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A PROJECT REPORT ON

AN ANALYTICAL STUDY OF

THE BRAND PROMOTION AND BRAND EQUITY

Submitted in the Partial Fulfillment

Of the Two Years Fulltime

PGDM (2008 -201

SUBMITTED BY:

PROJECT GUIDE BY:

MR.HARRY

CHINMAY BISWALMS.ROMONA

ROLL NO- 130

PGDM

SEC-C

NEW DELHI INSTITUTE OF MANAGEMENT

60-61, Tuglakabad Institutional Area

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ACKNOWLEDGEMENT

I take this opportunity to extend my gratitude to special thanks to mr

Harry and miss Romona from 360degree, for his invaluable guidance and

support to my project. Without his explicit help it would not have been

possible for me to present this report.

I am also very thankful to all the officials of Coca Cola Delhi, who gave

me their valuable time from their hectic schedule.

I would also like to thank 360degree staff for all the co-operation and

help they have given to me in collecting all the related information.

Lastly, I take this opportunity of acknowledging my indebt ness to my

respondents who devoted their valuable time for filling the questionnaire.

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CONTENTS

i. Certificate

ii. Acknowledgement

iii. Preface

1. Executive Summary

2. Introduction Brand Equity

--Brand Equity of coca-cola

3. Research Study Research Objectives

Research Methodology

4. Coca-Cola Introduction

Coca Cola In India

Marketing strategies

5 polices of coca cola products ,Product profile

Finding and analysis

Conclusion.

Recommendation.

BIblography.

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PREFACE

The power of brand names is not restricted to consumer markets. In fact,

brand equity may be more important in industrial goods markets than in

consumer marketing. Brand name awareness often is pivotal in being

considered by an industrial buyers. Further, after analysis, many

industrial purchase alternatives tend to be toss ups. The decisive factor

then can then upon what a brand means to be a buyer.

Brand equity is one of the hottest topics today. The growing interest is

reflected in the proliferating articles, and press attention on branding.

Another indicator is the experimentation with different organizational

forms in order to better enhance and protect brand equity. One of the best

examples of brand equity is in the soft drink industry. Without a brand

name and all of the marketing dollars that have gone into it, Coca-Cola

would be nothing more than flavoured water. Due to the companys long

term marketing efforts and protects, enhancement and nurturing of their

brand name, coke is one of the most recognizable brands in the world.

Coke, set foot in India with a turnover of $ 16 billion. Their total

investment in India was Rs. 250 core. Coco cola is all set to pump $ 800

to further strengthen its position as market leader in massive India soft

drink market. This amount would be invested over a period of 6-7 years.

Coke is mainly a franchisee driven operation with Co. supplying its soft

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drinks concentration, that secret position its bottles around the world.

Cole is thinking big and wants to be selling 1 billion cases (1 case=24

bottles) in 10 years. How high this target is can be gauged from the fact that

his is the figure that the entire industry is expected to achieve by the year

2005.

Coke commands approximately 62 franchises massing more than rupees

150 cores of investment in India.

Coca-cola was invented by pharmacist john stitch Palmertons in 1886 AD

frank M Robinsons it coca-cola .Coca cola first bottling plant was opened

in Chattanooga.

The company broadened its horizons when Robert Woodruff acquired the

company for $25 million in 1919, he began by upgrading bottling

operations, brought in innovations like a six bottle carry home carton and

then upped advertising support Coca colas thousand cases accompanied us

Olympic team in 1928.By the 1950 colas was daily consumption item in

1960s company introduced fanta, orange flavored drink. The company

brought minute maid corp. .Which in 1967 was combined with demeans

foods to pave the way for coca for cola foods in 1961 sprite a lemon or lime

drink was launched in the US in 1975 Georgia canned coffee in Japan and

1982 cherry coke new cherry flavored cola was launched .In 1991 coke split

up its $ 200 million Rs. 700 cr. Ad account between Mr. Can Erickson and

creative artist agency.

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In 1991 the company invaded new markets. One was ready to drink iced tea.

Which it entered via joint venture with nestle (brand Nestea) another was for

sport

Drink it launched power add to attacks Gatorade from Quarter Oats.

Today worldwide webs of local bottles supplying coke over two million-

retail outlets constitute the companys backbone. The US accounts 30% of

the companies business with more than 194 other countries making up the

bilk coca-cola foods is chiefly into juices under the label minute maid and

HI-C , it has just entered non-carbonated tropical fruit teas with Fruitopia.

The company has tried its hand at root bear with rambling and Barqs. In

1993 re-entered India after 17 years by striking $ 40 million deal with

parley. Exports and its aiming to raise the countrys pathetically low per

capita consumption ( 0.6 liters a year comparison with US 83.5

liters).Making a successful $ 3.6 million bit for being the official drink for

the wills cup cricket.

Coke the market leader in India soft drink market is facing the Pepsis

challenge through innovations in the market place so in the wake of market

station coke is in the process of launching fountain coke. The project was

pre launch market exercise for fountain coke to take advantages of

opportunities present in the market and to minimize threats, and to

understand , monitor and adopts to the changing environment to take an

edge over other competitors Agra sales and marketing services(p) Ltd had

chosen Agra for this project for the market analysis. Survey of retailers and

consumers was done and stratified sampling and convenience sampling was

adopted.

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EXECUTIVE SUMMARY

The research conducted was descriptive in nature. Delhi segment was

surveyed to attain certain results. The survey was conducted to analyse (cut

awareness for various brand of colas) available in market, to find out how

much customer brand loyal, find out the factors which would influence the

buying decision of the customer.

With these objective in mind, a survey was conducted in the Delhi region.

Questionnaire method was used along with some interviews obtain the

required into. Conneniant sampling was used as the mode of conducting the

survey. Care was taken that the respondents were as diversified as possible

with all the regions being given equal neightage? Also it was answered that

people from various professions of age, sex, occupation, zone, status, etc.

After the survey was complete the data was first sorted, then analysed on

the chosen parameters. This analysed data later converted into form ofgraphs such as pie charts, bar graphs, etc. this was to make results easily

comprehensible by anyone going through the report. This also made it easy

to draw conclusions based on the research and provide a presentable format

of the report.

The important findings are:

1. Among the Colas, Coca-Cola is more popular than Pepsi

2. While making purchase decision the customer is most sensitive to

the brand name, followed by quality by brand name customer mean

a reputed company having goodwill like Coca-Cola.

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3. Most of the outlets visited were multi-branded

4. Among the total dealers covered maximum dealers were stocking

Pepsi, followed by Coca Cola and Thumps-Up

5. According to most of the customer they prefer Pepsi followed by

Coca-Cola over the brands.

6. According to most dealers and consumers both Pepsi and Coca-Cola

are hottest selling brand, followed by Thumps-Up, Fanta etc. clearly

holding more than 59% of sales in the market.

7. Most of the dealers dont face any complaints from consumers in

any brand.

