Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero (now known as Coca-Cola Zero Sugar). It has chosen to attempt to appeal to men with Coke Zero. In addition to launching an ad campaign featuring men enjoying Coke Zero, Coca-Cola also designed a masculine-looking can for Coke Zero, with bold red lettering on a black background. This specially designed can is an example of
A)positioning.
B)targeting.
C)segmentation.
D)a market segment.
E)market penetration.

Question

Quizplus · Accepted Answer

Positioning refers to the strategy of designing a product and its marketing to occupy a distinct place in the minds of the target market. The masculine-looking can for Coke Zero is an example of positioning, as it is designed to appeal specifically to men.

Coca-Cola Sells Two Different Zero-Calorie Versions of Coke: Diet Coke