Essay heading: 7up India: Approach To Solve A Managerial Decision Problem - Improving Monthly Sales

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August 15, 1997






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The company portfolio of soft drinks consists of Pepsi, 7UP, Mirinda, Mountain Dew, Tropicana Juices and their variants. 7UP is one of the three (7UP, Mirinda, Mountain Dew) lemon based drinks of PepsiCo. However the market leader in this segment is Coca Cola's Sprite assuming almost 10% of the market share of Carbonated Soft Drinks...
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This ensures large advertisement expenses. Low Average Consumption: The consumption is a low average of 10 bottles/person/year, which is even lower than countries like Pakistan and Sri Lanka. One of the factors contributing to this is the perception that soft drinks are not good for health. Seasonal Demand: The demand is highly seasonal with close to 45% of the sales coming in three months of April- June...
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