2

DECLARATION
I, Surbhi Singh a student of MBA of Rakshpal Bahadur Management Institute
Bareilly do hereby declare that the project report entitled Brand Availability Index
and Factors Inluencing !onsumer Buying Behaviour" that has been submitted by
me as a requirement for the award of degree of in partial fulfillment of the requirement
for the award of M.B.A Programme training period was #$
th
%une to &'th %uly(
)'#'.


Surbhi Singh
MBA Sem
Roll *o+ ','#-.'#'&

ACKNOWLEDGEMENT
!oing a project wor" of this nature is an arduous tas" in itself. I was fortunate enough
to get support from a large number of persons to whom I shall always remain grateful.
I e#press my than"s to the $oca%$ola company for pro&iding me a great opportunity
to wor" as a summer trainee in their organi'ation and to learn great deal about how
mar"et actually wor"s and its intricacies. I am than"ful to ((. )*.M.sales+, (((
),uality Assurance -#ecuti&e+ and (((()Area .ales Manager+ for their
continued guidance and help.
My humble than"s to all my professors notably ///""for teaching me practical,
pragmatic and possible approach which helped me a lot.

/



Preface
Preface
PREFACE
0
12earning $ategories 3ou, 4 Practicing on that 2earning .peciali'es 3ou1
5ith the ad&ancement of .cience and technology in the modern world business
organi'ations ha&e been subject to changes in different ways respect to their number,
si'e and comple#ity. 6he &ariety goods and ser&ices, which are produced and made
a&ailable people today are many times, more than what it was earlier.
Mar"eting plays a pi&otal role in today7s business scenario in a consumer Product
$ompany. Mar"eting includes all that acti&ities, which are related to the pricing,
distribution, promotion and the product itself. Infect, in today7s consumer oriented
business policies each and e&ery business acti&ity is go&erned by mar"eting people.
Assuming that the mar"eting policies of 1Brinda&an Be&erages )P+ 2td. Bareilly1
bottlers of $oca%$ola India 2td., Manufacture of soft drin"s 8I was assigned the
project 1Brand Availability Index and Factors Inluencing !onsumer Buying
Behaviour"1
6he Main 9bjecti&e of this project is to find out the $o&erage of the brand in the
mar"et at different routes as well as to chec" the &arious factors which can influence
the buying beha&ior of the consumers1
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S.NO. TITLE OF FIGURES
PAGE NO.
> Brands consumed by people :D
2 Ela&ours li"ed by people :>
In $oca%$ola, sub brand li"ed by people :2
/ Pac"ing li"ed by people :
0 .i'e preferred by people :/
: People often li"e cold drin" :0
C Beha&iour If their brand is not a&ailable ::
= 5hy they buy particular brand :C
A Medium of ad&ertisement :=
>D -ffect of celebrity endorsed products :A
>> Bealth cautiousness about cold drin" CD

3ist o abbreviations

=
>+ Fo $oca%$ola
2+ 6u 6humps ;p
+ E# Eanta
/+ 2m 2imca
0+ .p .prite
:+ Fs Finley .oda
C+ MG Ma''a
=+ MMP9 Mil" maid pulpi orange
A+ .596 .trength,5ea"ness,9pportunity and 6hreats
=+ B.B.2. Brinda&an Be&erages 2imited.

A
Introduction to
Introduction to

Sot 8rink
Sot 8rink

Market
Market
>D
An 0vervieA o Sot 8rink Industry
6he total soft drin" mar"et in @s :DDD $rores.
IndiaHs per capital consumption of soft drin"s has risen to A.0 ser&ings in
2DDC as against C.0 ser&ings in 2DDD followed by 0./ ser&ing in >AAC
Branded soft drin"s retail anywhere in India between @s = I @s >2 and
are e#pensi&e 5hen measured against Purchasing power .6here are
around /, DD,DDD retailers of soft drin". A soft drin" is a non%alcoholic
be&erage. It is artificially fla&oured and contains no fruit or pulp.
India with population of more than >DD crores is potentially one of the
largest consumer mar"ets in the world after $hina. 6he consumer mar"et
can be defined as the mar"et for products and ser&ices that are purchased
by indi&iduals as house holds goods for their personal consumption. .oft
drin" is a typical consumer product purchased by indi&iduals to quench
thirst and secondly for refreshment.
.earching for the point of origin of Indian soft drin"s we first document
on *old .pot, which was the first brand soft drin" in India. It was
introduced by PA@2- during later part of /DHs.
>>
$ola giant, $oca%$ola was the first foreign soft drin" to be introduced in
India in >A:0, $oca%$ola ma"e a &ery good beginning and dominated the
whole scheme right from the word go. It )$oca%$ola+ faced no
competition at that time.
6he mar"eting people did not e&en recei&e to publici'e $ola%$ola for it
sold first li"e probability not%ca"es. 6his e#traordinary success of soft
drin"s, can be attributed to the following factors J%
Absence of contemporary competiti&e brand.
-uphoric image built up in the 5estern countries proceeded the
entry into Indian Mar"et8 and
Indians are &ery found by nature of foreign goods, ser&ices etc. due
to prolonged foreign rules.
Parle -#ports )P+ 2td., later in >ACD introduced 2imca, 2emony .oft
drin"s. Before 2imca introduce, they had tentati&ely introduced $ola,
6hree of four groups of Indian companies who had the required
production capacity started their own brands of $ola, 2emon, 9range, but
failed to achie&e their goal on a national basis.
India always has lo&e and hate relationship with M<$Hs which ga&e a
significant opportunities to soft drin" industries in India when $oca%$ola
>2
decided to windup its operations in >ACC rather than bowing to the Indian
go&ernment insisting onJ%
!ilution of equity, as the go&ernment felt that lots of foreign
currency was being wasted.
Manufacturing of the top%secret concentrate in India.
!isclose of the chemical composition of the essence.
6his left a large &acuum in the popular soft drin" mar"et, and a &ista was
opened to any company with the requisite, technical, mar"eting and
organi'ational s"ills.
6he e#it of $oca%$ola from India in>ACC accelerated the growth of
se&eral Indian .oft !rin". <ew soft drin" in the form of 6etra pac"
entered the mar"et among Erooti, Kump%In and 6ree%6op were the
prominent once. 6ill >ACC their equipped bottling plants and the
distribution networ" a longing to be of no use. It too" them one year to
de&elop new formula to sur&i&e and gradually came up with $ampa
2emon, 9range and $ola that order.
Bowe&er Parle, the pioneer in the soft drin"s, bla'ed its way to national
prominence with their product L 1humps 9p bearing the slogan
L<appy 8ays are here again"6his particular slogan helped to win o&er
>
the loyalists or addicts to $oca%$ola, who was in the state of L$ola
.hoc"Mor $ola !epressionM. .oon the Indian .oft drin" industry started at
a phenomenal rate, and all Parle Products *old .pot, 2imca and 6humps
;p became the brand leader in their own segment.
In spite of all these, the drin" mar"et still has large gap, as claim by soft
drin" manufacturers. 6o fill these gap there are many soft drin"s
concentrate and squashes flooded the mar"et. 6he Indian soft mar"ets
basically offered three fla&ours i.e. 9range, 2emon and $ola.
>AAD saw the coming of the multinational company P-P.I entering the
Indian mar"et. >> years after the e#it of $oca $ola. It had name, fame
and edge of being one of the best in the game and it also offered stiff
competition to Parle and $o"e. Pepsi $ola $ompany founded by
!A32B BRA8<AM in >=AD at *orth !arolina in 9SA. <ow it is
ran"ed =:
th
)>AA=+ in the world with the asset of around N20DDD million,
ha&ing its head quarter at A62A<6A" Pepsi $o. IndiaHs B, is at
*urgaon. Presently is operating in >A: countries. In India it has /
Bottling Plant of them = are $9B9 and 2: are E9B9. $9$A $92A
entered India in the year >AA In collaboration with PA@2- I<!IA 26!
>/
6he product range of $9$A%$92A $9<.I.6. of
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.
<istory o
!oca+!ola
>:
<istory o !oca+!ola
In May, >==:, $oca $ola was in&ented by !octor Kohn Pemberton a
pharmacist from Atlanta, *eorgia. Kohn Pemberton concocted the $oca
$ola formula in a three legged brass "ettle in his bac"yard. 6he name
was a suggestion gi&en by Kohn Pemberton7s boo" "eeper Eran"
@obinson.

