Diet Coke Brand

An increase in aw atomic number 18ness on wellness has led to the schooling of a wellness make merrys separate that more or less organisations in the promiscuous drink and food sectors ar trying to harness. The emf presented by the health drinks sector is unlimited considering the rig that mood and educational bring inment birth on it. Moreover, an increase in sensory faculty on the effects of sugar and the number of diabetic cases makes health food and drink some of the most profitable segments in modern business.Soft drinks and coca sens be synonymous as the compevery has a rich score of success in the bonkers drinks industry that willing dissolution a large role in determining the levels of success that washstand be attained by diet black eye in create a recital that though dependent on coca locoweed will be able to distinctively establish it as a laughable blade. With the aid of primary and secondary look it has been established that formulate, re putation and sociological incidentors be life-sustaining in beatment of a marketing progression to fargon speed of light in the different markets it harnesses. nourishment snowf alone must be able to establish itself as a leading bell ringer secern in both the modest and health drink segments which will conduct consideration on societies beingness targeted and development of approaches that dis tend conformance to coca plant Colas and others found on the nature of fare Coke. Dependence on the reputation create by coca plant Cola may not be decent to develop a reputation but with the inclusion of measures that are by and large aimed at increasing the presence of fare Coke in fundamental interaction mingled with deal and in supplys revolving around healthy living, viands coke empennage be made single of the leading Coca Cola products.Success may be beckoning but it will take grasp of the laxity by health drinks manufacturers to harness the power that is in means, diversity, query and gener completelyy strategic marketing to be able to attain both provokers dream of being a leading product or brand pee. Introduction to Brand Coca Cola which started out in the tardily 19th century has grown to be one of the leading brand names in the present generation (Smith, 2006 p. 19).The company has over the stratum succeeded in churning out different brands that captured the tastes and preferences of different user groups this innovation and relevance to the needs of the markets are cited as some of the key strengths of the cushioned drink manufacturing giant. A notable brand that first came out of its bottling franchise to consumers on Independence Day in 1982 is fare Coke (Ries & Trout, 2009). The fact that the product came out of a Coca Colas bottling plant leaves no surmise on its being a soft drink. The key difference between forage Coke and other brands under the belt of Coca Cola is the fact that it is sugar free.Another featur e is the fact that the product uses different brand names and is often referred to as Coca Cola start out, Cola, Cola Light and Coke Dite in France (Ries & Trout, 2009). there is however no psyche on the market segment that the product seeks for it is clearly made for completely those who are aware of risk that sugar has on their health. An increase in sense on health issues is considered a key inspiration to the development of products which can flush be apply by diabetics (Anderson, Freeman,Williams & Shoesmith, 2007).Furthermore, health and fashion come to the fore to be largely intertwined in that there are seasons at heart which it is largely fashionable to eat healthy this should not be ill-considered for the need to live healthy. The current generation and those that are largely stirred by the global trends especially within their early mid disembodied spirit are the key target group for Diet Coke. A young increase in sentiency on the relationship between weight s which is largely touched by levels of sugar intake and health risk places Diet Coke as one of the Coca Cola products that has infinite authority for expansion.Factors Influencing Consumer behavior At its point of entry into the soft drinks market Diet Coke has come out as a drink that seeks to palm the health risks that sugar places on the market segment. The Diet in the brand name seeks to bring out a consciousness on the health expression of the drink the same can be state of light (Anderson, Freeman,Williams & Shoesmith, 2007). The market keenness of the drink is thus largely masked by the levels of sentiency that a segment has on issues that affect their health and how ready they are to bid their dependence on sugar.This is one of the chemical elements that discombobulate dictationed a critical role in the levels of success that the brand has attained in actual nations relative to developing nations. Level of educational attainment play an meaning(a) image in det ermining the levels of success that Diet Coke can attain as a health or soft drink. It is worthy(predicate) noting that ken on issues that affect individual health is largely change by levels of awareness that the society has on issues that affect their worldwide health.Furthermore, the general belief and the nurtures that define a society are in all probability to affect the levels of market penetration that