Chapter-1

INTRODUCTION
Soft Drinks in India
Euro monitor International's Soft Drinks in India market report offers a comprehensive
guide to the size and shape of the market at a national level. It provides the latest retail
sales data, allowing you to identify the sectors driving growth. It identifies the leading
companies, the leading rands and offers strategic analysis of key factors influencing the
market - e they new product developments, packaging innovations, economic!lifestyle
influences, distriution or pricing issues. "orecasts illustrate how the market is set to
change.
Robust growth continues
#he soft drinks industry continued on its path to recovery from the low growth seen
etween $%%& and $%%', with higher volume growth in $%%( than that seen in $%%). #he
mature sectors of ottled water, fruit!vegetale *uice and caronates saw a dynamic year,
with companies refreshing their products+ rand image and packaging to attract new
consumers. Emerging product categories, such as energy drinks and reconstituted 1%%,
*uice, saw high doule-digit growth rates, as companies increased their products+
penetration in India. -ff-trade volume growth was slightly higher than on-trade volume
1
growth, as convenient on-the-go packaging, company sponsored chillers in kiranas and
attractive supermarket displays fuelled off-trade sales across the market.
.ith the industry ack on the upward growth curve, companies refreshed their rands y
introducing new and more premium packaging designs, pack sizes and communication
campaigns. In $%%(, ottled water was especially dynamic, with all the ma*or national
rands following the cue of /isleri+s reranding in late $%%). Caronates and *uice drinks
were also reinvigorated with new pack sizes that targeted on-the-go consumption y
young adults. .ith 0naturally healthy1 ecoming a key focus for consumers and
manufacturers, fruit!vegetale drinks companies focused their efforts on highlighting
their products+ fresh fruit content and health attriutes. Companies put in motion plans to
e2tend their product portfolios to emerging categories such as 1%%, *uice, energy drinks
and flavored water.
Domestic players thrie
#he multinationals Coca-Cola India and 3epsiCo India 4oldings saw their off-trade value
shares of soft drinks in India decline over the review period, as other national and
regional players updated their rand portfolios and increased the penetration of their
rands in India. /ottled water players, such as 3arle /isleri and 5hariwal Industries, were
particularly successful in e2panding their consumer ase through a concerted effort to
increase their manufacturing capacity and move to newer regions within India. 5aur
India and 3arle 6gro enefited from their first mover advantage in eing present in high-
growth emerging product categories, such as 1%%, *uice and other non-cola caronates.
$
!odern retailing thries alongside kiranas
.ith companies increasing their spend on elow-the-line marketing activities, the
ui7uitous kiranas were the eneficiaries of efforts such as randed glass door
refrigerators, regional language anners and displays, and the roll-out of on-the-go
packaging for caronates and *uice drinks. 8upermarkets, which are still something of a
novelty in many small cities, continued to attract a comination of regular grocery
shoppers and young impulse uyers. /undling and discount promotions for
fruit!vegetale *uice and concentrates drove product sampling in supermarkets. Emerging
categories, such as energy drinks and 9#5 tea, received a oost from impulse uyers in
supermarkets, while attractive displays and imported products in up market shopping
centre introduced consumers to new products, such as sports drinks and flavored water.
Double"digit growth e#pected
.ith rising consumer affluence and companies tailoring their product designs and
marketing specifically to target the young adult population group, the trend of roust
doule-digit annual volume growth is e2pected to continue over the forecast period. #he
foray of leading national players into emerging categories, such as energy drinks and
1%%, *uice will help sustain high growth rates in the future. Competition from the
unorganized sector is e2pected to decline over the forecast period, as the national players
make a concerted effort to educate consumers aout the health enefits of packaged
drinks, and move into markets such as ulk ottled water, which are currently dominated
y the unorganized sector.
Chapter-$
:
Company $rofile
%istory
Coca-cola originated in 6tlanta, ;eorgia, on <ay (, 1(('. 3harmacist 5r. =.8.3emerton
stirred up a fragment caramel colored syrup in a three > legged rass kettle in his
ackyard and carried a *ug of his formulation down the street to =aco+s pharmacy. #hat
same day, the new product made its deut as a soda fountain drink for five cents a glass,
when caronated water was mi2ed with the new syrup, refreshment history was made?
#hinking that two C+s would look well in advertisement 5r. 3emerton suggested the
name @ calligraphic the famous trademark in a uni7ue script.
-n <ay $Ath 1((', the first newspaper advertisement appeared in the 6tlanta =ournal
which proclaimed Coca-cola was delicious and refreshing @ the theme continues to echo
today.
"ollowing the death of 5r. =.8.3emeston in 1(((, all his remaining rights to the product
were purchased y ;.Candler, a druggist @ 6tlanta /usinessman. <r. Candler
recognized great potential in Coca-cola @ went on to ac7uire compete control for $:%% in
1(A1.
