Reference no: EM132899604

1. Was Coca-Cola India's decision to target rural markets a prudent decision? What are its key concerns in serving the market effectively in a socially responsible manner. The 4 A's framework helps in the issues that a company faces and needs to address to increase its reach and presence in the rural markets: Acceptability: Products must satisfy consumers' needs at affordable prices and be reasonably compatible with existing behavioural patterns. Awareness: Awareness leads to interest, then desire, and therefore an act of purchase. The firm must make the product relevant before consumers show interest and make a purchase. 6 Availability: The key to success is ensuring regular availability of products. If a product is not physically visible to the consumers, they will not necessarily ask for it, despite compelling communication campaigns. In any case, communication is also a challenge in these markets due to low television or satellite penetration. Affordability: Rural consumers must be able to afford the products. This may require companies to introduce low price unit packs for a single or few times' use.

2. Analyse this innovation by articulating and quantifying the benefits to all stakeholders in the company's value chain.

3. What are the key challenges Coca-Cola India is facing at the end of the case? Discuss the various options available to the company to ensure long-term impact and the sustainability of this innovation.