Project report on marketing analysis of coca cola by nirmal palaDocument Transcript
I ________________ student MBA here by declared that the research
report entitled ‘Market Analysis & Sales Analysis Of New Product Of
Coca – Cola With Their Competitive Brand” is completed and
submitted is my original work. The imperial finding in this report is
based on the data collected by me.
Project studies constitute the backbone of my management education
programme and help a lot to my studies market if a proper attempt is
made on the part of the students of MBA who required undergo practical
exposure in an industry.
For the same I got opportunity to do the project on "MARKET ANALYSIS
& SALES ANALYSIS OF NEW PRODUCT OF COCA – COLA WITH THEIR
This project is mainly based on in - depth study on bank's prospects and
present relationship with prospective customers.
I have placed in my best efforts in making this report a satisfaction but
still I'll welcome any suggestion for improving the same.
Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola
dominated the Americans soft drinks industry. Pepsi-Cola was a drink
costing less to manufacturers and with a less satisfactory taste than
During the Second World War Pepsi and Coke, both of them
enjoyed a huge sale. After the war the Pepsi sales started to fall
relatively to Coke. The factors which were responsible for the decline
in Pepsi sales were poor image, poor task force, poor quality control
and dull packaging.
It was a momentous day when Coca-Cola staged its reliance in
India. Coca-Cola was relaunched again in India in Sep. 1993 at
Hathras near Ghaziabad, where the first bottling facility of Coca-Cola
in India was switched on. The Indian people welcomed the comeback
of their most loved cola in the country with great enthusiasm and
vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports
Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza,
In 2000, the company opened a new bottling plant at Dasna in
Ghaziabad distt. For the supply of 300 ml Bottle and 1.5 liter Bottles.
This plant is more settled equipped than the plant at Najibabad.
and Other Intangible Assets, "and other charges/ gains. Worldwide unit
case volume increased 4 percent in the first quarter, reflecting 3 percent
volume growth in North America and 4 percent internationally.
The beverage industry has not been immune to the week global
macroeconomic environment that has impacted many business sectors.
In addition to these factors, the beverage industry, including the
Company, was adversely affected by short-term external factors,
including a slowdown in "away from home" consumption caused by the
war in Iraq, a lengthy national strike in Venezuela, a change in deposit
laws in Germany, and a shift in the timing of the Easter holiday.
Doug Daft, chairman and chief executive officer, said, "The results of the
Coca-Cola Company are always driven by the operational, financial and
brand strengths of our entire system in our markets. Given the current
volatile worldwide environment, our management team has continued to
carefully monitor worldwide events and respond rapidly and effectively.
We have enhanced productivity and cost efficiencies. We are also
targeting our resources to the markets of greatest opportunity and
stability, while taking all necessary steps to protect our business in more
"Throughout the quarter, we achieved share gains as our system
successfully responded to and managed worldwide challenges and
opportunities with flexibility, speed and professionalism. Looking ahead,
we are confident our results will improve during the year as we move
beyond the short-term external factors that impacted this quarter".
Unit case growth was 3 percent for the first quarter, driven by solid
performance in the Retail Division, offset by a decline in the
Foodservice and Hospitality Division.
The overall industry growth was negatively impacted by the timing of
the Easter holiday, poor weather conditions, and weaker traffic in
restaurants, hotels and leisure channels. Despite these factors, the
Coca-Cola system remained focused on local execution, resulting in
growth that outpaced the total nonalcoholic ready-to-drink industry,
including share position improvements in the major beverage
Results during the quarter were fueled by over 2 percent growth in
Trademark Coca-Cola in the Retail Division, driven by innovation and
strong performance from Vanilla Coke, diet Vanilla Coke, diet Coke
and the continued expansion of the Fridge Pack.
Noncarbonated beverages continued strong growth led by 22 percent
growth in Dasani, 16 percent growth in Powerade and continued
strong double-digit growth from Minute Maid Lemonades. Unit case
volume also benefited from last year's strategic transactions involving
Evain and the Danone water brands.
Unit case volume increased 5 percent in the first quarter, led by strong
growth in Mexico and improving trends in Argentina, partially offset
by the general strike in Veneuela.
