Coca Cola Brand Image RISHAB SINGH

8/3/2019 Coca Cola Brand Image RISHAB SINGH

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BHARAT INSTITUTE OF TECHNOLOGY, MEERUT (UP)

(AFFILIATED TO MAHA MAYATECHNICAL UNIVERSITY, NOIDA)BY- PASS ROAD PARTAPUR, MEERUT 250103

Date: .

TO WHOM IT MAY CONCERN

This is to certify that Mr./Ms.is a

bonafide student of MBA 4th semester in our Institute. He/ She has submitted the

Final Dissertation Report titled

.. to fulfill the partial requirement of MTU, Noida. He/ She has

completed Final Dissertation Project under the guidance of

Mr./Ms.

Project GuideSchool of ManagementBIT, Meerut

Dr. D.K MaDirector- Manageme

BIT, Mee


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CONTENTSTOPIC PAGE

NO.

Introduction 7-9

Company profile 10-16

Preparation of the soft drinks 17-22

Comparative arena 23-28

Marketing strategy 29-43

Product Profile 44-45

Objective of the study 46-47

Marketing research 48-49

Research Methodology 50-66

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Research design

Objective of the study

Data collection

Data Analysis 67-76

Swot Analysis 77-83

Conclusion 84-86

Limitation 87-89

Recommendation & Suggestions 90-92

Findings 93-94

Questionnaire 95-98

Bibliography 99-101

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STUDENT DECLARATION

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I Rishabh Chandra Singh under signed hereby

declare that the research report on EFFECT OF

ADVERTISING ON BRAND IMAGE OF COCA-

COLA complied and submitted under the guidance of

Mr. SUNIL YADAV is my original work. The empirical

finding in this reports are based on the annual reports

of the company. While preparing this report, I have not

copied material from any report.

Rishabh Chandra SinghMBA 4th Sem.

Roll No. 0912870045

PREFACE

As an integral part of the course curriculum, all MBA students are required

to undergo summer training in an industry organization. The main objective

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of this training is to supplement the students theoretical knowledge with a

practical exposure to the working environment of an organization.

This programmed enhances the students capability to cope up with the

uncertainties and challenges, which are the part and parcel of every

organization.

The subject of my research was EFFECT OF ADVERTISING ON

BRAND IMAGE OF COCA-COLA.

I feel highly gratified in this report.

It has been my constant endeavor to present this report in the most

systematic and analytical manner.

RISHABHCHANDRA SINGH

ACKNOWLEDGEMENT

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Presenting a research project of this type is an arduous

task, demanding a lot of time. I cannot in full measure

appreciate and acknowledgement the kindness shown and

help extended by various persons in this endeavor. I will

remember all of them with gratitude.

My grateful thanks are also due to Mr.Shiv Kumar

Singh(Sales Manager,Saket Sales & Services Pvt. Ltd.),

for their significant help extended for the successful

completion of the project. I highly the help I got from

them in providing me and lot of information regarding the

functioning of this organization.

My sincere thanks are also due to of Mr.SUNIL

YADAV(FACULTY OF MBA, BIT, Meerut), for their

significant help extended for the successful completion of

the project. I highly the help I got from them in providing

me and lot of information regarding the functioning of this

organization.7


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I am always beholden to my God, for always being with

me and showing me the right ways, my family, for always

doing favors to me and my friends and colleagues

consistently helped with encouragement and criticism

throughout the project work, for always lifting my sights

to higher vision, raising my personality beyond normal

limitation and for realizing me my strengths and potential,

as I did not always welcome her exhortation, try again;

you can do better. But this project owes a great deal to it

and so do I.

Rishabh Chandra Singh

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INTRODUCTION

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INTRODUCTION

Hindustan Beverage Limited is a franchisee of Coca cola

international which manufacture coca cola products coca cola

industry is a U.S.A. based multinational company which produce

soft drink and also interfere in the fields of food (Snacks). When

India left the ban from the international soft drink manufactures

coca cola was the fist company who joined Indian market with

there tow flavour i.e. coca cola (Cola), 7 UP (clear lemonade).

That time COCA COLA have competition with only thumps UP.

As coca cola starts to dominate the thumps up products. In 1993

Coca cola international entered the Indian market and had

collaboration with thumps up. Now thumps up are the owned

brand of coca cola.

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They have joined Indian market with coke (cola) and fanta

(orange). At present there is a great competition in the field of soft

drink industry and advertising war is continue between COCA

COLA & PEPSI. Both companies want to dominate each other in

advertising world. COCA COLA is one step ahead the Pepsi.

They are the global sponsors of cricket world cup 1999 while the

coke was the official cold drink of wills world cup 1996. but

COCA COLA prepare a prepare a brilliant aid with slogan

Nothing official about it and gain a great advantages. This

competition is very god soft drink industry and consumer as well.

At present Coca cola and coke have balanced market share in

Indian market.

