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RURAL MARKETING
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Coca-Cola India adopted an innovative two-pronged approach in 2002 to gain
a foothold in rural markets. It devised an innovative pricing strategy to attract
price-sensitive rural consumers, which was backed by the rural-centric ‘
thanda
matlab
Coca-Cola’ marketing campaign featuring the Bollywood star, Aamir Khan.
Adopting an aggressive pricing strategy, the company reduced the price of a
200-ml bottle by half to INR 5—a psychological price point which worked in
favour of the brand. A higher price than this means a consumer has to shell
out a 10-rupee note which they tend to spend entirely, already having ...
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