INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

In developing a marketing strategy for individual products, the seller has to confront the branding decisions. Branding is a major issue in product strategy. On the one hand, developing a branded product requires a great deal of long term investment spending, especially for advertising, promotion and packing. Many brand oriented companies subcontract manufacturing to other companies. A brand is name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A brand is essentially a sellers promise to consistently deliver a specific set of features, benefits, and services to the buyers. The best brand conveys a warranty of quality. But a brand is even a more complex symbol. A brand can convey up to six levels of meaning. 1. Attribute 2. Values 3. Culture 4. Personality 5. Benefits 6. Users

1.2 NEED FOR THE STUDY

The present study is conducted considering the following aspects. Firstly, HYDERABAD is a perspective of soft drink marketing in the country, which is highly promising with a lot of potential, which is to be tapped. Secondly, the behaviors of the target consumers are highly vibrant showing the past movement in this life that are also market drive. The marketing has accompanied to representations, both formal and informal marketing. Having considered one by one of both consumer and retailer in present day market an attempt was made to study the perception of both consumers and retailers on the marketing of Pepsi brands in general and market share of coke in Hyderabad. Soft drink industry has a special place in marketing consumer product. World over, the market rivalry between international giants like Coke and Pepsi are widely known as cold wars. Indian soft drink industry is dominated, few players like Parle drinks etc. That with the liberalization in 1990s in the Indian Economy, the competitors in this industry have increased tremendously and the end consumer had the wide range of chief choices among. It is the time to take steps to improve the market share of the Coke products; it is necessary to conduct market survey.

1.3 OBJECTIVES OF THE STUDY

To examine the soft drinks industrys evolution and growth, and recent Govt.s policy. To find out the weak area or areas which are untapped? To know about the percentage of promotional activities like retail outlet painting, glow signboards, high image boards and visualized coolers. To evaluate the market potential & SWOT Analysis of COKE products. To make necessary suggestions for the improvement of coke brands.

1.4 LIMITATIONS OF THE STUDY

Due to time and resource, the sample size was restricted to 100 in consultation with project guide. The survey was restricted to Hyderabad only. The sample respondents may not be the true presentations of the total population. Their can be errors due to bias of respondents. Convenience sampling has own its limitations, which would have resulted in minor errors. The time within which the study is being attempted is too short to carry out a detailed analysis.

1.5 RESEARCH METHODOLOGY

Step 1: Designing the questionnaire A structured questionnaire was designed which was used for conducting the study Step2: Data Collection 1. Primary data collection: Questionnaire The primary source of data collection was through questionnaire. Consumes has to give their feedback about brand preferences of the soft drinks by answering the questionnaire 2. Secondary data collection : a. Articles in magazines b. Journals c. Internet d. News papers e. company website

Step3: Method of Analysis After the completion of the fieldwork the data hence collected was tabulated and analyzed. Based on the information from the data analysis suitable suggestions and recommendations were made. SAMPLE SIZE: A sample of 100 consumers selected on simple random basis on a total

CORE CONCEPTS OF MARKETING

MARKETING
It is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others.

MARKETING MANAGEMENT
Marketing management is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges with target groups that satisfy customer and organizational objectives.

NEED, WANTS AND DEMANDS

A human need is a state of felt deprivation of some basic satisfaction. People require food, clothing, shelter, safety, belongings and a few other things for survival. These needs are not created by their society or by marketers; they exist in the very texture of human biology and human condition. Wants are desires for specific satisfiers of these deeper needs. Demands are wants for specific products that are backed by an ability and willingness to buy them.

MARKETPLACE, MARKETSPACE AND METALMARKET

Marketplace is physical, as when one goes shopping in a store. Market space is digital, as when one goes shopping on the internet. Many observers believe that an increased amount of purchasing will shift into market space. Metalmarket is a cluster of complementary products and services that are closely related in the minds of customers but spread across a diverse set of industries.

MARKETERS AND PROSPECTS

A Marketer is someone seeking a response (attention, a purchase, vote, a donation) from another party, called the Prospect.

PRODUCT, OFFERING AND BRAND

Companies address needs by putting forth a Value proposition, a set of benefits they offer to customers to satisfy their needs. The intangible value proposition is made physical by an Offering, which can be a combination of products, services, information, and experiences. A Brand is an offering from a known source. All companies strive to build strength that is, a strong, favorable brand image.

VALUE AND SATISFACTION

Value is defined as a ratio between what the customer gets and what he gives. The customer gets benefits and assumes costs. The benefits include functional benefits and emotional benefits. The costs include monetary costs, time costs, energy costs and psychic costs.

RELATIONSHIPS AND NETWORKS

Relationship marketing has the aim of building mutually satisfying long-term relations with key parties - customers, suppliers, distributors - in order to earn and retain their business.

MARKETING CHANNELS
To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver and receive messages from target buyers, and include newspapers, magazines, radio, television etc., The marketer uses Distribution channels to display, sell, or deliver the physical products or services to the buyer or user. The marketer also uses Service channels to carry out transactions with potential buyers.

SUPPLY CHAIN
The Supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. COMPETITION Competition includes all the actual and potential rival offerings and substitutes that a buyer might consider. Competition may be of different types. They are; Brand competition Industry competition Form competition Generic competition

MARKETING ENVIRONMENT
It consists of the Task Environment and Broad Environment. Task Marketing includes immediate actors involved in producing, distributing, and promoting the offering. The main actors are the company, suppliers, distributors, dealers, and the target customers. The Broad marketing consists of six components: Demographic environment Economic environment Natural environment Technological environment Political-legal environment
Socio-cultural environment.

These environments contain forces that can have a major impact on the actors in the task environment.

MARKETING PROGRAM
The marketers task is to build a marketing program or plan to achieve the companys desired objectives. The marketing program consists of numerous decisions on the mix of marketing tools to use. The Marketing Mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market.

