KHALID BAKRI, QUYNH NGUYEN,

PERSELL MACHUCA, TRAM HOANG,

JOEL LAGUNAS
MKT 3300 NOV 20, 2014

COCA-COLA
The worlds leading manufacturer, marketer
& distributor of non-alcoholic beverage
concentrates and syrups.
Created in Atlanta, Georgia by Dr. John
Pemberton on May 8, 1886.
Operating in more than 200 countries &
operating nearly 400 brands
Mission: To refresh the world- in mind,
body and spirit
Objective: Company conducts business
responsibility and ethically to accelerate

COKE ZERO
The perfect drink for people who want the great
Coke taste, uplifting refreshment and zero
sugar.
Introduced in 2005
Low calorie variation of Coca-Cola specifically
marketed to Men who were shown to associate
diet drinks with women
Coca-Colas largest product launch in 22 years.
In 2009, Coca-Cola sold more than 600 million
cases globally.
In September 2010, Coca-Cola Zero is available
in more than 130 countries.

VARIANTS

Coca-Cola
Vanilla Zero

Coca-Cola
Cherry Zero

Coca-Cola Zero
Caffeine Free

MARKETING
ENVIRONMENT:
CONSUMERS
Most customers were
looking for great CocaCola taste with zero
calories.
Adult males of age 18
35. Semi Athletic
Male.
Tech-savvy youngers.

MARKETING ENVIRONMENT:
COMPETITORS AND
CORPORATION

Competitors:
Pepsico- Pepsi Max
Dr Pepper Snapple-Diet Rite zero calorie cola, RC
Ten
Corporation:
Coke Zero is registered trademark of the CocaCola company
Coca-Cola is the world leading manufacturer,
distributor of non alcoholic beverage

RECENT MARKETING AND

ADVERTISING CAMPAIGNS

advertised on top rated shows:(American

Idol)
Partnerships with Fantasy Football
ads during college basketball NCAA
tournament
Sponsor Bundesliga club Borussia
Dortmund
Media strategy includes magazine, outdoor,
network radio, cable, TV , social networking
Coke Zeros creative themes involved
irreverent commercials featuring taste

SUCCESS FOR COKE ZERO

New category
Sugar free coke
Great taste
Relevant marketing
Strong distribution
Loyal consumers
Using irreverent, humorous
communication

SWOT ANALYSIS

STRENGTH
Strong male consumers
High growth opportunity
Supported by Coca-Cola
company
Different images

WEAKNESS
Not targeting
females
Viewed as just diet
soda

SWOT
OPPORTUNITIES
Introduce Coke Zero to
more countries
Broaden consumer target

THREAT
Many competitors
Diet Pepsi Max advertise in
the same channels
Consumers worry about aspartam
Increasing alternative beverages

PROBLEMS FOR
COKE ZERO

Consumers are unconvinced of safety of

artificial sweeteners
Some potential consumers do not like the taste
of Coke Zero
Lower sales for female demographic.
Viewed as just another diet soda
Diet Pepsi Max is advertised on the same
television networks as Coke Zero.
Problems expanding in other markets.

RECOMMENDATIO
N
MARKETING OBJECTIVE:
To increase market share of Coke Zero
MARKETING IMPLEMENTATION:
Continue marketing to Male drinkers.
Coupons
Rewards program (It will help increase repeat purchase
because consumers buy more products to get more
points)
Creating a gift like lottery, and put it into multi-pack of
Coke Zero, it encourages consumers to buy more.
Increasing online campaign (social networking, videos,
mobile, online ads & promotion)

THE DIGITAL CAMPAIGN

FACEBOOK
1. Update pictures,
videos, surveys
2. Facebook ads
3. Invite more friends
to join
Coupons

YOUTUBE
1. Promotion through
YouTube ads
2. Share videos uploaded
by users on social
marketing websites

DIGITAL
MARKETING
PLAN
TWITTER
1. Update news about Coke
Zero
2. Set up customer reward
system
3. Use mobile devices get

MOBILE
1. Users can directly
upload videos from their
phones
2. Enable friends to
comment

DIGITAL ADVERTISING
BUDGET
YouTube Advertising(In-stream ): $.020 per view
1 billion active users each month
Estimated Costs= $500,000

Facebook Advertising : $0.10 cost per click

Over 1.23 billion active users each month, less than 4% of users click on
ads per day
Estimated costs: 400,000

Twitter Advertising : $2.50 per follower. Current amount of

followers 207,000
232 million active users each month
Goal to reach 400,000 followers
Estimated Costs: 482,500

Total Costs: $1,382,500

CONCLUSIO
N
Coke Zero is different. It is not a diet soda, but it does
not have any calories, so it is seen as intriguing and
mysterious.
By holding a Coke Zero, people seem a bit more
mysterious and therefore get more attention.
http://www.upvines.net/he-boiled-coke-zero-and-a-bottle-ofcoca-cola-he-came-up-with-shocking-results/#
Coke Zero has the opportunity to build preference by
entrenching their brand into the lives of Guardians.

REFERENCES
http://en.wikipedia.org/wiki/Coca-Cola_Zero
http://www.cokezero.com
http
://www.upvines.net/he-boiled-coke-zero-and-a-bottle-of-c
oca-cola-he-came-up-with-shocking-results
/#
http://www.forbes.com/powerful-brands/list/
http://adage.com/article/media/coke-pepsi-max-media-pl
an-worked/146884
/
http://www.quora.com/How-many-people-actually-click-F
acebook-ads
http://www.pennapowers.com/how-much-do-ads-on-youtub
e-cost/

THANK
YOU