14 Aug Assignment 1Below are the details for Assignment 1. Please read the instructions

Assignment 1Below are the details for Assignment 1. Please read the instructions. If you have any questions, pleasecontact the Professor prior to submitting the assignment.Remember, this assignment counts for 10% of your final grade.PurposeThe purpose of this assignment is to analyze a case situation in order to recognize and apply marketingconcepts. This assignment supports the following course learning objectives:Understand how to formulate a marketing strategy and planUnderstand the role of social and mobile marketingAnalyze the marketing environmentIdentify the steps of and the factors that affect the consumer buying processIdentify the different segmenting methodsAssignment InstructionsWork aloneRead The Situation belowSubmit your responses to the follow up questions no later than 11:59 pm on October 5, 2014 usingthe link to Assignment 1 in the Assignment Drop BoxIMPORTANT NOTE: This assignment is formatted in a quiz format.o Read the entire case first using the link to Assignment 1 in the Course Content, Week 6folder.o Then, when you are ready to submit your responses, continue to the Drop Box. Click on theAssignment 1 link and then click continueRefer to the course syllabus for information about late submissions or re-submissionsGrading RubricThere are 15 questions. Each question is worth approximately 6.67 pts for a total of 100 pts for the entireassignment.This case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.The SituationThe Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers withmore than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand. Thecompany’s portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coke Zero,vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, Coca-Cola is the No. 1provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’slargest beverage distribution system, consumers in more than 200 countries enjoy these beverages everyday.It all started back in 1886, when an Atlanta pharmacist created a caramel-colored liquid and brought itdown the street to Jacobs Pharmacy, where it was mixed with carbonated water and sold for five cents aglass. The beverage caught on, and sales took off from the initial average of nine drinks a day, to todaystotal of 1.7 billion Coke-owned beverages consumed daily. The success spawned bottling plants, six-packcartons, international distribution . . . and imitators. For example, Pepsi followed in 1902 and today is a$29 billion conglomerate with vast holdings.Both companies (Coke and Pepsi) spent decades marketing a single brand, Coke or Pepsi. But over thecourse of the twentieth century, they both expanded their product lines by introducing drink alternativessuch as Fanta, Sprite, TAB, Fresca, and Diet Coke (Coca-Cola) along with Diet Pepsi and Mountain Dew.The relatively simple segmentation that these offerings suggested has since grown increasingly complexand sophisticated, especially as the competitors have expanded their international sales into hundreds ofdiverse country markets. Although they face a number of smaller competitors, the primary focus in thismature market is to take customers away from its main rival or find a way to encourage existingcustomers to drink more colaboth challenging tasks. For Coca-Cola, the best solution is to pursueextensive product development for new and different market segments.MARKET SEGMENTATION STRATEGYIn a tightening, competitive consumer market, Coke has developed unique products for various specificmarket segments. Because these unique products appeal to specific groups, Coke has been able toincrease its sales without cannibalizing the sales of its other products. In addition to the products alreadymentioned, for example, the company launched caffeine-free versions of both Coke and Diet Coke toappeal to cola drinkers who wanted to cut back on their caffeine intake but preferred colas to lemonlimeflavored drinks. By introducing these decaffeinated versions of traditional sodas, Coca-Colaincreased the number of sodas it sold each day, without hurting sales, because the consumers targeted bythese products already had been avoiding or minimizing cola consumption to reduce their caffeine intake.This case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.DIETERSAs more Americans expressed concerns about their weight, Coca-Cola began by introducing Diet Coke,which became the number one selling diet soft drink in the United States within a year of hitting shelves.In 1986, Diet Cherry Coke joined the brand, followed by Diet Coke with Lemon. Diet Coke with Vanillaand Diet Coke with Lime followed quickly, along with Diet Black Cherry Vanilla Coke. Then new trends inthe market led diet conscious consumers to pay more attention to their overall health, not just caloriecontent. Thus the company introduced Diet Coke Plusthe familiar version of the beverage but withadded vitamins and minerals.REAL MENWomen hoping to drop a dress size may turn to diet sodas, but real men dont want to be caught with agirly diet drink. Coca-Cola had a response for them too: the high-profile launch of Coke Zero, whichconsistently avoided the dreaded word diet. The successful introduction instead has relied onadvertising featuring such masculine images as James Bond to target men through its packaging,promotions, and