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STUDY ON CUSTOMER SATISFACTION ON COCA-COLA
CHAPTER-1
INTRODUCTION
pg. 1 SESHADRIPURAM FIRST GRADE COLLEGE

Introduction
Customer Satisfaction:
The buyer forms a judgment of volume and acts. Whether the buyer is
satisfied after purchase depends upon the offer's performance in relation
to the buyer's expectations. According to PHILIPKOTLER, the definition of
customer satisfaction is the level of a person's felt state resulting from
comparing a product's perceived performance (or outcome) in relation to
the person's expectations}
Thus the satisfaction level is a function of the difference between

perceived performance and expectations. A Customer Could
Experience may be three broad levels of satisfaction. If the performance

fans short of expectations. If the performance matches the expectations,
the customer is satisfied .If the performance exceeds expectations, the
customer is highly satisfied, please do delighted.
Companies are aiming high because who are just satisfied will still find it
easy to switch supplies when a better offer comes along. The fact is that
high satisfaction or Delight creates an emotional affinity with the brand not,
just a rational preference, and they creates high customer loyalty.
The change is to create a company culture such that everyone within the
company aims to delight the customer. Companies seeking to win in

today's markets must track their Customers expectation perceived company

performance and consumable satisfaction that need to monitor this for their
competitors as well.
Coca-Cola is the leading global company of soft drinks. It sells its products in more than
200 countries around the globe. It generates 80% of its profit from outside the United
States.
They have colossal brand recognition across the world. From the survey, it is found
that around 94% of people across the globe are aware of the red and white logo of
Coca-Cola.
We do not know the secret behind the success of Coca-Cola but in starting when Coca-
Cola company launch in 1886 in Atlanta, Georgia. The company sold 1.9 billion
servings each day, but if we look at past the data before 133 years shown that the
company sold only nine servings each day. Look how time changes.
Coca-Cola has evolved a lot from when it first started, the company went from selling
one products to more than 3,500 beverages, having affiliations with 500 brands selling
17 billion serving in a single day to more than 200 countries.

When the product was first produced by Dr. Pemberton in the form of a syrup and sold
for 5 cents a glass as a soda fountain drink. The carbonated drink was then changed to
a syrup to a drink that was said to be refreshing and delicious. Dr Pemberton then went
on to partner with a book keeper Frank M Robinson who suggested the name to be
changed to Coca-Cola. The company was incorporated in 1892 and its drink were first
sold in bottles in 1894 and then first established internationally in 1904 in countries like
Canada, Cuba and Panama.

Dr Pemberton never realized the true potential of the soft drink he had created. Over the
years he gradually sold portions of his business to various partners and, just prior to his
death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. Mr Candler
who was a businessman from Atlanta, went on to buy additional rights and acquire
complete control.
Under Candler’s leadership, sales rose from about 9,000 gallons of syrup in 1890 to
370,877 gallons in 1900. Also during that decade, syrup-making plants were established
in Dallas, Los Angeles, and Philadelphia, and the product came to be sold in every U.S.
state and territory as well as in Canada. In 1899 the Coca-Cola Company signed its first
agreement with an independent bottling company, which was allowed to buy the syrup
and produce, bottle, and distribute the Coca-Cola drink. Such licensing agreements
formed the basis of a unique distribution system that now characterizes most of the
American soft-drink industry.
Capitalized at $100,000 in 1892 upon incorporation, the Coca-Cola Company was sold
in 1919 for $25 million to a group of investors led by Atlanta businessman Ernest
Woodruff. His son, Robert Winship Woodruff, guided the company as president and
chairman for more than three decades (1923–55).
The post- World War II years saw diversification in the packaging of Coca-Cola and the
development or acquisition of new products. The trademark “Coke,” first used in
advertising in 1941, was registered in 1945. In 1946 the company purchased rights
to Fanta, a soft drink previously developed in Germany. The contoured Coca-Cola
bottle, first introduced in 1916, was registered in 1960. The company also introduced
the lemon-lime drink Sprite in 1961 and its first diet cola, sugar-free Tab, in 1963. With
its purchase of Minute Maid Corporation in 1960, the company entered the citrus juice
market. It added he brand Fresca in 1966.

In 1978 Coca-Cola became the only company allowed to sell cold packaged beverages
in the People’s Republic of China. In 1982 the company introduced its low-calorie
sugar-free soft drink Diet Coke (originally named Diet Coca-Cola). In an effort to
address its decline in market share, the company adopted a new flavour of Coca-Cola
in April 1985, using a formula it developed through taste tests. New Coke was not well
received, however. Owing to the public outcry, Coca-Cola revived its original flavour in
July, which was then marketed as Coca-Cola Classic. From 1982 to 1989 the company
held a controlling interest in Columbia Pictures Inc, a motion-picture and entertainment
company.
New markets opened up for Coca-Cola in the early 1990s; the company began selling
products in East Germany in 1990 and in India in 1993. In 1992 the company introduced
its first bottle made partially from recycled plastic—a major innovation in the industry at

the time. Coca-Cola created many new beverages during the 1990s, including the Asia-
marketed Qoo children’s fruit drink, Power ade sports drink, and Dasani bottled water.
Coca-Cola also acquired Barq’s root beer in the United States; Inca Kola in Peru; Maaza,
Thums Up, and Limca in India; and Cadbury Schweppes beverages, which were sold in
more than 120 countries across the globe.
In the early 2000s Coca-Cola faced allegations of illegal soil and water pollution, as well
as allegations of severe human rights violations. In 2001 the United Steelworkers of
America and the International Labor Rights Fund (ILRF) filed a lawsuit against Coca-Cola
and Bebidas y Alimentos and Panamerican Beverages, Inc. (also known as Panamco
LLC; the primary bottlers of Coca-Cola’s beverages in Latin America), claiming that the
defendants had openly engaged so-called “death squads” to intimidate, torture, kidnap,
and even murder union officials in Latin America. The controversy gained worldwide
attention and led several American universities to ban the sale of Coca-Cola products on
their campuses. The lawsuit was eventually dismissed.
In 2005 the company introduced Coca-Cola Zero, a zero-calorie soft drink with the taste
of regular Coca-Cola. In 2007 the company acquired Energy Brands, Inc., along with its
variously enhanced waters. That same year Coca-Cola announced that it would join
the Business Leaders Initiative on Human Rights (BLIHR), a group of companies

working together to develop and implement corporate responses to human rights issues
that affect the business world.
The mission of the company is to refresh, inspire optimism and bring about happy
moments in consumers lives, while the framework of the company is to address various
elements of its business which are customers, partners, productivity, brands portfolio and
communities.

According to Business Insider, approximately 94% of the world population is aware of

the red and white logo of coca cola, pointing out the fact it has been successful in
implementing its mission. The competitors of Coca-Cola is Pepsi Co and Dr. Pepper
Snapple.
Coca-Cola uniquely designs its marketing strategy, which gives a boost and gives broad
global recognition. Like many other companies, Coca-Cola bases its marketing strategy
on 4Ps: product, promotion, price, and place. Coca-Cola follows the marketing mix
strategy. But there are other reasons too behind the success of Coca-Cola.
Marketing Strategy Of Coca-Cola:
A clear marketing strategy should revolve around the company's value proposition, which
communicates to consumers what the company stands for, how it operates, and why it
deserves their business.
We have to consider many elements when designing the marketing strategy—these
strategies related to each other in such a way that they meet the company's goals. Coca-
Cola is one of the typical examples that built its marketing strategy so that it is recognised
and liked all over the world. Its marketing strategy is that they do proper analysis and
research about the factors and then apply it.
Marketing segmentation:
We define market segmentation so that consumers who share the same set of needs
and demands and as a leading industry, you should need to know the requirements and
your target market and how you fulfil and satisfy their needs and wants.

