SHRI RAMSWAROOP MEMORIAL UNIVERSITY

LUCKNOW-DEVA ROAD, UTTAR PRADESH

INTERNSHIP AT
PLANT OF COCA COLA Bareilly

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

TO

SHRI RAMSWAROOP MEMORIAL UNIVERSITY

(2018-2019)

Under the Guidance of- Submitted by:

ANIKET MISHRA

1
List of contents-
Acknowledgement
Declaration
Introduction
Statement of problem
Company profile
Coca cola quality policy
Objective of research
Marketing strategies of coca cola
Market structure of coca cola
Scope of study
Data collection sources
Tools of analysis
Data analysis and Interpretation
Findings
Limitations of study
Observation and Conclusions

2
3
 ACKNOWLEDEGEMENT

This report would not been completed without the guidance

, support and motivation of large number of people. The
internship opportunity I had with Vrindavan baverages was a great
chance for learning and professional development. Therefore, I
consider myself as a very lucky individual as I was provided with an
opportunity to be a part of it. I am also grateful for having a chance
to meet so many wonderful people and professionals who led me though
this internship period.

Bearing in mind previous I am using this opportunity to express my

deepest gratitude and special thanks to the GM Marketing
ofVrindavan baverages] who in spite of being extraordinarily busy with
/his duties, took time out to hear, guide and keep me on the correct
path and allowing me to carry out my project at their esteemed
organization and extending during the training.

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 DECLARATION
I ANIKET MISHRA do hereby declare
that this project report “A STUDY ON CONSUMER BEHAVIOUR
TOWARDS AAPLE SPARKLE,FANTAJUICY+,SPRITE JUICY+ ” is a
bonafide record of the work done by me during the course of project and
that the report has not previously formed the basis for the award of any
degree, diploma, fellowship, associate ship or other similar title of
recognition of any university or institution.
I further declare that this project report is
submitted on partial fulfillment of the requirement for the award of the
certificate of internship
Place:
Date:

5
 “A STUDY ON CONSUMER BEHAVIOUR TOWARDS NEW LAUNCHES”

INTRODUCTION
In our modern world living pattern and life style of the people have changed a
lot. Soft drinks were common preference among all the individuals with the
changing life style and income levels, people are shifting their consumption
patterns. Market research is based on consumer’s buying preference towards
soft drinks. Soft drink is an important product item in modern society both
urban and rural and becoming more popular in the consumer world. At present
soft drink market is one of the most competitive markets in the world. In which
crores of rupees on advertisement and other promotion activities are being
spent. In India the soft drink industry is flourishing well with a wide range of
brand comprising both popular international, national and regional branded
soft drinks. In present investigation, the impact of globalization on brand
preference of soft drinks and the factor determining the brand preference is
studied.
The study on brand preference becomes necessary. The purchase decision
largely depends upon Taste, Quality, Quantity, Price, Availability and the like.
Due to globalization, there are many soft drink brands available in the market
such as Coca- cola, Pepsi-cola, Sprite, Fanta etc..
In current scenario, where the competition is tough, consumer choose
preferred brand according to their pleasure. The company can achieve and
complete in the market, only when they satisfy the needs of the customer by
taking in to account their reason for brand preference.
This study examines key attitude of buying and branding perception
that are considered as important cues, which lead youth to select particular
brand of soft drink. The primary data has been collected through questionnaire.

6
 Statement of the problem

The study was conducted to know the brand preference and

factors influencing young consumers of packaged soft drink. Soft
drink is an important product item in the modern society. It is
mainly concentrated on the consumption among youth. It is found
that a great important for the study. The study examines key
attitude of buying and brand perception with preference that are
considered as important cues, which lead youth to select
particular brand of soft drink. In modern world due to the
development of science and technology many new brands of soft
drink products flood the market every year. When the new brands
enter in to the market, some consumers switch over to it. So the
study was conducted to know the brand preference and
consumption among youth in soft drinks.

