A STUDY ON

CONSUMER PREFERENCE REGARDING COCA COLA

& ITS PRODUCT
Project Report Submitted to

SATAVAHANA UNIVERSITY, KARIMNAGAR

In Partial Fulfilment of requirement for the Award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

AFAN AHMAD

(H.T.NO: 210770736851001)

Under the Guidance of

GILLA HARSHINI
Lecturer
DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT
SRI CHAITANYA DEGREE COLLEGE
JAGTIAL, TELANGANA STATE
(2023-2024)
 CERTIFICATE

This is to certify that project report entitled “A STUDY ON CONSUMER

PREFERENCE REGARDING COCA COLA & ITS PRODUCT is a bonafide
work and submitted by (210770736851001) in partial fulfillment of the requirement
for the award of degree of Bachelor of Business Administration (B.B.A.),from SRI
CHAITANYA DEGREE COLLEGE, JAGTIAL (Affiliated to Satavahana
University, Karimnagar).
It is certified further that to the best of our knowledge, the work presented in
this report has not been submitted to any other University or Institution for the award
of any degree or diploma.

Internal Guide Head of the Department

Principal External Examiner

 DECLARATION

I AFAN AHMAD, hereby declare that this project report entitled “

CONSUMER PREFERENCE REGARDING COCA COLA & ITS PRODUCT”

have completed successfully towards the partial fulfillment for the award of degree of

Bachelor of Business Administration (B.B.A.),from SRI CHAITANYA DEGREE

COLLEGE, JAGTIAl affiliated to SATAVAHANA UNIVERSITY, Karimnagar.

This is the bonafied work undertaken by me which is not submitted to any

other University or institution for the award of any degree/diploma.

AFAN AHMAD
(H.T.NO: 210770736851001)

Place:
Date:
 ACKNOWLEDGEMENT
In the process of pursuing this project report, I have been obliged to many

persons. I am extremely thankful to the management of SRI CHAITANYA

DEGREE COLLEGE, JAGTIAl. I am very thankful to Dr. M. RAJANNA,

Principal for giving the permission to undertake the project in the BBA programme.

I would like to place on record my special and sincere thanks to

Mr. P. PARAMESH, HOD, Department of Commerce And Business Management

for his help and encouragement.

I express my deep sense of gratitude to my project guide

GILLA HARSHINI, Lecturer, Department of Commerce And Business Management

for guiding me to complete this project work successfully.

I would like to express my gratitude to all the people who have helped me in

doing this project.

AFAN AHMAD
(H.T.NO: 210770736851001)
 CONTENTS

CHAPTER CHAPTER NAME PAGE NO.

INTRODUCTION
 Introduction
 Need of the study
I  Objectives of the study 1-10
 Scope of the study
 Research methodology
 Limitations of the study

INDUSTRY PROFILE &

II 11-27
COMPANY PROFILE

DATA ANALYSIS AND

III 28-38
INTERPRETATION

FINDINGS,
IV CONCLUSIONS& 39-41
SUGGESTIONS

BIBLIOGRAPHY 42
 CHAPTER-I
INTRODUCTION
 INTRODUCTION

Customer preference, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen as a
key performance indicator within business and is part of the four of a Balanced
Scorecard.

In a competitive marketplace where businesses compete for customers,

customer preference is seen as a key differentiator and increasingly has become a key
element of business strategy.

It's a well known fact that no business can exist without customers. In the
business of Website design, it's important to work closely with your customers to
make sure the site or system you create for them is as close to their requirements as
you can manage. Because it's critical that you form a close working relationship with
your client, customer service is of vital importance.

Customer preference is the most common form of market research in business-

to-business markets and is often connected to quality and production measurement,
rather than as straight marketing based research.

Before setting up a customer preference programme, it is necessary to ensure

that the organisation has the will to actually make changes for improvement,
otherwise you will simply be annoying customers by taking their time to collect
information, then not doing anything with it.

Companies should also note that manager and salespersons can manipulate
their ratings on customer preference. They can be especially nice to customers just
before the survey. They can be especially nice to exclude unhappy customers from
being included in the survey.

One danger is that customer know that the company will go out of its way
to please customers, some customers may want to express high dissatisfaction (even if
satisfied) in order to receive more concessions.

1
 In a world filled with endless consumer choices, too many marketers still push
out one-size-fits-all messages. Few CRM cadences are self-directed by consumers,
which might account for generally flat or low response and engagement rates.

And at a time when everybody is a gamer used to choosing characters or

avatars, setting game play levels, and making choices of all kinds, marketers rarely
give their customers and prospects the option to set preferences for content, channels,
or cadence. Too many acquisition, lead generation, usage stimulation, loyalty, or
adherence programs are serial fulfillment exercises rather than genuine expressions of
customer relationships. They're one-way streets masquerading as two-way
relationships. And while it's much easier than ever for marketers to decide what to say
and when to carpet bomb their lists, it's counterproductive.

The “R” in CRM needs to be more prominent in the thinking, programming,

and infrastructure of marketers. There's a reluctance to ask consumers for more
information based on a generalized anxiety about privacy. But this is a fake-out.
Greater data yields more personalized, relevant, and useful content, which, in turn,
gives customers greater value and a stronger connection to a brand. Study after study
has shown that when consumers perceive genuine value they're ready, willing, and
able to share personal information. This value exchange is the core of all CRM
programs.

