Soft Drinks

Roll no. 72
 Definition of soft drink
Soft drinks are non-alcoholic water-based
flavored drinks that are optionally sweetened,
acidulated, carbonated and which may contain
fruit, fruit juice and/or salts; their flavor may
derive from vegetable extracts or other aromatic
substances.
 Soft drink segment
Milk-Based Drinks

Fruit Juices and Nectars

Carbonated Soft Drinks

DOMINANT PLAYERS
Carbonated Soft Drinks
• Coca Cola and PepsiCo.
• Almost equal market share.
Milk Based Drinks
• Amul the clear market leader.
• More than 80% share.
• Mother Diary, Gagan, Nandini also present
Fruit Juices and Nectars
• Dabur (Flagship brand Real).
• Pepsico (Tropicana).
• Smaller players include Parle Agro (Frooti, Appy
Fizz), Catch, Leh Berry.
Major Players in India

Pepsi Co

Coca-Cola Co.
 4Ps of Pepsi and coke
Place
•Introduction in A+ cities such as Chennai, Mumbai, Delhi and
move to the rest;
•Pepsi started in Chennai and Coke in Mumbai;

Price
•Initial penetration strategy.
•Prices move in tandem with oligopolistic nature
of business.
Product
•Product differentiation in terms of shape, bottles
and cans, colours and logos.
•Ultimately, difference in perception created

Promotions
•Film stars and cricketers
•Sponsoring cricket tournaments
•Lifestyle products
 Market
share
CADBURY SCHWEPPES PEPSI COCA-COLA OTHERS

11% 15%

32%
42%
MY COMPANY OF BRAND

Coca-Cola Co.
 COMPANY PROFILE

The Coca-Cola Company was originally

established as the J. S. Pemberton Medicine
Company, a co-partnership between Dr.
John Stith Pemberton and Ed Holland.

Dr. John Stith Pemberton for the

first time produced the syrup for
Coca-Cola on May 8, 1886
The Coca-Cola Company is the world's
largest beverage company, largest
manufacturer, distributor and marketer of
non-alcoholic beverage concentrates and
syrups in the world.

The Coca-Cola formula and brand was bought

in 1889 by Asa Candler who incorporated The
Coca-Cola Company in 1892. Besides its
namesake Coca-Cola beverage, Coca-Cola
currently offers nearly 400 brands in over
200 countries or territories and serves 1.5
billion servings each day.
 COCA-COLA - INDIA

Coca-Cola was the leading soft drink brand in

India until 1977 when it left rather than
reveal its formula to the government and
reduce its equity stake as required under the
Foreign Exchange Regulation Act (FERA) which
governed the operations of foreign companies
in India.
Coca-Cola re-entered India in 1993. The vision
of the company is to lead beverage revolution
in the world and provide it’s consumer quality
beverages at affordable price. As on June
2005, Company has 78 manufacturing locations
across 24 states of the country
 Coca-Cola India President Profile
Atul Singh
President & CEO , Coca-Cola
India
Atul Singh took over as the President & CEO,
Coca-Cola India from 1st September 2005.
Atul, holds a MBA degree from Texas
Christian University.

• Prior to this assignment, Atul Singh was the

President of East, Central & South (ECS)
China Division in January 2005.

• Prior to joining Coca-Cola, Atul worked for

the Colgate Palmolive Company for 10 years
and held several roles including Country
General Manager, Nigeria (1995-1998), CFO
then General Manager, Romania (1992-1995)
and Finance Manager, USA Body Care (1990-
1992), Prior to Colgate, Atul worked as an
Auditor with Price Waterhouse in New York.
THESE ARE DIFFERENTS BRANDS
OF COCA-COLA
 My Favorite Brand

THUMS UP

TASTE THE THUNDER!!!

Strong cola taste, exciting personality.
 THUMS UP

• Thums up is a leading carbonated soft drink

and most trusted brand in India. Originally
introduced in 1977, Thums up was acquired
by the coca cola company in 1993.

• Thums up, is, known for strong, fizzy taste

and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to
separate the man from the boys.
Thank
You