image. By appealing to men between the ages of 18 and 34 years who wanted to drink alow-calorie cola but would prefer not be seen buying or sipping Diet Coke, Coca-Cola increased its sales ofCoke-branded products by one-third.Do it Yourselfers (DIYs)Soda fountain sales have remained an important part of Cokes business since the companys inception.To boost its cola sales in restaurants, Coke combined the soda fountain concept with the do it yourselftrend to offer customers up to 104 individualized flavor choices in a new machine. The Freestyle machinewas created by the designers of Ferrari race cars. Size-controlled shots of concentrated flavors getreleased into carbonated water mid-stream, so the drink is mixed in the air; special technology keeps oneconsumers beverage from picking up the flavors from the last drink poured. The Freestyle also allowsmoms to have a Diet Coke with Lime, while dads sip their Coke Zero with Lime and the kids selectbetween a Caffeine-Free Vanilla Coke or a Caffeine-Free Diet Cherry Vanilla Coke.MARKETING VALUE TO SEGMENTSA successful new product introduction needs to combine an innovative product with a marketingcampaign that communicates the value of that new product to the targeted segment. The Coke Zerolaunch provides a perfect illustration of this point. Coca-Cola designed a campaign supported byadvertisements on television and radio, in print, on outdoor billboards, and online as well as widespreadsampling programs and opportunities.Television commercials for Coke Zero show male athletes such as Pittsburgh Steeler Troy Polamalu in aremake of the popular Mean Joe Greene commercial. Others play on jokes about gender roles andmodern relationships by promising that Coke Zero is like enjoying the benefits of having a girlfriendwithout the drama. The ongoing media strategy has been to expose as many men as possible to the newproduct, with a significant bulk of the media budget spent on outdoor advertising.As part of its ongoing marketing efforts, Coke Zero partnered with the NCAA during March Madness. Thecampaign challenged basketball fans to prove they were real fans and share their stories online usingThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.the designated hashtag: #proveit.RESULTS OF COCA-COLAS SEGMENTATION EFFORTSBy using gender to segment the diet cola market, Coca-Cola was able to customize the advertising forCoca-Cola Zero to appeal to men, whereas Diet Coke ads could concentrate on women. In turn, Cokegained closer connections for its different products with each products targeted market segment, andCoke Zero became one of the most successful launches in the companys long history. The Freestyledispenser began in only a few test markets, but in stores in which it was available, the machine bumpedup beverage sales by 10 percent at a time when fountain sales on the whole were slipping. In response,several national restaurant chains, including Five Guys and Burger King, decided to roll out Freestylemachines in all their franchises.Through its efforts to identify and target such specific market segments, Coca-Cola has grown its stable ofconsumer brands to more than 450 products. Coca-Cola remains the most valuable brand, but Diet Cokeand Coca-Cola Zero are not weak siblings: They have joined it as billion-dollar products in their ownright.Follow Up Questions1. How did Coca-Cola position Coke Zero and create a sense of value in the minds of the targetsegment, Real Men?a. By understanding what Real Men wanted in a diet colab. By using the information about Real Men to craft advertising and marketing that wouldresonate with themc. By satisfying Real Men needs and wants for a low calorie cola without the word diet onthe packaged. All of the above2. Coca-Colas global distribution strategy demonstrates its competitive strength within whichelement of the Marketing Mix (the 4 Ps)?a. Productb. Pricec. Placed. PromotionThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.3. Cokes Freestyle machine enables customers to create over 100 cola flavors. This machine helpsCoke deliver value to its customers by _________________.a. Allowing customers to interact with the brandb. Encouraging customers to personalize their colac. Satisfying a variety of customers needs and wantsd. All of the above4. In order to sustain a competitive advantage over the Pepsi products and other competitors, CocaCola has created and maintained one of the most recognized brand names worldwide. This is anexample of which macro strategy for developing customer value?a. Locational excellenceb. Customer excellencec. Operational excellenced. Product excellence5. Suppose that prior to segmenting the market, Coca-Cola conducted a SWOT analysis. During theSWOT analysis, the marketing team identified a growing trend in health conscious males whowanted a diet cola they were not embarrassed to drink. This finding eventually lead to thedevelopment of Coke Zero.Which component of the SWOT analysis would lead the team to identify this group of consumerswith unmet needs?a.b.c.d.StrengthWeaknessOpportunityThreat6. Based on the information provided in this case, how many market segments did Coke Zero aim totarget in the diet cola market?a. Oneb. Twoc. Threed. FourThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.7. In order to monitor the success of the various Coca-Cola product offerings, the