Food And Beverage Industry In India Marketing Essay

viands And beverage Industry In India Marketing EssayIndia is unmatched of the bear-sizedst producers of aliment and dairy farm harvest-homes. But when it comes to treat incase food for thought and beverages, the mart is largely unstructured with spacious addition potentials.Continuous urbanization and changing consumer habits, has resulted in greater reliance of exhaustively deal on packaged foods and beverages. With the influx of study transnational players same coca-Cola and PepsiCo, and efforts by large domestic players exchangeable Dabur and Parle Agro, the industry is acquiring to a greater extent make. As a result, the industry is generating to a greater extent opportunities in empyreans like marketplaceing, supply chain, storing, wargonho development, manufacturing, packaging and RD.One of the major players, in Indian subcontinent is PepsiCo, Inc. It entered in India in 1989 and realised Pepsico India Pvt. Ltd. The liberalization of Indian economy i n 1992 helped Pepsico scatter its lineage in India. surely Pepsico India Pvt. Ltd. has its headquarters in Gurgaon, Haryana. It has facilities for 38 bottling architectural plants and iii food plants in India to compensate the Indian consumer examine.The alliance has recently face up some decline in clamss and increase in the debts exactly these can be attri thoed its recent institutionalisements in growing Indian market but, everyplace all told the financial position of the fellowship is robust and sturdy. The company has got arduous laws governing the Intellectual Property and use of goods and services of companys resources, and is taking initiatives to remediate the RD. PepsiCo believes that RD plays a crucial role for the offset of the business and to develops underway convergences and technologies to meet consumer requirements in near future.The major bane to PepsiCo is from the uncoordinated sector and the large international corporations like Coco-C ola Corporation, Pearl Agro and so on PepsiCo is mountain passing substantial result derivative instrument by change magnitudely giving emphasis to health sensible trend, with increasing flavors and verities.PepsiCo plans to invest $500 million in Indian market over the attached few social classs in put in to triple its revenues in the region. The enthronisation will spread over half a cardinal business beas such as manufacturing, RD, agriculture, product development and market infrastructure.It has taken legion(predicate) steps aimed at tapping the growing market by introducing new products, investment funds in development plans and Capital expenditure plans. Thus, overall, the companys profile looks promise and ready to streng then its roots.ContentsPEPSICOFood and Beverage Industry in IndiaIndia is whizz the largest debasedest growing economies in the world with an average suppuration rate of 7%. With a race size of 1.21 million it is mavin of most lucrative markets consumer products. Due to the increase in purchasing forcefulness of the great deal and urbanization of small cities the demand of processed food and beverages has crowing manifolds in last few grades. presently the estimated size of the industry is $360 one million million. The Ministry of Food Processing has divided the industry into the following areas Dairy processing, Grain processing, Fish, Fruits veggie processing, meat poultry processing and lastly, Packaged goods such as beverages, snacks, processed/ready-to-cook foods. Out of these, packaged and processed food industry is estimated at a little US$70 billion. The domestic consumption of non-alcoholic beverages, which include tea and coffee, carbonated wassails and fruit-based drinks account for a little more than US$1.2 billion.And, with current CAGR of 20% its likely to touch US$2.3 billion by the year 2015. (Chibber, 2011)At present, carbonated or aerated drinks valued at US$370 million contributed to 30% non-alcoholic beverages. Fruit based drinks and energy drinks valued at US $250 million and US$125 million makes for early(a) 30%Structure of the industryUntil 1992 reforms and liberalization of Indian economy, the industry was largely unorganized consisting of many small scale firms catering just now to domestic market. In packaged food industry size only few organized firms come throughed with limited product like ketchup, flavors, jam and processed noodles etc. part liberalization, with the influx of international brands and considerable change in food procurement chain, transportation, storing and warehousing the growth of the industry has been robust and steady. The evolution of mod food processing capacity and the emergence of organized retail, changing consumption patterns with fast changing demographics and habits has fuelling the next growth trajectory for the food industry in India. With the proposed policy changes in Foreign Direct Investments (FDI) by Governmen t of India for retail sector further accelerated growth is expected in the industry. (http//pepsicoindia.co.in/Download)The major players in the industry are Dabur, Hindustan Unilever Limited, Coca-Cola, Pepsico, ITC Ltd, Parle Agro Products, Britannia India, Nestle India, Haldirams, Amul, Godrej Industries, Cadbury Schweppes, early classify, RPG Enterp farm etc. (http//www.ibef.org, 2012)Marketing strategies of the companyIndian consumer market is mainly particleed on the basis of geography and demographic. Also the market is highly seasonal and predominantly urban. The