BACHELOR OF BUSINESS

MANAGEMENT

PROJECT REPORT ON COCO-COLA COMPANY

GUIDED BY :- SUBMITTED BY :-
PROF. ANIL KUMAR AMAN MEHTA
CIMAGE COLLEGE CLASS ROLL NO. – 23
PATNA ID NO. – 9663
SESSION – 2022-2025

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 DEPARTMENT OF MANAGEMENT (CERTIFICATE)

This is to certify that the project report entitled “PROJECT REPORT ON COCO-
COLA COMPANY” is a Bonafede record of project done by AMAN MEHTA, Reg.
No. 202244400003, under my guidance and supervision in partial fulfilment of
the requirement for the award of degree of BACHELOR OF BUSINESS
MANAGEMENT and it has not previously formed the basis for any degree.

Mr. ANIL KUMAR Mr. ANIL KUMAR

PROJECT GUIDE co-ordinator

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 DECLARATION

I, AMAN MEHTA, hereby declare that the project work entitled “A PROJECT
REPORT ON THE MARKETING STRATEGY OF APPLE WITH REFERENCE TO
INDIAN SMARTPHONE MARKET” is a record of independent and Bonafede
project work carried out by me under the supervision and guidance of Mr. ANIL
KUMAR, Assistant Professor, Department of Commerce and Management
studies, SWATANTRATA SENANI SHANKARLAL AGARWAL PRABANDHAN
EWAM TAKNIKI MAHAVIDYALAY, Patna.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

PLACE: PATNA AMAN MEHTA

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 ACKNOWLEDGEMENT
I would like to take the opportunity to express my sincere gratitude to all
people who have helped me with sound advice and able guidance.
Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully
I would like to express my sincere gratitude to Mr. Amit Shukla Sir Principal
Charge, 444- SAWATANTRATA SENANI SHANKARLAL AGARWAL PRABANDHAN
SAH TAKNIKI MAHAVIDYALAY, Patna
I am thankful to Mr. Anil Kumar, Co-ordinator of (Management), for providing
proper help and encouragement in the preparation of this report.
I am thankful to Mr. Anil Kumar, Class teacher for her cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.
I express my sincere gratitude to Dr. Nishat Qamar Mam Assistant Professor,
whose guidance and support throughout the training period helped me to
complete this work successfully.
I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.
I extend my hearty gratitude to the librarian and other library staffs of my
college for their wholehearted cooperation.
I express my sincere thanks to my friends and family for their support in
completing this report successfully.

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 CONTENTS
CHAPTER 1 INTRODUCTION - PAGE 6-11

CHAPTER 2 INDUSTRY PROFILE - PAGE 11-15

CHAPTER 3 COMPANY PROFILE - PAGE 14-45

COCA-COLA COMPANY - PAGE 15-25

CHAPTER 4 DATA ANALYSIS - PAGE 26-35

CHAPTER 5 SUGGESTIONS AND CONCLUSION -PAGE 36-43

BIBLIOGRAPHY - PAGE 44

ANNEXURE - PAGE 45

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1.INTRODUCTION
TO COCA-COLA
COMPANY
INTRODUCTION TO COCA-COLA
Coca-Cola, the product that has given the world its best-known taste was born
in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading
manufacturer, marketer and distributor of non-alcoholic beverage
concentrates and syrups, used to produce nearly 400 beverage brands. It sells
beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Company’s
beverage products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition to
this, it also produces and markets sports drinks, tea and coffee. The Coca- Cola
Company began building its global network in the 1920s. Now operating in
more than 200 countries and producing nearly 400 brands, the Coca-Cola
system has successfully applied a simple formula on a global scale: “Provide a
moment of refreshment for a small amount of money- a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the world.
More than anything, that system is dedicated to people working long and hard

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to sell the products manufactured by the Company. This unique worldwide
system has made The Coca-Cola Company the world’s premier soft-drink
enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola,
more than any other consumer product, has brought pleasure to thirsty
consumers around the globe. For more than 115 years, Coca-Cola has created
a special moment of pleasure for hundreds of millions of people every day.
The Company aims at increasing shareowner value over time. It accomplishes
this by working with its business partners to deliver satisfaction and value to
consumers through a worldwide system of superior brands and services, thus
increasing brand equity on a global basis. They aim at managing their business
well with people who are strongly committed to the Company values and
culture and providing an appropriately controlled environment, to meet
business goals and objectives. The associates of this Company jointly take
responsibility to ensure compliance with the framework of policies and protect
the Company’s assets and resources whilst limiting business risks.

