THANDA मतलब

Group Members Roll No.

Abhishek Joshi 002
Bhaskar Maurya 010
Mahika Bajpai 022
Saiyam Jain 034
Teena Wadhwani 042
 About the Case Study

● Coca-Cola targeted the Rural market and Semi-urban in early 2000’s

● Advertisement campaign featuring bollywood actor “Amir Khan”
● Position Coca-Cola as generic brand
● Flat sales in urban areas, which shifted it to rural area
● Major competitions: Water, PepsiCo, Nimbu paani, iced tea, cold coffee and
fruit juice
● Rural marketing strategy: -3A’s
 Environmental Audit
ENVIRONMENT

MACRO MICRO

Demographic Customer

Sociocultural Competitor

Technological Supplier

Legal Intermediary

Natural Company -strength and

weakness
 Type of Consumer Decision Making
● Process by which consumer gets aware
● Identify what to buy and find alternate solution
● Then,purchase decision
● Consumer Buying Decision involves a framework
● It involves solving problems faced by consumers during decision making
 Factors Affecting Consumption
➢ Cultural Factors:-
● Trends going on
● Social influence
➢ Social Factors: -
● Outside factors or influencer
● Family , social groups and reference groups
➢ Personal Factors: -
● Preferences change when situation change
➢ Economic factors: -
● Consumer income
● High income , expensive products
● Low income , low cost products
 Basis Of Segmentation
➢ Demographic segmentation:-
● Divided in groups
● Usage rate
● Population in 2002 -103 crores
● Population in 2021-1.98 billion
● Income generation
➢ Behavioural Segmentation:-
● Loyalty status
● Responses towards product
● User rate
● Buyer - readiness stage
● Benefits gained to customer
 Target Audience
● Differentiated marketing
● Niche marketing
 Positioning Strategy
● Positioning is the act of designing a company’s offering.
● Positioning requires that marketers define and communicate similarities
and differences.
● Main competitors-

1)Pepsi
2)Thumbs up
 Competitive Frame of Reference

● Competitive frame of reference of coca cola is “soft drink”

● The competitive frame of reference defines which other brands a brand competes
with and which should thus be the focus of competitive analysis
● Coca - Cola’s Dasani is a major bottled-water competitor for its Pepsico’s Aquafina
brand
● Describing the market in which you choose to position your brand
● Identifying and analyzing competitors
 POP
● Diet coke or less sugar soft drinks
● Coca - cola ‘Dasani’ water
● Sports drink
● Plant Based drinks
 POD
● Tastes sweeter than others
● Coca - Cola Zero Sugar and Diet Coke
● Pricing
 Perceptual Map

Price

Coca-cola Redbull

Pepsico

Nestle/Snapple
Brand Image

Price
Thank You