Professional Documents
Culture Documents
“Marketing is not a process of selling our goods to customers. It is an art of making them
obtain what they want and need through creating offering, exchange and transaction
pricing, promotion and distribution of ideas, goods and services to create exchange that
Thus, marketing starts with identifying the target customers and ends with
satisfied customers. Management of all the activities between these customers is the
Consumer Markets:
consumer market.
Beverage industry is one of the most profitable industry in the market. Beverage
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Beverage industry is generally classified into:
1. Alcoholic drinks.
2. Non-alcoholic drinks.
2. Fruit Juice
1. Cola based
2. Non-Cola based
The Non-Cola based segment has orange, clear lemon, cloudy lemon and
soda. Fruit juices include watermelon, mango, apple and pineapple. The cola
segments, which consider to be giving some type of fuzziness and satisfaction, is fast
growing in India. This is the reason why soft drink marketers are fighting tooth and
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CONSUMER PREFERENCE
The marketing concept is built on the premise that marketers first identify
consumer needs and then develop products and services to satisfy those needs. Consumer
researcher offers asset of diverse methods to identify such needs. Consumer research is
also used to better understand consumption behavior. It is used to identify and locate
appropriate target markets and to learn their media habits .it is used to identify both felt
and unfelt needs to learn how consumer preference products and brand and stores, what’s
their attitude before and after promotional components and how and why they make their
perspective. They are designed to help a market make specific marketing decisions
Consumer research provides basis for the development of new product and
service concepts to meet targeted consumer needs. It also enables marketer to build
consumer meaning into the product or service by discovering which attributes are most
important to the target market and integrating them into the product or service design.
manufacturers according to the demand and assists them in securing the markets of their
goods. The consumer also reveals the manufacturers from the necessity of having sales
The manufacturers are not put to that task of collection and securing orders and
the numbers of accounts they have to open are smaller than when dealing with the
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consumer. The consumers are in a position to advice the manufacturers as to the changes
While manufacturing soft drinks the company should maintain both quality and
quantity occupies a very important stabilized position. The company can assess the public
demand and see that marketable goods are manufactured thus protecting the manufacturer
from wasteful and indiscriminate production as well as the consumer against goods which
CONSUMER RELATIONS:
firms have established relationship marketing programs to faster usage loyalty and a
marketing is aimed at creating strong relationships with a core group of consumers. The
emphasis is on developing long-term bonds with them and by giving them some kind of
However, the effort involved for the firm in developing and maintaining a
Marketers much determine the “life time value” of a consumers to ensure that the cost of
obtaining ‘servicing and communicating with the consumers do not exceed the potential
profits’.
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CONSUMER PREFERENCE:
expectations. Companies seeking to win in today's markets must track their consumers
While assisting the satisfaction level a company must not conclude that it can get
Some times consumers may feel that their complaints are minor or that they will
be made to feel bad, or that no remedy will be offered. The result is that the company has
periodic surveys would provide more appropriate measure. Thus questionnaire can be
made to a random sample of their recent consumers to find out how they feel about
various aspects of the companies performance. They can also solicit buyers view on the
competitor's performance.
So the respondents can be asked a list of problems they hear, had with the offer
and to list out improvements needed. Companies could also ask the respondents to rate
various elements of the offers in terms of the importance of each element and how will
the company performance each element. So the researcher has taken up a comprehensive
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CONSUMER PROFILE
traveling on a bad day and night have a sweated a lot. The body demand for fluid urges
him or her to go and buy a soft drink. In the choice of soft drink the consumer can choose
any thing banded on the top of mind awareness. Some times the consumer can choose
brand on the dealer's advice. Such, it is low involvements buying and thus, easy
There are a few customers who but in bulk for parties\social occasion. In this case
the individual usually prefer some variety, choosing assorted flavors. This individual
might be trying to cater to his perception of his guest's preference. Ultimately the choice
MARKET SEGMENTATION
DEMOGRAPHIC:
Soft drinks are mostly consumed in the urban market. However the market can be
Geographic location of the market and place of consumption {indoor or outdoor}. Soft
drink concentrates like Rasna and packet fruit drinks are targeted towards younger age
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CLIMATE:
Places with high humidity and temperature endure low body fluid. Under such
climatic conditions consumer uses soft drinks to replenish the lost body fluids. Hence
there is a potential soft drink market in such places. The category cop is further
MEDICINAL:
Certain flavors like plain soda are perceived to aid indigestion. Fruit juices are
USER STATUS:
Most consumers perceived soft drinks as athirst quencher. A small segment can
NORMAL:
Select: The group of consumers who use soft drinks as a diluting medium for alcoholic
Elite: The group of consumers who prefer soft drinks to water. They also offer soft
drinks to guests.
Social: The group comprises individuals and institutions that serve soft drinks during
some functions. This segment has emerged as the most rapidly growing market.
