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Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, and Coke Life. What types of benefits sought, usage rates, demographic & lifestyle segmentation is each product’s target consumer most likely to include? (10 pts) (Chapter 8, p 133-140)(Harvard Business Review Articles – Cola Wars Continue) This could be answered with a table.
2. Coke is sold in many restaurants. What type of buyer is the restaurant community as identified in chapter 7 , business to business marketing? What is the buying situation most likely encountered when purchasing Coke for a chain restaurant.
3. According the video “Choice, Happiness and Spaghetti Sauce” with Malcom Gladwell, what was the product strategy error made in the introduction of “New Coke” in 1985? Research the New Coke introduction further, (much has been written about this case) what consumer research process errors were made as well?
4. Do you think Diet Coke could have been repositioned to change consumers’ perceptions of it enough to be considered a drink equally appealing to men? Why or why not? In other countries, Diet Coke is called “Coke Light” Would this be a more universally appealing position? Why or Why not?
5. Global growth has been a key strategy for Coke, and one way they have been successful in winning the Cola Wars, discuss their strategy for global growth and distribution and obstacles they faced.
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