A

SUMMER TRAINING PROJECT REPORT

On

“A STUDY ON CONSUMER BUYING BEHAVIOUR WITH

REFERENCE TO COCA-COLA”

Submitted in the partial fulfillment of the Award

of

Master of Business Administration

SUBMITTED BY:
Ranjeet Singh
Roll no. 1804870067
Batch 2018-20

SUBMITTED TO:
Dr. Sadhvi Mehrotra
Asst. Professor

Dayanand Academy of Management Studies, KANPUR

Affiliated To
AKTU UNIVERSITY, Lucknow
 PREFACE

Master of Business Administration (M.B.A.) programme is one of the most reputed

professional courses in the field of management. This course includes both theory and its

applications as per contents of its curriculum.Summer Training project report is an

integral part of Master of Business Administration programmed of Dayanand Academy

Of Management Studies It gives exposure to our practical knowledge and also to get interact

with the various aspects of present market conditions. Each student is required to

undergo practical training, after the completion of second semester examination.

The Training project programmers are designed to give the managers the future of the

corporate happenings and work culture. The real life situation is really different from the

stimulated exercise enacted in an artificial environment inside. The Training project

programmers are designed, so that the managers or tomorrow do not feel when the time

comes to take responsibilities.

The Training project report presented here is a result of my hard work. This project

helps me to learn about of working in project “A study on consumer buying

behavior with reference to COCA-COLA”

 ACKNOWLEDGEMENT

I take this opportunity to thank the Dayanand Academy of Management Studies,

KANPUR for giving me a chance to do this project.

I express my sincere gratitude to the Dr. Sadhvi Mehrotra And Head Of

Department Mr. Anuj Srivastawa and our Librarian and other teachers for this

constant support and helping for completing the project.

I am also grateful to my friends for giving support in my project. Lastly, I

would like to thank each and every person who helped me in completing the

project especially my Parents.

RANJEET SINGH

Contents
 TITLE

1. INTRODUCTION OF INDUSTRY 1-14

2. INTRODUCTION OF COMPANY
15-46
3. LITRETURE REVIEW 47-64

65-71
4. RESEARCH METHODOLOGY

72-75
5. DATA ANALYSIS and interpretation

76-92
6. FACTS AND FINDING

93-96
7. RECOMMENDATION AND SUGGESTION

97-99
8. CONCLUSION

100-104
9. Annexure
 INTRODUCTION
OF
INDUSTRY

1|Page
 1. INTRODUCTION OF INDUSTRY

The introduction of soft drink was due to necessity of traveling particular in the absence of

availability of reliable water. But meaning quietly changed with changing in time. It has become so,

popular commodity fashion & habit instead of requirement of quenching thirst.

The first marketed soft drinks (non-carbonated) in the Western world appeared in the 17th century.

They were made from water and lemon juice sweetened with honey. In 1676, the Companies des

Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors carried

tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.

Carbonated drinks:-

Soft drinks displayed on supermarket shelves.

In the late 18th century, scientists made important progress in replicating naturally

carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of

infusing water with carbon dioxide to make carbonated water which has 3.4 mg in the drink[5] when

he suspended a bowl of distilled water above a beer vat at a local brewery in Leeds, England. His

invention of carbonated water (also known as soda water) is the major and defining component of

most soft drinks.[6]

1|Page
Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends as a

refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with Fixed Air in

which he describes dripping oil of vitriol (or sulfuric acid as it is now called) onto chalk to produce

carbon dioxide gas, and encouraging the gas to dissolve into an agitated bowl of water.[7]

Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for

commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating apparatus

that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed

imitation mineral water to be produced in large amounts. Swedish chemist Jones Jacob

Berzelius started to add flavors (spices, juices, and wine) to carbonated water in the late 18th century.

Soft drink bottling industry:-

Over 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated drink bottle

tops during the early days of the bottling industry. Carbonated drink bottles are under great pressure

from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or bubbles

from escaping. In 1892, the "Crown Cork Bottle Seal" was patented by William Painter, a Baltimore,

Maryland machine shop operator. It was the first very successful method of keeping the bubbles in

the bottle.

The Coca Cola Company was incorporated in September 1919 under the laws of the State of

Delaware and succeeded to the business of a Georgia Corporation with the same name that had been

organized in 1892. Coca Cola Company is one of numerous competitors in the commercial

beverages market. Of the approximately 53 billion beverage servings of all type of consumed

worldwide every day.Beverages bearing trademarks owned by or licensed to company account for

approximately 1.5 billion. Coca-Cola,

2|Page
The corporate nourishing the global community with the worlds largest selling soft drink

concentrates since 1886. Coca Cola Company put his first step in India in 1952 but withdrew

completely in 1977 due to change in Indian Government polices. Again returned to India in 1993

after a gap of 16 years giving a new thumb up to the Indian Soft Drink Market. In the same year, the

Company took over ownership of the nation's top soft-drink brands and bottling network. No

wonder, their brands have assumed an iconic status in the minds of the consumers.

INTRODUCTION TO SOFT DRINKS IN INDIA:-

Gold Spot considered as the first soft drink, established 50 years ago before all empowering Coca-

Cola entered the company to dominate the scene. It faced no competition and its euphoric image

built up in western countries helped it get ready clientele & glamour. Parle export private ltd. should

be regarded as the first Indian company introducing limca a lemon drink complimentary to their well

entiemched Gold Spot in 1970 which got moderate success. However, before this, it had also

introduced Cola-Pepino which was withdrawn in face tough competition from Coca-cola.

Coca-Cola serves in India some of the most recalled brands across the world, which include names

such as Coca-Cola, Diet Coke, Sprite, Fanta, along with the Schweppes product range. The

acquisition of Thums Up brought some of the leading national soft drinks like Thums Up, Limca,

Maaza, Citra and Gold Spot under its umbrella. To add to this, Kinley mineral water was launched in

the year 2000.

3|Page
 THE VALUE CHAIN

The Coca-Cola
Company

Bottler

Customer

Consumer

4|Page
When Coca-cola bid farewell in 1977, Indian market was open for various cold drinks and several

companies came forward pushing the different in the market. Parle people introduced their Cola-

Thumps Up with a mightily bang saying “Happy days are here again” as if happy days went away

with Coca-cola pure drinks of Delhi, also without loosing much time introduced pure drinks with

Campa Orange and Campa Lemon. Modern bakeries interested the market Double Seven, Mohan

Meakings with Marry and Pick Up & McDowell with Thrill, Rush and Sprint and Indian Market

where there was competition previously a cut throat competition and heavy advertising was on. Each

one was trying their best to be come under one company with “A Class” products in the field of soft

drink business, now after a long gap; Govt. of India had given permission to the Coca-Cola to start

their business in India. Coca-Cola came with Parle to do business on the Indian soil. They are trying

best regaining its prestige which it had before.

The government has adopted liberalized policies for the soft drink trade to give the industry a boast

and promote the Indian brands internationally. Although the import and manufacture of international

brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by

advertisements, good quality and low cost. The soft drinks market till early 1990s was in hands of

domestic players like Campa, Thumps up, Limca etc but with opening up of economy and coming of

MNC players Pepsi and Coke the market has come totally under their control.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption.

Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can

be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and

non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come

under non carbonated category.

The market can also be segmented on the basis of types of products into cola products and non-cola

products. Cola products account for nearly 61-62% of the total soft drinks market. The brands that

5|Page
fall in this category are Pepsi, Coca- Cola, Thumps Up, Diet Coke, Diet Pepsi etc. Non-cola segment

which constitutes 38% can be divided into 4 categories based on the types of flavors available,

namely: Orange, Cloudy Lime, Clear Lime and Mango.

OPERATING GROUP:-

The Operating Group of Coca-Cola. The map is segmented into Coca Cola Operating Groups:

Africa, Eurasia, European Union, Latin America, North America, Pacific, Bottling Investments.

Certain prior year amounts have been reclassified to conform to the current year presentation.

1) In 2007, Coca Cola adopted Financial Accounting Standards Board (FASB) Interpretation No.

