Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Beverage Industry (digital marketing)

•Download as PPTX, PDF•
•
A
Aditya Sagar

About Beverage industry, comparison of competitors of website grader, comparison on different social media platforms, about their campaigns and conclusion.

1 of 30
Digital Marketing Himani 19DM079 Manvi 19DM105 Nandita Agrawal 19DM119 Anjani Sharma 19DM034 Ashik Madhavan 19DM052 Beverage Industry Aditya Sagar 19DM018 Prof. Krishna Akalamkam
Beverage Industry • Aerated drinks are drinks that are filled with carbon and nitrogen • All these carbonated drinks contain ingredients such as artificial sweeteners, caffeine, preservatives, flavor, color, fruit extract etc. • drinks can be further classified into orange, Lime, Cola flavored drinks • Revenue in the Soft Drinks segment amounts to US$3,619m in 2019. The market is expected to grow annually by 9.6% (CAGR 2019-2021). • The average per capita consumption of India stands at 4.3L in 2019. • In global comparison, most revenue is generated in the United States (US$99,682m in 2019).
Beverage Industry Revenue :
Beverage Industry Volume :
Coca-Cola 4,35,130 Global rank Category: Food and Beverages Mountain Dew 4,02,412 Thumbs up 4,35,130 Sprite 2,88,508 Appy Fizz 5,274,644 PEPSI 1,24,931
Country Rank Category: Food and Beverages COKE 26,199 PEPSI 64,180 Mountain Dew 141,365 Thumbs up 26,199 Sprite 52,305 Appy Fizz 2,493,987
Total Visit Category: Food and Beverages Coca-Cola 88.66K PEPSI 488.22k Mountain Dew .106 million Thumbs up 88.66K Sprite 152.46k Appy Fizz NA
Average Duration Category: Food and Beverages COKE 1.33 min PEPSI 44 sec Mountain Dew 58 sec Thumbs up 1.33 min Sprite 1.2 min Appy Fizz NA
Pages per Visit Category: Food and Beverages COKE 2.15 PEPSI 1.74 Mountain Dew 3.06 Thumbs up 2.15 Sprite 2.47 Appy Fizz NA
Bounce Rate Category: Food and Beverages Coca-Cola 55.42% PEPSI 80.35% Mountain Dew 51.1% Thumbs up 55.42% Sprite 69.7% Appy Fizz NA
Website Grader Overall performance COKE 82 APPY FIZZ 59 THUMS UP 82 MOUNTAIN DEW 82 SPRITE 89 PEPSI 62
Website Grader Performance : Scored over 30 COKE 22 APPY FIZZ 14 THUMS UP 22 MOUNTAIN DEW 22 SPRITE 19 PEPSI 27
Website Grader Mobile : Scored over 30 COKE 30 APPY FIZZ 30 THUMS UP 30 MOUNTAIN DEW 30 SPRITE 30 PEPSI 15
Website Grader SEO : Scored over 30 COKE 20 APPY FIZZ 15 THUMS UP 20 MOUNTAIN DEW 20 SPRITE 30 PEPSI 10
Website Grader Security : Scored over 10 COKE 10 APPY FIZZ 0 THUMS UP 10 MOUNTAIN DEW 10 SPRITE 10 PEPSI 10
Comparison of Facebook 107.37m LIKES 2.3m LIKES Coke Mountain Dew Pepsi 105.34m LIKES 141.66m LIKES Sprite Thums Up 37m LIKES 241,548 LIKES Appy Fizz
Comparison of Twitter 3.3m 564k 3.7m 296k 11.7k Coke Mountain Dew Pepsi Sprite Thums Up Number of followers: 8,672 Appy Fizz
Comparison of Twitter 275,600 TWEETS 31,400 TWEETS 95,900 TWEETS 295,600 TWEETS 1,43,000 TWEETS Coke Mountain Dew Pepsi Sprite Thums Up Total number of tweets: 856 TWEETS Appy Fizz
Comparison of YouTube 3,397 VIDEOS 316 VIDEOS 2,460 VIDEOS 765 VIDEOS 85 VIDEOS Coke Mountain Dew Pepsi Sprite Thums Up Total videos uploaded: 21 VIDEOS Appy Fizz
Comparison of YouTube 3.3m SUBSCRIBERS Coke Mountain Dew Pepsi Sprite Thums up Total subscribers: 133k SUBSCRIBERS 336k SUBSCRIBERS 626k SUBSCRIBERS 146k SUBSCRIBERS Appy Fizz 8.61k SUBSCRIBERS
Comparison of Instagram 174 POSTS Total Number of posts: 662 POSTS 457 POSTS 997 POSTS 155 POSTS Coke Mountain Dew Pepsi Sprite Thums Up 91 POSTS Appy Fizz
Comparison of Instagram 2.7M FOLLOWERS Total Number of followers: Coke Mountain Dew Pepsi Sprite Thums Up 425k FOLLOWERS 1.6M FOLLOWERS 942k FOLLOWERS 5.1k FOLLOWERS 8.69k FOLLOWERS Appy Fizz