In Venezuela, the Company's operations were shut down during the
general strike that lasted throughout the month of January and most of
February. As a result, operating income and equity income were
negatively affected by the strike. Further, the situation reduced the
Company's unit case growth rate for all of Latin America by more
than I point in the first quarter. Full distribution was restored across all
channels and outlets during the month of March and should continue
for the remainder of the year.
Maxico unit case volume grew 14 percent in the quarter driven by
strong performance from Fanta and Lift, the continued expansion of
the Company's non-carbonated beverage business, the launch of the
Real campaign, and the introduction of several packaging initiatives to
drive system profitability. In the fast-growing water category, the
Company is benefiting from natinoal marketing programs behind Ciel,
the continued expansion of single-serve water packages, ad the
inclusion of the Risco water brand.
In Argentina, unit case volume grew 7 percent in the first quarter,
reflecting the Company's long-term strategy of investing in the
country during last year's economic crisis. Further, as a result of a
strong emphasis on refillable packages, brand Coca-Cola share of
sales has increased 2 points versus the prior year first quarter.
Unit case volume growth of 3 percent in the quarter, cycling 11
percent growth in the first quarter of 2003.
The Southern and East Africa Division continues to generate solid
growth while parts East Africa have been negatively impacted by the
challenging operating environment. Despite the environment across
North Africa, The Company has gained share across the region.
The Coca-Cola Real campaign has been introduced in South Africa
and Nigeria and is Currently being rolled out across the rest of Africa.
As a result, in Sourth Africa, Trademark Coca-Cola grew 5 percent in
the quarter. In Addition, the company is continuing the introduction
and expansion of juice and juice drinks and water in key markets.
Throughout Africa, the Company continues to invest and focus on
business fundamentals to drive profitable volume for the system.
These initiates include new cold outlet creation, improvements in
market execution and availability and affordable packaging.
During the first quarter of 2004, the Company initiated steps to streamline
and simplify its operations, primarily in North America and Germany.
In North America, the Company is integrating the operations of its three
separate North American business units - Coca-Cola
Erfrischungsgetraenke AG (CCEAG) is taking steps to improve its
efficiency in sales, distribution and manufacturing.
A 100 YEARS OF THE CURVY GLASS BOTTLE
Coca-Cola Company marks a mile stone on Wednesday, 24th March
1899 Chattanooga; Tenn where its first bottling plant was started 100
year ago by two men struck one of the most lucrative business deals in
US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola
Company owner Asia Candler a dollar for the right to bottle soft drinks in
1899. Today I billion soft drinks are sold each day in more than 200
countries around the world.
Candler had purchase what would become the Cola Company for $2,300
eight years earlier from John Pemberton, an Atlanta Phamacist who
astonished the world. Candler thought the bottling Venture would never
succeed, but he signed the contract with White Head And Thomas and
way, "and the rest is history", Bob Lovell, vice president of marketing for
Coca-Cola bottling company, United Inc., said in telephone interview
Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a
Pineapple beverages, from bottles while he was stationed in Cuba during
Spanish American War. When he returned to Chattanooga, he decided to
pitch the idea of bottle soft drinks to coke, which was then sold only as a
"It occurred to him that Coca-Cola in bottles would be very popular",
Lovell said, "Mr. Candler did not see any future in it because the
containers were not sound, but that's how it all came about. "Thomas and
another in Atlanta in 1900. The unique taste of cola was an outstanding
success. Over the next two decade the number of plants crossed 1000. In
a bit to difference the prodect, the company adopted 6.5 ounce, pale green
countor bottle designed by the root glass company of Terri Haute,
Indiana. Today it is an intrinsic part of the brand.
The company broadened its horizons when Robert Woodruff the son of a
banker who acquired to Company for $25 million in 1919, assumed
charge in 1923. He began by ungrading bottling operations, brought in
innovations like a six-bottle carry home carton, and gear up advertising
support. It was under Wood Ruff that the brand. Known affectionately as
coke by now associated it self with sportive events. By the early 1940's
the brand was selling as the "real thing" to set it self apart from "me to"
As a time went by the company brought out some new aerated drinks.
The first one "Fanta" appeared in the selves in 1960.
