Coke Zero’s specific consumers are men who want a healthier drinks, but at the same time, they also pursue the classic taste and a cool package of Coke. The specific type of consumers of Coke Life is people who want a healthy life and also want to enjoy their life such as drinking what they really like. What types of benefits sought, usage rates, demographics, and lifestyle segmentation is each product’s marketing most likely to include? Answer: Diet Coke Coke Zero Coke Life Benefit sought segmentation (segmenting markets according to the benefits they seek from the products) Consumers prefer a healthier drinks.
In order to having a healthy life, they are willing to sacrifice their tasting. Consumers pursue a healthy life, but at the same time, they want to pursue the great taste like classic taste of Coke. Consumers can balance their life very well. On the one hand, they experienced a healthier life. On the other hand, they also want to enjoy their life including drinking what they want to drink. Usage rates segmentation (dividing a market by the amount of product bought or consumed) The usage rates of Diet Coke is dropping after the introduction of Coke Zero. Diet Coke’s value sales dropped 0. Recent. (Joseph, 2015) The usage rates of Coke Zero is higher in many regions. Sales volume is up 34% in North America year to date versus the same period in 2006. (Howard, n. D. ) The firms’ sales are expected at $1. 93 billion. (Business Daily, 2014) The usage rate of Coke Life is optimistic because it sales are tracking above target. The present usage rate is moderate. Demographics segmentation (segmenting markets by age, gender, income, ethnic, and family life cycle) The targeting market is female consumers with aging above 20, who want to live a healthy life.
They are distributed in every ethnic, every level of education and income. (Our Products, n. D. ) The targeting market is mainstream male and some female consumers be;en 18 and 39 years old, who are pursuing a healthier life. The income level is higher because they are willing to pay more for their health. (Products & Roding, n. D. ) The primary target market is young between 19 and 35 years old, with fairly affluent, well-educated, and family-oriented. These consumers has abandoned the full-sugar soda. Buckley, 201 3) epistyle segmentation (divide people according to the way they spend time, he importance of the things around them, their beliefs, and income and education) These consumers have a firm belief of health. They sacrifice their preferred taste to obtain health. They are promoting their benefits of daily exercise and good nutrition through a healthy lifestyle. People are changing from eating drunk foods to low- or non-calories products even become a vegetarian. They are pursuing a life with high quality. They have a busy lifestyle and big pressures in this high mobility society.
At the same time when they try to live a healthy life, they also drink what they want to balance and enjoy their life and release their pressures. 2. Some industry analysts think soft-drink companies should develop products that will bring new customers into the market rather than just creating variants On the old. They Warn that products like Coke Zero and Coke Life will cannibalize market share from other soft drinks in the brand portfolio instead of increasing the number of consumers overall. Which Coca- Cola products are most likely to lose customers to Coke Zero?
Which would be most likely to lose customers to Coke Life? Why? (5 opts) Answer: Centralization means a situation that occurs when sales of a new product cut into sales of a firm’s existing products. (Lamb, 2014) In the market of Coca-Cola, centralization is a normal phenomenon. I think Diet Coke is most possible Coca-Cola products to lose customers to Coke Zero. There are three reasons. Firstly, Coke Zero is as healthy as Diet Coke because it contains less than 1 calorie in 100 ml. Secondly, Coke Zero tastes better because it has more sugar, which makes it tastes like classic Coke but much healthier.
Thirdly, it uses natural source of sugar such as Steven and other leaf sugar. In there words, Coke Zero meets all needs of customers who are pursuing a healthy lifestyle, and even totally replace the Diet Coke. Therefore, believe that Diet Coke is most likely to lose customers to Coke Zero. I think classic Coke has the biggest possibility to lose customers to Coke Life. For customers who are trying to balance their life between healthy exercise and enjoying regular happiness, Coke Life becomes the best choice. On the one hand, they can be healthier and optimistic. On the other hand, they still can enjoy the best taste of Coke.
For these customers, Coke Life becomes their optimal and ROR option. 3. According the video “Choice, Happiness and Spaghetti Sauce” with Malcolm Caldwell, what was the product strategy error made in the introduction of “New Coke” in 1985? Answer: According to the video, think the product strategy error Of New Coke is that it only concentrates on one single taste. According to Malcolm, there is no perfect Coke, however, there are perfect Cokes. This means that the company should produce many different flavors for different customers’ preferences to embrace the diversity of beings.
In 1 985, the introduction of “New Coke” did to respect human beings’ diversity. This is its strategy error. Research the New Coke introduction further, (much has been written about this case) what consumer research process errors were made as well? Answer: According to my further research, I think that the New Coke did not have a symbolic value and emotional involvement. The company changed the formula strongly. In addition, there was a discontinuation be;en original Coke and New Coke. Consumers even cannot treat them as one brand. It tasted like Pepsi instead of Coca-Cola. Do you think Diet Coke could have en repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men? Why or why not? (5 opts) No, don’t think that Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men. I think there are two reasons. The first reason is that the term “diet” has already target the particular type Of market -? female because “diet” is regarded as being a “feminine stigma”. Men are not supposed to have this characteristics and personality. So it is hard to appeal men and women equally.