244879299 Comparative Study

7/23/2019 244879299 Comparative Study

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EXECUTIVE SUMMARY

Alphonso is a mango cultivar that is considered b man to be one o! the

best in terms o! s"eetness# richness and !lavor$ It has considerable shel! li!e

o! a "ee% a!ter it is ripe ma%ing it e&portable$ It is also one o! the most

e&pensive %inds o! mango and is gro"n mainl in 'o%an region o! "estern

India$ It is in season April through Ma and the !ruit "eigh bet"een ()*g

and +**g each$

,on aerated Mango drin%s li%e -rooti ./arle Agro Co$0# 1umpin .2odre3Industries 4td0# Maa5a .Coca Cola Co$0# 6u%es Mangola and Slice ./epsiCo

Inc$0 are ver popular in India$ Man other local brands are also available$

Alphonso mangoes are mostl e&ported !rom Ratnagiri and sindhudurg

districts o! Maharashtra$

7ere main three mango drin%s giants Coca Cola# /epsiCo 8 /arle Agro

mar%eted their mango drin%s i$e$ Maa5a# Slice 8 -rooti respectivel$ India9s

mango obsession might be as old as the !ruit but the business opportunities it

is creating !or !ood processing sector is something that has never happened

be!ore$ :hile mango drin% brands li%e Coca;Cola .Maa5a0# /epsi .Slice0#

6abur .Real Mango 3uice0 and /arle Agro .-rooti0 are promoting the

categor "ith ne" mar%eting and advertising campaigns$

,e" capacities# driven b the mango 3uice and drin% segment# are being

added even as the industr consolidates itsel!$ The total domestic processing

capacit !or the %ing o! !ruits has gone up man times in the past t"o ears

and no" is estimated at ()#*** tonnes per da during the season$ The

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demand !or processed Indian mango products is gro"ing b about )= o! the mar%et share? about +> million cases

o! mango;based drin%s are consumed b Indians ever ear$

Similarl Coca;Cola# "hose product @Maa5a is said to have more than +)=

mar%et share !or mango drin%s in India$ The demand !or this mango all over

India is abnormal$ Anbod cant !orecast the e&act demand 8 gro"th o!

this mango drin%s eing on mar%et$ India is the "orld9s largest mango

producer# accounting !or more than )* per cent o! the "orld9s output in


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Countries Share in lo!al production "in #$India %&

China 9

Me&ico 'Thailand %.2

/hilippines 4

/a%istan 3.8

,igeria 3

Indonesia 2.'

Fra5il 2.%

Egpt &

Top (ango Producing Countries of the )orld

Source* C+ )orld act !oo "20&&$

+


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Source* ///.mapsof/orld.com

Thus India is "orlds 4argest manu!acturing Countr and the companies li%e

Coca;cola# /epsiCo and /arle Agro have a big bene!it to manu!acture there

product "hich are based on mango$ This compans ne"er get shortage o!

ra" material and it is an added advantage to the companies$


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SCP1 ST

($ 6etailed stud o! the non;carbonated so!t drin%s industr in India$


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1S1C (1T:*

$ T C::1CT+;

(0 Primar< Source

Consumers


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:iterature e>ie/

T+C:1 ;. &

PepsiCo +ndia launches interacti>e promotion for (ango Slice

rida


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commercial "as shot under"ater in Thailand# and has artisticall captured

under"ater visuals that give 'atrina an ethereal loo% inside the bottle$

NSlice is all about the indulgence that is bottled in ever single pac%# and the

concept o! this uniHue initiative is to o!!er an un!orgettable e&perience to our

consumers via ever bottle o! SliceG said 7omi Fatti"alla# e&ecutive vice

president# Colas# 7dration 8 Mango;based 6rin%s ; /epsiCo India$ G:e

have !ocused e&tensivel on building engagement "ith our consumers via

e&citing e&periences planned online and on;ground# including radio

integrations# an interactive outdoor campaign "ith "eb inter!aces and larger;

than;li!e @'atrina in a Slice bottle installations# among others$G

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rticle no. 2

Coca-Cola Sesting ?2 5illion in :ong-Term,

Sustaina!le ro/th in +ndia

(Investment includes new infrastructure, partnerships, brand building and

sustainability programs)

;, +ndia, ;o>. &4, 20&&

Coca;Cola India# the countr9s leading Feverage Compan# toda announced

that the Coca;Cola sstem in India "ill invest USO< billion over the ne&t

!ive ears# beginning in


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,ART6 beverages have enormous gro"th potential in India$ The Coca;Cola

Compan and its bottling partners have robust plans to capture this

opportunit "ith investments in innovation# consumer mar%eting and brand

building# e&pansion o! distribution and cold drin% eHuipment placement as

"ell as !urther development o! manu!acturing capacit to meet gro"ing

consumer demand$

The Coca;Cola sstem has alread invested over USO< billion in India since

it re;entered the countr in (BB+# and currentl it directl emplos more than


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The Coca;Cola Compan has registered volume gro"th in India !or the past


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:orld"ide# The Coca;Cola Compan and its bottling partners are investing

nearl O+* billion over the ne&t !ive ears to support anticipated gro"th

across its sstem$ These investments range !rom ne" manu!acturing

!acilities to ne" distribution sstems to ne" mar%eting investments in

emerging economies$ The Coca;Cola sstem currentl emplos more than

**#*** people "orld"ide# ma%ing it one o! the "orld9s top !ive private

emploers$

(


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rticle no. 3

Coca-Cola +ndia, 6ain +rrigation Partner /ith armers to5oost (ango Production "thecoca-colacompan


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production o! the Totapuri Mango# a %e ingredient in Maa5a# India9s top;

selling mango drin%$

U76/ practices represent viable and sustainable solutions to meet the

gro"ing demand !or pac%aged mango;based beverages in the coming ears$

The initial demo !arms "ill sho"case and train !armers on U76/ practices

under a capabilit;building program 3ointl managed b Coca;Cola

Universit and 1ain Irrigation$ Coca;Cola Universit9s curriculum o! training

programs in India includes G/arivartan#G "hich has success!ull trained

more than *#*** traditional retailers through classroom teaching and acustomi5ed# on;the;go training bus$

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Article no$

Maa5a Mango ma5aa# round the ear

5< nushree 5hattachar


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and it is the e&perience that the crave more than the taste$ GLver the ears#

"e have relished di!!erent varieties o! mangoes$ The latest campaign !or

Maa5a is designed to give all mango lovers the choice to en3o the

superlative taste e&perience o! the delicious !ruit all through the ear# "ith a

ne" variet ;; Maa5a# the 97ar mausam aam9# he sas$

GThe thought is to strengthen brand Maa5a9s strong association "ith the

mango in a ver entertaining and engaging manner#G adds Avramen%o$

' V Sridhar# national creative director# 4eo Furnett# e&plains# G:hether it is

9Fina guthali "alla aam9 .seedless mango0 and 9Aam %i paas bu3hae9# to

91aldi %a hai9# Maa5a has al"as been positioned as an alternative !or people

"ho love mangoes and are read to do anthing !or it$ The ne" tagline# 97ar

mausam aam9# combines all earlier thoughts and re;positions Maa5a as the

natural ans"er to the problem o! being unable to consume mangoes once the

summer season gets over$G

In addition to a television campaign# Coca;Cola plans to roll out a range o!

initiatives including out o! home .LL70# point o! sale merchandise# and on;

ground activations across %e mar%ets$

Striing the right chord

The television campaign dra"s mi&ed revie"s !rom industr pro!essionals$

:hile most agree that 97ar mausam aam9 is the right idea !or the brand# the

add that the idea could have been brought alive in a more interesting "a$

(D


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Ran Mene5es# chie! creative o!!icer# /erceptP7# sas# GThe ad has a

promising start# but ends "ith a "himper ;; "ith a standard product

endorsement stle that sho"s a %id on top o! a mango tree mouthing the line$

The TVC is# ho"ever# "ell produced and cast$ 97ar mausam aam9 is a strong

plat!orm# "hich could have probabl been e&ploited better !rom the

vie"point o! the consumer# rather than the mango sellers# though Maa5a has

been do"n that path be!ore$G

Mera3 7asan# vice;president# strategic planning# Everest Frand Solutions#

calls the idea strategicall correct on the insight about Indians missing the

mango season# and round the ear consumption cues$

GMoreover# the mango sellers9 side o! the stor has been e&ecuted "ell# "ith

a good cast# "hich !urther ma%es it entertaining$ Lver all# the idea o! the

commercial "or%s and is also a "elcome departure !rom the last 9"annabe

commercial9 1aldi %a hai#G he adds$

(


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T+C:1 ;. %

+ts all fun and games /ith rooti

5< 5iprorshee as, afa@sA, (um!ai, pril 0', 20&&

Continuing "ith its theme o! 9:h 2ro" Up9# -rooti9s latest 9Cra5 Mango

-un9 campaign ta%es to !urther engagement "ith an outdoor game sho"$

The shades are dra"n$ The ice buc%ets are out$ The aroma o! luscious

mangoes !ills our senses$ And# -rooti launches its ne" campaign as the

countr "aits eagerl to savour the %ing o! !ruits$ A!ter -rooti 9Slurpbo&9 and

the much popular 9Mango Surprise9 campaign last summer# -rooti carries

!or"ard the theme o! 9:h 2ro" Up9 this ear$

This time around# it is a game sho"$ The campaign ; Cra5 Mango -un ;

created b Creativeland Asia "ith the team at /arle Agro# is a conceptualised

branded entertainment !or vie"ers in the !orm o! a mango;themed outdoor

game sho"$

-or the game sho"# called Mango Slam Fam Fam Fam# a set "ith giant

mangoes "as created "ith three mango;based games$ Eight rigged cameras

on the set captured ()* contestants in the age group o! ();D* ears tring

their hands at the games over a period o! three das$

Multiple +*;second television commercials !eaturing the participants in the

games are being aired# currentl$ Ram Madhvani o! EHuino& -ilms has

directed the !ilms$

(>


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GThe last time# "e interpreted a certain television !ormat and created it

around the mango$ This time# "e "ent a step ahead and too% on realit game

sho"s#G sas Sa3an Ra3 'urup# !ounder and creative chairperson#

Creativeland Asia$

GMadhvani and I o!ten 3o%ed a!ter the shoot that mabe "e should retire and

do game sho"s#G 'urup Huips$

7e sas that it is challenging to reinvent the categor ever ear and do

di!!erent things$ GAll agencies handling similar products get almost the same

brie!$ Fut# ho" much more can ou %eep saing the same thingJ :e bro%e-rooti do"n$ It is a !un drin%$ So# "e thought o! creating an e&perience$

/eople "ill remember people having !un "ith the mango#G sas 'urup$

G,obod has the time !or verbal gmnastics$ :e are the mar%et leaders and

"e "ant to head con!identl and demonstrate the same$ That is the genesis

o! 9:h 2ro" Up9#G he adds$

According to Madhvani# it is being ridiculous# but in a good "a$ 7e sas

that communication needs to get people tal%ing about it$

G:e are not 3ust loo%ing at a stand;o!! !ilm# but at interaction$ The best "or%

in advertising is one that goes beond the usual and becomes a part o!

popular culture$ :ith the -rooti campaign# the biggest challenge !or me "as

to create the atmosphere outside the camera that "ould capture the emotions#

the over"helming cra5iness inside it#G he sas$

(B


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GM 3ob "as not 3ust about placing the cameras# but to capture the realit ;

the mood ; to get people to react spontaneousl and be themselves#G

Madhvani adds$

Clearl aimed at higher engagement "ith the consumer# the integrated

campaign involves multiple +*;second TVCs !eaturing the participants# an

e&tensive social media campaign across various vehicles# direct mar%eting

and on;ground activation such as replicating the games at malls and other

strategic locations# sampling and radio$

A microsite# """$cra5mango!un$com# is also live "here games are beingdeveloped# "here one can superimpose other !aces on the !aces o! the

contestants in the ad and !or"ard it$

-rooti is also ting up "ith a outh channel to run the content as a branded

game sho" and a bigger blast is e&pected during the I/4$

,adia Chauhan# 3oint managing director and chie! mar%eting o!!icer# /arle

Agro# sas# G:e have the advantage o! using innovation in our

communications$ The ne" TVC is radical in its approach# ta%ing this

innovative realit TVC !ormat to a "hole ne" level that "ill help us

communicate the brand philosoph o! 9:h 2ro" Up9 and connect "ith

consumers across age groups$G

The media duties !or the brand are handled b LM6$


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Cra=< 1nough

The campaign has evo%ed mi&ed responses !rom industr e&perts$ :hile the

strateg that !acilitates large scale engagement has been "elcomed andmuch appreciated# the !ilms have met "ith slight criticism# as "ell$

Fri3esh 1acob# managing partner# :hite Canvas# is o! the vie" that the !ilms

get a tad monotonous$

GAs a !ormat# the previous campaign "as !ar more entertaining$ The !ilms in

this campaign# in the 5one o! !un games# get a bit repetitive a!ter a !e""atches$ I! ou have seen one !ilm# ou !eel ou have seen them all$ The

level to up the humour in some gets a little slapstic%# too#G sas 1acob$

7o"ever# he is all !or the strateg# "hich he thin%s "or%s "ell !or the brand

to sta on top o! the mind$

GIt is !antastic$ There is onl so much ou can tal% about "ith a product li%e

this$ It is a lo" involvement categor# and it is ver important !or the brand

to sta on the top o! the consumer9s mind$ So# it is phenomenal !or the brand

to ta%e that higher ground#G 1acob sas$

1itender 6abas# vice;president and head# planning# McCann Eric%son# loo%s

at the campaign at large# o!!ering his comment on the same# as "ell as the

categor$ According to him# -rooti occuping the territor o! !un# has bothits advantages# as "ell as ris%s$

GMango as a !ruit can be seen at t"o levels$ It is associated "ith e&treme

taste cravings# as "ell as the !un that is associated "ith the !ruit$ -rooti


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seems to occup the !un categor$ The creative device generates curiosit

instead o! craving$ The !ormat brea%s clutter# creates bu55 and has the

potential to step o!! TV !or a complete integrated campaign#G sas 6abas$

GIn this case# ho"ever# the advertising "ill be tal%ed about much more than

the product$ 6o I !eel li%e reaching out !or a mango drin% a!ter "atching the

adJ ,oQ :ill I be tal%ing about the campaignJ YesQ Right no"# -rooti might

not have to bother "ith the campaign having such clutter brea%ing potential#

but Maa5a and Slice are !ocussing on taste and craving$ 7ence# there is a

ris% o! the brand losing the taste association#G adds 6abas$


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;;-C5;T1 ST +;D +;ST +; +;+

; 717+1)*

The non;carbonated SL-T 6RI,' .,CS60 sector can be classi!ied as -ruit

drin%s# ,ectar and 1uices$ The classi!ication is based on the percentage o!

the !ruit pulp content in the beverage$

-ruit drin% has to have minimum !ruit pulp content o! (*=# "hile ,ectar

needs to have a minimum !ruit pulp content o!


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The main reason !or this gro"th in the ,CS6 Categor is the change o! the

consumer pre!erence !rom the carbonated to the non;carbonated so!t drin%

sector mainl due to increasing 7ealth A"areness among consumers and the

/esticide issue relating to Co%e and /epsi$

In the -ruit 6rin% segment# -rooti is the clear mar%et leader "ith around

>)= mar%et share but in the ,CS6 categor as a "hole# its (< share has

been declining because o! the gro"th in -ruit 1uice segment$

So# "ith the gro"th o! the ,CS6 categor# -rooti has to compete "ith all

the segments in this categor to ta%e a larger share o! this gro"th$


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51711

)hat is !e>erageE

A drin# or !e>erage# is a liHuid speci!icall prepared !or human

consumption$ In addition to basic needs# beverages !orm part o!

the culture o! human societ$ Lr an liHuid suitable !or drin%ing? Lr a liHuid

to consume# usuall e&cluding "ater? a drin%$ This ma include tea# co!!ee#

liHuor# beer# mil%# or so!t drin%s$

Terage

The various tpes o! beverage are

Alcoholic beverages

,on;Alcohol beverages

So!t drin%s

-ruit 3uice

7ot beverages

Lther

&. lcoholic !e>erages

An alcoholic beverage is a drin% containing ethanol# commonl %no"n as

alcohol# although in chemistr the de!inition o! an alcohol includes man


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other compounds$ Alcoholic beverages# such as "ine# beer# and liHuor have

been part o! human culture and development !or >#*** ears$

2. ;on-alcohol !e>erages

,on;alcoholic beverages are drin%s that "ould normall contain alcohol#

such as beer and "ine but are made "ith less than $) percent alcohol b

volume$ The categor includes drin%s that have undergone an alcohol

removal process such as non;alcoholic beers and de;alcohol 5ed "ines$

,on;alcoholic variants

4o" alcohol beer

,on;alcoholic "ine

Spar%ling cider

3. Soft drins

The name Gso!t drin%G speci!ies a lac% o! alcohol b "a o! contrast to the

term Ghard drin%G and the term Gdrin%G# the latter o! "hich is nominall

neutral but o!ten carries connotations o! alcoholic content$ Feverages

li%e colas# spar%ling "ater# iced tea# lemonade# sHuash# and !ruit are among

the most common tpes o! so!t drin%s# "hile hot chocolate#

hot tea# co!!ee# mil%# tap "ater# alcohol# and mil%sha%es do not !all into this

classi!ication$ Man carbonated so!t drin%s are optionall available in

versions s"eetened "ith sugars or "ith non;caloric s"eeteners$


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4. ruit Fuice

1uice is a liHuid naturall contained in !ruit or vegetable tissue$ 1uice is

prepared b mechanicall sHuee5ing or macerating !resh !ruits or vegetables

"ithout the application o! heat or solvents$ -or e&ample# orange 3uice is the

liHuid e&tract o! the !ruit o! the orange tree$ 1uice ma be prepared in the

home !rom !resh !ruits and vegetables using variet o! hand or

electric 3uicers$ Man commercial 3uices are !iltered to remove !iber or pulp#

but high pulp !resh orange 3uice is a popular beverage$ 1uice ma be

mar%eted in concentrate !orm# sometimes !ro5en# reHuiring the user to

add "ater to reconstitute the liHuid bac% to its Goriginal stateG

%. ot !e>erages

7ot beverages# including in!usions$ Some times drun% chilled$

Co!!ee;based beverages

Cappuccino

Co!!ee

Espresso

Ca! au lait -rappe

-lavored co!!ees .mocha etc$0

4atte


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7ot chocolate

7ot cider

Mulled cider

Tea;based beverages

-lavored teas .Chai etc$0

2reen tea

/earl mil% tea

Tea

7erbal teas

Yerba Mate

Roasted grain beverages

San%a

'. ther

Some substances ma either be called !ood or drin%# and accordingl be

eaten "ith a spoon or drun%# depending on solid ingredients in it and on ho"

thic% it is# and on pre!erence

Soup

Yogurt


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51711 +;ST +; +;+

India is home to one o! the most ancient cultures in the "orld dating bac%

over )*** ears$ Feverages industr in India plas an important role in the

Indian -MC2 mar%et$ It is an industr# in "hich the plaers constantl

innovate# in order to come up "ith better products to gain more mar%et share

and to satis! the e&isting consumers$


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The beverage industr is vast and there various "as o! segmenting it# so as

to cater the right product to the right person$ The di!!erent "as o!

segmenting it are as !ollo"s

Alcoholic# non;alcoholic and sports beverages

,atural and Snthetic beverages

In;home consumption and out o! home on premises consumption$

Age "ise segmentation i$e$ beverages !or %ids# !or adults and !or

senior citi5ens

51711

S

lcoholic ;on-lcoholic

Car!onated ;on-Car!onated

Cola ;on-Cola ;on-Cola

+*


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Segmentation based on the amount o! consumption i$e$ high levels o!

consumption and lo" levels o! consumption$

I! the behavioural patterns o! consumers in India are closel noticed# it could

be observed that consumers perceive beverages in t"o di!!erent "as i$e$

beverages are a lu&ur and that beverages have to be consumed occasionall$

These t"o perceptions are the biggest challenges !aced b the beverage

industr$ In order to leverage the beverage industr# it is important to address

this issue so as to encourage regular consumption as "ell as and to ma%e the

industr more a!!ordable$

-our strong strategic elements to increase consumption o! the products o!

the beverage industr in India are

The Hualit and the consistenc o! beverages needs to be enhanced so

that consumers are satis!ied and the en3o consuming beverages$

The credibilit and trust needs to be built so that there is a ver strong

and sa!e !eeling that the consumers have "hile consuming the

beverages$

Consumer education is a must to bring out bene!its o! beverage

consumption "hether in terms o! health# taste# rela&ation# stimulation#

re!reshment# "ell;being or prestige relevant to the categor$

Communication should be relevant and trend so that consumers areable to !ind an appeal to go out# purchase and consume$

The beverage mar%et has still to achieve greater penetration and also a "ider

spread o! distribution$ It is important to loo% at the entire beverage mar%et#

+(


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as a big opportunit# !or brand and sales gro"th in turn to add up to the

overall gro"th o! the !ood and beverage industr in the econom$

)hatGs in Soft rinsE

So!t drin%s have been part o! the American li!estle !or more than (** ears$

Man o! todas so!t drin%s are the same as the !irst ones en3oed in the

(>**s$

So!t drin% production begins "ith the creation o! !lavored srup using a

closel;guarded compan recipe$ The srup is mi&ed "ith puri!ied "ater and

+


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then carbonated b adding carbon dio&ides gas under pressure$ This

carbonation creates the Ntingl !i55 that gives so!t drin%s a re!reshing taste$

Now for a closer look at soft drink ingredients.

4i%e other !oods# the ingredients that are used so!t drin%s are approved and

closel regulated b the U$S$ -ood and 6rug Administration .-6A0$ All o!

the ingredients used in so!t drin%s are !ound in a variet o! other !oods$

)ater

So!t drin% production starts "ith a pure source o! "ater$ Regular so!t drin%s

contain B*= "ater# "hile diet so!t drin%s contain up to BB= "ater$ 6rin%ing

"ater o!ten contains trace amounts o! various elements that a!!ect its taste$

You have probabl noticed that tap "ater tastes di!!erent in various regions

o! the countr$ Fottlers use sophisticated !iltering and other treatment

eHuipment to remove an residual impurities and to standardi5e the "ater

used to ma%e so!t drin%s$

Car!on ioHide

A colorless and odorless gas# carbon dio&ide is the essential characteri5ing in

all Ncarbonated beverages$ It is given o!! "hen "e breathe and is used b

plants to produce o&gen$

:hen dissolved in "ater# carbon dio&ide imparts a uniHue taste$ -or that

reason natural sources o! carbonated# or e!!ervescent# mineral "aters "ere

++


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once highl pri5ed$ These rare mineral "aters "ere also believed to have

bene!icial medicinal properties$ E!!orts to ma%e and sell Narti!icial

e!!ervescent mineral "ater "ere "ell under"a in Europe and the U$S$ b

(>**$

It "as the innovative step o! adding !lavors to these popular Nsoda "aters

that gave birth to the so!t drin% beverages "e en3o toda$ In the earl das

o! so!t drin% manu!acturing# carbon dio&ide "as made !rom sodium salts$

This is "h carbonated beverages "ere called Nsodas or Nsoda "ater$

Toda# bottlers bu pure carbon dio&ide as a compressed gas in high;

pressure clinders$ Carbon dio&ide gas is absorbed into the !lavored so!t

drin% in a carbonator machine 3ust be!ore the container is sealed$ :hile

under pressure and chill the so!t drin% ma a sorbe up to !our times the

beverage volume o! carbon dio&ide$

:hen ou open a so!t drin% bottle or can# he Npop ou hear and the N!i55

ou see is the rapid escape o! carbon dio&ide gas caused b the sudden

release o! pressure on the beverage$

la>ors

Lne o! the most important ingredients in so!t drin%s is !lavoring$ Most so!t

drin% bottlers mi& man individual !lavors to create distinctive tastes$

,atural !lavors in so!t drin%s come !rom spices# natural e&tracts and oils$

-ruit;!lavored so!t drin%s such as orange and lemon;lime o!ten contain

+


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natural !ruit e&tracts$ Lther !lavors such as root beer and ginger ale contain

!lavorings made !rom herbs and spices$

There are also some arti!icial or man;made !lavorings used in so!t drin%s$

,ature does not produce enough o! some !lavors to satis! "orld demand$

Also# some natural !lavors are limited geographicall and seasonall$

Colors

Man people dont reali5e ho" important color is to taste perception$ Colora!!ects our pschological impression o! !ood$ I! ou don @believe it# tr

eating a !amiliar !ood in the dar%$ The colors used in !oods and beverages

come !rom both natural and snthetic sources$

Caffeine

Ca!!eine is a substance that occurs naturall in more than D* plants including

co!!ee beans# tealeaves# %ola nuts and cacao beans$ In some cases# small

amounts o! ca!!eine are added to so!t drin%s as part o! the !lavor pro!ile$ The

amount o! ca!!eine in a so!t drin% is onl a !raction o! that !ound in an eHual

amount o! co!!ee or tea$

Ca!!eine has a classic bitter taste that enhances other !lavors$ It has been part

o! almost ever cola;and pepper;tpe beverage since the "ere !irst

!ormulated more than (** ears ago and has been en3oed in co!!ee# tea and

chocolate beverages !or centuries$

+)


36/127

Even though some people !eel the e!!ects o! ca!!eine are harm!ul# scienti!ic

research has re!uted these claims$ The long histor o! ca!!eines use con!irms

that it is sa!e "hen consumed in moderation$ -or people "ho "ish to restrict

their ca!!eine# man ca!!eine;!ree so!t drin%s are available$

cidulates

Similar to !ruit 3uices and man other !ood products# most so!t drin%s are

slightl acidic$ Acidulates add a pleasant tartness to so!t drin%s and act aspreservative$ Some so!t drin%s contain a small amount o! one or t"o

common !oods acidulates K phosphoric acid and citric acid occasionall#

other acidulates such as malic acid or tartaric acid are also used$

Preser>ati>es

So!t drin%s do not normall spoil because o! their acidit and carbonation$

7o"ever# storage conditions and storage time can sometimes impact taste

and !lavor$ -or this reason# some so!t drin%s contain small amounts o!

