BRAND AWARENESS

INTRODUCTION
Ratio analysis is the process of determining and interpreting numerical relationship
based on financial statement. It is an assessment of one number in relationship must be
established on the basis of some scientific and logical methods. Thus a ratio is a
mathematical relationship between two items and expressed in quantitative form. When
this definition of ratio is explained with reference to the items shown in financial
statements, then it called “Accounting Ratio's. Hence, an accounting ratio is defined as
quantitative relationship between two or more items of the financial statements.

Ratio analysis is the systematic use of ratio to interpret the financial statements so
that the strengths and weakness of a firm as well as its historical performance and current
financial position can be determined.

Nature of Ratio Analysis:

Ratio analysis is a powerful too of financial analysis. In finished analysis a ratio is

used as a benchmark for evaluating the financial position and performance of a firm. The
absolute accounting figures reported in the financial statements to not provide a meaningful
understanding of the performance and financial positions of a firm. An accounting figure
conveys meaning when it is related to some other relevant information.

There are a number of ratios which can be computed from a single set of financial
statements but only a few can be use in any particulars situations to focus on the financial
positions of a business concern. In fact, for tackling any problem initially one should
determine what ratio would be helpful in throwing light on the, above situation and
compute only such ratio. The calculations of all ratios and trying to find use for the
subsequently could be quite unwarranted.

Utility of Ratio Analysis:

The ratio analysis is the most powerful tool of the financial analysis. Many diverse
groups of people are interested in analysis the financial information’s to indicate their
operating and financial efficiently, and growth of firm.

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Ratio analysis is the process of determining and interpreting numerical relationship

based on financial statement. It is an assessment of one number in relationship must be
established on the basis of some scientific and logical methods. Thus a ratio is a
mathematical relationship between two items and expressed in quantitative form. When
this definition of ratio is explained with reference to the items shown in financial
statements, then it called “Accounting Ratio's. Hence, an accounting ratio is defined as
quantitative relationship between two or more items of the financial statements.

Ratio analysis is the systematic use of ratio to interpret the financial statements so
that the strengths and weakness of a firm as well as its historical performance and current
financial position can be determined.

Nature of Ratio Analysis:

Ratio analysis is a powerful tool of financial analysis. In finished analysis a ratio is

used as a benchmark for evaluating the financial position and performance of a firm. The
absolute accounting figures reported in the financial statements to not provide a meaningful
understanding of the performance and financial positions of a firm. An accounting figure
conveys meaning when it is related to some other relevant information.

There are a number of ratios which can be computed from a single set of financial
statements but only a few can be use in any particulars situations to focus on the financial
positions of a business concern. In fact, for tackling any problem initially one should
determine what ratio would be helpful in throwing light on the, above situation and
compute only such ratio. The calculations of all ratios and trying to find use for the
subsequently could be quite unwarranted.

Utility of Ratio Analysis:

The ratio analysis is the most powerful tool of the financial analysis. Many diverse
groups of people are interested in analysis the financial information’s to indicate their
operating and financial efficiently, and growth of firm.

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Types of Ratios:

Several ratios, calculated from the accounting data, can be grouped into various
classes according to financial activity or function to be evaluated. The parties interested in
financial analysis are short term and long term creditors, owners and management. Short
term creditors’ main interest is in the liquidity position or short term solvency of the firm.
Long term creditors are more interested in the long term solvency and profitability of the
firm. Similarly, owners concentrate on the firm’s profitability and financial condition.
Management is interested in evaluating every aspect of the firm’s performance. They have
to protect the interests of all parties and see that the firm grows profitably. In view of the
requirements of the various users of ratios, we may classify them into the following four
important categories:

 Liquidity ratios
 Leverage ratios
 Activity ratios
 Profitability ratios

Liquidity Ratios:

It is extremely essential for a firm to be able to meet its obligations as they become
due. Liquidity ratios measured the ability of the firm to meet its current obligations. In fact,
analysis of liquidity needs the preparation of cash budgets and funds flow statements,
liquidity ratios by establishing a relationship between cash and other current assets to
current obligations provide a quick measure of liquidity. A firm should ensure that it does
not suffer from lack of liquidity, and also that it does not have excess liquidity, and also that
it does not have excess liquidity. The failure of a company to need its obligations due lack
sufficient liquidity will results in poor credit worthless lack creditors confidence, or even in
legal resulting in the closure of the company a very high degree if liquidity is also bad, idle
assets, earn nothing. The firm’s funds wilt is unnecessarily tied up in current assets. There
for, it is necessary to strike a proper between high liquidity and lack of liquidity.

The most common ratios which indicate the extent liquidity and of it are:

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1) Current ratio
2) Acid test Ratio (or) quick ratio
3) Cash ratio
4) Networking capital ratio
Leverage Ratios:

The short-term creditors, like bankers and supplies of raw material, are more
concerned with the firm’s current debt paying ability. On the other hands long-term
creditors, like debenture holders, financial institutions etc. are more concerned with the
firm’s long term financial strength. In fact, a firm should have a strong short-as well as long-
term financial position. To judge the long term financial position of the firm, financial
average, or capital structure, ratios are calculated. These ratios indicate mix of funds
provided by owners and lenders. As a general rule, there should be an appropriate mix of
debt and owners equity in financing the firm’s assets.

1) Debt Ratio
2) Debt – Equity Ratio
3) Debt to Total assets Ratio
4) Capital employed to Net worth ratio.
Activity Ratios:

Funds of creditors and owners are invested in various assets to generate sales and
profits. The better management of assets, the larger the amount of sales. Activity ratios are
employed to evaluate the efficiency with which the firm manages and utilizes its assets.
These ratios are also called Turnover ratios because they indicate the speed with which
assets are being converted or turned over into sales. Activity ratios, thus, involve a
relationship between sales and assets. A proper balance between sales and assets generally
reflects that assets are managed well. Several activity ratios can be calculated to judge the
effectiveness of asset utilization.

1) Inventory Turnover Ratio

2) Debtors Turnover Ratio
3) Average Collection Period

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4) Net Assets Turnover Ratio

5) Total Assets Turnover Ratio
6) Fixed Assets Turnover Ratio
7) Current Assets Turnover Ratio
The soft drinks till early 1990s were in the hands of domestic players like Parle, Campa,
Thumps-up, Limca, etc. After 1991 Industrial resolution policy, the opening up of economy
for Global players & MNC players re-entered in to Indian Market.

Now Pepsi, Coco-Cola, RC Cola and Kevin Care are the multinational companies capturing
cool drink market from domestic players. Pepsi entered in Indian market in 1991, Coca-Cola
re-entered in1993 and rest of the players entered in 2008 to in Indian market.The growth of
soft drinks in India is very high compared to other countries. The annual growth rate has
been observed as around 10%.So this attracted the attention of world leading market
players a lot. Before the entry of Pepsi in India the market share of Coco- Cola was 80%, but
with the entry of Pepsi its market share has decreased by 10%.

The project assigned to me was a live working capital management project rather than any
pragmatic study. The project covered the different entities like finance, Human Resources as
well as marketing.In marketing I have been into Chittoor and Srikalahasthi places to collect
the data about the IDAS coupons. And to review the distribution of products to the retailers
regarding the billing method and the settlement of the discount coupons by the
distributor.In human resources I have worked on the generation of payrolls in SAP, Taxation,
and training programs on TPM.

In finance the working capital management policies of a firm has a great importance on its
profitability, liquidity and organization health.

INDUSTRY OVER VIEW

GLOBAL SCENARIO

The Coca-Cola Company traces its arising to 1886, when an Atlanta, Georgia Pharmacist, Dr.
John Pemberton, began to produce Coca-Cola syrup for sale in the fountain drink. However,
with the exemption of an independent bottling operation established in 1894 in Viking,

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Mississippi, the history of large scale bottling did not begin until 1899 when two
Chattanooga businessmen, Joseph B. Whitehead and Benjamin F. Thomas, secured the
executive rights to bottle and sell Coca-Cola for most of the United States from the Coca-
Cola company.

The Coca-Cola bottling system continued to operate as an independent local business until
the late 1970’s and early 1980’s when, for an economic and other reasons, bottling
franchise ownership began to consolidate. In 1986, the Coca-Cola Company recognized the
opportunity to significantly advance this consolidation by merging some of this company
owned operations with two large ownership groups that were for sale. These bottling
operations were combined to into Coca-Cola Enterprise Inc. The company offered its stock
in the New York Stock Exchange on November 21 st,1986,in the largest initial public offering
made up to that date.

Coca-Cola was the first commercial sponsor of the Olympic Games. Special aluminium
bottle designed exclusively for the Games Torch

This commercial funding included the 1996

Summer Olympics horded in Atlanta, which
allowed Coca-Cola to draw attention to its hometown. Since 1978, Coca-Cola has funded
each FIFA World Cup, and other contests organized by FIFA. In piece of information, one
FIFA competition prize, the FIFA World Youth Championship from Tunisia in 1977 to
Malaysia in 1997, was called "FIFA — Coca Cola Cup

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Business
Type Public NYSE: KO

Industry Beverage

Founded 1886, USA

Headquarters Atlanta, Georgia , USA

Area served Worldwide

Key People MUTHUR KENT (CHAIR MAN & CEO)

Coca Cola

Carbonated Soft Drinks

Products
Water

Other non-alcoholic beverages

Employees 94000

Website ko.com

Coca-Cola Enterprises is in the business of Marketing, Producing and Distributing liquid non-
alcoholic refreshments to customers in their franchise tern tones. In 1994 they distributed
approximately 1.7 billion equivalent Cases of the product throughout their territories, which
comprise of 38 states and the District of Columbia in the United States. Their territory also
outspread to, many overseas countries.

