Thus, the contribution of rural areas to total sales has climbed from below 10 per cent to 10-15 per cent for Pepsi in the last couple of years.
Pepsi has added more than 200 people to drive rural activation programmes and ensure improved coverage and market penetration. In addition, a new "hub and spoke" model has been put in place to drive the rural expansion plan.
Both companies say there is untapped potential in the rural areas that will fuel quick growth in the coming years. e the rural expansion plan.
In a competitive situation such as the one that exists in the cola market, the important thing is not the price; it is the value that the consumer gets. And that always increases in proportion to the ferocity of the battle in the marketplace.
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