Discussion and analysis of the marketing strategy of Coke Zero in the US market

Abstract

Coke Zero 375ml cans as sold in vending machines were launched in the US market in 2005, as a sugar-free version of Coca-Cola that maintains the same taste. The product is controlled by the Coca-Cola Company, a multinational firm that is most famous for its namesake product CocaCola, but also produces a range of sodas, spring waters, bottled teas, and other beverages.1 Cans of Coke Zero sold through vending machines are marketed as a convenient product for 18-22-year-old health-conscious male cola-drinkers who identify with masculinity. As the product is currently within the growth stage of the product life cycle and market penetration is the most appropriate strategy, its marketing mix strategy has evolved accordingly. Product features, convenience pricing strategy, customer relationship management (CRM) promotional strategy, and place utility with vending machine distribution have all been effectively utilised in order to maximise market penetration among the targeted customer segment.

The Coca-Cola Company advertising history illustrated through phonecards

“…This permitted consumers to gain points by entering codes from specially marked packages of Coca-Cola products into a website. These points could be redeemed for various prizes or sweepstakes entries (Lanthorn, 2013;Sarich et al, 2015).…”