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PROJECT REPORT
Submitted for Partial
fulfillment for
The Award of the degree of Master in
Business
Administration
(2007-2009)
HINDUSTAN COLLEGE OF SCIENCE
TECHNOLOGY AND MANAGEMENT
FARAH,MATHURA(U.P)
1
FACULTY GUIDE ROLL. NO:-
MBA
ACKNOWLEDGEMENT
_______________________________________________
2
EXECUTIVE SUMMARY
Coca-Cola, the product that has given the world its best-known taste was
born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s
leading manufacturer, marketer and distributor of non-alcoholic beverage
concentrates and syrups, used to produce nearly 400 beverage brands. It
sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. Coca-Cola was first
introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted caramel-colored syrup in a three-
legged brass kettle in his backyard. He first “distributed” the product by
carrying it in a jug down the street to Jacob’s Pharmacy and customers
bought the drink for five cents at the soda fountain. Carbonated water was
teamed with the new syrup, whether by accident or otherwise, producing a
drink that was proclaimed “delicious and refreshing”, a theme that
continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola
originated as a soda fountain beverage in 1886 selling for five cents a glass.
Early growth was impressive, but it was only when a strong bottling system
developed that Coca-Cola became the world-famous brand it is today. Coca-
Cola was the leading soft drink brand in India until 1977, when it left rather
than reveal its formula to the Government and reduce its equity stake as
required under the Foreign Regulation Act (FERA) which governed the
operations of foreign companies in India. In the new liberalized and
deregulated environment in 1993, Coca-Cola made its re-entry into India
through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the
Coca-Cola Company. The main objective of this study lies in understanding
the organization and studying and understanding the consumers’ perception
3
and opinion about the latest product, Minute Maid Pulpy Orange, introduced
into India, by the Coca-Cola Company. A consumer sampling involving 5.5
lakh people was conducted in a span of 30 days across major cities in order
to give the product the required marketing push and to recognize the
prospective consumers and their opinion in order to develop and market the
product in a better way in the near future. The methodology used in
studying and understanding the perceived views of consumers towards the
product was ‘SAMPLING’. The findings of the activity have been drawn out in
form of graphs and suggestions have been offered there from.
TABLE OF CONTENTS
CHAPTER 1:
INTRODUCTION……………………………………………………7
1.1: A brief insight- The FMCG Industry in
India……………………………………..8
1.2: A brief insight- The Beverage Industry in
India……………………………….10
Figure 1: Beverage Industry in
India………………………………….10
4
2.3: Manifesto for
Growth……………………………………………………………………18
2.3.1:
Values…………………………………………………………………………………………18
2.3.2:
Mission………………………………………………………………………………………..19
2.3.3: Vision for Sustainable
Growth………………………………………………………..19
Figure 2: Vision for Sustainable
Growth…………………………………………20
5
Figure 4: Organization Structure of Coca-Cola
India……………….25
Figure 5: Organization Structure of Coca-Cola
India……………….26
3.4: Organization Structure of the Sales Department in
HCCBPL……………..27
Figure 6: Organization Structure of the Sales
Department…….27
3.5: Manufacturing Unit of
HCCBPL………………………………………………………28
Figure 7: Chain followed from Manufacture to
Distribution…….28
3.6: Manufacturing process at
HCCBPL………………………………………………..29
Figure 8: Manufacturing
process…………………………………………29
3.7: Business Plan model at
HCCBPL…………………………………………………….30
Figure 9: Business Plan model at
HCCBPL……………………………30
3.8: Distribution
Network…………………………………………………………………….31
3.8.1: Distribution
Routes…………………………………………………………….31
3.8.2: Distribution
System……………………………………………………………32
3.8.3: Departments involved in the Distribution
process………………….33
3.9: SWOT Analysis of
HCCBPL……………………………………………………………33
6
3.9.1:
Strengths………………………………………………………………………….33
3.9.2:
Weaknesses………………………………………………………………………34
3.9.3:
Opportunities…………………………………………………………………….35
3.9.4:
Threats……………………………………………………………………………..36
3.10: Competitors to
HCCBPL………………………………………………………………37
CHAPTER 4: PRODUCTS…………………………………………………………
38
5.1: Packaging
details…………………………………………………………………………40
7
5.4:
Procedure………………………………………………………………………………
……44
5.5:
Findings…………………………………………………………………………………
……45
5.5.1: Graph 1: Total number of Consumers based on Age
Group……45
5.5.2: Graph 2: Total number of Consumers based on
Gender…………46
5.5.3: Graph 3: General reaction of Consumers about
