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INTRODUCTION

Coca-Cola is relaunching Vanilla Coke in INDIA with a new look.

9 years after it was first launched, Vanilla Coke now has updated packaging and will be promoted
via traditional advertising, outdoor media and in-store elements.
"There has been huge consumer demand for the return of Vanilla Coke, so we were really excited
about bringing back the variant to the Coca-Cola family, Its the product that consumers ask us to
reintroduce most frequently, and were excited to be able to do so while marking the 15th
anniversary of flavours. said L.D. Ladhani ,Manging Director of Coca Cola India.
Along with the return of Vanilla Coke, Vanilla Coke Zero makes its official debut, delivering the
unmistakable taste of authentic Vanilla Cokewith zero calories.The Coca-Cola Zero brand has
been embraced by millions of people because it delivers the great taste of Coca-Cola without the
calories, and Vanilla Coke Zero captures the smooth taste of Vanilla Coke in the same way.

WHATS HISTORY!
WAKAO..

&

WHATS NEW!
REWARD YOUR CURIOSITY"

THE PAST FAILURES

Failing to
innovate
compared to
its
competitors.

Generation
gap as Coke
targeted the
youth.

Pepsi Blue,
Media Buzz
Pepsi Vanilla
during the
and Mountain
pre-launching
Dew
of product in appealed to
2005.
the youth
audience.

Pepsi Vanilla
attacked Coke
Vanilla worldwide
with its slogan
The not-sovanilla vanilla
suggesting that
Vanilla Coke is a
vanilla product,
meaning it is
basic or ordinary.

Vanilla Coke
used celebrity
endorsement
whereas Pepsi
Vanilla actually
placed their
product in the
hands of youth
and in an urban
setting in its
ads.

Late
launching in
India
compared to
other
countries
such as
USA,UK etc.

PROBLEM RECOGNITION
The Coca-Cola Company once introduced Vanilla Coke in 2005
in order to response to strong
competitive moves. Due to a limitation in the consumer
following, the company stopped its
Vanilla Coke line in 2007 but never lost hope for this product.
To identify a creative strategy for the
reintroduction of Coca-Cola Vanilla should be an urgent
problem for the company. Coca-Cola
Vanilla certainly needs it to gain a broad following instead of a
hard-core group of consumers.

MARKETING RESEARCH
Industry

Competition

Factors

significance

oligopolistic, mature and saturated


market.

Increasing market share via


new products and current
product line.

More focus on than brands


which is a shift in power from allied
brand to the extensions of the
flagship brands.

The future for product


introductions would likely be
an attempt to build
trademarks with an array of
line extensions.

Stiff competitors in Pepsi


co.,7up,Mountain Dew etc.

Coca-Cola needs an
appropriate creative strategy
to increase its market share.

Struggle with innovative flavours.

Important trend in
competition.

Focus of Pepsi on youth and user


image approach showing its
distinct personality itself.

Need a new approach than


Pepsis ego segment with
user image strategy

Advertising ties of Pepsi with


entertainment industry.

Different marketing strategy


than of Pepsi.

The CocaCola
Company

Factors

Significance

Leading producer and


marketer of soft drinks. It
markets 4 of the worlds top 5
soft drink brands and sells
products in nearly 200
countries.The companys
flagship brand is one of the
most universally identifiable
products.

It is important for Coca-Cola Vanilla


to follow and take advantage of
the Coca-Colas successful brand
image.

Consumer loyalty and can be Launching new flavours must not


credited to listening and cater only be accepted by TA but also by
the problems.
the customers.
Past successful innovations in
Cherry Coke.

Vanilla Coke a vital development


strategy for repeat of the success.

Advertising image of a happy Vanilla Coke should present the


sociable drinker and slogans
same kind of image.
mainly emphasized quality,
the enjoyment, and especially
the anticipation of drinking a
Coke.
Failed marketing via
Bollywood

Right way to market Vanilla Coke

Vanilla
Coke

Factors

Significance

Vanilla Coke is a line extension of


Coca-Cola which is a smoother drink than
classic Coke with a hint of Vanilla. Testing
has shown that public was interested in the
new vanilla flavour.There was a broader
appeal from teens to young adults and
adults.

The new vanilla flavour


should be seen as the
unique selling
proposition for Vanilla
Coke which needs to
highlight in its
advertising.

First introduced in 2004 Vanilla Coke


experienced strong early sales, the
company stopped it in 2007, realizing that
the consumer following was limited to a
hard-core group of consumers. This dynamic
would probably limit the appeal of Vanilla
Coke over the long run.

