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Patel 117
It marks the beginning of the two Cola giants Pepsi and Coca Cola in India.
Pepsi and Coca Cola with a market share of more than 95% in the urban areas,
To study about the consumer behaviour towards soft drink industry in India
To understand the various brands and the market strategy followed by them to attract
1)
Sources of the data Primary Source - A survey on a sample size of 300 people belonging to various Age Groups from Mumbai with the use of a Questionnaire Secondary source: This was collected from related books and websites.
2) Nature of Data
Data collected from consumers are opinion while that from related websites and books are facts.
Communication Approach
Tool:
4) Scale of Measurement
The soft drink industry began in the mid-1880s The first merchant to bottle Coca-Cola was Joseph A. Biedenharn of Vicksburg,
Pepsi-Cola.
During the 1980s, the soft drink industry faced stiff competition from the makers of
bottled water.
The Indian soft drink beverage market is dominated by Coca-Cola India and PepsiCo. Soft drink market size for FINANCIAL YEAR 2013 - 14 was around 270 million cases
(6480million bottles).
This extraordinary success of soft drinks can be attributed to the following
factors: Absence of contemporary competitive brand. Euphoric image built up in the Western countries proceeded the entry into Indian Market; and Indians are very found by nature of foreign goods, services etc. due to prolonged foreign
rules.
The Pepsi-Cola story itself begins with a drugstore in New Bern, North Carolina, and a
the world with annual revenues exceeding $30 billion and has more than 480,000 employees.
PepsiCo expanded its business after merger with Frito-Lay in 1965 PepsiCo has 3 divisions
Beverages
Snack foods
Restaurants
Coca-Cola, the product that has given the world its best-known taste was born in
Coca- Cola was the leading soft drink brand in India until 1977
In 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary,
Both companies have followed the marketing concept by offering products that meet
countries.
Coke hired marketing executives with good track records. Coke also implemented cross training of managers. Pepsi has always taken more risks, acted rapidly, and was always developing new
advertising ideas.
In 2003, the Centre for Science and Environment (CSE) said aerated waters produced
by soft drinks manufacturers in India contained toxins and pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects.
CSE found that the Indian-produced Pepsi's soft drink products had 36 times the level
of pesticide residues permitted under European Union regulations; Coca Cola's 30 times.
No such residues were found in the USA. The Coca-Cola Company and PepsiCo denied the allegations.
In Kerala, sale and production of Pepsi-Cola, along with other soft drinks, was banned
by the state government in 2006, but this was reversed by the Kerala High Court merely a month later.
Five other Indian states had announced partial bans on the drinks in schools, colleges
and hospitals.
The public response to CSEs findings was very sharp as reflected by steep drop in
sales.
Despite of the initial knee-jerk reaction, the general public by and large has not been
Social
Age
Cultural
Economic Circumstances
Family
Lifestyle
Reference groups
Personal
Age Composition
Age Composition
72
66
72
90
120 100 80 54 3 6 21 57 42 24 0 6 12 6 Daily 12 12 12 6 15 12 9 36 27 18 12 9 0 Once Once Once in 10 in 2 - 3 in a days weeks Month 39 6 6 12 3 21 12 6 3 0 Even Less
60
40 20 0
24
21
15 9 9 3
70 60 50 40 30 20 10 0
12 12 12 15
3 9
21
12 27 27 3 6 3 9 21 6 12 18 6 6 0 3 0
27
9 6 12 3
Packaging Preferred
87 6 9
111 66 21
1.5ltr
2ltr
250ml
330ml
500ml
Tin
60 40 20
15 12 15 6 0
6 24 3 18 9 0 3 6 3 0
21
60
54
50 40 30 24 20 10 0 10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs & Above 42 36 30 27 Yes No 42 45
4 4 3.5 3 33
4 3
4 3
4 3 3.2
3 2.5 2
1.5 1 0.5 0 10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs & Above 1
22
22
222
Overall Average
108
9
Total
177
36
45 27
45 27
10 - 17yrs
18 - 25yrs
26 - 33yrs
Total
144
156
80
60 40 20 0 10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs & Above Total
30 36
39
51
33 39
42
Fanta Mirinda
30
250 201
200
150 99 100 50 0 10 - 17yrs 18 - 25yrs 26 - 33yrs 34yrs & Above Total 30 36 27 63 24 48 18 54 7 Up Sprite
183
45 21
39
51 24
48
10 - 17yrs
18 - 25yrs
26 - 33yrs
Total
48
18
250 200 60 150 45 100 34 & Above 26 - 33yrs 18 - 25yrs 10 - 17yrs 0 3 Price 9 6 21 6 Quality 0 3 9 3 Availability 3 12 9 3 Brand Name 0 3 Other
51
50 54 0 Taste
250
240
246
200
150 100 Pepsi Coke
48
50 0 High
39 12 Fair Low
15
176
124 Yes No 25 31 41 32 40
65 48 18
10 - 17yrs
18 - 25yrs
26 - 33yrs
34 & Above
Total
180 160 140 120 100 80 60 40 20 0 10 - 17yrs 18 - 25yrs 26 - 33yrs 34 & Above 42 24 27
171
129
63
42 48
Yes No
30
24
Total
Source of Information
4% 21% 2% 8% 47% Family & Friends Newspaper Retailers Television Advertisement Hoardings Online
18%
because they have a perception that regular consumption is not good for health.
Soft drinks companies need to tap the older Age Group.