Venkatesh Kini has been spearheading Coca Cola India’s marketing initiatives to restore the cola major’s lost glory
Their marketing plank for survival is no longer
restricted to just the traditional cola wars. Even as the world wakes up to ‘healthy drinks’, fizzy colas as a market segment are taking a beating. Small wonder that the year 2007 saw Coca Cola India spend a considerable amount of time and effort in strengthening its brand positioning in the country. And in the midst of all this action stands Venkatesh Kini, Marketing Head, Coca Cola India.
Excerpts from the interview:
What expectations from the ‘Little Drops...’ campaign?
This campaign encompasses the 5Ps of our strategy going forward – people, portfolio, planet, partners & profit. Essentially an umbrella integrated campaign, Little Drops of Joy, should tie everything we are doing in this country together.
Compared to other players in the market, how has such a positioning helped Coke?
No other products in our segment have been able to connect themselves with India. Coca Cola has been able to occupy a position in the Indian consumers mind. This is what we wanted to convey and will do the same in future promotions too.
The sabka thanda ek campaign also targeted a similar positioning?
Yes, we wanted to show that Coke has become a part of everyday life and entire country agrees on one thing – that’s thanda has to be Coke. We’re emotionally attached to Indians, be it Sabka thanda ek or Little Drops of Joy.
You unveiled the Coca Cola Lounge in 2007. Is retail a separate opportunity?
Red Lounge concept is a one-stop destination for the youth to hang out, where all Coke products will be available. When we plan to launch new products in India, these lounges will make it easy for us. The initiative will also uplift the Coke brand name among the youth. Ultimately, we are planning to develop the Red Lounge as a family hangout place, as that will allow us to additionally increase our target audience.
Any new future promotion plans lined up?
Our brand ambassadors like Aamir Khan for Coke or Akshay Kumar for Thums Up will remain the same. We will come out with new ad campaigns and it will be 360 degrees including print, TV, a new look website. We will also intend to invite media for a plant visit, which will be called a Little Trip of Joy.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
Their marketing plank for survival is no longer
restricted to just the traditional cola wars. Even as the world wakes up to ‘healthy drinks’, fizzy colas as a market segment are taking a beating. Small wonder that the year 2007 saw Coca Cola India spend a considerable amount of time and effort in strengthening its brand positioning in the country. And in the midst of all this action stands Venkatesh Kini, Marketing Head, Coca Cola India.Excerpts from the interview:
What expectations from the ‘Little Drops...’ campaign?
This campaign encompasses the 5Ps of our strategy going forward – people, portfolio, planet, partners & profit. Essentially an umbrella integrated campaign, Little Drops of Joy, should tie everything we are doing in this country together.
Compared to other players in the market, how has such a positioning helped Coke?
No other products in our segment have been able to connect themselves with India. Coca Cola has been able to occupy a position in the Indian consumers mind. This is what we wanted to convey and will do the same in future promotions too.
The sabka thanda ek campaign also targeted a similar positioning?
Yes, we wanted to show that Coke has become a part of everyday life and entire country agrees on one thing – that’s thanda has to be Coke. We’re emotionally attached to Indians, be it Sabka thanda ek or Little Drops of Joy.
You unveiled the Coca Cola Lounge in 2007. Is retail a separate opportunity?
Red Lounge concept is a one-stop destination for the youth to hang out, where all Coke products will be available. When we plan to launch new products in India, these lounges will make it easy for us. The initiative will also uplift the Coke brand name among the youth. Ultimately, we are planning to develop the Red Lounge as a family hangout place, as that will allow us to additionally increase our target audience.
Any new future promotion plans lined up?
Our brand ambassadors like Aamir Khan for Coke or Akshay Kumar for Thums Up will remain the same. We will come out with new ad campaigns and it will be 360 degrees including print, TV, a new look website. We will also intend to invite media for a plant visit, which will be called a Little Trip of Joy.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
No comments:
Post a Comment