KHALID BAKRI QUYNH NGUYEN PERSELL MACHUCA TRAM HOANG

KHALID BAKRI, QUYNH NGUYEN, PERSELL MACHUCA, TRAM HOANG, JOEL LAGUNAS MKT 3300 – NOV 20, 2014

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

COKE ZERO Ø The perfect drink for people who want the great Coke taste, uplifting refreshment and zero sugar. Ø Introduced in 2005 Ø Low calorie variation of Coca-Cola specifically marketed to Men who were shown to associate diet drinks with women Ø Coca-Cola’s largest product launch in 22 years. Ø In 2009, Coca-Cola sold more than 600 million cases globally. Ø 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 Ø Most customers were looking for great Coca. Cola taste with zero calories. Ø Adult males of age 18 – 35. Semi – Athletic Male. Ø Tech-savvy youngers.

MARKETING ENVIRONMENT: COMPETITORS AND CORPORATION Ø Competitors: • Pepsico- Pepsi Max • Dr Pepper Snapple-Diet Rite zero calorie cola, RC Ten Ø 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 Ø advertised on top rated shows: (American Idol) Ø Partnerships with Fantasy Football Ø ads during college basketball NCAA tournament Ø Sponsor Bundesliga club Borussia Dortmund Ø Media strategy includes magazine, outdoor, network radio, cable, TV , social networking Ø Coke Zero’s creative themes involved irreverent commercials featuring taste infringement. Ø Christmas 2013: launched an interactive website that allowed people to customize their Christmas sweater.

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

RECOMMENDATION Ø MARKETING OBJECTIVE: To increase market share of Coke Zero Ø • Ø Ø 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) Ø Creating a gift like lottery, and put it into multi-pack of Coke Zero, it encourages consumers to buy more. Ø 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 You. Tube 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 3. Easier for call to action activities

DIGITAL ADVERTISING BUDGET You. Tube 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 Ø 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. Ø 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 -he-came-up-with-shocking-results/# Ø Coke Zero has the opportunity to build preference by entrenching their brand into the lives of Guardians.

REFERENCES Ø http: //en. wikipedia. org/wiki/Coca-Cola_Zero Ø http: //www. cokezero. com Ø http: //www. upvines. net/he-boiled-coke-zero-and-a-bottle-of-cocacola-he-came-up-with-shocking-results/# Ø http: //www. forbes. com/powerful-brands/list/ Ø http: //adage. com/article/media/coke-pepsi-max-media-planworked/146884/ Ø http: //www. quora. com/How-many-people-actually-click-Facebookads Ø http: //www. pennapowers. com/how-much-do-ads-on-youtube-cost/ Ø http: //www. quora. com/How-much-does-it-cost-to-advertise-on. Twitter

THANK YOU