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INTRODUCTION

“Marketing is not a process of selling our goods to customers. It is an art of making them

buy our goods again and again.”

Marketing is a social and management process by which individuals and groups

obtain what they want and need through creating offering, exchange and transaction

products of value with them.

Marketing Management is a process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods and services to create exchange that

satisfy individual and organization goals.

Thus, marketing starts with identifying the target customers and ends with

satisfied customers. Management of all the activities between these customers is the

responsibility of the marketing managers.

Consumer Markets:

Individual and households for their personal consumption can be defined as a

consumer market.

Beverage industry is generally considered to the typical consumer goods.

Beverage industry is one of the most profitable industry in the market. Beverage

industries at present are facing boom period in India.

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Beverage industry is generally classified into:

1. Alcoholic drinks.

2. Non-alcoholic drinks.

Non-alcoholic beverages again divided into:

1. Carbonated Soft Drinks (C.S.D)

2. Fruit Juice

The soft drinks again divided into:

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

nail to establish their leadership in the market.

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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

consumer decisions. Many of these applications of consumer research are managerial in

perspective. They are designed to help a market make specific marketing decisions

concerning product, price, promotion and distribution.

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.

HOW THE CONSUMER HELPS MANUFACTURER

The consumer helps the manufacturer by formulating the policy of

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

organization of their own.

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

or alternations, which should be introduced in their products.

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

are neither satisfactory nor good value.

CONSUMER RELATIONS:

The consumer decision making with a brief consideration of relations marketing

firms have established relationship marketing programs to faster usage loyalty and a

commitment to their company’s products and services . In this way relationship

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

personal connections to the business.

Ultimately it is an advantage to develop long-term relationship with existing

consumers because it is easier and less expensive to make an additional sale to an

existing consumer than to make a new sale to a new consumer.

However, the effort involved for the firm in developing and maintaining a

consumer’s relationship must be weighted against the expected long-term benefits.

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:

Preference is a function of the difference between perceived performance and

expectations. Companies seeking to win in today's markets must track their consumers

expectations perceived Company's performance and consumer preference.

While assisting the satisfaction level a company must not conclude that it can get

a full picture of consumer satisfaction and dissatisfaction by simply running a complaint

and suggestions systems.

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

needlessly lost consumers.

Therefore the company instead of using complaints level as a measure of

consumer’s preference obtaining a direct measure of consumer satisfaction by conducting

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

study on the consumer preference of Coca-Cola Products.

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CONSUMER PROFILE

The buying process of a soft drink by a consumer is as follows. A person might be

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

availability is not essential for matching up sales.

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

of the drink depends on the individuals own awareness and reference.

MARKET SEGMENTATION

DEMOGRAPHIC:

Soft drinks are mostly consumed in the urban market. However the market can be

segmented on the basis of several demographic variables like age of consumer,

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

groups and outdoor consumption.

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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

refinement of other geographic segment.

MEDICINAL:

Certain flavors like plain soda are perceived to aid indigestion. Fruit juices are

more in demand on medicinal and health grounds.

USER STATUS:

Most consumers perceived soft drinks as athirst quencher. A small segment can

be defined based on the purpose behind the consumption.

NORMAL:

The group of consumers who use soft drinks as a thirst-quenching medium.

Select: The group of consumers who use soft drinks as a diluting medium for alcoholic

beverages. This includes soft drink being used as appetizers.

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

best alternative for beer, wine, tea or coffee etc.

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

population is potentially one of the largest consumer markets in the world.

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.

Soft drink is considered to be a non-essential product as the excise duty

levied by the government is very high and by which the bottles of a soft drink is fixed at

Rs5.00 to reach ultimate consumer.

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

bottling companies in urban as well as suburban areas.

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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

or carbon dioxide was behind the bubbles in natural mineral water.

The first marketed Soft drinks (non-carbonated) appeared in the 17th

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

drink to thirsty Parisians.

In 1767, an Englishmen created the first drinkable manmade glass of

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

manufacture limitation mineral waters" to Simons and Rundle of Charleston, South

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

Matthew's mass manufactured his apparatus for sale to others.