Its birth was an accident, the company's German name is an attempt to
produce Coca-Cola without some key ingredients, turned out into an
orange flavored drink instead. its strategists who feared the dependence
on just one put a cap on growth welcomed it. While Fanta was being
rolled out the company bought minute made cosrp. Which in 1967 was
combined with Duncan foods to pave way for the Coca-Cola foods.
Several beverages followed the most notable being 'sprite', a lemon drink
developed in the late 1950 and formally launched in 1961.
Coca-Cola had diversified the company into businesses and it even had a
steam generator and boi8ler making division. Robert C Goizueta, Cuban
The Coca - Cola Company
The Coca - Cola Company is the world's largest beverage company.
Along with Coca - Cola, recognized as the world's best - known brand,
The Coca - Cola Company markets four of the world's top five soft drink
brands, including diet Coke, Fanta and Sprite, and a wide range of other
beverages, including diet and light soft drinks, waters, juices and juice
drinks, teas, coffees and sports drinks. Though the world's largest
distribution system, consumers in more than 200 countries enjoy The
Coca - Cola Company's products at a rate exceeding 1 billion servings
each day. For more information about the Coca - Cola Company, please
visit our website at http: // www. coca- cola.com/.
Forward - Looking Statements
This press release may contain statements, estimates or projections that
constitute "forward - looking statements" as defined under U.S. federal
securities laws. Generally, the words "believe," "expect," "intend,"
"estimate," "anticipate," "Project," "will" and similar expressions identify
forward - looking statements, which generally are not historical in nature.
Forward - looking statements are subject to certain risks and uncertainties
that could cause actual results to differ materially from The Coca - Cola
Company's historical experience and our present expectations or
projections. These risks include, but are not limited to, changes in
economic and political conditions, changes in the non - alcoholic
beverages business environment, including actions of competitors and
changes in consumer preferences; product boycotts; foreign currency and
interest rate fluctuations; adverse weather conditions; the effectiveness of
our advertising and marketing programs; fluctuations in the cost and
availability of raw materials; our ability to achieve earnings forecasts;
regulatory and legal changes; our ability to penetrate developing and
R.G.M. : Regional General Manager
A.G.M. : Area General Manager
I.SM. : Information System Manager
F.M. : Finance Manager
S.M. : Sales Manager
P.M. : Production Manager
H.R.M. : Human Resource Manager
A.S.M. : Area Sales Manager
M.O.E. : Marketing Operation Executive
C.D.E. : Cold Drink Executive
S.E. : Sales Executive
The 360 degree marketing communication plan for the brand will involve
road shows including extensive experiential sampling sessions in
markets, offices, malls and colleges.
Further, a TV commercial featuring Genelia and the ‘Go Bite’
proposition of the Fanta Apple brand will be aired starting first week of
November, 2008 on all the leading channels in the south. The entire brand
campaign has been developed and executed by Ogilvy & Mather, Delhi.
Ready Syrup T.T. Water CO2++
Soft Drink is Ready
(Washing Soft Water)
Clean Bottles Clean Bottles+
Bottled Soft Drink
Printing Date and Price
Third Light Inspection
The Soft Drink is Ready FINAL PRODUCT
COCA-COLA ANCHOR BOTTLERS
One of the driving forces behind coke's bottling system are that is
anchored by 10 strategically signed business partners of the Coca-Cola
Company, the anchor bottlers.
Anchor bottlers are a group of select companies throughout the Coca-
Cola system that are distinguished by-
A pursuit of the same strategies aims as the Coca-Cola Company in
the development of the non-alcoholic beverage business.
A commitment to long term growth.
Equity position by the Coca-Cola system.
Service to a large, geographically divers area.
Sufficient financial resources to make long -term investments.
Management expertise and depth.
More than a billion times everyday, thirsty people around the world reach
for Coca-Cola products for refreshment. They deserve the highest quality-
every time. Our promise to deliver that quality is the most important
promise we make. And it involves a worldwide, yet distinctively local,
network of bottling partners, suppliers, distributors and retailers whose
success is paramount to our own. Our investment in local communities in
over 200 countries totals billions of dollars in jobs, facilities, marketing,
the purchase of local goods and services, ands local business partnerships,
always and everywhere, we pursue continuous innovation in the products
we offer, the processes we use to make them, the packages we develop
and the ways we bring them to market.