Needs to target a
broader swath of
consumers rather
than hard-core group.

Not all of the marketing elements worked


well together for Vanilla Coke.The
Advertising did not seem to highlight the
appeal of the vanilla flavour.

The vanilla flavour


should be represented
in an appealing
manner.

Factors

Significance

The Target Audience

Demographics: 18 to 25; males


and females , single; likely to be
college students with broad
economic
Backgrounds.
Product usage: Soft drink users
(including Coke products) not
exclusive to one brand
or flavour.
Psychos: Social; willing to try new
things.

The Coca-Cola Vanilla mainly


targets young adults, people
in their late teens and early
20s rather than a hard-core
group of consumers or
credibly loyal
Coke fans which comprises of
adults also.

Positioning

Coca-Cola Vanilla will adopt a


use/application positioning
approach: Coca-Cola Vanilla is a
smooth soft drink for party times.

All the creative strategy


alternatives have to base on
this use/application
positioning.

Segmentation

Coca-Cola targets the whole


market rather than a particular
segment of the population.But this
does not mean that Coca-Cola
does not have its differentiation
strategy to overcome the whole
market.

Fashionable brand conscious


consumers
Average consumers
Peer pressured consumers

MARKETING MIX
PROMOTION The
Coca Cola company
advertises its
products on
TVs,Internet,
billboards sponsoring
a well known
celebrity,events and
commercials

PRODUCTS - The Coca


Cola Company adds
its logo to the
package, and adds a
certain quality to the
drinks, this brings
satisfaction to the
customers.

PRICE - In local areas,


most corner shops
sell The Coca Cola
Company's drinks at
the same price as
competitor.

PLACE The Coca cola


Company sells its
products to retailers that
deal withbeverages e.g.
corners shops, super
stores, hyper
markets,these business
are usuallyvisited by
customers on a daily
basis.

PRODUCT FEATURES
PACKAGING:
Vanilla Coke was packaged in standard bottles in
accordance with appropriate Coca-Cola
packaging.In mid-2005, the bottles that Vanilla
Coke came in, which had before saidVanilla Coke,
were since changed simply toV SHAPE.
Vanilla coke will be available in 330ml Aluminium
cans ,500ml & 1.5 ltr plastic bottle.
6*330ml multiple packs of can.
8*330ml multiple packs of can.

MARKETING STRATEGY

Providing information to the business media that a new coke product would be available
and having to inform all publics at once a new coke product is available for consumption
were two output objectives for coca-cola.
The key is to drive home the innovative message and its done primarily to make sure the
message was accurate and speculation would not go on beyond facts. The Coca-Cola
response is to impact the objective of increasing awareness that coke is capable of
innovation and continues to do so.
Two way communication between Coca-Cola and its target audiences through sample
tests and product launches, group influences by small campaigning in urban centres,
selective exposure by way of not advertising the product launch and only the informing
the business media instead of all news media.
We are not going to repeat mistakes we did in the past, but also use techniques from
previous campaigns to achieve success for vanilla coke. Rather than trying to go after the

SHARE THE VANILLA MOMENT!

VANILLA COKE ZERO


With the revival ofCoca-Cola Vanilla,a diet version was
needed. We folks tapped into a hot new brand and rolled
out a cream-influenced flavor to the successful Zero
lineup. if you look at the packaging for Coca-Cola Vanilla
Zero, it's really pushing 3 distinct marketing brands:
Coca-Cola the original drink
The Zero line and the diet element it represents
Vanilla flavouring.
The promotion will be supported through point-of-sale
displays and merchandising in approximately 10,000
supermarkets across India In addition,an extensive
marketing campaign, featuring in-theater advertising,outof-home, online activation, point-of-sale advertising and
sampling will support the reintroduction of Vanilla Coke
and launch of Vanilla Coke Zero. The diet variety would
be directed primarily at women.

CONCLUSION
The image of Coca-Cola in consumers
mind is a happy sociable drink.It has
already become a happy part of Indian
life, thus to identify a social approach
could be sensible for Coca-Cola Vanilla.
Besides, given that the major competitor
Pepsi mainly focuses on an ego approach
with user image strategy, concentrating
on the social segment could also make
Coca-Cola Vanilla stand out of its
competitors. We introduced a new
product vanilla coke zero especially for
the diet conscious people. This can be
quite helpful to highlight the appeal of
the happy social occasions to drink CocaCola Vanilla.