DIGITAL MARKETING OF BEVERAGE INDUSTRY

1. Digital Marketing
PRESENTED BY:
HIMANI
Beverage Industry

2. Beverage Industry
• Aerated drinks are drinks that are filled with
carbon and nitrogen
• All these carbonated drinks contain ingredients
such as artificial sweeteners, caffeine,
preservatives, flavor, color, fruit extract etc.
• drinks can be further classified into orange, Lime,
Cola flavored drinks
• Revenue in the Soft Drinks segment amounts to
US$3,619m in 2019. The market is expected to
grow annually by 9.6% (CAGR 2019-2021).
• The average per capita consumption of India
stands at 4.3L in 2019.
• In global comparison, most revenue is generated in
the United States (US$99,682m in 2019).

3. Beverage Industry
Revenue :

4. Beverage Industry
Volume :

5. Coca-Cola
4,35,130
Global rank
Category: Food and Beverages
Mountain
Dew
4,02,412
Thumbs up
4,35,130
Sprite
2,88,508
Appy Fizz
5,274,644
PEPSI
1,24,931

6. Country Rank
Category: Food and Beverages
COKE
26,199
PEPSI
64,180
Mountain
Dew
141,365
Thumbs up
26,199
Sprite
52,305
Appy Fizz
2,493,987

7. Total Visit
Category: Food and Beverages
Coca-Cola
88.66K
PEPSI
488.22k
Mountain
Dew
.106
million
Thumbs up
88.66K
Sprite
152.46k
Appy Fizz
NA

8. Average Duration
Category: Food and Beverages
COKE
1.33 min
PEPSI
44 sec
Mountain
Dew
58 sec
Thumbs up
1.33 min
Sprite
1.2 min
Appy Fizz
NA

9. Pages per Visit
Category: Food and Beverages
COKE
2.15
PEPSI
1.74
Mountain Dew
3.06
Thumbs up
2.15
Sprite
2.47
Appy Fizz
NA

10. Bounce Rate
Category: Food and Beverages
Coca-Cola
55.42%
PEPSI
80.35%
Mountain
Dew
51.1%
Thumbs up
55.42%
Sprite
69.7%
Appy Fizz
NA

11. Website Grader
Overall performance
COKE
82
APPY FIZZ
59
THUMS UP
82
MOUNTAIN
DEW
82
SPRITE
89
PEPSI
62

12. Website Grader
Performance : Scored over 30
COKE
22
APPY FIZZ
14
THUMS UP
22
MOUNTAIN
DEW
22
SPRITE
19
PEPSI
27

13. Website Grader
Mobile : Scored over 30
COKE
30
APPY FIZZ
30
THUMS UP
30
MOUNTAIN
DEW
30
SPRITE
30
PEPSI
15

14. Website Grader
SEO : Scored over 30
COKE
20
APPY FIZZ
15
THUMS UP
20
MOUNTAIN
DEW
20
SPRITE
30
PEPSI
10

15. Website Grader
Security : Scored over 10
COKE
10
APPY FIZZ
0
THUMS UP
10
MOUNTAIN
DEW
10
SPRITE
10
PEPSI
10

16. Comparison of Facebook
107.37m
LIKES
2.3m
LIKES
Coke
Mountain
Dew
Pepsi
105.34m
LIKES
141.66m
LIKES
Sprite Thums Up
37m
LIKES
241,548
LIKES
Appy Fizz

17. Comparison of Twitter
3.3m 564k 3.7m
296k 11.7k
Coke Mountain
Dew Pepsi
Sprite Thums Up
Number of followers:
8,672
Appy Fizz

18. Comparison of Twitter
275,600
TWEETS
31,400
TWEETS
95,900
TWEETS
295,600
TWEETS
1,43,000
TWEETS
Coke Mountain
Dew
Pepsi
Sprite
Thums Up
Total number of tweets:
856
TWEETS
Appy Fizz

19. Comparison of YouTube
3,397
VIDEOS
316
VIDEOS
2,460
VIDEOS
765
VIDEOS
85
VIDEOS
Coke
Mountain
Dew
Pepsi
Sprite Thums Up
Total videos uploaded:
21
VIDEOS
Appy Fizz

20. Comparison of YouTube
3.3m
SUBSCRIBERS
Coke
Mountain
Dew
Pepsi
Sprite Thums up
Total subscribers:
133k
SUBSCRIBERS
336k
SUBSCRIBERS
626k
SUBSCRIBERS
146k
SUBSCRIBERS
Appy Fizz
8.61k
SUBSCRIBERS

21. Comparison of Instagram
174
POSTS
Total Number of posts:
662
POSTS
457
POSTS
997
POSTS
155
POSTS
Coke Mountain
Dew
Pepsi
Sprite
Thums Up
91
POSTS
Appy Fizz

