A century ago, the world would have never expected that the syrup that cured the stomach disorders would quench the thirst of millions of people in the form of aerated beverages. The soft drinks, which we normally consume in our daily life today, were initially developed, as syrup for cure of stomach disorder problems. The syrup was inadvertently mixed with carbonated water rather than plain water. The syrup was later known as cola.
The Indian soft drinks market became a hot battle field when in 1993 Coca Cola came once again to India through venture with Parle and acquired Parle Brands which gave it access to the latter 53 odd bottling franchisers and competition grew with Pepsi holding its strong grip in Indian soft drink market. Perhaps nothing matters with the cola war, as far as the companies are providing the Indian consumers the taste for their price and the market becoming more competitive.
The global market consists of two major players; PEPSI and COCO-COLA. Both have universal brand names. They are available in almost 200 countries Pepsi products are served in more than 160 countries with more than 773 million serving every day. With the emerging middleclass and higher purchasing power, the expenditure on soft drinks is bound to increase considerably; this is possible only through intense marketing, which has led to cut-throat competition and the famous Cola wars.
Asian youth are among the world's fastest growing consumer segment today. China, Indonesia and India make up three of the world's 4 biggest soft drink markets. The fortune 500 majors have duly acknowledged the potential of consumption of beverages, in India, in particular.
[...] In the cola Category, Pepsi is seen as the most aggressive of the lot, followed by Thumps Up from the coke portfolio and thirdly, coke itself. Other highlights of the Indian soft drink market are as under: India is a young country with of its population lying in the age group of 15-24 years, which is where the potential for soft drinks lie. While the per capita consumption of soft drinks in the United States is about 770 servings and 62 servings outside the United States, the per capita consumption in India is a ridiculously low figure of 3 servings per years, which is lower than the average consumption in Pakistan and Bangladesh. [...]
[...] SWOT ANALYSIS OF PEPSI CO INDIA STRENGTHS Pepsi has built up a rapport with the Indian consumers, particularly in terms of making the brand synchronize with localized events and traditions. Instead of harping on its global lineage, it tries to plug into ethnic festivals in different parts of the country. The parent company gives tremendous flexibility to its employees in making independent decisions. Every manager and sales person has the authority to pursue courses of action that he/she feels will increase the brand awareness and sales. [...]
[...] The rural market that contributes a small percentage of the company's sales at present has to be exploited especially in light of the growth in income levels due to the tremendous growth that the Indian economy has been enjoying. BIBLIOGRAPHY Internet: www.pepsi.com www.pepsico.com www.pepsiworld.com Marketing management: Philip kotler. Consumer Behaviour: Leon-G. Schiffman & Lesticlazer Karnuk Business Magazines: Business World New paper: The times of India, Deccan Herald General Manager BOTTLING MIXING OF COLOURS AND FLAVOURS Shipping head Production manager Plant accountant Plant manager Shipping in charge Shipping executive DIS-INFECTION BY OZONIZATION MICRO FILTRATION CARBON FILTRATION CHOLRINATION COAGULATION Territory Coordinator Personnel Executive Administrative Officer Personnel Manager Head General Manager C.E C C.E. [...]
[...] Soft drinks being very pure and enriched with minerals, flavors etc; THE PURIFICATION PROCESS OF SOFT DRINK AS FOLLOWS: Coagulation is the process in which Aluminum Sulphate (A12504) and Ferrous Sulphate (FeSo4) is added to the water. Due to this process colloidal practicel in the water is settled down. Chlorination is followed by coagulation and chlorination for killing the bacteria and other micro organisms. Then the water is allowed to settle for a time period of four hours and clean water taken out after this time period. [...]
[...] Purchase & sales Department Purchase Department It takes care of total purchase that are made in the plant .Various departments are placed an order thorough respective heads to the purchase department. Sales Department TDM (territory development manager) DC (Area development Co-Coordinator) CE (Customer Executive) The number of CE'S depends upon the size and structure of territory Service Department This department is chained with the responsibility of maintaining service standards. They have to maintain customer satisfaction and after sales service, a long relationship with the customer .It is again headed by General Manager, who is further assisted by the manager in charge of sales and service s. [...]
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