Bitupan Kalita

Joyti Swarup Mohanti

Phyush Annand
Nitun Sharma
Veney Kumer
Rashmi Das
Punnam
‘Rural’- 75% population engaged in agriculture related
activity.
According to industry estimates, in 2002, 70% of
population engaged in agricultural activity:-
 700 million people
 1/3rd of country’s GNP
 450 districts, 6,30,000 villages
A typical village retail environment consists of 4-5
kirana shops, the size of such stores varies depending
on the size and population density of village where it
serves.
After a 16-year absence, Coca-Cola returned to
India in 1993,cementing its presence with a deal
that gave Coca-Cola ownership of the nation’s top
soft-drink brands and bottling network.

Coke’s acquisition of local popular India brands

including Thums Up, Limca, Maaza, Citra etc:- a
strategic step & success.
 In 2002, CCI launched a new advertisement campaign:-
 Featuring Bollywood star Aamir Khan.
 Tagline – ‘Thanda matlab Coca-Cola’.
 Targeted at rural, semi urban customers.
 Idea was to position Coca-Cola as a generic brand for cold
drinks.
 CCI began focusing on the rural market in the early 2000s
in order to increase volumes.
 Rs.5, this pricing strategy closed the gap between Coke
and basic refreshments like lemonade and tea, making soft
drinks truly accessible for the first time.
 Commercials showed progression in associating
‘Coke’ with ‘Thanda’ in a rural/semi urban context.
 Ad 1 - Tapori – connection of coke with thanda was
made.
Ad 2 - Hyderabadi shopkeeper – shopkeeper equates
the word thanda with Coca-Cola.
Ad 3 - Punjabi farmer – when one asks for thanda, one
would get coke.
o Geographic Segmentation
 Region – All over India
 Density of area: Rural
 Climate : Temperate, Hot, Humid, Rainy
Demographic Segmentation
 Age – 10above
 Sex – Male, Female
 Income : Rs. 1500-above
 Education : Literate, Illiterate
Psychographic Segmentation
Socioeconomic Class: Middle and Upper
Lifestyle : Status seekers
Behavioral Segmentation
Occasions: Regular and Special
Benefits:
 Economy
 Value for the money
 Refreshment
 High Refreshment

Economy
Expensive

Low Refreshment
 Maslow’s Hierarchy of Needs

Self-Actualization
(Self-fulfillment)

Ego Needs
(Prestige, status, self esteem)

Social Needs
(affection, friendship, belonging)

Safety and Security Needs

(Protection, order, stability)

Physiological Needs
(Food, water, air, shelter, sex)

CB NEEDS 21
Unconditioned-
Stimulus
Thanda
Unconditioned
-Response
Refreshing
Conditioned
Stimulus
Coca-Cola

Conditioned Conditioned
Stimulus Response
Coca-Cola Refreshing
 Positioning Against Competition

 Positioning Based on a Specific Benefit

 Perceived Risk:- High