ujjwal

BEVERAGE
Submitted By : Ajesh Dubey
Akash Bali
Akshay Wazir
Amandeep Kaur

HISTORY
Pepsi was first introduced as "Brad's Drink" in New
Bern, North Carolina,United States, in 1893 by Caleb
Bradham, who made it at his drugstore where the drink
was sold.
 It was later labeled Pepsi Cola, named after the
digestive enzyme pepsin and kola nuts used in the recipe.
The original recipe also included sugar and vanilla.
Bradham sought to create a drink that was appealing
and would aid in digestion and boost energy.

1919 newspaper ad for PepsiCola

INDIAN BEVERAGES
MARKET
 The soft drink market such as carbonated beverages and
juices constitutes around USD 1 billion producing 284
million crates per year.
 In the peak season, the consumption capacity reaches 25
million creates per month and during off season the same
goes down to 15 million crates in a month.
 Pepsi and Coca cola are the two leading brands in the
Indian market.

 PepsiCo entered India in 1989 and in a short period, has grown
into one of the largest food and beverage businesses in the
country.
One of the largest US multinational investors in the country
supported by 38 beverage plants and 3 food plants.
PepsiCo and its partners recently announced an additional
targeted investment of Rs. 33,000 Crore in India by 2020
 PepsiCo India’s diverse portfolio includes iconic brands like Pepsi,
Lay’s, Kurkure, Tropicana, Gatorade and Quaker. In two decades,
the company has been able to organically grow eight brands that
generate Rs. 1000 crores or more in estimated annual retails sales

Foods
Cheetos
Kurkure
Lay’s
Lehar Namkeen
Quaker Oats
Uncle Chipps

BEVERAGES
7UP
Aquafina
Duke'
Gatorade
Mirinda
Mountain Dew
Nimbooz
Pepsi
Slice
Tropicana

PEPSI DISTRIBUTORS IN
JAMMU
 UMA DRINKS,CHATTHA
 CHANDER DISTRIBUTORS,GANGYAL
 SANJAY TRADERS,NARWAL

GENERAL MARKETING
STRATEGY
 BOTTLE OPENERS
 UMBRELLAS
 DECORATIVE LIGHTS OUTSIDE RETAIL
OUTLETS OF MAJOR RETAILES
 GLOW SIGN BOARDS

PEPSI JAMMU MARKET SHARE
IN 2009 & 2014

Diwali ,a period for brands to come up with innovative campaigns
that stand out and capture the attention of consumers.
Over the years, many brands have tried to touch the emotional
corner of their audience but very few have succeeded.
In this context, Pepsi & Kurkure’s latest GharWaliDiwali is a
great example for other brands onhow to strike an emotional
chord with the audience

 PepsiCo’s new digital film brings back the joy of
GharWaliDiwali
 In an always connected world, Director Vikramditya
Motwane captures the significance of a Diwali at
home
 PepsiCo’s new film brings families closer with a
reminder of the joy of a GharWaliDiwali

Kurkure added a festive twist with Limited Edition Diwali Gift
Packs designed by Manish Arora.
For the first time ever, the limited edition gift packs online could
also be purchased.

 Youth mein confidence hai boss!
 Pepsi’s campaign reflects young India’s
confidence in the face of pressure

OFFER’S
 Attractively priced at
Rs. 100/-, the pack
comprises of 5 bottles
of Nimbooz (350 ml
each) and 3 beautifully
decorated diyas to light
up the festive season
of Diwali

OFFER’S
Range of attractively designed gift
packs. With innovative gifting options
for popular brands such as Pepsi, Slice,
Tropicana, Tropicana 100%, Mirinda and
Mountain Dew
www.pptmart.com

 Jai Beverages Pvt Ltd,Jammu,Pepsi Plant, the
largest PEPSI plant in PEPSI system, in
Jammu(franchise bottling operations of
Pepsico) at EPIP or Kala Gate - Bari
Brahmana,Jammu .
 This is one of the plants of JAIPURIA Group
and owned by Mr. Anurag Jaipuria

MARKETING STRATEGY
DURING FESTIVE SEASON IN
JAMMU
 DISPLAY OF BILLBOARDS AT RETAILERS
 SUPPLY OF SPECIAL GIFT PACKS
 AWARENESS OF RETAILERS ABOUT
SCHEMES LAUNCHED AT NATIONAL
LEVEL
 TARGETING YOUTH HANGOUTS LIKE
COLLEGE CANTEENS,MOVIE
THEATERS,MALLS, ETC.