It was a prohibition law, enacted in Atlanta in >==:, that persuaded
physician and chemist !r. Kohn .tith Pemberton to rename and rewrite
the formula for his popular ner&e tonic, stimulant and headache remedy,
1Pemberton7s Erench 5ine $oca,1 sold at that time by most, if not all, of
the city7s druggists.

>C
.o when the new $oca%$ola debuted later that year % still possessing 1the
&aluable tonic and ner&e stimulant properties of the coca plant and cola
nuts,1 yet sweetened with sugar instead of wine % Pemberton ad&ertised it
not only as a 1delicious, e#hilarating, refreshing and in&igorating1 soda%
fountain be&erage but also as the ideal 1temperance drin".1 It is said
co"e was disco&ered when !e2uise, a >Ath century American soda jer"
accidentally hit the soda water spigot, adding carbonated water to the
syrup in the glass. 6he result was a 1happy accident1J the in&ention of
$oca%$ola.

6hough Pemberton died just two years later % fi&e months, in fact, after
his March 2/, >===, filing for incorporation of the first $oca%$ola $o. %
the trademar" he and his partners created more than one hundred years
ago can claim wider recognition today than that of any other brand in the
world.

>=
%ohn 4emberton
And the $oca%$ola be&erage, whose unit sales totaled a mere ,2DD
ser&ings in >==: )1nine drin"s per day1 based on the twenty%fi&e gallons
of syrup sold to drugstores by Pemberton $hemical $o.+, is today called
the world7s most popular soft drin"%%accounting for billions of ser&ings at
restaurants in >A0 countries.

.uch is the commercial legacy of a onetime $onfederate lieutenant
colonel who earned his medical degree at the age of nineteen, who ser&ed
on the first *eorgia pharmacy licensing board, who set up a top%rated
laboratory for chemical analysis and manufacturing, and who, in his
do'en%and%a%half years in Atlanta, established eighteen business &entures
% including one, the $oca%$ola $o., which now can boast >AA0 sales in
e#cess of N>0 billion.

Although Pemberton may ha&e en&isioned a future for his soft%drin"
creation%%enticing si# Atlanta businessmen to in&est in the start%up $oca%
$ola enterprise%%for reasons that remain a mystery he soon began selling
his interest in the formula.

>A

1!r. Pemberton . . . must ha&e belie&ed that it had little &alue and no
potential assurance of substantial success,1 said $harles $andler in a
>A0 biographical s"etch about his father, titled 1Asa *riggs $andler,
$oca%$ola and -mory $ollege.1

Being a boo""eeper, Eran" @obinson also had e#cellent penmanship. It
was he who first scripted 1$oca $ola1 into the flowing letters which has
become the famous logo of today. 6he soft drin" was first sold to the
public at the soda fountain in Kacob7s Pharmacy in Atlanta on May =,
>==:.

About nine ser&ings of the soft drin" were sold each day. .ales for that
first year added up to a total of about N0D. 6he funny thing was that it
cost Kohn Pemberton o&er NCD in e#penses, so the first year of sales were
a loss. ;ntil >AD0, the soft drin", mar"eted as a tonic, contained e#tracts
of cocaine as well as the caffeine%rich "ola nut.

2D
By the late >=ADs, $oca%$ola was one of America7s most popular
fountain drin"s. 5ith another Atlanta pharmacist, Asa *riggs $andler, at
the helm, the $oca%$ola $ompany increased syrup sales by o&er /DDDO
between >=AD and >ADD.

Ad&ertising, was an important factor in Pemberton and $andler7s success
and by the turn of the century, the drin" was sold across the ;nited .tates
and $anada. Around the same time, the company began selling syrup to
independent bottling companies licensed to sell the drin". -&en today, the
;. soft drin" industry is organi'ed on this principle.

Asa $andler, who, according to Fing, had wor"ed for Pemberton as early
as >=C2, wound up, after a series of transactions, controlling the company
within a short time of Pemberton7s death. By >=A> he owned all of the
$oca%$ola business. $harles $andler relates that one of his father7s first
missions was to change the original Pemberton formula in order 1to
impro&e the taste of the product, to ensure its uniformity and its
stability.1

$oca%$ola attorneys also were called to battle against competitors who
called the product name a misrepresentation if, as argued, its principal
2>
ingredients were neither the coca leaf nor the "ola nut%%a source of
caffeine that made the early be&erage useful in healing headaches.

By >A2= bottled sales had eclipsed fountain sales, than"s to the
pioneering introduction of a carton now popularly called the si#%pac".
6he following year the company introduced metal open%top coolers. 6hen
in >A at the $hicago 5orld Eair automatic fountain dispensers made
their debut. Ba&ing e#panded the brand into fourty%four countries by the
outbrea" of 5orld 5ar II, 5oodruff, within fifteen years of the war7s
end, had managed to double that number. 1<ow the saying is you ha&e to
be global,1 said *oi'ueta, $oca%$ola7s current chairman and chief
e#ecuti&e. 15e were global when global wasn7t cool.1

6wo decades later, when $oca%$ola7s board elected *oi'ueta to the post
of chairman and chief e#ecuti&e, the company was embar"ed on a
financial mission%%to become one of the best%performing corporations in
America. A&erage annual fountain%sales growth under *oi'ueta has
continued to surge. And despite consumer uproar o&er the company7s
attempted $oca%$ola reformulation in >A=0, the introduction of !iet
$o"e in >A=2 was hailed as the most successful product launch of the
past decade.
22
Asa *riggs $andler

;ntil the >A:Ds, both small town and big city dwellers enjoyed
carbonated be&erages at the local soda fountain or ice cream saloon.
9ften housed in the drug store, the soda fountain counter ser&ed as a
meeting place for people of all ages. 9ften combined with lunch
counters, the soda fountain declined in popularity as commercial ice
cream, bottled soft drin"s, and fast food restaurants came to the fore.

9n April 2, >A=0, the trade secret 1<ew $o"e1 formula was released.
6oday, products of the $oca $ola $ompany are consumed at the rate of
more than one billion drin"s per day.
A trade secret is any information that allows you to ma"e money
because it is not generally "nown. A trade secret could be a formula,
computer program, process, method, de&ice, technique, pricing
information, customer lists or other non%public information. If the
2
economic &alue of a piece of information relies on it being "ept pri&ate, it
could be a trade secret.

9ne of the most famous e#amples of a trade secret is the ormula or
!oca+!ola. 6he formula, also referred to by the code name
1Merchandise C?,1 is "nown to only a few people within the company
and "ept in the &ault of a ban" in Atlanta, *eorgia. 6he indi&iduals who
"now the secret formula ha&e signed non%disclosure agreements, and it is
rumored that they are not allowed to tra&el together. In the past, you
could not buy $oca%$ola in India because Indian law required that trade%
secret information be disclosed. In >AA>, India changed its laws regarding
trademar"s, and $oca%$ola can now be sold in that country.

