softdrinks-111025142533-phpapp02

7/28/2019 softdrinks-111025142533-phpapp02

1/4

SOFT DRINKS INDUSTRY

Soft drinks are become part and parcel of the Indian lifestyle. Be it children, the college kid or the middle aged

Indian soft drinks are enjoyed by one and all in the country. Especially after the influx of a number of fast food

joints in India soft drinks have gained more popularity. Food like pizzas burgers and French fries go hand in hand

with soft drinks.Gone are the days when a soft drink was enjoyed to the combat a sunny day. Today soft drinks

are enjoyed with almost every meal that one has outside his/her home. Despite several issues that crept up

regarding the ingredients used behind the manufacturing of soft drinks the market remained stable.The soft drink

industry in India is categorized on the basis of carbonated and non carbonated drinks. The carbonated drinks

include flavors like cola, lemon and orange and the non carbonated drinks segment includes mostly mango

flavors. The non carbonated segment includes fruit juices and squashes. The Top Soft Drink Brands in India are

Coca-Cola, Pepsi and Thumps Up. The other popular soft drink brands in India include Fanta, Mirinda,7Up,

Sprite Limca etc. In order to cater to all the segments of the society these top soft drink brands are available in

numerous sizes. .

The Top Soft Drinks Brands in India-

Coca Cola

Pepsi

Mountain Dew

Maaza

Nimbooz

COCA COLA-:

MMAARRKKEETT SSHHAARREE--::

Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company

controls about 59% of the world market.

PRODUCT BRANDS -:

Coke

Sprite

Fanta

Diet coke

Coke classic

TARGET MARKET-:

Cokes commercials basically based on young generations, So, the young generation is the target market

of Coke because they want to represent Coke with the youth and energy but they also consider about

the old people they take then as a co-target market.


2/4

MAJOR SEGMENTS

Major segments are basically those people who take this drink daily and those areas where the

demands is higher then the other areas. There are so many people who take this drink daily and those

people who take weekly and those who take less often are always there as well. So, their basic

segments are those people who take this drink regularly

BRAND DIFFERENTIATION

Now different companies have got different brand names. So, people can distinguish between brands. Two majorbrands coke and Pepsi also have brand names.

MARKET POSITIONING

The total range of Coca Cola company in Pakistan includes:

Coke.

Sprite.

Fanta.

Diet Coke

And company offers their products in different bottle sizes these includes:

SSRB (standers size returnable bottle)

LRB (litter returnable bottle)

NRB (no return bottle) or disposable bottle

PET 1.5 (1.5 litter plastic bottle) CANS (tin pack 330 ml)

PACKINGCoca cola products are available in different packing

24 regular bottle shell

6 bottle pack for 1.5 pets

12 bottles in a pack for disposable bottle

24 cans in one pack.

PRICE

The prices of Coca-Cola's products vary according to the brand and the size. The prices of the main products are

shown below.

ProductSizePrices (approx. not on sale prices)


3/4

Coke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoca-Cola soft

drinksCoca-Cola soft drinksPowerAde2L bottle1.25L bottle600mL bottle300mL bottle375 x 30 cans375 x 18

cans ---$2.57$1.35$2.10 - $2.30$1.30$17.87$12.98$2.80

DISTRIBUTION

The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers

and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants,

petrol stations and newsagents.

PEPSI

THE BUSINESS ENVIRONMENT

Consumers

Pepsi believe the main 'drivers' behind consumer behavior are value, variety, attitudes and convenience.

Competitors

Pepsi's direct competitor is Coca-Cola Amatil. The non-soft drink competitors are tea, coffee, water, energy

drinks, sports drinks, milks, etc which are all consumed on beverage occasions. Pepsi aims to gain a greater share

of these occasions.

The Marketing Mix:

Product:

Pepsi, Pepsi Light, Pepsi Twist, Pepsi Max, Pepsi Diet, Pepsi One, Pepsi Vanilla, Pepsi Blue, Pepsi Wild

Cherry, 7UP, Diet 7UP, Caffeine Free Pepsi Light, Mountain Dew (including Diet, Caffeine Free, Code

Red, and Live Wire flavours.

Price:

Pepsi is competitively priced to its major competitors, offering a better tasting product at a competitive price.

Promotion:

60% of the marketing funds are spent on advertising. Primarily TV advertising with radio, magazine, cinemaand outdoor support. Other promotional items include: point of sale material, consumer premiums (e.g. clothing,

caps, etc), sporting and concert sponsorships

Place:

PAH/PI own the Pepsi brands. They sell the concentrate to CSA who manufactures and bottles the Pepsi products

and distributes it to consumers. CSA distribute Pepsi via various channels e.g. major supermarket chains,


4/4

smaller milk bars, restaurants and fast food outlets (KFC, Pizza Hut and Oporto). Pepsi also have refrigerated

vending machines at various locations and workplaces. Service the right pack size at the right price, in the right

place at the right time.

MAAZA

Maaza was acquired by Coca Cola India.

Over the years, Maaza has become synonymous with mango.

The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and

'Botal mein aam, maaza hain naam.

It5 is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.

TARGET MARKET-:

Primary and Secondary market.(recreational,health,fitness, sports, lifestyle, )

MARKET SEGMENTATION-:,

Geographic, Demographic, Behavioural,Psychographic variables.

.

.

softdrinks-111025142533-phpapp02

Documents