Marketing Management

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 world’s most ubiquitous brand - ‘Coca-Cola’ - began to concentrate on the non-carbonated beverages segment since the end of 1990s.

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 world’s strongest brands.

Answer the following question. Q1. Discuss Coke’s product diversification strategy. Q2. Describe the rationale behind Coke’s multi-branding strategy and its probable pros and cons.