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| Topic: |
Social Issues
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| Number of pages / Number of words: |
12 / 3179 |
Essay's paper body
In rural markets, where both individual brand names and the soft drink market were underdeveloped, the aim was to enter the market with a recognizable brand name. On the other hand, in urban markets, where Coca-Cola was already known and where people lay more emphasis on the brands, Coca Cola aimed at narrowing its positioning, “focusing on differentiation through offering unique and compelling value†...
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The strategy Coca Cola adopted provided significant results. In 2002, the company’s volume growth reached 39% as compared to 23% for the whole soft drink industry. After getting overwhelming response from the emerging Indian market, Coca Cola India decided to invest $125 million (Rs. 750 crore) to double its capacity19...
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General points of the essay
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Why and under what conditions are people more likely to buy brand names rather than their generic counterparts?
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TO WHAT EXENT IS COCA-COLA BRAND IMAGE RESPONSIBLE FOR ITS SUCCESS?
Rural Mobile Market In India.
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