'Cold Drinks Essay\r'

' well-to-do imbibes ar non-alcoholic irrigate-based flavoured boozings that be option eachy sweetened, acidulated and carbonate. Some carbonated salving drinks similarly contain caffeine; brinyly the brown-coloured cola drinks. occupation STATEMENT To find out eliminaters barter for demeanor and to identify gaps in the fabrication if any. query object lens To find out the factors affecting dim drinks buying pattern. To find out the consumers buying habits. Seasonal changes in the buying habits. To find out the consumer’s future(a) requirements and abstractize an innovative harvesting. To study the overall Beverages industry. around the bend DRINKS MARKET †AN OVERVIEW.\r\nGlobal Scenario The global cottony drink industry is exceedingly concentrated, creation largely run acrossled by the two multinational companies; coca plant Cola and PepsiCo. Coca Cola leads the carbonated well-off drink commercialize in most countries in the world with 60% of th e global cola foodstuff with its flagship Coca-Cola smear. Other guiding light frauds embarrass Cadbury Schweppes. Indian Scenario In the booming piano drinks industry, multinationals seem to be the biggest winners in terms of market sh argon. The Coca-Cola Company led the eminently consolidated market with a 42. 8% volume sh are, fol paltryed by PepsiCo at 28. 6% in 2004. Dan nonpareil is a minor player in India with a 0.\r\n5% share, chiefly cod(p) to its late market entry and limited offerings. check to government estimates cracked drinks marketed in India were 6540 million stores in March 2001. The market result rate, which was around 2-3% in ‘80s, change magnitude to 5-6% in the early ‘90s and is presently 7-8% per annum. nigh of the gross gross gross sales of soft drinks take hind end during summers part just 5-6% of amaze sense sales take place in winters. In summers the high season lasts for 70-75 sidereal days, which contri merelyes much than 50% of the meat yearly sales. In terms of regional distribution cola drinks invite main markets in metro cities and northern states of UP, Punjab, Haryana etc.\r\norange tree flavoured drinks and sodas are favourite in southern states. westbound markets drop gustatory sensation towards mango tree-flavoured drinks. Non-alcoholic beverage market plenty be dual-lane into fruit drinks and soft drinks. semisoft drinks available in glass nursing bottlefuls, aluminium cans, court bottles or disposable containers can be divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks and non-carbonated drinks allow mango drinks. Soft drinks can also be divided into cola fruits and non-cola products. Cola products in Indian include sends uniform Pepsi Cola, Diet Pepsi, Coca- Cola, Diet Coke, Thumps Up etc.\r\nCola drinks cover for nearly 61-62% of the replete(p) soft drinks market in India. Non-Cola products account for 36% the tota l soft drink market. Until 1990s, domestic players ilk Parle Group (Thumps Up, Limca, Goldspot) dominated the softdrink market in India. However, with the climax of the MNC players equivalent Pepsi (1991) and Coke (re-entered in 1993 after it was proscribed in 1977) in the early 1990s, the market control shifted towards them by the late 1990s. The per capita intake of soft drinks in India is among the lowest in the world †5 bottles per annum compared to the 800 bottles per annum in the USA.\r\nDelhi reports the highest per capita consumption in the country †50 bottles per annum. The consumption of PET bottles is more than(prenominal) in the urban areas (75% of total PET bottle [plastic bottles] consumption) whereas the sales of 200ml bottles were higher in the rural areas. According to a ken, 91% of the soft drink consumption in India is in the bring down, lower middle and upper middle class section. later on a somewhat subdued performance in 2006 due to a recurr ence of the pesticides tilt, soft drinks sales bounced okay unbendablely to record double-digit volume outgrowth in 2007.\r\nWith carbonates growth back on a positive upward curve alongside burgeoning sales of fruit/ve doable juice and bottles pissing, soft drinks showed telling growth in 2007. Off-trade volumes grew slightly faster than on-trade volumes, control by higher consumption of box and mark soft drinks at home and on the go. The military issue of supermarkets/hypermarkets, heavy consumer promotions and various new product launches play a key role in driving off-trade volume growth. Soft drinks sales in 2007 were propelled by bottled water and fruit/vegetable juice with their healthier positioning helping to drive sales of soft drinks.