Localized marketing- Coke Bandi

I noticed this sales strategy for the first time, by Coke, in my city. For a consumer, it perfectly met my needs during a scorching summer- Craving just a Little liquid with few pennies- Every few steps - An equivalent of carrying an ever cold water bottle. Even the locally available drinks at the Bandis (carts) - sugar cane , lime soda , fruit juice , coconut water, mango juice (11- 20 Rs a glass) were too costly for the few gulps that I needed, frequently. Coke gave me just that- A 200 ml cup for Rupees 5, Multiple places. I could relate to it like the indegenuous Bandis. And spotting my first one got me very excited- like meeting an old friend in a foreign land, speaking your language. It was like Coke was speaking my streets' language. 

The concept of Localizing sales and marketing strategies is a sweet move.One doesn't even have to drive the customers to get comfortable with such a mode.

And then I remembered Coke's famous marketing strategies and adds. I'm sharing one of my favourite:


It also reminds me of an article I read- Soft drinks, mobile phones, banks, automobiles, ice-creams now see the middle- low income group as the BIGGEST MARKET  covering 70% of India's population ( Indeed) contributing to more than 40% of their sales, offering lesser quantities at affordable prices.
Here's an article about how Rural India is the next big market for some Giants who are now also penetrating these markets, including AMUL ice creams and the ICICI bank:
India Inc . Please Click here
The ease of the point of sale and the lucrative price is a win-win for all.

Another brilliant, successful example of  mixing culture, marketing and sales, as cited by a British Marketing Professor I met at an educational fair, is how  Dairy Milk associated itself with Indian traditions. I never thought about this before.I did find the adds very weird initially, however, I'm convincingly brainwashed now, to consider  subsituting Dairy milk in place of traditional sweets- a norm.

Shubh Aarambh keliye Meeta? - Dairy Milk.
Raksha Bandhan Keliye Meeta?- Dairy Milk
Diwali keliye Meeta?-  (The one actually pointed out by the prof. with some difficulty remembering and pronouncing "Diwali")- Ofcourse Dairy Milk.
Simply Genius?
And we did buy their strategy.The Celebrations Chocolate sets definitely count for at least one gift I receive on various occasions.