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A SUMMER TRAINING REPORT A SUMMER TRAINING REPORT

ON ON
CONSUMERS SATISFACTION OF CONSUMERS SATISFACTION OF
VARIOUS PRODUCT OF COCACOLA VARIOUS PRODUCT OF COCACOLA
Submitted in partial fulfllment of the requirement for
the
Award of the degree of
MASTER OF BUSINESS ADMINISTRATION (Marketing)
UNDER GUIDANCE OF: SUBMITTED BY:
VISHAL SINGH BIIN !UMAR
YADAV
"""""""""" MBA (II

Se#e$ter)
COCA COLA Marketing
L%&kn'( R')) n'*: +,--+..-.+
Se$$i'n: .-+/0.-+1

Facuty of Management and Research
Department of Busness Management
Integral University
2
ACKNOWLEDGEMENT
We think if any of us honestly reflects on who we are, how we got here, what we think
we might do well, and so forth, we discover a debt to others that spans written history.
The work of some unknown person makes our lives easier everyday. We believe it's
appropriate to acknowledge all of these unknown persons; but it is also necessary to
acknowledge those people we know have directly shaped our lives and our work.
I express my gratitude to r. !ishal "ingh, #############, $oca $ola, %ucknow, who
has through his vast experience and knowledge, has been able to guide me, both ably and
successfully towards the completion of the &esearch.
'inally, I would like to thank y (od, y )arents and my friends for all the support and
blessings that was re*uired for completion of this pro+ect.
BIPIN KUMAR YADAV
Roll No.: 1300122021

3
DECLARATION
I do hereby declare that the research report titled $,-"./& "0TI"'0$TI,- ,'
!0&I,." )&,1.$T ,' $,$0$,%0 submitted by me in partial fulfillment of the
re*uirement of Master of Business Adinistration, exclusively prepared and
conceptuali2ed by me and is not submitted to any other Institution or .niversity or
published anywhere before for the reward of any 1egree31iploma3$ertificate. It is the
,riginal work of mine and has not been obtained from any other part.
BIPIN KUMAR YADAV
Roll No.: 1300122021
4
EXECUTIVE SUMMARY
arket study is an essential process to develop the company collection of data,
analy2ing, reporting of the data to specific situation to any marketing activities that the
company is facing with increase in the competition and the development of various
marketing activities.
odern marketing calls for more than developing a good product, pricing it attractively
and making it accessible to target customers. ,rgani2ation also need to communicate
their present and potential customers to communicate their presenting organi2ation,
develops an effectively strategy with the aim of creating awareness, developing
knowledge, liking preference convictions among the organi2ation target audience with a
view to convert them into prospective buyer.
This pro+ect report is concern with the $onsumers "atisfaction towards $oca4cola in
%ucknow $ity.
5
!AB"# $% &$N!#N!
TITLE PAGE NO.
PREFACE 2
ACKNOWLEDGEMENT 3
DECLARATION 4
CHAPTER-1, INDTRODUCTION 6
CHAPTER -2: COMPANY PROFILE 9
CHAPTER -3: INDUSTRIAL PROFILE 17
CHAPTER -4: PRODUCTS 27
CHAPTER -5: RESEARCH METHODOLOGY 47
CHAPTER -6: DATA ANALYSIS 52
FINDINGS 64
SUGGESTIONS 66
LIMITATIONS 69
CONCLUSION 71
ANNEXURE 73
o BIBLIOGRAPHY 74
o QUESTIONNAIRE 75
6
CHATER 2 ONE
INTRODUCTION
INTRODUCTION
OB|ECTIVE OF THE PRO|ECT
SCOPE OF THE PRO|ECT
INTRODUCTION
7
"Coke woud rather be ong term wser, than beng short
term smarter"
Abraham Nnan Drector Externa Ahars
Coca-Coa, Inda
COCA0COLA ENTERRISES INC*
TYPE : PUBLIC (NYSE:CCE)
FOUNDED : 5667
HEAD OUARTERS : ATLANTA, GEORGIA,
U.S.A.
CHIEF EXECUTIVE OFFICER : |OHN BROCK
CHIEF FINANCIAL OFFICER : WILLIAM W. DOUGLAS
INDUSTRY : BEVERAGES
REVENUE : $31.0 BILLION USD (FY 2009)
OPERATING INCOME : $8.23 BILLION USD (FY 2009)
NET INCOME : $5.82 BILLION USD (FY 2009)
EMPLOYEES : 92400 (OCT.2009)
TOTAL ASSETS : $48.7 BILLION USD (FY 2009)
TOTAL EOUITY : $24.8 BILLION USD (FY 2009)
OB3ECTIVE OF THE RO3ECT
8
To determne the market share of Coca-Coa company.
To know about the consumers nterest n Coca-Coa
brand.
To know ehectveness of the marketng strategy n the
market.
Consumer Satsfacton survey n the markets of
Lucknow regon.
Ensurng the avaabty of products n outets.
To know whether the consumers are satsed or not
wth the servce and product quaty of Coca-Coa.
To know what are the requrements, compants and
ther suggestons.
What are the most preferred brands?
9
CHATER0T4O
COMANY ROFILE
HISTORY OF THE COMPANY
EARLY GROWTH
WARTIME DEVELOPMENT
PSOTWAR GROWTH
RECENT DEVELOPMENTS
10
HISTORY OF COCO0COLA
Ths story begns n Atanta, Georga on May 8, 1886, when a
pharmacst caed Dr. |ohn Smth Pemberton Frst mxed
Coca-Coa n hs back yard. Ths formua, whch was made
from carbonated water, cane sugar syrup, cahene, extracts
of Koa nuts and coa eaves, was brought to the nearby
|acobs Pharmacy where t made ts Debut as a soft drnk the
same day, seng for ony 5 cent. Hs Bookkeeper named ths
drnk "Coca-Coa" after the rst two ngredents and the
same dstnctve scrpt he wrote t n s the same ogo they
use today.
In |anuary 1893 Coca-Coa was regstered wth the U.S.
patent omce. Late on n 1915 the Root gass company
created the famous contour gass botte for Coca-Coa n
1915.
