A

Project report

On

Market research

On

Soft drinks

Group “P”

S.Y.MBA (B)

2010-2011

K.S.SCHOOL OF BUSINESS
MANAGEMENT

~1~
 GUJARAT UNIVERSITY
AHMEDABAD-380009

GROUP MEMBERS:-
VARUN PARMAR 2120
NEETI SHARMA 2145
KHYATI VYAS 2158
YASHIKA PATEL 2159
HARDIK CHAUDHARI 2167
RITESH NAYAK 2192
ANKITA PANCHAL 2193
POOJA PANCHAL 2194
RONAK PARMAR 2198
VISHAL PARMAR 2199

FACULTY GUIDE:
MR.ISMAIL BOOTWALA
SIGN.
~2~
DATE OF SUBMISSION:17/01/2011

Table of contents

1) Executive summary 6
2) Introduction to soft drinks 7
3) History of soft drinks 10
4)Generation of soft drinks 12
5) Marketing mix 13
i) Product 15
ii) Price 15
iii) Place 28
iv) Promotion 29
6) Marketing research 32
7) Limitation 58
8) Conclusion 59
9) Webography &Bibliography 60

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~4~
 ACKNOWLEDGEMENT
A small but an important & timely help can prove to be
milestone in one’s helps. Every human being has such
kind of experience.
This project is dedicated to all the people whom we
met, talked, interviewed & learnt something from them.
At this occasion, we want to grab this immense
opportunity to acknowledgement our since thanks to all
of them while submitting this report.
We are indebted & whole-heartedly thankful for the
assistance received from various individuals in making
this project a success.
First and foremost we would like to express our
gratitude to our college K.S. SCHOOL OF BUSINESS
MANAGEMENT & its director in-charge Mrs. Sarla
Achuthan for giving us the golden opportunity of
making the project.
We would like to express our gratitude to our faculty
guide Mr. Ismail Bootwala, who always took a keen
interest in our work and help us with his valuable
insights.

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And finally, we are thankful to our faculties, who
directly or indirectly supported us in giving shape to
this project.

PREFACE

As a person who has his strong past and present in

the world of commerce and management education, and
looking for good future in the world of practical
commerce and administration, we are glad to undertake
a market research on SOFT DRINK.

We have persistently kept in our mind the need to

focus on what is useful and practical instead of being
theoretical. We are presenting what we believe to be
necessary for project report. We had the opportunity of
interacting with wide range of people like students,
business people, government employee etc.

Here we are presenting project report on SOFT

DRINK and about the factors that they consider during
soft drink consumption and we sincerely hope that the
project will serve the purpose for which it has been
prepared.

~6~
 EXECUTIVE SUMMARY
The summarisation is as follows,
1) We started with analyzing the concept of a product with is
soft drink and we got some basic idea about our project.
2) After analyzing the idea we discovered the history of the

product as well as some manufacturing companies.

3) Then comes one of the major task which is discovering the

4 p’s of marketing which includes all the concepts of

marketing i.e., product price place and promotion.
4) All this information was followed by preparing a suitable
questionnaire so we can effectively communicate with the
customer of the product.
5) After that we did survey among 2000 people for gathering
the information regarding our project.
6) Here comes the most difficult task of our project that is
analysis.
7) We made the graphical presentation in form of bi-variant

data and semi variant data for easy comparison and

understanding. We have worked out the inferences and
interpretation of each graph to explain the fact.
8) To sum up we concluded our project with all the

information that we found and our views about the future

of the market.

