In Sri Lanka soft drink companies are engaged in a highly competitive market. There are large numbers of buyers as well as sellers in the market. Companies such as Coca cola, Pepsi are massive companies very much established through out the world. Companies like elephant house soft drinks, Ole soft drinks, Smak, MD fruit juices and many more are found in Sri Lankan market. Nowadays fresh fruit juices are made in many restaurants and hotels, even in small shops on the by pass, on the concept of avoiding unnecessary health problems. Being a manager in a soft drink company applying marketing mix efficiently and effectively would help for the success of the company in a competitive environment.
When we consider on the product that is the soft drinks, quality of the product should be standard. Being in a highly competitive market poor quality products cannot survive for longer period. Consumers easily switch to the other substitute products. If possible the organization should adapt to produce different varieties such as Coca Cola Company produces Coca cola, Sprit, Fanta and Smak producing varieties of tastes. We can introduce varieties in our production too. Considering on the product feature is also very important. The shape of the bottles should be attractive and easy to hold. Providing it in various sizes is also beneficial. Bottles containing around 200ml to 250ml of soft drinks would be more or less of a glass of juice quenching thirst. When an individual prefers to have a drink he/she would buy this quantity in a bottle. But when a couple prefers to have a drink then they want more than the above said quantity. Like about 450ml or 500ml. When they try to buy for the family or for the group of friends then they go for more quantity. Like about a litre or 1 ½ litres.
When these are up to the mark then the price of the product should be on line with the other competitive products which has a great impact on the demand of the customer. A slight increase in the...