Market Review of Soft Drink Industry

Group 629/04/2013

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The soft drink industry is an expansive one that affects everyone in the world today.

Soft drinks are typically comprised of carbonated water and a large amount of sugar and for this reason the market is a controversial one.

The Soft Drink Industry

Research has shown that one soft drink a day can increase the risk of diabetes by 22%.

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The Industry’s Main Competitors

Coca-Cola Pepsi Dr Pepper Irn-Bru Club Orange

Introduction

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Coca-Cola: The largest brand of the competitors. Has 43% of the market share in the U.S.

Pepsi: The second largest brand in the market today and is responsible for 28% of the U.S drinks industry.

Dr Pepper: This is the third largest brand. It owns 17% of the U.S market to date.

Irn-Bru: Though the brand is not well known globally, it is the most popular soft drink in its native country of Scotland. It also holds 24% of the U.K market.

Club Orange: This is the smallest of the brands. This is due to the fact that the brand doesn’t sell to as many countries as its competitors. The brand however is the number one citrus drink in Ireland.

Brand Description

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Pepsi and Coca-Cola both have very impressive websites which are noticeably user-friendly and promote competitions available to consumers.

Website Review

Dr Pepper also have a very good website. The most striking feature of it is the option for customers to customize their own t-shirts while online. The feature is available on the website.

Irn-Bru have a very poor website. It is difficult to navigate and is no where near as engaging as its competitors.

Club orange’s website is under construction at this time therefore it is difficult to analyse however the brand gives links to it’s social networking pages in order to keep in touch with its fans.

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From the BOSS Metrics analysis we can see that Coca-Cola is the most popular brand on Facebook with 62.5 million likes.

However Dr Pepper is the most engaging brand with its fans. It has an average of 2 posts per day and gets and average of 14,000 likes per post.

Club Orange is unsurprisingly the least popular brand with 20,000 likes. It also is not very engaging as it has an average of 0.05 posts per day.

Social Media Review

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On Twitter, Pepsi is the most popular brand. It has 1.1 million followers and an average of 12.5 Tweets per day.

However Coca-Cola is the most engaging with its fans. The company has an average of 43.7 Tweets per day and an average of 41.7 replies.

Club Orange is also unpopular on Twitter. This is partially due to the fact that the brand has never Tweeted.

Social Media Review

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Mobile Review In the mobile market Coca-Cola and Pepsi are once again ahead of the

other brands. When browsing their websites on a mobile there are a variety of apps and downloads available to consumers e.g. the “Happy App” on the Coca-Cola website.

Dr Pepper’s mobile website is also good and easy to use however they have chosen not to have any downloadable apps on their website.

Irn-Bru also have a mobile orientated website that is user friendly but lacks downloadable apps.

At the moment club orange have no mobile content available to its fans however this may change once its website is no longer under construction.

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Facebook LinkedIn Twitter Klout YouTube

Report Promotion We used several social media sites in order to promote our

report. We also made a video and blogged about the industry in order to increase awareness of our work. Here are a list of social networking site that we used:

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From doing this project our team gained a valuable insight into the Soft Drink market.

The project has also made us more aware of the harmful affects of drinking soft drinks regularly.

We learned that Coca-Cola is the most popular soft drink in the world and its presence is well known on all social networking sites.

However being the most popular brand does not necessarily mean the most engaging brand.

We also discovered that even thought Club orange is a popular soft drink in Ireland, it lacks a strong identity abroad.

The task has also improved our ICT skills and ability to use social networking sites more affectively. This will be very beneficial in the future.

Conclusion