Soft Drinks

Introduction:

A soft drink is a beverage that does not contain alcohol. A nonalcoholic, flavored, carbonated beverage usually commercially prepared and sold in bottles or cans. A soft drink is a beverage that does not contain alcohol. Carbonated soft drinks are commonly known as soda, soda pop, pop, coke or tonic in various parts of the United States, pop in Canada, fizzy drinks or soft drinks in the United Kingdom and Australia and sometimes minerals in Ireland. The name "soft drink" specifies a lack of alcohol by way of contrast to the term "hard drink". The term "drink", while nominally neutral, sometimes carries connotations of alcoholic content. Beverages like colas, flavored water, sparkling water, iced tea, sweet tea, lemonade, squash, and fruit punch are among the most common types of soft drinks, while hot chocolate, hot tea, coffee, milk, tap water, juice and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners.

The beverage consumption has become an important food item in our life and in many cases it becomes the part and parcel of our food habit. Production and marketing of beverage product have occupied in important position in our national economy. The production of beverage has increased tremendously as a result of the increased population in our country. According to the available data the index of beverage was 147.49 in 1995-1996 and it rose to 322.48 in 20032004. The average sale of beverage industry is increase per month. At present there are 38 brands of beverage in market like; 7-up,Pepsi, Sprite, Cock, Fanta, Miranda, RC cola, Mojo, Pran up, Pran cola, Lemo, Mountain Dew, Upper Ten etc and they have 10 beverage companies like; COCACOLA, PEPSI, ROYAL CROWN, VIRGIN, PRAN etc.

Soft Drinks

Objectives:
Represent the favorite brand of soft drinks in the Bangladesh. To know what types of factor attracting the consumer to buying decisions. To know the opinion of the consumer about beverage products in Bangladesh.

Methodology of the study

Collection the data
To collect the data sample survey method used. We are analysis the hundred consumer attitude towards on soft drinks in Bangladesh. Gender has different accent to consuming products, factors differ from male to female for this reason we can collect sample both male and female. In the hundred consumer male is 70%, Female is 30%.

Table:-01, Distribution of sampled consumer on the basis of gender.

Serial. No 01 02 Total Gender: Male Female Number of consumer 70 30 100

Source: Field survey.

Soft Drinks Gender

Female 30%

Male 70%

Occupational behavior

Consumer occupational influences the buying behavior of consumers (Hawkins and etal, 2004) that why we classified the hundred consumer in four categories like student, serviceman, Businessman and working class people. In the 100 consumers most of them are student because young people so much like soft drinks. 60% is a student, 15% is serviceman, again 15% is working class people left 10% is businessman.

Table:-02, Distribution of sampled consumer on the basis of occupation

Sl.No 01 02 03 04 Total Occupations Student Serviceman Working class people Businessman Number of consumers 60 15 15 10 100

Source: Field survey

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Occupations
Student Serviceman Working class people Business man

10% 15%

15%

60%

Types of beverage products

There are several types of beverage products in our country like cola, soda and energy drinks etc. Most of the people like cola, some are like soda and energy drinks like especially young generations. Some young student and maximum young working class people energy drinks like so much. Cola is 60%, soda is 13% and Energy drinks are 27%.

Table:-03, Distribution of sampled consumer on the basis of favorites soft drinks.

Sl.No 01 02 03 Total Favorites soft drinks Cola Soda Energy drinks Number of consumers 60 13 27 100

Source: Field survey

Soft Drinks favorites soft drinks

Cola Soda Energy

27%

13%

60%

Brand Position:
The word Brand is derived from the old Norse word Brandr, which means to burn as brands were and still are the means by which owners of livestock mark their to identify them. The brand name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's. The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively They have several type soft drinks in our country. Some are most favorites and many people like brand. Explain below some Favorite Soft Drinks in our country.

Coca-Cola:
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Soft Drinks
Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines worldwide (The Coca-Cola Company claims that it is sold in more than 200 countries.[1]). It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U.S., soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for fountain sales to major restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, which has become a major diet cola. However, others exist, including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime, or coffee. In response to consumer insistence on a more natural product, the company is in the process of phasing out E211, or sodium benzoate, the controversial additive linked to DNA damage and hyperactivity in children, of Diet Coke. The company has stated that it plans to remove the controversial additive from its other products, including Sprite and Oasis, as soon as a satisfactory alternative is discovered

Pepsi:
Pepsi is a soft drink that is produced and manufactured by PepsiCo. It is sold in retail stores, restaurants, cinemas and from vending machines. 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, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Free, Pepsi AM, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Vanilla Pepsi, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, Pepsi Ice Cucumber and Pepsi White in Japan. In October 2008, Pepsi announced they would be redesigning its logo and re-branding many of its products by early 2009. In 2009, Pepsi, Diet Pepsi and Pepsi Max began using all lower-case fonts for name brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and red globe trademark became a series of "smiles," with the central white band arcing at different
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Soft Drinks
angles depending on the product. As of January 2009, Pepsi's newer logos have only been adopted in the United States. Currently, Pepsi Wild Cherry and Pepsi ONE are the only two products that still use their previous design. Diet Pepsi Wild Cherry, Diet Pepsi Lime, and Diet Pepsi Vanilla received the redesign.

