The core brand theme, Thanda Matlab Coca-Cola, is still going strong, but the US beverage giant is trying hard to establish itself as a brand for all seasons. At the heart of the brand strategy is how to get more from the core. Coca-Cola India is reallocating its marketing spends to multiple quarters, against the strong orientation towards the first and second quarters. In 2022, Coca-Cola India decided to hike advertising and marketing spends in the third quarter of the calendar year to ensure strong demand in the festive season. “Coke with all the resources, its distribution muscle, strength of the brand, and with the momentum it has, can get into all those businesses.

Source: Daily Nation January 27, 2023 01:36 UTC