Coca cola also brought in celebrities which further emphasized

their business all over India. The most effective was with the

introduction of Amitabh Bachan, Shahrukh Khan, Kareena Kapor

and ricky martin. Further, coca cola is used to sponsoring various

corporate and cultural events all over India, which help to create

brand awareness among to user groups.11


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COMPANY PROFILE

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COMPANY PROFILE

Coca-Cola was formulated in 1886 by Dr. John Pemberton, a

Pharmacist in Atlanta, Georgia. The drink was, sold ad

refreshing elixir at the fountain counter of Jacobs

Pharmacy of which Dr. John Pemberton was part owner, unaware

that the pharmacist had given birth to caramel colored syrup

which is now the chief ingredient of the worlds favorite

drink. Today the white-on-red flow of Coca-Cola is familiar

sight in more then 195 countries. The syrup combines with

the carbonate water to fuel a $16.2 billion corporation that has

captured a 46% Slice of the global soft drinks market.

The company estimates that the drink is served more than

773 million times every day and if all Coke ever produced

were filed in standard bottles and placed end to end it

would wrap around the equator 21, 161 times.

The story of Coca-Cola is a story of a drink and its charm

with the consumer. The story of ecstasy and again that the drink13


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has caused to those dedicated to its growth Pemberton first

managed to sell and average of 9 drinks per day, though

a shop called Jacobs pharmacy, in 1891, Candler bought

Coca cola for $ 2,300. The year after align with four

companies he formed the Coca-Cola company with the initial

stock of $100,000. Coca-Cola was registered at the US

patent office in 1893, and began selling at soda fountains

for 5 cents a glass of therapeutic refresliment 1894, 1 got into

bottles, courtesy a candy merchant Joseph Boedenharn of

Mississippi.

Five years later; the drink was being bottled on a regular basis

under a region wise frairclrising system; and its lust competitor

Pepsi cola, Coca-Colas first bottling plant opened in

Chatanooga, Tennessee followed by another in Atlanta in 1900.

The unique taste of cola was an outstanding success.

Over the next two decade the number of plants crossed

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1000. In a bit to difference the product, the company adopted

6.5 ounce, pale green contour 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 Wood

the son of a banker who acquired to Company for $25 million in

1919, assumed charge in 1923. tie began by upgrading

bottling operations, brought in innovations like a six-bottle carry

home carton, and gear 111) 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

1940s the brand was selling as the real thing to set it

self apart from me to Colas.

As a time went by the company brought out some new aerated

drinks. The first one Manta appeared in the selves in 1960.

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Its birth was an accident, the companys 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 corp.

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 boiler making division. Robert

C Goizueta, Cuban born 27 years veteran took over as the Coca-

Cola unlike Pepsi Company depended on a single brand.

The best insurance policy that he figured was to let coke

evolve to the summer slacking it with variants, even

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reinventing if needed. In 1982, the company launched what

is now considered among the worlds most successful brand

extensions Diet Coke, under the leadership of Sergio

Zyman, the head of us marketing. The idea was to retain the

loyalty for the Health conscious drinker who loved the taste

but hated the calories. After this it came out with caffeine

free versions of its main drinks. Yet in the US the company

kept losing ground to Pepsi. Zyman, a former Pepsi

marketer argued that the correct strategy was to replace 98

year old with better tasting cola, label it as New Coke

and blare the news which is exactly what the company did

more than a decode ago in 1985. But when placed on the

shelves it did not budge. On wide spread protest it was recalled

after 79 days.

The company has about 100 brands in its portfolio but

coke, Fanta and sprite account for most of its sales. In

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1994, the real things coke sold over 52.5 billion liters. For

the taste of it diet coke along with Coca-Cola light sold 8.5

billion liters, which makes it the worlds two top non cola

drinks sold over 6.5 billion liters each. Which sprite aimed

at the independent youngster two does not care what as

others drink (the as line obey youre a thrust). In 1993,

Coca-Cola reentered India after a 16 years long exile, four

years Pepsi made its debut India. While Coke plays on

brand nostalgia, Pepsi address the young crowd, which

unlike a in America is a dominate ort if the population

here.

A 100 YEARS OF THE CURVY

GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th,

March 1899 Chattanooga; where its first bottling plant was

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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 1 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 Pharmacist who astonished the world.

Candler though the bottling venture would never succeed, but he

signed the contract with White Head and Thomas any way,

and the rest is history, Bob Lovell, vice president of

marketing for Coca-Cola bottling Company. United Inc., said in

telephone interview from Chattanooga.

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 of19


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bottle soft drinks to coke, which was then sold only as a

fountain beverage.

It occurred to 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 thats how

it all came about. Thomas and Whitehead promised to pay

one dollar for the right to bottle Coca-Cola, but legend has

it that no money changed hands.

SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with

population of around 900 million people, the Indian soft drinks

market was only of 200 cases per year. This was very low

even compared to Pakistan and Philippines. Population and

potential market are two major reasons for major

multinational companies of entering India. They feel that a

huge population coupled with low consumption can only

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lead to an increase in the soft drink market. Another

increase in the sale of soft drinks in the scorching heat

and the climate of India, which is suitable for high sale of

soft drinks. All these factors together have contributed to a

30% growth in the soft drinks industry. If the demand

continues growing at the same rate, within two years the

volume could touch 1 billion cases. All these factors are the

reasons for the entry two giant of the soft drink industry of

the world to enter the Indian market. These two giants

Pepsi and Coca-Cola, Themselves share 96% of the soft

drink market share. Rest is shared by Cadburys

Schweppes, Campa Cola and other soft drink brands. But

was the scene same 20 years ago? The answer is No. 1970

was the year of pure soft drinks Campa cola and Parle

people (Thums up and Limca).

Soft drink consists of a flavor base, sweetener amid carbonated

water. In general terms non-alcoholic drinks are considered21


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as soft drinks this name soft drink was given by

Americans as against hard which is mainly alcoholic.

The major participants involved in the production and

distr ibution of soft drink are concentrate and syrup

producers, bottlers and retail channel. Concentrate producers

manufacture basic soft drink flavors and retail channel refers to

business location that tells or serves the products directly

to consumers.

Soft drink is not a product, which a person plans to buy before

hand, but is an impulse purchase. Lots of sale depends

upon the strength of merchandizing done at the point of

sale.

It all begin in 1977, a change in government at the center led the

exit of Coca-Cola which preferred to quit rather to dilute its

equity to 40% in compliance with the Foreign Exchange

Regulation Act (FERA). The first national cola drink to pop up

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was double seven. Delhi oil cokes exit, switched over to

Campa Cola.

The beginning of 1980s saw the birth of another cola

drink, Thums up, Parle the Gold spot people, launched it in 1978-

79, as Refreshing Cola. By the mid-eighties Mc Dowells

launched Thrill, and by the late eighties three was Double

Cola, which entered in India market, as a NRO-run out fit

with its plant in Nasik { Maharastra }, in 1978 Parle, Indian

soft drinks. market (share 33%) with its gold spot and Limca

brands. Later Thums Up also started Thums Up. At the same

time the threat to the Indian soft drinks was that of fruit

drinks. In 1988, fruit drinks market was valued at Rs. 40

crores and grew at the rate 20%.

COMPETITIVE ARENA

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The soft drink market all over the world has been witnessing a

neck to neck battle between the two major players, Coca-

Cola and Pepsi since the very beginning. The thirst quenchers are

trying hard to have the major chunk of the pie of

carbonated soft drink market. Both the players are

spending their energies in building capacity, infrastructure,

promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the

scene in most of the soft drink markets in the world and enjoying

leadership in terms of market share. But the Coca Cola people

are finding it hard to keep away Pepsi, which has been

narrowing the gaps regularly. The two are posing threats to

each other in every nook and corner of the world. While

Coca-Cola has been earning most of its bread and butter

through beverage sales , Pepsi has a multi products

portfolio with some portion from the same business.

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The two warriors are face to face once again here in India with

different strategies and tactics to attack the rival. Coca-Cola is

focusing upon the joint ventures with the existing bottlers

(FOBO) franchise owned bot t l ing operations to

enhance its control on manufacturing and marketing of its

products range and attain the quality standards of its class.

Countering it Pepsi has taken the battle in its own hands by

floating as investment of $ 95 billion to set Pepsi

Company. India holdings, as subsidiary for { COBO }

Company owned bottling operations. Both the companies are

following different path to reach the same destiny i.e. to

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 to25


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cross over for both the athletes for getting No.1 position

comparison to the inter. Coca-Cola is well set with its 53

bottling sites through out the country giving it 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 26


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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, i ts the madness that encourages

executive to drink, 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 now Shahrukh Khan in

their adver tisement to endorse their brand, the role

models for its targeted consumer the teenagers. They have

increased the fizz in the market place by introducing the

dispensers called Fountain Pepsi and has been enjoying a

lead over its rival there.

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Coca-Cola on the other hand, has been working on the

saying slow and steady wins the races side by retailing to every

more of its competitor. They have procured the shield of

Thums Up with a handsome market share in Indian soft

drink market.

Countering Pepsis international commercial that used two

chimpanzees to cock a snoop at coke, Thums Up come

with the ad line, Dont be Bandar, taste the Thunder. Also

Thums Up has been positioned now very near to that young

image of Pepsi and giving it a though time.

These cool merchants have put everything on fire. It Coke got the

status of the official drink of wills. World Cup, Pepsi

blushed as nothing official about it. As Thums Up projected

as Saaree Jahan Se Achcha Pepsi was passionate enough

with Freedom to be and now the Yeh Dil Mange More

when Thums Up came with Thunder blast, the other offered

Pepsi stuff card. If red is meant for coke, Pepsi has chosen

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COKES MARKETING STRATEGIES

Coke decides on its marketing strategies at a national

level and lends them a local flavor. For example, while festival

mood plays a strong role in marketing, it is activated for

Durga Puja in Calcutta, Dandiya in Gujarat, etc. , Coke

has its focus on the youth market in India.

