There's always room a person's refrigerator for a bottle of Coca-Cola, the real cola of the U.S. The birth of a new version, the Coca-Cola Zero, has caught the attention of the market. In addition, the new drink is the pillar of the new range of the Classical and Light versions and is a simple derivative such as Coca-Cola Vanilla, Cherry, or Sango.
After tasting the new Coco Cola Zero the author has realized that it has exactly the same taste as the Classic. The label on the bottle mentions that it contained zero sugar, which was different from its two predecessors.
First and foremost, the essay focusses on the external market for Coca-Cola Zero. According to the magazine LSA the market for soft drinks (SARB) is doing well with aerated drinks holding 9.2% value and the cola segment stores up to 9.4 % over the same period.
The Belgian market is also the fourth largest consumer of Coca- Cola per capita behind the United States, Canada and Mexico. In some countries like the United States the consumption of cola has reached a level of saturation.
The table provided in the article shows the opportunities and threats encountered including SWOT sheets in the appendices. In the appendix, one can observe the market shares of brands on the market BRSA (soft drinks).
Coca-Cola Zero targets men in the age bracket of 16 to 24 years, men who want to take care of themselves, have fun effortlessly and live life without missing out on the good things. This target group is a clever way to circumvent its two closest competitors, Pepsi Light and Pepsi Max.
Indeed, Pepsi Light targets women in the age group of 18 to 35 years. It is therefore close to the target of Coca-Cola Light. Pepsi Max meanwhile prefers to target men in the bracket of 25-35 years, who do not correspond perfectly to the target group of Coco Cola Zero. The Coco Cola company uses a different strategy as it uses different strategies for each segment.
The distinction in the target group for Coco Cola Light and Coco Cola Zero is apparent by the 4P defined below in section 6. Its slogan ‘the taste of Coco Cola with zero sugar' gives the understanding that this is the new taste, which is sugar less.
To make consumers relate to the male ads, the use of the color black is more predominant as it is a more manly color. Black is also the main color of the packaging. Moreover, in the various video advertising major players are usually men.
To further its consistency with its target group the company has made several partners like Citadum, Score Game, Playstation Video and the Future.
There are two categories of competition, direct competition which produces the same product and a competitive indirect one that satisfies the same need to quench thirst and which could become a substitute.
In the segment of soft drinks, through its leadership, Coca-Cola makes a defensive strategy by a technological innovation: a drink with real taste of the famous Coca-Cola without sugar. This innovation is accompanied by the additional expense of advertisement costs that run into millions of Euros.
Tags: Coco Cola, Market for new drink Coco Cola Zero, competitors
[...] Intro There is always room in my fridge for a bottle of Coca-Cola, the real American Coca And the birth of a new version, the Coca-Cola Zero has of course challenged my curiosity. In addition, I have realized that it is more like a pillar of the new range such as Classical and Light and a simple derivative like Vanilla Coke, Cherry, Sango, etc . It was there that I wondered if it would be better than the Light and the height of the Classic. [...]
[...] Coca-Cola Zero Table of contents 1. Intro 2. The market External analysis 3. Segmentation 4. The targeting strategy 5. The positioning Competitors Direct competitors Indirect competitors 6. Observation of the 5P Product Price Place Promotion Packaging 7. [...]
[...] The Belgian market is also the fourth largest per capita consumer of Coca-Cola, behind the United States, Canada and Mexico. In some countries like the U.S., the level of consumption of cola has reached saturation. The table below shows the opportunities and threats encountered in various sections including the SWOT sheets in the appendices. In the Appendix, one can observe the market shares of brands in the market for BRSA (soft drinks). Business Opportunity Threats The market for BSA, a market with The recommendations of several brands nutritionists The light cola is a new trend The increase in flavored waters on The decrease in sales of water the market The Classic is too sweet Rising prices The light is too feminine Zero risk of drinking the Light Safety of aspartame Water plays better than the 0 Colas in volume calorie sodas Appearance of sucralose to hide the The light is only effective for taste of aspartame women In Belgium of men drink soft Aspartame is a suspected carcinogen drinks "daily" Tap water is the biggest competitor In Belgium, two thirds of youth The flavored waters are gaining aged 15 to 18 drink soft drinks market share "daily". [...]
[...] In summary, Coca-Cola Company uses a different strategy, because each segment uses different strategies Positioning We know the Coca-Cola Zero targets men from 16 to 24 years, and to avoid cannibalization by his older brother the Light targeting women 20 to 35 years, we have to sharpen up its position. This distinction is apparent by the 4P defined below in section 6. Its slogan is "the taste of Coca-Cola with zero sugar". It makes us understand that this is the taste of Coca- Cola, with less sugar, so that consumers can relate to male commercials which use the black color which is considered manlier than gray. [...]
[...] It also has a website dedicated to Coke Zero, and a downloadable game Packaging Coca-Cola Zero written in red and white on a black background presents a very classy and well developed image which Coke has always used (see photo of the 50cl bottle. Attached) Match between marketing strategy and 5P • Packaging: manly, the "Zero" clearly demonstrated distinguishes it very well. • Promotion with partners: Playstation, Video Futur, Score Game, etc . • The slogan is a bit cheeky, but is perfectly matched to the target: girlfriend with zero jealousy," "The bras with zero clip", "Life with zero stress" . • Fits the "health" trend. However, several inconsistencies are evident in the reading of the documents . [...]
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