SOFT DRINKS FINAL PROJECT

INTRODUCTION

A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral,
sparkling water, lolly water, or carbonated beverage) is a beverage that typically
contains water (often, but not always, carbonated water), usually a sweetener, and
usually a flavoring agent. The sweetener may be sugar, high-fructose corn syrup, fruit
juice, sugar substitutes (in the case of diet drinks) or some combination of these. Soft drinks
may also contain caffeine, colorings, preservatives and other ingredients.

Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small
amounts of alcohol may be present in a soft drink, but the alcohol content must be less
than 0.5% of the total volume[3][4] if the drink is to be considered non-alcoholic. Fruit juice,
tea, and other such non-alcoholic beverages are technically soft drinks by this definition
but are not generally referred to as such.

S o f t d r i n k market s i z e f o r F Y 0 0 w a s a r o u n d 2 7 0 m i l l i o n c a s e s ( 6 4 8 0
m i l l i o n bottles). The market witnessed 5- 6% growth in the early‘90s. Presently the
growth rate of soft drink industries in India is 22% as compare
t o t h e previous year. The market size for FY01 was around 7000 million bottles & the
market size for FY07 is expected to be 11000 million bottles. In Nagpur city, market size for
FY00 was around 0.04 million cases (9.6 lacks).The market witnessed 7 – 8% in the early
‘90’s.

History
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The first marketed soft drinks in the Western world appeared in the 17th
century. They were made of water and lemon juice sweetened with honey. In
1676, the Companies des Lemonades of Paris was granted a monopoly for the
sale of lemonade soft drinks. Vendors carried tanks of lemonade on their
backs and dispensed cups of the soft drink to thirsty Parisians.

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SOFT DRINKS FINAL PROJECT

T h e m a r k e t p r e f e r e n c e i s h i g h l y r e g i o n a l based. While cola drinks have

main markets in metro cities and northern states of UP, Punjab, Haryana
etc. Orange flavored drinks are popular in southern states. Sodas too are
sold largely in southern states besides sale t h r o u g h b a r s . W e s t e r n
markets have preference towards mango flavored drinks. Diet coke
p r e s e n t l y c o n s t i t u t e s j u s t 0 . 7 % o f t h e t o t a l c a r b o n a t e d beverage market.

The government has adopted liberalized policies for the soft drink trade
to give the industry a boast and promote the I n d i a n b r a n d s
internationally. Although the import and manufacture
of international brands like Pepsi and Coke is enhanced in
I n d i a t h e l o c a l brands are being stabilized by advertisements, good
quality and low cost. The soft drinks market till early 1990s was in hands
of domestic players like campa, thumps up, Limca etc but with opening
up of economy and coming o f M N C p l a y e r s P e p s i a n d C o k e t h e
m a r k e t h a s c o m e t o t a l l y u n d e r t h e i r control. The distribution
network of Coca cola had6.5 lakh outlets across the country in FY00,
which the company is planning to increase to 8 lakhs by FY01. On the
other hand Pepsi Co's distribution network had 6 lakh outlets across the
country during FY00 which it is planning to increase to 7.5 Lakh.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for
home consumption. Fountains also dispense them in disposable containers
Non-alcoholic soft drink beverage market can be divided into f r u i t
drinks and soft drinks. Soft drinks can be further divided
i n t o carbonated and non-carbonated drinks. Cola, lemon and
o r a n g e s a r e carbonated drinks while mango drinks come under non carbonated
category.
The market can also be segmented on the basis of types of products into cola products
and non-cola products. Cola products account for nearly 61-62% of the total soft
drinks market.

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SOFT DRINKS FINAL PROJECT

Evolution of Soft Drink

The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In India, Coke and Pepsi
have a combined market share of around 95% directly or through franchisees. Campa Cola has a 1%
share, and the rest is divided among local players. Industry watchers say, fake products also account
for a good share of the balance. There are about 110 soft drink producing units (60% being owned by
Indian bottlers) in the country, employing about 125,000 people. There are two distinct segments of
the market, cola and non-cola drinks. The cola segment claims a share of 62%, while the non-cola
segment includes soda, clear lime, cloudy lime and drinks with orange and mango flavors.
The per capita consumption of soft drinks in India is around 5 to 6 bottles (same as Nepal's) compared
to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines 173 and Mexico 605. The
industry contributes over Rs. 12 billion to the exchequer and exports goods worth Rs 2 bn. It also
supports growth of industries like glass, refrigeration, transportation, paper and sugar. The
Department of Food Processing Industries had stipulated that 'contains-no-fruit-juice' labels be pasted
on returnable glass bottles. About 85% of the soft drinks are currently sold in returnable bottles. There
was a floating stock of about 1000 million bottles valued at Rs 6 bn. If the industry were to abide by
the new guidelines, it would have to invest in new bottles, resulting in a cost outgo of Rs 5 bn.
Neither Coke nor Pepsi is in a position to invest such a large amount.
Around 400,000 tones of raw material would be required to replace the existing stock of
bottles. Instead, the soft drink industry suggested that a seven-year moratorium be extended to the
industry so that it can incorporate the change in a phased manner. There is no such mandatory
requirement anywhere in the world to specifically label the glass surface of returnable bottles. The
government has decided to extend the date for replacing the bottles to end-march 2006. In the
meantime, the producers have shifted substantially to the use of PET bottles.
Soft and aerated drinks were considered products for the middle class and the affluent. That
segregation is no more valid. Soft and aerated drinks are consumed by all except those who cannot
afford to buy any drink. An NCAER study says that 91% soft drink sales are made to the lower,
middle and upper middle classes. The soft drink industry has been urging the government to categories
aerated waters (soft drinks) equitably with other consumer products of mass consumption and remove
special excise duty.
It may be recalled that Coca-Cola, the world's number one player, was present in India for a long time
in collaboration with an Indian producer but was thrown out in the late 1970s. It reappeared in India
following the economic liberalization era - but after its rival, world's number two, had already entered
in a big way following a long and tough fight against the opposition from the domestic producers.
When Coca-Cola re-entered, it installed a new milestone. It acquired the well flourishing India's top
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SOFT DRINKS FINAL PROJECT

