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PROJECT REPORT
ON
“A STUDY OF CONSUMER PREFERENCE
REGARDING COCA COLA & IT’S PRODUCT”
SUBMITTED AT
RAKSHPAL BAHADUR MANAGEMENT INSTITUTE
(BAREILLY)
0
A
Project Report
On
AT
In Partial Fulfillments of
1
TO WHOM IT MAY CONCERN
This is to certify that Mr. Ahsan Ahmad Khan student of MBA (2010-2011), RBMI.
Beverages Ltd. Bareilly under the able guidance and supervision of Mr. P.K.
Kanchan (Area & sales Manager) of Brindavan Beverages Ltd Bareilly for a
period of eight weeks commencing from 01st June to 30 th July 2009. His project
He has pursued his summer Training project in Bareilly office of the company. His
useful & implementable for the company. To the best of my knowledge no part of
this report has been reproduced from any other report and the contents are based
on original research.
Signature Signature
2
This project report bears the imprints of many people who were either directly or
indirectly involved in the successful completion of this project work. I wish to accord
indebtedness to Mr. Suneel Ghai, General Manager Marketing of coke for his
able guidance & active association & constructive suggestions, which immensely
I am thankful to Mr. P.K. Kanchan (Area & sales Manager) who has given
I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates open
3
Summer Training in any organization is an attempt to provide the student a
practical Input and Exposure to the Real world situation in which he has to work in
product, Distribution Channel, Cooler display, warm display across various outlets
under 7 distributors in Bareilly City. The Extract of the work is presented in this
This report provides me a chance to study and analyse the practical aspects of the
field of marketing. This project also gave me the chance to improve logical thinking
and interacting patterns. While working on the project, we came to know about the
latest marketing strategies and trends prevailing in the market. The way of selling
4
TABLE OF CONTENTS
1. Research Objective 6
2. Company Profile 7
3. Comparative Analysis 17
6. Research Methodology 59
8. Limitations of Research 65
9. Field Experience 67
10. Recommendation 68
11. Conclusion 70
12. Annexure 71
13. Bibliography 76
5
RESEARCH OBJECTIVES
6
INTRODUCTION TO
7
Pemberton claimed Coca-Cola cured many diseases, including morphine
addiction, dyspepsia, neurasthenia, headache, and impotence.
Pemberton ran the first advertisement for the beverage on May 29 of the same
year in the Atlanta Journal. The company was formed to sell three main products:
Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian
Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. [The Coca-Cola
formula and brand was bought in 1889 by Asa Candler who incorporated The
Coca-Cola Company in 1892.
8
Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other
competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA
World Youth Championship from Tunisia in 1977 to Malaysia in 1997, was called
"FIFA — Coca Cola Cup".
In 2010 it was announced that Coca-Cola had become the first brand to top £1
billion in annual UK grocery sales.
Ingredients
Carbonated water
Sugar (sucrose or high-fructose corn syrup depending on country of origin)
Caffeine
Phosphoric acid v. Caramel (E150d)
Natural flavorings
9
The typeface used, known as Spenserian script, was developed in the mid 19th
century and was the dominant form of formal handwriting in the United States
during that period.
From the beginning, Coke understood the importance of branding and the creation
of a distinct personality. Its catchy, well-liked slogans (“It’s the real thing” (1942,
1969), “Things go better with Coke” (1963), “Coke is it” (1982), “Can’t beat the
Feeling” (1987), and a 1992 return to “Can’t beat the real thing”) linked that
personality to the core values of each generation and established Coke as the
authentic, relevant, and trusted refreshment of choice across the decades and
around the globe.
10
To achieve sustainable growth, we have established a vision with clear goals.
VALUES:
Our values serve as a compass for our actions and describe how we behave in the world.
Leadership The courage to shape a better future
Integrity Be real
11
The company produces concentrate, which is then sold to licensed Coca-Cola
bottlers throughout the world. The bottlers, who hold territorially exclusive contracts
with the company, produce finished product in cans and bottles from the
concentrate in combination with filtered water and sweeteners. The bottlers then
sell, distribute and merchandise Coca-Cola to retail stores and vending machines.
Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola
bottler in North America and Western Europe. The Coca-Cola Company also sells
concentrate for soda fountains to major restaurants and food service distributors.
One notable exception to this general relationship between TCCC and bottlers is
fountain syrups in the United States, where TCCC bypasses bottlers and is
responsible for the manufacture and sale of fountain syrups directly to authorized
fountain wholesalers and some fountain retailers.
The Coca-Cola Company owns minority shares in some of its largest franchises,
like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling
Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce
almost half of the volume sold in the world. Independent bottlers are allowed to
sweeten the drink according to local tastes.
The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling
Company".
12
Indian History
India is home to one of the most ancient cultures in the world dating back over
5000 years. At the beginning of the twenty-first century, twenty-six different
languages were spoken across India, 30% of the population knew English, and
greater than 40% were illiterate. At this time, the nation was in the midst of great
transition and the dichotomy between the old India and the new was stark.
Remnants of the caste system existed alongside the world’s top engineering
schools and growing metropolises as the historically agricultural economy shifted
into the services sector. In the process, India had created the world’s largest
middleclass, second only to China.
A British colony since 1769 when the East India Company gained control of all
European trade in the nation, India gained its independence in 1947 under
Mahatma Ghandi and his principles of non-violence and self-reliance. In the
decades that followed, self-reliance was taken to the extreme as many Indians
believed that economic independence was necessary to be truly independent. As a
result, the economy was increasingly regulated and many sectors were restricted
to the public sector. This movement reached its peak in 1977 when the Jantaparty
government came to power and Coca-Cola was thrown out of the country.
In INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather
than reveals its formula to the government and reduces its equity stake as required
under the Foreign Exchange Regulation Act (FERA) which governed the
operations of foreign companies in India. After a 16-year absence, Coca-Cola
returned to India in 1993, cementing its presence with a deal that gave Coca-Cola
ownership of the nation's top soft-drink brands and bottling network. Coke’s
acquisition of local Popular Indian brands including Thums Up (the most trusted
brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical
manufacturing, bottling, and distribution assets but also strong consumer
preference. This combination of local and global brands enabled Coca-Cola to
13
exploit the benefits of global branding and global trends in tastes while also tapping
into traditional domestic markets.
Leading Indian brands joined the Company's international family of brands,
including Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes product
range. In 2000, the company launched the Kinley water brand and in 2001, Shock
energy drink and the powdered concentrate Sunfill hit the market. While The Coca-
Cola Company is a global company with some of the world's most widely brands,
the Coca-Cola business in India, as in each country where it operates, is a local
business.
After a 16-years absence, Coca-Cola returned to India in 1993. The Company's
presence in India was cemented in November that year in a deal that gave Coca-
Cola ownership of the nation's top soft-drink brands and bottling network. Coca-
Cola India has made significant investments to build and continually improve its
business in India, including new production facilities, wastewater treatment plants,
and distribution systems and marketing equipment
During the past decade, the Coca-Cola system has invested more than US$ 1
billion in India
Coca-Cola is one of the country's top international investors by2003; Coca-Cola
India had won the prestigious Woodruff Cup from among 22 divisions of the
Company based on three broad parameters of volume, profitability, and quality.
In India, we indirectly create employment for more than 125,000 people in related
industries through our vast procurement, supply and distribution system
Virtually all the goods and services required to produce and market Coca-Cola
locally are made in India
14
A network of 29 contract-packers also manufactures a range of products for the
Company
The complexity of the Indian market is reflected in the distribution fleet, which
includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow
alleyways of Indian cities, and trademarked tricycles and pushcarts.
We will collaborate creatively with those who sell our products in the
marketplace, developing relationships built on mutual success, not only from our
brands, but also from our services.
15
COKE BRANDS IN INDIAN ORIGIN
COCA-COLA:
debut, using "Sprite Boy" as inspiration for its name. This elf
major soft drink in the U.S., and the world's most popular
FANTA:
The name was then revived in 1955 in Naples, Italy, when it was used for the
"Fanta" orange drink we know today. It is now the trademark name for a line of
DIET COKE:
16
VANILA:
LIMCA:
MAAZA :
THUMPS UP :
KINLEY WATER:
17
SUNFILL:
VISION
MISSION
system of superior brand and services thus increasing the brand equity.