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PROFILE OF THE SOFT DRINK INDUSTRY
Soft drinks are thirst quenches hygienic sweetened flavor, low calorie, non
alcoholic, good taste and social status. These soft drinks when serve at cost will be the
Two reasons for predominance of the soft drink industry is their easy availability
and their reasonable high degree as product and our country with more than 100 crores of
The soft drink industry in India has annual sales exceeding Rs900 crores
and most of the bottling companies, which are franchises in the country, have been
flourishing well.
levied by the government is very high and by which the bottles of a soft drink is fixed at
But in India more than 40% of population is living below poverty line and
as a result, the trading activities of soft drinks industry is concentrated in and around big
cities and towns, Where the purchasing power of the people is comparatively high .In
spite of all these reasons the soft industry has expanded a wide network and made
arrangements to the product even to the remote places by giving franchisees to various
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HISTORY OF SOFT DRINKS
Soft drinks can trace their history back to the mineral water found in natural
paring. Bathing in natural springs has long been considered a healthy thing to do and
mineral water has said to have curative powers. Scientists discovered that gas chromium
century. They were made from water and lemon juices sweetened with honey. In 676, the
camping de Luminaries of Parries was granted a monopoly for the sale of lemonade soft
drinks. Vendors would carry tanks of lemonade on their backs 2nd dispensed cups of the
carbonated water, Dr Joseph priestly. Three years later the Swedish chemist tuber
Bergman invented a generating apparatus that made carbonated water from chalk by the
use of sulfuric acid. Bergman's apparatus allowed imitation mineral water Toby produced
in large amounts.
In 1810, the first U.S Patent was issued for the "means of mass
Carolina carbonated beverages did not achieve great popularity in America until 1832,
when John Matthew's invented his apparatus for the making carbonated water. John
healthy practice. American Pharmacists, who were selling most of the mineral waters
started to add medicinal and other flavorful herbs to the unflavored beverages: e.g., birch
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bark, dandelion, sarsaparilla and fruit extracts. The early drug - with their soda fountains
Customers wanted to take the drinks home with them and the san drink hauling Industry
Over 1,500 U.S. patents were filed for a cork, cap or lid for the carbonated rink
bottle tops. The bottles were under a lot of pressure from the gas. Inventors were trying to
find the best way to prevent the carbon dioxide (bubbles) from escaping. In 1892,
William Painter, a Baltimore machine shop operator, patented the "Crown Cork Bottle
Seal". It was the first very successful method of keeping the bubbles in the bottle.
In 1899, the first patent was issued for a glass- blowing machine for the automatic
production of glass bottles. Earlier Glass bottles had all been hand blown. Four years
later, the new bottle-blowing machine was in operation. The inventor, Michael j. Owens,
an employee of Libby Glass Company, first operated. Within a few years, Glass Bottle
Some time in the1920s, the first “home packs” were invented.” ohm-pas”
is the familiar six-pack carrying cartons. Automatic vending machines also began to
It is the oldest of the soft drinks in India. It had exited Indian market in 1977.
Later it was introduced in the market in the year 1993. The Indian soft drink industry is
growing its sales at an alarming rate, with the Coca-Cola Company and Pepsi Foods in
"The Indian Soft Drink Industry". The scene of the soft drink industry is:
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1. The Parle's Exports Pvt Ltd
A brief discussion on the leading soft drink companies and the market share of
Parle: Parle is the market leader in all the three soft drink flavors. Thums up has
occupied 36% of the total Cola market with Limca accounting for over 52% share of
Lemon flavored soft drinks, while Gold spot has covered almost 42% of Orange segment.
Pure Drink: Pure drinks stand seconds to Parle in the market. Camp cola have captured
about 24% of the market. While camp cola is also doing well with share of about 25%.
MC Dowell’s: Mc Dowell's did well initially, but it couldn't retain that position. News
paper reports have claimed that, faced with plunging sales and declining market share in
the carbonated beverages. MC Dwells is casing out of the soft drink market.
Pepsi Foods Pvt Ltd : Pepsi Co - Inc 13 billion soft drinks, snacks and fast foods
conglomerate has family entered the Indian market after a few years of Hectic Lobbying
and controversy. Dogged down by controversy one or another since its idea of entering
the Indian market. Pepsi has changed its plan of being predominated soft drink vertex to
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Coke was ended its market in 1977. There was tie up between in Parle and
coke in 1993 and then Coca - Cola has introduced in Indian market. The products of
1. Coca - Cola
2. Thums up
3. Sprite
4. Fanta
5. Limca
6. Kinley
BRAND POSITIONING:
Positioning of the different brands in the Indian soft drink market can be
analyzed by the way various brands have been advertised by their companies and the
manner how they are perceived by the consumers. Some drinks are meant for health,
FUTURE PROSPECTS:
The Indian soft drink market has grown fourfold since 1977. This rapidly
expanding market had lured even international soft drink giants to India. For example
world number two Pepsi entered the Indian market as a partner of Punjab Agro Industrial
Corporation. Values have also launched its drink in 1990. World number one coke
entered Indian market as Coca - Cola as a partner Parle. As per its commitments in the
Indian Government, Coke and Pepsi will have to earn foreign exchanges for the country.
