Describe the specific type of consumer that 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 low- calorie drink, specifically men when first introduced. Originally Coca Cola thought to Market the drink towards men, but due to the “feminine stigma” and aspartame- sweetened after taste that turned some consumers against the product . Diet Coke is currently marketed towards women who want to lose weight. Coke zero is designed to target consumers such as younger people. Coke Zero was designed to offer an alternative low calorie drink to people who didn’t really drink Coca- Cola classic or Diet Coke.
Diet coke plus, which is a sweeter version of diet coke is fortified with vitamins and minerals, this drink is marketed towards consumers that want to take in less calories and are health conscious . Coca cola blak, which is a cola with coffee essences is marketed to older, more sophisticated consumers who are willing to pay more. Full throttle blue demon, an energy drink with an azule flavor was designed to market towards Hispanic men. Most of the demographic segmentation that is most likely included in each products marketing for each type of drink is Gender, Age, Income level, and life style.
Each demographic segmentation such as Gender and life style was described while reading about each product. One good example is Diet Coke. Since the word “diet” is used in the product name “Diet Coke” that attracts females because the word “diet” is used, but tended to turn away males, due to the drink having a reputation of a female image. When Coke Zero was created Coca Cola decided to not use the word “Diet” since it would most likely scare away males, who were the target consumer for this new drink. Using Demographic segmentation can really help make or break a product.
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