Diet Cokefaculty.marshall.usc.edu/Davide-Proserpio/BUAD307... · By Coca-Cola. Down to business...
Transcript of Diet Cokefaculty.marshall.usc.edu/Davide-Proserpio/BUAD307... · By Coca-Cola. Down to business...
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Diet Coke
Alex Rexach and Giovanni Bartolomeo
By Coca-Cola
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Down to business
Before Now
https://www.youtube.com/watch?v=8vqTH5eEO8A
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● Expand target market
● Diet Coke rebrand #Youdoyou
● Ride the current health trend
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INCREASE DEMAND
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SWOT
Strengths:
● Well-known and respected brand● Diverse array of products
Weaknesses:
● Coca-Cola known for being unhealthy● Mixed messaging
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Opportunities:
● Easily increase demand for Diet Coke● Maintain lead in sales over standard Coke
Threats:
● Lose a portion of target market● Trying too hard
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Segmentation, Targeting, Positioning
● Different flavors
● Two ways of seeing targeting
● Generation Z
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PRODUCT
PLACE
PRICE
PROMOTION
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Evaluation & Ethics● Increase in demand● Larger gap between Diet Coke sales and normal
coke sales● (Broader target market)
● Now: Possibly making fun out of the elderly● Before: Possibly objectifying men
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Thank you for your attention