A

SUMMER TRAINING PROJECT REPORT

ON
“CUSTOMER SATISFACTION TOWARDS
COCA-COLA”

Session: 2019-2021

Submitted for the partial fulfillment of the requirement for the

award of degree
Of
MASTER OF BUSINESS ADMINISTRATION

DR. A.P.J. ABDUL KALAM TECHNICAL

UNIVERSITY

SUBMITTED TO : SUBMITTED BY:

A.K.T.U. UNIVERSITY SHIVAM PATEL
MBA III SEM

RAKSHPAL BAHADUR MANAGEMENT

INSTITUTE, BAREILLY

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 ACKNOWLEDGEMENT
The successful completion of that task would not be completed without the
expression of gratitude to the people who made it possible. I take this
opportunity to acknowledge all those who guided, encouraged and helped
me in winding up this summer training project report.
I feel greatly honored for having done my summer training project report. I
thank them with full zeal and enthusiasm that they gave this big
opportunity to me.
Last but not the least; I would like to extend my deep sense of gratitude
and thanks to my Parents, Friends and God in successful completion of this
summer training project report.

SHIVAM PATEL
MBA III SEM

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 DECLARATION

I SHIVAM PATEL, a student of RAKSHPAL BAHADUR

MANAGEMENT INSTITUTE, BAREILLY hereby declare that this
summer project report is the record of authentic work carried out by me
during the academic year 2021 and has not been submitted to any other
university or institute towards the awards of any degree .An attempt has
been made by me to provide all relevant and important details regarding
the topic to support the theoretical advice with concrete summer evidence.
This will be helpful to clean the fog surrounding the various aspect of the
topic. I hope that this summer project will be beneficial.

SHIVAM PATEL
MBA III SEM

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 TABLE OF CONTENT

 INTRODUCTION 1-10

 CONSUMER BEHAVIOR 11-23

 NEED AND IMPORTANCE OF STUDY 24-25

 OBJECTIVES OF THE STUDY 26-37

 RESEARCH METHDOLOGY 28-31

 LIMITATIONS OF STUDY 32-33

 COMPANY PROFILE 34-57

 ANALYSIS AND INTERPRETATION 58-81

 CONCLUSIONS 82-84

 SUGGESTIONS 85-87

 BIBLIOGRAPHY 88

 QUESTIONNAIRE 90-92

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INTRODUCTION

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INTRODUCTION

All business firms have realized that marketing is a core element

of management philosophy and the key to successes lies in focusing more

and more on the customer.

Adam smith in his, the wealth of nations, has said “consumption

is the sole end and Purpose of all production and the interests of the

product ought to be attended to, only so far as it may be necessary for

promoting those of consumer”.

This quotation only reiterates that the purpose of production is

consumption and one’s own purpose will be served only if the

consumer’s interests are attended to. Here then arise very vital

questions .how can a marketer ensure that his /her firm is Able to respond

to their customer’s requirement quickly? The answer to this question lies

in the quality of the service it is offering to its customers. This again will

depend on consumer expectation from the product or service .no doubt

the quality of the product or service will decide whether it matches the

consumer expectations or not, But the firm and marketer must make all

efforts that the consumer satisfaction is achieved.

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 The aim of this chapter is to provide an insight into the

characteristics of consumer markets, identify the possible sources of

dissatisfaction, work towards handling complaints from consumers which

in turn will help in enhancing consumers which in turn will help in

enhancing consumer satisfaction and prevent Dissatisfaction.

Computerization

Today consumer is looking out for value for money. The challenge

before the Marketer is to identify what value would appeal and convince

the consumer. Marketers are trying to enhance the concept of value

through unique methods. They have realized that product service

characteristics, consumer aspirations and availability of competing

alternatives can used to enhance consumer value.

The focus and challenge before every firm is to rebuild around its

consumer .it should be able to perceive, interpret, serve and satisfy the

customer with the type of product and services he desires and arm itself

so as gain a competitive edge of consumerisation.

Consumerisation refers to the process where in all the employees of

the firm are required to interact directly with the consumers and end

users.

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 They can have access to every person and function within the

organization,be involved in designing and fine turning key products and

process,and turn every interaction with the customer into a plaform of

interactive communication, so as to add value and increase customer

satisfaction.

Consumerisation will help affirm in:

 Providing the quality of service to match customer requirement.

 Help to focus on consumer needs so as to add value offer benefits

to Customer.

 To identify consumers, new market segments and new application

for existing Products.

 Work towards total customer satisfaction and maximum customer

delight.

Expectation:

Consumer expectations through may look realistic is very often build

upon A very high platform. Then the quality of the product of the

service may not match the expectations. this again will effect the

consumer satisfaction level.

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 So as to reduce the level of dissatisfaction amongst the consumer,

the marketing decision-maker could adopt an approach wherein he can

classify markets in relation to the degree of opportunity to deliver

consumer satisfaction. He could establish a list of common factors and

then evaluate each market opportunity against these .the most probable

factors which influence consumer behavior are: -

market size

 rate of growth of the market

 stability of demand

 the due importance attached to the price by the consumer before

making a purchase decision.

 consumer emphasis and the due importance given to the quality

aspect.

 the consumer expectations of pre and post purchase service.

 the customer desire for product innovation.

 the level of competition.

 the firms competitive strength in terms of price and product

performance.

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Working towards enhancing consumer satisfaction:

In the existing business environments markets are turbulent and

consumer needs fast changing ,companies should opt for ways to

add value for their consumer by offering products or services just the

way they want it.

When the consumer has to choose from a large bewildering

number of options ,features ,pricing structure and delivering methods

,offering a unique product to a every individual customer decision

making process.

Consumer satisfaction is a continuous process, which does not

begin or end With a purchase .it covers an entire ownership experience

from a product ,to Purchase ,through after care to repeat purchase.

clearly there are three phases in the consumer satisfaction process

namely:-

Pre-sales: during this stage the consumer expectation are developed

through the Various information sources like advertising ,word of mouth

and so on.

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During-sales: when the consumer is engaged in experiencing on how to

deal with enquiries and sell products.

After sales-period: this refers to the period when the consumer has

started using the product.

Thus consumer expectations and their experience will together

determine the level of satisfaction .these expectations inclusive of:

Presales period:

 Availability of clear, useful information on :

 the product or service.

 its quality aspect.

 its core benefits or advantage.

 its price.

 its availability or sales outlet.

 how to obtain it

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During sales period:

 opportunity to inspect the products.

 provision of attractive sales environment.

 courteous and attentive service.

 reasonable and reliable delivery.

 enhancing quality of goods and services.

 prompt redress in case of complaint receipt.

 freedom to choose with out undue sales pressure.

After sales period:

 if required necessary support or advice be provided.

 prompt replacements or refund if necessary.

 smooth and straight forward complaints procedure.

 efficient repair and maintenance service.

 efficient and effective consumer follow-up process.