preservatives that are commonl used in man !oods$

Potassium

/otassium is another essential nutrient !ound man natural and man;made

!ood ingredients$ 4i%e sodium# potassium e&ists naturall in drin%ing "ater

+D


37/127

and# there!ore# so!t drin%s$ Small amounts o! potassium are also !ound in

some o! the !lavoring agents and other ingredients used in so!t drin%s$

Sodium

Fecause the names Nsoda pop# Nsoda "ater "as associated "ith earl so!t

drin%s# man people !alsel believe that carbonated beverages contain

signi!icant amounts o! sodium$ This is not true$

Sodium# in the !orm o! various salts# is present in man natural and man;made compounds$ It is an essential mineral nutrient responsible !or

regulating and trans!erring bod !luids# as "ell as other important bod

!unctions$ Although an adeHuate dail inta%e o! sodium is necessar !or

good health# e&cessive consumption has been tied to high blood pressure in

some people$

So!t drin%s are not signi!icant sources o! sodium in the diet$ In !act# the local

drin%ing "ater suppl used in ma%ing so!t drin%s contributes most or all o!

the sodium$ Small amounts o! sodium in some so!t drin%s can also come

!rom other ingredients$

So!t drin%s are classi!ied b -6A as Nlo" or Nver lo" sodium !oods$

Even people "ho are advised to restrict their inta%e o! sodium b their

doctor can usuall drin% and en3o so!t drin%s "ith their doctors approval$

Sodium;!ree so!t drin%s are available$

+


38/127

S/eeteners

;on-iet Soft rins

Most regular .non;diet0 so!t drin%s are s"eetened "ith sucrose or high

!ructose corn srup# .7-CS*0$ A mi&ture o! these s"eeteners ma also be

!orm sugarcane or sugar beets$ 7-CS is a ne"er and more convenient liHuid

s"eetener# similar to sucrose but made !rom corn$ It is no" use in man

prepared !oods$

:ith either# the amount o! s"eetener in a so!t drin% ranges !rom to (=#

about the same amount as a glass o! pineapple or orange 3uice$ Foth sucrose

and 7-CS are easil digested carbohdrates# and carbohdrates are an

important part o! the diet$ The provide calories# "hich are the source o!

energ !or the bod$

Sometimes thought to be more !attening than other !oods sugar actuall

contains the same number o! calories b "eight as protein . caloriesPgram0#

and less than hal! the calories o! !at .B caloriesPgram0$ Sugars also contain

!ar !e"er calories than alcohol . caloriesPgram0$

iet Soft rins

The popular class o! beverages %no"n as diet so!t drin%s is made possible b

the intensel s"eet substances "e re!er to as Ndiet or Nlo" calorie

s"eeteners$ Aspartame# saccharin# sucralose and a casual !ame ' are

+>


39/127

approved !or use in so!t drin%s toda and s"eeteners remains an active area

o! !ood research$ F choosing !rom a variet o! di!!erent s"eeteners#

manu!acturers can blend s"eeteners to match beverage !ormulations and

better appeal to all consumer tastes and pre!erences$

spartame

A!ter man ears o! scienti!ic testing# aspartame "as !irst approved !or use

in some !oods in (B>(# and !or so!t drin%s in (B>+$ it has been revie"ed and

approved# not onl b the U$S$ -ood and 6rug Administration .-6A0# but

also b the governments o! more than D* countries and the :orld 7ealth

Lrgani5ation$

Aspartame is a Nnutritive s"eetener# meaning it is easil digested and

provides calories$ 7o"ever# its s"eetening po"er is so great that the tin

amount needed to s"eeten a so!t drin% adds less than one caloric per (


40/127

Saccharin has man desirable properties that ma%e it a valuable !ood

ingredient$ It is e&tremel s"eet K about +** times s"eeter than sugar K and

contributes no calories$ It is stable in !oods and is metabolicall inert# "hich

means that it goes through the bod "ithout changing$ -inall# it is relativel

ine&pensive$

Fecause o! some concerns raised in the late (B*s# labels !ormall "ere

reHuired on all products containing saccharin$ It is no" generall accepted

b academic scientists# the !ederal governments ,ational To&icolog

/rogram and various international health organi5ations that there is no ris%

in consuming saccharin$ The man ears o! saccharin use demonstrate not

onl its popularit "ith so!t drin% manu!acturers# but also "ith consumers$

cesulfame

Acesul!ame '# under the brand name o! NSunnett# is an e&ample o! a ne"

diet s"eetener approved !or so!t drin%s b the -6A in (BB>$ Acesul!ame '

is a calorie !ree# heat stable s"eetener that is !or use in a "ide variet o!

!ood products including so!t drin%s$ Sucralose is a lo" calorie# high;intensit

s"eetener that is about D** times s"eeter than sugar$ It is sold under the

brand name o! NSplenda Sucralose and sucrose .sugar0 have been sho"n to

have similar taste and !lavor pro!iles$

A number o! other !ascinating lo";calorie s"eeteners are currentl

undergoing sa!et evaluations !or !uture use$ These include all;time# a

*


41/127

compound similar to aspartame that is remar%abl


42/127

sugar# no beer# along "ith developments in 3uice drin%s and dair;based

drin%s# are helping to turn around sales in these categories$ :hat !ollo"s is a

categor;b;categor loo% at the state o! the beverage industr# including the

top brands# ne" products# innovations and !uture trendsetters$

In order to be success!ul in the mar%etplace# one has to thin% in terms o!

health innovation# !lavor innovation# ingredient innovation and speci!ic age

groups$ These are the !actors that "ill shape the !uture o! the beverage

industr$

NTodas consumers are concerned "ith overall health and "ellness$ As a

result# there is signi!icant impact on !ood and beverage purchases$ Man

studies have sho"n that consumers are as concerned "ith good health as

the are about maintaining a high Hualit o! li!e$

6o ou %no" "hat tpe o! ne" beverage consumers are most li%el to trJ

6o ou %no" "here the are most li%el to pic% those products upJ 6o ou

%no" "hJ

Feverage Industr "anted to %no" the ans"ers to these Huestions and to

delve deeper into the ever;increasing number o! ne" product launches in the

beverage mar%et$ NThe so!t drin% industr is training people to see% out ne"

products# even the big gus are coming out "ith limited;edition !lavors# and

consumers are beginning to see that there is more !lavor activit going on in

the categor$ :hether that reall nets anbod an sales gains is another

thing# but it is teaching consumers to see% out and tr ne" products$ Its also

tring to create some e&citement there$


43/127

In spite o! several challenges and restrictions !aced b this industr# it is a

@roll li%e never be!ore$ Customer pre!erences ma have shi!ted# but the are

still al"as on the loo% out !or a can o! @co%e or a ne" @!lavored drin% to

Huench their thirst$

+;+; 51711 (D1T

The si5e o! the Indian !ood processing industr is around O D)$D billion#

including O million$

The si5e o! the semi;processedPread;to;eat !ood segment is over O($(

billion$ 4arge biscuits 8 con!ectioner units# Soa processing units and

starchPglucosePsorbitol producing units have also come up# catering to

domestic and international mar%ets$

+


44/127

The three largest consumed categories o! pac%aged !oods are pac%ed tea#

biscuits and so!t drin%s$ The Indian beverage industr !aces over suppl in

segments li%e co!!ee and tea$ 7o"ever# more than hal! o! this is available in

unpac%ed or loose !orm$ Indian hot beverage mar%et is a tea dominant

mar%et$

Consumers in di!!erent parts o! the countr have heterogeneous tastes$ 6ust

tea is popular in southern India# "hile loose tea in pre!erred in "estern India$

The urban;rural split o! the tea mar%et "as )(B in million$

The total so!t drin% .carbonated beverages and 3uices0 mar%et is estimated at

million crates a ear or O( billion$

The mar%et is highl seasonal in nature "ith consumption varing !rom


45/127

Source Euromonitor International


46/127

ST )T ST +;D (D1T

ST +;DS

Carbonated drin%s are dominated b arti!icial !lavors based on cola# orange

and lime "ith /epsi and coca;cola dominating the mar%et$ The entire part o!