8. Most of the dealers get 100% replacement

9. Most of the dealers have an average sales of 50 to 100 units every

month at the outlets.

10. Sale is increasing because of the fact that the outlets were multi

branded due to better quality and customer demand.

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INTRODUCTION OF BRAND

EQUITY

Brand equity is a set of brand assets & liabilities linked to a brand, its name

& symbol that add to or subtract from the value provided by a product or

service to a firm and/or to that firms customers. For assets or liabilities to

underlie brand equity they must be linked to the name and/or symbol of the

brand. if the brands name or symbol should change, some or all of the

assets or liabilities could be affected & even lost, although some might be

shifted to a new name & symbol. The assets & liabilities on which brand

equity is based will differ from context to context. However, they can be

usefully grouped into five categories:

1Brand loyalty:

For any business it is expensive to gain new customers & relatively

inexpensive to keep existing ones, especially when the existing customers

are satisfied with even like the brand. in fact, in many markets there is

substantial inertia among customers even if there are very low switching

costs & low customer commitment to the existing brand. Thus, an installed

customer base has the customer acquisition investment largely in its past.

Further, at least some existing customers provide brand exposure &

reassurance to new customers.

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1. Awareness of the brand name & symbols:

People will often buy a familiar brand because they are comfortable with

the familiar. Or there may be an assumption that a brand that is familiar

is probably reliable, in business to stay, & of reasonable quality. A

recognized brand will thus often be selected over an unknown brand. The

awareness factor is particularly important in contexts in which the brand

must first enter the consideration set it must be one of the brands that

are evaluated. An unknown brand usually has little chance.

2. perceived quality:

A brand will have associated with it a perception of overall quality not

necessarily based on a knowledge of detailed specifications. the quality

perception may take on somewhat different forms for different types of

industries. however, it will always be a measurable, important brand

characteristics.

Perceived quality will directly influence purchase decisions & brand

loyalty, especially when a buyer is not motivated or able to conduct a

detailed analysis. it can also support a premium price which, in turn, can

create gross margin that can be reinvested in brand equity. further,

perceived quality can be the basis for a brand extension. if a brand is well

regarded in one context, the assumption will be it will have high quality

in a related context.

3. Brand associations in addition to perceived quality:

The intangible value associated with a product that can not be accounted

for by price or features. it is not the physical features that drive demand

for their products, but the marketing image that has been created. buyers

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are willing to pay extremely high price premiums over lesser known

brands which may offer the same, or better, product quality & features.

4. Other proprietary brand assets patents, trademarks, channel

relationships, etc.:

Brand assets will be most valuable if they inhibit or prevent competitors

from eroding a customer base & loyalty. These assets can take several

forms. for example, a trademark will protect brand equity from

competitors ho might want to confuse customers by using a similar name,

symbol, or package. a patent, if strong & relevant to customer choice, can

prevent direct competition. a distribution channel can be controlled by a

brand because of a history of brand performance.

The overall description of brand equity incorporates the ability to provide

added value to the companys products & services. This added value can

be used to your companys advantage to charge price premiums, lower

marketing costs & offer greater opportunities for customers purchase. A

badly mismanaged brand can actually have negative brand equity;

meaning that potential customers have such low perceptions of the brand

that they prescribe less value to the product than they would objectively

assessed all its attributes/features.

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BRAND EQUITY OF COCA-COLA

Coca-Cola has built brand equity for decades among consumers. The value

of how people (consumers, distributors and sale people) think and feel about

Coca-Cola relative to its competition one a period of time, the company

initially identify the present equity and the factors that name a significant

impact on it. The brand equity is divided mainly into.

Market Content

When Coke returned to India (after being showed the door by Janata

Government in 1977), it tried using nostalgia as the communication peg

much of its advertising, was devised at the coke consumer of yester year.

However, this did not cut much ice. After poking around in the dark for

quite a while, coke finally figured the younger generation which was totally

taken in by Pepsis irreverence.

The Coca-Cola company tracked the target age group (15 to 25 yrs) though

targeted at the youth, its appeal is nearly universal. Target market is defined

as people whom the brands wants to actively target. The brand had a target

market when it was launched and now is used widely within the category.

However, it appealed only to the target consume but by following thisstrategy, reaped rich dividends over time.

Brand Equity Indicators

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To examine current brand equity, the following is a list of indicators

used:

1. Brand Awareness It is the ability of a potential buyer to recognize or

a recall (as a brand as a product class) and top of mind (the first

recalled). Coca Cola get name exposure when the its name is attached

to additional products which are advertised, displayed and used.

2. Brand Association A brand association is anything linked in

memory to brand. Coca-Cola is its target market is associated to Cool

(Thanda), refreshing drink.

The pictures of bottles of Coca-Cola with the words It is the real

thing illustrate a strategy which Coca-Cola relayed.

3. Name, Symbol and Slogan Coca-Cola, which name itself is

protected, thanks to vigorous efforts by the firm. However, they werenot able to prevent the use of the cola term, which describes a drink

using the Kola markets extract. Thus we have pepsi-cola and among

many other RC-Cola.

For Coca-Coal, the cans and bottles are key symbols. The core

identity elements the red color, the dynamic curve, the vertical

lettering and the dual brand identifies of coke and Coca-Cola were

eroded during the mid 1980s with the introduction of new varieties

including caffeine free drinks (which had a gold package). A review

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resulted in a more cohesive set design which differentiated the

products while still providing more impact on the shelf. There were

also some subtle changes in the script that served to help achieve the

twin goals of preserving the heritage and distinctiveness of Coca-Cola

while legitimatising the brevity and contemporary impact of Coke,.

4. Brand Extension Brand Extension, the use of a brand name

established in one product class to enter another product class. A

extension that is far removed from the original from the original

product (Coca-Cola) has the advantage that attributes such as taste

cannot be transferred. Thus, where Coca-Cola orange juice would not

work, Coca-Cola sweat shirts are acceptable.

Tab flavours, such as ginger ale and root beer, were an idea mat made

sense when tab was Coca-Colas diet drink entry and they wanted to

compete in other flavor categories. The concept failed, in part becausesubstantial segments fell that tab had a disagreeable taste, it was

basically perceived as low quality by large parts of the market.

5. Brand loyalty - The efforts of Coca-Cola to popularize new coke.

The large and loyal group of real coke was rebelled. They (even those

who couldnt tell the difference between new coke, old coke and Pepsi

in bind taste tests) wanted their product back and they ultimately

carried the day: The withdrawn original coke formula reappeared

although this time it was forced to bear dubiously distinctive name

coke classic.

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RESEARCH

METHODOLOGY

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RESEARCH METHODOLOGY

Methodology of doing this project study includes both exploratory researchtools and descriptive research effort.

Exploratory research tools includes the following activities.

Secondary Data: Collect is a data which s readily available with

authenticated information published in magazines, newspapers etc. the

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relevant and sufficient secondary data will be collected which will

essentially from the framework of this project study.

