Vanilla Coke in India - B


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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 : MKTA002 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 4 Pages
Period : 2003 - 2004
Pub Date : 2005
Teaching Note : Not Available
Organization : Coca Cola
Industry : Food and Beverage
Countries : India

Abstract:

This is the second of a two-case series Sales of Vanilla Coke, Coke's first flavour extension to arrest the company's falling market share in the wake of the pesticide controversy have not taken off.

Though the television commercial and outdoor promotions have generated hype and awareness for the brand, consumers have found the campaign irrelevant to the product.

They are not liking the taste of Vanilla Coke either. Retailers have also reported a slow product offtake.

Contents:

  Page No.
Introduction 1
Consumer Response 1
Conclusion 2
Exhibits 3

Keywords:

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

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