EXECUTIVE SUMMARY

Alphonso is a mango cultivar that is considered by many to be one of the

best in terms of sweetness, richness and flavor. It has considerable shelf life
of a week after it is ripe making it exportable. It is also one of the most
expensive kinds of mango and is grown mainly in Kokan region of western
India. It is in season April through May and the fruit weigh between 1!g
and "!!g each.
#on aerated Mango drinks like $rooti %&arle Agro 'o.(, )umpin %*odre+
Industries ,td(, Maa-a %'oca 'ola 'o.(, .ukes Mangola and /lice %&epsi'o
Inc.( are very popular in India. Many other local brands are also available.
Alphonso mangoes are mostly exported from 0atnagiri and sindhudurg
districts of Maharashtra.
1ere main three mango drinks giants 'oca 'ola, &epsi'o 2 &arle Agro
marketed their mango drinks i.e. Maa-a, /lice 2 $rooti respectively. India3s
mango obsession might be as old as the fruit but the business opportunities it
is creating for food processing sector is something that has never happened
before. 4hile mango drink brands like 'oca5'ola %Maa-a(, &epsi %/lice(,
.abur %0eal Mango +uice( and &arle Agro %$rooti( are promoting the
category with new marketing and advertising campaigns.
#ew capacities, driven by the mango +uice and drink segment, are being
added even as the industry consolidates itself. 6he total domestic processing
capacity for the king of fruits has gone up many times in the past two years
and now is estimated at 1,!!! tonnes per day during the season. 6he
1
demand for processed Indian mango products is growing by about 78 in
both the domestic and the export markets.
6he organised beverage market in India is ruled by mango +uices, nectars
and drinks that have about 98 of the market share: about "9 million cases
of mango5based drinks are consumed by Indians every year.
/imilarly 'oca5'ola, whose product ;Maa-a< is said to have more than "8
market share for mango drinks in India. 6he demand for this mango all over
India is abnormal. Anybody can<t forecast the exact demand 2 growth of
this mango drinks eying on market. India is the world3s largest mango
producer, accounting for more than ! per cent of the world3s output in 7!17.
6op producers of mangoes, 7!!95!= 'ountry &roduction in millions of tons
are>5
Countries Production in millions of tons
India 1".?
'hina @.7
6hailand 7.
Indonesia 7.7
Mexico 1.=
&akistan 1.9
Ara-il 1.7
Total 3!"
Top producers of man#oes$ %&&'(&"
BIndia produced 17,!!!,!!! tonnes of mangoes as against the world3s total
production of 7",@,!!! tonnes 55 1.1 per cent,B / .ave, director of
Agricultural and &rocessed $ood &roducts Cxport .evelopment Authority,
said in ,ondon.
7
Countries Share in )lo*al production +in ,-
India ./
'hina "
Mexico 0
6hailand .!%
&hilippines
&akistan 3!'
#igeria 3
Indonesia %!0
Ara-il %!.
Cgypt /
Top Man#o Producin# Countries of the 1orld
Source2 CIA 1orld 3act *oo4 +%&//-
"
Source2 555!mapsof5orld!com
6hus India is world<s ,argest manufacturing 'ountry and the companies like
'oca5cola, &epsi'o and &arle Agro have a big benefit to manufacture there
product which are based on mango. 6his company<s newer get shortage of
raw material and it is an added advantage to the companies.
@
SC6PE 63 STU7Y
1. .etailed study of the non5carbonated soft drinks industry in India.
7. Analysis of /lice, Maa-a and $rooti<s performance against each other.
". Analy-ing consumer perception based on various parameters such as
purchase freDuency, effect of sales promotion schemes, brand
attributes and consumer loyalty, packaging, pricing and advertising.
689ECTIVES 63 T:E STU7Y
1. 6o study the taste and preferences of the consumer among
/lice, Maa-a and $rooti.
7. 6o study the marketing mix of /lice, Maa-a and $rooti.
". 6o study the market share of $rooti in the non5'arbonated
/oft .rink %#'/.( category.
@. 6o study the consumption pattern of the /lice, Maa-a and $rooti.

RESEARC: MET:676;6)Y2
A- 7ATA C6;;ECTI6<
1( Primar= Source
'onsumers
7( Secondar= Source
4ebsite
Maga-ines and #ewspapers
8- RESEARC: I<STRUME<TS
Euestionnaire
C- SAMP;I<) P;A<
1( Samplin# Unit2 4ho is to be surveyedF
Grban 'onsumers
7( Sample Si>e2 1ow many people to be surveyedF
1!! Gnits %of all age groups(
"( Samplin# Procedure2
'onvenience /ampling
?
;iterature Re?ie5
ARTIC;E <6! /
PepsiCo India launches interacti?e promotion for Man#o Slice
3rida=$ March &"$ %&/%
This story ran in PEPline, PepsiCos global employee newsletter, and is
proudly brought by a PepsiCo employee or a friend or family member of a
PepsiCo employee. (Pepsi.com)
In India, /lice has come up with a uniDue opportunity for its consumers 5 an
unmatched experience providing B&ure Mango &leasure,B and a special
surprise in each of its glass bottles. 6hrough this uniDue interactive
promotion H BKatrina ka number, crown ke underB %Katrina<s number, under
the crown( H consumers can win a date with Aollywood<s leading actress and
/lice brand Ambassador Katrina Kaif.
Cvery /lice cap features a mobile number which consumers can call and, if
they3re lucky, they win a date with Katrina. Ine winner will win a date every
day through March "1. Ither pri-es include collectible /lice
merchandi-e and personali-ed digital wallpaper.
6his /lice campaign is led by a 6J commercial that shows Katrina inside a
/lice bottle. .irected by 'annes *old winning director &rakash Jarma, the
K
commercial was shot underwater in 6hailand, and has artistically captured
underwater visuals that give Katrina an ethereal look inside the bottle.
L/lice is all about the indulgence that is bottled in every single pack, and the
concept of this uniDue initiative is to offer an unforgettable experience to our
consumers via every bottle of /liceB said 1omi Aattiwalla, executive vice
president, 'olas, 1ydration 2 Mango5based .rinks 5 &epsi'o India. B4e
have focused extensively on building engagement with our consumers via
exciting experiences planned online and on5ground, including radio
integrations, an interactive outdoor campaign with web interfaces and larger5
than5life ;Katrina in a /lice bottle< installations, among others.B
9
Article no! %
Coca(Cola S=stem In?estin# @% 8illion in ;on#(Term$
Sustaina*le )ro5th in India
(Investment includes new infrastructure, partnerships, brand building and
sustainability programs)
)UR)A6<$ India$ <o?! /$ %&//
'oca5'ola India, the country3s leading Aeverage 'ompany, today announced
that the 'oca5'ola system in India will invest G/M7 billion over the next
five years, beginning in 7!17, to further capture the opportunity in the Indian
nonalcoholic ready5to5drink %#A06.( beverage market. India is a strategic
growth country for 6he 'oca5'ola 'ompany, ranking among its top 1!
markets in volume globally and as the largest market in the Curasia and
Africa *roup.
Ahmet '. Ao-er, 'oca5'ola3s &resident, Curasia and Africa *roup, said,
BIndia is one of our most important growth markets as we work toward our
7!7! Jision of doubling system revenues and servings this decade. 6he
opportunity in the packaged beverage segment is immense, and our efforts in
India are focused on being the beverage of choice all day, every day. If we
continue to do the right things each day and at all times, it would not
surprise me if India becomes one of the top five markets for the 'ompany
globally by the end of this decade.B
=
#A06. beverages have enormous growth potential in India. 6he 'oca5'ola
'ompany and its bottling partners have robust plans to capture this
opportunity with investments in innovation, consumer marketing and brand
building, expansion of distribution and cold drink eDuipment placement as
well as further development of manufacturing capacity to meet growing
consumer demand.
6he 'oca5'ola system has already invested over G/M7 billion in India since
it re5entered the country in 1==", and currently it directly employs more than
7,!!! people. 6he system is estimated to have created indirect employment
for more than 1!,!!! people in related industries through its vast
procurement, supply chain and distribution system. 6he investments
announced today by 'oca5'ola will further cataly-e economic growth and
create new opportunities for the local community.
Atul /ingh, &resident 2 'CI, 'oca5'ola India and /outh 4est Asia, said,
B6his investment is a part of our long5term commitment to invest in
innovation, partnerships and a portfolio of brands that will enable us to grow
our business in a sustainable and responsible way. In addition to our
infrastructure and capabilities, the new investment will also focus on
enhancing the consumer experience, building brand loyalty and contributing
to environmental sustainability and community development. Iur India
business has been growing at a robust rate over the last five years, and our
goal is to continue this growth momentum. 6he country3s demographics,
economic and social parameters are all huge drivers of growth and we have
to ensure that we capitali-e on the opportunity.B
1!
6he 'oca5'ola 'ompany has registered volume growth in India for the past
71 Duarters, 1 of which have seen double5digit growth. 6wo of the
'ompany3s core sparkling brands 55 6hums Gp and /prite 55 are the country3s
top selling soft drink brands. 6rademark 'oca5'ola is one of our fastest
growing sparkling brands and Maa-a is India3s largest selling +uice drink.
'oca5'ola was recently recogni-ed as India3s most trusted beverage brand in
Brand Euity!s 7!11 BMost 6rusted Arands /urvey,B and 'oca5'ola India
ranks among the top five most respected $M'* companies in India as
ranked in Business "orld!s 7!11 BMost 0espected 'ompanies /urvey.B
6he 'oca5'ola system has a long history of partnership with non5
governmental organi-ations in India for community development and
sustainability initiatives. As a system, 'oca5'ola has now achieved a net
-ero balance with regard to groundwater usage in India. It is well integrated
with local Indian communities and is a valued contributor to economic and
social growth.
6he 'ompany and its bottling partners are strong supporters of education in
India through programs like the 3'oca5'ola #.6J /upport My /chool3
campaign, which is aimed at creating more than 1!! model schools in India.
6he 'ompany also supports sports programs to encourage active, healthy
living such as the 'oca5'ola Gnder51? 'up cricket tournament, the 'oca5
'ola Mir IDbal 1ussain 6rophy football tournament, /prite *ully 'ricket
and /prite #AA )am.
11
4orldwide, 6he 'oca5'ola 'ompany and its bottling partners are investing
nearly M"! billion over the next five years to support anticipated growth
across its system. 6hese investments range from new manufacturing
facilities to new distribution systems to new marketing investments in
emerging economies. 6he 'oca5'ola system currently employs more than
K!!,!!! people worldwide, making it one of the world3s top five private
employers.
17
Article no! 3
Coca(Cola India$ 9ain Irri#ation Partner 5ith 3armers to
8oost Man#o Production +thecoca(colacompan=!com-
/eptember 7K, 7!11
'oca5'ola India and )ain Irrigation have launched a uniDue partnership to
help India3s mango famers double their yields and increase their incomes
through the use of modern farming practices.
&ro+ect Gnnati will promote the use of Gltra51igh .ensity &lantation
%G1.&( practices, which help mango orchards reach their full potential in
three to four years, compared with seven to nine years with traditional
planting methods. 6hese sustainable techniDues also allow nearly ?!! trees
to be planted on a single acre, compared to the conventional method of @!
trees per acre.
.uring the pro+ect3s first phase, 7!! demo farms between one and three acres
will use G1.& techniDues for mango cultivation while also utili-ing the
benefits of drip irrigation. 6his will improve farmers3 annual income by
increasing per5acre yields while simultaneously decreasing the amount of
water used during mango production.
'oca5'ola India and )ain Irrigation each will invest G/.M1 million in the
initial phase of the pro+ect, which will focus on select farms in the 'hittoor
and 'udappa districts of Andhra &radesh. 6his area is renowned for its
1"
production of the 6otapuri Mango, a key ingredient in Maa-a, India3s top5
selling mango drink.
G1.& practices represent viable and sustainable solutions to meet the
growing demand for packaged mango5based beverages in the coming years.
6he initial demo farms will showcase and train farmers on G1.& practices
under a capability5building program +ointly managed by 'oca5'ola
Gniversity and )ain Irrigation. 'oca5'ola Gniversity3s curriculum of training
programs in India includes B&arivartan,B which has successfully trained
more than K!,!!! traditional retailers through classroom teaching and a
customi-ed, on5the5go training bus.
1@
Article no!
Maa>a2 Man#o ma>aa$ round the =ear
8= Anushree 8hattachar==a$ afaAsB$ <e5 7elhi$ 3e*ruar= &C$ %&/%
6he campaign for the mango drink is based on the thought that things that
people desire and love the most should be accessible to them, anytime and
anywhere.
6he new campaign for 'oca5'ola3s mango5based drink Maa-a focusses on
the idea that things that people desire and love the most should be accessible
to them, anytime and anywhere.
'onceptualised by ,eo Aurnett, the television commercial, titled 31ar
mausam aam3, focusses on how fruit5sellers and vendors engaged in selling
mangoes seek alternate employment opportunities %ranging from astrology
to dentistry( during off season. 4ith Maa-a, consumers can now experience
the taste of mango in all seasons. 6his also provides an employment
opportunity to the vendors, who can sell Maa-a throughout the year, along
with real mangoes during summer. 6his proposition is further stressed with
the tagline Maa-a 5 31ar mausam aam3.
According to Andriy Avramenko, vice5president, +uice business, 'oca5'ola
India, Indians often passionately debate the experience of having a mango,
1
and it is the experience that they crave more than the taste. BIver the years,
we have relished different varieties of mangoes. 6he latest campaign for
Maa-a is designed to give all mango lovers the choice to en+oy the
superlative taste experience of the delicious fruit all through the year, with a
new variety 55 Maa-a, the 31ar mausam aam3, he says.
B6he thought is to strengthen brand Maa-a3s strong association with the
mango in a very entertaining and engaging manner,B adds Avramenko.
K J /ridhar, national creative director, ,eo Aurnett, explains, B4hether it is
3Aina guthali walla aam3 %seedless mango( and 3Aam ki pyaas bu+haye3, to
3)aldi kya hai3, Maa-a has always been positioned as an alternative for people
who love mangoes and are ready to do anything for it. 6he new tagline, 31ar
mausam aam3, combines all earlier thoughts and re5positions Maa-a as the
natural answer to the problem of being unable to consume mangoes once the
summer season gets over.B
In addition to a television campaign, 'oca5'ola plans to roll out a range of
initiatives including out of home %II1(, point of sale merchandise, and on5
ground activations across key markets.
Stri4in# the ri#ht chord
6he television campaign draws mixed reviews from industry professionals.
4hile most agree that 31ar mausam aam3 is the right idea for the brand, they
add that the idea could have been brought alive in a more interesting way.
1?
0yan Mene-es, chief creative officer, &erceptN1, says, B6he ad has a
promising start, but ends with a whimper 55 with a standard product
endorsement style that shows a kid on top of a mango tree mouthing the line.
6he 6J' is, however, well produced and cast. 31ar mausam aam3 is a strong
platform, which could have probably been exploited better from the
viewpoint of the consumer, rather than the mango sellers, though Maa-a has
been down that path before.B
Mera+ 1asan, vice5president, strategic planning, Cverest Arand /olutions,
calls the idea strategically correct on the insight about Indians missing the
mango season, and round the year consumption cues.
BMoreover, the mango sellers3 side of the story has been executed well, with
a good cast, which further makes it entertaining. Iver all, the idea of the
commercial works and is also a welcome departure from the last 3wannabe
commercial3 )aldi kya hai,B he adds.
1K
ARTIC;E <6! .
ItDs all fun and #ames 5ith 3rooti
8= 8iprorshee 7as$ afaAsB$ Mum*ai$ April &0$ %&//
'ontinuing with its theme of 34hy *row Gp3, $rooti3s latest 3'ra-y Mango
$un3 campaign takes to further engagement with an outdoor game show.
6he shades are drawn. 6he ice buckets are out. 6he aroma of luscious
mangoes fills our senses. And, $rooti launches its new campaign as the
country waits eagerly to savour the king of fruits. After $rooti 3/lurpbox3 and
the much popular 3Mango /urprise3 campaign last summer, $rooti carries
forward the theme of 34hy *row Gp3 this year.
6his time around, it is a game show. 6he campaign 5 'ra-y Mango $un 5
created by 'reativeland Asia with the team at &arle Agro, is a conceptualised
branded entertainment for viewers in the form of a mango5themed outdoor
game show.
$or the game show, called Mango /lam Aam Aam Aam, a set with giant
mangoes was created with three mango5based games. Cight rigged cameras
on the set captured 1! contestants in the age group of 15?! years trying
their hands at the games over a period of three days.
Multiple "!5second television commercials featuring the participants in the
games are being aired, currently. 0am Madhvani of CDuinox $ilms has
directed the films.
19
B6he last time, we interpreted a certain television format and created it
around the mango. 6his time, we went a step ahead and took on reality game
shows,B says /a+an 0a+ Kurup, founder and creative chairperson,
'reativeland Asia.
BMadhvani and I often +oked after the shoot that maybe we should retire and
do game shows,B Kurup Duips.
1e says that it is challenging to reinvent the category every year and do
different things. BAll agencies handling similar products get almost the same
brief. Aut, how much more can you keep saying the same thingF 4e broke
$rooti down. It is a fun drink. /o, we thought of creating an experience.
&eople will remember people having fun with the mango,B says Kurup.
B#obody has the time for verbal gymnastics. 4e are the market leaders and
we want to head confidently and demonstrate the same. 6hat is the genesis
of 34hy *row Gp3,B he adds.
According to Madhvani, it is being ridiculous, but in a good way. 1e says
that communication needs to get people talking about it.
B4e are not +ust looking at a stand5off film, but at interaction. 6he best work
in advertising is one that goes beyond the usual and becomes a part of
popular culture. 4ith the $rooti campaign, the biggest challenge for me was
to create the atmosphere outside the camera that would capture the emotions,
the overwhelming cra-iness inside it,B he says.
1=
BMy +ob was not +ust about placing the cameras, but to capture the reality 5
the mood 5 to get people to react spontaneously and be themselves,B
Madhvani adds.
'learly aimed at higher engagement with the consumer, the integrated
campaign involves multiple "!5second 6J's featuring the participants, an
extensive social media campaign across various vehicles, direct marketing
and on5ground activation such as replicating the games at malls and other
strategic locations, sampling and radio.
A microsite, www.cra-ymangofun.com, is also live where games are being
developed, where one can superimpose other faces on the faces of the
contestants in the ad and forward it.
$rooti is also tying up with a youth channel to run the content as a branded
game show and a bigger blast is expected during the I&,.
#adia 'hauhan, +oint managing director and chief marketing officer, &arle
Agro, says, B4e have the advantage of using innovation in our
communications. 6he new 6J' is radical in its approach, taking this
innovative reality 6J' format to a whole new level that will help us
communicate the brand philosophy of 34hy *row Gp3 and connect with
consumers across age groups.B
6he media duties for the brand are handled by IM..
7!
Cra>= Enou#h
6he campaign has evoked mixed responses from industry experts. 4hile the
strategy that facilitates large scale engagement has been welcomed and
much appreciated, the films have met with slight criticism, as well.
Ari+esh )acob, managing partner, 4hite 'anvas, is of the view that the films
get a tad monotonous.
BAs a format, the previous campaign was far more entertaining. 6he films in
this campaign, in the -one of fun games, get a bit repetitive after a few
watches. If you have seen one film, you feel you have seen them all. 6he
level to up the humour in some gets a little slapstick, too,B says )acob.
1owever, he is all for the strategy, which he thinks works well for the brand
to stay on top of the mind.
BIt is fantastic. 6here is only so much you can talk about with a product like
this. It is a low involvement category, and it is very important for the brand
to stay on the top of the consumer3s mind. /o, it is phenomenal for the brand
to take that higher ground,B )acob says.
)itender .abas, vice5president and head, planning, Mc'ann Crickson, looks
at the campaign at large, offering his comment on the same, as well as the
category. According to him, $rooti occupying the territory of fun, has both
its advantages, as well as risks.
BMango as a fruit can be seen at two levels. It is associated with extreme
taste cravings, as well as the fun that is associated with the fruit. $rooti
71
seems to occupy the fun category. 6he creative device generates curiosity
instead of craving. 6he format breaks clutter, creates bu-- and has the
potential to step off 6J for a complete integrated campaign,B says .abas.
BIn this case, however, the advertising will be talked about much more than
the product. .o I feel like reaching out for a mango drink after watching the
adF #oO 4ill I be talking about the campaignF PesO 0ight now, $rooti might
not have to bother with the campaign having such clutter breaking potential,
but Maa-a and /lice are focussing on taste and craving. 1ence, there is a
risk of the brand losing the taste association,B adds .abas.
77
<6<(CAR86<ATE7 S63T 7RI<E I<7USTRY I< I<7IA
A< 6VERVIE12
6he non5carbonated /I$6 .0I#K %#'/.( sector can be classified as $ruit
drinks, #ectar and )uices. 6he classification is based on the percentage of
the fruit pulp content in the beverage.
$ruit drink has to have minimum fruit pulp content of 1!8, while #ectar
needs to have a minimum fruit pulp content of 78. 6he total si-e of the
branded noncarbonated beverages in the organi-ed segment is estimated at
0s.!! crores. 6he $ruit drink segment is estimated at 0s.7!5"!! crores,
while the )uice market %Aranded 2 &ackaged( is estimated at 0s 1! crores.
#ectar is a small category of around 0s "5! crores. In the fruit drink
category, &arle<s $rooti, *odre+<s )umpin and 'oca5'ola<s Maa-a and
&epsi<s /lice are the ma+or brands. In the #ectar segment, the key national
players are 5 .abur, *odre+ Qs and &arle<s Appy.
6he two key national level players in the +uice segment are 6ropicana and
0eal. 0eal is the market leader with 5?!8 market share. 6ropicana has an
estimated share of "!5"8. /everal local N regional brands also exist, besides
a huge unorgani-ed sector.
6he )uice category is the fastest growing segment at present, estimated to be
growing by 7!578 p.a. 6he fruit drinks category has also been witnessing
growth of around 8 p.a.
7"
6he main reason for this growth in the #'/. 'ategory is the change of the
consumer preference from the carbonated to the non5carbonated soft drink
sector mainly due to increasing 1ealth Awareness among consumers and the
&esticide issue relating to 'oke and &epsi.
In the $ruit .rink segment, $rooti is the clear market leader with around
98 market share but in the #'/. category as a whole, its 17 share has
been declining because of the growth in $ruit )uice segment.
/o, with the growth of the #'/. category, $rooti has to compete with all
the segments in this category to take a larger share of this growth.
7@
8EVERA)E
1hat is *e?era#eF
A drin4, or *e?era#e, is a liDuid specifically prepared for human
consumption. In addition to basic needs, beverages form part of
the culture of human society. Ir any liDuid suitable for drinking: Ir a liDuid
to consume, usually excluding water: a drink. 6his may include tea, coffee,
liDuor, beer, milk, or soft drinks.
T=pes of *e?era#e
6he various types of beverage are>
Alcoholic beverages
#on5Alcohol beverages
/oft drinks
$ruit +uice
1ot beverages
Ither
/! Alcoholic *e?era#es
An alcoholic beverage is a drink containing ethanol, commonly known as
alcohol, although in chemistry the definition of an alcohol includes many
7
other compounds. Alcoholic beverages, such as wine, beer, and liDuor have
been part of human culture and development for 9,!!! years.
%! <on(alcohol *e?era#es
#on5alcoholic beverages are drinks that would normally contain alcohol,
such as beer and wine but are made with less than . percent alcohol by
volume. 6he category includes drinks that have undergone an alcohol
removal process such as non5alcoholic beers and de5alcohol -ed wines.
#on5alcoholic variants>
,ow alcohol beer
#on5alcoholic wine
/parkling cider
3! Soft drin4s
6he name Bsoft drinkB specifies a lack of alcohol by way of contrast to the
term Bhard drinkB and the term BdrinkB, the latter of which is nominally
neutral but often carries connotations of alcoholic content. Aeverages
like colas, sparkling water, iced tea, lemonade, sDuash, and fruit are among
the most common types of soft drinks, while hot chocolate,
hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this
classification. Many carbonated soft drinks are optionally available in
versions sweetened with sugars or with non5caloric sweeteners.
7?
! 3ruit Guice
)uice is a liDuid naturally contained in fruit or vegetable tissue. )uice is
prepared by mechanically sDuee-ing or macerating fresh fruits or vegetables
without the application of heat or solvents. $or example, orange +uice is the
liDuid extract of the fruit of the orange tree. )uice may be prepared in the
home from fresh fruits and vegetables using variety of hand or
electric +uicers. Many commercial +uices are filtered to remove fiber or pulp,
but high pulp fresh orange +uice is a popular beverage. )uice may be
marketed in concentrate form, sometimes fro-en, reDuiring the user to
add water to reconstitute the liDuid back to its Boriginal stateB
.! :ot *e?era#es
1ot beverages, including infusions. /ome times drunk chilled.
'offee5based beverages
'appuccino
'offee
Cspresso
'afR au lait
$rappe
$lavored coffees %mocha etc.(
,atte
7K
1ot chocolate
1ot cider
Mulled cider
6ea5based beverages
$lavored teas %'hai etc.(
*reen tea
&earl milk tea
6ea
1erbal teas
Perba Mate
0oasted grain beverages
/anka
0! 6ther
/ome substances may either be called food or drink, and accordingly be
eaten with a spoon or drunk, depending on solid ingredients in it and on how
thick it is, and on preference>
/oup
Pogurt
79
8EVERA)E I<7USTRY I< I<7IA
India is home to one of the most ancient cultures in the world dating back
over !!! years. Aeverages industry in India plays an important role in the
Indian $M'* market. It is an industry, in which the players constantly
innovate, in order to come up with better products to gain more market share
and to satisfy the existing consumers.
7=
6he beverage industry is vast and there various ways of segmenting it, so as
to cater the right product to the right person. 6he different ways of
segmenting it are as follows>
Alcoholic, non5alcoholic and sports beverages
#atural and /ynthetic beverages
In5home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for
senior citi-ens
8EVERA)E
S
Alcoholic
<on(Alcoholic
Car*onated <on(
Car*onated
Cola <on(Cola <on(Cola
"!
/egmentation based on the amount of consumption i.e. high levels of
consumption and low levels of consumption.
If the behavioural patterns of consumers in India are closely noticed, it could
be observed that consumers perceive beverages in two different ways i.e.
beverages are a luxury and that beverages have to be consumed occasionally.
6hese two perceptions are the biggest challenges faced by the beverage
industry. In order to leverage the beverage industry, it is important to address
this issue so as to encourage regular consumption as well as and to make the
industry more affordable.
$our strong strategic elements to increase consumption of the products of
the beverage industry in India are>
6he Duality and the consistency of beverages needs to be enhanced so
that consumers are satisfied and they en+oy consuming beverages.
6he credibility and trust needs to be built so that there is a very strong
and safe feeling that the consumers have while consuming the
beverages.
'onsumer education is a must to bring out benefits of beverage
consumption whether in terms of health, taste, relaxation, stimulation,
refreshment, well5being or prestige relevant to the category.
'ommunication should be relevant and trendy so that consumers are
able to find an appeal to go out, purchase and consume.
6he beverage market has still to achieve greater penetration and also a wider
spread of distribution. It is important to look at the entire beverage market,
"1
as a big opportunity, for brand and sales growth in turn to add up to the
overall growth of the food and beverage industry in the economy.
1hatHs in Soft 7rin4sF
/oft drinks have been part of the American lifestyle for more than 1!! years.
Many of today<s soft drinks are the same as the first ones en+oyed in the
19!!s.
/oft drink production begins with the creation of flavored syrup using a
closely5guarded company recipe. 6he syrup is mixed with purified water and
"7
then carbonated by adding carbon dioxides gas under pressure. 6his
carbonation creates the Ltingly fi--S that gives soft drinks a refreshing taste.
Now for a closer look at soft drink ingredients.
,ike other foods, the ingredients that are used soft drinks are approved and
closely regulated by the G./. $ood and .rug Administration %$.A(. All of
the ingredients used in soft drinks are found in a variety of other foods.
1ater
/oft drink production starts with a pure source of water. 0egular soft drinks
contain =!8 water, while diet soft drinks contain up to ==8 water. .rinking
water often contains trace amounts of various elements that affect its taste.
Pou have probably noticed that tap water tastes different in various regions
of the country. Aottlers use sophisticated filtering and other treatment
eDuipment to remove any residual impurities and to standardi-e the water
used to make soft drinks.
Car*on 7ioIide
A colorless and odorless gas, carbon dioxide is the essential characteri-ing in
all LcarbonatedS beverages. It is given off when we breathe and is used by
plants to produce oxygen.
4hen dissolved in water, carbon dioxide imparts a uniDue taste. $or that
reason natural sources of carbonated, or effervescent, mineral waters were
""
once highly pri-ed. 6hese rare mineral waters were also believed to have
beneficial medicinal properties. Cfforts to make and sell Lartificial
effervescent mineral waterS were well underway in Curope and the G./. by
19!!.
It was the innovative step of adding flavors to these popular Lsoda watersS
that gave birth to the soft drink beverages we en+oy today. In the early days
of soft drink manufacturing, carbon dioxide was made from sodium salts.
6his is why carbonated beverages were called LsodasS or Lsoda water.S
6oday, bottlers buy pure carbon dioxide as a compressed gas in high5
pressure cylinders. 'arbon dioxide gas is absorbed into the flavored soft
drink in a carbonator machine +ust before the container is sealed. 4hile
under pressure and chill the soft drink may a sorbe up to four times the
beverage volume of carbon dioxide.
4hen you open a soft drink bottle or can, he LpopS you hear and the Lfi--S
you see is the rapid escape of carbon dioxide gas caused by the sudden
release of pressure on the beverage.
3la?ors
Ine of the most important ingredients in soft drinks is flavoring. Most soft
drink bottlers mix many individual flavors to create distinctive tastes.
#atural flavors in soft drinks come from spices, natural extracts and oils.
$ruit5flavored soft drinks such as orange and lemon5lime often contain
"@
natural fruit extracts. Ither flavors such as root beer and ginger ale contain
flavorings made from herbs and spices.
6here are also some artificial or man5made flavorings used in soft drinks.
#ature does not produce enough of some flavors to satisfy world demand.
Also, some natural flavors are limited geographically and seasonally.
Colors
Many people don<t reali-e how important color is to taste perception. 'olor
affects our psychological impression of food. If you don ;believe it, try
eating a familiar food in the dark. 6he colors used in foods and beverages
come from both natural and synthetic sources.
Caffeine
'affeine is a substance that occurs naturally in more than ?! plants including
coffee beans, tealeaves, kola nuts and cacao beans. In some cases, small
amounts of caffeine are added to soft drinks as part of the flavor profile. 6he
amount of caffeine in a soft drink is only a fraction of that found in an eDual
amount of coffee or tea.
'affeine has a classic bitter taste that enhances other flavors. It has been part
of almost every cola5and pepper5type beverage since they were first
formulated more than 1!! years ago and has been en+oyed in coffee, tea and
chocolate beverages for centuries.
"
Cven though some people feel the effects of caffeine are harmful, scientific
research has refuted these claims. 6he long history of caffeine<s use confirms
that it is safe when consumed in moderation. $or people who wish to restrict
their caffeine, many caffeine5free soft drinks are available.
Acidulates
/imilar to fruit +uices and many other food products, most soft drinks are
slightly acidic. Acidulates add a pleasant tartness to soft drinks and act as
preservative. /ome soft drinks contain a small amount of one or two
common foods acidulates H phosphoric acid and citric acid occasionally,
other acidulates such as malic acid or tartaric acid are also used.
Preser?ati?es
/oft drinks do not normally spoil because of their acidity and carbonation.
1owever, storage conditions and storage time can sometimes impact taste
and flavor. $or this reason, some soft drinks contain small amounts of
preservatives that are commonly used in many foods.
Potassium
&otassium is another essential nutrient found many natural and man5made
food ingredients. ,ike sodium, potassium exists naturally in drinking water
"?
and, therefore, soft drinks. /mall amounts of potassium are also found in
some of the flavoring agents and other ingredients used in soft drinks.
Sodium
Aecause the names Lsoda popS, Lsoda waterS was associated with early soft
drinks, many people falsely believe that carbonated beverages contain
significant amounts of sodium. 6his is not true.
/odium, in the form of various salts, is present in many natural and man5
made compounds. It is an essential mineral nutrient responsible for
regulating and transferring body fluids, as well as other important body
functions. Although an adeDuate daily intake of sodium is necessary for
good healthy, excessive consumption has been tied to high blood pressure in
some people.
/oft drinks are not significant sources of sodium in the diet. In fact, the local
drinking water supply used in making soft drinks contributes most or all of
the sodium. /mall amounts of sodium in some soft drinks can also come
from other ingredients.
/oft drinks are classified by $.A as LlowS or Lvery lowS sodium foods.
Cven people who are advised to restrict their intake of sodium by their
doctor can usually drink and en+oy soft drinks with their doctor<s approval.
/odium5free soft drinks are available.
"K
S5eeteners
<on(7iet Soft 7rin4s
Most regular %non5diet( soft drinks are sweetened with sucrose or high
fructose corn syrup, %1$'/!(. A mixture of these sweeteners may also be
form sugarcane or sugar beets. 1$'/ is a newer and more convenient liDuid
sweetener, similar to sucrose but made from corn. It is now use in many
prepared foods.
4ith either, the amount of sweetener in a soft drink ranges from K to 1@8,
about the same amount as a glass of pineapple or orange +uice. Aoth sucrose
and 1$'/ are easily digested carbohydrates, and carbohydrates are an
important part of the diet. 6hey provide calories, which are the source of
energy for the body.
/ometimes thought to be more fattening than other foods sugar actually
contains the same number of calories by weight as protein %@ caloriesNgram(,
and less than half the calories of fat %= caloriesNgram(. /ugars also contain
far fewer calories than alcohol %K caloriesNgram(.
7iet Soft 7rin4s
6he popular class of beverages known as diet soft drinks is made possible by
the intensely sweet substances we refer to as LdietS or Llow calorieS
sweeteners. Aspartame, saccharin, sucralose and a casual fame K are
"9
approved for use in soft drinks today and sweeteners remains an active area
of food research. Ay choosing from a variety of different sweeteners,
manufacturers can blend sweeteners to match beverage formulations and
better appeal to all consumer tastes and preferences.
Aspartame
After many years of scientific testing, aspartame was first approved for use
in some foods in 1=91, and for soft drinks in 1=9". it has been reviewed and
approved, not only by the G./. $ood and .rug Administration %$.A(, but
also by the governments of more than ?! countries and the 4orld 1ealth
Irgani-ation.
Aspartame is a LnutritiveS sweetener, meaning it is easily digested and
provides calories. 1owever, its sweetening power is so great that the tiny
amount needed to sweeten a soft drink adds less than one caloric per 175
ounce can.
/oft drink companies use slightly different amounts of aspartame in various
flavor recipes. Most diet soft drinks are sweetened with aspartame alone, but
some may contain a blend of aspartame and saccharin. If aspartame is the
only sweetener used, about 1 milligrams per ounce of beverage is added.
As other diet sweeteners become available, more sweetener blends are likely
to be used.
Saccharin
"=
/accharin has many desirable properties that make it a valuable food
ingredient. It is extremely sweet H about "!! times sweeter than sugar H and
contributes no calories. It is stable in foods and is metabolically inert, which
means that it goes through the body without changing. $inally, it is relatively
inexpensive.
Aecause of some concerns raised in the late 1=K!s, labels formally were
reDuired on all products containing saccharin. It is now generally accepted
by academic scientists, the federal government<s #ational 6oxicology
&rogram and various international health organi-ations that there is no risk
in consuming saccharin. 6he many years of saccharin use demonstrate not
only its popularity with soft drink manufacturers, but also with consumers.
Acesulfame 4
Acesulfame K, under the brand name of L/unnett,S is an example of a new
diet sweetener approved for soft drinks by the $.A in 1==9. Acesulfame K
is a calorie free, heat stable sweetener that is 7!! times sweeter than sugar.
Sucralose
/ucralose was approved by the $.A in 1==9 for use in a wide variety of
food products including soft drinks. /ucralose is a low calorie, high5intensity
sweetener that is about ?!! times sweeter than sugar. It is sold under the
brand name of L/plendaS /ucralose and sucrose %sugar( have been shown to
have similar taste and flavor profiles.
A number of other fascinating low5calorie sweeteners are currently
undergoing safety evaluations for future use. 6hese include all5time, a
@!
compound similar to aspartame that is remarkably 7,!!! times sweeter than
sucrose and various naturally occurring plant derivatives, such as stevia and
thaumatin.
6VERVIE1 63 T:E I<7USTRY
6he beverage market is worth M billion worldwide. 6he tides are turning
for many beverage categories. 4hile the carbonated soft drink and beer
categories are merely treading water with flat sales, the energy drink
category is surging ahead like never before.
Aottled water, ready5to5drink coffee, ready5to5drink tea and sports drinks
follow close behind with substantial sales increase5 drinks without added
@1
sugar, no beer, along with developments in +uice drinks and dairy5based
drinks, are helping to turn around sales in these categories. 4hat follows is a
category5by5category look at the state of the beverage industry, including the
top brands, new products, innovations and future trendsetters.
In order to be successful in the marketplace, one has to think in terms of
health innovation, flavor innovation, ingredient innovation and specific age
groups. 6hese are the factors that will shape the future of the beverage
industry.
L6oday<s consumers are concerned with overall health and wellness. As a
result, there is significant impact on food and beverage purchases. Many
studies have shown that consumers are as concerned with good health as
they are about maintaining a high Duality of life.S
.o you know what type of new beverage consumers are most likely to tryF
.o you know where they are most likely to pick those products upF .o you
know whyF
Aeverage Industry wanted to know the answers to these Duestions and to
delve deeper into the ever5increasing number of new product launches in the
beverage market. L6he soft drink industry is training people to seek out new
products, even the big guys are coming out with limited5edition flavors, and
consumers are beginning to see that there is more flavor activity going on in
the category. 4hether that really nets anybody any sales gains is another
thing, but it is teaching consumers to seek out and try new products. It<s also
trying to create some excitement there.S
@7
In spite of several challenges and restrictions faced by this industry, it is a
;roll< like never before. 'ustomer preferences may have shifted, but they are
still always on the look out for a can of ;coke< or a new ;flavored< drink to
Duench their thirst.
I<7IA< 8EVERA)E MAREET
6he si-e of the Indian food processing industry is around M ?.? billion,
including M7!.? billion of value added products. If this, the health beverage
industry is valued at M7"! million: bread and biscuits at M1.K billion:
chocolates at MK" million and ice creams at M199 million.
6he si-e of the semi5processedNready5to5eat food segment is over M1.1
billion. ,arge biscuits 2 confectionery units, /oya processing units and
starchNglucoseNsorbitol producing units have also come up, catering to
domestic and international markets.
@"
6he three largest consumed categories of packaged foods are packed tea,
biscuits and soft drinks. 6he Indian beverage industry faces over supply in
segments like coffee and tea. 1owever, more than half of this is available in
unpacked or loose form. Indian hot beverage market is a tea dominant
market.
'onsumers in different parts of the country have heterogeneous tastes. .ust
tea is popular in southern India, while loose tea in preferred in western India.
6he urban5rural split of the tea market was 1>@= in 7!!!. 'offee is
consumed largely in the southern states.
6he si-e of the total packaged coffee market is 1=,?!! tones or M9K million.
6he total soft drink %carbonated beverages and +uices( market is estimated at
79@ million crates a year or M1 billion.
6he market is highly seasonal in nature with consumption varying from 7
million crates per month during peak season to 1 million during off5season.
6he market is predominantly urban with 7 per cent contribution from rural
areas.
'oca cola and &epsi dominate the Indian soft drinks market. Mineral water
market in India is a ? million crates %M! million( industry. In an average,
the monthly consumption is estimated at @.= million crates, which increases
to .7 million during peak season. Aelow is the table which shows Indian
Aeverage Markets share of volume by 'ategory 7!!75!K and another table
showing sales volume of non5alcoholic drinks in India 7!!=.
@@
/ource> Curomonitor International 7!!=
@
STU7Y 63 )R61T: 63 S63T 7RI<E MAREET
S63T 7RI<ES
'arbonated drinks are dominated by artificial flavors based on cola, orange
and lime with &epsi and coca5cola dominating the market. 6he entire part of
the drink is based on its artificial flavors and sweetening agents as no natural
+uice is used.
/oft .rinks in India industry profile provide top5line Dualitative and
Duantitative summary information including> market si-e %value, and
forecast to (. 6he profile also contains descriptions of the leading players
including key financial metrics and analysis of competitive pressures within
the market. Cssential resource for top5line data and analysis covering the
India soft drinks market includes market si-e data, textual and graphical
analysis of market growth trends, leading companies and macroeconomic
information.
:i#hli#hts
6he soft drinks market consists of retail sale of bottled water, carbonates,
concentrates, functional drinks, +uices, 06. tea and coffee, and smoothies.
1owever, the total market volume for soft drinks market excludes the
concentrates category. 6he market is valued according to retail selling price
%0/&( and includes any applicable taxes. Any currency conversions used in
@?
the creation of this report have been calculated using constant 7!1! annual
average exchange rates.
6he Indian soft drinks market generated total revenues of M".9 billion in
7!1!, representing a compound annual growth rate %'A*0( of 118 for the
period spanning 7!!?57!1!.
'arbonates sales proved the most lucrative for the Indian soft drinks market
in 7!1!, generating total revenues of M1.= billion, eDuivalent to !.8 of the
market3s overall value.
6he performance of the market is forecast to decelerate, with an anticipated
'A*0 of =.18 for the five5year period 7!1!57!1, which is expected to
lead the market to a value of M.= billion by the end of 7!1.
Soft and Aerated 7rin4s
6he !5bn5rupee soft drink industry is growing now at ? to K8 annually. In
India, 'oke and &epsi have a combined market share of around =8 directly
or through franchisees. 'ampa 'ola has a 18 share, and the rest is divided
among local players. Industry watchers say, fake products also account for a
good share of the balance. 6here are about 11! soft drink producing units
%?!8 being owned by Indian bottlers( in the country, employing about
17,!!! people. 6here are two distinct segments of the market, cola and
non5cola drinks. 6he cola segment claims a share of ?78, while the non5cola
segment includes soda, clear lime, cloudy lime and drinks with orange and
mango flavours.
@K
6he per capita consumption of soft drinks in India is around to ? bottles
%same as #epal3s( compared to &akistan3s 1K bottles, /ri ,anka3s 71,
6hailand3s K", the &hilippines 1K" and Mexico ?!. 6he industry contributes
over 0s 17 bn to the excheDuer and exports goods worth 0s 7 bn. It also
supports growth of industries like glass, refrigeration, transportation, paper
and sugar.
6he .epartment of $ood &rocessing Industries had stipulated that 3contains5
no5fruit5+uice3 labels be pasted on returnable glass bottles. About 98 of the
soft drinks are currently sold in returnable bottles. 6here was a floating stock
of about 1!!! mn bottles valued at 0s ? bn. If the industry were to abide by
the new guidelines, it would have to invest in new bottles, resulting in a cost
outgo of 0s bn. #either 'oke nor &epsi is in a position to invest such a
large amount.
Around @!!,!!! tonnes of raw material would be reDuired to replace the
existing stock of bottles. Instead, the soft drink industry suggested that a
seven5year moratorium be extended to the industry so that it can incorporate
the change in a phased manner. 6here is no such mandatory reDuirement
anywhere in the world to specifically label the glass surface of returnable
bottles. 6he government has decided to extend the date for replacing
the bottles to end5march 7!!?. In the meantime, the producers have shifted
substantially to the use of &C6 bottles.
/oft and aerated drinks were considered products for the middle class and
the affluent. 6hat segregation is no more valid. /oft and aerated drinks are
consumed by all except those who cannot afford to buy any drink. An
@9
#'AC0 study says that =18 soft drink sales are made to the lower, middle
and upper middle classes. 6he soft drink industry has been urging the
government to categorise aerated waters %soft drinks( eDuitably with other
consumer products of mass consumption and remove special excise duty.
6he industry estimates that the beverage market should grow at twice the
rate of *.& growth. 6he Indian market should have, therefore, grown by
atleast 178. 1owever, it has been growing at a rate of about ?8. In contrast,
the 'hinese market grew by 1?8 a year, while the 0ussian market expanded
at almost four times the rate of growth of the Indian market.
It may be recalled that 'oca5'ola, the world3s number one player, was
present in India for a long time in collaboration with an Indian producer but
was thrown out in the late 1=K!s. It reappeared in India following the
economic liberali-ation era 5 but after its rival, world3s number two, had
already entered in a big way following a long and tough fight against
the opposition from the domestic producers. 4hen 'oca5'ola re5entered, it
installed a new milestone. It acDuired the well flourishing India3s top player,
&arle. /ince then it is basically a fight between the two American giants.
Ithers are playing a peripheral role, as ad+uncts to the two M#'s.
4orld3s third biggest player, 'adbury /chweppes, had also made an
entry but was gobbled up by 'oca5'ola. 4hen 'oca5'ola acDuired &arle
brands, it was, in fact, buying the bottling facilities, the marketing network,
and the established consumer preference during the market build5up. 6he
brands were a drag on the global brand. /ince 'oca5'ola was not interested
in brands %like 6humps Gp(, it did not promote them.
@=
6he result, at least, in the short run was a loss of the market to the
competitor. 'oca5'ola decided to market more effectively the &arle brands.
It had in its armoury 'oke, 6humps Gp, ,imca and $anta. 6he latest to enter
market was &arle<s erstwhile 0im-im, alongside &ortello, a black currant
flavoured drink, very popular in /rilanka.
'oca5'ola operates through " plants and 1? franchisees throughout the
country, while &epsi'o has 7! plants, but it has K more franchisees at 7" to
1? of its rival. 'oca5'ola claims a market share of 18, while &epsi has a
share of @?8. 6he claims, however, remain disputed. 6he other smaller
players like &ure .rinks ,td claim the rest of the market.
6he shares of the two lead players are consolidated figures, which include
the respective bottlers. 'oca5'ola had approached the government for a five
year extension for divesting @=8 eDuity in its bottling subsidiary, 1industan
'oca5'ola 1oldings. It had set up the marketing subsidiary as part of its
strategy to integrate all its bottling operations, both company5owned and
franchisee bottlers, apparently keeping in line with its global policy. All
together, it had bought initially over "9 franchisee bottlers.
Kandhari Aeverages, coke bottlers for north have been eyeing to lift a stake
in 'oca5'ola India. 'oca5'ola had filed an application to offload @=8 stake
of its bottling operations in favour of their Indian operators. Aesides
Kandhari, three other bottlers, one each from Gttar &radesh, *u+arat and
)ammu, were lined up to invest in 1industan 'oca5'ola 1olding. Kandhari
has already invested 0s "!! mn in 1=== and 7!!! to upgrade its capacity.
!
6he total investment by all the four was expected to be 0s 1!!! mn. Aoth
'oca5'ola and &epsi'o planned for the launch of lemon5flavored versions
of their products. Aoth have been expanding their non5carbonated drink
line5ups, as consumers seem to be shifting away from carbonated soft
drinks. &epsi'o is deliberating whether to come out with &epsi 6wist, a cola
mixed with lemon. Aut while both companies have +uice sports drinks,
bottled water and other such drinks in their line5ups, neither coke nor &epsi
has launched a new national variety of a cola5flavoured carbonated soft
drink in years.
&epsi'o had achieved 0s " bn worth of exports, which include processed
foods, basmati rice, guar gum and soft drinks concentrate. &epsi'o
completed the second phase of its expansion and with this expansion,
&epsi'o was to explore the possibility of expanding the export of
concentrates to more countries in addition to the exports to 0ussia and other
/outh Asian countries.

&epsi India has entered into a marketing tie up with 1industan ,ever to
promote sales of soft drinks through &epsi51,, network of vending
machines and fountains. 6he ma+or soft drink brand in the &epsi stable are
&epsi, KG&, Mirinda, 6ropicana and AcDuafina.
As a ma+or strategic departure, both M#'s were expanding their brand
range. 'onseDuent to some diversifying moves, at present, the sales ratio of
'oca5'ola between soft drinks and other beverages is =.. 6he company
intended to change this to 9!>7! in the next three years. Its +uice
brand, Maa-a 5 acDuired from &arle a few years ago 5 is being given a ma+or
1
thrust. It has plans to go in for canned coffee, iced tea and
purified categories under expansion schemes. It has already launched its
bottled water brand, Kinley, in the Indian market. Aesides, it is intending to
acDuire domestic brands in the non5carbonated beverages segment.
6he global deal between 'oca5'ola and &2* to form a snacks and
beverages +oint venture company was reported to have slipped into rough
weather. 6he &2* brand of potato wafer, &ringles, seemed to be faced with
distribution problems in India. &2* had globally tied up with 'oca5'ola to
form a stand5alone +uice and snacks company. 6he new firm is focused on
developing and marketing new +uices, +uice based beverages and snacks on a
global basis.
6he /har+ah5based Allied Aeverages was pushing its Ahlan brand in India,
having entered the market in mid57!!!. Its target was carbonated drinks
market in &C6 bottles. Its plans were to launch a &C6 bottle in the popular
"!! ml category. Ahlan expected to gain a 178 share of the total &C6 bottle
market in northern India. If the total market, &C6 bottle segment is
approximately 178. &resently, Allied Aeverages has a manufacturing unit at
.haruhera in 1aryana.
6he product range includes carbonated drinks 5 cola, orange, lemon and soda
in three pack si-es 5 !! ml, 1!! ml and 7!!! ml. Allied Aeverages sells
non5carbonated drinks in 7!! ml food grade cups priced at 0s K in its
portfolio, available in four different flavours. 6he company3s future plans
include pulp5based fruit drinks in flavours, which will be available in 7!! ml
non5returnable glass bottles.
7
C6MPA<Y PR63I;E
C6CA(C6;A
'oca5'ola was created in 199? by )ohn / &emberton, a pharmacist in
Atlanta, *eorgia, who sold the syrup mixed with fountain water as a potion
for mental and physical disorders. 6he formula changed hands three more
times before Asa .. 'andler added carbonation and by 7!!", 'oca5'ola was
the world<s largest manufacturer, marketer, and distributor of nonalcoholic
beverage concentrates and syrups, with more than !! widely recogni-ed
beverage brands in its portfolio.
4ith the bubbles making the difference, 'oca5'ola was registered as a
trademark in 199K and by 19=, was being sold in every state and territory in
the Gnited /tates. In 19==, it franchised its bottling operations in the G./.,
growing Duickly to reach "K! franchisees by 1=1!. 1eadDuartered in Atlanta
with divisions and local operations in over 7!! countries worldwide, 'oca5
'ola generated more than K!8 of its income outside the Gnited /tates by
7!!".
I<TER<ATI6<A; EXPA<SI6<
'oke<s first international bottling plants opened in 1=!? in 'anada, 'uba,
and &anama. Ay the end of the 1=7!<s 'oca5'ola was bottled in twenty5
seven countries throughout the world and available in fifty5one more. In
spite of this reach, volume was low, Duality inconsistent, and effective
"
advertising a challenge with language, culture, and government regulation
all serving as barriers. $ormer 'CI 0obert 4oodruff<s insistence that 'oca5
'ola wouldn<t Lsuffer the stigma of being an intrusive American product,S
and instead would use local bottles, caps, machinery, trucks, and personnel
contributed to 'oke<s challenges as well with a lack of standard processes
and training degrading Duality.
'oca5'ola continued working for over 9! years on 4oodruff<s goal> to make
'oke available wherever and whenever consumers wanted it, Lin arm<s reach
of desire.S 6he /econd 4orld 4ar proved to be the stimulus 'oca5'ola
needed to build effective capabilities around the world and achieve dominant
global market share. 4oodruff<s patriotic commitment Lthat every man in
uniform gets a bottle of 'oca5'ola for five cents, wherever he is and at
whatever cost to our companyS was more than +ust great public relations. As
a result of 'oke<s status as a military supplier, 'oca5'ola was exempt from
sugar rationing and also received government subsidies to build bottling
plants around the world.
TUR< 63 T:E CE<TURY )R61T: IMPERATIVE
6he 1==!<s brought a slowdown in sales growth for the 'arbonated /oft
.rink %'/.( industry in the Gnited /tates, achieving only !.78 growth by
7!!! %+ust under 1! billion cases( in contrast to the 5K8 annual growth
experienced during the 1=9!<s. 4hile per capita consumption throughout the
world was a fraction of the Gnited /tates<, ma+or beverage companies
clearly had to look elsewhere for the growth their shareholders demanded.
@
6he looming opportunity for twenty5first century was in the world<s
developing markets with their rapidly growing middle class populations.
T:E 16R;7HS M6ST P61ER3U; 8RA<7
Interbrand<s *lobal Arand /corecard for 7!!" ranked 'oca5'ola the T1
Arand in the 4orld and estimated its brand value at MK!.@ billion. 6he
ranking<s methodology determined a brand<s valuation on the basis of how
much it was likely to earn in the future, distilling the percentage of revenues
that could be credited to the brand, and assessing the brand<s strength to
determine the risk of future earnings forecasts. 'onsiderations included
market leadership, stability, and global reach, incorporating its ability to
cross both geographical and cultural borders.
$rom the beginning, 'oke understood the importance of branding and the
creation of a distinct personality. Its catchy, well5liked slogans %LIt<s the real
thingS %1=@7, 1=?=(, L6hings go better with 'okeS %1=?"(, L'oke is itS
%1=97(, L'an<t beat the $eelingS %1=9K(, and a 1==7 return to L'an<t beat the
real thingS( linked that personality to the core values of each generation and
established 'oke as the authentic, relevant, and trusted refreshment of
choice across the decades and around the globe.
PATE<TS$ C6PYRI):TS$ TRA7E SECRETS A<7 TRA7EMARES
'ompany owns numerous patents, copyrights and trade secrets, as well as
substantial know5how and technology, which we collectively refer to as
;;technology.<< 6his technology generally relates to 'ompany<s products and

the processes for their production: the packages used for products: the design
and operation of various processes and eDuipment used in business: and
certain Duality assurance software. /ome of the technology is licensed to
suppliers and other parties. 'ompany<s sparkling beverage and other
beverage formulae are among the important trade secrets of 'ompany.
'ompany own numerous trademarks that are very important to business.
.epending upon the +urisdiction, trademarks are valid as long as they are in
use andNor their registrations are properly maintained. &ursuant to company<s
bottler<s agreements, company authori-e bottlers to use applicable 'ompany
trademarks in connection with their manufacture, sale and distribution of
'ompany products. In addition, we grant licenses to third parties from time
to time to use certain of company<s trademarks in con+unction with certain
merchandise and food products.
EMP;6YEES
'ompany refer to its employees as ;;associates.<< As of .ecember "1, 7!!=
and 7!!9, 'ompany had approximately =7,9!! and =7,@!! associates,
respectively, of which approximately 1K,=!! and 1?,!!, respectively, were
employed by consolidated variable interest entities %;;JICs<<(. 6he increase
in the total number of associates in 7!!= was primarily due to an increase in
the ,atin America operating group driven by its finished product business, as
well as an increase in the Aottling Investments operating group.
6hese increases were partially offset by the impact of the 'ompany<s
ongoing productivity initiatives. As of .ecember "1, 7!!= and 7!!9,
?
'ompany had approximately 11,K!! and 1",!!! associates, respectively,
located in the Gnited /tates, including &uerto 0ico, of which approximately
1=! and =!, respectively, were employed by consolidated JICs.
'oca cola 'ompany, through its divisions and subsidiaries, has entered into
numerous collective bargaining agreements. 'ompany currently expect that
it will be able to renegotiate such agreements on satisfactory terms when
they expire. 6he 'ompany believes that its relations with its associates are
generally satisfactory.
K
PEPSIC6
&epsi'o is a world leader in convenient foods and beverages, with revenues
of about M7K billion and over 1@K,!!! employees. 6he company consists of
the snack business of $rito5,ay #orth America and the beverage and food
businesses of &epsi'o Aeverages and $oods, which includes &epsi'o
Aeverages #orth America %&epsi5'ola #orth America and
*atoradeN6ropicana #orth America! and Euaker $oods #orth America.
&epsi'o International includes the snack businesses of $rito5,ay
International and beverage businesses of &epsi'o Aeverages International.
&epsi 'o brands are available in nearly 7!! countries and territories.
Many of &epsi'o<s brand names are over 1!!5Pears old, but the corporation
is relatively young. &epsi'o was founded in 1=? through the merger of
&epsi5'ola and $rito5,ay. 6ropicana was acDuired in 1==9 and &epsi'o
merged with the Euaker Iats 'omp!any, including *atorade, in 7!!1.
&epsi'o<s success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high integrity of our
people.
Iur mission is to be the world<s premier consumer &roducts 'ompany
focused on convenient foods and beverages. 4e seek to produce healthy
financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in
9
which we operate. And in everything we do, we strive for honesty, fairness
and integrity.
&epsi'o<s beverage business was founded at the turn of the century by 'aleb
Aradham, a #ew Aern, #orth 'arolina druggist, who first formulated &epsi
H 'ola. 6oday consumers spend about M"" billion on &epsi5'ola beverages.
Arand &epsi and other &epsi5'ola products H including .iet &epsi, &epsi5
Ine, Mountain .ew, /lice, /ierra Mist and Mug Arands5 account for nearly
one5third of total soft drink sales in the Gnited /tates, a consumer market
totaling about T?! billion.
&eps5'ola also offers a variety of non5carbonated beverages, including
ADuafina bottled water, $ruit works and all /port. In 1==7 &epsi5'ola
formed a partnership with 6omas ). ,ipton 'o. today ,ipton is the biggest
selling ready5to drink tea brand in the Gnited /tates. &epsi5'ola also markets
$rappuccino ready5to drink coffee through a partnership with /tarbucks.
In 7!!1 so be became a part of &epsi5'ola. /o be manufactures and markets
an innovative line to beverages including fruit blends, energy drinks, dairy5
based drinks, exotic teas and other beverages with herbal ingredients.
Iutside the Gnited /tates, &epsi5'ola soft drink operations include the
business of /even5Gp International. &epsi5'ola beverages are available in
about 1?! countries and territories.
&epsi5'ola began selling its products internationally in 1="@ with its
operations in 'anada. Iperations grew rapidly beginning in the 1=!s. In
addition to brands marketed in the Gnited /tates, ma+or products include
=
Mirinda and &epsi5'ola #orth America includes the Gnited /tates and
'anada. Key international markets include Argentina, Ara-il, 'hina, India,
Mexico, &hilippines, /audi Arabia, /pain, 6hailand and the Gnited
Kingdom. &epsi5'o Aeverages International also produces, sells and
distributes *atorade sports drinks as well as 6ropicana and other +uices
internationally.
&epsi5'ola provides advertising, marketing, sales and promotional support
to &epsi5'ola bottlers and food service customers. 6his #ew advertising and
exciting promotions keep &epsi5'ola brands young. 6he company
manufactures and sells soft drink concentrate to &epsi5'ola bottlers. 6he
company also provides fountain beverage products.
S:ARE:6;7ERS
&epsi'o %symbol> &C&( shares are traded principally on the #ew Pork /tock
Cxchange in the Gnited /tates. 6he company is also listed on the
Amsterdam, 'hicago, /wiss and 6okyo stock exchanges. &epsi'o has
consistently paid cash dividends since the corporation was founded.
C6RP6RATE CITIJE<S:IP
&epsi'o believes that as a corporate citi-en, it has a responsibility to
contribute to the Duality of life in our communities. 6his philosophy is put
into action through support of social agencies, pro+ects and programmes.
6he scope of this support is extensive H ranging form sponsorship of local
programs and support of employee volunteer activities, to contributions of
?!
time, talent and funds to programs of national impact. Cach division is
responsible for its own giving program. 'orporate giving is focused on
giving where &epsi'o employees volunteer.
PEPSIC6 :EA7KUARTERS
&epsi'o 4orld 1eadDuarters is located in &urchase, #ew Pork,
approximately @ minutes from #ew Pork 'ity. 6he seven building
headDuarters complex was designed by Cdward .urrell /tone, one of
America<s foremost architects. 6he building occupies 1! acres of a 1@@ H
acre complex that includes the .onate M. Kendall /culpture *ardens, a
world acclaimed sculpture collection in a garden setting.
6he collection of works is focused on ma+or twentieth century art, and
features works by masters such as Auguste 0odin, 1enri ,aurens, 1enry
Moore, Alexander 'alder, Alberto *iacometti, Arnaldo &omodoro and 'lass
Ilden berg. 6he gardens were originally designed by the world famous
garden planner, 0usselll &age, and have been extended by $rancois *offinet.
6he grounds are open to the public, and a visitor<s booth is in operation
during the spring and summer.
?1
PAR;E A)R6
Parle A#ro is an Indian private limited company. It owns the brands like
$rooti, Appy, ,M#, 1ippo and Aailley. &arle &roducts was founded in 1=7=
in Aritish India. It was owned by the 'hauhan family of Jile &arle, Mumbai.
6he &arle brand became well known in India following the success of
products such as the &arle5* biscuits and the 6hums Gp soft drink.
6he original &arle company was split into three separate companies, owned
by the different factions of the original 'hauhan family>
&arle &roducts, led by Ji+ay, /harad and Anup 'hauhan %owner of the
brands &arle5*, Melody, Mango Aite, &oppins, Monaco and
Krack)ack(
&arle Agro, led by &rakash 'hauhan and his daughters /chauna,
Alisha and #adia %owner of the brands such as $rooti and Appy(
&arle Aisleri, led by 0amesh 'hauhan
All three companies continue to use the family trademark name B&arleB.
&arle Agro commenced operations in 1=9@. It started with beverages, and
later diversified into bottled water %1=="(, plastic packaging %1==?( and
confectionary %7!!K(. $rooti, the first product rolled out of &arle Agro in
1=9, became the largest selling mango drink in India.
6he original &arle group was amicably segregated into three non5competing
businesses. Aut a dispute over the use of B&arleB brand arose, when &arle
Agro diversified into the confectionary business, thus becoming a
competitor to &arle &roducts. In $ebruary 7!!9, &arle &roducts sued &arle
?7
Agro for using the brand &arle for competing confectionary products. ,ater,
&arle Agro launched its confectionery products under a new design which
did not include the &arle brand name.
In 7!!=, the Aombay 1igh 'ourt ruled that &arle Agro can sell its
confectionery brands under the brand name B&arleB or B&arle 'onfiB on
condition that it clearly specifies that its products belong to a separate
company, which has no relationship with &arle &roducts.
8RA<7S
&arle Agro &vt. ,td operates under three ma+or business verticals>
Aeverages H fruit drinks, nectars, +uice, sparkling drinks
4ater H packaged drinking water
$oods H confectionery, snacks
&arle Agro also diversified into production of &C6 preforms %semi5finished
bottles( in 1==?. Its customers include companies in the beverages, edible
oil, confectionery and pharmaceutical segments.
8EVERA)ES
3rooti
,aunched in 1=9, $rooti was India3s only beverage sold in a 6etra &ak
packaging at the time. It went on to became the largest selling Mango drink
in the country.
?"
App=
Appy 'lassic was launched in 1=9? as apple nectar and originally available
in a white tetra pack with an apple and leaf graphic. As of 7!11, it comes in
black tetra packaging. It was the first apple nectar to be launched in India.
App= 3i>>
,aunched in 7!!, Appy $i-- is India<s first sparkling apple drink available
in a champagne shaped &C6 bottle.
Saint 9uice
,aunched in 7!!9, /aint )uice is available in three variants H Irange, Mixed
fruit, *rape and Apple. At the time of its launch, its G/& was B1!!8 +uice
with no added color, sugar or preservativesB.
;M<
,M# was launched in March 7!!=, as non5carbonated lemon drink %nimbu
paani or lemonade(.
)rappo 3i>>
,aunched in 7!!9, *rappo $i-- is a sparkling grape +uice drink. 'redited
with creating the sparkling fruit drinks category in India, *rappo $i-- is
along the lines of existing product Appy $i--.
?@
1ATER
Aailley, packaged drinking water
3667
Confectionar=
Mintrox mints %launched in 7!!9(, hard mint candy available in 7
flavors.
Auttercup candies %launched in 7!!9(, hard boiled candy: it is targeted
at kids and adults alike.
Auttercup /oftease, a toffee available in @ flavors.
/oftease Mithai, a toffee available in " flavors.
Snac4s
1ippo %launched in 7!!=(, baked snack available in seven flavors.
?
P;AYERS I< MA<)6 7RI<ES SE)ME<T
3R66TI
Mango 5 India<s national and most premium fruit was a virtually untapped
segment until the year 1=9, which saw the launch of $rooti Mango in
a trendy convenient tetra5pack. $rooti Mango is &arle Agro<s flagship
brand and India<s leading fruit drink with an 98 market share. #ow,
$rooti also comes in &C6 bottle packing. $rooti is like an Indian
ambassador and is a hot favourite not only in India but all across the
world.
$rooti is the first tetra pack fruit +uice in India. ,aunched in 1=9@, $rooti still
holds a dominant position in the 0s"!! crore tetra pack fruit +uice %6$)(
market. $rooti over these years have carved out a niche for itself in the
market. $rooti instantly caught the fancy of Indian consumer with its
tetra pack and some smart campaigns. Initially the drink was positioned
as a kids drink. 6he product was perceived as a healthy fruit drink by
the mothers. /o within a short span of time, the brand was an
alternative to the LunhealthyS colas. 6he tetra pack had other benefits
also. $ruit +uice is a perishable product and tetra pack have extended
the shelf life of $rooti because tetra packs have 7 layers of paper and a
plastic coating that ensured tamper proof and enhanced shelf life.
,ured by the success of $rooti, there were a lot of new launches in the 6$)
market. &layers like *odre+ with )umpin: kissan etc tried their luck in
??
this market but failed to dislodge $rooti. $rooti was positioned as a
mango drink that is L$resh5n5+uicyS $or over K years, the company
promoted the product using that famous baseline. 6he product has tried
to create excitement in the market through a series of new variants and
packing. Aut in late nineties the brand was facing stagnated sales. 6he
company tried to excite the market with an orange and pineapple
variant but both the variant bombed. 6hey came with the experiment in
packaging.
6he PIO $rooti variant came with a slim paper can aimed at the
college going youth. 4orried by the stagnating sales, &arle tried to
reposition the brand to appeal to youth aged between 1?571 years. 6he
positioning changed to be more fun based. 6he package also changed.
6he old green color of the bottle changed to brighter mango color with
lot of graphics added to it.
Ine of the most famous marketing campaigns India has witnessed took
place during the repositioning. 6he campaign is the famous L.igen
JermaS campaign. 6his campaign was considered as one of the most
successful teaser campaigns in India. 6he campaign lasted for 1 days
started in $ebruary 7!!1. 6he campaign was about a faceless person
.igen Jerma. 6here were posters and outdoors all across the markets
that had messages like L4ho is .igen vermaS L.igen Jerma was hereS
etc. 6his created lot of excitement in the market and L.igen Jerma
Lbecame the most talked about faceless name at that time. 6he
campaign was executed by Cverest communication. Aut the campaign
was not followed up and the hype was not translated to long term brand
building.
?K
$rooti is basically a nectar based drink so it is not 1!!8 fruit +uice, it also
has some preservatives added to increase the shelf life. Although $rooti
did not face much competition in the category it created, competition
came from a slightly different category, 1!!8 fruit +uices. &arle saw the
emergence of the L1!!8 fruit drink market and launched L#+oyS brand
but it did not clicked. &arle could have extended $rooti to this market
also.
6he brand 0eal from .abur is the main player in this category. 0eal
effectively positioned itself as a premium healthy drink for adults.
$rooti was not able to appeal to adults and was considered as a mango
drink while 0eal is not restricted to any flavour. $rooti also changed its
positioning statement from ;$resh5#5+uicyS to L)uice Gp your lifeS
which has not clicked with the customers.
Although $rooti en+oys a commanding %K8( market share, $rooti is facing
stagnation. May be some serious steps should be taken to increase the
usage of the product. 6he launch of &C6 bottle $rooti is a step in this
direction. 0ecently $rooti also launched a L*reen mangoS variant +ust
to create some hype in the market. $rooti may have to reposition itself
again to appeal to cola drinkers.
?9
MAAJA
Maa-a is a 'oca5'ola fruit drink brand marketed in India and Aangladesh,
the most popular drink being the mango variety so much that over the years,
the Maa-a brand has become synonymous with Mango. Initially 'oca5'ola
had also launched Maa-a in orange and pineapple variants, but these variants
were subseDuently dropped. 'oca5'ola has recently re5launched these
variants again in the Indian market.
Mango drinks currently account for =!8 of the fruit +uice market in India.
Maa-a currently dominates the fruit drink category and competes with
&epsi3s /lice brand of mango drink and $rooti, manufactured by &arle Agro.
4hile $rooti was sold in small cartons, Maa-a and /lice were initially sold
in returnable bottles. 1owever, all brands are also now available in small
?=
cartons and large &C6 bottles. If late, the Indian market is witnessing the
entry of a large number of small manufacturers producing only mango fruit
drink.
Maa-a has a distinct pulpy taste as compared to $rooti and tastes slightly
sweeter than /lice. Maa-a claims to contain mango pulp of the Alphonso
which is known as LKing of MangoesS in India and 6otapuri variety.
