Field Survey Report On the topic A STUDY ON CONSUMER PREFERENCES FOR COCA COLA

Submitted to School of Management Sciences, Lucknow

Under the Guidance of: Ms.Shikha (Lecturer, SMS Lucknow)

Submitted By: Raviranjan Kumar ROLL.NO:-PG/09/27

ACADEMIC SESSION- 2009-11

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INTRODUCTION
The objective of the project is to know the consumers preferences for Cola Drinks, to study the Market Potential of COCA COLA and The report contains a brief introduction of Coca Cola. The company COCA COLA has interests in various sectors and they provide consistent quality products to meet our costumers requirement worldwide. This report clearly mentions objective of the study and the research methodology utilized. both primary data and secondary data. The data collection method used is structured non disguised questionnaire in which the types of questions used are open ended, multiple choice and close ended. The report contains a detailed view of the tasks, which have been undertaken to analyze the market of COCA COLA. Various sets of questionnaire have been prepared to know the PREFERENCES of consumers about the COCA COLA. Some of the research areas are Lucknow . This project reveals one of the important findings like more and more displays of the window hiring and can be given to the retail outlets as it has been said that Thanda Matlab Coca Cola. To increase its consumption, more schemes like Seasonal Schemes and other schemes can be given to the consumers. A detailed survey of the consumers was carried to find out their preferences for COCA COLA. The details of the methodology are stated below. Areas are Lucknow ,research design: Exploratory and descriptive. Sources of information are primary and secondary data. Data collection method structured non designed questionnaire. Types of questions used open ended, multiple choice and close ended. Sampling method is random sampling.

PREFACE
Market provides a key to gain actual success only to those brands which match best to the current environment i.e." imperative" which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on availability of good quality products and excellent taste and services which further attract and add a golden opportunity for huge sales. This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year. This survey report introduces study of consumers preferences for COCA COLA. After going through a detail analysis of market behavior and future prospect, t may also provide an opportunity to COCA COLA to frame a good future plan to satisfy maximum needs of the customers and established its guiding role in the market of Lucknow, city in particular and through out the country as a whole. The study report will also provide an opportunity to delineate its market potential business areas, products & services are to be offered by the company to the customers. This study report also provides the various factors affecting the services. Marketing Division of COCA COLA has to keep in mind various factors specially while preparing a plan for marketing its product or services. Detail description along with analysis of surveyed data is being presented in this report

ACKNOWLEDGEMENT

I am very grateful to my project mentor Ms. Shikha for her continuous support, supervision motivation and guidance through out the tenure of my project in spite of her hectic schedule who truly remained driving spirit in my project and her experience gave me the light in handling research project and helped me in clarifying the abstruse concepts, requiring knowledge and perception, handling critical situations and in understanding the objective of my work.

I would also like to express my heartiest thanks to all the respondents who took time for answering my questions.

CERTIFICATE
Certified that this Field Survey Report entitled has been prepared by Mr. /Ms. . of PGDM Semester-II class during the session .. Under my supervision. The Field Survey Report is up to the standard and I forward it to the Director, S.M.S. for getting it evaluated as per the ordinances governing the PGDM course.
(Signature of the supervisor) Date: . .... (Designation) . (Director)
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TABLE OF CONTENTS
INTRODUCTION.................................................................................2

PREFACE........................................................................................ 3 ACKNOWLEDGEMENT................................................................ 4 STUDENT DECLARATION........................................................... 5 CHAPTER 1:-7

1.1 COMPANY PROFILE7

History.8 COCA-COCA INDIA10 1.2 PRODUCT PROFILE17 PRODUCT RANGE18 1.3 OBJECTIVE OF STUDY .19 1.4 RESEARCH METHODOLOGY20 CHAPTER 2:- DATA ANALYSIS AND INTERPRETATION.21 2.1 ANALYSIS 21 2.2 FINDINGS..31 2.3 SUGGESTION...32 2.4 CONCLUSION..34 2.5 LIMITATION 35 2.6 BIBLIOGRAPHY.36 2.7 ANNEXURE.37