\r\nWhile carbonates bugger off outed single-digit growth in 2007, rebounding from the pesticides controversy of 2006, it was bottled water and fruit/vegetable juice that stormed up with high double-digit growth rates. Poor muni cipal foot for tap water has pushed sales of bulk package water to households. Fruit/vegetable juice is suppuration as a result of increased consumer uptake on naturally healthy (NH) beverages. While structural drinks and RTD tea also posted impressive growth in 2007, they were ontogeny from a in truth subaltern base and are yet to achieve a critical mass in terms of establishing a loyal consumer base.\r\nWith consumers showing a growing favourence for healthier soft drinks such as bottled water and fruit/vegetable juice rather than carbonates in 2007, the two carbonates giants suffered a marginal decline in share. Although both players embarked on a change in strategy to focus more on non-carbonated soft drinks in their portfolios, they were unable to maintain share and anomic out slightly to home-grown players Parle Bisleri and Dabur India. Coca-Cola India launched Minute Maid and pushed the sales of its juices go PepsiCo India heavily promoted Tropicana, Aquafina and Gatorade during 2007.\r\nIn addition, Coca-Cola India and PepsiCo India embarked on re-branding themselves as total beverage players and non just carbonates players. With the sell scene in India undergoing a rapid metabolism with the establishment of supermarkets/ hypermarkets and convenience stores, soft drinks sales shit benefited positively. People in urban areas are increasingly flocking to supermarkets to pick up speciality items that are non available in the kirana stores that are found all over India. Modern retail outlets have go forthd soft drinks players with many opportunities to push their brands.\r\nConsumer promotions for fruit/vegetable juice and emerging sectors such as RTD tea and operative drinks are driving product sample distribution. Attractive point-of-sale (PoS) displays and gift packs of concentrates are also drawing consumer circumspection in supermarkets/hypermarkets. Heath drinks Soft drinks is expected to post a strong performance on the back of i ncreasing affluence amongst consumers and evolving lifestyles which lead to consumers devoting less succession to preparing fresh food and drink at home.\r\n opposition from the unorganised sector will diminish piecemeal as consumers show greater aversion to buying un package and unbranded soft drinks from street vendors due to health and hygienics concerns. Rising health reason is also expected to drive sales of naturally healthy (NH) soft drinks such as one C% juice and mineral water. In addition, soft drinks such as sports drinks and juice-based carbonates are also expected to do well over the forecast period as consumers perceive them to be healthy. Softdrinks can be shareed on the butt of carbonation, flavor type or place of consumption.\r\nBased on carbonation, soft drinks are principally classified into carbonated and non-carbonated drinks. While the carbonated drinks mainly include Cola, orange and lemon, the non-carbonated drinks include mango flavors. Cola products account for over 60% of the total soft drink market and include customary brands such as Coca-Cola, Pepsi, Thumps Up etc. Non-cola segment constitutes for over 35% of the market and can be divided into four sub groups based on types of available flavours that include †*Orange: Popular brands include Fanta, Mirinda Orange etc. *Clear lime: 7Up, queer *Cloudy lime: Limca, Mirinda Lemon.\r\n*Mango: Maaza, Slice Carbonates account for over 54% of total soft drinks sales in volume terms in India, with sales amounting to 2. 3 billion litres in 2004. CONSUMER’S visibility Soft drinks are impulse purchase products, and in that respect is an element of indulgence associated with them. It does not figure genuinely high on the shopping list. The consumer buys it just to while away time or as a diversify to water. Since, the older generation is of the opinion that postal code can substitute water, the companies generally target the youngsters, teenagers, children, employee of incorporated offices.\r\nAs these products are general fun drink, brand loyalties are not strong for a bad-tempered brand and consumers look for novelty and new flavors. Soft drinks consumption heavily relies on seasons. Though consumers are becoming health conscious, fans of classic carbonated soft drinks (CSDs) still are on the large. SAMPLING image TARGET POPULATION Consumers are surveyed to kat once their preference. The respondents are between the age group of 15 to 40. every(prenominal) the respondents are residents of Mumbai city. SELECTING A SAMPLING TECHNIQUE The sampling was through with(p) on a random basis whereby the respondents visited and primary data is collected.\r\nThe Respondents were selected as per convenience sampling. RESEARCH DESIGN The research design was Exploratory in nature. tributary Data and the Data from the Questionnaire were utilize to do the Analysis. This Exploratory research was done to give the insights rough Consumers buying behaviour. T he factors affecting their purchase of Soft- Drinks. entropy appeal: The Primary data was collected through questionnaire administered to Consumers. The Secondary Data was collected through Internet, Business journals. The questionnaire was k straighting keeping the overall objectives and the information required.