Consumer Behaviour- Soft Drink Industry

2458 Words Dec 13th, 2011 10 Pages
Consumer behavior

Soft drink – Thums Up
Introduction
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.
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Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice
President, Marketing and was instrumental to the company’s success in developing a brand relevant to the Indian consumer and in tapping India’s vast rural market potential. Following his marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President.

Product Range
The product range of Coca-Cola includes beverages like: * Coca-Cola
The parent brand of Coca-Cola Company, Coca-Cola has a truly remarkable heritage. The world’s favourite drink.

* Thums Up
Strong Cola taste. Thums Up is a leading sparkling soft drink and most trusted brand in Indian soft drink market.

* Sprite
A global leader in the lemon lime category, it is second largest sparkling beverage Brand in India. Sprite with it’s cut-thru perspective has managed to be a true teen icon. Sprite’s all about being true to yourself and living by the simple and honest code of your own instincts. No more….no less.

* Fanta
Over the years Fanta has occupied a strong market place and is identified as “The Fun Catalyst”. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles.

* Limca
Lime ‘n’ lemoni Limca can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has remained unchallenged as the No.1 Sparkling drink in the Cloudy lemon segment.

* Minute Maid Pulpy Orange
One of world’s

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