Coca Cola India¶s Thirst for the Rural Market

Presented byAbhishek Maurya Neelufar Yasmin Pradipan Ghosh Rajat Jain Rashid Ahmed Tanima Adak Vipul Jain

Coca-Cola was bought out by businessman Asa Griggs Candler .Coca Cola Coca-Cola is a carbonated soft drink sold in stores.1944). Originally intended as patent medicine when it was invented in the late19th century by John Pemberton. restaurants. and it is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27. and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries.

Limca. Citra etc:.cementing its presence with a deal that gave Coca-Cola ownership of the nation¶s top soft-drink brands and bottling network. Coca-Cola returned to India in1993. ‡ Coke¶s acquisition of local popular India brands including Thums Up. Maaza.a strategic step & success .Coca Cola in India ‡ After a 16-year absence.

70% of population engaged in agricultural activity:‡700 million people ‡1/3rd of country¶s GNP ‡450 districts. 6.30.000 villages ‡A typical village retail environment consists of 4-5 kirana shops. ‡According to industry estimates. in 2002. . the size of such stores vary depending on the size and population density of village where it serves.Rural Market Scenario µRural¶.75% population engaged in agriculture related activity.

Why Rural Market ? ‡Huge untapped market ‡Increasing income level.change in the life style ‡Urban market saturation ‡Rapid changes in buying habit ‡ Coca Cola as a generic brand of cold drinks ‡ CCI began focusing on the rural market in the early 2000s in order to increase volumes .

Advertising Strategy ‡Tapori (street smart) ‡ Connection of ³Coke´ with ³Thanda´ was made ‡ Hyderabadi shopkeeper ‡ Shopkeeper equates the word ³Thanda´ with ³Coca Cola´ ‡ Punjabi Farmer ‡ When one asks for ³Thanda´ one would get ³Coke´ .

Importance of Advertising in Rural Marketing ‡ The low level of education that creates problem in brand identification. Since they cannot read the brand names and price tags it becomes easier for the clones to launch brands similar in label and design and spoil the brand image ‡ Unscrupulous retailers are taking benefit and damaging the perception of the brands before they actually enter in to the rural market ‡ It helps in the acceptability of the product ‡ It helps in market penetration ‡ To strengthen the brand image of the product .


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