The Coca-Cola Enterprise and The Coca-Cola Company are in business partnership. The
Coca-Cola Company develops the product, while the Coca-Cola Enterprise combines the
product Concentrates with other ingredients and packages the beverages in bottles, Cans
and fountain containers.

Company Portfolio

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The Coca-Cola Company is the world's largest beverage company, uplifting customers with
more than 500 fresh drinks and still beverage trade names. Coca-Cola, the world's most
expensive brand, our Company's selection features 15 billion dollar brands including Diet
drinks carbonated and non carbonated drinks and many more. Globally, we are the No. 1
provider of spotless beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world's prime beverage allotment system, consumers in more than 200 countries take
pleasure in our beverages at a rate of more than 1.7 billion serving a day.

With an long-term dedication to build sustainable communities, our company is determined

on initiatives that diminish our environmental footstep, support active, healthy living,
generate a safe, comprehensive work environment for our acquaintances, and improve the
economic development of the communities where we manoeuvre. Together with our
bottling collaborators, we rank among the world's top 10 private employers with more than
700,000 organization employees.

As the story goes, a customer in immense pain came in and ordered the syrup and the soda
wrench accidentally mixed it with effervescent water instead of habitual tap water. The
customer loved the new-fangled sip, declaring it: "Luscious and Refreshing!"

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INDUSTRY PROFILE

The soft drink beverage market can be divided into fruit drinks & soft drinks. The soft drink
can be further divided into carbonated and non-carbonated drinks. Mango drinks come under
non–carbonated category and carbonated drinks comprises of different cola, lemon and
orange flavor drinks.

The soft drinks till early 1990s were in the hands of domestic players like Compaq,
Thums-up, Limca, etc. But with the opening up of economy & coming of MNC players Pepsi
& coca-cola the market has come totally under their control. Pepsi entered in Indian market in
1991. Coke re-entered (after they were thrown out in 1977 by the then central govt.) in 1993.

The growth of soft drinks in India is very high compared to other countries. The
annual growth rate has been observed as around 10%. So this attracted the attention of world
leading market players a lot. Before the entry of Pepsi into India the market share of coca-
cola was 80%, but with the entry of Pepsi its market share has decreased by 10%.

Major players in soft drink industry

Coca cola Pvt. Limited

It entered in to Indian market by signing an agreement with Parle exports limited. Its
brands are Coca-Cola, Fanta, Sprite etc. On September 25th the Chainman brothers signed an
agreement with coke selling their best brands like Thums-up, Limca, Maaza and Gold spot.

Pepsi foods private limited

It came into India in 1956 and left country in 1961due to unsuccessful operations. In
the year 1990 it reentered Indian market in collaboration with Punjab Agro Industry
Corporation.

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Other Players

Besides these established manufacturers there are more than 200 units of independent
manufacturers of soft drink industry. They constitute very small market Share around 4% of
the entire soft drink industry.This is in brief about soft drink industry.

While much of the world has changed since 1886 .the world’s largest beverage
company has come a long way since its modest beginnings more than century ago.

The global Bottling system

Today the company products reach consumers and customers around the world
through a vast distribution net work made up of local bottling companies these bottles are
located around the world, and most are in depended business using syrups, concentrates and
beverage bases produced by the coca-cola company, our global bottling system packages and
markets then distribute them to more than 14 million retail out lets worldwide.

Coca-cola bottles as memorable as the design

Back then, soda bottles were all very similar and coca cola had many imitators, which
consumers would be unable to identify until they took a sip. The answer was to create distinct
bottle for coca-cola.

Coca-cola gets the first change of taste in 1886:

In 1985 cola emerged from laboratory research. Through internal evaluations and
thousands of blind taste tests, consumer said preferred it over both coca cola and its primary
competition .as a result; in April 1985 the company proudly introduce the new taste of coke-
the first change in the secret formulae since the product was created in 1880.

Strong growth forecast in soft drinks

The total of-trade volume of soft drinks is forecast to grow by a compounded average
of 11% over the forecast period. Total value growth is expected to track total volume growth
closely because intensifying competition in carbonates, which dominate in both total volume
and value sales, is expected to keep prices per litter under check.

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However, 100% juice is forecast to experience price per litter increases as the pitch on
the health platform is expected to enable manufacturers to keep their products relatively
price-insensitive. With increases expected in tourism, distribution and a changing lifestyle,
bottled water is the one to watch in the forecast period, with an expected CAGR OF 15% in
off-trade volume sales growth. Our local strategy enables us to listen to all the voices around
the world asking for beverages that span the entire spectrum of tastes and occasions.

What people want in a beverage is a reflection of who they are, where they live, low
they work and play, and how they relax and recharge. whether he is a student in the United
States enjoying a refreshing Coca-Cola a woman in Italy taking a tea break, a child in Peru
asking for a juice drink, or a couple in Korea buying bottled water after a run together, coca
cola there for Coca cola.

Coca cola determined not only to make great drinks, but also to contribute to
communities around the world through our commitments to education, health, wellness, and
diversity. We strive to be a good neighbor, consistently shaping our business decisions to
improve the quality of life in the communities in which we do business. It’s a special thing to
have billions of friends around the world, and we never forget it.

Coca-Cola is a cola (a type of carbonated soft drink) sold in stores, restaurants and
vending machines in more than 200 countries. It is produced by The Coca-Cola Company
(NYSE: KO) and is often referred to simply as Coke. Originally intended as a patent
medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was
bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its
dominance of the world soft drink market throughout the 20th century. The company actually
produces concentrate for Coca-Cola, which is then sold to various licensed Coca-Cola
bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the
company, produce finished product in cans and bottles from the concentrate in combination
with filtered water and sweeteners.

The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to
retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the
single largest Coca-Cola bottler in North America, Australia, Asia and Europe. The Coca-
Cola Company also sells concentrate for fountain sales to major restaurants and food service

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distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under
the Coke brand name. The most common of these is Diet Coke, which has become a major
diet cola. However, others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola
Zero, Vanilla Coke and special editions with lemon and with lime, and even with coffee.

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COMPANY PROFILE

The coca-cola company

The Coca-Cola Company traces its beginning to 1886, when an Atlanta,

Georgia Pharmacist, Dr. John Pemberton, began to produce coca-Cola syrup for sale in the
fountain drink. However, with the exemption of an independent bottling operation established
in 1894 in Viking, Mississippi ,the history of large scale bottling did not begin until 1899
when two Chattanooga businessmen, Joseph B. Whitehead and Benjamin F. Thomas, secured
the exclusive rights to bottle and sell Coca-Cola for most of the United States from the Coca-
Cola Company.
The Coca-Cola bottling system continued to operate as an independent local business
until the late 1970s and early 1980s when, for economic and other reasons, bottling franchise
ownership began to consolidate. In 1986, the coca-cola company recognized the opportunity
to significantly advance this consolidation by merging some of this company owned
operations with two large ownership groups that were for sale. These bottling operations were
combined into Coca-Cola Enterprise Inc. The company offered its stock in the New York
Stock Exchange on November 21st, 1986, in the largest initial public offering made up to that
date.

Business:

Coca-Cola Enterprise is in the business of marketing, producing and distributing liquid

non-alcoholic refreshments to customers and the consumers in their franchise tern tones. In
1994 they distributed approximately 1.7 billion equivalent cases of the product throughout
their territories, which comprise of 38 states and the District of Columbia in the United
States. Their territory also extended to, many foreign countries.

The Coca-Cola Enterprise and The Coca-Cola Company are in business partnership. The
Coca-Cola Company develops the product; while as a bottler the Coca-Cola Enterprise
combines the product concentrates with other ingredients and packages the beverages in
bottles, cans and fountain containers.

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Management Philosophy

Corporate area

The major concept of the management philosophy is to remain in the beverage

industry and not diversify into other areas. The management believes in investing in non
capital-intensive areas. In fact, the beverage industry requires little capital, and produces
maximum returns. The returns from the foreign markets are tapped to the most.

Financial area

The corporate objectives are to increase the shareowners value. The management
believes that in increasing the shareholders value it requires consistent growth in financial
results complemented by effective use of the cash flow.

Marketing Area

Here the management is committed to superior market place execution. This is

achieved by decentralized operating structure that places the responsibilities, authority and
the accountability as close to the customer and consumer as possible.

The Brand

The Coca-Cola consistently ranks first in the world’s most valuable brands. The
brand value is about $39 billion. This is the greatest heritage of the company. As far as the
branch management concerned, we find that Coca-Cola ranks itself as the third only after
Microsoft and Louis Vinton.

Coca-Cola India

Coco-cola returned to India after 16 years, in 1993. The brand promotion was in
between 1994-96. The bottling acquisition occurred in between 1997-99. Its quest for
profitability started from 2000 onwards. In India Coke has their concentrate plant at Pune
producing 10 brands. Its company-owned bottling operations are at six operating regions, 29
operating areas with 26 plants, 10 Green fields, and 3000 associates. It enjoys a business of
over Rs.3000 corers in India.

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AP Region

AP has emerged as the single biggest state in terms of overall CSD sales volumes as
well as in terms of manufacturing facilities. Up to 18-20 percent of the company’s sales
volumes are from AP.

Coca-cola now in total consists of five operating locations for CSD brands and
KINLEY packed water-Moula-Ali,Ameenpur,Nellore,Atmakur,tirupathi (Vijayawada) and
Visakhapatnam having a turnover of over 750 corers with 3 plants, 2 Green fields and 1500
associates. The company also has two contract packers for its water business and one contract
packer for SUNFILL.

