Consumer Perception Towards

Coca – Cola

BUSINESS COMMUNICTAION REPORT

PRESENTED BY

KRUTIKA CHORDIA – 19BSP1370

MANISH MAHESHWARI – 19BSP1489
MANSIMRAN KAUR – 19BSP1512
MAYANSHA DIXIT – 19BSP1543
MRIDUL JAISWAL – 19BSP1609
NANDINI SWAMI – 19BSP1650

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Table of Contents

i.ACKNOWLEDGEMENT .............................................................................................. 3

ii. EXECUTIVE SUMMARY ......................................... Error! Bookmark not defined.

iii. Table of Contents…………………………………………………………………

iv. List of Tables
v. List of Figures/Graphs
vi. Abbreviation

1.Chapter 1 : INTRODUCTION ................................... 5-1Error! Bookmark not defined.

1.1 Objectives of Study………………………………………………………………12

2. Chapter 2 : Literature Review……………………………………………………..13-15
3. Chapter 3 : Research Methodology………………………………………………16-17
4. Chapter 4 : Analysis & Interpretation:…………………………………………..18-2Error! Bookmark

not defined.

5. Chapter 5 : Conclusion .................................................. Error! Bookmark not defined.0

REFERENCES………………………………………………………………………….3Error! Bookmark

not defined.

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 Acknowledgement

It gives immense pleasure in bringing out this synopsis of the project entitled “Consumer Perception

Towards Coca - Cola”.

Firstly we would like to thank our teacher and guide Professor Dr. Jyoti Chandwani who gave us her

valuable suggestions and ideas when we were in need of them. She encouraged us to work on this project.

We would also thank to all of them who helped us to complete this project.

We are immensely grateful to all involved in this project as without their inspiration and valuable

suggestions and responses it would not have been possible to develop the project within the prescribed

time.

With sincere thanks,

Krutika Chordia

Manish Maheshwari

Mansimran Kaur

Mayansha Dixit

Mridul Jaiswal

Nandini Swami

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 EXECUTIVE SUMMARY

This undertaking depends on understanding the idea of purchaser conduct towards soft drinks and especially
towards marks coca cola. Despite the fact that each organization recognizes their objective client and casings
their publicizing arrangements in like manner there is a need to comprehend what individuals think about
the brand and how every now and again they get it. Coca cola is outstanding for its development commercials
and immense client base. Despite the fact that the organization has their own particular steadfast client's
.there is a need to distinguish what is the present market pulse.it will help in building up all together another
brand or expanding a current brand. The goal of this task is certain that to know the utilization of sodas as
per pay level, taste and brand inclination of the purchasers. Coca cola has recently cool beverages as well as
it is numerous different kinds of beverages e.g. natural product based beverages, mineral water and so forth.
Another critical target here is to discover the accomplishment of publicizing and VIP battles which were
controlled by the organization. Everybody knows the Aamir's TV ad of "Thanda MATLAB coca cola" and
"serf paunch rupee me". In the comparative way organization has numerous other big name crusades with
Katrina Kaif, Karena Kapoor and some other. So it has turned out to be critical to know which notice has
drawn most extreme consideration and which the change rate of TV ads. This venture depends on a
quantitative research where poll was set up for the two clients and also retailers.25 individuals were
interceded from various zones of Navi Mumbai. The date of 18 respondents was gathered online by sending
them a virtual poll. The reactions which were discovered online were likewise with various socioeconomics

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 CHAPTER 1.
INTRODUCTION

The Coca-Cola Company is a beverage company, manufacturer, distributor, and marketer of non-alcoholic
beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented
by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa
Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage,
Coca-Cola currently offers more than 400 brands in over 200 countries or territories and serves 1.6 billion
servings each day. The company operates a franchised distribution system dating from 1889 where The
Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its
stock is listed on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell
1000 Growth Stock Index. Its current chairman and CEO is Muhtar Kent.

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 Coca cola’s Global coverage.