CONTENTS
1) Introduction
2) Company Profile
3) Parle Agro Main Distributors in Jammu
4) Marketing Offers During Festive Seasons
5) Hoardings, Billboards and Posters

INTRODUCTION
 Parle Agro is an Indian private limited company that owns
several popular brands including Frooti, Appy, LMN, Hippo and
Bailey.
 Several Parle soda brands including Citra, Thums Up, Limca,
Gold Spot and Maaza were sold to Coca Cola in 1993 for a
reported $40 million.
 At the time of sale, the Parle brands together had a 60%
market share in the industry.

COMPANY PROFILE
 It is owned by the Chauhan family of Vile Parle, Mumbai.
 Parle Agro, led by Prakash Chauhan and his daughters Schauna,
Alisha and Nadia (owner of the brands such as Frooti, Appy,
Bailey and Bisleri)
 Frooti, the first product rolled out of Parle Agro in 1985,
became the largest selling mango drink in India.

Parle Agro Main Distributors
in Jammu
 1. A.G. Enterprises, Plot No. 31, Yard no. 6, Transport Nagar,
Narwal, Jammu-180001
 2. A.M. Enterprises, Rampura, Navi Basti, Last Morh,
Gandhinagar, Jammu-180004
 3. Anjali Traders, Near Subash Stadium, Housing Colony,
Udhampur-182101
 4. Durga Enterprises, Jakhaini, Railway Station Road,
Udhampur-182101

Marketing Offers During
Festive Seasons
 Frooti gift packs FROOTI FESTIVITIES
This year Parle Agro is giving its consumers a variety of options
within the Frooti gift pack range. The Frooti Festivities gift
packs are available in the 200ml Tetra Pak and for the North
Indian Markets in 400ml, 500ml & 1.2L Pet bottles in a price
range of Rs 75/- to Rs 150/-.

Frooti gift packs FROOTI
FESTIVITIES
 Pack for Rest of India:
 Frooti Festivities- 200 ml Tetra - Rs 75
 Packs specially for J&K, HP, Punjab, Haryana &
Rajasthan
 Frooti Festivities- 200 ml Rs 150
 Frooti Festivities- 500 ml - Rs 100
 Frooti Festivities- 1200 ml - Rs 105
 Gift Pack Frooti & Appy 400 MLRs 75

Appy Fizz gift packs
THE FESTIVE-ALL BOX
 The Appy-Grappo Fizz
Festive-all Box pack comes
in 2 pack sizes:
 300ml (2 Appy Fizz + 2
Grappo Fizz) at Rs. 75
 500ml (2 Appy Fizz + 2
Grappo Fizz) at Rs. 100

Appy Fizz Classic
'Classic Compliments'
 Appy Fizz Classic celebrated Diwali this year with the elegant
'Classic Compliments' pack. Classic Compliments comes in two
elegant packs:
 Classic Compliments - 6 packs of 200ml Tetra, priced at Rs. 65
 Classic Compliments - 12 packs of 200ml Tetra, priced at Rs. 125

Appy Fizz & Grappo Fizz
'Gift a Party'
 The 'Gift a Party' pack
comes in the following units:
 Appy-Grappo 300ml pack -
3 bottles each of Appy Fizz
& Grappo Fizz, priced at Rs.
125
 Appy-Grappo 500mlpack - 3
bottles each of Appy Fizz &
Grappo Fizz, priced at Rs.
165

Hoardings, Billboards
and Posters

HHIISSTTOORRYY OOFF AAMMUULL
 Amul (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India.
 It is managed by Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF).
 AMUL is based in Anand, Gujarat and has been a sterling
example of a co-operative organization's success in the long
term. The Amul Pattern has established itself as a uniquely
appropriate model for rural development.
 Amul has spurred the White Revolution of India. It is also the
world's biggest vegetarian cheese brand.

