Product details

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Abstract

In India, the summers after 2011 were expected to get hotter as competition among the soft drink majors as well as the new entrants in the non-carbonated segments were poised to get intense. The dynamics of the market were changing at a brisker pace as efforts were being made to woo the urban consumers with the aid of modern retail formats which provided the marketers to showcase their variants. To sustain the competitive edge, the manufacturers, both domestic and multinationals, were making efforts to reach out to a wider audience, investing in manufacture and infrastructure, product development, strengthening and building distribution networks, planning new launches and re-launches, besides sharpening their communications programmes. Analysts termed rising fears of pesticide contamination of soft drinks and health consciousness to stay fit, the major reasons for the shift in consumers’ preferences to ‘other’ drinks. Analysts opined that the non-carbonated soft drinks (NCSDs) were grappling with issues related to price and communication platform to peg their offerings. Although the soft drinks majors were strengthening their non-cola offerings to de-risk their brand portfolios, besides planning to leverage the traditionally oriented local drinks like ‘nimbu paani’ (lime juice) ‘aam panna’ (raw mango drink), ‘anar’ (pomegranate juice) to create niches, analysts wondered whether the NCSD players be able to notch with innovations to get a fillip and give consumers more options on the shelves to choose and simultaneously look at the larger opportunities in the vast hinterlands of India.
Location:
Other setting(s):
2005-2011

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Abstract

In India, the summers after 2011 were expected to get hotter as competition among the soft drink majors as well as the new entrants in the non-carbonated segments were poised to get intense. The dynamics of the market were changing at a brisker pace as efforts were being made to woo the urban consumers with the aid of modern retail formats which provided the marketers to showcase their variants. To sustain the competitive edge, the manufacturers, both domestic and multinationals, were making efforts to reach out to a wider audience, investing in manufacture and infrastructure, product development, strengthening and building distribution networks, planning new launches and re-launches, besides sharpening their communications programmes. Analysts termed rising fears of pesticide contamination of soft drinks and health consciousness to stay fit, the major reasons for the shift in consumers’ preferences to ‘other’ drinks. Analysts opined that the non-carbonated soft drinks (NCSDs) were grappling with issues related to price and communication platform to peg their offerings. Although the soft drinks majors were strengthening their non-cola offerings to de-risk their brand portfolios, besides planning to leverage the traditionally oriented local drinks like ‘nimbu paani’ (lime juice) ‘aam panna’ (raw mango drink), ‘anar’ (pomegranate juice) to create niches, analysts wondered whether the NCSD players be able to notch with innovations to get a fillip and give consumers more options on the shelves to choose and simultaneously look at the larger opportunities in the vast hinterlands of India.

Settings

Location:
Other setting(s):
2005-2011

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