Describe the specific type of consumer that the Coca-Cola Company is targeting w
ID: 421050 • Letter: D
Question
Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, Coke Life, and the new Diet Cokes. What types of benefits sought, usage rates, demographic & lifestyle segmentation is each product’s target consumer most likely to include? (Harvard Business Review Articles - Cola Wars Continue) This should be answered with a table. (16 pts)
Diet Coke
Coke Zero
Coke Life
New Flavored Diet Coke
Benefits Sought
Usage Rates
Demographics
Lifestyle
Diet Coke
Coke Zero
Coke Life
New Flavored Diet Coke
Benefits Sought
Usage Rates
Demographics
Lifestyle
Explanation / Answer
New Flavored Diet Coke
Diet soda reduce the chances of plaque formation.
It also contains less calories, which some what can help in the weight loss.
It tastes little bit similar with Coca-Cola. Unlike Coca-Cola, Coke Zero has no calories.
It contains artificial sweetners, therefore doesnot contain sugar.
One benefit we can say is that it contains natural sweetners - stevia plant extract.
It is seen that customers having no kids drinks more diet coke than those who have kids.
Male and female customer consumes almost equal amount of the drink.
According to the statistics, it is shown that Male customers drinks more Coke Zero than that of Females.
Surprisingly, it is seen that age 45 and above drinks more than young ones.
Surprisingly Coke life has the highest level of male customers while the female maintains a consistant level.
Age group less than 25 consumes more than others.
It has definitely impact the customers of North America.
Due to its re-energizing feature it attracts the youth mainly.
The new product that launched recently has a drastic design for aesthestics.
The cherry flavor bottle is made with metal.
Diet Coke Coke Zero Coke LifeNew Flavored Diet Coke
Benefits SoughtDiet soda reduce the chances of plaque formation.
It also contains less calories, which some what can help in the weight loss.
It tastes little bit similar with Coca-Cola. Unlike Coca-Cola, Coke Zero has no calories.
It contains artificial sweetners, therefore doesnot contain sugar.
One benefit we can say is that it contains natural sweetners - stevia plant extract.
It contains new fresh flavour which can refresh customers. Those flavors include bloody orange, cherry, twisted mango, ginger, lime etc. Usage Rates From the Launch of the product, it has been drastically reduced its usage. America has decreased its consumption by 27% on the year 2015. U.S. cuustomers consumed 15.5 million drink within a peroid of 7 days in the year 2017. So, we can understand the demand of coke zero beverage. Since the launch of the product, the company gains much amount of profit. It awares the health conscious customers. It gave a positive feedback to the customers. Customers liked the product since its launch. DemographicsIt is seen that customers having no kids drinks more diet coke than those who have kids.
Male and female customer consumes almost equal amount of the drink.
According to the statistics, it is shown that Male customers drinks more Coke Zero than that of Females.
Surprisingly, it is seen that age 45 and above drinks more than young ones.
Surprisingly Coke life has the highest level of male customers while the female maintains a consistant level.
Age group less than 25 consumes more than others.
It has definitely impact the customers of North America.
Due to its re-energizing feature it attracts the youth mainly.
Lifestyle Diet coke relaunched its product with a new design a few years back. The company made the aesthetic more of a masculine type compare others. Its design mainly gives a refreshing tinge for the customers to feel fresh.The new product that launched recently has a drastic design for aesthestics.
The cherry flavor bottle is made with metal.
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