project of coca cola consumer reference

8/12/2019 Project of Coca Cola Consumer Reference

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A PROJECT REPORT

ON

A STUDY OF CONSUMER PREFERENCE

REGARDING COCA COLA & ITS PRODUCT

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EXECUTIVE SUMMARY

Project work in any organization is an attempt to provide the student a practical

Input and Exposure to the Real world situation in which he has to work in future.

My project work is to study the consumer preference regarding oca!ola and its

product. "his project work provided me# was a survey title $ased on E.%.&.' Every

%ealer &urvey(. It was to find out the Effect of Merchandising and Route

)ssessment on Productivity*&ales# )vaila$ility of product# M+". ondition# %emand

, supply of product# %istri$ution hannel# ooler display# -arm display across

various outlets in )sansol and %urgapur. "he Extract of the work is presented in

this report under various headings as# Introduction# ompanys Profile# Project

Introduction# Methodology# %ata analysis# &uggestions and onclusions.

"his report provides me a chance to study and analyse the practical aspects of the

topic. It enhanced my knowledge in the field of marketing. "his project also gave

me the chance to improve logical thinking and interacting patterns. -hile working

on the project# we came to know a$out the latest marketing strategies and trends

prevailing in the market. "he way of selling and distri$ution network of oca ola

was different.

Moreover the project also discusses the analysis of competition# market growth and

trend# opportunity analysis and strategies for creating competitive advantage

adopted $y /oca ola.

I will like to add that the project will provide the readers and listeners very high

profile information a$out the marketing strategies as a whole and also a$out the

oca ola ompany. "herefore the company is the glo$al market leader among all

$everages in 01stcentury.

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INTRODUCTION TO

"he oca!ola ompany exists to $enefit and refresh everyone it touches.oca!ola# the product that has given the world its $est! known taste was $orn in

)tlanta# 2eorgia on May 3# 1334. oca!ola ompany is the worlds leading

manufacturer# Marketer and distri$utor of non!alcoholic $everage concentrates and

syrups# used to produce nearly 566 $everage

$rands. "he corporate head7uarters are in

)tlanta# with local operations in over 066

countries around the world. "he oca!ola

ompany $egan $uilding its glo$al network in

the 1806s.oca!ola system has successfully

applied a formula on a glo$al scale 9Provide a

moment of refreshment for small amount of

money a $illion times a day:.

-hen launched oca!ola two key ingredients were cocaine ';enzoyl

Methylecgonine( and caffeine. "he cocaine was derived from the cocaleaf and the

caffeine from kola nut# leading to the name oca!ola 'the


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Pem$erton claimed oca!ola cured many diseases# including morphine

addiction# dyspepsia# neurasthenia# headache#and impotence.

Pem$erton ran the first advertisement for the $everage on May 08 of the same

year in the)tlanta ?ournal. "he company was formed to sell three main productsF

Pem$erton@s Arench -ine ola 'later known as oca!ola(# Pem$erton@s Indian

Hueen Bair %ye# and Pem$erton@s 2lo$e Alower ough &yrup. "he oca!ola

formula and $rand was $ought in 1338 $y )sa andlerwho incorporated "he

oca!ola ompany in 1380.

In 1380 andler incorporated a second company# "he oca!ola ompany

'the current corporation(# oca!ola was sold in $ottlesfor the first time on March

10# 1385. "he first Outdoor walladvertisementwas painted in the same year as

well in artersville# 2eorgia.)Dof oke first appeared in 18JJ. Gn Ae$ruary >#

066J# the oca!ola ompany announced that in the second 7uarter of 066J they

planned to launch a %iet oke product sweetened with the artificial sweetenersucralose# the same sweetener currently used in Pepsi Gne. Gn March 01# 066J# it

announced another diet product# oca!ola Kero# sweetened partly with a $lend of

aspartameand acesulfame potassium. Gn ?uly J# 066J# it was revealed that oca!

ola would resume operations in Ira7 for the first time since the )ra$ League

$oycotted the company in 1843.In India# oca!ola ranked third $ehind the leader#

Pepsi!ola# and local drink "hums =p. "he oca!ola ompany purchased

"hums =pin 188. )s of 0665# oca!ola held a 46.8N market!share in India.oca!ola was the first commercial sponsor of the Glympic

games# at the 1803 games in )msterdam# and has $een an

Glympics sponsor ever since. &pecial aluminum bottledesigned

exclusively for the Cancouver 0616 Glympic -inter 2ames"orch

Relay.

"his corporate sponsorship included the 1884 &ummer Glympics

hosted in )tlanta# which allowed oca!ola to spotlight its

hometown.

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http://en.wikipedia.org/wiki/Morphinehttp://en.wikipedia.org/wiki/Dyspepsiahttp://en.wikipedia.org/wiki/Neurastheniahttp://en.wikipedia.org/wiki/Headachehttp://en.wikipedia.org/wiki/Impotencehttp://en.wikipedia.org/wiki/Atlanta_Journalhttp://en.wikipedia.org/wiki/Asa_Candlerhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Bottlehttp://en.wikipedia.org/wiki/Cartersville,_Georgiahttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Pepsi_Onehttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Acesulfame_potassiumhttp://en.wikipedia.org/wiki/Iraqhttp://en.wikipedia.org/wiki/Arab_Leaguehttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/1928_Summer_Olympicshttp://en.wikipedia.org/wiki/Amsterdamhttp://en.wikipedia.org/wiki/2010_Winter_Olympicshttp://en.wikipedia.org/wiki/2010_Winter_Olympics_torch_relayhttp://en.wikipedia.org/wiki/2010_Winter_Olympics_torch_relayhttp://en.wikipedia.org/wiki/1996_Summer_Olympicshttp://en.wikipedia.org/wiki/Atlantahttp://en.wikipedia.org/wiki/Morphinehttp://en.wikipedia.org/wiki/Dyspepsiahttp://en.wikipedia.org/wiki/Neurastheniahttp://en.wikipedia.org/wiki/Headachehttp://en.wikipedia.org/wiki/Impotencehttp://en.wikipedia.org/wiki/Atlanta_Journalhttp://en.wikipedia.org/wiki/Asa_Candlerhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Bottlehttp://en.wikipedia.org/wiki/Cartersville,_Georgiahttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Sucralosehttp://en.wikipedia.org/wiki/Pepsi_Onehttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Aspartamehttp://en.wikipedia.org/wiki/Acesulfame_potassiumhttp://en.wikipedia.org/wiki/Iraqhttp://en.wikipedia.org/wiki/Arab_Leaguehttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/Olympic_Gameshttp://en.wikipedia.org/wiki/1928_Summer_Olympicshttp://en.wikipedia.org/wiki/Amsterdamhttp://en.wikipedia.org/wiki/2010_Winter_Olympicshttp://en.wikipedia.org/wiki/2010_Winter_Olympics_torch_relayhttp://en.wikipedia.org/wiki/2010_Winter_Olympics_torch_relayhttp://en.wikipedia.org/wiki/1996_Summer_Olympicshttp://en.wikipedia.org/wiki/Atlanta


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&ince 18>3# oca!ola has sponsored each AIA) -orld up# and other

competitions organized $y AIA). In fact# one AIA) tournament trophy# the AIA)

-orld outh hampionship from "unisiain 18>> to Malaysiain 188># was called


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"he typefaceused# known as &penserian script# was developed in the mid 18th

century and was the dominant form of formal handwriting in the =nited &tates

during that period.