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As Coca - Cola growing as one of the futures markets leaders, new strategies being
The cola wars will bring about many changes in the soft drink industry. Due to
competition, better quality drinks can be expected even at a lower price. The consumer
The soft drink business is most complicated because of the following reasons.
A) At the most basic level, it is a two - way business. When consumer buys a cigarette or
soaps that ends the marketing story, but soft drink bottles collected back.
asks for certain brand and finds that it is out of stock. He will settle next brand that strikes
his mind rather than roaming for the first brand in the neighboring outlet. In other words
if brands availability is weak on certain day, the effect on sales will show in the next 24
hours.
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PROFILE OF COCA-COLA COMPANY
The Coca-Cola Company, which is the most recognized trademark in the world's
largest manufacturer and the distributor of Soft drink syrups and concentrates. The
mission of the company is to increase shareholders value over time. One of the
foundations of this mission in the business with people has a strong commitment to the
company values and culture, and providing an opportunity controlled equipment, to meet
the business goals and objectives. The company has responsibility to ensure compliance
with the frame of policies and procedures, and protect the company's assets and
Atlanta. It was May of 1886 when the pharmacist caramel-colored syrup. In a three -
legged brass kettle in his backyard. He first "distributed” the new product by carrying
Coca-Cola in jug down the street to Jacobs’s pharmacy. Four five Cents, consumers
could enjoy in a glass of Coca-Cola at the soda fountain. Carbonated water has teamed
with the new syrup, producing a drink that was proclaimed "delicious and refreshing".
Dr Pemberton's partner and book keeper, Frank M. Robinson, suggested the name
and penned "Coca-Cola "in the unique following script that is stil11amous "world wide
today. Mr. Robinson considered that "the Two C's would look well in advertising.
the Coca-Cola business. With in four years, his merchandising flair helped expand
consumption of Coca-Cola to every state and territory. In 1919, the Coca-Cola Company
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was sold to a group of investors for $25' million. Robert ' W. Woodruff became the
president of the Coca-Cola Company in 1993. And is more than 6 decades of leadership
took the business to unrivaled heights of commercial sources, making Coca-Cola and
A.Beindenahm of Mississippi was looking for a way to serve this refreshing beverage at
picnics. He began offering bottled Coca-Cola, using syrup shifted from Atlanta during an
Tennessee. The Contract marked the begging of the Coca-Cola Company's unique
independent bottling system that remains the foundation of the company soft drink
operations. Back then, soda bottles are all very similar. And Coca-Cola had many
operations. Back then, soda bottles are all very similar. And coca-cola had many
imitators, which consumers would be unable to identify until they took sip. The answer
was to create a distinct bottle for Coca-Cola bottle with a counter - ape now known
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THE BOTTLING SYSTEM:
Today our products reach consumers and customers around the world - rough a
vast distribution network made-up of local bottling companies. These bottles are located
around the world, and most are independent business. Using concentrates and beverages
bases produced by the Coca-Cola Company, our bottling partner's package and market
TRADE MARKS
The company trademarks are most valuable assets. The trademark "Coca-Cola
"was registered with the US patents & Trademark Office in 1893, followed by "coke" in
1945s. The unique contour bottle, familiar to consumers every where, was granted
marking the first extension of the company's most precious trademark to another product.
Later years saw the introduction of additional products bearing the Coca - Cola name,
Today, the world's favorite soft drink, Coca-Cola, is also the world's best
known and admired trademark, recognized by more than 90% of the world's population.
The mission of the Coca-Cola Company is to increase share owner value over
time. The company accomplishes the mission by working with its business partners to
deliver satisfaction and value to customers and consumers through world wide systems of
superior brands and services, thus increasing brand equity on a global basis.
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MISSION OF COCA-COLA IN INDIA
bottling system strategies, processes and tools in order to create competitive advantage
value added.
development.
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VISION OF COCA-COLA IN INDIA
in consumer and customer preference and loyally, through Coca -Cola's commitment to
1. We will conduct ourselves and our business activities with high standards of honesty,
2. We will recognize the positive contributions that we make as individuals and team
3. We will encourage a learning environment where people constantly grow, develop and
contribute.
4. We will strive for excellence and seek continuous improvement in everything we do.
5. We will respect all stake holders, including employees, partners and suppliers and in
defined objectives.
