THANDA WENT VIRAL
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Coca-Cola India (CCI) launched a rural marketing campaign in 2002 featuring Aamir Khan to promote Coca-Cola as the generic brand for cold drinks. The campaign's tagline "Thanda Matlab Coca-Cola" targeted rural and semi-urban consumers. CCI shifted its focus to rural markets in the early 2000s due to flat urban sales and the large untapped rural market. Its rural strategy focused on availability through a hub-and-spoke distribution system, affordability by introducing smaller 200mL bottles priced at Rs. 5, and increasing acceptability with new commercials featuring Aamir Khan.
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Case study on coke
Coca-Cola India launched an advertising campaign targeting rural consumers featuring Aamir Khan with the tagline "Thanda Matlab Coca-Cola" to position Coke as a generic cold drink brand. However, rural infrastructure and consumption habits posed challenges to cracking the rural market. CCI adopted a marketing strategy addressing availability, affordability, and acceptability to overcome these obstacles. This included expanding distribution through a hub-and-spoke model, introducing smaller 200ml bottles priced at Rs. 5, and advertising campaigns using the word "Thanda" to connect Coke to the rural concept of a cold drink. The strategy helped increase CCI's rural penetration and volume.
Coca cola india’s thirst for the rural market
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This document summarizes the marketing strategies used by Coca-Cola to penetrate the rural Indian soft drinks market. Some key points:
1) Coca-Cola realized the rural market had huge potential but needed different strategies to overcome issues like poor infrastructure and competition.
2) The company changed its distribution model to use smaller vehicles and transports suitable for rural areas. It also introduced smaller and more affordable 200ml PET bottles priced at Rs. 5.
3) An extensive marketing campaign featuring Aamir Khan commercials associated "Thanda" (cold drink) with Coca-Cola. The ads resonated with rural audiences and increased brand awareness.
mmpresentation-150420114732-conversion-gate01.pdf
This document provides an overview of the soft drink industry in India. It discusses key points such as:
- The size and growth of the soft drink market in India, which is dominated by MNCs Coke and Pepsi.
- Details on major players like Coca-Cola, including their investments, brands, and strategies to expand into rural markets through improved distribution networks and affordability.
- The success Coca-Cola found through rural marketing campaigns featuring Aamir Khan that associated their brand with the concept of "thanda" or cold drinks.
- Ongoing trends in the industry like new product extensions and partnerships between companies.
Coca cola india case study
Coca Cola India (CCI) launched a new rural marketing strategy in the early 2000s to target rural consumers and increase sales volumes. The strategy focused on three areas: availability through expanding rural distribution networks, affordability by introducing smaller and cheaper bottle sizes, and acceptability through extensive advertising campaigns. These initiatives helped CCI increase its rural market share from 9% in 2001 to 25% in 2003. However, CCI faced increasing competition from PepsiCo in rural markets and allegations in 2003 about pesticides in its drinks and excessive water usage, which negatively impacted sales.
5
Coca Cola India shifted its marketing focus to rural areas in the early 2000s to increase sales volumes. It developed a three pronged rural marketing strategy of availability, affordability, and acceptability. To improve availability, it changed from a centralized to hub-and-spoke distribution system. It also invested in expanding production capacity and distribution infrastructure. To improve affordability, it launched smaller 200ml bottles priced at Rs. 5. Extensive marketing campaigns featuring Aamir Khan supported these initiatives and aimed to increase brand acceptance in rural areas. However, allegations about the company's environmental and health impacts posed challenges to its rural expansion goals.
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Coca-Cola India launched an advertising campaign targeting rural consumers featuring Aamir Khan with the tagline "Thanda Matlab Coca-Cola" to position Coke as a generic cold drink brand. However, rural infrastructure and consumption habits posed challenges to cracking the rural market. CCI adopted a marketing strategy addressing availability, affordability, and acceptability to overcome these obstacles. This included expanding distribution through a hub-and-spoke model, introducing smaller 200ml bottles priced at Rs. 5, and advertising campaigns using the word "Thanda" to connect Coke to the rural concept of a cold drink. The strategy helped increase CCI's rural penetration and volume.
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1) Coca-Cola realized the rural market had huge potential but needed different strategies to overcome issues like poor infrastructure and competition.
2) The company changed its distribution model to use smaller vehicles and transports suitable for rural areas. It also introduced smaller and more affordable 200ml PET bottles priced at Rs. 5.
