2. PARENT BRAND
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
3. 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
Has been in the soft drink
industry for over 100 years
4. 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.
5. 2555.5 million
dollar Carbonated
soft drink industry
19.6
17.5
13.38.8
8.8
6.1
0.3
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%
6. How about growth?
0
500
1000
1500
2000
2500
3000
2009 2010 2011 2012 2013 2014
Growth of carbonated soft
drink category in India
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
2009 2010 2011 2012 2013 2014
Growth rate of Diet Coke
12. Sales Promotion
Used to introduce new product, clear out inventories, attract
traffic, and to lift sales temporarily
13. Public Relations
Diet 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
14. 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
PLACE
15. Frame of reference
Competitors
Health
Fitness
Points of parity
Health conscious
Dark colors
No calories
Taste
Points of Difference
Caffeine content
Sugar content
(Diet Coke has less of these
compared to others)
Consideration Set
18. 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
19. Summary
• Parent Company – Coca Cola
• Brand Extension – Diet Coke
• 4 Ps – Product, Price, Promotion, Place
• Competitors – Consideration Set
• Frame of reference
• Points of Parity & Point of Difference
• Perceptual Map
• STP – Segmentation, Targeting & Positioning
So we discussed…
21. Thank you!
Submitted by,
Norma Mary George
PGP30212
Section B
Under the guidance of
Prof. Sameer Mathur Ph.D. (Carnegie Mellon University)
Marketing Professor (IIM Lucknow)
