beverage industry of packaged drinking water

WESTERN BEVRAGES PVT LTD

COMPANY PROFILE

Western Beverages Pvt. Ltd. is a Company incorporated in the year 1996

Initially it started its operations as a franchise of Cadbury Schweppes India Ltd

Between1998 to 2000 the company also manufactured “Bisleri” Club Soda

In 2000 Cadbury Schweppes sold its brand to Coca Cola

Marketing MixProducts & Packaging - Brand Taan has Carbonated Soft Drinks, Soda and Packaged Drinking Water under its banner

CONTD….

PROMOTION:

Print media: - at present they advertise on local Newspaper Herald and Gomantak times the rates are charged according to the columns and centimetres for example

CONTD..

Runners are charged per display Audio/ Video are charged per times At present Goa365 charges Rs 7500 per month for 60

Runners per day

PRICE

COMPETITORS PRICE OF PACKAGED DRINKING WATER

CONTD..

PLACE The Company is strategically poised to make "Twist" a

national brand. It is currently launched in Goa, Bangalore, Mysore, Chennai, Hyderabad, Jaipur , Agra, New Delhi and state of Kerala

PORTER’S FIVE FORCES

Threat of competitors: Is

high

Threat of entrant: Is low

WESTERN BEVERAGE CHANNELS OF DISTRIBUTION

HOW SEASONALITY AFFECTS BEVERAGE INDUSTRY

MANUFACTURING FACILITYAT CUNCOLIM, GOA

FACTORY VIEW

CONTD.. The manufacturing plant works 8hour a day

At normal speed they can produce 18000/36000 pet bottles and 40000/72000 glass bottles per day

At present they have 24 permanent employees in a

factory besides these there are Helpers, Loaders who work on contract basis.

All the employees working in a production process are required to wear the uniform, slippers, caps, mask and gloves before entering the plant

WATER AND SUGAR PURIFICATION PLANT

PACKED DRINKING WATER PLANT

In this plant only packed drinking water is produced

This plant can produce 30 to 40 bottles per minutes that is 200 boxes per day.

Three people supervises the entire process in this plant

LABORATORY PLANT

24-24-8 Rinser Filler Capper German Technology Machine

This machine can fill 150 to 170 pet bottles per minute and 240 glass bottles per minute

CONTD…

They use Ink Jet Printer for putting the MRP price, manufacturing date, Batch No on the bottles.

A coloured cardboard box cost Rs 14 whereas without coloured Rs7

SWOT ANALYSIS

STRENGHT WEAKNESS

Unique flavor Communication gap between Distributor & Retailer

Increasing market share No schemes on soft drinks and packed drinking water

Attractive Packaging No presence in “non carbonated” beverage segment

Excellent Product Quality Big market share gap in packed drinking water between coke, Pepsi &other local players

Experienced manpower

National presence

CONTD..OPPORTUNITY THREAT

Tie up with local restaurant & retail companies

Change in taste and preferences

Come up with non carbonated product

Increasing competition from local players and established players

Attractive schemes for shopkeepers like display racks, freezers

Increase number of distributors & give them sales target on monthly basis

Improve customer relationships with factory outlets

Offer Coupon programs like under the crown scheme and offer gifts

Improve profit margin on packed drinking water

HR PERFORMANCE AND POLICIES

Incentives & schemes: -For every migrant labour food, transport& accommodation facilities are provided by company free of cost

For all employees Provident fund Employee state insurance policy Gratuity with LIC where premium is paid by Co Leave travel concessions for every 3 years Encashment of leave Bonus in form of extra one month salary

MODEL MARKET Task details are as follow Identify the buyer: For non buyers: Display & Signage

RECOMMENDATIONS

Tie up with local restaurant & retail companies Attractive schemes for shopkeepers like display racks,

freezers Increase the availability of Taan products in rural areas

like Balli and Betul Give sales targets to existing distributor Improve customer relationships with Direct Store

facilities For getting market share sponsor college and school’s

cafes Offer Coupon programs like under the crown scheme

CONTD..

Improve profit margin on packed drinking water for shop keeps

Come up with non carbonated Target family homes with new Taan 1ltr or 1.5ltr

Orangeade & Lemonade

CONCLUSION

In a developing country like India where population growth of middle class is increasing with rise in their income level a company like Western Beverages will need to keep an eye on growing consumer need for quality and variety with new innovative products

Beside this ensured product availability in retail market with flexible service and cost effective channel of distribution, will be vital to the success of Western Beverages in coming years

THANK YOU

REFERENCES

www.westernbeveragespvtltd.com (official website of western Beverages Pvt Ltd’)

http://www.oppapers.com/essays/Soft-Drink-Industry/564966