Similarly, when consumers set preferences and brands execute on them,

research suggests that engagement, purchases, and customer satisfaction soar. The
trick is incorporating preference as a highly desired element with a CRM architecture
or environment. A brand without a preference center is partially faking CRM.

Ideally, customers should be steered to a preference center early in the

relationship, when their interest and intentions are high. They should be asked for
basic contact data and the requisite opt-ins and then be given some choices about what
kind of information or incentives they want, how frequently they want them, and
which communication channel is best to reach them without annoying them.

2
 Setting up a preference center requires a modest amount of database
preparation and an infrastructure to securely capture and transmit the data provided.
In some cases this data can be stored in ESP tools and used to inform triggers and
business rules for email. You can't really create a preference center unless you have a
database architecture in place.

The challenge is the investment. Too many clients see even modest
infrastructure costs as “non-productive” since there is no immediate ROI. That view is
myopic. Giving customers choices and, in doing so, binding them to their favorite
brands pays off again and again over time. When it comes to preference, brands need
to step up to honor and accommodate customer preferences.

Customer preference is a marketing concept that encompasses a customer's

impression, awareness and/or consciousness about a company or its offerings.
Customer preference is typically affected by advertising, reviews, public relations,
social media, personal experiences and other channels.

Consumers can evaluate a product along several levels. Its basic

characteristics are inherent to the generic version of the product and are defined as the
fundamental advantages it can offer to a customer. Generic products can be made
distinct by adding value through extra features, such as quality or performance
enhancements.

The final level of consumer preference involves augmented properties, which offer
less tangible benefits, such as customer assistance, maintenance services, training, or
appealing payment options. In terms of competition with other products and
companies, consumers greatly value these added benefits when making a purchasing
decision, making it important for manufacturers to understand the notion of a “total
package” when marketing to their customers.

For example, when manufacturing automotive parts, a high-performing product will

provide the customer base with basic benefits, while adding spare parts, technical
assistance, and skill training will offer enhanced properties to create a total package
with increased appeal to consumers.The present study includes the customers
preference of Vodafone telecommunications.

3
Telecommunications has a long and creative history behind it. One of the first means
of telecommunications, and maybe the first one actually, was the use of smoke
signals. In classical and ancient times, this was a very effective means of
communication in a smaller, more rural world.

Preference is not good or bad, right or wrong, it is just the way someone judges an
experience based on their value system of what they believe should happen. Since
people are unique, each of their preferences are unique.

4
NEED OF THE STUDY

The products and services that an industrial company has to offer are generally
organized around its customers’ needs in addition to the level of expertise and
production capabilities of the firm. Creating a strategy for product development is an
important and often multifaceted segment of running a successful enterprise, and it
brings together a range of different principles, such as research and development,
marketing, engineering, design, materials, and manufacturing. In most cases, an
industrial product development strategy will depend on two main goals: keeping the
new product or product line within the company’s overall objectives and marketing
philosophy, and developing a system for assessing the performance of an existing
product.

5
OBJECTIVES OF THE STUDY

The main objective of my Research is "A STUDY OF CONSUMER

PREFERENCES REGARDING COCA COLA & IT’S PRODUCTS".

This study also includes the following sub objectives:

 To study the market of Coca-Cola.

 To study the brand image of Coca-Cola.

 To know the effect of promotion activities on customer preference regarding

Coke.

 To identify the loyalty of customer towards Coca Cola.

 To measure the specific reasons for satisfaction and dissatisfaction level of

customer.

6
SCOPE OF THE STUDY

Consumer preference applies the concept of sensory preference to marketing

and advertising. Just as sensory preference relates to how humans perceive and

process sensory stimuli through their five senses, consumer preference pertains to

how individuals form opinions about companies and the merchandise they offer

through the purchases they make. Merchants apply consumer preference theory to

determine how their customers perceive them. They also use consumer preference

theory to develop marketing and advertising strategies intended to retain current

customers -- and attract new ones.

7
RESEARCH METHODOLOGY

The success of any survey is depends upon resources, quality and timing and integrity

of the surveyor who compiles the primary data. So it is a very important task is to

manage all the available resources which make impact on the quality of survey.

RESEARCH DESIGN

Descriptive Research

Approach-

The approach behind a surveyor the project varies with the purpose of the survey.

Under this report, "quantitative" approach is used which is concerned with the

objective assessment of the availability and display that is clearly visible and can be

easily quantified. No subjective assessment is involved in this report.

Area of Survey-For performing any survey a sample is selected from the population.

All the consumers are chosen from different location of Karimnagar City.

Planning: For a successful compilation and best result within a limited time the

planning was must. In this way the first step was to design an appropriate data form

we can say it questionnaire that covers all the mandatory areas of information that is

to be analyzed. The data form which I was used to collect data was designed by my

immediate supervisor.