The Four Ps Components of the Marketing Mix

Marketing Mix

Target Market

PRODUCT

PRICE

PROMOTION

PLACE

Product Quality Design Features Brand Name Packaging Sizes Services Warranties Returns

List Price Discounts Allowances Payment Credit terms

Sales Promotion Advertising Sales force Public relations Direct

Channels Coverage Assortments Locations Inventory Transport

Variety

Period

Marketing

PRODUCT
The firms tangible offer to the market, which includes product quality, design, features, branding and packaging.

PRICE
The amount of money the customers pay for the product.

PLACE
It includes all the activities the company undertakes to communicate and promote its products to the target market.

PROMOTION
It is promoting the product through Sales promotion, Advertising, Sales force, Public relations, and Direct marketing.

SEGMENTING
The process of dividing a potential market into distinct subsets of consumers with common needs or characteristics, and selecting one or more segments to target with a distinct marketing mix.

TARGETING
The various segments in which the marketer will put in his marketing efforts, to attract the customers are known as targeting.

POSITIONING
It is the act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target customers minds

CONSUMER BEHAVIOUR ON BRAND PREFERENCES

The study of consumer behaviors as a separate marketing discipline began when marketers realized that consumers did not always act or react as marketing theory suggested they would. Despite me too approach to fads and fashions, many consumers rebelled at using the identical products that everyone else used. Instead, they preferred differentiated products that they felt reflected their own special needs, personalities, and lifestyles. Even in industrial markets, where needs for goods and services were always homogenous than in consumer markets, buyers were exhibiting diversified preferences and less predictable purchase behavior.

Other factors that contributed to the growing interest in consumer behavior were the accelerated rate of new product development, the consumer movement, public policy concerns, environment concerns, and the opening of national markets throughout the world.

The field of consumer behavior is rooted in a marketing strategy that evolved in the late 1950s, when some marketers began to realize that they could sell more goods, more easily, if they produced only those goods they had already determined that consumers would buy. Instead of trying to persuade consumers to buy what the firm had already produced, marketing oriented firms found that it was a lot easier to produce only products they had first confirmed, through research, that consumers wanted. Consumer needs and wants became the firms primary focus. This consumer oriented marketing philosophy came to be known as the marketing concept.

They key assumption underlying the marketing concept is that, to be successful, a company must determine the needs and wants of specific target market and deliver the desired satisfactions better than the competition. The marketing concept is based

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on the premise that a marketer should make what it can sell, instead of trying to sell what it has made. The selling concept focuses on the needs of the seller; the marketing concept focuses on the needs of the buyer. The widespread adoption of the marketing concept by American business provided the impetus for the study of consumer behavior. To identify unsatisfied consumer needs, companies had to engage in extensive marketing research. In so doing, they discovered that consumers were highly complex individuals, subject to a variety of psychological and social needs quite apart from their survival needs. They discovered that needs priorities of different consumer segments differed dramatically, and in order to design new products and marketing strategies that would fulfill consumer needs, they had to study consumers and their consumers and their consumption behavior in depth. Thus, the marketing concept underscored the importance of consumer research and laid the groundwork for the application of consumer behavior principles to marketing strategy.

The study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy, when they buy, where they buy, how often they buy it, how often they use it. Consider a simple product such as personal fax machine.

Consumer researchers want to know What kinds of consumers buy fax machines for home use? What features they look for? What benefits do they seek? What kind of documents do they fax and for what reasons? How likely are they replace their old models when new models with added features become available?

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The answers to these questions can provide fax manufacturers with important input for product scheduling, design modification, and promotional strategy. In addition to consumer uses and post purchase evaluations of the product they buy, consumer researchers are also interested in how individuals dispose of their products. For example, after consumers have used a product, do they store it, throw it or sell it, rent it.

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LITERATURE REVIEW
Brand Preference
Customers buying products are buying utility, function, and performance as much as image and status (Terpstra and Sarathy, 1997, p. 375). Actually, Customer merchandise has implications more than their utilitarian, functional, and commercial significance (Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh and Gabel, 1992; Levy, 1959; Mick, 1986). Consumers do not consume products for their material utilities but consume the symbolic meaning of those products as portrayed in their images (Elliot, 1997, p. 286). Therefore, the acquired goods are not only bundles of attributes that yield particular benefits (Holt, 1995, p. 1) but also indications of symbolic meanings to the public. Consumers are more likely to use brands to express how they are either similar to or different from people of their in-group (Markus and Kitayama, 1991). Bhat and Reddy (1998) also reported that brands have practical and emblematic importance for consumers. The emblematic importance, which is attached to brands, is often broadcasted via the use and consumption of brands (Gottdeiner, 1985; McCracken, 1986). Consequently, there seems to be a noteworthy relationship between brand images, consistent with the emblematic importance of brands, and consumers self images (Zinkham and Hong, 1991). Individuals are more likely to buy brands whose personalities intimately match their own self images (Schiffman and Kanuk, 2000). Similarly, consumers express themselves by selecting brands whose personalities are recognized to be consistent with their own personalities (Aaker, 1999; Kassarjian, 1971; Sirgy, 1982). In many circumstances, consumers self image influences his/her purchase decisions (Zinkham and Hong, 1991) In other words, consumers use products to illustrate, maintain, and reinforce their self concepts to themselves (Sirgy, 1982; Wallendorf and Arnould, 1988; Zinkham and Hong, 1991). Therefore, purchase and consumption are good vehicles for self-expression (Jamal and Goode, 2001, p. 483). Previous research indicated that self image/self expression affect consumers product preferences and their purchase intentions (Ericksen, 1996; Mehta, 1999). For example, Ericksen (1996) found a significant relationship between self image and intention to buy an American automobile (Ford Escort). Based on this finding, it might be inferred that individuals prefer brands that have images compatible with their perceptions of self (Jamal and Goode, 2001, p. 483; Belk, et. al., 1982; Ericksen, 1996; Solomon, 1983; Zinkham and Hong, 1991). Moreover, this self image consistency strengthen positive

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attitude toward products and brands (Ericksen, 1996; Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997). Specifically, the more similar a consumers self-image is to the brands image, the more favorable their evaluations of that brand should be (Graeff, 1996, p. 5).

