Vijay Parasuraman teaches Marketing via Xpert

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  • Now that the brand and ICC has signed a five-year global strategic partnership, we would like to understand what does that entail?
  • Why did it take the company 40 years to launch a variant? What led to this?
  • Speaking of consumer/market readiness for a variant, what were the indicators? What makes you confident that the market is ready for it?
  • Tell us more about the product - how is Thums Up Charged different from regular Thums Up?
  • How will you promote the product? What is your marketing mix looking like?
  • You have been associated with Coca-Cola for almost 15 years. How have your challenges changed? How has brand marketing evolved over the last decade?
  • How is this summer shaping up for Coca-Cola? Are you seeing any signs of a rural or urban slowdown?
  • How will you leverage the upcoming ICC World Cup and launch new products?
  • How has the marketing strategy for this summer season evolved in of terms products and campaigns?
  • How has the growth been for low calorie or zero sugar products?
  • What are your plans in the hot beverage segment post-Costa acquisition?
  • Please shed some light on Coca-Cola’s ongoing Cricket World Cup campaigns (#ShareitWithCoke and ’12th Man’) and what is the rationale, insight and strategy?
  • What was the objective of the campaign and how has the response been so far? How do you calculate RoI on sports marketing?
  • What are the on-ground activities planned?
  • How are you leveraging the star power of ‘Ranbir Kapoor and Paresh Rawal’ through the campaign?
  • How is the brand’s social media participating in taking the cricket fever along with the brand campaign to places?
  • In the digital day and age, what are the benefits of associating with cricket and sports overall for marketing?
  • How much per-cent of your total marketing mix is reserved for cricket? Where does digital stand in the scheme of things?
  • Lastly, what is your objective as a marketer behind associating with the Cricket World Cup?

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