History of soft drink in india The first brand of soft drink Gold spot established 53 years ago.

Before all empowering CocaCola entered the country to dominate the soft drink market, the history of soft drink in India isquite drinking old. Down the ages, people consume soft drink to give them a refreshing feeling.Gold spot is considered as the first brand of soft drink in India, it was introduced in 1965.Coca- cola at the same time entered the Indian mark t .and dominated the whole market. It facedno though competition from the domestic market. Due to certain circumstances the Coca colaCompany discontinued its operations in India. In 1993 Coca Cola was launched in Agra (India)again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with Parle exportPvt. Ltd., The Company was trying its best to regain prestige which it had before. At presentonly Coca Cola and Pepsi Food are giving tough competition to each other Coca Cola was the first foreign drink came in India in the year 1965. Coca cola had a very goodbeginning in the Indian market and it hardly faced any competition in India. The marketingpeople did not even require advertising Coca Cola. This extra ordinary success of soft drink could be attributed to following factors.Later in 1970, it introduced Limca a lemony soft drink. Before limca they had tentativelyintroduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontationwith Coca-Cola. The Indian drink had a significant opportunity in 1977 when Coca Cola decidedto wind up its operation rather than bowing to the government of India insistence of dilution of equity. HISTORICAL BACKGROUND OF COKE Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and restaurants in morethan 200 countries. lt is produced by the Coca-cola Company which is also often referred to assimply Coca cola or coke. Coke is one of the world's most recognizable and widely soldcommercial brands; its major rival is Pepsi. Originally intended as a patent medicine when it wasinvented in the 19th century, Coca-cola was bought out by businessman Asa Griggs Candler,whose marketing tactics led Coke to its dominance of the world soft drink market throughout the20th century.The Coca -cola Company owns and markets other soft drinks that do not carry the Coca -colabranding, such as Sprite, Fanta, and others. Coca cola was invented. In Atlanta, Georgia, by JohnS. Pemberton, originally as a coca wine caned Pemberton's French, Wine coca in 1885. He was 'inspired by the formidable success of European Angelo Mariani's coca wine Mariani. PRODUCT FEATURES Coca-Cola returned to India in 1993 and over the past ten yearshas captured the imagination of the nation, building strong associations with cricket, the thrivingcinema industry, music etc. Coca-Cola has been very strongly associated with cricket,sponsoring the World Cup in 1996

and various other tournaments, including the Coca-Cola Cupin Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life hoto Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca Cola launchedthe campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India'sfavourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and thispricing initiative together with improved distribution ensured that all brands in the portfolio grewleaps and bounds. Coca-Cola had signed on various celebrities including movie stars such asKarishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay inthe past and today. Its brand ambassadors are Aamir Khan and Hrithik Roshan. SEGMENTATION SEGEMENT A) E & DB) ConvenienceC) Grocery A) E&D: Those outlets where people visit to ear of drink are known and eating and drinkingoutlets. Such as Restaurants and Hotels, D habas B) Convenience : Convenience outlets ate those outlets where people visit regularly for various purposeslike stationary shop, S.T.D Booth, Betal Shop and general Store. C) Grocery :

Those outlets where people visit to purchase food grains and any of such things for futureconsumption and called as Grocery shops Based on Volume Pattern According to the volume sale in the outlets the company has adopted a unique policy of categorizing the outlets in four different segments such as:

DIAMOND

GOLD

SILVER BRONZE DIAMOND Those outlets, which give an annual sale of Coca - Cola products more than 800 carats. GOLD Those outlets, which give an annual sale of Coca - Cola products less than 200 carats SILVER Those outlets, which give an annual sale of Coca - Cola products between 200 to 499 carats. BRONZE Those outlets, Which give an annual sale of Coca':-Cola products less than 200 carats