softdrinks

1. SOFT DRINKS INDUSTRY
Soft drinks are become part and parcel of the Indian lifestyle. Be it children, the college kid or the middle aged
Indian soft drinks are enjoyed by one and all in the country. Especially after the influx of a number of fast food
joints in India soft drinks have gained more popularity. Food like pizzas burgers and French fries go hand in hand
with soft drinks. Gone are the days when a soft drink was enjoyed to the combat a sunny day. Today soft drinks
are enjoyed with almost every meal that one has outside his/her home. Despite several issues that crept up
regarding the ingredients used behind the manufacturing of soft drinks the market remained stable. The soft drink
industry in India is categorized on the basis of carbonated and non carbonated drinks. The carbonated drinks
include flavors like cola, lemon and orange and the non carbonated drinks segment includes mostly mango
flavors. The non carbonated segment includes fruit juices and squashes. The Top Soft Drink Brands in India are
Coca-Cola, Pepsi and Thumps Up. The other popular soft drink brands in India include Fanta, Mirinda,7Up,
Sprite Limca etc. In order to cater to all the segments of the society these top soft drink brands are available in
numerous sizes. .
The Top Soft Drinks Brands in India-
Coca Cola
Pepsi
Mountain Dew
Maaza
Nimbooz
COCA COLA-:
MARKET SHARE-:
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company
controls about 59% of the world market.
PRODUCT BRANDS -:
Coke
Sprite
Fanta
Diet coke
Coke classic
TARGET MARKET-:
Coke’s commercials basically based on young generations, So, the young generation is the target market
of Coke because they want to represent Coke with the youth and energy but they also consider about
the old people they take then as a co-target market.

2. MAJOR SEGMENTS
Major segments are basically those people who take this drink daily and those areas where the
demands is higher then the other areas. There are so many people who take this drink daily and those
people who take weekly and those who take less often are always there as well. So, their basic
segments are those people who take this drink regularly
BRAND DIFFERENTIATION
Now different companies have got different brand names. So, people can distinguish between brands. Two major
brands “coke” and “Pepsi” also have brand names.
MARKET POSITIONING
The total range of Coca Cola company in Pakistan includes:
Coke.
Sprite.
Fanta.
Diet Coke
And company offers their products in different bottle sizes these includes:
SSRB (standers size returnable bottle)
LRB (litter returnable bottle)
NRB (no return bottle) or disposable bottle
PET 1.5 (1.5 litter plastic bottle)
CANS (tin pack 330 ml)
PACKING
Coca cola products are available in different packing
24 regular bottle shell
6 bottle pack for 1.5 pets
12 bottles in a pack for disposable bottle
24 cans in one pack.
PRICE
The prices of Coca-Cola's products vary according to the brand and the size. The prices of the main products are
shown below.
ProductSizePrices (approx. not on sale prices)

3. Coke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoca-Cola soft
drinksCoca-Cola soft drinksPowerAde2L bottle1.25L bottle600mL bottle300mL bottle375 x 30 cans375 x 18
cans ---$2.57$1.35$2.10 - $2.30$1.30$17.87$12.98$2.80
DISTRIBUTION
The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers
and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants,
petrol stations and newsagents.
PEPSI
THE BUSINESS ENVIRONMENT
Consumers
Pepsi believe the main 'drivers' behind consumer behavior are value, variety, attitudes and convenience.
Competitors
Pepsi's direct competitor is Coca-Cola Amatil. The non-soft drink competitors are tea, coffee, water, energy
drinks, sports drinks, milks, etc which are all consumed on beverage occasions. Pepsi aims to gain a greater share
of these occasions.
The Marketing Mix:
Product:
Pepsi, Pepsi Light, Pepsi Twist, Pepsi Max, Pepsi Diet, Pepsi One, Pepsi Vanilla, Pepsi Blue, Pepsi Wild
Cherry, 7UP, Diet 7UP, Caffeine Free Pepsi Light, Mountain Dew (including Diet, Caffeine Free, Code
Red, and Live Wire flavours.
Price:
Pepsi is competitively priced to its major competitors, offering a better tasting product at a competitive price.
Promotion:
60% of the marketing funds are spent on advertising. Primarily TV advertising with radio, magazine, cinema
and outdoor support. Other promotional items include: point of sale material, consumer premiums (e.g. clothing,
caps, etc), sporting and concert sponsorships
Place:
PAH/PI own the Pepsi brands. They sell the concentrate to CSA who manufactures and bottles the Pepsi products
and distributes it to consumers. CSA distribute Pepsi via various channels e.g. major supermarket chains,

4. smaller milk bars, restaurants and fast food outlets (KFC, Pizza Hut and Oporto). Pepsi also have refrigerated
vending machines at various locations and workplaces. Service the right pack size at the right price, in the right
place at the right time.
MAAZA
 Maaza was acquired by Coca Cola India.
 Over the years, Maaza has become synonymous with mango.
 The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and
'Botal mein aam, maaza hain naam.
It5 is available in 200 ml , 250 ml , 125 ml Tetrapak and 200 ml Tetrapak.
TARGET MARKET-:
Primary and Secondary market.(recreational,health,fitness, sports, lifestyle, )
MARKET SEGMENTATION-:,
Geographic, Demographic, Behavioural,Psychographic variables.
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