The case follows the development of the carbonated soft drink business. It depicts the emergence of two global majors - Coca Cola Corporation and PepsiCo. It depicts the propagation of every big brand. The case describes the local Indian brands - Thums Up and Limca.
Many of the soft drink brands have a high brand value in building brand equity, and the instance describes the function of advertising. The case follows the development of advertisements over the years worldwide as well as in India. It engages with the tension between standardization and localization of advertisements. It invites pupils to go over the function of marketing in building the brand in an emerging market like India.
PUBLICATION DATE: November 01, 2012 PRODUCT #: IMB387-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Blurring the Lines: Why Its Time to Rethink Marketing
Integrated Marketing Midterm Exam
Talent Retention & Development in Albertas O&G Sector
The misplaced controversy about internal consumption: Not just a direct selling phenomenon
Telma: Building and Defending a Market Leader
The Mulliez Family Venture
Ethiopia: An Emerging Market Opportunity?
The Eleganzia Group
Maple Leaf Simply Fresh (B)
Automotive Quality Reputation: Hard to Achieve, Hard to Lose, Still Harder to Win Back