company regularlypreforms a portfolio analysis using Boston Consulting Groups Matrix. Based on the informationprovided in this case study, which quadrant would Coke Zero mostly likely fall into?a.b.c.d.StarsQuestion MarksCash CowsDogs8. Suppose the trend of health conscious males who want a diet cola they were not embarrassed todrink is projected to stabilize (stop increasing and maintain at a constant level) in the next 10years, which quadrant would Coke Zero mostly likely fall into after year 10?a. Starsb. Question Marksc. Cash Cowsd. Dogs9. The case states, Although they face a number of smaller competitors, the primary focus in thismature market is to take customers away from its main rival or find a way to encourage existingcustomers to drink more colaboth challenging tasks.The task of encouraging existing customers to drink more cola is an example of which growthstrategy?a. Market penetrationb. Market developmentc. Product developmentd. DiversificationThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.10. What part of the 4E Framework was Coke Zero trying to get fans to participate in with the#proveit online campaign?a. Exciteb. Educatec. Experienced. Engage11. Coca-Cola worked with corporate partners such as production plants, distribution channels,marketing firms, and retailers to market and distribute Coke Zero successfully. This success is due(at least in part to) Coca-Colas understanding and command of which part of the MarketingEnvironment Analysis Framework?a. Macro-Environmentb. Micro-Environmentc. External Environmentd. All of the above12. Which social trend in Coca-Colas macro-environment likely lead to the development of CokeZero?a. Greener consumersb. Privacy concernsc. Thriftd. Health and wellness concerns13. The case states, but real men dont want to be caught with a girly diet drink. Coca-Cola had aresponse for them too: the high-profile launch of Coke Zero, which consistently avoided the dreadedword diet.According to the types of risk presented in Chapter 6 of the text, what type of risk does Coke Zerohelp Real Men mitigate?a.b.c.d.Social riskPsychological riskPhysiological riskPerformance riskThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.14. Which segmentation method did Coca-Cola use to categorize the diet cola beverage market?a. Geographicb. Demographicc. Benefitsd. Psychographics15. By positioning different colas to different segments of the market, Coca-Cola successfully employswith targeting strategy?a. Undifferentiated / mass marketb. Concentratedc. Micro-marketing / one-on-oned. DifferentiatedThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.Assignment 1Below are the details for Assignment 1. Please read the instructions. If you have any questions, pleasecontact the Professor prior to submitting the assignment.Remember, this assignment counts for 10% of your final grade.PurposeThe purpose of this assignment is to analyze a case situation in order to recognize and apply marketingconcepts. This assignment supports the following course learning objectives:Understand how to formulate a marketing strategy and planUnderstand the role of social and mobile marketingAnalyze the marketing environmentIdentify the steps of and the factors that affect the consumer buying processIdentify the different segmenting methodsAssignment InstructionsWork aloneRead The Situation belowSubmit your responses to the follow up questions no later than 11:59 pm on October 5, 2014 usingthe link to Assignment 1 in the Assignment Drop BoxIMPORTANT NOTE: This assignment is formatted in a quiz format.o Read the entire case first using the link to Assignment 1 in the Course Content, Week 6folder.o Then, when you are ready to submit your responses, continue to the Drop Box. Click on theAssignment 1 link and then click continueRefer to the course syllabus for information about late submissions or re-submissionsGrading RubricThere are 15 questions. Each question is worth approximately 6.67 pts for a total of 100 pts for the entireassignment.This case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.The SituationThe Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers withmore than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand. Thecompany’s portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coke Zero,vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, Coca-Cola is the No. 1provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’slargest beverage distribution system, consumers in more than 200 countries enjoy these beverages everyday.It all started back in 1886, when an Atlanta pharmacist created a caramel-colored liquid and brought itdown the street to Jacobs Pharmacy, where it was mixed with carbonated water and sold for five cents aglass. The beverage caught on, and sales took off from the initial average of nine drinks a day, to todaystotal of 1.7 billion Coke-owned beverages consumed daily. The success spawned bottling plants, six-packcartons, international distribution . . . and imitators. For example, Pepsi followed in 1902 and today is a$29 billion conglomerate with vast holdings.Both companies (Coke and Pepsi) spent decades marketing a single brand, Coke or Pepsi. But over thecourse of the twentieth century, they both expanded their product lines by introducing drink alternativessuch as Fanta, Sprite, TAB, Fresca, and Diet Coke (Coca-Cola) along