Cocacola Project

General Management Project
On
To study the consumption of soft drink with reference to Coca-Cola.
Submitted in partial fulfillment for the award of the degree of

Master of Management Studies (MMS)
(Under Universit y of Mumbai)
Submitted by
Rohit Kamble
(Roll No.221)
Under the Guidance of

Prof. Vivek Sharma
2016-18
Sheila Raheja School of Business

Management & Research.
Raheja Education Complex, Khernagar,

Opp. Chhatrapati Shivaji Ground, Bandra (East),
Mumbai-400051.
CERTIFICATE
This is to certify that project titled “To study the consumption of soft drink with reference
to Coca-Cola.” is successfully completed by Mr. Rohit Kamble during the IV semester, in
partial fulfillment of the Master’s Degree in Management Studies recognized by the
University of Mumbai for the academic year 2016-2018 through Sheila Raheja School of
Business Management & Research.
This project work is original & not submitted earlier for the award of any degree, diploma or
associate ship of any other university/ Institution.
Name: Prof. Vivek Sharma

Date: Signature of the Guide
1
DECLARATION
I hereby declare that this project Report submitted by me to the Sheila

Raheja School of Business Management & Research is a bonafide work
undertaken by me & it is not submitted to any other university or institution
for the award of any degree diploma/ certificate or published any time before.
Name: Rohit Kamble

Roll No. 221
Marketing Signature of the Student
2
ACKNOWLEDGEMENT
I take this opportunity to specially gratify Dr. Vijay Wagh, Director, Sheila Raheja School
of Business Management & Research, for permitting me to undertake this study. I am
deeply indebted to my guide Prof. Vivek Sharma for not only his valuable and enlightened,
guidance but also for the freedom he rendered me during this project work.
Faculty Members, who have extended their kind help, guidance and suggestion without
which it could not have been possible for me to complete this project report.
Lastly I thank my peers for supporting me whole heartedly in this endeavor.
3
TABLE OF CONTENTS
Sr.No Topics Page No

Prefatory items
0.1 0.1 cover page
0.2 0.2 certificate
0.3 0.3 declaration
0.4 0.4 acknowledgement
0.5 0.5 table of content
0.5.1 index of table
0.5.2 index of graph
1 chapter 1 introduction
1.1 section 1 problem statement
1.2 section 2 research objective
1.3 section 3 research design
1.4 section 4 hypothesis
1.5 section 5 limitation
1.6 section 6 aim
2 chapter 2
2.1 section 1
2.2 section 2
2.3 section 3
2.4 section 4
2.5 section 5
2.6 section 6
2.7 section 7
2.8 section 8
2.9 section 9
2.10 section 10
2.11 section 11
2.12 section 12
2.13 section 13
2.14 section 14
2.15 section 15
3 chapter 3 methodology
3.1 section 1 sample strategy
Sr.No Topics Page No

3.2 section 2 research design
4
3.3 section 3 data collection
4 chapter 4 results
5 chapter 5 discussion
5.1 section 1 finding/interpretation
5.2 section 2 hypothesis testing
6 chapter 6 conclusion
6.1 section 1 recommendation
7 chapter 7 references
8 chapter 8 appendices
8.1 section 1 sample questionnaire
5
LIST OF TABLES
SR. NO Topics Page No
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
6
LIST OF DIAGRAMS
SR. NO Topics Page No

2.15.1
2.15.2
2.15.3
2.15.4
2.15.5
2.15.6
2.15.7
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.1
4.11
4.12
4.13
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Chapter No-1: Introduction
CHAPTER-1:
INTRODUCTION
1
PROBLEM STATEMENT
To study the consumption of soft drink with reference to Coca-Cola.
RESEARCH OBJECTIVE
 To learn about Coca-Cola company.

 The study the Market Analysis of Coca-Cola Company & find out different factors
effecting the growth of Coca-Cola.
 To understand the reasons behind the purchase of Coca-Cola products.
HYPOTHESIS
Set No 1:
H0: Thumps-up is not the most preferred soft drink.
H1: Thumps-up is the most preferred soft drink.
Set No 2:
H0: Maximum no of consumers not prefer Coca-Cola products.
H1: Maximum no of consumers preferred Coca-cola products.
Set No 3:
H0: Taste of the coca cola product is not the most preferred reason for their sales.
H1: Taste of the coca cola product is the most preferred reason for their sales.
RESEARCH DESIGN
The research design will be combination of exploratory & descriptive research.

The research is used to measure the consumption of soft drinks.
2
LIMITATION:
 This project is limited due to time constraint as it involves a lot of complex variables which
require a detailed study over a period of time.
 In this project only a small population was studied, which may not be enough to show correct
picture.
 The consumer were very reluctant to answer the question and the response may be biased
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Chapter No-2: Literature Review
CHAPTER-2:
LITERATURE
REVIEW
1
INTRODUCTION TO COCA-COLA
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Company’s beverage products
comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-
drink powder products. In addition to this, it also produces and markets sports drinks, tea and
coffee. The Coca- Cola Company began building its global network in the 1920s. Now
operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system
has successfully applied a simple formula on a global scale: “Provide a moment of
refreshment for a small amount of money- a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that system is
dedicated to people working long and hard to sell the products manufactured by the Company.
This unique worldwide system has made The Coca-Cola Company the world’s premier soft-
drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than
any other consumer product, has brought pleasure to thirsty consumers around the globe. For
more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of
millions of people every day.
The Company aims at increasing shareowner value over time. It accomplishes this by working
with its business partners to deliver satisfaction and value to consumers through a worldwide
system of superior brands and services, thus increasing brand equity on a global basis. They
aim at managing their business well with people who are strongly committed to the Company
values and culture and providing an appropriately controlled environment, to meet business
goals and objectives. The associates of this Company jointly take responsibility to ensure
compliance with the framework of policies and protect the Company’s assets and resources
whilst limiting business risks.
2
INDUSTRY PROFILE
A BRIEF INSIGHT - THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG)
are products that have a quick turnover and relatively low cost. Consumers generally put less
thought into the purchase of FMCG than they do for other products.
The Indian FMCG industry witnessed significant changes through the 1990s. Many players
had been facing severe problems on account of increased competition from small and regional
players and from slow growth across its various product categories. As a result, most of the
companies were forced to revamp their product, marketing, distribution and customer service
strategies to strengthen their position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry had changed
significantly. With the liberalization and growth of the Indian economy, the Indian customer
witnessed an increasing exposure to new domestic and foreign products through different
media, such as television and the Internet. Apart from this, social changes such as increase in
the number of nuclear families and the growing number of working couples resulting in
increased spending power also contributed to the increase in the Indian consumers' personal
consumption. The realization of the customer's growing awareness and the need to meet
changing requirements and preferences on account of changing lifestyles required the FMCG
producing companies to formulate customer-centric strategies. These changes had a positive
impact, leading to the rapid growth in the FMCG industry. Increased availability of retail
space, rapid urbanization, and qualified manpower also boosted the growth of the organized
retailing sector.
HLL led the way in revolutionizing the product, market, distribution and service formats of
the FMCG industry by focusing on rural markets, direct distribution, creating new product,
distribution and service formats. The FMCG sector also received a boost by government led
3
initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the
country that witnessed firms moving away from outsourcing to manufacturing by investing in
the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike some
industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass
layoffs every time the economy starts to dip. A person may put off buying a car but he will
not put off having his dinner.
Unlike other economy sectors, FMCG share float in a steady manner irrespective of global
market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs.
The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in the Indian
Economy and is worth Rs.93000 cr. The main contributor, making up 32% of the sector, is the
South Indian region. It is predicted that in the year 2010, the FMCG sector will be worth
Rs.143000 cr. The sector being one of the biggest sectors of the Indian Economy provides up
to 4 million jobs. (Source: HCCBPL, Monthly Circular).
4
A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an industry, in which
the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.
BEVERAGES
NON-
ALCOHOLIC
ALCOHOLIC
NON-
CARBONATED
CARBONATED
COLA NON-COLA NON-COLA
Fig 2.0 BEVERAGES IN INDIA
The beverage industry is vast and there various ways of segmenting it, so as to cater the
right product to the right person. The different ways of segmenting it are as follows:
 Alcoholic, non-alcoholic and sports beverages.