To achieve the mission the company seeks the contribution from each of the
given areas:
Environmental policy.
Internal control.
18
BRINDAWAN BEVERAGES LTD.
In the network of the Coca-Cola system, Coca-Cola has either of the two
After 1993, when coca cola re enters Indian market, done a lot of changes in
the existing system of the soft drink market prevailing in India, by acquiring the
major brands and the bottling operations from Parle. After this company founded
purchasing other bottling operations, all around India and introduces new
technology in them. These bottling plants are called Company Owned and
Operation Bottling Operation. Company has full ownership and operational right for
these type of operations. The other type of bottling operation for the company are
called Franchise Owned and Operated bottling Operation, to these, the company
has given the right to produce the product for the company and to supply with in
19
20
In India Company have 26 COBO and 14 FOBO operations for the production and
control of the whole operation in India. These are divided in to various zones that
21
"COMPARATIVE ANALYSIS OF COKE & PEPSI"
Coca-Cola being 11 years older than pepsi has dominated the scene in most of the
soft drink markets in the world and enjoying leadership in terms of market share.
but the coca-cola people are finding it hard to keep away pepsi, which has been
narrowing the gaps regularly. the two are posing threats to each other in every
nook and corner of the world. while coca-cola has been earning most of its bread
and butter through beverage sales, pepsi has a multi products portfolio with some
The two warriors are face to face once again here in India with different strategies
and tactics to attack the rival. Coca-cola is focusing upon the joint ventures with the
existing bottlers { fobo } franchise owned bottling operations to enhance its control
on manufacturing and marketing of its products range and attain the quality
Countering it Pepsi has taken the battle in its own hands by floating as investment
company owned bottling operations. Both the companies are following different
path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink
market. both consider India a huge potential market, as per capita consumption
here is a mere 3 serving annually against the world average of 80. therefore, they
are putting in their best efforts to woo the Indian consumer who has to work for 1.5
minutes, a major hurdle to cross over for both the athletes for getting no.1 position
22
comparison to the inter. coca-cola is well set with its 53 bottling sites through out
and distribution set-up. on the other hand, Pepsi, with two more years in India, has
been able to set an image of a winner in India and has been able to get the pulse
of the India soft drink market. the soft drink giants are leaving on stone unturned
Coca-Cola has been penetrating the market through its wide product range with a
upgraded the whole industry by introduction 300 ml bottles, which in turn had given
the industry a booming growth of 20% as compared to the earlier 5%. they want to
develop a coca culture here and are working on a strategy to offer soft drink in
every possible package. in coca-cola camp, the idea of competition has not come
from pepsi, but from the other beverages such as tea, coffee, nimbu pani, water
etc. pepsi is quite aggressive in its approach to Indian consumer. they are
desperately working on the strategy to be winners in the hot cola war between two
big barons. according to pepsi philosophy, it’s the madness that encourages
executive to think, to conjure up those creative tactics to knock the fizz out their
competition. pepsi had plumbed a large on the visibility of its blue red and white
logo. they have been going with aggressive marketing by putting Amir khan,
Akshay Kumar and their advertisement to endorse their brand, the role models for
its targeted consumer the teenagers. They have increased the fizz in the market
place by introducing the dispensers called fountain Pepsi and has been enjoying a
lead over its rival there. Coca-Cola on the other hand, has been working on the
saying slow and steady wins the race’s side by retailing to every more of its
competitor. They have procured the shield of thums up with a handsome market
23
Countering pepsi’s international commercial that used two chimpanzees to cock a
snoop at coke, thums up come with the ad line, don’t be bandar, taste the thunder.
also thums up has been positioned now very near to that young image of Pepsi
These cool merchants have put everything on fire. it coke got the status of
the official drink of wills. world cup, pepsi blushed as nothing official about it. as
thums up projected as ‘saaree jahan se achcha’ pepsi was passionate enough with
‘freedom to be’ and now the “yeh dil mange more” when thums up came with
thunder blast, the other offered ‘pepsi stuff card’. if red is meant for coke, pepsi has
chosen to be blue.
