TEAM-PHOENIX

1. Abhilash K
2. Ajay Manher
3. Vaishnavi Tatpal
PRIMARY RESEARCH INSIGHTS - METHODOLOGY Company Brands/ SKU’s Price Campaigns and Recent Happenings
Products Band
Survey respondents : 105
HBL Cola Classic, 250mL - ₹20 - ₹110 "Turn up the rhythm" which conveys to
Telephonic Interview : 10 Cola Diet & 2L convert dull or idle moments into
Interview with dealers/retailers/Modern trade: 5 Zero,Thums up, memorable and uplifting ones, by reaching
Fanta, Limca, for a cold Coke
Research Methodology: Exploratory Sprite, Maaza, Took and Advertising pause to support local
Kinley, Minute- communities while focusing on data driven,
Areas Covered : Bengaluru , Pune, Delhi, Bhubaneshwar maid occasion based experiential campaigns
Age group Surveyed : 20-35 yrs and 35-50 yrs PCL Pepsi, Mirinda, 200mL- ₹20 - ₹130 "Save our restaurants" initiative where they
Mountain Dew, 2.25L tied up with Swiggy
7UP, Tropicana, #Swagsesolo with Sonu Sood to promote
INSIGHTS Sting, Gatorade social distancing norms through “Salaam
Namaste”
1. 61.9% of our TG prefers 250mL pet bottle & 29.5% prefer 750mL
bottle. Parle Agro Appy Fizz, B-Fizz 160mL- ₹10 - ₹85 #Befeelfizz Summer 2021 campaign to
2. Due to pandemic most preferred outlets to buy were nearby 1.5L accelerate growth and dominate the sparkling
general store (52.38%) fruit drink category
3. E-commerce/D2C (34.28%) as people are not allowed to gather for Bisleri Classic Water, 250mL- ₹20 - ₹90 #MMMbhiAAHbhi campaign alluring the
parties or functions Limonata, 20L younger audience who are looking for
4. We could see 22.85% of TG prefer the carbonated drinks during Fonzo, Spyci, healthier options like fruit-based drinks.
travel Vedica "Don't worry ab ghar ayegi Bisleri" launched
5. Binge watching, Most of our TG enjoy their leisure time on YouTube featuring Badal, The camel to create
Content(40.95%), OTT(28.57) and Social Media(28.57) awareness about home delivery.

Target Market Customer preference Demographics Product Diversification

Convenience & Grocery 250 ml & 750ml Bottles Considering Urban Tier 1-3 & Rural area Increase the portfolio with respect to
store for better push of 200ml & 600 ml bottles snacks and healthy drinks

Sustainability Competitive advantage

Bottle recycling vending machine, which can give Giving back to society - Invest in Health care, Educate
points when user discards bottle in machine. Further poor states in turn increases positivity of product
user can redeem while buying HCCB products
Activation Acquisition Budget and Revenue

Recommendation and Activation Ideas

❑ Looking into the consumption chart we should focus on convenience in both

urban and Rural with 80.56% and 82.22% respectively and Grocery Both
Urban and rural market which account for 75% and 80% per year profit along
with E&D Rural with 80% Per year profit.

❑ Partnering with restaurants and online food delivery apps and providing
customers the combo offers on beverages will definitely increase sales.

❑ We can use OTT advertising for people who enjoy munching on snacks and
beverages while watching content. Moment marketing on social media
captures the interest of a large segment of the consumer base and would
help with sales.

❑ We can connect with various YouTube food bloggers with 0.1Mn to 0.5mn
subscriber base to promote the beverages while they post their food reviews
on their channel

❑ Use of Big Data in Hyper-personalization of advertisements which will trigger

activation and increase sales.

❑ Acquisition of local soft drink manufacturers which will help the company to grow in the newer markets.
Suggestions

❑ Products diversification like entering into snacks segment by partnership with Too Yum Baked snacks or any
other healthy baked snacks.
❑ Expansion in the water brands like Kinley and bring more healthy drinks.
❑ Implementing fresh water kiosk at railway stations named as "HBL Elixir" with 500ml-₹8,1L-₹ 12 and 2L- ₹25
capacity filling along with a token to choose their choice of soft drink in nearby store.