cocacola marketing strategies in india

7/27/2019 CocaCola Marketing Strategies in India

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Coca-cola marketing strategies inindia


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Introduction

Coca-cola is one of the most widely known trade

mark of the worldIt was their in india till 1977 but due to strongresentment against MNCSIt was re-launched again in 1993It has more than 230 beverages to its portfolio


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Core Brand in India

Product line soft-drink:Coca-colaSpriteFantaDiet coke

LimcaMaazaThums up


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Segmentation

Demographic

Psychographic

Geographic


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Target market

Diet coke: weight consciousnessMaaza: kids , juice loving peopleSprite: young peopleThums-up: confident, mature and uniquely

masculine attitude peopleFanta: girls, ladies


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Positioning

It consist functional positioning strategy

emphasize on :PriceQuality

Product feature


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Positioning map

taste

Low calories High calories

tasteless


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dissatisfaction

expensive

Inexpensive

satisfaction

Maaza, diet coke


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Marketing-mix

It consist 4ps

ProductPricePlace

Promotion


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Product

It consist of various brand packs and flavor It product strategy promote all brandavailable in brand pack

And also introduce the product in new flavor


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price

To effectively achieve the stable balancebetween sales and covering the productioncostCompany has priced the product same as

that of its major competitor of the marketleader


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Place

Distribution channel:

Supply c ha in of coc a-cola

C & F agent

Dis t r ibu tor

Retai ler customer


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Promotion

Top line promotion: T.V ads, banner,celebrity

Bottom line promotion: promotion schemes,

publicity material


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cocacola marketing strategies in india

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