PROJECT REPORT ON SOFT DRINK MARKET IN INDIA BY RISHI KUMAR SRIVASTAVA SECTION B ENROLLMENT: 08BS
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1 PROJECT REPORT ON SOFT DRINK MARKET IN INDIA BY RISHI KUMAR SRIVASTAVA SECTION B ENROLLMENT: 08BS SOFT DRINK Page 1
2 SOFT DRINK Page 2
3 This project concisely describes the various marketing strategies being adopted by the soft drink industry especially Coke and Pepsi.Soft drink industry throughout the world is dynamic and this is espoused by the fact that each and every industry is competing in order to gain as much market share as possible. The comparison between the two soft drink giants Coke and Pepsi is done by virtue of Differential competitor advantage analysis and Expected future strategies. Let us see as to how these giants are performing in this insidious globalization. COMPETITOR CAPABILITIES MATRIX FOR SOFT DRINK INDUSTRY In the table below, two soft drink industries are taken and critical analysis is done between them. To analyze competitor capabilities information is divided into five categories considering its ability to conceive, market and produce and players are rated accordingly. This comparison forms basis for differential competitor advantage analysis. COKE PEPSI FEATURES: Bar weight 10 FL OZ ( 300ml) 10 FL OZ ( 300ml) Calories Carbohydrates (gm) Flavors (numbers) 2 2 Price/bottle Rs 10 Rs 10 All foods and beverage We offer beverages that PRODUCT CLAIMS can fit into healthy balanced diet when consumed in appropriate proportion. resorts to the customer s expectations and make it more enjoyable for them to lead healthier lives. SOFT DRINK Page 3
4 TARGET CONSUMER DISTRIBUTION BRAND POSITIONING Children, adults, younger generation and sports personality and celebrities Grocery stores, retail stores, shops etc. Sweetened carbonated drink People from younger generation, sports personalities and celebrities Grocery stores, retail malls, shops etc. Sweetened carbonated drink. DIFFERENTIAL COMPETITOR ANALYSIS COKE PEPSI PARENT COMPANY Coca Cola Company Pepsi Co DEAL AMOUNT Not disclosed Not disclosed TOTAL SALES 450 million ( globally) million (globally) PRODUCTS Coca Cola, Diet Coke Pepsi, Diet Pepsi MANAGEMENT Atul Singh (CEO) Indra K Nooyi (CEO) LATEST PRODUCT None None DISTRIBUTION Through retail malls, grocery Through retail malls, grocery SPONSORSHIP PRODUCTION shops, organized and unorganized retails Various events such as cricket matches, movies, trade faires, college fests etc. Company produces syrup concentrate which it sells to bottlers through out the world shops, organized and unor Sports events, trade faires,college fests etc. Contains carbonated water,high fructose corn syrup,sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavours SOFT DRINK Page 4
5 FOUNDER Originated in 1886 in US by Dr.John S Pemberton Originated in North Carolilna by a young pharmacicist New Bern EMPLOYMENT MARKET SHARE 42.7% 30.8% BRAND Aamir Khan, Hritik Roshan Shah Rukh Khan, Sachin AMBASSADOR NUMBER OF BOTTLING PLANTS 26( company owned), 14 (franchise owned) Tendulkar, Mahendra Singh Dhoni 15( company owned), 28( franchise owned) OBJECTIVES CURRENT STRATEGIES FUTURE STRATEGIES CURRENT AND FUTURE STRATEGIES COKE To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference. Product innovation and huge spending on advertisement, cross training of mangers. Extensive spending on market research in order to determine the tastes and preferrances of the customers, CSR, product innovation, adoption of green revolution, product line extensions. PEPSI To be the world s premier consumer products company focused on convenient foods and beverages. More risk taking ability, rapid action with respect to changing market condition, finding new oppurtunities for new market. Product line extensions,csr, Brand extensions, product innovations, sound R&D department to develop products as per the tastes and preferrances of the customers. SOFT DRINK Page 5
6 SOFT DRINK Page 6
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