The mission is the focal point for the company. Its needs these components working
People are the main assets of the company they must be developed to meet the
Commitment - people must be committed to achieving the business goals and feel
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Policies / Procedures - provides the guides and structure to conducting business.
Goals / Objectives - provides the targets, which are in line with overall Mission.
conduct the business with honesty and integrity in accordance with moral, ethical and
legal standards.
Internal Controls - are vital part of the overall frame work that is the thread that binds
all components together, and provides that frame work to which to work.
PROFILE OF HCCBL:
The soft drink industry is basically being run franchisee basis like other
franchises operating in other party of India. HCCBL is operating as franchises for Coca -
LOCATIONS:
FUNCTIONS:
1. Bottling
2. Distribution
3. Sales
4. Marketing
5. Advertising
6. Administration
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BOTTLING:
production lines.
1. The first line is having capacity to produce 400 bottles per minute.
2. The second line is having capacity to produce 200 bottles per minute.
3. The third line is having capacity to produce 200 bottles per minute.
4. The fourth line is having capacity to produce 200 bottles per minute.
In this line are large package like 1 ltr, 1.5 ltr, 2 ltr, 500 ml and 200 ml are
produced. All together and total production capacity of the factory is 860 bottles per
minute.
DISTRIBUTION:
It is pipeline through which a product flows on its way to the consumer. It may be
MARKETING:
1. Manufacturer to consumer
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ADVERTISEMENT:
sales promotional activities for its local markets and dist rich market. The annual budget
lakhs are spent on advertising and marketing and sales promotional and Rs.24 is specially
POINT OF PURCHASE:
1. Banners
2. Racks
3. Stickers
4. Calendars
5. Gifts
OUTDOOR ADVERTISEMENT:
1. Hoarding
2. Bus shelters
3. Banners
4. Truck back
5. Posters
SPECIAL EVENTS:
1. Bottle coolers
2. Visi coolers
3. Uniforms
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PRODUCT PROFILE:
quenching thirst in a summer and also for refreshment. If we come across the market we
find different types of soft drinks, which are more or less the market and more or less the
The market of soft drinks is facing a cutthroat completion and many companies are
flouting in the market with their products in different brand names. For example flavors
Coca - Cola have Thumps up and Coke while Pepsi Co has Pepsi.
The Coca - Cola Company started out as an insignificant one-man business and
over the last one hundred and ten years it has grown into one of the largest companies in
the world. The first operator of the company was Dr. John Pemberton and the current
operator is Roberto Goizuta. With out societies help, coca - cola not have become over a
Frank Robinson, one of pemberton's close friends, named Coca - Cola; he also
penned the famous Coca - Cola logo in unique script. Dr. John pemberton sold a portion
of the coca-cola company to as a Candler, after pemberton's death the remainder was sold
to Candler. Pemberton was forced to sell because he was in a state of poor health and was
in debt. He had paid $ 76.96 for advertising. But he only made $50.00 in profits acquired
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Candler achieved a lot during his time as owner of the company. On January 31,
1893 the famous Coca - Cola formula was patented. He also opened the first syrup
manufacturing plant in 1884. His great achievement was large scale bottling of coca -
cola in 1899. In 1915, the root glass company made the bottle for the coca - Cola
Company.
he would never leave his name, this is how he became to be known as "Mr. Anonymous"
woodruff introduced the six-bottle carton in 1923. He also made coca - cola available
through vending machine in 1929, that same year, the coca-cola bell glass was made
available.
Woodruff did have one dubious distinction; he raised the syrup prices for
Woodruff made coke available in every state of the union through the soda fountain. For
In 1985, the coca - Cola Company made what has been known as one of the
biggest marketing blunder. The coca - Cola Company stumbled onto the new formula in
efforts to produce diet coke. They put 4 million dollars of research to come up with the
new formula.
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Robert Woodruff's death was a large contributor to the charge because he stated
that he would never change coca - cola's formula. Another factor that influenced the
change was that coke's market share fell 2.5 % in 4years. Each percentage point loss or
gain meant 200 million dollars. A financial analyst said "Coke’s market share fell from
24.3% in 1980 to 21.8% in1984. This was the first flavor change since the existence of
The change was announced the April 23, 1985 at the Vivian Beaumont Theater at
the Lincoln center. Some 200 T.V and news papers reporters attended this very
announcement. It included a question and answer session, a history of coca - cola and
many other elements. The debut was accompanied by an advertisement campaign that
The change to the world ' s best selling soft drink was heard by 81% of the
United States population within 24 hours of the announcement. With in a week of the
change 1000 calls a day where flooding the companies 800 number coke. Most of the
callers where shocked, many said that they were considering switching to Pepsi. Within 6
weeks the 800 numbers was being jammed by 6000 calls a day.
