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Satisfaction suffices. But delight dazzles. The overage company will compete for the customer by conforming to her expectations consistently. But the winner will surpass them by constantly exceeding her expectations, delivering to her doorstep additional benefits which she would never have imagined possible. Such as, a wedding anniversary cake in midair, a newspaper at 5 am, anywhere in the world, A Personal loan from a salesman to a cash-strapped buyer. Sure, surpassing expectations every time to create delight wont be easy. For, Yesterdays delightdelivering device will be part of todays expectations, forcing constant improvements. Nor can customer delight be generated through codified procedures. But its critical to reward loyal consumers, to hold back the potential defector, to attract the fence-sister and to serve up unparallel value to your consumers.
DEFINING DELIGHT
The fulfillment of latent needs that the consumers is not yet aware A quality of service that he does not consider possible from marketers Complete personalization of a standardized product or service An unexpended benefit that does not result in profits for the company Solutions to problems offered by a companys personnel at personal initiative
Its a mind shift mantra for the marketer. It says the consumer is best satisfied when she least expects it. Todays highly competitive marketplace, where satisfaction does not endure loyalty, decrees this To take potential defectors by surprise, you have to move beyond consumer expectations by anticipating her needs and then surpassing them with constantly superior products or
service. Or, delighting the consumer, nor must delight be a one-off offering, which can be bartered for a lifetime of purchases.
MEASURING DELIGHT:
Just how do you find out whether your customer is delighted? The classic proxy: measure his satisfaction, A high score wont guarantee below score will warn you of your failure, Says Brain S. Kunde vice-president of the Arizona-based customer satisfaction Measurement agency CSM worldwide. Customer satisfaction measurement may not be predictor of customer behavior. But it can tell you what is going wrong. Most important, it identifies the areas that are pier for the kind of value- addition that leads to customer delight.
JUSTIFYING DELIGHT
Only continuously rising satisfaction levels can hold back potential defectors. Everrising value strengthens the loyalists resolve to switch to the competition. The Promise of constant surprise turns experimenters into life-long customer. Entry barriers are raised for new competitors, who have to set new standards. The compulsion to innovate constantly to pay-offs in cost reductions and quality.
GENERATING DELIGHT
Strive constantly to provide additional customer value in every transaction Use a Flexible service envelope around the core product to generate surprise benefits Constantly surpass the expectations that the customer has built around your product Treat every customer as though she is the only customer whom the company wants Look for expectation-performance gaps in order to identify opportunities to delight. Is delight the product of a moment of deliberation, or a moment of improvisation? Different organizations perceive it differently. Says Rajendra S. Pawar, 47, managing director, NIT: Delight is too subjective. The intentions are good, but implementation can be totally formalized. But neither then, nor can it be entirely improvised given the human element involved in all customer encounters. Alternatively, as surprises become expectations, Processes and procedures help companies to absorb them efficiently into their quality systems. Targeting delight adds a new dimension to quality by forcing the company to scale the heights that the customer cant. By anticipating needs, it helps companies realize their full potential by achieving dramatic break-through, not live-forever below their potential by progressing only
incrementally. That increases the exit barriers for customer and the entry barriers to competition. And it gives the value vendors a delightful target to gun for.
established in various parts of country. Out of these, majority of the share is help by some multinational companies like coco-cola, Pepsi etc.There is a stiff competition to become the market leader and capture a major share of the market among these soft drinks manufacturing companies. People differ not only in the usual ways of age and bender, by and nationality by education, by marital status and living arrangements but also in their activities and interests, their preferences and opinions. Be it rich or poor the educated or uneducated, young or old, students or employees, there is hardly any segment, which is not a part of soft drink market. The main aim of coco-cola entering into joint venture with Parle is to meet around 25% of the market in its full utilization of the soft drink concentrate plant. Hence due to above reasons, there is a need for study of consumer delight of coco-cola products.
METHODOLOGY
This chapter includes various tools and techniques that are used by the investigation that the method followed in processing the research survey. Methodology includes a systematic way of collecting the data through sample design, analyzing it processing the data interpreting the data for requirement.
DATA SOURCES
The methodology followed with regard to the collection of information relevant to the project work entitled consumer delight has mainly from two sources. primary secondary
Primary sources:
An intensive survey of 110 respondents has been conducted in the Hyderabad marketing to know the consumption patterns of soft drinks. A questionnaire consisting of 13 questions on information regarding: Demography, price, purchases frequency, preferred distribution channels, effectiveness of advertisement, brand awareness, product features. The sample chosen consisted of people from various social and educational groups.
Secondary Sources:
Information has been collected through magazines, advertisement. News papers, general profits of the company Annual reports, and house generals.
RESEARCH INSTRUMENTS:There are different types of questions which are used to find out the accurate quality, quantity, taste of coca cola products. In this investigator has used questionnaire as the research instruments. So, in this there are multi-ended questions from which respondents must choose any one from the given choices.
