BEVERAGE INDUSTRY IN INDIA

The Soft Drink Industry consists of establishments

primarily engaged in manufacturing alcoholic and non-alcoholic, carbonated beverages, mineral waters and concentrates syrups. In India, beverages form an important part in the lives of the people. It is an industry in which players innovate, in order to get more consumers and satisfy the existing customer needs.

BEVERAGES

NONALCHOHOLIC

ALCHOLIC

AERATED

NONAERATED

COLA

NON-COLA

NON-COLA

INTRODUCTION TO AERATED DRINKS:

Aerated drinks are known as non alcoholic beverage

containing syrup essence or fruit concentrates that are mixed with carbonated water. Aerated drinks are thirst quencher, hygienic and a drink of enjoyment. Bottled water juices, juice drinks, sport drinks & even ready to drink tea/coffee packs do not fall under aerated drinks. So we can say that aerated drinks mean carbonated drinks.

AERATED DRINKS INDUSTRY IN INDIA

The 50-bn-rupee soft drink industry is growing now at

6 to 7% annually. Coke and Pepsi have a combined market share of around 95% directly or through franchisees. Campa Cola has a 1% share, and the rest is divided among local players. There are two distinct segments of the market, cola and non-cola drinks. The cola segment claims a share of 62%, while the non-cola segment includes soda, clear lime, cloudy lime and drinks with orange and mango flavours are having the rest of the share.

CONTINUED:
The per capita consumption of soft drinks in India is

around 5 to 6 bottles (same as Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines 173 and Mexico 605(highest in world).
An NCAER(National Council of Applied Economic

Research) )study says that 91% soft drink sales are made to the lower, middle and upper middle classes.

SEGMENTATION:
The industry can be segmented on the basis of two

categories:
PLACE OF CONSUMPTION:

ON PREMISES CONSUMPTION (80%). i.e. RESTAURANTS, CINEMAS, ETC. AT HOME CONSUMPTION (20%)

SEGMENTATION CONTD:
TYPE OF PRODUCTS:
COLA PRODUCTS ( 62%) ORANGE CLOUDY LIME CLEAR LIME MANGO

(17%) (14%) (5%) (2%)

BUYING BEHAVAHIOR OF CUSTOMERS:

Market is slowly moving from cola to fruit based

drinks. Consumers buy it primarily to quench thirst, people traveling and not having access to hygienic water reach out for aerated drinks. Availability in chilled form is crucial, this has made companies to push its sales by offering visi- coolers to retailers. The main consumers are of age group below 30 years. Product differentiation is low, as all products tastes similar, so brand loyalty is the main key for sales.

MAJOR MARKET PLAYERS:

COCA-COLA INDIA PVT LTD.

PEPSI CO. INDIA HOLDINGS PVT LTD.

PARLE AGRO PVT LTD.

COCA-COLA INDIA PVT LTD.

INTRODUCTION:
COCA-COLA is one of the world leading beverage

company. The company is world leading MANUFACTURE, MARKETER AND DISTRIBUTOR of non-alcoholic concentrates and syrups, used to produce nearly 400 beverage brands. The makes and distributes sodas, waters, fruit juices, teas and coffees and energy drinks. Through the worlds largest distribution system they serve customers in more than 200 nations at a rate exceeding 1.5 billion servings each day.

PRODUCTS OF COCA-COLA PVT LTD.

COCA COLA
LIMCA FANTA

THUMBS UP
SPRITE DIET COKE MAAZA

THUMBS UP
THUMPS- UP is a leading carbonated soft

drink and most trusted brand in India. Originally introduced in 1977, Thumbs Up was acquired by The Coca-Cola Company in 1993.

Thumbs Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.
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COCA COLA
. Coca-Cola has been very strongly associated with cricket, cinema industry, music etc ,sponsoring the World Cup in 1996 and various other tournaments, including the CocaCola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "ThandaMatlab Coca-Cola" which sky-rocketed the brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative togetherwith improved distribution ensured that all brands in the portfolio grew leaps and bounds.
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FANTA
Internationally, 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. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". 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.
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LIMCA
Lime n' lemony Limca , the drink that can cast a

tangy refreshing spell on anyone, anywhere. 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 flavors soft drink in the country. The sharp fizz and lemony 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. Dive into the zingy refreshment of Limca and walk away a new person.
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SPRITE
Worldwide Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

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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.

Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango,Maaza Mango" and "BotalmeinAam, Maaza hainNaam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit.
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DIET COKE
Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet-conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the world. It's the drink for people who want no calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful, sophisticated and fun-loving attitude.
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INTRODUCTION
Pepsi is a carbonated soft drink produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898.
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Current Position
PepsiCo is the second largest food and beverage company in the world. It manufactures markets and sells a variety of salty, sweet and grainbased snacks, carbonated and non-carbonated beverages PepsiCo seeks to achieve growth and long-term value in its operational activities by creating competitive advantages through new product innovation

The companys volume grew by 5.5% in 2006 compared with 2005 In 2007, the company plans to expand its market share through further acquisition and joint ventures.

In 2012, company has its revenue upto 46.2 Billion US$ and its net income was 9.04 Billion US$.

PEPSI & ITS INDUSTRIES

FOOD SEGMENT Aliva Kurkure Frito lays cheetos

BEVERAGE SEGMENT
Pepsi Mirinda 7up Pepsi maxx Aquafina Slice Nimbooz tropicana

BEVERAGE PRODUCTS OF PEPSI CO.

1.PEPSI 2.SLICE

3.MIRINDA 4.AQUAFINA MINERAL WATER

5.7UP

Advertising Strategy of Pepsi

Pepsis target audience are mostly teens and young adults and their advertising reflects this in every possible way.

The company changes its advertising strategy and image to reflect the target's interests.
Pepsi makes sure that the advertisements reflect to the target audiences interests . The advertising strategy includes cool, hip promos to attract more of the target audience. The advertising is mostly creative and has different elements like music and sports other than bollywood. Pepsi.com also plays an important role in advertising and attracts target audience by giving access to options like downloads, gaming, music mixing applications etc..

Pepsis brand image is its hip, cool, lively and

refreshing attitude.

Advertising campaigns
Michael Jackson received the biggest sponsorship from

the company in 1993. Search for Michael Jackson campaign.Used musical and sex appeal. Jeff Gordon, Hallie Eisenberg, Spice Girls were used. Change the Game during world cup 2011. Pepsi spent Rs.150cr. In IPL2013. Recently Unmukt chand has become brand ambassodor of Pepsi and part of campagin OH YES ABHI

Products Profile
Pepsi is considered as cola drinks, it is generally preferred by all segment of consumers. This particular brand gives handsome revenue to the company. It is one of the leading lemon drinks in terms of sales. The particular drink is mostly liked by youth segment.

This particular drink comes in two flavors orange and lemon. Orange flavors are more common in ladies and children This is one of the major drinks demanded by the consumers it is made with the help of mango pulp. This is lemon kind of drink. It is also short of colorless drink it does not have proper penetration in the market and yields less return is available on this.

Tropicana is a fruit juice which is product of PepsiCo. Tropicana comes in different flower such as orange, grape, apple, Litchi, guava, mixed fruit etc.

Nimbooz is the newly launched product of Pepsi. It

contain with 5% of lemon, with real lemon juice, no fizz and no artificial flavours, will be available in three packaging formats of 200 ml returnable glass bottles, 350 ml PET and 200 ml tetra packs, priced at Rs 10, Rs 15 and Rs 10, respectively. Its communication tagline will be Ekdum Asli Indian.