Beruflich Dokumente
Kultur Dokumente
NTE
NTS
NUMBER
TOPIC
PAGE NO.
Chapter 1
1.1
Introduction
1.2
History
Chapter 2
2.1
2.2
Research Methodology
2.3
Research Design
Type of Research Design
2.4
Data Collection
Sources of data collection(Primary &
Secondary)
2.5
2.6
Sampling Design
Population / Universe
Sampling Unit
Sample Size
Sampling Area
Sampling Technique
Sampling Instrument(Questionnaire)
Data processing
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Chapter 3
Data Processing
Chapter 4
Chapter 5
Limitation
Chapter 6
Chapter 7
Conclusion
Chapter 8
Bibliography
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CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending
machines throughout the world. It is produced by The Coca-Cola Company of
Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of
The Coca-Cola Company in the United States since March 27, 1944). Originally
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intended as a patent medicine when it was invented in the late 19th century by John
Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose
marketing tactics led Coke to its dominance of the world soft-drink market throughout
the 20th century.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world. The bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in
combination with filtered water and sweeteners. The bottlers then sell, distribute and
merchandise Coca-Cola to retail stores and vending machines. The Coca-Cola
Company also sells concentrate for soda fountains to major restaurants and food
service distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the
Coke brand name. The most common of these is Diet Coke, with others including
Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola
Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee. In 2013,
Coke products could be found in over 200 countries worldwide, with consumers
downing more than 1.8 billion company beverage servings each day.[2]
Based on Interbrand's best global brand study of 2011, Coca-Cola was the world's
most valuable brand.
COCA COLA IN INDIA
Entry of Coca-Cola
Coca-Cola was the 1st international soft drinks brand to enter India in early 1950s.
Up till 1977, Coca-cola was the leading soft drink brand in India. But due to norms set
by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not
return till 1993 after a 16 year absence from the Indian beverage market. In 1999,
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Coca-Cola bought Parle, Indias top soft drink brand, which bottled Thumbs up,
Limca and Gold Spot.
Today, in India, the Coca-Cola system comprises of a wholly owned subsidiary of The
Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells
concentrate and beverage bases to authorized bottlers who use these to produce our
portfolio of beverages.These authorized bottlers independently develop local markets
and distribute beverages to grocers, small retailers, supermarkets, restaurants and
numerous other businesses. In turn, these customers make our beverages available to
consumers
across
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India.
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PRICE :Due to the availability of wide range products the pricing is done according to the
market and geographic segment. Each sub-brand of coca cola has different
pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the
direct competitor to coke. Beverage market is said to be a oligopoly market (few
sellers and large buyers), hence they form into cartel contract to ensure a mutual
balance in pricing between the sellers.
PLACE :Coca cola is the worlds most favorite brand and is available all over the world. The
distribution system of coca cola follows the FMCG distribution pattern. The effective
distribution network of coke has almost eroded the small and middle level players in
the market. In India they have captured even the rural market by extensive distribution
and have eroded the market share of Bovonto, Kalimark etc.
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PROMOTION :Coca cola adopts various advertising and promotional strategies to create an increased
demand in the market by associating with life style and behaviour and mainly
targeting value based advertising. You are more likely to see a coke ad individualised
for a particular festival or in with a general positive message. Coca cola uses CSR as
its marketing tool to gain emotional benefits in consumers mind. The current
promotions through CSR include Support my school campaign with NDTV. It has
many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor
Vijay and Trisha , Ghambir, Aamir khan etc and has signed contract recently with
Imran khan. It allows price discounts and allowances to distributors and retailers in
order to push more products into the market. It employs both push strategy through
promotions and pull strategy through advertisements and campaigns.
Supermarkets
Convenience Stores
Fast Food
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Petroleum Retailers
Hotels/Motels/Resorts
Mass Merchandisers
Vending Machines
In 2006, the Company began changing its delivery method for its route delivery
system. Historically, the Company loaded its trucks at a warehouse with products the
route delivery employee would deliver. The delivery employee was responsible for
pulling the required products off a side load truck at each customer location to fill the
customer's order. Coke began using a new CooLift delivery system in 2006 in a
portion of the Company's territory which involves pre-building orders in the
warehouse on a small pallet the delivery employee can roll off a truck directly into the
customer's location.