At its core, market segmentation is the practice of dividing your target market into
approachable groups. Market segmentation creates subsets of a market based on
demographics, needs, priorities, common interests, and Other psychographic or

behavioural criteria used to better understand the target audience.
By understanding your market segments, you can leverage this targeting in product,
sales, and marketing strategies. Market segments can power your product
development by informing how you create product offerings for different segments like
men vs. women or high income vs. low income.
Companies who properly segment their market enjoy significant advantages. According
to a study by Bain & Company, 81% of executives found that segmentation was crucial
for growing profits. Bain also found that organisations with great market segmentation
strategies enjoyed a 10% higher profit than companies whose segmentation wasn’t as
effective over a 5-year period.
Mass marketing strategy vs. target Marketing strategy:
Coca-Cola target every customer in the market, but its main focus is age, family size,
income. The perfect segmentation is the reason behind the success of Coca-Cola.
The simple explanation to define the difference between targeted and mass marketing is
that mass marketing tries to reach as many people as possible, while targeted marketing
attempts to reach a specifically defined and profiled audience. Both of these methods
can be an effective route to market and can drive leads and sales for a business.

Mass marketing can be more expensive, the message must be stated in the most basic
form to have the broadest appeal possible and the can the result can become diluted. In
the digital age, people expect to be spoken to on a personal level and a blanket mass
marketing campaign could prove a costly exercise if not executed properly.
Age:
One of the most important factors that Coca-Cola targets are age, divided into two
segments.
Age is an important demographic factor that affects consumer behaviour.
As people grow, their needs change. Similar changes appear in their buying decision
making patterns. With age, our health needs change and so do our other needs.
Age brings changes to people’s lifestyle and affects their needs and personal values.
Firstly they target young people age between10-35. That's why it mostly uses pop stars
in their advertisement. They arrange different campaigns in universities, colleges,
schools, etc. in acquiring contracts.
They also target elder people 40 plus who are diet conscious and diabetic, introduced
diet coke.
• Income and family size:
Income is another factor that is segmented, and it is related to family size too. Coca-Cola
introduced different packaging and sizes at different price levels so that everyone easily
affords it. Especially students, middle class, low class so that everyone enjoys the taste
of coke.

Family makeup can be instrumental in segmentation because when a family’s dynamic

changes, its needs and desires often do too. This strongly affects their buying habits and
your sales process.
Single individuals tend to prioritize themselves, while newly married couples are likely
prioritizing each other and their homes. Couples with several children have different
needs than those who just had their first child. Large families might be more interested in
low-cost household products, as compared to a couple with the same income, but without
any children.
• Geographical segmentation:
As we know, the Coca-Cola Company sells its products globally and in more than 200
countries. They apply marketing strategies according to income, culture, customs, and
climate.
Since people in different locations are bound to display different characteristics and have
various wants and needs, geographic location is an integral factor in determining market
positioning and product sales.
For example, in America and China in America, the product demand reached a high level,
and it is liked by aged people too, and in China, the potential of growth is high, but it
differs from habitat and needs.
In Asian regions, people mostly prefer tea instead of beverages. There is variation in
marketing strategies, advertisement campaigns, drink look and taste, because of
people's diverse taste.

Taste varies according to the region like Asian people like sweeter taste than other
countries, but the essential ingredients and process are the same worldwide.
• Gender segmentation:
Coca- Cola also targets according to gender, male, and female differently. However,
there is a difference in taste and preference.
For example, Coca-Cola light is popular among females, especially among young girls,
coke zero, and thumbs up are popular among males due to its strong taste.
The categorization of potential markets on the basis of gender i.e. male or is what entailed
in the process of ‘'Gender Segmentation'’. Though both males and females can come
under the target market for a given product but it is also possible that the share of one
gender may surpass the share of another gender in the company’s target market. With a
view to cater the needs of both the genders, markets can be segregated by the
businesses. Besides, markets can also bring changes in their products with an aim to
fulfil the requirements of a specific gender thereby justifying the term Gender
Segmentation.
They use different targeting strategies like in designing the coke zero packaging’s. They
use red and black looks, which gives more masculine looks as compared to coke light.
And there is also a difference in commercials and advertising campaigns. These
marketing strategies are applied the attract people and increase the sales of the product,
which provides with high profit to the company.

• PEST-Analysis of the Coca-Cola Company:

PEST analysis is abbreviated as political, economic, social, and technology; it analyses
the environment in which the company operates its system.
• Political Factor:
The government have proper control and check on the procedures and process of non-
alcoholic beverages. FDA (Food and drug administration) controls this system. The
changes in the law have a strong influence as it may cause-effect to tax.
In recent years there is a lot of changes in the law to maintain quality and healthy
consumption of food. Moreover, in many universities, schools, carbonated drinks are
banned.
The production of Coca-Cola influences many government systems. Many big

companies like Coca-Cola practice are lobbing. In Europe, a new system traffic lights
are introduced in which healthy foods are indicated by a green light and the non-healthy
by a red light. Coca-Cola wanted to advertise this project and start lobbing
successfully.
In every country, political stability plays a significant role in investment in the country.
According to every state, the company has to look at the employer law of the nation
because they have a vast number of employers in different countries.
• Economic factors:
Economic factors play a significant role, such as the country's economic growth, what
Interest rates they offer, what Exchange rates are going, and the Inflation rate matters a
lot.
Manufacturer companies, just like Coca-Cola they attract to low exchange rates and the
low-interest rates. The company borrows money and invests it. If there are high inflation
rates, it affects the company, especially their research on new products or technology
because it affects the cost-effectiveness.
Another strategy that Coca-Cola follows is that they invest in developing countries where
labour is cheap. For example, in the UK they have to pay more salaries compared to
Asian countries.
• Societal factors:
Social factors play a significant role in marketing. The health-conscious people affect a
lot of marketing of Coca-Cola products. They prefer the diet coke over regular Coca-
Cola, and many people switch from alcoholic beverages to non- alcoholic because it is
not suitable for health.
Population growth rate varies from country to country; it also affects the product
marketing and consumption. The country has to adapt its production and distribution
strategy according to it.
Age is one of the critical factors, and Coca-Cola took advantage of it. It mostly targets
the young generation, and the country with more young generations provides a
considerable profit to it compared to the elderly population.
Income distribution and career aptitudes also play an essential role decision-making
Process .Coca-Cola is an American product, and its sales also depend on how people
open towards America and American products.

• Technology:
With the advancement in technology and the utilisation of technology tremendously

increase the sales of Coca-Cola. For example, company use glass bottles then plastic
bottles and cans are utilised it becomes easy for people to bin them easily.
With the advancement of communication channels, television, and the internet

significantly influence communication technologies and marketing strategies.
However, with the advancement in technology, we have to be aware of and analyse how
to improve new strategies may be those strategies that we follow are wrong and we have
to improve our policy and Coca-Cola honestly believe on this principle. They develop
their marketing strategy with time.
With the improvement in machinery, it increases the sale and production of Coca-Cola
company products.
Producing companies to formulate customer-centric strategies. These

changes had appositive impact, leading to the rapid growth in the FMCG
industry. Increased availability of retail space, rapid urbanization, and qualified
manpower also boosted the growth of the organized retailing sector.
HLL led the way in revolutionizing the product, market, distribution and service
formats of the FMCG industry by focusing on rural markets, direct distribution,
creating new product, distribution and service formats. The FMCG sector also
received a boost by government led initiatives in the 2003 budget such as the
setting up of excise free zone sin various parts of
The country that witnessed firms moving away from out sourcing
manufacturing by investing in the zones.

