COCA-COLA INDIA’S FROZEN DESSERT PLAN

HEATS UP COMPETITION CASE ANALYSIS

Overview Coca-Cola India Pvt Ltd is planning to launch
whipped frozen fruit dessert- Minute Maid
Perfect Fruit- an extension of Minute Maid
brand to diversify its product line.

Coca Cola tested the food deserts in

Australia but the Indian market would be
the first to witness its full scale launch. The
company is planning to launch in 10 cities in
stores having high footfall of target
population.
SWOT Analysis

Strength Weakness
Strong Brand Equity

Strong distribution network

Geographical disadvantage as compared to other
existing brands.
Good steady leadership

High product quality & Safety standards (KORE)

Affordability

Good market penetration including rural areas

Building a new supply chain can be expensive.
Strong market connection & Effective promotion
strategy

Excellent storage facilities

Opportunities Threat
Favourable climatic conditions

Growing market of ICFD Existing competitors in ICFD market.

Modernization of production facilities like cold

storage

Due to rise in dairy costs, opportunity for frozen

market was created.

Change in consumer preference towards quality,

price, delivery, service and higher end products. Indians’ have preference for Indian brands.

Flexibility to adapt to fast changing needs of

Indian market.
 Political Economical Social Technology
• The local • The forecasted • Health and • Use modern
government growth rate of safety attitude technology for
plays an the ICFD towards the production and
integral role in industry. product and supply chain.
setting the the changing
business demographics.
environment.
 Penetrating in rural market will be difficult as
Issues compared to urban market due to lack of
product adaptability.

Assessing target audience.

Limited range of product flavours.

Capturing the market share from the existing

competitors.
 They can use the existing distribution network.
Way
Forward Health conscious individuals for promoting the product. Offline (celebrities) and
online (Social Media Influencers).

Make the product available through online channels like BigBasket.

Segregate the Target Audience for Ice cream and Yoghurt.

Ice cream- all segments of population since we intend to be affordable.

Yoghurt- health conscious urban class.

As disposable income is increasing, climate is favourable and market for ICFD is

growing, these factors combined suggest that timing is right to enter the market.
Thank You!