22. Comparison of Instagram
2.7M
FOLLOWERS
Total Number of followers:
Coke
Mountain
Dew
Pepsi
Sprite Thums Up
425k
FOLLOWERS
1.6M
FOLLOWERS
942k
FOLLOWERS
5.1k
FOLLOWERS
8.69k
FOLLOWERS
Appy Fizz

23. Digital Marketing Campaigns
Coca-Cola
• “We Do” campaign(2018): Highlighted its heritage for 132 years.
• “Love Story”(2017): Depicted two plastic bottles falling in love over
and over again – all thanks to the magic of recycling.
• ‘Taste the Feeling’ campaign(2016) – Update to its previous ‘Open
Happiness’ tagline.
• #ThatsGold campaign: In Rio 2016 Olympics designed to celebrate the
feeling that comes with accomplishing something great – no matter
how big or small.
• ‘Move To The Beat’(2012): Music as the critical element of the
storytelling and achieved 245 million search impressions, 461,000 clicks
and a CTR of 0.2%.
• Small World Machines campaign(2015): Invited the people of India
and Pakistan to join the campaign with the help of technology to share
a simple joy and moment of connection. The campaign received more
than 3.3 million views on YouTube, reached more than 42,000 views
and 294 shares on Facebook's Mad Over marketing page.

24. Pepsi
• “LIVE FOR NOW” was the first global campaign launched
by the company in 2012 to embody with a pop-culture-
focused campaign. This campaign was launched in order to
build a global positioning of the brand.
• “Har Ghoont Mein Swag” is one of the latest campaign
launched by the company , in this the company mainly
targeted the consumers belonging in the age group of 18
and 24 years. So that pepsi will further amplify the concept
of swag through its packaging which will carry the new
symbol. The film highlighted how millennials are taking on
the arbitrary rules imposed on them with a hint of swag.
Tarun Bhagat, director-marketing of Pepsico India said that
“Indian youth has never been more confident and
aspirational as they are now but at the same time , they are
effortless and armed with self-belief.”

25. Sprite
#RFRSH Na Lata:
The campaign “RFRSH na lata” which translates to “refresh
on the can”, Sprite printed the Snapchat codes of celebrities
and everyday Snapchat users on the cans as a touch point
for consumers to explore new content.
Results:
• The campaign was a great success in India and caused a
surge in the number of Sprite’s snapchat followers
• Sprite saw 2 million views on its Snapchat account in a few
days
• Over 500 people entered their Snapchat codes to be in
with the chance of having their profile on sprite cans

26. Mountain Dew
(Dimensionalising the moment of fear)
• “Daar ke Aagey Jeet Hai” Most successful campaign featuring
Hritik Roshan launched in 2013 The campaign enjoys high
salience in the Indian market.
• “Risk utha naam bnaa” One of the eminent campaigns by
Mountain dew in India launched in 2017 to inspire the nation
with stories of real Indian heroes.

27. THUMS UP
# Taste the Thunder Campaign
This has been one of the most popular campaigns for Thums Up involving
some of the top Bollywood stars. This campaign underlined the machismo
associated with the brand in an unabashed aggressive style, almost
bordering on the violent.
# Main Hoon Toofani Campaign
This is the most recent of the Thums Up campaigns that has had a fairly
long run. With Bollywood icons like Salman Khan and Ranveer Singh
featuring in the campaigns, it has been able to take the brand positioning
to a new level.
#Take Charge Campaign
The new campaign exemplifies the uncompromising attitude and
unshakeable self-belief that heroism is an opportunity in any given
situation, no matter how challenging it is.

28. APPY FIZZ
• First Campaign With Salman Khan
#FeelTheFizz campaign within a budget of Rs.100
crores, featuring its new ambassador- Salman Khan.
The assertive campaign is part of the overall strategy of
the organization targeting Rs. 5,000 Cr. brand turnover
by end of 2018, and building the Fruit plus Fizz category
to Rs. 4,000 Cr. in the coming years.
• Parle Agro Brand- Appy Fizz Takes To Instagram To
Promote UGC Campaign #Artoffizz
The brand collaborated with celebrity chefs, publishers
and bloggers across genres to fetch mass appeal for
contest. Users had to upload photos of the Appy Fizz
creation paired with food or cocktails and use hashtags-
#ArtOfFizz and #FeelTheFizz.

29. Conclusion
THE BEST DIGITAL MARKETER-
• SOCIAL MEDIA PARTNERSHIP: SOFT DRINKS AND BINGE-WATCHING GO
HAND IN HAND: COCA-COLA & STRANGER THINGS
• TOPS ON ALL SOCIAL MEDIA PLATFORMS: FACEBOOK, INSTAGRAM,
INSTAGRAM
• DIRECT ENGAGEMENT WITH FANS
• VARIOUS DIGITAL CAMPAIGNS
• ACCEPTING SOCIAL CHALLENGES: ICE BUCKET CHALLENGE
• ACTIVE ON PLATFORMS: TUMBLR, PINTEREST, LINKEDIN, YOUTUBE,
GOOGLE+

30. Thank
you !!!
ANY