Chapter-1

INTRODUCTION

Soft Drinks in India

Euro monitor International's Soft Drinks in India market report offers a comprehensive
guide to the size and shape of the market at a national level. It provides the latest retail
sales data, allowing you to identify the sectors driving growth. It identifies the leading
companies, the leading brands and offers strategic analysis of key factors influencing the
market - be they new product developments, packaging innovations, economic/lifestyle
influences, distribution or pricing issues. Forecasts illustrate how the market is set to
change.

Robust growth continues

The soft drinks industry continued on its path to recovery from the low growth seen
between 2005 and 2006, with higher volume growth in 2008 than that seen in 2007. The
mature sectors of bottled water, fruit/vegetable juice and carbonates saw a dynamic year,
with companies refreshing their products’ brand image and packaging to attract new
consumers. Emerging product categories, such as energy drinks and reconstituted 100%
juice, saw high double-digit growth rates, as companies increased their products’
penetration in India. Off-trade volume growth was slightly higher than on-trade volume

1
growth, as convenient on-the-go packaging, company sponsored chillers in kiranas and
attractive supermarket displays fuelled off-trade sales across the market.

With the industry back on the upward growth curve, companies refreshed their brands by
introducing new and more premium packaging designs, pack sizes and communication
campaigns. In 2008, bottled water was especially dynamic, with all the major national
brands following the cue of Bisleri’s rebranding in late 2007. Carbonates and juice drinks
were also reinvigorated with new pack sizes that targeted on-the-go consumption by
young adults. With “naturally healthy” becoming a key focus for consumers and
manufacturers, fruit/vegetable drinks companies focused their efforts on highlighting
their products’ fresh fruit content and health attributes. Companies put in motion plans to
extend their product portfolios to emerging categories such as 100% juice, energy drinks
and flavored water.

Domestic players thrive

The multinationals Coca-Cola India and PepsiCo India Holdings saw their off-trade value
shares of soft drinks in India decline over the review period, as other national and
regional players updated their brand portfolios and increased the penetration of their
brands in India. Bottled water players, such as Parle Bisleri and Dhariwal Industries, were
particularly successful in expanding their consumer base through a concerted effort to
increase their manufacturing capacity and move to newer regions within India. Dabur
India and Parle Agro benefited from their first mover advantage in being present in high-
growth emerging product categories, such as 100% juice and other non-cola carbonates.

2
Modern retailing thrives alongside kiranas

With companies increasing their spend on below-the-line marketing activities, the

ubiquitous kiranas were the beneficiaries of efforts such as branded glass door
refrigerators, regional language banners and displays, and the roll-out of on-the-go
packaging for carbonates and juice drinks. Supermarkets, which are still something of a
novelty in many small cities, continued to attract a combination of regular grocery
shoppers and young impulse buyers. Bundling and discount promotions for
fruit/vegetable juice and concentrates drove product sampling in supermarkets. Emerging
categories, such as energy drinks and RTD tea, received a boost from impulse buyers in
supermarkets, while attractive displays and imported products in up market shopping
centre introduced consumers to new products, such as sports drinks and flavored water.

Double-digit growth expected

With rising consumer affluence and companies tailoring their product designs and
marketing specifically to target the young adult population group, the trend of robust
double-digit annual volume growth is expected to continue over the forecast period. The
foray of leading national players into emerging categories, such as energy drinks and
100% juice will help sustain high growth rates in the future. Competition from the
unorganized sector is expected to decline over the forecast period, as the national players
make a concerted effort to educate consumers about the health benefits of packaged
drinks, and move into markets such as bulk bottled water, which are currently dominated
by the unorganized sector.

Chapter-2

3
 Company Profile

History

Coca-cola originated in Atlanta, Georgia, on May 8, 1886. Pharmacist Dr. J.S.Pemberton

