Coca-Colas reentry into India was driven by both competitive factors and Coca-Colas own global plans. The parent company had realized the need to expand its presence in emerging markets as growth was tapering off in developed countries. In late 1993, to make a quick entry into the market and neutralize Pepsis early mover advantage, Coca-Cola decided to buy out a local soft drink company, Parle, which had a 60% market share.
But Coca-Cola found itself facing several problems. It focused on establishing the Coke brand quickly, positioning it as an international brand and not emphasizing local association. Neglect of Parle brands led to their decline in market share. The operations of the small bottlers acquired from Parle system were inefficient and increased costs. The bottlers also had problems adjusting to Coca-Colas work culture.
The project tried to analyse the prospective marketing strategy for Coke in India