Coca-Cola India in 2004 - Marketing Strategy

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Case Details:

Case Code : MKTA010
Case Length : 21 Pages
Period : 1993-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Coca Cola
Industry : Beverages
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Marketing Strategy

In the early 2003, CCI's marketing strategy had three planks:
• Acceptability by ensuring pervasive presence through right merchandising in retail outlets.
• Availability by ensuring presence within the consumer's reach.
• Affordability by ensuring relevant price points.

In the late 1990s, CCI decided to customize its marketing strategy for different regions and target customers. In each region, the dominant brand enjoyed all privileges while the other brands were supported according to their market share in that region...

Carbonated Soft Drinks

Coke's carbonated beverages business in India comprised the cola drinks Coke and Thums Up, the orange flavored Fanta, clear lime Sprite, clouded lemon drink Limca and the energy drink Shock. Coke targeted youngsters in the 15 to 22 age group and was positioned across campaigns as the real refresher with the tag line "The real thing, the real refresher"...

Non-Carbonated Soft Drinks

The idea of branching out into non-carbonated beverages was part of a larger objective of being present in all segments of the non-alcoholic beverage market, which Coca-Cola practised worldwide...

CCI entered the packaged water segment in 2001 through its brand Kinley...

CCI launched Sunfill, a powdered soft drink concentrate in Eastern India in early 2002. Sunfill targeted people who could not afford bottled carbonated drinks...

The idea of venturing into the tea and coffee business through vending machines in 2000 emerged when a team of top Coca-Cola officials was traveling in the country's interiors...

Excerpts Contd...>>


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