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29TH

APRIL 2011

MARKETING CASE STUDY REPORT

COTT BEVERAGES

BY,

NILANKA SURESH MUTHUKUDA (810-394-981)

ADHAVAN AMMAN VENKATESH RANGANATHAN (810-387-712)

VISAGAN SARVANRAJ YERUCHEESWARAR PETHUVIJAYAN (810-387-647)

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COTTBACKGROUND

Cott Corporation is a leading supplier of private label carbonated soft drinks distributing to

Canada, the United States, Mexico, the United Kingdom, and Europe. In addition to producing

many private-label beverages for retailers, Cott also has a large and growing portfolio of its own

brands. Cott began as a Canadian company importing bottled and canned carbonated beverages

into Quebec from the United States in 1952 and afterwards began to bottle and can beverages in

the city of Laval, Qubec. From 1976 to 1991, Cott expanded its distribution throughout Canada

and into the United States and Europe. During the 1970s, labels of its products were printed with

the slogan "It's Cott to be good".

PRODUCT RANGE

Cott also has a large and growing portfolio of its own brands. These brands include Cott, RC

(excluding North America), Ben Shaws, Stars & Stripes, Vintage and Vess soft drinks. Recently,

Cott has been expanding its product line into ready-to-drink teas, sparkling and flavoured waters,

sports and energy drinks, juice drinks and smoothies. These newer Cott brands include Orient

Emporium, GL-7, Red Rain Energy and After Shock Energy.

DID YOU KNOW!?

From 1992 to 1996, Cott was headed by Heather Reisman, founder of Indigo Books &Music.

In April 2007, Cott was said to be considering a bid for Cadbury Schweppes soft drinksbusiness.

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In 2007, in conjunction with the premier of the The Simpsons Movie, Cott partnered with7-Eleven to produce "Buzz Cola", a fictional soda found in the The Simpsons television

series.

In July 2010, Cott announced its acquisition of Cliffstar Corporation, a U.S. supplier ofstore-branded beverages.

Cott's 24, The Series is the name given to the 440 and 500 ml (15.5 and 17.6 imp fl oz;14.9 and 16.9 US fl oz) can version of the product. It is sold mostly in UK discount

stores. The name of the drink comes from the American television series 24. The drink's

advertising slogan is "Every second counts! which ties into the real-time nature of the

television series.

ISSUES & FINDINGS FROM THE CASE:

Market Share & Coca-Cola: From the days of its inception, Cott beverages have been trying to

capture a sizeable part of the market. They have been successful, to an extent, through the

introduction of innovative soft drinks and other beverages, but severe competition has always

acted as a barrier to their race to the top. From the case it can be identified that Cott is a company

struggling to make it to the top. Their main competitor, Coca-Cola, has always been a major

threat to their business and wherever they decide to go, Coke has always come up on top and

proved to be the better, more preferred beverage.

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Shelf space issues: Cott products always fight for shelf-space at major retail outlets.

In late February 2008, Cott was served notice by its key customer, Wal-Mart that shelf space

for some soft drinks made by Cott for the world's largest retailer would be cut back. Nearly a

year later in January 2009, Wal-Mart informed Cott it was terminating a 10-year-old pact under

which Cott had been supplying the company with store-branded soft drinks. (Wikipedia)

This point further highlights the amount of competition Cott products are facing in the market.

Competition is most severe in retail outlets and due to this reason Cott has always been

struggling.

Further Expansion: this does not come up as a surprise given the current situation faced by

Cott. Their expansion plan primarily targets the Asian beverages market. Will they be able to

counter-attack Coca-Cola, is something that they most likely to fear about. Also the Asian

market is populated with its own beverage brands (local brands) and if Cott is to succeed, then

not only they have to minimize the Coke-attack but also eradicate the local brands from the

market. That is no easy task. Currently there are more than 7000 brands of soft drink products

only in Japan (one the major markets that Cotts trying to expand into) and China and India (two

more giant Asian markets) are not childs play either.

