Professional Documents
Culture Documents
Coca-Cola in Rural Market
Coca-Cola in Rural Market
BY, Sambhaji Bhosale Vinay Nair Ganesh Murthy Omkar Khalap Ashish Dhagalkar
The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Coca-Cola India believed that the first brand to offer communication targeted to the smaller towns would own the rural market and went after that objective with a comprehensive strategy. India B included small towns and rural areas, comprising the other 96% of the nations population. This segments primary need was out-of-home thirst-quenching and the soft drink category was undifferentiated in the minds of rural consumers. Additionally, with an average Coke costing Rs. 10 and an average days wages around Rs. 100, Coke was perceived as a luxury that few could afford. "The rural market is a significant part of our marketing strategy which enables us to help the consumer link with our product.
Sanjeev Gupta, Marketing Director Cola-Cola India, in August 1995.
Terminals
Hubs Spokes Retailers Consumers Grocers
Advertising
Mass media Ad-spend on Doordarshan Outdoor Advertising Hoardings Haats Weekly Mandies Melas & fairs
Affordability
Low priced products can be more successful in rural markets because the low purchasing, purchasing powers in rural markets. Low disposable incomes, Most of whom are on daily wages cannot spend much. Decided to make some changes in the size of its bottles and pricing to win over consumers in the rural market. launched 200 ml bottles priced at Rs 5/- came out with CHOTA COKE.
Acceptability
Coca-Cola backed up its pricing and distribution by extensive marketing in the mass media and outdoor advertising. Distribution strategy - To reach out the rural area CCIs design distribution system in Rural area. Advertising Strategy - CCI increased its ad-spend on Doordarshan. CCI came up with a new three commercial featuring Aamir Khan, to further strengthen the CocaCola brand image among rural consumers.