INTRODUTION

1
INTRODUTION

“Comparative Analysis on mango fruit juices with reference to Maaza in

Hyderabad”. It is a study of how effective is the performance of the distribution in
improving the sales of the organization.

Every organization in the present world has a great thirst of capturing the market.

Now a days there are a quite number of issues with which the brands are unable to

capture the market and ending up with complaints from the consumers. Better

management can sort out this problem.

As the brands plays a vital role in improving the sales of the organization. It is
important to study the comparative analysis

NEED AND IMPORTANCE OF THE STUDY:

Every organization in the present world has a great thirst of capturing the market.
Now a days there are a quite number of issues with which the brands are unable to
capture the market and ending up with complaints from the consumers. This problem
can be sorted out by better management.

As the brands plays a vital role in improving the sales of the organization. So I
have chosen this topic of Brand Portfolio of Coca-Cola and Comparative Analysis on
Maaza in Hyderabad city and made a thorough study on this problem and came up
with certain issues which were put forth to the consumers in the form of questionnaire
and came up with their valuable views, which are the major constraints in this project.

OBJECTIVES OF THE STUDY:

2
  To know how frequently consumers prefer Soft drinks.

 To know the awareness and availability of Maaza soft drink brand.

 To know how frequently they prefer Mango drinks.

 To study the consumer intention towards Maaza.

 To know the consumer overall rating to Maaza.

SCOPE OF THE STUDY:

The present survey was made with a thorough understanding of the market
condition. Impact of various factors on the consumers, brand portfolio and
consumer’s preferences of mango flavoured soft drinks,various strategies that are
adopted by the organization to keep up with the competition.

LIMITATIONS

In under taking this study the researcher encountered certain problems.

o The respondents were not available readily and data collected as per
the convenience of the respondent.

o The organization polices had its influence on the respondents opinion

at the time of collection of data.

o Most of the data was collected through sources, due to the

inconvenience of meeting the respondents.

o The limitations of sampling had an effect on the study as it was

concentrating on a particular segment of organization.

RESEARCH METHODOLOGY

Research is the plan structure & strategy for investigation conceived to answer
to research question & control variance. It is the overall operation pattern to
3
framework of project that stipulated the information to be collected from which
sources by word procedure. What are the two possible sources of data for securing in
the above mentioned information in the primary & secondary data.

Research design: the study undertaken to access the after sales of COCA-COLA
in Hyderabad

Research procedure: the questionnaire designed for the study in the structured &
disguised in nature. It consists of multiple choice & short questions.

Data: information required for the project is mainly primary data. The
information was collected by survey method. With the help of questionnaire by
meeting various soft drink brands (MAAZA).

Secondary data is collected from the company journals, magazines, broachers &
websites.

Sampling: Since the aim of the study is to identify the effectiveness of Coca-
Cola Products in increasing the sales of HCCBPL, the consumers are targeted.

Sample design: the respondents chosen were consumer. The main aim is to
cover a majority of the area in the study and take wide range of suggestions and
complaints from the consumers which will help in analyzing the quality, quantity,
price and packing of Maaza.

Sample universe: the survey was done in Hyderabad and R.R.D.ist only
according to my convenience. It is not giving the complete picture of Andhra Pradesh
(or) India.

Sample frame/unit: Consumers

Sample size: the total sample size is 100 only.

Sample method: the information is planned to be collected by sample method,

the sample method followed is random sampling method. The probability random
sampling method is stratified random sampling.

4
Characteristics of Sampling:

Characteristics of Sampling are to be concentrated because this makes us achieve-

 Goal Oriented: Sampling design should be oriented to the research

objectives, tailored to the survey design and fitted to the survey conditions.

 Measurability: a non probability sampling does not go with measurability.

 Practicability: It is necessary that clear, correct and practical instructions

should be given to the interviewers so as to reduce the mistakes, which we
achieve in the survey to a greater extent.

Analytical Method: simple percentage method is used for the analysis purpose.

Period of study: study is during the month of March & April 2011.

Tools for Data collection

Tools used for data collection are:

a) Unstructured discussions.

b) Structured questionnaire.

a) Unstructured Discussion:

Under this method of collected data the investigator personally comes in contact
with persons from whom the information is to be obtained. The person who wants
information raises the concerned topic and should allow the person to freely
express his views .Sometimes the information cannot be collected through
questionnaires, can be collected through this method and opinion of the
respondent can be reliable and clear.

b) Structured Questionnaire:

It is usually associated with self administered tools. The respondents feel

confidence in the anonymity of a questionnaire than in that of n interview. It

5
 places less pressure on subjects for immediate response. These were the
reasons for choosing questionnaire as one of the tools for data collection. The
questionnaire consisted of 14 questions.

The questionnaire was framed by keeping certain aspects in consideration,

they are:

 What information is to be collected?

 How many questions are formulated?

 What should be their sequence?

 What should be the wording of each question?

 What should be the lay-out of the questionnaire?

The questionnaire consists of multiple choice questions which facilitates the

respondents to give the requisite information with ease.

Pre-Testing of the Questionnaire:

The pre-Testing of the Questionnaire was done by the project guide and the
questionnaire was modified accordingly.

SOURCES OF DATA:

A classification of data is very important procedure in this concept. The collected

data can be classified into two types.

1. Primary data

The primary data is very important source for to make suggestions to the title
obtained. This data can be collected in various methods like survey, interviewing,
feedback, i.e. Group Discussion etc., for collection of primary data the survey method

6
is used, which involved predetermined questions. The structured questionnaire
contained a form list of question framed so as to get the facts. But it involves high risk
and huge expensive method to get the facts.

