Soft Drink Market Research Articles

Identity and Nation in Coca-Cola's Thanda Narratives in India: A Semiotic Study

When Coca-Cola re-entered the Indian market in the era of government-initiated liberalization, privatization, and globalization in the 1990s, one of the major challenges it faced was to again penetrate the Indian soft drinks market and acquire a considerable market share over a period of time in view of the fact that it was a foreign brand which had pulled out of Indian market owing to unfavorable legislations in 1977. Given this scenario, Coca-Cola, despite being a global brand with a high recall value, faced tough competition from popular Indian brands like Thums Up, Limca, and Gold Spot, which enjoyed a larger market share during the early 1990s. To meet this challenge, Coca-Cola launched a series of television commercials in Hindi, the national language of the country, featuring its brand ambassador, Aamir Khan, a popular Indian actor. Considered to be one of the most creative and popular advertisement campaigns of its times, the commercials specifically aimed to create a favorable narrative for Coca-Cola in the minds of Indian consumers. All the different versions of the commercial had a common but powerful punch line, which played a major role in positioning the brand at par with the long-standing Indian brands in the market. This research article undertakes a semiotic analysis of the commercials, particularly with the aim of establishing the narrative(s) they offered and how that narrative was instrumental in giving Coca-Cola the makeover it needed to compete with the Indian brands.

Mass Spectrometric Study of the Most Common Potential Migrants Extractible from the Inner Coatings of Metallic Beverage Cans.

Population exposure to endocrine disrupting chemical- bisphenols, which are used commonly in food containers and drinking water pipes in Europe, is above acceptable health and safety levels, according to updated research data. In order to evaluate the most abundant potential migrants in canned sweetened beverages marketed in Poland, we performed the HPLC-MS screening test of the migrants present in the can coating material. The analyzed samples represented the three top-ranked companies of the global soft drink market; it is reasonable to assume that the obtained data are of global validity. The tested can coatings and beverages contained bisphenols conjugates such as five butoxyethanol (BuOEtOH) adducts with bisphenol A diglycidyl ether (BADGE), one butoxyethanol adduct with bisphenol A monoglycidyl ether (BAMGE), and cyclo-di-BADGE. The performed HPLC-MS/MS analysis in the MRM mode enabled evaluation of the concentrations of the detected conjugates in canned beverages which were found to be very low, namely at the level of 1 µg/L. On the other hand, the high consumption of canned beverages may yield a risk associated with the presence of these compounds in the diet. The subsequent HPLC-QTOF-MS/MS experiments allowed, for the first time, a detailed determination of the fragmentation pathways of the detected migrants as well as detection of the isomers of the two migrants, namely BADGE + BuOEtOH and BADGE + BuOEtOH + HCl.

Mandatory nutrition attributes labeling and consumer demand: a structural approach analysis of the US soft drink market

While soft drinks stand out as a major cause of obesity and overweight worldwide, the USA is the country most concerned with this problem. To reverse the situation, experts have agreed that labels and taxes represent promising policy tools. Focusing on the soda market, this paper investigates how consumer demand for nutrient contents responds to the US revised nutrition facts label policy implemented in 2020. Relying on retail scanner data, the study finds after estimation of a discrete choice logit demand model that the change in nutrition labels caused consumers to modify their purchasing behavior. However, they did not systematically switch from unhealthy beverages to healthy ones. The analysis finds evidence that the label revision policy was mostly impactful in decreasing consumers’ preference for soda with superhigh calories and high sugar content. Surprisingly, the joint effect of label and tax did not decrease the sampled consumers’ preference for unhealthy nutrient contents. They still preferred buying soft drinks superhigh in calorie content inside US cities with a tax on sugar-sweetened beverages (SSB), despite the revision of the facts label. Finally, the new nutrition label has improved the average surplus of consumers and total welfare. However, the gain is lower within the cities implementing the sugar tax.

Comparative Analysis of Advertisement Strategies used by Coca-Cola and Pepsi: A Literature Review Study

This research conducts an extensive literature assessment of the advertising methods of prominent soft drink brands Coca-Cola and Pepsi in the fiercely competitive beverage market. Utilizing several years of empirical investigations, this study delves into the efficacy, implications, and subtleties of advertising campaigns concerning customer perceptions, brand value, market worth, and sales outcomes. Analysis is done on several advertising strategy components, such as product launches, trademark advertising, celebrity endorsements, and international marketing techniques. This study sheds light on the critical elements influencing brand choice, purchasing intentions, and market dynamics by elucidating the complicated relationship between advertising and consumer behaviors through a systematic synthesis of findings. The Theory of Advertising Effectiveness conceptual framework, which supports analyzing how advertising messages connect with consumers and affect their decision-making processes, is fundamental to this investigation. To achieve sustained brand success in the ever-changing soft drink market, marketers, researchers, and industry stakeholders can benefit from this study’s actionable insights, which can aid in strategic decision-making and create more effective advertising campaigns.

