Project Report On Consumer Behaviour Towards Goldpine Lemon Masti and Jeera Masti Soft Drinks

Project report on ATC Beverages Pvt Ltd, Bangalore
PROJECT REPORT ON CONSUMER BEHAVIOUR TOWARDS GOLDPINE LEMON MASTI AND JEERA MASTI SOFT DRINKS At ATC Beverages Pvt Ltd, Bangalore Submitted by: Amritraj D.Bangera USN: 1MS09MBA04 Under the guidance and supervision of:
INTERNAL GUIDE: Mrs RIZWANA M. Asst. Professor, Dept. of Management Studies, MSRIT, Bangalore
EXTERNAL GUIDE: Mr AMITABH GOYAL Director, ATC Beverages Pvt Ltd, Bangalore
Submitted in the partial fulfilment Of the award of Master of Business Administration
M.S. RAMAIAH INSTITUTE OF TECHNOLOGY (AUTONOMOUS) AFFILIATED TO VISVESVARAYA TECHNOLOGICAL UNIVERSITY (VTU), BELGAUM ISO: 9002 Certified M.S.R.I.T. POST, BANGALORE 54 2009 - 2011
M.S. Ramaiah Institute of Technology, Bangalore.
Project report on AT Beverages Pvt Ltd, Bangalore
ACKNOWLE
EMENT
I consi
it as my pri il
to express t rough the paper of this report a
few words of gratitude and respect to all those who guided and inspired me in completing this project report I take this opportunity to thank the management of ATC Beverages Pvt
Ltd, Bangalore, for having provided me an opportunity to undertake this
project I was would like to thank Mr Amitabh Goyal , Director, ATC Beverages Pvt Ltd, Bangalore for being my Guide. Despite his hectic schedules he dedicated his valuable time for providing assistance, guidance and insights, which were vital to complete this report. I convey my special thanks to all other staff members of ATC Beverages Pvt Ltd, Bangalore for their kind co-operation and timely help. I am thankful to
r B Janakiraman, HOD, Department of Management
Studies, M S Ramaiah Institute of Technology, Bangalore, for providing all kind of support and encouragement to complete this project successfu lly. I am very grateful to Mrs Rizwana M, Asst. Professor, Department of Management Studies, M S Ramaiah Institute of Technology, Bangalore, for her timely co-operation and inspiration in completing this project report. I thank my parents and friends for their support and encouragement in the completion of this report.
Executive Summary
EXECUTIVE SUMMARY
Introduction
The study is related to the soft drink industry in particular. The soft drink industry is growing at a very fast rate with many new players entering the market from large Multi -national Corporation to local players from different region who have all the required capital and the market to compete in together. In this harsh cut throat competition it is very important to understand the consumers need and wants and to deliver them what they want so it is important to understand these needs and wants of the consumer if the company wants to have a major share in the market.So the purpose of this project is to find the consumer satisfaction with the product from ATC Beverages and to determine the product market potential for the same so that the company can perform better with the right tool and the knowledge to deliver the right kind of product and the right taste for that suits the consumer needs and wants and do better in the industry and the market.
Theoretical back ground
This purpose of this study is being conducted to find out the consumer satisfaction and the product market potential for ATC Beverages Pvt Ltd, Bangalore. The product being considered in the study is Goldpine Lemon Masti and Jeera Masti.
The objectives of the study are
1. To study the customer perception towards the product of ATC Beverages. 2. To study the general opinion of the customer about the marketing mix of ATC Beverages.
3. To study the market potential of ATC Beverages. 4. To study strategies for the betterment of the sales of ATC Beverages. 5. To study the buying motive of the customer regarding the product of A TC Beverages.
The research methodology for the study is as follow
1. The research is descriptive research with the findings limited to city of Bangalore only. 2. Convenient sampling method has been used for the purpose of the research for the purpose of convenience. 3. Approximate number of people using the product is unknown. The total sample size taken for the research is 70 due to limited availability of samples, funds, time and manpower.
Data collection and sources of the data:
1. Primary data has been collected from the respondents through structured questionnaire. The sample size for the primary data was 70 and collected from Bangalore city only. 2. Secondary data is been collected from data provided by company and other source of the secondary data are from internet, books and other research documents.
Major findings from the study
1. The product has very little brand awareness in the market. 2. The taste and flavour of the product is the mai n factory for consumers to try out the product. 3. The company needs to spend more on promotions activity to create brand awareness.
4. The product is not available in many areas across Bangalore region.

