Coke advertised the idea to younger generations that having a cool instantly

Coke advertised the idea to younger generations that

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Coke advertised the idea to younger generations that “having a cool, instantly refreshing drink, packaged in a beautiful, small & stylish to hold bottle while you go dating outdoors in the hot & humid Indian tropical climate.” (Garu, 2016) The large advertisement that Coca-Cola had that reached many potential consumers was Coke re-entered the India market and “did a strategic sponsorship in 1998 with the Sharjah Tri-Nation Cricket Cup, just before it entered the Indian market. It came to be known as the Coca-Cola 1998 cup.” (Garu, 2016) This was a very premeditate plan, by the Coca-Cola company sponsoring the Cricket Cup with their involvement they were able to have their product continually shown. However, their most successful campaign advertisement that Coca-
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Cola is what really defined their success in India. Coke in 2003 launched “Thanda Matlab Coca-Cola” and this was just an example of how well they took the time to understand the culture of the country that they are trying to sell their product in. “Thanda in India means cool drink, and this word is ingrained in the india culture. For example, when guest come to our house, we as “kuch thanda lenge yaa garam?, means will you prefer having something cool or hot? The advertisement director used a clever twist of this very familiar Indian Hindi word to link it to Coca-Cola. Resulting in a synonymous recognition in the Indian minds of anything cool means Coca-Cola, making it the cool drink for everyone.” (Garu, 2016) How Coke has proceeded to generate positive consumer behavior with their marketing activities is they are creating and installing “Splash Bars” in their neighborhoods. Splash Bars in neighborhoods are where they are selling a small amount of Coke at a kiosk from a machine for a really cheap price. The Splash Bars have become such an accomplishment because of the women who are running these kiosks have really integrated them into their community while making it a community center at the same time. This has been such a success that “what started in 2013 with 31 splash bars run by rural women in Gujarat, has now been scaled up to over 30,000 splash bars selling over 1.5 million cups of Coca-Cola products per day.” (ProductVenture, 2019)
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  • Fall '17
  • The Coca-Cola Company, Coca-Cola India

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