Using Coke as a brand, which type of competitor would be considered a substitute?

The concept of substitutes in marketing refers to products that can fulfill the same need or desire as the original product, even though they are not directly competing in the same category. In the case of Coke as a brand, a substitute would encompass any beverage that serves as an alternative to Coke.

When considering Coke, substitutes include not just diet cola products but also energy drinks and non-soda beverages like iced tea, juice, and bottled water. Each of these options meets the consumer's thirst or desire for a beverage but in a different form. For instance, someone may choose a diet cola as a lower-calorie alternative to regular Coke, or they might pick an energy drink for a caffeine boost instead of soda. Similarly, non-soda beverages provide a different taste profile and can cater to health-conscious consumers looking for alternatives to sugary drinks.

Therefore, the correct response indicates that all these products—diet colas, energy drinks, and non-soda beverages—are considered substitutes to Coke, as they can replace its consumption based on various consumer needs and preferences. This broader perspective allows for a more comprehensive understanding of the competitive landscape that Coke faces in the beverage industry.