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Consumer Brand Preferance

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  • Pages: 10
  • Word count: 2280
  • Category: Water

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A soft drink also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral, sparkling water or carbonated beverage is a beverage that typically contains water (often, but not always carbonated water), usually a sweetener, and usually a flavoring agent. The sweetener may be sugar, high-fructose corn syrup, or a sugar substitute(in the case of diet drinks).A soft drink may also contain caffeine , Fruit Juice, or both. Examples of beverages not considered to be soft drinks are: juices ,hot chocolates, tea, coffee , milk , and milkshakes. Beverages like Gatorade and Powerade may meet the definition of a soft drink but are usually called sports drinks. Red Bull (and variations) also may meet the definition, but are usually called energy drinks.

Soft drinks are called “soft” in contrast to “hard drinks” (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume if the drink is to be considered non –alcoholic. Widely sold soft drink flavors are cola, cherry, lemon-lime, root beer, orange, grape, vanilla , ginger ale, fruit punch, and sprinkling lemonate. Soft drinks may be served chilled or at room temperature. They are rarely heated. The first marketed soft drinks in the Western world appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians. Carbonated drinks

In the late 18th century, scientists made important progress in replicating naturally carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of infusing water with carbon dioxide to make carbonated water when he suspended a bowl of distilled water above a beer vat at a local brewery in Leeds, England. His invention of carbonated water (also known as soda water) is the major and defining component of most soft drinks. Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with Fixed Air in which he describes dripping oil of vitriol (orsulfuric acid as it is now called) onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated bowl of water. Another Englishman, John Mervin Nooth, improved Priestley’s design and sold his apparatus for commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman’s apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemist Jöns Jacob Berzelius started to add flavors (spices, juices, and wine) to carbonated water in the late 18th century.

App Fizz
Banta (lemon-flavoured soft drink)
Bovonto (grape soda produced by Kali Mark)
Camp Cola (popular Indian soda introduced in 1977)
Cloud 9 (energy drink)
Frooti (mango-flavoured drink from Parle Agro)
Frams (Local drink from Pune)
Gold Spot
Grappo Fizz
Ganga (Local drink of Haryana)

Guptas (8 flavoureds soft drinks introduced in 1947)
h2o(powered carbonated soda)
Juicila (Powdered Soft Drink Concentrate available in Orange, Mango, Lemon, Cola, Masala, Jaljira )
Limca(lemon-lime soda)
LMN (lemon drink produced by Parle Agro)
Duke’s Mangola (mango drink from Dukes bought by PepsiCo)
Duke’s Lemonade
Maaza (mango drink from Parle bought by Coca-Cola)
Mohammad Cola
Oneday Mango Mastana

OnedayJeera Fresh
Oneday Club Soda
Rasna (powdered soft drink)
Real (fruite juice from Dabur)
Red bull (energy drink)
rio-fusion drink

Tang (powdered soft drink)
Thums Up (Cola drink)
Tropicana Twister
777 (soft drink) (Panner,Cola,Orange,Lemon,Clear Lemon Lime,Mango)
XXX (energy drink) X.ray energy drink Mirindagrappo fizz Nimbooz orange pulp nimbu pulp brion apple, mango pineapple, litchi, strawberry

Soft drinks shows strong double-digit growth
In 2011, soft drinks registered a higher off-trade value growth rate than the review period average. This growth was attributable to strong double-digit performances in sectors such as sports and energy drinks, bottled water and fruit/vegetable juice, which had a good year due to rising mercury levels. Long summers and higher disposable incomes are the main growth drivers for the soft drinks category. Fruit/vegetable juice outshines carbonates in terms of growth Fruit/vegetable juice showed considerably stronger growth than carbonates, being viewed as a healthier alternative. Soft drinks giants Coca-Cola India Pvt Ltd and PepsiCo India Holdings Pvt Ltd have recognised this trend and are strengthening their product offerings in fruit/vegetable juice. With a focus on healthy diets, consumers in urban areas are slowly shifting from carbonates to fruit/vegetable juice, which also received a major growth boost from on-the-go consumption.
Company Profile:

The Coca-Cola Company entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. Today, our brands are the leading brands in most beverage segments. The Coca-Cola Company’s brands in India include Coca-Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced tea, the Georgia Gold range of teas and coffees and Vitingo.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt. Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt. Ltd; thirteen authorized bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages. These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make these beverages available to consumers across India.


Our road map starts with our mission, which is enduring. It declares our purpose as a Company and serves as the standard against which we weigh our actions and decisions. 1)To refresh the world…

2)To inspire moments of optimism and happiness..
3)To create value and make a difference


Our vision serves as the framework for our Road map and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities Profit: Maximize long-term return to share owners while being mindful of our overall responsibilities Productivity: Be a highly effective, lean and fast-moving organization

Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.