THE JAPANEESE MARKET:

We suggest that given the pre-emptive measures already taken by Cott to enter the Japanese

market it has to plan its strategy carefully so as to reach a profitable position in the market.

Obviously, soft drinks are popular in Japan. There are vending machines everywhere and

convenience stores stocked with them positioned every 500 meters or so. One site claims that

there are 5.6 million vending machines in Japan, or one for every 20 people in Japan. However,

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its soft drinks, and not vending machines that Im interested in. The soft drink industry is huge

in Japan; market leader Coca Cola is followed by Ito-en, Suntory, Kirin, Asahi, and a host of

others. Product life tends to be very short; Coca Cola Japan has been known to introduce 30 new

products in a year, selling each with a massive campaign and then letting them die as the

newness wears off for the consumer.

ENERGY AND HEALTH DRINKS:

BeverAsia.com states that People in Asia consume more beverages than the rest of the world put

together. This shows that vast scope for expansion in the Asian market. Japan and Thailand have

a long history of energy and health drinks. Researches and surveys made in 2005 show that the

Asia Pacific region has a strong hold over the market share of the energy drink market.

The major market regions of the energy and health drinks industry, according to a 2005 survey,are:

Geography Market Share (%)

Asia Pacific 58.1%North America 24.7% (Source: Research wiki)

The primary consumers of this industry are under 35 years of age and are predominantly male.

Teenager and college students are core target market segments for the manufacturers and consist

of the core age group of 12 to 30. A recent survey estimates that around 35% percent of energy

drink consumers are above 35 years old. Furthermore energy drinks with high sugar levels are

more popular among children and women, while energy drinks with strong taste and flavour are

more preferred by male consumers. Recent studies also indicated that 65% of the energy drinks

market consists of male consumers.

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There are several types of energy drinks products. Different varieties of tea and coffee along with

green tea form one group. Second are traditional energy drinks such as Red Bull and others. In

emerging market, however, several producers have introduced new products. Combining energy

drinks with alcohol has resulted in new products including Hair of the Dog. Mixing energ y

drinks with smart drinks has also created new brand names such as NOS.

The Market in Japan is controlled by innovative drinks, especially varieties of tea and other

unique and different drinks. It has been seen that success in the market in Japan can be attained

only through differentiation of your product by its looks and by it advertising strategies used.

The use of caffeine has been a key ingredient in those countries.

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The above figures show that there is a boom in the sports drink, energy drinks, bottled water and

RFGs tea sectors. These are the categories that Cott should concentrate on to get profitable in

the Japanese market. In recent day with the increase in the aging people in Japan there has been a

substantial craze and demand for health drinks in Japan.

Kozo Toyoda, a 55-year-old yakitori restaurant owner in Tokyo's Koto ward, says he hopes he

can shed a few pounds by drinking a diet-assisting tea. He's certainly no health freak.

Overweight, he admits to drinking large amounts of beer and doesn't have the time to do more

exercise. But after quitting smoking, he now plans to use the extra cash to buy tea drinks that can

aid in weight loss. "I'm thinking of trying some of the ones endorsed by the government," he

says.

Japan's $48-billion-a-year soft drink industry, second in size only to that of the U.S., is

increasingly looking to consumers like Toyoda. Stymied by a shrinkingnot to mention

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greyingpopulation, drink sales in 2007 dipped 0.5% despite around 1,500 new teas, juices, and

other drinks making their debut every year. Prices have barely risen in a decade, hurting earnings

and forcing companies to conjure up increasingly innovative marketing ideas. one segment of

Japan's beverage market is booming: drinks that offer health benefits. With soda sales flat,

beverage companies are flooding the market with a spectacular array of new products that offer

far more than simple refreshment. There are teas, such as Kao's Healthya Ryokucha, a green tea,

which are touted as slimming, and vitamin drinks packed with 2000mg of vitamin C, equivalent

to 20 lemons, that are meant to ward off colds. For the beauty-conscious, there are bihade, or

beautiful skin, drinks containing collagen and hyaluronan, while Kirin's Sapli, launched this

month, claims to ward off constipation.

