COCA COLA IN INDIA

Leading soft drinks brand until 1977 and returned in 1993 Major driver of economic growth in the country Directly employs over 25,000 people including those on contract. Portfolio of more than 3000 beverages including fruit juices and fruit drinks, water, sports and energy drinks, teas and coffees, milk and soy-based beverages

MAJOR STRATEGIES AND THEIR EFFECTS IN INDIA

Market Entry Strategy Acquisition of Parle brands which provided access to its extensive plant bottling and pre-set distribution network Acquisition of ThumsUp, Limca, Maaza, Citra and Gold Spot which provided strong consumer preference Sales and Distribution Strategy Production of beverages with 7000 local employees at 27 wholly owned bottling operations, supplemented by 17 franchisee owned bottling operations and network of 20 contract packers Adoption of hub and spoke format distribution network

 Segmentation strategy Adopted American way of market selling when it entered Indian market It worked for a very long time to make Coke available whenever and wherever consumers wanted it in arms reach of desire planned with innovative packaging , dispensing systems and marketing programes Localization strategy Think Local, Act Local Mantra Cokes advertising and promotion strategy pulled the market plan together using local language and idiomatic expressions The tagline Thanda matlab Coca - Cola giving multiple delicious meaning

 Rural focus strategy Selling of Coke at affordable prices Investment in distribution infrastructure to effectively serve a disbursed population Doubled the number of retail outlets in rural areas Thanda matlab Coca Cola addressing the rural segment Urban India Strategy The main task was to narrow the brand positioning as also focusing on differentiation through offering unique and compelling value Life ho to aisi addressing the urban segment

PEPSICO IN INDIA
Launched in 1990 under the brand name Lehar Pepsi Market leader with maximum market share Portfolio including several healthier treats like Quaker Oats, Tropicana juices, baked multigrain Aliva range, rehydrator Gatorade, etc PepsiCo has pioneered and established a model of partnership with farmers and now works with over 24,000 happy farmers across nine states.

MAJOR STRATEGIES AND THEIR EFFECTS IN INDIA

Market Entry Strategy