Marketing management Assignment : Coke Zero

Marketing management

Introduction
• The topic will illustrate about the eight marketing mix concepts applied to one
of the major product of Coca Cola, i.e., Coke Zero in Australia.
• The most important components of the marketing mix are product, price, place,
promotion, people, processes and physical evidence.
•
• Few of the branding and positioning aspects are applied to the company to
market the product successfully
• Implications of social media and other advanced technologies used for
marketing Coke Zero in Australia (coca-cola.com.au, 2018)
• Impact of corporate social responsibility on the marketing is another area
focused in this presentation.

Product
• The specific product that has been chosen here for targeting the market segments in Australia is
Coke Zero.
• Coke Zero has a in-differentiable taste and flavour and the variants are carbonated and is focused
on attracting the health conscious customers who have high sugar level.
• Coke Zero is aimed at the customers who need to stay healthy and reduce the intake of sugar in
their body at the same time (Armstrong et al., 2015).
• Coke Zero is a non-sugar beverage that is focused on attracting the young generation for making
them consume less sugar content.
• The major aspects of the product include positioning, packaging and branding in Australia to gain
success (Bresler & Lubbe, 2014).

Product life cycle (PLC)