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This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/20706| Title: | Study on branding strategy of goodness | Authors: | Moola, Priyadarshini Khushboo |
Keywords: | Branding;Beverage industry;Coffee industry;Branding strategy;Marketing strategy;Digital marketing;Social media strategy | Issue Date: | 2016 | Publisher: | Indian Institute of Management Bangalore | Series/Report no.: | PGP_CCS_P16_142 | 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 . | URI: | https://repository.iimb.ac.in/handle/2074/20706 |
| Appears in Collections: | 2016 |
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| File | Size | Format | |
|---|---|---|---|
| PGP_CCS_P16_142.pdf | 2.05 MB | Adobe PDF | View/Open Request a copy |
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