SUMMER TRAINING PROJECT REPORT

COCA COLA INDIA LTD.

ADVERTISEMENT CAMPAIGN OF A POPULAR FMCG

BRAND-COCA COLA

Submitted in partial fulfillment of the requirement of

Bachelors of Business Administration (BBA)
GURU JAMBHESHWAR UNIVERSITY, HISAR

TRAINING SUPERVISOR: SUBMITTED BY:

AKHILESH MEHTA HANSPAL SINGH
Marketing Manager Batch: 2008-2011
Enroll. No. :07511242491

SESSION 2008-2011

GURU JAMBHESHWAR UNIVERSITY

HISAR-125001

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 STUDENT DECLARATION

This project report is submitted at Guru Jambeshwar University of Science &

Technology, Hisar towards “In-Company Training & Project Report (BBA-III Year,
Paper Code: BBA-307), for the partial fulfillment of Degree of Bachelor of Business
Administration (BBA).

I, Hereby, declare that this is the original work done and the information provided in
the Project report is Authentic and not copied from anywhere and neither submitted in
any other Degree / Diploma Programme.

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 ACKNOWLEDGEMENT

This study would not have been possible without the cooperation of and generous
help from a number of people. While it may not be possible for me to express my
gratitude to all of them individually, I wish to place on my record my appreciation to
them for all the help they extended to me during the project.

I am very thankful to Mr. Akhilesh Mehta(Marketing Manager) of Coca Cola Ltd.

who guided me in the whole process. I would also like to thank all those employees of
Coca Cola Ltd. who helped me in my project.

I owe my indebtedness to My Project Guide Ms. Nishi Agarwal, for her

keen interest, encouragement and constructive support and under whose able guidance

I have completed out my project. She not only helped me in my project but also gave

me an overall exposure to other issues related to retailing and answered all my queries

calmly and patiently.

I take the pleasure to express thanks to all my colleagues for many useful

discussions and cooperation during the course of the project work.

HANSPAL SINGH

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 EXECUTIVE SUMMARY

The Coca-Cola Company (NYSE: KO) is the world’s largest manufacturer,

distributor, and marketer of non-alcoholic beverage concentrates and syrups. Based in
Atlanta, Georgia, KO sells concentrated forms of its beverages to bottlers, which
produce, package, and sell the finished products to retailers. The Coca-Cola Company
operates in over 200 countries and sells over 400 different products, including the
world-famous Coca-Cola and Sprite lines of soft drinks.

KO faces several challenges today. An increased consumer preference for healthier

drinks has resulted in slowing growth rates for sales of carbonated soft drinks
(abbreviated as CSD), which constitutes 74% of KO’s sales. KO’s profits are also
vulnerable to the rising costs for the raw materials used to make drinks - such as the
corn syrup used as a sweetener, the aluminum used in cans, and the plastic used in
bottles. Additionally, as food retailers continue consolidating, they’re gaining more
power to negotiate for lower prices, decreasing KO’s price flexibility.

Despite these challenges, Coca-Cola has remained highly profitable. Though the non-
CSD market is growing quickly, the traditional CSD market is still much larger in
terms of both revenues and volume. The size and variety of KO’s offerings in the
CSD category, coupled with the unparalleled brand equity of the Coca-Cola
trademark, has allowed KO to maintain its share of the large, high-margin CSD
market. At the same time, KO has responded to consumers’ changing tastes and
begun launching new, non-CSD alternatives.

The Coca-Cola Company engages in the manufacture, distribution, and marketing of

nonalcoholic beverage concentrates and syrups worldwide. It principally offers
sparkling and still beverages. The company's sparkling beverages include
nonalcoholic ready-to-drink beverages with carbonation, such as energy drinks, and
carbonated waters and flavored waters. Its still beverages consist of nonalcoholic
beverages without carbonation, including non-carbonated waters, flavored waters and

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enhanced waters, juices and juice drinks, teas, coffees, and sports drinks. The Coca-
Cola Company also offers fountain syrups, syrups, and concentrates, such as flavoring
ingredients and sweeteners. The company markets its nonalcoholic beverages under
the Coca-Cola, Diet Coke, Fanta, and Sprite brand names. The Coca-Cola Company
also owns mineral water brands Kinley. The Coca-Cola Company, nourishing the
global community with the world’s largest selling soft drink since 1886, returned to
India in 1993 after a gap of 16 years giving a new thumbs-up to the Indian Soft Drink
Market. In the same year, the Company took over ownership of the nation's top soft-
drink brands and bottling network. No wonder, their brands have assumed an iconic
status in the minds of the consumers. Coca-Cola serves in India some of the most
recalled brands across the world including names such as Coca-Cola, Diet Coke,
Sprite, Fanta, Thumps Up, Limca, Maaza and Kinley (packaged drinking water).

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TABLE OF CONTENTS

CHAPTER-1 Introduction

1.1 Overview of Industry as a whole

CHAPTER-2 Company Profile

2.1 Profile of the Company

2.2Problems of the Company

2.3 Competition Information

2.4 SWOT Analyses

CHAPTER-3 Conceptual Discussion

CHAPTER-4 Research Methodology

4.1 Objectives of the study

4.2Scope of the study

4.3Significance of the study

4.4Managerial Usefulness of the study

4.5Research Methodology

4.6Limitation of the study

CHAPTER-5 Data Analysis and Interpretation

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 CHAPTER-6Facts and Findings

CHAPTER-7 Recommendations

CHAPTER-8 Conclusion

Annexure

• Questionnaire

Bibliography

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 CHAPTER 1

INTRODUCTION

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1.1 OVERVIEW OF THE SOFT DRINK INDUSTRY

BACKGROUND

Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft
drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks.
Cola, lemon and oranges are carbonated drinks while mango drinks come under non-
carbonated category. The soft drinks market till early 1990s was in hands of domestic
players like Campa, Thums Up, Limca, etc. but with opening up of economy and
coming of MNC Players: Pepsi and Coke, the market has come totally under their
control. While world wide Coke is the leader in carbonated drinks market in India it is
Pepsi which scores over Coke but this difference is fast decreasing (courtesy huge ad-
spending by both the players). Pepsi entered Indian market in 1991, coke re-entered
(After they were thrown out in 1977, by the then central government) in 1993.

