Sip Project On Coca-Cola

COCA COLA BEVERAGES PVT LTD
COCA COLA COMPANY
CHAPTER 1
INTRODUCTION
Summer internship project - LJMBA

Cocacola is a well known company as far as soft drinks markets is concerned. There is a
rapid growth in the technologies and understanding of the customers and there is an ever increasing of the
competition with the other soft drink companies. Thus it is of significant interest to assess consumerss view
and behavior during purchasing. Here few questions needs to be answered to analyze behavior of any
customers like,
what customers want ?
whatare the factors they take into consideration while buying a product?
What are their buying habits ?
Coca colas products are channeled mainely through organized and unorganized retail. Here, study is
mainely done to understand the customers behaviour and customers awareness about product in organized
retail.
Carbonated soft drink industry reforms set in motion in 1992 have greatly changes the way of Indian
beverages industry. The beverages market developments kindly by liberalization and globalization have
resulted in changes in the role of soft drink making companies. The pace of transformation has been more
significant in recent times with technology and advertising campaigning acting as a catalyst. While the
industry has done fairly well in adjusting to the new market dynamics, greater challenges lie ahead. The
industry would be opened up for greater national as well as international competition in market.
Analysis is typically the task of understanding any substances. Mainly to understand its behavior,
value, style and potential in the market Any analysis is done on the basis on some concrete facts like past
performance of any substances, market position, market opportunity and future aspect of that substances.
Through the analysis the marketer know the demand forecasting of any product, its market share and the
servicing of the company itself.
With the help of this entitles I have done project on analysis of soft drink market i.e. beverages. In
beverages I have been mainly focused on Non alcoholic beverages.
I approach the 3 main activities during my project.
1. Review form the existing customer
The existing customer who is already using the product of the company collecting the review
form the some of the service factor form the retailer who is using and experience the same.
2. Review for the Non existing customer

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The Non existing customer who is not a regular / familer with the product
and servicing form the company, collecting the review of the same and generating the future prospect
for the company
3. Previously existing customer who is not currently in business
The previously existing customer in this industry now due to some reasons they are
backing them self from the business. Through the conversion also trying to convincing the customer
for future prospects.
STATEMENT OF THE PROBLEM :
study of consumer behaviour and retail promotion activity for coca cola in organized retail in Ahmedabad
OBJECTIVES :
Primary objectives :
To understand buying behaviour and retail customer awareness activity for coca cola in
organized retail in Ahmedabad.
To understand and analyze retail customer awareness activities for coca cola in organized
retail in Ahmedabad.
SECONDARY OBJECTIVES :
To find a promotional preferance of consumer.
To know the effectiveness of campaign.
To find out brand preferance of customer regarding different coca cola brand.
To increse awareness of new brands.
SCOPE OF THE STUDY :

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The study is carried out in Ahmedabad. Response of related respondents has been studied. The study has
limited scope as far as numbers of respondents are concerned because of time and cost constrains.
Thus, based on above stated some limitations, study help in determining following :
Purchase preference of consumers regarding location.

Customers preferred days of shopping.
Customers preffered hours.
Effectiveness of promotional schemes.
Customers brand preferance.
Customers average monthly billing at the organized retail.
General Environment
Globalization
Globalization has been several dimensions arising out of what may be called the consequences
enhanced connectivity among people across borders. Whit such enhanced connectivity is determined by
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three fundamental factors, viz., Technology, taste and public policy, cross-border
integration can have several aspects: Culture, social, political and economic.
While there has been a significant progress towards globalization in the recent past and policy-wise,
there have been impressive initiatives, the extent to which India is globalised is considerably at the lower
end of the emerging economic. This indicates enormous opportunity but also challenges in terms of
transaction from a stage of low base. More importantly, the issue of financial sector and particular with rest
of the world. The overriding issue is not whether to globalize or not, but how best to manage the process of
globalization, particularly with a view to accelerating the process at the current juncture where the global
outlook on India and Indias confidence as well as competitiveness are strong.
Corporate governance
An adequate institutional and legal framework is in place in India for effectively implementing a
code of sound corporate governance in industry. The statutes have built-in legal provisions that prohibit or
strongly limit activities and relationships that diminish the quality of corporate governance in industry. As a
major step towards strengthening corporate governance in beverage market. The recommendations include
the responsibility of the President, role and responsibility of independent and non-executive directors.
Transparency and disclosure standards are also important constituents of a sound corporate
governance mechanism. Transparency and accounting standards in India have been enhanced to align with
international best practices. However, there are many gaps in the disclosures India vis-a vis the international
standards, particularly in the areas of risk management strategies and practices. Hence, the disclosure
standard to be further board-based in consonance with improvements in the capability of market player to
analyze the information objectivity
Technology Issues:
The delivery of products and services need extensive use of information technology necessitating
high magnitude of investment However, with a view to enhance the quality of Product as also to enhance the
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quality of control, one of the prime thrust areas for the future would be completion of
branch computerization and networking of branches. This would also necessitate putting in place of
appropriate legal and security systems.
CHAPTER 2
EXECUTIVE SUMMARY
Bottled soft drinks and tea coffee machines are impulse purchase items the success of the carbonated soft
drink company depends a lot on whether its products are available for consumers to purchase easily.
Main part of this project was to find out data relating to consumer buying behaviour, customer
awareness and to measure effect of retail in store promotion activities on sales.
1. Survey of consumer behaviour in organized retailin ahmedabad.
In this enviornment of increasing clutter and choice the retail influences such as the
shopkeeper, merchandising displays, packaging, pop, promotion etc have a strong influence
of consumer buying behaviour.
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In the first part of this extensive project the buying behaviour of consumers of ahmedabad was
analyzed and the results showed an opportunistic trend. It was found that emotions were a key differentiator
in tapping the consumer. This study further helped the buying behaviour of respondents and helped me a
formulate strategies foe the same.
2. In retail store customer awareness activities held in various corporates in ahmedabad
Most of the purchases of soft drinks and tea coffe machines in organized retails are depends
on promotional activities are extensively used to attract customers attention. Various
discounts are also given to encourage customer to buy a particular product and discription of
various retail schemes carried out at organization.

