marketing of coke, strategies of coke, marketing of soft drinks

1. RE-LAUNCHING OF
DIET COKE

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. 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. Coca Cola
60%
Pepsi
30%
Others
10%
INDIAN MARKET SHARE

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. 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. WHY DIET COKE FAILED???
• Product features (i.e, Taste).
• Weak Promotion.
• Positioning.

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. 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. ∙ 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. STPD
ANALYSIS

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. 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. • 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. DIFERENTATION
•“zero calories, real taste” that
creates flavour category within the
target market.

16. HOW RELAUNCH HELPED
•People‟s perception
changed
•The Health conscious
people supported and
promoted the product
through “word of mouth” as
well.

17. BRAND AMBASSADOR

18. MARKETING MIX

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. 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. PLACE
• It will be available every where Coke
follows a mass marketing strategy.
• Intensive distribution marketing
strategies

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. ADVERTISING
Television is widely seen network
therefore Diet coke· Advertisement
campaign on TV.

25. Diet coke advertising on leading magazines
like business world, India today, film fare,
Health, n so on

26. Coca cola is very much conscious about their
billboards and hoardings. They have so many sites
in different locations for their billboards.

28. Coke Studio- Coke Studio will be a musical
program sponsored by coca cola and telecasted
on popular channels in INDIA

29. OTHERS
• Eye Catching Position
• UTC(under the crown) Scheme
• POS(point of sale) Material
• Radio
• Internet

30. CSR

31. FUTURE PLANS

32. THANK YOU
Open for queries?

33. • THANK YOU