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 COMPANY PROFILE
Coca-
ColaCompanyistheworld'slargestbeveragecompany,largestmanufacturer,distrib
utor,andmarketerofnon-
alcoholicbeverageconcentratesandsyrupsintheworld,andisoneofthelargestcorporatio
nsintheUnitedStates.ThecompanyisbestknownforitsflagshipproductCoca-
Cola,inventedbypharmacistJohnStithPembertonin1886.TheCoca-
Colaformulaandbrandwasboughtin1889byAsaCandler whoincorporatedTheCoca-
ColaCompanyin1892.BesidesitsnamesakeCoca-Colabeverage,Coca-
Colacurrentlyoffersmore
than400brandsinover200countriesorterritoriesandserves1.6billionservingseachda
y.Thecompanyoperatesafranchiseddistributionsystemdatingfrom1889whereTheCo
ca-
ColaCompanyonlyproducessyrupconcentratewhichisthensoldtovarious(bottlers
throughouttheworldwhoholdanexclusiveterritory.TheCoca-
ColaCompanyisheadquarteredinAtlanta,(Georgia.ItscurrentchairmanandCEOis
MuhtarKent.
CokeinIndia
Coca-
ColawastheleadingsoftdrinkbrandinIndiauntil1977whenitleftratherthanrevealits
formulatothegovernmentandreduceitsequitystakeasrequiredundertheForeignEx
changeRegulationAct(FERA)whichgovernedtheoperationsofforeigncompaniesi
nIndia.Aftera16-yearabsence,Coca-
ColareturnedtoIndiain1993,cementingitspresencewithadealthatgaveCoca-
Colaownershipofthenation'stopsoft-
drinkbrandsandbottlingnetwork.Coke’sacquisitionoflocalpopular Indian brands

8
including Thums Up (the mosttrusted brand in India21), Limca, Maaza, Citra
and Gold Spot provided not only physicalmanufacturing, bottling, and
distribution assets but also strong consumer preference. Thiscombination of local
and global brands enabled Coca-Cola to exploit the benefits of globalbranding and global
trends in tastes while also tapping into traditional domestic markets.Leading
Indian brands joined the Company's international family of brands, including Coca-Cola,
diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the
companylaunched the Kinley water brand and in 2001, Shock energy drink
and the powdered concentrated now a days company launched 3 more
products Apple sparkle, Fanta juicy+, Sprite juicy+

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 COCA COLA QUALITY POLICY
The Coca-Cola Company has only one quality system around the world,
Quality is more than justsomething we taste or see or measure. It shows in
our every action. We relentlessly strive to meet theworld’s ever-changing
expectations because keeping the Quality Promise in the marketplace is the
highestbusiness objective and its enduring obligation. More than a billion
times a day, consumers choose its brandof refreshment because Coca-Cola
is…The Symbol of Quality.Customer
and Consumer Satisfaction.A Responsible Citizen of the World.
corporate citizenshipSeeking Everyone’s Support for Effecting Positive
Environmental Contribution
In its efforts to identify solutions to environmental challenges, it seeks the
cooperation of public, private andgovernmental organisations. It directs its
own company's skills, energies and resources toward activitiesand issues
where it is confident of making a powerful and effective contribution.
Stewardship - The Coca-Cola Identity
Coca Cola stewards of brands universally recognised for quality and
consistency. Maintaining anestablished standard of excellence in its
business conduct is essential if They are to continued to be trustneighbours
in the communities where they do business. Its efforts towards
environmental managementexhibit this level excellence at the local,
division, and corporate levels. It will take progressive actions thatfocus on
minimising its impact on the environment while striving towards continuous
improvement

10
OBJECTIVE OF RESEARCH
From25 Jun I went to manufacturing plant of coca-cola. This vist was
organized for us by our faculty members as well as dean and directors to
encrich our knowledge in field of management as well as production and
operations.

Following are some objectives of this research-

 Identify the consumer response to the company’snew product.

 Know the consumers’ needs and expectations.
 Seek maximum information about the consumer, i.e. the know
consumers’ income range, their location, buying behavior, etc.
 Know the nature and extent of competition and also the strength and
weaknesses of the competitors.
 Check the reaction of the dealers to the company policies

MARKETING STRATEGIES OF COCA COLA

Coca Cola is world’s leading soft drink maker and operates in more than
200 countries around the world. It sells a variety of sparkling and still
beverages. It generates 60% of its revenue and about 80% of its operating
profit from outside the United States. It has strong brand recognition
across the globe. According to business insider, approximately 94% of the
world population is aware of the red & white logo of Coca Cola.

11
Segmentation, targeting, positioning of Coca Cola
Segmentation helps the brand to define the appropriate products for specific
customer group; Coca Cola doesn’t target a specific segment but adapts its
marketing strategy by developing new products.

Similarly it uses mix of undifferentiated& mass marketing strategies as well as niche

marketing for certain products in order to drive sales in the competitive market. Its
Cola is popular worldwide & is liked by people of all age group while the diet coke
targets niche segment for people who are more health conscious.

Coca Cola uses competitive positioningstrategy to be way ahead of its competitors

in the Non-alcoholic beverages market.

MARKET STRUCTURE OF COCA COLA

Market structure of the company defines the competitive structure of the
company. Though coca cola uses different types of competitive stratgies to
maintain high competition in the market. So the market structure of coca cola is
oligopoly. Because there are less no. of competetors for the company and as we all
know that there is only one company in the world which canstand

In the market of beverages and that company is COCA COLA.