CHAPTER 3
INDUSTRY PROFILE
Industry Overview
Traditionally, beverages have thrived unbranded and unpacked and was restricted to scorching
summers. Not any more. With the entry of multinational companies, expanding consumer tastes, introduction
of non-refillable PET bottles and a developing distribution infra-structure, a slew of beverages have hit the
market and the industry has evolved to fulfill a ceaseless demand for beverages. What is also driving the
emergence of new product categories and offerings within established categories is the linkage between diet
and well-being. A simple example would be the burgeoning industry of bottled water, which supplies an
essential resource like drinking water to the increasingly hygiene-conscious populace in India.
Beverages are broadly classified under two categories -- alcoholic and non-alcoholic. Indian
consumers generally prefer artificially flavored, carbonated or non-carbonated drinks to alcoholic beverages,
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as they suit the countrys climate. Although fresh beverages such as coconut water,
sugarcane juice, green mango pulp, cashew apple are commonplace in India, these beverages have no fixed
market size and have not been (and cannot be) marketed due to their perishable nature, mediocre packaging
and lack of quality standardization.
There is no FPO registration, testing and standardization of ingredients, laboratory analysis of the
percentage of sugar bricks, pH or even standard quantities of ingredients. This industry is, therefore,
ephemeral and localized with no mass appeal or quality assurance, though several products may have
established medicinal and therapeutic value.
The availability of these juices is restricted to two or three months of the year (March to May) and
one has to stock up for the whole year, which is a heavy investment. No single individual or company would
like to risk investing in such an unreliable raw material base to run a beverage industry. The obvious choice,
therefore, is artificial flavors and raw materials that can be produced under the controlled conditions of a
factory, maybe with a small input of natural ingredients.
MARKET COMPOSITION AND DYNAMICS

Non-alcoholic beverages are classified under the following segments:
Aerated (carbonated)
beverages:
Broadly speaking, carbonated drinks are dominated by artificial flavors based on cola, orange and
lime with Pepsi and Coca-Cola dominating the market. The entire power of the drink is based on its artificial
flavor and sweetening agent as no natural juice is used. The process of carbonation also helps enhance
preservation and changes the way the tongue perceives the taste of the drink. Natural essential oils in
combination with synthetic aromatic chemicals (Citral derivatives, d-Lactones, Mandarin Aldehyde, Allyl
Caproate such as pineapple), safe for human consumption, are also used to provide the aroma of a fruit.
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To give a pulpy effect, emulsifiers such as estergums are used now, which were
earlier represented by Brominated Vegetable Oils (BVOs), which are now banned. FPO-approved
preservatives such as Potassium Benzoate or Sodium Benzoate are generally used to increase the shelf-life of
the drink to about eight or nine months, given the tropical conditions in India.
The market is worth around Rs 7,000 crore with a growth rate of around 10-15 per cent per annum.
However, the market for carbonated drinks is stagnating and not growing as expected. The annual per capita
consumption in India is only about 8 bottles vis--vis 340 bottles in the US. The tussle between the drivers of
the cola industry is restricted to the marketing front rather than evolving the drink to Indian tastes, which
currently is very Continental. No doubt cola has limitations.
However, there is good chance to change not only the flavor but also the composition of colas to suit middleaged clients, by reducing its acidity levels or adding other suitable additives, which may make it popular
among a larger group that is currently averse to cola. This can lead to an increase in the growth rate of the
industry by over 30-40 per cent. These techniques are employed for citrus fruits such as orange, lemon, lime
as well as pineapple, pressed along with peels, giving the drink a peely aroma and saving the costs of
peeling. By employing the two-phase separator, natural essential oils (having great flavoring and fragrance
value) can be separated from the juice. The essential oils are used in flavoring artificial still drinks like cola,
orange and lime, as well as to make mens toiletries and cologne.
The industry involves huge investments for equipment like containers for juice, conveyor pipelines,
machinery (centrifuge, stirrers, filters, evaporators, distillation assemblies), which must follow international
GMPs (good manufacturing practices). Juicy beverages are highly sensitive food products that can lead to
food poisoning. Therefore, the best health and food preservation norms need to be followed.
Available in glass bottles, tetra-packs, transparent poly-ethylene terephthalate (PET) bottles or opaque-white,
food-grade, high-density polyethylene (HDPE) bottles, fruit juices are definitely for the high price bracket or
mature clientele, who does not mind paying a slightly higher price. The current market is around Rs 400
crore with a 15-40 per cent growth potential. In the past, this sector enjoyed an excise exemption, keeping
costs at the minimal. However, the withdrawal of the exemption has inflated costs and can affect growth,
with dramatic change possible on reintroduction of excise exemption.
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There is great future potential in this segment as safe purchase or buying juices
with established health values would be the trend in the days to come as consumers become increasingly
health-conscious. Brand loyalty is a concept of the past, and definitely a lot more new players will be in the
market to swamp the buyer. There doesn't seem to be a possibility of a single brand leader in this sector, due
to the regular variability of preferences of consumers, as also the seasonality of raw materials. The market
will thus see a lot of fluctuation in the position of players, especially with companies from other countries
setting up local manufacturing units and franchisee networks.
For India, the Rs 7,000-crore carbonated soft drink industry. it has been a tough pitch since the
country's per-capita consumption of soft drinks is still 9 bottles a year, compared with 15 in Pakistan but the
phenomenal sales growth of carbonated soft drinks Pepsi and Coca-Cola
has proved that there is a right
price for everything you just have to get to it.

Coca-Cola India today has increased its market share from 60.5 per cent in the carbonated soft drink
(CSD) category in 57 per cent at the end of December , as per ORG-Marg figures. In fact, since PepsiCo and
Coca-Cola, the two US-based companies, set up operations in India, never have they achieved the kind of
sales growth with their carbonated soft drink (CSD) brands as they have in the past two months. The success
is mostly due to a cutthroat price war initiated by Coca-Cola India when it launched Coke in 200-ml packs
priced at Rs 6. Pepsi India was left with no choice but to follow suit.
Number of carbonated soft drink (CSD) consumers in the country had nearly doubled to 350 million
(from 160 million) since the introduction of the chhota variant less than two years ago.
For two companies, which in the past two years were unable to hasten the sales of soft drinks and
which repeatedly requested the government to reduce the excise duty on these to help increase sales, have
achieved an unprecedented sales growth with the very same soft drinks.
The Coca Cola Company has also increased its village penetration from 9 per cent in year 2000 to 25
per cent by adding 40,000 more villages. It has added 30 new lines from September and has added 9
million cases of new glass to its operations. The total number of Coca-Cola outlets has increased from
6,00,000 to 7,50,000.
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CHAPTER 4
COMPANY PROFILE
Management structure
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E. Neville Isdell
Chairman, Board of Directors, CEO

Cynthia P. McCague
Alexander B. Cummings
Gary P. Fayard
Charles B. (Chuck) Fruit
Irial Finan
Human Resource
President and Chief Operating Officer
Chief Financial Officer Chief Marketing Officer
President, Bottling Investments
Muhtar Kent
President
North , &
C. Tuggle
Director, Worldwide Public Affairs and Communic
Danny L. Strickland
J. Alexander M. Douglas, Jr. Mary E. Minnick
Chief
Innovation/
Research and Development Officer
Chief Customer
President,
OfficerMarketing, Strategy and Innovation
Donald R. Knauss
North
Patrick T. Siewert
East, & Pacific
Jos Octavio Reyes

