MARKETING
"Price wars: Cola Industry"
ABSTRACT
Cola has become a part of our lives in today’s lifestyle. You can find it in your fridge or at your neighbours or some steps away at a general store. You can see people from the lower income groups to the highest paid celebrities and athletes enjoying the taste of the sugary fizzy water. You can find it at parties or at your dinner table. But when you talk about price wars in this industry only two names comes to mind, US Soft Drink Giants The coca-cola company and Pepsico.
INTRODUCTION
Originally the term “price wars in cola industry” is generated from the term “cola wars” which are a set of mutually targeted advertisement and marketing campaign since the 1980s between soft drink manufacturers The Coca-Cola Company and PepsiCo. The term “price wars in cola industry” only focuses on the price element of the competition to identify the various tactics used by both the giants to gain the maximum market share in the complete market (low disposable income groups included). Though this price war is going on at a global level, this project only focuses on the effects and results of these price wars only on the Indian market and its population. Price wars include subjects such as expenditure on creativity, cut throat pricing strategy and production cost cutting.
REVIEW OF LITERATURE
Cola producers engage in price wars only to secure a larger market share next to its competitors. The beginning of “price wars” is marked