Also, Coke company works through independent bottlers of Coke. They work in
coordination with the Coke company which produces the 'secret formula concentrate'
and ships to the distributors and bottlers for final processing and packaging prior to
shipment to the stores.
SALES PROMOTION
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SALES PROMOTION TOOLS USED BY COCA-COLA :1) SCRATCH & WIN OFFER:To induce the customer to buy a particular product scratch and win scheme is also
offered. Under this scheme a customer scratch a specific marked area on the package
of the product and gets the benefit according to the message written there. In this way
customers may get some item free as mentioned on the marked area or may avail of
price-off, or sometimes visit different places on special tour arranged by the
manufacturers.
2) GOOD ADVERTISING:Coca-Cola has come up with innovative communication and advertising strategies.
They come up with pick-up lines and attractive slogans which are easy to attract the
customers. Eg. Thanda matlab Coca-Cola!
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3) ATTRACTIVE PACKAGING :Coca Cola paid special attention to cultural and family values, especailly those that
are related to holidays. No matter on Christmas or Chinese New Year, Coca Cola
could always come up with special design in packaging.
5) COMPETITION AND PRIZES:In order to boost up sales in the short run certaincompetitions must also be organized
by the company.Itensure usage amongst first timeusers.
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6) FREE TRIALS:Free trails must also be used by the firm to increase their sales.
7) DISCOUNTS,GIFTS ETC :While moving in the market, customers are generally attracted towards the product
that offers discount, gift, prize, etc on buying. These are some of the tools used to
encourage the customers to buy the goods. Thus, it helps to retain the existing
customers, and at the same time it also attracts some new customers to buy the
product.
STRENGTHS OF COCA-COLA:-
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THREATS OF COCA-COLA :-
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1.2 History
19th century historical origins
Believed to be the first coupon ever, this ticket for a free glass of Coca-Cola was first
distributed in 1888 to help promote the drink. By 1913, the company had redeemed
8.5 million tickets.[4]
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series of notes over a specified time span. By May 1, 1889, Candler was now claiming
full ownership of the Coca-Cola beverage, with a total investment outlay by Candler
for the drink enterprise over the years amounting to $2,300.[25]
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888,
came forward to claim that her signature on the 1888 Coca-Cola Company bill of sale
had been forged. Subsequent analysis of certain similar transfer documents had also
indicated John Pemberton's signature was most likely a forgery, as well, which some
accounts claim was precipitated by his son Charley.[26]
Origins of bottling
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The first outdoor wall advertisement that promoted the Coca-Cola drink was painted
in 1894 in Cartersville, Georgia.[29] Cola syrup was sold as an over-the-counter dietary
supplement for upset stomach.[30][31] By the time of its 50th anniversary, the soft drink
had reached the status of a national icon in the USA. In 1935, it was certified kosher
by Atlanta Rabbi Tobias Geffen, after the company made minor changes in the
sourcing of some ingredients.[32]
Claimed to be the first installation anywhere of the 1948 model "Boat Motor" styled
Coca-Cola soda dispenser, Fleeman's Pharmacy, Atlanta, Georgia. The "Boat Motor"
soda dispenser was introduced in the late 1930s and manufactured till the late 1950s.
Photograph circa 1948.
The longest running commercial Coca-Cola soda fountain anywhere was Atlanta's
Fleeman's Pharmacy, which first opened its doors in 1914. [33] Jack Fleeman took over
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the pharmacy from his father and ran it until 1995; closing it after 81 years. [34] On July
12, 1944, the one-billionth gallon of Coca-Cola syrup was manufactured by The
Coca-Cola Company. Cans of Coke first appeared in 1955.[35]
New Coke
Main article: New Coke
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production, eliminating the need to differentiate between the two. [38] The formula
remained unchanged. In January 2009, Coca-Cola stopped printing the word "Classic"
on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern
United States.[39] The change is part of a larger strategy to rejuvenate the product's
image.[39] The word "Classic" was removed from all Coca-Cola products by 2011.
