Karma Cola - Coke in India

11 Pages Posted: 14 Oct 2012

See all articles by Y.L.R. Moorthi

Y.L.R. Moorthi

Indian Institute of Management (IIMB), Bangalore

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Date Written: April 30, 2002


This article is an application of the customer-based brand equity (CBBE) model (Keller, 2001) to Coke in the United States and India, It shows that Coke, the brand, is interpreted differently in US and India. In US, Coke's awareness stretches beyond its immediate consumers. It is used functionally as a substitute for water. Its home consumption is high. It is seen as a brand with heritage ami many customers and non-customers relate to it Hence there is greater bonding between the brand and the customer. In India, by contrast Coke's knowledge and appeal is limited to the urban elite and youth. It is consumed more for aspirational than functional reasons. Home consumption is not as high as it is in the United States, It is a brand to which a limited number of people relate. Loyalty is more to the cola flavor them Coke. In short, Coke is viewed very differently in India as compared to tin United States. This paper examines the differences in perceptions in the two countries and discusses their implications for Coke in India. The implications to Indian market are important because China and India are seen as the most promising markets for its future.

Suggested Citation

Moorthi, Y.L.R. and Keller, Kevin Lane, Karma Cola - Coke in India (April 30, 2002). IIM Bangalore Research Paper No. 186, Available at SSRN: https://ssrn.com/abstract=2157402 or http://dx.doi.org/10.2139/ssrn.2157402

Y.L.R. Moorthi (Contact Author)

Indian Institute of Management (IIMB), Bangalore ( email )

Bannerghatta Road
Bangalore, Karnataka 560076

Kevin Lane Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

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