As a first step toward catching the attention of the youth, coke

signed on cricket heroes Saurav Ganguly and Javagal Srinath.

It slowly started talking about youth passions like cricket,

films, festivals and food. Soon the advertisements started

giving the message, Eat Cricket, Sleep Cricket, Drink only

Coca-Cola And now it has started modifying film hits to

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frame catch lines that appeal to the youth. This particular

strategy has worked well for coke.

Coke is focused on distribution to ensure that its products

are within customers reach. And it saves its focus has begun to

pay it dividends. As per mid-1998 figures coke is selling as many

bottles in the hinterland of Punjab as i t does the four

metros.

COCA COLA GLOBALIZATION

STRATEGIES

The Coca-Cola Company is global player and approximately

70 % of its volume and 80 % of its profit come from outside the

United States of America. Although it was perceived as a

standardized brand across the world, Coca-Cola had been

quietly fine turning its international marketing strategies

to suit the needs of individual national markets. Only the30


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brand Coca-Cola, sprite and Fanta were marketed globally.

In Latin America and Europe, where a heavy consumer

preference existed for lemon lime and orange sodas. Coke

had developed a wide range of formulations and flavors to

cater the needs of different countries. In El Salvador and

Venezuela, a version of Fanta called Fanta Kolita a cream

soda type of drink became extremely popular. Similarly, in

Indonesia Coke had been selling pineapple and banana

Limca, Maaza and Thums Up in 1993.

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COCA COLA ANCHOR BOTTLERS

One of the driving forces behind cokes 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.

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DISTRIBUTION IN THE COCA- CO LA

SY S TEM

GETTING PRODUCTS TO MARKET

One of the values of the coca-cola system is presence that coca

cola should exist everywhere. In the words of former CEO

India operations - Richard Nicholas, Our goal is to have

coke available within an arms reach of desire. To fulfill this

goal, coca-cola not only produces products, but also has an

effective systems to distribute the all over India.

DISTRIBUTION

Distribution Sales + Delivery + Merchandising + Local Account

Management.

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Distribution of Cokes 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 management.

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:

ADVANCED SALES AND CONVENTIONAL SALES

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In conventional sales, all the distribution activities (Sales,

Delivery, Merchandizing and Local Accounts Management)

are performed by the same persons.

In advanced sales, sales and delivery are performed by different

people within the coca-cola system.

Difference between a customerand consumers .

A consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves

coca-cola products to consumers.

MERCHANDIZING

One the products are delivered to the customers they are

promoted at the point-of-purchase to maximize the companys

sales opportunities, merchandizing involves looking at the

presentation of the products through the eyes of the consumers.

It is ail on-going process that help the company present

its products properly to the consumers in the market place35


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for instance, is the display attractive? Are the product

neatly organized.

PRESENTING THE PRODUCTS

They are as follows: -

Secondary Display

Coolers

Vending Machines

Post Mix / Pre Mix

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INDIA S RELATIONSHIP WITH COCA-COLA

Just after independence, the Maharaja of Patiala oversaw his coca-

cola hoarding from his huge, ornate palace, Coca-Cola export

representative Frank Harrold, was awed by the Maharajas

opulent life style. In 1993 after coca-cola returned to India

after a 16 year absence (beorge Fernandes threw the company

out of the country in 1977 on the pre text that i t 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.

PROMOTION : THE COCA-COLA WAY

Goal for the 90s

To place coca-cola within an arms reach of desire.

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CONSUMER ACTIVITY CLUSTERS : -

Grocery shopping

Other shopping & services

Eating and drinking

Entertainment / Recreation / Leisure

Travel / Transportation / Hospitality

Educational

At Work

THE 3AS : -

The strategy for reaching in creasing numbers of consumers

in India is based on the belief that consumers will buy our

products it they are Available, Affordable and Acceptable.

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STRATEGIES FOR THE 3AS

Focus on the consumer and customer.

To provide quality customer services, and caring about the

quality of performance in respective jobs.

Caring enough about what we do, to it the best we know how.

The 3As is Coca-Cola underlying strategy for meeting its goal to

reach increasing numbers of consumers. How does coke

position its limited resources to help meet its good? Let us

explore the specific ways in which the Coca-Cola system

addresses each of the 3As.

AVAILABILITY

Some of the ways in which, the Coca-Cola Company hopes to

increase availability of its product include improved or

innovative packaging, dispensing systems, distributions

system, marketing.

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AFFORDABILITY

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 cost-effective.

ACCEPTABILITY

Making coca-cola brand products the beverage choice for

any occasions depends on a variety of strategies to reach

the target audience. The common strategies adopted to

effect acceptabili ty which youth market activit ies,

community programs, and other activates.

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THE IMAGE

The image is communicated all around the world in advertisement

on media such as newspaper, magazines, radio and televisions.

The list goes on..