Latin
Dominique Reiniche
President, European Union Group
Historical Development
Introduction
Coca-Cola Company, The beverage company and the world leader in soft drink sales. Coca-Cola
produces and distributes several brands in the United States and internationally. The company also produces
and markets many fruit juices and other nonsoda beverages. The Coca-Cola Company is based in Atlanta,
Georgia. Coca Cola Company Operates in more than 200 countries in the world and over 400 brands in all
over world. The company has vast bottling operation, a network of 14 million plus retail customers and
many world renowned brands. More than 70% of companys income comes outside U.S. The Coca Cola
Company has come a long way from its humble beginning as a little soft drink maker in Atlanta, Georgia in
late 19th centaury.
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Coca-Colas soft drinks include its flagship product Coca-Cola (popularly known
as Coke), Diet Coke, Tab, Sprite, Fanta, Fresca, Mello Yello, and Barqs root beer. The companys nonsoda
beverages include Minute Maid fruit juices, PowerAde sports drinks, Nestea iced tea drinks, Coca-Cola
Classic, Caffeine-Free Coca-Cola Classic, Coca-Cola with Lime, Diet Coke with Lemon, Diet Coke with
Lime, Caffeine-Free Diet Coke and Cherry Coke.
The Company also distributes and markets under non-carbonated beverage contracts products, such
as PowerAde, Dasani, Minute Maid Adult Refreshments and Minute Maid Juices To Go, in certain of its
markets. The product offerings include carbonated soft drinks, bottled water, teas, juices, isotonic and energy
drinks.
The Coca Cola Company is predominantly a manufacturer, marketer and distributor of soft drinks
and non-carbonated beverage concentrates and syrups. The company is divided in to the following operating
groups.
Middle and Far East group
Greater Europe group
Latin American group
North American group
African group
Developments
1886: John Pemberton, an Atlanta pharmacist who developed patent
medicines, created a drink from
carbonated water, cane sugar syrup, caffeine, and extracts of kola nuts and coca leaves. Pemberton found the
drink both medicinal and refreshing, and he sought to market it. His bookkeeper, Frank M. Robinson,
suggested the name Coca-Colaafter the two extracts in the ingredientsand also wrote the products name
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in distinctive script. Coca-Cola has used that same logo ever since. Pemberton and
Robinson also coined the drinks first slogan, Delicious and Refreshing.
1888: In their first year selling Coke, he and his partners made only $50. Pemberton sold two-thirds of his
business to cover his losses and keep the business afloat.
1890: Thomas took bottling rights for the Northeast and the West Coast. Whitehead received financial
backing from Chattanooga businessman John Lupton, and the two formed the Dixie Coca-Cola Bottling
Plant in
Atlanta. They had bottling rights for the Southeast, and they soon gained rights for the Southwest and
Midwest as well. Their enterprise established an extensive bottling franchise system that still exists.
1891: Pemberton died that year and Asa Candler, an Atlanta wholesale druggist, purchased total interest in
Coca-Cola for $2300. The next year Candler and his brother, John; Frank Robinson; and two associates
formed the Coca-Cola Co.
1893: Candler registered Coca-Cola as a patented trademark. He also responded to growing concerns over
the dangers of cocaine by reducing the amount of coca in the drink to a trace. However, he kept some coca
extract in Coca-Cola so the name would accurately describe the drink. Candler only had a patent on the
name, and not the drink syrupthat is, the drinks base, containing all the ingredients minus the carbonated
water. He figured that keeping the coca in his formula would legally allow the company to distinguish its
drink from imitations. Other companies also produced soda drinks made with kola nut extracts.
1892-93: Candler spent more than $11,000 on his first massive advertising campaign. The Coca-Cola logo
appeared across the country, painted as a mural on walls; displayed on posters and soda fountains where the
drink was served; and imprinted on widely marketed, common household items, such as calendars and
drinking glasses. In addition, Candler was the first person ever to use coupons to gain customers for a
product. He distributed flyers offering free soda fountain glasses of Coca-Cola to people visiting his
drugstore.
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1894: The Coca-Cola Company opened its first Coke syrup production plant outside of
Atlanta, in Dallas, Texas. That same year a candy store owner in Vicksburg, Mississippi, installed bottling
machines and produced the first bottled Coke. It had previously been sold only at soda fountains.
1895: The drink was sold in all U.S. states and territories.
1899: lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive
rights to distribute Coke syrup to bottlers throughout most of the country for only one dollar. At the time,
Candler saw little profit in bottling, and was more than willing to give up that part of the business. Their
contract maintained that Candler could withdraw bottling rights, however, if the quality of bottled Coke was
not consistently high. Because of differences in availability of time and money, Thomas and Whitehead split
their partnership soon after it started.
1915: The Root Glass Company created a contour glass bottle for Coke, its design based on the curvature of
a coca bean. This bottle design became a Coke trademark worldwide. The same year, Candler retired from
the company, passing it on to his children and moving into politics.
1916: Candler was elected mayor of Atlanta in 1916.
1919: The Candler family sold Coca-Cola to businessman Ernest Woodruff of Columbus, Georgia, for $25
million.
1923: Woodruffs son, Robert, was elected company president. Robert Woodruff was a skilled marketer, and
he put more of the companys resources into market research than into manufacturing Coke.
1929: Two new Coke slogans were developed under Woodruff: The Pause that Refreshes (1929) and Its
the Real Thing
1930-36: Woodruff also boosted Cokes popular image in the United States by pledging that his company
would provide Coke to every U.S. soldier. The company did not limit itself, however, to only doing business
that would increase its success in America. It had set up a division of the company in Germany, and it
continued that venture during the war. It recreated its image as a German company and allowed the Germans
to produce all but two, secret, Coca-Cola ingredients in their own factories.
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1941: The German companys president, Max Keith, developed Fanta orange soda using
orange flavoring and all the German-made Coke ingredients. The Coca-Cola Companys wartime efforts
helped it expand its global market, often with the economic support of the U.S. government.
1945: Company had established 64 overseas bottling plants. That same year the company registered a patent
on Coca-Colas popular nickname, Coke.
1955: Robert Woodruff retired as the Coca-Cola Companys president. Candler and Woodruff are
remembered as the two most important figures in the companys early growth, both for their contributions to
the company and their considerable fortunes donated to the city of Atlanta. After Woodruffs departure, the
company began to diversify by producing new products, acquiring new businesses, and entering new
international markets. End of this year the coca cola can were introduced
1960: The Coca-Cola Company purchased the Minute Maid Corp., producer of fruit juices, and began
offering Coke in cans.
1961-63: The Company launched four new soft drinks in the United States: Fanta, an orange soda; Sprite, a
lemon-lime soda; Tab, a diet cola; and Fresca, a diet grapefruit-flavored soda. In 1964 the company acquired
the Duncan Foods Corp.
1967: The Coca-Cola Foods Division (later Coca-Cola Foods) created by merging its Duncan and Minute
Maid operations.
1969-70: Coca-Cola faced difficulties in some of its foreign markets. When the company built a bottling
plant in Israel at the outset of the Arab-Israeli War, the governments of all Arab League nations banned the
production and sale of Coke. A year later the company withdrew from its markets in India when that
countrys government requested that Coca-Cola reduce its equity in joint ventures to 40 percent. The
company refused to relinquish so much control over those operations.
1977: Coca-Cola began packaging Coke and other drinks in two-liter plastic bottles. The popularity of these
large bottles grew over time, and their sales earned the company new profits, primarily in small specialty and
convenience stores.
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1982: The Company introduced Diet Coke, which soon became the best-selling diet soft
drink in the world.
1982-83: Coca-Cola purchased the motion-picture company Columbia Pictures Industries, Inc., also known
as Tri-Star Pictures, for almost $700 million. Two years later, the company sold off its Columbia holdings
and other media acquisitions to Sony Corporation for over $1.5 billion.
1984: The company attempted the first-ever revision of the original Coke recipe. The American public
largely rejected New Coke, and so the company quickly returned to also producing the old recipe under the
name Coca-Cola Classic.
1986: The Coca-Cola Company consolidated all of its nonfranchised U.S. bottling operations as Coca-Cola
Enterprises, Inc. The new company began acquiring independent bottling companies, a venture that grew
into the worlds largest bottler of soft drinks by 1988. While Coca-Cola Enterprises distributes over half of
all Coca-Cola products in the United States, small franchise businesses continue to bottle, can, and distribute
the companys drinks worldwide.
1987: The Coca-Cola Company was listed in the prestigious Dow Jones Industrial Averages (see Dow Jones
Averages) index of stock market performance. Its stock is traded on the New York Stock Exchange.
1990-92:Coca-Cola products occupied nine of the top ten spots in the U.S. soft drink market. Worldwide,
Coca-Cola ranked first in soft drink sales.
1994: Dough lvester appointed president

