The undertaking aims to decode how efficaciously Coca Cola Company has leveraged consumer behavior in India. We have considered the challenges that India poses for the selling of globally produced FMCGs ( fast traveling consumer goods ) followed by observation of how the selling of Coca Cola has been tailored for the Indian context and on its comparative successes. Cultural Factors:

Culture is the cardinal determiner of a person’s wants and behavior ( Philip Kotler ) . India has ever been known for its cultural diverseness. With a assortment of civilizations in India. Coca Cola faced a challenge in how to aim across the cultural lines. Initially. they made the error of concentrating on the American manner of life but they realized their error rapidly and started researching the Indian market in item. They found that the 3A’s of handiness. affordability and acceptableness needed to be employed. Besides. affordability was the biggest driver for desirableness. Culture:

Coca Cola discovered that the values of affinity and togetherness were cosmopolitan across all civilizations in India. So they decided to market coke as a drink for household get-togethers and parties. To accomplish this. Coca Cola came up with a selling run that showed Aishwarya Rai work outing a feud between her parents with a Coke vocalizing “Pyar me kabhi kabhi aisa Ho jata hai. saath me thanda ho settee Ho jata hai…” . Recently. Coca Cola launched “Saath Khao Khushiyan Badhao” run which encouraged the younger teenage group to eat with the household. These advertizements showed Coca Cola as a symbol of conveying households together. Subcultures:

Coca Cola leveraged the authoritative North Indian usage of inquiring invitees “Thanda Ya Garam” by comparing thanda as Coca Cola – “Thanda matlab Coca Cola” . Gradually. Coca Cola marketed itself across all the provinces and subcultures in India through a selling run affecting Aamir Khan. These ads showed Aamir Khan basking Coke in a series of regionally divine characters runing from a Mumbai bhai to a Punjabi husbandman. a Hyderabadi tradesman. a Nepali Sherpa and a UP bhaiya. All these ads used the local idiom but such that everyone could recognize it. The ads showed both a common adult male and a individual from higher societal category basking coke together. Thus Coke targeted all socio-economic categories. Coke targeted the rural market by presenting Rs5 bottle.

They besides introduced little lahris which gave a little glass of Coca Cola company beverages for merely Rs 2. Coca Cola has extensively used cultural symbols such as festivals ; for case. their runs for Navratri in Gujarat and the runs on Independence Day. It has besides tied up with eating houses functioning regional culinary art with taglines such as ‘Masala Dosa gustatory sensations better with a Coke’ ( on a menu card of Sankalp Restaurant in Ahmedabad ) . Coca Cola aimed its newspaper advertisement run at rural India ( which it called India B ) through some really originative ads having the Desi Jugaad Concept. These ads created an extra entreaty to the urban young person ( India A ) by the manner of sabotaging the existent conventional advertisement program. Hence we see that Coca Cola has established itself as a trade name in sync with the Indian cultural values and marketed it across all cells of the Indian society. Social Factors:

Social factors play an indispensable function in act uponing the purchasing determinations of consumers. Some common influences are: Mention Groups
Family
Functions and Status
Mention Groups

Every person has some people around him who straight or indirectly act upon their attitudes and behavior. Coca Cola has used this factor extensively to leverage its merchandises. peculiarly with trade names like ThumsUp and Sprite. Sprite was marketed as a soft drink for the modern urban young person who was quick-witted and street-smart. It focused on making an aspirational group which immature people would desire to be associated with. Assorted runs were launched to accomplish this: ‘Chalo Apni Chaal’ : These advertizements chiefly focused on the influence of aspirational groups on the self-concept. where in it was shown how person aspires to be talented like others around him. but isn’t. However. after sipping coke. he decides to play by his ain regulations alternatively of viing with others. and thereby emerges as the existent victor.

University of Freshology: This run focused on using fresh techniques to acquire out of mundane slippery state of affairss that one may happen himself in. It used the image of a serious. bespectacled adult male – the Freshology Professor – giving lessons to people who find themselves in slippery state of affairss. These advertizements used the construct of aspirational groups. as each individual aims to steal out of such state of affairss with easiness. merely as the ‘Freshology Professor’ preaches. ThumsUp used its ‘Aaj Kuch Toofani Karte Hai’ run. to portray a trade name image of being different. With its advertizements and tagline. it aimed to press people to believe otherwise and do things otherwise – for e. g. . in 1 TVC. Salman Khan hires a chopper in order to pick up the Thums Up truck out of traffic. so that the stock at a store can be replenished. This focused on trying to change the attitudes of consumers and convey approximately changed. fresh thought. thereby positioning itself as a trade name that is immensely different from others. Thums Up is geared towards a peculiar group of people who seek escapade and want to seek something thrilling and tickle pinking. This is besides reflected in its strong gustatory sensation.