products are relatively low cost with low margin but are sold in huge volumes. The marketing strategies are mostly product driven focusing on the masses. Also, innovative products to catering to regional basks and the ask of niche consumers are been promoted, benefiting in growth of the industry. Most of promotions are done to increase the visibility of the brand. One of the most common usages is to offer t he product in wide range package sizes and damages suiting the needs of diverse consumer segments. The promotions and advertisements done by the companies are often large with huge financial costs. The promotions are usually frequent and during popular TV shows, sports moment at the peak hour with many celebrity countenances. Other media like print, digital, banner and hoarding and event sponsorship are also used. (Vora)COMPANY taradiddlePepsico Inc., a multinational company, formed in 1965 with the merger of the Pepsi-Cola Company and Fruit-Lay, Inc. Pepsico Inc., since then has expanded from Pepsi to a broader range of food and beverages brands with the largest of which include acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001, which added the Gatorade brand to its portfolio. (http//en.wikipedia.org/wik)Pepsico Inc. entered India in 1989 and established Pepsico India Pvt. Ltd. It entered India as an industry for food and agro-based products. Since its en try into India, it had already invested INR 18 billion by the year 2000.In 1990, Indian government liberalized economy on account of severe foreign exchange crises, which helped Pepsico to expand its business in India. In 2002, Pepsico Inc. joined hands with Punjab Agro Export Corporation to process citrus fruits for its Tropicana project. By 2003, Pepsis brushed drinks, snacks, fruit juices, mineral water business had established itself firmly in India.It is one of the largest food and beverage industry in India with an investment of over $1 billion.COMPANY SIZEPepsico Inc., an American multinational food and beverage corporation headquartered in New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and opposite products.As of January 2012, twenty-two of the PepsiCos product lines fork outd retail sales of more than $1 billion each and the companys products were distributed crosswise more than 200 countr ies, resulting in annual net revenues of $43.3 billion. Based on net revenue, Pepsico is the second largest food and beverage business in the world. (http//en.wikipedia.org/wik)Currently Pepsico India Pvt. Ltd. has its headquarters in Gurgaon, Haryana. It has facilities for 38 bottling plants and three food plants in India to satisfy the Indian consumer demand. It presently employs 6400 people and provides in institutionalise employment to almost 200,000 people through its production and distribution activities. (http//pepsicoindia.co.in/media)GROWTH ANALYSISPepsico Inc., between mid-seventies and 1990s has expanded via acquisition of businesses outside of its core focus of packaged food and beverage brands. It concluded its disinvestments by 2007 and was followed by multiple large scale acquisitions, as Pepsico continued its expansion beyond snack food and beverage lines. In August 2009, Pepsico make a $7 billion offer to acquire the two largest bottlers of its products in North A merica Pepsi Bottling Group and PepsiAmericas. (http//en.wikipedia.org/wik)Growth for 2013 is expected to improve to sales growth of 4.5% and profit of 8.3% to $4.44 per share. (Fuhrmann, 2012)Pepsico in India in a short period, it has grown to be one of the Indias largest and windy growing food and beverage industry in the country. PepsiCos Indias growth has been control by PepsiCos global vision of Performance with Purpose. This means, while businesses maximize stock get hold ofer value, they have a responsibility to all the stakeholders, including the communities in which they operate, the consumers they serve and the milieu whose resources they use. (http//pepsicoindia.co.in/company)Changes in the Env ironment of IndustryWith the growing GDP, the purchasing business office of the people is also growing. People nowadays demand convenience and are volition to pay extra for it. As their work habits and lifestyles have changed, its now all about time, and the consumer would rat her buy time than prepare food. With busier lifestyle of the people, smaller and more frequent meals are becoming common, resulting in higher demand for the packaged food and drinks. The people have become health conscious, so, fare is becoming an important consideration when purchasing food and drinks.In 2003, allegations were made against the major player in the soft drinks industry for using denigrating insecticides and pesticides in the soft drink. This lead to drop in sales of the soft drinks for some time, till the time the confidence in the minds of people was restored. The major players are diversifying its product portfolios both(prenominal) in the food, health and soft drinks segment in order to cater different customer segment. Celebrity endorsement has become a differentiating factor in the highly competitive industry.Future OutlookThe per capita consumption of the packaged food and drinks in India is expected to rise with the increase in the disposable incomes of the people. In India, tea is the only product which has a mature market. Other beverages such as carbonated drinks and structural drinks have been experiencing a consistent high growth rate.With the women increasingly joining