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,单击此处编辑母版标题样式,2017/9/16,#,单击此处编辑母版文本样式,第二级,Coca-Cola Zero Marketing Case Analysis,contents,Introduction,Marketing Analysis,SWOT Analysis,Competitive Analysis,STP Strategy Analysis,Marketing,Mix,Analysis,Conclusion,Introduction,The Coca-Cola,Company is,an American multinational beverage corporation,and manufacturer,retailer,and,marketer.,The,company is best known for its flagship product Coca-Cola,invented in 1886 by pharmacist John,Smith,Pemberton in Columbus,Georgia.,Coca-Cola Zero,Why it called“zero”?,Coke zero use these 3 kinds of,sweetener Aspartame,(,阿斯巴甜,),Acesulfame potassium(,安,塞,蜜,)and Sodium cyclamate(,甜蜜素,)instead,of sugar,so“zero”means do not contain sugar but still sweet.,Is it real no heat?,In,addition,Aspartame is added very little in zero,while Acesulfame,potassium(,安赛蜜,)and Sodium cyclamate(,甜蜜素,),in,the human body is hardly metabolism,which can be thought of without heat.This three types of sweeteners need to be certain proportion to cooperate with each other that can close to ordinary Coca-Cola taste as much as possible.,SWOT Analysis,Strengths,Best marketing,Wide distribution channels,Loyal consumers,Weakness,Consumers stereotype,Negative publicity of product,Opportunities,Consumers willingness to try new products,Large revenue growth,Threats,Improvement of health awareness,Strong competition with rivals,Dependent on bottling partners,CompetitorAnalysis,Analysis of Competitors,Sources,:(Coke info)(Pepsi World),Market Share,Source:(business insider 2016),The,most popular calorie-free soft drink in America.,The,original sparkling beverage for those who want great flavor without the,calorie.,The,only soda with zero,calorie,and maximum Pepsi taste!,Real Coke taste with zero calorie.,COKE ZERO,PEPSI MAX,DIET COKE,Sustainable Competitive Advantage,Sources,:(Coke info)(Pepsi World)(Wikipedia),STP Analysis,Segmentation,Young males:pursuing health,flavor and coolness,Young females:pursuing beauty,fashion and health,Obese people and diabetic patients:pursuing health and flavor,Target market,Main market:specially marketed to young adults males,Secondary target market,：,young females pursuing beauty,Positioning,Low calories,High caffeine,High calories,Less caffeine,Diet coke,，,coke zero,Coke,，,Pepsi,Low calory,Coolness and fashion,Marketing Mix Analysis,Logo,Product,Logo,Name,Ingredients,Flavors,Packages,Names,Coca-Cola Zero sans caffeine,Coca-Cola Zero Free,Coca-Cola Zero Caffeine Free,可口可乐零度,In France,In Japan,In Netherland,In China,Ingredients,96 mg caffeine/liter,Varied combination of sweeteners and preservatives in various countries,Flavors,Coca-Cola,Zero,Cherry,Vanilla,Lemon,Packages in the Past,US Coca-Cola,Cherry Zero cans,French can of Coca-Cola zero caffeine free next to a US zero can,US Coca-Cola,Vanilla Zero cans,Packages at Present,Coke Zero,One Brand,Price,Different sizes,different price ranges,Penetration pricing policy,Place,Global market,Intensive distribution policy,Various retailers,Global market,New Zealand,Australia,The United States,Middle East,Most of the Asian countries,Intensive distribution,policy,Plans,Warehouses,company trucks,Consumer market,Various,retailers,Corner shops,Service stations,Local shops,Supermarkets,Takeaway,Convenience stores,Fast food outlets,Promotion,Promotional campaigns,Persuasive advertisements,Personal selling strategy,Promotional campaigns,Coke Zero Game,Hypnosis show(,Free Skyfall Tickets,),Cool mobile application with chatting facilities and games.,Coke Zero Short Film Competition,Hypnosis show,Coke,Zerounlock the 007 in you,2.Persuasive advertisements,P,ositive,brand image,Radio,Television,Billboards,Newspaper,Magazines,Social Networks,Personal selling,strategy,Representatives,of the company,Below-the-line Marketing (free samples of four million),Conclusion,Thank you,9,、静夜四无邻，荒居旧业贫。,10月-24,10月-24,Sunday,October 6,2024,10,、雨中黄叶树，灯下白头人。,11:54:53,11:54:53,11:54,10/6/2024 11:54:53 AM,11,、以我独沈久，愧君相见频。,10月-24,11:54:53,11:54,Oct-24,06-Oct-24,12,、故人江海别，几度隔山川。,11:54:53,11:54:53,11:54,Sunday,October 6,2024,13,、乍见翻疑梦，相悲各问年。,10月-24,10月-24,11:54:53,11:54:53,October 6,2024,14,、他乡生白发，旧国见青山。,06 十月 2024,11:54:53 上午,11:54:53,10月-24,15,、比不了得就不比，得不到的就不要。,。,十月 24,11:54 上午,10月-24,11:54,October 6,2024,16,、行动出成果，工作出财富。,2024/10/6 11:54:53,11:54:53,06 October 2024,17,、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。,11:54:53 上午,11:54 上午,11:54:53,10月-24,9,、没有失败，只有暂时停止成功！。,10月-24,10月-24,Sunday,October 6,2024,10,、很多事情努力了未必有结果，但是不努力却什么改变也没有。,11:54:53,11:54:53,11:54,10/6/2024 11:54:53 AM,11,、成功就是日复一日那一点点小小努力的积累。,10月-24,11:54:53,11:54,Oct-24,06-Oct-24,12,、世间成事，不求其绝对圆满，留一份不足，可得无限完美。,11:54:53,11:54:53,11:54,Sunday,October 6,2024,13,、不知香积寺，数里入云峰。,10月-24,10月-24,11:54:53,11:54:53,October 6,2024,14,、意志坚强的人能把世界放在手中像泥块一样任意揉捏。,06 十月 2024,11:54:53 上午,11:54:53,10月-24,15,、楚塞三湘接，荆门九派通。,。,十月 24,11:54 上午,10月-24,11:54,October 6,2024,16,、少年十五二十时，步行夺得胡马骑。,2024/10/6 11:54:53,11:54:53,06 October 2024,17,、空山新雨后，天气晚来秋。,11:54:53 上午,11:54 上午,11:54:53,10月-24,9,、杨柳散和风，青山澹吾虑。,10月-24,10月-24,Sunday,October 6,2024,10,、阅读
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