new coca - [PDF Document] (2024)

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About the market

Taste the Thunder may be Coca-Cola's tagline for Thums Up, butglobal rival PepsiCo seems to

be stealing the thunder in India, having increased its sales atdouble the pace of the soft drinksmarket leader in the first halfof the year.

In the Rs 11,000-crore soft drinks market, where volume growthis significantly lower than two years

back in any case, Coca Cola reported a growth of 19% in volumesfor the quarter ended September

30 as compared to the same period last year.

Nov 14, 2011Times of Indias article India business

Market size of coca colas competitors are as follows.

As we all know that the main competitors of caco cola are mainlya pepsico company. Coca cola

have 37% market share whereas pepsico and Dr. pepperrespectively have 31% and 21% market

share.

Pepsi changes the game again in new campaign

After celebrating the new, unorthodox and popular face of moderncricket with its

Change The Game campaign, Pepsi has announced its associationwith another popular sport

football. This is Pepsis first football campaign in India.Conceptualized by JWT, the campaign

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kick-starts with a football themed ad film featuring actorRanbir Kapoor and will be followed by

a series of initiatives over the year. The campaign will besupported by a 360-degree approach,including outdoor, consumerengagement and social media programmes.

On the association with football, Deepika Warrier, ExecutiveDirector - Marketing, PepsiCo

Beverages, India, said, Pepsi has always taken the lead incelebrating newer and emergingyouth platforms; from cricket tomovies to music, the brand has successfully created memorable

campaigns and experiences for Youngistaan. Football is gainingimmense popularity in India,and being a true youth soul-mate, Pepsiis proud to be associated with the sport.

With an exciting line-up of cricketing events, including IPL,ICC World Twenty20 and a hostof thrilling football initiatives,Pepsi promises an action-filled, fun year ahead, she added.

Irreverent and youthful, the TVC brings alive the fun associatedwith football. The TVC shows ayoung football enthusiast giving afittingly cheeky reply to Ranbir, who questions his passion for

football. The TVC ends with a delightful take of Ranbirdisplaying his football skills, with

hilarious results.

PEST Analysis

The Coca Cola Company and other organizations have their ownweaknesses and strengths thatcan both affect the future performanceof their respective business. Analyzing the futureconstraints is anadvantage for the companies since they can identify the possiblefactors that

tend to leave an impact on their business.

PEST analysis is a popular method that focuses in the externalfactors of the business and

the environment where it operates. PEST stands for Political,Economic, Sociological and

Technological. All of them examine the changes in themarketplace.

Political Analysis

Political analysis examines the current and potential influencesfrom political pressures.

The non-alcoholic beverages falls in the category under the FDAand the government plays arole within the operation ofmanufacturing these products. In terms of regulations, the

government has the power to set potential fines for thecompanies that did not meet their

standard law requirement.

The changes in laws and regulations, such as accountingstandards, taxation requirements

and environmental laws and foreign jurisdictions might affectthe book of the company as wellas their entry in foreign country.Other than that, the changes in the nature of business asnon-alcoholic beverages can gain competitive product and pricingpressures and the ability to

improve or maintain the share in sales in global market as aresult of action by competitors.

The political conditions of the country are also basis of thestudy, especially in internal

markets and other governmental changes that affects theirability to penetrate the developing and

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emerging markets that involves the political and economicconditions. However, Coca Cola

continuously monitoring the policies and regulations set by thegovernment.

Economic Analysis

Economic analysis examines the local, national and world economyimpact which is alsoincludes the issue of recession and inflationrates. The non-alcoholic beverage industry has highsales incountries outside the U.S. According to the Standard and Poor'sIndustry surveys, "For

major soft drink companies, there has been economic improvementin many major international

markets, such as Japan, Brazil, and Germany." These markets willcontinue to play a major role

in the success and stable growth for a majority of thenon-alcoholic beverage industry. There is a

low growth in the market for carbonated drinks, especially inCoca Colas main market, NorthAmerica. The market growth recorded atonly 1% in 2004 for North America.

Sociological Analysis

This analyzes the ways in which changes in society affect theorganization such aschanging in lifestyles and attitudes of themarket. Consumers from the ages of 37 to 55 are also

increasingly concerned with nutrition. There is a largepopulation of the age range known as the

baby boomers. Since many are reaching an older age in life theyare becoming more concernedwith increasing their longevity. Thiswill continue to affect the non-alcoholic beverage industry

by increasing the demand overall and in the healthier beverages.The demand for carbonateddrinks decreases and this pulled down therevenues of Coca Cola.

Technological Analysis

Technology is the main focus of the analysis where theintroduction and the emerging

technological techniques are valued. This creates opportunitiesfor new products and productimprovements in terms of marketing andproduction. As the technology advances, new productsare introducedinto the market. The advancement in technology has led to thecreation of cherry

coke in 1985 but consumers still prefers the traditional tasteof the original coke.