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COCO COLA CASE STUDY
Transcript of COCO COLA CASE STUDY
India's Thirst for the Rural Market Presented By: NIKHIL PILLAI RURAL MARKET
SCENARIO Coca-Cola (Coke) COKE RURAL
INITIATIVE CCI’s RURAL MARKETING STRATEGY FUTURE PROSPECTS OF
COKE According to industry estimates 70% of
population engaged in agricultural activity.
700 million people (Aug. 2002).
1/3rd of country's GNP.
450 districts, 6,30,000 villages approx.
Rural India is also characterized by growing affluence: agricultural output increasingly to early 215 millions tonnes in 2004 compared to 176 millions in 1991.
Typically village retail environment consists of
5-8 kirana shops. COCA-COLA IS THE MOST POPULAR AND HIGHEST-SELLING SOFT DRINK IN HISTORY, AS WELL AS THE BEST-KNOWN PRODUCT IN THE WORLD.
Coca-cola has a truly remarkable heritage. From a humble beginning in 1886, it's now the flagship brand of the largest manufacturer, marketer and distributor of non alcoholic beverages in the world. HISTORY OF COKE IN INDIA In India, Coca-Cola was the leading soft-drink till 1977 when the government policies necessitated its departure.
Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. THANDA GOES RURAL In 2002, CCI launched a new advertisement campaign-
Featuring Bollywood star Aamir Khan.
Tagline – ‘Thanda matlab Coca-Cola’.
Targeted at rural, semi urban customers.
Idea was to position Coca-Cola as a generic brand for cold drinks.
CCI began focusing on the rural market in the early 2000s in order to increase volumes. CHALLENGES FOR COKE AFFORDABILITY ACCEPTABILITY ADVERTISING STRATEGY Commercials showed progression in associating ‘Coke’ with ‘Thanda’ in a rural/semi urban context.
Ad 1 - Tapori – connection of coke with thanda was made.
Ad 2 - Hyderabadi shopkeeper – shopkeeper equates the word thanda with Coca-Cola.
Ad 3 - Punjabi farmer – when one asks for thanda, one would get coke. Priced its product from Rs. 10 to Rs. 5,
in order to bridge the gap between
coke and other local options.
Concentrated on local forms of
entertainment like mandies, haats and
Made huge investments in
infrastructure for distribution and
The decision was not surprising... Rural Market is more comfortable... ISSUES TO FOCUS