pgp30379 diet coke

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Diet Coke Brand Extension Analysis Shahbaz|PGP30379|Section A|[email protected]|+91-9910791305

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Page 1: pgp30379 diet coke

Diet CokeBrand Extension Analysis

Shahbaz|PGP30379|Section A|[email protected]|+91-9910791305

Page 2: pgp30379 diet coke

SOFT DRINKS INDUSTRY

Volume Global

Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

2011 2012 2013 2014 2015420440460480500520540560

Total Vol. Sold (In Bil-lion Litres)

Vol.

in b

illio

n lit

res

CAGR 7.8%

India Vietnam Cameroon Nigeria Georgia05

101520253035404550

CAG

R Vo

l. 20

11-1

5

Fastest Growing Markets

Source: GMID

Page 3: pgp30379 diet coke

SOFT DRINK CATEGORY METRICS: USA

Volume USA

2011201220132014201579

79.580

80.581

81.582

82.583

83.584

Total Vol. Sold (In Bil-lion Litres)

Vol.

in b

illio

n lit

res

CAGR 1.6%

2011 2012 2013 2014 201519.619.8

2020.220.420.620.8

2121.2

Value (Bilion Dollars)

Valu

e. in

bill

ion

dolla

rs

CAGR 2.27%

Value USA

Source: GMID

Page 4: pgp30379 diet coke

SOFT DRINK CATEGORY METRICS: USA

23%

20%

9%1%

48%

Manufacturer Revenue Share 2014

Coca ColaPepsiCoNestle SADr PepperOthers

6% 4%4%

4%3%3%

76%

Brand Revenue Share 2014

Coca Cola

Gatorade

Pepsi

Nestle Pure Life

Mountain Dew

Diet Coke

Rest

Source: GMID

Page 5: pgp30379 diet coke

The COCA COLA Co.

Total Revenue 2014

46 Billion

2009 2010 2011 2012 2013 20142122232425

Revenue Share in %

Reve

nue

Shar

e in

%

COCA COLA BRANDS

2009 2010 2011 2012 2013 20140246

Diet CokeRevenue Share in %

Reve

nue

Shar

e in

%

Source: Coca Cola Website

Source: GMID

Page 6: pgp30379 diet coke

TIMELINE

1886 1892 1912 1915 1919

COCA COLA CREATED

COCA COLA INCORPORATED

Expands into Asia

Iconic Contour Bottle

Launched

Expands to Europe

Source: Coca Cola Website

Page 7: pgp30379 diet coke

TIMELINE

1938 1945 1955 1982 2011

125 Year Celebrations

Diet Coke: 1st Brand

Extension

Fanta: 1st new product by Coca Cola

“Coke” Registered as a

trademark

Enters Australia & Africa

Source: Coca Cola Website

Page 8: pgp30379 diet coke

PRODUCTAlso known as Coca-Cola light in some markets |

Mainly Can 330 ML SKU

Sugar and calorie-free soft drink|Same taste as Coca Cola

4 Variants of Diet Coke

Legacy of Coca-Cola signified by the pop culture term “Coke” for Coca Cola

Use of the term Diet to emphasize zero calories

Site as a product’s extension: Engages with consumers

www.dietcoke.com|www.coca-colaproductfacts.com

Page 9: pgp30379 diet coke

PLACESold in over 150 countries

Intensive Distribution

Manufacture, sells syrups,

concenterates| Marketing

VENDORSTouch base with

the consumer

BOTTLERSManufacture, package and merchandise

CONSUMERSatisfied

http://www.coca-colacompany.com/brands/product-descriptions#diet-coke|http://www.coca-colacompany.com/our-company/the-coca-cola-system

Page 10: pgp30379 diet coke

PROMOTIONSMany channels | Heavy media spending

TV/Online Media Print

Guerilla Marketing Campaigns Out-of-Home promotions

Page 11: pgp30379 diet coke

PRICINGBrand $ per litre Value Share in

% Vol Share in %

Dr Pepper 1.40 7.40 6.00

Coca-Cola Zero 1.22 2.80 2.60

Fanta 1.20 1.90 1.80

Sprite 1.18 5.30 5.10

Coca-Cola 1.16 14.70 14.40

Mountain Dew 1.15 8.10 8.00

Shasta 1.13 2.50 2.50

Diet Coke 1.12 7.80 7.90

Diet Dr Pepper 1.08 1.90 2.00

Diet Mountain Dew 1.02 2.80 3.10

Diet Pepsi 1.02 4.50 5.00

Pepsi 0.97 9.30 10.90

Source: GMID

Page 12: pgp30379 diet coke

Competitive frame of reference

Carbonated Drinks Category

MAJOR COMPETITORS BY VALUE SHARE OF THE USA MARKET

STRENGTHVery High Brand Equity

Wide Distribution NetworkMarketing

WEAKNESSPerception of a feminine drink

Not high on innovationHealth Aspects of cola

consumption on bones etc.

OPPORTUNITIESIncrease in health awareness

among peopleGeographical expansion

Falling Oil prices= smaller distribution cost

THREATSCoke-Zero

Stagnating core market (USA)Increasing zero calorie

carbonated drinks

SWOT ANALYSIS

Page 13: pgp30379 diet coke

TARGET CONSUMER20-40 Yr old Health Conscious

Aspirational Impulsive

Page 14: pgp30379 diet coke

SEGMENTATIONMulti Segmentation Strategy

POPULATIONADULTS20-40years

HealthConscious+ Impulsive+

Aspirational

Demographic(20-40) + Behavioural (Health Conscious) + Attitude (Impulsive+ Aspirational)

Diet Coke- Economy Class Adhttps://www.youtube.com/watch?v=B8--HRraGck

Page 15: pgp30379 diet coke

POP & PODPOP

Carbonated DrinkLow Sugar

Moderate Caffeine

POD*Brand Equity

*Classic Coca Cola Taste(Slogan: Just for the taste of it)

Packaging

Via: www.perceptualmaps.com

Positioning: For aspirational adults, Diet

Coke is the smart solution that helps keep them at the

top of their game.

Communicated via: Commercials