The mission of the Coca-Cola Scholars Foundation is to provide scholarship programs and lifelong enrichment opportunities in support of exceptional peoples’ thirst for knowledge and their desire to make a difference in the world. That’s why the foundation is now offering a highly competitive program the “Coca-Cola Scholars Program Scholarship”. High school seniors with a minimum un-weighted GPA may apply for the scholarship. When you become a Scholar, you become a part of that incredible, influential Coca-Cola Scholars are selected each year to receive this $20,000 achievement-based scholarship.
Coca-Cola is a global behemoth and the largest beverage company in the world (Interbrand 2009). This report has been directed towards analyzing and evaluating the aspects of consumer behaviour in relation to marketing. The report has scrutinized data with regard to Diet Coke, its main competitors such as Diet Pepsi, marketing activities and its response. Diet Coke spends extensively on its marketing and has created many a loyal fan amongst its consumer base worldwide. The new marketing strategy is sound but requires higher brand involvement from its chosen target consumers. Females consumers today are not entirely stereotypical, evolve continuously and not all women are lured by the idea of a rebellion. Diet Coke has to work on reworking its current marketing activities and attempt to connect to consumers more personally.