POPULATION AND SAMPLE:The total number of consumers is large in size in which 110 people are taken as sample.
SAMPLE TEHCHNIQUE:A convenience sampling method has been conducted for the study.
LIMITATIONS
Due to the constraints of time, the sample size had to be limited to 100. A majority of the respondents are students and the trend observed should predominantly be that of the students. Soft drinks have a seasonal demand and observations need not be consistent with all the seasons. The consumer could be bared in his opinions or could also have deliberately given incorrect answers.
The time available at disposal is less and so the research may not cover the entire area. This may result in some errors.
A firm should always try to maximize the value for the customers called customer delivered value. The customer delivered value is the difference between total customer value and total customer cost. Total customer cost is the total of monetary price, time, energy, and psychic cost which a customer incurs using the firms product. Thus, the buyer forms a judgment of value and acts on it. Whether the buyers satisfied after purchase depends upon the offers performance in relation to the buyers expectations. Satisfaction results from expectations. CUSTOMER SATISFACTION DEFINITION: Satisfaction is the level of a persons felt state resulting from comparing a products perceived performance in relation to the persons expectations. Thus it is a function of the difference between perceived performance and expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfies. If the performance exceeds expectations, the customer is highly satisfied or delighted. Why must companies embark on an exercise that is more intuitive than logical, more abstract than tangible, more improvised than systematized, more subjective than objective? They have no choice an ounce of competitive advantage today. And while tangibles are easy to copy, its the difficult - to clone intangibles provided more often than through the human touch that generate customer satisfaction and finally customer delight. Indeed, delight is the final destination for companies that continually strive to serve the customer. For, the value that they generate turns into delight in the customers senses, thrilling him / her and winning allegiance make no mistake. Companies deliver value, but customer fell satisfied and delighted. In the process what the customer sees is a humanistic organization,
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which treats her like an individual. Not a faceless, nameless parcel of preprogrammed consciousness trained to buy whatever products are put on sale. METHODS OF TRACKING AND MEASURING CUSTOMER SATISFACTION: A companys tools for tracking and measuring customers satisfaction range from the primitive to the sophisticated. Companies use the following methods to measure how much customer satisfaction they are creating.
COMPLAINT AND SUGGESTIONS SYSTEMS: A customer-centered organization would make it easy for its customer to deliver suggestion and complaints, the information flows provide companies with many good ideas and enable them to act more resolve problems. GHOST SHOPPING: Another useful way together picture of customer satisfaction is to hire persons to pose as potential buyers to report their findings on strong and weak points they experienced in buying the companys and competitors product. LOST CUSTOMER ANALYSIS: Companies should contact customers who have stopped buying or who have switched to another supplier. CUSTOMER SATISFACTION SURVEYS: Responsive companies obtain a direct measure of customer satisfaction by conducting surveys. They send questionnaires or make telephone calls to a random
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sample of their recent customers to find out how they fell about various aspects of the companys performance. Customer satisfaction can be measured in a number of ways. It can be measured by asking direct questions. Another method is to ask respondents to list any problems they have had with the offer and to list any improvements they could suggest. Finally, companies could ask respondents to rate various elements of the offer in terms of the importance of each element and how well the organization performed each element.
DEFINING DELIGHT
The fulfillment of latent needs that the consumers is not yet aware A quality of service that he does not consider possible from marketers Complete personalization of a standardized product or service An unexpended benefit that does not result in profits for the company Solutions to problems offered by a companys personnel at personal initiative
Its a mind shift mantra for the marketer. It says the consumer is best satisfied when she least expects it. Todays highly competitive marketplace, where satisfaction does not endure loyalty, decrees this To take potential defectors by surprise, you have to move beyond consumer expectations by anticipating her needs and then surpassing them with constantly superior products or service. Or, delighting the consumer, nor must delight be a one-off offering, which can be bartered for a lifetime of purchases.
11
The psychological appeal of delight its people touch is its most visible face, compelling consumer to look at products outside-in. In customer focused companies that treat customers as strategy assets, exceeding expectations has become almost a passion.
MEASURING DELIGHT:
Just how do you find out whether your customer is delighted? The classic proxy: measure his satisfaction, A high score wont guarantee below score will warn you of your failure, Says Brain S. Kunde vice-president of the Arizona-based customer satisfaction Measurement agency CSM worldwide. Customer satisfaction measurement may not be predictor of customer behavior. But it can tell you what is going wrong. Most important, it identifies the areas that are pier for the kind of value- addition that leads to customer delight.
JUSTIFYING DELIGHT
Only continuously rising satisfaction levels can hold back potential defectors. Everrising value strengthens the loyalists resolve to switch to the competition. The Promise of constant surprise turns experimenters into life-long customer. Entry barriers are raised for new competitors, who have to set new standards. The compulsion to innovate constantly to pay-offs in cost reductions and quality.
