Soft Drink Industry Ppt


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Soft Drink Industry Ppt

  1. 1. Welcome to the world of Soft drinks: Enjoy the trip to soft drink industry Malika Rani ( Lecturer, Lovely Professional University, Phagwara) Manik Grover ( fazilka)
  2. 2. Indian Soft drink industry
  3. 3. History of Soft Drinks <ul><li>Soft drinks can trace their history back to the mineral water found in springs . </li></ul><ul><li>Bathing in natural springs has long been considered a healthy thing to do. </li></ul><ul><li>Mineral water was said to have curative powers. </li></ul><ul><li>Scientists soon discovered carbon dioxide behind the bubbles in natural mineral water. </li></ul><ul><li>The first marketed soft drinks appeared in the 17th century. They were made from water and lemon juice sweetened with honey. </li></ul>
  5. 5. According to the 2003 Global Soft Drinks Report from leading drinks consultancy Zenith International <ul><li>Soft drinks has become world's leading beverage sector. </li></ul><ul><li>Global consumption of soft drinks is rising by 5% a year, well ahead of all other beverage categories. </li></ul><ul><li>Soft drinks volume was projected to reach 467 billion liters in 2003, equivalent to 75 liters per person . </li></ul>
  6. 6. Continued…… <ul><li>The United States is the world’s biggest soft drinks market by a substantial margin, with a 24% share in consumption. </li></ul><ul><li>Zenith predicts that 90 billion litres will be added to global soft drinks consumption by 2007 </li></ul><ul><li>Asian growth is expected to lead the way at 7-9% a year. The huge populations, increasing affluence and underdeveloped soft drinks markets of China and India present massive opportunities. </li></ul>
  7. 7. <ul><li>India has 850 million potential customers, 150 million of whom comprise </li></ul><ul><li>the middle class </li></ul><ul><li>with disposable income to spend on cars </li></ul><ul><li>VCRs </li></ul><ul><li>computers. </li></ul><ul><li>The Indian middle class is growing at 10% per year. </li></ul>Continued……
  8. 8. The top 5 countries in soft drink consumptions Rank     Countries   Amount     #1   United States : 216 litres   #2    Ireland : 126 litres   #3   Canada : 119.8 litres  #4   Norway : 119.8 litres   #5   Belgium : 102.9 litres  The per capita consumption of soft drinks in India is estimated at 3 bottles per annum which is quite low as compared to many other developing countries and reflects a considerable potential for consumption to grow.
  9. 9. Soft Drink Production area <ul><li>Regional based. </li></ul><ul><li>Cola drinks( black in color) have main markets in metro cities and northern states of UP, Punjab, Haryana etc. </li></ul><ul><li>Orange flavored drinks are popular in southern states. </li></ul><ul><li>Sodas too are sold largely in southern states besides sale through bars. </li></ul>
  10. 10. Western markets have preference towards mango flavored drinks. Diet coke presently constitutes just 0.7% of the total carbonated beverage market.
