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` Fashionable Brand Conscious Customers

` Average Consumers

` Peer pressured Consumers

` Coke Addicts
!  
` !)! .! ' 
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` his can be seen by Coca-Colas advertising campaigns,
which are aimed towards the young.
` Features well known personalities popular to this age
group, ranging from entertainers such as Aamir Khan,
Aishwarya Rai, Hrithik Roshan
` Rural Markets are a prime target Rs.5 Coke
„    
Coke relies heavily on images of
` Happiness and togetherness
` radition
` Nationalism
" handa Matlab Coca Cola" ----- People in India generally
refers cold drinks as ¶thanda·.
` ë  Bujhay Only Pyass Bak  B

` F  ² ë F     Loud Bu    A

` Lmc ² ëLm Lm  Lmc
` K  (M  W
„! | 
` Affordability Strategyµ introduced in 2002.
` Pricing 200 ml bottle at Rs.5 and 300 ml bottle at Rs.
8.
` Unprecedented growth rate of above 40% in 2002.
` Consistent double digit growth since then.
„! |i 
m Presence in Multiple segments.
m Carbonated soft drinks (Coke, Diet Coke,
` Fanta ,hums Up, Sprite & Limca.
m Fruit juice based drinks (Maaza,Minute Maid .
m Powdered soft drinks (Sunfill.
m Coffee and tea (Georgia.
m Bottled water (Kinley and bottled soda (Kinley Soda.
„! |i 
m A mix of its global brands as well as the locally .
m Beverages in multiple volumes of 200 ml,
` 300ml,500ml, 1.5 ltr bottles, tetra packs as well as
through vendors (fountain machines.
„! i  
m Intensive brand-building programme.
m Using local insights to build powerful connect
` for its brands.
m Roping in a host of cricketers and Indian movie stars to
endorse its products.
m Creating a distinct identity for each of its flagship
brands
„|
m xtensive rural and urban distribution
network.
m Hub and spoke format distribution network.
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