CO

NTE
NTS
NUMBER

TOPIC

PAGE NO.

Chapter 1

Introduction & Literature Review

1.1

Introduction

1.2

History

Chapter 2

Research Objective & Methodology

2.1

Research Objective of the study

2.2

Research Methodology

2.3

Research Design
Type of Research Design

2.4

Data Collection
Sources of data collection(Primary &
Secondary)

2.5

2.6

Sampling Design

Population / Universe

Sampling Unit

Sample Size

Sampling Area

Sampling Technique

Sampling Instrument(Questionnaire)

Data processing

Analysis Of Problem Under study

Interpretaion Of the study

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Chapter 3

Data Processing, Analysis & Interpretation

Data Processing

Analysis Of the problem under study

Chapter 4

Interpretation of the study

Finding

Chapter 5

Limitation

Chapter 6

Suggestion & Recommendations

Chapter 7

Conclusion

Chapter 8

Bibliography

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CHAPTER 1
INTRODUCTION

1.1 INTRODUCTION
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending
machines throughout the world. It is produced by The Coca-Cola Company of
Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of
The Coca-Cola Company in the United States since March 27, 1944). Originally

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intended as a patent medicine when it was invented in the late 19th century by John
Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose
marketing tactics led Coke to its dominance of the world soft-drink market throughout
the 20th century.
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. The Coca-Cola
Company also sells concentrate for soda fountains to major restaurants and food
service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the
Coke brand name. The most common of these is Diet Coke, with others including
Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola
Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee. In 2013,
Coke products could be found in over 200 countries worldwide, with consumers
downing more than 1.8 billion company beverage servings each day.[2]
Based on Interbrand's best global brand study of 2011, Coca-Cola was the world's
most valuable brand.
COCA COLA IN INDIA

Entry of Coca-Cola
Coca-Cola was the 1st international soft drinks brand to enter India in early 1950s.
Up till 1977, Coca-cola was the leading soft drink brand in India. But due to norms set
by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not
return till 1993 after a 16 year absence from the Indian beverage market. In 1999,

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Coca-Cola bought Parle, Indias top soft drink brand, which bottled Thumbs up,
Limca and Gold Spot.
Today, in India, the Coca-Cola system comprises of a wholly owned subsidiary of The
Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells
concentrate and beverage bases to authorized bottlers who use these to produce our
portfolio of beverages.These authorized bottlers independently develop local markets
and distribute beverages to grocers, small retailers, supermarkets, restaurants and
numerous other businesses. In turn, these customers make our beverages available to
consumers

across

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India.

Marketing Mix of Cola Cola

PRODUCT :The company has the widest portfolio in beverage industry comprising of 3300
products. Beverages are divided into diet category, 100% fruit juices, fruit drinks,
water, energy drinks, tea and coffee etc. As per Nielsons data, Coca cola is the No.1
brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has
its market presence around 200 countries. Coca cola brands in India are Fanta, Maaza,
Limca, Sprite, Thumbs up, Diet Coke, Minute Maid, Nested iced tea etc.

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PRICE :Due to the availability of wide range products the pricing is done according to the
market and geographic segment. Each sub-brand of coca cola has different
pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the
direct competitor to coke. Beverage market is said to be a oligopoly market (few
sellers and large buyers), hence they form into cartel contract to ensure a mutual
balance in pricing between the sellers.

PLACE :Coca cola is the worlds most favorite brand and is available all over the world. The
distribution system of coca cola follows the FMCG distribution pattern. The effective
distribution network of coke has almost eroded the small and middle level players in
the market. In India they have captured even the rural market by extensive distribution
and have eroded the market share of Bovonto, Kalimark etc.

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PROMOTION :Coca cola adopts various advertising and promotional strategies to create an increased
demand in the market by associating with life style and behaviour and mainly
targeting value based advertising. You are more likely to see a coke ad individualised
for a particular festival or in with a general positive message. Coca cola uses CSR as
its marketing tool to gain emotional benefits in consumers mind. The current
promotions through CSR include Support my school campaign with NDTV. It has
many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor
Vijay and Trisha , Ghambir, Aamir khan etc and has signed contract recently with
Imran khan. It allows price discounts and allowances to distributors and retailers in
order to push more products into the market. It employs both push strategy through
promotions and pull strategy through advertisements and campaigns.

CHANNEL DISTRIBUTION OF COCA- COLA

The Coke Company operates three primary delivery systems for its business channels:
Bulk delivery for the channels of large Supermarkets, Mass Merchandisers and Club
stores;
For smaller channels Coke does advanced sale delivery for convenience stores, drug
stores, small supermarkets and on-premise fountain accounts.
Full service delivery for its full service vending customers.
Key Channel of Distribution are as follows:

Supermarkets

Convenience Stores

Fast Food

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Petroleum Retailers

Chain Drug Stores

Hotels/Motels/Resorts

Mass Merchandisers

Vending Machines
In 2006, the Company began changing its delivery method for its route delivery
system. Historically, the Company loaded its trucks at a warehouse with products the
route delivery employee would deliver. The delivery employee was responsible for
pulling the required products off a side load truck at each customer location to fill the
customer's order. Coke began using a new CooLift delivery system in 2006 in a
portion of the Company's territory which involves pre-building orders in the
warehouse on a small pallet the delivery employee can roll off a truck directly into the
customer's location.
Also, Coke company works through independent bottlers of Coke. They work in
coordination with the Coke company which produces the 'secret formula concentrate'
and ships to the distributors and bottlers for final processing and packaging prior to
shipment to the stores.

SALES PROMOTION

REASONS FOR SUCH SALES PROMOTION BEING OFFERED

The various reasons for which the sales promotion being offered are as follows:

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1) It helps to increase sales in a competitive market and thus, increases profits

2) It helps to introduce new products in the market by drawing the attention of
potential customers
3) Existing stocks can be quickly disposed off;
4) It stabilizes sales volume by keeping its customers with them. In the age of
competition it is quite much possible that a customer may change his/her mind
and try other brands. Various incentives under sales promotion schemes help
to retain the customers.

SALES PROMOTION TOOLS USED BY COCA-COLA :1) SCRATCH & WIN OFFER:To induce the customer to buy a particular product scratch and win scheme is also
offered. Under this scheme a customer scratch a specific marked area on the package
of the product and gets the benefit according to the message written there. In this way
customers may get some item free as mentioned on the marked area or may avail of
price-off, or sometimes visit different places on special tour arranged by the
manufacturers.

2) GOOD ADVERTISING:Coca-Cola has come up with innovative communication and advertising strategies.
They come up with pick-up lines and attractive slogans which are easy to attract the
customers. Eg. Thanda matlab Coca-Cola!