MMPO…………..46
5.5.4: Graph 4: Reaction analyzed on basis of Age
Group……………….48
5.5.5: Graph 5: Reaction analyzed on basis of
gender…………………….50
5.6: Additional
Details…………………………………………………………………………51
5.7:
Suggestions……………………………………………………………………………
……53
CHAPTER 6:
CONCLUSION……………………………………………………...54
APPENDIX…………………………………………………………………………..5
5
DATA SOURCES……………………………………………………………………
58
8
CHAPTER 1: INTRODUCTION
_______________________________________________
Coca-Cola, the product that has given the world its best-known taste was
born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s
leading manufacturer, marketer and distributor of non-alcoholic beverage
concentrates and syrups, used to produce nearly 400 beverage brands. It
sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Company’s
beverage products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition to
this, it also produces and markets sports drinks, tea and coffee. The Coca-
Cola Company began building its global network in the 1920s. Now
operating in more than 200 countries and producing nearly 400 brands, the
Coca-Cola system has successfully applied a simple formula on a global
scale: “Provide a moment of refreshment for a small amount of money- a
billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the world.
More than anything, that system is dedicated to people working long and
hard to sell the products manufactured by the Company. This unique
worldwide system has made The Coca-Cola Company the world’s premier
soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow,
9
Coca-Cola, more than any other consumer product, has brought pleasure to
thirsty consumers around the globe. For more than 115 years, Coca-Cola
has created a special moment of pleasure for hundreds of millions of people
every day.
The Indian FMCG industry witnessed significant changes through the 1990s.
Many players had been facing severe problems on account of increased
competition from small and regional players and from slow growth across its
various product categories. As a result, most of the companies were forced
to revamp their product, marketing, distribution and customer service
strategies to strengthen their position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry had
changed significantly. With the liberalization and growth of the Indian
economy, the Indian customer witnessed an increasing exposure to new
10
domestic and foreign products through different media, such as television
and the Internet. Apart from this, social changes such as increase in the
number of nuclear families and the growing number of working couples
resulting in increased spending power also contributed to the increase in the
Indian consumers' personal consumption. The realization of the customer's
growing awareness and the need to meet changing requirements and
preferences on account of changing lifestyles required the FMCG producing
companies to formulate customer-centric strategies. These changes had a
positive impact, leading to the rapid growth in the FMCG industry. Increased
availability of retail space, rapid urbanization, and qualified manpower also
boosted the growth of the organized retailing sector.
HLL led the way in revolutionizing the product, market, distribution and
service formats of the FMCG industry by focusing on rural markets, direct
distribution, creating new product, distribution and service formats. The
FMCG sector also received a boost by government led initiatives in the 2003
budget such as the setting up of excise free zones in various parts of the
country that witnessed firms moving away from outsourcing to
manufacturing by investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they
generally sell in large numbers and so the cumulative profit on such
products can be large. Unlike some industries, such as automobiles,
computers, and airlines, FMCG does not suffer from mass layoffs every time
the economy starts to dip. A person may put off buying a car but he will not
put off having his dinner.
11
biggest sectors of the Indian Economy provides up to 4 million jobs.
(Source: HCCBPL, Monthly Circular, March)
• Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and
Toiletries, Deodorants and Perfumes, Paper products (Tissues,
Diapers, Sanitary products) and Shoe care; the major players being;
Hindustan Lever Limited, Godrej Soaps, Colgate, Marico, Dabur and
Procter & Gamble.
• Spirits and Tobacco; the major players being; ITC, Godfrey, Philips
and UB
12
In India, beverages form an important part of the lives of people. It is an
industry, in which the players constantly innovate, in order to come up with
better products to gain more consumers and satisfy the existing consumers.
