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8/7/2019 Adv. Campaigne
1/16
Name of Institution
Amity Business School
Advertising CampaignShakti Se Bharpoor, Thandai Hai Cool.
Coca Cola
Presented By:- Ashish Chhabra D15
Aditya Singh D35
8/7/2019 Adv. Campaigne
2/16
Name of Institution
Amity Business School
Strategies of Rural MarketingClient and location specific promotion
Joint or cooperative promotion..
Bundling of inputs
Management of demand
Developmental marketing
Unique selling proposition (USP)
Extension services
Business ethics
8/7/2019 Adv. Campaigne
3/16
Name of Institution
Amity Business School
Focus in mind to get success in rural market?4A - Approach:
Availability
Affordability
Acceptability
Awareness
8/7/2019 Adv. Campaigne
4/16
Name of Institution
Amity Business School.
Rural 75% population engaged in agriculture related activity.
According to industry estimates 70 % of population engaged in agricultural
activity.
700 million people (
Aug. 2002)
1/3rd of countrys GNP
450 districts, 6,30,000 villages approx.
Rural India is also characterized by growing affluence:
Agricultural output increasingly to early 215 millions tonnes in 2004 compared to
176 millions in 1991.
8/7/2019 Adv. Campaigne
5/16
Name of Institution
Amity Business School
Key to Success in Rural India Physical distribution.
Channel management.
Promotion and Marketing Communication.
8/7/2019 Adv. Campaigne
6/16
Name of Institution
Amity Business School
Coke in IndiaCoca-Colawas the leading soft drink brand in India until 1977 when it left rather thanreveal its formula to the government.
After a 16 year absence, Coca-Cola returned to India in 1933, commenting its presencewith
a deal that gave Coca-Cola ownership of the nations top soft drink brand and bottling
company.
Cokes acquisition of local popular India brands including Thums Up, Limca, Maaza, Citra
etc., a strategic step & success.
In spite of growth, annual per capita consumptionwas only 6 bottles versus 17 in Pakistan,
73 in Thailand, and 800 in U.S.
With its large population and low consumption, the rural market represented a significant
opportunity for penetration.
8/7/2019 Adv. Campaigne
7/16
Name of InstitutionAmity Business School
Thanda goes RuralA new advertising campaign Coca Cola India
Featuring Bollywood starAamir Khan.
Tagline Shakti Se Bharpoor, Thandai Hai Cool, Coca-Cola.
Targeted as rural, semi urban customers.
Idea was to position Coca-Cola as a brand for health drinks.
CCI began focusing on the rural market in the early 2000 in order to
increase volumes.
8/7/2019 Adv. Campaigne
8/16
Name of InstitutionAmity Business School
Reason for the DecisionFlat sales in urban markets.
Huge size of untapped rural market.
Improvement in income and spending power of rural people.
Better physical distribution channel.
Aspirations for better lifestyles.
Increased awareness due to television reach.
8/7/2019 Adv. Campaigne
9/16
Name of InstitutionAmity Business School
Challenges to facePoor rural infrastructure.
Poor power supply.
Different consumption habits.
Preference for traditional cold beverages.
Price of the branded beverages.
8/7/2019 Adv. Campaigne
10/16
Name of InstitutionAmity Business School
Marketing Strategy (4A - Approach)Availability: Jo dikhta hai wo bikta hai .
Capacity expansion doubling the bottling capacity.
Unique and different distribution strategy Hub & Spoke distribution.
200000 refrigerators to rural retailers.
Affordability
Various bottle sizes: 200 ML, 500ML and 1LT.
Priced at Rs.7, Rs. 12 & Rs. 23.
Acceptability
Low cost ice boxes a tin box for new outlets and thermocol box for seasonal outlets.
Awareness
Mass media marketing.
Participation in weekly Mandies, Haats, & Fairs.
Festivals and carnivals.
Field education.Mobile hones and movie theaters
8/7/2019 Adv. Campaigne
11/16
Name of InstitutionAmity Business School
Importance of Advertising in Rural Marketing
The low level of education that creates problem in brand identification.
Since they can not read the brand names and price tags it makes it easier
for the clones to launch brands similar in label and design and spoil the
brand image.
Unprincipled retailers are taking the benefit and damaging the perception
of the brands before they actually enter in to the rural market.
It helps in acceptability of the product.
It helps in the market penetration.
To strengthen the brand image.
8/7/2019 Adv. Campaigne
12/16
Name of InstitutionAmity Business School
Issues toFocusPesticides issues and building confidence.
Infrastructure in rural market.
Competing with local brands.
Advertisement spending.
Diversification.
8/7/2019 Adv. Campaigne
13/16
Name of InstitutionAmity Business School
8/7/2019 Adv. Campaigne
14/16
Name of InstitutionAmity Business School
.
Indian Market
Many schools and hospitals in India have taken off colas from their canteens in the wake of the pesticides
controversy are still to put them back again. Instead, flavored milk drinks which have become cheaper
due to increasing volume sales are being preferred by student and hospital patients.
Opportunities for the Flavored MilkIndustry
Reestablish milk, including avored milk, as the beverage choice among children.
Make avored milk easily available in schools.
Develop and promote competitive avored milks that are embraced by kids and
recommended by moms, school leaders and health professionals.
Evaluate the local school environment, taking into consideration attitudes about types and
levels of sweeteners, fat levels and serving sizes.
Develop reduced-sugar avored milk options for use in schools.
Consider sugar as the rst sweetener option for avored milk innovations.
8/7/2019 Adv. Campaigne
15/16
Name of InstitutionAmity Business School
.
Nutritional Value of Flavored Milk
It is an universally acknowledged fact that children hate to drink milk. Flavored milk can
make a difference in the children's daily consumption of milk. Like all milk, flavored milk is a
rich source of calcium, protein, vitamin D, vitamin A, vitamin B12, phosphorus, riboflavin,
potassium and niacin. Milk's nutrients, especially calcium, are necessary for developing strong
bones and teeth. Each 8-ounce serving ofwhite or flavored milk provides 300 mg of calcium,
about one-third to one-fourth of children's daily calcium requirement.
Popular Flavors Available in the Market
Favored milks are being sold in creative packaging, helping to attract new consumers to the
dairy aisle. Traditionally, the most popular flavors have been chocolate, straw berry, vanilla,
coffee and banana. Black raspberry, blueberry, root beer, cappuccino, and coffee, are also
available. Chocolate milk, however, has long been the most popular flavored milk consumed.
8/7/2019 Adv. Campaigne
16/16
Name of InstitutionAmity Business School
THANKYOUTHANKYOU