Pepsi has been targeting its products towards youth and it has struck right chord with
the market and the sales have been doing well by sticking to this youth bandwagon.
Coke on the other hand struggled initially in establishing it self in the market. In a
span of 7 years of its operations in the county it changed its CEO four times but
finally they seem to have started understanding the pulse of Indian consumers.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home
consumption. Fountains also dispense them in disposable containers.

Segmentation

The soft drink market can be segmented on the basis of place of consumption or on
the basis of type of products.

The segmentation on the basis of place of consumption divides the market into two
parts:

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 • On-premise: - 80% of the consumption of soft drinks is on premise i.e.
restaurants, railways stations, cinema etc.

• At-home: - the rest 20% of the market compromises of the soft drink
purchased for consumption at home.

The market can also be segmented on the basis of types of products into cola products
and non-cola products.

• Cola products account for nearly 61-62% of the total soft drinks market. The
brands that fall in this category are Pepsi, Coca-Cola, Thumps Up, Diet Coke,
and Diet Pepsi etc.

• Non-cola segment which constitutes 36% can be divided into 4 categories

based on the types of flavors available, namely:

• Orange

• Cloudy Lime

• Clear Lime

• Mango

i. Orange flavor based soft drinks constitute around 17% of the market. The
segment is largely dominated by national brands like Fanta of Coca Cola and
Mirinda Orange of PepsiCo, which collectively form15% of the market rest of
the market is in hands of smaller brands like Crush (earlier of Cadbury
Schweppes and now of coca Cola), Gold Spot etc.

ii. Cloudy Lime flavor constitutes 14% of the market and is largely dominated by
Limca of coca cola and Mirinda Lemon of PepsiCo. Limca is the market
leader with around 70-75% of the market followed by Mirinda Lemon.

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 iii. Clear Lime: this segment of the market witnessed good growth initially with all the
players launching their brands in the segment. But now the growth in the segment has
slowed down. The brands available in this segment are 7 Up of Pepsi, Sprite of Coca
Cola and Canada Dry (earlier of Cadbury Schweppes and now of Coca cola). The
segment constitutes 3% of the total soft drinks market.

iv. Mango: this flavor segment constitutes 2% of the total soft drinks market and
it directly competes with mango based fruit drinks like Frooti. The leading
brands in this segment are: Maaza of Coca Cola, Mangola (Earlier of Dukes
now of PepsiCo) and Slice of PepsiCo

There is very thin line of difference between the clear and cloudy lime. The most
obvious feature is that clear lime has to be bottled in green bottles as sunlight harms
the drink and changes the taste.

There are some small local brands at city or regional levels. Most of these are either
merging with the two big players (Coca-Cola and Pepsi) or they command a very
small – less than 3%, of the total market in their respective areas.

Consumer Habits and Practices

 Soft drinks come under the category of products purchased in impulse.

Though the market is marred by brand loyalty the purchase decision itself
is a low involvement decision. This attitude of impulse buying is slowly
changing to occasion-led buying and also to some extent to consumption
through home refrigeration particularly in urban areas.

 The market is slowly moving from non alcoholic carbonated drinks to fruit
based drinks and also to plain bottled water due to lower price and ready
availability.

 Consumers purchase soft drinks primarily to quench thirst. Therefore

people traveling and not having access to hygienic water reach out for soft

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 drink. This accounts for a large part of the sales.

 Brand awareness plays a crucial role in purchase decisions.

 Consumers prefer convenient and economy products.

 Availability in the chilled form affects the purchase decision. This has
made both the companies to push its sales and to increase its retail
distribution by offering Coolers to retailers.

 While there is no aversion to consumption of soft drinks by any age group,

the main consumers of this market are people in the age group of 30 and
below.

 Product differentiation is very low, as all the products taste the same. But
brand loyalty is high in the case of kids and people in the age group of 20-
30 yrs.

 Consumers are sensitive to the outlay where the purchase of beverages is

concerned. Hence the market is price sensitive.

 Due to the high cost of soft drinks, a lot of times consumers prefer
beverages like tea, coffee or other drinks like sherbet and squashes.

 Per capita consumption in India is among lowest in the world at 5 bottles

per annum compared to 80 bottles in Thailand and 800 bottles in USA.

 Delhi market has highest per capita consumption in the country with 50
bottles per annum compared to 5 bottles for the country

 While 75% of the PET bottle consumption is in urban areas, the 200ml
bottles sales are higher in rural areas

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  According to NCAER lower, lower middle and upper middle class people
do survey 91% of the total consumption of soft drinks in the country.

Market Characteristics:

The soft drink market is highly skewed in terms of place of consumption, in terms of
regional distribution & soft drink flavors as well as in terms of SKUs

While 80% of the consumption is impulse based outside home 20% comes from
consumption at home. This trend is slowly changing with increase in occasion led
sales. Changing life style, increasing urbanization and impact of liberalization has
slowly and gradually started moving the market from impulse led to occasion led and
home refrigeration led consumption.

The market preference is highly regional based. While cola drinks have main markets
in metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks
are popular in southern states. Sodas too are sold largely in southern states besides
sale through bars. Western markets have preference towards mango-flavored drinks.
Diet Coke presently constitutes just 0.7% of the total carbonated beverage market.

Major Players And Market Shares

The two global majors Pepsi and Coca-Cola dominate the soft drink market in India.
Coca-Cola, which had winded up its India operations during the introduction of the
FERA regime, reentered India 16 years later in 1993. Coca-Cola acquired a major
chunk of the soft drink market by buying out local brands Thums Up, Limca and Gold
Spot from Parle Beverages. Coca Cola has also acquired Cadbury Schweppes soft
drink brands Crush, Canada Dry and Sport Cola in early 1999 and now recently in
Oct '00 it acquired distribution rights of these brands from IFB Agro Limited. Pepsi
although started a couple of years before Coca Cola in 1991, has a lower market share
today. It has bought over Mumbai based Duke’s range of soft drink brands. Both the
cola manufacturers come up with their own market share figures and claim to have

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increased their share. Recently in August '08 Pepsi claimed to have increased its
market share for first five months of calendar year 2008, to 49% from earlier levels of
47.3%, while Coke claims to have increased its share in the market to 57% in the
same period from 55% in the corresponding period last year. Coke figures are based
on ORG's data while that of Pepsi are based on IMRB data.

Market Share (in %)

Brand Name Market Share (in %) (ORG Market Share (in %) (IMRB
figures) figures)

Pepsi 41 49

Coca Cola 57 48

Distribution Network

There is no involvement of wholesalers in the distribution of products. It is more like

an agent network. The companies have divided the country into various regions and
established a franchisee in each region. The franchisees have their own bottling plants
and manage all the day-to-day operations. However, of late, the soft drinks companies
have started setting up company owned bottling units/ have been acquiring some of its
franchise bottles.

Advantages And Limitations Of Franchisee Network-

Advantages are-

• Reduced investment levels in manufacturing equipments:

If a company sources its products from franchisees, it does not require setting up its
own manufacturing plant for the purpose. The company thus benefits from reduced
investments in manufacturing facilities, inventories of raw materials and other

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functions required for the manufacturing of the components.

• Savings on management time:

As the components are outsourced, the company stands to gain by saving on the
management time and cost. The role of the company gets restricted to establishing the
systems and in quality control at the franchise locations. Over a period of time the
systems implemented stabilize and hence the involvement of the company remains on
at the strategic decisions level.

• Regular supply of components:

With the development of strong relations with the franchisees, the manufacturer can
be assured of a regular supply of components as per the manufacturer’s specifications.

• Reduced interfacing and dealing with labor

The labor and union employees involved in the manufacturing are the responsibility
of the franchisee. This is beneficial as it reduces the management time and
involvement in solving their issues.

Limitations are-

• Large volumes

To set up an ancillary base, the company is required to produce large volumes as the
franchisee may not be interested in making large investments in the manufacturing
facilities if the volumes required to be produced are low. Especially the existing
franchisees will not take the risk of tying up with new players.

• Financial support

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In India, most vendors are small in size and do not have the capital to invest in these
equipments, which requires the manufacturers to give them the financial support. This
problem becomes intense when the manufacturer has an existing franchisee base and
wants to increase the capacity.

INDIAN SOFT DRINK INDUSTRY

Dating back to 1993 the share of Cola In all types of soft drinks was (40%), that of
orange (20%), Lime and Lemon (30%) and that of Fruit Juice (10%). Of the Rs.
10,000 crore processed food market, cold beverage % share was 16%. Rs. 1,200 crore
Indian soft drink market has grown at an average of 2.5 to 3% from 1984 to 1992. In
unit terms, total market, today is about 110 million cases where per capita
consumption of soft drinks is in India, which amounts to about 5.3 bottles per year.

Having begun in 1949, by 1978, Parle led the Indian soft drink Industry market with a
share of 33%. Their strongest and highest selling brand, Thums Up contributed to its
growth in 1990 when the market share touched 70%.

But with arrival of Pepsi it had climbed down to 53% Pepsi had a market share of
about 20% in early 90's.

Till 1990, Parle's chief rival was pure drinks, but had been constantly losing out to
Parle and with arrival of Pepsi it had come down to a more 6% from 10%, and its
position in the market wass still deteriorating.

Pure drinks owner was Late Charanjit Singh and his Company's share was largely
affected by less number of bottling plants and a limited distribution network, exactly
the same reason why Pepsi could not touch or match Parle in the last few years.

Till 1994, Parle had 60 bottlers against 'Pepsi's 20 and now Pepsi's bottlers have
increased from 20 to 40 bottlers. At that time Coke had around 2,10,000 retailers
against Pepsi's 1,50,000. 70% of Pepsi' plants were in rural areas. In 1977, a change in
the government at the centre led to the exit of Coca Cola, which preferred to quit
rather than dilute its equity to 40% in compliance with permissions of FERA. So

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Campa Cola till late 70's was practically alone in the Cola market.

The beginning of 80's saw the emergence/birth of another Cola drink, Thums UP.
(Was launched by Parle in 1978-79). By mid 80's there was thrill by McDowell’s,
and by late 80's, came in double Cola. Double Cola manufacturing Co., was an NRI-
run outfit with its plant at Nasik Double Cola (Maharashtra). (It is a U.S. based
double Cola co. licensee, and 5 of its 6 franchises were NRI's)

Another threat was that of fruit drinks. In 1988, fruit drinks market was valued at Rs.
40 Crore widening at a vigorous rate of 20%. Parle's FROOTI was the brand leader.
Today its market size is about Rs. 90 crore. (But the growth rate in past few years. has
slowed down).The reason for success in late 80's of Frooti was clue to not only the
packaging revolution, but also the established network of Parle dealers at the right
time.

The non-aerated drink market comprises of squashes, syrups and concentrates.

The 3,000 crore Indian soft drink industry is subdivided into the following categories:

Cola : Pepsi, Coke, Thums Up, RC Cola, Campa Cola

Orange : Mirinda, Fanta, Gold Spot, Crush, Campa Orange

Mango : Slice, Maaza, Frooti

Cloudy : Teem, Limca, Lemonade Schweppes

Clear : 7 Up, Citra, Canada Dry

Soda : Lehar Everest, Dukes, Bisleri Club Soda

In India, the share of different types of soft drink varies widely in different regions;
Northern region is characterized by larger share of Cola and other flavour while the
Southern region has a larger share of other flavour drinks.