1999: Douglas Daft is elected President.
Coca-Cola India Division

India division is a part of Middle and Far East group and the division status primarily because of the
potential growth opportunities existed in this region. Coca Cola Company returned to India after 1975, a
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sixteen years absence on October 26, 1993 with its launch in Agra. The company gave
Coca-Cola ownership of the nations top soft-drink brands and bottling network. Initially Coca-Cola has
49% share and Hindustan Coca-Cola Beverages Pvt Ltd occupying 51% share in country The Coca-Cola
system in India comprises 25 wholly-owned company-owned bottling operations and another 24 franchiseeowned bottling operations. A network of 21 contract-packers also manufactures a range of products for the
Company.
With a work force of over 15,000 complemented by a vast network of Indigenous suppliers created
to meet the need of the integrated beverage system in India, and over 3,00,000 retail outlets spread across the
country. The company not only contributes to the development of the soft drink industry but to development
of the related industries and the economy as a whole. Division and bottling corporate office is based in
Gurgaon.
Coca-Cola India has made significant investments to build and continually improve its business in
India, including new production facilities, wastewater treatment plants, and distribution systems and
marketing equipment. During the past decade, the Coca-Cola system has invested more than US$ 1 billion in
India.
Also Coca-Cola is one of the country's top international investors. In India, company indirectly creates
employment for more than 125,000 people in related industries through our vast procurement, supply and
distribution system. All the goods and services required to produce and market Coca-Cola locally are made
in India.
Vision of Coca Cola India
Provide exceptional strategic leadership in the Coca Cola India system resulting in consumer and
customer preferences and loyalty through Coca Colas commitment to them in a highly profitable Coca Cola
corporate branded beverages system.
Mission of Coca Cola India
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Create consumer products services and communication customer service and
bottling system, processes and tools in order to create competitive advantage and deliver superior value to:
Consumer as a superior beverage experience
Consumer as an opportunity to grow profits through the use of the finished drinks
Bottlers as an opportunity to grow profits and volume.
TCCC as trademark enhancement and positive economic value added
Suppliers as an opportunity to make reasonable profit when creating real value added in an environment
of system wide teamwork, flexible business system and continuous improvement.
CCI associates as superior career opportunity
Indian society is in the form of contribution to economic and socio development.
Bottling Operations in India
Altogether there are 53 bottling operations in India. They are classified in three categories.
Class A
More than 3 million unit cases
8 bottlers
Class B
Between 1 and 3 million unit cases
15 bottlers
Class C
Less than 1 million unit cases
30 bottlers
Bottling operation in Gujarat
The Hindustan Coca-Cola Beverages Pvt Ltd Established the industry plant in Gujarat at Goblej
Village, Kheda dist, in 1997. The company wanted to be developed area that is not well facilitate and
basic need is not satisfied here that why they established the plant here at Goblej.
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Water drawn from ground

Parched Sugar comes in sugar Factory
Water goes in bottling machine
Water purified
Sugar Refined & mix in sugar siyalo machine

Water add with refined sugar
Water + carbon mixture added with sugar
Black colored mixture refine till turns into

White
The bottle comes from market for refilling

PROCESS STURCTURE OFThe
THE
PLANT
: to the respective flavors
mixture
add
The mixture is tested at satisfactory level in lab.

The bottle are tested before washing & filling (Pre-test)
The mixture goes for filling in bottles & PET
The bottle going for washing

process
The bottle
filled packed and labeling process
Post test of the packed bottle before warehouse
Final product stored in ware house &23

Distributed later as per order
WATER PURIFICATION PROCESS :
The water drawn from the ground, stored in 2 main water well capacity 600 mt cubes each.
The water is pure blacked colored when drawn from the ground. The TDS up to 1000.The water will
purified till the colored is change at normal level (6 stages for purification).
The water goes to the water dept, where final purification and changes made at different stages and
level with the help of the highly equipped machineries and latest technology.
Mainly water stored in storage water tanks in water purification dept, which the capabilities of 10000
lit of water. Then it goes for the sand filter for removing small particles of the sand & other mix in
water. Then it passes through the ACF(Acquified Carbon Filter) for removing chloride in water, then
the water passes again the softener that removes the hardness from the water, and finally it passes
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through the Nenofilter which removing the impurities, that left in the water
mixtures.
The water stored into the Holding tank for the added the chlorine for the decreasing the hardness and
removing the TDS. Then water again passed through the ACF (Acquified Carbon Filter), then it goes
for MCF (Micron Carbon Fiber), then it passes the lead & leg ACF (Acquified Carbon Filter).
Then finally the water passes through UV (Ultra Violet) screening for searching for the Pesticides if
any left into the water or not. Now water is ready for use in various processes.
is purified till satisfactory

Sand filter for
level
removing Send & Dirt
Water drawn from Removing
ground
theWater
impurities
ACF for removing chloride

Nenofilter for removing small particles
Softenerinfor
water
removing hardness in water
Again ACF for removing extra

carbon
MCF
for removing micro carbon particles
Lead & Leg ACF
Final Pure water comes out afterUltra

all process
Violet process for pesticides
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SUGAR MIXTURE PROCESS :
Sugar brought from the well and genuine maker or dealer in the market which is decided by the
corporate office (mainly from the Gujarat, Maharastra, and Karnataka).
Sugar comes and stored in the sugar factory, then sugar goes into the Sugar Siyalo Machine, where
the sugar divided into small sugar bricks well grinded.
Then this sugar goes in contiesole where it mix with the water & carbon mixture (60% sugar bricks +
40% water & carbon mix per 100 gm mixture), this mixture mix at 85 O C level in machine so that it
will mix at satisfactory level. Then the syrup goes in buffer tank and checked at PHE balance and this
syrup again purified till it colored turns into white from the black.
The final syrup contains water + constraints of all mixtures. The final syrup is passes through the pretest in laboratory for checking & maintaining satisfactory level of the syrup.
Sugar fills
Preparing
Sugar
saiylo
Contiesole
machine
(Water + sugar + Carb
Purchased
stored in factory
by in
batch
wise
Sugar brought
fromsugar
market
Now the black colored mix refined tillThe

it turns
whitemixture
coloredstored in holding tanks
blackinto
colored
The mixture heated at 85o
C temps
Now this mixture temporary stored in buffer tank