6rade secrets are &ery different from patents, copyrights and trademar"s.
5hile patents and copyrights require you to disclose your information in
the application process )information that e&entually becomes public+,
trade secrets require you to acti&ely "eep the information secret. 6rade%
secret protection can potentially last longer than that of patents )2D years+
and copyrights )>DD years+.
Some of the ways to protect a trade secret are as follows:
2/
@estrict access to the information )loc" it away in a secure place, such
as a ban" &ault+.
2imit the number of people who "now the information.
Ba&e the people who "now the trade secret agree in writing not to
disclose the information )sign non%disclosure agreements+.
Ba&e anyone that comes in contact with the trade secret, directly or
indirectly, sign non%disclosure agreements.
Mar" any written material pertaining to the trade secret as proprietary.


5oodruff introduced the si# bottle carton in >A2. Be also made $oca%
$ola a&ailable through &ending machine in >A2A, that same year, the
$oca% $ola bell glass was made a&ailable. Be started ad&ertising on the
radio in the >ADs and on the tele&ision in >A0D. $urrently $oca%$ola is
ad&ertised on o&er fi&e hundred 6P channels around the world. In >A>,
he introduced the $o"e .anta as a $hristmas promotion and it caught on.
$andler also introduced the twel&e ounce $o"e can in >A:D. 6he $oca%
$ola contour bottle was patented in >ACC. 6he two liter bottle was
introduced in >AC=, the same year the company also introduced plastic
bottles )$oca%$ola multiple pages+.

20
In >A=0, the $oca%$ola $ompany made what has been "nown as one of
the biggest mar"eting blunder. 6he $oca%$ola company stumbled onto
the new formula in efforts to produce diet $o"e. 6hey put forth / million
dollars of research to come up with the new formula.

6his was the first fla&or change since the e#istence of the $oca% $ola
company. 6he change was announced April 2, >A=0 at the Pi&ian
Beaumont 6heater at the 2incoln $enter. .ome two hundred 6P and
newspaper reporters attended this &ery glit'y announcement. It included a
question and answer session, a history of $oca%$ola, and many other
elements )9li&er >>+.

6he >AA: .ummer 9lympics will be held in Atlanta, *eorgia, the home
of $oca%$ola. 9ne great earmar" that the $oca%$ola company has is
helping the people of Atlanta. 9ne way to see all of the achie&ements of
the $oca% $ola company is to &isit the 5orld of $o"e in Atlanta. It
houses a collection of memorabilia, samples of the products, e#hibits,
and many other e#citing items )Eacts, Eigures, and Eeatures Multiple
pages+. All of what has been said is the basis of what $oca%$ola was
built on. 5ithout societies help, $oca%$ola could not ha&e become o&er a
0D billion dollar business. Feep on consuming the world7s fa&orite soft
drin", $oca%$ola.
2:



2C
!0!A+!03A
I*
I*8IA
2=
Atul Singh
President & CEO, Coca-Cola India
Atul .ingh too" o&er as the President 4 $-9, $oca%$ola India from >st
.eptember 2DD0.
Prior to this assignment, Atul .ingh was the President of -ast, $entral 4
.outh )-$.+ $hina !i&ision in Kanuary 2DD0. *i&en the strategic
importance of $hina, a !i&ision within the greater $hina !i&ision was
created. -$. $hina !i&ision consists of .hanghai, the .wire 6erritories
of $hina, Bong Fong and 6aiwan. Additionally, Atul was also
responsible for the global and strategic Fey $ustomer @elationships for
*reater $hina and was a member of the $ustomer 2eadership $ouncil.
Prior to his appointment as the President of -ast, $entral and .outh $hina
!i&ision, Atul ser&ed as !eputy !i&ision President and headed the
9perations group of $hina !i&ision. ;nder Atul7s leadership, mainland
$hina operations were among the fastest growing $oca%$ola businesses
worldwide for the past years. Atul started his career in the $oca%$ola
system in >AA= as Pice President, 9perations of $oca%$ola India
!i&ision. Be led the Eranchise 9perations and Fey Accounts group of the
India !i&ision from >AA= to 2DD>. Atul then joined the $hina !i&ision in
Kuly of 2DD> as @egion Manager of -ast $hina, $hina !i&ision. ;nder
his leadership, -ast $hina @egion e#ceeded &olume and profit targets by
growing at double the rate of other regions.
Prior to joining $oca%$ola, Atul wor"ed for the $olgate Palmoli&e
$ompany for >D years and held se&eral roles including $ountry *eneral
Manager, <igeria )>AA0%>AA=+, $E9 then *eneral Manager, @omania
)>AA2%>AA0+ and Einance Manager, ;.A Body $are )>AAD%>AA2+, Prior
to $olgate, Atul wor"ed as an Auditor with Price 5aterhouse in <ew
3or".
Atul, holds a MBA degree from 6e#as $hristian ;ni&ersity
COCA COLA IN INDIA
2A

Introduction:-
After a >:%years absence, $oca%$ola returned to India
in >AA. 6he $ompany7s presence in India was
cemented in <o&ember that year in a deal that ga&e
$oca%$ola ownership of the nation7s top soft%drin"
brands and bottling networ".
$oca%$ola India has made significant in&estments to
build and continually impro&e its business in India, including new
production facilities, wastewater treatment plants, distribution systems
and mar"eting equipment.
!uring the past decade, the $oca%$ola system has in&ested more than
;. N > billion in India.
$oca%$ola one of the country7s top international in&estors.
In 2DD, $oca%$ola India pledged to in&est a further ;.N>DD million in
its operations.
$oca%$ola business system directly employs appro#imately :,DDD local
people in India.
In India, we indirectly create employment for more than >20,DDD people
in related industries through our &ast procurement, supply and
distribution system.
Pirtually all the goods and ser&ices required to produce and mar"et $oca%
$ola locally are made in India.
6he $oca%$ola system in India comprises 20 wholly%owned company%
owned bottling operations and another 2/ franchisee%owned bottling
operations.is
A networ" of 2> contract%pac"ers also manufactures a range of products
for the $ompany.
6he comple#ity of the Indian mar"et is reflected in the distribution fleet,
which includes >D%tonne truc"s, open%bay three%wheelers that can
na&igate the narrow alleyways of Indian cities, and trademar"ed tricycles
and pushcarts.
Coca-Cola in India - Products & Quality

D
9ur 6inley Aater brand was launched in )'''"
In )''#, our energy drin" Shock and our first powdered concentrate,
Sunill, hit the mar"et.
Annual per capita consumption of soft drin"s in India is nine >+ounce
servings"
In early )''&( !oca+!ola India collected Advertiser o the =ear and
!ampaign o the =ear aAards or the 1handa Matlab !oca+!ola all+
media campaign"
6he $ompany ran"ing up CirstsC in the introduction of !anned and
421 sot drinks, vending machines and backpack dispensers or
croAds o cricket supporters"
6he $oca%$ola system adheres not only to national laAs on ood
processing and labeling, but also to our own strict standards for
e#ceptional quality.
6he $oca%$ola ,uality .ystem, to ensure that we are offering consumers
only the highest quality products.


