Did Coca-Cola India conduct any test marketing exercise or market er research before launching Burn in India?
The energy drink market in India is growing rapidly above 50%. Our estimates also indicated that the metros are populated by young, trend setting adults which are also the largest energy drink consuming markets in India. We are following the similar globally-proven strategies in India and are confident about its success. Your core marketing focus seems to be on below-the-line and activation programmes to promote Burn in India. What about mass media ad campaigns? Burn is a highly differentiated brand. Burn is positioned for evenings after hours especially nights and we will reach out to the clubbing crowd through extraordinary high-decibel activation. Keeping in sync with Burn positioning we have already started reaching out to the influencing audience through exclusive associations in fashion, music, bollywood and sports to name a few. Going forward the brand will further intensify activation and provide scale to its aggressive yet exclusive consumer activation program. The below the l