Financial Daily from THE HINDU group of publications
Thursday, Apr 08, 2004
Financial Daily from THE HINDU group of publications Thursday, Apr 08, 2004 |
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Marketing
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New Products & Services Coca-Cola launches Vanilla Coke Our Bureau
Mr Sanjiv Gupta , President & CEO, Coka-Cola India, along with actor Vivek Oberoi, Coke ambassador, at the launch of the new Vanilla Coke in the Capital on Wednesday. — Kamal Narang
New Delhi , April 7 IN a move to create excitement in the softdrink market with the onset of summer, Coca-Cola India on Wednesday announced the launch of `Vanilla Coke', the first new flavour extension of the Coca-Cola brand in India. Vanilla Coke, which is Coca-Cola spiked with vanilla flavour, was launched in the US in May 2002. The product will in the first phase be launched in 500 ml PET bottles priced at Rs 15, followed by 200 ml/300 ml glass bottles and cans. The first phase of launch would cover 17 per cent of the population, Mr Sanjiv Gupta, President & CEO, Coca-Cola India, said. The decision to roll out the product in phases is due to production constraints, as demand for carbonated soft drinks (CSD) is going up with rising temperatures. Coca Cola has spent $100 million on expanding production capacity over the last two years. Mr Gupta said that the company expects to grow by 20 to 30 per cent this year, in view of the new launch. "With the launch of Vanilla Coke, there would be some cannibalisation. However, we expect the launch to result in a 20 per cent incremental rise in the Coca-Cola brand franchisee," he said. The company has signed up Bollywood actor Vivek Oberoi as brand ambassador for Vanilla Coke, and would be rolling out a new campaign with a `retro' look for the same. Though not revealing the advertising spends on Vanilla Coke, Mr Gupta said it would be 20 per cent of that spent on Coke. The advertising and other key marketing activities for Vanilla Coke would be targeting the urban youth. Also, for brand Coca-Cola, the company is set to roll out a new campaign featuring cricketer Virendra Sehwag, called Sehwag ke thande funde.
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