>
2eading Indian brands 1hums 9p( 3imca(
MaaDa( !itra and 5old Spot join the
$ompany7s international family of brands
including !oca+!ola( 8iet !oke( Sprite and
Fanta, plus the SchAeppes product range
4R089!1
3I*2 0F
!0!A+!03A
At B"B"3" 3td"
BRANDS IN COCA-COLA
2




CORE PRODUCTS OF COCA-COLA

Tu!s U"
Strong !ola taste( 2xciting 4ersonality
6hums ;p is a leading carbonated soft drin" and most trusted brand in
India. 9riginally introduced in >ACC, 6hums ;p was acquired by $oca%
$ola $ompany in >AA.
6hums ;p is "nown for its strong, fi''y taste and its confident, mature
and uniquely masculine attitude. 6his brand clearly see"s to separate the
men from the boys.6hums ;p is a&ailable in tha mar"et in the different
pac"s i.e.2DD ml, DDml, 0DDml, > lts, >.0 lts,4 2lts.
Co#$

It is the heart product of the $ocaI$ola $ompany. It has co&ered the
entire globe i.e. it is the mar"et leader in more than CD nations. In the
introduction phase, it was the mi#ture of cocaine and alcohol. But later
on, due to the demand of consumer, it was con&erted into soft drin" with
the name of $oca%$ola. Before the alliance this product was the biggest
competitor of the parle product 6hums ;p. $o"e ia a&ailable in the
mar"et in the different pac"s i.e. 2DDml, DD ml, 0DDml >.0 lts. 4 2 lts.
Li!ca
/
2ime n7 lemoni 2imca, the drin" that can cast a tangy refreshing spell on
anyone, anywhere. Born in >AC>, 2imca has been the original thirst
choice, of million of consumers for o&er decades. 6he brand has been
displaying healthy &olume growths year on year and 2imca continues to
be the leading fla&or soft drin" in the country.
6he sharp fi'' and lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously
strengthened the brand franchise.2imca energi'es refreshes and
transforms. !i&e into the 'ingy refreshment of 2imca and wal"
away a new person.
Fanta
Internationally, Eanta% the QorangeH drin" of the coca%$ola $ompany, is
seen as one of the fa&orite drin"s since >A/D7s.Eanta entered the Indian
mar"et in the year >AA.9&er the years Eanta has occupied a strong
mar"et place and
s identified as 16he Eun $atalyst1.
Percei&ed as a fun youth brand, Eanta stands for its &ibrant color,
tempting taste and tingling bubbles. 6his positi&e imagery is associated
with happy, cheerful and special times with friends.
Eanta ad&ertising o&er the time has had highest association with fun and
friends that has reflected through past 63 commercials li"e Masti Fa
6aste, Bajao masti Fi *hanti to the recent commercials !il Fhol Fe at
the Airport. @ani Mu"erjee, as the brand ambassador for Eanta is the
perfect embodiment of brand character &is fun, &i&acious and energetic.
Eanta is a&ailable around the country in 2DDml, DDml,
0DDmlR>DDmlfree, >2R2DDmlfree, 22 and Dml cans.
0
S"rit$
5orldwide .prite is ran"ed as the <o. / soft drin" and is sold in more
than >AD countries. In India, .prite was launched in year >AAA and today
it has grown to be one of the fastest growing soft drin", leading the clear
lime category.
6oday sprite is percei&ed as a youth icon. 5ith a strong appeal to the
youth, sprite has stood for a straightforward and honest attitude. Its clear
crisp refreshing taste encourages the today7s youth to trust their instincts,
influences them to be true to who they are and to obey their thirst.
.prite ad&ertising for has always been memorable with &ery high recall
&alue, especially amongst the youth. 5ith popular 6P commercials li"e
2isa ray, Aish, Mar"et research and its latest ta"e on its competitor%1I
don7t want to do1 sprite has stood in the minds of the youth as 1.prite
Bujhaye 9nly Pyaas, Ba"i All Ba"waas1, which has became recogni'able
around the country. .prite is a&ailable around the country in 2DDml,
DDml, 0DDml, 0DDmlR>DDml free, >.0ltr, 2ltr, 2.20ltr and Dml cans.
.prite ice )Blue+ launched in Kune 2DD0 and sprite 'ero is launched in mid
of Kuly.
%aa&a
Maa'a was launched in >AC:.here was a drin" that offered the same real
taste of fruit juices and was a&ailable throughout the country. In >AA
:
maa'a was acquired by $oca%$ola India.Maa'a currently dominates the
fruits drin" category.
9&er the years, brand Maa'a has become synonymous with Mango. 6his
has been the result of such successful campaigns li"e 16aa'a Mango,
Maa'a Mango1 and 1Botal main Aam, Maa'a hain <aam1, consumers
regard Maa'a as wholesome, natural, fun drin" which deli&ers the real
e#perience of fruit. 6he current ad&ertising of maa'a positions it as an
enable of fun friendship moments between moms and "ids as moms trust
the brands and "ids lo&e its taste. 6he campaign builds on e#isting equity
of the brands and deli&ers rele&ant emotional benefits to the moms rightly
captured in the tagline 13aari !osti 6aa'a Maa'a1. It is a&ailable in
.F;7s of 20Dml @*B, :0ml, >20ml, and 2DDml 6etra pac". 2aunched in
2DD0 is the new pac"ing of maa'a >.2ltrs, :DDml )P-6+.

C
Brindavan
Brindavan

Beverage 4vt"
Beverage 4vt"

3td"
3td"
A
A
Brie 4roile
Brie 4roile
BRI*8A;A* B2;2RA52S 3IMI128
BAR2I33=
=
Brinda&an Be&erages ltd and authori'ed bottling company was situated
by the managing director Mr...<.2adhani with an initial capital of @s.20
la"hs in >A=:.
Brinda&an be&erages had a franchisee agreement with Parle e#ports ltd.
Eor >D years manufacture and seed its products.
!uring <o&ember >AA, Parle e#ports sold all of its :D franchisee to
$oca%$ola India in order to compete with Pepsi. In this way, BB2 has
undergone in the territory of $oca%$ola. 6he company is manufacturing
and selling 2DDml, DDml, 0DDml, 2ltr of 6humps up, 2imca, $o"e,
Eanta, .prite 4 Finley .oda for Bareilly 4 other nearby districts such as
Badaun, Moradabad, @ampur, Pilibhit, <ainital, Baldwani etc.
BB2 has its production unit ha&ing speed of >02D bottles per minute,
P-6 /D bottles minute, located at PA@.AFB-@A Industrial area
BA@-I223. 6he .torage of filled bottles is done in a huge godown
which is located at ne#t to the production unit. 6he M.!. is the head of
the organi'ation.
A
8istribution *etAork
As it has been already stated that this particular plant has been ta"en o&er
by the $oca%$ola $ompany it has =0 distributors, many depots co&er >:
districts under its belt and they are still growing. 6he name of districts it
co&ers is as follows.
o Bareilly
o Badaun
o Baldwani
o .hahjahanpur
o Pilibhit
o @ampur
o Moradabad
o $hamoli
o Pithoragarh
o 2a"himpur
o <ainital
o Almora
o Farnprayag
o @udraprayag
/D
o Fashipur
o @udrapur
o @amnagar
@ight from the first year of the incorporation the company is running in
top profit. 6his is just because of many reasons. 9ne of them is that there
is no other plant in nearby. and also the sa&ing due to local company in
the region. It tends to lower distribution cost, transportation cost, which
gi&es good margins to the distributors and retailers and company as well.
Marketing Activities places in the !overage Area
o Bareilly
o Badaun
o @ampur
o Moradabad
o .hahjahanpur
o Almora
o $hamoli
o Pithoragarh
/>
o <ainital
o @ani"het
o 2a"himpur
o Pilibhit
8IS1RIB91I0* 4R0!2SS
6he $oca%$ola soft drin"s are produced in the plant at Fanpur here
products are supplied to the warehouse.
Erom warehouse the products are distributed through !irect 4 Indirect
@outes.
8IR2!1 R0912
6he !irect @outes are those in which the company owned truc"s run by
salesman cum dri&er, distribute products to the retailers.
I*8IR2!1 R0912 J%
Indirect @outes are those in which products are supplied to the
distributors appointed to the different areas.
6he distributors then distribute products in their own truc"s or tempo to
the retailers. Einally retailers ser&e the products to the customers.