In November 2009, due to a dispute over wholesale prices of Coca-Cola products,
Costco stopped restocking its shelves with Coke and Diet Coke. However, some
Costco locations (such as the ones in Tucson, Arizona), sell imported Coca-Cola from
Mexico.[40] Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September
22, 2011, the company announced price reductions, asking retailers to sell eight-packs
for $2.99. That same day, Coca-Cola announced the 12.5-ounce bottle, to sell for 89
cents. A 16-ounce bottle has sold well at 99 cents since being re-introduced, but the
price was going up to $1.19.[41]
In 2012, Coca-Cola resumed business in Myanmar after 60 years of absence due to
U.S.-imposed investment sanctions against the country.[42][43] Coca-Cola's bottling
plant will be located in Yangon and is part of the company's five-year plan and $200
million investment in Myanmar.[44] Coca-Cola with its partners is to invest USD 5
billion in its operations in India by 2020. [45] In 2013, it was announced that Coca-Cola
Life would be introduced in Argentina that would contain stevia and sugar.[46]
In August 2014 the company announced it was forming a long-term partnership with
Monster Beverage, with the two forging a strategic marketing and distribution
alliance, and product line swap. As part of the deal Coca-Cola was to acquire a 16.7%
stake in Monster for $2.15 billion, with an option to increase it to 25%.[47]
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Changing consumer beverage preferences, featuring a shift toward healthoriented wellness drinks
Fierce competition
Energy drink consumption has also climbed, due to the increasingly active
lifestyles of teenagers
This trend towards healthier drinks has created a number of new categories, and
changed the consumption trends of the beverage industry as a whole. While
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previously dominated by carbonated soft drinks, the industry is now more evenly
balanced between carbonates, and product categories with a healthier image, such as
bottled water, energy drinks and juice:
While carbonates are still the largest soft drink segment, bottled water is catching up
fast, with an average of 58 liters consumed annually per capita. Among individual
countries, Italy ranks number one in bottled water consumption, with the average
Italian drinking 177 liters per year. Overall, bottled water represents the fastest
growing soft drink segment, expanding at 9 percent annually. This growth is being
partially driven by increasing awareness of the health benefits of proper hydration.
The industry has responded to consumers desire for healthier beverages by creating
new categories, such as energy drinks, and by diversifying within existing ones. For
example, the leading carbonated soft drink companies have recently introduced
products with 50% less sugar that fall mid-way between regular and diet
classifications. Similarly, a South African juice company has recently released a fruitbased drink that contains a full complement of vitamins and nutrients.
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International/domestic packaging
Governments around the world are concerned about food safety and quality.
Periodically, safety failures make big news in the global press. Amid this growing
concern, regulators are cracking down on sanitation and a variety of other food-safety
requirements.
Each soft drink company must take these industry challenges into consideration, as
well as its own strengths and market position, when looking for ways to drive
innovation, accelerate growth and increase margins.
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CONSUMER SATISFACTION
Consumer Satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four of a Balanced Scorecard.
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.
However, the importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such as AT&T,
participate in an industry that is an oligopoly, where only a few suppliers of a certain
product or service exist. As such, many cell phone plan contracts have a lot of fine
print with provisions that they would never get away if there were, say, a hundred cell
phone plan providers, because customer satisfaction would be way too low, and
customers would easily have the option of leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms
Definition
Essentially, consumer satisfaction is the extent to which consumers are happy with the
products or services provided by a business. It is an important concept in business,
because happy customers are those most likely to place repeat orders and explore the
full range of services offered.
Factors
Consumers are most likely to report satisfaction with goods and services if they are
made to feel "special" by the provider. In other words, if the staff of a company pays
attention to the individual needs of its customers, before, during and after the sales
process, they are more likely to return.
Measurement
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effective in this new business climate. Plans constructed using customer satisfaction
research results can be designed to target customers and processes that are most able
to extend profits.
Too many companies rely on outdated and unreliable measures of customer
satisfaction. They watch sales volume. They listen to sales reps describing their
customers' states of mind. They track and count the frequency of complaints. And
they watch aging accounts receivable reports, recognizing that unhappy customers
pay as late as possible--if at all. While these approaches are not completely without
value, they are no substitute for a valid, well-designed customer satisfaction surveying
program.
It's no surprise to find that market leaders differ from the rest of the industry in that
they're designed to hear the voice of the customer and achieve customer satisfaction.
In these companies:
Marketing and sales employees are primarily responsible for designing (with
customer input) customer satisfaction surveying programs, questionnaires and focus
groups.
Top management and marketing divisions champion the programs.
Corporate evaluations include not only their own customer satisfaction ratings but
also those of their competitors.
Satisfaction results are made available to all employees.
Customers are informed about changes brought about as the direct result of
listening to their needs.
Internal and external quality measures are often tied together.