Marketing mix of any organization consists of 4 P's i.e. product, price, place
and promotion having its own significance, which varies from one organization to
the other. In Coca-Cola the information about all the 4 P's that can be available to
me is given here:
PRODUCT: Product mix of Coca-Cola consists of the various brand packs and
flavors given in the table. Product strategy of the Coca-Cola is to promote all the
brands available in all the brands packs and to introduce the product in new flavors
and. even new product. Regarding this Kinley soda is introduced. Fanta in green
PRICE: Regarding the pricing policy or the price to the distributor is not disclosed
to me, but as done for the different product of the company, company has priced
the product same as that of its major competitor or the market leader.
24
PLACE: The Coca-Cola Company in India is governed from its corporate office
located at Gurgaon in Haryana. It governs the working of five zones covering whole
India these zones are: - Northern zone, Eastern zone, Western zone, Southern
zone and Andhra Pradesh zone. These zones are divided in to various, plants,
which govern the area assigned to them. The areas are the various distribution
centers called distributors and C&F agents. Then comes the retailers/customer for
the company's product, they receive goods from distributors and C&F agents.
Finally consumer is there, having the product from the customer's shops or
delivered to their home, it is more clearly visible through this chart. The Coca-Cola
Company, which gave its reach to the mouth of billions of people all around the
world having a wide distribution, network. In India, the pace and speed at which
Coca-Cola has widened its business is really amazing. Distribution network is the
PROMOTION: This part of the marketing is playing a very vital and important role
in the current situation in India. Looking at the competition and promotion and
advertising budget of both the companies coca cola and Pepsi, one can easily
BRANDING
What is a brand ?
is intended to identify the goods or services of one seller or group of sellers and
appropriation."
25
Manufacturers can use their own brands (known as Manufacturers' brands)
Why branding?
simple identification purposes to having legal protection for unique features of the
products from imitations and help consumers recognize certain quality parameters.
In some cases, brands are just used to endow the product with unique story and
While brands can represent all types of goods or entities, they have special
importance for products. Brand equities are stronger in soft drink products as the
consumer is reluctant to try unknown brands/ unbranded products for the following
reasons
unknown brand.
Successful brands generate strong cash flows, which enable the owner of
26
VALUATION OF BRANDS :
product with a brand versus a product without a brand name or with weaker brand
There are no widely accepted techniques of brand valuation. There are several
price cutting, aggressive promotions, lower margins for all the competing
brands.
3. DISTRIBUTION :
Manufacturer – Retailers
27
RETAILING :
In India, there are over 5 million retail outlets dispersed all over the country.
The retailing industry provides employment to over 18mn people. 1 out of every 25
developed countries, unit average size of a retail outlet in India is very small.
relatively undeveloped. There are no large super market chains/ shopping malls.
counterparts in the western countries do. While small chain stores called Apna
Bazaars and Sahakan Bhandaars, which offer products at reasonable prices, have
been fairly popular, Department Stores and Food Stores are slowly gaining
- Grocery stores
- Food stores
- Cold chains
The relative share of grocers dropped from over 50% in the early 90's to
35% in the late 90's. Chemist outlets on the other hand, have been expanding their
product range to include high margin FMCG products from shampoos to ketchup.
28
Themes for Coca-Cola Advertising
1922 1924
1935
29
Friends For Life
1939 1942
1952 1957
30
What You Want Is a Coke
Sign of Good Taste
1958 1959
Be Really Refreshed
1963 1969
31
Look Up America
Look Up America
1976
1978 1979
32
1995 onwards
MARKETING
directly. Direct marketing can be undertaken in several ways such as mail order,
own retail outlets, mobile vans etc. A new innovative approach to direct marketing
Market Research
33
Market research activities encompass studies on:-
- market characteristics
- competitive products,
- advertisement effectiveness
international markets.
- Marketing executives are physically away from the market and hence the
tremendous utility.
34
- Information is required for segmenting the market and appropriate pricing
Problems definition This forms the basis of research and failure to identify
the problem precisely will result in finding a correct solution for a wrong
problem.
sampling plan.
