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Table of Contents

Abstract Page no.

Chapter I

 Objectives / Hypothesis 2
 Introduction 3

Chapter II

 History of coca cola 4

 Coke’s marketing strategies 9
 Research design/ methodology 39
 Research objective 40

Chapter III

 Process of data collection 55

 Data Analysis 57

Chapter IV

 Limitations of the study 88

 Conclusion and recommendations 89
 Suggestions for future research 91

Appendix

 Conclusion 92
 Questionnaire 93
 Bibliography 95

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OBJECTIVES OF THE RESEARCH

a. To understand consumer preference, their problems suggestions & modifications.

b. Reason for their purchase of particular brands

c. Market share of various brands

d. To know dealer’s suggestion, comments what more they require from company.

e. To gather problems of modifications, alternation needed by average consumers from

company.

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INTRODUCTION

Saket Sales & Distribution Pvt. Ltd is a franchisee of Coca cola international which manufacture coca

cola products coca cola industry is a U.S.A. based multinational company which produce soft drink

and also interfere in the fields of food ( snacks). When India left the ban from the international soft

drink manufactures coca cola was the fist company who joined Indian market with there tow flavour

i.e. coca cola (Cola), 7 UP (clear lemonade). That time COCA COLA have competition with only

thumps Up. As coca cola starts to dominate the thumps up products. In 1993 Coca cola international

entered the Indian market and had collaboration with thumps up. Now thumps up are the owned brand

of coca – cola.

They have joined Indian market with coke (cola) and fanta (orange). At present there is a great

competition in the field of soft drink industry and advertising war is continue between COCA COLA

& PEPSI. Both companies want to dominate each other in advertising world. COCA COLA is one step

ahead the Pepsi. They are the global sponsors of cricket world cup 1999 while the coke was the

official cold drink of wills world cup 1996. but COCA COLA prepare a brilliant aid with slogan “

Nothing official about it” and gain a great advantages. This competition is very good soft drink

industry and consumer as well. At present Coca cola and coke have balanced market share in Indian

market.

Coca cola also brought in celebrities which further emphasized their business all over India. The most

effective was with the introduction of Amitabh Bachan, Shahrukhan, Kareena kapor, Amir Khan and

Ricky martin . Further, coca cola is used to sponsoring various corporate and cultural events all over

India, which help to create brand awareness among to user groups.

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HISTORY OF COCA COLA

Coca-Cola was formulated in 1886 by Dr. John Pemberton, a Pharmacist in Atlanta, Georgia. The

drink was , sold ad refreshing elixir at the fountain counter of Jacob’s Pharmacy of which

Dr. John Pemberton was part owner, unaware that the pharmacist had given birth to caramel

colored syrup which is now the chief ingredient of the world’s favorite drink. Today the

white-on-red flow of Coca-Cola is familiar sight in more then 195 countries. The syrup

combines with the carbonate water to fuel a $16.2 billion corporation that has captured a 46%

S lice of the global soft drinks market. The company estimates that the drink is

served more than 773 million times every day and if all Coke ever produced were filed in

standard bottles and placed end to end it would wrap around the equator 21, 161

times.

The story of Coca-Cola is a story of a drink and its charm with the consumer. The story of

ecstasy and again that the drink has caused to those dedicated to its growth Pemberton first m an ag ed

t o s el l a nd a ve ra ge o f 9 dr in ks p er da y, th ou gh a shop called Jacob’s pharmacy, in

1891, Candler bought Coca cola for $ 2,300. The year after align with four companies

he formed the Coca-Cola company with the initial stock of $100,000. Coca-Cola was

registered at the US patent office in 1893, and began selling at soda fountains for 5

cents a glass of therapeutic refresliment 1894, 1 got into bottles, courtesy a candy merchant

Joseph Boedenharn of Mississippi.

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Five years later; the drink was being bottled on a regular basis under a region wise

frairclrising system; and its l u s t competitor Pepsi cola, Coca-Cola’s first bottling plant

opened in Chatanooga, Tennessee followed by another in Atlanta in 1900. The unique taste

of cola was an outstanding success. Over the next two decade the number of

plants crossed 1000. In a bit to difference the product, the company adopted 6.5 ounce,

pale green contour bottle designed by the root glass company of Terri Haute, Indiana. Today it is an

intrinsic part of the brand.

The company broadened its horizons when Robert Wood the son of a banker who acquired to

Company for $25 million in 1919, assumed charge in 1923. tie began by upgrading bottling

operations, brought in innovations like a six-bottle carry home carton, and gear 111) advertising

support. It Was Under Wood Ruff that the brand. Known affectionately as coke by now associated it

self with sportive events. By the early 1940’s the brand was selling as the “real thing” to set it self

apart from “me to” Cola’s.

As a time went by the company brought out some new aerated drinks. The first one “Manta” appeared

in the selves in 1960.

Its birth was an accident, the company’s German name is an attempt to produce Coca Cola without

some key ingredients, turned out into an orange flavored drink instead. Its strategists who feared the

dependence on just one put a cap on growth welcomed it. While Fanta was being rolled out the

company bought minute made corp. Which in 1967 was combined with Duncan foods to pave way for

the Coca-Cola foods. Several beverages followed the most notable being ‘sprite’, a lemon drink

developed in the late 1950 and formally launched in 1961.

Coca-Cola had diversified the company into businesses and it even had a steam generator and boiler

making division. Robert C Goizueta, Cuban born 27 years veteran took over as the Coca-Cola unlike

Pepsi Company depended on a single brand.

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The best insurance policy that he figured was to let coke evolve to the summer slacking it with

variants, even reinventing if needed. In 1982, the company launched what is now considered among

the world’s most successful brand extensions ‘Diet Coke’, under the leadership of Sergio Zyman, the

head of us marketing. The idea was to retain the loyalty for the Health conscious drinker who loved

the taste but hated the calories. After this it came out with caffeine free versions of its main drinks. Yet

in the US the company kept losing ground to Pepsi. Zyman, a former Pepsi marketer argued that the

correct strategy was to replace 98 year old with better tasting cola, label it as “New Coke” and blare

the news which is exactly what the company did more than a decode ago in 1985. But when placed on

the shelves it did not budge. On wide spread protest it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta and sprite account for most of its

sales. In 1994, the real thing’s coke sold over 52.5 billion liters. For the taste of it diet coke along with

Coca-Cola light sold 8.5 billion liters, which makes it the world’s two top non cola drinks sold over

6.5 billion liters each. Which sprite aimed at the independent youngster two does not care what as

others drink (the as line “obey you’re a thrust”). In 1993, Coca-Cola reentered India after a 16 years

long exile, four years Pepsi made its debut India. While Coke plays on brand nostalgia, Pepsi address

the young crowd, which unlike a in America is a dominate ort if the population here.

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SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 1000 million people, the

Indian soft drinks market was only of 200 cases per year. This was very low even compared to

Pakistan and Philippines. Population and potential market are two major reasons for major

multinational companies of entering India. They feel that a huge population coupled with low

consumption can only lead to an increase in the soft drink market. Another increase in the sale of soft

drinks in the scorching heat and the climate of India, which is suitable for high sale of soft drinks. All

these factors together have contributed to a 30% growth in the soft drinks industry. If the demand

continues growing at the same rate, within two years the volume could touch 1 billion cases. All these

factors are the reasons for the entry two giant of the soft drink industry of the world to enter the Indian

market. These two giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink market share.

Rest is shared by Cadbury’s Schweppes, Campa Cola and other soft drink brands. But was the scene

same 20 years ago? The answer is No. 1970 was the year of pure soft drinks Campa cola and Parle

people (Thums up and Limca).

Soft drink consists of a flavor base, sweetener amid carbonated water. In general terms non-alcoholic

drinks are considered as soft drinks this name soft drink was given by Americans as against hard

which is mainly alcoholic.

The major participants involved in the production and distribution of soft drink are concentrate and

syrup producers, bottlers and retail channel. Concentrate producers manufacture basic soft drink

flavors and retail channel refers to business location that tells or serves the products directly to

consumers.

Soft drink is not a product, which a person plans to buy before hand, but is an impulse purchase. Lots

of sale depends upon the strength of merchandizing done at the point of sale.

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It all begin in 1977, a change in government at the center led the exit of Coca-Cola which preferred to

quit rather to dilute its equity to 40% in compliance with the Foreign Exchange Regulation Act

(FERA). The first national cola drink to pop up was double seven. Delhi oil coke’s exit, switched over

to Campa Cola.

The beginning of 1980’s saw the birth of another cola drink, Thums up, Parle the Gold spot people,

launched it in 1978-79, as “Refreshing Cola”. By the mid-eighties Mc Dowells launched Thrill, and by

the late eighties three was Double Cola, which entered in India market, as a NRO-run out fit with its

plant in Nasik { Maharastra }, in 1978 Parle, Indian soft drink’s. market (share 33%) with its gold spot

and Limca brands. Later Thums Up also started ‘Thums Up. At the same time the threat to the Indian

soft drinks was that of fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 crores and grew

at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 crore soft drink market { i.e. 5 Parle

Export brands of Thums Up’s Limca Gold spot, Citra & Maaza }.Today the scene has changed making

it a direct battle between two giant Coca-Cola and Pepsi. The picture will become clearer by looking at

the India market shares in the beverage industry.

