Soft drinks (mr)

Soft drinks.Marketing researchGroup 5202

2012

Rzaev Abir Kholoptsev Daniel Dubinin Alexander Titova Ekaterina Fedortsov Pavel

Primary steps


We outlined the following question:

Which soft drinks are the most popular on Moscow market and why?

Primary steps


Primary steps


Our goals: To define most popular soft drinks in Moscow To examine which soft drink is the most preferable. To find out the criteria on which the choice of drinks is based To discover the price characteristics depending on its segment To evaluate the attitude to the harmfulness of soft drinks To discover the motivations for choosing a soft drink

Primary steps

Our target audience:

Young Active Consumers (YACs) Young students from Moscow School graduates Aged 16 - 30



Secondary Data Analysis


Secondary data analysis

“YAC don’t pay much attention to the influence of soft drinks on their health in comparison with traditional consumers”



“ Sugar-loaded beverages are really just empty calories that block out healthy foods.I would tell parents to restrict their kids’ soft drink and fruit drink consumption.”

— BARRY POPKIN,UNIVERSITY OF NORTHCAROLINA–CHAPEL HILL


“Because of concerns about excessive consumption ofsweetened beverages in place of more nutrient-rich or lower caloriealternatives, children should be encouraged to avoidhigh-calorie, nutrient-poor beverages.”

— COMMITTEE ON PREVENTION OF OBESITYIN CHILDREN AND YOUTH, INSTITUTE OF

MEDICINE




Prevalence of overweight and obesity amongAmerican children

1971-1974 1976-1980 1988-1994 1999-2002

6-11 4% 7% 11% 16%

12-19 6% 5% 11% 16%

AgeYear



Prevalence of overweight and obesity amongAmerican adults, age 20–74

1976–1980 1988–1994 1999–2002

Overweight 32% 33% 34%

Obese 15% 23% 31%

Overweight or obese 47% 56% 65%

ProblemYear



“Nationally, there is great concern about the effectsof carbonated-beverage consumption on obesity, tooth decay, osteoporosis, and other health problems.”

— GRACE WYSHAK, HARVARD MEDICAL SCHOOL


Expert Interviewing


Expert Interviewing

We asked:• Korshunova Anna Vladimirovna, who works

for Red Bull as a manager for 3 years.

Here are:

• Some interesting answers


Expert Interviewing

WE: -Do you think that energy drinks have a harmful affect on your consumers?

A. V. -We can`t deny that everyday usage of Red Bull can be harmful for your health, that is why each can of Red bull has a line where it is said that it is not recommended for people under 18 and that Red Bull is a drink for those who have big physical or brain loads.


WE: -Do you think that people can become addicted to any soft drink?

A. V.: -Actually, I think that is more psychological and individual aspect, or maybe some people are addicted to sugar or taste, it depends, but as for the Red Bull, a huge team of researches and scientists were involved in developing our product and I haven`t heard about any cases of serious addiction.

Expert Interviewing


Expert Interviewing

WE: -what is your UPS (unique point selling) in comparison to competitive set?

A.V.:-As I have already mentioned-Red Bull gives you wings! The idea is not only to produce just regular energy drink, but also to prove its energy, that what we do. Have you heard about Red Bull Stratos?So, that is the example.


Primary data analysis



Taste

Colour

Cover

Commercial

Different

0 5 10 15 20 25 30 35

What is your main criteria for choos-ing a particular brand?



27%

4%

11%14%4%7%

2%2%

2%

29%

Please name your favourable brands (from 1 to 3)

Coca Cola Red Bull Nestea Dr. Pepper Limon Fresh Sprite Rich Fruit Mix Crush Pepsi

Other



71%

14%

14%

Do you care about your health? (healthy lifestyle in particularly)

Yes No Difficult to answer



1 2 3 4 5 6 7 8 9 10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

Yes

0 1 1 1 1 2 3 4 4 4 4 5 5 5 5 6 6 7 7 7 7 8 8 9 10

11

11

12

13

14

15

15

15

15

15

No

1 1 2 3 4 4 4 4 5 6 7 7 8 9 10

10

11

11

12

13

14

14

15

15

15

15

16

16

16

16

17

18

19

20

21

2.5

7.5

12.5

17.5

22.5

Do you read the composition of the drink before drinking?

Axis Title

Research conclusions



* * *Soft drinks are popular, in part, because people like their taste. But powerful advertising, universal availability, low price, and the use of a mildly addictive ingredient (caffeine) are other factors that have madesoft drinks a routine snack and a standard component of meals instead of the occasional treat they were considered several decades ago.

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