Diet coke

Diet coke• Diet Coke is a sugar-free soft drink and low calorie drink of the coca

cola family

• It was introduced in the United States in 1982.

• In1983 coca cola introduced the caffeine free variant of diet coke.

• 1986 to 2007 diet coke was introduced in different flavors like lime,

vanilla, cherry etc

• Diet coke introduced in 1993 in India

Why did diet coke failed?

• Product features (i.e, Taste).

• Weak Promotion.

• Positioning.

STP

Segmentation• The market segment for the product will be

consumers above the age group of 15 yrs.

• This section of the market are the potential buyers and consumers of the product.

TargetingThe target market for diet coke would

be the health conscious individuals and youth in the segmented market.

Most of the marketing efforts are to be focused on the target market.

Positioning• The product is intended to be positioned as

‘the only cola drink with a herbal ingredient’• As ‘the cola drink which is not totally artificial’ • This is intended to give diet coke an edge

over other cola drinks in terms of health in the minds of the targeted consumers.

Positioning• “zero calories, real taste”

that creates flavour category within the target

market.

I would like to re-launch diet coke....

• People’s perception will change• The health conscious will support

the product and promote the product through the “word of mouth”

Tag line

Brand Ambassador

MARKETING MIX

Product• Product is diet coke• Available in different

size• Sizes vary from

240 ml to 2 Ltr , shown in cans and glass and plastic bottles.

Price• The price of the drink will be the same

as the rest of the drinks of that categories.

• Competitive pricing strategies • Psychological pricing• Penetration pricing

Place• It will be available every where Coke

follows a mass marketing strategy.• Intensive distribution marketing

strategies

Promotion• IPL

Advertising on:• Television• News paper• Magazines • Health club, fitness n slimming centre.• Tie up with sports club

TELEVISION Television is widely seen network therefore Diet coke· Advertisement campaign on TV.

Diet coke advertising on leading magazines like business world, India today, film fare,Health, n so on

Coca cola is very much conscious about their billboards and hoardings. They have so many sites in different locations for their billboards

http://healthandsurvival.files.wordpress.com/2008/01/dietcoke.jpg

Coke Studio- Coke Studio will be a musical program sponsored by coca cola and telecasted on popular channels in INDIA

Others• Eye Catching Position• UTC(under the crown) Scheme• POS(point of sale) Material • Radio• Internet

Merchandising

Strengths:• S

trong brand name

• Global distribution

• Innovation

• Strong R & D

• Backward integration

• Brand loyalty

Weakness:• N

ot no1 in India

• Pesticide controversy

• Under utilisation of capacity

Opportunities:• D

eveloping a global brand

• Coco cola’s bottling system

• sufficient capital

• Has a potential

• Possible growing demand

Threats:• Competition • Substituted• Change of taste

SWOT analysis

GE model

Survey: Questionnaire• Section A: Please indicate your disagreement or agreement with each

statement.• The following are factors I find important when deciding to purchase soda.• (1.Strongly Disagree,2.Disagree,3.Neutral,4.Agree,5.Strongly Agree)• Packaging of the diet coke• 1• 2• 3• 4• 5• Calories of the diet coke• 1• 2• 3• 4• 5

• Taste of the soda• 1• 2• 3• 4• 5

• The following are my feelings regarding soda.• Strongly Disagree• Disagree• Neutral• Agree• Strongly Agree• I like regular sodas over diet sodas.• 1• 2• 3• 4• 5• I like diet sodas over regular sodas.• 1• 2• 3• 4• 5

• Please rank your preference for Coca-Cola Classic, Diet Coke, and Coke Zero in regards to taste, packaging, and calories. Based on 1-3 scales,

• 1= your most preferred choice 3= your least preferred choice

• Taste• Coca-Cola Classic _______• Diet Coke ________• Coke Zero _______

• Packaging• Coca-Cola Classic_________• Diet Coke____________• Coke Zero ___________• Packaging ___________• Calories • Coca-Cola Classic___________• Diet Coke _________• Coke Zero _________

• The following are what I think about the calories in Classic Coke, Diet Coke and Coke Zero. • (Strongly Disagree,Disagree,Neutral,Agree,Strongly Agree)

• There is a calorie difference between Classic Coke and Coke Zero. • 1• 2• 3• 4• 5

• There is a calorie difference between Diet Coke and Classic Coke. • 1• 2• 3• 4• 5

• There is a calorie difference between Coke Zero and Diet Coke.• 1• 2• 3• 4• 5

• Section B:• According to the Coca-Cola Company’s nutrition information, Classic Coke

has 97 calories, Diet Coke has 1.0 calories, and Coke Zero has 0.7 calories. Given this information, please indicate your disagreement or agreement with the following statements about your purchase decision.

(Strongly Disagree,Disagree,Neutral,Agree,Strongly Agree)• This information affects my purchase decision regarding Coke Zero. • 1• 2• 3• 4• 5

• This information affects my purchase decision regarding Classic Coke.• 1• 2• 3• 4• 5

• This information affects my purchase decision regarding Diet Coke. • 1• 2• 3• 4• 5

• Please list 5 words that come to mind in regards to the following products:• Classic Coke: __________ __________ __________ __________ __________• Coke Zero: __________ __________ __________ __________ __________• Diet Coke: __________ __________ __________ __________ __________• • Section C: For the following questions please indicate the answer choice that best describes your habits.(Never,1-3 times a week,4-6 times a week,Once a day,More than once a day)• How often do you drink soda?• 1• 2• 3• 4• 5

• How often do you drink diet sodas?• 1• 2• 3• 4• 5

• How often do you drink regular sodas?• 1• 2• 3• 4• 5

• How often do you purchase soda?• 1• 2• 3• 4• 5

• How often do you purchase regular sodas? • 1• 2• 3• 4• 5

• How often do you purchase diet sodas?• 1• 2• 3• 4• 5

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Production life cycle

Distribution Channel

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