Conclusion
From the research work conducted at ATC Beverages Pvt Ltd, the conclusion can be drawn that the product offered by the company is good in quality but the product has very low level of consumer awareness due to which they cannot capture the soft drinks market. Thus to be able to create consumer awareness the company needs to ensure that they promote the product well to generate the consumers interest towards the product which can be possible only through proper promotion and advertising.
Introduction to Concept
INTRODUCTION TO CONCEPT
Beverage industry is one of the fast growing industries in India, it can be divided into two sections i.e. carbonated and non-carbonated. The carbonated drinks that can be furt her classified into cola, lemon, orange, mango and apple segments. Marketing includes all the activities like promotion, distributio n, advertising etc. To fulfill all the segments of consumers, marketing is also to convert social needs into profitable oppo rtunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge an d to inculcate the efficiency. I t is also requirement for the company to improve their service and product quality for achieving their ultimate goal. As far as the soft drink market is concerned, it is facing the cut throat competition because of the availability of a large number of indirect as well as direct competitors. Single company offers the soft drink to the market in different taste and flavours. In this industry entire range of flavours are produced by other competitors also. More often it becomes impossible to differentiate between the same flavours of two different brands, when served in plane container, range also. All these factors togethe r make the situation complicated. B esides this sometimes competitors have corresponding brands with similar price. In the following study I have taken two products (Goldpine Jeera masti and Lemon masti) under the carbonated segment of soft drinks from a single company product range and studied the market potential and related consumer behavior towards the new product offering of the company and to draw the conclusion of the product on the market share of the company in that product segment.
Industry Profile
INDUSTRY PROFILE
To understand the soft drink industry, one must first look at the beverage industry as a whole. In recent years, the beverage industry has been faced with new opportunities and challenges. Changing consumer demands an d preferences require new ways of maintaining current customers and attracting new ones. Amid ever-increasing competition, beverage companies must intensely court customers, offer high-quality products, efficiently distribute them, ensure safety, and keep prices low all while staying nimble enough to exploit new markets by launching new products. In this environment, success depends on a companys ability to quickly capitalize on emerging opportunities. The beverage industry is extremely competitive, with private labels greatly influencing the environment. A few global beverage giants produce many brands, but those brands fall into self-contained categories as well. Thus, the beverage market is not really one market; it is a collection of markets with many different types of products, processes and requirements. The beverage market includes several different products that can be grouped into two main categories: alcoholic (beer, wine, spirits) and non -alcoholic (carbonated soft drinks, juice, water, sports drinks, etc.). Each category, and often each type, of beverage have its unique issues and needs.The soft drinks industry includes basically the soda base drinks as well as the bottled water. The Indian Soft drinks industry is dominated by the two soft drinks major PepsiCo and Coca Cola, there are few regional players in the market like Parle Agro, Bisleri and other local companies . The demand for the carbonated soft drinks is largely influenced by the taste of the customers, age groups and the demograph ic conditions. For example the demand for such drinks escalates to high number in north India during the summer and drops in winter while in southern India is comparably the steady flow market. Also the main target segment for such soft
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drinks is the youth. However the Indian soft drink market is characterised by the lower income and higher income consumers in consumption pattern, also it is the lowest in the number on the basis of the consumption. Average Indian consumer consumes 8 bottles per year while t he maximum is 800 bottles of soft drinks consumed by the American consumer. Typically the soft drinks form basically 2 segments. They are as follows Carbonated Non-Carbonated In carbonated segment the main base of the drin k is the Soda water and various flavours is added along with the sugar syrup. Then this drink is packed in the containers. This process is comparatively simple. The presence of CO2helps these drinks remain micro free as it acts as micro killer.In case of the Non carbonated drinks i.e. basically juice base drinks the pulp of various fruits is the base of such drinks. In manufacturing these drinks, the pulp is mixed with the sugar syrup to make the desired drink. This drink is then needed to be pasteurised, so as to provide it the shelf life, otherwise the juice may get rotten and drink may get spoiled. These juice base drinks are more sensitive to the micro contamination as compare to the carbonated drinks.The other part of the Non-carbonated drinks is the bottled drinking water. This particular segment has shown tremendous growth in couple of years. Within the soft drink sector, carbonated soft drinks (CSD) continue to dominate the market, encompassing traditional flavoured beverages as well as sugar- and caffeine-free drinks, which have soared in popularity. Simultaneously, manufacturers are focusing on innovation in order to maintain growth. New product categories are emerging swiftly and many are already consolidating, as consumer demand continues to shift toward healthier products, such as bottled water, juices and juice drinks,
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sport drinks, ready-to-drink teas, and functional beverages. These trends have impacted the beverage industry in general and the softdrink sector in particular.
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Company Profile
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COMPANY PROFILE
ATC Beverages started out in the year 2003 and it is the latest venture of the ATC group of companies. The parent company of the ATC beverages is ATC group (Air Transport Corporation Group). ATC Beverages head office is located in Bangalore, with the production plant located in Mysore region of Karnataka and they have a very vast network of distributors throughout the south region of India.
Air Transport Corporation:
ATC group started out in the late 1940's in North Eastern India providing logistical services to bus iness houses based in the North-East. Today Air Transport Corporation is one of the largest logistic solution providers in the North-East and has over 180 offices across India and provides employment to more than 1500 logistics professionals to cater their ever growing demands.
ATC group of companies: Associated Beverages Private Li mited: ABPL was one of the first
companies to start the bottling business in North-East.Their business developed gradually and the company bottled beverages for Parle
with products like ThumsUp, Limca, Gold Spot and other Parle products and then finally moving to the Coke products. Today the company is an erstwhile bottler of Coca Cola with i mmense experience in the bottling and distribution field for the last 25 years.
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ATC Exports: ATC Exports is based out of Bangalore and was started in
1991 as a small scale unit. ATC Exports is in the business of manufac turing 100% Cotton Gloves for Industrial purposes. The gloves are manufactured on imported Japanese machines with only 5 people managing the total
operations. These gloves are sold to reputed automobile companies and other industries in large numbers for their safety requirements.
ATC Agro Industries:ATC Agro Industries is situated in Guwahati, Assam
its in business of contract manufacturing. The company provides state of the art production facilities to well-known big wigs like Godrej Sara Lee, Avon Cosmetics and Oriflame Cosmetics among others.The products are manufactured with the best quality machines and manufacturing expertise that the staff of the company possess. The same products are then handed over to the parent companies to be sold across India.
ATC Cera Chem Private Li mited:ATC Cera Chem is one of the newer
ventures of the group company which is in the business of manufacturing Industrial Chemicals for Construction purposes.The company specializes in producing Epoxy based binders that are used in the construction of dams, power projects and other large infra structure projects. Current tie ups include firms like L&T, Gammon India and other.
Computer Factory India Li mited: Computer Factory India Limited
launched its operation of supplying and maintaining hardware in 19 89. In the year 1994, networking portfolio was added and software division was started in 2000. Today, we have over 150 people with strong presence across India.We are one of the few IT enabled IT services company in India.Computer Factory takes a consulting approach to customer's
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problems.However,we differ from pure play consulting companies by actually implementing the proposed solution and managing the same through its life cycle.Computer Factory is focused on providing complete IT solutions to small and medium and Businesses in India
Hardware,Software,Networking
Management
Services.Computer
Factory provides ERP,HR, Content and Business Process Management Systems customized to customer's needs.
Intech Investment Private Li mited:Intech Investments Private Limited is
the distribution arm of ATC Beverages and is in the business of import and distribution of drinks, juices and other food products from Singapore Malaysia and Thailand.Intech also distributes the F&N range of products that are manufactured in the ATC Beverages Plant alo ng with other products like Blue Mist-Packaged Drinking Wa ter, Indus Pride Non-Alcoholic Beer for Sab Miller and is in the process of starting distribution for other products like Energy Drinks and healt h products.
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Back Ground and Inception of Company
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BACKGROUND AND INCEPTION OF T E COMPANY
ATC Beverages Pvt Ltd. a lat est venture of the ATC group of companies is in the business of manufacturing and distributing beverages started in the year 2003.The state of art beverage plant based out of Nanjangund in Mysore district has the capability to manufacture all kinds of soft drinks, juices,energy drinks and water in pack sizes from 200 ml to 2 litres. The plant has an annual ca pacity of about 4 million annually. Currently the company has tied up with various multinational Companies like TATA TEA, Bisleri, GSK, Heinz, F&N Singapore, Osotspa International Thailand, Aqua M ontana Germany and many others.
Corporate Overview Vision Statement:
To become one of the largest independent, efficient and quality bottling company in India.
MissionStatement:
To achieve highest standards of manufacturingmeeting international standards in the most eco-friendly manner.
Ownership Pattern PremGoyal (Chairman)
An industrialist for over 30 years in Business, and Chairman of ATC Group Of Companies located throughout India and having diversified interests in Road
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Transport, Beverages and Food Processing. Also has vast experience in International Trading in Chemicals and represents Pharmaceutical Exports. He has long experience in organizations of the Central Government of India, Government of Meghalaya the regional Board of Industrial Deve lopment Bank of India,Customs and Central Excise etc.also being founder member of the Federation of Chamber of Commerce of North East India.
Board of Directors Amitabh Goyal (Director Overall)
A graduate from Western Michigan University (U.S.A), Amitabh plays a major role in the daily working of ATC Beverages. He has 10 years of experience in the family business and has played a key role in the set up and commissioning of the beverage unit. He is currently looking after the various family businesses and plays a key role in the marketing and financial departments of ATC Beverages.
C.G Hegde (Director Technical)
A degree from Karnataka University, Mr Hegde has over 30 years of experience in the field of manufacturing of Non-Alcoholic Soft Drinks, Juices, Tea, Coffee, Water and other products in various capacities. His technical expertise lies in the field of Quality Assurance and set up of manufacturing facilities. In the past he served in companies like Parle, Coca -Cola among others. Mr Hegde currently oversees the Technical functions and the day to day working of t he unit.
K. Prabhakar (Director Marketing)
A graduate from Keral a University, Mr Prabhakar is currently associated with the group for the last 7 years. His expertise in marketing and handling of sales of soft drinks for the last 25 years has given ATC Beverages a successful and
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wide distribution across South India. Currently Mr Prabhakar oversees the distribution of products for ATC Beverages and handles more than 150 distributors and a sales team of 75 heads across India.
VikramRajaram (Director)
A MBA degree holder from the Haward Business School, USA, Mr Rajaram has been a close associate and friend of the company from its inception. Has over 30 years of Senior Management Expertise and has worked with various companies in USA, Africa and India. He was associated with Titan Industries (A TATA Group subsidiary) as Vice President Corporate Affairs and currently acts as an advisor to the ATC Group and is a director in the company.
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Product Profile
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PRODUCT PROFILE
O n product: Goldpine range of Juices(non-carbonated Product available with flavours mango, pineapple, apple, peach and orange.
Goldpine range of soft drinks(carbonated Flavour available Goldpine jeera masti and lemon masti.
Blue Mist package drinking water
Franchised product: F&N (Fraser & Neave range of products include
F&N 100 plus energy drink
F&N non alcoholic beverages are tonic water, soda water, ginger beer, gingerale, ice cream soda, sweetened condensed milk.
Contract Manufacturing: ATC Beverages does contract manufacturing for Tion for TATA TEA, Luco ade for GSK, Isotonic Glucon-D for HEINZ, Bisleri Soda for BISLERI and Slim for AQUA MONTANA.
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Product Profile for the Project ATC Beverages Goldpine Lemon Masti and Jeera Masti Gol d Pine Lemon masti. Sweetened carbonated beverage . Contains no fruit. Contains added flavour. Main added flavour are Lime, Lemon and Ginger. Net Conent 300 ml. Price for 300 ml bottle Rs. 15
Gold Pine Jeera masti. Sweetened carbonated beverage. Contains no fruit. Contains added flavour. Main added flavour are Jeera and Lemon. Net Content 300 ml. Price for 300 ml bottle Rs. 15
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Competitor Product Profile Coca-Cola Indias Minute Maid Ni mbu Fresh (Non-Carbonated) Coca-Cola Indias new Minute Maid Nimbu Fresh is a lemon juice-based drink with no added preservative or added colour, developed for the Indian market. The lemon-flavoured drink is made out of fresh lemon juice concentrate, emulating home-made 'nimbu pani', and casrries the tagline: 'Bilkulgharjaisa' (just like home). The product will be available in two pack sizes of 400 ml and 1 litre, priced at Rs15 and Rs40 respectively.
Parle Agros LMN (LEMON) (Non-Carbonated) Parle AgrosLMN takes a refreshingly fresh take on lemon. With a catchy tagline The Emergency Lemon Refresher. LMN aims to strike a chord with youth and adults alike. In todays times of fast food and speed dating, the name LMN is derived from the SMS version of the word lemon. LMN is priced at affordable price points. LMN will be available in 110ml Tetra, 200ml Tetra and 500ml PET priced at Rs.5, Rs.10 and Rs.23 respectively.
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Coca-Cola Indias Limca Li me and Lemon (Carbonated) Limca brand belongs to Coca -Cola, it is the only carbonated lemon and lime falvoured drink from the soft drink gaint. Its the major Lime flavoured drink under Coca-Cola and was positioned as Lime and Lemony. The ads were catchy and depicted fun and enjoyment. Available in size of 200ml, 350ml, 1 ltr, 1.5 ltr and 2 ltr packs costingRs. 10, Rs. 18, Rs. 35, Rs. 45 and Rs. 55 respectively.
PepsiCo Indias Nimbooz (Non-Carbonated) Nimbooz was launched in India in February 2009. Latest addition to portfolio of Pepsi Beverages.Nimbooz is a great tasting product which has capitalized on the existing familiarity and behaviour of high frequency consumption of
homemade nimbu pani. The product is available in 3 convenient formats, 350ml PET, 200ml RGB and 200ml Tetra at magic price points of Rs.15, Rs. 10 and Rs. 10 respectively.
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Bindu Jeera Masala Soda (Carbonated) Ingredients used - raw jeera masala and soda. No artificial flavours are used in the product . This product is available in 500ml and 1.5 ltr. PET bottles costing Rs. 20 and Rs. 45 respectively.
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Competitors Information
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COMPETITOR INFORMATION
ATC Beverages two major competitors are global giants Pepsi and Coca Cola who dominate the soft drink industry market. Coca Cola has acquired a major soft drink market by buying out local brands like Thumbs-up, Limca andGold Spot from Parle Beverages. Pepsi although started a couple of years before Coca Cola in 1991, right now it has lower market share. Both Pepsi and Coca Cola come up with their own market share and claim to have increased their share.
Table 7.1 Market share in percentage of Soft Drink Market
Brand names
Market share in %
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Other brands (including local brands)
Other than Pepsi and Coca cola there are many other local competitors in the market these are small companies with through knowledge of the local consumer and thus are also one of the reason of concern to the company. Other
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than these competitors there a re many local vendor and juice centre that offers same flavour that the company offers at much lower price a nd better consumer satisfaction. One of the local competitors is Bindu soda which also specializes in the local drinks like jeera, orange and lime flavoured drinks in the market. Thus there is a lot of competition from many local players with very stiff competition from international giant Pepsi and Coca cola who ha ve a very strong line of product and also very high level of product awareness and also offer similar product at much cheaper price and the easy of availability in the market. Thus the company is not only is facing stiff competition in capturing market share but also facing brand competition from many well know brand in the markets with many brand loyal consumers.
Competitors Profile
The Coca-Cola Company Coca-Cola Company is a beverage retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves 1.6 billion servings each day.The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments.The Coca-Cola Company is headquartered
in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA, S&P
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500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar Kent.
PepsiCo PepsiCo is a Fortune 500, American global corporation headquartered in Purchase, New York, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 - which added the Gatorade brand to its portfolio as well.As of 2009, 19 of PepsiCos product lines generated retail sales of more than $1 billion each, and the companys products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food & beverage business in the world,Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business.IndraNooyi has been the chief executive of PepsiCo since 2006, and the company employed approximately 285,000 people worldwide as of 2010.The companys beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in certain regions.
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Infrastructure Facilities
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INFRASTRUCTURAL FACILITIES
Plant is capable of producing all types of non-alcoholic beverages like carbonated beverages; hot fill juice based b everages with or without pulpy matter and packaged drinking water.With multi -barrier water treatment plant to meet IS14543 standards.Hot carbon sugar treatment system to
treat normal sugar available in the market to meet beverage standard sugar syrup. Syrup/beverage blending facility separately for carbonated b everages and Juice based & non Juice based hot fill able Beverages including Homogeniser. Fully automatic mix processor to prepare the beverage by diluting the blended syrup with de -aerat ed water predetermined ratios, chilling,and carbonation up to 10 Gms of CO2 per litre of beverage. Fully automatic pasteurizer with tubular heat exchanger, rim Cooler, re -circulation with cooling back to ambient etc. facilities with all key temperatures and pressures data logging capability. Automatic rotary and linear PET bottle blowing machines for carbonated soft drinks and hot fill bottles.Complete packing line with air bottle conveyors,chain conveyors,counter pressure filler, hotfill filling gravity f iller with product re-circulation to maintain set
temperature with riser, capper, cap elevator warmer, cooler , wrap
around labeller, shrink sleeve applicator, carton packer etc.
LOCATION OF THE PLANT:The plant is located about 160 kms from
Bangalore. In KIADB Industrial Area, Nanjangud near Mysore, Karnataka, India. 15.5 Acres (About 6 Hectares) with abundant Industrial Area Water Supply and 2000 KVA Power connection. About 6000 Sq mts of Built up area Main Block,Utility Block, Admin Block etc. are built separately. In
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appropriate places. Built to best International standards. Provision is made toadd an equivalent size building
CAPACITY OF THE PLANT:
Carbonated Beverages: 6600 BPH for 500 ml. bottles - can handle 200 ml. to 2000 ml. bottles. Hot fill Beverages: 8400 BPH for 250 ml. bottles - can handle 200 ml. to 2000 ml. bottles Packaged Drinking Water: 6600 BPH for 1000 ml. bottles - can handle 200 ml. to 2000 ml. b ottles.
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Work Flow Model
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WORK FLOW MODEL
Work flo
Model END TO END for ATC Beverages Pvt Ltd.
ORDER RECEIVED
ACCOUNTS
PANNING DESIGNING
RAW MATERIA
INPUT
PRODUCTION PROCESS
PROCESS
FINISHED PRODUCT ASED ON CUSTOMER REQUIREMENTS
OUTPUT
PRODUCT DEIVERY
CUSTOMER
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McKinseys Seven S Model
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MCKINSEYS SEVEN S MODEL
Strategy
Skill
Shared Values
Structure
Style
System
Staff
The organi ation is not just the structure; rather it is made up of seven elements, shown above. These are divided into two types: Hard (strategy, structure, system and Soft (shared value, staff, style, skill . Hard elements they are easy to identify and feasible. They can be found in strategy elements, corporate plans, organi ational structures and other documentations. The soft elements are hard to describe. They are sort of intangible. Hence it is more difficult to plan or influence these elements.Effective organi ations achieve a fit between all these seven elements. If one element changes then, this will affect all the others. For example, a change in HR-systems like internal career plans and management training will have an impact on organi ational culture (management style and thus will affect structures, processes, and finally