Thumps-up now has a leading position in CSD market in AP, with a market share of
nearly 50percent. All Coca-colas CSD brands put together now accounted for 75 percent of
the overall CSD market.

Company’s Mission

Coca-Cola exists to create value for their share owners on a long-term basis by
building a business that enhances the Coca-Cola Company’s trademarks.

As the world’s largest beverage company, Coca-Cola refresh that world. Coca-Cola
do this by developing superior soft drinks, both carbonated and non- carbonated, and
profitable non-alcoholic beverage systems that create value for the company, the bottling
partners and to the customers.
In creating value, Coca-Cola succeeds or fail based on the company’s ability to
perform as worthy stewards of several key assets:

1. Coca-Cola, the world’s most powerful trademark, and other highly valuable
TRADEMARKS.
2. The world’s most effective and pervasive DISTRIBUTION SYSTEM.
3. Satisfied CUSTOMERS, who make a good profit selling Coca-Cola products.
4. The people who are working are ultimately responsible for building this enterprise.
5. The abundant RESOURCES, which must be intelligently allocated.
6. The strong global LEADERSHIP in the beverage industry in particular and in the
business world in general.

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Trade Marks of the Company

The company creates demand by continually expanding the relationship that bonds
the trademarks, principally Coca-Cola with the 5 billion people on this planet. Everything the
company does must strengthen that bond, and it will utilize every available resource to
expand the value of Coca-Cola’s trademarks in the hearts and minds of its consumers.

 Coca-Cola will continue to make its trademarks, and especially Coca-Cola, the
most recognized, most powerful commercial symbols in any market where they
are present.
 Coca-Cola will continually strive to enhance every aspect of product and package
quality.
 Coca-Cola will always communicate advertising messages that bond with its
consumers.
Coca-Cola will never hesitate to adjust its product line to keep the Coca-Cola,
trademark strong, pervasive and present, as such adjustment may become necessary due to
changes in the desire and needs of its consumers. In doing this, Coca-Cola will never
compromise the integrity of its core trademark and all for which it stands.

Coca-Cola Worldwide and in India

The Coca-Cola Company 
The Coca-Cola Company (TCCC) is the world’s largest beverage company, refreshing
consumers with more than 500 sparkling and still beverage brands. Globally, TCCC is the
No. 1 provider of sparkling beverages, ready-to-drink coffees, juices and juice drinks. While
we are simply viewed as ‘Coca-Cola’, globally, the Coca-Cola System operates through
multiple local channels; the ‘Coca-Cola System’ is not a single entity from a legal or
managerial perspective.
The Company has the strongest portfolio of brands in the nonalcoholic beverage industry –
now featuring 20 brands that generate more than $1 billion USD in annual retail sales.

About Coca-Cola India

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Coca-Cola India, is one of the country’s leading beverage companies, offering a range of
healthy, safe, high quality, refreshing beverage options to consumers. Over the last 22 years,
ever since its re-entry in 1993, the company has gone on to establish an unmatched portfolio
of beverages; refreshing consumers with its leading beverage brands like Coca-Cola, Coca-
Cola Zero, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices,
Georgia and Georgia Gold range of hot and cold tea and coffee options, Kinley and Bonaqua
packaged drinking water, Kinley Club Soda and BURN energy drink. The Company along
with its bottling partners, through a strong network of over 2.6 million retail outlets, touches
the lives of millions of consumers. Its brands are some of the most preferred and most sold
beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.
The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its re-entry
into India. The company will be investing another USD 5 Billion till the year 2020. 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.

With an enduring commitment to building sustainable communities, our Company is focused

on initiatives that reduce our environmental footprint, support active, healthy living, create a
safe, inclusive work environment for our associates, and contribute to the development of the
communities where we operate. Some its Company’s flagship community development
programs include the “Support My School” program, the “Parivartan” retailer training
program, women empowerment program as a part of the global 5BY20 campaign etc. To
know more about our sustainability initiatives click here.

TCCC re-entered the Indian markets post the economic liberalization of 1991 and established
Coca-Cola India Private Limited (CCIPL) as its wholly-owned subsidiary in 1992. Entities
comprising the Coca-Cola System in India are presented below.

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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 licensed 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.
Mission, vision & values
Vision 2020 creates a long-term destination for our business and provides us a ‘Road
map’ 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

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 To create value and make a difference

Our Vision
Our vision guides every aspect of our business by describing what we need to accomplish in
order to continue achieving sustainable, quality growth.

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

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India Advisory Board (IAB)

The India Advisory Board (IAB) is the foremost advisory body within CCIPL. The IAB is
ably led by its Chairman Mr. Naresh Chandra, who is a former Cabinet Secretary –
Government of India and a former Indian Ambassador to the United States. Mr. Naresh
Chandra has headed several Committees constituted by the Government of India including
one on Corporate Governance and Civil Aviation. He was awarded the country’s second
highest civilian award – ‘Padma Vibhushan’ in 2007. He is an Independent Director on the
Boards of several well -known companies in India.
The IAB guides the management on various operational and environment-related matters to
help formulate short and long term strategies. The IAB meets two - three times a year and
reviews the performance of the Company in India. Other members of the Board include
champions of the Indian Industry like

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 Mr. Deepak Parekh (Chairman HDFC Limited)

 Mr. SK Munjal (MD – Hero Corporate Services Limited)
 General VP Malik (Former Chief of the Indian Army)
 Ustad Amjad Ali Khan (Eminent Musician)
 Ms. Kiran Mazumdar Shaw (CMD Biocon Limited).
Advisory Council on Environment and Sustainability (ACES)
The ACES advices CCIPL and its bottlers on issues pertaining to environment and
sustainability. This body is headed by General V. P Malik (retired), Former Chief of the
Indian Army who has also been a member of the National Security Advisory Board,
Government of India and Honorary Advisor to the Centre for Policy Research. The other
members of the board are listed below and are experts from the fields of water, environment
and pollution control.
 Prof. Subhash Chander (former professor – IIT Delhi),
 Dr. Saleem Romani (former Chairman – Central Ground Water Board)
 Dr. B. Sengupta (retired environmental scientist, Central Pollution Control
Board),
 Mr. Vishwanath Anand (retired IAS)
 Mr. Ravi Narayan(Chair of the Asia Pacific Water Forum)
Health and Wellness Advisory Council (HWAC)
CCIPL is committed to provide its consumers a variety of hydration choices that are safe and
healthy. In this endeavor we are assisted by HWAC, which guides and assists CCIPL to:
 Identify and highlight the evolving nutritional needs of Indian consumers
 Suggest viable health & wellness solutions for beverage applications; and
Support consumer education programs that promote a healthy and active
lifestyle.
The members of the HWAC and the areas of their expertise are as follows:
 Dr. J S Pai – Ex-Prof & Head of Food Technology , UDCT Mumbai
 Dr. PSM Chandran- Sports Medicine expert
 Dr. Vinay Aggarwal - Medical Science expert
 Prof. R H Singh, Professor Emeritus in the Faculty of Ayurveda at BHU,
Varanasi

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BRAND AWARENESS

The HWAC meets once every quarter; the members of the HWAC understand our
business, give inputs on current issues while also giving us an external perspective to such
issues.
Company policy

The Coca-Cola Company exists to benefit and refresh everyone it touches. For them, Quality
is more than just something we taste or see or measure. It shows in their every action. They
relentlessly strive to exceed the world's ever-changing expectations because keeping their
Quality promise in the marketplace is their highest business objective and their enduring
obligation.

More than a billion times every day, consumers choose their brand of refreshment because
Coca-Cola is...

 The Symbol of Quality

 Customer and Consumer Satisfaction
 A Responsible Citizen of the World

Company values

The heart and soul of their enterprise have always been their people. Over the past
century, Coca-Cola people have led their success by living and working with a consistent set
of ideals. While the world and their business will continue to change rapidly, respecting these
ideals will continue to be essential to their long-term success.
Nothing is more important to their success than integrity. This begins with insisting
on absolute quality for every one of their products, and acting with a strong sense of
accountability in everything they do.

Coca-Cola people have always known that building and nurturing their relationships with
other people and the world around them is an essential part of their work. No matter how big
or complex their business becomes, they must always demonstrate complete respect for each
other.

A large part of their relationship with the world around them is their relationship with the
physical world. While they have always sought to be sensitive to the environment, they must

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BRAND AWARENESS

use their significant resources and capabilities to provide active leadership on environmental
issues, particularly those relevant to their businesses.

As they have expanded over the decades, the company has benefited from the various cultural
insights and perspectives of the societies in which they do business.

Much of their future success will depend on their ability to develop a worldwide team that is
rich in its diversity of thinking, perspectives, backgrounds and culture.

Coca-Cola is the world's most inclusive brand and Coca-Cola must also be the world's
most inclusive company.

Quality Commitment

The secret ingredient

People love to speculate about the secret ingredient in Coca-Cola. Some say it could
be ferreted out by simple analytical chemistry. Others are sure they taste a distinctive flavor
base. But most are simply delighted that it makes Coca-Cola, the world’s premier soft drink,
taste so consistently delicious.

What’s their secret? Well, one secret is locked safely away in a secured vault. But
another is just an arm’s length away. It’s the consistent quality of Coca-Cola. Wherever
they do business, the Coca-Cola system adheres not only to local and national laws for food
processing and labeling, but also to their own strict standards for exceptional quality.
Everything they do, from the selection of ingredients to the delivery of their finished
products, reflects their commitment to offering everyone the highest quality products

At The Coca-Cola Company, quality is more than just something they taste, or see, or
measure or manage. Quality shows itself in their every action; it encompasses everything they
do. From processing to packaging to pouring, anything less than 100 percent quality is
unacceptable. Their consumers throughout the world deserve the highest quality beverages
they can produce, Every time.

