Manipal Biggest Nationwide Consulting Week

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Priyanshu Kumar priyanshulastone@gmail.com

Indian Institute of Management, Rohtak[BBA] +91 8076016691

Shruti Jain itsshrutij@gmail.com

Ramjas College, Delhi University[B.Sc(H)] +91 9582977720

Siddharth Tripathi sidtro6o3@gmail.com

Indian Institute of Management, Rohtak[BBA] +91 8617718160
 Industry Competitor GTM Marketing Future
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Overview Analysis Strategy Strategy Roadmap

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Revenue in the soft Drinks segment Market Structure 1. Huge Indian Market
amounts to US$8.85bn in 2023. size.

The soft drink sector has achieved

an 11 percent compound annual
Carbonated
Soft Drinks
Non-Carbonated
Soft Drinks
Energy and
Sport Drinks S 2. Established
distribution networks
3. Diverse product
growth rate (CAGR) in value and a 5 ---------------------------------- offerings.
percent CAGR in volume.
Threat of New Bargaining
1. Low per capita
Entrants Power - Buyers
The country's 1.25 billion people Consumption
(Low) RIVALRY (High)
consume 5.9 billion litres of soft drinks. 2. Health Concern

The average volume per person in the

Bargaining
Power- Supplier
(High) Threat of
Substitutes
W 3. Seasonal Demand
in summer and winter.
Soft Drinks segment is expected to (Low) (High) 4. Price sensitivity
amount to 4.89.L in 2023.
------------------------------------------------------------ 1. Rising Disposable
Distribution by Age Groups Distribution by Income Income of consumers.

Distribution of Customers
O 2. Rural Market
Penetration.
3.Growing demand for
functional drinks.
26.1%
40.2% 1. High Competition &
40.2% 27% 26.8% Established Players
33.7% 2. Government
T Regulations.
3.Health Concerns
5.5% due to Sugary
Content.
 Industry Competitor GTM Marketing Future
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Overview Analysis Strategy Strategy Roadmap

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Bottling Plant ANALYSIS :
Standard Pricing
Distribution Channel

1. Indian Soft Drink Industry is majorly

dominated by two key players and their
Depot Retailers Sub-brands, i.e. Coca Cola & Pepsico.
2L Rs.95 2. Non-Carbonated sector of Juices is
Distributors Customers 1.25 L Rs.65 dominated by Dabur with it’s brand Real.
3. To make a presence in this already settled
750 ml Rs.40 Industry, BubblUp should come up with a
Retailers 200 ml Rs.20 differentiated product line which caters to the
Can Rs.40 different tastes & needs of Indian customers
Customers and efficiently leverage its existing distribution
channels.
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Company Product Profile Brands Distribution
Market Share Marketing Strategy
Network

COMPETITOR ANALYSIS
Soft Drinks, Sponsors major sporting Events,
Juices, Sport Over 2.6 Million 56% Celebrity Endorsements, focuses
Drinks, Water Retail outlets on Digital Marketing, experiential
advertising, etc.
..........................................................................................
Sponsors major sporting Events,
Soft Drinks,
Celebrity Endorsements, focuses
Juices, Sport Over 1.2 Million
Drinks, Water Retail outlets
38% on Digital Marketing, experiential
advertising,
..........................................................................................
Focuses on Regional Marketing,
Fruit Drinks, Soft Over 5.0 Million 3% uses affordable pricing, engages
Drinks, Water in experiential marketing & digital
Retail outlets marketing, etc.
 Industry Competitor GTM Marketing Future
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Overview Analysis Strategy Strategy Roadmap

Market Segmentation Product Variety Product Differentiation

Demographic Segmentation
This segmentation involves dividing the
market based on the demographic factors
such as Age, Gender Income, Education etc.
Target : BubblPop will focus on the young
college students of the age 18-24 yrs who like
carbonated soft drinks.
Psychographic Segmentation
This segmentation divides the market based
on psychological characteristics such as
lifestyle, interests, values etc.
Target : BubblPop will focus on people who
like refreshing drinks in summer and who are
looking for a healthier alternative.
Geographic Segmentation
This segmentation divides market based on
geographical factors such as region, city, and
climate.
Target : BubblPop will focus on the whole
Indian Market, as it is a hot country and there
is high demand all over the country.
We plan to offer BubblPop in 5 refreshing
flavours which cater to the 5 regions of India.
So that the whole Indian market can resonate
with the product and People with different
tastes and preferences are taken care of.
Ossum Orange
West India
Magical Mango
North India
Calming Cola Licious Lemon
Central India
Every unit will have a QR code on the label,
they can scan to vote for their favourite
flavour every time they a unit.
At the end of every month Regional
Leaderboard will be released. This will be a
market analysis tool for planning production,
additionally it will result in repeat sales.
In order to enter into Highly competitive Indian
Soft Drink Market, BubblPop should be
differentiated in a way that it stands out from its
competitors.
We propose Temperature sensitive packaging.
BubblPop can use Cold
thermochromic ink, which Warm
changes colour when exposed to Optimal
a specific temperature.
For Instance, when the drink
inside the packaging is hot the,
Cool Coconut
South India ink could turn red, and when the
drink inside the packaging is
cold, it can turn blue, and finally
green for the optimal
temperature .
East India
Benefits:
1. It will attract the health
conscious crowd, as
temperature of drink is always
an concern.
2. It will differentiate our product
from competitors making it
more lucrative .
 Industry Competitor GTM Marketing Future
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Overview Analysis Strategy Strategy Roadmap

