Blog: Olly WehringTips for Coke and Pepsi in India

Olly Wehring | 30 August 2006

One thing that the Coke/Pepsi pesticide debate has thrown up is a wealth of so-called experts giving their opinion on how best to handle the furore.

Naturally, the two soft drinks giants must be incredibly grateful to have all these tips after the event. But before I give you what I think is my favourite piece of advice on this situation, let me wade in with my opinion, which is this:

Never forget that India - like China - is totally different to any other market on this planet. What may have worked in the past might not necessarily work here. The rewards offered in India are potentially unlike any we’ve known, but so is the market.

And the winner of the best nugget to help Coke and Pepsi has to go to this, anonymous, head of an Indian marketing consultants: “The best way to handle controversies is to not allow them to develop in the first place.”


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