48, "Accounting for Uncertainty in Income Taxes" and recorded an approximate $65 million increase

in accrued income taxes in their consolidated balance sheet for unrecognized tax benefits, which was

accounted for as a cumulative effect adjustment to the January 1, 2007 balance of reinvested

earnings.

2) In 2006, Coca Cola adopted Statement of Financial Accounting Standards (SFAS) No.158,

"Employers' Accounting for Defined Benefit Pension and Other Postretirement Plans -- an

amendment of FASB Statements No. 87, 88, 106, and 132(R)."

3) Coca Cola adopted FASB Staff Position (FSP) No. 109-2, "Accounting and Disclosure Guidance

for the Foreign Earnings Repatriation Provision within the American Jobs Creation Act of 2004" in

2004. FSP No. 109-2 allowed the Company to record the tax expense associated with the repatriation

of foreign earnings in 2005 when the previously unremitted foreign earnings were actually

repatriated.

6|Page
4) Coca Cola adopted FASB Interpretation No. 46(R), "Consolidation of Variable Interest Entities,"

effective April 2, 2004.

History

The origins of soft drinks lie in the development of fruit-flavored drinks. In the medieval Middle

East, a variety of fruit-flavored soft drinks were widely drunk, such as sharbat, and were often

sweetened with ingredients such as sugar, syrup and honey. Other common ingredients included

lemon, apple, pomegranate, tamarind, jujube, sumac, musk, mint and ice. Middle Eastern drinks later

became popular in medieval Europe, where the word "syrup" was derived from Arabic.[11] In Tudor

England, 'water imperial' was widely drunk; it was a sweetened drink with lemon flavor and

containing cream of tartar. 'Manays Cryste' was a sweetened cordial flavored with rosewater, violets

or cinnamon.[12]

Another early type of soft drink was lemonade, made of water and lemon juice sweetened with

honey, but without carbonated water. The Compagnie des Limonadiers of Paris was granted a

monopoly for the sale of lemonade soft drinks in 1676. Vendors carried tanks of lemonade on their

backs and dispensed cups of the soft drink to Parisians.

Carbonated drinks

In the late 18th century, scientists made important progress in replicating naturally carbonated

mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of infusing water

with carbon dioxide to make carbonated water[14] when he suspended a bowl of distilled water

above a beer vat at a local brewery in Leeds, England. His invention of carbonated water (also

known as soda water) is the major and defining component of most soft drinks.[15]

7|Page
Priestley found that water treated in this manner had a pleasant taste, and he offered it to his friends

as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with Fixed

Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called) onto chalk to

produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated bowl of water.[15]

Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for

commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating apparatus

that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed

imitation mineral water to be produced in large amounts. Swedish chemist Jöns Jacob Berzelius

started to add flavors (spices, juices, and wine) to carbonated water in the late eighteenth century.

Thomas Henry, an apothecary from Manchester, was the first to sell artificial mineral water to the

general public for medicinal purposes, beginning in the 1770s. His recipe for 'Bewley's Mephitic

Julep' consisted of 3 drachms of fossil alkali to a quart of water, and the manufacture had to 'throw in

streams of fixed air until all the alkaline taste is destroyed'.[12]

Johann Jacob Schweppe developed a similar process to manufacture carbonated mineral water at the

same time. He founded the Schweppes Company in Geneva in 1783 to sell carbonated water,[16]

and relocated his business to London in 1792. His drink soon gained in popularity; among his new

found patrons was Erasmus Darwin. In 1843, Schweppes commercialized Malvern Water at the

Holywell Spring in the Malvern Hills, and received a royal warrant from King William IV.[17]

8|Page
It was not long before flavoring was combined with carbonated water. The earliest reference to

carbonated ginger beer is in a Practical Treatise on Brewing. published in 1809. The drinking of

either natural or artificial mineral water was considered at the time to be a healthy practice, and was

promoted by advocates of temperance. Pharmacists selling mineral waters began to add herbs and

chemicals to unflavored mineral water. They used birch bark (see birch beer), dandelion, sarsaparilla,

fruit extracts, and other substances. Flavorings were also added to improve the taste.

Mass market and industrialization

Soft drinks soon outgrew their origins in the medical world and became a widely consumed product,

available cheaply for the masses. By the 1840s there were more than fifty soft drink manufacturers –

an increase from just ten in the previous decade. Carbonated lemonade was widely available in

British refreshment stalls in 1833,[18] and in 1845 R. White's Lemonade went on sale in the UK.[19]

For the Great Exhibition of 1851 in London, Schweppes was designated the official drink supplier

and sold over a million bottles of lemonade, ginger beer, Seltzer water and soda-water. There was a

Schweppes soda water fountain, situated directly at the entrance to the exhibition.[12]

Mixer drinks became popular in the second half of the century. Tonic water was originally quinine

added to water as a prophylactic against malaria and was consumed by British officials stationed in

the tropical areas of South Asia and Africa. As the quinine powder was so bitter people began mixing

the powder with soda and sugar, and a basic tonic water was created. The first commercial tonic

water was produced in 1858.[20] The mixed drink gin and tonic also originated in British colonial

India, when the British population would mix their medicinal quinine tonic with gin.[12]

9|Page
The Codd-neck bottle provided an effective seal for soft drinks in the late 19th century

A persistent problem in the soft drinks industry was the lack of an effective sealing of the bottles.

Carbonated drink bottles are under great pressure from the gas, so inventors tried to find the best way

to prevent the carbon dioxide or bubbles from escaping. The bottles could also explode if the

pressure was too great. Hiram Codd devised a patented bottling machine while working at a small

mineral water works in the Caledonian Road, Islington, in London in 1870. His Codd-neck bottle

was designed to enclose a marble and a rubber washer in the neck. The bottles were filled upside

down, and pressure of the gas in the bottle forced the marble against the washer, sealing in the

carbonation. The bottle was pinched into a special shape to provide a chamber into which the marble

was pushed to open the bottle. This prevented the marble from blocking the neck as the drink was

poured.[12]

By mid-1873 he had granted 20 licenses and received a further 50 applications. This was boosted

further by a Trade Show held in London in the same year. By 1874 the license was free to bottle

manufacturers as long as they purchased the marbles, sealing rings and used his groove tool, and the

mineral water firms they traded with had already bought a license to use his bottle.

In 1892, the "Crown Cork Bottle Seal" was patented by William Painter, a Baltimore, Maryland

machine shop operator. It was the first bottle top to successfully keep the bubbles in the bottle. In

1899, the first patent was issued for a glass-blowing machine for the automatic production of glass

bottles. Earlier glass bottles had all been hand-blown. Four years later, the new bottle-blowing

machine was in operation. It was first operated by the inventor, Michael Owens, an employee of

10 | P a g e
Libby Glass Company. Within a few years, glass bottle production increased from 1,400 bottles a

day to about 58,000 bottles a day.

In America, soda fountains were initially more popular, and many Americans would frequent the

soda fountain daily. Beginning in 1806, Yale University chemistry professor Benjamin Silliman sold

soda waters in New Haven, Connecticut. He used a Nooth apparatus to produce his waters.

Businessmen in Philadelphia and New York City also began selling soda water in the early 19th

century. In the 1830s, John Matthews of New York City and John Lippincott of Philadelphia began

manufacturing soda fountains. Both men were successful and built large factories for fabricating

fountains. Due to problems in the U.S. glass industry, bottled drinks remained a small portion of the

market throughout much of the 19th century. (However, they were known in England. In The Tenant

of Wildfell Hall, published in 1848, the caddish Huntingdon, recovering from months of debauchery,

wakes at noon and gulps a bottle of soda-water. In the early 20th century, sales of bottled soda

increased exponentially, and in the second half of the 20th century, canned soft drinks became an

important share of the market.

During the 1920s, "Home-Paks" were invented. "Home-Paks" are the familiar six-pack cartons made

from cardboard. Vending machines also began to appear in the 1920s. Since then, soft drink vending

machines have become increasingly popular. Both hot and cold drinks are sold in these self-service

machines throughout the world.

