Coca-ColaZeroMarketingCaseAnalysis可口可乐零度的市场分析

Coca-ColaZeroMarketingCaseAnalysiscontents•Introduction•MarketingAnalysisa.SWOTAnalysisb.CompetitiveAnalysis•STPStrategyAnalysis•MarketingMixAnalysis•ConclusionIntroduction•TheCoca-ColaCompanyisanAmericanmultinationalbeveragecorporation,andmanufacturer,retailer,andmarketer.•ThecompanyisbestknownforitsflagshipproductCoca-Cola,inventedin1886bypharmacistJohnSmithPembertoninColumbus,Georgia.Coca-ColaZeroWhyitcalled“zero”?Cokezerousethese3kindsofsweetenerAspartame(阿斯巴甜),Acesulfamepotassium(安塞蜜)andSodiumcyclamate(甜蜜素)insteadofsugar,so“zero”meansdonotcontainsugarbutstillsweet.Isitrealnoheat?Inaddition,Aspartameisaddedverylittleinzero,whileAcesulfamepotassium(安赛蜜)andSodiumcyclamate(甜蜜素)inthehumanbodyishardlymetabolism,whichcanbethoughtofwithoutheat.ThisthreetypesofsweetenersneedtobecertainproportiontocooperatewitheachotherthatcanclosetoordinaryCoca-Colatasteasmuchaspossible.SWOTAnalysisStrengths•Bestmarketing•Widedistributionchannels•LoyalconsumersWeakness•Consumer’sstereotype•NegativepublicityofproductOpportunities•Consumer’swillingnesstotrynewproducts•LargerevenuegrowthThreats•Improvementofhealthawareness•Strongcompetitionwithrivals•DependentonbottlingpartnersCompetitorAnalysisAnalysisofCompetitorsSources:(Cokeinfo)(PepsiWorld)MarketShare17%8.80%9.20%65%CokeZeroDietCokePepsiMaxOthersSource:(businessinsider2016)Themostpopularcalorie-freesoftdrinkinAmerica.Theoriginalsparklingbeverageforthosewhowantgreatflavorwithoutthecalorie.TheonlysodawithzerocalorieandmaximumPepsitaste!RealCoketastewithzerocalorie.COKEZEROPEPSIMAXDIETCOKESustainableCompetitiveAdvantageSources:(Cokeinfo)(PepsiWorld)(Wikipedia)STPAnalysisSegmentation•Youngmales:pursuinghealth,flavorandcoolness•Youngfemales:pursuingbeauty,fashionandhealth•Obesepeopleanddiabeticpatients:pursuinghealthandflavorTargetmarket√Mainmarket:speciallymarketedtoyoungadultsmales√Secondarytargetmarket：youngfemalespursuingbeautyPositioningLowcaloriesHighcaffeineHighcaloriesLesscaffeineDietcoke，cokezeroCoke，Pepsi·Lowcalory·CoolnessandfashionMarketingMixAnalysisLogoI.ProductLogoNameIngredientsFlavorsPackagesNamesCoca-ColaZerosanscaffeineCoca-ColaZeroFreeCoca-ColaZeroCaffeineFree可口可乐零度InFranceInJapanInNetherlandInChinaIngredients•96mgcaffeine/liter•VariedcombinationofsweetenersandpreservativesinvariouscountriesFlavorsCoca-ColaZeroCherryVanillaLemonPackagesinthePastUSCoca-ColaCherryZerocansFrenchcanofCoca-ColazerocaffeinefreenexttoaUSzerocanUSCoca-ColaVanillaZerocansPackagesatPresentCokeZeroOneBrandII.Price•Differentsizes,differentpriceranges•PenetrationpricingpolicyIII.Place1.Globalmarket2.Intensivedistributionpolicy3.Variousretailers1.Globalmarket•NewZealand•Australia•TheUnitedStates•MiddleEast•MostoftheAsiancountries•······2.IntensivedistributionpolicyPlansWarehousescompanytrucksConsumermarket3.Variousretailers•Cornershops•Servicestations•Localshops•Supermarkets•Takeaway•Conveniencestores•FastfoodoutletsIV.Promotion1.Promotionalcampaigns2.Persuasiveadvertisements3.Personalsellingstrategy1.PromotionalcampaignsI.CokeZeroGameII.Hypnosisshow(Free‘Skyfall’Tickets)III.Coolmobileapplicationwithchattingfacilitiesandgames.IV.CokeZeroShortFilmCompetitionV.······2.PersuasiveadvertisementsPositivebrandimageRadioTelevisionBillboardsNewspaperMagazinesSocialNetworks3.Personalsellingstrategy•Representativesofthecompany•Below-the-lineMarketing(freesamplesoffourmillion)Conclusion