This presentation is all about Coca cola marketing strategy in the rural area and their rural market initiatives.

1. HINDUSTAN COCA COLA PVT
LTD
PRESENTED BY
Ajay N V

2. INTRODUCTION
• Coca cola was among the bluest of blue MNCs to have
entered India in the 1990s.
• It was and still remains among the top five most powerful
brands.
• World largest beverage company.
• In its way to success it faced a lot of problems but then
again it regained its original position in the world market.

3. COCA-COLA COMPANY PROFILE
Type Public
Industry Beverage
Founded May 8, 1886; 131 years ago
Atlanta, Georgia, U.S.
Founders Asa Griggs Candler
Headquarters One Coca-Cola Plaza,
Atlanta, Georgia, United States
Area served Worldwide
Key people Muhtar Kent
(Chairman, former CEO)
James Quincey
(President and CEO)
Revenue US$41.863 billion (2016)
]
Number of employees 123,200 (2016)
Website Coca-ColaCompany.com

4. COCA-COLA’S RURAL
MARKETING STRATEGY
Affordability
Availability
Acceptability

5. Affordability
• An average rural worker in India earns Rs. 100 a
day.
• Price of a 300ml coke bottle was Rs.10. due to
which it was considered as a leisurely expense.
• In 2002 coke came up with a 200ml bottle
costing Rs.5 only.
• Affordable amount on the pockets of the rural
audience.

6. Availability
• Rural India meant reaching 6,27,000 villages.
• Centralized distribution system used by the company in the urban
areas would not be suitable for rural areas.
• The product was transported directly from the bottling plants to
retailers.
• 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.

7. CONTI….
• CCI started making a hit list of the potential villages from
various districts.
• To ensure full loads, large distributors (Hubs) were appointed.
• On their part, the hubs appointed smaller distributors in
adjoining areas.
• The distributors also hired rickshaws that travelled to villages
daily.

8. Acceptability
• The advertisement with the tag line - Thanda Matlab Coca-Cola was targeted at rural
and semi-urban consumers.
• The series of Amir Khan Ads on hill station acting like a nepali and those in a Punjabi
were a great success.
• Except TV ads, CCI also concentrated on 47,000 weekly markets and 25,000 fairs held
annually in various parts of the country.

9. ADVERTISEMENT STRATEGY IN
RURAL INDIA

10. • Coca-Cola India has installed more than 300 solar coolers, and another 1,000
units are being deployed in rural and semi-urban areas.
eKOCool
"These coolers are bringing first-time
customers who never tasted our beverages
before,” Asim Parekh, vice president,
Technical, Coca-Cola India
COCA-COLA RURAL INITIATIVES

11. • Skill development.
• Education and training programs.
• Job opportunities
• Support to Community.
COCA-COLA CAREER DEVELOPMENT CENTER

12. 5BY20 INITIATIVE
• Coca-cola vision is to enabling the economic empowerment of 5 million women by
2020 depends on building scalable models and powerful partnerships.
• Support to their families and to build their communities.
• Sustainable empowerment programs that are deeply relevant to local women and their
communities.

15. KEY CSR PROGRAMS / PROJECTS/ ACTIVITIES
BY COCA-COLA
• “VEER” campaign.
• “Parivartan” training program.
• “Support My School” (SMS) campaign.
• Donation under Employee Volunteering
Programme and PET re-cycling.

16. CONCLUSION
• CCI’s success on India’s vast, rural markets is a lesson on
how to grow an untapped market.
• It is an indication that if an MNC does its home work right
and gets the right distribution mix, then it need not restrict
itself to India’s urban middle class.