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Coca-Cola India expresses ‘Little drops of joy’; adopts 5-pillar growth strategy

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Coca-Cola India expresses ‘Little drops of joy’; adopts 5-pillar growth strategy

Coca-Cola India unveiled its new communication initiative ‘Coca Cola India -- Little drops of joy’ supported by a 360-degree ad campaign. It also unveiled its five-pillar growth strategy that focusses on people, planet, portfolio, partners and performance.

The company announced a range of initiatives under each of the five pillars. The ‘Little drops of joy’ communication initiative aims to reinforce the company’s connect with stakeholders in India using a single platform. The long drawn 360-degree communication programme, conceptualised by McCann Erickson, is based on insights generated through extensive research and designed to connect with various stakeholders. The initiative leverages above-the-line media including the online space of Coca-Cola, now refreshed in a new ‘little drops of joy’ look.

“‘Little drops of joy’ reaffirms what Coca-Cola in India has always stood for -- being part of little moments of joy in the daily lives of consumers. The entire communication, in a very humble and engaging manner, is a reminder that the best things in life can only be experienced. Coca-Cola India just doesn’t quench thirst; it recharges one’s soul, for a moment, one drop at a time,” said Prasoon Joshi, Executive Chairman and Regional Creative Director, South and South East Asia, McCann Erickson.

As part of the five-pillar initiative, the company is setting up a Coca-Cola University to teach how to enhance business performance. It would also set up an equipment testing facility at Hyderabad. As per its community solutions for planet, the company aims to reach zero water balance by 2009, commission study on 10 watersheds by 2009, and provide drinking water solutions to 1,000 schools by 2010.

“Each initiative that we announced is drops of a larger vision, aimed at mutual growth and development. Over the last few years, we have continuously engaged with a large number of stakeholders and have incorporated their learnings in refining our strategy for India,” said Atul Singh, President and CEO, Coca-Cola India.

The company also plans to set up a Retail University to train Indian retailers to compete in the fast changing retail environment. As per its new portfolio expansion, the company is exploring a wide variety of beverage opportunities with energy drinks, sports drinks, flavoured water and juices.

The company has already invested $1.2 billion for its India operations, and has announced an investment of $250 million over the next three years. The investments would enable the company to create bottling capacities for new product offerings. The company said that in India, unit volumes increased by 12 per cent in the second quarter of 2007.

“Coca-Cola in India, through its diverse portfolio, is committed towards refreshing its consumers on an everyday basis. We are exploring opportunities to further expand our portfolio. This includes launching new beverage solutions in a wide variety of categories, with most of these beverages being developed in India,” said Venkatesh Kini, VP-Marketing, Coca-Cola India.


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