8
Sampling Design

Design is the plan, structure & strategy of investigation conceived so as to attain

answer to questions' to survey and to control the variances. According to this

project's / survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method:

 Primary Data

 Secondary Data

The two sources for data collection are documentary or secondary and field or

primary is used. Because I have to collect the information, which is fickle in nature,

the availability and display of the product changes even each and every day, therefore

questionnaire is selected as the survey instrument. The forms used for the survey were

close-ended questionnaire consisting of various items. Ihavecovered

Karimnagar City & took data of different areas it was great to visit company like

"Coca-Cola", season like "Summer" and product like "Cold Drink", combining all

the factors together make the sample design for the project very important for the real

extract from the market. According to my judgment and to cover all the major areas

the sample was selected. The sample size was 100 consumers.

Statistical Tools: Representation of statistical data by diagram, graphs, charts or

pictures is more effective than tabular representation being easily intelligible to a

layman, indeed diagrams is most essential whenever it is required to convey any

statistical information to the general public.

Sample Size : 100 Type of Sampling: Convenience Sampling.

9
LIMITATION OF RESEARCH

1.The area of study is limited to the merchandising and route productivity aspects of

the system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational

company, so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide

a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the

secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor

who collect the basic data by expressing the subject under the study and on the

respondents who provides the data required by filling up the questionnaire .The

accuracy of the data collected solely depends upon the cooperation and truthfulness of

the person who is being interviewed.

6. Interaction skills as well as the behavior of the respondents also played as a

constraints during the research.

10
 CHAPTER-II
INDUSTRY PROFILE &
COMPANY PROFILE
 INDUSTRY PROFILE

Soft drinks are typical and necessary consumer products, which are generally
consumed by the individuals to quench the thirst and for a good flavour, and it is
considered to be the symbol of social status.

The two main reasons, which classify the soft drinks under consumer
products, are their easy availability and their reasonable high degree standardization.
Among the listed consumer goods (i.e., perishable items) soft drinks is considered
non-essential and as a luxury item.

Soft drinks can be classified into two broad categories- carbonated drinks and
non-carbonated drinks. Both have enormous market. In case of carbonated beverages
the effectiveness of carbon-dioxide is the main factor in determining the quality. Cola,
leman and orange are carbonated drinks while mango drinks come under non-
carbonated category. A prolonged visible and sparking effervescence is sought after to
produce soda taste in such drinks. The basic constituents of soft drinks are water,
sweeteners, acidulates, flavorings, colorings, foaming agents and preservatives. The
soft drink market is dominated by a few brands. Coca Cola and Pepsi products for
example.

Soft drink industry in India has witnessed phenomenal growth in the recent
past, particularly after the exit of Coca-Cola. The exit of Coca-Cola from India during
the late seventies gave a bolter scope to several Indian soft drink companies to grow.
These were a rapid growth in this industry but each one aggressively competed with
one another to capture a major share in the market. The competition was very high
even in terms of advertising.

The perishable items like soft drinks need a lot of advertisement, as they are
not necessary for the consumer. Most of the consumer consume just for fun &
refreshment purpose and not and for nay other special reason.

For that reason the soft drink marketers concentrate more on the advertisement
part and they keep on designing new advertisements, which conquer the heart of the

11
consumer. They take special care in casting the popular figures. These soft drink
markets also include some offers like tours to someplace and so on.

These soft drink companies will sponsor for many of the sport events in order
to have good edge over the competitor as per as the publicity is considered.

SOFT DRINK 1NDUSTRY IN INDIA

The entry of carbonated soil drink into the Indian soil is relatively new. The
credit for introducing branded soil drink goes to pure drinks private Ltd, Delhi. Later
this company became the franchised bottler of Coca - Cola export corporation.
Accordingly, in 1950, Coca - Cola made its first debut in the Indian market. This is
the story about the origin of soft drinks in India. After Coca — Cola, Pepsi entered
into the market.

The exit of Pepsi made coke the undisputed leader in the soft drinks market.
This company too was forced to leave India due to its non compliance with the rules
and regulations of the Government in 1977. The exit of coke becomes a boom to
national manufactures and all the players started increasing their business. Among the
many national players like pure drinks Me Dowels, Modem foods, Spencer's and
parley, Parle emerged as the leader in the Indian soft drink market. It is believed that
by the end of 1989. Parle captured more than 75% of the national soft drink market. In
1990. Pepsi rccntcrcd India and started making more noise in the market. All the
same, it grabbed considerable market share from parley. Besides this. Coke also
reentered India after 16 years of exile, fearing that, it cannot cling to its market
leadership. Parle sold itself to Coca Cola for $40 Million November, 1993. By buying
over local competition the two American Cola giant share cleared up the arena and are
packing all their power behind building the Indian franchise of their global girdling
brands. If Pepsi invests Rs. 300 core, Coke will be investing more than that and vice
versa. The total investment is of a size and scale that the Rs. 3048 cork soft drink
businesses have never seen before. Both players see enormous potential in this
country. Where swigging a carbonated beverage is still considered a treat virtually a
luxury. Consequently by world standards India's per capita consumption of three
servings is rock bottom less even than over neighbors Pakistan and Bangladesh.
Where is four times as much so, the cola giants feel that per caps can only go up and

12
up. As incomes improve so do life styles a pattern they have seen in many of the 195
countries they sell their universal products.