Monopolistic Behavior Analysis and Anti-Monopoly Strategy Research based on Cola Drinks Industry --Take the Comparative Analysis of Coca-Cola and Pepsi as an Example

This research explores monopolistic behavior and anti-monopoly strategies within the soft drinks industry, focusing on a comparative analysis of Coca-Cola and Pepsi. The study highlights how duopoly dynamics impact pricing and competitiveness in the market. It delves into historical competition between these industry giants, particularly during World War II, shedding light on Coca-Colas strategic dominance. The paper emphasizes the influence of brand promotion on pricing, revealing the potential for higher costs in the industry. Additionally, it underscores the significance of examining the effects of duopoly on cola drink prices for antitrust considerations. The research offers practical suggestions to address these challenges. Recommendations include fostering product innovation, building strong brands, establishing strategic partnerships, implementing pricing strategies, and emphasizing cost control. These measures aim to enhance overall industry pricing and competitiveness. Moreover, the study addresses the difficulties newcomers face entering the soft drinks industry and suggests policy incentives, collaborative efforts, engagement with industry associations, and regional focus as solutions to mitigate barriers to entry. Lastly, the research advocates for regulatory oversight, competition promotion, consumer education, price transparency, diversified supply chains, and support for collaboration and innovation to safeguard consumer interests. These measures aim to maintain a fair and diverse soft drinks market.

Protein Soft Drinks: A Retail Market Analysis and Selected Product Characterization

The market for protein-based drinks is endlessly growing, as the awareness of health-conscious consumers demands a shift from traditional protein smoothies or shakes to clear beverage alternatives that address thirst and hydration. The aim of this study was to investigate the soft drink market on a global scale with a focus on commercially available high-protein soft drinks, carbonated and uncarbonated, from both animal- and plant-based protein sources. Additionally, the physicochemical properties of 25 selected protein soft drinks from the market research were evaluated, including their protein content, density, viscosity, particle size, stability, pH and total titratable acidity (TTA), to explore their quality attributes. From the market research, 6.8% was the highest protein content found out of 138 beverages, with whey protein isolate and collagen hydrolysate being the most popular added protein ingredients. Only 18% of the market contained plant-based proteins, with pea protein isolate being the most common. The pH of all beverages showed acidic values (2.9 to 4.2), where TTA ranged from 0.4 to 1.47 mL (0.1 M NaOH/mL). Protein content, density and viscosity in all beverages exhibited a significantly strong positive correlation. The protein soft drink containing beef protein isolate stood out for highest protein content, density, particle size and TTA. Overall, these results demonstrate the effects and correlations of the different formulations on the quality characteristics. Therefore, the presented results can be utilized in the development and formulation of future protein soft drinks, including nutritional improvement and optimum quality, meeting current consumer trends and that are used as a convenient pre- or post-workout drink for individuals seeking muscle growth and repair.

Revitalizing the Retail: A Case of the Coca-Cola Company

In April 2017, a senior delegation of the Coca-Cola Company (TCCC) visited Pakistan to reconsider the beverage industry of the country predominated by its strong competitor PepsiCo. Followed by the visit, TCCC planned to revitalize its retail practices and join hands with retailers more aggressively. TCCC claims to be the world’s largest non-alcoholic beverage producer; however, lacking distribution intensity in the country. The company operates majorly in four trade channels based on volumetric divisions. The company began its operation in 1953 with a basic cola drink and later introduced its subsequent products in different flavours with two major categories sugar-contained and sugar-free. With an expansion of the industry and increased demand for bottled water and healthy conscious sugar-less nectar, the company expanded its product category and coverage to the deeper parts of the country. Because of substantial investment and legacy, Coca-Cola is the second-largest beverage company in a highly competitive soft drink market. However, TCCC is still lagging in leading, so the company decided to gear up all efforts in retail development followed by an intensive distribution strategy.