 Natural and Synthetic beverages.
 In-home consumption and out of home on premises consumption.
 Age wise segmentation i.e. beverages for kids, for adults and for senior citizens.
 Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption.
If the behavioural patterns of consumers in India are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to
make the industry more affordable.
5
Four strong strategic elements to increase consumption of the products of the beverage
industry in India are:
 The quality and the consistency of beverages needs to be enhanced so that consumers
are satisfied and they enjoy consuming beverages.
 The credibility and trust needs to be built so that there is a very strong and safe feeling
that the consumers have while consuming the beverages.
 Consumer education is a must to bring out benefits of beverage consumption
whether in terms of health, taste, relaxation, stimulation, refreshment, well-being or
prestige relevant to the category.
 Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume.
 The beverage market has still to achieve greater penetration and also a wider spread
of distribution. It is important to look at the entire beverage market, as a big
opportunity, for brand and sales growth in turn to add up to the overall growth of the
food and beverage industry in the economy.
6
COMPANY PROFILE
MISSION:
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.
VISION:
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.
WINNING CULTURE:
Our Winning Culture defines the attitudes and behaviours that will be required of us to make
7
our 2020 Vision a reality.
LIVE OUR VALUES :

Our values serve as a compass for our actions and describe how we behave in the world.
 Leadership: The courage to shape a better future.
 Collaboration: Leverage collective genius.
 Integrity: Be real.
 Accountability: If it is to be, it's up to me.
 Passion: Committed in heart and mind.
 Diversity: As inclusive as our brands.
 Quality: What we do, we do well.
FOCUS ON THE MARKET:
 Focus on needs of our consumers, customers and franchise partners.
 Get out into the market and listen, observe and learn.
 Possess a world view.
 Focus on execution in the marketplace every day.
 Be insatiably curious.
WORK SMART:
 Act with urgency.
 Remain responsive to change.
 Have the courage to change course when needed.
 Remain constructively discontent.
 Work efficiently.
8
SWOT ANALYSIS OF COCA-COLA
STRENGTHES WEAKNESS
Negative Publicity.
World's leading brand.
Decline in cash from
Large scale of operations.
Operating Activities.
Robust revenue growth in 3
Sluggish Performance in
segments.
North America.
SWOT
ANALYSIS THREATS
OPPORTUNITIES
Acquisitions. Intense Competition.
Growing bottled water Dependence on bottling
market. Patners.
Growing Hispanic Population Sluggish growth of
in U.S. Carbonated beverages.
Fig 2.1 SWOT ANALYSIS OF COCA-COLA
STRENGTHES:
 WORLD’S LEADING BRAND
Coca-Cola has strong brand recognition across the globe. The company has a leading brand
value and a strong brand portfolio. Business-Week and Inter-brand, a branding consultancy,
recognize. Coca-Cola as one of the leading brands in their top 100 global brands ranking in
2006.The Business Week-Inter-brand valued Coca-Cola at $67,000 million in 2006. Coca-
Cola ranks well ahead of its close competitor Pepsi which has a ranking of 22 having a brand
value of $12,690 million Furthermore; Coca-Cola owns a large portfolio of product brands.
The company owns four of the top five soft drink brands in the world: Coca-Cola, Diet Coke,
Sprite and Fanta.
Strong brands allow the company to introduce brand extensions such as Vanilla Coke, Cherry
Coke and Coke with Lemon. Over the years, the company has made large investments in
brand promotions. Consequently, Coca-cola is one of the best recognized global brands. The
9
company’s strong brand value facilitates customer recall and allows Coca-Cola to penetrate
new markets and consolidate existing ones.
 LARGE SCALE OF OPERATIONS
With revenues in excess of $24 billion Coca-Cola has a large scale of operation. Coca-Cola is
the largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and
syrups in the world. Coco-Cola is selling trademarked beverage products since the year 1886
in the US. The company currently sells its products in more than 200 countries. Of the
approximately 52 billion beverage servings of all types consumed worldwide every day,
beverages bearing trademarks owned by or licensed to Coca-Cola account for more than 1.4
billion.
The company’s operations are supported by a strong infrastructure across the world. Coca-
Cola owns and operates 32 principal beverage concentrates and/or syrup manufacturing plants
located throughout the world.
In addition, it owns or has interest in 37 operations with 95 principal beverage bottling and
canning plants located outside the US. The company also owns bottled water production and
still beverage facilities as well as a facility that manufactures juice concentrates. The
company’s large scale of operation allows it to feed upcoming markets with relative ease and
enhances its revenue generation capacity.
 ROBUST REVENUE GROWTH IN 3 SEGMENTS
Coca-Cola’s revenues recorded a double digit growth, in three operating segments. These
three segments are Latin America, ‘East, South Asia, and Pacific Rim’ and Bottling
investments. Revenues from Latin America grew by 20.4% during fiscal 2006, over 2005.
During the same period, revenues from ‘East, South Asia, and Pacific Rim’ grew by 10.6%
while revenues from the bottling investments segment by 19.9%.
Together, the three segments of “Latin America”, “East, South Asia” and “Pacific Rim”
bottling investments, accounted for 34.8% of total revenues during fiscal 2006. Robust
revenues growth rates in these segments contributed to top-line growth for Coca-Cola during
2006.
10
WEAKNESS:
 NEGATIVE PUBLICITY
The Coca-Cola Company has been involved in a number of controversies and lawsuits related