To be successful, companies need a customer satisfaction surveying system that
meets the following criteria:
The system must be relatively easy to design and understand.
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Consumer behaviour is the study of when, why, how, and where people do or do not
buy a product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such as
demographics and behavioural variables in an attempt to understand people's wants. It
also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the field. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalisation,
customisation and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrows possibility
theorem is used for a social function, social welfare function is achieved. Some
specifications of the social functions are decisiveness, neutrality, anonymity,
monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No
social choice function meets these requirements in an ordinal scale simultaneously.
The most important characteristic of a social function is identification of the
interactive effect of alternatives and creating a logical relation with the ranks.
Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the end
of the cycle, the consumer (Kioumarsi et al., 2009).
Black Box Model
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The black box model shows the interaction of stimuli, consumer characteristics,
decision process and consumer responses.[2] It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within people). The
black box model is related to the black box theory of behaviourism, where the focus is
not set on the processes inside a consumer, but the relation between the stimuli and
the response of the consumer. The marketing stimuli are planned and processed by the
companies, whereas the environmental stimulus are given by social factors, based on
the economical, political and cultural circumstances of a society. The buyers black
box contains the buyer characteristics and the decision process, which determines the
buyers response.
The black box model considers the buyers response as a result of a conscious, rational
decision process, in which it is assumed that the buyer has recognized the problem.
However, in reality many decisions are not made in awareness of a determined
problem by the consumer.
Information search
Once the consumer has recognised a problem, they search for information on products
and services that can solve that problem. Belch and Belch (2007) explain that
consumers undertake both an internal (memory) and an external search.
Sources of information include:
Personal sources
Commercial sources
Public sources
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Personal experience
The relevant internal psychological process that is associated with information search
is perception. Perception is defined as "the process by which an individual receives,
selects, organises, and interprets information to create a meaningful picture of the
world". Consumers' tendency to search for information on goods and services makes
it possible for researchers to forecast the purchasing plans of consumers using brief
descriptions of the products of interest.
The selective perception process
Stage Description
The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the brand.
Information evaluation
At this time the consumer compares the brands and products that are in their evoked
set. How can the marketing organization increase the likelihood that their brand is part
of the consumer's evoked (consideration) set? Consumers evaluate alternatives in
terms of the functional and psychological benefits that they offer. The marketing
organization needs to understand what benefits consumers are seeking and therefore
which attributes are most important in terms of making a decision. It also needs to
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check other brands of the customers consideration set to prepare the right plan for its
own brand.
INTERNATIONAL BUSINESS
International Business is truly a comprehensive and global introduction to the subject.
Written in scholarly yet accessible writing style, this text is highly applicable to the
issues and problems facing corporate decision makers in international business. The
book has been structured with reader-accessibility firmly in mind: each chapter
features a summary of key concepts and self-test questions, as well as guidance for
further study and references. It is a core modular text for undergraduate courses on
International Business, as well as being appropriate for a supplementary reading on
equivalent courses in Europe and on BBA programs
Role & Importance Of International Business
Importance of international business
Every company is trying to expand its business by entering foreign markets.
International business helps in the following ways:1. Helps as growth strategy: - Geographic expansion may be used as a business
strategy. Even though companies may expand their business at home.
2. Helps in managing product life cycle: - every product has to pass through
different stages of product life cycle-when the product reaches the last stages
of life cycle in present market, it may get proper response at other markets.
3. Technology advantages: - some companies have outstanding technology
advantages through which they enjoy core competency. This technology helps
the company in capturing other markets.
4. New business opportunities: - business opportunities in overseas markets help
in expansion of many companies. They might have reached a saturation point
in domestic market.
5. Proper use of resources: -Sometimes industrial resources like labor, minerals
etc. are available in a country but are not productively utilized.
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6. Availability of quality products: - when markets are open, better quality goods
will be available every where. Foreign companies will market latest products
at reasonable prices. Good product will be available in the markets.
INTRODUCTION OF MARKETING
Marketing is the process of performing market research, selling products and/or
services to customers and promoting them via advertising to further enhance sales. It
generates the strategy that underlies sales techniques, business communication, and
business developments. It is an integrated process through which companies build
strong customer relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the
customer. With the customer as the focus of its activities, it can be concluded that
marketing management is one of the major components of business management.