The drinking of either natural or artificial mineral water was considered a

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

became a popular part of American Culture.

Customers wanted to take the drinks home with them and the san drink hauling Industry

grew from the consumer demand.

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

production increased from 1,500 bottles a day to 57,000 bottles a day.

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

appear in the 1920's. The soft drink had become an American.

THE NATIONAL SCENE OF SOFT DRINK:

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

2. The Pepsi Food Pvt Ltd

3. Pure Drink Pvt Ltd

4. Bangalore soft drinks Pvt Ltd

5. MC Dowells Pvt Ltd

6. Hindustan Coca - Cola Beverages Pvt Ltd

A brief discussion on the leading soft drink companies and the market share of

their popular brands.

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

predominately agriculture one.

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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

Hindustan Coca - Cola beverages are:

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,

some for youthfulness, some as fashionable, and some as thirst quenchers.

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

developed to maintain their market share.

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

will perhaps get a good bargain.

COMPLEXITIES IN THE SOFT DRINK MARKET:

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.

B) It is a seasonal business and has sales 6 months a year.

c) The retailer by the way of chilling a bottle does value addition.

D) It is impulse so buying consumer loyalty is uncertain. If on a warm day the consumer

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

resources, while limiting business risks.

BIRTH OF REFRESHING IDEA:

John Stitch Pemberton first introduced the refreshing taste of Coca-Cola in

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.

1886, Atlanta entrepreneur Asia G. Candler had acquired complete ownership of

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

institution the world over.

COCA-COLA FIRST BOTTLED:

Coca-Cola began as a fountain product. But Candy Merchant Joseph

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

especially busy summer in 1984

In 1899, large-scale bottling became possible when Asia Candela granted

"'exclusive bottling right to Joseph. Whitehead and Benjamin fathoms Of Chattanooga,

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

around the world in 1915.

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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

products, then distribute them to more than 8 million customers.

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

registration as a trademark by the US patents & Trademark Office in 1977, an honor

awarded to only a few other packages.

In 1982, The Coca-Cola Company introduced Diet Coke to US consumers,

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,

which now encompasses a powerful line of six cola products.

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.

MISSION OF THE COCA-COLA COMPANY

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

Create consumer products, services and communications, customer's -services and

bottling system strategies, processes and tools in order to create competitive advantage

and deliver superior value to:

 Consumers, as a superior beverage experience.

 Customers, as an opportunity to grow profits through the use of finished drinks.

 Bottle's, as an opportunity to grow profits and volumes.

 The Coca-Cola Company, as a trade mark enhancement and positive economic

value added.

 Suppliers, as an opportunity to make reasonable profits while creating real value-

addition, in an environment of system - wide team work, flexible business

systems and continuous improvement.

 Coca-Cola India Associates, as superior career opportunity.

 The Indian society, in the form of a contribution to economic and social

development.

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VISION OF COCA-COLA IN INDIA

Provide exceptional strategic leadership in the Coca-Cola India systems, resulting

in consumer and customer preference and loyally, through Coca -Cola's commitment to

them, and in a highly profitable Coca-Cola corporate branded beverages system.

GUIDING PRINCIPLES OF COCA - COLA IN INDIA:

1. We will conduct ourselves and our business activities with high standards of honesty,

integrity and professionalism.

2. We will recognize the positive contributions that we make as individuals and team

members to produce our business success.

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

still them with passion, to deliver quality goods and services.

6. We will foster initiative and creativity by empowering individuals to attain well

defined objectives.

The mission is the focal point for the company. Its needs these components working

in conjunction to achieve the mission.

People are the main assets of the company they must be developed to meet the

challenges of the business environment.

Commitment - people must be committed to achieving the business goals and feel

secure in making business decisions.

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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.

