Product Re-launch: Georgia Coffee and Tea Pre-Mixes

PBM GROUP PROJECT REPORT

Submitted By:

Akanksha Sharma(4)

Humayun Ali(17)

Manu Choudary(22)

Mitika Nangia(23)

Nikhil Rawat(26)

Rajnandan Kumar(28)

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Table of Contents

S.No. Contents Page No.

1. Executive Summary

2. Introduction to the Project

3. Background of the Industry & the Organization

4. Project Methodology

5. Observations/Findings

6. Recommendations & Conclusions

7. Appendix

8. References

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Introduction

A. Company

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer

and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered

in Atlanta, Georgia. The company is best known for its flagship product Coca-Cola, invented in 1886. The

Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler, who incorporated The Coca-

Cola Company in 1892. The company operates a franchised distribution system dating from 1889 where

The Coca-Cola Company only produces syrup concentrate which is then sold to

various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns

its anchor bottler in North America, Coca-Cola Refreshments.

The company sells beverage products in more than 200 countries. The report further states that of the

more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing

the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion (the latest

figure in 2010 shows that now they serve 1.6 billion drinks every day). Of these, beverages bearing the

trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the company's total gallon sales.

Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:

43% in the United States

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37% in Mexico, India, Brazil, Japan and the People's Republic of China

20% spread throughout the rest of the world

In 2010, it was announced that Coca-Cola had become the first brand to top £1 billion in annual UK

grocery sales.

Throughout 2012, Coca-Cola contributed $1,700,500 to a $46 million political campaign known as "The

Coalition against The Costly Food Labeling Proposition, sponsored by Farmers and Food Producers" . This

organization was set up to oppose a citizen's initiative, known as Proposition 37, demanding mandatory

labeling of foods containing genetically modified ingredients. In the aftermath of the proposition's

defeat at the polls, backers called for a boycott of companies that contributed to the opposition

campaign.

Mission

“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and

serves as the standard against which we weigh our actions and decisions.”

•To refresh the world.

•To inspire moments of optimism and happiness

•To create value and make a difference

Vision

“Our vision serves as the framework for our Roadmap and guides every aspect of our business by

describing what we need to accomplish in order to continue achieving sustainable, quality growth.”

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy

people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual,

enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable

communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

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Values

“Our values serve as a compass for our actions and describe how we behave in the world.”

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well

Products in the company’s portfolio are as follows:

1. Diet Coke- Diet Coke (also known as Coca-Cola light in some countries) has become the world's

third largest soft drink.

2. Thumps up- It is the largest selling soft drink in brand in India. Originally introduced in 1977,

Thumps Up was acquired by The Coca-Cola Company in 1993.

3. Sprite- Sprite is a ‘Clean Lime’ drink. Sprite has not only established itself as a brand which

successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and

straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today

Sprite is one of the top two sparkling soft drinks in the country.

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4. Fanta- It is the ‘orange drink’. Fanta entered the Indian market in the year 1993. Perceived as a

fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not

just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.

5. Limca- Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon

Segment. The success formula is the sharp fizz and lemoni bite combined with the single minded

proposition of the brand as the provider of "Freshness".

6. Maaza- Maaza has today come to symbolize the very spirit of mangoes. Universally loved for its

taste, color, thickness and wholesome properties, Maaza is the mango lover's first choice.

7. Minute maid Pulpy Orange- One of the world's largest juice and juice drink brands. The history

of the Minute Maid brand goes as far back as 1945 when the Florida Food Cooperation

developed orange juice powder. They branded it Minute Maid, a name connoting the

convenience and the ease of preparation (in a minute)

8. Minute maid Nimbu fresh- Launched first in South of India in January 2010, Minute Maid Nimbu

Fresh, started refreshing the whole of India by April 2010

9. Kinley- Kinley water comes with the assurance of safety from The Coca-Cola Company. That is

why we introduced Kinley with reverse –osmosis along with the latest technology to ensure

purity of our product. Because we believe that right to pure, safe drinking water is fundamental.

10. Kinley Soda- Launched in 2002 Kinley soda today is no.1 national Soda brand.

11. Georgia Gold- Introduced in in 2004, the GEORGIA Gold range of tea and coffee beverage is the

perfect solution for your office and restaurant needs!

Retail & Distribution

The Coca-Cola Company in India is governed from its corporate office located at Ghaziabad.

