“At Coca-Cola, we aim at creating desire in the consumer’s mind”
Venkatesh Kini, VP-Marketing, Coca-Cola India, emphasises that in order to have a loyal customer base, Coca-Cola has to make its brands relevant to consumers in their lives. Where, when, how, with whom they drink – all of these aspects matter. Kini elaborates that in India, the task is market creation and differentiation as people in India have grown up with few brands.
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Published: Oct 16, 2007 8:17 AM | 1 min read
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Venkatesh Kini, VP-Marketing, Coca-Cola India, emphasises that in order to have a loyal customer base, Coca-Cola has to make its brands relevant to consumers in their lives. Where, when, how, with whom they drink – all of these aspects matter. Kini elaborates that in India, the task is market creation and differentiation as people in India have grown up with few brands.
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