Case Code : CLMM044
Publication date : 2009
Subject : Marketing Management
Industry : Fast moving consumer goods; Beverages
Length : 05 Pages
Price : Rs. 100
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Advertising wars, print, billboards, banner ads, point-of-purchase, per capita consumption, rural market, distribution, price wars, point-of-sale, pesticide controversy, Indian beverage market, Coca-Cola, PepsiCo, Parle Group, Center for Science and Environment, European Economic Commission, National Council of Applied Economic Research
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The Indian soft drink beverage market is dominated by Coca-Cola India and PepsiCo. The market had grown over the years to become the third largest consumer of beverages after the US and China. The fact that the per capita consumption of soft drinks in India remained among the lowest in the world added to the high growth potential of the market. Since the 1990s the market had witnessed many price, distribution, and advertising wars between the two cola giants as they fought hard to corner a bigger share of the market. The companies also had to face allegations in 2004 and 2006 that their soft drinks contained high pesticides levels. With the controversy behind it, both the companies were aggressively working toward increasing their market share in India.
Questions for Discussion:
1. Critically analyze the Indian soft drink beverage market. Discuss the strategies adopted by Coca-Cola India and PepsiCo over the years.
2. Consider yourself the marketing manager of a national cola company with good cost efficiencies. You have been entrusted with the responsibility of planning and implementing the market strategy for a cola brand. What will your strategy be?
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