One of the strongest weapons in Coke armory is the flexibility it has empowered its people with.

In Coke every employee, may he be a manager or salesman, have an authority to take whatever steps

lie or sloe feels will make the consumers aware of the brand and increase its consumption. Thus Coke

believes in establishing and nurturing creditability of the salesman and making commitment to grow

business in accounts. All these factors together led to a high growth in the Indian market and

constantly increasing market share.

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COKE’S MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends them a local flavor.

For example, while festival mood plays a strong role in marketing, it is activated for Durga

Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on the youth market in

India.

As a first step toward catching the attention of the youth, coke signed on cricket heroes Saurav

Ganguly a n d Virendra Sehwag. It slowly started talking about youth passions like cricket,

films, festivals and food. Soon the advertisements started giving the message, “Eat

Cricket, Sleep Cricket, Drink only Coca-Cola” And now it has started modifying film

hits to frame catch lines that appeal to the youth. ‘This particular strategy has

worked well for coke.

Coke is focused on distribution to ensure that its products are within customer ’s

reach. And it saves its focus has begun to pay it dividends. As per mid-2008 figures

coke is selling as many bottles in the hinterland of Punjab as it does the four metros.

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THE FUTURE OF COCA COLA

While doing business overseas offers Coke wonderful growth opportunities it also has its

own disadvantages. The economic slowdown in various overseas markets and the

strong dollar had their impact on Coca-Cola revenues and bottom line in 2009. But the company

optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca Cola Company says, “This past

year 2009 has been a challenging period for the Coca-Cola Company as ecoiioinic

environment became more uncertain in the later part of 2009, we strongly believe that

our fundamental opportunities for long term growth have not changed”.

As long as maximization of share holder wealth remain Coke’s focus for its future is assured

Goizueta had stated and proven to the world that focus on shareholder wealth does more good

to the company than focus on revenues and it is not that coke does not enjoy volumes for

it is world’s No.1 soft drink manufacture. It is not content with this title and is aiming at

higher volumes year after year. Surely coke will continue to grow. Point on Roberto

had reduced the company basically to its trademark and the returns are so

astronomical as to be off the boards. It just absolutely added a jet engine to their

performance.

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COCA COLA GLOBALIZATION STRATEGIES

The Coca-Cola Company is global player and approximately 70 % of its volume and 80 % of

its profit come from outside the United States of America. Although it was perceived as a

standardized brand across the world, Coca-Cola had been quietly fine turning its

international marketing strategies to suit the needs of individual national markets.

Only the brand Coca-Cola, sprite and Fanta were marketed globally. In Latin America

and Europe, where a heavy consumer preference existed for lemon lime and orange

sodas. Coke had developed a wide range of formulations and flavors to cater the needs of

different countries. In El Salvador and Venezuela, a version of Fanta called Fanta Kolita a

cream soda type of drink became extremely popular. Similarly, in Indonesia Coke had

been selling pineapple and banana Limca, Maaza and Thums Up in 1993.

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COCA COLA ANCHOR BOTTLERS

One of the driving forces behind coke’s bottling system are that is anchored by 10 strategically

signed business partners of the Coca-Cola Company, the anchor bottlers.

Anchor bottlers are a group of select companies throughout the Coca-Cola system that are

distinguished by

 A pursuit of the same strategies aims as the Coca-Cola Company in the development

of the non-alcoholic beverage business.

 A commitment to long term growth.

 Equity position by the Coca-Cola system.

 Service to a large, geographically divers area.

 Sufficient financial resources to make long-term investments.

 Management expertise and depth.

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DISTRIBUTION IN THE COCA-COLA SYS TEM

GETTING PRODUCTS TO MARKET

One of the values of the coca-cola system is presence that coca cola should exist everywhere. In

the words of former CEO India operations - Richard Nicholas, “Our goal is to have coke

available within an arm’s reach of desire”. To fulfill this goal, coca-cola not only produces

products, but also has an effective systems to distribute in the all over India.

DISTRIBUTION

Distribution Sales + Delivery + Merchandising + Local Account Management.

Distribution of Coke’s products includes the activities of sales, delivery merchandizing and local

accounts management. These are two major types of distribution systems

I)DIRECT AND INDIRECT

In direct distribution, the bottler partner direct control over the activities of sales, delivery,

merchandizing and local account management.

In indirect distribution, an organization which is not a part of the coca-cola system has

control of one or more of the distribution elements (sales, merchandizing and local accounts

managements).

With direct distribution there are two types of sales:

ADVANCED SALES AND CONVENTIONAL SALES

In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and Local

Accounts Management) are performed by the same persons.

In advanced sales, sales and delivery are performed by different people within the coca-cola system

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MERCHANDIZING

One the products are delivered to the customer’s they are promoted at the point-of-purchase

to maximize the company’s sales opportunities, merchandizing involves looking at the presentation of

the products through the eyes of the consumers. It is ail on-going process that help the

company present its products properly to the consumers in the market place for

instance, is the display attractive? Are the product neatly organized.

PRESENTING THE PRODUCTS

They are as follows: -

 Secondary Display

 Coolers

 Vending Machines

 Post Mix / Pre Mix

INDIA’S RELATIONSHIP WITH COCA-COLA

Just after independence, the Maharaja of Patiala oversaw his coca-cola hoarding from his huge, ornate

palace, Coca-Cola export representative Frank Harrold, was awed by the Maharaja’s opulent life style.

In 1993 after coca-cola returned to India after a 16 year absence (George Fernandes threw the

company out of the country in 1977 on the pre text that it had refuse to divalge its formula to Indian

officials), CEO of the Coca-Cola company, Robesto boirueta “Salivated over a virtually untapped

market of 840 million people”.

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PROMOTION : THE COCA-COLA WAY

Goal for the 90’s

“To place coca-cola within an arm’s reach of desire.

CONSUMER ACTIVITY CLUSTERS: -

 Grocery shopping

 Other shopping & services

 Eating and drinking

 Entertainment / Recreation / Leisure

 Travel / Transportation / Hospitality

 Educational

 At Work

THE 3A’S: -

The strategy for reaching in creasing numbers of consumers in India is based on the

belief that consumers will buy our products it they are Available, Affordable a n d

Acceptable.

STRATEGIES FOR THE 3A’S

 Focus on the consumer and customer.

 To provide quality customer services, and caring about the quality of performance in

respective jobs.

 Caring enough about what we do, to it the best we know how.

The 3A’s is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of

consumer ’s. How does coke position its limited resources to help meet its good? Let us

explore the specific ways in which the Coca-Cola system addresses each of the 3A’s.

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AVAILABILITY

Some of the ways in which, the Coca-Cola Company hopes to increase availability of its

product include improved or innovative packaging, dispensing systems, distributions

system, marketing.

AFFORDABILITY

The ways to address affordability include pricing decisions, as well as resource management.

To make its product available at a price affordable to the consumer. Continuall y processes more

efficient and therefore more cost-effective.

ACCEPTABILITY

Making coca-cola brand products the beverage choice for any occasion’s depends on a

variety of strategies to reach the target audience. The common strategies adopted to

effect acceptability which youth market activities, community programs, and other

activates.

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THE IMAGE
The image is communicated all around the world in advertisement on media such as newspaper,

magazines, radio and televisions. The list goes on..

However, image is much more just advertising every person working within the coca-cola system is

part of the image whether one is involved in creating its advertising making its quality products or

selling merchandizing and distributing its beverage their hard work and aptitude will say something to

the people about its product.

Coca-cola system flow chart

Raw material

Coca-cola Company

Bottler

Customer

Consumer

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Since our first soda fountain sales in 1886, we have played a role in driving marketplace innovation

and catalyzing growth in local economies where we operate. Today we lead the beverage industry with

more than 500 beverage brands across the world – including four of the top five sparkling brands. But

while our business opportunities are enormous, our commitment to the consumers and the

communities in which we operate is even greater.

Atul Singh, President & CEO, India and South West Asia leads the Company’s operations in India,

Nepal, Bhutan, Bangladesh, SriLanka and Maldives. In our journey to become a profitable, sustainable

growth company, our management structure has evolved to sharpen external focus on the marketplace

with greater speed, productivity and effectiveness.

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STORY

“THE BEGINNING STORY

John Styth Pemberton first introduced the refreshing taste of Coca-Cola .

pharmacist concocted a caramel-colored syrup in a three-legged brass kettle in his

backyard. He first "distributed" the new product by carrying Coca-Cola in a jug

down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass

of Coca-Cola at the soda fountain. Whether by design or accident, carbonated

water was teamed with the new syrup, producing a drink that was proclaimed

"Delicious and Refreshing."

