Marketing Brief. Repositioning of Coke Zero. Assignment 2 Alexandra O Neil (A ) Pavani Rajandra (A ) Joshua Glaser-Keating (A )

Transcription

1 Marketing Brief Repositioning of Coke Zero Assignment 2 Alexandra O Neil (A ) Pavani Rajandra (A ) Joshua Glaser-Keating (A )!1

2 TABLE OF CONTENTS 1. Project Summary - Coke Zero launches a new advertising campaign 2. The product 3. Background 4. Target Market 5. Objectives 6. Forms of advertising and media to be used 7. Competitors 8. Conclusion!2

3 1. PROJECT SUMMARY COKE ZERO LAUNCHES A NEW ADVERTISING CAMPAIGN Coke Zero will be launching a new marketing campaign. Its aim is to broaden the target market to a new segment of the population. Overall this will effectively work to completely reposition the product in the market. Although Coke Zero can be seen as a well established product, a recent decline in sales has encouraged our team to devise a plan to completely reposition the product. Repositioning will be achieved through broadening our target audience and appealing to a wider market of consumers on account of the new advert. 2. THE PRODUCT Coke Zero is a zero-calorie carbonated cola drink which offers consumers a real coca-cola taste however with zero calories (Coca Cola, 2016). The product contains 0.3 kcal per 100ml and artificial sweeteners. With the launch of our new marketing campaign, we do, however wish to change the products original packaging, which will be expressed further in this brief. We only wish to change the perceptions of the product for consumers and more importantly our potential consumers.!3

4 3. BACKGROUND Coca-Cola has been alive for 125 years and continues to make a massive impact in the market to this day. Our products were founded in Atlanta, Georgia, in 1886, Coca Cola has been a catalyst for social interaction and inspired and as a company we have created a worldwide brand that provides billions of moments of refreshment every day (World of Coca- Cola, 2016). In launch of our most recent product Coca-Cola Zero officially turns 11 next month. Our zero-calorie cola debuted in June 2005 and quickly became a hit new product to its new target market, males and has been out biggest launch since our last product Diet Coke was released in 1982 (Moye, 2016). The new products research can be outlined as early as 1990s, when the company was in search of a no-calorie Coca-Cola (Moye, 2016). The market was missing a key product (soon Coke Zero), a low-calorie sparkling option for younger males who, for the most part, wanted real Coca-Cola taste with zero calories (Moye, 2016). Since this realisation has finally been made a reality in June 2005, we have since reached the maturity age of our coke zero product, which has settled in brilliantly to accommodate its target market. 4. TARGET MARKET The current target market for Coke Zero is males around the age of The product itself, essentially is the same as diet coke. Although, as opposed to diet drinks associated with a female audience, Coke Zero was positioned as a zero calorie drink rather than a diet drink for men (Coke Solutions, 2014). However with the recent change of statistics in the South Australian market, indicating a decline in Coke Zero s product lifecycle, with our male target audience, being more inclined to purchase a regular Coke, over Coke Zero, a!4

5 new target market will be acquired for the product in order for the campaign to be successful. However being quite challenging, as Coke Zero is already a well established brand, to successfully achieve repositioning Coke Zero, we must first change the actual target market itself, then work to change the target audiences perceptions and overall understanding of the product, which will be obtainable through our new advert. Our new target audience for Coke Zero will consist of both males and females around the same age gap of Both genders being targeted will work to emphasise that Coke Zero is a drink for all which is our main message behind the campaign. Psychographics of our new target market can be described as sociable. Therefore our new campaign displays the importance of togetherness and engaging with others, responsible by Coke Zero. Our advert will also work to highlight our messages from past campaigns, which urge consumers and potential consumers to Share A Coke together. By using this strategy and applying it now to, our new Coke Zero campaign, will effectively work to influence our female audience members to purchase Coke Zero. As one can plainly see by incorporating the sharing aspect, will effectively help to combine both males and females with ease and influence buying behaviour. 5. OBJECTIVES Consumer insight Consumers of Coca-Cola products tend to see coke zero for males and diet coke specifically for females. For example in multiple articles (shown below) our product Coke Zero has been seen by consumers to target males, which is what we have successfully done for the past 10 years. Coca-Cola is launching a male-oriented soft drink backed by a month-long television advertising and poster campaign. The drink has been dubbed "Bloke Coke". (Martin!5

6 Hickman, 2006) Coca-Cola is gearing up for its biggest marketing push for a new product since the introduction of Diet Coke 22 years ago, with a new brand that will be marketed to men as "bloke Coke". (Sweney, 2006) Due to the length of our product within the market, it has reached a mature stage of its life cycle and is showing a plateau and stale movements. In order for a rebranding of the product we urge that a change to our current consumer insight on Coke Zero is strongly recommended. We need to reposition our current product so that both females and males see the product as a unisex alternative, rather than a male biased beverage. Changing the current insight surrounding the product may be difficult due the campaign being run later in the product lifecycle. Rebranding and repositioning of coke zero will help influence our designed target market to help achieve our objective at reaching out to our female section of the market. What we want them to feel/do Our long term goal for this campaign is to convince all consumers that coke zero is not only a sugar free alternative to normal coke, but is also targeted to female consumers whom may only be drinking diet coke (which is essentially a similar product to coke zero). If we are successful in convincing females to drink coke zero, we will stop with the product discrimination and hopefully achieve further sales across the globe. Message sent to consumers Coke Zero is a sugar free alternative that is just as great as coke and diet coke! As a current consumer of our products, you re able to take advantage of your daily sugar intake. Same great taste but a sugar free alternative. Some examples for getting across to our consumers could be to bring back the white can (Figure 1) we originally implemented with Coke Zero!6