COKE IN INDIA
Coke gained an early advantage over Pepsi since it took over Parle in 1994.
Thus it had ready access to over 2,00,000 retailer outlets and 60 bottlers.
Thus Coke had greater than Pepsi because it had ready access to the Parle
network. For example in 1994 Pepsi had 20 bottlers to serve the entire country
while Coke had Parle’s 60 bottlers. In an important market like Delhi Pepsi had
just one bottler while Coke had four. On the other hand Pepsi had taken over
the Dukes Mangola of Mumbai.
In 1993, Pepsi Foods Ltd. had control over the Rs. 1,100 - Crore Indian Soft
Drinks market. At that time, the soft drinks trycoon Ramesh Chauhan, was
heading the Parle group and at that time was deciding to explore the
possibility of selling his best rolling brands to Coke, rather than to Pepsi. Pepsi
had entered the market 3 years before Coke did. Before the Coke-Parle tie-up
in '93- Ramesh Chauhan had 2 options before him- (1) to stick around, fight it
out again and hopefully, continue with his number one position. (2) to sell out
to Coca-Cola for a good return. This risk of losing out to one of the
multinationals, eventually, seemed to be throwing up the second alternative.
Ramesh Chauhan told business world (India's most popular business magazine)
that "it is better to seek a compromise than to fight a lone battle". But he was

7
wisely simultaneously taking steps to safeguard his market share. In a few
months, Parle's products will be launched in 250 ml instead the current 200 ml.
The indications are that the company will hold the price line. Incidentally, both
Pepsi and Coke (if it finally gets in) will cost more than local brands because of
the 300% duly on the imported ingredients. However, this scenario was taking
place pre-liberalization period and hence implied a very high duty on imported
items.
Entry of Pepsi and Coke in India or their proposals were at that time being
opposed because of the impact of first - strike on the minds of consumers. If
Coca-Cola is allowed an easy and quick entry through a window established by
the government, there can be no justification for denying similar access to
Pepsi Co.
Basically what was wrong at that time with the Coke proposal was that while
the Pepsi deal could go through under the camouflage of horticultures and
agriculture development as their proposal stated, a pure soft drinks project
was not so politically palatable (as it would greatly hamper the indigenous
industry).
Coke had plans, to invest $ 20 million in India and Pepsi was going to pump in
Rs. 300 crore more. Ramesh Chauhan greatest compulsion, to 90 in for the
2nd option was that many of his biggest bottlers were preparing to desert him
for Coke, .since the bottlers accounted for nearly one-third of Parle's sales.
Parle's biggest bottles in the Easter region,. Goenka, accounted for 80%
market share in Calcutta, felt that the future lay with Coca-Cola, no Indian
company had the financial muscle to take on Coke.
Also, there was the most convincing factor for the tie-up, that Parle's Position
in the Indian soft drinks market and Coca-Cola's marketing strengths and
experience would make an unbeatable combination. At that time according to
the world’s most popular and well known magazine, Fortune, had rated Coke
as the world's best brand. Even Coke would greatly benefit from the tie-up, as
Coke with Parle’s wide spread bottling and distribution network, which was
spread over more than a thousand towns and cities and the gradual withdraw
of Parle brand would ensure Coke would be the king. Parle's best known
brands include Thums Up, Limca, Citra and others were GOLD SPOT and
Maaza.