Sampling decisions is one of the most important aspect in collection of

primary data. A detailed sampling plans has been chalked out for the

collection of primary data which is as follows:

For the collect of primary data in Delhi, the entire Delhi is divided into five

zones as east, west, north and south central Delhi.

For proper representative of Delhi market in this project, sufficient no of

represent will be selected from each of these parts. The criteria of selection

of respondents will be as follows:

1 Dealers - Vendors/retailers

1 Consumers

Focus of discussions: Considering the above criteria of seldem of ultimate

consumers or prospects, focused group discussions will be carried out in

Delhi with a view of having free flow discussion on the objectives of this

project study (research), through a moderator.

In-depth interview As indepth interview forms an important part of called

or primary data so a special focus will be given to this aspect also. Indepth

interview ill include the interview of executives of some of the major players

in credit cards market.

Questionnaire keeping in view of the research objectives questionnaire are

made for each category of respondents.

1Consumers/Customers

1Vendors/Dealers

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Field work: Field will be done on the basis of all five zones in Delhi i.e.

West, East, North, South and Central Delhi.

Analysis Analysis of respondent would be provided on the basis of

primary and secondary data collected

Conclusion on the basis of analysis, conclusions will be made.

Recommendation respondent will be furnished on the basis of research

findings

Presentation A synchronized presentation on the completion project will

be given.

Methodology of Research

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STUDY OF COCA

COLA COMPANY

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19

DATA ANALYSIS

OUTCOME OF THE

ANALYSIS

BUILD APPROPRIATEINFORMATION AND CONCLUSION

PRIMARY DATA1. SURVEY2. PERSONAL

INTERVIEW

3. TARGETING COKE

SECONDARY DATA1. LIBRARY2. BOOKS3. PROJECT

REPORT

DATA COLLECTION

STUDY OF THE MARKET SURVEY A

COMPARISON BETWEEN SPRITE AND

DEW

STUDY OF COKE

PRODUCT

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RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem involving a

study of various steps that are generally adopted by a researcher in study his research

problem, alone with the logic behind it.

This includes:

Defending the research problem

Sampling design

Research design

Method of data collection

Analysis & interpretation

DEFINING THE RESEARCH PROBLEM:

Problem under the study was finding out the comparative study of coke brand preference,

packaging & quantity in Agra Market.

SAMPLING DESIGN:

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SUBMISSION ON

PROJECT REPORT

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Probability sampling design i.e. random sampling was adopted as a definite plan for

obtaining a sample from the population. The selection technique was a stratified random

sapling, restricted probability sampling.

The satisfied random sampling included homogeneous sub population group i.e. five

market starts in the Agra city with an equal sample size of 100 areas from each of these

stratas.

NOTE:-Proportional Allocation Under Which, The Sizes Of The Samples From TheDifferent Strates Are Kept Proportional Of The Sizes Of Strata, Is Not Done, Since Here

The Purpose Of The Study Basically Happens To Be A Comparison Of The Differences

Among The Strates Regarding The Market Position And Consumers Reach.

RESEARCH DESIGN:

An Overall Rigid descriptive research design has been used focusing attention on-

Formulation of objectives of the study

Designing method for the data collection

Selection the sample size

Collecting the data

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Processing and analysis of the data

Reporting the finding.

METHOD OF DATA COLLECTION:

Primary data was originally collected by means of well framed questionnaire i.e.

Consumers questionnaire with relevant questions typed in a definite order to have probe

into the respondents for questionnaires were selected strictly from the Delhi city.

ANALYSIS & INTERPRETATION:

Applying the relevant statistical tools did the analysis and interpretation of the findings

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RESEARCH STUDY

RESEARCH OBJECTIVES

To identify the equity of the brand, Coca-cola.

To illustrate the factors that has a significant impact on equity of brand,

Coca-cola.

To evaluate, if brand equity vary across customers.

To analyze, the impacts in the promotional strategies have on consumers

from the company.

To analyze, the impacts in the strategies from the consumers point of view

Introduction

Coca Cola was inverted and first marketed in 1886. it was named after the

Coca-Leanes and Kola nuts, John pemberton used to make it. Coca Cola has

a truly remarkable heritage. From a humble beginning in 1886, it is now the

flagship brand of the largest manufacturer, market and distribution of non

alcoholic beverages in the world.

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Company profile

The company broadened its horizons when Robert woodruff. The son of a

banker who had acquired the company for $ 25 million in 1919.

Assumed charge in 1923 .He began by upgrading bottling operations, bought

in innovations like a six-bottle carry home carton, and upped advertising

support .It was under woodruff that the brand, known affectionately as coke

by now, associates itself with the sports. A thousand cases of Coca-Cola

accompanied the US Olympic team to the 1928 summer Olympic in

Amsterdam. By the Second World War the company ensured that every

American soldier had access to five-cone Coca-Cola bottle. As the US forces

proceeded to liberate continental Europe from Nazi menace, coca Cola

entrenched it self both at Horne and overseas as a symbol of American

success. Since then, coke seems to have accompanied America to the top of

the worlds economic and political order.

Woodruff initiated the companys commitment 5 the organized global

expansion building 64 overseas-bottling plants during the war. By the

1950s colas was a daily consumption item, stored in households fridges,

which persuaded coca-cola to bring out the drink in bottles of big size.

As the time went by the company brought out some new aerated drink. The

first one, Fanta, appeared on shelves in 1960 .Its birth was an accident. The

companys Germans arms, in an attempt to produce Coca-Cola with out

some key ingredients, turned out an orange flavored drink instead.

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Its on growth welcomed it. While Fanta was being rolled out, the company

bought there way for Coca-cola food.

Several beverage followed the most notable being sprite a lemon lime

developed in the late 1951s and formally launched in the US in 1961 .TAB

a one calorie cola 1963and frescos , low calorie citrus drink in 1966 .By the

decade and coca-cola drinks were selling in aluminum cans too.

In 1975 , the company launched Georgia canned coffee in Japan, Back in the

US, it dabbled in the wins market between 1977 and 1983 only non-cola

products headed for the big time.

In 1982 the company launched what is now considered among the worlds

successful brand extensions Diet Coke. The idea was to retain the loyalty

of the health conscious drinker who loved the taste but hated the calories.

After this, it came out with caffeine free versions of its main drinks. Yet

In the US the company kept losing ground to Pepsi. In 1985, it pioneered a

new cheery flavored colon cherry coke this year is netter remembered for

new coke, a launched was aimed at tackling its archival.

Cokes marketing team was convinced that pepsi charm with them out lay in

its sweeter taste. Considering that coke had grater brand equity, it seemed

fair to assume that reformulated, sweeter cola would smash Pepsi challenge.

Coca-Cola invited over 1.9 lacks statistically selected Americans for blind

taste to make a comparative analysis of the new formula Visa the original

The new one got an overwhelming response.

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With out a second through the company replaced coke with new coke. How

are when placed on shelves, it did not budget. On wide spread protest.

Classic coke had been recalled.

