Indiantelevision.com Team

(18 August 2007 5:00 pm)

NEW DELHI: Coca-Cola India has virtually reinvented itself through its latest marketing approach with a bag full of new commercials and at least three new 'localised' products in its portfolio, including Minute Maid, Orange Pulp and Mazaa Aam Panna.

With the new tagline "Little Drops of Joy," the company has emphasised the need to be a part of 'you.' As part its growth strategy in India, the company has outlined five key areas as its pillars of growth namely People, Planet, Portfolio, Partners and Performance. Each of its forthcoming initiatives are rooted from the five P's.

McCann Erikson designed the campaign. McCann Erikson executive chairman & regional creative director South & South East Asia Prasoon Joshi said that it had tried to understand what Coca Cola stood for.

"Coca-Cola is nothing big out there, it just encompasses little moments of joy, lovely moments, moments of truth, bubbles of hope," Joshi explained.

The emphasis is on local tastes, and officials said that for the first time, it is saying that it is giving orange pulp, with the ad stressing, "Shake it before you drink it".

Industry experts felt that with Pepsi getting into the fruit juice segment recently, Coca-Cola too needed to launch such products and produce a new image radically different from what it did so far.

Coca-Cola India VP marketing Venkatesh Kini, Coca-Cola India president & CEO Atul Singh & Prasson Joshi, McCann-Erickson executive chairman & regional creative director South & South East Asia (Left to Right)

The last few items on the agenda shows the damage that the company had suffered in the wake of the Centre for Science and Environment campaign on pesticide residue in the beverages produced by it.

Coca-Cola is proposing to start a Retail University to train retailers to move ahead in a new and fiercely competitive retail environment.

The company would also provide global services in areas such as engineering, finance, marketing and technical R&D.

It will also commission a study on ten watersheds by 2009 and implement interventions accordingly and provide drinking water solutions in 1,000 schools by 2010, Singh said.

Coca-Cola in India has already announced an investment of $ 250 million over the next three years.

These investments would enable the Coca-Cola system to create bottling capacities for new product offerings, execute marketing strategies, devise innovation distribution models to meet consumer demand and also ensure value creation for all its business partners.