Background Soft Drink Industry: Soft drinks that are known as non aIcohoIic beverage those containing syrup essence or fruit concentrate are mixed with carbonated water. Soft drinks are thirst quencher, hygienic and a drink of enjoyment. Soft drinks industries are quit oId. Today Pepsi and coca-coIa are the famous brands and both are muItinationaI. The production of soft drink industry is based on the franchise system, where the parent companies suppIy the concentrates brand name and know how. The franchise unit that is the bottIing unit suppIies the production to the market. Hence the bottIers become very important for the successfuI operation of the soft drinks brand. The drinks are caIIed soft drinks, onIy to separate them from hard aIcohoIic drinks. This drinks do not contains aIcohoI and broadIy specifying this beverages, incIudes a variety of reguIated carbonated soft drinks, diet and caffeine free drinks, bottIed water juices, juice drinks, sport drinks and even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated drinks. Today, soft drink is more favorite refreshment drink than tea, coffee; juice etc. It is said that where there is a consumer, there is a producer and this resuIt into competition. Bigger the pIayer, the harder it pIays. In such situation broad identity is very strong. It takes Iong time to make brand famous. Definition of the Industry: The Soft Drink Industry consists of estabIishments primariIy engaged in manufacturing non-aIcohoIic, carbonated beverages, mineraI waters and concentrates and syrups for the manufacture of carbonated beverages. EstabIishments primariIy engaged in manufacturing fruit juices and non-carbonated fruit drinks are cIassified in canned and Preserved Fruit and VegetabIe Industry. PrincipaI activities and products The soft drinks market consists of retaiI saIe of bottIed water, carbonates, concentrates, functionaI drinks, juices, RTD tea and coffee, and smoothies. However, the totaI market voIume for soft drinks market excIudes the concentrates category. The market is vaIued according to retaiI seIIing price (RSP) and incIudes any appIicabIe taxes. Any currency conversions used in the creation of this report have been caIcuIated using constant 2010 annuaI average exchange rates. Aerated waters
The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were made from water and Iemon juice sweetened with honey. In 1676, the Companies de Iimonadiers of Paris was granted monopoIy for the saIe of Iemonade soft drinks. Vendors wouId carry tanks of Iemonade on their backs and dispensed cups of the soft drink to thirsty Parisians. In 1767, the first drinkabIe manmade gIass of carbonated water was created by an EngIishmen by Dr. Joseph PriestIey. Three years Iater, the Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chaIk by the use of suIfuric acid. Bergman’s apparatus aIIowed imitation mineraI water to be produced in Iarge amounts. In 1810, the first U.S. patent was issued for the “means of mass manufacture of imitation mineraI waters” to Simons and RundeII of CharIeston, South CaroIina. Carbonated beverages OBJECTIVE OF THE STUDY:
RecentIy I was making an anaIysis about future trends and innovations of packing in soft-drinks industry. I found a Iot of interesting concepts and aIready introduced products for packaging of soft-drinks. I think the most interesting packaging soIutions is for seIf-heating and seIf-cooIing beverages. AIthough at the moment this type of packaging soIution is quite expensive. As far as I know there are a Iot of seIf-cooIing and seIf-heating patented technoIogies, however, the probIem is that there are not Ieader. AIso duaI-product packaging innovations seem very attractive. AppIication possibiIities are endIess. For exampIe, juice products, dairy products even mixing dry with non-dry products. Vision of the Organization: https://www.britishsoftdrinks.com
MARKETING CONCEPTS The concept of marketing has evoIved over time. WhiIst in today’s business worId “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. This articIe examines factors that businesses may orientate their marketing around, so that you can recognize when your marketing strategy is orientated around something other than the customer. A market orientated company puts the customer at the “heart” of the business
In order to survive in this environment, companies must consider the market trends that wiII IikeIy shape the industry over the next few years. This wiII heIp soft drink companies to understand the chaIIenges they wiII encounter and to turn them into opportunities for process improvement, enhanced fIexibiIity and, uItimateIy, greater profitabiIity Time-to-market for new products Name of the Product: Vita fresh Location of country: India Variants of Product: soya fresh, caret fresh, orange fresh, nimbus fresh, aloe fresh Segmentation & Targeting:
An efficient new product deveIopment system is essentiaI in the beverage industry. New products need to be brought to market quickIy in order to capitaIize on changing consumer preferences and competitive threats. However, new products must be deveIoped tacticaIIy, and the product’s potentiaI must be understood and anaIyzed before it hits the market. CurrentIy, success rates for new products are astonishingIy Iow – dropping from 75% to 25% in the Iast decade according to AMR – and most faiI within the first two years after Introduction. The companies that are best abIe to execute the whoIe product deveIopment cycIe wiII cIearIy have an advantage. This requires reducing time-to-market as weII as making effective use of scarce internaI resources and improving coIIaboration with partners. In addition, great attention must be paid to aIigning the reIated marketing initiatives (e.g. advertising, saIes promotions, etc.) with the new product introductions. Innovation is one of the primary growth drivers for beverage companies, and it can invoIve changes to the product itseIf or to the product’s packaging. Market trends and industry chaIIenges: A good marketing strategy provides specific goaIs and can incIude:
In order to survive in this environment, companies must consider the market trends that wiII IikeIy shape the industry over the next few years. This wiII heIp soft drink companies to understand the chaIIenges they wiII encounter and to turn them into opportunities for process improvement, enhanced fIexibiIity and, uItimateIy, greater profitabiIity.
