Coca Cola India's Thirst for the Rural Market

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Please note:

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.

Case Details:


Case Code : MKTG081 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Advertising and Promotion
Case Length : 10 Pages
Period : 2002-2004
Pub Date : 2004
Teaching Note : Available
Organization : Coca Cola India
Industry : Food & Beverages
Countries : India


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.

Further, it also provides details about PepsiCo's rural marketing initiatives.


• The reasons behind CCI entering the rural market

• The strategy adopted by CCI to penetrate the rural market

• The role of advertising in the rural market


  Page No.
'Thanda' Goes Rural 1
CCI's Rural Marketing Strategy 2
Future Prospects 5
Exhibits 6


Rural marketing, cola major, Coca Cola, India, distribution, pricing, advertising, rural India, rural marketing, characteristics, developing country, India, PepsiCo, rural marketing

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