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Coke Zero. Do Real Men Drink Diet Coke
1. The Coca Cola Company has various products that it aims to reach certain categories of consumers. Diet Coke is meant to appeal to women who have major health concerns. Most women have become increasingly concerned with weight gain and soft drinks. Diet Coke Plus is equipped with a variety of minerals and vitamins. It was meant for a young and even more health conscious group of consumers. Other products by the company were meant to appeal to the male consumers such as Full Throttle Blue Demon and Coca Cola Black. Coca Cola Black has an essence of coffee. This feature is designed to appeal to the older, mature and more sophisticated users. They were also considered ready to pay out more for the drink. Full Throttle Blue Demon was designed to attract Hispanic men (Charles, Joseph & Carl, 2009). The demographics each product by the Coca Cola Company is aiming to reach include sex, either male or female, age, either younger or older and race, such as Hispanics.
2. The Coca Cola products that are most likely to lose from the introduction of Coke Zero include Coca Cola Classic and Sprite. With the introduction of Coke Zero as a new product, the existing consumers of Coca Cola Classic will be attracted. This will lead to a massive migration of consumers from other drinks. The fact that Coke Zero is marketed as a younger improved version of Coke Classic will also attract more of the consumers. In addition, Coke Zero is considered a healthier option to Coca Cola Classic and Sprite. With the increasing health consciousness by consumers, more people will switch to drinking what they considered healthy. In addition, the increased spending on Coke Zero and resources used in its marketing will increase its sales at the expense of other products. Coca Cola is spending more on Coke Zero than any other brand (Charles, Joseph & Carl, 2009).
3. The hidden cameras that were used as a tool to promote Coke Zero are an effective mode of reaching the set target market. This mode of marketing helps maintain previous customers and attracts new consumers. This is because it was used to show that Coke Zero was a younger and more appealing product. The perception created by the video that there was ‘taste infringement’ against Coca Cola Classic (Charles, Joseph & Carl, 2009) made Coke Zero distinct from Coca Cola Classic thus giving consumers the opportunity to discover its new taste. It also showed that Coke Zero was completely different in terms of taste and youth appeal from Coca Cola Classic. In addition, the advertisement distribution on the internet reached a wider audience. This created profound awareness on the product by incorporating entertainment and humor in the video. A similar method of marketing Diet Coke Plus will be highly effective. This strategy is especially valuable when marketing a product differentiating it from the rest. It will show a sharp contrast between Diet Coke and Diet Coke Plus, as many people are yet to understand the difference.
4. The repositioning of Diet Coke to appeal to the male consumers was a step in the right direction to the male consumers. This was because men had mixed perceptions about Diet Coke a similar product. Therefore, there was needed to make the product more appealing to the men. This is because men either rejected Diet Coke because of its ’feminine stigma’ or, it has an aspartame-sweetened after taste. The introduction of the name Coke Zero was an efficient method of selling low calorie soda to the male consumers without using the word ‘Diet’ (Charles, Joseph & Carl, 2009). The drink is now more appealing to the male populace because of its re-brand name. It has also changed its image from that of a girly feminine drink to that which suits the man. As a result, more “real men” will now consume the product.
References
Charles, W, Joseph, F & Carl, M. (2009). Marketing. Southwestern: Cengage Learning.
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