G.L.

BAJAJ INSTITUTE Of TECHNOLOGY & MANAGEMENT

Approved by A.I.C.T.E., & Affiliated to Dr. A.P.J. Abdul Kalam Technical University
Plot No.2, Knowledge Park 3, Greater Noida, Distt. G.B.Nagar, U.P., India (201306)

PROJECT REPORT
ON
“ COMPARATIVE STUDY BETWEEN PEPSI CO AND COCA
COLA WITH RESPECT TO CARBONATED SOFT DRINKS”
Submitted For
THE PARTIAL FULFILLMENT OF THE AWARD OF DEGREE
OF MASTER OF BUSINESS ADMINISTRATION (MBA)

Under the Guidance of : Submitted By :

Name : Sagar Sharma

Roll. No. : 1719270036
Session : 2017-19

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 DECLARATION

I _______________student of school of business, G.L.BAJAJ INSTITUTE OF

TECHNOLOGY & MANAGEMENT, GREATER NOIDA, hereby decleared
that the report for ‘Summer Training Project’ entitle “COMPARATIVE
STUDY BETWEEN COCA-COLA AND PEPSI IN SAHIBABAD
REGION” is the result of my own work and my indebtedness to other work
publication, references, if any, have been duly acknowledge.

Date -
(Signature)

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 ACNOWLEDGEMENT

With a deep sence of pride, satisfaction and gratitude, I present my research

report on “COMPARATIVE STUDY BETWEEN PEPSI CO AND COCA
COLA WITH RESPECT TO CARBONATED SOFT DRINKS"
The research report could could not have seen light of day without insipire of
him, who guided me like a beacon in the light. I would like to thank him for
giving me this valuable time, suggestion and practical view throughout my
project work. Without which the completion of project would have been a
difficult journey. Finally, I would like to end this acknowledgement by
emphasizing on something that I have learned from my interaction with people
throughout my research project report.

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 ABSTRACT

An organization must look into the needs and wants of their customers to be
successful. Marketing prospect is a term generally used to measure a
customer’s perception of a company’s products and services. That is the reason
researchers have continuously emphasized on the importance of consumer
satisfaction. Consumer satisfaction is important because many researchers have
shown that consumer satisfaction has a positive effect on an organization’s
profitability. Service quality is the fundamental factor to measure customer
satisfaction at the FMCG sectors.

The objective of the project is to know the consumers preferences for Cola
Drinks, to study the Market Potential of COCA COLA and the report contains
a brief introduction of Coca Cola. The company COCA COLA has interests
in various sectors and they provide consistent quality products to meet
our costumer’s requirement worldwide. This report clearly mentions objective
of the study and the research methodology utilized. Both primary data and
secondary data. The data collection method used is structured no disguised
questionnaire in which the types of questions used are open ended, multiple-
choice and close ended. Some of the research areas are SAHIBABAD,
GHAZIZBAD. This project reveals one of the important findings like more and
more displays of the window hiring and can be given to the retail outlets as it
has been said that “JItna Dikhega Utna Bikega”. To increase its consumption,
more schemes like ‘Seasonal Schemes’ and other schemes can be given to the
consumers. A detailed survey of the consumers was carried to find out their
preferences for COCACOLA. The details of the methodology are stated below.
Research design: Exploratory and descriptive. Sources of information are
primary and secondary data. Types of questions used open ended, multiple
choice and close ended. Sampling methods random sampling. In this study
I found that most of the consumers prefer COCA COLA as their 1st preference
and then PEPSI.

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 TABLE OF CONTENTS

Declaration……………………………………………………...........................4

Acknowledgement……………………………………………………………...5

Abstract…………………………………………………………………………6

Chapter 1………………………………………………………………………..9
 Introduction of the project………………………………...10-11
 Importance of the study ……. ………………………..........12
 objective of the study………………………………………13
 Scope of the project ………………………………………...14

Chapter 2………………………………………………………………………15
 History of coca-cola………………………………………16-22
 Organisation hierarchy………………………………………..23
 Evolution of coca-cola bottles…………………………….24-30
 Products of coca-cola……………………………………..31-35

Chapter 3………………………………………………………………………36
 Literature Review…………………………………………37-47

Chapter 4………………………………………………………………………48
 Research Methodology……………………………………48-55

Chapter 5………………………………………………………………………56

 Data Analysis and Interpretation………………………….57-74

 SWOT Analysis…………………………………………...75-80

Chapter 6………………………………………………………………………81
 Findings & Analysis………………………………………82-84
 Recommendation………………………………………….85-86

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Chapter 7………………………………………………………………………87
 Conclusion……………………………………………………88
 Limitations……………………………………………………89
 Bibliography………………………………………………….90
 Appendices…………………………………………........91-94

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CHAPTER - 1

 Introduction of the project

 Importance of the project
 Objective of the study
 Scope of the study

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 INTRODUCTION TO THE PROJECT

Coca-Cola, the product that has given the world its best-known taste was born
in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world
‟sleading manufacturer, marketer and distributor of non-alcoholic beverage
concentrates and syrups, used to produce nearly 400 beverage brands. It sells
beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Company
beverage products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition to
this, it also produce markets and sports drinks, tea and
coffee. The CocaCola Company began building its global network in the 1920s
Nowoperating in more than 200 countries and producing nearly 400 brands, the
Coca Cola system has successfully applied a simple formula on a global
scale: “Provide a moment of refreshment for a small amount of money- a
billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most so
phisticated and pervasive production and distribution system in the world.
More than anything, that system is dedicated to people working long and hard
to sell the products manufactured by the Company. This unique worldwide
system has made The Coca-Cola Company the world’s premier soft-drink
enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola,
more than any other consumer product, has brought pleasure to thirsty
consumers around the globe. For more than 115 years, Coca-Cola has created a
special moment of pleasure for hundreds of millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes

this by working with its business partners to deliver satisfaction and value to

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consumers through a worldwide system of superior brands and services, thus
increasing brand equity on a global basis. They have nine aims at managing
their business well with people who are strongly committed to the company
values and culture and providing an appropriately controlled environment, to
meet business goals and objectives. The associates of this Company jointly take
responsibility to ensure compliance with the framework of policies and protect
the company’s assets and resources whilst limiting business risks.

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 IMPORTANCE OF THE STUDY

This study is important to determine the market value of coca cola company
and also the position of products of that company after analysing the data that
we have with us.This study also give the experience to the management student
who is doing the research, as it in the base of marketing.

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 OBJECTIVE OF THE STUDY

Moon Beverages Limited is one of the best companies in Sahibabad today. It is

involved in marketing of soft drink products. The objective of the study is to
know the marketing prospect of coca-cola.

1. To determine the costumer preference between coke and pepsi.

2. To determine the distributer and retailer preference between coke and

pepsi.

3. To know the market share of coca-cola.

4. To know the distribution method of adopted by the organisation.

5. To create awareness about coca-cola by providing the information to

consumer.

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 SCOPE OF THE STUDY

The training in any organization gives an idea of different marketing activities

and also the decisions are taken tactfully when any problems comes
to executives. So the way of problem solving, right decision-making and
knowledge of different types of marketing activities gives much importance to
this study.

As regard of coverage of the study, I will be on the topic of “COMPARATIVE

STUDY BETWEEN COCA-COLA AND PEPSI IN SAHIBABAD”. This
study may prove helpful for the management to analyses, to know and to find
out the future prospect of Coca-Cola. I will conduct market survey and got
various opinions about the Coca-Cola.

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CHAPTER 2:- ORGANISATION PROFILE

 History of coca-cola
 Organisation hierarchy
 Evolution of coca-cola bottles
 Products of coca-cola

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 HISTORY OF COCA-COLA

Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist,

Dr. John S. Pemberton, led him to create a distinctive
tasting soft drink that could be sold at soda fountains.
He created a flavored syrup, took it to his
neighborhood pharmacy, where it was mixed with
carbonated water and deemed “excellent” by those
who sampled it. Dr. Pemberton’s partner and
bookkeeper, Frank M. Robinson, is credited with
naming the beverage “Coca-Cola” as well as designing
the trademarked, distinct script, still used today.

The first servings of Coca-Cola were sold for 5 cents per glass. During the first
year, sales averaged a modest nine servings per day in Atlanta. Today, daily
servings of Coca-Cola beverages are estimated at 1.9 billion globally.