History

The Coca-Cola Company was originally established in 1891 as the J. S. Pemberton Medicine Company, a
co-partnership between Dr. John Stith Pemberton and Ed Holland. The company was formed to sell three
main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen Hair
Dye, and Pemberton's Globe Flower Cough Syrup. In 1884, the company became a stock company and the
name was changed to Pemberton Chemical Company. The new president was D. D. Doe while Ed Holland
became the new Vice-President. Pemberton stayed on as the superintendent. The company's factory was
located at No. 107, Marietta St. Three years later, the company was again changed to Pemberton Medicine
Company, another co-partnership, this time between Pemberton, A. O. Murphy, E. H. Bloodworth, and J. C.
Mayfield. Finally in October 1888, the company received a charter with an authorized capital of $50,000.
The charter became official on January 15, 1889. By this time, the company had expanded its offerings to
include Pemberton's Orange and Lemon Elixir.

Revenues

According to the 2005 Annual Report, the company sells beverage products in more than 200 countries. The
report further states that of the more than 50 billion beverage servings of all types consumed worldwide
every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately
1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately
78% of the Company's total gallon sales. Also according to the 2007 Annual Report, Coca-Cola had gallon
sales distributed as follows:

a. 37% in the United States

b. 43% in Mexico, India, Brazil, Japan and the People's Republic of China
c. 20% spread throughout the rest of the world

United States

Mexico, India, Brazil,

Japan and the People's
Republic of China
Rest of the world

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In 2010 it was announced that Coca-Cola had become the first brand to top £1 billion in annual UK grocery
sales.

The data for the year 2009 is given in the table below:

Products and Brands

The Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake Coca-
Cola beverage. Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar

substitute. Introduced in 1963, the product is still sold today, however its sales have dwindled since the
introduction of Diet Coke. The Coca-Cola Company also produces a number of other soft drinks
including Fanta and Sprite. Fanta's origins date back to World War II when Max Keith, who managed Coca-
Cola's operations in Germany during the war, wanted to make money from Nazi Germany but did not want
the negative publicity. Keith resorted to producing a different soft drink, Fanta, which proved to be a hit, and
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when Coke took over again after the war, it adopted the Fanta brand as well. The German Fanta Klare
Zitrone ("Clear Lemon Fanta") variety became Sprite, another of the company's bestsellers and its response
to 7 Up.

During the 1990s, the company responded to the growing consumer interest in healthy beverages by
introducing several new non-carbonated beverage brands. These included Minute Maid Juices to
Go, PowerAde sports beverage, flavoured tea Nestea (in a joint venture with Nestle), Fruitopia fruit drink
and Dasani water, among others. In 2001, Minute Maid division launched the Simply Orange brand of juices
including orange juice.

Coca-Cola is the best-selling soft drink in most countries. While the Middle East is one of the only regions
in the world where Coca-Cola is not the number one soda drink, Coca-Cola nonetheless holds almost 25%
market share (to Pepsi's 75%) and had double-digit growth in 2003. Similarly, in Scotland, where the locally
produced Irn-Bru was once more popular, 2005 figures show that both Coca-Cola and Diet Coke now outsell
Irn-Bru. In Peru, the native Inca Kola has been more popular than Coca-Cola, which prompted Coca-Cola to
enter in negotiations with the soft drinks company and buy 50% of its stakes. In Japan, the best selling soft
drink is not cola, as (canned) tea and coffee are more popular. As such, the Coca-Cola Company's bestselling
brand there is not Coca-Cola, but Georgia.

Some claim Coke is less popular in India due to suspicions regarding the health standards of the drink.

On July 6, 2006, a Coca-Cola employee and two other people were arrested and charged with trying to sell
trade secrets information to the soft drink maker's competitor, PepsiCo for $1.5 million. The recipe for Coca-
Cola, perhaps the company's most closely guarded secret, was never in jeopardy. Instead, the information
was related to a new beverage in development. Coca-Cola executives verified that the documents were valid
and proprietary. At least one glass vial containing a sample of a new drink was offered for sale, court
documents said. The conspiracy was revealed by PepsiCo, which notified the authorities when they were
approached by the conspirators. The company announced a new "negative calorie" green tea drink, Enviga,
in 2006, along with trying coffee retail concepts Far Coast and Chaqwa.

