KHALID BAKRI, QUYNH NGUYEN,
PERSELL MACHUCA, TRAM HOANG,
JOEL LAGUNAS
MKT 3300 – NOV 20, 2014
COCA-COLA
 The world’s 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 sustainable growth to operate in
tomorrow’s world.
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-Cola’s 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 Coca-Cola 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 Coca-Cola
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 Zero’s creative themes involved irreverent
commercials featuring taste infringement.
 Christmas 2013: launched an interactive website that
allowed people to customize their Christmas sweater.
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 aspartame
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.
RECOMMENDATION
 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
the coupon
MOBILE
1. Users can directly upload
videos from their phones
2. Enable friends to comment
3. Easier for call to
action activities
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
CONCLUSION
 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-of-coca-cola-hecame-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-coca-colahe-came-up-with-shocking-results/#
 http://www.forbes.com/powerful-brands/list/
 http://adage.com/article/media/coke-pepsi-max-media-planworked/146884/
 http://www.quora.com/How-many-people-actually-click-Facebook-ads
 http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
 http://www.quora.com/How-much-does-it-cost-to-advertise-on-Twitter
THANK YOU