exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column aims to aid advertisers and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at the soft drinks industry as a category.
Soft Drink aerated product group contributes to around 9.1% ads volume share among the Food & Beverages super category in Yr'15.
Big Advertisers like Pepsi and Coca cola are in the market since the decades are the gainers as their presence in Indian Market is for too long. They have strong supply-chain network.
Soft drink aerated product group have dropped its Ads volume in Print (22%) & Radio (54%) medium whereas TV have seen a rise of 8.8% in Yr'15 from Yr'14.
The Coca-Cola Company led the highly consolidated market with a 59.3% ads volume share, followed by PepsiCo at 34.3% in Yr' 2015 on TV among Soft drink aerated product group. Hence, this product group ads volume have majorly driven by these 2 advertisers in all the mediums.
Coca Cola India advertiser notices to promote its brands Sprite, Thums Up & Coca Cola on a larger scale and similarly Pepsico advertiser promotes Pepsi, Mountain Dew & 7Up Nimbooz Masala Soda brands heavily on TV.
Pepsi & Coca Cola are the 2 brands having similar performance as they are competitors.
If we compare the average monthly ads volume trend of both the brands i.e. Pepsi & Coca Cola from Yr'12 to Yr'15, both the brands witnesses a growth in ads volume in 2 phases (1st is the summer & 2nd is the Festive season(Diwali & New Year)).
Pepsi brand promotes its product majorly in the period Feb-May (Summer) followed by Sept-Dec (Festive Season) and contributes around 68% & 28% of its total ads in these 2 periods. Pepsi even airs the sports themes as it sponsors IPL since Yr'13 -Yr'15. Pepsi have its own style of promoting the ads in Feb-May phase focusing majorly on the sports genre by starring bollywood personalities along with the sports personalities in its ads.
Around 47% of Pepsi brand ads were aired specifically during IPL period (i.e. Mar'13 - May'13) wherein 21.9% of the ads were focusing on IPL event.
Coca Cola have its own style to promote its product and follows the same trend by focusing 41% & 28% of its ads volume during the 2 phases (i.e. Summer & Festive Season). Coca Cola brand focuses on different genre i.e. Festive Season, Relationship, Celebrations & Friendship etc. as it targets all the viewers in the market. Hence unlike Pepsi, Coca Cola airs its ads throughout the year.
Over the years, Pepsi & Coca Cola have focused its ads on National as well as Regional channels across Years.
Pepsi places around 50% of its ads volume on Hindi Movies, Music & Hindi GEC genre.
Similarly, Coca Cola brand also witnesses around 53% of the total ads volume placed on Hindi Movies, Punjabi Music, Music & Hindi News genre. In Yr'15, Pepsi & Coca Cola are placing their ads on HD channels as well.
When we analyze Coca Cola & Pepsi Brand ads volume on Sports genre on TV across years, Coca Cola brand witnessed to drop down the ads volume on cricket genre across years whereas Pepsi being the IPL sponsor have drastically increased and focused its ads on cricket genre among the sports genre across years on TV.
Kabaddi has promoted Pepsi ads heavily on Star Sports 3 channel in Yr'15 & Coca Cola brand was promoted on live telecast on Sports channels (i.e. Star Sports 2, Star Sports 3, Star Sports HD2, Star Sports HD3) as well as the Regional channels (i.e. Maa Movies, Plus Suvarna, Star Gold).
In Yr'14, Coca Cola has promoted in Soccer sports genre airing the live telecast show on Sony Aath, Cnn Ibn, Rplus, India Today etc on a larger scale.
Pepsi have also promoted its product in Wrestling genre shows in Yr'15 majorly on Ten sports WWe episodes.
Based on the above analysis, Feb-May period is the peak phase for the top Soft Drinks aerated advertisers. Hence, the new advertisers and the existing leaders need to plan various ways to focus and acquire the Indian Market. It would be interesting to see how advertisers connect various strategies to promote their ads over the coming years.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx,
Period: Jan' 2012 to Dec'2015