Product line of Coca-Cola 1) Coca-Cola Coca-Cola is the most popular and highest-selling soft drink in history, as well as the

bestknown product in the world. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it's now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world. History of Coca-Cola In India, Coca-Cola was the leading soft-drink till 1977 when the government policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. 2) Diet Coke World's Third Largest Selling Soft Drink Diet Coke is for those who want plenty of taste but no calories. Diet coke is also known as Coke light in some countries History of Diet Coke Launched in 1982 in America, Diet Coke (also known as Coca-Cola light in some countries) has become the world's third largest soft drink. 3) Thums up Today it is the largest selling soft drink brand in India. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. History of Thums up Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.

4) Sprite Sprite, the country's largest selling soft drink brand in the clear lime segment. History of Sprite Since its inception is 1999, Sprite has not only established itself as a brand which successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today Sprite is the most preferred and fastest growing soft drink in India and has become the second largest soft drink in 2009, aiming for the No.1 spot. 5) Fanta the 'orange' drink Over the years Fanta has occupied a strong market place and is identified as the "The Fun Catalyst". History of Fanta Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. 6) Limca Limca's freshness is like no other- 'lime n lemoni'. Lime 'n' lemoni Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from 'Nimbu' + 'jaisa' hence Lime Sa, Limca has lived up to its promise of refreshment and has been the original thirst choice of millions of consumers for over 3 decade. History of Limca Born in 1971, Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined with the single minded proposition of the brand as the provider of "Freshness".

7) Maaza Maaza the wholesome family fun mango drink. Imagine this delicious fruit, bottled. This is what Maaza is all about. Maaza- the most loved beverage brand in India. It provides the most authentic experience of rich, juicy mangoesanytime, anywhere! History of Maaza Introduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties, Maaza is the mango lover's first choice. 8) Maaza milky delight A lip smacking milky blend of juicy and delicious mangoes. Perfectly blended and delightfully refreshing, it offers a great taste in every sip. A taste so irresistible that you will never want to share it with anyone. More so, it is from Maaza that has been delighting mango lovers for over three decades. History of Milky Maaza Maaza Milky Delight has been test launched in Kolkata in August 2010. 9) Minute Maid Pulpy Orange Refreshingly Orange Surprisingly Pulpy! Minute Maid one of the world's largest juice and juice drink brands. History of Minute Maid Pulpy Orange The history of the Minute Maid brand goes as far back as 1945 when the Florida Food Corporation developed orange juice powder. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute). 10) Minute Maid Nimbu Fresh Just Like Home-made Lemonade. A lemon drink with no added preservative or colour, Minute Maid Nimbu Fresh offers a refreshing drinking experience as close to homemade Nimbu Pani as possible in a packaged format. Nostalgia in a bottle, Minute Maid Nimbu Fresh offers 'Ghar Ki Yaadon Ka Ras' (memories of home-made lemonade) in every sip.

History of Minute Maid Nimbu Fresh Launched first in South of India in January 2010, Minute Maid Nimbu Fresh, started refreshing the whole of India by April 2010. 11) Kinley water Water you can trust and be truly safe and pure. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. History of Kinley Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity of our product. Because we believe that right to pure, safe drinking water is fundamental. 12) Kinley Soda India's no.1 National Soda brand. With its unique taste and formula Kinley Soda packs quite a punch History of Kinley Soda Launched in 2002 Kinley soda today is no.1 national Soda brand. 13) Georgia Gold Quality Coffee & Tea from the CocaCola Company says Come and explore our world. From Freshly Ground "Bean-to-cup" Coffee, Quality Tea, Refreshingly chilled Iced Teas and Cold Coffee. History of Georgia Gold Introduced in 2004, the GEORGIA Gold range of Tea And Coffee beverage is the perfect solution for your office and restaurant needs!

Segmentation Outlet Structure of the Coca Cola in India The outlets can be classified as per three criteria: 1. Consumption Pattern 2. Volume Pattern 3. Shoppers Profile

SEGMENT A) E & D Those outlets where people visit to ear of drink are known and eating and drinking outlets. Such as Restaurants and Hotels, Dhabas.

B) Convenience Convenience outlets are those outlets where people visit regularly for various purposes like stationary shop, S.T.DBoth, Betal Shop and general Store.

