Stoney Tangawizi:

The Repositioning

Concept

Reposition Coca Cola’s Stoney Ginger Beer in

America, Targeting the Indo Caribbean Diaspora

Market.

Current State of the Market

○ Soda companies are struggling

○ Movement toward healthier choices

○ People are choosing juices, teas and water over soda

Stoney Tanga-what??○ Ginger Beer , non-alcoholic

○ Known is some markets as Stoney Tangawizi

○ Distributed in by Coca Cola

○ Current Market : Southern Africa, Biggest Market is South Africa

○ Described as being biting “Kwetsa”

Stoney Tanga-what??○ Very successful in Southern Africa.

Situational Analysis

Strengths• Diversifies product mix• Open diaspora market• High Category Recognition

among diaspora market

Weaknesses• No brand recognition

• Stronger flavor than American sodas

• Limited target market

Opportunities• New jobs in bottling plants• Potential American market• Open the American market for

other international sodas

Threats• Home Brews

• Redd’s• Increased Health Concerns

S.W.O.T

Situational AnalysisIndo – Caribbean (IC)

People of mixed heritage including Native, Indian, African, European and Asian. These people are

concentrated in the Island Nations of the Caribbean Sea.

Situational Analysis○ About 22 million IC live

in the US , 3 million are foreign born

○ High population density in New York, Florida,

New Jersey, Connecticut,

Massachusetts, Georgia, Pennsylvania, Maryland

and Washington, D.C.

Situational AnalysisBrand Comparison

Stoney Redd’s Extra Ginger Brew Home Brews

Flavor Biting Ginger flavor, sweet Various/Inconsistent

Availability Online Only Most Grocery Stores Ingredients Widely Available

Brand Recognition NoneHigh Among Indo

Caribbean Population

High Among Indo Caribbean Population

Packaging Dark and Dated Tropical None

Repositioning

In America, Stoney should be sold in glass bottles. This will make the soda

seem premium. Also this will allow the soda to compete on the shelf.

Repositioning○ Ads targeted in communities with

high IC populations

○ Distribution Nationwide

○ Priced Competitively with other Coke Beverages, $1.50 - $2.00 depending on retail outlet

○ Radio & Television spots on local stations like ABC and CBS

○ Twitter, Instagram and Pintrest

Repositioning

Radio Transcript1. Whatcha drinkin’?2. Stoney Tangawizi

1. Tanga-what?2. Stoney Tang-a-wizi , taste it

1.Whoa that’s got bite2. Kwetsa! Yea that’s the real ginger taste

3. Huh? Mmm that’s good, what’s it called again? Tanga…

4. No just Stoney is fine.

…Calling it Stoney claims it in an American context.

Financial Forecast• Best case scenario: All 22 million IC’s drink 1 can

of Stoney in one year. • Coke spent 7% of sales on advertisement.

Following the same logic:• Coke has $8.1 mil to establish the bottling plant,

for safe measure.• These are funds coke would allocate for the

repositioning.

22 mil x 1.75 = 38.5 mil in sales38.5 mil x 0.07 = 2.69 mil. promotional budget

2.69 mil + 8.1 mil = 11 million dollar project

Market Situation vs. Plan

This sounds good…right? There are a few questions that need to

be answered.

But isn’t the soda market declining?Yes , BUT….

Ginger has lots of health benefits:o Protects Your Livero Heals Ulcerso Prevents Neuronal Plaqueo Settle Upset Stomach

Stoney may be a source to potential aid in some of these benefits

Why target the Indo Caribbean market?

o They both drink ginger beer

o Indo Caribbean usually make it for holidays. o Will purchase for

convenience.

The Indo-Caribbean market and Southern African markets share a similar palates.

What does coke gain from this?

• New market share

• New bottling facility

• Create jobs → Goodwill

Why will this be successful?

• Primary Data responded “We buy Reed’s but homemade is better.”

• Flavor profile of Stoney is closer to Home Made.

• Stony Facebook Page

Conclusions and Questions

• There is an open diaspora market for Stoney. • Coke can create new jobs with a bottling plant.

• Potentially open other markets for international sodas.

DON’T YOU WISH YOU COULD TRY SOME STONEY?

YOU CAN!!!!!!!!!!!!

Sources○ http://

online.wsj.com/news/articles/SB10001424127887323783704578245973076636056

○ https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcTFNuC7W7KikWq2KDqcKNtLkwZmRhb-8v-dYzkgLU01xPtKnWrf

○ http://www.cocacola.co.za/brands/stoney.html○ http://www.youtube.com/watch?v=GbyMJTMDh8k○ http://

www.ibtimes.com/caribbean-americans-invisible-minority-seeking-identity-affirmation-795709

○ http://www.esquire.com/drinks/rye-and-ginger-ale-drink-recipe○ http://www.livestrong.com/article/549461-top-ten-benefits-of-ginger/○ http://www.asymco.com/2013/11/04/do-ads-work-the-ad-budgets-of-

various-companies/

○ Primary Date Respondents: Lyrechel Galarza, Khary Popplewell, Perrine DeShield, Skye Wilson, Kevin Borgella, Theo Derron