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  • 1. RE-LAUNCHING OF DIET COKE
    BY:
    AJAY. K
    RAKESH. J
    DIASON. G
    RUMA. D
    MITHUN. J
  • 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
    • 3. Created in Atlanta, Georgia by Dr. John S. Pemberton on May 8, 1886
    • 4. The world's leading manufacturer, marketer & distributor of non-alcoholic beverage concentrates and syrups
    • 5. 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.
  • 6. INDIAN MARKET SHARE
  • 7. 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
  • 8. 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
  • 9. WHY DIET COKE FAIL???
    • Product features (i.e, Taste).
    • 10. Weak Promotion.
    • 11. Positioning.
  • WHY DIET COKE FAIL???
    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.
  • 12. 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
  • 13. ‘ STEVIA’
    ∙ 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”
  • STP ANALYSIS
  • 14. 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.
  • 15. 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.
  • 16. 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
  • 17. CONSUMER PERCEPTION CHANGE…
    • ATTITUDE- TOWARDS- THE AD
    MODEL.
    • CLASSICAL CONDITIONING THEORY
    • 18. REPETITIONS.
  • BRAND AMBASSADOR
  • 19. MARKETING MIX
  • 20. 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.
  • 21. 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/-
  • 22. PLACE
    It will be available every where as we are following the mass marketing strategy.
    Intensive distribution marketing strategies
  • 23. PROMOTION
    FIFA world cup
    Common wealth games
    Advertising on:
    Television
    News paper
    Magazines
    Health club, fitness n slimming centre.
    Tie up with sports club
  • 24. ADVERTISING
  • 25.
  • 26. Diet coke advertising on leading magazines like business world, India today, film fare,
    Health, n so on
  • 27.
  • 28.
  • 29.
  • 30. OTHERS
    Eye Catching Position
    UTC(under the crown) Scheme
    POS(point of sale) Material
    Radio
    Internet
  • 31. CSR
  • 32. FUTURE PLANS
  • 33. THANK YOUOpen for queries?
  • 34. THANK YOU