C) Grocery Those outlets where people visit to purchase food grains and any of such things for future consumption and called as Grocery shops. Based on Volume Pattern According to the volume sale in the outlets the company has adopted a unique policy of categorizing the outlets in four different segments such as: DIAMOND Those outlets, which give an annual sale of Coca - Cola products more than 800 carats. GOLD Those outlets, which give an annual sale of Coca - Cola products less than 200 carats. SILVER Those outlets, which give an annual sale of Coca - Cola products between 200 to 499 carats. BRONZE Those outlets, which give an annual sale of Coca':-Cola products less than 200 carats

There are four broad ways which Coca Cola can segment its market:

Mass marketing Concentrated marketing Differentiated marketing Niche marketing

The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies a range of different markets. Diet coke satisfies the weight consciousness, regular coke, sprite, Fanta , coffee, iced tea etc. Each group of beverages satisfy a particular group of people but majority the average human. Other ways of segmentation Geographic segmentation: Internationally coke segments its product country wise and region wise. The most important thing is taste it varies according to taste and income levels of those country i.e. third world countries are given low quality and taste. CLIMATIC In coke marketing, main idea is to serve it cold, so they focus on hot areas of world i.e. Middle East, their sale increases in summer. Demographic: Age: coke segment the small children introducing taste like vanilla, lime and cherry. They focus children from 4 -12. Coke specially target more young then old. Family type:Coke introduces its economy pack and thats how they focus family and group. Income: coke segments different income levels by packing. For small income people it has small returnable glass bottle .for middle income people it has small nonreturnable bottle. For higher income group it has tin. Behavioural: coke segments according to different occasions which are celebrated in a country.

EVOLUTION OF CHANNELS OF DISTRIBUTION

COCA COLA Franchise model Only produces syrup concentrate. Distribute concentrate to bottlers in strategic geographic locations. Bottlers then mix syrup with other ingredients (water, sugar, etc) and then sell and distribute to retailers and other forms of distribution (vending machines, etc)

DISTRIBUTION CHANNELS IN RURAL AREAS The three-tier hub and spoke distribution m

Bottling Plant
Hubs Spokes

Retailers

Retailers

Retailers

DISTRIBUTION STRATEGY ADOPTED BY COKE

Distribution strategy Coca Cola India built a distribution network in combination with its bottling partners and contract manufacturers. In urban areas, it distributes products directly from bottling plants to retailers. However, owing to lack of proper infrastructure and difficult access to the remote villages, it modified its distribution chains and adopted the three-tier hub and spoke distribution model, to penetrate into the rural areas and increase its sales. Besides its distribution network, CCI adopted Right Execution Daily (RED) strategy for effective execution of its distribution mainly in urban areas, which boosted the sales of the company. RED ensures the proper display, availability and activation of companys products in the retail stores. With the success of RED in urban markets, the company

plans to implement it in rural areas. However, given the potential of the Indian rural markets and the challenges it poses, the question that arises is, how far can RED be effectively implemented and what are the challenges the company might face in reaching out to the rural consumers? Extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages. These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India. Coca-Cola has created an extensive and well-organized global distribution network guaranteeing the ubiquity of its products. (Ubiquity is the ability to appear to be present everywhere at once.) Its approach is founded on the belief that Coca-Cola must try to quench the thirst of everyone in the world - all 5.6 billion of them! The Company operates a worldwide franchise system supplying syrups and concentrates to over 1,200 bottling operations, (there are more than 350 in the US alone!) which thus involves local companies and suppliers in the 200 countries in which Coca-Cola is sold. The bottling companies distribute the world's favourite brand using the most sophisticated technology and distribution networks available. The Company supports its international bottler network with sophisticated marketing programmes seeking to guarantee the Company's brands are available where anyone is seeking refreshment. Coca-Cola's bottling system is the largest and most widespread production and distribution network in the world. Coca Cola Rural Marketing Strategy COCA COLAs rural marketing strategy was based on three As Availability, Affordability and Acceptability. The first A Availability emphasized on the availability of the product to the customer; the second A Affordability focused on product pricing, and the third A- Acceptability focused on convincing the customer to buy the product. COCA COLA began focusing on the rural market in the early 2000s in order to increase volumes. This decision was not surprising, given the huge

