4. × American corporation, and manufacturer,
retailer, and marketer of nonalcoholic
beverage concentrates and syrups.
× best known for its product Coca-Cola, invented
in 1886 by pharmacist John Stith Pemberton in
Atlanta, Georgia.
× Incorporated on September 5, 1919
4
10. 10
× Coca Cola launches Orange Vanilla Coke.
× Coke launching Energy Drink to compete with RedBull.
× Consumers in Kerala and Andhra Pradesh to relish the
goodness of fruits and nutrition with two new
launches from Minute Maid.
× ICC and Coca-cola Team Up To Celebrate Cricket.
× Introduced its Enhanced Hydration portfolio in North-
East India, with launch of Aquarius Glucocharge.
11. New flavors in Coke
Minute Maid Smoothies for Healthy segment
11
13. × Fanta Grape flavor
× New Coke, Coca Cola Cherry, Diet Cherry, Zero Cherry,
Coca Cola Black Cherry Vanilla, Coca Cola with Lime
× Caffeine-Free Coca Cola
× Sprite Remix (launched in 2003, discontinued in 2005)
× Beverley (was sold in Italy)
× Leed (disc. in 1984, was sold in Australia)
× OK Soda (disc. in 1995, just 7 months after release)
13
17. × Geographic - Urban vs Semi-urban & Rural areas
× Demographic - Age, Gender, Family size, Income, Social Class
× Psychographic - Lifestyle, Personality
× Behavioral - Occasions, prizes on packages
17
18. × Coke : Everyone’s drink
× Diet Coke : Weight conscious people
× Coke Zero : Teens who are calorie conscious
18
19. × Secret Recipe - The Coca-Cola formula is the secret recipe which the
company uses for publicity, marketing and differentiation. Known only
to a very few anonymous employees
× The way it positions itself, Coca-Cola emphasis on family, friendship
and other happy relationships. Slogan - Share a Coke, Open
Happiness, Say it with Coke
× Packaging - Coca-Cola differentiates its products with unique
packaging. Also with colors, for ex - Red with classic coke, Silver with
Diet coke
× Quantity - Coca-Cola is available in various quantity like 0.25,0.50, 1 or
2 litres to ensure it serves the needs of the people
19
21. × Products : Coke, Diet Coke, Coke Zero
× Price
Beverage Market is a Oligopoly, Coke has formed a cartel
contract, hence their pricing strategy is based on their
competitor, Pepsi
Coke : Rs. 35 for 300 ml Can
Diet Coke : Rs. 35 for 300 ml Can
Coke Zero : Rs. 35 for 300 ml Can
21
22. × Advertising - Aggressive advertising, Big names from Indian film
industry are mostly brand ambassadors, memorable slogans like :
Thanda matlab Coca-Cola,Coke khule toh baat chale, Taste the feeling
× Print media - Coca-Cola has a separate department for it
× Outdoor advertising - Very Conscious about their billboards &
hoardings, many billboards across prime locations, more emphasis in
rural India
× Sponsorship - Coca-Cola sponsors various events in India & across the
globe. Ex - ICC World Cup, FIFA World Cup, Olympics
× Direct Marketing - It partners with various restaurants, theatres. Ex -
McDonalds, Dominos
22
23. × Coca-Cola is available all over the world
× It follows the FMCG distribution pattern
× The effective distribution pattern of coke has
eroded small and middle level players from the
market
× It has also captured rural market by extensive
distribution & eroded share of local players, ex -
Bovonto
23
27. × Demographics
Places visited by Young adults and Office-goers
× Buying Behaviour
Convenient for end consumers
× Psychographics
Lifestyle choice for people
× Provides Mass Customisation
27
28. × Market Opportunity
Offers a range of premium hot and cold beverages
× Profit Potential
Instant dispensing solution
× Appropriate Segment
Cinema Halls, Multiplexes, Corporate offices
28
29. × Low price
× Premium quality with high variety in one
vending machine
× Premix Powder utilises brands like Lipton and
Nescafe
29
38. Minute Maid brand is for people who want
some refreshment through natural fruit
flavoured juices.
They have segmented market on following
factors
- Income level
- Behavioral basis
38
39. They are using ‘NICHE MARKETING’ strategy for
targeting the market.
They charge high prices for the products hence
only target high income segment customers.
39
40. Minute maid emphasises on people who want a
healthy, hassle free refreshment anytime.
They also position themselves by saying that it’s a
good source of calcium and contains full days
supply of vitamin and is made with real juice and
has low calories.
40
41. - The brand is differentiated by its texture which
comprises of fruit pulp and not just the juice.
- Minute maid also provide different flavours like
apple, mango, orange, lemon etc.
- They provide attractive packaging and
provides assured quality product.
- They comparatively have low calories.
41
43. × fruit-based beverage
× marketed healthy bottled juices
× Most highlighted product is the Minute Maid
Pulpy Orange Drink
× drink is made from concentrated orange
× pulp is added to provide the flavour and feel of
a freshly squeezed orange juice.
43
44. × Pretty affordable
× The segment it is present in, Minute Maid is
quite competitively priced
× Every consumer above the average level is
able to afford and the penetration of the brand
is maintained in urban houses
× To be sold in volume, reducing price per unit
44
45. × Available at every local retail outlet in cities
× The distribution is rich in tier 1 and tier 2 cities
× Made available at various tourist locations
× Online Markets : Retail grocery aggregators &
ecommerce players
45
46. × ‘A health oriented brand that cares for your
health’
× Newspaper advertisements, TV commercials,
Radio advertisements
× It concentrates heavily on digital marketing,
reaching out to young customers
46