By utilizing conventionally ‘macho’ famous persons like Salman Khan and Akshay Kumar. it means to portray an image of assurance and achievement-orientation. which consumers can draw a bead on to go. Coca-Cola TVCs focus more on rank groups. peculiarly primary groups. For illustration. the thought of friendly relationship is used in the Hrithik Roshan and Aiswarya Rai ‘Best Friends’ advertizement. professing how best friends are ever together despite personal differences as they ‘always portion a coke’ . Another illustration is a TVC of school-going childs basking Coke together after an intense competition of eating spicy nutrient. It portrays Coke as the medium which brings friends together and creates an ambiance of chumminess and friendly relationship. Family

Family plays an of import function in act uponing the purchasing determinations of persons. Coca- came up with assorted schemes to leverage this facet in act uponing consumer behaviour The ‘Share-a-Coke’ run used the construct of endowing on particular occasions. wherein it gives people the opportunity to order personalized Coke bottles through a Facebook app. It was enormously successful and brought about a 7 % addition in gross revenues due to this run entirely. ‘Recipe for great meals’ : Under this run. Coca-Cola published assorted formulas and how-to pictures for assorted occasions. be it a field day. a household banquet or a pizza dark with friends. It positioned itself as being an built-in portion of a great repast. along with household and good nutrient. Along the lines of ‘Recipe for great meals’ is the ‘Saath Khao Khushiyan Badhao’ run. which aims to show household bonding over repasts. and places a Coke bottle as one of the many elements that show and heighten this bonding. The MinuteMaid TVC. which focuses on a female parent and kid. efforts to act upon the adult female in the household. understanding that in such a state of affairs. it is the adult female who makes the buying determination. Functions and Status

Each person plays a double function in the society depending on the group he belongs to and each regulation in bend connotes to a position. which differentiates the purchasing demands and inclination of persons. The merchandises under the Coca-Cola umbrella cater to different sections based on their function in society. For illustration. Maaza was chiefly targeted towards childs. Sprite towards the college-going young person. Thums Up towards the young-adult adventure-seeking male. Minute Maid towards the female parent. etc. However. it is besides true that apart from the primary demographic. there is a big third demographic for each of these merchandises. For illustration. ingestion of Sprite is non restricted to merely the young person. The merchandise of coke comes in different bundles and sizes – for illustration. higher societal categories demand for transcribed coke while the lower categories demand for bottled coca Cola.

Personal Factors:
Age and Stage in the life rhythm:
Coco Cola has ever tried to provide and portray itself to all the age groups. There have been runs like ‘Saath Khao Khushiyaan Badhao’ which showed households holding dinner together. But there have been certain runs targeted towards young person in peculiar. For illustration Coco Cola released an ad called ‘Spicy Happiness’ which featured school and college pupils. thereby aiming the age section of 15-25 old ages. In another illustration. Coco Cola besides came up with an ad in which they used the background of a library and showed two pupils. Coco Cola has used the Indian household construct in a batch of its runs. To counter the negative ailments station 2009. Coca Cola adopted the “Global happiness” run. It experimented with different sorts of images for the twelvemonth. It was projected as a drink enjoyed by the full household together through ad runs like “Saath Khao Khushiyaan Badao” .

Besides after the pesticide incident Coco Cola used Aamir Khan to re-image the trade name and in one of the commercials. his character was a Bengali adult male who comes with his household to a eating house. Occupation and economic fortunes:

‘Bewajah khushiyaan lutao’ run in which the histrions from the film ‘Student of the year’ were shown sharing a coke with people from different economic backgrounds like a server. lady on jinrikisha and a shoe shop assistant. This was to make an image that coke is for everyone. Besides the run ‘Thanda matlab Coco Cola’ showed Aamir Khan play assortment of functions runing from Mumbai Bhai to a Nepali Sherpa. This was besides targeted to reenforce coke for everyone image. Personality and Self Concept:

Coco Cola has tried to make a happy and fun image. All its selling runs have been directed towards it. ‘Open happiness’ run is one of the major ad runs by Coke. It is complemented by the jangle ‘Haan haan chief loony hoon’ which features people basking. assisting and traveling out of their manner to convey smiling to aliens. Coca Cola India run “Umeedon Wali Dhoop. Sachchai Wali Asha” TVC launched in the twelvemonth 2012. sells hope for a better tomorrow. This clearly gives a message of optimism and growing and shows that any and every dream is accomplishable.

