Coke’s initiatives for the future could be looked upon as a classic case of Brand Overhaul.
In the recently concluded All India Bottlers Meet in Bangalore, Coke gave impressions of distancing itself from Carbonated Soft Drinks (CSD) in the future. Sounds surprising? It seems to be true, for Coke has given hints of shedding its fizzy image in the US and India.
In the years to come, the drinks’ fizz would have gone as the company is seriously considering overhauling its portfolio. The Company has begun to talk about milk-based products, coffee-based flavors, ice cream colas, Indianised drinks like Aam Panna, etc.
To make an impact, the company seems to be hurrying into things and looking to launch a few products this summer! The change in its portfolio could be due to the company’s controversies, such as the pesticide and the Land water crisis in Kerala’s Palakkad district.
Coke seeks to combine carbonation in everything from ‘purified water to tea,’ which is the aim of the company- to target the international markets and cause a reversal of fortunes for its stocks that have witnessed a lean phase in the past year!