Top Story


Home >> Marketing >> Article

Coca-Cola going all out to reach rural market

Font Size   16
Coca-Cola going all out to reach rural market

Coca-Cola India is spending a lot of time and money on its rural outreach programme with emphasis on expansion of its consumer base in the rural areas. This will naturally give a boost to overall consumption.

The company is also planning to unveil a series of region-specific campaigns and is using every possible strategy to woo potential customers.

The soft drinks major is planning to close 2004 with a consumer base of 30 crore for carbonated soft drinks (CSDs) and an additional 20 crore for its soft drinks concentrates (SDCs).

Coca-Cola officials said that the targeted 30 crore consumer base will be across all Coke brands, including Thums Up, Sprite, Fanta, Limca and Coca-Cola. The company had a consumer base of 24 crore during 2003.

"We are eyeing an additional 20 crore consumers this year from Sunfill which falls under our SDC business," a senior Coca-Cola official said. He, however, declined to divulge the number of SDC consumers in 2003.

Coca-Cola is fortifying its rural marketing to build on its consumer base. According to the Coke official, per capita consumption of CSDs in rural India is as low as 3, while overall it is 10.

To fuel its rural penetration drive, the company has recently cut down prices significantly. The company is also planning to expand its retail network by 24 per cent taking the figure to 10,24,000 outlets by end-2004.

Coca-Cola claims that till date, it has covered 1,70,000 villages in India. The company hopes to cover another 40,000 villages by the end of 2004.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow