Product Portfolio of Coca Cola

1148 WordsFeb 20, 20135 Pages
PRODUCT PORTFOLIO Coca-Cola India offers a comprehensive range of beverages. They include Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn.Some of the recent product launches that have added to the company’s product portfolio have been launch of Fanta Fun Times, and Nimbu Fresh. In addition in course of exploring new horizons, product range widening and brand extension in India, Coca-Cola has re-entered the Rs 300 crore branded powdered ready-to-drink market. As a part of the company’s penetration strategy and understanding the affordability of middle…show more content…
Initial reports seem to suggest that Nimboo Fresh from Coca Cola has failed to succeed in the market due to its taste. This could also be because of Nimbooz product’s first mover advantage. The lime drink is one in the beverage segment where in the customers would not be willing to spend around Rs15-20 for 500ml of the drink, and even if they do they would want it to taste good and quench their thirst which the current lime drinks brands have failed to do. A survey of customers in various regions of the southern India shows that 90% of them did not like its taste, 5% of them were not aware of the product and the rest 5% were not willing to purchase a drink which can be conveniently made at their own homes and can be customized according to their own tastes. Sales of the the lime brand has not been encouraging for Coca Cola. Nimbu Fresh was given for free (as Trade Load) to the retailers on purchase of two cases of RGB (300ml) or one caseof the CSD pet bottles of Coke. Turns out that the retailers were not willing to buy or even accept Nimbu Fresh as a trade incentive as the product was not moving and it was just taking space in their refrigerators. Learning from this debacle, Coca Cola has realized the potential of large number of small buyers. In the process they have introduced the new 200ml variant of Nimbu Fresh at Rs 5 targeting the semi-urban, semi-rural,

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