~7~
 Introducti
on
~8~
 Introduction to soft drinks

Soft drinks are part of beverage industry. Beverage industry

include milk, Juice, cold drinks, tea, coffee, alcoholic drinks, mineral
water etc. there are different companies which are doing business in
these different product.
Soft drinks are known as non alcoholic beverage containing
syrup essence or fruit concentrates that are mixed with carbonated
water.
Soft drinks are thirst quencher, hygienic and a drink of
enjoyment. Soft drinks industries are quit old. Today Pepsi and coca-
cola are the famous brands and both are multinational.
The production of soft drink industry is based on the franchise
system,where the parent companies supply the concentrates brand
name and know how. The franchise unit that is the bottling unit
supplies the production to the market.
Hence the bottlers become very important for the successful
operation of the soft drinks brand
The drinks are called soft drinks, only to separate them from
hard alcoholic drinks. This drinks do not contains alcohol & broadly
specifying this beverages, includes a variety of regulated carbonated
~9~
soft drinks, diet & caffeine free drinks, bottled water juices, juice
drinks, sport drinks & even ready to drink tea/coffee packs. So we
can say that soft drinks mean carbonated drinks.
Today, soft drink is more favorite refreshment drink than tea,
coffee, juice etc.
It is said that where there is a consumer, there is a producer &
this result into competition. Bigger the player, the harder it plays. In
such situation broad identity is very strong. It takes long time to make
brand famous.

~ 10 ~
~ 11 ~
History

~ 12 ~
 The first marketed soft drinks (non-carbonated) appeared in the 17th
century. They were made from water and lemon juice sweetened with
honey. In 1676, the Companies de Limonadiers of Paris was granted
monopoly for the sale of lemonade soft drinks.
Vendors would carry tanks of lemonade on their backs and dispensed
cups of the soft drink to thirsty Parisians.

In 1767, the first drinkable manmade glass of carbonated water was

created by an Englishmen by Dr. Joseph Priestley. Three years later,
the Swedish chemist Torbern Bergman invented a generating
apparatus that made carbonated water from chalk by the use of
sulfuric acid. Bergman's apparatus allowed imitation mineral water to
be produced in large amounts.

In 1810, the first U.S. patent was issued for the "means of mass
manufacture of imitation mineral waters" to Simons and Rundell of
Charleston, South Carolina. Carbonated beverages did not achieve
great popularity in America until 1832, when John Mathews invented
his apparatus for the making carbonated water. John Mathews mass
manufactured his apparatus for sale to others. The drinking of either
natural or artificial mineral water was considered a healthy practice.
American pharmacists, who were selling most of the mineral waters,
started to add medicinal and other flavorful herbs to the unflavored
beverage. The early drug stores with their soda fountains became a
popular part of American culture. Customers wanted to take the
drinks home with them and the soft drink bottling industries grew
from the consumer demand.

~ 13 ~
 Generations of soft drinks

• In 1798: The term “soda water” was introduced.

• In 1835: The 1st bottled soda water in U.S.

• In 1886: Dr John s .Pemberton invented coca cola

in Atlanta, Georgia.

• In 1898: “Pepsi is invented by Caleb Bradham.

• In 1957: The 1st aluminium can use.

• In 1959: The 1st diet cola sold.

• In 1970: Plastic Bottles are used for soft drinks.

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Marketing
Mix

~ 15 ~
 Introduction to Marketing Mix
According to the Peter Drucker “Business has two
main functions, marketing and creativity.
Marketing and creativity produce results and rest
is cost”.
This is an important concept in marketing. It
consist of 4 P’s that is product, place, price and
promotion. So it is known as 4 P’s of marketing
mix. It represents the seller’s view of marketing
tools available for influencing or enrolling the
buyer to opt for their product.

Product and price

“Product is set of tangible and intangible

attributes, which may include packaging,
colour, price, quality & brand, plus the seller’s
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services, and reputation. A product may be a
good, a services, place, person, or idea”
“Price is the amount of money or other items
with utility needed to acquire a Product”
Price is the basic regulator of the economic
system because it influences the allocation of
factors of production (labour, land & capital).

Here are the four companies of soft drinks

1.Coca cola
2.Dabur
3.Pepsi co.
4.Parle agro

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 COCA COLA

JOHN PEMBERTON

~ 18 ~
~ 19 ~
Coca cola

~ 20 ~
Product quantity Price

➢ 200 ml
8.00

➢ 250 ml

12.00
➢ 500ml

➢ 1 liter 25.00

35.00

➢ 200 ml

➢ 500ml
8.00

➢ 1.5 Liter
24.00
➢ 2-Liter

38.00

62.00

➢ 200 ml

➢ 500ml
~ 21 ~
~ 22 ~
Dabur India limited is India’s 4th Largest FMCG
Company.

Dabur has been marketing its products in more than 50

countries all over the world.

