Abstract

The caselet, ‘Coke: Reaping the Benefits of Going Rural’ takes a look at the challenges Coca-Cola India faced with the saturation of its primary market of urban India. The company was left with no choice but to look at developing the rural India market. The caselet describes the ways in which the company developed innovative mechanisms in distribution, promotion, and pricing to attract the rural population and how these strategies proved successful in attracting the rural segment.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How marketers can address the issue of market expansion after saturation in urban areas
• Customizing products and promotions depending on the target segment
• and Innovative methods of developing distribution channels.

Keywords

Coca-Cola India, Coke, Pepsi, Chota Coke, Going Rural, Hub and spoke distribution, Distribution Network, Aamir Khan, Urban focused drink and Target consumer segment