Coke zero is an example of a soft drink brand that one can easily find in Qatar. The brand is famous in that it is a healthy drink that does not contain much sugar content, a factor many people are avoiding to live a healthier lifestyle. It is found in all shops dealing with foods or soft drinks.
A huge target market include the young children, the elderly, and persons with chronic disease in the country. The young persons are target, market because their parents and caretakers want to ensure that they give them products that do not affect their health as they grow up. On the other hand, the elderly are very cautious of their health and have a higher likelihood of acquiring chronic diseases such as diabetes and other illnesses caused by sugary products. They hence prefer having the diet coke as a way of keeping healthy (Tikhonov, Lebedeva, & Stepanov, 2019). Finally, persons with chronic diseases are also very wary of their health and hence opt to have healthy products, therefore settling on the diet coke.
Diet coke is old in all retail and wholesale outlets in the country, making it easily accessible to the entire consumer base in the country.
The diet coke goes for around 2.67 QR, which is a relatively affordable price as compared to other products in the market. The reason for Coca Cola Company settling on this product was due to the health advantage associated with it due to its low-levels of sugar. Another critical reason why the product was released in the market was since the demand for healthy products in the country was increasing since people are more aware of what products they ought to consume as a way of maintaining a healthy living standard.
Most important variable (PESTLE)
Before introducing any product in the market, there is always a need to factor in the political aspects of the country. This includes the environmental approach, the laws in the country, and the tax rules. Coca Cola Inc., the company producing the diet Coke, is already established in Qatar, making it easier to introduce new products in the country. It also follows the FDA (Food and Drug Administration), and hence easy access to the market, since it complies with all the set laws and regulations of the country (Haji, 2018). Other factors that the company has complied with include the labor laws, tax compliance, ethical conduct, and its internal marketing, hence making it easy to keep up with the Qatar market.
Proposed Product extension
To make the coke diet product more marketable in the country, there is a need for Coca Cola Inc. to sell the product in various sizes as a way of reaching out to the most extensive consumer base of all the economic classes. Selling the product in different sites will mean having it at affordable prices, where all individuals, despite their economic classes, will be able to afford the drink, hence a higher number of sales, which will be an added advantage to the company. After introducing new packages, the company should then embark on an effective marketing strategy that will make consumers more conversant with the product, as a way of boosting its sales.
Haji, A. (2018). Exploring Consumers’ Attitude and Behavior toward Carbonated Soft Drinks. In the case of Coca Cola and Pepsi Cola (Doctoral dissertation, St. Mary’s University).
Tikhonov, D. G., Lebedeva, U. M., & Stepanov, K. M. (2019). From the history of the study of the diet in North-Eastern Siberia: from the paleo diet to Coca-Cola in just 100 years. . History of Medicine, 6(2), 63.
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