EL BHARAT ELECTRONICS LIMITED BHEL BHARAT HEAVY ELECTRICALS LIMITED HAL Hindustan aeronautics limited NAL NATIONAL AEROSPACE

LABORATORIES. DRDO Defense Research and Development Organization. ISRO INDIAN SPACE RESEARCH ORGANIZATION ITI INDIAN TECHNICAL INSTITUTE IISC INDIAN INSTITUTE OF SCIENCE NCBS National Centre for Biological Sciences. UAS University Administration and Service Full form of GOOGLE is " Global Organization Of Oriented Group Language Of Earth" Full form of YAHOO is "Yet Another Hierarchical Officious Oracle"

1 Ratan Tata Tata Sons 2 Mukesh D Ambani Reliance Industries 3 Kumar Mangalam Birla The Aditya Birla Group 4 Azim H Premji Wipro 5 Chanda Kochhar ICICI Bank 6 Deepak Parekh HDFC 7 A M Naik Larsen & Toubro 8 Anand G Mahindra Mahindra Group 9 Adi Godrej Godrej Group 10 KV Kamath Infosys & Non Executive Chairman, ICICI 11 Anil D Ambani Reliance Group 12N Chandrasekaran Tata Consultancy Services 13 Gautam S Adani Adani Group 14 Shashi RuiaEssar Group 15 Cyrus Mistry Tata Sons 16 Sunil Bharti Mittal Bharti Enterprises 17 Naveen JindalJindal Steel & Power 18 Nitin Paranjpe Hindustan Unilever 19 Shiv Nadar HCL 20 Venu SrinivasanSundaram Clayton, TVS Motor Company Rank Name Company 21 SP Hinduja Hinduja Group 22 Sajjan Jindal JSW Steel 23 Anil AgarwalVedanta Resources 24 KP Singh DLF Group 25 Rajiv Bajaj Bajaj Auto 26 YC Deveshwar ITC 27 HM Nerurkar Tata Steel 28 S D Shibulal Infosys 29 Kiran Mazumdar Shaw, Biocon 30 Dr. K Anji ReddyDr. Reddy's Laboratories 31 Sanjay Lalbhai Arvind 32 Nusli Wadia Wadia Group 33 Subhash Chandra Zee Group 34 Aditya Puri HDFC Bank 35 Pawan Munjal Hero Moto Corp 36 Pratip Chaudhuri State Bank of India 37 Prathap C. Reddy Apollo Hospitals Group 38 Ajay PiramalPiramal Group 39 Kalanidhi Maran Sun Group 40 G M Rao GMR Group Rank Name Company 41 N Srinivasan India Cements 42 Kishore Biyani Future Group 43 Vijay Mallya UB Group 44 TS Vijayan LIC 45 Ratan Jindal Jindal Stainless 46 R Mukundan Tata Chemicals 47 Y K Hamied Cipla 48 Sudhir Vasudeva ONGC 49 Gautam Thapar Avantha Group 50KR Kamath Punjab National Bank 51 Prakash M Telang Tata Motors 52 Bhaskar Bhat Titan Industries 53 D Shivakumar Nokia India, Middle East & Africa 54 Pankaj Patel Cadila Healthcare 55Shobhana Bhartia HT Media 56 Arup Roy Choudhury NTPC 57 Ramesh Chandra Agarwal Dainik Bhaskar Group 58 Shikha Sharma Axis Bank 59 Ashwin C Choksi Asian Paints 60 MD Mallya Bank of Baroda Rank Name Company 61 Uday Kotak Kotak Mahindra Bank 62 Kuldip Kaura ACC 63 CS Verma SAIL64 BP Rao BHEL 65 Jaiprakash Gaur Jaypee Group 66 Rajan Anandan Google India 67 Bhaskar Pramanik Microsoft India 68 Analjit Singh Max India 69 Dilip S Shanghvi Sun Pharmaceuticals 70MS Oberoi Oberoi Group 71 Naina Lal Kidwai HSBC India 72 BK Goenka Welspun Group 73Kalpana Morparia JP Morgan India 74 A Vellayan Murugappa Group 75 John Flannery GE India 76Baba Kalyani Bharat Forge 77 Anand Burman Dabur India 78 D Bhattacharya Hindalco Industries 79Neelam Dhawan Hewlett Packard India 80 Rana Kapoor YES Bank

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter.F. Drucker Market leadership, turnover, customer satisfaction etc are few of the many indicators of success for a firm. The success is attributed if the product/service is technologically superior and of good quality or an effective marketing, promotion and distribution strategy is in place. Innovative marketing at its best can be understood from Coca-Cola Indias venture into rural India in the year 2002, with an innovative promotion and marketing strategy that differentiated it from its competitors. Atul Singh, the companys president for India and South West Asia in an interview said We want every part of our portfolio to grow, so that any consumer, on any occasion, anywhere in India, makes a choice to drink a Coca-Cola product. Prior to 2002, for people in villages and small towns Cola signified Pepsi-Cola and CocaCola India was pretty much determined to break this jinx. However, the task was not easy and there were too many issues to be addressed beforehand. Poor rural infrastructure, consumption habits (preference of traditional cold beverages -lassi and Neembu pani), awareness of the product, mercurial electric supply and apprehension among shopkeepers added to Coca-Cola Indias dilemma. It started its rural campaign with strategy focused around three As of marketing.

Availability
The centralized distribution system of transporting the product directly from the bottling plants to retailers, as used in urban market was futile for rural market which resulted in innovative Hub and spoke distribution system. The stock was transported from the bottling plants to hubs and then from hubs to spokes (situated in small towns) and from spokes to retailers who catered to the demands in rural areas. A well designed marketing strategy with strong and efficient supply chain and logistics ensured Coca-Colas presence with increase in coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003.

Affordability

A survey by Coca-Cola in 2001 revealed that 300 ml bottle priced at Rs 10/- was not popular with rural and semi-urban price sensitive customers. In reply to that, Coca-Cola launched 200 ml bottles (Chota Coke) priced at Rs 5/- . Coca-Cola achieved affordability by economies of scale. Then the next big task at hand was increasing brand awareness among the target segment in rural areas.

Acceptability
Coca-Cola backed up its pricing and distribution by extensive marketing in the mass media and outdoor advertising. Hoardings with painted name Coca-Cola on the compounds of the village residence, participation in annual haats and television commercials (TVCs) on Doordarshan were all set to mark Cokes presence in a big way. TV commercial for North Indian people referring Coca-Cola as thanda was flooded on television with Amir Khan as brand ambassador. Progressive advertising ensured easy brand recall and top of mind awareness among customers. Judith Evans pointed out, Travel where you will, anywhere in the world, and you will encounter Coca-Cola on clothes, in signs, on packaging, in art everywhere. Market has encountered lot of innovation in terms of products, packaging, equipment handling, marketing etc, but the way in which Coca-Cola adopted its strategy for the Rural Indian market was remarkable and it definitely established Coca-Cola as lifes one of the most delightful elixirs.