Report On Soft Drinks: Consumer Behavior Project
Report On Soft Drinks: Consumer Behavior Project
Report On Soft Drinks: Consumer Behavior Project
Acknowledgement
We feel honor to represent this report to our Sir Ammad Aziz the one who made us
capable to present this project and taught us basic marketing concepts and creative ideas. Finally,
on the parallel hand we pay regards to our beloved parents, as they and their prayers for our
success and source of strength in our life.
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INDUSTRIAL PROFILE
In soft drinks our range lies between 7-12 products. Starting from
Black Cola
White Soda
Orange
Malt
Dew
Apple
Diet
Zero Sugar
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E.T.C
Thirst is the basic element of human wants and so, the soft drink is the desire of every
table. Another element for the need of purchase is the motivational stance. For example
an event such like wedding, Sports event, Occasions where people prefer soft drinks.
The taste could be the thing that gets people addicted to drinking soda, it is delicious. In fact,
soda is so good, that many people drink it with every meal!
2. It's Everywhere!
The other addictive thing about soda is the convenience. If you are in a hurry - and, let's be
honest, most of us almost always are - it is so easy to grab a can and convenient to drink.
4. Promotion and Advertising
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5. Soda Habit
For some people, drinking several sodas a day is a force of habit. You know drinking soda is a
habit when you find yourself going to the grocery store at 10 p.m. because your refrigerator is
tapped out.
6. It Is Cheap
Soda may be pretty inexpensive when compared with fruit juice and milk. With combo meals, a
large soda is only an extra dollar, and you get fries!
7. Thirst
Often people drink soda to quench the thirst. However, this is probably the worst time to drink
soda, because when you are very thirsty or dehydrated you have low levels of saliva. And saliva
helps to neutralize acids (soda is the most acidic beverage you can buy, actually) and wash your
teeth clean.
8. Caffeine Addiction
Many soft drinks contain caffeine which is mildly addictive. This fact is part of the reason why
soda is such a hard habit to break. If you're addicted to the caffeine in soda, you're really having
two habits - the soda habit and the caffeine habit.
C. Price points
Quantity Price
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250 ml 25-30
500 ml 40-50
1 liter 60-70
1.5 liter 80-90
2.25 liter 100-120
D. Competitors
There are 5 main competitors in the national market starting with the big fishes The Coca Cola
Company and PepsiCo then Mezan Beverages & Gourmet.
E. Channel Of Availability
The Coca Cola Company has set their plants in 8 different cities around Pakistan
including Faisalabad, Lahore, Multan, Karachi, Rahim Yar Khan, Islamabad,
Peshawar and Hyderabad.
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Its channel of availability for fast moving consumers in urban areas is very strong.
Starting from a departmental store to a superstore and Mega store. Coke is available
everywhere with various pricing and quantity range.
For PepsiCo.
The PesiCo Company has set their plants in 9 different cities including Faisalabad,
Lahore, Karachi, Quetta, Sukkar, Islamabad, Peshawar, Gujranwala, Hyderabad and
soon enough in Multan.
The channel of availably for Pepsi spread all around the nation having a strong zone
in rural areas. Controlling the 65% of the market share today.
For Gourmet
Although gourmet deals nationwide but still they have a strong zone in upper and
lower Punjab. They have set their production center and point of sale in more than 12
cities in Punjab including Lahore, Sargodha, Islamabad, Pindi, Multan, Faisalabad,
Wazirabad, Chakwal, Gujranwala, Jalalpur, Sheikhupura, Saahiwal and many more.
F. Marketing Communications
There are various method in which soft drink communicate with their consumers that
might be through their retailers or either any other means For example:
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6. Public Relations
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