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The biggest advantage to Parle from the tie-up would be an instant gain of $ 40
million, which could be used profitably in other ventures.
According to a report the deal was that, Parle Exports had transferred the
rights of all its reputed soft drinks brands to Coca-Cola company, USA. In short,
Coca-Cola Company became the exclusive owner of Thums Up, Limca, Gold
Spot, Citra and Maaza and could therefore, withdraw them from the market
whenever it would want to.
Under the agreement, the existing bottlers of Parle Exports would continue to
produce Parle brands under the licence from the Coca-Cola company. The U.S.
Multinational proposed to introduce its international brands -Coke, Fanta and
Sprite at an appropriate time. The Parle bottlers will be bottling these Coco -
Cola brands also. The exact nature of Parle, Coca-Cola tie-up is given below :

So, Ramesh Chauhan, sold his soft drink brands of the U.S. Multinatinal for ($
40 million) and is presently a major Coke bottler. Delhi - based Parle Chairman
gave up his ownership of his soft drinks brand (Thums Up, Limca, Citra and
Gold Spot) and was awarded the bottling franchisee for Delhi, Bombay, Surat
and Ahmedabad. Coke depends on the 54 bottling plants which it was
inherited from the Parle by out.
So, logically all brands of Parle as well as Coca-Cola will be marketed together.
The only problem being that Parle bottlers would not be able to meet the
peculiar quality requirements of Coke.

Model of Brand Selection

• Customer buys on value
• Value equals quality relative to price
• Quality includes all non-price attributes that count in the purchase
decision
 Product
 Customer service
• Quality, price and value, are not absolute, but relative to competitors.
ASSUMPTIONS
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• Improvements in perceived quality in turn lead to high market share and
market leaders spend to build their franchise.
• Companies spend a larger share of their sales income on advertising and
tend to be much more profitable than companies that spend less.
• Brands that spend a much larger than average share of their sales on
advertising earn an average return on investment of 32% while brands that
advertise much less than their competitors average only 17%.
• Increases in advertising expenditure are closely correlated with gains in
master share (even after adjusting for the effects of other factors).
• Sales promotions like price-off, etc. has no significant correlation with
market share changes(only its effect on consumer behaviour is observed).
• To some extent companies with high, quality simply have more to say in
their advertising, so they are likely to spend more money saying it.
• Market-perceived quality is a more important measure of
competitiveness than market share for 2 bey reasons :
1. Most market leaders had to develop quality leadership to achieve their
large share position superior quality is the base upon which market leadership
is usually built.
2. Generally according to data, business that begin with a large share of the
market tend to lose share. By contrast, those that begin with superior quality
tend to hold or gain share.
Therefore, market share is often a lagging indicator of a company's
performance; quality is the clear key to success.
Pepsi is a perfect example, since it came to India in 1989 with a market share
of 0% it now in 1998 enjoys a share of 45.2% in the market.
But in case of soft drink, the 2 Cola giants Pepsi and Coke cannot to a great
extent differentiate on their brands (but of course in terms of taste and fizz), a
lot has to be spent on’ ads, packaging and promotion, i.e., making it more
easily available.
However, recently in the world's famous business magazine, fortune, Coca Cola
was rated as the world's number one brand.

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It must be noted that the brand also has to work in different ways from market
to market. A constant check on, brand management techniques, on the
promotion of the brand, in a consistent and robust manner, is essential for the
brands future. One point where Coke scores over Pepsi has been in production
and distribution system internationally and nationally (because of access to
Parle's distribution network) which ensures the product reaches the
consumers in perfect condition.

