Onion Flavored Soft Drink

Partners Rajesh Upadhyay Rajkumar Shaka Shailesh Vernekar Sandeep Mathkar Mahesh Bhoj

Why do people have soft drinks?

It's Very Tasty!

It's Everywhere!
It is Convenient, "Grab-n-Go"! Promotion and Advertising Soda Habit It Is Cheap They areThirsty Caffeine Addiction

Why Soft Drinks?

Soft drinks have become worlds leading

beverage sector
Global consumption of soft drinks is rising by

5% a year, well ahead of all other beverages categories.

The Indian middle class is growing at 10%

per year.

Why India?
Extremely competitive, market dominated by

Pepsico and Coke.

The total value of sales in this segment in the

year 2006 was Rs 7000 crore.

The growth rate of the consumption 22% p.a.

Success Factors
Brand strength Distribution network Bottling plants owned/efficient bottling Advertising expenditure

Positioning, perceived value of product

Visibility at retail locations

Market Size
Sales volume of non-alcoholic drinks in India Litres mn 2009 2010 Bottled water 3,290 3,885 Carbonated soft drinks 1,323 1,430 Juice (fruit/vegetable) 456 538 ***Source: Euromonitor International 2009 2011 4,515 1,536 623 2012 5,169 1,639 709 Annual growth 2013 2009-2013 5,825 14.50% 1,738 6.70% 796 14.90%

Market Segmentation
Segmentation
Segmentation Variables Data
Asia

Geographic
World region Country Cities Density Climate

India
All major cities of India Urban Tropical

Demographic
Age Gender Family size Family life cycle Income Occupation Education Religion Race Nationality 14-35 Male, Female 1-2, 3-4, 5+ Married, Unmarried Rs.5,000+ From middle class to upper class Schools, Colleges, Universities Major religion of Hinduism, Islam, Christianity and small percentage of others Asian Indian

Psychographic
Social class Lifestyle Middle class, Upper class Actualizes, Fulfilled, Believers, Achievers, Strivers, Experiences makers and Strugglers Parties, Birthdays, Sports and Regular Occasions Quality, Taste First time user Strong Potential Interested

Behavioural
Occasions Benefits User status Loyalty Status Readiness Stage

Customized Research
Soft drinks have too much sugar.

Not healthy
Soda is useless Weight gain & Obesity

Diabetes
Dental Caries and Erosion Dehydration High Caffeine Content Healthy Alternatives Refreshing

Region-wise Preferences
Cola drinks (black in colour) Main market is metro

cities and northern states of UP, Punjab, Haryana, etc.

Orange flavored drinks are popular in southern

states.
Sodas are sold largely in southern states besides

sale through bars.

Western markets have preference towards mango

flavored drinks.

Trends & Developments

Rise in spending power spurs on-trade sales. Sales of soft drinks via supermarkets/hypermarkets

will increase.
The power of celebrity endorsement remains

undiminished.
Soft drink players expand their product portfolios. Consumers are turning to healthier beverages.

Product
Position: Soft Drinks Non-carbonated Carbonated

Packaging: PET Bottles Tin Cans Tetra Paks

Sizes: 200 ml, 300 ml, 330 ml, 500 ml, 1 ltr, 2 ltrs.

Pricing
Types Non- Carbonated Pricing Quantity 200 ml 500 ml 1 ltr. 200 ml 300 ml 330 ml 500 ml 1 ltr. 2 ltrs. MRP INR 12 INR 25 INR 45 INR 8 INR 10 INR 15 INR 20 INR 35 INR 55

Carbonated

Place
Purchasing process ingredients through tie-ups with

farmers from Nasik. In the future self owned farms to reduce cost of raw material and promote backward integration.
Concentrate prepared at Nasik facility and sent to

bottling units in target cities.

Introduction in A+ cities such as Chennai, Mumbai,

Delhi and move to the rest of India including rural areas.

Target Market
Customers are mostly young group between the ages

of 14 to 35.
School & Colleges Students.

Universities.
Restaurants, Hotels and Stores.

Offices.
Homes.

Distribution System
Urban Areas - Centralized distribution system, where

product is transported directly from bottling plant to retailers.

Rural Areas - Hub and spoke distribution system:

Stock transported from bottling plants to hubs and then from hubs to spokes situated in small towns. These spokes feed the retailers catering to the demand in rural areas.
Large trucks used for transportation to hubs, then

medium commercial vehicles from hubs to spokes and finally spokes to villages in auto rickshaws and cycles.

Channels of Distribution
Packed Product Channels Supermarkets Mass merchandisers Drug Stores Vending machines Fountain channels include Fast-food restaurants Sports Arena Convenience stores Gas stations.

Promotion
Send message to more customers. Advertisements on websites, hoardings, hyper

markets, super markets, bus-stops, railway station, taxis, rickshaws.

Advertise on different television channels. Sales meeting to be coordinated with actual sales

and not holding stock with merchandisers.

Incentive program proposed for end customer and

staff.

Company Presence
RMS Foods & Beverages Pvt. Ltd. Was founded in

the year 1991.

Initially started off as a small scale industry in Nasik

selling papads, khakra and kokum sharbat concentrate.

Diversified into the beverages sector in 1995 with the

introduction of packed cold milk.

Was the first one to promote packed Buttermilk in

the year 2001 and is currently amongst the top 3 market leaders in Milk Based Drinks.

Our Motto & our people

Unity in diversity is our motto. Highly trained and experienced staff with an average

vintage of 5+ years.
We listen to what the customers say and believe in

the true sense that Customer is the King.

We have imbibed that Change is the only constant

and hence work towards new opportunities and development.

We want to hear from you!

Feedback and suggestions are welcome always. Just write into feedback@rms.com or simply call our

toll free number 1-800-(HELP)-(RMS) i.e. 1-8004357-767

Should you have any complaints please feel free to

write into us at: complaints@rms.com. Please do include details from where you purchased our products.

The Secret Ingredient

Tomato

Orange juice
Lemon juice Spring onion

Red Chilli
Tabasco pepper Caster sugar Salt

Our Mascot
Meet Springy our official

mascot for this product. Leading newspapers will have comic strips on Springy. Springy has done an extensive survey and research and knows what his customers want. Let us see what Springy has to say..

Questions?
Springy: I thank you all

for being a part of this business meet. I know the partners wouldve bored you enough, but dont forget to try Springo. Dare to do what you have always wanted to do Sip into the Spice with a PUNCH.