2. Secondary Data

Collection of secondary data is very easy compared with primary data. But
this data is also very important for the growth of an organization, to predict the future
and will help to make the future plan regarding sales and improve the measures of
sales. This data can be collected from the magazines. Annual reports of the
organization and other published data.

Sample procedure

The sample size consists of 100 consumers. The sample consists of Teenage,
Young age, Middle age.

The survey was conducted in the form of an interview among randomly

chosen sample of 100 consumers.

7
 REVIEW OF LITERATURE

REVIEW OF LITERATURE

WHAT IS BRAND PORTFOLIO?

Some companies have multiple products and services, each of which may have its
own brand (trademark, service mark), or form of a family of brand. They may be

8
common law marks, or registered under status in various countries and state. The total
collection of these rights is called the “brand portfolio”.

5 Key Elements in Managing a Brand Portfolio:

Business needs to stay relevant in a dynamic market in which new categories and
sub-categories are emerging, mergers or brand extensions are taking place. Too often
a brand finds its market share declining despite retaining strong awareness, image,
and even loyalty. Customers are simply no longer buying. A brand portfolio strategy
can help address relevance. Managing brands in a coordinated way helps a company
to avoid confusing its customers, investing in overlapping product-development and
marketing efforts and multiplying its brands at its own rather that its competitor’s
expense. Here are five key elements to consider in managing a brand portfolio:

Differentiate

Differentiation is the only alternative to price-dominated competition. However,

achieving a sustainable point of differentiation is difficult. Offering base points of
differentiation that are effective is generally short-lived as competitors copy them
quickly.

A portfolio solution is to create branded differentiators, branded features, services

or programmers’ that provide a sustainable point of differentiation.

Energize

Most brands can use more energy. The energy gap problem is particularly
troublesome, ironically, for market-leader firms in mature categories that often have
an enviable reputation of high quality, trustworthiness and innovation. Such brands
nearly always tend to be viewed as boring.

The portfolio solution is to create a branded energizer, a branded product,

promotion, sponsorship programmers or other entity that will enhance and energies a
target brand. The target brand, which may be boring, can be linked to a brand that has
substantial energy.

9
Extend

Most companies desire growth in order to create organizational vitality and to

realize the objectives of investors. Even if a growth sub-market is discovered for
which competition is modest and an attractive offering is available, a brand asset will
be needed to enable the growth option.

A portfolio solution is to create and leverage brand assets. A brand extension

strategy leverages brands into adjacent product classes. In doing so, it is useful to
build brand platforms that will eventually span many products, perhaps using sub-
brands rather than looking to incremental extensions.

The concern in any extension decision is the impact that the extension has on the
brand – in addition to the help the brand will give to the extension. An ill-conceived
or badly implemented extension can damage the brand. Brands can also be used to
extend vertically. The super-premium market is attractive as it contains most of the
product vitality and attractive margins. Vertical brand extensions are often compelling
but they represent delicate brand portfolio issues because moving up involves brand
credibility and moving a brand down involves risk.

Clarify

Consumers and employees become frustrated in trying to determine what the firm
stands for in the various product-market settings. There is also a lack of brand-
building focus, resulting in ineffective use of brand-building budgets. A portfolio
strategy can enhance focus and clarity. One route is simply to reduce the number of
brands, especially those that are strategic.

Another route is to clarify the roles that the various brands would play, develop
them for success in those roles and make sure they are used consistently. Still another
is to leverage the corporate brand within the portfolio. This usually represents the
people, values and culture of an organization and it is often ideally suited to being an
endorser brand.

Start and end with the consumer

10
 The starting point for marketers is to define categories as consumers do. The
marketers need a disciplined way of evaluating their brands’ opportunities, like
annualizing the need states – the intersection between what customers want and how
they want it.

BRAND PORTFOLIO STRATEGY (Creating, relevance, Differentiation, Energy,

Leverage, Clarity)

In the long-awaited book from the world’s premier brand expert and author of the
seminal work Building Strong Brands, David Aaker shows managers how to construct
a brand portfolio strategy that will support a company’s business strategy and create
relevance, differentiation, energy, leverage, and clarity. Building on case studies of
world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and
Power Bar, Aaker demonstrates how powerful, cohesive brand strategies have enabled
managers to revitalize brands, support business growth, and create discipline in
confused, bloated portfolios of master brands, sub-brands, endorser brands, co-brands,
and brand extensions.

Aaker offers readers step-by-step advice on what to do when confronting scenarios

such as the following:

ØBrands are under-leveraged

Ø The business strategy is at risk because of inadequate brand platforms

Ø The business faces a relevance threat caused by emerging subcategories

Ø The firm’s brands are tired and bland

Ø Strategy is paralyzed by a lack of priority among the brands

Ø Brands are cluttered and confusing to both customers and employees

Ø The firm needs to move into the super-premium or value arenas to create margin or
sales volume

Ø Margin pressures require points of differentiation

11
COMPANY PROFILE
12
 COMPANY PROFILE

The Coca-Cola Company re-entered India through its wholly owned subsidiary,
Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening
up of the Indian economy to foreign investments in 1991. Since then its operations
have grown rapidly through a model that supports bottling operations, both company
owned as well as locally owned and includes over 7,000 Indian distributors and more
than 1.3 million retailers. Today, our brands are the leading brands in most beverage
segments. The Coca-Cola Company’s brands in India include Coca-Cola, Fanta
Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky
Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced tea,
the Georgia Gold range of teas and coffees and Vitingo (a beverage fortified with
micro-nutrients).

