10. The Category - Carbonated Drinks Sales Volumes
11. The Category - Carbonated Drinks Volumes Growths
12. The Category - Carbonated Drinks Company Shares % Volume
Coca-Cola Pepsico Parle Agro Others
13. Going About It.... The Extension
14. The Extension CAFE CUBA Parle Agro's re-entry into the
Carbonated Soft Drinks Operations Started Carbonated Drinks sold to
Coca-cola Launched Appy Fizz Launched Hippo Launched Spiced Soda
Launched Caf Cuba 1959 2005 2009 20121993 2013
15. The Extension CAFE CUBA Parles Product Share by Volume By %
Volume Frooti Hippo Appy Fizz Bailley Caf Cuba
16. The 4 Ps of Marketing for Cafe Cuba
17. Caf Cuba First-of-its-kind - New Concept, entirely new
category in the beverage segment Revolutionizing - a revolution'
born of coffee beans Strong Product - The identifiable taste, not
competing with other products Coffee Flavored Soft Drink -
Combination of roasted coffee beans with carbonated fizz The
Product
18. The Price Rs 15 for 250 ml PET Bottle Rs 20 for 250 ml can
Slightly Premium Pricing
19. PLACE
20. The Place Targeting Urban Areas Targeted at the Youth
Hotels, Restaurants, Canteens, Sup 'markets, Big Retailers
21. The Promotion Cafe Cuba Ad Campaign
22. The Promotion Cafe Cuba COFFEE REVOLUTION Targeting Urban
Areas Targeted at the Youth Pan-India marketing & brand
communication campaign introducing 'The Coffee Revolution' Edgy,
bold & rebellious promotion, targeting experimental mind-set of
the progressive Indian youth TV played the lead medium Aggressive
focus on Digital Brand Building Supported by Print, Outdoor, Cinema
Ads Aim to connect with evolving youth of today Delivering the
message of 'The Coffee Revolution' with the edginess of an
underground movement
23. Segmentation Based on Type of Soft- drink
24. Segmentation Based on Demographics Demographics Youth
(10-19 yrs.) -Majority of Consumers - Spending Power - Loyalties
develop with age Adults (25+ yrs.) - For diet and caffeine free
products Young Adults (20-24 yrs.) - For diet purpose
25. Segmentation Based on Psychology Lifestyle Personalities
Frequency of use Attitudes Image of Self-Expression Associating
Cool with the product
26. TARGET SEGMENTS - Targeting Individuals, not Families -
Targeting the Youth segment - Creating a passionate experience - A
Revolutionary campaign to create loyal customers - 70% of
carbonated beverage market still located in urban areas - Initially
targeting major urban areas in India - Edgy, Bold and Rebellious -
Targeted at the experimental mind- set of the progressive Indian
youth Target Segments and Consumers for Cafe Cuba
27. Soft Drinks Carbonated Beverages Coffee with a Fizz
28. Carbonated Drink Provides Refreshment Non-Alcoholic Thirst
Quencher Modern and Inspirational
29. Revolutionary Indias First Carbonated Coffee Different
Taste Coffee with a Fizz