Coca Cola India Conducts Workshop at JBIMS-Mumbai

Coca Cola India Conducts Workshop at JBIMS-Mumbai

JBIMS-Mumbai hosted Coca Cola India on 1st November 2007 for a workshop on 'The Value of Insights'. The workshop was meant for both first and second year MBA students to provide them a practical outlook about the importance of insights and market research especially for an FMCG major like Coca Cola.

Mr. Anand Singh visited campus to take the session. Mr. Singh is the Director-Knowledge and Insights at Coca Cola India. An MBA himself, he passed out in 1994 and has worked with market research firms, which has given him expertise in the domain. Post that he has also worked with Reckitt Benkiser and is currently with Coca Cola India. With a person of this stature sharing his knowledge with the students, the session turned out to be even more insightful and exciting than was expected.

The session was conducted in a unique way with the audience not only being interactive but also having open discussion with Mr. Singh about questions that were raised by them. It started off with the speaker letting students express their ideas about their expectations from the session, thus, instantly kick-starting an interaction and also giving the whole session a flow.

Before moving on to the agenda and points of discussion suggested by the audience, Mr. Singh started of with a presentation titled 'The Value of Insights'. It spoke volumes about how market knowledge ad consumer insights go a long way in aiding key decision made by the business. He introduced the students to the DNA model that Coca Cola follows. After this, he pointed out the factors and their context to the business to demonstrate to audience how 'insights lie at the point of convergence' such as values, lifestyles, awareness, etc. Further on, he elaborated how 'macro factors' affect 'Trends' and 'Fads' and how studying these trends is important for any company.

Carrying forwards with the discussion on trends, he introduced the students to trends such as Agelessness and Convergence, Gender Blurring, Health and Wellness and a high level of Optimism amongst the Indian consumer. More importantly, he shared his own views and insights about these factors and other issues. This gave students totally different perspectives and a new line of thought about how Knowledge and Insights are vital to a company.

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Contributed by -
The Corporate Relations Committee,
Jamnalal Bajaj Institute of Management Studies (JBIMS), Mumbai.

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