The soft drink market is a duopoly worldwide and India is no exception. 95% of sales are shared between 2 companies- PepsiCo and Coca-Cola. Soft-drink is a product with very little differentiation and high degree of impulse purchases. Given these two facts, Place and Promotion assume paramount importance in the marketing of soft-drinks. Through this report we intend to discuss the approach for addressing a particular managerial decision problem of 7UP. It is with this intention we have decided to do the following study. PART A:
To prepare a write-up on the designated Marketing Research Process for 7UP o
Defining the Managerial Decision Problems and Research Problems o
The Research Design and the specific Research Methodology fixed to address the research problems and the informational needs o
The Sampling Plan and the Research Tools designed for the data collection o
A detailed Report on the pre-testing carried out on the research tools PART B:
To prepare a write-up on the Marketing Plan implemented by PepsiCo for 7UP o
A brief account of the existing Marketing Objectives set for 7UP o
A brief account on the existing Generic Marketing Strategies fixed for 7UP o
A brief account on the existing Marketing Organization set up for 7UP
After doing a secondary survey and talking to a few knowledgeable persons in the industry, the managerial decision problem of How should the company go about dealing with the low monthly sales volumes?' has been chosen. The corresponding exhaustive list of the research problems were listed down along with the individual approach.
COMPANY AND THE PRODUCT
PepsiCo is one of the leading soft drinks company in India. It is second after Coca Cola. But its core brand Pepsi captures the highest percentage share of all the CSDs. The company portfolio of soft drinks consists of Pepsi, 7UP, Mirinda, Mountain Dew, Tropicana Juices and their variants. 7UP is one of the three (7UP, Mirinda, Mountain Dew) lemon based drinks of PepsiCo. However the market leader in this segment is Coca Cola's Sprite assuming almost 10% of the market share of Carbonated Soft Drinks. NATURE OF MARKET
Intense Competition: The Soft drink market in India is one of intense competition between 2 major players- Pepsi and Coca Cola. This ensures large advertisement expenses. Low Average Consumption: The consumption is a low average of 10 bottles/person/year, which is even lower than countries like Pakistan and Sri Lanka. One of the factors contributing to this is the perception that soft drinks are not good for health. Seasonal Demand: The demand is highly seasonal with close to 45% of the sales coming in three months of April- June. This creates an inherent problem for the distribution network as well as asset utilization. Low Product Differentiation: Differentiation can only be created by such aspects as brand image, high visibility, heavy promotions and aggressive marketing. Habitual Buying Behavior: A soft drink is typically a low customer involvement product with low product differentiation leading to a "habitual buying behavior". Spreading Network: The network is spreading from traditional grocery and retail outlets to include bars, eateries, restaurants and other leisure places. Customer Preferences: The customer preferences are determined by factors like taste, chill, visibility, packaging and advertisements. Reverse Supply Chain: Since most of the sales take place through bottled products, a system to collect these back has to be in place. The container in this case is costlier than the product. More than 95% of the bottles come back (consider damaged goods). MANAGERIAL DECISION PROBLEM
After a thorough investigation through secondary research and talking to a few knowledgeable persons in the industry, one thing was very evident: the market share of 7UP is decreasing. The carbonated soft drinks market is about Rs. 7000 crores in India. Pepsi and Coke lead the market currently. The market of clear...
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