Though the absolute profit made on FMCG products is relatively small,
generally sell in large numbers and so the cumulative profit on such

products can be large. Unlike some industries, such as automobiles,
computers, and airlines, FMCG does not suffer from mass layoffs every
time the economy starts to dip. A person may put off buying a car but he
will not put off having his dinner.
Unlike other economy sectors, FMCG share float in a steady manner
irrespective of global market dip, because they generally satisfy rather

fundamental, as opposed to luxurious needs. The FMCG sector, which is
growing at the rate of 9% is the fourth largest sector in the Indian
Economy and is worth Rs.93000 cr. The main contributor, making up
32% of the sector, is the South Indian region. It is predicted that in the
year 2010, the FMCG sector will be worth Rs.143000cr. The sector being
one of the biggest sectors of the Indian Economy provides up to 4 million
jobs. (Source: HCCBPL, Monthly Circular)
Mission:
Our roadmap starts with our mission, which is enduring. It declares our purposes as a
company and serves as the standard against which we weigh our actions and decisions.
❖ To refresh the world…

❖ To inspire moments of optimism and happiness…
❖ To create value and make a difference.

Vision:
Our vision serves as the framework for our roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.
❖ People: Be a great place to work where people are inspired to be the best they
can be.
❖ Portfolio: bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people’s desires and needs.
❖ Partners: nurture a winning network of customer’s and suppliers, together we
create mutual, enduring value.
❖ Planet: be a responsible citizen that makes a difference b helping build and
support sustainable communities
DEFINING CUSTOMER VALUE AND SATISFACTION:
Customer value: Customers will buy from the firm that they see as offering the highest
perceived value.
Customer perceived value (CPV) is difference between the prospective customer’s

evaluation of all the benefits and all the costs of an offering and the perceived
alternative’s.
The customer delivered value has two components- total customer value and total
customer cost.
Total customer value is the perceived monetary value of the bundle of economic,
functional, and psychological benefits customers expect from a given market offering.

Total customer cost is the bundle of costs customers expect to incur in evaluating,
obtaining, using, and disposing of the given market offering.
Customer satisfaction measures the following variable’s:

1. Product
2. Service
3. Relationship
4. Price
5. Convenience
6. Brand image
7. Brand association
8. Total customer experience

CHAPTER-2
RESEARCH
DESIGN

TITLE OF THE STUDY:
“A STUDY ON CUSTOMER STATISFACTION ON COCA-COLA”
Statement of the problem in COCA-COLA
Even though the COCA-COLA product is gaining popularity in the world and
being used by most of the people, but still the product can’t be adopted by
everyone, Especially the kids and diabetic people. Majority of the product
users in the world are students youths and middle age people, whereas the
ratio of COCA-COLA under the age group of 40 to 60 and above is very less.
COCA-COLA is facing major challenges as revenue and soda sales drop due
to the change in consumer’s taste to less sugar drinks and healthy brands.
OBJECTIVE OF THE STUDY:
1. To find out the consumer preferences of coco-cola products.
2. To study consumer opinion on price and package of coco-cola products.
3. To assess the association between demographic variables and factors of customer

satisfaction.

4. To identify the customer satisfaction towards the services rendered by Coco-Cola

company.
5. To analyse that whether it is safe to drink for small kids and whether the product is
pesticide and chemical free.
6. To study what is current consumption rate.
LIMITATIONS OF THE STUDY:
The main purpose of this study is get idea about the preference of the customers towards
various Coco- Cola products. But there are certain factors which affects this study they
are as follow:
1. Since the sampling procedure was judgmental, the sample selected may not be true
representative of the population.
2. Economic and market conditions are very unpredictable (Present and future).
SCOPE OF THE STUDY:
This project is related with all the core activities of a marketing person when he/ she tries to
analyse that whether customers are really satisfied with the product or whetherconsidered as
the king of the market, a marketer needs to identify the need of a customer and offer the
product accordingly. While much of the world is changing rapidly, with the old giving way to
the new at almost daily strokes, whether COKE has withstood the test and taste of time,
binding the young and old to enjoy their moments of simple pleasure and eternal joy.
• As coke is one of the largest used beverage, it will make us clear that whether the
customer’s are really satisfied with the product or not what kind of customer relationship
does company prefer with its customers.
• This project will help us to understand the organization holistically. Like what the
organization all about and what are it’s divisions and how does it operate its function’s?
• With the help of this project we will be able to draw the clear cut picture of consumerism.
• Lastly our area of interest in Business Research and Marketing Management is “Customer
Satisfaction” and Customer relationship” issues, which draws us to choose this project.
Research methodology:
In this project description research method is considered, which is to collect data

from extensive market surveys. Going directly to the market and asking customers
and consumers about their beliefs and attitudes about the company and it’s brand,
their experiences with the company, their interest in getting directly linked with the
company.
Asking for the delightment, if any, they have received from the company or if they
have any dissatisfaction and misconception about the company and clearing their
doubts henceforth.
Types of Research:
Research design is purely and simply a framework for a study that guides
the collection and analysis of the data.
There are two basic types:
1. Descriptive Research
2. Casual Research
This research includes surveys and fact finding enquiries of different

kinds. The major purpose of descriptive research is that the researcher
can only describe the state of affairs existing at present in the

organization.
The Main feature of this method is that the Researcher has no control
over the extraneous variables called the respondents as he is going to
interview the employees of the organization in order toper form his study.
He can only report what happened or what is happening. In social
science and business research, we quiet often use the terms “ex post
factor search ”for descriptive research studies, the researchers can
discover and describe the causes for various situations but he cannot
control the situations.
Causal analysis helps the researcher to analyze the cause and effect
relationship between the dependent and in dependent variable existing
within the organization. The independent variables are quality, price,
availability, durability, after sales service and other features of Coca-Cola
Soft drink Products and the dependent variables are the Customers’
satisfaction towards the Coca Cola Soft drink Products and their loyalty
towards their product.
Types of Research:
The study has been descriptive in nature which includes surveys & fact finding
enquiries of different kinds. The major purpose of this study is the description of
the affairs as it exists at present.
There has been less control over variables. The things reported in project report
include only that which has actually happened & what are happening. The
methods of study include comparative & correlation.

Research instruments/ Data extraction:

Primary data meaning: Primary data is the type of data that is collected exclusively for
the first time. In simple it is the first hand data gathered by the researcher himself/herself
directly from the main source.
Primary data used in the study:
Type: Questionnaire
From: Google Forms
Secondary data meaning: Secondary data is a data that is already been collected and
processed by primary sources and are already available for researchers and for others if
required which is open to use for everyone for their own research.
Secondary data used in the study:
The secondary data used in the study is extracted from various online
resources.
➢ Articles
➢ Journals
➢ Books
➢ Corporate websites

A BRIEF INSIGHT-BEVERAGE INDUSTRY IN INDIA:
In India, beverages form an important part of the lives of people. It is an

industry, in which the players constantly in novate, in order to come up with
better products to gain more consumers and satisfy the existing
consumers.
BEVERAGES IN INDIA:
The beverage industry is a stand there various ways of segmenting it, so as
to cater the right product to the right person .The different ways of
segmenting it are as follows:
❖ Alcoholic, non-alcoholic and sports beverages.
❖ Natural and Synthetic beverages.
❖ In-home consumption and out of home on premises consumption.
❖ Age wise segmentation i.e. beverages for kids, for adult and for
senior citizens.

