Execution

Communications plan:
Communication Objective: Attitudinal change. Establish Diet Coke as a healthy beverage whose cool image is consistent with their health benefits
Media & Execution: partner with the Heart Truth campaign and launch an aggressive marketing campaign including:
- National commercial campaign
- Advertisements on Diet Coke packaging
- Sponsorship of a "red dress" fashion show
- Dedicate portion of Diet Coke website to heart health tips

Product: Diet Coke, the no calorie, sweetened version of Coca Cola classic. Diet Coke is available in six flavors: regular, caffeine free, coke, cherry, lime, and sweetened with splenda. The product is available in a variety of packages and sizes, and is sold all over the world. Diet Coke aims to position itself as a healthy beverage and compete against Gatorade and Powerade. The product relies on it's unique taste and "cool" image to attract customers. Diet Coke has an "experinece" product attribute, and it can be evaluated only after consumption, although it is hoped that there will be some "search" aspects to the product with its image based emphasis.

Collaborators:
- channel length is indirect, there are intermediaries in the process (manufacturer --> wholesaler --> retailer --> consumer)
- channel breadth is mainstream distribution meaning the number of outlets where the product is sold is as high as possible to minimize travel/search costs for consumer
- channel depth is less integrated, because Coca Cola does not control all aspects of the channel