13
 COMPANY PROFILE

The Coca-Cola Company exists to benefit and refresh everyone it touches.

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. The corporate headquarters are
in Atlanta, with local operations in over 200 countries around the world. The Coca-
Cola Company began building its global network in the 1920s.Coca-Cola system has
successfully applied a formula on a global scale “Provide a moment of refreshment
for small amount of money a billion times a day”.

When launched Coca-Cola two key ingredients were cocaine (Benzoyl

Methylecgonine) and caffeine. The cocaine was derived from the coca leaf and the
caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was replaced
with a "C" for marketing purposes Coca-Cola often referred to simply as Coke (a
registered trademark of The Coca-Cola Company in the United States since March 27,
1944)was invented in May 1886 by Dr. John Stith Pemberton in Atlanta, Georgia. The
name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson.
He penned the name Coca-Cola in the flowing script that is famous today.

Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis
Venable. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8,
1886.It was initially sold as a patent medicine for five cents a glass at soda fountains,
which were popular in the United States at the time due to the belief that carbonated
water was good for the health.

Pemberton claimed Coca-Cola cured many diseases, including morphine addiction,

dyspepsia, neurasthenia, headache, and impotence.

Pemberton ran the first advertisement for the beverage on May 29 of the same year in
the Atlanta Journal. The company was formed to sell three main products:
Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian

14
Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. [The Coca-Cola
formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-
Cola Company in 1892.

In 1892 Candler incorporated a second company, The Coca-Cola Company

(the current corporation), Coca-Cola was sold in bottles for the first time on March
12, 1894. The first Outdoor wall advertisement was painted in the same year as well
in Cartersville, Georgia.CANof Coke first appeared in 1955. On February 7, 2005, the
Coca-Cola Company announced that in the second quarter of 2005 they planned to
launch a Diet Coke product sweetened with the artificial sweetener sucralose, the
same sweetener currently used in Pepsi One. On March 21, 2005, it announced
another diet product, Coca-Cola Zero, sweetened partly with a blend of aspartame and
acesulfame potassium. On July 5, 2005, it was revealed that Coca-Cola would resume
operations in Iraq for the first time since the Arab League boycotted the company in
1968.In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink
Thums Up. The Coca-Cola Company purchased Thums Up in 1993. As of 2004,
Coca-Cola held a 60.9% market-share in India.

Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games
in Amsterdam, and has been an Olympics sponsor ever since. Special aluminum
bottle designed exclusively for the Vancouver 2010 Olympic Winter Games Torch
Relay.

This corporate sponsorship included the 1996 Summer Olympics hosted in Atlanta,
which allowed Coca-Cola to spotlight its hometown.

Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions
organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth
Championship from Tunisia in 1977 to Malaysia in 1997, was called "FIFA — Coca
Cola Cup".

15
In 2010 it was announced that Coca-Cola had become the first brand to top £1 billion
in annual UK grocery sales.

Ingredients

 Carbonated water
 Sugar (sucrose or high-fructose corn syrup depending on country of origin)
 Caffeine
 Phosphoric acid v. Caramel (E150d)
 Natural flavorings

A Can of Coke (12 fl ounces/355ml) has 39 grams of carbohydrates (all from

sugar, approximately 10teaspoons), 50 mg of sodium, 0 grams fat, 0 grams
potassium,140calorie.

Formula of natural flavorings The exact formula of Coca-Cola's natural flavorings

(but not its other ingredients which are listed on the side of the bottle or can) is a trade
secret. The original copy of the formula is held in SunTrust Bank's main vault in
Atlanta. Its predecessor, the Trust Company, was the underwriter for the Coca-Cola
Company's initial public offering in 1919. A popular myth states that only two
executives have access to the formula, with each executive having only half the
formula. The truth is that while Coca-Cola does have a rule restricting access to only
two executives, each knows the entire formula and others, in addition to the
prescribed duo, have known the formulation process.

Logo The famous Coca-Cola logo was created by John Pemberton's bookkeeper,
Frank Mason Robinson, in 1885. Robinson came up with the name and chose the
logo's distinctive cursive script.

The typeface used, known as Spenserian script, was developed in the mid 19th
century and was the dominant form of formal handwriting in the United States during
that period.

Robinson also played a significant role in early Coca-Cola advertising. His

promotional suggestions to Pemberton included giving away thousands of free drink
coupons and plastering the city of Atlanta with publicity banners and streetcar signs.

16
The World’s Most Powerful Brand

Inter brand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the
World, estimated its brand value at $70.45 billion .The ranking’s methodology
determined a brand’s valuation on the basis of how much it was likely to earn in the
future, distilling the percentage of revenues that could be credited to the brand, and
assessing the brand’s strength to determine the risk of future earnings forecasts.
Considerations included market leadership, stability, and global reach, incorporating
its ability to cross both geographical and cultural borders.

From the beginning, Coke understood the importance of branding and the creation of
a distinct personality. Its catchy, well-liked slogans (“It’s the real thing” (1942, 1969),
“Things go better with Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling”
(1987), and a 1992 return to “Can’t beat the real thing”) linked that personality to the
core values of each generation and established Coke as the authentic, relevant, and
trusted refreshment of choice across the decades and around the globe.