player, Parle. Since then it is basically a fight between the two American giants. Others are playing a
peripheral role, as adjuncts to the two MNCs. World's third biggest player, Cadbury Schweppes, had
also made an entry but was gobbled up by Coca-Cola. When Coca-Cola acquired Parle brands, it was,
in fact, buying the bottling facilities, the marketing network, and the established consumer preference
during the market build-up. The brands were a drag on the global brand. Coca-Cola decided to market
more effectively the Parle brands. It had in its armory Coke, Thumps Up, Limca and Fanta. The latest
to enter market was Parle’s erstwhile Rimzim, alongside Portello, a black currant flavored drink, very
popular in Sri Lanka.
Coca-Cola operates through 35 plants and 16 franchisees throughout the country, while PepsiCo has
20 plants, but it has 7 more franchisees at 23 to 16 of its rival. Coca-Cola claims a market share of
51%, while Pepsi has a share of 46%. The claims, however, remain disputed. The other smaller players
like Pure Drinks Ltd claim the rest of the market. The shares of the two lead players are consolidated
figures, which include the respective bottlers. Coca-Cola had approached the government for a five year
extension for divesting 49% equity in its bottling subsidiary, Hindustan Coca-Cola Holdings. It had
set up the marketing subsidiary as part of its strategy to integrate all its bottling operations, both
company-owned and franchisee bottlers, apparently keeping in line with its global policy. All together,
it had bought initially over 38 franchisee bottlers.

Soft Drinks in India market report offers a comprehensive guide to the size
and shape of the market at a national level. It provides the latest retail sales
data, allowing you to identify the sectors driving growth. It identifies the
leading companies, the leading brands and offers strategic analysis of key
factors influencing the market - be the new p r o d u c t development,
packaging, innovations& economic/lifestyle influences,
distribution or pricing issues. Forecasts illustrate how the markets set to change.
Soft drinks experienced another good year in 2006. The positive growth in
soft drinks in India was primarily driven by the increased
demand f o r fruit/vegetable juice and bottled water. With rising disposable
incomes and a preference for healthy and natural products, fruit/vegetable juice was
in great demand in 2006. Bottled water also continued its fast growth, with demand
stemming from the rising populations in cities and the crumbling
p u b l i c infrastructure for tap water.

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SOFT DRINKS FINAL PROJECT

The soft drinks market consists of bottled water,

carbonates, concentrates, functional drinks, juices and ready-to-drink
(RTD) tea & coffee. The market is valued according to retail se lling
price (RSP) and includes any applicable taxes. Any currency
conversions used in the c r e a t i o n o f t h i s r e p o r t h a v e b e e n
c a l c u l a t e d u s i n g c o n s t a n t 2 0 0 4 a n n u a l average exchange rates.
Soft drinks are available in glass bottles, aluminum cans and PET bottles
for home consumption. Fountains also dispense them in disposable
containers Non-alcoholic soft drink beverage market can be divided
into fruit drinks and soft drinks. Soft drinks can be further divided
into carbonated and non-carbonated drinks. Cola, lemon and
oranges are carbonated drinks while mango drinks come under non
carbonated category. The market can also be segmented on the basis of
types of products into cola products and non -cola products. Cola
products account for nearly 61-62% of the total soft drinks market. The
brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet
coke, Diet Pepsi etc.
Non-cola segment which constitutes 36% can be divided into 4 categories
based on the types of flavors available, namely: Orange, Cloudy Lime, Clear
Lime and Mango. The concerns about the safety of carbonates were
renewed in the wake of the p e s t i c i d e s c o n t r o v e r s y i n A u g u s t 2 0 0 6 .
Similar concerns were voiced in 2 0 0 3 . T h e a l l e g e d h a r m f u l
e f f e c t s o f p e s t i c i d e r e s i d u e s i n c a r b o n a t e s affected the
image and consumption of carbonates negatively. Within
carbonates, consumers increasingly preferred non -cola carbonates
to cola carbonates. The relatively low consumer awareness of
functional d r i n k s a n d R T D t e a s t e m s m a i n l y f r o m t h e l a c k o f
promotional activity. M a n u f a c t u r e r s h a v e m a r k e t e d a n d
p o s i t i o n e d t h e s e p r o d u c t s i n l a r g e metropolitan cities. Thus,
the combination of high prices, restricted product a v a i l a b i l i t y a n d a
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SOFT DRINKS FINAL PROJECT

l a c k o f p r o m o t i o n a l a c t i v i t y l e d t o t h e s l o w u p t a k e o f emerging
soft drinks. While soft drink producers in Western Europe bemoaned
yet another cold, wet summer in 2002, their counterparts in India
were struggling to keep up with demand, with exceptionally hot weather
there driving sales growth.
A new report from beverage industry a n a l y s t s Canadian
e s t i m a t e s t h a t consumption in India leapt by 13 per cent as a
result of the heat wave, and p r o d u c e r s will clearly try to
c a p i t a l i z e o n t h i s r a p i d a d v a n c e i n y e a r s t o come. Still drinks
remain the largest single sector, according to Canadian, and while
sales of packaged still drinks grew strongly, the sector as a whole was held
back by almost flat consumption of unpackaged or loose
alternatives.

We will come to know about the service & responsibility towards

customers of soft drink retail sectors. Customers buying
behavior & retailers selling behavior will be provide by this
study. The study will help to analyse the customer’s exact
needs & wants. The Soft Drinks in India industry profile is an
essential resource for top-level data and analysis covering the
soft drinks industry. It includes detailed data on market
size and segmentation, plus textual analysis of the key
trends and competitive landscape, demographic
information, and descriptions of the leading companies
like Pepsi & Coca-Cola.

The report talks about the soft drink retail industry in our
country, like industry performance, future prospects, growth
o p p o r t u n i t i e s , e t c . T h e forecast given in this report is not based on a
complex economic model, but is intended as a rough guide to the direction in
which the market is likely to move. This forecast is based on a correlation
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SOFT DRINKS FINAL PROJECT

between past market growth and present market growth. The report provides
a keen insight of soft drink industry in India by analyzing various market
segments and retail formats p r e s e n t i n t h e i n d u s t r y . I t h e l p s c l i e n t s
to understand the various types’ p r o d u c t s available in soft
drink industry and their future scope. The overview on
opportunities and future forecast on the soft drink retail
industry helps the clients analyze the future course of direction and
major growth areas of the industry. The project contains an executive summary
and d a t a o n v a l u e , v o l u m e a n d s e g m e n t a t i o n o f m a r k e t i n I n d i a .
It provides textual analysis of the industry’s prospects,
competitive landscape and leading companies with a two-year
forecast of the soft drink industry. It is supported by the key
macroeconomic and demographic data affecting the market by including
the detail information on market size, measured by both v a l u e a n d v o l u m e
o f m a r k e t s h a r e s w h i c h a r e c o v e r e d b y m a n u f a c t u r e r and/or brand.