The first glass of Coca-Cola was served in 1886 to the customers of "Jacobs'

Pharmacy" in Atlanta.

The drink wasn't bottled yet, but it was made out of a thick syrup, mixed with

carbonated water.

Soft drinks just became popular that time, they were developed by chemists,

who continually tried to invent new products. Besides medicines and other

chemical products, they also experimented with soft drinks, which were

sold at a bars. In summertime, it becomes very hot in the south of the USA.

The soft drink-salesman who owned a "soda fountain" in a pharmacy,

made a good living. "Doc" Pemberton never had an idea of the success of

the syrup he made. He died in 1888 after he sold his share of Coca-Cola.

When the syrup made by Pemberton appeared to be liked by the customers of the local

soda-fountains, he decided to produce and sell it.

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Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested

the name and penned " Coca-Cola" in the unique flowing script that is

famous worldwide today. Mr. Robinson thought "the two C's would look

well in advertising." This name and way of writing is most likely one of

the secrets for the success of this soft drink. Robinson took the two

ingredients coca and kola, because he liked the alliteration, and changed

the K of Kola into

a C.

Then he connected the two words with a little dash. In his own graceful

handwriting he wrote down the new name. How could he ever have

expected that this way he wrote down the best known trademark in the

world... From the beginning, the color red dominated the logo, supported

by the colors green and yellow. The famous waving ribbon was added in

1970 to underline Coca-Cola's image as an always young, dynamic,

popular and international drink.

In 1886, sales of Coca-Cola averaged nine drinks per day. That first year, Dr.

Pemberton sold

25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive

color associated with the No. 1 soft drink brand ever since. For his efforts, Dr.

Pemberton grossed $50 and spent $73.96 on advertising.

First bottler of Coca-Cola. In the summer of 1894, Joseph Biedenharn, a 28 year-old

candy merchant from Mississippi, offered the first bottle of " Coca-Cola." It was

originally sold at just soda fountains. The first type of bottle "Coke" came in was the

Hutchinson stopper-type glass bottle that utilized an iron stopper and rubber washer.

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Joseph Biedenharn, the first bottler, originally used this type of bottle " Coca-Cola" was

usually written in script or block print in the glass front. The latest type of bottle used is

known today as the "hobbleskirt" or contour bottle. The bottle was invented specifically

for " Coca-Cola" by the Chapman Root Glass Company in Indiana. They modeled the

bottle after a cocoa bean. The bottle was first patented on November 16, 1915, and

renewed on December 25, 1923. The actual shape of the bottle was patented in 1960.

Coca-Cola and the WWII. General Eisenhower sent a telegram requesting 10 "

Coca-Cola" bottling plants for the troops overseas on June 29, 1943. At the

beginning of the war, Robert Woodruff, president of The Coca-Cola Company,

issued an order to "see to it that every man in uniform gets a bottle of Coca-Cola

for five cents wherever he is and whatever it costs the Company." At the outbreak

of WWII, " Coca-Cola" was bottled in 44 countries. At the close of the war, 64

additional bottling plants had been shipped abroad to be as close as possible to

combat areas in Europe and the Pacific. The presence of " Coca-Cola" did more

than lift the morale of the troops. In many areas, it gave local people in those

countries their first taste of "Coke" and paved the way for unprecedented

worldwide growth for " Coca-Cola" after the war. More than five billion bottles of

" Coca-Cola " were consumed by military personnel during World War II. When

WWII began, The Coca-Cola Company's use of sugar in the manufacturing of

syrup for civilian consumption was restricted to 50% of its prewar average due to

rationing. The rationing ended in August, 1947.

Mr. Coca-Cola, Robert Woodruff...

For over 60 years Robert Woodruff was the leading man at The Coca-Cola

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Company. Under his inspiring leadership, the sale of Coca-Cola increased

from 6 million glasses in 1923, to 50 million glasses worldwide a day. (in

1994, The Coca-Cola Company sold 773 million glasses of soft drink a day,

Fanta, Sprite, etc. included..)

He thought it his task to enable everyone in the world who was thirsty to

enjoy a glass of Coca-Cola. A goal he almost completely achieved.

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PRODUCT PROFILE

The product range of the coke has listed brands:

Coke: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Thums up: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Fanta: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Mazza: 300ml, 2lt.

Diet coke: 300ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml

Kn. Water: 500ml, 1lt, 2lt

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POPULAR PUNCHLINES OF COCA COLA PRODUCTS

Coca Cola Thanda mutlab coca cola.

Jo chahe ho jaye coca cola enjoy

Thums Up I want my thunder,

Thums Up taste the thunder

Fanta Kuch bhi ho sakta hai,

Masti ka apna taste

Limca Take it easy,

Lime n’ lemoni limka

Maaza Bottle me aam maaza hai naam,

Yaari dosti, taaza maaza

Sprit Dikhawe pe mat jao apni akal lagao,

Sprite bujhaye only pyaas, baki all

bakwas

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DESCRIPTION OF PRODUCT
COCA COLA:

Coca Cola is strongest brand among all brands, being sweet in taste and is world wide famous for its

sweet ness mixed with strongest.

Some time ago there were changes made in old formulas but it was not accepted and company had to

reintroduce the first one.

Coke available in different volumes:

200 ml glass bottle

300 ml glass bottle

350 ml pet

500 ml pet

600 ml pet

1.250 lt pet

1.500 lt pet

2.000 lt pet

2.250 lt pet

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THUMS UP:

Thums up the other very famous product of Cola flavor. Thums up basically is a PARLE product. But

after the Coca Cola took over parle it is manufactured under the grade mark of Coke only.

It is also sweet in taste strong in nature. Mostly preferred by young generation people and teenagers.

Being Indian it is more popular, especially among males. Thums up is famous thunder drink.

Thums up available in different volumes:

200 ml glass bottle

300 ml glass bottle

350 ml pet

500 ml pet

600 ml pet

1.250 lt pet

1.500 lt pet

2.000 lt pet

2.250 lt pet

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MINUTE MAID PREMIUM ORANGE:

Minute Maid has been making orange juice for over 50 years and, and has a heritage of information,

quality and nutrition. Minute Maid has the longest history of marketing orange juice with calcium and

was the first to nationally launch orange juice with calcium plus vitamin D, low acid orange juice,

orange juice with vitamins C and E plus Zinc. Orange juice with naturally sourced plant sterols.

Minute Maid Premium Orange available is:

250 ml pet

400 ml pet

1.000 lt pet

FANTA APPLE:

Coca Cola in India announced the national launch of Fanta Apple, the latest innovation under the

Fanta brand umbrella. The national launch event in Delhi was attended by Venkatesh kini.

Fanta Apple is a refreshing apple flavored sparking drink and has been specially developed for the

Indian palate. Apple is one of the most preferred fruits in the country. This product has been developed

specially for Indian palates. The launch of Fanta Apple is a step towards strengthening the company’s

market leadership in the fruit flavored sparking drink segment.

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SUPPLY CHAIN MANAGEMENT

“Supply Chain Management is the system of organizations, people technology, activities,

information and resources involved in moving a product or services from supplier and customer”

“The network of retailers, distributors, transporters, storage facilities and suppliers that participate

in the sale, delivery and production of a particular product”

“A Supply Chain is the stream of processes of moving goods from the customer order through the

raw materials stage, supply, production and distribution of products to the customer”

In the 1980s, the term supply chain management was developed to express the need to integrate the

key business processes, from end through original suppliers. Original suppliers being those that

provided products, services and information that add value for customer and other stake holder.

The basic idea behind the SCM is that companies and corporations involved them selves in a supply

chain by exchanging information regarding market fluctuations and production capabilities.

Supply chain activities transform natural resources, raw materials and components in to a finished

product that is delivered to the end customer. In sophisticated supply chain system, used products

may re enter the supply chain at any point where residual value iron recyclable and supply chain

link value chain.

Supply chain is a term now commonly used internationally encompasses every effort involved in

producing and delivering a final product or services, from the supplier’s supplier to the customer’s

customer. Supply chain management includes managing supply and demand, sourcing raw

materials and parts, manufacturing and assembly, warehousing and inventory tracking, order entry

and order management, distribution across all channels and delivery to the customer.

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Supply chain management must address complex inter dependencies, in effect creating an”

extended enterprise” that reaches far beyond the factory door. Today material and service supplier,

channel supply partners and customers them selves, as

well as supply chain management consolation software product supplier and system developments,

are key players in supply chain management.

SUPPLY CHAIN MODEL

The model defines common supply chain management process, matches than against “Best

Practices” it provides companies with powerful tools improving supply chain operations. It allows

to manufactures, supplier, distributors and retailers with a frame work to evaluate the effectiveness

of their supply chain operations and to target and measure specific process operations

There are Five key elements to a supply chain management:

1. Production 4. Location

2. Supply 5. Transportation

3. Inventory

PRODUCTION:

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Strategic decision regarding production focus on what customers want and the market demands.