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18
 CHAPTER 2
Company Profile

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2.1 Profile of the Company

Coca-Cola touches the lives of millions of people each and everyday from special
occasion to exceptional moments in everyday life, Coca-Cola is there. The brand has
become very special part of people’s life.
There is much in our world to celebrate, refresh, strengthen and protect. The Coca-
Cola Company is a vibrant network of people, in over 200 countries, putting
citizenship into action. Through their actions as local citizens, they strive everyday to
refresh the marketplace, protect the environment and strengthen over communities.
The Coca-Cola company is on a journey, it is a bold journey, inspired by their simple
desire for sustainable growth of fueled by deep conviction that collectively can create
anything the company desires.
World of coca cola encompasses the rich history and process of the refreshing
beverage that was created here in ATLANTA over 110 years ago. While coca cola
was first served at a small pharmacy soda foundation near underground Atlanta, soft
drink is now being purchased in over 200 countries across the globe. In fact, it is now
severed nearly 1 billion times a day. You might say that when the world wants
refreshment the world turns to Coca-Cola.
World of Coca-Cola capture all the excitement of this world famous product, not only
through its exhibits, but also through its unique architecture style. Visitors pass under
an enormous three-dimensional Coca-Cola globe suspended 18 feet over the entrance,
then step in to a three story sky lit atrium from there visitors move at their own pace
through an easy to follow series of fun and fascinating exhibit galleries.
13At the late 1930s Barnes soda jerk will demonstrate how an early Coca-Cola was
prepared. Move ahead into the International Video Lounge and the “Taste of the
world” an international sampler of cold soft drinks distributed by the Coca-Cola
company but not available in U.S.

HISTORY OF THE COMPANY

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from
Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged
brass kettle in his backyard. The name was a suggestion given by John Pemberton's
bookkeeper Frank Robinson.

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 John Stith Pemberton

The first Coca-Cola recipe was invented in a drugstore in Columbus, Georgia by John
Pemberton, originally as a coca wine called Pemberton’s French Wine Cola in
1885.He may have been inspired by the formidable success of Vin Mariani, a
European coca wine.
17In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton
responded by developing Coca-Cola, essentially a non-alcoholic version of French
Wine Cola. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8,
1886. It was initially sold as a patent medicine for five cents a glass at soda fountains,
which were popular in the United States at the time due to the belief that carbonated
water was good for the health. 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.
By 1888, three versions of Coca-Cola—sold by three separate businesses—were on
the market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and
incorporated it as the Coca Cola Company in 1888. The same year, while suffering
from an ongoing addiction to morphine, Pemberton sold the rights a second time to
four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H.
Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling
his own version of the product.
John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the
other two manufacturers could continue to use the formula. So, in the summer of
1888, Candler sold his beverage under the names Yum Yum and Koke. After both
failed to catch on, Candler set out to establish a legal claim to Coca-Cola in late 1888,

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in order to force his two competitors out of the business. Candler purchased exclusive
rights to the formula from John Pemberton, Margaret Dozier and Woolfolk Walker.
However, in 1914, Dozier came forward to claim her signature on the bill of sale had
been forged, and subsequent analysis has indicated John Pemberton's signature was
most likely a forgery as well.

BIRTH OF COCA COLA

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who
first scripted “Coca Cola” into the flowing letters, which has become the famous logo
of today.
The soft drink was first sold at the public soda fountain in Jacob’s Pharmacy in
Atlanta on May 8, 1886.
About nine servings of the soft drink were sold each day. Sales for that first year
added up to a total of about $50. The finny thing was that it cost John Pemberton over
$70 in expenses, so the first year of sales were a loss.
Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well
as the caffeine rich kola nut.

ASA CANDLER
In 1887, another Atlanta pharmacist and business, Asa Candler bought the formula for
Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola
was one of America’s most popular fountain drinks, largely due to Candler’s
aggressive marketing of the product. With Asa Candler, now at the helm, the Coca
Cola Company increased syrup sales by over 4000% between 1890 and 1900.
Advertising was an important factor in John Pemberton and Asa Candler’s success
and by the turn of the century, the drink was sold across the United States and
Canada. Around the same time, the company began selling syrup to independent
bottling companies licensed to sell the drink. Even today, the US soft drink industry is
organized on this principle.

DEATH OF SODA FOUNTAIN-RISE OF BOTTLING INDUSTRY

Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages
at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda

22
fountain counter served as a meeting place for people of all ages. Often combined
with lunch counters, the soda fountain declined in popularity as commercial ice
cream, bottled soft drinks, and fast food restaurants became popular.

21st CENTURY
On February 7, 2005, the Coca-Cola Company announced that in the second quarter
of 2005 they planned to launch a Diet Coke product sweetened with the artificial
sweetener sucralose ("Splenda"), the same sweetener currently used in Pepsi One. On
March 21, 2005, it announced another diet product, "Coca-Cola Zero", sweetened
partly with a blend of aspartame and acesulfame potassium. Recently Coca- Cola has
begun to sell a new "healthy soda": Diet Coke with vitamins B6, B12, Magnesium,
Niacin, and Zinc, marketed as "Diet Coke Plus."
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for
the first time since the Arab League boycotted the company in 1968.
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-
Cola." The word "Classic" was truncated because "New Coke" was no longer in
production, eliminating the need to differentiate between the two. The formula
remained unchanged.
In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-
ounce bottles sold in parts of the southeastern United States. The change is part of a
larger strategy to rejuvenate the product's image.

THE MEN WHO MADE COCA-COLA

• 1885 John Pemberton created coca cola
• 1886 Frank Robinson arrived and instantly devoted all his time to manufacture
and promote the drink.
• 1887 Asa Candler buys the rights of the secret Coca Cola formula and along
with Charlie Pemberton and wool folk walker files for the incorporation of the
Coca Cola Company
• 1888 Benjamin Thomson and Joseph Whitehead began to the now famous

23
 drink, this was a success.
• 1903 Sam Dabbs takes charge of sales.
• 1909 Harold Hirsh assumes charge of the legal affairs.
• 1910 Earl Dean designs and produces the unique “hobble skirt” bottle.
• 1916 Horward Candler takes over as president.
• 1917 Archie Lee revolutionizes the Coca-Cola advertising.
• 1923 Robert Woodruff becomes the president.
• 1939 Arhur Acklin assumes charge as president
• 1954 Frank Harrold brings Coca Cola in India.
• 1955 Bill Robinson is appointed president.
• 1972 Roberto Goizueta is appointed president.
• 1994 Dough Lvester is appointed president
• 1999 Douglas Daft is appointed president.

