The sector of the beverage market that produces and distributes non-alcoholic, carbonated beverages, including sodas, fruit-flavoured drinks, and energy drinks.
Published in Chapter:
Dynamic Strategies and Evolutionary Trajectories: A Comprehensive Review of Experiential Marketing in the Soft Drink Industry
S. Baranidharan (Christ University, India), Amirdha Vasani Sankarkumar (SRM Institute of Science and Technology, India), K. Subramani (Christ University, India), and A. Madeswaran (Christ University, India)
Copyright: © 2024
|Pages: 25
DOI: 10.4018/979-8-3693-2754-8.ch008
Abstract
This comprehensive review explores the evolution of experiential marketing in the soft drink industry from 2005 to 2024. It uses analysis from a diverse set of 62 scholarly articles, Google books, Google Scholar, SSRN, Fig share, and various publishers such as Taylor & Francis, IGI Global, and Springer. The study traces the industry's trajectory from traditional marketing approaches to a digital-centric paradigm. The research captures pivotal moments in the development of experiential marketing strategies, emphasizing the integration of technology, sustainability, and community engagement. Key findings highlight the industry's adaptability to changing consumer preferences, the strategic use of data-driven insights, and the importance of inclusivity in crafting compelling brand narratives. The study identifies overarching trends, challenges, and opportunities that shaped the experiential marketing landscape in the soft drink industry over the past two decades.