MBA Project Synopsis / Proposal

Project Proposal

On

“The brand loyalty of the carbonated drinks”

Prepared by Mr. Atanu Maity

Roll No : 000-0000000

XXXX XXXX University

For Project Report of this project email at

info@readymadeproject.com

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Table of Content

INTRODUCTION:......................................................................................................3
OBJECTIVES:.............................................................................................................4
HYPOTHESIS:............................................................................................................4
METHODOLOGY:.....................................................................................................5
PRIMARY DATA:......................................................................................................5
SECONDARY DATA:................................................................................................5
BIBLIOGRAPHY: ......................................................................................................5

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The brand loyalty of the carbonated drinks

INTRODUCTION:

The current scenario of the carbonated drinks market is behaving the way it has
all to do with a duopoly situation. A duopoly is a competitive situation where there
are two competitors, normally of roughly equal size. Although in every place they
have local competitors and there is a huge unorganized flavoured water market.
Yet again, packaged water is also a competitor to the cola brands and in this
category neither of the two cola companies are market leaders. However, as far
as the carbonated drinks are concerned there are only two brands, Coke and
Pepsi. Therefore, we can safely say that this condition does qualify to be a near
duopoly situation and thus there is such intense competition. Unless, the two
parties in a duopoly collaborate with each other, which is certainly not the case in
the cola market worldwide or in India, this battle is not going to slow down even a
bit! Rather, it would grow stronger with every passing day. In a situation like this it
is very interesting to observe marketing strategies in general and Product &
Pricing strategies in specific of the players, merely because the action of one
player is bound to invite similar reaction from the other. As if, the third law of
Newton, that “every action has an equal and opposite reaction”, can’t fit better in
any other situation!

Current trends lean towards producing variations of established brands rather

than launching completely new products. There is a strong trend towards
targeting consumers more specifically — sports enthusiasts, young children,
fashion-conscious teenagers, health-conscious older adults and so forth.

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OBJECTIVES:
1. To study the faithfulness of the consumers towards the branded
carbonated drinks.

2. To study and analyze the market of carbonated drinks.

3. To perform a discriminant analysis to build a model for grouping the

customers as either brand loyal or non loyal customers.

HYPOTHESIS:
1. Consumers drink branded carbonated drink.

2. Consumer wanted always wants to drink a particular brands carbonated

drink.

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METHODOLOGY:
Study is going to be conducted in the district of Mumbai in Maharashtra.

PRIMARY DATA:
A questionnaire survey will be conducted for the purpose of the study. The study
is based on primary as well as secondary data. Primary data will be collected
from a sample of 75 respondents of Mumbai district chosen using non-probability
judgment sampling and using a structured questionnaire.

SECONDARY DATA:
Secondary data is the data, which is already in existence. It will be collected
mainly through internet and some help will also be taken from books and articles.
Secondary sources of data will include publication of Self Help Groups, Journals
and Periodicals.

BIBLIOGRAPHY:

1. http://www.scribd.com/doc/3337986/The-Carbonated-Drinks-Industry-in-
Ind

2. http://www.researchandmarkets.com/reports/63368/63368.htm

3. www.mcafee.cc/Classes/BEM106/Papers/UTexas/2003/Pepsi.pdf

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