with Diet Pepsi and Mountain Dew.The relatively simple segmentation that these offerings suggested has since grown increasingly complexand sophisticated, especially as the competitors have expanded their international sales into hundreds ofdiverse country markets. Although they face a number of smaller competitors, the primary focus in thismature market is to take customers away from its main rival or find a way to encourage existingcustomers to drink more colaboth challenging tasks. For Coca-Cola, the best solution is to pursueextensive product development for new and different market segments.MARKET SEGMENTATION STRATEGYIn a tightening, competitive consumer market, Coke has developed unique products for various specificmarket segments. Because these unique products appeal to specific groups, Coke has been able toincrease its sales without cannibalizing the sales of its other products. In addition to the products alreadymentioned, for example, the company launched caffeine-free versions of both Coke and Diet Coke toappeal to cola drinkers who wanted to cut back on their caffeine intake but preferred colas to lemonlimeflavored drinks. By introducing these decaffeinated versions of traditional sodas, Coca-Colaincreased the number of sodas it sold each day, without hurting sales, because the consumers targeted bythese products already had been avoiding or minimizing cola consumption to reduce their caffeine intake.This case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.DIETERSAs more Americans expressed concerns about their weight, Coca-Cola began by introducing Diet Coke,which became the number one selling diet soft drink in the United States within a year of hitting shelves.In 1986, Diet Cherry Coke joined the brand, followed by Diet Coke with Lemon. Diet Coke with Vanillaand Diet Coke with Lime followed quickly, along with Diet Black Cherry Vanilla Coke. Then new trends inthe market led diet conscious consumers to pay more attention to their overall health, not just caloriecontent. Thus the company introduced Diet Coke Plusthe familiar version of the beverage but withadded vitamins and minerals.REAL MENWomen hoping to drop a dress size may turn to diet sodas, but real men dont want to be caught with agirly diet drink. Coca-Cola had a response for them too: the high-profile launch of Coke Zero, whichconsistently avoided the dreaded word diet. The successful introduction instead has relied onadvertising featuring such masculine images as James Bond to target men through its packaging,promotions, and image. By appealing to men between the ages of 18 and 34 years who wanted to drink alow-calorie cola but would prefer not be seen buying or sipping Diet Coke, Coca-Cola increased its sales ofCoke-branded products by one-third.Do it Yourselfers (DIYs)Soda fountain sales have remained an important part of Cokes business since the companys inception.To boost its cola sales in restaurants, Coke combined the soda fountain concept with the do it yourselftrend to offer customers up to 104 individualized flavor choices in a new machine. The Freestyle machinewas created by the designers of Ferrari race cars. Size-controlled shots of concentrated flavors getreleased into carbonated water mid-stream, so the drink is mixed in the air; special technology keeps oneconsumers beverage from picking up the flavors from the last drink poured. The Freestyle also allowsmoms to have a Diet Coke with Lime, while dads sip their Coke Zero with Lime and the kids selectbetween a Caffeine-Free Vanilla Coke or a Caffeine-Free Diet Cherry Vanilla Coke.MARKETING VALUE TO SEGMENTSA successful new product introduction needs to combine an innovative product with a marketingcampaign that communicates the value of that new product to the targeted segment. The Coke Zerolaunch provides a perfect illustration of this point. Coca-Cola designed a campaign supported byadvertisements on television and radio, in print, on outdoor billboards, and online as well as widespreadsampling programs and opportunities.Television commercials for Coke Zero show male athletes such as Pittsburgh Steeler Troy Polamalu in aremake of the popular Mean Joe Greene commercial. Others play on jokes about gender roles andmodern relationships by promising that Coke Zero is like enjoying the benefits of having a girlfriendwithout the drama. The ongoing media strategy has been to expose as many men as possible to the newproduct, with a significant bulk of the media budget spent on outdoor advertising.As part of its ongoing marketing efforts, Coke Zero partnered with the NCAA during March Madness. Thecampaign challenged basketball fans to prove they were real fans and share their stories online usingThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.the designated hashtag: #proveit.RESULTS OF COCA-COLAS SEGMENTATION EFFORTSBy using gender to segment the diet cola market, Coca-Cola was able to customize the advertising forCoca-Cola Zero to appeal to men, whereas Diet Coke ads could concentrate on women. In turn, Cokegained closer connections for its different products with each products targeted market segment, andCoke Zero became one of the most successful launches in the companys long history. The Freestyledispenser began in only a few test markets, but in stores in which it was available, the machine bumpedup beverage sales by 10 percent at a