When Pepsi heard that the coca - Cola Company was changing its secret formula
that they said it was a decision the Pepsi taste better. Roger Enrico, the president and
C.E.O of Pepsi cola wrote a letter the every major newspaper in the U.S. to declare the
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It gives me great pleasure to offer each of you my heartiest congratulations.
After 87 years of going at it eye ball, the other guy just blinked. Coca - Cola Company is
with drawing their product from the market place, and is reforming brand coke to be
more like Pepsi. There is no question the long- term market success of Pepsi has forced
this move.
Coca - Cola officials said “The new formula will boost coke’s share by 1%".
That is worth 200 million dollars a year. Coca - Cola management had to decide: Do
nothing or "buy the world a new coke". They decided to develop the new formula.
The change back to the old coke was known as the second coming Roberto said
Today, we have two messages to deliver to the American consumer first, to those of you
who are drinking coca - cola with its new great taste, our thanks. But there is a second
group of consumers to whom we went to speak to today and our message to this group is
simple. We have heard back in addition to the new one. This was greatly due to dropping
market share and consumer protest. The market share fell from a high of 15% to a low of
1.4%.
Roberto goizueta and Donald Keogh took full blame for this failed product
launch. This was said to be a classic marketing retreat. Coca - Cola executives admitted
that they had goofed by taking the old coke off the market. One old coke loyalty said
“The Company had spoiled the taste of 99 years old soft drink and betrayed a national
trust". We have heard you "marketer said" you would have thought we had invented a
cure for cancer. The Coca - Cola company 800 number received returned home. The
come back of old coke drove stock prices to the highest level in 12 years. This was said
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In 1979, 15 hundred employees moved to the new corporate head quarters
Atlanta located on the North Avenue. The new corporate head quarters came to be known
as “The Tower". During the time when the research for the new formula was taking
place, it was known as “The Bunker". The known ingredients in present day Coca - Cola
are water. The one in 400 part of the cocaine was removed from coca - cola in 1903. 5
years after infamous coke, the coca - Cola Company tried to bring back the reformulated
coke. The effort to phase in Coke 2 into the soda market was quite unsuccessful.
During the MR. Woodruff made a promise to the armed forces of the U.S to
supply coca - cola to every service person. He said that costs and location did not matter;
he supplied 5 million bottles to the service. The best trade mark in the world is sold in
about one hundred and forty countries to 5.8 billion people in eighty different languages.
This is why coca - cola is the largest soft drink company in the world.
For more than 65 years, coca - cola has been a sponsor of the Olympics. The
1996 summer Olympics will be held in Atlanta, the home of Coca - Cola. One great
earmark that the coca - Cola Company has its helping the people of Atlanta. The largest
accomplishment that the coca - cola has is being the first company to make and use
recycled plastic bottles. One way to see all of the achievements of the coca - Cola
All of what has been said is the basis of what coca - cola was built on. With out
societies help, coca - cola could not have become over a 50 million dollar business. Keep
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COCA - COLA BOTTLES:
The first type of bottle "coke" came in was the Hutchinson stopper - type glass
bottle that utilized an iron stopper and rubber washer. Joseph Biedenharn, the first bottler,
originally used this type of bottle. “Coca - Cola" was usually written in script or block
The second type of "coke" bottle as the crown-top, straight-sided, and imitations
became a problem. These bottles came in amber, clear and light green colors, and were
The second type of bottle used is known today as the “hobble skirt" or contour
bottle. The Chapman Root Glass company of Terre Hautte, Indiana invented the bottle
specifically for “coca - cola". They modeled the bottle after a cocoa bean. The bottle was
first patented on December 25, 1923. The actual shape of the bottle was patented in 1960.
Coca – Cola first introduced 10, 12 and 26 ounce bottles in 1955. Dates: 1915-today.
merchant from Vicksburg, Mississippi, offered the first bottle of “Coca-Coca”. It was
originally sold at just soda fountains. Biedenharm sold to rural areas around Vicksburg.
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COCA – COLA DATES AND SLOGANS:
1939 “Whoever you are, whatever you do, wherever you may be when you think
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SLOGANS IN INDIA:
MATERIAL REQUIRED:
Sugar
Essence
Water
Co2
Crown cork
Glass Bottles
Plastic Crates
In the production process initially the water is filtered and passed through
exchanger. There will be two types of water sources after the initial stages of
filtratio
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water can only pass to the soft drinks plant. Boiled sugar syrup is mixed with
essence. The boiled sugar syrup mixed with essence is the factor determined the
flavor and taste of the brand. As every company maintains its formula of mixing
ingredients. The mixed syrup is passed through carbon -di -oxide plant in a
correct proportion and chilled by the refrigeration system of the plant that is the
major consumer of the electricity in the plant. The chilled mixture is passed to the
bottling unit are filled to the desired level and capped. Bottles are inspected and
To maintain through hygiene the plant is shut for two hours daily for
clean up and routine maintenance work. Bottle inspectors are changed every
twenty minutes to ensure correct checking and avoid human errors. On certain
cases double checks are used to reconfirm. The management haws potted to use
rejection by electronic eye may rise up to 85% in the present case and disrupt; the
its quality and hygiene condition. Samples are dispatched every week to the
affiliated parent agency for quality check up. Further more the parent company
also collects samples from the market at random for quality check up at any time
to make sure that the quality is maintained to exact standard of the parent
company.
