Coca-Cola Zero Marketing Case Analysis可口可乐零度的市场分析
可口可乐(coca-cola)品牌分析报告
可口可乐(coca-cola )品牌分析报告1、品牌名：可口可乐(coca-cola )2、企业简介：世界最大的软饮料公司。
公司总部设在美国亚特兰大。
1989年资产额82. 825亿美元，雇佣职工2万多人。
可口可乐公司1919年9月5日在美国特拉华州成立。
1960年进入美国最大的100家工业公司的行列；1983年居第48位。
1960〜1983 年，该公司的销售额、资产额和净收入的年均增长率分别为12.2 %、11.5 %和12. 3 %o 可口可乐公司制造和分配浓缩软饮料和果汁，它的产品可口可乐是从可口和可乐两种植物的叶子和果实中取出液汁制成的一种饮料。
作为该公司主要部门的软饮料每年的销售额约占公司总销售额的80%o软饮料产品占公司总利润的88%o可口可乐美国公司(CoCa-Cola USA是可口可乐公司最大的销售商；该公司食品部制造和销售冷冻、浓缩柑橘和各种果汁、柠檬晶、咖啡和茶。
酒类部门生产和销售各种牌号的酒，主要销于国内市场，是美国第四家最大的酒类生产和销售者；该公司还生产塑料薄膜以及其他消费产品如防臭剂、湿手巾纸等。
可口可乐公司是举世闻名的汽水大王，它在全球各地有500余种产品销售，其中可口可乐、健怡可口可乐、雪碧、芬达四大品牌在全球最畅销汽水前5位中独占4位。
Coca-Cola T告遍天下。
该公司重视国际市场，在外国就地制造，就地销售，获取厚利。
1981年，该公司在国外的销售额占公司总销售额的62%,销售活动分布在145个国家和地区。
在饮料、食品和其他方面，该公司在国外拥有8 家子公司。
在国外的装瓶厂子公司有15家，在美国特拉华州的2家子公司一一可口可乐国际公司和可口可乐出口公司，参加可口可乐公司的出口活动。
3、传播目标：：把可口可乐青春、健康、有活力、有激情文化以名人代言的形式融入到中国文化中，抓住中国重要契机，融入中国市场。
4、旗下产品及其特点：酷儿可口可乐家族里又纯又真的小孩，就象它爱喝的果汁一样。
市场营销相关案例200字
市场营销相关案例200字Marketing Case Study: The marketing industry is constantly evolving, and there are numerous cases that showcase the importance of effective marketing strategies. One such case is the success of Coca-Cola's "Share a Coke" campaign. 2001年，可口可乐首次推出了带有消费者姓名的个性化包装。
这个个性化包装的成功使得可口可乐在年轻人中得到了极大的行销。
通过个性化包装，可口可乐不仅提升了销量，还提升了品牌的认知度和互动性。
Another notable case is the rise of Airbnb, which disrupted the traditional hotel industry with its innovative marketing strategies. Airbnb capitalized on the growing trend of travelers seeking unique and personalized experiences, and positioned itself as a platform for authentic and local stays. In addition to leveraging social media and influencer marketing, Airbnb also implemented referral programs and user-generated content to expand its customer base. 有别于传统酒店行业的市场营销策略，Airbnb利用社交媒体、影响者营销和用户生成内容等策略成功地吸引了更多用户。
可口可令人案例分析 市场营销
Customers‟ reaction to the new Coke
,Coke began receiving sacks of mails and phone calls from angry customers. Some consumers panicked, filling their basements with old Coke. “Old Cola Drinkers” staged protests, handed out T-shirts, and threatened a class-action suit.
ห้องสมุดไป่ตู้
Company‟s reaction
Coca-cola Company brought old Coke back. Coke classic again became the company‟s main brand and the country‟s leading soft drink. New Coke became the company‟s “attack brand” --it‟s Pepsi stopper—and ads boldly compared New Coke‟s taste with Pepsi‟s.
Conclusion
When companies do market researches, they shouldn„t be too narrowly, they need abundance of information. They should take account of consumer‟s feeling、 product‟ name 、history、packaging、 cultural heritage and image.
