A SUMMER TRAINING

PROJECT REPORT
ON
“A STUDY OF CONSUMER PREFERENCE
REGARDING COCA COLA & IT’S PRODUCT ”

Submitted in partial fulfillment of the requirement

for the award of Master of Business Administration
degree (MBA)
From
Gautam Buddh Technical university(GBTU),
Lucknow ( formally U.P. Technical University,
Lucknow
Batch (2009-11)

Under the guidance of: Submitted by:

Mr. Suneel Ghai (GM Marketing) Ahsan Ahmad Khan
Mr. P.K. Kanchan (Area & sales Manager) Roll No. 0901670007
Bareilly

SUBMITTED AT
RAKSHPAL BAHADUR MANAGEMENT INSTITUTE
(BAREILLY)

1
 A

Project Report

On

“A STUDY OF CONSUMER PREFERANCES

REGARDING COCA COLA & IT’S PRODUCTS”

AT

BRINDAVAN BEVERAGES PRIVATE LIMITED

In Partial Fulfillments of

Master in Business Administration (2010-11)

UNDER THE GUIDANCE OF : SUBMITTED BY :

Mr. Suneel Ghai (GM Marketing ) Ahsan Ahmad Khan

Mr. P. K. Kanchan(Area & Sales manager) Roll No- 0901670007

TO WHOM IT MAY CONCERN

2
This is to certify that Mr. Ahsan Ahmad Khan student of MBA (2010-2011), RBMI.

Group of Institutions Bareilly, has undergone summer training at Brindavan

Beverages Ltd. Bareilly under the able guidance and supervision of Mr. P.K.

Kanchan (Area & sales Manager) of Brindavan Beverages Ltd Bareilly for a period of

eight weeks commencing from 01st June to 30th July 2009. His project Title was “A

STUDY OF CONSUMER PREFERANCES REGARDING COCA COLA & IT’S

PRDUCTS”.

He has pursued his summer Training project in Bareilly office of the company. His

observations, findings & recommendations are highly appreciable and may be useful &

implementable for the company. To the best of my knowledge no part of this report has

been reproduced from any other report and the contents are based on original

research.

Signature Signature

(Faculty Guide) (Student)

3
This project report bears the imprints of many people who were either directly or

indirectly involved in the successful completion of this project work. I wish to accord my

sincere gratitude to Brindavan Beverages Ltd., Bareilly for accepting me as Summer

Trainee in their esteemed organization. I expressed my sincere indebtedness to Mr.

Suneel Ghai, General Manager Marketing of coke for his able guidance & active

association & constructive suggestions, which immensely helped in the preparation of

this project at all stages.

I am thankful to Mr. P.K. Kanchan (Area & sales Manager) who has given me

ample guidance in preparation of this project.

I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates open to

all facilities & giving me an opportunity to work in a congenial environment during the

course of my involvement in this project report.

Ahsan Ahmad Khan

4
Summer Training in any organization is an attempt to provide the student a practical

Input and Exposure to the Real world situation in which he has to work in future. My

training in COCA-COLA was an attempt in this direction. The project work provided

me , was a survey title based on E.D.S.(Every Dealer Survey). it was to find out the

Effect of Merchandising and Route Assessment on Productivity/Sales, Availability of

product, MKT. Condition, Demand & supply of product, Distribution Channel, Cooler

display, warm display across various outlets under 7 distributors in Bareilly City. The

Extract of the work is presented in this report under various headings as, Introduction,

Company’s Profile, Project Introduction, Methodology, Data analysis, Suggestions and

Conclusions.

This report provides me a chance to study and analyse the practical aspects of the

topic (Merchandising and Route Productivity). It enhanced my knowledge in the field of

marketing. This project also gave me the chance to improve logical thinking and

interacting patterns. While working on the project, we came to know about the latest

marketing strategies and trends prevailing in the market. The way of selling and

distribution network of Coca Cola was different.

5
 TABLE OF CONTENTS

Chapter Subject Page No.

1. Research Objective 6

2. Company Profile 7

3. Comparative Analysis 17

4. Marketing Strategy of Coke 20

5. Data analysis and interpretation 40

6. Research Methodology 59

7. Findings and Analysis 62

8. Limitations of Research 65

9. Field Experience 67

10. Recommendation 68

11. Conclusion 70

12. Annexure 71

13. Bibliography 76

RESEARCH OBJECTIVES

6
The main objective of my Research is "A STUDY OF CONSUMER
PREFERENCES REGARDING COCA COLA & IT’S PRODUCTS".

This study also includes the following sub objectives:

• To study the market of Coke.

• To study the brand image of Coke.

• To know the effect of promotion activities on customer preference

regarding Coke.

• To identify the loyalty of customer towards Coca Cola.

• To measure the specific reasons for satisfaction and dissatisfaction

level of customer.

7
COMPANY PROFILE

DOUGLAS N. DAFT

Chairman of the Board and Chief

Executive Officer

The Coca-Cola Company

Douglas N. Daft was elected chairman, Board of Directors, and chief executive

officer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11th

chairman of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia

office. He held positions of increasing responsibilities throughout Asia and in 1982

was named vice president of Coca-Cola Far East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific Division and

president of Coca-Cola (Japan) Co., Ltd. He moved to the Company’s Atlanta

headquarters In 1991 to assume the responsibility of president of the Pacific

Group and in 1999 his responsibilities were expanded to include the Company's

Africa Group, and Schweppes Beverage Division, as well as the Middle and Far East
8
Group.s Mr. Daft was elected president and chief operating officer of The Coca -

Cola Company in December 1999.

