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  • Soda Distribution Network

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    Minnie Menace
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    Parle was a leading cola brand in India along with other aerated drinks like Gold Spot, Limca and Citra. In the early 1990s, Pepsi and Coke re-entered the Indian market and started a promotion war between the three cola brands. Parle opted out of the promotional war and sold its aerated drinks business to Coca-Cola in 1993, bringing an end to its soda business. Parle then focused on promoting its packaged drinking water brand Bisleri. As a low involvement product, Bisleri needed to ensure consistent brand visibility and product availability. In 1995, Bisleri took over transportation to gain more control over the supply chain and address issues like high costs and

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    Distribution of soda in india

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    Soda distribution network

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    Parle was a leading cola brand in India along with other aerated drinks like Gold Spot, Limca and Citra. In the early 1990s, Pepsi and Coke re-entered the Indian market and started a promotion war between the three cola brands. Parle opted out of the promotional war and sold its aerated drinks business to Coca-Cola in 1993, bringing an end to its soda business. Parle then focused on promoting its packaged drinking water brand Bisleri. As a low involvement product, Bisleri needed to ensure consistent brand visibility and product availability. In 1995, Bisleri took over transportation to gain more control over the supply chain and address issues like high costs and

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    Download as DOCX, PDF, TXT or read online from Scribd
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    4 views1 page

    Soda Distribution Network

    Uploaded by

    Minnie Menace
    Parle was a leading cola brand in India along with other aerated drinks like Gold Spot, Limca and Citra. In the early 1990s, Pepsi and Coke re-entered the Indian market and started a promotion war between the three cola brands. Parle opted out of the promotional war and sold its aerated drinks business to Coca-Cola in 1993, bringing an end to its soda business. Parle then focused on promoting its packaged drinking water brand Bisleri. As a low involvement product, Bisleri needed to ensure consistent brand visibility and product availability. In 1995, Bisleri took over transportation to gain more control over the supply chain and address issues like high costs and

    Copyright:

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    Download as DOCX, PDF, TXT or read online from Scribd
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    of 1

    Parle sells aerated drinks division to Coca-Cola Thums-Up was the flagship cola brand of Parle along with

    other aerated drinks like Gold Spot, Limca and Citra. Re-entry of Pepsi and Coca-Cola in India in the early 90s. Promotion war among the three cola brands. Parle opted out of the promotional war. Sold its aerated drinks business to Coca-Cola in 1993.This brought an end to its soda business. Parle focussed on promotion of packaged drinking water- Bisleri. There was the requirement of innovative strategies on a product with limited scope of development

    Integration of Distribution Channel Bisleri Mineral Water can be classified as Low involvement product. Keys to Continuity for a low involvement product: Saliency of Brand, ensured product availability. Central Threat to continuity for a low involvement product: interruption in purchase cycle. Transporters were reluctant because of high weight (high transportation cost) and low returns. Visibility of the product was of utmost importance. Bisleri took charge of its transporation in 1995. By 2008, an indigenous network of around 2000 trucks across the country. Took over the transportation vertical to reduce the dependence on external factors in the highly competitive market.

    Sources: http://www.4psbusinessandmarketing.com/12012012/storyd.asp?sid=5082&pageno=2 http://pitchonnet.com/blog/2009/07/02/bisleri-drops-of-success/

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