Environment - We must provide the proper environment in which our employees

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 -

Cola Ltd. As Coca - Cola was launched in Ameenpur at Hyderabad

LOCATIONS:

The factory is located in Ameenpur village at Hyderabad in A.P

FUNCTIONS:

1. Bottling

2. Distribution

3. Sales

4. Marketing

5. Advertising

6. Administration

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BOTTLING:

The pearl beverage limited in haring multiple production capacity. It is having $

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

defined as an organized networks of agencies and institutions, which is an all the

activities required to link producers in order to accomplish the marketing tasks.

MARKETING:

1. Manufacturer to consumer

2. Manufacturer to retailer to consumer

3. Manufacturer to whole sale to retailer to consumer

4. Manufacturer to agent to wholesaler to retailer to consumer

5. Manufacturer to wholesaler to consumer

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ADVERTISEMENT:

Advertising and marketing departments of HCCBL looks after advertisement and

sales promotional activities for its local markets and dist rich market. The annual budget

of HCCBL on advertising and marketing is approximately Rs.72 lakhs of which Rs.48

lakhs are spent on advertising and marketing and sales promotional and Rs.24 is specially

spent on for anti coke activities.

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:

Soft drink is a typical product, which is generally purchased by consumers for

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

content of all soft drinks of similar flavors, are same.

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.

COCA - COLA AND ITS EVOLUTION:

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

50 billion dollar business.

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

the whole company for $2,300.

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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.

Robert Woodruff was an influential man in Atlanta because of his contributions

to area colleges, universities, business and organizations. When he made a contribution,

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

distributors. But he improved efficiency at every step of the manufacturing process.

Woodruff also increased productivity by improving the sales department, emphasizing

quality control, and beginning large-scale advertising and promotional campaigns.

Woodruff made coke available in every state of the union through the soda fountain. For

all of these achievements he earned the same, “The Boss".

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 coca - Cola Company.

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

revived the coca - cola theme song of the early 1970’s.

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

victory, the letter read like this (Oliver 128).

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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

to be the only way to regain the lead on the cola wars.

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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

Company is to visit the world of coke in Atlanta. It houses a collection of Memorabilia,

samples of the products, exhibits and many other exciting items

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

on consuming the world’s favorite soft drink, coca - cola.

26
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

print in the glass front. Dates: 1894 - early 1900's.

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

also the first. To have labels on them. Dates: 1905 - 1916.

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.

FIRST BOTTLER OF COCA – COLA:

In the summer of 1894, Joseph Augusts Biedenharm, a 28 year – old candy

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.

27
COCA – COLA DATES AND SLOGANS:

 1886 “Drink coca-cola”

 1904 “Delicious and refreshing”

 1922 “Thirst knows No Season”

 1927 “Around the corner from any where”

 1929 “The pause that Refreshing Thing to Do”

 1936 “It’s the Refreshing Thing To Do”

 1938 “The Best Friend Thirst Ever Had”

 1939 “Whoever you are, whatever you do, wherever you may be when you think

of refreshment think of Ice Cold Coca-Cola”

 1948 “Where there’s Coke There’s Hospitality”

 1952 “What you wants is A Coke”

 1956 “Coca-Cola makes Good Things Taste Better”

 1958 “The Cold Crisp Taste of Coke”

 1963 “Things Go Better With Coke”

 1970 “It’s The Real Thing”

 1975 “Look Up America”

 1982 “Coke Is It”

 1987 “You Can’t Beat the Real The Real Thing”

 1993 “Always Coca-Cola”

28
SLOGANS IN INDIA:

“Life hai to Aissi”

“Thanda matlab Coca-Cola”

“Jiyo Thanda Piyo Thanda”

MANUFACTURING SOFT DRINK:

MATERIAL REQUIRED:

A soft drink bottling plant requires these following raw materials:

 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

Water management process is planned in such away that the treated

29
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

agar the capping process it goes to crating for storage.

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

humans for checking bottles in place of electronic eye as the probability of

rejection by electronic eye may rise up to 85% in the present case and disrupt; the

production chain and reduce the efficiency of the plant output.

Samples are checked for every 10 minutes of production by a chemist for

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.

30
STATEMENT OF THE PROBLEM

The project is mainly focus to find out the consumer preference in purchase of

soft drinks in Hyderabad.

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

purchase coca-cola soft drinks.