Ro$inson also played a significant role in early oca!ola advertising. Bispromotional suggestions to Pem$erton included giving away thousands of free

drink coupons and plastering the city of)tlantawith pu$licity $anners and streetcar

signs.

T2e 'orld3s Most *ower"ul (rand

Inter $rands 2lo$al ;rand &corecard for 066 ranked oca!ola the Q1 ;rand in

the -orld# estimated its $rand value at >6.5J $illion ."he rankings methodology

determined a $rands valuation on the $asis of how much it was likely to earn in the

future# distilling the percentage of revenues that could $e credited to the $rand# and

assessing the $rands strength to determine the risk of future earnings forecasts.

onsiderations included market leadership# sta$ility# and glo$al reach#

incorporating its a$ility to cross $oth geographical and cultural $orders.

Arom the $eginning# oke understood the importance of $randing and the creation

of a distinct personality. Its catchy# well!liked slogans '9Its the real thing: '1850#

1848(# 9"hings go $etter with oke: '184(# 9oke is it: '1830(# 9ant $eat the

Aeeling: '183>(# and a 1880 return to 9ant $eat the real thing:( linked that

personality to the core values of each generation and esta$lished oke as the

authentic# relevant# and trusted refreshment of choice across the decades and

around the glo$e.

MANI!ESTO !OR &RO'T#

"o Refresh the worldSSS..In $ody# mind and spirit.

"o Inspire Moments of GptimismS."hrough our $rands and our actions.

"o reate Calue and Make a %ifferenceS.Everywhere we engage.

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http://en.wikipedia.org/wiki/Typefacehttp://en.wikipedia.org/wiki/Spencerian_Scripthttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Atlantahttp://en.wikipedia.org/wiki/Streetcarhttp://en.wikipedia.org/wiki/Typefacehttp://en.wikipedia.org/wiki/Spencerian_Scripthttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Atlantahttp://en.wikipedia.org/wiki/Streetcar


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"o achieve sustaina$le growth# we have esta$lished a vision with clear goals.

Profit

People

Portfolio

Partners

Planet

Maximizing return to shareowners while $eing mindful of our overall

responsi$ilities.

;eing a great place to work where people are inspired to $e the $est they

can $e.

;ringing to the world portfolios of $everage $rands that anticipate satisfy

peoplesT desires and needs.

Durturing a winning network of partners and $uilding mutual loyalty.

;eing a responsi$le glo$al citizen that makes a difference.

VA%UES4

Gur values serve as a compass for our actions and descri$e how we $ehave in the world.

%eaders2i5

Collaboration

Interit6

A77ountabilit6

*assion

Diversit6

8ualit6

"he courage to shape a $etter future

Leverage collective genius

;e real

If it is to $e# it@s up to me

ommitted in heart and mind

)s inclusive as our $rands

-hat we do# we do well

Two t65es o" bottlers4

)( AG;G U Aranchised owned $ottling operations.

;( G;G U ompany owned $ottling operations.

!ran72ised 5rodu7tion model

In 1388# it franchised its $ottling operations in the =.&.# growing 7uickly to reach

>6 franchisees $y 1816."he company operates a franchiseddistri$ution system

dating from 1338 where "he oca!ola ompany only produces syrup concentrate

which is then sold to various $ottlersthroughout the world who hold an exclusive

territory.

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http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Bottler_(company)http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Bottler_(company)


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"he company produces concentrate# which is then sold to licensed oca!ola

$ottlers throughout the world. "he $ottlers# who hold territorially exclusive contracts

with the company# produce finished product in cans and $ottles from the

concentrate in com$ination with filtered water and sweeteners. "he $ottlers then

sell# distri$ute and merchandise oca!ola to retail stores and vending machines.

&uch $ottlers include oca!ola Enterprises# which is the largest single oca!ola

$ottler in Dorth )merica and -estern Europe. "he oca!ola ompany also sells

concentrate for soda fountainsto major restaurants and food servicedistri$utors.

In general# "he oca!ola ompany '"( and*or su$sidiaries only produces

'or produce( syrup concentrate which is then sold to various $ottlers throughout the

world who hold a oca!ola franchise. oca!ola $ottlers# who hold territoriallyexclusive contracts with the company# produce finished product in cans and $ottles

from the concentrate in com$ination with filtered water and sweeteners. "he

$ottlers then sell# distri$ute and merchandise the resulting oca!ola product to

retail stores# vending machines# restaurants and food service distri$utors.

Gne nota$le exception to this general relationship $etween " and $ottlers is

fountain syrups in the =nited &tates# where " $ypasses $ottlers and is

responsi$le for the manufacture and sale of fountain syrups directly to authorized

fountain wholesalers and some fountain retailers.

"he oca!ola ompany only produces a syrup concentrate# which it sells to

$ottlers throughout the world# who hold oca!ola franchises for one or more

geographical areas. "he $ottlers produce the final drink $y mixing the syrup with

filtered water and sweeteners# and then car$onate it $efore putting it in cans and

$ottles# which the $ottlers then sell and distri$ute to retail stores# vendingmachines# restaurants and food service distri$utors.

"he oca!ola ompany owns minority shares in some of its largest franchises#

like oca!ola Enterprises# oca!ola )matil# oca!ola Bellenic ;ottling

ompany'B;( and oca!ola AEM&)# $ut fully independent $ottlers produce

almost half of the volume sold in the world. Independent $ottlers are allowed to

sweeten the drink according to local tastes.

"he $ottling plant in &kopje# Macedonia# received the 0668 award for


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Indian #istor6

India is home to one of the most ancient cultures in the world dating $ack over

J666 years. )t the $eginning of the twenty!first century# twenty!six different

languages were spoken across India# 6N of the population knew English# and

greater than 56N were illiterate. )t this time# the nation was in the midst of great

transition and the dichotomy $etween the old India and the new was stark.

Remnants of the caste system existed alongside the worlds top engineering

schools and growing metropolises as the historically agricultural economy shifted

into the services sector. In the process# India had created the worlds largest

middleclass# second only to hina.

) ;ritish colony since 1>48 when the East India ompany gained control of all

European trade in the nation# India gained its independence in 185> under

Mahatma 2handi and his principles of non!violence and self!reliance. In the

decades that followed# self!reliance was taken to the extreme as many Indians

$elieved that economic independence was necessary to $e truly independent. )s a

result# the economy was increasingly regulated and many sectors were restricted

to the pu$lic sector. "his movement reached its peak in 18>> when the ?antaparty

government came to power and oca!ola was thrown out of the country.

In INDIA

oca!ola was the leading soft drink $rand in India until 18>> when it left rather

than reveals its formula to the government and reduces its e7uity stake as re7uired

under the Aoreign Exchange Regulation )ct 'AER)( which governed the

operations of foreign companies in India. )fter a 14!year a$sence# oca!ola

returned to India in 188# cementing its presence with a deal that gave oca!ola

ownership of the nation@s top soft!drink $rands and $ottling network. okes

ac7uisition of local Popular Indian $rands including "hums =p 'the most trusted

$rand in India01(# Limca# Maaza# itra and 2old &pot provided not only physical

manufacturing# $ottling# and distri$ution assets $ut also strong consumer

preference. "his com$ination of local and glo$al $rands ena$led oca!ola to

exploit the $enefits of glo$al $randing and glo$al trends in tastes while also tapping

into traditional domestic markets.9


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Leading Indian $rands joined the ompany@s international family of $rands#

including oca!ola# diet oke# &prite and Aanta# plus the &chweppes product

range. In 0666# the company launched the +inley water $rand and in 0661# &hock

energy drink and the powdered concentrate &unfill hit the market. -hile "he oca!

ola ompany is a glo$al company with some of the world@s most widely $rands#

the oca!ola $usiness in India# as in each country where it operates# is a local

$usiness.

)fter a 14!years a$sence# oca!ola returned to India in 188. "he ompany@s

presence in India was cemented in Dovem$er that year in a deal that gave oca!

ola ownership of the nation@s top soft!drink $rands and $ottling network. oca!

ola India has made significant investments to $uild and continually improve its

$usiness in India# including new production facilities# wastewater treatment plants#

and distri$ution systems and marketing e7uipment

%uring the past decade# the oca!ola system has invested more than =& 1

$illion in India oca!ola is one of the country@s top international investors $y066T oca!ola

India had won the prestigious -oodruff up from among 00 divisions of the

ompany $ased on three $road parameters of volume# profita$ility# and 7uality.

In 066# oca!ola India pledged to invest a further =&166 million in its

operations

In India# we indirectly create employment for more than 10J#666 people in related

industries through our vast procurement# supply and distri$ution system

Cirtually all the goods and services re7uired to produce and market oca!ola

locally are made in India

"he oca!ola system in India comprises 0> wholly!owned company!owned

$ottling operations and another 1> franchisee!owned $ottling operations.

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) network of 08 contract!packers also manufactures a range of products for the

ompany

"he complexity of the Indian market is reflected in the distri$ution fleet# which

includes 16!tonne trucks# open!$ay three!wheelers that can navigate the narrow

alleyways of Indian cities# and trademarked tricycles and pushcarts.

"he complete manufacturing process had a documented 7uality control and

assurance program including over 566 tests performed throughout the process.

-e will colla$orate creatively with those who sell our products in the

marketplace# developing relationships $uilt on mutual success# not only from our

$rands# $ut also from our services.

RankingF -e own 5 of the worlds top J non!alcoholic sparkling $everage $randsF

oca!ola# %iet oke# &prite and Aanta.

CO,E (RANDS IN INDIAN ORI&IN

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COCA$CO%A4

%eveloped in a $rass pot in 1334# oca!ola is the most recognized and admired

trademark around the glo$e. Dot to mention the $est selling soft drink in the world.

S*RITE4 In 1841# a citrus!flavored drink made its =.&.

de$ut# using


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It is an Ice ream in taste. Launched in 0665.

%IMCA4

"his is thirst!7uenching $everage features a fresh and light

lemon!lime taste and a lighthearted attitude. "he Limca

$rand was introduced in 18>1 and ac7uired $y the oca!

ola ompany in 188.

MAA9A 4

Maaza# launched in 1835 and ac7uired $y "he oca!ola

ompany in 188# is a non car$onated mango soft drink

with a rich# juicy m natural mango taste.

T#UM*S U*F

In 188# "he oca!ola ompany ac7uired this $rand#

which was originally introduced in 18>>. Its strong and fizzy

taste makes it uni7ue car$onated Indian ola.

,IN%EY 'ATERF

"his is thirst!7uenching $everage features fresh the fresh

water with the saturated oxygen level.

SUN!I%%F

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"his is thirst!7uenching $everage features a fresh and light orange taste and a

lighthearted attitude.

VISION

"he long!term vision of oca!ola in India is to provide exceptional strategic

lead to the oca!ola in India.

"hrough oca!ola system resulting in consumer , customer preference

and loyalty through oca!ola is commitment to them and in a highly

profita$le oca!ola orporate $randed $everage system.

MISSION

"he mission of coca cola in India isF

Increase in shareholder@s value over time.

"o achieve the a$ove $y working with $usiness partners to deliver

satisfaction and value to customers and consumers through world wide

system of superior $rand and services thus increasing the $rand e7uity.

"o achieve the mission the company seeks the contri$ution from each of the

given areasF

People working in the company.

ommitment of the company.

2oals , o$jectives of the company.

Environmental policy.

Internal control.

Policy , producers.

(RINDA'AN (EVERA&ES %TD114


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In the network of the oca!ola system# oca!ola has either of the two

$ottling operation done far the company.

1. G;G 'ompany Gwned , Gperated ;ottling Gperation(.

0. AG;G 'Aranchise Gwned , Gperated ;ottling Gperation(.

)fter 188# when coca cola re enters Indian market# done a lot of changes in

the existing system of the soft drink market prevailing in India# $y ac7uiring the

major $rands and the $ottling operations from Parle. )fter this company founded

some of its own $ottling operation in India.

In year 188># company did a major investment of >66 million in India $y

purchasing other $ottling operations# all around India and introduces new

technology in them. "hese $ottling plants are called ompany Gwned and

Gperation ;ottling Gperation. ompany has full ownership and operational right for

these type of operations. "he other type of $ottling operation for the company are

called Aranchise Gwned and Gperated $ottling Gperation# to these# the company

has given the right to produce the product for the company and to supply with in

the territory assigned $y the company. ompany has no ownership or operational

right*control over these.

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In India ompany have 04 G;G and 15 AG;G operations for the production and

control of the whole operation in India. "hese are divided in to various zones that

are given in the marketing mix section of this report.

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:COM*ARATIVE ANA%YSIS O! CO,E ; *E*SI:

oca!ola $eing 11 years older than Pepsi has dominated the scene in most of the

soft drink markets in the world and enjoying leadership in terms of market share.

;ut the coca!cola people are finding it hard to keep away Pepsi# which has $een

narrowing the gaps regularly. "he two are posing threats to each other in every

nook and corner of the world. -hile coca!cola has $een earning most of its $read

and $utter through $everage sales# Pepsi has a multi products portfolio with some

portion from the same $usiness.

"he two warriors are face to face once again here in India with different strategies

and tactics to attack the rival. oca!cola is focusing upon the joint ventures with the

existing $ottlers V fo$o W franchise owned $ottling operations to enhance its control

on manufacturing and marketing of its products range and attain the 7uality

standards of its class.

ountering it Pepsi has taken the $attle in its own hands $y floating as investment

of 8J $illion to set Pepsi ompany. India holdings# as su$sidiary for V co$o W

company owned $ottling operations. ;oth the companies are following different

path to reach the same destiny i.e. to fetch the $igger portion of aerated soft drink

market. ;oth consider India a huge potential market# as per capita consumption

here is a mere serving annually against the world average of 36. "herefore# they

are putting in their $est efforts to woo the Indian consumer who has to work for 1.J

hours to $uy a $ottle of soft drink. in comparison to the international norms

minutes# a major hurdle to cross over for $oth the athletes for getting no.1 position

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comparison to the inter. coca!cola is well set with its J $ottling sites through out

the country giving it an edge over competition $y processing a well!$uilt $ottling

and distri$ution set!up. Gn the other hand# Pepsi# with two more years in India# has

$een a$le to set an image of a winner in India and has $een a$le to get the pulse

of the India soft drink market. "he soft drink giants are leaving on stone unturned

and her for the long terms.

oca!ola has $een penetrating the market through its wide product range with a

determination to change consumption pattern of soft drink in India. Airstly# they

upgraded the whole industry $y introduction 66 ml $ottles# which in turn had given

the industry a $ooming growth of 06N as compared to the earlier JN. "hey want to

develop a coca culture here and are working on a strategy to offer soft drink in

every possi$le package. in coca!cola camp# the idea of competition has not come

from Pepsi# $ut from the other $everages such as tea# coffee# nim$u pani# water

etc. Pepsi is 7uite aggressive in its approach to Indian consumer. "hey are

desperately working on the strategy to $e winners in the hot cola war $etween two

$ig $arons. )ccording to Pepsi philosophy# its the madness that encourages

executive to think# to conjure up those creative tactics to knock the fizz out their

competition. Pepsi had plum$ed a large on the visi$ility of its $lue red and white

logo. they have $een going with aggressive marketing $y putting )mir khan#

)kshay +umar and their advertisement to endorse their $rand# the role models for

its targeted consumer the teenagers. "hey have increased the fizz in the market

place $y introducing the dispensers called fountain Pepsi and have $een enjoying

a lead over its rival there. oca!ola on the other hand# has $een working on the

saying slow and steady wins the races side $y retailing to every more of its

competitor. "hey have procured the shield of thums up with a handsome market

share in Indian soft drink market.

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ountering Pepsis international commercial that used two chimpanzees to cock a

snoop at coke# thums up come with the ad line# dont $e $andar# taste the thunder.

also thums up has $een positioned now very near to that young image of Pepsi

and giving it a though time.

"hese cool merchants have put everything on fire. It coke got the status of

the official drink of wills. world cup# Pepsi $lushed as nothing official a$out it. )s

thums up projected as /saaree jahan se achcha Pepsi was passionate enough with

/freedom to $e and now the 9yeh dil mange more: when thums up came with

thunder $last# the other offered /Pepsi stuff card. If red is meant for coke# Pepsi

has chosen to $e $lue.

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Mar


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oca!ola has widened its $usiness is really amazing. %istri$ution network is the

$iggest strength of the company.

*ROMOTION4 "his part of the marketing is playing a very vital and important role

in the current situation in India. Looking at the competition and promotion and

advertising $udget of $oth the companies coca cola and Pepsi# one can easily

estimate the importance of this.

(RANDIN&

'2at is a brand>

) $rand is name# term# sign# sym$ol or design or a com$ination of them which

is intended to identify the goods or services of one seller or group of sellers and

to differentiate them from those of competitors. ) "rade mark is


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S5e7ial im5ortan7e o" brands "or so"t drin< 5rodu7ts

-hile $rands can represent all types of goods or entities# they have special

importance for products. ;rand e7uities are stronger in soft drink products as the

consumer is reluctant to try unknown $rands* un$randed products for the following

reasons

"hese products individually account for a small part of household spending.

Most of these products are for personal use.

In many cases# it is difficult to differentiate a product on technical or

functional grounds and therefore the consumer is reluctant to switch to an

unknown $rand.

&uccessful $rands generate strong cash flows# which ena$le the owner of

the $rand to reinvest a part of it in the form of aggressive advertisements*

promotions. "his reinforces the perceived superiority of a $rand.

VA%UATION O! (RANDS4

Calue of a $rand is represented $y the incremental cash flow resulting from a

product with a $rand versus a product without a $rand name or with weaker $rand

name. ;rand valuation is a complex process and involves a lot of su$jectivity.

"here are no widely accepted techni7ues of $rand valuation. "here are several

considerations which cannot $e standardized or 7uantified such as

"o pre!empt competition from taking over a $rand

&ynergy with the company ac7uiring existing $rands* $usinesses

&trategic entry into a new product category

23


24/72

Prevent damage to existing $rands. Many a times stiff competition results in

price cutting# aggressive promotions# lower margins for all the competing

$rands.

onfidence in the ac7uirer of the $rand to rejuvenate a languishing $rand.

DISTRI(UTION4

Marketing or %istri$ution channel refers to the set of marketing

intermediaries which manufacturer@s link together to reach their products to the

ultimate consumers. %epending on the product# nature of market and

manufacturers@ resources*strategy# there can $e one or more links $etween the

manufacturer and consumer.

Manufacturer U Retailers

Manufacturer ! -holesalers U Retailers

Manufacturer ! &tockiest ! -holesalers ! Retailers.

RETAI%IN&4

In India# there are over J million retail outlets dispersed all over the country.

"he retailing industry provides employment to over 13mn people. 1 out of every 0J

families in India is engaged in the $usiness of retailing. Gwnership and

management are predominantly family controlled. Bowever in sharp contrast to

developed countries# unit average size of a retail outlet in India is very small.

Grganized retailing# however# has $een a recent phenomenon and is

relatively undeveloped. "here are no large super market chains* shopping malls.

24


25/72

onsumers are unwilling to pay a premium for convenience shopping as their

counterparts in the western countries do. -hile small chain stores called )pna

;azaars and ;handaars# which offer products at reasona$le prices# have $een

fairly popular# %epartment &tores and Aood &tores are slowly gaining popularity. )

large num$er of corporate have recently ventured into retailing.

