Should Coca-Cola Enter the Health Drink Market?

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SHOULD COCA COLA ENTER THE HEALTH DRINK MARKET

PREPARED FOR

Mr. Atul Singh(CEO)

Coca Cola ABPL Faizabad,

India, 180012

PREPARED BY

Aditee Goyal

Kamakshi Arora

Richa Arora

Romani Goyal

Shakul Goyal

Siddharth Sharma

Srishti Chawla

IBS Gurgaon

Old Delhi Road, Dundahera

Gurgaon, Haryana- 122016

August 07, 2010

LETTER OF TRANSMITTAL

23-A, Kailash Colony

New Delhi

August7, 2010

Mr Atul Singh,

CEO Coca Cola

ABPL Faizabad,

India, 180012

Dear Mr.Singh

Enclosed is the report you requested in July on whether Coca Cola should enter the health market. Introducing health drinks in the market would fetch us immense benefits which includes-:

• From Health point of view it is beneficial

• As people have become Health Conscious so they would prefer health drinks over soft drinks

• It would enhance the market share

• Beneficial for Youth

Research on Health Drink should continue. Proper promotional plans should be adopted and good financial support is needed so that large masses should be targeted.

By introducing health drinks in the markets, we are doing well to the market because they will not be consuming much of soft drinks and this would be beneficial for their health. As Coca Cola is a big brand so Promotion would not a problem and this would help the company increase the profit share.

The information in this report came from Print media,Online sources and interview of producers as well as Mr Kashyap Gupta and Mr Ajay Jain.We appreciate the time they took out from their busy schedule to meet us.

Thank You for the opportunity to conduct this research. We are thankful to all Authorities which supported the company’s vision of launching Health Drinks in the market.

If you have any questions regarding this report, feel free to contact

Sincerely, Sincerely, Sincerely, Sincerely,

Aditee Goyal Richa Arora Romani Goyal Shakul Goyal

Sincerely, Sincerely, Sincerely,

Siddharth Sharma Srishti Chawla Kamakshi Arora

Table of Contents

1. Letter of Transmittal………………………………………………..2-3

2. Executive Summary………………………………………………...5

3. Introduction ………………………………………………………..6

o Problem

o Purpose and scope

o Assumptions

o Limitations

4. Why health drinks?............................................................................7

5. Demand for health Drinks..................................................................7

6. Competitors of health Drinks in the market………………………...8

7. Variants……………………………………………………………..8

8. Segmentation………………………………………………………..8

9. Targeting…………………………………………………………….8

10. Positioning…………………………………………………………..9

11. Cost benefit analysis……………………………………………….10

12. Adherence to Standards……………………………………………11

13. Conclusion and Recommendations………………………………...12

o Do further Research as to which advertising technique could be used

o Diversification in Promotion

o Involving the various departments in decision making

o Giving the financial muscle

o Reviewing the product after six months

14. Annexure……………………………………………………………13-16

15. Appendix……………………………………………………………17

16. Compiled By………………………………………………………..18

EXECUTIVE SUMMARY

SHOULD COCA COLA ENTER THE HEALTH DRINK MARKET?

Coca Cola should introduce health drinks to diversify its products in the market to capture a larger market share. We recommend that it should venture into the health drink sector. The other competitors in the market concentrate mainly on juices and consolidated milk based products. We have come up with a new product. We have decided to market the concentrated form of pulp of fruits...
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