Marketing evolved to meet the stasis in developing new markets caused by mature
markets and overcapacities in the last 2-3 centuries. The adoption of marketing
strategies requires businesses to shift their focus from production to the perceived
needs and wants of their customers as the means of staying profitable.
The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions.
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CHAPTER 2
Research Objective & Methodology
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To know why people buy Coca Cola and why some people prefer other
company.
To study the features of different brands that give a good idea of various
products and services offered by the company.
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Identified problem or the objectives of the research discussed in the report are:
1. Developing the research plan:
In this a plan was developed about how to collect the require information i.e. whom to
contact for gathering the relevant data. Data is the foundation of all research. It is the
raw material with which a researcher functions.
Therefore, it requires great care to select the sources of data. Data, or facts, may be
obtained from several sources. Data sources can either be primary or secondary.
A. Secondary data:
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B. Primary data:
Collection of primary data was conducted by visiting the people
personally for
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The secondary sources of information were various web sites of the companies,
newspapers & magazines such as The times of India, The Hindustan Times, Business
world, Auto India, etc.
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- Pie charts
- Tables
Bar charts and pie charts are really useful tools for every research to show the result in
a well clear, ease and simple way. Because I used bar charts and pie cahrts in project
for showing data in a systematic way, so it need not necessary for any observer to read
all the theoretical detail, simple on seeing the charts any body could know that what is
being said.
Above application software of Microsoft helped me a lot in making project more
interactive and productive.
Microsoft-Excel had a great role in my project, it created for me a situation of you sit
and get. I provided it simply all the detail of data and in return it given me all the
relevant information..
Microsoft-Access did the performance of my personal assistant who organizes my all
the details of document without disturbing them even a single time in all the project
duration.
And in last Microsoft-Word did help me for the documentation of the project in a
presentable form.
Applied Principles and Concepts
While I started to do the project the main thing which was the matter of concern was
that around what principles I have to revolve my project. Because with out having any
hypothesis and objective we can not determine that what output or result we are
expecting form the project.
And second thing is that having only tools and techniques for the purpose of project is
not relevant until unless we have the principals for which we have to use those tools
and techniques.
For the purpose of project data is very much required which works as a food for
process which will ultimately give output in the form of information. So before
mentioning the source of data for the project I would like to mention that what type of
data I have collected for the purpose of project and what it is exactly.
Primary Data:
Primary data is basically the live data which I collected on field while doing cold calls
with the customers and I shown them list of question for which I had required their
responses. In some cases I got no response form their side and than on the basis of my
previous experiences I filled those fields.
Source: Main source for the primary data for the project was questionnaires which I
got filled by the customers or some times filled myself on the basis of discussion with
the customers.
Secondary Data:
Secondary data for the base of the project I collected from intranet of the Coca Cola.
and from internet, Magazines, Newspapers, Website etc.
Non-probability Sampling
This project will be based on the non-probability, purposive, quota sampling. As in the
given project the sample will be considered specific to predetermined New Delhi.
Tools for analysis
Bar chart (Bar charts will be used for comparing two or more values that will
be taken over time or on different conditions, usually on small data set )
Pie-chart (Circular chart divided in to sectors, illustrating relative magnitudes
or frequencies)
100 respondents
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Right from selecting the topic and carrying out till recommendations research
methodology drives the researcher in the right track. The entire research plan is based
on the concept of right methodology.
Statistical Analysis
In this segment I will show my findings in the form of graphs and charts. All the data
which I got form the market will not be disclosed over here but extract of that in the
form of information will definitely be here.
The project was limited to a period and is done purely for the academic
purpose.
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CHAPTER 3
Data Processing, Analysis & Interpretation
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DATA ANALYSIS
The data given below was based on the questions which are asked during the
survey.
Q.1. WHY SHOULD YOU OPT A Coca Cola PRODUCTS?
Table No 1: Showing why people opt a Coca Cola Products:
No. of Respondents
Percentage
Need
31
31.0
Tasty
11
11.0
Delicious
48
48.0
Crunchy
10
10.0
Total
100
100.0
GRAPH No. 1: Showing the why people opt a Coca Cola Products:
100
90
80
70
60
50
40
30
20
10
0
48%
48
Column1
Percentage
31%
31
11%
11
Need
10%
10
Tasty
Delicious
Crunchy
Interpretation: The above graph reveals that 48% of the respondents opt Coca Cola
Products for Delicious, 31% of respondents for the need on the regular bases,11% of
the respondents opt for Tasty, and 10% of the respondents opt Coca Cola Products for
the Crunchy.
