COCA COLA

 ‘Rural’- approx 70% population engaged in agriculture related activity.

 approx 700 million people
 1/3rd of country’s GNP
 More than 450 districts, 6,30,000 villages
 A typical village retail environment consists of 5-8 kirana shops, the
size of such stores varies depending on the size and population density
of village where it serves.
 Coca-Cola (coke)

Coca-Cola is a carbonated soft drink sold in stores, restaurants,

and vending machines internationally. The Coca-Cola Company claims that the
beverage is sold in more than 200 countries.  and it is often referred to simply
as Coke (a registered trademark of The Coca-Cola Company in the United
States since March 27, 1944). Originally intended as patent medicine when it
was invented in the late 19th century by John Pemberton, Coca-Cola was
bought out by businessman Asa Griggs Candler
 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. 2000-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
22

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
 Positioning Against Competition

 Positioning Based on a Specific Benefit