1

2
ACKNOWLEDGEMENT
The Project Report has been constructed for the partial fulfilment of the
requirements of the Bachelor of Business Administration. The completion of
this project would not have been possible without the help of the
administration of Balmiki Lincoln College. So, we would like to thank the
entire administration of Balmiki Lincoln College.

We are deeply thankful to Mr. Amrit Chaulagain for his unwavering guidance.
His recommendation letter played a pivotal role in facilitating our access to
Singapore Beverages Nepal PVT.LTD and Manakamana Fruits And Beverages
PVT.LTD, enabling us to gather crucial information for our report.

We want to acknowledge Singapore Beverages Nepal PVT with much

appreciation.LTD and Manakamana Fruits And Beverages PVT.LTD for their
warm welcome and cooperation during our visit. We want to thank the Chief
Operation Officer of Singapore Beverages Nepal PVT. LTD, Mr Piyush Sharma
and the Chief Executive Officer of Manakamana Fruits And Beverages
PVT.LTD, Mr.Mausham Gautam, and the entire staff for supporting us with
this project and providing us with the required information regarding our
concern matter.

Lastly, we would like to express our gratitude to Miss Nitisha Sapkota, our
lecturer, for providing us with the opportunity to work on this project.

We want to thank those who directly or indirectly supported us. Their support
and encouragement were vital to the completion of this project.

By
AllyR

i
Contents
ACKNOWLEDGEMENT........................................................................................i
1. INTRODUCTION............................................................................................1
1.1 Singapore Beverages Nepal PVT. LTD.....................................................1
1.2. Manakamana Fruits And Beverages Industry PVT LTD..........................1
1.3. VARIETIES OF PRODUCTS OF BOTH COMPANIES...................................1
2. MISSION AND VISION...................................................................................2
2.1 SINGAPORE BEVERAGES PVT. LTD..........................................................2
2.2. MANAKAMANA FRUITS AND BEVERAGES PVT.LTD.................................2
3. SWOT ANALYSIS...........................................................................................3
3.1. SWOT Analysis Of Singapore Beverages................................................3
3.2. SWOT Analysis Of Manakamana Fruit And Beverages...........................4
4. PESTLE ANALYSIS.........................................................................................6
4.1. PESTLE Analysis of Both Singapore Beverages and Manakamana Fruits
And Beverages..............................................................................................6
5. INDUSTRY ANALYSIS....................................................................................8
5.1. Porter’s Five Forces Analysis of Singapore Beverages and Manakamana
Fruits And Beverages....................................................................................8
6. DIFFERENTIATION........................................................................................9
6.1.Singapore Beverages..............................................................................9
6.2.Manakamana Fruits And Beverages.......................................................9
7. MARKETING STRATEGY..............................................................................11
7.1.Singapore Beverages............................................................................11
7.2.Manakamana Beverages.......................................................................11
8. CONCLUSION.............................................................................................11
9. Consumer Feedback Format......................................................................11

ii
1. INTRODUCTION

1.1 Singapore Beverages Nepal PVT. LTD

Singapore Bevarage Nepal PVT. LTD marked Commencement in 2017, led by Aashish Sharma,
who was also featured on FORBES INDIA 2023. He initiated this company to eliminate the
thought that not all local products are good, but not all are bad, too. Singapore Beverage Nepal
Pvt. Ltd became a popular name in no time with Sheer dedication and a ruthless market
approach; today, it has been one of the leading beverage companies in Nepal in just 7 years.

1.2. Manakamana Fruits And Beverages Industry PVT LTD

Manakamana Beverage was initiated on December 10, 2017, by Nawraj
Bharati with the motive to produce a wide range of products that cater to the
unique taste preferences of its customers. With over 35 years of trading
activity in selling juices in Nepal, the family decided to establish its
production facility. Manakamana Food and Beverage first originated as a
food production business, whose operation was later altered to produce
beverages. Initially, Mausam Gautam is serving as CEO of Manakamana Fruit
and Beverage.

1.3. VARIETIES OF PRODUCTS OF BOTH COMPANIES

SINGAPORE BEVERAGES MANAKAMANA FRUITS AND

BEVERAGES
Joiner Shikanji Masala
Fruit Gems Lichee
Nimbu Pani Nimbu fresh
Jeeru Peach masti
Naturals (Mango drink) Class soda
London Dry - Ginger ale
London Dry-Tonic water
Club soda

1
2. MISSION AND VISION

2.1 SINGAPORE BEVERAGES PVT. LTD

Mission

Our mission is to highlight the quality of Nepal-born products and provide

international quality products to society at a reasonable cost, helping Nepal
become more independent.

Vision

Our vision is to provide quality Nepalese products across the world.

2.2. MANAKAMANA FRUITS AND BEVERAGES PVT.LTD

Mission

To produce high-quality beverages that satisfy the needs of modern

consumers.

Vision

To become the leading beverage brand that the customer trusts and relies
on for their daily beverage needs.

2
3. SWOT ANALYSIS

3.1. SWOT Analysis Of Singapore Beverages

Strengths

 No presence of labour union

This factor helps Singapore Beverage to deploy its labour without any
hindrance 24/7.

 Exporting of products in different countries.

Exporting products helps them create a brand image and increase profit.

 Extensive research while launching new products:

Singapore Beverage performs extensive research while launching new

products to mitigate the chances of product failure.

 . Wide distribution channels

Wide distribution channels help them deliver products across Nepal.

Weaknesses

 The factory isn't located in the major business zone, i.e.

Kathmandu.

It limits market size as Kathmandu is considered the major business area in

Nepal.

 Importing of raw materials

High transportation time and cost while importing raw materials.

 High logistics costs due to government policies

High tax rates and import duties increase the overall cost of the business.

Opportunities

 Opportunity to Enhance the quality of the product:

Focusing on improving ingredients and packaging and offering higher quality

products.

 Improving marketing strategy:

3
Investing in effective marketing strategy and increasing brand awareness to
reach a wider audience.

Threats

 Dominance of Coca-cola:

Coca-Cola holds a significant market share and, has a strong presence & has
a more devoted customer base compared to Singapore Beverage Nepal.

3.2. SWOT Analysis of Manakamana Fruit And Beverages

Strength

 Diverse Product Range

It offers a wide variety of fruit and beverage products catering to different

tastes and preferences.

 Quality control

Their products are known for their quality, which builds customer loyalty
time and again.

 Pricing

They offer quality products at comparatively lower prices than their

competitors.

Weakness

 Limited market reach

They still operate in a specific region, which faces challenges in expanding

into new markets.

 Insufficient marketing:

There is a lack of effective marketing strategies, which results in reduced

brand visibility.

 Seasonal Demand

There are fluctuations in consumer preference and demand for beverages

according to various seasons.

Opportunity

 Diversifying into novel flavors

4
 Providing an opportunity for innovation in product development to stand in
the market by introducing new flavours

 Expand their distribution channel.

Expanding distribution channels to reach new markets, customer

demographics and sales outlets.

Threats

 Change in consumer preference.

Shifts in consumer preference reduce demand for existing products, leading

to market loss and diminished brand relevance.

 Increase health consciousness.

As customers become more health conscious, they will shift to more healthy
options, i.e. fresh juice, which reduces sales and profit.

5
4. PESTLE ANALYSIS

4.1. PESTLE Analysis of Both Singapore Beverages and Manakamana Fruits

and Beverages
Political

 Political connection:

Having political connections benefits the industry by avoiding any hindrance

in its operation, shaping favourable policies and regulations, and gaining
access to influential networks.

 Absent government assistance:

There is a lack of support and involvement from the government in shaping

policies and regulations that benefit the industry. This leads to challenges
such as unfavourable tax rates, burdensome regulations & addressing
political risks.

Economic

 Inflation

In recent years, inflation has affected both the beverage industry and
Singapore. Beverage, Nepal PVT LTD, and Manakamana fruit and beverage
are leading towards a rise in production cost, reducing consumer purchasing
power, and making it difficult to make investment decisions.

 Demographic pattern:

Factors such as income levels influence consumer demand and spending

patterns, leading to a shift to various substitute products.

SOCIAL

 Customer’s Income level:

It can assist in determining how much pricing can be set for a product so that
the customer can purchase it.

 Consumer Preferences

It contributes to identifying the items that consumers are requesting from

the market, which eventually aids the industry in introducing new products
and maintaining a competitive edge.

6
Technology:

 Advancement in Technology

The use of automated machinery for production mitigates the overall cost as
the number of workers is reduced.

 Digital Marketing:

Performing marketing through social media platforms allows the products to

reach a wider range of targeted customers.

Legal

 Food safety regulations

Both industry ensures that their products meet the standards of safety and
quality set by the government..

 Labor law and regulations.

It is an organization which advocates for the rights and interests of the

workers. Labor union is present in Manakamana Fruit and Beverage whereas
there is no presence of labor union in Singapore Beverage Nepal.

Environmental

 Environment regulations:

Environmental regulations can affect how the industry operates and

manages its waste, the location of the company, and the overall
environmental impact.

 Climate change:

This affects the consumption of products, i.e. people prefer to consume

more beverages during summer than in winter to avoid health problems
during cold weather.

7
5. INDUSTRY ANALYSIS

5.1. Porter’s Five Forces Analysis of Singapore Beverages Nepal and

Manakamana Fruits and Beverages
 Threat of new entrants - Medium:

In the beverage industry, several factors discourage new brands from

entering. There are new entrants in the beverage industry all the time, but
for them to gain a foothold as significant as the existing established brand
would be an extremely difficult task. It would take much time and cost a
fortune in marketing activities to gain the kind of brand image the existing
brand enjoys.