In every thing coke do from the selection of ingredients to the production of

beverages and their delivery to the marketplace, they use their specialized quality
management system. The Coca-Cola Quality System, to ensure that they are offering

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BRAND AWARENESS

consumers only the highest quality products. They monitor their customers and consumer
feedback and their in trade monitoring programs, and this information enables them to
continuously improve their already demanding systems.The Coca-Cola system adheres not
only to national laws on food processing and labeling, but also to our own strict standards for
exceptional quality

Promotion

Promotion has played an important role in the success of products since first
newspaper ad in 1886, which read “Coca-Cola Delicious! Refreshing! Exhilarating!
Invigorating!” The company uses advertising to trigger desire as often and in as many ways
as possible. Throughout the years, slogans or coca-cola have been memorable. Here are some
highlights:

 2005-Piyo sir utha ke

 2003-Thanda matlab Coca-cola
 2000-Coca-Cola Enjoy
 1993-Always Coca-Cola
 1990-Can’t Beat the Real Thing
 1989-Can’t Beat the Feeling
 1986-Red, White and You
 1982-Coke Is It
 1976-Coke Adds Life
 1971-I’d Like to Buy the World a Coke
 1969-Its’s the Real Thing
 1963-Things Go Better with Coke
 1959-Be Really Refreshed
 1944-Global High Sign
 1942-Its’ the Real Thing
 1936-It’s the Refreshing Thing to Do
 1929- The Pause That Refreshes.

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PRODUCT PROFILE

International brands
Classic

The Coca-Cola classic is the flagship of the company’s carbonated drinks. The product
was made public on May 8th 1886.

Diet Coke Was launched in 1982 to target the market of the light products.

Caffeine free Coca-Cola classic

Were launched 1983 which aim at customers who want to limit their consumption of
caffeine while still drinking coco cola and enjoying its taste.

Cherry Coke

The coca-cola company offers several other carbonated drinks to target different
consumers. Sprite is the number 7 in the US soft drink market launched in 1961. Fanta is the
world third best selling soda and the world’s best selling orange drink with a 31% market
share of the category. The first cherry flavored cola were launched in 1985

Indian brands

For the local market in India coke has in addition the following brands:

Coca-cola

It is the world’s favorite drink, the world’s most valuable bran. Coca-Cola has truly 6
remarkable heritages. From a humble beginning in 1886, it is now the flagship brand of the
largest manufacturer, marketer, and distributor of non- alcoholic beverages in the world.
Thumps up

Thumps up are the leading carbonated soft drink and most rusted brand in India.
Originally introduced in 1977, thumps up were acquired by the Coca-Cola Company in 1993.
Thumps up are known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

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BRAND AWARENESS

Limca

Lime n lemony Limca, the drink of that can cast a tangy refreshing spell on anyone,
anywhere. Born in 1997, limca has been the original thirst choice, of millions of consumers
for over 3 decades.

Fanta

The orange drink of the Coca-Cola Company lies seen as one of the favorite drinks
since 1940’s.Fanta entered the Indian market in the year 1993.

Maaza

Maaza was launched in 1976. Here 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 current6ly dominates the fruit drink.

Sprite

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 one of fastest
growing soft drinks, leading the Clear lime category

The non-carbonated market

Fruitopia A line of fruit flavored drinks launched in 1991.

Minute maid Offers frozen concentrated fruit juice launched in 1988

PowerAde Non-carbonated energetic drink aimed at athletes.

Kinley Packaged drinking water.

Coca-cola advertisements it’s the real thing:

Advertising has played an important role in the success of our products since our first
news paper add in 1886 which read, “coca-cola.” Delicious Refreshing Exhilarating
invigorating “the company uses advertising to trigger desire as often and in as many ways as
possible. Through the years, slogans for coca-cola have always the memorable. Here are
some highlights:

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BRAND AWARENESS

2001- Coca-cola enjoy

2000- Always coca-cola

1990- Can’t beat the real thing

1989- Can’t beat the feeling

1986- Red, white and you

1982- Coke is it!

1976- Coke adds life

1969- Its the real thing

1959- Be really refreshed

1942 is the real thing

Facilitating the winners of thumbs up rural games organized by coca-cola and Nehru
yuva Kendra, Hindustan coca –cola beverages pvt ltd. C.E.O. John ustas said “the effort has
promoted social cohancivensess and bonding and has encouraged people in rural areas show
case their talents.

Distribution net work

1. Manufacture
2. warehouse
3. Retailer
4. Consumer
Distribution network

Marketing
1. Manufacturer to Consumer
2. Manufacturer to retailer to consumer
3. Manufacturer to wholesaler to retailer to consumer
4. Manufacturer to agent to wholesaler to retailer to consumer

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BRAND AWARENESS

5. Manufacturer to wholesaler to consumer

Advertisement

Advertising and marketing departments of HCCBL looks after advertisement and

sales promotional activities for its local and dist markets. The annual budget of HCCBL on
advertising and marketing and sales promotional and Rs. 30 lakhs is specially spend on for
anti coke activities.

1. POINT OF PURCHASE
 Banners
 Racks
 Stickers
 Calendars
 Gifts
2. OUTDOOR ADVERTISEMENT
 Hoarding
 Bus shelters
 Banners
 Truck back
 Posters
3. SPECIAL EVENTS

 Bottle coolers
 Visi collars
 Uniform

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Company strategy of new product “FANTA APPLE FLAVOUR”

Go bite………..Dil khol ke!

The genelia is the new brand ambassador of FANTA APPLE A new variant of coca-
cola India’s brand Fanta. It is launched in India in 1994, Fanta is coca-cola‘s third largest
brand worldwide. In the last 15 years of its existence in Indian market. By launching Fanta
apple, coca-cola has taken a step forward maintaining it’s supremely in the fruit flavour
sparkling drink. It is orange flavour drink.First brand ambassador of Fanta is’ RANI
MUKARJEE’ with the slogan of” FANTA PIYO DIL KHOL KE JIYO” Fanta changed new
packing in 2007 & logo change in 2008.apple is the most preferred fruit of India.

“Ajay Gehlaut “he is the creative head of this product. It is the first launched in
Andhra Pradesh & Tamilanadu in November 2007. Before going for a nationwide launch. It
dominates the only “Appy fizz.” And all that we can say to Fanta “Go bite” the market and
capture it “Dil Khol Ke.”

Product & Ingredient Safety

Pursuing the highest standards in product safety and product quality
 Approach
We work to ensure consistent safety and quality through strong governance and
through compliance with applicable regulations and standards. We stay current with
new regulations, industry best practices and marketplace conditions, and we engage
with standard-setting and industry organizations. Additionally, we manufacture and
distribute our products according to strict policies, requirements and specifications set
forth in an integrated quality management program that continually measures all
operations system wide against the same stringent standards. Our quality management
system also identifies and mitigates risks and drives improvement. At every step of
production and with samples from the marketplace, we stringently test our beverages
in modern laboratories, where we measure quality attributes of ingredients. We
consistently reassess the relevance of our requirements and standards and continually
work to improve and refine them across our entire supply chain

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Health and Safety impacts of all our products are considered right from the stage of
Research & Development. Furthermore, all our bottling locations are compliant with
the requirements of the Food Safety and Standards Authority of India (FSSAI). Our
Quality Systems require all our suppliers to comply with safety, environmental and
quality standards. These may include (as applicable):
 FSSAI Standard
 Global Food Safety Initiative (GFSI) & FSSC 22000 (Food safety standard)
for all suppliers of primary ingredients and packaging material
 ISO 9001 (quality)
 ISO 14001 (environmental management)
 OHSAS 18001
(Occupational Health & Safety) Stringent checks are undertaken to ensure the quality
and safety of all material procured. For some of our key ingredients like sugar, batch-
wise tests are undertaken None of our products contain saturated fats or trans-fats; the
Sodium content in our packaged drinking water brands – Kinley and Bonaqua- is less
than 0.5 milligrams per 100 ml.
In addition to offering great taste, some of our products contain added vitamins
and minerals. Such products are listed below:
 Vitingo concentrate (solid) for waterbased flavored drink with Iron, Vitamin
C, Vitamin A, Vitamin B2, Vitamin B12, Folic acid and Zinc. which has undergone
Product Efficacy Trial to demonstrate that consumption of Vitingo helps reduce iron
deficiency anemia in children
 Kinley Gluco Jal (in Orange & Lemon Flavours) – with Vitamin B3,
Vitamin B6, Vitamin B12, Folic Acid, Zinc Minute Maid Juicy (Mixed Fruit) – with
Vitamin A, Vitamin B3, Vitamin B6, Vitamin B12, Folic Acid, Zinc
CCIPL also forayed into the space of social beverages with the launch of Vitingo in
2011. Vitingo is a low cost, clinically proven, tasty micro-nutrient fortified beverage.
Clinical trials have validated the efficacy of Vitingo in reducing Iron Deficiency, Iron
Deficiency Anaemia and Vitamin-C deficiency. Priced at INR 3/- per sachet of 18
grams, Vitingo aims to address the nutritional challenges of the people (primarily
women and children) at the bottom of the pyramid. As on end-2013, Vitingo was

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BRAND AWARENESS

being distributed in 51 districts across the states of Uttar Pradesh, Rajasthan, Bihar

and Maharashtra Coca-Cola is the most popular and highest-selling soft drink in history, as
well as the best-known product in the world. Coca-cola has a truly remarkable heritage. From
a humble beginning in 1886, it's now the flagship brand of the largest manufacturer, marketer
and distributor of non alcoholic beverages in the world.
World's Third Largest Selling Soft Drink Diet Coke is for those who want plenty of taste but
no calories. Diet coke is also known as Coke light in some countries Launched in 1982 in
America, Diet Coke (also known as Coca-Cola light in some countries) has become the
world's third largest soft drink. Today it is the largest selling soft drink brand in India. Thums
Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine
attitude.
This brand clearly seeks to separate the men from the boys.
Launched in 1982 in America.

