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*Coke was present in India from 1970s, but was banned in 1977 under FERA
BACKGROUND
Pepsi Co. Milestones
1899: Founded by Caleb Bradham 1902: Applied for trademark in US 1923: Declared bankrupt & assets sold 1985: Gained entry in India 1988* - Succeeded with Pepsi Food India Limited Project as a joint venture of Punjab Agro Industrial corporation & Voltas India Limited. 1991: Marketed & sold as Lehar Pepsi. 1994: Bought out its partner and become a fully owned subsidiary. Today it is the No. 2 soft drink company in India.
*In 1988, forced to withdraw from market due to carcinogenic ingredient (BVO)
THREATS Strong Competition from Pepsi and other local brands due to late entry Stricter legal framework (49% equity to Indian Investors) Decreasing popularity of carbonated drinks in India
THREATS Unfriendly political environment and Indian legal framework Competition from local manufacturers Low demand in Indian market for carbonated drinks Poor infrastructure especially in rural India
Advertising Campaign
Coke was the official partner for 1996 world cup! Coke used to advertise its brand as an official partner and then.
More Emotional
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