Digital Marketing

Beverage Industry (Aerated )

Eswar Mungi
18DM067
G Anirudh Raghav
18DM069
Lakshmikant Pansari
18DM104
Laxmikant Khatri
18DM107

Mayank Trivedy
18DM115

www.presentationgo.com
Beverage Industry
• Aerated drinks are drinks that are filled with carbon and
nitrogen
• All these carbonated drinks contain ingredients such as
artificial sweeteners, caffeine, preservatives, flavor, color,
fruit extract etc
• drinks can be further classified into orange, Lime, Cola
flavored drinks
• Revenue in the Soft Drinks segment amounts to US$3,619m
in 2019. The market is expected to grow annually by 9.6%
(CAGR 2019-2021).
• The average per capita consumption of India stands at 4.3L
in 2019.
• In global comparison, most revenue is generated in the
United States (US$99,682m in 2019).

www.presentationgo.com Source: India stats

Beverage Industry
Revenue :

Source: India stats,19-01-2019

Beverage Industry
Revenue growth :

Source: India stats,19-01-2019

Beverage Industry
Volume :

Source: India stats,19-01-2019

Beverage Industry
Volume growth:

Source: India stats,19-01-2019

Beverage Industry
Revenue generated from consumption across the world :

Source: India stats,19-01-2019

 Similarweb analysis
Global rank:

Redbull
Coca-Cola Mountain Sprite Thums up
Dew
6,688
3,77,452 4,02,412 1,40,528 NA

Category: Food and Beverages

 Similarweb analysis
Country rank:

Redbull
Coca-Cola Mountain Sprite Thums up
Dew
7,164
18,540 1,41,365 28,409 NA

Category: Food and Beverages

 Similarweb analysis
Total visits:

Redbull
Coca-Cola Mountain Sprite Thums up
Dew
12.64
0.130 .106 0.370
million NA
million million million

Category: Food and Beverages

 Similarweb analysis
Average Duration:

Coca-Cola Mountain Redbull Sprite Thums up

Dew

2.5 mins 58 seconds 1.6 mins 3.2mins NA

Category: Food and Beverages

 Similarweb analysis
Pages per Visit:

Coca-Cola Mountain Redbull Sprite Thums up

Dew

2.28 3.06 1.92 3.47 NA

Category: Food and Beverages

 Similarweb analysis
Bounce Rate:

Coca-Cola Mountain Redbull Sprite Thums up

Dew

54.6% 51.1% 72.2% 47.7% NA

Category: Food and Beverages

 Website Grader
Overall performance

Coke Mountain
Dew
Redbull
79 89
82

Sprite Thums up

87 79

www.presentationgo.com
 Website Grader
Performance : Scored over 30

Coke Mountain
Dew
Redbull
19 27
22

Sprite Thums up

19 19

www.presentationgo.com
 Website Grader
Mobile : Scored over 30

Coke Mountain
Dew
Redbull
30 30
30

Sprite Thums up

30 30

www.presentationgo.com
 Website Grader
SEO : Scored over 30

Coke Mountain
Dew
Redbull
20 20
20

Sprite Thums up

30 20

www.presentationgo.com
 Website Grader
Security : Scored over 10

Coke Mountain
Dew
Redbull
10 10
10

Sprite Thums up

10 10

www.presentationgo.com
 Comparison of Facebook
Likeanalyser.com: Likes

107.5m 2.3m 49.3m

LIKES LIKES LIKES

Coke Mountain Dew Redbull

22.5m 93.2m
LIKES LIKES

Sprite Thums up

www.presentationgo.com
 Comparison of Facebook
Likeanalyser.com: Frontpage
Scored out of 100%

100% 100% 100%

Coke Mountain Dew Redbull

100% 100%

Sprite Thums up

www.presentationgo.com
 Comparison of Facebook
Likeanalyser.com: About
Scored out of 100%

24% 37% 59%

Coke Mountain Dew Redbull

21% 24%

Sprite Thums up

www.presentationgo.com
 Comparison of Facebook
Likeanalyser.com: Activity
Scored out of 100%

67% 29% 58%

Coke Mountain Dew Redbull

17% 33%

Sprite Thums up

www.presentationgo.com
 Comparison of Facebook
Likeanalyser.com: Response
Scored out of 100%

100% 100% 0%

Coke Mountain Dew Redbull

100% 100%

Sprite Thums up

www.presentationgo.com
 Comparison of Twitter

Number of followers:

17.1k 564k 2.08m

Coke Mountain Dew Redbull

284k 31.1m

Sprite Thums up

www.presentationgo.com
 Comparison of Twitter

Total number of tweets:

2,555 31,400 95,900

TWEETS TWEETS TWEETS

Coke Mountain Dew Redbull

18,200 1,43,000
TWEETS
TWEETS

Sprite Thums up

www.presentationgo.com
 Comparison of Twitter

Number of Mentions:

157 563 19k

MENTIONS MENTIONS MENTIONS

Coke Mountain Dew Redbull

1.36k 22.3k
MENTIONS MENTIONS

Sprite Thums up

www.presentationgo.com
 Comparison of YouTube

Total videos uploaded:

2,766 316 6644

VIDEOS VIDEOS VIDEOS

Coke Mountain Dew Redbull

573 81
VIDEOS VIDEOS

Sprite Thums up

www.presentationgo.com
 Comparison of YouTube

Total videos uploaded:

22.4m 133k 8.1m

SUBSCRIBERS SUBSCRIBERS SUBSCRIBERS

Coke Mountain Dew Redbull

491k 146k
SUBSCRIBERS SUBSCRIBERS

Sprite Thums up

www.presentationgo.com
 Comparison of Instagram
Total Number of posts:

336 662 2433

POSTS POSTS POSTS

Coke Mountain Dew Redbull

697 101
POSTS POSTS

Sprite Thums up

www.presentationgo.com
 Comparison of Instagram
Total Number of followers:

73.8k 425k 53k

FOLLOWERS FOLLOWERS FOLLOWERS

Coke Mountain Dew Redbull

869k 2.7k
FOLLOWERS FOLLOWERS

Sprite Thums up

www.presentationgo.com
Digital Marketing Campaigns
Coca-Cola:
Small World Campaign:
• In May 2017, Coca-Cola launched its Small World Machines campaign
in India
• Coca-Cola invited the people of India and Pakistan to join the
campaign with the help of technology to share a simple joy and
moment of connection.
• The campaign invited people to set aside their differences and enjoy a
little joy in a coke
• People from two countries were encouraged to complete a friendly
task by waving, touching hands, drawing a sign or dance piece before
they shared a coke
• the campaign received more than 3.3 million views on YouTube,
reached more than 42,000 views and 294 shares on Facebook's Mad
Over marketing page.

https://www.youtube.com/watch?v=ts_4vOUDImE
Digital Marketing Campaigns
Coca-Cola:
#Shareacoke Campaign:

• Coca-Cola wanted to create a platform for this campaign in which

people not only consume the product but also love the brand
• Coca-Cola has made these consumers the creative managers of the
brand, promoting the brand. This has led many users to participate
in different social media platforms, such as Facebook, Twitter and
Instagram. Personally, connecting with the consumer.
• The ratio of young to adult Coca- Cola consumption increased by 7
percent
• The campaign gained some 18.3 media impressions, Facebook saw a
traffic increase of 870% while the Facebook page has increased by
39% in terms of fans. Some 76,000 virtual Coke canisters have been
shared online
Digital Marketing Campaigns
Mountain Dew:
#Do the dew:
• In February 2015 Mountain dew launched a series of 360 degree
video for sports named #DoTheDew on YouTube platform as a
promotional campaign to promote it as sports drink. These
involved Snowboarding and racing.
• These videos garnered more than 1 million views and became
hit. Later Few more videos launched with specific product
promotion.
• In 2017 Mountain dew launched #GotHandles campaign, which
is a 360-degree video campaign.
• Immersv VR app sported the campaign with Grayson boucher (A
famous street basketball player).
Digital Marketing Campaigns
RedBull:
Small World Campaign:
• SPORTS TRAFFIC- 1st RANK
• #RedBullFlugTag
• Anyline’s Code Scanner- QR CODE
• The Athlete Machine- Use of multi sports to engage the
customers
• RED BULLETIN
• RED BULL MUSIC, PLAY, VIDEOS- APPLICATION
Digital Marketing Campaigns
Thums-Up:
• As the new Thums Up Charged makes it way to shelves across
India, Coca-Cola India, one of the country’s leading beverage
companies, launched a new campaign –#TakeCharge featuring
ever-energetic actor and Thums Up brand ambassador - Ranveer
Singh.
• The new campaign for ThumsUp Charged builds further on Thums
Up’s unique expression of masculinity and belief that heroism is a
choice for us to make and an opportunity for us to take. The
campaign conveys that for any challenge that demands heroic
action, the hero needs to get charged to rise up to that occasion.
• #TakeCharge is a 360 degree campaign
that will leverage mass-media on larger-
than-life Outdoor sites in the core
markets of Thums Up. The campaign
also leverages key social media
platforms of Youtube, Facebook,
Twitter and Instagram.
Digital Marketing Campaigns
Sprite:
ReFresh Na Lata:
The campaign “REFRSH na lata” which translates to “refresh
the can”, Sprite printed the Snapchat codes of celebrities
and everyday Snapchat users on the cans as a touch point
for consumers to explore new content.
Results:
• The campaign was a great success in India and caused a
surge in the number of Sprite’s snapchat followers
• Sprite saw 2 million views on its Snapchat account in a few
days
• Over 500 people entered their Snapchat codes to be in
with the chance of having their profile on sprite cans
Conclusion

The best digital marketer among the aerated drinks is :

Conclusion

The best digital marketer among the aerated drinks is :

• Strategic partnerships with Apps like Snapchat

to promote Sprite among youth
• Highest ratings in website grader in all
categories
• Topped in three paraments in similar web
analysis
• High awareness of sprite among all social media
users because of unique digital campaigns
Thank you!