Types Of Drinks

In the late 18th century, scienti sts made important

progress in replicating naturally carbonated mineral
waters. In 1767, Englishman Joseph Priestley first
discovered a method of infusing water with carbon
dioxide to make carbonated water when he suspended
a bowl of distilled water above a beer vat at a local
brewery in Leeds, England. His invention of
carbonated water (also known as soda water) is the
major and defining component of most soft drinks.
Priestley found that water treated in this manner had
a pleasant taste, and he offered it to friends as a
refreshing drink. In 1772, Priestley published a paper
entitled Impregnating Water with Fixed Air in which
he describes dripping oil of vitriol (or sulfuric acid as
it is now called) onto chalk to produce carbon dioxide

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SOFT DRINKS FINAL PROJECT

gas, and encouraging the gas to dissolve into an

agitated bowl of wa ter.
Another Englishman, John Mervin Nooth, improved
Priestley's design and sold his apparatus for
commercial use in pharmacies. Swedish chemist
Torbern Bergman invented a generating apparatus
that made carbonated water from chalk by the use of
sulfuric acid. Bergman's apparatus allowed imitation
mineral water to be produced in large amounts.
Swedish chemist Jöns Jacob Berzelius started to add
flavors (spices, juices, and wine) to carbonated water
i n t h e l a t e e i g h t e e n t h century.

A v ariant of s oda i n the United States cal led " phos phate s oda "
appeared i n the l ate 1870s . I t bec ame one of the mos t popular
s oda fountain dri nks from 1900 through the 1930s , with the
l emon or orange phosphate bei ng the mos t bas ic . The dri nk
c onsi sts of 1 US fl oz (30 ml ) frui t s yrup, 1/2 teas poon of
phos phoric ac id , and enough c arbonated water and i c e to fi l l a
gl as s . Thi s drink was c ommonly s erved i n pharmac ies .

Artificial mineral waters, usually called "soda water", and the soda
fountain were mostly popular in the United States. Beginning in
1806, Yale University chemistry professor Benjamin Silliman sold
soda waters in New Haven, Connecticut. He used a Nooth apparatus
to produce his waters. Businessmen in Philadelphia and New York
City also began selling soda water in the early 19th century. In the
1830s, John Matthews of New York.

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SOFT DRINKS FINAL PROJECT

In 19th century America, the drinking of either natural or

artificial mineral water was considered a healthy p ractice.
The American pharmacists selling mineral waters began to
add herbs and chemicals to unflavored mineral water. They
used birch bark (see birch beer), dandelion, sarsaparilla, fruit
extracts, and other substances. Flavorings were also added
to improve the taste. Pharmacies with so da fountains became
a popular part of American culture. Many Americans
frequented the soda fountain on a daily basis. Due to
problems in the U.S. glass industry, bottled drinks were a
small portion of the market in the 19th century. (However,
they were known in England. In The Tenant of Wild fell Hall ,
published in 1848, the caddish Huntingdon, recovering from
months of debauchery, wakes at noon and gulps a bottle of
soda-water. In America, most soft drinks were dispensed and
consumed at a soda fountain, usually in a drugstore or ice
cream parlor.

Over 1,500 U.S. patents were filed for a cork, cap, or lid for the
carbonated drink bottle tops during the early days of the bottling
industry. Carbonated drink bottles are under great pressure from
the gas. Inventors were trying to find the best way to prevent the
carbon dioxide or bubbles from escaping. In 1892, the " Crown
Cork Bottle Seal" was patented by William Painter, a Baltimore,
Maryland machine shop operator. It was the first very successful
method of keeping the bubbles in the bottle .

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SOFT DRINKS FINAL PROJECT

In 1899, the first patent was issued for a glass-blowing

machine for the automatic production of glass bottles.
Earlier glass bottles had all been hand-blown. Four years
later, the new bottle -blowing machine was in operation. It
was first operated by the inventor, Michael Owens, an
employee of Libby Glass Company. Within a few years, glass
bottle production increased from 1,400 bottles a day to about
58,000 bottles a day.
PRODUCTION

Soft drinks are made by mixing dry ingredients and/or fresh

ingredients (for example, lemons, oranges, etc.) with water.
Production of soft drinks can be done at factories or at
home. Soft drinks can be made at home by mixing either a
syrup or dry ingredients with carbonated water. Carbonated
water is made using a soda siphon or a home carbonation system
or by dropping dry ice into water. Syrups are commercially
sold by companies such as Soda-Club; dry ingredients are often
sold in pouches, in the style of the popular U.S. drink mix
Kool-Aid. Drinks like ginger ale and root beer are often brewed
using yeast to cause carbonation.

Of most importance is that the ingredient meets the agreed

specification on all major parameters. This is not only the
functional parameter (in other words, the level of the major
constituent), but the level of impurities, the microbiological
status, and physical parameters such as color, particle size,
etc.

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SOFT DRINKS FINAL PROJECT

A report in October 2006 demonstrated that some soft

drinks contain measurable amounts of alcohol. In some
older preparations, this resulted from natural fermentation
used to build the carbonation. In the United States, soft
drinks (as well as other beverages such as non-alcoholic
beer) are allowed by law to contain up to 0.5% alcohol by
volume. Modern drinks introduce carbon dioxide for
carbonation, but there is some speculation that alcohol
might result from fermentation of sugars in an unsterile
environment. A small amount of alcohol is introduced in
some soft drinks where alcohol is used in the preparation of
the flavoring extracts such as vanilla extract.

Health Effects
The consumption of sugar -sweetened soft drinks is associated with obesity, type
2 diabetes, dental caries, and low nutrient levels.[15] Experimental studies tend
to support a causal role for sugar-sweetened soft drinks in these ailments,
though this is challenged by other researchers. "Sugar -sweetened" includes
drinks that use high-fructose corn syrup, as well as those using suc rose.
Many soft drinks contain ingredients that are themselves sources of concern:
caffeine is linked to anxiety and sleep disruption when consumed in excess, and
some critics question the health eff ects of added sugars and artificial
sweeteners. Sodium benzoate has been investigated by re searchers at University
of Sheffield as a possible cause of DNA damage and hyperactivity. Other
substances have negative health effects, but are present in such small quantities
that they are unlikely to pose any substantial health risk provided that the
beverages are consumed only in moderation.
In 1998, the Center for Science in the Public Interest published a report titled
Liquid Candy: How Soft Drinks are Harming Americans' Health . The report
examined statistics relating to the increase in soft drink consumption and
claimed that consumption is "likely contributi ng to health problems." It also
criticized marketing efforts by soft drink companies.

