Page 209 - DMGT509_RURAL MARKETING

Rural Marketing

Notes the world and estimated its brand value at $70.45 billion and with India trying to bring
economic success to their country, what better way than to welcome Coca-Cola.
Coca-Cola has made significant investments to build and continually improve its business
in India, including new production facilities, wastewater treatment plants, and distribution
systems and marketing equipments. In December 2006, Coca-Cola India launched a housing
project for rehabilitation of Tsunami victims in Collachal, Kanyakumari in partnership
with Indian Red Cross Society. During the past decade, Coca-Cola has invested more than
$1 billion US dollars in India, making Coca-Cola one of the country's top international
investors, with another pledge to invest $100 million more in its operations in India.

Through all the goods and services required to produce and market Coca-Cola products
Coca-Cola has indirectly created employment for over 125,000 people in India and directly
employs approximately 6,000 people. Its operations in India consist of 25 company-owned
bottling operations and 24 franchisee-bottling operations.
Currently India is the 12th largest economy in the world and one of the fastest growing
economies. With over one billion plus population, and over 58 percent is under the age of
20, the India market presents a lucrative and diverse opportunity for Coca-Cola. India is a
key emerging market for Coke, containing roughly a sixth of the world's population. The
soft drink sector is growing between seven and eight per cent per year.

Question
Analyse the case and discuss the case facts.
Source: http://www.ibscdc.org/Case_Studies/Marketing/

10.7 Summary

 The main task of distribution of goods is to ensure convenient and timely supply to the
customers.
 In B to B marketing mostly sales are made directly to the buyer.
 In consumer goods, sales are made through the middle men, the distribution channel
members, including sole distributor, agents, dealers, franchisers, retailers and internet.
 Agents are independent businessmen who help manufacturers in selling their products.
 Manufacturers like Eureka Forbes have eliminated the middlemen altogether, while others
with the similar product ranges are still using the time-tested methods.
 Boutiques have sprung up in most cities to cater to the elite of the town.
 Retailers are now using the latest electronic products like computers for billing, inventory
control, building customer database, and electronic anti-theft and surveillance devices.
 Agents are independent businessmen who help manufacturers in selling their products.
 The spread of computers and Internet has opened the doors for marketing or selling on the
Internet.
 The agents obtain orders from the customers, which they forward to the manufacturers.

10.8 Keywords

Boutiques: They have sprung up in most cities to cater to the elite of the town. These shops keep
the latest fashion garments and other accessories. The products are high priced, as the customers
are not price conscious, they are looking for some thing unique as status symbols.

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