Redefining Marketing Strategies for Soft Drink Companies

1. Some industry analysts think soft-drink companies should develop products that will bring new customers into the market rather than just creating variants on the old. They warn that products like Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing the number of consumers overall. Which Coca-Cola products are most likely to lose customers to Coke Zero?

Since Coke Zero is targeting Men, I think that regular Coca-Cola, Diet Coke, and Diet Coke Plus will all lose some of their customers to Coke Zero.

Coke Zero has the word “zero” in it which already sounds a lot better than “Diet Coke” or “Diet Coke Plus”. “Coke Zero” is straight to the point and automatically has the potential customer thinking he (or she) will not be consuming any calories.

2. Why do you think that the hidden-camera videos used to promote Coke Zero were an effective way to reach its target market? Do you think a similar strategy with a viral marketing campaign on the Internet would appeal to the target market for Diet Coke Plus?

I think the hidden cameras were a good idea, but not completely original.

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I also disagree with Coca-Cola company targeting only men – I think they should promote it to women as well. They really do have a great affect when the word “zero” is in it’s name. Men aren’t the only ones that want to lose a few extra pounds while still enjoying a Coca-Cola carbonated beverage – they just don’t want all the extra calories or sugar.

3. Do you think Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men? Why or why not?