Coke’s Milky Way

Coca-Cola has gone the ‘milky way’ by foraying into the dairy segment and coming out with a milk-based beverage, Maaza Milky Delite. According to the recent Forbes Top 50 list of the World’s Most Valuable Brands, the ‘thanda’ secures the prestigious third spot in that list. Would the strong brand of Coca-Cola have the mettle to influence veteran players in the desi dairy segment like Amul, Vita and Verka et al? Anand Halve, Director, Chlorophyll, Brand & Communications Consultancy feels, “Coca-Cola might have a huge global marketing presence but in the Indian beverage market, it only occupies the fourth place. In addition to that, the brand name for this milk based beverage is Maaza Milky Delite and not Coca-Cola Milky Delite/Coke Milky Delite which would let them leverage the brand name as such.” That might be the case, but the reality is that Coca Cola’s Thums Up still rules the market at the number one position – and there is no gain saying the fact that Coca Cola remains the master of understanding the Indian youth.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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