Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

As of February 2017, Coca-Cola India (Coca Cola) and PepsiCo India (PepsiCo), the two Cola giants, were facing threat from the increasing popularity of a number of smaller regional brands in India, like Bovonto, Jayanti Cola, Xalta Cola, Sosyo, Ginlim, Lemee, City Cola, etc. Hence, as a strategy to counter these regional beverage brands, both Coca Cola and PepsiCo had set up separate groups within their organisations. These groups would keep track of the regional soft drinks brands, which had captured a large market share and was also believed to be behind a planned boycott of the products of the two Cola giants in Tamil Nadu. Moving a step ahead, another initiative taken by PepsiCo to combat these regional players was that the company (as of May 2017) had started labelling its beverage bottles and cans in regional languages so as to attract local consumers and compete with the regional brands. However, in addition to these players, with people becoming more health conscious, these two Cola giants were also facing cut-throat competition from established players in the fruit-based beverages segment like Parle Agro, Hamdard Laboratories and Dabur. As of January 2017, both Coca Cola and PepsiCo enjoyed dominance in India's carbonated drinks industry. However, both the Cola giants had encountered a fall in market share between 2014 and 2016. Amidst this backdrop, would it be possible for the two Cola giants to continue to enjoy dominance in India? What were the challenges likely to be faced by Coca Cola and PepsiCo in the country? Also, what strategies would be adopted by the two Cola giants to counter their business challenges?
Location:
Industry:
Other setting(s):
2017

About

Abstract

As of February 2017, Coca-Cola India (Coca Cola) and PepsiCo India (PepsiCo), the two Cola giants, were facing threat from the increasing popularity of a number of smaller regional brands in India, like Bovonto, Jayanti Cola, Xalta Cola, Sosyo, Ginlim, Lemee, City Cola, etc. Hence, as a strategy to counter these regional beverage brands, both Coca Cola and PepsiCo had set up separate groups within their organisations. These groups would keep track of the regional soft drinks brands, which had captured a large market share and was also believed to be behind a planned boycott of the products of the two Cola giants in Tamil Nadu. Moving a step ahead, another initiative taken by PepsiCo to combat these regional players was that the company (as of May 2017) had started labelling its beverage bottles and cans in regional languages so as to attract local consumers and compete with the regional brands. However, in addition to these players, with people becoming more health conscious, these two Cola giants were also facing cut-throat competition from established players in the fruit-based beverages segment like Parle Agro, Hamdard Laboratories and Dabur. As of January 2017, both Coca Cola and PepsiCo enjoyed dominance in India's carbonated drinks industry. However, both the Cola giants had encountered a fall in market share between 2014 and 2016. Amidst this backdrop, would it be possible for the two Cola giants to continue to enjoy dominance in India? What were the challenges likely to be faced by Coca Cola and PepsiCo in the country? Also, what strategies would be adopted by the two Cola giants to counter their business challenges?

Settings

Location:
Industry:
Other setting(s):
2017

Related