Coca-cola marketing strategies in india

Introduction

Coca-cola is one of the most widely known trade mark of the world It was their in india till 1977 but due to strong resentment against MNCS It was re-launched again in 1993 It has more than 230 beverages to its portfolio

Core Brand in India

Product line soft-drink: Coca-cola Sprite Fanta Diet coke Limca Maaza Thums up

Segmentation

Demographic
Psychographic Geographic

Target market

Diet coke: weight consciousness Maaza: kids , juice loving people Sprite: young people Thums-up: confident, mature and uniquely masculine attitude people Fanta: girls, ladies

Positioning

It consist functional positioning strategy emphasize on : Price Quality Product feature

Positioning map

taste

Low calories

High calories

tasteless

expensive Maaza, diet coke

dissatisfaction

satisfaction

Inexpensive

Marketing-mix
It consist 4ps Product Price Place Promotion

Product

It consist of various brand packs and flavor It product strategy promote all brand available in brand pack And also introduce the product in new flavor

price

To effectively achieve the stable balance between sales and covering the production cost Company has priced the product same as that of its major competitor of the market leader

Place
Distribution channel:
Supply chain of coca-cola
C & F agent Distributor Retailer customer

Promotion

Top line promotion: T.V ads, banner, celebrity Bottom line promotion: promotion schemes, publicity material