marketing of Coke

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marketing of Coke

  1. 1. RE-LAUNCHING OF DIET COKE
  2. 2. INTRODUCTION  Coca-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
  3. 3. 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.
  4. 4. Coca Cola 60% Pepsi 30% Others 10% INDIAN MARKET SHARE
  5. 5. 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
  6. 6. 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
  7. 7. WHY DIET COKE FAILED??? • Product features (i.e, Taste). • Weak Promotion. • Positioning.
  8. 8. 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.
  9. 9. 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
  10. 10. ∙ 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‟
  11. 11. STPD ANALYSIS
  12. 12. 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.
  13. 13. 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.
  14. 14. • 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
  15. 15. DIFERENTATION •“zero calories, real taste” that creates flavour category within the target market.
  16. 16. HOW RELAUNCH HELPED •People‟s perception changed •The Health conscious people supported and promoted the product through “word of mouth” as well.
  17. 17. BRAND AMBASSADOR
  18. 18. MARKETING MIX
  19. 19. 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.
  20. 20. 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/-
  21. 21. PLACE • It will be available every where Coke follows a mass marketing strategy. • Intensive distribution marketing strategies
  22. 22. PROMOTION • FIFA world cup • Common wealth games Advertising on: • Television • News paper • Magazines • Health club, fitness n slimming centre. • Tie up with sports club
  23. 23. ADVERTISING Television is widely seen network therefore Diet coke· Advertisement campaign on TV.
  24. 24. Diet coke advertising on leading magazines like business world, India today, film fare, Health, n so on
  25. 25. Coca cola is very much conscious about their billboards and hoardings. They have so many sites in different locations for their billboards.
  26. 26. Coke Studio- Coke Studio will be a musical program sponsored by coca cola and telecasted on popular channels in INDIA
  27. 27. OTHERS • Eye Catching Position • UTC(under the crown) Scheme • POS(point of sale) Material • Radio • Internet
  28. 28. CSR
  29. 29. FUTURE PLANS
  30. 30. THANK YOU Open for queries?
  31. 31. • THANK YOU

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