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Choose a new product which Coca Cola could create to target this audience during the Olympics. Explain why your proposal would be successful.
There is little question that the London Olympics…
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Download file to see previous pages One of the most important target audiences would be teens and adults that embrace a healthier lifestyle, and as such it is the case that a soft drink could be developed to match the needs of this demographic. A few considerations should be made as to what people would be looking for. Should a drink be made no-calorie, mid-calorie or standard-calorie? If designing a drink around health benefits one is naturally inclined to desire a no-calorie drink however this may draw attention from consumers who are opposed to using aspartame or other non sugar based sweeteners. Moreover the company does not want to draw comparisons with their last mid calorie drink launch ‘Coke Blak” which more or less was a ultimately withdrawn from the market owing to the fact that he company had a poor marketing strategy and the product generally had a displeasing taste. In this regard the company could look to a full calorie beverage but the question remains as to how a healthy image could be promoted? In this regard, Coca-Cola should look to creating a natural version of its drink which has all of the same properties of its current beverage but without using high fructose corn syrup, preservatives, colouring and utilizing naturally sourced ingredients. From this perspective the company can compete head on with Pepsi-Raw but it can still be promoted as a healthy alternative to most soft drinks.
Why this proposal would be successful is two fold. Firstly this product satisfies a need in the market owing to the fact that most soft-drinks and energy drinks are either saturated with standard sweetning agents or with sugar substitutes where there has been very little presence of a ‘all natural’ soft drink. Moreover this product could appeal to a generation of people that are still interested in treating themselves to a soft-drink yet do not want to drink all of the related chemicals assuming an effective marketing and promotion strategy is ...Download file to see next pagesRead More
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