the drin% is based on its arti!icial !lavors and s"eetening agents as no natural

3uice is used$

So!t 6rin%s in India industr pro!ile provide top;line Hualitative and

Huantitative summar in!ormation including mar%et si5e .value# and

!orecast to )0$ The pro!ile also contains descriptions o! the leading plaers

including %e !inancial metrics and analsis o! competitive pressures "ithin

the mar%et$ Essential resource !or top;line data and analsis covering the

India so!t drin%s mar%et includes mar%et si5e data# te&tual and graphical

analsis o! mar%et gro"th trends# leading companies and macroeconomic

in!ormation$

ighlights

The so!t drin%s mar%et consists o! retail sale o! bottled "ater# carbonates#

concentrates# !unctional drin%s# 3uices# RT6 tea and co!!ee# and smoothies$

7o"ever# the total mar%et volume !or so!t drin%s mar%et e&cludes the

concentrates categor$ The mar%et is valued according to retail selling price

.RS/0 and includes an applicable ta&es$ An currenc conversions used in

D


47/127

the creation o! this report have been calculated using constant billion in


48/127

The per capita consumption o! so!t drin%s in India is around ) to D bottles

.same as ,epal9s0 compared to /a%istan9s ( bottles# Sri 4an%a9s )= o! the

so!t drin%s are currentl sold in returnable bottles$ There "as a !loating stoc%

o! about (*** mn bottles valued at Rs D bn$ I! the industr "ere to abide b

the ne" guidelines# it "ould have to invest in ne" bottles# resulting in a cost

outgo o! Rs ) bn$ ,either Co%e nor /epsi is in a position to invest such a

large amount$

Around **#*** tonnes o! ra" material "ould be reHuired to replace the

e&isting stoc% o! bottles$ Instead# the so!t drin% industr suggested that a

seven;ear moratorium be e&tended to the industr so that it can incorporate

the change in a phased manner$ There is no such mandator reHuirement

an"here in the "orld to speci!icall label the glass sur!ace o! returnable

bottles$ The government has decided to e&tend the date !or replacing

the bottles to end;march


49/127

,CAER stud sas that B(= so!t drin% sales are made to the lo"er# middle

and upper middle classes$ The so!t drin% industr has been urging the

government to categorise aerated "aters .so!t drin%s0 eHuitabl "ith other

consumer products o! mass consumption and remove special e&cise dut$

The industr estimates that the beverage mar%et should gro" at t"ice the

rate o! 26/ gro"th$ The Indian mar%et should have# there!ore# gro"n b

atleast (


50/127

The result# at least# in the short run "as a loss o! the mar%et to the

competitor$ Coca;Cola decided to mar%et more e!!ectivel the /arle brands$

It had in its armour Co%e# Thumps Up# 4imca and -anta$ The latest to enter

mar%et "as /arles erst"hile Rim5im# alongside /ortello# a blac% currant

!lavoured drin%# ver popular in Srilan%a$

Coca;Cola operates through +) plants and (D !ranchisees throughout the

countr# "hile /epsiCo has !ranchisee bottlers$

'andhari Feverages# co%e bottlers !or north have been eeing to li!t a sta%e

in Coca;Cola India$ Coca;Cola had !iled an application to o!!load B= sta%e

o! its bottling operations in !avour o! their Indian operators$ Fesides

'andhari# three other bottlers# one each !rom Uttar /radesh# 2u3arat and

1ammu# "ere lined up to invest in 7industan Coca;Cola 7olding$ 'andhari

has alread invested Rs +** mn in (BBB and


51/127

The total investment b all the !our "as e&pected to be Rs (*** mn$ Foth

Coca;Cola and /epsiCo planned !or the launch o! lemon;!lavored versions

o! their products$ Foth have been e&panding their non;carbonated drin%

line;ups# as consumers seem to be shi!ting a"a !rom carbonated so!t

drin%s$ /epsiCo is deliberating "hether to come out "ith /epsi T"ist# a cola

mi&ed "ith lemon$ Fut "hile both companies have 3uice sports drin%s#

bottled "ater and other such drin%s in their line;ups# neither co%e nor /epsi

has launched a ne" national variet o! a cola;!lavoured carbonated so!t

drin% in ears$

/epsiCo had achieved Rs + bn "orth o! e&ports# "hich include processed

!oods# basmati rice# guar gum and so!t drin%s concentrate$ /epsiCo

completed the second phase o! its e&pansion and "ith this e&pansion#

/epsiCo "as to e&plore the possibilit o! e&panding the e&port o!

concentrates to more countries in addition to the e&ports to Russia and other

South Asian countries$

/epsi India has entered into a mar%eting tie up "ith 7industan 4ever to

promote sales o! so!t drin%s through /epsi;744 net"or% o! vending

machines and !ountains$ The ma3or so!t drin% brand in the /epsi stable are

/epsi# U/# Mirinda# Tropicana and AcHua!ina$

As a ma3or strategic departure# both M,Cs "ere e&panding their brand

range$ ConseHuent to some diversi!ing moves# at present# the sales ratio o!

Coca;Cola bet"een so!t drin%s and other beverages is B)$)$ The compan

intended to change this to >*


52/127

thrust$ It has plans to go in !or canned co!!ee# iced tea and

puri!ied categories under e&pansion schemes$ It has alread launched its

bottled "ater brand# 'inle# in the Indian mar%et$ Fesides# it is intending to

acHuire domestic brands in the non;carbonated beverages segment$

The global deal bet"een Coca;Cola and /82 to !orm a snac%s and

beverages 3oint venture compan "as reported to have slipped into rough

"eather$ The /82 brand o! potato "a!er# /ringles# seemed to be !aced "ith

distribution problems in India$ /82 had globall tied up "ith Coca;Cola to

!orm a stand;alone 3uice and snac%s compan$ The ne" !irm is !ocused on

developing and mar%eting ne" 3uices# 3uice based beverages and snac%s on a

global basis$

The Shar3ah;based Allied Feverages "as pushing its Ahlan brand in India#

having entered the mar%et in mid;


53/127

C(P; P+:1

CC-C:

Coca;Cola "as created in (>>D b 1ohn S /emberton# a pharmacist in

Atlanta# 2eorgia# "ho sold the srup mi&ed "ith !ountain "ater as a potion

!or mental and phsical disorders$ The !ormula changed hands three more

times be!ore Asa 6$ Candler added carbonation and b BB# it !ranchised its bottling operations in the U$S$#

gro"ing Huic%l to reach +* !ranchisees b (B(*$ 7eadHuartered in Atlanta

"ith divisions and local operations in over


54/127

advertising a challenge "ith language# culture# and government regulation

all serving as barriers$ -ormer CEL Robert :oodru!!s insistence that Coca;

Cola "ouldnt Nsu!!er the stigma o! being an intrusive American product#

and instead "ould use local bottles# caps# machiner# truc%s# and personnel

contributed to Co%es challenges as "ell "ith a lac% o! standard processes

and training degrading Hualit$

Coca;Cola continued "or%ing !or over >* ears on :oodru!!s goal to ma%e

Co%e available "herever and "henever consumers "anted it# Nin arms reach

o! desire$ The Second :orld :ar proved to be the stimulus Coca;Cola

needed to build e!!ective capabilities around the "orld and achieve dominant

global mar%et share$ :oodru!!s patriotic commitment Nthat ever man in

uni!orm gets a bottle o! Coca;Cola !or !ive cents# "herever he is and at

"hatever cost to our compan "as more than 3ust great public relations$ As

a result o! Co%es status as a militar supplier# Coca;Cola "as e&empt !rom

sugar rationing and also received government subsidies to build bottling

plants around the "orld$

T; T1 C1;T )T +(P1T+71

The (BB*s brought a slo"do"n in sales gro"th !or the Carbonated So!t

6rin% .CS60 industr in the United States# achieving onl *$*s$ :hile per capita consumption throughout the

"orld "as a !raction o! the United States# ma3or beverage companies

clearl had to loo% else"here !or the gro"th their shareholders demanded$

)


55/127

The looming opportunit !or t"ent;!irst centur "as in the "orlds

developing mar%ets "ith their rapidl gro"ing middle class populations$

T1 ):GS (ST P)1: 5;

Interbrands 2lobal Frand Scorecard !or 0# and a (BB< return to NCant beat the

real thing0 lin%ed that personalit to the core values o! each generation and

established Co%e as the authentic# relevant# and trusted re!reshment o!

choice across the decades and around the globe$

PT1;TS, CP+TS, T1 S1C1TS ; T1(DS

Compan o"ns numerous patents# coprights and trade secrets# as "ell as

substantial %no";ho" and technolog# "hich "e collectivel re!er to as

@@technolog$ This technolog generall relates to Compans products and

))


56/127

the processes !or their production? the pac%ages used !or products? the design

and operation o! various processes and eHuipment used in business? and

certain Hualit assurance so!t"are$ Some o! the technolog is licensed to

suppliers and other parties$ Compans spar%ling beverage and other

beverage !ormulae are among the important trade secrets o! Compan$

Compan o"n numerous trademar%s that are ver important to business$

6epending upon the 3urisdiction# trademar%s are valid as long as the are in

use andPor their registrations are properl maintained$ /ursuant to compans

bottlers agreements# compan authori5e bottlers to use applicable Compan

trademar%s in connection "ith their manu!acture# sale and distribution o!