百事可乐可口可乐的营销案例
百事可乐可口可乐的营销案例百事可乐是全球著名的碳酸饮料品牌，而可口可乐则是百事可乐的主要竞争对手。
两者在市场营销上都采取了一系列的策略和案例。
下面将列举百事可乐和可口可乐的营销案例，以展示它们在市场竞争中的不同策略和成功经验。
1. 百事可乐的"Live for Now"营销活动：百事可乐在2012年推出了"Live for Now"的全球营销活动，旨在鼓励年轻人珍惜当下，勇于追求自己的激情和梦想。
通过与流行音乐、体育和电影等领域的合作，百事可乐打造了一系列具有时尚感和年轻活力的广告和活动，吸引了年轻消费者的关注。
2. 可口可乐的"Share a Coke"营销活动：可口可乐在2011年推出了"Share a Coke"的全球营销活动，通过将消费者的名字印在可口可乐瓶上，鼓励人们与朋友、家人分享快乐时刻。
这一活动在社交媒体上引起了巨大的反响，消费者纷纷分享自己与可口可乐瓶上印有自己名字的照片，进一步扩大了品牌影响力。
3. 百事可乐的体育赞助：百事可乐在全球范围内积极参与体育赞助活动，如赞助超级碗、欧洲足球锦标赛等。
通过与体育赛事的合作，百事可乐成功地将品牌形象与运动、活力和激情联系在一起，提升了品牌在消费者心目中的形象和认知度。
4. 可口可乐的音乐赞助：可口可乐与全球知名音乐节和音乐人展开合作，如与MTV合作的"MTV World Stage"音乐节、与泰勒·斯威夫特合作的音乐巡回演唱会等。
通过与音乐的紧密结合，可口可乐成功地吸引了年轻人群体的关注，提升了品牌的知名度和吸引力。
5. 百事可乐的社会责任项目：百事可乐积极推动可持续发展和社会责任，通过推出可回收瓶包装、减少碳排放、支持教育和环境保护等一系列项目，树立了一个积极的企业形象，并赢得了消费者的好感和信任。
6. 可口可乐的创新产品推出：可口可乐不断推出创新产品，如低糖、无糖、健康饮料等，以满足消费者对健康和多样化选择的需求。
市场调查分析案例（MarketResearchandanalysiscase）
市场调查分析案例（Market Research and analysis case）Case 1At the beginning of 1980s, although Coca-Cola is still in a leading position in the soft drinks market, but due to the Pepsi Co through the years of promotional campaign, to try to show that the consumer tastes more love than sweet taste of pepsi cola beverages, and misappropriation of a Coca-Cola market. To this end, the Coca Cola Co to change the taste of Coca-Cola to deal with Pepsi Cola market misappropriation.The research and development of the new flavor Coca-Cola beverage, Coca Cola Co spent more than two years, invested about 4000000 U.S. dollars of funds, and eventually developed a New Cola formula. In the development of the New Cola formula, the Coca Cola Co carried out a taste test of nearly 200 thousand people, and only the final formula was tested by 30 thousand people. In the experiment, the researchers do not add any logo of the case, the comparison test of new and old Coke, new coke and Pepsi, the test result is: between the old and new coke, 60% of people choose new coke; between new coke and Pepsi, 52% of people choose new coke. Judging from the results of this pilot study, the new flavor Cola should be a successful product.By May 1985, the Coca Cola Co had put the sweet new coke on the market and gave up the original formula. Listed on the new coke at the beginning of a good market, but soon sales flat, starting from angry consumers and the company received more than 1500 calls and a lot of letters every day, a claim to the original coke drinkers held protests, and threatened to restore the original taste of coke or unless submitted to the formula.Otherwise it will propose collective action.Under the original coke consumer pressure, in mid July 1985, two months after the launch in the new coke, the Coca Cola Co to recover the original taste of cola in the market to new coke and coke coexist, but the original coke sales is far greater than the new coke sales.Question: (1) what are the main problems in the marketing research of the new flavor Cola formula?(2) what aspects of market research should be included in the New Cola formulation?1) the main problems of marketing research new coke formula is: first, the research time is short, the audience cannot test lasting preference for new coke formula; second, public research customers often due to the herd mentality and not express a true heart in mind.2) the content of the new flavor cola market research should include: product research, customer research, sales research, promotion research.3) Coca-Cola only stay in the investigation of the flavor of the products and did not see many Americans love Coca-Cola not because of his good taste but because he for many Americans the taste of Coca-Cola on behalf of the American spiritCase twoA company manufacturing products for many years, the past has been policy protection, operation is very smooth, turnover increased steadily, the yield is still good. In recent years, as the market internationalization, diversification of consumer spending habits, resulting in the company in the existing industry market competition into retreat. In addition, the existing operating burden is very heavy, increasing the pressure on the operation. Therefore, in addition to actively carrying out the overall management and improving the physique, the company will actively seek diversification of enterprises and seek