Trying to Find Some

Group 2
Homes for New Diet
Colas Parvesh Dabur
Jason D’ Cruz
Piyush Dhawan
9 Nov , 2010 Ali Erhan Ersoy
Initial Problems
Sales
•Flat sales in the soft drink market
•
•Lack of growth a worrying factor
•
•Stock Price of Coca Cola taking a beating

N e e d to id e n tify n e w ta rg e t m a rke ts
Initial Problems
Attitudes
•Customers influenced by latest fads
•
•New wave of a healthy trend
•
•Contrary to the positioning of the traditional soft drink market
Initial Problems
Competition
•Crowded soft drink market
•
•Plethora of options available – traditional and health segments
•
•War with traditional rivals Pepsi
The Way Out?
Product
Diet Drinks to appeal to the health conscious

•
•
•
 Problem
Cannibalization of sales of the companies ’ existing beverages

•
•
•
vs
Price
Priced similar to the regular drinks

•
•
•
Problem
Customer fails to understand the differences

•
•
•
 Promotion
Confusing Ad - Campaigns

•
alled • diet …ahemI meanhealthy
cokeIthaszero
. calories ..
•

Marketer Customer
Other Problems
Endless variants in both diet and regular versions .

• What is the difference?

• Coke zero – real coke taste, what about Diet
Coke?
Other Problems
Bad Positioning creates problems for existing market

•
• If diet is healthy, what
about regular cola?
•
Other Problems
Launch of middle ground drinks serving no target segment

• No man’s land
drinks
• Mid-calorie
drink
• Sweeter
version

A little bit of this and a little bit of that….

 Solutions
Clarity
•Clearly explain the benefits of the product -Effective marketing communication
•
•Identification of different target segments for different products
•Prevention of cannibalisation
•
•Communication of Differentiating features , Value Addition
….through Ad campaigns

Know thy enemy !

 Solutions
Mass Customisation
•One size fits all..
•Cater to multiple segments with a single product
•
•Elimination of variants which have no differential meaning to the customer
 Solutions
Clear Positioning
•Take a concrete stand on the product
•
•Diet and Regular – Removal of C2 and EDGE which are in no man’s land
 The
End
Th an k
You