CHAPTER 1

COMPANY PROFILE

History

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland. Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886. The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.
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BOARD OF DIRECTORS

1. Mr David M Gonski, AC (Chairman, Non Exec. Director) 2. Mr Terry J Davis (Executive Director, Managing Director) 3.Ms Jillian R Broadbent, AO (Non Exec. Director) 4. Mr Wallace Macarthur King, AO (Non Exec. Director) 5. Mr Geoff Kelly (Non Exec. Director) 6. Mr Irial Finan (Non Exec. Director) 7. Mr David Edward Meiklejohn (Non Exec. Director) 8. Ms Catherine Brenner (Non Exec. Director) 9. Ms Nessa O'Sullivan (CFO) 10. Mr Ken McKenzie (CFO) Company Secretary: - Mr. George Thomas Forster

COCA-COLA INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. Coca-Cola re-entered India in 1993. The vision of the company is to lead beverage revolution in the world and provide its consumer quality beverages at affordable price. As on June 2005, Company has 78 manufacturing locations across 24 states of the country On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose("Splenda"), the same sweetener currently used in COCA-COLA. On March 21, 2005, it announced another diet product, Coca-Cola Zero, sweetened partly with a blend of aspartame and acesulfame potassium. In 2007, Coca-Cola began to sell a new "healthy soda": Diet Coke with vitamins B6, B12, magnesium, niacin, and zinc, marketed as "Diet Coke Plus." On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968. In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola." The word "Classic" was truncated because "New Coke" was no longer in production, eliminating the need to differentiate between the two. The formula remained unchanged. In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-ounce bottles sold in parts of the southeastern United States. The change is part of a larger strategy to rejuvenate the product's image.

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In November 2009, due to a dispute over wholesale prices of Coca-Cola products, Costco stopped restocking its shelves with Coke and Diet Coke.

Introduction About Some Products In India

Coca-Cola
The biggest-selling soft drink in history, and the bestknown product in the world! 'Coca-Cola' was created on 8th May 1886 by Dr. John S. Pemberton, and was first offered as a soda fountain beverage - produced by mixing 'Coca-Cola' syrup with carbonated water - at Jacob's Pharmacy, Atlanta. 'Coca-Cola' arrived in Britain in 1900, when Charles Candler son of the Company founder, Asa Candler brought a jug of syrup with him on a holiday visit to England. First sold regularly through soda fountain outlets including Selfridges and the London Coliseum in the early 1920s, 'Coca-Cola' is now the most recognised trade mark in the world. The word 'CocaCola' itself is even thought to be the second most widely understood word in the world after 'OK'!

Coca-Cola Zero
Coca-Cola Zero' delivers the great taste of 'Coca-Cola', with zero sugar. Launched in June 2006, 'Coca-Cola Zero' offers those who love the taste of classic 'Coca-Cola' a new way to enjoy their favourite brand, without the sugar. The arrival of 'Coca-Cola Zero' reflects the increasing desire to balance great taste with lower sugar alternatives, and heralds the arrival of the 'Zero' label, also found on 'Fanta', 'Sprite', 'Dr Pepper' & 'Lilt'.

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diet Coke
Introduced in the United States in 1982 and in Britain a year later, 'diet Coke' - or 'Coca Cola Light' as it's sometimes known - is now sold in 149 countries across the world, with sales in Britain second only to those of the United States. Whether diet or Light, this is the soft drink for those who live life to the full and embrace a healthy lifestyle, and it's deliciously sugar free.

Sprite
First introduced in 1961, 'Sprite' is now the world's leading lemon-lime flavoured soft drink and the No. 4 soft drink worldwide, sold in 190 different countries! The idea for the name came from Haddon Sundblom's 'Coca-Cola' advertisements featuring 'the little sprite' an elf with silver hair and a big smile. Millions of people around the world enjoy 'Sprite' for its crisp, clean taste. Obey your thirst!

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Fanta Orange
'Fanta' is the soft drink

with the vibrant taste of real fruit flavours. 'Fanta' became only the second drink - after 'Coca-Cola' itself - to be marketed by The Coca Cola Company, but was soon available in many different countries. Originally only orange flavoured, 'Fanta' is now produced in 70 different varieties worldwide, with flavours often derived from the native fruits of the region where it is being sold.

Mazza

Maaza: With the real fruit taste kids love, plus added calcium, Maaza's tagline, "Yaari-Dosti Taaza Maaza," means "friendship moments with fresh Maaza" in Hindi. Available in the following flavors: Mango,

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Limca: This thirst-quenching beverage features a fresh, light

lemon-lime taste and fun- loving attitude. It's a home-grown, national treasure in India, where it was acquired by The Coca-Cola Company in 1993. Limca continues to build a loyal following among young adults who love the lighthearted way it complements the best moments of their lives. Available in the following flavor: Lemon Lime.

Kinley: Kinley is a carbonated water that comes in wide array of

variants such as tonic, bitter lemon, club soda and a myriad of fruit flavors. Available in the following flavors: Apple Peach, Bitter Grapefruit, Bitter Herbal, Bitter Lemon, Bitter Water, Blueberry Pomegranate, Club Soda, Ginger Ale, Lemon and Raspberry.

Thums Up is a carbonated soft drink (cola) popular in India, where its bold, red thumbs up logo is common. It is similar in flavour to other colas but has a unique taste reminiscent of betel nut. Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India, Thums Up, Limca, and Campa Cola gained nationwide acceptance. The brand was bought out by CocaCola which, after unsuccessful attempts at killing the brand, later relaunched it in order to compete against Pepsi. Background During the late 1970s, the American cola giant Coca-Cola abandoned operations in India rather than make a forced sale of 60% of their equity to an Indian company.[1] Following this, the Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with then CEO Bhanu Vakil, launched Thums Up as their flagship drink, adding to their portfolio of older brands Limca (lime flavour) and Gold Spot (orange flavour). Thums Up was basically a cola drink, but the company never claimed it as such. The formula was just as closely

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guarded as the famous Coke formula. During the same time, the owners of Coca-Colas bottling plant, Pure Drinks Ltd., launched Campa Cola and Campa Orange, both of which had a higher dose of carbon dioxide. Typical bottle of Thums Up The Thums Up logo was a red 'thumbs up' hand gesture with a slanted white sans-serif typeface. This would later be modified by Coca-Cola with blue strokes and a more modernlooking typeface. This was mainly done to reduce the dominant red color in their signage. The picture shows the Thums Up mountain or, Thums Up pahaad (in Hindi), Manmad hills which has a natural top like the thums up logo and is a popular sight from trains. Its famous caption until the early 1980s was, Happy days are here again, coined by then famous copywriter Vasant Kumar, whose father was spiritual philosopher U. G. Krishnamurti. The caption became "I want My Thunder." It is currently "Taste the thunder!" Thums Up enjoyed a near monopoly with a much stronger market share often overshadowing its other rivals like Campa cola, Double seven and Dukes, but there were many small regional players who had their own market. It even withstood liquor giant United Breweries Group (makers of Kingfisher Beer) Mcdowell's Crush, which was another Cola drink, and Double Cola. It was one of the major advertisers throughout the 1980s. In the mid80s it had a brief threat from a newcomer Double Cola which suddenly disappeared within a few years. In 1990, when the Indian government opened the market to multinationals, Pepsi was the first to come in. Thums Up went up against the international giant for an intense onslaught with neither