PRODUCTS MANUFACTURE BY COCA COLA ARE-

 Pepsi
 Coca cola
 Thumps up
 Maza
 Kinley water

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NEWLY LAUNCHED PRODUCTS ARE-

 Apple sparkle
 Fanta juicy+
 Sprite juicy+

Scope of the study :

The study was conducted among consumers. The study is
intended to assess level of soft drink consumption. It help us to
understand the various factors influencing the consumers of new
products of coca cola soft drinks. It also provides various
information to us regarding the attitude of society towards soft
drinks.

DATA COLLECTION SOURCES:

Research is an art of scientific information. It involves
gathering data, use of statistical techniques, interpretation
and drawing conclusion about the research data.
Methodology is a method of solving problems
systematically. It is based on both primary data as well as
secondary data.

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 SOURCES OF DATA
1. Primary data.

Primary data are those data, which are collected for the first
time. Primary data was collected by conducting survey through a
questionnaire which seeks answer to a set of preconceived
question in a structured way. The questionnaire consists of 21
questions.

2. Secondary data.

The secondary data are those data which have already been
collected. It means data that was already available. Secondary
data was collected from sources like Journals, internet and
previous studies

Tools of Analysis-
1.Questionnaire

2. Percentage Analysis

3. Analytical Tools

 Graphs
 Tables
 Diagrams
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Data Analysis&Interpretation

Table-1:Classification on the basis of

areas

Area Percentage

Rural 54%

Urban 46%

INTERPRETATION: The above table

shows that 46 % of respondents are
urban and 54 % are rural

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 TABLE-
2:Classificationonthebasisofage

Age of Percentage
respondents

15-20 64%

21-25 10%

26-30 14%

30-35 12%

INTERPRETATION: Majority of the

respondents are in the age between15 to
20, and minority of respondents are in
the age of 21 to 25.

TABLE-3: Present Consumers of new

products
16
 Product Percentage
name

Apple 42%
sparkle

Fanta 19%
juicy+

Sprite 39%
juicy+
INTERPRETATION: The above table shows that 42% of
respondents are using Apple sparkle 19% of the respondent
are using fanta juicy+ and rest 39% of respondents are using
Sprite juicy+

TABLE-4: Showing the source of

information regarding new launch

Source of Percentage
17
information

Media 52%
advertisement

Internet 10%

Friends 16%

Newspaper 10%
and magazine

Others 12%
INTERPRETATION: 52% of respondents get awareness through media advertisement and
10 % get awareness through internet, 16 % friends, 10 percentages get from news paper and
magazines. 12 % get other sources like relatives, family, etc

TABLE-5: Showing the consumer using

the above stated brand

No.of Percentage
years
18
Last 5 50%
months

Last 8 27%
months

1 year 23%
INTERPRETATION: 50 % customers using the stated
brand from the last 5 months 27% using the stated
brand form last 8 months 23% of customers are using
the particular brand from 1 year

TABLE-
6:ShowingConsumersInfluenceToward
sAdvertisement

Influence of Percentage
advertisement

19
Yes 70%

No 30%

INTERPRETATION: 70 % are
influenced by advertisement and 30 %
are not-influenced by advertisement.

TABLE-7:Showing the consumer

opinion for apple sparkle,fanta juicy+,
Sprite juicy+

Remarks Percentage

Excellent 18%

20
Good 62%

No 20%
opinion

Bad 0%

Poor 0%
INTERPRETATION: 18% of customers say that their brands are excellent.
The other 62 % are says that their brands are good. The remaining 20 % of
respondents do not have any opinion about their brand. Nobody says that the
brands that they preferred are bad or poor

TABLE-8: Showing the most common

place for purchase

Common Weighted
place average

Convenience 4.56

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Grocery 3.58

Stores 4.94

Wholesale 2.98
warehouse

Restaurants 3.62

Other's 1.40
INTERPRETATION: The above table shows that majority of respondents of purchase soft
drinks from convenience stores and stores and its weighted average ( 4.56). Others purchase
soft drinks from restaurants grocery etc. Minority of respondents purchase soft drinks from
wholesale warehouse and other sources.

TABLE-9: Showing the purpose of using soft

drinks among consumers

Purpose Percentage

Taste 14%

Caffeine 6%

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Refreshment 68%

Brand loyalty 6%

Other's 6%

INTERPRETATION: 68% of respondents

are using soft drinks for refreshments. 14%
are for taste. Remaining customers give
importance to caffeine, brand loyalty and
other reasons.