new opportunities for enterprises.In many diversification projects, after several extracts, the "land use and development" as a priority plan. However, there are many ways to effectively develop land, such as land sales, construction of buildings, development of recreational industries, construction of large shopping centers, and so on.The company in a metropolitan area has a lot of land has been included in the urban plan, now the company top management decision "building on the land: a large shopping center" with future consumer buying habits of diversified business behavior; the two can generate significant cash flow, increase operating turnover capacity of the company; three continue to maintain ownership of land, the land value-added benefits, before the final decisions, the company decided to conduct a large shopping center market survey ", to help the highest decision-making authority for final decision.Analysis: what are the key points of the market research target of the shopping mall?1. characteristics of consumer groups2. competition in the surrounding environment3. shopping center positioningCase threeThe domestic suit market has many brands and fierce competition, but for the new brand, the market opportunity still exists. Founded in 1996, baoxiniao group for 6 consecutive years has entered the national sales revenue down 10 suits, the leading brand of Angelo was recognized as "famous trademark China". China has become a big country in clothing, but it is not a powerful country in clothing industry. It is mainly manifested in the large number of manufacturers and large output,At the same time, the lack of strong brands, low prices. With the formation of the buyer's market, the strategy of clothing enterprises relying on quantity and quality to dominate the market is no longer effective. Angelo group formed after the creation of the brand has become an urgent task. Brand competition in domestic suit market is fierce. International well-known brands such as BOSS and Zegna occupy the high-end; domestic brands such as YOUNGOR, Shanshan at the end; some regional brands occupy the low-end.After market research, Angelo Mister Wu Zhize said: "men preferred apparel fabrics, imported famous brand new style to attract high-income groups, but low-income groups can notafford to buy, and some strong brand products with first-class quality to win their own consumer groups, but in the tone selection and design change is still it is difficult to meet the high income groups in the pursuit of fashionable male consumers. "From the point of view of segmentation, the price of more than 1800-2000 yuan in the end of the market, there are few people involved. From this point of view, we can avoid the positive competition with the strong domestic brands, and this is also a profitable market.At that time, Angelo well-known in the national market is low. The key to the success of using a star as a brand spokesperson is to select the right spokesperson and make it a carrier for conveying the connotation of the brand through planning activities. Angelo believes that the star endorsement brand, can be delivered to the target consumer brand connotation through personalized communication, establish a well-dressed example. At the same time, the star is also a news figure, which is very helpful for software publicity.According to the experience of enterprises choose Angelo, brand spokesmen should pay attention to three points: 1, brand spokesperson character taste can meet the brand proposition; 2, brand spokesperson appearance and temperament can reflect the brand image; 3, the two sides can very good cooperation in brand promotion activities.Simon Yam has been named Hongkong's ten outstanding men dressed as models, clothing has unique taste, full of modern men's charm. Efforts to build and Angelo is the pursuit of fashion and aesthetic connotation of the brand. Together, strengthen thetarget consumers is a certain taste, cause the relative success, strong economic strength in the sense of belonging to the brand of choice for angelo.The star effect established visibility is fragile, if not continuously transmitted to the outside world brand connotation, strengthen the brand image in the minds of consumers firmly occupy a