stirred up a fragment caramel colored syrup in a three – legged brass kettle in his
backyard and carried a jug of his formulation down the street to Jacob’s pharmacy. That
same day, the new product made its debut as a soda fountain drink for five cents a glass,
when carbonated water was mixed with the new syrup, refreshment history was made!
Thinking that two C’s would look well in advertisement Dr. Pemberton suggested the
name & calligraphic the famous trademark in a unique script.
On May 29th 1886, the first newspaper advertisement appeared in the Atlanta Journal
which proclaimed Coca-cola was delicious and refreshing & the theme continues to echo
today.
Following the death of Dr. J.S.Pembeston in 1888, all his remaining rights to the product
were purchased by G.Candler, a druggist & Atlanta Businessman. Mr. Candler
recognized great potential in Coca-cola & went on to acquire compete control for 2300 in
1891.
As Candler’s strategy was to make Coca-cola available every where & to trigger desire as
often & in as many ways possible. This strategy is still used today.
United States patent officer on January 31st 1893, and has been renewed periodically.
That same year, the first dividend was paid to the shareholders.
Non-alcoholic soft drink beverage market can be divided in to fruit drinks & soft drinks.
Soft drinks can be further divided into carbonated & non-carbonated drinks. Coca, lemon
& oranges are carbonated drinks, while mango drinks come under non-carbonated
category. The soft drinks market till early 1990’s was in hands of domestic players like
Campa, Thumbs up, Limca etc. But with opening up of economy & coming of MNC
players Pepsi & Coke the market has come totally under their control, while worldwide
Coke is leader in carbonated drinks market in India. It is Pepsi which scores one coke but
this difference is fast decreasing (Courtesy huge ad-spending by both the players).
Soft drinks are available in glass bottles, aluminum cans & PET bottles for home
consumption.

4
Know About their Global Bottling System

Today, our products reach consumers and customers around the world through a vast
distribution network made up of local bottling companies. These bottlers are located
around the world, and most are independent businesses. Using syrups, concentrates and
beverage bases produced by The Coca-Cola Company, our global bottling system
packages and markets products, then distributes them to more than 14 million retail
outlets worldwide.

The Coca-cola is committed to assisting its bottlers with the functions of an efficient
bottling operation and initiating quality systems to ensure the highest quality products for
our consumers.

Coca-cola :- One of the Worlds Largest Beverage Company

The coca-cola company exists to benefit, refresh everyone it touches, for more than
century they have been fulfilling this promise.
Since its beginning in spirit of 1886, Coca-cola has grown to become the most recognized
trademark in history. Operating in more than 195 countries worldwide, Coke is the most
popular beverage on earth & is enjoyed over 773,000,000 times daily.
The Coca-cola is the worldwide leading manufactures, marketer & distributor of non -
alcoholic beverage concentrates & syrups, with world headquarters in Atlanta, Georgia.
The Co’s & its subsidiaries enjoy nearly 31000 people around the world. Syrups,
concentrates & beverages bases for Coke. The Coke flagship brand & over 230 other
company soft drink brands are manufactured & sold by the Coca Cola Co’s & its
subsidiaries in nearly 200 countries around world.

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While much of the world has changed since 1886, with the old giving way to the new at
almost daily strokes, what has withstood the test and taste of time, binding the young and
old to enjoy their moments of simple pleasure and eternal joy is the magic of Coke. And
this year, consumers the world over will reach for products of The Coca-Cola Company
more than a billion times every single day. It is one of the world’s largest beverage
company, which has come a long way since its modest beginnings more than a century
ago...

Coke Advertisements: - It’s the Real Thing

Advertising has played an important role in the success of our products since our first
newspaper ad in 1886, which read, "Coke” Delicious! Refreshing! Exhilarating!
Invigorating!" The Company uses advertising to trigger desire as often and in as many
ways as possible. Throughout the years, slogans for Coke have always been memorable.
Here are some highlights:

2000 - COCA-COLA ENJOY

1993 - ALWAYS COCA-COLA
1990 - CAN’T BEAT THE REAL THING
1989 - CAN’T BEAT THE FEELING
1986 - RED, WHITE AND YOU
1982 - COKE IS IT
1976 - COKE ADDS LIFE
1971 - I’D LIKE TO BUY THE WORLD A COKE
1969 - ITS THE REAL THING
1963 - THINGS GO BETTER WITH COKE
1959 - BE REALLY REFRESHED
1944 - GLOBAL HIGH SIGN

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1942 - ITS THE REAL THING
1936 - ITS THE REFRESHING THING TO DO
1922 - THE PAUSE THAT REFRESHES

Fresh, creative and tasteful, advertising images for Coca-Cola have always set a high
standard of quality for other products around the world. The Company recognizes that
Coca-Cola belongs to the billions of consumers in every corner of the globe who have
chosen it as their favorite soft drink. Their advertising reflects that special relationship
between consumers and the simple moments of pleasure they have come to associate with
Coca-Cola.