Sprite, the country's largest selling soft drink brand in the clear lime segment
Since its inception is 1999, Sprite has not only established itself as a brand which
successfully which successfully boasts it's 'cut-thru' perspective with an authentic, edgy,
irreverent, urban and straight forward style, but has also achieved status of an undisputed
youth 'badge'brand.Today Sprite is the most preferred and fastest growing soft drink in India
and has become the second largest soft drink in 2009, aiming for the No.1 spot
Fanta the 'orange' drink
Over the years Fanta has occupied a strong market place and is identified as the "The Fun
Catalyst". Fanta entered the Indian market in the year 1993. Perceived as a fun youth brand,
Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging one to indulge in the moment.
Limca's freshness is like no other- 'lime n lemoni'
Lime 'n' lemoni Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from
'Nimbu' + 'jaisa' hence Lime Sa, Limca has lived up to its promise of refreshment and has
been the original thirst choice of millions of consumers for over 3 decade. Born in 1971,
Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon
Segment. The success formula is the sharp fizz and lemoni bite combined with the single
minded proposition of the brand as the provider of "Freshess".

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Maaza – the wholesome family fun

Mango. Imagine this delicious fruit, bottled. This is what Maaza is all about. Maaza- the most
loved beverage brand in India. It provides the most authentic experience of rich, juicy
mangoes—anytime, anywhere!
Introduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes.
Universally loved for its taste, color, thickness and wholesome properties, Maaza is the
mango lover's first choice

Refreshingly Orange Surprisingly Pulpy!

Minute Maid – one of the world's largest juice and juice drink brands.
The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. They branded it Minute Maid, a name connoting
the convenience and the ease of preparation (In a minute).

A lemon drink with no added preservative or colour, Minute Maid Nimbu Fresh offers a
refreshing drinking experience as close to homemade Nimbu Paani as possible in a packaged
format. Nostalgia in a bottle, Minute Maid Nimbu Fresh offers 'Ghar Ki Yaadon Ka Ras'
(memories of home-made lemonade) in every sip.

Launched first in South of India in January 2010, Minute Maid Nimbu Fresh, started
refreshing the whole of India by April 2010.

Most successful energy drink brand world over From

the coca-cola company Burn is The Coca-Cola Company's most successful Energy Drink
brand. Successful world over sold in over 80 countries across the world Launched in north
Europe in year 2000 Burn has expanded to over 80 countries over a short 10 year period.

Water you can trust and be truly safe and pure.

Kinley water understands the importance and value of this life giving force. Kinley water
thus promises water that is as pure as it is meant to be.
Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why
we introduced Kinley with reverse –osmosis along with the latest technology to ensure purity
of our product. Because we believe that right to pure, safe drinking water is fundamental

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India's no.1 National Soda brand.

With its unique taste and formula Kinley Soda packs quite a punch Launched in 2002 Kinley
soda today is no.1 national Soda brand.

Premium range of mixers Ever since its launch schweppes is recognized as a mixer that
knows its drink the best.It is available in select towns and channels. Schweppes was launched
in India in 1999 after the international take over of the brand from cadbury schweppes.
Quality Coffee & Tea from the Coca–Cola Company Come and explore our world.
From Freshly Ground "Bean-to-cup" Coffee, Quality Tea, Refreshingly chilled Iced Teas
andCold Coffee Introduced in 2004, the GEORGIA Gold range of Tea
and Coffee beverage is the perfect solution for your office and restaurant needs!
Hot Beverages: Espresso, Americano, Cappucino, Caffe Latte, Mochaccino, Hot Chocolate,
Cardamom Tea.
Brand Awareness Brand awareness means the ability of a consumer can recognize and
recall a brand in different situations (Aaker, 1996). Brand awareness consists of brand recall
and brand recognition. Brand recall means when consumers see a product category, they can
recall a brand name exactly, and brand recognition means consumers has ability to identify a

The Journal of International Management Studies, 4 Volume, Number 1, February,

2009136 brand when there is a brand cue. That is, consumers can tell a brand correctly if
they ever saw or heard it. Moreover, Hoeffler & Keller (2002) indicate that brand awareness
can be distinguished from depth and width. Depth means how to make consumers to recall or
identify brand easily, and width expresses infers when consumers purchase a product, a brand
name will come to their minds at once.

If a product owns brand depth and brand width at the same time, consumers will think of
a specific brand when they want to buy a product. That is, the product has higher brand
awareness. Moreover, brand name is the most important element in brand awareness (Davis,
Golicic & Marquardt, 2008).

As a consequence, brand awareness will affect purchase decision through brand

association, and when a product owns a positive brand image, it will help in marketing
activities (Keller ﹐1993). A brand name offers a symbol that can assist consumers to identify
service providers and to predict service results (Herbig & Milewicz, 1993; Janiszewski &
Van Osselaer, 2000; Turley & Moore, 1995).

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BRAND AWARENESS

Brand awareness plays an important role on purchase intention because consumers tend to
buy a familiar and well known product (Keller, 1993; Macdonald & Sharp,2000). Brand
awareness can help consumers to recognize a brand from a product category and make
purchase decision (Percy & Rossiter, 1992). Brand awareness has a great influence on
selections and can be a prior consideration base in a product category (Hoyer & Brown,
1990).

Brand awareness also acts as a critical factor in the consumer purchase intention, and certain
brands will accumulate in consumers’ mind to influence consumer purchase decision. A
product with a high level of brand awareness will receive higher consumer preferences
because it has higher market share and quality evaluation (Dodds et al., 1991; Grewal et al.,
1998).

Perceived Quality Perceived quality is a result of consumers’ subjective judgment on a

product (Zeithaml, 1988; Dodds et al., 1991; Aaker, 1991). Bhuian (1997) also consider
perceived quality is a judgment on the consistency of product specification or an evaluation
on added value of a product.

Garvin (1983) proposes that perceived quality is defined on the basis of users’
recognition while objective quality is defined on the basis of product or manufacturing
orientation. The differences between objective quality and perceived quality lie in that
objective quality has a pre-design standard to a product, and perceived quality is influenced
by internal and external product attributes which is an evaluation basis for consumers
(Olshavsky, 1985; Zeithaml, 1988). Kan (2002) points out that objective quality is that
consumers will use their experience and knowledge to evaluate overall product benefit,
function, durability, technology and reliability when consumers purchase a product.

Perceived quality is a consumer judgment on the accumulative product benefits and a

subjective feeling on product quality (Zeithaml, 1988; Dodds et al., 1991). Aaker (1991)
argues that perceived quality can show the salient differentiation of a product or a service and
becomes a selective brand in consumers’ mind.

The reason why perceived quality is different to real quality is because (a) a
previous bad image of a product will influence consumers’ judgment on product quality in
the future. Moreover, even the product quality has been changed, consumers will not trust

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that product because of their unpleasant experience in previous (Aaker, 1996), (b)
manufacturers and consumers have different views on the judgment of the quality dimensions
(Morgan, 1985; Aaker, 1996), (c) consumers seldom hold enough information to evaluate a
product objectively.Though consumers have enough information, they may be insufficient in
time and motivation to do a further judgment, and in the end they can only select little
important information and make an evaluation on quality (Aaker, 1996; Wan, 2006).

In addition, perceived quality is a relative concept which possesses situational,

comparative, and individual attributes. Perceived quality will be affected by factors such as
previous experience, education level, and perceived risk and situational variables such as
purchase purpose, purchase situation, time pressure, and social background from consumers
(Holbrook & Corfman, 1985).

In sum, perceived quality is a consumer subjective judgment on product quality, and he or

she will evaluate product quality from their previous experiences and feelings.

Brand Loyalty Aaker (1996) assumes that a loyal consumer base represents a barrier to
entry, a basis for a price premium, time to respond to competitors, and a bulwark against
deleterious price completion, and brand loyalty is a core dimension of brand equity. In
addition, brand loyalty is the final destination of brand management, and if a company wants
to test the weakness or strength of its customers’ loyalty, it can easily check whether
consumers still favor its product in contrast to

The Journal of International Management Studies, Volume 4, Number 1, February, 2009

137 competitors. Brand loyalty is consumer attitudes on a brand preference from previous use
and shopping experience of a product (Deighton, Henderson, & Neslin, 1994; Aaker, 1991),
and it can be measured from repurchase rate on a same brand.

Assael (1998) defines that brand loyalty is that consumers satisfy their past
experience in use of the same brand and incur repurchase behavior. Brand loyalty means
brand preferences that consumers will not consider other brands when they buy a product
(Baldinger & Rubinson, 1996; Cavero & Cebollada, 1997).

Brand loyalty represents a repurchase commitment in the future purchase that promise
consumers will not change their brand loyalty in different situations and still buy their
favorable brands (Oliver, 1999). Brand loyalty includes behavior factors and attitude factors.

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Behavior loyalty represents repurchase behavior, and loyalty attitude means

psychological commitment to a brand (Aaker, 1991; Assael, 1998; Oliver,1999; Prus &
Brandt, 1995; Farr & Hollis, 1997).

Thus, purchase frequency is not equal to loyalty. For instance, consumers to

repurchase a product do not mean they like it but due to a convenient factor or a variety
seeking behavior to purchase a certain specific product occasionally (Tseng, Liao, & Jan,
2004).