Brand Personality
Contrary to product-related attributes, which refer to be performance-oriented for customers, brand personality seems to be representative/self-expressive oriented (Keller, 1993). Brand personality refers to the set of human characteristics associated with a brand (Aaker, 1997, p. 347). Moreover, researchers found that brand personality facilitates a consumer to articulate his/her self (Belk, 1988), an ideal self (Malhotra, 1988), or exact aspects of the self (Kleine, Kleine, and Kerman, 1993) via the use of a brand. Additionally, this concept was the essential determinant of consumer preference and usage (Biel, 1993). Brand personality can be shaped and influenced by any direct/indirect contact that the consumer has with the brand (Plummer, 1985). The direct influences included the brands user imagery, which is defined as the set of human characteristics associated with the typical user of a brand (Aaker, 1997, p. 348); the firms workers and/or boss; and the brands endorsers. On the other hand, the indirect influences contained product-related features, product category relationships, brand name, mark or emblem, and other marketing mix elements (Batra, Lehmann, and Singh, 1993). Moreover, according to Levy (1959, p. 12), brand personality consisted of demographic characteristics such as gender (Usually it is hard to evade thinking of inanimate things as male or female), age (Just as most, people usually recognize whether something is addressed to them as a man or a woman, so are they sensitive to symbols of age), and class (The possession of mink is hardly a matter of winter warmth alone). Some examples are provided as follows. First, in the tobacco industry, Virginia Slims tends to be thought of feminine, whereas Marlboro tends to perceived as masculine (Aaker, 1997, p. 348). Second, in the pc business, Apple is considered to be young, and IBM is considered to be older (Aaker, 1997, p. 348). Third, based on the various pricing policies in relation to different department stores, Saks Fifth Avenue is perceived as upper class, whereas K-mart is perceived as blue collar (Aaker, 1997, p. 348).

Customer Perceived Value

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Value has been recognized as the fundamental basis for all marketing activity (Halbrook, 1994, p. 22). Value has also been stated as a cognitive-based construct which captures any benefit-sacrifice discrepancy in much the same way disconfirmation does for variations between expectations and perceived performance (Patterson and Spreng, 1997, p. 421). Therefore, it is the outcome of a cognitive assessment procedure. Moreover, it is an affective evaluative reaction (Oliver, 1996). Customer perceived value in commerce marketplace was defined as the trade-off between the multiple benefits and sacrifices of a suppliers offering, as perceived by key decision-makers in the customers organization, and taking into consideration the available alternative suppliers offerings in a specific use situation (Eggert and Ulaga, 2002, p. 110). That is, there existed three elements in this definition: (1) the multiple components of value, (2) the subjectivity of value perceptions and (3) the importance of competition (Eggert and Ulaga, 2002, p. 109). First of all, the multiple benefits refer to a mixture of product/service attributes and/or technological support available related to a specific use condition (Monroe, 1990). The multiple sacrifices were occasionally illustrated in monetary forms (Anderson, et al., 1993). Secondly, customers perceived value is subjective, not objective (Kortge and Okonkwo, 1993). In other words, different customers might have a variety of perceived values for consuming the same product/service. Thirdly, customers perceived value is associated with competition on the market. Competitors generate sustainable competitive advantage by means of bringing a better trade-off between utilities and sacrifice in a merchandise/service. Alternatively, customer perceived value was consisted of a take factor- the benefits a purchaser obtained from the vendors contribution- and a give factor- the buyers costs (financial and/or non-monetary) of receiving the offering (Dodds, 1991; Zeithmal, 1988). Even much of the precedent studies have emphasized product quality as the primary take factor and price as the give factor (Grewal et al., 1998; Lichtenstein, Netemeyer, and Burton, 1990; Zeithmal, 1988). But, service is also a logical driver of perceived value (Parasuraman and Grewal, 2000, p. 169). For the reason that outstanding before/after sale services provided by the seller really increase the benefits obtained (the take factor) and also decrease the buyers non-monetary costs, such as time, effort, and mental stress (the give factor) (Parasuraman and Grewal, 2000, p. 169). Consequently, customer perceived value was composed of service quality, product quality, and price (Parasuraman and Grewal, 2000, p. 169). 15

1. Service quality Perceived service quality was defined as the discrepancy between expected quality and experienced quality (Gronroos, 2000, p. 67). Expected quality refers to the expectations of the customer; experienced quality is the outcome of a series of internal decisions and activities (Gronroos, 2000, p. 101). In other words, customers subjectivity has a significant influence on perceived service. Based on a concrete background of empirical and conceptual research, Gronroos (2000, p. 81) provided a list of The Seven Criteria of Good Perceived Service Quality: professionalism and skills (i.e., service providers have required knowledge to offer skills in order to solve customers problems in a professional way), attitudes and behavior (i.e., service providers are considerate of/friendly to customers), accessibility and flexibility (i.e., service providers are easy and adaptive for customers to reach), reliability and trustworthiness (i.e., service providers are dependable and honorable), service recovery (i.e., service providers are willing to correct mistakes as soon as they can), serviscape (i.e., customers feel comfortable in the environment related to the service process), reputation and credibility (i.e., service providers can be trusted by customers). 2. Product quality Generally speaking, people buy products to satisfy needs and wants. That is, consumers would like to obtain a mixture of utilities when they procure items for consumption, and different customers seem to acquire a variety of benefits from the same kind of goods. In order to supply the benefits for consumers, marketers need to successfully incorporate the components that constitute a product. These components include product features (quality, design, branding, and packaging) and customer service (purchase services and usage services) (Bearden, Ingram, and LaForge, 2001, p. 185). Product quality refers to how well a product does what it is supposed to do as defined by the customer (Bearden, Ingram, and LaForge, 2001, p. 186). 3. Price The price of a product/service can be analyzed associated with customers quality expectations and/or their past experiences. If the price is judged too expensive, consumers might not purchase. A low price policy causes poor positioning and neglected opportunities. However, price appears to be a standard for quality in some circumstances. A higher price level equals a better quality in the minds of customers, especially when the service is highly intangible (Gronroos, 2000, p. 80). Hypotheses 16

Based on the literature discussed above, the hypotheses of this study are as follows: 1. There existed a significant relationship between brand preferences and respondents demographic characteristics. 2. There existed a significant relationship between brand personality and respondents brand preferences. 3. Brand preferences were significantly associated with variation in customers perceived value.

CONSUMER BEHAVIOUR ON BRAND PREFERENCES

The study of consumer behaviors as a separate marketing discipline began when marketers realized that consumers did not always act or react as marketing theory suggested they would. Despite me too approach to fads and fashions, many consumers rebelled at using the identical products that everyone else used. Instead, they preferred differentiated products that they felt reflected their own special needs, personalities, and lifestyles. Even in industrial markets, where needs for goods and services were always homogenous than in consumer markets, buyers were exhibiting diversified preferences and less predictable purchase behavior. Other factors that contributed to the growing interest in consumer behavior were the accelerated rate of new product development, the consumer movement, public policy concerns, environment concerns, and the opening of national markets throughout the world. The field of consumer behavior is rooted in a marketing strategy that evolved in the late 1950s, when some marketers began to realize that they could sell more goods, more easily, if they produced only those goods they had already determined that consumers would buy. Instead of trying to persuade consumers to buy what the firm had already produced, marketing oriented firms found that it was a lot easier to produce only products they had first confirmed, through research, that consumers wanted. Consumer needs and wants became the firms primary focus. This consumer oriented marketing philosophy came to be known as the marketing concept. They key assumption underlying the marketing concept is that, to be successful, a company must determine the needs and wants of specific target market and deliver the desired satisfactions better than the competition. The marketing concept is based on the premise that a marketer should make what it can sell, instead of trying to sell what it has

17

made. The selling concept focuses on the needs of the seller; the marketing concept focuses on the needs of the buyer. The widespread adoption of the marketing concept by American business provided the impetus for the study of consumer behavior. To identify unsatisfied consumer needs, companies had to engage in extensive marketing research. In so doing, they discovered that consumers were highly complex individuals, subject to a variety of psychological and social needs quite apart from their survival needs. They discovered that needs priorities of different consumer segments differed dramatically, and in order to design new products and marketing strategies that would fulfill consumer needs, they had to study consumers and their consumers and their consumption behavior in depth. Thus, the marketing concept underscored the importance of consumer research and laid the groundwork for the application of consumer behavior principles to marketing strategy. The study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy, when they buy, where they buy, how often they buy it, how often they use it. Consider a simple product such as personal fax machine. Consumer researchers want to know What kinds of consumers buy fax machines for home use? What features they look for? What benefits do they seek? What kind of documents do they fax and for what reasons? How likely are they replace their old models when new models with added features become available? The answers to these questions can provide fax manufacturers with important input for product scheduling, design modification, and promotional strategy. In addition to consumer uses and post purchase evaluations of the product they buy, consumer researchers are also interested in how individuals dispose of their products. For example, after consumers have used a product, do they store it, throw it or sell it, rent it.

COMPANY PROFILE

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FACT-SHEET Industry Brand Manufacturer Drink Type Variety of Products Founded by Founded in Trade Mark Registration Products Offered in Available Flavours Products in India Website : Beverages : Coca-Cola : The Coca-Cola Company : Non Carbonated Soft Drink, Carbonated Soft Drink : More than 2800 : John Stith Pemberton : 1886(Atlanta, Georgia) : 1893 : 200 Countries : Cola, Cola Orange, Cola lime etc, : Coca cola, Maaza, Thumsup, Limca, Fanta. : http;//www.cocacola.com

HINDUSTAN COCA COLA BEVERAGES PVT. LTD.

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INTRODUCTION:

Hindustan Coca Cola Beverages Pvt.Ltd., Vijayawada is a corporate branch of the Coca Cola Company registered in North Atlanta, North America. The basic unit is divided into five zones all together.

They are:
NORTH AMERICA AFRICA LATIN AMERICA EUROPE EURASIA MIDDLE EAST ASIA

The present Visakapatanam unit is under Asia zone of the division of India. In India there are around 55 units (plants) and in Andhra Pradesh there are 5 plants namely
VISHAKAPATNAM VIJAYAWADA HYDERABAD NELLORE KALAHASTHI

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HISTORY OF HCCBPL:
The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a drugstore in Columbus, Georgia by John Pemberton, originally as a coca wine called Pemberton' French Wine Cocoa. He may have been inspired by the formidable success of Vin Mariani, a European coca wine. In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a non-alcoholic version of French Wine Cola. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.It was initially sold as a patent medicine for five cents a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health.Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia , neurasthenia, headache, and impotence.Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal. By 1888, three versions of Coca-Cola- sold by three separate businesses-were on the market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888.The same year, while suffering from an ongoing addiction to morphine,Pemberton sold the rights a second time to four more businessmen; J.CMayfield, A.O. Murphey, C.O. Mullahy and E.H. Blood worth. Meanwhile, Pemberton's alcoholic son Charely Pemberton began selling his own version of the product. In an attempt clarify the situation, John Pemberton declared that the name "CocaCola" belonged to Charley, but the other two manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his beverage under the names Yum Yum and Koke. After both failed to catch on, Candler set out to establish a legal claim to CocaCola in late 1888, in order to force his two competitors out of the business. Candler purchased exclusive rights to the formula from John Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim her signature on the bill of sale had been forged, and subsequent analysis has indicated John Pemberton's signature was most likely a forgery as well.

