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.
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Case Details:
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Price: |
| Case Code |
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MKTA001 |
For delivery in electronic format: Rs.
300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes- |
| Case Length |
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8 Pages |
| Period |
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2003 - 2004 |
| Pub Date |
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2005 |
| Teaching Note |
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Not Available |
| Organization |
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Coca Cola |
| Industry |
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Food and Beverage |
| Countries |
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India |
Abstract:
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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.
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Contents:
Keywords:
Vanilla Coke, Marketing, Advertising, Retro, Blind tests,
Brand extension, Pesticide, Targeting, Positioning, Market share, Campaign
Vanilla Coke in India - A
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