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SOFT DRINKS FINAL PROJECT

From 1977 to 2002, Americans doubled their consumption of

sweetened beverages a trend that was paralleled by doubling the
prevalence of obesity. The consumption of sugar -sweetened
beverages is associated with weight and obesity, and changes in
consumption can help predict changes in weight. One study
followed 548 schoolchildren over 19 months and found that
changes in soft drink consumption were associated with changes
in body mass index (BMI). Each soft drink that a child added to
his or her daily consumption was accompanied by an increase in
BMI of 0.24 kg/m2. Similarly, an 8 -year study of 50,000 female
nurses compared women who went from drinking almost no soft
drinks to drinking more than one a day to women who went from
drinking more than one soft drink a day to drinking almost no
soft drinks.[17] The women who increased their consumption of
soft drinks gained 8.0 kg over the course of the study while the
women who decreased their consumption gained only 2.8 kg. In
each of these studies, the absolute number of soft drinks
consumed per day was also positively associated with weight
gain.
It remains possible that the correlation is due to a third factor:
people who lead unhealthy lifestyles might consume more soft
drinks. If so, then the association between soft drink
consumption and weight gain could reflect the consequences of
an unhealthy lifestyle rather than the consequences of
consuming soft drinks. Experimental evidence is needed to
definitively establish the causal role of soft drink consumption.
Reviews of the experimental evi dence suggest that soft drink
consumption does cause weight gain, but the effect is often small
except for overweight individuals.
Many of these experiments examined the influence of sugar -
sweetened soft drinks on weight gain in children and
adolescents. In one experiment, adolescents replaced sugar -
sweetened soft drinks in their diet with artificially sweetened
soft drinks that were sent to their homes over 25 weeks.

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SOFT DRINKS FINAL PROJECT

M o s t s o f t d r i n k s c o n t a i n h i g h c o n c e n tr a t i o n o f s i m p l e
c ar b o h y d r a te s : g l u c o s e , f r u c to s e , s u c r o s e an d o th e r s i m p l e
s u g ar s . O r a l b ac te r i a f e r m e n t c ar b o h y d r a te s an d p r o d u c e
a c i d , wh i c h d i s s o l v e s to o th e n a m e l d u r i n g th e d e n t a l d e c a y
p r o c e s s ; th u s , s we e te n e d d r i n k s ar e l i k e l y to i n c r e a s e r i s k of
d e n t a l c ar i e s . T h e r i s k i s g r e a te r if th e f r e q u e n c y of
c o n su m p ti o n i s h i g h . T h i s h a s l e d to d e n t i s ts r e f e r r i n g to s o f t
d r i n k s as " l i q u i d c h a i n s a ws " .
A l ar g e n u m b e r of s of t d r i n k s a r e ac i d i c , a n d s o m e m a y h av e a
p H o f 3 . 0 o r e v e n l o we r . D r i n k i n g ac i d i c d r i n k s o v e r a l o n g
p e r i o d of ti m e an d c o n ti n u o u s s i p p i n g c a n th e r ef o r e e r o d e th e
to o th e n a m e l . H o we v e r , u n d e r n o r m a l c o n d i ti o n s , s c i e n tif i c
e v i d e n c e i n d i c a te s C o c a - C o l a ' s a c i d i ty c a u s e s n o i m m e d i a te
h ar m . U s i n g a d r i n k i n g s tr a w i s o f te n ad v i s e d b y d e n ti s ts a s
th e d r i n k d o e s n o t c o m e i n to a s m u c h c o n t a c t wi th th e te e th . I t
h a s a l s o b e e n s u g g e s te d th a t b r u s h i n g te e th r i g h t af te r
d r i n k i n g s of t d r i n k s s h o u l d b e av o i d e d a s th i s c an r e s u l t i n
a d d i t i o n a l e r o s i o n to th e te e th d u e to th e p r e s e n c e of ac i d .

I n a me t a - an al ys i s o f 88 s t ud i e s, d r ink in g s o da c o r r el a t es wi t h
a d e c r ea s e in mi l k c ons u mp t i on a l o ng wi t h t h e v i t a min D,
v i t a min B6 , v i t a min B12 , c a l c i u m, p r o te in a nd o t h er
mi cr on u tr i en ts . P h os ph or us , a mi cr on u tr i en t, c a n b e f ou n d in
c o l a - ty pe b e ve r ag es , b u t t he r e may b e a r i s k in c o ns umin g t oo
mu c h. P h os ph or us a n d c al c i um a r e u s ed i n t h e b o dy t o c r e a te
c a l c iu m- p hos ph a t e, wh i c h i s t h e ma in c o mpon en t o f b on e.
Howev er , t h e c o mb in a t ion o f t o o mu c h p h os ph or us wit h t o o
l i t tl e c a l c i u m i n t h e b od y ca n l ea d t o a d e g en er a t ion o f b o ne
ma ss . Re s e ar c h s u gg e s ts a s t a t is t i c al l y s i g n if i c an t i n ver se
r el a t io nsh i p be t we en c ons ump t i on o f c ar bo n a te d b e ver ag e s an d
b on e mi n er al d e ns i ty i n y ou ng g i r l s, whi c h p l a c es t h e m a t
i n cr e as ed r i sk o f s u f fer in g fr a c t u r e s i n t h e f u t ur e.

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SOFT DRINKS FINAL PROJECT

On e hy p o th esi s t o e x pl a in t h i s r el a t i ons h i p i s t h a t t h e
p h os ph or i c a c id c o n t a ine d i n s ome s of t d r i nk s ( c ol as ) d is pl a c es
c a l c iu m f r om t h e b on es , l owe r ing b on e d ens i ty o f t h e s k el e t on
a n d l e a d in g to we a ken e d bo ne s, or o s t eo p or o s is . Howe v er ,
c a l c iu m me t a bo l is m s tu d i es b y Dr . Rob er t He a n ey su gge s t e d
t h a t t h e n e t e ff e c t o f c a r bona t e d so f t dr ink s, ( i n cl u d ing c o l a s,
wh i ch u s e p ho sp h or ic a c i d a s t h e a c i d l e n t) o n c a l c i um
e x cr e ti on i n u r in e was n eg l ig i bl e. He ane y c on cl u d ed t h a t
c a r bon a t ed sof t d r i nks , wh ic h d o n o t c on t a in t h e nu tr i en ts
n e ed e d f or b on e h e a l th, may d i s pl a c e o t he r f o o ds wh i ch d o,
a n d t h a t t h e r e a l i ss u e i s t ha t p e opl e who d r ink a l o t o f so f t
d r ink s al so t e n d t o h av e a n o v er al l d i e t t h a t i s l ow in
c a l c iu m. [ 49] I n t h e 1950s a n d 1960s t h er e we r e a t t e mp t s in
F r an ce a nd J ap a n t o b an t he s al e o f Co ca - Col a a s d ang er o us
s in c e p h os ph a te s c a n b l o c k ca l c i um a b s or p ti o n. Howev er , t h e se
wer e u ns u c ce ss f ul a s t h e a mo un t s o f p h os ph a t e we r e sh own t o
b e t oo smal l to h a ve a si gn i f ic a n t e f f ec t .