2.INDUSTRY PROFILE

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 A BRIEF INSIGHT - THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged
Goods (CPG) are products that have a quick turnover and relatively low cost.
Consumers generally put less thought into the purchase of FMCG than they do
for other products.
The Indian FMCG industry witnessed significant changes through the 1990s.
Many players had been facing severe problems on account of increased
competition from small and regional players and from slow growth across its
various product categories. As a result, most of the companies were forced to
revamp their product, marketing, distribution and customer service strategies
to strengthen their position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry had
changed significantly. With the liberalization and growth of the Indian
economy, the Indian customer witnessed an increasing exposure to new
domestic and foreign products through different media, such as television and
the Internet.
Apart from this, social changes such as increase in the number of nuclear
families and the growing number of working couples resulting in increased
spending power also contributed to the increase in the Indian consumers'
personal consumption. The realization of the customer's growing awareness
and the need to meet changing requirements and preferences on account of
changing lifestyles required the FMCG.

12
producing companies to formulate customer-centric strategies. These changes
had a positive 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 zones in various parts of the
country that witnessed firms moving away from outsourcing to manufacturing
by investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they
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.143000
cr. The sector being one of the biggest sectors of the Indian Economy provides
up to 4 million jobs. (Source: HCCBPL, Monthly Circular)

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 innovate, in order to come up with
better products to gain more consumers and satisfy the existing consumers.

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 BEVERAGES

NON-
ALCOHOLIC
ALCOHOLIC

NON-
CARBONATED
CARBONATED

COLA NON-COLA NON-COLA

Fig 2.0 BEVERAGES IN INDIA

The beverage industry is vast and 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 adults and for senior
citizens.
Segmentation based on the amount of consumption i.e. high levels of
consumption and low levels of consumption.
If the behavioural 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.

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3.COMPANY PROFILE
15
 COMPANY PROFILE

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

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People: Be a great place to work where people are inspired to be the best they can
be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we
create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our

overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
WINNING CULTURE:
Our Winning Culture defines the attitudes and behaviours that will be required of us
to make our 2020 Vision a reality.
LIVE OUR VALUES :
Our values serve as a compass for our actions and describe how we behave in the
world.
Leadership: The courage to shape a better future.
Collaboration: Leverage collective genius.
Integrity: Be real.
Accountability: If it is to be, it's up to me.
Passion: Committed in heart and mind.
Diversity: As inclusive as our brands.
Quality: What we do, we do well.
FOCUS ON THE MARKET:
Focus on needs of our consumers, customers and franchise partners.
Get out into the market and listen, observe and learn.
Possess a world view.

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Focus on execution in the marketplace every day.
Be insatiably curious.
WORK SMART:
Act with urgency.
Remain responsive to change.
Have the courage to change course when needed.
Remain constructively discontent.
Work efficiently.
ACT LIKE OWNERS:
Be accountable for our actions and inactions.
Steward system assets and focus on building value.
Reward our people for taking risks and finding better ways to solve problems.
Learn from our outcomes -- what worked and what didn’t.
perform PESTLE and SWOT analysis of Coca-cola globally as well as locally. This
would help us identify areas of potential growth.

The study was aimed to perform Market Analysis of Coca-Cola Company & find
out different factors effecting the growth of Coca-Cola.

Another objective of the study was to perform Competitive analysis between

Coca-Cola and its competitors.

To understand the reasons behind the purchase of Coca-Cola products.

SCOPE OF THE STUDY:-

This study basically tries to discover the current position of Coca-cola in the
market. It also tries to discover the preferences of the customers when posed
with a choice between Coca-Cola and Pepsi. It is primarily directed to the
general public but was done only in New Delhi, Noida and Greater Noida

RESEARCH DESIGN

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A research design is the specification of methods and procedures for acquiring
the needed information. It is overall operational pattern or framework of the
project that stipulates what information is to be collected from which source
by what procedure.

There are three types of objectives in a marketing research project:-

Exploratory Research.

Descriptive Research.

Casual Research.

Exploratory Research:-

The objective of exploratory research is to gather preliminary information that

will help define problems and suggest hypothesis.

Descriptive Research:-

The objective of descriptive research is to describe things, such as the market

potential for a product or the demographics and attitudes of consumers who
buy the product.

Casual Research:-

The objective of casual research is to test hypothesis about casual and effect
relationships.

