Coke is available in all outlets, supermarkets, stores while Pepsi is available in mini supermarkets foodworks.
Get Full Essay Get access to this section to get all help you need with your essay and educational issues. In addition in course of exploring new horizons, product range widening and brand extension in India, Coca-Cola has re-entered the Rs crore branded powdered ready-to-drink market.
The objective is to eat into the market share of the category leader Rasna. Before the launch, Coca Cola intends to conduct market testing of the product before getting into pan-India launch. The fact is, India is the only market where the company is entering into the concentrate category under the brand Fanta.
Also it is the only fifth market where a powdered offering of any of its brands is being made available. Through such launches Coca-Cola India intends to target the consumer segment at the bottom of the socio-economic pyramid and accordingly the above mentioned price point of Rs 5 is fixed.
The company intends to enter the market by coming up with market offerings which include three variants of Minute Maid juices namely, orange, apple and grape. The current fruit-based juice brands, the mango juice-based drink Maaza and Minute Maid are not pure juices. Also this launch in addition to recently launched Minute Maid Nimbu Fresh and Pulpy Orange is intended to ensure strong presence and competitive advantage in the high potential health segment.
And key to this is managing distribution well. Also at the start as par of their strategy, Coca-Cola Company is targeting other such organized retailers.
The products are priced at Rs. In Indian the Rs. The ml PET pack is priced at Rs. The company claims the Minute Maid Nimbu Fresh, is made out of fresh lemon juice concentrate.
Initial reports seem to suggest that Nimboo Fresh from Coca Cola has failed to succeed in the market due to its taste. The lime drink is one in the beverage segment where in the customers would not be willing to spend around Rs for ml of the drink, and even if they do they would want it to taste good and quench their thirst which the current lime drinks brands have failed to do.
Sales of the the lime brand has not been encouraging for Coca Cola. Turns out that the retailers were not willing to buy or even accept Nimbu Fresh as a trade incentive as the product was not moving and it was just taking space in their refrigerators. Learning from this debacle, Coca Cola has realized the potential of large number of small buyers.
In the process they have introduced the new ml variant of Nimbu Fresh at Rs 5 targeting the semi-urban, semi-rural, students, citizens in lower income and the rural crowd which is actually a very huge market in a country like India. So, if the strategy succeeds the product will do well and the sales should pick up within no time is what the company surmises.
The product is available in ml tetra slim pack and reasonably priced at Rs During the re-entry of Coca-Cola init had acquired soft drink brands like Thums up, Goldspot, Limca, Maaza, Bisleri soda from its creator Parle.
More essays like this:Coca Cola has too many brands to be evaluated in the most accurate manner, hence in this product life cycle, the top and most well-known brands shall be considered which can potentially as well generate a significant turnover for Coca Cola.
The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups and one of the most highly recognized soft drink brands in the world.(1) The company is best known for its flagship product Coca-Cola, invented in by pharmacist John S.
Pemberton. Product Management ‘Coca-Cola’ ‘Exploring a product, product line or product portfolio, in relation to a chosen company and the positioning of the product in relation to market share, value and product lifecycle stage, considering tools and techniques that the company has or should employ to strengthen their market position.’.
The research study was conducted to learn the localization strategy of global beverage company Coca Cola in terms of two of its marketing mix variables, namely, the product portfolio on offer and the distribution process. Product Portfolio of Coca Cola Essay Sample. Coca-Cola India offers a comprehensive range of beverages.
They include Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Georgia, Georgia Gold, Kinley, Kinley Club Soda and benjaminpohle.com of the recent product .
This report will demonstrate thoroughly how the coca cola company sustains competitive effects by its product after the analysis of market segmentation differentiation.
Besides target market and behaviour of the customer will be revealed on foundation of secondary and primary data.