New coke (or Coke II) has been recorded as marketing blunder of epic

proportions. The company did not realize that cokes value had transcended

the physical attribute of taste. The brand through of tampering with coke

hurt the consumers feelings. The good news that the massive show of

support for coke helped the brand reverse its market share loosed to Pepsi

a reasons why some observes say that entire thing was actually just a poly to

whip up a real thing mania.

A truly domed experiment was Break Mate, a Coke-dispersive matching

launched in 1988 that was supposed to offer the drink at a lower per sup

cost. But the company miscalculated the cost of machine and Break Mate

flopped.

In 1991 Coke decided to get more creative advertising. Part of the objective

was to over turn the common belief that pepsi was more imaginative in its

approach to the consumer. So coke split up its $ 200 million (Rs 700 cores)

as accounts between Mc cann Erickson, which had been on its since 1955,

and creative Artist Agency (CAA). Hollywood setup. While Mc cans

campaigns concentrated on other the freshness or originality of the drink,

CAAs were of beat instead of regular sultry images. it came up with a coke

living polar bear.

But Coca-Cola was getting jittery about the future. The share of cola in the

US soft drink market had fallen from peak of 633.6 percent in 1984 to 60.4

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percent in 1991. To safeguard it self the company invaded several new

markets. One was the market ready to drink iced tea, which it entered via a

joint venture with Nestle (brand Nestea)in 1992 another was that for sport

drinks, where it launched power ,where it launched Power ad to attack

Gatorades, from Quarter Oats.

In recant years, the company has fight a host of private label drinks across

the US the rise of which leads many to believe that the days of the great

Brand are numbered. Coke disputes such thinking saying that faceless

entities, how are cheap or taste cannot match the more than 194 other

countries making up the bulk.

The company has about hundred in its portfolio, but coke, Fantail and sprite

account for almost all its sales. In 1994, the real thing coke sold over billion

liters.

For the taste of it; Diet Coke, along with Coca Cola light, sold 8.5 liters,

which makes it the worlds third largest selling drink after regular Coke and

pepsi. In 1994 Fanta and sprite, the two non cola drinks, sold over 6.5 billion

liters each, while sprite is aimed at the independent youngest who doesnt

care what other drink (the ad line; Obey your thirst) Fanta has adopted

characters. Which vary from region to region-to play on the fun theme.

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COCA-COLAIN

INDIA

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VISION OF COCA-COLA

Provide exceptional strategic leadership in the Coca-Cola India System

resulting in consumer and customer preference and loyalty through Coca-

Colas commitment to them, and in a highly profitable Coca-cola corporate

branded beverage system.

MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase the shareowners

value over time. The company accomplishes the mission by customers

through a worldwide system of superior brands and services, thus increasing

brand equity on a globe basis.

Mission of the Coca-cola India

Create consumer products, products, services and communications

customers service and bottling system strategy process and tools in tools in

order to create competitive advantage and deliver superior value to ;-

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Consumers as a superior beverage experience

Consumers as an opportunity to grow profits through the use of finished

drinks.

Bottlers as an opportunity to make reasonable to grow profits and volume .

TCCC as trademark enhancement and positive economic value added.

India society in the form of a contribution to economic and social

development.

Coca-cola in india

After a 16-year absence,

Coca-Cola returned to India in 1993. The Company's presence in India was

cemented in November that year in a deal that gave

Coca-Cola ownership of the nation's top soft-drink brands and bottling

network.

Coca-Cola India has made significant investments to build and continually

improve its business in India, including new production facilities,

wastewater treatment plants, distribution systems and marketing equipment.

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During the past decade, the Coca-Cola system has invested more than US$1

billion in India. As such Coca-Cola is one of the countrys top international

investors. In 2003, Coca-Cola India pledged to invest a further US$100

million in its operations.

Coca-Cola business system directly employs approximately 6,000 local

people in India

In India, we indirectly create employment for more than 125,000 people in

related industries through our vast procurement, supply and distribution

system

Virtually all the goods and services required to produce and market Coca-

Cola locally are made in India.

The Coca-Cola system in India comprises 27 wholly-owned company-

owned bottling operations and another 17 franchisee-owned bottling

operations

A network of 29 contract-packers also manufactures a range of products for

the Company

The complexity of the Indian market is reflected in the distribution fleet,

which includes 10-tonne trucks, open-bay three-wheelers that can navigate

the narrow alleyways of Indian cities, and trademarked tricycles and

pushcarts

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The Coca-Cola business system directly employs approximately 10,000

local people in India. In addition, several independent studies have

documented that, by providing opportunities for local enterprises, the Coca-

Cola business also generates a significant employment multiplier effect. In

India, we indirectly create employment for more than 125,000 people in

related industries through our vast procurement, supply and distribution

syste

BIRTH OF A REGERESHING IDEA : COCA-COLA

John Smyth permberton a pharmacist had discover the Coca-Cola flavor in

the year 1886. Caramel colored syrup the ingredient of the worlds

favorite drink.

THE TERM:COCA-COLA

FRANK m Robinson contributing to the history value of Palmerton section

named the Carmel colored syrup as Coca-Cola penning down those letters in

a style that was to become the highest valued trademark on earth.

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The red on white flow is thus a familiar sight in more than 195 countries

further Robert Woodruff coined the term Coke.

QUALITY

COCA-COLA considers the consistent high quality of our beverages to be one of our

business primary assets. In India, as in each country where we produce our beverages,

the Coca-Cola system adheres not only to national laws on food processing and labeling,

but also to our own strict standards for exceptional quality. In everything we do, from the

selection of ingredients to the production of our beverages and their delivery to the

marketplace, we use our specialized quality management system, The Coca-Cola Quality

System, to ensure that we are offering consumers only the highest quality products. We

monitor our success through our customer and consumer feedback and our in-trade

monitoring programmes, and this information enables us to continuously improve our

already demanding systems

28TH January 1997 saw the launch of QA 2000 in India as novel and interesting

conference at Leela Kempenski, Mumbai and Attended by over 150 delegates from

bottling operation of the Coca-cola system in India.

The speaker put fourth the three quality principal of QA 2000, to ensure that the Coca-

cola company.

Is the symbol of quality around the world?

Delivers continued customer and consumer satisfaction.

Operated as a responsible corporate citizen.

Peter Adam Director Technical, Coca-Cola India, unveiled the all new equation

Q=SMC The explanation is:

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Quality= Satisfy more customer and sell more coca-cola sell more products.

How can improvement of qualities concentrate on target the consumers preference? The

consumer, while making a decision on whether or not but coke product get influence by

the product and the company image.

Product quality of course is the most important factor in the decision process. Besides the

product many other thing s projects the image like;-

Packing .

Bottling.

Vehicles.

Outdoor advertisement.

Rout sales persons.

Merchandise activities .

People at desk.

CONSUMER HEALTH AND SAFTY

IN MINDS:-

Coca-Cola India is committed to public health and safety. Quality framework QA2000

incorporates the principles to operate as a responsible corporate citizen of which public

health is an integral part.