Digital Marketing Campaigns Coca-Cola • “We Do” campaign(2018): Highlighted its heritage for 132 years. • “Love Story”(2017): Depicted two plastic bottles falling in love over and over again – all thanks to the magic of recycling. • ‘Taste the Feeling’ campaign(2016) – Update to its previous ‘Open Happiness’ tagline. • #ThatsGold campaign: In Rio 2016 Olympics designed to celebrate the feeling that comes with accomplishing something great – no matter how big or small. • ‘Move To The Beat’(2012): Music as the critical element of the storytelling and achieved 245 million search impressions, 461,000 clicks and a CTR of 0.2%. • Small World Machines campaign(2015): Invited the people of India and Pakistan to join the campaign with the help of technology to share a simple joy and moment of connection. The campaign received more than 3.3 million views on YouTube, reached more than 42,000 views and 294 shares on Facebook's Mad Over marketing page.
Pepsi • “LIVE FOR NOW” was the first global campaign launched by the company in 2012 to embody with a pop-culture- focused campaign. This campaign was launched in order to build a global positioning of the brand. • “Har Ghoont Mein Swag” is one of the latest campaign launched by the company , in this the company mainly targeted the consumers belonging in the age group of 18 and 24 years. So that pepsi will further amplify the concept of swag through its packaging which will carry the new symbol. The film highlighted how millennials are taking on the arbitrary rules imposed on them with a hint of swag. Tarun Bhagat, director-marketing of Pepsico India said that “Indian youth has never been more confident and aspirational as they are now but at the same time , they are effortless and armed with self-belief.”
Sprite #RFRSH Na Lata: The campaign “RFRSH na lata” which translates to “refresh on the can”, Sprite printed the Snapchat codes of celebrities and everyday Snapchat users on the cans as a touch point for consumers to explore new content. Results: • The campaign was a great success in India and caused a surge in the number of Sprite’s snapchat followers • Sprite saw 2 million views on its Snapchat account in a few days • Over 500 people entered their Snapchat codes to be in with the chance of having their profile on sprite cans
Mountain Dew (Dimensionalising the moment of fear) • “Daar ke Aagey Jeet Hai” Most successful campaign featuring Hritik Roshan launched in 2013 The campaign enjoys high salience in the Indian market. • “Risk utha naam bnaa” One of the eminent campaigns by Mountain dew in India launched in 2017 to inspire the nation with stories of real Indian heroes.
THUMS UP # Taste the Thunder Campaign This has been one of the most popular campaigns for Thums Up involving some of the top Bollywood stars. This campaign underlined the machismo associated with the brand in an unabashed aggressive style, almost bordering on the violent. # Main Hoon Toofani Campaign This is the most recent of the Thums Up campaigns that has had a fairly long run. With Bollywood icons like Salman Khan and Ranveer Singh featuring in the campaigns, it has been able to take the brand positioning to a new level. #Take Charge Campaign The new campaign exemplifies the uncompromising attitude and unshakeable self-belief that heroism is an opportunity in any given situation, no matter how challenging it is.
APPY FIZZ • First Campaign With Salman Khan #FeelTheFizz campaign within a budget of Rs.100 crores, featuring its new ambassador- Salman Khan. The assertive campaign is part of the overall strategy of the organization targeting Rs. 5,000 Cr. brand turnover by end of 2018, and building the Fruit plus Fizz category to Rs. 4,000 Cr. in the coming years. • Parle Agro Brand- Appy Fizz Takes To Instagram To Promote UGC Campaign #Artoffizz The brand collaborated with celebrity chefs, publishers and bloggers across genres to fetch mass appeal for contest. Users had to upload photos of the Appy Fizz creation paired with food or cocktails and use hashtags- #ArtOfFizz and #FeelTheFizz.
Conclusion THE BEST DIGITAL MARKETER- • SOCIAL MEDIA PARTNERSHIP: SOFT DRINKS AND BINGE-WATCHING GO HAND IN HAND: COCA-COLA & STRANGER THINGS • TOPS ON ALL SOCIAL MEDIA PLATFORMS: FACEBOOK, INSTAGRAM, INSTAGRAM • DIRECT ENGAGEMENT WITH FANS • VARIOUS DIGITAL CAMPAIGNS • ACCEPTING SOCIAL CHALLENGES: ICE BUCKET CHALLENGE • ACTIVE ON PLATFORMS: TUMBLR, PINTEREST, LINKEDIN, YOUTUBE, GOOGLE+
Thank you !!! ANY

