Please read the case study of Coca Cola and answer the questions. Questions requires short answers (between 10 lines to a large paragraph). In total 750 words

Case 1: Coca Cola

1.The Coca-Cola Company utilised different strategies in Europe and Australia compared to North America. In Europe Coke Zero was positioned as a diet drink and in North America it was positioned as a low-calorie drink. Do you believe this was an appropriate strategy? Could Coke have used the same positioning strategy in both geographic areas? If so, which should they have used? If not, why?

2. This case discusses some aspects of the study of consumer behavior that have drawn criticism from some observers. Coke Zero created a fake blog to generate interest in The Zero Movement. Was this unethical? Discuss.

3. Coke used celebrity endorsers for Coke Zero in Europe, including Cherly Cole and Wayne Rooney. In addition, the company initiated a marketing tie-in with James Bond movie released in 2008, Quantum of Solace. Are these promotion strategies appropriate for Coke Zero? Do the spokespersons match the image that Coke Zero is trying to promote?

Consumer Behaviour:

Backgreurd In Jund 2005, the Coca-Cola Comgary launched a new brand calhod Cokn Zera The drink was swoetened bartly with a blend of aspartarne and acesultyme potasglum. Aspowtarne is a key ingredient in Clet Coke. but becalis of the added maventiner, Coke Zeet was markaled as tasting mose Whe original Colo than its diet ierivative 14 Ever with the inult ple varestes of Cokn on the marhet, olfolals at Coca-Coln wore not werrind about maket cortusion. They belleved thot contumers woie beconting more interestod in varioty and that the multiple variations of Coke could coesist Thectmpany lsunctied Coke Zero using a unigue markoting campaign. Cowe Zero was tacgeted peinarly to young achat makes. This resulied in dfierent poebibning in North Amprica comporod to Furche. Giobaly. Coke Zero was marketed as a 'dist denk with zero sugar, However, in the Uniled Staves and Cande, it was markbled as haveng 'zero calores' since to younger mon in North Aurerica, diet drinka are viersed as being meient brly for older. fortale contumest is Marketing Coke Zere in the United States in tre Unigod Stuses, the marketing focus was on the similarity betwoen the esste of Coke Zero and 'classic' Coke. The actertisinf elamasigh was bassed on the premse that extcutres at Coco-Cola seling the Coled Classic torand planned to twe their dollogguts soling Cowe Zuro The adverfisonents usid real lawyer: Who were unavare that they were being recoeded. The excecifives in charpe of the flagship brand protendod that they wanted to iniate a lawsul against Colve Zero tor 'taste intringement'; They claimed that Coks Zero 'Hastebob too much lke the Classic Coke soft dirkt. The achertising campaizh prowed to be s success. One cormertercial showh a lawyer funtwaye of the jokel teling Awo withors potraying Cobe Classic exocutvoa: 'it'1l be dismissod. Yout be humkated. This ad carryeagn included video clps posted on soeik fetwerking wetsites buchas Twitfer and YouTube, as wel at ads posted on webalse barners. in additice to heiping to position the new brand at contermporary and 'young', the Purk'd styb atvertising strutegy otloctwoly peached gre woung male target groug Goke offers a wide variety of choice within a single brand Cokvworks hard if minining conhason by makng turealil of thei brant: have distinct graehics and marketing Marketing Coke Zero around the world The success of the marketing campaign in the United States led to Coca-Cola using similar strategies around the world. One cornerstone of the campaign was the creation of a group called The Zero Movement. This group was promoted on a blog on which a young man rants about why life is so full of stuff to do and how it would be so much nicer if there was, well, 'zero to do'. The blog concluded with several supportive comments, which made it appear to be an individual's site rather than a promotional tool. In Australia the campaign generated a lot of interest in Coke Zero until consumer advocates discovered that The Zero Movement was part of the Coca-Cola marketing campaign. A counter blog, The Zero Coke Movement, was established to expose the perceived lack of ethics in this advertising strategy. In addition, other blogs such as The Zero Movement Sucks were started. After this controversy, logos and other Coke Zero branding were uploaded on the website. This made it very clear that the website was linked to Coca-Cola. In spite of this controversy (or perhaps because of it) Coke Zero's Australian launch proved a resounding success