BEVERAGES
Alcoholic Non-Alcoholic
Carbonated Non-Carbonated
The beverage industry is vast and there various ways of segmenting it, so
as to cater the right product to the right person. The different ways of
segmenting it are as follows:
• Age wise segmentation i.e. beverages for kids, for adults and for
senior citizens
13
• Segmentation based on the amount of consumption i.e. high levels of
consumption and low levels of consumption.
The beverage market has still to achieve greater penetration and also a
wider spread of distribution. It is important to look at the entire beverage
market, as a big opportunity, for brand and sales growth in turn to add up to
the overall growth of the food and beverage industry in the economy.
14
CHAPTER 2: THE COCA-COLA COMPANY
_______________________________________________
2.1: HISTORY
15
drink that was proclaimed “delicious and refreshing”, a theme that
continues to echo today wherever Coca-Cola is enjoyed.
By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first
year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden
kegs. Red has been a distinctive color associated with the soft drink ever
since. For his efforts, Dr. Pemberton grossed $50 and spent $73.96 on
advertising. Dr. Pemberton never realized the potential of the beverage he
created. He gradually sold portions of his business to various partners and,
just prior to his death in 1888, sold his remaining interest in Coca-Cola to
Asa G. Candler, an entrepreneur from Atlanta. By the year 1891, Mr. Candler
proceeded to buy additional rights and acquire complete ownership and
control of the Coca-Cola business. Within four years, his merchandising flair
had helped expand consumption of Coca-Cola to every state and territory
after which he liquidated his pharmaceutical business and focused his full
attention on the soft drink. With his brother, John S. Candler, John
Pemberton’s former partner Frank Robinson and two other associates, Mr.
Candler formed a Georgia corporation named the Coca-Cola Company. The
trademark “Coca-Cola,” used in the marketplace since 1886, was registered
in the United States Patent Office on January 31, 1893.
The business continued to grow, and in 1894, the first syrup manufacturing
plant outside Atlanta was opened in Dallas, Texas. Others were opened in
Chicago, Illinois, and Los Angeles, California, the following year. In 1895,
three years after The Coca-Cola Company’s incorporation, Mr. Candler
16
announced in his annual report to share owners that “Coca-Cola is now
drunk in every state and territory in the United States.”
17
Year 1894: A modest start for a bold idea
The three pioneer bottlers divided the country into territories and sold
bottling rights to local entrepreneurs. Their efforts were boosted by major
progress in bottling technology, which improved efficiency and product
quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most
of them family-owned businesses. Some were open only during hot-weather
months when demand was high.
Year 1916: Birth of the Contour Bottle
18
status by the U.S. Patent Office. Today, it is one of the most recognized
icons in the world.
As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in
the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a
huge hit starting in 1923. A few years later, open-top metal coolers became
the forerunners of automated vending machines. By the end of the 1920s,
bottle sales of Coca-Cola exceeded fountain sales.
During the war, 64 bottling plants were set up around the world to supply
the troops. This followed an urgent request for bottling equipment and
materials from General Eisenhower's base in North Africa. Many of these
war-time plants were later converted to civilian use, permanently enlarging
the bottling system and accelerating the growth of the Company's
worldwide business.
For the first time, consumers had choices of Coca-Cola package size and
type-the traditional 6.5 ounce Contour Bottle, or larger servings including
10, 12 and 26 ounce versions. Cans were also introduced, becoming
generally available in 1960.
19
In the 1960s: Introduction of new brands
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb
and Mello Yello were added in the 1970s. The 1980s brought diet Coke and
Cherry Coke, followed by PowerAde and Fruitopia in the 1990s. Today
scores of other brands are offered to meet consumer preferences in local
markets around the world.
Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the Company
invested heavily to build plants in Eastern Europe. As the century closed,
more than $1.5 billion was committed to new bottling facilities in Africa.
The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as consumers
seek brands that honor local identity and the distinctiveness of local
20
markets. As was true a century ago, strong locally based relationships
between Coca-Cola bottlers, customers and communities are the foundation
on which the entire business grows.
