Coca-ColaZeroMarketingCaseAnalysis可口可乐零度的市场分析

1、Coca-Cola Zero Marketing Case Analysis1contentsIntroductionMarketing AnalysisSWOT AnalysisCompetitive AnalysisSTP Strategy AnalysisMarketing Mix AnalysisConclusion 2Introduction3The Coca-Cola Company is an American multinational beverage corporation, and manufacturer, retailer, and marketer.The comp

2、any is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Smith Pemberton in Columbus, Georgia.4Coca-Cola Zero5Why 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”

3、 means do not contain sugar but still sweet. 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 certai

4、n proportion to cooperate with each other that can close to ordinary Coca-Cola taste as much as possible.6SWOT Analysis7StrengthsBest marketingWide distribution channelsLoyal consumers8WeaknessConsumers stereotypeNegative publicity of product9OpportunitiesConsumers willingness to try new productsLar

5、ge revenue growth10Threats Improvement of health awarenessStrong competition with rivalsDependent on bottling partners11CompetitorAnalysis12Analysis of CompetitorsSources:(Coke info)(Pepsi World)13Market ShareSource:(business insider 2016)14The most popular calorie-free soft drink in America. The or

6、iginal sparkling beverage for those who want great flavor without the calorie.The only soda with zero calorie and maximum Pepsi taste!Real Coke taste with zero calorie.COKE ZEROPEPSI MAXDIET COKESustainable Competitive AdvantageSources:(Coke info)(Pepsi World)(Wikipedia)15STP Analysis16SegmentationY

7、oung males: pursuing health , flavor and coolness Young females: pursuing beauty ,fashion and health Obese people and diabetic patients :pursuing health and flavor 17Target market Main market :specially marketed to young adults males Secondary target market：young females pursuing beauty 18Positionin

8、gLow caloriesHigh caffeineHigh caloriesLess caffeineDiet coke，coke zero Coke ， Pepsi Low calory Coolness and fashion19Marketing Mix Analysis20Logo21ProductLogoName IngredientsFlavorsPackages 22NamesCoca-Cola Zero sans caffeineCoca-Cola Zero FreeCoca-Cola Zero Caffeine Free可口可乐零度In FranceIn JapanIn N

9、etherlandIn China23Ingredients96 mg caffeine/ literVaried combination of sweeteners and preservatives in various countries24Flavors Coca-Cola ZeroCherryVanilla Lemon 25Packages in the Past US Coca-Cola Cherry Zero cansFrench can of Coca-Cola zero caffeine free next to a US zero canUS Coca-ColaVanill

10、a Zero cans26Packages at Present Coke ZeroOne Brand27Price Different sizes, different price rangesPenetration pricing policy28Place Global marketIntensive distribution policyVarious retailers29Global marketNew ZealandAustraliaThe United StatesMiddle EastMost of the Asian countries 30Intensive distri

11、bution policy Plans Warehouses company trucks Consumer market31Various retailersCorner shopsService stationsLocal shopsSupermarketsTakeawayConvenience storesFast food outlets32Promotion Promotional campaignsPersuasive advertisementsPersonal selling strategy33Promotional campaignsCoke Zero GameHypnosis show (Free Skyfall Tickets )Cool mobile application with chatting facilities and games.Coke Zero Short Film Competition34Hypnosis show Coke Zerounlock the 007 in you352 . Persuasive advertisements Positive brand image RadioTelevision