time when fountain sales on the whole were slipping. In response,several national restaurant chains, including Five Guys and Burger King, decided to roll out Freestylemachines in all their franchises.Through its efforts to identify and target such specific market segments, Coca-Cola has grown its stable ofconsumer brands to more than 450 products. Coca-Cola remains the most valuable brand, but Diet Cokeand Coca-Cola Zero are not weak siblings: They have joined it as billion-dollar products in their ownright.Follow Up Questions1. How did Coca-Cola position Coke Zero and create a sense of value in the minds of the targetsegment, Real Men?a. By understanding what Real Men wanted in a diet colab. By using the information about Real Men to craft advertising and marketing that wouldresonate with themc. By satisfying Real Men needs and wants for a low calorie cola without the word diet onthe packaged. All of the above2. Coca-Colas global distribution strategy demonstrates its competitive strength within whichelement of the Marketing Mix (the 4 Ps)?a. Productb. Pricec. Placed. PromotionThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.3. Cokes Freestyle machine enables customers to create over 100 cola flavors. This machine helpsCoke deliver value to its customers by _________________.a. Allowing customers to interact with the brandb. Encouraging customers to personalize their colac. Satisfying a variety of customers needs and wantsd. All of the above4. In order to sustain a competitive advantage over the Pepsi products and other competitors, CocaCola has created and maintained one of the most recognized brand names worldwide. This is anexample of which macro strategy for developing customer value?a. Locational excellenceb. Customer excellencec. Operational excellenced. Product excellence5. Suppose that prior to segmenting the market, Coca-Cola conducted a SWOT analysis. During theSWOT analysis, the marketing team identified a growing trend in health conscious males whowanted a diet cola they were not embarrassed to drink. This finding eventually lead to thedevelopment of Coke Zero.Which component of the SWOT analysis would lead the team to identify this group of consumerswith unmet needs?a.b.c.d.StrengthWeaknessOpportunityThreat6. Based on the information provided in this case, how many market segments did Coke Zero aim totarget in the diet cola market?a. Oneb. Twoc. Threed. FourThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.7. In order to monitor the success of the various Coca-Cola product offerings, the company regularlypreforms a portfolio analysis using Boston Consulting Groups Matrix. Based on the informationprovided in this case study, which quadrant would Coke Zero mostly likely fall into?a.b.c.d.StarsQuestion MarksCash CowsDogs8. Suppose the trend of health conscious males who want a diet cola they were not embarrassed todrink is projected to stabilize (stop increasing and maintain at a constant level) in the next 10years, which quadrant would Coke Zero mostly likely fall into after year 10?a. Starsb. Question Marksc. Cash Cowsd. Dogs9. The case states, Although they face a number of smaller competitors, the primary focus in thismature market is to take customers away from its main rival or find a way to encourage existingcustomers to drink more colaboth challenging tasks.The task of encouraging existing customers to drink more cola is an example of which growthstrategy?a. Market penetrationb. Market developmentc. Product developmentd. DiversificationThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.10. What part of the 4E Framework was Coke Zero trying to get fans to participate in with the#proveit online campaign?a. Exciteb. Educatec. Experienced. Engage11. Coca-Cola worked with corporate partners such as production plants, distribution channels,marketing firms, and retailers to market and distribute Coke Zero successfully. This success is due(at least in part to) Coca-Colas understanding and command of which part of the MarketingEnvironment Analysis Framework?a. Macro-Environmentb. Micro-Environmentc. External Environmentd. All of the above12. Which social trend in Coca-Colas macro-environment likely lead to the development of CokeZero?a. Greener consumersb. Privacy concernsc. Thriftd. Health and wellness concerns13. The case states, but real men dont want to be caught with a girly diet drink. Coca-Cola had aresponse for them too: the high-profile launch of Coke Zero, which consistently avoided the dreadedword diet.According to the types of risk presented in Chapter 6 of the text, what type of risk does Coke Zerohelp Real Men mitigate?a.b.c.d.Social riskPsychological riskPhysiological riskPerformance riskThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.14. Which segmentation method did Coca-Cola use to categorize the diet cola beverage market?a. Geographicb. Demographicc. Benefitsd. Psychographics15. By positioning different colas to different segments of the market, Coca-Cola successfully employswith targeting strategy?a. Undifferentiated / mass marketb. Concentratedc. Micro-marketing / one-on-oned. DifferentiatedThis case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal & Levy (McGraw Hill)and was created for class discussion purposes only. Some information also provided by the Coca-Cola website.

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