MANIFESTO FOR GROWTH

 To Refresh the world………..In body, mind and spirit.

 To Inspire Moments of Optimism….Through our brands and our actions.
 To Create Value and Make a Difference….Everywhere we engage.

To achieve sustainable growth, we have established a vision with clear goals.

Profit Maximizing return to shareowners while being mindful of our overall

responsibilities.
Being a great place to work where people are inspired to be the best they

People can be.

17
 Bringing to the world portfolios of beverage brands that anticipate satisfy
peoples; desires and needs.
Portfolio
Nurturing a winning network of partners and building mutual loyalty.
Being a responsible global citizen that makes a difference.

Partners

Planet

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

Two types of bottlers:

A) FOBO – Franchised owned bottling operations.

B) COBO – Company owned bottling operations.

Franchised production model

18
In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370
franchisees by 1910.The company operates a franchised distribution system dating
from 1889 where The Coca-Cola Company only produces syrup concentrate which is
then sold to various bottlers throughout the world who hold an exclusive territory.

The company produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in
combination with filtered water and sweeteners. The bottlers then sell, distribute and
merchandise Coca-Cola to retail stores and vending machines. Such bottlers include
Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America
and Western Europe. The Coca-Cola Company also sells concentrate for soda
fountains to major restaurants and food service distributors.

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or
produce) syrup concentrate which is then sold to various bottlers throughout the world
who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially exclusive
contracts with the company, produce finished product in cans and bottles from the
concentrate in combination with filtered water and sweeteners. The bottlers then sell,
distribute and merchandise the resulting Coca-Cola product to retail stores, vending
machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is
fountain syrups in the United States, where TCCC bypasses bottlers and is responsible
for the manufacture and sale of fountain syrups directly to authorized fountain
wholesalers and some fountain retailers.

The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers
throughout the world, who hold Coca-Cola franchises for one or more geographical
areas. The bottlers produce the final drink by mixing the syrup with filtered water and
sweeteners, and then carbonate it before putting it in cans and bottles, which the
bottlers then sell and distribute to retail stores, vending machines, restaurants and food
service distributors.

19
The Coca-Cola Company owns minority shares in some of its largest franchises, like
Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company
(CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce almost half
of the volume sold in the world. Independent bottlers are allowed to sweeten the drink
according to local tastes.

The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling
Company".

Indian History

India is home to one of the most ancient cultures in the world dating back over 5000
years. At the beginning of the twenty-first century, twenty-six different languages
were spoken across India, 30% of the population knew English, and greater than 40%
were illiterate. At this time, the nation was in the midst of great transition and the
dichotomy between the old India and the new was stark. Remnants of the caste system
existed alongside the world’s top engineering schools and growing metropolises as
the historically agricultural economy shifted into the services sector. In the process,
India had created the world’s largest middleclass, second only to China.

A British colony since 1769 when the East India Company gained control of all
European trade in the nation, India gained its independence in 1947 under Mahatma
Ghandi and his principles of non-violence and self-reliance. In the decades that
followed, self-reliance was taken to the extreme as many Indians believed that
economic independence was necessary to be truly independent. As a result, the
economy was increasingly regulated and many sectors were restricted to the public
sector. This movement reached its peak in 1977 when the Jantaparty government
came to power and Coca-Cola was thrown out of the country.

In INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than
reveals its formula to the government and reduces its equity stake as required under
the Foreign Exchange Regulation Act (FERA) which governed the operations of

20
foreign companies in India. After a 16-year absence, Coca-Cola returned to India in
1993, cementing its presence with a deal that gave Coca-Cola ownership of the
nation's top soft-drink brands and bottling network. Coke’s acquisition of local
Popular Indian brands including Thums Up (the most trusted brand in India21),
Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing,
bottling, and distribution assets but also strong consumer preference. This
combination of local and global brands enabled Coca-Cola to exploit the benefits of
global branding and global trends in tastes while also tapping into traditional domestic
markets.

Leading Indian brands joined the Company's international family of brands, including
Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000,
the company launched the Kinley water brand and in 2001, Shock energy drink and
the powdered concentrate Sunfill hit the market. While The Coca-Cola Company is a
global company with some of the world's most widely brands, the Coca-Cola business
in India, as in each country where it operates, is a local business.

After a 16-years absence, Coca-Cola returned to India in 1993. The Company's

presence in India was cemented in November that year in a deal that gave Coca-Cola
ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India
has made significant investments to build and continually improve its business in
India, including new production facilities, wastewater treatment plants, and
distribution systems and marketing equipment

 During the past decade, the Coca-Cola system has invested more than US$ 1
billion in India

 Coca-Cola is one of the country's top international investors by2003; Coca-

Cola India had won the prestigious Woodruff Cup from among 22 divisions of
the Company based on three broad parameters of volume, profitability, and
quality.

 In 2003, Coca-Cola India pledged to invest a further US$100 million in its

operations

21
 In India, we indirectly create employment for more than 125,000 people in
related industries through our vast procurement, supply and distribution
system

 Virtually all the goods and services required to produce and market Coca-Cola
locally are made in India

 The Coca-Cola system in India comprises 27 wholly-owned company-owned

bottling operations and another 17 franchisee-owned bottling operations.

