Coca-Cola India's Frozen Dessert Plan Heats Up Competition
In November 2017, Coca-Cola India Private Limited (Coca-Cola India) laid out a plan for the next summer-the introduction of a whipped frozen fruit dessert. Minute Maid Perfect Fruit, which Coca-Cola India planned to launch in India's top 10 cities in 2018, was to be an extension of the company's Minute Maid brand. Coca-Cola India also intended to expand Maaza, its fruit drink brand, with two new variants. These extensions were to be part of the company's strategy to launch a line of Beverage Plus products. Although globally, the parent company first began testing Perfect Fruit in Australia, the frozen dessert market in India would be the first to witness its full-scale launch. The company planned to launch the products at high foot-traffic retail outlets and popular locations for young people. If Coca-Cola India chose to make a foray into the frozen desserts segment, what strategic capabilities could it leverage? What possible obstacles to success could arise in the new product categories? What branding strategies could the company use to promote its products in this segment? Which market segments should the company target? What were the pros and cons of entering this segment? Most importantly, was it the right time to enter this market segment? Sandeep Puri is affiliated with Asian Institute of Management. Shreya Gupta is affiliated with Institute of Management Technology, Ghaziabad.