Vanilla Coke in India - B

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Case Details:

Case Code : MKTA002
Case Length : 4 Pages
Period : 2003 - 2004
Pub Date : 2005
Teaching Note :Not Available
Organization : Coca Cola
Industry : Food and Beverage
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Consumer Response

Vanilla Coke failed to excite the Indian palate. A survey carried out by a national business daily in India revealed that 67% of the respondents felt that Vanilla Coke was “not successful”. 32% believed it was the “least successful” brand launch of the year. Only a quarter of the respondents in the ninth Brand Derby (the survey) considered Vanilla Coke to be “one of the successful brands launches of 2004”...

Conclusion

Coke officials maintained that the product had been launched after “rigorous consumer testing had shown the vanilla taste to be distinct and popular with consumers.”...

Exhibit

Exhibit 1: Vanilla Coke Campaign


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