Coca-Cola India’s Thirst for the Rural Market

Why did Coca-Cola India (CCI) focus on the rural market in the early 2000s?

• To increase volumes

• To compete with PepsiCo

• To target the urban market

• To launch new advertising campaigns

What were the three A's of CCI's rural marketing strategy?

• Availability, Affordability, Acceptability

• Advertising, Awareness, Accessibility

• Agility, Adaptability, Affordability

• Analysis, Action, Achievement

What was the distribution system used by CCI in rural areas?

• Hub and spoke

• Centralized

• Direct to retailers

• Franchise-based

What was the price of the 200 ml bottles of Coca-Cola launched in rural areas?

• Rs 10

• Rs 8

• Rs 6

• Rs 5

What was the tagline of CCI's advertisement campaign featuring Aamir Khan?

• Thanda Matlab Coca-Cola

• Yeh hi hain right choice, Baby

• Yeh dil maange more

• Thanda ya garam?

What percentage of the Indian population was engaged in agricultural activity in 2002?

• 30%

• 50%

• 70%

• 90%

What was the distribution model adopted by PepsiCo for the rural market?

• Hub and spoke

• Centralized

• Direct to retailers

• Franchise-based

What was the price of PepsiCo's 300 ml bottles after the price cut?

• Rs 10

• Rs 8

• Rs 6

• Rs 5

Which cola major had a higher market share in rural areas?

• Coca-Cola India (CCI)

• PepsiCo

• Both had equal market share

• None of the above

What were the allegations made against Coca-Cola India in 2003?

• High pesticide content in soft drinks

• Excessive use of groundwater resources

• Contamination of groundwater

• All of the above