2.3.1: VALUES:
• INTEGRITY: Be real
2.3.2: MISSION
21
• To Inspire Moments of Optimism... Through our brands and our
actions
22
FIGURE 2: VISION FOR SUSTAINABLE GROWTH
23
CHAPTER 3: HINDUSTAN COCA-COLA BEVERAGES
PRIVATE LIMITED (HCCBPL)
_______________________________________________
Coca-Cola was the leading soft drink brand in India until 1977, when it left
rather than reveal its formula to the Government and reduce its equity
stake as required under the Foreign Regulation Act (FERA) which governed
the operations of foreign companies in India. Coca-Cola re-entered the
Indian market on 26th October 1993 after a gap of 16 years, with its launch
in Agra. An agreement with the Parle Group gave the Company instant
ownership of the top soft drink brands of the nation. With access to 53 of
Parle’s plants and a well set bottling network, an excellent base for rapid
introduction of the Company’s International brands was formed. The Coca-
Cola Company acquired soft drink brands like Thumps Up, Goldspot, Limca,
Maaza, which were floated by Parle, as these products had achieved a
strong consumer base and formed a strong brand image in Indian market
during the re-entry of Coca-Cola in 1993.Thus these products became a part
of range of products of the Coca-Cola Company.
24
Contract Packers that facilitate the manufacture process of a range of
products for the company. It also has a supporting distribution network
consisting of 700,000 retail outlets and 8000 distributors. Almost all goods
and services required to cater to the Indian market are made locally, with
help of technology and skills within the Company. The complexity of the
Indian market is reflected in the distribution fleet which includes different
modes of distribution, from 10-tonne trucks to open-bay three wheelers that
can navigate through narrow alleyways of Indian cities and trademarked
tricycles and pushcarts.
“Think local, act local”, is the mantra that Coca-Cola follows, with punch
lines like “Life ho to aisi” for Urban India and “Thanda Matlab Coca-Cola” for
Rural India. This resulted in a 37% growth rate in rural India visa-vie 24%
growth seen in urban India. Between 2001 and 2003, the per capita
consumption of cold drinks doubled due to the launch of the new packaging
of 200 ml returnable glass bottles which were made available at a price of
Rs.5 per bottle. This new market accounted for over 80% of India’s new
Coca-Cola drinkers. At Coca-Cola, they have a long standing belief that
everyone who touches their business should benefit, thereby inducing them
to uphold these values, enabling the Company to achieve success,
recognition and loyalty worldwide.
25
COBO
FOBO
CONTRACT PACKAGING
3.2.1: VALUES
The values that the employees in the Company are expected to keep up to
and work by regularly are as follows:
26
• TEAMWORK: To unite for greater strength and work collectively as a
group towards the achievement of common goals.
27
• Suppliers as an opportunity to make reasonable profits when creating
real value-added in an environment of system-wide team work,
flexible business system and continuous improvement
28
FIGURE 4: ORGANIZATION STRUCTURE IN COCA-COLA, INIDA
29
FIGURE 5: ORGANIZATION STRUCTURE IN COCA-COLA, INDIA
3.4: ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
IN
HCCBPL:
30
FIGURE 6: ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
31
Manufacturing Plant,
Bidadi
Sales and
Distribution
Operations
Distributors Outlets
Outlets
32
FIGURE 8: MANUFACTURING PROCESS
• Water is received from the River Cauvery and it passes through the
water treatment plant, further passing through the sand filter and the
activated carbon filter, so as to attain pure cleansed water.
• Once both the water and the final syrup are ready, they are both
mixed together and sent to the carbonator section where Carbon
Dioxide is added to the mixture to form the final product.
33
• On the other hand, simultaneously, the returnable glass bottles are
depalletized, inspected and washed for the purpose of filling in the
final product in it. This step does not take place in the PET bottle line
as the bottles once used are disposed.
• The product is finally filled in the bottles, crowned (in case of RGB)/
capped (in case of PET bottles), labeled and cased in order to be sent
into the warehouse for distribution.
Coca-Cola India
division, Manufactures
Gurgaon Concentrate, Beverage
base and Syrup
Customers
Consumers
34
HCCBPL has a wide and well managed network of salesmen appointed for
taking up the responsibility of distribution of products to diverse parts of the
cities. The distribution channels are constructed in such a way that the
demand of customers is fulfilled at the right place and the right time when it
is needed by them.