TABLE-10: Showing The Factors

Mostly Affect The Buying Decision

Factors Weighted
average

Quality and 6.56

taste

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Packaging 4.46

Celebrities 3.82

Price 4.44

Recommended 4.46
by friends and
relatives

Media 2.92

Others 1.34

INTERPRETATION:Mostofthepeople
giveimportancetoqualityandtastewitha
weightedaverageof6.56.Whereassecond
preferenceisgivetopackaging(W.A-
4.46),price(4.44),recommendationsfrom

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friendsandrelatives(4.46)andtheleastpre
ferenceisgiventomedias(2.92

TABLE-11: Showing The Consumer

Pay The Quantity Do Prefer Buying A
Product

Quantity Purchase
percentage

100ml- 16%
150ml

250ml- 42%
500ml

1 litre 32%

More 10%

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than 1
litre
INTERPRETATION: The table showing the
consumers preference quantity for purchasing soft
drinks. Majority of the respondents belongs 250ml-
500ml. 32% choose the option 1 litre. 16% prefer
100ml-250ml and only 10% prefer more than 1 litre.

TABLE-12: Showing The Satisfaction

Level Of Consumers

Items Weighted
Average

Price 3.70

Quality 3.82

Flavour and 3.86

tastes
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 Packaging 3.76

Brand 3.84

Advertisement 3.56
frequency

Availability 3.72

Colour 3.22
INTERPRETATION: The above table shows that
respondents are satisfied with price, quality, flavour
and taste, packaging, brand, advertisement frequency,
colour and availability of soft drinks as their weighted
average (<3.5)

TABLE-13:Study The Consumer View

Of Soft Drinks

View Percentage

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 As 10%
ahealth
drink

As an 68%
aid to
put off
thirst

As a 12%
status
symbol

Others 10%
INTERPRETATION: The above table shows the views of consumer about
soft drinks. 68% choose the option as an aid to put off thirst. 12% of
respondents view is as status symbol. 10% view is as a health drink.

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FINDINGS-
· The majority of respondents are prefer sprite and secondly
preferred others

· Majority of the reason for preferring a selected brand is

refreshment

·Majority of respondent don’t like to change brand frequently.

·Most of the respondents view soft drink as an aid to put off

thirst

· Majority of the consumer do not buy more soft drinks at the

time of reducing the price

· Media advertisement is the most influencing medium while

purchase of soft drinks

. Age between 15 to 20 prefer to buy more

· In this survey major respondents are male

· Majority of the consumers opinion of the brand is good

· Majority of the consumers are satisfied with flavour and taste

· Most of the consumers affected by quality and taste for

buying decision

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 LIMITATIONS OF STUDY
 Very limited time available for this project
 Research is done through a sample survey, which is always
prone to errors of bias and prejudice
 Many of the questionnaires had irrelevant and incorrect
answers filled in by the respondents leading to errors in the
study
 Sample size is comparatively small for a study of vast
relevance
 Lack of experiences

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 Observation and Conclusions
As stated in the objectives, this study is aimed at studying the Consumer
behavior for new launchesof soft drinks. The major part of the soft drink
consumers are in 15-20 age groups. The most preferred product is apple
sparkle and second position to others. The consumption of soft drinks products
increase comparing with previous times. The changing living pattern and life
style of the peoples are changed a lot so soft drinks where common preference
among all the individuals with the change in life style and income level,
peoples are shifting their consumption patterns. The competition between the
brands lead to a high influence in buying behaviour of the consumers because
their marketing strategy. The quality and taste are influencing in consumer
purchasing decisions. One of the major influencing medium of purchasing soft
drink product is media advertisements. Major part of the consumer view about
soft drink is as an aid to put off thirst. Another part of the consumer believe
soft drink as a status symbol.

The nature oif soft drink markets are oligopoly .i.e. oligopoly is a market
dominated by a few large suppliers the degree of market concentration is very
high (i.e a large % of the market is taken up by the leading firms) . Firms with
in an oligopoly produce branded products (advertising and marketing is a
important feature of competition with in such markets) and there are also
barriers to entry.

Soft drink consumption is no good for health there are so many disease incur
through soft drink consumption but our changes in life styles soft drinks
consumption is an important product item in modern society both urban and
rural and becoming more popular in the consumer world.

31
Confusions-
Though this visit was very knowledgeable for me I have undersatand
various concepts of the pant of coca cola. I also studied about the market
structure of the coca cola but still I have some confusions regarding coca
cola that are-

 I have not very clear cut knowledge about the segments of the
company.
 I have also some confusion about the pricing strategies of the
compay
 . I also have very blur knowledge about their financial postion.

32