1886-1892

It was 1886, like many people who change history, John Pemberton, an
Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred
up a

Fragrant, caramel-colored liquid and, when it was done, he carried it a few

doors down to Jacobs' Pharmacy. There, the mixture was combined with
carbonated water and sampled by customers who all agreed this new drink was
something special. Pemberton's bookkeeper, Frank Robinson, named the
mixture Coca-Cola®, and wrote It out in his distinct script. To this day, Coca-
Cola is written the same way. In the first year, Pemberton sold just 9 glasses of
Coca-Cola a day.

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A century later, The Coca-Cola Company has produced more than 10 billion
gallons of syrup. Unfortunately for Pemberton, he died in 1888 without
realizing the success of the beverage he had created.

Over the course of three years, 1888-1891, Atlanta businessman As a Griggs

Candler secured rights to the business for a total of about $2,300. Candler
would become the Company's first president, and the first to bring real vision
to the business and the brand.

1893-1904

As a G. Candler, a natural born salesman transformed Coca-Cola from an

invention
into business. He knew there were thirsty people out there, and Candler found b
rilliant and innovative ways to introduce them to this exciting new refreshment.
He gave away coupons for complimentary first tastes of Coca-Cola, and
outfitted
distributing pharmacists with clocks, urns, calendar and apothecary scales beari
ng theCoca-Cola brand. People saw Coca-Cola everywhere,
and the aggressive promotion worked. By1895, Candler had built syrup plants
in Chicago, Dallas and Los Angeles.

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new

ways. In1894, a Mississippi businessman named Joseph Biedenharn became
the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who
responded without enthusiasm. Despite being a brilliant and innovative
businessman, he didn't realize then that the future of Coca-Cola would be with
portable, bottled beverages customers could take anywhere.

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He still didn't realize it five years later, when, in 1899, two Chattanooga
lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive
rights from Candler to bottle and sell the beverage for the sum of only one
dollar.

1905-1918

Imitation may be the sincerest form of flattery, but The Coca-Cola Company
was none too pleased about the proliferation of copycat beverages taking
advantage of its success. This was a great product, and a great brand. Both
needed to be protected. Advertising focused on the authenticity of Coca-Cola,
urging consumers to "Demand the genuine" and "Accept no substitute."

The Company also decided to create a distinctive bottle shape to assure people
they were actually getting a real Coca-Cola. The Root Glass Company of
TerreHaute, Indiana, won a contest to design a bottle that could be recognized
in the dark. In 1916, they began manufacturing the famous contour bottle. The
contour bottle, which remains the signature shape of Coca-Cola today, was
chosen for its attractive appearance, original design and the fact that, even in
the dark, you could identify the genuine article.

As the country roared into the new century, The Coca-Cola Company grew
rapidly, moving into Canada, Panama, Cuba, Puerto Rico, France, and other
countries and U.S. territories. In 1900, there were two bottlers of Coca-Cola; by
1920, there would be about1000.

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1919-1940

Perhaps no person had more impact on The Coca-Cola Company than Robert
Wood ruff. In 1923, four years after his father Ernest purchased the Company
from As a Candler, Woodruff became the Company president. While Candler
had introduced the U.S. to Coca-Cola, Woodruff would spend more than 60
years as Company leader introducing the beverage to the world beyond.

Woodruff was a marketing genius who saw opportunities for expansion

everywhere. He led the expansion of Coca-Cola overseas and in 1928
introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola
travelled with the U.S. team to the1928 Amsterdam Olympics. Woodruff
pushed development and distribution of the six-
pack, the open top cooler, and many other innovations that made it easier for p
eople todrink Coca-Cola at home or away. This new thinking made Coca-Cola
not just a huge success, but a big part of people's lives.

1941-1959

In 1941, America entered World War II. Thousands of men and women were
sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff
ordered that "everyman in uniform gets a bottle of Coca-Cola for 5 cents,
wherever he is, and whatever it costs the Company." In 1943, General Dwight
D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of
materials for 10 bottling plants. During the war,
many people enjoyed their first taste of the beverage, and when peace finally ca
me, thefoundations were laid for Coca-Cola to do business overseas.

Woodruff’s vision that Coca-Cola be placed within "arm's reach of desire," was
coming true from the mid-1940s until 1960, the number of countries with
bottling operations nearly doubled. Post-war America was alive with optimism
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and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and
the imagery of its advertising happy couples at the drive-in, carefree moms
driving big yellow convertibles reflected the spirit of the times.

1960-1981

After 70 years of success with one brand, Coca-Cola, the Company decided to
expand with new flavors Fanta, originally developed in the 1940s and
introduced in the 1950s; Sprite followed in 1961, with TAB in 1963 and Fresco
in 1966. In 1960, The Coca-Cola Company acquired The Minute Maid
Company, adding an entirely new line of business juices to the Company.

The Company's presence worldwide was growing rapidly, and year after year,
Coca-Cola found a home in more and more places: Cambodia, Montserrat,
Paraguay, Macau, Turkey and more.

Advertising for Coca-Cola, always an important and exciting part of its

business, really came into its own in the 1970s, and reflected a brand connected
with fun, friends and good times. The international appeal of Coca-Cola was
embodied by a 1971 commercial, where a group of young people from all over
the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a
Coke."In 1978, The Coca-Cola Company was selected as the only Company
allowed selling packaged cold drinks in the People's Republic of China.

1982-1989

The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time
of much change and innovation at The Coca-Cola Company. In 1981, Roberto
C.
Goizueta became chairman of The Board of Directors and CEO of The Coca-

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Cola Company.Goizueta, who fled Castro's Cuba in 1961, completely
overhauled the Company with a strategy he called "intelligent risk taking."

Among his bold moves was organizing the numerous U.S. bottling operations
into a new public company, Coca-Cola Enterprises Inc. He also led the
introduction of diet Coke, the every first extension of the Coca-Cola trademark;
within two years, it had become the top low-calorie drink in the world, second
in success only to Coca-Cola.

One of Goizueta's other initiatives, in 1985, was the release of a new taste for
Coca-Cola, the first change in formulation in 99 years. In taste tests, people
loved the new formula, commonly called “new Coke.” In the real world, they
had a deep emotional attachment to the original, and they begged and pleaded
to get it back. Critics called it the biggest marketing blunder ever. But the
Company listened, and the original formula was returned to the market as
Coca-Cola classic®, and the product began to increase its lead over the
competition a lead that continues to this day.

1990-1999

The 1990s were a time of continued growth for The Coca-Cola Company. The
Company's long association with sports was strengthened during this decade,
with ongoing support of the Olympic Games, FIFA World Cup football
(soccer), Rugby World Cup and the National Basketball Association. Coca-
Cola classic became the Official Soft Drink of NASCAR racing, connecting the
brand with one of the world's fastest growing and most popular spectator
sports.

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And 1993 saw the introduction of the popular "Always Coca-Cola" advertising
campaign, and the world met the lovable Coca-Cola Polar Bear for the first
time. New markets opened up as Coca-Cola products were sold in East
Germany in 1990 and returned to India in 1993.

New beverages joined the Company's line-up, including Power

ports drink, children’s Fruit drink and bottled water. The Company's family of
brands further expanded through acquisitions, including Limca, Maaza and
Thums Up in India, Barq's root beer in the U.S., Inca Kola in Peru, and
Cadbury Schweppes' beverage brands in more than 120countries around the
world. By 1997, the company already sold 1 billion servings of its products
every day, yet knew that opportunity for growth was still around every corner.
In1886, Coca-Cola brought refreshment to patrons of a small Atlanta
pharmacy. Now well into its second century, the Company's goal is to provide
magic every time someone drinks one of its more than 400 brands. Coca-Cola
has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa,
Vegitabeta and Frescolita. In the remotest comers of the globe, you can still
find Coca-Cola. Coca-Cola is committed to local markets, paying attention to
what people from different cultures and backgrounds like to drink, and where
and how they want to drink it. With its bottling partners, the Company reaches
out to the local communities it serves, believing that Coca-Cola exists to
benefit and refresh everyone it touches. From the early beginnings when just
nine drinks a day were served, Coca-Cola has grown to the world’s most
ubiquitous brand, with more than1.4 billion beverage servings sold each day.
When people choose to reach for one of The Coca-Cola Company brands, the
Company wants that choice to be exciting and satisfying, every single time

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ORGANISATIONAL HIERARCHY

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 EVOLUTION OF COCA-COLA BOTTLES

1899

The foundations of the Coca-Cola Company are set up

by Asa Griggs Candler (December 30, 1851 — March 12,
1929), an American business tycoon and the 44th Mayor of
Atlanta, GA. A decade ago, he bought the formula for
Coca-Cola from John Pemberton, the inventor.

With strong marketing strategies, Candler launched the

Coca-Cola brand from mere obscurity to nationwide fame
within five years. The first Coca-Cola bottle, pictured here, was made under
contract in Chattanooga, Tennessee. For the next five years, these straight-
sided Hutchinson bottles would be used.

1906

Now sold in every state, Coca-Cola needed to be wary of

competitors and infringers. In 1906, the company came out
with a new diamond-shaped label, allowing for easier brand
recognition. The new straight-sided bottles were amber-
colored. There were, however, some big infringers — among
them was the notorious Koca-Nola.

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1915

The need for creating a distinctive, distinguished form of

packaging increased significantly after 1910. That was the
only way the company could sufficiently protect itself from
copycats. In 1915, the Root Glass Company in Terre Haute,
Indiana, patented the famous contour bottle, the well-known
stencil of all other future coke bottles. The challenge for the design was to
come up with a “bottle so distinct that you would recognize it by feel in the
dark or lying broken on the ground.”

1923

By now, standard refrigeration systems have become more widespread in

homes throughout the country. As a response, the company developed a handy
six-pack carrier to encourage customers to enjoy the drink at home. This was
also the year that the patent for the bottle was renewed. The day that the patent
was reissued fell on Christmas, and thus, the Coke bottle was nicknamed the
“Christmas Bottle” for a brief period.
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1941

Very famously, the company made efforts to widely distribute its product
during World War II. President Robert Woodruff, who headed the company
from 1923 to 1954, famously gave the order that “every man in uniform gets a
bottle of Coca-Cola for five cents, wherever he is, and whatever it costs the
company.”
This strategy helped further project the brand onto a global platform. From the
end of the war until 1960, the number of countries that had bottling operations
practically doubled.

1950

In 1949, a study showed that less than one percent of

Americans couldn’t accurately identify the Coca-Cola
bottle by shape alone. To remedy this, the company
sought a trademark status for its already-iconic contour
bottle. It was unusual for a commercial project to be
granted such a status, but on April 12, 1961, the
distinctive bottle started being recognized as a
trademark. In 1950, Coca-Cola becomes the first
commercial entity to grace the cover of Time magazine.

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1955

This was a pivotal year for the company’s product

packaging. It now made 10-, 12-, and 26-oz bottles
(at this point, they were available only in the U.S.), in
addition to the standard 6.5-oz bottle. The change
allowed for greater flexibility and options for
consumers.

1957

Within two years, the Coca-Cola contour bottles

debuted printed white labeling. Prior to this, the
“Coca-Cola” trademark on the bottle had always
been blown in glass lettering.

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1960

Just a year before the Coca-Cola bottle received

its official trademark status, and two years before
artist Andy Warhol introduced the bottle to the
pop art movement, 12oz aluminum Coke cans
were introduced in the U.S. Just like Warhol
would show in his art, the brand had, by this
point, become fully incorporate in — and
symbolic of — American mass culture.

1993

Coca-Cola starts to manufacture their bottles

with polyethylene terephthalate, or PET, a
material that can be recycled and reused. By
doing this, the company had started lowering
the amount of waste that went into landfills.
It came up with a 20-oz PET contour bottle,
and, just like the glass contour bottle in 1915
had initially distinguished itself from other
drink bottles, this new one reinforced the
brand’s visibility.

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2008

The first ever Design Grand Prix , held in Cannes, France,

was awarded to Coca-Cola in 2008. The recipient? A brand
new aluminum bottle packaging design that “refreshed” the
popular drink’s identity.

2009

The year after, Coca-Cola introduces its

“plant bottle” to the world. The bottle is 100
percent recyclable, and the material itself is
composed of up to 30 percent of renewable,
plant-based materials.

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2015

This year, the Coca-Cola bottle turned 100 years

old. To celebrate, the company’s creative
director, commercial and fine art
photographer David LaChappelle, created a
wonderful series of images that paid homage to
the iconic contour bottle, titled “Together.” The
series captured and weaved together the
company’s core values throughout the years:
optimism, togetherness, and diversity.

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 PRODUCTS OF COCA-COLA

The Coca-Cola Company offers nearly 400 brands in over 200 countries,
besides its name sake Coca-Cola beverage. Tab was Coca-Cola's first attempt
to develop a diet soft drink, using saccharin as a sugar substitute. Introduced in
1963, the product is still sold today, however its sales have dwindled since the
introduction of Diet Coke. The Coca-Cola Company also produces a number of
other soft drinks including Fanta and Sprite. Fanta's origins date back to World
War II when Max Keith, who managed Coca-Cola's operations in Germany
during the war, wanted to make money from Nazi Germany but did not want
the negative publicity. Keith resorted to producing a different soft drink, Fanta,
which proved to be a hit, and when Coke took over again after the war, it
adopted the Fanta brand as well. The German Fanta Klare Zitrone
("Clear Lemon Fanta") variety became Sprite, another of the company's
bestsellers and its response to 7 Up. During the 1990s, the company responded
to the growing consumer interest in healthy beverages by introducing several
new non-carbonated beverage brands. These included Minute Maid Juices to
Go, PowerAde sports beverage, flavored tea Nestea (in a joint venture with
Nestle), Fruitopia fruit drink and Dasani water, among others. In 2001, Minute
Maid division launched the Simply Orange brand of juices including orange
juice.

FLAVOUR INGREDIENTS PACK PRODUCT

Cola Cola Flvour + 200 ML Coke and Thmusup
Carbonatre Water + 300 ML
Suger
600 ML
1.25 L
2L
Orange Orange Flvour + 200 ML Fanta
Carbonatre Water + 300 ML
Suger
600 ML
1.25 L

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 2L
Fruit Juice Mango Pulp Treated 150 ML Maaza amd MMPO
Water Suger 300 ML
600 ML
1.25 L
1.75 L
Cloudy Lemon Lemon Flvour + 200 ML Limca
Carbonatre Water + 300 ML
Suger
600 ML
1.25 ML
2L
Clear Lemon Lemon Flvour + 200 ML Sprit
Carbonatre Water + 300 ML
Suger
600 ML
1.25 ML
2L

MAJOR PRODUCTS OF COCA-COLA

PRODUCT NAME IMAGE

Coke

Sprite

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 Fanta

Dite Coke

Maaza

MMPO

Kinley

Page | 33
Page | 34
 Competetiors of company

As we all know that Cola-Cola is the no. 1 brand in soft drinks in India. There
are lot of competitors in the market such as Pepsi, etc. Pepsi is the very tough
competitor of Coca-Cola and its product is also world wide. Costumer always
get fiest priority to Coke because there is a large number of retailer and
distibuters so that customer easily reach to the products of coke and purchase to
the product according to the need. But sometimes like festivals and
matrimonial ceremony the demand of coke and its product become very high
and then that time coke company unable to fulfill the requirement of customer
then customer take in use of other copany to fulfill their requirement.

MARKET SHARE

20%

Pepsi
Coke

80%

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CHAPTER - 3

 Literature Review

Page | 36
 LITERATURE REVIEW

Kerin, Roger et al. (2010) describe that marketing strategy is the means by
which a marketing goal is to be achieved, usually characterized by a specified
target market and a marketing program to reach it. Although the term
marketing strategy is often used loosely, it implies the end sought (target
market) and the means to achieve it (marketing program).To implement
marketing program successfully, hundreds of details, decisions are often
required. These decisions, called marketing tactics, are detailed day-to-day
operational decisions essential to the overall success of marketing strategy
strategic marketing process is the approach whereby an organization allocates
its marketing mix resources to reach its target markets. This process divided
into three phases such as planning.