/2
8IS1RIB91I0* 4R0!2SS
EA$69@3
5A@-B9;.-
!I@-$6 @9;6- I<!I@-$6 @9;6-
@-6AI2-@. !I.6@IB;69@.

$9<.;M-@. @-6AI2-@.

$9<.;M-@.
/
4romotional Activities
Promotional acti&ities play a greater and important role in the entire
mar"eting effort being carried out by B"B"3"4vt" 3td"( are to generate
more sales as Aell as the create and maintain an image o its
product"
6hus B"B"3"4vt" 3td carried out its promotional acti&ities as a controlled
and integrated program of communication and material design to present
its soft drin" to the prospecti&e customer. It also helps in communication
the need satisfying qualities of soft drin", to facilitate the sales and
e&entually to contribute towards the profit in long range.
6he tools used by B"B"3"4vt" 3td" for fulfilling the &arious purposes of
its promotional activities are the followingJ%
Point of sale display
!ealerHs sales contest
.ales promotion through special e&ent mar"et
.ales promotion through salesman that is personal selling.
Ad&ertising
//
Incenti&es
4oint o Sale 8isplayE
A sensible man does not ha&e to go far to find out whate&er a common
panwala "nows that people buy with their eyes. -&ery item on sale in a
shop is displayed in front where people can see it at the first sight. It is
the same with all the shops and &endors in towns either selling consumers
or selling soft drin"s. @ather in selling a product li"e $9F- display is
more than help, it is an essential element because soft drin" is bought on
impulses on the spur of the mo&ement. 6hus, the product is tested when
it is brought at peopleHs attention.
8ealerFs sale contestJ
Another method of sales promotion being used by the B"B"3"4vt" 3td"
through its distributors is to conduct dealerHs sales contest during the
peak seasons i"e" during April to %uly. In it the dealers are gi&en pri'e
in the form of free cases of soft drin"s. In the contest at first his or her
respecti&e distributors according to their categori'e each dealer. 6hen
each distributor fi#es a target of minimum sale for each category to which
e&ery dealer according to his or her category has to achie&e during the
contest period. 6he dealers achie&ing highest sales o&er and abo&e the
/0
target set is gi&ing the awards as under, the order of pri'es announced
first pri'e, 2
nd
pri'e,
rd
pri'e in terms of number of free cases of soft
drin"s.
Special event marketE
6he dealers at special e&ent sport place the banners and stall of PepsiHs
products li"e picnic fates cric"et test match, social are used to cater the
people. It helps in promoting the sale as well as in creating an image of
products.

Salesman contestE
.alesman contest are held to moti&ate the sales man. ;nder the scheme
salesmen are gi&en monetary incenti&e on the basis of sale made in their
gi&en route.

/:

Media planningE
A &ery important part of ad&ertising is to decide the medium of
ad&ertising and how much to spend in each mediaJ%
<ewspaper 4 Maga'ines
@adio
6P
Boarding
Product of sales materials )paintings, glow signs, !. Board+
Ad&ertising is one of the important factors, which all put together results
sales. It has to be bac"ed by the distribution networ", effecti&e ser&icing,
dealer, goodwill and so on. 6hus, ad&ertising has to be &ery carefully
wo&en with the entire demand
All ad&ertisement e#penditure is incurred by $oca%$ola India. 9nly
display board and wall paintings e#penditure is done by the company.It is
= to >D O of the sale of the year.
/C
4roduct Mix At Brindavan Beverage 4vt" 3td"
Brand 4ackaging
!oca+!ola 2DDml
DDml
Dml
:DDml
2 ltr
1humps 9p 2DDml
DDml
Dml
:DDml
2 ltr
3imca 2DDml
DDml
:DDml
2 ltr
Sprite 2DDml
DDml
Dml
:DDml
2 ltr
MaaDa 20Dml
:DDml
/=
>.2ltr
6inley Soda DDml
:DDml
Fanta )''ml
&''ml
&&'ml
-''ml
)''ml
Mmpo :''ml
#'''ml
/A
4R089!1I0*
4R089!1I0*

