The paper "Marketing Strategy Deployed by the Coca-Cola Company to Promote Coke Zero" is a worthy example of a case study on marketing. The success of an organization in the business environment mainly depends on its marketing strategy. The same aspect was highly taken into consideration by the Coca- Cola Company as they were launching their new products into the market. This was mainly applicable in the introduction of their new product Coke Zero as they needed to get positive feedback from the consumers. The outcome of a marketing strategy will depend on how well it was executed by the company.
The planning process is effective but it has to be executed appropriately in order to get the desired results. The Coca Cola deployed different strategies in the execution process that at some point proved to beneficial despite the many challenges faced in the process. The product coke zero mainly targeted the young men aged between 20- 29 (Quinn- Allan 1). However, the concept of dieting incorporated in the marketing process did not attract most of the consumers. Therefore, this paper will look at the marketing strategy deployed by the coca-cola company to promote its product. Publicity of the Zero Movement The introduction of the product Coke Zero into the market had to be conducted diligently based on the past recipients of the coke diet products.
The Coca Cola Company had been depending on Coke Zero to bridge the gap between diet coke, which the consumers appreciated and the new coke which was rejected by loyal customers. Hence, the main way to ensure that the company would receive positive results was by reaching out to the consumers through the creation of publicity for the product.
This led to the launch of the Zero Movement as a pre-launch strategy for the coke zero products (Quinn- Allan 2). The Zero Movement was mainly targeting the media in order to reach out o the consumers as they were a market that based their lives on technology. The creation of blogging sites in order to interact with the consumers personally was launched in order to build relationships. However, the plans were interrupted by the negative publicity that erupted in the process.
This was triggered by the fact that the company had held back some information from the public concerning the involvement of the TCCC (The Coca Cola Company) in the zero movement. The consumers were to believe that the zero movements were being operated by genuine loyal coke zero fans but instead the operation was being operated by the TCCC employees. The negative publicity that followed was initiated by this factor as the consumers used the blogs available to post their comments. This factor may be looked at as a bad factor for the company but the negative publicity would have helped the zero movements in terms of publicity (Quinn- Allan 1).
This is attributed to the fact that publicity draws attention regardless of whether it is considered to be positive or negative. The main aim of initiating publicity is to create attention to the product.