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.