Implementation and control. The planning phase of the strategic marketing

process consists of the three steps such as situation analysis, market-product
focus and goal setting and the marketing program. The essence of situation
analysis is taking stock of where the firm or product has been recently. Where
it is now and where it is headed in terms of the organization’s plans and the
external factors and trends affecting it. An effective shorthand summary of the
situation analysis is a SWOT analysis, an acronym describing an organization’s
appraisal of its internal strengths and Weaknesses and its external
Opportunities and Threats. Both the situation and SWOT analyses can be done
at the level of the entire organization, the business unit, the product line or a
specific product. Further authors discussed that describe that the promotional
element consists of communication tools, including advertising. Personal
selling sales promotion, public relations and direct marketing. The combination
of one or more of these communication tools is called promotional mix all of
these tools can be used to inform prospective buyers about the benefits of the

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product, persuade them to try it and remind them later about the benefits they
enjoyed by using the product. Today the concept of designing marketing
communications program that coordinates all promotional activities
advertising, personal selling, sales promotion, public relations an direct
marketing to provide a consistent message across all audiences is referred to as
integrated marketing communication (IMC), promotional programs are directed
to the ultimate consumer, to an intermediary (retailer, wholesaler or distributor)
or to both. All products have a product life cycle and the composition of the
promotional objective in the introduction stage of the product life cycle. The
primary promotional objective of the growth stage is to persuade the consumer
to buy the product. The primary promotional element is advertising, which
stresses brand differences. In the maturity stage, the need is to maintain
existing buyers and advertising’s role is to remind buyers of the product’s
existence. Sales promotion, in the form of discounts and coupons offered to
both ultimate consumers and intermediaries, is important in maintaining loyal
buyers. The decline stage of the product life cycle is usually a period of phase
out for the product, and little money is spent in the promotional mix. The rate
of decline can be rapid when a product is replaced by an improved or lower
cost product, for example, or slow if there is a loyal group of customers.

Philip Kotler and Gary Armstrong (2008) define marketing strategy as

marketing logic by which the company hopes to achieve its profitable
relationships. Through market segmentation, targeting and positioning, the
company decides which customers it will serve and how. It identifies the total
market, then divides it into smaller segments, selects the most promising
segments. Guided by marketing strategy, the company designs a marketing mix
made up of factors under its control-product, price, place and promotion. To
find the best marketing strategy and mix, the company engages in marketing
analysis, planning implementation and control. Through these activities, the

Page | 38
company watches and adapts to the actors and forces in the marketing
environment. Further authors explain that to design a winning marketing
strategy, the marketing manager must answer two important questions: (1)
what customers will we serve (what is our target market)? (2) How can we
serve these customers best (what is our value position)? Market penetration
strategy is a strategy for company growth by increasing sales of current
products to current market segments without changing the product. Market
development strategy is a strategy for company growth by identifying and
developing new market segments for current company products. In
undifferentiated market coverage strategy a firm decides to ignore market
segment differences and go after the whole market with one offer. In
differentiated market coverage strategy firm decides to target several market
segments and designs separate offers to reach. Micro marketing is the practice
of tailing products and marketing programs to suit the tastes of specific
individuals and locations. Companies need to consider many factors when
choosing target marketing strategy. Which strategy is the best depends on
company resources. The best strategy also depends on the degrees of product
variability. The product’s life cycle stage also must be considered when a firm
introduces a new product, it may be practical to launch only one version and
undifferentiated marketing or concentrating marketing may make the most
sense. In the mature stage of the product life cycle, however differentiated
marketing begins to make more sense.

Adel I. EI-Ansary (2006) in their review marketing strategy, taxonomy and

frame work discussed that the literature casts marketing strategy formulation
and implementation in the context of strategic planning and marketing strategy
process models. The focus of the strategic planning model is on achieving
corporate financial objectives through the implementation of product, pricing
promotion, and place (distribution) program. The focus of the marketing

Page | 39
strategy process model is on the formulation of segmentation, targeting,
differentiation, and positioning strategies to create, communicate, and deliver
the value to the customer resulting in gaining customer satisfaction and loyalty;
i.e. marketing objectives.

William M Pride and Ferrell O.C. (2005) define marketing strategy as

typically made up of two components: (1) the selection of a target market and
(2) the creation of a marketing mix that will satisfy the needs of the chosen
target market. thus, a marketing strategy includes a plan of action for
developing, distributing, promoting and pricing products that meet the needs of
the target market. A marketing strategy articulates the best use of the firm’s
resources and tactics to achieve its marketing objectives. In a broader sense,
however, marketing strategy refers to how the firm will manage its
relationships with customers so that it gains an advantage over the competition.

Philippe Lasserre (2003) highlights that the strategy (from the Greek stratus:
an army and ageing: to lead) has traditionally been a military art. The ancient
Chinese military theorist, sun Tzu (Circa 5. BC) stated that “the supreme art of
war is to subdue the enemy without fighting”. Strategy as an art of war was
transferred into a business context in the early 1960s. This does not mean that
there was no ‘strategy’ behind business decisions earlier; but there were no
formal theories of business strategy.

Rajan Saxena (2002) in his book marketing management explains that there
are two major methods of segmenting the market – one on the basis of product

Page | 40
usage and the other on the basis of customers who are satisfied with their
existing supplies and suppliers. These are the customers who do not perceive
significant value in their current purchases and hence are vulnerable to change
to a supplier who delivers more value. Further author explains that defensive
marketing welfare is played by the market leader who wants to hold on to his
market share. One of the best options before the leader is to existing
continuously attack its own self. This involves questioning whether its existing
product portfolio is competitively satisfy customer needs or are there any new
seeds that are emerging, which the current portfolio does not help to satisfy; is
its current distribution plan effective enough to meet warfare is the war fought
by the market challenger or the firm that is trying for the number one position
in the market. The challenger has to consider the leader’s strengths and identify
weakness in this strength Flanking uncontested. This could be in product mix,
distribution or even pricing. Guerilla warfare is a strategy for niche leadership.
This involves carving out a market niche, large enough to be defended by
firms’ capabilities. The niche leader should never act like a mass leader as it
may lead to its unavailability. Also, the niche leader or the guerilla should be
able to vacate a niche without severe losses. Guerilla attack is another option
available to market aggressors, especially smaller undercapitalized ones.
Guerrilla warfare consists of waging small, intermittent attacks on different
territories of the opponents, with the aim of hashing and demoralizing the
opponent and eventually securing footholds.

Blattberg, Peacock, and Sen (1976, 1978) Describe 16 purchasing strategy

segments based on three purchase dimensions: brand loyalty (single brand,
single brand shifting, many brands), type of brand preferred (national, both
national and private label), and price sensitivity (purchase at regular price,
purchase at deal price).
Page | 41
Kretter, Kadekova et al (2010) Country of the origin of food and consumer
preference in segment of university student’s consumers prefers the attributes
like freshness, flavor and also the price. Consumers prefer fruit juices because
of their flavour and freshness.

According to Gupta & Gupta (2008) Fruit drinks: how healthy and safe,
discussed that fruit drinks are popularly used in most urban households today
markets are flooded with a large variety of juices e.g.; mango, apple, guava,
litchi. The main reason for increased consumption is changing lifestyle & rising
level of health consciousness among consumers and parents. They believe that
these drinks provide superior nutrition because of their status & high beverage
cost.

As per the View of Gupta Parul (2003) Studied the coke & Pepsi’s rural drive
to push sales soft drink giants coca-cola & Pepsi have signed on thousands of
new retailers in a drive into rural India that has pushed up sales steeply. Coca-
cola has made its beverages available in 40,000 additional villages in the last 3
years.

Jyoti K. Arun (2002) Studied the coca-cola India's marketing plan for the
summer peak sales season is vested with a rural thrust & rides on the back of its
newly ; launched 200-ml bottle, prized between Rs.5 to 6 across the country.

Page | 42
While the soft drinks sales showed flat growth last year, sales in that year are
up by 80% for the company.

Nishu Sharma (2011) Comparative study on consumption patterns of soft

drinks and fruits juices studies how different consumers consume soft drinks
and juices with respect to different pattern of consumption. According to
Deepak Kumat Chechani (2008) A study of FACTOR influencing choice of
soft drinks in Udaipur city studied different factors influencing the choice of
soft drinks consumption.

