Diet Coke Advertising Case Study

Superior Essays
Register to read the introduction… FATIMA …show more content…
Advertising shouldalso create consumer interest in the brandand persuade the potential customer topurchase. Market Research is an essentialpart of product development but also playsan essential role in the development ofadvertising in order to identify what are the key elements to be included in theadvertisement that will appeal to potentialconsumers eg, music, humour, etc. s Target Audience
Diet Coke advertisements target both menand women. In the years immediately afterthe launch women in their twenties weretargeted but once the brand was wellestablished the age range was extended tofemales between 18 and 35 years of age.The male audiences for the campaigns areusually over 25 years of age. s Advertising Aim
The main aim of diet Coke advertising isto communicate the unique productbenefits of refreshing Cola taste with justone calorie. However, the advertisementmust also communicate and portray otherelements such as the brand image, brandname, people who drink the product, etc. s Market Research
Coca-Cola uses
…show more content…
Other brandsin the Coca-Cola portfolio include Lilt,Fanta, Sprite and their diet counterparts.Worldwide diet Coke has grown to be thethird largest brand in The Coca-ColaCompany. The introduction of diet Cokestrengthened the position of Coca-Cola asthe leading supplier of soft drinks inIreland. Over two-thirds of people whowant a non-alcoholic drink choose acarbonated soft drink (CSD) and over halfof those that choose a CSD select a Coca-Colabrand. Quite often they choose diet Coke

just for the taste of it.
Describe the importance of the TheCoca-Cola Company to the Irisheconomy.Draw a product life cycle diagram andshow where you would place each ofthe following electrical goods:(a) black and white television(b) colour television(c) digital television(d) computer monitor(e) digital camera.Outline the brand extension strategyfor any other brand you know.Positioning a product in the marketplaceis very important. Describe how Coca-Colamet the challenge of introducing diet Cokeonto the world market.From your reading of this study,demonstrate how Coca-Cola usesboth qualitative and quantitative marketresearch. Look at a recent diet Coke or Coca-Colaadvertisement and write a short noteabout the character and personality of

Related Documents

  • Decent Essays

    Coca Cola Advertising is an effective message using happiness and to hold an audience’s attention through storytelling. Coca Cola uses family values also transmitted values in different ways, using meaningful…

    • 1077 Words
    • 5 Pages
    Decent Essays
  • Improved Essays

    Pedigree Plus vs. Iams Healthy Naturals Marketing executives design their advertising messages to appeal to a specific audience using specific techniques. There is always a specific end goal in mind. Whether it be to sell a product, or to get a message out, executives seek to accomplish their goal. There are many different strategies used to make an advertisement effective.…

    • 1338 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    How Can Advertising Campaigns Affect People Who Purchase Products Over the years entrepreneurs and merchants used specific methods to get people to buy and consume products. Companies use distinctive ways to persuade its customers, by appoint items to consumers who would benefit from them. Different types of advertisement messages are portrayed through media, and it's done in a certain time frame. These campaigns need to be executed clearly in order for there target to understand the message they are trying to send out. Advertisement campaigns target certain people to buy products, help market a product and business, and to enhance a product and service.…

    • 810 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    5gum Ad Analysis

    • 1271 Words
    • 6 Pages

    We turn on the TV, flip through a magazine, everywhere we look there are advertisements promoting brands and products. These advertisements not only affect their audience but also their revenue. Advertisement can appeal to a persons emotions or persuade a person to buy a product. The Orbit ad targets young adults by appealing to self-confidence, self-satisfaction and self worth and the 5gum ad targets young adults by appealing to boldness, irresponsibility and self-image.…

    • 1271 Words
    • 6 Pages
    Superior Essays
  • Improved Essays

    The advertisement I will be discussing is a 30-second McDonald 's commercial that was originally shown in Spanish-speaking TV in the United States. The commercial shows a father with his teenage daughter and son, sitting around a table at McDonalds. The daughter proceeds to asks her father who his favorite daughter or son is, and he answers by explaining that he loves them both equally while comparing them to food items in their table. This advertisement aims to convince the audience that McDonald’s is not only a family place, but also a cheap and delicious alternative. As it is usual in their commercials, “low” prices appear on the screen at the end, as a way to consolidate the message or just in case the scene wasn’t convincing enough.…

    • 832 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    Coca-Cola’s Anti-Obesity Ad “Low and No-Calorie Ad” campaign remains the top causes of obesity in the America and globally, in spite of the new advertisement campaign. The Ad exemplify the Functional Theory, the company believes that the low calorie ad will change the American’s perspective about the Coca-Cola’s great contribution to obesity; and convinced that this will solve the critics they have been receiving from the market. Coca-cola’s agenda is to lure the consumers that they are drinking less sugar or no sugar drink at all, by comparing and the calorie difference from the original drink to the current. One of the critics, Michael Jacobs, executive director of the Center of Science in Public Interest, reproach that the ad is pretending…

