Segmenting and Targeting Markets: Case Study: Coke Zero Essay

1401 Words May 1st, 2015 6 Pages
Assignment #1 - Segmentation and Targeting

Please read the following Case Study and answer the questions at the 4 questions at the end.

Segmenting and Targeting Markets: Case Study: Coke Zero

When a couple of marketing managers for Coca-Cola told lawyer Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for “taste infringement,” she was baffled. She tried to talk them out of it, but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted, “It's not a person! Title VII doesn't cover these
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Despite disappointing sales in North America, however, Coke Zero was an immediate hit in Australia, selling more than three times the number of cases expected during its first year on the market. In North America, the packaging was white and silver, making it difficult for consumers to see the difference between Coke Zero and Diet Coke. In Australia, the bottles and cans were black, making the product stand out on the shelves and look more like the “bloke's Coke” it was intended to be.

The North American marketing team took notice and reintroduced Coke Zero with a black and silver label in 2007. Coca-Cola is now investing more money in Coke Zero than any other brand its size, hoping it will someday be a megabrand for the company alongside Coca-Cola Classic and Diet Coke. Chief marketing officer Bayne is enthusiastic about the impact it may have on the company. “We do see this as potentially a bit of a white knight. There's huge opportunity to grow here.”

Questions 1. Describe the specific type of consumer the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic segmentation is each product's marketing most likely to include?
Each type of product Coca-Cola released it had a consumer

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