A true brand loyalty can be called when consumers are both inclined to these two
factors, otherwise, it can only be called a spurious brand loyalty if only attitude or behavior
factors are found (Baldinger & Rubinson, 1996). Loyalty can also be separated from short
term loyalty and long term loyalty. Short term loyalty is not a real brand loyalty because a
long term customer will not buy other brands even if there is a better choice (Jones & Sasser,
1995).

In addition, Bloemer and Kasper (1995) argue that a real brand loyalty should include brand
preferences and repurchase behaviors that present in a long term commitment, brand
commitment and psychological processing (decision making and evaluation) function while
Fornell (1992) proposes that brand loyalty can be measured from customer repurchase
intention and price tolerance.

Consumers with a strong commitment to a particular brand will constantly search for
any marketing activity related to the brand (Brown, 1952; Barwise & Ehrenberg, 1987;
Chaudhuri, 1995; Baldinger & Rubinson, 1996; Bandyopadhyay, Gupta, & Dube, 2005).
Furthermore, brand loyalty can be measured in two dimensions: affective loyalty and action
loyalty. Affective loyalty is a specific brand preference from accumulative satisfaction to
previous using experiences.

However, affective loyalty just represents that a repurchase intention. It does not mean that
consumers will take purchase action. It is very hard to say that consumers hold brand loyalty
(Jacoby & Chestnut, 1978; Oliver, 1999; Kan, 2002).

Action loyalty indicates that consumers not only have preferences to a specific brand
but also perform purchase action repetitively, and become an action inertia (Jacoby &
Chestnut, 1978; Oliver, 1999; Kan, 2002, Lin, 2005 ). Purchase Intention Engel, Blackwell
and Miniard (1995) present the most recognized model of consumer purchase decision-

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making. This model divides the consumer purchase decision process into five stages: (1)
problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision,
and (5) post-purchase behavior.

Also, Mowen and Minor (2001) maintain that consumer decision making are a
series of processing results from perceiving problems, searching for solutions, evaluating
alternatives, and making decisions. Engel, et al. (1995) further contend that purchase
intention can be divided into unplanned buying, partially planned buying and fully planned
buying.

Unplanned buying means that consumers make all decisions to buy a product category
and a brand in a store. It can be regarded as an impulse buying behavior. Partially planned
buying means that consumers only decide a product category and the specification before
buying a product, and brands and types will decide in the shop later.

Fully planned buying means that consumers decide which product and brand to buy
before entering the shop. Kotler (2003) proposes that individual attitudes and unpredictable
situations will influence purchase intention. Individual attitudes include personal preferences
to others and obedience to others’ expectation and unpredictable situations signify that
consumers change purchase intention because a situation is appearing, for example, when the
price is higher that expected price (Dodds et al., 1991).

Consumer purchase intention is considered as a subjective inclination toward a product

and can be an important index to predict consumer behavior (Fishbein & Ajzen, 1975).
Zeithaml (1988) uses possible to buy, intended to buy and considered to buy as measurement
items to measure purchase intention.

The Journal of International Management Studies, Volume 4, Number 1, February,

2009138 Brand Awareness, Perceived Quality, Brand Loyalty and Purchase Intention
Grewal, Krishnan, Baker and Borin (1998) conclude that brand awareness and perceived
quality have a positive and significant relationship in a bicycle brand study. Many researches
also maintain that the higher the brand awareness is, the higher perceived quality is (Monore,
1990; Dodds and Grewal, 1991; Wall, Liefeld, & Heslop, 1991; Lo, 2002; Lin, 2006 ). Kan
(2002) further suggest that the higher the brand awareness is, the higher the consumers’
quality evaluation is.

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Besides, Aaker and Keller (1990) mentioned that a brand with high awareness and
good image can promote brand loyalty to consumers, and the higher the brand awareness is,
the higher brand trust and purchase intention are to consumers. Peng (2006) indicates that
brand awareness has the greatest total effects on brand loyalty.

When businesses develop a new products or a new market, they should promote their
brand awareness in order to receive the best result because brand awareness is positively
related to brand loyalty (Aaker & Keller, 1990; Peng, 2006; Wu, 2002; Chou, 2005). Chang
and Wildt (1994) submit that value can facilitate loyalty.

Parasuraman and Grewal (2000) propose that the more positive customer
transaction perceptions are, the stronger customer loyalty is. Sirdeshmukh, Sigh and Sabol
(2002) also deem that value will bring a positive influence toward customers. Wu (2007)
identifies that the perception of consumers will increase or reduce brand loyalty. Judith and
Richard (2002) further indicate that perceived quality and brand loyalty have a highly
connection, they will positively influence purchase intention. Chi, Yeh and Chiou (2009) a
new view and evidence to the study of brand loyalty that customer perceived quality will
influence brand trust and brand affect, and further to influence brand attitude and purchase
behavior.

Thus, perceived quality and brand loyalty are positively correlated, and brand loyalty will
increase if perceived quality increases. Consumers will have a higher purchase intention with
a familiar brand (Kamins & Marks, 1991).

Likewise, if a product has higher brand awareness it will have a higher market share and
a better quality evaluation (Dodds, et al., 1991; Grewal, et al., 1998). A well known brand
will have a higher purchase intention than a less well known brand (Hsu, 2000). Garretson
and Clow (1999) suggest that perceived quality will influence consumer purchase intention,
and Monore (1990) indicates that perceived quality will positively influence purchase
intention through perceived value. Ho (2007) also asserts that the higher the perceived quality
and perceived value of the private brand foods, the higher buying intention to consumers.

In addition, Chang (2006) and Wu (2006) conclude that perceived quality and purchase
intention are positively related. Brand loyalty is a repurchase commitment that promises
consumers will repurchase their favorable brands in the future, and they will not change their
loyalty under any circumstance (Oliver, 1999). Aaker (1991), Assael (1998), and Wang and

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BRAND AWARENESS

Kan (2002) also mention that consumers must have positive feelings to a brand, and then they
will produce purchase intention.

NEED FOR THE STUDY

 The study is conducted to know the brand preference regarding Hindustan Coca-Cola
Beverage Industry from the different Soft drink customers

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BRAND AWARENESS

 The study totally revolves around the opinions and feedback from the consumers.

 The study is Awareness today emerged as a tool for on individual to explor and
gather information’s to enable and to set goals and to take actions
 The need for awareness now a days for an individual is protects from uncertainties
and makes the individual confident enough.

SCOPE OF THE STUDY

 The main concern of my study is to have knowledge and an idea about the Marketing
strategies of Coca Cola and suggest measure for improving promotional activities.

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BRAND AWARENESS

 The training gave me a chance to have practical experience and theoretical

knowledge which I am getting in MBA

 This study attempts to present the awareness levels of consumers about

the coca-cola beverages

OBJECTIVES OF THE STUDY

 To understand the concept of brand awareness of Coca-Cola company.

 To find out the factors which influence the Brand Preference of Coca-Cola Beverages

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BRAND AWARENESS

 To know the strength and weakness of coca-cola compared to others

 To analyze findings and give valuables suggestions

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BRAND AWARENESS

RESEARCH METHODOLOGY

SAMPLE SIZE
Sample size taken as 100

percentage method =

SAMPLE METHOD
Simple Random Sampling

SAMPLE AREA
Sample area in Nellore

RESEARCH INSTRUMENT
Structured questionnaire

RESEARCH DESIGN
Descriptive research Process

ANALYSIS TECHNIQUE
Percentage method
Data Collection

Data refers to information or facts. Often researches understand by data as only

numerical figure. It also includes descriptive facts, on numerical information, qualitative and
quantitative information. Collection of data is an important stage in research. In fact that
qualities of the dta collected determine the quantity of the research.
Collection of data is done by 2 methods.

 Primary data Collection

 Secondary data Collection.

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1. Primary Data Collection Primary data is also known as the data collected for the
first time through the field survey. Such data are collected with specific set of objectives to
assess the current of any variable studied.

 Interviews
 Questionnaires
 Informal talk
 The brand awareness of coca cola in the neibhouring district of Nellore has to be
proved by collection of data in original from a sample of 100 numbers in Nellore
town

2. Secondary Data Collection

The secondary data, which is needed for my study was collected from the various
record reports, publications and companies database.

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LIMITATIONS OF THE STUDY

 Some of the respondents refused to fill the questionnaires.

 The people were busy in their own work so they might not have given actual
responses.

 The responses may vary as some people did not want to come up with real answers.

 The survey is conducted only in few areas.

 Small sample size.

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REVIEW OF LITERATURE

Brand Awareness is the extent to which a brand is recognized by potential customers,

and is correctly associated with a particular product. Expressed usually as a percent of target
market, brand awareness is the primary goal of advertising in the early months or years of
a product's introduction.
                      Brand awareness is the extent to which the consumer associates the
brand with the product he desires to buy. It is the brand recall and the brand recognition of
the company to the consumers. Brand recall is the ability of the consumer to recollect the
brand with reference to the product where as brand recognition is the potential of the
consumer to retrieve the past knowledge of the brand when enquired about the brand or
shown an image of the brand logo. Brand awareness is an essential part of brand
development which helps the brand to stand oyt from the others in this monopolistically
competitive market importance.
"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called
the Hierarchy of Effects, an assumption that customers progress through sequential stages
from lack of awareness, through initial purchase of a product, to brand loyalty." In total, these
AAU metrics allow companies to track trends in customer knowledge and attitudes.
Brand awareness plays a major role in a consumer’s buying decision process. The
knowledge of an acquaintance or friend having used the product in the past or a high
recognition of the product through constant advertisements and association coaxes the person
to make his decision in the favour of the brand.