size of the untapped rural market in India. However, the poor rural infrastructure and consumption habits that are very different from those of urban people were two major obstacles to cracking the rural market for COCA COLA. Because of the erratic power supply most grocers in rural areas did not stock cold drinks. Also, people in rural areas had a preference for traditional cold beverages such as lassi and lemon juice. Further, the price of the beverage was also a major factor for the rural consumer. Promotion 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. After exiting the country in 1977, Coca-Cola re-entered India in 1993. Pepsi, which made its debut in India in 1989, used its first mover edge to capture much of India's imagination. Coke attempted to play catch-up with a two-pronged gambit: One, turn on the jingles; and, two, bring on the celebrity endorsers. 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. 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. Thanda Matlab Coca-Cola firmly established Coke in India. The campaign also gave the brand a very good edge over competition. The objective of the company through the campaign was to target small towns and not just the urban populace. This segment's primary need was out-of-home thirst quenching; and the soft drink category was undifferentiated in the minds of rural consumers. 'Thanda,' meaning cool/cold is also generic for cold beverages, thereby giving 'Thanda Matlab Coca-Cola' multiple meanings. The phrase addressed both the primary need of the segment for cold refreshment by positioning Coke as a generic 'Thanda' beverage like lassi or lemonade.

With so many cooks, the possibility of the broth getting spoiled is high. Since 2009, Coke globally has been running the 'Open Happiness' campaign, which was adapted for the Indian market as well. However actor Imran Khan who's been part of the India execution has not quite been able to recreate the magic his uncle Aamir Khan managed to weave in 2003. 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. Sprite - the other brand from the Coca Cola stable began its journey with the campaign titled All Taste No Gyaan. This appealed greatly to the youth who dont like to be preached and relish their sense of ownership and decision making. Sprite has never depended on celebrity endorsements as a way to gain brand recognition or consumer recall. The ads are designed to be very witty, and generally connect very well with the target audience by capturing every day moments. Seedhi Baat No Bakwaas - its next campaign instantly connected with the target audience by coming across as a brand that was different from the other, one that focused on the individuality of the consumer. The emotional appeal is much stronger and shows a clear sign of maturity of the campaign Beverage conglomerate Coca-Cola has launched its latest communication campaign, Cricket Ki Khushi, with its brand ambassador Sachin Tendulkar. It showcases cricket as a source of immense happiness transcending all boundaries, just like enjoying a bottle of Coca-Cola. In the new campaign Tendulkar urges people to keep playing, be happy and enjoy CocaCola.Coca-Cola India. Cricket makes India happy and Coca-Cola is celebrating this happiness. With this new campaign, Coca-Cola celebrates the passion and joy experienced by all of us through the game of cricket. The communication will be integrated with a range of initiatives including out-of-home (OOH) media, radio, internet, in store and on- the- ground activation across all key markets of Coca-Cola. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include Support my school campaign with NDTV. It has many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha , Ghambir, Aamir khan etc. and has signed contract recently with Imran khan. It allows price discounts and allowances to distributors and retailers in order to push more products into the market. It employs both push strategy through promotions and pull strategy through advertisements and campaigns.

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. 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 providing vouchers 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 e.g. 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 Adding to the fervour of the FIFA World Cup TM 2010, Coca-Cola announced its partnership with Goa Football Association (GFA) to organize 'The Coca-Cola Celebration Cup', a grass root level championship, to discover young promising football talent in Goa. This latest initiative is a part of Coca-Cola India's activation around the FIFA World Cup TM. At FIFA World Cup, Coke launched a new version of Somali-Canadian KNaans Waving Flag song. An event which was according to FIFA, the International Association of Football Association, cumulatively watched by 26 billion people (64 matches). That was the largest activation in Cokes history. The song went viral through social media, TV commercials and was linked by the common thread of celebration. Their Olympics tie-up is a great chance for them to make a comeback and put some pressure on us. Then we will be forced to do even better work. Brrr campaign Coca Cola launched their globally successful Brrr Campaign in India in March 2011. The campaign has been launched in India after it has been successfully launched in 41 markets across the World. The Campaign was originally shot for the African Market. As per Coca Cola, the latest campaign is based on a spontaneous Brrr expression, a feeling of refreshment one derives after sipping an icy cold Coca-Cola. Coca-Cola Brrr campaign is