the work force and households becoming smaller, packaged food products and beverages will be in higher demand. With the increasing urbanization, there is increased acceptance and greater demand for packaged food and beverages product in India.Companys Operational synopsisMarketing and OperationPepsiCo spends high amount on advertisement to strengthen its product by promotion and quickly make the customer witting about their new products. To enter in the different segments of consumers, it created different verticals in the functions like sales, marketing, operations and distribution. PepsiCo constantly looks for acquisition in rising markets. It has created the headspring of difference from their competitors by providing unique taste to its product to suit Indian market needs and also provides the product in lower price compared to its competitors. Pepsi has segmented the market based on income level and tried focus on level 1 and level 2 (Exhibit 1) customers and focused on the age group of 15-30.Pepsi mainly sends out the goods from its plants to retailers directly, from where, they are distributed to small retailers to generate its sales volume. It also helps them to reduce the long journey in low roads. The increase in use of vending machine helps to decrease the image of refilling. The increase in sales is due to the expansion of super/hyper markets in India.Financial AnalysisBased on the financial statement of the year 2011 of PepsiCo India the operating(a) revenue increased by 23.63%. That is 3,360.85 tens of millions to INR 4,155.14 tens of million. There is 1.62 % change in operating income, it was increased to INR 246.81 tens of million from INR 242.88 tens of million. But the Return on Assets (ROA) went slew by 0.02% fro m 2.79% and Return on equity also went down by 0.04%. Compare to the last year the net profit margin heavy-handed by 0.01% from 1.89%. The Debt to Equity ratio was 169.96% compared to 156.98% of last year but the current ratio went up to 2.07 from 1.97 compared to the previous year. (Refer Exhibit 2 for details) (http//www.securities.com/Public)Legal operationsUsing Trademarks and Intellectual Property The intellectual property of the company is an invaluable asset and must be used properly. No one is set asideed to use the trademarks or intellectual property of the company without proper authorization and licence agreement that has been approved by Law Department.Email, Internet and other tuition System The PepsiCos information technology must be used only for the business operations of the company and must comply with the Information guarantor Policy and Acceptable Use Standards. It is not a usual practice to monitor the employees use of companys information systems. (http// pepsicoindia.co.in/Download)RD AnalysisPepsiCo has taken many initiatives to improve its RD capabilities and recently opened a RD department in Germany and Co. Cork, which will digest both Europe and other markets where PepsiCo operates. PepsiCo knows that RD plays a crucial role for the growth of the business and to develop new products and technologies to meet consumer requirements in near future. PepsiCo evermore focused on the outcomes which will help them to get more good ideas and create more good jobs. (http//www.idaireland.com/news-media, 2012)Industry Analysis and Growth plans world-wide, in the year 2010, top ten soft drink companies, including, PepsiCo, Nestle, Coca-Cola and Suntory Holdings, accounted for 52.3% of overall sales with PepsiCo holding 11.5% share. (Exhibit 3)In India, however, it holds 24.2% market share. (Exhibit4)(Eleanore Alexander, 2011)The Indian beverage and food industry is estimated to grow at a CAGR of about 7.5% during 2009-2013. Introduction of organized retail, innovative food processing methods, changes in consumer consumption patterns and fast changing demographics has encounterd exponential growth. Specifically, the Indian non-alcoholic drinks market is expected to grow at CAGR of 15% during this period. (Anonymous, 2011)PepsiCo plans to invest $500 million in Indian market over the next few years in order to triple its revenues in the region. The investment will spread over half a dozen business areas such as manufacturing, RD, agriculture, product development and market infrastructure. (Pande, 2010)It has taken many steps aimed at tapping the growing market by introducing new products, drop in development plans and Capital expenditure plans.(*Source Bloomberg, IMAP)PepsiCo introduced following products as per their expansion plansIt launched PureVia (a zero-calorie sweetener) using Setvia, a natural herbal, to cater to health conscious customers.PepsiCo recently acquired Brazilian coconut-water manufacturer Amaco co Nordeste Ltd. to cater to increasing customer free fall towards it.Pushing hard in healthy snack options by expanding cook snack brand Aliva from four variants to six new variants.Eliminating almost all trans fats from their U.S. product portfolio and any of their global products. In India, they have 40 share reduction in saturated fat in leading products (by using blended rice bran oil) such as Kurkure namkeen snacks and Lays potato chips.Pepsi introduced their latest drink aimed at health conscious customers. Pepsi Next is a right coalesce of cola flavor and a blend of sweeteners to closely mimic the taste curve is a regular cola. (Morefield, 2012)They have developed a plan to introduce fortified biscuits and snacks at affordable rates to address iron deficiency