COCA COLA

From Rank 11 last year to 16 this year; the pesticide controversy has taken its toll...
Last year saw this global cola major have the most beautiful woman in the world introduce their new tagline Thande ka tadka to the Indian consumer, Accompanied with all the right latkas and jhatkas. It was also a year, when seething over the pesticide controversy, Coca Cola went in for a host of CSR activities with a vengeance. It celebrated its 120th anniversary with thalassemic children on World Red Cross Day and also won the Golden Peacock Commendation Award for implementation of world-class environment management system at its Varanasi unit. And for its efforts in water conservation and community development, Coca Cola bagged the Bhagidari Award. When the pesticide controversy thickened, Aamir Khan came in as Man-Friday to bail them out and saved the day for the brand. A number of promotional activities were undertaken to regain the lost image and to restore the brand’s popularity. Aamir hit TV screens again in March this year, promoting Coca- Cola’s fresh Sabkathanda ek tagline. “Our brand portfolio has been designed to satisfy the various mapped out needs of consumers – be it hydration, enjoyment, having fun or simply the need to have a juice drink,” says Venkatesh Kini, VP, Marketing, Coca- Cola India. So, thanda matlab?

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Source : IIPM Editorial, 2007

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

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)