On May 25, 2007, Coca-Cola announced it would purchase Glaceau, a maker of flavoured vitamin-enhanced
drinks (vitamin water), flavoured waters, and energy drinks, for $4.1 billion in cash. On September 3, 2008,
Coca-Cola announced its intention to make cash offers to purchase China Huiyuan Juice Group
Limited (which has a 42% share of the Chinese pure fruit juice market for US$2.4bn (HK$12.20 per share).
China's ministry of commerce blocked the deal on March 18, 2009, arguing that the deal would hurt small
local juice companies, could have pushed up juice market prices and limited consumers’ choices.

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In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5 fluid ounces The first
shipments are expected to reach the New York City and Washington D.C. markets in December 2009 and
nationwide by March 2010.

Mission, Vision and Values

Following are the mission, vision statements and company’s core values taken from the company’s
official website:-
The world is changing all around us. To continue to thrive as a business over
the next ten years and beyond, we must look ahead, understand the trends and
forces that will shape our business in the future and move swiftly to prepare for
what's to come. We must get ready for tomorrow today. That's what our 2020
Vision is all about. It creates a long-term destination for our business and
provides us with a "Roadmap" for winning together with our bottling partners.

Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves
as the standard against which we weigh our actions and decisions.

a. To refresh the world

b. To inspire moments of optimism and happiness
c. To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing
what we need to accomplish in order to continue achieving sustainable, quality growth.

a. People: Be a great place to work where people are inspired to be the best they can be.
b. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's
desires and needs.
c. Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.
d. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable
communities.
e. Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
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 f. Productivity: Be a highly effective, lean and fast-moving organization

Our Winning Culture

Our Winning Culture defines the attitudes and behaviours that will be required of us to make our 2020 Vision
a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the world.

a. Leadership: The courage to shape a better future

b. Collaboration: Leverage collective genius
c. Integrity: Be real
d. Accountability: If it is to be, it's up to me
e. Passion: Committed in heart and mind
f. Diversity: As inclusive as our brands
g. Quality: What we do, we do well

Focus on the Market

a. Focus on needs of our consumers, customers and franchise partners.

b. Get out into the market and listen, observe and learn
c. Possess a world view
d. Focus on execution in the marketplace every day
e. Be insatiably curious

Work Smart

a. Act with urgency

b. Remain responsive to change
c. Have the courage to change course when needed
d. Remain constructively discontent
e. Work efficiently

Act Like Owners

a. Be accountable for our actions and inactions

b. Steward system assets and focus on building value
c. Reward our people for taking risks and finding better ways to solve problems
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 d. Learn from our outcomes -- what worked and what didn’t

Be the Brand
Inspire creativity, passion, optimism and fun.

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 OBJECTIVES OF STUDY:

 To study and analyse the impact on consumption of Coca-Cola

 To study and analyse the frequency of consumer buying Coca-Cola.
 To study and identify the most crucial factor while buying Coca-Cola.
 To study the preference of people related to category of soft drinks available.
 To study and analyse the quantity of Coca-Cola people buying frequently.

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 CHAPTER NO. 2

LITERATURE REVIEW

Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of nonalcoholic
beverage concentrates and syrups, used to produce more than 230beverages brands. It is also the world’s
most inclusive brand and company.

It has already ventured regionally out of Atlanta to other states of United States since the late
19th century and its signature contour bottle was first manufactured in the early 20th century to
distinguish themselves and assuring the genuine Coca-Cola. Though the company grew rapidly
and roared into some European countries during the 1900s, its presence worldwide grew swiftly
only after World War II.

Year after year, the company has been discovering new foreign markets to bring higher profits as
to fulfill its ultimate obligation to provide consistently attractive returns to the owners of the
company and to enlarge its customer base in order to achieve economies of scale. Due to strong
competition with Pepsi-Cola, Coca-Cola wants to reduce its dependence on United States
market, which is their similar domestic market, as to reduce its risk and increase its global
market share by going international. Presently, the company has already reached six billion consumers
nearly two hundred countries.