Quality is their Highest Business Objective:-

The ultimate objective of our business strategy is to increase volume, expand our share of
worldwide non-alcoholic ready to drink beverages sales, maximize our long term cash
flows & create economic value added by improving economic profit.

The Coke system has more than 16 million customers around the world that sell or serve
our products directly to consumers. We keenly focus on enhancing value for these
customers & helping them grow their beverages businesses. We strive to understand each
customer’s business & needs, weather that customer is a sophisticated retailer in a
developed market or a kiosk owner in an emerging market.

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

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Strong cash flow position, which can be derived from consistent performance and lower
investment requirements of average earnings per share growth of approximately 154.
Over the long term capital expenditure will be stable to declining from historical trends
over the next 5 years, as the investments in the bottling side of the business will be
reduced. Maintain the net debt to net capital ratios that have been shown historically.

The Coke exists to benefit and refresh everyone it touches. Quality is more than just
something we taste or see or measure. It shows in our every action. They relentlessly
strive to exceed the world's ever-changing expectations because keeping the Quality
promise in the marketplace is their highest business objective and their enduring
obligation.

According to Coke , most of the Consumers across the globe choose their brand of
refreshment more than a billion times everyday because coke is:

 The Symbol of Quality

 Customer and Consumer Satisfaction
 A Responsible Citizen of the World

Chapter-3
Coca cola products

8
Soft drinks

Our dozens of soft drink brands provide flavor and refreshment in a variety of choices.
From the original Coca-Cola to most recent introductions, soft drinks from The Coca-
Cola Company are both icons and innovators in the beverage industry.

Brand Name: - COCA-COLA

Drink Type: - SOFT DRINKS

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

Available in the following flavors: Cola, Cola Green Tea, Cola Lemon, Cola Lemon
Lime, Cola Lime, Cola Orange and Cola Raspberry.

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10
 Chapter-4

CUSTOMER SATISFACTION

DEFINITION OF CUSTOMER

Customer is a value - maximizer, within the bounds of search costs and limited
knowledge, mobility, income and form an expectation of value and act upon it. Whether

11
or not the offer lives up to the value expectation affects both satisfaction and repurchase
probability.

Gandhi's definition of customer can be given as –

1) A customer is not an outsider to our business. He is definite apart of it. A customer is
not an interruption of our work. He is the
main purpose of it.
2) A customer is doing us a favor by letting us serve him. We are not doing any favor.
3) A customer is not a cold statistic; he is a flesh & blood human being with feelings and
emotions like our own.
4) A customer is not someone to argue or match wits with. He deserves courteous and
attentive treatment.
5) A customer is not dependent on us. We are dependent on him.
6) A customer brings us his wants. It is our job to handle them properly and profitably-
both to him and us.

DEFINING CUSTOMER VALUE AND SATISFACTION:-

Customer Value:-Customers will buy from the firm that they see as offering the highest
perceived value.
Customer perceived value (CPV) is the difference between the prospective customer’s
evaluation of all the benefits and all the costs of an offering and the perceived
alternatives. The customer delivered value has two components –total customer value and
total customer cost.

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Total Customer Value is the perceived monetary value of the bundle of economic,
functional, and psychological benefits customers expect from a given market offering.
Total Customer Cost is the bundle of costs customers expect to incur in evaluating,
obtaining, using, and disposing of the given market offering.

Customer satisfaction: The provision of goods or services which fulfill the customer's
expectations in terms of quality and service

Customer Satisfaction:-

Customer satisfaction is more a function of how closely your customers' experiences with
your business conform to their expectation."

Customer means that the customer's needs are met, products and services are satisfactory
and customer experience is positive.

Kotler (1997) defines customer satisfaction as follows- "satisfaction is a persons feeling

of pleasure or disappointment resulting from comparing a product is perceived
performance (or outcome) in relation to his or her expectations." It portrayed the idea of
measuring how satisfied customers are with the organization's efforts in a market place.
Customer satisfaction measures the following variables:

1) product
2) service
3) relationship
4) price
5) convenience
6) brand image
7) brand association
8) total customer experience

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Some more definitions of Customer satisfaction can be given as:-

Customer satisfaction: The provision of goods or services which fulfill the customer's
expectations in terms of quality and service

Customer satisfaction: - A state that results when an exchange meets the needs and
expectations of the buyer.