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3) ATTRACTIVE PACKAGING :Coca Cola paid special attention to cultural and family values, especailly those that
are related to holidays. No matter on Christmas or Chinese New Year, Coca Cola
could always come up with special design in packaging.

4) Decorating Retailers shops by display boards etc.

5) COMPETITION AND PRIZES:In order to boost up sales in the short run certaincompetitions must also be organized
by the company.Itensure usage amongst first timeusers.

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6) FREE TRIALS:Free trails must also be used by the firm to increase their sales.

7) DISCOUNTS,GIFTS ETC :While moving in the market, customers are generally attracted towards the product
that offers discount, gift, prize, etc on buying. These are some of the tools used to
encourage the customers to buy the goods. Thus, it helps to retain the existing
customers, and at the same time it also attracts some new customers to buy the
product.

STRENGTHS OF COCA-COLA:-

The best global brand in the world in terms of value. According to

Interbrand, The Coca Cola Company is the most valued ($77,839 billion)
brand in the world.
Worlds largest market share in beverage:- Coca Cola holds the largest
beverage market share in the world (about 40%).
Strong marketing and advertising:- Coca Cola advertising expenses
accounted for more than $3 billion in 2012 and increased firms sales and
brand recognition.
Most extensive beverage distribution channel:- Coca Cola serves more than
200 countries and more than 1.7 billion servings a day.
Customer loyalty:- The firm enjoys having one of the most loyal consumer
groups.
Bargaining power over suppliers:- The Coca Cola Company is the largest
beverage producer in the world and exerts significant power over its suppliers
to receive the lowest price available from them.
Corporate Social Responsibility (CSR):- Coca Cola is increasingly focusing
on CSR programs, such as recycling/packaging, energy conservation/climate
change, active healthy living, water stewardship and many others, which

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boosts companys social image and result in competitive advantage over

competitors.

WEAKNESSES OF COCA COLA:-

Significant focus on carbonated drinks:- The business is still focusing on

selling Coke, Fanta, Sprite and other carbonated drinks. This strategy works in
short term as consumption of carbonated drinks will grow in emerging
economies but it will prove weak as the world is fighting obesity and is
moving towards consuming healthier food and drinks.
Undiversified product portfolio:- Unlike most companys competitors, Coca
Cola is still focusing only on selling beverage, which puts the firm at
disadvantage. The overall consumption of soft drinks is stagnating and Coca
Cola Company will find it hard to penetrate to other markets (selling food or
snacks) when it will have to sustain current level of growth.
High debt level due to acquisitions:- Nearly $8 billion of debt acquired from
CCEs acquisition significantly increased Coca Cola's debt level, interest rates
and borrowing costs.
Negative publicity:- The firm is often criticized for high water consumption
in water scarce regions and using harmful ingredients to produce its drinks.
Brand failures or many brands with insignificant amount of revenues. Coca
Cola currently sells more than 500 brands but only few of the brands result in
more than $1 billion sales. Plus, the firms success of introducing new drinks
is weak. Many of its introduction result in failures, for example, C2 drink.
OPPORTUNITIES OF COCA-COLA :-

Bottled water consumption growth:- Consumption of bottled water is

expected to grow both in US and the rest of the world.

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 Increasing demand for healthy food and beverages:- Due to many

programs to fight obesity, demand for healthy food and beverages has
increased drastically. The Coca Cola Company has an opportunity to further
expand its product range with drinks that have low amount of sugar and
calories.
Growing beverages consumption in emerging markets:- Consumption of
soft drinks is still significantly growing in emerging markets, especially BRIC
countries, where Coca Cola could increase and maintain its beverages market
share.
Growth through acquisitions:- Coca Cola will find it hard to keep current
growth levels and will find it hard to penetrate new markets with its existing
product portfolio. All this can be done more easily through acquiring other
companies.

THREATS OF COCA-COLA :-

Changes in consumer tastes:- Consumers around the world become more

health conscious and reduce their consumption of carbonated drinks, drinks
that have large amounts of sugar, calories and fat. This is the most serious
threat as Coca Cola is mainly serving carbonated drinks.
Water scarcity:- Water is becoming scarcer around the world and increases
both in cost and criticism for Coca Cola over the large amounts of water used
in production.
Strong dollar:- More than 60% of The Coca Cola Company income is from
outside US. Due to strong dollar performance against other currencies firms
overall income may fall.
Legal requirements to disclose negative information on product labels. Some
Coca Colas carbonated drinks have adverse health consequences. For this
reason, many governments consider to pass legislation that requires disclosing

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such information on product labels. Products containing such information may

be perceived negatively and lose its customers.
Decreasing gross profit and net profit margins:- Coca Colas gross profit
and net profit margin was decreasing over the past few years and may continue
to decrease due to higher water and other raw material costs.
Competition from PepsiCo:- PepsiCo is fiercely competing with Coca Cola
over market share in BRIC countries, especially India.
Saturated carbonated drinks market:- The business significantly relies on
the carbonated drinks sales, which is a threat for the Coca Cola as the market
of carbonated drinks is not growing or even declining in the world.

1.2 History
19th century historical origins

Eagle Drug and Chemical House, Columbus, Georgia

Believed to be the first coupon ever, this ticket for a free glass of Coca-Cola was first
distributed in 1888 to help promote the drink. By 1913, the company had redeemed
8.5 million tickets.[4]

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This Coca-Cola advertisement from 1943 is still displayed in Minden, Louisiana.

Early Coca-Cola bottling machine at Biedenharn Museum and Gardens in Monroe,

Louisiana
Colonel John Pemberton was wounded in the Civil War, became addicted to
morphine, and began a quest to find a substitute for the dangerous opiate. [5] The
prototype Coca-Cola recipe was formulated at Pemberton's Eagle Drug and Chemical
House,[6] a drugstore in Columbus, Georgia, originally as a coca wine.[7][8] He may
have been inspired by the formidable success of Vin Mariani, a European coca wine.[9]
In 1885, Pemberton registered his French Wine Coca nerve tonic.[10] In 1886, when
Atlanta and Fulton County passed prohibition legislation, Pemberton responded by
developing Coca-Cola, essentially a nonalcoholic version of French Wine Coca.[11]
The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. [12] It
was initially sold as a patent medicine for five cents[13] 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.[14] 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.[15]

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By 1888, three versions of Coca-Cola sold by three separate businesses were on

the market. A copartnership had been formed on January 14, 1888 between Pemberton
and four Atlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O. Mullahy and E.H.
Bloodworth. Not codified by any signed document, a verbal statement given by Asa
Candler years later asserted under testimony that he had acquired a stake in
Pemberton's company as early as 1887. [16] John Pemberton declared that the name
"Coca-Cola" belonged to his son, Charley, but the other two manufacturers could
continue to use the formula.[17]
Charley Pemberton's record of control over the "Coca-Cola" name was the underlying
factor that allowed for him to participate as a major shareholder in the March 1888
Coca-Cola Company incorporation filing made in his father's place. [18] Charley's
exclusive control over the "Coca Cola" name became a continual thorn in Asa
Candler's side. Candler's oldest son, Charles Howard Candler, authored a book in
1950 published by Emory University. In this definitive biography about his father,
Candler specifically states: "..., on April 14, 1888, the young druggist [Asa Griggs
Candler] purchased a one-third interest in the formula of an almost completely
unknown proprietary elixir known as Coca-Cola."[19]

Old German Coca-Cola bottle opener.

The deal was actually between John Pemberton's son Charley and Walker, Candler &
Co. with John Pemberton acting as cosigner for his son. For $50 down and $500 in
30 days, Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola
Company that Charley held, all while Charley still held on to the name. After the
April 14 deal, on April 17, 1888, one-half of the Walker/Dozier interest shares were
acquired by Candler for an additional $750.[20]

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The Coca-Cola Company

In 1892, Candler set out to incorporate a second company; "The Coca-Cola
Company" (the current corporation). When Candler had the earliest records of the
"Coca-Cola Company" burned in 1910, the action was claimed to have been made
during a move to new corporation offices around this time.[21]
After Candler had gained a better foothold on Coca-Cola in April 1888, he
nevertheless was forced to sell the beverage he produced with the recipe he had under
the names "Yum Yum" and "Koke". This was while Charley Pemberton was selling
the elixir, although a cruder mixture, under the name "Coca-Cola", all with his father's
blessing. After both names failed to catch on for Candler, by the summer of 1888, the
Atlanta pharmacist was quite anxious to establish a firmer legal claim to Coca-Cola,
and hoped he could force his two competitors, Walker and Dozier, completely out of
the business, as well.[22]
When Dr. John Stith Pemberton suddenly died on August 16, 1888, Asa G. Candler
now sought to move swiftly forward to attain his vision of taking full control of the
whole Coca-Cola operation.
Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler
more than anyone else. Candler is said to have quickly maneuvered to purchase the
exclusive rights to the name "Coca-Cola" from Pemberton's son Charley right after
Dr. Pemberton's death. One of several stories was that Candler bought the title to the
name from Charley's mother for $300; approaching her at Dr. Pemberton's funeral.
Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick
of opium by his side. Ten days later, Charley died at Atlanta's Grady Hospital at the
age of 40.[23]
In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th
[1888], he [Asa Candler] became sole proprietor of Coca-Cola, a fact which was
stated on letterheads, invoice blanks and advertising copy."[24]
With this action on August 30, 1888, Candler's sole control became technically all
true. Candler had negotiated with Margaret Dozier and her brother Woolfolk Walker a
full payment amounting to $1,000, which all agreed Candler could pay off with a

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series of notes over a specified time span. By May 1, 1889, Candler was now claiming
full ownership of the Coca-Cola beverage, with a total investment outlay by Candler
for the drink enterprise over the years amounting to $2,300.[25]
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888,
came forward to claim that her signature on the 1888 Coca-Cola Company bill of sale
had been forged. Subsequent analysis of certain similar transfer documents had also
indicated John Pemberton's signature was most likely a forgery, as well, which some
accounts claim was precipitated by his son Charley.[26]
Origins of bottling

Bottling plant of Coca-Cola Canada Ltd. January 8, 1941. Montreal, Canada.

The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn
Candy Company in 1891. The proprietor of the bottling works was Joseph A.
Biedenharn. The original bottles were Biedenharn bottles, very different from the
much later hobble-skirt design of 1915 now so familiar.
It was then a few years later that two entrepreneurs from Chattanooga, Tennessee,
namely; Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea of bottling
and were so persuasive that Candler signed a contract giving them control of the
procedure for only one dollar. Candler never collected his dollar, but in 1899,
Chattanooga became the site of the first Coca-Cola bottling company. Candler
remained very content just selling his company's syrup.[27] The loosely termed contract
proved to be problematic for The Coca-Cola Company for decades to come. Legal
matters were not helped by the decision of the bottlers to subcontract to other
companies, effectively becoming parent bottlers.[28]
20th century

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The first outdoor wall advertisement that promoted the Coca-Cola drink was painted
in 1894 in Cartersville, Georgia.[29] Cola syrup was sold as an over-the-counter dietary
supplement for upset stomach.[30][31] By the time of its 50th anniversary, the soft drink
had reached the status of a national icon in the USA. In 1935, it was certified kosher
by Atlanta Rabbi Tobias Geffen, after the company made minor changes in the
sourcing of some ingredients.[32]

Original framed Coca-Cola artist's drawn graphic presented by The Coca-Cola

Company on July 12, 1944 to Charles Howard Candler on the occasion of CocaCola's "1 Billionth Gallon of Coca-Cola Syrup."

Claimed to be the first installation anywhere of the 1948 model "Boat Motor" styled
Coca-Cola soda dispenser, Fleeman's Pharmacy, Atlanta, Georgia. The "Boat Motor"
soda dispenser was introduced in the late 1930s and manufactured till the late 1950s.
Photograph circa 1948.
The longest running commercial Coca-Cola soda fountain anywhere was Atlanta's
Fleeman's Pharmacy, which first opened its doors in 1914. [33] Jack Fleeman took over

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the pharmacy from his father and ran it until 1995; closing it after 81 years. [34] On July
12, 1944, the one-billionth gallon of Coca-Cola syrup was manufactured by The
Coca-Cola Company. Cans of Coke first appeared in 1955.[35]
New Coke
Main article: New Coke

The Las Vegas Strip World of Coca-Cola museum in 2003

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula
of the drink with "New Coke". Follow-up taste tests revealed most consumers
preferred the taste of New Coke to both Coke and Pepsi[36] but Coca-Cola
management was unprepared for the public's nostalgia for the old drink, leading to a
backlash. The company gave in to protests and returned to a variation of the old
formula using high fructose corn syrup instead of cane sugar as the main sweetener,
under the name Coca-Cola Classic, on July 10, 1985.
21st century
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.[37]
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "CocaCola". The word "Classic" was removed because "New Coke" was no longer in

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production, eliminating the need to differentiate between the two. [38] The formula
remained unchanged. In January 2009, Coca-Cola stopped printing the word "Classic"
on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern
United States.[39] The change is part of a larger strategy to rejuvenate the product's
image.[39] The word "Classic" was removed from all Coca-Cola products by 2011.
In November 2009, due to a dispute over wholesale prices of Coca-Cola products,
Costco stopped restocking its shelves with Coke and Diet Coke. However, some
Costco locations (such as the ones in Tucson, Arizona), sell imported Coca-Cola from
Mexico.[40] Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September
22, 2011, the company announced price reductions, asking retailers to sell eight-packs
for $2.99. That same day, Coca-Cola announced the 12.5-ounce bottle, to sell for 89
cents. A 16-ounce bottle has sold well at 99 cents since being re-introduced, but the
price was going up to $1.19.[41]
In 2012, Coca-Cola resumed business in Myanmar after 60 years of absence due to
U.S.-imposed investment sanctions against the country.[42][43] Coca-Cola's bottling
plant will be located in Yangon and is part of the company's five-year plan and $200
million investment in Myanmar.[44] Coca-Cola with its partners is to invest USD 5
billion in its operations in India by 2020. [45] In 2013, it was announced that Coca-Cola
Life would be introduced in Argentina that would contain stevia and sugar.[46]
In August 2014 the company announced it was forming a long-term partnership with
Monster Beverage, with the two forging a strategic marketing and distribution
alliance, and product line swap. As part of the deal Coca-Cola was to acquire a 16.7%
stake in Monster for $2.15 billion, with an option to increase it to 25%.[47]

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Introduction to the Topic

ANALYSIS AND INDUSTRY CHALLENGES:
In order to survive in this environment, companies must consider the market trends
that will likely shape the industry over the next few years. This will help soft drink
companies to understand the challenges they will encounter and to turn them into
opportunities for process improvement, enhanced flexibility and, ultimately, greater
profitability.
Market trends for the soft drink industry can be summarized by six fundamental
themes:

Changing consumer beverage preferences, featuring a shift toward healthoriented wellness drinks

Growing friction between bottlers and manufacturers in the distribution

system

Continually increasing retailer strength

Fierce competition

Complex distribution system composed of multiple sales channels

Beverage safety concerns and more-stringent regulations

Consumers turn to wellness and healthy drinks

In much of the developed world, a significant portion of the population is overweight

or obese. This includes two-thirds of Americans and an increasing number of
Europeans. Consequently, many people have started to actively manage their weight
and change their lifestyles, a shift that is reflected in their choices in the beverage
aisles:

Demand has increased for beverages that are perceived to be healthy

Energy drink consumption has also climbed, due to the increasingly active
lifestyles of teenagers

This trend towards healthier drinks has created a number of new categories, and
changed the consumption trends of the beverage industry as a whole. While
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previously dominated by carbonated soft drinks, the industry is now more evenly
balanced between carbonates, and product categories with a healthier image, such as
bottled water, energy drinks and juice:

While carbonates are still the largest soft drink segment, bottled water is catching up
fast, with an average of 58 liters consumed annually per capita. Among individual
countries, Italy ranks number one in bottled water consumption, with the average
Italian drinking 177 liters per year. Overall, bottled water represents the fastest
growing soft drink segment, expanding at 9 percent annually. This growth is being
partially driven by increasing awareness of the health benefits of proper hydration.
The industry has responded to consumers desire for healthier beverages by creating
new categories, such as energy drinks, and by diversifying within existing ones. For
example, the leading carbonated soft drink companies have recently introduced
products with 50% less sugar that fall mid-way between regular and diet
classifications. Similarly, a South African juice company has recently released a fruitbased drink that contains a full complement of vitamins and nutrients.

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CHANNELS OF BEVERAGE INDUSTRY

The beverage industry is a multi-channel industry.

Therefore, soft drink companies have several types of customers with diverse
characteristics:
Modern Trade/Large Chain Retailers
Greater power in negotiating purchases of concentrations and merges
Direct access to the consumer and a tendency to protect this relationship from
manufacturer intrusion
Request contributions and discounts from brand companies
Small Individual Retailers
Huge number of small point sales
Sometimes buy products directly through cash and carry or modern trade

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Indirect Channel (wholesalers)

Medium-sized organizations as a consequence of aggregation through consortia and
merging
Playing a fundamental role in beverage distribution
Possess critical information regarding individual points of sale in terms of volume,
assortment, presence of competitors beverages, etc.
Due to the complexity of the marketplace, the entire logistical chain must be able to
sustain brands, products and services coherently within the various channels, taking
into account differing points of sale and diverse customer needs. Additionally, each
beverage manufacturer must provide customers with an extensive set of packaging
options, including:

Tracking product in various package sizes

Special labeling requirements for customers

International/domestic packaging

Tracing / recall capabilities.

Statutory regulation is increasing.

Governments around the world are concerned about food safety and quality.
Periodically, safety failures make big news in the global press. Amid this growing
concern, regulators are cracking down on sanitation and a variety of other food-safety
requirements.
Each soft drink company must take these industry challenges into consideration, as
well as its own strengths and market position, when looking for ways to drive
innovation, accelerate growth and increase margins.

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CONSUMER SATISFACTION
Consumer Satisfaction, 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
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy.
However, the importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such as AT&T,
participate in an industry that is an oligopoly, where only a few suppliers of a certain
product or service exist. As such, many cell phone plan contracts have a lot of fine
print with provisions that they would never get away if there were, say, a hundred cell
phone plan providers, because customer satisfaction would be way too low, and
customers would easily have the option of leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms
Definition
Essentially, consumer satisfaction is the extent to which consumers are happy with the
products or services provided by a business. It is an important concept in business,
because happy customers are those most likely to place repeat orders and explore the
full range of services offered.
Factors
Consumers are most likely to report satisfaction with goods and services if they are
made to feel "special" by the provider. In other words, if the staff of a company pays
attention to the individual needs of its customers, before, during and after the sales
process, they are more likely to return.
Measurement

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Consumer satisfaction can be measured using survey techniques and questionnaires.

Questions typically include an element of emotional satisfaction coupled with an
element of behavioral satisfaction, or loyalty to a particular product or service.
Measuring Consumer Satisfaction
Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the state
of satisfaction will vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other factors the customer,
such as other products against which the customer can compare the organization's
products.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement in
terms of their perception and expectation of performance of the service being
measured. Arguably, consumers are less complex than some of these surveys tend to
portend. They are basically in two simple states; satisfied or not satisfied. On or off,
just like a switch. A business can measure its customer satisfaction index by relating
the aggregates of satisfied customers versus dissatisfied customers.
Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key. Only by doing so can they hold on to the customers
they have and understand how to better attract new customers. The competitors who
will be successful recognize that customer satisfaction is a critical strategic weapon
that can bring increased market share and increased profits.
The problem companies face, however, is exactly how to do all of this and do it well.
They need to understand how to quantify, measure and track customer satisfaction.
Without a clear and accurate sense of what needs to be measured and how to collect,
analyze and use the data as a strategic weapon to drive the business, no firm can be
-28-

effective in this new business climate. Plans constructed using customer satisfaction
research results can be designed to target customers and processes that are most able
to extend profits.
Too many companies rely on outdated and unreliable measures of customer
satisfaction. They watch sales volume. They listen to sales reps describing their
customers' states of mind. They track and count the frequency of complaints. And
they watch aging accounts receivable reports, recognizing that unhappy customers
pay as late as possible--if at all. While these approaches are not completely without
value, they are no substitute for a valid, well-designed customer satisfaction surveying
program.
It's no surprise to find that market leaders differ from the rest of the industry in that
they're designed to hear the voice of the customer and achieve customer satisfaction.
In these companies:
Marketing and sales employees are primarily responsible for designing (with
customer input) customer satisfaction surveying programs, questionnaires and focus
groups.
Top management and marketing divisions champion the programs.
Corporate evaluations include not only their own customer satisfaction ratings but
also those of their competitors.
Satisfaction results are made available to all employees.
Customers are informed about changes brought about as the direct result of
listening to their needs.
Internal and external quality measures are often tied together.
To be successful, companies need a customer satisfaction surveying system that
meets the following criteria:
The system must be relatively easy to design and understand.

-29-

It must be credible enough that employee performance and compensation can be

attached to the final results.
It must generate actionable reports for management.
Customer satisfaction is the state of mind that customers have about a company when
their expectations have been met or exceeded over the lifetime of the product or
service. The achievement of customer satisfaction leads to company loyalty and
product repurchase. There are some important implications of this definition:
Because customer satisfaction is a subjective, nonquantitative state, measurement
won't be exact and will require sampling and statistical analysis.
Customer satisfaction measurement must be undertaken with an understanding of
the gap between customer expectations and attribute performance perceptions.
There should be some connection between customer satisfaction measurement and
bottom-line results.
"Satisfaction" itself can refer to a number of different facts of the relationship with a
customer. For example, it can refer to any or all of the following:
Satisfaction with the quality of a particular product or service
Satisfaction with an ongoing business relationship
Satisfaction with the price-performance ratio of a product or service
Satisfaction because a product/service met or exceeded the customer's expectations
Clearly defining and understanding customer satisfaction can help any company
identify opportunities for product and service innovation and serve as the basis for
performance appraisal and reward systems. It can also serve as the basis for a
customer satisfaction surveying program that can ensure that quality improvement
efforts are properly focused on issues that are most important to the customer.
CONSUMER BEHAVIOUR

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Consumer behaviour is the study of when, why, how, and where people do or do not
buy a product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such as
demographics and behavioural variables in an attempt to understand people's wants. It
also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the field. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalisation,
customisation and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrows possibility
theorem is used for a social function, social welfare function is achieved. Some
specifications of the social functions are decisiveness, neutrality, anonymity,
monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No
social choice function meets these requirements in an ordinal scale simultaneously.
The most important characteristic of a social function is identification of the
interactive effect of alternatives and creating a logical relation with the ranks.
Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the end
of the cycle, the consumer (Kioumarsi et al., 2009).
Black Box Model

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The black box model shows the interaction of stimuli, consumer characteristics,
decision process and consumer responses.[2] It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within people). The
black box model is related to the black box theory of behaviourism, where the focus is
not set on the processes inside a consumer, but the relation between the stimuli and
the response of the consumer. The marketing stimuli are planned and processed by the
companies, whereas the environmental stimulus are given by social factors, based on
the economical, political and cultural circumstances of a society. The buyers black
box contains the buyer characteristics and the decision process, which determines the
buyers response.
The black box model considers the buyers response as a result of a conscious, rational
decision process, in which it is assumed that the buyer has recognized the problem.
However, in reality many decisions are not made in awareness of a determined
problem by the consumer.
Information search
Once the consumer has recognised a problem, they search for information on products
and services that can solve that problem. Belch and Belch (2007) explain that
consumers undertake both an internal (memory) and an external search.
Sources of information include:

Personal sources

Commercial sources

Public sources

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Personal experience

The relevant internal psychological process that is associated with information search
is perception. Perception is defined as "the process by which an individual receives,
selects, organises, and interprets information to create a meaningful picture of the
world". Consumers' tendency to search for information on goods and services makes
it possible for researchers to forecast the purchasing plans of consumers using brief
descriptions of the products of interest.
The selective perception process
Stage Description

Selective exposure consumers select which promotional messages they will

expose themselves to.

Selective attention consumers select which promotional messages they will

pay attention to.

Selective comprehension consumer interpret messages in line with their

beliefs, attitudes, motives and experiences.

Selective retention consumers remember messages that are more meaningful

or important to them.

The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the brand.
Information evaluation
At this time the consumer compares the brands and products that are in their evoked
set. How can the marketing organization increase the likelihood that their brand is part
of the consumer's evoked (consideration) set? Consumers evaluate alternatives in
terms of the functional and psychological benefits that they offer. The marketing
organization needs to understand what benefits consumers are seeking and therefore
which attributes are most important in terms of making a decision. It also needs to

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check other brands of the customers consideration set to prepare the right plan for its
own brand.

INTERNATIONAL BUSINESS
International Business is truly a comprehensive and global introduction to the subject.
Written in scholarly yet accessible writing style, this text is highly applicable to the
issues and problems facing corporate decision makers in international business. The
book has been structured with reader-accessibility firmly in mind: each chapter
features a summary of key concepts and self-test questions, as well as guidance for
further study and references. It is a core modular text for undergraduate courses on
International Business, as well as being appropriate for a supplementary reading on
equivalent courses in Europe and on BBA programs
Role & Importance Of International Business
Importance of international business
Every company is trying to expand its business by entering foreign markets.
International business helps in the following ways:1. Helps as growth strategy: - Geographic expansion may be used as a business
strategy. Even though companies may expand their business at home.
2. Helps in managing product life cycle: - every product has to pass through
different stages of product life cycle-when the product reaches the last stages
of life cycle in present market, it may get proper response at other markets.
3. Technology advantages: - some companies have outstanding technology
advantages through which they enjoy core competency. This technology helps
the company in capturing other markets.
4. New business opportunities: - business opportunities in overseas markets help
in expansion of many companies. They might have reached a saturation point
in domestic market.
5. Proper use of resources: -Sometimes industrial resources like labor, minerals
etc. are available in a country but are not productively utilized.

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6. Availability of quality products: - when markets are open, better quality goods
will be available every where. Foreign companies will market latest products
at reasonable prices. Good product will be available in the markets.

INTRODUCTION OF MARKETING
Marketing is the process of performing market research, selling products and/or
services to customers and promoting them via advertising to further enhance sales. It
generates the strategy that underlies sales techniques, business communication, and
business developments. It is an integrated process through which companies build
strong customer relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the
customer. With the customer as the focus of its activities, it can be concluded that
marketing management is one of the major components of business management.
Marketing evolved to meet the stasis in developing new markets caused by mature
markets and overcapacities in the last 2-3 centuries. The adoption of marketing
strategies requires businesses to shift their focus from production to the perceived
needs and wants of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions.

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CHAPTER 2
Research Objective & Methodology

-36-

Research Objective of the study

The study was done primarily with the following objective in
mind.
To study the brands of Coca Cola & consumers perception with its
competitors.

To know why people buy Coca Cola and why some people prefer other
company.

To study the features of different brands that give a good idea of various
products and services offered by the company.

To understand the competitive environment in which the company is operating

and is desired to meet customer need and satisfaction.

To provide useful information to the company about the product features of

various competing companies.

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2.2 Research Methodology

The methodology used in conducting the research work on Coca Cola with major
emphasis on its sales and marketing strategies involve the following steps:

Why I have selected Coca Cola only?

I have selected Coca Cola for my training because it is the company that is growing
day by day. It has maximum market share with comparison to its competitors. And it
is the company that gives highest sales and it is also the highest sale out product.
Defining the problem and deciding research objectives:
Defining the objective is the most important part of any study process. Proper
defining of the problem is a must for proceeding further with the research process.
The type of study to be carried out, the questions to be raised, the sampling procedure
to be followed, and the data to be collected, all depends on a correct understanding of
the problem. Also, by clearly focusing on the real problem, the research job can be
simplified and completed with the minimum cost, effort and data.

Identified problem or the objectives of the research discussed in the report are:
1. Developing the research plan:
In this a plan was developed about how to collect the require information i.e. whom to
contact for gathering the relevant data. Data is the foundation of all research. It is the
raw material with which a researcher functions.
Therefore, it requires great care to select the sources of data. Data, or facts, may be
obtained from several sources. Data sources can either be primary or secondary.
A. Secondary data:

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The sources from which secondary data was collected:

Press releases of the company.

Newsletters and In-house journals.

Brochures and detailed descriptive leaflets

Magazines like Business World, Outlook, Auto India, etc.

Websites such as http://www.coca-colaindia.com/ , www.google.com. These

were the sources from which secondary data has been gathered. Most of the
information presented in this report was extracted from the above data sources.

B. Primary data:
Collection of primary data was conducted by visiting the people

personally for

the preparation of the report.

2. Research approach:
It means the way by which the information was collected. Visiting the various places
of Patna, getting the questionnaire filled by different individuals.
Beside this, frequent visit to the showrooms of the company was of great help to
conduct the analysis and research work.
3. Contact methods:
Instrument or Data collected Forms: It is the method by which data is gathered. It
could be done through various instruments like questionnaires, observations, getting
information from the staff members of the agency, contacting to the motor mechanics
was sufficient enough to conduct the study.
4. Collection of information :
The primary information was collected by face-to-face and direct interviews with the
peoples and the customers. They provide the relevant information regarding the
profile of the company as compared to the other company in the Indian market. Most
employees suggested visiting companys web site, as it was not possible for them to
spare time from their busy schedules.

-39-

The secondary sources of information were various web sites of the companies,
newspapers & magazines such as The times of India, The Hindustan Times, Business
world, Auto India, etc.

5. Analyzing the information:

The data collected was carefully analyzed. The research and analysis of the
information has been done on the basis of various sales and marketing strategies
adopted by the company during its tenure.
6. Reporting and conclusions and recommendations:
This is the most vital part of the work undertaken. After collection and analysis of
data, it was recorded in the form as prescribed. The major part of the report is the
findings. The finding also includes charts, tables and diagrams etc. The report also
mentioned the limitations of the project undertaken. Then conclusion has been drawn
out of the findings and various recommendations have been given at the end of the
report. Certain tables on the basis of which the findings were made have been
included in the appendices section followed by the bibliography.

2.3 Research Design

Research Design
As no study could be successfully completed without proper tools and techniques,
same with my project. For the better presentation and right explanation I used tools of
statistics and computer very frequently. And I am very thankful to all those tools for
helping me a lot. Basic tools which I used for project from statistics are- Bar Charts

-40-

- Pie charts
- Tables
Bar charts and pie charts are really useful tools for every research to show the result in
a well clear, ease and simple way. Because I used bar charts and pie cahrts in project
for showing data in a systematic way, so it need not necessary for any observer to read
all the theoretical detail, simple on seeing the charts any body could know that what is
being said.
Above application software of Microsoft helped me a lot in making project more
interactive and productive.
Microsoft-Excel had a great role in my project, it created for me a situation of you sit
and get. I provided it simply all the detail of data and in return it given me all the
relevant information..
Microsoft-Access did the performance of my personal assistant who organizes my all
the details of document without disturbing them even a single time in all the project
duration.
And in last Microsoft-Word did help me for the documentation of the project in a
presentable form.
Applied Principles and Concepts
While I started to do the project the main thing which was the matter of concern was
that around what principles I have to revolve my project. Because with out having any
hypothesis and objective we can not determine that what output or result we are
expecting form the project.
And second thing is that having only tools and techniques for the purpose of project is
not relevant until unless we have the principals for which we have to use those tools
and techniques.

2.4 Data Collection

-41-

For the purpose of project data is very much required which works as a food for
process which will ultimately give output in the form of information. So before
mentioning the source of data for the project I would like to mention that what type of
data I have collected for the purpose of project and what it is exactly.
Primary Data:
Primary data is basically the live data which I collected on field while doing cold calls
with the customers and I shown them list of question for which I had required their
responses. In some cases I got no response form their side and than on the basis of my
previous experiences I filled those fields.
Source: Main source for the primary data for the project was questionnaires which I
got filled by the customers or some times filled myself on the basis of discussion with
the customers.
Secondary Data:
Secondary data for the base of the project I collected from intranet of the Coca Cola.
and from internet, Magazines, Newspapers, Website etc.