13
 In India, the Coca-Cola system comprises of a wholly owned subsidiary of The
Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells
concentrate and beverage bases and powdered beverage mixes, a Company-owned
bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized
bottling partners of The Coca-Cola Company, who are authorized to prepare, package,
sell and distribute beverages under certain specified trademarks of The Coca-Cola
Company; and an extensive distribution system comprising of our customers,
distributors and retailers. Coca-Cola India Private Limited sells concentrate and
beverage bases to authorized bottlers who are authorized to use these to produce our
portfolio of beverages.These authorized bottlers independently develop local markets
and distribute beverages to grocers, small retailers, supermarkets, restaurants and
numerous other businesses. In turn, these customers make our beverages available to
consumers across India.

The Coca-Cola Company has invested nearly USD 1.1 billion in its operations in
India since its re-entry back into India in 1992. The Coca-Cola system in India
directly employs over 25,000 people including those on contract. The system has
created indirect employment for more than 1,50,000 people in related industries
through its vast procurement, supply and distribution system. We strive to ensure that
our work environment is safe and inclusive and that there are plentiful opportunities
for our people in India and across the world.

The beverage industry is a major driver of economic growth. A National Council

of Applied Economic Research (NCAER) study on the carbonated soft-drink industry
indicates that this industry has an output multiplier effect of 2.1. This means that if
one unit of output of beverage is increased, the direct and indirect effect on the
economy will be twice of that. In terms of employment, the NCAER study notes that
“an extra production of 1000 cases generates an extra employment of 410 man days.”

14
 As a Company, our products are an integral part of the micro economy particularly
in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-
Cola in India is amongst the largest domestic buyers of certain agricultural products.

As an industry which has strong backward and forward linkages, our operations
catalysis growth in demand for products like glass, plastic, refrigeration,
transportation, and Industrial and agricultural products. Our operations also lead to
incremental growth for enterprises engaged in post production activities like
merchandising, marketing and sales. In addition, we share best practices and
technological advancements with our suppliers, vendors and allied industries which
often lead to improvement in the overall standards of quality across industries.

The Coca-Cola Company has always placed high value on good citizenship. Our
basic proposition entails that our Company’s business should refresh the market;
enrich the workplace; protect and preserve the environment; and strengthen the
community. We leverage our unique strengths to actively support and respond to local
needs -- be it the need for education, health, water or nutrition. We have used our
distribution network for disaster relief, our marketing prowess to raise awareness on
issues such as PET recycling, and our presence in communities to improve access to
education and potable water. The Coca-Cola India Foundation is now taking forward
in the community at large, projects and programs of social relevance to carry forward
the message of inclusive growth and development. For more details on activities of
the Coca-Cola India Foundation, please visit the website of the Coca-Cola India
Foundation,

Coca-Cola worldwide and in India

The Coca-Cola Company is the world’s largest beverage company. Along with
Coca-Cola, recognized as the world’s most-valuable brand, the Company markets four
15
of the world’s top five soft drink brands, including Diet Coke, Fanta and Sprite and a
wide range of other beverages, including water, juices and juice drinks, tea, coffee and
sports drinks. Through one of the world’s largest beverage distribution system,
consumers in more than 200 countries enjoy The Coca-Cola Company’s beverages at
a rate exceeding 1.6 billion servings each day.

Coca-Cola in India is the country’s leading beverage Company with an unmatched

portfolio of beverages. The Company manufactures and markets leading beverage
brands like Coca-Cola, Thums Up, Fanta, Fanta Apple, Limca, Sprite, Maaza, Minute
Maid, Burn, Kinley and Georgia range of tea coffee, Nestea and Fanta Fun Taste.

One of the early investors in India, the Coca-Cola system provides direct and
indirect employment to more than 1, 50,000 people. The Coca-Cola System in India
has more than 1 million retailers and our business has a multiplier effect on
employment and earning opportunities. Coca-Cola in India is the largest domestic
buyer of sugar and one of the top buyers of mango pulp. The Coca-Cola System in
India business also positively impacts industries like Glass, Plastics, Resin
Manufacturers, Sugar, Automobiles, White Goods Manufacturers, Banking etc.

The Coca-Cola Company has always placed high value on good citizenship. At the heart of
business is a mission statement called the Coca-Cola Promise - “The Coca-Cola Company
exists to benefit and refresh everyone that it touches.” This basic proposition entails that the
Company’s business should refresh the markets, protect, preserve and enhance the
environment and strengthen the community. Coca-Cola India provides extensive support for
community programs across the country, with a focus on education, health and water
conservation. The Company has installed more than 500 rain water harvesting structures in
the country. The Company has also undertaken the rejuvenation and reconstruction of
several traditional water bodies including check dams. We are also working towards
providing clean drinking water to school children in Chennai and areas in West Bengal in
partnership with Rotary International and UN Habitat respectively. The Company is
committed to work with communities across India in its effort to contribute to mutual
growth and development.

16
 Mission, Vision & Values:

The world is changing all around us. To continue to thrive as a business over the
next ten years and beyond, we must look ahead, understand the trends and forces
that will shape our business in the future and move swiftly to prepare for what's to
come. We must get ready for tomorrow today. That's what our 2020 Vision is all
about. It creates a long-term destination for our business and provides us with a
"Roadmap" for winning together with our bottling partners.

Our Mission:

Our Roadmap starts with our mission, which is enduring. It declares our purpose
as a company and serves as the standard against which we weigh our actions and
decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...

 To create value and make a difference.

Our Vision:

Our vision serves as the framework for our Roadmap and guides every aspect of
our business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.

 People: Be a great place to work where people are inspired to be the best they
can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.

 Partners: Nurture a winning network of customers and suppliers, together we

create mutual, enduring value.

 Planet: Be a responsible citizen that makes a difference by helping build and

support sustainable communities.

 Profit: Maximize long-term return to shareowners while being mindful of our

17
 overall responsibilities.

 Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture:

Our Winning Culture defines the attitudes and behaviors that will be required of us to
make our 2020 Vision a reality.