Compan products$ In addition# "e grant licenses to third parties !rom time

to time to use certain o! compans trademar%s in con3unction "ith certain

merchandise and !ood products$

1(P:11S

Compan re!er to its emploees as @@associates$ As o! 6ecember +(#


57/127

Compan had appro&imatel ((#** and (+#*** associates# respectivel#

located in the United States# including /uerto Rico# o! "hich appro&imatel

(B* and B*# respectivel# "ere emploed b consolidated VIEs$

Coca cola Compan# through its divisions and subsidiaries# has entered into

numerous collective bargaining agreements$ Compan currentl e&pect that

it "ill be able to renegotiate such agreements on satis!actor terms "hen

the e&pire$ The Compan believes that its relations "ith its associates are

generall satis!actor$

)


58/127

P1PS+C

/epsiCo is a "orld leader in convenient !oods and beverages# "ith revenues

o! about O


59/127

"hich "e operate$ And in everthing "e do# "e strive !or honest# !airness

and integrit$

/epsiCos beverage business "as !ounded at the turn o! the centur b Caleb

Fradham# a ,e" Fern# ,orth Carolina druggist# "ho !irst !ormulated /epsi

K Cola$ Toda consumers spend about O++ billion on /epsi;Cola beverages$

Frand /epsi and other /epsi;Cola products K including 6iet /epsi# /epsi;

Lne# Mountain 6e"# Slice# Sierra Mist and Mug Frands; account !or nearl

one;third o! total so!t drin% sales in the United States# a consumer mar%et

totaling about D* billion$

/eps;Cola also o!!ers a variet o! non;carbonated beverages# including

AHua!ina bottled "ater# -ruit "or%s and all Sport$ In (BB< /epsi;Cola

!ormed a partnership "ith Tomas 1$ 4ipton Co$ toda 4ipton is the biggest

selling read;to drin% tea brand in the United States$ /epsi;Cola also mar%ets

-rappuccino read;to drin% co!!ee through a partnership "ith Starbuc%s$

In


60/127

Mirinda and /epsi;Cola ,orth America includes the United States and

Canada$ 'e international mar%ets include Argentina# Fra5il# China# India#

Me&ico# /hilippines# Saudi Arabia# Spain# Thailand and the United

'ingdom$ /epsi;Co Feverages International also produces# sells and

distributes 2atorade sports drin%s as "ell as Tropicana and other 3uices

internationall$

/epsi;Cola provides advertising# mar%eting# sales and promotional support

to /epsi;Cola bottlers and !ood service customers$ This ,e" advertising and

e&citing promotions %eep /epsi;Cola brands oung$ The compan

manu!actures and sells so!t drin% concentrate to /epsi;Cola bottlers$ The

compan also provides !ountain beverage products$

S1:1S

/epsiCo .smbol /E/0 shares are traded principall on the ,e" Yor% Stoc%

E&change in the United States$ The compan is also listed on the

Amsterdam# Chicago# S"iss and To%o stoc% e&changes$ /epsiCo has

consistentl paid cash dividends since the corporation "as !ounded$

CPT1 C+T+J1;S+P

/epsiCo believes that as a corporate citi5en# it has a responsibilit to

contribute to the Hualit o! li!e in our communities$ This philosoph is put

into action through support o! social agencies# pro3ects and programmes$

The scope o! this support is e&tensive K ranging !orm sponsorship o! local

programs and support o! emploee volunteer activities# to contributions o!

D*


61/127

time# talent and !unds to programs o! national impact$ Each division is

responsible !or its o"n giving program$ Corporate giving is !ocused on

giving "here /epsiCo emploees volunteer$

P1PS+C 1KT1S

/epsiCo :orld 7eadHuarters is located in /urchase# ,e" Yor%#

appro&imatel ) minutes !rom ,e" Yor% Cit$ The seven building

headHuarters comple& "as designed b Ed"ard 6urrell Stone# one o!

Americas !oremost architects$ The building occupies (* acres o! a ( K

acre comple& that includes the 6onate M$ 'endall Sculpture 2ardens# a

"orld acclaimed sculpture collection in a garden setting$

The collection o! "or%s is !ocused on ma3or t"entieth centur art# and

!eatures "or%s b masters such as Auguste Rodin# 7enri 4aurens# 7enr

Moore# Ale&ander Calder# Alberto 2iacometti# Arnaldo /omodoro and Class

Llden berg$ The gardens "ere originall designed b the "orld !amous

garden planner# Russelll /age# and have been e&tended b -rancois 2o!!inet$

The grounds are open to the public# and a visitors booth is in operation

during the spring and summer$

D(


62/127

P:1

Parle grois an Indian private limited compan$ It o"ns the brands li%e

-rooti# App# 4M,# 7ippo and Faille$ /arle /roducts "as !ounded in (B


63/127

Agro !or using the brand /arle !or competing con!ectionar products$ 4ater#

/arle Agro launched its con!ectioner products under a ne" design "hich

did not include the /arle brand name$

In


64/127

pp)= mar%et share$ ,o"#

-rooti also comes in /ET bottle pac%ing$ -rooti is li%e an Indian

ambassador and is a hot !avourite not onl in India but all across the

"orld$

-rooti is the !irst tetra pac% !ruit 3uice in India$ 4aunched in (B># -rooti still

holds a dominant position in the Rs+** crore tetra pac% !ruit 3uice .T-10

mar%et$ -rooti over these ears have carved out a niche !or itsel! in the

mar%et$ -rooti instantl caught the !anc o! Indian consumer "ith its

tetra pac% and some smart campaigns$ Initiall the drin% "as positioned

as a %ids drin%$ The product "as perceived as a health !ruit drin% b

the mothers$ So "ithin a short span o! time# the brand "as an

alternative to the Nunhealth colas$ The tetra pac% had other bene!its

also$ -ruit 3uice is a perishable product and tetra pac% have e&tended

the shel! li!e o! -rooti because tetra pac%s have < laers o! paper and a

plastic coating that ensured tamper proo! and enhanced shel! li!e$

4ured b the success o! -rooti# there "ere a lot o! ne" launches in the T-1

mar%et$ /laers li%e 2odre3 "ith 1umpin? %issan etc tried their luc% in

DD


67/127

this mar%et but !ailed to dislodge -rooti$ -rooti "as positioned as a

mango drin% that is N-resh;n;3uic -or over ears# the compan

promoted the product using that !amous baseline$ The product has tried

to create e&citement in the mar%et through a series o! ne" variants and

pac%ing$ Fut in late nineties the brand "as !acing stagnated sales$ The

compan tried to e&cite the mar%et "ith an orange and pineapple

variant but both the variant bombed$ The came "ith the e&periment in

pac%aging$

The YLQ -rooti variant came "ith a slim paper can aimed at the

college going outh$ :orried b the stagnating sales# /arle tried to

reposition the brand to appeal to outh aged bet"een (D;


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-rooti is basicall a nectar based drin% so it is not (**= !ruit 3uice# it also

has some preservatives added to increase the shel! li!e$ Although -rooti

did not !ace much competition in the categor it created# competition

came !rom a slightl di!!erent categor# (**= !ruit 3uices$ /arle sa" the

emergence o! the N(**= !ruit drin% mar%et and launched N,3o brand

but it did not clic%ed$ /arle could have e&tended -rooti to this mar%et

also$

The brand Real !rom 6abur is the main plaer in this categor$ Real

e!!ectivel positioned itsel! as a premium health drin% !or adults$

-rooti "as not able to appeal to adults and "as considered as a mango

drin% "hile Real is not restricted to an !lavour$ -rooti also changed its

positioning statement !rom @-resh;,;3uic to N1uice Up our li!e

"hich has not clic%ed "ith the customers$

Although -rooti en3os a commanding .)=0 mar%et share# -rooti is !acing

stagnation$ Ma be some serious steps should be ta%en to increase the

usage o! the product$ The launch o! /ET bottle -rooti is a step in this

direction$ Recentl -rooti also launched a N2reen mango variant 3ust

to create some hpe in the mar%et$ -rooti ma have to reposition itsel!

again to appeal to cola drin%ers$

D>


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(J

Maa5a is a Coca;Cola!ruit drin% brand mar%eted in India and Fangladesh#

the most popular drin% being the mangovariet so much that over the ears#

the Maa5a brand has become snonmous "ith Mango$ Initiall Coca;Cola

had also launched Maa5a in orange and pineapple variants# but these variants

"ere subseHuentl dropped$ Coca;Cola has recentl re;launched these

variants again in the Indian mar%et$

Mango drin%s currentl account !or B*= o! the !ruit 3uice mar%et in India$

Maa5a currentl dominates the !ruit drin% categor and competes "ith

/epsi9s Slice brand o! mango drin% and -rooti# manu!actured b /arle Agro$

:hile -rooti "as sold in small cartons# Maa5a and Slice "ere initiall sold

in returnable bottles$ 7o"ever# all brands are also no" available in small

DB
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cartons and large /ET bottles$ L! late# the Indian mar%et is "itnessing the

entr o! a large number o! small manu!acturers producing onl mango !ruit

drin%$

Maa5a has a distinct pulp taste as compared to -rooti and tastes slightl

s"eeter than Slice$ Maa5a claims to contain mango pulp o! the Alphonso

"hich is %no"n as N'ing o! Mangoes in India and Totapuri variet$

+ST (J

Maa5a "as launched in (BD in India$ The Union Feverages -actor# based

in the United Arab Emirates# began selling Maa5a as a !ranchisee in the

Middle East and A!rica in (BD$ F (BB)# it had acHuired rights to theMaa5a brand in these countries through Maa5a International Co 44C 6ubai$