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side giving any quarter. With Pepsi roping in major Indian movie stars like Juhi Chawla, to thwart the Indian brand, Thums Up increased its spending on Cricket sponsorship. Then the capacity went from 250ml to 300ml, aptly named MahaCola. This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up. The consumers were divided where some felt Pepsis mild taste was rather bland. In 1993 Coca-Cola re-entered India after a prolonged absence from 1977 to 1993. But Coca-Colas entry made things even more complicated and the fight became a three-way battle. That same year, in a move that baffled many, Parle sold out to Coke for a meagre US$ 60 million (considering the market share it had). Some assumed Parle had lost the appetite for a fight against the two largest cola brands; others surmised that the international brands seemingly endless cash reserves psyched-out Parle. Either way, it was now Coca-Colas, and Coke has a habit of killing brands in its portfolio that might overshadow it. Coca-Cola soon introduced its cola in cans which was all the rage in India, with Thums Up introduced alongside, albeit in minuscule numbers. Later Coca-Cola started pulling out the Thums Up brand which at that time still had more than 30% market share. Re-launch Despite its strong overall equity, the brand was losing its popularity among the core cola drinking age group of 12 to 25 year olds, partly due to nil advertising. Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would benefit more than Coke if Thums Up was withdrawn from the market. Instead, Coke decided to use Thums Up to attack Pepsi. The Coca-Cola Company by this time had about 60.5% share of the Indian soft-drink market but much to its dismay found out that if it took out Thums Up, it would remain with only 28.72% of the market (according to a report by NGO Finance&Trade in India), hence it once again dusted out the Thums Up brand and re-launched it targeting the 30 to 45 year olds.

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The brand was re-positioned as a manly drink, drawing on its strong taste qualities. Known to be a strong drink with more power packed into it than other colas, it was a favorite in Rum based Cocktails, as in rum and Thums Up. Thums Up kick-started an aggressive campaign directly attacking Pepsis TV ads, focusing on the strength of the drink hoping that the depiction of an adult drink would appeal to young consumers. Grow up to Thums Up was a successful campaign. The brands market share and equity soared. The brand was unshakeable and Coca-Colas declaration that Thums Up was Indias premier cola brand in terms of market share did not surprise many. Other campaigns from Thums Up build on its strength and its perception as a macho drink. Ads showing the Thums Up man, riding through the desert in search of a cantina that sells Thums Up rather than drink another cola, stuck in the minds of many Indians and caught the imagination of youngsters who want to be seen as men. Sponsorship Thums Up was a major sponsor of cricket matches. In the early 1980s, it came out with several postcards featuring Sunil Gavaskar and Imran Khan. Besides cricketers, Thums Up's celebrity endorsers include Akshay Kumar and Salman Khan popular south Indian actors Megastar Chiranjeevi and Mahesh Babu. Besides this, Parles southern bottler was a major sponsor of Indian motorsport in the 80s. In addition to sponsoring several Indian track drivers in Sholavaram races, they sponsored several regional car and bike rallies.

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Market Share of coca-cola in India

Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the carbonated soft drinks segment, 36 per cent share in fruit drinks segment and Coca-Cola India's biggest growth has come from Kinley, 33 per cent share in the packaged water segment. In 2004, Coca-Cola sold 7 billion packs of its brands to more than 230 million consumers across 4,700 towns and 175,000 villages. The company has doubled its volumes and trebled its profits between 2001 and 2004. Coca-Cola continues to re-affirm its commitment to India through active Citizenship Efforts. All its plants in India partner with local NGOs to alleviate local community issues in numerous small ways. It boasts of impeccable credentials on quality. Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with entrenched beverage consumption habits tea, nimbu-paani (lemonade) and a fragmented and geographically dispersed retail market, and a high tax environment.

PRODUCT PROFILE
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PRODUCT RANGE

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Flavor Cola

Ingredients

Pack

Product Coke, Thums up

Company Coca-Coal

Cola Flavor 200Ml. carbonated water 300Ml. sugar 500Ml. 1 Litre 1.5 Litre 2 Litre Orange Flavour + 200Ml. Carbonated 300Ml. Water+ Sugar 500Ml. 1 Litre 1.5 Litre 2 Litre Mango Treated sugar Pulp+ 250 ML water+

Orange

Fanta

Coca-Cola

Fruit Juice

Maaza

Coca-Cola

Cloudy Lemon

Lemon Flavour + 200Ml. Carbonated 300Ml. Water+ Sugar 500Ml. 1 Litre 1.5 Litre 2 Litre Lemon Flavour+ 200Ml. Carbonated Water 300Ml. + Sugar 500Ml. 1 Litre 1.5 Litre 2 Litre

Limca

Coca-Cola

Clear Lemon

Sprite

Coca-Cola

OBJECTIVE OF THE STUDY:-

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To study the consumers preferences for Coca Cola.