Segmentation based on the amount of consumption i.e. high levels of consumption and low levels of
consumption.
If the behavioral patterns of consumers in India are closely noticed, it could be observed that consumers
perceive beverages in two different ways i.e. beverages are a luxury and that beverages have to be
consumed occasionally. These two perceptions are the biggest challenges faced by the beverage industry.
In order to leverage the beverage industry, it is important to address this issue so as to encourage regular
consumption as well as and to make the industry more affordable.

Four strong strategic elements to increase consumption of the products of the beverage
industry in India are:
❖ The quality and the consistency of beverages needs to been changed so that
consumers are satisfied and they enjoy consuming beverages.
❖ The credibility and trust needs to be built so that there is a very strong and safe
feeling that the consumers have while consuming the beverages.
❖ Consumer education is a must to bring out benefits of beverage consumption
whether in terms of health, taste, relaxation, stimulation, refreshment, well-being or
prestige relevant to the category.
❖ Communication should be relevant and trendy so that consumers are able to find
an appeal to go out, purchase and consumer.
❖ The beverage market has still to achieve greater penetration and also a wider
spread of distribution. It is important to look at the entire beverage market, as a big
opportunity, for brand and sales growth in turn to add up to the overall growth of the
food and beverage industry in the economy.
It may be recalled that Coca-Cola, the world's number one player, was present in India
for along time in collaboration with an Indian producer but was thrown out in the
late1970s.It reappeared in India following the economic liberalization era but after its
rival, world's number two, had already entered in a big way following along and tough
fight against the opposition from the domestic producers. When Coca-Cola re-entered,
it installed an milestone.
It acquired the well flourishing India's top player, Parle. Since then it is basically a fight
between the two American giants .Others are playing a peripheral role, as adjuncts to the
two MNCs. World's third biggest player, Cadbury Schweppes, had also made an entry

but was gobbled up by Coca-Cola. When Coca-Cola acquired Parle brands, it was In
fact, buying the bottling facilities, the marketing network, and the established consumer
preference during the market build-up. The brands were a drag on the global brand.
Since Coca-Cola was not interested in brands(like Thumps Up),it did not promote them.
The result, at least, in the short run was a loss of the market to the competitor. Coca-
Cola decided to market more effectively the Parle brand. It had in its armory Coke,
Thumps Up, Limca and Fanta.
The latest to enter market was Parle’s erstwhile Rimzim, alongside PortelSlo, a black
currant flavored drink, very popular in Srilanka.
Coca-Cola operates through 35 plants and 16 franchisees throughout the country, while
PepsiCo has 20 plants, but it has 7 more franchisees at 23 to 16 of its rival. Coca-Cola
claims a market share of 51%, while Pepsi has a share of 46%. The claims, however,
remain disputed. The other smaller players like Pure Drinks Ltd claim the rest of the
market. The shares of the two lead players are consolidated figures, which include the
respective bottlers. Coca-Cola had approached the government for a five year extension
for divesting 49% equity in its bottling subsidiary, Hindustan Coca-Cola Holdings. It had
set up the marketing subsidiary as part of its strategy to integrate all its bottling
operations, both company-own eland franchisee bottlers, apparently keeping in line with
its global policy. All together, it had bought initially over 38 franchisee bottlers.
IFB Agro Industries has handed over the distribution rights of Cadbury Schweppes in favor of
Coco-Cola India, following the global takeover of Schweppes beverages by Coke. The company
still retains the bottling rights for the beverages.
TCCC re-entered the Indian markets post the economic liberalization of 1991 and
established Coca-Cola India Private Limited(CCIPL) as its wholly-owned subsidiary in
1992.Entities comprising the Coca-Cola System in India are presented below.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola
Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and
beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,
Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed bottling partners of The Coca-
Cola Company, who are authorized to prepare, package, sell and distribute beverages under
certain specified trademarks.
The Coca-Cola Company; and an extensive distribution system comprising of our

customers, distributors and retailers.
Coca-Cola India Private Limited sells concentrate and beverage bases to authorized
bottlers who are authorized to use these to produce our portfolio of beverages. These
authorized bottlers independently develop local markets and distribute beverages to
grocers, small retailers, supermarkets, restaurants and numerous other businesses. In
turn, these customers make our beverages available to consumers across India.

Coke Advertisements:-It’s the Real Thing:
Advertising has played an important role in the success of our products since our first
newspaper Ad in 1886, which read, "Coke” Delicious! Refreshing! Exhilarating!
Invigorating! "The Company uses advertising to trigger desire as often and in as many
ways as possible. Throughout the years, slogans for Coke have always been
memorable. Here are some highlights:
2000-COCA-COLA ENJOY
1993-ALWAYSCOCA-COLA
1990 -CAN’T BE AT THEREALTHING
1989 -CAN’TBEATTHEFEELING
1986-RED, WHITE AND YOU
1982 -COKEISIT
1976-COKE ADDS LIFE
1971 -I’D LIKETOBUYTHEWORLDACOKE
1969 –ITS THE REALTHING
1963 -THINGSGOBETTERWITHCOKE
1942 –ITS THE REALTHING
1936 -ITSTHEREFRESHING THINGTODO
1922 -THEPAUSETHATREFRESHES

Fresh, creative and tasteful, advertising images for Coca-Cola have always set a high standard of
quality for other products around the world. The Company recognizes that Coca-Cola belongs to the
billions of consumers in every corner of the globe who have chosen it as their favorite soft drink. Their
advertising reflects that special relationship between consumers and the simple moments of pleasure
they have come to associate with Coca-Cola.
Customers can be divided into three zones:
1. Zone of defection where customers are extremely hostile and have the lowest level of Satisfaction.
2. Zone of in difference where customers are not sure. They have a medium level of satisfaction and
loyalty towards the company.
3. The third level of customers is in the zone of affection described as "Apostles".
CUSTOMER SATISFACTION= [customer experience- customer expectation]
Customer satisfaction is greater than 0. It enhance the customer LMV
Customer satisfaction is lesser than 0 Customer attrition are most frequent result fall in LMV
LMV : Every customer is an asset and has a economic life time market value (LMV).
A customer lift time value can be determined by using the following formulae-
LMV= [average customer transaction amount * number of transactions he or she will conduct with
the organization over time]

It is the loyalty that will entails marketer to enjoy a long term relationship.
The value of Information can be useful, but what determines its real value to the organization? In
general, the value of information is determined by:
The ability and willingness to act on the information.

• The accuracy of the information.
• The level of risk aversion.
• The cost of the information in terms of the time and money.
COMPETITORS
Cola War: Coca‐Cola vs. Pepsi‐Cola
• Pepsi reintroduced “the Pepsi Generation” advertising campaign in the early1970’s.
• Pepsi had run briefly this advertising campaign in the early 1960’s. Its reintroduction
was driven by John Sculley, who would later go on to run Apple.
• The Pepsi Generation advertising, along with the tag‐line “The Choice of a New
Generation” , helped position the Pepsi as modern, young, innovation and energetic.
At the same time, it was designed to reposition Coke in the minds of the consumers as
old, tired and boring.
• The Pepsi Challenge also started in the 1970’s has run off and on ever since through
many parts of the world. The Pepsi Challenge consisted of a blind taste tests with
consumers.
• These were filmed and the reactions of loyal Coke drinkers that chose Pepsi were shown
as “reality advertising”.

• Over 300 of the Pepsi Challenge TV commercials (TVCs) were made, usually for
Local/regional markets throughout America.
• Occasionally deals were struck, at a university or college campus for example, for the
University to switch to Pepsi if they won. Needless to say, Pepsi consistently won all
Pepsi Challenges – usually by a narrow margin.
• This period – 1970s and 1980s of aggressive promotions and comparative advertising
between Coke and Pepsi is now referred to as the “Cola Wars”.
• The cumulative impact of all these marketing activities by Pepsi against Coke were
designed to reposition the brands in the minds of the consumers, as shown in the
following perceptual map.
Pepsi Sponsors Michael Jackson:

• Pepsi signed Michael Jackson to make two TV commercials and to sponsor his concert
out just before “Thriller” took off – which became the biggest selling album of all time.
• The deal was struck for $5 million, this was an extraordinary amount of money to be
paid to a celebrity for a sponsorship deal in the early1980’s.
Coke Sponsors Bill Crosby:

• Coke had increased their advertising and promotional spending from $50m to $200m in
Recent years. Their $200m promotional budget was 1/3 more than Pepsi’s spend of
$150m)
• Coke were running more aggressive sales promotions and discounting in stores (to
reduce the impact of the Pepsi Challenge advertising). To offset this discount, Coke
started to increase prices to their captive customers (such as the fast food chains)
• Pepsi now had Michael Jackson at the height of his career. To counteract this, Coke
used Bill Cosby as their main spokesperson. Bill had the number one TV show in
America at the time (The Cosby Show), but probably had more family appeal rather
than youth appeal
Impact on the Market Share:

• Pepsi started outselling Coke in the “free‐choice” channels, such as supermarkets,
grocery stores and drug stores as early as1977.
• Pepsi was consistently closing the market share gap on the market leader, with Coke’s
market share fell from 24.3% to 21.8% (down 2.5%) from 1980 to1984.
• But Pepsi’s taste preference was impacting these contracts. For example, the Burger
King chains switched from Coke to Pepsi in 1983. And to add to the concern of a
falling market share for Coke, the overall soft drink market was in slight decline.
• There was increasing “pressure” on maintaining retailer relationships (e.g. the lost of
the Burger King account) as Pepsi was becoming more acknowledged as the preferred
cola among consumers,
• Coke was able to maintain its market share lead because of its distribution and retailer
relationships (e.g. with McDonald’s and other fast food chains, extensive numbers of
vending machines, relationships with restaurants, hotels, cinemas, airlines and soon).
Reformulation of Coca‐Cola:
• Secretly, Coke's management began researching the possibility of reformulating
Coca‐ Cola to respond to the apparent changes that had occurred in consumer tastes.
• By 1984, researchers had arrived at a new formula for Coke
• Coke's market research on the reformulation was one of the most exhaustive market
research projects in history; It cost $4 million and included interviews with almost
200,000consumers.
• In blind taste tests, New Coke beat Pepsi by as much as 6 to 8%points.
• In addition to beating Pepsi, cola drinkers chose this new formula over the old Coke
formula by 55% to 45% in blind taste tests
• Loyal Coke drinkers chose it over the old Coke formula by 53% to 47%, In taste tests
where the drinks were identified as “New Coke"
• “Old Coke," cola drinkers preferred the new formula over the old formula By 61 % to
39%,
New Coke over Old Coke:
• On April 23, 1985, Coke announced the reformulation with a grand flourish.
• Slagging a multicity satellite press conference in New York, Atlanta, Chicago, Houston,
Los Angeles, and Toronto.
The next day, a front‐page article in The New York Times reported: "The Coca‐Cola
The next day, a front‐page article in The New York Times reported: "The Coca‐Cola
Company said yesterday that it had scrapped the formula for the world's best‐selling
soft drink.
• The recipe, concocted 99 years ago, has been placed in the vault at the Trust
Company of Georgia Bank, never to be used again, said Roberto C. Goizueta,
chairman of Coca‐ Cola.
• In addition to the extensive publicity. Coke announced that the new Coke would come
in a new can, with updated red and silver graphics replacing the traditional red and
white look.
• Coke had decided to make sure that consumers would be aware that Coca‐Cola's
flavour was being changed.

Initial Reactions:
• Most consumers appeared to be positive.
• Many bottlers reported that sales of new Coke were greater than expected
• During the first few weeks after the new Coke introduction, the company's weekly
survey of 900 respondents showed consumers preferring new Coke over old Coke by
a margin of 53% to47%.
• However, during this period, there was also intense media coverage of those
consumers who did not like the new Coke and were angry about the change.
• In a number of cities, old Coke loyalists sponsored protest rallies and boycotts and
received widespread media attention.
• By June, it was becoming apparent to Coke's management that consumer
dissatisfaction with the reformulation was increasing.

• The stream of angry letters and phone calls was becoming a flood, and weekly tracking
surveys confirmed that consumers were becoming increasingly negative
About change.

• In a survey conducted during the first week of July only 30% of consumers
Interviewed reported preferring the new Coke to the old.
OBSERVATIONS ON CONSUMER SATISFACTION:
Theme a soured value of industrial output is not necessarily a measure of

customer satisfaction with that output. Here are some of Professor
Farmer's finding son the industry level.
□ Customer satisfaction win be lower in industries where the industry
offers a homogeneous product to a heterogeneous market. On the -I
other hand, industries that supply high quality homogeneous product to a
heterogeneous is market win register high satisfaction.
□ Customer satisfaction is lower in industries where repeat buyers
force high switching costs. They have to buy from the Supplier even
though their satisfaction is low.
□ Industries, which depend upon repeat business generally, create a

higher level of customer satisfaction.
□ As a company increases its market share, customer satisfaction
can fan. This is because more customers with heterogeneous demands
are drawn into buying a fairly homogeneous product.
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. "In a survey of nearly 200 senior marketing managers,
71 percent responded that they found a customer satisfaction metric very
useful in managing and monitoring their businesses.

It is seen a sake performance indicia to within business and is often part of a

Balanced Score card. In a competitive market place 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 customer’s 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 to do this, firms need reliable and representative
measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their

product or service has metro exceeded expectations. Thus ,expectation
streaky 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, 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 offline print with provisions that they would never getaway
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. There is a substantial body of empirical
literature that establishes the benefits of customer satisfaction for firm.
PRODUCT PROFILE:
Coca-Cola is the most popular and biggest-selling of drinking history, as

well as one of the most recognizable brands in the world.
Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola

was first offered as a fountain beverage at Jacob's Pharmacy by mixing
Coca-Cola syrup with carbonated water.
Coca-Cola was patented in 1887, registered as a trademark in 1893 and by

1895 it was being sold in every state and territory in the United States.
In 1899, The Coca-Cola Company began franchised bottling operations in

the United States and in 1906 bottling operations for Coca-Cola began to
expand internationally.
Soft drinks:
Our dozens of soft drink brands provide flavour and refreshment in a

variety of choices. From the original Coca-Cola to most recent
introductions, soft drinks from The Coca-Cola Company are both icons
and innovators in the beverage industry.
Brand Name:-COCA-COLA
Drink Type:-SOFTDRINKS
Coca-Cola is the most popular and biggest-selling soft drink in history, as well
as the best-known product in the world. Created in Atlanta, Georgia, by Dr.
John S. Pemberton, Coca-Cola was first offered as a fountain beverage by
mixing the products.
Such as Coca-Cola Syrup with carbonated water. Coca-Cola was introduced in

1886, patented in 1887, registered as a trademark in 1893 and by 1895 it was
being sold in every state and territory in the United States. In 1899, The Coca-
Cola Company began franchised
Bottling operations in the United States. Coca-Cola might owe its origins to the
United States, but its popularity has made it truly universal. Today, you can find
Coca-Cola in virtually every part of the world.
Available in the following flavors: Cola, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange and Cola, Raspberry.