This office manages the working of five zones covering whole of India.

The different and segregated zones are:

1. Northern zone,

2. Eastern zone,

Western zone,

4. Southern zone &

5. Andhra Pradesh zone.

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These zones are divided into various plants and offices which govern the area assigned to them. The

areas are the various distribution centres consisting of Distributors and Carry & Forward agents. Further

down the distribution chain comes, the retailers/customer for the company's product. They receive

goods from distributors and C&F agents.

Finally consumer is the buyer accessing the product from the retail shops or having them delivered to

their homes.

The Coca-Cola Company typically has its reach taking its products to billions of people all around the

world using wide distribution networks. In India, the pace and speed at which Coca-Cola has widened its

business is truly amazing. Distribution network remains the biggest strength of the company.

B. Industry

As the economy continues to slowly improve, a wave of significant change is moving through the

beverage industry redefining how companies grow, operate, and manage risk. Rapidly advancing

technology is driving much of the transformation, providing opportunities to explore new ways of doing

business, and to better understand and engage with consumers. However, technology does not come

without challenges, exposing companies to new areas of risk and vulnerability.

And, while technology is accelerating the rate of change, several other disruptive forces are contributing

to the transformation. From tech-savvy millennials to aging boomers, the ways in which consumers

gather information about what they want to purchase, the factors influencing their purchase decisions,

and their loyalty to a brand or product are all up for grabs. On top of that, food and beverage executives

are confronting the cost and impact of the many risk and regulatory issues that government and other

regulatory bodies are putting into place.

The respondents to KPMG’s 2013 Beverage Industry Outlook survey indicate the most significant impact

is being made by engaging consumers through digital channels and social media. But the back office is

also evolving, as almost two-thirds of survey respondents say they have adopted, or plan to adopt, cloud

computing technologies into their business strategies and operations. Executives are also realizing the

boundless potential offered by data and analytics in gaining customer insights and making better

decisions.

This year’s survey confirms that the industry continues to make positive improvement, with most

expecting continued increases in revenue, both this year and in the coming year. They acknowledge

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pricing pressures as potential growth barriers and consider volatile input costs and discounting prices as

the most significant threats to profit margins.

C. Product of Study

We have taken our product as Georgia Tea and Coffee and under that we have taken the coffee and

tea premixes which are provided by the vending machines. We would be discussing about the decline

of the product in 2008 followed by its re-launch in the year 2012.

Georgia

Georgia is a tea and coffee solution brought to its consumers by the Coca-Cola Company.

The company has launched Georgia as the ready to drink brand priced at Rs 4-5 back in 2002.

GEORGIA Gold was launched in 2004. It is part of the non-carbonated beverage portfolio of Coca-

Cola India . Under this brand, beverages are dispensed from machines, but not in the canned

format. The coffee is freshly brewed from roast beans with variants like cappuccino, caffe latte,

mochaccino, espresso etc. Other beverages, such as tea or hot chocolate, may also be offered from

the same machine. The brand in India also features machines that dispense Iced Tea (Lemon &

Peach) and Cold Coffee.

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Georgia Tea & Coffee are served in McDonalds India. Their unique blend and dairy whitener coffee

fits in perfectly with McDonalds quality standards.

Assured quality product

Great taste

Dependable service

Best in class equipment

Freshly Brewed Coffee- every cup of freshly extracted Cappuccino and Americano uses Georgia’s

Medium Dark blend of Arabica and Robusta beans. The beans are sources from plantation in South

India and are delivered to offices in sealed pouches for their customers to have a delightful

experience.

Coffee and Tea premixes- Another product that Georgia has is the coffee and tea premixes which

are again provided through the vending machines. Under this the ingredients are already mixed and

the final coffee is provided through Georgia’s own vending machines.

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They operate Business to Business (B2B) by selling their vending solutions through the business to

business distributors. Their vending solutions are present in major metros. Their clients represent

diverse offices from across industries – IT/ITES, BPOs, Telecom, Banking and Financial Services, FMCG,

consumer durables and heavy industries.

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Methodology

The project initially required us to select a brand or product for studying the product and brand aspects involved in it. The selection of Georgia premix tea and coffee was done after deliberations with the faculty, team members and peers. It was selected based on marketplace visits, secondary sources and keeping in mind the availability and accessibility of a stakeholder from the company for an interview.

