Coca-Cola Marketing Case Study Example | Topics and Well Written Essays - 250 words

Coca-Cola Marketing - Case Study ExampleIn linked States the drink has been tailored to its targeted market by decribing it zero calorie drink rather than a diet drink. In Australia the drink was promoted by fake wait groups. They used graffiti and spamming to promote the product. When they were exposed the cosumer advocates attacked the campaign and formed Coke-Zero Movement. After first five weeks of Coke Zeros entry in Australia the product set a new record by achieving the highest level of household penetration ever for any beverage company in Australia. The Success of Coke-Zero is the power of the zero per centum sugar proposition in response to consumer drink requirements. The company demonstrated the impact which new products have when a gap in the market is identified.(Heiman, 1998) other success of Coke-Zero is because of Coca-Colas bottling system which is their greatest stregths, this system allows the company to conduct their business globally while maintaining local approach.