BEVERAGE INDUSTRY

GROUP 4
 INTRODUCTION
• The global beverage industry is expected to reach an estimated $1.9trillion by 2021 and is
growing at a CAGR of 3.1%

• Indian beverage industry constitutes of around $230 million

• The major drivers for the growth of this market are growing urbanization and increase in
personal disposable income

• Major segments in this market are: alcoholic beverages and non alcoholic beverages

• Shift to natural ingredients, functional drinks for hydration are the major trends witnessed in
the global beverage market.

• Focus on Sustainable packaging of beverages is a one big concern.

FEW PLAYERS
 Digital Profile -
Comparison
Parameter Coca Pepsi Monster Red bull Lipton Appy fizz
cola Energy

12,962 89,038 71,253 8,228 202,022 5,274,644

Global Rank

3.39M 699.74K 27.44K 8.93M 250.28K No data

Traffic

49.57% 59.99% 43.31% 77.97% 74.98% No data

Bounce Rate

94.14% 100.00% 99.13% 99.06% 82.55% 100.00%

Organic Search

5.86% 0% 0.87% 0.94% 17.45% 0%

Paid Search

3.74% 1.53% 3.65% 8.17% 1.28% No Data

Social

Source: https://similarweb.com/
Digital Profile -Analysis
• Global rank- We can clearly see Red Bull have the best global rank that is due to
collective digital appearance all throughout multiple sections like website and
social connection.

• Traffic - Red Bull have highest traffic because they host different sports event
which are accessible from their website.

• Bounce Rate- It is crucial only if the reason of website is to generate sales or

leads for different section but if it is just for awareness then it is not a problem

• Search- Except Lipton almost every company above had near to 100% organic
search but Lipton have high percent of paid search because its not just cold
beverage but also healthy substitute drink which needs some advertisement for
awareness.

• Social- Red Bull due to its high engagement and connection with sports have
highest traffic source from social media network.
 Performance Profile -
Comparison
MONSTER
PARAMETERS COCA COLA PEPSI APPYFIZZ REDBULL LIPTON
ENERGY

PERFORMANCE 19/30 19/30 14/30 27/30 24/30 22/30

MOBILE 30/30 30/30 30/30 30/30 30/30 30/30

SEO 20/30 25/30 15/30 25/30 25/30 30/30

SECURITY 10/10 10/10 10/10 10/10 10/10 10/10

Source: https://website.grader.com/
 Analysis

• SEO - Under seo APPY FIZ and COKA COLA have to work harder as compared to other
companies. They basically lack in providing suitable headings and site map.

• Performance – Under performance all the companies perform similar but APPY FIZZ
is far behind. Major reasons are the Page speed is very slow and page requests are
quiet large.

• Mobile and security - Under mobile and security all companies have scored full
marks.
 Social Media Comparison -
Instagram

MONSTER
PARAMETERS REDBULL LIPTON APPY FIZZ PEPSI COCA COLA
ENERGY
290k
Social Audience 12.9M 59.6k 8.65K 51.8K 2.72 M
Posts per day 0.57 2.14 0.43 0.27 0.17 0.2
Posts with Hashtags 75% 100% 100% 100% 0% 67%

Average
0.37% 0.74% 1.45% 2.45% 1.63% 0.32%
Engagement Rate

Source: https://www.rivaliq.com/
 ANALYSIS - Instagram
• No of followers: Red Bull has the highest no of followers with 12.9 Million in
Instagram followed by and coca cola with 2.72 Million. Appy fizz has the least among
these companies which is comparably very less with 8.65 thousand.

• Posts per day: Though coca cola has the 2 most followers they have the 2nd lowest
no of posts during the selected time period. It is 0.2 which means that 1 post every 5
days.

• Posts with hashtags: 5 out of 6 companies are using hashtags in every posts they
post knowing the importance of hashtags and the exception is Pepsi with no posts with
hashtags.

• Engagement rate: Appy fizz has the highest engagement rate with 2.45% followed
by Pepsi with 1.63%. When comparing the no of followers coca cola has the least
engagement rate.
 Social Media Comparison -
Facebook

MONSTER
PARAMETERS REDBULL LIPTON APPY FIZZ PEPSI COCA COLA
ENERGY
Social Audience 25.9M 48.6M 7.52M 242K 306K 107M
Posts per day 7 53.4 0.29 0 0.43 0.03
Posts with Hashtags 85.70% 18.4% 100% 0% 0% 100%

Average
0.007% 0.001% 0.011% 0.000% 0.093% 0.001%
Engagement Rate

Source: https://www.rivaliq.com/
 ANALYSIS - Facebook
• Number of Followers: Among all the selected companies coca cola has the highest
number of followers and the number is 107 Million followers, followed by Red bull with
48.6 Million. Appy Fizz has the lowest number of followers with 0.242 million.