This first stage in developing supply chain agility takes in to consideration what and many products

to produce, and what, if any, parts or components should be produced at which plants or

outsourced to capable suppliers.

SUPPLY:

An organization must determine what their facility or facilities are able to produce, both

economically and efficiently, while keeping the quality high. But most companies can not provide

excellent performance with the manufacture of all components.

INVENTORY:

Further strategic decision focus on inventory and how much product should be in house. A delicate

balance exists between too much inventory, which can cost any where between 20 and 40 percent of

their value, and not enough inventories to meet market demands. This is a critical issue in effective

supply chain management.

LOCATION:

Location decisions depend on market demands and determination of customer satisfaction.

Strategic decisions must focus on the placement of production plants, distribution and stocking

facilities and placing them in prime locations to the market served.

TRANSPORTATION:

Strategic transportation decisions are closely related to inventory decision as well as meeting

customer demands. Using air transport obviously gets the product out quicker and to the customer

expediently, but the costs are high as opposed to shipping by boat or rail.

MEANING OF PROJECT

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Project gives us necessary guidance and though for the foundation of business. A

project is an essential requirement of business and for motivated person. Prior starting

of any project it is necessary to understand the meaning of every letter of word

“Project” each letter of the project has its special meaning that is discussed.

‘P’ Planning:- The first step ‘P’ stands for planning, planning is the word that means

prior the construction of any thing and for their arrangement there should be good

planning which gives better results in manufacturing the thing that is being prepared

as well as it is the bridge of between present and future.

R: Resource: ‘R’ stand for resource as resource give the current idea to promote the

work.

O: Operative: It is a process of performing various function in systematic way.

J: Joint effort: a project cannot achieve its maximum success without the complete

cooperation of group member.

E: Engineering: Engineering is a branch of science under which a given task can be

performed efficiently with the help of knowledge and technique in a short duration by

employing less money.

C: Communication: Communication simply means the exchange of ideas, which flows

between two or more person as well as from one place to an other place.

T: Techniques: Techniques is a simply an art performing a task the project should be

finished with different technique of works.

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OPERATION OF SUPPY CHAIN MANGEMENT

Supply Chain Operation Reference (SCOR) is a process reference model. At the core of this model

is “Pyramid of Four Levels” that represents the path a company takes on the road to supply chain

improvement.

The basic structure of the reference model focuses on the four key supply chain process:

1. Plan

2. Source

3. Make

4. Delivered

PLAN:

Under this process the company should assess supply resources, aggregate and prioritize demand

requirements, plan inventory, distribution requirements, production, material and rough cut

capacity of all products and all channels.

SOURCE:

Under this process sourcing infrastructure is managed. Various activities like Vendor certification

and feed back, sourcing quality monitoring, Vender contracting are conducted also activities

involved with receiving of material like; Obtain, Receive, Inspect, Hold and issue material are

under taken here.

MAKE:

This process is concerned with production execution and managing “Make” infrastructure

especially under production execution activities like manufacturing, testing packaging, holding and

releasing of product are under taken here.

DELIVERED:

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This process consists of order management, warehouse management & transportation

management. Under order management activities like maintaining and entering orders, generating

quotations.

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VENDOR

All purchases must be made from designated under for the special category of goods as service

being purchased. The global procurement trading is responsible for maintaining the list of

designated venders. The selected vendors using a formal sourcing procure. All designed vendors

have executed and appropriate legal contract to supply our company.

Who a new vender is identified it is set up to using “New Venders Request” in the master data

management tool. All new venders will be set up receiver electronic payment and with default

payment at net 30 days. Only venders are selected through a competitive bedding process should be

engaged and to the SAP MDM tool.

Type of venders:

As far purchasing the no of venders are in market are as follow:

1. Original Equipment Manufacture (OEM)

2. Authorized venders

3. BID venders

Original Equipment Manufactures (OEM):

These vendors are original equipment manufactures. They supply the original raw material,

machinery, chemical and relative of the plants.

Authorized vendors:

These vendors are authorized dealers, distributors, suppliers, etc. they all authorized by the

company or pvt ltd.

BID Vendors:

In this large number of vendors is there in the market the company chosed BID method. In this

vendors who given good quality of

goods in the low price, selected for the purchasing, small vendors, small company, small industry

can supply this product to the company.

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PURCHASES ORDER TERMS & CONDITIONS

This purchase order boomer a contract up on receipt by buyers of the duplicate of all purchase

order and contains the complete and final agreement. No under standing purporting to modify as

change any terms condition as specification of this PO shall be binding unless it is writing and

argued to the buyers the sellers.

Applicable law:

This purchase order shall be constructed and given effect according to the low of the state as

country in which the P.O. is issued and shall be subject to function of Ghaziabad court only.

Price & extras:

Vender other wise expressly stated in the PO:

1. Prices are firm

2. No extra will be allowed vendors authorized in the writing by buyers.

3. Venders will be buyer specified destination, packed and protested for dispatch.

Specification:

All specification and tolerance must accord to approach Blue front on as prescribed in the vendor.

Any deviation must be in writing approved by the buyers.

Re- work:

If any re work is necessary due to non adherence to specification and only due to default of the

seller. The buyer, at this discretion may work same and change back to the seller at the prevailing

rate.

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Excess quantity:

Unless otherwise argued to in writing the buyers vender no customer will accept the material in

excess of the quantity and the goods supplied will entail rejection at seller’s cost and risk.

Compliance with law:

The sellers shall comply fully applicable government and local’s laws rule rejection and orders. All

items covered by the purchase order shall also comply with all such requirement.

Assignment:

Neither this PO nor any internal or claim towards shall be assigned or transferred by the seller with

out buyers prior written approval.

Rejections:

In case of rejection if any, seller should arrange for lifting of material with in 30 days from the date

of intimation. There after material will be at seller risk.

Drawings:

All drawings design and specification supplied by the buyer to the seller shall be domed to be the

exclusive property of the buyers and must be considered as confidential and must not be bent copied

other wise used with out prior written consent of the buyers and should be returned to the buyer on

demand.

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PURCHASE ORDER

REQUIREMENT:

Purchase orders should be created to initiate the procurement process:

1. Capital all amount

2. Direct marketing expenses

3. Travel expenses

4. Causes expenses

5. Tax advisory service

6. Baking expenses

7. Cafeteria expenses and mail room service for individual court

8. out side story

9. Temporary staff

APPROVAL:

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Purchase orders are automatically routed by SAP work flow to ensure they are approved in

according with the chart of authority. The approve is responsible for verifying the according

assignment, venders, price and currency and his correct assignment to purchase order. It is not the

responsibility of FSC to verify this data. If the approve is not available to approved order, he must

notify SAP administration about the absence one week in advance to re delegate his authority

during his absence. The request to approve will redirect to the specified delegate during the

approver’s absence. Please refer to an applicable chart of authority for more information on re

delegation of authority with in your department.

SENDING PURCHASE ORDER:

PO is faxed automatically by the system if a valid fax number exists in the vendor master file.

Generally, making of PO is an exception to the process. If you do not want to aromatically send the

PO to the vender. This should be noted in SAP when creating the order. The PO number must be

communicated to the venders invoice, but only after it has been approved in accordance with that

authority.

QUOTATION COMPARISON:

In the first, inquiries should be floated to approved and contractors who have been recently

appraised of this suitability. Once the bid have been received and opened, quotation comparison

summary should be prepared on the landed cost basis. This cost must includes all taxes, imports

transport order on the party, this known and future commitments and capability to deliver as always

the most economical.

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PAYMENT OF VENDORS

Payment to vendors on time, as per the terms of contract, is often suggested by the purchase, but it

has a tilling effect on efficacy and effective ness.

Purchases must have a good reliable system of receiving materials at store, completing all related

documentation and certification for payment. In fact this aspect is so important that in the interest

of this department function, they must have a suitable feed back and coordination with finance

department so that cheques are rebased with in the stipulated time period.

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CONSUMER’S BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of marketing management

under the marketing concept. The consumer market consists of all the individuals and households who

buy or acquire goods and services for personal consumption.Consumers vary tremendously in age,

income, educational level, mobility patterns and taste.

MODEL OF CONSUMER BEHAVIOR

Due to the growth in the size of firms and markets, marketing decision makers have been removed

from direct contact with their customers. Managers have had to turn to consumer research. They spend

more money in trying to learn: Who buys? How do they buy? When do they buy? Where do they buy?

Why do they buy?

How do consumers respond to various marketing stimuli, arranged by the company, is main question.

Therefore, business & academic researchers have invested much energy in researching the relationship

between marketing stimuli and consumer response.

Outside Stimuli Buyers Black box Buyer responses

Marketing Other

Product Economic Buyer Buyer Product choice

Price Technological Characteristics Decision Brand choice

Place Political Process Dealer choice

Promotion Cultural Purchase choice

Purchase

amount

MODEL OF BUYER BEHAVIOR

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Their starting point is the stimuli-response model. Above figure shows marketing and other stimuli

entering the buyer’s “black box” and producing certain responses. The stimuli are of two types.

