Soft Drinks: The Pure Commodity in the Era of Branding

Abstract

The soft drinks market till 1990s was in the hands of domestic players like Campacola, Thumps Up, Limca etc. but opening of MNC players, Pepsi which scores over Coke. Pepsi interred Indian market in 1991 and Coke reentered in 1993. Pepsi have been targeting its products towords youth and the sales have reached Rs. 689.24 crores. Coke on the other hand struguled initially in establishing itself in the market and sales could reach Rs 451.55 crores. Both of the multinational giant had used branding is one of the most fascinating marketing strategies for the purpose of winning or over coming competition; its efficiency is not in suspicion. This study is an analysis into the branding impact on consumer preference for soft drinks, with focus on the contributory roles of its various elements in impacting consumer behavior. It was discovered among other things, that of all the elements of branding, company-of-make and packaging play a greater role than brand name and brand mark, in terms of influencing consumer preference for soft drinks. It recommended among other things that firms should focus more attention on the company name and packaging but should also integrate brand name and brand mark as supportive elements in fashioning an effective branding strategy for defeating competition. More prominence should equally be laid on institutional rather than brand advertising.