  11. 11. Growth <ul><li>Early 1990s the soft drink was in hands of domestic players like </li></ul><ul><li>Campa </li></ul><ul><li>Thumps up </li></ul><ul><li>Limca </li></ul><ul><li>Now Pepsi and Coke are market leaders. </li></ul><ul><li>Soft drinks experienced another good year in 2006. </li></ul><ul><li>Parle Bisleri Ltd has the third ranked company in 2006 </li></ul><ul><li>Much of the demand for soft drinks is expected to be for healthier beverages. </li></ul>
  12. 12. Types <ul><li>Glass bottles </li></ul><ul><li>Aluminum cans </li></ul><ul><li>PET bottles for home consumption </li></ul><ul><li>Non-alcoholic soft drink beverage market can be divided two types . </li></ul><ul><li>a) Fruit drinks </li></ul><ul><li>b) Soft drinks. </li></ul><ul><li>Soft drinks can be further divided two types </li></ul><ul><li>a) Carbonated </li></ul><ul><li>b) Non-carbonated drinks. </li></ul><ul><li>Carbonated </li></ul><ul><li>Cola </li></ul><ul><li>Lemon </li></ul><ul><li>Oranges </li></ul><ul><li>Mango drinks come under non carbonated category. </li></ul>
  13. 13. <ul><li>The market can also be segmented on the basis of types of products </li></ul><ul><li>cola products </li></ul><ul><li>non-cola products. </li></ul><ul><li>Cola products account for nearly 61-62% of the total soft drinks market. </li></ul><ul><li>The brands that fall in this category are </li></ul><ul><li>Pepsi Coca- Cola </li></ul><ul><li>Thumps Up </li></ul><ul><li>Diet coke </li></ul><ul><li>Diet Pepsi etc </li></ul><ul><li>Non-cola segment which constitutes 36% can be divided types of flavors available </li></ul><ul><li>Orange </li></ul><ul><li>Cloudy Lime </li></ul><ul><li>Clear Lime </li></ul><ul><li>Mango </li></ul>
  14. 14. <ul><li>India’s consumption of Carbonated soft drinks are declined. </li></ul><ul><li>Still drinks actually replaced Carbonates. </li></ul>
  15. 15. <ul><li>Nectars have also advanced strongly. Last year’s Parle Appy. This Apple flavoured offering enjoys the enviable position of being priced on a par with Carbonates and Still drinks but perceived as a superior product. </li></ul><ul><li>Nectars have also gained ground on Juice. </li></ul><ul><li>a)Dabur’s Real </li></ul><ul><li>b)PepsiCo’s Tropican </li></ul><ul><li> are two Nectars derived from Juice brands to have successfully targeted institutional and at home consumption. </li></ul><ul><li> Nectars are expected to grow by more than 12% in 2007 . </li></ul>
  16. 16. KEY TRENDS AND DEVELOPMENTS <ul><li>Consumers are turning to healthier beverages. </li></ul><ul><li>Rise in spending power spurs on-trade sales. </li></ul><ul><li>Sales of soft drinks via supermarkets/hypermarkets will increase. </li></ul><ul><li>The power of celebrity endorsement remains undiminished. </li></ul><ul><li>Soft drinks players expand their product portfolios. </li></ul>
  17. 17. Extinct brands in soft drinks <ul><li>Campa –Cola(Pure Drinks Group) </li></ul><ul><li>Canada Dry a unit of Cadbury-Schweppes </li></ul><ul><li>Gold Spot </li></ul>
  18. 18. Campa –Cola <ul><li>The soft drink brand, which was discontinued in December2000 for not have a strong distribution and infrastructure (coolers, trucks). </li></ul><ul><li>It was a market leader in india and was sucessful because of its </li></ul><ul><li>Aggressive pricing strategy </li></ul><ul><li>200ml cola priced at Rs 4 </li></ul><ul><li>One litre PET bottle at Rs 15 </li></ul><ul><li>NOW </li></ul><ul><li>Relaunch of campa cola . </li></ul>
  19. 19. Canada Dry <ul><li>Canada Dry is a brand of soft drinks marketed by Dr Pepper/Seven Up, a unit of Cadbury-Schweppes. </li></ul><ul><li>Canada Dry is best known for its ginger ale. </li></ul><ul><li>Ginger ales come in two varieties: </li></ul><ul><li>a)Golden ginger ale </li></ul><ul><li>b) Dry ginger ale. </li></ul><ul><li>Golden ginger ale, dark colored and strong flavored, is the older style . </li></ul>
