CHAPTER 1 INTRODUCTION

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers' expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability.... These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective."

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able
do this, firms need reliable and representative measures of satisfaction.





REVIEW OF LITERATURE:
ARTICLE NO. 1
PepsiCo India launches interactive promotion for Mango Slice
Friday, March 09, 2012

This story ran in PEPline, PepsiCos global employee newsletter, and is proudly brought by a
PepsiCo employee or a friend or family member of a PepsiCo employee. (Pepsi.com)

In India, Slice has come up with a unique opportunity for its consumers - an unmatched
experience providing "Pure Mango Pleasure," and a special surprise in each of its glass
bottles. Through this unique interactive promotion "Katrina ka number, crown ke under"
(Katrinas number, under the crown) consumers can win a date with Bollywoods leading
actress and Slice brand Ambassador Katrina Kaif.

Every Slice cap features a mobile number which consumers can call and, if they're lucky, they
win a date with Katrina. One winner will win a date every day through March 31. Other prizes
include collectible Slice merchandize and personalized digital wallpaper.

This Slice campaign is led by a TV commercial that shows Katrina inside a Slice bottle. Directed
by Cannes Gold winning director Prakash Varma, the commercial was shot underwater in
Thailand, and has artistically captured underwater visuals that give Katrina an ethereal look
inside the bottle.

Slice is all about the indulgence that is bottled in every single pack, and the concept of this
unique initiative is to offer an unforgettable experience to our consumers via every bottle of
Slice" said Homi Battiwalla, executive vice president, Colas, Hydration & Mango-based Drinks -
PepsiCo India. "We have focused extensively on building engagement with our consumers via
exciting experiences planned online and on-ground, including radio integrations, an interactive
outdoor campaign with web interfaces and larger-than-life Katrina in a Slice bottle
installations, among others."


ARTICLE NO. 2
Coca-Cola System Investing $2 Billion in Long-Term, Sustainable Growth in
India
(Investment includes new infrastructure, partnerships, brand building and
sustainability programs)
GURGAON, India, Nov. 14, 2011
Coca-Cola India, the country's leading Beverage Company, today announced that the Coca-Cola
system in India will invest US$2 billion over the next five years, beginning in 2012, to further
capture the opportunity in the Indian nonalcoholic ready-to-drink (NARTD) beverage market.
India is a strategic growth country for The Coca-Cola Company, ranking among its top 10
markets in volume globally and as the largest market in the Eurasia and Africa Group.

Ahmet C. Bozer, Coca-Cola's President, Eurasia and Africa Group, said, "India is one of our
most important growth markets as we work toward our 2020 Vision of doubling system revenues
and servings this decade. The opportunity in the packaged beverage segment is immense, and our
efforts in India are focused on being the beverage of choice all day, every day. If we continue to
do the right things each day and at all times, it would not surprise me if India becomes one of the
top five markets for the Company globally by the end of this decade."

NARTD beverages have enormous growth potential in India. The Coca-Cola Company and its
bottling partners have robust plans to capture this opportunity with investments in innovation,
consumer marketing and brand building, expansion of distribution and cold drink equipment
placement as well as further development of manufacturing capacity to meet growing consumer
demand.

The Coca-Cola system has already invested over US$2 billion in India since it re-entered the
country in 1993, and currently it directly employs more than 25,000 people. The system is
estimated to have created indirect employment for more than 150,000 people in related industries
through its vast procurement, supply chain and distribution system. The investments announced
today by Coca-Cola will further catalyze economic growth and create new opportunities for the
local community.

Atul Singh, President & CEO, Coca-Cola India and South West Asia, said, "This investment is a
part of our long-term commitment to invest in innovation, partnerships and a portfolio of brands
that will enable us to grow our business in a sustainable and responsible way. In addition to our
infrastructure and capabilities, the new investment will also focus on enhancing the consumer
experience, building brand loyalty and contributing to environmental sustainability and
community development. Our India business has been growing at a robust rate over the last five
years, and our goal is to continue this growth momentum. The country's demographics,
economic and social parameters are all huge drivers of growth and we have to ensure that we
capitalize on the opportunity."

The Coca-Cola Company has registered volume growth in India for the past 21 quarters, 15 of
which have seen double-digit growth. Two of the Company's core sparkling brands -- Thums Up
and Sprite -- are the country's top selling soft drink brands. Trademark Coca-Cola is one of our
fastest growing sparkling brands and Maaza is India's largest selling juice drink. Coca-Cola was
recently recognized as India's most trusted beverage brand in Brand Equity's 2011 "Most Trusted
Brands Survey," and Coca-Cola India ranks among the top five most respected FMCG
companies in India as ranked in Business World's 2011 "Most Respected Companies Survey."