However, image is much more just advertising every person

working within the coca-cola system is part of the image whether

one is involved in creating its advertising making its quality

products or selling merchandizing and distributing its beverage

their hard work and aptitude will say something to the people

about its product.

Coca-cola system flow chart

Raw material

Coca-cola Company

Bottler

Customer

Consumer

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PRODUCT PROFILE

PRODUCT PROFILE42


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The product range of the coke has listed brands:

Coke: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Thums up: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Fanta: 200ml, 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 500 ml, 1lt, 1.5lt, 2lt.

Mazza: 300ml, 2lt.

Diet coke: 300ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml

Kn. Water: 500ml, 1lt, 2lt.

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OBJECTIVES OF THE RESEARCH

OBJECTIVES OF THE RESEARCH

a. To ensure consumer requirement, their problems

suggestions & modifications.

b. Company advertising

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c. Effect of advertising of brand image

d. Advertising policy

e. To know the daily sales figures of each brand.

f. To know dealers suggestion, comments what amore

they require from company.

g. To gather problems of modifications, alternation

needed by average consumers from company.

h. Position in soft drink market acknowledge about future

brands

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MARKET RESEARCH

MARKET RESEARCH

Marketing research is the systematic design, collection, analysis

and reporting of data and finding relevant to a specific marketing

situation facing the company.

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Effective marketing research involves five steps shown in figure

given below.

RESEARCH

METHODOLOGY

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Define TheProblems

DevelopingThe ResearchPlan.

Collecting TheInformation

Analyzing TheInformation

Presenting TheInformation


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RESEARCH METHODOLOGY

DESIGN OF STUDY

A research design is the specification of methods & procedures

for acquiring the information needed to analyze.

DATA REQUIREMENTS

Considering nature of study, which is exploratory research. The

gathered data can be grouped as:

1. Primary data

2. Secondary data

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PROJECT AREA

Rikabganj

Fatheganj Chowk Deokali Sadar maket Civil line Hasanganj

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RESEARCH OBJECTIVES

The main aim behind the dealers survey to know about the

reach of Miranda lemon and get a comparative position of coke

and Coca cola. By the help of certain chart and graphs as shown

on the following pages with the help of their pictures we can

easily make certain conclusion.

DESIGN USED

Survey research design i.e. conclusion is based on evidence

collected through means of questioning.

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SAMPLING PLAN

Since it is the study of distribution channel. A sampling plan is

always preferred because of consideration of time and cost. As

the population of Meerut is very large.

SAMPLING METHOD:

Simple random sampling method at various in Meerut.

DATA COLLECTION METHOD

Non disguised, structured, questionnaire.

1. OBJECTIVE OF PRIMARY DATA

To ensure consumer requirement, their problems

suggestions & modifications.

Further preference of consumer

Reason for their purchase of particular brands

Market share of various brands.

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SOURCE

Personal interview

Questionnaire

OBJECTIVE OF SECONDARY DATA:

a. To know the daily sales figures of each brand.

b. To know dealers suggestion, comments what amore

they require from company.

c. To gather problems of modifications, alternation

needed by average consumers from company.

d. Position in soft drink market acknowledge about future

brands

SOURCE

Personal interview

Questionnaire

Previous reports

From companys personas

Magazines and journals52


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DETERMINING SAMPLE DESIGN:

All the items under consideration in any field of inquiry

const itute a universe or population. A complete

enumeration of all the items in the population is known

as a census inquiry. It can be presumed that in such an

inquiry when all the i tems are covered no element of

chance is left and highest accuracy is obtained. But in

practical this may both be true. Even the slightest element

of bias in such an inquiry will get larger and larger as the

number of observation increases. Moreover, there is no

way checking the element of bias or its extent except

through a re-survey or use of sample checks. Besides, this

type of inquiry involves a great deal of time money and

energy. Not only this, census inquiry is not possible in,

practice under many circumstances. For instance blood

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testing is done only on sample basis. Hence, quite often

we select only a few items from the universe for our

study purposes. The items so selected constitute what is

technically called a sample.

The research must decide the way of selecting a sample or

what is popularly known as the sample design. In order

words, a sample design is a definite plan determined

before any data are actually collected for obtaining a

sample from a given population. Thus, the plan to select

12 of a citys 200 drugstores in certain way constitutes a

samples design. Samples can be e ither probabi li ty

samples or non-probabili ty samples with probabili ty

samples each element has a known probability of being

included in the samples but the non-probability sample do

not allow the researcher to determine this probability.

Probability samples are those based on simple random

sampling, systematic sampling, strat if ied sampling,54


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cluster/area sampling whereas non- probability, stratified

sampling, cluster / area sampling whereas non-

probabili ty samples are those based on convenience

sampling, judgment sampling and quota sampling

techniques. A brief mention of the sample designs is as

follows.

