Coke - deserves to be no. 1 brand

I and my housemate Harish went for grocery today afternoon. It was very hot outside but No-Frills stores are almost empty on a weekday which was a huge relief for both of us. After few minutes of shopping Harish called me, “Look Ashish, Coke has put these 237 ml glass bottles on shelves.” I went near and saw the bottles carefully. It was so surprising to see those bottles as I dont remember watching these bottles anywhere in Toronto. Two ideas struck to us on the spot – first one was that Coke was trying to remind its consumer that it is the same coke they have been drinking for years. Second idea was to force the competitors specifically the private level brands to eat dust as these private levels just keep imitating the packaging of big brands. Whatever be the reason was, I was feeling nostalgic because the packaging was reminding me of India where you will find such glass bottles frequently.

Second surprise was just around the corner. I was looking for some noodles and suddenly saw football shaped plastic bottles in a basket. Curiously I picked one of those and it was coke again. This was a 400 ml plastic bottle specially made for FIFA world cup 2010. I smiled to myself and put the bottle in my cart even when I was thinking of not to buy any carbonated drink. What should I say – Hats off to Coke marketing?

M for Marketing , M for Metros

I was going through some videos which were talking about consumer behavior and marketing patterns. It was interesting to notice that most of the speakers related marketing buzz and product advertisements to day to day life of consumers. But when I tried to understand the situation deeply, it reflects a very bizarre concept. Most of the marketing campaigns are designed based upon the consumer behavior studied in big metro cities. Be it New York in US, Toronto in Canada or Mumbai in India. Marketers study the consumer behavior in these metro cities and launch the products and campaigns based upon the findings. Interestingly people in other places in each country follow the trends adapted in those big cities. This pattern becomes even stronger when it comes to technology, fashion and entertainment. Considering the fact that only 16% of US population is in NY, 16% of Canada population is in Toronto and .09% of India population lives in Mumbai, it raises a big question why people want to follow the trends set up in these big cities.
I thought of only two big reasons behind the trend setter image of these big metro cities. First reason is that these cities are metropolitan in true senses. People across the nation/nations visit these cities for several reasons which may be for business, employment or travel. These cities are the best places for marketers to conduct market research on people from all kind of backgrounds. Also the same set of people carries back the marketing message to their places. All in all these cities work as a communication channel for the marketers.
Second reason is the already existing brand images of these cities which play a big role in providing emotional satisfaction to the people following a particular trend. Any given day a person will wear a t-shirt saying I love NY rather than wearing a t-shirt saying I love Jacksonville or even I love Las Vegas. This brand image helps marketers to focus on just one city and once any product is successful in these big cities, it is easier to replicate the success in other places.
However changing marketing strategies and delivery channels may force marketers to think for new strategies specifically when internet is changing the consumer behavior. Will it pose a threat to brand image of big cities? The answer is still not known but question is already knocking at the marketers’ office door.