A strategic manoeuvre by Coke to go the CSR way; profitably
Sometimes, a soft drink is more than just a fizzy, sugared liquid. Sometimes, it symbolizes an exhilarating lifestyle; sometimes, an attitude statement; and sometimes, even a humane, community oriented and socially responsible product... Just a minute, what was that?!? Did you say, carbonateddrinks are becoming ‘socially responsible’?! Well, we don’t know about the whole bandwagon, but at least, that’s how the fizzy drink maker Coca Cola wants to market itself now. A small wait till September-end and India would see ‘Drops of Joy’ literally pouring in from the cola major who has just tested waters with showing the African continent ‘The Coke Side of Life’. For those who came in late,sources at the company affirmed to4Ps B&M that ‘Drops of Joy’ is part of a global campaign started by Coke early this year to project the Coca-Cola corporate brand as a total beverage company (read ‘society friendly organisation’) and not merely a cola and fizz-drink maker. And the investments being lined up by the firm are nothing less than huge. So what’s the official internal dope on the India campaign? Speaking directly to 4Ps B&M, the Coca Cola India spokesperson revealed, “In our bid to further strengthen the communication to different stakeholders, the company is in the process of putting together a corporate advertising campaign. The discussions are at a formative stage and we are currently looking at various options to make this exercise effective and robust.”
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Source : IIPM Editorial, 2008, An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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