to its relationship with human rights violations and other perceived unethical practices. There
have been continuing criticisms regarding the Coca-Cola Company's relation to the Middle
East and U.S. foreign policy. The company received negative publicity in India during
September 2006.The company was accused by the Centre for Science and Environment (CSE)
of selling products containing pesticide residues. Coca-Cola products sold in and around the
Indian national capital region contained a hazardous pesticide residue.
On 10 December 2008, the US Food and Drug Administration (FDA) wrote to Mr. Muhtar
Kent, President and Chief Executive Officer, to warn him that the FDA had concluded that
Coca-Cola's product Diet Coke Plus 20 FL OZ was is in violation of the Federal Food, Drug,
and Cosmetic Act.
In January 2009, the US consumer group the Centre for Science in the Public Interest filed a
class-action lawsuit against Coca-Cola. The lawsuit was in regards to claims made, along with
the company's flavours, of Vitamin Water. Claims say that the 33 grams of sugar are more
harmful than the vitamins and other additives are helpful.
 SLUGGISH PERFORMANCE IN NORTH AMERICA
Coca-Cola’s performance in North America was far from robust. North America is Coca-
Cola’s core market generating about 30% of total revenues during fiscal 2006. Therefore, a
strong performance in North America is important for the company.
In North America the sale of unit cases did not record any growth. Unit case retail volume in
North America decreased 1% primarily due to weak sparkling beverage trends in the second
half of 2006 and decline in the warehouse-delivered water and juice businesses. Moreover, the
company also expects performance in North America to be weak during 2007. Sluggish
performance in North America could impact the company’s future growth prospects and
prevent Coca-Cola from recording a more robust top-line growth.
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 DECLINE IN CASH FROM OPERATING ACTIVITIES
The company’s cash flow from operating activities declined during fiscal 2006. Cash flows
from operating activities decreased 7% in 2006 compared to 2005. Net cash provided by
operating activities reached $5,957 million in 2006, from $6,423 million in 2005. Coca-Cola’s
cash flows from operating activities in 2006 also decreased compared with 2005 as a result of
a contribution of approximately $216 million to a tax-qualified trust to fund retiree medical
benefits.
The decrease was also the result of certain marketing accruals recorded in 2005.Decline in
cash from operating activities reduces availability of funds for the company’s investing and
financing activities, which, in turn, increases the company’s exposure to debt markets and
fluctuating interest rates.
OPPORTUNITIES:
 ACQUISITIONS
During 2006, its acquisitions included Kerry Beverages, (KBL), which was subsequently,
reappointed Coca-Cola China Industries (CCCIL). Coca-Cola acquired a controlling
shareholding in KBL, its bottling joint venture with the Kerry Group, in Hong Kong.
The acquisition extended Coca-Cola’s control over manufacturing and distribution joint
ventures in nine Chinese provinces.
In Germany the company acquired Apollinaris which sells sparkling and still mineral water.
Coca-Cola has also acquired a 100% interest in TJC Holdings, a bottling company in South
Africa. Coca-Cola also made acquisitions in Australia and New Zealand during 2006. These
acquisitions strengthened Coca-Cola’s international operations.
These also give Coca- Cola an opportunity for growth, through new product launch or greater
penetration of existing markets. Stronger international operations increase the company’s
capacity to penetrate international markets and also gives it an opportunity to diversity its
revenue stream. On 25 February 2010, Coco cola confirms to acquire the Coca cola
enterprises (CCE) one the biggest bottler in North America. This strategy of coca cola
strengthens its operations internationally.
12
 GROWING BOTTLED WATER MARKET
Bottled water is one of the fastest-growing segments in the world’s food and beverage market
owing to increasing health concerns. The market for bottled water in the US generated
revenues of about $15.6 billion in 2006.
Market consumption volumes were estimated to be 30 billion litres in 2006. The market's
consumption volume is expected to rise to 38.6 billion units by the end of 2010. This
represents a CAGR of 6.9% during 2005-2010.
In terms of value, the bottled water market is forecast to reach $19.3 billion by the end of
2010. In the bottled water market, the revenue of flavoured water (water-based, slightly
sweetened refreshment drink) segment is growing by about $10 billion annually. The
company’s Dasani brand water is the third best-selling bottled water in the US. Coca-Cola
could leverage its strong position in the bottled water segment to take advantage of growing
demand for flavoured water.
 GROWING HISPANIC POPULATION IN U.S
Hispanics are growing rapidly both in number and economic power. As a result, they have
become more important to marketers than ever before. In 2006, about 11.6 million US
households were estimated to be Hispanic. This translates into a Hispanic population of about
42 million.
The US Census estimates that by 2020, the Hispanic population will reach 60 million or
almost 18% of the total US population. The economic influence of Hispanics is growing even
faster than their population. Nielsen Media Research estimates that the buying power of
Hispanics will exceed $1 trillion by 2008- a 55% increase over 2003 levels.
Coca-Cola has extensive operations and an extensive product portfolio in the US. The
company can benefit from an expanding Hispanic population in the US, which would
translate into higher consumption of Coca-Cola products and higher revenues for the
company.
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THREATS:
 INTENSE COMPETITION
Coca-Cola competes in the non-alcoholic beverages segment of the commercial beverages