THE PRESENT POSITION COKE IN INDIA

Coke is a house holds name and is the lips of every one. In present time every person
know the name of coca cola since india is one of biggest market and sultry summer
from march the end of october and huge population has immensely helped in the sales
the sales of coke in india and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year company’s top
management adopted new policy and decreased the rate of all brands of coke. By this
decision top management determined the rate of 300 ml / 7Rs. And they made a new
brand of 200 ml determine the rate of this brand 5Rs. By which medium size family
and lower level family can be taken the enjoy of coke. By this decision company’s
marketing share has been increased.

In present time coke is captured approximate 70% market share in cold Dinks line.
Now coke has defeated all the soft drinks company. According to service and
according to advertising coke has appropriate position.

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It has now emerged as the winner and has a good image in the market.
Coke has even sponsored the wills cricket world cup 96 at an estimated cost of 26
crores.

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 Kolkata, 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 Virender Sehwag and Gautam Gambhir. 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-1998 figures
coke is selling as many bottles in the hinterland of punjab as it does the four metros.

PROMOTION : THE COCA-COLA WAY

Goal for the 90’s

“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF DESIRE.

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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 and
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 :-

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.

26
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.
Continually processes more efficient and therefore more cost-effective.

Acceptability

Making coca-cola brand products the beverage choice for any occasions depends on a
variety of strategies to reach the target audience. The common strategies adapted to
effect acceptability were though sponsorships, promotion youth market activities,
community programs, and other activates.

COCA COLA VISION & MISSION

VISION

Provide exceptional strategic leadership in Coca-Cola India System resulting in

consumer and customer preferences and loyalty through Coca-Cola’s commitment to
them and in highly profitable Coca cola branded beverage system.

MISSION

Our mission statement is to maximize shareowner value over time.

In order to achieve this mission, we must create value for all the constraints we serve,
including our consumers, our customers, our bottlers, and our communities. The Coca
Cola Company creates value by executing comprehensive business strategy guided by

27
six key beliefs:

1. Consumer demand drives everything we do.

2. Brand Coca Cola is the core of our business
3. We will serve consumers a broad selection of the nonalcoholic ready-to–
drink beverages they want to drink through out the day.
4. We will be the best marketers in the world.
5. We will think and act locally.
6. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increase volume, expand
our share of worldwide nonalcoholic ready to drink beverages sales, maximize
our long-term cash flows, and create economic value added by improving
economic profit.
The Coca Cola system has more than 16 million customers around the world that sells
or serves our products directly to consumers. We keenly focus on enhancing value for
these customers and helping them grow their beverage businesses. We strive to
understand each customer’s business and needs, whether that customer is a
sophisticated retailer in a developed market a kiosk owner in an emerging market.

There are nearly 6 million people in the world who are potential consumers of our
company’s product. Ultimately, our success in achieving our mission depends on our
ability to satisfy more of their beverage consumption demands and our ability to add
value for customers. We achieve this when we place the right products in the right
markets at the right time.

POSITION IN THE LIFE CYCLE

Coca-Cola is currently going through the maturity stage. This maturity stage lasts
longer than all other stages. Management has to pay special attention to products
during this stage of the product life cycle.
Since its beginning in the spring of 1886 Coca-Cola has become the most popular and
biggest-selling soft drink in history, as well as the best-known product in the world.
Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-Cola was first offered as
a fountain beverage by mixing Coca-Cola syrup with carbonated water. The Coca-

28
Cola Company is the world's leading manufacturer, marketer, and distributor of non-
alcoholic beverages in the world. The Company and its subsidiaries employ nearly
31,000 people around the world. Its headquarters is in Atlanta, Georgia. During the
maturity stage, products usually go through a slowdown in sales growth. According to
Coca-Cola's 2001 annual report, sales have increased by 1.02% compared to last year.
This percentage has no comparison to the high level of growth Coca-Cola enjoyed
during its growth stage.

Products

 Brand Name: Coca-Cola Drink

Type: Soft Drink
Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history, as
well as the best-known product in the world. Created in Atlanta, Georgia, by Dr. John
S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-
Cola syrup with carbonated water. Coca-Cola was introduced in 1886, patented in
1887, registered as a trademark in 1893 and by 1895 it was being sold in every state
and territory in the United States. In 1899, The Coca-Cola Company began franchised
bottling operations in the United States. Coca-Cola might owe its origins to the
United States, but its popularity has made it truly universal. Today, you can find
Coca-Cola in virtually every part of the world.

 Brand Name: Thums Up

Drink Type: Soft Drink
Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
in 1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

 Brand Name: Limca

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Drink Type: Soft Drink
Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and
fun-loving attitude. It's a home-grown, national treasure in India, where it was
acquired by The Coca-Cola Company in 1993. Limca continues to build a loyal
following among young adults who love the lighthearted way it complements the best
moments of their lives.
Available in the following flavor: Lemon Lime.
Available in the following locations: India, Nigeria, United Arab Emirates and
Zambia.

 Brand Name: Sprite

Drink Type: Soft Drink
Sprite is a transparent, lemon-lime flavored, caffeine free soft drink, produced by the
Coca-Cola Company. It was introduced in the United States in 1961. This was Coke's
response to the popularity of 7 Up, which had begun as "Lithiated Lemon" in 1929. It
comes in a primarily silver, green, and blue can or a green transparent bottle with a
primarily green and blue label. Worldwide sprite is ranked as the No. 4 soft drink & is
sold in more than 190 countries. Today Sprite is perceived as youth icon, why? With a
strong appeal to the youth, Sprite has stood for a straight forward and honest attitude.
Its clear crisp refreshing taste encourages the today’s youth to trust their instincts,
influence them to be true to whom they are and to obey their thirst.