    • 250 Words
    • 1 Pages
    Decent Essays
  • Decent Essays

    Advertisements are displayed globally by the internet, television, billboards, signs and so much more. They can show off products and ideas that are designed to help out and assist people in their daily lives, ad they can also show off food companies and brands. But advertisements can be used to persuade, convince and make people buy their products by using celebrities, slogans, characters, and modern must haves. Advertisements are used to introduct products ranging from foods to automobiles.…

    • 195 Words
    • 1 Pages
    Decent Essays
  • Superior Essays

    The Coca-Cola commercials show a great appeal to all people across the world. Each commercial for Coke is based off giving the audience a craving for a Coca-Cola, so that they will go out and purchase their product. Within the three non-verbal commercials, the message is to “taste the feeling”, using family values, inspiration, and freedom. The three commercials also have their differences between each other. Some of the differences that within the commercials were the emotions you receive, the relationship forms, and the tone of the music.…

    • 1599 Words
    • 7 Pages
    Superior Essays
  • Superior Essays

    The Coca-Cola Company, a multinational beverage corporation founded in 1886 by Dr. John S. Pemberton and Frank M. Robinson, is most well-known for its flagship product Coca-Cola. The Company makes its beverage products accessible to global consumers through its network of bottling and distribution operations, distributors, wholesalers and retailers. Coke has kept a firm lead in the U.S. carbonated drinks market, with 48.6% market share, made 44.29 billion dollars in 2015, and not only is it the top nonalcoholic beverage company, it is also one of the world’s most recognisable brands. Its recognition also comes with being associated to its home country, America, and perhaps the values it stands for.…

    • 1112 Words
    • 5 Pages
    Superior Essays
  • Great Essays

    A growing health awareness has led to higher demand for non-carbonated soft drinks. Coke and Pepsi have largely met this threat by diversifying into other product lines such as water, juice, tea, and sports…

    • 847 Words
    • 4 Pages
    Great Essays
  • Improved Essays

    To remain relevant, Australian Coca Cola Company can engage Coke’s 360 degree engagement plan that develops and promotes low or no calorie beverages. Develop positioning strategy Make a situating proclamation for every unique client division in Australia. Utilize predictable organizations that are prominent in Australia, for example, "for this intended interest group in Australia, the brand gives these imperative advantages that the rivals can 't match. " Use the situating articulation to make convincing messages to spur the prospect to purchase. Consolidate the key components of the situating proclamation in all the promoting correspondences with the goal that prospects get predictable messages at each one purpose of contact with your…

    • 810 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Currently, the firm has more than 40 percent of market share of the soft drink market, and it presents more than 160 countries in the world. With ongoing demands from consumers, Coca-Cola makes several new products to fulfill the consumer’s needs. Energy drinks, non-sugar products, and teas are the primary drinks of the firm to distribute to the market in the last 5 years. In fact, the carbonated drink industry…

    • 1050 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    The coke mission statement serves to refresh the world, inspire moments of optimism and happiness and create value and make a difference. Though the Pepsi market is growing the company does not strive to complete any mission leaving coke as a more reparable brand. Coca-Cola recently enacted a new marketing strategy in the food and beverage industry: If you are going to sell the stuff, you better talk about the stuff. Felix Salmon notes “in blind taste tests of wine, people almost invariably prefer sweeter varieties. This hardly means sweeter wines are always better—and Pepsi is sweeter than Coke” (Felix Salmon).…

    • 749 Words
    • 3 Pages
    Improved Essays
  • Great Essays

    Advertisements as a Genre Commercial advertisement is a genre directed to all people. Although all commercials fall under the same genre, there are many different techniques the author can take, depending on the purpose of the commercial and the audience that the author wants to reach. For example, an advertiser can take the celebrity approach and have a celebrity appearance in the commercial. This shows the audience that if the company is able to have someone famous represent them, they must be legitimate. Also, it allows people to think they can have the perfect life, just like their favorite role model.…

    • 1394 Words
    • 6 Pages
    Great Essays
  • Great Essays

    Coke Case Study

    • 2928 Words
    • 12 Pages

    Pepsi focused on young customers who have not yet formed spending habits and rely on Coca-Cola. In 1985, Pepsi's market share has reached 17.8% and Coca-Cola’s is 22% (Schindler, 1992). The leading position of Coca-Cola Company in the beverage market suffered the most serious challenge. After conducting a series of market research, Coca-Cola was confident that it had sufficient information displaying the new cola would be more popular than the old Coke and Pepsi cola (Greising, 1998). On April 23, 1985, New Coke officially came onto the market.…

    • 2928 Words
    • 12 Pages
    Great Essays