AROUND THE WORLD

Although Coca-Cola® was first created in the United States, it quickly became

popular wherever it went. Our first international bottling plants opened in 1906 in

Canada, Cuba and Panama, soon followed by many more. Today, we produce more

than 300 brands in over 200 countries. More than 70 percent of our income comes

from outside the U.S., but the real reason we are a truly global company is that our

products meet the varied taste preferences of consumers everywhere

HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit growth inspite of the

sign of relief heaved by the manufacture at the abrupt sensational termination of coca

cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a

status symbol to it..., generated by the sub standard, penetrated, advertising and

extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still if international

standard area considered the per capita consumption of three serving in rock bottom

less than even our neighbors Pakistan and Bangladesh, where it is four more as much.

So with kind of a market potential coke entered in India in 1991 after the permissions

of setting up Britico Food company to coke was granted by the government in Pune in

9
1992 the plant was established for is deducted then the bottle are taken out of the line

and cleaned again or rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water

the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a

fizz. After the crowing of the bottle the crown contains the manufacturing data batch

number and Time. After crowing the bottle, the bottle comes again at checking screen

for checking the bottle.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a households name and is the lips of every one. In present time every person

know the name of coca cola since India is one of biggest market and sultry summer

from march the end of October and huge population has immensely helped in the

sales the sales of coke in India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year company’s top

management adopted new policy and increased the rate of all brands of coke. By this

decision top management determined the rate of 300 ml / 10Rs. And the brand of 200

ml determines the rate of this brand 7Rs. By which medium size family and lower level

family can be taken the enjoy of coke. By this decision company’s marketing share has

been increased.In present time coke is captured approximate 60% market share in

cold Dinks line. Now coke has defeated all the soft drinks company. According to

service and according to advertising coke has appropriate position.It has now emerged

as the winner and has a good image in the market.

MISSION OF THE COCA-COLA COMPANY

10
The mission of the Coca-Cola Company is to increase shareowner value over time.

The company accomplished the mission by working with its business partners to

deliver satisfaction and value to customers and consumers through a worldwide

system of superior brands and services, thus increasing brand equity on a global

basis.

COKE BRANDS IN INDIAN ORIGIN

COCA-COLA:

Developed in a brass pot in 1886, Coca-Cola is the most

recognized and admired trademark around the globe. Not to

mention the best selling soft drink in the world.

SPRITE: In 1961, a citrus-flavored drink made its U.S. debut,

using "Sprite Boy" as inspiration for its name. This elf with silver

hair and a big smile was used in 1940s advertising for Coca-

Cola. Sprite is now the fastest growing major soft drink in the

U.S., and the world's most popular lemon-lime soft drink.

FANTA:

11
The name "Fanta" was first registered as a trademark in Germany in 1941, when it was

used for a few years for a soft drink created from available materials and flavors.

The name was then revived in 1955 in Naples, Italy, when it was used for the "Fanta"

orange drink we know today. It is now the trademark name for a line of flavored drinks

sold around the world.

DIET COKE:

The extension of the Coca-Cola name began in 1982 with the

introduction of diet Coke (also called Coca-Cola light in some

countries). Diet coke quickly became the number- one selling

low-calorie soft drink in the world.

VANILA:

It is an Ice Cream in taste. Launched in 2004.

LIMCA:

12
This is thirst-quenching beverage features a fresh and light lemon-lime taste and a

lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the

Coca-Cola Company in 1993.

MAAZA :

Maaza, launched in 1984 and acquired by The Coca-Cola

Company in 1993, is a non carbonated mango soft drink with a

rich, juicy m natural mango taste.

THUMPS UP :

In 1993, The Coca-Cola Company acquired this brand, which

was originally introduced in 1977. Its strong and fizzy taste

makes it unique carbonated Indian Cola.

KINLEY WATER:

This is thirst-quenching beverage features fresh the fresh water

with the saturated oxygen level.

SUNFILL:

This is thirst-quenching beverage features a fresh and light

orange taste and a lighthearted attitude.

13
 VISION

 The long-term vision of Coca-Cola in India is to provide exceptional strategic

lead to the Coca-Cola in India.

 Through Coca-Cola system resulting in consumer & customer preference and

loyalty through Coca-Cola is commitment to them and in a highly profitable

Coca-Cola Corporate branded beverage system.

MISSION

The mission of coca cola in India is:

 Increase in shareholder's value over time.

 To achieve the above by working with business partners to deliver satisfaction

and value to customers and consumers through world wide system of superior

brand and services thus increasing the brand equity.

 To achieve the mission the company seeks the contribution from each of the

given areas:

 People working in the company.

 Commitment of the company.

 Goals & objectives of the company.

 Environmental policy.

 Internal control.
14
  Policy & producers.

BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two

bottling operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes in

the existing system of the soft drink market prevailing in India, by acquiring the major

brands and the bottling operations from Parle. After this company founded some of it’s

own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by

purchasing other bottling operations, all around India and introduces new technology in

them. These bottling plants are called Company Owned and Operation Bottling

Operation. Company has full ownership and operational right for these type of

operations. The other type of bottling operation for the company are called Franchise

Owned and Operated bottling Operation, to these, the company has given the right to

produce the product for the company and to supply with in the territory assigned by the

company. Company has no ownership or operational right/control over these.

15
16
In India Company have 26 COBO and 14 FOBO operations for the production and

control of the whole operation in India. These are divided in to various zones that are

given in the marketing mix section of this report.

17
 "COMPARATIVE ANALYSIS OF COKE & PEPSI"

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.

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 bottling 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 to cross over

for both the athletes for getting no.1 position comparison to the inter. coca-cola is well
18
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 competition has not come from

pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc. pepsi

is quite aggressive in its approach to indian consumer. they are desperately working

on the strategy to be winners in the hot cola war between two big barons. according to

pepsi philosophy, it’s the madness that encourages executive to think, to conjure up

those creative tactics to knock the fizz out their competition. pepsi had plumbed a large

on the visibility of its blue red and white logo. they have been going with aggressive

marketing by putting amir khan, akshay kumar and their advertisement 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. Coca-Cola on the other hand,

has been working on the saying slow and steady wins the race’s side by retailing to

19
every more of its competitor. they have procured the shield of thums up with a

handsome market share in indian soft drink market.