Many are incredibly popular. Suntory's Kuro Oolong-cha tea, launched in 2006, is one of Japan's

best-selling soft drinks. Containing 70mg of polyphenole per 350ml bottle, the drink helps the

body absorb fats. In its first year, Suntory sold 148 million bottles, three times more than

expected, helping its health drink division's sales increase nearly 90%, to $330 million.

"Japanese are addicted to healthy drinks," says Yasuhiro Matsumoto, an analyst at Shinsei

Securities in Tokyo. He adds that drink makers can also charge a little more for products that

contain less fat, fewer calories, or offer weight-loss advantages.

It's hard to define exactly how big the sales of healthy drinks really are. One problem is that

many are marketed as "healthy" even if benefits are limited, unknown, or in some cases

downright dubious. One example: Sales of bottled water with an extra shot of oxygen have

increased 71% in the past five years. Nevertheless, analysts estimate sales of health-related

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drinks were roughly $6.2 billion in 2007, with products containing health-promoting ingredients

such as catechin, amino acids, collagen, or vitamins accounting for 82% of the total.

Many of the most successful new drinks are those that receive a governmental stamp of approval,

confirming healthy properties. The market of food and drinks deemed by the government to have

special health benefits, known as tokuho, has grown five times in the past decade to $6.5 billion a

year, with drinks such as Suntory's black tea accounting for $963 million of the total.

It's easy to identify the attraction. In a country with an aging population (the average age is now

46), demand for sweet, fizzy drinks beloved by younger generations is falling. Meanwhile, for

salary men who have long sipped energy drinks crammed with caffeine and other pick-me-ups to

make it through long working days, a tea or soda that promises health benefits isn't a big leap of

faith.

Perhaps most important, health concerns are rising. In particular, worries over metabo, a

buzzword covering a host of metabolic disorders, are at epidemic levels. One driver: a

government warning that men with waistlines more than 33 inches (35 inches for women) are at

greater risk of falling victim to high blood pressure, diabetes, or other ailments. That might not

be news in many industrialized countries, but in Japan, aided by a huge media debate, it triggered

beverage makers to set about developing more healthy offerings. "The health of the aging

population is definitely at the core of some of these productsit's not just a fad," says Michael

Fiorella, who runs strategic marketing firm Spark Productions in Tokyo and blogs on trends on

the Japan Marketing News Web site.

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While hardly a panacea, health-improving soft drinks offer an easy fix without the need to

drastically alter lifestyles. Drinks aiding in weight loss are especially popular. Drinks without

government approval can also be successful if the marketing is right. At Kagome, another drink

maker, sales of Labre, a vegetable-based lactic acid drink, reached $96 million last year, in only

its second year. Rather than seek government backing, Kagome relied on a TV ad campaign

featuring a popular actress to buoy sales. It was so successful that the company couldn't keep up

with demand in Labre's first year and had to halt sales for several months in much of Japan.

"People who actually drink it realize its efficacy and many of them became regular customers.

We don't see any need to apply for governmental approval at the moment," says Takashi Kono, a

spokesperson for Kagome.

Still, a huge array of healthy brews isn't guaranteed to increase drink makers' sales and earnings

indefinitely. One challenge is keeping down costs. Developing new drinks requires sizable

research and development investments that often don't pay off. To succeed, "they have to provide

something new, they have to be quality, and then on top of that they have some special

ingredient," says Dave McCaughan, director of strategic planning at McCann World Group Asia-

Pacific in Tokyo.

