Coca-Cola is changing its marketing mix rapidly to ensure its presence across dozens of media platforms in different forms to reach the new-age consumers to increase regionalization of beverage consumption. The country’s biggest beverages maker is also investing in neurosciences and analytics to capture consumer insights on products and marketing messages. The good thing is ad spends are growing across platforms including television, print and digital/social, and the amount spent has also increased over last year.
While it is not clear as to how much the makers of Thums Up and Sprite spend on advertising, it is estimated that it is 1,200 – 1,500 crore annually. But it is no longer among the country’s top 10 ad spenders, having given way to e-commerce majors such as Amazon and Flipkart.
Coca-Cola is reallocating spends across platforms but not at the cost of any one medium. The company had stated that The challenges all consumer-facing companies are facing are how to integrate an idea across various platforms. The ‘one big shot on a television commercial with one celebrity’ days are over.