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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

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