This Health Drink market is the most happening thing in the Japanese beverage market. This

proves to be the best ground to launch its product range on for Cott beverages. By creating a

good brand name and identity in this market it can hope and try to expand into the other market

of the beverage industry and catch a foothold of a strong market share. Creating a Brand Name

and identity is a key strategy to attain success in Japan as the Japanese culture and history shows

that the Japanese people are loyal to their preferred brands.

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The following are details of a survey conducted by whatjapanthinks.com. It shows the vast scope

and demand for soft drinks, energy & health drinks in Japan. The survey, questions asked and its

responses have been listed below.

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Q1: How often do you buy fizzy drinks, tea, or other prepared soft drinks? (Sample

size=5,933)

TotalMale

N=2,227

Female

N=3,076

Almost every day 43.5% 59.4% 33.9%

Four or five times a week 12.7% 12.5% 12.8%

Two or three times a week 20.2% 15.0% 23.3%

About once a week 13.3% 7.0% 17.0%

Two or three times a month 6.9% 3.8% 8.8%

About once per month 1.9% 0.9% 2.5%

Less than that 1.1% 0.8% 1.3%

Never buy 0.4% 0.5% 0.3%

There was little variation by age, barring for teenage boys, but perhaps that was due to a very

small sample size.

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Q2: Within the last week, which of the following types of fizzy drinks, tea, or other

prepared soft drinks have you

bought? (Sample size=5,911, multiple

answer)Total

Male

N=2,215

Female

N=3,696Coffee 56.1% 71.8%

46.8% Green tea 54.1% 56.1%

52.9% Carbonated drink 37.9% 43.7%

34.4% Black tea 32.5% 29.3%

34.5% Sports drink, isotonic drinks 31.3% 36.3%

28.4% Mineral water 27.3% 25.1%

28.6%

Sugar-free tea drinks, excluding

green tea23.7% 22.6%

24.3% Tomato or other vegetable juice 23.5% 23.2%

23.7% Other 14.5% 9.2%

17.7%

Note that green tea is almost always sugar-free; I think you can get a green tea latte that has

sugar, but on the whole green tea is straight. Im not sure how people answered about drinks that

fall into more than one category.

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Looking at the detailed breakdown by age, black tea was over twice as popular with teenagers

compared to those of fifty. No other drink showed such a noticeable trend.

Q3: Where do you usually buy fizzy drinks, tea, or other prepared soft drinks? (Sample

size=5,911, multiple answer)

TotalMale

N=2,215

Female

N=3,696

Convenience store 73.4% 78.4% 70.4%

Vending machine 63.5% 75.3% 56.4%

Supermarket 60.3% 46.4% 68.6%

Drug store 26.3% 17.5% 31.6%

Discount store 19.7% 21.2% 18.9%

Railway station kiosk 7.1% 7.2% 7.1%

Mail order 1.2% 1.2% 11.%

Convenience stores were a bit more popular with young people rather than old, but no other

stores had particularly obvious age trends.

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Q4: Have you ever taken part in a promotional campaign associated with fizzy drinks, tea,

or other prepared soft drinks? (Sample size=5,911, multiple answer)

TotalMale

N=2,215

Female

N=3,696

Collected stickers and applied by postcard 56.8% 55.0% 57.9%

Collected a single sticker and applied through PC 15.2% 18.2% 13.3%

Collected a single sticker and applied through mobile phone 52.3% 52.6% 52.2%

Collected five or more stickers and applied through PC 11.6% 15.9% 9.1%

Collected five or more stickers and applied through mobile phone 39.0% 45.6% 35.0%

Never bought drinks with a promotion campaign 6.5% 5.7% 7.0%

Sometimes there will be promotions through these drinks that require collecting stickers and

either posting in a card with them stuck on, or typing a unique code from the sticker into a web

site to either or both win instant prizes or save up the points towards applying for a bigger prize.

I think the difference between collecting one sticker and five or more is to highlight if people

apply as soon as they make their purchase, or save up the points and apply en masse.