The customers of the Company are divided into different categories and
different routes, and every salesman is assigned to one particular route,
which is to be followed by him on a daily basis. A detailed and well
organized distribution system contributes to the efficiency of the salesmen.
It also leads to low costs, higher sales and higher efficiency thereby leading
to higher profits to the firm.
35
• Future Consumption: This route consists of outlets of Coca-Cola
products, wherein a considerable amount of stock is kept in order to
use for future consumption. The stock does not exhaust within a day
or two, instead as and when required stocks are stacked up by them
so as to avoid shortage or non-availability of the product.
Examples: Departmental stores, Super markets etc.
• General: Under this route, all the outlets that come in a particular
area or an area along with its neighboring areas are catered to. The
consumption period is not taken into consideration in this particular
route.
36
• Merchandising: Merchandising means communication with the
consumer at the point of purchase to convey product benefit, value
and Quality. Sales people and delivery personnel both have this
responsibility. In certain locations special teams who go into business
locations to specifically merchandise our products.
37
3.9.1: STRENGTHS
3.9.2: WEAKNESSES
38
low. In India, there exists a major controversy concerning pesticides
and other harmful chemicals in bottled products including Coca-Cola.
In 2003, the Centre for Science and Environment (CSE), a non-
governmental organization in New Delhi, said aerated waters
produced by soft drinks manufacturers in India, including
multinational giants PepsiCo and Coca-Cola, contained toxins
including lindane, DDT, malathion and chlorpyrifos- pesticides that
can contribute to cancer and a breakdown of the immune system.
Therefore, people abroad, are apprehensive about Coca-Cola
products from India.
3.9.3: OPPORTUNITIES
39
• EXPORT POTENTIAL: The Company can come up with new products
which are not manufactured abroad, like Maaza etc and export them
to foreign nations. It can come up with strategies to eliminate
apprehension from the minds of the people towards the Coke
products produced in India so that there will be a considerable
amount of exports and it is yet another opportunity to broaden future
prospects and cater to the global markets rather than just domestic
market.
40
difficult. Therefore, this can limit the growth of the Company and
pose problems.
The competitors to the products of the company mainly lie in the non-
alcoholic beverage industry consisting of juices and soft drinks.
41
PepsiCo and Coca-Cola hold together, a market share of 95% out of
which 60.8% is held by Coca-Cola and the rest belongs to Pepsi.
CHAPTER 4: PRODUCTS
_______________________________________________
42
• In the Lemon section:
43
• In the Tonic Water section:
• Coca-Cola, Thums Up, Fanta Limca and Sprite: 330 ml can, 200 ml
and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre and 2
litre PET bottles
44
• Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles
45
CHAPTER 5: PROJECT
PERCEPTION OF CONSUMERS
TOWARDS
MINUTE MAID PULPY ORANGE
The main objective of this study lies in studying and understanding the
consumers’ perception and opinion about the latest product, Minute Maid
Pulpy Orange, introduced into India, by the Coca-Cola Company. Perception
can be defined as intuitive recognition of a truth, aesthetic quality and the
way a person sees or understands. In the case of Minute Maid Pulpy Orange,
46
one could define perception as the levels of awareness and acceptance
among people towards the product.
Minute Maid is a 62-year-old brand and entered the Coca-Cola fold in 1960.
The history of the ‘Minute Maid’ brand goes as far back as 1945 when the
Florida Foods Corporation developed an orange juice powder. The company
developed a process that eliminated 80% of the water content in orange
juice to form a frozen concentrates which, when reconstituted created
orange juice. The product was thereby branded ‘Minute Maid’, a name
signifying the convenience and the ease of preparation i.e. the drink could
be prepared in just about a minute. Minute Maid thus moved from a
powdered concentrate to the first ever orange juice from concentrate. Over
the years, through innovation and unmatched consumer experience
provided in over 60 countries, Minute Maid brand has clearly become one of
the world's largest juice and juice drink brands. Minute Maid Pulpy Orange in
India was launched in Hyderabad on the 19th Of February. The product is
aimed to further extend the leadership of Coca-Cola in India in the juice
drink category.