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Delight today is expectation tomorrow. And expectation today is the basic need tomorrow. To squeeze delight out of this relentless to the customer spiral, only a high quality for listening to the customer and responding instantaneously will suffice.
GENERATING DELIGHT
Strive constantly to provide additional customer value in every transaction Use a Flexible service envelope around the core product to generate surprise benefits Constantly surpass the expectations that the customer has built around your product Treat every customer as though she is the only customer whom the company wants Look for expectation-performance gaps in order to identify opportunities to delight. Is delight the product of a moment of deliberation, or a moment of improvisation? Different organizations perceive it differently. Says Rajendra S. Pawar, 47, managing director, NIT: Delight is too subjective. The intentions are good, but implementation can be totally formalized. But neither then, nor can it be entirely improvised given the human element involved in all customer encounters. Alternatively, as surprises become expectations, Processes and procedures help companies to absorb them efficiently into their quality systems. Targeting delight adds a new dimension to quality by forcing the company to scale the heights that the customer cant. By anticipating needs, it helps companies realize their full potential by achieving dramatic break-through, not live-forever below their potential by progressing only incrementally. That increases the exit barriers for customer and the entry barriers to competition. And it gives the value vendors a delightful target to gun for.
13
CHAPTER-3
INDUSTRY PROFILE
14
15
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Coco-Cola recently, had obtained a clearance from the cabinet to invest $700 million [Rs.2, 400crores] [which is three times of Pepsis investment] to set up two new subsidiaries. The new investments will also be channel zed mainly beeping up the bottling system, and distributing and marketing. To those who criticize the company for being slow moving the difference is that they want to get the strategy right first. Build a strong foundation before moving ahead. The supply side infrastructure has also to be strengthened with volumes reaching a critical mass, it could well be worth while of Coco-Cola international suppliers set up facilities in India. Coco-Cola is thinking BIG and want to sell 1 million cases in ten years. How high their target can be judged from the fact that. This is the figure that the entire industry is expected to achieve by 2005A.D. Cadbury Schweppes Beverages private Limited is the 3rd soft drink company that entered in the India market. It is a British conglomerate and the biggest non-cola company in the world which recently entered the cola segment with a new brand called sport cola in 300ml. Pack which was launched for the 1 st time in Chandigarh and was priced 20% cheaper than other aerated soft drinks . Cadbury Schweppes has nineteen bottlers in India. It has tied on all the bottlers coke left behind in India years ago, and did not take back after its return. Cadbury had entered into a agreement with pure drink in November 1994 by which pure drinks has given exclusive right to manufacture and sell crush, Canada-dry, Schweppes tonic water in Haryana and Ghaziabad. It contributes 4.5% to the total soft drink market while the individual share of crush is 20%. Schweppes claims 3 rd position in Indian softy drinks industry and it is continuously striving to retain its position through its vast marketing activities. Two foreign companies, i.e., Coca-Cola and Pepsi, control the Indian soft drink market for all practical purpose today in India. One is not sure whether it is good or bad, but it is interesting that, Coca-Cola and Pepsi, because of their huge investment in India subsequently expanded the India soft drink market.
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CADBURY SCHWEPPES
It is the international giant to enter India soft drink market; it is a Britain conglomerate and biggest non-cola company in the world. Its brands launched in
India are Crush, Canada dry, Lemonade and now recently Sort Cola.
OTHERS PLAYERS
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Besides these established manufactures there are more than 200 units 4% percent of the entire drink industry.
of independent
manufactures of soft-drink industry. They constitute a very small market share around
summers the high season lasts for 70-75 days, which contribution more than 50% of the yearly sales. In terms of regional distribution cola drinks have main markets in UP, Punjab, Haryana etc. Orange flavored drinks states. Western markets have preference towards southern metro cities and northern states of and sodas are popular in mango-flavored drinks.
CONSUMPTION
According to NCAER survey 91% of the total consumption of soft drinks in the country is by lower, lower middle and upper middle class people. Per capita consumption in India is among the lowest in the world at 6 bottles per annum compared to 80 bottles in Thailand and 800 bottles in USA. Delhi market has highest per capita consumption in the country with 50 bottles per annum.
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TYPES
Non-alcoholic soft drink beverage market can divided into fruit drinks and soft drinks. Soft drinks are available in glass bottles, aluminum cans, PET bottles or disposal containers can be divided into carbonated and non-carbonated drinks .Cola, Lemon and oranges are carbonated drinks and .Soft drinks can also be divided into non-carbonated drinks include mango drinks Cola products and non-cola products. Cola
products like Pepsi, Coca-Cola, Thumps Up, and Diet Coke, Diet Pepsi etc. Account for nearly 61-62% of the total soft drinks market. Non-Cola products constitute 36%, and based on the types Clear Lime and Mango. of flavors available can be divided into Orange, Cloudy Lime,
WATER
The major ingredient of soft drinks is water and it accounts for 86%-90% of the soft drink consumption.
