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Market
• Beveragesisabigword– Necessity(WaterLoss)
• Sweat:0.5L• Breathing:0.25L• Loss:1.5L
– Consump?on• 2L/Day• 7BillionPeople• 5.1TrillionLiters/Year
MarketSegments
• Consumer,Non‐cyclical– Beverage
• Alcoholic– Beer– Wine
• Non‐Alcoholic– Water– ‘Soda’– Coffee*– Energy
– Liquor– Other
– Sports– EnhancedWater– Tea*– Juice
Players
$0 $10 $20 $30 $40 $50 $60 $70
Monster
Brown‐Forman
Dr.Pepper/Snapple
MolsonCoors
SAB‐Miller
Diageo
Anheuser‐BuschInBev
Ambev
SAB(Coke‐Heineken)
Pepsico
Coca‐Cola
Billions
Profit
Revenue
Profits
0.210.57 0.61 0.67
2.562.98
4.034.40
5.27
6.44
8.57
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Opera-ngProfit(Billions)
• Ambev(Ambev)isaBrazil‐basedsubsidiaryofImBev• Produce,distributeandsellbeer,carbonatedsoidrinks(Pepsi)• 14countriesacrosstheAmericas• Canada,representedbyLabaj’sopera?onsincludesdomes?csalesin
Canada.
$120B
50Cent
• GlaceauwassoldtoCoca‐Colafor$4.1B
• Cur?sJackson(50Cent)had10%stake
• Cashed~$150Mfromthedeal
Compe??on• Globaliza?on
– Coca‐ColafailedinitsajempttobuyChina’slargestjuicegroup,Huiyuan,for$2.4billionthisyear
– PepsiCooffered$3.8Bfor66%ofRussia’sleadingdairymanufacturer• Mergers
– InBev’spurchaseofAnheuser‐Busch– ProposedmergerbetweenKirinandSuntorywouldcreateaglobal
foodandbeveragegiantwithrevenuesexceedingthoseofAnheuser‐BuschInbev’s$22.3billionandCoca‐Cola’s$31.9billion.
• Expansionintonewmarkets– NonalcoholicwithAlcoholic– Food&Beverage– Soda,EnergyDrinks,SportsDrinks,EnhancedWater,Water
SodaLandscape
• Coca‐cola– DietCokenow#2mostpopularsodaovertakingPepsi
• Pepsi– IndraNooyi– Focuson‘healthy’
• 20%ofRevenue• NoSuperbowlAd2010
– Spendingtoincrease• 30%inUSMarke?ng
EnergyDrinksMarketShare2007Brand MarketShare RedBull 12.0%Monster 8.2%SoBe 8.1%Rockstar 4.3%FullThrojle 2.7%
• EnergyShotMarket• Market
• Womenarealargerpercentage• >31yearsoldarealarger
percentage• 5‐hourenergy
• 60%ofmarket• Coca‐Cola–NosShot
• $26.9Bwith8.6%growth• MarketismostlyMale18–32• Marketismaturing
Transi?on&Causes
• Nielsenreportsthatbojledwatersalesfell3.3%intheUSlastyear.
• Evianreportedthatits2008profitsshrank69%inpartbecauseofdecliningsalesofbojledwaterinFrance,Spain,BritainandJapan.SalesofbojledwaterinFrancefellby7.5%lastyear.
• Switzerland‐basedNestlé,theworld'sbiggestbojledwatermanufacturer,includingthebrandsPerrierandSanPellegrino,reportedthatsalesofitswaterdeclinedby4.1%inthefirstthreemonthsof2009,withapar?cularlystartling9%dropintheBri?shmarketlastyear.
• Trash,Safety,Cost,Effort,andEnvironment
Externals• NewProducts
– DesignerDrops,Func?onalWater(Dream,etc)• Regula?on
– Water,etc• Health
– HonestTea(Coca‐Cola$43Mfor40%)• Environment
– ShelfStability(NestleMilk)• Commodityvs.Marke?ng
– BojledWater– Cokevs.Pepsi– Starbucks– Joe’s– Otherexamples?