11 | P a g e
Consumption

Per capita consumption of soda varies considerably around the world. As of 2014, the top consuming

countries per capita were Argentina, the United States, Chile, and Mexico. Developed countries in

Europe and elsewhere in the Americas had considerably lower consumption. Annual average

consumption in the United States, at 153.5 liters, was about twice that in the United Kingdom (77.7)

or Canada (85.3). From 2009 to 2014 consumption dropped over 4% per year in Greece, Romania,

Portugal, and Croatia (putting these countries at between 34.7 and 51.0 liters per year). Over the

same period, consumption grew over 20% per year in three countries, resulting in per-capita

consumption of 19.1 liters in Cameroon, 43.9 liters in Georgia, and 10.0 liters in Vietnam.[22]

Production

Soft drinks are made by mixing dry or fresh ingredients with water. Production of soft drinks can be

done at factories or at home. Soft drinks can be made at home by mixing a syrup or dry ingredients

with carbonated water, or by lacto-fermentation. Syrups are commercially sold by companies such as

Soda-Club; dry ingredients are often sold in pouches, in a style of the popular U.S. drink mix Kool-

Aid. Carbonated water is made using a soda siphon or a home carbonation system or by dropping dry

ice into water. Food-grade carbon dioxide, used for carbonating drinks, often comes from ammonia

plants.[23]

Drinks like ginger ale and root beer are often brewed using yeast to cause carbonation.

Of most importance is that the ingredient meets the agreed specification on all major parameters.

This is not only the functional parameter (in other words, the level of the major constituent), but the

level of impurities, the microbiological status, and physical parameters such as color, particle size,

etc.

12 | P a g e
Some soft drinks contain measurable amounts of alcohol. In some older preparations, this resulted

from natural fermentation used to build the carbonation. In the United States, soft drinks (as well as

other products such as non-alcoholic beer) are allowed by law to contain up to 0.5% alcohol by

volume. Modern drinks introduce carbon dioxide for carbonation, but there is some speculation that

alcohol might result from fermentation of sugars in a non-sterile environment. A small amount of

alcohol is introduced in some soft drinks where alcohol is used in the preparation of the flavoring

extracts such as vanilla extract.

Bone density and bone loss

In a meta-analysis of 88 studies, drinking soda correlates with a decrease in milk

consumption along with the vitamin D, vitamin B6, vitamin B12, calcium, protein and other

micronutrients.[57] Phosphorus, a micronutrient, can be found in cola-type drinks, but there

may be a risk in consuming too much.[57] Phosphorus and calcium are used in the body to

create calcium-phosphate, which is the main component of bone. However, the combination

of too much phosphorus with too little calcium in the body can lead to a degeneration of bone

mass.[57] Research suggests a statistically significant inverse relationship between

consumption of carbonated drinks and bone mineral density in young girls, which places

them at increased risk of fractures.[58]

One hypothesis to explain this relationship is that the phosphoric acid contained in some soft

drinks (colas) displaces calcium from the bones, lowering bone density of the skeleton and

leading to weakened bones, or osteoporosis.[59] However, 2001 calcium metabolism studies

by Dr. Robert Heaney suggested that the net effect of carbonated soft drinks, (including

colas, which use phosphoric acid as the acidulant) on calcium excretion in urine was

13 | P a g e
negligible. Heaney concluded that carbonated soft drinks, which do not contain the nutrients

needed for bone health, may displace other foods which do, and that the real issue is that

people who drink a lot of soft drinks also tend to have an overall diet that is low in

calcium.[59]

A 2006 study of several thousand men and women, found that women who regularly drank

cola-based sodas (three or more a day) had significantly lower bone mineral density (BMD)

of ≈4 % in the hip than those who didn't, even though researchers controlled for important

factors like calcium and vitamin D intake. The study also found that women who drank non-

cola soft drinks didn't appear to have lower BMD and that BMD of women drinking

decaffeinated cola wasn't as low as women drinking caffeinated cola sodas. The study found

that the effect of regular consumption of cola sodas was not significant on men's BMD.[60]

In the 1950s and 1960s there were attempts in France and Japan to ban the sale of Coca-Cola

as dangerous since phosphates can block calcium absorption. However, these were

unsuccessful as the amounts of phosphate were shown to be too small to have a significant

effect.

14 | P a g e
 INTRODUCTION
OF
COMPANY

15 | P a g e
2. INTRODUCTION OF COMPANY

If we Indians recall our memory there was a time when one was asked for a soft

drink, the brand that comes and gave a knock on our mind was Coca-Cola. Coca-Cola, the

word most admired trademark has maintained its special a sense of belongingness to India,

which had resulted some sort of its monopoly throughout the Indian soft drink market. It has

been said that the internal environment of the industry has been greatly effected from its

internal environment. The same thing was also happen with this famous company. When

the Government policy were in introduce and forced this MNC's to go outside from the India

market. Hence, it was thrown out of India in the year 1977. A lacuna was created at that

time in the country's soft drinks market. How ever after a gap of 17 years, the Coca-cola

16 | P a g e
has reappeared in the soft drinks market of India, by making itself more strong and

confident in this field.

In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a 70% share, Lemon

10% and Orange 20%. There appears to be a concentrated rush to bag a share in the soft

drinks market. Due to a manifold increase in the demand of soft drinks large number of

company has entered into this competitive market scenario.

In India two major companies engaged in soft drinks market are Pepsi and Coca-

Cola. While RC cola is still a novice in the Indian Market, although it being the world oldest

soft drinks manufacturer.

Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola dominated the

Americans soft drinks industry. Pepsi-Cola was a drink

costing less to manufacturers and with a less satisfactory taste than coke.

During the Second World War Pepsi and Coke, both of them enjoyed a huge sale.

After the war the Pepsi sales started to fall relatively to Coke. The factors which were

responsible for the decline in Pepsi sales were poor image, poor task force, poor quality

control and dull packaging.

It was a momentous day when Coca-Cola staged its reliance in India. Coca-Cola

was relaunched again in India in Sep. 1993 at Hathras near Agra, where the first bottling

facility of Coca-Cola in India was switched on. The Indian people welcomed the come back

of their most loved cola in the country with great enthusiasm and vigor.

17 | P a g e
Coca-Cola market its relaunching acquiring 5 Parle Exports Ltd. Top Selling products Viz-

Thums up, Sprite, Limca, Fanta, Mazza, K. Soda,Kwater,Coke.

In 2000, the company opened a new bottling plant at Dasna in Agra distt. For the

supply of 300 ml Bottle and 1.5 liter Bottles.

RED, IN INDIA:-

Hindustan Coca Cola Beverages Pvt.Ltd., India division under Eurasia Operating Group has been

working on RED i.e. Right Execution Daily since FEB 2006. Coca Cola Company believes that its

success depends on their ability to connect with consumers by providing them with a wide variety of

choices to meet their desires, needs and lifestyles choices. Company success further depends on the

ability of their people to execute effectively, every day.

COMPANY GOAL:-

Company goal is to use the Company’s asset –company brands, financial strength, unrivaled

distribution system, global reach and talent and strong commitment of our management and

associates-to become more competitive and to accelerate growth in manner that creates value for our

shareowners. Company wants to increase his profit and sells.

Coca Cola Company manufactures and sells beverage concerates, sometimes referred to as

“beverages bases” and syrups, including fountain syrups, and finished beverages.

18 | P a g e
 “THANDA MATLAB, COCA COLA”

A 100 YEARS OF THE SURVY GLASS BOTTLE OF COCA-COLA:-

Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899 Chattanooga; Tenn where

its first bottling plant was started 100 year ago by two men struck one of the most lucrative business

deals in US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola Company owner

Asia Candler a dollar for the right to bottle soft drinks in 1899. Today I billion soft drinks are sold

each day in more than 200 countries around the world.

Candler had purchase what would become the Cola Company for $2,300 eight years earlier from

John Pemberton, an Atlanta Phamacist who astonished the world. Candler thought the bottling

Venture would never succeed, but he signed the contract with White Head And Thomas and way,

"and the rest is history", Bob Lovell, vice president of marketing for Coca-Cola bottling company,

United Inc., said in telephone interview from Chattanooga.

Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple beverages, from

bottles while he was stationed in Cuba during Spanish American War. When he returned to

Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a

fountain beverage.