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100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Percent
TV Ads
33
33.0
Existing customers
21
21.0
Magazines
24
24.0
Friends
12
12.0
Internet
10
10.0
Total
100
100.0
GRAPH No.2: showing How Customers are aware of Coca Cola Products:
100
90
80
70
60
50
40 33 33%
30
20
1
10
0
24 24%
21 21%
2
No. of Respondents
12 12%
10 10% 5
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Percent
Interpretation: From the above graph shows that 33% of the respondents came to
know of Coca Cola Products through TV ads, 24% of the respondents through
magazines,21% of the respondents through the existing customers and 12% of
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Number of Respondent
Percentage
BEST
43
43%
GOOD
26
26%
ORDINARY
17
17%
NO COMMENT
0%
POOR
14
14%
WORST
0%
POOREST
0%
TOTAL
100
100%
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100
100.00%
90
90.00%
80
80.00%
70
70.00%
60
60.00%
50
50.00%
43.00%
43
40
30
20
Number of Respondent
26.00%
26
17.00%
17
40.00%
Column1
30.00%
20.00%
14.00%
14
10
10.00%
0.00%
0
0.00%
0
0.00%
0
Interpretation:
The above graph reveals that best perception comes from 43%, 26% have good
perception about the Coca Cola Products and rest by 17% have ordinary ,14% have
poor perception.
Q.4. What is the standard of Snacks & Beverages in Coca Cola Products?
Table No. 4: Showing result about standard of Coca Cola Products:
Particular
Number of respondent
Percentage
Excellent
12
12%
Better
32
32%
Good
23
23%
No Comments
08
8%
Poor
23
23%
Worst
2%
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0.00%
Poorest
0%
TOTAL
100
100%
100%
90
90%
80
80%
70
70%
60
60%
50
Number of respondent
40
40%
32%
32
30
20
23%
23
30%
23%
23
20%
12%
12
8%
8
10
0
50%
Column1
10%
2%
2
Excellent
Better
Good No Comments
Poor
Worst
Poorest
0%
0
Interpretation: The above graph showing the standard of Coca Cola Products.12%
customers says the standard is excellent, 32% says better, 23% says good standard,
8% no gave any comment on this but 25% customer says the standard is poor or
worst.
Q.5.: On the basis of price and feature comparison, is Coca Cola Products are
economical?
Table. No.5: Showing is Coca Cola Products are economical according to its price
and features:
PARTICULARS
No. of respondents
percentage
Extremely Agreed
20
20%
Highly agreed
30
30%
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0%
Agreed
25
25%
No Comments
12
12%
Disagreed
13
13%
Highly disagreed
0%
Extremely disagreed
0%
GRAPH No. 5: Showing is Coca Cola Products are economical according to its
price and features:
100
90
80
70
60
50
40
30
20
10
0
30%
30
20%
20
25%
25
No. of respondents
12%
12
13%
13
Column1
0%
0
0%
0
Interpretation: The above graph showing is Coca Cola Products are economical.
20% of public is extremely agreed with this statement, 30% is highly agreed, 25% is
agreed and rest of peoples answer is negative.
Q.6. What is your perception about the Quality of Coca Cola Products?
Table No.6: Showing Customers Perception about the Quality of Coca Cola
Products
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100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Particulars
Number of Respondent
Percentage
Excellent
30
30%
Best
23
23%
Better
39
39%
Good
5%
Cant Say
3%
TOTAL
100
100%
GRAPH No. 6: Showing Customers Perception about the Quality of Coca Cola
Products :
Interpretation: Here 30% customers says Quality is Excellent, 23% says it is Best,
39% says Better, rest of customers says Good and others.
CHAPTER-4
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FINDING
1. : Table 1 reveals that 48% of the respondents opt Coca Cola Products for
Delicious, 31% of respondents
respondents opt for Tasty, and 10% of the respondents opt Coca Cola Products for the
Crunchy.
2. graph 2 shows that 33% of the respondents came to know of Coca Cola Products
through TV ads, 24% of the respondents through magazines,21% of the respondents
through the existing customers and 12% of
respondents
from friends,10% of
respondents through internet. The above graph explained that majority of respondents
are TV ads and Magazines.