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Old German Coca-Cola bottle opener In 1892 Candler incorporated a second company, The Coca-Cola Company (the current corporation), and in 1910 Candler had the earliest records of the company burned, further obscuring its legal origins. By the time of its 50th anniversary, the drink had reached the status of a national icon in the USA. In 1935, it was certified kosher by Rabbi Tobias Geffen, after the company made minor changes in the sourcing of some ingredients. Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor wall advertisement was painted in the same year as well in Cartersville, Georgia. Cans of Coke first appeared in 1955.The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn bottles, very different from the much later hobble-skirt design that is now so familiar. Asa Candler was tentative about bottling the drink, but two entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea and were so persuasive that Candler signed a contract giving them control of the procedure for only one dollar. Candler never collected his dollar, but in 1899 Chattanooga became the site of the first Coca-Cola bottling company.The loosely termed contract proved to be problematic for the company for decades to come. Legal matters were not helped by the decision of the bottlers to subcontract to other companies, effectively becoming parent bottlers. Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an over-the-counter remedy for nausea or mildly upset stomach.

New Coke
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On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with "New Coke". Follow-up taste tests revealed that most consumers preferred the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the public's nostalgia for the old drink, leading to a backlash. The company gave in to protests and returned to a variation of the old formula, with high-fructose replacing cane sugar, under the name Coca-Cola Classic on July 10, 19

21st Century
On February 7, 2007, the Coca-Cola Company announced that in the second quarter of 2007 they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose ("Splenda"), the same sweetener currently used in Pepsi One. On March 21, 2007, it announced another diet product, Coca-Cola Zero, sweetened partly with a blend of aspartame and acesulfame potassium. In 2009, Coca-Cola began to sell a new "healthy soda": Diet Coke with vitamins B6, B12, magnesium, niacin, and zinc, marketed as "Diet Coke Plus." On July 5, 2007, it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968. In April 2009, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola." The word "Classic" was truncated because "New Coke" was no longer in production, eliminating the need to differentiate between the two. The formula remained unchanged. In January 2011, Coca-Cola stopped printing the word "Classic" on the labels of 16-ounce bottles sold in parts of the southeastern United States. The change is part of a larger strategy to rejuvenate the product's image. In November 2011, due to a dispute over wholesale prices of CocaCola products, Costco stopped restocking its shelves with Coke and Diet Coke.

Mission, Vision & Values:

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The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners. Our Mission: Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.

Our Vision: Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

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 Productivity: Be a highly effective, lean and fast-moving organization. Our Winning Culture:

Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. Live Our Values: Our values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well

Focus on the Market:

Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious

Work Smart:

Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent

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Work efficiently

Act Like Owners:

Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt

Be the Brand:

Inspire creativity, passion, optimism and fun

Production:

330 ml Coca-Cola.

Bottles of Coca-Cola Zero and Coca-Cola Light

Ingredients

Carbonated water Sugar (sucrose or high-fructose corn syrup depending on country of origin) Caffeine Phosphoric acid v. Caramel (E150d) Natural flavourings.

26

A can of Coke (12 fl ounces/355ml) has 39 grams of carbohydrates (all from sugar), 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories. Formula of natural flavorings: Coca-Cola formula The exact formula of Coca-Cola's natural flavourings (but not its other ingredients which are listed on the side of the bottle or can) is a trade secret. The original copy of the formula is held in Sun Trust Banks main vault in Atlanta. Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919. A popular myth states that only two executives have access to the formula, with each executive having only half the formula. The truth is that while Coca-Cola does have a rule restricting access to only two executives, each knows the entire formula and others, in addition to the prescribed duo, have known the formulation process. Franchised production model: The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sweeteners, and then carbonate it before putting it in cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors. The Coca-Cola Company owns minority shares in some of its largest franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA but fully independent bottlers produce almost half of the volume sold in the world. Independent bottlers are allowed to sweeten the drink according to local tastes. The bottling plant in Skopje, Macedonia received the 2011 award for "Best Bottling Company".

Brand portfolio:
27

Name

Launched Discontinued Notes

Picture

28

Coca-Cola

1886

The original version of Coca-Cola.

Caffeine-Free Coca-Cola Coca-Cola Cherry New II" Coke

1983

1985

Was available in Canada starting in 1996.

"Coca-Cola

1985

2002

Still available in Yap and American Samoa

Still available in: American Samoa, Austria, Brazil, China, Coca-Cola with Lemon 2001 2007 Denmark, France, Germany, Hong Kong, Iceland, Korea, Macau, Malaysia, Netherlands, Singapore, Spain, Switzerland, United Kingdom, and United States, Still available in: Austria, Australia, China, Germany, Hong Coca-Cola Vanilla 2002 2007 Kong, New Zealand (600ml only) Malaysia, Sweden (Imported) and Russia. Was called "Vanilla Coca-Cola (Vanilla Coke)" during initial U.S. availability. 2009 It was reintroduced in June 2009 by popular demand

29

Coca-Cola C2 2005

2009

Was only available in Japan, Canada, and the United States. Available in Belgium, Netherlands, Singapore, Canada, and the United States. Was only available in New Zealand.

Coca-Cola with Lime Coca-Cola Raspberry Coca-Cola Zero Coca-Cola M5 Coca-Cola

2007

June 2007 End of 2007

2007 Only available in Federation of Bosnia and 2007 Herzegovina, Germany, Italy, Spain, Mexico and Brazil. Middle of 2009 Was replaced by Vanilla Coke in June 2009 Only available in the United States, France, Canada, Czech Republic, Slovak Republic, Bulgaria and Lithuania Only available in Federation of Bosnia and Herzegovina, New Zealand and Japan. Only available in France and Belgium.

Black Cherry 2008 Vanilla Coca-Cola Black Coca-Cola Citra Coca-Cola Light Sango 2008

Beginning 2010

of

2008 2008

Coca-Cola Orange

2009

Only available in the United Kingdom and Gibraltar

30

Diet

Coke/Diet

Coca-Cola

1982

The first version of Coca-Cola without sugar.

Caffeine-Free Diet Coke Diet Cherry

The first version of caffeine free version of Diet 1983 Coke and the first extension of the Diet Coke formula.

