Vanilla Coke in India - A


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTA001 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 8 Pages
Period : 2003 - 2004
Pub Date : 2005
Teaching Note : Not Available
Organization : Coca Cola
Industry : Food and Beverage
Countries : India

Abstract:

This is the first of a two-case series. Encouraged by the response of customers in blind tests conducted by the company, and the flavoured drink's popularity in the US, Thailand and Hong Kong, Coca-Cola India has launched Vanilla Coke. Coca-Cola hopes Vanilla Coke will boost sales in India, which had taken a plunge following the pesticide controversy. The Vanilla Coke campaign in India, with a retro-Bollywood theme urges urban teenyboppers and young adults to 'try something new and different', in classic 1970s style. To promote the product, Coke has activated key accounts and initiated various promotional activities. As Vanilla Coke hits the shelves across the country, top Coke officials are confident of its success.

Contents:

  Page No.
Introduction 1
Background 1
Vanilla Coke 2
Vanilla Coke in India 3
The Road Ahead 5
Exhibits 6

Keywords:

Vanilla Coke, Marketing, Advertising, Retro, Blind tests, Brand extension, Pesticide, Targeting, Positioning, Market share, Campaign

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