Based on the above definitions it can be established that this study is a

Descriptive Research as the attitudes of the customers who buy the products
have been stated. Through this study we are trying to analyze the various
factors that may be responsible for the preference of Coca-Cola products.

SOURCES OF DATA

The data has been collected from both primary as well as secondary sources.

SECONDARY DATA:-

It is defined as the data collected earlier for a purpose other than one currently
being pursued.

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As a researcher I have scanned lot of sources to get an access to secondary
data which have formed a reference base to compare the research findings.
Secondary data in this study has provided an insight and forms an outline for
the core objectives established.

The various sources of secondary data used for this study are:-

News papers.

Magazines.

Text books.

Marketing reports of the company.

Internet.

PRIMARY DATA:-

The primary data has been collected simultaneously along with secondary data
for meeting the established objectives to provide the solution for the problem
identified in this study.

The methods that have been used to collect the primary data are:-

Questionnaire.

Personal Interview.

RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool for the data collection used in this study is the respondent’s
response to the questionnaire given to them. The various research measuring
tools used are:-

Questionnaire.

Personal interview.

Tables.

Percentages.

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Pie-charts.

Bar-charts.

Column charts.

SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it

addresses three questions: Whom to survey (sample Unit), how many to
survey (Sample Size) and how to select them (sampling Procedure). Making the
census study of the entire universe will be impossible on the account of
limitations of time and money. Hence sampling becomes inevitable. A sample
is only his portion of population. Properly done, sampling produces
representative data of the entire population.

SAMPLE SIZE:-

Through questionnaire – 150 respondents.

Through personal interview – 27 respondents.

SAMPLING TOOL:-

Questionnaire was used as a main tool for the collection of data, mainly
because it gives the chance for timely feedback from respondents. Moreover
respondents feel free to disclose all necessary detail while filling up a
questionnaire. Respondents seeking any clarification can easily be sorted out
through tool.

Sampling Tools Respondents Number

Questionnaire Customers 150
Personal Interview Customers 27
Total 177
Table – 1.7

FIELD WORK:-

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The study was conducted in New Delhi, Noida and Greater Noida.

The questionnaires were given to the respondents to fill in order to get their
feedback.

Questions were read out to the respondents and the answers were noted.

LIMITATIONS OF THE STUDY:-

The main purpose of this study is get idea about the preference of the
customers towards various Coca-Cola products. But there are certain factors
which affects this study they are as follow:

Since the sampling procedure was judgmental, the sample selected may not be
true representative of the population.

4. DATA ANALYSIS

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 Respondents based on age group
170
150
130
Number of respondents

110
90
70
50
30
10
Below 20 20-30 30-40 40-50 above 50
Number of respon- 10 159 6 1 1
dents

Fig 2.4

Respondents based on gender

37%

Male
Female

63%

Fig 2.5

AGE GROUP & GENDER:

From Fig 2.4, we can comprehend that 90% of total respondents belong to the
age group of 20-30. This is because most of the consumers that prefer or
consume Coca-Cola products belong to this age group. About 6% belong to age
group below 20 and 3% belong to age group of 30-40.Form Fig 2.5, we come to

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know that the gender ratio of the total respondents is almost 2:1 (male:
female).

Frequency of soft drink consumption

50
45
40
35
30 Series1
25
20
15
10
5
0
Once a week Twice a week Thrice a Everyday Rarely
week

Fig 2.6

Weekly expenditure of
coca-cola products (INR)
4% 3% 50-100
12%
100-150
150-200
Above 200

81%

Fig 2.7

SOFT DRINK CONSUMPTION & EXPENDITURE:

From Fig 2.6, we interpret that about 48% of the total respondents consume
soft drinks rarely or once a week. About 35% respondents consume soft drinks
twice or thrice a week and only 18% consumes soft drinks every day.

24
From Fig 2.7, we interpret that about 81% of the respondents spend only Rs.
50-100 a week on Coca-Cola products, which is very low as compared to the
global scenario. This creates a potential growth market for Coca-Cola India.
About 12% spends from 100-150 a week & 7% spend above 150.