"he retail outlet in India can $e $roadly categorized as followsF

- 2rocery stores

-

2eneral purpose stores

- Aood stores

- Pan shops

- hemist* drug stores

- old chains

"he relative share of grocers dropped from over J6N in the early 86@s to

JN in the late 86@s. hemist outlets on the other hand# have $een expanding their

product range to include high margin AM2 products from shampoos to ketchup.

Pan!wallas are also emerging as full fledged consumer product outlets.

Themes f! C"#$C%# A'e!()s)n*

25


26/72

Themes f! C"#$C%# A'e!()s)n* +,--.$,///0

,/11 ,/12

Th)!s( 3n4s N Se#sn

Ref!esh Y5!se%f

,/16 ,/1.

S)7 M)%%)n # D#8I( h# ( 9e * ( *e( 4he!e )( )s

,/1 ,/1/

A!5n (he C!ne! f!m

E'e!84he!e

The P#5se Th#( Ref!eshes

,/;6

26


27/72

F!)ens F! L)fe

,/;/ ,/21

Th)!s( Ass Cs

?s@)(#%)(8 A%n* (he ?)*h4#8 ( An84he!e

,/61 ,/6

27


28/72

=h#( Y5 =#n( Is # C


29/72

L< U@ Ame!)"#

L< U@ Ame!)"#

,/.

C


30/72

1995 onwards

?@@0 onwards

MAR,ETIN&

Dire7t mar


31/72

- market characteristics

- measurement of market potential and size#

- market share analysis#

- competitive products#

- new products acceptance* product preference#

- sales 'region wise# consumer wise etc( analysis#

- short* long term sales forecasting#

- advertisement effectiveness

-

post!shipment data 'actual shipment $y manufacturers(#

- retail stores audit 'actual sales at sample outlets(

- trade feed$ack and distri$ution#

- ;rand recall# point of sale material etc.

It re7uires skilled people for data collection as well as analysis. &everal

large consumer companies have in!house MR department. Most others retain

specialized and professional MR agencies. "he significance of market research

has increased considera$ly in the recent times as

- &ize of operations of major players has increased to national and

international markets.

- Marketing executives are physically away from the market and hence the

need for flow of information.

- In the environment of increasing competition and multiple products

competing for consumers@ preference information a$out the market has

tremendous utility.

- Information is re7uired for segmenting the market and appropriate pricing

and positioning of the products.

31


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Mar


33/72

"est marketing refers to testing out product and marketing mix with a small

num$er of well chosen consumers which are representative of the target segment.

"est marketing is fre7uently used $y consumer companies# in contrast to industrial

companies which prefer feed$ack through informal channels. "est marketing

improves knowledge of target consumers# potential sales and is an effective tool to

pre!test alternative marketing plan. In most products# it is important to check trial

rates as well as re!purchase rates.

CONSUMER+S *ANE%S4

onsumer panels refer to a set of consumers with different demographic

characteristics 'so as to $e representative of target population( who agree to co!

operate in market research# typically for a consideration. Market research agencies

and companies try to collect information on $uyer@s characteristics $y introducing a

new product to the consumer panels. "he firm estimates trials as well as the repeat

purchasing $y this method. "here are statistical models to forecast market shares#

demand# $rand switching etc.

ADVERTISIN& AND *ROMOTION4

Advertisingconsists of non!personal form of communications. "he communication

is conducted through trade media under player sponsorships. )dvertising aims at

providing information a$out the product arouse demand for the product and

emphasize on superior features of the advertised product over others. Players

have to decide on overall advertisement $udget# message and mode of

presentation# type of media# timing etc. "hey invaria$ly do post audit of advertising

efficacy.

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34/72

Promotionsare of two types viz.pull promotionswhere consumers are

incentivized andpush promotionwhere dealers* retailers are incentivized. "here

are several forms of promotion such as distri$uting free samples# discount

couponsT gift offers for consumers and target $ased incentives and display

schemes etc for retailers. Marketers also sponsor charity programs# sports etc to

promote corporate* $rand image.

DISTRI(UTION MANA&EMENT

%istri$ution management is a logistics control process that applies

situational understanding from $oth the operational and logistical common

operating pictures in order to dynamically control and synchronize the flow of

materiel through the distri$ution pipelines# including retrograde and lateral

distri$ution. "he last part of the definition ! retrograde and lateral distri$ution ! is

critical to future success and is often overlooked in distri$ution management

schemes. Gur a$ility to move materiel in any direction through the pipelines

provides an economy of effort that actually $ecomes a force multiplier. In this

manner# distri$ution management $ecomes a key ena$ler of logistics

transformation# $y reducing materiel re7uirements to only those that are needed

and $y leveraging stock age positioning to reduce the total cost of sustainment.

%istri$ution ManagementF ! -hen you@re operating multiple plants over a

large geographical area# knowing exactly what you have and where it@s located can

$e a tremendous competitive advantage. Arontier@s %istri$ution Management

components allow you to access real!time inventory and shipping information

across your enterprise# as well as historical audits that can help with planning for

the future. -ith Arontier# you@ll always know your inventory re7uirements and

availa$ility for every product# at every plant. ou can instantly find transit status for

34


35/72

parts and finished goods. Arontier helps you plan more efficient truck loading and

shipping routes. ou@ll also enjoy shipping and $illing that is tightly integrated from

the initial sale through )ccounts. ) definition of dynamic control is also re7uired

$efore we go further. %ynamic control is the distri$ution manager@s a$ility to rapidly

set and change priorities and modes of transportation in response to the war

fighter@s re7uirements. If Huartermasters cannot dynamically control the delivery of

supplies and materiel# we remain at the mercy of the transportation system and will

$e forced into the comfort and expense of a stock age!$ased supply system.

DISTRI(UTION MANA&EMENT *RODUCT MODU%ES

)dvanced Aorecasting

)dvanced Pricing

)dvanced &tock Caluation

)greement Management

;ulk &tock Caluation

Enterprise Aacility

Planning Inventory Management

DAI%Y S#I**IN& ACTIVITIES AT COCA$CO%A

BR!';onded storage area(

.1 %aily report

35


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?1 Physical stock verification

1 Aull movement report

B1 R2 1

01 Leakage and ;reakage Report

1 &tock covered with tarpaulin

1 &hipping office house keeping

EM*TY

.1 heck for pending ER)

?1 ;reakage report

1 Physical stock verification

B1 ;reakage handing over to store

01 Bouse keeping of empty yard

*RODUCT RAN&E

36


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!lavor Inredients *a7< *rodu7t Com5an6

ola ola Alavour

car$onated water

sugar

066Ml.

66Ml.

J66Ml.

1.J Liter

0 Liter

oke#

"humsup

Pepsi

oca!oal

Pepsi

Grange Grange Alavour X

ar$onated -aterX

&ugar

066Ml.

66Ml.

J66Ml.

1.J Liter

0 Liter

Aanta

Mirinda

oca!ola

Pepsi

Aruit ?uice MangoPulpX "reated

waterX sugar

0J6 ML Maaza

&lice

oca!ola

Pepsi

loudy

Lemon

Lemon Alavor X

ar$onated -aterX

&ugar

066Ml.

