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ACKNOWLEDGEMENT
I acknowledge my profound gratitude and immense respect
towards Mr. Kuldeep Kaul(Lecturer, BLSIM) for his guidance
and encouragement, which helped me immensely in making this
project a reality, without whose keen interest and constant
encouragement it would not have been possible to complete this
project.
I also express my sincere thanks to Dr. Ajay Kumar and all
the other faculty members of BLS Institute of Management for
the useful help provided in completion of this project.
VIVEK BANSAL
MBA Marketing (2004 2006)
BLS Institute of Management
Mohan Nagar, Ghaziabad.
Guru Gobind Singh Indraprastha University
Kashmere Gate, New Delhi.
Table of Contents
TITLE
SECTION 1 6 - 16
Categories of Non Alcoholic Beverages
Market size of beverage industry
Category wise analysis of beverage industry
Carbonated Soft Drinks-Growth Trends
CSD- Market Share Analysis
Fruit Juices- Market Share Analysis
Packaged Water- Market Share Analysis
PAGE NO.
7
8
9
11
12
13
16
SECTION 2 17 - 36
Brief About Coca-Cola
Coca-Cola Beverages
Brief About Pepsi
Pepsi Beverages 36
19
26
31
SECTION 3 37 - 52
Consumer Research
(Youngsters & Housewives)
About The Sample
Questionnaire 39
Research Findings and Analysis
37
38
41
SECTION 4 53 - 57
Changing trends in Soft Drink industry
54
Changing Patterns in Consumer Buying Behavior 55
Recommendations For Coca-Cola
56
ANNEXURE 58 - 60
Research Methodology
Bibliography
59
60
OBJECTIVE
A comparative analysis of Beverage (soft
drinks) Industry with special reference to CocaCola
SECTION 1
CONTENTS.
Non-Alcoholic Beverages
CATEGORIES: Non Alcoholic Beverages are
categorized in three types :
COKE PEPSI
FRUIT JUICE
Fruit Juice is categorized as:Packaged Juices Real, Tropicana etc.
Fruit Drinks Mazza, Slice, Frooti etc.
MARKET SIZE OF FRUIT JUICE
INDUSTRY
Total Market Size of Fruit Juice Segment Rs.
450 crores Source:- Hindu Business Line
that
different
SECTION 2
Products
"Coca-Cola" Now:
COKE IN INDIA
INTRODUCTION
DISTRIBUTION NETWORK:
The vast Indian operations comprises 25 wholly-ownedcompany-owned bottling operations and another 24 franchiseeowned bottling operations. That apart, a network of 21 contractpackers also manufactures a range of products for the Company.
On the distribution front, 10-tonne trucks, open-bay threewheelers that can navigate the narrow alleyways of Indian cities
constantly keep our brands available in every nook and corner of
even the countrys remotest areas.
These are only some of the facts that speak about our
commitment to the growth of the Indian Economy.
PRODUCTS OF COCA-COLA
Coca-Cola serves in India some of the most recalled brands
across the world, which include names such as Coca-Cola, Diet
Coke, Sprite, Fanta, along with the Schweppes product range.
The acquisition of Thums Up brought some of the leading
national soft drinks like Thums Up, Limca, Maaza, Citra and
Gold Spot under its umbrella. To add to this, Kinley mineral
water was launched in the year 2000.
The Company ranking up "firsts" in the introduction ofCanned
and PET soft drinks, vending machines and backpack dispensers
for crowds of cricket supporters.
BRANDS:
Thums up
Maaza
Sprite
Fanta
Coca cola
Diet coke
Kinley
Sun fill
Georgia
THUMS-UP
Originally introduced in 1977, Thums Up was acquired by The
Coca-Cola Company in 1993.Thums Up is a leading carbonated
soft drink and most trusted brand in India. Thums Up is known
for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men
MAAZA
Maaza was launched in 1976. Here was a drink that offered the
same real taste of fruit juices and was available throughout the
year. In 1993, Maaza was acquired by Coca-Cola India. Maaza
currently dominates the fruit drink category. It is available in
SKUs of 200ml RGB, 250ml RGB, 125ml Tetrapak and 200ml
Tetrapak
SLOGAN: "Taaza Mango, Maaza Mango"
"Botal mein Aam, Maaza hain Naam".
SPRITE
In India, Sprite was launched in year 1999.Sprite is perceived as
a youth icon. With a strong appeal to the youth, Sprite has stood
for a straightforward and honest attitude. Its clear crisp
refreshing taste encourages the today's youth to trust their
instincts, influences them to be true to who they are and to obey
their thirst. Sprite is available around the country in 200ml,
300ml, 500ml, and 500ml + 100ml free, 1.5ltr, 2ltr, 2.25ltr and
330ml cans.
SLOGAN: "Sprite Bujhaye Only Pyaas, Baki All Bakwaas"
FANTA
Fanta- The 'orange' drink of The Coca-Cola Company
is seen as one of the favorite drinks since 1940's. Fanta entered
the Indian market in the year 1993. Perceived as a fun youth
brand, Fanta stands for its vibrant color, tempting taste and
tingling bubbles that not just uplifts feelings but also helps free
spirit thus encouraging one to indulge in the moment. This
positive imagery is associated with happy, cheerful and special
times with friends.
LIMCA
Born in 1971, Limca has been the original thirst choice, of
millions of consumers for over 3 decades. The brand has been
displaying healthy volume growths year on year and Limca
continues to be the leading flavour soft drink in the country. The
success formula The sharp fizz and lemoni bite combined with
the single-minded positioning of the brand as the ultimate
refresher has continuously strengthened the brand franchise.