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characteristic competences of the organization.In any change process in an organization, more focus is given on hard Ss and often soft Ss are ignored. This is not a good strategy. It is difficult to build new structures and strategies upon inappropria te cultures and values. Many management fail because of the clash of culture, value and style.Hence 7S model is an effective tool in initiating change process in the organization. One should look at the current status of these seven elements in the organization and compare with the ideal state. Then make and plan and implement them.
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10.1 - Structure: Business needs to be organi ed in a specific form of shape that is generally referred to as organi ational structure. Organi ations are structured in a variety of ways, dependent on their objectives and culture. The structure of the company often dictates the way it operates and performs. Organi ational overall structure
Chairman Mr. Prem Goyal Director Overall Mr. Amitabh Goyal
Director Marketing Mr. K Prabhakar
Director Techincal Mr. C G Hegde
Handles all the supplier and distrubution activities
Handles all the techincal activities related to product and the plant
Looks over all the activities in the business from marketing, technical and finacial
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Director Marketing
Director Marketing Tamil Nadu Rest of Tamil Nadu TSI Andhra Pradesh West Bengal
Karnataka
Kerala
Chennai TSI
Hyderbad TSI
Bangalore TSI
Cochin TSI
Kolkata TSI
There are 7 SR in Chennai and 8 SR under ROTN
There are 5 SR
There are 5 SR
There are 2 SR
There are 4 SR
SR = Sales Representative TSI = Territory Sales Incharge
Director Technical
Technical Director
Plant
Plant manger
Financial
Material
QAM
Maintenace
Billing
Input (RM
Quality
Periodic Check
Purchase
Output (FG's
Manufacturig
Daily Check
Reciveables
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10.2 - Skill:
A skill is the ability, knowledge, understanding and judgement to accomplish a task. Skills may be defined as what the company does best; the distinctive capabilities and competencies that reside in the organization. The job requirements, type of job and importance of job gives rise to different skills in the different jobs and different department of the company. Production Plant In the plant the worker are divided into skilled and unskilled workers. The skilled workers are all outsourced from other agency and the task of training the unskilled workers is also outsourced. In the plant there are 24 workers and 30 labours. 24 workers are all employee of the company and the labours are hired on the contract basis. There is no on the job train ing employed in the company at any level that include both the office staff and th e production plant.
Table 10.1 - The following table gives the skill matrix
Skill
Skill set Decision making tools Counselling techniques Building team spirit Corporate communication Strategic planning Time management Problem solving technique Presentation skill Materials management People management Conducting review meetings Inventory management Interpersonal skills Etiquettes and mannerism Computer knowledge Enhancing productivity
Leadership
Managerial
Relationship
Technology
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Finance
Materials
Credit control Inventory control Debtors control IT training on latest versions of entry tax Manufacturing process Negotiation basics and advances
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10.3 - Style:
Style refers to employees shared in common way of thinking and behaving unwritten norms of behaviour and thought. The flow of instruction and communication is usually Top Down in ATC Beverages Pvt Ltd. The decision making progress is mainly authoritative w here the most of the decisions are taken by the management in the head office for example production and marketing decisions are authoritative in nature. Participative decision making is carried out in areas like safety.
TOP All the important decision regarding the company is taken by the top executives of the company and there decision is the final decision regarding all the happening of the company.
TO
All the deparment employee report to there mangers from whom the other heads are informed regarding all the department matters.
DOWN
The problem or any suggestion are reported to the respective mangers who then reports the sane to there respective departental head who then report the same to the directors.
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10.4 - Strategy: New Product Development Strategy
Strategy refers to the systematic action and allocation of resources to achieve the company aims. It refers to the determination of the purpose and the basis objectives of enterprise and the adoption of causes of action an d allocation of resources necessary t o achieve these aims. The product idea generation beings with the need of the company keeping in mind the consumer need and preferences and the general taste and wants of the consumer with the other similar kind of pro duct in the market. The three directors of the company collectively decide with the new product development. The director technical finalizes the size, shape and the required raw material. The design, logo, packaging and flavour of the new product and othe r related decision is taken by the three director of the company. For the new product few sample are prepared by procuring the raw material in small quantity and trail runs are performed with few sample give to the consumer and then accordingly the required corrections are made. After the trail run of the product and after doing all the necessary correction and the required modification is done the product is forwarded to mass production in the plants.
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New product development strategy steps
New product idea generation involves all the three director of the compnay. Technical aspects (shape of the bottle, raw material used etc) decided by the techanical director. Design, logo, packaging all this decided by the three directors.
The flavour and other related factors are all outsourced through R n D company. The raw material is procured in small quantity for trail runs in before mass production. If the result from the trail run is positive then it is send for mass production.
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10.5 - System: In order placement and execution system; all the ma jor buyers deal directly with the company; for rest of the buyers that the company have a distributors all across the market who deal with them as a company representative. Major buyers are the modern traders that include all the hyper markets, super markets and other large food and drinks retailers. Other minor traders include the small shop owner, wholesalers and other small retailers. Order execution for Minor Traders
ATC Beverages
D =Distributors
Minor Traders
D-1
D-2
Market Wholesalers Small retailers
Order execution for Major Traders
ATC Beverages
Major Traders
Hyper Markets
Super Markets
Other Major Retailers
46
10.6 - Staff:
The staffs of the company is classified as followed
ATC Beverages Clerical staff Clerks uman resource They handle every day perforanc e of the staff. Technical st aff
Accountants
Engineers
Supervisors
They handle the everday book keeping ith the stocks and the payment.
They handle every day office ork ith keeping of record and arranging every day office ork.
They are responsible for maintaining the smooth running of the plant ith every day check and repair in case of break-do n.
They look aft er every day orking of t he plant from input of ra mat erail t o t he final out put .
The duties and responsibilities of Technical staff are as follows 1. To maintain quality systems 2. To maintain safe working conditions 3. Following statutory norms like factories act 4. Operation and maintenance of equipment 5. Issue of spares The duties and responsibilities of clerical staff are as follows 1. To maintain the records 2. Prepare a payroll 3. To maintain proper accounts of organization
47
10.7 - Shared Values:
The organization culture is supported by smooth and cordial relationship. The different value systems of subordinate are responsible for their department duties as delegated by the functional or departmental mangers. The organisation can work effective and eff iciently since there is proper coordination. The organization is having the value system and culture for developing the coordination between the superiors and the subordinate. From the management practices of ATC Beverages Pvt ltd that they believe in the following shared value. Customer satisfaction Innovative product line Continuous improvement through feedback from customers
48
10.8 - SWOT Analysis:
STRENGTHS Techno logically advanced production system capable of manufacturing any kind of softdrinks. Large distributor network within South India. Modern plant with large capacit y and state of the art machinery in operation. Plant is located in centre of South India making supply easy.
WEAKNESS Large capital investment in the plant . R&D being out sourced leading to little room for change and improvement into the product . Lack of promotion and advertising done for the product awareness. Comparatively new venture to other brands so needs more time to mature.
OPPORTUNITIES Scope for plant expansion. New product with new taste and preferences. Freshness to the market . Lot of scope in the market as the product idea is new and fresh. Has a great advantage over current available product in the market .
THREATS The biggest threats are from the softdrink gaints Coca cola and Pepsi who own together more than 95% of the market share in the softdrink sector. There is a lot of competition from other local manufaturer with similar kind of product line and category. Owning to newness needs time to grow.
49
Research Methodology
50
RESEARCH METHODOLOGY
11.1-Title
of the
Project: To find the consumer behaviour towards
GOLDPINE LEMON MASTI and GOLDPINE JEERA MASTI soft drinks.
11.2-Statement of the problem: Lack of awareness of the consumers towards
the product Goldpine Lemon Masti and Jeera Masti soft drinks in the market and preference to the taste of the products .
11.3-Objectives of the study:
1. To study the customer perception towards the product of ATC Beverages. 2. To study the general opinion of the customer about the marketing mix of ATC Beverages. 3. To study the market potential of ATC Beverages. 4. To study strategies for the betterment of the sales of ATC Beverages. 5. To study the buying motive of the customer regarding the product of ATC Beverages.
11.4-Need for the study: Since the soft drinks market is growing with each
passing day, also many competitors are ent ering the segment. These has rendered a significant importance to the sales of the product with continuous changing of the need and wants of the consumer hence the study of the same is needed to understand the problem and to improve the sales in the current market condition.
51
11.5-Scope of the study: To find the reason behind the lack of awareness of the
product and to find the solutions and remedies which can be implement ed to make the product more attracting to the consume rs with respect to taste and the overall quality of the product .
11.6-Assumptions: The following points have been treated as assumption in the
study. 1. Primary data and secondary data were collected and details given in the data is treated as the correct data. 2. The data collected from the company is analysed in proper method for study purpose.
11.7-Data collection and source of the data:
1. Primary data has been collected from the respondents through structured questionnaire. 2. Secondary data is been collected from data provided by company and other source of the secondary data are from internet, books and other research documents.
11.8-Statistical tools used for the research:
1. Questionnaire 2. Tabulation 3. Pie charts 4. Percentage

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11.9-Sampling technique:
1. Sampling unit The sample unit consist of population of consumer who were given the sample of the soft drinks. The sample was collected for consumers from Bangalore region only. 2. Sample size The sample size consist of only 70 consumers owning to limited number of sample provided by the company. 3. Sampling method The method employed here is the convenience sampling method owning to time, man power and monetary factors being available in limited access. Convenience sampling method is a non probability convenience sa mple design.
11.10-Operational definitions:
1. Non-probability sampling Non-probability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample. In this type of sampling, items for the sample are selected delibera tely by the researcher; the choice concerning the items remains supreme. 2. Convenience sampling When population elements are selected for inclusion in the sample based on the ease of access, it can be called convenience sampling. 3. Tabulation When a mass of data has been assembled, it becomes necessary for the researcher to arrange the same in some kind of concise and logical order. This procedure is referred to as tabulation. 4. Questionnaire A questionnaire consist of a number of questions printed or typed in a definite order on a form or set of forms. The questionnaire is given to the respondents who are expected to read and answer the same
53
with the given options or their own opinion in the provided space in the questionnaire itself. The respondent s have t o answer the questions on their own.
11.11-Plan of analysis: The information collected from the questionnaire was
analysed as 1. The data collected from the questionnaire put together in the form of table and analysed. 2. All the remarks have been assigned carefully and used according to the requirement. 3. Percentage has been collected wherever necessary for better appreciation. 4. Data analysis and interpretation has been done on the basis of primary data. 5. Inference has been drawn from the analysis to attain the objective of the study. 6. The summary of the findings was recorded based on the details collected.
11.12-Limitation of the study:
1. The capital of Karnataka, Bangalore has been taken up for the research study. However the whole area was not been able to cover up due to resource such as manpower, time, money and other factors.
54
2. This being academic study suffers from time and cost constraints. The study was conducted only in Bangalore city cannot be generalized to other markets. 3. The data provided by the respondents is basically from their memory recall tended to creep in due to recall errors. 4. Preference and response of the customer can change over a period of time.
55
Data Analysis a nd Interpretation
56
DATA ANALYSIS AND INTERPRETATION

