Coca-Cola-Zero-Marketing-Case-Analysis可口可乐零度的市场分析PPT课件.pptx

Coca-Cola Zero Marketing Case Analysis1-contentsIntroductionMarketing Analysisa.SWOT Analysisb.Competitive AnalysisSTP Strategy AnalysisMarketing Mix AnalysisConclusion 2-Introduction3-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.4-Coca-Cola Zero5-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.6-SWOT Analysis7-StrengthsBest marketingWide distribution channelsLoyal consumers8-WeaknessConsumers stereotypeNegative publicity of product9-OpportunitiesConsumers willingness to try new productsLarge revenue growth10-Threats Improvement of health awarenessStrong competition with rivalsDependent on bottling partners11-CompetitorAnalysis12-Analysis of CompetitorsSources:(Coke info)(Pepsi World)13-Market Share17%8.80%9.20%65%Coke ZeroDiet CokePepsi MaxOthersSource:(business insider 2016)14-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 ZEROPEPSI MAXDIET COKESustainable Competitive AdvantageSources:(Coke info)(Pepsi World)(Wikipedia)15-STP Analysis16-SegmentationYoung males:pursuing health,flavor and coolness Young females:pursuing beauty,fashion and health Obese people and diabetic patients:pursuing health and flavor 17-Target market Main market:specially marketed to young adults males Secondary target market：young females pursuing beauty 18-PositioningLow caloriesHigh caffeineHigh caloriesLess caffeineDiet coke，coke zero Coke ，Pepsi Low calory Coolness and fashion19-Marketing Mix Analysis20-Logo21-I.Product?Logo?Name?Ingredients?Flavors?Packages 22-NamesCoca-Cola Zero sans caffeineCoca-Cola Zero FreeCoca-Cola Zero Caffeine Free可口可乐零度?In France?In Japan?In Netherland?In China23-Ingredients96 mg caffeine/literVaried combination of sweeteners and preservatives in various countries24-Flavors Coca-Cola ZeroCherryVanilla Lemon 25-Packages in the Past US Coca-Cola Cherry Zero cansFrench can of Coca-Cola zero caffeine free next to a US zero canUS Coca-ColaVanilla Zero cans26-Packages at Present Coke ZeroOne Brand27-II.Price Different sizes,different price rangesPenetration pricing policy28-III.Place 1.Global market2.Intensive distribution policy3.Various retailers29-1.Global marketNew ZealandAustraliaThe United StatesMiddle EastMost of the Asian countries 30-2.Intensive distribution policy Plans Warehouses company trucks Consumer market31-3.Various retailersCorner shopsService stationsLocal shopsSupermarketsTakeawayConvenience storesFast food outlets32-IV.Promotion 1.Promotional campaigns2.Persuasive advertisements3.Personal selling strategy33-1.Promotional campaignsI.Coke Zero GameII.Hypnosis show(Free Skyfall Tickets)III.Cool mobile application with chatting facilities and games.IV.Coke Zero Short Film CompetitionV.34-2.Persuasive advertisements Positive brand image RadioTelevision Billboards NewspaperMagazinesSocial Networks36-3.Personal selling strategyRepresentatives of the company Below-the-line Marketing (free samples of four million)37-Conclusion 38-Thank you Thank you 39-