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Coca-Cola is a leading player in the Indian beverage

market with a 60 per cent share in the carbonated

soft drinks segment, 36 per cent share in fruit drinks
segment and 33 per cent share in the packaged water
In the carbonated soft drinks (Coke, Diet Coke, Fanta,
Thums Up, Sprite and Limca), fruit juice based drinks
(Maaza), powdered soft drinks (Sunfill) and coffee and
tea (Georgia), bottled water (Kinley) and bottled soda
(Kinley Soda)
The company leverages this comprehensive portfolio,
which includes a mix of its global brands as well as the
locally acquired brands like Thums Up, Limca and
It sells these beverages in multiple volumes of 200ml,
300ml, 500ml, 1.5 l bottles, tetra packs as well as
through vendors (fountain machines)
Explores new markets with the introduction of new
drinks (Georgia, coffee and tea segment) and flavours
(Vanilla Coke)
Global Market Share
Competitor Wise
Global Market Share
Location Wise (Outside India)
Company operating Segments
Revenues and Revenue Share - FY 2014
-Company Rankings- Sales
Global Market Scenario

The global beverage market looks good with

opportunities for alcoholic and non-
alcoholic beverages. The global beverage
industry is expected to reach an estimated
$1.9 trillion by 2021. The major drivers for
the growth of this market are growing
urbanization, and disposable income.

Emerging trends which have a direct impact

on the dynamics of the industry include the
use of natural flavours and sweeteners to
meet consumer health concerns, and
increased interest in exotic drinks.
Global players
Coca Cola
Nestle SA
AB InBev
SAB Miller
Heineken NV
Carlsberg Group
Dr. Pepper Snapple Group
Indian Market Scenario

The beverages category contributes 8-9 per cent to the total FG market in India. With the entry
of major international beverage players over the last few decades, the market has evolved and
has made way for many products, which have found an immediate connect with Indian
consumers. The emergence of various brands in all segments has given an unprecedented
thrust to the category over the last couple of years. Consumers can choose beverages of almost
all flavours, colours, ingredients, health and nutritional values.

Major Indian Players

Coca Cola
Pepsi Co
Parle Agro
The size of the Indian food processing industry is around $ 65.6 billion,
including $20.6 billion of value added products.
The health beverage industry is valued at $230 million.
The Indian beverage industry faces over supply in segments like coffee
and tea.
Indian hot beverage market is a tea dominant market.
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
The market is predominantly urban with 25 per cent contribution from
rural areas.
Mineral water market in India is a 65 million crates ($50 million)
Market share of Coca-Cola in India.


70 30
25 13.1
15 8.9 5.8
40 7.4 0.4
10 16.5
30 60 12.2
5 8.2 10 10.9
20 36 33 0

Figures in %age
Marketing Mix

Trade Promotion : Coca cola company gives incentives to middle men or

retailers in way a that they offer them free samples and free empty bottles,
by this these retailers and middle man push their product in the market.
And thats why coca cola seen more in the market. And they have a good
sale in the market because according to the expert which product seen
more in the market that sells more. They do agreements with shop keepers
and stores for exclusive sale in that store. These stores are called as KEY
accounts in their local language. And coke also invest heavy budget on
these stores and offers them free samples and free bottles and some time
cash incentives
Different Price In Different Seasons : Some times Coca Cola Company
change their product prices according to the season. Summer is supposed
to be a good season for beverage industry in India. So in winter they
reduce their prices to maintain their sales and profit. But normally they
reduce the prices of their pet bottles or 1 litter glass bottle

Getting shelves
They get or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-
catching positions. Normally they keep their freezers near the entrance of the stores

Sale Promotion
Company also do sponsorships with different college and schools cafes and sponsors
their sports events and other extra curriculum activities for getting market share

UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they
offer very handy prizes in it. Like once they offer bicycles, caps, TV sets, cash prizes etc.
This scheme is very much popular among children
Coca cola company use different mediums
Print media
TV commercial
Billboards and holdings
Print Media : They often use print media for advertisement. They have a separate
department for print media
POS Material : Pos material mean point of sale material this includes: posters and
stickers display in the stores and in different areas