~ 23 ~
~ 24 ~
product quantity Price

1litre
➢ 75.00

1litre
➢ 85.00

~ 25 ~
1litre
 DABUR

Pepsi co.

~ 26 ~
CELEB BRADHAM

~ 27 ~
Pepsi co.

~ 28 ~
PRODUCT QUANTITY PRICE

➢ 250 ml 15.00

➢ 300 ml
25.00

➢ 1.5 Liter
50.00

➢ 2.25 Liter
60.00

12.00
➢ Regular : 250 ml

60.00
➢ 1.5 Liter

75.00
➢ 2.25 Litre

~ 29 ~
~ 30 ~
~ 31 ~
Parle agro

~ 32 ~
product Quantity price

➢ Frooti Pet 250 ml

➢ Frooti 500 ml 5.00

➢ Frooti Pet 1liter

10.00
➢ Frooti 1.5liter

20.00

25.00

➢ Appy Classic Tetra

Pack 200 ml

➢ Appy Classic Tetra

Pack 1000 ml

➢ Appy Fizz 300ml

➢ Appy Fizz 500ml

~ 33 ~
 ➢ Appy Fizz 500ml

8.00

12.00

15.00

20.00

30.00

Parle agro Company Profile

~ 34 ~
Business Type Exporter , Manufacturer
Primary • Products are manufactured under
Competitive the most hygienic conditions
Advantages
• The drinks are made available in
a Tetra Pak and Pet Bottles
• Healthy and nutritious
alternative which are also
delicious
• Access to best quality fruits
• Strategically located
manufacturing facilities
• State-of-the-art manufacturing
plants
• An extensive distribution
network

No of Staff 1250
Year of 1985
Establishment
Export Markets USA, UK, Canada, Australia,
New Zealand, Singapore,
Malaysia, Mauritius, Maldives,
Zambia, Angola, Ghana
Memberships • Agricultural and Processed Food
Products Exports Developments
Authority (APEDA)
~ 35 ~
 • Federation of Indian Chambers
of Commerce and Industry
(FICCI)
• Project Exports Promotion
Council of India (PEPC)
• Federation of Indian Export
Organizations (FIEO)
Product Range • “FROOTI” – Mango Drink
• “APPY” – Apple Drink

• “APPY FIZZ” – Carbonated Apple

Drink
• “BAILLEY” – Packaged Drinking
Water
• Confectionery Items – “MINTROX”
Cinnamon Mint Flavor & Pepper
Mint Flavour and “BUTTER CUP
Toffees
Standard • ISO certification
Certification
• HACCP certification.

~ 36 ~
 Place

It includes making the product available to the

final consumers through the network of
various distribution channels.
Place in the context of marketing mix refers to
a set of decisions that need to be taken in
order to make the products available to the
customers for purchase and consumption.
Making the products available to the
customers require development of channels of

~ 37 ~
distribution and physical distribution of
products.

~ 38 ~
 PROMOTION

Promotion is one of the four aspects of marketing.

Promotion comprises four sub categories :
~ 39 ~
1. Advertising

2. Personal selling

3. Sales promotion

4. Publicity and public relations

The specification of these four variables creates a

promotional mix or promotional plan.

A promotional mix specifies how much attention

to pay to each of the four sub categories,

and how much money to budget for each. A

promotional plan can have a wide range

of objectives, including : sales increases, new

product acceptance, creation of brand equity,
Positioning, competitive retaliations, or creation of
a corporate image.

~ 40 ~
Market
~ 41 ~
 Researc
h

Marketing research is the systematic gathering, recording,

and analysis of data about issues relating
to marketing products and services. The goal of marketing
research is to identify and assess how changing elements of
the marketing mix impacts customer behaviour.

