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Podcast: Activate Innovates in the Beverage Market
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Listen to our latest "Four Questions with Tata North America" podcast, which features Reza Mirza, president of Activate Drinks. The beverage company was recently named one of Beverage World's Breakout Brands of 2013 and winner at Tata InnoVista. Mr. Mirza discusses why Activate is an innovator in the vitamin beverage market and the impact of social media on the brand's marketing strategy. Listen to the podcast here. Also read: Beverages Fortified.
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Eight O'Clock Coffee Refreshes its Brand in Style
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 America's original gourmet coffee since 1859, has 'stepped up its style' with a momentous brand refresh including sleek red packaging, tasty new varieties, and new consumer communications featured on-air, online and even on the runway at New York Fashion Week in September.
"With excitement surrounding the brand refresh, it is the right time to bring Eight O'Clock back to television viewers who have not seen the brand on air for over 6 years", said Steve Rice, Tata Global Beverages CAA (Canada, Americas, Australia) Region President. "The entire refresh project including capturing consumer insights, optimizing varieties, selling into customers and communicating to consumers has been a tremendous team effort and my appreciation and well wishes go out to the entire team."
Visit the updated website www.eightoclock.com to learn more about the Eight O'Clock Coffee brand.
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Podcast: Discharging Social Responsibility
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 During his recent visit to the US and Canada, B Muthuraman, vice chairman of Tata Steel and chairman of Tata International, discussed the importance of integrating social responsibility with business operations and offered his outlook on the steel market in the US in a "Four Questions with Tata in North America" podcast interview.
"...The Tata group, has always maintained that society is not only an integral part of the business but also the prime purpose of the business, and we have a strong belief in that," said Mr. Muthuraman during the interview. "So it is not a question of striking a balance, it is a question of integrating social responsibility as a part of business operations." You can listen to the rest of the interview with Mr. Muthuraman and find the transcript by clicking Here.
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www.northamerica.tata.com
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