  20. 20. <ul><li>Dry ginger ale was developed during Prohibition when ginger ale was used as a mixer for alcoholic beverages and the strong flavor of golden ginger ale was undesirable. </li></ul><ul><li>Dry ginger ale quickly surpassed golden ginger ale in popularity, and today golden ginger ale is an uncommon, and usually regional, drink. Vernors, Blenheim, Chelmsford, and Red Rock are brands of golden ginger ale, while Canada Dry, Schweppes and Seagram's are major brands of dry ginger ale. Dry ginger ale does not normally contain ginger. </li></ul>
  21. 21. Gold Spot <ul><li>Gold Spot was a popular orange-flavoured soft drink in India until 1993. </li></ul><ul><li>The brand was owned by Parle, but was sold to Coca-Cola when it re-entered the Indian market in 1993 </li></ul><ul><li>It was withdrawn from the market in order to make space for Coca-Cola's Fanta brand </li></ul><ul><li>To keep the brand alive, Now Gold Spot is sold as a soda . </li></ul>
  22. 22. Introduction to Pepsi <ul><li>Caleb Brad ham of New Bern, NORTH CAROLINA who was a pharmacist Introduced the Pepsi. </li></ul><ul><li>Soda fountain in the drug store </li></ul><ul><li>Refreshing drink made by himself </li></ul><ul><li>He famous drink was called &quot;Brad's drink&quot; made of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. </li></ul>
  23. 23. <ul><li>&quot;Brad's drink&quot;, created in the summer of 1893, was later renamed Pepsi Cola in 1898 after the cola nuts used in the recipe. </li></ul><ul><li>In 1898, Caleb Brad ham wisely bought the trade name &quot;Pep Cola&quot; for $100 from a competitor from NewYark. </li></ul><ul><li>The new name was trademarked on June 16th, 1903. Brad ham's neighbor, an artist designed the first Pepsi logo and ninety-seven shares of stock for Brad ham's new company were issued . </li></ul>
  24. 24. <ul><li>In 1940 first advertisement jingle “Nickle Nickle” came for Pepsi which gave stress on Pepsi QUANTITY and PRICE. </li></ul><ul><li>This ad became the hit record and was launched in 55 languages. </li></ul><ul><li>So from the success of this ad campaign Pepsi started giving stress on ads and media to differentiate its products. </li></ul>
  25. 25. Introduction to Coca-Cola <ul><li>In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's book keeper Frank Robinson. </li></ul>
  26. 26. <ul><li>Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted “COCA COLA” into the flowing letters which has become the famous logo of today. </li></ul><ul><li>The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. </li></ul>
  27. 27. <ul><li>About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. </li></ul><ul><li>Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. </li></ul>
  28. 28. <ul><li>In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. </li></ul><ul><li>By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900 </li></ul>
  29. 29. <ul><li>Advertisement was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. </li></ul>
  30. 30. NEW COKE <ul><li>On April 23, 1985, the trade secret &quot;New Coke&quot; formula was released. Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day. </li></ul>
  31. 31. Introduction of Dr. Pepper Soft drink <ul><li>In 1885, in Waco, Texas, a young pharmacist called Charles Alderton invented the soft drink &quot;Dr Pepper&quot;. </li></ul><ul><li>Alderton worked at a place called Morrison's Old Corner Drug Store and carbonated drinks were served at the soda fountain. </li></ul><ul><li>Alderton invented his own recipes for soft drinks and found one of his drinks was becoming very popular. </li></ul>
