onion flavored soft drink

8/2/2019 Onion Flavored Soft Drink

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Why do people have soft drinks?

It's Very Tasty!

It's Everywhere!

It is Convenient, "Grab-n-Go"!

Promotion and Advertising

Soda Habit

It Is Cheap

They areThirsty

Caffeine Addiction


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Why India?

Extremely competitive, market dominated byPepsico and Coke.

The total value of sales in this segment in theyear 2006 was Rs 7000 crore.

The growth rate of the consumption 22% p.a.


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Success Factors

Brand strength

Distribution network

Bottling plants owned/efficient bottling

Advertising expenditure

Positioning, perceived value of product

Visibility at retail locations


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Market Size

Annual growth

Litres mn 2009 2010 2011 2012 2013 2009-2013

Bottled water 3,290 3,885 4,515 5,169 5,825 14.50%

Carbonated soft drinks 1,323 1,430 1,536 1,639 1,738 6.70%

Juice (fruit/vegetable) 456 538 623 709 796 14.90%

Sales volume of non-alcoholic drinks in India

***Source: Euromonitor International 2009


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Market Segmentation

Segmentation Variables Data

World region Asia

Country India

Cities All major cities of India

Density Urban

Climate Tropical

Age 14-35

Gender Male, Female

Family size 1-2, 3-4, 5+

Family life cycle Married, Unmarried

Income Rs.5,000+

Occupation From middle class to upper class

Education Schools, Colleges , Universities

Religion Major religion of Hinduis m, Islam, Christianity and small percentage of others

Race Asian

Nationality Indian

Social class Middle class , Upper class

Lifestyle Actualizes, Fulfilled, Believers, Achievers, Strivers, Experiences makers and Strugglers

Occasions Parties, Birthdays, Sports and Regular Occasions

Benefits Quality, Taste

User status First time user

Loyalty Status Strong Potential

Readiness Stage Interested

Demographic

Psychographic

Behavioural

Geographic

Segmentation


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Customized Research

Soft drinks have too much sugar.

Not healthy

Soda is useless

Weight gain & Obesity Diabetes

Dental Caries and Erosion

Dehydration

High Caffeine Content

Healthy Alternatives

Refreshing


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Region-wise Preferences

Cola drinks (black in colour) Main market is metrocities and northern states of UP, Punjab, Haryana,etc.

Orange flavored drinks are popular in southernstates.

Sodas are sold largely in southern states besides

sale through bars.

Western markets have preference towards mangoflavored drinks.


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Trends & Developments

Rise in spending power spurs on-trade sales.

Sales of soft drinks via supermarkets/hypermarketswill increase.

The power of celebrity endorsement remainsundiminished.

Soft drink players expand their product portfolios.

Consumers are turning to healthier beverages.


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Product

Position:

Soft Drinks

Non-carbonated

Carbonated

Packaging:

PET Bottles

Tin Cans

Tetra Paks

Sizes: 200 ml, 300 ml, 330 ml, 500 ml, 1 ltr, 2 ltrs.


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Pricing

Types Quantity MRP

200 ml INR 12

500 ml INR 25

1 ltr. INR 45

200 ml INR 8

300 ml INR 10

330 ml INR 15

500 ml INR 20

1 ltr. INR 35

2 ltrs. INR 55

Non- Carbonated

Carbonated

Pricing


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Place

Purchasing process ingredients through tie-ups withfarmers from Nasik. In the future self owned farms toreduce cost of raw material and promote backwardintegration.

Concentrate prepared at Nasik facility and sent tobottling units in target cities.

Introduction in A+ cities such as Chennai, Mumbai,Delhi and move to the rest of India including ruralareas.


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Target Market

Customers are mostly young group between the agesof 14 to 35.

School & Colleges Students.

Universities.

Restaurants, Hotels and Stores.

Offices.

Homes.


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Distribution System

Urban Areas - Centralized distribution system, whereproduct is transported directly from bottling plant toretailers.

Rural Areas - Hub and spoke distribution system:Stock transported from bottling plants to hubs andthen from hubs to spokes situated in small towns.These spokes feed the retailers catering to thedemand in rural areas.

Large trucks used for transportation to hubs, thenmedium commercial vehicles from hubs to spokesand finally spokes to villages in auto rickshaws andcycles.


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Channels of Distribution

Packed Product Channels

Supermarkets

Mass merchandisers

Drug Stores

Vending machines

Fountain channels include

Fast-food restaurants Sports Arena

Convenience stores

Gas stations.


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Promotion

Send message to more customers.

Advertisements on websites, hoardings, hypermarkets, super markets, bus-stops, railway station,

taxis, rickshaws.

Advertise on different television channels.

Sales meeting to be coordinated with actual sales

and not holding stock with merchandisers.

Incentive program proposed for end customer andstaff.


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Company Presence

RMS Foods & Beverages Pvt. Ltd. Was founded inthe year 1991.

Initially started off as a small scale industry in Nasik

selling papads, khakra and kokum sharbatconcentrate.

Diversified into the beverages sector in 1995 with theintroduction of packed cold milk.

Was the first one to promote packed Buttermilk inthe year 2001 and is currently amongst the top 3market leaders in Milk Based Drinks.


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Our Motto & our people

Unity in diversity is our motto.

Highly trained and experienced staff with an averagevintage of 5+ years.

We listen to what the customers say and believe inthe true sense that Customer is the King.

We have imbibed that Change is the only constantand hence work towards new opportunities anddevelopment.


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We want to hear from you!

Feedback and suggestions are welcome always.

Just write into [email protected] or simply call our

toll free number 1-800-(HELP)-(RMS) i.e. 1-800-4357-767

Should you have any complaints please feel free to

write into us at: [email protected]. Please doinclude details from where you purchased ourproducts.


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The Secret Ingredient

Tomato

Orange juice

Lemon juice

Spring onion

Red Chilli

Tabasco pepper

Caster sugar

Salt


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Our Mascot

Meet Springy our official

mascot for this product.

Leading newspapers willhave comic strips onSpringy.

Springy has done an

extensive survey andresearch and knows what hiscustomers want.

Let us see what Springyhas to say..


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Questions?

Springy: I thank you all

for being a part of thisbusiness meet. I knowthe partners wouldve

bored you enough, butdont forget to try

Springo. Dare to dowhat you have always

wanted to do Sip intothe Spice with aPUNCH.

onion flavored soft drink

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