COCA COLA
Thirst for Rural Market
Thanda Matlab Coca-Cola
In early 2002, Coca-Cola India (CCI) launched a new advertisement campaign
featuring leading Bollywood actor - Aamir Khan. The advertisement with the tag line -
'Thanda Matlab Coca-Cola was targeted at rural and semi-urban consumers.
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Reasons for CCI
focusing on Rural
Market in India !
Reasons
Va s t s i z e a n d l a r g e NEW PROPOSAL
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Rural Market deseruisse ut nec.
Increasing standard of ANALISYS
living and purchasing In facete putant oportere sit, eu ius nibh graeco,
power of rural people ad pri clita dicunt.
Flat Sales in the urban
areas C O N TA C T U S
Ea mea quodsi aliquid sadipscing. Sint nihil sit
cu, eam ad modus inermis.
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CCIs Rural Marketing Strategy
AVAILABILITY AFFORDIBILITY ACCEPTABILITY
Availability emphasized on the availability of the product to the customer
Affordability focused on product pricing
Acceptability focused on convincing the customer to buy the product
AVA I L I B I L I T Y
BOTTLING PLANTS TO HUBS
The company used large trucks for transporting stock from bottling plants to
hubs
HUBS TO SPOKES
Medium commercial vehicles transported the stock from the hubs to spokes
SPOKES TO RETAILERS
For transporting stock from spokes to village retailers the company utilized
auto rickshaws and cycles
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2003
DISTRIBUTION
EFFORTS INCREASED
CAPACITY
Added 25 production lines and doubled its
glass and PET bottle capacity
SUPPORT TO
RETAILERS
Distributed around 2,00,000 refrigerators
to its rural retailers
TRANSPORTATION
Purchased 5,000 new trucks and auto
rickshaws
2004
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300 ml bottles of Rs 10/- were not popular with rural and
semi-urban residents as they were considered too high by
AFFORDIBILITY rural consumers.
CCI launched 200 ml bottles (Chota Coke) priced at Rs 5
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HOARDINGS IN VILLAGES
PAINTED NAME ON
RESIDENCES
A C C E P TA B I L I T Y WEEKLY MANDIES
ANNUAL HAATS & FAIRS
TELEVISION COMMERCIALS
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CCI launched three commercials featuring Aamir Khan aimed to
make rural and semi-urban consumers connect with Coca-cola
The commercial aimed at making coke a generic name for
Thanda
TVC The first ad featured Aamir Khan as a tapori
The second commercial in the series featured Aamir Khan as a
Hyderabadi shop-keeper
The third commercial featured Aamir Khan as a Punjabi farmer
who offers Coca Cola to ladies asking for Thanda
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A rural customer is very conscious of value
for money
Key Focus Rural customers do not trust the outsiders
easily
Areas Rural customers are more brand loyal than
while targeting urban customers
The rural customers involvement in
Rural purchase of any product is high
Traditional values, customs and perceptions
Consumers have a stronger hold on the rural customers
than urban customers
Urban Marketing campaign should
associate with the lifestyle of the people. In
urban India, people generally purchase
Coca-Cola for party purpose or a
NEED FOR complimentary beverage. So
advertisements are more oriented towards
DIFFERENT large quantity packings. Ex. Life ho to Aisi
campaign by Coca-Cola
MARKETING Rural Marketing campaign should create
value for rural consumers to change their
CAMPAIGNS perception and preferences. This segment
primary need was out-of-home thirst
quenching and the soft drink category was
undifferentiated in the minds of rural
consumers
ISSUE TO A company has to address several
FOCUS ON TO problems before it can sell its products
successfully in the rural market. These
include:
CAPTURE Physical distribution
RURAL Channel management and
Promotion and marketing communication
MARKET
THANK YOU!
ANY QUESTIONS?