Countering pepsi’s international commercial that used two chimpanzees to cock a

snoop at coke, thums up come with the ad line, don’t 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.

Marketing Mix and Strategy Of Coke

20
 Marketing mix of any organization consists of 4 P's i.e. product, price, place and

promotion having its own significance, which varies from one organization to the other.

In Coca-Cola the information about all the 4 P's that can be available to me is given

here:

PRODUCT: Product mix of Coca-Cola consists of the various brand packs and flavors

given in the table. Product strategy of the Coca-Cola is to promote all the brands

available in all the brands packs and to introduce the product in new flavors and. even

new product. Regarding this Kinley soda is introduced. Fanta in green apple flavor is

also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to

me, but as done for the different product of the company, company has priced the

product same as that of its major competitor or the market leader.

PLACE: The Coca-Cola Company in India is governed from its corporate office

located at Gurgaon in Haryana. It governs the working of five zones covering whole

India these zones are: - Northern zone, Eastern zone, Western zone, Southern zone

and Andhra Pradesh zone. These zones are divided in to various, plants, which govern

the area assigned to them. The areas are the various distribution centers called

distributors and C&F agents. Then comes the retailers/customer for the company's

product, they receive goods from distributors and C&F agents. Finally consumer is

there, having the product from the customer's shops or delivered to their home, it is

more clearly visible through this chart. The Coca-Cola Company, which gave its reach

to the mouth of billions of people all around the world having a wide distribution,

21
network. In India, the pace and speed at which Coca-Cola has widened its business is

really amazing. Distribution network is the biggest strength of the company.

PROMOTION: This part of the marketing is playing a very vital and important role in

the current situation in India. Looking at the competition and promotion and advertising

budget of both the companies coca cola and Pepsi, one can easily estimate the

importance of this.

BRANDING

What is a brand ?

A brand is name, term, sign, symbol or design or a combination of them which is

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors. A Trade mark is "a brand or a part of

brand that is given legal protection because it is capable of exclusive

appropriation."

Manufacturers can use their own brands (known as Manufacturers' brands) or

brands of their distributors (Distributors' brands).

Why branding?

Manufacturers/ distributors use brand names for a variety of reasons from

simple identification purposes to having legal protection for unique features of the

products from imitations and help consumers recognize certain quality parameters. In

22
some cases, brands are just used to endow the product with unique story and

character which itself can be a basis for product differentiation.

Special importance of brands for soft drink products

While brands can represent all types of goods or entities, they have special

importance for products. Brand equities are stronger in soft drink products as the

consumer is reluctant to try unknown brands/ unbranded products for the following

reasons

• These products individually account for a small part of household spending.

• Most of these products are for personal use.

• In many cases, it is difficult to differentiate a product on technical or functional

grounds and therefore the consumer is reluctant to switch to an unknown brand.

• Successful brands generate strong cash flows, which enable the owner of the

brand to reinvest a part of it in the form of aggressive advertisements/

promotions. This reinforces the perceived superiority of a brand.

VALUATION OF BRANDS :

Value of a brand is represented by the incremental cash flow resulting from a product

with a brand versus a product without a brand name or with weaker brand name.

Brand valuation is a complex process and involves a lot of subjectivity. There are no

23
widely accepted techniques of brand valuation. There are several considerations which

cannot be standardized or quantified such as

• To pre-empt competition from taking over a brand

• Synergy with the company acquiring existing brands/ businesses

• Strategic entry into a new product category

• Prevent damage to existing brands. Many a times stiff competition results in

price cutting, aggressive promotions, lower margins for all the competing brands.

• Confidence in the acquirer of the brand to rejuvenate a languishing brand.

3. DISTRIBUTION :

Marketing or Distribution channel refers to the set of marketing intermediaries

which manufacturer's link together to reach their products to the ultimate consumers.

Depending on the product, nature of market and manufacturers' resources/strategy,

there can be one or more links between the manufacturer and consumer.

Manufacturer – Retailers

Manufacturer - Wholesalers – Retailers

Manufacturer - Stockists - Wholesalers - Retailers.

RETAILING :

In India, there are over 5 million retail outlets dispersed all over the country. The

retailing industry provides employment to over 18mn people. 1 out of every 25 families

24
in India is engaged in the business of retailing. Ownership and management are

predominantly family controlled. However in sharp contrast to developed countries,

unit average size of a retail outlet in India is very small.

Organized retailing, however, has been a recent phenomenon and is relatively

undeveloped. There are no large super market chains/ shopping malls. Consumers are

unwilling to pay a premium for convenience shopping as their counterparts in the

western countries do. While small chain stores called Apna Bazaars and Sahakan

Bhandaars, which offer products at reasonable prices, have been fairly popular,

Department Stores and Food Stores are slowly gaining popularity. A large number of

corporates have recently ventured into retailing.

The retail outlet in India can be broadly categorized as follows:

- Grocery stores

- General purpose stores

- Food stores

- Pan bidi shops

- Chemist/ drug stores

- Cold chains

The relative share of grocers dropped from over 50% in the early 90's to 35% in

the late 90's. Chemist outlets on the other hand, have been expanding their product

range to include high margin FMCG products from shampoos to ketchup. Pan-wallas

are also emerging as full fledged consumer product outlets.

25
 Themes for Coca-Cola Advertising

Themes for Coca-Cola Advertising (1886-1999)

1922 1924

Thirst Knows No Season

Refresh Yourself
1925 1926

It had to be good to get where it is

Six Million a Day
1927 1929

26
 The Pause That Refreshes

Around the Corner from

Everywhere
1935

Friends For Life

1939 1942

Thirst Asks Nothing More

The Only Thing Like Coca-Cola is
Coca-Cola Itself
1948 1949

27
Where There's Coke There's Along the Highway to Anywhere
Hospitality
1952 1957

What You Want Is a Coke

Sign of Good Taste

1958 1959

28
 Be Really Refreshed

The Cold, Crisp Taste of Coke

1963 1969

It's the Real Thing

Things Go Better with Coke

1974 1975

29
 Look Up America

Look Up America
1976

Coke Adds Life

1978 1979

Have a Coke and a Smile

30
 Coke Adds Life

MARKETING

Direct marketing : In direct marketing manufacturers reach the consumers

directly. Direct marketing can be undertaken in several ways such as mail order, own

retail outlets, mobile vans etc. A new innovative approach to direct marketing viz

31
multilevel marketing is becoming increasingly popular. Also gaining ground slowly is E-

tailing i.e. selling products through the internet.