anemia. Last year they expanded their Sangareddy and Mahul production facilities in India, creating 5,000 direct and indirect jobs. (IMAP, 2010)As per companys annual report, We increased our investment in emerging m arkets selling and delivery systems by putting more coolers in the market and adding route and distribution capacity ahead of growth in India, China, Russia and other countries. Notably, our India business grew at about 2.5 times Indias real GDP growth rate. (Author, 2010)The company recently took another major step in order to expand in terms of volume as part of promotional offers. It cut the price of 600 ml PET bottles to INR 25 from INR 28. However, its rival Coca-Cola has opinionated not to follow this strategy. (Bhushan, 2012)Porters quintupletr forces analysisAs shown in Exhibit, Porters five forces help to analyze an industry taking care of various influencers. The five forces are (Exhibit 5)Threat of substitutes Soft drink industry offers substantial product differentiation. However, substitutes like bottled water, sports drinks, tea etc. are increasingly getting popular with health conscious trend. With increasing flavors and varieties, these products pose a strong thre at to the industry.Threat of new entrants Coca-Cola and Pepsi Co dominate the soft drink industry. In addition, the industry is fully saturated and minimal chances of growth making it exceedingly difficult for new players to start competing. Moreover, huge fixed costs are needed and thus new entrants cannot compete without economies of scale. Therefore new entrants do not create significant threat.Bargaining power of suppliers Suppliers of bottling equipment and packaging hold no power. Companies mostly own the majority of the bottling and hence suppliers do not hold much bargaining power. For sugar and additives suppliers, since there are a pass on of them, soft drink manufacturer can shift supplier leaving almost no bargaining power with suppliers.Bargaining power of buyers The buyers mainly include large grocers, restaurants and stores. The soft drink companies distribute products to these stores, who subsequent resale to the consumers. Different levels of bargaining power ex ist with discount stores having a lot of it due to large demand whereas restaurants ordering low volume locomote to have any bargaining power.Intensity of existing rivalry change software industry is a huge industry. Currently few competitors exist and hence it allows multiple firms and producers to prosper.Overall analysis from the point of view of a summer intern in PepsiCo IndiaThe compounded annual growth of more than 7% and the population size of more than 1.21 billion, India is one of the most assure markets for the food and beverage industry. With the current trend, the industry is estimated to grow to $360 billion by 2015. The industry at large is still unorganized with huge opportunities in retailing, supply chain, marketing and RD sides. With the proposed FDI and influx of international players, the sector will be witnessing exponential growth in its organized sector. This will also allow the expansion of the sector in the rural area which is largely untapped. Currently the organized market employes more than 2 million people and this sector has been given high priority by govt. of India. The major players like Dabur, Coca cola, PepsiCo, and Parle are already investing huge amount in both infrastructure and intellectual talent to capitalize the increasing market share.PepsiCo is one of the largest players in the food and beverage industry with its presence in more than 200 countries. Within its 20 years of operation in India the company has grown by many folds. With the new relaxes norms in FMCG industry, PepsiCo is aggressively investing in the Indian markets. Sensing the chances of increasing market share and performing better by catering to new niche markets, it plans to invest more than $500 million in coming years. The company is also aspect forward to diversify its product portfolio either by starting newer products or by acquisitions along with initiatives at improving its supply chain and other manufacturing services.Financial data also l ooks promising with 23.63% revenue growth and 1.62% operating profit increment. Though, other financial ratios like ROA, ROE and margins have locomote compared to previous year, it is actually infected by the huge investment company is making into Indian market. As per CEO Indira Nooyi, the company plans earned highest profit worldwide from Indian sector in Q3 of 2010.Thus, it is quite evident that PepsiCo India is a market leader. Gradually but steadily, it is closing the gap with rank one player, Coca-Cola. The company looks very promising for learning and developing market understanding. As an intern, this offer would help me apply my ideas backed with the theoretical knowledge gained at my MBA program. With company paying specific attention to various business field like supply chain, infrastructure and sales, this job will help me learn all these aspects and not limit my learning a particular domain. I look forward to this offer as a chance to ensure a final placement in Pepsi Co India to give a rushing start to my professional carrier.EXHIBITSExhibit 1 Breakdown of Indian population by incomeExhibit 2 Companies Annual reportsExhibit 3 Worldwide soft drink marketExhibit4 Soft drink industry in IndiaExhibit5 Porters Five Forceshttp//www.maxi-pedia.com/web_files/images/Michael_Porter_Five_Forces_Model.png