AROMATIC SUBSTANCES
Aromatic substances are added to soft drinks to give a pleasant taste and better to from a variety of leaves; seeds obtained more than plant raw and fruits material .Identical aromatic stability the taste. These could be natural aromatic substances like caffeine obtainable substances can be and have characteristics which correspond
SWEETENERS There are many different types of sweeteners like sugar (sacharose), ingredient in soft drinks as it is highly nutritious and is the invaluable another major carrier of the
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many fruits and vegetables. Two simple type of sugar are found in fruits fructose (fruitsugar) and glucose (grap-sugar). There are also low-calorie artificial sweeteners saccharin and aspartame (neutral-sweet). Saccharin is a non-nutritious sweetener
that is extremely sweet, stable gives no energy (no calories). Aspartame is a nutrientsweetener built up of two amino acids, asparagus acid and phenylalanine (200 times sweeter than saccharin).
CARBON DIOXIDE
Carbon dioxide is another important ingredient added to the soft form. It mucous membranes adding a sensation that the soft drinks in liquid makes the drink more refreshing through its stimulation of the mouths drink is colder than it actually
is. The carbon dioxide also brings out the aroma since the carbon dioxide bubbles drag with them the aromatic components. It also checks microbiological growth.
ACIDS
The most common acids used in soft drinks are citric acid, phosphoric acid and malic acid. The function of acidity in the drink is to drink fresh and thirsty quenching. balance the sweetness , make the
COLOURING MATTER
Color is added to soft drinks to make them presentable and appetizing .Brown drinks are colored with caramel (when sugar is heated, its co lour dominate colorings agent in carrots and oranges. changes to brown, also it the becomes less sweet and acquires a burnt taste) or betakarotin, which is
PRESERVATIVES
Preservative like natrium benzoate and are added to increase the life of the product. Sulphur dioxide can be used as a preservative.
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ANTIOXIDANTS
Antioxidants are substances, which prevent reactions that destroy Vitamin C. aromatic substances in soft drinks .The most common antioxidant used is ascorbic acid, i.e.
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The Coca-Cola Company, nourishing the global community with the worlds largest selling soft drink since 1886, returned to India in 1993 after a gap of 16 years giving a new thumbs-up to the Indian Soft Drink Market. In the same year, the Company took over ownership of the nation's top soft-drink brands and bottling network. No wonder, our brands have assumed an iconic status in the minds of the consumers. Coca-Cola serves in India some of the most recalled brands across the world including names such as Coca-Cola, Diet Coke, Sprite, Fanta, Thums Up, Limca, Maaza and Kinley (packaged drinking water). The business system of the Company in India directly employs approximately 6,000 people, and indirectly creates employment for many more in related industries through our vast procurement, supply and distribution system .
The vast Indian operations comprise 25 company-owned bottling operations and 24 franchisee-owned bottling operations. That apart, a network of contract-packers also manufactures a range of product for the company.
On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, ensure availability of our brands in every nook and corner of the country. The company-owned Bottling arm of the Indian Operations, Hindustan Coca-Cola Beverages Private Limited is responsible for the manufacture, sale and distribution of beverages across the country. A career at Hindustan Coca-Cola Beverages Pvt. Ltd. is truly a one-of-a-kind experience. Come taste life at Coca-Cola. Coca-Cola, Diet Coke, Sprite, Fanta, Thumps Up, Limca, Maaza and Kinley are Trademarks of The Coca-Cola Company It started in the year 1967 when the great visionary Sri.M.V.V.S.Murthy has started his small business of a selling the soft drinks in Hyderabad. It was started as a small unit in 24
the industrial estate with as many as of employees. They are his partners. As the day went by the same plant was made into big plant with the help of Government and it was called the Hyderabad bottling company . This constituted a small number of employees who were the loyalists of the great visionary. All this as further improved with the help of them taking of the task of becoming the sole franchise of the Parle products. Then it came to be called as the Gold Spot Company. They were manufacturing all products of the Parle and they were the sole of the greatest brands like Thumps up, Limca, Citra, and Gold Spot etc. Then came there of the take overs and in the year 1996 Coke can in touch with the VBC. The deal was struck and it was acquired by the Coca Cola in the year 1998. From then it was operating as a fully owned company. This plant operates with around 200 permanent employees and 100 laborers. The plant is at the picturesque location of manchukonds gardens and it runs to around 20 acres of land. The plant lay out is given below which depicts the extent of care taken by the management. The entire plant is divided into 4 segments. They are 1. Water treatment plant 2. Syrup preparation plant 3. Carbon dioxide preparation plant 4. Administration
PRODUCTION PROCESS
The company has installed a semi automatic plant layout. The present capacity of the plant is 600 crate/ hr i.e., 4800 crates per shift of 8 hr. During the months of March to June due to peak demand, the plant is full capacity i.e., 5,500 crates per shift, with an extended shift of 12 hr. During the other months of production per shift are 3,000 crates per shift.