Viral Marketing on Consumer Reviews of Selected Carbonated Soft Drinks Companies in Nigeria

The Carbonated Soft Drinks (CSD) market has continued to grow in leaps and bounds amidst fierce competition for supremacy in the market place. They hold tenaciously to the leadership position in the soda market, having successfully shrugged off challenge from competitors with a combination of product quality, relentless consumer engagement and aggressive advertising. However, studies have established that CSD are faced with persistent purchase decrease over incidents related to negative consumer reviews. Studies indicated that CSD companies tend to prioritize traditional advertising over viral marketing despite the potential benefits of the latter. Therefore, this study investigated the effect of viral marketing on consumer reviews of selected CSD companies in Nigeria. Survey research design was adopted for this study. The population was 3,987 employees in sales and marketing departments of the selected CSD companies in Nigeria. The sample size of 518 was determined using Cochran’s formula. Simple random sampling technique was adopted in selecting respondents. A structured and validated questionnaire was used to obtain data with Cronbach’s alpha reliability coefficients for the constructs ranged between 0.76 and 0.98. The response rate was 82.8%. Data were analyzed using Partial least square Structural equation modelling. The results, however, revealed that electronic word of mouth (β = 0.156, t = 2.168, p < 0.05), Influencer (β = 0.149, t = 2.793, p < 0.05), Reliability (β = 0.164, t = 2.065, p < 0.05) and social media (β = 0.336, t = 4.749, p < 0.05), have a positive and significant effect on the Consumer Review of some selected carbonated soft drink in Nigeria. Based on the findings, this study concluded that viral marketing affected consumer reviews of selected CSD companies in Nigeria. Therefore, this study recommended that management of CSD companies should focus on informativeness, electronic word of mouth, influencer, reliability and social media to enhance consumer reviews.

Analysis of Financial Strategy and Operation Strategy of Coca-Cola Company Enterprise

Coca-Cola was originally created in 1886 in Atlanta, Georgia, also it has been a part of social development and innovation ever since. Today, Coca-Cola has a unique taste that gives people a great experience every day. Statistics show that Coca-Cola ranks in the top three of the world's 100 most valuable brands, with 1.7 billion people drinking Coca-Cola every day and 19,400 bottles sold every second. Provides consumers with more than 50 beverage choices from more than 15 brands and consumes 150 million Coca-Cola cups a day. All these show that Coca-Cola is undoubtedly a successful enterprise. In addition to its rich historical background, the company has also demonstrated its extraordinary business policies and financial management in the development process. In this research, this paper will focus on introducing its enterprise value, long-term borrowing and capital lease debt, owners' equity, SWOT analysis, and market preference to optimize asset structure. In this paper will have a clearer understanding of why Coca-Cola has become a leader in the soft drink market and is regarded as a specimen and model in the industry.

Consumer responses to nutrition labels in China

AbstractAs a cost‐effective way to promote healthy eating habits and prevent obesity, nutrition labeling has drawn great public interest around the world. China implemented its first mandatory nutrition labeling regulation under the National Food Safety Standard for Nutrition Labeling of Pre‐packaged Foods (GB28050‐2011) in 2013. Focusing on the Chinese carbonated soft drinks market and using a mixed logit model based on 132,849 purchase records from over 40,000 households, this study investigates consumers' responses to nutrition labels. Empirical results show that nutrition labeling induces Chinese consumers to select relatively healthier products and could be a prominent policy tool for sugar reduction.

Cannabis infused soft drinks - buying behavior amongst Canadian students: An empirical study

PurposeThis paper aims to investigate the attraction of cannabis-infused soft drinks beverages among young Canadian consumers in the wake of a rise in multimodal cannabis consumption. It is an area of accelerated growth potential, with little research data currently available, and findings would inform stakeholders in the soft drinks market. The research participants were all university students in Ontario province, Canada.Design/methodology/approachRandom convenience sampling data collection techniques were used to gather data from the Ontario-based participants. Reliability, factors loading and multiple regression analysis were administered to understand the impact of factors towards positive attitude.FindingsThe results reveal that price, impulsive personality, social insecurity and social norms all have a positive influence towards positive attitude. However, energy, taste and past experience failed to show any relationship with positive attitude. The results suggest that the individual consumer’s personality and social context have greater influence than price, a useful insight into the market trends for stakeholders within the industry.Research limitations/implicationsThe use of convenience sampling, due to the potentially sensitivity nature of the area of study, hinders the use of a sampling frame.Originality/valueTo the best of the authors’ knowledge, this study is the first of its kind to examine positive attitude with respect to cannabis-infused soft drinks among young consumers in Canada. It is of particular interest to stakeholders in the production and marketing sectors of the global beverage industry, and its findings will help inform this fledgling wing of that industry on how to move forward through the unknown territory with regard to consumer motivations.

