The Non-Alcoholic Beverage Industry: An Overview

In stock

Free & Quick Delivery Worldwide

The objective of this book is to discuss the various challenges faced by the non-alcoholic beverage industry worldwide: competition, health-awareness among consumers, constant innovation, packaging, advertising, flavor and ingredient innovation, distribution, regulations, changing consumer tastes, preferences, etc. The constituent ingredients of the beverage industry have been a reason for doubt among all, more so in the recent past due to the cola scams…yet the “COLA” fever simply doesn’t die from the youth. Several studies worldwide have demonstrated a direct linkage between sugar-sweetened beverage consumption and weight gain among consumers. All over the world, mainly in the US, several ‘Beverage Guidance Systems’ have been formed to provide guidance on the overall nutritional benefits and risks caused by various beverage categories. This is the biggest challenge for the industry. There are other challenges like the impulsive attitude of the consumers and their ever-changing tastes and preferences, controversies regarding beverage ingredients, and constant demand for marketing innovations. Furthermore, consumption of non-alcoholic beverages has a certain link not only with food habits but also with general lifestyles. The players in this industry, having developed keen insights into this fact, have mastered the art of leveraging this in their marketing and promotion efforts. The players in this industry have been able to perfect the art of their customer segmentation and position themselves appropriately, so as to acquire their right customers, retain them and derive optimal monetary value. Yet, the beverage industry and its ‘never-say-die’ attitude is on a roller coaster like never before.

ABOUT THE AUTHOR Simantee Sen

Simantee Sen holds a postgraduate diploma in Business Management from Indian Institute of Planning and Management, New Delhi and master's degrees in Environmental Biology as well as Advertising and Public Relations from Delhi University. She is currently working as an Adjunct Faculty at Icfai Business School, Pune. She also teaches at various other B-Schools in Pune. She also worked with The Times of India and American Express India for about seven years. Her areas of interest include human resource development, marketing, advertising and public relations.

reviews

0 in total

There are no reviews yet.

Bibliographic information

Title
The Non-Alcoholic Beverage Industry: An Overview
Author
Edition
1st ed.
Publisher
ISBN
8131412185
Length
228p.
Subjects