Mountain Dew
Pepsi has adopted a market penetration price at the time when
it was introduced. Coca cola covered the large market in
India but now the price of Pepsi cola is same as of its

Pepsi cola is available in more than 191 countries. Pepsi has
730 plants working correctly around the world and in USA
and Canada 200 plants are working there rest 530 are
working in other countries of the world as well as working in
Pepsi does its promotion through media; electronic media as well
as print media through flyers, by sponsoring cricket matches and
in many other places. Promotion is also done through print media
e.g. Newspapers are design of Pepsi can. The first of many new
designs of Pepsi were released in 2007.
The Pepsi have signed some agreements with a very strong and
expanded retailers such as pizza hut and KFC when you go to
pizza hut or KFC you will find only the Pepsi products and nor its
competitors products. These agreements are based on the
incentives that Pepsi offers to these retailers.
Pepsi has continued using product endorsement by using TV
actors/ models and cricketers in order to promote their products.
Emerging players

Manpasand. (1998)
Paper boat. (2013)
Dabur Real Fruit juice. (1996)
ITC in Fruit juice. (B natural) (2015)
Several other local brands in India
Local/Niche Competition

Akhil Gupta, a small-scale businessman in the

Capital, is turning away new suppliers. His
company Fresca Juices is running at full
capacity to cater to already bagged orders (he
has sold out the entire stock for the year). This
is in stark contrast to the current water-cooler
gossip at Coca-Cola and PepsiCo the
global beverage giants are still figuring out
how to push their sales in India.
They compete with these giants in Indian
market due to their low pricing and small
Xalta, another company which is growing at
30% y-o-y is also one such local competitor.
Changes in the Market
The beverage industry is experiencing some major changes heading
into the new year.
Sugary sodas are under fire . Juice sales are slipping . Many of the
brightest points are new brands and beverages that no one had heard
of a few years ago.

The factors that are bringing about these changes are:

The growth of energy, water, and sports drinks brands.

Reworking recipes
Smaller cans and bottles
Attempts at authenticity
Future of beverage industry
Market Size & Growth

According to research conducted by IMAGES Group the publisher of Progressive

Grocer India for The India Food Report 2016, the market for beverages in India is close
to Rs 195,000 crore and is growing at 2023 per cent. This growth rate will take the
category at three-and-a-half times of its present size by 2020.
All constituting segments are witnessing a growth at a healthy range of 2025 per cent,
which is the highest among all food groups. This growth can be attributed to the fact that
the market for beverages is getting more segmented and niche than ever before.
Market Composition

The category can be divided into four broad segments tea and
coffee, occupying the largest market share; juices and flavoured
drinks; packaged drinking and flavoured water; and other non
alcoholic drinks including soft drinks, cocoa, chocolate, etc. The
lions share of tea and coffee in the category confirms that it is still
ruled by traditional beverages. India may be the country with
strong holds in tea and coffee in specific areas but combined
together, they hold a commanding section of the whole market.

Another traditional segment having a significant share is juices

along with other canned and bottled beverage options. In spite of
large financial muscle powers and unparalleled distribution
advantage, the global beverage giants are able to hold just 5 per
cent share in the category. Content-wise, the products in this
segment are synthetic and this could be the reason why they will
continue to remain a second option among traditional consumers.
Regional Market Composition

The eastern and southern regions are very strong in holding a large share in
the beverage market. Together they possess 73 per cent of the total market.
The north and the west have almost identical market share. In some way the
west and the south have a higher average monthly per capita consumption
figures for beverages than the average figure of all-India consumption. In
spite of holding the largest market share (including north-east), the eastern
region has the lowest per capita consumption. Coffee enjoys a commanding
share in the south region followed by the west.
Consumption Trends in Juices

About four cent per cent of the total beverages

market is formed of the juices segment. The
segment is growing at 2025 per cent and is
expected to grow almost four times bigger in
the next five years. Today, Indians are
spending at an average just Rs 6 per month on
juices, which is less than what they are
spending on other beverages. The juice
segment has been somewhat impacted by the
emergence of other flavoured drinks, which
have become an easy alternative.