Field work: After finalization of research design, the actual data collection
begins. It can be done by the agency on its own or through subcontracting to third
Data analysis: The next step forms the heart of research activity. It
involves extracting meaningful information from the data collected and analyzing
35
TEST MARKETING :
Test marketing refers to testing out product and marketing mix with a small
number of well chosen consumers which are representative of the target segment.
CONSUMER'S PANELS :
new product to the consumer panels. The firm estimates trials as well as the repeat
purchasing by this method. There are statistical models to forecast market shares,
providing information about the product arouse demand for the product and
36
presentation, type of media, timing etc. They invariably do post audit of advertising
efficacy.
Promotions are of two type’s viz. pull promotions where consumers are
incentivized and push promotion where dealers/ retailers are incentivized. There
coupons, gift offers for consumers and target based incentives and display
schemes etc for retailers. Marketers also sponsor charity programs, sports etc to
DISTRIBUTION MANAGEMENT
distribution. The last part of the definition - retrograde and lateral distribution - is
schemes. Our ability to move materiel in any direction through the pipelines
and by leveraging stock age positioning to reduce the total cost of sustainment.
large geographical area, knowing exactly what you have and where it's located can
37
across your enterprise, as well as historical audits that can help with planning for
the future. With Frontier, you'll always know your inventory requirements and
availability for every product, at every plant. You can instantly find transit status for
parts and finished goods. Frontier helps you plan more efficient truck loading and
shipping routes. You'll also enjoy shipping and billing that is tightly integrated from
the initial sale through Accounts. A definition of dynamic control is also required
set and change priorities and modes of transportation in response to the war
supplies and materiel, we remain at the mercy of the transportation system and will
be forced into the comfort and expense of a stock age-based supply system.
Advanced Forecasting
Advanced Pricing
Agreement Management
Enterprise Facility
1. Daily report
4. RG 1
EMPTY
2. Breakage report
PRODUCT RANGE
39
Flavour Ingredients Pack Product Company
sugar 500Ml.
1.5 Litre
Sugar 500Ml.
1.5 Litre
Treated water+
Sugar 500Ml.
1.5 Litre
40
Clear Lemon Lemon Flavour+ 200Ml. Sprite Coca-Cola
Sugar 500Ml.
41
1. PREFER TO HAVE COLD DRINKS 40
4. PREFERENCE OF FLAVOURS 43
Table- I
42
Response Percentage ( %)
No of Respondent
Yes 100 100%
No 00 00%
Total 100 100%
Analytical Interpretation:
The given Chart & Table show that the most no. of respondent like to take
cold drink because it gives the full satisfaction in the hot and humid day. It was
found that 100% of respondent likes to take the soft drinks and 00% respondents
don’t want to take cold drinks. The people who don’t prefer are because of their
taste and preference. They are of the perception that Lassie and Nimbu pani are
100% 0% Yes
No
Analytical Interpretation:
The given Chart & Table show that the most no. of respondent like to take cold
drink because it gives the full satisfaction in the hot and humid day. It was found
that 100% of respondent like to take soft drinks and 00% respondent don’t want to
take cold drinks. The people who don’t prefer are because of their taste and
preference. They are of the perception that Lassie and Nimbu pani are beneficial
Response
No of Respondent Percentage (%)
(Time a day)
Less than 2 54 54%
2–4 35 35%
More than 4 + 11 11%
44
Total 100 100%
54
60
50
35
40
30
11
20
10
0
Less than 2 2–4 More than 4 +
Analytical Interpretation:
The given diagram & table show the frequency of taking cold drinks in
a day. It was found that 54% of respondent takes the less than 2 cold drink a day,
35% of respondent takes 2 – 4 cold drinks a day. And 11% of the respondent likes
to takes more than 4 cold drinks in a day. The people who consume more than two
cold drinks have a habit of a high consumption. For them a change in price doesn’t
changes their demand to a great extent. They also maintain a brand loyalty in the
Preference of flavors’
Cola 41 41%
Citric 26 26%
Lemon 21 21%
Orange 10 10%
45
Others 02 02%
Total 100 100%
45% 41%
40%
35%
26%
30%
21%
25%
20%
10%
15%
10%
2%
5%
0%
Cola Citric Orange Lemon Others
Analytical Interpretation:
The given graph & table show the most popular flavour in cold drinks is
Cola. It was found that the 41% respondent likes the Cola Flavored, 21% of
respondent likes the Lamon flavored, 26% of respondent likes the citric flavour,
10% likes the Orange flavour and only 2% likes the other flavored.
