Analysis of Coca-Cola's Diet Coke Marketing Strategies in Ireland

This report examines the marketing of Diet Coke, a product of Coca-Cola, within the Irish market. It begins by highlighting the dominance of tea in Irish culture and its implications for the soft drink industry. The report then analyzes Diet Coke's positioning and marketing strategies, considering cultural factors and consumer preferences. It explores the challenges faced by Coca-Cola in promoting Diet Coke in Ireland, particularly in comparison to the US market. The report incorporates frameworks such as Porter's Five Forces and PESTEL analysis to assess the internal and external factors influencing Diet Coke's market performance. It also addresses the common practice of using men in soft drink advertisements. The report concludes with a discussion of recommendations for improving Diet Coke's marketing effectiveness in Ireland, including the importance of understanding and adapting to the local culture. The report utilizes various academic sources to support its claims.

Introduction
Diet coke is considered as a sugar-free soft drink which is provided by the Coca-Cola
organization. It is a type of coke which also maintain the health of the people with their taste and
preferences. There is a huge demand for drinking products in the Irish market. Most of the
people are maximum depends on the drinking products such as tea, milk, cold-drink, and soft-
drink (Friedman, 2016). All these drinks give the feeling of comfort to them. The given us
provide us knowledge of marketing campaign and initiatives of the Coca-Cola towards the soft-
drink market of the Irish. It is considered the top soft-drink company of the Irish offering
different types of products to its consumers.
Answer 1
Ireland is considered one of the biggest per capita consumers of tea in the overall world. It is
significantly similar to the culture of UK. The culture of Irish team is a combination of different
elements such as citizens of Ireland usually taken tea with sugar or milk and is little stronger or
spicier than the traditional English Blend (Islam, 2013). There are various reasons for the cultural
strength of tea in the Irish market, some of them are following:
 Having tea is considered as a household task for Irish people. It is their first priority of
Irish citizens.
 Tea is considered as a ground for welcome people. Offering a cup of tea is considered the
backbone of the Irish hospitality.
 As per the culture of Irish, tea is considered the main source of their comfort which gives
the feeling of relaxing and comfort to them. It is considered the symbol of their
hospitality services.

All these reasons make the tea very popular among the Irish people. Having a cup of tea gives
large satisfaction to the Irish people (Solomon, 2014). Thus, it can be said that there is a strong
relationship between the demand for the tea and satisfaction of people.
The culture of every country is different from others. Diet cock achieved high growth in the
market of the Ireland. It places itself in the eyes of customers. It satisfies the different levels of
cultural meaning which are following:
 National cultural level: It is a type of culture that deals with the awareness of cultural
patterns and dynamics by nationality. As per the given case, it can be said that the diet
coke placed itself in national cultural level in an efficient manner. This will give the
opportunity to the organization to continue to enhance its sale by providing large
satisfaction to customers of the whole nation. With the diet coke, the organization is able
to build international outsourcing relationships which helpful in capturing the other
potential market of the different countries.
 It mainly attacks the market share of the different products that are outside the traditional
fuzzy soft drinks market. This will be helpful in placing a significant position and
minimize the market share of tea. In Ireland, tea is considered the most desirable social
drinks then it is necessary for the Coke diet to come with a better plan with better quality.
The management of the Coca-Cola faced various problems in marketing of the diet coke. It is
because the Irish culture demands tea rather than any other soft drink or diet drink because it
gives them a feeling of comfort and they mostly attached with the tea. On the other hand,
creating demand for soft drinks is considered very difficult for the organization. But, in the USA
sale of the diet coke is higher than the Ireland which brings a challenge in front of the
organization to establish diet coke in the Irish market. Adopted porter five forces model or the

PESTEL analysis helps the organization to analyze its internal or external factors in an efficient
manner. This will help the organization in creating market demands for its product. With the help
of Porter analysis, the organization can significantly measure the demand and behavior of
competitors as well as customers who can further utilizing in developing an appropriate strategy
for product development and promotion of the diet coke in the target market of the Ireland or the
other country (Dahl, 2014). The organization can resolve its all problems by adopting
appropriate promotion strategy and adding attractive features of its diet coke. This might prove
helpful in attracting the attention of people in large context.
Answer 2
It can be said that every organization chooses men for doing advertisements of their soft drinks.
They don't choose women to do their advertisement. There can be several reasons behind it. The
first and the foremost reason behind it can be that the soft drink which is advertised by women is
not suitable for the health of women (Wilson, 2012). If a women are doing an ad of soft drink, it
means that it is healthy for both women and men. On the other hand, it is also considered that
advertisement of soft drinks by women may be against the culture of their regions which
influence the sale in a larger context.

Answer 3
Answer 4
Conclusion

References
Friedman, T. C., Sims, C., Hasan, K., Lee, D. L., & Sinha-Hikim, A. P. (2016). SUN-576:
Effects of Nicotine Plus Coke, Sugar Coke, or Diet Coke on Body Weight, Food Intake and
Hepatic Steatosis.
Islam, T. (2013). A comparative study and mother Brand influence on determining the consumer
perception of Diet Coke and Diet Pepsi: A UK market perspective. International Journals of
Marketing and Technology, 3(9), 128-142.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing:
Integrating customer focus across the firm. McGraw Hill.
Dahl, S. (2014). Social Media Marketing: Theories and Applications. Sage.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ:
prentice Hall.