PRODUCTION SCHEDULE
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The production schedule fixed daily by considering: the market demand, the availability of empty bottles and the inventory position of filled bottles. The storage capacity of the go down is at present 90,000 crates, which also limits the production schedule. The production is generally carried out in 2 shifts. In summer the demand reached its peak and production will be extended 12 hr shifts.
PLANT LAYOUT
The layout of bottling plant installed by the company is confirmed to produce on line layout. The machines and equipment are arranged according to the sequence of operations. The machines and workers are specialized in the performance of specific operations such as preparation of syrup filling the bottles, aerating and sealing the bottles with liquid. All those operations are continuous movement. Volume of production is adequate for reasonable equipment utilization. Demand for the production brands are reasonable stable
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All brands are standardized products Supply of material in continuous This type of layout is more advantageous when compared to other layout.
QUALITY CONTROL
The company takes great care to maintain the quality of the products of their factory. The bottles are critically examined for impurities continuously as the bottled move out. Random samples are taken every half an hour and subjected to chemical analysis in the laboratory. The flavor concept, sugar percentage, smell, appearance and taste of the product are checked.
DISTRIBUTION
The entire route system has been designed in such away that entire city is covered and sales are up to the expected levels. The route system has been one of the best practices by the coco cola as it has many benefits of the direct selling. The coco cola routes have been divided on the basis of the geographical spread of the city and the regions near vizag. The entire city has been divided into 22 AMCS. The upcountry has been divided into three districts and they may be VIZIANAGARAM, SRIKAKULAM, ANAKAPALLI regions. The sales of the city has been thought the following routes which have a very big say in the achievement of the greatest market share (72%) to that of the competitor. It is due to the existence of the large scales force and the system it carries. The world's favorite drink, the world's most valuable brand, the most recognizable word across the world after OK. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world.
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In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies
necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, SouravGanguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan. in the remote and inaccessible parts of the
PRODUCT PROFILE
The company has a balanced portfolio
of marketsCoca-Cola HBC's Established Countries
provide a consistent revenue and cash flow stream, while its Developing and Emerging Countries represent significant growth opportunities. Revenues in 2005 were over 4.7 billion. Coca-Cola HBC is strategically positioned to profit from European Union
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enlargement. Eight Coca-Cola HBC countries--the three Baltic states of Estonia, Latvia and Lithuania, as well as Hungary, Poland, the Czech Republic, Slovakia and Slovenia -joined the EU on May 1, 2004. Two other Coca-Cola HBC countries -- Romania and Bulgaria -- joined in January 2007.
of food legislation,
environmental policy and marketing legislation, and the anticipated increase in income of the residents in these new EU countries, will enhance the company's already substantial scale benefits in procurement savings, knowledge sharing, investment planning and best practices from its operations in 28 countries.
Coca-Cola HBC's product portfolio offers consumers an extensive choice of non-alcoholic beverages that satisfy a variety of preferences and needs. With nearly 30% of its volume comprising non-carbonated soft drinks, the company is positioned to capitalize on future growth in fast growing beverage categories.
Coca-Cola HBC continues to expand the reach of the established brands of The Coca-Cola Company (TCCC) - Coca-Cola, diet (or light) Coke, Fanta and Sprite - to its consumers through new brand extensions and continued package innovation. At the same time, the company is jointly investing with TCCC to expand its non-CSD range, both through local brand acquisitions, such as Multon juice in Russia, and new product innovation, such as entering into a new category by launching Amita Smoothies in Greece.
To continue increasing its presence in these growing beverage categories, Coca-Cola HBC acquired, jointly with TCCC, the leading juice brand in Serbia, Fresh & Co in early 2006, as well as a high-quality mineral water provider in Italy. Further, as a result of a recent territorial expansion into Cyprus, the company is gaining ready entry into the dairy category. As part of its product innovation strategy, Coca-Cola HBC launched a range of flavored waters, enhanced with vitamins, under the Rmerquelle Emotion brand in Austria. Following the success of this product, the company has also launched a similar range of flavored waters under the Valser Viva brand in Switzerland.
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Coca-Cola HBC is also responding to growing consumer concerns over obesity and increased focus on better nutrition and a healthier lifestyle by increasing its investment in light/diet carbonated soft drinks and non-carbonated soft drink beverage categories.
The Coca-Cola HBC water portfolio now includes 25 water brands. The Coca-Cola Company is always looking for new beverages to bring enjoyment to consumers. Here are some of the most recent additions to our refreshment portfolio.
April, 2007
Minute Maid Introduces Enhanced Orange Juices For Health-Conscious Consumers - New varieties include Minute Maid Multi-Vitamin and Minute Maid Active...
