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Bm assignment pgp30212_sec b
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.
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Bm assignment pgp30212_sec b
- 1.
- 2. PARENT BRAND There arenearly 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 THIRDLARGEST 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 softdrink 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 20092010 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
- 8. Product Variety PET 350ml 500ml 600ml CAN 330ml 300ml Quality (Nutrients) –Typical values per 100 ml Energy 0.2kcal Carbohydrate 0g Sugar 0g Protein 0g Fat 0g Added Flavors Carbonated Water, Acidity Regulator (338), Sweeteners (951,950) Permitted Natural Color (150 d) PRODUCT
- 9. Highly competitive pricing Discounts! Can:300 ml– Rs.35 Sold @Rs.33 in Bigbasket.com300 ml 3 cans – Rs.90 from Coke2Home.com
- 10. Advertising 2015 DietCoke Ad campaign: Regret Nothing Encourage women to create positive experiences daily and act impulsively
- 11.
- 12. Sales Promotion Used tointroduce new product, clear out inventories, attract traffic, and to lift sales temporarily
- 13. Public Relations Diet Cokehired 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 availablein 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 Pointsof 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
- 16. Perceptual Map No Caffeine NoSugar Diet Coke Coke Zero Pepsi Max PepsiCoke Fanta Sprite Strong Caffeine High Sugar
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- 18. STP Segmenting Targeting Positioning Consumers above 15 yrs Womentrying 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…
- 20. Reference • www.coca-colaindia.com • AnnualReport • www.dietcoke.com • Euromoniter (GMID) • https://books.google.co.in
- 21. Thank you! Submitted by, NormaMary George PGP30212 Section B Under the guidance of Prof. Sameer Mathur Ph.D. (Carnegie Mellon University) Marketing Professor (IIM Lucknow)