Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July10-Article4-Marketing Strategies In The Indian Soft Drinks Industry - A Case Study of PepsiCo and Coca- Cola Limited
- Price : 80.00
- Published on July 1, 2010
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The Indian soft drinks industry has witnessed a radical change in the last few years. In India, after the exit of Coke in 1977, Parle and Pure drinks controlled the soft drinks market. By the end of 1970s, Campa Cola was practically alone in the cola market. Parle introduced Thums Up in the beginning of 1980s. Until 1991, the domestic market was ruled by Parle, with a 60% market share. Its 3 brands - namely Thumps Up, Gold Spot and Limca were the undisputed leaders. The regional brands took up the remaining market. But the market scenario changed drastically when in 1991, Pepsi Foods Limited (PFL) made an entry in India. Since then, the face of Indian soft drinks industry has changed completely. Today, the soft drinks industry in India is dominated by two major players - Pepsi and Coca Cola Limited. Like each industry, this industry too has its own contours of strategies. In the current research paper, effort has been made to identify and elaborate upon the strategies used by these two major players in the Indian market.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.