Coca-Cola Company has been very successful in international marketing effort. Aggressive
advertising, branding and market segmentation have played an important part in the success. It
has portrayed itself as fun, playfulness, freedom.. lifestyle and the international appeal of Coca-
Cola was embodied by a 1971 commercial, where a group of young people from all over the
world to a hilltop in Italy to sing “I’ll like to buy the world a Coke”.
The company has been sponsoring big events, like Olympics, Sea Games, FIFA Cup,
International Film Festivals all over the world to create awareness, credibility and to brand itself
as world-class company. It also makes big donations to organizations, charities and involvement
in the communities. These activities have aided Coca-Cola in creating a positive image and
consumers’ perception toward the company.

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Though the company makes the world its target market, segmenting by diverse consumer
preferences would still required to help Coca-Cola to serve the consumers better. As different
segments of different countries have various preferences or cultures, Coca-Cola tried to expand
with new flavors, brands and even reduced the sugar contents in its Coke, to suit all the different
segments. This often increases the acceptance of new drinks that are specially designed for them.
Coca-Cola entered foreign markets in various ways. The most common modes of entry are direct
exporting, licensing and franchising.

Besides beverages and their special syrups, Coca-Cola also directly exports its merchandise to
overseas distributors and companies. Other than exporting, the company markets internationally
by licensing bottlers around the world and supplying them with the syrup needed to produce the
product.
There are different types of franchising. The type that is used by Coca-Cola Company is
manufacturer-sponsored wholesaler franchise system. It is very comparable to licensing but the
only difference is that the finished products are sold to the retailers in local market.
Foreign environment factors have influenced the Coca-Cola’s strategies in international
marketing. Culture has a tremendous effect on people’s preferences and perception. Language is
one of the aspects of culture that marketers must take care of, in term of translating product
name, slogans and promotional messages so as not to convey the wrong meaning. Coca-Cola did
not look much into this aspect when entering into the markets of countries like China and Taiwan
as the literal translation of Coca-Cola in Chinese characters mean, “bite the wax tadpole”.
Political structure and legal considerations also have impinged on Coco-Cola Company’s
strategies. Governments of some Arab nations boycotted Coca-Cola’s products due to a political
dispute and discontented with the company for maintaining distributors in Israel.
Changes are necessary in international marketing for consumer’s products, as it is important that
the products suit one’s taste, preferences and fulfill one’s needs. Coca-Cola has continued
changing, improving and developing new drinks to appeal to local tastes.
After discovering that Coke did not appeal as much to Japanese consumers, Coca-Cola
developed over 30 new drinks for the Japanese market, which inclusive of Asian tea, English tea,
coffee and fermented-milk drink.
In China, Coca-Cola has also begun the similar strategy of introducing beverages developed for
the taste buds of local market. It launched a fruit juice drink called Tian Yu Di (Hevean and
Earth) specifically for the Chinese market with planning of introducing the market with a
Chinese iced tea and soy milk drink
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Being flexible and willing to change to satisfy consumers’ needs, has enabled Coca-Cola to
exploit the economies of scale that was gained by its global marketing and at the same time
making its products appeal to local taste, which these have earned the company an enormous
profits quarterly.
As Coca-Cola has expanded over the decades or even nearly a century, the company has
benefited from the various cultural insights and perspectives of the societies in which business is
done. No doubt of the remarkable experience it has, it is still very committed to local markets, to
paying attention to what people from different cultures and backgrounds like to drink, and where
and how they like to drink it, to remain competitive and to develop more new drinks to satisfy its
markets.
Now, the estimated brand equity of Coca-Cola is $84billion, market share of more than 50
percent in beverage industry globally and about 70 percent of its income comes from countries
outside United States. Every 10 seconds, 126,000 people in the whole world, choose to reach out
for one of The Coca-Cola Company brands, and it is the company’s mission to make that choice
exciting and satisfying, every single time.
Not only to make great drinks, Coca-Cola is also determined to contribute to communities
around the world through its commitments to health, education,wellness, and diversity and
consistently shaping its business decisions to improve the quality of life in the communities in
which the company do business.

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 CHAPTER NO. 3

RESEARCH METHODOLOGY.

