question 2 need to answer

"Coca-Cola zero: Whe Says You Can't Have Real Taste Zere Sugar" - Delivering 100"\% Regular Coke taste but absolutely zero sugar. The Challenge: Nover Get a Scoond Chane to Make a Riret limpession: With a view to broaden existing customer base by appealing to the increasingly health conscious society. Coca Cola launched a new product, Coca Cola Zero, with dual benefits, real taste and zero sugar. Eliminating the deep-rooted perception by radically differentiating CocaCola zero from the original Coca-Cola, so that ultimately creating a new attraction that add incremental volume and brand value to the Coca-Cola fnanchise. Strategically the launch of Coca-Cola zero is to grow the Sparkling Soft Drink category: to retain the current users and to win back lapsed users to the Coca-Cola franchise. Communication focuses on creating an instant awareness and encouraging an immediate trial of Coca-Cola zero's taste. On top of that, the Coca-Cola zero needed to establish an entirely new brand identity, under the hugely popular Coca-Cola brand umbrella, to ensure it was not seen as another Coke variant, but a new value young lifestyle-conscious consumers could embrace. The Strategics The campaign is carefully laid out in two phases for brand building and effective communication of the product benefit - real taste, zero sugar. Leveraging on its dominance in the sparkling soft drink market, Coca-Cola achieved strong marketing presence in a full range of market outlets. Iatrigue, surprise overwhelm: At the pre-launch stage, everything was tactfully schemed to generate word of mouth and buzz around the product. It was ZERO availability, while at the same time "leaked" Coen-Cola zero special design can to media partners and opinion leaders. Consumers could only obtain via Yahoo! Auction or at D-Mop, the cutting edge fashion store with Coca-Cola CAN decorated. Trend magazines with front covers and designer premiums added to consumers' anticipation and excitement. Internally morale boosting programmes were conducted to excite staffs and tnde partners to secure maximum support during launch. Rombardment: Picking up on the momentum, the laanch phased then utilized a large seale "in your face" campaign in both traditional and non-traditional mediums. Domination in shopping hubs, subway stations blended in the target's socially active lifestyle. Whether you're at home, on the streets, supermarkets or restaurant it was impossible to miss the presence of Coke zero. Guerilla sampling sessions was held on streets where the red taste buds go live from TVC who worshipped cars, people, walls, whatever coloured Coca-Cola zero black. The Results The prognamme effectively generated great anticipation and excitement of the new product and created a "cool" look which was especially appealing to the image-conscious young consumers. The campaign has achieved a respectable and sustainable market share for Coea Cola while preserving an overall growth of Coca Cola franchise higher than that of the industry average. Specially, - Coca-Cola Company total volume share grew by nearly 10% in two weeks. - Grew the total Sparkling Soft Drink market by 20% in two weeks. 2. Recommend how Coke zero can make use of brand elements to further increase its brand equity. Describe in details on the reasons of proposing each brand element and give concrete suggestions on the use of each of them