Purchasing Portal Preference

110

90

70

50

30

10

Supermarkets Retails Vendor Ma- Pubs & Multiplexes

chines Restaurant
Series1 26 103 8 20 20

Fig 2.8

PURCHASING PORTAL PREFERENCE:

From the above data, we have ascertained that preferred portal for purchase
of Coca-Cola products is the retail shops i.e. 58%. This is probably because not
all communities in India have supermarkets and other purchasing channels
present nearby, whereas, we can find retail shops in every corner.19% prefer
to purchase from Supermarkets and Vendor machines. 23% prefer to purchase
from Pubs, Restaurants and Multiplexes.

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 Occasions/Reasons for consumption
Just like
that
Parties

Cinemas

Picnics

Festivals
10 30 50 70 90 110
Festivals Picnics Cinemas Parties Just like that
Series1 3 4 26 40 104

Number of respondents

REASON FOR CONSUMPTION:

From this graph, we infer that there is no specific occasion why people
purchase Coca-Cola products. Although some of the advertising campaigns
target special occasion or festivals. From Fig 2.9 it is concluded that 59%
respondents purchase Coca-Cola without any specific reason. About 23%
purchase for the purpose of parties, 15% purchase while watching movies in
the cinemas and only about 4% purchase during festivals and for picnic
purposes.

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 Soft drink preference
75

65

55
Number of responses

45

35

25

15

5
Coca-Cola Pepsi Other prod- Other prod- Other drinks
ucts of Coca- ucts of Pepsi
Cola
Series1 72 34 52 7 12

Fig 2.10

SOFT DRINK PREFERENCE:

From the above graph we interpret that about 70% of the respondents, prefer
consuming Coca-Cola product over Pepsi and other drinks. This clearly states
why Coca-Cola is market leader with almost 60% of market share. 23% prefer
Pepsi Products and only 75 prefer other drinks.

Opnion About Coca-Cola Products

Bad

Below Satisfactory

Satisfactory

Good

Excellent
0 20 40 60 80 100 120
NO. OF RESPONDENTS

Fig 2.11

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 Products expected by consumers from
Coca-Cola
Fizzy drinks Fruit drinks Energy drinks Alcoholic drinks

20% 14%

27% 40%

Fig 2.12

OPINION ABOUT COCA-COLA PRODUCTS

& PRODUCTS EXPECTED BY CONSUMERS:

From Fig 2.11, we infer that though the respondents are more than satisfied by
the Coca-Cola product range they would still like the company to introduce
new drinks. From Fig 2.12, we conclude that about 40% would like to see a
new fruit drink being added to the product basket, 26% want energy drinks,
20% alcoholic drinks and only 14% want another fizzy drink. Majority of the
people wanting to see a fruit drink is mainly because people are more health
conscious now and want to manage their calorie intake.

28
 Quantity preference
85
75
65
55
Number of responses

45
35
25
15
5
200-250 ml 300 ml Can 500 ml Pet 1 litre 2 litre
Glass bottle bottle
Series1 47 33 83 5 9

Fig 2.13

QUANTITY PREFERENCE:

From Fig 2.13, we infer that about 47% of respondents prefer to purchase PET
bottle of Coca-Cola Products. About 27% prefer to purchase glass bottles, 19%
prefer Can of 300ml and only 8% prefer 1 & 2 litre bottles of Coca-Cola.

Fig 2.14

Branding

Pepsi products

Coca-Cola products

10 30 50 70 90 110
Coca-Cola products Pepsi products
Series1 109 68

NO. OF RESPONDENTS

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 Pricing

120
100 Series1
80
60
40
20
0
Coca-Cola products Pepsi products

Fig 2.15

BRANDING & PRICING:

From Fig 2.14, it is concluded that respondents find Coca-Cola products better
than that of Pepsi products. About 62% respondents said that they find Coca-
cola products better than Pepsi and only 38% supported Pepsi products.

