1. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

2. Primary steps
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

3. We outlined the following
question:
Which soft drinks are the most popular on
Moscow market and why?
Primary steps
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

4. Primary steps
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Our goals:
 To define most popular soft drinks in Moscow
 To examine which soft drink is the most preferable.
 To find out the criteria on which the choice of drinks is based
 To discover the price characteristics depending on its segment
 To evaluate the attitude to the harmfulness of soft drinks
 To discover the motivations for choosing a soft drink

5. Primary steps
Our target audience:
 Young Active Consumers (YACs)
 Young students from Moscow
 School graduates Aged 16 - 30
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

6. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary Data Analysis

7. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
“YAC don’t pay much attention to the
influence of soft drinks on their
health in comparison with traditional
consumers”

8. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
“ Sugar-loaded beverages are really
just empty calories that block out
healthy foods.
I would tell parents to restrict their
kids’ soft drink and fruit drink
consumption.”
— BARRY POPKIN,
UNIVERSITY OF NORTH
CAROLINA–CHAPEL HILL

9. Secondary data analysis
“Because of concerns about excessive
consumption of
sweetened beverages in place of more
nutrient-rich or lower calorie
alternatives, children should be encouraged
to avoid
high-calorie, nutrient-poor beverages.”
— COMMITTEE ON PREVENTION OF OBESITY
IN CHILDREN AND YOUTH, INSTITUTE OF
MEDICINE
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

10. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
Prevalence of overweight and obesity among
American children
1971-1974 1976-1980 1988-1994 1999-2002
6-11 4% 7% 11% 16%
12-19 6% 5% 11% 16%
Age
Year

11. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Secondary data analysis
Prevalence of overweight and obesity among
American adults, age 20–74
1976–1980 1988–1994 1999–2002
Overweight 32% 33% 34%
Obese 15% 23% 31%
Overweight or obese 47% 56% 65%
Problem
Year

12. Secondary data analysis
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
“Nationally, there is great concern
about the effects
of carbonated-beverage
consumption on obesity, tooth
decay, osteoporosis, and other
health problems.”
— GRACE WYSHAK,
HARVARD MEDICAL SCHOOL

13. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing

14. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing
We asked:
• Korshunova Anna Vladimirovna, who works
for Red Bull as a manager for 3 years.
Here are:
• Some interesting answers

15. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing
WE: -Do you think that energy drinks have a harmful affect on
your consumers?
A. V. -We can`t deny that everyday
usage of Red Bull can be harmful for
your health, that is why each can of
Red bull has a line where it is said
that it is not recommended for people
under 18 and that Red Bull is a drink
for those who have big physical or
brain loads.

16. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
WE: -Do you think that people can
become addicted to any soft drink?
A. V.: -Actually, I think that is more
psychological and individual aspect,
or maybe some people are addicted
to sugar or taste, it depends, but as
for the Red Bull, a huge team of
researches and scientists were
involved in developing our product
and I haven`t heard about any cases
of serious addiction.
Expert Interviewing

17. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Expert Interviewing
WE: -what is your UPS (unique
point selling) in comparison to
competitive set?
A.V.:-As I have already
mentioned-Red Bull gives you
wings! The idea is not only to
produce just regular energy
drink, but also to prove its
energy, that what we do. Have
you heard about Red Bull
Stratos?
So, that is the example.

18. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis

19. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
0 5 10 15 20 25 30 35
Taste
Colour
Cover
Commercial
Different
What is your main criteria for
choosing a particular brand?

20. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
27%
3%
11%
14%
3%
7%
2%
2%
2%
29%
Please name your favourable brands (from 1 to 3)
Coca Cola Red Bull Nestea Dr. Pepper Limon Fresh
Sprite Rich Fruit Mix Crush Pepsi Other

21. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
72%
14%
14%
Do you care about your health?
(healthy lifestyle in particularly)
Yes No Difficult to answer

22. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
Primary data analysis
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
Yes 0 1 1 1 1 2 3 4 4 4 4 5 5 5 5 6 6 7 7 7 7 8 8 9 10 11 11 12 13 14 15 15 15 15 15
No 1 1 2 3 4 4 4 4 5 6 7 7 8 9 10 10 11 11 12 13 14 14 15 15 15 15 16 16 16 16 17 18 19 20 21
0
5
10
15
20
25
AxisTitle
Do you read the composition of the drink before
drinking?

23. Research conclusions
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

24. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel
* * *
Soft drinks are popular, in part, because people like their
taste. But powerful advertising, universal availability, low
price, and the use of a mildly addictive ingredient (caffeine)
are other factors that have made soft drinks a routine snack
and a standard component of meals instead of the occasional
treat they were considered several decades ago.

25. Recommendations:
Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

26. Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel