ANALYSIS OF SOFTDRINK

MARKET

h reference to Hindustan Coca-Cola Beverages

Presented by:
Tushar Ranpara
S.K Patel institute of management
and computer studies
Gandhinagar

Introduction to Project
work
Analysis is typically the task of
understanding any substance.
Analysis is focus on these entities;
GOODS
SERVICE
PRICE
PLACE
PERSON
ORGANIZATION
INFORMATION

Cont.
Approaches used in Analysis;
Review from existing customer.
Review from Non-existing customer.
Review from the previously existing
customer, Who is not currently in
business.

Industry profile
Nature of beverages industry.
Beverages classified under two categories.
Alcoholic
Non Alcoholic

Beverages Market is worth around

Rs. 7000
Crore at the growth rate of
10-15 % per
annum.
Multinational Corporations booms.
Cola products share nearly 61-62% of the total
soft drink market.

Industry profile
Nature of beverages industry.
Beverages classified under two categories.
Alcoholic
Non Alcoholic

Beverages Market is worth around

Rs. 7000
Crore at the growth rate of
10-15 % per
annum.
Multinational Corporations booms.
Cola products share nearly 61-62% of the total
soft drink market.

Industry profile
Recent development & Future prospects
Abundant use of advance technology
Varity of products to meet specific need of
customer.

Major players in market.

Coca-Cola
Pepsi

ABOUT COMPANY

Management structure.
Historical developments.
Corporate identity.
Products of Company.

INTRODUCTION TO
SOFT DRINK INDUSTRY

ABOUT
COCA-COLA
HISTORY
DIFFERENT PRODUCTS

Historical Development
1886: The idea generated of Coca-cola.
1888: The first bottle selling.
1945: company establish 64 obverses
bottling plants.
1993 : Company came to India once
again after 16 year of absence.
1993-2005 : company growing in India.

Management structure
E. Neville Isdell
Chairman, Board of
Directors, CEO

Alexander B. Cummings
President and Chief
Operating Officer

Muhtar Kent
President
North Asia, Eurasia &
Middle East
Donald R. Knauss
President and Chief
Operating Officer
North America
Patrick T. Siewert
President and Chief
Operating Officer
East, South Asia &
Pacific
Jos Octavio Reyes
President and Chief
Operating Officer
Latin America
Dominique Reiniche
President, European
Union Group

Gary P. Fayard
Chief Financial Officer

J. Alexander M.
Douglas, Jr.
Chief Customer
Officer

Charles B. (Chuck)
Fruit
Chief Marketing Officer

Mary E. Minnick

President, Marketing,
Strategy and
Innovation

Irial Finan
President, Bottling
Investments

Danny L. Strickland
Chief Innovation/
Research and
Development Officer

Cynthia P.
McCague
Human Resource

Clyde C. Tuggle
Director, Worldwide
Public Affairs and
Communication

THUMS UP
Thums Up,I want my thunder

Leading carbonate
soft drink in India.
Originally introduced
in 1977.
Acquired by CocaCola Co. in 1993.
Strong & fizzy Cola
Taste.

SWOT ANYLYSIS
STRENGTHS:
STRONG ADVERTISING CAMPAIGN
PRODUCTION
DIVERSITY OF MANAGEMENT

WEAKNESSES:
BUSINESS IN NEARLY 200 COUNTRIES
DECENTRALISED MANAGEMENT STRUCTURE

COCA-COLA
Coca-Cola Enjoy!

The most popular &

biggest selling soft
drink in history, as well
as the best known
product in the world
Registered
as
trademark in 1887 &
By 1895 Coca-Cola
was being sold in
everywhere.

DIET COKE

Known for Looking good

and tasting great!
Introduce in 1982 &
quickly become number
one in sugar free drink
in
diet
conscious
America.
Its now number three
soft drink in the world.

FANTA

Fanta was acquired by

the
Coca-Cola
Company in 1960.
Fanta associates with
Happiness and special
times with friends and
family.
This positive imaginary
is driven by brands fun,
playful
personality,
which goes hand in
hand with bright color,
bold fruit taste and
tingly carbonation

SPRITE
Clear, Crisp & Refreshing.

Introduced in 1960.
Sprite is worlds leading
lemon-lime flavored soft
drink. It is sold in more
than 190 countries and
ranked as the No.4 soft
drink world wide.
Sprite has also an
honest,straightforward
attitude about things
that sets it apart from
other soft drinks.

SWOT ANYLYSIS
OPPORTUNITIES:
CAPABLE OF EXPANDING INTO OTHER
MARKETS
CHINA: THE LARGEST CONSUMER OF FOOD &
BEVERAGES

THREATS:
REGIONAL ECONOMY IN SOME OF THE
GEOGRAPHIC AREA
TODAY PEOPLE HAVE BECOME HEALTH
CONSCIOUS

MAAZA
Yaari Dosti Taaza Maaza

Maaza
was
introduced in India in
1984
as
a
non
carbonated
fruit
drink.
Acquired by coca
cola in 1993.
With the real fruit
taste, kids love, plus
added calcium.

LIMCA
Lime & Lemony Limca

It was acquired in 1993.

the products invigorating
and cloudy look havent
changed but brand has
been revitalized with
new
marketing
campaign.
Limca continues to build
a loyal following among
young adults who love
the lighthearted way it
compliments the best
moment of their life.

KINLEY SODA

Kinely soda is available

in segment size of 250ml
PET.
The kinley soda is new
approach
to
the
customer who wanted
the premium segment
soda to drink apart form
local brands.
Its only available in
Indian
market
to
enhanced the growth and
availability of companys
product and value

KINLEY WATER

Kinley a purified bottled water,

introduced in India in August 2000.
In a country where many people are
concerned about reliable drinking
water, Kinley delivers a product that
is safe and suitable for consumers
and their families.
Especially popular among adults who
seek a better quality of life and a
healthier lifestyle.
Kinley is available in a range of
packaging including 500 ml, 1 liter
and 2 liter PET bottles, and 5 liter, 15
liter, 20 liter and 25 liter bulk jars for
in-home consumption

GEORGIA

In India',leading the vision Garam

matlab Coca-Cola
A hot new
launch from Coca-Cola India.
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 sizzling flavours, adrak,
elaichi, masala and plain tea
cappuccino, 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.
Currently
available
exclusively at McDonalds
outlets across the country.

Theoretical aspect of study

PESTEL Frame work
Political Factors.
Economical Factors.
Social Factors.
Technological Factors.
Environmental Factors.
Legal Factors.
Porters five forces models.

Threat of Entry.
Threat of substitute.
Bargaining Power of supplier.
Bargaining Power of Buyer.
Rivalry amongst the existing firms.

RESEARCH
METHODOLOGY

Research objective

Methods of data collection

Study the retail outlet chain of soft drink in Rajkot.

To explore potential retail outlets in Rajkot.
To study the retailers behavior & satisfaction from the distributor
and company.

Cluster Sampling
Primary data collection sources ( questionnaire )

Data analysis

Those who dont keep soft drink.

Those who keep soft drink
Previously keeping soft drink.

Flavors

Companys products
Coca-Cola

Pepsi

Others

Cola
(hard drink)

Thums up
Coca-Cola

Pepsi

RC cola
Sosyo
Sabras
Tip Tip cola

Pulp (Mango)

Mazza

Slice

Frotie

Orange

Fanta

Mirinda

RC cola orange
Tip Tip orange

Lime

Limca

Tip Tip lime

Flavored
water drink

Sprite

Mirinda
Lime
Dew
7UP

Soda

Kinely

Dukes

Local soda

Sabras
Green

Those who do not keep soft drinks

Out let type & share who dont keep soft drinks

Type of Outlet
Pan Shop
Dairy Farm
Provision & Glossary store
Hotels, Restaurants & Guest houses
Any other