~ 42 ~
Step 1: Problem Definition
The first step in any marketing research project is to define
the problem. In defining the problem, the researcher should
take into account the purpose of the study, the relevant
background information, what information is needed, and
how it will be used in decision making. Problem definition
involves discussion with the decision makers, interviews with
industry experts, analysis of secondary data, and, perhaps,
some qualitative research, such as focus groups. Once the
problem has been precisely defined, the research can be
designed and conducted properly.
Step 2: Development of an Approach to the Problem
Development of an approach to the problem includes
formulating an objective or theoretical framework, analytical
models, research questions, hypotheses, and identifying
characteristics or factors that can influence the research
design. This process is guided by discussions with
management and industry experts, case studies and
simulations, analysis of secondary data, qualitative research
and pragmatic considerations.
'Step 3: Research Design Formulation'
A research design is a framework or blueprint for conducting
the marketing research project. It details the procedures
necessary for obtaining the required information, and its
purpose is to design a study that will test the hypotheses of
interest, determine possible answers to the research questions,
and provide the information needed for decision making.
Conducting exploratory research, precisely defining the
variables, and designing appropriate scales to measure them

~ 43 ~
are also a part of the research design. The issue of how the
data should be obtained from the respondents (for example,
by conducting a survey or an experiment) must be addressed.
It is also necessary to design a questionnaire and a sampling
plan to select respondents for the study.
More formally, formulating the research design involves the
following steps :

1. Secondary data analysis

2. Qualitative research
3. Methods of collecting quantitative data (survey,
observation, and experimentation)
4. Definition of the information needed
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis

Step 4: Field Work or Data Collection

Data collection involves a field force or staff that operates
either in the field, as in the case of personal interviewing (in-
home, mall intercept, or computer-assisted personal
interviewing), from an office by telephone (telephone or
computer-assisted telephone interviewing), or through mail
(traditional mail and mail panel surveys with prerecruited
households). Proper selection, training, supervision, and
evaluation of the field force help minimize data-collection
errors.
~ 44 ~
Step 5: Data Preparation and Analysis
Data preparation includes the editing, coding, transcription,
and verification of data. Each questionnaire or observation
form is inspected, or edited, and, if necessary, corrected.
Number or letter codes are assigned to represent each
response to each question in the questionnaire. The data from
the questionnaires are transcribed or key-punched on to
magnetic tape, or disks or input directly into the computer.
Verification ensures that the data from the original
questionnaires have been accurately transcribed, while data
analysis, guided by the plan of data analysis, gives meaning to
the data that have been collected. Univariate techniques are
used for analyzing data when there is a single measurement of
each element or unit in the sample, or, if there are several
measurements of each element, each RCH variable is
analyzed in isolation. On the other hand, multivariate
techniques are used for analyzing data when there are two or
more measurements on each element and the variables are
analyzed simultaneously.

Step 6: Report Preparation and Presentation

The entire project should be documented in a written report
which addresses the specific research questions identified,
describes the approach, the research design, data collection,
and data analysis procedures adopted, and presents the results
and the major findings. The findings should be presented in a
comprehensible format so that they can be readily used in the
decision making process. In addition, an oral presentation
should be made to management using tables, figures, and
graphs to enhance clarity and impact.
~ 45 ~
For these reasons, interviews with experts are more useful in
conducting marketing research for industrial firms and for
products of a technical nature, where it is relatively easy to
identify and approach the experts. This method is also helpful
in situations where little information is available from other
sources, as in the case of radically new products.
Secondary data analysis
Secondary data are data collected for some purpose other than
the problem at hand. Primary data, on the other hand, are
originated by the researcher for the specific purpose of
addressing the research problem. Secondary data include
information made available by business and government
sources, commercial marketing research firms, and
computerized databases. Secondary data are an economical
and quick source of background information. Analysis of
available secondary data is an essential step in the problem
definition process: primary data should not be collected until
the available secondary data have been fully analyzed.
Qualitative research
Information, industry experts, and secondary data may not be
sufficient to define the research problem. Sometimes
qualitative research must be undertaken to gain a qualitative
understanding of the problem and its underlying factors.
Qualitative research is unstructured, exploratory in nature,
based on small samples, and may utilize popular qualitative
techniques such as focus groups (group interviews), word
association (asking respondents to indicate their first
responses to stimulus words), and depth interviews (one-on-
one interviews which probe the respondents' thoughts in
detail). Other exploratory research techniques, such as pilot

~ 46 ~
surveys with small samples of respondents, may also be
undertaken.

