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, Director Marketing (Flavors & Thums Up), Coca-Cola India & SWA, is the brain behind the new positioning of Sprite. Murthy aka Srini 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.
Murthy has been with Coca-Cola India for over nine years. Prior to joining Coca-Cola, he has worked with GlaxoSmithKline Consumer Healthcare India.
At the Pitch CMO Summit, Murthy will share how he led the repositioning of Sprite on the back of a very successful earlier positioning. The theme for the Summit is ‘Indian Marketers: Breaking New Grounds’.
CEOs, CMOs & Marketing heads of the best of the brands will share detailed case-study presentations at the Summit.
Some of the key speakers at the Delhi leg of the summit are: Antonio Helio Waszyk, Chairman and MD of Nestle India (Keynote Speaker); Sandeep Kaul, Head - Personal Care Division, ITC (Special Address); Elkana Ezekiel, CMO, Samsung India; Sandeep Kataria, CMO, Yum Restraunts; Sharmili Rajput, Marketing Director, Oriflame India; Srinivas Murthy, Director, Marketing (Flavours, Coca Cola India; Vidur Vyas, Marketing Director, PepsiCo India- Foods, besides others.
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