 Brand Name: Fanta

Drink Type: Soft Drink
Fanta: Available in Europe since the 1940s, Fanta was introduced in the United States
in 1960. Consumers around the world, particularly teens, fondly associate Fanta with
happiness and special times with friends and family. This positive imagery is driven
by the brand's fun, playful personality, which goes hand in hand with its bright color,
bold fruit taste and tingly carbonation.
Beginning in 2009, the U.S. markets will see Fanta Regular Orange, Fanta Zero

30
Orange, Fanta Apple and Fanta Grapefruit in 100% natural flavors.

 Brand Name: Maaza

Drink Type: Juice/Juice Drink
Maaza: Maaza was launched in 1976. Here was a drink that offered the same real
taste of fruit juices and was available throughout the year.
In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the
fruit category.
Over the year, brand Maaza has become synonymous with Mango. This has been the
result of such successful campaigns like ‘Taaza Mango, Maaza Mango” and “Botal
Mein Aam, Maaza hai Naam” consumers regard Maaza as wholesome, natural, fun
drink which delivers the real experience of fruit.
The current advertising of Maaza position it as an enabler of fun friendship moments
between moms and kids as moms trust the brand and the kids love its taste. The
campaign builds on the existing equity of the brand and delivers a relevant emotional
benefit to the moms rightly captured in the tagline “Yaari Dosti Taaza Maaza”.

 Brand Name: Kinley

Drink Type: Water
Kinley: Kinley is high quality bottled water processed with added minerals popular
among adults who seek a better quality of life and a healthy lifestyle.
Water a thirst quencher that refreshes, a life giving force that washes all the toxins
away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need
of life, the very sustenance of life, a celebration of life itself.

 Brand Name: Minute Maid Pulpy orange

Drink Type: juice
Minute Maid Pulpy Orange: Minute Maid is a product line of beverages, usually
associated with lemonade or orange juice, but now extends to soft drinks of many
kinds, including Hi-C. Minute Maid is sold under Cappy brand in Central Europe and

31
under Fruitopia in Germany

 Brand Name: Georgia

Drink Type: Coffee
Georgia: A ready-to-serve canned coffee; Georgia’s flavor blends are a favorite
among hard-working people.
In the company's journey towards the vision 'leading the beverage revolution in India',
now even Garam matlab Coca-Cola. A hot new launch from Coca-Cola India.

Georgia, quality tea and coffee served from state of the art vending machines is
positioned to tap into the nation’s biggest beverage category.

2.2 PROBLEMS OF THE COMPANY

• The company withheld a lot of information, which they termed as

confidential, as a result of which secondly data had to be reviled upon.

• The exhaustive nature of the project comprising of 2 divisions of the

company took plenty amount of time in analyzing and prosecuting the
report.

• It has been a problem collecting secondary data on divisions like HR and

Public relation-as there were no release in any publications or was there a
mention of it on the company web site. As a result most information was
collected though my primary sources and regular Visits to the personnel
concerned, and interviews.

32
33
2.3 COMPETITION INFORMATION

Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in some
localities. Around the world, some local brands do compete with Coke. In
South and Central America, Kola Real, known as Big Cola in Mexico, is a fast
growing competitor to Coca-Cola. On the French island of Corsica, Corsica
Cola, made by brewers of the local Pietra beer, is a growing competitor to
Coca-Cola. In the French region of Bretagne, Breizh Cola is available. In
Peru, Inca Kola outsells Coca-Cola. However, The Coca-Cola Company
purchased the brand in 1999. In Sweden, Julmust outsells Coca-Cola during
the Christmas season. In Scotland, the locally-produced Irn-Bru was more
popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to
outpace its sales.

In India, Coca-Cola ranks third behind the leader, Pepsi-Cola, and local drink
Thums Up. However, The Coca-Cola Company purchased Thums Up in 1993.
Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, in which
there exists a United States embargo. Mecca Cola, in the Middle East, is a
competitor to Coca-Cola.

In Turkey, Cola Turka is a major competitor to Coca-Cola. In Iran and also

many countries of Middle East, Zam Zam Cola and Parsi Cola are major
competitors to Coca-Cola.

In some parts of China, Future cola or 非常可乐 can be bought. In Slovenia,

the locally-produced Cockta is a major competitor to Coca-Cola, as is the
inexpensive Mercator Cola, which is sold only in the country's biggest
supermarket chain, Mercator. Finally, in Madagascar, Classiko Cola made by
Tiko Group the largest manufactured company in the country is a serious
competitor to Coca-Cola in many regions.

• PepsiCo

Pepsi-Cola Company, Frito-Lay Company, and Tropicana Products, Inc. Pepsi

came in India in April 1989, when it setup operation for beverage & snacks

34
 Foods Business. Plant situated at Chamno has two units namely, concentrate
Division & Snacks Division. Concentrate unit prepares concentrates of various
soft drinks.

The second major player in the Indian Soft drink market is Pepsi Company.
Pepsi although started years before Coca Cola in 1990’s has a lowest market
share. Today it has bought over Mumbai based duke range of soft drink
brands. Pepsi started their efforts in the 80’s to come in India. The added two
P’s of marketing. They used people and politics as the market weapons.
Although in the 80’s Pepsi was not sold in India still there were huge sign
boards on the road of Mumbai, which was to keep in touch with the people
whether you are there in the market or not. They also made influences to the
government to make an entry in India.

• Cadbury Schweppes plc

Major global beverage and confectionery company. Manufactures, markets,

and distributes branded products around the world. Including Schweppes, Dr
Pepper, and Snapple.

• Clearly Canadian

One of the pioneers of the New Age or Alternative beverage industry, bottling
natural and flavored sparkling water.

• Cott Corporation

Leading worldwide supplier of premium retailer branded beverages and the

world's fourth largest soft drink company.

• Dr. Pepper/Seven Up

Dr. Pepper is the oldest major soft drink in the U.S. and the principal brand of
Dr. Pepper/Seven Up, Inc.

35
 • Nantucket Nectars

The Juice Guys started their business delivering soft drinks and other useful
items to visiting yachtsmen in Nantucket Harbor in 1989. They now supply 35
states, Canada, and other countries.

