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Hums that express emotion, colors that mesmerize, symbols that draw, tastes that stimulate desire, shapes that tap, smells that rouse are becoming more dominant weapons with which companies realize an emotional connection with consumers. It all began in the twentieth century, at the moment when the machinery industry converted into service industry making their main element as people. Also, the consumers changed with the change in industry. With numerous products at their offering consumers are often undecided which product to choose. They expect the brand to know about them personally. Trying to improve relationships between consumers and products, marketing researchers concluded that the vital component in purchasing a product is an emotion. And the motivation behind emotional branding is to build a relation between a buyer and a product by evoking buyer’s emotion. Emotional intelligence plays a significant role in the process of offering a better service or product and can be effectively applied to tourist businesses. Tourism primarily comprised association between the operator, the tourist, the host, and the habitat. Since tourists have various destinations to visit it is essential that a destination attracts tourists with its own mark. Branding includes advertising the distinctive benefits which the tourist will undergo while visiting the destination, apart from the destination itself. Destination branding depends on reputation, quality, and specific attributes along with a vital component, emotion. Marketers normally desire that buyers experience the destination and many advertise their product or service as an experience through sounds, words, and visuals. The most important aspect is the experience traveler gets. Information and Communication Technology (ICT) is one of the fastest growing technologies and plays a major role in our daily life. It has changed our way of living and experiences. On the viewpoint of business outlook, it has touched each and every aspect of commerce. Since the beginning of internet, it is gaining strength day by day. Therefore, ICT, with significance on the internet, has swiftly adjusted to the tourism wherein novel opportunities for creative online advertising strategies are investigated. The radical changes in the society developing from the rise of ICT gave birth to novel consuming experiences which bind virtual and physical worlds, enhancing the participation of consumers both in the production and consumption processes. The chapter focuses on the role of ICT tools in emotional branding of tourist destinations.

In this chapter, a situation analysis was made on the use of technology in gastronomy, an ever-growing and exciting research area. The use of technology is essential in food production processes as well as in all sectors, and accordingly, the number of research on the subject has increased in recent years. Therefore, in the study, information is also given about trend applications today in addition to the use of technology in gastronomy. It is aimed to present the studies conducted by different disciplines together, to reveal the current situation in the light of the studies carried out on a national and international scale and to support possible future studies.

COCO TANG India is an innovation-driven company. It takes inspiration from the humble coconut water that all of us are very familiar with and have drunk right from our childhood. The founders of the company, Dr Neelima, a dentist by profession and her husband Chaitanya who is a pharmacist have hit upon the idea of a coconut-based drink quite by accident.

When Dr Neelima was pregnant with her first child, the doctor advised her to take fresh coconut water. It was then that Dr Neelima discovered that fresh coconut water was a paradox, the water from a tender coconut is supposed to be fresh but in many cases is not as fresh as it should be. Coconuts are harvested from remote farms in Andhra Pradesh and sent to Hyderabad. And to top it all, the nutrition value of the coconut past its ideal window of consumption leaves a lot to desire. The price factor too is a dampener. It costs Rs. 25 to have tender coconut water in a metropolis like Hyderabad.

Dr Neelima and her husband developed the product idea from their search for a nutritious, healthy drink. Fresh, tender coconut pulp-based shakes, packed with nutrition, taste, health and at the same time make an aspirational product for the young, bubbly and restless youth of India.

This case deals with the problems, the trials and tribulations that these young first-time entrepreneurs faced and details the marketing efforts the young company is putting into survive in the dog eat dog world of fruit drink industry.

The case details the specific marketing-related problems the company faces and examines what the promoters are doing to overcome these problems, specifically related to the four Ps, that is, product, price, place and promotion. It looks in depth at the innovative marketing practices that COCO TANG India is deploying, including the use of the social media that enabled the COCO TANG India’s founder to win Junior Chamber International – Business Excellence Award for the year 2017–2018.

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).