The soft drink industry: Introduction
By Léna Favre
When you’re going to a supermarket and you want to buy a soft drink, this is probably what you’ll be facing. Dozens and dozens of bottles of each color. Tea sodas, fruits sodas, cola sodas.. and several brands for each type of sodas. The soft drink market is a very mature one, and brands have to be very creative in terms of marketing to differentiate from competitors.
In France, the soft drink industry represented around $8 billion in 2019. The following year has been a little more complicated due to the Covid-19 crisis and the closing of bars, nightclubs, and restaurants. Fortunately, the growth of this year should return to normal.
The French market is the 3rd European market after Germany and Italy. French people are consuming around 50L of sodas per year and per person. The first sodas market is the cola's market, followed by the fruits sodas market.
Throughout our articles, we will explain the different marketing strategies implemented by the brands to build a strong brand image, a loyal customer base, and constant (most of the time) growth.
We have decided to focus mainly on 5 brands: Coca-Cola, Pepsi, Oasis, Schweppes, and Sprite, which are pillars in the sodas industry. We will analyze their different strategies but also compare them.
In order to have a broader vision of this market, we have decided to explore other brands and other trends. Indeed, the brands worked a lot on the marketing aspect of the beverages and they still have to do it because the market is still growing. We can see in our supermarkets, new brands that are emerging with values that are more aligned with the needs of the customer: less sugar, less food coloring, fewer additives but also more local.
We wish you a pleasant reading.
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