‘Rural’- 75% population engaged in agriculture related activity.

According to industry estimates, in 2002, 70% of population engaged in agricultural activity:-

700 million people 1/3rd of country’s GNP 450 districts, 6,30,000 villages A typical village retail environment consists

of 4-5 kirana shops, the size of such stores varies depending on the size and population density of village where it serves.

After a 16-year absence, Coca-Cola returned to India in 1993,cementing its presence with a deal that gave Coca-Cola ownership of the nation’s top soft-drink brands and bottling network.

Coke’s acquisition of local popular India brands including Thums Up, Limca, Maaza, Citra etc:- a strategic step & success.

In 2002, CCI launched a new advertisement campaign:-

Featuring Bollywood star Aamir Khan. Tagline – ‘Thanda matlab Coca-Cola’. Targeted at rural, semi urban customers. Idea was to position Coca-Cola as a generic

brand for cold drinks. CCI began focusing on the rural market in the

early 2000s in order to increase volumes. Rs.5, this pricing strategy closed the gap

between Coke and basic refreshments like lemonade and tea, making soft drinks truly accessible for the first time.

Commercials showed progression in associating

‘Coke’ with ‘Thanda’ in a rural/semi urban context.

Ad 1 - Tapori – connection of coke with thanda was

made.

Ad 2 - Hyderabadi shopkeeper – shopkeeper equates

the word thanda with Coca-Cola.

Ad 3 - Punjabi farmer – when one asks for thanda, one would get coke.

o Geographic Segmentation Region – All over India

Density of area: Rural

Climate : Temperate, Hot, Humid, Rainy

Demographic Segmentation

Age – 10above

Sex – Male, Female Income : Rs. 1500-above Education : Literate, Illiterate

Psychographic SegmentationSocioeconomic Class: Middle and UpperLifestyle : Status seekersBehavioral SegmentationOccasions: Regular and SpecialBenefits: Economy Value for the money Refreshment

High Refreshment

Brand image

Low Low Refreshment

21

CB

NEED

S

Physiological Needs(Food, water, air, shelter, sex)

Safety and Security Needs(Protection, order, stability)

Social Needs(affection, friendship, belonging)

Maslow’s Hierarchy of Needs

Ego Needs(Prestige, status, self esteem)

Self-Actualization(Self-fulfillment)

Unconditioned- Stimulus

Thanda

Conditioned StimulusCoca-Cola

Conditioned ResponseRefreshing

Unconditioned -ResponseRefreshing

Conditioned StimulusCoca-Cola

Positioning Against Competition Positioning Based on a Specific Benefit

Perceived Risk:- High