Round 1 - HCCB Case Challenge

By:
Team Name : Trilemma
Harshvardhan Patil, Reeya Suri, Srishti Khosla
 Challenges deep-dive
Focus Segments
Focus sales of Juices (Rs.
10,000 crore market share)
towards Age Groups of 5-16 &
40+
Majority Indian population lies
between 20 - 30, who prefers
carbonated drinks accounting to
Rs. 18,000 crores.
Focussing on healthy beverages
for all ages that can be used
regularly (to shift towards ‘at
home’ marketing dynamics).
Expansion &
Acquisition
Expanding on the D2C channels
with Swiggy and Dunzo, coca
cola can introduce adding their
logo on the swiggy food
packages to increase the
constant visibility to the
customers. (Ref. to ‘Chart 1, A)
Vending machine of soft drinks
in crowded areas like , office
buildings, playgrounds etc
Getting ahead of
Competitors
Setting-up campaigns in rural
areas who lack access to such
products, through different offline
and online channels through Bus
banners, auto rickshaws,TV,
announcements through radios on
local channels specific to rural
areas). Some local brands like
Bovonto, Jayanti Cola, Soyso,
have a 24% market share, by
which they’re able to deep
distribute locally.
 Innovative Strategies

➔ Providing free samples of their products to

entice consumers habitual demand with their
meals from food delivery apps in India.
➔ Target consumers at home through special
Chart 1 advertisements on OTT platforms (Netflix, Zee5,
Amazon Prime etc).
➔ Promote the fruit based drinks and other drinks
as immunity building drinks.
➔ Using unique advertisement activation
techniques for example, for the post pandemic
times, we can link the product to advertisements
like ‘mothers forcing their children to drink a
healthy beverage everyday during the pandemic
to keep their immunities high’. This way people
Chart 2 will be able to relate to the situation.