O'Reilly logo

Case Studies in Marketing by Sidharth Balakrishna

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

7

Coca-Cola

BACKGROUND1

Industry Background

The size of the soft-drinks industry in the country has been estimated at upwards of Rs. 50 billion. After a round of acquisitions, the multinational giants Coke and Pepsi dominate the Indian market today, having a total combined market share of close to 95 per cent (including direct operations and franchisees). Local players comprise the rest of the market.

There are more than a hundred soft-drink-producing units in the country, the majority of which are owned by Indian bottlers, and these employ nearly 1,25,000 people. Besides creating employment opportunities, the industry also contributes in a large way to the government’s kitty through exports.

The soft-drinks market comprises two distinct segments: ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required