~ 47 ~
 K.S. SCHOOL OF BUSINESS

MANAGEMENT
MARKET RESEARCH ON SOFT DRINK
S.Y. - M.B.A
CONSUMER QUESTIONNAIRE

1.Name : ___________________________________
2.Area : ___________________________________
3. Gender : Male
Female
4. Age group (In year): < 15 15 -
35
35- 50 >
50
5. Occupation : Student
Business

~ 48 ~
 Service
Profession
House wife
Other
6.Individual income (In Rs. Per month) :
Below 5000
5000 – 10000
10000 – 20000
20000 above
7.Do you consume soft drink?
Yes No
If yes then,
Daily
Monthly
Weekly
Occasionally
If no then, (Give reason) _________________
8. Which brand of soft drink are you aware
of? ________________________________
9.For what purpose do you consume soft
drink?
Energy Digest
Enjoyment Taste
Other_______

10. Why do you like to use this brand?

Availability Price Scheme
Quality

~ 49 ~
 Celebrity Endorsement
Discount Taste Any
other__________
11.Give rank for the brand of soft drink as per
your consumption.
Coca – cola
Pepsi
Thumps – up
Mountain
Dew
Slice
Frooti
Limca
Fanta
7 up
Mazza

12. How much soft drink do you consume in a

day/week/month?
< 500 ml 0.5 to 1.5 ltr 1.5
ltr above
13. Do you easily get the soft drink which you
want?

~ 50 ~
 Yes No
14. From where do you get soft drink ?
Malls Whole seller

K.S. SCHOOL OF BUSINESS MANAGEMENT

~ 51 ~
 S.Y. M.B.A
MARKET RESEARCH ON SOFT DRINKS
RETAILER QUESTIONNIER

1. Name: ______________________________________
2. Area of shop: ________________________________
3. Which of the following brands of soft drinks do
you deal with?

( )Pepsi ( )Coca-cola

( )Parle-Agro ( )
Other(Specify)________
4. Which are the highest selling brands of soft
drinks?
: _________________________________________
5. Which are the lowest selling brands of soft
drinks?
: _________________________________________
6. How long have you been dealing with the
following soft drinks?
Brand Name Time Period
Pepsi
Coca-cola
Parle-Agro

~ 52 ~
 Dabur
Other(Specify)_______
____

7. What is your monthly sale of soft drinks?

: _________________________
8. What is your profit margin on selling of soft
drinks?
: _______________________
9. Which kind of promotional offers does a
company undertake?

( ) Discount ( )Tie in Promotion

( ) Coupon
( ) Free samples ( ) Lucky draws
( ) Other_______
10. Have you ever experience a decline in a
demand of soft drinks?

( )Yes ( ) No
11. Which are the common complaints received
from customers?

( ) Low quality ( ) High PH level

( )High prices

~ 53 ~
 ( ) Harmful for health ( )Any
other___________

12. Any benefits received by you from the

company?

Mode Credi Gift Disco Tour Other_

of t s unt & ________
payme perio Travel __
nt d s
Pepsi

Coca-
cola
Parle

~ 54 ~
-Agro

Dabu
r
Othe
r_____
__

13. Any suggestion ____________________________

~ 55 ~
Brand Male
Name
1 2 3 4 5 Total
Coca- 150 110 190 85 75 610
cola
Pepsi 295 190 65 75 60 685
Thumps 125 210 140 60 80 615
-up
Mountai 105 75 90 130 115 515
n Dew
Slice 65 65 80 45 95 350
Frooti 35 75 50 100 95 355
Limca 10 20 45 130 90 295
Fanta 5 15 65 85 80 250
7 up 35 75 75 90 95 370
Mazza 40 30 65 65 80 280
Total 865 865 865 865 865 4325

➢ From the above chart we can conclude that male

surveyed by us preferred Pepsi & Coca-Cola as
against Slice, Frooti and Limca respectively.

~ 56 ~
Brand Female
Name
1 2 3 4 5 Total
Coca- 115 115 55 95 65 445
cola
Pepsi 170 95 65 40 80 450
Thumps 80 85 115 65 70 415
-up
Mountai 30 45 45 85 60 265
n Dew
Slice 60 95 75 65 80 375
Frooti 60 95 75 65 40 335
Limca 25 30 65 70 90 230
Fanta 40 40 75 90 95 340
7 up 25 55 45 40 65 230
Mazza 89 40 74 79 54 340
Total 695 695 695 695 695 3475

➢ From the above chart we can conclude that female

surveyed by us preferred Pepsi & Coca-Cola against
M.dew, 7 up and Limca respectively.

