coca cola india
DESCRIPTION
PPT on Coca COla Red caseTRANSCRIPT
Anoop Mohan|0058/21Ankushree Gupta|0049/51
Ankit SIngh|0056/51Anubhav Mittal|0061/51Priyam Bansal|4010/51
Naman Kawatra|0219/51
Thickening the RED
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
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
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
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
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
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