Free Coke Zero Case Analysis Essay Sample
Coca- cola is a global megabrand whose main products are soft drinks. With globalization that has triggered fierce competition, this firm, Coca-Cola faces intense competition hence it has to increase its market share by introducing new products while altering the different compositions of its present brand. More so, the clients are becoming more concerned about their health hence opting for a healthy lifestyle which Coca-Cola has to consider. These threats have made the firm to carry out extensive research and development about its products in the existing market. According to the case study, the diet coke target market was women interested in losing weight since diet coke did not have all the calories in the regular coke. Diet coke was a Coca- Cola brand that mainly targeted the young men who were switching from diet that looked more feminine due to the inclusion of the word diet. The coca-cola blak plus, a sweeter version of diet coke fortified with vitamins and minerals, was introduced in 2007 and the target market was consumers who were concerned about their nutrition. The consumers targeted by coca-cola blak were the more complex older generation who are willing to spend more on this product, a cola with coffee essence, while full throttle blue demon targeted the Hispanic men (case study).
As consumer tastes and preferences change over time, firms in the soft drink industry should adjust their existing products to meet the needs of their existing client base in order to maintain their market share. Since more markets are emerging, they also need to develop new product that will win the emerging markets. By modifying their old products to meet the demands of the existing/ loyal clients, it will remain at a competitive advantage and developing new products will win new loyal clients on the new market niche that are emerging. To achieve the objective of either strategy, Coca-Cola needs to carry out in-depth research in order to make the best decision from the available strategies. The coca-cola brand that will lose customer to coke zero is the coke diet. This is because coke zero is developed as a substitute for coke diet and not a complimentary.
The hidden- camera videos used to promote coke zero were an effective way to reach its target market. This is because this was a plan by the marketing managers to make the audience who were attorneys to understand the importance of introducing the new product, Coke zero. By listening and watching the reactions of the attorneys, different audience would understand the composition and the target market for the product. Additionally, it could be effective since the target market for the product, young men, would be provided with an alternative to the diet coke that appeared more feminine. Lastly, young men, both the x and y generation spend more time on the internet that other generations, therefore, by posting these video clip on the websites, the objective for Coca-Cole would be achieved.
Viral marketing can achieve the desired results of reaching the target market. This is because this marketing depends on the social network potential. Through the internet which many people can access, the messages about this product that offers a nutrition solution to many young people. Considering that many young people internet through the internet which is accessible through their mobile, laptops and desktops, this will yield great results. More so, many young people interact through the social network websites such as twitter, facebook and skype among others. This means that the message about the new product meeting their desired needs will be spread fast and the snowball will grow very fast (Allen, 2008).
Reposition the diet coke could not change the consumer perception and make it more appealing to men. This is because the product appeared more feminine because of the word diet. With increasing competition from new and existing firms in the industry, coca-cola is compelled to carry out extensive market research and development in order to remain a global megabrand. More so, it has to pay critical attention to the nutrition constituent of its products since everyone in the globe is becoming concerning about their health.