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In recent years seeing that 80% of all soft drinks are consumed on premises that Is on

point of purchase rather that at home Pepsi invested Rs 60 cores in installing 4000

fountain contraption at retail stores countrywide.

Coke in comparison, has gone slow on fountain (a deliberate strategy, says its

exclusives), because there is quality issued that first has to be addressed regarding the

water used on site. This only reaffirms the cokes concern for consumer health.

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MARKETING

STRATEGIES

MARKETING STRATEGIES

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There is 3 As which play an important role in Marketing strategies at Pepsi- Cola

office are as follows:

Availability

Affordability

Acceptability

0 AVILABILITY

The availability of product in market influenced the sale of product highly. If it is

not easily available in the market it may hamper the goodwill of the company.

To make the product easily available in the market, Pepsi-Cola has its own truck

which remain on the road round the clock to meet out the shorten supply and

urgent need can get the supply with in the hour or even every hour if required on

cash down payment.

AFFORDABILITY

The affordable price, price which suits to pocket of general consumer also play an

important role in the marketing strategies of any company.

And for this Pepsi launched its product at very effective price, like 200ml at Rs.5,

300ml at Rs.6, and 2000ml at Rs.35 etc.These are very effective cost to customer.

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ACCEPTABILIY:

Even if price are affordable and is easily available in the market, but not accepted

by the consumers, cant be successful. According to our survey about this product

the Pepsi is acceptable by consumers.

The factors which influence the buying behavior of the consumers are:-

Quality of the product (Taste, color etc)

Advertising

So to make it more acceptable to the consumers, they must look into these factors

successfully such as improving the taste, more stringent, decreasing the sugar

contents, making advertisement more impressive etc.

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COKE SALE STRATIGIES

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The companies think tank strongly believes that soft drink consumption is an impulse

purchase. People never plan for the consumption of a soft drink except some enthusiastic

youngsters. In India 67% of the annual sale is achieved in the months of April, May and

June and rest in the remaining month.

SALE OF PEPSI PRODUCT IN A YEAR

67%

33%%

APRIL MAY & JUNE REST OF YEAR

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POLICIES OF 4Ps

THE COCA-COLA

PRODUCTS

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4Ps POLICIES OF THE COCA-

COLA

0 PRODUCTS

1

2 PRODUCT

There are five lines of products of soft drinks in India that is almost matched with

international quality.

PRODUCT LINEcoca-Cola

200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet) & 330ml. (Cane)

sprite .200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet).200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet)

thumps-up. 200ml, 300ml, 500m. (Pet), 1000ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)200ml, 300ml, 500m. (Pet), 1000ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)

limca. 200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet)200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet)

mazza and fanta. 250ml. & 300ml (Tetra Pack)250ml. & 300ml (Tetra Pack)

kinley (Mineral Water1000 ml.1000 ml.

PLACE

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Pepsi has strong channel of distribution, A few intermediaries command the distribution

work. BOTTLER-------DISTRIBUTOR--------RETAILER--------CONSUMER

By this simple distribution, Pepsi is dining well. The company is trying to reach at every

root of urban, sub-urban, and village areas. The company has succeeded to some extent in

reaching its target.

PROMOTION

In a specific sense sales promotion methods, those sales activities that supplement both

personal selling advertising and co-ordination them and help to make them effective such

as display, shows, and exposition and demonstrations and other non recurrent selling

efforts not in ordinary route.

Pepsi has taken variety of tools and techniques for sales promotion, like for example

sales promotion letters, catalogue, point of purchase, display customer service programs

and demonstration free samples here are some promotional program of Pepsi.

Meaning of retailer

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Retailing includes all activities incident to selling to the ultimate consumers

American definition committee :

Retailing includes all activities directly relate to the sales of goods or services to

ultimate consumer for personal non-business use. William j. stantion

Function of retailers

1). Buying and assembling

2). Warehousing or storing.

3). Selling

4). Credit facilities

5). Risk bearing

6) Graphing and packing

7). Collection of market information

8). Helps in introduction new product

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9). Window display and advertising, etc.

Functions of sales promotion

1). Low unit cost

2). Effective sales support

3). Increased speed of product acceptance

4). Better control

Objectives of sales promotion

A). to introduce new products

B). to attract new customers

C). to increase current sales

D).to improve the public image of them

Sales promotion at dealers level (Retail store)

1). Advertising 2). Store demonstrations 3). Special display and shows 4). Dealer

contest 5) dealer premia.

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Sales promotion schemes at consumers level

1). Coupon 2). Price-off offer 3). Samples 4). Money offer 5). Trading stamps 6).

Different contest 7). Premia

a). SCHEME

Pepsi offered a lot of scheme from March to June for sale s promotion of its product.

These are followings:-

One bottle free on 2 littler 1packs (9Bottles).

100ml free on every 500ml Pet.On Slice Tetra Pack

b).ADVERTISEMENT

Advertisement as a motivator towards consumption of soft dirnks plays important role-

slogans like:-

PEPSI:-

YEHI HAI RIGHT CHOICE BABY

NOTHING OFFICIAL ABOUT IT

DRINK PEPSI AND GET STUFF

AAJADI DIL KI

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YEH, DIL MANGE MORE

YEH PYAS HAI BADI

ZOR KA JATKA DIRE SE

CHITA VHI PITA HAI

PEPSI SAFE NAHI HAI

COKE:-

COKE ADDS LIFE.

COKE IS IT.

ITS THE REAL THING.

ALWAYS COCA-COLA.

EAT MUSIC, SLEEP MUSIC AND DRINK ONLY COCA-COLA

JO CHAHO HO JAYE COCA-COLA ENJOY

I WANT HRITIK AND I WANT COKE.

THANDA MATLAB COCA-COLA.

JIYO THANDA, PIYO THANDA

These punch lines fascinate the people to consume the soft drinks and its also

differentiate the brand.

PRICING

The amount of money charged for a product of services or some of values that

consumers exchange of the benefit of having or using product or services.

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Coca-cola has taken affordable moderate pricing strategy; It is useful pricing strategy

for both the company and the consumer. By this strategy co0mpay can penetrate even in

rural market too, because the company has already caught urban and sub-urban market

consumer can take benefit by its affordable economy price without more considering.

Consumer can purchase it very easily. This pricing strategy is also important of stand

out in cutthroat soft drinks competition.

Coca-Cola has launched his product on this rate:-

Coke , thums-up, limca, sprite,fanta

300ml - Rs.6

200ml - Rs.5

500ml - Rs.15

1000ml - Rs.25

1500ml - Rs.30

2000ml - Rs.35

Mazza 250ml - Rs.7

Tetra Pack - Rs.10

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CONSUMER BUYING BEHAVIOUR

In this concept we will study about all the factors that influence the buying behavior of

the consumer which can be demographic, social cultural & psychological factors.