Postcards were more popular with older people of both sexes, and there were slight trends

suggesting mobiles were more popular with younger people, PCs for older people, when it came

to applying for these competitions.

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Q5: Regarding stickers or quizzes associated with fizzy drinks, tea, or other prepared soft

drinks, select all that are close to your point of view. (Sample size=5,911, multiple answer)

TotalMale

N=2,215

Female

N=3,696

Ill want to buy drinks I dont usually buy if they have a quiz 51.3% 47.3% 53.7%

If theres a prize I want, I want to collect lots of points and apply 32.8% 37.8% 29.8%

Collecting points is bothersome 24.8% 24.1% 25.3%

Ill want to buy drinks I dont usually buy if they have a sticker

campaign23.9% 25.9% 22.7%

Im interested in products that have quizzes and other promotional

campaigns14.5% 13.2% 15.3%

The survey clearly shows us the peoples views and choices regarding beverages. Hence by

conducting such surveys or studying such survey about the market and acting based on the

responses Cott can penetrate the Japanese soft drink market slowly and take hold of a profitable

share of the market.

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STRATEGY, REGULATIONS, OPPORTUNITIES & CHALLENGES:

Marketing Strategies:

With so many competing new products being launched in the market, companies should be

aware of the need for constant product innovation and regular launches of new or improved

products, especially for processed foods. Also, regular promotion and advertising is needed to

maintain sales.

The Japanese consumers easily get bored with old products and demand the best quality, the best

looking, and the latest products. Japanese consumers are well-educated and Knowledgeable

about food, and are highly brand-conscious - a brand with a quality image will sell.

Japanese consumers also often view food as art. A food products aesthetic appearance (on the

shelf, in the package, and on the table) is very important in building consumer acceptance.

Distribution channels:

The typical distribution pattern for imported products has been for the importer to import goods

from foreign manufacturers and distribute them to primary wholesalers, which in turn distribute

through secondary wholesalers to retailers.

However, leading retailers and wholesalers are now relying more on development imports, while

Japanese manufacturers import goods from their own offshore production facilities. Small and

medium-sized wholesalers and retailers do small-lot imports, and consumers are increasingly

importing products directly from abroad themselves. This has resulted in distribution channels

that are shorter and more efficient than Japans traditional channels. Overall, factors such as

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diversified consumer needs, intense price competition and the spread of the internet are

dramatically altering the environment for distribution of imported products.

Regulations:

The Food Sanitation Law is the major law under the control of the Ministry of Health, Labour

and Welfare. The Food Safety Basic Law sets the principles for developing a food safety regime

and the role of the Food Safety Commission, a food-related risk assessment body.

It is strongly recommended that if a product label does not clearly indicate additives,

preservatives, colouring materials, spices or flavourings, that a certificate with detailed

descriptions of ingredients be attached to each shipment to meet import procedures.

Getting the Product into the Market:

Diversified consumer needs, intense price competition and the spread of the internet are

dramatically altering the environment for distribution of imported products.

The typical distribution pattern for imported products has been for the importer to import goods

from foreign manufacturers and distribute them to primary wholesalers, which in turn distribute

through secondary wholesalers to retailers. However, leading retailers and wholesalers are now

relying more on development imports (products developed overseas by the Japanese for the

Japanese). Small and medium-sized wholesalers and retailers do small-lot imports and

consumers are increasingly importing products directly from abroad themselves. This has

resulted in distribution channels that are shorter and more efficient than traditional channels.

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Cott Beverages looking to make a long-term commitment to Japan should set up a presence in

the local market by hiring staff who know the local market, who can formulate an effective

marketing plan, and who can be delegated the authority to implement such a plan.

The Japanese value trust, dialogue and relationships, and New Zealand exporters should make

considerable efforts to avoid establishing a poor reputation. Short term thinking, ignorance of

local values, or near-sighted decisions will damage chances of long term success in Japan.

