Video Review: Case Study Personal Analysis
Directions:
View the video, “It’s Mouth to Stomach” (Links to an external site.) and provide a few brief comments with respect to its relevancy to this unit’s marketing concepts.
https://www.youtube.com/watch?v=k0tcUsH1PO8&feature=youtu.be
Describe the personal and psychological factors that may influence what consumers buy and when they buy it.
A. How did the Coca-Cola Company try to bridge the gap between people’s real selves and their ideal selves with Coke Life?
Someones real self could also be descried as their self concept. This is how an individual sees themself. This concept is also how we think others see us. The ideal self is the person we would like to be. This ideal self could be anything from looks to mindset. This is the one of the areas Coke life tried to market. This product was an improved coke for the healthy conscience or for those who wanted to be healthy. Being only sweetened with natural additives, like Stevia, it was marketed to be a natural and healthy soft drink alternative but still keep the taste of coke. Someone who wanted to be fit and healthy could use this product as a stepping stone to a healthy real self.
B. Coke Life was did not sell well and was discontinued in 2017. What went wrong? Can older companies reinvent themselves with newer products like Coke Life? Name a company that succeeded by doing so and one that did not.
Coke Life was an attempt by Coca-Cola to introduce a healthier alternative to traditional coke and other soft drinks. The target consumer was individuals who drank little amounts of soft drinks or none at all. By presenting them with a healthier version of their product they hoped to reinvent themselves. Coke Life was a hard product to push from a well established company like Coke who is known for sweet soft drinks.