A*8 4R0!2SS
A*8 4R0!2SS

0D
0>
4R089!1I0* 4R0!2SE
I*5RA8I2*1 823I;2R=
Ingredients are not the only things deli&ered to the plant. 9ther materials
such as bottles, cans, labels and pac"aging are also deli&ered. Many
plants outside the ;nited .tate use refillable bottles for economic reasons,
while in the ;nited .tates we do not. 5hen bottles and cans are deli&ered
to the plant, they are carefully inspected to ensure that they meet our
e#acting standards. 9nce these ha&e passed initial inspection, they mo&e
on to be washes andSor rinsed.
S72212*2RE
.upplied by select producers, a &ariety of sweetener plays a central role
in creating in our be&erages. .weetener &ary by location and range from
sucrose ?table sugar@ and high+ructose starch syrup to low calorie
products such as aspartame, which is often used in the Americas with diet
beverages( and acesulame+6, which is often .oused in -uropean
countries with light be&erages.
7A12RE
.ince water is "ey component to all our be&erages, its quality is critical.
And, since public water quality &aries around the worlds, each plant
further treats the water it uses. 6his means that before water is added toad
02
any of our be&erages, itHs rigorously filtered and cleanses. 5e then
continuously sample the water to ensure it meet our standards.
MA12RIA3SE
Ingredients are not the only things deli&ered to the plant. 9ther material
such as bottles( cans( labels and packaging are also deli&ered. Many
plants outside the ;nited .tate use refillable bottles for economic reasons,
while in the ;nited .tates we do not. 5hen bottles and cans are
deli&ered to the plant, they are carefully inspected to ensure that they
meet our e#acting standards. 9nce these ha&e passed initial inspection.
6hey mo&e on to be washed andSor rinsed.
7AS<I*5 B RI*SI*5E
6o ensure quality, each bottle is washed, saniti'ed and rinsed before
being filled. 5hile this sounds simple, the actual steps can differ but
bottling plant. 9utside the ;nited .tates, many plant use reillable glass
or plastic bottles. 6o be ensuring they meet our cleanliness standard,
bottles are first hit with pre%rinse jet, which remo&e any dirt or debris.
6hey are then soa"ed in a high temperature deep%cleaning solution that
remo&es any remaining direct and saniti'es them. 6he bottle then mo&es
to the hydro Aash where they are washed again with a deep%cleaning
0
pressure spray. Einally, the bottles are rinsed with cooling water jets
before being &isually andSore electronically inspected.
In the ;nited .tates, we primarily use new bottle, not refillable ones. 6his
allows the washing and rising steps to mo&e much more quic"ly.
MIGI*5 B B32*8I*5E
<
)
0E
Mi#ing and blending begins eighth the simple step of mi#ing pure water
with refined sugar, which creates simple syrup. 5hile in some countries
measuring the correct amount of sugar is done by batch, in many *orth
American and 2uropean plants measurements are made using
continuous blending systems.
S2!R21 F0RM93AE
9ur secret formula is(.still secretT 6hatH right, the secret formula
remains a mystery to the millions of people in nearly )'' countries who
enjoy our refreshing be&erages
e&ery day. -&en though cannot tell you the secret, you can be sure that
3ie 1astes 5ood with !oca+!ola"
0/
<
)
0 B S=R94E
5ith the syrup nearing its final state, we mi# it with pure Aater, creating
the finished uncorroborated be&erage. Bowe&er, the Aater and syrup
must be mi#ed in right ratio. 6his done by the be&erage proportioning
equipment. It accurately measures the correct ratio for each and sends this
mi#ture to the carbonator.
!0
)
AddedE
Adding !0
)
or carbon dioxide gas is the final touch that carbonates the
be&erage. !arbon dioxide not only gi&es our be&erages their
effer&escent 'est, but it also adds to the distincti&e and familiar taste
e&eryone has come to e#pect from our be&erages.
FI33I*5E
9nce all the ingredients ha&e been mi#ed and blended and the bottles
ha&e been cleaned and saniti'ed, were ready to start filling. 6his is a
surprisingly comple# process requiring precision at each step. 6o begin
with, bottles must be carefully timed as they mo&e to the filler
synchroni'ation is "ey. 9nce at the filler, bottles are either held securely
in place by fle#ible grippers or precisely placed under filling &al&es by
centering de&ices. Before the bottles can be filled, the inside of the bottle
00
must be pressuri'ed. 6his allows for the force of gra&ity itself to draw the
be&erage into the bottle%a process that ensures the smooth flow of liquid,
with little to no foaming.
!A44I*5J
9nce filled, bottles are then capped. 5e use different caps for different
bottles%glass bottles are usually topped with a metal croAn while plastic
bottles are primarily topped with a plastic screw top. -ach cap type then
mo&es through different parts of the machine, which ensures each cap
stays scratch%free and is in the right position to be precisely placed on the
bottle. As quality and freshness is "ey, we use a no+closure detector
during the capping process and a go+no+gauge or torHue meter after
the bottles has been capped. 6he no+closure detector chec"s if a screw
to or crown has been placed on a bottle. 6he process actually stops if the
detector doesnHt find a closure. 6he go+no+gauge chec"s for the proper
crown crimp and the torHue meter chec" ma"e sure the screw top are
good and tight. If the bottle caps arenHt just right, the be&erage can
become flat or be affected in other ways. If this happens, the bottle is
discarded.
0:
3AB23I*5E
9nce the bottles ha&e been filled and capped, they mo&e on to be labeled.
A special machine dispenses labels from large rollers, cuts them and
places them on the bottle. Eor special labels such as commemorative
bottles or ootball championship, the labels are sent to the bottling
plants from appro&al, and then used for pac"aging. !epending on the
occasion, some of these special bottles will go only to specific locations.
Eor e#ample, a national ootball championship bottle Aill be sent only
to the hometoAn or state o the championship team"
!08I*5E
6he bottle is now ready to be coded. -ach one of our be&erages is mar"ed
with a special code that identifies specific information about it. .ome
codes simply identify there date the be&erage was bottled or caned. .ome
come in the form of a date stamp while other codes are much more
comple#. 6hese codes identify the day, month, shift and plant in which
the be&erage was made and use a combination of letters and numbers.
you can not see code on your container. ItHs because some bottlers use
in&isible in" that can only be read with special technology. Product
coding allows us to ensure that you recei&e our be&erage at their fla&orful
best.
0C
I*S42!1I0*E
5e respect bottles at many points during the process. 5ith refillable
bottles, it happens when they are first bottles the plant. 6hey are also
inspected after they are washed and are filled8 Inspectors loo" for
e#ternal bottle important and ma"e sure each bottle has the right
amounts of be&erage. 5hite for a substitute for a human inspector we
also use bottles inspection machine. 5hen inspecting empty bottles, the
machine shoots and strong light beam an through the bottom of the bottle
to light collector &ariation in the light mean that bottle must be discarded.
9nce the bottle is filled, some plant dect whether the e#act among of
be&erage has been fitted the bottle. If not these are discarded. -&en after
fitting samples bottles for analysis in its lab to ensure quality is up to
standard.
9nce our filled be&erages ha&e passed final inspection, they are ready to
be pac"aged for deli&ery. *enerally, pac"aging can refer to e&erything
from the uniHue bottle and can designs( to label designs( to cardboard
boxes and containers( to plastic rings" Because the needs and tastes of
our consumers are so di&erse, the pac"aging &aries depending on where
the be&erages are being sent.
0=
In order to ma"e sure the freshest be&erages possible get to you, each
warehouse must efficiently manage the thousands of be&erage cases
produced each day. Be&erage organi'ation is "ey, though it is the bottle
and can coding that allow for the necessary precision. Erom the
warehouse, we load be&erages onto our distincti&e truc"s. <ight and day,
or truc"s are deli&ering our refreshing be&erages to stores( soda
ountains( and vending machines near you.