LIVE OUR VALUES:

Our values serve as a compass for our actions and describe how we behave in the
world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius

 Integrity: Be real

 Accountability: If it is to be, it's up to me

 Passion: Committed in heart and mind

 Diversity: As inclusive as our brands

 Quality: What we do, we do well

Focus on the Market:

 Focus on needs of our consumers, customers and franchise partners

 Get out into the market and listen, observe and learn

 Possess a world view

 Focus on execution in the marketplace every day

 Be insatiably curious

Work Smart:

18
  Act with urgency
 Remain responsive to change

 Have the courage to change course when needed

 Remain constructively discontent

 Work efficiently

Act Like Owners:

 Be accountable for our actions and inactions

 Steward system assets and focus on building value

 Reward our people for taking risks and finding better ways to solve problems

 Learn from our outcomes -- what worked and what didn’t

Be the Brand:

 Inspire creativity, passion, optimism and fun

Production:

330 ml Coca-Cola. Bottles of Coca-Cola Zero and Coca-Cola Light

19
Ingredients
 Carbonated water
 Sugar (sucrose or high-fructose corn syrup depending on country of origin)

 Caffeine

 Phosphoric acid v. Caramel (E150d)

 Natural flavourings.

A can of Coke (12 fl ounces/355ml) has 39 grams of carbohydrates (all from sugar),
50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories.

Formula of natural flavorings:

Coca-Cola formula

The exact formula of Coca-Cola's natural flavourings (but not its other
ingredients which are listed on the side of the bottle or can) is a trade secret. The
original copy of the formula is held in Sun Trust Bank’s main vault in Atlanta. Its
predecessor, the Trust Company, was the underwriter for the Coca-Cola Company's
initial public offering in 1919. A popular myth states that only two executives have
access to the formula, with each executive having only half the formula. The truth is
that while Coca-Cola does have a rule restricting access to only two executives, each
knows the entire formula and others, in addition to the prescribed duo, have known
the formulation process.

Franchised production model:

The actual production and distribution of Coca-Cola follows a

franchising model. The Coca-Cola Company only produces a syrup concentrate,
which it sells to bottlers throughout the world, who hold Coca-Cola franchises for one
or more geographical areas. The bottlers produce the final drink by mixing the syrup
with filtered water and sweeteners, and then carbonate it before putting it in cans and
bottles, which the bottlers then sell and distribute to retail stores, vending machines,
restaurants and food service distributors.

20
 The Coca-Cola Company owns minority shares in some of its largest
franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic
Bottling Company (CCHBC) and Coca-Cola FEMSA but fully independent bottlers
produce almost half of the volume sold in the world. Independent bottlers are allowed
to sweeten the drink according to local tastes.

The bottling plant in Skopje, Macedonia received the 2011 award for
"Best Bottling Company".

SUSTAINABILITY AWARDS & RECOGNITION

2012 'Innovation in Small Projects Award' from the International Water

Association, Asia Pacific Region (July 2012), Learn more »

Responsible CEO of the Year Award, Muhtar Kent, Corporate Responsibility

Magazine (November 2010), Learn more »

50 Most Admired Companies, FORTUNE (March 2010), Learn more »

2009 CSR Award, Coca-Cola China, AmCham Shanghai 2009 Corporate Social
Responsibility Conference and Awards (November 2009)

Corporate Social Responsibility Awards, Coca-Cola India (May 2009), Learn

more »

Most Socially Responsible Company 2008, Coca-Cola Nigeria Limited, Social

Enterprise Reports and Award (SERA) 2008, (August 2008)

Foods and Beverages Most Socially Responsible Company in Nigeria 2008, Coca-
Cola Nigeria Limited, Social Enterprise Reports and Award (SERA) 2008, (August
2008)

One of Ten "Most-Admired" Companies in Germany, The Coca-Cola Company,

Manager Magazine (February 2008)
21
 Philanthropist of the Year, Coca-Cola Ukraine, World of Child, Ukrainian Fund of
Philanthropists and Ukraine 3000 (December 2007)

Named Strategic Partners in Poland's Responsible Business Forum, Coca-Cola

Poland Services (CCPS) and Coca-Cola HBC Polska (CCHBCP), Responsible
Business Forum (FOB) (December 2007)

No. 2, 2007 Corporate Social Responsibility Study, Coca-Cola Mexico, Excélsior

(December 2007)

World's Most Accountable Corporations, One World Trust 2007 Global

Accountability Report (December 2007) Learn more »

Asia Society Leadership Award (November 2007)

No. 2, India's Most Respected Fast Moving Consumer Goods Company, and No.
7, Most Respected Multinational Corporation in India, Coca-Cola India,
BusinessWorld, in conjunction with the Indian Market Research Bureau (November
2007)

No. 13, World's Most Respected Companies survey, Barron's (September 2007)

No. 1, Food and Beverage Industry Category, Best EthicalQuote Progress and
Best Reported Performance Categories (July 2007)

No. 2, Leaders Across All Sectors for Best Reported Performance, EthicalQuote
(July 2007)

FTSE4Good Index of Socially Responsible Companies (July 2007)

No. 4, Most Respected Companies, Coca-Cola India, Business World (April 2007)

No. 8, America's Most Responsible Companies Consumer Index (March 2007)

Best Sustainability Initiative, eKOfreshment program, Zenith International

Publishing Beverage Innovation Awards (March 2007)

22
 No. 3, Beverage Industry Category, America's Most Admired Companies Survey,
Fortune Magazine (March 2007)

Corporate Social Responsibility Award, Mexican American Legal Defense and

Education Fund (March 2007)

Ethical Brand Awards: No. 1 in the U.S., No. 3 in Spain and No. 8 in France, five-
country study by market research group GfK NOP (February 2007)

"Global 100," unranked list of the world's 100 most sustainable corporations
(January 2007)

Product Innovation Best Ideas on Social Responsibility Issues, Coca-Cola Spain,

Actualidad Economica (2007)

Best Companies of the Year, Coca-Cola Spain, Dirigentes (2007)

Best Professional Ethics - 3rd Place, Coca-Cola Spain, Actualidad Economica

(2007)

23
Brand portfolio:

24
 Launc Discontinu
Name Notes Picture
hed ed

Coca- The original version of Coca-

1886
Cola Cola.

Caffeine-
Free Coca- 1983
Cola

Coca- Was available in Canada

1985
Cola Cherry starting in 1996.

New
Still available in Yap and
Coke "Coca- 1985 2002
American Samoa
Cola II"

Still available in:

American Samoa, Austria,

Coca- Brazil, China, Denmark, France,
Cola with 2001 2007 Germany, Hong Kong, Iceland,
Lemon Korea, Macau, Malaysia,
Netherlands, Singapore, Spain,
Switzerland, United Kingdom,
and United States,

25
 Still available in:

Austria, Australia, China,

Germany, Hong Kong, New
2002 2007 Zealand (600ml only) Malaysia,
Coca-
Sweden (Imported) and Russia.
Cola Vanilla
Was called "Vanilla Coca-Cola
(Vanilla Coke)" during initial
U.S. availability.
It was reintroduced in June
2009
2009 by popular demand

Coca- Was only available in Japan,

2005 2009
Cola C2 Canada, and the United States.

Coca- Available in Belgium,

Cola with 2007 Netherlands, Singapore, Canada,
Lime and the United States.

Coca-
June End of Was only available in New
Cola
2007 2007 Zealand.
Raspberry

Coca-
2007
Cola Zero

Only available in Federation of

Coca-
2007 Bosnia and Herzegovina, Germany,
Cola M5
Italy, Spain, Mexico and Brazil.

Coca-
Cola Black Middle of Was replaced by Vanilla Coke
2008
Cherry 2009 in June 2009
Vanilla

26
 Only available in the United
Coca- Beginning States, France, Canada, Czech
2008
Cola Black of 2010 Republic, Slovak Republic,
Bulgaria and Lithuania

Only available in Federation of

Coca-
2008 Bosnia and Herzegovina, New
Cola Citra
Zealand and Japan.

Coca-
Only available in France and
Cola Light 2008
Belgium.
Sango

Coca- Only available in the United

2009
Cola Orange Kingdom and Gibraltar

Diet
198 The first version of Coca-Cola
Coke/Diet Coca-
2 without sugar.
Cola

The first version of caffeine free

Caffeine-Free 198
version of Diet Coke and the first
Diet Coke 3
extension of the Diet Coke formula.

Diet Cherry 198

Available in U.S. and United
Coke/Diet Coke 6
Kingdom (as of 2009).
Cherry
Discontinued in Australia and Israel.

27
 Only available in Austria, Brazil,
Canada, Germany, Hong Kong, The
Diet Coke 200 2007 in Netherlands, South Africa, Spain and
with Lemon 1 usa Israel. The version sold in Continental
Europe uses the Coca-Cola Light
brand.

Only available in Hong Kong,

Diet Vanilla 200 2007 in
New Zealand (only 300mL and
Coke/Diet Coke 2 usa
600mL), Australia,

Available in the U.S., Ireland,

Diet Coke 200
Finland, Sweden, Canada and Bosnia
with Lime 6
and Herzegovina.

Jun
Diet Only Available in New Zealand,
e 1, 2008
Raspberry Coke and Bosnia and Herzegovina
2007

Diet Coke
200 Only available in the U.S. and
Sweetened with
7 Bosnia and Herzegovina
Splenda

Diet Coke
200 Only Available in USA and
Black Cherry 2009
8 Bosnia and Herzegovina.
Vanilla

Only available in Belgium,

Coca-Cola 200
France, Luxembourg, and Bosnia and
Light Sango 7
Herzegovina

Diet Coke 200 Only available in Bosnia and

with Citrus Zest 9 Herzegovina and in the United
28
 Kingdom.

Diet Coke
200 Available in many European
Plus/Coca Cola
9 countries, U.S and Brazil
Light plus

From the CEO’s Desk

Dear Friends,
2011 has been an eventful year for the company. We have grown our volumes,
made effective technological innovations, developed long standing partnerships with a
number of organizations and continued to build our portfolio of brands.

India is a strategic market for The Coca-Cola Company. The Company announced
a $ 2 Billion investment in India, in the next 5 years beginning 2012, which is directed
at realizing the tremendous opportunity that exists in this market. The investment
represents our commitment to continued innovation, consumer marketing and brand
building, expansion of distribution and our manufacturing capacity and creates
economic growth and opportunities for the local community.

The India and South West Asia Business Unit is on track to achieve our 2020
goals, although there is a long way to go. Our India business has been growing for the
last 23 quarters and 17 of these quarters have seen double digit growth. We are

29
working to maintain this growth momentum and realize the potential in this market.
India ranks among the top ten markets of The Coca-Cola Company in volume terms
and is the largest market in the Eurasia and Africa Group.

Last year, was a year of good results. Two of the Company’s core sparkling
brands1 – Thums Up and Sprite – were the country’s top selling soft drink brands.
Trademark Coca-Cola was one of our fastest growing sparkling brands and Maaza 2
was India’s largest selling juice drink. Coca-Cola was recognized as India’s most
trusted beverage brand3 as well as the most exciting youth brand in the country 4.
Coca-Cola India also ranked amongst the top five most respected FMCG companies
in India5 . The Company launched Coke Studio, a fusion music show in partnership
with MTV, which became a national phenomenon with 712,000 Facebook fans, over
2.5 million hits on YouTube and close to 10 million downloads on mobile platforms.
Sustainability remained a key focus area for the Company and together with our
bottling partners; we accomplished many of our goals, including achieving a net zero
balance with regard to groundwater usage in India.

