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The beverages category contributes 8-9 per cent to the total FG market in India. With the entry
of major international beverage players over the last few decades, the market has evolved and
has made way for many products, which have found an immediate connect with Indian
consumers. The emergence of various brands in all segments has given an unprecedented
thrust to the category over the last couple of years. Consumers can choose beverages of almost
all flavours, colours, ingredients, health and nutritional values.
Figures in %age
Marketing Mix
Coca-Cola
PRICE STRATEGY
Getting shelves
They get or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the
consumers
Sale Promotion
Company also do sponsorships with different college and schools cafes and sponsors
their sports events and other extra curriculum activities for getting market share
UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they
offer very handy prizes in it. Like once they offer bicycles, caps, TV sets, cash prizes etc.
This scheme is very much popular among children
ADVERTISEMENT
Coca cola company use different mediums
Print media
TV commercial
Billboards and holdings
Print Media : They often use print media for advertisement. They have a separate
department for print media
POS Material : Pos material mean point of sale material this includes: posters and
stickers display in the stores and in different areas
Pepsi
Products
Pepsi
Gatorade
Mountain Dew
Nimbooz
Slice
Tropicana
Aquafina
Prices
Pepsi has adopted a market penetration price at the time when
it was introduced. Coca cola covered the large market in
India but now the price of Pepsi cola is same as of its
competitors
Places
Pepsi cola is available in more than 191 countries. Pepsi has
730 plants working correctly around the world and in USA
and Canada 200 plants are working there rest 530 are
working in other countries of the world as well as working in
India
Promotion
Pepsi does its promotion through media; electronic media as well
as print media through flyers, by sponsoring cricket matches and
in many other places. Promotion is also done through print media
e.g. Newspapers are design of Pepsi can. The first of many new
designs of Pepsi were released in 2007.
The Pepsi have signed some agreements with a very strong and
expanded retailers such as pizza hut and KFC when you go to
pizza hut or KFC you will find only the Pepsi products and nor its
competitors products. These agreements are based on the
incentives that Pepsi offers to these retailers.
Pepsi has continued using product endorsement by using TV
actors/ models and cricketers in order to promote their products.
Emerging players
Manpasand. (1998)
Paper boat. (2013)
Dabur Real Fruit juice. (1996)
ITC in Fruit juice. (B natural) (2015)
Several other local brands in India
Local/Niche Competition
The category can be divided into four broad segments tea and
coffee, occupying the largest market share; juices and flavoured
drinks; packaged drinking and flavoured water; and other non
alcoholic drinks including soft drinks, cocoa, chocolate, etc. The
lions share of tea and coffee in the category confirms that it is still
ruled by traditional beverages. India may be the country with
strong holds in tea and coffee in specific areas but combined
together, they hold a commanding section of the whole market.
The eastern and southern regions are very strong in holding a large share in
the beverage market. Together they possess 73 per cent of the total market.
The north and the west have almost identical market share. In some way the
west and the south have a higher average monthly per capita consumption
figures for beverages than the average figure of all-India consumption. In
spite of holding the largest market share (including north-east), the eastern
region has the lowest per capita consumption. Coffee enjoys a commanding
share in the south region followed by the west.
Consumption Trends in Juices
http://www.businessinsider.in/The-4-biggest-ways-American-beverage-consumption-will-
change-in-2016/articleshow/50421868.cms
http://www.indiaretailing.com/2016/05/31/food/food-grocery/beverages-market-to-grow-3-5-
times-of-its-present-size-by-2020/
https://www.ibisworld.com/industry-trends/global-industry-reports/manufacturing/soft-
drink-bottled-water-manufacturing.html
https://www.ibef.org/download/CocaCola.pdf
http://timesofindia.indiatimes.com/business/india-business/Investors-in-Tata-stocks-lose-Rs-
23300cr-in-2-days/articleshow/55080970.cms
https://www.emis.com/php/industries/overview/index?indu=3121
http://timesofindia.indiatimes.com/business/india-business/small-beverage-cos-outshine-
coke-pepsi/articleshow/58073884.cms
https://www.kenresearch.com/food-beverage-and-tobacco/non-alcoholic-beverages/india-
packaged-fruit-drinks-market-research-report/643-11.html
http://www.beveragemarketing.com/shop/the-global-multiple-beverage-marketplace.aspx
https://www.ibef.org/industry/indian-food-industry.aspx