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 The feeling derived from comparing a product’s perceived

Performance vis –a-vis its expectation is defined as satisfaction .when

the Performance of the product exceeds the consumer’s expectations

,the marketer would want a product’s performance to exceed consumer

expectations.

Consumer who is merely satisfied may switch over to another

brand. but consumers who are highly satisfied are less likely to switch in

spite of better offerings from other brands. generally ,the high

satisfaction creates an emotional bond with the brand.

A very satisfied consumer will stay more years with the company

and make more Purchases as well .a brand represents a promise about

the total resulting experience that the customers can expect.

Consumers form expectations based on: past buying,

experience, word of mouth and competitor’s information promise.

Raising expectations and delivering Performances to match are the

characteristics of many successful companies today.

Different consumers may use different may use different

yardsticks to evaluate Performance. a level of service which is rated

“highly satisfactory” by one consumer may be rated “not satisfactory

“by another consumer.

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 Similarly two different consumer s may be “highly satisfied” by a

particular level of service or a particular product, but for entirely

different reasons. These aspects must be taken in to account while

designing questionnaire to measure consumer satisfaction.

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 CUSTOMER

SATISFACTION

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 CUSTOMER SATISFACTION

CUSTOMER SATISFACTION

Customer satisfaction, a term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."

It is seen as a key performance indicator within business and is often part of a

balanced scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects.

They focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective.Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction.

In researching satisfaction, firms generally ask customers whether their product

or service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For this
reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget motel even though its facilities and service would be deemed superior in
“absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and Verizon,

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participate in an industry that is an oligopoly, where only a few suppliers of a certain
product or service exist.

As such, many cell phone plan contracts have a lot of fine print with provisions
that they would never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be way too low, and customers would easily have
the option of leaving for a better contract offer.

Customer satisfaction:
Customer satisfaction is defined as "the number of customers, or percentage of
total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."
Consumer satisfaction:

Satisfaction of a consumer want is an essential part of the marketing operation.

Fundamentally, a person buys (acquires) a product for the satisfaction it will provide.

Purpose:

A business ideally is continually seeking feedback to improve customer

satisfaction.Customer satisfaction provides a leading indicator of consumer purchase
intentions and loyalty. Customer satisfaction data are among the most frequently
collected indicators of market perceptions. Their principal use is twofold:

 Within organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to customers and ensuring that
they have a positive experience with the company’s goods and services.

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  Although sales or market share can indicate how well a firm is performing
currently, satisfaction is an indicator of how likely it is that the firm’s customers
will make further purchases in the future. Much research has focused on the
relationship between customer satisfaction and retention. Studies indicate that
the ramifications of satisfaction are most strongly realized at the extremes.
Willingness to recommend is a key metric relating to customer satisfaction.

Measuring customer satisfaction:

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Customer satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. It can be, and often is, measured along various
dimensions. As research on consumption experiences grows, evidence suggests that
consumers purchase goods and services for a combination of two types of benefits:
hedonic and utilitarian. Hedonic benefits are associated with the sensory and
experiential attributes of the product. Utilitarian benefits of a product are associated
with the more instrumental and functional attributes of the product.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service.

The state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.

The usual measures of customer satisfaction involve a survey with a set of

statements using a Likert Technique or scale. The customer is asked to evaluate each
statement and in term of their perception and expectation of performance of the

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organization being measured. Their satisfaction is generally measured on a five-point
scale.

Regardless of the scale used, the objective is to measure customers’ perceived

satisfaction with their experience of a firm’s offerings. It is essential for firms to
effectively manage customer satisfaction. To be able do this, we need accurate
measurement of satisfaction.

Good quality measures need to have high satisfaction loadings, good reliability,
and low error variances. In an empirical study comparing commonly used satisfaction
measures it was found that two multi-item semantic differential scales performed best
across both hedonic and utilitarian service consumption contexts.

It seems that dependent on a trade-off between length of the questionnaire and

quality of satisfaction measure, these scales seem to be good options for measuring
customer satisfaction in academic and applied studies research alike. All other
measures tested consistently performed worse than the top three measures, and/or their
performance varied significantly across the two service contexts in their study. These
results suggest that more careful pretesting would be prudent should these measures be
used.

Finally, all measures captured both affective and cognitive aspects of

satisfaction, independent of their scale anchors.Affective measures capture a
consumer’s attitude towards a product, which can result from any product information
or experience. On the other hand, cognitive element is defined as an appraisal or
conclusion on how the product’s performance compared against expectations, was
useful, fit the situation, and exceeded the requirements of the situation.

Tools For Tracking And Measuring Customer Satisfaction:

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 There are various ways of measuring customer satisfaction. Each has its own
importance; one cannot just stick to a particular concept and say this is the accurate
way of measuring customer satisfaction.

 Complaint and suggestion system:

A customer concerned organization makes it easy to the customers to register

suggestions and complaints. Some customer-centered companies, which are in FMCG

line like-P&G, whirlpool, establish hot lines with toll free members. Certain companies

are using websites and emails for quick, prompt response from the consumer and in

return there is a two way communication.

Customer satisfaction surveys:

Studies show that although customers are dissatisfied with one out of every

purchase, less than 5% will complain. Most customers will buy less or switch suppliers.

Responsive companies measure customer satisfaction directly by conducting periodic

surveys, While collecting data, it is also useful to ask additional questions the

likelihood or willingness to recommend the product or service to others.

 Ghost shopping:

Companies can hire people to pose as potential buyers to report the strong and

weak points experienced in buying the company’s and competitor’s products. The

mystery shoppers can even test how the company’s sales personnel handle various

situations and complaints to see how the calls are handled.

Delivering Customer Value And Satisfaction:

In a hyper competitive economy, with increasingly rational buyers, a company can win

by creating & delivering superiors value.

This involves the following five capabilities.

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  Understanding customer value

 Creating customer value

 Delivering customer value

 Capturing customer value

 Sustaining customer value

Companies succeed in attaining these value chain and value delivery network.

Value Chain:

Michael porter of Harvard proposed the value chain is a tool for identifying

ways to create more customer value. Every firm is a synthesis of activities that are

performed to design, produce and market, deliver and support its product. The value

chain identifies 9 strategically relevant activities that create value and cost in a specific

business. These 9 values creating activities consists of 5 primary activities and 4

support activities. The primary activities represent the sequence of bringing materials

into the business, converting them into final products, shipping out final products,

marketing them and serving them.

The support activities are the procurement, technology, development, human

resource management and firm’s infrastructure. These are handled by certain

specialized departments. The firm’s infrastructure covers the costs of general

management, planning, finance, accounting, legal and government affairs that are borne

by all the primary and support activities.

The firm’s task is to examine its costs and performance in each value. Creating

activity and to look for ways to improve it. The firm should estimate its competition

costs and performance as bench marks against which to compare its own costs and

performance. It should go further and study the best of class practices of the world’s

best companies.

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 The firm’s success depends not only on how well each department performs its

work, but also on how well the various departmental activities are coordinated. Too

often company departments act to maximize their interests. A credit department may

take a long time to check prospective customer’s credit worthiness so as not to incur

bad debts. Meanwhile, the customer waits and the sales person is frustrated. A traffic

department chooses to ship the goods by the rail to save money and again the customer

waits. Each department has created walls that slow down the delivery of quality

customer service. The solution to these problems is to place more emphasis on the

smooth management of core business process.

The core business process includes the following concepts:

The marketing sensing process:
All the activities involved in gathering market intelligence disseminating it with
the organization and acting of information.
The new offering Realization process:
All the activities in research, developing and launching new high quality
offerings quickly and within the budget.

The customer relationship management:

All the activities involved in building deeper understanding relationships and
offerings to individual customers.
The fulfillment management process:
All activities involved in receiving and approving orders, shipping the goods on time
and collecting payment.
The value delivery network:
To be successful a firm or an organization also needs to look for competitive
advantage beyond its own operations into the value chains of its supplier distributing
and customers. Many companies today partnered with specific suppliers and
distribution to create a superior value delivery network.
Customer Relationship Management:
The aim for customer relationship management is to produce high customer
equity. Customer equity is the total of the discounted lifetime values of all firm’s

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customer’s. Clearly, the more loyal the customer’s the higher the customer equity,
value equity, brand equity and relationship equity.
Value Equity:
Value equity is the customer’s objective assessment of the utility of an offering
based on perception of its benefits relative to its costs the sub drivers of the value
equity and quality, price and convenience. Each industry has to define the specific
factors underlying each sub driver in order to find programs to improve value equity.
An air line passenger might define equity as seat width; a hotel guest might define
equity as room size. Value equity makes the biggest contribution to consumer equity.
When products are differentiated and when they are more complex and need to be
evaluated. Value equity especially drives customer equity in business market.

Brand Equity:
Brand equity is the customer’s subjective and intangible assessment of the
brand above and beyond its objectivity perceived value. The sub drivers of brand equity
and customer brand awareness, customer attitude towards the brand and customer
perception of brand ethics. Companies use advertising, public relations and other
communication tools to affect these sub drivers. Brand equity is more important than
the other drivers of customer equity where products are less differentiated and have
more emotional impact.
Relationship Equity:
Relationship equity is the customer’s tendency to stick with brand above and
beyond objective and subjective assessment of its worth. Sub drivers of relationship
equity include loyalty programs, special recognition and treatment program,
community building programs. Relationship equity is especially important where
personal relationship count for a lot and where customers tend to continue with supplier
out of habit.

Some customers inevitably become inactive or dropout. The challenge is to

reactive dissatisfied customers through win-back strategies. It is often easy to attract
ex-customers than to find new ones. The key is to analyze the causes of customer
detection through exit interviews and lost customer surveys. The aim is to win back
only those customers who have strong profit potential.

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Forming Strong Customer Brands:
The basic companies that want to form strong relationship need to attend the
following basics:-

 Get cross departmental participation in planning and managing customer

satisfaction and retention process.

 Integrate the voice of the customer in all business decisions.

 Create superior product, services and experience for the target market.

 Organize and make accessible a database of information on individual customer

needs preferences, contacts, purchase frequency and satisfaction.

 Make it easy for customers to reach appropriate company personnel and express
their needs, perception and complaints.

 Run award programs recognizing outstanding employers.

There are 3 relation building approaches. They are as follows:

 Adding Financial Benefits

 Adding Social Benefits

 Adding Structural Benefits

Adding Financial Benefits:

The two financial benefits that companies can offer are frequency programs and
club marketing programs. Frequency programs are designed to provide rewards to
customer who buy frequently and in substantial amounts. Frequency is an
acknowledgment of the fact that 20% of a customer’s customer might account for 80%
of the business.
Adding Social Benefits:
Company personnel work on increasingly social bonds with customers by
individually and personalizing customer relationships. Customers may be nameless to
the institution, but eliminated cannot be nameless. Customers are served as a part of
larger segments. Clients are served by individual basis. Customers are served by

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anyone who happen to be available, who know to explain the details of the product or
service.
Adding Structural Benefits:
Company can supply customers with special equipments or computer linkages
that help customer manage orders, payroll and inventory.

People can be loyal to their country, family and beliefs bur less to their
toothpaste, soap or even better. The marketer should aim at increasing the consumer’s
productivity to repurchase the company’s brands.
Rationale Of The Study:
Customer satisfaction is one of the most important functions of marketing. In
the present globalization era, it is very important for any organization. So, effective
maintenance of customer satisfaction is needed for every organization. Thus SafexIndia
Pvt. Ltd.., should follow the best methods of customer satisfaction to increase their
sales as well as brand image in the market.
For every organization maintaining best customer satisfaction is the first step. If
this foundation is strong then there is a lot of chance for the organization to increase
theireffectiveness at key points. So, finally customer satisfaction becomes heart of
particular organization.
So, studying is made to understand the customer satisfaction activities in the
organization and to know what extent their activities have been successful in
organization development.

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 NEED AND

IMPORTANCE STUDY

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 NEED AND IMPORTANCE OF STUDY

In today’s fast growing and competitive business environment in

which the customer is considered the king, it becomes imperative for

every business to focus on its customers in order to retain and increase its

customer base.

The growing competition among soft drinks company as whole

&the coming up of varieties from various different companies have set

fire in soft drink companies. here after an effective promotional method

&lot of money is to be involved in it has created a need for the study on

what the consumer feels about the product in the phase of competition.

A study of this kind may help the company to find out the reason

for any kind of dissatisfaction &appropriate methods to sort our problem.

in the light of the above problem the researcher felt that a comprehensive

study on these matters will help the company to identify &take the

corrective measures.

A very satisfied consumer is likely to stay with the company many

more years. however today’s consumers are smarter, more price

conscious, more demanding less forgiving, &approached by more

competitor’s with equal or better offers. for this purpose company need

to look at the industry with which the consumer

will happily pay the right price.

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OBJECTIVE OF THE

STUDY

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 OBJECTIVES OF THE STUDY

 To know the consumer satisfaction towards products of coca-

cola.

 To obtain consumer’s feelings about price, taste, packaging and

availability of the products.

 To identify what qualities specifications of coke they desire.

 To find out which brand of coke would sell in large qualities.

 To know what reasons made them to choose the coca-cola

products.

 To know their satisfaction towards the schemes of coca-cola.

Any business study involves collection of data from the

market. the type of data that is required makes it all more important to

device the right method of collecting the data. the present survey mainly

aims at finding out the consumers satisfaction towards the products of

coca-cola.

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 RESEARCH

METHODOLOGY

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 OF RESEARCH

The project exploratory in nature. This is because the study

explores facts and figures that have been unknown.

RESEARCH METHDOLOGY

Research methodology is the scientific way to solve the research

problem. This involves exploring all possible methods of solving the

research problem, Examine the alternative methods &arriving at the best

possible method considering the resources at the disposal of the

researcher.

RESEARCH DESIGN

“A research design is the arrangement of condition for collection

and analysis of data in a manner that aims to combine relevance to the

research process with economy in procedure”.

A researcher design is the specification of methods &procedures for

acquiring the information needed to structure or to solve problems. it is

the overall operational pattern Or frame work of the project that

stipulates what information to be collected, from which source and by

what procedures.

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THE RESEARCH DESIGN CONTAINS THE FOLLOWING

OBJECTIVES OF THE STUDY

 Methods of data collection

 sample selection

 field work(data collection)

 processing, analyzing, interpreting the data.

 formatting the research report

SAMPLING DESIGN

Target market- the primary data was collected from the Brindavan

Beverages, Bareilly.

SAMPLING UNIT: the sampling unit constitutes the consumers who

consume soft drinks.

 extend: survey conducted with in the bareilly district.

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RANDOM SAMPLING: known as probability sampling or chance

sampling where each &every item in the population as an equal chance

of inclusion in the sample& each as the same probability of being

selected.

DATA COLLECTION INSTRUMENT (QUESTIONAIRE)

A structured questionnaire has been prepared with open end

questions. The questions used for collecting data.

SOURCES OF DATA COLLECTION

The sources of data can be broadly classified in to two categories.

1.primary data

2.secondary data.

 primary data: questionnaire is the most common research

instrument.

 secondary data : existing data are collected from company websites,

company catalogues &some company materials.

FIELD SURVEY:

The project involved a field work of around 45days where in the

researcher administered Protested interviews schedules. the study calls

for mostly primary data rather than secondary data.

 area of study :the study has been carried out in the bareilly district.

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LIMITATION OF STUDY

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 LIMITATIONS OF STUDY

Although an attempt is made to gather all the relevant information

connected to this study. There were some limitations with regard to

respondents bias, disinterest.

however ,these limitations were overcomed by taking information only

from those who are willing to respond.

 the study of soft drink industry ,which is known to be a seasonally

fluctuating one so this study doesn’t take in to account the seasonal

fluctuations.

 the study is confined to only bareilly district.

 the study was conducted by a student ,whose resources for market

research is limited.

 the sample of the study is limited the respondent’s response may be

biased on which we can’t decide the total market.

 since most of the consumers were in busy 100% outcome was not

possible there lies the main limitation

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COMPANY PROFILE

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COMPANY PROFILE

History of coca-cola

Birth of a refreshing idea

John styth pemberton first introduced the refreshing taste of coca-

cola in Atlanta,Georgia .it was may 1886 when pharmacist concocted

caramel-colored syrup in a Three-legged brass kettle in this backyard.he

first “distributed”the new product by Carrying coca-cola in a jug down

the street to Jacobs pharmacy .for five cents, consumers would enjoy

aglass of coca-cola at the soda fountain .whether by design of accident

,carbonated water was teamed with the new syrup, producing a drink that

was proclaimed “delicious and refreshing”

Dr.pemberton’s partner and bok keeper,Frank M.robinson,

suggested the name and penned coca-cola in the unique flowing script

that is famous world wide today mr.robinson thought “the two c ’s would

look well in advertising”.

By 1891,Atlanta entrepreneur,Asa G.candler had acquired complete

ownership of Coca-cola business. within four years ,his merchandising

flair helped expand consumption of coca-cola to every state and territory.

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 Coca-cola began as fountain product .but candy merchant joseph

a.biedenharn of Mississippi was looking for a to serve this refreshing

beverage at picnics. he began offering bottled coca-cola ,using syrup

shipped from Atlanta ,during an especially busy summer in 1894.

Bottling partners

Today, our products reach consumers and customers around world

through a vast

Distribution network made up of local bottling units. these bottles are

located around the world ,and most are independent businesses. using

concentrates and Beverage bases produced by the coca-cola company,

our bottling partners package and market products, then distribute them to

more than 8million customers and more than 2million vending machines

around the world. the coca-cola company is committed to assisting its

bottlers with the functions of an efficient bottling operation. quality

control ,monitored constantly by the company, is necessary to produce

high quality soft drinks. in the year 1989-99 we have made acquisitions

and hence we have 31 company owned bottling operations.

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business

Coca-cola enterprise is in the business of marketing, producing

and distributing liquid non-alcoholic refreshments to customers and the

consumers in their franchise tern tones ,in 1994 they distributed

approximately 1.7 billion equivalentCases of the product through their

territories, which comprise of 38 states and the District of Columbia in the

united states .their territory also extended to many foreign countries.

The coca-cola enterprise and the coca-cola company are in

business partnership. the coca –cola company develops the product while

as a bottler the Coca-cola enterprise combines the product concentrates

with other ingredients and Packages the beverages in bottles, cans and

fountain containers.

38
Management philosophy

Corporate area

The major concept of the management philosophy is to retain in

the beverage Industry and not diversify in to other areas. the management

believes in investing in non capital-intensive areas. in fact ,the beverage

industry requires little capital, and Produces maximum returns .the returns

from the foreign markets are tapped to the most.

Financial area

The corporate objectives are to increase the shareowners value .the

management

Believes that in increasing the shareholders value it requires consistent

growth in financial results complemented by effective use of the cash

flow.

Marketing area

Here the management is committed to superior market place

execution. this is

Achieved by decentralized operating structure that places the

responsibilities, Authority and the accountability as close to the customer

and consumer possible.

39
The brand

The coca-cola consistently ranks first in the world’s most valuable

brands. The brand value is about $39billion.this is greatest heritage of the

company. As far as the branch management concerned ,we find that coca-

cola ranks itself As the third only after Microsoft and louis vuitton.

Products

The carbonated market

International brands

Classic :the coca-cola classic is the flagship of the company’s

carbonated drinks.

The product was made public on may 8 th 1886. Diet coke: was launched

in 1982 to target the market of the light products. Caffeine free coca-cola

classic :was launched 19883 which aims at customers who want limit

their consumption of caffeine while still drinking coca-cola and enjoying

its taste. Cherry coke :the first cherry flavoured cola was launched in

1985. The coca-cola company offers several other carbonated drinks to

target consumers. Sprite is the number 7 in the us soft drink market

40
launched in 1961.fanta is the world third best selling soda and the world’s

best selling orange drink with a 31%market share of the category.

Indian brands

For the local market in India coke has the following brands.

 Maaza

 Thumsup

 Limca

 Sprite

 Fanta

 Kinley

 Citra

 Gold spot

 Georgia

 Diet coke

41
The non-carbonated market

Fruitopia a line of fruit flavoured drinks launched in 1991. Minute

maid: offers frozen concentrated fruit juice launched in 1998. Ice tea:

varied flavors and sweetness in a line of ice teas was created with cokes

joint venture with nestle SA in 1992. Power ade :non-carbonated

energetic drink aimed at athletes. Sunfill: a powdered soft drink mix

launched in 2001 for local market in India. Kinley: packaged drinking

water.

Four basic segments

Refreshments:

CSDs: Coca-cola,fanta,sprite,thumsup,limca.

 Rejuvenation:

 Ready to drinks tea and coffee: nestea ,georgia gold .

 Health and nutrition:

 Juices and milks:bibo,Fruitopia,minute maid,sunfill.

 Replenishment:

 Water and sports drinks:kinley ,shok, powered.

42
The operating groups.

North America group :30%share

Latin America group :26%share

Europe and Eurasia group :21%share

Asia pacific group :16%share

Africa and middle east group :7%share

Totaling to 22 countries around the world.

Coca-cola India

Coca-cola returned to India after 16 years ,in 1993.the brand

promotion was Between 1994-96.the bottling acquisition occurred

between 1997-99.its quest for profitability started 2000 onwards. in India

coke has its concentrate plants at pune producing 10 brands. its company

–owned bottling operations are at six operatingRegions,29 operating areas

with 26 plants to 10 green fields and 3000 associates.It enjoys a business

of over RS.3000crores in India.

43
AP region

Consist of five operating locations-moula-ali, ammenpur, nellore,

vijayawada And vishakapatnam having a turnover of over 750crores with

3 plants, 2green fields 1500associates.

Hyderabad

 India’s largest volume location.

 80%market share.

 best plant in India.

 45%volume thru direct distribution -20000 outlets.

 55000 outlets -300 distributers.

The most profitable unit in India .penetration higher than any

FMCG company 2-plants -7 production lines(6are glasses bottle

lines).they do not have an ERP. Acquired plants &people .different work

cultures .very capital intensive business. 90%business is returnable

glass .fast expanding product portfolio.

Thums Up is the largest brand ,followed by limca ,coke , maaza ,

sprite ,kinley, fanta , sunfil.

44
Coca-cola’s mission:

Coca-cola exist to create value for our shareowners on a long –term

basis by building a business that enhances the coca-cola company’s

trademarks. This is also is coca-cola’s ultimate commitment.

As the world’s largest beverage company ,coca-cola refresh the

world. Coca-cola do this by developing superior soft drinks, both

carbonated, and non –carbonated, and profitable non-alcoholic beverage

systems that create value for our company ,our bottling partners and our

customers.

In creating value, coca-cola succeed or fail based on our ability to

perform as worthy stewards of several key assets like,

45
 Coca -cola,the world’s most powerful trademark, and other highly

valuable TRADEMARKS.

1) The world’s most effective and pervasive DISTRIBUTION

SYSTEM.

2) Satisfied CUSTOMERS ,who make a good profit selling our

products.

3) Coca -cola’Speople,who are ultimately responsible for building this

enterprise.

4) Coca -cola’s abundant RESOURCES ,which must be intelligently

allocated.

5) Coca -cola’s strong global LEADERSHIP in the beverage industry

in particular and in the business world in general.

46
1.coca-cola’s trademarks:

coca-cola creates demand by continually expanding the relationship

that bonds our trademarks ,principally coca-cola with the 5 billion people

on this planet.Everything we do must strengthen that bond ,and we will

utilize every available Resource to expand the value of our trademarks in

the hearts and minds of our consumers.

Coca-cola will continue to market our trademarks ,and especially

coca-cola ,the most recognized ,most powerful commercial symbols in

any market where they are present.

Coca-cola will continually strive to enhance every aspect of product

and package

quality.

Coca-cola will always communicate advertising messages that bond

with our consumers.

Coca-cola will never hesitate to adjust our product line to keep the

coca-cola,Trademark strong ,pervasive and present ,as such adjustment

47
may become necessary due to changes in the desire and needs of our

consumers. In doing this ,we will never compromise the integrity of our

core trademark and all for which it stands.

2.coca -cola’s global distribution system:

Coca -cola fulfills demand by creating and leading the production

and distribution systems best capable of delivering our products to the

customers who sell them and the people who buy them coca-cola values

every component of our enterprise and we depend on each one to reach

our consumers. Coca-cola will continually evaluate and enhance our

relationship with link in our system , increasing the opportunities to

fulfill consumer needs as efficiently as possible.

Coca -cola relationship with our bottlers and distributors will be

defined by their desire and ability to strengthen our relationship with the

people who buy our products.We will always help bottlers serve our

customers and consumers effectively and efficiently.

Coca -cola relationship with suppliers to our system must involve

them as an integral link in the value-adding process.

48
 Coca-cola relation ship with the communities we serve must be

of a kind that

Makes the coca-cola, system a standout citizen of those communities.

3.coca-cola’s CUSTOMERS:

coca-cola’s fulfill demand by assiduously building and maintaining

relationships

with our customers that are mutually beneficial and that ultimately

translate into competitive advantage.

Coca-cola’s relationship with our customers must continue to

evolve. Coca-cola Cannot allow ourselves to be limited to the role of

mere supplier, but must instead Make sure every customer views us a

partner in the creation of value for them.

Coca-cola will do this by inventing and reinventing ways to

provide customer Service and by developing value-added activities that

enhance customer profitability.

49
4.coca-cola’s PEOPLE:

every achievement in our history can be traced directly to the

inspiration , skills, courage and discipline of coca-cola’s people. Coca-

cola’s business has expanded exponentially, and accordingly so has the

demands on our people. For coca-cola’s people to live up the challenge,

they must possess:

the values that allow each individual to make decisions based on a

shared frame work of principles and priorities, always focusing on doing

the right thing and never sacrificing our long-term integrity or viability to

handle short-term pressures.

To knowledge that comes from having meaningful and currently

relevant skills.

To be recognized as the global business leader, we must labor daily

to distinguish Our ultimate challenge is to make all our assets – our

trademarks, our global distribution system and our customer relationship

–distinctive in every way.That ability is almost entirely dependent on the

skills of our people and the Ideas and execution they bring. The most

important skills are:

50
 The broad understanding of, and focus on our obligations to protect

and enhance the value of the company’s trademarks, which allow us to

comprehend why do what they do. The professional and technical

competence that gives us specific expertise in what we do and they do it

The creativity and open-mindedness to discover and develop the

ideas that will

Create new value, not merely re-create more of the past.

The flexibility and insight to anticipate changing market conditions

and capitalize On those changes by adapting our business to the needs of

their customers and Consumers.

The ability to process information rapidly and make decisions

thoughtfully and

Quickly.

The capacity to execute assignments to a successful conclusion

quickly and effectively.The willingness to communicate our goals and

strategies, as well as the obstacles We encounter, precisely, persuasively

and effectively.

51
 The confidence to develop people into competitive, performance-

oriented achievers who never lose sight of integrity and excellence of

every task at hand.

All of this takes on additional importance as coca-cola increasingly

assert it Selves within their global system, from the production of its

products, to the Servicing of its customers, to the caring for its consumers.

5.coca-cola’s resources:

focusing on key values, knowledge and skills , its people will be

equipped to be good stewards of the company’s resources. They will

exhibit good stewardship by wisely strengthening its trademarks and our

people, building its distribution system and intelligently allocating

resources in a manner worthy of the coca-cola, trademark.

First and foremost, we will be vigilant in protecting and enhancing

the company’s Character and the image it projects. Coca-cola will focus

on allocating its resources in ways that maintain its company’s first-class

images to its customers

And consumers.

52
 Coca-cola will invest our resources, financial and otherwise, in the

smartest way Possible. Coca-cola will spend every dollar and working

hour in the most efficient And effective way it can. Coca-cola will be

good stewards of the valuable relationships that have been created over

the years with its customers .coca-cola will help them in every way We

can ,looking for opportunities to make its resources available to them,

Understanding that its growth and profitability are dependent upon their

growth And profitability.

All of these are resources available to coca-cola for creating

value ,but they must be jealously guarded and enhanced…never wasted or

diminishing in value.

7.Coca-cola’s commitment

In order to create value for shareowners, we must also create

significant, sustained, long-term value for every one involved in the

production, distribution and selling Of our production. To do that we

pledge to:

53
  aggressively focus all we are and all we do on making our

trademarks even more powerful and more appreciated by each of

our customers and consumers around the world.

 reconfigure our global distribution system as an ongoing necessary

process to deliver most effectively and efficiently our products into

the hands of the people who buy them.

6.coca-cola’s leadership:

coca-cola’s people must not merely manage; they must understand

their leadership role in the context of executing the company’s mission .

to do this , it must always exemplify the necessary values , knowledge

and skills . they will do this by taking responsibility for developing coca-

cola and those people around coca-cola by creating constantly an

aggressive learning environment.

Establishing the accountability and responsibility that clearly define

roles and Expectations, personalize responsibility , grant appropriate

latitude and create A specific sense of stewardship.

54
 Asserting coca-cola ability to develop and control systems , instead

of systems Controlling us, Allowing the organization to do what it should

as quickly as possible , no matter What the circumstances.

Using seamless organization structures that breed clear and efficient

communication that does not stall action , but instead encourages trust

and Thoughtful evaluation of past and future action.

Promoting trademark-focused behavior by rewarding effective

word and discouraging mediocrity.

Coca-cola industry leadership must be reflected in its relationship

with its bottlers and customers, as well as in its consumer

communications… but never is this stance to be accompanied with the

slightest hint of arrogance.

55
Facts about coca-cola:

 everyday, consumers in approximately 200 countries around the

world drink

an average of 10,450 coca-cola beverages per second

 if all the coca-cola ever produced were placed in bottles and…

 placed end to end , the bottles would reach all the way to the moon

and back 1045 times.

 stacked on a football field, the bottles would form a mountain 325

miles high

59 times taller than mount everest.

 loaded on average sized trucks, passing a given point, bumper to

bumper, at a speed of 65 miles per hour it would take 3 years , 6

months , 3 weeks 6 days for the trucks to pass.

 placed end to end the bottles would wrap around the equator

20,051 tomes.

 if all the coca-cola ever produced were to erupt from “old faithful “

at its normal rate of 15,000 gallons per hour, the geyser would flow

continually for 1577

years.

56
Facts about coca-cola

slogans used:

The following is a sampling of the variety of slogans that

has been used to advertise the coca-cola product for years

 1904- Delicious and Refreshing

 1922- Thirst Knows no season

 1927- Around the corner from everywhere

 The Pause that Refreshes

 1932- Ice Cold Sunshine

 1938- The Best Friend Thirst Ever Had

 1939- Coca-Cola goes along

 1948- Where there’s Coke there’s hospitality

 1956- Coca-Cola….Makes good things taste better

 1959- Be Really Refreshed

 1963-Things go better with Coke

 1970-it’s a Real Thing

 1971-I’d like to Buy the World A Coke

 1976 Coke Adds Life

57
 1979-Have a Coke and a Smile

 1982-Coke is it!

 1987-When Coca-Cola is part of your life, you can beat the feeling!

 1988- Cant beat the Feeling

 1989- Cant beat the Real Thing

 1993- Always Coca-Cola

58
 ANALYSIS AND

INTERPRETATION

59
 ANALYSIS AND INTERPRETATION

TABLE – 1

1. Consuming of Soft Drinks

Consumption of Number of Percentage of (%)

S.No.
soft drinks Respondents respondents
1 Daily 31 20.67
2 Once in two days 32 21.33
3 Once in a week 59 39.33
4 Any other 28 18.67
Total: 150 100

300

250

200 100
Percentage of (%) respondents

150
Number of
Respondents
100
39.33 150
50 20.67 21.33
59 18.67
31 32 28
0
Daily Once in Once in Any Total:
two a week other
days

1 2 3 4

This is an open-ended question . this question is designed to know

How oftently people consume soft drinks depending upon given chart we

can estimate Percentage of consumption. From the responses of the

60
consumers, daily use consumers are 20.6%.among the total consumers

39.3% are consuming weekly once ,and 21.3% of consumers are taking

Soft drinks twice in week ,and remaining 18.6%of people are taking soft

drinks in occasions.

61
 TABLE - 2

2. Types of Brands

Number of Percentage of (%)

S.No. Types of brands
respondents respondents
1 Coke 127 84.6
2 Pepsi 23 15.3
3 Others 0 0
Total: 150 100

300

250

200 100 100

Percentage of (%) respondents
84.6
150
Number of
respondents
100
150 150
127
50
15.3
23
0 0 0
Coke Pepsi Others Total: Total:

1 2 3

This is an open –ended question. this question is designed to know

which brand comes in the consumer mind while consuming. intention

behind this is to find out brand image of the coca-cola brands compared

62
to other competitors.from the responses of the consumers ,coca-cola has

the highest brand image in the in the consumers with the 84.6%.

63
 TABLE -3

3. Consuming of this brand

Consuming of this Number of Percentage of (%)

S.No.
brand Respondents respondents
1 > 10 years 45 30
2 5 to 10 years 58 38.6
3 1 to 4 years 39 26
4 < 1 year 8 5.3
Total: 150 100

120

100

80 38.6
Percentage of (%) respondents

60 30
26 Number of
Respodnets
40
58
20 45 39
5.3
8
0 0
> 10 years 5 to 10 1 to 4 years < 1 year
years

1 2 3 4

From the response we can know that 30%of the respondents are

consuming coca-cola brand from more than 10 years,38.6% of

respondents are consuming coca-cola brand from 5 to 10 years, 26%of the

64
respondents are consuming this brand from 1 to 5 year and 5.3% of the

respondents are consuming coca-cola brand from less than 1 year.