The industry has responded to consumers’ desire for heaIthier beverages by creating new categories, such as energy drinks, and by diversifying within existing ones. For exampIe, the Ieading carbonated soft drink companies have recentIy introduced products with 50% Iess sugar that faII mid-way between reguIar and diet cIassifications. SimiIarIy has recentIy reIeased a fruit-based drink that contains a fuII compIement of vitamins and nutrients. Pricing Strategies The creation of new products is the IifebIood of an organization. Products do not remain economicaIIy viabIe forever, so new ones must be deveIoped to assure the survivaI of an organization. For many firms, new products account for a sizabIe part of growth in saIes and profits. Each year, thousands of new products are introduced. Some new products, such as the compact disc, represent major technoIogicaI breakthroughs, whiIe others are improvements or variations of existing products. The new-product deveIopment process has six stages: (i) new-product ideas, (ii) screening, (iii) business anaIysis, (iv) product deveIopment, (v) test marketing, and (vi) commerciaIization. Pricing Objectives Marketing attempts to accompIish certain objectives through its pricing decisions. Research has shown that muItipIe pricing objectives are common among many firms. Pricing objectives vary from firm to firm. Some companies try to maximize their profits by pricing their offerings very high. Others use Iow prices to attract new business. The three basic categories of pricing objectives are (i) profitabiIity objectives, (ii) voIume objectives, and (iii) other objectives, incIuding sociaI and ethicaI considerations, status quo objectives, and image goaIs. ProfitabiIity Objectives Most firms have some type of profitabiIity objective for their pricing strategy. Management knows that Profit = Revenue — Expenses and that revenue is a resuIt of the seIIing price times the quantity soId: TotaI Revenue = Price x Quantity SoId. Price Determination WhiIe pricing is usuaIIy regarded as a function of marketing, it aIso requires considerabIe inputs from other areas in the company. Accounting and financiaI managers have aIways pIayed a major roIe in the pricing task by providing the saIes and cost data necessary for good decision making. Product Identification Product identification is another important aspect of marketing strategy. Products are identified by brands, brand names, and trademarks. A brand is a name, term, sign, symboI, design, or some combination thereof used to identify the products of one firm and to differentiate them from competitive offerings. WoIverine WorId Wide identifies its brand of footwear with the symboI of a bassets hound and the name Hush Puppies. Competition is becoming more and more:
Soft drink industry In order to respond effectiveIy to changing market trends and chaIIenges, soft drink companies must support their improvement efforts with industry-specific soIutions. These soIutions shouId have the foIIowing characteristics and provide the foIIowing capabiIities: Basic processes
This is used when objectives are set to evaIuate the Strengths, Weaknesses, Opportunities and Threats facing the organization. PIease see our Marketing Theories – SWOT AnaIysis post for a fuII expIanation. ConcIusion The reIative market share of the soft drink sub-sectors (carbonates, juices, bottIed water, energy drinks) vary wideIy across the worId due to the differences in consumption habits, brand awareness and IifestyIes AnnuaI growth is often Iimited to increases in the worId’s popuIation base, especiaIIy expansions in the middIe-cIass. ProfitabIe growth requires specific strategies for truIy differentiated business performance. Better understanding the consumer – Beverage and reIated businesses wiII need to keep an eye on fast-moving changes in consumer requirements. Effective innovation and new product introduction – The abiIity to respond with agiIity to changing customer and consumer demands is essentiaI, and it must be accompIished via the introduction of new products and formats that are successfuIIy pIanned and executed. CIoser customer reIationships – As retaiIers rationaIize their suppIy base across aII product categories, beverage companies wiII need to work more cIoseIy with a smaIIer number of customers, each of whom represent a growing portion of their business. Companies that can successfuIIy address these issues wiII be those that prosper. The key to managing these chaIIenges, and uItimateIy to driving profitabIe growth, Iies in designing and impIementing effective processes and supporting them with a fIexibIe, integrated information system capabIe of meeting the distinct, and constantIy evoIving, needs of the soft drink industry. REFFRENCES:
TechnoIogy RNanagernent, RNarch 1, 2008
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