How do the attitudes and beliefs of the \"Coke Only\" drinkers differ from those

Question

How do the attitudes and beliefs of the "Coke Only" drinkers differ from those less involved in the soft drink? As Vice President of Marketing, how do these differences change your marketing strategy? Can consumers be loyal to more than one type of cola? Discuss the pros and cons of having several brands in the cola product category (Coke. Diet Coke. Cherry Coke, etc.) How are consumer attitudes effected? Does the product line extension create more loyalty or less? Discuss how Coke is promoted in a country of your choice. Who is the target market? Is this a successful strategy? As VP of Marketing at Coke in that country, what would you recommend? Is re-introducing the traditional contour bottle around the world a successful strategy in this country? Create a brand strategy for a new soft drink of your choice. How does this compare to Coke's brand strategy for its products? What are the pros and cons of borrowing vs. creating a brand for "your" drink?

Explanation / Answer

1) The marketing strategy should aim at the "coke only" drinkers group, give priority to full fill their market needs to get maximum utility from the available resources. Once you have created and implemented your strategy, monitor its effectiveness and make any adjustments required to maintain its success. Then we can take steps to extend demand by attract the other group. This could be achieved through various forms of advertising, exhibitions, public relations initiatives, Internet activity and by creating an effective "point of sale" strategy if you rely on others to actually sell your products.

2) The product line extension makes less loyal to one product, because the aim of each consumer is to attain maximum satisfaction from his purchase. If there is more brand of the same product, the consumer can get satisfaction through choice. The consumer demand will not be stable in one product, but that will be changing through the products. The pros is the consumer can choose the product according to their taste. The cons is the equilibrium of each product is changing not stable.

3) The coke produced in a country targeted the "coke only" group first and making a strategy to aim to attract the group. Yes this strategy is successful, because first we should satisfy the "only" group and then we can take decision to attract the other group. The re-introducing the traditional contour bottle around the word is a successful strategy, because this is common in every where so the introduction will be noticed or people can identify the product easily.

4) A brand strategy should be aim the "only" group. if we introduce one strategy we should study or monitor its effectiveness and make any adjustments required to maintain its success. If we borrowing from a brand strategy the pros is we can easily find customers attention to the product. The cons is we should adjust many things to stay on the strategy. If we make a new strategy the pros is we can get freedom to make policy according to our choice and our targeted consumers. The cons is to get the consumer attention to the product.

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