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STATEMENT OF THE PROBLEM
The project is mainly focus to find out the consumer preference in purchase of
Therefore the survey was conducted in those areas to know about the consumer
preference towards coca-cola soft drinks. The questionnaire was framed in such away to
collect overall information about the factors which influence consumer preference to
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OBJECTIVES OF THE STUDY
32
RESEARCH METHODOLOGY
INTRODUCTION
The main objective of the study is to find out the overall preferences of
The method used for present study was survey method using structured and pre
number of respondents. The sample is selected from a large group on convenience basis.
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METHODOLOGY
RESEARCH DESIGN
the information needed. It is the over all operational pattern or frame work to the project
that stipulates what information is to be collected from which source and by what
procedures.
• primary data
following ways
o Observation
o Focus group
o Survey
• secondary data
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Researchers usually start by gathering secondary data through the company’s
internal data base, which provides a good starting point. However, the company can
also tap a wide assortment of external information sources ranging from company
Sample:
deliberated selection with the object of investigation the properties of the parent
sample size is numerous and can’t be determined. So for our convenience we take
convenience-sampling method where all the population in sample is given equal priority.
Sampling procedure:
sample.
Sampling method:
The Sampling technique adopter by the researcher for the study is simple random
sampling.
Sampling unit:
A sampling unit is the basic unit containing the elements of the target population.
Sample size:
Area of study:
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Area of the study for the researcher work is Hyderabad..
The consumption of soft drinks has become so common irrespective of the sex,
occupation, age, and income differentials. The coca-cola marketing company first to
maintain the standardized level of its market on the potential market and then concentrate
market.
The scope of the study was limited to the consumer preferences for soft drinks
with special references to coca-cola. The study would be mainly helpful to the
manufacturer to modulate the brand features according to the taste of consumers at large.
The study has been conducted in Hyderabad and the data have been collected from
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LIMITATIONS OF THE STUDY
1. It is difficult to make a survey over entire India. So that researcher has confined to
a particular area.
3. The data and result may not be accurate for the total universe, due to the size of
samples is small.
4. Most of the consumers refused to fill the complete questionnaire as they were
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AGE GROUP OF CONSUMERS
TABLE-1
CHART-1
60
50
AGE GROUP
5−10
40 11 −20
21-30
30
31-40
41-50
20
50ABOVE
10
0
5−10 11 −20 21-30 31-40 41-50 50ABOVE
PERCENTAGE
Inference:
From the above table it is clear that most of the respondents who consume soft
drinks come under age group of 5-10 years i.e. 15% of the total sample, 25% are in the
age group between 11-30 years, 20% are in the age group between 31-40 years, 10% are
in the age group of 41-50 years and 5% are in the age group above 50 years.
The above table 1 shows that 25% the consumers belong to the age group between
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SEX-WISE CONSUMPTION
TABLE-2
CHART-2
80
70
60
50
40 MALE
30 FEMALE
20
10
0
MALE FEMALE
Inference:
From the above table it is clear that 59% of the respondents who consume soft
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OCCUPATION OF CONSUMERS
TABLE-3
CHART-3
40
30
Students
Employees
20
Business
Others
10
0
Students Employees Business Others
Inference:
From the above table, 37% of the consumers belong to the occupation of students,
while 31% are employees, 22% are business people and 10% of them others including
40
TABLE-4
AWARENESS NO.OF RESPONDENTS PERCENTAGE
YES 184 92
NO 16 8
TOTAL 200 200
CHART- 4
100
90
PERCENTAGE
80
70
60
50 YES
40 NO
30
20
10
0
YES NO
Inference:
From the above table it is clear that 92% of the respondents are aware of soft
TABLE-5
41
BRAND NO. OF RESPONDENTS PERCENTAGE
THUMS UP 48 24
SPRITE 36 18
COCA-COLA 28 14
MAAZA 62 31
LIMCA 12 6
FANTA 14 7
TOTAL 200 100
CHART-5
50
Percentage
45
40
35
30
25
20
15
10
5
0
THUMS SPRITE COCA- MAAZA LIMCA FANTA
UP COLA
Brand
Inference:
From the above table it is clear that 24% of the people consume Thumps up, 18%
of people consume Sprite, 14% of people consume Coca -cola, 31% of the people
consume Maaza, 6% of the people consume Limca,7% of the people consume Fanta.
