Abstract

The case focuses on the rural marketing initiatives undertaken by the cola major - Coca Cola in India. The case discusses in detail the changes brought about by Coca Cola in distribution, pricing and advertising to make inroads into rural India. The case also discusses the concept of rural marketing and its characteristics in a developing country like India. Further, it also provides details about PepsiCo’s rural marketing initiatives.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Strategy adopted by Coca-Cola to penetrate the rural market in India.

Keywords

Rural marketing, cola major, Coca Cola, India, distribution, pricing, advertising, rural India, rural marketing, characteristics, developing country, India, PepsiCo, rural marketing