6s Candler+s strategy was to make Coca-cola availale every where @ to trigger desire as
often @ in as many ways possile. #his strategy is still used today.
Bnited 8tates patent officer on =anuary :1
st
1(A:, and has een renewed periodically.
#hat same year, the first dividend was paid to the shareholders.
Con-alcoholic soft drink everage market can e divided in to fruit drinks @ soft drinks.
8oft drinks can e further divided into caronated @ non-caronated drinks. Coca, lemon
@ oranges are caronated drinks, while mango drinks come under non-caronated
category. #he soft drinks market till early 1AA%+s was in hands of domestic players like
Campa, #hums up, Dimca etc. /ut with opening up of economy @ coming of <CC
players 3epsi @ Coke the market has come totally under their control, while worldwide
Coke is leader in caronated drinks market in India. It is 3epsi which scores one coke ut
this difference is fast decreasing ECourtesy huge ad-spending y oth the playersF.
8oft drinks are availale in glass ottles, aluminum cans @ 3E# ottles for home
consumption.
G
&now 'bout their (lobal )ottling System
#oday, our products reach consumers and customers around the world through a vast
distriution network made up of local ottling companies. #hese ottlers are located
around the world, and most are independent usinesses. Bsing syrups, concentrates and
everage ases produced y #he Coca-Cola Company, our gloal ottling system
packages and markets products, then distriutes them to more than 1G million retail
outlets worldwide.
#he Coca-cola is committed to assisting its ottlers with the functions of an efficient
ottling operation and initiating 7uality systems to ensure the highest 7uality products for
our consumers.
Coca"cola *" One of the +orlds ,argest )eerage Company
#he coca-cola company e2ists to enefit, refresh everyone it touches, for more than
century they have een fulfilling this promise.
8ince its eginning in spirit of 1((', Coca-cola has grown to ecome the most recognized
trademark in history. -perating in more than 1A& countries worldwide, Coke is the most
popular everage on earth @ is en*oyed over )):,%%%,%%% times daily.
#he Coca-cola is the worldwide leading manufactures, marketer @ distriutor of non -
alcoholic everage concentrates @ syrups, with world head7uarters in 6tlanta, ;eorgia.
#he Co+s @ its susidiaries en*oy nearly :1%%% people around the world. 8yrups,
concentrates @ everages ases for Coke. #he Coke flagship rand @ over $:% other
company soft drink rands are manufactured @ sold y the Coca Cola Co+s @ its
susidiaries in nearly $%% countries around world.
&
.hile much of the world has changed since 1((', with the old giving way to the new at
almost daily strokes, what has withstood the test and taste of time, inding the young and
old to en*oy their moments of simple pleasure and eternal *oy is the magic of Coke. 6nd
this year, consumers the world over will reach for products of #he Coca-Cola Company
more than a illion times every single day. It is one of the world+s largest everage
company, which has come a long way since its modest eginnings more than a century
ago...
Coke 'dertisements* " It-s the Real Thing
6dvertising has played an important role in the success of our products since our first
newspaper ad in 1((', which read, HCoke1 5elicious? 9efreshing? E2hilarating?
Invigorating?H #he Company uses advertising to trigger desire as often and in as many
ways as possile. #hroughout the years, slogans for Coke have always een memorale.
4ere are some highlightsI
./// " COC'"CO,' 0N1O2
3445 " ',+'2S COC'"CO,'
344/ " C'N-T )0'T T%0 R0', T%IN(
3464 " C'N-T )0'T T%0 700,IN(
3468 " R0D9 +%IT0 'ND 2OU
346. " CO&0 IS IT
34:8 " CO&0 'DDS ,I70
34:3 " I-D ,I&0 TO )U2 T%0 +OR,D ' CO&0
3484 " ITS T%0 R0', T%IN(
3485 " T%IN(S (O )0TT0R +IT% CO&0
34;4 " )0 R0',,2 R07R0S%0D
34<< " (,O)', %I(% SI(N
'
34<. " ITS T%0 R0', T%IN(
3458 " ITS T%0 R07R0S%IN( T%IN( TO DO
34.. " T%0 $'US0 T%'T R07R0S%0S
"resh, creative and tasteful, advertising images for Coca-Cola have always set a high
standard of 7uality for other products around the world. #he Company recognizes that
Coca-Cola elongs to the illions of consumers in every corner of the gloe who have
chosen it as their favorite soft drink. #heir advertising reflects that special relationship
etween consumers and the simple moments of pleasure they have come to associate with
Coca-Cola.