From Fig 2.15, we infer that about 62% of the respondent considers the pricing
of Coca-Cola much more reliable than that of Pepsi. About 38% respondents
think that Pepsi have better pricing than that of Coca-Cola.

Quality
140
120
100
80 Series1

60
40
20
0
Coca-Cola products Pepsi products

Fig 2.16

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 TASTE

Pepsi products

Coca-Cola products

10 30 50 70 90 110 130
Coca-Cola products Pepsi products
Series1 130 47

NO. OF RESPONDENTS

Fig 2.17

QUALITY & TASTE:

From Fig 2.16 & 2.17, it’s clear that Coca-Cola products have better taste and
quality than that of Pepsi. About 73% respondents consider that Coca-Cola
products have very good quality and taste. 27% respondents consider Pepsi
products have better taste and quality.

Availability

Pepsi products

Coca-Cola products

85.75 86.25 86.75 87.25 87.75 88.25 88.75 89.25 89.75

Coca-Cola products Pepsi products
Series1 90 87

Number of respondents

Fig 2.18

31
 Satisfaction

Pepsi products
Series1

Coca-Cola products

0 20 40 60 80 100 120 140

Fig 2.19

AVAILABILITY & SATISFACTION:

From Fig 2.18, it’s clear that there is slight difference between the availability
of products of Coca-Cola and Pepsi. About 51% respondents think that Coca-
Cola products are much easily available in the market.49% consider that
availability of Pepsi products is more in the market.

About 70% of respondents are satisfied with the Coca-Cola products while as
30% respondents are satisfied with the Pepsi products as shown in Fig 2.19.

32
5.SUGGESTIONS
AND
CONCLUSION

33
 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.

Perform a detail demand survey at regular interval to know about the unique
needs and requirements of the customer.

The company should make hindrance free arrangement for its

customers/retailers to make any feedback or suggestions as and when they
feel.

The company should focus to bring some more flavors like health drinks and
other low-calorie offerings. Coca-Cola India can also introduce some fruit
based drinks, as it has already entered the energy drink arena with “Burn”.

Coca-Cola’s distribution channel is mostly through retail. Whereas the

competitors also concentrates more on the multiplexes, pubs and restaurants.
Coca-Cola should try to increase their distribution in these areas.

The company must keep a watch on its primary competitors in market in order
to be able to compete with them.The company should use new attractive
system of word of mouth advertisement to keep alive the general awareness in
the whole market as a whole.

34
CONCLUSION
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 Pepsi 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. customer is the king because
he has got various choices around him. 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 cutthroat competition, you need to be the best.
Customer is no more loyal in today’s scenario, so you need to be always on
your to

35
 BIBLIOGRAPHY
BOOKS:

Marketing Management – Kotler Philip.

Research Methodology – Kothari.

WEBSITES:

www.thecoca-colacompany.com

www.news.bbc.co.uk

www.india-server.com

www.magindia.com

www.coca-colaindia.com

www.wikiinvest.com

www.open2.net

OTHERS

Annual report of Coca-Cola 2008.

Annual report of Coca-Cola 2009.

36
 ANNEXURE
QUESTIONNAIRE
NAME:

..............................................................................

GENDER:

Male b) Female

Do you drink Soft drinks?

Yes

No

How often do you have soft drinks per week?

Once a week

Twice a week

Thrice a week

Everyday

Rarely

What drink comes to your mind when you think of soft drinks?

Coca-Cola

Pepsi

Other products of Coca-Cola

Other products of Pepsi

Other drinks

37
What quantity do you usually prefer to buy?

200-250 ml Glass bottle

300 ml Can

500 ml Pet bottle

1 litre

2 litre

What do you feel about Coca-Cola product range?

Excellent

Good

Satisfactory

Below Satisfactory

Bad

What occasions do you prefer to buy Coca-Cola products?

Festivals

Picnics

Parties

Cinemas

Just like that

What is your most preferred channel for purchasing Coca-Cola products?

Super markets

Retails

Vendor Machines

Pubs & Restaurants

38
Multiplexes

How much do you spend on Coca-Cola products per week?