RREEAASSOONNSS FFOORR SSUUCCCCEESSSS
Robust Supply Chain
The vast and complex supply chain Hierarchical network of cooperatives
Stretches from small suppliers to large fragmented markets
Low Cost Strategy
Amul adopted a low-cost price strategy to make its products
affordable and attractive to consumers by guaranteeing
them value for money
Diverse Product Mix
Amul Butter, Milk Powder, Ghee,
Amulspray, Cheese, Chocolates,
Shrikhand, Ice cream,
Nutramul, Milk and Amulya
Strong Distribution Network
Amul products are available in over 500,000 retail outlets across
India through its network of over 3,500 distributors.
47 depots with dry and cold warehouses to buffer inventory of the
entire range of products.
Technology and e-initiatives
New products
Process technology
Complementary assets to enhance milk production
E-commerce.
Success!!

FFAACCTTSS
Members: 17 district cooperative milk
producers' Union
No. of Producer Members: 3.23 million
No. of Village Societies: 17,025
Total Milk handling capacity: 23.2 million liters per day
Milk collection (Total - 2013-
14):
4.79billion liters
Milk collection (Daily Average
2013-14):
13.18 million liters
Cattlefeed manufacturing
capacity:
6190 Mts. per day
Sales Turnover(2013-14): Rs.18143crore (US $ 3.0 Billion)

SSWWOOTT AANNAALLYYSSIISS
Weaknesses
•Risks of highly complex supply
chain system
•Strong dependency on weak
infrastructure
•Alliance with third parties who do
not belong to the organized sector
Opportunities
•Penetrate international markets
•Diversify product portfolio to
enter new product categories and
expand existing categories like
processed foods, chocolates etc
Threats
•Competitors - Hindustan Lever,
Nestle and Britannia
•Still competition from MNCs in
butter
•Growing price of milk and milk
products
•Ban on export of milk powder
Strengths
•Largest food brand in India
•High Quality, Low Price
•World's Largest Pouched Milk Brand
•Annual turnover of US $1504 million
•Highly Diverse Product Mix
•Robust Distribution Network

LOCATION
 Head Office:
Gujarat Cooperative Milk Marketing Federation,
PO Box 10, Amul Dairy Road, Anand 388 001, Gujarat, India
Phone No: (+91) (2692) 258506, 258507, 258508, 258509
Fax No: (+91) (2692) 240208, 240185
Email: icecream@amul.coop
 Amul Store Location:
No.335,sector 5,panchkula
Chandigarh-134115
Shop No.3,Shiv Shakti Complex Baner Pune

AMUL IN J&K:
 Dairy Plant Location In Jammu And Kashmir:
GCMMF LTD,Jammu
Rakhraj Pura Purmandal Road
P.B.Birpur,B.D.Bari Jammu 181133
Phone:(0191)2481534/2481535
Fax:(0191)2481535
Email:Jammu@amul.coop
GCMMF LTD Srinagar
M/S Bhat & Co.
Near Railway Bridge, Wanabal
Nowgam Bye Pass,Srinagar J&K-190015
Phone:0990662282 E-mail:Srinagar@amul.coop

 AUTHORISED DISTRIBUTOR:
R.S.Enterier
Old Head Post Office Building, Jammu HO,
Pacca Danga,Jammu – 180001
Phone: 9419123825, 9906164642
 AUTHORISED DEALER:
J.B.B.N.Co.
Gole Market Gandhi Nagar ,
Jammu.
Phone:9017732134

AADDVVEERRTTIISSEEMMEENNTTSS
 AMUL is well known for its innovative hoardings. Find below a
few:

OFFERS AND
DISCOUNTOFFERED
BY AMUL ON FESTIVAL
SEASON
www.pptmart.com

MMIIXX…… PPRROODDUUCCTT FFOORR
EEVVEERRYY OONNEE
 Amul never forgot its “primary customer”
- Amul collects 447,000 ltrs of milk from
2.12 million farmers (many illiterate)
 Product for youth
- Amul launched Chocolate milk under brand
name of ‘Amul Kool Koko’ targeting the
youth
 Product for diabetic people
- India’s First Pro-Biotic Wellness Ice
cream & Sugar Free Delights For Diabetics