2.4 SWOT ANALYSIS

SWOT Analysis of Soft Drink Industry in relation to Coke

Strengths Weaknesses

• Carbonated soft drink growth 10-15% • Weak infrastructure (esp. Cooling)

• Estimated PCC to increase to 6-8 bottles • Small retailers, less shelf space

• High Brand Loyalty • Heavy excise duty (40%), recently have

come down a little
• Strong Distribution Channel
• Cans have to be imported at high duty
rates.

Opportunities Threats

• Low PCC as compared to neighbouring • Political risks

countries
• Availability of Substitutes.
• Rising disposable income

• Changing consumer trends due to

satellite TV.

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37
 CHAPTER-4
Research Methodology

38
4.1 Objective of the study

The objective of the study is to know about the consumption behavior of

the consumers regarding soft drink.

• To study buying motive of the consumers.

• To asses the tastes and preferences of different consumers.

• To study the factors affecting purchase decision.

• To asses the brand awareness and loyalty of different

consumers.

4.2 SCOPE OF THE STUDY

Our area of study is basically is studying the Indian Soft drink industry. Our
observation is highly focused on studying the Indian Soft drink industry
scenario in the Cola market in the 1990’s and studying how Indian consumers
have responded to the entrance of the MNC’s like Pepsi-Cola and Coke-Cola,
1990 onwards, keeping in mind their growth pattern and their respective
market shares. There has been a focused effort to study the various
promotional schemes that Coca -Cola India has to offer to it’s consumers and
the effect of these schemes on the consumer buying behavior has been studied.
The various Sales Promotion techniques that have been used by Coca-Cola
have been discussed through the project in different contexts.

39
4.3 SIGNIFICANCE

The significance of the study is basically is studying the Indian Soft drink industry.
Our observation is highly focused on studying the Indian Soft drink industry scenario
in the Cola market in the 1990’s and studying how Indian consumers have responded
to the entrance of the MNC’s like Pepsi-Cola and Coca-Cola, 1990 onwards, keeping
in mind their growth pattern and their respective market shares. There has been a
focused effort to study the various promotional schemes that Coca -Cola India has to
offer to it’s consumers and the effect of these schemes on the consumer buying
behavior has been studied. The various Sales Promotion techniques that have been
used by Coca-Cola have been discussed through the project in different contexts.

4.4 MANAGERIAL USEFULNESS OF THE STUDY

A thorough research and a detailed study of the market is very important for the
management to take the right strategy suiting the market condition.
The study gives the information regarding the market competition, innovative
products offered by competitors, present demand of the products in the market etc.

 Market survey will help to know the prevailing market condition and also help
in framing the policies accordingly.
 The study will help the management to understand the customer mindset and
also estimating the present and future market demand for the products.
 It will help to estimate the level of awareness established in the market and in
deciding the extent of promotion required.
 It will help in finding out the customers expectations about the product and
also help to know the customer physiology.

4.5 Research Methodology

40
It is the way to solve a problem systematically. Here we adopted description research
to carry out the project as I try to find out what the preferences of consumer towards a
soft drink are or why they buy particular brand of soft drink.

For this, sample of 200 people is taken. A questionnaire has been set which consists
of a number of questions printed in a definite order. The collection of data is mainly
done through schedules.

4.5.1 Research Design: The research design is a master plan specifying the
method and procedures for collecting and analyzing needed information. The
research design in this project is DESCRIPTIVE and Descriptive research
includes surveys and fact-finding inquiries of different kinds. Casual research is
used to know the cause and affect relationship.
1. Sampling Technique: Non-Probability Convenience Sampling.
2. Sampling Size: 200 Respondents
3. Sampling Unit: individual
4. Sampling Area: Delhi NCR

4.6 LIMITATIONS

1. Shortage of time available for the survey

2. Limited area fro the research
3. Non availability for the confident data
4. Cost factor
5. Many respondents were not interested in filling the questionnaire.

41
 CHAPTER-5
Data Analysis and Interpretation

42
Q1.The most preferred brand

Brand Name Frequency Percent

Pepsi 58 29
Coca Cola 86 43
Parle Agro 34 17
Others 22 11
Total 200 100

43
The above reveals the respondents’ most favorite brand of the soft drink. There are 43
percent respondents who prefer Coca Cola followed by Pepsi (21%), Parle Agro
(17%) and others (11%).

44
Q2.Most favorite flavor

Flavour Frequency Percent

Pepsi 32 16
Coca Cola 34 17
Thumb up 20 10
Mirinda Orange 9 4.5
Frooti 23 11.5
Limca 20 10
Fanta 9 4.5
Slice 11 5.5
Sprite 12 6
Dew 15 7.5
Others 15 7.5

Total 200 100

45
Above table shows the respondents’ most favorite flavor of the soft drink. There are
16 percent respondents who’s most favorite brand is Pepsi followed by Coca Cola
(17%), Thumb up (10%), Marinda Orange (4.5%), Frooti (11.5%), Limca (10%),
Fanta (4.5%), Slice (5.5%), Sprite (6%), Dew (7.5%), and Others 7.5%.

46
Q3.How often you buy the soft drink

Frequency Percent
Daily 122 61
Occasionally 78 39
Total 200 100

Above table gauge the frequency of buying soft drinks. There are 61 percent
respondents who buy soft drinks daily and 39 percent respondents buy occasionally.

47
Q4.Frequency of consumption of soft drinks

Frequency Percent
1-2 80 40
2-4 46 23
More than 4 22 11
Once or twice in a week 52 26

Total 200 100

Above table depicts the frequency of consumption of soft drinks. There are 40 percent
respondents who consume 1-2 bottles in a day followed by once in a week or twice
(26%), 2-4 (23%), and more than 4 (11%).

48
Q5.Taste is the reason for buying a particular brand

Rank Frequency Percent

1 24 12
2 86 43
3 48 24
4 52 21
Total 200 100

Above table tells the reason of buying a particular brand due to taste. There are 12
percent respondents who gave first rank to this reason, 43 percent gave second rank,

49
24 percent gave third rank, and 21 percent gave fourth rank.