More Related Content

Beverage Industry (digital marketing)

  • 1. Digital Marketing Himani 19DM079 Manvi 19DM105 Nandita Agrawal 19DM119 Anjani Sharma 19DM034 Ashik Madhavan 19DM052 Beverage Industry Aditya Sagar 19DM018 Prof. Krishna Akalamkam
  • 2. Beverage Industry • Aerated drinks are drinks that are filled with carbon and nitrogen • All these carbonated drinks contain ingredients such as artificial sweeteners, caffeine, preservatives, flavor, color, fruit extract etc. • drinks can be further classified into orange, Lime, Cola flavored drinks • Revenue in the Soft Drinks segment amounts to US$3,619m in 2019. The market is expected to grow annually by 9.6% (CAGR 2019-2021). • The average per capita consumption of India stands at 4.3L in 2019. • In global comparison, most revenue is generated in the United States (US$99,682m in 2019).
  • 5. Coca-Cola 4,35,130 Global rank Category: Food and Beverages Mountain Dew 4,02,412 Thumbs up 4,35,130 Sprite 2,88,508 Appy Fizz 5,274,644 PEPSI 1,24,931
  • 6. Country Rank Category: Food and Beverages COKE 26,199 PEPSI 64,180 Mountain Dew 141,365 Thumbs up 26,199 Sprite 52,305 Appy Fizz 2,493,987
  • 7. Total Visit Category: Food and Beverages Coca-Cola 88.66K PEPSI 488.22k Mountain Dew .106 million Thumbs up 88.66K Sprite 152.46k Appy Fizz NA
  • 8. Average Duration Category: Food and Beverages COKE 1.33 min PEPSI 44 sec Mountain Dew 58 sec Thumbs up 1.33 min Sprite 1.2 min Appy Fizz NA
  • 9. Pages per Visit Category: Food and Beverages COKE 2.15 PEPSI 1.74 Mountain Dew 3.06 Thumbs up 2.15 Sprite 2.47 Appy Fizz NA
  • 10. Bounce Rate Category: Food and Beverages Coca-Cola 55.42% PEPSI 80.35% Mountain Dew 51.1% Thumbs up 55.42% Sprite 69.7% Appy Fizz NA
  • 11. Website Grader Overall performance COKE 82 APPY FIZZ 59 THUMS UP 82 MOUNTAIN DEW 82 SPRITE 89 PEPSI 62
  • 12. Website Grader Performance : Scored over 30 COKE 22 APPY FIZZ 14 THUMS UP 22 MOUNTAIN DEW 22 SPRITE 19 PEPSI 27
  • 13. Website Grader Mobile : Scored over 30 COKE 30 APPY FIZZ 30 THUMS UP 30 MOUNTAIN DEW 30 SPRITE 30 PEPSI 15
  • 14. Website Grader SEO : Scored over 30 COKE 20 APPY FIZZ 15 THUMS UP 20 MOUNTAIN DEW 20 SPRITE 30 PEPSI 10
  • 15. Website Grader Security : Scored over 10 COKE 10 APPY FIZZ 0 THUMS UP 10 MOUNTAIN DEW 10 SPRITE 10 PEPSI 10
  • 17. Comparison of Twitter 3.3m 564k 3.7m 296k 11.7k Coke Mountain Dew Pepsi Sprite Thums Up Number of followers: 8,672 Appy Fizz
  • 18. Comparison of Twitter 275,600 TWEETS 31,400 TWEETS 95,900 TWEETS 295,600 TWEETS 1,43,000 TWEETS Coke Mountain Dew Pepsi Sprite Thums Up Total number of tweets: 856 TWEETS Appy Fizz
  • 20. Comparison of YouTube 3.3m SUBSCRIBERS Coke Mountain Dew Pepsi Sprite Thums up Total subscribers: 133k SUBSCRIBERS 336k SUBSCRIBERS 626k SUBSCRIBERS 146k SUBSCRIBERS Appy Fizz 8.61k SUBSCRIBERS
  • 21. Comparison of Instagram 174 POSTS Total Number of posts: 662 POSTS 457 POSTS 997 POSTS 155 POSTS Coke Mountain Dew Pepsi Sprite Thums Up 91 POSTS Appy Fizz
  • 22. Comparison of Instagram 2.7M FOLLOWERS Total Number of followers: Coke Mountain Dew Pepsi Sprite Thums Up 425k FOLLOWERS 1.6M FOLLOWERS 942k FOLLOWERS 5.1k FOLLOWERS 8.69k FOLLOWERS Appy Fizz
  • 23. Digital Marketing Campaigns Coca-Cola • “We Do” campaign(2018): Highlighted its heritage for 132 years. • “Love Story”(2017): Depicted two plastic bottles falling in love over and over again – all thanks to the magic of recycling. • ‘Taste the Feeling’ campaign(2016) – Update to its previous ‘Open Happiness’ tagline. • #ThatsGold campaign: In Rio 2016 Olympics designed to celebrate the feeling that comes with accomplishing something great – no matter how big or small. • ‘Move To The Beat’(2012): Music as the critical element of the storytelling and achieved 245 million search impressions, 461,000 clicks and a CTR of 0.2%. • Small World Machines campaign(2015): Invited the people of India and Pakistan to join the campaign with the help of technology to share a simple joy and moment of connection. The campaign received more than 3.3 million views on YouTube, reached more than 42,000 views and 294 shares on Facebook's Mad Over marketing page.