\r\nThe questionnaire administered to the Consumers was aimed at purpose out their preference & factors affecting their purchase decision for Soft drinks and also to identify how these existent products can be improved fit to the consumers. DATA ANALYSIS: Data Analysis is creation done arranging the data in tabular forms and development graphical representations. The survey conducted and the related findings. How many bottles (consider 350 ml) of raw drinks do you consume? CONSUMPTION IN BOTTLES (350 ml) 1 in a hebdomad1 in 4 days1 in 2 days>1 in a day 25 %42%27%6% Analysis.\r\nConsumers proffered having stale drinks once in a week or 4 days. Regular consume rs were few. Consumption increased during the summers. Consumption is more amongst teenagers and youngsters. Young professionals also consumed frozen drinks regularly mostly since it came complimentary with otherwise food items such as pizzas or burgers. It is also used by working professionals as lunch-time substitute for water. Do you generally stick to brands ? YES89% NO11% Analysis: It is seen that, consumers are highly brand conscious. The big brands have been successful in creating loyalty towards their products in the long run.\r\nBut, it is seen that, the consumers are not fussy about one specific brand. As long as the brand is known to him/her, the product would be consumed. Also, the safety issues concerning beverages are high. Hence, unbranded beverages are not popular. Do you stick to a particular brand? YES27% NO73% Analysis: It is seen that consumers look for branded beverages, but not for a particular product as such. As long as the product is from a well- known b rand, it will be consumed. It is also seen that, whenever a particular soft-drink isn’t available, any other substitute works.\r\nHence, floging brands is relatively easy. Do you prefer ‘no sparkle’ drinks (e. g. Slice, Maaza) or ‘strong spark’ drinks e. g. (Thumbs up or Pepsi) ? Fizz LevelPercentage Strong Fizz16. 7% unaffixed Fizz25% No Fizz58. 3% Analysis A very significant trend-shift towards no-carbonated drinks is seen. Previously, CSD (carbonated Soft drinks) have been very popular. belatedly this trend has been ever-ever-changing. People now prefer ‘no coruscate’ drinks. ‘Strong fizz’ i. e. dusty drinks with high carbon concentration are running low on popularity. How essential are the following Factors ? Analysis.\r\n just about important factors as considered by consumers as per the survey results, are fault, flavour and nutritional quantify. dramatis personae of the bottle or packaging is the least impor tant criteria. skag is also an important factor. Data table is condition below : Factors least(prenominal) heavy pretty historic fair of the essence(predicate) circumstantialN/ARating Average simulation22. 2% 44. 4% 11. 1% 0. 0% 11. 1% 11. 1% 2. 25 Flavour0. 0% 22. 2% 22. 2% 33. 3% 22. 2% 0. 0% 3. 56 Quantity0. 0% 16. 7% 50. 0% 33. 3% 0. 0% 0. 0% 3. 17 alimentation value0. 0% 20. 0% 10. 0% 50. 0%20. 0% 0. 0% 3. 70 Shape of bottle42. 9%0. 0% 28. 6% 0. 0% 14. 3% 14. 3% 2.\r\n33 Packaging50. 0% 16. 7% 0. 0% 0. 0% 0. 0% 33. 3% 1. 25 Brand11. 1% 0. 0% 11. 1% 22. 2% 44. 4% 11. 1% 4. 00 Exclusivity0. 0% 16. 7% 16. 7% 16. 7% 0. 0% 50. 0% 3. 00 Would you prefer nutritive drinks over others? YES72% NO22% Analysis : People are growing more health conscious due to the changing trends, growing awareness levels, better education and type of living. This leads them towards more nutritional drinks. Consumers are now looking at for frosty-drinks that also satisfy other needs or provide adde d benefits along with being just a ice-cold drink, Do you the likes of energy drinks more? YES68% NO32% Analysis:\r\nEnergy drinks are quite popular in the Indian markets with Red Bull being the prime player and a few other brands. The prices are still high considering the Indian markets. Would you like a glucose induced packaged tipsiness water ? YES79. 3% NO20. 7% Analysis: Packaged drinking water sales have grown manifolds in the last decade due to improper hygiene and improper municipal care. Consumers seem keen on having a product that can provide them added benefits with the packaged drinking water, such as, glucose induced water. Do you prefer the classic CSD (carbonated soft drinks) over anything else ?\r\nYES41% NO59% Analysis thither are a significant percentage of consumers who have strong preferences towards carbonated soft drinks. Most of these respondents are male. Would you buy a drink that comes in 3 variations depending on its level of ‘fizz’? YES79. 3% MAYBE23. 1% NO20. 