Yes 56 56%
No 39 39%
5%
Can’t Say 05 05%
56% No
Can’t Say
46
Analytical Interpretation:
The graph & table clear view regarding the importance given to a brand
name while choosing the cold drinks. It was found that the 56% of Respondent
says Yes and 39% of respondent say No and the only 5% of respondent not in
Brand 28 28%
Flavour 48 48%
Advertisement 06 06%
Chilled 18 18%
Total 100 100%
47
Analytical Interpretation:
The chart and diagram shows that the way respondent likes the particular brand of
cold drinks. It was found that 48% of respondent likes the because of flavour, 28%
respondent likes the cold drinks because of brand, 18% of respondent likes
Coke 58 58%
Pepsi 21 21%
Others 21 21%
Total 100 100%
48
60%
50%
40%
30% Series1
20%
10%
0%
Coke Pepsi Others
Analytical Interpretation:
The given diagram gives the view regarding the most popular and demanded
brand. It was found that the 58% of respondent preferred the Coke as most popular
brand, 21% of respondent say Pepsi as most popular brand, 16% of respondent
referred the coke as the popular brand and the only 21% of respondent say others
Cola 61 61%
Citric 30 30%
Fruit flavored 9 9%
Total 61% 100 100%
70%
60%
50%
30%
40%
30%
20% 9%
10% 49
0%
Cola Citric Fruit flavoured
Analytical Interpretation:
The given chart table shows that the most available flavour on the respondent
retailer’s shops. It was found that the 61% of respondent (Consumers) say that
they find Cola flavour on their retailer’s shop.30% of respondent found the citric
flavor on their retailer’s shop. Science cola flavour is a Universal flavour in India,
with consumers of all age, sex and preference accepting it whole heartedly.
Coke 51 51%
Pepsi 47 47%
Others 02 02%
Total 100 100%
2%
Coke
47% 51%
Pepsi
Others
50
Analytical Interpretation:-
The graph & table gives the information regarding the available the available brand
respondent found the Coke brands of cold drink highly available while 47% of
respondent said that they found Pepsi brand as highly available and only 02% of
respondent said that they found other brand like Frooti or others brands highly
In a cola flavor.
Coke 75 75%
Pepsi 25 25%
Total 100 100%
25%
46%
Thumps up
Coke
29%
Pepsi
51
Analytical Interpretation:
The given table and diagram gives the idea of the respondent opinion regarding
the Cola flavour drink. It was found that the 75% of respondent likes the Coke and
In Citric flavored?
29%
41%
Sprite
Mountain Dew
30%
7`Up
52
Analytical Interpretation:
The given table and Diagram gives the idea of the respondent opinion
regarding the citric flavour drink. It was found that the 41% of respondent likes the
Mountain Dew, 30% of respondent likes the 7 UP and the only 29% of respondent
likes the Sprit in Citric flavored. The consumers of Mountain Dew say that it has a
In orange flavored?
8%
28%
Fanta
Others
Analytical Interpretations:
53
The above given table and chart show the opinion of the respondent
regarding Orange flavour. It was found that the 28% of respondent likes fanta of
COKE brand, 64% of respondent likes the Miranda of the PEPSI brand and 8% of
In Mango flavour.
37%
41%
Mazza
Slice
22% Others
Analytical Interpretations:
The above shown table and chart gives the view regarding the opinion of respondent about
the Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of
respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand.
54
One of the greatest advantages with Frooti is that it comes in tetra pack which is a one
way pack. People find it convenient to take it home for consumption. Even coke and Pepsi
have introduced tetra pack in the Mango drink recently but it will definitely take some time
take away market from the market leader. Also Frooti is a well established brand has
38%
40%
35%
26%
30%
20%
25%
16%
20%
15%
10%
5%
0%
Blend Brand Image Availability Advertisement
Analytical Interpretations:
The graph & table above say that why the respondent like their favoured
brand. It was found that 38% of respondent likes his brand because of brand
and only 16% of advertisement. Brand image refer to the perception of the
55
customers regarding the choice of a particular brand. It comes with the kind of
advertisement brought by the company. Blend over here refers to the taste of the
flavour demanded.
