The new dialogue of the New World: Strategic continuous dialogue with the youth through Facebook communities

This paper focuses on a case study involving the use of an online community of Indian youth, undertaken by Coca-Cola, the soft drinks company.

The new dialogue of the New World: Strategic continuous dialogue with the youth through Facebook communities

Shilpa JainCoca-Cola, IndiaSandeep Dutta and Shashank KhattarTNS, India

Introduction

Youth have become increasingly important to marketers, not only as a market to tap, but also as influencers, trendsetters. The sheer size of the youth population in India makes them the central TG when it comes to sparkling drinks - catching them young is a key objective for Coca-Cola. However, to differentiate the offering and communication in a saturated market, one needs deep, resonant insights on the tap, while not...

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