Factors influencing buying behavior of consumer in soft drink industry are:

AvailabilityAvailability

Preference of the consumersPreference of the consumers

Awareness of BrandAwareness of Brand

IncomeIncome

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PRODUCTPROFILE

PRODUCT PROFILE OF THE COMPANY

There are nine brands of COCA-COLA named as following.

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COKE.

THUMS UP

LIMCA

FANTA

MAZZA

SPRITE

KINLEY WATER

KINLEY SODA

SUNFILL

These nine brands differ in taste; flavors are also in their colors.

COKE: coke is considered to be a cola drinks. It is generally preferred by all

sections of consumer. This is cash cow brand for the company in terms of

sales revenue

.

THUMS UP: Thumps up is also considered to be a cola drink. It is hard in

comparison to coke. All sections of consumers but especially to teen-aggress

prefer it. It is a big source of company to cash its publicity.

LIMCA: Lima is considered to be lemony in taste, and comes under the

category of clouds. It has to yield good sales revenue. Children & women

generally prefer it.

FANTA: Fanta is coming in orange flavours. Children and women prefer

it.

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(5) MAAZA: Maaza is considered to be juicy soft drink because it

contains Mango pulp. This drink is preferred by different segmentconsumers.

SPRITE: Sprit is a transparent lemon drink. It is the 5th best selling soft drink

in the world.

KINLEY WATER: it is launched in late 2000 .It is bottled drinking water. It

contributes 5% coke revenue in India.

KINLEY SODA: These us a soda drink .It has no color and no flavor. It is

generally used with alcohol and used by adults.

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CATEGORIZATION OF INDIAN

SOFT DRINKS

INDIAN SOFT DRINKS are categorized in two types:-.

AERATED SOFT DRINKS

NON-AERATED SOFT DRINKS.

The AERATED SOFT DRINKS, which are marketed in Indian markets,

are:-

A.COLA: - THUMSUP, COKE, SPORT COLA, PEPSI

B.LEMON: - LIMCA, TEEM, MIRINDA LEMON

C.ORANGE: - FANTA, GOLD SPOT, MIRINDA, SRUSH

D.OTHER: - CITRA, LEHAR-7 UP, CANADA DRY.

The NON-AERATED SOFT DRINKS are

MAZZA

SLICE

FROOTI, JUMPIN.

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ADVERTISEMENT AND PUNCH

LINE OF COCA-COLA

Id like to start with what is according to me plain and simple but true...

Coke was the Original Cola drink... And Pepsi has been and always will be...

a distant second.

There are a number of opinions up here... but most of them (especially the

pro-pepsi ones) seem to be missing ONE major fact. Lets not all forget when

Coke was re-introduced to the Indian market in the 90s, one very common

remark was the taste difference between the Coke here and the Coke some ofus have had the privilege of tasting in other countries. Even the Middle

Eastern cans (the ones with the Arabic script) that used to be available here

at exorbitant prices before the introduction of Coke had a very significant

taste difference. Like everything else India is useless at making Cola too. So

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a comparison between two products on a worldwide forum such as this one

really wouldnt be sensible because the products clearly differ from place to

place.

Pepsi, in India has the best brand ambassadors (mass appeal wise... not for

me though... heheh). Amitabh Bachchan and Sachin Tendulkar have a crazy

number of fans all over the country. Ive heard something about Amitabh

being worshipped by a small African tribe as well (true?).

The Advertisement campaign for the Coca Cola company has been pretty

aggressive in the past... However they only used it to attract customers after

the introduction of Sprite and to revive the now dying Thums-up. However

Pepsis recent aggressive marketing really isnt in good taste for the simple

reason that its not like they need to go to such extremes, but they still did.

Healthy competition is always good between top contenders but theres no

real reason to stoop down to this kind of level when things are not really

going that badly.

But nevertheless the Red vs. Blue battle has raged on for a really long time

now, opinions will always differs... but from the looks of things (including

the ratings on this site itself). It looks like Coke still has the upper hand.

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BRAND AMBASSDOR

Coca-Cola have signed on various celebrities including movie stars such as

Akshay Kumar,Sharukh Khan,Riya Sen,Genellia Dsouza cricketers such as

Gautam Gambhir,Virendra Sehwag southern celebrities like Vijay in the past

and today.

PUNCHLINE

COCA COLA JO CHAHE HO JAYE- - - -

ENJOY!

COCA COLA LIFE TASTES GOOD

COCA COLA ALWAYS THE REAL

THING

COCA COLA PYAR MOHABBAT

COCA COLA

COCA COLA THANDA MATLAB

COCA COLA

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COCA COLA SHARING HAPPINESS

THUMS UP TASTE THE THUNDER

LIMCA LEMONI LIME LIMCA

KINLEY PURE DRINKIN

WATER

SPRITE NO WAKWAS SIDHI

BAT

MAAZA BINA GUTHILI WAL

AAM

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FINDINGAND

ANALYSIS

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FINDINGS ARE BASED ON CONSUMER

RESPONOES

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W H IC H C O L A D O Y O U P

C 0 K

6 0 %

P E P

3 5 %

O T H E R

5 %

C 0 K E P E P S I O T H E R

FINDINGS:-

60% PEOPLE PREFER TO TAKE COKE AS A BRAND.

35% PEOPLE PREFER TO TAKE PEPSI.

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DOES ADVERTISEMENT EFFECT

YOUR CHOICE?

35%

40%

25%

YES NO SOMETIMES

Findings:-

40% people say there is no effect of advertising on their

consumption of soft drinks.35% people say there is effect of advertisement, becoz of favorite celebrity

or role model.

25% say sometime its affect like in cricket season or any other occasion

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Findings:-

60% people prefer to take cola (coke, Pepsi, thums-up), where as

20% people prefer to take cloudy lime (limca, m.lemon), where as

10% people prefer to take orange flavor (m. orange, fanta), where

as

5% people only prefer to take mango and clear lime flavor.

70

15 15

0

10

20

30

40

50

60

70

WHY DO YOU LIKE IT?

BECAUSE OF TASTE BECAUSE OF SPECIAL AD

BECAUSE OF CELEBRITY

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Findings:-

70% people say they prefer any brand because of taste,

30% people say they like the brand because of the favorite celebrity and a

special advertisement.

Findings:-

52% people say that Pepsi advertising is better than the coke

advertisement. Whereas 35% say that coke ad is better, where as 13% say

there is very confusion because both are best.

FINDINGS BASED ON RESPONSE OF

RETAILERS

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WHICH PRODUCTS IS HIGHLY

DEMANDED?

PEPSI

40%

COKE

60%

PEPSI COKE

FINDINGS:-

60 % retailer say coke is highly demanded by consumer. Whereas 40% say

Pepsi is highly demanded by consumer.

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WHICH COMPANY IS MORE

SATISFIED IN DELIVERY SYSTEM?

40%

45%

15%

PEPSI COKE NO ANY

FINDINGS:- 45% retailers say that coca-cola company is more better in

delivery system, where as 40% in favor of Pepsi company, whereas 15%

retailers are not satisfied by both the company in term of delivery system.