=uality is their %ighest )usiness Ob>ectie* "
#he ultimate o*ective of our usiness strategy is to increase volume, e2pand our share of
worldwide non-alcoholic ready to drink everages sales, ma2imize our long term cash
flows @ create economic value added y improving economic profit.
#he Coke system has more than 1' million customers around the world that sell or serve
our products directly to consumers. .e keenly focus on enhancing value for these
customers @ helping them grow their everages usinesses. .e strive to understand each
customer+s usiness @ needs, weather that customer is a sophisticated retailer in a
developed market or a kiosk owner in an emerging market.
#here are nearly ' illion people in the world who are potential consumers of our
company+s products. Bltimately our success @ our mission depend on our aility to
satisfy more of their everage consumption demands and our aility to add value for our
customers. .e achieve this when we place the right products in the right markets at the
right time.
)
8trong cash flow position, which can e derived from consistent performance and lower
investment re7uirements of average earnings per share growth of appro2imately 1&G.
-ver the long term capital e2penditure will e stale to declining from historical trends
over the ne2t & years, as the investments in the ottling side of the usiness will e
reduced. <aintain the net det to net capital ratios that have een shown historically.
#he Coke e2ists to enefit and refresh everyone it touches. Juality is more than *ust
something we taste or see or measure. It shows in our every action. #hey relentlessly
strive to e2ceed the world's ever-changing e2pectations ecause keeping the Juality
promise in the marketplace is their highest usiness o*ective and their enduring
oligation.
6ccording to Coke , most of the Consumers across the gloe choose their rand of
refreshment more than a illion times everyday ecause coke isI
#he 8ymol of Juality
Customer and Consumer 8atisfaction
6 9esponsile Citizen of the .orld
Chapter-:
Coca cola products
(
Soft drinks
-ur dozens of soft drink rands provide flavor and refreshment in a variety of choices.
"rom the original Coca-Cola to most recent introductions, soft drinks from #he Coca-
Cola Company are oth icons and innovators in the everage industry.
)rand Name* " C-C6-C-D6
Drink Type* " 8-"# 59ICK8
Coca"Cola* Coca-Cola is the most popular and iggest-selling soft drink in history, as
well as the est-known product in the world. Created in 6tlanta, ;eorgia, y 5r. =ohn 8.
3emerton, Coca-Cola was first offered as a fountain everage y mi2ing Coca-Cola
syrup with caronated water. Coca-Cola was introduced in 1((', patented in 1((),
registered as a trademark in 1(A: and y 1(A& it was eing sold in every state and
territory in the Bnited 8tates. In 1(AA, #he Coca-Cola Company egan franchised
ottling operations in the Bnited 8tates. Coca-Cola might owe its origins to the Bnited
8tates, ut its popularity has made it truly universal. #oday, you can find Coca-Cola in
virtually every part of the world.
'ailable in the following flaors* Cola, Cola ;reen #ea, Cola Demon, Cola Demon
Dime, Cola Dime, Cola -range and Cola 9asperry.
A

1%

Chapter-G
CUSTO!0R S'TIS7'CTION
D07INITION O7 CUSTO!0R
Customer is a value - ma2imizer, within the ounds of search costs and limited
knowledge, moility, income and form an e2pectation of value and act upon it. .hether
11
or not the offer lives up to the value e2pectation affects oth satisfaction and repurchase
proaility.
;andhi's definition of customer can e given as >
1F 6 customer is not an outsider to our usiness. 4e is definite apart of it. 6 customer is
not an interruption of our work. 4e is the
main purpose of it.
$F 6 customer is doing us a favor y letting us serve him. .e are not doing any favor.
:F 6 customer is not a cold statisticL he is a flesh @ lood human eing with feelings and
emotions like our own.
GF 6 customer is not someone to argue or match wits with. 4e deserves courteous and
attentive treatment.
&F 6 customer is not dependent on us. .e are dependent on him.
'F 6 customer rings us his wants. It is our *o to handle them properly and profitaly-
oth to him and us.
D07ININ( CUSTO!0R ?',U0 'ND S'TIS7'CTION*"
Customer ?alue*"Customers will uy from the firm that they see as offering the highest
perceived value.
Customer perceied alue @C$?A is the difference etween the prospective customer+s
evaluation of all the enefits and all the costs of an offering and the perceived
alternatives. #he customer delivered value has two components >total customer value and
total customer cost.
1$
Total Customer ?alue is the perceived monetary value of the undle of economic,
functional, and psychological enefits customers e2pect from a given market offering.
Total Customer Cost is the undle of costs customers e2pect to incur in evaluating,
otaining, using, and disposing of the given market offering.