Product List & Descriptions:
Vio Almond Delight

Maaza
Pulpy Orange Minute Maid Nimbu

KinleySoda Limca
Kinley Coca-
Water Cola
Diet Coke ThumsUp

Sprite Fanta
Research on product is pesticide and chemical free:
The water Coca-Cola uses in its drinks in India is free of pesticides, a reputed
research centre found. But the validation prompted a swift rebuttal from another
Indian group that accused Coke and other soft drink makers of selling unsafe
products.
“None of the pesticides as-per-the-scope-of-work were found to be present in process
water used for beverage production by the plants,” said the Tata Energy Research
Institute, which was commissioned by Coca-Cola Atlanta and the University of
Michigan for an independent study on its India facilities.
In 2003, the Centre for Science and Environment, located in New Delhi,
released a report on pesticide residues in soft drinks in India. It conducted a
follow-up study in 2006 and found that little had changed. The centre said it
highlighted Coca-Cola and PepsiCo Int. because they control around 80% of the
soft drink market.

Tests by campaigners showed Pepsi's soft drinks had 36 times the level of
pesticide residues permitted under EU regulations and Coca-Cola's had 30
times the level. The CSE said that, in all 12 of the soft drinks it tested, toxins
including linden and DDT were found. Similar tests on US colas found no
such resides.
Coca-Cola is not chemical free but also chemical free because many of our
beverages contain sugar, which has kilojoules. While sugar is fine in
moderation, too much of it isn't good for anyone. Consuming too many
kilojoules, including soft drinks with sugar, can contribute to weight gain.
Is it safe for kids?
A recent faux pas in their advertisement, declaring that their products —Coke, Sprite,
Thums Up and Limca — are not “recommended for children” have put them on the
spot. While this “safety warning” is mandatory for those products that contain
“artificial sweeteners” like Diet Coke and Coke Zero, the advertisement had all the
variants, including those which do not contain artificial sweeteners. The sloppy
marketing blunder has now gone viral on social media, pushing the senior
management of the company to run a campaign clarifying their stand.

The government made it mandatory for the beverage companies to add the warning
with a rationale that children need sugar and not sugar substitutes and hence it
should not be recommended for children.
Regardless of the nature of the connection, experts suggest that it is a good idea to
limit your child's soda consumption. Some other reasons kids should avoid
drinking soft drinks: Soda is often high in empty calories and sugar, which may
contribute to childhood obesity and increase the risk of Type 2 diabetes
CHAPTER SCHEME:
CHAPTER 1: INTRODUCTION
This chapter includes the theoretical background of the study in detail. It

consists of all the details about the organizational change in the management.
CHAPTER 2: RESEARCH DESIGN
This include a brief information about the subject background, Title of the study,
Objective of the study, Statement of the problem, Limitations of the study,
Overview of the study, Scope of the study, and Methodology of the study.
CHAPTER 3: DATA ANALYSIS AND INTERPRETATION
This chapter consists of compilation of data analysis by the way of statistical

technique of the study. Data has been analyzed and has been interpreted
through graphs.

CHAPTER 4: FINDINGS, SUGGESTIONS AND CONCLUSION

This chapter consists of the summary of the findings based on data collected
through the employees and the conclusions and suggestions which possibly
help proper change management and the development of company through
implementing change.
BIBILOGRAPHY
This chapter consists of a list of references made from the textbook, journals,
newspaper, magazines and websites.
ANNEXURE
This chapter consists of a copy of questionnaire and all useful material

collected.

CHAPTER-3
DATA ANALYSIS AND
INTERPRETATION

Data interpretation and analysis:
The data collection is a long and comprehensive process and requires systematic
collection of data about some groups of people or object, the quality of the data will
greatly effect the conclusion and hence utmost importance must be given to this
process and every possible precaution should be taken while gathering the data and
assembling the facts.
Any research employed is a mixture of primary and secondary data.
Primary data collection:
The primary data collection was collected through both participative and non-
participative methods- the technique instruments, which were used are:-
➢ Questionnaire
➢ Personal interview method is used so that consumers can talk about their
problems freely
➢ Direct personal observation
1. FREQUENCY ANALYSIS: Percentage analysis is one of the descriptive

statistical measures used to describe the characteristics of the sample or
population in totality.
Percentage analysis involves computing measures of variables selected of the study

and its finding will give easy interpretation for the reader
From the survey conducted on the targeted individuals of 100, I was able to receive
60 response overall within the expected period of time. Hence this collected data will
serve as a primary source for the analysis and interpretation of my study.
Survey conducted on various gender category of individual

TableNo-3.1
The below table represents Gender of the Respondents
S.NO Attributes Respondents Percentage
1 Male 40 51
2 Female 20 49
Analysis:
From the responses received from the targeted audiences of individual
from different generations.
The above chart the male respondents are 51% and female
respondents are 49%. Where the male gender is more compared to
female.

Chart 3.1
The below chart represents Gender of the Respondents
Interpretation:
From the above chart we clearly identify that male respondent ratio is more
than female respondent.

Survey conducted on various age category of individual
Table No –3.2
The below table represents Age of the Respondents
1 16-25years 34 43
2 26-35Years 28 30
3 36-45Years 8 20
4 Above45Years 2 6
Analysis:
From the response received from the targeted audiences of individual from
different generation.
The above chart shows that 16-25years age of respondents are 43%, 26-
35 years age of respondent’s are 30%, 36-45 years age of respondents are
20% and above 45 years age of respondents are 6%.

ChartNo-3.2
The below graph represents Age of the Respondents
Interpretation:
From the above chart we can clearly identify that 16-25 years respondent ratio is
majority than the other age groups respondent. So the youth and students prefer
the product more.

Survey conducted on various perspective of customer necessity of individual
Table No–3.3
The below table represents Coca-Cola necessity
1 Yes 40 53
2 No 20 47
Analysis:
From the response received from the targeted audiences of individual from different
perspective.
The above table shows that daily necessity of the soft drink customers
are 53% and daily necessity of the soft drink customers are 47%.

Chart No-3.3
The below chart represents Coca-Cola Necessity
Interpretation:
From the above chart we clearly identity that Coca-Cola product for customer is
highly necessity than the customer’s who’s perspective on the product is less.

Survey conducted on various perspective of customer’s influenced by the product of

individual
Table No 3.4
The below table represents the one thing you
like/influenced from our product
Sl.NO Attributes Respondents Percentages
1 Quality/ Quality 30 35
2 Advertising 20 9
3 Price 40 48
4 Design 10 8
Analysis:
From the response received from the targeted audiences of individual from different
perspective on the product.
The above table shows the influenced to buying of Coca-Cola products

customers are said that 35% quality and quantity will be 9% and price 48%
and design will be 8%.

Chart 3.4
The below graph represents one thing you like/influenced from our product
percentage
9
percentage
Interpretation:
From the above chart we can clearly identify that customer is more
influenced and satisfied with the price of the product and not influenced by
design and advertising if the product.

Survey conducted on various addiction of the product of individual
Table No–3.5
The below chart represents Addiction towards Coca-Cola

1 Yes 40 53
2 No 20 47
Analysis:
From the response received from the targeted audience of individuals
from different perspective on the product
The above table shows that daily purchase of the soft drink customers
are addicted 53% and daily purchase of the soft drink customers are
not addicted 47%.

ChartNo-3.5
The below graph represents Addiction towards Coca- Cola
Interpretation:
From the above chart we can clearly identify that majority of customer’s
are addicted to Coca-Cola, the ratio shows that less Customer’s are
addicted to the product.