  • 24. Pepsi • “LIVE FOR NOW” was the first global campaign launched by the company in 2012 to embody with a pop-culture- focused campaign. This campaign was launched in order to build a global positioning of the brand. • “Har Ghoont Mein Swag” is one of the latest campaign launched by the company , in this the company mainly targeted the consumers belonging in the age group of 18 and 24 years. So that pepsi will further amplify the concept of swag through its packaging which will carry the new symbol. The film highlighted how millennials are taking on the arbitrary rules imposed on them with a hint of swag. Tarun Bhagat, director-marketing of Pepsico India said that “Indian youth has never been more confident and aspirational as they are now but at the same time , they are effortless and armed with self-belief.”
  • 25. Sprite #RFRSH Na Lata: The campaign “RFRSH na lata” which translates to “refresh on the can”, Sprite printed the Snapchat codes of celebrities and everyday Snapchat users on the cans as a touch point for consumers to explore new content. Results: • The campaign was a great success in India and caused a surge in the number of Sprite’s snapchat followers • Sprite saw 2 million views on its Snapchat account in a few days • Over 500 people entered their Snapchat codes to be in with the chance of having their profile on sprite cans
  • 26. Mountain Dew (Dimensionalising the moment of fear) • “Daar ke Aagey Jeet Hai” Most successful campaign featuring Hritik Roshan launched in 2013 The campaign enjoys high salience in the Indian market. • “Risk utha naam bnaa” One of the eminent campaigns by Mountain dew in India launched in 2017 to inspire the nation with stories of real Indian heroes.
  • 27. THUMS UP # Taste the Thunder Campaign This has been one of the most popular campaigns for Thums Up involving some of the top Bollywood stars. This campaign underlined the machismo associated with the brand in an unabashed aggressive style, almost bordering on the violent. # Main Hoon Toofani Campaign This is the most recent of the Thums Up campaigns that has had a fairly long run. With Bollywood icons like Salman Khan and Ranveer Singh featuring in the campaigns, it has been able to take the brand positioning to a new level. #Take Charge Campaign The new campaign exemplifies the uncompromising attitude and unshakeable self-belief that heroism is an opportunity in any given situation, no matter how challenging it is.
  • 28. APPY FIZZ • First Campaign With Salman Khan #FeelTheFizz campaign within a budget of Rs.100 crores, featuring its new ambassador- Salman Khan. The assertive campaign is part of the overall strategy of the organization targeting Rs. 5,000 Cr. brand turnover by end of 2018, and building the Fruit plus Fizz category to Rs. 4,000 Cr. in the coming years. • Parle Agro Brand- Appy Fizz Takes To Instagram To Promote UGC Campaign #Artoffizz The brand collaborated with celebrity chefs, publishers and bloggers across genres to fetch mass appeal for contest. Users had to upload photos of the Appy Fizz creation paired with food or cocktails and use hashtags- #ArtOfFizz and #FeelTheFizz.
  • 29. Conclusion THE BEST DIGITAL MARKETER- • SOCIAL MEDIA PARTNERSHIP: SOFT DRINKS AND BINGE-WATCHING GO HAND IN HAND: COCA-COLA & STRANGER THINGS • TOPS ON ALL SOCIAL MEDIA PLATFORMS: FACEBOOK, INSTAGRAM, INSTAGRAM • DIRECT ENGAGEMENT WITH FANS • VARIOUS DIGITAL CAMPAIGNS • ACCEPTING SOCIAL CHALLENGES: ICE BUCKET CHALLENGE • ACTIVE ON PLATFORMS: TUMBLR, PINTEREST, LINKEDIN, YOUTUBE, GOOGLE+

Editor's Notes

  1. © Copyright PresentationGO.com – The free PowerPoint template library
  2. © Copyright PresentationGO.com – The free PowerPoint template library
  3. © Copyright PresentationGO.com – The free PowerPoint template library
  4. © Copyright PresentationGO.com – The free PowerPoint template library
  5. © Copyright PresentationGO.com – The free PowerPoint template library
  6. © Copyright PresentationGO.com – The free PowerPoint template library
  7. © Copyright PresentationGO.com – The free PowerPoint template library