How do you think Coca Cola is placed?

IIPM, GURGAON

Compared to other players in the market, how do you think Coca Cola is placed?

The beauty of our product is that you get all the functional benefits of energy, refreshment with all the emotional benefits for just Rs.8 a bottle. No products can claim to offer such benefits at such a price.

And what about allegations related to ground-water depletion, pesticides, et al?

We are opening our doors to the public to see the facts for themselves. We are inviting media to come visit our plants and see for themselves, talk to the local neighbouring communities to see how we are doing because it is easy to make allegations as anyone making allegations gets media coverage. And when you make allegations against an iconic company and a brand like Coca Cola you get much more media coverage.

What are your company’s future promotion plans? Our brand ambassadors like Aamir Khan for Coke and Akshay Kumar for Thums Up will remain the same. We plan to come out with new ad campaigns. And it will be a 360 degree promotional exercise including print, TV, and a new look website. We will also have a plant visit programme wherein we will invite media which will be a ‘little trip of joy’.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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