This document discusses marketing communication strategies for soft drink companies in India. It outlines the various elements of a marketing communication mix including advertising, sales promotion, public relations, personal selling, and direct marketing. It also contrasts the needs of rural versus urban consumers in India. Finally, it provides examples of specific marketing communication tactics used by Coca-Cola in India, which is one of the largest soft drink companies in the country.

2. Indian Marketing System And Environment Group Assignment A Environment : Marketing Communication Industry: Soft Drinks (Non Alcoholic Beverages)

7. Direct marketing Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and transaction at any location.

8. Direct Marketing Catalogs Mailings Telemarketing Electronic Shopping TV Shopping Fax Mail E-mail Voice Mail

12. Sender Encoding Media Decoding Receiver Noise Response Feedback Message

13. Rural vs Urban Rural Urban Needs to be educated and guided towards making a decision More aware and educated, need less guidance, hence have more autonomy over choice of product Once trust is formed, customer loyalty is hard to break Customer loyalty is stronger only for a few brands, but usually they’ll go for the brand providing the best product Need products with essential features, and not stripped down versions or urban products Apart from essential features, they also want additional features of luxury and utility Like to “touch” and “feel” a product before buying, therefore demonstrations are usually most effective Usually they like to “touch” and “feel” only high value products.

18. Million bottles sold

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