Diet Coke at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Diet Coke is a sugar-free and low-calorie diet soda produced by the Coca-Cola Company.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with Soda Bottle in Cola.
Target stocks cola thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is cola: Target stocks only 7 there, so Diet Coke Soda Bottle stands out rather than blending in.
Target merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin cola shelf as a point of difference.
The full runway · across 6 stores
Every category Diet Coke plays in across the Bay Area grocers we track, and where it stands at Target. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
How it prices
Where it would price in cola. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Diet Coke (orange) sits well above the shelf.
What to bring to expand
Diet Coke’s SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Target’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Target profile →