Market Research

Market research activities encompass studies on:-

- market characteristics

- measurement of market potential and size,

- market share analysis,

- competitive products,

- new products acceptance/ product preference,

- sales (region wise, consumer wise etc) analysis,

- short/ long term sales forecasting,

- advertisement effectiveness

- post-shipment data (actual shipment by manufacturers),

- retail stores audit (actual sales at sample outlets)

- trade feedback and distribution,

- brand recall, point of sale material etc.

It requires skilled people for data collection as well as analysis. Several large

consumer companies have in-house MR department. Most others retain specialized

and professional MR agencies. The significance of market research has increased

considerably in the recent times as

32
 - Size of operations of major players has increased to national and international

markets.

- Marketing executives are physically away from the market and hence the need

for flow of information.

- In the environment of increasing competition and multiple products competing

for consumers' preference information about the market has tremendous utility.

- Information is required for segmenting the market and appropriate pricing and

positioning of the products.

Market research approach :

Typically, a market research activity involves the following 5 steps,

Problems definition This forms the basis of research and failure to identify the

problem precisely will result in finding a correct solution for a wrong problem.

Research design: The next step is to set out objectives of research clearly,

determined data collection methods to finalize research instruments and sampling

plan.

Field work: After finalization of research design, the actual data collection

begins. It can be done by the agency on its own or through subcontracting to third

parties. Data is collected by questionnaires/ direct interviews, telephonic interviews,

simple observation etc.

33
 Data analysis: The next step forms the heart of research activity. It involves

extracting meaningful information from the data collected and analyzing the

information statistically and also from business perspective. Statistical techniques

include simple/ multiple linear programming models, time series, exponential series,

regression analysis, simulation, Marko chain process etc.

Report preparation: The final step is to prepare a report, present major

findings in a manner amenable to managerial decision taking. There may be some

follow up and revalidation required.

TEST MARKETING :

Test marketing refers to testing out product and marketing mix with a small

number of well chosen consumers which are representative of the target segment.

Test marketing is frequently used by consumer companies, in contrast to industrial

companies which prefer feedback through informal channels. Test marketing improves

knowledge of target consumers, potential sales and is an effective tool to pre-test

alternative marketing plan. In most products, it is important to check trial rates as well

as re-purchase rates.

CONSUMER'S PANELS :

Consumer panels refer to a set of consumers with different demographic

characteristics (so as to be representative of target population) who agree to co-

operate in market research, typically for a consideration. Market research agencies

34
and companies try to collect information on buyer's characteristics by introducing a

new product to the consumer panels. The firm estimates trials as well as the repeat

purchasing by this method. There are statistical models to forecast market shares,

demand, brand switching etc.

7. ADVERTISING AND PROMOTION :

Advertising consists of non-personal form of communications. The

communication is conducted through trade media under player sponsorships.

Advertising aims at providing information about the product arouse demand for the

product and emphasize on superior features of the advertised product over others.

Players have to decide on overall advertisement budget, message and mode of

presentation, type of media, timing etc. They invariably do post audit of advertising

efficacy.

Promotions are of two types viz. pull promotions where consumers are

incentivized and push promotion where dealers/ retailers are incentivized. There are

several forms of promotion such as distributing free samples, discount coupons, gift

offers for consumers and target based incentives and display schemes etc for retailers.

Marketers also sponsor charity programs, sports etc to promote corporate/ brand

image.

DISTRIBUTION MANAGEMENT

35
 Distribution management is a logistics control process that applies situational

understanding from both the operational and logistical common operating pictures in

order to dynamically control and synchronize the flow of materiel through the

distribution pipelines, including retrograde and lateral distribution. The last part of the

definition - retrograde and lateral distribution - is critical to future success and is often

overlooked in distribution management schemes. Our ability to move materiel in any

direction through the pipelines provides an economy of effort that actually becomes a

force multiplier. In this manner, distribution management becomes a key enabler of

logistics transformation, by reducing materiel requirements to only those that are

needed and by leveraging stock age positioning to reduce the total cost of

sustainment.

Distribution Management: - When you're operating multiple plants over a large

geographical area, knowing exactly what you have and where it's located can be a

tremendous competitive advantage. Frontier's Distribution Management components

allow you to access real-time inventory and shipping information across your

enterprise, as well as historical audits that can help with planning for the future. With

Frontier, you'll always know your inventory requirements and availability for every

product, at every plant. You can instantly find transit status for parts and finished

goods. Frontier helps you plan more efficient truck loading and shipping routes. You'll

also enjoy shipping and billing that is tightly integrated from the initial sale through

Accounts. A definition of dynamic control is also required before we go further.

Dynamic control is the distribution manager's ability to rapidly set and change priorities

and modes of transportation in response to the war fighter's requirements. If

36
 Quartermasters cannot dynamically control the delivery of supplies and materiel, we

remain at the mercy of the transportation system and will be forced into the comfort

and expense of a stockage-based supply system.

