COKE ZERO

STAGE 4:MARKETING STRATEGIES &DEVELOPMENT
Company's objectives about Zero are to sell and introduce this new product to the young people.
Therefore, the Main target group of Coca-Cola zero is 18-29 years, which focused on young male adults. But Zero also gets a lot of sales from men 35 years or older, who take care of their bodies.
Men are 55 percent of Coke Zero's drinkers. It has stronger but 45 percent of total sales is racked up by female drinkers, although the drink exclusively targets men.
Moreover, the early days of the brand, Coca-Cola linked Coke Zero to some of its biggest marketing events and made Coca-Cola Zero rise to the top of the beverage chain shows enormous potential.
For Christmas, 2013, Coke Zero launched an interactive website that allowed people to customize the designs of their Christmas sweater.


STAGE 3:CONCEPT DEVELPOMENT &TESTING
Through research was used as a driving force to maximize effectiveness throughout the development of the product.
The key target public for Coca-Cola Zero was 20-29 year olds with a male
Consumer group 1 (20-29 year olds, male skew) – who were targeted through media reaching this audience including men's lifestyle, sports, street and university press and metro newspapers.
Consumer group 2 (general public) – in addition to the key target audience, a broader audience needed to be reached, to ensure all possible purchasers (such as main grocery buyers) were reached.
This target public was reached through retail trade publications.
.Competitors – in order to put our competitors 'on notice' that there was a new player in the category, they needed to reach them through marketing media, by securing 'endorsement' from key metro newspaper marketing pages.

Stage 2: IDEA SCREENING




Prior to the launch of Coca-Cola Zero, brand Coke discovered that consumers hitting their 20's were starting to move away from the brand, seeking out non sugar beverage options. An opportunity was identified by the business to keep Coca-Cola drinkers with the brand by offering them a non sugar version.
Diet Coke had been in the market in Australia for 23 years and while this was a non sugar cola option, it skewed to a female audience due to the light taste and carbonation, and the brand positioning.
A full flavoured and full carbonated non sugar cola was needed to fill this gap for the male target.
STAGE 8: COMMERCIALIZATION

Consumption of carbonated soft drinks fell 3% in 2013, according to Beverage Digest. That marks the ninth straight drop. Coca-Cola Enterprises, one of the world's biggest bottlers of Coca-Cola products, has seen strength in Coke Zero and energy drinks.
Sales of Coke Zero, which has no carbohydrates and no calories, grew by double digits in three of the past four quarters. The drink is targeted at young adult males leery of girlie diet sodas.
Last year, its line of energy drinks grew more than 10%.


Stage 1: IDEA GENERATION





Coca-Cola Zero launched in January 2006 and set out to shake up the cola beverage market with a new non sugar version of the iconic Coca-Cola brand. Expectations were high for the launch and the supporting marketing activity, including public relations.
The aim was for the brand to launch into the market with a massive amount of noise for both consumers and the retail trade.
In order to achieve this objective, a mass market PR campaign was delivered which secured extensive reach through media coverage. 
STAGE 6 : PRODUCT DEVELOPMENT
All versions of Coke Zero sold in various countries are based on the same flavoring formula, and all are carbonated. 1 liter of Coke Zero contains 96 mg caffeine. Additionally, artificial sweeteners are used. In the US, this includes aspartame and acesulfame potassium. However, the exact combination of sweeteners and preservatives used varies from market to market.
Sweeteners and health concerns
Sodium cyclamate, a relatively inexpensive artificial sweetener banned by the U.S. Food and Drug Administration (FDA) since 1969 and once believed to be a carcinogen, has been used in the Coca-Cola Zero versions produced in Germany, Italy, Spain, Portugal, Venezuela, Chile, and some Central American countries.
 In June 2009 Venezuela ordered Coca-Cola to withdraw its Coca-Cola Zero product, as it contained more than the legal levels of sodium cyclamate.

STAGE 5: BUSINESS ANALYSIS
Shares of Coca-Cola rose sharply after the company reported strong gains in emerging markets like Russia, China and Africa and moderate gains in developed markets like Japan and the European Union, offsetting an expected decline in North America.
Coke shares were up $1.30, to $51.57, on the New York Stock Exchange.
The firm's sales are expected at $1.93 billion, up 4% from a year ago. Revenue rose 5% and 6% in the latest two quarters.

STAGE 7:TEST MARKETING
 Tease the brand with key media in the pre-launch phase – the PR campaign successfully 'teased' the launch to keep media and began the dialogue that would continue throughout the year.
Drive extensive media coverage for Coca-Cola Zero – this objective was fully met by the PR campaign, securing blanket coverage across print, radio, TV and online.







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