Thecooling
mixtureatisnormal
ready to
mix with respective
Now the final syrup of sugar & water
temp.
26
BOTLING & FILLING PROCESS :
Empty bottles comes from the market everyday, this bottles are tested when they comes from market
before passed through the various process that whether it is broken or any other companys bottles is
replaces with the original one.
Then this bottles gone for the washing process, the bottles are washed with the highly technological
Italian machine called Siymeriya. Where the bottle passes through the various curves and washed
with the liquid washed at 70O C temperature for removing the dirt, and free from the germs available
into the bottles.
After that another pre-test for the bottles that they are well washed and ready to refilling or not.
Finally the bottles are gone for refilling at various size and shape at a speed of 600 bottles per
minute. The machine called Nimoilne, which is filling these bottles are specially brought from Italy.
The temperature of the container where all mixture is stored is 4 O C, So that the mixture is filled at
satisfactory level.
After that finally the bottles passes through the Labeling & Packaging process, then the post-test of
the bottles is made for checking that the bottles are well washed, refilling, packed, & labeled
correctly before going in warehouse and then dispatched at various places.
Finally all bottles are carrying through the storage dept (Warehouse). All bottles are kept there for at
least 24 hours in cooling dept. If demand is too high and order is urgent then it also dispatched after 4
hours of manufacturing.
Marketing
27

First to introduce canned and pet soft drinks in India
First to introduce vending machine in India
First to introduce back pack dispensing system for in-stadium beverage serving to cricket spectator
Image enhance graphics on signage, retail outlet walls and delivery vehicles
Trademark tricycles and pushcarts with umbrellas, creating thousands of mobile outlets
Leading edge-merchandising equipment including icebox coolers that allow retailer to serve ice-cold soft
drinks.
Training for retailers in merchandising techniques, such a product placement
Larger single and refillable glass bottle offer consumers more value
Coca-Cola India has increased its market share from 60.5 per cent in the carbonated soft drink (CSD)
category in 2004-05 to 57 per cent at the end of December 2003, as per ORG-Marg figures.
Coca- Cola India division president Sanjeev Gupta said: The rural initiatives for CSDs, driving
affordability through lower price points and strengthening distribution to make our products available in
new markets, proved to be a great success, thus substantially expanding the consumer base.
DISTRIBUTION
Full depth stackable plastic creates, in bright red with Coca Cola trademark
New 6 and 10-tonne closed bay route trucks, loaded by forklift with standardized pallets of multiple
crates, permitting more efficient distribution
New three wheeled vehicle open-bay for city alley distribution for Indian cities, and trademarked
tricycles and pushcarts
STRATEGY
The strategy for coca-cola company has for a long time been best described as follows: Global
Marketing and local manufacturing. However, the global marketing approach has been changed to local
marketing because of the differences in consumer demands and experiences.
28

To implement their think local, act local philosophy, the following key
areas are considered:
Consumers By using innovative and tailored marketing programs based on a local consumer
insight, the Coca-Cola Company will keep growing its core brand while also leveraging its
distribution system.
Communities- Local offices around the world ensure that the company is respectful corporate citizen
and participates as an integral of each community.
Customers The Company provides value to customers through consumer purchase, through
superior customer service and through great value creation programs.
Coco-Cola system The coca-cola system business model delivers value to the company and to its
bottling partners. by working together, the coca-cola system focuses on growing the over all profits
from the beverage category, in order to provide strong returns for all parties involved.
Coca-Cola People The company recognizes the value of its associates and remains focused on
ensuring it has the most talented, creative and motivated people throughout the world.
FOUR GLIDING PRINCIPAL OF COCA-COLA

:::: Refresh the Marketplace ::::
The company will adhere to the highest ethical standards, knowing that the quality of
their products, the integrity of their brands and the dedication of our people build trust and strengthen
relationships.
It will serve the people who enjoy our brands through innovation, superb customer service, and
respect for the unique customs and cultures in the communities where we do business.
29

:::: Enrich the Workplace::::
The company will treat each other with dignity, fairness and respect. It will foster an
inclusive environment that encourages all employees to develop and perform to their fullest potential,
consistent with a commitment to human rights in our workplace. The Coca-Cola workplace will be a place
where everyone's ideas and contributions are valued, and where responsibility and accountability are
encouraged and rewarded.
:::: Preserve the Environment::::
The companys approach to environmental issues is guided by a simple principle: It will conduct companies
business in ways that protect, preserve and enhance the environment. The Coca-Cola eKO System translates
this principle into action by establishing a framework for successfully managing our environmental
performance worldwide.
:::: Strengthen the Community::::
The company will contribute their time, expertise and resources to help develop sustainable communities in
partnership with local leaders. We will seek to improve the quality of life through locally-relevant initiatives
wherever they do business.
New Developments
Coke has tied up with McDonald's restaurants to offer premium Georgia coffee, Georgia gold coffee.
30

Apart from introducing powdered orange drink Sunfill targeted at the popular
market.
The company announced at sporadic intervals in the past year its plans to launch nimbu pani, fruit
juice under the brand name Minute Maid.
Company will launch cold coffee and iced tea named Georgia gold cold coffee and Georgia gold iced
tea in a tie-up with Nestle India as well as yoghurt by the end of 2005.
The bottling subsidiary of the Indian unit of the Coca-Cola would invest around $100 million in 2004
to expand operations and boost market share.
Coke has finally got its local act right. For the first time, the Atlanta-based cola major has posted a
net profit in India, in excess of Rs. 152 crore (on a turnover of Rs. 5,500 crore) in calendar year 2004.
In 2005, Coca-Cola India pledged to invest a further US$100 million in its operations.
PRODUCTS
THUMS UP
Strong Cola Taste, Exiting Personality
31

Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977.Thums Up was acquired by Coca-Cola Company in 1993.
Thums Up is known for its strong, fizzy taste and its confidence, mature and uniquely
masculine attitude. This brand clearly seeks to separate the man from the boys.
Its tagline says it all Thums up I want my thunder.
COCA-COLA
Coca-Cola is the most popular and biggest selling soft drink in history, as well as the best known
product in the world created in Atlanta, Georgia by Dr. John S Pemberdon, Coca-Cola was first
offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water.
32

Coca-Cola was registered as trademark in 1887 and by 1895 Coca-Cola
was being sold in every state and territory of United States. Today you can find Coca-Cola in
virtually every part of the world and the Coca-Cola Company has more than 230 beverages to its
portfolio.
DIET COKE
Looking good and tasting great!

