Business Objective

I forgot to post this before class, but here is my business objective so far:

I am going to be analyzing Diet Coke's sponsorship of the Heart Truth campaign, specifically focusing on how Diet Coke is trying to position themselves in the "health drink" category. The idea is that Coca Cola wants an edge in the healthy drink category, compared to Gatorade, Powerade, and other similar beverages. Soda sales in general (fell by 2.1% in 2009) and Coca Cola is aiming to acquire new customers by stealing share from Gatorade, the category leader. In this case, the dynamic variable Diet Coke is after is image based, and they are positioning themselves based on a cool and healthy image.

The Fundamental Entity is Diet Coke.
- Coca Cola is the world's largest beverage company, with over 500 brands of beverage in their family
- Diet Coke represents a distinct brand within this corporation
- Diet Coke is a calorie free, good tasting, and sweet alternative to Coca Cola Classic.
- Diet Coke recently claimed the number two spot in terms of soda popularity, while Coca Cola Classic maintains the #1 position. Diet Coke does not fare as well in the healthy beverage category

The Core Competence is Diet Coke's calorie free, refreshing taste. The flavor is distinct from other beverages in the health drink category, which tend to be fruit flavored. Diet Coke also has the image of being a cool drink. Coca Cola is a leader in the beverage industry, and their brand equity can also be considered a core competence.

The Goal for Coca Cola is to increase sales and garner CSR by partnering with a platform that targets women, a main Diet Coke drinker demographic