Coca-Cola: Insider's view
The RANEPA Summer Campus participants have had a chance to attend a lecture by Coca-Cola Russia’s manager Natalia Bogdanovich. Using the example of Coca-Cola, she told the students about trends on social media, as well as how major brands find ways to overcome the difficulties they face.
Digital Communications and Liaison Manager at Coca-Cola Russia Natalia Bogdanovich, had previously worked for the Mail.Ru Group, and joined Coca-Cola in 2019. In her presentation, she talked about the rich history of Coca-Cola, which currently controls more than 500 brands such as Fanta, Fuzetea, Sprite, and others.
Coca-Cola’s priorities today are to deal with waste, improve social work and attract young people, Natalia Bogdanovich said. The company is determined to achieve 100% waste recycling.
The speaker sees the secret of a company’s success in correctly identifying its target audience. At the same time, it is important to know your customers’ dislikes, not just their preferences, she said. A company needs to invest in product distribution; its ads should be bright, short and clear. You need to keep in touch with your consumers all the time, she emphasized. After the lecture, the participants asked her a wide variety of questions, none of which went unanswered.
The International Summer Campus of the Russian Presidential Academy of National Economy and Public Administration (RANEPA) is a unique annual educational project for best students of Russian and foreign universities. The Campus curriculum comprises lectures and interactive sessions with leading Russian and foreign academics, government employees and world-class business executives. RANEPA Rector Vladimir Mau, leading Russian and foreign experts, Russian and foreign business leaders, high-ranking officials and civil servants will traditionally speak at the Summer Campus.
The organizers of RANEPA Summer Campus include RANEPA, the Republic of Tatarstan, and the Association of Innovative Regions of Russia.
General partner: The Сoca-Cola Company; Partner: ACIG Group of Companies.
Official information partner: TASS. Campus news agency: Interfax. Strategic partner: RIA Federalpress. Main information partner: Polit.Ru. Campus magazine: Profile. Campus internet media: Invest Foresight. Leading information partner: RNS. Main regional information partner: Realnoye Vremya online newspaper. Campus TV: Tatarstan State TV and Radio Company. Information partners: Parlamentskaya gazeta, Komsomolskaya Pravda Kazan newspaper, Strategia magazine, TatCenter.ru, Efir 24, InKazan, KazanFirst, and Public Administration journal.