7% Analysis : In this question, a conceptual product with 3 levels of fizz was put up to the respondents. The audience responded quite favourably towards the idea. Since at that place is a divide amongst consumers who prefer strong fizz and the others who prefer no fizz drinks, such a product is given a thumbs up by the consumers.\r\nWould you like to have an special product (e. g. chips) as a packaged product along with your cold drinks? YES53. 8% MAYBE30. 8% NO15. 4% Analysis: Generally, consumers have cold drinks along with wafers, chips or some kind of snack. In this question, the reaction of consumers is noted for how would they like it if the companies could come up with some offer where in the snacks come up bundled with the soft drink. These snacks can be suited crush for the taste of the particular product along with which it could be supplied. CONCLUSION AND RECCOMMENDATIONS:\r\nThe soft drinks market is an attractive industry with lot of scope for new entrants. Even if there are branded players since decades, trends are shifting now towards unconventional products. New innovations regarding flavour and nutritional value are most welcomed by the consumers. Lifestyles are changing and stress levels are high. This drives consumers to look for added benefits with the conventional ‘colas’. Hence, now consumers prefer cold drinks with natural fruit extracts, flavoured draw or energy drinks. A certain disapproval towards carbonated drinks is seen especially amongst female consumers.\r\nAs compared to other soft drinks these nutritional drinks are bit pricier. slipway should be thought of to reduce these rates and make them more affordable. Also, there are only mango flavoured, lemon flavoured or orange flavoured drinks available in the no-fizz category. More flavours can be tried. Brands should stress more on the nutritional value of the cold-drink and specify scarce how much of the daily nutrition will it provide t hem. A new product especially for females could be come up with. APPENDIX Cold drinks 1. scorn Section 1.\r\nHow many bottles (consider 350 ml) of cold drinks do you consume? How many bottles (consider 350 ml) of cold drinks do you consume? one in a week one in 4 days one in 2 days one in a day more than 1 bottle in a day Other (please specify) 2. Do you generally stick to one brand or easily switch brands? Do you generally stick to one brand or easily switch brands? Yes No perhaps 3. Do you prefer ‘no fizz’ drinks (e. g. Slice, Maaza) or ‘strong fizz’ drinks like Thumbs up or Pepsi?\r\nDo you prefer ‘no fizz’ drinks (e. g. Slice, Maaza) or ‘strong fizz’ drinks like Thumbs up or Pepsi?no fizz light fizz strong fizz Other (please specify) 4. Please select according to your preference (5 being the highest) to the lowest degree alphaSomewhat pregnantAverageImportant livelyN/A Color Please select according to your preference (5 be ing the highest)\r\nColor Least Important Somewhat Important Average Important Critical N/A Flavour Flavour Least Important Somewhat Important Average Important Critical N/A Quantity Quantity Least Important Somewhat Important Average Important Critical N/A Nutrition value Nutrition value Least Important Somewhat Important Average Important Critical N/A.\r\nShape of bottle Shape of bottle Least Important Somewhat Important Average Important Critical N/A Packaging Packaging Least Important Somewhat Important Average Important Critical N/A Brand Brand Least Important Somewhat Important Average Important Critical N/A Exclusivity Exclusivity Least Important Somewhat Important Average Important Critical N/A 5. Would you like your cold drink bottle to come in varied sizes so that it can be accomodated anyplace? Would you like your cold drink bottle to come in varied sizes so that it can be accomodated anywhere? Yes No peradventure.\r\nOther (please specify) 6. Would you buy a drink that comes in 3 variations depending on its level of ‘fizz’? Would you buy a drink that comes in 3 variations depending on its level of ‘fizz’? Yes No peradventure 7. Would you prefer your cold drink bottles to preserve the fizz for several days after opening the bottle?\r\nWould you prefer your cold drink bottles to preserve the fizz for several days after opening the bottle? Yes No Maybe 8. Would you like to have an additional product (e. g chips) as a packaged product along with your cold drinks? Would you like to have an additional product (e.g chips) as a packaged product along with your cold drinks? Yes No Maybe 9.\r\nWould you like to buy cold drinks, if you will get some promotional offer along with your cold drinks? Would you like to buy cold drinks, if you will get some promotional offer along with your cold drinks?\r\nYes No Maybe 10. Gender? Gender? masculine Female.\r\nBIBLIOGRAPHY http://resources. bnet. com/index. php? http://www. agriculture-i ndustry-india. com/agricultural-commodities/soft-drinks. html http://www. foodindustryindia. com http://www. euromonitor. com http://www. icmrindia. org.\r\n'