Description
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in every country except Cuba and North Korea.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944).
PROJECT REPORT ON SOFT DRINK MARKET IN INDIA BY RISHI KUMAR SRIVASTAVA SECTION B ENROLLMENT: 08BS0002456
SOFT DRINK
Page 1
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 All foods and beverage can fit into diet balanced proportion.
SOFT DRINK
PEPSI
10 FL OZ ( 300ml) 150 34.5 2 Rs 10 We offer beverages that
PRODUCT CLAIMS
healthy resorts to the customer’s when expectations and make it to lead healthier lives.
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consumed in appropriate more enjoyable for them
TARGET CONSUMER DISTRIBUTION BRAND POSITIONING
Children, adults, younger People from younger generation and sports generation, sports celebrities Grocery stores, personality and celebrities personalities and Grocery stores, retail retail
stores, shops etc. malls, shops etc. Sweetened carbonated Sweetened carbonated drink 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 Various events such as cricket matches, movies, trade faires, college fests etc. Company produces syrup concentrate which it sells to bottlers through out the world
PEPSI
Pepsi Co Not disclosed 324.58 million (globally) Pepsi, Diet Pepsi Indra K Nooyi (CEO) None Through retail malls, grocery shops, organized and unor Sports events, trade faires,college fests etc. Contains carbonated water,high fructose corn syrup,sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavours
SPONSORSHIP
PRODUCTION
SOFT DRINK
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FOUNDER
Originated in 1886 in US by Dr.John S Pemberton
Originated in North Carolilna by a young pharmacicist New Bern 4500 30.8% Shah Rukh Khan, Sachin Tendulkar, Mahendra Singh Dhoni 15( company owned), 28( franchise owned)
EMPLOYMENT MARKET SHARE BRAND AMBASSADOR NUMBER OF BOTTLING PLANTS
6000 42.7% Aamir Khan, Hritik Roshan
26( company owned), 14 (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 world’s premier consumer products company focused on convenient foods and beverages.
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.
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.
SOFT DRINK
Page 5
SOFT DRINK
Page 6
doc_392366270.pdf
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in every country except Cuba and North Korea.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944).
PROJECT REPORT ON SOFT DRINK MARKET IN INDIA BY RISHI KUMAR SRIVASTAVA SECTION B ENROLLMENT: 08BS0002456
SOFT DRINK
Page 1
SOFT DRINK
Page 2
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 All foods and beverage can fit into diet balanced proportion.
SOFT DRINK
PEPSI
10 FL OZ ( 300ml) 150 34.5 2 Rs 10 We offer beverages that
PRODUCT CLAIMS
healthy resorts to the customer’s when expectations and make it to lead healthier lives.
Page 3
consumed in appropriate more enjoyable for them
TARGET CONSUMER DISTRIBUTION BRAND POSITIONING
Children, adults, younger People from younger generation and sports generation, sports celebrities Grocery stores, personality and celebrities personalities and Grocery stores, retail retail
stores, shops etc. malls, shops etc. Sweetened carbonated Sweetened carbonated drink 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 Various events such as cricket matches, movies, trade faires, college fests etc. Company produces syrup concentrate which it sells to bottlers through out the world
PEPSI
Pepsi Co Not disclosed 324.58 million (globally) Pepsi, Diet Pepsi Indra K Nooyi (CEO) None Through retail malls, grocery shops, organized and unor Sports events, trade faires,college fests etc. Contains carbonated water,high fructose corn syrup,sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavours
SPONSORSHIP
PRODUCTION
SOFT DRINK
Page 4
FOUNDER
Originated in 1886 in US by Dr.John S Pemberton
Originated in North Carolilna by a young pharmacicist New Bern 4500 30.8% Shah Rukh Khan, Sachin Tendulkar, Mahendra Singh Dhoni 15( company owned), 28( franchise owned)
EMPLOYMENT MARKET SHARE BRAND AMBASSADOR NUMBER OF BOTTLING PLANTS
6000 42.7% Aamir Khan, Hritik Roshan
26( company owned), 14 (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 world’s premier consumer products company focused on convenient foods and beverages.
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.
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.
SOFT DRINK
Page 5
SOFT DRINK
Page 6
doc_392366270.pdf