REPORT ON SOFT DRINKS

Consumer Behavior Project

Shawal Aslam 17f-8737

Azan Kamran 17f-8713

Shaheryar Amjad 17f-8701

Under the supervision

Sir Ammad Aziz

MAY 1, 2019
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Acknowledgement
We feel honor to represent this report to our Sir Ammad Aziz the one who made us capable
to present this project and taught us basic marketing concepts and creative ideas. Finally, on the
parallel hand we pay regards to our beloved parents, as they and their prayers for our success and
source of strength in our life.

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INDUSTRIAL PROFILE

The soft-drink industry includes companies that manufacture non-alcoholic beverages and
carbonated mineral waters or concentrates and syrups for the manufacture of carbonated
beverages. Soft drink products have been well accepted by consumers and gradually
overtaking hot drinks as the biggest beverage sector in the world. In the midst of the rapidly
growing soft drink demand, the industry overall is encountering new opportunities and
challenges. Changing consumer demands and preferences require new ways of maintaining
current customers and attracting new ones. Due to heavy competition, the beverage
companies much focus towards customers and companies have to offer high quality
products, efficiently distribute them, ensure safety and keep prices low all while staying
nimble enough to exploit new markets by launching new products. Recent developments
in soft drink consumption and challenges in marketing have heightened the need for
searching the consumers' needs and preferences.

A. Range of options available in the given product category.

In soft drinks our range lies between 7-12 products. Starting from

 Black Cola
 White Soda
 Orange
 Malt
 Dew
 Apple
 Diet
 Zero Sugar
 E.T.C

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B. Need for purchasing the product/service offering

Thirst is the basic element of human wants and so, the soft drink is the desire of every table.
Another element for the need of purchase is the motivational stance. For example an event
such like wedding, Sports event, Occasions where people prefer soft drinks.

1. It's Very Tasty!

The taste could be the thing that gets people addicted to drinking soda, it is delicious. In fact, soda
is so good, that many people drink it with every meal!
2. It's Everywhere!

Even if you wanted to drink something else, you would be hard-

pressed to find it as prominently displayed in vending machines, at
fast-food chains, and supermarket checkouts. You might not realize
how ubiquitous Coke, Pepsi, and the like are in our society until you
try to stop drinking soda.
3. Convenience, "Grab-n-Go"!

The other addictive thing about soda is the convenience. If you are in a hurry - and, let's be honest,
most of us almost always are - it is so easy to grab a can and convenient to drink.
4. Promotion and Advertising

Heavy consumption of soft drinks is partly attributed to vigorous commercial

promotion. Billions of dollars are spend on advertising sodas and market them
everywhere - in retail stores, supermarkets, restaurants, gas stations, museums,
and even schools.

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5. Soda Habit

For some people, drinking several sodas a day is a force of habit. You know drinking soda is a
habit when you find yourself going to the grocery store at 10 p.m. because your refrigerator is
tapped out.
6. It Is Cheap

Soda may be pretty inexpensive when compared with fruit juice and milk. With combo meals, a
large soda is only an extra dollar, and you get fries!
7. Thirst

Often people drink soda to quench the thirst. However, this is probably the worst time to drink
soda, because when you are very thirsty or dehydrated you have low levels of saliva. And saliva
helps to neutralize acids (soda is the most acidic beverage you can buy, actually) and wash your
teeth clean.
8. Caffeine Addiction

Many soft drinks contain caffeine which is mildly addictive. This fact is part of the reason why
soda is such a hard habit to break. If you're addicted to the caffeine in soda, you're really having
two habits - the soda habit and the caffeine habit.

C. Price points

Quantity Price
250 ml 25-30
500 ml 40-50
1 liter 60-70
1.5 liter 80-90
2.25 liter 100-120

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D. Competitors

There are 5 main competitors in the national market starting with the big fishes The Coca Cola
Company and PepsiCo then Mezan Beverages & Gourmet.

Coca Cola Company PepsiCo Mezan Beverages Gourmet

Coca Cola Pepsi Cola Next Cola
Sprite 7up Fizzup Lemonup
Fanta Marinda Rango Malta
Coke Diet Diet Pepsi - -
Zero Sugar No Sugar - -
- - - Anaar

E. Channel Of Availability

 For Coca Cola

The Coca Cola Company has set their plants in 8 different cities around Pakistan
including Faisalabad, Lahore, Multan, Karachi, Rahim Yar Khan, Islamabad, Peshawar
and Hyderabad.

Its channel of availability for fast moving consumers in urban areas is very strong.
Starting from a departmental store to a superstore and Mega store. Coke is available
everywhere with various pricing and quantity range.

 For PepsiCo.

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The PesiCo Company has set their plants in 9 different cities including Faisalabad,
Lahore, Karachi, Quetta, Sukkar, Islamabad, Peshawar, Gujranwala, Hyderabad and
soon enough in Multan.

The channel of availably for Pepsi spread all around the nation having a strong zone in
rural areas. Controlling the 65% of the market share today.

 For Gourmet

Although gourmet deals nationwide but still they have a strong zone in upper and lower
Punjab. They have set their production center and point of sale in more than 12 cities
in Punjab including Lahore, Sargodha, Islamabad, Pindi, Multan, Faisalabad,
Wazirabad, Chakwal, Gujranwala, Jalalpur, Sheikhupura, Saahiwal and many more.

F. Marketing Communications

There are various method in which soft drink communicate with their consumers that
might be through their retailers or either any other means For example:

1. Word of Mouth (WOM)

2. Electronic Word of Mouth (EWOM)
3. Incentives to sale person
4. Social Media advertisement
5. Below & above the line advertisement
6. Public Relations

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