1

Product Re-launch: Georgia Coffee and Tea Pre-Mixes

PBM GROUP PROJECT REPORT



Submitted By:
Akanksha Sharma(4)
Humayun Ali(17)
Manu Choudary(22)
Mitika Nangia(23)
Nikhil Rawat(26)
Rajnandan Kumar(28)


2

Table of Contents
S.No. Contents Page No.
1. Executive Summary
2. Introduction to the Project
3. Background of the Industry & the Organization
4. Project Methodology
5. Observations/Findings
6. Recommendations & Conclusions
7. Appendix
8. References












3

Introduction

A. Company


The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer
and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered
in Atlanta, Georgia. The company is best known for its flagship product Coca-Cola, invented in 1886. The
Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler, who incorporated The Coca-
Cola Company in 1892. The company operates a franchised distribution system dating from 1889 where
The Coca-Cola Company only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns
its anchor bottler in North America, Coca-Cola Refreshments.
The company sells beverage products in more than 200 countries. The report further states that of the
more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing
the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion (the latest
figure in 2010 shows that now they serve 1.6 billion drinks every day). Of these, beverages bearing the
trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the company's total gallon sales.
Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:
43% in the United States
4

37% in Mexico, India, Brazil, Japan and the People's Republic of China
20% spread throughout the rest of the world
In 2010, it was announced that Coca-Cola had become the first brand to top 1 billion in annual UK
grocery sales.
Throughout 2012, Coca-Cola contributed $1,700,500 to a $46 million political campaign known as "The
Coalition against The Costly Food Labeling Proposition, sponsored by Farmers and Food Producers". This
organization was set up to oppose a citizen's initiative, known as Proposition 37, demanding mandatory
labeling of foods containing genetically modified ingredients. In the aftermath of the proposition's
defeat at the polls, backers called for a boycott of companies that contributed to the opposition
campaign.
Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and
serves as the standard against which we weigh our actions and decisions.
To refresh the world.
To inspire moments of optimism and happiness
To create value and make a difference
Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business by
describing what we need to accomplish in order to continue achieving sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy
people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable
communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
5

Values
Our values serve as a compass for our actions and describe how we behave in the world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
Products in the companys portfolio are as follows:

1. Diet Coke- Diet Coke (also known as Coca-Cola light in some countries) has become the world's
third largest soft drink.
2. Thumps up- It is the largest selling soft drink in brand in India. Originally introduced in 1977,
Thumps Up was acquired by The Coca-Cola Company in 1993.
3. Sprite- Sprite is a Clean Lime drink. Sprite has not only established itself as a brand which
successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and
straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today
Sprite is one of the top two sparkling soft drinks in the country.
6

4. Fanta- It is the orange drink. Fanta entered the Indian market in the year 1993. Perceived as a
fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not
just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.
5. Limca- Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon
Segment. The success formula is the sharp fizz and lemoni bite combined with the single minded
proposition of the brand as the provider of "Freshness".
6. Maaza- Maaza has today come to symbolize the very spirit of mangoes. Universally loved for its
taste, color, thickness and wholesome properties, Maaza is the mango lover's first choice.
7. Minute maid Pulpy Orange- One of the world's largest juice and juice drink brands. The history
of the Minute Maid brand goes as far back as 1945 when the Florida Food Cooperation
developed orange juice powder. They branded it Minute Maid, a name connoting the
convenience and the ease of preparation (in a minute)
8. Minute maid Nimbu fresh- Launched first in South of India in January 2010, Minute Maid Nimbu
Fresh, started refreshing the whole of India by April 2010
9. Kinley- Kinley water comes with the assurance of safety from The Coca-Cola Company. That is
why we introduced Kinley with reverse osmosis along with the latest technology to ensure
purity of our product. Because we believe that right to pure, safe drinking water is fundamental.
10. Kinley Soda- Launched in 2002 Kinley soda today is no.1 national Soda brand.
11. Georgia Gold- Introduced in in 2004, the GEORGIA Gold range of tea and coffee beverage is the
perfect solution for your office and restaurant needs!