Marketing stimuli consists of the 4 Ps: Product, Price, Place and Promotions. Other stimuli consist of

major forces and events in the buyer’s environment economic, technological, political and cultural. All

these stimuli pass through the buyer’s black box and produce the set of buyer responses: Product

choice, brand choice, dealer choice, purchase timing and purchase amount.

MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOR

Consumer’s purchases are highly influenced by cultural, social, personal and psychological factors.

DETAILED MODEL OF FACTORS INFLUENCING

BEHAVIOR

Cultural
Culture Social
Reference Personal
groups
Age and life Psychological
Cycle stage
Motivation
Occupation
Perception Buyer

Family

Learning belief
& attitude
Subculture

Roles and
status

Social class

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(A) CULTURAL FACTORS:

Cultural factors exert the broadest and deepest influence on consumer behavior.

CULTURE:

Culture is the most fundamental determinant of a person’s wants and behavior. The child growing up

in a society learns a basic set of values, perception, preference & behavior through a process of

specialization involving the family & other key institutions.

SUBCULTURE:

Each culture contains smaller groups of subcultures that provide more specific identification &

socialization for its members. Four types of sub culture can be distinguished.

(i) Nationality groups.

(ii) Religious groups.

(iii) Racial groups

(iv) Geographical areas.

SOCIAL CLASS:

Virtually all human societies exhibit social stratification. More frequently, stratification takes the form

of social classes. Social classes are relatively homogenously and enduring divisions in a society, which

are hierarchy ordered and whose members share similar values, interests, and behavior.

(B) SOCIAL FACTORS:

A consumer’s behavior is also influenced by social factors, such as the consumer’s reference groups,

family, and social roles and statuses.

(i) REFERENCE GROUPS:

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A person’s reference groups are those groups that have a direct or indirect influence on the persons

attitudes or behaviors. Groups influence will be stronger for products that will be visible to others

whom the buyer respect.

(ii) FAMILY:

Members of the buyer’s family can exercise a strong influence on the buyer’s behavior. The family of

orientation consists one’s parents. From parents a person acquires an orientation toward religion

politics, & economics and a sense of personal ambition self-worth & love. The following products and

services fall under such.

• Husband-dominant : Life insurance, automobiles

• Wife-dominant : Mixer, Washing Machine, and Kitchenware

• Equal : Housing, Entertainment, and Housing Furniture

(iii) ROLES AND STATUSES:

Participating of buyer in the different groups as clubs, organization influence his/her buying behavior.

His/her position in the different groups can be termed as roles & status. A role consists of the activities

that a person is expected to perform according to the persons around him/her. Each role carries a status

reflecting the general esteem : accorded to it by society.

(C) PERSONAL FACTORS:

Personal factors a buyer’s decisions by his/her personal characteristics, occupation, economic

circumstances, life style, and personality & self- concept.

(i) AGE & LIFE CYCLE STAGE:

People change the goods and services; they buy over their life time. They eat baby food in childhood,

most foods in the young age and special diets in the later year.

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(ii) OCCUPATION:

A person’s consumption pattern is also influenced by his or her occupation. A blue-chip worker will

purchase good clothes, care etc.

(iii) ECONOMIC CIRCUMSTANCES:

A person’s economic circumstances will greatly affect product choice. His economics circumstances

consists of their spend able income, saving & assets, borrowing power.

(iv) LIFE-STYLE:

A person’s life style is that person’s pattern of living in the world as expressed in the person’s

activities, interests & opinions.

(d) PSYCHOLOGICAL FACTORS:

A person’s’ buying choices are also influenced by four major psychological factors-

(1) Motivation

(2) Perception

(3) Learning

(4) Beliefs and Attitudes

( E) BUYING ROLE:

For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor, Cigarette etc.

While cosmetic, pantyhose etc.

Thus, we can distinguish several roles people may play in a buying decision.

Initiator : One who first suggests or thinks of the idea of buying the particular product or

service.
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Influencers : One whose views or advice carries some weight in making

the final decision.

Decider : One who ultimately determines any part of, or the entire

buying decision 0whether to buy, what to buy, or where to

Buy.

Buyer : One who makes the actual purchase.

User : One who consumes or uses the product or service.

TYPES OF BUYING BEHAVIOR

There are four types of consumer buying behavior based on the degree of

buyer involvement in the purchase and the degree of differences among

brands.

High involvement Low involvement

Significant Complex buying Variety seeking buying

behavior
Differences Behavior

Between brand

Habitual buying behavior

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(a) COMPLEX BUYING BEHAVIOR

Consumers go through complex buying behavior when they are involved in a purchase and aware of

significant difference existing among brands. Consumers are highly involved ma purchase when it in

expensive, risky and highly expressive.

(b) DISSONANCE - REDUCING BUYING BEHAVIOR

When the consumers are highly involved in a purchase but see little differences in the brands. It in

based on the fact that the purchase is expensive, infrequent & risky. For example, shopping for carpet.

(c) HABITUAL BUYING BEHAVIOR

Many products are bought under conditions of low consumer involvement and absence of significant

brand differences. A good example is the purchase of salt.

(d) VARIETY-SEEKING BUYING BEHAVIOR

Some buying situations are characterized by low consumer involvement but significant brand

difference e.g. in purchasing cookies.

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RESEARCH METHODOLOGY

DESIGN OF STUDY

A research design is the specification of methods & procedures for acquiring the information

needed to analyze.

DATA REQUIREMENTS

Considering nature of study, which is exploratory research. The gathered data can be grouped as:

1. Primary data

2. Secondary data

PROJECT AREA

The main area of research is Faizabad Region. The area of Faizabad region are:

Makbara

Chowk

Naka

Niawa

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RESEARCH OBJECTIVES

The main aim behind the dealers survey to know about the reach of Miranda lemon and get a

comparative position of coke and Coca cola. By the help of certain chart and graphs as shown on

the following pages with the help of their pictures we can easily make certain conclusion.

DESIGN USED

Survey research design i.e. conclusion is based on evidence collected through means of

questioning.

SAMPLING PLAN

Since it is the study of distribution channel. A sampling plan is always preferred because of

consideration of time and cost. As the population of Faizabadis very large.

SAMPLING METHOD:

Simple random sampling method at various in Faizabad.

DATA COLLECTION METHOD

Non disguised, structured, questionnaire.

1. OBJECTIVE OF PRIMARY DATA

 To ensure consumer requirement, their problems suggestions & modifications.

 Further preference of consumer

 Reason for their purchase of particular brands

 Market share of various brands.

SOURCE

 Personal interview

 Questionnaire
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OBJECTIVE OF SECONDARY DATA:

a. To know the daily sales figures of each brand.

b. To know dealer’s suggestion, comments what amore they require from company.

c. To gather problems of modifications, alternation needed by average consumers from

company.

d. Position in soft drink market acknowledge about future brands

SOURCE

 Personal interview

 Questionnaire

 Previous reports

 From company’s personas

 Magazines and journals

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MARKET RESEARCH

Marketing research is the systematic design, collection, analysis and reporting of data

and finding relevant to a specific marketing situation facing the company.

Effective marketing research involves five steps shown in figure given below.

Define The Developing The Collecting The

Problems Research Plan. Information

Analyzing The
Information

Presenting The
Information

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DETERMINING SAMPLE DESIGN:

All the items under consideration in any field of inquiry constitute a ‘universe’ or

‘population’. A complete enumeration of all the items in the ‘population’ is known as

a census inquiry. It can be presumed that in such an inquiry when all the items are

covered no element of chance is left and highest accuracy is obtained. But in

practical this may both be true. Even the slightest element of bias in such an inquiry

will get larger and larger as the number of observation increases. Moreover, there is

no way checking the element of bias or its extent except through a re-survey or use

of sample checks. Besides, this type of inquiry involves a great deal of time money

and energy. Not only this, census inquiry is not possible in, practice under many

circumstances. For instance blood testing is done only on sample basis. Hence, quite

often we select only a few items from the universe for our study purposes. The items

so selected constitute what is technically called a sample.

The research must decide the way of selecting a sample or what is popularly known

as the sample design. In order words, a sample design is a definite plan determined

before any data are actually collected for obtaining a sample from a given

population. Thus, the plan to select 12 of a city’s 200 drugstores in certain way

constitutes a samples design.

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SIMPLE RANDOM SAMPLING

This type of sampling is also known as chance sampling or probability sampling

where each and every item in the population has an equal chance of inclusion in

the samples and each one the possible samples in case of finite universe, has the

same probability of being selected. For example, if we have to select a sample of

300 items from a universe of 15,000 items, then we can put the name for numbers

of all the 15,000 items on slips of paper and conduct a lottery. To select the

sample, each item is assigned a number from 1 to 15,000. Then, 300 five digit

random numbers are selected from the table. To do this we select some random

measurements, or the data, with the help of which the examines the truth

contained in this hypothesis. But in the case of a survey, data can be collected by

any one or more of the following ways.

