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Coke mulls growth with special promo

By , agencyfaqs! | In Advertising | January 31, 2001
Coca-Cola India has drawn its 'World of Coca-Cola campaign' to its second phase in Chennai

agencyfaqs! News Bureau
CHENNAI

Coca-Cola India has drawn its 'World of Coca-Cola campaign' to its second phase in Chennai. The campaign, comprising price-offs at major restaurants and departmental stores, was first released in September 2000 in Chennai.

Prior to Chennai, the campaign was running in other big cities like Bangalore, Coimbatore and Mysore. According to company officials, the campaign is expected to notch up a 10-per cent sales growth for the company by end of 2001 in South India.

Meanwhile, the company is also considering setting up a Coke Club, another consumer-level promotion. This will give members a 'lifetime passport' to Club Coca-Cola. It will also entitle club members to similar benefits. According to a company official, the Club Coca-Cola promotion is likely to be extended to other metros as well, in the near future.

This new promo follows an earlier decision by the company that all marketing activities will be decentralised and that all company promotions would be held at six regional levels - Delhi, Ahmedabad, Mumbai, Bangalore, Hyderabad and Kolkata.

Coca-Cola India has also indicated that it will launch more flavours under the Maaza brand name if market analysis reports are found favourable.
Coca-Cola India chief executive officer, Alex Von Behr, said the company is doing a consumer research to test-market various flavours before a commercial launch. Behr declined to divulge names of the exact flavours being tested, but said, "a whole list of flavours is being tried out". He said the research report would be available by the end of February.

He, however, added that Coca-Cola might not launch more brands in the country due to the high costs involved. The new products were likely to be launched under existing brand names. He said the company was looking at adding fresh fruit juices to its portfolio, but no decision had yet been taken on this.

Coke is also toying with the idea of launching the Limca Book of Records in Indian languages, including Hindi. The company, however, refused to commit itself to any timeframe for the launch.

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