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 COMPETI TOR CAPABILITIES CAPABILITIE S MATRIX FOR SOFT DRINK INDUSTRY INDUST RY
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 rate rated d acco accord rdin ingl gly y. This This comp compar aris ison on forms forms basi basiss for for diff differ eren enti tial al comp compet etit itor or 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 All food foodss and and beve bevera rage ge can
fit
balanced
into diet
10 FL OZ ( 300ml) 150 34.5 2 Rs 10 We offer offer bevera beverages ges that that
healthy resort resortss to the custom customer’ er’ss when expectations and make it
consum consumed ed in approp appropria riate te more more enjoya enjoyable ble for them them proportion. SOFT DRINK
to lead healthier lives. Page 3
Children, adults, younger People from younger
TARGET CONSUMER
generat ration
and
sports rts generation, sports
personality and celebrities personalities and
DISTRIBUTION Grocery stores, retail
celebrities Groc rocery stores res,
retail
stores, shops etc. malls, shops etc. Swee Sweettene ened carb carbo onat nated Swe Sweete etened ned carbo arbona natted
BRAND POSITIONING
drink
drink.
DIFFERENTIAL COMPETITOR ANALYSIS
COKE PARENT COMPANY DEAL AMOUNT TOTAL SALES PRODUCTS MANAGEMENT LATEST PRODUCT DISTRIBUTION
SPONSORSHIP
PRODUCTION
Coca Cola Company Not disclosed 450 million ( globally) Coca Cola , Diet Coke Atul Singh (CEO) None Through retail malls, grocery
PEPSI Pepsi Co Not disclosed 324.58 million (g (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, 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 Dr.John S Pemberton
by a young pharmacicist New
6000 42.7% Aamir amir Khan, han, Hrit ritik Ros Roshan han
Bern 4500 30.8% Shah hah Ruk Rukh h Kha Khan, n, Sachi achin n
AMBASSADOR
Tendulkar, Mahendra Singh
NUMBER OF
26( company owned), 14
Dhoni 15( company owned), 28(
BOTTLING PLANTS
(franchise owned)
franchise owned)
CURRENT AND FUTURE STRATEGIES 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 STRATEGIES
SOFT DRINK
To create value and make a difference. Product innovation and huge spending on advertisement, cross training of mangers.
More risk taking ability, ability, rapid action with respect to changing market condition, finding new oppurtunities for new market. Extensive spending on market Product line extensions,CSR, research in order to determine Brand extensions, product the tastes and preferrances of innovations, sound R&D the customers, CSR, product department to develop innovation, adoption of green products as per the tastes and revolution, product line preferrances of the customers. extensions.
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SOFT DRINK
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