Research: Coca Cola India on Indian Youths

India has one of the largest youth populations in the world, it’s key for every marketer to crack this market.A new Coca-Cola India commissi...

India has one of the largest youth populations in the world, it’s key for every marketer to crack this market.A new Coca-Cola India commissioned research study titled ‘The Truth About Youth: Exploding the Youth Homogenity Myth’ is a good descriptor of young people’s consumption styles today. Some of the Key Highlights of the Research are:
  1. The motto of the Indian youth is I want it and I want it Now.An impatient lot in pursuit of all the good things in life but equipped with very narrow attention spans, they move from one exhilarating experience to another without any certainty of returning or lasting loyalties.
  2. Young adults are focused on short-term obsessions rather than longterm unwavering passion. So what does it mean for marketing men? “The key and challenge is to stay with a brand position long enough to make an impact but not too long because then you might have to deal with the threat of losing the group,”.
  3. While in metros the youth focus is money, in smaller towns it’s fame and the aspiration to be a local hero – Bunty & Babli fascination.
  4. While small town boys and girls are less discerning and possess high loyalty, in the metros the young and restless are a bit more critical.
  5. Growing intensity for liberation among young girls both in small and big towns — an insight that Srinivas Murthy, head, coloured drinks, Coca-Cola India, says was used to develop advertising for Fanta’s latest apple flavoured variant.
source ET
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VJ1681 said...

The 'marketing men' trying to answer the question of 'How to increase brand loyalty?' must also consider the motto of the Indian Youth "I want it and I want it NOW"
To cater to this kind of youth the avaliability of a product is of more importance than the brand itself. Hence a strong and robust Distribution system can inturn play a major role in increasing brand loyalty atleast for the time being.

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