space for one person, everything will come to naught. Angelo taken according to the brand development stage need to constantly for brand endorsement activities into the new connotation of practice:1, "star + teacher"". In 1999, after the start of brand awareness, enterprises noted that the gap between international brands is mainly reflected in the nuances of product technology. Previously, Angelo millions of annual salary to recruit Italy teacher Antonio as chief technologist. Thus Simon Yam and Antonio such a combination of brand promotion activities, Angelo display image and the quality of both the connotation of the brand.2, "star + supermodel"". In 2000, after upgrading the quality, enterprises noted that the endorsement of fashion taste should become a brand new proposition. By participating in professional clothing Expo, held a large fashion trends conference, conference and so on, the establishment of Angelo fashion avant-garde image, convey the "East West rhyme, the ancient new law" brand culture style.In the communication channel integration, Angelo with target readers targeted civil aviation magazine, sponsored around thetelevision fashion program, unified the store's appearance, POP and assistant working procedure, also set up a brand website. In terms of advertising, advertising film Angelo has launched 5 versions of the new height will rise to the brand competition style competition, cultural competition.Angelo after enable star Amoy first pot of gold, the domestic garment enterprises to emulate, heavily invited Emil Chau, Tony Leung, Bresnan and other international superstars even Hong Kong stars do brand spokesperson. Big and small "stars" of the established routine constitutes interference angelo. Where's the new excitement? In 1999, Angelo publicly announced a unified national price is not discounted. At this time, the domestic apparel market discounted wind received a revolt, discounts become conventional weapons of the brand competition. Discount pressure is very strong, to accept discounts, and even become a domestic apparel brands into the necessary premises of the mall. Under such pressure, some brands have adopted virtual pricing. Angelo adopt cost pricing strategy, Angelo discounts based on the following considerations:1, the locking role of specific consumer groups. China clothing market is large, Angelo lock is willing to pay the corresponding price to reflect the brand of personal taste groups, rather than by price, the amount of the occupation of the market.2, the role of hedging. In Angelo consumption, gifts consumption accounts for about 10% of the proportion, the customer value is the value of the brand;Marriage market occupies 20% of the proportion, customers valueis rich national festival brand name. It is understood that 20% of the customers are directed to the Angelo do not discount. If the discount, the offending will be the old customers.3, to ensure high quality products. High quality requires great investment. Enterprises have invested 150 million yuan for technical transformation, the current comprehensive equipment level has entered the country's top three. No discount can guarantee the brand's continuous promotion ability.4, to prevent cuanhuo. The unified national price is a cornerstone of regulating the chain system. 430 franchise stores throughout the country more than 200 City, forming a chain monopoly system of domestic menswear enterprises the largest and most standardized management."Take the customer as the center", unremittingly do relationship marketing, and constantly improve the brand loyalty of consumers, establish strong emotional bonds between the brand and the consumer, the brand is a strategic choice to get rid of the price war.Wu Zhize believes that consumers are emotional attachment to the brand. Only by building strong invisible links between brands and consumers can we go beyond price wars. Support do not discount the commitment, the launch of CS Angelo (customer satisfaction) project". This is the ultimate goal of customer satisfaction, service as a means, based on fast information channels.One of the most important initiatives of CS project is toprovide personal volume customization projects, which will give full play to customers' inherent