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COCA-COLA ZERO

GROUP: CASE STUDY

COCA-COLA ZERO Type Manufacturer Country of origin Introduced Colour Flavor Variants Diet Cola The Coca-Cola Company United States 2005 Caramel E-150d Cola Coca-Cola Cherry Zero Coca-Cola Vanilla Zero Caffeine Free Coca-Cola Zero Coca-Cola Lime Zero

Coca-Cola Zero or Coke Zero is a low-calorie (0.75 calories per liter) variation of Coca-Cola specifically marketed to males, who were shown to associate 'diet' drinks with women. COCA-COLA: THE COMPANY HISTORY The Coca-Cola Company is a beverage retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product CocaCola, invented by pharmacist John Stith Pemberton in 1886. Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day. The target market of Coca Cola is not limited to age, area or gender, it is present globally and is serving people at offices, homes, parties, restaurants, bars and every place where one can be present. It usually represents itself as a market for youngsters but products are also being offered specifically for older people.

1. COCA-COLA LAUNCH IN CANADA: THE RELEVANT EXTERNAL TRENDS AND INFLUENCES THAT WILL HAVE AN IMPACT ON THE POTENTIAL SALES OF COCA-COLA ZERO IN CANADA Coca Cola has always been promoter of research and development, and time to time innovations in product formulas are visualized. It suitably follows the trend of health consciousness because of soft drinks and has acquired the fresh juice company Odwalla. Coca Cola has more than 59 percent of market share in beverages industry. Through the early 1960s, soft drinks were synonymous with colas in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances and acquisitions but also by focusing efforts on portfolio diversification. Today, while the soft drink industrys value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk & juice drinks, sports drinks) as well as bottled juices and water. Companies have been actively engaged in new product developments in order to counter the growing concerns
Saiful Amin Binary University College

COCA-COLA ZERO

GROUP: CASE STUDY

about negative health impacts of high-fructose drinks, but also to increase the demand in a market where product offerings are quickly maturing. New flavor introductions and healthconscious formulations have been launched in an attempt to offset the decline in carbonated soft drink sales. The functional market is expected to show sustained growth and consumer interest in the future years as consumption shifts to trendier, healthier and more sophisticated products. Plenty of factors, external impact the planning function for management when coca cola zero products will launch in Canada. Regardless of size, age, revenue, product, or service, planning is the most fundamental and important component for management. By no means is the Coca-Cola Company an exception.

2. COKE ZERO: CONFUSED ANYONE? Coke Zero is sweetened with aspartame and acesulfame potassium (ace-k) and has zero calories. Artificial Sweeteners are thought to be safe, although some people believe they are unsafe. Splenda, in particular, is viewed as unhealthy by some. The main chemical difference between Coke Zero and Diet Coke is that Coke Zero has about half the aspartame but has more ace-k. Coke Zero vs Diet Coke The two products are subtly different. The primary difference is that Coke Zero has LESS aspartame.
Ingredients COKE ZERO Carbonated Water, Caramel Color, Phosphoric Acid, Aspartame, Potassium Benzoate, Natural Flavors, Potassium Citrate, Acesulfame Potassium, Caffeine. 23mg/8 fl. Oz DIET COKE Carbonated Water, Caramel Color, Aspartame, Phosphoric Acid, Potassium Benzoate, Natural Flavors, Citric Acid, Caffeine 31mg/8 fl. Oz

Caffeine

Why Coke Zero? i. TASTE GOOD: This might sound odd, but the commercials and advertising promised that this would taste just like Coke. In fact, the bottle that I just consumed says on the label, REAL Coca-Cola TASTE. ii. GUILT-FREE: Zero calories. That means if anyone can drink it all day long and not feel bad. Sure, it has lots of sodium and will rot teeth, and blah, blah, blah. But mostly, no one has not to be just worried about trying to get in shape and not making choices that will make fatter. iii. IT LOOKS COOL: Coke Zero looks cool; therefore, it is cool. Its black, red, and white color scheme (mostly black) give it a modern edge that makes any one to feel consuming a real beverage, not just a knock-off of something better.
Saiful Amin Binary University College

