marketing of coke
DESCRIPTION
marketing of coke, strategies of coke, marketing of soft drinksTRANSCRIPT
INTRODUCTIONCoca-Cola is the most popular and biggest-
selling soft drink in history, as well as the best-known product in the world
Created in Atlanta, Georgia by Dr. John S. Pemberton on May 8, 1886
The world's leading manufacturer, marketer & distributor of non-alcoholic beverage concentrates and syrups
Operating in more than 200 countries & producing nearly 400 brands
COCA-COLA IN INDIA
It came to India in 1993
• In 2009, Coca-Cola sold 7 billion packs of
its brands to more than 230 million
consumers across 4,700 towns and
175,000 villages.
• Has already invested nearly US$ 1 billion
in India.
• Has 45 distribution centers all over the
India.
Coca Cola 60%
Pepsi30% Others
10%
INDIAN MARKET SHARE
THE OTHER SIDE OF COKE
• There are 27 different
varieties of coke made
by Coca-Cola.
• Approximately 10,450
Coca-Cola brand drinks
are consumed around
the world each second of
every day
• Some of the other brands
under the Coca-Cola
Company are:
– Sprite
– Fanta
– Thums up
– Kinley drinking water
– Limca
– Diet coke
DIET COKE• Diet Coke is a sugar-free soft drink and low calorie drink of the
coca cola family
• It was introduced in the United States in 1982.
• In1983 coca cola introduced the caffeine free variant of diet
coke.
• 1986 to 2007 diet coke was introduced in different flavors like
lime, vanilla, cherry etc
• Diet coke introduced in 1993 in India
WHY DIET COKE FAILED???
• Product features (i.e, Taste).
• Weak Promotion.
• Positioning.
WHY DIET COKE FAILED???
• The most commonly distributed version of Diet Coke
relies on ‘ASPARTAME’ as a sweetener.
• This ingredient is blamed to cause serious illness
such as cancer, brain tumor, bladder cancer n
others.
• It was causing bad breath.
• It lacked the strong flavor of cola drink especially the
sweetness.
STRATEGIES TO OVERCOME
• ASPARTAME replaced by “STEVIA” leaf as a sweetener
avoiding all the health issues.
• Stevia is 100% natural
• Stevia's taste has a slower onset and longer duration than
that of sugar, thus adding totally new taste to the drink.
• More aggressive promotion strategies
• To be position as an add-on to coca cola for health
conscious people
∙ Zero Calories, 300 Times Sweeter Than Cane Sugar
∙ Helps In High Bp Condition, In Weight Loss, Tooth Decay, Reduces Nicotine And Alcohol Carvings
• Stevia is called as “sweetener of future”
‘ STEVIA’
STPD ANALYSIS
SEGMENTATION
• The market segment for the product will be
consumers above the age group of 15 yrs.
• This section of the market are the potential
buyers and consumers of the product.
TARGETING
The target market for diet coke would
be the health conscious individuals
and youth in the segmented market.
Most of the marketing efforts are to
be focused on the target market.
• The product is intended to be positioned as
‘the only cola drink with a herbal ingredient’
• As ‘the cola drink which is not totally artificial’
• This is intended to give diet coke an edge
over other cola drinks in terms of health in
the minds of the targeted consumers.
POSITIONING
DIFERENTATION
•“zero calories, real taste” that creates flavour category within the target market.
HOW RELAUNCH HELPED
•People’s perception changed
•The Health conscious people supported and promoted the product through “word of mouth” as well.
BRAND AMBASSADOR
MARKETING MIX
PRODUCT
• Product is diet coke
• Available in different
size
• Sizes vary from 240 ml
to 2 Ltr , shown in
cans and glass and
plastic bottles.
PRICE • The price of the drink will be the same as the rest
of the drinks of that categories.
• Competitive pricing strategies
Example :
• Regular 250 ml Rs 15/- & Rs 10/-
• Family Pack 1 ltr Rs 40/-
1.5 ltr Rs 55/-
• Jumbo Pack 2 ltr Rs 70/-
PLACE
• It will be available every where Coke
follows a mass marketing strategy.
• Intensive distribution marketing
strategies
PROMOTION• FIFA world cup
• Common wealth games
Advertising on:
• Television
• News paper
• Magazines
• Health club, fitness n slimming centre.
• Tie up with sports club
ADVERTISING Television is widely seen network therefore Diet coke· Advertisement campaign on TV.
Diet coke advertising on leading magazines like business world, India today, film fare,Health, n so on
Coca cola is very much conscious about their billboards and hoardings. They have so many sites in different locations for
their billboards.
Coke Studio- Coke Studio will be a musical program sponsored by coca cola and
telecasted on popular channels in INDIA
OTHERS
• Eye Catching Position
• UTC(under the crown) Scheme
• POS(point of sale) Material
• Radio
• Internet
FUTURE PLANS
• THANK YOU