Diet Coke was born in 1982 and quickly become number one in sugar free drink in diet
conscious America. Known as Diet Coke in U.S., Canada, Australia and U.K., and as Coca-Cola light in
other countries. Its now number three soft drink in the world.
FANTA
A favorite in Europe since 1940, Fanta was acquired by the Coca-Cola

Company in 1960. Fanta orange its the core flavor representing about 70 % of
sales, but other citrus and fruit flavors have their own solid fan base.
Consumer around the world particularly the teens, fondly associate Fanta with Happiness and special
times with friends and family. This positive imaginary is driven by brands fun, playful personality, which
goes hand in hand with bright color, bold fruit taste and tingly carbonation.
33

GEORGIA
In the company's journey towards the vision 'leading the beverage revolution in India', now
even Garam matlab Coca-Cola. A hot new launch from Coca-Cola India.
Georgia, quality tea and coffee
served from state of the art vending machines is positioned
to tap into the nations biggest beverage category. Georgia is a mass market offering
Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is
available in a range of sizzling flavours, adrak, elaichi, masala and plain tea cappuccino, mochaccino
and regular coffee.
Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata. Georgia
aims to become the consumers preferred choice of hot beverage when he is on the go, the brand is
well on course to achieving its vision.
At 1998 Olympic winter game held in Nagano, Georgia become the first hot drink served at
an Olympic game. Georgia coffee is available in original, Mocha Kilamanjaro, Emerald Mountain
Blend and variety of other delicious flavors that are introduced from time to time.
GEORGIA GOLD
34
In the company's journey towards the vision 'leading the beverage revolution in India', now even
Garam matlab Coca-Cola. A hot new launch from Coca-Cola India.
Georgia, quality tea and coffee
served from state of the art vending machines is positioned to tap
into the nations biggest beverage category.

Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is available in a
range of sizzling flavours, adrak, elaichi, masala and plain tea cappuccino, mochaccino and regular
coffee.
Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata. Georgia aims
to become the consumers preferred choice of hot beverage when he is on the go and the with so far,
the brand is well on course to achieving its vision.
Georgia Gold is the premium brand which caters to the connoisseur. Made from freshly roasted and
ground coffee beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh
coffee. Currently available exclusively at McDonalds outlets across the country Georgia Gold has
driven coffee sales through the roof.
LIMCA
Lime and Lemony!
35

The thirst quenching beverage features a fresh, light lemon lime taste and fun
loving attitude. Its a home grown national treasure in India where it was acquired in 1993. the
products invigorating and cloudy look havent changed but brand has been revitalized with new
marketing campaign.
Limca continues to build a loyal following among young adults who love the lighthearted
way it compliments the best moment of their life. Its also became the hit in many Persian gulf
countries.
MAAZA
Yaari Dosti Taaza Maaza
With the real fruit taste, kids love, plus added calcium maazas tagline Yaari Dosti Taaza Maaza
means friendship moment with fresh maaza in English.
.
Maaza was introduced in India in 1994 as a non carbonated fruit drink. It was acquired
by The Coca Cola Company in 1993.
SPRITE
Clear, Crisp & Refreshing.
Introduced in 1960, Sprite is worlds leading lemon-lime flavored soft drink. It is sold in more than
190 countries and ranked as the No.4 soft drink world wide, with strong appeal to young people.
36

Sprite has also an honest, straightforward attitude about things that sets it apart
from other soft drinks.
KINLEY SODA
Kinely soda is available in segment size of 250ml PET. The kinley soda is new approach to
the customer who wanted the premium segment soda to drink apart form local brands. Its
only available in Indian market to enhanced the growth and availability of companys product
and value
KINLEY WATER
Introduced in India in August 2000, Kinley is purified bottled water. In a country where many
people are concerned about reliable drinking water, Kinley delivers a product that is safe and suitable
for consumers and their families.
Within ten months of its launch, Kinley had emerged as India's number two packaged water
and is currently the number three Coca-Cola product in India.
37
Especially popular among adults who seek a better quality of life and a
healthier lifestyle, Kinley is available in a range of packaging including 500 ml, 1 liter and 2 liter PET
bottles, and 5 liter, 15 liter, 20 liter and 25 liter bulk jars for in-home consumption.
CHAPTER 5
38

LITRATURE REVIEW
Gluckman (1986) has studied the factors influencing the consumer preferance of product. The
explicit factors identified were, the familiarity with brand name, the price of product, quality of the product,
taste with regrds to the originaland the suitability of all tastes. Some of the implicit factors identified through
extensive questioning were, colour and appearance of the product. The consumer behaviour and customer
awareness have been a very interesting reseaech area in the last two decades and from various aspects : their
purpose and usefullness, design and implementation.
Venkateshwaralu et.al, (1987) conducted a study2 to analyze the buyer
behaviour towards georgia machines. They have concluded that consumers generally
prefer quality and good taste when compared to other products. It was also found that
employees are the major influencers in decision making while purchasing the georgia
machines, though management are equally involved. Besides, the study revealed that
56 percent of the respondents prefers georgia machines for the employees. It was
concluded that that the marketers have to give considerable importance to taste,
freshness and brand name of product as they largely
affect the decision making process of consumers.
An effective consumer behaviour and customer awareness improves the strategies and management of the
managers as well as their performance is in efficient manner. It has an impact on other subordinates and
individuals through cognitive and motivational mechanisms and facilitates the formulation of the future
39

strategies and business activities in terms of more visible enviornment dynanism and a
greater diversification of business activity.
Gopalakrishnan et.al, (2002) made an attempt8 to find out answers for store
loyalty of customers in organized retail format and to find out the cause and extent of
satisfaction of consumers in the outlet. From this study it is evident that no consumer
is loyal to a particular product and it was also found that the following factors: brand,
type of organization and employee size correlate with satisfaction level. The study
provides an insight to the modern food and grocery retailers on how the consumers
perceive their satisfaction and brand loyalty. An important factor which can lead to
increased loyalty is customer relationship management activities like bonus/discounts,
special customer cards, refreshments, free-parking facility and alike.
There are two aspects customer awareness and consumer behaviour in the corporates customers. As per the
research and development of customer awarenwss and consumer behaviour belongss to the mordern
approach. Many research project conducted on the traditional approach but this mordern concept is a new
concept and it is recently applied in the corporate world. So there is no reasearch through traditional
approach and its effectiveness of using so as per the requirement of the more understanding the consumer
awarewness and customer behaviour this project should be done.
40
CHAPTER 6
RESEARCH METHODOLOGY
INTRODUCTION :
After defining the titile of the research, objective and scope of the research project, the next stage of market
research calls for developing the research plan for gathering the required information. While developing
research plan, other points like sampling plan, data sources abd research instruments needs to be taken into
the consideration.
Market research is a systematic gathering,recording and analysis of data collected by various techniques
to access the responsebto various parameters related to a given project and accordingly prepare a report
based on which the company can take correct design. These designs are highly crucial in determining the
marketing strategy to be adopted.
RESEARCH OBJECTIVES
41

To study the retail outlet chain of georgia machines in Ahmedabad.
To explore potential retail outlets in Ahmedabad.
To study the retailers behavior
To study the distribution system in Ahmedabad.
To know the retailers satisfaction from the distributor and the company
DEVELOPMENT OF RESEARCH PLAN :

Research methodology is the way to systematically solve the research problem. Properly designed
research methodology provides researcher flexibility and helps in achieving required objectives within the
particular time limit. Here, main objectives are to take the responses from customers of the company and
give suggestions for improvement which is required.
The following research plan was made :

Study Duration
Area
Target Respondents
Methodology
6 weeks
Ahmedabad- Gujarat
Customers of corporate retail
Descriptive
RESEARCH DESIGN :
A survey was design and executed among 200 in customers of retaiors, corporates, individuals
clients in the ahmedabad. A structured questionnaire was used for a data collection tool and judgement
sampling was restored to for the purpose of the study.
42

