Project Report On Soft Drinks Market In India

PROJECT REPORT ON SOFT DRINK MARKET IN INDIA BY RISHI KUMAR SRIVASTAVA SECTION B ENROLLMENT: 08BS0002456

SOFT DRINK

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SOFT DRINK

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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 Calories Carbohydrates (gm) Flavors (numbers) Price/bottle

PRODUCT CLAIMS

10 FL OZ ( 300ml) 121.25 33.75 2 Rs 10 All foods and beverage can

fit

balanced

into diet

10 FL OZ ( 300ml) 150 34.5 2 Rs 10 We offer beverages that

healthy resorts to the customer’s when expectations and make it

consumed in appropriate more enjoyable for them proportion. SOFT DRINK

to lead healthier lives. Page 3

Children, adults, younger People from younger

TARGET CONSUMER

generation

and

sports generation, sports

personality and celebrities personalities and celebrities Grocery stores,

DISTRIBUTION

Grocery stores, retail

BRAND

stores, shops etc. malls, shops etc. Sweetened carbonated Sweetened carbonated

POSITIONING

drink

retail

drink.

DIFFERENTIAL COMPETITOR ANALYSIS

COKE PARENT COMPANY DEAL AMOUNT TOTAL SALES PRODUCTS MANAGEMENT LATEST PRODUCT DISTRIBUTION

SPONSORSHIP

PRODUCTION

PEPSI

Not disclosed 450 million ( globally) Coca Cola , Diet Coke Atul Singh (CEO) None Through retail malls, grocery

Pepsi Co Not disclosed 324.58 million (globally) Pepsi, Diet Pepsi Indra K Nooyi (CEO) None Through retail malls, grocery

shops , organized and

shops, organized and unor

unorganized retails Various events such as cricket

Sports events, trade

matches, movies, trade faires,

faires,college fests etc.

college fests etc. Company produces syrup

Contains carbonated

concentrate which it sells to

water,high fructose corn

bottlers through out the world

syrup,sugar, colorings,

Coca Cola Company

phosphoric acid, caffeine, citric acid and natural flavours SOFT DRINK

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FOUNDER

EMPLOYMENT MARKET SHARE BRAND

Originated in 1886 in US by

Originated in North Carolilna

Dr.John S Pemberton

by a young pharmacicist New

6000 42.7% Aamir Khan, Hritik Roshan

Bern 4500 30.8% Shah Rukh Khan, Sachin Tendulkar, Mahendra Singh

AMBASSADOR NUMBER OF

26( company owned), 14

Dhoni 15( company owned), 28(

BOTTLING PLANTS

(franchise owned)

franchise owned)

CURRENT AND FUTURE STRATEGIES

OBJECTIVES

COKE

PEPSI

To refresh the world.

To be the world’s premier consumer products company focused on convenient foods and beverages.

To inspire moments of optimism and happiness.

CURRENT STRATEGIES

FUTURE STRATEGIES

SOFT DRINK

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.

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.

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SOFT DRINK

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