Kids, teens, adults and grannies belong to the market.
Diabetics, who naturally should avoid coke because of its high sugar content, can also drink it.
People watching their weight can guiltlessly drink Coke.
It was this close of an alternative to water, but bottled tea drinks, juices and fitness drinks are giving it something to be threatened about. What does Coke do? They constantly revolutionize to keep up with the times and to adjust to their market's silent sentiments.
But I'm harboring mixed feelings about it. I'm a little bit overwhelmed, confused, annoyed and amused about this whole variant repackaging thing. Coke's been exploring, experimenting and launching different variants of Coke that I wouldn't be surprised one day that there's a Coke made especially for babies.
Originally, there's the Coke, the classic one, bottled and canned in Crimson Red.
For the diabetics and weight watchers there's Diet Coke or now known as Coke Light. The packaging is silvery, sleek and very feminine. It is more targeted on women; and studies show that men and teens identify more with Pepsi Max (a competitor of Coke, also a Pepsi sugarfree variant), which is packaged in a very sporty way. Coke Light now strengthens its position more than ever by being endorsed by none other than Independent-Fashionista woman Icon, Sarah Jessica Parker.
After a semi-confusion on Diet Coke or now known as Coke Light (I have to get used to the change), there are other experimental variants all for the love of flavors. In this country at least we had Coca-Cola Vanilla, Coca-Cola with Lemon and Coca-Cola Cherry. Globally, Coca Cola has also launched Coca-Cola with Lime, Coca-Cola with Raspberry, Coca-Cola Black and Coca Cola with Orange (UK). And I'm not going to start the different breakdowns of these flavors (Diet Coca Cola Vanilla, Black Cherry Vanilla etc.)
After the flavors and variant takes, Pepsi Co with its Pepsi Max jousted Coca-Cola's take on sugarfree drinks. Coca-Cola's answer to the rising threat was the infamous Coke Zero that walks hand in hand with its sister Coke Light. Coke Zero not only boasts to be sugarfree, but it retains closely the taste of the classic Coke formula without the calories. But Coke Zero is more positioned to attract Pepsi Max's consumers, which are men, active teens and yuppies.
Remarkably, Coke now is better positioned more than ever. They have all different types of Coke for different folks. They have fruity variants, sugar free variants and of course the classic. But they are soon to launch more than the already gamut of Coke variants globally. It started already in developed countries and this will leave you either amused or annoyed.
Coca-Cola has announced the release of Diet Coca Cola Plus. The plus includes vitamins and minerals like B3 (Nicotinic Acid/Niacin), which blocks breakdown of fats causing the decrease in free fatty acids in the blood. Vitamin B6, which is a co-factor in many reactions of amino acid metabolism. Vitamin B12, which is an important vitamin for the normal functioning of the brain and nervous system. The reason behind why Coca-Cola chose these particular vitamins, I have no idea. But it's clear that they want to create a sugar less, calorie less drink induced with vitamins for health conscious drinkers. It is by far a record standing option for the normal pop. I've also heard that Starbucks will soon globally offer vitamin induced coffee in their franchises, but that's a different story.
As if the world is not complicated enough. But for the normal consumer, it really takes time and effort to taste variants and identify to the created market subgroups. What Coke is doing is extreme market segmentation and revolution. It's not anymore Coke versus any other brand, it's Coke versus the brand itself. The consumers are subdivided into Classic Coke drinkers to Coke Zero Drinkers, Coke Light Drinkers, Coke Light Plus Drinkers or specialty Fruity Coke Drinkers. Coca-Cola gives more excuses and reasons to drink Coke. There are some people who buy Coca Cola only for their better tasting Coke Zero or there are other Coke drinkers who have switched to Coke Vanilla or Coke Lime because they just love the unique cola taste. There are others who avoid Classic Coke at all costs, but swears to Coke Zero.
With all these options and variants, there's no other way to explain the confusion and annoyance of some; and the amusement and excitement of others. It takes a lot of getting used to the changes and additions, but the market has been pretty warm to whatever Coca Cola experiments on. And usually if it doesn't work, Coca Cola immediately gets the point. With their recently vitamin induced soda, it serves high speculation for a drink that's been lashed for their bad nutrition content. It awaits judgment and I can't wait to taste it personally and hear other what other experts think about it, because until then I'm still sticking to water and to my occasional Coke Zeroes.
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1 comment:
I still prefer the classic coke.
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