temperament, connotation and the greatest strengths of amateurs, and embody the charm of personality to the greatest extent. The amount of personal Angelo made no additional cost to the customer, but to the enterprise, increase the cost of. According to statistics, the annual Angelo custom clothing reached more than 10 thousand sets. Angelo believes that this could hold back.Angelo promised to launch a new product. With strong design power, enterprises continue to introduce new styles of suits, soft suit, non adhesive lining, suits and other new products, and constantly lead the trend, giving consumers the greatest value. In 2001, the formation of Angelo fashion club, the club is one of a family of communication organizations and consumers to "lead the fashion, heart service" for the purpose, to provide more perfect and meticulous service for consumers. Members can enjoy actual rights, including gifts, souvenirs, fashion information, etc. on birthdays and holidays, and have the opportunity to participate in all kinds of fashion exchanges. At present, the club has exceeded 5000 members. On the basis of club member's personal data, enterprises begin to establish "CRM" (customer relationship management system), and database marketing has become the next focus of development.Please answer the following questions according to the above materials.1, Angelo group in the early operation of stage to what variables? What are the characteristics of the market segmentation variables adopted?2, in the process of practice, baoxiniao group market segmentation and market positioning is different? And explain the basis for no difference or difference.3, from the early business practice, what is the essence of marketing ideas held by Angelo group?4, in 1999, baoxiniao group taken price strategy if the success of what conditions?5, in the business development process, the marketing strategy of baoxiniao group what changes? What does this change mean for understanding the management of the market?。
新可口可乐失败案例分析
2023新可口可乐失败案例分析CATALOGUE目录•引言•新可口可乐概况•失败案例介绍•分析方法与工具•结论和建议•参考资料01引言新可口可乐是可口可乐公司于1985年推出的一款新型饮料针对传统可口可乐进行口味改良，更加甜味和气泡量在市场上推出后并未达到预期效果，销售量持续下滑背景介绍失败原因分析新可口可乐口味并不被消费者接受，且品牌形象受损新可口可乐没有突出其品牌特点和优势，缺乏竞争力消费者对传统可口可乐的口味有高度忠诚度案例的启示品牌重塑需谨慎，要充分考虑消费者需求和口味习惯品牌形象在消费者心中具有不可替代的地位，轻易改变品牌形象可能导致失败在市场竞争中，一个品牌必须具有其独特优势和特点才能在市场中立足02新可口可乐概况新可口可乐的口感更接近于传统可口可乐的味道，但与普通可口可乐相比，其味道更加柔和。
产品特点味道新可口可乐的配方中不含阿斯巴甜，因此其口感更加自然。
配方新可口可乐的品牌形象更加年轻、时尚和活力。
品牌形象可口可乐是全球最大的软饮料生产商，其市场份额占据着绝对优势。
可口可乐市场新可口可乐不仅要面对可口可乐其他系列饮料的竞争，还要面对其他品牌饮料的竞争，如百事可乐、雪碧等。
其他饮料市场竞争市场竞争环境渠道拓展新可口可乐在传统渠道的基础上，积极拓展线上销售渠道，吸引更多消费者的关注。
广告宣传新可口可乐在广告宣传上采用了更加年轻、时尚和活力的形象，试图吸引年轻消费者群体。
促销活动新可口可乐在上市初期推出了多项促销活动，如买一送一、打折等，以吸引消费者尝试新口味。
营销策略03失败案例介绍总结词：模糊不清详细描述：新可口可乐在市场定位上存在明显的模糊不清，没有明确的目标消费者，无法有效吸引潜在客户，导致市场反应冷淡。
案例一：市场定位失误总结词分销渠道不合理详细描述新可口可乐在上市初期没有制定合理的分销渠道策略，过分依赖超市和线上渠道，忽略了餐饮、娱乐等其他渠道，导致产品覆盖面狭窄。
案例二：渠道策略不当总结词品牌形象过时详细描述新可口可乐沿用了可口可乐的传统品牌形象，没有进行有效的品牌升级，无法吸引年轻消费者，导致市场份额逐渐缩小。
英语作文营销案例题目
英语作文营销案例题目Marketing Case Study: Coca-Cola。
Coca-Cola is one of the world's most recognizable brands. Founded in 1886, the company has grown to becomethe largest soft drink manufacturer in the world, with operations in over 200 countries. Coca-Cola's success canbe attributed to its strong marketing campaigns, which have helped to create a strong brand identity and increase consumer loyalty.One of Coca-Cola's most successful marketing campaigns was the "Share a Coke" campaign, which was launched in 2011. The campaign involved printing popular first names on Coca-Cola bottles and encouraging consumers to share a Coke with friends and family members whose names were on the bottles. The campaign was a huge success, with sales increasing by 2.5% in the UK alone.Another successful campaign was the "Taste the Feeling"campaign, which was launched in 2016. The campaign aimed to reposition Coca-Cola as a drink that evokes emotions and feelings, rather than just a thirst-quencher. The campaign featured a series of TV commercials and print ads that showcased people enjoying Coca-Cola in a variety of different settings.Coca-Cola has also been successful in using social media to engage with its customers. The company has over 100 million followers on Facebook and over 3 million followers on Twitter. Coca-Cola uses social media to share content