BRAND AUDIT

Group No: 1
Section: Q

Presented by:
UM15265 Divyansh Murarka
UM15266 Gautam Mishra
UM15275 Malhar Patel
UM15321 Asutosh Patro
UM15334 Manoj Karnani
UM15348 Rohit Soman

SOFT DRINK INDUSTRY IN INDIA AN OVERVIEW

A Rs.50 billion industry growing at a rate of 6-7% annually
It employs about 1,50,000 employees
Supports growth of industries like glass, refrigeration, transportation, paper

and sugar
Industry contributes Rs.12 billion to exchequer and exports goods worth

Rs.2 billion
91% soft drink sales are made to the lower, middle and upper middle

classes

SOFT DRINK INDUSTRY IN INDIA AN

OVERVIEW
TOP BRANDS IN THE INDIAN MARKET

Overall Market Share:

1.

Pepsi Brands 37%

2.

Coke Brands 60%

3.

Others 3%

.BRAND TRUST REPORT RESULTS 2015

1.

Pepsi was ranked 36/300

2.

Coca-Cola was ranked 60/300

COKE VS PEPSI
Brand Image

Coke: Revolves around emotions and the feelings that people should get
when they drink coke
Pepsi: Revolves around their youthful image and social responsibility
Global Marketing Strategy

Coke: Think Local, Act Local

Pepsi: Global Strategy with Local Twist
Coke

is dubbed as the Most Valuable Brand and the Most

Recognizable Brand after the work OK

Among Product extensions, Zero and Diet Coke have better market

share compared to Max and Diet Pepsi

METAPHOR ELICITATION
Respondents were shown 4 images each of 8
attributes related
Purpose, Taste, packaging, Color, Ingredients, Price,
Mood and Association.
Attribute

Image 1

Image 2

Image 3

Image 4

Purpose

Energy
giving

Thirst
quenching

Enjoyment

Health
benefits

Taste

Tangy

Fizzy

Sweet

Pungent

Packaging

Tetra pack

Tin pack

Glass bottle

Plastic bottle

Color

Very light

Light

Mild

Bright

Ingredients Milk based

Water
based

Cola based

Fruit based

Price

Low Value

Medium
Value

High Value

Moods

Happy

Somber

Anxious

Tired

Association

Masculine

Feminine

Teen

Elderly

Steps taken to ensure fair

choice:
1. Images of equal size shown
2. The order was kept random
3. No information was given
out
to
respondents
regarding the survey
Limitations:
1. Respondents imagination
was restricted by the
choice of images provided
to them
2. Respondents
from
the
same
age
group
and
mentality
3. Personal affinity could have
hampered choices made

BRAND AUDIT
Number of Respondents: 98
Monthly Expense of Cold Drinks

Region

6%

11%

East
North
South

64%

Aggregate Brand Value

Sprite
34.57

Mean Score
Coca
Thums
Cola
up
36.31
34.25

Pepsi
32.66

0-50
>300

West

15%

9%

16%

100-300
50-100

44%
34%

Brand Stature

Brand Strength
Mean Score

Mean Score
Sprite

Coca Cola
16.94

19.41

Thums up
17.47

Pepsi

Sprite
15.09

17.64

17.80

Thums up

16.91

Brand Patterns

17.60
12.00

17.40

10.00

17.20
Brand Strength

Coca Cola

Sprite
Coca Cola
Thums up
Pepsi

17.00
16.80
16.60

8.00
6.00

16.40

4.00

16.20
14.00 16.00 18.00 20.00

2.00

Brand Stature

0.00

16.78

Pepsi
17.56

Eastern India

Rest India

COCA COLA BRAND KEY

VALUES & PERSONALITY
Collaboration
Integrity
Passion
Quality
Diversity

Essence
Quality
Product

BENEFITS
Thirst Quencher

Insight
COMPETITIVE
ENVIRONMENT
PepsiCo
Dr Pepper Snapple Inc.
Monster Beverage Corp.
Suntory Beverage & Food Ltd

Coca-Cola
targetsmostly people
who are 12 years old or
older who have basic
need to quench thirst
and foster friendship
while drinking Coke

REASONS TO BELIEVE
Revolutionary Packaging
Awards won
Premium Price
Product Mix
USP
The number one beverage
brand in terms of sales with
more than 500 products at
offer
TARGET
To refresh the world in mind,
body and spirit. To inspire
moments of optimism and
happiness through our brands
and actions

SPRITE BRAND KEY

VALUES & PERSONALITY
Collaboration
Integrity
Passion
Quality
Diversity

REASONS TO BELIEVE

Essence
Quality
Product

Trust of the Coca Cola Brand

Popular in more than 100
countries
Premium Price
Awards Won

USP

BENEFITS

Authentic, edgy, irreverent,

urban and straight forward style
soft drink

Thirst Quencher

Insight
COMPETITIVE
ENVIRONMENT
1.Threat from other aerated
drinks
2.Threat from substitutes like
fruit juices
3.Boycott from health
conscious people

For all people seeking

a soft drink for regular
occasions, parties.
All age groups Lower,
middle and upper class
people

TARGET
To refresh the world in mind,
body and spirit. To inspire
moments of optimism and
happiness through our brands
and actions

THUMS UP- BRAND KEY

VALUES &
PERSONALITY

Young
Masculine
Daring

BENEFITS

Thirst quenching
Easily available

COMPETITIVE
ENVIRONMENT
Direct: Coca Cola & Super
market own brands
Indirect: Tea, Coffee, water,
juice, energy drinks

REASONS TO
BELIEVE

Essence
Not everybody
c
can drink it but
those who like
it dont settle
for less

Insight
Taste the
Thunder

Oldest brand of
India
Symbolic to
masculinity

Competitively
USP
priced

Addictive taste
Fizzy nature of drink
Adrenaline rush

TARGET

Adventure seeking
youth
Young adults

PEPSI- BRAND KEY

VALUES &
PERSONALITY

Young
Innovative
Fun

BENEFITS

Thirst quenching
Low in calories
Easily available

COMPETITIVE ENVIRONMENT

Direct: Coca Cola & Super

market own brands
Indirect: Tea, Coffee, water,
juice, energy drinks

REASONS TO BELIEVE

Essence
Youth centric
c
drink
associated with
all that is in
the society

Insight
Get
Refreshed

Innovative variants
Youthful packaging
Competitively priced

USP
Wide array of products
Addictive taste
Fizzy nature of drink

TARGET

Youth in teens and preteens

Young adults

RESULTS
Respondents were asked to assign one image per

category each when they hear the word Cool

Drinks/Carbonated Drinks.
Attribute
Purpose

Thirst Quenching

Taste

Fizzy

Packaging

Glass Bottle

Color

Bright

Ingredients

Cola Based

Value

Medium

Moods

Happy

Association

Teen

Majority of respondents see

Cold drinks as a source of
quenching thrust and not as
energy drinks. They are not
bother about the health
related issues
They strongly believe the
cold drinks have to fizzy
(bubbly)
Traditional glass bottles are
still strong symbol of cold
drinks
Bright
packaging
color
attracts them the most
Medium value proposition
They
associate
the
consumption of cold dinks
with their happy occasions
and teen age