Coke 52 52%
Pepsi 48 48%
Total 100 100%
48%
Coke
52%
Pepsi
Analytical Interpretations:
The given chart shows that the respondent about the most appealing brand
advertisement. It was found that the 52% of respondent says that Coke
most appealing one. The advertisement of Coke features Bollywood star like
Aishyarwa Rai, Hritik Roshan, Karishma Kapoor and Amir Khan who are highly
acceptable by the public. The advertisement of Coke featuring Amir Khan with a
punch line
“Thanda Matlab…………….Coca-Cola”
It was a super hit which took Coke not only to the rural markets but also
38%
40% 32%
30%
35%
30%
25%
20%
15%
10%
5%
0%
Coke Pepsi Thumps up
Analytical Interpretations:
The chart shows the opinion regarding the most effective punch line in respondent
view. It was found that 68% of respondent feel that Coke punch line is most
effective, 32% of respondent feels Pepsi ‘Punch line is most effective, Major no. of
Yes 40 40%
No 32 32%
28%
40%
Yes
No
32%
Can’t say
Analytical Interpretations:
The group & table show that the people like the product of it promoted by a
celebrity. It was found that 40% of respondent said that they the product because
of the celebrity shown in the advertisement consuming it, 32% of respondent says
anything. In India people have a great craze for their favorite celebrities’ They have
a lot of love for their favorite celebrities they want to imitate by doing what they do
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Response No of Respondent Percentage (%)
Yes 64 64%
No 22 22%
Can`t Say 14 14%
Total 100 100%
14%
Yes
22%
64% No
Can`t Say
Analytical Interpretations:
The given table & diagram shows that how effective the companies facility the
consumer. It was found 64% of respondent says yes. 22% of respondent says No
and 14% respondent can’t say anything. India is a mass market for the consumer
product but at the same time it is also a very “Price Sensitive” Market. So with a
small decrease in price results in a drastic increase in the demand. Since soft drink
is a consumer product, the price has a great influence on the demand of the
product.
RESEARCH METHODOLOGY
The success of any survey is depends upon resources, quality and timing and
integrity of the surveyor who compiles the primary data. So it is a very important
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task is to manage all the available resources which make impact on the quality of
survey.
RESEARCH DESIGN
Descriptive Research
Approach-
The approach behind a surveyor the project varies with the purpose of the survey.
Under this report, "quantitative" approach is used which is concerned with the
objective assessment of the availability and display that is clearly visible and can
population. All the consumers are chosen from different location of Barielly City.
Planning: For a successful compilation and best result within a limited time the
planning was must. In this way the first step was to design an appropriate data
form we can say it questionnaire that covers all the mandatory areas of information
that is to be analyzed. The data form which I was used to collect data was
Sampling Design
Primary Data
Secondary Data
The two sources for data collection are documentary or secondary and field or
primary is used. Because I have to collect the information, which is fickle in nature,
the availability and display of the product changes even each and every day,
therefore questionnaire is selected as the survey instrument. The forms used for
covered Barielly City & took data of different areas it was great to visit company
like "Coca-Cola", season like "Summer" and product like "Cold Drink", combining
all the factors together make the sample design for the project very important for
the real extract from the market. According to my judgment and to cover all the
major areas the sample was selected. The sample size was 100 consumers.
The more important types of diagram which are use in statistical work are:-
diagram. In this method bar of equal width are taken for the different items of the
series. The length of the bar represents value of the variables concerned.
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2. Pie Chart : It is a circle whose area is divided proportionately among the
different components by straight lines drawn from the center to the circumference
of the circle. When statistical data are given for a number of categories and we are
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FINDING
AND
ANALYSIS
SWOT ANALYSIS
STRENGTH:
Good quality and innovation of product for long term customer relationship.
