Case Study ??” Coke Zero: Do Real Men Drink Diet Coke Essay Example

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 developed drink products without so many of the same benefits to drinking them such as Diet Coke, Diet Coke Plus and Coke Zero. Diet Coke and Diet Coke Plus are most likely to lose the most sales to canobolism due to the same and better benefits in Coke Zero. The only way Coca Cola can entice new customers is to come up with new benefits that do not intercede with the existing ones.

3). The hidden cameras used to promote Coke Zero were an excellent marketing technique created by the marketing managers. If one person is responsible for the whole idea that is a true thinker. What a great way to raise sales on a product that is in decline of sales. The target market for Coke Zero was mainly health conscious-consumers since that is the new trend on people’s minds these days. This target is very internet savvy. Why wouldn’t creating a funny skit using hidden cameras and posting it on internet sites mostly visited to promote a message for the target market of the product work? If you don’t know that’s because it would and did.

Technology really becomes marketing manager’s jobs somewhat easier. Diet Coke Plus’s target segment is similar and appeals to the same target segment as Coke Zero so of course a viral marketing campaign should be implemented, it worked for Coke Zero. You could do this with

other Coke products but you would need to make sure the target segment wouldn’t be offended or have a problem with it. The most important thing to keep in mind in doing this with other products is matching the viral marketing campaign with the target segment.

4). I don’t believe Diet Coke could reposition to change consumers perceptions, making it appealing to men. Diet Coke can’t put more emphasis on the calories since Coke Zero wins hands down. Taste, calories, and packaging are all factors towards appealing to men but calories are already out of the question of changing the perceptions of male drinkers. Taste is out of the question unless they change Diet Coke entirely because Coke Zero tastes more like Coca-Cola and Diet Coke brings a bad after taste. Diet Coke could focus on the packaging to improve sales but I believe that would fail. Diet Coke should make their marketing campaign focus on male sports like Gatorade has. It is hard due to the fact that Coke has been targeting females for so long that when they changed to targeting males Coke Zero killed all other Coke products with cannibalization.