1. The taste of Lemon Masti
Table 12.1-Responses obtained regarding taste of Goldpine Lemon Masti. Options No. of responses Percentage
Very good
3%
Good
28
40%
Satisfactory
15
21%
Poor
21
30%
Very poor
6%
Total
70
100%
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Graph 12.1 Responses for taste of Goldpine Lemon Masti.
Responses
3 6
Very good
30
Good
40
Satisfactroy Poor Very poor
21
Analysis
The above table and graph shows that the level of consumer satisfaction from the product Goldpine Lemon Masti, the following results were obtained from the analysis that is 3% very good, 40% good, 21% satisfactory, 30% poor and only 6% very poor in taste.
Inference
From the above data we can draw the inference that the taste of Goldpine Lemon Masti is good overall with 40% of the consumer choosing the option good in the survey. Also there are about 30% of consumers choosing poor indicating that the product still needs improvement.
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2. The taste of Jeera Masti
Table 12.2 Responses obtained regarding taste of Goldpine Jeera Masti . Options No. of responses Percentage
Very good
16
23%
Good
26
37%
Satisfactory
20
29%
Poor
10%
Very poor
1%
Total
70
100%
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Graph 12.2 Response for the taste of Goldpine Jeera Masti
Responses
1% 10% 23%
Very good Good
29%
Satisfactory Poor very poor
37%
Analysis
The above table and graph shows that the level of consumer satisfaction from the product Goldpine Jeera Masti, the following results were obtained from the analysis that is 23% of the consumers found the taste very good, 37% good, 29%satisfactory, 10% poor and only 1% very poor .
Inference
From the above data we can draw the inference that the product Goldpine Jeera Masti is very well with the consumers and they like the taste of the product to a very high extend.
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3. Consumer awareness towards Goldpine Lemon Masti and Jeera Masti
Table 12.3 Consumers awareness of Goldpine Lemon Masti and Jeera Masti . Options No. of responses Percentage
First ti me user
45
64%
Vaguely heard about it
11
16%
Was familiar with it
4%
Had used it before
6%
Regular
7%
Heard before but never bought
3%
Total
70
100%
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Graph 12.3 Consumer awareness of Goldpine Lemon Masti and Jeera Masti .
Responses
3%
7% 6% 4%
First time user aguely heard a out it Was familiar with it
16% 64%
Had used it efore Regular user Heard efore ut never ought
Analysis
The above table and graph shows that 64% of the consumers are first time users, 16% have vaguely heard about it, 4% are familiar with the product, 6% had used the product before, 7% of consumers are regular users and 3% heard before but never bought.
Inference
From the above data we can draw the inference that the product has very less brand awareness and there are only very few people who are aware of the product.
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4. Consumption pattern of regular users of Goldpine Lemon Masti and Jeera Masti on weekly basis.
Table 12.4 Regular user of Goldpine Lemon Masti and Jeera Masti on weekly
basis.
Options No. of responses Percentage
Less than 3 ti mes
0%
4 to 5 ti mes
60%
8 to 9 ti mes
40%
10 to 11 times
0%
More than 12 ti mes
0%
Total
100%
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Graph 12.4 - Regular user of Goldpine Lemon Masti and Jeera Masti on
weekly basis.
0 0
Responses
0
Less than 3
40
4 to 5 times 8 to 9 times 10 to 11 times More than 12 times
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Analysis
The above table and graph shows that 0% use the product less than 3 time a week, 60% of the consumers use the product 4 to 5 times in the week, 40% of the consumers use the product 8 to 9 times a week, 0% of the consumers use the product 10 to 11 times a week and 0% of the consumers use the product more than 12 times a week.
Inference
From the above data we can draw the result that there are not many consumers who use the product Goldpine lemon masti and Jeera Masti on a regular basis . There were only 5 out of 70 who used the product regularly.
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5. Response of the consumers to where they had seen the product Goldpine Lemon Masti and Jeera Masti before.
Table 12.5 Places where the consumers had seen the product before . Options No. of responses Percentage
Super market
12
15%
General store
15
19%
College canteen
4%
Local juice centre
7%
Restaurants
6%
Not seen at any place yet
39
49%
Total
80
100%
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Graph 12.5 - Places where the consumers had seen the product before.
Responses
15%
Super market General store
49%
19%
College canteen Local juice centre Restaurants ot seen at any place yet
4% 7%
6%
Analysis
The above table and graph shows the consumers responses about the product being noticed by the consumers and the following result were obtained 15% had seen the product in super market, 19% in general stores, 4% in college canteen, 7% in local juice centre, 6% in restaurants and 49% had not seen the product any place yet.
Inference
From the above data the result can be drawn that the product Goldpine Lemon masti and Jeera masti is not that visible brand in the market with 49% of the surveyed consumers say there have not seen it any place yet.
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6. Consumers level of satisfaction with Goldpine Lemon Masti and Jeera Masti.
Table 12.6 Level of consumer satisfaction with the product. Options No. of responses Percentage
Highly satisfied
9%
Satisfied
41
58%
Neither satisfied nor dissatisfied
15
21%
Dissatisfied
6%
Highly dissatisfied
6%
Total
70
100%
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Graph 12.6 - Level of consumer satisfaction with the product.
Responses
6% 6% 9%
Highly satisfied Satisfied
21%
Neither satisfied nor dissatified Dissatisfied
58%
Highly dissatisfied
Analysis
The above table and graph shows the result of the level of satisfaction of the consumers with Goldpine Lemon Masti and Jeera Masti 9% of the consumers were highly satisfied, 58% satisfied, 21% neither satisfied nor dissatisfied, 6% dissatisfied and 6% highly dissatisfied.
Inference
From the above data the following inference ca n be drawn that the most of the consumers were satisfied with the product overall .
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7. Factors that attracted consumers towards Goldpine Lemon Masti and Jeera Masti.
Table 12.7 Shows factors that attracted consumers towards the products. Options No. of responses Percentage
Taste & flavour
50
52%
Price
24
24%
Packaging
7%
Benefits & nutritional value
12
12%
Brand
4%
Total
97
100%
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Graph 12.7 - Shows factors that attracted consumers towards the products.
Response
4
Taste & flavour Price
12 7 52 25
Packaging Benefit & nutritional value Brand
Analysis
The above table and graph shows the factors that attracted the consumers towards the product Goldpine Lemon Masti and Jeera Masti the results were obtained 52% got attracted by taste and flavour, 25% to price, 7% to packaging, 12% to benefits and nutritional value and 4% to brand.
Inference
From the above data th e following inference can be drawn that most of the consumers were attracted due to the taste and flavour of the product.
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8. Comparison of Goldpine Lemon Masti and Jeera Masti to other similar products in the market.
Table 12.8 Shows comparison level to other product from the market. Options No. of responses Percentage
Much better
14
20%
Somewhat better
22
32%
About the same
22
31%
Somewhat worse
13%
Much worse
4%
Total
70
100%
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Graph 12.8 - Shows comparison level to other product from the market.
Responses
4% 13%
20%
Much etter Somewhat etter A out the same Somewhat worse
31%
32%
Much Worse
Analysis
The above table and graph shows the results from comparing other company products to Goldpine products following results were obtained 20% thought it is much better, 32% somewhat better, 31% ab out the same, 13% somewhat worse and 4% much worse.
Inference
From the above data the following inference can be drawn that the product is somewhat better from other product in the market.
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9. Brand preferred by consumers over Goldp ine Lemon Masti and Jeera Masti.
Table 12.9 Brands preferred by consumers over Goldpine Lemon Masti and
Jeera Masti.
Bindu Jeera Masala Soda
18
18%
Parle LMN
19
19%
Li mca Li me n Lemon
14
14%
Minute Maid Ni mbu Fresh
25
26%
PepsiCo Ni mbooz
22
23%
Total
98
100%
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Graph 12.9 - Brands preferred by consumers over Goldpine Lemon Masti and
Jeera Masti.
Responses
23%
18%
Bindu Jeera Masala Soda Parle LM Limca Lime n lemon
19%
Minute Maid imbu Fresh
PepsiCo imbooz
26% 14%
Analysis
The above table and graph shows the response from the consumers to other preferred brands in the market, following were the results 18% Bindu Jeera masala soda, 19% Parle LMN, 14% Limca Lime N Lemon, 26% Minute maid Nimbu Fresh, 23% PepsiCo Nimbooz.
Inference
From the above data the following inference can be drawn that the consumers have a lot of choice and it varies very much to draw any result.
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10.
Attributes given more importance to by the consumers while
buying a soft drink.
Table 12.10 Attributes given more importance to during purchase of soft
