INTRODUCTION

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BEVERAGE
What is beverage?
A drink, or beverage, is a liquid specifically prepared
for human consumption. In addition to basic needs, beverages form part of
the culture of human society.
or
any liquid suitable for drinking; "may I take your beverage order?"
Or
A liquid to consume, usually excluding water; a drink. This may include tea,
coffee, liquor, beer, milk, or soft drinks
Types of beverage
The various types of beverage are:
Alcoholic beverages
Non-Alcohol beverages
Soft drinks
Fruit juice
Hot beverages
Other

1. Alcoholic beverages
An alcoholic beverage is a drink containing ethanol, commonly known as
alcohol, although in chemistry the definition of an alcohol includes many
other compounds. Alcoholic beverages, such as wine, beer, and liquor have
been part of human culture and development for 8,000 years.
2. Non-alcohol beverages
Non-alcoholic beverages are drinks that would normally contain alcohol,

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such as beer and wine but are made with less than .5 percent alcohol by
volume. The category includes drinks that have undergone an alcohol
removal process such as non-alcoholic beers and de-alcohol zed wines.
Non-alcoholic variants:
Low alcohol beer
Non-alcoholic wine
Sparkling cider

3. Soft drinks
The name "soft drink" specifies a lack of alcohol by way of contrast to the
term "hard drink" and the term "drink", the latter of which is nominally
neutral but often carries connotations of alcoholic content. Beverages
like colas, sparkling water, iced tea, lemonade, squash, and fruit are among
the most common types of soft drinks, while hot chocolate,
hot tea, coffee, milk, tap water, alcohol, and milkshakes do not fall into this
classification. Many carbonated soft drinks are optionally available in
versions sweetened with sugars or with non-caloric sweeteners.
4. Fruit juice
Juice is a liquid naturally contained in fruit or vegetable tissue. Juice is
prepared by mechanically squeezing or macerating fresh fruits or vegetables
without the application of heat or solvents. For example,orange juice is the
liquid extract of the fruit of the orange tree. Juice may be prepared in the
home from fresh fruits and vegetables using variety of hand or
electric juicers. Many commercial juices are filtered to remove fiber or pulp,
but high pulp fresh orange juice is a popular beverage. Juice may be
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marketed in concentrate form, sometimes frozen, requiring the user to

add water to reconstitute the liquid back to its "original state"
5. Hot beverages
Hot beverages, including infusions. Sometimes drunk chilled.

Coffee-based beverages
o Cappuccino
o Coffee
o Espresso
o Caf au lait
o Frapp
o Flavored coffees (mocha etc.)
o Latte

Hot chocolate

Hot cider
o Mulled cider

Tea-based beverages
o Flavored teas (chai etc.)
o Green tea
o Pearl milk tea
o Tea

Herbal teas
o Yerba Mate

Roasted grain beverages

o Sanka
o 6. Other

Some substances may either be called food or drink, or accordingly be eaten

with a spoon or drunk, depending on solid ingredients in it and on how thick
it is, and on preference:

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 Soup
yogurt

STUDY OF GROWTH OF SOFT DRINK

MARKET
SOFT DRINKS
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime
with Pepsi and coca-cola dominating the market. The entire part of the drink is based on
its artificial flavors and sweetening agents as no natural juice is used.

MARKET
Cola products account for nearly 61-62% of the total soft drinks market.
Two global majors Pepsi and coke dominate the soft drink market.
NCAER survey says 91% of soft drink in the country is in the lower, lower
middle and upper middle class people.
The market is worth around Rs.5000 crores with growth rate of around 10-15%.
The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340
bottles in the U.S.
The production as soft drinks has increased from 5670 million bottles in 1998-99
to 6230 million bottles in 1999-2000 industry sources.
Growth market this year is expected to be 10-15% in value terms and 20-22% in
volume terms.
However, the market for carbonated drinks is stagnating and not growing as expected.

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MAJOR PLAYERS IN SOFT DRINKS

SEGMENT
COCA COLA: OPEN HAPPINESS!!!

Coca cola has truly remarkable heritage. From a humble beginning in

1886 it has now become the flagship brand of largest manufacturer,
distributor of non alcoholic beverages in the world.
In India, coca cola was the leading soft drink till 1977 when government
policies necessitated its departure. Coca cola has made its return to the
country in 1993.and made significant investment to ensure that the beverage
is available to more and more people in remote as well as inaccessible parts
of the world.
Coca cola returned to India in 1993 and over the past ten years has captured
the imagination of the nation, building strong association with cricket, the
thriving cinema industry, music etc. coca cola has been very strongly
associated with cricket, sponsoring the world cup in 1996.
In 2002, coca cola launched the campaign,Thanda Matlab coca cola. in
2003,coke was available for just

,5 crores in the country.

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FANTA : Pagalpanti bhi zarori hain!!

