Coca-Cola India in 2004 - Marketing Strategy

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTA010 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Case Length : 21 Pages
Period : 1993-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Coca Cola
Industry : Beverages
Countries : India


After re-entering India in 1993, Coca Cola has invested $800 million.

For a long time operations were unprofitable, but now, Coke India has turned around.

The case revolves around Coke's marketing strategy in India.

Coke has broken its market into different clusters


- transport

- eating and drinking

- education and entertainment

- corporate productive centres and all others.

To reach its 300 million consumers, Coke distributes its products in over 700,000 retail outlets. In its advertising campaigns, the company uses popular film stars like Aamir Khan, Rani Mukherjee, Chiranjeevi and Simran to lure the masses. Coke also uses various innovative promotion schemes. The case discusses in depth Coke's products, its advertising campaigns and the famous taglines and how it is targeting both rural and urban markets in India.


  Page No.
Introduction 1
Background Note 1
Marketing Strategy 3
Concluding Notes 12
Exhibits 3


Coke, Coca-Cola India, Marketing strategy, Carbonated soft drinks, Non-carbonated soft drinks, Packaged drinking water, Beverage market in India, Coke advertisements in India, Vanilla Coke, Sprite, Mirinda, Kinley, Pepsi, Fanta, Wakaw dancers

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