Plainspeak pays

Cola companies must find ways to reach out to the informed target segment

When Deepika Padukone signed up for Coke, she was trolled in her social media page by her fans for endorsing Coke, a product which is being perceived by the target segment as “unhealthy”. This is the slice of reality in today’s India. With 50 per cent of India’s population (below 25 years of age) being the target market for aerated drinks, Coke and Pepsi cannot afford to ignore the market due to its size and potential. However, they have to deal with the “informed target segment” that is concerned about the nutritional profile of the product.
 
Millennials as well