“Coca Cola in India: a Study on Product Portfolio and Distribution Adaptation”

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IJRFM Volume 2, Issue 2 (February 2012) (ISSN 2231-5985) “COCA COLA IN INDIA: A STUDY ON PRODUCT PORTFOLIO AND DISTRIBUTION ADAPTATION” Prof. Ray Titus* Nagabhushana** ABSTRACT The research study was conducted to learn the localization strategy of global beverage company Coca Cola in terms of two of its marketing mix variables, namely, the product portfolio on offer and the distribution process. In the process detailed information was collected on products launched, sales and distribution practices followed by the company, the working style of the retail outlets that stocked and retailed Coca Cola products, and to a limited extent the psyche of the consumers. In addition the study also uncovered initiatives taken up by the top level…show more content…
Industrial customers being more rational, International Journal of Research in Finance & Marketing http://www.mairec.org 361 IJRFM Volume 2, Issue 2 (February 2012) (ISSN 2231-5985) knowledgeable, are prone to looking at more of a product’s functional properties rather than aesthetics. It has also been proposed that some companies can identify homogenous markets & target those similar markets and can manage without offering customized products (Subhash C. Jain, 1989). Inventory management, sourcing & supply chain complexities are some of the key issues which companies encounter when they take the path to customizing products for different markets. An inventory model has been developed at Hewlett-Packard (HP) Company which takes into consideration all the stages right from product design and development, then eventual customization, both operational activities & the entire supply chain. This study conducted by Hau Lee, Corey Bellington, and Brent Carter (1993) has shown the positive side of customization by exploring the benefits of innovative designs cashing in on localization concepts. The results at HP were found to be very promising. HINDUSTAN COCA COLA’S ADAPTATION STRATEGIES For Coca-Cola company Indian market has been promising and overwhelming. India has become an important part of their growth story by contributing

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