We are well integrated with our local communities and are doing our bit to
contribute to economic and social growth. We launched the ‘Coca-Cola NDTV
Support My School’ campaign, which is aimed at creating more than 100 model
schools in India. Each of the 100 schools will receive improved access to water and
gender-specific sanitation, infrastructure for water conservation and rainwater
harvesting, landscape improvement, library construction, teacher training, and new
sports facilities. We also collaborated with Jain Irrigation to launch Project Unnati- an
Ultra High Density Plantation technology for farmers in Andhra Pradesh, which will
lead to better productivity in the Mango belt, train farmers on water conservation and
sustainability. An example of innovating in India for Indian conditions was the launch
of, eKOcool, a solar powered refrigerator, which overcomes the barrier of grid power
availability and provides growth opportunities for many small business enterprises.
The refrigerator is also equipped with a solar mobile charger and a lantern which
provide additional income generation for the outlet.

30
 We actively supported grassroots level sports programs to encourage active,
healthy living such as the Coca-Cola Under-16 Cup cricket tournament, the Coca-
Cola Mir Iqbal Hussain Trophy football tournament and Sprite Gully Cricket.
Collectively these programs are engaging more than 50,000 youth in healthy active
living programs.

As we work towards continuing our growth momentum in 2012, we remain

committed to work with communities across the country for our mutual growth and
development; and I look forward to your continued support in carrying the growth
momentum forward.
Best Regards
ATUL SINGH,
President & CEO, Coca-Cola India & South West Asia
Source – AC Nielsen
2
Source – AC Nielsen
3
Source – Brand Equity, Most Trusted Brands Survey 2011
4
Source – Brand Equity, Most Exciting Youth Beverage Brands Survey 2011
5
Source – Business World Most Respected Companies Survey 2011

Our Recent Initiatives

Support My School
In it continued endeavor to help build sustainable communities, Coca-Cola India
and NDTV in...

31
 The Coca-Cola System in India Celebrates World Water Day
Reaffirming its goals on Reduce, Reuse and Replenish water ...

Mir Iqbal Hussain Trophy 2011

Coca-Cola India and All India Football Federation launch the third edition of the
'Coca Cola Mir Iqbal Hussain Trophy' 2011...

Coca-Cola India partners with Indian School of Business (ISB) to launch

the Coca-Cola – ISB Retail Academy...

COCA – COLA BRANDS IN INDIA

It is the world’s favorite drink and the world’s most valuable brand, Coca –
Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship

32
brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in
the world.

In India Coca – Cola was the leading soft-drink till 1977 when govt. policies
necessitated its departure. Coca – Cola made its return to the country in 1993 and made
significant investments to ensure that the beverage is available to more and more people,
even in the remote and inaccessible parts of the nation.

Thrums Up is a leading carbonated soft drink and most trusted brand in

India. Originally introduced in 1977, Thrums Up was acquired by the Coca – Cola Company In
1993. Thrums UP is known for its strong, fizzy taste and its brand clearly seeks to separate
the men from the boys.

Lime n’ Lemony Limca, the drink that can cast a tangy refreshing spell on
anyone, anywhere.

Born in1971, Limca has been the original thirst choice, of millions of consumers for over
3 decades. The brand has been displaying healthy volume growths year on year and Limca
continues to be the leading favor soft drink in the country.

Worldwide Sprite is ranked as the No. 4 soft drink and is sold in more
than 190 countries. In India, Sprite was launched in year 1999 and today it has grown to be
one of the fastest growing soft drinks, leading the Clear lime category.

33
 Maaza was launched in 1976. This was a drink that offered the same real
taste of fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca – Cola India. Maaza currently dominates the fruit
drink category.

Fanta the ‘Orange’ drinks of the Coca – Cola Company is seen as one of the
favorite drinks since 1940’s. Fanta entered the Indian market in the year 1993.

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and
ungluing bubble. That not just uplifts feelings but also helps free spirit.

Diet Coke was born in 1982 and quickly became the N0. 1 sugar-free drink
in diet-conscious America.

Know as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca – Cola
Light in other countries, it’s now the N0. 3 soft drink in the world; it’s the drink for people
who want no calories, but plenty of taste.

Kinley water promise that water is as pure as it is meant to be. Water you
can trust to be truly safe and pure.

Kinley water comes with the assurance of safety from the Coca – Cola Co. That is why
they introduced Kinley with reverse-osmosis along with the latest technology to ensure the
purity of our product.
34
 Vanilla Coke was launched in 2002 in North America and subsequently in
various other markets across the world and met with immense success.

The idea of the refreshment of Coca – Cola with a hint of Vanilla was found very
appealing when tested in India and they launched Vanilla Coke in April 2004.

DATA ANALYSIS AND

PRESENTATION

35
 DATA ANALYSIS AND PRESENTATION
1. If not a soft drink or a fruit juice, which other beverage tops your mind.

AGE/OPTIONS Coffee Tea Lassi Total

Teenage 9 11 12 3
(35%)
Young age 9 13 14 4
(40%)
Middle age 6 7 9 3
(25%)

36
 INTERPRETATION:

In my project analysis, most of the teenagers, young agers, and middle-aged

people preferred only lassi in the case of not availability of soft drinks.

2. What induces you to buy Maaza?

AGE/OPTION Health drink Status symbol Taste Variety

Teenage 6 2 24 3
(35%)
Young age 7 3 27 3
(40%)
Middle 4 3 13 5
age (25%)

INTERPRETATION:

All age group people preferred mostly maaza because of its taste.

