PROJECT REPORT ON SOFT DRINK MARKET IN INDIA BY RISHI KUMAR SRIVASTAVA SECTION B ENROLLMENT: 08BS0002456

SOFT DRINK

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This project concisely describes the various marketing strategies being adopted by the soft drink industry especially Coke and Pepsi.Soft drink industry throughout the world is dynamic and this is espoused by the fact that each and every industry is competing in order to gain as much market share as possible. The comparison between the two soft drink giants Coke and Pepsi is done by virtue of Differential competitor advantage analysis and Expected future strategies. Let us see as to how these giants are performing in this insidious globalization.
COMPETITOR CAPABILITIES MATRIX FOR SOFT DRINK INDUSTRY

In the table below, two soft drink industries are taken and critical analysis is done between them. To analyze competitor capabilities information is divided into five categories considering its ability to conceive, market and produce and players are rated accordingly. This comparison forms basis for differential competitor advantage analysis.

COKE FEATURES:
Bar weight Calories Carbohydrates (gm) Flavors (numbers) Price/bottle 10 FL OZ ( 300ml) 121.25 33.75 2 Rs 10

PEPSI

10 FL OZ ( 300ml) 150 34.5 2 Rs 10

PRODUCT CLAIMS

All foods and beverage We offer beverages that can fit into diet healthy resorts to the customers when expectations and make it

balanced

consumed in appropriate more enjoyable for them proportion.

SOFT DRINK

to lead healthier lives.

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TARGET CONSUMER DISTRIBUTION BRAND POSITIONING

Children, adults, younger People from younger generation and sports generation, sports

personality and celebrities personalities and celebrities Grocery stores, retail stores, shops etc. Sweetened drink Grocery stores, retail

malls, shops etc. carbonated

carbonated Sweetened drink.

DIFFERENTIAL COMPETITOR ANALYSIS

COKE
PARENT COMPANY DEAL AMOUNT TOTAL SALES PRODUCTS MANAGEMENT LATEST PRODUCT DISTRIBUTION Coca Cola Company
Not disclosed 450 million ( globally) Coca Cola , Diet Coke Atul Singh (CEO) None Through retail malls, grocery shops , organized and unorganized retails Pepsi Co

PEPSI
Not disclosed 324.58 million (globally) Pepsi, Diet Pepsi Indra K Nooyi (CEO) None Through retail malls, grocery shops, organized and unor

SPONSORSHIP

Various events such as cricket matches, movies, trade faires, college fests etc.

Sports events, trade faires,college fests etc.

PRODUCTION

Company produces syrup concentrate which it sells to

Contains carbonated water,high fructose corn

SOFT DRINK

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bottlers through out the world

syrup,sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavours

FOUNDER

Originated in 1886 in US by Dr.John S Pemberton

Originated in North Carolilna by a young pharmacicist New Bern

EMPLOYMENT MARKET SHARE BRAND AMBASSADOR NUMBER OF BOTTLING PLANTS

6000 42.7% Aamir Khan, Hritik Roshan

4500 30.8% Shah Rukh Khan, Sachin Tendulkar, Mahendra Singh Dhoni

26( company owned), 14 (franchise owned)

15( company owned), 28( franchise owned)

CURRENT AND FUTURE STRATEGIES

COKE
OBJECTIVES
To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference. Product innovation and huge spending on advertisement, cross training of mangers.

PEPSI
To be the worlds premier consumer products company focused on convenient foods and beverages. More risk taking ability, rapid action with respect to changing market condition, finding new oppurtunities for new market. Product line extensions,CSR, Brand extensions, product innovations, sound R&D department to develop products as per the tastes and preferrances of the customers.

CURRENT STRATEGIES

FUTURE STRATEGIES

Extensive spending on market research in order to determine the tastes and preferrances of the customers, CSR, product innovation, adoption of green revolution, product line extensions.

SOFT DRINK

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SOFT DRINK

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