In 1917 Coca-Coa was found to be the words most
recognzed trademark wth a record of 3 mon Cokes sod
per day. Unfortunatey, |ohn Pemberton fe , and dd not
ve to see hs products success.
Sady, n the rst year of Cokes exstence, Pemberton and
hs partner ony made $50. Pemberton sod two thrd of hs
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busness n 1888 to cover hs osses and keep the busness
aoat.
He ded ater that year, and Mr. Cander, an Atanta druggst,
purchased tota nterest n Coca-Coa for an unbeevabe
$2300 n 1891. In 1891, Cander and hs brother formed the
Coca-Coa Company.
EARLY GRO4TH
In 1893 Cander regstered Coca-Coa as a patented
trademark. He aso responded to growng concern over the
dangers of cocane by reducng the amount of coca n the
drnk to a track. However, he kept some coca extract n
Coca-Coa so the name woud accuratey descrbe the drnk.
Cander ony had a patent on the name, and not the drnk
syrup that s, the drnks base, contanng a the ngredents
mnus carbonated water. He gured that Keepng the Coca n
hs formua woud egay aow the company to dstngush
ts drnk from mtatons. Other companes aso produced
soda drnk made wth coa nut extract. In partcuar, the
Peps-Coa Company woud become Coca-Coa Companys
ma|or compettor over the next few decades.
Cander aso spent more than $11,000 on hs rst massve
advertsng campagn n 1892. The Coca-Coa ogo appeared
across the country panted as a mura on was; dspayed on
posters and soda such as caendars and drnkng gasses. In
12
addton, Cander was the rst person ever to use coupons to
gan customers for a product. He dstrbuted yers oherng
free soda fountan gasses of Coca-Coa to peope vstng hs
drugstore.
In 1894 the Coca-Coa Company opened ts rst Coke syrup
producton pant outsde of Atanta, n Daas, Texas. That
same year a candy storeowner n Vcksburg, Msssspp,
nstaed bottng machnes and produced the rst botted
Coke. It had prevousy been sod ony at soda fountans. By
1895 the drnk was sod n a U.S. states and terrtores.
In 1899 awyers Ben|amn Thomas and |oseph Whtehead of
Chattanooga, Tennessee, bought the excusve rght to
dstrbute Coke syrup to bottes throughout most of the
country for ony on doars, at the tme, Cander saw tte
prot n bottng and was more than wng to gve up that
part of the busness.
In 1915 the Root Gass Company created a couture gass for
Coke, ts desgn based on the curvature of a coca bean. Ths
botte desgn became a Coke trademark wordwde. The
same year, Cander retred from company, passng t on to
hs chdren and movng nto potes. He was eected mayor
of Atanta n 1916.
In 1919 the Cander famy sod Coca-Coa to busnessman
Ernest Woodruh of Coumbus, Georga, for $25 mon.
Woodruh son, Robert, was eected company presdent n
13
1923. Robert Woodruh was sked marketer, and he put
more of the companys resources nto market research than
manufacturng Coke.
4AR TIME DEVELOMENT
Durng Word War II (1939-1945), Woodruh aso boosted
Cokes popuar mage n the Unted States by pedgng that
hs company woud provde Coke to every U.S. soder. The
company dd not mt tsef, however, to ony dong busness
that woud ncrease ts success n Amerca. In the perod
eadng up to the war, between 1930 and 1936, t had set up
a dvson of the company t Germany, and t contnued that
venture durng the war. It recreated ts mage as a German
company and aowed the Germans to produce a but two,
secret, Coca-Coa ngredents n ther own factores.
In 1941 the German companys presdent, Max Keth,
deveoped Fanta orange soda usng orange avor and a the
German-made Coke ngredents. The Coca-Coa Companys
14
wartme ehorts heped t expend ts goba market, often wth
the economc support of the U.S. government.
By the end of the war n 1945, t had estabshed 64
overseas bottng pants. The same year the company
regstered a patent on Coca-Coas popuar nckname, COKE.
OST 4AR GRO4TH
In 1955 Robert Woodruh retred as the Coca-Coa Companys
presdent. Cander and Woodruh are remembered as the two
most mportant gures n the companys eary growth, both
for ther contrbutons to the company and ther consderabe
fortunes donated to the cty of Atanta. After Woodruh
departure, the company began to dversfy by producng new
products, acqurng new busness, and enterng new
nternatona markets.
In 1960 the Coca-Coa Company purchased the Mnute Mad
Corp. producer of frut |uces and began oherng Coke n
cans. Between 1960 and 1963 t aso aunched four new soft
drnks n the Unted States: Fanta, an orange soda; Sprte, a
emon-me soda; Det Coa; Det grapefrut-avored soda. In
15
1964 the company was acqured by mergng ts Duncan and
Mnute Mad operatons.
In the ate 1960 Coca-Coa faced dmcutes n some of ts
foregn markets. When the company but a bottng pant n
Israe at the outset of the Arab-Israe War, the government of
a Arab League natons banned the producton and sae of
Coke. A year ater the company wthdrew from ts markets n
Inda when that countrys government requested that Coca-
Coa reduces ts equty n |ont ventures to 40 percent. The
company refused to renqush so much contro over those
operatons.
In 1977 Coca-Coa began packagng Coke and other drnks n
two-ter pastc botte. The Popuarty of these arge bottes
grew over tme, and ther saes earned the company new
pro|ect, prmary n sma specaty and convenence stores.
In 1982 the company ntroduced Det Coke, whch soon
becomes the best seng det soft drnk n the word.
Aso n 1982, Coca-Coa purchased the moton-pcture
company, Coumba Pcture Industres, aso known as Tr-star
Pctures, for amost $700 mon. Tow year ater, the
company sod oh ts Coumba hodngs and other meda
acqustons to Sony Corporaton for over $1.5 bon.
By 1984 Peps-Coa had ganed on Cokes prevous
domnaton of the U.S. market to the pont that the two had
16
amost equa saes. In an attempt to return market
domnance, the company attempted the rst-ever reason of
the orgna Coke recpe. The Amercan pubc argey
re|ected New Coke, and so the company qucky returned to
aso producng the od recpe under the name Coca-Coa
cassc.