SIMPLE RANDOM SAMPLING

This type of sampling is also known as chance sampling

or probability sampling where each and every item in the

populat ion has an equal chance of inclusion in the

samples and each one the possible samples in case of

finite universe, has the same probability of being

selected. For example, if we have to select a sample of

300 items from a universe of 15,000 items, then we can

put the name for numbers of all the 15,000 items on slips

of paper and conduct a lottery. Using the random number

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tables in another method of random sampling. To select

the sample, each item is assigned a number from 1 to

15,000. Then, 300 five digit random numbers are selected

from the table. To do th is we select some random

measurements, or the data, with the help of which the

examines the truth contained in this hypothesis. But in the

case of a survey, data can be collected by any one or

more of the following ways.

(I) BY OBSERVATION: -

This is method implies the collection of information by

way of investiga tors own observation, without

interviewing the respondents the information obtained

rela tes to what is current ly happening and is not

complicated by ei ther the past behavior or future

intentions or attitudes of respondents. This method is

not doubt an expensive method and the information

provided by this method is also very limited, as such

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this method is not suitable is inquiries where large

sample are concerned.

(ii) BY MAILING OR QUESTIONNAIRES: -

The researcher and Respondents do not come in contact

with each other if this method of survey is adopted.

Questionnaires are mailed to the respondents with a

request to return after completing the same. It is the

most extensively used method in various economic and

business surveys. Before applying this method, usually

a pilot study for testing he questionnaire. Questionnaire

to be used must be prepared very carefully so that it

may prove to be effective in collecting the relevant

information.

PROCEES OF DATA COLLECTION

The process of data collection in a research study is very

important so, it is done very carefully.

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The instrument used for datacollection was questionnaire, and all

the data collected is on the basis of questionnaire andalso stored

in questionnaire.

The steps used during data collection are as follows:

1. OUTLET NAME- The first step in data collection is to

go to the outlet and write their name.

2. OUTLET ADDRESS WITH PHONE NUMBER- The

second step in data collection method is to note the address and

phone number if any, of the outlet.

3. CHECK LIST-Third, step is to fill the check list on the

basis of observation and personal interview of the retailer. Check

list contains the following points:

a) CLEAR SIGN AGE : The signboard and the painting of the

Coca Cola Company at the retails outlets is clear or not, if it

is clear then write OK, otherwise write NO signboard.

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b) WARM DISPLAY: Warm display means the display of Coca

Cola products on the front side of the outlet, on cash counter

with the full range of flavor and packs.

c) COLD DISPLAY : Cold display of the product related with

the fridge or Ice Box of the company. It includes the

availability of the range of flavors and packs inside the fridge

and the logo of bottles should be on front side and flavors

should be stand together.

d) PRESENCE OF ALL FLAVORS AND PACKS: This

part include the presence of full range of packs of Coca Cola in

outlet or not.

e) VISIPURITY: Visipurity also related with the fridge

or Ice box. It means the Coca Cola products percentage

in the fridge in respect of other soft drinks or shop

related products.

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f) VISIBILITY OF COCA COLA PRODUCTS IN SHOP

: This part shows the visibility of Coca Cola -

products in the shop , it means the percentage of Coca

Cola products shown in shop with respect to other

soft drinks.

g) STOCK : The last part of the questionnaire and it include

the available stocks of the Coca Cola and Pepsi

products in the outlet.

The data collected from the areas of Sahibabad mainly

Hajrat Ganj, Nisat Ganj, Alam Bagh, Sitapur Road and LDA

Colony the number of retailers covered was 100, and they

are taken on the judgment basis.

MEANING OF PROJECT

Project gives us necessary guidance and though for the

foundation of business. A project is an essential

requirement of business and for motivated person. Prior

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starting of any project it is necessary to understand the

meaning of every letter of word Project each letter of

the project has its special meaning that is discussed.

P Planning:- The first step P stands for planning,

planning is the word that means prior the construction of

any thing and for their arrangement there should be good

planning which gives better results in manufacturing the

thing that is being prepared as well as it is the bridge of

between present and future.

R: Resource: R stand for resource as resource give the

current idea to promote the work.

O: Operative: It is a process of performing various

function in systematic way.

J: Joint effort: a project cannot achieve its maximum

success without the complete cooperation of group

member.

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E: Engineering: Engineering is a branch of science under

which a given task can be performed efficiently with the

help of knowledge and technique in a short duration by

employing less money.

C: Communication: Communication simply means the

exchange of ideas, which flows between two or more

person as well as from one place to an other place.

T: Techniques: Techniques is a simply an art performing a

task the project should be finished with different

technique of works.

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DATA ANALYSIS

DATA ANALYSIS

The soft drink market of India are by and large controlled and

governed by the two soft drink giant company, Coca cola and

Pepsi.

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The only presence of the two giant company doest mean

absence of competition rather a neck to neck competition, a

dual strategy and counter strategy is all time present to capture

a greater market share. For extracting the total market strength,

two companies have a wide variety of soft drinks.

Different flavor and different packs are available form both the

companies. Let us take a glimpse of the different falvour

available for both companies.