  32. 32. <ul><li>Morrison, owner of the drug store gave the name &quot;Dr Pepper&quot; after a friend of his, Dr. Charles Pepper. </li></ul><ul><li>Later Demand for the Dr pepper drink increased so much that Morrison and Alderton were unable to satisfy the demand of their customer. </li></ul>
  33. 33. <ul><li>Lazenby owned The Circle &quot;Ginger Ale” Company in Waco and was impressed with &quot;Dr Pepper&quot;. </li></ul><ul><li>Morrison agreed that Morrison and Lazenby should take over and become partners. </li></ul><ul><li>In 1891, Morrison and Lazenby formed the Bottling Company, which later became the Dr Pepper Company. </li></ul>
  34. 34. <ul><li>In 1904, the company introduced Dr Pepper to 20 million people attending the 1904, World's Fair Exposition, in St. Louis. That same world's fair introduced hamburger and hot dog buns and ice cream cones to the public. </li></ul>
  35. 35. Death of Soda Fountain <ul><li>Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants became popular. </li></ul>
  36. 36. Leading liquid refreshment beverage trademark MILLIONS OF Share of GALLONS volume BRAND COMPANY 2005 2006 %change 2006 Coca-cola Coca-cola 4,848.2 4,727.0 -2.5% 15.9% Pepsi Pepsi co 3,125.0 3028.0 -3.1% 10.2% Mountain Dew Pepsi co 1309.1 1324.8 1.2% 4.5% Dr Pepper 7 Up 1168.2 1193.6 2.2% 4.0% Gatorade Pepsi Co 958.0 1072.0 12% 3.3% Sprite Coca-cola 993.7 958.8 -3.5% 3.2% Tropicana Pepsi co 706.1 778.8 10.3% 2.6% Minute Maid Coca-cola 672 614.9 -8.5% 2.1% Aquafina Pepsi co 504.4 614.7 21.9% 2.1% Dasani Coca-cola 448.0 538.0 20.1% 1.8% Sub-Total 14732.6 14815.3 .8% 50% All others Juices & drinks 14149.9 14846.2 4.9% 50% Total 28882.5 29697.2 2.8% 50%
  37. 37. Change in sales in 2005-06
  38. 38. Coca-cola 15.9 Pepsi-cola 10.2 Dr.Pepper 4.5 Gatorade 4 Sprite 3.3 tropicana 9.2 Minute maid 2.6 Aquarina 2.1 dasari 2.1 Others 50
  39. 39. <ul><li>ESTIMATED REVENUE OF LEADING BRANDS </li></ul><ul><li>REVENUE </li></ul><ul><li>COMPANY RANK MILLIONS </li></ul><ul><li>Coca-cola 1 $9565 </li></ul><ul><li>pepsi 2 7010 </li></ul><ul><li>Cadbury 3 4525 </li></ul><ul><li>Nestle waters 4 4180 </li></ul><ul><li>Kraft foods 5 3200 </li></ul><ul><li>Cott 6 1340 </li></ul><ul><li>Red bull 7 1050 </li></ul><ul><li>Ocean spray 8 780 </li></ul><ul><li>D S water 9 760 </li></ul><ul><li>Comp bell 10 680 </li></ul>
  40. 40. <ul><li>DISTRIBUTION SYSTEM </li></ul>
  41. 41. Distribution system used by the company in rural and urban areas <ul><li>Centralized distribution system used by the company in the urban areas is not suitable for rural areas. </li></ul><ul><li>In the centralized distribution system, the product was transported directly from the bottling plants to retailers. </li></ul><ul><li>In Hub and spoke distribution system the stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes which were situated in small towns . </li></ul>
  42. 42. Cont……….. <ul><li>These spokes fed the retailers catering to the demand in rural areas. </li></ul><ul><li>Used large trucks for transporting stock from bottling plants to hubs. </li></ul><ul><li>Medium commercial vehicles transported the stock from the hubs to spokes </li></ul><ul><li>From spokes to village retailers the company utilized auto rickshaws and cycles. </li></ul>
  43. 43. IN Introductory stage distribution strategy <ul><li>In Candler’s period </li></ul><ul><li>Depend on sales force </li></ul><ul><li>Face-to face interaction & direct selling </li></ul><ul><li>Other ways like- Media, Mail etc. </li></ul><ul><li>But they stressed mainly on direct selling. </li></ul>
  44. 44. <ul><li>SALES FORCE SENT PRODUCTS TO:- </li></ul><ul><li>Soda fountains who mix syrup in it </li></ul><ul><li>Bottlers </li></ul><ul><li>Independent entrepreneurs </li></ul>
