Coca-Cola Took a Risk in Marketing Diet Coke in Japan

Coca-Cola took a risk in marketing Diet Coke in Japan because the population is not overweight by Western standards.Further,Japanese women do not like to drink anything clearly labeled as a diet product.The company changed the name to Coke Light and subtly shifted the promotional theme from "weight loss" to "figure maintenance." Coca-Cola was interested in the product's ________.

A) positioning
B) diversification
C) channel design
D) analogy
E) gap analysis