COCA-COLA ZERO

GROUP: CASE STUDY

3. DIFFERENTION BETWEEN COCA COLA ZERO FROM OTHER SOFT DRINKS COLA WARS TODAY The Cola Wars are a campaign of mutually-targeted television advertisements and marketing campaigns since the 1980s between soft drink manufacturers Coca-Cola Company and PepsiCo Incorporated. Pepsi was knocked to third place behind Coca Cola and Diet Coke, Diet Coke out-sold Pepsi in 2010. Coca Cola sold 1.6 Billion cases of its regular soda and 927 Million cases of its diet soda, while Pepsi sold only 892 Million cases. Many of the brands available from the three largest soda producers, The Coca-Cola Company, PepsiCo and the Dr Pepper Snapple Group, are intended as direct, equivalent competitors. The following chart lists these competitors by type or flavor of drink.

Flavor/type PepsiCo Cola Pepsi Diet Pepsi / Pepsi Light Pepsi ONE Pepsi Max

The Coca-Cola Company Coca-Cola Diet Coke / Coca-Cola Light Tab Coca-Cola Zero

Dr Pepper Snapple Group RC Cola

Diet Cola

Diet Rite Diet RC Cola

"Pepper"style

Dr Slice

Mr. Pibb / Pibb Xtra

Dr Pepper

Orange

Mirinda Tropicana Twister Sierra Mist 7 Up

Fanta Minute Maid Sprite Lemon & Paeroa

Crush Sunkist 7 Up Schweppes

Lemon-lime

Other citrus Mountain Dew flavors Ginger ale Patio

Mello Yello

Orangina

Seagram's Ginger Ale Barq's Red Creme Soda Minute Maid Fruitopia Nestea Powerade Aquarius

Canada Dry A&W Cream Mott's Nantucket Snapple

Cream soda Mug Cream Soda

Juices

Tropicana

Iced tea Sports drinks

Lipton Gatorade Propel

All Sport

Saiful Amin

Binary University College

COCA-COLA ZERO

GROUP: CASE STUDY

UNIQUE SELLING PROPOSITION WHY DO WE NEED IT IN LAUNCHING COCA-COLA ZERO IN CANADA Every business should have a unique selling proposition (USP) but it doesnt have to come down to a single product or service that no one else has. Here are four traits about business anyone can look at to help to create a unique selling proposition (USP): 1. Price. 2. Convenience 3. Service 4. EST: oldEST, fastEST, largEST, funnEST COMPANIES WITH GREAT USPS: COCA COLA Its the real thing. The only thing real about Coca Cola is that it is indeed, the brand of cola known as Coca Cola. But the term, the real thing sets up an expectation in consumers mind that this product is genuine and trustworthy. The term also has grassroots coolness about it. Together with the marketing campaigns, the real thing also projects an image of youth. It identifies itself with the vigor and excitement of youth culture. 4. COCA-COLA ZERO SHELF SPACE SECURITY IN SUPERMARKET AND OTHER RETAIL OUTLETS It will be not difficult for coca-cola zero to secure shelf space in supermarket and other retail market because of its Key Strengths: It is biggest beverage Seller Company in the World. Its franchise is available in more than 200 countries. The brand name is trust worthy for the customers. It is most recognizable trademark in the World. There is no gender issue regarding employees induction. Coco Cola has been branding its name in Universal sports like Cricket. GOALS TO BE MAINTAINED FOR SHELF SPACE OF COCA-COLA ZERO: The goals of the company are very straight and specific, which includes; Maximum consumption of the product. Offering products at maximum outlets, more suitably to be present universally at each and every store in all part of the world. Brand association with reputed fast foods. To invest more on research. Safety and health of the customers by investing more on natural sweeteners. Providing the customers, an exact figure of what they are consuming in each of their serving. Low Caloric product formation to meet the global needs.
Saiful Amin Binary University College

