Here is the German TV advertising of Coca Cola Zero

Result about my report

The goal of this survey was to discover consumption habits for Coca Cola products and the consumer’s point of view about Coca Cola Zero. Fifty nine persons answered to the survey. The main part of them  are between twenty and twenty three years old and are students. It is interesting to have their opinion because the target of Coca Cola Zero is young people (even if the target is mainly men).

 

The goals of the survey were :

●         to define consumption habits for Coca Cola products.

●         to define Coca Cola recognition and image.

●         to discover the sensitivity to price of the consumer with Coca Cola products.

●         to discover consumption habits for Coca Cola Zero and the consumers’ point of view.

 Findings :

●         A very important part of the persons (86,4 %) consumes Coca Cola drinks : Coca Cola is entered in habits.

●         The most consummate Coca Cola product stays the classic Coca Cola (65,4 %) despite the variety of new Coca Cola drinks. Coca Cola light is the second (13,5 %). At the consumption level, people drink Coca Cola products often (37,7 %) or occasionally (30,2 %).

●         When consumers think about Coca Cola, the three main words which come to their mind are red, fresh and bubbles. It is exactly the advertising strategy of Coca Cola.

●         At the price level, 61,1 % of consumers think Coca Cola products have the same price than competitors products whereas Coca Cola products are more expensive (only 35,2 % think it is more expensive). 62,3 % of the consumers are not ready to pay more for Coca Cola products than for supermarket own brands : this shows the danger of these cheapier brands.

●         56,6 % of the persons have ever drunk Coca Cola Zero which shows that Coca Cola Zero succeeded in launching this new product. But the issue is that 76,3 % of the persons who have ever drink Coca Cola Zero do not find it has the same taste than the classic Coca Cola whereas it was one of the main argument of the advertising campaign.

Conclusion 

Coca Cola products are very well introduced in the consumers’ everyday life.

The launching of Coca Cola Zero has been a success because one person in two has ever tasted it. But the fact that consumers find it has not the same taste is a failure and it could be a point to start work again.