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Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero (now known as Coca-Cola Zero Sugar) . It has chosen to attempt to appeal to men with Coke Zero. In addition to launching an ad campaign featuring men enjoying Coke Zero, Coca-Cola also designed a masculine-looking can for Coke Zero, with bold red lettering on a black background. This specially designed can is an example of
A) positioning.
B) targeting.
C) segmentation.
D) a market segment.
E) market penetration.
Masculine-looking Can
Describes beverage packaging designed with features traditionally associated with masculinity, aiming to appeal to male consumers.
Market Penetration
The strategy of increasing the market share of an existing product, or promoting a new product, through aggressive marketing and sales techniques.
Coke Zero
A zero-calorie carbonated cola beverage produced by The Coca-Cola Company, designed to mimic the taste of the original Coca-Cola but without the sugar.
- Understand positioning and targeting strategies to appeal to desired market segments.
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Learning Objectives
- Understand positioning and targeting strategies to appeal to desired market segments.
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