DIFFERENTIAL STRATEGIES During 1990 ‘s became responsive towards consumer interest in healthy beverages. Introduced several new non – carbonated beverage brands.
TARGET AUDIENCE COCA –COLA focus on every potential customer. Kids – Fond of Fruit Juice Teens – More experimental Youth – Experimental and more buying power Working People Housewives Elderly people
Travel Industry – Airlines, Railways and Local Transport Systems Recreational – Movie Theatres, Malls, Amusement Parks etc.
JUICE PRODUCT in INDIA MINUTE MAID : - orange apple Grapes nimbus fresh pulpy orange . MAAZA
COMPARISON WITH GIANTS DABUR Real is a market leader Real market share is 35 % offers range of 9 juices Spread over 11 acres and geared to process 150 tonnes of fruit per day, it has the capacity to produce 192 tonnes of pulp/concentrate
Tropicana Pepsi Pepsi's Tropicana brand fruit juice has outpaced the fruit juices market in India. The company sources concentrates from Brazil. They come in Tetrapaks of one litre and Pepsi also markets sugar free diet Pepsi. Pepsi, in association with HLL have launched Lipton iced tea
Frooti Frooti from Parle Agro is the largest distributed fruit drink in India. It reaches more than 10 lakh retail outlets in up to class C towns The company's another revenue earning brand includes Bisleri water. It has a market share of 15% .
Coca cola Maaza & minute maid 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 'Botalmeinaam, maazahainnaam. It is available in 200 ml , 250 ml , 125 ml Tetrapak .