66Ml.

J66Ml.

1.J Liter

0 Liter

Limca

Mirinda Lemon

oca!ola

Pepsi

37


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lear Lemon Lemon AlavourX

ar$onated -ater X

&ugar

066Ml.

66Ml.

J66Ml.

1.J Liter

0 Liter

&prite

>=p

%ew

oca!ola

Pepsi

RESEARCH OBJECTIVES

"he main o$jective of the project is :A stud6 o" 7onsumer 5re"eren7es

reardin Co7a Cola ; it3s 5rodu7ts in Asansol and Dura5ur reion :.38


39/72

"his study also includes the following su$ o$jectivesF

"o study the market of oca!ola.

"o study the $rand image of oca!ola.

"o know the effect of promotion activities on customer preference regarding

oke and its products.

"o identify the loyalty of customer towards oca ola.

"o measure the specific reasons for satisfaction and dissatisfaction level of

the customers of oca!ola.

%IMITATION O! T#E STUDY

1. "he area of study is limited to the merchandising and route productivity aspects

of the system# while the marketing has other crucial areas too which were left

uncharted

39


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0. "he study is limited only to )sansol and %urgapur region. ;ut the oca!ola is a

multinational company# so the area plays as a constraint in the study.

. "he time period allotted for the study was only one month# which may provide a

deceptive picture in comparison of the study $ased on long run.

5. "he study was $ased on $oth primary and secondary data $ut the relevance of

the secondary data may not $e justified.

J. "he success of any survey depends upon the 7uality and integrity of the

surveyor who collect the $asic data $y expressing the su$ject under the study and

on the respondents who provides the data re7uired $y filling up the 7uestionnaire.

"he accuracy of the data collected solely depends upon the cooperation and

truthfulness of the person who is $eing interviewed.

4. Interaction skills as well as the $ehavior of the respondents also played as

constraints during the research.

>. "he sample size of the respondents is very small.

3. "he method of sampling is judgment sampling.

RESEARC# MET#ODO%O&Y

"he success of any survey is depends upon resources# 7uality and timing and

integrity of the surveyor who compiles the primary data. &o it is a very important

40


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task is to manage all the availa$le resources which make impact on the 7uality of

survey.

RESEARC# DESI&N

%escriptive Research

A55roa724

"he approach $ehind a surveyor the project varies with the purpose of the survey.

=nder this report#


42/72

project@s * survey@s purpose the analytical# interpretive*o$jective design was

chosen.

Data Colle7tion Met2od4

*rimar6 Data

Se7ondar6 Data

"he two sources for data collection are documentary or secondary and field or

primary is used. ;ecause to collect the information# which is fickle in nature# the

availa$ility and display of the product changes even each and every day# therefore

7uestionnaire is selected as the survey instrument. "he forms used for the survey

were close!ended 7uestionnaire consisting of various items. In this survey

different areas of )sansol and %urgapur are covered. It was great to visit company

like Co7a$ColaF and product like


43/72

.1 (ar Diaram4 Mode of diagrammatic representation of data is the $ar

diagram. In this method $ar of e7ual width are taken for the different items of the

series. "he length of the $ar represents value of the varia$les concerned.

?1 *ie C2art4 It is a circle whose area is divided proportionately among the

different components $y straight lines drawn from the center to the circumference

of the circle. -hen statistical data are given for a num$er of categories and we are

interested in the comparison of various categories or $etween a part of the whole#

such a diagram is very helpful in effectively displaying the data.

Sam5le SiGe 4 .@@

T65e o" Sam5lin 4 Convenien7e Sam5lin1

43


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44


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6N166N Ees

Do

Do You %i


46/72

J5

J

11

6

16

06

6

56

J6

46

Less than 0 0 U 5 More than 5 X

Consum5tion o" 7old drin


47/72

51N

04N

01N

16N

0N

6N

JN

16N

1JN

06N

0JN

M6N

MJN

56N

5JN

ola itric Grange Lemon Gthers

!lavourNo o" Res5ondent *er7entae

ola 51 51Nitric 04 04N

Lemon 01 01N

Grange 16 16N

Gthers 60 60N

"otal 166 166N

Anal6ti7al Inter5retation4

"he given graph , ta$le show the most popular flavour in cold drinks is

ola. It was found that the 51N respondent likes the ola Alavored# 01N of

respondent likes the Lamon flavored# 04N of respondent likes the citric flavour#

16N likes the Grange flavour and only 0N likes the other flavored.

*re"eren7e o" (rand name

47


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J4N

8N

JN

Ees

Do

an.t &ay


"he graph , ta$le clear view regarding the importance given to a $rand

name while choosing the cold drinks. It was found that the J4N of respondents

says es and 8N of respondents say Do and the only JN of respondents not in a

position to say anything.

!a7tors In"luen7es 72oosin 5arti7ular (rand

Res5onseNo o" Res5ondent *er7entae HJ

es J4 J4N

Do 8 8N

ant &ay 6J 6JN

"otal 166 166N

48


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Res5onseNo o" Res5ondent *er7entae HJ

;rand 03 03NAlavour 53 53N

)dvertisement 64 64Nhilled 13 13N"otal 166 166N


"he chart and diagram shows that the way respondent likes the particular $rand of

cold drinks. It was found that 53N of respondents like the $ecause of flavor# 03N

respondents like the cold drinks $ecause of $rand# 13N of respondents like

$ecause of chilled and only 4N of respondents like $ecause of advertisement.

O5inion towards *o5ular (rand

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6N

16N

06N

M6N

56N

J6N

46N

oke Pepsi Gthers

&eries1


"he given diagram gives the view regarding the most popular and demanded

$rand. It was found that the J3N of respondents preferred the oke as most

popular $rand# 01N of respondents say Pepsi as most popular $rand# 14N of

respondents referred the coke as the popular $rand and the only 01N of

respondents say others was a the most popular $rand.

Availabilit6 in retailer3s s2o5

Res5onse No o" Res5ondent *er7entae HJ

(randsNo o" Res5ondent *er7entae HJ

oke J3 J3NPepsi 01 01NGthers 01 01N"otal 166 166N

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41N

6N

8N

6N

16N

06N

6N

56N

J6N

46N

>6N

ola itric Aruit flavoured

ola 41 41Nitric 6 6N

Aruit flavored 8 8N"otal 166 166N


"he given chart ta$le shows that the most availa$le flavour on the respondents

retailers shops. It was found that the 41N of respondents 'onsumers( say that

they find ola flavour on their retailers shop.6N of respondents found the citric

flavor on their retailers shop. &cience cola flavour is a =niversal flavour in India#

with consumers of all age# sex and preference accepting it whole heartedly.

