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Coca Cola The worlds Largest Brand Ranks as the 6th largest company on the Fortune 100 list Has more nations on its marketing chart then the United Nations member countries Has a daily consumption of about a million litres in the world And yet it had to dismantle its entire marketing strategy and regenerate it Why To penetrate the enigma called Rural India Market Overview Rural India has a considerable depth of volume as far as beverages are concerned Drinks Available Milk Based Milk Tea Coffee Curd Milk Skimmed Curd Sattu Mattha Milk Shakes Eg Mango Shakes Water Based Non - Concentrate -- Non - Carbonated Sherbets with a variety of Flavours like rose lemon khus Purified Rose water Variety of Freshly Prepared Juices Branded Juices Eg Mazza Water Based Concentrate Based - Non Carbonated Flavours of Saccharine spiked water Eg Kalla Khatta Aqua etc Concentrate drinks like Rasna Energy Drinks like Glucon - D Water Based Concentrate Based - Carbonated Carbonated Colas Black coloured Colas Eg Coke Carbonated Flavours Orange Milky Blue Eg Fanta Limca Carbonated Plain Clear Eg Sprite Alcohol Based Drinks Furnace made Local Production Branded Indian Made Branded Imported Market Size Total sales of soft drinks in India amounted to Rs111 billion and almost 3272 million litres in 2002 with growth of around 7 in current value and 17 in volume terms in that year Out of this revenue 30 came from the rural markets and semi urban areas The broad break up of sales between the three kinds of Soft Drinks as on 2002 was The rest was accounted for by squashes and syrups The consumption of these items generally shoots up during summer when the temperatures in hinterland sometimes even cross 40 degrees Celsius The first choice of most rural folk is Milk Based and Water Based Non
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