The Most Revolutionary Concept In Education PLANMAN CHE CENTRE FOR HIGHER EDUCATION, Supported by IIPM India’s Leading B-School
You must have heard a wiseman say this long back: “Love is to the heart what summer is to cola companies...” Alright, I admit, I was the wiseman, but really, that line does make a world of commercial sense! Summers have set in with its usual severity. Scorching heat, temperature soaring above 40 degrees, horse-like sweat, parched throats – this is perhaps what most Indians associate summers with. And summers being the first love of cola companies, the age-old bloodbath known as cola-wars (of course between titans Coca-Cola India and PepsiCo India) continue this season too. A lot of brouhaha is doing rounds in the Indian cola industry. Ending its 13-year long association with King Khan, PepsiCo recently terminated its contract with the superstar. SRK’s IPL team, Knight Riders too dropped Pepsi from its portfolio of sponsors and signed Coca-Cola India’s Coke brand instead. But this newsy fight is passé and the war has moved a level up. Recently, Coca-Cola’s lemon-flavoured aerated drink, Sprite, zoomed past Pepsi (as per ACNielsen) and sat proud occupying the number two slot with 14.6% market share in soft drink sales in India. With Thums Up already at the top slot, Coca-Cola India reigns over the black cola market with a consolidated market share of 57.8% as compared to PepsiCo, which commands a much lower 35.6%. But, the fight will get more intense this time, as the brawl has moved beyond the obvious & into ‘non-cola’ territories.
Last fortnight, PepsiCo India launched Nimbooz, a non-fizzy lemon juice with no artificial flavours under its 7UP brand. Giving it competition is Parle Agro’s natural lemon juice, LMN. On the other hand, Coca-Cola India too extended its brand Fanta and launched fruit flavoured aerated soft drink, Fanta Apple. Hitherto, Parle Agro’s Appy Fizz was the lone player in this segment with a complete control over the market for fizzy apple drinks. As beverage companies demonstrate their fascination toward lemon and apple drinks, carbonated black cola drinks may take a back seat...
But why a sudden affinity toward fruit-based drinks? The Indian consumers have, over the years, grown to be more health-conscious. With increased awareness about harms caused by the consumption of carbonated cola drinks, the consumers are seemingly wary about their health. And quick to encash on this frenzy of health consciousness, marketers have flooded the market with their fruit-based drinks harping over the health-quotient of the drink. And the one who gets to eat the juicy market share in the end will be the winner of this fruity fight.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Detail of all IIPM branches
IIPM Admission Detail
IIPM INTERNATIONAL - NEW DELHI, GURGAON & NOIDA
IIPM - Admission Procedure
IIPM, GURGAON
IIPM : EXECUTIVE EDUCATION
No comments:
Post a Comment