The biggest and perhaps the only serious for the coca-cola
worldwide has an already been Pepsi. In India, as per as the Cola segment
is concerned the with the biggest competition to coke comes from its
brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading
brand of Parley product, was acquired by Coca-Cola just over a year ago
to bolster its market share in India. Today, Thums-up along with coke,
the leading brand of the Coca-Cola Company, other still competition to
Pepsi, which despite this stiff competition is still by far the single most
popular Cola drink in India
With both the companies being backed fully by the parent concerns
based in the united state, the fight to become the dominant player in the
huge Indian Soft drink market continues unabated. Aggressive ad
campaign's, sale-promotion, schemes for retailers are just some of the
strategies being adopted by the two companies to outwit each other and
grab and large share of the market.
In the Cola segment, which occupies by far the largest chunk of the
soft drink market in India, the market share of Coke is 60%while the
market share of Thums-up is 32.16%. The market share of Coke in this
Cola Segment is 27.84%. The remaining market share is occupied by the
other brands, which constitute about 14% of the Cola market share.
So Coca-Cola with its two brand clubbed together i.e. Thums-up +
Coke occupies a combined market share of 60% (32.16% + 27.84%)
Pepsi Co. Inc. was founded in the year 1965. Major products of the new
company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the
Indian market in 1992 and now is the market leader with a market share
of 26.5 percent in the cola segment. Pepsi is in between the two of it's
closet competitors as far as marketing strategies are concerned. Pepsi is
an international drink with Indian imagery in it's communication
Traditional focus of Pepsi has been on the early teenager with a gender
skew more to the female.
Pepsi is by far the more aggressive player in the market. With in your
face advertising continuous event marketing targeting the new generation
and eye catching merchandising. It's got its selling strategy well mapped
The company has always been innovating it's ad campaigns which has
helped the company to get top of the mind recall. From "The choice of
the new generation" to the "Freedom" campaign the company has been
able to Indianise the brand. With the help of promotional schemes Pepsi
has managed to keep the brand alive and has not let it become old. During
1995 the total ad spent by the company was Rs. 6.98 crore only on
television Pepsi has set aside Rs. 8 crore for its advertising programme in
the run up to and during the cricket world cup.
fetch the bigger portion of aerated soft drink market. Both consider India
a huge potential market, as per capita consumption here is a mere 3
serving annually against the world average of 80. Therefore, they are
putting in their best efforts to woo the Indian consumer who has to work
for 1.5 hours to buy a bottle of soft drink. In comparison to the
international norms minutes, a major hurdle to cross over for both the
athletes for getting No. 1 position comparison tot he inter. Coca-Cola is
well set with its 53 bottling sites through out the country giving tit an
edge over competition by processing a well-built bottling and distribution
set-up. On the other hand, Pepsi, with two more years in India, has been
able to set an image of a winner in India and has been able to get the
pulse of the India soft drink market. The soft drink giants are leaving on
stone unturned and her for the long terms.
Coca-Cola has been penetrating the market through its wide product
range with a determination to change consumption pattern of soft drink in
India. Firstly, they upgraded the whole industry by introduction 300 ml
bottles, which in turn had given the industry a booming growth of 20% as
compared to the earlier 5%. They want to develop a coca culture here and
are working on a strategy to offer soft drink in every possible package. In
Coca-Cola camp, the idea of competition has not come from Pepsi, but
from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi
is quite aggressive in its approach to Indian Consumer. They are
desperately working on the strategy to be winners in the hot cola war
between two big barons. According to Pepsi philosophy, it's the madness
that encourages executive to think, to conjure up those creative tactics to
knock the fizz out their competition. Pepsi had plumbed a large on the
visibility of its blue red and white logo. They have been going with
aggressive marketing by putting Sachin Tendulkar, Akshay Kumar and
COCA-COLA V/s PEPSI
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Crores Rs. 300 Crores
Number of Employee 140 2400
Number of owned bottling Plants 9 11
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6
Overall volume of Coca-Cola products have increased by 40% whereas
the industry growth rate is 20%. Last year total sale of soft drink Industry
in India was approximately 170 million crates. Out of these around 60%
was of Cola and other 40% was of non-Cola Brands.
