The Hindu Business Line : Coke plans to reach more villages

AS part of its business strategy, Coca-Cola has decided to expand rural penetration in West Bengal by targeting more than 5,000 villages and increasing the number of distributors to more than 700 during the current summer.

In rural Bengal, now about 85,000 outlets sell Coca-Cola products.

Similarly, the company has also finalised its nationwide rural marketing policy aiming at hiking its market share of carbonated soft drinks (CSDs). It plans to reach out to 40,000 more villages across the country with products affordable at price in PET bottles and also in cheaper cartons. The company expects the per capita consumption of colas in the country to go up to 15 "standard" bottles by the end of the current year compared to the current average consumption of 10 bottles.

Mr Sunil Gupta, Vice-President (Public Affairs & Communications) of Coca-Cola India, told newspersons here on Wednesday that the company has appointed about 400 distributors through out the country to market its sugar-free soft drink concentrate in small sachets.

It expected to maintain 22 per cent growth rate in its CSD business as against the national average of about 16 per cent.The company plans to generate greater market share by increasing the affordability, availability and acceptability of its products targeting the urban, and specifically, the rural segment.

The retail network will be expanded by 24 per cent during the current fiscal. The company plans to push its popular Thums Up brand in West Bengal offering a Chhota Thums Up - 200 ml bottle - at Rs 5. Bottles with the number `5' under the crown will entitle consumers to prizes such as Mahindra Scorpios, Yamaha Enticers, Bangla music cassettes, Hero cycles and sunglasses.

The company is setting up redemption centres all over the State to allow consumers to bring their prize-winning-crowns and exchanges the same for prizes.

The Paanch Mila Kya campaign features the leading actress Bipasha Basu leveraging her popularity in West Bengal. This ad will be featured on all Bengali TV channels. The promotion is being heavily supported with extensive hoardings, in-shop merchandising, print advertising and a special rock road show.

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