After selecting Georgia premix tea and coffee, we studied the history of the brand and the company thoroughly with the help of secondary sources. The evolution of the brand, strategies adopted by the company and the challenges faced were analysed by conducting an in-depth interview with the Senior Sales Executive of the company

Then, we applied various product and brand management concepts like product life cycle (PLC), importance of product portfolio, STP and 4P’s to evaluate the information collected.

The research about Georgia premix tea and coffee was done through both primary and secondary sources.

A. Primary data collection

Primary research involves collecting data about a given subject directly from the real world. Primary research is any type of research that you go out and collect yourself. Examples include surveys, interviews, observations, and ethnographic research.

Conducting primary research is a useful skill to acquire as it can greatly supplement your research in secondary sources, such as journals, magazines, or books. You can also use it as the focus of your writing project. Primary research is an excellent skill to learn as it can be useful in a variety of settings including business, personal, and academic.

Many types of primary research exist:

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Interviews: Interviews are one-on-one or small group question and answer sessions. Interviews will provide a lot of information from a small number of people and are useful when you want to get an expert or knowledgeable opinion on a subject.

Surveys: Surveys are a form of questioning that is more rigid than interviews and that involve larger groups of people. Surveys will provide a limited amount of information from a large group of people and are useful when you want to learn what a larger population thinks.

Observations: Observations involve taking organized notes about occurrences in the world. Observations provide you insight about specific people, events, or locales and are useful when you want to learn more about an event without the biased viewpoint of an interview.

Analysis: Analysis involves collecting data and organizing it in some fashion based on criteria you develop. They are useful when you want to find some trend or pattern. A type of analysis would be to record commercials on three major television networks and analyze gender roles.

Georgia-Primary Data Collection

The primary data collection about Georgia tea and coffee was done by interviewing one of the stakeholders of the Coca Cola Company. The in-depth interview was conducted at the Coca Cola office in Gurgaon by three of our team members. Mr. Bipin Jaiswal gave the interview and he is the Senior Sales Executive for the commercial beverages division in Coca Cola. He joined the company in 2006 and was involved in developing the marketing strategy for Georgia tea and coffee after its relaunch in 2012. He showed us the vending machines of Georgia tea and coffee to provide an insight about its functionality and design and these machines were placed in the office canteen.

B. Secondary Data Collection

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Also known as desk research, secondary research is the most common research method employed in the industry today. It involves processing data that has already been collected by another party. With this form, researchers will consult previous studies and findings such as reports, press articles and previous market research projects in order to come to a conclusion. The relatively low expense in comparison to primary research is the main advantage of this research as no new research needs to be commissioned. However, its main disadvantage is that the data used in the analysis may be out-dated and therefore return inaccurate results. Furthermore, previous studies may not have targeted the exact issue that the current research requires.

Secondary sources include the following:

Public sources. These are usually free, often offer a lot of good information, and include government departments, business departments of public libraries, and so on.

Commercial sources. These are valuable, but usually involve cost factors such as subscription and association fees. Commercial sources include research and trade associations, such as Dun & Bradstreet and Robert Morris & Associates, banks and other financial institutions, and publicly traded corporations.

Educational institutions. These are frequently overlooked as valuable information sources even though more research is conducted in colleges, universities, and technical institutes than virtually any sector of the business community.

Public Information SourcesGovernment statistics are among the most plentiful and wide-ranging public sources.

Georgia-Secondary Data Collection`

The information related to the brand was studied with the help of secondary sources like press articles, reports, previous research projects to arrive at a conclusion. The company website of Georgia provided information related to the product portfolio and the vending machines.

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Results/Findings

The research on Georgia premix tea and coffee has yielded certain results which we have tried to

connect with the various concepts studied in product and brand management.

SWOT analysis of Georgia

Strengths

Vending equipment and spares are directly managed by Coca Cola

Centralized customer relationship management

Employee engagement by Coca Cola

Wide range of product portfolio

Use of dairy whitener which improves the hygiene and reduces the costs associated with

wastage

Weaknesses

Absence of brand tagline resulting in low brand awareness

Passive Georgia India website and online engagement platform absent

Non availability of product in-house and retail

Cost of vending machine higher than others

No cafe or kiosks

Opportunities

Expanding the business from B2B to B2C with special focus on premix

Increasing working class and urbanization leading to more preference of premix

Increase in usage occasions

Tea and coffee continue to top the beverage industry

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Threats

Highly cluttered market

Price competition

Increasing media spends by competitors like Nescafe, Lipton etc

Regular expansion of product portfolio by top players

Importance of marketing mix and product portfolio

The Marketing mix of any company presented as value proposition to consumers plays an important role

