However, the poor rural infrastructure and consumption habits that are very different from those of urban people were two major obstacles to cracking the rural market for CCI. In the centralized distribution system, the product was transported directly from the bottling plants to retailers Refer Figure I.
Acceptability The initiatives of CCI in distribution and pricing were supported by extensive marketing in the mass media as well as through outdoor advertising.
Availability Once CCI entered the rural market; it focused on strengthening its distribution network there. It was reported that in the states of Rajasthan and Gujarat the local cola brands such as Choice and Tikli cost only half the price offered by CCI, which gave them the advantage in garnering the major market share before CCI came out with Chota Coke.
Company sources said that increasing volumes of cola drinks had made the company rethink its plans of launching juice and milk-based beverages. If you can crack it, there is tremendous potential. The company put up hoardings in villages and painted the name Coca Cola on the compounds of the residences in the villages.
However, CCI realized that this distribution system would not work in rural markets, as taking stock directly from bottling plants to retail stores would be very costly due to the long distances to be covered. CCI not only changed its distribution model, it also changed the type of vehicles used for transportation.
In order to reach more rural consumers, CCI increased its ad-spend on Doordarshan. Analysts pointed out that stiff competition from archrival PepsiCo would make it increasingly difficult for CCI to garner more market share.
In the summer ofCCI came up with a new commercial featuring Aamir Khan, to further strengthen the Coca-Cola brand image among rural consumers. CCI began focusing on the rural market in the early s in order to increase volumes.
All the three commercials aimed to make rural and semi-urban consumers connect with Coca-Cola. The commercial was shot in a rural setting. The company said that it would focus on adding more villages to its distribution network.
Reports put the annual per capita consumption of bottled beverages in rural areas at one bottle as compared to 6 bottles in urban areas. The company used large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes.
With flat sales in the urban areas, it was clear that CCI would have to shift its focus to the rural market. Analysts said that all the three commercials succeeded in make rural consumers connect to Coke and increased awareness of the brand among them.The case focuses on the rural marketing initiatives undertaken by the cola major - Coca Cola in India.
The case discusses in detail the changes brought about by Coca Cola in distribution, pricing and advertising to make inroads into rural India. The case also discusses the concept of rural marketing and its characteristics in a developing country like India. Coca Cola India’s Thirst for the Rural Market Coca Cola India’s Thirst for the Rural Market: ‘Thanda’ Goes Rural In earlyCoca-Cola India (CCI) (Refer Exhibit I for information about CCI) launched a new advertisement campaign featuring leading bollywood actor – Aamir Khan.
Coca Cola India's Thirst for the Rural Market: 'Thanda' Goes Rural In earlyCoca-Cola India (CCI) (Refer Exhibit I for information about CCI) launched a new advertisement campaign featuring leading bollywood actor - Aamir Khan.
Transcript of COCO COLA CASE STUDY. CASE STUDY: Coca Cola India's Thirst for the Rural Market Presented By: NIKHIL PILLAI RURAL MARKET SCENARIO Coca-Cola (Coke) COKE RURAL THANDA GOES RURAL InCCI launched a new advertisement campaign-Featuring Bollywood star Aamir Khan. Tagline – ‘Thanda matlab Coca-Cola’.
ECCH Collection Coca-Cola India’s Thirst for the Rural Market This case was written by K Subhadra, under the direction of Sanjib Dutta, ICFAI Center for Management Research (ICMR). Case Study Of Coca Cola India.
Print Reference this. Disclaimer: Coca Cola Indias Thirst for the Rural Market: “Coca-Cola Goes Rural” the creator of the commercial,said thanda is a bevy north India _ centric phenomenon. Go to any restaurant in the North and East attendants would punctually ask, ‘Thanda’ usally means Lassi or.Download