• by Karl Greenberg , Staff Writer, October 18, 2008

Joe Tripodi, CMO and commercial officer with Coca Cola says marketing to "siloed" countries is out.  IN: global tribes. "We see more and more of this: youth culture, high net worth culture, urban culture, health and sustainability. the amount of varieability  the young person in New York has more in commong with young person in shanghai than the farmer in upstate New York.

As global marketers you can speak to these people in relevant and consistant way.  everyone in every market will always talk about differences they have with others and those differences are narrowing.

New rules of consumer engagement.  "consumers want ease of use, access, utilty, personalization, self expression, entertainment, and they want portability. Consumers are demanding value for their time and attention.  How do we grow?"

Coke projects ready-to-drink non alcoholic up 6% up to 2020.  because of rapid urbanization, more consumers.  Through  2015, we will see 650 million people move to cities.   Growth of BRIC middle class will be 700 million.  "They are going to move from non ready to drink, to ready to drink and that means 60 billion case incremental opportunity for us. so our growth strategy is continue to grow sparkling business."