Macro/Micro Analysis for Coke Zero

Progress Report

- During our initial tutorial we decided that we would look into the soft drinks sector, predominately looking at Coke Zero.

- We chose a name for our group, 'Zero Heroes.' and allocated roles, enabling us to easily distribute main tasks. We then put together a macro (PESTLE) /micro analysis for the brand.

Katie Howell (Leader),
Chloe Thomas (Researcher)
Tom Sutton (Researcher)
Alice Herborn (Editor)
Gemma King (Designer)

- The blog was then set up, and we all signed a contract that agreed that we would attend all tutorials and that there would be actions if a member didn't satisfy the agreement. Alice was assigned to create the blog and write the first blog post.

-Gemma has taken charge of the infographic and decided to use the website Piktochart.

Individual/Group Contribution

Coca Cola has evolved over the last century into a multinational leading manufacturer in the soft drinks industry, expanding and creating products to suit a broad target market. Coke Zero is an additional product serving functional and symbolic brand benefits to it’s customers. Functional benefits include providing energy, great taste and satisfying thirst. It’s symbolic benefits include the creation of a subculture among peer groups. (Katie)

After discussing the macro analysis of Coke Zero, we picked out key points. Tom looked into the economical environment that may affect the company and found that Coca Cola has been increasing sales by 4.7% through the recession. Showing that customers are still buying quality brands, even when customers have less disposable income. Coca cola is constantly expanding its range, hoping to keep attracting a different set of potential buyers. (1)

In our research for the MICRO effects we found that Coke Zero direct their demographic to young males in their twenties, finding that the word ‘diet’ is more feminine and appealing to women. The packaging reflects the chosen demographic with the coloring (black). We found that possible competition for Coke Zero would be Pepsi Max, a sugar free alternative to Pepsi and Diet Pepsi. (2) (Chloe)
Cannibalism from within the company could also be classed as competition with their other products such as coke, diet coke or varieties of flavoured cola. (Katie)

Action Points

-Next week our group will explore and research a SWOT analysis for our brand. (Strengths, Weaknesses, Opportunities and Threats.)


-Gemma will continue working on the infographic, representing the key points from our macro/micro analysis in an illustrative way.

References by Alice
(1) AC Nielsen. (2010). Coke Winning A Recession. Available: http://www.coca-cola.co.uk/press-centre/2010/march/coke-winning-in-a-recession.html. Last accessed 8th Oct 2013.
(2) Jeremiah McWilliams. (2010). Coke Zero becomes a hero for Coca-Cola Co.. Available: http://www.ajc.com/news/business/coke-zero-becomes-a-hero-for-coca-cola-co/nQkHh/. Last accessed 7th Oct 2013.