Brand Extension: Marketing & Launch Strategy for FRESCOKE by Coca-Cola in India

Running Head: Brand Extension
Marketing Paper
Brand Extension

Brand Extension P a g e | 1
Table of Content
Brand-Brief Background.................................................................................................................................................. 2
Extension Idea...................................................................................................................................................................... 3
Rationale for the idea........................................................................................................................................................ 3
Target Market....................................................................................................................................................................... 3
Marketing & Launch Strategy........................................................................................................................................ 4
Pricing Strategy............................................................................................................................................................... 4
Channel Strategy.............................................................................................................................................................5
Ethical Consideration in Brand Extension...............................................................................................................5
References.............................................................................................................................................................................. 6

Brand Extension P a g e | 2
Brand-Brief Background
Coca-Cola is the world’s largest beverage company which has a market offering of over 500
brands which are distributed in over 200 countries (Gillespie & Riddle, 2015). The company has
almost 19 brands out of its 21 billion-dollar brands which are available in less or no sugar
options which help the people to bring down the intake of added sugar(Flint, 2018).. Some of
the leading brands of Coca –Cola include Dasani Waters, Fanta, Georgia Coffee, Gold Peak teas
and Minute main juices. Coca –Cola as a company is serious about making positive contributions
to the world, which starts with reducing the sugar intake and working on new products with
added benefits (Sinha & Sheth, 2017).
Based on the above mentioned preamble for doing good for the community, Coca-Cola is getting
into the market of providing Pressurized Fresh Fruit Juice in one of the largest consumer market
India. The product will go by the Name “FRESCOKE”