Introduction

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings
exceeds specified satisfaction goals.
It is seen as a key performance indicator within business and is often part of a !alanced
"corecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
"#ithin organi$ations, customer satisfaction ratings can have powerful effects. %hey
focus employees on the importance of fulfilling customers& expectations. 'urthermore,
when these ratings dip, they warn of problems that can affect sales and profitability....
%hese metrics quantify an important dynamic. #hen a brand has loyal customers, it gains
positive word(of(mouth marketing, which is both free and highly effective."
%herefore, it is essential for businesses to effectively manage customer satisfaction. %o be
able do this, firms need reliable and representative measures of satisfaction.
Review of Literature
ARTICLE NO. 1
PepsiCo India launches interactive promotion for an!o "lice
#rida$% arch &'% (&1(
This story ran in PEPline, PepsiCos global employee newsletter, and is
proudly brought by a PepsiCo employee or a friend or family member of a
PepsiCo employee. (Pepsi.com)
In India, "lice has come up with a unique opportunity for its consumers ( an
unmatched experience providing ")ure *ango )leasure," and a special
surprise in each of its glass bottles. %hrough this unique interactive
promotion + ",atrina ka number, crown ke under" (,atrina-s number, under
the crown + consumers can win a date with !ollywood-s leading actress and
"lice brand .mbassador ,atrina ,aif.
/very "lice cap features a mobile number which consumers can call and, if
they&re lucky, they win a date with ,atrina. 0ne winner will win a date every
day through *arch 12. 0ther pri$es include collectible "lice
merchandi$e and personali$ed digital wallpaper.
%his "lice campaign is led by a %3 commercial that shows ,atrina inside a
"lice bottle. 4irected by Cannes 5old winning director )rakash 3arma, the
commercial was shot underwater in %hailand, and has artistically captured
underwater visuals that give ,atrina an ethereal look inside the bottle.
6"lice is all about the indulgence that is bottled in every single pack, and the
concept of this unique initiative is to offer an unforgettable experience to our
consumers via every bottle of "lice" said 7omi !attiwalla, executive vice
president, Colas, 7ydration 8 *ango(based 4rinks ( )epsiCo India. "#e
have focused extensively on building engagement with our consumers via
exciting experiences planned online and on(ground, including radio
integrations, an interactive outdoor campaign with web interfaces and larger(
than(life 9,atrina in a "lice bottle- installations, among others."
Article no. (
Coca)Cola "$stem Investin! *( +illion in Lon!)Term%
"ustaina,le -rowth in India
(Investment includes new infrastructure, partnerships, brand building and
sustainability programs)
-.R-AON% India% Nov. 1/% (&11
Coca(Cola India, the country&s leading !everage Company, today announced
that the Coca(Cola system in India will invest :";< billion over the next
five years, beginning in <=2<, to further capture the opportunity in the Indian
nonalcoholic ready(to(drink (>.?%4 beverage market. India is a strategic
growth country for %he Coca(Cola Company, ranking among its top 2=
markets in volume globally and as the largest market in the /urasia and
.frica 5roup.
.hmet C. !o$er, Coca(Cola&s )resident, /urasia and .frica 5roup, said,
"India is one of our most important growth markets as we work toward our
<=<= 3ision of doubling system revenues and servings this decade. %he
opportunity in the packaged beverage segment is immense, and our efforts in
India are focused on being the beverage of choice all day, every day. If we
continue to do the right things each day and at all times, it would not
surprise me if India becomes one of the top five markets for the Company
globally by the end of this decade."
>.?%4 beverages have enormous growth potential in India. %he Coca(Cola
Company and its bottling partners have robust plans to capture this
opportunity with investments in innovation, consumer marketing and brand
building, expansion of distribution and cold drink equipment placement as
well as further development of manufacturing capacity to meet growing
consumer demand.
%he Coca(Cola system has already invested over :";< billion in India since
it re(entered the country in 2@@1, and currently it directly employs more than
<A,=== people. %he system is estimated to have created indirect employment
for more than 2A=,=== people in related industries through its vast
procurement, supply chain and distribution system. %he investments
announced today by Coca(Cola will further cataly$e economic growth and
create new opportunities for the local community.
.tul "ingh, )resident 8 C/0, Coca(Cola India and "outh #est .sia, said,
"%his investment is a part of our long(term commitment to invest in
innovation, partnerships and a portfolio of brands that will enable us to grow
our business in a sustainable and responsible way. In addition to our
infrastructure and capabilities, the new investment will also focus on
enhancing the consumer experience, building brand loyalty and contributing
to environmental sustainability and community development. 0ur India
business has been growing at a robust rate over the last five years, and our
goal is to continue this growth momentum. %he country&s demographics,
economic and social parameters are all huge drivers of growth and we have
to ensure that we capitali$e on the opportunity."
%he Coca(Cola Company has registered volume growth in India for the past
<2 quarters, 2A of which have seen double(digit growth. %wo of the
Company&s core sparkling brands (( %hums :p and "prite (( are the country&s
top selling soft drink brands. %rademark Coca(Cola is one of our fastest
growing sparkling brands and *aa$a is India&s largest selling Buice drink.
Coca(Cola was recently recogni$ed as India&s most trusted beverage brand in
Brand Euity!s <=22 "*ost %rusted !rands "urvey," and Coca(Cola India
ranks among the top five most respected '*C5 companies in India as
ranked in Business "orld!s <=22 "*ost ?espected Companies "urvey."
%he Coca(Cola system has a long history of partnership with non(
governmental organi$ations in India for community development and
sustainability initiatives. .s a system, Coca(Cola has now achieved a net
$ero balance with regard to groundwater usage in India. It is well integrated
with local Indian communities and is a valued contributor to economic and
social growth.
%he Company and its bottling partners are strong supporters of education in
India through programs like the &Coca(Cola >4%3 "upport *y "chool&
campaign, which is aimed at creating more than 2== model schools in India.
%he Company also supports sports programs to encourage active, healthy
living such as the Coca(Cola :nder(2C Cup cricket tournament, the Coca(
Cola *ir Iqbal 7ussain %rophy football tournament, "prite 5ully Cricket
and "prite >!. Dam.
#orldwide, %he Coca(Cola Company and its bottling partners are investing
nearly ;1= billion over the next five years to support anticipated growth
across its system. %hese investments range from new manufacturing
facilities to new distribution systems to new marketing investments in
emerging economies. %he Coca(Cola system currently employs more than
E==,=== people worldwide, making it one of the world&s top five private
employers.
O+0ECTI1E" O# T2E "T.34
2. %o study the taste and preferences of the consumer between
"lice and *aa$a.
<. %o study the marketing mix of "lice and *aa$a.
1. %o study the market share of *ango 4rink in the non(
Carbonated "oft 4rink (>C"4 category.
F. %o study the consumption pattern of the "lice and *aa$a.
2$pothesis
7ypothesis of the study is that people prefer *aa$a more over "lice due to
taste preference and satisfaction.
"COPE O# "T.34
2. 4etailed study of the non(carbonated soft drinks industry in India.
<. .nalysis of "lice, *aa$a and 'rooti-s performance against each other.
1. .naly$ing consumer perception based on various parameters such as
purchase frequency, effect of sales promotion schemes, brand
attributes and consumer loyalty, packaging, pricing and advertising.
Limitation of the stud$
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