Brand Below 15
Name 1 2 3 4 5 Total
Coca- 64 29 32 27 41 193
cola
Pepsi 67 45 23 18 33 186
Thumps 17 71 26 7 26 147
-up
Mountai 7 11 19 20 23 80
n Dew
Slice 37 45 52 33 57 224
Frooti 46 52 37 47 29 211
Limca 3 15 27 60 23 128
Fanta 7 16 33 53 37 146
7 up 9 23 28 37 40 137

~ 57 ~
 Mazza 69 19 49 24 17 178
Total 326 326 326 326 326 1630

➢ From the above data we can conclude that Mazza &

Pepsi are most preferred brands by the age of
below 15 consumers.

Brand 15-35
Name 1 2 3 4 5 Total
Coca- 171 137 90 107 85 590
cola
Pepsi 254 143 70 64 72 603
Thumps 116 170 167 95 87 635
-up
Mountai 88 95 79 154 114 530
n Dew
Slice 47 63 66 53 90 319
Frooti 42 98 73 89 49 351
Limca 23 27 70 101 126 347
Fanta 32 24 74 70 91 291
7 up 36 78 82 53 65 314
Mazza 45 19 83 68 75 290
Total 854 854 854 854 854 4270

➢ From the above chart we can conclude that Pepsi &

Coca-Cola are the most preferred brands by the age

~ 58 ~
 of 15 to 35 consumers against Thumps-up, Frooti,
Limca & Fanta respectively.
Brand Above 35
Name 1 2 3 4 5 Total
Coca- 30 59 123 46 14 272
cola
Pepsi 144 97 37 34 34 346
Thumps 72 54 62 23 37 248
-up
Mountai 40 13 39 41 38 171
n Dew
Slice 41 51 37 24 26 179
Frooti 7 20 15 29 57 128
Limca 9 8 13 39 31 100
Fanta 6 13 36 52 46 153
7 up 15 29 10 40 55 149
Mazza 16 36 8 52 42 154
Total 380 380 380 380 380 1900

➢ From the above data we can conclude that Pepsi &

Thumps- up are the most preferred brands by the
age of above 35 consumers against the M.dew,
Slice, Frooti and Mazza respectively.

~ 59 ~
 Highly
Brand Satisfi Satisf Aver Dissati Tot
name ed ied age sfied al
Coca-
cola 80 38 127 20 265
Pepsi 131 80 203 51 465
Thum
ps-up 67 33 93 12 205
M.de
w 37 5 67 26 135
Slice 42 19 57 7 125
Frooti 27 13 36 19 95
Limca 12 3 17 3 35
Fanta 15 9 19 2 45
7 up 34 6 15 5 60
Mazz
a 33 19 73 5 130
156
Total 478 225 707 150 0

~ 60 ~
 ➢ From the above chart we can conclude that the
consumers who consumed the Pepsi, Coca-Cola &
Thumps-up are satisfied most, while on the other
hand the consumers who consumed the other
brands i.e. Frooti, Slice, 7 up, Mazza etc. are less
satisfied or average satisfied than the Pepsi, Coca-
Cola & Thumps-up.

Brand Yes No Total

Name
Coca- 203 62
cola 265
Pepsi 373 92 465
Thumps 164 41
-up 205
Mountai 115 20
n Dew 135
Slice 94 31 125
Frooti 86 9 95
Limca 23 12 35
Fanta 36 9 45
7 up 57 3 60
Mazza 113 17 130
Total 1264 296 1560

➢ From the above data we can conclude that the

Pepsi, Coca-Cola, Thumps-up, M.dew and Mazza are
easily available in the market. On the other hand
Limca, Fanta and 7up are not easily available in the
market.

Occuption
Consumpti Stude Busine Servi Professi House- Tot

~ 61 ~
 on nt ss ce on wife al
Daily 56 0 24 6 0 86
Weekly 84 11 17 12 3 127
Monthly 122 27 77 39 27 292
Occasionall 105
y 513 102 267 88 85 5
156
Total 775 140 385 145 115 0

➢ From the above data we can conclude that out of

1560 respondents 1055 people consume soft drink
occasionally. In which 513 are students.

