An Analytical Study Of Marketing Strategy Of Thums Up Cold Drink Company In Marathwada Region With Special Reference To Nanded District

Abstract

India is a densely populated country. The youth in India are fond of newlinesoft drinks like coca-cola, Thums-Up, pepsi, sprite, etc. products due to newlinetheir sense of coolness which is a natural instinct of the youth. India is newlineemerging as a great market for soft-drinks products. The policy of newlineliberalization, privatization and globalization and the spread of newlineinformation technology have widened the scope of market information of newlinethe prospective consumers. Most of the consumers live in rural, semiurban newlineand urban areas. And as such understanding consumer behavior in newlinecase of soft drink products plays a significant role in formulating the newlinemarketing strategy of companies producing and distributing Thums-Up newlinecold drinks particularly Thums-Up . newlineAncient Indian Literature also point out towards special medicinal newlinesoft drinks like Sharbat . As such the role of Thums-Up cold drinks newlineamong the consumable/FMCG product line has been continuously newlinedeveloping and in the recent years it has substantial growth. newline1.2 Observation and Significance of the Research Problem:- newlineThe market of Thums-Up particularly Thums-Up cold drink in newlineIndia is a largest potential market in the world because the second largest newlinepopulation. The Thums-Up cold drink consumer is spread over different newlinepart of the country and can be classified as on the basis of location, age, newlinegender, occupation, income and so on. However, Thums-Up cold drink newline3 newlineconsumers have adequate understanding as their literacy level is newlinecontinuously increasing. The mass media has also reached these people newlineproperly. newlineIn modern times, marketing whether of urban or rural is all about brand newlinepopularity. The marketers major task is to increase the position the brand newlineimage in the mind of the different segments of consumers by developing newlinea message. All types of markets, segments, which were not approached newlinebefore due to lac of infrastructure facilities are now connected through newlinemedia. Though the purchasing power of various segments is different, yet newlinethey mostly know the brands and purchase new brands Thums-Up cold newline