31
OBJECTIVES OF THE STUDY

 To measure consumer awareness of coca-cola soft drinks.

 To find out the consumption level of coco-cola soft drinks.

 To find out the purpose of consumption.

 To find out impact of alternative brand.

 To identify the consumers preferences and the influencing factors in purchase of

coca-cola soft drinks.

32
RESEARCH METHODOLOGY

INTRODUCTION

The main objective of the study is to find out the overall preferences of

consumer towards purchases of coca-cola soft drinks in Hyderabad.

The method used for present study was survey method using structured and pre

designed questionnaires. In this method the information is gathered mainly through

personal interviews. The survey consists of gathering data by interviewing a limited

number of respondents. The sample is selected from a large group on convenience basis.

The uses of survey method are:

1. To gather facts from respondents.

2. To report the opinion of the respondents.

3. To probe interpretation that gives various matters.

33
METHODOLOGY

RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring

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.

Research design was aimed at relevant information. It was conceptual structured

with in which research was conducted.

THE MAIN SOURCES OF DATA

There are two types of data

• primary data

This consists of original information, which is collected first hand. It is obtained

direct with consumers concerned through market research. It can be collected in

following ways

o Observation

o Focus group

o Survey

• secondary data

34
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

public and libraries to government business and publications.

Sample:

A part of population, which is provided by some process on other. Usually by

deliberated selection with the object of investigation the properties of the parent

population set. Non-probability sampling method is in deterministic method where the

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:

It is a procedure required from defining a population to the actual selection of the

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:

The sample size for the study is 200 consumers.

Area of study:

35
Area of the study for the researcher work is Hyderabad..

SCOPE OF THE STUDY

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

on growth and development so as to withstand the healthy competition in the potential

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

general consumers by a personal interview.

36
LIMITATIONS OF THE STUDY

1. It is difficult to make a survey over entire India. So that researcher has confined to

a particular area.

2. There is a chance for bias in the information given by the respondents.

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

busy in their work.

5. The duration of the study was restricted to time limit of weeks.

37
AGE GROUP OF CONSUMERS

TABLE-1

AGE NO.OF RESPONDENTS PERCENTAGE


5-10 30 15
11-20 50 25
21-30 50 25
31-40 40 20
41-50 20 10
50 ABOVE 10 5

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

11-30 years highly consume soft drinks.

38
SEX-WISE CONSUMPTION

TABLE-2

SEX NO.OF RESPONDENTS PERCENTAGE


MALE 118 59
FEMALE 82 41
TOTAL 200 100

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

drinks are male and 41% of the respondents are female.

39
OCCUPATION OF CONSUMERS

TABLE-3

OCCUPATION NO.OF RESPONDENTS PERCENTAGE


STUDENTS 74 37
EMPLOYEES 62 31
BUSINESS 44 22
OTHERS 20 10
TOTAL 200 100

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

housewives, doctors, labours etc.

AWARENESS OF SOFT DRINK

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

drinks and remaining 8% are not aware of soft drinks.

CONSUMPTION OF SOFT DRINK

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

THUMSUP SPRITE COCA-COLA MAAZA LIMCA FANTA

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%

followed by Thums up.

PURPOSE OF HAVING SOFT DRINKS

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

consumers take soft drinks for status purpose.

It depicts that the consumers highly responded for thirst 39.5% and followed by

taste 33.5% and 17.5% people take for status purpose.

ALTERNATIVE BRAND

43
TABLE-7

BRAND NO.OF RESPONDENTS PERCENTAGE


THUMS UP 38 19
SPRITE 35 17.5
COCA-COLA 32 16
MAAZA 48 24
LIMCA 22 11
FANTA 25 12.5
TOTAL 200 100

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.

PREFERENCE FOR QUANTITY

44
TABLE-8

QUANTITY NO.OF RESPONDENTS PREFERNCE


200ml 78 39
300ml 46 23
500ml 26 13
1Ltr 25 12.5
11/2 Ltr 25 12.5
TOTAL 200 100

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

responded for 1ltr & 11/2 ltr bottles.

