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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
to be blue.28
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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
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