designed to serve as the platform for all integrated marketing initiatives for brand Coca-Cola globally The Indian campaign features Bollywood actor Imran Khan also as brand ambassador Coca-Cola Cricket Cup Under-16 school cricket tournament Coca-Cola India, the country's leading beverage company, today announced a major initiative in promoting grassroots cricket by announcing the launch of the Coca-Cola Cricket Cup Under-16 school cricket tournament in partnership with Procam International. This school cricket tournament will be played in 65 districts in 8 states and 10 canters, under the aegis of the respective State Cricket Associations. The Coca-Cola Cup will be the largest Inter-School Cricket championship in India. Coca-Cola's initiative for grassroots cricket follows it's highly successful intervention in grassroots football for the Coca-Cola Mir Iqbal Hussain Trophy, in partnership with All India Football Federation. The Coca-Cola U-16 Cricket Cup is an Inter-school grass root level cricket initiative to discover budding cricketing talent in the country. The program is open to all young cricketers in the age group of 12-16 years. The tournament will be played across 10 states in over 65 districts involving more than 11,000 young players from 700 schools. Winners of the CocaCola U-16 Cricket Cup will be awarded a cash prize of Rs.1 lakh, while the runners-up would get Rs. 70,000/-. 20 talented players selected from the Coca-Cola Inter-State Challenge will get a chance to attend a week long 'Coaching Clinic' under the guidance of prominent former cricketers of the country. Post the week long coaching, the final Coca-Cola XI team will be selected and given an opportunity to prove their mettle by participating in a competitive tournament against an invited International U-16 team from other cricket playing nations. Diwali campaign Celebrating the joy of sharing and spreading happiness, Coca-Cola has launched its new integrated communication initiative - "Khushiyan Baatne Se Hi Badhti Hain", this Diwali. The campaign builds on the values of inclusivity, spreading and extending happiness that India as a society revels in and something that brand Coca-Cola has always been a proponent of. The theme of the Diwali campaign is that 'Happiness just becomes bigger when you extend it to others, making the sphere of happiness larger and it lights up everything around you. Coca-Cola has tied up with Ra.One trough an interesting consumer promotion where consumers are invited to call (0) 80009 80009and respond to the question - Who will you light 2 diyas for, this Diwali? through an Interactive Voice Response System (IVRS). 25

Lucky respondents chosen through a computer generated luck draw will win a chance to meet, the leading star of Ra.One, Shah Rukh Khan. Saath khao, Khushiyan campaign Based on the theme, 'Saath khao, Khushiyan badhao', the campaign seeks to reignite the magic around mealtimes by celebrating the world of happiness around the dining table. Along with the mass-media campaign, Coca-Cola will also engage with consumers through a special on-ground activation across key markets. India's leading chef Sanjeev Kapoor amplify this campaign through a promotion that will invite recipes from consumers; 9 winners will get to be a part of a TV show with Sanjeev Kapoor himself. In addition, there would also be various promotions in the modern trade channels which will involve Sanjeev and his chefs engage in a live cook-off in 3 cities. To further build energy around the idea of 'Saath Khao, Khushiyan Badhao', Coca-Cola will also be rolling out a unique campus program, based on the premise, 'happiness strike where you'd least expects it'. This activation will involve mom's paying a surprise visit to certain campuses and cooking for the students! And finally, Coca-Cola will also capture the "fun" and "togetherness" moments experienced by consumers, at restaurants (TGIP), by introducing a "Happiness Camera" that will click photos of them sharing a meal with their family and loved ones, encouraging consumers to eat together and increase happiness. These on-ground initiatives will be supported and complemented by a strong digital campaign. Crazy for happiness campaign Coca-Cola, as the universal icon of happiness is launching its latest brand campaign, Crazy for Happiness'. This campaign encourages and inspires individuals to engage in acts of genuine goodness, no matter how small, to shape a happier and more harmonious world. In a world often marred with negativity and despair, the brand celebrates the unsung stories of kindness and joy. These stories, not only bring joy, but they also inspire us to emulate such acts of goodness in our own worlds. The Coca-Cola 'Crazy For Happiness' campaign believes and celebrates such selfless/random acts of kindness by strangers, thereby provoking belief in a happier world."