From the survey conducted on the targeted individuals of 100, I was

able to receive 60 response overall within the expected period of time.
Hence this collected data will serve as a primary source for the
analysis and interpretation of my study.
Survey conducted on various price affect customer’s livelihood of individual
Table No–3.6
The below table represents Price affect your livelihood
1 Yes 98 53
2 No 22 47
Analysis:
From the responses received from the targeted audiences of individual from
different perception where the price affect the customer’s livelihood
The above table shows that daily purchase of the soft drink customers
are affected by the price 53% and daily purchase of the soft drink
customers are not affected by price 47%.

ChartNo-3.6
The below graph represents Price affect your livelihood
Interpretation:
From the above chart we can clearly identify that majority customer’s response is
that it price effects their livelihood., and less response where customer’s says no
it don’t effect their livelihood.

Survey conducted on various preferred channel for purchase category of individual
Chart no 3.7
The below chart represents Preferred channel for purchase
1 Super market 60 43
2 Retails 22 30
3 Restaurants 16 20
4 Multiplexes 2 6
Analysis:
From the responses received from the targeted audience of individual from different
preference.
The above chart shows that retails respondents are 43%, super market
respondent’s are 30%, restaurants respondents are 20% and multiplexes
respondents are 6%.

Chart no 3.7
The below graph represents the Preferred channel for purchase
purchase
super market retails restaurants multiplexes
Interpretation:
From the above chart we can clearly identify that customer’s prefer purchasing at
retails that purchasing in supermarket, restaurant. The customer’s prefer purchasing
Less at multiplexes.

Survey conducted on various value for the money of the product towards category of
individual
Table No- 3.8
Table Shows the value for the money of the product
Sl.No Attributes Respondents Percentages
1 ineffective 8 11
2 Good value for 60 52

money
3 Reliable 22 25
4 Overpriced 10 12
Analysis:
From the response received from the targeted audiences of individual from
customer’s perception.
The above table shows that the value for money of the product by the Coca
Cola are good value of the money by the customers are said that 52%,
reliable by the customers are said that 25%, ineffective by the customers
said that13 %,overpriced by the customers 10%.

Chart 3.8
Chart shows the value for the money of the product
value of the money
ineffective good value for the money reliable overpriced
Interpretation:
From the above chart we can clearly identify that the customer’s
response is that they are satisfied with the value of money of the
product and few response received is the price is overpriced and it's
ineffective.

Survey conducted on various value of comparison to our competitor’s is our quality
category of individual
Table No- 3.9
Table Shows the value of comparison to our competitor’s is our

quality
Sl.No Attributes Respondents Percentages
1 worse 40 11
2 better 102 52
3 About the same 80 25
4 other 38 12
Analysis:
different value of comparison to our competitor’s is our quality
The above table shows the comparison of competitor’s on product quality

are better by the customers are said that52%, about the same by the
customers are said that 25%, other by the customers said that 10%,worse
by the customers 13%.

Chart no 3.9
The value of comparison to our competitor’s is our quality
product quality
worse better about the same other
Interpretation:
From the above chart we can clearly identify that product quality is better than the
competitor’s and less customer’s response ratio shows that product quality is worse.

Survey conducted on various loyal customer’s category of individual
Table No- 3.10
The Loyal customer of our product/brand
S.NO Attributes Respondents Percentages
1 May be 26 28
2 no 4 14
3 yes 30 58
Analysis:
different value of loyal customer of our product.
The above table shows the loyalty towards out product customers are
said that 58% they are loyal, may be they are loyal 28% and no they are
not loyal 14%.

Chart no 3.10
The below graph represents Loyal customer of our product/brand
loyal customer
yes may be no
Interpretation:
From the above chart we can clearly identify that the customer’s response ratio shows
that the majority customer are loyal and least customer’s says that they are not loyal.

Survey conducted on various product is pesticide and chemical free or not of

individual customer perception
Table no 3.11
The below table Whether Coca-Cola product is pesticide and chemical
free?
1 May be 20 28
2 yes 4 14
3 no 36 58
Analysis:
different value weather the product is pesticide and chemical free of our
product.
The above table shows whether the product is pesticide and chemical
free customers are said that 58% no its not, may be 28% and yes they
are 14%.

Chart no 3.11
The below graph represents Whether Coca-Cola product is pesticide
and chemical free
pesticide and chemical free
no
yes
may be
Interpretation:
From the above chart we can clearly identify that customer’s

perception towards the product is not pesticide and chemical f
free.

Survey conducted on various category of individual where it’s safe for kids or not
Table no 3.12
The table below represents Whether Coca-Cola product is safe for

kids?
1 Yes its safe 20 28
2 No idea about the 4 14

product
3 Not at all safe 36 58
Analysis:
different value weather the product is safe for kids or not of our product.
The above table shows whether the product is safe for kids customers are said
that 58% no it’s not safe, yes it’s safe 28%and they are 14% who doesn’t know
about the product.

Chart no 3.12
The below graph represents Coca-Cola product is safe for kids
safe for kids
not at all safe

no idea about the product
yes its safe
Interpretation:
From the above chart we can clearly identify that the product isn’t safe
for kids and many customer’s are not aware of the product is safe for
kid’s or not .

Findings:
Findings of this study are based on the survey conducted at all the customer point of
view.
Though there were certain limitations in the study that was conducted. The sample
allowed for some conclusions to be drawn on the basis of analysis that was done on
the data collected.
The data has clearly indicated that Coca-Cola products are more popular than the
products of competitor’s mainly because of its TASTE, BRAND NAME,
INNOVATIVENESS and AVAILABILITY, thus it should focus on good taste so that it
can capture the major part of the market.
1. The study also indicated that the consumers are satisfied with the Coca-Cola
products and purchase them without any specific occasions.
2. In today’s scenario, customer is the king because he has got various choices
around him.
3. If you are not capable of providing him the desired result he will definitely
switch over to the other provider. Therefore to survive in this culthroat
competition, you need to be the best.
4. The product isn’t safe for kids and many customer’s are not aware of
the product is safe for kid’s or not .
5. The product should improve in taste and price of the products.
6. Customer’s perception towards the product is that it’s not pesticide
and chemical free.
7. The customer’s response ratio shows that the majority customer are loyal and
least customer’s says that they are not loyal.

8. The product quality is better than the competitor’s and less
customer’s response ratio shows that product quality is worse.
9. Male respondent ratio is more than female respondent.
10. Majority of customer’s are addicted to Coca-Cola, the ratio shows

that less Customer’s are addicted to the product.
11. Majority customer’s response is that it price effects their livelihood., and less
response where customer’s says no it don’t effect their livelihood.
12. The targeted audiences of individual from different perception where the price
affect the customer’s livelihood.
13. We can clearly identify that 16-25 years respondent ratio is majority than the
other age groups respondent. So the youth and students prefer the product
more.
14. Majority of customer’s are addicted to Coca-Cola, the ratio shows

that less Customer’s are addicted to the product.
15. Customer is more influenced and satisfied with the price of the product
and not influenced by design and advertising if the product.
16. Coca-Cola product for customer is highly necessity than the customer’s who’s
perspective on the product is less.
17. Coca-Cola is recognized throughout the whole with high brand equity.
18. The social environment boost the Coca-Cola sales.
19. The strong network of grocers and distributors across the globe.
20. Initially they used to sell 300ml bottles.

