Marketing Report Czrbonated Beverages

In: Business and Management

Submitted By smazoomdar
Words 7164
Pages 29
Marketing Analysis of Carbonated Drinks Sector
Prepared by
Sankeerth S (Roll No. 171)
Saravanan K (Roll No. 172)
Saumil Shah (Roll No. 174)
Saumyadeep Mazoomdar (Roll No. 175)
Soumya Mukherjee(Roll No. 193)

Table of Contents Executive Summary 3 5C Analysis 4 Company: 4 Collaborators: 5 Customers: 7 Competitors: 9 Climate: 11 Segmentation, Target, Positioning 13 Product Mix 21 Communication 24 Going to market 26 Pricing 27 Coca Cola pricing strategy 28 Coca Cola downgrade due to low cost rivals 29 Price gap blowout 29 Lower prices the answer 30 Profitability 30 Customer Acquisition, Retention and Development 31 Strategies used by companies in the carbonated drinks sector 32 Conclusion 33 References 35

Executive Summary

Beverages are divided into 7 different categories - Energy drinks, Juices, Soft drinks, Tea and Coffee, Sports drinks and Water. This report we are concentrating on carbonated beverages. The major players in the carbonated beverage industry are The Coca Cola Company and Pepsi Co.
For many years now, the cola soft drink market is led by the Coca-Cola Company and PepsiCo Inc. Besides the cola market, they have expanded their businesses to the other soft drink markets as well and achieved oligopoly positions with tremendous market shares in all of these markets.
The following report explores the marketing framework of the carbonated drinks sector. The report performs an analysis of the marketing strategies used by companies to assess market opportunities, choose, design, deliver and communicate customer value and sustain growth and value. Accordingly, the report contains a 5C Analysis, segmentation, targeting and positioning of the market, Marketing Mix and Customer Acquisition, Retention and Development techniques used by companies.

5C Analysis
The major players in the carbonated…...

Similar Documents

Marketing Report

...MARKETING PROJECT:  TABLE OF CONTENTS: 1. Acknowledgment ------------------------------ 1 2. Introduction ----------------------------- 2 3. Summary ------------------------------ 3 4. Objectives ------------------------------ 4 5. Marketing Plan ------------------------------ 9 6. Market Segmentation ------------------------------ 12 7. Product Positioning ------------------------------ 14 8. Product Branding ------------------------------ 16 9. Product Packaging ------------------------------- 17 10. Product labeling ------------------------------- 18 11. Marketing Mix ------------------------------- 20 12. Financial Plan -------------------------------- 22 ACKNOWLEDGMENT LETTER By the grace of Allah Almighty, we have successfully completed the term report on our business proposal. The project was assigned to us by Mr Irfan Hameed. We are thankful to him for giving us a chance to learn about business strategies. This will help us in enhancing our entrepreneurial and creative skills. In successful launch of our Product Wbs cr25, we are thankful to several people without whom the launch would not have been possible. We thank our families for their support and coping up with our absences. Our class fellows and friends also helped us with their suggestions and ideas. Finally,......

Words: 2902 - Pages: 12

Energy Drink Marketing Report

...Executive summary This report provides analyses of the fast growing energy drink market and the top two companies of this sector, they are: Red Bull GmbH and Hansen Natural. The two companies sell Red Bull and Monster Energy drinks respectively. We will explore both company’s background information and their strategic marketing of differentiating from traditional soft drink industry and within the energy drink market itself. We found that the macro and micro environment of the industry and company is influenced by the changing household structure, the health focus of the customer, power of distributors, competitors and regulations. Furthermore, we find that core market segments of the two companies are different. Red Bull focus on a premium position and their target markets are students, workers, athletes and clubbing crowds. Monster on other hand use their focused marketing and product variation to appeal to the extreme sports fan, teenagers and people who dislikes the taste of the common energy drinks. We determined Red Bull is employing the concentrated targeting strategy with a single product, and Monster is using differentiated targeting strategy with their range of drink variations. The positioning strategies of the two companies further highlighted their difference. Red Bull place importance on image differentiation, and drive through their premium product and pricing position through global leadership position. Monster is equally focused on product differentiation......

Words: 3875 - Pages: 16

Heineken Marketing Report

...[pic] Marketing 100 Andrei Catrinici Term paper Prof. J.Goldstein I - Intro on company History of the company II - Environmental Analysis    1 - Economic forces    2 - Political & Legal forces    3 - Demand        a)Total size of market        b)Market share        c)Characteristics of demand            1-When            2-where            3-how often costumers buy    4 - Competitive forces    5 - Technological forces    6 - Social/Cultural forces III - SWOT Analysis    A. Strengths and Weaknesses    B. Opportunities and Threats IV - Marketing objectives V - Marketing strategies     A. Target markets    B. Marketing Mix         1-Product         2-Pricing         3-Distribution         4-Promotion VI - Implementation - Marketing structure Bibliography I. Intro on company Heineken N.V. has wide international presence through a global network of distributors and breweries. It owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Its principal international brands are Heineken and Amstel, but the group brews and sells more than 170 international premium, regional, local and specialty beers and ciders, including Cruzcampo, Birra Moretti, Foster's, Maes, Murphy's, Newcastle Brown Ale, Ochota, Tiger, Sagres,......

Words: 4990 - Pages: 20

Marketing Report

...[pic] A Project Report on Customer Satisfaction Survey of Maruti Udyog Ltd. Final project report submitted in the fulfillment of requirements for the Postgraduate Diploma in Management (2007-09) Submitted To: Prof. Anita Saxena Submitted By: Ravindra Kumar Roll no-40 PGDM(2007-09) [pic] New Delhi Institute of Management, New Delhi. ACKNOWLEDGEMENT The research on “Customer Satisfaction Survey of Maruti Udyog Ltd.” has been given to me as part of the curriculum in the completion of 2-Years Post Graduate Diploma in Management. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision of Dr. Manab Adhikari and my project guide Prof. Anita Saxena; I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work. Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during......

Words: 5243 - Pages: 21

Marketing Report

...Table of Contents 1. DESCRIPTION OF THE PRODUCT 1 (a) Product name 1 (b) Description 1 (c) Product range 1 (d) Launch 2 (e) Entry Strategy 2 (f) Product Characteristics 2 (g) Uses 2 (h) Branding Strategy 3 2. MARKETING 3 (a) Marketing Philosophy 3 (b) Market Segmentation 3 (c) Target Market 4 (d) Social Marketing Concept 4 3. PRICE 4 (a) Price Fixation Strategy 4 4. PLACE 5 (a) Distribution Channel 5 5. PROMOTION 6 (a) Communication & Advertising Strategy 6 (b) Publicity 6 (c) Public Relations 6 6. PACKAGING 6 7. CONSUMER BUYING BEHAVIOUR 7 (a) Buyer responses 7 1. DESCRIPTION OF THE PRODUCT (a) Product name: Springs (b) Description Springs is bottled carbonated water (sparkling water) which is water with carbon dioxide under pressure dissolved in it. It is introduced as plain drinking water or flavoured with no sweetener. It is similar to naturally occurring mineral water. The carbon bubbles make the water more interesting without adding calories. People who are health conscious can choose springs as a fun alternative to soft drinks containing artificial flavours and colours. (c) Product range * Plain carbonated water * Flavoured carbonated water (containing natural flavours) * Orange flavour * Lime flavour * Grape flavour * Raspberry flavour (d) Launch Carbonated water is easily available internationally but it is not yet a part of Pakistani......