Occupation
Purpos Stud Busin Serv Profes House-
e ent ess ice sion wife Total
Energy 90 32 22 11 5 160
Digest 90 28 43 63 17 241
Enjoym
ent 380 23 164 26 43 636
Taste 215 57 156 45 50 523
Total 775 140 385 145 115 1560

~ 62 ~
➢ From the above information we can conclude that
most of the respondents consume soft drink for the
purpose of enjoyment.

Consumption
Time < 0.5 -1.5 >1.5l Tot
Period 500ml ltr tr al
Daily 200 175 15 390
Weekly 95 125 25 245
Monthly 605 215 75 895
153
Total 900 515 115 0

~ 63 ~
➢ From the above information we can conclude that
majority of the respondents consume less than 500
ml of soft drink.

~ 64 ~
 Celebrity
Brand Availabi Pri Sche Quali Endorse Disco Tas Tot
Name lity ce me ty ment unt te al
Coca-
cola 104 12 9 34 33 6 67 265
Pepsi 223 5 16 17 57 52 95 465
Thump
s up 57 3 0 46 52 0 47 205
Mount
ain
dew 40 11 2 21 3 0 58 135
Slice 34 0 0 22 33 0 36 125
Frooti 12 0 0 15 0 7 61 95
Limca 13 6 0 10 0 0 6 35
Fanta 13 2 0 11 0 7 12 45
7-up 16 0 4 9 0 2 29 60
Mazza 26 4 1 13 7 0 79 130
156
Total 538 43 32 198 185 74 490 0

➢ From the survey conducted by us we can conclude

that Pepsi is the most preferred brand because of
its availability and taste.

~ 65 ~
 Parle- Coca- Dab Othe Tota
Brand Pepsi Agro cola ur r l
11.3 8.02
In % 37.6 9.53 33.52 3 100
Deal 139
with 598 154 542 183 1616

➢ From the above information of dealers we came to

conclusion that majority of the dealers are dealing
with Pepsi and Coca-cola.

Coca- Parle- Dab Oth Tota

Brand Pepsi cola Agro ur er l
In % 47.33 37 6.67 5.08 3.92 100
Sales 237 185 33 25 20 500

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➢ From the above information we can say that Pepsi
is highest selling brand among all the brands
available in the market.

Disco Sche Adverti Oth Tota

Brand unt me sing er l
Pepsi 36 33 147 21 237
Coca-
cola 23 12 56 94 185
Parle-
Agro 17 13 63 0 33
Dabur 4 7 14 0 25
Other 9 1 10 0 20
Total 90 75 225 110 500
In % 18 15 45 22 100

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➢ From the above information we came to the
conclusion that advertisement is the major source
of promotion.

Limitations

• This research has been carried out in Ahmadabad

city only so the result obtained may not be true for
other city.
• More over the no. of people questioned was very
less with compare to population of Ahmadabad so
result may not be certain in all the situations.
• The variety in the lifestyle of people also affects
the survey.
• The information collected by us is limited because
of lack of money and time constraints.

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 • The information obtained by us is used as
secondary data may not survey as another person’s
objective.
• Some people were unwilling to give response.
• As we all are doing this kind of research at the first
time, there can be some mistakes done by us
because of inexperience of such work.

Conclusion

As it is said that “knowledge is important” but it is truly

believed that “Applied Knowledge is more useful”. So,
here we like to conclude with the heartfelt feeling of
gaining of enormous knowledge of how to establish and
survive in the real business world.
This task has been given us a break to sharpen our
management skill and trained us how to undergo
different areas of business.

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We have also learnt to survive in all the circumstances
by making appropriate decisions. This project has given
us improvement in our potential.
As the soft drink companies is facing a tough
competition, the making of this project will be helpful
to the sellers of soft drink to know about the taste and
preferences of people and their consumption of soft
drink.
After conducting an extensive marketing research on all
aspects of stabilizing the soft drink, at last but not the
least, we like to conclude this project with the
satisfaction of its validity.

Webography & Bibliography

• Google
• Wikipedia

• Marketing management by Philip kotler

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THANK YOU
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