Story of Coca Cola Zero in India. The slide explains the target group of coke zero, how it is placed among the competitors, brand resonance model, perceptual map of coke zero vs it competitors. It also includes some financial facts about coke zero in India. This slide has been created as a course work of Brand Management course taught by Sameer Mathur at IIM Lucknow. Please feel free to contact for any more information on it.

2. 2

4. World’s Leading Nonalcoholic Beverage
Company

5. Winning the marketplace!

6. Coca Cola Holds Leadership Positions
Across Key Categories

7. … and geographies

8. Coca Cola’s
Sustainability
Initiatives

9. COCA-COLA ON SOCIAL

12. How Coke Zero Became a Hero

13. 25+ Semi - Athletic Male
Those who are a bit aware of calorie consumption
Who want to be the game changer
And… Likes to push the limit and have fun
The Target Group

15. During the Past Two Years, the Topline
Growth has Decelerated for Coca Cola
Industry
deceleration
driven by
emerging
markets

16. Coca-Cola Zero’s key markets:
Brazil (US$864 million rsp)
Argentina (US$131 million)
Other markets recorded sales between S$10 to US$40 million.
This is very alarmingly.

17. Forecast of Carbonates sales in India (in mn litres)
2,555.5
Carbonates sales in 2014 in India: 2555.5 mn litres

18. Market share of Coca Cola in Carbonates
Major competitor is PepsiCo Inc with a market share of
33.8% in 2014

20. Product
To satisfy demands for more choice from today’s globally
networked consumers

22. Price
 Aggressive pricing policy
 Competitive pricing strategies
 Same as the rest of the drinks of that categories
 Psychological pricing  Penetration pricing
 300 ml can for INR 30
 600 ml PET for INR 35
 INR 10 glass bottles

23. Endorsed by Farhan Akhtar
'Great Coke Taste, with Zero sugar'
Promotion

24. The brand made a big splash on the big screen and online!

25. Twitter

26. Coca-Cola New Zealand pioneered the black packaging
Coke Zero is known for!
Coke Zero debuted in the U.S. in white packaging

27. Some of the first bottles of Coke Zero were sold on eBay in
April 2005

28. A giant “drinkable” billboard at the 2015 NCAA
Final Four

29. Click to watch Coca Cola Zero Ad
Featuring Farhan Akhtar

30.  Strong network of over 2.2 million retail outlets; 100 towns
Place
 Bottling plant in various major cities of India
 Own Transportation fleet to support the nooks & corners of India
 Trained retailer, distributor through direct or
indirect training programs
HUB AND SPOKE DISTRIBUTION strategy

31. Positioning
Perfect symbol of the new Indian
Young, global, aspirational and at the same time
classic at the core
(Demographic, Psychographics segmentation)
Same Classic Coke and taste but no sugar added

32. Farhan Akhtar represents the new global Indian, a well
travelled yet rooted individual who is confident of his choices
Company is focused on initiatives that support active, healthy
living
Coca-Cola Zero is aimed at building Coca-Cola’s brand

33. Competitors
 Other diet sparkling drinks and health drinks
 Coca-Cola’s marketing strategy has always been to associate happiness
 Coca Cola Zero helps to add customer based brand equity

34. Brand Resonance Model for Coca Cola

35. Brand Resonance Model for Pepsi

36. Coca Cola Zero sweetened with a blend of low-calorie
sweeteners while Diet Coke is sweetened with aspartame
Pepsi Max contains more caffeine than Coca Cola Zero
Coca Cola and Pepsi: Brand Mantra, POP and POD
The most repeted and relevant words for Coca Cola are :
-Sharing
-Happiness
-Tasty
For Pepsi it was :
-Young
-Celebrities
-Fresh
-Sport
While Juice brands will be considered more healthy
People are gradually moving to health drinks

37. Perceptual Map
Fun
Serious
Verysweet
Notsosweet
By plotting the
perceptual map, we can
see that coca cola zero
has a right balance.
Pepsi max with a right
positioning serves as a
competitor of Coca Cola
Zero

38. Perceptual Map
Strong Caffeine
No Caffeine
Notsosweet
Verysweet
Caffeine vs sugar content

39. Perceptual Map
Low engagement
High engagement
HighBrandAssociation
LowBrandassociation
As an organisation

40. Let’s Recap!
Used innovative brand promotions for Coca Cola Zero
- strong brand recall and brand association
Coca Cola is an established brand name that
people love
Introduced Coca Cola Zero, which
though didn’t help in increasing
the profits directly much, but
increased the brand equity

41. • http://www.coca-colaindia.com/
• http://www.coca-colaindia.com/coke-zero-became-hero-10-facts-know/
• http://assets.coca-colacompany.com/00/d9/fde578f54667aa7633361e030628/deutsche-bank-2015-presentation.pdf
• Euromonitor International: Soft Drinks in 2014: Products, Performance, Prospects
• Coca-Cola’s Coke Zero Faces Challenges in India
• Coca-Cola Co, The in Soft Drinks (World)
• http://www.portal.euromonitor.com/portal/analysis/tab
• http://www.portal.euromonitor.com/portal/statistics/rankcountries
• http://www.coca-colacompany.com/stories/5by20
• http://www.coca-colacompany.com/sustainability/
• http://www.coca-colacompany.com/press-center/image-library/
• https://www.linkedin.com/in/sameermathur
• http://www.coca-colaindia.com/coca-cola-zerotaste-believe/
• http://www.bestmediainfo.com/2014/11/coca-cola-zero-assures-zero-change-in-taste/
• http://www.dailymail.co.uk/indiahome/indianews/article-2762975/Farhan-Akhtar-launches-Coke-Zero-New-Delhi.html
• http://www.thehindu.com/business/Industry/cocacola-brings-zero-to-india/article6427274.ece
• http://elbaz-coca-cola.blogspot.in/2011/11/ch-8-segmenting-and-targeting-markets.html
• https://cokevspepsibm2013.wordpress.com/2013/12/06/coca-cola-and-pepsi-brand-mantra/
• https://cokevspepsibm2013.wordpress.com/2013/12/07/how-pepsi-and-coke-are-perceived-by-consumers/
• http://www.perceptualmaps.com/map-format/

42. Prof. Sameer Mathur
Indian Institute of Management, Lucknow
Marketing Professor: August 2013 – Present
McGill University
Marketing Professor: July 2009 – July 2013
Carnegie Mellon University
Ph.D. in Marketing : August 2003 – June 2009
Poem Kabra
Indian Institute of Management, Lucknow
MBA Student