19 | P a g e
"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr. Candler did

not see any future in it because the containers were not sound, but that's how it all came about.

"Thomas and Whitehead promised to pay one dollar for the right to bottle Coca-Cola, but legend has

it that no money changed hands.

THE IMAGE:-

The image is communicated all around the world in advertisement on media such as newspaper,

magazines, radio and televisions. The list goes on....

However, image is much than just advertising every person working within the coca-cola system is

part of the image whether one is involved in creating its advertising, making it's quality products, or

selling, merchandizing and distributing its beverage their hard work and attitude will say something

to the people about its product.

COCA-COLA SYSTEM FLOW CHART

Raw Material

Coca-Cola Company

Bottler

Customer

Consumer
20 | P a g e
In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a 70% share, Lemon 10% and Orange

20%. There appears to be a concentrated rush to bag a share in the soft drinks market. Due to a

manifold increase in the demand of soft drinks large number of company has entered into this

competitive market scenario.

COCA COLA: THE STORY BEHIND:-

Coca-Cola was formulated in 1886 by Dr. John Pemberton, a Pharmacist in Atlanta, Georgia. The

drink was sold ad refreshing elixir at the fountain counter of Jacob's Pharmacy of which Dr. John

Pemberton was part owner, unaware that the pharmacist had given birth to a caramel colored syrup

which is now the chief ingredient of the worlds favorite drink. Today the white-on-red flow of Coca-

Cola is familiar sight in more then 195 countries. The syrup combines with the carbonate water to

fuel a $ 16.2 billion corporation that has captured a 46% Slice of the global soft drinks market. The

company estimates that the drink is served more than 773 million times every day and if all Coke

ever produced were filed in standard bottles and placed end to end it would wrap around the equator

21, 161 times.

The story of Coca-Cola is a story of a drink and its charm with the consumer. The of ecstasy and

again that the drink has caused to those dedicated to its growth Pemberton first managed to sell and

average of 9 drinks per day, though a shop called Jacob's pharmacy, in 1891, Candler bought Coca-

cola company with four companies he formed the coca-cola company with the initial stock of

$100,000. Coca-Cola was registered at the US patent office in 1893, and began selling at soda

21 | P a g e
fountains for 5 cents a glass of therapeutic refreshment 1894, I got into bottles, courtesy a candy

merchant Joseph Boedenharn of Mississippi.

Five years later; the drink was being bottled on a regular basis under a region wise franchising

system; and its first competitor Pepsi cola, Coca-Cola's first bottling plant opened in Chatanooga,

Tennessee followed by another in Atlanta in 1900. The unique taste of cola was an outstanding

success. Over the next two decade the number of plants crossed 1000. In a bit to difference the

prodect, the company adopted 6.5 ounce, pale green countor bottle designed by the root glass

company of Terri Haute, Indiana. Today it is an intrinsic part of the brand.

The company broadened its horizons when Robert Woodruff the son of a banker who acquired to

Company for $25 million in 1919, assumed charge in 1923. He began by ungrading bottling

operations, brought in innovations like a six-bottle carry home carton, and gear up advertising

support. It was under Wood Ruff that the brand. Known affectionately as coke by now associated it

self with sportive events. By the early 1940's the brand was selling as the "real thing" to set it self

apart from "me to" cola's.

As a time went by the company brought out some new aerated drinks. The first one "Fanta" appeared

in the selves in 1960.

Its birth was an accident, the company's German name is an attempt to produce Coca-Cola without

some key ingredients, turned out into an orange flavored drink instead. its strategists who feared the

dependence on just one put a cap on growth welcomed it. While Fanta was being rolled out the

company bought minute made cosrp. Which in 1967 was combined with Duncan foods to pave way

for the Coca-Cola foods. Several beverages followed the most notable being 'sprite', a lemon drink

developed in the late 1950 and formally launched in 1961.

22 | P a g e
Coca-Cola had diversified the company into businesses and it even had a steam generator and boi8ler

making division. Robert C Goizueta, Cuban born 27 years veteran took over as the Coca-Cola unlike

Pepsi company depended on a single brand. The best insurance policy that he figured was to let coke

evolve to the summer slacking it with variants, even reinventing if needed. In 1982, the company

launched what is now considered among the world's most successful brand extensions 'Diet Coke',

under the leadership of Sergio Zyman, the head of us marketing. The idea was to retain the loyalty

for the health conscious drinker who loved the taste but hated the calories. After this it came out with

cafeeine free versions of its main drinks. yet in the US the company kept losing ground to Pepsi.

zyman, a former Pepsi marketer argued that the correct strategy was to replace 98 year old with

better tasting cola, label it as "New Coke" and blare the news which is exactly what the company did

more a decode age in 1985. But when placed on the shelves it did not budge. On wide spread protest

it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta and sprite account for most of its

sales. In 1994, the real thing's coke sold over 52.5 billion liters. For the taste of it diet coke along

with Coca-Cola light sold 8.5 billion liters, which makes it the world's two top non cola drinks sold

over 6.5 billion liters each. Which sprite aimed at the independent youngster two does not care what

as others drink (the as line "obey you're a thrust"). In 1993, Coca-Cola reentered India after a 16

years ling exile, four years Pepsi made its debut India. While Coke plays on brand nostalgia. Pepsi

address the young crowd, which unlike a in America is a dominate ort if the population here.

23 | P a g e
THE COCA-COLA COMPANY:-

The Coca - Cola Company is the world's largest beverage company. Along with Coca - Cola,

recognized as the world's best - known brand, The Coca - Cola Company markets four of the world's

top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of other

beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and

sports drinks. Though the world's largest distribution system, consumers in more than 200 countries

enjoy The Coca - Cola Company's products at a rate exceeding 1 billion servings each day. For more

information about the Coca - Cola Company, please visit our website at http: // www.coca-

cola.com/.

Forward - Looking Statements:-

This press release may contain statements, estimates or projections that constitute "forward - looking

statements" as defined under U.S. federal securities laws. Generally, the words "believe," "expect,"

"intend," "estimate," "anticipate," "Project," "will" and similar expressions identify forward - looking

statements, which generally are not historical in nature. Forward - looking statements are subject to

24 | P a g e
certain risks and uncertainties that could cause actual results to differ materially from The Coca -

Cola Company's historical experience and our present expectations or projections.

These risks include, but are not limited to, changes in economic and political conditions, changes in

the non - alcoholic beverages business environment, including actions of competitors and changes in

consumer preferences; product boycotts; foreign currency and interest rate fluctuations; adverse

weather conditions; the effectiveness of our advertising and marketing programs; fluctuations in the

cost and availability of raw materials; our ability to achieve earnings forecasts; regulatory and legal

changes; our ability to penetrate developing and emerging markets; litigation uncertainties; and other

risks discussed in our Company's filings with the Securities and Exchange Commission (the "SEC"),

including our Annual Report on Form 10-K, which filings are available from the SEC. You should

not place undue reliance on forward - looking statements, which speak only as of the date they are

made. The Coca Cola Company undertakes on obligation to publicly update or revise any forward

- looking statements.

25 | P a g e
 ORGANIZATIONAL STRUCTURE

CHAIRMAN

PRESIDENT

VICE PRESIDENT

R.G.M.

A.G.M.

I.S.M F.M. S.M. P.M. H.R.M.

.

M.O.E. A.S.M. S.E.

S.E. S.E. S.E.

26 | P a g e
Where,

R.G.M. : Regional General Manager

A.G.M. : Area General Manager

I.SM. : Information System Manager

F.M. : Finance Manager

S.M. : Sales Manager

P.M. : Production Manager

H.R.M. : Human Resource Manager

A.S.M. : Area Sales Manager

M.O.E. : Marketing Operation Executive

C.D.E. : Cold Drink Executive

S.E. : Sales Executive

27 | P a g e
PRODUCT PROFILE OF COCA COLA:-

The product range of the coke has listed brands:

Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt

Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Mazza: 250 ml, Tetra Pack

Diet Coke: 330ml, 1.5 lt, 2lt.

