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The Growth Pains of an Innovative Product: A Case Study of COCO TANG India

Start-up Marketing Strategies in India

ISBN: 978-1-78756-756-6, eISBN: 978-1-78756-755-9

Publication date: 23 July 2019

Abstract

COCO TANG India is also the recipient of the Telugu book of records ‘certificate of national record’ as being the first brand to introduce Tender Coconut-based Mocktails and Milkshakes (A1).

Keywords

Citation

Ramesh, M.A. and Kota, M.K. (2019), "The Growth Pains of an Innovative Product: A Case Study of COCO TANG India", Ramesh, M.A., Grover, P. and Dasgupta, S. (Ed.) Start-up Marketing Strategies in India, Emerald Publishing Limited, Bingley, pp. 183-202. https://doi.org/10.1108/978-1-78756-755-920191011

Publisher

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Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited