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By Hayden Noel

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One cornerstone of the campaign was the creation of a group called The Zero Movement. This group was promoted on a blog on which a young man rants about why life is so full of stuff to do and how it would be so much nicer if there was, well, ‘zero to do’. The blog concluded with several supportive comments, which made it appear to be an individual’s site rather than a promotional tool. In Australia the campaign generated a lot of interest in Coke Zero until consumer advocates discovered that The Zero Movement was part of the Coca-Cola marketing campaign.

For this reason, cultural elements from many ethnic groups (such as music, colours, language, or pop culture references) are being successfully incorporated into campaigns for otherwise mainstream products. In order to survive and remain profi table in today’s marketplace, companies need to stay on top of multicultural ideas, trends and sensitivities. Undercolors of Benetton In addition to seeking the views of minorities when developing marketing programmes, companies like Benetton are also inclined to use spokespersons who refl ect multicultural society.

Are these promotion strategies appropriate for Coke Zero? Do the spokespersons match the image that Coke Zero is trying to promote? 37 Case study: The case of Coke Zero Questions and exercises Discussion questions Exercise 1 1 Describe the different factors that impact consumer behaviour. Which of these factors do you believe would have the greatest impact on how consumers behave? Ask a friend to identify his or her favourite possession and conduct an in-depth interview with them to determine the underlying reasons for his or her choice.

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