Diet Coke can attain (Ries & Trout, 2009 p. 93). In America, the levels of penetration of Diet Coke among Whites are far larger than in African Americans. Research shows that this is mainly out-of-pocket to the perception of health consciousness being an uptown issue among African Americans who mostly stay in inner city neighbourhoods (Smith, 2006).It is however clear that culture and educational attainment are largely correlated with respect to tastes in that conditioned African American have a larger propensity for victimisation diet coke than those with low levels of educational attainment. In UK there is a large correlation between the levels of appreciation of Coke Light and educational attainment across different races (Anderson, Freeman, Williams & Shoesmith, 2007 p. 53). The role played by fashion and health in determining what people let into their bodies cannot be treat by marketing experts.Having create its market profile as a drink that is free of sugar, Coke Diet is largely dependent on awareness on health risks associated with high sugar use. Information availability and fashion influence play an important role in be the perception of the society with regard to use of health drinks. An increase in obesity and diabetes and development of awareness programs also play an important dissever in developing a large market potential for Diet Coke. In general fashion and health are the key factors that any marketing manager would consider is seeking a market segment for Diet Coke.The levels of success that can be attained in such(pren ominal) an endeavour are largely affected by the levels of information awareness that the society has and appreciation of health issues. Fashion has create as one of the most important variables in determining the trends is consumption and this will play an important role in defining the strategies that have to be engaged to harness opportunities presented by any society. Analysis of the Behaviour Models Behaviour has for a long time been an area of key interest in worry sciences.Understanding the behaviour of the market and therefore having a clear definition of the trends that affect their expectation and needs is a position that every organisation seeks in its operations. It is important to note that organisation are in place to organise the unmet needs of the society or the market and without a proper apprehension of the theories all operations would be in vain (Schiffman, Hansen & Kanuk, 2008 p, 62). In general, the theories developed are not complete and just seek to deve lop an consciousness or in some instances develop a framework for discretion the behaviour of a given market segment.Sociological theories of consumer behaviour are based on experiences that one has in interaction with the environment that he is in (Sandhusen, 2008 p. 11). In fact the behaviours of an individual under this basis is largely affected by the people he interact with and therefore the same effect will be reflected in the perception that he has on ideas, events and even products. The theory is largely reliant on the effect that the society has on an individuals and trends within the society which are definitive of perception that individuals within the said society have of a product or a service.Psychological theories are based on human cognition which is largely affected by experiences, motivation and personal expectation. Under psychological theories of consumer behaviour, the decision to choose a product is largely based on individual perception of the value that the product will add and his perception of value with respect to its be and needs that he has (Wilson & Gilligan, 2005). Personal theories or model of consumer behaviour are based on the cognitive aspect of individual being which intromit the lifestyle, occupation, economic circumstance, personality and conception that one has developed of himself.These are the major theories that have been developed to try and create an judgment of the factors that affect the behaviour of consumers by affecting the perception that the consumer has of his needs and expectations. Though not conclusive, the theories play an important subroutine in defining the variables that have to be considered in developing an understanding of factors that affect the nature of the market segment. Sociological theories appear to be well suited for marketing of Diet Coke due to its definition as a soft drink that seeks to market itself as a health drink.Soft drinks are consumed as extras and rarely stocked as main meals in most cases soft drinks are consumed in neighborly meeting and gatherings (Swarbrooke & Horner, 2007 p. 74). Simply, the society is largely involved in use of soft drinks and is therefore influential in the perception that will be developed of a drink. On the other hand, the sociological theory appears to canvas all other theories. Human perception is largely affected by people one interacts with and the fashion code that one identifies with is largely affected by the one to one interaction between people or interaction through information system interfaces.In either case, interaction plays an important part in defining the behaviour and perception of individuals and is a critical factor that every theory appreciates (Sandhusen, 2008). Health in the society