To know the percentage of males and females that are aware about bingo

To know which brands advertisement mostly people have seen.

To know the reason to buy cola drinks.

To know why was the advertisement being noticed by the consumer? To create a top of mind awareness about COCA COLA in Lucknow by providing the information to consumers.

RESEARCH METHODOLOGY:-

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A detailed survey of consumers was carried out to find out their preferences for COCA COLA the details of the methodology are stated below:

AREA:Lucknow .

Type of Research Research Question

Exploratory Research

Descriptive Research

Consumer preferences for bingo Sampling technique Convenience sampling Sample Size : 100 Samplings Areas : Lucknow . Primary Data : Responses through questionnaires Conducted personal interviews Secondary Data : with the respondents . Websites . News papers

CHAPTER 2

DATA ANALYSIS AND INTERPRETATION

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1. GENDER OF THE CONSUMER?

Respondent Percentage 1. Male 51% 2. Female 49 %

49%

51%

male female

Fig 1

Data Interpretation :51% of respondent are males and 49% of respondent are females..

2. AGE GROUP OF THE CONSUMER?

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Fig2

Age Below 15 16-25 26-35 22% 36-45 46 & Above

13%

3%

Percentage 34% 28% BELOW 15 34% 22% 16-25 13% 26-35 36-45 3% 46 & ABOVE

28%

Data Interpretation:34% 0f respondent bellow 15 years. 28% of respondent bellow 16-25 years. 22% of respondent bellow 26-35 years. 13% of respondent bellow 36-45 years. 3% of respondent bellow 46 above 3. OCCUPATION OF THE CONSUMER?

OCCUPATION Percentage 1 Professional 13% 2 Businessman 09% 3 Service 26% 4 Student 49% 5 Any other 03%
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Table2

3%

13% 9% PROFESSIONAL BUSINESSMAN SERVICE MAN STUDENTS 26% ANY OTHER

49%

Fig3

Data Interpretation:49% of respondent are students. 26% of respondent are Service Man. 13% of respondent are Professional 9% of respondent are Business Man 3% of respondent are Any Other.

4. NUMBER OF PEOPLE PURCHASE COLD DRINKS ?

Percentage Yes 97%

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No

03%
Table 3

3%

yes no

97%

Fig4

Data Interpretation:97% of respondent are Yes. 03% of respondent are No. 5. COLD DRINKS PEOPLE BUY?

Cold Drink 1 COKE 2 COCA-COLA 3 LIMCA 4 SPRITE

Percentage 19% 18% 12% 11%

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5 6 7

FANTA MAZZA THUMSUP

Table4

9% 8% 23%

23%

19%

COKE COCA-COLA LI MCA SPRITE

8% 9% 11% 12%

18%

FANTA MAZZA THUMSUP

Fig5

Data Interpretation:23% of respondent are THUMSUP. 19% of respondents are COKE, 18% of respondent are COCA-COLA, 12% of respondent are LIMCA, 11 % of respondent are SPRITE, 9% of respondent are FANTA, 8% of respondent are MAZZA.

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6. REASON TO PURCHASE COCA-COLA DRINKS?

1 2 3 4 5 6 7

Brand -name Taste Brand ambassador Packaging Easy availability Price Any Other
Table 5

Percentage 20% 25% 8% 10% 16% 20% 1%

TASTE 8% 1% 11% 25% BRAND NAME PACKAGING PRICE 15% 20% 20% BRAND AMBASSADOR EASY AVIALABILITY ANY OTHER Fig6

Data Interpretation:25%of respondent people are purchase COLD DRINKS because of TASTE, 20% of respondent people are purchase COLD DRINKS because of BRAND NAME, 20% of respondent people are purchase COLD DRINKS because of PACKAGING, 15% of respondent people purchase are COLD DRINKS because of PRICE, 11% of respondent people purchase are COLD DRINKS because of BRAND AMBASSADOR 8% of respondent people are purchase COLD DRINKS because of EASY AVILABILITY 1% of respondent people are purchase COLD DRINKS because of ANY OTHER REASON
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7. PEOPLE HAVE SEEN THE ADVERTISEMENT OF COCA-COLA DRINKS