Meaning of the customer Brand Awerness

Customer:

Individual or business that purchesess the goods or sservicess produced by a

business.the customer is the end goal of business,since it is the customer who pays for supply
and creats demand.business will often compete through advertisements or sales in order to
attract a large customer base

Brand:

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BRAND AWARENESS

Brand is a name,term,design,symbol or any other features that identify one seller’s

goods or service as distinct from other seller.

An identify features that distinguishes one product from another more specifically,and
name.term,symbol,signor design or a unifying combinations of these

Brand name:

The part of a brand that can be verbaliged including letter,words and number.

A legal designation,registered with the u.s.patent and trade mark office,that gives the owner
exclusive use of a brand name,brand mark or part of brand and prohibits other from using it

Branding:

Branding helps consumers identify and evaluate products can provide a pcychological
reward by symbol status or quality.

Resons for branding:

Branding helps consumer to identify specific product they like or dislike so that they can
purchase the product that satisfy their needs.branding also helps cost evaluate t he quality of
products,especially when they cannot judge the product charecteristics.

Brand awareness

The marketing communicator’s target market may be totally unaware of the

product,know only its name,or know one or a few things about it.the communicator must
first build awerness and knowledge.for example,when nissanintroduced its infiniti automobile
line,it began with an extensive ‘teaser’ advertising campaign to create name familiarity.initial
ads for the infinity created curiosity and awerness by showing the car’s name but not car.later
ads created knowledge by informing potential buyers of the car’s high quality and its many
innovative features.

Assuming target consumers know the product,how do they feel about it?once the
potential buyers knew about the infinity,Nissan marketers wanted to move them through
succesively stronger stages of feelings towards the car.

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BRAND AWARENESS

And also the awerness is the first step to the communication objectives.so.awerness having
the most preference in the communications process.without awerness there is no
communications.

With the awerness of the different brands only, customer can make correct decision
about their needs.because,different people having the different needs.so,with the awereness of
the different brands can make the correct solution for the customers.

Need And Importance Of Customer Brand Awareness

No matter the size of your company, you should market your products and services
with every tool in your arsenal. Brand awareness is one of the most important of those tools;
it has been proven effective in getting customers to recognize and remember your brand.
If you’ve recently opened a business and are searching for a way to market it, consider using
your brand by creating a tagline or logo. Read on to learn more about brand awareness and
why it’s important.

Brand Awareness Explained

Simply put, brand awareness is the process of building your brand and using it to let
customers know about your business. By creating a memorable brand through marketing and
ad strategies, more people will know who you are—and see increased sales and even repeat
business. The primary parts of becoming brand-aware are the creation of your business name,
logo and taglines also need to form your image, identify your target market, advertise with
your new brand on things like printed carrier bags and encourage good management of
customer relations.

Why it’s Important

Brand awareness is essential not only because it brings customers to business for the
first time, it encourages them to keep coming back. People like to buy from names they trust
and that they can identify with; when your logo and tagline are easy for them to remember,
brand comes to symbolize company and it’s the first thing to come to the consumer’s mind
when they’re ready to buy.

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BRAND AWARENESS

How to Build It

There are a few strategies in play when you build brand awareness for business. logo
is the first impression your customers get of company, but should also strive to maintain that
perception so business remains in the customer’s thoughts. Here are some aspects of brand
awareness building:

Images
company’s brand images are essential in the awareness-building process and the overall
success of business. Images don’t just include logos, but anything on a letterhead, business
card, website, packaging and other advertising supplies. images should positively represent
business, and they should fit target market and the niche in.
Taglines
Equally important in the creation of brand awareness is a good slogan. It should stay
consistent in all your advertising and marketing materials, but it should also be relevant,
concise and catchy.
Logos
Building a recognizable brand means creating a memorable logo. It should represent
company positively and send a message to consumers, and it should be easy for customers to
make a connection between it and the products you’re offering.
Message
When you start a business and build a brand, sending a message to potential
customers. That message should be a good fit for your business and your intentions; blend
your message with brand by incorporating your mission statement into ad campaigns.
Brand awareness isn’t just about creating an image for your company—it’s also about seeing
it through from start to finish and using various marketing techniques in your advertising.
Building a recognizable brand improves sales, increases your customer base and keeps those
customers coming back again and again.

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Channels of Brand Awareness

There are many ways to generate brand awareness in the consumers. Listed below are four
such channels

Advertising is the activity or profession of producing information for promoting the sale of
commercial products or services.] Advertising is used through various media to generate
brand awareness within consumers. They can be aired as radio ads, television
commercials, internet etc.

Guerrilla Marketing creative campaigns allow every small firm to compete with bigger
firms by carving out narrow but profitable niches. Nowadays, big firms also use guerrilla
marketing to catch consumers’ attention at low cost. These tactics include (1) extreme
specialization, (2) aiming every effort at favourably impressing the customers, (3) providing
service that goes beyond the customers' expectations, (4) fast response time, (5) quick
turnaround of jobs, and (6) working hours that match the customer's requirements. The term
'Guerrilla Marketing' is a registered trademark of author Jay Levinson who popularized it
through his several 'Guerrilla' books. It is an out of the ordinary way of marketing a product.
Low-cost channels can be utilised to generate a high level of interest in the product and create
brand awareness. Utilisation of personal contacts is the most popular way of guerrilla
marketing. Product Placement is an advertising technique used by companies to subtly
promote their products through a non-traditional advertising technique, usually through
appearances in film, television, or other media. A formal agreement between the product
manufacturer and a media company can be generated through which the media company also
receives an economic benefit, usually in the form of a fee. The media company in return will
showcase the product through any of the various means they have available to make the
brand stand out. Some people, however, consider product placement to be deceptive and
unethical.

For example, Coca-Cola could pay a given fee to have the title character drinking a Coke,
instead of a Pepsi beverage, or Toyota might pay to have one of the characters drive their
newest automobile. Through product placement, companies hope that moviegoers will take
note of the products used by the characters, and therefore think more strongly about using the
products themselves. Social Media is the most contemporary and cost-effective way of

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BRAND AWARENESS

creating a brand awareness with an online audience. Many companies use social media like
Facebook, YouTube, blogs etc.

Challenges:

Maintaining Brand Awareness is a very important aspect in marketing a company. It is

imperative and very helpful to analyze the response your audience has towards the change in
packaging, advertising, products and messages sent across through various means. Working
towards creating an image in the minds of the consumers is not the last thing a company
should aim to do. Inviting consumer feedback and maintaining a constant presence in the
market is equally essential. Availability of the product to the consumer is one such way of
doing this. The consumer should not have to come looking for you when he is in need of
making a second purchase of the product, dealerships and outlets at convenient places should
make the consumer think of the brand as the most convenient and best solution to their needs
of fulfillments.

While brand awareness scores tend to be quite stable at aggregate level, individual consumers
show considerable propensity to change their responses to aided recall based brand awareness
measures. For unaided recall based brand awareness measures, consumers’ brand awareness
remain relatively stable. For top of mind recall measures, consumers give the same answer in
two interviews typically only 50percent the time. ] Similar low levels of consistency in
response have been recorded for other cues to elicit brand name responses

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DATA ANALYSIS AND INTERPRETAION

Percentage Method

percent method is used in making comparison between two or more series of data. This
method is used to derive relationship.

percentage Method =

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BRAND AWARENESS

Table:4.1 Brand awareness of coca cola in different category people

Category No. of Respondents percent

Employees 50 50

Students 28 28

Others 22 22

Total 100 100

GRAPH NO:4.1

60

50 INTERPRETATION:
40
From the above graph,
30
50 Percentage 50% are Employees, 28%
20 are students & 22% are
28
10 22 others.

0 It is observed that the

Employees Students Others
brand awareness of coca
cola is have no
relationship with
occupation of despondence.

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BRAND AWARENESS

Table:4.2 Age Group of Respondents

Category No. of Respondents Percent

10 to 30 years 52 52

31 to 40 years 24 24

41 to 50 years 18 18

Above 50 years 6 6

Total 100 100

GRAPH NO:4.2

60
52
50

40

30
24 Percentage

20 18

10 6

0
10 to 30 years 31 to 40 years 41 to 50 years Above 50 years

INTERPRETATION: From the above graph 4.2 ,around 52% respondents are about 10-30
years,24% respondents are about 31-40 years,18% respondents are about 41-50 years,6%
respondents are above 50 years Maximum numbers of people surveyed are 15-30 years

Table:4.3 Gender of Respondent

Category No. of Respondents percent

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BRAND AWARENESS

Male 50 50

Female 50 50

Total 100 100

GRAPH NO:4.3

60

50

40

30
Percentage
50 50
20

10

0
1 2

INTERPRETATION: From the above graph 4,3 Out of 100 Consumers, 50% are male
and 50% are Female

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Table:4.4 Respondents Preference Towards brands of coca-cola

Brands No. of Respondents Percent

Coke 21 21

ThumsUp 27 27

Sprite 14 14

Limca 16 16

Maaza 12 12

Fanta 10 10

Total 100 100

30 Graph No 4.4
25
20
15 27
10 21
14 16 Percentage
5 12 10
0

INTERPRETATION:

From the above graph 4,4. 27 % respondents prefer ThumsUp, 21% prefer Coke,
16%Limca, 14 % of them prefer Sprite, 12% Maaza & 10% Fanta.

Table: 4.5 The media that will attract your attention to Coco-Cola

Media No. of Percent

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BRAND AWARENESS

Respondents

Online Advertising 7 7

Television 30 30

Posters & Bill Boards 55 55

News Papers 8 8

Total 100 100

Graph no:4.5

60

50

40

30
55
Percentage
20
30
10
7 8
0
Online Television Posters & Bill News Papers
Advertising Boards

INTERPRETATION:

From the above graph 4.5 ,55% of the consumers are attracted by posters & bill
boards, 30% are television, 8% are News Papers and 7% are Online Advertising.

