Coca Cola Marketing Strategies for Hinterland Penetration in India

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Coca-Cola
Marketing Study
Exploring Opportunities In India

Agenda
• Introduction • Challenges Faced • Opportunities Explored • Planning & Strategy • Actual Implementation & Results • Current Scenario & Future Prospects

Coca Cola – The Company

Coca Cola Worldwide
• It was founded by John Pemberton in 1886 • It is No 1 nonalcoholic beverage company with a market share of with a 52% • It is the largest brand in the world with a brand value of 67 billion dollars. • It has its footmark in more than 200 Countries.

Mission
• • • • To refresh the World. To inspire moments of Optimism To create Value and Make a Difference The Coca Cola promise simply says - The Coca Cola Company exists to benefit and refresh everyone who is touched by our business.

Coca Cola in India
• • • • • Entered the India market in early 1790’s. Closed down it operations in India in 1977. Came back to India in 1993. Has a market share of 51%. Created a direct employment of 25,000 people & indirect employment of 1,50,000 people. • Hindustan Coca Cola Beverages is a 100% owned bottler.

Challenges Faced

Re-entry in India
• Late comeback of Coca Cola after PepsiCo had already arrived in Indian market • Pepsi’s head start as a disadvantage for Coca cola’s brand awareness • Acquisition of Parle • “Thumbs Up or Coke” decision • Competing with the help of Thumbs Up in the Cola war

Beverages Market in India
• No profitability after establishing presence against competition • Marketing strategy focused on acquisitions and urban Indian youth • Socio-cultural barriers in penetrating Indian rural markets • Preference to traditional beverages and low consumption statistics

Other Cases & Impact on Brand
• Centre for Science and Environment’s pesticide residue accusations • Multiple charges across India for groundwater exploitation at bottling plants • Impact on Coca Cola’s…...

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