Sprite:
Sprite is a transparent, lemon-lime flavored, caffeine free soft drink, produced by the Coca-Cola Company. It was introduced to the United States in 1961. This was Coke's response to the popularity of 7 Up, which had begun as "Lithiated Lemon" in 1929. It comes in a primarily silver, green, and blue can or a green transparent bottle with a primarily green and blue label.

7-up:
7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the rest of the world. The 7 Up logo includes a red spot between the '7' and 'Up'; this red spot has been animated and used as a mascot for the brand as Cool Spot.

RC Cola:
The first product in the Royal Crown line was "Chero-Cola" in 1906, followed by Royal Crown Ginger Ale, Royal Crown Strawberry and Royal Crown Root Beer. The company was renamed Chero-Cola, and in 1925 called Nehi Corporation after its colored and flavored drinks. In 1934, Chero-Cola was reformulated and re-released as Royal Crown Cola. In the 1950s, the combination of Royal Crown Cola and Moonpies became popular as the "working man's lunch" in the American South.[1] In 1958, the company introduced the first diet cola, Diet Rite, and in 1980, a caffeine-free cola, "RC 100.". (RC 100 was not, as some believe, the first caffeine-free cola; that distinction belongs to Canada Dry's unsuccessful Sport Cola of 1968.) In the mid-1990s, RC released Royal Crown Draft Cola, billed as a "premium" cola and using pure cane sugar as a sweetener, rather than the high fructose corn syrup more commonly used in the United States. Offered only in 12-ounce bottles, the cola's sales were disappointing due largely to the inability of the RC bottling network to get distribution for the product in single-drink channels and it was quickly discontinued with the exceptions of Australia, New Zealand and France. The company has also released Cherry RCa cherry flavored version of the RC soft drinkto compete with Coca-Cola Cherry and Wild Cherry Pepsi.
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Soft Drinks
In October 2000, Royal Crown was acquired by Cadbury Schweppes plc through its acquisition of Snapple. Royal Crown operations were folded into Dr Pepper/Seven Up, Inc., a former subsidiary of Cadbury Schweppes. In 2001, all international RC-branded business were sold to Cott Beverages of Mississauga, Ontario and is operated as Royal Crown Cola International. Operations in the United States, Canada, Mexico, Puerto Rico and other U.S. territories are now handled by Dr Pepper Snapple Group.

The aggregate of first choice is the total brand position of a particular brand. Table-4 shows that Pepsi is 17%, Sprite is 7%, Mojo is 8%, 7-up is 19%, Tiger is 15%, Rc Cola is 7%, Coca-Cola is 17%, Speed is 3%,Mirinda is 3% and other is 4%. Brand position of the particular product 7-up has occupied first position, Pepsi & Coca-Cola both are second position, Tiger has third position, Mojo 4th position, Sprite & Rc Cola both are fifth position, Speed & Miranda both are 6th position.

Table:-04, Distribution of sampled consumer on the basis of favorites Brands & Brands position.
SL. NO. 01 02 03 04 05 06 07 08 09 10 Total Brand 7-up Pepsi Coca-Cola Tiger Mojo Sprite RC Cola Speed Miranda Other No. of consumers 19 17 17 15 8 7 7 3 3 4 100 Percent of consumers 19% 17% 17% 15% 8% 7% 7% 3% 3% 4% 100% Brand position 1st 2nd 2nd 3rd 4th 5th 5th 6th 6th 7th

Source: Field Survey

Soft Drinks favorites Brands

20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% favorites Brands

Causes behind the Choice of a particular Brand

A number of factors work as determinates to purchase of a particular brand. Consumers subscribes to our nation of brand personality or images (Schiff man, 2007). Consumers not only ascribe personality trits of products and services, but they also tend associate personality factors with specific color (Schiff man, 2007). To find out the reasons for consuming a particular brand the respondents were asked to put this marks against the factors listed in Table-05, for why they consume a particular brand of beverage. Most people purchase these soft drinks for the taste, some people buy this for advertisement, some are brand, and few of them buy this for the reasonable prize. Some people buy this when the company given any offer like discount, free offer or any scratch card opportunity.

Table-05, Factors of purchasing a particular Brand

Sl. No. 01 02 03 04 Total Factors Taste Brand Advertisement Reasonable prize No of consumers 72 16 4 8 100 % of consumers 72% 16% 4% 8%

Source: Field Survey

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Factors of purchasing a particular Brand

Reasonable Prize 8% Advertisment 4%

Brand 16%

Taste 72%

What type of packet like most?