DISTRIBUTION MANAGEMENT PRODUCT MODULES

Advanced Forecasting

Advanced Pricing

Advanced Stock Valuation

Agreement Management

Bulk Stock Valuation

Enterprise Facility

Planning Inventory Management

DAILY SHIPPING ACTIVITIES AT COCA-COLA

BSR-(Bonded storage area)

1. Daily report

2. Physical stock verification

3. Full movement report

37
4. RG 1

5. Leakage and Breakage Report

6. Stock covered with tarpaulin

7. Shipping office house keeping

EMPTY

1. Check for pending ERA

2. Breakage report

3. Physical stock verification

4. Breakage handing over to store

5. House keeping of empty yard

PRODUCT RANGE

Flavour Ingredients Pack Product Company

38
Cola Cola Flavour 200Ml. Coke, Coca-Coal

carbonated water 300Ml. Thumsup

sugar 500Ml.

1.5 Litre

2 Litre Pepsi Pepsi

Orange Orange Flavour + 200Ml. Fanta Coca-Cola

Carbonated Water+ 300Ml.

Sugar 500Ml.

1.5 Litre

2 Litre Mirinda Pepsi

Fruit Juice Mango Pulp+ 250 ML Maaza Coca-Cola

Treated water+

sugar Slice Pepsi

Cloudy Lemon Flavor + 200Ml. Limca Coca-Cola

Lemon Carbonated Water+ 300Ml.

Sugar 500Ml.

1.5 Litre

2 Litre Mirinda Lemon Pepsi

39
Clear Lemon Lemon Flavour+ 200Ml. Sprite Coca-Cola

Carbonated Water + 300Ml.

Sugar 500Ml.

1.5 Litre 7’Up

2 Litre Dew Pepsi

DATA ANALYSIS AND INTERPRETATION

TABLE NO. PAGE NO.

1. PREFER TO HAVE COLD DRINKS 40

2. DO YOU LIKE COLD DRINKS? 41

3. CONSUMPTION OF COLD DRINKS IN A DAY 42

4. PREFERENCE OF FLAVOURS 43
40
 5. PREFERENCE OF BRAND NAME 44

6. FACTOR INFLUENCES CHOOSING PARTICULAR BRAND 45

7. OPINION TOWARDS POPULAR BRANDS 46

8. AVAILABILITY IN RETAILER’S SHOP 47

9. AVAILABILITY IN COLLEGE CANTEEN/LOCALITY/COLONY 48

10. OPINION TOWARDS TASTE 49

11. IN CITRIC FLAVOURED? 50

12. IN ORANGE FLAVORED? 51

13. IN MANGO FLAVOUR 52

14. CAUSES OF CHOOSING BRANDS 53

15. MOST APPEALING BRAND ADVERTISEMENT 54

16. MOST APPEALING BRAND PUNCH LINE 55

17. OPINION TOWARDS PRODUCT 56

18. OPINION TOWARDS PRICING STRATEGY 57

Table- I

Prefer to have cold drinks

Response No of Respondent Percentage ( %)

Yes 100 100%

No 00 00%
Total 100 100%

41
Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take cold

drink because it gives the full satisfaction in the hot and humid day. It was found that

100% of respondent likes to take the soft drinks and 00% respondents don’t want to

take cold drinks. The people who don’t prefer are because of their taste and

preference. They are of the perception that Lassie and Nimbu pani are beneficial than

the carbonated soft drinks.

Do You Like Cold Drinks?

RESPONSE NO. OF RESPONDANT PERCENTAGE

100 100%
YES
00 00%
NO
100 100%
TOTAL

100% 0% Yes

No

42
Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take cold drink

because it gives the full satisfaction in the hot and humid day. It was found that 100%

of respondent like to take soft drinks and 00% respondent don’t want to take cold

drinks. The people who don’t prefer are because of their taste and preference. They

are of the perception that Lassie and Nimbu pani are beneficial than the carbonated

soft drinks.

Consumption of cold drinks in a day

Response
No of Respondent Percentage (%)
(Time a day)
Less than 2 54 54%
2–4 35 35%
More than 4 + 11 11%
Total 100 100%

54
60

50
35
40

30
11
20

10

0
Less than2 2–4 Morethan4+

43
Analytical Interpretation:

The given diagram & table show the frequency of taking cold drinks in a

day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35%

of respondent takes 2 – 4 cold drinks a day. And 11% of the respondent likes to takes

more than 4 cold drinks in a day. The people who consume more than two cold drinks

have a habit of a high consumption. For them a change in price doesn’t changes their

demand to a great extent. They also maintain a brand loyalty in the brand they are

regularly consuming.

Preference of flavours

Flavour No of Respondent Percentage

Cola 41 41%
Citric 26 26%
Lemon 21 21%
Orange 10 10%
Others 02 02%
Total 100 100%

45% 41%

40%
35%
26%
30%
21%
25%
20%
10%
15%
10%
2%
5%
0%
Cola Citric Orange Lemon Others

44
Analytical Interpretation:

The given graph & table show the most popular flavour in cold drinks is Cola. It

was found that the 41% respondent likes the Cola Flavored, 21% of respondent likes

the Lamon flavored, 26% of respondent likes the citric flavour, 10% likes the Orange

flavour and only 2% likes the other flavored.

Preference of Brand name

Response No of Respondent Percentage (%)

Yes 56 56%

No 39 39%

Can’t Say 05 05%

Total 100 100%

5%

39% Yes

56% No

Can’t Say

Analytical Interpretation:

The graph & table clear view regarding the importance given to a brand

name while choosing the cold drinks. It was found that the 56% of Respondent
45
says Yes and 39% of respondent say No and the only 5% of respondent not in a

position to say anything.

Factors Influences choosing particular Brand

Response No of Respondent Percentage (%)

Brand 28 28%
Flavour 48 48%
Advertisement 06 06%
Chilled 18 18%
Total 100 100%

Analytical Interpretation:

The chart and diagram shows that the way respondent likes the particular brand of

cold drinks. It was found that 48% of respondent likes the because of flavour, 28%

respondent likes the cold drinks because of brand, 18% of respondent likes because of

chilled and only 6% of respondent likes because of advertisement.