Kn. Soda: 300ml, 500ml,

Kn. Water: 500ml, 1lt, 2lt,

Some facts About Coca Cola Pvt Ltd:-

Head office Atlanta (U.S.A)

Corporate office Enkay Towers,
Udyog viharV,
Gurgaon,Haryana
Chief Executive officer Alex von Behr
Total Investment Rs.3200 Crore
Owned Bottling Plants 35
No. of Franchisees 16
No. of Employees 6000

28 | P a g e
THE FUTURE OF COCA-COLA:-

While dong business overseas offers Coke wonderful growth opportunities it also has its own

disadvantages. The economic slowdown in various overseas markets and the strong dollar had their

impact on Coca-Cola revenues and bottom line in 1999. But the company optimistic about the future.

Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola Company says, "This past year

1999 has been a challenging period for the Coca-Cola Company as economic environment became

more uncertain in the later part of 1999, we strongly believe that our fundamental opportunities for

long term growth have not changed".

As long as maximization of share holder wealth remain coke's focus for its future4 is assured

Goizueta had stated and proven to the world that focus on shareholder wealth does more good to the

company than focus on revenues and it is not hat coke does not enjoy volumes for it is world's No. 1

soft drink manufacture. It is not content with this title and is aiming at higher volumes year after

year. Surely coke will continue to grow. Point on Roberto had reduced the company basically to its

trademark and the returns are so astronomical as to be off the boards. It just absolutely added a jet

engine to their performance.

29 | P a g e
COKE'S BOTTLING STRATEGIES:-

In the soft drink business the bottlers are responsible significant extent for ensuring the availability

of the products. Bottlers are supplied with concentrate to which they add aerated water and bother

ingredients before packing and sealing either cans or bottles. Bottlers play a strategic role in the

success of soft drinks companies and this was not far from Goiueta's mind.

In 1986 the company merged some of its company owned bottling operations with two large

ownership groups that had been put up for sale. All these bottling activities were combined to from

its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations. The Coca-Cola

Company took 49 percent equity stake in Coca-Cola Enterprises enabling it to retain its own balance

sheet.

MARKET PLACE:-

More than a billion times everyday, thirsty people around the world reach for Coca-Cola products for

refreshment. They deserve the highest quality-every time. Our promise to deliver that quality is the

most important promise we make. And it involves a worldwide, yet distinctively local, network of

bottling partners, suppliers, distributors and retailers whose success is paramount to our own. Our

investment in local communities in over 200 countries totals billions of dollars in jobs, facilities,

marketing, the purchase of local goods and services, ands local business partnerships, always and

everywhere, we pursue continuous innovation in the products we offer, the processes we use to make

them, the packages we develop and the ways we bring them to market.

30 | P a g e
 COMPETITOR:-

The biggest and perhaps the only serious for the coca-cola worldwide has an already been

Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke

comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading brand of

Parley product, was acquired by Coca-Cola just over a year ago to bolster its market share in India.

Today, Thums-up along with coke, the leading brand of the Coca-Cola Company, other still

competition to Pepsi, which despite this stiff competition is still by far the single most popular Cola

drink in India

With both the companies being backed fully by the parent concerns based in the united state,

the fight to become the dominant player in the huge Indian Soft drink market continues unabated.

Aggressive ad campaign's, sale-promotion, schemes for retailers are just some of the strategies being

adopted by the two companies to outwit each other and grab and large share of the market.

In the Cola segment, which occupies by far the largest chunk of the soft drink market in

India, the market share ofCoke is 60%while the market share of Thums-up is 32.16%. The market

share of Coke in this Cola Segment is 27.84%. The remaining market share is occupied by the other

brands, which constitute about 14% of the Cola market share.

So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke occupies a

combined market share of 60% (32.16% + 27.84%) which is just higher than the market share

occupied by Pepsi on the all India basis.

\
31 | P a g e
The market share for the Cola segment of different in India is given in Graph below:

The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and Coca-Cola India, The fully

owned subsidiary of the $ 18.55 Billion Atlanta based "The Coca-Cola' company to become India's

No. 1 player seems likely to continue unabated over the next four years".

PEPSI PROFILE:-

Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are Pepsi Cola.

Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992 and now is the market leader

with a market share of 26.5 percent in the cola segment. Pepsi is in between the two of it's closet

competitors as far as marketing strategies are concerned. Pepsi is an international drink with Indian

imagery in it's communication Traditional focus of Pepsi has been on the early teenager with a

gender skew more to the female.

Pepsi is by far the more aggressive player in the market. With in your face advertising continuous

event marketing targeting the new generation and eye catching merchandising. It's got its selling

strategy well mapped out.

The company has always been innovating it's ad campaigns which has helped the company to get top

of the mind recall. From "The choice of the new generation" to the "Freedom" campaign the

company has been able to Indianise the brand. With the help of promotional schemes Pepsi has

managed to keep the brand alive and has not let it become old. During 1995 the total ad spent by the

32 | P a g e
company was Rs. 6.98 crore only on television Pepsi has set aside Rs. 8 crore for its advertising

programme in the run up to and during the cricket world cup.

Product lines of Coke& Pepsi are as follows:-

Pepsi Brand Name

pepsi pepsi Diet mirinda mirinda lime 7 up Slice

pepsi
pepsi Diet mirinda

mirinda lime 7 up
Slice

FLAVOUR COKE BRAND PEPSI BRAND

Cola Coca-Cola Pepsi

Thums-up Pepsi diet

Coke diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

33 | P a g e
 Clear lime Sprite 7up

Mango Maaza Slice

COMPETITIVE AREA:-

The soft drink market all over the world has been witnessing a neck to neck battle between the two

major players, Coca-Cola and Pepsi since the very beginning. The thirst quenchers are trying hard to

have to major chunk of the pie of carbonated soft drink market. Both the players are spending their

energies in building capacity, infrastructure, promotional activities etc.

Coca-cola being 11 years older than Pepsi has dominated the scene in most of the soft drink markets

in the world and enjoying leadership in terms of market share. But the Coca-Cola people are finding

it hard to keep away Pepsi, which has been narrowing the gaps regularly. The two are posing threats

to each other in every nook and corner of the world. While Coca-Cola has been earning most of its

bread and butter through beverage sales, Pepsi has a multi products portfolio with some portion from

the same business.

The two warriors are face to once again here in India with different strategies and tactics to attack the

rival. Coca-Cola is focusing upon the joint ventures with the existing bottlers (FOBO) franchise

owned bottling operations to enhance its control on manufacturing and marketing of its products

range and attain the quality standards of its class.

34 | P a g e
Countering it Pepsi has taken the battle its own hands by floating as investment of $ 95 billion to set

Pepsi Company. India holdings, as subsidiary for (COBO) Company owned bottling operations.

Both the companies are following different path to reach the same destiny i.e. to fetch the bigger

portion of aerated soft drink market. Both consider India

a huge potential market, as per capita consumption here is a mere 3 serving annually against the

world average of 80. Therefore, they are putting in their best efforts to woo the Indian consumer

who has to work for 1.5 hours to buy a bottle of soft drink. In comparison to the international norms

minutes, a major hurdle to cross over for both the athletes for getting No. 1 position comparison tot

he inter. Coca-Cola is well set with its 53 bottling sites through out the country giving tit an edge

over competition by processing a well-built bottling and distribution set-up. On the other hand,

Pepsi, with two more years in India, has been able to set an image of a winner in India and has been

able to get the pulse of the India soft drink market. The soft drink giants are leaving on stone

unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product range with a determination to

change consumption pattern of soft drink in India. Firstly, they upgraded the whole industry by

introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as

compared to the earlier 5%. They want to develop a coca culture here and are working on a strategy

to offer soft drink in every possible package. In Coca-Cola camp, the idea of competition has not

come from Pepsi, but from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi is

quite aggressive in its approach to Indian Consumer. They are desperately working on the strategy to

be winners in the hot cola war between two big barons. According to Pepsi philosophy, it's the

madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out

their competition. Pepsi had plumbed a large on the visibility of its blue red and white logo. They

have been going with aggressive marketing by putting Sachin Tendulkar, Akshay Kumar and now
35 | P a g e
Shahrukh Khan in their advertisement to endorse their brand, the role models for its targeted

consumer the teenagers. They have increased the fizz in the market place by

introducing the dispensers called Fountain Pepsi and has been enjoying a lead over its rival there.

