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MARKETING PROJECT

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AVINASH SHANDILYA 12A


KRITIKA KHETARPAL
22A
KUNAL SINHA
23A
PRINCE JAIN
32A

1. Understanding the market and competition


Beverages
Food
Processing
Milk &
Milk
Product

Agri Product

Fruits
and
Vegetabl
Beverages

Diary
Products

Meat, Poultry
& Marine
Products

Meat &
Poultry

Fisheries

India Beverage Industry includes 19 individual beverage categories packaged water, carbonates, juice,
nectars, still drinks, squash/syrups, fruit powders, iced/rtd tea, iced/rtd coffee, sports drinks, energy
drinks, bulk/HOD water, dairy drinks, hot coffee, hot tea, beer, spirits, flavoured alcoholic beverages,
wine).
The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year
or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates
per month during peak season to 15 million during offseason. The market is predominantly urban with
25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market.
The Indian soft drinks market generated total revenues of $3.2 billion in 2009, representing a
compound annual growth rate (CAGR) of 7.2% for the period spanning 2005-2009.
The fruit-based carbonated drink segment has a market size of Rs 200 crore at present with products
like Parle Agro's Appy Fizz, Pepsi's Nimbooz and Coca-Cola's Minute Maid Nimbu Fresh having a
strong presence. FMCG company Dabur has introduced its Burrst Fizz brand to tap the potential in this
segment. Burrst Fizz is available in two flavours - apple and lemon.
India's soft drinks sector is forecast to experience bullish growth over our forecast period, with
compound annual average volume sales growth forecast at 9.6% between 2011 and 2015.

Meanwhile, value sales are forecast to experience ever stronger growth of 11.7%, on a compound
annual average basis, between 2011 and 2015. This growth is a consequence of the comparative
immaturity of many of the soft drink industry's most profitable sub-sectors, such as health drinks.

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