Customer satisfaction* #he provision of goods or services which fulfill the customer's
e2pectations in terms of 7uality and service
Customer Satisfaction*"
Customer satisfaction is more a function of how closely your customers' e2periences with
your usiness conform to their e2pectation.H
Customer means that the customer's needs are met, products and services are satisfactory
and customer e2perience is positive.
&otler @344:A defines customer satisfaction as follows- Hsatisfaction is a persons feeling
of pleasure or disappointment resulting from comparing a product is perceived
performance Eor outcomeF in relation to his or her e2pectations.H It portrayed the idea of
measuring how satisfied customers are with the organization's efforts in a market place.
Customer satisfaction measures the following varialesI
1F product
$F service
:F relationship
GF price
&F convenience
'F rand image
)F rand association
(F total customer e2perience
1:
8ome more definitions of Customer satisfaction can e given asI-
Customer satisfaction* #he provision of goods or services which fulfill the customer's
e2pectations in terms of 7uality and service
Customer satisfactionI - 6 state that results when an e2change meets the needs and
e2pectations of the uyer.
Customer SatisfactionI - 9etailers know that satisfied customers are loyal customers.
Conse7uently, retailers must develop strategies intended to uild relationships that result
in customers returning to make more purchases.
Customer satisfaction* - #he degree to which there is match etween the customer's
e2pectations of the product and the actual performance of the product.
Customer SatisfactionB Ccustomer e#perience"customer e#pectationD
Customer 8atisfaction M %. It enhance the customers D<N
Customer 8atisfaction O% Customer attrition are more fre7uent result in fall in D<N
Now what is ,!?E
,!?* Every customer is an assets and has a economic life time market alue @,!?AFa
customer life time value can e determined y using the following formulae-
D<NP Qaverage customer transaction amountRnumer of transactions he or she will
1G
conduct with the organization over timeS
It is comination of high value spending efforts and resources to ac7uire, upgrade and
retain that customers. It is the high loyalty that will entails marketer to en*oy a long term
relationship.
Customer 0#pectations
#he uyers form their e2pectations from past uying e2perience, friends+ and associates+
advice and marketers and competitors information and promises.
If marketers raise e2pectations too high, the uyer is likely to e disappointed. 4owever,
if the company sets e2pectations too low, it won+t attract enough uyers Ealthough it will
satisfy those who do uyF.
8ome of today+s most successful companies are raising e2pectations and delivering
performance to match. #hese companies are aiming for #C8- #otal Customer
8atisfaction.
Deliering %igh Customer ?alue
#he key to generating high customer loyalty is to deliver high customer value. 6ccording
to <ichael Danning, in his Deliering $rofitable ?alue9 a company must design a
competitively superior value proposition aimed at a specific market segment, acked y a
superior value delivery system.
1&
#he alue proposition consists of the whole cluster of enefits the company promises to
deliver, it is more than the core positioning of the offering. /asically, the value
proposition is a statement aout the resulting e2perience customers will gain from the
company+s market offering and from their relationship with the supplier. #he alue"
deliery system includes all the e2periences the customer will have on the way to
otaining and using the offering.
In a hypercompetitive environment with increasingly rational uyers, companies can only
win y creating and delivering superior valueL creating customer valueL delivering
customer valueL capturing customer valueL and sustaining customer value. #o succeed, a
company needs to use the concepts of a value chain and a value delivery network.
?alue Chain
<ichael 3orter of 4arvard proposed the alue chain as a tool for identifying ways to
create more customer value. Every firm is a synthesis of activities that are performed to
design, produce, and market, deliver and support its product. #hese nine value-creating
activities consist of five primary activities and four support activities.
#he primary activities represent the se7uence of ringing materials into the usiness
Einound logisticsF, converting them into final products EoperationsF, shipping out final
products Eoutound logisticsF, marketing them Emarketing and salesF, and servicing them
EserviceF.
#he support activities- procurement of, technology development, human resource
management, and firm infrastructure are handled in certain specialized departments.
1'
The (eneric ?alue Chain
#he core usiness processes includeI-
The market sensing process* 6ll the activities involved in gathering market
intelligence, disseminating it within the organization, and acting on the
information.
"irm infrastructure
4uman 9esource <anagement
#echnology 5evelopment
3rocurement
Inound
Dogistics
-perations
-utound
Dogistics
<arketing
6nd
8ales
8ervice
1)
3rimary activities
8upport
6ctivities
The new offering realiGation process* 6ll the activities involved in researching,
developing, and launching new high 7uality offerings 7uickly and within the
udget.
The customer acHuisition process* 6ll the activities involved in defining target
markets and prospects for new customers.
The customer relationship management process* 6ll the activities involved in
uilding deeper understanding, relationship, and offerings to individual
customers.
The fulfillment management process* 6ll the activities involved in receiving
and approving orders, shipping the goods on time, and collecting payment.
