WESTERN BEVRAGES PVT LTD

COMPANY PROFILE
Western

Beverages Pvt. Ltd. is a Company incorporated in the year 1996 it started its operations as a franchise of Cadbury Schweppes India Ltd to 2000 the company also manufactured Bisleri Club Soda 2000 Cadbury Schweppes sold its brand to Coca Cola

Initially

Between1998

In

Marketing Mix Products & Packaging - Brand Taan has Carbonated Soft Drinks, Soda and Packaged Drinking Water under its banner

CONTD.

PROMOTION:

Print media: - at present they advertise on local Newspaper Herald and Gomantak times the rates are charged according to the columns and centimetres for example

CONTD..
Runners are charged per display Audio/ Video are charged per times At present Goa365 charges Rs 7500 per month for 60 Runners per day

PRICE

COMPETITORS PRICE OF PACKAGED DRINKING WATER

CONTD..

PLACE

The Company is strategically poised to make "Twist" a national brand. It is currently launched in Goa, Bangalore, Mysore, Chennai, Hyderabad, Jaipur , Agra, New Delhi and state of Kerala

PORTERS FIVE FORCES

Threat of competitors: Is high Threat of Substitutes: Is high Bargaining power of suppliers is low

Bargaining power of buyers: Is high Threat of entrant: Is low

WESTERN BEVERAGE CHANNELS OF

DISTRIBUTION

HOW SEASONALITY AFFECTS BEVERAGE INDUSTRY

MANUFACTURING FACILITY AT CUNCOLIM, GOA FACTORY VIEW

CONTD..

The manufacturing plant works 8hour a day At normal speed they can produce 18000/36000 pet bottles and 40000/72000 glass bottles per day

At present they have 24 permanent employees in a factory besides these there are Helpers, Loaders who work on contract basis.
All the employees working in a production process are required to wear the uniform, slippers, caps, mask and gloves before entering the plant

WATER AND SUGAR PURIFICATION PLANT

PACKED DRINKING WATER PLANT

In this plant only packed drinking water is produced This plant can produce 30 to 40 bottles per minutes that is 200 boxes per day. Three people supervises the entire process in this plant

LABORATORY PLANT

24-24-8 Rinser Filler Capper German Technology Machine This machine can fill 150 to 170 pet bottles per minute and 240 glass bottles per minute

CONTD

They use Ink Jet Printer for putting the MRP price, manufacturing date, Batch No on the bottles.

A coloured cardboard box cost Rs 14 whereas without coloured Rs7

SWOT ANALYSIS
STRENGHT

WEAKNESS

Unique flavor Increasing market share

Attractive Packaging

Communication gap between Distributor & Retailer No schemes on soft drinks and packed drinking water No presence in non carbonated beverage segment Big market share gap in packed drinking water between coke, Pepsi &other local players

Excellent Product Quality

Experienced manpower National presence

CONTD.. OPPORTUNITY
Tie up with local restaurant & retail companies
Come up with non carbonated product Attractive schemes for shopkeepers like display racks, freezers Increase number of distributors & give them sales target on monthly basis Improve customer relationships with factory outlets Offer Coupon programs like under the crown scheme and offer gifts

THREAT

Change in taste and preferences

Increasing competition from local players and established players

Improve profit margin on packed drinking water

HR PERFORMANCE AND POLICIES

Incentives & schemes: -For every migrant labour food, transport& accommodation facilities are provided by company free of cost For all employees Provident fund Employee state insurance policy Gratuity with LIC where premium is paid by Co Leave travel concessions for every 3 years Encashment of leave Bonus in form of extra one month salary

MODEL MARKET
Task details are as follow Identify the buyer: For non buyers: Display & Signage

RECOMMENDATIONS
Tie up with local restaurant & retail companies Attractive schemes for shopkeepers like display racks, freezers Increase the availability of Taan products in rural areas like Balli and Betul Give sales targets to existing distributor Improve customer relationships with Direct Store facilities For getting market share sponsor college and schools cafes Offer Coupon programs like under the crown scheme

CONTD..
Improve profit margin on packed drinking water for shop keeps Come up with non carbonated Target family homes with new Taan 1ltr or 1.5ltr Orangeade & Lemonade

CONCLUSION

In a developing country like India where population growth of middle class is increasing with rise in their income level a company like Western Beverages will need to keep an eye on growing consumer need for quality and variety with new innovative products Beside this ensured product availability in retail market with flexible service and cost effective channel of distribution, will be vital to the success of Western Beverages in coming years

REFERENCES
www.westernbeveragespvtltd.com (official website of western Beverages Pvt Ltd) http://www.oppapers.com/essays/Soft-DrinkIndustry/564966