Cherry 1986

Coke/Diet Coke

Available in U.S. and United Kingdom (as of 2009). Discontinued in Australia and Israel. Only available in Austria, Brazil, Canada,

Diet Coke with Lemon

Germany, Hong Kong, The Netherlands, South 2001 2007 in usa Africa, Spain and Israel. The version sold in Continental Europe uses the Coca-Cola Light brand.

Diet

Vanilla

Coke/Diet Coke

2002

2007 in usa

Only available in Hong Kong, New Zealand (only 300mL and 600mL), Australia,

Diet Coke with Lime

2006

Available in the U.S., Ireland, Finland, Sweden, Canada and Bosnia and Herzegovina.

Diet Coke Diet

Raspberry June 1, 2007 Coke

2008

Only Available in New Zealand, and Bosnia and Herzegovina Only available in the U.S. and Bosnia and Herzegovina Only Available in USA and Bosnia and Herzegovina.

Sweetened with 2007 Splenda Diet Coke Black Cherry Vanilla 2008 2009

31

Coca-Cola Light Sango Diet Coke with Citrus Zest Diet Plus/Coca Light plus Coke

2007

Only

available

in

Belgium,

France,

Luxembourg, and Bosnia and Herzegovina Only available in Bosnia and Herzegovina and in the United Kingdom. Available in many European countries, U.S and Brazil

2009

Cola 2009

Type Manufacturer Country of origin Introduced Variants Related products

Fruit juice The Coca-Cola Company India 1976 Maaza Orange, Maaza Pineapple Slice, Frooti

Maaza:
32

It is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most popular drink being the mango variety so much that over the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also launched Maaza in orange and pineapple variants, but these variants were subsequently dropped. Coca-Cola has recently re-launched these variants again in the Indian market. Mango drinks currently account for 90% of the fruit juice market in India. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti manufactured by Parle Agro. While Frooti was sold in small cartons, Maaza and Slice were initially sold in returnable bottles. However, all brands are also now available in small cartons and large PET bottles.

Fanta

Type Manufacturer Introduced

Soft drink The Coca-Cola Company Germany

Related products

Orange Sunkist

Crush,

Orange

Slice,

Fanta: It is a global brand of fruit-flavored carbonated soft drink from the Coca-Cola
Company. There are over 90 flavors worldwide. 33

The drink market debut was in 1942. Fanta has its origins in Germany. When a trading ban was placed on that nation by the Allies during World War II. The Coca-Cola GmbH therefore was not able to import the syrup needed to produce Coca-Cola in Germany. As a result, Max Keith, the man in charge of Coca-Cola's operations in Germany during the Second World War, decided to create a new product for the German market, using only ingredients available in Germany at the time, including whey and pomace the "leftovers of leftovers", as Keith later recalled. The name was the result of a brief brainstorming session, which started with Keith exhorting his team to "use their imagination" ("Fantasie" in German), to which one of his salesmen, Joe Knipp, immediately retorted "Fanta!" Limca

Type Manufacturer Country of origin Introduced Related products

Lemon-lime soda The Coca-Cola Company India 1977 Coca-Cola, 7 Up, Sprite

Limca: It is a lemon and lime flavored carbonated soft drinks made in India and certain
parts of the U.S. It is less bubbly than its American counterparts like Seven Up and Sprite, and it has a slight flavor of ginger. In 1992, when the government allowed Coca-Cola to return, at the same time as it admitted Pepsi for the first time, Coca-Cola bought Limca, Thums Up, Maaza and other drink brands.

34

Thums Up

Type Manufacturer Country of origin Introduced Related products

Cola The Coca-Cola Company India 1977 Coca-Cola, Pepsi, Campa Cola

Thums Up:
It is corbonated soft drink(cola) popular in India.where its bold, red thumbs up logo is common. It is similar in flavoure to other colas but has a unique taste reminiscent of betel nut.. Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India, Thums Up, Limca, and Campa Cola gained nationwide acceptance. The brand was bought out by Coca-Cola which, after unsuccessful attempts at killing the brand, later re-launched it in order to compete against Pepsi

Sprite

35

Type Manufacturer Country origin Introduced Colour of

Soft-Drink The Coca-Cola Company

West Germany in 1961 Transparent Bitter Lemon Citrus Grapefruit,

Flavour

Citrus, Lemon and Lemon-Lime[1]

Related products 7 Up, Sierra Mist, Mountain Dew

Diet Coke:

Type

Diet Cola The Coca-Cola

Manufacturer : Company

36

Country of origin: Introduced Variants Diet : : 1982

United States

Diet Coke Caffeine

Free,

Coke with Lemon, Diet Coke with lime

Related products : Coca-Cola

Brand Spotlight: Coca-Cola From the Three As to the Three Ps

Coca-Cola used to focus its strategy on the three As: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Colas mantra is the three Ps: preference, pervasive penetration, and price-related value. The Power of Brand Accessibility

If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market share in terms of share of human liquid consumption. This makes water a competitor. In fact, a Coke executive has said that he wont be satisfied until there is a Coca-Cola faucet in every home. Coca-Colas mantra is within an arms reach of desire. Coca-Cola is Serious About Brand Building

Each month, Coca-Cola tests 20 brand attributes with 4,000 consumers to measure movement. The company also compensates (bonus and other compensation components) a large portion of its senior managers based on brand preference. One Final Coca-Cola Fact

37

A recent Coca-Cola annual report reported that the second most recognized expression in the world after ok? is Coca-Cola.

Successful branding: Why Coca Cola is top brand in the world:

Coca Cola has been the leading brand in the world for eight years running and probably would remain so for many years because the company continues to reinvent its brand. The secret behind the Coca Cola brand success is not the result of mere chance or excessive spending on advertising, it is as a result of careful and systematic strategy and Ghanaian businesses can learn from that. Interbrand has this advice for businesses in its 2010 report on brand rankings: Regardless of your view of the world, in good times and bad, your brand is your companys most valuable asset. Understanding how your brand creates value for you is key to maintaining market leadership or establishing it in the first place. Indeed, in Ghana, bland mediocrity has succeeded for so long to the extent that businesses have grown to take consumers for granted. This honeymoon, however, is not likely to last for long as information and knowledge becomes widespread. As a matter of fact the 2010 general elections in Ghana is a typical example as well as a signal that the average Ghanaian is becoming sophisticated and informed in taking crucial decisions when it matters most.

