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    Case Study On " and Learn To Compete in India": Pepsi

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    Aalok Ghosh
    Coca-Cola and Pepsi entered the Indian market in 1993 and 1986 respectively, facing competition from local brands that controlled 45% of the soft drink market. Both companies partnered with local producers and launched aggressive marketing campaigns featuring Bollywood stars and sports sponsorships. They also introduced new products like bottled water and fruit juices as consumers became more health conscious. In 2003, a plant was temporarily closed due to alleged pesticide residue findings in drinks, though the corporation later won a court ruling to reopen. Coca-Cola now leads the industry in India.

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    Case Study On " and Learn To Compete in India": Pepsi

    Uploaded by

    Aalok Ghosh
    96 views7 pages
    Coca-Cola and Pepsi entered the Indian market in 1993 and 1986 respectively, facing competition from local brands that controlled 45% of the soft drink market. Both companies partnered with local producers and launched aggressive marketing campaigns featuring Bollywood stars and sports sponsorships. They also introduced new products like bottled water and fruit juices as consumers became more health conscious. In 2003, a plant was temporarily closed due to alleged pesticide residue findings in drinks, though the corporation later won a court ruling to reopen. Coca-Cola now leads the industry in India.

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    PEPSI & COCA

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    Coca-Cola and Pepsi entered the Indian market in 1993 and 1986 respectively, facing competition from local brands that controlled 45% of the soft drink market. Both companies partnered with local producers and launched aggressive marketing campaigns featuring Bollywood stars and sports sponsorships. They also introduced new products like bottled water and fruit juices as consumers became more health conscious. In 2003, a plant was temporarily closed due to alleged pesticide residue findings in drinks, though the corporation later won a court ruling to reopen. Coca-Cola now leads the industry in India.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    96 views7 pages

    Case Study On " and Learn To Compete in India": Pepsi

    Uploaded by

    Aalok Ghosh
    Coca-Cola and Pepsi entered the Indian market in 1993 and 1986 respectively, facing competition from local brands that controlled 45% of the soft drink market. Both companies partnered with local producers and launched aggressive marketing campaigns featuring Bollywood stars and sports sponsorships. They also introduced new products like bottled water and fruit juices as consumers became more health conscious. In 2003, a plant was temporarily closed due to alleged pesticide residue findings in drinks, though the corporation later won a court ruling to reopen. Coca-Cola now leads the industry in India.

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    Prestige Institute of Management and Research, Indore

    (An Autonomous Institution Established in 1994, Accredited with Grade A++ NAAC (UGC) ISO 9001: 2008 Certified
    Institute, AICTE / UGC Approved Programs affiliated to DAVV, Indore)

    (Session 2020 – 2022)


    Case Study on
    “Coke and Pepsi learn to Compete in India”
    Presented To:- Presented By:-
    Dr. Murlidhar Panga Kartik Kesharwani
    Pranshu Sharma
    Aalok Ghosh
    INDIA : THE BEVERAGE BATTLEFIELD
    • In India over 45% of the soft drink industry consisted of small manufacturer's in the year of 1993

    • The combined business was worth $3.2 million dollars

    • Parle Agro, Pure Drinks, Modern Foods, McDowell's

    • Coca Cola had been present in the Indian market since 1958

    • Coca Cola decides to withdraw from India in the year of 1977, following a dispute over its trade secret

    • Parle, the market leader, establishing export franchise businesses setting up production plants and
    serving new markets
    • Parle- heavy investment on image advertising

    • Parle avoided direct comparison with Coke and Pepsi

    • Competition from the non-carbonated drinks


    INDIAN MARKET : OPENING DOORS

    • Economic crisis in the year of 1991

    • Falling foreign exchange reserves, tightly controlled imports, reducing


    industrial production

    • “Principle of indigenous availability”

    • Liberalization of the Indian economy and removing complicated trade rules


    and regulations

    • Increased foreign investment


    PEPSICO AND COCA- COLA ENTER THE INDIAN
    MARKET

    • PepsiCo entered • Joint venture • Stringent


    • Lehar 7up and
    the Indian market with two local conditions were
    Lehar Pepsi.
    in 1986. partners. imposed.

    • Coca-Cola • Joining forces • Later, local


    • Competition entered the Indian with Britannia producers joined
    from Parle. market segment in Industries India forces with Coca-
    1993. Ltd. Cola.
    MARKETING CAMPAIGN
    Seasonal sales promotion during festivals – Navaratri Campaign

    Coca-Cola: Thumbs Up Toofani Ramjhat, buy one get one free, free trip to Goa
    PepsiCo: Sponsorship of “garbha” competition, Tied up with Gujarati TV channel, Mega
    offer with 300 ml Pepsi bottle
    TV Campaign : PepsiCo
    Summer campaign featuring 7UP with slogan “Keep it cool”. 200 ml bottle was introduced in
    this campaign.
    Ad campaign using Bollywood stars, cricket and football players.
    New product PEPSI BLUE was launched during the ad campaign and was positioned as a
    limited edition
    NEW PRODUCT CATEGORY
    • The brand also
    focused on fruit
    • Demand for
    juices, juice based
    carbonated drinks
    • Coca Cola drinks as the
    not growing, only 1
    (Kinley) and consumers started to
    percent growth
    PepsiCo (Aquafina) be conscious about
    between 1999 to
    launched their own their health and
    2006. But the
    brands of bottled wellness. Also the
    demand for bottled
    water. brand wanted to
    water was
    make sure they were
    increasing rapidly.
    not dependent on a
    single product.
    CONTAINMENT ALLEGATION:THE BATTLE
    GROUND SHIFT

    • Coca-Cola now leads • A competitive battle in


    • Content of pesticides
    • In a production of 3lac the industry in sales, it shifting from urban
    residue was claimed to
    Ltr of soda drink a day owns 1 and 2 brands, areas to vast rural
    be found in 2003,
    uses 1.5, million Ltr of Thumps Up and Coke, regions in India, its
    leading to close of plant,
    water, enough to meet the firm turned a profit nonalcoholic beverage
    until corporation won a
    the requirement of in India in 2010 for the industry experience a
    court ruling allowing
    20,000 people first time after its reentry growth of 10 percent per
    them to reopen.
    in 1993. year for the past decade.

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