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A Study On Consumer Preference Regarding Cold Drinks in
A Study On Consumer Preference Regarding Cold Drinks in
AT MEERUT
SUBMITTED TOWARDS PARTIAL FULFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO
(GBTU, Lucknow)
Academic Session
[2009-2011]
Submitted By
VIKAS KUMAR
MBA III Sem.
Roll No. 0907470103
Under the Guidance of:
External Supervisor: Internal Supervisor
Mr. Praveen Chaudhary Mr. Prashant Sharma
(Area Sales Manager ) Faculty of Management
Moon Beverage Pvt. Limited DIMS, Meerut
1
PREFACE
help a lot to my studies market if a proper attempt is made on the part of the students
DRINKS AT COCA-COLA”
This project is mainly based on in - depth study on consumer prefences and present
I have placed in my best efforts in making this report a satisfaction but still I'll
2
ACKNOWLEDGEMENT
The making of any report calls for contribution and co-operation from many others
besides the individual alone. It is the result of meticulous effort put in by many minds
that contribute to the final report formation and this report is no exception. Several
eminent people have valuable contribution to this report through their inputs.
Sharma , Faculty of Management, DIMS, Meerut for their able guidance at every
I am also thankful to our parents, family members, seniors & friends for their support
in completing my project.
Last but not the least, my heart also feels to thank and offer a grateful
appreciation to every one whom I could not mention here but have directly or
indirectly supported and helped me to face this challenge and complete this project
right in time.
VIKAS KUMAR
3
DECLARATION
Management
VIKAS KUMAR
4
CONTENTS
PART - I
Executive Summary 6
Company Profile 7
Genesis – History 21
Organisation Structure 28
Product of Company 31
Competitor 42
Marketing Mix 50
PART – II
Research Methodology 88
Limitations 111
Conclusions 113
Questionnaire 118
Bibliography 120
5
EXECUTIVE SUMMARY
I have done two surveys, one is Route Ride Survey and another one is
In trade channels, I counted the types of channel from where the cold
drink is selling for example like Pan Shop, Tea Stall etc. and also the
average sale of the cold drink at that shop. I have also found out the
outlets in which we covered each and every retailers at every route and
we have to check that all the brands and packs of coke are visible or not
visit of company officer’s to the retailers that’s why the retailers prefer
to sell Pepsi in comparison with Coke. And the other problem is that the
6
7
COMPANY PROFILE
If we Indians recall our memory there was a time when one was asked for a
soft drink, the brand that comes and gave a knock on our mind was Coca-Cola. Coca-
Cola, the word most admired trademark has maintained its special a sense of
belongingness to India, which had resulted some sort of its monopoly throughout the
Indian soft drink market. It has been said that the internal environment of the industry
has been greatly effected from its internal environment. The same thing was also
happen with this famous company. When the Government policy were in introduce
and forced this MNC's to go outside from the India market. Hence, it was thrown out
of India in the year 1977. A lacuna was created at that time in the country's soft drinks
market. How ever after a gap of 17 years, the Coca-cola has reappeared in the soft
drinks market of India, by making itself more strong and confident in this field.
In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a 70% share,
Lemon 10% and Orange 20%. There appears to be a concentrated rush to bag a share
in the soft drinks market. Due to a manifold increase in the demand of soft drinks
large number of company has entered into this competitive market scenario.
In India two major companies engaged in soft drinks market are Pepsi and
Coca-Cola. While RC cola is still a novice in the Indian Market, although it being the
8
Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola dominated the
Americans soft drinks industry. Pepsi-Cola was a drink costing less to manufacturers
During the Second World War Pepsi and Coke, both of them enjoyed a huge
sale. After the war the Pepsi sales started to fall relatively to Coke. The factors which
were responsible for the decline in Pepsi sales were poor image, poor task force, poor
It was a momentous day when Coca-Cola staged its reliance in India. Coca-
Cola was relaunched again in India in Sep. 1993 at Hathras near Ghaziabad, where the
first bottling facility of Coca-Cola in India was switched on. The Indian people
welcomed the come back of their most loved cola in the country with great
enthusiasm and vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports
Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza, K.
Soda,Kwater,Coke.
In 2000, the company opened a new bottling plant at Dasna in Ghaziabad distt.
For the supply of 300 ml Bottle and 1.5 liter Bottles. This plant is more settled
9
THE COCA-COLA COMPANY ANNOUNCES FIRST QUARTER 2004
RESULTS
Chairman and CEO Doug Daft: "Throughout the quarter, we achieved share gains
Reported earnings per share were $ 0.34 for the quarter, which included a net
negative $ 0.03 per share impact from a charge related to streamlining initiatives
The Company expects strong cash flows to continue in the future. Cash from
operations for he quarter was $ 599 million, including the impact of a $ 145
The Company repurchased 8.3 million shares of its common stock for $ 319
million during the first quarter and intends to repurchase approximately $ 1.5
billion of its stock in 2004. Dividend increased 10 percent in 2004, reflecting the
Atlanta, April 16, 2004 - The Coca-Cola Company reported first quarter earnings per
share of $ 0.34, compared to a net loss share of % 0.08 for the year - ago quarter. First
quarter reported results included a net reduction of $ 0.03 per share related to the
10
previously announced streamlining initiatives and a gain related to a litigation
settlement. The prior year loss resulted from the adoption of SFAS No. 142 -
"Goodwill and Other Intangible Assets, "and other charges/ gains. Worldwide unit
case volume increased 4 percent in the first quarter, reflecting 3 percent volume
The beverage industry has not been immune to the week global macroeconomic
In addition to these factors, the beverage industry, including the Company, was
from home" consumption caused by the war in Iraq, a lengthy national strike in
Venezuela, a change in deposit laws in Germany, and a shift in the timing of the
Easter holiday.
Doug Daft, chairman and chief executive officer, said, "The results of the Coca-Cola
Company are always driven by the operational, financial and brand strengths of our
entire system in our markets. Given the current volatile worldwide environment, our
management team has continued to carefully monitor worldwide events and respond
rapidly and effectively. We have enhanced productivity and cost efficiencies. We are
also targeting our resources to the markets of greatest opportunity and stability, while
taking all necessary steps to protect our business in more challenging markets.
11
speed and professionalism. Looking ahead, we are confident our results will improve
during the year as we move beyond the short-term external factors that impacted this
quarter".
Financial Highlights
First quarter 2004 reported results were $ 0.34 per share, which included a net
initiatives and a gain related to a litigation settlement. Prior year first quarter
results reflected a net loss of $ 0.08 per share, which included the net reduction of
& 0.42 per share reflecting the adoption of SFAS No. 142 - "Goodwill and other
Intangible assets, " and other charges/ gins. The individual impact of these items
First First
Quarter Quarter
2004 2003
Income (Expense) Per Share
Items Impacting Results:
Streamlining Initiatives ($ 0.04)
Gain on Litigation Settlement $ 0.01
Cumulative Effect of Adopting SFAS 142-- $ 0.37)
Cash from operations for the quarter was $ 599 million, including the impact of a
$ 145 million contribution to the Company's U.S. pension plan. The Company
12
The Company repurchased 8.3 million shares of its common stock for $ 319
million during the first quarter and intends to repurchase approximately $ 1.5
The company increased its dividend 10 percent in 2004, reflecting the 41st
OPERATIONAL HIGHLIGHS
North America
Unit case growth was 3 percent for the first quarter, driven by solid performance
Division.
The overall industry growth was negatively impacted by the timing of the Easter
holiday, poor weather conditions, and weaker traffic in restaurants, hotels and
leisure channels. Despite these factors, the Coca-Cola system remained focused on
local execution, resulting in growth that outpaced the total nonalcoholic ready-to-
categories.
Results during the quarter were fueled by over 2 percent growth in Trademark
from Vanilla Coke, diet Vanilla Coke, diet Coke and the continued expansion of
13
from Minute Maid Lemonades. Unit case volume also benefited from last year's
14
ASIA
Unit case volume increased 8 percent for the quarter, cycling 9 percent growth in
India and Thailand. Trademark Coca-Cola and Fanta continued to drive the
growth in many key markets, along with strong performance of local brands such
In China, 21 percent growth in unit case volume was led by double - digit growth
beverages to develop with the introduction of Nestea and the continued expansion
of Qoo.
In Japan, unit case volume declined 2 percent in the quarter, cycling 6 percent
growth in the prior year first quarter. Solid growth in both January and February
was offset by a sharp decline in industry trends during March. Despite the
during the quarter in the highly profitable tea, coffee and carbonated soft drink
categories.
during March, the Company and several of its bottling partners announced plans
15
efficiency in procurement, production and logistics, and develop a flexible supply
system that will respond to changes in consumer and customer needs, as well as
LATIN AMERICA
Unit case volume increased 5 percent in the first quarter, led by strong growth in
Mexico and improving trends in Argentina, partially offset by the general strike in
Veneuela.
In Venezuela, the Company's operations were shut down during the general strike
that lasted throughout the month of January and most of February. As a result,
operating income and equity income were negatively affected by the strike.
Further, the situation reduced the Company's unit case growth rate for all of Latin
America by more than I point in the first quarter. Full distribution was restored
across all channels and outlets during the month of March and should continue for
Maxico unit case volume grew 14 percent in the quarter driven by strong
performance from Fanta and Lift, the continued expansion of the Company's non-
carbonated beverage business, the launch of the Real campaign, and the
In Argentina, unit case volume grew 7 percent in the first quarter, reflecting the
16
economic crisis. Further, as a result of a strong emphasis on refillable packages,
brand Coca-Cola share of sales has increased 2 points versus the prior year first
quarter.
17
EUROPE, EURASIA AND MIDDLE EAST
Unit case volume in the first quarter declined 1 percent, cycling 8 percent growth
in the first quarter of the prior year. While the Company had solid performance in
many markets, first quarter results were winter weather conditions in Eastern
Overall results for the Group benefited from successful new products such as diet
Coke with lemon, Vanilla Coke, and Sprite Ice Cube being introduced during the
concentrate price and brand mix management as well as a diligent focus on the
Unit case volume declined 10 percent in Germany during the quarter as a result of
returnable packages for beer, carbonated soft drinks and water. The unexpected
returnable packages and to other beverage categories that were not impacted by
While this change in deposit laws is disruptive in the short-term, the Coca-Cola
packages and initiatives in the second quarter that are expected to lead to growth
18
AFRICA
Unit case volume growth of 3 percent in the quarter, cycling 11 percent growth in
The Southern and East Africa Division continues to generate solid growth while
parts East Africa have been negatively impacted by the challenging operating
environment. Despite the environment across North Africa, The Company has
The Coca-Cola Real campaign has been introduced in South Africa and Nigeria
and is Currently being rolled out across the rest of Africa. As a result, in Sourth
company is continuing the introduction and expansion of juice and juice drinks
fundamentals to drive profitable volume for the system. These initiates include
new cold outlet creation, improvements in market execution and availability and
affordable packaging.
Streamlining Initiatives
During the first quarter of 2004, the Company initiated steps to streamline and
19
In North America, the Company is integrating the operations of its three separate
These initiatives are proceeding as planned and resulted in a first quarter pre-tax
charge of $159 million, or $0.04 per share after tax. As previously announced, the
streamlining initiatives are expected to result in a full - year 2004 charge to earnings
of approximately $400 million on a pre-tax basis. The remainder of the charge will be
Separate from the streamlining charge, as a result of the above initiatives, the
Company's financial results are expected to benefit by at least $50 million (pre-tax) in
2004 and at least $100 million (pre-tax) on an annualized basis beginning in 2005.
During the course of the first quarter, the Company reached a settlement with certain
defendants in a vitamin antitrust litigation. In that litigation, the Company alleged that
vitamins used in the manufacturing of some of the Company's products. During the
approximately $52 million on a pre-tax basis, or $0.01 per share on an after tax basis.
The amount was recorded in the income statement as a reduction of cost of goods sold
in the first.
20
A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA-COLA
Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men
struck one of the most lucrative business deals in US history. Joseph Whitehead and
Benjamin Thomas offered Coca-Cola Company owner Asia Candler a dollar for the
right to bottle soft drinks in 1899. Today I billion soft drinks are sold each day in
Candler had purchase what would become the Cola Company for $2,300 eight years
earlier from John Pemberton, an Atlanta Phamacist who astonished the world.
Candler thought the bottling Venture would never succeed, but he signed the contract
with White Head And Thomas and way, "and the rest is history", Bob Lovell, vice
president of marketing for Coca-Cola bottling company, United Inc., said in telephone
Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple
beverages, from bottles while he was stationed in Cuba during Spanish American
War. When he returned to Chattanooga, he decided to pitch the idea of bottle soft
"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said,
"Mr. Candler did not see any future in it because the containers were not sound, but
that's how it all came about. "Thomas and Whitehead promised to pay one dollar for
the right to bottle Coca-Cola, but legend has it that no money changed hands.
21
THE IMAGE
The image is communicated all around the world in advertisement on media such as
However, image is much than just advertising every person working within the coca-
cola system is part of the image whether one is involved in creating its advertising,
making it's quality products, or selling, merchandizing and distributing its beverage
their hard work and attitude will say something to the people about its product.
Raw Material
Coca-Cola Company
Bottler
Customer
Consumer
22
COCA COLA: THE STORY BEHIND
Georgia. The drink was sold ad refreshing elixir at the fountain counter of Jacob's
Pharmacy of which Dr. John Pemberton was part owner, unaware that the pharmacist
had given birth to a caramel colored syrup which is now the chief ingredient of the
worlds favorite drink. Today the white-on-red flow of Coca-Cola is familiar sight in
more then 195 countries. The syrup combines with the carbonate water to fuel a $
16.2 billion corporation that has captured a 46% Slice of the global soft drinks market.
The company estimates that the drink is served more than 773 million times every day
and if all Coke ever produced were filed in standard bottles and placed end to end it
The story of Coca-Cola is a story of a drink and its charm with the consumer. The of
ecstasy and again that the drink has caused to those dedicated to its growth Pemberton
first managed to sell and average of 9 drinks per day, though a shop called Jacob's
formed the coca-cola company with the initial stock of $100,000. Coca-Cola was
registered at the US patent office in 1893, and began selling at soda fountains for 5
cents a glass of therapeutic refreshment 1894, I got into bottles, courtesy a candy
Five years later; the drink was being bottled on a regular basis under a region wise
franchising system; and its first competitor Pepsi cola, Coca-Cola's first bottling plant
23
taste of cola was an outstanding success. Over the next two decade the number of
plants crossed 1000. In a bit to difference the prodect, the company adopted 6.5
ounce, pale green countor bottle designed by the root glass company of Terri Haute,
The company broadened its horizons when Robert Woodruff the son of a banker who
acquired to Company for $25 million in 1919, assumed charge in 1923. He began by
carton, and gear up advertising support. It was under Wood Ruff that the brand.
Known affectionately as coke by now associated it self with sportive events. By the
early 1940's the brand was selling as the "real thing" to set it self apart from "me to"
cola's.
As a time went by the company brought out some new aerated drinks. The first one
Its birth was an accident, the company's German name is an attempt to produce Coca-
Cola without some key ingredients, turned out into an orange flavored drink instead.
its strategists who feared the dependence on just one put a cap on growth welcomed it.
While Fanta was being rolled out the company bought minute made cosrp. Which in
1967 was combined with Duncan foods to pave way for the Coca-Cola foods. Several
beverages followed the most notable being 'sprite', a lemon drink developed in the late
24
Coca-Cola had diversified the company into businesses and it even had a steam
generator and boi8ler making division. Robert C Goizueta, Cuban born 27 years
veteran took over as the Coca-Cola unlike Pepsi company depended on a single brand.
The best insurance policy that he figured was to let coke evolve to the summer
slacking it with variants, even reinventing if needed. In 1982, the company launched
what is now considered among the world's most successful brand extensions 'Diet
Coke', under the leadership of Sergio Zyman, the head of us marketing. The idea was
to retain the loyalty for the health conscious drinker who loved the taste but hated the
calories. After this it came out with cafeeine free versions of its main drinks. yet in the
US the company kept losing ground to Pepsi. zyman, a former Pepsi marketer argued
that the correct strategy was to replace 98 year old with better tasting cola, label it as
"New Coke" and blare the news which is exactly what the company did more a
decode age in 1985. But when placed on the shelves it did not budge. On wide spread
The company has about 100 brands in its portfolio but coke, Fanta and sprite account
for most of its sales. In 1994, the real thing's coke sold over 52.5 billion liters. For the
taste of it diet coke along with Coca-Cola light sold 8.5 billion liters, which makes it
the world's two top non cola drinks sold over 6.5 billion liters each. Which sprite
aimed at the independent youngster two does not care what as others drink (the as line
"obey you're a thrust"). In 1993, Coca-Cola reentered India after a 16 years ling exile,
four years Pepsi made its debut India. While Coke plays on brand nostalgia. Pepsi
address the young crowd, which unlike a in America is a dominate ort if the
population here.
25
The Coca - Cola Company
The Coca - Cola Company is the world's largest beverage company. Along with Coca
- Cola, recognized as the world's best - known brand, The Coca - Cola Company
markets four of the world's top five soft drink brands, including diet Coke, Fanta and
Sprite, and a wide range of other beverages, including diet and light soft drinks,
waters, juices and juice drinks, teas, coffees and sports drinks. Though the world's
largest distribution system, consumers in more than 200 countries enjoy The Coca -
Cola Company's products at a rate exceeding 1 billion servings each day. For more
information about the Coca - Cola Company, please visit our website at http: // www.
coca- cola.com/.
This press release may contain statements, estimates or projections that constitute
"will" and similar expressions identify forward - looking statements, which generally
are not historical in nature. Forward - looking statements are subject to certain risks
and uncertainties that could cause actual results to differ materially from The Coca -
These risks include, but are not limited to, changes in economic and political
foreign currency and interest rate fluctuations; adverse weather conditions; the
effectiveness of our advertising and marketing programs; fluctuations in the cost and
availability of raw materials; our ability to achieve earnings forecasts; regulatory and
26
legal changes; our ability to penetrate developing and emerging markets; litigation
uncertainties; and other risks discussed in our Company's filings with the Securities
and Exchange Commission (the "SEC"), including our Annual Report on Form 10-K,
which filings are available from the SEC. You should not place undue reliance on
forward - looking statements, which speak only as of the date they are made. The
27
28
ORGANIZATIONAL HIERARCHY
CHAIRMAN
PRESIDENT
VICE PRESIDENT
R.G.M.
A.G.M.
29
Where,
30
31
PRODUCT PROFILE OF Coca-Cola
32
FENTA APPLE
Beverages company Coca-Cola today introduced an apple flavoured variant for its sparkling drink brand
Fanta.
The drink, Fanta Apple , sporting a communication tagline of ‘Go Bite’ has been
developed especially for Indian consumers. The company has roped in actress Genelia
Fanta Apple will be launched in a phased manner starting with the southern states of
Andhra Pradesh and Tamil Nadu followed by a national roll-out over the next two
months.
“Fanta Apple would be retailed across 35,000 outlets in the two states in the launch
phase,” Deepak Kaul, Region Vice President South, Hindustan Coca-Cola Beverages
The new variant will be available in 200 ml and 300 ml returnable glass bottles
In addition, it would also be available in a mobile 500 ml PET pack priced at Rs 22.
Brand Fanta, already present in over 190 countries, was first launched in India in
1994.
The 360 degree marketing communication plan for the brand will involve road shows
colleges.
33
Further, a TV commercial featuring Genelia and the ‘Go Bite’ proposition of the
Fanta Apple brand will be aired starting first week of November, 2008 on all the
leading channels in the south. The entire brand campaign has been developed and
34
FUNCTION OF PLANT
First Process
Water Treatment
Raw Syrup
35
A
Ready Syrup
36
SECOND PROCESS
37
(Prefinal Wash)
Clean Bottles
38
THE FUTURE OF COCA-COLA
While dong business overseas offers Coke wonderful growth opportunities it also has
its own disadvantages. The economic slowdown in various overseas markets and the
strong dollar had their impact on Coca-Cola revenues and bottom line in 1999. But
Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola Company says,
"This past year 1999 has been a challenging period for the Coca-Cola Company as
economic environment became more uncertain in the later part of 1999, we strongly
believe that our fundamental opportunities for long term growth have not changed".
As long as maximization of share holder wealth remain coke's focus for its future4 is
assured Goizueta had stated and proven to the world that focus on shareholder wealth
does more good to the company than focus on revenues and it is not hat coke does not
enjoy volumes for it is world's No. 1 soft drink manufacture. It is not content with this
title and is aiming at higher volumes year after year. Surely coke will continue to
grow. Point on Roberto had reduced the company basically to its trademark and the
returns are so astronomical as to be off the boards. It just absolutely added a jet engine
to their performance.
39
COCA-COLA ANCHOR BOTTLERS
One of the driving forces behind coke's bottling system are that is anchored by 10
strategically signed business partners of the Coca-Cola Company, the anchor bottlers.
Anchor bottlers are a group of select companies throughout the Coca-Cola system that
40
COKE'S BOTTLING STRATEGIES
In the soft drink business the bottlers are responsible significant extent for ensuring
the availability of the products. Bottlers are supplied with concentrate to which they
add aerated water and bother ingredients before packing and sealing either cans or
bottles. Bottlers play a strategic role in the success of soft drinks companies and this
In 1986 the company merged some of its company owned bottling operations with
two large ownership groups that had been put up for sale. All these bottling activities
were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle
bottling operations. The Coca-Cola Company took 49 percent equity stake in Coca-
41
MARKET PLACE
More than a billion times everyday, thirsty people around the world reach for Coca-
Cola products for refreshment. They deserve the highest quality-every time. Our
promise to deliver that quality is the most important promise we make. And it
distributors and retailers whose success is paramount to our own. Our investment in
local communities in over 200 countries totals billions of dollars in jobs, facilities,
marketing, the purchase of local goods and services, ands local business partnerships,
the processes we use to make them, the packages we develop and the ways we bring
them to market.
42
43
COMPETITOR
The biggest and perhaps the only serious for the coca-cola worldwide has an
already been Pepsi. In India, as per as the Cola segment is concerned the with the
biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda.
Thums-up, which was the leading brand of Parley product, was acquired by Coca-
Cola just over a year ago to bolster its market share in India. Today, Thums-up along
with coke, the leading brand of the Coca-Cola Company, other still competition to
Pepsi, which despite this stiff competition is still by far the single most popular Cola
drink in India
With both the companies being backed fully by the parent concerns based in
the united state, the fight to become the dominant player in the huge Indian Soft drink
retailers are just some of the strategies being adopted by the two companies to outwit
In the Cola segment, which occupies by far the largest chunk of the soft drink
market in India, the market share of Coke is 60%while the market share of Thums-up
is 32.16%. The market share of Coke in this Cola Segment is 27.84%. The remaining
market share is occupied by the other brands, which constitute about 14% of the Cola
market share.
44
So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke
occupies a combined market share of 60% (32.16% + 27.84%) which is just higher
than the market share occupied by Pepsi on the all India basis.
The market share for the Cola segment of different in India is given in Graph below:
The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and Coca-Cola
India, The fully owned subsidiary of the $ 18.55 Billion Atlanta based "The Coca-
Cola' company to become India's No. 1 player seems likely to continue unabated over
45
PEPSI PROFILE
Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are
Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992
and now is the market leader with a market share of 26.5 percent in the cola segment.
Pepsi is in between the two of it's closet competitors as far as marketing strategies are
Traditional focus of Pepsi has been on the early teenager with a gender skew more to
the female.
Pepsi is by far the more aggressive player in the market. With in your face advertising
continuous event marketing targeting the new generation and eye catching
The company has always been innovating it's ad campaigns which has helped the
company to get top of the mind recall. From "The choice of the new generation" to
the "Freedom" campaign the company has been able to Indianise the brand. With the
help of promotional schemes Pepsi has managed to keep the brand alive and has not
let it become old. During 1995 the total ad spent by the company was Rs. 6.98 crore
only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the
46
COMPETITIVE AREA
The soft drink market all over the world has been witnessing a neck to neck battle
between the two major players, Coca-Cola and Pepsi since the very beginning. The
thirst quenchers are trying hard to have to major chunk of the pie of carbonated soft
drink market. Both the players are spending their energies in building capacity,
Coca-cola being 11 years older than Pepsi has dominated the scene in most of the soft
drink markets in the world and enjoying leadership in terms of market share. But the
Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing
the gaps regularly. The two are posing threats to each other in every nook and corner
of the world. While Coca-Cola has been earning most of its bread and butter through
beverage sales, Pepsi has a multi products portfolio with some portion from the same
business.
The two warriors are face to once again here in India with different strategies and
tactics to attack the rival. Coca-Cola is focusing upon the joint ventures with the
existing bottlers (FOBO) franchise owned bottling operations to enhance its control
on manufacturing and marketing of its products range and attain the quality standards
of its class.
Countering it Pepsi has taken the battle its own hands by floating as investment of $
95 billion to set Pepsi Company. India holdings, as subsidiary for (COBO) Company
owned bottling operations. Both the companies are following different path to reach
47
the same destiny i.e. to fetch the bigger portion of aerated soft drink market. Both
consider India a huge potential market, as per capita consumption here is a mere 3
serving annually against the world average of 80. Therefore, they are putting in their
best efforts to woo the Indian consumer who has to work for 1.5 hours to buy a bottle
cross over for both the athletes for getting No. 1 position comparison tot he inter.
Coca-Cola is well set with its 53 bottling sites through out the country giving tit an
the other hand, Pepsi, with two more years in India, has been able to set an image of a
winner in India and has been able to get the pulse of the India soft drink market. The
soft drink giants are leaving on stone unturned and her for the long terms.
Coca-Cola has been penetrating the market through its wide product range with a
upgraded the whole industry by introduction 300 ml bottles, which in turn had given
the industry a booming growth of 20% as compared to the earlier 5%. They want to
develop a coca culture here and are working on a strategy to offer soft drink in every
possible package. In Coca-Cola camp, the idea of competition has not come from
Pepsi, but from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi
is quite aggressive in its approach to Indian Consumer. They are desperately working
on the strategy to be winners in the hot cola war between two big barons. According
to Pepsi philosophy, it's the madness that encourages executive to think, to conjure up
those creative tactics to knock the fizz out their competition. Pepsi had plumbed a
large on the visibility of its blue red and white logo. They have been going with
48
Aamir Khan in their advertisement to endorse their brand, the role models for its
targeted consumer the teenagers. They have increased the fizz in the market place by
introducing the dispensers called Fountain Pepsi and has been enjoying a lead over its
rival there.
Coca-Cola on the other hand, has been working on the saying slow and steady wins
the race's side by retailing to every more of its competitor. They have procured the
shield of Thums-Up with a handsome market share in Indian soft drink market.
snoop at coke, Thums-up come with the ad line, Don't be Bandar, taste the
Thunder. Also Thums-Up has been positioned now very near to that young image of
These cool merchants have put everything on fire. It Coke got the status of the official
drink of wills. World Cup, Pepsi blushed as nothing official about it. As Thums-Up
projected as 'Saaree Jahan Se Achcha' Pepsi was passionate enough with 'Freedom
to be' and now the "Yeh Dil Mange More" when Thums-Up came with Thunder
Blast, the other offered 'Pepsi Stuff Card'. If Red is meant for coke, Pepsi has
chosen to be blue.
49
MAIN COMPETITORS
Coca-Cola Pepsi
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Crores Rs. 300 Crores
Number of Employee 140 2400
Number of owned bottling Plants 9 11
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6
Overall volume of Coca-Cola products have increased by 40% whereas the industry
growth rate is 20%. Last year total sale of soft drink Industry in India was
approximately 170 million crates. Out of these around 60% was of Cola and other
50
51
MARKETING MIX
Prof. Neil H Barden defines marketing mix as 'the appointment of effort, the
combination, the designing and integration of the elements of the marketing into a
programme of mix which will best achieve the objective of the enterprise at the give
time."
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing
enterprise.
classification of the se tools called the four P"s, product, price, place promotion.
52
PRODUCTS
Product variety
Quality
Design product
Brand name
Feature
Packaging
Size service
Warranties
Returns
PRICE
List Price
Discounts
Allowances
Payment period
Credit teams
PLACE
Channels
Coverage
Place assessments
Locations
Inventory
Transports
53
PROMOTION
Sales promotion
Advertisement
Sales Forces
Public relations
Direct marketing
54
The particulars marketing variable under each P are shown below:
4 Ps 4 Cs
PRICE WANTS
PROMOTION CUSTOMER
CONVENIENCE
COMMUNICATION
55
COMPANY PRODUCT
COKE:
56
The world’s favorite drink. The world’s most valuable brand. The most
1886, it is now the flagship brand of the largest manufacturer, marketer and
was the leading soft drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country in 1993 and made
more people, even in the remote and inaccessible parts of the nation. Coca-
Cola returned to India in 1993 and over the past ten years has captured the
thriving cinema industry, music etc. Coca-Cola has been very strongly
associated with cricket, sponsoring the World Cup in 1996 and various other
Aisi” were very popular and had entered the youth’s vocabulary. In 2002,
Coke was available for just Rs.5 across the country and this pricing initiative
together with improved distribution ensured that all brands in the portfolio
Sourav Ganguly, southern celebrities Vijay in the past and today, its brand
ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer
Virendra Sehwag.
57
THUMS UP: Strong cola Taste, Exciting Personality
Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its
confident, mature and uniquely masculine attitude. This brand clearly seeks
FANTA:
seen as one of the favorite drinks since 1940’s. Fanta entered the Indian
market in the year 1993. Over the years Fanta has occupied a strong market
brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles
that not just uplifts feelings but also helps free spirit thus encouraging one to
58
LIMCA:
Lime n’ Lemoni Limca, the drink that can cast a tangy refreshing spell on
anyone, anywhere. Born in 1971, Limca has been the original thirst choice,
of millions of consumers for over 3 decades. The brand has been displaying
healthy volume growths year on year and Limca continues to be the leading
flavours soft drink in the country. The sharp fizz and lemoni bite combined
with the single minded positioning of the brand as the ultimate refresher has
and transforms. Dive into the zingy refreshment of Limca and walk away a
new person…
SPRITE:
Worldwide Sprite is ranked as the No.4 soft drink and sold in more than
190 countries. In India, Sprite was launched in year 1999 and today it has
grown to be one of the fastest growing soft drinks, leading the clear lime
With a strong appeal to the youth, Sprite has stood for a straight forward and
honest attitude. It’s clear crisp refresh hinge taste encourages the today’s
59
youth to trust their instincts, influence them to be true to who they are and to
MAAZA:
Maaza was launched in 1976. Here was a drink that offered the same real
taste of fruit juices and was available throughout the year. In 1993, Maaza
was acquired by Coca-Cola India. Maaza currently dominates the fruit drink
category. Over the years, brand Maaza has become synonymous with
Mango. This has been the result of such successful campaigns like “Taaza
Mango, Maaza Mango” and “Botel Mein Aam, Maaza hai Naam”.
an enabler of fun friendship moments between moms and kids as moms trust
the brand and the kids love its taste. The campaign builds on the existing
equity of the brand and delivers a relevant emotional benefit to the moms
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KINLEY:
Water a thirst quencher that refreshes, a life giving force that washes all the
toxins away. A ritual purifier that cleanses, purifies, transforms. Water the
most basic need of life, the very sustenance of life, a celebration of life itself.
such as India where water governs the lives of the millions, be it as part of
Kinley water understands the importance and value of this life giving force.
promises water that is as pure as it is meant to be. Water you can trust to be
truly safe and pure. Kinley water comes with the assurance of safety from
reverse-osmosis along with the latest technology to ensure the purity of the
each and every location where Kinley is produced. Because they believe that
ABOUT BOTTLING
Coca-Cola is the most recognized trade mark and one of the largest non
61
Ingredient delivery:
Sweetener
approving and then authorizing the sugar suppliers and the list of such
authorized suppliers with approved sugar lots and along with the certificate
of analysis are sent across to all the bottling unit for procurement.
Secret Formula
Created in special concentrate plants, it's delivered, held and used under
strict controls to maintain its integrity and security. Each unit of concentrate
CO2 Formula
when delivered to the plant, carbon dioxide, or CO2, comes in cylinders for
easy delivery and storage. But what is it? In essence, it's a colorless and
odorless gas that provides the "fizz" for our beverages. But it's also a by-
product of our breathing and used by plants and trees to produce oxygen.
62
Water
since water is a key component to all our beverages, its quality is critical.
And, since public water quality varies around the world, each plant further
treats the water it uses. This means that before water is added to any of our
Materials
Ingredients are not the only things delivered to the plant. Other materials
such as bottles, cans, labels and packaging are also delivered. Our plants in
India use refillable bottles, CANS, PET etc. in the Production Process, when
bottles and cans are delivered to the plant; they are carefully inspected to
ensure that they meet our exacting standards. Once these have passed initial
To ensure quality, each bottle is washed, sanitized and rinsed before being
filled. While this sounds simple, the actual steps can differ by bottling plant.
In India, our plants use refillable glass, cans or PET bottles. To ensure they
meet our cleanliness standard, bottles are first hit with prerinse jets which
remove any dirt or debris. They are then soaked in a high-temperature deep
cleaning solution that removes any remaining dirt and sanitizes them. The
63
bottles then move to the "hydrowash" where they are washed again with a
Mixing and blending begin with the steps of mixing pure water with refined
sugar, which creates simple syrup. The syrup is then measured for the
Secret Formula
Our secret formula is... still secret! That's right; the secret formula remains a
mystery to the millions of people in nearly 200 countries that enjoys our
refreshing beverages everyday. Even though we can't tell you the secret, you
With the syrup nearing its final state, we mix it with pure water, creating the
It accurately measures the correct ratio for each and sends this mixture to the
carbonator.
64
CO2 Adding
Adding CO2 or carbon dioxide gas is the final touch that carbonates the
beverages. Carbon dioxide not only gives our beverages their effervescent
zest, but it also adds to the distinctive and familiar taste everyone has come
Filling:
Once all the ingredients have been mixed and blended and the bottles have
been cleaned and sanitized, we're ready to start filling. This is a surprisingly
Once at the filler, bottles are either held securely in place by flexible
the bottles can be filled, the inside of the bottles must be pressurized. This
allows for the force of gravity itself to draw the beverage into the bottle - a
process that ensures the smooth flow of liquid, with little to no foaming.
65
Capping:
Once filled, bottles are then capped. We use different caps for different
bottles - glass bottles are usually topped with a metal crown while "PET
BOTTLES" are topped with a plastic screw-top. Each cap type then moves
through different parts of the machine, which ensures each cap stays scratch
quality and freshness are key, we use a "no closure" detector during the
capping process and a "go-no-go gauge" or "torque meter" after the bottles
has been capped. The "no-closure" detector checks if a screw top or crowns
has been placed on bottle. The process actually stops if the detector doesn't
find a closure. The "go-no-go gauge" checks for the proper crown crimp and
the "torque meter" checks to make sure the screw-top is good and tight. If
the bottle cap isn't just right, the beverages can become flat or be affected in
66
Labeling:
Once the bottles have been filled and capped, they move on to be labeled. A
special machine dispenses labels from large rollers, cuts them and place on
the bottles. For special labels such as commemorative bottles for football
championships, the labels are sent to the bottling plants for approval, and
then used for packaging. Depending on the occasion, some of these special
bottles will go only to the specific locations. For example, a national football
championship bottle will be sent only to the home town or state of the
championship team.
Coding:
The bottle is now ready to be coded. Each one of our beverages is marked
with a special code that identifies specific information about it. The codes
simply identify the date the beverages was bottled or canned. These codes
identify the date, time, batch no. and the MRP. Product coding allows us to
67
Inspection:
We inspect bottles at many points during the process. With refillable bottles,
it happens they are first brought into the plant. They are also inspected after
they are washed and again after they are filled. Inspectors look for external
bottle imperfections and make sure each bottle has the right amount of
beverages. Even after filling, each plant samples bottles for analysis in its
Packaging:
Once our filled beverages have passed final inspection, they are ready to be
packaged for delivery. Generally, packing can refer to everything from the
and containers, to plastic rings. Because the needs and tastes of our
68
Warehousing and Delivery:
In order to make sure the freshest beverages possible get to you, each
produced each day. Beverage organization is key, though it's the bottle and
can coding that allow for the necessary precision. From the warehouse, we
load beverages onto our distinctive trucks. Night and day, our trucks are
69
CHAPTER NO-3
MARKETING STRATEGY
Outside signage
Warm Display
Inside Signage
Giving thanks.
2.PRODUCT-
It has brown colour with content of CO 2 which makes its cola flavours
330ml cane
(ii) THUMS UP :-
It has dark brown colour with very high content of co2 which makes
like:
70
300 ml glass bottle
330 ml cane
It come in many flavours like orange with light content of co2 that makes
2 lt pet bottle
(iv) LIMCA :-
It has light grey colour with light content of co2 that makes its flavours tasty.
2 lt pet bottle
330ml cane
(v) SPRITE :-
71
600pet bottle
2 lt pet bottle
330ml cane
It is of yellow colour with decent taste of Orange. it does not contain co2.it is
(vii) MAAZA :-
It is of yellow colour with decent taste of mango. it does not contain co2.
600ml pet
1.2 lt pet
(viii) SODA :-
1 lt pet bottle
2 lt pet bottle
72
2.PRICE-
The pricing of coca-cola product is very much different than any other
company.
Discount pricing
Variable pricing
Skimming pricing
73
DISTRIBUTION IN THE COCA-COLA SYSTEM
One of the value of the coca-cola system is presence that coca-cola should exist
"Our goal is to have coke available within an arm's reach of desire". To fulfill
this gool, coca-cola not only produces products, but also has an effective systems to
Distribution
merchandizing and local accounts management. These are two major types of
distribution systems.
In direct distribution, the bottler partner direct control over the activities of
74
Advanced sales and conventional sales.
In advanced sales, sales and delivery are performed by different people within the
coco-cola system.
consumers.
Merchandizing
One the products are delivered to the customer's they are promoted at the point-of-
looking at the presentation of the products through the eyes of the consumers. It is an
on-going process that help the company present its products properly to the
consumers in the market place for instance, is the display attractive? Are the product
neatly organized.
Coca-Cola presents its products for sale in four different ways. They are as follows:
Secondary Display
Coolers
75
Vending Machines
Just after independence, the Maharaja of Patiala oversaw his coca-Cola-Cola hoarding
from his huge, ornate palace, Coca-Cola export representative Frank Harrold, was
awed by the Maharaja's opulent life style. In 1993 after Coca-Cola returned to India
after a 16 years absence (beorge Fernandes threw the company out of the country in
1977 on the pre text that it had refuse to divalge its formula to Indian officials), CEO
76
PROMOTION : THE COCA-COLA WAY
Grocery shopping
Educational
At Work
The 3A's:
The strategy for reaching in creasing numbers of consumers in India is based on the
belief that consumers will buy our products it they are Available, Affordable and
Acceptable.
To provide quality customer services, and caring about the quality of performance
in respective jobs.
77
The 3A's is Coca-Cola underlying strategy for meeting its goal to reach increasing
numbers of consumer's. How does coke position its limited resources to help meet its
good. Let us explore the specific ways in which the Coca-Cola system addresses each
of the 3A's.
Availability
Some of the way sin which the Coca-Cola Company hopes to increase availability of
Affordability
Acceptability
Making coca-Cola brand products the beverage choice for any occasion's depends on
a variety of strategies to reach the target audience. The common strategies adopted to
78
MEANING OF THE PROJECT
Project gives us necessary guidance and thought for the foundation of business. A
project is an essential requirement of business and for motivated person. Prior starting
"PROJECT". Each letter of the project has its special meaning that is discussed.
P: Planning:
The first letter "p" stands for planning. Planning is the word that means prior the
construction of anything and for their arrangement there should be good planning
which gives better result in manufacturing the thing that is being prepared as well as it
R: Resource:
"R" stands for resource as. Resources give the current idea to promote the work.
O: Operation:
J: Joint Effort:
A project cannot achieve its maximum success with out the complete Co - operation
of group member.
79
E: Engineering:
C: Communication:
Communication simply means the exchange of ideas, which flows between two or
T: Techniques:
Techniques is a simply an art of performing a task the project should be finished with
80
81
OBJECTIVE OF THE PROJECT REPORT
As rightly said by the someone body. The far - reaching and pervasive changes in the
business environment necessitate & strategic thinking on the part of liberalization &
privatization of economy is now thrown open to heavy competition from the private
& public companies. It has only recently upon itself a mission to change far better
services. With the opening of the different companies have tuff a head to maintain it's
reputation as the number one company. Thus to maintain it's service quality, it needs
to continually monitors its customers it's customers needs & preferences & attitude
So, the advertisement plays an important role the buying behaviors of the customers.
Now a day, the customer is the main focal point in any industry. upto what extent
82
ADVERTISING OBJECTIVES
the case of all promotion, advertising objective should be specific. This requires that
the target consumers should be specifically identified and that the effect which
The objectives of advertising were traditionally stated in term of direct sales goals. A
that seek to inform, persuade and remind potential customers of the worthwhile ness
to the product. Advertising seeks to condition the consumer so that she may have a
favorable reaction to the promotional, message. The goal is to improve the likelihood
of the customer buying the particular product. In this sense advertising is an excellent
example of the close relationship that exists between marketing communication and
promotional strategy.
Advertising objectives serve as guidelines for the planning and implementation of the
83
THE BASIC OBJECTIVES OF AN ADVERTISING PROGRAMME
INCLUDE
used to reassure buyers that they have made the best purchase, thus building
respect and trust for an organization. This message is aimed not only at
consumers but also at the government, shareholders, and the general public.
This means that specific should be set for each particular advertisement as
84
WHAT ADVERTISING IS NOT: ACTIVITIES EXCLUDED FROM IT-
identical with those of another he cannot predict with accuracy what results his
They realize that advertising funds come form sales revenue and must be used
Advertising is not designed to deceive. Apart from ethics, the desire and hope
fairs, show, and conventions: the use of samples and the so-called publicity
activities, involving news releases and the activities of personal; selling forces:
the payment of advertising allowances which are not used for advertising the
Though these activities are not identified as advertising they all have some
85
WHAT ADVERTISING INCLUDED
will not get the continued patronage he needs to maximize his long-term
profits.
The content of the advertisement is within the control of the advertiser, not the
medium.
money.
86
ADVERTISING INCLUDES THE FOLLOWING FORMS OF MESSAGES
and poster, on roads; on radio and television broadcasts; and in circular of all kinds,
dealer help materials; window display and counter-display materials and efforts; store
signs, motion pictures used for advertising and novelties bearing advertising messages
or the4 signature.
It was descriptive Project design, the study conducted was exploratory. The method
Sample size:
The sample size for the Project was 100. The breakup of the sample size was done
Instrument used
The instrument used to gain the response of the customers was a structured
questionnaire the questionnaire conducted both closed and open ended question. The
Simple mathematical percentage method was used to analyses the responses of the
sample.
87
THE MISSION AND COMMITMENTS
"To be recognized as the global business leader, coca-cola distinguish itself. Our
ultimate challenge is to make all of our assets - out trade marks, our global
88
89
PROJECT METHODOLOGY
To make further advances in the project we devised a suitable methodology with the
help of which we could proceed further in our project. As our project was based on a
The questionnaire was carefully drafted in order to ensure and realistic information
from the customer. Also the format was such that the respondent did not irritated and
After preparing the above said questionnaire, I started to know about the effect of
advertisement on cold drinks. The response from respondents was mixed. Some are
very reluctant to fill the questionnaire and some are very supportive and further
interpretation of data taken place by the given below method. In this way I finished
90
Information Required:
Type of Project:
PROJECT METHODOLOGY
FIELDWORK
analysis and interpretation
PROJECT METHODOLOGY
91
RESEARCH METHODOLOGY
respond to change in the market place. Marketing Research including all the activities
than enable an organization to obtain the information, it need to make decision about,
its environment, its marketing mix and its present potential market.
The present research was conducted with reference to the distribution of soft
As per requirement question was formulated and care was taken to include
92
RESEARCH
Research in common partance refers to a search for knowledge. One can also
specific topic.
data making deductions and reaching conclusions and at last carefully testing the
TYPES OF RESEARCH:
research studies. The main characteristic of the method is that the are searcher has
no control over the variables. He can only report what has happened or what is
happening. Most exposit factor research projects are used for descriptive studies in
93
2. Conceptual vs. Analytical: Conceptual research is that related to some thinkers
qualitative of kind.
Some other Types of Research: Such research follows case study methods or in
depth approaches to reach the basic causal relations. Such studies usually go deep into
the causes of things or events that interest us, using very small samples and very deep
hypothesis rather than their testing, whereas formalized research studies and those
RESEARCH APPROACHES
qualitative research, on the other hand, is concerned with qualitative phenomenon, i.e.
we are interested in investigating the reasons for human behaviour (i.e., why people
94
type of qualitative research. This type of research aims at discovering the underlying
motives and desires, using in depth interviews for the purpose. Other techniques of
such research are word association tests, sentence completion tests, story completion
tests and similar other projective techniques. Attitude or opinion research i.e. research
designed to find out how people feel or what they think about a particular subject or
the behavioural sciences where the aim is to discover the underlying motives of
human behaviour. Through such research we can analyse the various factors which
motivate people to behave in a particular manner or which make people like or dislike
practice is relatively a difficulty job and therefore, while doing such research, one
Sample Units:
Two of the Number one brands in India namely brands Coca Cola and Escorts
Yamaha, respectively, were chosen on the basis of their market shares. These two
industries were chosen on the basis of the usage of the products, as the usage of
FMCG's and Consumer Durable high and is noticeable. Moreover two different
Sample Design:
Sample Design:
95
The total sample size is 120 which includes consumers of all the four brands, retailers
Data Collection:
Data was collected both from Secondary source as well as Primary data was also
collected. A structured Questionnaire method was used to collect the primary data.
Secondary data was soured from various published sources which includes magazines
like A&M, Business India and Business World. Newspapers like brand Equity, Brad
Wagon and the times on India were also used. Annual Report of Yamaha and Coca-
Cola and books like" for God, country and Coca-Cola and "Fours" by AI Ries were
also referred.