1 2

Yes No
Table 6

Percentage 98% 2%

2%

yes no

98%

Fig7

Data Interpretation:98% of respondent People have seen the ADVERTISEMENT . 2% of respondent People have not seen the ADVERTISEMENT of any cola drinks,.

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8. ADVERTISEMENT PEOPLE REMEMBER THE MOST?

1 2 3 4 5 6 7

Cold Drink COKE COCA-COLA LIMCA SPRITE FANTA MAZZA THUMSUP

Table 7

Percentage 18% 15% 10% 13% 06% 15% 23%

23%

18%

COKE CoCa-CoLA SPRITE Limca

15% 6% 10% 13% 15%

FANTA MAZZA THUMSUP

Fig 8 32

Data Interpretation:23%of respondent people are remember the advertisement of THUMSUP 18%of respondent people are remember the advertisement of COKE 15% of respondent people are remember the advertisement of COCA COLA 15%of respondent people are remember the advertisement of MAZZA 13%of respondent people are remember the advertisement of SPRITE 10%of respondent people are remember the advertisement of Limca 06%of respondent people are remember the advertisement of. FANTA. 9. REASON TO REMEMBER THE ADVERTISEMENT?

1 2 3 4 5

Reasons Creativity Brandambassador. Idea of-deliveringmessage Frequency of advertisement Logical reason

Table 8

Percentage 24% 25% 11% 25% 15%

CREATIVITY

15%

24%

BRAND AMBASSADOR IDEA OF DELIVERING THE MESSAGE

25% 25% 11%

FREQUENCY OF ADD LOGICAL REASON

Fig 9

Data Interpretation:33

24% of respondent people are remember the advertisement CREATIVITY. 25%of respondent people are remember the advertisement BRAND AMBASSADOR 11%of respondent people are remember the advertisement THEIR IDEA OF DELIVERING THE MESSAGE. 25%of respondent people are remember the advertisement FREQUENCY OF ADD. 15% of respondent people are remember the advertisement LOGICAL REASON.

because of because of because of because of because of

MAJOR FINDINGS
1. 2. 3.

Out of 100 consumers, 51% are males and only 49% are females. Maximum number of people surveyed is below 15 years Out of 100people 13%are professionals, 9%are businessman, 26%are serviceman, and 49% are students. Out of 100 respondents, 97% of consumers buy cold drinks and only 3%of them do not buy. 19% respondents prefer coke, 18% prefer coca-cola, 12% Limaca, 11 % of them prefersprite, 9%fanta, 8% prefer mazza, and 23% prefer thumsup 25%people purchase cold drinks because of taste,20% people purchase cold drinks because of brand name,20% people purchase cold drinks because of packaging,15% people purchase cold drinks because of price ,11% people purchase cold drinks because of brand ambassador 8%people purchase cold drinks because of easy avilability1%people purchase cold drinks because of any other reason. Out of 100 consumers 98% have seen the advertisement and only 2% have not seen the advertisement of any chips 8.23% people remember the advertisement of coke, 23% people remember the advertisement of. COCA-COLA, 1% people remember the advertisement of 7up, 6%
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4.

5.

6.

7.

people remember the advertisement of sprite, 4% people remember the advertisement of fanta, 10%people remember the advertisement of mazza, and 23% people remember the advertisement of. Thums
8.

24% people remember the advertisement because of creativity. 25% people remember the advertisement because of brand ambassador,11% people remember the advertisement because of their idea of delivering the message.,25%people remember the advertisement because of frequency of add.15% people remember the advertisement because of logical reason.