Customer Satisfaction: - Retailers know that satisfied customers are loyal customers.
Consequently, retailers must develop strategies intended to build relationships that result
in customers returning to make more purchases.

Customer satisfaction: - The degree to which there is match between the customer's
expectations of the product and the actual performance of the product.

Customer Satisfaction= [customer experience-customer expectation]

Customer Satisfaction > 0. It enhance the customers LMV

Customer Satisfaction <0 Customer attrition are more frequent result in fall in LMV

Now what is LMV?

LMV: Every customer is an assets and has a economic life time market value (LMV).a
customer life time value can be determined by using the following formulae-

LMV= [average customer transaction amount*number of transactions he or she will

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conduct with the organization over time]

It is combination of high value spending efforts and resources to acquire, upgrade and
retain that customers. It is the high loyalty that will entails marketer to enjoy a long term
relationship.

Customer Expectations

The buyers form their expectations from past buying experience, friends’ and associates’
advice and marketers and competitors information and promises.

If marketers raise expectations too high, the buyer is likely to be disappointed. However,
if the company sets expectations too low, it won’t attract enough buyers (although it will
satisfy those who do buy).

Some of today’s most successful companies are raising expectations and delivering
performance to match. These companies are aiming for TCS- Total Customer
Satisfaction.

Delivering High Customer Value

The key to generating high customer loyalty is to deliver high customer value. According
to Michael Lanning, in his Delivering Profitable Value, a company must design a
competitively superior value proposition aimed at a specific market segment, backed by a
superior value delivery system.

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The value proposition consists of the whole cluster of benefits the company promises to
deliver, it is more than the core positioning of the offering. Basically, the value
proposition is a statement about the resulting experience customers will gain from the
company’s market offering and from their relationship with the supplier. The value-
delivery system includes all the experiences the customer will have on the way to
obtaining and using the offering.

In a hypercompetitive environment with increasingly rational buyers, companies can only

win by creating and delivering superior value; creating customer value; delivering
customer value; capturing customer value; and sustaining customer value. To succeed, a
company needs to use the concepts of a value chain and a value delivery network.

Value Chain

Michael Porter of Harvard proposed the value chain as a tool for identifying ways to
create more customer value. Every firm is a synthesis of activities that are performed to
design, produce, and market, deliver and support its product. These nine value-creating
activities consist of five primary activities and four support activities.

The primary activities represent the sequence of bringing materials into the business
(inbound logistics), converting them into final products (operations), shipping out final
products (outbound logistics), marketing them (marketing and sales), and servicing them
(service).

The support activities- procurement of, technology development, human resource

management, and firm infrastructure are handled in certain specialized departments.

16
 Firm infrastructure

Support
Human Resource Management
Activities Technology Development
Procurement

Marketing
Inbound Outbound And Service
Logistics Operations Logistics Sales

Primary activities

The Generic Value Chain

The core business processes include:-

 The market sensing process: All the activities involved in gathering market
intelligence, disseminating it within the organization, and acting on the
information.

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  The new offering realization process: All the activities involved in researching,
developing, and launching new high quality offerings quickly and within the
budget.

 The customer acquisition process: All the activities involved in defining target
markets and prospects for new customers.

 The customer relationship management process: All the activities involved in

building deeper understanding, relationship, and offerings to individual
customers.

 The fulfillment management process: All the activities involved in receiving

and approving orders, shipping the goods on time, and collecting payment.

Strong companies develop superior capabilities in managing their core processes. For
example, Wal-Mart has superior strength in its stock replenishment process.

Customer Relationship Management –

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Definition:

Customer Relationship Management (CRM) is a business strategy to identify, cultivate,

and maintain long-term profitable customer relationships. It requires developing a method
to select your most profitable customer relationships (or those with the most potential)
and working to provide those customers with service that exceeds their expectations.

There are many different facets of CRM for every business:

• Identifying qualified leads and gaining new customers

• Closing sales more effectively and efficiently
• Allowing customers to perform business transactions quickly and easily
• Providing service and support following a sale

Customer Relationship Management (CRM) refers to the methodologies and tools that
help businesses manage customer relationships in an organized way.

For small businesses, customer relationship management includes:

- CRM processes that help identify and target their best customers, generate quality sales
leads, and plan and implement marketing campaigns with clear goals and objectives;

- CRM processes that help form individualized relationships with customers (to improve
customer satisfaction) and provide the highest level of customer service to the most
profitable customers;

- CRM processes that provide employees with the information they need to know their
customers' wants and needs, and build relationships between the company and its
customers.

Customer relationship management tools include software and browser-based

applications that collect and organize information about customers. For instance, as part
of their CRM strategy, a business might use a database of customer information to help

19
construct a customer satisfaction survey, or decide which new product their customers
might be interested in.

Also Known As: CRM; sometimes called customer service management.

Getting the hype out of Customer Relationship Management

Summary: Key to stability in today's dynamic marketplace is in forging long-term

relationships with customers. Technology is changing at such a fast pace today that by
just offering a service

Or a product a business won’t be at an advantage for too long. A customer-facing

business is one in which the customer can demand and receive what he wants.

The Customer is not new, Relations are as old as a buyer and a seller and so is
Management.
The concepts of CRM have existed since the concept of buying and selling came into
being.
Then, what is creating waves in today's CRM industry? Is that small electronic 'e'
changing the trend?

CRM is considered to be a software tool and a technology solution in this Information

Technology industry. In fact CRM is a strategy towards achieving a holistic view of any
partner engagement. CRM, which is a combination of marketing and business processes,
is the basic understanding of customers and how organizations measure them. The mantra
behind CRM is
Catering to customized needs "centrally".

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As defined by the "gurus" of CRM - Customer Relationship Management is a business
strategy to select and manage the most valuable customer relationships. CRM requires
customer-centric
Business philosophy and culture to support effective marketing, sales and service
processes. CRM software applications can enable effective customer relationship
management, provided that an
Enterprise has the right leadership, strategy and culture.

Why CRM?
Keeping in mind the pace at which technology is changing today, any company which is
a step ahead of others because of some web product or service will not be able to hold on
to that advantage for long. The key to stability in today's dynamic market place is forging
long-term relationships with the customers.

Customers can be divided into three zones:

1. Zone of defection where customers are extremely hostile and have the lowest level of
Satisfaction.
2. Zone of indifference where customers are not sure. They have a medium level of
satisfaction and loyalty towards the company.
3. The third level of customers is in the zone of affection described as "Apostles".
CRM focuses on bringing customers from level 1 to level 3 and retaining apostle
customers.
Customer demands for customization are increasing with every passing day. This has
made companies shift their focus from "mass production" to "mass customization". The
present scenario of companies using "poorly implemented" multi channel strategies for
living up to the expectations of customers is bringing both customer satisfaction and
customer loyalty down the Ladder.

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Take the example of a small enterprise. Here hard work reaps high quality service and
over the years develops a database of loyal customers. In this enterprise computers are
optional. Then why
Is the CRM industry attracting investments of millions and billions of dollars? The reason
is simple. The concept of "Seller's Customer" has just rotated 180 degrees to become
“seller’s customer”. This simply states that, now the customer is more powerful than the
seller. Options for customers have increased with the cycle of innovation-to-production-
to-obsolescence gaining Momentum. On the other hand companies are finding it difficult
to differentiate themselves in the marketplace. These factors are pushing companies into
taking a closer look at their customer Relationships.
Today any company can copy products or services offered by other companies. If the new
entrant adds features like less order turn around time and direct communication then
established players are bound to have sleepless nights. Organizations that implement
CRM and turn their business into e-businesses will find their competitors' customers
ready to welcome them with a "smile".
According to a study by IT consulting firm Aberdeen - "The winners in this new
economy will be those companies that can effectively leverage the Internet to redesign,
automate and integrate all business operations."
Organizing business to satisfy customer demands organizes / simplifies internal
functioning of the organization. Implementing CRM brings to the front the "pits" that the
organization had dug over the years, passing work from one pit to another. Workflows
are reduced, cycle times become shorter, information flow of non-productive things gets
eliminated and the most important thing -"Pits" get covered automatically with all the
positive features. Compact sized organizations get into a position of making more money.
This in turn enables them to please more customers.

