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Swot Analysis Of Coke Zero

Satisfactory Essays
1. Introduction
“Real Coke taste, zero calories”* is one of the famous slogans used by the established company, Coca Cola. This slogan defines their new product, Coke Zero. Coke Zero was introduced in South Africa in August 2008 as a low calorie variation of Coca Cola. It is created for young male and female adults who demand a great Coke taste, uplifting refreshment and zero sugar. The brand evolved quickly, selling more than five million unit cases in three months and becoming the leading diet drink in the market (8)*.
When one thinks of Coca-Cola products, the first thought tends to be of die – hard fans*. Individuals in society cannot go a day without a Coke*. And while Diet Coke has been a leading sugar-free soft drink since it was first released, it came to light that young adult males shied away from this beverage*. This is due to men classifying Diet Cola as a woman’s drink. Men have a conventional look of associating woman with “wanting to be beautiful and thin”*. Not only does Coke Zero have to change the target markets perceptions but there are many competitors who are nearly identical. Where there are innovative products, there are substitutes. Pepsi Max and Jive Lite are the two competitors of Coke Zero. In order for Coke Zero to continue being consumers first choice, they need to consider the factors that influence the decision making process in the cluttered marketplace externally and internally.
2. Consumer decision making process
Consumers make many buying decisions every day*. Research of consumers decision making process are based on questions such as what does consumers buy, where they buy, how they buy, how much they buy, when they buy and why do they buy a specific product. Research done of consumer behav...

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...duct all affect consumer stimulus. Thus, it can be concluded that in order for Coke Zero to be successful and influence consumer’s decision making process, it is vital that Coca Cola maintains the studied factors in the marketing strategy in order to reach the diverse target market. The marketing strategy discussed earlier, should be tailored within the target markets perception of the brand. In order for Coca Cola to maintain its consumer’s first soft drink choice, they should change the health concerned and men consumers’ belief and attitude. In addition, although advertising campaigns are efficient in reminding and persuading consumers of brands and the product, Coca Cola must differentiate themselves in their quality of Coke Zero to maintain the taste of normal Coke but with zero calories. This will help Coke Zero to rise to the top in the cluttered marketplace.
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