B&E: What are the strategies that you think have make Coca-Cola successful in India?
AJ: Brand Coca-Cola worldwide stands for positivity, upliftment of body, mind & spirit and universal connection. The same values define the brand in India. In addition, we are constantly looking for opportunities to reach out to our consumers and strengthen our connect with them. Innovations in advertising, 360 degree communication, strong distribution network and chilled availability of the product in different packages and at appropriate price points have had a role to play.
B&E: How did Thums Up fit in?
AJ: Thums Up today is India’s largest selling sparkling beverage brand. Born in 1977, Brand Thums Up was added to the Coca-Cola portfolio in 1993. During this period, it moved towards a more individualistic masculine positioning in ‘I want my Thunder’. In, 2002, Akshay Kumar was roped in as the brand ambassador and the brand continued to strengthen its position as a Male Iconic Brand through consistent positioning. To further enhance the appeal and connect with consumers, the Thums Up logo too has been contemporized. The sharper edges are added to the ‘Thumb’ in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently.
B&E: Please tell us about your future plans for the Indian market?
AJ: We have grown consecutively for the last twelve quarters with the quarter ending June 2009 registering a 33% growth over the same quarter previous year. This was the 12th straight quarter of growth, with 9 out of the 12 quarters delivering double digit growth We believe that this growth has been led by our continued focus on the route-to-market strategy and ongoing investments in technology, infrastructure and consumer marketing. At Coca-Cola India we follow an OBPPC model which is all about marketing the right brand, in the right pack at the right price, sold through the right channel and at the right occasion.
AJ: Brand Coca-Cola worldwide stands for positivity, upliftment of body, mind & spirit and universal connection. The same values define the brand in India. In addition, we are constantly looking for opportunities to reach out to our consumers and strengthen our connect with them. Innovations in advertising, 360 degree communication, strong distribution network and chilled availability of the product in different packages and at appropriate price points have had a role to play.
B&E: How did Thums Up fit in?
AJ: Thums Up today is India’s largest selling sparkling beverage brand. Born in 1977, Brand Thums Up was added to the Coca-Cola portfolio in 1993. During this period, it moved towards a more individualistic masculine positioning in ‘I want my Thunder’. In, 2002, Akshay Kumar was roped in as the brand ambassador and the brand continued to strengthen its position as a Male Iconic Brand through consistent positioning. To further enhance the appeal and connect with consumers, the Thums Up logo too has been contemporized. The sharper edges are added to the ‘Thumb’ in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently.
B&E: Please tell us about your future plans for the Indian market?
AJ: We have grown consecutively for the last twelve quarters with the quarter ending June 2009 registering a 33% growth over the same quarter previous year. This was the 12th straight quarter of growth, with 9 out of the 12 quarters delivering double digit growth We believe that this growth has been led by our continued focus on the route-to-market strategy and ongoing investments in technology, infrastructure and consumer marketing. At Coca-Cola India we follow an OBPPC model which is all about marketing the right brand, in the right pack at the right price, sold through the right channel and at the right occasion.
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