50-100

perform PESTLE and SWOT analysis of Coca-cola globally as well as locally. This
would help us identify areas of potential growth.

The study was aimed to perform Market Analysis of Coca-Cola Company & find
out different factors effecting the growth of Coca-Cola.

Another objective of the study was to perform Competitive analysis between

Coca-Cola and its competitors.

To understand the reasons behind the purchase of Coca-Cola products.

SCOPE OF THE STUDY:-

This study basically tries to discover the current position of Coca-cola in the
market. It also tries to discover the preferences of the customers when posed
with a choice between Coca-Cola and Pepsi. It is primarily directed to the
general public but was done only in New Delhi, Noida and Greater Noida

RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring

the needed information. It is overall operational pattern or framework of the
project that stipulates what information is to be collected from which source
by what procedure.

There are three types of objectives in a marketing research project:-

Exploratory Research.

Descriptive Research.

Casual Research.

Exploratory Research:-

The objective of exploratory research is to gather preliminary information that

will help define problems and suggest hypothesis.

39
Descriptive Research:-

The objective of descriptive research is to describe things, such as the market

potential for a product or the demographics and attitudes of consumers who
buy the product.

Casual Research:-

The objective of casual research is to test hypothesis about casual and effect
relationships.

Based on the above definitions it can be established that this study is a

Descriptive Research as the attitudes of the customers who buy the products
have been stated. Through this study we are trying to analyze the various
factors that may be responsible for the preference of Coca-Cola products.

SOURCES OF DATA
40
The data has been collected from both primary as well as secondary sources.

SECONDARY DATA:-

It is defined as the data collected earlier for a purpose other than one currently
being pursued.

As a researcher I have scanned lot of sources to get an access to secondary

data which have formed a reference base to compare the research findings.
Secondary data in this study has provided an insight and forms an outline for
the core objectives established.

The various sources of secondary data used for this study are:-

News papers.

Magazines.

Text books.

Marketing reports of the company.

Internet.

PRIMARY DATA:-

The primary data has been collected simultaneously along with secondary data
for meeting the established objectives to provide the solution for the problem
identified in this study.

The methods that have been used to collect the primary data are:-

Questionnaire.

Personal Interview.

RESEARCH MEASURING TOOLS & TECHNIQUES

41
The primary tool for the data collection used in this study is the respondent’s
response to the questionnaire given to them. The various research measuring
tools used are:-

Questionnaire.

Personal interview.

Tables.

Percentages.

Pie-charts.

Bar-charts.

Column charts.

SAMPLING DESIGN

42
An integral component of a research design is the sampling plan. Especially it
addresses three questions: Whom to survey (sample Unit), how many to
survey (Sample Size) and how to select them (sampling Procedure). Making the
census study of the entire universe will be impossible on the account of
limitations of time and money. Hence sampling becomes inevitable. A sample
is only his portion of population. Properly done, sampling produces
representative data of the entire population.

SAMPLE SIZE:-

Through questionnaire – 150 respondents.

Through personal interview – 27 respondents.

SAMPLING TOOL:-

Questionnaire was used as a main tool for the collection of data, mainly
because it gives the chance for timely feedback from respondents. Moreover
respondents feel free to disclose all necessary detail while filling up a
questionnaire. Respondents seeking any clarification can easily be sorted out
through tool.

Sampling Tools Respondents Number

Questionnaire Customers 150
Personal Interview Customers 27
Total 177
Table – 1.7

FIELD WORK:-

The study was conducted in New Delhi, Noida and Greater Noida.

The questionnaires were given to the respondents to fill in order to get their
feedback.

Questions were read out to the respondents and the answers were noted.

43
LIMITATIONS OF THE STUDY:-

The main purpose of this study is get idea about the preference of the
customers towards various Coca-Cola products. But there are certain factors
which affects this study they are as follow:

Since the sampling procedure was judgmental, the sample selected may not be
true representative of the population.

THANK YOU

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