COCA-COLA:

COKE ZERO
Group no:3
Divya Yadav
Diksha Maheshwari
Divyendu Jha
Gaurav Sachdeva
Gaurav keswani
Dhruv kumar dehinwal
Swetha Thota
Hatim cyclewala
 Product
Coke Zero
• Coke Zero is the only zero-sugar product with tastes exactly like its
mother product, coca cola (or coke).
• Coke Zero unique selling point (USP) for the product is it has zero sugar
and calories
Product Characteristics:
• Introduced in 2005 by Coca-Cola Company in United States
• Have normal cola flavor replicating base product, Coca-Cola
• Color of Caramel E-150d
• Have various variants like 
• Coca Cola Zero
• Coca Cola Jerry Zero
• Coca Cola Vanilla Zero
• Coca Cola Lime Zero
• Caffeine-free Coca-Cola Zero
 Product
Features Benefits
Introduced as Coke Zero, a diet cola Tastes like original coke while having no
having no calories in it calories or sugar
Uses Aspartame and Acesulfame Acts as a stress reliever while not
potassium, zero-calorie sugar substitute creating acid and thus avoiding
heartburn 
Thoroughly tested and confirmed as With the least amount of caffeine as
safe by the U.S. Food and Drug compared to competitors it helps to give
Administration (FDA) you a little boost of energy while
avoiding too much caffeine intake thus
avoiding risks associated with high
caffeine intake
Acts as a digestive drink while taking Least amount of caffeine (9.6mg per1
care of your health 100ml) among competitors
Suitable for individuals, willing to reduce Easy availability due to established
calorie-intake and branded beverage distribution and retailing channel
Target Market
AGE GROUP OF 35-50
YOUNGSTERS:
YEARS: We provide
youngsters spend most
Coke Zero for the
of their money on
older section of the
food and beverages;
society where we use
they constitute a
ingredients which are
great proportion of
sugar free. Thus they
the market. As they
enjoy Coke Zero
love to try new things,
without making
this will attract them
themselves unhealthy

ALL INCOME GROUPS: TRAVELLERS: Due to

We are targeting all its mini-form factor,
income groups. We Coke Zero is highly
believe that we will convenient to carry
have consumers from along during journeys
different income or trips. This is why it
groups as we have will be targeted at
reasonable pricing. travelers as well.
 Positioning
We will position Coke Zero as a lifestyle drink for the masses

Through extensive advertising, we will be able to establish Coke Zero as a way of life

Coke Zero will represent vibrancy and seek to promote a new zest for life, a break from the
routine, excitement and exhilaration

The positioning of Coke Zero will • Premium Segment

have three distinct • Premium Costing
characteristics, which are • Healthy Product
mentioned below:

Compared to other cold drinks, it is positioned at a low calorie, high caffeinated drink
Perceptual Mapping
Manufacturing Process at a Glance
• Coca-Cola has a Franchise Model wherein it only produces the syrup
concentrate and distributes it to bottlers in specific locations
Distribution Chanel of
Coca-Cola in Urban Areas
Direct Selling: In this Coca-Cola uses its own transport to transfer
their products to generally big supermarkets like Big Bazaar, Nilgiris
in tier 1 cities, it is notified by the supermarket to replenish the
batches

Indirect Selling: This generally done for small shops in cities. Coca-
Cola has developed a complex web of wholesalers and retailers
acting as middle men.

Vending Machines

Ho-re-ca Distribution Chanel: It refers to hotels, restaurants and

cafes. Coca-Cola is known for producing SKUs that cater specifically
to this segment

Coca-Cola also boosts its distribution channel by providing various

infrastructural needs to hold the product as Vizi Coolers, Freezers,
and Display Racks etc
Distribution Channel of Coca-
Cola in Rural areas

The stock is
With the increase transported from
in discretionary the bottling
Trucks carry
income of rural plants to hubs These spokes The large supply
loads to large
India, Coca-Cola and then from feed the retailers once a week to
distributors twice
developed a Hub the hubs, the catering to the small retailers
a week who pay
and Spoke stock is then demand in rural who make the
through demand
distribution transported to areas payment in cash
drafts
system for rural spokes which are
India situated in small
towns
Evaluation of different Channel
Strategies
The various
distribution • End customer needs
channels are • Chanel Economics
evaluated based • Emerging competitors
on
Pricing: Coca Cola

While deciding the pricing for Coke Zero, the

following factors should be kept in mind:

The demand for the product should be kept in

mind: There is a growing sense of health awareness
amongst the people and hence there is a surge in
demand for a product like coke zero.