It depicts that 31% of the consumers are highly responded for Maaza and 24%
TABLE-6
42
Purpose No. of respondents Percentage
TASTE 67 33.5
THIRST 78 39
STATUS 35 17.5
FRESHNESS 20 10
TOTAL 200 100
CHART-6
50
40
TASTE
30
THIRST
STATUS
20
FRESHNESS
10
0
S
ST
ES
S
E
U
IR
N
ST
AT
H
TH
TA
ES
ST
FR
PURPOSE
Inference:
From the above table it is clear that 33.5% of the consumers take soft drinks as
taste quencher, 39.5% of the consumers take soft drinks for thirst, and 17.5% of the
It depicts that the consumers highly responded for thirst 39.5% and followed by
ALTERNATIVE BRAND
43
TABLE-7
CHART-7
PERCENTAGE
40
THUMSUP
30
SPRITE
COCA-COLA
20
MAAZA
LIMCA
10
FANTA
0
THUMS SPRITE COCA- MAAZA LIMCA FANTA
UP COLA
BRAND
Inference:
From the above table it, is clear that 19% of the consumers take alternative brand
of Thums Up, 17.5% of the consumers take alternative brand of Sprite, 16% of the consumers
take alternative brand of Coca-Cola, 24% of the consumers take alternative brand of Maaza,
11% of the consumers take alternative brand of Limca, 12.5% of the consumers take
alternative brand of Fanta.
It depicts that 24% of the consumers prefer Maaza as alternate brand followed by 19%
prefer Thums up, 17.5% of the consumers prefer Sprite and 16% of the consumers prefer Coca-
cola as alternate brand.
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TABLE-8
CHART-8
50
PERCENTAGE
40
200ml
30 300ml
500ml
20 1Ltr
11/2 Ltr
10
0
200ml 300ml 500ml 1Ltr 11/2 Ltr
QUANTITY
Inference:
From the above table-7 it is clear that 39% of the consumers responded for 200ml,
23% of the consumers responded for 300ml, 13% of the consumers responded for 500ml and
12.5% of the consumers responded for 1ltr & 11/2 ltr bottles.
It depicts that 39% of the consumers responded for 200 ml, 23% of the consumers
responded for 300 ml,13% of the consumers responded for 500 ml and 12.5% of the consumers
45
TABLE-9
CHART-9
PERCENTAGE
50
40 TASTE
30 BRANDIMAGE
20 ADVERTISEMENT
10 OFFERS&OTHERS
S
T
R
E
0
E
G
H
E
M
T
T
IM
E
S
O
IS
A
&
T
T
S
A
R
R
E
B
F
A
F
O
FACTORS
Inference:
From the above table-8 it is clear that 43.5% of the consumers are influenced by
Taste, 17% of the cosumers are influenced by Brand Image, 28% of the cosumers are
It depicts that 43.5% of the consumers highly responded for taste and 28% of the
consumers responded for advertisement, 17% of the consumers responded for Brand Image and
46
TABLE- 10
CHART- 10
100
90
80
70
60
Yes
50
No
40
30
20
10
0
Yes No
Inference:
From the above table, 94% of the consumers are satisfied with the availability of
coca-cola products in the outlets while 6% of the consumers are not satisfied.
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TABLE-11
CHART-11
PERCENTAGE
NO.OFRESPONDENTS
50
40 HIGHLYATTRACTIVE
30 ATTRACTIVE
20 SOMEEX
TENT
ATTRACTIVE
ATTRACTIVE
ATTRACTIVE
10 NOTATTRACTIVE
EXTENT
SOME
0
HIGHLY
NOT
OPINION
Inference:
From the above table-10 it is clear that 23% of the consumers opined coca-cola
26% of the consumers to some extent and 19% of consumers not attractive towards the coca-
cola advertisement. It depicts that the 32% of the consumers responded for attractive and 26%
of the consumers responded some extent and 23% of the consumers said highly attractive and
SOURCES OF MEDIA
TABLE-12
48
SOURCES OF MEDIA NO.OF RESPONDENTS PERCENTAGE
TELEVISION 106 53
NEWS PAPERS 44 22
HORDINGS 34 17
WALL PAINTINGS 16 8
TOTAL 200 100
CHART-12
PERCENTAGE
60
50
TELEVISION
40
NEWS PAPERS
30
HORDINGS
20
WALL PAINTINGS
10
0
S
S
N
G
S
R
IO
IN
E
IN
IS
T
P
IN
D
A
V
R
P
LE
A
O
P
S
E
H
W
LL
T
A
N
SOURCE OF MEDIA
Inference:
From the above table-11 it is clear that 53% of the consumers got awareness
through T.V, 22% through News Papers, 17% through Hoardings and the remaining 8%
TABLE-13
49
Suggestion & complaints No. of consumers percentage
Demand for mineral water 42 21
Control the price 60 30
Non-availability of products in remote areas 22 11
Giving advertisement towards rural market 12 6
Launch 200ml Maaza 64 32
TOTAL 200 100
CHART-13
35
Demand for mineral w ater
30
25 Control the price
percentage
Inference:
From the above table, 32% of the consumers suggested to launch 200ml Maaza,
30% of the consumers suggested to control the price, 21% of the consumers demanded
for mineral water, 11% of the consumers complained about the non-availability of coca-
cola products in remote areas and 6% of the consumers suggested to give advertisements
50
Out of 200 respondents, 15% of the consumers belong to the age group between
5-10 years while 25% between 11-30, 20% between 31-40 years and 5% between
41-50 years and 5 % are above 50 years. From the analysis we conclude that
Out of 200 respondents 59% of respondents are male and 41% are female.