Chapter-5
Marketing Research:-

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It is a function that links the consumer, customer & public to the marketer through
information. It is used to identify & define marketing opportunities & problems; to
generate, refine & evaluate marketing actions; to monitor marketing performance & to
improve understanding of marketing process.

Marketing researchers engage in wide varieties of activities, ranging from market

potential & market share study, to assessment of customer satisfaction & purchase
behavior, to study pricing, product, distribution & promotion activities.

A company can conduct marketing research in its own research department or have some
or all of it’s done outside. Whether a company uses outside firms depends on its own
research skills & resources. Although most large companies have their own market
research department, they often use outside firms to do special research task or special
studies. A company with no research department has to but the services of research firms.

The Value of Information

Information can be useful, but what determines its real value to the organization? In
general, the value of information is determined by:

• The ability and willingness to act on the information.

• The accuracy of the information.
• The level of indecisiveness that would exist without the information.
• The amount of variation in the possible results.
• The level of risk aversion.
• The reaction of competitors to any decision improved by the information.
• The cost of the information in terms of time and money.

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Marketing Research Process:-

The market research process consist of 4 steps:-Defining the problem & Research
objective, developing the research plan, Implementing the research plan & Interpreting &
Reporting the findings.

Defining the problem & Research

objective

Developing the Research plan for

collecting the information

Implementing the Research plan –

Collecting & Analyzing data

Interpreting & reporting the findings

Rationale of the research

This project is related with all the core activities of a marketing person when he/she tries
to analyze that whether customers are really satisfied with the product or whether they

24
wants some changes as per their needs and requirements. As customers are considered as
the king of the market, a marketer needs to identify the need of a customer and offer the
product accordingly. While much of the world is changing rapidly, with the old giving
way to the new at almost daily strokes, whether Coke has withstood the test and taste of
time, binding the young and old to enjoy their moments of simple pleasure and eternal
joy.

o As coke is one of the largest used beverage, it will make us clear that whether the
customers are really satisfied with the product or not and what kind of customer
relationship does company prefer with its customers.

o This project will help us to understand the organization holistically. Like what the
organization all about and what are it’s divisions and how does it operate its
functions?

o With the help of this project we will be able to draw the clear cut picture of
consumerism.

o Lastly our area of interest in Business Research & Marketing Management is

“Customer Satisfaction” & “Customer Relationship” issues, which draws us to
choose this project.

Chapter-6
Research Objective:-

25
The objective of the study is to analyze the effectiveness network of Hindustan Coca
Cola Limited & areas of Improvement.

In order to achieve the objective, the study is spread over few specific topics likewise:-

 The first and foremost objective is to see whether customers are really satisfied
with the coke.

 To analyze that whether it is safe to drink for small kids and whether the product
is pesticide & chemical free.

 To check whether it contribute to a strong and resolute India with the heightened
awareness enabling the common man to better his/her life.

 To study that whether coke is committed to preserve, protect and enhance the
environment.

 To study the present purchase behavior of the consumer by knowing who

influences their behavior & what is current consumption rate.

 To scale consumers attitude towards present brand by evaluating how satisfied /

dissatisfied they are with present one.

 Taste & preferences of consumers.

Chapter-7
Research Methodology

26
In this report description research method is considered, which is to collect data from
extensive market surveys. Going directly to the market & asking customers and
consumers about their beliefs & attitudes about the company and it’s brand, their
experiences with the company, their interest in getting directly linked with the company.

Asking for the delightment, if any, they have received from the company or if they have
any dissatisfaction and misconception about the company and clearing their doubts
henceforth.

Hence this method of direct interaction with the customer group & the success of this
method depend up on the accuracy of the information recorded by the surveyor.

The findings of this study are based on the survey conducted by us at all the embassies
and restaurants of Central Delhi.

Research Design:-

The design which indicates the method of research i.e. Method of information gathering
research instrument used.

Data Collection:-

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The data collection is a long & comprehensive process & requires systematic collection
of data about some groups of people or object, the quality of the data will greatly effect
the conclusion and hence utmost importance must be given to this process and every
possible precaution should be taken while gathering the data and assembling the facts.
Any research employed is a mixture of primary and secondary data.