The USDA's recommended daily intake ( RDI) of added sugars is less than
10 teaspoons per day for a 2,000 -calorie diet. High caloric intake
contributes to obesity if not balanced with exercise, with a large amount of
exercise being required to offset even small but calorie -rich food and drinks.
Until 1985, most of the calories i n soft drinks came from sugar or corn
syrup. As of 2010, in the United States high-fructose corn syrup (HFCS) is
used nearly exclusively as a sweetener because of its lower cost, while in
Europe, sucrose dominates, because EU agricultural policies favor
production of sugar beets in Europe proper and sugarcane in the former
colonies over the production of corn. HFCS has been criticized as having a
number of detrimental effects on human health, such as promoting diabetes,
hyperactivity, hypertension, and a host of other problems. [53] Although
anecdotal evidence has been presented to support such claims, it is well
known that the human body brea ks sucrose down into glucose and fructose
before it is absorbed by the intestines. Simple sugars such as fructose are
14
SOFT DRINKS FINAL PROJECT

converted into the same intermediates as in glucose metabolism. However,

metabolism of fructose is extremely rapid and is initiated by fructokinase.
Fructokinase activity is not regulated by metabolism or hormones and
proceeds rapidly after intake of fruct ose. While the intermediates of fructose
metabolism are similar to those of glucose, the rates of formation are
excessive. This fact promotes fatty acid and triglyceride synthesis in the
liver, leading to accumulation of fat throughout the body and possibly non-
alcoholic fatty liver disease. Increased blood lipid levels also seem to follow
fructose ingestion over time. A sugar drink or high -sugar drink may refer to
any beverage consisting primarily of water and sugar (often cane sugar or
high-fructose corn syrup), including some soft drinks, some fruit juices , and
energy drinks.

In 2006, the United Kingdom Food Standards Agency published the

results of its survey of benzene levels in soft drinks, which tested
150 products and found that four contained benzene l evels above the
World Health Organization (WHO) guidelines for drinking water.
The United States Food and Drug Administration released its own test
results of several soft drinks containing benzoates and ascorbic or
erythorbic acid. Five tested drinks contai ned benzene levels above
the Environmental Protection Agency's recommended standard of 5 ppb.
The Environmental Working Group has uncovered additional FDA test
results that showed the following results: Of 24 samples of diet soda
tested between 1995 and 2001 for the presence of benzene, 19 (79%)
had amounts of benzene in excess of the federal tap water standard
of 5 ppb.

In 2003, the Delhi non -profit Centre for Science and Environment
published a disputed report finding pesticide levels in Coke and Pepsi
soft drinks sold in India at levels 30 times that considered safe by
the European Economic Commission. This was found in primarily 12
cold drink brands sold in and around New Delhi. The Indian Health
Minister said the CSE tests were inaccurate, and said that the
government's tests found pesticide levels within India's standards
but above EU standards.

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SOFT DRINKS FINAL PROJECT

A similar CSE report in August 2006 prompted many state

governments to have issued a ban of the sale of soft drinks in
schools. Kerala issued a complete ban on the sale or manufacture of
soft drinks altogether. (These were later struck down in court.) In
return, the soft drink companies like Coca -Cola and Pepsi have
issued ads in the media regarding the safety of consumption of the
drinks.
The UK-based Central Science Laboratory, commissioned by Coke,
found its products met EU standards in 2006. Coke and the University
of Michigan commissioned an independent study of its bottling plants
by The Energy and Resources Institute (TERI), which reported in
2008 no unsafe chemicals in the water supply used.

A study published in the Clinical Journal of the American

Society of Nephrology in 2013 concluded that consumption of
soft drinks was associated with a 23% higher risk of
developing kidney stones.

Government Regulations
Schools
In recent years, debate on whether high -calorie soft drink vending machines
should be allowed in schools has been on the rise. Opponents of the (soft
drink) vending machines believe that soft drinks are a significant
contributor to childhood obesity and tooth decay, and that allowing soft
drink sales in schools encourages children to believe they are safe to con sume
in moderate to large quantities. Opponents argue that schools have a
responsibility to look after the health of the children in their care, and that
allowing children easy access to soft drinks violates that responsibility.
Vending machine proponents believe that obesity is a complex issue and soft
drinks are not the only cause. They also note the immense amount of funding
that soft drink sales bring to schools. Some people take a more moderate
stance, saying that soft drink machines should be allowed in schools, but that
they should not be the only option available. They propose that when soft
drink vending machines are made available on school grounds, the schools

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SOFT DRINKS FINAL PROJECT

should be required to provide children with a choice of alternative drinks

(such as fruit juice, flavored water and milk) at a comparable price. Some
lawmakers debating the issue in different states have argued that parents —
not the government—should be responsible for children's beverage choices.
On May 3, 2006, the Alliance for a Healthier Generation , Cadbury
Schweppes, Coca-Cola, PepsiCo, and the American Beverage Association
announced new School Beverage Guidelines that will voluntarily remove
high-calorie soft drinks from all U.S. schools.
On 19 May 2006, the British Education Secretary , Alan Johnson, announced
new minimum nutrition standards for school food. Amongst a wide range of
measures, from September 2006, school lunches will be free from carbonated
drinks. Schools will also end the sale of junk food (including carbonated
drinks) in vending machines and tuck shops.

I n t h e U n i t e d S t a t e s a n d e l s e wh e r e , l e g i s l a t o r s , h e a l t h e x p e r t s
and consumer advocates are considering levying higher tax es on
the s ale of sof t drinks and other s weetened bever ages to help
curb the epidemic of obesity among Americans, and its harmf ul
imp act on overall he alth. Some speculate that higher taxes could
help reduce soda consumption. Others s ay that taxes could help
f und education to incre ase consumer awareness of the unhealthy
eff ects of excessive sof t drink consumption, and also help cover
cos ts of c ar in g f or conditions r esul tin g f rom o verconsu mp tion
In J anu ary 2013, a Br itish l obby group c al led f or the price of
sug ary f izzy drinks to be increased, with the money r aised (an
estimated £1 billion at 20p per liter) to be put to wards a
"Children's Future Fund", overseen by an independent body,
wh ich wo uld en cour ag e ch ildre n to e at he al th ily in school.