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burn
CAFE ZU (Thailand)
cherry Coke
Citra
31
DASANI bottle
DASANI Grape
Fanta Berry
32
Fanta Grape
Fanta Lemon
Fanta Orange
Fanta Pineapple
Fanta Strawberry
Flavor Rage
33
Mello Yello
34
Nalu
NaturAqua (Hungary)
NESTEA Lemon
Odwalla juice beverages. Blueberry Smoothie, Protein Tropicale, Passionate "C" and Organic Orange Juice.
Pibb Xtra
POWERADE Grape
35
Simply Orange
Splash (Thailand)
Surge
TaB
VAULT
36
37
Fig .No.1
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INTERPRETATION:
From the above table we can conclude that the major numbers of respondents felt that the PRICING IS NEUTRAL 55% of 61 respondents, GOOD VALUE that is 36.36% of 40 respondents, 61&40 which comprises of 55.45%VALUE that is 5&4 which comprises of 2% respectively
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FIG NO.2
INTERPRETATION:
From the above we can conclude that the major numbers of respondents felt that Quotation offered by Hindustan is FAST that is, 75 which comprises of 68.18%of the total. Some respondents VERY FAST that is 24 which comprises of 21.81% respectively. OnlyFew have respond for SLOW & VERY SLOW that is 7&4 which comprises of 6.36%&3.65%of the total.
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Fig .No.3
INTERPRETATION:
From the above table we infer that the major number of respondents feel that the Work of Hindustan coco cola beverages ltd .48.18% of 53 respondents said GOOD ,28.18% of 31 respondents said VERY GOOD, 9.09% of 10 respondents said average, and remaining of 1.81% of 2 respondents said that poor
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percentage
AGES
Below 15 Years 15 to 29 Years 30 to 44 Years 45Years & above TOTAL
YES
20 35 15 10 80
No
6 2 4 18 30
INTERPRETATION:From the above graph 33.63% or 37 people whose age is between 15 to 29 years preferred soft drinks. 23.63% or 26 people whose age below 15 preferred soft drinks.17.27% or 19 people whose age in between 33 to 44 preferred soft drinks and remaining 25.45% or 28 people whose age is above 45 preferred soft drinks.
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AGES
Below 15 Years 15 to 29 Years 30 to 44 Years 45 Years & above TOTAL
C-C
Tu
Sp
Fa 2 0 0 0 2
L 2 0 0 1 3
Ma 0 2 0 3 5
KS 0 3 4 5 12
P 4 3 1 0 8
7UP 0 3 2 0 5
MO 2 0 0 0 2
ML 2 1 0 0 3
SL 3 2 0 0 5
Md 2 5 3 0 10
8 14 8 0 30
2 8 3 2 1 5
3 5 2 0 1 0
n p s e r f o N
Below 15 Years
15 to 29 Years
30 to 44 Years
Mo ML
AGES
SL
Md=mountain Dew
Md
INTERPRETATION:
The awareness of all soft drinks can be well known in the age group of above 15 to 29 years. In that information we can say that most of the people aware of Coca-Cola brand.
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AGES
Below 15 Years 15 to 29 Years 30 to 44 Years 45 Years & above TOTAL
CC
Tu
Sp Fa L 2 Ma 2 KS 0 P 4 7UP 0 MO 3 ML 2 SL 4 Md 2
GRAND TOTAL 31
1 0 8 2
5 3 0
5 2 0
10
51
26
2 5
1 0
1 0
10
1 0
15
110
44
50 45
Md SL ML Mo 7UP P Ks Ma L Fa
Below 15 Years 15 to 29 Years 30 to 44 Years 45 Years & above
No of response
40 35 30 25 20 15 10 5 0
Sp Tu C-c
AGES
INTERPRETATION:
From the above information we say that most of the soft drinks preferred whose age is above 15 to 29 years. In that most of the respondents preferred like coco cola, thums up and sprite respectively.
AGES
Below 15 Years 15 to 29 Years 30 to 44 Years 45 Years & above TOTAL
Daily
5 6 6 3 20
Weekly once
15 10 16 4 45
Weekly twice 8 10 4 3 25
Rarely 0 4 6 10 20
45
INTERPRETATION:
From the above graph we can say that the 45 respondents can buy weekly once, 25 respondents can buy weekly twice, and 20 respondents can buy regularly and rarely
AGES
Below 15 Years 15 to 29 Years 30 to 44 Years 45 Years & above TOTAL
High
1 5 4 35 45
Average
5 10 5 2 22
Affordabl e 4 15 9 2 30
Low 0 4 8 1 13
46
45 40 35 30 25 20 15 10 5 0 4
5 1 2
1 2
Low
4
15
8
35
9
10 5 5 4
Age group
INTERPRETATION:
From the above information we can say that 45 respondents say that the existing price of soft drinks is high, 30 respondents say that the existing price of soft drinks is affordable, 22 respondents say that the existing price of soft drinks is average,, and 13 respondents say that.Existing price of soft drinks is low.