:IST6RY 63 MAAJA
Maa-a was launched in 1=K? in India. 6he Gnion Aeverages $actory, based
in the Gnited Arab Cmirates, began selling Maa-a as a franchisee in the
Middle Cast and Africa in 1=K?. Ay 1==, it had acDuired rights to the
Maa-a brand in these countries through Maa-a International 'o ,,' .ubai.
In India, Maa-a was acDuired by 'oca5'ola India in 1==" from &arle5Aisleri
along with other brands such as ,imca, 'itra, 6hums Gp and *old /pot. As
for #orth America, Maa-a was acDuired by 1ouse of /pices in 7!!.
K!
S;ICE
Slice is a line of fruit5flavored soft drinks manufactured by &epsi'o and
introduced in 1=9@, with the lemon5lime flavor replacing 6eem.
Jarieties of /lice have included apple, fruit punch, grape, passion fruit,
peach gla-e, Mandarin orange, pineapple, strawberry, 'herry 'ola, B0edB,
'herry5,ime, and .r /lice. Gntil 1==@, the drink contained 1!8 fruit +uice.
6he original design of the can was a solid color related to the flavor of the
drink. 6hese were replaced in 1==@ with black cans that featured colorful
bursts %once again, related to the flavor of the drink(, along with slicker
graphics. In 1==K, the cans became blue with color5coordinated swirls. 6he
K1
original orange flavor was reformulated around this time with the new
slogan, BIt3s orange, only twisted.B Irange /lice has since been changed
back to its original flavor.
In the summer of 7!!!, lemon5lime /lice was replaced in most markets by
/ierra Mist, which became a national brand in 7!!". 6he rest of the /lice
line was replaced in most markets by 6ropicana 6wister /oda in the summer
of 7!!, although the .r. /lice variety can still be found in some fountains.
In early 7!!?, &epsi resurrected the /lice name for a new line of diet soda
called /lice I#C. Marketed exclusively at 4al5Mart stores, /lice I#C was
available in orange, grape and berry flavors, all sweetened with /plenda.
As of 7!!=, /lice %orange, diet orange, grape, strawberry and peach flavors(
was available solely from 4al5Mart /tores. In India, /lice is a mango
flavored soft drink under the &epsi'o brand and can be bought in any
general grocery store and other eateries, catering shops, promoted by a
Aollywood actress, Katrina Kaif.
8rand :istor=
/lice was launched in India in 1==" as a refreshing mango drink and Duickly
went on to become a leading player in the category.
In 7!!9, /lice was re5launched with a 3winning3 product formulation which
made the consumers fall in love with its taste. 4ith refreshed pack graphics
and clutter breaking advertising, /lice has driven strong appeal within the
category.
K7
8rand Ad?anta#e
4ith the launch of LAamsutraS campaign in 7!!9 along with a winning taste
2 most appealing pack graphics, /lice created disruptive excitement in the
category and celebrated mango indulgence like no other.
4hile other players have portrayed mango as a simple and innocent fruit,
/lice celebrates the indulgence and sensuality of consuming a Mango. 6he
creative idea LAamsutraS communicates the art of experiencing pure mango
pleasure through the taste of /lice.
As a first ever by any brand in the )uice and )uice .rinks 'ategory,
Aollywood<s reigning .iva, Katrina Kaif was signed on as the Arand
Ambassador on /lice.
/lice took I#.G,*C#'C to a new level in 7!!= with the launch of the
;/lice &ure &leasure 1olidays<, giving its consumers a chance to win
luxuriant all5expense5paid holidays to their dream Curopean destinations like
&aris, Jienna, *reece and Jenice.
K"
SWOT ANALSIS
S16T anal=sis is a strategic planning method used to evaluate
the Strengths, 1eaknesses, 6pportunities, and Threats involved in
a pro+ect or in a business venture. It involves specifying the ob+ective of the
business venture or pro+ect and identifying the internal and external factors
that are favorable and unfavorable to achieve that ob+ective. 6he techniDue is
credited to Albert 1umphrey, who led a convention at /tanford Gniversity in
the 1=?!s and 1=K!s using data from $ortune !! companies.
K@
A /4I6 analysis must first start with defining a desired end state or
ob+ective. A /4I6 analysis may be incorporated into the strategic planning
model. /trategic &lanning has been the sub+ect of much research.
Strengths> attributes of the person or company that is helpful to
achieving the ob+ective%s(.
1eaknesses> attributes of the person or company that is harmful to
achieving the ob+ective%s(.
6pportunities> e#ternal conditions that is helpful to achieving the
ob+ective%s(.
Threats> e#ternal conditions which could do damage to the
ob+ective%s(.
&lanning for an enterprise is entirely based upon /trength, 4eakness,
Ipportunity, 6hreat %/4I6(.6he /4I6 is an excellent techniDue for
strategic planning. 1oward business school has been by planner all over the
world first develops the techniDue. /uch analysis helps to promote deep
thinking and creative solution by highlighting the root cause of problems.
/4I6 analysis enable the company to choose define its wanted future.
SWOT Analysis of !ango "rin#s in India
Stren#th
1. Market leader in #'/. category5
1ea4ness
K
?!8 Market share.
7. As a fruit +uice Mango drinks is
mostly accepted throughout India.
". 0eady to serve fruit drinks.
@. Cnriched by different vitamins.
. ,ower entry barrier.
1. 'onsumers are mostly children 2
women.
7. &resence of higher amount of
carbohydrates 2 sugar.
". It isn<t perceived as health drinks.
6pportunit=
1. 1igher availability of resources.
7. 6arget customers are freDuent
buyers.
Threat
1. Availability of other fruit +uices in
reasonable prices.
7. 6ight competitions with carbonated
soft drinks.
". 1igh consumer preference for
flavors other than mango and green
mango.
SWOT Analysis of !aa$a
Stren#th
1. Mostly accepted fruit drinks.
7. Available in different pack si-e.
". Maa-a has got a strong Arand
CDuity.
@. Cfficient distribution network5
readily available.
. Maa-a is a health drink 5 'ontains
Jitamin A, A, '.
1ea4ness
1. 'hilled form taste better.
7. Maa-a is not perceived as a health
drink. As per survey ma+ority of
respondent didn<t consider Maa-a
has a health drink.
". Margin given to retailers and
distributors is less as compared to
its competitors.
@. Maa-a has no brand ambassador.
6pportunit= Threat
K?
1. 1uge untapped unorgani-ed sector
in #'/. category.
7. *rowing market share of #'/.
category.
". 0eady to serve fruit drinks.
@. Available throughout the year.
. 1uge untapped market in other
flavors 5 Irange, &ineapples, *rape.
?. .emographically, in the coming
years around 8 of the population
will consist of below " years in
age, which should be ma+or target
market for Maa-a.
1. /o many competitors.
7. 'ompetitors are having many pack
si-es.
". &resence of huge unorgani-ed
market.
@. 1igh consumer preference for
flavors other than mango and green
mango.
. 'ompetition with /oft drinks giants
H &arle Agro and &epsi.
SWOT Analysis of Slice
Stren#th
1. .ifferent pack si-e.
7. /lice got good brand eDuity.
". Most popular brand ambassador.
@. 0unning more /chemes.
1ea4ness
1. 6aste is not good like its
competitors.
7. #ot perceived as health drinks.
6pportunit=
1. *rowing market share in #'/.
group.
7. Increasing health awareness among
consumers, 998 of those preferred
fruit drink to carbonated drink.
Threat
1. Main competitor is Maa-a 2 $rooti,
they have good market share.
7. 6ight competition with carbonated
soft drinks.
". 1igh consumer preference for
flavors other than mango and green
mango.
KK
SWOT Analysis of %rooti
Stren#th
1. Innovative 5 $irst packaged Mango
drink in Indian market, first to
introduce 6etra pack, &C6 bottle
packaging in #'/. category.
7. $rooti has got a very large Duantity
basket 5 available in various
Duantities like ? ml, 7!! ml, 7!
ml, !! ml and 1 ,iter 2 7liter.
". Cfficient distribution network5
readily available.
@. $rooti has got a strong Arand
CDuity.
1ea4ness
1. $rooti is not perceived as a health
drink. As per survey ma+ority of
respondent didn<t consider $rooti
has a health drink.
7. $rooti has limited variety of flavor 5
only mango.
". Margin given to retailers and
distributors is less as compared to
its competitors.
@. 6he main target audience of $rooti
is kids.
. #o brand expansion 5 Arand eDuity
of $rooti is not utili-ed properly.
6pportunit=
1. 1uge untapped unorgani-ed sector
in #'/. category.
7. 1uge untapped market in other
flavors 5 Irange, &ineapples,
*rape.
". *rowing market share of #'/.
category.
@. .emographically, in the coming
years around 8 of the population
Threat
1. .ecreasing share in #'/. category
5 $ruit +uice segment consisting of
0eal and 6ropicana is increasing at
the rate of 7!5
78 per annum as compared to
sluggish growth in other segment.
7. &resence of huge unorgani-ed
market.
". 1igh consumer preference for
K9
will consist of below " years in
age, which should be ma+or target
market for $rooti.
. Increasing health awareness among
consumers, 998 of those preferred
fruit drink to carbonated drink.
flavors other than mango and green
mango.
@. 'ompetition with global giants 5
'oke and &epsi.
7ifferential anal=sis of Man#o 7rin4s Accordin#
to Price in Mar4et
Prices of Maa>a
Pet Si>e %&& ml
TTP
%.& ml
Mo*ile
%.& ml R)8 0&& ml
Mo*ile
/%&& ml
Mo*ile
&rice %0s( 17 1K 17 79 !
Prices of Slice
Pet Si>e %&& ml TTP %&& ml R)8 .&& ml Mo*ile /%&&ml Mo*ile
&rice %0s( 1! 1! 7
Prices of 3rooti
Pet Si>e //& ml
TTP
%&& ml
TTP
%.& ml .&& ml
L +/&& ml
3ree-
/&&& ml
L +%&& ml
3ree-
%&&& ml
&rice %0s( 1! 1" 7K @ K!
K=
.ifferent companies have different pack si-e to meet the demand of different
levels of customers. /uch as, Maa-a having 7!! ml 66&, 7! ml 0*A
%returnable glass bottle(, 7! ml Mobile pack, ?!! ml Mobile pack 2 17!!
ml Mobile pack. /lice is having 7!! ml 66&, 7!! ml 0*A, !! ml Mobile,
and 17!! ml Mobile pack.
'ompanies are generally having so many pack si-es only for meeting
different types of demand of different kind of customers. #ow a days 6he
companies are looking at larger pack formats and will focus on a well
planned SEU +stoc4(4eepin# unit- strategy to addresses ;on&the&go< as well
as 'in&home( consumption for drinks. As an example of $rooti a one5liter
carton and two5liter &C6 pack to cater mainly to in5home consumers and
families who prefer staggered consumption. A ?!! ml &C6 bottle priced 0s
79 is another new launch of Maa-a, targeted at on5the5go consumers. &rices
of $rooti in various /KGs range from 0s for a 1!! ml pack to 0s K! for
the two5liter pack!
In the other hand, companies are also adapting different pricing strategy to
attract the customers. 4hile Maa-a 17!! ml offers to the customers at a
price of !, same time its competitor $rooti adopt different policy to
compete with its rival Maa-a by offering 1!!!ml $rooti at a price of only @,
in which 7!! ml is absolutely free. /o, customers are getting 17!! ml mango
drinks at an 0s @ only. $rooti is also adapted another policy to attract little
amount consuming customers by making 11! ml 66& at only 0s .
According to this kind of strategy, Maa-a is far behind from its competitors.
Aecause they don<t have 1!! ml 66& which is specially made for children,
9!
the lower volume customers. In the other hand, when customers are getting
17!!ml $rooti in +ust 0s @, so why they would pay more for Maa-a.
In general retailers are selling each of these products above the M0&. M0&
of ?!! ml Maa-a is 0s. 79, so retailers can easily sell it in 0s. "!. Aut in case
of 17!! ml Maa-a, the M0& is 0s. !. If the retailers want to sell it above !
then customers need to pay some more coins which are very difficult for
customers. /ame thing happen with 66&, whose M0& is 17, so retailers are
asking for 1 or 7! for this 66&. /o, retailers are much interested to sell
6ropicana 66& whose price 0s 1!. ?!! ml Maa-a is best selling product as
well as best selling pet si-e only because is price.
*enerally consumers are attracted by the pricing of the product and thus this
influences customers to buy $rooti more than its competitors. Ine of the
best moves by $rooti is that they are providing extra Duantity at no price
which also attracts consumer to buy that. 1owever consumers have yet not
been brand loyal in this Mango drink segment.
91
MAREETI<) MIX
Marketing Mix is the set of marketing tools that the firm uses to pursue its
marketing ob+ectives. It has a classification for these marketing tools. 6hese
marketing are classified and called as the $our &s i.e. &roduct, &rice, &lace
and &romotion.
6he most basic marketing tool is product which includes product design,
Duality, features, branding, and packaging. A critical marketing tool is price
i.e. the amount of money that customers pay for the product. It also includes
discounts, allowances, credit terms and payment period.
&lace is another key marketing mix tool. And it includes various activities
the company undertakes to make the product accessible and available to the
customer. /ome factors that decide the place are transport facilities, channels
of distribution, coverage area, etc.
&romotion is the fourth marketing mix tool which includes all the activities
that the company undertakes to communicate and promote its product to
97
target market. &romotion includes sales promotion, advertising, sales force,
public relations, direct marketing, etc.
6hese four &<s are the parameters that the marketing manager can control,
sub+ect to the internal and external constraints of the marketing environment.
6he goal is to make decisions that center the four &<s on the customers in the
target market in order to create perceived value and generate a positive
response.
PHs of 3rooti
PR67UCT2
A product is anything that can be offered to a market to satisfy a want or
need. India<s first real fruit drink in a 6etra &ak is available in 5 $rooti
Mango, *reen Mango. $rooti Mango is from premium Indian Mangoes.
$rooti has also been introduced in &C6 bottle packing. Mango $rooti
contains vitamin A which is essential for eye sight, growth and healthy skin.
$rooti is a delicious and refreshing ready to serve fruit beverage. $rooti
comes in $ruit drink segment of #'/. category %#I#5'A0AI#A6C.