Prof. Neil H Barden defines marketing mix as 'the appointment of effort,
the combination, the designing and integration of the elements of the
marketing into a programme of mix which will best achieve the objective
of the enterprise at the give time."
Marketing mix is the set of marketing tools that the firm uses to pursue its
marketing objective of in the target market. The marketing problems are
1. By utilizing the important forces emanating from the marketing
operation of an enterprise.
2. By adopting producer & for an efficient marketing programme.
ELEMENTS OF MARKETING MIX
The marketing mix denotes a combination of various elements
which in their totally constitute affirms marketing system. McCarthy
popularized a four factor classification of the se tools called the four P"s,
product, price, place promotion.
DISTRIBUTION IN THE COCA-COLA SYSTEM
Getting Products to Market
One of the value of the coca-cola system is presence that coca-cola
should exist everywhere. In the words of former CEO-India operations -
Richard Nichoilas, "Our goal is to have coke available within an
arm's reach of desire". To fulfill this gool, coca-cola not only produces
products, but also has an effective systems to distribute them all over
Distribution Sales + Delivery + Merchandising + Local Account
Distribution of Coke's products includes the activities of sales, delivery
merchandizing and local accounts management. These are two major
types of distribution systems.
(i) Direct and Indirect
In direct distribution, the bottler partner direct control over the
activities of sales, delivery, merchandizing and local account
In indirect distribution, an organization which is not a part of the
coca-cola system has control of one or more of the distribution
elements (Sales, Merchandizing and local accounts managements).
With Direct distribution there are two types of sales:-
Post Mix / Pre Mix
India's Relationship with Coca-Cola
Just after independence, the Maharaja of Patiala oversaw his coca-Cola-
Cola hoarding from his huge, ornate palace, Coca-Cola export
representative Frank Harrold, was awed by the Maharaja's opulent life
style. In 1993 after Coca-Cola returned to India after a 16 years absence
(beorge Fernandes threw the company out of the country in 1977 on the
pre text that it had refuse to divalge its formula to Indian officials), CEO
of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually
untapped market of 840 million people".
Some of the way sin which the Coca-Cola Company hopes to increase
availability of its product include improved or innovative packaging,
dispensing systems, distributions system, marketing.
The ways to address affordability include pricing decisions, as well as
resource management. To make its product available at a price affordable
to the consumer. Continually processes more efficient and therefore more
Making coca-Cola brand products the beverage choice for any occasion's
depends on a variety of strategies to reach the target audience. The
common strategies adopted to effect acceptability were though
sponsorships, promotion youth market activities, community programs,
and other activates.
Engineering is a branch of science under which a given task can be
performed efficiently with the help of knowledge and techniques in a
short duration by employing less money.
Communication simply means the exchange of ideas, which flows
between two or more persons as well as from one place to an other place.
Techniques is a simply an art of performing a task the project should be
finished with different techniques of works.
OBJECTIVE OF THE PROJECT REPORT
To analysis the sales of coca cola.
To study the position of diet coke in the market.
To comparative study between fenta apple, diet coke and
To create Brand awareness of Amount People.
To know the factor effecting the sale.
To find out the needs and wants of consumer.
To find out the complains of the coca-cola products.
"Change is the only thing which is const
As rightly said by the someone body. The far - reaching and
pervasive changes in the business environment necessitate &
strategic thinking on the part of liberalization & privatization of
economy is now thrown open to heavy competition from the
private & public companies. It has only recently upon itself a
mission to change far better services. With the opening of the
different companies have tuff a head to maintain it's reputation
as the number one company. Thus to maintain it's service
quality, it needs to continually monitors its customers it's
customers needs & preferences & attitude towards the company.
So, the advertisement plays an important role the buying
behaviors of the customers.
Advertising is a form of promotion, like a promotion, the objectives of
advertising is exposure, attention, comprehension, attitude change, and
behavior and action. As in the case of all promotion, advertising objective
should be specific. This requires that the target consumers should be
specifically identified and that the effect which advertising is intended to
have upon the consumer should be clearly indicated.
The objectives of advertising were traditionally stated in term of direct
sales goals. A better approach however is to view advertising as having
communications objectives that seek to inform, persuade and remind
potential customers of the worthwhile ness to the product. Advertising
seeks to condition the consumer so that she may have a favorable reaction
to the promotional, message. The goal is to improve the likelihood of the
customer buying the particular product. In this sense advertising is an
excellent example of the close relationship that exists between marketing
communication and promotional strategy.