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WHICH COMPANY IS MORE

SATISFIED IN RELATIONSHIP?

40%

45%

15%

PEPSI COKE NO ANY

RELATIONSHIPS MEAN A RELATION BETWEEN THE COMPANY

AND RETAILER.

FINDINGS:-

45% retailer says that coke has a better relation ship with us. where as 40%

in favor of Pepsi and 15% in no any.

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WHICH COMPANY IS BETTER IN

PROBLEM SHOOTING?

35%

50%

15%

PEPSI COKE NO ANY

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FINDINGS:-

. 50% Retailer say that Coke Company is faster than pepsi in

shooting of our problem related to the maintenance

Of visi cooler freeze or in delivery of product.

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WHICH COMPANY IS GIVING

PROPER SCHEME?

PEPSI

35%

COKE

55%

NO ANY

10%

PEPSI COKE NO ANY

FINDINGS:-

55%Retailers say that coke is better than pepsi in distributing the schme,

Where as 35% in favor of pepsi, where as 10%say both are not giving the

proper schme.

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50

13.4

0

10

20

30

40

50

solute %

Strongly Aware Aware Some wha

Aware

Value labe ls

ANALYSISConsumers/Customers

Female and Male respondents age group 15 25 yrs

1. Are you aware of colas?

Value labels Value Absolute

frequency

Absolute

%

Valid % Cumulative

%

Strongly aware 1 15 50 50 65

Aware 2 11 36.6 36.6 46.6

Somewhat aware 3 4 13.4 13.4 13.8

Not aware 4 0 0 0 0

No response 9 0 0 0 0

Total 30 100 100

Conclusion

From 30 respondents of age group 15-25 yrs, average response is that

respondents are aware of cola.

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2. How often do you use cola?


frequency

Absolute % Valid % Cumulative

%

Daily 1 5 16.6 16.6 16.6

Once in 2 to 3 days 2 7 23.4 23.4 40

Once in week 3 9 30 30 70

Do not use 4 9 30 30 100

No response 9 0 0 0

Total 30 100 100

Conclusion

From 30 respondents of age group 15-25 yrs, 30% are once in a week users,

23.4% are once in 2 to 3 days, 16.6% are daily users 30% dont use.

30

23.4

16.6

0

5

10

15

20

25

30

Absolute %

Once 2 - 3 days Daily

Value labe ls

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Q.3. Are you satisfied with the services (taste and packaging)


frequency

Absolute % Valid

%

Cumulative

%

Highly satisfied 1 4 13.3 18.18 18.18

Some what

satisfied

2 15 50 68.18 86.36

Slightly satisfied 3 2 6.67 9.10 15.46

Not satisfied 4 1 3.33 4.54 100

No response 9 8 26.6 Missi

ng

Total 100 100

Conclusion

From 30 respondents of age group 15-25 yrs, average response is that

respondents are satisfied with the services.

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18.18

86.36

15.46

0

20

40

60

80

100

Absolute %

Highly Satisified Somewhat

satisfieid

Slightly

Value label

Q.4. When you talk of soft drink which all brands comes to your mind?


frequency


%

Coca-Cola 1 7 23.4 23.4 23.4

Pepsi 2 11 36.6 36.6 60

Miranda 1 4 13.3 18.18 18.18

R.C. Cola 3 2 6.67 9.10 15.46

Thumps-Up 3 5 16.6 16.6 76.6

No response 9 0

Total 30 100

Conclusion

From 30 respondents of age group 15-25 yrs, 23.4% prefer Coca-Cola and

36.6% prefer Pepsi and 16.6% prefer Thumps-Up.

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Conclusion

From 30 respondents age group 15-25 yrs 23.4% says they do change the

brand of the drink.

23.4

16.6

0

5

10

15

20

25

Absolute %

Yes No

Value Labels

3-D Column 1

3-D Column 2

3-D Column 3

3-D Column 4

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Q.6. What according to you are the most attractive attributes associated with

Coca-Cola that makes it a better brand than others?


frequency


%

Availability 1 5 16.6 16.6 16.6

Indianisation of the

brand

2 7 23.4 23.4 40

Advertising 3 9 30 30 70

Promotional

activities

4 9 30 30 100

Conclusion:

From 30 respondents of age group 15-25 yrs, 30 % respondents believe that

both advertising and promotional activitiesare the most attractive attributes

associated with Coca-Cola that makes it a better brand than others

Q.7. How you rate Coca-Cola in respect is other Colas?

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frequency


%

Packing Attractive 1 4 13.3 18.18 18.18

Popular

Availability

2 15 50 68.18 86.36

No response 9 8 26.6 Missing

Conclusion

For 30 respondents of age group 15-25 yrs 68.18 % respondent rate Coca-

Cola popular in respect other Cola

18.8

68.8

0

10

20

30

40

50

60

70

Absolute %

Packing Attractive Popular

Value label

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Q.8. Do you agree that advertising in electronic media, newspapers and

Magazines help in buying decision of consumers?


frequency


%

Strongly agree 1 8 26.6 26.6 26.6

Agree 2 18 60 60 86.6

Some what agree 3 2 6.7 6.7 93.3

Do not agree 4 2 6.7 6.7 100

No response 9 0 0 0

Total 30 100 100

Conclusion

From 30 respondents of age group 15-25 yrs, average respondent agree that

advertising ion Electronic media, Newspapers and magazines, help in buying

decisions of consumers

26.6

60

6.7

0

10

20

30

40

50

60

Absolute %

Strongly Agree Agree Somewhat agree

Value label

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Q.9. Do you remember any tagline of Coca-Cola?


frequency


%

Thanda Matlab

Coca-Cola

1 15 50 50 65

Life Ho To Aisi 2 11 36.6 36.6 46.6

The real thing 3 4 13.4 13.4 13.8

No response 9 0 0 0

Conclusion

From 30 respondents of age group 15-25 yrs 50% respondents remember the

tab line Thanda Matlab Coca-Cola.

50

36.6

13.4

0

10

20

30

40

50

Absolute %

Thana Matlab

Coca-Cola

Life Ho To Aisi The Real Thing

Value Labels

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Q.10. How you perceive the brand Coca-Cola?


frequency


%

Thanda 1 8 26.6 26.6 26.6

Connected 2 18 60 60 86.6

No response 9 0 0 0

Conclusion

From 30 respondents of age group of 15-25 yrs, 60% perceive Coca-Cola as

connected brand.

0

10

20

30

40

50

60

Absolute%

Thanda Connected

Value labels

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CONCLUSIONS

Without a brand name and all of marketing that have gone into it, Coca-Cola

would be nothing more than flavored water. One to the companys long term

marketing efforts and protect, enhancement and marketing of their brand

name, Coca-Cola is one of the most recognizable brands in the world.

Advertisements and sales promotion, the main promotional tools used by the

company have helped the brand considerably to create a favourable market

share for itself. The company has finally understood the Indian market and

changed its promotional strategies to suit the divertive of Indian market.