• Posts per day: Red Bull has the highest No of posts comparably with 53.4 posts per
day, followed by monster energy with 7 and Appy Fizz have 0 posts. Pepsi, though
they have very less followers they are trying to utilize the platform better than other
companies.

• Hashtags: Lipton and coca cola are using hashtag in every posts they post in
Facebook and there by making it easy for people to segregate their search where as
Appy Fizz and Pepsi are using no hashtags in of their posts in Facebook.

• Engagement percentage: When it comes to Engagement Pepsi is more engaged in

Facebook with a score of 0.093% and second stands Lipton with 0.011%. Appy Fizz
has 0% engagement.
 Social Media Comparison-
Twitter

MONSTER
PARAMETERS REDBULL LIPTON APPY FIZZ PEPSI COCA COLA
ENERGY
Social Audience 3.13M 2.06M 54.6k 11.7K 342K 3.34 m
Posts per day 7.86 2 1.43 0.27 0.7 0.2
Posts with Hashtags 96% 60% 100% 100% 19% 50%

Average
0.013% 0.012% 1.53% 1.64% 0.013% 0.014%
Engagement Rate

Source: https://www.rivaliq.com/
 ANALYSIS - Twitter
• Followers - Coca cola and monster energy are having similar number of followers on
the twitter followed by red bull and because of quality posts, they are able to retain their
position on twitter. others should try to leverage the platform and improve their number
of followers.

• Posts per day – Monster energy has realise the power of twitter audience and they are
doing really great in the number of posts as compare to their competition. Red Bull and
Lipton are also active but their number of posts per day during last month was 2 and
1.43 respectively.

• Posts with Hashtag – Hashtag is an important tool as it helps in wading through all
the mass data that is available and companies are now using it effectively. Lipton Appy
Fizz and Monster energy are doing very good with hashtags, with 100%,100%and 96%
posts with hashtags. Pepsi only used 19% hashtags.

• Average Engagement Rate – Appy Fizz and Lipton are doing good with average
engagement rate of 1.64% and 1.53% . This shows company love among the
customers.
 Social Media Comparison -
YouTube

MONSTER
PARAMETERS REDBULL LIPTON APPY FIZZ PEPSI COCA COLA
ENERGY
Social Audience 2.47M 9.11M 17.0k 0 6.63K 3.35 M
Posts per day 0.14 0.14 0 0 0.03 1.23
Posts with Hashtags 0% 0% 0% 0% 0% 24.3%

Average
0.043% 0.060% 0.00% 0.00% 0.17% 0.004%
Engagement Rate

Source: https://www.rivaliq.com/
 ANALYSIS – YouTube
• Subscribers - Red Appy Fizz has Bull is leader in terms of subscribers , with 9.11 million
subscribers. Coca Cola and Monster Energy are also very active on YouTube and attracts huge
customer base from YouTube. Appy Fizz has no presence on YouTube.

• Posts per day – Coca cola has highest no of post with 1.23 posts per day. Red bull and
Monster are posting similarly average 0.14 posts per day. Lipton is missing out an
opportunity to effectively use YouTube.

• Posts with Hashtag – Hashtag is an important tool as it helps in wading through all the
mass data that is available and companies are now using it effectively. Here only coca cola is
doing very good with hashtags, with 24.3% posts with hashtags. Others are not making use
of hashtags.

• Average Engagement Rate – Pepsi is leading with highest average engagement rate .
Lipton And Appy Fizz has no engagement on YouTube.
 Sentiment Analysis
PepsiCo Coca-Cola Monster Parle Lipton Red Bull
Energy

Mentions 9065 6134 3555 1858 2163 8857

SM Reach 3.5M 9.0M 3.1M 1.2M 87K 2.1M

Interactions 49 89 677 529 25 113

Positive 3470 3177 1307 988 574 2854

Negative 1316 584 293 174 210 1293

Source : Brand24
 Analysis
• Mentions : This refers to the number of times the name of the company has been
mentioned in the last 30 days. This gives a fair idea about the digital presence,
the more mentions there are in the digital world, more they are active.
• SM Reach : It refers to the social media reach and it can be calculated by
measuring the reach of any given post, then the reach is divided by the total
number of followers and then multiplied by 100 to get post reach percentage.
Higher the social media reach, the better. The highest social media reach is of
Coca Cola.
• Interactions : This accounts for the interactions that are taking place about the
company among the public, not necessarily a greater number of interactions is
always a good thing, it depends whether it is positive or negative.
• Positive & Negative : More the number of positive on digital platform better it is
for the company, as it has a big role for attracting customers, PepsiCo has the
maximum number of positives out of all, but negatives are also considerably high.
Recommendation – How to win
in Digital Competition
•Empower your target Audience

•Use #Hashtags & Themes to build community

•Leverage the Power of Social Media

•Master the art of creating quality content