AGES
Below 15 Years 15 to 29 Years 30 to 44 Years
1.5 liters
18 10 4
1 liters
5 6 4
500 ml 7 3 3
300 ml 3 4 6
200 ml 15 5 5
Grand Total 48 28 22
47
8 40
0 15
1 14
2 15
1 26
12 110
INTERPRETATION:
From the above diagram we can say that the 40 respondents quantity preferred 1.5 liter, 26 respondents quantity preferred that 200ml, 15 respondents quantity preferred of 1 liter and 300ml frequently, and remaining 14 respondents quantity preferred is 500ml.
AGES
Below 15 Yrs 15 to 29 Yrs
CocaCola
16 6
Thums up
8 10
Sprit e 4 7
Grand Total 40 44
48
7 1 30
2 3 23
3 1 15
2 0 17
1 0 10
2 0 9
3 1 6
20 6 110
INTERPRETATION:
From we can say that whose age is above 15 to29 years can attract through advertisement are very effective. In that we can say most of that 30 people can aware of coco cola advertisement.
AGES
Below 15 Yrs 15 to 29 Yrs 30 to 44 Yrs
Television
14 16 10
Print Media
0 4 10
Film Print 10 10 7
Hoardings 0 5 8
Point of Purchase 0 0 1
Grand Total 24 35 36
49
5 45
1 15
3 30
2 15
4 5
15 110
0 5
1 8
10 4
point of purchase
7
10 16 10
television
INTERPRETATION:
From the above graph we can say that most of them prefer advertisement whose age or between 30 to 44 years. In this we can say most of the 45 respondents can choose television media for advertisement.
AGES
Below 15 Years
Grand Total 15
50
3 10 5 18
8 12 5 25
9 10 13 35
6 10 4 32
26 42 27 110
INTERPRETATION:
From the above graph we can say that whose age between 30 to 44 yrs of 42 respondents suggest that they buy products under schemes like cash discount, product discount, benefit scheme, coupons. So they suggest product discount are some what more benefit than other.
Belo w 15 Yrs 15 to
17
29
51
27
22
50
25
15
110
INTERPRETATION:
From the above graph we can say that most of the 45 respondents purchase soft drink at bakeries, 25 respondents at theaters, 15 respondents at hotels, parlours, pan shops respectively
AGES
Below 15 Years 15 to 29 Years
It is Convenient
8 11
Beta chilling
0 10
Availability
7 8
52
17 2 38
9 8 27
18 12 45
INTERPRETATION:
From the graph most of them purchase soft drinks more at availability
Table 15: changes in the present distribution system to ensure more availability with more convenience and frequency
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AGES
Below 15 Years 15 to 29 Years 30 to 44 Years 45 Years & above TOTAL
YES
4 16 15 35 70
No
3 15 12 10 40
INTERPRETATION:
From the above graph we can say that most of them 70 respondents recommend present Distribution system to ensure more availability with more convenience and frequency, and 40 respondents say there is no convenience and frequency to change the present distribution system
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AGES
Below 15 Years 15 to 29 Years 30 to 44 Years 45 Years & above TOTAL
More Taste
3 14 3 0 20
More Quantity
5 6 4 9 27
More Quality 4 9 7 11 28
Reasonable Price 5 9 5 13 35
INTERPRETATION:
From the above graph above 15to29 years of the respondents suggest that improve the coco cola brands and must improve more in taste and quality.
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S NO 1 2 3 Total
NO OF RESPONDENTS 12 78 20 110
FIG.17 INTERPRETATION: From the above table we infer that the major number of respondents 78 people feel that the Delivery schedule at coco Cola Company MEETS EXPECTATION, and 20 people feel that delivery schedule at the coco cola company BELOW EXPECTATION and 12 people feel that delivery schedule at the coco cola company Exceeds Expectations.
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18) How would you place us for customer & business response?
Table No.18 S NO PARTICULARS NO OF PERCENTAGES RESPONDENTS 1 Fast 20 18.18% 2 Friendly 77 70% 3 slow 13 11.81% 4 Curt 0 0% TOTAL 110 100%
FIG.18 INTERPRETATION:
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From the above table we infer that the major number of respondents feel that the Customer & Business response at coco cola company .Is FRIENDLY and this is followed By VERY GOOD. And only one respondent feel that it is poor.
FINDINGS
The most preferred brands of Hindustan Coca Cola Company are Coca Cola, Thums up. The preference rates of these drinks high or more than other brands of Coca Cola Company. The Customers mostly purchasing soft drinks from bakeries and pan shop. Thus sales rate of bakeries and pan shop are more than other sales points. The customers are not giving preference to the brands Fanta, Kinley soda, Limca, etc., are preferring Thumps up and Coca Cola. The sales 200ml quantity is more than all other quantities. The customers are feeling that the price is reasonable. Ads in television are attracting customers very well than ads in other Medias.
