Exploring the consumer's life and mind

This paper discusses Coca-Cola's journey into the consumer's mind and life - an initiative undertaken by Coca-Cola India to increase penetration and consumption of their brands by developing the market, instead of focusing solely on competing with an equally powerful adversary.

Exploring The Consumer's Life And Mind

An odyssey

Poonam KumarandMalini PaniNFO MBL India Pvt. Ltd.

'By what magic does Coca-Cola make its universal appeal? There surely must be something, for the demand grows and ...