RECENT DEVELOMENTS
In 1986 the Coca-Coa Company consodated a of ts no
franchsed U.S bottng operatng as Coca-Coa Enterprse,
Inc. The new company began acqurng ndependent bottng
companes, a venture that grew nto the words argest
botte of soft drnks by1988, whe Coca-Coa Enterprse
dstrbutes over haf of a Coca-Coa products n the Unted
States, sma franchses busnesses contnue to botte can
and dstrbute the companys drnk wordwde.
17
In 1987 the Coca-Coa Company was sted n the prestgous
Dow |ones Industra Averages ndex of stock market
performance. Its stock s traded on the New York Stock
Exchange (NYSE). Coca-Coa and Peps Company products
occuped nne of the top ten spots n the U.S. soft drnk
market n themed - 1990s.
Wordwde, Coca-Coa ranked rst n soft drnk saes, and the
company earned amost 80 percent of ts prots from
nternatona saes.
CHATER 2 THREE
INDUSTRIAL ROFILE
18
INDUSTRIAL PROFILE
SOFT DRINK INDUSTRY IN INDIA
COCA - COLA IN INDIA
VISION OF COCA - COLA IN
INDIA
MISSION OF THE COCA - COLA
IN INDIA
INDUSTRIAL ROFILE
A soft drnk (wdey referred to as soda, pop, or soda pop) s
a drnk that contans no acoho but s usuay referred to as a
sugary drnk. Soft drnks are often carbonated and
commony consumed whe cod and or room temperature.
Some of the most common soft drnks ncude coa, avored
19
water, sparkng water, ced tea, sweet tea, frut punch, root
beer, and cream soda etc.
The term "soft" s empoyed n opposton to "hard", .e.
acohoc drnks. Generay t s aso mped that the drnk
does not contan mk or other dary products. Hot chocoate,
hot tea, cohee, tap |uce mkshakes aso do not fa nto ths
casscaton.
Many carbonated soft drnks are optonay avaabe n
versons sweetened wth sugar or wth non-caorc
sweeteners.
The terms used for soft drnks vary wdey both by country
and regonay wthn some countres
Country Terms
Afghansta
n
Nooshabeh (Persan: 89:;<=), Coke refers to a soda
not speccay to Coca-Coa
Austraa soft drnks, zzy drnks
Braz
refrgerante, guaran (When referrng to guarana
avored softdrnks)
Canada
pop, coa, soft drnk, Coke (any dark soda, but
not root beer) (Amost never referred to as
"Soda")
Coomba Gaseosa, refresco, coa
20
Estona karastus|ook, monaad, mps
Fnand vrvotus|uoma, monad, mukka
Inda cod drnk(s), coo drnk(s), soft drnks(forma)
Iran Nooshabeh (Persan: 89:;<=)
Ireand mneras, soft drnks, zzy drnks
Israe Gazoz (bubby) or Mashke Ka (ght drnk)
Netherand
s
Frsdrank
New
Zeaand
soft drnk, zzy drnk
Norway brus, mneravann
Pakstan cod drnk(s), soft drnks/drnks(forma)
Portuga
refrgerante, gasosa, bebda com gs,
gasecada
Phppnes Soft drnk, Coke (any knd of coa)
Scotand gnger, coke, |uce, |eg, soft drnk
South
Afrca
coodrnk, coddrnk, zzy drnk, soft drnk
(forma)
South
Korea
"Coa" for Coca-Coa and Peps. "Soft drnk" for
every other soda.
Span refresco, soda
Unted
States
coke, coa, pop, soda, soda-pop, soft drnk
Unted soft drnks, pop, zzy drnks
21
Kngdom
SOFT DRIN! INDUSTRY IN INDIA
INTRODUCTION
The Indan Soft-Drnk Industry s a 3500 crore rupee Industry
comprsed of consumers throughout the country, and of a
ages. The ndustry has been comprsed of a Indan Soft -
Drnks manufactures and the mutnatona Coca - Coa up to
1976.
From 1976 to 1989, the ndustry ony comprsed of Indan
manufacturers namey, Pare, Campa - Coa and Dukes.
22
Decades of 90s have brought changes n Government
Poces of berazaton, whch has heped us1er n two huge
Amercan Mutnatona Peps - Coa nternatona and Coca -
Coa.
23
THE CH!"!#!$% !& S!&T '
(I") SCE"AI! I" I"(IA
+566
Refusng to dute ts equty stake, Coca - Coa wnds up
ts operatons n the country.
Thums - Up from Pare and Campa -Coa from Pure
Drnks aunched.
+578
An appcaton for a soft drnk cum snack food |ont
venture by Peps. Votas and Pun|ab - Agro s submtted
to the Indan Government.
+577
Fna approva for the Peps food mted pro|ect granted
by the Cabnet commttee on economc ahars of the
Ra|eev Gandh Government.
Coca - Coa South Asa Hodng Incorporaton of the U.S.
es an appcaton to manufacture soft drnks
concentrate n Noda (Deh) free trade zone.
+55-
Peps Coa and 7up aunched n mted market n North
Indan.
24
The Government cears the Peps Pro|ect agan but wth
brand name changed to Lehar Peps. Smutaneousy, t
aso re|ects the appcaton of coke. Ctra hts the
market from the Pare Stabe.
+55+
Brtco food es an appcaton before FIPB to set up a
new 50 crore facty n Maharashtra.
Peps extends ts soft drnk reach on natona scae.
Products aunched n Deh and Bombay.
Brtco food appcaton ceared by the FIPB, Peps and
start nta negotatons for a strategc aance but taks
break oh after a whe.
+55,
Peps aunches Teem and Sce to counter Lmca and
Maaza respectvey from Pare. Peps captures about
30% market share n about two years.
Coke es an appcaton for a 100% owned soft drnks
Company wth FIPB, decdes to part ways wth Ra|an
Pa. The Government cears the Coke appcaton n
record tme.
Votas pus out of the Peps Food Lmted |ont venture.
Peps decdes to buyout the Votas share and rases ts
equty to 92% Report of Coke Pare |ont gan strength.
25
Peps aunched 1 ter bottes n Peps - Coa, Mrnda
and Teem avors. Sweeps oh the 100 m segment over
Pure Drnks.