8trong companies develop superior capailities in managing their core processes. "or
e2ample, +al"!art has superior strength in its stock replenishment process.
Customer Relationship !anagement I
1(
Definition*
Customer 9elationship <anagement EC9<F is a usiness strategy to identify, cultivate,
and maintain long-term profitale customer relationships. It re7uires developing a method
to select your most profitale customer relationships Eor those with the most potentialF
and working to provide those customers with service that e2ceeds their e2pectations.
#here are many different facets of C9< for every usinessI
Identifying 7ualified leads and gaining new customers
Closing sales more effectively and efficiently
6llowing customers to perform usiness transactions 7uickly and easily
3roviding service and support following a sale
Customer Relationship !anagement EC9<F refers to the methodologies and tools that
help usinesses manage customer relationships in an organized way.
"or small usinesses, customer relationship management includesI
- C9< processes that help identify and target their est customers, generate 7uality sales
leads, and plan and implement marketing campaigns with clear goals and o*ectivesL
- C9< processes that help form individualized relationships with customers Eto improve
customer satisfactionF and provide the highest level of customer service to the most
profitale customersL
- C9< processes that provide employees with the information they need to know their
customers' wants and needs, and uild relationships etween the company and its
customers.
Customer relationship management tools include software and rowser-ased
applications that collect and organize information aout customers. "or instance, as part
of their C9< strategy, a usiness might use a dataase of customer information to help
1A
construct a customer satisfaction survey, or decide which new product their customers
might e interested in.
'lso &nown 's* C9<L sometimes called customer service management.
(etting the hype out of Customer Relationship !anagement
Summary* Key to staility in today's dynamic marketplace is in forging long-term
relationships with customers. #echnology is changing at such a fast pace today that y
*ust offering a service
-r a product a usiness won+t e at an advantage for too long. 6 customer-facing
usiness is one in which the customer can demand and receive what he wants.
#he Customer is not new, Relation s are as old as a uyer and a seller and so is
Management .
#he concepts of C9< have e2isted since the concept of uying and selling came into
eing.
#hen, what is creating waves in today's C9< industryT Is that small electronic 'e'
changing the trendT
C9< is considered to e a software tool and a technology solution in this Information
#echnology industry. In fact C9< is a strategy towards achieving a holistic view of any
partner engagement. C9<, which is a comination of marketing and usiness processes,
is the asic understanding of customers and how organizations measure them. #he mantra
ehind C9< is
Catering to customized needs HcentrallyH.
$%
6s defined y the HgurusH of C9< - Customer 9elationship <anagement is a usiness
strategy to select and manage the most valuale customer relationships. C9< re7uires
customer-centric
/usiness philosophy and culture to support effective marketing, sales and service
processes. C9< software applications can enale effective customer relationship
management, provided that an
Enterprise has the right leadership, strategy and culture.
+hy CR!E
Keeping in mind the pace at which technology is changing today, any company which is
a step ahead of others ecause of some we product or service will not e ale to hold on
to that advantage for long. #he key to staility in today's dynamic market place is forging
long-term relationships with the customers.
Customers can be diided into three Gones*
1. Zone of defection where customers are e2tremely hostile and have the lowest level of
8atisfaction.
$. Zone of indifference where customers are not sure. #hey have a medium level of
satisfaction and loyalty towards the company.
:. #he third level of customers is in the zone of affection descried as H6postlesH.
C9< focuses on ringing customers from level 1 to level : and retaining apostle
customers.
Customer demands for customization are increasing with every passing day. #his has
made companies shift their focus from Hmass productionH to Hmass customizationH. #he
present scenario of companies using Hpoorly implementedH multi channel strategies for
living up to the e2pectations of customers is ringing oth customer satisfaction and
customer loyalty down the Dadder.
$1
#ake the e#ample of a small enterprise. 4ere hard work reaps high 7uality service and
over the years develops a dataase of loyal customers. In this enterprise computers are
optional. #hen why
Is the C9< industry attracting investments of millions and illions of dollarsT #he reason
is simple. #he concept of H8eller's CustomerH has *ust rotated 1(% degrees to ecome
0sellers customer. #his simply states that, now the customer is more powerful than the
seller. -ptions for customers have increased with the cycle of innovation-to-production-
to-osolescence gaining <omentum. -n the other hand companies are finding it difficult
to differentiate themselves in the marketplace. #hese factors are pushing companies into
taking a closer look at their customer 9elationships.
#oday any company can copy products or services offered y other companies. If the new
entrant adds features like less order turn around time and direct communication then
estalished players are ound to have sleepless nights. -rganizations that implement
C9< and turn their usiness into e-usinesses will find their competitors' customers
ready to welcome them with a HsmileH.