SAMPLE DESIGN :
A sample design is a definite plan for obtaining a sample from a given population refrs to the
techniques or the procedure the researchers
Would adopt in selecting items for sample.
SAMPLE POPULATION :
The sample poplation consists of customers of organized retail stores in ahmedabad.
DATA COLLECTION :
For the purpose of data analysis the respondants were segmented in demographic variables such as income,
age, location and gender. Data was collected though quessionaire and the interactions with the respondents.
SAMPLING METHOD:
The sampling method adopted was convenience sampling.
SAMPLE SIZE AND PLAN :

Total 200 outlets were surveyed with break up such as 85( Those who do not keep geogia machines),
93( who keep geogia machines),15( exclusive tea outlet), 7( exclusive Coffee outlet).
The employee group chosen for the study had to serve the main purpose of decision making so I decided to
choose more respondents from the employee of 50 or above.
EMPLOYEE SIZE
10 to 20 employee
SAMPLE SIZE
25
43

20 to 30 employee
30 to 50 employee
50 and above employee
Total
30
40
105
200
LIMITATIONS OF THE STUDY:

The market survey was limited to area of Ahmedabad city.
Time constraint
In such cases respondents were not able to give all information in such cases as much as possible
information was taken.
CHAPTER 7
44

STUDY OF CONSUMER BEHAVIOUR
Need for mordern trade :

Introduction:
With the emergence of high end retail formats even the traditional convenience and grocery stores are
undergoing changes from better store displays on one hand to evolving self service formats on the other.
In this enviornment of increasing clutter and choice the retail influence such as the shopkeeper,
merchandising displays, packaging,pop, promotions etc have a strong influence on consumer buying
behaviour, To reinforce marketing communications and occations at the pop and grow our brands the needs
arised to standardize inputs across markets and outlet types.
There are mainely two kinds of purchase for liquid refreshments beverages
Planned purchase :
Products that have been in the household in the recent past and replenishment products
triggers. Eg. Rice, wheat, coffee etc. products that fall in this category are mainely those that have been there
in the household and the visibility of the product in the shop triggers are thought that it needs to be
replenished.
UNPLANNED PURCHASE :
Spur of the moment decisions that intiates purchase behaviour is known as unplanned purchase or
impulse purchase. E.g. health food drinks, dairy whitener, soft drinks etc. the products that fall in this
category are those that are presented attractively and conveniently locted, trigging off either a memory of
previous consumption or the desire to purchse immediately. This leads the consumer to make a decision at
the spur of the moment. Hence visibility becomes the most imporant in this set. With liquidity refresement
45

beverages being the key products in the pure impluse category, the merchandise for these
are required to be very best.
They need to be attractive and innovative in nature.
They must be easily accessible.
CHAPTER 8
DATA ANALYSIS & INTERPRETATION
46
1. FIRST PREFERENCE FOR EMPLOYEE :

TYPES
COCA COLA
VAGH- BAKRI
NESTLE
CCD
TOTAL
FREQUENCY
57
45
23
75
200
%
28.5
22.5
11.5
37.5
100
frequency
29%
38%
COCA COLA
VAGH- BAKRI
NESTLE
12%
23%
CCD
47

INTERPRETATION :
The results from the pie chart show that nearly 38 % corporates have their first preferance of caf coffe day (ccd) for
tea coffe machines for their employee.
2. Second preferance for employee :

TYPES
COCA COLA
VAGH- BAKRI
NESTLE
CCD
TOTAL
FREQUENCY
57
45
23
75
200
%
28.5
22.5
11.5
37.5
100
48

frequency
COCA COLA
29%
38%
VAGH- BAKRI
NESTLE
CCD
23%
12%
INTERPRETATION :
The results indicates that ahmedabads corporates people prefer the above different options
for the second preference for purchasing the product. In the above data suggest that people
give priority to giving the preferance are good service and quality of the product.
3. CUSTOMER PREFERANCE ACCORDING TO THE LOYALITY.

TYPES
LOYAL CUSTOMERS
NOT LOYAL CUSTOMERS
TOTAL
FREQUENCY
86
114
200
FREQUENCY (%)
43%
57%
100
49

FREQUENCY (%)
LOYAL CUSTOMERS
43%
NOT LOYAL CUSTOMERS
57%
INTERPRETATION :
The avove data suggest that 57 % corporates customers in the ahmedabad are loyal to their brand and remaining 43%
of the customers are not loyal to the same brand due to so many reasons.
4. PURCHASE BEHAVIOUR OF THE CUSTOMER :

TYPES
PLANNED
UNPLANNED
TOTAL
FREQUENCY
95
105
200
FREQUENCY (%)
47.5%
52.5%
100
50

FREQUENCY (%)
PLANNED
48%
53%
UNPLANNED
INTERPRETATION :
Nearly 52 % say that their behaviour purchsase is unplanned.that indicates that the display, strategy and explanation
should be done in that way which pleases them. For eg. If in any corporates there is a 50 and above customers are
there so in that corporates uses of tea coffee for the employee are very much high so theyrequired the low cost
products due to more use.
5. Reasons for purchase the products :

Reasons for purchase
Frequency
Frquency (%)
Quality
50
25%
51

Price
44
22%
Services
16
8%
Brand name
72
36%
Discounts
18
9%
Total
200
100
Frquency (%)
9%
Quality
25%
Price
Services
36%
Brand name
22%
Discounts
8%
INTEPREATION :
As per the above data suggest that customer wise different reasons for purchase the the products are avaible here, eg.
36 % f the customer purchase the products just because of the brand name of the products. After that 25% of the
customeers purchae the products because of the quality of the products.
52
CHAPTER 9
LEARNING
LEARNING ABOUT CONSUMER BEAHAVIOUR AND CUSTOMER AWARENESS:
53

The learning part of the consumer behaviour is that different consumers have their
own approach about the poduct of the company.
So marketing is basically depends on the necessity of the customers that which type of the use of the
product in the organisation.
It is noticed that so many customers prefers our product as a fist preference and many customers
prefers our product as a second preference.
So, basically preference of the customers towards our product of the company plays a vital role in the
selling of the product in the market.
Some of the customers prefers our product on the basis of the employees of the organisation because
some of our products required more no. of the employee in the organisation.
Most of the corporates it is noticed that customers are very much loyal to their brand and the product
so they do not prefers other company product and brand.
So loyality also plays a very important role of selling the product and surviving in the market.
In the marketing customer awarenes is a very important part for the company and the customer point
of view.
More of the customers do not aware about the product of the company just because of the new
launching of the product, new reasearch and developments so its companys responsibilities to aware
the customers about new developments for marketing point of view.
54
CHAPTER 10
FINDINGS
Consumer behaviour
The observation of gathered imformation clarifies following facts egarding consumer
behaviour of organised retail corporates of ahmedabad region.
It was found that more than 37.5 % of the customers first preferance is caf coffee day
for tea coffee products rest approx 29% cutomer prefes coca cola and 22 % of the
customer prefers vag- bakri products here approx 12% customers prefers the nestle
products.
55