Coca - Coa buys out Pare and ma|or eaders of the
market, Ramesh Chauhan, becomes a part of the Coke
game pan.
Fountan Peps aunched n the Northern part of Inda.
Coca - Coa hts the Indan n 300 m at the prce of 250
m. equty 100 % for Coca - Coa.
Peps |ump up n to Mnera Water name Aquana.
.---
Coca - Coa Indan has regstered a growth of 18
th
percent n ts net sae durng the rst quarter of the
current sca year.
Hrthk the burnng sensaton of Boywood s hred to
advertse Coke s very ehectve.
.--+
Coca - Coa up grated from 1.5 tr. to 2 tr.
Coke hred Ashwara Ra, Amr Khan and Hrthk for
ehectve advertsng.
26
COCA 2 COLA IN INDIA
The Coca - Coa company entered Inda n the eary 1950s. It
set up four bottng pants at B'#9a:; Ca)&%tta; !an<%r
an= De)>i. In 1950 as there were neggbe companes n
Indan market therefore Coca - Coa dd not face much
competton and they were accepted n Indan market more
easy. By the end of 1977 Coca - Coa had captured more
than /1 ? '@ #arket $>are in In=ia. Coca - Coa eft Inda
foowng pubc dsputes over share hodng structure and
mport permt.
As per FERA REGULATION the company was requred to
Inda cose operaton by Ma: 1; +567 yet strongy enough
the companys operaton come to end n 3%): +566*
In O&t'9er +55,; Coca - Coa returned to Inda after +8
:ear$ of absence wth the sogan AO)= (aBe$ >aBe &'#e
t' In=ia againC rst aunched n HATHRAS near AGRA
HOME of the famous TA3 MAHAL*
At ths tme Pare was the eader n soft drnk market and had
more than 60 % of the tota market share n soft drnk Coca -
Coa |oned hand wth Pare and strategc aance wth Pare
export gve the company nstant ownershp of the naton top
soft drnks brands Thumps - Up, Lmca, Ctra, God Spot and
Maaza access to Pares extensve 62 pants bottng network
27
and a base for the rapd ntroducton of the companys
nternatona brand by strkng a $40 mon dea wth Pare
Coke amost a cear sweep and made t goa as AT' 9e&'#e
an a)) '&&a$i'n =rink n't a $<e&ia) treat 9eBerageC*
VISION OF COCA 2 COLA IN INDIA
Provde exceptona strategc eadershp n the Coca - Coa
Inda System resutng n consumer and customer preference
and oyaty through Coca - Coas commtment to them, and
n a hghy protabe Coca - Coa corporate branded
beverage system.
MISSION OF COCA 2 COLA IN INDIA
Create consumer products, servces and communcatons
customers servce and bottng system strategy processes
and toos n order to create compettve advantages and
dever superor vaue to:
Consumers as a superor beverage experence.
Consumers as an opportunty to grow prots through
the use of nshed drnks.
Bottes as an opportunty to make reasonabe to grow
prots and voume.
28
Suppers as an opportunty to make reasonabe prots
when creatng rea vaue added n an envronment of
system wde teamwork, exbe busness system and
contnuous mprovement.
CCI assocates as superor career opportunty.
CHATER 2 FOUR
RODUCTS
PRODUCT PROFILE OF COCA -
COLA
CONSUMER CHOICE AT A
GLANCE
DIFFERENT PLAYERS IN THE
SOFT DRINK MARKET
WHERE THE MONEY GOES
29
SWOT ANALYSIS
RODUCT ROFILE OF COCA 2
COLA
Products and Brands
The $oca4$ola $ompany offers nearly >?? brands in over @?? countries,
besides its namesake $oca4$ola beverage. This includes other varieties of
$oca4$ola such asA
1iet $oke Bintroduced in 5C6@D, which uses aspartame, a synthetic
phenylalanine4based sweetener in place of sugar
1iet $oke $affeine4'ree
$herry $oke B5C6ED
1iet $herry $oke B5C67D
$oke with %emon B@??5D
1iet $oke with %emon B@??5D
30
!anilla $oke B@??@D
1iet !anilla $oke B@??@D
$oca4$ola $@ B@??>D
$oke with %ime B@??>D
1iet $oke with %ime B@??>D
1iet $oke "weetened with "plenda B@??ED
$oca4$ola Flack $herry !anilla B@??7D
1iet $oca4$ola Flack $herry !anilla B@??7D
$oca4$ola FlacG B@??7D
1iet $oke )lus B@??HD
31
COCA0COLA AC!
GLASS ET CAN
FOUNTAIN
200m, 300m 500m, 1.5t,
500m, 1000m 2t, 2.25t, 330m
Varous Szes
500m + 100m
32
THUMS0U AC!
Strong Cola Taste* E+,iting
-ersonality
T>%#$ 2 U< s a eadng carbonated soft drnk and most
trusted brand n Inda. Orgnay ntroduced n 1977, Thums-
Up was acqured by the Coca - Coa Company n 1993.
Thums Up s known for ts strong, zzy taste and ts
condent, mature and unquey mascune atttude. Ths
brand seeks to separate the men from the boys.
GLASS ET CAN
FOUNTAIN
200m, 300m 500m, 1.5t,
500m, 1000m 2t, 2.25t, 330m
Varous Szes
500m + 100m
33
LIMCA AC!
LIMCA s the drnk that can cast a tangy refreshng
spe on anyone and anywhere. Born n 1971, Lmca
has been the orgna thrst choce, of mons of
consumers for over 3 decades.
The brand has been dspayng heathy voume
growths year on year and Lmca contnues to be the
eadng avor soft drnk n the country.
The su,,ess formula
The sharp zz and emon bte combned wth the
snge mnded postonng of the brand as the
utmate refresher has contnuousy strengthened the
brand franchse. Lmca energzes refreshes and
transforms. Dve nto the zngy refreshment of Lmca
and wak away a new person.
34
GLASS ET CAN
FOUNTAIN
200m, 300m 500m, 1.5t,
500m, 1000m 2t, 2.25t, 330m
Varous Szes
500m + 100m
35
SRITE AC!
