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.
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Case Details:
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Price: |
| Case Code |
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MKTA002 |
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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4 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 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.
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Contents:
Keywords:
Vanilla Coke, Marketing, Advertising, Retro, Blind tests, Brand extension, Brand launch, Pesticide controversy, Targeting, Positioning, Market share, Campaign
Vanilla Coke in India - B
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