The Coca-Cola system has a long history of partnership with non-governmental organizations in
India for community development and sustainability initiatives. As a system, Coca-Cola has now
achieved a net zero balance with regard to groundwater usage in India. It is well integrated with
local Indian communities and is a valued contributor to economic and social growth.

The Company and its bottling partners are strong supporters of education in India through
programs like the 'Coca-Cola NDTV Support My School' campaign, which is aimed at creating
more than 100 model schools in India. The Company also supports sports programs to encourage
active, healthy living such as the Coca-Cola Under-16 Cup cricket tournament, the Coca-Cola
Mir Iqbal Hussain Trophy football tournament, Sprite Gully Cricket and Sprite NBA Jam.

Worldwide, The Coca-Cola Company and its bottling partners are investing nearly $30 billion
over the next five years to support anticipated growth across its system. These investments range
from new manufacturing facilities to new distribution systems to new marketing investments in
emerging economies. The Coca-Cola system currently employs more than 700,000 people
worldwide, making it one of the world's top five private employers.


OBJECTIVE OF THE STUDY:
To study taste and preferences of the customer between Slice and Maaza.
To study the marketing mix of Maaza and Slice.
To study the market share of Mango drinks in the Non-Carbonated Soft Drink (NCSD)
category.
To study the consumption pattern of Slice and Maaza.

HYPOTHISIS:
Hypothesis of the study is that people prefer Maaza more over Slice due to taste preference and
satisfaction.

SCOPE OF THE STUDY:

Detailed study of the Non-Carbonated Soft Drink (NCSD) industry in India.
Analysis of Slice and Maaza performance against each other.
Analyzing consumer perception based on various parameters such as purchases frequency,
effects of sales promotion schemes, brand attributes and consumer loyalty, packaging,
pricing and advertising.

LIMITATIONS OF THE STUDY:

The study is limited only to the selected markets due to time constraint.
Inability or unwillingness on the part of some respondents to answer all the questions asked.
The study covers a specific market survey.
Due to time constraints only 30 respondents could be covered for the survey purpose.
The findings, suggestions and conclusions are based on the response given by the
respondents.

RESEARCH METHODOLOGY:
CHAPTERALISATION:















CHAPTER 2 RESEARCH METHODOLOGY

RESEARCH:
Research means search for facts in order to find answers to certain questions or to find solutions
to certain problems. It is often referred to as scientific inquiry or scientific investigation into a
specific problem or situation. This is because the search for facts should be made by scientific
method rather than by arbitrary method. The scientific method uses systematic rational approach
to search for facts, whereas, the arbitrary method attempts to find answers to questions on the
basis of imagination and ones own beliefs and judgments.
William C. Emory in his book Business Research Methods defines research as any organized
inquiry designed and carried out to provide information for solving a problem.

METHODOLOGY:
In simple terms methodology can be defined as, it is used to give a clear cut idea on what the
researcher is carrying out his or her research. In order to plan in a right point of time and to
advance the research work methodology makes the right platform to the researcher to mapping
out the research work in relevance to make solid plans.
More over methodology guides the researcher to involve and to be active in his or her particular
field of enquiry. Most of the situations the aim of the research and the research topic wont be
same at all time it varies from its objectives and flow of the research but by adopting a suitable
methodology this can be achieved.
Right from selecting the topic and carrying out till recommendations research methodology
drives the researcher in the right track. The entire research plan is based on the concept of right
methodology.
More over through methodology the external environment constitutes the research by giving a
depth idea on setting the right research objective, followed by literature point of view, based on
that chosen analysis through interviews or questionnaires findings will be obtained and finally
concluded message by this research.
On the other hand from the methodology the internal environment constitutes by understanding
and identifying the right type of research, strategy, philosophy, time horizon, approaches,
followed by right procedures and techniques based on his or her research work. In other hand the
research methodology acts as the nerve center because the entire research is bounded by it and to
perform a good research work, the internal and external environment has to follow the right
methodology process.

RESEARCH METHODOLOGY:
Research methodology is a set of various methods to be followed to find out various information
regarding market strata of different products. Research methodology required in every industry
for acquiring knowledge of their products.


DATA COLLECTION:
1) Pri mary Source
Consumers

2) Secondary Source
Websit e
Magazines and Newspapers



DATA PROCESSING:
Questionnai re


DATA INTERPRITATION:

1) Sampling Unit: Who is to be surveyed?
Urban Consumers
2) Sampl e Si ze: How many people to be surveyed?
30 Units (of all age groups)
3) Sampling Procedure:
Conveni ence Sampli ng














CHAPTER 3 COMPANY PROFILE