Coca-Cola on the other hand, has been working on the saying slow and steady wins the race's side by

retailing to every more of its competitor. They have procured the shield of Thums-Up with a

handsome market share in Indian soft drink market.

Countering Pepsi's international commercial that used two chimpanzees to cock a snoop at coke,

Thums-up come with the ad line, Don't be Bandar, taste the Thunder. Also Thums-Up has been

positioned now very near to that young image of Pepsi and giving it a though time.

These cool merchants have put everything on fire. It Coke got the status of the official drink of

wills. World Cup, Pepsi blushed as nothing official about it. As Thums-Up projected as 'Saaree

Jahan Se Achcha' Pepsi was passionate enough with 'Freedom to be' and now the "Yeh Dil Mange

More" when Thums-Up came with Thunder Blast, the other offered 'Pepsi Stuff Card'. If Red is

meant for coke, Pepsi has chosen to be blue.

36 | P a g e
 MAIN COMPETITORS

COCA-COLA V/s PEPSI

Coca-Cola Pepsi
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Crores Rs. 300 Crores
Number of Employee 140 2400
Number of owned bottling Plants 9 11
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6

37 | P a g e
(Year of 2016-17 )
Overall volume of Coca-Cola products have increased by 40% whereas the industry growth rate is

20%. Last year total sale of soft drink Industry in India was approximately 170 million crates. Out of

these around 60% was of Cola and other 40% was of non-Cola Brands.

Sources of Data :- This Last Year data is provided by Sales Executive of

Company.

MARKETING MIX:-

Prof. Neil H Barden defines marketing mix as 'the appointment of effort, the combination, the

designing and integration of the elements of the marketing into a programme of mix which will best

achieve the objective of the enterprise at the give time."

Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective of in

the target market. The marketing problems are analyzed:

1. By utilizing the important forces emanating from the marketing operation of an enterprise.

2. By adopting producer & for an efficient marketing programme.

ELEMENTS OF MARKETING MIX :-

The marketing mix denotes a combination of various elements which in their totally

constitute affirms marketing system. McCarthy popularized a four factor classification of the se tools

called the four P"s, product, price, place promotion.

38 | P a g e
PRODUCTS:-

 Product variety

 Quality

 Design product

 Brand name

 Feature

 Packaging

 Size service

 Warranties

 Returns

PRICE:-

 List Price

 Discounts

 Allowances

 Payment period

 Credit teams

PLACE:-
 Channels
 Coverage
 Place assessments
 Locations

39 | P a g e
 Inventory
 Transports

PROMOTION:-

 Sales promotion

 Advertisement

 Sales Forces

 Public relations

 Direct marketing

The particulars marketing variable under each P are shown below:

4 Ps 4 Cs

 PRODUCT  CUSTOMER NEED AND

 PRICE WANTS

 PLACE  COST TO THE

 PROMOTION CUSTOMER

 CONVENIENCE

 COMMUNICATION

40 | P a g e
DISTRIBUTION IN THE COCA-COLA SYSTEM:-

GETTING PRODUCTS TO MARKET

One of the value of the coca-cola system is presence that coca-cola should exist
everywhere. In the words of former CEO-India operations - Richard Nichoilas, "Our goal
is to have coke available within an arm's reach of desire". To fulfill this gool, coca-cola
not only produces products, but also has an effective systems to distribute them all over
India.
DISTRIBUTION:-

Distribution Sales + Delivery + Merchandising + Local Account Managemetn.

Distribution of Coke's products includes the activities of sales, delivery merchandizing and
local accounts management. These are two major types of distribution systems.

(i) Direct and Indirect:-

In direct distribution, the bottler partner direct control over the activities of sales,
delivery, merchandizing and local account management.
In indirect distribution, an organization which is not a part of the coca-cola system
has control of one or more of the distribution elements (Sales, Merchandizing and local
accounts managements).

With Direct distribution there are two types of sales:-

Advanced sales and conventional sales. :-

In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and Local
Accounts Management) are performed by the same persons.

In advanced sales, sales and delivery are performed by different people within the coco-cola system.
41 | P a g e
Difference between a Customer and a Consumers.
 A consumer is some one who drinks coca-cola products.
 A customer is a business location which sells or serves coca-cola products to consumers.

MERCHANDIZING:-

One the products are delivered to the customer's they are promoted at the point-of-purchase to
maximize the company's sales opportunities, merchandizing involves looking at the presentation of
the products through the eyes of the consumers. It is an on-going process that help the company
present its products properly to the consumers in the market place for instance, is the display
attractive? Are the product neatly organized.

PRESENTING THE PRODUCTS:-

Coca-Cola presents its products for sale in four different ways. They are as follows:
 Secondary Display
 Coolers
 Vending Machines
 Post Mix / Pre Mix

INDIA'S RELATIONSHIP WITH COCA-COLA:-

Just after independence, the Maharaja of Patiala oversaw his coca-Cola-Cola hoarding from his huge,
ornate palace, Coca-Cola export representative Frank Harrold, was awed by the Maharaja's opulent
life style. In 1993 after Coca-Cola returned to India after a 16 years absence (beorge Fernandes threw
the company out of the country in 1977 on the pre text that it had refuse to divalge its formula to
Indian officials), CEO of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually
untapped market of 840 million people".

42 | P a g e
PROMOTION : THE COCA-COLA WAY

Goal for the 90's :-

"To place coca-cola within an arm's reach of desire.

Consumer activity clusters:-

 Grocery shopping
 Other shopping & services
 Eating and drinking Entertainment/ Recreation. Leisure
 Travel / Transportation/ Hospitality
 Educational
 At Work

The 3A's:-

The strategy for reaching in creasing numbers of consumers in India is based on the belief that
consumers will buy our products it they are Available, Affordable and Acceptable.

Strategies for the 3A's:-

 Focus on the consumer and customer,

 To provide quality customer services, and caring about the quality of performance in respective

jobs.

 Caring enough about what we do, to it the best we know how.

43 | P a g e
The 3A's is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of

consumer's. How does coke position its limited resources to help meet its good. Let us explore the

specific ways in which the Coca-Cola system addresses each of the 3A's.

AVAILABILITY:-

Some of the way sin which the Coca-Cola Company hopes to increase availability of its product

include improved or innovative packaging, dispensing systems, distributions system, marketing.

AFFORDABILITY:-

The ways to address affordability include pricing decisions, as well as resource management. To

make its product available at a price affordable to the consumer. Continually processes more

efficient and therefore more cost-effective.

ACCEPTABILITY:-

Making coca-Cola brand products the beverage choice for any occasion's depends on a variety of

strategies to reach the target audience. The common strategies adopted to effect acceptability were

though sponsorships, promotion youth market activities, community programs, and other activates.

Coca Cola mission, vision and values outline who they are, what they seek to achieve, and

how they want to achieve it. These provide a clear direction for the Company and help ensure that

they are all working toward the same goals.

MISSION:-

 Everything Coca Cola do is inspired by their enduring Mission:

44 | P a g e
  To Refresh the World...in body, mind, and spirit.

 To Inspire Moments of Optimism...through their brands and their actions.

 To Create Value and Make a Difference…everywhere they engage.

VISION:-

To achieve sustainable growth, Coca Cola has established a Vision with

clear goals: -

Planet : Being a responsible global citizen that makes a difference.

Portfolio: Bringing to the world aportfolio of beverage brands that

anticipate and satisfy Peoples' desires and needs.

Partners: Nurturinga winning network of partners and building mutual loyalty. Profit: Maximizing

return to shareowners while being mindful of our

VALUES:-

Coca Cola is guided by shared Values that they will live by as a company and as individuals:

 Leadership : “The courage to shape a better future”

 Passion : “Committed in heart and mind”

 Integrity : “Be real”

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

 Collaboration : “Leverage collective genius”

 Innovation : “Seek, imagine, create, delight”

45 | P a g e
  Quality : “What we do, we do well”

46 | P a g e
LITRETURE

REVIEW

47 | P a g e
Creation of true value for the consumers and thereby addition of value to the society is

considered to be one of the most essential for business organizations to make the world a better

place was indicated by Brief and Bazerman (2003, 187). Bargh (2002) in his research supported

the fact that consumer research should strike a balance between how to influence consumers and

how consumers could defend themselves and control such influences.

