‘I don’t want healthy food!’  Such cry might seem to come from a person who is short-sighted and who does not care about the tons of fat he is consuming. Indeed, it is the reality that a lot of multinational companies are facing in India. It is very instinctive for us to ‘Like’ FMCG such as Diet Pepsi, Sugar-free candies, roasted and baked chips etc. But, from the point of view of a consumer who has the habit of consuming these items regularly, the experience is unsatisfactory.
The pleasant feeling of …

In the soft drinks industry, change is the name of the game. Coca Cola has symbolised this time and time again, with a history of constant innovation and new products in their track record. Coca Cola Zero is just one such example of a great new product launch.
Coca Cola Zero, better known as Coke Zero, was launched by the Coca Cola Company in June 2005. The Atlanta based Company described it as their biggest launch in 22 years since the launch of diet Coke. This drink was strongly targeted at …