6ccording to a study y I# consulting firm 6erdeen - H#he winners in this new
economy will e those companies that can effectively leverage the Internet to redesign,
automate and integrate all usiness operations.H
-rganizing usiness to satisfy customer demands organizes ! simplifies internal
functioning of the organization. Implementing C9< rings to the front the HpitsH that the
organization had dug over the years, passing work from one pit to another. .orkflows
are reduced, cycle times ecome shorter, information flow of non-productive things gets
eliminated and the most important thing -H3itsH get covered automatically with all the
positive features. Compact sized organizations get into a position of making more money.
#his in turn enales them to please more customers.
Chapter-&
!arketing Research*"
$$
It is a function that links the consumer, customer @ pulic to the marketer through
information. It is used to identify @ define marketing opportunities @ prolemsL to
generate, refine @ evaluate marketing actionsL to monitor marketing performance @ to
improve understanding of marketing process.
<arketing researchers engage in wide varieties of activities, ranging from market
potential @ market share study, to assessment of customer satisfaction @ purchase
ehavior, to study pricing, product, distriution @ promotion activities.
6 company can conduct marketing research in its own research department or have some
or all of it+s done outside. .hether a company uses outside firms depends on its own
research skills @ resources. 6lthough most large companies have their own market
research department, they often use outside firms to do special research task or special
studies. 6 company with no research department has to ut the services of research firms.
The ?alue of Information
Information can e useful, ut what determines its real value to the organizationT In
general, the value of information is determined yI
#he aility and willingness to act on the information.
#he accuracy of the information.
#he level of indecisiveness that would e2ist without the information.
#he amount of variation in the possile results.
#he level of risk aversion.
#he reaction of competitors to any decision improved y the information.
#he cost of the information in terms of time and money.
$:
!arketing Research $rocess*"
#he market research process consist of G stepsI-5efining the prolem @ 9esearch
o*ective, developing the research plan, Implementing the research plan @ Interpreting @
9eporting the findings.
Rationale of the research
#his pro*ect is related with all the core activities of a marketing person when he!she tries
to analyze that whether customers are really satisfied with the product or whether they
$G
5efining the prolem @ 9esearch
o*ective
5eveloping the 9esearch plan for
collecting the information
Implementing the 9esearch plan >
Collecting @ 6nalyzing data
Interpreting @ reporting the findings
wants some changes as per their needs and re7uirements. 6s customers are considered as
the king of the market, a marketer needs to identify the need of a customer and offer the
product accordingly. .hile much of the world is changing rapidly, with the old giving
way to the new at almost daily strokes, whether Coke has withstood the test and taste of
time, inding the young and old to en*oy their moments of simple pleasure and eternal
*oy.
o 6s coke is one of the largest used everage, it will make us clear that whether the
customers are really satisfied with the product or not and what kind of customer
relationship does company prefer with its customers.
o #his pro*ect will help us to understand the organization holistically. Dike what the
organization all aout and what are it+s divisions and how does it operate its
functionsT
o .ith the help of this pro*ect we will e ale to draw the clear cut picture of
consumerism.

o Dastly our area of interest in /usiness 9esearch @ <arketing <anagement is
0Customer 8atisfaction1 @ 0Customer 9elationship1 issues, which draws us to
choose this pro*ect.
Chapter-'
Research Ob>ectie*"
$&
#he o*ective of the study is to analyze the effectiveness network of 4industan Coca
Cola Dimited @ areas of Improvement.
In order to achieve the o*ective, the study is spread over few specific topics likewiseI-
#he first and foremost o*ective is to see whether customers are really satisfied
with the coke.
#o analyze that whether it is safe to drink for small kids and whether the product
is pesticide @ chemical free.
#o check whether it contriute to a strong and resolute India with the heightened
awareness enaling the common man to etter his!her life.
#o study that whether coke is committed to preserve, protect and enhance the
environment.
#o study the present purchase ehavior of the consumer y knowing who
influences their ehavior @ what is current consumption rate.
#o scale consumers attitude towards present rand y evaluating how satisfied !
dissatisfied they are with present one.
#aste @ preferences of consumers.
Chapter-)
Research !ethodology
$'
In this report description research method is considered, which is to collect data from
e2tensive market surveys. ;oing directly to the market @ asking customers and
consumers aout their eliefs @ attitudes aout the company and it+s rand, their
e2periences with the company, their interest in getting directly linked with the company.
6sking for the delightment, if any, they have received from the company or if they have
any dissatisfaction and misconception aout the company and clearing their douts
henceforth.
4ence this method of direct interaction with the customer group @ the success of this
method depend up on the accuracy of the information recorded y the surveyor.
#he findings of this study are ased on the survey conducted y us at all the emassies
and restaurants of Central 5elhi.
