Coca Colas Campaign The Coca Cola campaign in India, however, has been different from that of Pepsi,

even though they both share similar product traits. Coca Cola had a presence in India before 1977, but was subsequently forced to exit the Indian market. When the company returned to India post liberalization, it came up with an innovative communication and advertising strategy. Coca Cola has essentially been following the principle of differentiation. Coca Cola Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the companys first campaigns in India. It was remarkably well executed, and appealed both at a product level as well as at an emotional level. These ads featured celebrities such as Hrithik Roshan and Aishwarya Rai. The target segment for Coca Cola in its initial days was the youth segment and this campaign clearly connected well with the segment. However, the next advertising campaign of Thanda Matlab Coca Cola was launched with an objective to have a mass appeal. The campaign leveraged the product platform rather than the emotional platform that it had established earlier. It is however, important to note here that Coca Cola made some exceptions for India. The company has similar marketing strategies across geographies and usually doesnt depend on celebrity endorsements. But given the great fan-following, and in adapting to the Indian context, the company had to initially deviate from its set charter. However with the current campaign of Open Happiness, Coca Cola seems to have achieved both an emotional as well as a mass appeal. There is a very natural connect with the target segment, that of celebrating every day, and sharing small moments of joy with our loved ones, irrespective of any barriers.

TECHNIQUES FOLLOWED BY COKE INDIA The techniques followed by coke India is Buy-One-Get-One-Free (BOGOF) because during previous days coke followed the strategy that Buy two 2L bottle of coke and get one 1L bottle free. Apart from this coke followed the strategy of NEW MEDIA in which a special code is at the back of the cap and which u have to message to a specific number and then there will be a lucky draw out of it. Then coke also followed the system of providingVouchers and coupons in which the person has to collect certain number of coupons and present it to shopkeeper in order to get the bottle of the coke free. Coke is also following the Joint promotions eg coke is having a promotion with dominos where u buy the DOMINOS PIZZA then the consumer gets the coke 500ml bottle free. MOBILE MARKETING through this company usually provide offer to the customer and sending sms through the collected database.

HOW COCA COLA DID IT IN INDIA

Innovative marketing at its best can be understood from Coca-Cola Indias venture into rural India in the year 2002, with an innovative promotion and marketing strategy that differentiated it from its competitors. Three As of marketing.

Availability
The centralized distribution system of transporting the product directly from the bottling plants to retailers, as used in urban market was futile for rural market which resulted in innovative Hub and spoke distribution system. The stock was transported from the bottling plants to hubs and then from hubs to spokes (situated in small towns) and from spokes to retailers who catered to the demands in rural areas. A well designed marketing strategy with strong and efficient supply chain and logistics ensured Coca-Colas presence with increase in coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003.

Affordability
A survey by Coca-Cola in 2001 revealed that 300 ml bottle priced at Rs 10/- was not popular with rural and semi-urban price sensitive customers. In reply to that, Coca-Cola launched 200 ml bottles (Chota Coke) priced at Rs 5/- . Coca-Cola achieved affordability by economies of scale. Then the next big task at hand was increasing brand awareness among the target segment in rural areas.

Acceptability
Coca-Cola backed up its pricing and distribution by extensive marketing in the mass media and outdoor advertising. Hoardings with painted name Coca-Cola on the compounds of the village residence, participation in annual haats and television commercials (TVCs) on Doordarshan were all set to mark Cokes presence in a big way. TV commercial for North Indian people referring Coca-Cola as thanda was flooded on television with Amir Khan as brand ambassador. Progressive advertising ensured easy brand recall and top of mind awareness among customers.