65
 TABLE – 4

4. Brands of Coca-Cola preferred:

Brands of Coca- Number of Percentage of (%)

S.No.
cola preferred Respondents respondents
1 Coca-cola 4 2.6
2 Thums Up 26 17.3
3 Sprite 89 59.3
4 Maaza 25 16.6
5 Limca 4 2.6
6 Fanta 8 5.2
7 Kinley Water 1 0.6
8 Kinley Soda 0 0
9 Others 0 0
Total: 150 100

300

250

200 100
Percentage of (%) respondents
150
Number of Respondent
59.3
100
150
50 89
17.3 16.6
2.6 26 25 2.6 5.2
8 0.6
0 4 4 1 0 0
Thums Up

Total:
Maaza

Limca
Coca-cola

Sprite

Fanta

Kinley Soda

Others
Kinley Water

1 2 3 4 5 6 7 8 9

From the above graph we can know that 2.6% of the respondents

like coca-cola. 17.3% of the respondents are like thumsup,59% of the

respondents are like sprite, 16.65%of the respondents are like maaza,2.6%

66
of the respondents are like limca, and 5.2% of the respondents are like

fanta, and 0.6% of the respondents are like kinley water and 0% for soda.

From the responses from the consumers it can be concluded that sprite

has always been obvious choice for soft drinkers because it guarantees a

great quality and giving the consumer great value for money.

67
 TABLE – 5

5. Purchasing of Coca-cola brands

Purchasing of
Number of Percentage of (%)
S.No. Coca – cola
Respondents respondents
brands
1 200 ml 108 72
2 300 ml 23 15.3
3 600 ml 0 0
4 5 Ltrs 19 12.6
Total: 150 100

300

250

200 100

Percentage of (%) respondents

150 72 Number of Respondet

100
150
50 108
15.3 12.6
23 19
0 0
200 ml 300 ml 600 ml 5 Ltrs Total:

1 2 3 4

From the above graph it can be concluded that 72% of the

consumers are referring 200ml bottles for the sake of consumption. 12.6%

of the consumers are preferring 1.5 litres bottle & remaining consumers

are preferring 300ml bottles.

68
 TABLE – 6

6. Location of Soft drinks consumed

Location of Soft Number of Percentage of (%)

S.No.
drinks consumed Respondents respondents
1 Bakeries 82 54.6
2 Hotels 11 7.3
3 Theatres 10 6.6
4 Kirana Shops 33 22
5 Others 14 9.3
Total: 150 100

300

250

200 100

Percentage of (%) respondents

150
Number of Respondent
54.6
100
150
50 82 22
7.3 6.6 33 9.3
0 11 10 14
Total:
Theatres

Kirana
Shops

Others
Bakeries

Hotels

1 2 3 4 5

From the above graph it can be concluded that 54.6% of the

respondents consume at bakeries,7.3% of the respondents consume at

hotels and 6.6% of the respondents consume at theatres,22% of the

69
respondents are consuming at kirana shops and 9.3% are consuming at

outside.

70
 TABLE – 7

7. Occasion of Soft Drinks consumed

Occasion of Soft Number of Percentage of (%)

S.No.
Drinks consumed Respondents respondents
1 Parties 19 12.6
2 Traveling 16 10.6
3 At home 20 13.3
4 With friends 79 52.6
5 During meals 15 10
6 Outside 3 2
Total: 150 100

300

250

200 100

Percentage of (%) respondents

150
Number of Respondent

100 52.6
150
50
79
12.6 10.6 13.3 10
19 16 20 15 2
0 3
Traveling

friends

Total:
At home

During

Outside
Parties

meals
With

1 2 3 4 5 6

From the above graph ,it can be concluded that 12.6% are taking

soft drinks at arties, 10.6% are taking soft drinks in the traveling ,13.3%

are consuming at home,52.6% are consuming with friends,10% are

consuming during meals and 2% are consuming in other periods.

TABLE – 8

71
8. Impact Coca-cola products are very highly priced

Input Coca-cola Number of Percentage of (%)

S.No.
products Respondents respondents
1 Strongly agree 38 24
2 Agree 29 17.3
3 Disagree 76 50.6
4 Strongly Disagree 7 6.84
5 Either disagree or 0 0
agree
Total: 150 100

160 150

140

120
100
100
76 Number of Respondent
80
Percentage of (%) respondents
60 50.6
38
40 29
24
17.3
20 76.84
0 0
0
Total:
Agree

Disagree

Disagree

disagree
Strongly

or agree
Strongly

Either
agree

1 2 3 4 5

The above graph shows that the prices of the coca-cola products

are reasonable. From the above graph 24%of the respondents are strongly

agreeing that the prices are very high, 17.6% of the respondents are agree

72
about high prices of coca-cola products. and 52.6% are disagreeing about

prices, and remaining 6.8% are not accepting the high prices.

73
 TABLE – 9

9. Choosing of Coca-Cola Product

Choosing of Coca- Number of Percentage of (%)

S.No.
cola product Respondents respondents
1 Brand name 12 8
2 Availability 7 4.6
3 Price 4 2.6
4 Package 3 2
5 Quality 35 23
6 Variety 8 5.3
7 Taste 81 54
Total: 150 100

160 150

140

120
100
100
81 Number of Respondent
80
Percentage of (%) respondents
60 54

35
40
23
20 12 8 85.3
74.6 42.6 3 2
0
Availability

Taste

Total:
Brand

Price
name

Quality

Variety
Package

1 2 3 4 5 6 7

From the above ,it can be concluded that ,most of the consumers of

coca-cola products are satisfied with the taste ,quality, and brand name

74
and very satisfied consumer is likely with the brand and consume more

than a satisfied consumer.

75
 TABLE – 10

10. Kinds of advertisement preferred for Coca-cola

Kinds of
advertisement Number of Percentage of (%)
S.No.
preferred for Coca- Respondents respondents
cola
1 Advertisements 24 16
2 Hoardings 18 12
3 News Papers 105 70
4 Television 3 2
Total: 150 100

160 150
140
120 105 100
100
Number of Respondent
80 70
Percentage of (%) respondents
60
40 24
16 18
20 12
3 2
0
Television
Advertisements

Total:
Hoardings

News Papers

1 2 3 4

The above graph shows that most of the consumers are preferring

the television advertisement ,70% of the respondents are preferring

television advertisement than the other advertisements.

