Too many occasions, too many guests and too many glasses served. Coca Cola or “Coke”, as we like to call it, has been around for so many years. Coke in India is a culture for greeting guests, accompanying humble dinner menus or simply “Mixing”. Oh and if you don’t like soft drinks, there is Mazaa, Mirinda and Limca too, to satisfy your mango, orange or simply lemonade cravings. But what goes into reaching out these drinks to the forever loaded Indian refrigerators. Let’s take a look
Coca Cola is world’s leading soft drink maker and operates in more than 200 countries around the world.
FEMSA is the largest Bottling franchisee of the Coca-Cola beverages in the world.
Coca Cola doesn’t target a specific segment. It adapts its marketing strategy by developing new products.
The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc.
Existing Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, etc.
Coca-cola’s diversified product portfolio, Outsourcing operations & economies of scale helps it in cutting its operational cost & increase its profitability.
The distribution system which coca cola follows is the FMCG distribution pattern.
It uses several sales and distribution models depending on market, geographic conditions and the customer’s profile:
E.g.- the conventional truck route system, the pre-sale system, a hybrid distribution system, where the same truck carries product available for immediate sale and product previously ordered through the pre-sale system.
Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind.
It allows price discounts and allowances to distributors and retailers in order to push more products into the market. It employs both push strategy through promotions and pull strategy through advertisements and campaigns.
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