Words: 1528 - Pages: 7

Marketing Plans to Lifeline Food & Beverages Limited

...[pic] 12 June 2013 Lifeline Foods and Beverages Limited Ayobo-Ishefun,Lagos Attention: MD/CEO Dear Sir, PROPOSAL FOR SALES AND MARKETING OUTSOURCING SERVICES TO LIFELINE FOODS AND BEVERAGES LIMITED. Sequel to our meeting of Saturday 08 June 2013, we are pleased to submit our proposal /quotation for the provision of sales and marketing outsourcing services to your company. Background: There is no gainsaying that water is a necessity to life and like most necessities the product concept is the most popular strategy. Lifeline Foods and Beverages Limited like most table water producers has over the years adopted this concept in the sale of its products and have no doubt made tremendous success. The company has since met all necessary standards both NAFDAC and SON. . With all necessary certification in its kitty and the ever growing Lagos market at its disposal couple with a production capacity far outweighing demand, the company has a dire need to further explore the market and get its deserved share and ultimately dislodge the current market leader-CWAY. Specifically the company hopes to increase its monthly refill from the present 7000 units to 20,000 units by end of 2013.In achieving this, Lifeline Foods and Beverages Limited will be making an in road into major Supermarkets, Shopping Malls, Distributors, Corporate......

Words: 1960 - Pages: 8

Marketing Report

...The word marketing means different things to different people. A salesman understands by marketing his selling activities of oral presentation with a view to effectuate the exchange of money for the benefits offered by his product. To an advertising man, it means advertising media selection and a host of activities related to the advertising function. However, advertising is much more than these activities and along with the work of the salesmen no doubt constitute part of the selling effort. Image Courtesy : High sounding definitions have been advanced for marketing such as “the delivery of a standard of living to society”. A factual or descriptive definition is provided by the American Marketing Association which defines marketing as “the performance of business activities that direct the flow of goods and services from producer to consumer or user.” However, these definitions are both incomplete. For example, the American Marketing Association’s definition is still “production-oriented” as it starts with a product and talks about its flow from the producer to the consumer. Marketing thinking must start even before there is a product. It is concerned with identifying existing needs and then converting them into a product or service. Besides, even after the product has reached the consumer or user, the marketing effort does not necessarily come to an end. There is a......

Words: 579 - Pages: 3

Marketing Report

...Preparing a term paper is not very easy. We faced many problems when we started the work on the report but we are greatly thankful to Almighty Allah for enabling us to get successfully through our responsibilities. Very warm and special thanks to our respected course instructor Kashfia Ahmed for assigning this task to us. We would like to give thanks especially to our friends and group members, for their enthusiastic encouragements and helps during the preparation of this term paper by sharing ideas regarding this subject and for their assistance in typing and proof reading this manuscript. Executive summary The summary describes the history of the "Taara Refined Soyabean Oil" and the target market of this product, its strengths and weakness of how the customer buying pattern influenced by factors. This report tells us that how we launch a new soyabean oil brand in the market, how the company selects their target market, how they select their brand name, logo, logo color, slogan, how its pricing strategy, brand sense, brands elements, factors influence the customer buying pattern. It also mentions that what are the packages of soyabean oil launch into the market according to customers need and affordability. What pricing strategies usually followed by "Taara Refined Soyabean Oil" marketing programs and promotional activities are clearly and briefly covered in the report. Another vital element is finding its SWOT and PEST analysis specifically what we include in......

Words: 4027 - Pages: 17

Marketing Report

... competitors will create new product that share similar attributes and characteristics, therefore consumers are forced to draw comparison between both brands. Influencing the decisions of consumers go on the far side of basic fundamentals thus it is imperative that Evolution Glasses differentiate itself from competitors’ products. Evolutionary glasses are listed on our Premium-Eco device, which means that they are innovative and environmentally friendly. Up to 70% of the materials used in the production of the glasses are recyclable. We are aware that our consumers are acquainted with the environment’s well being, hence we always put it first in the process of manufacturing. Augmented product Augmented product is the last state of marketing with an aim to meet consumers’ needs (Kotler at al. 1999, p.562). Samsung has added a numerous offers as post-purchase benefits. This is not only to satisfy but also hearten our customers. Warranty: We have a one-year warranty policy for our entire range of electrical goods. If our products are failed significantly to perform at their best consumers are qualified to a replacement or a refund. We also have special conditions for warranty. The period of guarantee is extended depends on whether they are still In-Box (used) or Out-box (unused). If technical issues occur while the good is still on warranty period, our technicians will attempt to repair it, except the problems or damages that are caused by misuse, abusive use or from......

