies 17 Descriptive Research 18 Problem Discovery and Definition 18 Planning Research
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