After identifying the passion areas of an Indian consumer, the brand has

come on the same attitudinal plane as the consumer.

Changing its advertisement strategy has helped the brand identify with its

target marketing and communicate its message through the audience

affectively. The consumer can identity with the present advertisements of the

brand, but the earlier advertisement. Made coke appear as a foreign brand

Indian consumer could now identify with advertisement and due to this

reason Coca-cola could connect itself with the target audience. Coca-Cola

effort is to become a part of Indian consumers everyday life by associating

itself with energy passion of the country. The 2003 edition.

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Interbrand Business week Best Global Brand survey shows like 2002, Coca-

Cola leads the charge during 2003 as well. In individual rankings the real

thing has known its might once again Coca Cola topped with a brand value

of $ 70.4 bn, Coca-Cola has gained 10% over its 2002 value of $69.6 bn.

Interestingly, the brand has been gaining 10% value in every year.

Years of marketing, image building, brand marketing and quality

manufacturing has lead consumers to assure a high level in everything they

produce.

Product placement was named among the best in the world by Brand

Republic. In early 2003, Coca-Cola India collected advertiser of the Year

and campaign of the year awards for the Thanda Matlab Coca-Cola all

media campaign the company taking up firsts in the introduction of canned

and PET soft drinks, vending machines and back pack dispenses for crowds

of cricket supporters. Despite of big achievements research tells, in thecompetitive content, Coca-Cola precede Pepsi. The important findings are:

1.Among the Colas, Pepsi is more popular man Coca-Cola

2.While making purchase decision the customer is most sensitive to the

brand name, followed by quality by brand name customer mean a reputed

company having goodwill like Coca-Cola.

1.Most of the outlets visited were multi-branded

2.Among the total dealers covered maximum dealers were stocking Pepsi,

followed by Coca Cola and Thumps-Up

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1. According to most of the customer they prefer Pepsi followed by

Coca-Cola over the brands.

2. Most of the dealers prefer to sell Coca-Cola followed by Pepsi to the

customer because of varied reasons like best quality available,

reputation of the brand, market share held by these brands, profit

margin of their, full and easy replacement for any defect, competitive

prices and good relation with company for the past so many years.

3. According to most dealers and consumers both Pepsi and Coca-Cola

are hottest selling brand, followed by Thumps-Up, Fanta etc. clearly

holding more than 59% of sales in the market.

4. Most of the dealers dont face any complaints from consumers in any

brand.

5. Most of the dealers get 100% replacement

6. Most of the dealers have an average sales of 50 to 100 units everymonth at the outlets.

7. Sale is increasing because of the fact that the outlets were multi

branded due to better quality and customer demand.

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RECOMMENDATIONS

There should be more research and development to outplay of the product

Price

Pricing strategies plays an important role brand decisions. Thus, the prices

should be competitive then than other brands

Place

Cola purchase descriptions are influenced by a large extend by customers

choice and since most of the dealers are multi-branded my tend to promote

the product for which they get maximum margins. Thus to avoid this

situation maximum sales should be achieved through retail outlets for which

opening of a chain of exclusive dealer network is required.

Promotion

As cola market is facing tough competition from other brands, Coke should

focus in product awareness and product preference advertising.

1.Customers should be involved in developing strategies, providing

feedback and strengthening customer relations, so that market network

improves qualitatively as well as quantitatively in undertaking and building

2.relation with customers which leads to acceptance and goodwill of the

company.

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Dealers incentives should be increased to boost sales

1.As many respondents stated that they prefer colas. The aspect of

coke being preferred should be highlighted in advertising and

promotional campaigns. So advertisement with emotional appeal in

Indian content should be related build a brand image. This is the man

reason why the advertising campaigns of other cola shown now a days

are highlighted appreciated by majority of people and it has increased

the awareness.

2.According to respondents advertising and logo concept plays major

role in awareness about the product, so should also do more

aggressive advertising campaign should be there which matches the

product

3.Attractive free gifts and festive discounts should be offered to boost

sales

4.Attractive bill boards and hoardings should be placed at a no of

places and environmental green message should be conveyed.

5.Should sponsor popular programs on sport channels, star plus etc.

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BIBLIOGRAPHY

J. Thomas Russell, W. Ronald Lane, Kleppners Advertising procedure

(Prentice Hall, Inc, 1996) p 83-95.

David A. Aaker, Managing Brand Equity, (The Free Press, 1991).

WEBSITES

www.nse_india .com/equity

www.bse_india .com / equity

http://timesofindia.indiatimes.com/articleshow/

http://en.wikipedia.org/wiki/

www.cokecce.com

www.coca-colaindia.com

www.coca-cola.com

www.agencyfags.com

Brand Equity Supplement with Economic Times

Catalyst Supplement with The Hindu

Strategist Supplement with The Business Times

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http://timesofindia.indiatimes.com/articleshow/http://en.wikipedia.org/wiki/http://www.cokecce.com/http://www.coca-colaindia.com/http://www.coca-cola.com/http://www.agencyfags.com/http://en.wikipedia.org/wiki/http://www.cokecce.com/http://www.coca-colaindia.com/http://www.coca-cola.com/http://www.agencyfags.com/http://timesofindia.indiatimes.com/articleshow/

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Name: - Area:-

Que.1. which cola do you like?

A) Pepsi b) coke

Que.2. which flavors do you mostly like? (Rank it)

A) PEPSI b) COKE

Pepsi-cola coca-cola

Dew spirit

7up coke-vanilla

Lemon mirinda limca

Orange mirinda fanta

Slice maaza

Diet diet

Thumps-up

Que.3. why do you like its?

a) Bcoz of test b) bcoz of special advertisement

c) Bcoz of your favorite celebrity (brand ambassador)

Que.4. have you tried the dew/sprite? (Y/n)

Que.5. which one is best in taste?

a) Dew b) sprite

Que.6. what you want to improve in sprite?

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a)pepsi flavour b)cokeflavour

Que.3. Which product is highly demanded by consumer?

a)pepsi b)coca cola

Que4. Infrastructure of csd in canteen:-

Pepsi Coca-cola

Empty

Vision/Oyc

Icebox

Sinage

Que.5. Daily Average Sale:-

Pepsi Coca-cola Rate/bottle

200ml

300ml

500ml

2 litre

Water

Que.6. do you sell dew/sprite? Y/N

Que.7. which one is highly demanded by comsumers?

a)dew b)sprite

Que.8. if company provides any offer or schemes , will it be increase your sales of the

sprite?Y/N

Que.9. More satisfied by delivery system:-

a) Pepsi b) coca-cola

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Que.10.More satisfied by relationship:-

a)Pepsi b)coca-cola

Que.11. More helpful in problem shooting:-

a)pepsi b)coca-cola

Que.12. Proper execution in scheme:-

a)pepsi b)coca-cola

Que.13. Sales depend on:-

a)Availability of flavours b) Based on consumer demand

coca cola 72

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