Soft Drinks in Rural Market in India Essay Example for Free

Soft Drinks in Rural Market in India EssayIn India, the Coca-Cola and Pepsi emollient racket brands suffered a setback in August of last year due to a product contamination scare. Both create cut profit margins to the wad in order to fend off competition from low-priced local fruit plights. Indian consumers are accustomed to drinking a variety of locally-produced soft drinks that are sold in small stands throughout the country.Rural India is still a highly price-sensitive marketplace, so the major soft drink companies are hale to cut profit margins in order to compete there. Indias purchasing power parity per capita of US$2,850 is representative of a nation in which the average consumer has depleted income to engage in discretionary spending. Nevertheless, during the hot season, spur-of-the-moment beverage sales are commonplace. In order to position themselves for sales growth, the major soft drink companies priced a 200-milliliter bottle at the equivalent of 11 U.S. cent s.Although that price is not sustainable beyond the short term, management hopes that it will be enough to seize market share away from local products and substantially increase sales volume in 2004. Beverage companies cannot afford to ignore Indias rural consumers if they wish to boom out market share. According to data release by the PRB, only 28 percent of Indias population lived in urban areas in 2003.On average, rural consumers have a lower income level than their urban counterparts and demand lower-cost beverage options. In order to remain cost competitive, soft drink companies have to contain the transferral costs involved in expanding their distribution network into widespread towns and villages. Faced with high fuel and vehicle costs, companies are turning to less expensive factor of transportation including ox carts and rickshaws.Another challenge facing the major soft drink companies is regaining consumer confidence in the aftermath of a well- publicized scandalisati on over the presence of pesticides in some soft-drink products. A major publicity campaign aimed at regaining consumer confidence seems to be working, but bottlers need to void any more issues that would throw product safety into doubt. Recovering and maintaining an image of quality will be a key weapon in the push to take market share away from locally produced fruit beverages. Indian consumers are ready to opt for soft drinks, but not at a premium price.