/I$6 .0I#K(.
3rooti is a?aila*le in follo5in# Auantities2(
? ml %only 6etra pack packaging(
7!! ml %only pet Aottle(
9"
!! ml %only &C6 Aottle(
1!!! ml %only &C6 Aottle(
1!! ml %pet bottle(
1ence, we can see that $rooti has got a very large Duantity
basket .
PRICE2
In order to maintain its position as a market leader, $rooti is
offering its product in different Duantities and prices depending
upon the consumer reDuirements, preferences and income5levels.
$rooti<s new ? ml packaging is priced at 0s @.! only: targeting
the lower income5group and it has also been introduced in &C6
bottle packaging as it is more cost5effective as compared to
6etra5pack packaging to become more competitive in the market.
P;ACE2
$rooti is the highest distributed brand in $ruit drink segment
with an 98 market share in India. $rooti reaches more than 1!
lakh retail outlets through more than 1!! distributors and
wholesalers directly and indirectly. 6his is borne out by &arle
Agro winning the Aeverage Industry award for the Aest Managed
/upply 'hain 7!!7 and the 1ighest 0etail Availability in the year
7!!7.
9@
$rooti<s excellent distribution system has already been proved in
the market survey and analysis where =!8 of the respondents
agreed that $rooti is readily available to them. 6hus it proves
that $rooti is available at all the retail shops.
PR6M6TI6<2
6he company has taken a different marketing route by launching
a host of new retailing and packaging initiatives to pump up
volumes. $ive years ago, &arle Agro introduced a mysterious
character called ;.igen Jerma< and created hype around this
person through an aggressive outdoor campaign which was a big
success. &arle Agro had introduced two characters called $roo
and 6i on every 7!! ml pack of $rooti as part of its retailing
initiative. 6hese two characters are being displayed on the packs
of the drink. And through tongue twisters, pu--les and various
interactive games, the characters are entertaining the children as
well as increasing their knowledge about famous personalities
and current affairs. 6hese two characters are very different in
nature. 4hile $roo is an affable girl who is good at studies, 6i is
a naughty boy who keeps running after $roo to get his home5
work done. 4ith this move, the company expects to share various
activities of its target audience55kids. 0ecently, $rooti was
introduced in a new tetra pack packaging in ? ml Duantity which
is priced at 0s @.! each.
9
6he company has appointed /iddharth as the new brand
ambassador of mango drink $rooti. 6his is the first time that
$rooti has chosen a brand ambassador for its new campaign. An
ad featuring /iddharth was shot recently and it<ll be aired soon in
1indi, 6elugu, 6amil, Kannada, Malayalam, Marathi, Aangla, and
Cnglish.
PHs of Maa>a
PR67UCT2
A product is anything that can be offered to a market to satisfy a want or
need. 'oca 'ola introduced Maa-a into a recognised beverage brand,
offering Maa-a in 1! different flavours %e.g. Mango, 6ropical, *uava,
,ychee, &assion $ruitNMaracu+a, &ineapple, Aanana, &apaya, $ruit &unch
and *uanabana( in = different packaging formats %e.g. &C6 bottles, cartons,
glass bottles and cans( suitable for all segments of the market. 6his gives
customer various options to select from.
PRICE2
Maa-a 17!! ml offers to the customers at a price of !. A ?!! ml &C6 bottle
priced 0s 79 is another new launch of Maa-a, targeted at on5the5go
consumers. 6he company lacks only small tetra pack in its all category.
1owever the brand loyal customers will prefer Maa-a and nothing else.
9?
1owever pricing strategy is decent. 6he price of Maa-a starts at 17 0s and
ends at ! 0s.
P;ACE2
Maa-a is one of the product which is trying to make its product available
every where in the market. 1owever, Maa-a has its presence in more than ""
countries %and expanding( worldwide. 6he Maa-a drinks are distributed to
supermarkets, convenience stores, hotels, cafes and many other outlets. 6he
company is trying to tap each and every customer by reaching them at every
general store by giving them availability of the product.
PR6M6TI6<2
6he company is promoting Maa-a as Maa-a H the wholesome family fun. It
provides the most authentic experience of rich, +uicy mangoesUanytime,
anywhereO It has its slogan as LMaa>a lao aur Aam 4i p=aas *uGhaoS. 6he
company changes its slogan time to time to make the entire customer aware
about its product.
6he company has made a new effort to promote its product Maa-a with a
new slogan that is L8in Mausam Aam$ :ar Mausam AamS. 6his is a new
ad made by the company which attracts mango lovers to buy it when there is
no season of Mango. 6his ad also suggests that Maa-a Mango drink is
available 17 months a year. 1owever, the season of mango lasts for "5@
months only. 6his ad promises that we will provide you Mango drink no
matter the season of mango is there or not.
9K
PHs of Slice
PR67UCT2
/lice is known for its luscious Mango taste and unmatched experience of
providing &ure Mango &leasure to its customers. /lice is available in 7!!ml
and 7!ml returnable glass bottles %rgb( of Mango /lice. 6he product is also
available in all other regular pack si-es i.e. "!ml, !!ml, 1.7 , 2 1.9 ,
&C6 bottles and 7!!ml 6etra pack. 6hus the impact of providing different
packs is that every class is able to buy its products. 6hus there is a different
product si-e available in the market.
PRICE2
6he product is in competition with other products like $rooti, Maa-a and
local products. 6hus company doesn<t have big variation in pricing as
compared to there competitors. 1owever the little difference in price also
affects the sales of the product. /lice is cheaper than Maa-a and costlier than
99
$rooti. 6hus it helps slice to still stay in the competition. &ricing for slice
plays important role to stay in competition.
P;ACE2
/lice is one of the product which has competition form both local and
multinational company and thus to survive in the market company is
focusing more on supply chain. 6he company has an ob+ective wherein the
products which are available are sold more than other. 6he company
believes in L)o .ikhta hai, wo Aikta haiS.
PR6M6TI6<2
6he company had started promoting there product with new ad wherein the
customers will get a chance to meet the Aollywood Dueen Katrina Kaif.
Katrina Kaif is the brand ambassador of /lice &roduct. 6he promotion has
started on Jalentine<s .ay, $ebruary 1@th 7!17 and will go on till March
"1st 7!17 across the country.
'onsumers simply have to look under the crown of a /lice glass bottle and
dial the number given there. Ine lucky winner everyday will get to win a
date with Katrina KaifO All consumers will get to hear some really surprising
and humorous messages, from people who know KatrinaO 6his promotion is
valid only on 7!!ml and 7!ml glass bottles of Mango /lice.
9=
7ata Anal=sis and 3indin#s2(
1. 4hich Mango drink do you preferF
$rooti
Maa-a
/lice
A<A;YSIS2
=!
$rom the survey it was found that amongst 1!! respondents.
a( @18 of the respondents prefer $rooti Mango .rink.
b( "K8 of the respondents prefer Maa-a Mango .rink.
c( 778 of the respondents prefer /lice Mango .rink.
3I<7I<)S2
$rom the above survey, it has found that people &refer $rooti in comparison
of Maa-a and /lice. 1owever it is difficult to say that $rooti is a Market
,eader as there is not a vast difference in consumer<s preference. 6here is a
huge competition and there is no one who could be said as market leader.
1owever from the survey it suggests that $rooti is preferred by @18 of
respondents.
=1
7. $reDuency of consumption of your preferred drink in a weekF
.aily
75 times
More than times
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
=7
a( ?K8 of the respondents consume there preferred drink 75 6imes in a
week.
b( 778 of the respondents consume there preferred drink .aily in a week.
c( 118 of the respondents consume there preferred drink More than 6imes
a week.
3I<7I<)S2
$rom the survey, it has found that ?K8 of the 0espondents
consume there preferred drink 75 times in a week. /o it is clear
that Mango drink is not preferred more on daily basis. It would
sell more in the non5season of Mango. In the season of Mango
people can en+oy it directly so it is less preferred at that time
period and thus it affects the daily consumption of Mango .rink.
="
". In what occasions, do you often consume the Mango .rinksF
$eeling 6hirsty
&arties N 'elebrations
4ithout any reason %+ust like that(
Any other
A<A;YSIS2
=@
$rom the survey it was found that amongst 1!! respondents.
a( 8 of the respondents consume Mango drink without any reason %+ust
like that(.
b( 7@8 of the respondents consume Mango drink when they feel thirsty.
c( 1@8 of the respondents consume Mango drink when they are in
partiesN'elebrations.
d( K8 of the respondents consume Mango .rink with other reasons.
3I<7I<)S2
$rom the survey, it has found that more than half of the
respondents have mango drink without any reasons. 1owever it
has been observed that K8 of the respondents said any other
reason. 6his reason could be no choice at retailers shop, others
having mango drink and can opt for own choice, price of the
product, &arents 'hoice or may be forced to drink due to non
availability of other product.
=
@. 4hat induces you to buy Mango .rinkF
&rice with Duantity
1ealth .rink
/tatus symbol
6aste
Jariety
A<A;YSIS2
=?
$rom the survey it was found that amongst 1!! respondents.
a( ?K8 of respondents buy Mango .rink because of the 6aste.
b( 1?8 of respondents buy Mango .rink because of the price and
with good amount of Duantity.
c( 98 of respondents buy Mango .rink because they feel it is a
1ealth .rink.
d( 98 of respondents buy Mango .rink because of variety.
e( Inly 18 of respondent buy Mango .rink because of status
symbol.
3I<7I<)S2
$rom the survey, it has found that people buy Mango drink for
the purpose of taste and this is because of absence of Mango in
all the seasons. 6hus to get the feel of Mango people buy Mango
.rink. 6here are 1?8 of &eople who buy Mango .rink keeping
price in mind with Duantity. 6he price is one of the other factor
which influences to buy Mango .rink.
6here are some people who also prefer to buy mango drink +ust
to make a change in their 6aste as they feel it is a different
variety. 1ealth conscious people look it as 1ealth .rink and thus
it influences to buy Mango .rink. 1owever Mango drink cannot
be said as /tatus symbol. /o there are very rare people who feel
it as buying Mango drink is /tatus symbol and thus it influences
them.
=K
. 1ow do you view Mango .rinkF
As a health drink
As a status symbol
As an aid to put off thirst
Any other
A<A;YSIS2
=9
$rom the survey it was found that amongst 1!! respondents.
a( @=8 of respondents view Mango .rink as an aid to put off
thirst.
b( "98 of respondents view Mango .rink as a health drink.
c( 178 of respondents view Mango .rink as any other drink.
d( Inly 18 of respondent view Mango .rink as status symbol.
3I<7I<)S2
$rom the survey, it has found that mango drink is viewed as +ust
an aid to put off the thirst by nearly !8 of the crowd. At the
same time it is also viewed as a health drink by "98 of the
crowd. 6his is because it contains Mango and mango has many
benefits for the purpose of health.
6he remaining crowd feels that it is +ust another drink to hang
out with. May be it is seen as a children drink or a drink which a
general public drinks and there is no adventure in it as compared
to cola drinks.
==
?. .o advertisements affect your purchasesF
Pes
#o
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
1!!
a( "8 of respondents say that advertisement doesn<t affect their
purchases.
b( @K8 of respondents say that advertisement does affect their
purchases.
3I<7I<)S2
$rom the survey, it has found that its nearly !5! situation in
advertisement affecting purchases. #early !8 of &eople think
that brand ambassador has made them buy Mango drink.
1owever, now all the three companies are using it +ust to attract
consumers. And the other !8 say it doesn<t affect as ads are not
effective and it doesn<t influence them to buy the product.
6his is a sign wherein companies have to make changes in their
advertising strategy. And also think over it that should they
spend more on advertisement or should focus on distribution
strategy.
1!1
K. 4hat do you feel about the price of Mango drinksF
Jery high
1igh
Medium
,ow
0easonable
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
1!7
a( "8 of respondents feel that the price of Mango drink is
0easonable.
b( 778 of respondents feel that the price of Mango drink is
Medium.
c( 7!8 of respondents feel that the price of Mango drink is high.
d( 8 of respondents feel that the price of Mango drink is Jery
high.
e( #one of the respondents feel that the price of Mango drink is
low.
3I<7I<)S2
$rom the survey, it has found that mango drink has a reasonable
price and more than !8 of the crowd feels that the price for
mango drink is reasonable. And 778 of people find it as price is
medium i.e. the cost of mango drink is not higher nor is it lower.
0easonable means specifically affordable to each class of people
and medium means comparatively affordable.
1owever 7!8 of people feel that the cost is high if compared
with the Duantity which is provided. And the remaining people
find that it is very costly in comparison with the Duantity. #one
of the crowd feels that it is low rated. 6his may be because of the
Duantity provided by the companies is lesser against the price.
And any product provided at cheaper or lower rate would be said
as costly as people have to pay for it.
1!"
9. .o you feel a price reduction will increase your purchasing powerF
Pes
#o
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
1!@
a( ?78 of respondents says that reduction in price will increase
there purchasing power.
b( @K8 of respondents says that reduction in price will not
increase there purchasing power.
3I<7I<)S2
$rom the survey, it has found that ?78 of people will have more
purchasing power as the price is reduced. 6his is because of the
Duantity provided against the price charged. &eople would love to
buy more of Mango drink if the price is reduced. 6his could
increase sales.
6he other remaining "98 of people says that it<s not going to
affect there purchasing power as they are happy with the product
and they need the product anyhow no matter the price increases
or decreases. Another reason is also that people buy a specific
Duantity and if price decreases they are going to save that money
instead of buying more mango drink.
1!
=. 4hich pack do you consume the mostF
6etra pack
7! ml
?!! ml
1.7 lit
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
a( @78 of respondents consume 7! ml pack.
1!?
b( 7?8 of respondents consume ?!! ml pack.
c( 198 of respondents consume 6etra pack.
d( 1@8 of respondents consume 1.7 ltr of pack.
3I<7I<)S2
$rom the survey, it has found that @78 of people prefer to buy
7! ml pack. 6his is due to many reasons such as may be he
wants it to consume with lunch or dinner or may be he is alone to
consume it or it is the best pack which is consumed by all as it is
easily available.
