Coca-Cola conducted a brand extension analysis of Diet Coke in India. Diet Coke has a small market share of 0.3% in India. The analysis covered Diet Coke's parent brand, the carbonated soft drink industry in India, brand extension strategies for Diet Coke, its 4Ps, competitors, segmentation targeting and positioning. The summary identified key details about Diet Coke's parent company, market share, extension strategies and analysis frameworks used to understand the brand in the Indian market.
Coca-Cola Presentation (Adobe After Effects & Apple Keynote)Eric Spencer
Coca-Cola Presentation created with Adobe After Effects & Apple Keynote.
View Presentation on YouTube with the After Effects video:
http://www.youtube.com/watch?v=YIkveNEiE8s - ENTIRE QUICKTIME PRESENTATION
http://www.youtube.com/watch?v=iahzlaO5shI - AFTER EFFECTS PORTION OF PRESENTATION
This is a document having a brief introduction of the Coca Cola Company....In fact really short.
Prepared by MAkhdoom Ali Fareed
for COMSATS University Lahore, Pakistan
Management Sciences Department.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
Coca-Cola Presentation (Adobe After Effects & Apple Keynote)Eric Spencer
Coca-Cola Presentation created with Adobe After Effects & Apple Keynote.
View Presentation on YouTube with the After Effects video:
http://www.youtube.com/watch?v=YIkveNEiE8s - ENTIRE QUICKTIME PRESENTATION
http://www.youtube.com/watch?v=iahzlaO5shI - AFTER EFFECTS PORTION OF PRESENTATION
This is a document having a brief introduction of the Coca Cola Company....In fact really short.
Prepared by MAkhdoom Ali Fareed
for COMSATS University Lahore, Pakistan
Management Sciences Department.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Corporate Social Responsibility Case Study: Coca Cola IndiaAsma Muhamad
Discover a case study of Coca Cola India in which how they turns their corporate social irresponsibility/issue into corporate social responsibility that give benefits to parties around where Coca Cola India operates their factories.
In our "Public Relations" course at SFSU my group and I analyzed Coca-Cola's problems with the CSE in 2003 and came up with an alternative to handle the situation.
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
The Presentation is about :
- Coca Cola Comapny
- Internal & External factors analysis
- Strategic decision matrix
- Coca Cola's Strategy
This Presentation done as a part of MBA class assessment in 2010
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
Fils-Aime 13
Valdirene Fils-Aime
Michael Matvichuk
CMGMT 4140 -- Strategic Management
Project: Five-Step Strategic Management Plan Analysis
Coca-Cola Company in the beverages industry
Step I. Corporate Mission and Goals
Brief history of the background and evolution of the organization
Coca-Cola Company is the manufacturer of Coke or Coca-Cola soft drinks. The company was founded in 1886 by John Pemberton. He was inspired by his curiosity as he stirred up a fragrant, caramel-colored liquid that he brought down to a place called Jacobs’ Pharmacy. There he added carbonated water and let several customers sample the new concoction. Although John Pemberton invented Coca-Cola, which is a carbonated soft drink, he later sold it to businessman Asa Griggs Candler, whose smart marketing tactics made the soft drinks to dominate the world of beverages in the entire 20th century. During the introduction stage into the market, the company used to sell nine drinks in Atlanta per day, but currently it is selling more than 19400 beverages every second around the globe (Moran). Its advertising strategies have changed to reach greater markets. Today Coca-Cola is one of the best-known brands around the world. However, when the company started, it used free coupons to promote its product. When Griggs Candler acquired the company, his budget to promote the product was $11,000. In 2011, the company allocated $4 billion for the marketing of its products (Moran). Also, over the decades the bottling of the beverages has changed to differentiate it from other close substitutes. These changes have also been seen in the company logos.
