Transcript
Submitted by,Norma Mary GeorgePGP30212Section B
PARENT BRANDBEST KNOWN DRINK IN THE WORLD
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
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
4TH MOST VALUABLE BRAND IN THE WORLD
Has been in the soft drink industry for over 100 years
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.
2555.5 million dollar Carbonated soft drink industry
19.6
17.5
13.38.8
8.8
6.10.3
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%
How about growth?
2009 2010 2011 2012 2013 20140
500
1000
1500
2000
2500
3000
Growth of carbonated soft drink category in India
2009 2010 2011 2012 2013 20140
0.05
0.1
0.15
0.2
0.25
0.3
0.35 Growth rate of Diet Coke
Product Variety
Product Variety
PET
350ml
500ml
600ml
CAN330ml
300ml
Quality (Nutrients) – Typical values per 100 ml
Energy 0.2kcal
Carbohydrate 0g
Sugar 0gProtein 0gFat 0g
Added Flavors
Carbonated Water, Acidity Regulator (338), Sweeteners
(951,950)
Permitted Natural Color (150 d)
Product Features
Highly competitive pricing
Discounts!
Offers!!
Can:300 ml – Rs.35 Sold @Rs.33 in Bigbasket.com300 ml 3 cans –
Rs.90 from Coke2Home.com
Advertising 2015 Diet Coke Ad campaign: Regret Nothing
Encourage women to create positive experiences daily
and act impulsively
Direct MarketingTelevision
billboard
Billboards
Mobile Marketing
Sales PromotionUsed to introduce new product, clear out inventories, attract
traffic, and to lift sales temporarily
Public RelationsDiet 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
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
Frame of reference
Consideration set
HealthFitness
Points of parityHealth conscious
No sugarDark colorsNo calories
Points of DifferencePromotions (Crucial point of difference)
Advertisements
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
Reference• www.coca-colaindia.com• www.dietcoke.com• Euromoniter (GMID)
Thank you!
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