Adv. Campaigne

8/7/2019 Adv. Campaigne

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Name of Institution

Amity Business School

Advertising CampaignShakti Se Bharpoor, Thandai Hai Cool.

Coca Cola

Presented By:- Ashish Chhabra D15

Aditya Singh D35


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Name of Institution


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


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Name of Institution


Focus in mind to get success in rural market?4A - Approach:

Availability

Affordability

Acceptability

Awareness


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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.


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Name of Institution


Key to Success in Rural India Physical distribution.

Channel management.

Promotion and Marketing Communication.


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Name of Institution


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.


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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.


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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.


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Challenges to facePoor rural infrastructure.

Poor power supply.

Different consumption habits.

Preference for traditional cold beverages.

Price of the branded beverages.


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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


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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.


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Issues toFocusPesticides issues and building confidence.

Infrastructure in rural market.

Competing with local brands.

Advertisement spending.

Diversification.


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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.


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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.


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