Fanta entered the Indian market in year 1996 under the coca cola
brand .over the years, Fanta has occupied a strong market place and is
identified as the fun catalyst. Fanta stands for its vibrant color, tempting
taste and tingling bubbles that not just uplifts feelings but also helps free
spirit thus encouraging one to indulge in the moment.

LIMCA: DO PAL TAAZGI!!!

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Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in
1971, Limca has been the original thirst choice, of millions of consumers for
over three decades.
The brand has been displaying healthy volume growing year on year and
limca continues to be leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person.

THUMBS UP: TASTE THE THUNDER!!!

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Strong cola taste, exciting personality.

Thums up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, thums up was acquired by the coca cola
company in 1993.
Thums up, is, known for strong, fizzy taste and its confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate the man
from the boys.

PEPSI: CHANGE THE GAME!!!

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Pepsi cola is a carbonated beverage that is produced and manufactured by

Pepsi co. It is sold in stores, restaurants and from vending machines. The
drink was first made in the 1890s in North Carolina.
The brand was trademarked on June 16, 1903.There have been many Pepsi
variants produced over the years.
Diet Pepsi
Crystal Pepsi
Pepsi twist
Pepsi max
Pepsi samba
Pepsi blue
Pepsi gold
Pepsi holiday spice
Pepsi jazz
Pepsi x(available in Finland & brazil)
Pepsi next(available in Japan & south Korea)

STUDY OF GROWTH OF FRUIT DRINK

MARKET
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FRUIT JUICES
Branded fruit juice market in India holds an immense potential.
Usually confused and considered synonymous with non-aerated drinks, fruit
pulps, juices and squash are high sugar beverages, which are centrifuged and
filtered to give a semi- clear appearance.
In the past, this sector enjoyed an excise exemption, keeping cost at
minimal. However the withdrawal of exemption has inflated costs and can
affect growth, with dramatic change possible on reintroduction of excise
exemption.
MARKET
The organized fruit beverage market is estimated at Rs.500 crores

market. (Nectars, drinks and juices combined).

The market has grown at a 20% to 25% rate.
Of this, more expensive juices segment has grown at rate of 40%this

year. It accounted for only 15% of the fruit beverage 3 years back.
In home consumption of juices has gone up from 30%, three years

back to 80%today.
Mango based drinks account for two thirds of fruit drinks industry.

MAJOR PLAYERS IN THE FRUIT DRINK

SEGMENT

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DABUR REAL

Daburs flagship brand real fruit juice is a market leader in packaged fruit
juice category. Real was launched in 1996 and the brand has carved a niche
for itself by claiming to be the only fruit juice in packaged form
.i.e.100%preservative free.
Real, with market share of 57% comes in nine flavors:
Orange
Mango
Pineapple
Mix fruit
Grape
Guava
Litchi
Tomato
Cranberry

Real Active is 100%fruit juice with no added sugar and is available in

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following variants:
Orange
Apple
Orange- carrot

GODREJ

The food division of godrej industry produces and market fruit drinks, fruit
nectar and sofit soymilk. Godrejs brand JUMPIN comes in the following
flavor:
Mango
Pineapple
Apple
Litchi
Orange

Godrejs xs is a range of fruit nectar with more fruits. Its available in

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following flavors:
Orange
Apple
Grape

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PEPSIS TROPICANA

Tropicana brand fruit juice enjoys a market share of 25% and has registered
a double digit growth and has outpaced the growth of fruit juice market in
India. It is available in following flavors:
Orange
Apple
Grape
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 Cranberry

PARLES FROOTI and APPY

Frooti was launched back in 1985 and enjoys market dominance with 85%
of market share. Parles Agros APPY, in 1996 had a market share of 5% in
the fruit drink segment; in 2003 its new variant-APPY FIZZ was launched.

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RESEARCH METHODOLOGY

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METHODOLOGY
Every project work is based on certain methodology, which is a way to
systematically solve the problem or attain its objectives. It is a very
important guideline and lead to completion of any project work through
observation, data collection and data analysis.
Research Methodology comprises of defining & redefining problems,
collecting, organizing &evaluating data, making deductions &researching to
conclusions.
Accordingly, the methodology used in the project is as follows: Defining the objectives of the study
Framing of questionnaire keeping objectives in mind (considering the
objectives)
Feedback from the respondents
Analysis of feedback
Conclusion, findings and suggestions.

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PURPOSE OF THE STUDY

The main aim of this research study is to analyze the preference of people
(of different age groups) on consumption patterns of Soft Drinks and Fruit
Juices.

OBJECTIVE OF THE STUDY

To study the preferences of the people for soft drinks and fruit juices.
To find out the factor(s) that influences the consumers consumption of soft drinks
and fruit juices.
To test the know-how of the consumers regarding the various existing brands of
soft drinks and fruit juices.
To explore the next best beverage after soft drinks and fruit juices.
To find out how the beverage is positioned in the mind of the consumers.

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:
Questionnaire
Pie Charts
Bar Diagrams

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QUESTIONNAIRE, DATA ANALYSIS &

FINDINGS

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