case study presentation on Coca Cola

1. Consumer Behavior
Case Study
on
Coca Cola

3. History
Ħ In first phase Coca-Cola has withdrawn from India in late 1970s
Ħ Re-entered in India in 1993 when Pepsi had covered market
Ħ Purchased brand Parle in 1993

4. Campaigns
© “Open Happiness”
© “Share a Coke”
© ” Life ho to aisi”
© “Thanda matlab Coca cola”
© “Thums Up Mega Thunder”

5. Carbonated Softdrinks
Limca
Sprite
Vanilla coke
Georgia
Maaza

6. Marketing Strategy
$ Low cost
$ Segmentation of consumers

7. Advertising and promotions
@ Campaigns
@ Rural marketing
@ Celebrity endorsements

8. Ad of this

9. Distribution
ḓ Trucks
ḓ Three Wheelers
ḓ Tricycles
ḓ Dealers

10. Results
Ȓ 23% expansion in retail outlets
Ȓ Aggressive cost reduction
Ȓ New SBU creation

11. Prepared by:
Darshana Chauhan
Heeral Brijlani
Lakhaman Danger
Sanjay Vadher
Datt Dubal
Atman Dave
Guided by:
Prof. Ashish Nathwani