36
S<rite s consdered to be emony n taste, and
comes under the category of coudy emon because
of ts coor, whch s smar to that of couds. It has to
yed good saes revenue. It s generay preferred by
Chdren & Women.
GLASS ET CAN
FOUNTAIN
200m, 300m 500m, 1.5t,
2t, 2.25t, 330m
Varous Szes
500m + 100m
FANTA AC!
37
Fanta, a product deveoped n Germany due to
shortages of suppes to make Coca-Coa, was
merged nto the Coca-Coa brand ne foowng the
end of the war.
Internatonay, Fanta - The Orange drnk of the Coca
- Coa Company, s seen as one of the favorte drnks
snce 1940s. Fanta entered the Indan market n the
year 1993.
Perceved as a fun youth brand, Fanta stands for ts
vbrant coor, temptng taste and tngng bubbes
that not |ust upfts feengs but aso heps free sprt
thus encouragng one to nduge n the moment. Ths
postve magery s assocated wth happy, cheerfu
and speca tmes wth ends.
GLASS ET CAN
FOUNTAIN
200m, 300m 500m, 1.5t,
2t, 2.25t, 330m
Varous Szes
38
500m + 100m
39
MAADA AC!
MaaEa was aunched n 1976. Era was a drnk that
ohered the same rea taste of frut |uces and was
avaabe throughout the year.
In 1993, Maaza was acqured by Coca - Coa Inda.
Maaza currenty domnates the frut drnk category.
Over the years, brand Maaza has become synonyms
wth Mango. Ths has been the resut of such
successfu campagns ke ATaaEa Mang'; MaaEa
Mang'*C And AB'ta) #ein Aa#; MaaEa >ain
Naa#*C Consumers regard Maaza as whoesome,
natura, fun drnk whch devers the rea experence
of frut.
The current advertsng of Maaza postons t as an
enaber of fun frendshp moments between moms
and kds as moms trust the brand and the kds ove
ts taste. The campagn buds on the exstng equty
of the brand and devers a reevant emotona
benet to the moms rghty captured n the tagne
AYaari D'$ti TaaEa MaaEa*C
40
GLASS TETRAAC! ET
FOUNTAIN
200m, 125m, 1000m Varous Szes
250m 200m
!INLEY DRIN!ING 4ATER
)inley .boond boond mein vishwas/
The water, a thrst quencher that refreshes, a fe gvng
force that washes a the toxns away. A rtua purer that
ceanses, pures, transforms. Water s the most basc need
of our fe. We cant survve wthout water.
The mportance of water can never be understood.
Partcuary n a naton such as Inda where water governs
the ves of the mons, be t as part of everyday rtuas or as
the monsoon whch gves fe to the sub-contnent.
Kney water understands the mportance and vaue of ths
fe gvng force. Kney water thus promses water that s as
pure as t s meant to be. Water you can trust to be truy safe
and pure.
Kney water comes wth the assurance of safety from the
Coca - Coa Company. That s why we ntroduced Kney wth
reverse-osmoss aong wth the atest technoogy to ensure
the purty of our product. Thats why we go through rgorous
41
testng procedures at each and every ocaton where Kney
s produced.
MINUTE MAID 2 (a 8. :ear $%&&e$$
$t'r:)
The hstory of the Mnute Mad brand goes as far back as
1945 when the Forda Foods Corporaton deveoped orange
|uce powder. The company deveoped a process that
emnated 80% of the water n orange |uce, formng a
frozen concentrates that when reconsttuted created orange
|uce. They branded t Mnute Mad, a name connotng the
convenence and the ease of preparaton (n a mnute).
Mnute Mad thus moved from a powdered concentrate to the
rst ever orange |uce from concentrate.
Over the years, through nnovatons and unmatched
consumer experence provded n over 60 countres, Mnute
Mad brand has ceary become one of the words argest
|uce and |uce drnk brands. The aunch of Mnute Mad Pupy
Orange n Inda (startng wth the south of the country) s
42
amed to further extend the eadershp of Coca - Coa n
Inda n the |uce drnk category.
CONSUMER CHOICE AT A GLANCE
C'&a 2 C')a Main): <re@erre= 9: t>e
Y'%ng$ter F !i=$*
T>%#<$0U< Y'%ng$ter*
Li#&a C'##'n Drink*
Fanta Ba$i&a)): <re@erre= 9: La=ie$
an= !i=$*
MaaEa La=ie$ an= !i=$*
S<rite N't &)ear): =eGne=*
43
!in)e: S'=a M'$t): @'r t>'$e (>' &'n$%#e
)iH%'r*
44
DIFFERENT LAYERS IN THE SOFT
DRIN! INDUSTRY
ESI
Caeb Brandhum, a North Carone Pharmacst, structure
Peps Coa n the 1890s as cure of dyspepsa (ndgeston). In
1902, Bradhumapped for a trade mark, ssued nnety seven
share of stock and began seng Peps syrup n earnest. In
hs rst year of busness he spends $1900 on advertsng a
huge sum that he sod ony 8000 gaons of syrup. In 1905
Bradhum but Pepss bottng pant. By 1907 he was seng
10,000 gaons a year, two years ater; he hred New York
advertsng agency. After passng through many troubes for
some perod now Peps s a market eader n nternatona
areca and s avaabe n 187 natons throughout the word n
18 avors havng ts Head Omce n New York, Unted State.
Peps has 13 botters wth 26 pants n Inda. Through ths
compared wth 60 pants of coke s qute ess, yet the market
share of Peps has ncreased qute sgncanty.
45
ESI IN INDIA
Ths $3040 bon, New York (U.S.) based Peps Company,
had to start from scratch after enterng the country n 1989.
Deep bue Peps s a broad based food and beverage
company, dervng more than 60 % of ts saes and operatng
prots from ts snack foods and restaurant busness.
Peps started ts commerca producton n 1990 wth pants,
one at Channo (Sangrur) and other at |ahura (Dstt.
Hosharpur). Peps drnk, whch was ntroduced sx year back,
has now become the househod name thought the country.
