Tried to explain how a new product is introduced into a market with the example of Coca-Cola company.

2. Coca-Cola
The Global drink

3. About the company

4.  Coca cola owns
more than half of
the world’s
beverages.
 Coke is affordable
in all the countries
we surveyed. It
was not out of the
price range for an
afternoon snack.
 Coke comes in a
variety of sizes
worldwide so you
can use it for a
crowd or as a
personal snack
drink.

5. Another side of coke
There are 27 different varieties
of coke made by Coca-Cola
First bottle of Coke was sold 120
years ago on May 8, 1886 in
Atlanta, Georgia.
Some of the other brands under
the Coca-Cola Company are:
 Sprite
 Barq’s Root beer
 Dasani
 Dr. Pepper
 Fresca
 Hi-CMinute Maid

6. IN ITS OLDER DAYS
 Coca-Cola sold only 25 bottles in the first year.
 Nowadays, they sell over one billion bottles per day.
 A single share in Coke that was bought in 1919 would be worth $92,500 in
1997.
 1919 is when the Coca-Cola went public.

7. DID YOU KNOW
If you stacked all of the
bottles of Coke that had ever
been made end to end, it
would reach to the moon and
back 1,045 times.
Coca-Cola contained cocaine
until 1913
-They had to remove it
from the ingredients
because people were
becoming addicted to
the drink

8. NEW PRODUCT
DEVELOPMENT

9. CAUSES OF NEW PRODUCT
DEVELOPMENT
 Wrong Estimation of Market Size
 Product Design Problems
 Product Incorrectly Positioned, Priced or
Advertised
 Costs of Product Development
 Competitive Actions
 To create successful new products, the
company must:
O understand it’s customers, markets and
competitors
O develop products that deliver superior value to
customers.

10. NEW PRODUCT
DEVELOPMENT PROCESS
 Idea Generation
and Screening
 Concept
Development and
Testing
 Marketing Strategy
Development
 Business Analysis
 Product
Development
 Test Marketing
 Commercialization

11. PROCESS
 IDEA GENERATION-
 New idea generation is
the systematic search for
new product ideas. Main
two sources of new-
product ideas are-
• Internal
• External
 Idea Screening refers to
reviewing new product
ideas in order to drop
poor ones as soon as
possible.
 CONCEPT
DEVELOPMENT AND
TESTING-
 Product concept is a
detailed version of the
idea stated in
meaningful consumer
terms
 Whereas concept
testing refers to new-
product concepts with
groups of target
consumers.

12. CONTI…
 MARKETING
STRATEGY-
Marketing strategy
statement
 Part 1:
• Description of the
target market
• Product
positioning, sales,
market share, and
profit goals
 Part 2:
• Price, distribution,
and budget
 BUSINESS
ANALYSIS-
 Business Analysis
can be defined as the
practice of enabling
change in an
organizational
context, by defining
needs and
recommending
solutions that deliver
value to
stakeholders.

13. CONTI…
 PRODUCT
DEVELOPMENT-
 Product development
involves the creation and
testing of one or more
physical versions by the
R&D or engineering
departments
 TEST MARKETING-
 Test marketing is that stage
where the product is
actually tested within the
market.
 COMMERCIALISATI
ON-
 If test marketing is
successful the product
is ready for national
launch. The following
decisions regarding
the national launch
need to be made.

14. COCA COLA LIFE
 The latest addition to
the family – Coca-
Cola Life – is now in
shops. It's our first
lower-calorie
cola sweetened from
natural sources.
Coca-Cola Life is
made with a blend of
sugar and stevia leaf
extract, and contains
a third less sugar and
a third fewer calories
than Coca-Cola.

15. WHEN IT HAS CAME TO
MARKET
 Coca-Cola Life is a
product of Coca Cola
launched
in Argentina in June
2013, in Chile in
November of that
year, in Sweden in
June 2014 and in the
UK in September
2014. It was created
in Argentina and
Chile after five years
of research together
in these countries.

16. LIFE
 It is the first version of the
soft drink to be produced
with stevia and sugar as
sweeteners.
 It is a lower calorie version
of Coca-Cola, having
27kcal/100mL, containing
60% of the calories of
regular Coca-Cola. Coca-
Cola Life tried to co-exist
with Diet Coke and Coca-
Cola Zero in the Argentine
and Chilean market,
however it has been slowly
removed for these
beverage markets because
of its low reception from
customers.

17. COCA COLA LIFE VS PEPSI
TRUE
 PepsiCo (PEP) is rolling out
its product, Pepsi True, in mid
of october, but it can only be
purchased through the site
Amazon.com
 Coca-Cola (CCE) has already
been selling its stevia soda,
Coca-Cola Life, in Argentina,
Chile, Great Britain and
Mexico. The product made its
U.S. debut in August, but only
in Southern states like
Georgia, Florida and North
and South Carolina. In
November, Coca-Cola Life
goes nationwide.

18. HOW IT IS A BETTER
PRODUCT An effort to follow consumer
demand for environmentally friendly
products, Coca-Cola Life was
created as a natural and healthier
alternative to regular Coke, with a
60% reduction in calories.
 The key to Coca-Cola Life is the
formula’s new blend of sugar and
the no-calorie natural
sweetener stevia, which is
extracted from plants native to
South America. Even with the
substantial caloric reduction, Coca-
Cola Life tastes almost the same, if
not a bit sweeter than regular Coke.

19. IN INDIA
 The move to launch
Coke Zero is also part
of Coca-cola's larger
strategy to offer more
choices to consumers -
especially those
looking for low calorie
products .Coca-cola,
for instance, has been
trying to do just that
and expand its diet
carbonated beverage
category for a while
now.
 It had applied and got
permission from the
government to utilise
'stevia', a natural
sweetener extracted from a
plant, and has no calories.
However, the notification by
the Food Safety and
Standards Authority of
India, is still awaited for the
last two years as a result of
which Coca-cola has not
been able to introduce a
range of other products but
the company with its
partners is to invest USD 5
billion in its operations
in India by 2020.

20. THANK YOU