Coca-Cola India's Frozen Dessert Plan Heats Up Competition
(5 pages of text)
Case (Pub Mat)
In November 2017, Coca-Cola India Private Limited (Coca-Cola India) laid out a plan for the next summer—the introduction of a whipped frozen fruit dessert. Minute Maid Perfect Fruit, which Coca-Cola India planned to launch in India's top 10 cities in 2018, was to be an extension of the company’s Minute Maid brand. Coca-Cola India also intended to expand Maaza, its fruit drink brand, with two new variants. These extensions were to be part of the company’s strategy to launch a line of Beverage Plus products. Although globally, the parent company first began testing Perfect Fruit in Australia, the frozen dessert market in India would be the first to witness its full-scale launch. The company planned to launch the products at high foot-traffic retail outlets and popular locations for young people. If Coca-Cola India chose to make a foray into the frozen desserts segment, what strategic capabilities could it leverage? What possible obstacles to success could arise in the new product categories? What branding strategies could the company use to promote its products in this segment? Which market segments should the company target? What were the pros and cons of entering this segment? Most importantly, was it the right time to enter this market segment?
The case is designed for an graduate-level marketing course that addresses strategic decision-making, analysis of potential business opportunities, and new product development and diversification. The case can also be used in a brand management course to discuss brand management models such as Aaker’s brand equity model and the bull’s eye brand positioning model. This case gives students an opportunity to apply different marketing frameworks to support their analysis of a potential business opportunity. After completion of this case, students will be able to do the following:
- Develop a framework for analyzing new business opportunities and evaluating the risks of entering a new business segment.
- Apply analytical tools such as Porter’s Five Forces in launching a new product line.
- Develop a conceptual framework to analyze the pros and cons of launching new products.
- Understand brand management concepts such as the bull’s eye model of brand positioning.
- Analyze the possible obstacles a company faces when exploring new business opportunities.
India, Large, 2017
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