 A network of 29 contract-packers also manufactures a range of products for

the Company

 The complexity of the Indian market is reflected in the distribution fleet,

which includes 10-tonne trucks, open-bay three-wheelers that can navigate the
narrow alleyways of Indian cities, and trademarked tricycles and pushcarts.

 The complete manufacturing process had a documented quality control and

assurance program including over 400 tests performed throughout the process.
 We will collaborate creatively with those who sell our products in the
marketplace, developing relationships built on mutual success, not only from
our brands, but also from our services.
 Ranking: We own 4 of the world’s top 5 non-alcoholic sparkling beverage
brands: Coca-Cola, Diet Coke, Sprite and Fanta.

22
COKE BRANDS IN INDIAN ORIGIN

COCA-COLA:

Developed in a brass pot in 1886, Coca-Cola is the most

recognized and admired trademark around the globe. Not to
mention the best selling soft drink in the world.

SPRITE: In 1961, a citrus-flavored drink made its U.S.

debut, using "Sprite Boy" as inspiration for its name. This elf
with silver hair and a big smile was used in 1940s
advertising for Coca-Cola. Sprite is now the fastest growing
major soft drink in the U.S., and the world's most popular
lemon-lime soft drink.

FANTA:

The name "Fanta" was first registered as a trademark in

Germany in 1941, when it was used for a few years for a soft
drink created from available materials and flavors.

The name was then revived in 1955 in Naples, Italy, when it was used for the "Fanta"
orange drink we know today. It is now the trademark name for a line of flavored
drinks sold around the world.

23
DIET COKE:

The extension of the Coca-Cola name began in 1982 with

the introduction of diet Coke (also called Coca-Cola light in
some countries). Diet coke quickly became the number- one
selling low-calorie soft drink in the world.

VANILA:

It is an Ice Cream in taste. Launched in 2004.

LIMCA:

This is thirst-quenching beverage features a fresh and light

lemon-lime taste and a lighthearted attitude. The Limca
brand was introduced in 1971 and acquired by the Coca-
Cola Company in 1993.

MAAZA :

Maaza, launched in 1984 and acquired by The Coca-Cola

Company in 1993, is a non carbonated mango soft drink
with a rich, juicy m natural mango taste.

THUMPS UP :

In 1993, The Coca-Cola Company acquired this brand,

which was originally introduced in 1977. Its strong and fizzy
taste makes it unique carbonated Indian Cola.

KINLEY WATER:

24
This is thirst-quenching beverage features fresh the fresh water with the saturated
oxygen level.

SUNFILL:

This is thirst-quenching beverage features a fresh and light

orange taste and a lighthearted attitude.

VISION

 The long-term vision of Coca-Cola in India is to provide exceptional strategic

lead to the Coca-Cola in India.

 Through Coca-Cola system resulting in consumer & customer preference and

loyalty through Coca-Cola is commitment to them and in a highly profitable
Coca-Cola Corporate branded beverage system.

MISSION

The mission of coca cola in India is:

 Increase in shareholder's value over time.

 To achieve the above by working with business partners to deliver satisfaction

and value to customers and consumers through world wide system of superior
brand and services thus increasing the brand equity.

 To achieve the mission the company seeks the contribution from each of the
given areas:

 People working in the company.

 Commitment of the company.

 Goals & objectives of the company.

25
  Environmental policy.

 Internal control.

 Policy & producers.

Marketing Mix and Strategy Of Coke

Marketing mix of any organization consists of 4 P's i.e. product, price, place
and promotion having its own significance, which varies from one organization to the
other. In Coca-Cola the information about all the 4 P's that can be available to me is
given here:

PRODUCT: Product mix of Coca-Cola consists of the various brand packs and
flavors given in the table. Product strategy of the Coca-Cola is to promote all the
brands available in all the brands packs and to introduce the product in new flavors
and. even new product. Regarding this Kinley soda is introduced. Fanta in green
apple flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to
me, but as done for the different product of the company, company has priced the
product same as that of its major competitor or the market leader.

PLACE: The Coca-Cola Company in India is governed from its corporate office
located at Gurgaon in Haryana. It governs the working of five zones covering whole
India these zones are: - Northern zone, Eastern zone, Western zone, Southern zone
and Andhra Pradesh zone. These zones are divided in to various, plants, which govern
the area assigned to them. The areas are the various distribution centers called
distributors and C&F agents. Then comes the retailers/customer for the company's
product, they receive goods from distributors and C&F agents. Finally consumer is
there, having the product from the customer's shops or delivered to their home, it is
more clearly visible through this chart. The Coca-Cola Company, which gave its
reach to the mouth of billions of people all around the world having a wide
distribution, network. In India, the pace and speed at which Coca-Cola has widened
its business is really amazing. Distribution network is the biggest strength of the
company.

26
PROMOTION: This part of the marketing is playing a very vital and important role
in the current situation in India. Looking at the competition and promotion and
advertising budget of both the companies coca cola and Pepsi, one can easily estimate
the importance of this.