In India# Maa5a "as acHuired b Coca;Cola India in (BB+ !rom /arle;Fisleri

along "ith other brands such as 4imca# Citra# Thums Up and 2old Spot$ As

!or ,orth America# Maa5a "as acHuired b 7ouse o! Spices in


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S:+C1

Slice is a line o! !ruit;!lavored so!t drin%s manu!actured b /epsiCo and

introduced in (B># "ith the lemon;lime !lavor replacing Teem$

Varieties o! Slice have included apple# !ruit punch# grape# passion !ruit#

peach gla5e# Mandarin orange# pineapple# stra"berr# Cherr Cola# GRedG#

Cherr;4ime# and 6r Slice$ Until (BB# the drin% contained (*= !ruit 3uice$

The original design o! the can "as a solid color related to the !lavor o! the

drin%$ These "ere replaced in (BB "ith blac% cans that !eatured color!ul

bursts .once again# related to the !lavor o! the drin%0# along "ith slic%er

graphics$ In (BB# the cans became blue "ith color;coordinated s"irls$ The

(


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original orange !lavor "as re!ormulated around this time "ith the ne"

slogan# GIt9s orange# onl t"isted$G Lrange Slice has since been changed

bac% to its original !lavor$

In the summer o!


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5rand d>antage

:ith the launch o! NAamsutra campaign in along "ith a "inning taste

8 most appealing pac% graphics# Slice created disruptive e&citement in the

categor and celebrated mango indulgence li%e no other$

:hile other plaers have portraed mango as a simple and innocent !ruit#

Slice celebrates the indulgence and sensualit o! consuming a Mango$ The

creative idea NAamsutra communicates the art o! e&periencing pure mango

pleasure through the taste o! Slice$

As a !irst ever b an brand in the 1uice and 1uice 6rin%s Categor#

Foll"oods reigning 6iva# 'atrina 'ai! "as signed on as the Frand

Ambassador on Slice$

Slice too% I,6U42E,CE to a ne" level in


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SWOT ANALSIS

S)T anal


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A S:LT analsis must !irst start "ith de!ining a desired end state or

ob3ective$ A S:LT analsis ma be incorporated into the strategic planning

model$ Strategic /lanning has been the sub3ect o! much research$

Strengths attributes o! the person or compan that is help!ul to

achieving the ob3ective.s0$

)ea%nesses attributes o! the person or compan that is harm!ul to

achieving the ob3ective.s0$

pportunities e#ternalconditions that is help!ul to achieving the

ob3ective.s0$

Threats e#ternalconditions "hich could do damage to the

ob3ective.s0$

/lanning !or an enterprise is entirel based upon Strength# :ea%ness#

Lpportunit# Threat .S:LT0$The S:LT is an e&cellent techniHue !orstrategic planning$ 7o"ard business school has been b planner all over the

"orld !irst develops the techniHue$ Such analsis helps to promote deep

thin%ing and creative solution b highlighting the root cause o! problems$

S:LT analsis enable the compan to choose de!ine its "anted !uture$

SWOT Analysis of !ango "rin#s in India

Strength

($ Mar%et leader in ,CS6 categor;

)eaness

)


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D*= Mar%et share$


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($ 7uge untapped unorgani5ed sector

in ,CS6 categor$


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SWOT Analysis of %rooti

Strength

($ Innovative ; -irst pac%aged Mango

drin% in Indian mar%et# !irst to

introduce Tetra pac%# /ET bottle

pac%aging in ,CS6 categor$


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$ 6emographicall# in the coming

ears around ))= o! the population

"ill consist o! belo" +) ears in

age# "hich should be ma3or target

mar%et !or -rooti$)$ Increasing health a"areness among

consumers# >>= o! those pre!erred

!ruit drin% to carbonated drin%$

mar%et$+$ 7igh consumer pre!erence !or

!lavors other than mango and green

mango$$ Competition "ith global giants ;

Co%e and /epsi$

ifferential anal


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6i!!erent companies have di!!erent pac% si5e to meet the demand o! di!!erent

levels o! customers$ Such as# Maa5a having


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According to this %ind o! strateg# Maa5a is !ar behind !rom its competitors$

Fecause the dont have (** ml TT/ "hich is speciall made !or children#

the lo"er volume customers$ Ln the other hand# "hen customers are getting

((


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(D1T+; (+I

Mar%eting Mi& is the set o! mar%eting tools that the !irm uses to pursue its

mar%eting ob3ectives$ It has a classi!ication !or these mar%eting tools$ These

mar%eting are classi!ied and called as the -our /s i$e$ /roduct# /rice# /lace

and /romotion$

The most basic mar%eting tool is product "hich includes product design#Hualit# !eatures# branding# and pac%aging$ A critical mar%eting tool is price

i$e$ the amount o! mone that customers pa !or the product$ It also includes

discounts# allo"ances# credit terms and pament period$

/lace is another %e mar%eting mi& tool$ And it includes various activities

the compan underta%es to ma%e the product accessible and available to the

customer$ Some !actors that decide the place are transport !acilities# channels

o! distribution# coverage area# etc$

>


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/romotion is the !ourth mar%eting mi& tool "hich includes all the activities

that the compan underta%es to communicate and promote its product to

target mar%et$ /romotion includes sales promotion# advertising# sales !orce#

public relations# direct mar%eting# etc$

These !our /s are the parameters that the mar%eting manager can control#

sub3ect to the internal and e&ternal constraints o! the mar%eting environment$

The goal is to ma%e decisions that center the !our /s on the customers in the

target mar%et in order to create perceived value and generate a positive

response$

4PGs of rooti

PCT*

A product is anthing that can be o!!ered to a mar%et to satis! a "ant or

need$ Indias !irst real !ruit drin% in a Tetra /a% is available in ; -rooti

Mango# 2reen Mango$ -rooti Mango is !rom premium Indian Mangoes$

-rooti has also been introduced in /ET bottle pac%ing$ Mango -rooti

contains vitamin A "hich is essential !or ee sight# gro"th and health s%in$

-rooti is a delicious and re!reshing read to serve !ruit beverage$ -rooti

comes in -ruit drin% segment o! ,CS6 categor .,L,;CARFL,ATE6

SL-T 6RI,'0$

rooti is a>aila!le in follo/ing @uantities*-

>+


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D) ml .onl Tetra pac% pac%aging0

)= mar%et share in India$ -rooti reaches more than (*

la%h retai l out lets through more than ()** distributors and

"holesalers directl and indirectl$ This is borne out b /arle

Agro "inning the Feverage Industr a"ard !or the Fest Managed

>


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Suppl Chain )


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introduced in a ne" tetra pac% pac%aging in D) ml Huantit "hich

is priced at Rs $)* each$

The compan has appointed Siddharth as the ne" brand

ambassador o! mango drin% -rooti $ This is the !irst t ime that

-rooti has chosen a brand ambassador !or its ne" campaign$ An

ad !eaturing Siddharth "as shot recentl and itll be aired soon in

7indi# Telugu# Tamil# 'annada# Malaalam# Marathi# Fangla# and

English$

4PGs of (aa=a

PCT*

A product is anthing that can be o!!ered to a mar%et to satis! a "ant or

need$ Coca Cola introduced Maa5a into a recognised beverage brand#

o!!ering Maa5a in (* di!!erent !lavours .e$g$ Mango# Tropical# 2uava#

4chee# /assion -ruitPMaracu3a# /ineapple# Fanana# /apaa# -ruit /unch

and 2uanabana0 in B di!!erent pac%aging !ormats .e$g$ /ET bottles# cartons#

glass bottles and cans0 suitable !or all segments o! the mar%et$ This gives

customer various options to select !rom$

P+C1*

Maa5a (


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7o"ever the brand loal customers "ill pre!er Maa5a and nothing else$

7o"ever pricing strateg is decent$ The price o! Maa5a starts at (< Rs and

ends at )* Rs$

P:C1*

Maa5a is one o! the product "hich is tring to ma%e its product available

ever "here in the mar%et$ 7o"ever# Maa5a has its presence in more than ++

countries .and e&panding0 "orld"ide$ The Maa5a drin%s are distributed to

supermar%ets# convenience stores# hotels# ca!es and man other outlets$ The

compan is tring to tap each and ever customer b reaching them at ever

general store b giving them availabilit o! the product$

P(T+;*

The compan is promoting Maa5a as Maa5a K the "holesome !amil !un$ It

provides the most authentic e&perience o! rich# 3uic mangoesantime#

an"hereQ It has its slogan as N(aa=a lao aur am i p


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months onl$ This ad promises that "e "ill provide ou Mango drin% no

matter the season o! mango is there or not$

4PGs of Slice

PCT*

Slice is %no"n !or its luscious Mango taste and unmatched e&perience o!

