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Coca-Cola by 43 - Thesiya Herish is a document available to read on EtoBox.
Coca Cola India increased its focus on rural markets in the late 1990s for three key reasons: availability, affordability, and acceptability. To improve availability, CCI adopted a hub and spoke distribution system to reach more remote villages. It also invested in infrastructure like refrigerators and transport. For affordability, CCI introduced smaller 200ml bottles priced at Rs. 5 to appeal to price-sensitive rural consumers. Extensive marketing campaigns using celebrities and regional media helped impro
- Author
- 43 - Thesiya Herish
- Language
- EN