  45. 45. <ul><li>Coca-cola mainly focuses on direct selling because: </li></ul><ul><li>Sales person can tailor the message. </li></ul><ul><li>Answer the quarries of the customers. </li></ul><ul><li>During discussion new ideas can be generated. </li></ul><ul><li>Culture can be understand. </li></ul>
  46. 46. Channels of Distribution <ul><li> There are two main channel categories in this industry— </li></ul><ul><li>a) Packaged product channels </li></ul><ul><li>b) Fountain channels. </li></ul><ul><li>The packaged product channels include </li></ul><ul><li>a) Supermarkets, </li></ul><ul><li>b)Mass merchandisers </li></ul><ul><li>c)Drug stores </li></ul><ul><li>d)Vending machines. </li></ul><ul><li>Fountain channels include </li></ul><ul><li>a) Fast-food restaurants </li></ul><ul><li> b)Sports arenas, </li></ul><ul><li> c)Convenience stores </li></ul><ul><li> d) Gas stations. </li></ul>
  47. 47. Soft drink companies have stepped up their efforts to capture a larger share of the fountain business by introducing more of their brands at the fountain, by aggressively competing for service contracts with high-profile customers. Coca-Cola Co., notes that fountain customers are becoming increasingly brand conscious
  48. 48. DISTRIBUTION CHALLENGES <ul><li>In international markets, soft drink companies face a number of distribution challenges, In many of the emerging country markets such as India, China, and Indonesia. </li></ul><ul><li>For example, poor road conditions and other infrastructure problems render efficient distribution by trucks very difficult. </li></ul><ul><li>Physical distribution </li></ul><ul><li>Supplies </li></ul>
  49. 49. Views about Mass communication <ul><li>Message to more customers </li></ul><ul><li>Noticed by a little number </li></ul><ul><li>Ignorance of knowledge </li></ul><ul><li>Ignorance of personal needs and desires. </li></ul><ul><li>Cultural differences can’t be understand. </li></ul><ul><li>Absence of listening about customer views. </li></ul><ul><li>Opposite the idea “ Know your customer” </li></ul>
  50. 50. Keeping record of the customers information <ul><li>To analyze the strength of the business. </li></ul><ul><li>To retain customers. </li></ul><ul><li>To know about the profit & loss of the business. </li></ul>
  51. 51. New ideas came out because of Pepsi and coke,s cola war <ul><li>Because of intense competition between Coca-cola and Pepsi, both are giving stress on health drinks. </li></ul><ul><li>The health-drinks business is witnessing plenty of churn, with the segment growing at a robust 20-25% in the past few years, compared with less than 8% for carbonated drinks in the past couple of years. </li></ul>
  52. 52. NEW PRODUCT DEVELOPMENT <ul><li>People of rural areas are health conscious. </li></ul><ul><li>No energy can be gained from soft drinks. </li></ul><ul><li>Just fun and status symbol </li></ul>
  53. 53. Entry of Health drinks <ul><li>Because of bad effects of soft drink’s the health drinks like Real juice by Dabur, Tropicana by Pepsi, and fruit drink like Mazza came into existence. </li></ul>
  54. 54. <ul><li>Dabur's Real is the market leader with 60% share. </li></ul><ul><li>On second place Pepsi's Tropicana (33%). </li></ul><ul><li>In the fruit-based drinks category, Coca-Cola's MAZZA is the leader. </li></ul><ul><li>After MAZZA Parle's Frooti and PepsiCo's Slice. </li></ul>
  55. 56. For purchasing tie-up with farmers <ul><li>Perhaps, one of the biggest beneficiaries of this growth is the Indian farmer, because of the integration of backward linkages by cola companies to purchase processed fruit. While Coca-Cola is working with farmers in Andhra Pradesh and Maharashtra </li></ul><ul><li>PepsiCo has tied up with Punjab Agri Export Corp, a state-owned enterprise, to cultivate citrus fruits, particularly oranges, for its Tropicana brand. </li></ul>