4.5 Sampling Design

Sampling Techniques
Here the non probability technique was selected. Mainly through judgement
sampling process, the 100 samples were selected.
Again both are classified as follows:
Probability Sampling

Simple Random sampling

Complex random Sampling
Area Sampling
Sampling with probability proportional to the size
-42-

Non-probability Sampling

Haphazard or convenience sampling

Purposive sampling
Quota Sampling
Judgment Sampling

This project will be based on the non-probability, purposive, quota sampling. As in the
given project the sample will be considered specific to predetermined New Delhi.
Tools for analysis
Bar chart (Bar charts will be used for comparing two or more values that will
be taken over time or on different conditions, usually on small data set )
Pie-chart (Circular chart divided in to sectors, illustrating relative magnitudes
or frequencies)

4.4 Sample size, if any

SAMPLE SPECIFICATION
Area surveyed : New Delhi
Sample size :

100 respondents

4.5 Methods of data collection (Questionnaire, Interview, Observation etc.)

Research Methodology
In simple terms methodology can be defined as, it is used to give a clear cut idea on
what the researcher is carrying out his or her research. In order to plan in a right point
of time and to advance the research work methodology makes the right platform to the
researcher to mapping out the research work in relevance to make solid plans.
More over methodology guides the researcher to involve and to be active in his or her
particular field of enquiry. Most of the situations the aim of the research and the
research topic wont be same at all time it varies from its objectives and flow of the
research but by adopting a suitable methodology this can be achieved.

-43-

Right from selecting the topic and carrying out till recommendations research
methodology drives the researcher in the right track. The entire research plan is based
on the concept of right methodology.

Statistical Analysis
In this segment I will show my findings in the form of graphs and charts. All the data
which I got form the market will not be disclosed over here but extract of that in the
form of information will definitely be here.

4.6 Limitatitions of the Study

Because of illiteracy, it was a time consuming method in which continuous

guidance was required.

Questionnaire method involves some uncertainty of response. Co-operation on

the part of informants, in some cases, was difficult to presume.

The project was limited to a period and is done purely for the academic

purpose.

It is possible that the information supplied by the informants may be incorrect.

So, the study may lack accuracy.

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CHAPTER 3
Data Processing, Analysis & Interpretation

-45-

Analysis of the problem under study

It is very difficult to check the accuracy of the information provided.
Since all the products and services are not widely used by all the customers it
is difficult to draw realistic conclusions based on the survey.
The method will be unsuitable if the number of persons to be surveyed is very
less as it will be difficult to draw logical conclusions regarding the satisfaction
level of customers.
Interpretation of data may vary from individual depending on the individual
understanding the product features and services of the company.
The method lacks flexibility. In case of inadequate or incomplete information
the result may deviate.

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DATA ANALYSIS
The data given below was based on the questions which are asked during the
survey.
Q.1. WHY SHOULD YOU OPT A Coca Cola PRODUCTS?
Table No 1: Showing why people opt a Coca Cola Products:
No. of Respondents

Percentage

Need

31

31.0

Tasty

11

11.0

Delicious

48

48.0

Crunchy

10

10.0

Total

100

100.0

GRAPH No. 1: Showing the why people opt a Coca Cola Products:
100
90
80
70
60
50
40
30
20
10
0

48%
48

Column1

Percentage

31%
31
11%
11
Need

10%
10

Tasty

Delicious

Crunchy

Interpretation: The above graph reveals that 48% of the respondents opt Coca Cola
Products for Delicious, 31% of respondents for the need on the regular bases,11% of
the respondents opt for Tasty, and 10% of the respondents opt Coca Cola Products for
the Crunchy.

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100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Q.2. HOW YOU AWARE ABOUT COCA COLA PRODUCTS?

Table No. 2: How Customers are aware of Coca Cola Products?
No. of Respondents

Percent

TV Ads

33

33.0

Existing customers

21

21.0

Magazines

24

24.0

Friends

12

12.0

Internet

10

10.0

Total

100

100.0

GRAPH No.2: showing How Customers are aware of Coca Cola Products:
100
90
80
70
60
50
40 33 33%
30
20
1
10
0

24 24%

21 21%
2

No. of Respondents

12 12%

10 10% 5

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Percent

Interpretation: From the above graph shows that 33% of the respondents came to
know of Coca Cola Products through TV ads, 24% of the respondents through
magazines,21% of the respondents through the existing customers and 12% of

-48-

respondents from friends,10% of respondents through internet. The above graph

explained that majority of respondents are TV ads and Magazines.

Q.3. What is your perception about Coca Cola Products?

Table No. 3: Showing Customer Perception about Coca Cola:
Particulars

Number of Respondent

Percentage

BEST

43

43%

GOOD

26

26%

ORDINARY

17

17%

NO COMMENT

0%

POOR

14

14%

WORST

0%

POOREST

0%

TOTAL

100

100%

GRAPH No.3: Showing Customer Perception about Coca Cola

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100

100.00%

90

90.00%

80

80.00%

70

70.00%

60

60.00%

50

50.00%

43.00%
43

40
30
20

Number of Respondent
26.00%
26
17.00%
17

40.00%

Column1

30.00%
20.00%

14.00%
14

10

10.00%

0.00%
0

0.00%
0

0.00%
0

Interpretation:
The above graph reveals that best perception comes from 43%, 26% have good
perception about the Coca Cola Products and rest by 17% have ordinary ,14% have
poor perception.

Q.4. What is the standard of Snacks & Beverages in Coca Cola Products?
Table No. 4: Showing result about standard of Coca Cola Products:
Particular

Number of respondent

Percentage

Excellent

12

12%

Better

32

32%

Good

23

23%

No Comments

08

8%

Poor

23

23%

Worst

2%

-50-

0.00%

Poorest

0%

TOTAL

100

100%

GRAPH No. 4: Showing result about standard of Coca Cola Products:

100

100%

90

90%

80

80%

70

70%

60

60%

50

Number of respondent

40

40%

32%
32

30
20

23%
23

30%

23%
23

20%

12%
12

8%
8

10
0

50%

Column1

10%

2%
2
Excellent

Better

Good No Comments

Poor

Worst

Poorest
0%
0

Interpretation: The above graph showing the standard of Coca Cola Products.12%
customers says the standard is excellent, 32% says better, 23% says good standard,
8% no gave any comment on this but 25% customer says the standard is poor or
worst.

Q.5.: On the basis of price and feature comparison, is Coca Cola Products are
economical?
Table. No.5: Showing is Coca Cola Products are economical according to its price
and features:
PARTICULARS

No. of respondents

percentage

Extremely Agreed

20

20%

Highly agreed

30

30%

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0%

Agreed

25

25%

No Comments

12

12%

Disagreed

13

13%

Highly disagreed

0%

Extremely disagreed

0%

GRAPH No. 5: Showing is Coca Cola Products are economical according to its
price and features:
100
90
80
70
60
50
40
30
20
10
0

30%
30

20%
20

25%
25
No. of respondents

12%
12

13%
13

Column1

0%
0

0%
0

Interpretation: The above graph showing is Coca Cola Products are economical.
20% of public is extremely agreed with this statement, 30% is highly agreed, 25% is
agreed and rest of peoples answer is negative.