A Comparative Study of the Influence of Advertising on the Brand Performance of Carbonated Soft Drinks: A Study of Coca-Cola and Pepsi Company in Nigeria

Consumers are so much conscious and sensitive in case of selecting brand. This study investigates a comparative study of the influence of advertising on the brand performance of carbonated soft drinks. If there is one requirement to provide businesses a competitive edge in this highly competitive times, it is the necessity for efficient and effective advertising. Since so much money is spent on advertising, analyzing its effects is still essential for businesses, especially those involved in the collusive oligopolistic soft drink market where advertising helps to differentiate products from competitors. With specific reference to Coca-Cola and Pepsi advertisements on the performance of carbonated soft drinks, this study primarily examines the extent to which advertising influences customers' purchasing decisions. The research's methodology included a poll of 400 participants, and the results showed that advertising has a beneficial effect on consumer consumption in Nigeria's soft drink market. Today, it was determined, it is crucial to maintain customers' loyalty to a company's goods, necessitating the development of effective advertising methods like brand equity to stop customers from being disloyal to the brand. A survey was conducted by a significant number of respondents have been influences by the adverts of Coca-Cola and Pepsi.

That's What I like: A Study of Consumer Behavior on Purchase Intention Towards Pepsi

PepsiCo's Pepsi is one of the leading brands in the enormous soft drinks market. The company has gone through bankruptcy and survived. Pepsi is a common name globally to most age groups with a wide range of target demographics. This paper examines how five key factors, namely perceived product quality, perceived price affordability, brand awareness, perceived ease of access, and brand loyalty, lead to Pepsi's customer purchase intention in Malaysia and Kuwait. We tested hypotheses with 103 participants. The findings showed that perceived product quality and brand loyalty significantly correlate with purchase intention. Our findings provide new insights and contribute to consumer behavior. Keywords: Brand Awareness, Brand Loyalty, Customers Perception, Purchase Intention, Perceived Ease of Access, Perceived Price Affordability, Perceived Product Quality

That's What I like: A Study of Consumer Behavior on Purchase Intention Towards Pepsi

PepsiCo's Pepsi is one of the leading brands in the enormous soft drinks market. The company has gone through bankruptcy and survived. Pepsi is a common name globally to most age groups with a wide range of target demographics. This paper examines how five key factors, namely perceived product quality, perceived price affordability, brand awareness, perceived ease of access, and brand loyalty, lead to Pepsi's customer purchase intention in Malaysia and Kuwait. We tested hypotheses with 103 participants. The findings showed that perceived product quality and brand loyalty significantly correlate with purchase intention. Our findings provide new insights and contribute to consumer behavior.

Owned Social Media Advertising: Cannibalization and Competition

Businesses often rely on owned social media (brand pages on networking sites) to advertise their brands, and multibrand companies frequently manage individual brand pages, rather than representing all company brands together on one firm page. Because advertising results in cross-brand effects, companies need to understand how such effects manifest across their pages. This study investigates the cross effects of owned social media advertising by distinguishing between intra- and interbrand portfolio scenarios. It also compares the effects between television advertising and owned social media advertising. With a focus on the U.S. soft drink market, this study reveals that brand page advertising results in cannibalization within company portfolios, whereas positive spillover results from television advertising. The cross effects migrate to brands outside the portfolios, thereby intensifying competition. Accounting for the combined effects of cannibalization and competition reveals that owned social media increase portfolio demand more effectively than television advertising overall, which implies some key managerial recommendations for developing brand page strategies.

Data Analysis study based on Consumer Behavior on Soft Drinks Produced by Coca-Cola India in North Region

The Coca-Cola Plant is one of the biggest names in FMCG market in India. It covers 60 percent of soft drink market and also covers drinking water market of India. The Coca-Cola is itself a popular brand with soft drink products among every person from child to old age people. This work mainly presents an analytical study on consumer behavior on soft drinks related to coca-cola India plant. The study was held in the 4 region of India which are Chandigarh, Ambala, Rohtak and Nabipur. Data was collected by the survey and some important observations are concluded. Out of 310 respondents 59.67% respondents are male and 40.32% are female respondents were participated in this survey. The survey is based on age, qualification and area of residence. Maximum male in this region are in favor for stop unhealthy practice in soft drink companies by government. It covers mainly four areas in North region and analysis is done on basis of respondents score.

