Scribd Logo
Upload

Welcome to Scribd!

  • 597 views

    Consumer Behavior

    Uploaded by

    sushilverma88
    Coca-Cola re-entered the Indian market in 1993 and acquired popular local brands like Thums Up and Limca. In 2002, Coca-Cola launched an advertising campaign featuring Bollywood star Aamir Khan with the tagline "Thanda matlab Coca-Cola" to position Coke as the generic term for cold drinks in rural India. The company began focusing on rural markets in the early 2000s through strategies like a Rs. 5 price point to make soft drinks more accessible to rural populations for the first time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Consumer Behavior

    Uploaded by

    sushilverma88
    597 views25 pages
    Coca-Cola re-entered the Indian market in 1993 and acquired popular local brands like Thums Up and Limca. In 2002, Coca-Cola launched an advertising campaign featuring Bollywood star Aamir Khan with the tagline "Thanda matlab Coca-Cola" to position Coke as the generic term for cold drinks in rural India. The company began focusing on rural markets in the early 2000s through strategies like a Rs. 5 price point to make soft drinks more accessible to rural populations for the first time.

    Original Title

    Consumer Behavior Ppt

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Coca-Cola re-entered the Indian market in 1993 and acquired popular local brands like Thums Up and Limca. In 2002, Coca-Cola launched an advertising campaign featuring Bollywood star Aamir Khan with the tagline "Thanda matlab Coca-Cola" to position Coke as the generic term for cold drinks in rural India. The company began focusing on rural markets in the early 2000s through strategies like a Rs. 5 price point to make soft drinks more accessible to rural populations for the first time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    597 views25 pages

    Consumer Behavior

    Uploaded by

    sushilverma88
    Coca-Cola re-entered the Indian market in 1993 and acquired popular local brands like Thums Up and Limca. In 2002, Coca-Cola launched an advertising campaign featuring Bollywood star Aamir Khan with the tagline "Thanda matlab Coca-Cola" to position Coke as the generic term for cold drinks in rural India. The company began focusing on rural markets in the early 2000s through strategies like a Rs. 5 price point to make soft drinks more accessible to rural populations for the first time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 25

     ‘Rural’- 75% population engaged in agriculture

    related activity.
     According to industry estimates, in 2002, 70% of
    population engaged in agricultural activity:-
     700 million people

     1/3rd of country’s GNP

     450 districts, 6,30,000 villages

     A typical village retail environment consists of 4-


    5 kirana shops, the size of such stores varies
    depending on the size and population density of
    village where it serves.
     After a 16-year absence, 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.

     Coke’s acquisition of local popular India


    brands including Thums Up, Limca, Maaza,
    Citra etc:- a strategic step & success.
     In 2002, CCI launched a new advertisement
    campaign:-
     Featuring Bollywood star Aamir Khan.
     Tagline – ‘Thanda matlab Coca-Cola’.
     Targeted at rural, semi urban customers.
     Idea was to position Coca-Cola as a generic
    brand for cold drinks.
     CCI began focusing on the rural market in the
    early 2000s in order to increase volumes.
     Rs.5, this pricing strategy closed the gap
    between Coke and basic refreshments like
    lemonade and tea, making soft drinks truly
    accessible for the first time.
     Commercials showed progression in associating
    ‘Coke’ with ‘Thanda’ in a rural/semi urban
    context.
     Ad 1 - Tapori – connection of coke with thanda
    was
    made.
    Ad 2 - Hyderabadi shopkeeper – shopkeeper
    equates
    the word thanda with Coca-Cola.
    Ad 3 - Punjabi farmer – when one asks for
    thanda, one would get
    coke.
    o Geographic Segmentation
     Region – All over India
     Density of area: Rural
     Climate : Temperate, Hot, Humid, Rainy
     Demographic Segmentation
     Age – 10above
     Sex – Male, Female
     Income : Rs. 1500-above
     Education : Literate, Illiterate
    Psychographic Segmentation
    Socioeconomic Class: Middle and Upper
    Lifestyle : Status seekers
    Behavioral Segmentation
    Occasions: Regular and Special
    Benefits:
     Economy
     Value for the money
     Refreshment
    High Refreshment

    Brand
    image
    Low

    Low Refreshment
    Maslow’s Hierarchy of Needs

    Self-Actualization

    CB NEEDS
    (Self-fulfillment)

    Ego Needs
    (Prestige, status, self esteem)

    Social Needs
    (affection, friendship, belonging)

    Safety and Security Needs


    (Protection, order, stability)

    Physiological Needs
    (Food, water, air, shelter, sex)
    21
    Unconditioned-
    Stimulus
    Thanda
    Unconditioned
    -Response
    Refreshing
    Conditioned
    Stimulus
    Coca-Cola

    Conditioned Conditioned
    Stimulus Response
    Coca-Cola Refreshing
     Positioning Against Competition

     Positioning Based on a Specific Benefit

     Perceived Risk:- High


          
     

    You might also like