Mission and Vision
Coca-Cola has aimed to maximize its profit while keeping long-term sustainable growth in the beverage industry. The mission statement of the company states that it aims to refresh the world, inspire the moments of happiness and optimism, and create value and build a difference in the world. The vision of the company is their road map and acts as a guide to every aspect of their business by explaining what ought to be accomplished to achieve sustainable and quality growth around the world. It appears that the vision of Coca-Cola consists of 6 P’s which are people, portfolio, partners, planet, profit, and productivity. The company’s values include integrity, collaboration, accountability, diversity, leadership, passion, and quality (“Mission, Vision & Values”). The winning culture of the company explains its behaviors and attitudes that will make their vision 2020 a reality.
General Structure and Leadership Style
The organizational structure of the company is structured in such a way that it operates smoothly, and the growth of the company is enhanced. The company is composed of fifteen board members who include the CEO of the company James Quincey. The board members are all divided, and each of the board heads several other committees. Currently, the company is now divided into three regional groups, which include ...
2. PARENT BRAND
There are nearly
10,450 from Coca-
cola consumed
everyday including
Diet Coke, Fanta and
Sprite
Only a few people know the secret formula for Coca-Cola.
The concentrate is made centrally, then exported to more
than 900 bottling plants around the world
3. 15 BILLION
DOLLAR
BRANDS
Coca-Cola India, is one of the
country’s leading beverage
companies, offering a range of
healthy, safe, high quality,
refreshing beverage options to
consumers
Has been in the soft drink
industry for over 100 years
4. BRAND EXTENSION
WORLD'S THIRD LARGEST SELLING SOFT DRINK
In 1982 Diet Coke was introduced, now the
world’s top diet drink
Diet Coke, is a sugar-free soft drink produced and
distributed by The Coca-Cola Company.
5. 2555.5 million
dollar Carbonated
soft drink industry
19.6
17.5
13.38.8
8.8
6.1
0.3
19.8
Sprite
Thums Up
Pepsi
Limca
Coco-Cola
Mountain Dew
Diet Coke
Others
Market share of Diet Coke in India
Diet Coke market share: 0.3%
6. How about growth?
0
500
1000
1500
2000
2500
3000
2009 2010 2011 2012 2013 2014
Growth of carbonated soft
drink category in India
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
2009 2010 2011 2012 2013 2014
Growth rate of Diet Coke
12. Sales Promotion
Used to introduce new product, clear out inventories, attract
traffic, and to lift sales temporarily
13. Public Relations
Diet Coke hired Lexis to build on the brand's fashion credentials and
reach a mainstream female audience of 20- to 29-year-olds. It
decided to launch a limited collection that was to be created by
fashion designer Jean Paul Gaultier.
Tattoo Collection
•To build on the appeal
of the brand and
promote Diet Coke's
'lighter approach to
fashion'
•To establish Diet Coke's
fashion credentials
among key influencers
and the target audience
•To generate word of
mouth among media
and influencers.
Objectives
14. Diet Coke is
available in
Super
Markets
Markets Restaurants
Vending
Machine
Food
Courts
Mass marketing strategy
Intensive distribution
Manufacturer
Factory Outlet
Major chain of
supermarkets
Distributor Retailer
PLACE
15. Frame of reference
Competitors
Health
Fitness
Points of parity
Health conscious
Dark colors
No calories
Taste
Points of Difference
Caffeine content
Sugar content
(Diet Coke has less of these
compared to others)
Consideration Set
18. STP
Segmenting
Targeting
Positioning
Consumers
above 15 yrs
Women trying to stay slim,
Health conscious
individuals in the
segmented market
“Zero calorie, real taste
Intended to be positioned as
the “only herbal drink with a
herbal ingredient” to give
diet Coke a edge over the
other products in terms of
health in the minds of
targeted consumers
19. Summary
• Parent Company – Coca Cola
• Brand Extension – Diet Coke
• 4 Ps – Product, Price, Promotion, Place
• Competitors – Consideration Set
• Frame of reference
• Points of Parity & Point of Difference
• Perceptual Map
• STP – Segmentation, Targeting & Positioning
So we discussed…
21. Thank you!
Submitted by,
Norma Mary George
PGP30212
Section B
Under the guidance of
Prof. Sameer Mathur Ph.D. (Carnegie Mellon University)
Marketing Professor (IIM Lucknow)