The preparation of the report included extensive study of the organization and market research, which was
the primary source of the report. I have collected information from consumers by preparing questionnaire.
Research design:

Descriptive research design:

Descriptive research design is a scientific method which involves observing and describing the behaviours
of a subject without influencing it in any way. The importance of descriptive research is:

1. To describe charactictics of a population or a phenomenon.

2. To determine the answers to who, what, when, where and how questions.

3. To analyse the segment and target markets.

Research design descriptive research

Research method survey method

Research instrument structured questionnaire

Sample size 225

Sample area Navi Mumbai

Sampling method non- probability/concencice sampling

Sample design: sample denotes only a part of the universe/population. The sample represents the population
and is having the same characterizing the population.

Sampling method: this type of sampling technique gives no assurance that every element has some specific
change of being included. It is clear that for the non-probability samples, there is no way of calculating the
margin of error and the confidence level.

Data collection design: a marketing researcher has to make a plan for collecting data which may be primary
data, secondary data or both.

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Primary data: the essential information was gotten by overseeing review technique, guided by poll to the
customers. The accompanying kind of inquiries, were asked in the poll.

1. Multiple choice questions. Secondary data: the secondary data was collected through various sources
like.

2. 2. Secondary information are gathered through web identified with organization, contender and

3. so forth.

4. 3. Review of articles being distributed on the subject in different magazines and daily papers

5. Questionnaire: the best way to collect data is to personally administer the questionnaire. The

6. advantage of this method is, the data can be collected from the respondent within short period of

7. time. Any doubts that the respondent might have on any questions could be clarified on the spot.

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 CHAPTER NO. 4

DATA ANALYSIS AND INTERPRETATIONS

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The report outlines the results of the net survey conducted so as to work out the role, efficiency and
application of marketing within the insurance sector through a representative sample of seventy six
individuals selected randomly.

The report summarizes the data compiled through the varied queries asked within the form concerning the
sphere of study.

The various queries mirrored the subsequent responses from the individuals that are summarized as follows:

1. Gender of consumers?

Gender
Male 58
Female 42
Total 100

female, 42

male, 58

male female

2. What kind of soft drink consumer prefer?

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Depending on the survey that it can therefore be stated that about more than 58 male have filled the form
and remaining female is 42. And total is 100.

Types of soft drinks

Coca cola 52
Orange drink 13
Lemon drink 17
Mango drink 13
Other 5

5%
13%
coca cola
orange drink

52% lemon drink

17%
mango drink
others
13%

As shown above the diagram, 98 consumers prefer to drink coca cola and 25 of people like to drink orange
juice, 32 consumers would like to buy lemon juice, where as 24 people would like to drink mango drink and
rest of others prefer to drink something else.

3. What is the income of the consumers?

Income

20
 Below rs5000 35
Rs.50001-15000 25
15001-30000 15
Rs.30001-45000 5
Rs.45000 and above 20

20

35

15

25

below rs.5000 rs.5001-15000 rs.15001-45000 rs.30001-45000 rs.45000 and above

This sample response determines the income of the consumers below rs.5000 are 35 consumers 50001-15000
are 25 consumers. On the 3rd rank 15001-30000 are 15 customers whereas rs.30001-45000 are 5 consumers
and at last rs.45000 are 20 consumers.

4. Frequency of buying soft drinks?

Consumption pattern

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 Daily 6
Weekly 15
In 15 days 32
Monthly 47
Total 100

15

daily
47 weekly
in 15 days
monthly

32

Majority of 15 consumers drinks soft drink weekly, whereas least 6 consumers drinks daily and in every 15
days 32 consumers drinks. 47 consumers drinks monthly. Which is analysed from the survey

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5. What kind of purchase it is usually?

Purchase type
Planned 38
Impulse 62
Total 100

38

62

planned impluse

In the above diagram, 62 consumers buy soft drinks impulse whereas 38 consumers plan to buy soft drinks.
In the total of 100.

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6. Things that motivates consumers for buying a soft drink?

Occasion
Self will 15
Thirst 22
Festivals 35
parties 24
Offers 4
Total 100

4
15

24

22

35

self will thirst festivals parties offers

The study of 100 purchasers each customer purchase soda pops on an alternate planning like 15 shoppers
purchase sodas for their self and 22 buyers purchase sodas when they are parched.

35 shoppers purchase amid celebrations. Where as in various gatherings 24 customers want to purchase.
Furthermore, other on various days are 4 buyers

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7. Have you decided to purchase coca cola product after watching advertisement?