Sustainability Issues:

CONSUMERS:

Pews Global Attitudes Survey conducted in 2007 found that 70 percent of consumers in

Japan named environmental concerns as a major problem. The Japanese Ministry of Agriculture,

Forestry and Fisheries conducted a survey in 2004 which found 42 percent of consumers prefer

to buy green, with 94 percent likely to buy green in the future. Japanese consumers

environmental awareness extends to ethical and fair-trade products. Data monitor forecasts that

fair trade purchase will increase by 12 percent over the next five Years.

RETAIL:

Aeon Group Supermarkets provide special traceability labels on products to enable customers to

check production information on their mobile phones. The company introduced biodegradable

packaging for many fresh produce items in 2005.12 Aeon has been reporting on social and

environmental matters since 1996. Aeon also has a code of conduct for their suppliers which

include environmentally friendly manufacturing processes. Aeon auditors check both local and

overseas suppliers annually.

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Wal-Mart acquired Seiyu Supermarkets in 2007. Seiyu is one of the largest supermarket chains

in Japan with a total of 394 stores. Seiyu began a carbon reduction programme and a reusable

bag campaign in 2007. Wal-Mart is continuing to integrate sustainable practices into its stores

worldwide and into its supply chain.

ORGANICS:

Japanese consumers are concerned about food safety and this has increased demand for

organically certified foods. Processors are increasing the production of organic foods under the

Organic Guild brand and supermarket chains Aeon and Ito-Yokada are expanding their range

of organic products.

Trends:

The declining working age population, and the rise of the over-60 age group, meanspeople are eating out less.

With the population and income levels steady, food retail sales have been shrinking. Japans population is becoming older. This will have a significant effect on the F&B

market and over the next decade Japan is likely to become a value-driven rather than

volume driven F&B market.

Partly as a result of demographic changes there has been increasing demand forfunctional, healthy foods.

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Opportunities:

Japanese consumers appreciate foods produced in regions known to produce qualityproducts and are more receptive to concepts like protected designation of origin or

protected geographical indication. New Zealand exporters should take advantage of this.

Over the long term, there is room for growth in new value-added products such asinnovative functional food and beverages.

Challenges:

Japan has extensive F&B regulations which can be difficult to understand. With so many competing new products being launched in the market, companies need to

constantly innovate and regularly launch new or improved products.

Hence by analysing the Japanese market, its trend, opportunities, regulations, Challenges and

scope Cott industries have to come up with a convincing overall package of marketing and

advertising strategies to enter and win over the Japanese market.

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REFERENCES:

http://www.beveragemarketing.com/reportcatalog1i.html

http://www.nzte.govt.nz/explore-export-markets/market-research-by-industry/Food-and-

beverage/Pages/Food-and-beverage-market-in-Japan.aspx

http://www.nzte.govt.nz/explore-export-markets/market-research-by-industry/Food-and-

beverage/Documents/Food-and-Beverage-Market-in-Japan-April-2009.pdf

http://www.yanoresearch.com/press/pdf/389.pdf

http://en.wikipedia.org/wiki/List_of_soft_drinks_by_country#Coffee

http://en.wikipedia.org/wiki/List_of_soft_drinks_by_country#Carbonated

http://store.mintel.com/carbonated-soft-drinks-in-japan-2010-market-sizes.html

http://www.japaneconomynews.com/2007/01/30/how-big-are-soft-drinks-in-japan/

http://researchwikis.com/Energy_Drinks_Report_2008

http://researchwikis.com/Soft_Drink_Market

http://www.businessweek.com/globalbiz/content/mar2008/gb20080312_644197_page_2.htm

http://whatjapanthinks.com/2007/01/29/over-two-in-five-japanese-buy-soft-drinks-every-day/

http://www.responsibleresearch.com/CSR-Key_risks_facing_the_beverage_industry_.pdf

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