0A
4ricing Strategies
All the pricing strategies are set by the $oca%$ola India. 6he company
announces all the prices of the product line8 all the franchisee companies
are bound to follow the decisions of the company regarding the product
prices.
2ocal company just decides the discount and schemes, which are to be
gi&en to the distributors and schemes, which are to the distributors. 6hey
decide the discount considering their distribution cost and other incurred
costs in deli&ering the product.
:D
!oca+!ola 4unch 3ine
>A2A%6he pause that refreshes
>A:%ItHs the refreshing thing to do.
>A/2%ItHs the real thing
>A//%*lobal high sign
>A0A%Be really refreshed
>A:%6hings go better with $o"e
>A:A%ItHs the real thing
>AC>%IHd li"e to buy the world a co"e
>AC:%$o"e is life
>A=2%$atch is it
>A=:%$atch Adds life
>A=A%3ou canHt beat the feeling
>AA%Always a $ocaUcola
>AA=%-at music, .leep music, drin" only $oca%cola
>AAA%Ko $haho Bo Kaye, $oca%$ola enjoy
2DDD%I want Brithi" and I was $o"e
2DD0% @ang le dil "hol "e
2DD:% $oca%$ola Pio sar utha"e
2DDC% Boond%Boond Fushi%Fushi
:>
RESEARC
!E"ODOLO#$
:2
Research Methodology
@esearch methodology is a procedure designed to the e#tent to which it is
planned and e&aluated before conducting the inquiry and the e#tent to
which the method for ma"ing decisions is e&aluated before conducting
the inquiry and the e#tent to which the method for ma"ing decisions is
e&aluated. 6he research methodology if scientifically de&eloped enables
the research to establish with high degree of confidence, cause and effect
relationship between the research between the research acti&ities and
obser&ed outcomes.
:
Data Analysis and Interpretation %%%%
&or 'rand A(aila)ility Inde* in !ar+et
.tep>
In this type of mar"et research firstly we prepare a format of a&i#.
6hese contains, no. 9f outlets, separate column for &arious brands of
$oca%$ola. In these depicted in short forms li"e
$oca%$ola% Fo
6humps ;p% 6u
Eanta% E#
2imca% 2m
.prite% .p
Finley .oda% Fs
MAGGA MG
MIKL MAID PULPI ORANGE MMPO
.tep 2
After preparing the a&i#, we want to route and area which are gi&en
to us by company to research.
:/
.tep
5e went to e&ery outlet of those routes which were assigned and
we chec"ed that which brand is chilled and which is warm. After what we
calculated we the filled stoc" on that outlet. In the a&i# we put a tic" for
cold stoc" of the brand, and note the crates and manufacturing date. If in
any case of nil stoc" we draw a line.
.tep /
6his procedure is repeated in e&ery outlet on that route. I do this
procedure for e&ery >0 days regularly on that route.
.tep 0
-&ery day after dampening the route we calculated the percentage
a&ailability of e&ery brand of $oca%$ola, together calculated the chilled
percentage of the &arious brands. After this, using the formula we
calculate the Brand A&ailability Inde#.
Eormula Eor $alculationsJ%
)6otal chilled .toc" V >DD+S 6otal stoc")$hilled 4 warm+
:0
8ata !ollection method
8ata SourceE
Primary as well as secondary data sources are used to ma"e
project efficient 4 faithful.
4rimary Sources o 8ataE
9bser&ations
.ur&ey Eorm
,uestionnaire
Secondary Sources o dataE
$ompanyHs $atalogue
Business maga'ines 4 newspaper
.ales .taff
Internet
::
0bservationsE
$areful obser&ation of all the out lets ha&e been done to find
out the location &isibility, house "eeping etc.
SurveyE
Eor the sur&ey of Bareilly region we adopted stratified sampling
method. ;nder this method we di&ided the whole Bareilly mar"et into
&arious .trataHs according to route wise. .ur&ey is done in &arious strataHs
non%random and by judgmental approach.
.ur&ey is done from shop to shop and data collected was analy'ed
to reach any conclusion.
Sample SiDe
Eor Brand A&ailability Inde#%
)'' shops in - stratiied groups.
Eor Eactors Influencing $onsumer Buying Beha&iour I
)'' consumers o dierent age groups"
:C
Area Aise shops Surveyed
Area *ame *o" 0 Shops Surveyed
,hase -:
Delapeer 25
G.T.Road(Delhi Road) 25
Ciil !ines "#
,hase .:
$ada%n Road &#
'anital Road &5
Pili(hit $)epass Road 25
:=
5RA4<I!A3
R24R2S2*1A1I0*
0F 8A1A
:A
Analysis For Factor Inluencing !onsumer Buying
Behaviour
Sample SiDe I)'' !onsumers
Sample !ontainsE
Statistical FiguresE
A#E #RO/,S *5-2* )rs 22-25 )rs 25-&5 )rs &5-+5 )rs
0 O& ,eople Sur(eyed +#, 2-, 22, *#,
5raphical Analysis
, O. People /%re)ed
+#,
2-,
22,
*#,
*5-2* )rs
22-25 )rs
25-&5 )rs
&5-+5 )rs
CD
1/ES"IONS AS2ED "O "E CONS/!ERS 3
ANAL$SIS O& "EIR RES,ONSES
Juestion #
))>&>>'.>"doc7hich Brand you normally consumeK
Statistical FiguresE
!oca+!ola Range 4epsi Range
00O /0O
5raphical Analysis
#
#.*
#.2
#.&
#.+
#.5
#."
* 2 &
/eries*
/eries2
/eries&
C>
1uestion .
4hich fla(or does you li+e most5
Statistical FiguresE
!ola Mango 3emon 0range
CC.0DO >D.DDO >D.DDO 2.0DO
5raphical Analysis
&la(ors li+ed )y people
*#,
*#,
00.5,
2.5,
Cola
1an2o
!e3on
oran2e
C2
1uestion 6
In Coca%Cola7 which su)%)rand you li+e most5
Statistical Figures
s
"humps
/p
Coca%
Cola
MaaDa
Sprite &anta !!,O
Others
25, 2#, *#, &+, 4, 2, 2,
5raphical Analysis
C
5%estion +
4hich pac+ing do you li+e5
Statistical Figures
5lass bottle pet !an
=2O >0O O
5raphical Analysis
,AC2IN# LI2ED '$ ,EO,LE
-2,
&,
*5,
Glass $ottle
Pet
Can
C/
Juestion $
4hich si8e do you prefer5
Statistical Figures
)'' ml" &'' ml" $'' ml" ) litres
20O :DO >DO 0O
5raphical Analysis
Si8e prefered )y people
*#,
5,
25,
"#,
2## 3l.
&## 3l.
5## 3l.
*.5 or 2 litres
1uestion 9
4hen you li+e to drin+ a cold drin+5
C0
Statistical Figures
Rarely 0ccasionally 5enerally !ostly
20O >0O 0O 20O
5raphical Analysis
,eople often li+e cold drin+s
25,
*5,
25,
&5,
Rarel)
Occasional)
Generall)
1ostl)
1uestion :
If your )rand of cold drin+ is not a(aila)le then what you do5
Statistical FiguresE
5o or another Brand
8onFt buy
C:
ADO >DO
5raphical Analysis
4#,
*#,
Go 6or another
$rand
Don7t $%)
;
1uestion <
4hy do you )uy a particular )rand5
Statistical FiguresE
8ue 1o 1aste !ompany *ame
CC
8ue 1o
4ackaging
Any other
Factor
CC.0DO >D.DDO >D.DDO 2.0DO
5raphical Analysis
00.5#,
*#.##,
*#.##,
2.5#,
Due "o "aste
Company Name
Due "o
,ac+aging
Any other &actor
Juestion ,
7hich medium o advertisement eect you the mostK
Statistical FiguresE
1elevision Radio *eAspaper
C=
Roadside
<ordings
C2.0DO 0.DDO >D.DDO >2.0DO
5raphical Analysis
02.5#,
5.##,
*#.##,
*2.5#,
Teleision
Radio
'e8spaper
Roadside
9ordin2s
Juestion #'
7hat is the eect o celebrity endorsed products on the buying
behaviour on youK
Statistical FiguresE
CA
;ery Much *o 2ect 9p to an 2xtent
DO DO /DO
5raphical Analysis
&#,
&#,
+#,
:er) 1%ch
'o E66ect
;p to an E<tent
1uestion --
Are you ealth Cautious a)out it5
Statistical FiguresE
=es *o
/DO :DO
=D
5raphical Analysis
+#,
"#,
=es 'o
Analysis or Stock Availability o various Brands o !oca+!ola
in Retail 0utlets
Sample Si8e : .==
0verall availability in Bareilly !ity
4ercentage 7ise 8istribution igures ?Brand Aise@
Statistical FiguresE +
=>
"humps
/p Limca
MaaDa
Coca%
Cola &anta Sprite
2inley
soda
!!,O
24, *+, 5, 2*, *0, *#, *,
&,
5raphical Analysis
Area Aise Brand Availability Index
Area Name:% Delapeer
Statistical FiguresE
Limca
"humps
/p
Coca%
Cola !aa8a Sprite &anta +inley
!!,O
*#, 20, 2&, 0, 4, *4, *, +,
=2
5raphical AnalysisE
Area Name:% #>">Road?Delhi Road@
Statistical FiguresE
Limca
"humps
/p
Coca%
Cola !aa8a Sprite &anta +inley
!!,O
4, &*, 2*, 4, **, *+, *, +,
5raphical AnalysisE
=
Area Name:% Ci(il Lines
Statistical FiguresE
Limca
"humps
/p
Coca%
Cola !aa8a Sprite &anta +inley
!!,O
*+ 2-, *-, -, *2, *", 2, 2,
5raphical AnalysisE
=/
Area Name:% 'adaun Road
Limca
"humps
/p
Coca%
Cola !aa8a Sprite &anta +inley
!!,O
*#, &2, *", 5, *+, 22, #, *
Statistical FiguresE
5raphical AnalysisE
=0
Area Name:% Nanital Road
Statistical FiguresE
Limca
"humps
/p
Coca%
Cola !aa8a Sprite &anta
+inley
soda
!!,O
*#, 25, 25, +, *2, 2*, #, &,
5raphical AnalysisE
=:
Area Name:%,ili)hit 'yepass Road
Statistical FiguresE
Limca
"humps
/p
Coca%
Cola !aa8a Sprite &anta
+inley
soda
!!,O
*#, 2", 2", ", **, 2#, *, #
L
=C
5raphical AnalysisE