(i)BY OBSERVATION: -

This is method implies the collection of information by way of investigator ’s own

observation, without interviewing the respondents the information obtained

relates to what is currently happening and is not complicated by either the past

behavior or future intentions or attitudes of respondents. This method is not doubt

an expensive method and the information provided by this method is also very

limited, as such this method is not suitable is inquiries where large sample are

concerned.

(ii) BY MAILING OR QUESTIONNAIRES: -

The researcher and Respondents do not come in contact with each other if this

method of survey is adopted. Questionnaires are mailed to the respondents with a

request to return after completing the same. It is the most extensively used

method in various economic and business surveys. Before applying this method,
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usually a pilot study for testing he questionnaire. Questionnaire to be used must

be prepared very carefully so that it may prove to be effective in collecting the

relevant information.

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PROCEES OF DATA COLLECTION

The process of data collection in a research study is very important so, it is done very carefully.

The instrument used for data collection was questionnaire, and all the data collected is on the

basis of questionnaire and also stored in questionnaire.

The steps used during data collection are as follows:

1.OUTLET NAME- The first step in data collection is to go to the outlet and write their name.

2. OUTLET ADDRESS WITH PHONE NUMBER- The second step in data collection method

is to note the address and phone number if any, of the outlet.

3. CHECK LIST- Third, step is to fill the check list on the basis of observation and personal

interview of the retailer. Check list contains the following points:

a) CLEAR SIGN AGE : The signboard and the painting of the Coca Cola Company at the retails

outlets is clear or not, if it is clear then write OK, otherwise write NO signboard.

b) WARM DISPLAY: Warm display means the display of Coca Cola products on the front side of

the outlet, on cash counter with the full range of flavor and packs.

c) COLD DISPLAY : Cold display of the product related with the fridge or Ice Box of the

company. It includes the availability of the range of flavors and packs inside the fridge and the

logo of bottles should be on front side and flavors should be stand together.

d) PRESENCE OF ALL FLAVORS AND PACKS: This part include the presence of full

range of packs of Coca Cola in outlet or not.

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e) VISIPURITY : Visipurity also related with the fridge or Ice box. It means the

Coca Cola products percentage in the fridge in respect of other soft drinks or shop

related products.

f) VISIBILITY OF COCA COLA PRODUCTS IN SHOP : This part shows the visibility

of Coca Cola - products in the shop , it means the percentage of Coca Cola

products shown in shop with respect to other soft drinks.

g) STOCK : The last part of the questionnaire and it include the available stocks of the

Coca Cola and Pepsi products in the outlet.

The data collected from the areas of Faizabad mainly Makbara, Naka, Chowk, Neawa

and the number of retailers covered was 100, and they are taken on the judgment basis.

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ANALYSIS AND INTERPRETATION OF DATA

Retailers Survey Results

Demand for particular brand

Yes 180 90%

No 20 10%

10%
Yes

No

90%

TABLE-1

INTERPRETATION:- The data collected from the retail outlets show that most of
the consumers do demand for some particular brand of their liking from the retailers.
90% of the retailers believed that specific brand are demanded which depends on the
liking and taste of the consumers. According to them teenagers mostly demand for
cola drinks, while non-cola drink like Limca, Fanta are liked by matures. Maaza is
more popular among the female consumers and children.

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Market Demand

Brands Ranked 1 Ranked 2 Ranked 3 Ranked 4 Ranked 5

Limca 76 38% 34 17 26 13% 14 7% 6 3%
%
Coca Cola 34 17% 40 20 36 18% 24 12% 10 5%
%
Fanta 10 5% 14 7% 20 10% 26 13% 30 15
%
Maaza 16 8% 18 9% 20 10% 24 12% 32 16
%
Sprite 0 0% 2 1% 8 4% 10 5% 14 7%
Thums-up 6 3% 6 3% 12 6% 18 9% 22 11%
Pepsi 36 18% 40 20 30 15% 22 11% 8 4%
%
Miranda 8 4% 18 9% 22 11% 28 14% 32 16
%
Slice 0 0% 2 1% 4 2% 6 3% 8 4%
Mountain 10 5% 26 13 20 10% 24 12% 30 15
dew % %
7 up 0 0% 0 0% 2 1% 4 2% 8 4%
Others 0 0% 0 0% 2 1% 6 3% 4 2%

40% 38%
35%
30%
25%
20% 20% 20%
17%17% 18%
15% 13%
10% 9% 9%
7% 8%
5% 5% 4% 5%
3%
3%
1%
0% 1%
0% 0%
0% 0%
0%
0%
Thums-up

Mountain dew
Miranda
Limca

Coca Cola

Fanta

Maaza

Sprite

Slice

7 up
Pepsi

Others

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TABLE-2

INTERPETATION:- When the retailers were asked to rank top five brands of soft

drink with respect to their demand in the market. It was interpreted that Limca was

most demanded brand in the market. In the hospitals Limca had almost 75% sale of the

total soft drinks sales. Out of the 200 samples Limca was ranked one 76 times, ranked

two 34 times, ranked three 26 times which made it the most preferred brand. After

Limca the second ranked of soft drinks according to retailer are cola drinks like coca

cola and Pepsi. After cola drink came the Maaza , which is very popular among children

and females. Then came Fanta, Miranda brand of the soft drinks. But mountain dew

brand of Pepsi company is going popularity and its sale in increasing. But after whole

retailer analysis it is interpreted that market demand of the Brands is according to the

fallowing sequence:-

1-Limca 2- coke

3- Pepsi 4- Maaza

5- Mountain dew 6- Fanta

7- Miranda 8- Thums-up

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Age Group

Children 20 10%
Teenagers 40 20%
Matures 25 12.5%
Old peoples 10 5%
Equal liking 105 52.5%

10%
Children
20% Teenagers
Matures
52% Old peoples
13% Equal liking
5%

TEBLE-3

INTERPETATION:- Data shows that most of the retailers are of the view that the

all age groups equally like soft drinks. Though only 20% of them are of the view that

teenager have more liking for the soft drinks these were the retailers who were

running cyber cafes or were situated near some college or school. There was also

some retailer who thought that children like the soft drinks most. But in all it is

interpreted all likes that soft drink.

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Average Number of Soft Drink sell per day

Less than 5 30 15%

5-10 45 22.5%
10-15 75 37.5%
More than 15 50 25%

25% 15%
Less than 5
5-10
23% 10-15
More than 15
37%

TABLE-4

INTRRPETATION:- Data shows that most of the retailers are of the view that the

average no of crates sell of soft drinks per day. Though 15% retailers sale soft drinks

less than 5 crates per day, 22.5% retailers sale soft drinks 5-10 crates per day, 37.5%

retailers sale soft drinks 10-15 crates per day and 25% retailers sale soft drinks more

than 15 crates per day.

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Major Consumption Area

On premise 70 35%
Take away 130 65%

35%
On premise
Take away
65%

TABLE-5

INTERPETATION:- Most of the retailers were happy with the major consumption

Area of the coca cola soft drinks. Though 35% retailers liking the on premise of the

major consumption area and 65% retailers liking the take away of the major

consumption Area of the soft drinks.

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Average Sell of Coca Cola

Less than 3 30 15%

3-5 55 17.5%
5-8 75 37.5%
More than 8 40 20%

20% 15%
Less than 3
3-5
5-8
28%
More than 8
37%

TABLE-6

INTERPETATION:- Data shows that most of the retailers are of the view that the

average crates of coca cola sell in these day. Though 15% retailers sale coca cola less

than 3 crates per day, 17.5% retailers sale coca cola 3-5 crates per day, 37.5%

retailers sale coca cola 5-8 crates per day and 20% retailers sale coca cola more than

8crates per day.

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Average Number of Pepsi Sell

Less than 3 55 27.5%

3-5 70 35%
5-8 45 22.5%
More than 8 30 15%

15% 28%
Less than 3
3-5
23% 5-8
More than 8
34%

TABLE-7

INTERPETATION:- Data shows that most of the retailers are the view that the

crates of Pepsi sell in these days. Though 27.5% retailers sell Pepsi less than 3

crates per day, 35% retailers sell Pepsi 3-5 crates per day, 22.5% retailers sell Pepsi 5-

8 crates per day and 15% retailers sell Pepsi more than 8 crates per day.

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Since long time selling coke

For one year 30 15%

For 3 year 20 10%
For 5 year 60 30%
For more than 5 90 45%
year

15%
10% For one year
45%
For 3 year
For 5 year
For more than 5 year
30%

TABLE-8

INTERPETATION:- Retailer were very circumspect to answer this question

Though 15% of the retailers sale coke for one year, 10% of the retailers sale coke For

3 year, 30% of the retailers sale coke for 5 year and 45% of the retailers sale Coke for

more than 5 years.