37
 3. How frequently do you consume mango flavored soft drinks?

AGE/OPTIONS Once in a Twice in a Thrice in a Rarely

month month month
Teenage 8 7 8 12
(35%)
Young age 5 5 20 10
(40%)
Middle age 4 4 10 7
(25%)

INTERPRETATION:

Young age peoples are most frequently buying the mango flavored soft drinks

compared to other aged group people.

38
 4. On what occasions do you prefer mango flavored soft drinks?

When you
AGE/OPTIONS serve your When you go When you feel Any other
guests to movies thirsty time

Teenage 7 12 9 7
(35%)
Young age 7 11 12 10
(40%)
Middle 1 5 8 11
age(25%)

INTERPRETATION:

People of all age group preferred mango flavored soft drinks equally, when they

go to movies and feel thirsty.

39
 5. Which of the following brands of mango flavored soft drinks you are aware of?

AGE/OPTIONS Maaza Frooti Slice Maa Others

Teenage 33 25 21 18 7
(35%)
Young age
(40%) 34 26 24 16 3
Middle age
(25%) 20 18 16 10 6

INTERPRETATION:

Compared to all brands people from all the age groups are aware of Maaza.

40
 6. Which of the following brands are mostly available in your area?

AGE/OPTIONS Maaza Frooti Slice Maa Others

Teenage 30 22 13 19 0
(35%)
Young age
(40%) 31 15 13 9 3
Middle age
(25%) 21 16 13 8 5

INTERPRETATION:

In my project analysis, it is observed that maaza is most frequently available in

all areas of the respondents compared to all other brands.

7. Which of the following mango flavored soft drink is most appealing to you?
41
AGE/OPTIONS Maaza Frooti Slice Maa Others

Teenage
(35%) 24 7 2 1 1
Young age
(40%) 32 4 1 1 2
Middle age
(25%) 14 5 4 0 2

INTERPRETATION:

From the study conducted it is observed that for all the respondents regardless of

their age groups said that Maaza is the most appealing brand to them.

8. Which type of packing you prefers the most?

AGE/OPTIONS Tetra pack Glass bottles Pet bottles Others

42
 Teenage 10 8 16 1
(35%)
Young age
(40%) 12 10 14 4
Middle age
(25%) 10 7 5 0

INTERPRETATION:

When asked about the packing style it is observed that the young age and teen age

respondents preferred the pet bottles and the middle aged ones preferred for the tetra

packs.

9. Which brand’s packaging looks more attractive to you?

43
AGE/OPTIONS Maaza Frooti Slice Maa Others

Teenage 15 12 3 2 3
(35%)
Young age
(40%) 13 16 5 3 3
Middle age
(25%) 9 11 4 1 0

INTERPRETATION:

From the analysis it is observed that the respondents of young age and middle

age are attracted by the packing of the Frooti where as the teenage respondents are

attracted for the Maaza packing.

10. How do you rate canned juices as compared to fresh juices?

Equivalent to Have artificial Healthy with

AGE/OPTIONS fresh juice added flavor preservatives
44
 7 18 10
Teenage (35%)
Young age 6 22 12
(40%)
Middle age 5 11 9
(25%)

INTERPRETATION:

Fro the study conducted it is clear that the respondents of all the age groups

said that the canned juices have artificial added flavor and some of the respondents

said that they are healthy with preservatives.

11. Do advertisements affect your purchases?

AGE/OPTIONS Yes No

20 15
Teenage (35%)
25 15
Young age (40%)
45
 12
Middle age (25%) 13

INTERPRETATION:

It is observed in the study that regardless of the age groups all the respondents are

influenced by the advertisements.

12. Which flavor you prefer to have Maaza if there is any chance to change the flavor?

AGE/OPTIONS Orange Grape Apple

12 9 14
Teenage (35%)
Young age 14 8 18
(40%)
Middle age 11 4 10
(25%)

46
INTERPRETATION:

From the study it is observed that the respondents of teen age and young age

preferred to have a change to the apple flavor where as the middle said that it could be

orange flavor.

13. a) the quality of Maaza based on “Likert Scale”

AGE/OPTIONS Excellent Very Good Good Average Below

Average
17 11 7 0 0
Teenage (35%)
Young age
(40%) 18 10 11 1 0
Middle age
(25%) 10 10 5 0 0

47
INTERPRETATION:

It is interpreted from the analysis that most of the respondents of all the age

groups rated the quality of the Maaza to be excellent.

b) The thickness of Maaza based on “Likert Scale”.

AGE/OPTIONS Excellent Very Good Good Average Below

Average
Teenage (35%) 11 14 8 3 0
Young age
(40%) 7 19 13 1 0
Middle age
(25%) 5 8 7 4 1

48
INTERPRETATION:

Most of the respondents from all the age groups rated the thickness of the

Maaza to be very good.

c) The Mango flavour of Maaza based on “Likert Scale”

AGE/OPTIONS Excellent Very Good Good Average Below

Average

Teenage (35%) 10 11 10 4 0
Young age
(40%) 17 11 8 4 0
Middle
age(25%) 8 1 13 3 0

49
INTERPRETATION:

When asked for the mango flavor in maaza it is observed that the respondents

of teenage rated it to be very good, where as the respondents of young age and middle

age rated as excellent and good respectively.

d) The packing of Maaza based on “Likert Scale’.

AGE/OPTIONS Excellent Very Good Good Average Below

Average
Teenage (35%) 5 8 14 7 1
Young age
(40%) 7 13 15 5 0
Middle age
(25%) 3 9 8 5 0

50
INTERPRETATION:

Respondents of age groups of teenage and young age rated as good for the

packing of maaza where as the middle-aged respondents rated to be very good.

e) The pricing of Maaza based on “Likert Scale”.