in its performance. The mix needs to be strategic, dynamic, and sensitive to the changed taste and

preferences of consumers. This in turn is in response to demographical, geographical, and psychological

factors, as well as government regulations and other global market forces. In the global marketplace

that sees severe competition, it is very important for the companies to offer great variety (portfolio) of

products with high quality, and which are produced cost effectively. In the process global firms should

be able to improve the relationship they build with all the stake holders, resulting in sustainable growth

with better financial performance and enhanced brand equity.

Product life cycle

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Introduction

Georgia premix tea and coffee was launched by Coca Cola. The Georgia Gold brand has been in the

Japanese market for over two decades and enjoys the highest market share in the Japanese ready-to-

drink coffee market. In India, the Georgia Gold Roast and Ground (R&G) premium hot coffee was

launched in India exclusively with McDonald's in July 2002, and has been tremendously

successful. Initially the company rolled out of the premium range of ready-to-drink Georgia Gold Ice Tea

and Cold Coffee. The new beverages had been rolled out across McDonald's restaurants in Delhi and

Mumbai in the first phase and were later made available in other cities in India. The Ice Tea is a

refreshing, non-carbonated beverage with the tanginess of fresh lemon. The Cold Coffee is a creamy full-

bodied drink, with the taste of fresh coffee and a hint of vanilla.

These beverages had been exclusively created for McDonald's by Coca-Cola India under the brand

umbrella of 'Georgia Gold'. This was part of the strategic partnership that Coca-Cola India had with

McDonald's India. It was also the first vending solution in Ice Tea and Cold Coffee that Coca-Cola has

developed for McDonald's across the system worldwide. The equipment has been developed by Coca-

Cola India R&D keeping in mind the McDonald's service standards and transactional needs, and enabled

premium Ice Tea and Cold Coffee to be dispensed in 25 seconds on an average, out of a very compact

machine. The results of the consumer tests and in restaurant trials had been very encouraging.

Growth

The Growth stage is the second of stages in the product life cycle, and for many manufacturers this is

the key stage for establishing a product’s position in a market, increasing sales, and improving profit

margins. This is achieved by the continued development of consumer demand through the use of

marketing and promotional activity, combined with the reduction of manufacturing costs. The increase

in sales and the evolution of the product from introduction to growth stage will vary from market to

market.

Georgia premix tea and coffee was sold through the vending machines. These vending machines were

exclusively sold by Coca Cola India in 2002. So, sales increased as a result of the vending machines

dispensing ready-to-drink coffee and tea. The premix tea and the vending machine had the following

advantages –

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No chances of breakdown of machine

Less electricity consumption for making the beverage

No spillage of beverage

Consistent taste and temperature of the beverage

Time taken to prepare the beverage is only 2-3 mins.

Georgia premix tea and coffee undertook several ATL and BTL activities to increase the sales in

the growth phase. The ATL activities of Georgia premix tea and coffee include advertising to a large

audience through online media and television but were only restricted to the Japanese market. In the

Indian market, they primarily focused on BTL activities.

The BTL activities of Georgia premix tea and coffee include sales promotions, social media

advertising like blogs, sponsorships and customer engagement activities. They also did bus shelter

advertising in Delhi.

Maturity

Sales of Georgia tea and coffee started to peak out and it was entering the maturity phase in 2007. Slow

consumer off take had forced Coca Cola India to alter its strategy for Georgia, its tea and coffee brand.

As the Georgia brand entered its fifth year in India, it was no longer pushed as a mass offering as was

originally intended. With the mass-on-the-go strategy failing to meet sales targets, Coke decided to push

the product primarily as Georgia Gold, its top-end coffee label, to be pitted against products offered by

coffee retailing chains like Barista, Cafe Coffee Day and Costa Coffee.

