Coca-Cola Blak Product’s Marketing Strategy

Target consumers

Coca-Cola Blak is a product of the Coca-Cola Company that was unveiled in 2006. It was first introduced in France before expanding its market scope to the United States and other markets. The drink is made up of coke effervescence and coffee essence. The drink was sold in an 8-oz bottle and the flavors differed depending on where it was manufactured. In the US, the drink was manufactured without sugar and instead components like acesulfame potassium, aspartame and corn syrup with high fructose were used (Babin & Harris, 2010).

According to Coca-Cola’s vice president, the target consumer for this drink in America are the adults, it is simply an adult beverage. He further noted that the drink is suitable for any time of the day whenever people want their energy renewed or when they want to sit back and relax. The main reason as to why it as an adult product is because it contains aspartame which makes it to have a disgusting hollow taste as well as leaving a displeasing aftertaste and sensation in the mouth, this makes it unfit for small children. Still in the adult population, the drink is not fit for diabetics since it contains a lot of sugar hence it is high in calories.

Appealing advertisement messages

An important quality of soft drinks that consumers look for is refreshment. According to Ranchold, Guazente, & Tinson (2004) advertisement messages for soft drinks should include the idea of refreshment when trying to persuade the public to buy the drink. The advertisement should persuade the consumer to buy the drink with a promise that their thirst will be quenched. Advertisement messages like ‘New and improved Coca-Cola Blak’ tell the consumer that unlike the old Coca-Cola Blak, the new one is improved.

This is a tactic used by many advertisers but the only improvements made could be only the packaging. ‘Coca-Cola Blak the people’s choice’ this message intends to persuade and attract more consumers by making them believe that others have tried the drink and they have found it good, ‘Coca-Cola blak, quench your thirst’ this message is also intended to inform and persuade the public that the product quenches thirst hence they should opt for it, ‘ Simply the best’ this message attempts to tell the public and the consumers that the drink is the best as compared to others of its kind, ‘Readily available and cheap’ this is a marketing strategy that is aimed at showing that the drink is affordable and it can be readily found in the nearest stores near the consumers (Babin & Harris, 2004).

Advertisement messages can also be in form of pictures. The advertiser can for instance use a member of the public to express how refreshed he feels after taking the drink. It is also possible to have someone express how he had tried other drinks and his thirst could not be quenched, after trying Coca-Cola Blak, his thirst was quenched hence he is glad that he discovered this drink.

The main aim of having attractive advertising messages is to try and attain competitive advantage over other companies that are producing a product of the same type. By stating that the drink is simply the best, the producers attempt to emphasize on an added quality in their product that is not found in other products of the same category. Ranchold, Guazente, & Tinson, (2004) define advertisement messages as the ‘meat’ of advertising where words or pictures are used to convey the intended message by the advertiser.

Positioning Coca-Cola Blak

Comparing the ordinary Coca-Cola with Coca-Cola Blak, the latter is expensive. The latter should be positioned in a way that shows that it is different from the former hence the differences in prices. This is due to the fact that the company produces both products hence it is not possible for it to advertise one of its product at the expense of the other. The two drinks should be put in different categories so that they can both remain marketable. The mode in which the two products are manufactured is notable from the shape and sizes of the bottles. The table below shows the differences of the two products in as far as their composition is concerned hence their ability to meet different needs. This is the US version of the drink.

Coke Blak (240ml) Coke Classic (240ml)
Calories 45kj 97kj
Sugars 12g 27g
Sodium 35mg 33mg

Using Brand Name to attract customers

The drink’s trade name can be used as an identification of a product produced by the Coca-Cola Company. This is a good marketing strategy since it makes it easy for the consumers to identify with and remember the producers of the product. Those who have faith in the company’s ability to produce quality products will be easily persuaded to try the new product. The use of this trade name is important since it becomes hard for other competitors to gain control over trade names that are not protected. To ensure that it attracts its customers and at the same time maximize profits the use of a brand name that is similar to that of the company name is important (Ranchold, Guazente, & Tinson, 2004).

References

Babin, B., and Harris, E. (2010). Consumer Behavior: 2010 Custom Edition (2nd Ed.). Mason: OH: Centage Learning.

Ranchold, A., Guazente, C., and Tinson, J. (2004). Marketing strategies: a twenty-first century approach. GA: FT/ Prentice Hall.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyhomeworkGeeks
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
Testimonials
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Health Care
awesome work
Customer 452777, October 14th, 2021
English 101
thank you for the excellent work
Customer 452883, October 29th, 2021
Business Studies
Amazing!
Customer 452985, November 11th, 2021
English 101
Thank you for this excellent analysis of the Alchemist.
Customer 453213, June 15th, 2022
Criminal Justice
This has been the greatest help while I am recovering from an illness. Thank your team so much.
Customer 452671, May 2nd, 2021
Management
Love this writer!!! Great work
Customer 452597, April 5th, 2021
Other
I am beyond eager to write this review for this writer. I received a grade of "Mastered"upon first submission on this assignment. I will shout to the rooftops ENCOURAGING you to hire him. I have used other writers but NONE have delivered such awesome work as this writer and NONE of their prices can compare to his. He does not try to "break the bank" and he works hard; it shows in the final paper and the grade. He is simply,THE BEST HERE!!
Customer 452995, November 16th, 2021
English 101
IThank you
Customer 452631, April 6th, 2021
Nursing
I just need some minor alterations. Thanks.
Customer 452547, February 10th, 2021
Psychology
Thank you!
Customer 452545, February 6th, 2021
Human Resources Management (HRM)
On time and as always a great service! This semester has been very time consuming a tough for my family so this service has not only been a life saver but helped me keep up my grades! If you are in a time crunch or need help, don't hesitate! They are worth it!
Customer 453077, April 4th, 2022
History
Don't really see any of sources I provided, but elsewise its great, thank you!
Customer 452697, May 8th, 2021
11,595
Customer reviews in total
96%
Current satisfaction rate
3 pages
Average paper length
37%
Customers referred by a friend
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat
Live ChatWhatsApp

Are You Looking For Assignment Help? We Can Certainly Assist You