Our values serve as a compass for our actions and describe how we behave in the world.
1)Leadership: The courage to shape a better future
2)Collaboration: Leverage collective genius
3)Integrity: Be real
4)Accountability: If it is to be, it’s up to me
5)Passion: Committed in heart and mind
6)Diversity: As inclusive as our brands
7)Quality: What we do, we do well

1)Focus on needs of our consumers, customers and franchise partners
2)Get out into the market and listen, observe and learn
3)Possess a world view
4)Focus on execution in the marketplace every day
5)Be insatiably curious

1)Act with urgency
2)Remain responsive to change
3)Have the courage to change course when needed
4)Remain constructively discontent
5)Work efficiently


1)Be accountable for our actions and in actions
2)Steward system assets and focus on building value
3)Reward our people for taking risks and finding better ways to solve problems
4)Learn from our outcomes — what worked and what didn’t

Inspire creativity, passion, optimism and fun

Current Distribution Strategies
Now in current world there are many ways in reaching customer and also due to big competition among various competitors the company need to improve the marketing strategies in order to increase the customers or sales of company. At present Hindustan Coca-Cola Beverages Pvt. Ltd. has segregated its overall marketing activities into three types. They are 1.Direct Store Distribution (DSD) model –

In this model there is no wholesaler or distributor in between company and retailers. The company sells product directly to retailers outlets from warehouses. 2. Indirect Market model – The company has sub-categorized this model into,Modern Trade like Reliance Fresh and Birla group More

3 Strategic Distribution Partner (SDP) model-
Here, the company reaches out to its retailers through a local agent in each specific area who receive commissions for carrying out the company’s distribution responsibility in remote areas.

Direct Store Distribution (DSD) model

Direct Store Distribution (DSD) model
Hindustan Coca-Cola Beverages Pvt. Ltd. employ various distribution strategies across the nation. The most recently adopted distribution strategy is the Direct Store Distribution Model.

There are 3 Types of DSD models, they are

1.convenience – This include Retail outlets where there is no facilities to sit and eat include bakery, small outlets where there is no chairs and tables for customers, this model is mostly for take away. 2.Eat and Dine Market 2 (E and D 2)- This include Retail outlets where there are facilities for customers to sit and eat include Bars, Restaurants etc 3. Grossery –

Benefits of convenience
This model helps to reach out small retail outlets near roadsides and also bakery where more people use to purchase the bakery items like cake, pastries etc so it would increase sales.Common man usually visits small shops rather than restaurants , so product can reach to common man too. •Can expand market.

Benefits of E and D 2
This model is most important model because middle class people usually visits restaurants so we could reach out middle class and top class people.In bars need of soft drinks is more along with liquor so that we could increase the distribution or sales.There more chance of increasing profit in this model

Limitations of convenience

•Supply problem- There are many supply problems which include Time, place etc •Damage of product
•More risk which include cash transactions and other problems •Less profit than E and D 2
•Unavailability of various products like fanta, thumps up etc when needed this may affect sales. •Retailers personal problems

Limitations of E and D 2
• Damage problem
•Misusing cooler by using various liquors in cooler
• Financial problems like credit facility and other problems • Unavailability of various products like fanta, thumps up etc when needed this may affect sales

Research Methodology
The Report details the Opportunities of 300ml RGB’s in Markets undertaken by Hindustan Coca-Cola Beverages Pvt. Ltd and this study was done in Ernakulam. Includes M.G. road ,thevara, vytilla,chittoor road, kadavanthara and palluruthy of Ernakulam District. Main objective of this study is to know the demand og RGB’s in market and promote or increase sales of RGB’s Main objective is to Create entry RGB’s in all convenience stores and

Sampling Design:
The sampling method for this study is convenience sampling, because it is the most ideal technique to document the quality of products of the company. Convenience sampling is a non-probability sampling design in which information or data for the research are gathered from the members of the population that are conveniently accessible to the researcher. Sample Size:

In this case, the members used for the sampling method are retailers, and the sample size that is proposed for the study is 150. Data Collection Tools

In order to ascertain the opportunities of 300ml RGB’s under convenience, E and D 2, grossery model, the research tool that is being adopted are the questionnaire and schedules. A suitable questionnaire was prepared in order to provide data regarding the sales and productivity of the company’s products. It also provides information regarding the retailer’s opinions of the services afforded to them by the company and customer’s preferences. The questionnaire also involves comparisons between Hindustan Coca-Cola Beverages Pvt. Ltd. and its competitors so as to determine the efficiency of the company as against the opposite

STRENGTHS * The brand image of Coca-Cola plays an important role as the strength for the company. * Better understanding of the market trend
allows the company to understand and meet timely requirements. * RGB’s are beautiful designed will attract customers to buy * Taste of coca cola product is strength| WEAKNESSES * High price for 300ml rgb’s comparing competitor * Grievances faced by the retailers on damage problems. * Less sales during off season Eg Rainy seasons * In rare cases. Marketing developer may not cover certain routes may lead to decrease in sales * In rare cases; Supply will not give in time & wrong deliveries are happens * Less schemes than competitors.| OPPURTUNITIES * There is good scope to increase number of outlets. * Increase the loyalty of customers by giving them new schemes and offers. * New offers to the retailers make more sale in the market| THREATS * Competitors may give more offers than us. * New competitors can’t be taken lightly. * Quicker service given by competitors may create problem.

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