Advertisement and sales

Yes 84
No 16
total 100

90

80

70

60

50

40

30

20

10

0
yes no

Column2 Column1 Column3

84 consumers are interested to buy soft drinks but 16 consumers are not full fill to buy.

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 8. From where do customers buy soft drinks?

Place of purchase
Super market 22
Retail shop 38
Bakery 35
Others 5
Total 100

22

35

38

super market retail shop bakery others

As should be obvious orange (38) shoppers purchase from retail shop which is exceptionally well known
and 22 customers purchase from market. What's more, 35 devours want to purchase from bread shop. Others
5 customers from the yellow path.

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 9. In how much quantity do customers buy?

Consumption
Below 5 litres 80
5-10 litres 19
10-15 litres 1
More than 15 litres 0
Total 100

0
1

19

80

below 5 litres 5-10 liters 10-15 litres more than 15 litres

More than 80 consumers are consume below 5 litres of soft drinks and 5-10 litres of soft drinks are dunked
by 19 consumers and there’s only 1 consumers to buy 10-15 litres of soft drinks. None of the consumers buy
more than 15 litres.

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10. Which fruit drink advertisement attracts the most?

Minute maid pulpy orange 12

Minute maid mixed fruit 24
Maaze 30
Slice 22
frooti 12
total 100

12 12

pulpy orange
mixed fruit
22
24
maaze
slice
frooti

30

12 consumers love to buy pulpy orange than 24 consumers are would like to drink mixed fruit and 30
consumers are interested to drink maaze and 22 consumers prefer to drink slice and remaining 12 choose to
drink frooti.

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11. Which celebrity’s advertisement attracts the most?

Celebrity campaign
Aamir khan 8
Sharukh khan 12
Katrina kaif 36
Salman khan 30
Kareena kapoor 14

8
14

12

30

36

aamir khan vijay katrina kaif salman khan kareena kapoor

Some of the consumers try juices on the bases of advertisements and actors like 8 consumers choose to watch
advertisements of Aamir khan, and 30 consumers like to see Salman khan advertisements and 14 consumers
give interest to watch kareena Kapoor advertisements and whereas 36consumers watch katrina kaif ads and
at lastly 12 consumers with Sharukh Khan.

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 CHAPTER NO.5

CONCLUSION

Income is not the factor to be considered by all the soft drink companies because it hardly is considered by
consumers until and unless the brand is too premium and is not affordably for an average earning
individual.

2. Making people more and more aware of the soft drink and increasing the availidailibly of soft drink
can boost the sales and be the reason for overall increase in per capita consumption of soft drinks.

3. Availability is the most important factor is the sales comes from impulse buying so it should
ensures that it is available at maximum number of places and in all the appropriate quantities.

4. Lemon based soft drinks showed a great impact on consumers having the second largest soft drinks
consumers’ base. So the one who wants to enter into soft drinks category is the best opportunity and can
bring in good business.

5. Name Ether Company that doesn’t run behind to build a great brand? But here the study shows that
before thinking of a building a brand there is a need to look at the taste as well. To introduce a new soft
drinks a pilot study need to be done and it must come out with the taste which is liked by the most. And
then by introducing the same company can come up with great marketing programs to build a god brand
and differentiate it from other revelries.

6. It is not that by having most famous company celebrity ensures the success of the TV commercial
but in fact it is the way he/she enacts and communicate the message to the consumers. So a proper care
should be taken and factored like theme of the adversitment. Objective, style of delivering messages etc.
should be considered.

7. Whenever we study consumer towards anything there is a difference in results because no one can
control the behaviour of consumers and no one can easily change the behaviour of the consumers

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 REFRENCES

Websites:

http://www.in-beverage.org/

http://www.indiainfoline.com/markets/news

http://smalallah.com/research

SECTION: PRESENT DAY COCA-COLA

Information from fortune 500 is from an article on their CNN web sites.

Information about soda rankings are from the bevnet article soda rankings for 2000.

Information about the world of Coca-Cola ii atlanta is from their web site

Information about coca – cola’s largest campaign is from the PR newswire.

Reference Book: Philip Kothler.

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