Research Design*"
#he design which indicates the method of research i.e. <ethod of information gathering
research instrument used.
Data Collection*"
$)
#he data collection is a long @ comprehensive process @ re7uires systematic collection
of data aout some groups of people or o*ect, the 7uality of the data will greatly effect
the conclusion and hence utmost importance must e given to this process and every
possile precaution should e taken while gathering the data and assemling the facts.
6ny research employed is a mi2ture of primary and secondary data.
3rimary 5ata CollectionI-
#he 3rimary data was collected through oth participative @ non-participative methods-
the techni7ue instruments, which were used areI-
Juestionnaire
3ersonal Interview method is used so that consumers can talk aout their
prolems freely
5irect 3ersonal -servation
Types of Research*"
#he study has een descriptive in nature which includes surveys @ fact finding en7uiries
of different kinds. #he ma*or purpose of this study is the description of the affairs as it
e2ists at present.
#here has een less control over variales. #he things reported in pro*ect report include
only that which has actually happened @ what are happening. #he methods of study
include comparative @ correlation.
$(
Research Instruments*"
Juestionnaire is one of the instruments used for survey. Juestionnaire consist of set of
7uestions presented o respondents for their answers. #here are two sets of 7uestionnaires
used @ they areI-
Juestionnaire consists oth the open ended 7uestions that allow respondents to answer in
their own words and also closed ended 7uestions that pre specify all the answers.
Sampling !ethod*"
#he method of sampling adopted for research is convenience sampling.
Convenience sampling is one chosen purely for e2pedience i.e. items are selected ecause
they are easy @ cheap to find @ measure. #his sampling method help understand the
range of variaility of response on the su*ect area.
Sampling SiGe *"
.e have taken the sample size of ;/ people for the research purpose.
Chapter-(
D'T' 'N',2SIS
$A
J-1 4ave you ever tasted cokeT
((, of the male and A), of the female candidate said that they have tasted coke.
9emaining 1$, of the male and :, of the female candidate replied negatively.
J-$ 4ow fre7uently do you consume coke in a weekT
:%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Male
Female
$%, of male and :%, of female consumes coke %-$ times in a week.
'&, of the male and G&, of female candidate consumes coke :-& times a week.
1&, of the male and $&, of female candidate consumes coke more than & times a week.
J-: 4ow will you rate the productT
:1
0%
10%
20%
30%
40%
50%
60%
70%
percentag
e
0-2
times
3-5
times
more
than 5
Male
Female
0%
10%
20%
30%
40%
50%
!cellent "oo# $%erage &a#
Male
Female
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
&, of the male and 11, of the female candidate rate the product as e2cellent.
G$, of the male and &%, of the female candidate rate the product as good.
G$, of the male and ::, of the female candidate rate the product as average.
11, of the male and ', of the female candidate rate the product as ad.
:$
J-G what do you consider the most while choosing the cold drinkT
0%
10%
20%
30%
40%
50%
60%
70%
&ran# 'aste (thers
Male Female
:(, <ale and $(, "emale considers /rand name while choosing the cold drink.
::, <ale and '1, "emale considers #aste while choosing the cold drink.
(, <ale and %, "emale considers other while choosing the cold drink.
J-& In your opinion, what should e the normal size of the cold drinkT
::
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
6ccording to G$, of <ale and $$, of "emale, the normal size of the cold drink should
e $%% ml.
6ccording to1:, <ale and $(, "emale, the normal size of the cold drink should e $&%
ml.
6ccording to G&, <ale and &%, "emale, the normal size of the cold drink should e :%%
ml.
J-' In your opinion, what should e the reasonale price of the cold drinkT
:G
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
200 ml 250 ml 300 ml
Male
Female
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
6ccording to $&, <ale and $$, "emale, the reasonale price of the cold drink should
e ' 9s.
6ccording to 1:, <ale and :G, "emale, the reasonale price of the cold drink should
e ) 9s.
6ccording to 1), <ale and 1', "emale, the reasonale price of the cold drink should
e ( 9s.
6ccording to G&, <ale and $(, "emale, the reasonale price of the cold drink should
e 1% 9s.
6ccording to %, <ale and %, "emale, the reasonale price of the cold drink should e A
9s.
J-) 6re you satisfied with the productT
:&
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6 )s 7 )s 8 )s 9)s 10rs
Male
Female
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No *an+t sa,
Male
Female
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
&%, of the male and )), of the female said that they were satisfied with the product.
$A, of the male and 11, of the female said that they were not satisfied with the product.
$1, of the male and $$, of the female said that they can+t tell whether they are satisfied
or not with the product.