According to Simonson et al (2001), one of the most essential and influential areas within

consumer buying behavior is the consumer decision making process. In recent decades, during

the initial stages of the conception of the consumer buying behavior paradigm, various

consumer decision making models were proposed. However the theories proposed by the

researchers were not specific and considered a overall view of the consumer decision making

process. Erasmusm, Boshoff and Rosseau (2001) indicated the importance and need for a

specific, situation and product – oriented model in the study of the purchasing behavior of the

consumer. Moreover according to Wells (1993) the consumer investigating decisions needed in

the purchase of products such as car, house etc would directly make an effective contribution to

the consumer buying behavior knowledge. Therefore it is evident that an exploratory research

approach with the objective to study the consumer buying behavior would provide opportunities

to understand the complexity of specific decision making processes of the consumers.

It is evident from the past researches on consumer buying behavior that most of the real estate

study is based on neoclassical economic theory. The neoclassical theory states that the people

make rational economic decisions about renting or purchasing real estate as an attempt to

maximize their utility. Moreover the various theories of consumer buying behavior do not

emphasize nor examine the human influences on the real estate buyers. They concentrate more

on production orientation rather than consumer behavior orientation towards the approach for

marketing in the case of the consumer buying and decision – making process. The analysts

stratify real estate markets by property types that are defined by physical construction rather
48 | P a g e
than consumer benefits. Physical attributes value property more than the consumer perception

factors such as space, atmosphere etc. However in some cases such as retail tenants and other

retail customers consider non – financial and perceptual factors rather than the financial aspects

in the buying process (Smith, Gararino and Martini, 1992).

The study of the consumer decision making process is more important in the case of

purchase of a high – involvement and emotionally charged products such as real estate and

house etc. Considering this type of consumer decision making process, the objective of the

research is threefold. Firstly to generate a conceptual consumer decision making process model

for purchase of house, secondly to study the various factors affecting the consumer buying

behavior process and finally to provide recommendations about the important factors affecting

consumer buying behavior.

Granhaug, Kleppe and Haukedal (1987) in their research explained that the decision – making

process involving long – term commitments of resources and affecting the budget available for

other goods and services is defined as the strategic decision making process.

In the views of Gibler and Nelson (2003), Mitchell (1999), Beatty and Smith (1987) this process

of strategic decision making endures a certain amount of risk mainly because it represents very

high financial decisions. Therefore this study concentrates on the various factors and its effect

in the case of this complex decision making process such as the process of consumer buying

behavior in the real estate industry.

The understanding and the prediction of the consumer perceptions is important in examining

and studying the consumer buying behavior and the decision making process. Thus the overall

purpose of this research is to understand the factors and influences on consumer buying

behavior in the real estate industry and also explains as to how the integration of the theories

49 | P a g e
relating to consumer buying behavior improves the understanding the consumer perceptions in

the real estate buying process.

The Study of Consumer Behavior

According to Engel, Blackwell and Miniard (1995), consumer behavior is defined as the study if

individuals or groups in obtaining, using and disposing of products and services, including the

decision making process and the processes preceding the behaviors following it. Consumer

behavior can be explained on a macro level and the micro level views. The consumer behavior

involves in examining the reasons for the behaviors of the customers more than the examination

of the consumer actions. Considering the macro level, the interests of the marketers lie on the

demographic changes, society’s values, beliefs and practices that affect the way the customers

interact in the marketplace. In the micro level view, consumer behavior concentrates the human

behavior and the reasons behind the behavior. The application of these concepts to developing

and increasing the understanding of the consumer buying behavior in context to the real estate

industry are explained in the following sections.

Consumer Choice and Decision-Making

Consumer choice is one of the key and important aspects of consumer behavior. The relevance

between consumer choice and the decision making process is also depicted in the theory of

utility in Economics. In general terms a customer buys a product or service to enjoy the benefits

derived from their usage. The theory of utility as described before focuses mainly on the results

and outcomes whereas the consumer behavior aspect emphasizes on the process of consumer

purchase. The impact of the situational factors on consumer behavior and the variance among

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the individuals faced with the same conditions are explicitly explained in the theories and

researches of consumer behavior.

Considering the real estate industry, the type of purchase and leases are said to be of high

involvement goods. This type of high involvement goods demand a complex decision making

process during the purchase time. In accordance with the consumer buying behavior, decision

making process and the real estate industry, the three important conceptual models of the

decision making process are suggested by Nicosa (1966), Kollat and Blackell (1968) and

Howard and Sheth (1969). These models of consumer decision making process are in direct

relation with the situations of the real estate industry in Chennai. It is important to note that

these models provide a trace of the psychological state and the behavior of the customer from

the initial stage of the customer’s conception of the idea of the purchase of the land or house

through the entire purchasing process of the product to satisfy the demands of the consumer. A

detailed explanation of some of the key elements of the above mentioned conceptual models

and provided in the next section. The key elements are listed as information search, evaluation

of alternatives and decision rules.

Information Search

Initially when the consumer perceives to buy a real estate property they first seek for

information regarding the same. This information search involves both external and internal

information search. According to the previous researches on information search by the

customers, the effect of quantity of previous experience vary with the amount of type of search

undertaken especially in the case of the real estate industry (Baryla and Zumpano, 1995 and

Anglin, 1997). Considering the real estate industry, the search for information is supported

equally both by external and internal sources. On one hand, the previous knowledge acquired by

the customers reduces the search for new information and therefore they depend mostly on

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internal information. On the contrary this acquired knowledge encourages search for

information by supporting the efficient use of the newly acquired knowledge thereby leading to

external information search.

Internal information search

In general, initially the customers check and obtain information by means of internal

information search (i.e.) they gather information which is they already possess (Bettman, 1979

and Punj 1987). In the views of Kiel and Layton, 1981 and Engel, Blackwell and Miniard, 1995,

there are certain factors which affect and have a negative impact the process of internal

information search. Such factors are depth of experience, length of time since the last purchase

of the land and the level of satisfaction with the previous purchases directly affects the

customer’s reliance on the internal information. This unreliability on internal information by the

customers in a long run leads to the search of external information for accessing the buying

decisions. Moreover since the consumers do not buy real estate very often, at several situations

they rarely depend on the past and existing internal knowledge to help in buying decisions,

rather they also undertake an external information search.

External information search

In theory, there are basically two perspectives in relevance to the external information search.

They are economic and psychological/ information processing approaches. In the case of the

economic perspective, the consumer considers the search for external information on a cost/

benefit basis. This search is such that the consumer prolongs their search so long as the

marginal benefit of acquiring an additional piece of information exceeds the marginal cost.

Considering the case of the psychological approach of external information search, it is

cognitive process. The consumers go through in deciding phase to search for information,

gathering information phase and finally processing of the gathered information. In both the
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cases of external information search the impact of the consumer, product and situational

characteristics are considered (Schmidt and Spreng, 1996).

The external information search is very effective in the case of real estate industry because a

high budget investment and infrequent purchase depends more on the newly acquired

information. Moreover when the consumers feel more confident about their ability to access the

products they will directly tend to acquire more information regarding the same. Thus in the

views of Moorthy, Ratchford and Talular (1997) there clearly exists a inverted U relationship

between knowledge and quantity of the external information search.

The ways in which the consumers obtain information from the external sources are directly

from personal inspection, real estate brokers, newspapers, friends and relatives (Clark and

Smith, 1979; Talarchek, 1982 and National Association of Realtors, 1989). In case of the

customers with very little knowledge about the real estate such as first time homebuyers,

interurban movers mainly depend on the personal sources like friends, relatives and real estate

agents for external information (Kaynak, 1985). Meanwhile in the case of customers with

moderate knowledge on real estate issues, they perform extensive information in their own.

However consumers with extensive and elaborate knowledge on the real estate property buying

and selling need to perform a formal external search of information (National Association of

Realtors, 1989).

