Soft drink – Thums Up
The soft drink industry in India is one of the most competitive with many international and domestic players operating in the market. Initially domestic players like Parle group dominated the Indian soft drink market with brands like Thums up, Limca, Goldspot etc. However with the re-entry of MNC players like Pepsi in 1991 and Coca-Cola in 1993, the market took a decisive shift in favour of these MNCs and over the years Coca-Cola and Pepsi have become the prominent players in the market.
Soft drinks can be principally classified into carbonated and non-carbonated. Carbonated drinks include cola, lemon and orange flavors while non carbonated drinks principally comprise of mango flavor. The carbonated cola products constitute 60% of the soft drink market and three prominent brands in this category are Pepsi, Coca-Cola and Thums up.
Thums up was a brand from Parle until Coca-Cola bought it in 1993 and tried to kill it to push its own brand. But the loyal customers of Thums up never let it die and the brand still is the leading brand in the Indian soft drink market.
Company profile: The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company. The company’s best known product Coca-Cola was invented by John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated the Coca-Cola Company in 1892. Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current chairman and CEO is Muhtar Kent.
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal
its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in
India. After a 16-year absence, Coca-Cola returned... [continues]
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(2011, 12). Consumer Behaviour- Soft Drink Industry. StudyMode.com. Retrieved 12, 2011, from http://www.studymode.com/essays/Consumer-Behaviour-Soft-Drink-Industry-866703.html
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