Q.6. What is your perception about the Quality of Coca Cola Products?
Table No.6: Showing Customers Perception about the Quality of Coca Cola
Products

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100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

Particulars

Number of Respondent

Percentage

Excellent

30

30%

Best

23

23%

Better

39

39%

Good

5%

Cant Say

3%

TOTAL

100

100%

GRAPH No. 6: Showing Customers Perception about the Quality of Coca Cola
Products :

Interpretation: Here 30% customers says Quality is Excellent, 23% says it is Best,
39% says Better, rest of customers says Good and others.

CHAPTER-4

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FINDING

1. : Table 1 reveals that 48% of the respondents opt Coca Cola Products for
Delicious, 31% of respondents

for the need on the regular bases,11% of the

respondents opt for Tasty, and 10% of the respondents opt Coca Cola Products for the
Crunchy.

2. graph 2 shows that 33% of the respondents came to know of Coca Cola Products
through TV ads, 24% of the respondents through magazines,21% of the respondents
through the existing customers and 12% of

respondents

from friends,10% of

respondents through internet. The above graph explained that majority of respondents
are TV ads and Magazines.

3. graph 3 reveals that best perception comes from 43%, 26% have good perception
about the Coca Cola Products and rest by 17% have ordinary ,14% have poor
perception.

4. graph 4 showing the standard of Coca Cola Products.12% customers says the
standard is excellent, 32% says better, 23% says good standard, 8% no gave any
comment on this but 25% customer says the standard is poor or worst.

5 graph 5 showing is Coca Cola Products are economical. 20% of public is extremely
agreed with this statement, 30% is highly agreed, 25% is agreed and rest of peoples
answer is negative.
6. Here 30% customers says Quality is Excellent, 23% says it is Best, 39% says
Better, rest of customers says Good and others.

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CHAPTER-5
LIMITATION

The limitations faced during the training and while undergoing my research was lack
of availability of first hand data. As the data included is secondary in nature,
-55-

authentication of the data is major concern. The next difficulty was the facts and
figures had change due to change in financial year, thus it could affect the
recommendation and conclusion part.
Also there were huge constraints when it came to time as a one month period only
allowed me a bit of primary research plus the population size being humongous my
sample pf 50 retailers does not necessarily represent the entire population rather it can
be taken as a representative group of the regions in which the survey was taken.

CHAPTER-6
SUGGESTION & RECOMMENDATIONS
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Aggressive Ad Campaign:
Coca Cola should put a few hoardings in different areas in New Delhi and also
advertise effectively in local cable channel.
Educating the customers:
Coca Cola should educate the customers about the ISO Certification.
Attractive schemes:
Give few attractive schemes at the time of any company book any ISO Certification.
Personal touch with the customers:
Asking the customers to come regularly for any further certification problems.

CHAPTER-7

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CONCLUSION
After analyzing all the aspects of the data available and giving some important
recommendations a suitable conclusion which should be derived for this study.
However, before starting the conclusion part, the objective of the research must be
kept in mind so that we can arrive at a befitting conclusion for the research problem.
The primary objective of this research was to develop a complete understanding of the
overall functioning of Coca Cola India including the sales and distribution network
and marketing (Partner Relationship Management to be precise).
The data collected provided a sound base for understanding the overall organizational
set up of Coca Cola in India. By analyzing the data and the literature review,
following conclusion was inferred:

The Sales and Distribution Network of Coca Cola is very strong and almost
flawless.

Coca Cola India had the first mover advantage when it entered the market and
it capitalized on that advantage to grab the market.

Franchisee based operations combined with the Companys operations add

strength to the overall presence of the Company in the market.

Franchisee takes care of its operations and Coca Cola does not interfere in its
operations. The Franchisees are required to report to the Company at specific
time intervals.

The Advertising Campaigns are conceived, implemented by the Coca Cola and
Franchisee has no say in that.

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Promotional activities within every territory are under the territory office and
the officials of that office are responsible for the effectiveness and successful
implementation of these campaigns.

Because of fierce competition Coca Cola has spend heavily on Ads in order to
increase the brand recall and successfully face the competition.

Coca Cola has good brand image and recall in the customers mind but the
most surprising thing is that when compared with Pepsi lags behind in terms
of brand image.

Although the overall functioning of Coca Cola is very efficient, there are
certain areas that can be improved.

Coca Cola is finding it difficult to counter the competition from Coke in

carbonated Beverages Segment but it has distinct advantage and upper in
almost all the other segments like snack food, non carbonated beverages, sorts
drink, restaurants etc.

Diet Coca Cola even though newly introduced hasnt yet caught up with Diet
Coke the way it should.

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CHAPTER 8
BIBLIOGRAPHY

BOOKS:
Name of the book :- Marketing research
Author

:- Philip Kotler

Name of the book :- Marketing research

Author

:- Mr. Kothari.

Web links:http://www.coca-colaindia.com/
www.google.com

QUESTIONNAIRE FOR THE SURVEY

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QUESTIONNIRE (customer)
Customer name:- Mr/Mrs/Miss
Address: -

Contact no: -
1. Do you use the product of Coca Cola?
Yes( )

No.( )

2. Name the brand of beverages which you consume?

Coca-Cola ( )

Limca ( )

Fanta ( )

Maza ( )

3. Do you think Coca Cola products are more beneficial than others?
Yes( )

No( )

4. WHY SHOULD YOU OPT A Coca Cola PRODUCTS?

Need( )

Tasty( )

Delicious ( )

Cruchy( )

5. HOW YOU AWARE ABOUT COCA COLA PRODUCTS?

TV Ads( )

Existing Customers( )

Magazines( )

Friends( )

Internet( )

6. What is your perception about Coca Cola Products?

Best( )

Good( )

No Comment( )

Poor( )

Ordinary( )
Worst( )

Poorest( )

7. What is the standard of Snacks & Beverages in Coca Cola Products?

Best( )

Good( )

No Comment( )

Poor( )

Ordinary( )
Worst( )

Poorest( )

8. On the basis of price and feature comparison, is Coca Cola Products are
economical?

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Extreemely Agreed( )

Highly Agreed( )

No Comments( )

Disagreed( )

Highly Disagreed( )

Agreed( )

Extremely Disagreed( )

9. What is your perception about the Quality of Coca Cola Products?

Excellent( )
Good( )

Best( )
Cant Say()

10. Suggestion ( if any) .

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Better( )