is interpreted as an issue of social concern. Consideration of health institutions as social entities is largely informed on social aspects of health. Issues relating to health are generally underwrite at a social level thus the entry of Diet Coke into any segment should be appreciative of this fact by employing a sociological approach to marketing.Under a sociological approach to analysing a market segment issues relating to class, culture, educational attainment, and resource ability are analysed to work their relevance to the need and expectations of individuals. Fashion which though considered a personal issue is largely affected by the society should be analysed and its relevance in defining expectation and needs of the society tickd. Recommendations a) Primary Research There appear to be a close correlation between awareness on the effects of sugar and health risk.Most health drink manufacturers have harnessed this relationship to develop awareness on issues that affect health to increase their product penetration. However, the role of fashion in developing awareness on health drinks is yet to be harnessed though it has wide been adopted by soft drinks manufacturers. By utilise the well d eveloped brand name of Coke and the reputation that has been developed by Coca Cola to soar Diet Coke as a soft drink, fashion can be used in developing awareness and appreciation of Diet Coke as a health drink. b) ObjectiveTo determine the efficiency that will be attained in use fashion in marketing Diet Coke as a health drink. c) Research Questions The following call into questions will aid the attainment of the research objectives i. argon health drink manufacturers apply fashion as a son of a bitch to develop awareness on their products? ii. Is the reputation of Coca Cola and Diet Coke capable of sustaining it as a soft drink? d) methodology The main approach used in the research is questionnaires that are used in collection of data that is analysed with the aid of graphs.A sampling approach is taken in data collection and analysis where twenty marketing experts are randomly selected and administered with questionnaires that seek to address the key research question. The qu estionnaires which have disagreeable question make it easy to analyse their response and quantify the findings. The results are inferred to the population which is the perception of experts on the position of Diet Coke in the different segments it operates in. e) Results Question Results Yes No Are health drink manufacturers using fashion as a tool to develop awareness on their products?3 17 Is the reputation of Coca Cola and Diet Coke capable of sustaining it as a soft drink? 14 6 f) Analysis From the primary research it is evident that the reputation Diet Coke has as a soft drink from Coca Cola is enough to soar it above the rather competitive soft drink industry. It is worth noting that Coca Cola is the leading soft drink brand in all areas that it operates in except the Middle East. Furthermore, the research findings show that health drinks are generally not appreciative of the role played by fashion in marketing their products.This presents an opportunity for Diet Coke to str ongly establish itself as a health drink while using the reputation that Coca Cola has established in the over century years that it has been operational in developing awareness on its being a soft drink. The experience that Coca Cola has had in using fashion as a marketing tool will play an important part in gaining advantage over the rather uninitiated health drink manufacturers in marketing Diet Coke. Diet Coke has established itself as a health drink and a soft drink thus both segments have to be equally addressed.From research on consumer behaviour, it is evident that the sociological approaches are more relevant to understanding the behaviour of the market segment Diet Coke harnesses. Awareness on trends in health, disease conditions, educational attainment and events which include sports and fashion galas can be used in spreading awareness and appreciation of Diet Coke. Different approaches depending on the values and beliefs that define the community in question emphasis on research community participation and awareness on issues that affect societal health would all play an important part in increasing awareness on the presence of Diet Coke.The interaction between individuals is central to development of awareness and Diet coke strategies should go over that its brand is developed in any area that involves interaction. Celebrities, public forums and sports personalities should all be used in ensuring that Diet Coke soars within the waves of a fun drink that is definitive of Coca Cola product while developing a different approach with regards to its being a health drink.These strategies have been developed in consideration of the need to continually renovate to develop systems that are largely robust and build on past success. Diet Coke has a strong basis as a Coca Cola product and the potential of the market with regards to educational and health awareness is unlimited. This knowledge is important in developing a comprehensive marketing strategy tha t will help Diet Coke develop as one of the most important name of the greatest success story in corporate history Coca Cola.