38

DATA ANALYSIS AND PRESENTATION

4.1 TYPES OF DRINKS PREFERED OF BY CUSTOMERS Response Respondents Numbers Soft drink Butter milk Fruit juice Coconut water 32 3 25 40 100 39 Percentage 32 3 25 40 100%

S.NO

1 2 3 4

Total

Percentage of respondents

45 40 35 30 25 20 15 10 5 0 soft drink 3 butter milk fruit juice 32 25

40

soft drink butter milk fruit juice coconut water

coconut water

Responses

INFERENCE: From the study, it is observed that 32% preferred to have soft drinks where as 40% preferred for the natural coconut water. 25% and 3% preferred to have fruit juice and butter milk respectively.

4.2 NO OF CUSTOMERS PURCHASED COCO-COLA PRODUCTS

S.NO

Response

Respondents Numbers Percentage 97 3 100%

1 2

Yes No

97 3 100

Total

40

100 80 Percentage 60 of respondents 40 20 0

97

Yes No 3 Yes Responses No

INFERENCE: The above table 4.1 shows about the number of customers purchased of coca-cola products. Out of 100 people, 97%of them purchased coca cola at least once. But 3% of them did not purchase it at all. It was surprising to see that all the three were females. They only tasted it when they were offered in a party. They hated it so much that they did not ever purchase it later.

4.3 CUSTOMERS BRAND PREFERENCES Respondents Numbers Maaza Lemon cloudy Lemon clear Orange 30 1 1 8 Percentage 30 1 1 8

S.NO

Response

1 2 3 4

41

Cola

60 100

60 100%

Total

60 50 40 Percentage of 30 respondents 20 10 0 1 1 8 Maaza Lemon Lemon Orange cloudy clear Responses 30

60

Maaza Lemon cloudy Lemon clear Orange Cola Cola

INFERENCE: The above table 4.3 shows that out of 100 people, 60% preferred Cola, 30% preferred Maaza, and 2% preferred Lemon cloudy & lemon clear and remaining preferred Orange.

4.4 FREQUENCY OF CONSUMPTION OF COCO-COLA PRODUCTS Response Respondents Numbers Once in a week Twice or thrice in a week Occasionally 42 33 25 100 Percentage 42 33 25 100%

S.NO

1 2 3

Total

42

45 40 35 30 Percentage of 25 respondents 20 15 10 5 0

42 33 25 Once in a w eek Tw ice or thrice a w eek occasionally Once in a w eek Tw ice or thrice a w eek Responses occasionally

INFERENCE: It is observed that out of 100 respondents, 42% consume the soft drinks once in a week, where as 33% and 25% consume twice or thrice in a week and occasionally respectively.

4.5 CUSTOMER PREFERENCES FOR JUICE S Respondents Numbers Yes No 90 10 100 Percentage 90 10 100%

S.NO

Response

1 2

Total

43

100 80 Percentage of 60 respondents 40 20 0 Yes

90

Yes 10 No Responses No

INFERENCE: The above table 4.5 shows that out of 100 respondents, 90% preferred brand juice at least once. But 10% of them did not prefer brand juice. It was surprising to see that most of them were school children.

4.6 CUSTOMER PREFERENCES OF BRANDED JUICE DRINKS Response Respondents Numbers Maaza Frooti Real Tropicana Others 40 30 8 7 15 Percentage 40 30 8 7 15

S.NO

1 2 3 4 5

44

Total

100

100%

15%

7%

40%

Maaza Frooti Real Tropicana Others

8%

30%

INFERENCE: The above table 4.6 shows that out of hundred respondents sample of the survey the brand preference in market is, 40% preferred maaza, 30% preferred frooti, 8% preferred real, 7% preferred Tropicana , and 15% preferred others.

4.7 MOST WANTED FLAVORS IN THE SOFT DRINKS Response Respondents Numbers Mango Pine apple Apple Orange Grapes 73 2 1 23 1 100 45 Percentage 73 2 1 23 1 100%

S.NO

1 2 3 4 5

Total

Grapes Orange Apple Pine apple Mango 0

1 23 1 2 73 20 40 60 80 Grapes Orange Apple Pine apple Mango

Responses

Percentage of respondents

INFERENCE: The above table 4.7 shows that out of 100respondents, 73% of the respondents said mango is the most wanted flavor. 23% of them said orange, 2% of said pineapple, and remaining 2% said gapes and apple. At present, most wanted flavor is mango. And most of the people preferred mango.

4.8 PREFERRED PACKING FOR THE SOFT DRINKS Response Respondents Numbers RGB Tetra Pet 49 38 13 100 Percentage 49 38 13 100%

S.NO

1 2 3

Total

46

50 45 40 35 Percentage 30 of 25 respondents 20 15 10 5 0

49 38

13

RGB Tetra Pet

RGB

Tetra Responses

Pet

INFERENCE: The above table 4.8 shows that out of 100 people who preferred the Coca Cola, 38% preferred tetra packets, 49% preferred RGB (return glass bottles) and remaining 13% preferred Pet bottles. It was surprising that school children (below 10 th class) preferred Tetra packets. RGB was mostly used in parties.

4.9 APPEARANCE OF PACKING /BOTTLING Response Respondents Numbers Excellent Very good Good Average Poor 47 22 35 30 13 0 Percentage 22 35 30 13 0

S.NO

1 2 3 4 5

Total

100

100%

Percentage of respondents

40 35 30 25 20 15 10 5 0 Excellent 22

35 30 Excellent Very good Good 13 Average Poor 0 Very good Good Responses Average Poor

INFERENCE: From the table, it is clear that out of the 100 respondents 22% rated as excellent for the packing, 35% rated it as very good, 30% rated it to be good and the remaining 13% rated average.