Primary Data Collection:-

The Primary data was collected through both participative & non-participative methods-
the technique instruments, which were used are:-

 Questionnaire
 Personal Interview method is used so that consumers can talk about their
problems freely
 Direct Personal Observation

Types of Research:-

The study has been descriptive in nature which includes surveys & fact finding enquiries
of different kinds. The major purpose of this study is the description of the affairs as it
exists at present.
There has been less control over variables. The things reported in project report include
only that which has actually happened & what are happening. The methods of study
include comparative & correlation.

28
Research Instruments:-

Questionnaire is one of the instruments used for survey. Questionnaire consist of set of
questions presented o respondents for their answers. There are two sets of questionnaires
used & they are:-

Questionnaire consists both the open ended questions that allow respondents to answer in
their own words and also closed ended questions that pre specify all the answers.

Sampling Method:-

The method of sampling adopted for research is convenience sampling.

Convenience sampling is one chosen purely for expedience i.e. items are selected because
they are easy & cheap to find & measure. This sampling method help understand the
range of variability of response on the subject area.

Sampling Size :-

We have taken the sample size of 50 people for the research purpose.

Chapter-8
DATA ANALYSIS

29
Q-1 Have you ever tasted coke?

100%
90%
80%
70%
60%
50% Male
40% Female
30%
20%
10%
0%
Yes No

88% of the male and 97% of the female candidate said that they have tasted coke.
Remaining 12% of the male and 3% of the female candidate replied negatively.

Q-2 How frequently do you consume coke in a week?

30
 70%
60%
50%

percentag 40%
e Male
30%
Female
20%
10%
0%
0-2 3-5 more
times times than 5

20% of male and 30% of female consumes coke 0-2 times in a week.
65% of the male and 45% of female candidate consumes coke 3-5 times a week.
15% of the male and 25% of female candidate consumes coke more than 5 times a week.

Q-3 How will you rate the product?

31
 50%

40%

30%
Male
20% Female

10%

0%
Excellent Good Average Bad

________________________________________________

5% of the male and 11% of the female candidate rate the product as excellent.
42% of the male and 50% of the female candidate rate the product as good.
42% of the male and 33% of the female candidate rate the product as average.
11% of the male and 6% of the female candidate rate the product as bad.

32
Q-4 what do you consider the most while choosing the cold drink?

70%

60%

50%

40%

30%

20%

10%

0%
Brand Taste Others

Male Female

38% Male and 28% Female considers Brand name while choosing the cold drink.
33% Male and 61% Female considers Taste while choosing the cold drink.
8% Male and 0% Female considers other while choosing the cold drink.

Q-5 In your opinion, what should be the normal size of the cold drink?

33
 50%
45%
40%
35%
30%
25% Male
20% Female
15%
10%
5%
0%
200 ml 250 ml 300 ml
________________________________________________

According to 42% of Male and 22% of Female, the normal size of the cold drink should
be 200 ml.
According to13% Male and 28% Female, the normal size of the cold drink should be 250
ml.
According to 45% Male and 50% Female, the normal size of the cold drink should be 300
ml.

Q-6 In your opinion, what should be the reasonable price of the cold drink?

34
 45%
40%
35%
30%
25%
Male
20%
Female
15%
10%
5%
0%
6 Rs 7 Rs 8 Rs 9Rs 10rs

________________________________________________

According to 25% Male and 22% Female, the reasonable price of the cold drink should
be 6 Rs.
According to 13% Male and 34% Female, the reasonable price of the cold drink should
be 7 Rs.
According to 17% Male and 16% Female, the reasonable price of the cold drink should
be 8 Rs.
According to 45% Male and 28% Female, the reasonable price of the cold drink should
be 10 Rs.
According to 0% Male and 0% Female, the reasonable price of the cold drink should be 9
Rs.

Q-7 Are you satisfied with the product?

35
 80%
70%
60%
50%
40% Male
Female
30%
20%
10%
0%
Yes No Can't say
________________________________________________

50% of the male and 77% of the female said that they were satisfied with the product.
29% of the male and 11% of the female said that they were not satisfied with the product.
21% of the male and 22% of the female said that they can’t tell whether they are satisfied
or not with the product.

36
Q-8 Do you feel any difference between coke& other substitutes available in the market
such as Pepsi, dew etc.?

70%

60%

50%

40%
Male
30% Female
20%

10%

0%
Yes No Indifferent

63% of the male and 67% of the female said that they were able to feel difference
between coke and other substitutes.
16% of the male and 11% of the female said that they were not able to feel difference
between coke and other substitutes.
21% of the male and 22% of the female said that they were indifferent between coke and
other substitutes.