The marketng ehorts of Peps n the rst three year were so
successfu, that Peps had taken ma|or market share of Pare
and Pare has to face hard tmes. Peps-Coa has been
postoned as a drnk for the young. Its popuar sogan "Yeh
Ha Rght Choce Baby" go to show that appea s
sgncanty for the younger generaton n a popuar, much
ared commerca, Boywood star and crcketer Sachn
Tendukar began to cordon n the tune ony after hed
guzzed, the rght coa, made the smart choce (A-Ha!).
Behnd the hype n an ehort nvsbe to consumer Peps
pumped n Rs. 300 crore to add musce to ts nfrastructure
n bottng and dstrbuton.
46
4HERE THE MONEY GOES
Low per capta consumpton of soft drnk n Inda may be
nked to the nated prces of such drnks. But surprsngy t
eaves a very ow margn for botters decocansed. Cander
had ater tested on court that coke contaned a very sma
proporton of drug wthout the coke woud never have been
as popuar as t was ts eary days. The cocane was
emnated n 1903, as pancked reacton to the rasng
crtcsm, named by newspaper aegatons that back coke
drnkers were attackng whtes.
In 1917, Cander gave amost a of hs coke, stock to hs
chdren, who sod out two years ater to a syndcate headed
by, Atanta Banker Ernest Woodruh, for $25 mon. Woodruh
eventuay took over and rued the company to ts present
gory. Woodruh ded n 1985.
47
CO!E IN INDIA
Despte the formdabe track of ts parent (Coca - Coa
Company the $18 bon gant, based n Atanta "U.S."), Coca
- Coa Indas record n Rs. 1800 crore soft drnks market s
promnent. Coca - Coa entered Indan market after 19 years
from Hathras December 1993 Coca - Coa became the
undsputed eader of the Indan soft drnk ndustry, because
f ther acqurng rghts of Ramesh Chauhans aerated Pare
drnks.
Wth one stroke of the pen, and a b of 140 crore Coca -
Coa pcked by ve brands - Thumps-Up, Lmca, God Spot,
Ctra and Maaza wth a combned market share of 69 percent
wth Thumps-Up aone accountng for 56 % of the then 650
crore coa segment.
Coca - Coa words argest seng soft drnk and whch ses
neary haf the soft drnk of woud market ts recenty wth
panned strategy.
48
'($! ANA"Y'I' $% !)# &$MPANY IN
"U&KN$( R#*I$N
"wot analysis is nothing but a techni*ue which provides a deep analysis of
the company and also how to fight with the competitive market. In this
analysis basically there will be four very crucial points to analy2e which are4
1+'!R#N*!)' 2+(#AKN#''#' 3+$PPR!UNI!I#' ,+
!)R#A!'
49
'!R#N*!)'
There are some very important points which have been carrying forward by
me in this part4
"trong brand name.
/ffective and efficient management.
0daptability with changing market trend and demand.
"trong market strategy.
"trong distribution channels.
!ery strong supply chain management.
"ervice centerIs for solving the problems of the outlet holders.
(#AKN#''
%ack of proper sales man training.
)roblems in the fre*uency of the delivery of products.
%ack of small vehicles to deliver the products in the streets.
"ome agencyIs which are not paying proper attention from the side of
outlet holders.
-ot able to satisfy the outlet holders in the peak season B0pril, ay
and JuneD.
50
$PP$R!UNI!I#'
1iversification of +uice products.
With growing +uice market so handsome opportunity to increase sales
and capture market.
$ontinuously increasing demand for coke products in the market.
/asily new products are being promoted by the company having
existing one.
$ompetitive weakness for other companies.
!ery good $ustomer &elation anagement.
!)R#A!'
$hange in taste of people.
ore competitors.
.npredictable market conditions.
$hanging economy.
%ack of staff for proper investigation.
%ack of new technology.
51
CHATER 2 FIVE
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
OB|ECTIVE OF STUDY
SCOPE OF THE STUDY
RESEARCH DESIGN
SOURCE OF DATA
SAMPLE DESIGN
52
$B-#&!IV#' $% !)# '!UDY
The man ob|ectve of the pro|ect s to anayze and
study n emcent way the current poston of Coca- Coa
Company.
To perform SWOT anayss of Coca-coa gobay as we
as ocay. Ths woud hep us dentfy areas of potenta
growth.
The study was amed to perform Consumer Satsfacton
of Coca-Coa Products.
Another ob|ectve of the study was to perform
Compettve anayss between Coca-Coa and ts
compettors.
To understand the reasons behnd the purchase of
Coca-Coa products.
SCOE OF THE STUDY
Ths study bascay tres to dscover the current poston of
Coca-coa n the market. It aso tres to dscover the
preferences of the customers when posed wth a choce
between Coca-Coa and Peps. It s prmary drected to the
genera pubc but was done ony n Lucknow
53
RESEARCH DESIGN
A research desgn s the speccaton of methods and
procedures for acqurng the needed nformaton. It s overa
operatona pattern or framework of the pro|ect that
stpuates what nformaton s to be coected from whch
source by what procedure. There are three types of
ob|ectves n a marketng research pro|ect:-
I EJ<)'rat'r: Re$ear&>*
I De$&ri<tiBe Re$ear&>*
I Ca$%a) Re$ear&>.
+* EJ<)'rat'r: Re$ear&>:0
The ob|ectve of exporatory research s to gather premnary
nformaton that w hep dene probems and suggest
hypothess.
.* De$&ri<tiBe Re$ear&>:-
The ob|ectve of descrptve research s to descrbe thngs,
such as the market potenta for a product or the
demographcs and atttudes of consumers who buy the
product.
,* Ca$%a) Re$ear&>:-
The ob|ectve of casua research s to test hypothess about
casua and ehect reatonshps .Based on the above
dentons t can be estabshed that ths study s a
Descrptve Research as the atttudes of the customers who
buy the products have been stated. Through ths study we
are tryng to anayze the varous factors that may be
responsbe for the preference of Coca-Coa products.
54
SOURCES OF DATA
The data has been coected from both prmary as we as
secondary sources.