Advertising objectives serve as guidelines for the planning and
implementation of the entire advertising programmed.
WHAT ADVERTISING IS NOT: ACTIVITIES
EXCLUDED FROM IT-
Advertising is not an exact science. An advertiser circumstances
are never identical with those of another he cannot predict with
accuracy what results his future advertising efforts will produce.
Advertising is not a game because if advertising is done properly
both the buyer and the seller benefit from it.
Advertising is not a toy. Advertising cannot afford to play with
advertising. They realize that advertising funds come form sales
revenue and must be used to increase sales revenue.
Advertising is not designed to deceive. Apart from ethics, the
desire and hope for repeat sales insures a high degree of honesty in
The activities excluded from advertising include the offering of
premiums to stimulate the sale of product: the use of exhibitions
and demonstrations at fairs, show, and conventions: the use of
samples and the so-called publicity activities, involving news
releases and the activities of personal; selling forces: the payment
of advertising allowances which are not used for advertising the
entertainment of customers etc.
Though these activities are not identified as advertising they all
have some economic objective of stimulating sales.
ADVERTISING INCLUDES THE FOLLOWING
FORMS OF MESSAGES
The message carried in newspapers and magazines; on outdoor boards; on
streetcars, and poster, on roads; on radio and television broadcasts; and in
circular of all kinds, whether distributed by mail, by person, through
tradesmen or by inserts in package; dealer help materials; window display
and counter-display materials and efforts; store signs, motion pictures
used for advertising and novelties bearing advertising messages or the4
It was descriptive Project design, the study conducted was exploratory.
The method used was survey.
The sample size for the Project was 100. The breakup of the sample size
was done depending upon the requirement.
Method of Data Collection
The instrument used to gain the response of the customers was a
structured questionnaire the questionnaire conducted both closed and
open ended question. The questionnaire design was carefully developed.
Analysis and finding:
Simple mathematical percentage method was used to analyses the
responses of the sample.
Information regarding services provided.
Type of Project:
PROJECT DESIGN data and collection method
analysis and interpretation
Research in common partance refers to a search for knowledge.
One can also define research as a scientific and systematic search for
pertinent information on a specific topic.
Systematized efforts to gain new knowledge. Can called research
According to differed Woody research comprises defining and redefining
problems, formulating hypothesis or suggested solutions, collecting
organizing and evaluating data making deductions and reaching
conclusions and at last carefully testing the conclusions to determine
whether they fit the formulating hypothesis.
TYPES OF RESEARCH:
The Basic Types of Research Are as Follows:
1. Descriptive vs. Analytical: Descriptive research includes survey and
fact-finding equines of different kinds. The major purpose of
descriptive research is discretion of ten states of affairs, as it exists at
present. In social science and business research studies. The main
characteristic of the method is that the are searcher has no control over
the variables. He can only report what has happened or what is
happening. Most exposit factor research projects are used for
descriptive studies in which the researcher seeks to measure such
discovering the underlying motives and desires, using in depth interviews
for the purpose. Other techniques of such research are word association
tests, sentence completion tests, story completion tests and similar other
projective techniques. Attitude or opinion research i.e. research designed
to find out how people feel or what they think about a particular subject
or institution is also qualtitative research. Qualitative research is specially
important in the behavioural sciences where the aim is to discover the
underlying motives of human behaviour. Through such research we can
analyse the various factors which motivate people to behave in a
particular manner or which make people like or dislike a particular thing.
It may be stated, however, that to apply qualitative research in practice is
relatively a difficulty job and therefore, while doing such research, one
should seek guidance from experimental psychologists.
Two of the Number one brands in India namely brands Coca Cola and
Escorts Yamaha, respectively, were chosen on the basis of their market
shares. These two industries were chosen on the basis of the usage of the
products, as the usage of FMCG's and Consumer Durable high and is
noticeable. Moreover two different industries were also chosen keeping in
mind objective of the Study.
Non-probability sampling was resorted to and the methods used is
Convenience sampling and Judgment sampling.
The total sample size is 120 which includes consumers of all the four
brands, retailers of Pepsi & Coca Cola.