46
Opinion towards Popular Brand

Brands No of Respondent Percentage (%)

Coke 58 58%
Pepsi 21 21%
Others 21 21%
Total 100 100%

60%

50%

40%

30% Series1

20%

10%

0%
Coke Pepsi Others

Analytical Interpretation:

The given diagram gives the view regarding the most popular and demanded brand. It

was found that the 58% of respondent preferred the Coke as most popular brand, 21%

of respondent say Pepsi as most popular brand, 16% of respondent referred the coke

as the popular brand and the only 21% of respondent say others was a the most

popular brand.

Availability in retailer’s shop

47
Response No of Respondent Percentage (%)

Cola 61 61%
Citric 30 30%
Fruit flavored 9 9%
Total 100 100%

61%
70%

60%

50%
30%
40%

30%

20% 9%

10%

0%
Cola Citric Fruit flavoured

Analytical Interpretation:

The given chart table shows that the most available flavour on the respondent retailer’s

shops. It was found that the 61% of respondent (Consumers) say that they find Cola

flavour on their retailer’s shop.30% of respondent found the citric flavor on their

retailer’s shop. Science cola flavour is a Universal flavour in India, with consumers of

all age, sex and preference accepting it whole heartedly.

Availability in College Canteen/Locality/Colony

Brand No of Respondent Percentage (%)

Coke 51 51%

Pepsi 47 47%

48
Others 02 02%
Total 100 100%

2%

Coke

47% 51%
Pepsi

Others

Analytical Interpretation:-

The graph & table gives the information regarding the available the available brand on

their college canteen or a colony or a locality. It was found that 51% of respondent

found the Coke brands of cold drink highly available while 47% of respondent said that

they found Pepsi brand as highly available and only 02% of respondent said that they

found other brand like Frooti or others brands highly available. This difference in the

response is because of the consumption of different brands in different segments.

Opinion towards Taste

• In a cola flavor.

Brand No of Respondent Percentage (%)

Coke 75 75%
Pepsi 25% 25 25%
Total 100 46%
100%
Thumpsup

Coke
29%

Pepsi

49
Analytical Interpretation:

The given table and diagram gives the idea of the respondent opinion regarding the

Cola flavour drink. It was found that the 75% of respondent likes the Coke and the only

25% respondent likes the Pepsi flavour.

• In Citric flavored?

Brand No of Respondent Percentage (%)

Mountain Dew 41 41%

7`Up 30 30%
Sprit 29 29%
Total 100 100%

29%
41%
Sprite

Mountain Dew
30%
7`Up

50
Analytical Interpretation:

The given table and Diagram gives the idea of the respondent opinion regarding

the citric flavour drink. It was found that the 41% of respondent likes the Mountain

Dew, 30% of respondent likes the 7 UP and the only 29% of respondent likes the Sprit

in Citric flavored. The consumers of Mountain Dew say that it has a better and genuine

taste than the Sprit flavored of Coke.

• In orange flavored?

Brands No of Respondent Percentage (%)

Miranda Orange 64 64%
Fanta 28 28%
Others 08 08%
Total 100 100%

8%

28%
Fanta

64% Miranda Orange

Others

51
Analytical Interpretations:

The above given table and chart show the opinion of the respondent regarding

Orange flavour. It was found that the 28% of respondent likes fanta of COKE brand,

64% of respondent likes the Miranda of the PEPSI brand and 8% of respondent likes

the other soft drinks of orange flavour.

• In Mango flavour.

Brands No of Respondent Percentage (%)

Mazza 37 37%
Slice 22 22%
Others 41 41%
Total 100 100%

37%
41%

Mazza

Slice

22% Others

Analytical Interpretations:

The above shown table and chart gives the view regarding the opinion of respondent about the

Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of respondent like

Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand. One of the greatest

52
advantages with Frooti is that it comes in tetra pack which is a one way pack. People find it

convenient to take it home for consumption. Even coke and Pepsi have introduced tetra pack

in the Mango drink recently but it will definitely take some time take away market from the

market leader. Also Frooti is a well established brand has available in tetra pack for a long

time.

Cause of Choosing Brand

Subject No of Respondent Percentage (%)

Blend 20 20%
Brand Image 38 38%
Availability 26 26%
Advertisement 16 16%
Total 100 100%
38%
40%

35%
26%
30%
20%
25%
16%
20%

15%

10%

5%

0%
Blend BrandImage Availability Advertisement

Analytical Interpretations:

The graph & table above say that why the respondent like their favoured brand.

It was found that 38% of respondent likes his brand because of brand Image, 26% of

respondent likes because of availability, 20% of because of Blend and only 16% of

advertisement. Brand image refer to the perception of the customers regarding the

53
choice of a particular brand. It comes with the kind of advertisement brought by the

company. Blend over here refers to the taste of the flavour demanded.

Most appealing Brand advertisement

Brands No of Respondent Percentage (%)

Coke 52 52%
Pepsi 48 48%
Total 100 100%

48%
Coke
52%

Pepsi

Analytical Interpretations:

The given chart shows that the respondent about the most appealing brand

advertisement. It was found that the 52% of respondent says that Coke advertisement

is most appealing, 48% of respondent says Pepsi advertisement is most appealing

one. The advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik

Roshan, Karishma Kapoor and Amir Khan who are highly acceptable by the public.

The advertisement of Coke featuring Amir Khan with a punch line

“Thanda Matlab…………….Coca-Cola”

It was a super hit which took Coke not only to the rural markets but also

overturned the market of Pepsi.

