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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"
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
Coca-Cola needs an
appropriate creative strategy
to increase its market share.
Important trend in
competition.
The CocaCola
Company
Factors
Significance
Vanilla
Coke
Factors
Significance
Needs to target a
broader swath of
consumers rather
than hard-core group.
Factors
Significance
Positioning
Segmentation
MARKETING MIX
PROMOTION The
Coca Cola company
advertises its
products on
TVs,Internet,
billboards sponsoring
a well known
celebrity,events and
commercials
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
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.