COCA-COLA INDIA

Case Study

By:
Group 6
 Key Issues

The main issues in the case are:

• Plummeting Market Share

• Change in Customer Preferences

 Decision Problem

• Should Coca-Cola move beyond it’s core competency and

change their priorities according to changing customer
preferences?
 Alternatives
The alternatives that the company can implement are:

• Expanding the distribution of it’s juice products, adding salt and

mineral fortified products to it’s product category.
• Reducing sugar content by using natural sweeteners.
• Launching new product variants in order to capture the tastes of the
Indian market.
• Providing and extensive the promotion of it’s small sized health drinks.
• Increased emphasis on promotion of small sized health drink packs.
 Decision Criteria
The criteria on the basis of which the company has to take
decisions are:
• Rapid urbanization and change in the lifestyle of the Indian
audience.
• The existing and new competitors and their respective market
shares.
• Evolution of the Indian soft drink market.
 Analyzing and Evaluation of Alternatives
• The alternative to add salt and mineral fortified products is based on the shift in
customer preferences, i.e. from carbonated beverages to healthy ones.

• The alternative to reduce sugar content is based on the changing lifestyle of the
people and also, on the market response that the competitors are having by
producing such drinks.

• Capturing Indian market by launching new variants is based on the demand of

newer health drink variants.

• Shifting focus on small sized health drink packs is based on changing lifestyle of the
Indian customers, for example, rapid increase in the number of nuclear families.
 Best Alternative

• Launching new product variants in order to capture the

tastes of the Indian market.
Implementation Plan