providing /ure Mango /leasure to its customers$ Slice is available in


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compared to there competitors$ 7o"ever the little di!!erence in price also

a!!ects the sales o! the product$ Slice is cheaper than Maa5a and costlier than

-rooti$ Thus it helps slice to still sta in the competition$ /ricing !or slice

plas important role to sta in competition$

P:C1*

Slice is one o! the product "hich has competition !orm both local and

multinational compan and thus to survive in the mar%et compan is

!ocusing more on suppl chain$ The compan has an ob3ective "herein the

products "hich are available are sold more than other$ The compan

believes in N1o 6i%hta hai# "o Fi%ta hai$

P(T+;*

The compan had started promoting there product "ith ne" ad "herein the

customers "ill get a chance to meet the Foll"ood Hueen 'atrina 'ai!$

'atrina 'ai! is the brand ambassador o! Slice /roduct$ The promotion has

started on Valentines 6a# -ebruar (th


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ata nal


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;:S+S*

-rom the surve it "as !ound that amongst (** respondents$

a0 (= o! the respondents pre!er -rooti Mango 6rin%$

b0 += o! the respondents pre!er Maa5a Mango 6rin%$

c0


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a0 D= o! the respondents consume there pre!erred drin%


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+$ Ln "hat occasions# do ou o!ten consume the Mango 6rin%sJ

-eeling Thirst/arties P Celebrations:ithout an reason .3ust li%e that0An other

;:S+S*

B


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a0 ))= o! the respondents consume Mango drin% "ithout an reason .3ust

li%e that0$

b0


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$ :hat induces ou to bu Mango 6rin%J

/rice "ith Huantit7ealth 6rin%Status smbolTasteVariet

;:S+S*

BD


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a0 D= o! respondents bu Mango 6rin% because o! the Taste$

b0 (D= o! respondents bu Mango 6rin% because o! the price and

"ith good amount o! Huantit$

c0 >= o! respondents bu Mango 6rin% because the !eel i t is a

7ealth 6rin%$

d0 >= o! respondents bu Mango 6rin% because o! variet$

e0 Lnl (= o! respondent bu Mango 6rin% because o! status

smbol$

+;+;S*

-rom the surve# it has !ound that people bu Mango drin% !or

the purpose o! taste and this is because o! absence o! Mango in

all the seasons$ Thus to get the !eel o! Mango people bu Mango

6rin%$ There are (D= o! /eople "ho bu Mango 6rin% %eeping

price in mind "ith Huantit$ The price is one o! the other !actor

"hich in!luences to bu Mango 6rin%$

There are some people "ho also pre!er to bu mango drin% 3ust

to ma%e a change in their Taste as the !eel i t is a di!!erent

variet$ 7ealth conscious people loo% it as 7ealth 6rin% and thus

it in!luences to bu Mango 6rin%$ 7o"ever Mango drin% cannot

be said as Status smbol$ So there are ver rare people "ho !eel

B


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it as buing Mango drin% is Status smbol and thus it in!luences

them$

)$ 7o" do ou vie" Mango 6rin%J

As a health drin%As a status smbolAs an aid to put o!! thirstAn other

B>


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;:S+S*


a0 B= o! respondents vie" Mango 6rin% as an aid to put o!!

thirst$

b0 +>= o! respondents vie" Mango 6rin% as a health drin%$

c0 (


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D$ 6o advertisements a!!ect our purchasesJ

Yes,o

;:S+S*

(**


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a0 )+= o! respondents sa that advertisement doesnt a!!ect their

purchases$

b0 = o! respondents sa that advertisement does a!!ect their

purchases$

+;+;S*

-rom the surve# it has !ound that its nearl )*;)* situation in

advertisement a!!ecting purchases$ ,earl )*= o! /eople thin%

tha t brand ambassador has made them bu Mango dr in% $

7o"ever# no" all the three companies are using it 3ust to attract

consumers$ And the other )*= sa it doesnt a!!ect as ads are not

e!!ective and it doesnt in!luence them to bu the product$

This is a sign "herein companies have to ma%e changes in their

advertising strateg$ And also thin% over i t that should the

spend more on advertisement or should !ocus on distribution

strateg$

(*(


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$ :hat do ou !eel about the price o! Mango drin%sJ

Ver high7ighMedium4o"Reasonable

;:S+S*

(*


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a0 )+= o! respondents !ee l tha t the price o! Mango drin% i s

Reasonable$

b0


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And an product provided at cheaper or lo"er rate "ould be said

as costl as people have to pa !or it$

>$ 6o ou !eel a price reduction "ill increase our purchasing po"erJ

Yes,o

;:S+S*

(*


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a0 D


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B$ :hich pac% do ou consume the mostJ

Tetra pac%


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a0


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(*$ Ran% the !ollo"ing according to our taste and pre!erenceJ

-rootiSliceMaa5a

;:S+S*


a0 (= o! respondents ran%ed -rooti as no$( pre!erence in terms

o! taste$

(*>


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b0 ++= o! respondents ran%ed Maa5a as no$( pre!erence in terms

o! taste$

c0


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-rom the surve# it has !ound that -rooti is most pre!erred drin%$

It is then !ollo"ed b Maa5a and slice respectivel$ -rooti is

mostl pre!erred due to its taste and thus it is at no$($ 7o"ever

Maa5a is not so !ar behind at no$


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;:S+S*


Kualit= o! respondents rated Maa5a as having Average Huali t

product$

d0 Lnl (= o! respondents rated Maa5a as having Fad Huali t

product$

e0 ,one o! the respondents rated Maa5a as having Ver Fad

Hualit product$

5rand +mage

a0 D)= o! respondents rated Maa5a as having a good Frand

Image$

b0 aila!ilit= o! people sa that Sl ice has good pac%aging and (*= o!

people sa that pac%aging o! Slice is Ver 2ood and$ It means the

pac%aging o! the compan is reall good and thats "hat people

li%e it as it gets eas to handle$

(+$ 2ive our ratings to !ollo"ing attributes o! -rootiJ

TT+5T1S 71

711 5 71 5

K:+T

5; +(1

7+:5+:+T

((>


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PCD+;

;:S+S*


Kualit= o! respondents rated -rooti as having 2ood /ac%aging$

b0


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D+= o! people sa the brand image is good and = o! people sa that -rooti has good pac%aging and


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;:S+S*


a0 )+= o! respondents sas that the "ould visit another store to

!ind there pre!erred Mango drin%$

b0 = o! respondents sas that the "ould not visit another

store to !ind there pre!erred Mango drin%$

+;+;S*

-rom the surve# i t has !ound that et there are = o! people

"ho "ill stic% to onl one shop "here "hichever Mango drin% is

(


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available the "ill bu it$ And )+= o! cro"d sas that the "ill

de! initel go and visit another store to ! ind there pre!erred

Mango drin%$ This )+= people are Frand conscious people$ And

thus i t sho"s that compan has been partl success!ul to ma%e

people brand conscious$

ecommendation and Suggestions*

or (aa=a*

(


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,eed to start local advertisements$

,eed to change the pricing strateg$

Appoint Frand ambassador as both other compan has it alread$

,eed to :or% on 6istribution Strateg .Availabilit0$

Improvement in the pac%aging o! Maa5a bottles$

Introduction o! small tetra pac% o! Maa5a o! Rs +P;

or Slice*

,eed to improve ualit in terms o! thic%ness$

,eed to :or% on 6istribution Strateg .Availabilit0$

Introduction o! small tetra pac% o! slice o! Rs +P;

6ecrease in the price o! slice

,eed to start local advertisements$

or rooti*

,eed to !ocus more on advertisements strateg$

-ocus on Frand positioning$

,eed to improve Frand 4oalt$

,eed to e&pand brand# brand eHuit is not utili5e properl$

Must increase !lavours$

C;C:S+;

(


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-rom the surve "e can conclude that# there is a big competition in Mango

drin%s segment in regards to Maa5a# -rooti and Slice$ Though# it has been

seen that people pre!er -rooti more than Maa5a and Slice !rom the surve$

7o"ever# -rooti is not a clear Mar%et 4eader as it is !ollo"ed b Maa5a and

Slice respectivel$ /eople pre!er Mango 6rin% less than Cola drin%$ Thus

companies have to create more a"areness about mango drin% b the "a o!

Advertisement$ Companies can endorse Frand Ambassador to promote there

product "hich is ver necessar$ There is )*;)* situation in advertisement

a!!ecting purchases$ Thus ads must be made more attractive$

2enerall people are not having an regular timing or drin%ing so!t drin% but

"e can assume that on an average ever customer drin% these drin%s


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244879299 Comparative Study

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Transcript of 244879299 Comparative Study