Words: 1074 - Pages: 5

Nestle Marketing Report

...BUS1BUF MARKETING REPORT Individual Assignment By Stephanie Theodorou 17412907 Words: 1,974 Table of Contents Executive Summary 3 Introduction/Company Overview 4 Market Description 5 SWOT Analysis 6 Strengths 6 Weaknesses 7 Opportunities 7 Threats 7 Recommendations 8 Target Market 8 Geographic 8 Demographic 8 Psychographic 8 Behavioural 8 New Product Description 9 Product 9 Place 9 Price 9 Promotion 9 Customer Value Proposition 10 Product Justification 10 Reference List 11 Appendix 12 Executive Summary This report outlines an overview of the Nestle S.A. Company in terms of current markets, history, product lines, etc. Nestle is known to be a strong, profitable company within the food and beverage industry, consisting of many brands within a range of product categories. The functional drinks market in Germany has seen reasonable growth in value and volume within the past few years with a 3.3% increase in revenue from 2012 to 2013. The current market leader in Germany’s functional drinks market is PepsiCo, Inc., followed by Red Bull Gmbh, The Coca-Cola Company, and finally Nestle. The leading distributing channels for functional drinks in Germany are supermarkets (as the leader by far), on-trade, independent retailers, and specialist retailers. A SWOT analysis was used to determine Nestle’s strengths, weaknesses, opportunities, and threats in Germany’s functional drinks market. Strengths include, strong brands across......

Words: 3228 - Pages: 13

Marketing Report

...Vintage | February 25 2013 | Aim: to achieve a sustainable competitive advantage by providing an existing service to a new market | Everything Gets Better With Age | Catrina Dowding - 12006939 Jordan Rosser - 12010286 Constantina Gregory - 12006505 Magda Elsadek - 12011589 Roxana Duta – 12031157 Sorrel Dendy - Table of Contents: Executive Summary: 3 Introduction: 3 Findings 4 Bus Service 4 Costing’s 5 Funding 6 A situation analysis 6 SWOT 7 PEST 7 Competitive Advantage 8 Marketing Mix 8 Product/Service 8 Price 8 Place 9 Promotion 9 Conclusion 10 Bibliography 11 The things that need to be covered * The research on P R Smith – reference * Work needs to be done on competitive advantage * Referencing for funding & Write in Biblography * Sorrels ID number * And whos turning this in? * Executive Summary: The main purpose of this report is to provide advice management to Cineworld Cinemas with the objective of achieving a sustainable competitive advantage.The methodology used to process the information has been predominantly collated through intensive internet research and appropriate analysis of the data. Introduction: * The purpose of the idea is to provide a service which encourages the older generation to attend the cinema more frequently. Our recommendations include having one viewing a week, which may either be a new screening or a previously released film, with the......

Words: 3057 - Pages: 13

Marketing Report is packaged in a small, classy rectangular bottle, with simply, “Kenneth Cole Reaction” written across the middle in white and a vivid, eye-catching lime green. The moniker of this particular fragrance is a very appropriate/simple brand name—Kenneth Cole Reaction, is not only a scent, but also an entire line of products such as clothing, shoes, and outerwear. Cole’s product is in its maturity/plateau stage of the life cycle due to its international notoriety, and its abundant availability in various chain stores and online retail outlets. This form of distribution, defined by Contemporary Business, Boone and Kurtz (12th Edition), on page 433, reads as “…placing a firm’s products in nearly every available outlet,” summarizes the marketing concept behind the Reaction cologne. (3) The retail price for a 1.7 ounce bottle of “Reaction” is approximately $42.50. This is a good price for such a high quality cologne as compared to others of similar status. For example, “Calvin Klein Man”, a relatively new cologne on the market is going for approximately $53.00 per 1.7 ounce bottle, and “Diesel”, another popular brand of similar public standing sells for about $62.00 for a 1.7 ounce bottle. (4) As previously stated, his (Cole’s) product is distributed virtually everywhere and is intensive. It can be found in most of the chain/department stores that sell middle class cologne. (not costing hundreds of dollars a bottle, nor a feeble price such as 10 dollars a bottle.) If......