SECONDARY DATA:0
It s dened as the data coected earer for a purpose other
than one currenty beng pursued. As a researcher I have
scanned ot of sources to get an access to secondary data
whch have formed a reference base to compare the
research ndngs. Secondary data n ths study has provded
an nsght and forms an outne for the core ob|ectves
estabshed. The varous sources of secondary data used for
ths study are:-
Ne($ <a<er$*
MagaEine$*
TeJt 9''k$*
Marketing re<'rt$ '@ t>e &'#<an:*
Internet*
RIMARY DATA:0
The prmary data has been coected smutaneousy aong
wth secondary data for meetng the estabshed ob|ectves
to provde the souton for the probem dented n ths
study. The methods that have been used to coect the
prmary data are:-
K%e$ti'nnaire*
er$'na) InterBie(*
RESEARCH MEASURING TOOLS F TECHNIKUES
55
The prmary too for the data coecton used n ths study s
the respondents response to the questonnare gven to
them. The varous research measurng toos used are:-
K%e$ti'nnaire*
er$'na) interBie(*
Ta9)e$*
C')%#n &>art$*
SAMLING DESIGN
An ntegra component of a research desgn s the sampng
pan. Especay t addresses three questons: Whom to
survey (sampe Unt), how many to survey (Sampe Sze) and
how to seect them (sampng Procedure). Makng the census
study of the entre unverse w be mpossbe on the
account of mtatons of tme and money. Hence sampng
becomes nevtabe. A sampe s ony hs porton of
popuaton. Propery done, sampng produces representatve
data of the entre popuaton.
SAMLE SIDE:-
. Through questonnare - 150 respondents.
. Through persona ntervew - 27 respondents.
SAMLING TOOL:0
Ouestonnare was used as a man too for the coecton of
data, many because t gves the chance for tmey feedback
from respondents. Moreover respondents fee free to dscose
a necessary deta whe ng up a questonnare.
Respondents seekng any carcaton can easy be sorted
out through too.
AREA OF SURVEY
56
Survey of taken on seected areas of Lucknow, ths survey
was taken n Dagan|, Khadra, Od Lucknow, Lucknow
Unversty (Od Campus).
57
CHATER 2 SIL
DATA ANALYSIS
DATA INTERPRETATION
ANALYSIS
58
DA!A ANA"Y'I'
1. (.at is /our a0e 0rou1+2
a3 Belo4 15 267
83 15+39 317
:3 3;+90 257
d3 91< 1,7
Inter1retation: ostly young age group of 564KE was part of this survey.
59
2. Do /ou drin= 'oft drin=s2
a3 Yes>67
83 No 37
Inter1retation: ost of CHL people drink soft drink and only KL were
non4consumer of soft drink.
60
3. )o4 often do /ou .a?e soft drin=s 1er 4ee=2
$n:e a 4ee= 5CL
!4i:e a 4ee= @KL
!.ri:e a 4ee= @CL
#?er/da/ @HL
Rarel/ @L
Inter1retation: ost of the consumers B@CLD consume cold4drink K times
in a week and @HL people consume soft drink daily.
,. (.at drin= :oes to /our ind 4.en /ou t.in= of soft drin=s2
61
a3 &o:a+&ola 227
83 Pe1si 167
:3 $t.er 1rodu:ts of &o:a+&ola 2>7
d3 $t.er 1rodu:ts of Pe1si 297
e3 $t.er drin=s 67
Inter1retation: ,ther products of $oca4cola products are most preferred
B@CLD compare to the tradition $oca4$ola or other brands M products.
62
9. (.at @uantit/ do /ou usuall/ 1refer to 8u/2
a3 200+290 l *lass 8ottle 1,7
83 300 l &an 107
:3 900 l Pet 8ottle 3;7
d3 1 litre 167
e3 2 litre 237
Inter1retation: a+ority of the people BK7LD prefers E?? ml pet bottle of
soft drink compare to traditional bottles.
63
;. (.at do /ou feel a8out &o:a+&ola 1rodu:t ran0e2
a3 #A:ellent 37
83 *ood ;67
:3 'atisfa:tor/ 117
d3 Belo4 'atisfa:tor/ 157
e3 Bad 17
Inter1retation: 0ccording to survey 7HL consumer rate cocacola as good
soft drink.
64
6. (.at o::asions do /ou 1refer to 8u/ &o:a+&ola 1rodu:ts2
a3 %esti?als 27
83 Pi:ni:s 107
:3 Parties 2>7
d3 &ineas 157
e3 -ust li=e t.at ,17
Inter1retation: ost of the people B>5LD think that drinking $oca4$ola or
its products doesnIt re*uire any special occasion. They consume it NJust %ike
ThatO and @CL people consume $oca4$ola on parties.
65
5. )o4 u:. do /ou s1end on &o:a+&ola 1rodu:ts 1er 4ee=2
a3 90+100 27
83 100+190 137
:3 190+200 257
d3 A8o?e 200 967
Inter1retation: It was interesting to find that EHL people spend more than
@?? &upess in one week.
66
>. (.i:. /ou feel a11ro1riate in :o1arison.
Inter1retation: 0ccording to survey $oca4$ola products are mpre
appreciated than its competitor )epsi brand on different parameters like
Franding, Puality, )rice, Taste M "atisfaction. ,nly availability is the
parameter where )epsi standing e*ual to $oca4$ola.
10. (.i:. Brand of &o:a+&ola You 1refer t.e Most2
a3 &o=e 237
83 !.us+u1 267
:3 "i:a 227
d3 '1rite 257
67
ParaetersBProdu:ts &o:a+&ola Produ:ts Pe1si Produ:ts
Brandin0 997 ,97
Cualit/ 917 ,>7
Pri:e ,67 937
!aste ;07 ,07
A?aila8ilit/ 907 907
'atisfa:tion ;17 3>7
Inter1retation: 0ccording to survey Thumps4up B@HLD M "prite B@6LD are
@ most preferred brand of $oca4$ola.
68
11. (.at =ind of 1rodu:ts do /ou 4ant &o:a+&ola to introdu:e in t.e
future2
a3 %iDD/ Drin=s 327
83 %ruit Drin=s ,17
:3 #ner0/ Drin=s 237
d3 Al:o.oli: Drin=s ,7
Inter1retation: 0ccording to survey >5L consumers expect 'ruit 1rink
from $oca4$ola should be introduce in near future.