Availabilit6 in Collee CanteenK%o7alit6KColon6

(randNo o" Res5ondent *er7entae HJ

oke J1 J1N

Pepsi 5> 5>N

51


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J1N5>N

0N

oke

Pepsi

Gthers

Gthers 60 60N

"otal 166 166N


"he graph , ta$le gives the information regarding the availa$le the availa$le $rand

on their college canteen or a colony or a locality. It was found that J1N of

respondents found the oke $rands of cold drink highly availa$le while 5>N of

respondents said that they found Pepsi $rand as highly availa$le and only 60N of

respondents said that they found other $rand like Arooti or others $rands highly

availa$le. "his difference in the response is $ecause of the consumption of

different $rands in different segments.

O5inion towards Taste

In a 7ola "lavor1


oke >J >JNPepsi 0J 0JN

52


53/72

54N

08N

0JN

"humps up

oke

Pepsi

51N

6N

08N

&prite

Mountain %ew

>Y=p

"otal 166 166N


"he given ta$le and diagram gives the idea of the respondents opinion regarding

the ola flavour drink. It was found that the >JN of respondents like the oke and

the only 0JN respondents like the Pepsi flavor.

In Citri7 "lavored>


Mountain %ew 51 51N>Y=p 6 6N&prit 08 08N

"otal 166 166N

53


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45N

03N

3N

Aanta

Miranda Grange

Gthers


"he given ta$le and %iagram gives the idea of the respondents opinion

regarding the citric flavour drink. It was found that the 51N of respondents like the

Mountain %ew# 6N of respondents like the > =P and the only 08N of respondents

like the &prit in itric flavored. "he consumers of Mountain %ew say that it has a

$etter and genuine taste than the &prit flavored of oke.

In orane "lavored>

(rands No o" Res5ondent *er7entae HJ

Miranda Grange 45 45NAanta 03 03NGthers 63 63N"otal 166 166N

54


55/72

>N

00N

51N

Mazza

&lice

Gthers

Anal6ti7al Inter5retations4

"he a$ove given ta$le and chart show the opinion of the respondents

regarding Grange flavour. It was found that the 03N of respondents like Aanta of

G+E $rand# 45N of respondents like the Miranda of the PEP&I $rand and 3N of

respondents like the other soft drinks of orange flavour.

In Mano "lavour1


Mazza > >N

&lice 00 00NGthers 51 51N"otal 166 166N

55


56/72

06N

M3N

04N

14N

6N

JN

16N

1JN

06N

0JN

M6N

MJN

56N

;lend ;rand Image )vaila$ility )dvertisement


"he a$ove shown ta$le and chart gives the view regarding the opinion of respondents

a$out the Mango flavour. It was found that the 51N of respondents like Arooti# >N of

respondents like Mazza of oke and only 00N of respondents like the &lice of Pepsi

$rand. Gne of the greatest advantages with Arooti is that it comes in tetra pack which is a

one way pack. People find it convenient to take it home for consumption. Even coke and

Pepsi have introduced tetra pack in the Mango drink recently $ut it will definitely take some

time take away market from the market leader. )lso Arooti is a well esta$lished $rand has

availa$le in tetra pack for a long time.

Cause o" C2oosin (rand

SubLe7t No o" Res5ondent *er7entae HJ

;lend 06 06N;rand Image 3 3N)vaila$ility 04 04N

)dvertisement 14 14N"otal 166 166N

56


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J0N

53Noke

Pepsi


"he graph , ta$le a$ove say that why the respondents like their favored

$rand. It was found that 3N of respondents like his $rand $ecause of $rand

Image# 04N of respondents like $ecause of availa$ility# 06N of $ecause of ;lend

and only 14N of advertisement. ;rand image refer to the perception of the

customers regarding the choice of a particular $rand. It comes with the kind of

advertisement $rought $y the company. ;lend over here refers to the taste of the

flavour demanded.

Most a55ealin (rand advertisement


oke J0 J0NPepsi 53 53N"otal 166 166N


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M3N

M0NM6N

6N

JN

16N

1JN

06N

0JN

M6N

MJN

56N

oke Pepsi "humps up

"he given chart shows that the respondent a$out the most appealing $rand

advertisement. It was found that the J0N of respondents say that oke

advertisement is most appealing# 53N of respondents say Pepsi advertisement is

most appealing one. "he advertisement of oke features ;ollywood star like

)ishwarya Rai# Brithik Roshan# +arishma +apoor and )mir +han who are highly

accepta$le $y the pu$lic. "he advertisement of oke featuring )mir +han with a

punch line

"#handa $atlab%%%%%.&oca!&ola'

It was a super hit which took oke not only to the rural markets $ut also

overturned the market of Pepsi.

Most a55ealin (rand *un72 %ine

(rand No o" Res5ondent *er7entae HJoke 43 43NPepsi 0 0N"otal 166 166N


58


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56N

0N

03N

Ees

Do

an.t say

"he chart shows the opinion regarding the most effective punch line in respondent

view. It was found that 43N of respondents feel that oke punch line is most

effective# 0N of respondents feel Pepsi Punch line is most effective# Major no. of

people think that the most effective punch line is "#handa $atalab%%%.&oca!

&ola'and Punch 9$atlab %%&hota &oke'# "hen the Pepsis "(e pyass hai

Badi'and "yeh dil mange more'.

O5inion towards 5rodu7t- w2i72 is 5romoted b6 7elebrit6


es 56 56N

Do 0 0Nant say 03 03N

"otal 166 166N


59


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45N

00N

15N

Ees

Do

anYt &ay

"he group , ta$le show that the people like the product of it promoted $y a

cele$rity. It was found that 56N of respondents said that they the product $ecause

of the cele$rity shown in the advertisement consuming it# 0N of respondents say

Do a$out the cele$rity promotion# 03N respondent not in a position to say

anything. In India people have a great craze for their favorite cele$rities. "hey

have a lot of love for their favorite cele$rities and they want to imitate $y doing what

they do as shown in the advertisement.

O5inion towards *ri7in Strate6


es 45 45N

Do 00 00NanYt &ay 15 15N

"otal 166 166N


60


61/72

"he given ta$le , diagram shows that how effective the companies facility the

consumer. It was found 45N of respondents say yes. 00N of respondents say Do

and 15N respondent cant say anything. India is a mass market for the consumer

product $ut at the same time it is also a very 9Price &ensitive: Market. &o with a

small decrease in price# results in a drastic increase in the demand. &ince soft

drink is a consumer product# the price has a great influence on the demand of the

product.

!INDIN&S

In the due course of time of project# which lasted for 1 month# I got the chance of

visiting too many outlets and also interact with each and every person of those

outlets in )sansol , %urgapur. ;y formal interaction with the dealers and retailers# I

got to know many things from the outlets. In this particular city oca cola has larger

share than Pepsi. ;ut there are few mixed outlets too# so to increase the market

share of oca cola it should tap all the mixed outlets.

oca!cola has Potential $rand position in the market.