Words: 743 - Pages: 3

Marketing Report

...1. Introduction to the report This report is to identify how Nyal Dry Cough uses the marketing mix to influence the purchase decisions made by consumers. The marketing mix consists of the 4 Ps, product, place, price and promotion. It analyses the brand positioning, this is described as the place the brand occupies in the mind of a buyer. Also this report compares the consistency of the marketing mix internally with the brand positioning. This report refers to a single purchase, and my own experiences with Nyal Dry Cough, bought from Coles on Glenhuntly road in Elsternwick on the 8/8/2015. 2.1 The product and the product category I chose the product Nyal Dry Cough. It is in the product category Medicine, the sub category is Cold and flu, sub-sub category is cough syrup, and some sub-sub-sub categories can include dry, chesty or bronchitis cough, non drowsy and drowsy. 2.2 The 4 Ps 2.2.1 Product Nyal Dry Cough is a sweet liquid that consumers buy to relieve dry coughs. Nyal Dry Cough has a recommended dosage on the box depending on age, which is consumed by swallowing to coat the throat. It was packaged in a small rectangular cardboard box with bright colors of red orange and yellow. It had large writing on the front to clearly identify the brand as well as all the sub categories of the product. Figure 1 illustrates the packaging of this product. Figure 1. Nyal dry cough In my...

Words: 939 - Pages: 4

Marketing Report Versatile Management Team Managers Md. Musaddik Al Muktadir. - Managing Director. Rukshar Sultana - Marketing Manager. Syma Nasrin - Marketing Manager. Estiak Alam - Finance Manager. Other employees: Supervisor x 1 Worker x 6 Management Hierarchy Figure - Management Hierarchy Management functions: * Managing Director:- * He have to plan about how to enrich this cafe more and more to make it more popular and successful. * Then manager will organize all the things he had planned for business and will provide information to other members of the business. * In this part manager will think about where the business needs new recruit or not. based on that he will then select and place new recruits in proper place. * He will represent the company to the public media and environment. * He will ensure the establishment of standard performance & measurement of actual performance by controlling other managers properly. * Marketing Managers:- Marketing Manager's job will be to * Raise awareness of our product and affiliate will other companies for more publicity. * Design campaigns and activities to meet customer needs and promote business. * Developing the marketing strategy and plan. * Making customer focused decisions. * Financial Manager:- Finance Manager's job will be to * Keep records of......

Words: 2171 - Pages: 9

Marketing Report

...Marketing Research Project Modern retails in India - Trends, issues and future GROUP - 4 Divya Katoch Gaurav Bhola Hanuman Sharan Hemant Meena HimaSindhu Karthik Junnuri F - 099 F 101 F 102 F 103 F 105 F 108 Page 1 Marketing Research Project ACKNOWLEDGEMENT We sincerely express our gratitude to Mr. Hemang Dangi for his constant guidance throughout the project. We also want to thank all the respondents of our survey for spending their valuable time in filling out the survey. Yours sincerely, Group 4 MBA- 1st Year Section B Page 2 Marketing Research Project Table of Contents 1.Title page ................................................................................................................................1 2.Acknowledgement ..................................................................................................................2 3.Index/ Table of content ..........................................................................................................3 4.Abstract ..................................................................................................................................4 5.Introduction ............................................................................................................................5 6.Review of literature .............................................................................................................. 10 7. Research methodology ...................................

Words: 5113 - Pages: 21