Study on branding strategy of goodness

The Digital Institutional Repository of IIM Bangalore

Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/20706

DC Field	Value	Language
dc.contributor.advisor	Bhagavatula, Suresh
dc.contributor.author	Moola, Priyadarshini
dc.contributor.author	Khushboo
dc.date.accessioned	2021-11-15T11:40:06Z	-
dc.date.available	2021-11-15T11:40:06Z	-
dc.date.issued	2016
dc.identifier.uri	https://repository.iimb.ac.in/handle/2074/20706	-
dc.description.abstract	The Ready-to-Drink (RTD) Coffee Market in India had been valued at USD 410.9 million in 2015, and is projected to grow at a CAGR of 3.2% . However, this category is very new to India and hence, the projections of market size has been done based on the importance of these products, against the backdrop of modern-day lifestyle. In general, the success of the RTD format is linked to several fundamental and complimentary factors, such as the availability and a certain sense of cognitive connect with the products. Such drinks are usually popular among the young and urban demographic, however, RTD consumers can be from almost all demographic segments .
dc.publisher	Indian Institute of Management Bangalore
dc.relation.ispartofseries	PGP_CCS_P16_142
dc.subject	Branding
dc.subject	Beverage industry
dc.subject	Coffee industry
dc.subject	Branding strategy
dc.subject	Marketing strategy
dc.subject	Digital marketing
dc.subject	Social media strategy
dc.title	Study on branding strategy of goodness
dc.type	CCS Project Report-PGP
dc.pages	46p.
Appears in Collections:	2016

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