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Writer: exchange4media News Service - Wednesday, Nov 16,2011 8:06 AM
Pitch Exclusive: F&B mavericks to unveil their new success mantra

With the Indian marketplace and consumers evolving at a ferocious pace, marketers across sectors are reshaping strategies to adapt to the changing dynamics in the battlefield of marketing. Food & Beverages (F&B) is one such sector which has seen many such ground-breaking efforts.

Leading F&B marketers like PepsiCo Foods India and Coca-Cola India have done some exceptional work that has won accolades from consumers. Pitch CMO Summit 2011 will bring together these marketers on one platform to unravel their new recipe for success.

Vidur Vyas, Marketing Director, PepsiCo India – Foods, and Srinivas Murthy, Director Marketing (Flavours & Thums Up), Coca-Cola India & SWA, will share their story at the Summit this year.

The new formula for creating 'fresh' brand strategy’
Sprite, the No. 2 brand in the Coca-Cola India family, is known for its clutter-breaking communication. Early this year, the brand was repositioned once again. Srinivas Murthy is the brain behind the new positioning of Sprite. Murthy led the repositioning of the brand to ‘University of Freshology’, which has worked very well for the brand.

Talking about differentiating Sprite from other brands in the soft drinks segment, Murthy said, “It is important to have a distinctive product and relevant product benefit. Also, the brand must consistently stand for the same values, but express them in the most contemporary way.”

Murthy further said that increasingly, the role of the marketer in Indian marketing landscape was moving from talking to the consumer to enabling the consumer to engage with the brand. “For Coca-Cola India, each of our brands offer very distinctive product benefits, and occupy clear emotional spaces,” he added.

At the Pitch CMO Summit, Murthy will share how he led the repositioning of Sprite on the back of a very successful earlier positioning.

Creating a new category
PepsiCo Foods’ Quaker Oats, launched just a few years ago, is said to be the category creator for a product like oats, which was not popular among Indian consumers.

Vidur Vyas has stewarded the New Business and Health & Wellness Category, where he has played an instrumental role in launching the Quaker brand in India. Under, his leadership not only has the brand become popular, but it has also created a category for oats, which was earlier non-existent in the country.

On November 25, 2011 in Delhi, Vyas will unfold the story of the making of Quaker Oats.

Apart from Murthy and Vyas, the Pitch CMO Summit 2011 will have many other CXOs and CMOs as speakers, including Chander Mohan Sethi, CMD, Reckitt Benckiser; Antonio Helio Waszyk, Chairman and MD of Nestlé India; Neeraj Chandra, COO, Britannia Industries; Sandeep Kaul, Head - Personal Care Division, ITC; Krishnadeep Baruah, Director - Marketing, RIM India (BlackBerry); Lutz Kothe, Head of Marketing and Public Relations, Volkswagen Passenger Cars, Volkswagen Group Sales India; (Special Address); and Christian Saffer, Marketing Director, BMW India, besides others.

Watch this space for more.

 

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