Coke final

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Coke final

  1. 1. RE-LAUNCHING OF DIET COKE<br />BY:<br /> AJAY. K<br /> RAKESH. J<br /> DIASON. G<br /> RUMA. D<br /> MITHUN. J <br />
  2. 2. INTRODUCTION<br /><ul><li>Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world
  3. 3. Created in Atlanta, Georgia by Dr. John S. Pemberton on May 8, 1886
  4. 4. The world's leading manufacturer, marketer & distributor of non-alcoholic beverage concentrates and syrups
  5. 5. Operating in more than 200 countries & producing nearly 400 brands</li></li></ul><li>COCA-COLA IN INDIA<br /><ul><li> It came to India in 1993</li></ul>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.<br />Has already invested nearly US$ 1 billion in India.<br />Has 45 distribution centers all over the India.<br />
  6. 6. INDIAN MARKET SHARE<br />
  7. 7. THE OTHER SIDE OF COKE<br />There are 27 different varieties of coke made by Coca-Cola.<br />Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day<br />Some of the other brands under the Coca-Cola Company are:<br />Sprite<br />Fanta<br />Thums up<br />Kinley drinking water <br />Limca<br />Diet coke<br />
  8. 8. DIET COKE<br />Diet Coke is a sugar-free soft drink and low calorie drink of the coca cola family <br />It was introduced in the United States in 1982.<br />In1983 coca cola introduced the caffeine free variant of diet coke.<br />1986 to 2007 diet coke was introduced in different flavors like lime, vanilla, cherry etc<br />Diet coke introduced in 1993 in India<br />
  9. 9. WHY DIET COKE FAIL???<br /><ul><li>Product features (i.e, Taste).
  10. 10. Weak Promotion.
  11. 11. Positioning.</li></li></ul><li>WHY DIET COKE FAIL???<br />The most commonly distributed version of Diet Coke relies on ‘ASPARTAME’ as a sweetener.<br />This ingredient is blamed to cause serious illness such as cancer, brain tumor, bladder cancer n others.<br />It was causing bad breath.<br />It lacked the strong flavor of cola drink especially the sweetness.<br />
  12. 12. STRATEGIES TO OVERCOME <br />ASPARTAME replaced by “STEVIA” leaf as a sweetener avoiding all the health issues.<br />Stevia is 100% natural<br />Stevia's taste has a slower onset and longer duration than that of sugar, thus adding totally new taste to the drink.<br />More aggressive promotion strategies<br />To be position as an add-on to coca cola for health conscious people<br />
  13. 13. ‘ STEVIA’<br />∙ Zero Calories, <br /> 300 Times Sweeter Than Cane Sugar<br />∙ Helps In High Bp Condition,<br /> In Weight Loss, Tooth Decay,<br /> Reduces Nicotine And Alcohol <br /> Carvings<br /><ul><li> Stevia is called as “sweetener of future”</li></li></ul><li>STP ANALYSIS<br />
  14. 14. SEGMENTATION<br />The market segment for the product will be consumers above the age group of 15 yrs. <br /> This section of the market are the potential buyers and consumers of the product.<br />
  15. 15. TARGETING <br /> The target market for diet coke would be the health conscious individuals and youth in the segmented market.<br /> Most of the marketing efforts are to be focused on the target market.<br />
  16. 16. The product is intended to be positioned as ‘the only cola drink with a herbal ingredient’<br />As ‘the cola drink which is not totally artificial’ <br />This is intended to give diet coke an edge over other cola drinks in terms of health in the minds of the targeted consumers.<br />POSITIONING<br />
  17. 17. CONSUMER PERCEPTION CHANGE…<br /><ul><li>ATTITUDE- TOWARDS- THE AD </li></ul> MODEL.<br /><ul><li>CLASSICAL CONDITIONING THEORY
  18. 18. REPETITIONS.</li></li></ul><li>BRAND AMBASSADOR <br />
  19. 19. MARKETING MIX<br />
  20. 20. PRODUCT <br />Product is diet coke<br />Available in different size<br />Sizes vary from 240 ml to 2 Ltr , shown in cans and glass and plastic bottles.<br />
  21. 21. PRICE <br />The price of the drink will be the same as the rest of the drinks of that categories.<br />Competitive pricing strategies <br /> Example :<br />Regular 250 ml Rs 15/- & Rs 10/- <br />Family Pack 1 ltr Rs 40/-<br /> 1.5 ltr Rs 55/-<br />Jumbo Pack 2 ltr Rs 70/-<br />
  22. 22. PLACE <br />It will be available every where as we are following the mass marketing strategy.<br />Intensive distribution marketing strategies<br />
  23. 23. PROMOTION<br />FIFA world cup<br />Common wealth games <br /> Advertising on:<br />Television<br />News paper<br />Magazines <br />Health club, fitness n slimming centre.<br />Tie up with sports club<br />
  24. 24. ADVERTISING <br />
  25. 25.
  26. 26. Diet coke advertising on leading magazines like business world, India today, film fare,<br />Health, n so on <br />
  27. 27.
  28. 28.
  29. 29.
  30. 30. OTHERS <br />Eye Catching Position<br />UTC(under the crown) Scheme<br />POS(point of sale) Material <br />Radio<br />Internet<br />
  31. 31. CSR<br />
  32. 32. FUTURE PLANS<br />
  33. 33. THANK YOUOpen for queries?<br />
  34. 34. THANK YOU<br />

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