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How Coca-Cola Did It in Rural India
How Coca-Cola Did It in Rural India
How Coca-Cola Did It in Rural India
RAMACHANDRAN KV
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.
Judith Evans pointed out, Travel where you will, anywhere in the world, and you will encounter Coca-Cola -- on clothes, in signs, on packaging, in art -- everywhere. Market has encountered lot of innovation in terms of products, packaging, equipment handling, marketing etc, but the way in which Coca-Cola adopted its strategy for the Rural Indian market was remarkable and it definitely established Coca-Cola as lifes one of the most delightful elixirs.
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