1. 1 Soft Drinks

2. 2 The Segment Milk-Based Drinks Fruit Juices and Nectars Carbonated Soft Drinks

3. 3 Dominant Players

5. The total value of sales in this segment in the year 2006 were Rs 7000 crore

7. Distribution network

8. Bottling plants owned/efficient bottling

9. Advertising expenditure

10. Positioning, perceived value of product

13. Introduction in A+ cities such as Chennai, Mumbai, Delhi and move to the rest

14. Pepsi started in Chennai and Coke in Mumbai

15. Price

16. Initial penetration strategy

18. Product differentiation in terms of shape, bottles and cans, colours and logos.

19. Ultimately, difference in perception created

20. Promotions

21. Film stars and cricketers

22. Sponsoring cricket tournaments

25. 80% market share

26. 35% growth expected

27. 85% of sales in small outlets

28. Shelf life 6 months

30. Pack sizes: 1ltr and 200 ml

31. 6 months expiry, Tetrapak

32. 40% market share

33. 25% yearly growth

34. Different distribution networks for 200 ml and 1 ltr variants

37. Have such drinks while on outings, hanging out, or as thirst quenchers

38. Consumption highly seasonal

39. Shift from CSDs to Juices and MBDs

40. Health concerns

41. Pesticide controversy

42. Preference for Tetrapacks

43. Word of mouth plays a major role

45. Replacement for coffee or tea during summer months

46. More filling than fruit juices

47. Preference for coffee and chocolate flavours

48. Do not stock MBDs at home

50. Seen as a replacement for CSDs

51. Orange and Mango flavours liked the most

52. Health consciousness increasing, prefer no preservatives, sugar free versions

54. Increased health consciousness making Fruit juices, MBDs on a growth path

56. Major players Dabur, PepsiCo hold almost 80%

57. Numerous smaller players trying to enter

58. The previous year saw a launch of more than 10 new brands

59. MBD market dominated by Amul

60. Large distribution network

61. Numerous variants

62. Established credence in milk-based segment

64. Availability in the market not in tune with possible demand

65. Amul lagging in brand promotions and creation of hype

66. Gradual change in consumer mindset

67. Ready to accept non-carbonated drinks