Retail & Distribution
The Coca-Cola Company in India is governed from its corporate office located at Ghaziabad.
This office manages the working of five zones covering whole of India.
The different and segregated zones are:
1. Northern zone,
2. Eastern zone,
Western zone,
4. Southern zone &
5. Andhra Pradesh zone.
7

These zones are divided into various plants and offices which govern the area assigned to them. The
areas are the various distribution centres consisting of Distributors and Carry & Forward agents. Further
down the distribution chain comes, the retailers/customer for the company's product. They receive
goods from distributors and C&F agents.
Finally consumer is the buyer accessing the product from the retail shops or having them delivered to
their homes.
The Coca-Cola Company typically has its reach taking its products to billions of people all around the
world using wide distribution networks. In India, the pace and speed at which Coca-Cola has widened its
business is truly amazing. Distribution network remains the biggest strength of the company.
B. Industry
As the economy continues to slowly improve, a wave of significant change is moving through the
beverage industry redefining how companies grow, operate, and manage risk. Rapidly advancing
technology is driving much of the transformation, providing opportunities to explore new ways of doing
business, and to better understand and engage with consumers. However, technology does not come
without challenges, exposing companies to new areas of risk and vulnerability.
And, while technology is accelerating the rate of change, several other disruptive forces are contributing
to the transformation. From tech-savvy millennials to aging boomers, the ways in which consumers
gather information about what they want to purchase, the factors influencing their purchase decisions,
and their loyalty to a brand or product are all up for grabs. On top of that, food and beverage executives
are confronting the cost and impact of the many risk and regulatory issues that government and other
regulatory bodies are putting into place.
The respondents to KPMGs 2013 Beverage Industry Outlook survey indicate the most significant impact
is being made by engaging consumers through digital channels and social media. But the back office is
also evolving, as almost two-thirds of survey respondents say they have adopted, or plan to adopt, cloud
computing technologies into their business strategies and operations. Executives are also realizing the
boundless potential offered by data and analytics in gaining customer insights and making better
decisions.
This years survey confirms that the industry continues to make positive improvement, with most
expecting continued increases in revenue, both this year and in the coming year. They acknowledge
8

pricing pressures as potential growth barriers and consider volatile input costs and discounting prices as
the most significant threats to profit margins.

C. Product of Study
We have taken our product as Georgia Tea and Coffee and under that we have taken the coffee and
tea premixes which are provided by the vending machines. We would be discussing about the decline
of the product in 2008 followed by its re-launch in the year 2012.

Georgia
Georgia is a tea and coffee solution brought to its consumers by the Coca-Cola Company.
The company has launched Georgia as the ready to drink brand priced at Rs 4-5 back in 2002.
GEORGIA Gold was launched in 2004. It is part of the non-carbonated beverage portfolio of Coca-
Cola India . Under this brand, beverages are dispensed from machines, but not in the canned
format. The coffee is freshly brewed from roast beans with variants like cappuccino, caffe latte,
mochaccino, espresso etc. Other beverages, such as tea or hot chocolate, may also be offered from
the same machine. The brand in India also features machines that dispense Iced Tea (Lemon &
Peach) and Cold Coffee.
9

Georgia Tea & Coffee are served in McDonalds India. Their unique blend and dairy whitener coffee
fits in perfectly with McDonalds quality standards.
Assured quality product
Great taste
Dependable service
Best in class equipment



Freshly Brewed Coffee- every cup of freshly extracted Cappuccino and Americano uses Georgias
Medium Dark blend of Arabica and Robusta beans. The beans are sources from plantation in South
India and are delivered to offices in sealed pouches for their customers to have a delightful
experience.
Coffee and Tea premixes- Another product that Georgia has is the coffee and tea premixes which
are again provided through the vending machines. Under this the ingredients are already mixed and
the final coffee is provided through Georgias own vending machines.
10

They operate Business to Business (B2B) by selling their vending solutions through the business to
business distributors. Their vending solutions are present in major metros. Their clients represent
diverse offices from across industries IT/ITES, BPOs, Telecom, Banking and Financial Services, FMCG,
consumer durables and heavy industries.


















11

Methodology
The project initially required us to select a brand or product for studying the product and brand aspects
involved in it. The selection of Georgia premix tea and coffee was done after deliberations with the
faculty, team members and peers. It was selected based on marketplace visits, secondary sources and
keeping in mind the availability and accessibility of a stakeholder from the company for an interview.
After selecting Georgia premix tea and coffee, we studied the history of the brand and the company
thoroughly with the help of secondary sources. The evolution of the brand, strategies adopted by the
company and the challenges faced were analysed by conducting an in-depth interview with the Senior
Sales Executive of the company
Then, we applied various product and brand management concepts like product life cycle (PLC),
importance of product portfolio, STP and 4Ps to evaluate the information collected.
The research about Georgia premix tea and coffee was done through both primary and secondary
sources.
A. Primary data collection


Primary research involves collecting data about a given subject directly from the real world. Primary
research is any type of research that you go out and collect yourself. Examples include surveys,
interviews, observations, and ethnographic research.
Conducting primary research is a useful skill to acquire as it can greatly supplement your research in
secondary sources, such as journals, magazines, or books. You can also use it as the focus of your writing
project. Primary research is an excellent skill to learn as it can be useful in a variety of settings including
business, personal, and academic.
Many types of primary research exist:
12

Interviews: Interviews are one-on-one or small group question and answer sessions. Interviews will
provide a lot of information from a small number of people and are useful when you want to get an
expert or knowledgeable opinion on a subject.
Surveys: Surveys are a form of questioning that is more rigid than interviews and that involve larger
groups of people. Surveys will provide a limited amount of information from a large group of people and
are useful when you want to learn what a larger population thinks.
Observations: Observations involve taking organized notes about occurrences in the world.
Observations provide you insight about specific people, events, or locales and are useful when you want
to learn more about an event without the biased viewpoint of an interview.
Analysis: Analysis involves collecting data and organizing it in some fashion based on criteria you
develop. They are useful when you want to find some trend or pattern. A type of analysis would be to
record commercials on three major television networks and analyze gender roles.
Georgia-Primary Data Collection
The primary data collection about Georgia tea and coffee was done by interviewing one of the
stakeholders of the Coca Cola Company. The in-depth interview was conducted at the Coca Cola office in
Gurgaon by three of our team members. Mr. Bipin Jaiswal gave the interview and he is the Senior Sales
Executive for the commercial beverages division in Coca Cola. He joined the company in 2006 and was
involved in developing the marketing strategy for Georgia tea and coffee after its relaunch in 2012. He
showed us the vending machines of Georgia tea and coffee to provide an insight about its functionality
and design and these machines were placed in the office canteen.

B. Secondary Data Collection


13

Also known as desk research, secondary research is the most common research method employed in
the industry today. It involves processing data that has already been collected by another party. With
this form, researchers will consult previous studies and findings such as reports, press articles and
previous market research projects in order to come to a conclusion. The relatively low expense in
comparison to primary research is the main advantage of this research as no new research needs to be
commissioned. However, its main disadvantage is that the data used in the analysis may be out-dated
and therefore return inaccurate results. Furthermore, previous studies may not have targeted the exact
issue that the current research requires.
Secondary sources include the following:
Public sources. These are usually free, often offer a lot of good information, and include
government departments, business departments of public libraries, and so on.
Commercial sources. These are valuable, but usually involve cost factors such as subscription
and association fees. Commercial sources include research and trade associations, such as Dun
& Bradstreet and Robert Morris & Associates, banks and other financial institutions, and publicly
traded corporations.
Educational institutions. These are frequently overlooked as valuable information sources even
though more research is conducted in colleges, universities, and technical institutes than
virtually any sector of the business community.
Public Information Sources
Government statistics are among the most plentiful and wide-ranging public sources.
Georgia-Secondary Data Collection`
The information related to the brand was studied with the help of secondary sources like press articles,
reports, previous research projects to arrive at a conclusion. The company website of Georgia provided
information related to the product portfolio and the vending machines.





14

Results/Findings
The research on Georgia premix tea and coffee has yielded certain results which we have tried to
connect with the various concepts studied in product and brand management.
SWOT analysis of Georgia
Strengths
Vending equipment and spares are directly managed by Coca Cola
Centralized customer relationship management
Employee engagement by Coca Cola
Wide range of product portfolio
Use of dairy whitener which improves the hygiene and reduces the costs associated with
wastage
Weaknesses
Absence of brand tagline resulting in low brand awareness
Passive Georgia India website and online engagement platform absent
Non availability of product in-house and retail
Cost of vending machine higher than others
No cafe or kiosks
Opportunities
Expanding the business from B2B to B2C with special focus on premix
Increasing working class and urbanization leading to more preference of premix
Increase in usage occasions
Tea and coffee continue to top the beverage industry
15

