Diet Coke

Case Study
DIET COKE
STATISTICAL REVIEWS
(With reference of Diet Pepsi)
Introduction year
Diet Pepsi : 1963 Diet Coke : 1982
Current market share in US :
Diet Pepsi : 5% Diet Coke : 10%
1984 diet coke achieved 3
rd
rank by displacing 7up in US
soft Drink market

In 1983 DIET Coke was No. 1 In diet drink segment
SWOT Analysis
Condition : Before Launching The Diet Coke In The Market
Strength
No. 1 In Soft Drink Market
Good Brand Image
Financial Backup
Excellent Supply Chain
Weakness
chances of cannibalistic Market
Opportunity
Introduce new Product segment in
the market
tackle up competitors
get brand loyalty
Get new customers
Threat
strong Presence of Pepsi in the
segment
Competition
Information and persuasion
Introduction of new product, brand , brand extensions
Building and maintaining brand loyalty among consumers.
Creating an Image and meaning for brand.
Role Of Advertising
To create brand awareness
To have a brand loyalty
Promotions
Brand conviction
Elimination of competitors
More demand in market for core product
Taping the untapped customers
Retention Of the Brand Name

Reasons Why Coke Offered Coupon
To seek the attention of the consumer towards their Product.
Tackle up With Competitors on the same ground with
successful advertising campaign
creating brand awareness
Reach till the target audience
To be the rank 1
st
in diet soda segment as well as NO.2 In soft
drink segment
increasing the market share
Element the competition and be the market leader
Broad Competition
Diet Coke Advertise Campaign
Aim :
First add campaign in 1982
Mission To get In to the diet Soda Market
Appearance Of Men And Women Together In
commercial
1983
Target : male and female users
Before Becoming buffy the vampire slayers
mom , Kristine sutherland drinks diet coke
Target : existing diet soda users and new Health conscious women
1985
Add With Chuck Berry and Pogo the pop stars
1986
Target : Youth Of the Nation
Commercial For Sportiness and health
awareness
1987
Target : sports lovers and health consious
Whitey Houston Made a jingle For
Diet Coke
1988
Target : corporate as well as music lovers

Lavidge & Steiners Think Feel Do Model