Lahore School of Economics

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Category Expansion and the Role of Advertising

Mr. Ali Akbar, Head of Marketing Coca Cola Export Corporation delivered a session to the MBA class at the Lahore School of Economics on category expansion and the role of Advertising on April 26, 2017.


During the session he made a fascinating presentation summarizing Coca Cola’s latest advertising campaigns around coke and tea drinking. Contrary to popular assumptions, Ali exhibited the highest respect towards tea-drinkers and claimed that Coke would be happy if every tea drinker could switch 3% of his monthly intake to its cola drink.

In addition to the above he made some very useful points. He was of the view that every marketer needed to take some risks. Only with risks came rewards. Of course these risks were calculated, backed by research and one had to convince many segments and people within the company. Two, it is ok to talk about advertising in the interviews but so long as you can show how you will make the numbers, or attain profitability targets you may not impress interviewers.


He also advised the students to be more creative, talk of the future and think of how sales can be increased.

The session was very well received and he was invited to return to the School very soon.

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posted by S A J Shirazi @ 4/27/2017 09:34:00 AM,

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