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Consumer preferred pack for home usage

200ml 21 10.5%
300ml 35 17.5%
1000ml 10 5%
1500/2000ml 134 67%

11%

18% 200ml
300ml
1000ml
5% 1500/2000ml
66%

TABLE-9

INTERPETATION:- Above data show that most of the consumers prefers

1500/2000ml pet bottles for the home usage or guest serving. Reason for this given by

retailer was that these PET bottles save the headache of the consumer to return the

glass bottles and also save them from breakage charges. More over these PET bottles

are more economical for the consumers than small packs. The 1000ml pack is not

preferred because it is glass bottles packing still 5% of the retailers though that the

consumer prefers them. 10.5% & 17.5% of the retailers thought consumer prefer

200ml & 300ml respectively.

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Consumers preferred pack for marriages

200ml 9 4.5%
300ml 10 5%
1000ml 25 12.5%
1500/2000ml 156 78%

5% 5%
13%
200ml
300ml
1000ml
1500/2000ml
77%

TABLE-10

INTERPETATION:- 1500/2000ml is the most preferred pack for the marriages

and parties according to the retailers. This is also because of the same very reason

i.e. less headache of breakage and returning of glass bottles, it is more economical as

they order in bulk, which allow them to enjoy trade scheme (one bottle free with one

crate) 12.5% of the reatailers though consumer prefers 1000ml though 4.5% thought

they prefer 200ml. 200ml is mostly preferred in the parties than in marriages.

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Retailers satisfaction

Satisfied 140 70%

Not satisfied 60 30%

30%

Satisfied
Not satisfied

70%

TABLE-11

INTERPETATION:- 70% of the retailers said that they are happy with the

working of the company and 30% had some grievances from the company side. But

most of their suggestions were common.

1. Retailer margin should be increased as this would motivate them and the sale

would be further increased.

2. Home delivery in the areas where there are retail outlets should be

reduced. Moreover no single PET bottle or half crates should be

delivered at home.

3. More Refrigerators should be supplied to them so that required quantity can

made available to the consumers.

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4. The trade schemes ( one or two free bottles with the crate ) should be

continuous.

5. Supply of the 500ml, 2lt, Limca, Maaza Tetra, Diet coke should be on time.

6. 200ml & 300ml should also be the plastic bottles.

7. There should be one packing in place of 200ml & 300ml.

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C0NSUMERS SURVEY RESULT

Category of Consumers

Student 40 20%
Serves man 60 30%
Business man 70 35%
House wife 26 13%
Others 4 2%

13% 2%
20%
Student
Serves man
Business man
House wife
35%
30% Others

TABLE-12

INTERPETATION:- Analyzing the data collected from the consumers show that

they consumers belong to this category. Though 20% consumers belong to the

student category, 30% consumers belong to the serves man category, 35% consumers

belong to the business man category and 2% consumers belong to the others

category.

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Consumer like for the soft drinks

Thirsty 65 32.5%
Like the test 110 55%
Passionate about it 0 0%
Affordable 25 12.5%
Status symbol 0 0%

0%
13%
0%
33%
Thirsty
Like the test
Passionate about it
Affordable
Status symbol

54%

TABLE-13

INTERPETATION:- Analyzing the data collected from the consumers show that

they like soft drink mainly because of the taste. 55% consumers said that they like

taste of the soft drinks. While thirst, is another reason for the liking. Most of them

said that it is the combination of the thirst and taste, which make them crazy about

soft drinks. Affordability doesn’t matter much as most of the consumers can afford

soft drinks.

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Consumers family income group

0-100000 16 8%
1,00,000-200000 46 23%
2,00,000-3,00,000 78 39%
More than 3,00,000 60 30%

8%
30%
23% 0-100000
1,00,000-200000
2,00,000-3,00,000
More than 3,00,000
39%

TABLE-14

INTERPETATION:- Analyzing the data collected from the consumers show that

they are consumers family income group. Though 8% consumers family income is

the 0-1,00,000, 23% consumers belong to the 1,00,000-2,00,000 family income group,

39% consumer belong to the 2,00,000-3,00,000 family income group and 30%

consumers belong to the more than 3,00,000 family income groups.

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Consumer family size

2-3 16 8%
3-5 30 15%
5-8 54 27%
8-12 74 37%
More than 12 26 13%

13% 8%
15% 2-3
3-5
5-8
8-12
37%
27% More than 12

TABLE-15

INTERPETATION:- Analyzing the data collected from the consumers show that

they consumers family size. Though 8% consumers belong to 2-3 member of the

family, 15% consumers belong to the 3-5 member of the family, 27% consumers

belong to the 5-8 member of the family, 37% consumers belong to the 8-12 member

of the family and 13% consumers belong to the more than 12 member of the family.

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Consumers preferences for brands

Brands Ranked-1 Ranked-2 Ranked-3

Limca 74 37% 40 20% 24 12%
Coca Cola 36 18% 44 22% 38 18%
Fanta 14 7% 18 9% 22 11%
Maaza 18 9% 20 10% 24 12%
Sprite 4 2% 6 3% 8 4%
Thums-up 8 4% 14 7% 18 9%
Pepsi 30 15% 40 20% 34 17%
Miranda 8 4% 10 5% 12 6%
Slice 2 1% 0 0% 4 2%
Mountain Dew 6 3% 8 4% 10 5%
7 up 0 0% 0 0% 4 2%
Others 0 0% 0 0% 2 1%

40%
35%
30%
25%
20%
Ranked-1
15%
Ranked-2
10%
5%
0%

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TABLE-16

INTERPETATION:- When asked about the preference of the three most liked

brand 74 of the consumers preferred Limca. It is clear from the data that Limca is

the favorite brands of the consumers. Then come cola drinks, of which Pepsi and

coke , which are equally preferred. Then come Miranda, Fanta, Maaza, Dew and

Thums- up.

Consumer liking is in this order:-

1. Limca

2. Pepsi

3. Coke

4. Miranda

5. Fanta

6. Maaza

7. Dew

8. Thums-up

The controversy of pesticide regarding the cola drinks is main cause of the reduction in

their popularity among consumers. This has benefited Limca, Dew and non-Cola drinks

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Reasons for the consumer preference of certain brands

Taste 120 60%

Price 10 5%
Brand loyalty 50 25%
Celebrity endorsement 12 6%
Other reason 8 4%

6% 4%
Taste
25% Price
Brand loyalty
60% Celebrity endorsement
5% Other reason

TABLE-17

INTERPETATION:- Most of the consumers preferred the brands mentioned on

the previous sheet because they like the test of those brand. Most people like Limca
because they say it is not so strong, It helps them in gastric problems, Subscribed by
doctors, not controversial and is good in taste, 25% of the Consumers are brand loyal
i.e. If the want to have Coca Cola product they Would only have those, only
substitution possible is within the company’s own brands.

Only 6% of the consumer drinks the particular brand due to some celebrity
endorsement.

Price has less effect on their liking as of the brand are equally priced.

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Consumers satisfaction from preferred brand

Marginally 30 15%
Completely 170 85%
Can’t say 0 0%

0% 15%
Marginally
Completely
Can’t say
85%

TABLE-18

INTERPETATION:- Most of the consumers were satisfied with the brands of

their preference. To be precise 85% of the consumer said they are completely satisfied

with their brand.

While 15% of the consumers thought some type of the improvement in the taste or

packing can be further made.

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Soft drink is part of consumers daily life

Yes 120 60%

No 80 40%

40%
Yes
No
60%

TABLE-19

INTERPETATION:- Most of the consumers were liking the soft drink and he

said The soft drink is the part of your life. Though 60% consumers said the soft

drink is the Part of his life.

While 40% of the consumers thought the soft drink is the luxuery status of his life.

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Consumers preferred pack for home usages

200ml 14 7%
300ml 30 15%
1000ml 6 3%
1500/2000ml 150 75%

7%
15% 200ml
3% 300ml
1000ml
75% 1500/2000ml

TABLE-20

INTERPETATION:- Most of the consumers prefer 1500/2000ml PET bottles For

home usage as they have no headache to return the empty bottles and there Is no

worry of the breakage. These also give them extra quantity for less money.

Though 7% &15% 0f the consumers said they prefer 200ml & 300ml respectively. But

still the main liking is for PET bottles.

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Consumers preferred pack for marriages

200ml 10 5%
300ml 22 11%
1000ml 32 16%
1500/2000ml 136 68%

5% 11%
200ml
16% 300ml
1000ml
68% 1500/2000ml

TABLE-21

INTERPETATION:- As in the previous question most of the consumers prefer

1500/2000ml PET bottles for marriages and parties. Reason being less headache to

return the empty bottles and worry about the breakage. This pack also gives them

extra quantity for less money.

Some consumer also prefers 1000ml bottles for these occasions.

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Consumers suggestion to improve the brand

Satisfied 140 70%

Color 0 0%
Price 0 0%
Taste 44 22%
Other 16 8%

8% Satisfied
22% Color
Price
0% Taste
70%
Other

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TABLE-22

INTERPETATION:- According to the data collected we can observe that 70% of

the consumers are satisfied with the working of the soft drink companies.

Though few consumers want some improvement in the taste of brands.