Bhushan Mehta (2012) Analysis of Brand Preference of soft Drinks in Global

Market Provides details regarding consumers preference on soft drinks.
Consumer’s behavior is a key success of any company. Consumer behavior is
depending upon culture, value, traditions. When marketers offer unique
benefits in a new product they encourage consumer to subtype. When Pepsi Co
introduced a new product in a market it will change the consumer behavior.
When Pepsi attempted to introduce another category breakfast cola's introduced
Pepsi AM it was less successful.

According to Report on Indian Beverage Industry (2012) discloses the

following things regarding beverage market. A Beverage is a drink specifically
prepared for human consumption. Beverages almost always largely consist of
water. Drinks often consumed include: Water ( both flat or carbonated ),Juice
based drinks, Soft drinks, Sports and Energy drinks, Alcoholic beverages like
Coffee, Tea, Dairy

Page | 43
Products like milk. Commonly, drinks are filled into containers, like glass or
plastic bottles, steel or aluminum cans as well as cardboard supported packages
like the "Tetra.

According to the Research Paper & Articles advertising strategy Review

Advertising is more than a tool for selling foods & soft drink and services. It
has one overriding task, to position a brand in the prospectus perception or
perceptual space in relation to competitors, so as to created distinctiveness and
preference. To formulate the problem scientifically, and to point out the
importance of undertaking this study, it is essential to present a brief review of
Researches undertaking in this area. Although the review involved a large
number of studies only a few studies which have a direct and indirect bearing
in the present study have been reviewed.

Eva-Lena (2006) International Advertising and International sponsorship

respectively influence the local target group in different ways, but also affect
International brand, they have an impact on brand image and brand equity.
More over depending on a person's age consumers view brands differently and
thus have an effect on International brand alone, but also in combination with
International Advertising and International sponsorship together these factors
influence the way in which a brand is perceived and consequently influence
consumer’s preferences.

Strout R (2008) in his case material "Pepsi and Madonna" examines the use of
entertainment personalities in advertising commercial products through the

Page | 44
example of Pepsi's use of Madonna. It illustrates how companies try to tie the
success of the artist to their product. The paper demonstrates the need for clear
evaluation of the celebrity endorser, their public image, and if the relationship
between the artist and the product applies to the advertising rules. When Pepsi
picked Madonna, athe choice turned out to be too hot to handle. The $5 million
campaign featuring the extravagant vocalist had to be scrapped because of its
links to Madonna's highly controversial "Like a Prayer" music video"

David H. Silvera, Austad B (2008) in their research topic have examined

whether consumers infer that celebrity endorsers like the products they
endorse, and presents a model using these inferences and other characteristics
of the endorser to predict attitudes toward the endorsed product. Participants in
two experiments examined written endorsement advertisements and were asked
to infer the extent to which

the endorser truly liked the advertised product and to rate the endorser's
attractiveness, similarity to themselves, and knowledge of the product.
Attitudes toward the advertisement, the endorser and the product were also
measured. The resulting model indicated that product attitudes were predicted
by inferences about the endorser's liking for the product and by attitudes toward
the endorser.

Goddard L, Wilbur N (2009) in their study provide a starting-point for further

research on negative information transference in the celebrity endorsement
relationship. It is crucial that organizations be aware of the risks associated
with using celebrities to endorse their stores and products. Given that these
results provide tentative support for the commonly held belief that a decline in
the celebrity’s image can impact the image of brand, it is important that

Page | 45
retailers carefully choose an endorser who currently has a good image and will
likely beable to uphold this image in the future.

Dix S, Pougnet S (2009) in their research have found that Athlete role model
endorsers have a positive influence on young adults' product switching
behavior, complaint behavior, positive word-of-mouth behavior and brand
loyalty. This confirms the assumption that sports celebrities are important
socialization agents and can have significant impact on purchase intentions and
behaviors. This research provides useful insight into the influence of athlete
endorsers on young adults and suggests athletes have a positive influence on
young adults' behavioral intentions in switching products, generating word-of-
mouth and establishing brand loyalty.

Biswas S, Hussain M, O'Donnell K say that here is a positive, although

moderate, impact of celebrity endorsements on attention and exposure of
consumers. Implications for marketers as well as suggestions for future
research are discussed. The article is of the view that although there is
considerable risk in endorsing celebrities for products and services, the firms
need to analyze the various factors that can reduce such risks and hence
increase the likeability of transfer of leverage of the brand image from the
celebrity to the products and services.

As per the Views of Thomas Micheal Impact of Media on Consumers' Brand

Preference a Study on Carbonated Beverage Market with Reference to Coca–
Cola.

Page | 46
The collected data from the survey shows that brand preference exists in the
carbonated beverage market and the media efforts affects consumer preferences
and their brand choice. Out of 8 different carbonated beverage brands which
featured in this study, Coca-Cola topped the brand preference table in
carbonated beverage industry. Hence it is clear that Coca-Cola is the favorite
carbonated beverage among

Consumers. Based on this study, advertisement and taste are the major factors
responsible for the success of Coca-Cola. The implication of this is that, other
variables does not influence much when brand is supported by heavy
advertisements and appeals to consumers' taste buds which persuades them to
continue buying. Majority of the respondents claimed to have known Coca-
Cola over 15 years and Coca-cola having been in existence for more than 20
years still remain the delight of many consumers of carbonated beverage. It is
evident that the brand has enjoyed a relatively prolonged life cycle. The study
also showed that advertisement is the major source of awareness of Coca-Cola
and Television is the most effective medium as cited by most of the
respondents.

Page | 47
CHAPTER - 4

 Research Methodology

Page | 48
 RESEARCH METHODOLOGY

DEFINATION:

Research refers to a search for knowledge, “that can be define as a scientific

and systematic search for pertinent on the specific topic”.

Research comprises defining and redefining problem, formulating hypothesis

or sugested solution; collecting, organising, evaluating data; making deduction
and researching conclusion; and at last carefulling testing the conclusion to
determine wether they fit the formulating- CLIFFORD WOOD.

RESEARCH METHODOLOGY:

It is the way to systematically solve the research problem. It may be underatand

as science of studying how research is done scientifically. In it we study the
various steps that are gemerally adopt by the researcher in study research
problem along with the logic behind them. In general, methodology is a
optional framework within which the facts are placed so that the meaning may
be so claearly. The source of data show that designing of a research plan calls
for decision on the data source are research approaches (primary and secondary
data) research instruction (observation survay experience) sampling plane and
contach methods (personal interview).

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RESEARCH DESIGN:

A research design is the determination and statement of the general research

opproachor strategy adopt for the particular project. It is the heart of the
planing. If the design adheres to the research objectives, it will ensure that the
client need will be served.

Research design is the plan structure and strategy of inventions. It is the

management of condition and analisis of data in a manner to combine relevance
to the research purpose with company in procedure.

 In order to achive the objective it was necessary to talk to the customer

and public to draw the conclusion regrading the objective.
 For visiting the custoner and public to collect the relevant information; a
questionnaire has to be designed. The questionnaire was designed in
such a manner to achive the objective of research.
 The sample size taken is customer and publics.

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TYPE OF RESEARCH

In this project, Descriptive research has been used.

Descriptive Reseach:

This kind of research wich is concern with describing the characteristics ot the
problem. In this way the main purpose of such a research design is to present a
descriptive picture about the market problem on the basis of actueal facts. For
this it is important to obtain the complete and actual information about the
subjects.

NATURE OF RESEARCH

Quantitative type of research has been used. As all the data was based on
numerical figures obtained in the survey.

TYPES OF QUESTIONS

The questions were self-determined, with a view to obtain maximum

information from the respondant that is why the question were straightforward.

TYPE OF QUESTIONNAIRE

The entire questionnaire wae stadardized and formalized.

TYPE OF ANALYSIS

All the data found in the survey is totally numerically so that the type of
analysis was statical.

Page | 51
SOURCE OF DATA

 PRIMARY DATA
The data is collected fresh and for first time and thus happen to be the original
one characteristic is called as the primary data.

 SECONDARY DATA
The data is already collected by someone else and which have been passed
through the statical process is known is the secondary data.

METHOD OF COLLECTION PRIMARY DATA

Questionnaire Method

In this project I have taken the questionnaire method for necessary information.
In this method a questionnaire is given to a person concern with questions to
answers the question and return to the questionnaire.

