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  • 8/2/2019 Ankit pepsi






    YEAR: 2012





  • 8/2/2019 Ankit pepsi



    1) Preface..

    2) Acknowledgement....

    3) Executive Summary..

    4) Introduction..

    5) Company Profile.

    6) Research Methodology...

    7) Data Analysis & Interpretation..

    8) Conclusion & Recommendations

    9) Appendix.

    10) Bibliography


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    The beverages sector in India is one of the largest in terms of production,

    consumption, export & growth prospects. These are two major sectors in the

    beverages industry, i.e. Alcoholic Sector & Non Alcoholic Sector.

    The purpose of this project is to find out the factors that affect the choice of

    consumers when they purchase soft drinks (Non Alcoholic Beverages), the

    brands preferred by the consumers for different flavors & about the

    consumption pattern for different soft drinks.

    Chapter one includes the introduction of the beverage industry framework of

    India beverage industry & explains in detail about the non alcoholic beverage


    Chapter two contains objectives of the research study & the research

    methodology used for the project.

    Chapter three also includes the analysis & interpretation of the research study.

    Chapter four has various finding, conclusion & suggestions.


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    Firstly, I thanks the all mighty by the grace of whom. This report was undertaken

    and duly completed in time.

    I take the opportunity to express my profound sense of gratitude and sincere

    ineptness to Mr.Vishvash Gupta, under sympathetic, pains taking, and kind

    guidance of whom, I was able to complete this repot.

    I am grateful to Director of our institute Dr. Neeran Gautam who enabled me to

    complete this report through their king guidance all the time.

    I am very thank full to all the faculty member of the institute who helped me a lot

    in it interpretation of date regarding my report without which this work would

    never be completed.

    I am also thankful to my parents who helped me morally and financially in

    completion of this report.


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    Executive summary

    Soft Drinks Bounces Back

    After a somewhat subdued performance in 2006 due to a recurrence of

    the pesticides controversy, soft drinks sales bounced back strongly to record

    double-digit volume growth in 2007. With carbonates growth back on a positive

    upward curve alongside burgeoning sales of fruit/vegetable juice and bottles

    water, soft drinks showed impressive growth in 2007. Off-trade volumes grew

    slightly faster than on-trade volumes, driven by higher consumption of packaged

    and branded soft drinks at home and on the go. The emergence of

    supermarkets/hypermarkets, heavy consumer promotions and various new

    product launches played a key role in driving off-trade volume growth.

    Bottled Water and Fruit/vegetable Juice Continue to be Star Performers

    Soft drinks sales in 2007 were propelled by bottled water and

    fruit/vegetable juice with their healthier positioning helping to drive sales of soft

    drinks. While carbonates posted single-digit growth in 2007, rebounding from

    the pesticides controversy of 2006, it was bottled water and fruit/vegetable juice

    that stormed ahead with high double-digit growth rates. Poor municipal

    infrastructure for tap water has pushed sales of bulk packaged water to

    households. Fruit/vegetable juice is growing as a result of increased consumerexpenditure on naturally healthy (NH) beverages. While functional drinks and

    RTD tea also posted impressive growth in 2007, they were growing from a very

    small base and are yet to achieve a critical mass in terms of establishing a loyal

    consumer base.

    Coca-Cola India and PepsiCo India slip in shares

    With consumers showing a growing preference for healthier soft drinks

    such as bottled water and fruit/vegetable juice rather than carbonates in 2007,the two carbonates giants suffered a marginal decline in share. Although both

    players embarked on a change in strategy to focus more on non-carbonated

    soft drinks in their portfolios, they were unable to maintain share and lost out

    slightly too home-grown players Parle Bisleri and Dabur India. Coca-Cola India

    launched Minute Maid and pushed the sales of its juices while PepsiCo India


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    heavily promoted Tropicana, Aquafina and Gatorade during 2007. In addition,

    Coca-Cola India and PepsiCo India embarked on re-branding themselves as

    total beverage players and not just carbonates players.

    Booming Modern Retail Brings Many Opportunities for Soft Drinks Players

    With the retail scene in India undergoing a rapid metamorphosis with the

    establishment of supermarkets/ hypermarkets and convenience stores, soft

    drinks sales have benefited positively. People in urban areas are increasingly

    flocking to supermarkets to pick up specialty items that are not available in the

    kirana stores that are found all over India. Modern retail outlets have provided

    soft drinks players with many opportunities to push their brands. Consumer

    promotions for fruit/vegetable juice and emerging sectors such as RTD tea and

    functional drinks are driving product sampling. Attractive point-of-sale (PoS)

    displays and gift packs of concentrates are also drawing consumer attention in


    Healthy Drinks to Drive Forecast Growth

    Soft drinks is expected to post a strong performance on the back ofincreasing affluence amongst consumers and evolving lifestyles which lead to

    consumers devoting less time to preparing fresh food and drink at home.

    Competition from the unorganized sector will diminish gradually as consumers

    show greater aversion to buying unpackaged and unbranded soft drinks from

    street vendors due to health and hygiene concerns. Rising health

    consciousness is also expected to drive sales of naturally healthy (NH) soft

    drinks such as 100% juice and mineral water. In addition, soft drinks such as

    sports drinks and juice-based carbonates are also expected to fare well over the

    forecast period as consumers perceive them to be healthy.

    Beverage Industry


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    EMERGING BEVERAGE TRENDS:- The beverage industry is a shiftinglandscape as volume leading categories such as soft drinks and beer continueto experience share erosion while functional and health & wellness orientedcategories enjoy double-digit volume growth:

    Soft Drinks -3.9% Domestic Beer -1.2% Energy Drinks +53% Bottled Water +25% RTD Tea +23% Sports Drinks +19%

    Industry giants Coca Cola ( and Pepsi

    ( continue to diversify their portfolios, as evidenced

    with Cokes recent acquisitions involving Glaceaus vitaminwater

    ( and Fuze (, as well as

    Pepsis purchase of Izze Natural Soda (

    Functional beverages continue to be the hottest segment in beverage, driven by

    energy drinks (+53% growth in 2006). Red Bull (

    continues to lead the category, but challengers Monster

    ( and Rockstar (

    are realizing share leadership in select markets.

    Bottled water is experiencing resurgence, +25% versus year ago, and is second

    only to energy drinks in volume growth. Segment growth is driven largely by the

    introduction of enhanced/fortified/flavored waters, led by Glaceaus vitaminwater

    but featuring a slew of new entrants including: Metromint

    (, Hint (, Propel Fitness

    Water (, SoBe Lifewater

    (, Aquafina Alive (, among

    many others.RTD tea is riding the antioxidant wave to 23% volume growth

    versus prior year, driven by consumers growing awareness of the health

    benefits associated with antioxidants. Arizona (

    leads the category, followed by Lipton ( and Snapple

    ( brands. Organic RTD tea brands are a growingmarket niche led by Honest Tea ( and Republic of

    Tea (