Growth Strategies in Soft Drinks

Growth Strategies in Soft Drinks A management report from Business Insights The battle for ‘share of throat’ Positioning of new soft drinks launches aimed at children 29% 36% In spite of growing competition in the soft drinks market, many companies, ranging from multinationals to niche specialists, continue to see volume growth well in excess of the market average. Much of their success can be attributed to progressive attitudes to their competitive environment and by exploiting new production, packaging and distribution technologies, they are able to meet consumers' needs more accurately and immediately than ever before. With leading players such as The Coca-Cola Company driving the battle Child as purchaser Parent as purchaser Planned purchase Impulse purchase for share of throat, soft drinks manufacturers of all sizes need to equip themselves with a wide variety of innovative strategic tools if they are to 4% 32% remain competitive. Business Insights’ report, the Growth Strategies in Soft Drinks highlights emerging opportunities in the industry, and examines the ways that companies can best exploit them. From the emerging markets of Asia-Pacific, Eastern Europe and South America, to fast-growth niches in the developed world, this latest study is the definitive guide to innovation, main players, market sizes and growth prospects. â€Å"New manufacturing and marketing techniques are blurring traditional borders between soft drinks categories. With competition becoming increasingly fierce and share of throat thinking coming to the fore, targeting specific consumer needs and consumption occasions is going to become more and more important. The implications for the soft drinks industry could be considerable, particularly for smaller players. Marketing Director European soft drinks manufacturer Structure and scope Share of throat and market drivers: an in-depth investigation of product positioning, distribution, marketing and NPD strategies that are being employed in the pursuit of share of throat. New Age beverages Energy and sports drinks HIGH GROWTH Category growth versus rate of innov ation in the global soft drinks market Key market data: the report contains a data table for each category, listing the 10 fastest-growing country categories around the world. This Dairy drinks s supplemented in the final chapter with market data by category for 7 of the most important country markets in global soft drinks. Bottled water Carbonates Juices LOW GROWTH CONSOLIDATED Squashes & cordials Powdered soft drinks FRAGMENTED Innovation and technology: analysis of over 350 new product launches in the global market, examining their marketing mix and specific consumer appeal, indicating the direction in which soft drinks NPD is likely to develop over the next five years. â€Å"With high volume growth rates and a low level of consolidation, New Age beverages is arguably the most attractive soft drinks category for new ntrants. † Future outlook and survey: a wide-ranging survey of industry executives in Western Europe and North America, focusing on issues of consumer targetin g, fast-growth distribution channels and packaging formats and assessing their projected impact on the future development of the industry. Growth Strategies in Soft Drinks Business Insights Shifting industry dynamics Key bases of the success of energy and sports drinks in the global soft drinks market Performance enhancement Growth Strategies in Soft Drinks provides invaluable insight into the dynamics of the global soft drinks market. It looks at the increase in inter-category competition and the battle for share of throat, as well as trends in new product development and emerging market activity. With a global outlook, it provides you with the information you need to increase profitability, no matter the size of your company. Isotonic drink Sports drinks Lucozade Sport †¢ What are the main ‘share of throat' strategies being used by the leading multinationals? Energy drinks Tonic & functional dairy drinks Yakult Health needs Red Bull Recreation Lipovitan How do these strategies impact on smaller companies? †¢ What are the current and future trends in soft drinks new product development? †¢ Where do the key opportunities lie: in healthy or in indulgent â€Å"Much of the success of energy and sports drinks can be attributed to the ability of a relatively small number of brands to satisfy a relatively large number of specific consumer demands. † positionings? †¢ How large is the child ren's market for soft drinks? What is the potential of the elderly market? Growth Strategies in Soft Drinks Business Insights What are the fastest-growing niche soft drinks markets in the developed world? †¢ Where are the key growth opportunities in emerging markets? Key benefits Forecast development in soft drinks innovation in North America 100% Line extensions based on existing technologies With the competitive environment in the global soft drinks industry becoming increasingly intense, no company can afford to ignore emerging growth potential. Growth Strategies in Soft Drinks enables you to identify a wide range of opportunities in a variety of countries, categories, channels and formats. Composition of NPD (% new products) 80% 60% Line extensions based on new technologies †¢ Understand how the leading players are shaping the competitive environment and how their activities impact on your business. 40% 20% †¢ Learn how NPD trends are evolving and the channels, packaging Completely new products formats and positionings that are likely to be most successful over 0% 1998 2003 the next five years. †¢ Identify fast-growth areas for your products from 46 country markets in 5 continents. North American manufacturers will focus on using new technologies to add extensions to existing lines rather than create new brands. † †¢ Quantify emerging categories, such as energy and sports drinks and New Age beverages and their potential impact in the vital North American and Western European soft drinks markets. Growth Strategies in Soft Drinks Business Insights †¢ Use the findings of the Business Insights survey to understand how the industry predicts th e soft drinks market will develop over the coming five years. Who can benefit from the report? Forecast development in specific consumer group targeting in soft drinks innovation in Europe Not important now but important in 5 years Important now and important in 5 years Children Young adults Families Growth Strategies in Soft Drinks has been designed to provide soft drinks manufacturers and distributors of all sizes with the information they need to thrive in a hostile competitive environment. Company type Soft Drinks Multinationals Strategic Planners Marketing Managers Product Managers v v v v v v v v v v Soft Drinks Niche Specialists v v v v v v v v v v v v Retailers, Wholesalers and Distributors v v v v v v In 5 years Pensioners Not important now and not important in 5 years Now Important now but not important in 5 years Job title Market Research Managers Managing Directors Distribution Managers NPD Managers Export Managers Brand Managers Sales Managers â€Å"In Europe, creating single-serve products aimed at members of specific age groups is likely to become a key marketing issue in the next five years, whereas multi-serves aimed at families will decline in importance. Growth Strategies in Soft Drinks Business Insights Research methodology Business Insights is a series of management reports designed to help you make informed, timely business decisions. Written and compiled by independent experts, the reports evaluate interviews with key industry executives and quantify the issues that will be of 14 12 10 8 6 4 2 0 -2 -4 -6 1993-94 1994-95 1995-96 1996-97 Bottled Water Carbonates Squashes & cordials 997-98 New age beverages Juices Energy & sports drinks Year-on-year category growth dif ferential over soft drinks market average (% volume) % category growth differential over market average greatest strategic sig- nificance in the industry's future. †¢ We conducted a qualitative industry opinion survey of over 500 executives in soft drinks companies across the globe to ascertain their current and future strategies and obtain their opinions and projections on the future of the market. The report provides inter-category and international comparison of growth rates and degrees of consolidation to identify key market entry opportunities. â€Å"Of the traditional categories, only bottled water is outperforming the soft drinks market average growth, having benefited both from the boom in flavoured water sales and the evolution of new bulk and impulse packaging formats. † †¢ It provides analysis of over 350 soft drinks launches on the basis of their competitive positioning and consumer appeal indicating underlying current trends and forecasting future devel opments. Growth Strategies in Soft Drinks Business Insights †¢ The report evaluates the markets for bottled water, carbonates, dairy drinks, energy and sports drinks, juices, New Age beverages, powered soft drinks and squashes and cordials. Table of Contents (abridged) CHAPTER 1 EXECUTIVE SUMMARY Introduction Share of throat Innovations in soft drinks Emerging markets Company profiles – global giants and niche players Survey results and forecasts Market dynamics CHAPTER 2 SHARE OF THROAT Introduction The causes of the expansion of the competitive space The impact of the decrease in volume growth How to gain from the share of throat concept Retail strategies Gaining increased shelf-space Installing more and better equipment in the marketplace Expanding availability into new outlets and channels Consumer strategies Expand consumer base and create a larger body of repeat purchasers Encouraging existing customers to increase their levels of consumption Conclusions CHAPTER 3 INNOVATIONS IN SOFT DRINKS Introduction Product Launch Opportunities The relationship between rate of innovation and growth The relationship between consolidation, innovation and growth Trends in NPD in Soft Drinks Introduction Innovation by category and by geography Innovation by category and by occasion Innovation by category and by target demographic group Innovation by category and by ingredients Conclusions CHAPTER 4 EMERGING MARKETS Introduction Fast Growth Opportunities in the Developing World Indonesia Philippines China New Zealand Hungary Brazil Pakistan CHAPTER 6 SURVEY RESULTS AND FORECASTS Introduction The relationship between product upgrading and true innovation The future of product positioning The future of targeting specific consumer groups The future of soft drinks packaging Summary of key findings CHAPTER 7 MARKET DYNAMICS Introduction Global Soft Drinks Market Data Overview Soft Drinks Market Data Overview: France Germany Italy Japan Spain UK US Portugal Vietnam Poland Emerging Opportunities in the Developed World New Age beverages Energy and sports drinks Bottled water Emerging markets data appendix CHAPTER 5 COMPANY STRATEGIES – GLOBAL GIANTS AND NICHE PLAYERS Introduction The Coca-Cola Company: Coca-Cola Product history Positioning SWOT Analysis Procter & Gamble: Sunny Delight Product history Positioning SWOT Analysis Red Bull GmbH: Red Bull Product history Positioning SWOT Analysis Yakult Honsha: Yakult Product history Positioning SWOT Analysis Conclusions About Business Insights Business Insights appreciate the importance of accurate, up-to-date incisive market and company analysis and our aim therefore is to provide a single, off-the-shelf, objective source of data, analysis and market insight. 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