There were also few suggestions by the consumers:-

1. The 200ml & 300ml packs should also come in plastic bottles.
2. Company should look to it that retailer are selling the product at MRP.
3. 1000ml pack should also plastic bottles.

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SWOT ANALYSIS

In a most competitive market like soft drinks, one has to be very strategic against all the business

activities of the rivals. A constant review of the market situations and fitness of the self is the must

to keep in line with the competition. Specially in the soft drink market, it has a rivalry, which is

more than any other industry, where each player tries to maximize its market share on the cost of

others. Packaging is one where there is a very crucial battle going on. This battle is in fact called

the mother of battle in Indian soft drink market. One of the major tools of this battle is of course

packaging. To win the situation coke must analyze the external environment to identify threats and

opportunities to adopt to the strategic fit. For this internal strengths and weakness must be

analyzed.

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STRENGTHS

1. Coke is the most popular brand in world.

2. Coke is enjoying maximum market share in the Indian market. In fact it is more than 50%.

3. Coke is being backed by a strong force of 53 franchises.

4. Coke is having an edge over pepsi by having a large number of products.

5. The shape of bottle of coke is much more attractive than Pepsi.

6. Crate of coke is not attractive but also more safer for the glass bottles in comparison to Pepsi.

7. Bottle crown quality of coke is much better than pepsi, due to its workability as there are

complaints of rusting in and around the crown of pepsi. This is more common during the

rainy season.

8. Coke has takeaway bottles which are not available with pepsi in 250 ml. bottles.

9. Parle’s strength ahs directly come to come without doing much efforts in establishing

themselves.

10. Writing style of coke name is liked most of the consumers.

11. Coke of 200ml . Has infact increased the overall sales of cola marker.

12. The writing style of coke is more attractive than pepsi.

13. The can of thums up which belong to coke is more appealing due to its colour schem.

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WEAKNESS

1. There are complaints of coke can regarding leakage.

2. The Pepsi is attracting new generation segment due to availability of fountains , this is being

lacked by coke where fountain machines overall in comparison to Pepsi are less. Specially in

Meerut , there is no fountain machine of coke available, whereas Pepsi has 35 machines.

3. Form the retailers of coke, it was also notice that limca bottles have a problem of chip i.e. on

operating the glass cracks slightly

4. The pet bottles of coke are not suitable for house hold use.

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OPPORTUNITY

1. The market growth rate is very high infact 30% per annum.

2. The brand name coke speak most highly i.e. coke is at the top of the mind among consumers.

3. The growing market may be captured with greater number of package in run it is a threat to

Pepsi as the market demand is very heterogeneous.

4. The launching of 250 ml coke has seen the overall growth in coca segment.

5. Thumps up cans adopting the blue color has infact eaten the main plant of Pepsi of its blue

color.

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THREATS

1. The threats risk of potential entrants due to Cadbury’s future entry are very considerable.

2. Local lemon soda is also a big threat to coke, as most of the buying power of lower class

segment is exhaust by these bottles.

3. The threats of seasonal drink like fruit juice are also considerable as the time of peak season;

the rates are Rs. 4/- per large glass.

4. Pepsi adopted a strategy to lower down the prices against the launch of 200 ml coke.

5. The inclination of new generation is towards pepsi due to color concept adopted by the

company.

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PROBLEM/FINDINGS

After visiting nearly 100 cutlets I found that there are some common problem of retailers which are as

follows.

1. The first and the major problem among the retailers are non-availability of Coke’s all ranges of

flavours and packs.

2. The second problem is faced by retailers is that they do not want to display the warm and

cold display because it will consume their time and place.

3. Retailers are asking about schemes. They are complaining that they are not getting proper

facilities, although their sale is very good. They do not have chairs and tables and in some

cases if they have it is not in good condition.

4. The other problem is that equipments provided by the

company (freeze) are not in good condition which is

affecting their sale in season.

LIMITATIONS

Following are certain limitations, which I face during the competition of my project report.

1. Many people in from rural area they feel themselves unsuitable for the answer.

2. Small size of sample.

3. I have done my project in December and January so there is chance of variation in the result of

survey.

4. Many people don’t give answer of all questions.

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5. Look of sufficient time for the proper administration of the research because time is very

important to do a research. Time of two months has been allocated which is very small and not

sufficient for cover the all of the area.

6. Non-availability of the money was the second limitation of this study. Since the researcher has

to find his study by his own source of finance. The lack of financial sources was another of

this study.

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RECOMMENDATIONS

Following are certain recommendation according to the consumer’s survey:

1. The Coca cola should be stronger.

2. Miranda lemon also should be strong with a flavour something extraordinary.

3. More scheme should be introduced with Miranda lemon,

4. New flavour should be introduced in India soft drink market.

5. Distribution channel must be improved.

6. There must be less foam more liquid in the glass of fountain Coca cola.

7. Fountain Coca cola should be more strong.

8. Glass quality of fountain Coca cola should be improved.

9. Fountain Coca cola should be easily available everywhere.

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SUGGESTIONS

1. In cold drinks Coke and Thums Up have strong brand awareness and availability but

Pepsi itself has a strong availability in comparison t o its competitions. So the

company should try to make coke, Limca, Thums Up and other brand widely

available.

2. Company should motivate the retailers to display its brand effectively, for this they

should provide the free samples for display.

3. Communication gap between retailers and management should be reduced.

4. Problems of the retailers should solved by the company in most possibly lesser

time.

5. Sales promotion should be implemented with in time and should live up to the

promise kept.

6. Sprite, Kinley Soda is not much popular so, Coca-Cola should try to promote these

les s popular brands through increase their visibility in warm and cold display.

7. Salesman distributing products should carry and provide all the brands to all retailers.

8. Time to time visit of routes should be done by senior executives, so that problem in the

market are solved effectively, Remember a officer or executive can convince them

more what a salesman can not do.

9. Company should take some actions against that retailer who misused the

equipments company provided.

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CONCLUSION

Following are the certain conclusions from consumers survey.

1. The comparative sale of Coca cola and is near about equal. Coca cola is getting a lead by the

help of its coca flavour.

2. Limca is in a far better position in lemon flavour.

3. Consumer likes only the aid of Miranda lemon they not want to try Miranda lemon.

4. Fountain Coca cola is not easily available in Muzaffarnagar. But if it will be there than there is

a chance of better sales.

5. Coca cola have a sale of 56% in cola flavour.

6. But overall sale of all favors in near about equal Coca cola have 51% of soft drink market

while coke have 49% of share market.

7. The advertisement of Coca cola and Miranda lemon is mostly liked by the maximum people.

8. There is a big scope for fountain Coca cola in cinema halls, shopping complex, bus stand

railway station etc.

9. The sale of coca cola soda in less according to compare of pepsi because the cost of soda is

more than pepsi soda.

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QUESTIONNAIRE

Name:

Address:

Telephone No.

Q-1 What are the cold drink brands you sell?

1. Coca cola 2. Fanta 3. Thumsup

4. Sprite 5. Lica 6. Mazza

7. Others

Q-2: How many carates do you sell in a months?

1. 10-20 2 20-30

3. 30-40 4. Above

Q-3 Among these how many carates are of coke and how many of Pepsi?

1. Coke [ ] 2. Pepsi [ ]

Q-4: Supply of Coke is regular/proper

a) Yes b) No

Q-5: Advertisement material is available of

Pepsi b) Coke

Both d) None

Q-6: Scheme disclose by salesman daily

a) Yes b) No

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Q-7: Problem rectified by Coke

(a) Within the day (b) within the week

(c) Within the month (d) never

Q-8: Behavior of salesman of coke

(a) Outstanding (b) Good

(c) Average (c) Poor

Q-9: which Company provide better service

(a) Coke (b) Pepsi (c) Other

Q-10: In the buying situation what do you prefere?

(a) Brand (b) Price

(c) Scheme (d) Any another

Q-11: What is the quantity of Pepsi Brand you prefer?

(a) 0-2 Crate/day (b) 3-5 Crate/day

(c) 6-10 Crate/day (d) above-10

Q-12: No. of empty glasses of Coke at present.

(a) 0-2 (b) 3-5

(c) 6-10 (d) above-10

Q-13: No of empty glasses of Pepsi at present.

(a) 0-2 (b) 3-5

(c) 6-10 (d) above-10

Q-14: The demand of coca cola soda.

(a) Increased (b) Decreased

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BIBLIOGRAPHY

REFERENCE BOOK:

 Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition(2002)

 Marketing Management (Author- Rajan Sexana)

(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)
Second Edition(2001)

 Marketing Management (Author- R S Sexana)

(Publish by Himalya Publication, New Delhi)
Ninth Edition (2000)

 Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition(2002)

 Research Methodology (Author- Bhandrai)

Print 2004, second edition
JOURNALS
 Business today
 India today

NEWS PAPERS
 Economic times
 Business standards
 Business week

WEB SITES:
www. Google.com
www. Coca-colaIndia.com

2017-2018