Professional Documents
Culture Documents
Coca Cola
Coca Cola
Academic Advisor
DECLARATION
I, Mr. Mrigam Talukdar hereby declare that the Project entitled as "Analysis of retailer and
consumer behavior towards Minute Maid Nimbu Fresh - A new product launched by Coca
Cola” - prepared and submitted by me is an original work to the best of my knowledge, and has
not been borrowed and copied from any existing source. Moreover, this report has never been
submitted or used for any academic purposes earlier.
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ACKNOWLEDGEMENT
No project can be completed through an individual effort. It always takes the contribution of a lot
of people. I express my gratitude towards all those people who helped me directly or indirectly in
the collection, compilation, analysis of the data and finally writing of the report.
First and foremost I would like to express my sincere appreciation and gratitude to Mr.Anil
Kumar Jha- Sales Team Leader HCCBPL, Guwahati, for providing me valuable information and
support in spite of his busy schedule.
I would also like to give special thanks to Mr.Hemanta Bhagawati- Market Developer and
Mr.Madhurjya Goswami- Market Developer, HCCBPL, Guwahati, for supporting me from the
very beginning of my project. Without their help and suggestion this project would have been
very difficult for me to complete.
Mrigam Talukdar
EXECUTIVE SUMMARY
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Title of the Project: "Analysis of retailer and consumer behavior towards Minute Maid Nimbu
Fresh - A new product launched by Coca Cola”
Objective:
1. To study about the effectiveness of the promotion of the new product launched by
HCCBPL- Minute Maid Nimbu Fresh, in three localities of Guwahati city segmented
on the basis of Consumer Income Level.
2. To study the consumer satisfaction level towards the new product launched by Coca-
Cola- Minute Maid Nimbu Fresh.
Methodology: The study was essentially of qualitative nature on the opinion survey.
Sampling Plan: The sampling technique used is stratified sampling, in which the population is
subdivided into strata or subpopulations. This was done because the study was done on three
areas segmented by consumer income level. The sample size was for this survey was 150- 75
retailers and 75 customers.
Findings: Findings are presented in the later part of this report on the basis of both retailer’s and
consumer’s responses.
CONTENTS
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CHAPTER 18 : Learning……..Page | 36
CHAPTER 19 : Annexure – Questionnaire for retailers and Questionnaire for
consumers……..Page | 37-39
The Coca- Cola Company, the largest soft drink company in the world, was founded in 1892 and
is today engaged primarily in the manufacturing and sale of syrup and concentrate for Coca-
Cola. Coca-Cola, the product, was born in Atlanta, Georgia, on May 8, 1886 when John S
Pemberton, a local pharmacist concocted the caramel-colored syrup in a three-legged brass
kettle in his backyard. Pemberton’s bookkeeper, Frank Robinson, chose the name for the drink
and penned it in the flowing script that became the Coca- Cola trademark. Mr. Robinson
suggested the name Coca-Cola because both the name Coca and Cola named of the ingredient.
The company is the world’s leading manufacturer, marketer and distributor of non-alcoholic
beverage concentrates and syrups and produces nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators, distributors, fountain retailers and
fountain wholesalers. The Company’s beverage products comprises of bottled and canned soft
drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to
this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began
building its global network in the 1920s and now operates in more than 200 countries. The Coca-
Cola Company and its network of bottlers comprise the most sophisticated and pervasive
production and distribution system in the world. More than anything, that system is dedicated to
people working long and hard to sell the products manufactured by the Company. This unique
worldwide system has made The Coca-Cola Company the world’s premier soft-drink enterprise.1
CHAPTER 2:
BOARD OF DIRECTORS:
• Muhter Kent. (CEO & President)
• Herbert A. Allen
• Ronald W. Allen
• Charlie E. Dean
• Cathleen Black
• Barry Diller
• Donald Keogh
• Donald McHenry
• Sam Nunn
• James Robinson
• Peter Ueberroth
• James B. Williams
MISSION:
• To Refresh the World... In body, mind, and spirit.
VISION:
• People: Be a great place to work where people are inspired to be the best they can be.
• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
• Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
• Productivity: Be a highly effective, lean and fast-moving organization.2
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Sustainab
le
CHAPTER 3: BUSINESS Growth
MODEL OF COCA COLA COMPANY:
Fountain Syrup
Distributor
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Retailers Sub-dealers
SudDDDeD
Consumers
An agreement with the Parle Group gave the Company instant ownership of the top soft drink
brands of the nation. With access to 53 of Parle’s plants and a well set bottling network, an
excellent base for rapid introduction of the Company’s International brands was formed. The
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Coca-Cola Company acquired soft drink brands like Thumps Up, Goldspot, Limca, Maaza,
which were floated by Parle, as these products had achieved a strong consumer base and formed
a strong brand image in Indian market during the re-entry of Coca-Cola in 1993.Thus these
products became a part of range of products of the Coca-Cola Company.
OPERATIONS:
At present Coca-Cola is one of the top investors in India. During this last decade company has
invested more than US $1 billion in India. Recently it has invested US $100 million in its
operations .The Company has 27 company owned bottling plants (COBO- Company Owned
Bottling Operations) and all the plants have earned ISO14001 Environment Management System
Certificate. It also appoints franchisees for bottling operations (FOBO- Franchisee Owned
Bottling Operations). Apart from this the company has a network of 29 Contract Packers that
facilitate the manufacture process of a number of products for the company.
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DISTRIBUTION:
HCCBPL has a supporting distribution network consisting of more than 700,000 retail outlets
and 8000 distributors. Almost all goods and services required to cater to the Indian market are
made locally, with help of technology and skills within the Company. The complexity of the
Indian market is reflected in the distribution fleet which includes different modes of distribution,
from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of
Indian cities and trademarked tricycles and pushcarts.
➢ Channel
➢ Volume Per Outlet(VPO)
➢ Consumer Income Level
BASED ON CHANNEL:
B) CONVENIENCE :
Convenience outlets are those outlets where people visit regularly for various purposes
like stationary shop, S.T.D – Booth, Betel Shop and General Store.
C) GROCERY :
A grocery is a shop from where we buy items like rice, atta, dal etc.
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According to the volume of sale in the outlets the company has adopted a unique policy
of categorizing the outlets in four different segments such as:
➢ DIAMOND
➢ GOLD
➢ SILVER
➢ BRONZE
1. DIAMOND:
Those outlets which have an annual sale of more than 800 crates of Coca-Cola
products.
2. GOLD:
Those outlets which have an annual sale between 500 to 799 crates of Coca-Cola
products.
3. SILVER:
Those outlets which have an annual sale between 200 to 499 crates of Coca-Cola
products.
4. BRONZE:
Those outlets which have an annual sale of less than 200 crates of Coca-Cola products.
SEGMENTATION MODEL
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The competitors to the products of the company mainly lie in the non-alcoholic beverage
industry consisting of juices and soft drinks. The key competitors in the industry are as follows:
PepsiCo: The PepsiCo’s challenge to keep up with its archrival, the Coca-Cola Company, never
ends for the World's # 2 carbonated soft-drink maker. The company's soft drinks include Pepsi,
Mountain Dew, and Slice. Cola is not the company's only beverage; PepsiCo sells Tropicana
orange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices
and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together, a market share of 95% out
of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi.
Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk
products, Baby foods and Chocolates. But the iced tea that is Nestea which has been introduced
into the market by Nestle provides a considerable amount of competition to the products of the
Company. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is
healthier when compared to fizz drinks. The flavored milk products also have become substitutes
to the products of the company due to growing health awareness among people.
Dabur: Dabur in India, is one of the most trusted brands as it has been operating ever since times
and people have laid all their trust in the Company and the products of the Company. Apart from
food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit
juice. These products give a strong competition to Maaza and the latest products Minute Maid
Pulpy Orange and Minute Maid Nimbu Fresh.
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There are two manufacturing plants (COBOs) in the North East Division. They are-
1. Bornihat- manufactures 600 ml and 1.5 ml pet
2. Jorhat- manufactures 300 ml returnable glass bottle (RGB)
The manufacturing plants transport the bottles to the various distributors and the depot in
Beltola. There are 106 distributors across North East. Guwahati has 5 distributors namely;
Swastik, Ramdeo Enterprise, Darshana, Maa Kamakhya and Purnima. Swastik was the leading
distributor among all the distributors with a yearly turnover of 8 crores in 2008.
Coca Cola is the leading soft drink brand in North East and Guwahati with a market share of
75%. The company has a capital turnover of 100-150 crores/year with a sales turnover of 22
lakh cases/year in North East including Guwahati.
North east provides a diverse market which is widely spread starting from Guwahati in the plains
to the hills of Arunachal Pradesh. The company faces a lot of problems in transporting the
products to the different regions owing to the difficult terrain and extreme weather conditions at
times such as floods, landslides, insurgent areas etc.
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The names of the distributors in Guwahati city with their area of distribution are mentioned as
follows:
1) Swastik:
Area covered: Barnihat, Jorabat, Nelly, Jagiroad, Sonapur, Khanapara, Beltola, Ganeshguri,
Punjabari, Satgaon, Narangi, Noonmati,Chandmari, Guwahati Club, Silpukhuri, Zoo Road,
Commerce College, Bhangagarh, Uzan Bazar.
2) Ramdeo Associates:
Area covered: Paltan Bazar, B.Baruah Road, Ulubari, Manipuri Basti, G.S. Road, G.M.C. Road,
South Sarania, Chatribari, Sarab-Bhati, Rehabari, Athgaon, Cycle Factory, Bishnupur,
Kalapahar, Udalbakra, Kotabari, Lokhra, Adagodown, Fatashil Ambari, Dhirenpara, Rajgarh and
Birubari.
3) Purnima Enterprise:
Area covered: Fancy Bazar, A T Road, Bharalumukh, Santipur.
4) Maa Kamakhya:
5) Darshana Enterprise:
GM
AHRM
HRE
MD FE
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Abbreviations
GM – General Manager.
FM – Finance Manager.
MM – Marketing Manager.
FE – Finance Executive.
ME – Marketing Executive.
MD – Market Developer.
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Minute Maid is a 62-year-old brand and entered the Coca-Cola fold in 1960.The history of the
‘Minute Maid’ brand goes as far back as 1945 when the Florida Foods Corporation developed an
orange juice powder. The company developed a process that eliminated 80% of the water content
in orange juice to form a frozen concentrates which, when reconstituted created orange juice.
The product was thereby branded ‘Minute Maid’, a name signifying the convenience and the
ease of preparation i.e. the drink could be prepared in just about a minute. Minute Maid thus
moved from a powdered concentrate to the first ever orange juice from concentrate. Over the
years, through innovation and unmatched consumer experience provided in over 60 countries,
Minute Maid brand has clearly become one of the world's largest juice and juice drink brands.
There are over a 100 products in the Minute Maid banner that include fruit drinks in various
flavors. The first product under the Minute Maid Brand to be launched in India was Minute Maid
Pulpy Orange in 2007.3
Minute Maid Nimbu Fresh, a lemon juice based drink, is the latest addition to the Coca-Cola’s
stable. It has been especially developed for the Indian consumers without any added color or
preservatives. ‘Minute Maid Nimbu Fresh' is made from great quality fresh lemon juice
concentrate, providing consumers with a great refreshing experience - just like natural, home-
made ‘nimbu pani'. Innovative consumer proposition of Minute Maid Nimbu Fresh is best
explained by the brand's tagline – ‘Bilkul Ghar Jaisa' (just like home)
It is made available in two pack sizes- 400 ml PET and 1 liter PET all affordably priced at Rs
15 and Rs 40 respectively.
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Along with these the following items were distributed in the outlets for displaying of the
product:
a. Base Lemon Unit (BLU)
b. Foam Bunting.
c. Thermo Foam posters.
d. Shell shaped display unit.
e. Backing Sheaths.
f. Hanging rack.
g. Cooler door stickers.
h. Posters.
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PRINCIPAL OBJECTIVES:
1. To study about the effectiveness of the promotion of the new product launched by
HCCBPL- Minute Maid Nimbu Fresh, in three localities of Guwahati city segmented
on the basis of Consumer Income Level.
2. To study the consumer satisfaction level towards the new product launched by Coca-
Cola- Minute Maid Nimbu Fresh.
SUB OBJECTIVES:
Minute Maid Nimbu Fresh is the latest addition in HCCBPL’s impressive product line. Although
the product was launched in India, in the state of Tamil Nadu, in January this year it was
launched in Assam on 22nd April 2010. As such the company has adopted many strategies for the
promotion of the product in the city. The effectiveness of these promotional activities and also
the satisfaction level of the consumers towards the product among the various consumer classes
in very crucial. Also whether the product has received the same kind of response among the
different classes of consumers is a very important issue. So this study was undertaken in the
three areas, segmented according to consumer income level, to find out about effectiveness of the
promotional strategies and level of consumer satisfaction
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Research Design:
A research design calls for developing the most efficient plan of gathering the needed
information. A research design is the specification of methods and procedures for acquiring the
information needed. It is overall operational pattern or framework of the project that stipulates
what information is to be collected from which source and by what procedure. For the present
research – it is a descriptive one as it describes certain market characteristics or functions.
Sampling Design:
The sampling technique used is stratified sampling, in which the population is subdivided into
strata or subpopulations. This was done because the study was done on three areas segmented by
consumer income level. The sample size was for this survey was 150- 75 retailers and 75
customers. This was done in the following manner:
Class
Retailers Customers
Primary data has been collected by conducting a survey among the customers i.e. the retailers
and consumers in the three income group areas under the distributor Ramdeo Enterprise, in
Guwahati city through using a questionnaire.
Secondary data have been collected from journals, leaflets, booklets and unpublished records of
the organization.
RETAILERS’ RESPONSES
Explanation: In the High income locality 52% of the outlets rated availability as Good and 36%
as Fair while these ratings were 48% and 20% in case of Medium income locality and 76% and
16 % in case of Low income locality. The Poor rating is the highest in the Medium income level
at 24%, while the Very good rating is consistent at 8% in all the three cases.
Inference: Availability is best in the Low income locality followed by High income locality. In
the Medium income locality it is the lowest.
Explanation: In the High income locality 16% of the outlets rated the demand of MMNF as
High and 44% as Medium. In case of Medium income locality these percentages were 24% and
40% respectively and 12% and 36% respectively in case of Low income locality. The Low
demand rating was most in the Low income locality at 52% while in High income and Medium
income localities it was 40% and 36% respectively.
Inference: Demand is highest in the Medium income locality followed by High income locality.
It is lowest in the Low income locality.
Explanation: In the High income locality 12% respondents rated the response to
MMNF as Satisfactory, 28% as Not satisfactory and 60% were neutral. In the
Medium income locality 36% rated MMNF as having a better response than LMN
and 28% rated the response to LMN as better, the remaining 36% were not sure. In
the Low income locality 20% outlets rated the response to MMNF better and 40%
rated LMN’s response better. The remaining 40% were not sure.
Inference: The response to MMNF vis-à-vis LMN is the best is Medium income
locality and the most adverse in the Low income locality.
Explanation: In the High income locality 72% outlets rated the pricing of MMNF as
Satisfactory and 12% rated it as highly satisfactory, while the remaining 16% only
rated it as unsatisfactory. In the Medium income locality 80% of the retailers rated
the price as satisfactory and 8% as highly satisfactory, while only 12% rated it as
unsatisfactory. In the Low income locality 72% rated the price as satisfactory and
8% rated it as highly satisfactory and 20% rated it as unsatisfactory.
Inference: The satisfaction level of the retailers towards the price of MMNF is the
greatest in the Medium income locality and the smallest in the Low income locality.
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Explanation: In the High Consumer Income locality 56% of the respondents said
displaying the product in the outlet was the best means for promotion of the product.
They were followed by TV ads at 32%. In the Medium Consumer Income locality
52% rated display as the most ideal medium followed by TV ads at 40% and
hoardings and posters at 8%. In the Low Consumer Income locality 72% picked
display as their choice as the best promotional tools followed by TV ads at 20% and
hoardings at 8%.
Inference: Displaying of the product in the outlet is rated high across all the three
localities followed by TV ads.
Explanation: In the High Consumer Income locality 52% of the respondents agreed
that the sales of MMNF have increased due to the promotional activities, while 20%
responded in negative and 28% remained undecided. In the Medium Consumer
Income locality 48% said that the promotional activities were successful in
increasing the sales while 28% were of the opposite view and 24% were not sure. In
the Low Consumer Income locality 24% said that sales have increased but 36% did
not agree to this view and 40% were neutral.
Inference: The satisfaction level of the retailers towards the effectiveness of the
promotional activities was the highest in the Medium Consumer Income locality
followed by High Consumer Income locality and was lowest in the Low Consumer
Income locality.
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Explanation: The retailers were asked if they had any further comments about
MMNF. Amongst various issues taste, distribution, and the need for more promotion
constituted nearly 70% of the responses. In the High Consumer Income Locality 36%
said the taste of the product was not satisfactory where as 8% of the respondents said
that more distribution and promotion are needed. In the Medium Consumer Income
locality these percentages were 32% for taste, 28% for distribution and 4% for
promotion while in the Low Consumer Income locality it was 44% for taste, 16% for
distribution and 24% for more promotion.
Inference: Most of the retailers irrespective of locality feel the taste of the product
was not satisfactory. This was followed by need for more distribution and more
promotion.
Explanation: In the High Consumer Income locality 60% of the respondents said that they
came to know about the product from TV ads followed by 28% respondents who said that
they became aware of the product when it was displayed in an outlet and the remaining 12%
said they came to know about the product from hoarding and posters. These percentages
were 52%, 40% and 8% respectively in case of Medium Consumer Income locality and for
Low Consumer Income locality they were 72%,28% and 8% respectively.
Inference: TV ads are selected by the consumers as best means of promotion across all the
income class localities followed by display in outlets and hoardings and posters.
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Explanation: In the High Consumer Income locality 68% of the respondents rated the price of
MMNF as satisfactory, followed by 12% rating as highly satisfactory. The remaining 20% were
dissatisfied with the price. In the Medium Consumer Income locality 72% were satisfied with the
price, 12% highly satisfied and 16% dissatisfied. In the Low Consumer Income locality 60%
were satisfied with the price, 4% highly satisfied and 36% dissatisfied.
Inference: Satisfaction level of the consumers regarding the price of MMNF is highest in the
Medium Income Locality followed by High Consumer income locality. Satisfaction level
regarding price is much less in the Low Income locality as compared to the other two income
class localities.
Explanation: In the High Income locality 72% respondents rated the quality of packaging of the
product as good while 28% rated it as excellent. In the Medium Income locality 68% rated the
packaging as good while 28% rated it excellent and 4% poor. In the Low Income locality 68%
rated the packaging as good where as 20% rated it as excellent and 12% as poor.
Inference: The response to the packaging was most favorable in the High Consumer Income
locality, followed by Medium Consume Income locality. It was least favorable in the Low
Consumer Income locality.
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Explanation: In the High Income locality 40% of the respondents said that they were satisfied
with the taste of the product, while 8% said that they were highly satisfied with the taste. But
majority 52% respondents were dissatisfied with the taste. In the Medium Consumer Income
locality 44% response was recorded for both satisfied and dissatisfied while 12% respondents
were highly satisfied with the taste. In the Low Consumer Income locality 32% were satisfied
and 4% were highly satisfied with the taste while 64% were dissatisfied with the taste.
Inference: The satisfaction level of consumers towards the taste of MMNF is highest in the
Medium Consumer Income locality while it is lowest in the Low Income locality.
Explanation: In the High Income locality 36% rated MMNF better than LMN where as 36%
rated it as worse. The remaining 40% were neutral. In the Medium Income locality these
percentages were 40% as better, 20% worse and 40% neutral while in the Low Consumer
Income locality the ratings were 32% better, 28% worse and again 40% neutral.
Inference: In the Medium Consumer Income locality most consumers prefer MMNF over LMN.