industry. The company faces intense competition in various markets from regional as well as
global players. Also, the company faces competition from various non-alcoholic sparkling
beverages including juices and nectars and fruit drinks. In many of the countries in which
Coca-Cola operates, including the US, PepsiCo is one of the company’s primary competitors.
Other significant competitors include Nestle, Cadbury Schweppes, Groupe DANONE and
Kraft Foods.
Competitive factors impacting the company’s business include pricing, advertising, sales
promotion programs, product innovation, and brand and trademark development and
protection. Intense competition could impact Coca-Cola’s market share and revenue growth
rates.
 DEPENDENCE ON BOTTLING PARTNERS
Coca-Cola generates most of its revenues by selling concentrates and syrups to bottlers in
whom it doesn’t have any ownership interest or in which it has no controlling ownership
interest. In 2006, approximately 83% of its worldwide unit case volumes were produced and
distributed by bottling partners in which the company did not have any controlling interests.
As independent companies, its bottling partners, some of whom are publicly traded
companies, make their own business decisions that may not always be in line with the
company’s interests. In addition, many of its bottling partners have the right to manufacture or
distribute their own products or certain products of other beverage companies.
If Coca-Cola is unable to provide an appropriate mix of incentives to its bottling partners,

then the partners may take actions that, while maximizing their own short-term profits, may
be detrimental to Coca-Cola. These bottlers may devote more resources to business
opportunities or products other than those beneficial for Coca-Cola. Such actions could, in the
long run, have an adverse effect on Coca-Cola’s profitability.
In addition, loss of one or more of its major customers by any one of its major bottling
partners could indirectly affect Coca-Cola’s business results. Such dependence on third
parties is a weak link in Coca-Cola’s operations and increases the company’s business risks.
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 SLIGGISH GROWTH OF CARBONATED BEVERAGES
US consumers have started to look for greater variety in their drinks and are becoming
increasingly health conscious. This has led to a decrease in the consumption of carbonated
and other sweetened beverages in the US. The US carbonated soft drinks market generated
total revenues of $63.9 billion in 2005, this representing a compound annual growth rate
(CAGR) of only 0.2% for the five-year period spanning 2001-2005. The performance of the
market is forecast to decelerate, with an anticipated compound annual rate of change (CAGR)
of -0.3% for the five-year period 2005-2010 expected to drive the market to a value of $62.9
billion by the end of 2010.
Moreover in the recent years, beverage companies such as Coca-Cola have been criticized for
selling carbonated beverages with high amounts of sugar and unacceptable levels of
dangerous chemical content, and have been implicated for facilitating poor diet and increasing
childhood obesity. Moreover, the US is the company’s core market. Coca-Cola already
expects its performance in the region to be sluggish during 2007. Coca-Cola’s revenues could
be adversely affected by a slowdown in the US carbonated beverage market.
15
PRODUCTS OF COCA-COLA INDIA
COCA-COLA:-
In India Coca-Cola was leading soft drink till 1977 when Government policies necessitated its
departure. Coca-Cola made its return to the country in 1993 and made significant investments
to ensure that the beverage is available to more and more people, even in remote and
inaccessible parts of the nation.
Over the past fourteen years has enthralled consumers in India by connecting with passions of
India – Cricket, movies, music & food. Coca-Cola’s advertising campaigns “Jo Chaho Ho
Jaye” & “Life Ho Toh Aise” were very popular & had entered youths vocabulary. In
2002.Coca-Cola launched its iconic campaign “Thanda Matlab Coca-Cola” which sky
rocketed the brand to make it India’s favourite soft drink brand.
GLASS PET CAN FOUNTAIN
200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

500ml, 1000ml 2.25L, 500ml, 100ml
Table - 1.0
LIMCA:-
Limca was introduced in 1971 in India. Limca has remained unchallenged as the No.1
sparkling drink in the cloudy lemon segment. The success formula is the sharp fizz and
lemoni bite combined with the single minded proposition of the brand as the provider of
“Freshness”.
Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from “Nimbu” +
“Jaise” hence Lime Sa, Limca has lived up to its promises of refreshment and has been the
original thirst choice of millions of customers for over 3 decades.

500ml, 1000ml 2.25L, 500ml, 100ml
16
THUMS UP:-
Thums up is a leading sparkling soft drink and most trusted brand in India. Originally
introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993. Thums up
is known for its strong, fizzy taste and it confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys.

500ml, 1000ml 2.25L, 500ml, 100ml
Table - 1.2
SPRITE:-
Sprite a global leader in the lemon lime category is the second largest sparkling beverage
brand in India. Launched in 1999, Sprite with its cut-thru perspective has managed to be a
true teen icon.
RGB PET CAN FOUNTAIN
200ml, 300ml 500ml, 600ml, 330 ml VARIOUS SIZES

1250ml, 1500ml,
2000ml, 2250ml
Table – 1.3
FANTA:-
Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong
market place and is identifies as “The Fun Catalyst”. Perceived as a fun youth brand, Fanta
stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings
but also helps free spirit thus encouraging one to indulge in the moment. This positive
imagery is associated with happy, cheerful and special times with friends.
17
200ml, 300ml 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

2.25L, 500ml, 100ml
Table – 1.4
MINUTE MAID PULPY ORANGE:-
The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. The company developed a process that
eliminated 80% of the water in the orange juice, forming a frozen concentrate that when
reconstitute created orange juice. They branded it Minute Maid a name connoting the
convenience and the ease of preparation. Minute Maid thus moved from a powdered
concentrate to the first ever orange juice from concentrate.
The launch of Minute Maid in India (started with the south of the country) is aimed to further
extend the leadership of Coca-Cola in India in the juice drink category.
Available in 3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres.
MAAZA:-
Maaza was introduced in late 1970’s. Maaza has today come to symbolise the very spirit of
mangoes. Universally loved for its taste, colour, thickness and wholesome properties, Maaza
is the mango lover’s first choice.
RGB PET POCKET MAAZA
200ml, 250ml 250ml, 600ml, 1.2L 200ml
Table – 1.5
18
KINLEY:-
The importance of water can never be understated, Particularly in a nation such as India
where water governs the lives of the millions, be it as a part of everyday ritual or as the
monsoon which gives life to the sub continent. Kinley water comes with the assurance of
safety from the Coca-Cola Company.
Available in PET 500ml and 1000ml.
GEORGIA GOLD COFFEE:-
Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and coffee
beverages is the perfect solution for office and restaurant needs. Today Georgia coffee is
available at Quick-Service Restaurants, Airports, Cinemas and in Corporates across all major
metros in India.
HOT BEVERAGES Espresso, Americano, Cappuccino, Caffe Latte, Mochaccino,

Hot Chocolate, Cardamon Tea.
COLD BEVERAGES Ice Teas, Cold Coffee.
19
MARKETING MIX OF COCA-COLA INDIA
 PRODUCT:-
Coca-Cola India has a wide range of products in its product line i.e. Coca-Cola, Fanta, Sprite,
Thums Up, Maaza, Minute Maid and Georgia Gold. Bottled water was another area where
Coca-Cola identified major opportunities. In 2002, Packaged drinking water in India was a Rs
1,000 cr industry and growing by 40% every year. PDW was a low margin – high volume
business, but it was an attractive proposition for bottlers as it increased plant utilization rates.
In this market Coke’s Kinley was pitched against Ramesh Chauhan’s Bisleri and Pepsi’s
Aquafina. The product not only faced intense competition but also was difficult to
differentiate. Coke positioned Kinley as natural water with the tag line “Bhoond Bhoond
Mein Vishwas” (Trust in each drop of water).
In early 1999, the parent company acquired Cadbury Schweppes. As a result 12 more bottlers
were brought into CCI’s fold. This acquisition added Crush, Canada Dry and Sport Cola to
CCI’s product line. This meant CCI had three orange, clear lime and cola drinks each in its
portfolio.
 PRICE:-
Coke learnt with experience that price was a strategic weapon in an emerging market like
India. An increase in value added tax in 1996 had taken the price of the 300ml bottle beyond
the reach of many Indian customers. In 2000, CCI conducted a yearlong experiment in coastal
Andhra Pradesh by introducing a 200ml bottle at Rs 7. The volumes went up by 30%
demonstrating the importance of consumer affordability. So the 200ml pack priced at Rs 5
was rolled out countrywide in January 2003. The advertising Campaign highlighted the
affordability and Indian image.
To make it affordable, Coke introduced Kinley in 200ml pouches for Re. 1 in selected places
in Ahmadabad and 200ml water cups in Maharashtra, priced at Rs 3 per cup in testing
marketing exercise conducted in mid – 2002. In 2002 Kinley with 35% market share had
become the leader in the retail PDW segment and was contributing 20% of CCI’s revenues.
20
 PLACE:-
Coke pushed down responsibilities from corporate headquarters to the local business units.
The aim was to effectively align CCI's corporate resources, support systems and culture to
leverage the local capabilities. CCI's operations had been divided into North, Central and
Southern regions. Each region had a president at the top, with divisions comprising
marketing, finance, human resources and bottling operations. The heads of the divisions
reported to the CEO. Bottling operations were divided into four companies directed by the
bottling head from headquarters. Under the new plan, CCI shifted to a six region profit center
set up where product customization and packaging, marketing and brand building were taken
up locally. A Regional General Manager (RGM) headed each region with the regional
functional heads reporting to him. All the RGMs reported to VP (Operations, who in turn
reported to CEO. The four bottling operations, with 37 bottling plants, were merged into
Hindustan Coca-Cola Beverages (HCCB). Each of the six regions had on an average six
bottling plants. Each plant was headed by an Area General Manager (AGM) and held profit
center responsibility for a business territory. He reported to the RGM as well as the head of
bottling at the head quarters.
 PROMOTION:-
In the initial years, CCI focused on establishing the Coca-Cola brand quickly. The marketing
campaign positioned Coca-Cola as an international brand and did not emphasize local
association. Coke, as a deliberate strategy, decided not to spend heavily on promoting Thums
Up. Indeed the marketing spend on Thums Up between 1993 and 1996 was almost negligible.
The overall marketing effort was also not focused as CCI changed the head of marketing three
times during the period. Thumps Up remained neglected. Inadequate marketing support for
other Parle brands also led to their declining market shares.
The bottlers taken over by Coke also had problems adjusting to a new work culture. They
argued that CCI's lack of interest in promoting Thumps Up was resulting in falling sales and
asked CCI to take corrective action.
21
SUPPLY CHAIN MANAGEMENT OF COCA COLA
The Coca-Cola Company is selected for this project because it has one of the largest supply
chain systems in the world. The Coca-Cola Company is a beverage retailer, manufacturer and
marketer of non-alcoholic beverage concentrates and syrups. Coca-Cola currently offers more
than 500 brands in over 200 countries or territories and serves 1.6 billion servings each
day. The company is best known for its flagship product Coca-Cola. The Coca-Cola
Company headquartered in Atlanta, Georgia is the world's largest beverage company. Along
with Coca-Cola, recognized as the world's most valuable brand, the Company markets four of
the world's top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite, and
a wide range of other beverages, including diet and light beverages, waters, juices and juice
drinks, teas, coffees, energy and sports drinks. Coca-Cola is the best-selling soft drink in most
countries. The Middle East is one of the only regions in the world where Coca-Cola is not the
number one soda drink.
SUPPLY CHAIN GRAPHIC
The generic supply chain graphic of the beverage industry is generally the same as any other
industry with manufacturers, distributors, retailers and end consumers playing their respective
roles. We will further delve into Coca-Cola's customized and somewhat complex supply chain
model in the proceeding diagrams.
SUPPLY CHAIN MANAGEMENT
Due to the vast nature of the company's operations and its several product lines spread
throughout the world, we shall restrict the scope of this project towards the most important
brand produced by the company, its flagship brand Coca-Cola. This section will entail a brief
overview of the company's supply chain.
The Coca-Cola Company follows a unique supply chain management system where the
company only produces syrup concentrate which is then sold to various bottlers throughout
the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in
North America by the name of Coca-Cola Refreshments. Other Coca-Cola bottlers, who hold
territorially exclusive contracts with the company, produce the finished product in cans and
bottles from the concentrate in combination with filtered water and sweeteners. The bottlers
then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending
machines, restaurants and food service distributors.
The Supply Chain of the company is divided into different levels. This report will mainly be
focusing on the downstream activities of the product which entails partnerships with different
bottlers, distributors and channels used to reach different retailers.
Upstream Activities
Upstream activities are limited to the manufacturing of the concentrate only. The actual
formula Coca-Cola uses to manufacture the syrup is a very tightly held trade secret so there is
little information regarding the exact ingredients and thus little information on the costs of
their supplies. The original copy of the formula is held in SunTrust Bank's main vault in
Atlanta. The company's 2009 income statement revealed that the cost of goods sold was in
excess of $10M [2] and the operating margin was around 25%. Sugar (sucrose or high-
fructose corn syrup depending on country of origin) may be the largest known ingredient used
in the manufacturing of the syrup and the company uses several systems to track the daily
variation in the global price of this ingredient. Some of the systems that the company uses will
be discussed later in the report. In addition to sugar, some of the other ingredients used in the
manufacturing of the syrup are Carbonated water, sucrose, high-fructose corn syrup, caffeine,
22
phosphoric acid v. Caramel (E150d) and Natural flavorings. [3] Coca-Cola has different
supplier partnerships to procure these ingredients and these partnerships are out of the scope
of this project.
Downstream Activities
The downstream activities of The Coca-Cola Company focuses on the franchised distribution
system where The Coca-Cola Company only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory. Apart from owning its
anchor bottler in North America (Coca-Cola Refreshments), it has minority shares in some of