There are over a 100 products in the Minute Maid banner that include fruit
drinks in various flavors and fortified varieties. Coca-Cola is exploring its
options to introduce some of these in India in future after tweaking them to
suit local tastes and conditions. The product is made available in two packs;
one being a 400 ML bottle priced at Rs. 25 and the other being a 1 LT bottle
priced at Rs. 60. The exclusivity of the product lies in the presence of real
orange pulp in the drink contributing to its unique and refreshing taste.
Currently, the pulp is imported from Florida and the juice from Brazil, the
largest producers of Orange in the world. The product is bottled at the
bottling unit of Coca-Cola in Chittoor, Andhra Pradesh. In the long run, the
company would be sourcing these components locally by teaming up with
farmers.
47
The product is made available in groceries, large format stores, eating and
drinking outlets, convenience stores etc. Mr. John Ustas, CEO of HCCBPL,
said that Minute Maid Pulpy Orange would be retailed across 25,000 outlets
in the three Southern States of Karnataka, Andhra Pradesh and Tamil Nadu
in the months of March and April.
5.3: METHODOLOGY
The process of Sampling in the city of Bangalore was conducted in the chain
of Food World outlets all over the city. A modern trade outlet like Food
World was chosen because of facts like; the number of Food World outlets is
high and the number of walk ins at each outlet was comparatively high as
compared to any other stores or any other modern trade outlets. In recent
years, consumers have preferred shopping for grocery and other
necessaries at super markets due to reasons like, location of the store,
48
shopping at leisure and convenience, spacious stores, availability of a wide
array of products, prices offered and the quality of the products. Food World
has been existent in the city for a very long time now and it is an outlet
which satisfies all the above conditions and keeping that in mind, it was
chosen.
5.4: PROCEDURE
• Talk to the store Manager in the respective store and attain chiller
space in order to chill the bottles as it was necessitated that the
drinks be served chill to the consumers and chill the bottles for about
two hours.
• When the consumer entered or exited the store, the trainee had to
stop the consumer and tell the consumers few facts about the
product i.e. that it was the latest product introduced by Coca-Cola,
that it was an orange drink with real orange pulp in it and that it was
to be had chilled and shaken well before use.
• Then the bottles were to be shaken well, opened and given to the
consumer to taste and once they sipped the drink, the consumer
would be requested to give an oral opinion about the product.
49
5.5: FINDINGS
5.5.1: GRAPH 1
This graph depicts the total number of consumers divided on the basis of
the age group they belong to. The age of consumers included in the
sampling activity ranged from 5 years to 75 years. Accordingly the age
groups 5 to 15, 15 to 25, 25 to 35, 35 to 45, 45 to 55, 55 to 65 and 65 to 75
have been formulated. There is not set limit for the age of the consumers
mainly because ‘Minute Maid Pulpy Orange’ is a fruit drink and it can be
consumed by people across different age groups with no restrictions being
laid and consumers of all ages enter food world on a given day, either
individually and in the case of children, with their parents. The consumers
who were sampled with were between 5 years and 75 years of age. The
approximate age of the consumers was to be guessed and noted down.
Around 50% of consumers fall in the 25 years to 35 years and 35 years to
45 years age groups and the other 50% is distributed among the other age
groups.
Total No. o
8%
50
GRAPH 1: TOTAL NUMBER OF CONSUMERS BASED ON AGE GROUP
5.5.2: GRAPH 2
No. o
51
5.5.3: GRAPH 3
Opinion of
From the above graph, it can be seen that, more than half the people who
tasted the product liked the product, i.e. they gave positive feedback about
the product and 15% of the consumers did not like the product. Out of the
remaining 19% of consumers, 11% people came up with mixed reactions i.e.
11%
they had reasons both to like and dislike the product and a small chunk of
52
8% of the total consumers sampled with, said they did not like the drink too
much, neither did they love the drink.
