Professional Documents
Culture Documents
COCA COLA
Presented by
Rohan Kamat (P-929) Pratik Gadade (P-918) Manish Chedha (P-908) Satish Subramanian (P-956)
AGENDA
Features and Constraints of Rural Market Coke in India Coke Rural Initiatives Brand Localization Rural Market Strategy ` Distribution and Advertising Strategy Rural Success Pepsi vs Coke Pesticide issue
COKE IN INDIA
Leading soft drink brand in India until 1977 Acquisition of local popular Indian brands 39% volume growth in 2002 Domination of market by Coke & Pepsi 76% sales growth of soft-drinks between 1998-2002
Competitive pricing Increase in the number of outlets Bridging the gap between soft drinks and other local options Doubled the spend on Doordarshan
CONTD
Tapping of local forms of entertainment Huge investments in infrastructure Result: 80% of new coke drinkers accounted by rural market Tremendous growth for coke in rural markets
Advertisement campaign featuring Aamir Khan Generic brand for cold-drinks The Accessibility Campaign Investment in distribution infrastructure
1) India A (Life ho to aisi): Metropolitan areas and large towns 2) India B ( Thanda matlab coca-cola): Smaller towns
AVAILABILITY
Strong distribution network; Central distribution system not feasible for rural areas; All-possible means of transportation used for transporting the stock; Adopted hub and spoke distribution system; Changed its distribution model.
AFFORDABILITY
According to survey conducted by CCI in 2001, 300 ml bottles were not popular; Price of Rs 10 was considered as too high; Significant changes made thereafter to win over the consumers; Chota Coke was introduced in 200 ml bottles and priced at Rs 5.
AWARENESS
Extensive marketing in mass media as well as outdoor advertising adopted; Hoardings were put and also name Coca Cola was painted on the compound; Participated in the weekly mandies along with annual haats and fairs.
DISTRIBUTION STRATEGY
Hit list of high potential villages from various districts Appointment of Hubs Offering of full-load supplies Fixed journey plans on a weekly basis
ADVERTISING STRATEGY
Communication media used in cities and urban areas would not work in villages Hence Coke decided to concentrate on 47,000 haats (weekly markets) & 25,000 melas (fairs) held annually in various parts of the country. CCI also launched television commercials (TVCs) targeted at rural consumers CCI increased its ad-spend on Doordarshan
CONTD
CCI launched Chota Coke in 2002 at Rs.5 It released a commercial showing Aamir Khan with 200 ml bottles to communicate message of the price cut This commercial was shot in a rural setting targeting rural market
CONTD
CONTD
Thanda Matlab Coca-cola Three commercials featuring Aamir Khan: 1.Tapori 2.Hyderabadi Shop-keeper 3.Punjabi Farmer
RURAL SUCCESS
Rural Market- an attractive target 37% Growth in 2003 in rural markets Doubling of per capita consumption between 2001-2003 50% of company sales in 2003
PEPSI VS COKE
Pepsi- Main competitor & rival Major regional players in rural market Focus of Pepsi on rural markets Slashing of price of 300ml bottles by Pepsico
PESTICIDE ISSUE
High pesticide content in soft drinks manufactured and sold by both cola majors.