Coke is What - Coke is What The many faces of no-cal Coke show what can happen when market segmentation runs amok From Issue 98 | September 2005 |

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Coke is What? The many faces of no-cal Coke show what can happen when market segmentation runs amok. From: Issue 98 | September 2005 | Page 34 | By: Paul Lukas | Photographs By: Devon Jarvis For a long time, the reason to drink Diet Coke was "Just for the Taste of It." Things are a lot more complex these days as Coke marketers parse demographic segments and create drinks for each niche. There's now a new Diet Coke sweetened with Splenda and Coca- Cola Zero, which, as its name implies, has zero calories -- as opposed to the regular and Splenda versions of Diet Coke, both of which have, um, zero calories. And then there's still Coke's original no-cal cola, Tab. All of which leads to some very creative marketing- speak. Product Core Demograpic Brand message, as found on Coke.com Brand message from Katie Bayne, a senior VP, Coca-Cola Brands Actual brand message, as translated by Fast Company Flavor profile according to Scott Williamson, Coca-Cola spokesman Flavor profile, according to admittedly
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This note was uploaded on 11/14/2010 for the course MARKETING 234 taught by Professor Arshad during the Spring '10 term at IMSciences.

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Coke is What - Coke is What The many faces of no-cal Coke show what can happen when market segmentation runs amok From Issue 98 | September 2005 |

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