This is followed by High Consumer Income locality.
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1. On the whole availability of the product is good except for Medium Income localities
where it was a little less than the other areas. Also when retailers were asked about other
issues for the product 28% of the respondents from Medium Income area said supply is
inadequate.
2. Demand of the product is good on the whole with Medium Income area being the highest.
Demand is a little less in the Low Income localities.
3. Response of the product vis-à-vis its competitor LMN is quite satisfactory in High and
Medium Income areas. In the Low Income localities LMN has a better edge over MMNF
as compared to other income class areas.
4. The price of Minute Maid Nimbu Fresh is quite satisfactory according to retailers across
all the consumer income class areas.
5. Retailers across all the consumer income class areas rated displaying of the product in the
outlet as the best means to promote MMNF.
6. According to majority of the retailers of High Income and Medium Income area the
various promotional activities have increased sales, but the retailers of the Low
Consumer Income locality are of the opposite view. If we take a look at the complete
picture the sales have increased from 525 cases or Rs. 173250 in April to 675 cases or Rs.
222750 in May i.e. an increase of 22.2%. So we may conclude that the promotional
activities were successful.
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1. According to the responses of consumers across all the consumer income class localities
TV ads is the best way to promote MMNF.
2. Satisfaction level of the consumers towards the price of MMNF was satisfactory though
in the Low Income area it was a little less in the Low Income area. But on the whole
consumers’ response was that MMNF is a “value for money” proposition.
3. Packaging of the product is quite good according to the consumers of all the income
classes.
4. The taste of MMNF has been rated as dissatisfactory by a large portion of the consumers
across all the areas - 52% in the High Income area, 44% in the Medium Income area, and
64% in the Low Income area. When probed further these consumers unanimously said
that the taste is “artificial” and not like natural lemon juice.
5. Most of the consumers in all the three areas have chosen MMNF over its competitor
LMN as the more preferred drink.
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Date-
I am a student of Don Bosco Institute Of Management, Guwahati, conducting a market research on “Effectiveness of
the Promotional Strategies for Minute Maid Nimbu Fresh and Its Customer Satisfaction” under Hindustan Coca-
Cola Beverages Private Limited, in Guwahati City. Kindly extend your cooperation in filling this questionnaire and
enable to conduct the research successfully.
Location –
Channel-
1. Availability of Minute Maid Nimbu Fresh in peak season i.e. in summer season --
4. Price of Minute Maid Nimbu Fresh according to consumer view point is -----
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5. According to you which one is the best media to promote Minute Maid Nimbu Fresh ---?
6. Do you think that the promotional strategies adopted for Minute Maid Nimbu Fresh by Coca Cola
are effective and have led to increase in the sales of MMNF?
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THANK YOU
Date-
I am a student of Don Bosco Institute Of Management, Guwahati, conducting a market research on “Effectiveness of
the Promotional Strategies for Minute Maid Nimbu Fresh and Its Customer Satisfaction” under Hindustan Coca-
Cola Beverages Private Limited, in Guwahati City. Kindly extend your cooperation in filling this questionnaire and
enable to conduct the research successfully.
Location –
1. How did you come to know about our product Minute Maid Nimbu Fresh?
2. How satisfied are you with the price of Minute Maid Nimbu Fresh?
4. How satisfied are you with the taste of Minute Maid Nimbu Fresh?
5. How would you compare our product, Minute Maid Nimbu Fresh, with its competitor Parle Agro’s
LMN?
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THANK YOU
BOOKS:
1. Kotler, Philip; Keller, Kevin Lane; Koshy, Abraham and Jha Mithileshwar – Marketing
Management (Thirteenth Edition, 2009), Published by Dorling Kindersley(India) Pvt.
Ltd.
2. Malhotra, Naresh K. and Dash, Satyabhusan – Marketing Research (Fifth Edition,
2009), Published by Dorling Kindersley (India) Pvt. Ltd.
OTHER SOURCES:
REFERENCES:
1 Source: Coca Cola India
2 Source: http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html
3 Source: http://www.coca-colaindia.com/brands/brands_porange.aspx