Modal Value
Correlation
Simple Average
Percentage
Data was analysed manually and with the help of computer software EXCEL, to make
96
DATA COLLECTION
1. Primary data
2. Secondary data
Primary Data:
Primary data are those, which are collected afresh, and for the first time. in this
Project work Projector has collected only primary data. The primary data has been
Secondary Data:
Secondary data are those already been collected by someone else and which have
been passed through the statistical process. Secondary data may be published or
PROJECT AREA
For the completion of my Project report Ghaziabad was allotted to me for my Project
report work. I have completed all the tasks in Ghaziabad. Ghaziabad is a big city. The
97
98
Q.1 DO YOU TAKE COLD DRINKS
YES NO
92 8
2-D Column 1
100 92
80
60
40
20 8
0
1 2
99
Q.2 Which brand you prefer most ?
51 27 10
23%
42%
35%
100
Q.3 FLAVOUR, DO YOU PREFER
45 20 10 15 10
50 45
40
30
20
20 15
10 10
10
0
COLA ORANGE LEMON PLAIN FRUIT
SODA DRINK
101
Q.4 WHEN YOU TAKE SOFT DRINK
PASS
5 10 20 35 25 5
40
35
35
30 25
25 20
20
15 10
10 5 5
5
0 LUNC H DINNER ANY TIM E F OR TIM E P AS S C ELEB RATION OCC AS S IONAL DO NOT
SOFT DRINK.
102
Q.5 WHICH FACTOR INFLUENCES WHILE CHOOSINGA COLD DRINK
OTHERS
15 5 30 45 5
50 45
40
30
30
20 15
10 5 5
0
CHILDNESS PACKING FLAVOUR TASTE ANY OTHERS
FLAVOUR
103
YES No Sometime Can't say anything
35 25 37 3
40 37
35
35
30 25
25
20
15
10
3
5
0
1 2 3 4
2-D Column 1
ADVERTISEMENT
104
Q.7 WHAT IS YOUR PREFERRED PACKING
200ML 30
300 ML 23
500ML 10
1 LTR. 5
1.5 LTR. 10
2 LTR. 15
FOUNTAIN 2
CAN 5
105
35 30
30
25 23
20 15
15 10 10
10 5 5
5 2
0
L L L . . . IN
0M M 0M
R R R AN
0 0 0 LT LT LT TA C
2 30 5 1
1.
5 2 UN
FO
106
Q.8 HOW MANY TIMES DO YOU TAKE IN A WEEK
ALMOST EVERYDAY 10
TWICE A WEEK 15
THRICE A WEEK 10
ONCE 30
NOT REGULAR 35
40
35
35
30
30
25
20
15
15
10 10
10
5
0
ALMOST TWICE A THRICE A ONCE NOT
EVERYDAY WEEK WEEK REGULAR
DRINKS
SWOT ANALYSIS
107
STRENGTHS
network.
opportunity in India.
Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains
108
WEAKNESS
It has not planned for setting up of any new plants where their competitor has
109
OPPORTUNITY
It can take the market very well with the new investment of Rs. 2400 corers.
It can give a big jerk to its major competitor Pepsi it can increase its number of
110
THREATS
It has a continuous threat from Pepsi as well as various other local soft drinks.
Coke has a major market than Pepsi between the teenager as well as the
111
112
LIMITATIONS OF THE PROJECT
The study was conducted in only Ghaziabad only. Hence the study may not be
113
CONCLUSION
In the end I would like to conclude that this route ride was a great learning experience
for me, in which I learned about the marketing skills and strategic applied in the
market for sale of a product and marinating the company standards in the competitive
market conditions.
After going thick on the things, now time is to makes a complete picture. Marketer
needs to use advertising and brand building strategies to address the discerning buyers
and retail push to in different buyers. The manufacturer should understand consumer
behaviour because retailers can't help quality and price. It is only upto manufacturers
to deliver what the consumers want. I need to stress on it because 61% consumer said
it is demand they sell coca-cola 39% agree that at retail shop it is brand popularity,
team; working for the company may help them to be attached to the company. There
values club for consumer so that they may exchange views with the company and help
114
According to my study, I have found that 92% consumer take cold drinks. In which
45% person take coke, 35% take pepsi, the rest 20% take other brands.
I can also say that most of the people take branded cold-drinks (75%). Advertising
plays a vital roll in choosing cold drinks from my study. I have seen that the factor
influence while choosing cold drinks are 40% advertising, 35% taste, 20% brand
name & 5% others, 35% people say that advertisement influences buying behaviour
of consumer.
products. 51% are TV ads, 27% of the ads in print media, 12% by hoardings, & the
115
116
SUGGESTIONS & RECOMMENDATIONS
One the basis of my study of the market I would suggest the following, which
1. When company change policy or implement new policy dealer's must be taken
into consideration.
2. Small gift should be given to dealer during festivals and make them to buy
3. In off seasons cutting down the advertisement expenses the company should
dealers.
campaigns.
6. The scheme should be carried out with proper channel and retailer should be
aware of it.
7. The company should have proper stock of ½ litre bottles of Coke so that
8. 6-9year age group is very potential and hence this should be targeted in
9. If the price of Coca-Cola brands are slightly slashed then may be coca-cola
117
10. The young and middle age group is main type of consumer there share should
be enhanced.
12. The "Thumps-up 'brand should be given extra care as this is a very potential
15. Coke and Limca have their respective segment, but these should
16. Be properly handled so that they are able to maintain their position.
17. Company should be careful have like pesticide case that should
19. Fanta brand should also be properly handled and effective advertising
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QUESTIONNAIRE
Name: _____________________________________________________
Occupation: ________________________________________________
This survey is conducted to know the effect of advertisement on the soft drinks.
a) Cola
b) Orange
c) Lemon
d) Plain Soda
a. Lunch Dinner
b. Any Time
d. Celebrations
e. Occasionally
f. Do Not Take
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5. Which factor influences you while choosing a cold drink?
g. Chilldness
h. Packing
i. Flavour
j. Taste
6. Do you think that advertisement of the particular brand influences you to buy?
(a) 200 ml
(b) 300ml
(c) 500ml
(d) 1Ltr.
(f) 2 Ltr.
(g) Fountain
(h) Can
l. Almost everyday
m. Twice a Week
n. Thrice a Week
o. Once
p. Not regular
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BIBLIOGRAPHY
BOOKS:
2000.
Dr. R.L. Varshney & Dr. S.L. Gupta, Marketing Management; An Indian
Perspective; Sultan Chand & Sons Education Publishers, New Delhi; 2nbd Ed.
2001.
Gupta Santosh, Research Methodology & Statistical Technique; Deep & Deep
Batra Rajeev & John G. Myers & David A. AAKER; Prentice Hall, 5th Ed.
2003.
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Kothari C.R. Research Methodology; Method & Techniques, Wishwa
MAGAZINES:
WEBSITES:
www.coca-cola.com
www.google.com
www.pepsiworld.com
www.myenjoyzone.com
www.37.com
www.coolzone.com
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