Price Bands The price of the first serving of Coca-Cola was 5 cents in 1886, about a dollar in today's money. Coke no longer sells for a nickel, and that is not terribly surprising. What is surprising is that it took more than 70 years for the price of Coke to change. * Economists call this "nominal price rigidity." My salary is not tweaked each month to reflect the latest inflation figures, and neither is yours. Restaurants do not reprint their menus, nor wholesale firms their catalogs, if the cost of their inputs changes by a penny. That might be a problem. Of course, if inflation is low, money has a predictable value from month to month, and that predictability is worth a lot. But while it is handy to know what your pay packet will buy, prices need to be able to change relative to one another to reflect demand and the underlying costs of production. If prices don't adjust smoothly for any reason, then the economic consequences could be serious. If wages can't fall in a recession, then people will lose their jobs instead. If the price of a car or a restaurant meal can't fall when demand does, sales will collapse with much the same effect. Coke was clearly an exceptional example of rigid prices. Daniel Levy and Andrew Young, the economists who analyzed the case, report that Coke's price stayed at 5 cents a serving while the price of other products bounced all over the place. The price of sugar tripled after World War I before falling back somewhat; over the past six decades, the price of coffee has gone up eightfold. Coke itself was taxed first as a medicine, then as a soft drink, and survived sugar rationing. All the while, the price stayed at a nickel. Part of Coke's problem was the cost of replacing vending machines that accepted only nickelsand the fact that the alternative, dimes, represented a 100 percent price hike. (The boss of Coca-Cola wrote to his friend President Eisenhower in 1953 to suggest, in all seriousness, a 7-and-a-half-cent coin.) Most companies don't wait so long to change prices if they need to. Researchers have tended to conclude that many prices change every year or so, often sooner. Levy and some colleagues looked at supermarket pricing in the mid-1990s and found, based on detailed accounting data, that to change the price of a single type of product in a typical supermarket cost 52 cents in printing, labor, and errors. The total of all such changes was about $100,000 per store, per yearstill less than 1 percent of revenue.

Technology makes it ever easier to change prices using bar codes, Web sites, and laserprinted menus. Amazon always seems to be changing book prices. Coke vending machines now take very little effort to reprogram. So, should we conclude that "menu costs" no longer matter? That would be too optimistic. Economists have long argued that even small "menu costs" could cause large economic distortions, because when firms are pondering whether to pay those costs, they don't consider the social benefits of a more-accurate price, only their own profits. A prize-winning paper from Carlos Carvalho recently showed that it does not even help if many prices adjust quickly, because those that change slowly will distort the rest. Amazon may be able to adjust its prices easily to reflect its costs, but that is of little use if those costs are distorted by slow adjustments from the bookbinders or the freight handlers. Coca-Cola's experience reflected exactly that: Long before the introduction of vending machines, they had signed a perpetual fixed-price contract to supply their bottlers. Without a long-term contract, potential bottlers would have been nervous that Coca-Cola would have screwed them over on the price of Coke syrup after the bottling plant had been built. But these long-term contracts were signed at a time of very low inflation, and nobody appears to have considered the possibility that Coca-Cola's costs might start to take off. The contracts were eventually renegotiated in 1921 to allow them to move up and down with the price of sugar. I drank a half-liter bottle of Coke while writing this article, and it cost me 85 pence ($1.70) at the corner shop. I'd rather have paid a nickel, but price changes are important. Perhaps I shouldn't be too ungrateful. Future Prospects COCA COLA claimed all its marketing initiatives were very successful, and as a result, its rural penetration increased from 9% in 2001 to 25% in 2003. COCA COLA also said that volumes from rural markets had increased to 35% in 2003. The company said that it would focus on adding more villages to its distribution network.

For the year 2003, COCA COLA had a target of reaching 0.1 million more villages. Analysts pointed out that stiff competition from arch rival PepsiCo would make it increasingly difficult for COCA COLA to garner more market share.

PepsiCo too had started focusing on the rural market, due to the flat volumes in urban areas. Like COCA COLA, PepsiCo too launched 200 ml bottles priced at USD 0.20 cents. Going one step ahead, PepsiCo slashed the price of its 300 ml bottles to USD 0.30 cents to boost volumes in urban areas.

In early 2003, COCA COLA announced that it was dropping plans to venture into other beverage businesses. Company sources said that increasing volumes of cola drinks had made the company rethink its plans of launching juice and milk-based beverages. In 2002, COCA COLA had announced plans to launch beverages such as Nimbu Pani (lemon juice), fruit juice, cold coffee, and iced tea in collaboration with Nestle India.

Though COCA COLA was upbeat on account of its early success in its drive to capture the rural market, the question was whether the company would be able to take this success further. A major media setback occurred in August 2003, when the Delhibased Center for Science and Environment announced that it had found high pesticide content in soft drinks manufactured and sold by both cola majors

Imagine selling a beverage in a market where there is no power supply. The result could be disastrous for the marketer as sales would not pick up, no matter how advanced the consumer mindset is. Such is the case with Indias rural markets, where erratic power supply and low technological developments have hindered the growth of many such FMCG products that need cooling facilities. In order to overcome this dilemma, beverages giant Coca Cola has been rolling out initiatives and product innovations to increase the consumption of its products.