coca cola india
DESCRIPTION
PPT on Coca COla Red caseTRANSCRIPT
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Anoop Mohan|0058/21Ankushree Gupta|0049/51
Ankit SIngh|0056/51Anubhav Mittal|0061/51Priyam Bansal|4010/51
Naman Kawatra|0219/51
Thickening the RED
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COCA COLA INDIA
Started global expansion
1920s 1950s
Entered India
1977
Left India Re-entered India
1993
ACQUSITIONS
• Acquired Thums Up which was the leading soft drink brand in India
• Latter added other brands like Limca, Goldspot, Mazza etc to its profile
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VALUE CHAINCOCA COLA concentrate BOTTLERS CUSTOMERS
FUNCTIONS• Owns brand Coca Cola• Marketing the brand
PRODUCES• Concentrate• Beverage Cases• Syrups
FUNCTIONS• Production• Distribution
OWNERSHIP• Globally 78% bottlers not Coca Cola
owned• In India 50 bottlers with 25 owned
by Coke and 25 with franchises
• 46% rural customers• 64% urban customers
OTHERS
HPPCL
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The Coke CampaignCelebrating a century of coke bottle
Market Segment relevantpricing strategy
Distribution outsourced through bottling agents
Acquistion of Brands from Parle
Re-enters India in 1993
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RED• Right Execution Daily• Tool to measure sales team &
distributors performance in outlets with respect to all parameters of sales• Coolers• Brand Pack Availability• Channel activation
• Efficient brand displays and Visibility ventures
• Control over how the brand was displayed
• Increased visibility• Volume wise segmentation of customers• Control of how brand is displayed at
retail
• Increasing cost of sales force recruitment
• Visiting cost• Training cost• Infrastructure cost• Transportation cost• Smaller volumes delivered at frequent
intervals
Advantages
Disadvantages
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Visibility Strategies
Availability Strategies
Activation Strategies
• Wall Paintings• Display Boards of
Coca Cola showcasing names of shops
• Hoardings• Parivartan training
program• Roadshows and fairs• Visi-Coolers• Aamir Khan TV ads
• Decentralized mode of Distribution
• Hub and Spoke model
• Transportation costs in the last mile borne by small distributors• Rickshaws• Cycle rickshaws• Hand carts
• Addresses working capital problem of retailers of villages
• Smaller loads and frequent deliveries
• Low cost iceboxes to distributors
• Rs.5 price point
• Smaller SKUs
• Stalls at fairs
• Activation during roadshows
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RURAL MARKETING CHALLENGES
• Distributors travel large distance to reach about 4-5 shops with drop size of a case ( makes it uneconomical)• Shifted to three tier
• Power Availability
• Lack of proper infrastructure and Roads
• Lower income
• Consumption Habits
• Low penetration of conventional media
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