MMIIXX…… PPRROODDUUCCTT FFOORR
EEVVEERRYY OONNEE
 Product for the health conscious
- Amul Launched “low fat, low
cholesterol bread spreads”
 Product for the price sensitive India
- Low Priced Amul Ice Creams and
affordable ‘sagar’ whitener
 Product for the urban class
- Amul launched emmental, gouda
and pizza mozzarella cheese

Amul –– PPrroodduucctt PPoorrttffoolliioo
Category Market Share Market Position
Butter, Ghee 85% 1
Milk Powder 40% 1
Cheese 50% 1
Ice-cream 24.75% 2
Sweets 50% 1
Chocolate Drink 90% 1
Chocolate 10% 3

CONTENT
 INTRODUCTION
 LOCATION
 DISTRIBUTORS IN JAMMU
 OFFERS AND DISCOUNT OFFERED
BY COCA COLA ON FESTIVAL SEASON
 COCA-COLA LAUNCHES SUGAR-FREE
SOFT DRINK 'COCA-COLA ZERO‘
 FACTORS EFFECTING SALES
 SWOT ANALYSIS
 ADVERTISEMENT

INTRODUCTION
 An American multinational beverage corporation and
manufacturer, retailer and marketer of non-alcoholic beverage
concentrates and syrups
 Headquartered at Atlanta, Georgia-USA
 The company manufactures and markets leading beverage
brands like

LOCATION
 Head Office In INDIA
Enkay Tower, Industrial Area,
Udyog Vihar Phase 5,
Gurgaon 122001.
Phone Number - (0124) 2348041
Fax Number - 2348654, 2348655
Email id - www.coca-colaindia.com
 Coca_Cola Jammu
Plant
IFCA Bottling Company Ltd,
47-50 A Indstrial Extension
Area, Gangyal
Jammu - J&K

DISTRIBUTORS IN JAMMU
 Sai Enterprise --- Rehari
 Mahajan Soft Drink ---
Jewel
 R . K Enterprise ----
Shastri Nagar
 AYAN Cold Drink ----
Narwal

OFFERS AND DISCOUNT OFFERED
BY COCA COLA ON FESTIVAL
SEASON
 FOR CUSTOMERS :

OFFER’S
Coca cola introduced online order on minimum
amount Rs 99 ... For a limited period 5th Oct To
5th Nov 2014

OFFER’S
 Free Recharge Card
ON Purchase of :-
2 litre coke (3) ... Rs 20
1.2 litre coke (4) ... Rs
25
 ON purchase of coca
cola product ... They
give free prizes like
money etc
Can ( 300ml )

OFFER’S
 FOR RETAILERS
On purchase of :-
9 bottle of 2 lt get one
kinley bottle free
12 bottle of 1.2 lt get one
bottle of 1.2 lt free
20 packs of gift of 300ml
Can (having 6 pic’s ) get
extra 3 % OFF

OFFER’S
CONCEPT : WHAT
COLD THEY SOLD
Coca cola provided
their freezers in the
market free of cost
Condition : On
purchase of a product
of Coca cola of
amount Rs 5000.

OFFER’S
 FOR
DISTRIBUTORS
 Profit Margin : - 2-3%
 Extra Bonus to maximum target achievers :-
Bonus like money , t.v , refrigetor , trip etc

COCA-COLA LAUNCHES SUGAR-FREE
SOFT DRINK 'COCA-COLA ZERO'
 Its strategy to make India
its fifth largest market by
2020.
 Available in 300 ml slim
cans(Rs 30), 400 ml PET
bottles and 600 ml PET (Rs
35).

FACTORS EFFECTING
SALES
 Per capita income
 Competitors
Pepsi Co.-Pepsi, Slice,
Dew, Mirinda , Tropicana
Juice, Lipton Tea Nestlé-
Nestea and other Milk
Related Products , Dabur-
Real Fruit juice
 Weather
 In India, Coca Cola
and Pepsi hold a
market share of 95%
of which coca cola has
60.8% the rest
belongs to Pepsi

ADVERTISEMENT
 "Chhoti ho ya
badi, har khushi
mein Coca-Cola!"

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