4.10 OPINION OF AVAILABILITY ABOUT THE SOFT DRINKS Response Respondents Numbers Excellent Very good Good Average Poor 29 39 30 2 0 100 48 Percentage 29 39 30 2 0 100%

S.NO

1 2 3 4 5

Total

Percentage of respondents

45 40 35 30 25 20 15 10 5 0 Excellent

39 29 30 Excellent Very good Good Average Poor 2 Very good Good Responses Average 0 Poor

INFERENCE: From the table, it is clear that out of the 100 respondents 29% rated as excellent for the availability of the brand, 39% rated it as very good, 30% rated it to be good and the remaining 2% rated average.

4.11 PLACE OF PURCHASE Response Respondents Numbers Grocery stores Vending machines Specialist market Convenience stores Others 2 3 1 91 3 100 49 Percentage 2 3 1 91 3 100%

S.NO

1 2 3 4 5

Total

3%

2%3%1%

Grocery stores Vending machines Specialist market Convenience stores Others

91%

INFERENCE: The above table 4.11 shows that 91% of the people buy Coca Cola in the nearest store, which is available to their convenience. 6% go to grocery stores, vending machine & specialty markets. The people who buy from vending machine are the college students & frequent film wathchers.3percentage buys coca cola from canteens where they are available at a cost lower than its retail price.

4.12 IMPACT OF DISOUNTS AND OFFERS ON THE BUYING BEHAVIOR Response Respondents Numbers To a large extent To some extent Not at all 18 52 30 100 Percentage 18 52 30 100%

S.NO

1 2 3

Total

50

60 Percentage of respondents 50 40 30 20 10 0 18

52

30

To a large extent To some extent Not at all

To a large extent To some extent Responses

Not at all

INFERENCE: The above table 4.12 shows the most of the people say that Coca Cola has become a part of the lives, so a small increase or decrease in price as well as providing discounts and offers for the product will not affect their demand nor consumption. Almost about 52% of people say that there will be only a negligible amount of change in the demand. If discounts are provided, rest 30% says that there will not be any change at all in their consumption.18percentageof the loyalists & occasional drinkers say that they would increase the consumption if discounts & offers were provided.

51

SUMMARY
FINDINGS:

1. It is found that discounts and offers will have a greater impact on the purchasing power of the consumers. 2. Most of the consumers brought the products from their convenience stores. 3. Next to mango flavor majority of the consumers preferred to have orange flavored drinks. 4. RGB purchases are higher when compared to the tetra pack and pet bottles. 5. Most of the consumers rated satisfactorily when asked about the packing and appearance of the soft drinks.

6. Majority of the respondents preferred to have branded juices. 7. It is also found that maaza is the most preferred brand when compared to others. 8. The sales of Tetra packets are very poor. 10. The company did not have any scheme for off-season.

52

SUGGESTIONS

1. The sales of Tetra packets are very poor. Some precautions should be taken to avoid this problem. 2. The company did not have any scheme for off-season. It should provide some schemes for this.

3. As there is no continuous supply of Coke products, they have no other chance but to opt for Pepsi than Coke.

4. Increase the supply of scarce products (Pet bottles of Thums up, sprite, Fanta, etc.,) in summer.
5. Supply

more number of attractive company advertising posters and glosign

boards to the retailers.

6. The company should see that the bottling is done in such a Way that there are no gas leakage problems.

53

CONCLUSION:
There is a revolution taking place in distribution with the entry IN THE METRES AS WELL AS SMALLER CITIES AND TOWNS , OF SELF SERVICE stores, super markets ,shopping malls , departmental stores, chain stores and information technology . But that does not mean that morn and pop stores will die. What will certainly happen is that many will become spruced up. At the same time, direct selling by mail order ,and door to door ,will see tremendous growth . Already, a recent entrant like Amway rural and mass markets. Foreign brands will dominate most Indian consumer products. Indian brands that are in niche markets have a better chance of surviving and growing. So do those that have already reached large size. Indian business have to overcome their history of past short term thinking. has crossed Rs100 cores in turnover and is expecting faster growth, especially as they prepare to tap

54

Annexure

55

QUESTIONAIRE FOR CONSUMERS

Name Sex Age group Qualification : : : : Soft Drink Fruit Juice 2. Have you ever purchased Coco-cola? 3. Which brand do you prefer? : Cola Orange Lemon Cloudy Maaza 2 or more times a week : Yes/ No Butter Milk Coconut Water

1. Which Type of Drink Do You Preferr?

Lemon Clear 4. How regular you consume? : Once a week Occasionally 5. Do you prefer to have juice (Branded)? 6. Which is your preferred brand? : Maaza, Frooti, 7. Which is your preferred flavor? : Mango, Grapes, 8. Which is your preferred pack? 9. How is the appearance of Packing? : RGB, : Excellent, Average, Real, : YES/NO

Tropicana,

Others Orange, Apple, Tetra, Pineapple, Others PET Good,

Very good,

below average/poor

56

10. What is your opinion about

: Excellent,
Average,

Very good,

Good,

The availability?
11. Where do you purchase Coca-Cola from? 12. Will discounts/ offers have Impact on buying behavior?

Below average/poor Super Markets,

: General stores, Vending machine

: To a large extent, to some extent, Not at all

57

BIBLIOGRAPHY
1. Marketing Management----- PhilipKotler 2. Marketing Management -----V.S Rama Swamy & S. Namakumari 3. Marketing Management -----V.S Rama Swamy & S. Namakumari 4. Research Methodology -----C.R.Kothari 5. Departmental Journals 6. Coca-Cola: Its Strategies (journals) WEBSITES: 1 http://www.adrm.com/7_luxurygoods.htm 2. http://www.brand.net.tw/Brand/Event/trend95/index.asp 3.http://www.theage.com.au/articles/2002/09/26/1032734275908.html 4. Website of Hindustan Coca-Cola Beverages Pvt. Ltd

58