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Marketing Strategies of Beverage Industry

This document discusses marketing strategies of the beverage industry. It notes that Coca Cola, Pepsi, and Nestle have dominated the Indian beverage market for decades. It reviews literature on market shares, consumer perception, the marketing mix, brand loyalty, and consumer purchase decisions. The document outlines the research methodology, including the problem statement, objectives, descriptive research design, secondary data sources, and sample size. Major factors affecting consumer behavior are identified as income, variety, packaging, health, and regional brands. Limitations of the study include a lack of information and time constraints. Recommendations include emphasizing infrastructure, tailoring products to local tastes, and expanding rural availability.

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Ayush Awasthi
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212 views16 pages

Marketing Strategies of Beverage Industry

This document discusses marketing strategies of the beverage industry. It notes that Coca Cola, Pepsi, and Nestle have dominated the Indian beverage market for decades. It reviews literature on market shares, consumer perception, the marketing mix, brand loyalty, and consumer purchase decisions. The document outlines the research methodology, including the problem statement, objectives, descriptive research design, secondary data sources, and sample size. Major factors affecting consumer behavior are identified as income, variety, packaging, health, and regional brands. Limitations of the study include a lack of information and time constraints. Recommendations include emphasizing infrastructure, tailoring products to local tastes, and expanding rural availability.

Uploaded by

Ayush Awasthi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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“MARKETING STRATEGIES OF

BEVERAGE INDUSTRY”
Beverage means that the systematic account
about the development of beverage.

Fruit juice is not a typical breakfast beverage past


the early 1800s; it was only the fermented grapes
and apples that received much notice.

Coca cola, Pepsi, and Nestle are the leading


beverage brands that have been ruling the Indian
beverage market since past few decades.
In 1894, this beverage got into bottle, courtesy a
candy merchant from Mississippi.
The word “Beverage” has been derived from
the Latin word “bever” meaning rest from work.
It fulfils a basic need of man.
 Among all the beverages, tea and coffee are
manufactured as well as exported heavily in the
international markets.
 The food processing industry in India has a total turn over
of around USD 65 billion which includes value added
products of around USD 20.6 billion.
Review of literature
 All India market shares

 Consumer perception and its favorable impact

 The four ps of the marketing mix

 Brand loyalty and usage rate

 Consumer behavior toward beverage product

 Importance of studying consumer behavior

 The consumer's purchase decision process

 Problem recognition

 Online advertisement and consumer perception


RESEARCH METHEDOLOGY
Statement Of Research Problem
 This study tries to find out the solution to the
following problems stated below-
What marketing strategies are to be followed by
beverage industry?
Which type of advertisement attract the consumer
most towards product?
what factors affect the purchasing decisions of
consumers?
Statement Of The Research Objective

 This research tries to analyse the data on following objective stated

below-

 To find out the impact of advertisement on purchasing decision?

 To find out the marketing strategy to be followed by beverage industry?

 To know about the brand awareness of beverage industry.


Research Design And Methodology
Research design
The Research available is descriptive so as to describe the complete
qualities of drinks available in market.
Sources of Data collection
To do the research I have used the secondary source of data collection.
Secondary Source:
Secondary source is the internet, magazines, and old data files of the research.
Sampling Technique
The sampling technique which has been used in this research is simple Random
sampling. This has been used in order to simplify the process of sample
collection and to use our own wisdom and parameters in relation to selection of
sample.
Sample size: 50
Major Factor Affecting the Consumer behaviour:

Disposabl
 Income e Income

 Variety
 Packaging Packaging,
Flavour & variety of
Healthy soft drinks
 Health Factor choices

Regional
brands
Limitation of this report

To complete this term paper I have found some limitations


and restrains. The main limitation of the study is the
unavailability of close information. At the beginning stage of
the study, the major problem was finding out the relevant
information and money constraints to collect that
information. Unavailability of literature and data and in
many cases the up-to date information is not found easy.
Another significant limitation was time constrain. It was
difficult to perform all the analysis about a whole business
section within a shorter period of time.
CONCLUSION
AND
RECOMMENDATIONS
CONCLUSION
It was observed that beverage products has been
perceived quite positively as it has been projected.
People are aware of the Brand & Awareness of
beverage products is quite high in the market.
Although beverage products has been into
controversies, people still prefer to stay loyal to the
beverages product.
RE COMMENDATION AND SUGGESTION

After completing our project I have concluded some


recommendation for the beverage industry, which are
following:
Coca Cola Company should try to emphasis more on providing
their infrastructure in the market to facilitate their customers.
According to the survey, conducted by the international firm
Indian people like little bit sweeter cold drink. So for this
beverage industry should produce their product according to
the local demand.
Marketing team should try to increase the availability of
beverage industry in rural areas.
They should also focus the old people.

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