In March 2013, New York City's mayor Michael Bloomberg proposed to ban the
sale of non-diet soft drinks larger than 16 ounces, except in con venience stores
and supermarkets. A lawsuit against the ban was upheld by a state judge, who
voiced concerns that the ban was "fraught with arbitrary and capricious
consequences". Bloomberg announced that he would be appealing the verdict.

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SOFT DRINKS FINAL PROJECT

A glass of cola served with ice cubes Soft drinks displayed on grocery store shelves

Carbonated drinks

 Appletiser or Appletise
 Aquarias
 Barq's
 Coca-Cola
o Coca-Cola Relentless
o Coca-Cola With Orange
o New Coke
o Coca-Cola C2
 Coca-Cola Zero
 Sprite Zero
 Grapetiser
 Peartiser
 Vault (soft drink)
o Vault Red Blitz
 Leed
 Lilt

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SOFT DRINKS FINAL PROJECT

 Diet Coke
o Diet Coke with Lime
o Diet Coke Lemon
 Coke Lite
 Fanta
o Wild Strawberry Fanta
o Strawberry Fanta
o Tangerine
o Cream Soda
 Fresca
 Sprite
 Tab
o Tab Clear
o Coca Cola Black Cherry
 Thums Up
 Limca

 Mirinda

 Mountain Dew

o Diet Mountain Dew

o Caffeine Free Mountain Dew

o Mountain Dew Code Red

o Mountain Dew Live Wire

o Mountain Dew Baja Blast

o Mountain Dew Revolution (Discontinued)

o Mountain Dew Super Nova (Discontinued)

o Mountain Dew Voltage

o Mountain Dew Pitch Black (Discontinued)

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SOFT DRINKS FINAL PROJECT

o Mountain Dew Pitch Black II (Discontinued)

o MDX

o AMP Energy

 Mug Root Beer

 Pepsi

o Pepsi Cola

o Pepsi Max

o Pepsi Lime

o Pepsi Jazz Strawberries &Cream

o Pepsi Jazz Black Cherry & Vanilla

 Sierra Mist

 Diet Pepsi

 Duke's

 7-Up (all markets except US)

o Cherry 7Up

 7-Up (in US only)

 Canada Dry
 Crush (beverage)
 Dr Pepper Cherry Vanilla
 Gini
 Orangina (in North America Only)
 Sunkist

 Buffalo Rock Ginger Ale

 Dr. Wham
 Grapico

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SOFT DRINKS FINAL PROJECT

 Jolt Cola
 Kiwi Cola
 Mecca Cola
 Panda Cola
 Panda Pops (drinks brand)
 Sport Cola
 Virgin Vanilla Cola
 American Cola
 Planet Cola
 Topsia Cola
 Pop Cola (Philippines)
 Kola Shaler

 Cresta (soft drink)

 R.Whites (Britvic)
 Corona (soft drink)
 Larkspur (lemonade)
 Monster (energy drink)
 American cola
 Bubble up
 MAD DOG Energy Lemonade

 Britvic
o Tango (drink)
o Tango Clear
 Cariba (drink)
 Tropicana Tw!ster Soda
 Squirt
 Quatro

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SOFT DRINKS FINAL PROJECT

 Barr
o Irn Bru
o Tizer
 Tizer Fruitz
 Tizer "ItzRed" Colourz
 Bawls
 Carters Refreshing Root Beer
 Cool Mountain Beverages
 Cupido Drink, Italy
 Dr Brown's
 Fizz
 Freekee
 Kinnie
 Lucozade
 Monster Energy
 Peanuts (drink)
 Pocari Sweat
 Oronamin C Drink
 Red Bull
 Schweppes Tonic
 Sodastream

 Volvic

o Volvic Splash

o Volvic Revive

 Buxton

 Damavand

 Highland Spring

 Perrier

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SOFT DRINKS FINAL PROJECT

 Vittel

o Vittel Raspberry

 Voss (water)

 thirst cola

 Monster Moca

 Monster

 Amp

 Rockstar

 Big Buzz

 Double D'S

 Nestle

 Masafi

 Aqua Guard

 Nectar
 Aquafina
 Borsec
 Dorna

 Bellywashers
 Britvic
o J2O
 Copella
 Minute Maid
 Pomegreat
 T and T Jazz Berry Alternative Fruit Mix Drink
 Tropicana

 bottlegreen drinks
 Britvic
o Robinsons (drink)
o Robinsons For Milk
 Kia-Ora
 Ribena

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SOFT DRINKS FINAL PROJECT

 Alpro Soya Milk (for now see Alpro)

 Yazoo Chill
 Nestle Ski StopGap 24/7
 Nesquik
 Hyper Cow
 Marvel (milk)

 PG Tips (Unilever)
 Tetley
 Typhoo
 Yorkshire Tea

 Nescafe
 Maxwell House
 Chocolate
 Take One Chocolate Instantly

 AktaVite
 Ovaltine
 Horlicks
 Poopeis

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SOFT DRINKS FINAL PROJECT

MARKET ANALYSIS AND IDENTIFICATION

OF MARKET OPPORTUNITIES
Companies in the soft drink manufacturing industry are facing intense
competition from the domestic and foreign brands, resulting in rising
promotional costs and sinking profit margins. The consumers are going
for real “value” for their money, choosing drinks with better health
value. current ban on sales of carbonates shows in the trend analysis
given below:- {draw: frame} COMPANY GROWTH RATE Our company has
shown a declining growth rate due to change in value perception and
behavioral differences of consumers due to governmental bans all over
the country. A public clarification would help us change the consumer
perception. We need to make our core value based products to be fresh
and relevant. We also need to sharpen our focus in this industry for
maximum effect. {Draw: frame} The trends of our own product
offerings in the market are shown in the graph as below. Here we can
notice a declining trend. {Draw: frame} This declining trend can also
be seen as a loss of our market segment to healthier drink options like
fruit juices and water .It is quite evident in the graph given below:-
{draw: frame} High sales volume in the water drinking segment and
health juice segment shows that customer want better value and their
perception is based on the changes in the microenvironment brought
about by our competitors. There is a possibility of high “customer
churn” in the future as our company’s sales decline. A 5 percent
reduction in the customer defection rate can increase profits by 25
percent to 85 percent. According to the expectancy value model we need
to look into altering the beliefs about our brand which is affected by
physical risk perceptions. Here we are seeing intense segment rivalry
in our range of products. Also there is lower entry barrier. The
company’s point of view needs to be visible on active information
search.