Limca energizes, refreshes and transforms.
KINLEY
Water, a thirst quencher that refreshes, a life giving force that
washes all the toxins away. A ritual purifier that cleanses,
purifies, transforms. Water, the most basic need of life, the very
sustenance of life, a celebration of life itself. Kinley water
understands the importance and value of this life giving force.
Kinley water thus promises water that is as pure as it is meant to
be. Water you can trust to be truly safe and pure. Kinley water
comes with reverse-osmosis along with the latest technology to
ensure the purity.
Boond Boond Mein Vishvaas.
GEORGIA
Georgia, quality tea and coffee, served from state of the art
vending machines is positioned to tap into the nations biggest
beverage category. Georgia, which promises a great tasting,
consistent, hygienic and affordable cuppa is available in a range
of 7 sizzling flavors adrak, elaichi, masala and plain tea,
cappuccino, and mochaccino and regular coffee.
GEORGIA GOLD
Georgia Gold is the premium brand, which caters to the
connoisseur. Made from freshly roasted and ground coffee
beans, Georgia Gold is delicious tasting aroma with the
tantalizing aroma of fresh coffee.
History of Pepsi
INTRODUCTION:
RISE OF PEPSI:
With no potential buyers, Guth went back to his customers with
the newly-created 12 ounce bottle, but only charged the standard
five cent price, and soda drinkers found the first good reason to
make a massive shift to Pepsi
In 1938, profits from the Pepsi-Cola Company had soared to an
astounding 4.2 million dollars
In 1941, the Pepsi-Cola Company went public, and for the first
time in its history, was listed on the New York Stock Exchange.
Another move was made by the company in 1948 to 3-West 57th
Street, New York City, New York.
A well-managed, profitable Pepsi-Cola was turned over in 1963
to Donald Kendall , who took over as president
In 1964, Diet Pepsi was introduced.
PEPSI IN INDIA
By most accounts, Pepsi gained entry to India in 1988 by
creating a joint venture with the Punjab government-owned
Punjab Agro Industrial Corporation (PAIC) and Voltas India
Limited. This joint venture marketed and sold Lehar Pepsi until
1991 when the use of foreign brands was allowed; Pepsi bought
out its partners and ended the joint venture in 1994. [120]
PepsiCo employed more than 4,000 people in India directly and
over 60,000 indirectly with its concept of contract farming in
India. It has relationships with over 2,000 farmers. The company
introduced farmers in India to six high-yield potato varieties and
helped development of new seeds which helped increase the
total annual production of tomatoes from 28,000 tonnes to over
250,000 tonnes in Punjab.
PepsiCo now is a world leader in beverages with revenues
of more than $32 billion and more than 157,000 employees.
PEPSI BEVERAGES
SECTION 3
Contents:-
A Consumer Research
About the sample
Sample size: 100
Restricted on: Youngsters 16-25 yrs (50)
Restricted on: Housewives 30-45 yrs (50)
Sample Areas:
Model Town
Ashok Vihar
Derawala
Tagore Park
QUESTIONNAIRE(Coca-Cola)
Water
Juice
Taste
Brand
Availability
Refreshingness
3. How do you rank followings on your priority?
Taste
Sweetness
Refreshing
Brand name
Availability
Celebrities
Fizz
4. How often do you consume a soft drink?
Daily
Once in week
Sample Size 50
Restricted on - Youngsters (16
25 yrs)
Findings
Youngsters prefer CSDs more than
juices.
Their consumption is almost daily or
once in 2days.
The purchase is mostly impulse and
not pre-decided .
Youngsters are not much brand loyal.
34% are brand loyal as per the
findings.
Satisfying Factors
The research shows that most of the youngsters
i.e., 96%, rank the reasons behind their liking of
soft drink as:
1.Taste
2.Sweetness
3.Availability
4.Refreshness
5.Fizz
6.Celebrity
7.Brand Name
Sample Size 50
Restricted on: Housewives
(30-45yrs)
Findings
Housewives prefer juices & lemonades more
than CSDs.
The consumption of CSDs in households is
once in a week (40%), once in two days (30%),
daily (30%).
The purchase is mainly pre-decided80%.
68% of the housewives are not brand loyal.
The reasons of consumption in households are:
For guests- 60%
Stock in summers- 40%
Promotional Schemes
Findings
Availability
Digestive ness
They dont want any change in their CSDs.
The rest 42% of the housewives want: Less sweet.
Price minimization.
No kids schemes.
More fizz (like the old coca cola).
More quantity in same price.
FAVORITE BRAND AD
WHY
COCA COLA
Good
concept,
Different
languages,
Entertaining, Humorous.
Its very creatively done, campaign is focused.
Catchy, very lively.
PEPSI
Good jingle (Oye bubbly)
Chirpy, Exciting, celebrity (e.g. SRK)
THUMS - UP
Sticks to the message Youthfulness (Thumsup).
SPRITE
Tactful, Idea well executed.
SECTION 4
CONTENTS:-
Findings
Changing trends in soft drink industry
Changing trends in buying behavior
ANNEXURE
RESEARCH METHODOLOGY
Objective of the study: A comparative analysis of Beverage (soft drink) Industry with special reference to
Coca-Cola.
Type of data:
Housewives: - 50
Youngsters: - 50
BIBLIOGRAPHY
BOOKS
REFERENCES
WEBSITES
www.cocacola.com
www.google.com
www.dinodia.com
www.yahoo.com
BUSINESS INDIA
BRAND REPORTER
Thank You!