its largest franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic
Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce
almost half of the volume sold in the world. Independent bottlers are allowed to sweeten the
drink according to local tastes. The Coca-Cola Company develops products, produces related
marketing and advertising programs, and sells syrup concentrate to independent bottlers.
Due to the commoditized nature of its products, Coca-Cola Company follows an intensive
distributing system whereby it partners up with local bottlers operating in different countries
and territories. Most of these bottlers have exclusive rights to distribution to their predefined
geographic areas. The Coca-Cola Company sets up the basic guidelines to do business in
terms of operational procedures, customer relationship management and query management
and these bottlers have some degree of freedom to develop other SOPs relating to delivery,
fleet management and developing credit lines.
To simplify the entire Supply Chain Management of the Coca-Cola Company, let's review a
small channel flow process which will help us in developing a better understanding of how
Coca-Cola Company's supply chain works.
The Coca-Cola Company headquartered in Atlanta manufactures the syrup and sells it to one
of its bottling partners like Coca-Cola Enterprises (CCE) which is responsible for selling the
product in North America and Canada. Coca-Cola Enterprises combines the product
concentrate with other ingredients to manufacture and package the beverage and then markets
its products to retail customers and consumers.
The Coca-Cola Export Corporation (TCCEC) is the entity responsible for selling the
concentrate to other bottlers around the globe. TCCEC along with its regional offices located
throughout the globe establishes partnerships with local bottlers who manufacture the
beverage using the syrup provided by Coca-Cola Company and then distribute it to their
respective markets.
One notable exception to this general relationship between TCCC and bottlers is fountain
syrups in the United States, where TCCC bypasses bottlers and is responsible for the
manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some
fountain retailers.
Operations
In this section, we will describe the bottling operations used by different bottlers in
manufacturing and then distributing the Coca-Cola brand in their respective markets. The
Coca-Cola Company establishes the basic guidelines of operations for all of its bottling
partners and suppliers so most of the operations are standardized and there is a certain degree
of centralization to most of their strategic decisions.
Each bottling partner services the assigned geographical area through a head office which
controls most of the operations and it serves as the hub for different entities in the supply
chain. The bottler's head office is working in close collaboration with a regional office which
is under the direct supervision of The Coca-Cola Export Corporation. The bottler's head office
23
links the production plant with different distribution and sales centers and multiple trade
zones together to form a complete supply chain.
After receiving the concentrate from The Coca-Cola Company (Atlanta) through one of the
regional offices under the supervision of The Coca-Cola Export Corporation, the bottler ships
it to one of its manufacturing facilities. The facility produces the final drink by mixing the
syrup with filtered water and sweeteners, and then carbonating it before putting it in cans and
bottles, which the bottlers then sell and distribute to retail stores, vending machines,
restaurants and food service distributors. The bottling production plant has its own supply
chain which mainly consists of two types of items.
General Items
Key Ticket Items
Sugar
Empty bottles (Procured on contractual basis from different vendors)
Crowns
Caps
Crates.
The production information including forecasting measures, the capacity management,
multiple vendor management and other sales figures are kept at the production plant as well as
the head office.
Enterprise Resource Management Software used by the Coca-Cola Company
Coca-Cola Company uses proprietary software known as BASES and some specific modules
of SAP to manage all their operations in the world. This software performs the functions of
the entire ERP for the company and its worldwide operations. Information related to
geographical sales, per capita consumption trends, response from new product introduction,
sales forecasting, seasonal variations, customer relationship management data, fleet
management data and all other related information is managed using this software. All entities
affiliated with or doing business with the Coca-Cola Company use this software to
communicate with the company. All query management and customer problems are handled
using this software.
A process depiction of the sales module of this software is described as under as an example
to further facilitate the understanding of the sales process at Coca-Cola's bottling partners.
Distribution:
From the production plant, the beverages (in the form of cans or bottles) are shipped to
distribution and sales centers using the bottlers' own fleet of commercial vehicles.
The distribution centers are responsible for storing and managing the inventory comprising of
different SKU and dispatching them off to the market to different retailers. The distribution
and sales centers have multiple predefined zones and sub divisions of areas to capture all the
retailers and contact points in the market. Generally this distribution and sales centers have
the following departments.
Sales and Dispatch.
Customer Service and Query Management.
Logistics Dept. or Fleet Management.
Storage or Warehousing.
24
IT Dept.
Each distribution center is responsible for the implementing the "push strategy" in the supply
chain. Each zone in the distribution channel has a zone head who is responsible for the
performance of his zone and to increase the per capita consumption of his zone. Each zone is
further divided into different routes and each route has different territories assigned to each
vehicle. In addition to the Coca-Cola beverage, the bottlers also provide other complementary
merchandise as an incentive to key accounts like free chillers and coolers for beverages, pop
materials and relaxed credit lines. The bottlers execute several competitive strategies to
maximize sales like inter-zone competitions and give generous incentives to top performers.
The sales data from each zone is calculated on a regular basis and it helps to form sales
reports which in turn help develop short term quarterly sales strategies and forecasts by the
regional office and also helps The Coca-Cola Export Company identify market gaps for new
product development and other business development strategies.
The distribution and sales centers are in close contact with the retailers through the zone
managers who give them constant feedback about the changing market trends and to help
them become more responsive to the needs of the end consumers and their purchase patters.
The retailers can place orders with their respective zone managers or they can call the
distribution and sales centers if they require addition stock. A procedural illustration of the
payment process from the retailers is shown below as it appears in the BASES software of the
Coca-Cola Bottlers.
Demand forecasting is important for Coca-Cola. Therefore, the company uses quarterly sales
data to forecast future fluctuations in demands and identify future variations. Since the Coca-
Cola beverage is a highly commoditized product there are no such end consumer segments.
However, there are different retailer segments within the supply chain based on their level of
operations and consumption figures. The retailers (like Wal-mart, Kroger and other
restaurants chains) have been assigned specific Marketing Development professionals or
ASMs to avoid any inconvenience and minimize lead times.
Channel Flows
Following are the channel flows that occur throughout the supply chain from the
manufacturing plants to the distributors to retailer and thus the final consumers.
Manufacturer
Distributor
Retailer
Consumer
25
Chapter No-3: Methodology
CHAPTER-3:
METHODOLOGY
3.1: SAMPLING STRATEGY:
DEFINE THE TARGET POPULATION