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SOFT DRINKS FINAL PROJECT

Soft drink industry is very profitable, more so for the concentrate producers than the
bottler’s. This is surprising considering the fact that product sold is a commodity which
can even be produced easily. There are several reasons for this, using the five forces
analysis we can clearly demonstrate how each force contributes the profitability of the
industry.

The several factors that make it very difficult for the competition to enter the soft drink market
include: Bottling Network: Both Coke and PepsiCo have franchisee agreements with their existing
bottler’s that have rights in a certain geographic area in perpetuity. These agreements prohibit
bottler’s from taking on new competing brands for similar products. Also with the recent
consolidation among the bottler’s and the backward integration with both Coke and Pepsi buying
significant percent of bottling companies, it is very difficult for a firm entering to find bottler’s
willing to distribute their product. The other approach to try and build their bottling plants would be
very capital-intensive effort with new efficient plant capital requirements in 1998 being $75 million.

The advertising and marketing spend (Case Exhibit 5 & 6) in the industry is in 2000 was
around $ 2.6 billion (0.40 per case * 6.6 billion cases) mainly by Coke, Pepsi and their
bottler’s. The average advertisement spending per point of market share in 2000 was 8.3
million (Exhibit 2). This makes it extremely difficult for an entrant to compete with the
incumbents and gain any visibility.

Coke and Pepsi have a long history of heavy advertising and this has earned them huge
amount of brand equity and loyal customer’s all over the world. This makes it virtually
impossible for a new entrant to match this scale in this market place.

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SOFT DRINKS FINAL PROJECT

WHAT IS A MARKETING MIX?

It is a set of controllable tactical marketing tools - product, price, place & promotion - that the firm
blends to produce the response it wants in the target market.

THE FOUR PS OF THE MKT’S MIX

PRODUCT
PRICE
Product Variety
List Price
Quality
MRP
Designs
TARGET Discounts
Features
CUSTOMERS Allowances
Brand name
INTENDED Pay Period
Packaging
POSITIONING CR Terms
PLACE
Sizes
Channels
Services
PROMOTION Coverage
Warranties
Advertising Assortments
Returns
Personal Selling Locations
Sales Promotion Transportation
Public Relation Logistics
Effective marketing would be blending the marketing mix elements into a coordinated
programme designed to achieve the company’s marketing objective by delivering value to
consumers. Cola - Cola has always worked upon their marketing mix tools since its entry
into India and Coke’s objective has been to strengthen their brand in important segments
of the market and to gain a competitive edge over Pepsi brands.

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SOFT DRINKS FINAL PROJECT

MARKETING MIX OF COKE

a) PRODUCT

Coke was launched in India in Agra, October 24, in '93', soon after its traditional
all Indian launch of its Cola. at the sparking new bottling plants at Hathra, near
Agra. Coke was back with a bang after its exit in 1977. Coke was planning to
launch in next summer the orange drink, Fanta-with the clear lemon drink,
sprite, following later in the year. Coke already owns more brands than it will
over need, since it has bought out Ramesh Chauhan. Coke just needs to juggle
these brands around dextrously to meet its objectives, to ensure that Pepsi does
not gain market share in the process. For if a vacuum develops, it is Pepsi which
has the brand muscle and the distribution network to grab customers today-not
Coke. But Coke could not reduce its marketing support for Thums Up until its
own Cola would hit the four major metros (Delhi. Bombay, Calcutta and Madras)
Therefore, Coke had to give its existing levels of support for Parle's brands and
would push Thums Up and Limca. Coke has plans to' use quality and hygiene as
USPs. Their aim seems to be to expand market by market, Learning from their
mistakes. In, 1998 Coke's product line includes Coca-Cola, Thums Up, Fanta, Gold
Spot, Maaza, Citra, Sprite, Bisleri Club Soda and Diet Coke.

PACKAGING Coca-Cola India Limited (CCIL) has bottled its Cola drink in
different sizes and different packaging i.e., 200 ml bottle, 300 ml. Bottle, 330 ml.
Cans, 500 ml. Bottle fountain Pepsi, and bottles of 1 and 1.5 ltr

PRODUCT POSITIONING: One important thing must be noticed that Thums Up

is a strong brand in western and southern India, while Coca Cola is strong in
Northern and Eastern India. With volumes of Thums Up being low in the capital,
there are likely chances of Coca Cola slashing the prices of Thums Up to Rs. 5 and
continue to sell Coca Cola at the same rate. Analysts feel that this strategy may
help Coke since it has 2 Cola brands in comparison to Pepsi which has just one.
Thums Up accounts for 40% of Coca Cola company's turn over, followed by Coca
Cola which has a 23% share and Limca which accounts for 17% of the turn over of
the company. (Thums up being the local drink, its share in the market is intact,
forcing the company to service the brand, as it did last year Mr. Donald short
CEO, Coca Cola India, said that, " we will be absolutely comfortable if Thums Up is
No. 1 brand for us in India in the year 2005.

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SOFT DRINKS FINAL PROJECT

MARKETING MIX OF COCA-COLA Firstly, we will look at how Coca-Cola has

used their marketing mix. The marketing mix is divided up into 4 parts;
product, price, promotions and place.

1. Product:
The product (Coca-Cola soft drink) includes not just the liquid inside but also the
packaging. On the product-service continuum we see that a soft drink provides
little service, apart from the convenience. Soft drinks satisfy the need of thirst.
However, people are always different, some want more and others want less.
Therefore Coca-Cola has made allowances for that by providing many sizes. We
also have particular tastes, and again they have provided several options. So,
although thirst is what is needed to be satisfied and that is the core benefit, we
are receiving other benefits in the taste and size. Coca-Cola has developed several
different flavours and sizes as mentioned above, but also several brands such as
Sprite, Lift, Fanta and Diet Coke which increase the product line length, thus
making full use of the market to maximize sales. The product is convenient, that
is - bought frequently, immediately, and with a minimum of comparison and
buying effort. The quality of the soft drink is needed to be regularly high. Sealed
caps ensure that none of the "fizz" is lost. The bottles are light, with flexible
packaging, so they won't crack or leak, and are not too heavy to casually walk
around with. The cans are also light and safe.

