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So what kind of streams they consider in American and Indian market? As a Consultant for Coke CEO, how would you design complete business model. Here you need to consider few attributes in case solution as :
Competitive analysis in those new streams Forecasting from 2013-2020 in Brand and Line extension products Market share, Revenue, and profit after 2020 Mode of entry in brand extension Are they going for same products in both American & Indian markets, if they are different why? Pricing for new branded and line extension products Add few more few more points, if you want
Didn’t have time to look up your soln, just glanced. The’re asking for a business model. Here’s what I’d do. Start by differentiating b/w line extension and brand extension(understand the difference) and why at all the company needs any of them needed.<sales targets, new customer base, mkt penetration etc.>
1. Download the companys annual report. Start by drawing a swot and porters 5 factor model for coca cola. Typically I look at financials to mark traditional areas of strengths for coke. But, since youre short on time just apply the models(web) <point distribution channels and brand equity as major strengths> 2. Do a competitor profiling on the following points: Use capital line website to get comparative industry data on various ratios(P/E, EPS, Asset turnover: these 3 would be enough). This will give an idea of the competitiveness of the industry. Market share; Product portfolio; Draw a matrix:Region wise/product wise-strength of competitors<based on your perception+ data if available, identify gap in product, region matrix. That is, identify what product to launch in what market 3. Forecasting is a difficult exercise. Clearly state the assumptions and try to project revenues and COGS and make a rough income statement for the stated period.(lookup income statement is annual report) . This exercise will also give you the 2020 revenues, profits and rel. mkt share.
Now come to marketing. 4. Write about customer preferences and buying behavior in the 2 markets(anything): Points of difference & points of similarity. The typical marketing model is : segmenting>targeting>positioning. If you have time focus on these, else skip. Write under heads of : Product, place, promotion and price
co. target. Pls write to me in case you have any issue.thecoca-colacompany. 6. For pricing there are 3 strategies: cost+.com/doc/35643269/Juice-market-analysis-Tropicana-Competition v v imp . Write any bullshit on promotions 7.html v imp http://www.html http://www.5. Thanks Sudhanshu 9991589115 http://businesscasestudies. Place means distribution channels< say we’ll leverage the strength of the existing channels> Finally Risks+challenges: Think any damn thing and pen it! I hope it’ll help you.uk/coca-cola-great-britain/using-market-research-to-develop-a-productrange/developing-the-range.com/brands/brandlist. market oriented. I guess you have most of the data. <use market oriented and price accordingly. organize all of it properly.scribd.
probiotic juice Present Fruit beverage market size is 2000 crore INR (slideshare) Expected to grow at 25% annually. which is forecasted to growth at a CAGR of around 30% Expected size (2020) market of Fruit beverages 16000 crore. . with packaged fruit industry to grow a little better The segment level analysis shows that the highest growth will be seen in the fruit/vegetable packaged juice market.60% market share Tropicana juice: 20% Parle agro:10% Rest:10% Dabur comes in two variant: nectar and Active Dabur has the first mover advantage Tropicana catching up fast Minute Maid: Only two products: Pulpy orange and Nimbu Paani Forecasting 2012 to 2020: Brand of minute maid can be further expanded to other segments like pulp in the initial stage then can come energy drink and further can come normal low sugar juice.Line extension: Product: Untapped market of Minute maid: Packaged juice with variant as (a) energy drink (b) non-nectar juice Competitive analysis: Dabur Real juice.
Traditional method: Advertisement and all. taking into a famous celebrity and making the product much more marketable (Bipasha in Real active) .6 crore Mode of entry in brand extension: Finding the trade centers in India where the brand can be sold stores of Spencer. The colleges and hospitals canteen . railway and bus stands across India can be targeted as they would have many consumers Hands on experience: Free samples for taste at important rush locations.100 Slaes Urban worth 10000 in a year ( each shop) net sale 12 crores Rural 2000 in a year( each shop) net sale 14 crore 10 percent margin on products: net profit in the first year: 2. revenue and profit after 2020: Presently. Tetra pack Rs. Big bazaar.Market share. and all Targeting the rural sector too (33 percent) Targeting them by providing them with free storage devices and contract to sell Coca Cola products. Can be given as free with Coca Cola pet bottles. Minute Maid: Only two products: Pulpy orange and Nimbu Paani ( less than 5% share) Revenue : Initial investment of 40 crore and subsequent input so that the product chain has a healthy growth of 40% Market share in 2020: 560 crores There after after deducting the maintainenece and other costs Alternate profit calculation: Indian population 1 billion (1000000000) Cities: one shop in every 2500 people(30 percent of population) Villages: one shop in every 10000 people (70 perccent of population) Pricing: 200ml pack Rs 20 . Targeting the institutes in India the colleges and clubs .
Product in US: Juices by Minute maid brand but they would be probiotic Reason being the juice and beverage market is already saturated in US. so going for Probiotic.So products containing these healthy bacteria are designed which provide multiple enefits to the consumers. Lactic acid bacteria (LAB) and bifidobacteria are the most common types..100 Threats: Pirated products Cheap variant of juices . Tetra pack Rs. Pricing: 200ml pack Rs 20 . According to the currently adopted definition by FAO/WHO. they want a healthy product with similar taste. probiotics are: "Live microorganisms which when administered in adequate amounts confer a health benefit on the host".
) . Coca-cola can start up a plant In India Can buy milk from Amul and other sources ( Saras dairy etc.Berrylite Coca-cola: New to the field Forecasting in Brand Extension Products: Frozen yogurt market aroung 280-300 crore Nascent stage and expected to grow around 35 to 40% per year (Business Today) In 7 years it would be around 3000 crore which would than be a huge investment field Amul to invest Rs 3000 crore in the dairy industry over the coming 5 years to increase its milk handling capacity. fast growth) Amul Flaavyo (40% of the maket share for dairy products) Yogurberry (Korean) kiwi Kiss(Canadian) Red Mango(US) Pink Berry(US) Singapore.Branch Extension: Entry of Coca-Cola into Frozen yogurt industry Competitive analysis: Coco Berry ( 30% mrket share.
10 percent margin Mode of entry in brand extension The brand can enter with the support of the already established Coca cola brand Can be given as complementary or free with Coca Cola pet bottles. Flaavyo as its brand name Coco berry is already capturing the market fast with slashing its rates by 40 percent and now is available at starting prices of Rs 30. It has 30 to 40 percent of the market share Coca cola is expected to start its prices from 30 Rs as Cocoberry has already done it.Coca Cola needs to grow at the rate and investment would bear profit Market share. Available at retail stores and all the rural areas by providing them free storage facilities in return of selling their products Targeting the railway stations Bus stands hospitals colleges and cultural and national events US Brand extension: We are panning to launch the same prduct that is frozen yogurt in the US market Reason: the market is vibrant and Coca Cola has yet to venture into this field. All the available Coca Cola selling stores and all the retail chain to have the stock for Yogurt also. Us people are getting more and more health and ygurt is already a healthy substitute for Icecreams. and profit after 2020 Coca Cola at present has no market share in this domain Amul has 40 percent. like the juices. Pricing of the product: . Revenue.
.Coca cola is expected to start its prices from 30 Rs as Cocoberry has already done it. 10 percent profit margin.
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