Many of the respondants have their differents second preference for
the tea coffee machines like nearly 37.5% of the customers chooses the ccd for their
second preference , approx 29 % customers prefers the coca cola as their second
preferance, 23% customers prefers the vag bakri for their second preferance. Nearly
12 % customers prefers the nestle for their second preferance.
As far as the loyality is concerned nearly 43 % customers loyal to their brand while
purchase the products, while 57 % customers are not loyal to their brand while
purchasing the products in corporates.
In the corporates nearly 48% customers are planned due to their size, preferances,
tastes, requirements for the products and approx 53% customers are unplanned.
Many corporates customers gave different reasons for purchasing the products it
depends on their mentality towards the product of the company. Here nearly 25%
customers purchase the products just because of the quality, 22% customers purchase
the products due to the competitive prices if the products, 8% customers purchasethe
product because of the good services provided by the company, 36% customers prefers
the product because of he brand name of the company, 9% customers prefers the
products due to the various discount sceams provided by the company.
56
CHAPTER 11
LIMITATION
Limitations :
The first and foremost limitation of this study is Time Constraints. Because of less time it
was not possible to reach to so many people. So sample size is restricted to 200 only.
In- depth analysis is not possible : The data was analyzed using simple and basic analytical
tools. An In-depth analysis was not done for the study.
It was not possible to cover all routes of Ahmedabad.
Survey was limited to Ahmedabad city only.
57
58
CHAPTER 12
CONCLUSIONS
(1) THOSE WHO DONT KEEP GEORGIA MACHINES :
Total 200 shops were surveyed.
7% were consultants, 54% Firm, 19% Logistics firm and 12% Hotel & Restaurants
and 8% others( Ice cream parlor, lounges, and Cafe).
9 Shops are of A rated, 121 are B rated, 58 are C rated and 12 shop is D rated.
20 potential customers for Coca Cola were found during survey.
4 % retailers had stocked tea coffee premix.
Reasons for not available georgia machines are:

59
Electricity
Little Space Available.
cost
Less employees
Competition From Neighboring brand
Employees preference
Problems With Company
(2) THOSE WHO KEEP GEORGIA MACHINES :
Total 200 shops were surveyed.

68% consultants ,4% firms , 12% logistics firms and 13% Hotel, Restaurant &
Guest houses and 3% were others ( lounges, bars and Ice Cream Parlors).
36 Shops are of A rated, 89 are B rated and 72 are C rated & 3 are D rated
Coca cola has an edge over Pepsi in terms of giving credit period and Sales
Generating Asset ( SGAs)
Total sales of Cocacola georgia machines and products in all types of bottles are
more than Pepsi and nestle.
Amir Khans Advertisement is on the top of the mind of the retailers. Even Akshay
Kumars Thums Up Advertisement has got more recall than Pepsi Advertisements.
This indicates Cokes Ad. Campaigns are better than Pepsi.
Retailers most preferred criteria for expectation from company is product

availability and delivery time.
Pepsi is better than coke in terms of frequency of visit and gifts.
Retailers expected to sell 200 ml bottles most among all types and 500 ml is at
second place in terms of sales.
Grievances about low margins in 200ml bottles were found.
Complaints regarding repairs of refrigerators were found.
60
Those who kept, reason for discontinue are:

Electricity
Less employees
Cost
Product availability and Delivery time are two major expectations from company.
61

CHAPTER 13
SUGGESTIONS
CONSUMER BEHAVIOUR AND CUSTOMER AWARENESS:

More intense advertising activities and promotional activities should be used
during Sunday and Saturday to attract as many users as possible and create
brand recall.
Most of the customers ranked price discounts as their first liking amongst all the
promotional and awareness activities carried out.
For georgia machines delivery system should be fast as possible to the
customers.
62

Appropiate promotional activities and advertisements should be
done to increase the customer awareness of the products.
Special discount scheams should be provided to the new customers for joining
the products and new launching the products in the market.
CHAPTER 14
BIBLIOGRAPHY
63
1. www.coca-colaindia.com
2. www.coca-colacompany.com
3. www.us.coca-cola.com
4. www.slideshare.net/jigarjain/coca-cola
5. Market research
6. www.marketteacher.com
64
CHAPTER 15
Annexure
65
Questionnaire
STUDY OF CONSUMER BEHAVIOUR IN CORPORATE MARKETING
PRACTICE
1. which brand you like to purchase as a first preferance in tea coffee in the
corporate sector ? Rank them in order of your preference.
Brands
Rank
Coca-cola
Vagh-bakri
66

Ccd
Nestle
2. What are the reasons for purchasing the products for the corporates ?
Reasons
Tick the options
Prices
Quality
Services
Brand name
Discounts
Others
67
3. Which way you manage the tea coffee in corporates currently for the
employee ?
Mannualy
Machines
Stalles
others
4. How many times your organization required the tea coffe in a day ?
Once in a day
Twice in a day
Thrice in a day
others
5. How many employees currently working in your organisation ?
Less than 20
68

20 to 49
50 to 100
100 and more
6. What is your monthly expense behind the tea coffee In the corporates ?
Less than Rs 499
Rs 500 Rs 999
Rs 1000 Rs 1499
Rs 1500 and more
7. What beverages do you like to purchase from the market for the
organisation ?
Soft drinks
Tea/coffee
Packaged juices
Health drinks
8. Which are the pack sizes and quantity of tea coffee do you most frequently
purchase?
200 gram
300 gram
69

500 gram
1.5 kg
9. What is the consumption pattern of your pack size ?

3 days
1 week
2 week
1 month
10.
Brand preferance :
According to you which is the most preferable brand of tea coffee which is
beneficial for the corporates?
Ccd
Coca-cola
Nestle
Vagh bakri
Other please specify ______________
11.
Which type of tea preferable for your organisation currently ?

Masala tea
Hot Lemon tea
Cardamom tea
Others if specify ______________
70

12.
Which type of coffee preferable for your organisation
currently ?
Expresso
Americano
Cappuccino
Caf Latte
Hot coffee
13.
Which is your beverage size currently in the organisation for the tea
and coffee?
Less than 60 ml
60 ml to 90 ml
90 ml to 150 ml
Above 150 ml
14.
Which is the type of your organisation ?

Bpo
Kpo
Consultancy
Logistics
Others if specify _________________
71
DETAILS
NAME : ______________
SEX : ______
LOCATION : _____________
AGE GROUP :
15 years 25 years
25 years 35 years
35 years 45 years
45 years and above
MONTHLY INCOME :
0 9999
10,000 19,999
20,000 29,999
30,000 and above
72
73
74
75
76
77
78
79
80
81
82

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COCA COLA BEVERAGES PVT LTD

COCA COLA COMPANY

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

2. Review for the Non existing customer

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

SCOPE OF THE STUDY :

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Purchase preference of consumers regarding location.

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

MARKET COMPOSITION AND DYNAMICS

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

has proved that there is a right

price for everything you just have to get to it.

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Jos Octavio Reyes

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Middle and Far East group

Greater Europe group

Latin American group

North American group

medicines, created a drink from

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

1994: Dough lvester appointed president

Coca-Cola India Division

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

Summer internship project - LJMBA

COCA COLA BEVERAGES PVT LTD

More than 3 million unit cases

Between 1 and 3 million unit cases

Less than 1 million unit cases

Bottling operation in Gujarat

Summer internship project - LJMBA