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Good advertising campaign, and brand ambassador.
WEAKNESS:
Rising No. of date dealers that will wrong effect in market condition.
OPPORTUNITY:
THREATS:
Pepsi is the major competitors, that means watch myopia in the market
every time.
Pepsi have captured major market of 200 ml, 300 ml, 500 ml,& 2 lt .
Retailers divert to pepsi because they are getting good schemes & Increase
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LIMITATION OF RESEARCH
1.The area of study is limited to the merchandising and route productivity aspects
of the system, while the marketing has other crucial areas too which were left
uncharted
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2. The study is limited to eastern region of coca cola which is a multinational
3. The time period allotted for the study was only of two months, which may provide
4. The study was based on both primary and secondary data but the relevance of
5. The success of any survey depends upon the quality and integrity of the
surveyor who collect the basic data by expressing the subject under the study and
questionnaire .The accuracy of the data collected solely depends upon the
FIELD EXPERIENCE
The success of any survey depends upon the quality and integrity of the surveyor
who collects the basic data by expressing the subject under the study and on the
respondents who provides the data required by filling up the questionnaire .The
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accuracy of the data collected solely depends upon the cooperation and
Keeping this in mind i have tried my best to collect the reliable data. During this
process I came across a Variety of experiences some interesting and some bitter
one’s. After knowing the utility of the survey some of the respondents filled up the
questionnaire sincerely whereas some of the other were not interested in it . How
ever, most of respondents were friendly and cooperative and willingly filled up the
questionnaire with utmost sincerity and to best of their knowledge. Barring few
exceptions I had a pleasant time with respondents. I hope that the respondents did
not feel the interview insipid and boring. I got the opportunity to interact with
RECOMMENDATIONS
Doing a survey on consumers market provided a lot of insight into the dynamics of
the market place and with it valuable insights were also gained into the psyche of
1. SUPPLY
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The demand of Thums up & Maaza far exceed the supply especially in case of
200ml and pet bottles. Few shop owners’ clamed that many a times no supply is
Sometimes the delivery vans of Coca-Cola starts late from the distribution point
and that of rivals reach early .so eateries, which generally serve soft drinks in the
glass, buy the soft drinks from the delivery van which arrives first.
concept of broken bottles. When dealing with the shop and the eatery owners
All flavors and all size of bottles are kindly available in the market.
2. COMPANY REPRESENTATION
repeatedly. The Company must ensure that the representatives do visit an outlet at
The Company easily influenced many eatery owners, which provide them with
better facilities. There was a tendency to push the product of the Company which
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CONCLUSION
From this summer training and project titled "Merchandising and route
productivity" in Coca-Cola, I have learned a lot about real practical work being
done in the market I have also watched & learned the practical applicability of the
I observed on the basis of survey in Bareilly city that Coca-Cola laid emphasis
on merchandising in order to become the No.1 brand in soft drink industry the
report was finds out the availability of different flavor and packs.
factor which hamper or enhance sales. Each segment had its own Pros & Cons. So
we have to understand the various segment of soft drink industry that which flavor
is existing more in the market, Such as Thums-up strong brand of coke which is
more popular in young generation. I also observe about fate dealer, sub dealer,
monopoly counter & its marketing strategy. Such as fate dealer is influence wrong
direction to the market. They are supply product at high margin with low scheme.
As we know till now since ill soft drink industry the concept of brand loyalty is not in
have a good report with the retailers why supply them regularly and provide them
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ANNEXURE
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QUESTIONNAIRE
2. Address: - …………………………
3. Age group: -
4. Educational Background
(b) Intermediate
(c) Graduation
9. Do you give importance to brand name while choosing your cold drink?
(d) Others
11. You like the particular brand of cold drink because of?
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(a) Brand (b) Flavor (c) Advertisement
(d) Chilled
canteen/colony/locality?
(c) Others.
(d) Advertisement
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18. Most effective punch line in your opinion of?
20. Do you think that the pricing strategy adopted by the cola companies
………………………………………………………………………………………………
………………………………………………………...
……………………………………………………………………………….......
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BIBLIOGRAPHY
edition.
2003.
cola.com>
www.distributing-company.com.
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