Consumers pointed out that price is high and cash discounts will increase the sales.
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It was found that the customers are expecting more taste and quality.
CONCLUSION
Strive constantly to provide additional customer value in very transaction.
Use a flexible service envelope around the core product to generate surprise benefits.
Constantly surpass the expectations that the customer has built around your product.
Treat every customer as though s/he is the only customer whom the company wants.
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Reasonable pricing.
SUGGESTIONS
Suggestions is given on basis of consumers perceptions and also preference of the persons who consume soft drinks Strive constantly to provide additional customer value is very essential
I suggest using a flexible service envelope around the core product to generate surprise benefits.
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RECOMMENDATIONS
The company should try to encourage customers by offering credit Facilities and proper sales calls to motivate the customers. The company must go for some more promotional activities rather Than T.V advertisements, hoardings, Bill boards, News papers etc. The company has to conduct the periodical meetings with the customers And take their valuable suggestions. Though all dealers are satisfied with terms and conditions of Dealership. The
authorities of the company should go for assessment Of satisfaction level of dealers periodically to return the same image The company may adopt policy of appraising the dealers with highest Turnover by providing incentives such as quantity, discounts, gifts etc.
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QUESTIONNAIRE
Questionnaire for study of consumer Delight in Hindustan Coca-Cola beverages Private Ltd.
Name: Sex: Age: Male/Female a. below 15 years C.30 to 44 years ( ) ( ) b.15 to 29 years d.45 years & above ( ) ( )
1. Do you prefer soft drink? 2. If yes ( ) how many brands of soft drink you are aware of: a. Coca-Coal d. Fanta g. Kinley soda j. Mirinda Orange m. Mountain dew ( ) ( ) ( ) ( ) ( ) b. Thums up e. Limca h. Pepsi k. Mirinda Lemon ( ) c. Sprite ( ) i. 7up ( ) l. Slice ( ) ( ) ( ) ( ) f. Mazza ( )
( ) ( ) ( ) ( ) ( )
( ) ( ) ( )
k. Mirinda Lemon ( )
5. What is your opinion about the existing price of soft drinks? a) High b) Affordable ( ) ( ) b) Average d) Low ( ) ( )
6. What Quantity of soft drink do you mostly prefer? a) 1.5 liters c) 500 ml ( ) ( ) b) 1 Liters d) 300 ml ( ) ( ) e) 200 ml ( )
7. Which brand of advertisement do you feel effective? a. Coca-Coal d. Fanta g. Kinely soda ( ) ( ) ( ) b. Thums up e. Limca ( ) ( ) c. Sprite f. Maaza ( ) ( )
8. Which media of advertisement do you feel more effective? a) Television c) Film print e) Point of purchase ( ( ( ) ) ) b) Print media d) Hoardings ( ( ) )
9. Which scheme do you suggest for a product to like? a) Cash discount ( ) b) Product discount ( )
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c) Benefit Schemes
d) Coupons
10. Where do you purchase soft drink mostly? a) Pan shops c) Parlours e) Theaters g) Pushcarts ( ( ( ( ) ) ) ) b) Bakeries d) Departmental stores f) Hotels ( ( ( ) ) )
11. Why do you purchase soft drinks mostly in the above segments? a) It is convenient c) Availability ( ( ) ) b) Beta chilling ( )
12. Do you recommend any other change in the present distribution system to ensure more availability with more convenience and frequency? a) Yes ( ) b) No ( )
13. Kindly please suggest improving your preferred Coca- Cola brands? a) More taste c) More quality ( ( ) ) b) More quantity d) Reasonable price ( ( ) )
14) How do you rate our relationship with our customers? a) Excellent e) Poor b) Very good c) Good d) Average
15) What do you think of the useful drinks supplied by us? a) Really useful b) Quit good c) Average d) No use
b) Very good
c) Good
d) Average
On what reason have you preferred the coco cola? b)Brand c) quality of product d) Others.
a)Location
18) Have you heard about coco cola? (YES/NO) 19) Do you know about coco cola? (YES/NO) 20) Would you like to satisfied with the existing company drinks? (YES/NO) 21) Any suggestions to improve our customer care and relationship? If any:
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ORGANIZATION CHART
Area Operational Director
Plant manager
Energy Coordinator
WRM Coordinator
SLP Coordinator
Environmental Coordinator
Technicians
Technicians
Technicians
Technicians
Technicians
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Team Members
Team Members
Team Members
Team Members
Team Members
JR.MNR (RO
ASST MGR
SUP. (P.A)
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BIBLIOGRAPHY
NAME OF THE BOOKS 1. Business Today 2. Research methodology 3. Marketing Management Cola Web Sites. WEBSITES 1. www.learnmarketing.com 2. www.cococola.com C.R. Kothari (1986). Philip Kotler.
4. Hindustan Coca-Cola Beverages private Ltd Journals, Annual reports & Coca-
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