69
FINDINGS
70
%INDIN*'
The most popular flavor in the market is Thumps4.p.
$oca Q $ola is market leader and )/)"I is the market challenger in
the areas where I have surveyed.
'rom the $oca Q $ola products Thumps4.p and the )epsi products
1ew is the highest selling in the market.
In some areas of market the performance of )epsi is better than $oca
Q $ola..
In the case of the taste )epsi is providing more tastes than the $oca Q
$ola.
The new product of $oca Q $ola, inute4aid is not a successful
brand in the %ucknow region.
71
SUGGESTIONS
72
'U**#'I$N'
The company should measure consumerIs satisfaction regularly.
$ompany can increase the sales when it considering more on
retailerIs, their suggestions or complaints about service or product so
that necessary action can be taken.
Frand *uality should be considered.
$ompany representatives should visit consumers and should make a
long4term relationship with consumers so that they can use the
product.
"ince customers are value maximi2es and their expectation to this
brand is high, as the brand image shows their *uality is supervene so
the company should also take feed back at time to time. Fy this they
can make their brand loyal.
1istributors should be convinced to pass the incentives to the retailers
so that they are motivated to promote this brand.
Increase the number of dealers and retailers as this will help in making
high sales volume.
Frand should be provided in bigger malls M restaurant on higher
scale.
73
Try to continue the good image of the $oca4$ola by keeping more
and more good *uality in services. Fy this the monopoly will continue
with $oke products.
$ompany should attains on small outlets so there sales can increase.
'or marketing strategy of company should divers it business in related
this sector like Q Ice4$reams, butter M chocolates because of company
have visi4coolers in mostly outlets.
-ow company should launch new taste of soft drinks like recently
launched inute4aid and also launched new product in another
flavor.
$ompany should search new area for sales.
In winter "eason $ompany gives more discounts on price to increase
consumerIs interest in winters.
$ompany must make new strategy to fight local cold drinks brands.
$ompany should give new dealership on small towns.
Try to decrease the price of commodity in competition of )epsi.
$ompany should try to maintain manpower.
74
LIMITATIONS
75
"IMI!A!I$N'
The study is only confined to limited consumers.
The area of study is very small in comparison to whole %ucknow.
-on co4operative behavior of respondent was a big problem in this
survey.
The consumers may or may not reveal the true informationIs.
76
CONCLUSION
77
&$N&"U'I$N
/verything in this world is made to utili2e properly but it should be reach at
the proper person or to the proper utili2ed areas. ,therwise the value added
to those things became in vein.
AS THERE IS A PROVERB THAT
E%AR %R$M #Y#F %AR %R$M )#AR!G
Thus marketing role plays a very important role in achieving the ob+ectives
of a company. .ndoubtedly, value utility is created by the manufacturer of
product or service but time and place utilities are created by marketing role.
0ccording to 1rucker, NFoth the market and the distribution channels are
often more crucial than the productO.
They are primaryA the product is secondary. In and economy like that of
India, where marginal shortages can lead to disproportion distortion in
prices, a dependable and efficient distribution system is very much essential.
The distribution system creates a value added to all most all products.
0ll from the above study not withstanding its restricting efforts )epsi is still
far away with its great competitor like $oke.
78
ANNELURE
79
BIB"I$*RAP)Y
&esearch ethodology Bethods and Techni*uesD
B$.&. GothariD
ethodology of &esearch in "ocial "cience
BGrishna "wamiD
"tatistical ethod
B!.".). (uptaD
"earch /ngine
Bwww.google.com D
Web "ites
Bwww.cocacola.comD
Bwww.cokeindia.com D
80
CU#'!I$NNAIR#
NAME:
******************************************************************************
AGE GROU:
a) 9e)'( +7 9) +70,1
&) ,801- =) 1+M
D' :'% =rink S'@t =rink$N
a) Ye$
9) N'
H'( '@ten =' :'% >aBe $'@t =rink$ <er (eekN
a) On&e a (eek
9) T(i&e a (eek
&) T>ri&e a (eek
=) EBer:=a:
e) Rare):
4>at =rink &'#e$ t' :'%r #in= (>en :'% t>ink '@ $'@t
=rink$N
a) C'&a0C')a
9) e<$i
&) Ot>er <r'=%&t$ '@ C'&a0C')a
81
=) Ot>er <r'=%&t$ '@ e<$i
e) Ot>er =rink$
4>at H%antit: =' :'% %$%a)): <re@er t' 9%:N
a) .--0.1- #) G)a$$ 9'tt)e
9) ,-- #) Can
&) 1-- #) et 9'tt)e
=) + )itre
e) . )itre
4>at =' :'% @ee) a9'%t C'&a0C')a <r'=%&t rangeN
a) EJ&e))ent
9) G''=
&) Sati$@a&t'r:
=) Be)'( Sati$@a&t'r:
e) Ba=
4>at '&&a$i'n$ =' :'% <re@er t' 9%: C'&a0C')a <r'=%&t$N
a) Fe$tiBa)$
9) i&ni&$
&) artie$
=) Cine#a$
e) 3%$t )ike t>at
82
4>at i$ :'%r #'$t <re@erre= &>anne) @'r <%r&>a$ing C'&a0
C')a <r'=%&t$N
a) S%<er #arket$
9) Retai)$
&) Ven='r Ma&>ine$
=) %9$ F Re$ta%rant$
e) M%)ti<)eJe$
H'( #%&> =' :'% $<en= 'n C'&a0C')a <r'=%&t$ <er (eekN
a) 1-0+--
9) +--0+1-
&) +1-0.--
=) A9'Be .--
%t (L) #ark in (>i&> eBer :'% @ee) i$ a<<r'<riateN
4>i&> Bran '@ C'&a0C')a Y'% <re@er t>e M'$tN
a) C'ke
9) T>%#$0%<
&) Li#&a
=) S<rite
83
4>at kin= '@ <r'=%&t$ =' :'% (ant C'&a0C')a t' intr'=%&e in
t>e @%t%reN
a) FiEE: Drink$
9) Fr%it Drink$
&) Energ: Drink$
=) A)&'>')i& Drink$
**********************************************************************************************
****************
*
T>ank :'%O
84