drinks.
Fizz
30
23%
Sweetness
30
23%
Thirst quenching
32
24%
Size of bottle
14
11%
Type of packaging
14
11%
Benefits & nutritional value
10
8%
Total
130
100%
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Graph 12.10 - Attributes given more importance to during purchase of soft
drinks.
Responses
8% 11% 23%
Fizz Sweetness Thirst quenching Size of ottle Type of packaging
11% 23% 24%
Benefits
Analysis
The above table and graph shows the attributes that consumers give importance to while buying other brand of soft drinks 23% go for fizz, 23% sweetness, 24% thirst quenching, 11% size of bottle, 11% type of packaging and 8% benefits.
Inference
From the above data we can draw the inf erence that consumers give more importance to attributes like fizz, sweetness and thirst quenching while buying other brand products.
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11.
Basis on which other brands of soft drink products are selected.
Table 12.11 Basis on which other soft drink brands are selected. Options No. of responses Percentage
Popularity
24
18%
Quality
34
25%
Brand name
24
18%
Brand image
13
10%
Price
18
13%
Availability
21
16%
Total
114
100%
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Graph 12.11 - Basis on which other soft drink brands are selected.
Responses
16
18
Popularity Quality
13 25
Brand name Brand image Price Availability
10
18
Analysis
The above table and graph shows the basis on which consumers select their brand of soft drinks from the market 18% go for popularity, 25% quality, 18% brand image, 10% brand name, 13% price and 16% go for availability.
Inference
From the above data the following inference can be drawn that consumers go for quality of the product as the most important factors when buying oth er brand of soft drinks.
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12.
Mode of advertising which most effective for the product Goldpine
Lemon Masti and Jeera Masti. Table 12.12 Mode of advertising most effective for the product. Options No. of responses Percentage
Television
43
40%
Billboards
13
12%
Newspapers
16
15%
Magazine
13
12%
Radio
3%
Internet
19
18%
Total
107
100%
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Graph 12.12 - Mode of advertising most effective for the product.
Responses
18% 3%
40%
Television Billboards Newspapers Magazines Radio Internet
12%
15%
12%
Analysis
The above table and graph shows the mode of advertising which would most catch the attention of the consumer to buy the product Goldpine Lemon masti and Jeera Masti 40% chose television, 12% billboards, 15% newspapers, 12% magazines, 3% radio and 18% inter net.
Inference
From the above data we can draw the infere nce that television is the most suitable mode of advertising to catch the at tention of the consumers to buy the product.
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13.
Rating given to the product overall in the scale of 1 to 5 (1 being the
lowest and 5 being the highest). Table 12.13 Rating given to the product on a scale of 1 to 5. Options No. of responses Percentage
12
17%
15
21%
25
36%
16
23%
3%
Total
70
100%
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Graph 12.13 - Rating given to the product on a scale of 1 to 5.
Responses
3%
17% 23%
1 (Being the lowest) 2 3
21%
4 5 (Being the highest)
36%
Analysis
The above table and graph shows the rating given to the product overall by the consumers considering all the attributes 17% rated it 1being the lowest, 21% rated it 2, 36% rated it 3, 23% rated it 4 an d 3% rated it 5 being the highest.
Inference
From the above data the following inference can be drawn that the product has a rating of 3which is about average in a scale of 1 to 5 overall.
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14.
Consumers level of recommending the product to others to buy in the
buying of the product Goldpine Lemon Masti and Jeera Masti . Table 12.14 Level of consumer recommendation to others in the buying
process.
Definitely
20
28%
Probably
23
33%
Might or might not
13
19%
Probably not
13%
Definitely not
7%
Total
70
100%
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Graph 12.14 - Level of consumer recommendation to others in the buying
process.
Responses
7% 13% 28%
Definitely Probably Might or might not Probably not Definitely not
19%
33%
Analysis
The above table and graph shows the consumers level of recommending the product to other consumers in their future course of action about 28% definitely, 33% probably, 19% might or might not, 13% probably not and 7% definitely not.
Inference
From the above data the following inference c an be drawn that consumers will probably advise others to buy and try out the product in future.
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15.
Other comments towards i mproving the product for your taste and
preference.
Comments obtained from the consumers for the above questions. 1. The cost of the product Goldpine lemon masti and jeera masti to be high compared to the other well established brand available in the market. 2. The taste of Lemon masti needs improvement compared to other brands. 3. The packaging of the product is not that attractive and does not catch the eye of the buyers. 4. Main reason for trying the product was due to its taste and flavour which is new and that attracted them to try it. 5. The product needed more brand awareness to survive in the market. 6. The level of fizz to be higher in the product s. 7. Packaging of the product needs improvement. 8. More advertising needed to create brand awareness. 9. The product has a great scope in rural market.
85
Summary of Findings
86
SUMMARY OF FINDINGS
The following are the summary of the findings from the research 1. The taste of Goldpine Lemon Masti is found to be not that good buy the consumers. The result from the analysis show that 40% found it to be good as well 30% found it to be poor creating mixed conclusion about the product. Thus we can say that the taste of the product Goldpine Lemon masti in average satisfying. (Refer Table 12.1) 2. The taste of Goldpine Jeera Masti is found to be good overall with the consumers with analysis indicating that 23% found it to be very good and 37% finding it to be good. Thus we can say that the taste of the product Jeera masti is overall good. (Refer Table 12.2) 3. The analysis of the data showed that the brand Goldpine Lemon Masti and Jeera Masti does not have a great level of awareness with the consumers. The result from the analysis indicate t hat about 64% of the consumers where using the product for the first time. There were only 5 users who used the product regularly out of the 70 consumers surveyed. (Refer Table 12.3) 4. There were only 5 out of 70 surveyed consumers who used the product regularly on a weekly basis indicating that the product is not that visible in the market. (Refer Table 12.4) 5. The analysis of the data showed that 49% of the consumers have not seen the product any place near them, i ndicating that the product is not sold i n many region and outlet near the consumers purchase zone. (Refer Table 12.5) 6. The analysis showed that the level of consumer satisfaction with the product as a whole that is both Goldpine Lemon Masti and Jeera Masti is
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satisfactory with 58% of the consumer showing satisfied level from the product. (Refer Table 12.6) 7. The analysis showed that the main reason for the consumers attraction towards the product Goldpine Lemon Masti and Jeera Masti is the taste and flavour of the product. With 52% of the consumers choosing the option taste and flavour over other given options. Does indicating that the main advantage of the product is its new flavour in the market. (Refer Table 12.7) 8. The product when compared to other brand in the market showed the results that it was about the same that are available in the market in the carbonated segment of the product category. With 31% saying it is about the same and 32% saying somewhat better. Thus the result is mixed with contradicting reaction to the consumers choices. (Refer Table 12.8) 9. About 26% of the consumers found that the brand Coca -Cola Minute Maid Nimbu Fresh was more preferable then the product Goldpine Lemon Masti and Jeera Masti . Other brand were Bindu Jeera Masala Soda which is the only competition to Jeera Masti and Lemon Masti on the other hand had many competitors in the market in form of carbonated and non-carbonated segment also with natural fruit extract drinks in the segment category. (Refer Table 12.9) 10. The analysis showed that the consumers gave importance to attributes like fizz, sweetness and thirst quenching more value when they buy there soft drinks and cold drinks. Out of the three factors of attributes the most selected was that of thirst quenching with 24% selecting it in the survey process. (ReferTable 12.10) 11. The basis on which the consumers buy their product is the basis of qual ity of the product with 25% selecting the option quality over other factorsand
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options provided in the questionnaire, t hus indicating that quality is very important for the consumers over other factors. (Refer Table 12.11) 12. The most effective way of advertising according to the consumers that would catch their attention is television advertising with the consumers choosing it 40% of the times i n the survey. (Refer Table 12.12) 13. The overall rating that the product got is 3 from a scale of 1 to 5 were 1 being the lowest and 5 being the highest with 36% of consumers choosing it, indicating that the product is overall average in all its aspects from quality to appearance . (Refer Table 12.13) 14. 38% of the consumers said that they would recommend the product to others, with 17% definitely recommending and 21% probably recommending the product to others. Also 36% of the consumers might or might not recommend the products to others. (Refer Table 12.14)
