Vanilla Coke in India - A
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Case Details:
Case Code : MKTA001
Case Length : 8 Pages
Period : 2003 - 2004
Pub Date : 2005
Teaching Note :Not Available
Organization : Coca Cola
Industry : Food and Beverage
Countries : India
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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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Excerpts
Vanilla Coke
Globally, Vanilla Coke was Coca Cola's fourth extension (introduced in the US in May 2002) following the Diet Coke (1982), Cherry Coke (1985) and Diet Coke with lemon (2001). The launch of Vanilla Coke coincided with the company's 116th birth anniversary.
It was also the first new flavour extension of Coca-Cola Classic brand in the US in16 years. Reminiscent of drinks from 1950s soda fountains, Vanilla Coke promised
'the same true taste of Coca-Cola Classic with a hint of vanilla flavour'...
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Vanilla Coke in India
Vanilla Coke was the first flavoured variant of Coke to be launched by Coca Cola's subsidiary in India. In 2001, the company had launched Fanta watermelon, a variant of Fanta orange
- but withdrew it within six months. A few months later, in July 2001, it launched another variant, Fanta green apple
- and took it off the shelves within four months...
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The Road Ahead
As Vanilla Coke hit the shelves across the country, senior company managers in India wondered if it would lift their sagging sales. They had done their homework well. Would the success in the US and Hong Kong be repeated in India?
Exhibits
Exhibit 1: Vanilla Coke Campaign
Exhibit 2: Vanilla Coke
Exhibit 3: Coke Campaign in the US
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