REVIEW PAPER- “THE COCA COLA COMPANY: MARKETING STRATEGIES”

REVIEW PAPER- “THE COCA COLA COMPANY: MARKETING STRATEGIES”

First Author: Mr. Suraj Pal

 PG Student, ARMIET, Mumbai University, surajpal032000@gmail.com

Co-Author: Prof. Venkateswara Gupta Alamuri

HOD MMS Department, ARMIET, ashwinikshirsagar217@gmail.com

INTRODUCTION

This project is focused on studying the various marketing strategies of Coca-Cola and the scenario of Indian soft drink industry in the 1990’s. Coca-Cola Co., the global soft drink industry leader controlled Indian soft drink industry till 1977. Because of this Coca-Cola backed and withdrew from the country. In the mean time, India’s two target soft drink producers have gotten rich. Who were controlling 80% of the Indian soft drink industry. The marketing strategies which were made by Coca-Cola company to win the Cola war in 1990s had been very successful as Coca-Cola company had a total market share of 48.3% in 1998. So, the Indian soft drink industry saw a dramatic change in the decade of 1990s. All the companies were trying to win the battle by making good marketing strategies.