In an effort to reach out to its target customers through the entertainment media, especially cinema and music, Coca-Cola India has entered into a strategic alliance with Inox Leisure.
The Inox group plans to set up a chain of multiplex theatres across the country. The first such theatre is scheduled to open in Pune by mid-December, to be followed by Mumbai and Baroda.
According to Coca-Cola, the partnership with Inox will be mutually beneficial. Coke could reach their consumer through one of their favourite leisure activities: cinema, it would also enhance the experience for people who visit Inox multiplexes.
Coca-Cola has more than 50 per cent share in the carbonated drinks market and 24 per cent share in the packaged drinking water market in Mumbai. The tie-up will further consolidate the company’s leadership position.