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!