People who consume soft drinks in Mumbai.
26
SAMPLING METHOD
Probability sampling
SAMPLING PROCEDURE
Random sampling
SAMPLE SIZE
100
DETAILS OF SAMPLE
Gender: Male & Female.
SAMPLE SIZE
Sample size = n = ( Zs / E ) 2
E = Tolerance limit = 5%
S = Standard deviation = 0.53
Z = Accuracy level = 95%
N = Number of elements = Sample size
n = (Zs / E) 2
n= [ ( 0.95 * 0.53 ) / 0.05 ) ] 2
n=100
Sample size = 100
DETAILS OF SAMPLING
Number of Male & Female user = 100
3.2: RESEARCH DESIGN

The research design will be combination of exploratory & descriptive research.
3.3: DATA COLLECTION:
27
Sources of Data:
The data has been collected from both primary as well as secondary source.
Secondary Data
It is defined as the data collected earlier for a purpose other than one currently being
pursued.
As a research I have scanned lot of source to get an access to secondary data which
have formed a reference base to compare the research findings. Secondary data in this study
has provided an insight and forms an outline for the objective established.
The various source of secondary data used for this study are:
Internet
Blogs
Journals
Books
People included in sampling belong to the age group of 20 to 50 years & above.
Primary Data:
The primary data has been collected simultaneously along with secondary data for
meeting the established objectives to provide the solution for the problem identified in this
study
The methods that have been used to collect the primary data are:
Method: Survey
Instrument: Questionnaire.
Contact Method: Face to faces & online survey.
28
Chapter No-4: Data Analysis
CHAPTER-4:
DATA ANALYSIS:
29
Q.1 Do you consume soft drinks?

Table no. 1: Consumption of soft drinks.
Answer Count
1. Yes 100
2. No 0
Total 100
Source: Data collection from respondent’s to Q.1

Graph No: 1
Source: Data taken from Table 1
Interpretation: out of 100 respondents. All the respondents consume soft drinks.
30
Q.2 From where do you purchase soft drink?
Table no. 2: From where do you purchase soft drink
Answer Count
1. Supermarkets 31
2. Retails 54
3. Pubs and Restaurant 5
4. multiplexes 10
total 100

Graph No: 2
Interpretation: out of 100 respondents, 31 respondents purchase soft drinks from

supermarkets, 54 respondents purchase soft drinks from retails. 5 respondents purchase soft
drinks from pubs and restaurants, 10 respondents purchase soft drinks from multiplexes.
31
Q.3 Which of the following soft drink you prefer?

Table no. 3: soft drinks you prefer.
Answer Count
1. Pepsi
18
2. Coca-Cola 16
3. Thumps-up 37
4. Maza 8
5. Mirinda 4
6. Sprite 12
7 Others 5
Total 100

Graph No: 3
Series1
0 0.2 0.4 0.6 0.8 1 1.2
Interpretation: out of 100 respondents, 47 respondents prefer thumps-up. thumps-up is most

preferred soft drink than others.
32
Q.4 how often do you consume soft drinks?

Table no. 4: consumption of soft drinks.
Answer Count
1. Daily 11
2. Weekly 17
3. 2 times in a week 57
Monthly 2
2 times in a month 13
Total 100

Graph No: 4
1.2
0.8
Series1
0.6
Series2
0.4
0.2
0
1 2 3 4 5 6
Interpretation: out of 100 respondents, 57 respondents are consume soft drinks two times in
a week.
33
Q. 5 on what occasion do you consume soft drinks?

Table no. 5: occasions
Answer Count
1. Festivals 2
2. Cinemas 6
3. Parties 8
4. Picnic 5
5. Just like that 79
Total 100

Graph No: 5
Interpretation: out of 100 respondents, 79 respondents consume soft drink just like that, no
specific occasion.
34
Q.6 have you consume coca cola products?

Table no. 6: consumption of coca cola products
Answer Count
1. Yes 98
2. no 2
100

Graph No: 6
yes
no
Interpretation: out of 100 respondents, 98 respondents consume coca-cola products and 2

respondents does not consume coca cola products.
35
Q.7 what is your opinion about coca cola products?

Table no. 7: opinion about coca cola products
Answer Count
1. Excellent 19
2. Good 62
3. Satisfactory 8
4. Below satisfactory 9
5. Bad 2
total 100

Graph No: 7
70
60
50
40
30
20 Series1
10
0
Interpretation: from the above survey, most of the respondents has good opinion about coca
cola products.
36
Q.8 what quantity do you prefer?
Table no. 8: quantity

Answer Count
1. 200ml-250ml glass bottle 21
2. 300ml can 10
3. 500ml bottle 49
4. 1ltr 9
5. 2ltr 11
Total 100

Graph No: 8
2ltr
1ltr
500ml bottle Series1
300ml can
200ml-250ml glass bottle
0 10 20 30 40 50
Interpretation: from the above survey, most of the people consume 500ml bottle of coca cola
products.
37
Q.9 which brand would you prefer?
Table no. 9: brand

Answer Count
1. Coca-Cola products 81
2. Pepsi products 19
Total 200

Graph No: 9
coca cola products

pepsi products
Interpretation: from the above survey, most of people prefer coca cola products.
38
Q. 10 why do you prefer coca cola product?

Table no. 10:
Answer Count
1. Quality 26
2. Pricing 4
3. Availability 26
4. Taste 44
total 100

Graph No: 10
Taste
Availability
Series1
Pricing
Quality
0 10 20 30 40 50
Interpretation: from the above survey taste is most preferred factor of the coca cola product.
39
Chapter No-5: Discussion
CHAPTER-5:
DISCUSSION:
40
1. Out of 100 respondents. All the respondents consume soft drinks.
2. Out of 100 respondents, 31 respondents purchase soft drinks from supermarkets, 54

respondents purchase soft drinks from retails. 5 respondents purchase soft drinks from
pubs and restaurants, 10 respondents purchase soft drinks from multiplexes.
3. Out of 100 respondents, 47 respondents prefer thumps-up. thumps-up is most

4. Out of 100 respondents, 57 respondents are consume soft drinks two times in a week
5. Out of 100 respondents, 79 respondents consume soft drink just like that, no specific
occasion.
6. Out of 100 respondents, 98 respondents consume coca-cola products and 2

respondents does not consume coca cola products.
7. From the above survey, most of the respondents has good opinion about coca cola products.
8. From the above survey, most of the people consume 500ml bottle of coca cola products.
9. From the above survey, most of people prefer coca cola products.
10. From the above survey taste is most preferred factor of the coca cola product.
41
HYPOTHESIS
TESTING:
42
Set 1:
H0: Thumps-up is not the most preferred soft drink.