Threats
Highly cluttered market
Price competition
Increasing media spends by competitors like Nescafe, Lipton etc
Regular expansion of product portfolio by top players
Importance of marketing mix and product portfolio
The Marketing mix of any company presented as value proposition to consumers plays an important
role in its performance. The mix needs to be strategic, dynamic, and sensitive to the changed taste and
preferences of consumers. This in turn is in response to demographical, geographical, and psychological
factors, as well as government regulations and other global market forces. In the global marketplace
that sees severe competition, it is very important for the companies to offer great variety (portfolio) of
products with high quality, and which are produced cost effectively. In the process global firms should
be able to improve the relationship they build with all the stake holders, resulting in sustainable growth
with better financial performance and enhanced brand equity.
Product life cycle

16

Introduction
Georgia premix tea and coffee was launched by Coca Cola. The Georgia Gold brand has been in the
Japanese market for over two decades and enjoys the highest market share in the Japanese ready-to-
drink coffee market. In India, the Georgia Gold Roast and Ground (R&G) premium hot coffee was
launched in India exclusively with McDonald's in July 2002, and has been tremendously
successful. Initially the company rolled out of the premium range of ready-to-drink Georgia Gold Ice Tea
and Cold Coffee. The new beverages had been rolled out across McDonald's restaurants in Delhi and
Mumbai in the first phase and were later made available in other cities in India. The Ice Tea is a
refreshing, non-carbonated beverage with the tanginess of fresh lemon. The Cold Coffee is a creamy full-
bodied drink, with the taste of fresh coffee and a hint of vanilla.
These beverages had been exclusively created for McDonald's by Coca-Cola India under the brand
umbrella of 'Georgia Gold'. This was part of the strategic partnership that Coca-Cola India had with
McDonald's India. It was also the first vending solution in Ice Tea and Cold Coffee that Coca-Cola has
developed for McDonald's across the system worldwide. The equipment has been developed by Coca-
Cola India R&D keeping in mind the McDonald's service standards and transactional needs, and enabled
premium Ice Tea and Cold Coffee to be dispensed in 25 seconds on an average, out of a very compact
machine. The results of the consumer tests and in restaurant trials had been very encouraging.
Growth
The Growth stage is the second of stages in the product life cycle, and for many manufacturers this is
the key stage for establishing a products position in a market, increasing sales, and improving profit
margins. This is achieved by the continued development of consumer demand through the use of
marketing and promotional activity, combined with the reduction of manufacturing costs. The increase
in sales and the evolution of the product from introduction to growth stage will vary from market to
market.
Georgia premix tea and coffee was sold through the vending machines. These vending machines were
exclusively sold by Coca Cola India in 2002. So, sales increased as a result of the vending machines
dispensing ready-to-drink coffee and tea. The premix tea and the vending machine had the following
advantages

17

No chances of breakdown of machine
Less electricity consumption for making the beverage
No spillage of beverage
Consistent taste and temperature of the beverage
Time taken to prepare the beverage is only 2-3 mins.
Georgia premix tea and coffee undertook several ATL and BTL activities to increase the sales in
the growth phase. The ATL activities of Georgia premix tea and coffee include advertising to a large
audience through online media and television but were only restricted to the Japanese market. In the
Indian market, they primarily focused on BTL activities.
The BTL activities of Georgia premix tea and coffee include sales promotions, social media
advertising like blogs, sponsorships and customer engagement activities. They also did bus shelter
advertising in Delhi.
Maturity
Sales of Georgia tea and coffee started to peak out and it was entering the maturity phase in 2007. Slow
consumer off take had forced Coca Cola India to alter its strategy for Georgia, its tea and coffee brand.
As the Georgia brand entered its fifth year in India, it was no longer pushed as a mass offering as was
originally intended. With the mass-on-the-go strategy failing to meet sales targets, Coke decided to push
the product primarily as Georgia Gold, its top-end coffee label, to be pitted against products offered by
coffee retailing chains like Barista, Cafe Coffee Day and Costa Coffee.
Coca-Cola India did not plan to add to the 5,000 existing vending machines for the mass offering. There
was no additional thrust on Georgia hot tea, which was vended in two flavours. Coke had launched
Georgia as a ready-to-drink tea and coffee brand priced at Rs 4 and Rs 5 back in 2002. Initial plans
included investing in digital equipment and state-of-the-art vending machines. Georgia Gold too was
launched around the same time, priced on average at Rs 15-20, and was retailed through McDonald's
outlets. But the sales peaked prematurely because of consumer preferences for freshly brewed tea and
coffee instead of the machine vended offerings, inadequate marketing efforts, and tight margins on
mass tea and coffee vending. The company planned to extend Georgia's reach by aggressively rolling out
the Georgia Gold range and by making the Georgia cold coffee and ice tea available to consumers. But
the aggressive mass marketing strategy bombed.
18

