Carbonated Soft Drinks• Coca Cola and PepsiCo• Almost equal market shareMilk Based Drinks• Amul the clear market leader• More than 80% share• Mother Diary, Gagan, Nandini also presentFruit Juices and Nectars• Dabur (Flagship brand Real)• Pepsico (Tropicana)• Smaller players include Parle Agro (Frooti, Appy Fizz), Catch, Leh Berry
Extremely competitive, market dominated by Pepsico and Coke The total value of sales in this segment in the year 2011 were Rs 9200 crore The growth rate of the consumption 29% p.a.
Fast growing segment Seen as a replacement for CSDs Health consciousness increasing, prefer no preservatives, sugar free versions
Sugarcane juice is a high energy drink that is naturally sweet and healthy. Sugarcane rehydrates the body after exposed periods to heat or physical activity. Essential blood sugars and the energy required for an active and healthy lifestyle. Sugarcane juice delivers a boost of carbohydrate energy to the working muscles. Sugarcane juice is popular with sportsmen and women.
STRENGHTS WEAKNESS•INNOVATIVE AND NATURAL PRODUCTCONCEPT. •NOT SUITABLE FOR PEOPLE SUFFERING FROM DIABETES.•RAW MATERIAL AVAILABLE INABUNDANCE. OPPORTUNITIES THREATSNICHE MARKETS LIKE OPPOSITION FROM LOCAL MARKET.METROPOLITAN,TIER ONE CITES CAN BETARGETED. COMPETITION FROM EXISTING BEVERAGE COMPANIES. HIGH INCOME GROUP PEOPLE CAN BETARGETED. AN UNEXPLORED SEGMENT.
FUNCTIONALITY GREAT TASTE QUENCH THIRST FEATURES NUTRITIOUS HYGENIC CONCEPT INNOVATIVE PRODUCT CONVENTIONAL PRODUCT APPERANCE ATTRACTIVE PACKING AVAILABILITY EASY AVALABILITY
PSCHYOLOGICAL PRICING COST BASED PRICING PENENTRATION PRICING
INTENSIVE SELECTIVEDISTRIBUTION EXCLUSIVE AVAILABILITY OF THE PRODUCT COVERAGE AT THE DESIRED OUTLETS ZERO LEVEL 1 LEVEL CHANNELS 2 LEVEL MULTI LEVELPOINT OF SALE VISUAL MERCHANDISING
NEWSPAPER RADIO TELEVISION ADVERTISING HOARDINGS FLYERS/POSTERS FREE SAMPLING ROAD SHOWSSALES PROMOTION MALL PROMOTIONS TIE-UPSPERSONAL SELLING SOCIETY PROMOTIONSPUBLIC RELATIONS SPONSORING VARIOUS EVENTS