FACTORS INFLUENCING TO PREFER BRAND

45
TABLE-9

FACTORS NO.OF RESPONDENTS PERCENTAGE


TASTE 87 43.5
BRAND IMAGE 34 17
ADVERTISEMENT 56 28
OFFERS & OTHERS 23 11.5
TOTAL 200 100

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

influenced by Advertisement, Offers and Others influences 11.5% of the respondents.

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

11.5% of the consumers responded for Offers & Others.

CONSUMERS SATISFACTION ON AVAILABILITY

46
TABLE- 10

OPINION NO.OF RESPONDENTS PERCENTAGE


YES 188 94
NO 12 6
TOTAL 200 100

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.

OPINION TOWARDSTHE ADVERTISEMENT OF COCA-COLA

47
TABLE-11

OPINION NO.OF RESPONDENTS PERCENTAGE


HIGHLY 46 23
ATTRACTIVE
ATTRACTIVE 64 32
SOME EXTENT 52 26
NOT ATTRACTIVE 38 19
TOTAL 200 100

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

advertisement as highly attractive, followed by 32% of the consumers opined it as attractive,

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

19% of the consumers are not attractive towards coca-cola advertisement.

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%

through Wall papers.

SUGGESTIONS AND COMPLAINTS BY THE CONSUMERS

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

20 Non-availability of products in remote


areas
15
Giving advertisement tow ards rural
10 market
Launch 200ml Maaza
5
0
suggestions & com plaints

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

towards rural market.

Findings of the study

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

teenagers and adults are potential consumers for Coca-Cola products.

 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

not aware of soft drinks.

 Out of 200 respondents 37% of the consumers belong to the occupation of

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

Coca-Cola, 7% of the consumers prefer Fanta and 6% of the consumers prefer

Limca. The consumers prefer Maaza because of its Mango flavor, quality and

tastiness of the product.

 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

the consumers take soft drinks for thrist.

 Research reveals that among the Coca-Cola soft drinks Maaza got the most

alternative brand followed by Thumsup, Sprite, Fanta, Limca.

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

quantity among the different quantities of coca-cola products. Because, the

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

hoardings and 8% of the consumers through wall paintings.

 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

because 8% of the consumers are from remote areas.

 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

that it is not attractive.

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

and market share.

 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 can introduce soft drinks in various fruit flavors.

 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

aggressive campaign and market gimmicks. The advertisements of the company

should emphasize that the products are not harmful to health. Sign boards, posters

and wall paintings of coca-cola brands should be increased. Company should

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

crowns and faded labeling.

 The company should introduce 200ml SKU for Maaza.

55
ANNEXURE
QUESTIONNAIRE

1. Name:
2. Age:

a)5-10 b)11-20 c)21-30 d)31-40 e)41-50 f)50 Above

3. Sex: Male/Female

4. Occupation:

a) Student b) Business c) Employee d) House Wife e) Others

5. Are You Aware Of Soft Drinks: Yes/No

6. Which is your favorite brand in COCA-COLA:

a)Thums Up b)Sprite c)Coca-Cola d)Maaza e)Limca f)Fanta.

7. Suppose your favorite brand is not available in the shop .What is your

alternative choice:

a) Thums up b)Sprite c) Coca cola d) Maaza

8. Purpose of drinking soft drinks:

a) Taste b) Thirst c) Freshness d) Status.

9. How often do you consume soft drinks:

a) Occasionally b) Regularly c) Rarely

10. Please rank the factors which influence to prefer:

a) Taste b) Advertisement c) Brand image d) Offers & others

56
11. Which pack size you generally prefer:

a)200ml b)300ml c)500ml d)1 lt

12. Are you satisfied with availability of Coca-Cola brands: Yes/No

13. Have you come across the advertisement of Coca-Cola: Yes/No

14. Source of awareness is:

a)T.V b)News Paper c)Wall Painting d)Hording

15. Your opinion towards the advertisement given in the above source of media:

a)Highly Attractive b) Attractive c)Ok d)Bad

.16. Please give any suggestion:

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

58

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