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Marketing Research Soft Drinks Industry

In: Business and Management

Submitted By gourav1990
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MARKETING RESEARCH

CONSUMER PREFERNCES
AND
CONSUMTION HABITS
IN SOFT DRINKS INDUSTRY

Research Proposal :
Scope of introduction of a lemon-lime soft drink a local soft drink firm. The product would to be positioned as a “change of pace” soft drink to be consumed by all soft drink users, including heavy cola drinkers.

Objective definition:
The objectives of this research are: * We have to find out the perception and the expectations of the existing consumers from the soft-drink industry. * To analyze whatever the factors that will affect the introduction of this new soft drink in the market including the target audience , competitors etc. * To implement the research methodology and research design in order to gather and understand the data received.

Research objective:
The objective of the research is to understand the concept of the introducing the lemon-lime soft drink in the market by perceiving its idea of methodology, sampling plan, time and cost.

Background of the soft drink industry:
The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In India, Coke and Pepsi have a combined market share of around 95% directly or through franchisees. Campa Cola has a 1% share, and the rest is divided among local players. There are two distinct segments of the market, cola and non-cola drinks. The cola segment claims a share of 62%, while the non-cola segment includes soda, clear lime, cloudy lime and drinks with orange and mango flavours.
Soft and aerated drinks were considered products for the middle class and the affluent. That segregation is no more valid. Soft and aerated drinks are consumed by all except those who cannot afford to buy any drink. An NCAER study says that 91% soft drink sales are made to the lower, middle and upper middle classes. The soft drink industry has been urging…...

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