Coke Zero Marketing Plan

I. INTRODUCTION

The Coca Cola Company was created by pharmacist John S Pemberton back in 1886 in Georgia Atlanta. Frank Robinson, the company’s accountant, names the drink “Coca Cola” in 1887. Pemberton registers his “CocaCola Syrup and Extract” label as a copyright that same year. One year later, the company’s control of the formula and patent are acquired by Asa Candler. By 1895, the company reports that Coca Cola is sold in every state of the United States. Alexander Samuelson of the Root Glass Company in Terre Haute, Indiana, designed the distinctive bottle shape, and it was patented on November 16, 1915. The bottle was modified and slimmed down to work with the current bottling equipment and went into broader production in 1916. In 1960, the contour bottle was granted registration as a trademark by the U.S. Patent Office. With the help of advertisement in calendars, posters, TV commercials and more, Coca Cola grew tremendously and expanded overseas. In 1955, the company introduced new products of beverages like flavored sodas. Then, in 2005, the Coca Cola Company introduced Coke Zero, a zero calorie soda. It became the largest product launch in 22 years “reaching billion-dollar status in 2007. Coca-Cola Zero offers great Coke taste, uplifting refreshment and zero sugar”. (Coca-Cola Company) This soda was marketed mostly to men, who view diet coke as a female drink. It is also marketed as having a more similar taste as Coca-Cola than diet coke which has a different formulation. The Coca-Cola Zero logo generally features the script Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case. In the United States, the letters gradually become lighter over the course of the word. However, there are variations of the logo in different countries. In 2007, the Coca-Cola Company launched Coke Zero’s sister sodas Coca-Cola Zero Cherry, Coca-Cola Zero Vanilla, and caffeine free.

II. MARKET SITUATION SANALYSIS...