FLAVOUR COCACOLA PEPSI

1. Cola Thumsup, Coke Pepsi2. Clear lemon Sprite Mountaindew, 7-up3. cloudy lemon Limca Lemonmirinda4. orange Fanta Mirinda5. fruit juice Mazza Slice6. soda Kinely Everess7. Vanilla Vanillacoke No flavour8. Water Kinely Aquafina

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STOCK OF COKE AND PEPSI IN OUTLETS

% OF OUTLEST HAVING CLEAR SIGN BOARDS

% OF OUTLETS HAVING WARM DISPLAY

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% OF OUTLETS HAVING COLD DISPLAY

% OF OUTLETS HAVING ALL RANGE OF FLAVOURS

AND PACKS

Advertising of coca cola

NO. OF RETAIL COVERED (%)

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SWOT ANALYSIS

In a most competitive market like soft drinks, one has to be

very strategic against all the business activities of the rivals. A

constant review of the market situations and fitness of the self is

the must to keep in line with the competition. Specially in the

soft drink market, it has a rivalry, which is more than any other

industry, where each player tries to maximize its market share

on the cost of others. Packaging is one where there is a very

crucial battle going on. This battle is in fact called the mother of

battle in Indian soft drink market. One of the major tools of this

battle is of course packaging. To win the situation coke must

analyze the external environment to identify threats and

opportunities to adopt to the strategic fit. For this internal

strengths and weakness must be analyzed.

STRENGTHS67


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1. Coke is the most popular brand in world.

2. Coke is enjoying maximum market share in the Indian

market. In fact it is more than 50%.

3. Coke is being backed by a strong force of 53 franchises.

4. Coke is having an edge over pepsi by having a large number

of products.

5. The shape of bottle of coke is much more attractive than

Pepsi.

6. Crate of coke is not attractive but also more safer for the

glass bottles in comparison to Pepsi.

7. Bottle crown quality of coke is much better than pepsi, due

to its workability as there are complaints of rusting in and

around the crown of pepsi. This is more common during the

rainy season.

8. Coke has takeaway bottles which are not available with pepsi

in 250 ml. bottles.

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9. Coke strength ahs directly come to come without doing

much efforts in establishing themselves.

10. Writing style of coke name is liked most of the consumers.

11. Coke of 200ml . Has infact increased the overall sales of cola

marker.

12. The writing style of coke is more attractive than pepsi.

13. The can of thums up which belong to coke is more appealing

due to its colour schem.

WEAKNESS

1. There are complaints of coke can regarding leakage.

2. The Pepsi is attracting new generation segment due to

availability of fountains , this is being lacked by coke where

fountain machines overall in comparison to Pepsi are less.

Specially in Meerut, there is no fountain machine of coke

available, whereas Pepsi has 35 machines.

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3. Form the retailers of coke, it was also notice that limca

bottles have a problem of chip i.e. on operating the glass

cracks slightly

4. The pet bottles of coke are not suitable for house hold use.

OPPORTUNITY

1. The market growth rate is very high infact 30% per annum.

2. The brand name coke speak most highly i.e. coke is at the

top of the mind among consumers.

3. The growing market may be captured with greater number of

package in run it is a threat to Pepsi as the market demand is

very heterogeneous.

4. The launching of 250 ml coke has seen the overall growth in

coca segment.

5. Thumps up cans adopting the blue color has infact eaten the

main plant of Pepsi of its blue color.

THREATS70


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1. The threats risk of potential entrants due to Cadburys future

entry are very considerable.

2. Local lemon soda is also a big threat to coke, as most of the

buying power of lower class segment is exhaust by these

bottles.

3. The threats of seasonal drink like fruit juice are also

considerable as the time of peak season; the rates are Rs. 4/-

per large glass.

4. Pepsi adopted a strategy to lower down the prices against the

launch of 200 ml coke.

5. The inclination of new generation is towards pepsi due to

color concept adopted by the company.

PROBLEM

After visiting nearly 100 cutlets I found that there are some

common problem of retailers which are as follows.

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1. The first and the major problem among the retailers are non-

availability of Cokes all ranges of flavours and packs.

2. The second problem is faced by retailers is that they do not

want to display the warm and cold display because it will

consume their time and place.

3. Retailers are asking about schemes. They are complaining that

they are not getting proper facilities, although their sale is

very good. They do not have chairs and tables and in some

cases if they have it is not in good condition.

4. The other problem is that equipments provided by the

company (freeze) are not in good condition which is

affecting their sale in season.

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CONCLUSION

CONCLUSION

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Following are the certain conclusions from consumers survey.

1. The comparative sale of Coca cola and is near about equal.

Coca cola is getting a lead by the help of its coca flavour.

2. Limca is in a far better position in lemon flavour.

3. Consumer likes only the aid of Miranda lemon they not want

to try Miranda lemon.

4. Fountain Coca cola is not easily available in Muzaffarnagar.

But if it will be there than there is a chance of better sales.

5. Coca cola have a sale of 56% in cola flavour.

6. But overall sale of all favors in near about equal Coca cola

have 51% of soft drink market while coke have 49% of share

market.

