MARKETING APPLICATION AND PRACTICES
CASE ON COCA-COLA
Group members :1) ROHAN JADHAV
C-16
2) SOURABH SURYAWANSHI
C-35
3) IZHAR MUSHRIF
C-15
4) RAKESH THAWALE
C-38
5) SATISH RAJPAL
C-30
6) MANAS CHATURVEDI
C-21
Q1. Analyze and critique actions taken?
As the sale in urban areas becoming flat they determine that
There is ample scope in rural marketing.
Major obstacles:
1. Poor rural infrastructure and different consumption habit
as compare to urban people
2. Rural People prefer traditional beverages such as “Lassi”
3. The major factor or problem is price
To tackle this problem CCI followed three marketing
strategies:
1. Availability :
a. Focused on strengthening distribution network.
For that they opted hub and spoke distribution
system.
Under this system distribution as follows
Botteling Plants
Hubs
Spokes
Retailers
Consumers
b.Transportation modes : They use trucks, Auto
rickshaws, cycle-rickshaw, handcarts, to even camel
carts in rajas tan.
c.Additional Investment of 7 millions to meet rural
demands
d.Distributed 2 lakhs refrigerators to rural retailers.
b. Purchase 5000 new trucks and auto rickshaws for
boosting its rural distribution.
c. CCI increases coverage of 81383 villages in 2001 to
158342 villages in august 2003.
2. Affordability :
a. Rural people are not able to afford 300 ml bottle
at Rs 10 therefore they launched 200ml bottles
(Chotta coke) price at Rs 5 .
b. They felt that 200 ml bottle at Rs 5 increase rate
of consumption in rural people.
3. Acceptability :
a. They mainly focused on mass media and outdoor
advertising.
b. CCI put up hoardings in villages and painted the
name Coca cola on compound of residence in
village.
c. They also participated in weekly mandies,
annually haats and fairs
d. Increase its ads spent on Doordarshan.
e. CCI also launched television commercial (TVCs)
Targeted at rural consumers
f. Advertising casted with Amir Khan for launching
chotta coke in 2002 which was shooted in rural
areas.
g. Most of villagers as well known with Thanda with
Lassi or Nimbu Paani. CCI wants that equate
Thanda word with Coke product.
h. “Thanda Matlab Coca Cola” this tagline was
launched ijn September 2003. To prove this
tagline they had made 3 ads with Amir.
i. Amir as Tapori: in which they want to made
perception of customer that Thanda means
Coke
ii. Amir as Hydrabadi shopkeeper
iii. Amir as Punjabi Farmer in which without
shop elsewhere somebody has thrust. Then
he went for coke as Thanda by default.
Q 2) Indicate the appropriate actions.
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Targetimg the rural market
changed the trannsportation system
increase the investment by 7 million
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volume of coke in a bottle was redused to attract
more rural people.
Price is also get redused at Rs. 5
they distributed 2 lakh refrigerators to rural
market as they not chilled it before sailing.
They also purchased 5000 new trucks and auto
rickshow
launching of commertial televisions
advertisement with Aamir Khan having tag line
“THANDA MATLAB COCA COLA”
Q3) Suggest what might have been done differently.
Instead of launching chotta coke i.e.200 ml at Rs.5
CCI has to reduce the cost of 300 ml to 6-7 Rs.
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This strategy will help to growth both in rural
and urban areas.
They should have offered different schemes for
village retailers
eg. - CCI has to fix a target for selling and
offered gifts to village retailers as rist watch,
caps, t- shirts, etc.
also coke has to focus on craeting the
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employment apportunities specially into villiage.
This is one of the way to create a good image
into the minds of villiage customers.
CCI should create a transperent image with the
additives of coke from customer point of view.
They should follow the Environment Standerds
specify by ISO 14001- 2004.
It is othing but one way of doing SCR.