Price should be such that it gives the company

maximum revenue: The price of coke zero should
be neither too low nor too high. The price of
competitors like Diet Pepsi, Diet RC should also be
considered.
Pricing of different bottles
The price of coke zero should be kept in competition as that of its
main rival Diet Pepsi, despite Coca-Cola being the market leader

mL Diet Pepsi Coke Zero

250 25 25

600 35 35
Pricing Techniques that could
be employed

Market
Promotional
Penetration
Pricing
Pricing

Segmented
Pricing: based on Discriminatory
different Pricing: Charging
packaging for different prices in
different bars, movie
segments such as theatres, airports
tetra packs, pet etc
bottles etc
SWOT ANALYSIS
Strength:
• Proven advertising and
marketing capabilities
• Extensive and diversified product
portfolio
• Strong partnerships with bottling
companies
• Leading player in the global
beverages industry
• Enjoys rand recognition and
reputation
• Strong Distribution and Retailing
Channels
Opportunities:
• Increasing focus of working class
people on their health and
dietary food and beverages
• Expansion of ready-to-drink
(RTD) coffee products markets
• Increasing urban middle class
and income levels of people
Weakness:
• Focusing all research and
development efforts entirely on
beverage section whereas it’s
major competitor, PepsiCo is
earning 42% from beverages
and other snacks.
• There has been negative
publicity of Diet Coke due to
artificial flavour usage and
health concerns
Threats:
• Concern for health from artificial
sweeteners could be a major
concern
• Increased awareness against
carbonated drinks
• Water scarcity and its poor
quality could negatively impact
The Coca-Cola Company’s
production costs and capacity
• Increased competition and their
capabilities could hurt the
company’s business
 Marketing Communication

• Advertising Campaign
• Television
• Print Media
• Billboards and Posters
• Social media
• Social Media such as Instagram, Facebook and YouTube  
• Sales Promotion
• Coca-Cola products and bonus coupons, which they can
use in their grocery
Analysis of Individual (Major) competitors

Name: Pepsi

Product(features):

Major strengths :Pepsi v/s Coca-Cola:

1. Brand equity

2.Customer Loyalty 

3.Supply Chain

Major weaknesses v/s Coca-Cola:

1.Products perceived as unhealthy

2.Competition
Red Bull
Pricing:

Red Bull being on the top list they can easily charge a premium for their
products and customers will even buy it for their quality.

Major strengths

Red bull v/s Coca-Cola:

1.Powerful Branding

2.Marketing strategy

Major weaknesses v/s Coca-Cola:

1.Limited range product

2.High price tag

Major Trends
Political : Coca cola has always been a target of the public because of
its huge water usage and people from kerala had also protested
against it. Allegations of using pesticides was also there against coca
cola

Economic :Recent global crisis had not hugely affected coca cola.
Rising cost of raw material is a huge challenge for coca cola

Social: People in general are becoming health conscious and switching

to low calories products which add on to advantage of coke zero. Coca
cola zero is still findings its way in developing economy so its currently
need to adopt it’s marketing strategy for that

Technological :Coca cola in order to stay profitable is investing hugely

on technology to increase efficiency
Challenges faced by Coke
Zero
Growing awareness amongst consumers about health awareness

Large number of competitors

Direct competition from Pepsi zero

80% of the millennials have not tried Coke Zero

Also there can be problem of cannibalization if not targeted

properly
Additional Recommendation

• Partnering with Fast food Giant’s like

McDonalds, Domino’s etc as when consumer is
Partnering going for fast food they might get a conscience
to reduce the amount of calories while being
with Fast able to enjoy the food and drink with the same
food chains taste. This can help consumers to limit their
calorie consumption even while indulging in a
fast food diet.

• Coco-Cola should invest more in research and

Research & development to find the right mix of artificial
flavour that can provide the taste closest to
Developmen their original product. It would revolutionize
t the market if they are able to provide similar
taste at zero calorie.
THANK YOU