3. graph 3 reveals that best perception comes from 43%, 26% have good perception
about the Coca Cola Products and rest by 17% have ordinary ,14% have poor
perception.
4. graph 4 showing the standard of Coca Cola Products.12% customers says the
standard is excellent, 32% says better, 23% says good standard, 8% no gave any
comment on this but 25% customer says the standard is poor or worst.
5 graph 5 showing is Coca Cola Products are economical. 20% of public is extremely
agreed with this statement, 30% is highly agreed, 25% is agreed and rest of peoples
answer is negative.
6. Here 30% customers says Quality is Excellent, 23% says it is Best, 39% says
Better, rest of customers says Good and others.
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CHAPTER-5
LIMITATION
The limitations faced during the training and while undergoing my research was lack
of availability of first hand data. As the data included is secondary in nature,
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authentication of the data is major concern. The next difficulty was the facts and
figures had change due to change in financial year, thus it could affect the
recommendation and conclusion part.
Also there were huge constraints when it came to time as a one month period only
allowed me a bit of primary research plus the population size being humongous my
sample pf 50 retailers does not necessarily represent the entire population rather it can
be taken as a representative group of the regions in which the survey was taken.
CHAPTER-6
SUGGESTION & RECOMMENDATIONS
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Aggressive Ad Campaign:
Coca Cola should put a few hoardings in different areas in New Delhi and also
advertise effectively in local cable channel.
Educating the customers:
Coca Cola should educate the customers about the ISO Certification.
Attractive schemes:
Give few attractive schemes at the time of any company book any ISO Certification.
Personal touch with the customers:
Asking the customers to come regularly for any further certification problems.
CHAPTER-7
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CONCLUSION
After analyzing all the aspects of the data available and giving some important
recommendations a suitable conclusion which should be derived for this study.
However, before starting the conclusion part, the objective of the research must be
kept in mind so that we can arrive at a befitting conclusion for the research problem.
The primary objective of this research was to develop a complete understanding of the
overall functioning of Coca Cola India including the sales and distribution network
and marketing (Partner Relationship Management to be precise).
The data collected provided a sound base for understanding the overall organizational
set up of Coca Cola in India. By analyzing the data and the literature review,
following conclusion was inferred:
The Sales and Distribution Network of Coca Cola is very strong and almost
flawless.
Coca Cola India had the first mover advantage when it entered the market and
it capitalized on that advantage to grab the market.
Franchisee takes care of its operations and Coca Cola does not interfere in its
operations. The Franchisees are required to report to the Company at specific
time intervals.
The Advertising Campaigns are conceived, implemented by the Coca Cola and
Franchisee has no say in that.
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Promotional activities within every territory are under the territory office and
the officials of that office are responsible for the effectiveness and successful
implementation of these campaigns.
Because of fierce competition Coca Cola has spend heavily on Ads in order to
increase the brand recall and successfully face the competition.
Coca Cola has good brand image and recall in the customers mind but the
most surprising thing is that when compared with Pepsi lags behind in terms
of brand image.
Although the overall functioning of Coca Cola is very efficient, there are
certain areas that can be improved.
Diet Coca Cola even though newly introduced hasnt yet caught up with Diet
Coke the way it should.
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CHAPTER 8
BIBLIOGRAPHY
BOOKS:
Name of the book :- Marketing research
Author
:- Philip Kotler
:- Mr. Kothari.
Web links:http://www.coca-colaindia.com/
www.google.com
QUESTIONNIRE (customer)
Customer name:- Mr/Mrs/Miss
Address: -
Contact no: -
1. Do you use the product of Coca Cola?
Yes( )
No.( )
Limca ( )
Fanta ( )
Maza ( )
3. Do you think Coca Cola products are more beneficial than others?
Yes( )
No( )
Tasty( )
Delicious ( )
Cruchy( )
Existing Customers( )
Magazines( )
Friends( )
Internet( )
Good( )
No Comment( )
Poor( )
Ordinary( )
Worst( )
Poorest( )
Good( )
No Comment( )
Poor( )
Ordinary( )
Worst( )
Poorest( )
8. On the basis of price and feature comparison, is Coca Cola Products are
economical?
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Extreemely Agreed( )
Highly Agreed( )
No Comments( )
Disagreed( )
Highly Disagreed( )
Agreed( )
Extremely Disagreed( )
Best( )
Cant Say()
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Better( )