H1: Thumps-up is the most preferred soft drink.
Table no. 3: soft drinks you prefer.
Answer Count
1. Pepsi
18
2. Coca-Cola 16
3. Thumps-up 37
4. Maza 8
5. Mirinda 4
6. Sprite 12
7 Others 5
Total 100

Graph No: 3
Series1
0 0.5 1 1.5
Interpretation: out of 100 respondents, 47 respondents prefer thumps-up. thumps-up is most

HENCE HYPOTHESIS H1 IS ACCEPTED AND H0 IS REJECTED.
43
Set 2:
H0: Maximum no of consumers not prefer Coca-Cola products.

H1: Maximum no of consumers preferred Coca-cola products.
Table no. 9: brand

Answer Count
1. Coca-Cola products 81
2. Pepsi products 19
Total 200

Graph No: 9
coca cola products

pepsi products
Interpretation: from the above survey, most of people prefer coca cola products.
44
Set 3:
H0: Taste of the coca cola product is not the most preferred reason for their sales.
H1: Taste of the coca cola product is the most preferred reason for their sales.

Table no. 10:
Answer Count
1. Quality 26
2. Pricing 4
3. Availability 26
4. Taste 44
total 100

Graph No: 10
Taste
Availability
Series1
Pricing
Quality
0 10 20 30 40 50
Interpretation: from the above survey taste is most preferred factor of the coca cola product.
45
Chapter No-6: Conclusion
CONCLUSION:
As per the research, coca-cola is the leading company in beverage industry.most of the people
prefer coca-cola products. thumps is a leading product of brand coca-cola. Out of all the soft
drinks thumps-up is the most preferred soft drink. Taste of the coca cola product is the most
preferred reason for their sales.it is very strong brand.
46
Chapter No-7: References
REFERENCES:
47
Chapter No-8: Appendices
APPENDICES:
8.1: QUESTIONNAIRE:
Q.1 do you consume soft drinks?

 Yes
 No
Q.2 From where do you purchase soft drink?

 Supermarkets
 Retails
 Pubs and Restaurant
 Multiplexes

 Pepsi
 Coca-Cola
 Thums Up
 Maza
 Mirinda
 Sprite
 Others
Q.4 how often do you consume soft drinks?

 Daily
 Weekly
 2 times in a week
 Monthly
 2 times in a moth
Q. 5 on what occasion do you consume soft drinks?

 Festivals
 Cinemas
 Parties
 Picnic
 Just like that
48
Chapter No-8: Appendices
Q.6 have you consume coca cola products?

 Yes
 No
Q.7 what is your opinion about coca cola products?

 Excellent
 Good
 Satisfactory
 Below satisfactory
 Bad
Q.8 what quantity do you prefer?

 200ml-250ml glass bottle
 300ml can
 500ml bottle
 1 lit
 2 ltr

 Pepsi products
 Coca-Cola products

 Quality
 Pricing
 Availability
 Taste
49

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General Management Project

To study the consumption of soft drink with reference to Coca-Cola.

Submitted in partial fulfillment for the award of the degree of

Under the Guidance of

Sheila Raheja School of Business

Raheja Education Complex, Khernagar,

Name: Prof. Vivek Sharma

I hereby declare that this project Report submitted by me to the Sheila

Name: Rohit Kamble

Lastly I thank my peers for supporting me whole heartedly in this endeavor.

Sr.No Topics Page No

Sr.No Topics Page No

SR. NO Topics Page No

SR. NO Topics Page No

To study the consumption of soft drink with reference to Coca-Cola.

 To learn about Coca-Cola company.

The research design will be combination of exploratory & descriptive research.

A BRIEF INSIGHT - THE FMCG INDUSTRY IN INDIA

A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA

COLA NON-COLA NON-COLA

Fig 2.0 BEVERAGES IN INDIA

 Alcoholic, non-alcoholic and sports beverages.

 To refresh the world...

our 2020 Vision a reality.

LIVE OUR VALUES :

SWOT ANALYSIS OF COCA-COLA

Fig 2.1 SWOT ANALYSIS OF COCA-COLA

 WORLD’S LEADING BRAND

 LARGE SCALE OF OPERATIONS

 ROBUST REVENUE GROWTH IN 3 SEGMENTS

 SLUGGISH PERFORMANCE IN NORTH AMERICA

 DECLINE IN CASH FROM OPERATING ACTIVITIES

 GROWING BOTTLED WATER MARKET

 GROWING HISPANIC POPULATION IN U.S

Coca-Cola competes in the non-alcoholic beverages segment of the commercial beverages

 DEPENDENCE ON BOTTLING PARTNERS

If Coca-Cola is unable to provide an appropriate mix of incentives to its bottling partners,

 SLIGGISH GROWTH OF CARBONATED BEVERAGES

PRODUCTS OF COCA-COLA INDIA

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

RGB PET CAN FOUNTAIN

200ml, 300ml 500ml, 600ml, 330 ml VARIOUS SIZES

GLASS PET CAN FOUNTAIN

200ml, 300ml 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

MINUTE MAID PULPY ORANGE:-

Available in 3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres.

RGB PET POCKET MAAZA

200ml, 250ml 250ml, 600ml, 1.2L 200ml

Available in PET 500ml and 1000ml.

GEORGIA GOLD COFFEE:-

HOT BEVERAGES Espresso, Americano, Cappuccino, Caffe Latte, Mochaccino,

MARKETING MIX OF COCA-COLA INDIA

SUPPLY CHAIN MANAGEMENT OF COCA COLA

3.1: SAMPLING STRATEGY:

DEFINE THE TARGET POPULATION

3.2: RESEARCH DESIGN

3.3: DATA COLLECTION:

Q.1 Do you consume soft drinks?

Source: Data collection from respondent’s to Q.1