that is relevant and engaging, such as photos and videos of people enjoying Coca-Cola in different parts of the world.In addition to its marketing campaigns, Coca-Cola has also been successful in sponsoring major sporting events, such as the Olympics and the FIFA World Cup. These sponsorships have helped to increase brand awareness and create a positive association between Coca-Cola and these major sporting events.In conclusion, Coca-Cola's success can be attributed to its strong marketing campaigns, which have helped to create a strong brand identity and increase consumer loyalty. The company's use of social media and sponsorship of major sporting events has also contributed to its success. Coca-Cola's marketing strategies serve as a great example for other businesses looking to create a strong brand identity and increase customer loyalty.。
CocaColaZeroMarketingCaseAnalysis可口可乐零度的市场分析
COKE ZERO
The only soda with zero calorie and PEPSI MAX maximum Pepsi taste!
The most popular calorie-free soft drink in America. The originDaIElT COKE sparkling beverage for those who want great flavor without the
games. IV. Coke Zero Short Film Competition V. ······
Hypnosis show Coke Zero——unlock the 007 in you
Positive brand image
Radio Television Billboards Newspaper Magazines Social Networks
CocaColaZeroMarketingCaseAnalysis可口 可乐零度的市场分析
contents
• Introduction • Marketing Analysis
a. SWOT Analysis b. Competitive Analysis
• STP Strategy Analysis • Marketing Mix Analysis • Conclusion
• Varied combination of sweeteners and preservatives in various countries
Flavors Coca-Cola Zero
Cherry Vanilla Lemon
Packages in the Past
可口可乐公司的Marketing
GO BACK
• The price of the Coca-Cola’s Companies products vary according to the brand and the size in which they come in. Its products are sold by a wide variety of distributors and retail stores, such as convenient stores. The distributors and retail stores that the company deals with often implement their own pricing strategy. Gas stations and convenient stores usually sell Coca-Cola products at a fixed price. However, the outlets use a variety of pricing methods and strategies selling it.
• Much of this growth is coming out of Latin America, the BRIC, and Western Europe. In addition, the Coca-Cola Company is in many other countries including India that are in the growth stage of the product life cycle. Its growth in these areas are caused by their improved marketing to consumers, better relationships with bottlers, their “live happily” campaign in 200 markets, and the launch of Coca-Cola Zero. They also launched juice in India as well as China and Korea. Their innovation and introduction of new products as well as their “winning culture” has helped them begin to grow again worldwide.
英文营销案例
英文营销案例Marketing Case Study: Successful Strategies to Inspire Your Campaign。
In the fast-paced world of marketing, it's essential to stay ahead of the curve and constantly innovate to capture the attention of your target audience. In this case study,we'll explore three successful English marketing campaigns that have made a lasting impact and provide valuable insights for your own marketing efforts.Case Study 1: Coca-Cola's "Share a Coke" Campaign。
In 2011, Coca-Cola launched the "Share a Coke" campaign, which personalized their iconic bottles with popular names and phrases. This simple yet effective strategy engaged consumers on a personal level, driving a significant increase in sales and brand awareness. By leveraging the power of personalization, Coca-Cola successfully connected with their audience and created a sense of ownership and excitement around their product.Key Takeaway: Personalization can be a powerful tool to create a deep emotional connection with your audience. By incorporating personalized elements into your marketing campaigns, you can effectively engage consumers and drive brand loyalty.Case Study 2: Nike's "Just Do It" Campaign。
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US Coca-Cola Cherry Zero cans
Packages at Present
Coke Zero
SWOT Analysis
Strengths
• Best marketing
• Wide distribution channels • Loyal consumers
Weakness
• Consumer’s stereotype
• Negative publicity of product
Opportunities
• The company is best known for its
Coca-Cola Zero
Why it called “zero”?
