Exploring the consumer's life and mind

Date of publication: September 22, 2002

Abstract:

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. The paper also demonstrates effective use of ethnographic methods, and the advantage of a consumer rather than brand-based approach.

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