Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales.Which of the following is NOT true about this effort?
A) Segmentation and targeting were of little use compared to developing special advertising.
B) The word "diet" was not used in promotion because the target segment of men did not react favorably to the "girly" connotations.
C) Masculine images were used to promote the product to the targeted segment.
D) Although Coke has more than 450 products,sales to a carefully targeted segment can greatly increase total sales.
E) Although the market for cola is mature,Coke plans to adapt the current products and services to meet the needs of changing market climate.

Question

Quizplus · Accepted Answer

Segmentation and targeting were actually crucial in the development and promotion of Coke Zero. The product was specifically targeted towards a younger male demographic who did not want to be associated with the "diet" label. Masculine imagery and messaging were used in the marketing campaign to appeal to this target segment. Therefore, statement A is not true.

Coca-Cola Introduced Coke Zero to Increase Sales Without Taking Away