Carbonated soft drinks business
This is an article on a conversation on "carbonated soft drink business" between a research scholar (ayushman) and me (sujit). Well, Ayushman is a student of Utkal university and doing his research on carbonated soft drink business for last 2 months. And i am Sujit the second character of this conversation is a layman. Here we had some chat and Ayushman tried to make me aware of some facts and answered some of my queries.
One sunny day at noon, i entered in to a cold drink parlour named kool park to have some refreshment. i ordered a glass of coke and joined Ayushman on his table, who was having a glass of Pepsi. then our conversation started like....
Ayushman: hey, i am Ayushman..
Sujit(me): hi, i am Sujit.
Ayushman: what are you having?
Sujit(me): coke, and you?
Ayushman: it's Pepsi.
Ayushman: do you have a liking of any specific soft drink over any other soft drink?
Sujit(me): no, why?
Ayushman: well, you can find different carbonated soft drinks with different flavours and different tastes.
Sujit(me): seems you know a lot about soft drinks.
Ayushman: actually, i am doing a research on carbonated soft drink business.
Sujit(me): oh!! that's great.
Sujit(me): so, what, actually this carbonated soft drinks are?
Ayushman: the basic element in carbonated soft drinks are sugar, water and flavouring. these are called carbonated soft drinks because water is impregnated with carbon dioxide which is dissolved in the water under high pressure.
Sujit(me): who are the major players of carbonated soft drink business?
Ayushman: coca-cola, Pepsi, Cadbury Schweppes are the top 3 brands in carbonated soft drink business.
Sujit(me): what are the process involved in manufacturing these carbonated soft drinks ?
Ayushman: manufacturing carbonated soft drinks has involved the process like; preparation of sugar solutions, water deaeration, blending and mixing of flavours and concentrates, carbonnation and then packaging.
Sujit(me): how this industry came in to existance?
Ayushman: well, soft drinks can trace their history back to the mineral water found in springs. Scientists soon discovered carbon-dioxide behind the bubbles in natural mineral waater.
The first marketed soft drinks appered in the 17th century. They were made from water and lemon juice sweetened with honey.
Sujit(me): how big is the carbonated soft drink business overall and in India?
Ayushman: carbonated soft drink business is almost everywhere in the world. The global consumption of soft drinks is rising by 5% every year. united states, Ireland, Canada are the top 3 countries in soft drink consumption and as far as Indian market is concerned this industry is worth Rs. 60-billion and growing now at 5% annually with a compound annual growth rate of 4.5% where coke and Pepsi have a combined market share of around 95% directly or through franchisees.
Sujit(me): what are the strategies these companies make to compete with each other and increase their market share?
Ayushman: They come up with different types and flavours under their brand, run different schemes for a limited period say during some occasions, seasons etc.
in 2006, coca cola India, launched small 200 millitier cans priced at Rs.5 (11 cents). Pepsi responded by lowering the price of its 300 ml can from Rs.8 to Rs 6.
they are giving stress on advertisement campaign and commercials.
soft drink companies later started making tie-ups with shops, retail stores and movie theater to find place for their ad campaign.
by the time we end, we realized that we had a good informational chat for 30 mins and put an end to our discussion upto this.
This is not what was expected from you. You were supposed to write a conversation between alayman & yourself. Apart from that your understanding of the topic is shallow. I suppose you haven't read the case study provided to yoi in this regard. So, you have got 1/10. That only point is for the creation of blog.
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