Flavored Carbonated Beverages: A Case Study on Bisleri Pop

"Flavored carbonated beverages" are popularly known as "Soft Drinks" which typically contain carbonated water, a sweetener, and a flavouring agent. It may also contain caffeine, coloring, preservatives, and other ingredients. Soft drinks are the beverage of choice for millions of people, second only to water. The first marketed soft drinks in the Western world appeared in the 17th century, which were made of water and lemon juice sweetened with honey. There are no nutritionally beneficial components in soft drinks. Soft drinks mostly consist of filtered water and refined sugar. Bisleri International (Bisleri) re-entered the Indian soft drink market in February 2016 with the introduction of "Bisleri Pop." Bisleri, on the other hand, will face a number of hurdles in the coming days. To begin with, two multinational corporations (MNCs), Coca-Cola and PepsiCo, dominated the price and flavour pyramid in India's soft-drinks market. The case study of BISLERI POP, an Indian carbonated soft drink firm, focuses on some of the main problems, such as the company's competitive position, the strengths and weaknesses of its marketing strategies, consumer awareness, customer perception, cultural differences, and so on. This study was conducted using a descriptive research design. Google and other web sources were used to get primary data. In order to do a comparison analysis, information from Bisleri Pvt. Ltd. and other websites is used. Even though Bisleri Pop is one of the most well-known and respected bottled water brands in India, most people were not impressed by it.

Maximising the wealth of few at the expense of the health of many: a public health analysis of market power and corporate wealth and income distribution in the global soft drink market

BackgroundMany of the harms created by the global soft drink industry that directly influence human and planetary health are well documented. However, some of the ways in which the industry indirectly affects population health, via various socio-economic pathways, have received less attention. This paper aimed to analyse the extent to which market power and corporate wealth and income distribution in the global soft drink market negatively impact public health and health equity. In doing so, the paper sought to contribute to the development of a broad-based public health approach to market analysis. A range of dimensions (e.g., market concentration; financial performance; corporate wealth and income distribution) and indicators (e.g., Herfindahl Hirschman Index; earnings relative to the industry average; effective tax rates; and shareholder value ratios) were descriptively analysed. Empirical focus was placed on the two dominant global soft drink manufacturers.ResultsCoca-Cola Co, and, to a lesser extent, PepsiCo, operate across an extensive patchwork of highly concentrated markets. Both corporations control vast amounts of wealth and resources, and are able to allocate relatively large amounts of money to potentially harmful practices, such as extensive marketing of unhealthy products. Over recent decades, the proportion of wealth and income transferred by these firms to their shareholders has increased substantially; whereas the proportion of wealth and income redistributed by these two firms to the public via income taxes has considerably decreased. Meanwhile, the distribution of soft drink consumption is becoming increasingly skewed towards population groups in low and middle-income countries (LMICs).ConclusionsMarket power and corporate wealth and income distribution in the global soft drink market likely compound the market’s maldistribution of harms, and indirectly influence health by contributing to social and economic inequalities. Indeed, a ‘double burden of maldistribution’ pattern can be seen, wherein the wealth of the shareholders of the market’s dominant corporations, a group over-represented by a small and wealthy elite, is maximised largely at the expense of the welfare of LMICs and lower socioeconomic groups in high-income countries. If this pattern continues, the appropriate role of the global soft drink market as part of sustainable economic development will require rethinking.

Do sugar taxes work?

Do sugar taxes work?

Influence of Strategic Branding in Soft Drink Market in Indian and Malaysian Context: Study on Coca Cola to remain Top of the Mind Brand (TOMB)

The aim of this research was to understand the influence of strategic branding in Soft Drink industry located in specific to India and Malaysia. This was demonstrated by example of various marketing strategies used by Coca-Cola, a very well-known brand all over the world. It operates in more than 200 countries and is listed as one of the most trusted brands for many years. With the presence in the both countries for more than 30 years, the company uses different Segmenting, Targeting, Positioning and Differentiation (STPD) strategy to cater varying needs to the consumers. Through analysis of consumer-buying in Indian and East Asian context is base pillar for success of Coca-Cola in the countries. The objectives of the project include analysing consumer needs of India and Malaysia regarding beverages-changing trends and the strategies and campaigns undertaken by Coca-Cola to cater vast diversified consumer base over the years. Both primary and secondary data collection were analysed with adequate sampling size of 180 respondents from both countries aided by questionnaire. Based on the analysis, the conclusions were drawn regarding company and recommendations are given for further improvement for company's performance.