54
Most appealing Brand Punch Line

Brand No of Respondent Percentage (%)

Coke 68 68%
Pepsi 32 32%
Total 100 100%

38%

40% 32%
30%
35%

30%
25%
20%

15%
10%

5%

0%
Coke Pepsi Thumpsup

Analytical Interpretations:

The chart shows the opinion regarding the most effective punch line in respondent

view. It was found that 68% of respondent feel that Coke punch line is most effective,

32% of respondent feels Pepsi ‘Punch line is most effective, Major no. of people thinks

that the most effective punch line is ‘Thanda Matalab……….Coca-Cola” and

Punch “Matlab ……Chota Coke”, Then “Ye pyass hai Badi” and “yeh dil mange

more”

Opinion towards product, which is promoted by celebrity

55
Response No of Respondent Percentage (%)

Yes 40 40%
No 32 32%
Can’t say 28 28%
Total 100 100%

28%
40%
Yes

No

32%
Can’t say

Analytical Interpretations:

The group & table show that the people like the product of it promoted by a

celebrity. It was found that 40% of respondent said that they the product because of

the celebrity shown in the advertisement consuming it, 32% of respondent says No

about the celebrity promotion, 28% respondent not in a position to say anything. In

India people have a great craze for their favorite celebrities’ They have a lot of love for

their favorite celebrities they want to imitate by doing what they do as shown in the

advertisement

Opinion towards Pricing Strategy

Response No of Respondent Percentage (%)

56
Yes 64 64%
No 22 22%
Can`t Say 14 14%
Total 100 100%

14%

Yes
22%
64% No

Can`t Say

Analytical Interpretations:

The given table & diagram shows that how effective the companies facility the

consumer. It was found 64% of respondent says yes. 22% of respondent says No and

14% respondent can’t say anything. India is a mass market for the consumer product

but at the same time it is also a very “Price Sensitive” Market. So with a small

decrease in price results in a drastic increase in the demand. Since soft drink is a

consumer product, the price has a great influence on the demand of the product.

RESEARCH METHODOLOGY

57
The success of any survey is depends upon resources, quality and timing and integrity

of the surveyor who compiles the primary data. So it is a very important task is to

manage all the available resources which make impact on the quality of survey.

RESEARCH DESIGN

Descriptive Research

Approach-

The approach behind a surveyor the project varies with the purpose of the survey.

Under this report, "quantitative" approach is used which is concerned with the

objective assessment of the availability and display that is clearly visible and can

be easily quantified. No subjective assessment is involved in this report.

Area of Survey-For performing any survey a sample is selected from the

population. All the consumers are chosen from different location of Barielly City.

Planning: For a successful compilation and best result within a limited time the

planning was must. In this way the first step was to design an appropriate data form

we can say it questionnaire that covers all the mandatory areas of information that is to

be analyzed. The data form which I was used to collect data was designed by my

immediate supervisor.

Sampling Design

58
Design is the plan, structure & strategy of investigation conceived so as to attain

answer to questions' to survey and to control the variances. According to this

project's / survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method:

• Primary Data

• Secondary Data

The two sources for data collection are documentary or secondary and field or primary

is used. Because I have to collect the information, which is fickle in nature, the

availability and display of the product changes even each and every day, therefore

questionnaire is selected as the survey instrument. The forms used for the survey

were close-ended questionnaire consisting of various items. I have covered Barielly

City & took data of different areas it was great to visit company like "Coca-Cola",

season like "Summer" and product like "Cold Drink", combining all the factors together

make the sample design for the project very important for the real extract from the

market. According to my judgment and to cover all the major areas the sample was

selected. The sample size was 100 consumers.

Statistical Tools: Representation of statistical data by diagram, graphs, charts or

pictures is more effective than tabular representation being easily intelligible to a

layman, indeed diagrams is most essential whenever it is required to convey any

statistical information to the general public.

59
The more important types of diagram which are use in statistical work are:-

1. Bar Diagram : Mode of diagrammatic representation of data is the bar diagram.

In this method bar of equal width are taken for the different items of the series. The

length of the bar represents value of the variables concerned.

2. Pie Chart : It is a circle whose area is divided proportionately among the different

components by straight lines drawn from the center to the circumference of the circle.

When statistical data are given for a number of categories and we are interested in the

comparison of various categories or between a part of the whole, such a diagram is

very helpful in effectively displaying the data.

Sample Size : 100

Type of Sampling : Convenience Sampling.

60
FINDING

AND

ANALYSIS

61
 FINDINGS AND ANALYSIS

SWOT ANALYSIS

STRENGTH:

 Coca-cola Potential brands position in the market.

 Good quality and innovation of product for long term customer relationship.

 Good advertising campaign, and brand ambassador.

 Advertisement campaign more effective and change punch line make.

Emotional touch with customer and retail.

 High investment in research and development.

 Coca-cola has a good market share.

 Segment of coke product to every age group.

 To satisfy of retail or through schemes SGA, display.

WEAKNESS:

 Lack of proper distribution in many areas.

 Lack availability 1 it & 1.5 it product pack.

 Lack supply of Kinley water in the market.

 Rising No. of date dealers that will wrong effect in market condition.

 Retailers are not getting schemes at the time.

 No distribute enough signage to retailers.

62
OPPORTUNITY:

 Coke is able to capture large mkt. Share.

 More monopoly counters of coke brand.

 To improve market mix (Product, price, promotion, place).

 To increase the sale of Kinley water.

THREATS:

 Pepsi is the major competitors, that means watch myopia in the market every

time.

 Pepsi have captured major market of 200 ml, 300 ml, 500 ml,& 2 lt .

 Retailers divert to pepsi because they are getting good schemes & Increase

local brand in the market.

63
 LIMITATION OF RESEARCH

1.The area of study is limited to the merchandising and route productivity aspects of

the system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company,

so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a

deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the

secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor

who collect the basic data by expressing the subject under the study and on the

respondents who provides the data required by filling up the questionnaire .The

accuracy of the data collected solely depends upon the cooperation and truthfulness of

the person who is being interviewed.

64
6. Interaction skills as well as the behaviour of the respondents also played as a

constraints during the research.

65
 FIELD EXPERIENCE

The success of any survey depends upon the quality and integrity of the surveyor who

collect the basic data by expressing the subject under the study and on the

respondents who provides the data required by filling up the questionnaire .The

accuracy of the data collected solely depends upon the cooperation and truthfulness of

the person who is being interviewed.