.
SUGGESTIONS:
The suggestions made in this section are based on the market study conducted
as part of “COCA-COLA India”. the suggestions are arranged in order of priority ,
highest first.
1. Firstly it should set smaller targets depending upon the market

situation of different countries
2. It should keep variable cost lower, which helps it, growth in smaller
countries.
3. Coca cola should bring new product line frequently to outcome

its competitors, and sustain market demand.
4. It should manage the supply chain Consistently to avoid disputes with suppliers
and share profit with bottling companies.
5. Perform a detail demand survey at regular interval to know about the unique
needs and requirements of the customer.
6. The company should make hindrance free arrangement for its

customers/retailers to make any feedback or suggestions as and when they feel.
7. The company should focus to bring some more flavours like health drink and other
low-calorie offerings. Coca-Cola India can also introduce some fruit based drink etc.
8. MRP of the product should be low in summer season so as to expand sales.
9. The company should make aware about the age that the product can be used by
the customer’s, so it won’t effect their health

Conclusions:
Since 97% of the sample surveyed was females who have taste coke, it means it
is more popular among females. An average 55% of the sample population
consumes coke3-5 times a week.
An average of 45% and 36% as good and average respectively where as only 8%
found it excellent. An average of 48% and 34% considers taste and brand while
choosing a drink and only 5% look for advertisements.
An average 48% wants the normal size of the drink to be300ml.
An average of 35%of the population surveyed is okay with the price of Rs10 and
22% wants it to be Rs7or Rs6. An average of 65% of the sample surveyed is
satisfied with the product. Maximum of the public feels difference b/w coke and
other substitutes.
50- 55% of people only are affected by various contradictory statements made
towards the brands or drinks. An average of 46% of the people considers the
product as unsafe for their health. All variety of flavour’s is not available in the
market.

Bibliography:
Books:
1. Marketing Management
• Ram swami and Namakumari
2. Statistical Methods
• S.P.Gupta
Websites:
a) www.cocacola.com
b) www.cocacolaindia.com
c) https://www.google.co.in/
d) https://www.wikipedia.org
e) https://www.goodreads.com
f) www.yourarticlelibrary.com
g) www.investopedia.com
h) www.businessdictionary.com
i) https://www.consumerpsycholo
gist.com

Annexure:
Name:
Age:
Email id:
Qualification:
• Sslc
• Pu
• Degree
• Other
Gender
• Female
• Male
• Other
1.) How satisfied are you with the purchase experience?

➢ Satisfied
➢ Dissatisfied
➢ None
2.) How happy are you with the product?

➢ Bad
➢ Good
➢ Disappointed
➢ Neutral
3.) How likely are you to recommend our company to a friend or colleague?
➢ Very likely
➢ Likely
➢ Not likely
➢ Other

4.) Compared to our competitors, is our product quality

➢ Better
➢ Worse
➢ About the same
➢ Other
5.) To what extend do you agree with the following statement: the company made it
easy for me to handle my issue with the product
➢ Better
➢ Worse
➢ About the same
➢ Other
6.) Why did you choose our product rather than a competitor’s
7.) How would you rate the value for the money of the product?
➢ Ineffective
➢ Good value for money
➢ Reliable
➢ Overpriced
8.) If you could change just one thing about our product, what would it be?
9.) How well does our product meet your needs?

➢ 0 not likely
➢ 10-30
➢ 30-60
➢ 60-90

10.) Do you identify identify as a loyal customer of our product/brand?

➢ Yes
➢ No
➢ May be
11.) How likely are you to buy again from us?

➢ Very often
➢ Often
➢ Sometimes
➢ Not at all
12.) How often do you use our product/ service?

➢ Very often
➢ Daily
➢ Weekly
➢ Monthly
➢ None of the above
13.) What is the one thing that you like from our product?
➢ Taste
➢ Quantity/Quality
➢ Advertising
➢ Price
➢ Design
14.) What quantity do you usually prepare to buy?

➢ 200-250 ml glass bottle
➢ 300 ml can
➢ 1 litre
➢ 2 litre

15.) What is your most preferred channel for purchasing Coca-Cola?

➢ Super market
➢ Retails
➢ Restaurants
➢ Multiplexes
16.) What kind of product do you want Coca-Cola to introduce in future?

➢ Fizzy drink
➢ Fruit drink
➢ Energy drink
➢ Alcoholic
17.) How much do you spend on Coca-Cola per week?

➢ 50-100
➢ 100-150
➢ 150-200
➢ Above 200
18.) Do you feel Coca-Cola is necessity?

➢ Yes
➢ No
19.) Are you addicted to Coca-Cola drink?

➢ Yes
➢ No
20.) Does price affect your likelihood of drinking Coca-Cola?

➢ Yes
➢ No
Customer feedback on our product/service


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STUDY ON CUSTOMER SATISFACTION ON COCA-COLA

pg. 1 SESHADRIPURAM FIRST GRADE COLLEGE

Thus the satisfaction level is a function of the difference between

Experience may be three broad levels of satisfaction. If the performance

pg. 2 SESHADRIPURAM FIRST GRADE COLLEGE

today's markets must track their Customers expectation perceived company

pg. 3 SESHADRIPURAM FIRST GRADE COLLEGE

pg. 4 SESHADRIPURAM FIRST GRADE COLLEGE

development or acquisition of new products. The trademark “Coke,” first used in

pg. 5 SESHADRIPURAM FIRST GRADE COLLEGE

pg. 6 SESHADRIPURAM FIRST GRADE COLLEGE

the Business Leaders Initiative on Human Rights (BLIHR), a group of companies

pg. 7 SESHADRIPURAM FIRST GRADE COLLEGE

According to Business Insider, approximately 94% of the world population is aware of

Marketing Strategy Of Coca-Cola:

We have to consider many elements when designing the marketing strategy—these

pg. 8 SESHADRIPURAM FIRST GRADE COLLEGE

approachable groups. Market segmentation creates subsets of a market based on

demographics, needs, priorities, common interests, and Other psychographic or

effective over a 5-year period.

Mass marketing strategy vs. target Marketing strategy:

pg. 9 SESHADRIPURAM FIRST GRADE COLLEGE

Age is an important demographic factor that affects consumer behaviour.

• Income and family size:

pg. 10 SESHADRIPURAM FIRST GRADE COLLEGE

Family makeup can be instrumental in segmentation because when a family’s dynamic

pg. 11 SESHADRIPURAM FIRST GRADE COLLEGE

pg. 12 SESHADRIPURAM FIRST GRADE COLLEGE

• PEST-Analysis of the Coca-Cola Company:

The production of Coca-Cola influences many government systems. Many big

because they have a vast number of employers in different countries.

pg. 14 SESHADRIPURAM FIRST GRADE COLLEGE

With the advancement in technology and the utilisation of technology tremendously

With the advancement of communication channels, television, and the internet

Producing companies to formulate customer-centric strategies. These

manufacturing by investing in the zones.

pg. 15 SESHADRIPURAM FIRST GRADE COLLEGE

generally sell in large numbers and so the cumulative profit on such

Unlike other economy sectors, FMCG share float in a steady manner

irrespective of global market dip, because they generally satisfy rather

❖ To refresh the world…

pg. 16 SESHADRIPURAM FIRST GRADE COLLEGE

DEFINING CUSTOMER VALUE AND SATISFACTION:

Customer perceived value (CPV) is difference between the prospective customer’s

pg. 17 SESHADRIPURAM FIRST GRADE COLLEGE

Customer satisfaction measures the following variable’s:

pg. 18 SESHADRIPURAM FIRST GRADE COLLEGE

pg. 19 SESHADRIPURAM FIRST GRADE COLLEGE

TITLE OF THE STUDY:

“A STUDY ON CUSTOMER STATISFACTION ON COCA-COLA”

Statement of the problem in COCA-COLA

OBJECTIVE OF THE STUDY:

1. To find out the consumer preferences of coco-cola products.

2. To study consumer opinion on price and package of coco-cola products.

3. To assess the association between demographic variables and factors of customer

pg. 20 SESHADRIPURAM FIRST GRADE COLLEGE

4. To identify the customer satisfaction towards the services rendered by Coco-Cola