Aquestionnaire consist of number of questions printed in a definite order on a

or a set of form.

SECONDARY DATA COLLECTION

The report mainly consist of a data from the primary source gather the schddule
of questions. Questionnaire is the formal tool of asking questions directly from
respondants by which questions are asked. Information about the product is
taken from various source such as website, newapaper, etc.

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SELECTION OF THE SAMPLES

This is one of the most important step of a research design procedure.

Gemerally, in most of the marketing studies on sampe or moet of the sub group
of thr total population to the subject is included on the place of the universe.

The following things are primarily consider in the sample:-

 SAMPLE SIZE

The sample size of population is 120 respondents.

 SAMPLE POPULATION

A survey of people who either own or planr to purchase coca cola products and
on location in shaibabad only.

Page | 53
SAMPLING METHOD

 Random sampling

In statistics, a random sample is a subset of individuals (a sample) chosen from

a larger set (a population). Each individual is chosen randomly and entirely by
chance, such that each individual has the same probability of being chosen at
any stage during the sampling process.

 Convenience sampling

A convenience sample is a type of non-probability sampling method where the

sample is taken from a group of people easy to contact or to reach. For
example, standing at a mall or a grocery store and asking people to answer
questions would be an example of a convenience sample. This type of sampling
is also known as grab sampling or availability sampling.

Page | 54
MEASURMENT TECHNIQUES

This project is analyzed by taking in consideration the various data which is

been collected during the study. I was very important to analysis the data and
representing these data graphically and chronologically i.e. the data which is
collected is analyzed with the help of

 Pie chart

 Percentage tables

Pie chart:

A pie chart (or a circle chart) is a circular statistical graphic which is divided
into slices to illustrate numerical proportion. In a pie chart, the arc length of
each slice (and consequently its central angle and area), is proportional to the
quantity it represents.

Percentage:

A percentage is a number or ratio expressed as a fraction of 100. It is often

denoted using the percent sign, "%", or the abbreviation "pct."

Page | 55
CHAPTER - 5

 Data Analysis and Interpretation

 SWOT Analysis

Page | 56
 DATA INTERPRETATION OF CONSUMER

I collected opinions of One hundred twenty respondents of different areas of

Ghaziabad through survey on the basis of random. These are the following
opinions which important for study point of view:-

What is your age?

Total No. of Respondent: - 120

Age group Respondents Percentage

(in years)

05-15 15 13%

16-25 30 25%

26-35 40 33%

36-50 25 21%

Above 50 10 8%

Total 120 100%

Age
8% 13%
21%
05-15 yr.
25%
16-25 yr.
26-35 yr.
36-50 yr
Above 50 yr.

33%

From the above Pie Chart that 13% of 05-15 years, 25% of 16-25 years, 33% of
26-35 years, 21% of 36-50 years and 8% of above 50 years of age group in my
survey.

Page | 57
What is your occupation?

Total No. of Respondent: - 120

Occupation Respondents Percentage

Student 40 33%

Employed 60 50%

Unemployed 20 17%

Total 120 100%

Occupation

17%
33%

Students
Employed
Unemployed

50%

From the above Pie Chart that 33% respondents are student, 50% respondents
are employed and rest 17% respondents are unemployed.

Page | 58
Which brand do you prefer for cold drinks?

Total No. of Respondent: - 120

Brand of cold drinks Respondents Percentage

Coke 96 80%

Pepsi 24 20%

Total 120 100%

Brand of coft drinks

20%

Coke
Pepsi

80%

From the above Pie Chart it is clear that most of the respondent prefer coke
brand in which 80% respondents prefer coke, 20% respondents prefer Pepsi.

Page | 59
How many soft drinks you have drink per month?

Total No. of Respondent: - 96

Drinking capacity Respondents Percentage

(bottles per month)

0-5 27 28.1%

6-10 33 34.5%

11-15 25 26%

16-20 10 10.4%

One or more per day 01 1%

Total 96 100%

1.00%
10.40% 28.10%

0-5
6-10
11-15
16-20
26% One or more per day

35%

From the above Pie Chart it is clear that mostly people prefer 6-10 bottles per
month which is 34.5%, 11-15 bottles per month are 26%, 0-5 bottles per month
are 28.1%, 16-20 bottles per month are 10.4% and last one or more per day
only 1%.

Page | 60
Which soft drink of coca-cola do you prefer mostly for drinking?

Total No. of Respondent: - 96

Name of Soft drink Respondents Percentage

Coke 25 26%

Thumbs up 36 38%

Fanta 05 5%

Sprite 18 19%

Limca 10 10%

Maaza 02 2%

Total 96 100%

Name of soft drinks

10% 2%
26%

19%
Coke
Thumps up
Fanta
Sprite
Limca

5% Maaza

38%

From the above pie chart it is clear that mostly respondent, 38% drink thumbs
up, 26% respondent drink coke, 19% respondent drink sprite, 10% respondent
drink limca, 5% respondent drink fanta and only 2% respondent like maaza.

Page | 61
Which size of bottle would you prefer?

Total No. of Respondent: - 96

Size of bottle Respondents Percentage

200 ML 30 31%

300 ML 20 21%

600 ML 14 15%

1.25 L 20 21%

2L 12 12%

Total 96 100%

Size of bottle
12.00% 31.00%
21%

200 ML
300 ML
600 ML
1.25 L
2L

15.00%
21%

From the above pie chart it is clear that mostly respondent, 31% people prefer
200ML bottles, 21% people prefer 300 L bottles, 15% people prefer 600 ML
bottles, 21% people prefer 1.25 ML bottles and 12% peoples prefer 2L bottles.

Page | 62
Which soft drink company advertisement attracts you?

Total No. of Respondent: - 120

Company name Respondents Percentage

Coke 98 82%

Pepsi 22 18%

Total 120 100%

Company name
18%

Coke
Pepsi

82%

From the above pie chart it is clear that the advertising is the important for
increasing the sales in the mostly people attract towards coke advertisement
instead of Pepsi.

Page | 63
How well do coca-cola product’s taste?

Total No. of Respondent: - 96

Taste preference Respondents Percentage

Very satisfied 78 81%

Satisfied 16 17%

Dissatisfied 02 2%

Total 96 100%

Taste preferance
2%
17%

Very satisfied
Satisfied
Dissatisfied

81%

It is clear that 81% respondent highly satisfied from the taste of coke products,
17% respondent are satisfied only and rest which is 2% is dissatisfied.

Page | 64
Opinion of customer on availability of product in the market?

Total No. of Respondent: - 96

Availability of product Respondents Percentage

Yes 80 83%

No 16 17%

Total 96 100%

Availability of product
17%

Yes
No

83%

From the above analysis it is clear that 83% respondent said that the products
are available in the market and only 17% respondent said the products
availability is not good in the market.

Page | 65
Respondent’s opinion about satisfaction level towards company and its
products?

Extremely low Low Neutral High Extremely high

1 2 3 4 5

Total No. of Respondent: - 96

Scale Respondents Percentage

1 00 00%

2 02 2%

3 12 13%

4 20 21%

5 62 64%

Total 96 100%

Scale
2.00% 13.00%
0%
1
2
3
64% 4
21.00%
5

From the above scale it is clear the mostly people recommend this brand of soft
drinks to their friends or coeallgue. 64% respondent gave 5 pointers on scale,
21% respondent gave 4 pointers on scale, 13% respondent gave 3 pointers on
scale and 2% respondent gave 2 pointers on scale.

Page | 66
 DATA INTERPRETAION OF RETAILER

I collected opinions of One hundred Twenty respondents of different areas of

Ghaziabad through survey on the basis of random. These are the following
opinions which important for study point of view:-

Which company cold drinks are available on the shop?

Total No. of Respondent: - 120

Name of Company Respondents Percentage

Coke 90 75%

Pepsi 30 25%

Total 120 100%

Scale
25%

Pepsi
Coke

75.00%

From the above pie chart it is clear that maximum retailer shop having coke
product instead of Pepsi.75% retailer shop having coke product, 25% having
Pepsi products.

Page | 67
From which distribution channel you receive better services?

Total No. of Respondent: - 120

Company name Respondents Percentage

Coke 96 80%

Pepsi 24 20%

Total 120 100%

Company name
20%

Coke
Pepsi

80%

From the above analysis it’s says that mostly retailer shop having good services
from the coke which is 80% and 20% respondent said that Pepsi gave good
services

Page | 68
Are you aware of credit scheme of coca-cola?

Total No. of Respondent: - 90

Scheme awareness Respondents Percentage

Yes 70 78%

No 20 22%

Total 90 100%

22%

Yes
No

78%

From the above pie chart it analysis that 78% of respondent awareness about
the scheme given by the company and rest 22% does not aware about that
scheme.

Page | 69
What percentage of Discount Company is provided?

Total No. of Respondent: - 90

Discount percent Respondents Percentage

0-10% 30 33%

11-20% 40 45%

21-30% 17 19%

More than 30% 03 03%

Total 90 100%

Discount percent
3%
19% 33%

0-10%
11-20%
21-30%
More than 30%

45%

From the above data it is clear that 33% respondent having 0-10% discount,
45% respondent having 11-20% discount, 19% respondent having 21-30%
discount and rest 3% having more than 30% discount.

Page | 70
What kind of facility provided by the company to store cold drinks?

Total No. of Respondent: - 90

Storage facility Respondents Percentage

Visi cooler 60 67%

Ice-box 10 11%

None 20 22%

Total 90 100%

22%
Sales

Visi cooler
Ice-box
None
11%
67%

From the above analysis mostly shops having visi cooler which is 67% for
storage of soft drinks, 11% shops having ice-box for storage of soft drinks and
there are also 22% shops, which don’t have anything for storage.

Page | 71
Satisfied with stock maintenance of coca-cola brand?

Total No. of Respondent: - 90

Stock availability Respondents Percentage

Yes 85 94%

No 05 06%

Total 90 100%

Stock availability
6%

Yes
No

95%

From the above data it is clear that the company provides stock availability in
any retailer shop in advance. 94% respondents are satisfied with stock
availability but 6% respondents are not satisfied.

Page | 72
Are you satisfied with promotional scheme of coca-cola?

Total No. of Respondent: - 90

Promotional scheme Respondents Percentage

satisfaction

Yes 75 83%

No 15 17%

Total 90 100%

Sales
17%

Yes
No

83%

From the above data it is clear that 83% respondents are satisfied with
promotional scheme of company but there are some respondents which are not
satisfied with promotional scheme which is 17%.

Page | 73
Respondent’s opinion about satisfaction level towards company
services and its products?

Total No. of Respondent: - 90

Satisfaction level Respondents Percentage

Highly satisfied 30 33%

Satisfied 40 45%

Normal 18 20%

Dissatisfied 02 02%

Highly dissatisfied 00 00%

Total 90 100%

Satisfaction level
2%
20% 0%
33%

Highly satisfied
Satisfied
Normal
Dissatisfied
Highly dissatisfied

45%

From the above information it is clear that 33% respondent are highly satisfied,
45% respondent are satisfied, 20% respondent are normal and only 2%
respondent are dissatisfied.

Page | 74
 SWOT ANALYSIS

STRENGTHS

DISTRIBUTION NETWORK

The Company has a strong and reliable distribution network. The network is
formed on the basis of the time of consumption and the amount of sales yielded
by a particular customer in one transaction. It has a distribution network
consisting of a number of efficient salesmen, 700,000 retail outlets and 8000
distributors. The distribution fleet includes different modes of distribution,
from 10-tonne trucks to open-bay three wheelers that can navigate through
narrow alleyways of Indian cities and trademarked tricycles and pushcarts.

Page | 75
STRONG BRANDS

The products produced and marketed by the Company have a strong brand
image. People all around the world recognize the brands marketed by the
Company. Strong brand names like Sprite, Fanta, Limca, Thums Up and Maaza
add up to the brand name of the Coca-Cola Company as a whole. The red and
white Coca-Cola is one of the very few things that are recognized by people all
over the world. Coca-Cola has been named the world's top brand for a fourth
consecutive year in a survey by consultancy Inter brand. It was estimated that
the Coca-Cola brand was worth$70.45billion.

LOW COST OF OPERATION

The production, marketing and distribution systems are very efficient due to
forward planning and maintenance of consistency of operations which
minimizes wastage of bothtime and resources leads to lowering of costs.

 Improved quality control.

 Latest technology.

 Heavy investment in both infrastructure and sales promotion campaigns.

 Modified and attractive packaging.

 Strong advertising network.

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WEAKNESSES

LOW EXPORT LEVEL

The brand produced by the company are brands produced worldwide thereby
making the export levels very low. In India, there exists a major controversy
concerning pesticides and other harmful chemicals in bottled products
including Coca-Cola. In 2003, the Centre for Science and Environment (CSE),
a non-governmental organization in New Delhi, said aerated waters produced
by soft drinks manufacturers in India, including multinational giants PepsiCo
and Coca-Cola, contained toxins including lindane, DDT, Malathion and
chlorpyrifos- pesticides that can contribute to cancer and a breakdown of the
immune system. Therefore, people abroad, are apprehensive about Coca-Cola
products from India.

SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO

INVEST AND ACHIEVE ECONOMIES OF SCALE

The Company’s operations are carried out on a small scale and due to
Government restrictions and ‘red-tapism’, the Company finds it very difficult
to invest in technological advancements and achieve economies of scale.

 Gaps in distribution system during peak season

 Same old distributers, co loosing grip from many such markets.

 Fear of retrenchment among the workers.

 Customer satisfaction level goes down during peak season.

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OPPORTUNITIES

LARGE DOMESTIC MARKETS

The domestic market for the products of the Company is very high as
compared to any other soft drink manufacturer. Coca-Cola India claims a 58
per cent share of the soft drinks market; this includes a 42 per cent share of the
cola market. Other products account for 16 per cent market share, chiefly led
by Limca. The company appointed50,000 new outlets in the first two months of
this year, as part of its plans to cover one lakh outlets for the coming summer
season and this also covered 3,500 new villages. In Bangalore, Coca-Cola
amounts for 74% of the beverage market.

EXPORT POTENTIAL

The Company can come up with new products which are not manufactured
abroad, like Maaza etc and export them to foreign nations. It can come up with
strategies to eliminate apprehension from the minds of the people towards the
Coke products produced in India so that there will be a considerable amount of
exports and it is yet another opportunity to broaden future prospects and cater
to the global markets rather than just domestic market.

HIGHER INCOME AMONG PEOPLE

Development of India as a whole has led to an increase in the per capita income
thereby causing an increase in disposable income. Unlike olden times, people
now have the power of buying goods of their choice without having to worry
much about the flow of their income. The beverage industry can take advantage
of such a situation and enhance their sales.
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  Highly potential and huge market.

 Highly potential untapped rural market.

 Distribution gaps and can be rectified by appointing new

distributor and more effective coverage of outlets.

THREATS

IMPORTS

As India is developing at a fast pace, the per capita income has increased over
the years and a majority of the people are educated, the export levels have gone
high. People understand trade to a large extent and the demand for foreign
goods has increased over the years. If consumers shift onto imported beverages
rather than have beverages manufactured within the country, it could pose a
threat to the Indian beverage industry as a whole in turn affecting the sales of
the Company.

TAX AND REGULATORY SECTOR

The tax system in India is accompanied by a variety of regulations at each stage

on the consequence from production to consumption. When a license is issued,
the production capacity is mentioned on the license and every time the
production capacity needs to be increased, the license poses a problem.
Renewing or updating a license every now and then is difficult. Therefore, this
can limit the growth of the Company and pose problems.

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SLOW DOWN IN RURAL DEMAND

The rural market may be alluring but it is not without its problems: Low per
capita disposable incomes that is half the urban disposable income; large
number of daily wage earners, acute dependence on the vagaries of the
monsoon; seasonal consumption linked to harvests and festivals and special
occasions; poor roads; power problems; and inaccessibility to conventional
advertising media. All these problems might lead to a

slowdown in the demand for the company’s products.

 Stiff competition.

 Illegal distribution done by some unauthorized fat dealers.

 Changing of consumer preference.

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CHAPTER - 6

 Findings & Analysis

 Recommendation

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 FINDINGS

1. “Coca- Cola works on dikega to bikega” philosophy.

This is the main formula of the marketing strategy of each company. So

availability of product in the market is clear. For this reason market developer
daily come in market to check their product availability.

2. Focus on availability of products in outlets.

There is big difference between the availability of products in market & outlets.
Coca-Cola want that their product displayed in each outlet in market so it is
important that the product first available in market after than it put on outlets.

3. Focus on visibility of coke product in outlet

The aim of Coca-Cola is that its product should be visible for the customers so
company gives to retailers racks so many display items. Now days the
company is giving visi coolers to retailers for visible their chilled product in
market for more sales.

4. Regular market vigilance by market developer

To know the position of Coke’s product in the market coca-cola appoint some
executive those going market & check availability, visibility of product, take
care companies assets, check visi coolers and talk to shopkeeper & take
feedback about their product. Distribution of product according locality. Coca-
cola Company distributes their schemes according to area. Area or place where
soft drinks sold in a large manner, on those place company gives good schemes
to shopkeeper and retailer. Place like railway station bus stand are consider in

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this category and place which have low selling where company gives
small schemes to the shopkeeper.

5. Extra focus on monopoly outlets

Outlets which only sales coca-cola product and gives good sale to company,
Are consider in this category company gives extra schemes, discount and other
gift to these shops and tries to keep them happy and make long relationship.
Problem of these kinds of outlets resolve as soon as possible

6. Aggressive advertisement

Coca-cola use the concept of aggressive advertises for sales promotion.

Company introduces different schemes and advertises them with electronic and
print media. These advertisements build Brand image and establish awareness.
Brand ambassador play an important role. Brandambassador encourage the
today youth to trust their instincts, influence them. Successful advertisement
campaigns like “taaza mango, maaza mango” and “bottle mein aam, maaza
hain naam” . Help lot to make market image of maaza. Coca-cola advertising
cam Gains Jo Chaho Ho Jaye. & Life Ho To Asi was very popular & had
entered in youth vocabulary.

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 ANALYSIS

•Focus on availability of products in market.

•Focus on availability of products in outlets.

•Coke products visible for consumers.

•More focus in rural area.

•Regular market vigilance by market developer.

•Distribution of product according locality.

•Extra focus on monopoly outlets

.
•Aggressive rural area advertisement.

•Target core brands.

•Satisfy market priorities.

•Focus on villages’.

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 RECOMMENDATION

On the basis of above study following suggestions can be given:

 Perform a detail survey at regular interval to know about the unique

needs and requirement of the customer.

 The company should make hindrance free arrangement for its

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

 The company should focus to bring some more flavor and variety of
schemes rather than bring second and repeat some old one. It is always
better to be first than better being.

 It is observed that people less sweet cold drink. So the coca-cola

company should think about bringing innovations in their products.

 The company must be aware of and keep at least the latest knowledge of
its primary competitors in market and try to make perfect anticipated
efforts to meet the same

 The company should also use time to time some more and new attractive
system of word of mouth advertisement to keep alive the general
awareness in the whole market as a whole.

 The company should be always in a position to receive continuous

feedback and suggestions from its customers

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 The market and try to solve it without any delay to establish its own
good credibility.

 The visibility of any product plays an important role in making the

customer, aware about it and is vital for the growth and development of
any product.

 For their advertisement they can also introduce a brand ambassador,

because most of the consumers remember advertisement because of
their brand ambassador.

 A strong watch should be kept on distributors also, because in some

cases they are found to be cheating the retailers and affecting
the goodwill of the BRAND.

 Find purity Coca-Cola visi coolers.

 Found so many outlets they want visi coolers from Coca-Cola.

 Some retailers complain about the service &repair of coolers.

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CHAPTER - 7

 Conclusion
 Limitations
 Bibliography
 Appendices

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 CONCLUSION

During the course of the project I realized that the customer willingly answered
the closed end questions. From the analysis of the data collected and from the
experiences I have reached the following conclusions: COKE is most popular
amongst its users mainly because of its TASTE, BRAND NAME,
INNOVATIVENESS. Thus it should focus on good taste so that it can capture
the major part of the market. But most of the consumers prefer THUMSUP as
their 1st preference, and then COKE we comes to the conclusion that visibility
affects the sales of project in a very special way. And in terms of
the advertisements lays is lacking behind,. Mostly consumers remember the
advertisement because of the frequency of add and brand ambassadors,
creativity. After acquiring a new customer, there is lot of importance of its
retention also. This can be done only by providing extra flavors and good taste
in today’s scenario, customer is the king because he has got various choices
around him. If you are not capable of providing him the desired result he will
definitely switch over to the other provider. Therefore to survive in this
cutthroat competition, you need to be the best. Customer is no more loyal in today’s
scenario, so you need to be always on your toes. We feel that there is cutthroat
competition between COKE AND THUMS UP so to be on top of mind of the
customers they need to do something outstanding every time.

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 LIMITATION OF THE STUDY

(i) Limitation of time:-

The time allowed for the study was not sufficient, so it was not possible
to adopt full methodology within the stipulated time.

(ii) Limitation of finance:-

It had not been possible to make in depth study in above respect due to
the limitation of finance.

(iii) Limitation of area:-

It was not possible to survey the Sahibabad due to the lack of time and
finance.

(iv) Some other Limitations:-

(a) More stress was given on primary data as it was difficult to

collect secondary data from organization.

(b) The result of Survey are based upon crucial assumptions like -

 The respondents know the right answer to the question put to

them.

 They are willing to give the right answer.

(c) All the conclusion and suggestion will be made in the feedback
obtained from survey on the basis of responses given by
respondents.

In spite of all those limitations efforts were made on my part to come

out with whatever possible information was gathered and give view/points on it
in the form of suggestion at the concluding part of this project.

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 BIBLIOGRAPHY

All the information needed to complete this project is obtained from the
following sources:

1. Company Website:
www.coca-cola.com

2. Search Engines:

 www.google.com
 en.wikipedia.org

3. Retailers

4. Consumers

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 APPENDICES

QUESTIONNAIRE FOR COMSUMER

Name:

1. What is your age?

(a) 05-15 (b) 16-25

(c) 26-35 (d) 36-50

(e) 50 above

2. What is your occupation?

(a) Student (b) Employed

(c) Unemployed

3. Which brand do you prefer for cold drinks?

(a) Coke (b) Pepsi

4. How many Coca-Cola you have drink per month?

(a) 0-5 (b) 6-10

(c) 11-15 (e) 16-20

(f) One and more per day

5. Which soft drink of coca-cola do you prefer mostly for drinking?

(a) Coke (b) Thumbs up (c) Fanta

(d) Sprite (e) Limca (f) Maaza

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6. Which size of bottle would you prefer?
(a) 200 ML (b) 300 ML (c) 600 ML

(d) 1.25 L (e) 2 L

7. Which soft drink company advertisement attracts you?

(a) Coca-Cola (b) Pepsi

8. How well do coca-cola product’s taste?

(a)Very satisfied (b) Satisfied

(c)Not satisfied

9. Opinion of customer on availability of product in the market?

(a) Yes (b) No

10. Respondent’s opinion about satisfaction level towards company and its
products?

Extremely low Low Neutral High extremely high

1 2 3 4 5

11. Any another opinion about Coca-Cola?

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QUESTIONNAIRE FOR RETAILERS

Name:

Address:

1. Which company cold drinks are available on the shop?

(a) Coke (b) Pepsi

(c) Both

2. From which distribution channel you receive better services?

(a) Coke (b) Pepsi

3. Are you aware of credit scheme of coca-cola?

(a) Yes (b) No

4. What percentage of Discount Company is provided?

(a) 0-10% (b) 11-20%

(c) 21-30% (d) More than 30%

5. What kind of facility provided by the company to store cold drinks?

(a) Visi cooler (b) Ice-box

(c) None

6. Satisfied with stock maintenance of coca-cola brand?

(a) Yes (b) No

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7. Are you satisfied promotional scheme of coca-cola?
(a) Yes (b) No

8. Respondent’s opinion about satisfaction level towards company services

and its products?

 Highly Satisfied
 Satisfied
 Normal
 Dissatisfied
 Highly dissatisfied

9. Any other suggestion

……………………………………………………………………………
…………………………………………………………………………

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