COKE ZERO CASE STUDY ANALYSIS

Jun 18th, 2015
Studypool Tutor
Alabama State University
Price: $25 USD

Tutor description

Although there was controversy surrounding ‘The Zero Movement’, in particular the ‘Coke Zero’ blog, I believe that this controversy aided the introduction of Coke Zero. This is due to the fact that in a modern society, in particular Coke Zero’s targeted age group, controversy is a vital way of gaining attention for products and services. Controversy gains both mass media and online media attention (like actor Charlie Sheen’s very public rants and meltdown, which was broadcasted online and via mass media outlets such as radio and television) and therefore encourages consumers to investigate and find out what all the fuss is about. It has become apparent that The Coca-Cola Company (TCCC) actually used Generation Y’s investigative nature regarding products, along with the free media hype and attention that The Zero Movement generated, to their advantage, along with their affiliation with AFL and NRL, to create a media movement, and ensured that the Coke Zero product was always in the pub

Word Count: 1980
Showing Page: 1/7
MM313 ASSIGNMENT ONECOKE ZERO CASE STUDY ANALYSISWORD COUNT: 1959MM313 Case Study Analysis - Coke Zero1. Although there was controversy surrounding 'The Zero Movement', in particular the 'Coke Zero' blog, I believe that this controversy aided the introduction of Coke Zero. This is due to the fact that in a modern society, in particular Coke Zero's targeted age group, controversy is a vital way of gaining attention for products and services. Controversy gains both mass media and online media attention (like actor Charlie Sheen's very public rants and meltdown, which was broadcasted online and via mass media outlets such as radio and television) and therefore encourages consumers to investigate and find out what all the fuss is about. It has become apparent that The Coca-Cola Company (TCCC) actually used Generation Y's investigative nature regarding products, along with the free media hype and attention that The Zero Movement generated, to their advantage, along with their affiliation with AFL and NRL, to create a media movement, and ensured that the Coke Zero product was always in the public eye, and therefore never out of the public's mind. The Zero Movement's use of guerrilla marketing tactics, such as outdoor advertising like pavement chalk drawings and posters, prior to the launch of the Coke Zero product created consumer awareness regarding the product's imminent introduction, and therefore was a good way of attracting public attention and getting the pub

Review from student

Studypool Student
" Thanks for the help. "
Ask your homework questions. Receive quality answers!

Type your question here (or upload an image)

1831 tutors are online

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors