CASE : DIET COKE

PRESENTED BY :
PRINCE ARORA ( 98 )
MEGHA ARORA ( 78 )
ROHAN CHOPRA ( 109 )
NEHA SEXANA ( 83 )
MAYANK GAHOI ( 76 )

10/10/09 GROUP: 7 SEC-M1 NDIM 1

CONTENTS TO BE COVERED:
qINTRODUCTION OF
CASE

qROLE OF
ADVERTISEMENT IN
INTRODUCTION OF
DIET COKE

qRESONS OF OFFERING
COUPONS TO PEPSI
CONSUMERS

10/10/09 qFUNCTION
GROUP: 7SEC-M1 NDIM OF DIET 2
 q Coca-Cola introduced DIET COKE in
1982
q Having competition with DIET PEPSI
q AIM OF THE COMPANY: to make diet
coke number 2 soft drink of any
kind.
q SLOGAN OF THE COMPANY :Drink it
“Just for the taste of it “
q Diet coke is a new entry rather than
a reformulation
q CHANCE OF SUCCESS: Failure of diet
Pepsi taste –based campaign
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
 Contd……
q DIET COKE is sold on
taste not on its low
calories , so it is easy
to compete against
every other drink that
consumer bought for
taste.
q TARGET SEGMENT
:women consumer
,later on men % of
consuming diet coke
increases rapidly.


q ADVERTISEMNT USED BY
THE COMPANY : ads in
sports magazine,
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macho 7 SEC-M1 NDIM 4
 CONTD……
q WAR B/W DIET
COKE & DIET
PEPSI : Both
company use
commercial to
defeat each other
but finally coke
wins & to make
up damage
caused by Pepsi
to coke ,coke
used imaginative
promotion i.e.
10/10/09 giving coupons
GROUP: 7 SEC-M1 NDIM 5
10/10/09 GROUP: 7 SEC-M1 NDIM 6
 Question.2

ke offer coupons to consumers who bought Pepsi at certain su

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 Answer 2

Reasons:
The taste challenge given by Diet Pepsi.
To convert the consumer to Diet Coke.
And the last promote the Diet Coke Heavily against
Diet Pepsi

10/10/09 GROUP: 7 SEC-M1 NDIM 8

 QUES 1: What role did
advertisement play in introducing
DIET COKE?
 ANS:A new product like diet Coke
presents a particular challenge to the
advertising department of Coca-Cola,
Worldwide diet Coke has grown to be
the third largest brand in The Coca-Cola
Company :
 Diet Coke advertisements target both
men and women . The catchy theme
song proclaimed that “you’re gonna
drink it just for the taste of it.”
q The main objective is given by
advertising to project and
communicate the brand image drive
awareness of the availability of the
10/10/09 GROUP: 7 SEC-M1 NDIM 9
  Diet Coke commercials
focus on contemporary
lifestyle and feature
adults who are full of
energy and vitality and
are living their life to
the full. The
advertisement
illustrates the good
feeling one gets from
drinking diet Coke.
 Between 1990 and
1992 celebrities were
used to endorse the
brand. Demi Moore,
Whitney Houston and
Rod Stewart all
10/10/09 GROUP: 7
appeared
SEC-M1 NDIM
in diet Coke 10
 CONTD……
The introductory sixty-second
commercial cost $2.5 million to
make. By 1986 diet Coke was being
sold in 61 countries with 60 million
drinks sold everyday. In which diet
coke is compared with person
personality.
If diet Coke were a person, that person
would be:
qfun
qindependent
qsociable
qconfident
qlively
qunafraid to show emotions.

10/10/09 GROUP: 7 SEC-M1 NDIM 11

 
Q3) What functions did Diet Coke’s
advertising campaign aim at performing?
Based on the Lavidge and Steiner’s
model, analyse how consumers responded
to Diet Coke’s Ads.


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 SOLUTION

drink that the customers primarily bought for taste and

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 LAVIDGE AND STEINER’S MODEL

t talks about Predictive Measurement Of Adverti

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 LAVIDGE AND STEINER’S MODEL

but then, all advertising is not, should not, and

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