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Coke

Coke

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Published by chayanikaduta

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Categories:Types, Business/Law
Published by: chayanikaduta on Jan 19, 2010
Copyright:Attribution Non-commercial

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08/28/2010

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Coke: Reaping theCoke: Reaping theBenefits of Going RuralBenefits of Going Rural
:
resentedBy
:
resentedBy
.
roupNo5
.
roupNo5
 
 Thand Matlab Coca Cola Thand Matlab Coca Cola
BackgroundBackground
Coke made a comeCoke made a comeback in 1993 afterback in 1993 afterits forced exit inits forced exit in1977.1977.
1998 onwards, the1998 onwards, theIndian Urban ColaIndian Urban ColaMarket gotMarket gotsluggishsluggish
Go RuralGo Rural
In 2002, CokeIn 2002, Cokestarted wooingstarted wooingRural IndiaRural India
Challenges:Challenges:
DistributionDistribution
Lack of Lack of InfrastructureInfrastructure
 
Go Rural StrategyGo Rural Strategy
3 A’s :3 A’s :
 –
Availability: Village retailersAvailability: Village retailers
 – –
Affordability: “ Thanda Matlab –Affordability: “ Thanda Matlab –PAANCH”PAANCH”
 – –
Acceptability: Advertisement inAcceptability: Advertisement indilectsdilects

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