New Delhi: With Coke undertaking a product portfolio expansion in India, Coca-Cola India is poised to foray into the dairy sector. The global beverage giant is reportedly evaluating the addition of flavoured milk and milkshakes to its Indian portfolio.
Product evaluations are currently underway, with possible product launches speculated at three years from now, which would be accompanied by a formal announcement of the company's foray into dairy based products, according to sources. The company is already present in dairy based products in some of its international markets.
To strengthen its product portfolio, the company would most likely add variant additions to its existing line, along with brands from its global portfolio, and foray into categories where the company is not yet present in the rest of the world.
The objective is to identify the brand as a total beverage brand offering anything that is non-alcoholic and ready to drink.
The company also announced plans of repositioning the brand, unveiling a new umbrella campaign developed by McCann Erickson. Coke's 'five-pillar strategy' for the company focuses on portfolio, people, planet, partners and performance, with each of these being a drop of a larger vision aimed at mutual growth.
The new campaign has the tagline 'Little Drops of Joy', and is to be a tribute to valuable inputs of the company's stakeholders, depicting what the company stands for.