Discuss Coke’s product diversification strategy. - PowerPoint PPT Presentation

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Discuss Coke’s product diversification strategy.

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Title: Discuss Coke’s product diversification strategy.


1
Marketing Management info_at_answersheets.in91
95030-94040
2
  • Marketing Management
  •  
  • CASE STUDY (20 Marks)
  • The changing attitudes of consumers towards
    healthier lifestyles and the subsequent decline
    in the CSD consumption during the 1990s led the
    soft drinks manufacturers to push non-carbonated
    beverages too. Not to be left behind, over a
    century old beverage maker Coca-Cola Inc., having
    the worlds most ubiquitous brand - Coca-Cola -
    began to concentrate on the non-carbonated
    beverages segment since the end of 1990s.

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  • It began offering a diversified range of
    products like coffee, tea, health drinks, sport
    drinks, juices, bottled water etc., under various
    brand names. Even though Coca-Cola has a strong
    brand name, it has not extended the Coca-Cola
    brand to its non-abrogated beverages and is
    promoting these beverages under different brand
    names. This case facilitates discussion on
    whether it is the right move for Coca-Cola to
    adopt a multi branding strategy while holding one
    of the worlds strongest brands.

4
  • Answer the following question.
  •  
  • Q1. Discuss Cokes product diversification
    strategy.
  •  
  • Q2. Describe the rationale behind Cokes
    multi-branding strategy and its probable pros and
    cons.

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