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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This launch is a continuation of our endeavour to offer new products to our consumers. Our consumers have always enjoyed Coca-Cola and we are confident that Vanilla Coke will provide a new and enjoyable experience to consumers.

- Sanjiv Gupta, president & CEO, Coca-Cola India.¹

Introduction

In April 2004, Coca-Cola India, a wholly owned subsidiary of Coca Cola Company (Coca Cola or Coke) launched Vanilla Coke, the company's first flavor extension in India. Launched with much fanfare, Vanilla Coke was expected to boost Coca Cola's sales in India, which had taken a plunge following the pesticide contamination controversy in 2003.

Background

Coca-Cola Ltd.
In 2004, Coca-Cola or Coke was the largest aerated beverage manufacturer in the world. Based in Atlanta, Coca-Cola recorded sales of $21 billion and profits of $4 billion in 2003. Its subsidiaries operated in about 200 countries.

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1] 'Coca cola launches Vanilla Coke', www.domain-b.com , April 8, 2004.

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