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SOFT DRINKS INDUSTRYSoft drinks are become part and parcel of the Indian lifestyle. Be it children, the college kid or the middle agedIndian soft drinks are enjoyed by one and all in the country. Especially after the influx of a number of fast foodjoints in India soft drinks have gained more popularity. Food like pizzas burgers and French fries go hand in handwith soft drinks. Gone are the days when a soft drink was enjoyed to the combat a sunny day. Today soft drinksare enjoyed with almost every meal that one has outside his/her home. Despite several issues that crept upregarding the ingredients used behind the manufacturing of soft drinks the market remained stable. The soft drinkindustry in India is categorized on the basis of carbonated and non carbonated drinks. The carbonated drinksinclude flavors like cola, lemon and orange and the non carbonated drinks segment includes mostly mangoflavors. The non carbonated segment includes fruit juices and squashes. The Top Soft Drink Brands in India areCoca-Cola, Pepsi and Thumps Up. The other popular soft drink brands in India include Fanta, Mirinda,7Up,Sprite Limca etc. In order to cater to all the segments of the society these top soft drink brands are available innumerous sizes. .The Top Soft Drinks Brands in India- Coca Cola Pepsi Mountain Dew Maaza Nimbooz COCA COLA-:MARKET SHARE-:Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This companycontrols about 59% of the world market.PRODUCT BRANDS -: Coke Sprite Fanta Diet coke Coke classicTARGET MARKET-:Coke’s commercials basically based on young generations, So, the young generation is the target marketof Coke because they want to represent Coke with the youth and energy but they also consider aboutthe old people they take then as a co-target market.
MAJOR SEGMENTSMajor segments are basically those people who take this drink daily and those areas where thedemands is higher then the other areas. There are so many people who take this drink daily and thosepeople who take weekly and those who take less often are always there as well. So, their basicsegments are those people who take this drink regularlyBRAND DIFFERENTIATIONNow different companies have got different brand names. So, people can distinguish between brands. Two majorbrands “coke” and “Pepsi” also have brand names.MARKET POSITIONINGThe total range of Coca Cola company in Pakistan includes: Coke. Sprite. Fanta. Diet CokeAnd company offers their products in different bottle sizes these includes: SSRB (standers size returnable bottle) LRB (litter returnable bottle) NRB (no return bottle) or disposable bottle PET 1.5 (1.5 litter plastic bottle) CANS (tin pack 330 ml)PACKINGCoca cola products are available in different packing 24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack.PRICEThe prices of Coca-Colas products vary according to the brand and the size. The prices of the main products areshown below.ProductSizePrices (approx. not on sale prices)
Coke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoca-Cola softdrinksCoca-Cola soft drinksPowerAde2L bottle1.25L bottle600mL bottle300mL bottle375 x 30 cans375 x 18cans ---$2.57$1.35$2.10 - $2.30$1.30$17.87$12.98$2.80DISTRIBUTIONThe Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalersand some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants,petrol stations and newsagents. PEPSITHE BUSINESS ENVIRONMENTConsumersPepsi believe the main drivers behind consumer behavior are value, variety, attitudes and convenience.CompetitorsPepsis direct competitor is Coca-Cola Amatil. The non-soft drink competitors are tea, coffee, water, energydrinks, sports drinks, milks, etc which are all consumed on beverage occasions. Pepsi aims to gain a greater shareof these occasions.The Marketing Mix:Product:Pepsi, Pepsi Light, Pepsi Twist, Pepsi Max, Pepsi Diet, Pepsi One, Pepsi Vanilla, Pepsi Blue, Pepsi WildCherry, 7UP, Diet 7UP, Caffeine Free Pepsi Light, Mountain Dew (including Diet, Caffeine Free, CodeRed, and Live Wire flavours.Price:Pepsi is competitively priced to its major competitors, offering a better tasting product at a competitive price.Promotion:60% of the marketing funds are spent on advertising. Primarily TV advertising with radio, magazine, cinemaand outdoor support. Other promotional items include: point of sale material, consumer premiums (e.g. clothing,caps, etc), sporting and concert sponsorshipsPlace:PAH/PI own the Pepsi brands. They sell the concentrate to CSA who manufactures and bottles the Pepsi productsand distributes it to consumers. CSA distribute Pepsi via various channels e.g. major supermarket chains,
smaller milk bars, restaurants and fast food outlets (KFC, Pizza Hut and Oporto). Pepsi also have refrigeratedvending machines at various locations and workplaces. Service the right pack size at the right price, in the rightplace at the right time. MAAZA Maaza was acquired by Coca Cola India. Over the years, Maaza has become synonymous with mango. The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango, and Botal mein aam, maaza hain naam.It5 is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.TARGET MARKET-:Primary and Secondary market.(recreational,health,fitness, sports, lifestyle, )MARKET SEGMENTATION-:,Geographic, Demographic, Behavioural,Psychographic variables...