27
 CHAPTER-III
DATA ANALYSIS &INTERPRETATION
Prefer to have cold drinks

Response No of Respondent Percentage ( %)

Yes 100 100%

No 00 00%

Total 100 100%

Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take

cold drink because it gives the full satisfaction in the hot and humid day. It was found

that 100% of respondent likes to take the soft drinks and 00% respondents don’t want

to take cold drinks. The people who don’t prefer are because of their taste and

preference. They are of the perception that Lassie and Nimbu pani are beneficial than

the carbonated soft drinks.

28
 1. Do You Like Cold Drinks?

RESPONSE NO. OF RESPONDANT PERCENTAGE

YES 100 100%

NO 00 00%

TOTAL 100 100%

100% 0% Yes

No

Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take cold drink

because it gives the full satisfaction in the hot and humid day. It was found that 100%

of respondent like to take soft drinks and 00% respondent don’t want to take cold

drinks. The people who don’t prefer are because of their taste and preference. They

are of the perception that Lassie and Nimbu pani are beneficial than the carbonated

soft drinks.

29
 2. Consumption of cold drinks in a day

Response
No of Respondent Percentage (%)
(Time a day)

Less than 2 54 54%

2–4 35 35%

More than 4 + 11 11%

Total 100 100%

54
60

50
35
40

30
11
20

10

0
Less than 2 2–4 More than 4 +

Analytical Interpretation:

The given diagram & table show the frequency of taking cold drinks in

a day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35%

of respondent takes 2 – 4 cold drinks a day. And 11% of the respondent likes to takes

more than 4 cold drinks in a day. The people who consume more than two cold drinks

have a habit of a high consumption. For them a change in price doesn’t changes their

demand to a great extent. They also maintain a brand loyalty in the brand they are

regularly consuming.

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 3. Preference of flavors’

Flavour No of Respondent Percentage

Cola 41 41%

Citric 26 26%

Lemon 21 21%

Orange 10 10%

Others 02 02%

Total 100 100%

45% 41%

40%
35%
26%
30%
21%
25%
20%
10%
15%
10%
2%
5%
0%
Cola Citric Orange Lemon Others

Analytical Interpretation:

The given graph & table show the most popular flavour in cold drinks is Cola.

It was found that the 41% respondent likes the Cola Flavored, 21% of respondent

likes the Lamon flavored, 26% of respondent likes the citric flavour, 10% likes the

Orange flavour and only 2% likes the other flavored.

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 4. Preference of Brand name

Response No of Respondent Percentage (%)

Yes 56 56%

No 39 39%

Can’t Say 05 05%

Total 100 100%

Analytical Interpretation:

The graph & table clear view regarding the importance given to a brand name
5%
while choosing the cold drinks. It was found that the 56% of Respondent says Yes and
39% Yes
39% of respondent say No and the only 5% of respondent not in a position to say
56% No
anything.
Can’t Say

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 5. Factors Influences choosing particular Brand

Response No of Respondent Percentage (%)

Brand 28 28%

Flavour 48 48%

Advertisement 06 06%

Chilled 18 18%

Total 100 100%

Analytical Interpretation:

The chart and diagram shows that the way respondent likes the particular brand of

cold drinks. It was found that 48% of respondent likes the because of flavour, 28%

respondent likes the cold drinks because of brand, 18% of respondent likes because of

chilled and only 6% of respondent likes because of advertisement.

33
 6. Opinion towards Popular Brand

Brands No of Respondent Percentage (%)

Coke 58 58%

Pepsi 21 21%

Others 21 21%

Total 100 100%

60%

50%

40%

30% Series1

20%

10%

0%
Coke Pepsi Others

Analytical Interpretation:

The given diagram gives the view regarding the most popular and demanded brand. It

was found that the 58% of respondent preferred the Coke as most popular brand, 21%

of respondent say Pepsi as most popular brand, 16% of respondent referred the coke

as the popular brand and the only 21% of respondent say others was a the most

popular brand.

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 7. Availability in retailer’s shop

Response No of Respondent Percentage (%)

Cola 61 61%

Citric 30 30%

Fruit flavored 9 9%

Total 100 100%

61%
70%

60%

50%
30%
40%

30%

20% 9%

10%

0%
Cola Citric Fruit flavoured

Analytical Interpretation:

The given chart table shows that the most available flavour on the respondent

retailer’s shops. It was found that the 61% of respondent (Consumers) say that they

find Cola flavour on their retailer’s shop.30% of respondent found the citric flavor on

their retailer’s shop. Science cola flavour is a Universal flavour in India, with

consumers of all age, sex and preference accepting it whole heartedly.

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 8. Availability in College Canteen/Locality/Colony

Brand No of Respondent Percentage (%)

Coke 51 51%

Pepsi 47 47%

Others 02 02%

Total 100 100%

2%

Coke

47% 51%
Pepsi

Others

Analytical Interpretation:-

The graph & table gives the information regarding the available the available brand

on their college canteen or a colony or a locality. It was found that 51% of respondent

found the Coke brands of cold drink highly available while 47% of respondent said

that they found Pepsi brand as highly available and only 02% of respondent said that

they found other brand like Frooti or others brands highly available. This difference

in the response is because of the consumption of different brands in different

segments.

