Marketers Strategy
SOFT DRINK INDUSTRIES IN INDIA
Soft drink industry is one of the fastest growing industries in India; India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment.
The Indian soft drink market is primarily ruled by two multinationals. While there are some regional players of repute, none have been able to expand their presence to the national level. Knowledge of the key attributes that drives the target customer will help these players to understand what makes the multinationals successful and how to design their product offerings so as to take compete with the established product of these multinationals.
Searching for the point of Indian soft drink market, researcher first documented on Gold Spot, this was the first soft drink brand in India. It was introduced by PARLE during later part of 40’s. Cola giant, Coca-Cola was the first foreign soft drink MNC introduced in India in 1965, Coca-Cola India made a very aggressive beginning and dominated the whole market right from the inception into the market. Coca-Cola left India in 1977 and reentered in the year 1993 after Liberalization, in collaboration with PARLE INDIA LTD. Through this research paper researcher has tried to make an attempt to study the major marketing strategies implemented by Coca-Cola Company in India as well as the vital driving attributes behind the success of Maaza brand.
RESEARCH OBJECTIVES
1. To study the non-cola beverages market.
2. To study some of the major marketing strategies implemented by Coca-Cola for its brand “Maaza” in fruit drink segment.
3. To study the different competitors of Maaza and substitutes available in Indian market.
4. To study the taste and preferences of the consumer with respect to the brand Maaza.
5. To study the variables that plays vital role in the success of the
Soft drink industry is one of the fastest growing industries in India; India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment.
The Indian soft drink market is primarily ruled by two multinationals. While there are some regional players of repute, none have been able to expand their presence to the national level. Knowledge of the key attributes that drives the target customer will help these players to understand what makes the multinationals successful and how to design their product offerings so as to take compete with the established product of these multinationals.
Searching for the point of Indian soft drink market, researcher first documented on Gold Spot, this was the first soft drink brand in India. It was introduced by PARLE during later part of 40’s. Cola giant, Coca-Cola was the first foreign soft drink MNC introduced in India in 1965, Coca-Cola India made a very aggressive beginning and dominated the whole market right from the inception into the market. Coca-Cola left India in 1977 and reentered in the year 1993 after Liberalization, in collaboration with PARLE INDIA LTD. Through this research paper researcher has tried to make an attempt to study the major marketing strategies implemented by Coca-Cola Company in India as well as the vital driving attributes behind the success of Maaza brand.
RESEARCH OBJECTIVES
1. To study the non-cola beverages market.
2. To study some of the major marketing strategies implemented by Coca-Cola for its brand “Maaza” in fruit drink segment.
3. To study the different competitors of Maaza and substitutes available in Indian market.
4. To study the taste and preferences of the consumer with respect to the brand Maaza.
5. To study the variables that plays vital role in the success of the