3) An extensive marketing campaign featuring Aamir Khan commercials associated "Thanda" (cold drink) with Coca-Cola. The ads resonated with rural audiences and increased brand awareness.
mmpresentation-150420114732-conversion-gate01.pdf
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- The size and growth of the soft drink market in India, which is dominated by MNCs Coke and Pepsi.
- Details on major players like Coca-Cola, including their investments, brands, and strategies to expand into rural markets through improved distribution networks and affordability.
- The success Coca-Cola found through rural marketing campaigns featuring Aamir Khan that associated their brand with the concept of "thanda" or cold drinks.
- Ongoing trends in the industry like new product extensions and partnerships between companies.
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5
Coca Cola India shifted its marketing focus to rural areas in the early 2000s to increase sales volumes. It developed a three pronged rural marketing strategy of availability, affordability, and acceptability. To improve availability, it changed from a centralized to hub-and-spoke distribution system. It also invested in expanding production capacity and distribution infrastructure. To improve affordability, it launched smaller 200ml bottles priced at Rs. 5. Extensive marketing campaigns featuring Aamir Khan supported these initiatives and aimed to increase brand acceptance in rural areas. However, allegations about the company's environmental and health impacts posed challenges to its rural expansion goals.
Coca Cola India€ ’²S Thirst For Rural Marketing
Coca Cola India shifted its marketing focus to rural areas in the early 2000s to increase sales volumes. It developed a three pronged rural marketing strategy of availability, affordability, and acceptability. To improve availability, it changed from a centralized to hub-and-spoke distribution system. It also invested in expanding production capacity and distribution infrastructure like refrigerators and vehicles. To improve affordability, it launched smaller 200ml bottles priced at Rs. 5. Extensive marketing campaigns featuring Aamir Khan aimed to increase brand acceptance in rural areas by associating Coke with the word "thanda" meaning cold drink. While initial rural initiatives showed success, controversies over pesticides and water usage in 2003 impacted Coke
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Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
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Coca-Cola struggled in India in the early 2000s due to losses in urban areas. To drive growth, it shifted its focus to rural markets, which account for over 50% of India's consumer population. Coca-Cola developed a rural marketing strategy focused on affordability, acceptability, and availability. It introduced smaller, more affordable bottle sizes and used advertising featuring popular celebrities. It also implemented a new distribution system using hub-and-spoke models to efficiently reach rural villages across India. This rural marketing strategy led to 37% growth in Coca-Cola's rural market and helped make rural markets a significant source of income.
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𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
The History of Stoke Newington Street Names
Presented at the Stoke Newington Literary Festival on 9th June 2024
www.StokeNewingtonHistory.com
Leveraging Generative AI to Drive Nonprofit Innovation
In this webinar, participants learned how to utilize Generative AI to streamline operations and elevate member engagement. Amazon Web Service experts provided a customer specific use cases and dived into low/no-code tools that are quick and easy to deploy through Amazon Web Service (AWS.)
How to Create a More Engaging and Human Online Learning Experience
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Wahiba Chair's Talk at the 2024 Learning Ideas Conference. Walmart Business+ and Spark Good for Nonprofits.pdf
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
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Pengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptx
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
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For more information about PECB:
Website: https://pecb.com/
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Slideshare: http://www.slideshare.net/PECBCERTIFICATION
Constructing Your Course Container for Effective Communication
Communicating effectively and consistently with students can help them feel at ease during their learning experience and provide the instructor with a communication trail to track the course's progress. This workshop will take you through constructing an engaging course container to facilitate effective communication.
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Hindi varnamala | hindi alphabet PPT.pdf
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingExcellence Foundation for South Sudan
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.Recently uploaded (20)
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Film vocab for eal 3 students: Australia the movie
Film vocab for eal 3 students: Australia the movie
B. Ed Syllabus for babasaheb ambedkar education university.pdf
B. Ed Syllabus for babasaheb ambedkar education university.pdf
Leveraging Generative AI to Drive Nonprofit Innovation
Leveraging Generative AI to Drive Nonprofit Innovation
How to Create a More Engaging and Human Online Learning Experience
How to Create a More Engaging and Human Online Learning Experience
Walmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdf
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
RHEOLOGY Physical pharmaceutics-II notes for B.pharm 4th sem students
Pengantar Penggunaan Flutter - Dart programming language1.pptx
Pengantar Penggunaan Flutter - Dart programming language1.pptx
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...