2ood 7uality and innovation of product for long term customer

relationship.

2ood advertising campaigns# and $rand am$assadors.

)dvertisements and campaign are more effective and change punch line

make emotional touch with customers and retailers.

Bigh investment in research and development.

oca!cola has a good market share.

&egmentation of coke product to every age group.

Lack of proper distri$ution in many areas.

Lack of availa$ility of 1 lt , 1.J lt product pack.

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Lack of supply of +inley water in the market.

Rising Do. of date dealers that will wrong effect in market condition.

Retailers are not getting schemes at the time.

Do distri$utor enough signage to retailers.

Pepsi is the major competitors# that means watch myopia in the marketevery time.

Pepsi have captured major market of 066 ml# 66 ml# 466 &l, / 0 lt .

Retailers divert to Pepsi $ecause they are getting good schemes ,

Increase local $rand in the market.

%istri$ution channel is effective at present $ut in long run it needs to $e

upgraded. Retailers in )sansol , %urgapur comes under direct

operations and retailers in small town in surrounding areas of )sansol ,

%urgapur comes under indirect operations.

"he major competitor PEP&I is getting the market aggressively through

its services and high margin issues.

Retailer in some area revealed that they are not getting schemes i.e.

distri$utors are not providing schemes properly# $asically in rural areas.

62


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!IE%D EX*ERIENCE

"he success of any survey depends upon the 7uality and integrity of the surveyor

who collects the $asic data $y expressing the su$ject under the study and on the

respondents who provides the data re7uired $y filling up the 7uestionnaire ."he

accuracy of the data collected solely depends upon the cooperation and

truthfulness of the person who is $eing interviewed.

+eeping this in mind I have tried my $est to collect the relia$le data. %uring this

process I came across a Cariety of experiences some interesting and some $itter

ones. )fter knowing the utility of the survey some of the respondents filled up the

7uestionnaire sincerely whereas some of the other were not interested in it. Bow

ever# most of respondents were friendly and cooperative and willingly filled up the

7uestionnaire with utmost sincerity and to $est of their knowledge. ;arring few

exceptions I had a pleasant time with respondents. I hope that the respondents did

not feel the interview insipid and $oring. I got the opportunity to interact with

different people of different areas in )sansol and %urgapur cities.

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CONC%USION

It is o$served on the $asis of survey in )sansol and %urgapur region that

Co7a$Colalaid emphasis on merchandising in order to $ecome the No1.$rand in

soft drink industry the report was finds out the availa$ility of different flavor and

packs.

Cola$Colaadopt a good customer relationship management# it is focus on the#

segment of the product $ecause each segment is affected $y different sets of

factor which hamper or enhance sales. Each segment had its own Pros , ons. &o

we have to understand the various segment of soft drink industry that which flavor

is existing more in the market# &uch as "hums!up strong $rand of coke which is

more popular in young generation. I also o$serve a$out fate dealer# su$ dealer#

monopoly counter , its marketing strategy. &uch as fate dealer is influence wrong

direction to the market. "hey are supply product at high margin with low scheme.

)s we know till now since ill soft drink industry the concept of $rand loyalty is not in

that shape in which it is in countries. &o company could take some steps to $e to

have a good report with the retailers why supply them regularly and provide them

with other monetary $enefits.

RECOMMENDATIONS

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%oing a survey on consumers market provided a lot of insight into the dynamics of

the market place and with it valua$le insights were also gained into the psyche of

consumer and owners.

SU**%Y4

"he demand of "hums up , Maaza far exceed the supply especially in case of

066ml and pet $ottles. Aew shop owners claimed that many a times no supply is

made for days and sometimes even more.

&ometimes the delivery vans of oca!ola starts late from the distri$ution point

and that of rivals reach early .so eateries# which generally serve soft drinks in the

glass# $uy the soft drinks from the delivery van which arrives first.

&alesman at the delivery van to $e inconsistent on certain meters likes the

concept of $roken $ottles. -hen dealing with the shop and the eatery owners

some salesman do exchange $ottles while some do notZ

)ll flavors and all size of $ottles are kindly availa$le in the market.

COM*ANY RE*RESENTATION4

Gwners confirmed that ompany representatives dont come when called

repeatedly. "he ompany must ensure that the representatives do visit an outlet at

least once in days to listen and to attain to complaints# if any.

SA%ES *US# (Y EAT ; DRIN, OUT%ET4

"he ompany easily influenced many eatery owners# which provide them with

$etter facilities. "here was a tendency to push the product of the ompany which

ever offered them $etter scheme or $enefits.

&ervices of Pepsi are far $etter than oke# good relationship with vendors#

solving any pro$lem with in no time should $e done.

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%ue to the current prices# an eye$row raiser for some# the product could $e

sold in packs of 0 or more and there could $e a price reduction.

Dew flavors can $e introduced into the market as early as possi$le

consumers were eager to know if the drink would come in more flavors#

health drinks like milk proteins content soft drink can $e invented

ounger generation are more interested in soft drinks #so new openings in

institutional areas should $e increased

=se some proper methodology to provide the information a$out the

schemes directly to the retailers. ompany has to try to sort out the personal

misunderstandings $etween distri$utors and retailers.

(I(%IO&RA*#Y

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*rin7i5les o" Mar


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Mar

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'a( ;rand '$( Alavor 'c( )dvertisement

'd( hilled

10 In your opinion which $rand of cold drink is most demanded or popularZ

'a( oke 'c( Pepsi 'd( Gthers.

1.-hich $rand is more availa$le in your retailers shopsZ

'a( ola '$( itric 'c( Aruit Alavored.

15 -hich $rand of cold drink do you find most in your college

canteen*colony*localityZ

'a( oke ;rand '$( Pepsi ;rand 'c( Gthers.

1J. In your opinion which soft drink is $etter tasteZ

'i( In ola Alavor

'a( oke 'c( Pepsi

'ii( In itric Alavored.

'a(&prite '$( Mountain %ew 'c( >Y=p

'iii( In Grange flavored.

'a( Aanta '$( Miranda Grange

'c( Gthers.

'iv( In mango flavored.

'a( Mazza '$( &lice 'c( Gthers.

14. -hy do you like your $randZ

'a( ;lend '$( ;rand Image 'c( )vaila$ility

'd( )dvertisement

1>. -hich $rand advertisement appeals you mostZ

'a( oke '$( Pepsi 'c( Gthers.

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13. Most effective punch line in your opinion ofZ

'a( oke '$( "humps up

'c( Pepsi 'd( Gthers.

18. ou like the product which is promoted $y the cele$rityZ

'a( es '$( Do 'c( ant &ay

06. %o you think that the pricing strategy adopted $y the cola companies

fascinate the consumerZ

'a( es '$( Do 'c( ant &ay

01. )ny &uggestionF!

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project of coca cola consumer reference

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