Decline
In 2008, the sales of Georgia premix tea and coffee dipped and it entered in to the decline phase. The
company sold the vending machines to the retailers and distributors and over time, they started using
other coffee premixes in the Georgia vending machine. As a result, the consumers perception of the
brand got diluted and the market share of Georgia premix tea and coffee declined. So, the company
withdrew the product in 2008.
Relaunch in 2012
From 2008 to 2012, they withdrew all the vending machines from the market. After the relaunch in
2012, they shortlisted the distributors based on certain parameters. They only selected distributors who
had prior experience in institutional supply, mineral water supply or had expertise in water vending
machines. They did not sell the vending machines this time but only provided them on the conditional
clause that they have to use only Georgia premixes in it. So, the quality was ensured and the taste
remained consistent. So, the product is in its growth phase after its relaunch.

Ansoff Matrix
The Ansoff Matrix also known as the Ansoff product and market growth matrix is a marketing planning
tool which usually aids a business in determining its product and market growth. This is usually
determined by focusing on whether the products are new or existing and whether the market is new or
existing.
A. Product Development
In product development growth strategy, new products are introduced into existing markets. Product
development can differ from the introduction of a new product in an existing market or it can involve
the modification of an existing product. By modifying the product one would probably change its
outlook or presentation, increase the products performance or quality.
B. Market Development
It may also be known as Market Extension. In this strategy, the business sells its existing products to new
markets. This can be made possible through further market segmentation to aid in identifying a new
19

clientele base. This strategy assumes that the existing markets have been fully exploited thus the need
to venture into new markets.


C. Diversification
This growth strategy involves an organization marketing or selling new products to new markets at the
same time. It is the most risky strategy among the others as it involves two unknowns, new products
being created and the business does not know the development problems that may occur in the
process.
D. Market Penetration
When we look at market penetration, it usually covers products that are existence and that are also
existent in an existing market. In this strategy, there can be further exploitation of the products without
necessarily changing the product or the outlook of the product. This will be possible through the use of
promotional methods, putting various pricing policies that may attract more clientele, or one can make
the distribution more extensive.
20

In Market Penetration, the risk involved in its marketing strategies is usually the least since the products
are already familiar to the consumers and so is the established market. Another way in which market
penetration can be increased is by coming up with various initiatives that will encourage increased
usage of the product.
Georgias strategy
Georgia tea and coffee is following a market penetration strategy because it is competing within the
existing market with its present product. The target market for Georgia is the urban class with an
inclination for its ready-to-drink coffee beverage. They have segmented the market mainly on the basis
of psychographics like lifestyles, beliefs and values. Also, they have taken demographics like income
level in to consideration. So, even after they relaunch their target market has remained the same. As far
as the product is concerned, they provide tea and coffee in the vended version. They have only added
few variants to their existing products of tea and coffee. By and large, the product has remained the
same with consistent quality and uniform taste across all its outlets.












21

Conclusion
Through above observations it can be concluded that:
1. Product Life Cycle:
Introduction Phase- The results of the consumer tests and in restaurant trials had been very
encouraging.
Growth Phase- Georgia premix tea and coffee was sold through the vending machines. These
vending machines were exclusively sold by Coca Cola India in 2002. So, sales increased as a
result of the vending machines dispensing ready-to-drink coffee and tea.Georgia premix tea and
coffee undertook several ATL and BTL activities to increase the sales in the growth phase.
Maturity Phase- Sales of Georgia tea and coffee started to peak out and it was entering the
maturity phase in 2007. As the Georgia brand entered its fifth year in India, it was no longer
pushed as a mass offering as was originally intended. Sales peaked prematurely because of
consumer preferences for freshly brewed tea and coffee instead of the machine vended
offerings, inadequate marketing efforts, and tight margins on mass tea and coffee vending.
Decline Phase- In 2008, the sales of Georgia premix tea and coffee dipped and it entered in to
the decline phase. The company sold the vending machines to the retailers and distributors and
over time, they started using other coffee premixes in the Georgia vending machine.
Relaunch- From 2008 to 2012, Coca-Cola withdrew all the vending machines from the market
and the product was re-launched in the market in 2012.
Therefore, it can be concluded that Georgia tea and coffee premix solution was introduced/launched in
the market in the year 2002,it then entered into the growth phase where several ATL and BTL Activities
were carried out which resulted in increase in sales. This was then followed by Georgia tea and coffee
entering the maturity stage because of consumer preference for freshly brewed coffee and tea over
machine vended offerings. Georgia premix tea and coffee entered the decline phase in 2008. The
product was then re-launched in the market in the year 2012.