AGE/OPTIONS Excellent Very Good Good Average Below

Average
Teenage (35%) 4 4 17 8 2
Young age
(40%) 6 5 20 5 4
Middle age
(25%) 1 2 10 10 2

51
INTERPRETATION:

From the study, it is observed that the respondents on an average rated the

prices of the Maaza to be good.

14) Rate “Maaza” among other brand of mango flavored soft drink on 1-10

scale.

A. Rating: Rate for Each Sample -10

NO. Of Sampels-100

Based on survey the consumer rating towards Maaza is 9 (Mode) has been taken.

52
 SUMMARY

FINDINGS

 Most of the teenagers, young age, and middle age persons are preferred only
lassi in the case of not availability of soft drinks.

 All age peoples are preferred only mazaa because of taste

 Young age peoples are most frequently buying the mango flavored soft
drinks compared to other aged group peoples

 All age peoples are preferred mango flavored soft drinks equally, when they
go to movies and feel thirsty.

 Most of the consumers are aware of maaza

53
  Many of the consumers preferred maaza when compared to other products.

 It has been found that maaza is available in all outlets.

 Consumers expressed that maaza is more appealing than the other mango
products.

 The findings infer that the fast moving packs are pet bottles.

 Consumers are satisfied with the present packaging.

 They expressed their satisfaction about the quality, quantity, thickness and
mango flavor of maaza.

SUGGESTIONS

 The ingredients which are harmful should not be mixed with the soft

drinks.

 The period especially between March and June where the demand is

more , the supply ofpet bottles should be adequate

 The real taste and mango flavor of the fruits must be retained to make it

more popular among other products.

 The reduction in price in summer season will lead to increase in sales.

54
  Appealing and attractive offers on the purchase of the products may

increase the margin of sales.

 Many people thinking that the all soft drinks include pesticides’ so

company’s try to remove that kind of opinion in the public.

CONCLUSION

Business needs to stay relevant in a dynamic market in which new categories

and sub-categories are emerging, mergers or brand extensions are taking place.

Managing brands in a coordinated way helps a company to avoid confusing its

customers, investing in overlapping product-development and marketing efforts and

multiplying its brands at its own rather that its competitor’s expense.

It was a great pleasure to interact with the consumers of different age groups

and backgrounds, and almost all of them were aware of the coco-cola and maaza and

other soft drinks. They took out time from their busy schedule to fill up questionnaire.

55
The study on “comparative analysis on mango fruit juices with reference to maaza”

stated that most of the consumers are satisfied with the Maaza.

Taking into consideration the data analysis, interpretation, and findings I have
further made suggestions so that the consumers become more aware of the brand
(maaza) and in turn the company gains competitive advantage, increases its market
share value and attains customer satisfaction.

BIBLIOGRAPHY

Author Year of Title of the Edition Publisher

publishing book

Kotler and 2010 Principle of Edition 8th PHI Pvt.Ltd

Armstrong marketing

V.S.Ramaswamy 2009 Marketing Edition 3rd Macmillan

and management Business

S.Namakumari Books

Naresh 2008 Marketing Edition 5th PHI Pvt.Ltd

K.Malthotra Research

56
S.Sumathi and 2004 Marketing Edition Vikas

P.Saravanavel Research and Publishing

Consumer House Pvt.Ltd

Behaviour

WEB SITES:

www.wikipedia.com

www.cocacolaindia.com

www.portfolio.com

www.parleagro.com

www.pepsi.com

www.cavinkare.com

57
 CONSUMER REPORT / QUESTIONNAIRE

Consumer Report

Name : Age :

Profession :

1. If not a soft drink or a fruit juice, which other beverage tops your mind.

(a) Coffee (b) Tea (c) Lassi (d) Total

2. What induces you to buy Maaza?

(a) Health drink (b) Status symbol (c) Taste (d) Variety

3. How frequently do you consume mango flavored soft drinks?

(a) Once in a month (b) Twice in a month (c) Thrice in a month (d) Rarely

4. On what occasions do you prefer mango flavored soft drinks?

58
 (a)When you serve your guests (b) When you go to movies

(c) When you feel thirsty (d) Any other time

5. Which of the following brands of mango flavored soft drinks you are aware of?

(a) Maaza (b) Frooti (c) Slice (d) Maa (e) Others

6. Which of the following brands are mostly available in your area?

(a) Maaza (b) Frooti (c) Slice (d) Maa (e) Others

7. Which of the following mango flavored soft drink is most appealing to you?

(a) Maaza (b) Frooti (c) Slice (d) Maa (e) Others

8. Which type of packing you prefers the most?

(a) Tetra pack (b) Glass bottles (c) Pet bottles (d) Others

9. Which brand’s packaging looks more attractive to you?

(a) Maaza (b) Frooti (c) Slice (d) Maa (e) Others

10. How do you rate canned juices as compared to fresh juices?

(a) Equivalent to fresh juice (b) Have artificial added flavor

(c) Healthy with preservatives

11. Do advertisements affect your purchases?

(a) Yes (b) No

59
 12. Which flavor you prefer to have Maaza if there is any chance to change the

flavor?

(a) Orange (b) Grape (c) Apple

13. Note the following brands on ‘Likert Scale.’

(a) Rating: (a) Excellent (b) Very Good (c) Good

(d) Average (e) Below Average

Brand Quailty Thickness Mango Packing Pricing

Name/Features Flavor
Maaza
Frooti
Slice
Maa
Others

14. Rate ‘Maaza’ among other brands of mango flavored soft drinks on 1-10 scale

( 10 being Best – 1 being worst) (Circle the number)

1 2 3 4 5 6 7 8 9 10

*Would you like to give any suggestions to the soft drink makers?

______________________________________________________________

_______________________________________________________________

60
61