Arasp Biparva 0301 Coke Zero Case Study 1 The Coca Cola Company has separate brands that it targets specific markets with Diet Coke is mainly marketed to younger women who enjoy cola but not the calories many of these women also believe that Diet Coke will assist them in weight maintenance loss Coke Zero is essentially the male equivalent of diet coke targeting young men 18 34 who are health conscious but do not like the connotation or aspartame after taste of diet coke According to the case Diet Coke Plus was an attempt to attract young men to the diet coke brand by fortifying it with vitamins and minerals It appears that the diet part of diet coke plus was still too strong to attract the young male demographic that Coke Zero has been able to capture Coca Cola Blak targeted an older demographic of cola drinkers that enjoy coffee essence and the image associated with a premium cola product Full Throttle Blue Demon is an energy drink infused with azul agave that is targeted at young Hispanic men 2 Coke Zero attempts to mimic the taste of Coca Cola Classic while offering the same 0 calorie value of Diet Coke Even though the Coca Cola Company believes that young men are leaving the brand altogether I believe with this mission for Coke Zero Coca Cola will sacrifice Classic and Diet drinkers to Coke Zero Those loyal to Classic looking to be more health conscious will settle for the slightly different taste of Coke Zero Also if Coca Cola s marketing strategy proves effective any young men who prefer Diet Coke will switch to Coke Zero 3 I believe that the hidden camera campaign was effective in reaching young men 18 34 because it completely stepped away from the Diet Coke market As opposed to a happy bubbly and in any way feminine feeling that many men associate with Diet Coke the hidden cameras bring a darker and inevitably masculine aura to Coke Zero The dry humor of the Coke Zero commercial differs from traditional Coca Cola advertisements that portray happy young people dancing and having a good time A similar campaign for Diet Coke Plus may not be as effective because of the strong association with Diet Coke Adding vitamins minerals and another sweetener to the number three most popular soda in the United States is not enough to attract a completely disassociated market segment regardless of the creativity of the ad campaign Coke Zero s hidden ad campaign actually pit the Coke Classic brand against the Coke Zero as a competitor it would be much harder to differentiate products by simply adding a plus to the name 4 I believe that the Coca Cola Company could have repositioned the Diet Coke brand to make it appeal to men If they have been successful in making Coke Zero appealing to men then they may have been able to essentially bottle Diet Coke in Coke Zero bottles and pursue the same ad campaign attracting men and doing their best to not alienate women by making it clear that it was pretty much the same product A change in the name and packaging and slight alterations of the aspartame based formula would still maintain the loyal Diet Coke consumer base who claims to be addicted Attack of the Diet Cokes Such a repositioning could easily attract young males as well
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