5.5.4: GRAPH 4
Feedb
87
90
80 76
70
60
From the above graph, it is evident that, across all age groups, a major
portion of consumers liked the product. Further opinions received from
different age groups could be compared and analysed as follows:
umers
50 53
• Ranging from ages 5 to 55, it can be noticed that, in every age group,
more than 50% of the consumers have liked the product.
• In the age group of 5 years to 15 years, 87% of the consumers have
liked the products. The main reason behind this is children are fond of
juices and sweet substances. They crave to have anything that is cold
and the product when sampled, was made sure was cold and the
remaining 13% is divided between average and disliked. There were
no consumers who gave mixed reactions. This could be due to the
reason that children cannot come up with good enough reasons as to
why they like or dislike a product. They just give their opinion.
54
sugar; Minute Maid Pulpy Orange being a fruit juice and have added
sugar in it was a big no to them. Some of them were even
apprehensive about the Coca-Cola brand name attached to the
product; according to them Coca-Cola makes only carbonated soft
drinks.
5.5.5: GRAPH 5
70
60
consumers. Males and females have shown the same kind of reaction
40
55
towards the product. About 70% of the both males and females liked the
product. This may be due to the fact that Orange juice is a universal favorite
and people across the world, across both genders love having orange juice.
Around 20% of both males and females gave an average rating to the
products and the rest were confused.
The reasons given by consumers for having liked the product were:
• It is not bitter like other readymade juice products that are available
in the market.
• It has got real pulp in it and when one can feel the pulp and this
makes the drink tastier.
• It is a non-carbonated drink.
The reasons given by consumers for having disliked the product were:
• It is too sweet.
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• It is too watery i.e. the consistency is not good.
• It is not exactly a drink for adults; the taste is more to suit children
rather than adults.
The above points under categories liked and disliked are contradictory to
each other. Both categories have few same points like the bitterness and
the sweetness of the juice. This contradiction arises due to the following
reasons:
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• Level of health consciousness is different among different consumers.
5.7: SUGGESTIONS
Taking the above analysis into consideration, the following points can be
regarded for further marketing of the product:
• Due to the current prices, an eyebrow raiser for some, the product
could be sold in packs of 2 or more and there could be a price
reduction.
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drink would come in more flavors and another 10% of the consumers
did not like Orange juice so they were anticipating the probable
launch of other flavors.
• Smaller packs of Minute Maid Pulpy Orange like tetra packs of 200-
300 ml can be introduced as, when a customer wants a small amount
of the drink just to quench his thirst for that moment, he would not
want to buy a bottle containing 400 ml or 1litre of the juice.
Therefore, smaller packs of the product do come in handy.
CHAPTER 6: CONCLUSION
_______________________________________________
The Sampling activity was a good first step into the area of Marketing and
Sales. It gave good amount of exposure mainly because after being trained,
trainees were given an opportunity to carry out the process ourselves. It
helped in developing a considerable amount of convincing skills, because, it
took a lot of it to convince the store managers to give us cooler space to
cool the product for 2 hours and even more to convince the customers into
tasting the product and to get reviews from them. A good understanding of
the market was accomplished as around 700 people were spoken to and
that group consisted of a variety of customers. This even helped in the
polishing of communication skills, a must-have to survive and make it big in
the present world. It even gave a good understanding of behavior of
customers when placed in different situations. It was a good opportunity to
work on the skill of patience, as a large number of customers were to be
dealt with. It helped in developing the kind of relations one needs to uphold
in the corporate world and it helped in building up the right attitude.
As all the points in the above mentioned paragraph, are the must-have skills
for anyone in the field of Marketing and Sales, the training period was a
good experience and a good stepping stone into the real business world.
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As a future line of research, the Marketing and Sales Department at HCCBPL
could offer projects like:
APPENDIX
Key
M Male
F Female
T Total
L Liked
A Average
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M Mixed
R Reaction
D Disliked
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55 to 65 23 3 18 14
65 to 75 20 6 9 15
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DATA SOURCES:
_______________________________________________
• http://www.cybernoon.com
• http://news.bbc.co.uk
• http://www.thecoca-colacompany.com
• http://www.coca-cola.com
• http://www.ko.com
• http://www.hoovers.com
• http://www.google.com
• http://www.wikipedia.org
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