7 but turned to black due to the bigger appeal to younger males (Moye, 2016). Our white colour lacked to males as it was not seen as a masculine product, therefore we needed a different look. Due to the product already having a firm male consumer market, changing of the packaging could prove beneficial to targeting females as it gives off a more female friendly vibe (Moye, 2016). Figure 1 6. FORMS OF ADVERTISING AND MEDIA TO BE USED Media outlets that will be utilised for our new advert plan, will be television and also the internet (social media platforms). These two mediums were chosen due to the widespread nature of coverage. Additionally, as our chosen target market are between the ages of 19-34, we felt as if the chosen medias would be most appropriate and well suited to our target market. The new campaign will be set to launch on the internet in the upcoming summer season with the television advert following behind it, being released just a few weeks after. To further!7

8 promote the new advert, we plan to publish the ad to our current Facebook, Twitter, Instagram and YouTube pages. Through uploading the new content to these popular social media sites, with already large followings, will furthermore increase consumers knowledge of the new campaign and work to change their current perceptions. We also hope that this decision sparks word of mouth amongst consumers. With 1.44 billion monthly active users on Facebook alone, the site can be seen as the market leader of social networking. Therefore we plan to also sponsor our Facebook posts, this will effectively allow the advert to be seen in our target markets newsfeed, and successfully allows us to reach, who we want to reach. Increasing brand awareness of our female audience is our main focus of this campaign. This is also seen as essential for new or relaunched brands (integrated marketing communications, 2015) Therefore creating high levels of brand awareness is paramount for Coke Zero s new direction. Advertising must also develop consumers expectations about brand performance (integrated marketing communications, 2015). Therefore in the advert we would like to show the ultimate Coke Zero experience, that consumers could have if they buy the product. Furthermore, in the advert a group of friends (males and females) will be down by the beach and can be seen having fun with one another (Chatting and Laughing) and the group of girls can be seen to have an Esky full of coke zero, as the advert progresses the group of friends are seen to be having better time with the help of Coke Zero, and their day goes on with exciting adventures and more fun. By simply displaying females, being the ones who brought the Coke Zero down to the beach will effectively change perceptions of our target market. Also with females and males drinking Coke Zero together and having fun, will also promote our key message of togetherness. The main strategy used throughout this advertisement is to appeal to both men and women. This will be achieved through the casting of our advert and also in the ways we target them online, with sponsored posts on popular social media sites. Sales hope to!8

9 increase with the new campaign as it helps to build brand awareness and change perceptions. 7. COMPETITORS Our brand Coke is well known as the number one soft drink company in the world. The company s main competitor, Pepsi has a similar range of products as Coke far back as the rivalry began. Both companies first launched their diet drinks around the same time period, with Coke first launching TaB in 1963 and Pepsi launching Diet Pepsi in 1964 (Business Insider, 2016). Coke Zero has a handful of direct competitors besides obvious healthier options such as fruit juices. iinternally, it can be said that Diet Coke is a competitor of Coke Zero. Although intended to target females, Diet Coke promotes the same idea of health as Coke Zero. Both contain no sugar and no calories but have different flavour bases intended to cater to the varying taste pallets of men and women (Coca Cola, 2016). On the other hand, Coke Zero s major external competitor is Pepsi Max. Coming from a totally different company, Pepsi Max is high in caffeine but, like Coke Zero, contains zero calories. It was also originally advertised as a diet soda for guys (Business Insider, 2016) but is now widely consumed by both genders. However Coke has had the upper hand since the beginning of both the Coke Zero and Pepsi Max campaigns outselling Pepsi Max by (Business Insider, 2016).!9

10 8. CONCLUSION With a well crafted television advert, we are able to effectively make Coke Zero appeal to our target market. Our key message we wish to communicate to our newly broadened target audience is that Coke Zero is not just a mens drink. It is a drink for all, a drink that both men and women can enjoy, and can also enjoy together which is highlight in the new advert. This new introduction to the market will be of great success due to our plan. This plan will effectively work towards our goals of reaching the maturity stage of the product lifecycle and maximise sales. We have strong confidence in this plan to reposition Coke Zero.!10

11 REFERENCES Coca-Cola Zero, From The Coke Product Line. cokesolutions.com. N.p., Web. 19 May 2016 History of Coca-Cola Australia Coca Cola Journey. N.p.,2016. Web. 20 May Chitty, Luck, Barker, Valos, Shimp. Integrated Marketing Communications. Moye, J. (2016). How Coke Zero Became a Hero: 10 Facts to Mark the Brand s 10th Birthday. [online] The Coca-Cola Company. Available at: [Accessed 22 May 2016]. Martin Hickman, C. (2006). Introducing 'Bloke Coke' - is this now the real thing?. [online] The Independent. Available at: [Accessed 24 May 2016]. World of Coca-Cola. (2016). Coca-Cola Facts & History World of Coca-Cola. [online] Available at: [Accessed 23 May 2016]. Bhasin, K, 2011 Business Insider, Coke Vs. Pepsi: The amazing story behind the infamous cola wars, < Coca-Cola, 2016, What is the difference between Coke and Coke Zero, < faq/difference-between-coke-zero-and-diet-coke>. WORD COUNT: 2,012!11