Coca-Cola India did not plan to add to the 5,000 existing vending machines for the mass offering. There

was no additional thrust on Georgia hot tea, which was vended in two flavours. Coke had launched

Georgia as a ready-to-drink tea and coffee brand priced at Rs 4 and Rs 5 back in 2002. Initial plans

included investing in digital equipment and state-of-the-art vending machines. Georgia Gold too was

launched around the same time, priced on average at Rs 15-20, and was retailed through McDonald's

outlets. But the sales peaked prematurely because of consumer preferences for freshly brewed tea and

coffee instead of the machine vended offerings, inadequate marketing efforts, and tight margins on

mass tea and coffee vending. The company planned to extend Georgia's reach by aggressively rolling out

the Georgia Gold range and by making the Georgia cold coffee and ice tea available to consumers. But

the aggressive mass marketing strategy bombed.

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Decline

In 2008, the sales of Georgia premix tea and coffee dipped and it entered in to the decline phase. The

company sold the vending machines to the retailers and distributors and over time, they started using

other coffee premixes in the Georgia vending machine. As a result, the consumer’s perception of the

brand got diluted and the market share of Georgia premix tea and coffee declined. So, the company

withdrew the product in 2008.

Relaunch in 2012

From 2008 to 2012, they withdrew all the vending machines from the market. After the relaunch in

2012, they shortlisted the distributors based on certain parameters. They only selected distributors who

had prior experience in institutional supply, mineral water supply or had expertise in water vending

machines. They did not sell the vending machines this time but only provided them on the conditional

clause that they have to use only Georgia premixes in it. So, the quality was ensured and the taste

remained consistent. So, the product is in its growth phase after its relaunch.

Ansoff Matrix

The Ansoff Matrix also known as the Ansoff product and market growth matrix is a marketing planning

tool which usually aids a business in determining its product and market growth. This is usually

determined by focusing on whether the products are new or existing and whether the market is new or

existing.

A. Product Development

In product development growth strategy, new products are introduced into existing markets. Product

development can differ from the introduction of a new product in an existing market or it can involve

the modification of an existing product. By modifying the product one would probably change its

outlook or presentation, increase the products performance or quality.

B. Market Development

It may also be known as Market Extension. In this strategy, the business sells its existing products to new

markets. This can be made possible through further market segmentation to aid in identifying a new

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clientele base. This strategy assumes that the existing markets have been fully exploited thus the need

to venture into new markets.

C. Diversification

This growth strategy involves an organization marketing or selling new products to new markets at the

same time. It is the most risky strategy among the others as it involves two unknowns, new products

being created and the business does not know the development problems that may occur in the

process.

D. Market Penetration

When we look at market penetration, it usually covers products that are existence and that are also

existent in an existing market. In this strategy, there can be further exploitation of the products without

necessarily changing the product or the outlook of the product. This will be possible through the use of

promotional methods, putting various pricing policies that may attract more clientele, or one can make

the distribution more extensive.

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In Market Penetration, the risk involved in its marketing strategies is usually the least since the products

are already familiar to the consumers and so is the established market. Another way in which market

penetration can be increased is by coming up with various initiatives that will encourage increased usage

of the product.

Georgia’s strategy

Georgia tea and coffee is following a market penetration strategy because it is competing within the

existing market with its present product. The target market for Georgia is the urban class with an

inclination for its ready-to-drink coffee beverage. They have segmented the market mainly on the basis

of psychographics like lifestyles, beliefs and values. Also, they have taken demographics like income

level in to consideration. So, even after they relaunch their target market has remained the same. As far

as the product is concerned, they provide tea and coffee in the vended version. They have only added

few variants to their existing products of tea and coffee. By and large, the product has remained the

same with consistent quality and uniform taste across all its outlets.

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Conclusion

Through above observations it can be concluded that:

1. Product Life Cycle :

Introduction Phase- The results of the consumer tests and in restaurant trials had been very

encouraging.

Growth Phase- Georgia premix tea and coffee was sold through the vending machines. These

vending machines were exclusively sold by Coca Cola India in 2002. So, sales increased as a

result of the vending machines dispensing ready-to-drink coffee and tea.Georgia premix tea and

coffee undertook several ATL and BTL activities to increase the sales in the growth phase.

Maturity Phase- Sales of Georgia tea and coffee started to peak out and it was entering the

maturity phase in 2007. As the Georgia brand entered its fifth year in India, it was no longer

pushed as a mass offering as was originally intended. Sales peaked prematurely because of

consumer preferences for freshly brewed tea and coffee instead of the machine vended

offerings, inadequate marketing efforts, and tight margins on mass tea and coffee vending.

