Fashion Brand Managemennt
Submitted by:
Karuna Sharma
Khushal yadav
Aditi patwari
Pawan keswani
MFM II
Comparative brand analysis of Pepsi and Coca-Cola
Indian beverage market
The size of the non-alcoholic beverages market in India is likely to reach
the Rs.11,000 crore-mark by 2015, as predicted by the industry body
Assocham. Growing at a CAGR of about 20%, the non-alcoholic beverages
sector is currently worth about Rs. 6,000 crore. Domestic consumption of
non-alcoholic beverage currently stands at about 17,500 crore litres and is
likely to cross the 35,000 crore litres mark by 2015. Emerging wellness
trends, higher expenditure for healthy lifestyle by India’s rising middle
class and overall strong domestic economy are certain key factors driving
the non-alcoholic beverage market in India.
The non-alcoholic beverages industry includes carbonated beverages,
sparkling beverages, still beverages like distilled water, fruit juices, fruit-
based drinks, energy and sports drinks, sodas, hot beverages like tea and
coffee and other drinks that have no alcohol content. Coca-Cola, Pepsico,
Parle Agro Pvt Ltd, Dabur and Godrej are among the leading players in the
domestic non-alcoholic beverage circuit.
Carbonated or aerated drinks account for about 30% of the total non-
alcoholic beverages market in the country. The size of the segment is
currently estimated at about Rs. 1,800 crore, while the value of the fruit
drink segment is estimated at about Rs. 1,200 crore and the energy drinks
market is worth about Rs. 600 crore.
Coca-Cola and PepsiCo, the two giants, together control about 90% of the
carbonated beverage market in India. Both the companies are expanding
their CSD portfolio by way of flavours and variants.
PepsiCo, has witnessed a big shift from a portfolio dominated by
carbonated beverages to a more balanced one. Their ratio of CSD portfolio
to the non-carbonated one now stands at 2:1, a big change from 9:1 a few
years back. Coca-Cola is also identifying new flavours. Its core cola brands
continue to contribute more to revenues; Thums Up is the top-selling soft
drink in India. Each brand has contributed around 10 per cent or more to
the mix.
The Coca cola Company
T h e p r o d u c t t h a t h a s g i v e n t h e w o r l d i t s b e s t - k n o w n
t a s t e w a s b o r n i n A t l a n t a , Georgia, on May 8, 1886. Dr. John Stith
Pemberton, a local pharmacist, produced the syrup for Coca Cola, and
carried a jug of the new product down the street to Jacobs’
Pharmacy, where it was sampled, pronounced “excellent” and
placed on sale for five cents a glass as a soda fountain drink.
Carbonated water was teamed with the new syrup to produce a
drink that was at once “Delicious and refreshing”.
Coca-Cola India
Coca-Cola the corporation nourishing the global community with the
world’s largest selling soft drink concentrates since 1886, was the
leading soft drink brand in India until 1977, when it left rather than
reveal its formula to the government and reduce its quality stake
as required under the Foreign Exchange Regulation Act (FERA)
which governed the operations of foreign companies in India. Coca
Cola then returned to India on 26 th October, 1993 after a 16 year
hiatus, with its launch in Agra, giving a new Thumbs up to the
Indian soft drink market. In the same year, the Company took over
ownership of the nation’s top soft-drink brand and bottling
network. Ever since, Coca-Cola has made significant investments to
build and continually consolidate its business in the country,
including new production facilities, waste water treatment plants,
distribution systems, and marketing channels. Coca-Cola India is
among the country’s top international investors, having invested more
than US$ 1 billion in Indian t h e f i r s t d e c a d e , a n d f u r t h e r
p l e d g e d a n o t h e r U S $ 1 0 0 b i l l i o n i n 2 0 0 3 f o r i t s
operations. The Company has shaken up the Indian carbonated
drinks market greatly, g i v i n g c o n s u m e r s t h e p l e a s u r e o f
w o r l d - c l a s s d r i n k s t o f i l l u p t h e i r h y d r a t i o n , refreshment,
and nutrition needs.
The company stands for its mission vision and values
The company’s vision is all about creating a long-term destination for their
business and providing with a "Road map" for winning together with their
bottling partners. Their Road map starts with their mission, which is
enduring. It declares their purpose as a Company and serves as the
standard against which they weigh their actions and decisions:
To refresh the world.
To inspire moments of optimism and happiness.
To create value and make a difference.
Their vision serves as the framework for it and guides every aspect of our
business by describing what we need to accomplish in order to continue
achieving sustainable, quality growth. It is based on the following
elements:
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
The company’s values serve as a compass for their actions and describe
how they behave in the world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it’s up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
Brand portfolio
Brand Portfolio of Coca-Cola India has a hybrid brand architecture. Some
brands benefit due to association with coco cola while others are the
driver brands.
The Coca Cola Company offers a wide range of products to the
customers including beverages, fruit juices, and bottled mineral
water. The company is always looking towards innovation and
constantly strives to satisfy its consumers through offering a wide
range of new and improved products. The Coca Cola Company has a wide
range of products out of which the following products are available in
India:
BRANDTARGET
CUSTOMER
PORTFOLIO
ROLE
PRODUCT
MARKET
CONTEXT ROLE
Coca cola
Young
generationLinchpin brand Driver
Diet coke
Weight
conscious peopleSub brand
Thums up
Confident,
mature and risk
taking people
with masculine
attitude
Silver bullet Driver
Sprite
Youngsters,
teens and young
adults
Energiser brand Driver
Fanta
Girls, youngsters Driver
Limca
Driver
Juice lovers Driver
Minute maid
pulpy orange
Minute maid
lemon
Driver
Maaza
Kids, juice lovers Sub brand
Maaza milky
Kids, teenagers
Burn
Sports people,
active people,
masculine
Iced tea lovers Co brand
Nestea
Georgia gold
Coffee lovers, Co brand
Schweppes
Health conscious
customers
Kinley water
Cash cow brand Driver
Kinley soda
Market Segmentation Model
Market can be segmented along 3 lines-
TYPES OF OUTLETS:
Grocery: Out let which pr imar i ly engage in reta i l ing of food and
var ious household i tems. I t include general household items of daily
usages e.g. commodities like flour, rice and branded household items like
toothpaste, mosquito coil, soap etc.
E&D: Outlet selling items to eat which are being cooked within
outlet. They may have placeof sitting. It includes QSR / Bakery /
Mitie store/Restaurant/Bars / Juice / Soft drinks /Ice cream Parlour /
Tea Shop etc.
Convenience: Includes outlets which are small stores or shop
generally accessible locally. These areoften located along side
busy roads. It includes chemist shop, STD booth, Pan
Shopsetc.
Marketing Mix
outlet volume locality income
channel cluster
Brand graphics
Logo: The red and white logo has become synonymous with the
brand image that quenches thirst and spreads happiness.
The bottle: The coca cola products are available in various
different sizes:
o SSRB (standard size returnable bottle)
o LRB (litter returnable bottle)
o NRB (no return bottle) or disposable bottle
o PET 1.5 (1.5 litter plastic bottle)
o CANS (tin pack 330 ml)
Packing: the Coca cola products are available in different packing:
o 24 regular bottle shell
o 6 bottle pack for 1.5 pets
o 12 bottles in a pack for disposable bottle
o 24 cans in one pack.
Promotional Strategies
A promotional strategy is an important element of market strategy.
A key ingredientin marketing campaigns consist of a diverse collection
PRODUCT- consists of various brand packs and flavor .Its product strategy promote all brand available in brand pack
PLACE- the distribution channel includes the distribution of agent to distributor to retailer to customer
PRICE- priced products in the similar bracket as of the major competitors
PROMOTION- Top line promotion includes T.V ads, banner,celebrity.Bottom line promotion includes promotional schemes,publicity material
T h e 4 P ' s
Brand Identity prism of Coca Cola
PersonalityCreative, dynamic, sporty , strong
Physique Soft drink giant, curvy bottle
Culture Relationship
of incentive tools, mostly shortterm, designed to st imulate quicker
or greater purchase of part icular products or services by
consumer or trade
Getting shelves: They gets or purchase shelves in big
departmental stores and display their products in their i n the
s ty le wh i ch makes the i r p roduc t l ook more c lea r and
more a t t rac t i ve fo r the consumers.
Eye Catching Position: Sa lesman o f the coca co la
company pos i t i ons the i r f reeze rs and the i r p roduc ts
i n eye - catching positions. Normally they keep the freezers near
the entrance of the stores.
Sale Promotion: Company also does sponsorships with different
college and school’s 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.
Distribution Channels: Coca Cola Company makes two types of
selling: Direct selling and Indirect selling.
Direct Selling: In direct selling they supply their products in
shops by using their own transports. They have almost 450
vehicles to supply their bottles. In this type of selling company have
more profit margin.
Brand identity prism
Brand Identity prism of Pepsi
PersonalityYoung, innovative, fun
PhysiqueSoft drink giant, circular logo
Culture Young, vibrant, dynamic
Relationship Emotionally attached, next generation drink
ReflectionYouthful, reliable
Self imageCool, smart, upbeat