Coke zero use these 3 kinds of sweetener Aspartame(阿斯巴 甜), Acesulfame potassium(安 塞蜜)and Sodium cyclamate(甜蜜素)instead of sugar, so “zero” means do not contain sugar but still sweet.
Low calories Diet coke，coke zero High caffeine Coke ， Pepsi High calories Less caffeine
Marketing Mix Analysis
Logo
I.
Product
Logo
Name
Ingredients
Ingredients
• 96 mg caffeine/ liter
• Varied combination of sweeteners and preservatives in various countries
Flavors
Cherry
Coca-Cola Zero
Vanilla Lemon
Packages in the Past
Warehouses
company trucks
Consumer market
3. Various retailers
• Corner shops • Service stations • Local shops • Supermarkets • Takeaway • Convenience stores • Fast food outlets
Target market
√ Main market :specially marketed to young adults males √ Secondary target market：young females pursuing beauty
Positioning · Low
calory
·Coolness and fashion
Introduction
• The
Coca-Cola Company is an American multinational beverage corporation, and manufacturer, retailer, and marketer. flagship product Coca-Cola, invented in 1886 by pharmacist John Smith Pemberton in Columbus, Georgia.
Radio Television Billboards Newspaper Magazines Social Networks
3. Personal selling strategy
• Representatives of the company
• Below-the-line Marketing
Competitor Analysis
Analysis of Competitors
Sources:(Coke info)(Pepsi
Market Share
17% 8.80% 65% 9.20% Coke Zero Diet Coke Pepsi Max Others
Source:(business insider 2016)
1. Global market
• New Zealand • Australia • The United States • Middle East • Most of the Asian countries • ······
2. Intensive distribution policy
Plans
Coca-Cola Zero Marketing Case Analysis
contents
• Introduction • Marketing Analysis
a. b.
SWOT Analysis Competitive Analysis
• STP Strategy Analysis • Marketing Mix Analysis • Conclusion
• Consumer’s willingness to try new products
• Large revenue growth
Threats
• Improvement of health awareness • Strong competition with rivals • Dependent on bottling partners
Sustainable Competitive Advantage
Real Coke taste with zero calorie.
COKE ZERO
The only soda with zero calorie and maximum Pepsi taste!
PEPSI MAX
DIET The most popular calorie-free soft drink in COKE America. The original sparkling beverage for those who want great flavor without the calorie. Sources:(Coke info)(Pepsi
IV. Promotion
1.
Promotional campaigns
2.
Persuasive advertisements
3.
Personal selling strategy
1. Promotional campaigns
I.
Coke Zero Game
II. Hypnosis show (Free ‘Skyfall’ Tickets )
III. Cool mobile application with chatting facilities and
ቤተ መጻሕፍቲ ባይዱ
games.
IV. Coke Zero Short Film Competition V.
······
2 . Persuasive advertisements Positive brand image
Flavors
Packages
Names
Coca-Cola Zero sans caffeine
In France
Coca-Cola Zero Free
In Japan
Coca-Cola Zero Caffeine Free
In Netherland
可口可乐零度
In China
One Brand
II.
Price
• Different sizes, different price ranges
• Penetration pricing policy
III. Place
1.
Global market
2.
Intensive distribution policy
3.
Various retailers
STP Analysis
Segmentation
• • •
Young males: pursuing health , flavor and coolness Young females: pursuing beauty ,fashion and health Obese people and diabetic patients :pursuing health and flavor
(free samples of four
million)
Conclusion
Is it real no heat?
In addition, Aspartame is added very little in zero, while Acesulfame potassium(安赛蜜)and Sodium cyclamate(甜蜜素) in the human body is hardly metabolism, which can be thought of without heat. This three types of sweeteners need to be certain proportion to cooperate with each other that can close to ordinary Coca-Cola taste as much as possible.