COCA-COLA ZERO

GROUP: CASE STUDY

THE KEY STRATEGIES OF THE COMPANY INCLUDE TO ACHIVE THE GOALS OF COCA-COLA ZERO: The main strategy and slogan of the company is availability, affordability and acceptability of the brand. Sustainable development of the company, keeping pace with the market to ensure its future presence. Periodic assessments of business plans, product response and planning. Training sessions of tools and planning to the associates, for the excellent and active performances at the ground. Keep balance of relations regarding goodwill and strategies with anchor bottlers and franchises to keep the process running. Enhancements of necessary culture and capabilities. Engaging other partners in progress through a leadership team. 5. TEST MARKET BEFORE LAUNCHING THE COCA-COLA ZERO NATIONALLY IN CANADA Geographic areas selected for a limited scale introduction of a new product and/or a marketing plane. A test market serves as a field laboratory which stimulates some or all factors associate with a full scale or national launch of product. It generally includes at least on city that is a hub of commercial and media activity in that area and is surrounded by, and well connected to several suburbs. Multiple set market locations allow to evaluation of different pricing schemes, advertisement, promotional technique and other component of marketing strategy. So as a new product coca cola zero launching in Canada, must need to do the test marketing to achieve its greatest success.

6. KEY MARKETING STRATEGY MADE FOR PRODUCT, PRICE, DISTRIBUTION AND MARKETING COMMUNICATION FOR COCA-COLA ZERO TO SUCCESS PRODUCT: Over 35,000 beverages are produced by the company. The bench mark of the company is coke and the major products include Coca-Cola, Sprite, Fanta, Barqs Root Beer, and Coke Zero. Diet beverages are also manufactured by the company since 2001. PRICE: Price ranges of coca cola zero are suitable for all type of its customers.

Saiful Amin

Binary University College

COCA-COLA ZERO

GROUP: CASE STUDY

PLACEMENT: Coca Cola zero is a globally recognized company. Its most of the products are available around the globe, except few. PROMOTION: Sports like cricket Print media T.V commercials PROMOTIONAL STRATEGY EXPLANATION OF PROMOTIONAL STRATEGY:

Advertising The Coca-Cola Zero Company uses advertising as its main source of increasing consumer awareness. It mainly uses the television. There are many television advertisements on Coca-Cola Zero products. This source allows the company's products to reach a large audience. The latest television advertisement for Coca-Cola soft drinks was the 'You know you want it' advertisement. One of the older one are ' If you drink it, you get better of life' the company also uses the radio as another source of advertisement. This is a cheaper source of approach compared to the television. Recently, the company benefited from its involvement in the world's celebrated games such as the Olympics and the FIFA World Cup. COCA-COLA ZERO: NOKIA Coca-Cola Zero worked with Nokia to launch a special edition mobile phone brand CocaCola Studio to put their brand directly into the hands of consumers. The exclusive music content was bundled on device and acted as a real incentive to consumers to buy the Nokia 5310 Xpress Music Special edition, a handset that was designed by Nokia with music in mind. The device was sold through retail stores, the Nokia flagship store and online, and came bundled with: 4 songs from the Coca-Cola Zero Studio. COKE GETS IN THE GAME WITH TRON: LEGACY When Coke Zero entered into a marketing partnership with Disney's Tron: Legacy last fall, the pressure was on to do something spectacular, particularly in the digital and mobile realms given that the film was sure to impress audiences with extraordinary 3-D visuals and computer-generated effects. "It was really important for us within the backdrop of such a breakthrough film to create a cutting-edge marketing plan that allowed for consumers to experience Tron like they haven't experienced it with any other medium," acknowledges Maurice Cooper, senior brand manager of Coke Zero, Coca-Cola North America. "So that was our brief - we wanted to give an innovative look into the world of Tron through Coke Zero." PLACE OF DISTRIBUTION:
The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents. Coca-Cola Zero branding on the box, sleeve, phone, jewellery and headset.
Saiful Amin Binary University College