 Bargaining power of suppliers- Low:

Suppliers in the beverage business typically have little bargaining power

because the presence of more suppliers for basic inputs like ingredients and
packaging diminishes the leverage of Single Suppliers. Input in the industry
is available from several substitute-making companies and switching
suppliers.

 Bargaining power of consumer-High:

Consumers have a wide range of choices when it comes to beverages; these

options provide the power to switch easily if they are dissatisfied with one
product. Similarly, there is a low switching cost for the consumer from one
product to another, which increases the bargaining power of the consumer.
Even information accessibility provides consumers with the advantage of
comparing price, quality, ingredients, and brand reputation, increasing the
bargaining power of consumers on purchasing decisions and negotiating for
better deals.

 Threat of substitute products - High:

The threat of substitutes is the possibility of customers switching to a

different product that fulfils the same basic need, hence reducing
profitability. There are many kinds of energy drinks/soda/juice products in
the market. Manakamana Fruit and Beverage and Singapore Beverage Nepal
don't have a unique flavour, and the level of customer loyalty is moderate.
So, there is a high chance of customers shifting to any other substitute
products.

 Rivalry among existing competitors - High:

8
 Currently, both Manakamana Fruit and Beverage and Singapore Beverage
Nepal consider Cocacola to be one of their biggest competitors, which
holds a very good brand image, which causes the threat of existing
competitors to be high. Other brands in the market, like Fanta, have
become popular because of their unique flavours. Hence, the rivalry
among existing competitors can be considered intense.

6. DIFFERENTIATION

6.1. Singapore Beverages

 Target market:

It’s target market could be both local as well as international

consumers as their products are exported internationally unlike
Manakamana Fruit and Beverage.

 Marketing strategies:

In contrast to Manakamana Fruit and Beverage, Singapore Beverage

Nepal has greater brand visibility due to the adaptation of various
marketing strategies.

 Product for health conscious consumer

Singapore Beverage Nepal is launching a product naming Keto shortly for all
the fitness enthusiasts and health conscious individuals.

6.2. Manakamana Fruits And Beverages

 Experienced workers:

The founder and team members of Manakamana Fruit and Beverage

has many years of experience in this field. Also, the company's
permanent staff includes two chemists from India with over a decade
of experience at Coca-Cola and Pepsi.

 Cost Cutting Strategy

Manakamana Fruit and Beverage optimize staffing level by carefully

assessing the workload and adjusting the number of employees
accordingly, streamlining operation and reducing labor cost.

 Labour Union

There is presence of labour union in Manakamana Fruit and Beverage

making decision-making and operation rigid for employers but, presence of

9
labour union has also provided the employees with job security and job
satisfaction.

10
7. MARKETING STRATEGY

7.1.Singapore Beverages
 . Celebrity endorsement

Singapore Beverage Nepal performs marketing by using renowned

public figures as their brand ambassador and also changes their brand
face annually to create more brand awareness.

 Street marketinhg campaign:

Singapore Beverage Nepal hire employees to set up stalls to grab

people’s attention and encourage word of mouth marketing.

 Sponsorship:

Singapore Beverage Nepal also provides sponsorship to various events

to gain brand visibility.

7.2.Manakamana Beverages
 Social media marketing:

Manakamana Fruit and Beverage promotes their product in various online

platforms.

11
8. CONCLUSION
In conclusion, the beverages industry in Nepal presents both opportunities
and challenges. While there is significant potential for growth driven by
various factors, including economic development and changing consumer
trends, stakeholders must navigate obstacles such as infrastructure
limitations and competition. Moving forward, a strategic focus on innovation,
market adaptation, and sustainability will be crucial for success in this
dynamic and evolving industry

12
9. Consumer Feedback Format
 Which company beverages do you prefer? *
o Singapore Beverages Nepal Pvt. Ltd
o Manakamana Fruits& Beverages
 To what extent you are satisfied with the product*
o Dissatisfied
o Very Gratified
o Neutral Satisfied
 Which Mankamana Fruit& Beverages product do you prefer? *
o Sikanji Masala
o Lichee
o Nimbu Fresh
o Peach Masti
 Which Singapore Beverages Nepal PVT.Ltd product do you prefer? *
o Joiner
o Fruit Gems
o Jeeru
o Nimbu Pani
 How would you describe the product's taste and did the taste meet
your expectations? *
Your answer
 Did you feel the price is fair for the quality you receive and would you
consider buying again? *
o Yes
o No
 Is there anything else you would like to share about your experience or
do you have any suggestions for how we could improve? *
Your answer

13
Thank you

14