Marketing Analysis of Soft Drinks in India

1.1 Introduction

In this report, I have covered the details of soft drinks and fruit drinks companies as a result of market analysis performed. I have shortlisted five companies out of many available in Indian market. I have covered every macroscopic and microscopic features of drink companies and have listed out their economic trends in the market.

Analysis is performed by keeping the customer needs and target customer group of the company. As the summer season starts, the competition is likely to grow between the various players. Though the company has to meet the target and keep playing in the market in other seasons also.

What could be the strategies adopted by the company to stay for long run and make revenues; reasons behind the same are covered in the report.

Points like the preferences of customers, the target customer group of companies, SWOT and economic analysis etc have been covered by collecting the feedback from people. As a whole, one gets the report highlighting the main points of soft drinks and fruit drinks companies running successfully in Indian market and establishing their reputation for long run.

1.2 Purpose

The sole aim of this project is to do the market analysis of various soft drinks and fruit drinks companies in Indian market in terms of reputation and economy. Each company is studied in detail in terms of its price, customer group, market strategies etc. SWOT (Strength, Weakness, Opportunities and Threats) analysis is performed on one of the companies to cover all major points and compared to another. Individual viewpoint is also covered on taking over of a company and suggestions for improvement of a brand. Data is collected through various means such as websites (Google, Wikipedia etc), business magazines, newspapers, customer feedback etc.

1.3 Scope of study

The report talks about soft drink retail industry in our country like industry performance, future prospects, growth opportunities etc. The forecast given in the report is not based on a complex economic model but is intended as a rough guide to the direction in which the market is likely to move. The report provides a keen insight of soft drink industry in India by analyzing various market segments and retail formats present in the industry. It helps clients to understand various types of products available in soft drink industry and their future scope. It helps in analyzing the future course of direction and major growth areas in the industry. The project contains executive summary and data on value, volume and segmentation of market in India.

1.4 Sources of data

To complete the analysis of drink companies covered, the data is collected from following sources:

* Websites like Google, Wikipedia, company's sites etc.

* Magazines like Business India, Business Today, Business World etc.

* Newspapers like The Economic Times, Financial Express, Financial Chronicle etc.

* Customer feedback by questionnaire.