‘Great taste runs in the family’ – this phrase is probably most applicable for Coca-Cola and its line of unique tasting beverages. However, Coke Zero has only recently entered our market. Why is it that Bangladesh is seeing such a late entry of a product that has won millions of hearts across the globe already?
The sugar-free variant of our beloved classic Coca-Cola incepted the market this September with lifestyle app WowBox; where winners of a contest were gifted with Coke-zero goodies. The campaign swept away a good number in the market and the desired buzz. Following this primary campaign, the brand has sponsored a handful of events across major cities, including TEDxNorthSouthUniversity and Coke-Zero Presents Dhaka Foodiez-Dhaka Restaurant Week 2017. Moreover, they have enabled online ordering of the drink with free home delivery.
Alright, alright! Enough with Coke’s marketing strategies; it’s only natural for Coca-Cola to use such marketing channels to create a buzz for its product. But the point of this article is to shed light on what this company has been doing consistently.
First things first – as soon as we saw the red/silver name of Coke-Zero pop up in different banners and storefronts; we figured that Coca-Cola has completed a due diligence on our country and has found our rising economy to support its product for a positive business case. With the rise of health conscious individuals across major cities of Bangladesh, people are looking for healthier alternatives to their ever-loved beverages and Coke is here to supply just that.
On the other hand, the company has managed to keep or even in some cases bettered the taste of its sugar-free variant – as responded by consumers in real life and social media. Regardless of the actual taste, people seem quite satisfied with the taste of same old classic Coke minus the sugar.
Reverting back to our point, we can realize by this time that Coca-Cola has maintained two very important marketing strategies with Coke-Zero: One is good timing through marketing research and the other is keeping its quality consistent and communicating that throughout relevant channels.