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  • Coca-Cola 4P's of RM by Nishant

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    Coca-Cola conducted a survey in 2001 that found rural residents often shared 300ml bottles and considered the Rs. 10 price too high. To target the rural market, Coca-Cola in 2002 launched smaller 200ml bottles priced at Rs. 5 and announced it would push these bottles more in rural areas, as rural consumers are very price sensitive. They also launched a new ad campaign in 2002 featuring Aamir Khan to promote their products in rural areas.

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    Coca-Cola conducted a survey in 2001 that found rural residents often shared 300ml bottles and considered the Rs. 10 price too high. To target the rural market, Coca-Cola in 2002 launched smaller 200ml bottles priced at Rs. 5 and announced it would push these bottles more in rural areas, as rural consumers are very price sensitive. They also launched a new ad campaign in 2002 featuring Aamir Khan to promote their products in rural areas.

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    7 views8 pages

    Coca-Cola 4P's of RM by Nishant

    Uploaded by

    nishantkasture
    Coca-Cola conducted a survey in 2001 that found rural residents often shared 300ml bottles and considered the Rs. 10 price too high. To target the rural market, Coca-Cola in 2002 launched smaller 200ml bottles priced at Rs. 5 and announced it would push these bottles more in rural areas, as rural consumers are very price sensitive. They also launched a new ad campaign in 2002 featuring Aamir Khan to promote their products in rural areas.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    Coca-Cola

    4P’s Of RM
    By Nishant
    Products:
    Products:
    Products:
     A survey conducted by CCI in 2001 revealed
    that 300 ml bottles were not popular with rural
    and semi-urban residents where two persons
    often shared a 300 ml bottle.

     It was also found that the price of Rs10/- per


    bottle was considered too high by rural
    consumers. For these reasons, CCI decided to
    make some changes in the size of its bottles
    and pricing to win over consumers in the rural
    market.

     In 2002, CCI launched 200 ml bottles (Chota


    Coke) priced at Rs 5.CCI announced that it
    would push the 200 ml bottles more in rural
    areas, as the rural market was very price-
    sensitive.
    Promotion:
     'Thanda' Goes Rural
    In early 2002, Coca-Cola India (CCI) launched a new
    advertisement campaign featuring leading bollywood actor –
    Aamir Khan.
    Ads:
    Thank you

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