SUGGESTIONS
On the basis of above study following suggestions can be given: Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer. The company should make hindrance free arrangement for its customers/retailers to make any feedback or suggestions as and when they feel.

The company should focus to bring some more flavors and variety of schemes rather then bring second and repeat same old one. It is always better to be first than being better.

The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole.

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 The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers as well as from The market and try to solve it without any delay to establish its own good credibility..

The visibility of any product plays an important role in making the customer, aware about it and is vital for the growth and development of any product. For their advertisement they can also introduce a brand ambassador, because most of the consumers remember advertisement because of their brand ambassador. A strong watch should be kept on distributors also, because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND.

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CONCLUSION
During the course of the project I realized that the customer willingly answered the closed end questions. From the analysis of the data collected and from the experiences I have reached the following conclusions: COKE is most popular amongst its users mainly because of its TASTE, BRAND NAME, INNOVATIVENESS Thus it should focus on good taste so that it can capture the major part of the market. But most of the consumers prefer THUMSUP as their 1st preference, then COKE We come to the conclusion that visibility affects the sales of project in a very special way. And in terms of the advertisements lays is lacking behined, .mostly consumers remember the advertisement because of the frequency of add and brand ambassadors ,creativity. After acquiring a new customer, there is lot of importance of its retention also. This can be done only by providing extra flavors and good taste In todays scenario, customer is the king because he has got various choices around him. If you are not capable of providing him the desired result he will definitely switch over to the other provider. Therefore to survive in this cutthroat competition, you need to be the best. Customer is no more loyal in todays scenario, so you need to be always on your toes. We feel that there is cutthroat competition between COKE,COCACOLA,THUMSUP so to be on top of mind of the customers they need to do something outstanding every time

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LIMITATIONS OF THE STUDY

Some of the respondents refused to fill the questionnaires. The responses may vary as some people did not want to come up with real answers. The people were busy in their own work so they might not have given actual responses.. Limitation of time.

The survey is conducted only in few areas of Delhi, Ghaziabad; hence the results may vary in other parts of the cities.

Small sample size. And like any other research the limitation of personal bias of respondents limits the scope of the study. The findings are based on the survey conducted in the month of March and April; the results may vary in other months.

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BIBLIOGRAPHY
TEXT BOOKS:

Kotler

Philip,

Marketing

Management,

Pearson

Education.

Beri G.C, Marketing Research, Third Edition. Cooper Donald R. & Shindler Pamela S, Business Research Methods Tata McGraw-Hill Edition Eighth. Schiffman Leon G. & Kaunk Leslie Lazar, Consumer Behavior Pearson Education, Eighth Edition.

Magazines and journals 4 ps Eonomic Times WEBSITES: www.Coca cola.com www.coca colaindia.com SEARCH ENGINE :www.google.co.in

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ANNEXURE
QUESTIONNAIRE

1.NAME: ..
GENDER- Male Female ADDRESS OCCUPATION PROFESSIONAL BUSINESSMAN SERVICE STUDENT ANY OTHER
2. AGE : 15-20 21-35 36-45 46-55 55 AND ABOVE 3. DO you drink coca cola? Yes No 4. Which cola drink do you prefer most? COKE COCA-COLA Limca
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SPRITE FANTA MAZA THUMSUP

5. About Cola drink what do you like the most?(PLEASE RATE THEM from 1-6) BRAND NAME TASTE EASY AVAILABILITY PACKAGING PRICE BRAND AMBASSADOR ANY OTHER (PLEASE SPECIFY) 6. Have you seen any advertisement of ANY Cola drinks? Yes No 7. Advertisement of which Cola drinks do you remembers the most? COKE COCA-COLA Limca SPRITE FANTA MAZZA THUMSUP

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8. What attracted you in the advertisement?( PLEASE RATE THEM from 1-3) CREATIVITY BRAND AMBASSADOR IDEA OF DELIVERING THE MESSAGE FREQUENCY OF ADD LOGICAL REASON 9. Have you decided to purchase any connection after watching the advertisement? Yes No

ANY SUGGESTIONS:::::::::::::

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