No. of Retailers
11
81
29
18
12

Reasons for not keeping cold-drink in outlet

Reason for not acquiring soft drink

No. of Retailers

Margin

41

Electricity

52

Interest

22

Not having space

10

Location

18

Others
Total

8
151

Potential

No. of Retailers

Yes

44

No

107

Rating

No. of Retailers

72

58

12

Total

151

Enquiry by Customer for Soft Drink

No. of Retailers

Yes

59

No

92

Awareness of Margin

No. of Retailers

Yes

70

No

81

Total

151

Those who keeps soft drinks

Type of Shop
Pan Shop
Dairy Farm

No. of Retailers
117
7

Provision & Glossary store

21

Hotel & Guesthouses

23

Any other
Total

6
173

Out let rating who keeps soft drinks

Products
THUMS UP

% share in mkt
19

FANTA

MAZZA

12

COCACOLA
SPIRITE

5
11

LIMCA

DIET COCK

KINLY SODA & WATER

PEPSI

14

7UP

MIRINDA

DEW

MIRINDA LIME

SLICE

AQUAFINA & DUKS SODA

SOSYO

SABRAS

SABRAS GREEN

LOCAL SODA & OTHERS

RC COLA

Market share of other product available in market

Ranking of Selling on the basis

of Size of the Bottle

% Weightage

200 ml

32

250 ml

300 ml

20

500 ml

17

1 Lt

1.5 Lt

13

2 Lt

Total

100

THUMS UP + COCA-COLA

PEPSI

FANTA

MIRINDA

MAZZA

SLICE

SPIRITE

DEW + 7UP

LIMCA

MIRINDA LIME

KINLY SODA

DUKES

Factors (Coke)
Delivery Time
Frequency of Visit
Credit Period
Salesmans Behaviour.
Product Availability
Advertisements & Promotions
Gifts
Schemes
Point Of Purchase
Sales Generating Assets
Visit by Company Person

% Weightage

10
9
8
10
8
10
8
9
10
9
9

Factors (Pepsi)
Delivery Time
Frequency of Visit
Credit Period
Salesmans Behaviour.
Product Availability
Advertisements & Promotions
Gifts
Schemes
Point Of Purchase
Sales Generating Assets
Visit by Company Person

% Weightage
10
10
7
10
8
10
9
9
10
8
9

Priority of Expectations

% Weightage

Delivery Time

22

Freq of Visit

23

Salesman's Behavior

11

Product Availability

26

Credit Period

12

Product Presence
Total

6
100

Comparison of Service Factor in Monopoly Counter

D.T.

F.V.

C.P.

S.B.

P.A.

A.&
P.

Gifts

Schemes

POP

SGA

VisitbyCompany
personnel

Peps
i

0.33

0.31

0.22

0.32

0.24

0.29

0.27

0.3

0.33

0.3

0.28

Coke

0.27

0.32

0.2

0.34

0.22

0.33

0.27

0.3

0.3

0.35

0.23

Comparison Of Service Factor For Those Who Keep Both

D.
T.

F.
V.

C. P.

S.
B.

P.
A.

A. &
P.

Gift
s

Schem
es

PO
P

SG
A

Visit by
Company
Personnel

Peps
i

10

7.5

9.5

7.5

10

9.5

10

8.5

Coke

9.5

7.5

10

10.5

8.5

9.5

10

Those who keep both

200ml

300ml

500ml

1Lt

1.5Lt

2Lt

Average Selling Per Outlet (Coke)

25

6.8

2.7

2.4

1.2

Average Selling Per Outlet (Pepsi)

22

6.4

4.9

2.5

2.2

1.1

Monopoly Counters

200ml

300ml

500ml

1Lt

1.5Lt

2Lt

Average Selling Per Outlet (Coke)

28

Average Selling Per Outlet (Pepsi)

23