COKES MARKETING STRATEGIES AND COMPETITOR ANALYSIS

Strategy

Think Local Act

Local mantra

Brand
Localization

Pricing Strategy

Promotional
Strategy

Implementation and rationale

Segmented the Indian market geographically into urban and
rural markets and applied differentiated strategies

Rural markets Broadened the brand positioning based on

the insight that soft drink category was undeveloped in this
market

Urban markets Narrow the brand positioning and creating

differentiation by offering unique value as the brand
development is high in this market

Message of social bonding and aspiration in the metros

Life ho to aisi
Message of functionality to the smaller towns and rural
areas positioning as a refreshing drink Thanda matlab
Coca Cola

Most of the Indian population belonged to the middle class

and Coke wanted to make itself available to this segment.
So, they launched an Accessibility campaign and introduced
a smaller 200ml bottle(rather than 300ml) at Rs. 5

Unlike in other countries where Coke tried to sell the

American Dream, in India, it concentrated on reaching the
masses through a marketing plan using local languages and
idiomatic expressions like Thanda matlab Coca Cola

Impact of Marketing
Strategies
The market
penetration of Coke

increased from 13% in 2001 to

25% in 2003
Coke experienced a growth of 37%
growth in rural market compared
to 24% in urban
The rural market accounted for
80% of new customers and is
attributed to 50% of its sales in
2003

Competitor Analysis

Pepsi entered India in 1988

through a JV with PAIC and
thereby became the early entrant
in the category
By virtue of the early entry, Pepsi
was able to establish its brand
among the Indian consumer
Pepsi targeted its product at the
youth unlike Coke