About the market

Taste the Thunder may be Coca-Cola's tagline for Thums Up, but global rival PepsiCo seems to be stealing the thunder in India, having increased its sales at double the pace of the soft drinks market leader in the first half of the year.
In the Rs 11,000-crore soft drinks market, where volume growth is significantly lower than two years back in any case, Coca Cola reported a growth of 19% in volumes for the quarter ended September

30 as compared to the same period last year. Nov 14, 2011Times of Indias article India business Market size of coca colas competitors are as follows. As we all know that the main competitors of caco cola are mainly a pepsico company. Coca cola have 37% market share whereas pepsico and Dr. pepper respectively have 31% and 21% market share.

Pepsi changes the game again in new campaign

After celebrating the new, unorthodox and popular face of modern cricket with its Change The Game campaign, Pepsi has announced its association with another popular sport football. This is Pepsis first football campaign in India. Conceptualized by JWT, the campaign

kick-starts with a football themed ad film featuring actor Ranbir Kapoor and will be followed by a series of initiatives over the year. The campaign will be supported by a 360-degree approach, including outdoor, consumer engagement and social media programmes. On the association with football, Deepika Warrier, Executive Director - Marketing, PepsiCo Beverages, India, said, Pepsi has always taken the lead in celebrating newer and emerging youth platforms; from cricket to movies to music, the brand has successfully created memorable campaigns and experiences for Youngistaan. Football is gaining immense popularity in India, and being a true youth soul-mate, Pepsi is proud to be associated with the sport. With an exciting line-up of cricketing events, including IPL, ICC World Twenty20 and a host of thrilling football initiatives, Pepsi promises an action-filled, fun year ahead, she added. Irreverent and youthful, the TVC brings alive the fun associated with football. The TVC shows a young football enthusiast giving a fittingly cheeky reply to Ranbir, who questions his passion for football. The TVC ends with a delightful take of Ranbir displaying his football skills, with hilarious results.

PEST Analysis
The Coca Cola Company and other organizations have their own weaknesses and strengths that can both affect the future performance of their respective business. Analyzing the future constraints is an advantage for the companies since they can identify the possible factors that tend to leave an impact on their business. PEST analysis is a popular method that focuses in the external factors of the business and the environment where it operates. PEST stands for Political, Economic, Sociological and Technological. All of them examine the changes in the marketplace. Political Analysis Political analysis examines the current and potential influences from political pressures. The non-alcoholic beverages falls in the category under the FDA and the government plays a role within the operation of manufacturing these products. In terms of regulations, the government has the power to set potential fines for the companies that did not meet their standard law requirement. The changes in laws and regulations, such as accounting standards, taxation requirements and environmental laws and foreign jurisdictions might affect the book of the company as well as their entry in foreign country. Other than that, the changes in the nature of business as nonalcoholic beverages can gain competitive product and pricing pressures and the ability to improve or maintain the share in sales in global market as a result of action by competitors. The political conditions of the country are also basis of the study, especially in internal markets and other governmental changes that affects their ability to penetrate the developing and

emerging markets that involves the political and economic conditions. However, Coca Cola continuously monitoring the policies and regulations set by the government. Economic Analysis Economic analysis examines the local, national and world economy impact which is also includes the issue of recession and inflation rates. The non-alcoholic beverage industry has high sales in countries outside the U.S. According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry. There is a low growth in the market for carbonated drinks, especially in Coca Colas main market, North America. The market growth recorded at only 1% in 2004 for North America. Sociological Analysis This analyzes the ways in which changes in society affect the organization such as changing in lifestyles and attitudes of the market. Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. This will continue to affect the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages. The demand for carbonated drinks decreases and this pulled down the revenues of Coca Cola. Technological Analysis Technology is the main focus of the analysis where the introduction and the emerging technological techniques are valued. This creates opportunities for new products and product improvements in terms of marketing and production. As the technology advances, new products are introduced into the market. The advancement in technology has led to the creation of cherry coke in 1985 but consumers still prefers the traditional taste of the original coke.