Marketing Strategies

Social Media Marketing Influencer Marketing Event Sponsorship Packaging Promotion Regional leaderboard Television Ads
BubblUp can use Social Our Customer segment is Since the majority of our We can capitalise on our The people can scan the We can run television Ads
Media platforms to create 18-24 yrs, we can target audience is college innovative and health QR on package & vote for to improve brand
a buzz around the new collaborate with YT & IG going students, we can centric packaging,, this will their fav, flavour every time awareness & inform
product by running influencers to promote the sponsor the college events add value for that audience they buy a pack, this will customers about the
targeted ads & posting product as Our audience and festivals, this will which is health Conscious. improve user engagement specialities of our product.
engaging Content. can resonate with them attract a large user base. with a little competition.

Initial
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PRODUCT
PRODUCT
1. BubblPop is a new sub-brand
launched by BubblUp. To enter the
indian soft drink market.
2. The product is positioned as an
innovative & healthier option that
focuses on 18-24 yr people.
3. Company has a diverse range of
flavours that resonates with
different regions of India.
Price PRICE
1. Pricing Strategy for BubblPop
will be competitive to attract the
price-sensitive users.
2. The company should offer
promotional pricing & bundle deals
during initial stages.
3. It should be reviewed
continuously to ensure that it
remains competitive.
Place PLACE
1. BubbleUp already has a strong
distribution network in Indian
Market.
2. The company should leverage
their existing channels for
BubblPop as well & expand.
3. The company should also focus
on online channels for wider reach
and availability..
Later
Promotion PROMOTION
1. The Company should start will
suspense advertising before
launching the product.
2. It should then move towards
event sponsorships.
3 It can also leverage its product &
features for marketing.
4.Lastly, being a big brand it can
also move to television Ads.
 Industry Competitor GTM Marketing Future
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Overview Analysis Strategy Strategy Roadmap
2023 2024
Key Growth Drivers
~ Increasing Health Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Awareness R&D and product development
~ Increasing Setting up production units
Temperature Expansion into more cities
~ Increasing Loss leader pricing
Marketing & Branding Expansion to RTDs
~ Diversification of
product line. -------------------------------------------------------------------
~ Entering into the
Non-carbonated
sector of Soft Drinks
Market

STAGE 1 1 STAGE 2 2 STAGE 3 3 STAGE 4 4 5 YEAR PLAN 5

Since its a highly To set up production Starting services in 5 Start working on r&d To get 3/5th of the
competitive market unit and getting top cities kolkata, of ready-to-drink dhare like we have in
we'll focus on licences, get the chennai, bangalore, drinks like tea and bottled water bottle
product unique design delhi and mumbai by coffee & entering into and sponsor sports
differentiation which patented. appealing to the use the non-carbonated events like to
would take 5-6 establishing our drinks sector of soft increase visibility in
months for . innovative brand with drink market. youth which is our
development. "FRESHNESS" target audience
 APPENDIX : 1.https://www.statista.com/outlook/cmo/non-alcoholic-drinks/soft-drinks/india#sales-channels
2. https://tandobeverage.com/indian-soft-drink-industry-analysis/
3. https://www.euromonitor.com/soft-drinks-in-india/report
4.https://www.globenewswire.com/en/news-release/2022/02/11/2383586/28124/en/Non-Alco
holic-Beverages-Market-in-India-2022-2027-Featuring-Dabur-India-ITC-Hector-Beverages-Parle-Ag
ro-and-Nestle-India.html
5. https://www.grandviewresearch.com/industry-analysis/bottled-water-market
6. https://www.fortunebusinessinsights.com/drinking-water-market-106205

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THANK YOU ! If you have any questions please reach us at priyanshulastone@gmail.com
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Priyanshu Kumar priyanshulastone@gmail.com

Indian Institute of Management, Rohtak[BBA] +91 8076016691

Shruti Jain itsshrutij@gmail.com

Ramjas College, Delhi University[B.Sc(H)] +91 9582977720

Siddharth Tripathi sidtro6o3@gmail.com

Indian Institute of Management, Rohtak[BBA] +91 8617718160