Coca-cola marketing strategies in

india
Introduction

 Coca-cola is one of the most widely known trade

mark of the world
 It was their in india till 1977 but due to strong
resentment against MNC’S
 It was re-launched again in 1993
 It has more than 230 beverages to its portfolio
Core Brand in India

Product line soft-drink:

 Coca-cola
 Sprite
 Fanta
 Diet coke
 Limca
 Maaza
 Thums up
Segmentation

 Demographic

 Psychographic

 Geographic
Target market

 Diet coke: weight consciousness

 Maaza: kids , juice loving people
 Sprite: young people
 Thums-up: confident, mature and uniquely
masculine attitude people
 Fanta: girls, ladies
 Positioning

It consist functional positioning strategy

emphasize on :
 Price
 Quality
 Product feature
 Positioning map

 taste

Low calories High calories

tasteless
 expensive
Maaza, diet coke

dissatisfaction satisfaction

Inexpensive
Marketing-mix

It consist 4ps
 Product
 Price
 Place
 Promotion
Product

 It consist of various brand packs and flavor

 It product strategy promote all brand
available in brand pack
 And also introduce the product in new flavor
price

 To effectively achieve the stable balance

between sales and covering the production
cost
 Company has priced the product same as
that of its major competitor of the market
leader
Place
Distribution channel:

Supply chain of coca-cola

C & F agent

Distributor

Retailer customer
Promotion

 Top line promotion: T.V ads, banner,

celebrity

 Bottom line promotion: promotion schemes,

publicity material