Out of 200 respondents 92% of respondents are aware of soft drinks and 8% are
students while 31% are employees, 22% are business people and 10% of them are
others including housewives, doctors, labours etc. From the analysis we conclude
that students occupy a larger proportion among the consumers of the Coca-Cola.
With regard to the consumption of soft drinks, out of 200 respondents 31% of the
consumers prefer Maaza, 24% prefer Thumsup, 18% prefer consumers prefer
Limca. The consumers prefer Maaza because of its Mango flavor, quality and
Out of 200 respondents, 39% of the consumers take soft drinks for thrist, 33.5%
of the consumers take soft drinks as taste quencher, 17.5% of the consumers for
status purpose and 10.5% of the consumers take soft drinks for freshness. Most of
Research reveals that among the Coca-Cola soft drinks Maaza got the most
51
Out of 200 respondents, 39% of the consumers prefer 200ml, 23% prefer 300ml ,
13% prefer 500ml, 12.5% prefer 1ltr & 1 ½ ltr. Thus 200ml is the most preferred
consumers feel that 200ml is of less cost and their satisfactory level is that of
300ml.
Out of 200 respondents, 98% of the consumers have come across the
advertisement of coca–cola products while only 2% say that they didn’t come
across any such kind. This itself speaks about the effectiveness of the companies
advertisements. Almost all the consumers are aware of the advertisement of coca-
cola products.
Out of 200 respondents, 53% of the consumers came to know about the coca-cola
products only through T.V, 22 % of the consumers came to know about the coca-
cola products through news papers, 17% of the consumers came to know
Out of 200 respondents, 94% of the consumers are satisfied with the availability
of coca-cola products in all outlets while 6% of the consumers are not satisfied
Out of 200 respondents, 67% of the consumers said that ads of coca-cola products
are attractive, 26% of the consumers said that it is attractive to some extent, 23%
of the consumers said that it is highly attractive and 19% of the consumers said
52
The consumers suggested to launch 200ml SKU for Maaza and for mineral water
in pouches.
The consumers complained that some retailers are selling 200ml SKU for Rs.8
( Rs.7 + Re.1 as extra cooling charge) and in cinema theaters 300ml SKU is being
sold selling for Rs.12. This has a greater impact on consumers especially the
common man.
The consumers are lagging with availability of coca-cola products in rural areas.
It can be concluded that the coca-cola products are at high position in the market
compared to that of competitor’s, providing the wide range of products to its wide
consumer market, thus maintaining its brand image and market share.
Suggestions
53
The following suggestions are made to the company increase Company’s brand image
In summer season there is more demand for mineral water. The company can
increase its market for sales of water by introducing 200ml and 300ml pouches, so
as to get more number of consumers into its hold along with kinley water pet
bottles.
The company has to take necessary steps against the practice of selling at higher
price by some retailers and in theaters, keeping the common man in view.
The company take necessary actions for making its products available in remote
areas too.
The company should concentrate more on radio and local cable network media,
so the product does not lose the rural and urban market on account of competitor’s
should emphasize that the products are not harmful to health. Sign boards, posters
sponsor the social and cultural activities in order to build company’s image.
54
The company has to emphasize on the brands Fanta and Limca to increase its
consumption rate.
The company should give more preference to hygienic factors and overcome rusty
55
ANNEXURE
QUESTIONNAIRE
1. Name:
2. Age:
3. Sex: Male/Female
4. Occupation:
7. Suppose your favorite brand is not available in the shop .What is your
alternative choice:
56
11. Which pack size you generally prefer:
15. Your opinion towards the advertisement given in the above source of media:
Thank you
57
BIBLIOGRAPHY
MARKETING MANAGEMENT
Philip Kotler
MARKETING RESEARCH
G.C.Beri
RESEARCH METHODOLOGY
C.R.Kothari
WEBSITES
www.coca-cola.com
www.google.com
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