Keeping this in mind i have tried my best to collect the reliable data. During this

process I came across a Variety of experiences some interesting and some bitter

one’s. After knowing the utility of the survey some of the respondents filled up the

questionnaire sincerely whereas some of the other were not interested in it . How ever,

most of respondents were friendly and cooperative and willingly filled up the

questionnaire with utmost sincerity and to best of their knowledge. Barring few

exceptions I had a pleasant time with respondents. I hope that the respondents did not

feel the interview insipid and boring. I got the opportunity to interact with different

people of different areas in Bareilly City

66
 RECOMMENDATIONS

Doing a survey on consumers market provided a lot of insight into the dynamics of the

market place and with it valuable insights were also gained into the psyche of

consumer and owners.

1. SUPPLY

The demand of Thums up & Maaza far exceed the supply especially in case of 200ml

and pet bottles. Few shop owners’ clamed that many a times no supply is made for 3

days and some times even more.

Sometimes the delivery vans of Coca-Cola starts late from the distribution point and

that of rivals reach early .so eateries, which generally serve soft drinks in the glass,

buy the soft drinks from the delivery van which arrives first.

Salesman at the delivery van to be inconsistent on certain meters likes the concept of

broken bottles. When dealing with the shop and the eatery owners some salesman do

exchange bottles while some do not?

All flavors and all size of bottles are kindly available in the market.

The supply of 600 ml bottles , In Bhojipura ,is very poor.

2. COMPANY REPRESENTATION

67
Owners confirmed that Company representatives don’t come when called repeatedly.

The Company must ensure that the representatives do visit an outlet at least once in 3

days to listen and to attained to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET

The Company easily influenced many eatery owners, which provide them with better

facilities. There was a tendency to push the product of the Company which ever

offered them better scheme or benefits.

The Company must ensure that the representatives do visit an outlet at least

once in 3 days to listen and to attain to complaints.

68
 CONCLUSION

From this summer training and project titled "Merchandising and route

productivity" in Coca-Cola, I have learned a lot about real practical work being done

in the market I have also watched & learned the practical applicability of the various

things that we have studied theoretically.

I observed on the basis of survey in Bareilly city that Coca-Cola lay emphasis on

merchandising in order to become the No.1 brand in soft drink industry the report was

finds out the availability of different flavor and packs.

Cola-Cola adopt a good customer relationship management, it is focus on the,

segment of the product because each segment is affected by different sets of factor

which hamper or enhance sales. Each segment had its own Pros & Cons. So we have

to understand the various segment of soft drink industry that which flavor is existing

more in the market, Such as Thums-up strong brand of coke which is more popular in

young generation. I also observe about fate dealer, sub dealer, monopoly counter & its

marketing strategy. Such as fate dealer is influence wrong direction to the market.

They are supply product at high margin with low scheme.

As we know till now since ill soft drink industry the concept of brand loyalty is not in

that shape in which it is in countries. So company could take some steps to be to have

a good report with the retailers why supply them regularly and provide them with other

monetary benefits.

69
ANNEXURE

QUESTIONNAIRE

70
1. Name of the Respondent:- …………………………

2. Address: - …………………………

3. Age group: -

(a) Below 15 (b) 15 – 20 (c) 20 – 25

(d) 25 – 35 (e) 35 – 45 (f) Above 45

1. Educational Background

(a) Matric & Below

(b) Intermediate

(c) Graduation

(d) Post Graduation

2. Do you take cold drink?

(a) Yes (b) No

7. If yes how frequently? (Daily)

(a) Less than 2 (b) 2 – 4 (c) More than 4

8. Which flavour do you like most?

(a) Cola (b) Citric (c) Orange

(d) Lemon (e) Others.

9. Do you give importance to brand name while choosing your cold drink?

(a) Yes (b) No (c) Can’t Say

10. Which brand you prefer most?

(a) Coke (b) Pepsi (c) Both (d)

Others

71
 11. You like the particular brand of cold drink because of?

(a) Brand (b) Flavor (c) Advertisement (d)

Chilled

12 In your opinion which brand of cold drink is most demanded or popular?

(a) Coke (c) Pepsi (d) Others.

13. Which brand is more available in your retailer’s shops?

(a) Cola (b) Citric (c) Fruit Flavored.

14 Which brand of cold drink do you find most in your college

canteen/colony/locality?

(a) Coke Brand (b) Pepsi Brand (c) Others.

15. In your opinion which soft drink is better taste?

(i) In Cola Flavor

(a) Coke (c) Pepsi

(ii) In Citric Flavoured.

(a)Sprite (b) Mountain Dew (c) 7`Up

(iii) In Orange flavoured.

(a) Fanta (b) Miranda Orange (c)

Others.

(iv) In mango Flavoured.

(a) Mazza (b) Slice (c) Others.

16. Why do you like your brand?

(a) Blend (b) Brand Image (c) Availability

72
 (d) Advertisement

17. Which brand advertisement appeals you most?

(a) Coke (b) Pepsi (c) Others.

18. Most effective punch line in your opinion of?

(a) Coke (b) Thumps up

(c) Pepsi (d) Others.

19. You like the product which is promoted by the celebrity?

(a) Yes (b) No (c) Can’t Say

20. Do you think that the pricing strategy adopted by the cola companies fascinate

the consumer?

(a) Yes (b) No (c) Can’t Say

21. Any Suggestion:-

……………………………………………………………………………………………………

…………………………………………………...

……………………………………………………………………………….......

Thank You,

Signature

73
 BIBLIOGRAPHY

1. Research Methodology, Kothari. C.R., Research Methodology Methods

& Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

2. Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing

Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition.

3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International

Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.

4. Company Profile, Web-Site:- www.coca-cola.com <http://www.coca-

cola.com>

5. Merchandising & Route Productivity, www.ask-jeeves.com,

www.distributing-company.com.

6. Retailing, Company Souvenirs.

Roll No. 0901670043

74