 ‘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

Brand
image
Low

Low Refreshment
 Maslow’s Hierarchy of Needs

Self-Actualization

CB NEEDS
(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)
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

      
 