In 1977, tightened rules on foreign companies in India forced Coca-Cola and Pepsi to retreat. The vacuum made way for a number of Indian soda companies, such as Campa Cola, Double Seven, and Thumbs Up. In the 1990s, laws were relaxed, allowing Coke and Pepsi to re-enter the market. Coke realised that they couldn't compete with the established Indian brands, so they bought Thumbs Up for 60,000,000 USD, with the original plan of discontinuing it. However, they realised customers were likely to turn to Pepsi, and therefore revitalised Thumbs Up with campaigns associating a 'macho' image to the drink. The plan worked, and today Thumbs Up leads India's cola market, with 42% of the share. As a consequence, Coca-Cola gradually decimated the Indian companies that had formed in the 70s.
Bonus:
India was one battleground for the ongoing Cola Wars fought between the three main soda companies: Coca-Cola, PepsiCo, and Dr Pepper Snapple. The three continue their worldwide rivalry, and match any of their competitors' products with one of their own.
-E
Aucun commentaire:
Enregistrer un commentaire