==

FI*8I*5S

EI<!I<*.
6he findings of the project are followingJ
>+ Most of the people use to drin" the brands of $oca%$ola.
2+ Most of the consumers li"e cola fla&our.
=A
+ Most of the consumers li"e the sub brand .prite.
/+ People prefer the glass bottle in comaparision to pet and can.
0+ Most of the consumers li"e the pac"ing of DDml.
:+ Most of the people consume the cold drin" generally.
C+ 6he distribution of all the brands is not good in comparision to
Pepsi$o.
=+ 6he people are attracted towards ad&ertisements on 6ele&ision.
A+ 6he demand of cold drin" in summer is &ery high.
AD
CONCL/SIONS
!0*!39SI0*S
A>
6here is a communication gap in distribution channel so retailers
are not getting ad&antage of discounting 4 trade scheme.
$ompany sales e#ecuti&e should inspect the mar"et time to time
while they do not ta"e interest so that some retailers are unsatisfied
with company.
If retailerHs complaints regarding discounting 4 trade scheme then
he is not responded properly.
@etailers do not get the companyHs actual schemes.
!istributors ha&e not maintained proper stoc" so that retailers do
not get all the products by which sale, discounting 4 trade schemes
are effected.
A2
S4O" ANAL$SIS
Strengths
Acquired 6humps up with a big mar"et share
Impro&ed quality control
A
2atest and ad&anced technology
Modified and attracti&e pac"ing
.trong Brand <ame
4ea+ness
6ight cash policy
2ess concentration on local ad&ertising
2ac" of sales promotional schemes
2ess number of empties than Pepsi
All pac"age si'e is not a&ailable in the mar"et
Opportunities
*ood rural mar"et
A/
!irect distribution
Per capita consumption in India is still low.
6he growth opportunity is phenomenal
"hreats
Intense competition with Pepsi
Pepsi is ha&ing already &ery good position in the mind of consumer
hence it is &ery tough to get more mar"et share.
Pepsi ha&e pro&ided sales generating assets to a large no. of
retailers due to that they are selling only Pepsi products.
!ue to the problems of supply people of rural areas fail to get their
demanded quantity at the time of marriage or their special
occasions
A0
,RO'LE!S &O/ND

4R0B32MS F09*8
After &isiting nearly 22D outlets I found that there are some common
problem of retailers, which are as,
A:
#. 6he retailers are not getting proper deli&ery of the desired products.
6hey are complains that they are not getting deli&ery regular. 6his
may force them to ta"e other alternati&es.
). @etailers are as"ing about schemes. 6hey are complaining that they
are not getting proper facilities, although their sale is &ery good.
6hey do not ha&e chairs and tables and in some cases if they ha&e
it is not in good condition.
&. 9ne of the big problems that the company doesnHt has a direct and
permanent contact with retailers. It is a general complaint that there
is a big communication gap between the company and them and no
one is coming the them to "now their problems
:. 6he ,uestionnaire was in -nglish language so the people found
difficult
AC
S9552S10*S
S9552S10*S F0R BRI*8A;A*
B2;2RA52S
6here are great potential mar"ets in the rural area. But no
a&ailability of product in those areas, company is ma"ing a great
loss of re&enue.
A=
6he company should equal concentrate on small as well as big
outlets or dealers.
.ponsorship to small e&ents should be gi&en instead of sponsoring
large big e&ents.
6he company officials should "eep eye on the fact that the schemes
are properly reaching to the outlets holders.
$ompany officials should &isit each and e&ery outlet and ma"e
some interaction. 6his will help to ma"e customer loyal.
6he distribution system in some area is not good. 6he major
complaint which retailer file is that after the boo"ing the crates
they get the product after 2 or days. .o they as well as company
ma"ing loss in such areas. 6he major complaint is that the &ehicle
comes once in 2 or three days while the PepsiHs distribution &ehicle
comes twice a day.
AA
6here retailer should get all the schemes which are made for them.
.ome of retailers complaint that sales person promise to gi&e the
schemes but they doesnHt gi&e to them in actual.
In many of the areas the Finley .oda brand is not a&ailable or if it
is, is &ery rare. .o $ompany should gi&e schemes to promote sale
of Finley soda.
>DD
ANNEA/RES
ANNEA/RES
>D>
1/ES"IONNAIRE
'a3e>>>>>>>>..
?2e>>>>>>>>>.


5.* @hich $rand )o% nor3all) cons%3eA
a) Coca-Cola () PepsiCo

5.2 @hich 6laor do )o% liBe 3ostA
a) Cola () 1an2o
c) Oran2e d) !e3on

5.& In Coca-Cola, 8hich s%(-(rand )o% liBe 3ostA
a) Coca-cola () Th%3s ;p
c) 1aaCa d) /prite
d) .anta e) Others

5.+ @hich pacBin2 do )o% liBeA
a) Glass (ottle () pet c) Can

5.5 @hich siCe do )o% pre6erA
a) 2## 3l. () &## 3l.
c) 5## 3l. d) 2 litres

5." @hen )o% liBe to drinB a cold drinBA
a) Rarel) () Occasionall)
c) Generall) d) 1ostl)

5.0 I6 )o%r (rand o6 cold drinB is not aaila(le then 8hat )o% doA
a) Go 6or another (rand () DonDt (%)

5.- @h) do )o% (%) a partic%lar (randA
a) D%e to taste () Co3pan)Ds na3e
c) D%e to pacBa2in2 d) ?n) other 6actor

5.4 @hich 3edi%3 o6 adertise3ent a66ects )o% the 3ostA
a) Teleision () Radio
c) 'e8sPaper d) Road /ide 9ordin2s

5.*# @hat is the e66ect o6 Cele(rit) endorsed prod%cts on the (%)in2
$ehaio%r on )o%A
a) :er) 3%ch () To 3%ch E<tent c) 'o E66ect

5.** Do )o% health ca%tio%s a(o%t cold drinBs A
a) =es () 'o
>D2
BIB3I05RA4<=
B006SE
6othari !"R"M Research Methodology( *eA Age( *eA
8elhi()''."
RamasAamy ;"S"( *amakumari S"M Marketing Management(
Macmillan India 3td( )''&"
6otletr 4"M Marketing Management(8arling
6indersley?India@4vt" 3td"(8elhi()''$"
Biyani 6" M I1 <A442*28 I* I*8IA(Rupa company ( *eA
8elhi()''$
Saxena RaNana M Marketing Management( 1ata Mc5raA
<ill(*eA 8elhi( )'':"
!Dinkota( M"R"M Marketing Management( 4earson 2ducation
Asia(*eA 8elhi( )'':"
Staton 7illiam %"M Fundamentals o Marketing( Mc5raA <ill(
*eA 8elhi( #,,:"
Bull( ;ictor 4"( Marketing ManagementE A Strategic 4lanning
Approach( Mc5raA <ill( *eA =ork( )''#"
72BSI12SE
www.google.co.in
www.yahoo.com
www.coca-cola.com
www.coca-colacompany.com
WWW.BRINDAVANBEVERAGE.COM
>D