76
77
 TABLE – 11

11. Schemes of Coca-Cola:

Schemes of Coca – Number of Percentage of (%)

S.No.
Cola Respondents respondents
1 Strongly agree 30 20
2 Agree 52 34
3 Disagree 19 12.6
4 Strongly disagree 49 32.6
5 Either agree or 0 0
disagree
Total: 150 100

160 150

140

120
100
100
Number of Respondent
80
Percentage of (%) respondents
60 52 49

40 30 34 32.6
20 19
20 12.6
0 0
0
Total:
disagree

disagree
Cola

Agree

Disagree
Strongly

Strongly

agree or
Either
agree

1 2 3 4 5

The above graph shows that the consumer behavior towards the

schemes of coca-cola. Majority of the respondents are happy with the

schemes of coca-cola. But the remaining respondents are not happy

78
with the schemes.

79
 TABLE – 12

12. Perception about Coca-cola

Perception of Number of Percentage of (%)

S.No.
Coca- cola Respondents respondents
1 Positive 80 53.3
2 Negative 70 46.6
Total: 150 100
Positive

53.3
1
2
80

The above graph shows the consumer perception regarding

pesticide problem in thums up . majority of the consumers are positive

towards the pesticide problem and they are not believed that problem.

And 46.6% of the respondents are negative and they believed the

problem.

TABLE – 13

13. Coca-Cola is easily available

80
 Coca-cola is easily Number of Percentage of (%)
S.No.
available Respondents respondents
1 Yes 120 80
2 No 30 20
Total: 150 100

Yes

80
1
2
120

The above graph shows the availability of coca-cola products to

the consumers. From the above graph we can say that majority of the

consumers are happy with the availability of coca-cola products.

TABLE – 14

14. Satisfaction of Coca-cola brands

Coca-cola is easily Number of Percentage of (%)

S.No.
available Respondents respondents
1 Yes 114 76
2 No 36 24
81
 Total: 150 100

Yes

76
1
2
114

The above graph shows the consumer satisfaction towards various

brands of coca-cola .it can be concluded that most of the consumers are

very satisfied with the brands of coca-cola. Only few consumers are not

satisfied with the brands of coca-cola.

82
CONCLUSION

83
 CONCLUSIONS

 The coca-cola exist to benefit &refresh every one it touches.

 By 1891, Atlanta entrepreneur, Asa G.Candler had acquired

complete ownership of coca-cola.

 From the year 1894 they began bottled coca-cola .

 The company offered its stock in the New York stock exchange on

November 21st,1986,in the largest initial public offering made up to

that date.

 Coca-cola has started it’s operation in Indian market in October

1993 this has been it’s reentry in the Indian market after with

drawal of it’s operations.

 Coca-cola corporate head quarters are in Atlanta, with local

operations,in over 200 countries around the world founded in1886.

 E.Neville isdell is the Chairman & CEO of coca-cola company.

 84.6% of the consumers are preferring coca-cola brand.

 Majority of the consumers are preferring coca-cola products

because of taste&quality.

 59.3% of the respondent consumers are preferring sprite.

 72% of the respondent’s are preferring 200 ml bottles.

84
 70% of the consumers are preferring television advertisement.

 54% of the consumers are consuming the coca-cola products at

bakeries.

 majority of the consumers are preferring fruit juices in your brand.

 most of the consumers are preferring plastic bottles in small sizes

,in order to carry in the journeys&traveling.

 45% of the consumers are not happy with the schemes.

 47% of respondents are believed the pesticide problem in your

product.

 80% of the consumers happy with the availability of coca-cola

products.

 76% of the consumers are happy with the products of coca-cola.

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SUGGESTION

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 SUGGESTIONS

 Focus on brand building ,create unique and relevant proposition to

command a larger market share. This will reduce dependence on

the highly regulated trade and bring down the cost of sales.

 Improve the quality of coca-cola products.

 Decrease the prices of coca-cola products & make preparations of

fruit juices.

 Bring awareness among the people & the consumers about recent

pesticide problem in your products.

 Bring awareness among the people & the consumers about your

schemes and most of the consumers are not believing your

schemes.

 The advertisements should be simple so that each and every one

can understand easily.

 Avoid unnecessary expenditure on advertisements.

 See that all the products of coca-cola should available at remote

places also.

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 Many competitor’s are existed in the market ,so coca-cola company

need to retain its consumers through recognizing their wants and

demand in order to satisfy them &increase consumer base.

 Use more plastic bottles in order to carry the soft drinks in the

journeys & traveling.

 Please donate some amount of your profits to the old age homes

and welfare of the society. So that your company can get good

name in the present market.

 Improve the quality of thumsup.

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BIBLIOGRAPHY

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 BIBLIOGRAPHY

Author Name Title of the Book Publishers & Edition

 C.R. Kothari “Research Methodology”, Kalyani

Publishers, New Delhi, 1973.

 Philip Kotler, “Marketing Management” Pearson

Publishers, 12th Edition, New Delhi.

 Leaon Schifman & Lesile Lazer Kanulk, “Consumer Behavior”

Eastern Economy Edition Publishers, 8th Edition, New York.

 S.J. Bedker & G.C. Berry, “Marketing Research” 1 st Edition,

Oxford University.

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QUESTIONNAIRE

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 QUESTIONNAIRE

1.a. Name of the consumer

b. Address

2.How often do you consume soft drinks?

a) daily b)once in two days
c) once in a week d)any other(specify)

3.Which brand of soft drink do you prefer?

a) coke b) pepsi c)others(specify)

4.How long have you been consuming this brand?

a)>10 years b)5 to 10 years
c)1 to 5 years d)<1 year

5.Which brands of coca-cola do you prefer?

a)coca-cola b) thumsup c)sprite
d)maaza e)limca f)fanta
g)kinley water h)soda i)others(specify)

6.In terms volume how do you purchase the coca-cola brands?

a)200ml b)300ml c)600ml d)1.5ltrs

7.Where do you consume soft drinks?

a)bakeries b)hotels c)theatres
d)kirana shops e)out side(specify)

8.On what occasion do you generally consume soft drinks?

a) parties b)traveling c)at home d)with friends
e)during meals f) others(specify)

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9.Coca-cola products are very highly priced give your views?
a)strongly agree b)agree c )disagree
d)strongly disagree e)neither agree or disagree

10.What makes you to choose coca-cola products?

a)package b)availability c)price d)package
e)quality f)variety g)taste

11.Which kind of advertisement do you prefer for coca-cola

products?
a)hoardings b)news papers
c)television d)others(specify)

12.I am happy with schemes of coca-cola

a)strongly agree b)agree
c)disagree d)strongly disagree e)neither agree or disagree

13.My perception about coca-cola after reading the news papers

and watching television is (about pesticide problem )
a)positive b)negative

14.Coca-cola is easily available wherever i go whenever i want?

a)yes b)no

15.Are you satisfied with the various brands of coca-cola ?

a)yes b)no

16.If you are asked to mention the main changes that you want in
the service of coca-cola products what would you say and please
give me any suggestions and any information?

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