Abstract

After re-entering India in 1993, Coca Cola has invested $800 million. For a long time operations were unprofitable, but now, Coke India has turned around. The case revolves around Coke’s marketing strategy in India. Coke has broken its market into different clusters.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Coke, Coca-Cola India, Marketing strategy, Carbonated soft drinks, Non-carbonated soft drinks, Packaged drinking water, Beverage market in India, Coke advertisements in India, Vanilla Coke, Sprite, Mirinda, Kinley, Pepsi, Fanta, Wakaw dancers