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WESTERN BEVRAGES PVT LTD
COMPANY PROFILE
Western Beverages Pvt. Ltd. is a Company incorporated in the year 1996
Initially it started its operations as a franchise of Cadbury Schweppes India Ltd
Between1998 to 2000 the company also manufactured “Bisleri” Club Soda
In 2000 Cadbury Schweppes sold its brand to Coca Cola
Marketing MixProducts & Packaging - Brand Taan has Carbonated Soft Drinks, Soda and Packaged Drinking Water under its banner
CONTD….
PROMOTION:
Print media: - at present they advertise on local Newspaper Herald and Gomantak times the rates are charged according to the columns and centimetres for example
CONTD..
Runners are charged per display Audio/ Video are charged per times At present Goa365 charges Rs 7500 per month for 60
Runners per day
PRICE
COMPETITORS PRICE OF PACKAGED DRINKING WATER
CONTD..
PLACE The Company is strategically poised to make "Twist" a
national brand. It is currently launched in Goa, Bangalore, Mysore, Chennai, Hyderabad, Jaipur , Agra, New Delhi and state of Kerala
PORTER’S FIVE FORCES
Threat of competitors: Is
high
Threat of entrant: Is low
WESTERN BEVERAGE CHANNELS OF DISTRIBUTION
HOW SEASONALITY AFFECTS BEVERAGE INDUSTRY
MANUFACTURING FACILITYAT CUNCOLIM, GOA
FACTORY VIEW
CONTD.. The manufacturing plant works 8hour a day
At normal speed they can produce 18000/36000 pet bottles and 40000/72000 glass bottles per day
At present they have 24 permanent employees in a
factory besides these there are Helpers, Loaders who work on contract basis.
All the employees working in a production process are required to wear the uniform, slippers, caps, mask and gloves before entering the plant
WATER AND SUGAR PURIFICATION PLANT
PACKED DRINKING WATER PLANT
In this plant only packed drinking water is produced
This plant can produce 30 to 40 bottles per minutes that is 200 boxes per day.
Three people supervises the entire process in this plant
LABORATORY PLANT
24-24-8 Rinser Filler Capper German Technology Machine
This machine can fill 150 to 170 pet bottles per minute and 240 glass bottles per minute
CONTD…
They use Ink Jet Printer for putting the MRP price, manufacturing date, Batch No on the bottles.
A coloured cardboard box cost Rs 14 whereas without coloured Rs7
SWOT ANALYSIS
STRENGHT WEAKNESS
Unique flavor Communication gap between Distributor & Retailer
Increasing market share No schemes on soft drinks and packed drinking water
Attractive Packaging No presence in “non carbonated” beverage segment
Excellent Product Quality Big market share gap in packed drinking water between coke, Pepsi &other local players
Experienced manpower
National presence
CONTD..OPPORTUNITY THREAT
Tie up with local restaurant & retail companies
Change in taste and preferences
Come up with non carbonated product
Increasing competition from local players and established players
Attractive schemes for shopkeepers like display racks, freezers
Increase number of distributors & give them sales target on monthly basis
Improve customer relationships with factory outlets
Offer Coupon programs like under the crown scheme and offer gifts
Improve profit margin on packed drinking water
HR PERFORMANCE AND POLICIES
Incentives & schemes: -For every migrant labour food, transport& accommodation facilities are provided by company free of cost
For all employees Provident fund Employee state insurance policy Gratuity with LIC where premium is paid by Co Leave travel concessions for every 3 years Encashment of leave Bonus in form of extra one month salary
MODEL MARKET Task details are as follow Identify the buyer: For non buyers: Display & Signage
RECOMMENDATIONS
Tie up with local restaurant & retail companies Attractive schemes for shopkeepers like display racks,
freezers Increase the availability of Taan products in rural areas
like Balli and Betul Give sales targets to existing distributor Improve customer relationships with Direct Store
facilities For getting market share sponsor college and school’s
cafes Offer Coupon programs like under the crown scheme
CONTD..
Improve profit margin on packed drinking water for shop keeps
Come up with non carbonated Target family homes with new Taan 1ltr or 1.5ltr
Orangeade & Lemonade
CONCLUSION
In a developing country like India where population growth of middle class is increasing with rise in their income level a company like Western Beverages will need to keep an eye on growing consumer need for quality and variety with new innovative products
Beside this ensured product availability in retail market with flexible service and cost effective channel of distribution, will be vital to the success of Western Beverages in coming years
THANK YOU
REFERENCES
www.westernbeveragespvtltd.com (official website of western Beverages Pvt Ltd’)
http://www.oppapers.com/essays/Soft-Drink-Industry/564966
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