INDUSTRIAL PROFILE OF CARBONATED DRINKS

The soft-drink industry comprises companies that manufacture nonalcoholic beverages and carbonated
mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Naturally
occurring bubbling or sparkling mineral waters have been popular for thousands of years: the ancient
Greeks believed that such waters had medicinal properties and bathed in them regularly; the Romans
established resorts around mineral springs throughout

Europe. In the1500s the village of Spa in Belgium became famous for its waters, which by the
early1600s were sold, in bottles, as far away as London, Eng. Development of the first man-made
sparkling or carbonated water is credited to Joseph Priestley, the British scientist who discovered
oxygen. In1772 he invented a method of "pushing" carbon dioxide into water by dissolving it under
pressure, thus creating fairly longlasting bubbles. The technique led to development of the soft-drink
industry. By the beginning of the1 9th century, carbonated water was being made commercially in
France and

North America; shortly thereafter, flavours (normally fruit concentrates) were added to

enliven the taste. In the1820s, small carbonated bottling operations were established in Canada,
producing carbonated drinks in refillable bottles which were merchandised as medicinal elixirs or
tonics. Most soft drinks are still carbonated to give drinks a "tangy bite" and to stimulate the tongue.
Furthermore, because scent is an important part of taste, the flavours carried as vapours in the bubbles
enhance taste.

The principle of "pushing" carbon dioxide is still used, but now the water is first purified in a process
known as "polishing." Cooled carbon dioxide is then injected at pressures of 275-550 kilopascals.
Some of the early drinks bottled in Canada were called Birch Beer, Ginger Beer, Sarsaparilla, Sour
Lemon, None-Such Soda Water and Cream Soda. The first carbonated

beverage or "pop" bottles were sealed with corks held tightly in place with a wire binding. Because
they had to be stored neck down so that the cork would not dry and allow the carbonation to leak
away, they were manufactured with rounded bottoms. By the mid-1800s,

soft drinks sold in Canada were packaged in 8-ounce (227.2 ml) round-bottom bottles for about 25
cents a dozen, except ginger beer, which was sold in draught form from wooden kegs. Wired cork
closures were used until about1884 with Codd's Patented Globe Stoppers (25 types in all). Such
closures were replaced by the Hutcheson Spring Stopper.
MAJOR PLAYERS IN SOFT DRINKS SEGMENT

COCA COLA

³thanda matlab coca cola!!!´

Coca cola has truly remarkable heritage. From a humble beginning in1886 it has nowbecome the
flagship brand of largest manufacturer, distributor of non alcoholic beverages in the world.In India,
coca cola was the leading soft drink till1 977 when govt. policies necessitated its departure. Coca cola
has made its return to the country in

1993.and made significant investment to ensure that the beverage is available to more

and more people in remote as well as inaccessible parts of the world.

Coca cola returned to India in1993 and over the past ten years has captured the imagination of the
nation, building strong association with cricket, the thriving cinema industry, music etc. Coca cola has
been very strongly associated with cricket, sponsoring the world cup in1996.In 2002, coca cola
launched the campaign,´Thanda Matlab coca cola´. in 2003,coke was available for just rs,5 crores in
the country.

FANTA

GHOONTH BHAR SHARARAT KAR LEY!!!

Fanta entered the Indian market in year1 996 under the coca cola brand .over the years, Fanta has
occupied a strong market place and is identified as ³the fun catalyst´. Fanta stands for its vibrant color,
tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus
encouraging one to indulge in the moment.

LIMCA

³LIME AND LEMONI!!!

Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in1971, Limca

has been the original thirst choice, of millions of consumers for over three decades.

The brand has been displaying healthy volume growing year on year and limca

continues to be leading flavoring soft drinks in the country.

Dive into the zingy refreshment of limca and walk away a new person.

THUMS UP

TASTE THE THUNDER!!!

Strong cola taste, exciting personality.

Thums up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in1 977, thums up was acquired by the coca cola company in1 993.

Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely

masculine attitude. This brand clearly seeks to separate the man from the boys.

SPRITE

³SPIRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!

World wide sprite ranked as no.4 soft drink and is sold in more than190 countries In India, sprite was
launched in year1 9 99 and today it has grown to be one of the fastest growing soft drinks, leading
clear lime category.

Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a straight
forward and honest attitude. Its clear crisp hingtaste encourages today¶s youth to trust their instincts,
influence them to be true who they are and to obey their thirst.

MAAZA

YAARI DOSTI TAAZA MAAZA!!!

Maaza was launched in1 976. In1 993, maaza was acquired by coca cola India. Maaza currently
dominates the fruit drink category. Over the years, maaza has become synonymous

with mango.

³Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam´.consumers regard

maaza as

wholesome, natural, fun loving drink real experience of fruit.

The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to
the moms rightly captured in tagline, ³yaari dosti, and taaza maaza´.
PEPSI

YEH DIL MAANGE MORE!!!

Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold in stores,
restaurants and from vending machines. The drink was first made in the1890¶s in North Carolina.

The brand was trademarked on June16,1903.There have been many Pepsi variants

produced over the years.

STUDY OF GROWTH OF SOFT DRINK MARKET

Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with Pepsi and
coca-cola dominating the market. The entire part of the drink is based on its artificial flavors and
sweetening agents as no natural juice is used.

MARKET

Cola products account for nearly 61-62% of the total soft drinks market.

Two global majors¶ Pepsi and coke dominate the soft drink market.

NCAER survey says9 1% of soft drink in the country is in the lower, lower middle

and upper middle class people.

The market is worth around Rs.5000 crores with growth rate of around10-15%.

The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340

bottles in the U.S.

The production as soft drinks has increased from 5670 million bottles in19 98-99

to 6230 million bottles in1 9 99-2000 industry source.

Growth market this year is expected to be10-15% in value terms and 20-22% in
Volume terms. However, the market for carbonated drinks is stagnating and not growing
as expected.