22

2. Ansoff Matrix
From the above observations it can be concluded that Georgia tea and coffee is following a
market penetration strategy because it is competing within the existing market with its present
product.

3. BCG Matrix
From the findings it can be concluded that Georgia premix tea and coffee lies in Dog Category.

















23

Recommendations
It should avoid existing partnership with some brands like PepsiCo
Advertisement should be focused upon. There is a very small segment of the consumers who are
aware of the brand Georgia and even if they have heard of it ,hardly anybody is aware that it
is a product of Coca-Cola Company. Along with advertising it should also focus on other brand
elements such as its spokesperson and logo which looks similar to Nescafe .
Surprise checks/visits should be done on a regular basis at the various outlets where the vending
machines have been installed. There should be strict rules that should be applicable to all these
outlets that Georgia Vending Machines will provide the consumers with Georgia tea/coffee only.
In case the outlets carryings these machines are found guilty of providing tea/coffee dispensed
through Georgia Machines then these outlets will be subject to some kind of
penalty/punishment.
Hygiene issues should be paid heed to. For other products of Georgia such as Iced tea and Cold
Coffee he retailers should be told to keep pure supply water in a transparent bottle for the
regular customers, so that they can see that the water is clean. Also, a tie up can be made, that
for people who need even more precaution, the product can be made in- Kinley water (a coca
cola product) by charging Rs. 5 extra. Thus stimulating sales for both products.
The test marketing could have been done more effectively.
Brand Tagline-Attaching a brand tagline with Georgia like Not just Coffee or Get Engaged
would add a lot of value and recognition to the product
Caf/Kiosks-Launch of cafes and kiosks by the name of Georgia which would not only serve
Georgia beverages but also food items and other beverages (under the parent company Coca-
Cola). These cafes would serve as meeting points as well as for recreational activities.
My Georgia Android Application-Launch of mobile applications like MyGeorgia App on android
and i OS, be it any kind of coffee game or virtual coffee chat room where people can engage
themselves would also add to brand value.
Cafe Citizen Cards for regular visits to Georgia Cafes and kiosks with which customers could
avail discounts on Georgia and other Coca-Cola products. This would help in building brand
loyalty.


24
































25

Appendix I-Open Ended Questionnaire (For Stakeholder Interview)

Q1. Tell us something about the product itself

Q2.What were the strategies adopted by your company(in terms of STP) ?

Q3.What were the challenges faced by the company after the launch of this product?

Q4.Did you test market the product?

Q5.What are the brand elements that youve used?

Q6.What are the learnings that you have transferred from Georgia entering the decline phase in
2008 to the point where it was re-launched in 2012?

Q7. In the current scenario where would you place Georgia premix tea/coffee on the PLC?















26

References

1. Bakker, B. A. (1977), "Intemational Marketing Standardization," presentation to
European Intemational Business Administration Annual Meeting (December), 1-21.
2. Jain S C (1989), Standardization of International Marketing Strategy: Some
Research Hypotheses. Journal of Marketing Vol. 53, 70-79
3. Bacon, Christopher(2008) Confronting the Coffee Crisis; Fair Trade, Sustainable livelihoods and
Ecosystems in Mexicoand Central America, MIT Press
4. Bates, Robert H (1997) Open Economy Politics: the political economy of thee world coffee trade.
Princeton University Press
5. www.thecoffeeguide.org
6. Annual ICO Report www.ico.org
7. Tea board of India www.teaboard.gov.in
8. www.upasi.org
9. Speciality Coffee Association of America-www.sca.org
10. National Coffee Association-www.ncausa.org