Decline Phase- In 2008, the sales of Georgia premix tea and coffee dipped and it entered in to

the decline phase. The company sold the vending machines to the retailers and distributors and

over time, they started using other coffee premixes in the Georgia vending machine.

Relaunch- From 2008 to 2012, Coca-Cola withdrew all the vending machines from the market

and the product was re-launched in the market in 2012.

Therefore, it can be concluded that Georgia tea and coffee premix solution was introduced/launched in

the market in the year 2002,it then entered into the growth phase where several ATL and BTL Activities

were carried out which resulted in increase in sales. This was then followed by Georgia tea and coffee

entering the maturity stage because of consumer preference for freshly brewed coffee and tea over

machine vended offerings. Georgia premix tea and coffee entered the decline phase in 2008. The

product was then re-launched in the market in the year 2012.

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2. Ansoff Matrix

From the above observations it can be concluded that Georgia tea and coffee is following a

market penetration strategy because it is competing within the existing market with its present

product.

3. BCG Matrix

From the findings it can be concluded that Georgia premix tea and coffee lies in Dog Category.

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Recommendations It should avoid existing partnership with some brands like PepsiCo

Advertisement should be focused upon. There is a very small segment of the consumers who are

aware of the brand “Georgia” and even if they have heard of it ,hardly anybody is aware that it

is a product of Coca-Cola Company. Along with advertising it should also focus on other brand

elements such as its spokesperson and logo which looks similar to Nescafe’ .

Surprise checks/visits should be done on a regular basis at the various outlets where the vending

machines have been installed. There should be strict rules that should be applicable to all these

outlets that Georgia Vending Machines will provide the consumers with Georgia tea/coffee only.

In case the outlets carryings these machines are found guilty of providing tea/coffee dispensed

through Georgia Machines then these outlets will be subject to some kind of

penalty/punishment.

Hygiene issues should be paid heed to. For other products of Georgia such as Iced tea and Cold

Coffee he retailers should be told to keep pure supply water in a transparent bottle for the

regular customers, so that they can see that the water is clean. Also, a tie up can be made, that

for people who need even more precaution, the product can be made in- Kinley water (a coca

cola product) by charging Rs. 5 extra. Thus stimulating sales for both products.

The test marketing could have been done more effectively.

Brand Tagline-Attaching a brand tagline with Georgia like “Not just Coffee” or “Get Engaged”

would add a lot of value and recognition to the product

Café/Kiosks-Launch of cafes and kiosks by the name of Georgia which would not only serve

Georgia beverages but also food items and other beverages (under the parent company Coca-

Cola). These cafes would serve as meeting points as well as for recreational activities.

My Georgia Android Application-Launch of mobile applications like MyGeorgia App on android

and i OS, be it any kind of coffee game or virtual coffee chat room where people can engage

themselves would also add to brand value.

Cafe’ Citizen Cards for regular visits to Georgia Cafes and kiosks with which customers could

avail discounts on Georgia and other Coca-Cola products. This would help in building brand

loyalty.

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Appendix I-Open Ended Questionnaire (For Stakeholder Interview)

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Q1. Tell us something about the product itself

Q2.What were the strategies adopted by your company(in terms of STP) ?

Q3.What were the challenges faced by the company after the launch of this product?

Q4.Did you test market the product?

Q5.What are the brand elements that you’ve used?

Q6.What are the learnings that you have transferred from Georgia entering the decline phase in

2008 to the point where it was re-launched in 2012?

Q7. In the current scenario where would you place Georgia premix tea/coffee on the PLC?

References

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1. Bakker, B. A. (1977), "Intemational Marketing Standardization," presentation to

European Intemational Business Administration Annual Meeting (December), 1-21.

2. Jain S C (1989), “Standardization of International Marketing Strategy: Some

Research Hypotheses”. Journal of Marketing Vol. 53, 70-79

3. Bacon, Christopher(2008) Confronting the Coffee Crisis; Fair Trade, Sustainable livelihoods and

Ecosystems in Mexicoand Central America, MIT Press

4. Bates, Robert H (1997) Open Economy Politics: the political economy of thee world coffee trade.

Princeton University Press

5. www.thecoffeeguide.org

6. Annual ICO Report www.ico.org

7. Tea board of India www.teaboard.gov.in

8. www.upasi.org

9. Speciality Coffee Association of America-www.sca.org

10. National Coffee Association-www.ncausa.org

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