Welcome to Case Study

Analysis
From
Mr. Chandan A Chavadi
Campus Head, INC-Davangere
 Facts and Figures
 Huge untapped rural market
 Increasing aspirational levels of rural masses
 2.8 lts/year – Rural consumption
 7.4 lts/year –Urban consumption
 Coke total sales – 30% from rural market
 Pepsi total sales – 15% from rural market
 Price sensitivity of rural people
 Reluctant to accept the product
 SWOT Analysis
 Strength * Weaknesses
1) Good distribution N/w 1) Price
2) Rich in Financial 2) Product
Resources
3) Brand Image
4) Non electric chilling

 Opportunities * Threats
1) Low penetration 1) Alternative beverages
2) Competition
3) Consumer Behavior
 Issues

 Why the customers should buy the product?

 What value proposition need to be delivered to
the customer?
 How to make the product available in rural
market?
 Key Issue
 How to increase market penetration in Rural
markets?
 Case Analysis

Affordability
Availability
Small bottle
Economical
at Rs 5/- Acceptability Logistics
Influencing CB Hand cart,
Ads – celebrities mules, cycle
rickshaw
Melas