RE-LAUNCHING OF DIET COKE

BY: AJAY. KRAKESH. JDIASON. GRUMA. DMITHUN. J

INTRODUCTIONCoca-Cola is the most popular and biggest-

selling soft drink in history, as well as the best-known product in the world

Created in Atlanta, Georgia by Dr. John S. Pemberton on May 8, 1886

The world's leading manufacturer, marketer & distributor of non-alcoholic beverage concentrates and syrups

Operating in more than 200 countries & producing nearly 400 brands

COCA-COLA IN INDIA

It came to India in 1993

• In 2009, Coca-Cola sold 7 billion packs of

its brands to more than 230 million

consumers across 4,700 towns and

175,000 villages.

• Has already invested nearly US$ 1 billion

in India.

• Has 45 distribution centers all over the

India.

Coca Cola 60%

Pepsi30% Others

10%

INDIAN MARKET SHARE

THE OTHER SIDE OF COKE

• There are 27 different

varieties of coke made

by Coca-Cola.

• Approximately 10,450

Coca-Cola brand drinks

are consumed around

the world each second of

every day

• Some of the other brands

under the Coca-Cola

Company are:

– Sprite

– Fanta

– Thums up

– Kinley drinking water

– Limca

– Diet coke

DIET COKE• Diet Coke is a sugar-free soft drink and low calorie drink of the

coca cola family

• It was introduced in the United States in 1982.

• In1983 coca cola introduced the caffeine free variant of diet

coke.

• 1986 to 2007 diet coke was introduced in different flavors like

lime, vanilla, cherry etc

• Diet coke introduced in 1993 in India

WHY DIET COKE FAIL???

• Product features (i.e, Taste).

• Weak Promotion.

• Positioning.

WHY DIET COKE FAIL???

• The most commonly distributed version of Diet Coke

relies on ‘ASPARTAME’ as a sweetener.

• This ingredient is blamed to cause serious illness

such as cancer, brain tumor, bladder cancer n

others.

• It was causing bad breath.

• It lacked the strong flavor of cola drink especially the

sweetness.

STRATEGIES TO OVERCOME

• ASPARTAME replaced by “STEVIA” leaf as a sweetener

avoiding all the health issues.

• Stevia is 100% natural

• Stevia's taste has a slower onset and longer duration than

that of sugar, thus adding totally new taste to the drink.

• More aggressive promotion strategies

• To be position as an add-on to coca cola for health

conscious people

∙ Zero Calories, 300 Times Sweeter Than Cane Sugar

∙ Helps In High Bp Condition, In Weight Loss, Tooth Decay, Reduces Nicotine And Alcohol Carvings

• Stevia is called as “sweetener of future”

‘ STEVIA’

STP ANALYSIS

SEGMENTATION

• The market segment for the product will be

consumers above the age group of 15 yrs.

• This section of the market are the potential

buyers and consumers of the product.

TARGETING

The target market for diet coke would

be the health conscious individuals

and youth in the segmented market.

Most of the marketing efforts are to

be focused on the target market.

• The product is intended to be positioned as

‘the only cola drink with a herbal ingredient’

• As ‘the cola drink which is not totally artificial’

• This is intended to give diet coke an edge

over other cola drinks in terms of health in

the minds of the targeted consumers.

POSITIONING

CONSUMER PERCEPTION CHANGE…

•ATTITUDE- TOWARDS- THE AD MODEL.

•CLASSICAL CONDITIONING THEORY• REPETITIONS.

BRAND AMBASSADOR

MARKETING MIX

PRODUCT

• Product is diet coke

• Available in different

size

• Sizes vary from 240 ml

to 2 Ltr , shown in

cans and glass and

plastic bottles.

PRICE • The price of the drink will be the same as the rest

of the drinks of that categories.

• Competitive pricing strategies

Example :

• Regular 250 ml Rs 15/- & Rs 10/-

• Family Pack 1 ltr Rs 40/-

1.5 ltr Rs 55/-

• Jumbo Pack 2 ltr Rs 70/-

PLACE

• It will be available every where as we

are following the mass marketing

strategy.

• Intensive distribution marketing

strategies

PROMOTION• FIFA world cup

• Common wealth games

Advertising on:

• Television

• News paper

• Magazines

• Health club, fitness n slimming centre.

• Tie up with sports club

ADVERTISING Television is widely seen network therefore Diet coke· Advertisement campaign on TV.

Diet coke advertising on leading magazines like business world, India today, film fare,Health, n so on

Coca cola is very much conscious about their billboards and hoardings. They have so many sites in different locations for

their billboards.

http://healthandsurvival.files.wordpress.com/2008/01/dietcoke.jpg

Coke Studio- Coke Studio will be a musical program sponsored by coca cola and

telecasted on popular channels in INDIA

OTHERS

• Eye Catching Position

• UTC(under the crown) Scheme

• POS(point of sale) Material

• Radio

• Internet

CSR

FUTURE PLANS

THANK YOUOpen for queries?

• THANK YOU