36
 9. Cause of Choosing Brand

Subject No of Respondent Percentage (%)

Blend 20 20%

Brand Image 38 38%

Availability 26 26%

Advertisement 16 16%

Total 100 100%

38%
40%

35%
26%
30%
20%
25%
16%
20%

15%

10%

5%

0%
Blend Brand Image Availability Advertisement

Analytical Interpretations:

The graph & table above say that why the respondent like their favoured

brand. It was found that 38% of respondent likes his brand because of brand Image,

26% of respondent likes because of availability, 20% of because of Blend and only

16% of advertisement. Brand image refer to the perception of the customers regarding

the choice of a particular brand. It comes with the kind of advertisement brought by

the company. Blend over here refers to the taste of the flavour demanded.

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 10. Most appealing Brand advertisement

Brands No of Respondent Percentage (%)

Coke 52 52%

Pepsi 48 48%

Total 100 100%

48%
Coke
52%

Pepsi

Analytical Interpretations:

The given chart shows that the respondent about the most appealing brand

advertisement. It was found that the 52% of respondent says that Coke advertisement

is most appealing, 48% of respondent says Pepsi advertisement is most appealing one.

The advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik

Roshan, Karishma Kapoor and Amir Khan who are highly acceptable by the public.

The advertisement of Coke featuring Amir Khan with a punch line

“Thanda Matlab…………….Coca-Cola”

It was a super hit which took Coke not only to the rural markets but also

overturned the market of Pepsi.

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 CHAPTER-IV

FINDINGS, CONCLUSIONS

AND SUGGESTIONS
 FINDINGS

The success of any survey depends upon the quality and integrity of the surveyor who

collects the basic data by expressing the subject under the study and on the

respondents who provides the data required by filling up the questionnaire .The

accuracy of the data collected solely depends upon the cooperation and truthfulness of

the person who is being interviewed.

Keeping this in mind i have tried my best to collect the reliable data. During this

process I came across a Variety of experiences some interesting and some bitter one’s.

After knowing the utility of the survey some of the respondents filled up the

questionnaire sincerely whereas some of the other were not interested in it . How ever,

most of respondents were friendly and cooperative and willingly filled up the

questionnaire with utmost sincerity and to best of their knowledge. Barring few

exceptions I had a pleasant time with respondents. I hope that the respondents did not

feel the interview insipid and boring. I got the opportunity to interact with different

people of different areas in Asansol and Durgapur city.

39
 SUGGESTIONS

Doing a survey on consumers market provided a lot of insight into the dynamics of

the market place and with it valuable insights were also gained into the psyche of

consumer and owners.

1. SUPPLY

The demand of Thums up & Maaza far exceed the supply especially in case of 200ml

and pet bottles. Few shop owners’ clamed that many a times no supply is made for 3

days and some times even more.

Sometimes the delivery vans of Coca-Cola starts late from the distribution point and

that of rivals reach early .so eateries, which generally serve soft drinks in the glass,

buy the soft drinks from the delivery van which arrives first.

Salesman at the delivery van to be inconsistent on certain meters likes the concept of

broken bottles. When dealing with the shop and the eatery owners some salesman do

exchange bottles while some do not?

All flavors and all size of bottles are kindly available in the market.

2. COMPANY REPRESENTATION

Owners confirmed that Company representatives don’t come when called repeatedly.

The Company must ensure that the representatives do visit an outlet at least once in 3

days to listen and to attain to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET

The Company easily influenced many eatery owners, which provide them with better

facilities. There was a tendency to push the product of the Company which ever

offered them better scheme or benefits.

40
 CONCLUSION

From this summer training and project titled "Merchandising and route

productivity" in Coca-Cola, I have learned a lot about real practical work being

done in the market I have also watched & learned the practical applicability of the

various things that we have studied theoretically.

I observed on the basis of survey in Bareilly city that Coca-Cola laid emphasis

on merchandising in order to become the No.1 brand in soft drink industry the report

was finds out the availability of different flavor and packs.

Cola-Cola adopt a good customer relationship management, it is focus on the,

segment of the product because each segment is affected by different sets of factor

which hamper or enhance sales. Each segment had its own Pros & Cons. So we have

to understand the various segment of soft drink industry that which flavor is existing

more in the market, Such as Thums-up strong brand of coke which is more popular in

young generation. I also observe about fate dealer, sub dealer, monopoly counter & its

marketing strategy. Such as fate dealer is influence wrong direction to the market.

They are supply product at high margin with low scheme.

As we know till now since ill soft drink industry the concept of brand loyalty is not in

that shape in which it is in countries. So company could take some steps to be to have

a good report with the retailers why supply them regularly and provide them with

other monetary benefits.

41
BIBLIOGRAPHY
 BIBLIOGRAPHY

1. Research Methodology, Kothari. C.R., Research Methodology

Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

1. Multi Level & Direct Marketing, Branding, Kotler, Philip.,

Marketing Management, Delhi, Pearson Education (Singapore) Pte.

Ltd, 11th edition.

2. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International

Marketing Management, New-Delhi, Sultan Chand & Sons edition

2003.

3. Company Profile, Web-Site:- www.coca-cola.com <http://www.coca-

cola.com>

4. Merchandising & Route Productivity, www.ask-jeeves.com,

www.distributing-company.com.

5. Retailing, Company Souvenirs.

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