  56. 57. <ul><li>One of the most visible battle fronts in India's cola wars is celebrity endorsements, and Pepsi and Coke have rolled out the biggest categories of celebrities in the country, film stars and cricketers, signed up as brand ambassadors at humongous cost. </li></ul>
  57. 58. <ul><li>. The Coke-Pepsi rivalry is so intense that there is a fight to win ad space at every shop, bus-stop stall and roadside eatery. </li></ul><ul><li>Top film stars Kareena Kapoor, Shahrukh Khan, Aishwarya Rai, Amitabh Bachchan, Rani Mukherjee, Priyanka Chopra, Akshya Kumar, Aamir Khan and cricketers Rahul Dravid, Sachin Tendulkar, Virender Sehwag, Irfan Pathan and many more have been offered contracts that are sometimes worth more than their earnings from films or cricket. </li></ul>
  58. 59. <ul><li>, Aamir Khan's contract for Coca-Cola is worth more than $4 million over three years. </li></ul><ul><li>For that money, Aamir sets aside a few days every year for the commercials. </li></ul><ul><li>Shahrukh Khah, who rivals Aamir in the movies, charges a similar amount for Pepsi, while among the ladies, Aishwarya Rai leads with more than $2 million. </li></ul><ul><li>Coca-Cola is reported to have roped in the maximum number of 15 celebrities, followed by eight for Pepsi. </li></ul>
  59. 60. Adding new feature after distribution research <ul><li>In 2006,Coca-Cola India launched small 200-milliliter cans priced at Rs5 (11 cents). Pepsi responded by lowering the price of its 300ml can from Rs8 to Rs6. </li></ul>
  60. 61. <ul><li>The cola companies are feeling many explored market. The cola companies have reason to feel that the Indian market remains largely untapped. India's per capita consumption of cola is quite low at 10 servings per year, while Pakistanis and Sri Lankans drink 25 and 30, respectively. </li></ul><ul><li>So soft drink companies are giving stress on distribution research to reach unexplored markets </li></ul>
  61. 62. <ul><li>They are giving stress on advertisement campaign and commercials </li></ul><ul><li>In first stage of the soft drink they advertised through Print ads, but later they shift to TV ADS from print media. </li></ul><ul><li>Soft drink companies later started making tie-ups with SHOPS, RETAIL STORES and MOVIE THEATRE to find place for their ad campaign. </li></ul><ul><li>India's total advertising market (print plus TV) is more than $2.5 billion, with print ads accounting for 45% of the total. </li></ul>
  62. 63. <ul><li>In terms of TV advertising the carbonated-soft-drinks category grew by 50% in 2006 over 2005, with the major share going to Pepsi. However, print advertising in 2006 dipped by 23% from 2005. </li></ul><ul><li>Pepsi continued to be the highest spender. </li></ul>
  63. 64. JOHNSON “CHIEF EXECUTIVE” <ul><li>“ Make it impossible for the consumer to escape from COCA COLA”. </li></ul><ul><li>No mission is not to reach nationally, it had already been done but “TO STAY AT TOP”. </li></ul>
  64. 65. POSITIONING <ul><li>The basic goal of Coca-Cola advertising was to make customers think of Coca-Cola when thirsty and to assure them that the beverage would satisfy their thirst better than any other liquid. </li></ul><ul><li>“ Coca-Cola Is a Delightful, Palatable, Healthful Beverage. It Relieves Fatigue and Is Indispensable for Business and Professional Men Students, Wheelmen and Athletes. Relieves Mental and Physical Exhaustion and, Is the Favorite Drink for Ladies When Thirsty, Weary, Despondent.” </li></ul>
  65. 66. Age wise division of Different drinks   Age Group Cola drinks Other soft drinks Other beverages Under 25 51.54 17.43 31.03 25-34 46.65 21 32.35 35-44 35.34 32.3 33.36 45-54 27.94 36 36.06 55-64 23.27 33 43.73 65 & above 24.42 26.38 50.2