7. The advertisement of Coca cola and Miranda lemon is

mostly liked by the maximum people.

8. There is a big scope for fountain Coca cola in cinema halls,

shopping complex, bus stand railway station etc.

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LIMITATION S

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LIMITATIONS

Following are certain limitations, which I face during the

competition of my project report.

1. Many people in from rural area they feel themselves

unsuitable for the answer.

2. Small size of sample.

3. I have done my project in December and January so there is

chance of variation in the result of survey.

4. Many people dont give answer of all questions.

5. Look of sufficient time for the proper administration of the

research because time is very important to do a research.

Time of two months has been allocated which is very small

and not sufficient for cover the all of the area.

6. Non-availability of the money was the second limitation of

this study. Since the researcher has to find his study by his

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own source of finance. The lack of financial sources was

another of this study.

Since the research has been conducted on the human being who

were the retailer of the different brands of soft drinks. Human

behaviors are the changing phenomenon.

RECOMMENDATIONS

Following are certain recommendation according to the

consumers survey:

1. The Coca cola should be stronger.

2. Miranda lemon also should be strong with a flavour

something extraordinary.

3. More scheme should be introduced with Miranda lemon,

4. New flavour should be introduced in India soft drink market.

5. Distribution channel must be improved.

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6. There must be less foam more liquid in the glass of fountain

Coca cola.

7. Fountain Coca cola should b more strong.

8. Glass quality of fountain Coca cola should be improved.

9. Fountain Coca cola should be easily available everywhere.

SUGGESTIONS

1. In cold drinks Coke and Thums Up have strong brand

awareness and availability but Pepsi itself has a strong

availability in comparison to its competitions. So

the company should try to make coke, Limca,

Thums Up and other brand widely available.

2. Company should motivate the retailers to display its

brand effectively, for this they should provide the

free samples for display.

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3. Communication gap between retailers and

management should be reduced.

4. Problems of the retailers should solved by the

company in most possibly lesser time.

5. Sales promotion should be implemented with in time

and should live up to the promise kept.

6. Sprite, Kinley Soda is not much popular so, Coca-Cola

should try to promote these less popular brands

through increase their visibility in warm and cold

display.

7. Salesman distributing products should carry and

provide all the brands to all retailers.

8. Time to time visit of routes should be done by senior

executives, so that problem in the market are solved

effectively, Remember a officer or executive can

convince them more what a salesman can not do.

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9. Company should take some actions against that

retailer who misused the equipments company

provided.

EXECUTION OF PROJECT

DATA PROCESSING

Analysis of questionnaire is next aspect of project analysis.

collection tabulation and analysis of data is next step.

FINDINGS:

On the basis of information gathered and observation made,

regarding the survey of soft drink industry. We have divided the

findings into:-

Dealers profile:

Consumers profile:-

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Under the head Dealers profile we have made analysis from

datas given by dealers.

Under the head consumers profile we have annualized,

tabulated drawn inferences from 250 consumers opinion

collected from various in the market.

QUESTIONNAIRE

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QUESTIONNAIRE

Name:

Address:

Telephone No.

Q-1 What are the cold drink brands you sell?

1. Coca cola 2. Fanta 3. Thumsup

4. Sprite 5. Lica 6. Mazza

7. Others

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Q-2: How many carates do you sell in a months?

1. 10-20 2 20-30

3. 30-40 4. Above

Q-3 Among these how many carates are of coke and how many of

Pepsi?

1. Coke [ ] 2. Pepsi [ ]

Q-4: Supply of Coke is regular/proper

a) Yes b) No

Q-5: Advertisement material is available of

Pepsi b) Coke

Both d) None

Q-6: Scheme disclose by salesman daily

a) Yes b) No

Q-7: Problem rectified by Coke83


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(a) Within the day (b) within the week

(c) Within the month (d) never

Q-8: Behavior of salesman of coke

(a) Outstanding (b) Good

(c) Average (c) Poor

Q-9: which Company provide better service

(a) Coke (b) Pepsi (c) Other

Q-10: In the buying situation what do you prefere?

(a) Brand (b) Price

(c) Scheme (d) Any another

Q-11: What is the quantity of Pepsi Brand you prefer?

(a) 0-2 Crate/day (b) 3-5 Crate/day

(c) 6-10 Crate/day (d) above-10

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BIBLIOGRAPHY

Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)

Third Edition(2002)

Marketing Management (Author- Rajan Sexana)

(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)

Second Edition(2001)86


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Marketing Management (Author- R S Sexana)

(Publish by Himalya Publication, New Delhi)

Ninth Edition (2000)

Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)

Ninth Edition(2002)

Research Methodology (Author- Bhandrai)

Print 2004, second edition

JOURNALS

Business today

India today

NEWS PAPERS

Economic times

Business standards

Business week

WEB SITES:

www. Google.com

www. Coca-colaIndia.com

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www. Coca colacola.co.in

www. Coca colazone.yahoo.co.in

Coca Cola Brand Image RISHAB SINGH

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