When we are survey about soft drinks of Bangladesh when we asked the people what type of packet they like most. Most of the people like 250ml and 500ml packet size. Some of them are like 1oooml and above 1000ml. 250ml or 500ml like the people when he is stay on single. When they buy the soft drinks for the family the like 1000ml or above 1000ml. 250ml is 47%, 500ml is 42% and 1000ml or above 1000ml is 11%. People like different types of packet some are can, some are like bottle and some are like disposable glass. 35% people can like Disposable glass like 10% people and left 55% people like bottle.

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Table-06, what type of packet people like most

Sl. No. 01 02 03 Total Packet most like 250ml 500ml 1000 or above 1000ml No of consumer 47 42 11 100 % of consumer 47% 42% 11%

Source: Field Survey

Packet most like

250ml 500ml 1000 or above 1000ml

11% 47%

42%

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Soft Drinks Which season soft drinks sells most?

Soft drinks sell every time but some time its sell most. Basically summer season soft drinks sell most in Bangladesh. This time the temperature is very hot in our country for thats time people want to drinks several types of drinks. Energy drinks sell all every time or every season. In our country some soft drinks is sell in spring season. 72% person people like buy the soft drinks in summer season, 23% people buy the drinks in all time and left 55% buy soft drinks in spring season.

Table-07; which season soft drinks sells most?

Sl.No. 01 02 03 Total Season Summer Spring All season No of consumer 72 5 23 100 % consumer 72% 5% 23%

Source: Field survey

which season soft drinks sells most

Summer Spring All season

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What benefits get by the drinking soft drinks?
Different type people get different types of benefits after drinking the soft drinks. Some are get relaxation, some are get freshness, and some are get energy and some people removing thirstiness. When people drinking energy drinks this time people get energy. Most of the people fill freshness after drinking soft drinks. After drinking soft drinks 38% people fill freshness, 30% people removing there thirstiness, 17% people get relaxation after drinking soft drinks, and left 15% get energy by the drinking soft drinks.

Table-08; what benefits get by the drinking soft drinks?

Sl. No. 01 02 03 04 Total Benefits Freshness Thirstiness Relaxation Energy No of consumer 38 30 17 15 100 % of consumer 38% 30% 17% 15%

Source: Field Survey

what benefits get by the drinking soft drinks

Freshness Thirstiness Relaxation Energy

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Soft Drinks The Beverage market in Bangladesh

Total sell of soft drinks in whole Bangladesh. Cock sell in 14% in whole Bangladesh, Fanta is 2%, Sprite is 9%, Pepsi cola is 16%, 7-up is 10%, Miranda sell 3%, Mountain Dew is 3%, RC Cola is 11%, Upper Ten is 1%, RC Lemon sell 2%, Virgin Blue is 1% sell, Virgin Red sell 7%, Virgin Yellow is 1%, Pran Cola sell 3%, ZAMZAM Cola sell 2%, Mojo is 9% and Lemo sell 6% in whole Bangladesh.

Table-09: Total sells in Bangladesh

Sl. No. 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 Total Beverage Product Cock Fanta Sprite Pepsi cola 7-up Miranda Mountain Dew Rc Cola Upper Ten RC Lemon Virgin Blue Virgin Red Virgin Yellow Pran Cola ZAMZAM Cola Mojo Lemo Sales % 14% 2% 9% 16% 10% 3% 3% 11% 1% 2% 1% 7% 1% 3% 2% 9% 6% 100%

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Soft Drinks Total sells in Bangladesh

18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Cock 7-up Virgin Blue Rc Cola RC Lemon Miranda Virgin Yellow Fanta Pepsi cola Pran Cola Sprite Virgin Red Mountain Dew ZAMZAM Cola Upper Ten Lemo Mojo Total sells in Bangladesh

Conclusion:

The above analysis and discussion reveals that there are 38 different brand produced and marketed by 10 companies in Bangladesh. Among the brands 7-up is the most favorite brand to the consumer in the beverage market in Bangladesh. The consumers consider numerous factors before choosing a particular brand for consumption. The important considerable factors are brand image, availability, out looking of bottle, pack size etc. the behavior of consumers varies from occupation to occupation and gender to gender for beverage.

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1. 2. 3. 4. 5. 6. 7. 8. 9.

http://en.wikipedia.org/wiki/Soft_drink http://www.thefreedictionary.com/soft+drink http://en.wikipedia.org/wiki/Brand http://en.wikipedia.org/wiki/7_Up http://en.wikipedia.org/wiki/Pepsi-Cola http://en.wikipedia.org/wiki/Sprite_(soft_drink) http://en.wikipedia.org/wiki/Coca-Cola http://en.wikipedia.org/wiki/RC_Cola Kotler.p and Armastrong G (2oo6) Principles of Marketing 11th ed. Mc Graw Hill-Irwin. 10.Schiffman, L.G. and Kanuk, L.L.(2007), consumer Behavior 9th ed. Pearson Prentic Hall, India. 11.Kotler.P(2003) Marketing Management 11th ed. Pearson Prentice Hall New Jersey

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Appendix: 01

Appendix:02

Appendix: 03

Appendixe: 04

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Appendix: 05

Appendix: o6

Appendix: 07

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