Analysis of the Company Diet Coke Plus - Assignment Example

Analysis of the Company Diet Coke PlusIntroductionOver the years, Coca Cola Company has encountered a drop of their major customers due to different reasons that include health reasons, tastes and perceptions (Lamb, Joseph, and Carl, 21). This has led the company to improve their creativity in order to keep their business at the top. New brands have thus emerged to ensure increment of customers. DiscussionDiet Coke was thus introduced to the market mainly for women who wanted to lose weight.

This brand raised female customers but there was still a drop of male customers. The company thus introduced Diet Coke Plus that had more vitamins and minerals for all customers that are concerned with nutrition (Lamb, Joseph and Carl, 26). This did not help, as the taste was not appealing to the target group that comprises of young men. Coca-Cola Blak, which has coffee essence, was appreciated by older men but not pleasing to the young men. The company also made Full Throttle Blue Demon that is appealing to Hispanic men but according to past research, men between 18-34 years were abandoning Coca-Cola brands since none was appealing to them (Lamb, Joseph and Carl, 33).

This led to the introduction of Coke Zero that young men have embraced in Australia.The introduction of Coke Zero will reduce the consumption of Diet Coke Plus and Diet Coke since most men will start consuming it. This will lead to huge losses from these brands and female customers may start consuming it. The hidden cameras used to advertise Coke Zero would have made Diet Coke Plus more appealing than ad that was used.I do not think that Diet Coke could have been repositioned to change customers’ perspective since its brand name is fixed in men that it is for women.

To change this perception, the company had to form another name and change the bottle color just to end the men’s mentality.Work CitedLamb, Charles W, Joseph F. Hair, and Carl D. McDaniel. Essentials of Marketing. Mason, Ohio: South-Western Cengage Learning, 2012.