*Professor, VIT Business School, VIT University, Vellore
**Student, VIT University, Vellore
Online published on 15 February, 2014.
The motive behind this research is to analyse the impact of marketing in the soft drink industries. It is pretty much evident that soft drinks have become an indispensible aspect in today's world. In such a situation, we need to analyse why and how this industry has been so successful in a span of two decades. When we compare the various participating agencies, we realise that there are certain factors which play a key role in the success of several companies. Formally, the paper is a comprehensible study and analysis of the role of marketing, how has marketing been such a significant aspect in the establishment of the companies in India.
Brand Loyalty, Bargaining Power, CSD, Competitors, Factors