50
Q6.When particular brand is not available in the market then

Frequency Percent
Go for another brand 100 50

Search the same brand 62 31

Neither search nor go for another 38 19

brand
Total 200 100

Above table shows the reason of buying a particular brand because of refreshment.
There are 50 percent respondents who go for another brand, 31 percent search the
same brand and 19 percent go for other.

51
Q7.Quantity of pack you like most

Frequency Percent
300 ml 99 49.5
600 ml 29 14.5
1.2 lt 26 13
2 lt 32 16
Can 14 7
Total 200 100

Above Table reveals the preference of quantity of the pack of soft drink of the
respondents. There are 49.5% percent respondents who prefer 300 ml.followed by
600ml. (14.5%), 1.2 lt. (13%), 2 lt. (16%) and can (7%).

52
Q8.Pricing of the soft drinks

Frequency Percent
Reasonable Price 160 80
High Price 40 20
Low Price 00 00
Total 100 100

Above table shows about the pricing of the respondent’s favorite brand of the soft
drink. There are 80 percent respondents who say that price is reasonable and 20
percent say highly priced.

53
Q9.Buying a particular brand with the name

Frequency Percent
Always 122 21
Sometime 56 28
Whichever is Available 22 11

Total 200 100

Above table reveals about that whether the respondent asks the brand name while
buying soft drinks or not. There are 61 percent respondents those who are always
asking for brand name while buying soft drink followed by asking sometimes (28%),
and those who are buying whichever is available (11%).

54
Q10.When the price of brand is high than MRP

Response Frequency Percent

Purchase the same brand 136 68

Shift to another brand 64 32

Total 200 100

Above table depicts the decision of the respondents when they buy the soft drink at
high price. There are 68 percent respondents who purchase the same brand followed
by those who shift to another brands (32%).

55
Q11.When soft drink is not available then

Alternatives Frequency Percent

Fruit Juice 122 61
Lassi 52 26
Other 26 13
Total 200 100

Above table revels about the decision of the respondents when they don’t consume
the soft drink. There are 61 percent respondents who consume Fruits Juices followed

56
by those who consume Lassi (26%), and others (13%).

57
Q12.Are you satisfied with quality of the brand

Response Frequency Percent

Yes 182 91
No 18 9
Total 200 100

Above table reveals about the satisfaction of the respondents with the quality of the
brand. There are 91 percent respondents who are satisfied with the quality of the
brand and 9 percent respondents are not.

58
Q13. Media influences you most while purchasing

Media Frequency Percentage

Newspapers 54 27%
Magazines 10 5%
T.V. 70 35%
Radio 22 11%
All 44 22%
Total 200 100

59
 CHAPTER-6
Facts and Findings

60
From the analyses and interpretation I conclude that

• Coca Cola is the most favorite brand of the consumers followed by Pepsi and
Frooti.
• Coca Cola is the most preferred flavour among the respondents followed by
Pepsi and then frooti.
• 300ml. pack is more preferred pack among the respondents followed by 2 lt. ,
and then 600 ml.
• Most of the consumers buy Fruits juice, and Lassi when they do not buy soft
drink.
• Over 90% of the respondents were satisfied with the quality of the products.
• Almost 80% of the respondents are satisfied with the product pricing.

61
 CHAPTER-7
Recommendations

62
 Recommendations

 Company should emphasis more on advertisement and publicity so as to create

awareness among the customers.

 Consumer preference change according to availability therefore, distributors

should provide Coca Cola at maximum outlets as possible.

 Company should take care of cleanliness of the bottles, rusted crown and
maintain the quality of the product especially at a time of packing as
sometimes bottle contains unwanted elements.

 Company should get the scheme printed on the labels of the bottles as well as
on the free items provided with the soft drinks so that consumers get aware
about the scheme and are not cheated by the shopkeeper.

 Scheme have large impact on consumer preference therefore company should

launch different and attractive promotional schemes frequently.

 Only 14.5% consumers prefer to buy 600ml per bottle because of its high
price therefore company should emphasis to lower its price.

63
 Questionnaire

1). Which brand of soft drink do you like most?

a). Pepsi □ b). Coca cola □
c). Parle Agro (Frooti) □ d). Others □

2). Which flavor do you consume mostly?

_____________________________

3). How often you buy the soft drinks?

a). Daily □ b). Occasionally □

4). How many bottles of soft drinks do you consume in a day?

a). 1-2 □ b). 2-4 □ c). More
than 4 □ d). Once or twice in a week □

5). You go for a particular brand because of

a). Taste □ b). Refreshment □
c). Status Symbol □ d). Brand Name □
e). More than one reason □ f). All of above □

5. If you don’t find out your brand in market then you will
a). Go for another brand □
b). Search the same brand elsewhere □
c). Neither search nor go for another brand □

64
7). How much quantity of pack do you prefer to consume?
a). 200 ml. □ b). 300 ml. □
c). 500 ml. □ d). 2 lt. □
e). Can □

8). What do you think about the price of your favorite brand?
a). Reasonable priced □ b).
Highly Priced □ c). Low
Priced □

9). When you buy a soft drink do you ask it by brand name?
a). Always □ b). Sometimes □
c). Whichever is available □

10). What do you do when you get branded soft drink at higher price than MRP?
a). Purchase the same brand □
b). Shift to another brands □
c). Shift to B brands □

11). When you don’t consume cola drink which drink you shift to
b). Fruits juices □ b). Lassi □
c). Other □

12). Which of the media influences you most while purchasing?

a). Television □ b). Newspapers □
c). Magazine □ d). Radio □
e). All of the above □

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14). Are you satisfied with quality of the brand
a). Yes □ b). No □

Personal Information:-

1). Name of the Respondent _________________________

2). Age _________ Years

3). Educational qualification

a). Upto metric □ b). 10+2 □
c). Graduate □ d). Post Graduate □
e). Illiterate □

4). Income

a). Respondent’s yearly income _________

5). Profession ____________

Thanks for giving your valuable time…..

66
Bibliography

Khothari C.R.
Research Methodology

www.pepsi-india.com

www.coca-cola.wordwide.com

www.coca-coal-india.com

www.bob.com

www.pepsizone.yahoo.com

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