89
Suggestions
90
SUGGESTIONS
After completing the project we have come up with the following suggestions for the ATC Beverages Pvt Ltd, which are as follows.
1. The company needs to improve the product Lemon Masti further to the liking of the consumers. (Refer Finding 1) 2. The company needs to promote their product better to create awareness among the consumers in the market. (Refer Finding 3) 3. The product must be made available in many locations from small stores to big retail outlets. (Refer Finding 5) 4. Display material should be provided to the retailers on more regular basis to increase the sales level and to promote the product. (Refer Finding 5) 5. Steady and fast implementation of promotional activities. Need to start local advertisements. (Refer Finding 11) 6. Since the company cannot afford to use televis ion advertising they can go for cheaper mode of promotion like billboards, banners, and the current trend of internet advertising. (Refer Finding 12) 7. Make effective availability of products in remote areas also. (Refer Finding 15) 8. The company needs to concentrate more on ru ral market which can be good to generate and increase the brand va lue. (Refer Finding 15) 9. Need to change the existing pricing strategy t o get better grip on the market with other brands. (Refer Finding 15) 10. Better and more attractive packaging needed. (Refer Finding 15)
91
Conclusion Future Growth
92
CONCLUSION FUTURE GROWTH
The company just needs to reform its rules, create more awareness, change its policies in favour of more opportunities and encourage its dealers and suppliers. Thus the company has an upcoming bright future in the future years. The company, if concentrates on the following factors will be able to face its tough challengers: Technology Quality Brand competition Price competition Good balance between production and sales Different preferences for products by different age groups R & D capacity Distribution Network Pre-Sales services After-sales services
93
Learning Experience
94
LEARNING EXPERIENCE
The Project work gave an initial exposure to corporate culture and I could learn several aspects of managerial decision making and problem solving. Some of them have been stated below: 1. Learnt the functioning of an organization regarding their daily working and decision making. 2. Learnt how the organization structure functions from top to bottom, and how the orders are passed down from each department. 3. Learnt the order execution system and how it works and how the orders are placed and detailed work are carried out to execute the order on time. 4. Learnt how to conduct survey and use the information for study. 5. Learnt the use of st atistical tools and there importance on business and there activities. 6. Learn the art of preparing questionnaire and collecting primary and secondary data through constant search and observation. 7. Learnt the inner working of the organization and there struct ure and other work flow model and its importance. 8. Learnt the meaning and importance of shared value in organization working and its importance on the organization staff and workers. 9. Learnt the importance of promotion and brand positioning for a manufacturi ng firm. 10. Learnt the importance of technical and managerial skills in an organization work flow and its working. 11. Learnt the art of new product development decision making strategy.
95
Annexure
96
QUESTIONNAIRE
I Amritraj D.Bangera studying MBA at M.S.Ramaiah Institute of Technology, Bangalore 560 054, doing my project at ATC Beverages Pvt Ltd, Bangalore on the topic Consumer behaviour towards GOLDPINE LEMON MASTI and
JEERA MASTI soft drinks.. This questionnaire is prepared for academic
purpose only. I thank you in advance for the time taken by you in filling up the questionnaire and helping me to complete the study successfully .
Name: _________________________________Age: ___
Date: _______
Contact detail: ___________________
*Please tick the appropriate choice to indicate your degree of satisfaction
1. How did you find the taste of LEMON MASTI?
a. b. c. d. e.
Very good Good Satisfactory Poor Very poor
2. How did you find the taste of JEERA MASTI?
a. b. c. d. e.
Very good Good Satisfactory Poor Very poor
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3. How much are you aware of Goldpine Lemon Masti and Jeera M asti? (If regular user answers Q.4)
a. b. c. d. e. f.
First time users Vaguely heard about it Was familiar with it Had used it before Regular user Heard before but never used
4. If you are regular user of the soft drinks how often you consume it on a
weekly basis? a. b. c. d. e. Less than 3 times 4 to 5 times 8 to 9 times 10 to 11 times More than 12 times
5. Where have you seen the product Goldpine Lemon Masti and Jeera
Mastibefore?(Tick all if necessary ) a. b. c. d. e. f. Super market General store College canteen Local juice centre Restaurants Not seen at any place yet
6. According to you what is your level of satisfaction with Goldpine Lemon
Masti and Jeera Masti? a. b. c. d. e. Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
98
7. Which of the following factors attracted you towards the Goldpine Lemon
Masti and Jeera M asti?(Tick all if necessary ) a. b. c. d. e. Taste and flavour Price Packaging Benefits and nutritional value Brand
8. Thinking about the similar product offered by other company, how would
you compare Goldpine Lemon Masti and Jeera M asti a. b. c. d. e. Much better Somewhat better About the same Somewhat worse Much worse
9. Which of the following brand you prefer over Goldpine lemon masti and
jeera masti? (Tick all if necessary ) a. b. c. d. e. Bindu Jeera Masala soda Parle LMN Limca lime and Lemon Minute Maid Nimbu Fresh PepsiCo Nimbooz
10. Which of the following attributes you give most importance to while buying
a soft drink?(Tick all if necessary ) a. b. c. d. e. f. Fizz Sweetness Thirst quenching Size of bottle Type of packaging Benefits and nutritional value
99
11. On what basis do you select other brand of soft drink products? (Tick all if necessary )
a. b. c. d. e. f.
Popularity Quality Brand image Brand name Price Availability
12. What mode of advertising would most catch your attention to buy the
products? a. b. c. d. e. f. Television Billboards Newspaper Magazines Radio Internet
13. On a scale of 1 to 5, rate the product overall ?
a. b. c. d. e.
1(lowest) 2 3 4 5(highest)
14. Would you recommend Goldpine lemon masti and jeera masti to others
a. b. c. d. e.
Definitely Probably Might or might not Probably not Definitely not
100
15. Any other comment towards improving the product for your taste and
preference ______________________________________________________________ ______________________________________________________________ _____________________________________________________ _________ ______________________________________________________________
Thank you for your time and response
101
BIBLIOGRAPHY
Selected references and recommended readings Consumer Behavior by - Leon G.Schiffman, Leslie Lazar Kanuk- 9th edition Published by Dorling Kindersley (India) Pvt Ltd. Research Methodology Methods and Techniques by - C.R.Kothari 2nd edition Published by New Age International Pvt Ltd. Websites www.atcbeverages.com www.google.com www.wikipedia.org www.authorstream.com
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Project Report On Consumer Behaviour Towards Goldpine Lemon Masti and Jeera Masti Soft Drinks

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Project report on ATC Beverages Pvt Ltd, Bangalore

Submitted in the partial fulfilment Of the award of Master of Business Administration

Project report on AT Beverages Pvt Ltd, Bangalore

to express t rough the paper of this report a

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

Theoretical back ground

The objectives of the study are

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Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

4. The product is not available in many areas across Bangalore region.

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

Air Transport Corporation:

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

ATC Agro Industries:ATC Agro Industries is situated in Guwahati, Assam

Computer Factory India Li mited: Computer Factory India Limited

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

Back Ground and Inception of Company

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Project report on ATC Beverages Pvt Ltd, Bangalore

BACKGROUND AND INCEPTION OF T E COMPANY

Corporate Overview Vision Statement:

Ownership Pattern PremGoyal (Chairman)

Project report on ATC Beverages Pvt Ltd, Bangalore

Board of Directors Amitabh Goyal (Director Overall)

C.G Hegde (Director Technical)

K. Prabhakar (Director Marketing)

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

Blue Mist package drinking water

Franchised product: F&N (Fraser & Neave range of products include

F&N 100 plus energy drink

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Project report on ATC Beverages Pvt Ltd, Bangalore

M.S. Ramaiah Institute of Technology, Bangalore.

Order execution for Major Traders