Similarly the trade name besides roped in Sachin Tendulkar. as a “happiness trade name ambassador” to back up assorted CSR initiatives the trade name is set abouting. Coca Cola India undertakings itself as a trade name which wants to turn along with the society. In its enterprise. the company has undertaken a assortment of community development undertakings in rural every bit good as urban countries. Coca Cola India’s Parvartan Program trains local Kirana shop proprietors in good concern patterns. Similarly in another enterprise. Coca Cola has distributed Solar H2O ice chest “ekocool” to female retail merchants in Interior parts of Uttar Pradesh. Psychological Factors:

Percept:
All the merchandise ranges available in the Coca-Cola umbrella have a different trade name image which is actively developed to provide to a wider demographic. Some merchandises like Coke and Thums Up. for illustration are really similar but have a widely different perceptual experience in the consumers’ heads due to different selling schemes. While Coke is associated with felicity and togetherness. Thumbs Up is perceived to be more high-strung and farinaceous and meant for adventuresome people. In respects to a specific merchandise. Coke has tried to ingratiate itself with the Indian consumer in order to increase its trade name equity. For illustration. it has launched selling runs for Indian festivals like Diwali so as to embrace the feeling of that festival. which resonate with Indian civilization.

By tie ining itself with the Indian civilization. it creates a positive feeling on the consumers and they remember the nucleus thoughts of the run. if non the entireness of it. So. selective keeping works in this instance to transport frontward the message of the company. Emotions:

The unfastened felicity run has strong ties with emotions as people tend to link more to a trade name when they have a ground to experience a sense of elation and joy. HAPPINESS TRUCK: This run shows a truck which goes from one portion of the state to another and distributes free coke and other gifts like teddy bears. dark glassess. etc. to the general populace. This creates a sense of contentment and felicity in the heads of the spectator and creates an emotional tie with them. It besides shows a sense of inclusivity as the full community is seen to bask the experience. SMALL WORLD MACHINES: This run is a superb cross-cultural selling scheme which surpasses national boundary lines. It has identifies an emotion which can link both parts and capitalized on that to advance the trade name. The advertisement involves people from both states communication through a ‘happiness machine’ which so distributes bottles of coke as wagess.

By tie ining itself with a joyful experience. it non merely promotes its trade name. but besides created a favorable perceptual experience of itself in the heads of the consumer. CRAZY CAMPAIGN: This run ties both with memory every bit good as emotions as it illustrates people linking with other people through the merchandise. It celebrates impulsiveness and felicity and besides has a catchy jangle which would be remembered by viewing audiences long after watching the TVC. Thus it plays on both emotions every bit good as the memory of the viewing audiences.

Learning:
Classical Learning Theory: This construct is clearly seen in the ‘Thanda Matlab Coca Cola’ TVC where ab initio. an innate stimulation ( thirst ) produces an innate response ( demand for a cold drink ) . The TVC links the thirst to the specific thirst for Coca-Cola ( which is a learned response ) by associating the word ‘Thanda’ to Coca-Cola ( Conditioned Stimulus ) . Operant Learning: The thought of positive support is used in the construct of the Happiness Machines. Happiness Trucks and several fluctuations of the same. The device rewards the client with extra gifts like playthings. flowers. cupcakes. etc when they get a bottle of Coke from the device. This works as an inducement to purchase the merchandise once more in the hereafter. Memory:

All the above mentioned factors like attitudes. perceptual experiences. motives. etc. play a function in making top-of-the-mind callback for the company. Minimalistic Ad: Coke has published several ads which are minimalistic in nature and are therefore easy imprinted in the consumers’ heads. An illustration is the coke custodies advertizement which is simple and elegant and stays with the spectator a long clip afterwards. Apart from this. in order to interpret involvement into gross. the method of distributing activation is used. where one event is used to trip a favorable action. In this respect. merchandises in shops are tied up with festivals and occasions and tied up in a manner so as to instantly capture the attending of the possible purchaser. Besides. tricky melodies and jangles are associated with the TVCs to guarantee top-of –the-mind-recall. Another of import factor which ties in with memory correlativity is subliminal messaging.

An of import illustration is merchandise arrangement in films like Dhoom 2. Rang De Basanti. etc. In these films. the trade name is displayed normally as a background event which is non truly pertinent to the secret plan of the film. but leaves a permanent feeling on the heads of the viewing audiences. There are two ways to mensurate the impact of such a run: through explicit and inexplicit memory keeping and how it ties up with economic benefit of the merchandise. Although keeping is an of import portion of trade name publicity. memory retrieval is the most of import construct. as the consumer has to really purchase the merchandise in retail mercantile establishments and other shops in order to interpret all the selling schemes into concrete additions. In this respect. merchandises in shops are tied up with festivals and occasions and tied up in a manner so as to instantly capture the attending of the possible purchaser.

Decision:

We see that Coca Cola Company has leveraged consumer behavior in all ways possible and has established itself as synonymous with felicity and merriment.