:'
J-( 5o you feel any difference etween coke@ other sustitutes availale in the market
such as 3epsi, dew etc.T
0%
10%
20%
30%
40%
50%
60%
70%
Yes No -n#i..erent
Male
Female
':, of the male and '), of the female said that they were ale to feel difference
etween coke and other sustitutes.
1', of the male and 11, of the female said that they were not ale to feel difference
etween coke and other sustitutes.
$1, of the male and $$, of the female said that they were indifferent etween coke and
other sustitutes.
:)
J-A 6re you affected y the contradictory statements like 0soft drinks contain pesticides
and chemicals1T
0%
10%
20%
30%
40%
50%
60%
70%
80%
/trongl, 0artiall, Not
$..ecte#
Male
Female
$&, of the male and %, of the female candidate said that they were affected y various
contradictory statements relating to level of chemicals in cold drink.
::, of the male and )), of the female candidate said that they were partially affected
y various contradictory statements relating to level of chemicals in cold drink.
G$, of the male and $:, of the female candidate said that they were not affected y
various contradictory statements relating to level of chemicals in cold drink.
J-1% 5o you consider that product is safe for your healthT
:(
0%
10%
20%
30%
40%
50%
60%
Yes No *an+t /a,
Male
Female
$1, of the male and $$, of the female considered the product to e safe for health.
G$, of the male and &', of the female considered the product to e hazardous for
health.
:), of the male and $$, of the female can+t tell whether the product is
safe for health or not.
Chapter-A
S+OT 'N',2SIS*"
:A
Strengths*"
8uperior market logistics makes coke penetration in market much faster and
fre7uent than other soft drinks.
Effective and efficient salesman
.ell estalished customer links
4ealthy financials
+eaknesses*"
<ultichannel Conflicts
5elay in redresses of grievances of retailers
Opportunities*"
6lmost every man on this earth is a potential consumer @ if you give people
everages they want it at a good EcheapF price, there is no limit to how much they
consume.
Threats*"
8trong Competitors
Chapter-1%
G%
Conclusions and findings*"
1F 8ince A), of the sample surveyed was females who have taste coke, it means it is
more popular among females.
$F 6n average &&, of the sample population consumes coke :-& times a week.
:F 6n average of G&, and :', as good and average respectively whereas only (,
found it e2cellent.
GF 6n average of G(, and :G, considers taste and rand while choosing a drink and
only &, look for advertisements.
&F 6n average G(, wants the normal size of the drink to e :%%ml.
'F 6n average of :&, of the population surveyed is okay with the price of 9s 1%and
$$, wants it to e 9s ) or 9s '.
)F 6n average of '&, of the sample surveyed is satisfied with the product.
(F <a2imum of the pulic feels difference !w coke and other sustitutes.
AF &%-&&, of people only are affected y various contradictory statements made
towards the rands or drinks.
1%F 6n average of G', of the people considers the product as unsafe for their health.
11F 6ll variety of flavors is not availale in the market.

Chapter-11
G1
,imitations of the study*"
#he sample size of customer+s prospects is fairly small @ consistent conclusions
cannot e drawn on the information provided.
8atisfaction eing a relative term cannot e much commented on as it varies from
individual to individual and only e measured if the respondent has also
e2perienced the service of a similar organization in a similar sphere.
-ne ma*or constraint was the small sample size as it may lead to slight
verification in the end result.
6 few customers were either 7uite reluctant to part with their precious time or had
prolems in attaching weights aid emphasis to different attriutes.
#ime frame > #his survey was conducted within the limited time frame of > $
weeks.
Customers in refinance cases were in direct contact with the dealers and were
most othered with getting weights the delivery of the car rather than handling the
delays in availing the finance as it did not directly affect them.
#here is ound to e a su*ective ias in the results ecause of inconsistency and
selective perceptions aout the opinion of the respondents.
G$
Chapter-1$
Recommendations*"
3roduction 5epartment should e checked as complaint regarding the product is
coming up.
#aste of the drink should e improved.
#he price of drink is slightly highL it should e reduced to increase sales and
customer satisfaction.
#he product should e checked for any harmful chemicals. It should not contain
any pesticides or other chemicals.
<93 of the product should e low in summer season so as to e2pand sales.
G:
)ibliography*"
)ooks*"
aF Kothari C.9, 9esearch <ethodology @ #echni7ues, $
nd
edition, Cew 5elhi
wishwa 3rakashan 3vt. Dtd. 1AA)
F Kotler 3hilip, <arketing <anagement, 11
th
Cew 5elhi 3rentice 4all of India 3vt.
Dtd. $%%:
cF <arketing <anagement
9am swami @ Camakumari
dF 8tatistical <ethods
8.3.;upta
+ebsites*"
aF www.cocacola.com
F www.cocacolaindia.com
GG