Analysis Of Coke Life And Coca-Cola Company

It is difficult to satisfy all the customer needs at once. This calls for a better approach in order to ensure that the marketing success target the specific group of consumers who will be served well. This requires the selection of the best target market that will enable the company to develop a successful marketing strategy. Currently, it appears that there is a great demand for low calorie/fat content foods and drinks. This is a fast growing market segment in the soft drink market. High consumption of fat content may result to heart diseases and diabetes and many customers are beginning to adopt the healthy life style that demands low consumption of sugar contents (Nasdaq, 2014). The popularity of low calorie foods and soft drinks is going

However, the taste for such products may become unpleasant and may not be accepted by all the customers. Coke Life is a low-Calorie soft drink product that is more or less similar to the original Coca-Cola but has 30% less sugar content. This product was developed by the Coca-Cola Company after realizing that most of the customers who preferred to maintain a healthy style of living wanted to have the same taste of the original Coca-Cola but with low contents of calories. Coke Life became a better solution for this market segment because it has nearly the same taste (Nasdaq

This helps in the serving of the customer needs in order to gain a good competitive advantage that will last in the market and create a big impact. From the above diagram it is clear that Coke Life positions itself in good taste soft drink that contains low calorie. It is therefore very competitive when compared to the normal soft drinks of other beverage competitors such as the Pepsi. Coca-Cola Company serves the best purpose for customers who would wish to strike a perfect balance between soft drink products that have low sugar content and have good taste. The figure demonstrates how market positioning can be a good strategy to help a company to achieve its goals and objectives (Nasdaq, 2014). This helps to counter the competitor and strike a unique feature of the product or service. It is therefore important to ensure that the company finds the right position for its products in the target market that will enable the customer differentiate them from the competitor’s products.

Know the product from a customer view The differentiation strategy seeks to create a competitive advantage of the business in the market for its products and services by making them uniquely different from those of the competitors in terms of price, quality, performance, durability and features. The products or services should also be unique in a manner that the competitor finds it hard to copy. In order