Coca-cola is a popular brand in soft drinks. It has been ruling the heart of millions for years. Coke is an all time favorite beverage after meals. But now coca cola is coming out of its boundaries of soft drinks. After an extensive market research and R&D coca cola is now putting its step in the dairy product market. With the changing trends and changing taste, they are now experimenting with new product development and have now come up with the new flavored milk VIO.
Vio is a product of Coca-cola India. It is developed by the Gurgaon unit of Coca-cola in collation with the R&D team of Atlanta and Shanghai. The unit mostly requires milk on a primary basis and they get it from the local dairy farming community. As a result, the farmers get a noteworthy return from the company. It has a different range of flavors like Almond, Pistachio. In addition to it, the Kesar flavor is now trending in the market. This product is developed jointly with largest bottling company BIG India. This fulfills ‘Made in India, Made for India’ range of beverage innovations,” said Venkatesh Kini, president, Coca-Cola India. As milk is a most prevalent drink in India and is adorable by every age group. Hence it is profitable to enter the dairy market and try something new.
The product contains no added preservatives and has the commitment to provide the customers with the best quality flavored milk. The standard pack is 200 ml and is set at the price of 25/-. It mainly focuses on Indian market scenario and its emphasis on ‘Made in India, Made for India’ fetches the attention of most of the population. Their marketing strategy involves launching VIO at main metro cities through trade outlets and e-commerce platforms. Because these are the cities having well distribution facilities and the product can be accessible by all the people. In addition, these cities are the best place where the new product can be tested. Later the distribution throughout India will occur by Schreiber Dynamix Dairies Pvt. Ltd.
Mr. Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca-Cola India and South West Asia is looking for new heights in the product. Furthermore, he added, “VIO aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption.”
Therefore they are looking for the customer feedback so that they can take the decision on the enlargement of their business and go for more production. With this new product coca cola not only aims at growing its business but also giving a new height to its name.
Likewise, Vio in India, Coca cola also entering the markets of other continents of the world. Like fair life in the United States, and Toni and Santa Clara in Latin America, and Minute Maid Pulpy Super Milky in Asia.