6he other 7? 8 of respondents consume ?!! ml pack may be due
to they are in a group or a couple sharing the bottle. 198 of
people consume 6etra pack. 6he simple reason could be to put off
thirst. And the remaining 1@8 of people are those who buy 1.7 ltr
of pack. 6he reason could be family en+oying it or parties and
celebrations.
1!K
1!. 0ank the following according to your taste and preferenceF
$rooti
/lice
Maa-a
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
a( @18 of respondents ranked $rooti as no.1 preference in terms
of taste.
1!9
b( ""8 of respondents ranked Maa-a as no.1 preference in terms
of taste.
c( 7?8 of respondents ranked /lice as no.1 preference in terms
of taste.
d( @"8 of respondents ranked $rooti as no.7 preference in terms
of taste.
e( ""8 of respondents ranked Maa-a as no.7 preference in terms
of taste.
f( 7@8 of respondents ranked /lice as no.7 preference in terms
of taste.
g( 1?8 of respondents ranked $rooti as no." preference in terms
of taste.
h( "@8 of respondents ranked Maa-a as no." preference in terms
of taste.
i( !8 of respondents ranked /lice as no." preference in terms
of taste.
3I<7I<)S2
1!=
$rom the survey, it has found that $rooti is most preferred drink.
It is then followed by Maa-a and slice respectively. $rooti is
mostly preferred due to its taste and thus it is at no.1. 1owever
Maa-a is not so far behind at no.7. 6here is a vast gap between
$rooti and slice and to be ahead in competition, slice has to make
necessary changes in the taste.
11. *ive your ratings to following attributes of Maa-aF
ATTRI8UTES VERY
)667
)667 AVERA)E 8A7 VERY 8A7
KUA;ITY
8RA<7 IMA)E
AVAI;A8I;ITY
PACEA)I<)
11!
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
Kualit=
a( 18 of respondents rated Maa-a as having good Duality
product.
111
b( "!8 of respondents rated Maa-a as having Jery good Duality
product.
c( 198 of respondents rated Maa-a as having Average Duality
product.
d( Inly 18 of respondents rated Maa-a as having Aad Duality
product.
e( #one of the respondents rated Maa-a as having Jery Aad
Duality product.
8rand Ima#e
a( ?8 of respondents rated Maa-a as having a good Arand
Image.
b( 78 of respondents rated Maa-a as having a very good Arand
Image.
c( 1!8 of respondents rated Maa-a as having an Average Arand
Image.
d( #one of the respondents rated Maa-a as having Aad or Jery
Aad Arand Image.
A?aila*ilit=
a( @@8 of respondents rated that Maa-a has Average availability
in the market.
b( "K8 of respondents rated that Maa-a has *ood availability in
the market.
117
c( 1?8 of respondents rated that Maa-a has Jery *ood
availability in the market.
d( "8 of respondents rated that Maa-a has Aad availability in the
market.
e( #one of the respondents rated Maa-a as having Jery Aad
availability in the market.
PACEA)I<)
a( @78 of respondents rated Maa-a as having Average &ackaging.
b( 7=8 of respondents rated Maa-a as having *ood &ackaging.
c( 198 of respondents rated Maa-a as having Aad &ackaging.
d( 1!8 of respondents rated Maa-a as having Jery *ood
&ackaging.
e( Inly 1 8 of respondents rated Maa-a as having Jery Aad
&ackaging.
3I<7I<)S>
$rom the survey, it has found that 18 of people say that Duality
is good and "!8 of people say that Duality is Jery *ood. It
means overall Duality of Maa-a is good.
11"
?8 of people say the brand image is good and 78 of people
say that brand image is Jery good. It means the overall brand
image of Maa-a is good.
@@8 of people say that the availability of Maa-a is average and
"K8 of people say that the availability is good. It seems the
overall availability of the product is average. And this is the
place where company has to look out for making changes in their
distribution strategy.
@78 of people say that packaging of Maa-a is +ust average and
7=8 of people say that Maa-a has good packaging. It means the
packaging of the company is average and thus they need to work
on it.
17. *ive your ratings to following attributes of /liceF
ATTRI8UTES VERY
)667
)667 AVERA)E 8A7 VERY 8A7
KUA;ITY
8RA<7 IMA)E
AVAI;A8I;ITY
PACEA)I<)
11@
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
Kualit=
11
a( "=8 of respondents rated /lice as having good Duality
product.
b( "=8 of respondents rated /lice as having Average Duality
product.
c( 198 of respondents rated /lice as having Jery good Duality
product.
d( @8 of respondents rated /lice as having Aad Duality product.
e( #one of the respondents rated /lice as having Jery Aad
Duality product.
8rand Ima#e
a( @8 of respondents rated /lice as having a good Arand Image.
b( 7=8 of respondents rated /lice as having an Average Arand
Image.
c( 1?8 of respondents rated /lice as having a very good Arand
Image.
d( Inly 18 of respondents rated /lice as having a Aad Arand
Image.
e( #one of the respondents rated /lice as having Jery Aad Arand
Image.
A?aila*ilit=
a( @!8 of respondents rated that /lice has *ood availability in
the market.
11?
b( "K8 of respondents rated that /lice has Average availability in
the market.
c( 1=8 of respondents rated that /lice has Jery *ood availability
in the market.
d( @8 of respondents rated that /lice has Aad availability in the
market.
e( #one of the respondents rated /lice as having Jery Aad
availability in the market.
PACEA)I<)
a( 798 of respondents rated /lice as having Average &ackaging.
b( 98 of respondents rated /lice as having *ood &ackaging.
c( @8 of respondents rated /lice as having Aad &ackaging.
d( 1!8 of respondents rated /lice as having Jery *ood
&ackaging.
e( #one of the respondents rated /lice as having Jery Aad
&ackaging.
3I<7I<)S2
$rom the survey, it has found that "=8 of people say that Duality
is good and "=8 of people say that Duality is Average. It means
overall Duality of /lice is Average.
11K
@8 of people say the brand image is good and 1?8 of people
say that brand image is Jery good. It means the overall brand
image of /lice is good.
"K8 of people say that the availability of /lice is average and
@!8 of people say that the availability is good. It seems the
overall availability of the product is average. And this is the
place where company has to look out for making changes in their
distribution strategy.
98 of people say that /lice has good packaging and 1!8 of
people say that packaging of /lice is Jery *ood and. It means the
packaging of the company is really good and that<s what people
like it as it gets easy to handle.
1". *ive your ratings to following attributes of $rootiF
ATTRI8UTES VERY
)667
)667 AVERA)E 8A7 VERY 8A7
KUA;ITY
8RA<7 IMA)E
AVAI;A8I;ITY
119
PACEA)I<)
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
Kualit=
11=
a( @"8 of respondents rated $rooti as having good Duality
product.
b( @18 of respondents rated $rooti as having Jery good Duality
product.
c( 1"8 of respondents rated $rooti as having Average Duality
product.
d( 78 of respondents rated $rooti as having Aad Duality product.
e( Inly 18 of the respondents rated $rooti as having Jery Aad
Duality product.
8rand Ima#e
a( ?"8 of respondents rated $rooti as having a good Arand
Image.
b( 7"8 of respondents rated $rooti as having a very good Arand
Image.
c( 178 of respondents rated $rooti as having an Average Arand
Image.
d( Inly 18 of respondents rated /lice as having a Aad Arand
Image.
e( Inly 18 of respondents rated $rooti as having Jery Aad
Arand Image.
A?aila*ilit=
17!
a( "8 of respondents rated that $rooti has *ood availability in
the market.
b( "18 of respondents rated that $rooti has Jery *ood
availability in the market.
c( 18 of respondents rated that $rooti has Average availability
in the market.
d( 18 of respondents rated that $rooti has Aad availability in the
market.
e( #one of the respondents rated $rooti as having Jery Aad
availability in the market.
PACEA)I<)
a( 98 of respondents rated $rooti as having *ood &ackaging.
b( 7!8 of respondents rated $rooti as having Jery *ood
&ackaging.
c( 1K8 of respondents rated $rooti as having Average &ackaging.
d( "8 of respondents rated $rooti as having Jery Aad &ackaging.
e( 78 of respondents rated $rooti as having Aad &ackaging.
3I<7I<)S2
$rom the survey, it has found that @"8 of people say that Duality
is good and @18 of people say that Duality is Jery good. It means
overall Duality of $rooti is Jery good.
171
?"8 of people say the brand image is good and 7"8 of people
say that brand image is Jery good. It means the overall brand
image of $rooti is Jery good.
"8 of people say that the availability of $rooti is good and "18
of people say that the availability is Jery good. It seems the
overall availability of the product is good.
98 of people say that $rooti has good packaging and 7!8 of
people say that packaging of $rooti is Jery *ood and. It means
the packaging of the company is really good and that<s what
people like it as it gets easy to handle.
1owever the stats show that $rooti is at no.1 followed by Maa-a
and /lice respectively at no.7 and no." position.
1@. 4ould you visit another store, if you do not find your brand at your
storeF
Pes
#o
177
A<A;YSIS2
$rom the survey it was found that amongst 1!! respondents.
a( "8 of respondents says that they would visit another store to
find there preferred Mango drink.
b( @K8 of respondents says that they would not visit another
store to find there preferred Mango drink.
3I<7I<)S2
$rom the survey, it has found that yet there are @K8 of people
who will stick to only one shop where whichever Mango drink is
17"
available they will buy it. And "8 of crowd says that they will
definitely go and visit another store to find there preferred
Mango drink. 6his "8 people are Arand conscious people. And
thus it shows that company has been partly successful to make
people brand conscious.
Recommendation and Su##estions2
3or Maa>a2
17@
#eed to start local advertisements.
#eed to change the pricing strategy.
Appoint Arand ambassador as both other company has it already.
#eed to 4ork on .istribution /trategy %Availability(.
Improvement in the packaging of Maa-a bottles.
Introduction of small tetra pack of Maa-a of 0s "N5
3or Slice2
#eed to improve Euality in terms of thickness.
#eed to 4ork on .istribution /trategy %Availability(.
Introduction of small tetra pack of slice of 0s "N5
.ecrease in the price of slice
#eed to start local advertisements.
3or 3rooti2
#eed to focus more on advertisements strategy.
$ocus on Arand positioning.
#eed to improve Arand ,oyalty.
#eed to expand brand, brand eDuity is not utili-e properly.
Must increase flavours.
C6<C;USI6<
17
$rom the survey we can conclude that, there is a big competition in Mango
drinks segment in regards to Maa-a, $rooti and /lice. 6hough, it has been
seen that people prefer $rooti more than Maa-a and /lice from the survey.
1owever, $rooti is not a clear Market ,eader as it is followed by Maa-a and
/lice respectively. &eople prefer Mango .rink less than 'ola drink. 6hus
companies have to create more awareness about mango drink by the way of
Advertisement. 'ompanies can endorse Arand Ambassador to promote there
product which is very necessary. 6here is !5! situation in advertisement
affecting purchases. 6hus ads must be made more attractive.
*enerally people are not having any regular timing or drinking soft drink but
we can assume that on an average every customer drink these drinks 75
times in a week and most people drink it without any reason %)ust like that(.
6he taste of the product influences people to Auy Mango .rink. 1owever it
is looked as an aid to put off thirst and as a 1ealthy drink compared to cola
drink.
&rice is reasonable but if it is lowered than obviously the purchasing power
of people will increase. 'ompanies should emphasis on sales promotion
techniDues such as price discount, buy two get one free 2 something free
with product respectively. 6his will help company to improve sales.
*enerally people prefer to drink 7! ml. Duantity of Mango drink at once.
Again there are half of the crowd who are Arand loyal and another half are
those who switch from one product to another. *enerally it is because of non
availability of the product. 1owever no clear Market leader, still $rooti is
leading with followers Maa-a and /lice respectively.
17?
8I8;I6)RAP:Y
17K
1. Marketing Management > 17
t h
Cdition, by &hilip Kotler and
Kevin ,ane Keller.
7. Marketing 0esearch > K
t h
Cdition, by .avid A. Aaker, J.
Kumar and *eorge /. .ay.
". www.thecoca5colacompany.com
@. www.coca5colaindia.com
. www.parleagro.com
?. www.pepsi.com
K. www.afaDs. com
9. www.google. com
Euestionnaire
179
1. 4hich Mango drink do you preferF
$rooti
Maa-a
/lice
7. $reDuency of consumption of your preferred drink in a weekF
.aily
75 times
More than times
". In what occasions, do you often consume the Mango .rinksF
$eeling 6hirsty
&arties N 'elebrations
4ithout any reason %+ust like that(
Any other
@. 4hat induces you to buy Mango .rinkF
&rice with Duantity
1ealth .rink
/tatus symbol
6aste
Jariety
17=
. 1ow do you view Mango .rinkF
As a health drink
As a status symbol
As an aid to put off thirst
Any other
?. .o advertisements affect your purchasesF
Pes
#o
K. 4hat do you feel about the price of Mango drinksF
Jery high
1igh
Medium
,ow
0easonable
9. .o you feel a price reduction will increase your purchasing powerF
Pes
#o
=. 4hich pack do you consume the mostF
1"!
6etra pack
7! ml
?!! ml
1.7 lit
1!. 0ank the following according to your taste and preferenceF
$rooti
/lice
Maa-a
11. *ive your ratings to following attributes of Maa-aF
ATTRI8UTES VERY
)667
)667 AVERA)E 8A7 VERY 8A7
KUA;ITY
8RA<7 IMA)E
AVAI;A8I;ITY
PACEA)I<)
17. *ive your ratings to following attributes of /liceF
ATTRI8UTES VERY
)667
)667 AVERA)E 8A7 VERY 8A7
1"1
KUA;ITY
8RA<7 IMA)E
AVAI;A8I;ITY
PACEA)I<)
1". *ive your ratings to following attributes of $rootiF
ATTRI8UTES VERY
)667
)667 AVERA)E 8A7 VERY 8A7
KUA;ITY
8RA<7 IMA)E
AVAI;A8I;ITY
PACEA)I<)
1@. 4ould you visit another store, if you do not find your brand at your
storeF
Pes
#o
1"7