Constructing Your Course Container for Effective Communication
Constructing Your Course Container for Effective Communication
Chapter wise All Notes of First year Basic Civil Engineering.pptx
Chapter wise All Notes of First year Basic Civil Engineering.pptx
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
NEWSPAPERS - QUESTION 1 - REVISION POWERPOINT.pptx
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
THANDA WENT VIRAL
- 2. THANDA WENT VIRAL • IN EARLY 2002, COCA-COLA INDIA (CCI) FOR INFORMATION ABOUT CCI) LAUNCHED A NEW ADVERTISEMENT CAMPAIGN FEATURING LEADING BOLLYWOOD ACTOR – AAMIR KHAN. • THE ADVERTISEMENT WITH THE TAG LINE – ‘THANDA MATLAB COCA-COLA’ WAS TARGETED AT RURAL AND SEMI-URBAN CONSUMERS. • ACCORDING TO COMPANY SOURCES, THE IDEA WAS TO POSITION COCA-COLAAS A GENERIC BRAND FOR COLD DRINKS. THE CAMPAIGN WAS LAUNCHED TO SUPPORT CCI TO DO RURAL MARKETING INITIATIVES.
- 3. WHEN COKE ENTERED RURAL MARKETS • CCI BEGAN FOCUSING ON THE RURAL MARKET IN THE EARLY 2000 IN ORDER TO INCREASE VOLUMES. THIS DECISION WAS NOT SURPRISING, GIVEN THE HUGE SIZE OF THE UNTAPPED RURAL MARKET IN INDIA • WITH FLAT SALES IN THE URBAN AREAS IT WAS CLEAR TO SHIFT FOCUS TOWARDS RURAL MARKETS. IF YOU CAN CRACK IT, THERE IS TREMENDOUS POTENTIAL
- 4. STRATEGY • THEIR RURAL MARKETING STRATEGIES WAS BASED ON THREE A’S - AVAILABILITY AFFORDABILITY ACCEPTABILITY
- 5. AVALIABILITY AVALIABILITY-IT REALIZED THAT THE CENTRALIZED DISTRIBUTION SYSTEM USED BY THE COMPANY IN THE URBAN AREAS WOULD NOT BE SUITABLE FOR RURAL AREAS. IN THE CENTRALIZED DISTRIBUTION SYSTEM THE PRODUCT WAS TRANSPORTED DIRECTLY FROM THE BOTTLING PLANTS TO RETAILERS. UNDER THE HUB AND SPOKE DISTRIBUTION SYSTEM, STOCK WAS TRANSPORTED FROM THE BOTTLING PLANTS TO HUBS AND THEN FROM HUBS.
- 6. AFFORDABILITY • AFFORDABILITY- A SURVEY CONDUCTED BY CCI REVEALED THAT 300 ML BOTTLES WERE NOT POPULAR WITH RURAL AND SEMI-URBAN RESIDENTS WHERE TWO PERSONS OFTEN SHARED A 300 ML BOTTLE. IT WAS ALSO FOUND THAT THE PRICE OF RS10/- PER BOTTLE. SO CCI LAUNCHED 200 ML BOTTLES PRICED AT FIVE RUPEES.
- 7. ACCEPTABILITY • ACCEPTABILITY- • IN THE SUMMER OF 2003, CCI CAME UP WITH A NEW COMMERCIAL FEATURING AAMIR KHAN, TO FURTHER STRENGTHEN THE COCA-COLA BRAND IMAGE AMONG RURAL CONSUMERS.
- 8. TOPIC FOR DISCUSSION • WHAT IS THE REASON THAT CCI MOVED TO THE RURAL REGIONS • HOW THE TAGLINE ‘ THANDA MATLAB COCA COLA’ WAS SO EFFECTIVE TO BUILD UP A CONNECTION WITH THE PRODUCT
- 9. SOLUTION • AS MOST OF THE POPULATION DO BELONG TO RURALAREAS SO THE COMPANY HAD SEEN MORE POTENTIAL CUSTOMERS AS PEOPLE BELONGING TO THOSE AREAS ARE NOT ABLE TO GET TASTE OF SOFT DRINKS. • BUT AS THE AAMIR KHAN-STARRER 'THANDA MATLAB COCA-COLA' AD CAMPAIGN MADE THE ALMOST UNIVERSAL RURAL WORD FOR SOFT DRINKS A HOT CATCHPHRASE