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Table: 4.6 Recognize this brand when I have a need of drinks

Scale Frequency Percent

Strongly Disagree 0 0

Disagree 3 3

Neutral 12 12

Agree 34 34

Strongly agree 51 51

Total 100 100

Graph No. 4.6

60

50

40

30
51 Percentage
20
34
10
12
0 3
0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

INTERPRETATION: From the above graph 4.6,around 51% are strongly agree, 34%
agree, 12% neutral, 3% agree Out of 100 Consumers, 51% are strongly agreed to the above
scale. It is observed that a mejotity of the soft drinkers have brand preference towards coca
cola.

Table: 4.7 They have a clear understanding of this brand

Scale Frequency percent

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BRAND AWARENESS

Strongly Disagree 13 13

Disagree 12 12

Neutral 21 21

Agree 10 10

Strongly agree 54 54

Total 100 100

Graph No. 4.7

60
54 54

50

40

30 Frequency
percent
21 21
20
13 13 12 12
10 10
10

0
Strongly Disagree Disagree Neutral Agree Strongly agree

INTERPRETATION: From the above graph 4.7,are 54% of consumers is strongly

agree,21% neutral ,13% strongly disagree,12% disagree,10% agree, Most of the Consumers
don’t have clear idea on Coca-Cola Brands

Table: 4.8 This is the leading brand in the market

Scale Frequency percent

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Strongly Disagree 0 0

Disagree 5 5

Neutral 7 7

Agree 40 40

Strongly agree 48 48

Total 100 100

Graph No. 4.8

60

50

40

30
48 Percentage
20 40

10

0 5 7
0
Strongly Disagree Neutral Agree Strongly
Disagree Agree

INTERPRETATION: From the above graph 4.8 are 0percent strongly disagree,48%
strongly agree,40% agree,7 % neutral,5 % disagree, Almost 90% of the consumers accept
that, Coca-Cola is the leading brand in the market comparing to remaining soft drinks.

Table: 4.9 They will buy coco cola even with no advertisement

Scale Frequency Percent

Strongly Disagree 2 2

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BRAND AWARENESS

Disagree 5 5

Neutral 10 10

Agree 32 32

Strongly agree 58 58

Graph No. 4.9

70

60

50

40

30 58 Percentage

20
32
10
10
2 5
0
Strongly Disagree Neutral Agree Strongly
Disagree agree

INTERPRETATION: From the above graph 4.9 are 58% strongly agree, 32% agree, 10%
neutral, 5 % disagree, 58% strongly agree, Out of 100 consumers, 87% of the Consumers
buy Coca-cola Even no advertisement

Table:4.10 can you identify coca-cola products

Product of coca-cola % of respondent awareness

Coca-cola 24%
Thums Up 15%
Fanta 6%
Limca 5%
Sprite 8%

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Maaza 13%
Kinley Soda 11%
Min Made Nimbu 2%
Kinley Water 11%
Min Made Pulpy 3%
Burn Eng. 2%
Graph 4.10

% of respondent awareness
30% 24%
25%
20% 15%
15% 13% 11% 11%
10% 6% 5% 8%
5% 2% 3% 2% % of respondent awareness
0%
la p ta ca te za a u er y g.
-co s U Fan Lim pri aa Sod imb at Pulp En
ca um S M ey N W e rn
Co Th inl ade nley ad Bu
K M Ki in M
in M
M

INTERPRETATION: There is 11 product brand of coca cola company,respondent are

aware with the 3 most out of this 11 product coca cola with 24%,thums up with 15% and
maaza with 13% of the total.so the brand of coca cola, thums up and maaza are more aware
with rest of the brand.

Table 4.11 can a Design of a Bottle or tin attract you to Buy

Type of reply Frequency No of respondent

Yes 56 59%

No 39 41%

Graph 4.11

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BRAND AWARENESS

0.7

0.6 59%

0.5
41%
0.4

0.3

0.2

0.1

0%
0
types of replay yes no

INTERPRETATION:

59% Respondent think that design of a bottle or tin them toward the buying decision or 56
respondent out of 95 think that design of a bottle or tin attract them toward the buying
decision.

Table 4.12 What you consider when buy a cold drinks

Types Frequency No of respondent

Price of product 5 5%
Brand of taste 41 43%
Both 49 52%

Graph 4.12

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BRAND AWARENESS

No of respondent
5%

Price of product
Brand of taste
Both
52% 43%

INTERPRETATION:

Brand taste & price of beverages product is most important for the consumer by 52 % of the
total & brand & taste of the beverages product is important by 43% of the total.

FINDINGS

1. 50% are Employees, 28% are students & 22% are others.It is observed that the brand
awareness of coca cola in different category people .

2. 52% respondents are about 10-30 years,24% respondents are about 31-40 years,18%
respondents are about 41-50 years,6% respondents are above 50 years Maximum numbers of
people surveyed are 15-30 years

3. Out of 100 Consumers, 50% are male and 50% are Female

4. 27 % respondents prefer ThumsUp, 21% prefer Coke, 16%Limca, 14 % of them prefer

Sprite, 12% Maaza & 10% Fanta.

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BRAND AWARENESS

5. 55% of the consumers are attracted by posters & bill boards, 30% are television, 8% are
News Papers and 7% are Online Advertising.

6. 51% are strongly agree, 34% agree, 12% neutral, 3% agree Out of 100 Consumers, 51%
are strongly agreed to the above scale. It is observed that a mejotity of the soft drinkers have
brand preference towards coca cola.

7. 54% of consumers is strongly agree,21% neutral ,13% strongly disagree,12% disagree,10%

agree, They have a clear understanding of this brand

8. 0percent strongly disagree,48% strongly agree,40% agree,7 % neutral,5 % disagree,

Almost 90% of the consumers accept that, Coca-Cola is the leading brand in the market
comparing to remaining soft drinks.

9. 58% strongly agree, 32% agree, 10% neutral, 5 % disagree, 58% strongly agree, Out of
100 consumers, 87% of the Consumers buy Coca-cola Even no advertisement

10. There is 11 product brand of coca cola company,respondent are aware with the 3 most out
of this 11 product coca cola with 24%,thums up with 15% and maaza with 13% of the total.so
the brand of coca cola, thums up and maaza are more aware with rest of the brand.

11. There is 11 product brand of coca cola company,respondent are aware with the 3 most out
of this 11 product coca cola with 24%,thums up with 15% and maaza with 13% of the total.so
the brand of coca cola, thums up and maaza are more aware with rest of the brand.

12. Brand taste & price of beverages product is most important for the consumer by 52 % of
the total & brand & taste of the beverages product is important by 43% of the total

SUGGESTIONS

 According to the study, at the outset, it has been observed that the brand awareness of
Coca-Cola among the customers is very satisfactory. However, there are few
suggestions made by the customer when interacted while the study was conducted.
 The respondents stated that the advertisement has to be important so it has to be
further improved.
 For their advertisement they can also introduce a brand ambassador, because most of
the consumers remember advertisement because of their brand ambassador.
 A strong watch should be kept on retailers also, because in some cases they are found
to be cheating the Customers and affecting the goodwill of the BRAND.

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CONCLUSION

The awareness levels of the Coca-Cola Brands are Low among the customers. They
think that thumps, sprite, limca, coke etc are all from different soft drink companies. So,
company to create awareness on coca cola brands to the consumers.

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QUESTIONARIE

1.What is your occupations?

a.employee b.student c.others

2.Which age group do you belong to?

a.10-30 years b.31-40 years c.41-50 years d.50 and above

3.What is your Gender?

a. male b. female

4. Which brand will you prefer if you buy soft drink

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BRAND AWARENESS

a.coke b.thams yp

5.Which media will attract your attention to Coco-Cola?

a.online advertising b.telivision

Please evaluate your perception on brand of Coca-Cola according to following scale.

(1-Strongly disagree, 2-Disagree, 3-Neutral, 4-Agree, 5-Strongly agree

6.I recognize this brand when I have a need of drinks

a.Strongly disagree b.Disagree, c.Neutral, e.Agree f,Strongly agree

7.I have a clear Understanding on this brand

a.Strongly disagree b.Disagree, c.Neutral, e.Agree f,Strongly agree

8. This is the leading brand in the market

a.Strongly disagree b.Disagree, c.Neutral, e.Agree f,Strongly agree

9.I will buy coco cola even no advertisement

a.Strongly disagree b.Disagree, c.Neutral, e.Agree f,Strongly agree

10. can you identify coca-cola products

a. Strongly disagree b.Disagree, c.Neutral, e.Agree f,Strongly agree

11. Can a Design of a Bottle or tin attract you to Buying

a. Strongly disagree b.Disagree, c.Neutral, e.Agree f,Strongly agree

12. What you consider when buy a cold drinks

a. Strongly disagree b.Disagree, c.Neutral, e.Agree f,Strongly agree

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BIBLIOGRAPHY
 Philip Kotler, Marketing Management,Prentice-Hall Of India Publisher, New Delhi
Twelth, Editions,2007.

 V.S Ramaswamy And Nam Kumari,Marketing Management, Macmilan

Publisher,Fourth Editions,1998,India.

 C.R Kothari, Research Methodolagy, New Age International Publishers, Gujarath

(India), Second Editions,2004.

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BRAND AWARENESS

Websites

 www.google.com
 www.wikipedia.com
 www.coca-colaindia.com
 www.coca-cola.com

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