The product range of Coca-Cola includes:

 Coca-Cola,
 Coca-Cola classic,
 caffeine free Coca-Cola,
 diet Coke
 caffeine free diet Coke,
 diet Coke with lemon
 Vanilla Coke,
 diet Vanilla Coke,
 Cherry Coke,
 diet Cherry Coke,
 Fanta brand soft drinks,
 Sprite,
 diet Sprite

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SOFT DRINKS FINAL PROJECT

2. Price:
Like any company who has successfully endured a century of existence, Coca-
Cola has had to remain tremendously fluent with their pricing strategy. They
have had the privilege of a worthy competitor constantly driving them to be
smarter, faster, and better. A quote from Pepsi Co's CEO "The more successful
they are, the sharper we have to be. If the Coca-Cola Company didn't exist, we'd
pray for someone to invent them." states it simply. The relationship between Coca-
Cola & Pepsi is a healthy one that each corporation has learned to appreciate.

In order to grab market share Pepsi began to drop prices (even with summer
approaching, which was contrary to policy in America). Shortly thereafter, Coca-
Cola decided to drop their prices slightly, but focused on the reduced price point
of their 200mL container. Coca-Cola products would appear, on the shelf, to have
the most expensive range of soft drinks common to supermarkets, at almost
double the cost of no name brands. In India, the average income of a rural
worker is Rs.500 a month. Coca Cola launched a 200 ml bottle for just Rs.5, an
affordable amount on the pockets of the rural audience.

3. Place:
Coca-Cola entered foreign markets in various ways. The most common modes of
entry are direct exporting, licensing and franchising. Besides beverages and their
special syrups, Coca-Cola also directly exports its merchandise to overseas
distributors and companies. Other than exporting, the company markets
internationally by licensing bottlers around the world and supplying them with
the syrup needed to produce the product. There are different types of franchising.
The type that is used by Coca-Cola Company is manufacturer-sponsored
wholesaler franchise system. Coca Cola has managed their company’s marketing
and sales strategy within channels. Have you ever considered the significance of
the Coke vending machine to the success and profitability of the Coca Cola
Company? This channel is direct to consumer and vending machines often have
little to no competition and no trade or price promotions.

The Coke Company operates three primary delivery systems for its business
channels:

 Bulk delivery for the channels of large Supermarkets, Mass Merchandisers

and Club stores;

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SOFT DRINKS FINAL PROJECT

 For smaller channels Coke does advanced sale delivery for convenience
stores, drug stores, small supermarkets and on-premise fountain accounts.

 Full service delivery for its full service vending customers.

Key Channel Listing

Supermarkets

Convenience Stores

Fast Food

Petroleum Retailers

Chain Drug Stores

Hotels/Motels/Resorts

Mass Merchan-disers

U.S. DOD Military Resale retail commands: AAFES, NAVRESSO and

DECA
 Vending
PROMOTION STRATEGIES

GETTING SHELVES

They get or purchase shelves in big departmental stores and display their
products in that shelves in that style which show their product more clear and
more attractive for the consumers.

SALE PROMOTION: Company also do sponsorships with different college and

school’s cafes and sponsors their sports events and other extra curriculum
activities for getting market share.

UTC SCHEME

UTC mean under the crown scheme, Coca Cola often do this type of scheme and
they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash
prizes etc. This scheme is very much popular among children.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

1. Direct selling

2. Indirect selling

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SOFT DRINKS FINAL PROJECT

Direct Selling: IN direct selling they supply their products in shops by using their
own transports. They have almost 450 vehicles to supply their bottles. In this type
of selling company have more profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very
difficult for them to cover all area of Pakistan by their own so they have so many
whole sellers and agencies to assure their customers for availability of Coca Cola
products.

FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided

infrastructure these includes:

 Vizi cooler
 Freezers
 Display racks
 Free empty bottles and shells for bottles
ADVERTISEMENT

Coca Cola Company use different mediums

 Print media
 Pos material
 Tv commercial
 Billboards and holdings

PRINT MEDIA

They often use print media for advertisement. They have a separate department
for print media.

POS Material

Pos material mean point of sale material this includes: posters and stickers
display in the stores and in different areas.

TV COMMERCIALS

As everybody know that TV is a most common entertaining medium so TV

commercials is one of the most attractive way of doing advertisement. So Coca
Cola Company does regular TV commercials on different channels.

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SOFT DRINKS FINAL PROJECT

RESEARCH OBJECTIVE

1. To study the marketing strategies adopted by Coca-Cola

2. To study the advertising effectiveness Coca-Cola on customer
3. To analyze the awareness of consumer regarding Coca Cola.
4. To help the company for further changes in the quality, pricing, and
policies.
Research design

The Research available is descriptive so as to describe the complete qualities of

juices available in market.

Sources of Data collection: To do a research always we use two sources of data

collection. Primary and secondary.

Primary Source:

It is the source which collects the primary data through Questionnaire and record
the raw data for further analysis, Primary source is used by the face-to-face
survey with the customers of the company.

Secondary Source:

Secondary source is the internet, magazines, and old data files of the research.

Sampling Technique

The sampling technique which has been used in this research is simple Random
sampling. This has been used in order to simplify the process of sample collection
and to use our own wisdom and parameters in relation to selection of sample.

Sample size: 50

Sample Area: MAHAGAMA

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SOFT DRINKS FINAL PROJECT

1. Have you ever tried the product (Coca-Cola)?

a) Yes
b) No
2. Gender

a) Male
b) Female
3. How old are you?

a) Below 10
b) 10-19
c) 20-35
d) 36-50
e) 51 & Above
4. Do you enjoy the product?

a) Yes
b) No
c) It's not bad
5. What brand would you say is more popular among the public?

a) Coca-Cola
b) Pepsi
c) Other
6. Do you enjoy Coca Colas advertisements on TV?

a) I really like them

b) They good but nothing special
c) Not bad
d) I don't enjoy them
7. Do you think the price for a can of Coca Cola is cheap or expensive?

a) Cheap
b) Slightly over priced
c) Expensive

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SOFT DRINKS FINAL PROJECT

8. If you were to see the Coca Cola logo somewhere would you recognize it?

a) Yes
b) No
9. How often do you buy the product?

a) Never
b) Once/few times a year
c) Few times a month
d) Few times a week
e) Everyday
10. Where do you buy Coca-Cola products the most?

a) Super Markets
b) General stores
c) Restaurants (McDonald's, Subway, KFC etc)

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http://en.wikipedia.org/wiki/Soft_drink

State Laws & Regulations Governing Beverage Sales in Schools

"Beverage group: Pull soda from primary schools",

"After soda ban nutritionists say more can be done", Boston Globe,

"Critics Say Soda Policy for Schools Lacks Teeth New York Times,

"Soft Drinks in Schools", American Academy of Pediatrics,

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