PRESENTED TO: PROF. S.

SENGUPTA

PRESENTED BY: Hriday Prasad Subhadip Saha Kamlesh Rathore

THE LAUNCHING OF 200 ml COKE UNHAPPY PAST

.PROMISING FUTURE

HISTORY OF CHOTA COKE

Coke was favorite all over, consumption was quite high as compare to other brands
On April 23, 1985, Coca-Cola launched a sweeter version of the soft drink named 'New Coke,' withdrawing its traditional 99 years old formula. Initial market response to New Coke was satisfactory but soon people started criticizing Coca-Cola's decision to change its formula.

CONTD..
Customers realized that the taste of New Coke was similar to that of Pepsi. Too poor compared to the taste of the original Coke. Coca-Cola lost customer goodwill. consumer protests again New Coke By 1986, New Coke had a market share of less than 3% due to decline in sales

In 1980s, chota coke was launched and it was a failure

CAUSES OF FAILURE
CHANGE IN TASTE
UNIDENTIFIED TARGET MARKET IMPROPER DISTRIBUTION

INEFFECTIVE ADVERTISING

Chota coke was relaunched in 2001 and became a success.

REASONS FOR SUCCESS

DEFINED TARGET MARKET LOW PRICE- JUST Rs 5 EASY AVAILABILITY

PROPER DISTRIBUTION
EFFECTIVE ADVERTISING

EFFECTIVE MARKETING
ATTRACTIVE TAGLINES

CELEBRITY ENDORSEMENTS
ATTRACTIVE PACKAGING DIFFERENT CAMPAIGNING STARTEGIES

COKE ADVERTISING TOWARDS TEEN AGERS

WILL 200ml COKE BE A FAD?

NO, 200 ml COKE WILL NOT BE A FAD REASONS LOW PRICE BRAND NAME EFFECTIVE MARKETING SAME TASTE EASY AVAILABILITY

OPPORTUNITIES FOR 200 ml COKE

Due to low price, teenagers will be the primary target. Easy availability Satisfaction with coke will make consumers to try other products too Launching products in other markets beside metros Increase in consumers base will make it a reliable brand

THREATS FOR 200 ml COKE

Changing preference of teenager market
Competitors Various choices for consumer

Pesticides issue
Issues like water shortage

COKE FAILURES USED IN OTHERS COMPANIES ADVERTISEMENT

A THREAT- ANTI-COKE CAMPAIGNS

SUGGESTIONS FOR COCA COLA

PROPER DISTRIBUTION
LOW PRICE ATTRACTIVE DESIGNS & ADVERTISEMENT

EASY AVAILABILITY
PROPER MARKET RESEARCH

Contd.
launching products with new packaging selling of coke in restaurants as a primary drink
focus on both primary & secondary market

THANK YOU