37
Q-9 Are you affected by the contradictory statements like “soft drinks contain pesticides
and chemicals”?

80%
70%
60%
50%
40%
Male
30% Female
20%
10%
0%
Strongly Partially Not
Affected

25% of the male and 0% of the female candidate said that they were affected by various
contradictory statements relating to level of chemicals in cold drink.
33% of the male and 77% of the female candidate said that they were partially affected
by various contradictory statements relating to level of chemicals in cold drink.
42% of the male and 23% of the female candidate said that they were not affected by
various contradictory statements relating to level of chemicals in cold drink.

Q-10 Do you consider that product is safe for your health?

38
 60%

50%

40%

30% Male
Female
20%

10%

0%
Yes No Can't Say
21% of the male and 22% of the female considered the product to be safe for health.
42% of the male and 56% of the female considered the product to be hazardous for
health.
37% of the male and 22% of the female can’t tell whether the product is
safe for health or not.

Chapter-9
SWOT ANALYSIS:-

39
Strengths:-
 Superior market logistics makes coke penetration in market much faster and
frequent than other soft drinks.
 Effective and efficient salesman
 Well established customer links
 Healthy financials

Weaknesses:-

 Multichannel Conflicts
 Delay in redresses of grievances of retailers

Opportunities:-

 Almost every man on this earth is a potential consumer & if you give people
beverages they want it at a good (cheap) price, there is no limit to how much they
consume.

Threats:-

 Strong Competitors

Chapter-10

40
 Conclusions and findings:-

1) Since 97% of the sample surveyed was females who have taste coke, it means it is
more popular among females.

2) An average 55% of the sample population consumes coke 3-5 times a week.

3) An average of 45% and 36% as good and average respectively whereas only 8%
found it excellent.

4) An average of 48% and 34% considers taste and brand while choosing a drink and
only 5% look for advertisements.

5) An average 48% wants the normal size of the drink to be 300ml.

6) An average of 35% of the population surveyed is okay with the price of Rs 10and
22% wants it to be Rs 7 or Rs 6.

7) An average of 65% of the sample surveyed is satisfied with the product.

8) Maximum of the public feels difference b/w coke and other substitutes.

9) 50-55% of people only are affected by various contradictory statements made

towards the brands or drinks.

10) An average of 46% of the people considers the product as unsafe for their health.

11) All variety of flavors is not available in the market.

Chapter-11

41
 Limitations of the study:-

 The sample size of customer’s prospects is fairly small & consistent conclusions
cannot be drawn on the information provided.

 Satisfaction being a relative term cannot be much commented on as it varies from

individual to individual and only be measured if the respondent has also
experienced the service of a similar organization in a similar sphere.

 One major constraint was the small sample size as it may lead to slight
verification in the end result.

 A few customers were either quite reluctant to part with their precious time or had
problems in attaching weights aid emphasis to different attributes.

 Time frame – This survey was conducted within the limited time frame of – 2
weeks.

 Customers in refinance cases were in direct contact with the dealers and were
most bothered with getting weights the delivery of the car rather than handling the
delays in availing the finance as it did not directly affect them.

 There is bound to be a subjective bias in the results because of inconsistency and

selective perceptions about the opinion of the respondents.

42
 Chapter-12
Recommendations:-

 Production Department should be checked as complaint regarding the product is

coming up.

 Taste of the drink should be improved.

 The price of drink is slightly high; it should be reduced to increase sales and
customer satisfaction.

 The product should be checked for any harmful chemicals. It should not contain
any pesticides or other chemicals.

 MRP of the product should be low in summer season so as to expand sales.

43
 Bibliography:-

Books:-

a) Kothari C.R, Research Methodology & Techniques, 2nd edition, New Delhi
wishwa Prakashan Pvt. Ltd. 1997
b) Kotler Philip, Marketing Management, 11th New Delhi Prentice Hall of India Pvt.
Ltd. 2003
c) Marketing Management
Ram swami & Namakumari
d) Statistical Methods
S.P.Gupta

Websites:-

a) www.cocacola.com
b) www.cocacolaindia.com

44