There are two types of data;
1. Primary data
2. Secondary data
Primary data are those, which are collected afresh, and for the first time.
in this Project work Projector has collected only primary data. The
primary data has been collected through survey method.
Secondary data are those already been collected by someone else and
which have been passed through the statistical process. Secondary data
may be published or unpublished data like from newspaper, books,
journals, government records, company's record, and public.
For the completion of my Project report Ghaziabad was allotted to me for
my Project report work. I have completed all the tasks in Ghaziabad.
Ghaziabad is a big city. The name of places of Ghaziabad where I meet to
the different customers.
DO YOU TAKE COLD DRINKS
Out of 100 RESPONDENTS 92 TAKE COLD
2-D Column 1
FLAVOUR, DO YOU PREFER
COLA ORANGE LEMON PLAIN SODA FRUIT DRINK
45 20 10 15 10
OUT OF 100 RESPONDENTS, 45 TAKE COLA, 20
TAKES ORANGE, 10 TAKES LEMON, 15 TAKES PLAIN
SODA, 10 FRUIT DRINK.
COLA ORANGE LEMON PLAIN
WHICH FACTOR INFLUENCES WHILE
CHOOSINGA COLD DRINK
CHILDNESS PACKING FLAVOUR TASTE ANY
15 5 30 45 5
OUT OF 100 RESPONDENTS 45 INFLUENCES BY
TASTE AND 30 BY FLAVOUR
CHILDNESS PACKING FLAVOUR TASTE ANY OTHERS
WHAT IS YOUR PREFERRED PACKING
AVAILABILITY NO. OF REPONDENTS
300 ML 23
1 LTR. 5
1.5 LTR. 10
2 LTR. 15
OUT OF 100 RESPONDENTS 30 PREFER 200ML
Coke Company has a good market reputation and a strong
Coke is having a multi brand strategy ad is looking for a great
volume opportunity in India.
Coke is presently no. 1 player in Indian Carbonated soft drinks
Coke was born 11 year before Pepsi (in 1987) ad a century later
still maintains that pioneering least.
Pepsi and coke both have good brand image.
Coke has less no. of retailers
Less force - it has less no. Have owned bottling plant.
It has not planned for setting up of any new plants where their
competitor has planned to set up several new plants.
A rapidly growing market, which is expanding @ 205 every year.
It can take the market very well with the new investment of Rs.
It can give a big jerk to its major competitor Pepsi it can increase
its number of fountain to a sizeable amount.
In the end I would like to conclude that this route ride was a
great learning experience for me, in which I learned about
the marketing skills and strategic applied in the market for
sale of a product and marinating the company standards in
the competitive market conditions.
After going thick on the things, now time is to makes a
complete picture. Marketer needs to use advertising and
brand building strategies to address the discerning buyers
and retail push to in different buyers. The manufacturer
should understand consumer behaviour because retailers
can't help quality and price. It is only upto manufacturers to
deliver what the consumers want. I need to stress on it
because 61% consumer said it is demand they sell coca-cola
39% agree that at retail shop it is brand popularity, which
determine the purchase of biscuit.
The is a grater needs to understand the consumer behaviour
considering them as a team; working for the company may
help them to be attached to the company. There should be a
feeling of belonging to the company in inner of the
consumer. Setting values club for consumer so that they may
Batra Rajeev & John G. Myers & David A. AAKER;
Prentice Hall, 5th Ed. 2003.
Kothari C.R. Research Methodology; Method &
Techniques, Wishwa Prakashan, New Delhi, 2nd Ed.
Business To-day (Weekly), July 2012
Business Word (Weekly), August 2012
The Managers (Monthly), August 2012
The Week (Weekly), July 2012
6. Which is your preferred Packing
(a) 200 ml
(e) 1.5 Ltr.
(f) 2 Ltr.
7. How many times do you take in a week?
a. Almost everyday
b. Twice a Week
c. Thrice a Week
e. Not regular
8. If, yes by which media you came to know about this?
(a) T.V ads (b) Print media (c) Retailers
(d) hoarding (e) Any other media
9. Why do you prefer a particular brand of cold drink?
Age: 15-20 21-24 25-35 35 and above
Family Income: ___________________________________________