IntroductionThe global market for the international soft drinks industry amounts to approximately $198 billion, of which giants such as Coca Cola and Pepsi hold a major share. Marketing and sales trends vary from country to country depending on geographic and climatic conditions. Cadbury Schwepps is the third largest player in the global soft drinks industry. The three giants occupy around 90% of the total market. In recent years, global trends have clearly indicated that the consumption of carbonated and non-carbonated soft drinks has almost doubled. Western countries such as North and South America and Canada consume double the amount of drinks compared to almost 10 years ago. With the introduction of the retail sector and changing consumer preferences, one can easily find that the demand for these drinks has increased to a considerable percentage. (Datamonitor, 2005) Emergence of the Retail Industry and Increase in Product Mix With the emergence of the retail industry, the marketing and advertising strategies of soft drink companies have changed dramatically. The soft drink industry was not just limited to the production of carbonated drinks. As customers' preferences and choices changed, healthy drinks were also dined. Minute Maid, Tropicana and Diet Soda are some examples of the changes made by these giants to attract the public's attention. In 2013, more than 90% of the market was dominated by three major soft drinks companies. It seems that the sector has been experiencing an oligopoly situation for a long time now. Coca Cola remains the undisputed leader in this sector with a market share of almost 50%, followed closely by Pepsi. (Datamonitor, 2005)Marketing and AdvertisingThe business environment in this industry is......middle of paper......lability of key raw materials, lower labor costs and presence across the entire value chain they give India a competitive advantageWorks CitedDatamonitor. (2005, May). Global Soft Drinks: Industry Profile. New York. Reference code: 0199-0802. Murray, Barbara. (2006c). Carbonated drinks. Hoover. Retrieved February 13, 2006, from http://premium.hoovers.com/subscribe/ind/overview.xhtml?HICID=1049Hein, Kenneth. (2004). Brand Loyalty 2004. Retrieved February 12, 2006, from http://www.brandkeys.com/news/press/102504Brandweek.Loyalty.pdf Murray, Barbara. (2006a). The Coca-Cola company. Hoover. Retrieved February 13, 2006, from http://premium.hoovers.com/subscribe/co/factsheet.xhtml?ID=10359Sicher, J.D. (2005). Beverage Digest/Maxwell Ranks the U.S. Soft Beverage Industry for 2004. Retrieved February 10, 2006, from http://www.beverage-digest.com/pdf/top-10_2005.pdf