Constraints affecting external information search

In the case of the external information search, there are some factors which affect the search

process. They are as follows

Experience

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Experience is the on of the most important factor of external information search. According to

Hempel, 1969 and Bettman and Sujan, 1987, experience plays an important role in consumer

buying decisions in the case of the real estate industry. The experienced customers know which

dimensions and considerations are important. These customers would be very clear and

consistent in the decision making process. However inexperienced buyers who not have much

external knowledge are more susceptible to the external influences such as the real estate agents

in analyzing the criteria they should consider in purchasing a property. It is important to note

that the type of information gather is important in the case of experience gained.

Consumer beliefs and attitudes

The beliefs and attitudes is another factor which affects the external information search by the

consumers. Some attitudes of the customers have a direct effect on the external information

search process. There are certain consumers who like the shopping process rather than the

external information search process is indicated by punj and Staelin, 1983; Beatty and Smith,

1987). In this case the consumers would like to visit the open houses and inspect the properties

before making any decisions. These types of consumers do not generally go in depth into

collecting information from the external sources. However on the contrary the consumers who

are satisfied with the amount of information obtained would probe into and collect information

from the various external sources rather than visiting the real estate properties.

Demographics

The external information search depends and is in relation to the demographic characteristics in

specified by Beatty and Smith (1987). According to Cole and Balasubramanian (1993), age is

one such demographic characteristic which is negatively related to the amount of external

information search. It is evident that greater the accumulated knowledge and experience for an

individual there is a reduced desire to search and obtain more information. Apart from age, in
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the view of Hempel (1969) the educational level of the consumers also plays an important role

in the external information search process. The consumers who are well educated seek for more

information due to the greater confidence and also their ability to search and the make effective

use of the information gathered.

Situational constraints

Situational constraints as specified by Beatty and Smith (1987) are the quantity and availability

of information in the marketplace and also the time pressure on the consumer. These situation

constraints are also proved to affect the external information search of the consumer. The

quality and quantity of information from the external sources varies by market. According to

Cahill (1995), most of the consumers feel that they lack sufficient information from the external

sources to make a suitable and favorable decision while purchasing the property. Moreover

most of the consumers feel that they have less access to information especially after they have

decided to purchase the property. In regard to the uniformity of the access to the information, it

is found that the access to information is not uniform. Therefore this uneven access leads to

differing time period and differing intensity. This scenario makes the consumers more

dependent on the real estate agents in accordance with the information needed for the purchase

of the property. Since the agents are gatekeepers who are very biased in their suggestions, the

consumers are devoid of the actual information (Jud, 1983).

Time constraint is a part of the situational constraints which is of major consideration. This type

of constraint is directly associated with the real estate decisions. According to Baryla and

Zumpano (1995) time constraint reduces the level of the external information search by the

consumers. For example, considering a situation when a consumer is transferred to a new city in

regard with his work, this leaves him with less time to find a real estate property. This situation

reduces the extent of external information which the customer can obtain.

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Product determinants

Kiel and Layton (1981) in their research emphasize on product determinants as one of the

constraints which affect the consumer buying decisions. The variety, type of product features

and the price are some of the variables associated with the product determinants. In case of

products where the consumers perceive few differences between the available choices, they are

likely to make fewer comparisons and view fewer properties. Considering the innovative smart

houses requires the customers to acquire new information about the various features of the

house to analyze the beneficial factors. This analysis indeed requires a lot of information for

understanding and decision making. Moreover since the investment is high which leads to the

same amount of financial risk involved, the consumers look out for extensive information in

evaluating and selecting the right alternative.

On the whole the information search involving the external and the internal sources is to

develop an information base for the consumers to analyze and make the right decisions when

they are purchasing the house. The following discussion describes the methods in which the

consumers use the information base to evaluate the various alternatives.

Evaluation of Alternatives

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The researches indicate that the information gathering process is a two stage sequence; first the

consumer gathers information about the broad – based environment and the location variables.

Secondly the consumer gathers information on the individual housing unit variable (Talarchek

1982 and Cahill 1994). Evaluation of alternatives is the next most important part in the

consumer decision making process. Searching the market and the environment for all the

possible alternatives is generally not feasible. The consumer should establish certain limitations

in case of evaluating the choices. In the views of Brown and Moore (1970), Speare, Goldstein

and Frew (1975) and Wiseman (1980) the decision making process for purchasing a real estate

property falls into three stages namely the decision to relocate, selection of the destination and

finally the selection of the particular real estate property.

Engel, Blackwell and Miniard (1995) in their research indicated that the evoked set which the

reduced set of alternatives from which the consumer makes a decision regarding the purchasing

of the property is of major consideration in assessing the behavior of the consumer in the house

buyer market. In order to evaluate the alternatives from the evoked set to make the final

decision, the consumer should understand the salient attributes or the criteria which would

produce them the desired results. The real estate buyers in recent years conducted surveys

among the house buyers market to understand the salient features and its impact on the

customer behavior. But the varied list of salient features and the different rankings among

different markets lead way to complications in understanding the important salient features.

These scenarios lead to the continuous demand to better understand the local markets and the

salient features specific to consumers in each market (Kaynak and Meidan, 1980; Freiden and

Bible, 1982; DeLisle, 1984; Kaynak, 1985; Smith, Garbarino and Martini, 1992; and Bergsman,

1993).

According to Alpert (1971), if the salient features for the various choices in the evoked set are

equal then it is evident that it is not relevance in choosing among the alternatives. For example
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considering a situation in which the consumer believes that all the schools in the particular city

are good, then it may not be a deciding factor in purchasing the house even though the quality

of the school plays an important role. Therefore among the salient attributes, the attributes

which directly influence the evaluation of the alternatives and the decision over purchasing a

property is defined as the determinant attributes. Engel, Blackwell and Miniard (1995) in their

research has indicated that the determinant attributes are influenced by the situational

influences, similarity among the choices, motivation and also the knowledge regarding the

attributes.

The situation in which a decision is made or the situation in which a product will be used may

influence the attributes used in making the selection. For example, a homebuyer making the

purchase decision alone may use a different set of criteria than a buyer who is making the

decision as part of a family. A buyer may evaluate properties differently depending on whether

he is purchasing a house to occupy himself, furnish for his parents or rent to a tenant.

Decisions involving widely disparate alternatives (a single-family detached house, a mobile

home in a trailer park and a houseboat moored at a dock) require the consumer to use criteria

that are more abstract to evaluate the alternatives (Johnson, 1984, 1989; Bettman and Sujan,

1987; and Corfman, 1991). The more similar the options, the more the consumer can rely on

concrete criteria and price to make comparisons. Thus, identifying and valuing the attributes

used by buyers in comparing tract housing is easier than those used by decision-makers

choosing custom homes. To further examine the means by which consumers make choices

among alternatives, the following section discusses various types of decision rules that

consumers use in arriving at final decisions.

Internal Determinants of Consumer Behavior

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Each consumer possesses a unique combination of mental and emotional characteristics. This

section focuses on several established consumer behavior classifications of these internal

characteristics, including motivation, attitudes, perception, personality, self-concept and

lifestyle.

Motivation

Motivation is a need arousing a drive for a consumer to take action in an attempt to reach a goal

(Engel, Blackwell and Miniard, 1995). Needs arise from the discrepancy between actual and

desired states of being. Wants refer to specific products that consumers believe will satisfy the

need (Foxall and Goldsmith, 1994).

Needs can be classified as utilitarian or hedonic/experiential. Utilitarian needs lead to

consideration of objective product attributes or benefits, whereas hedonic needs elicit subjective

responses, pleasures and aesthetic considerations (Holbrook and Hirschman, 1982; and Havlena

and Holbrook, 1986). It is common for consumers to try to fulfill both utilitarian and hedonic

needs in a single purchase (Srinivasan, 1987).

Thus, when a couple has children, they may decide to buy a single-family house both to give the

family more room than found in an apartment and to satisfy an emotional desire to put down

roots. A valuation of property based on solely physical attributes may fail to capture the value

the buyer places on the ability of the property to satisfy nonfinancial and nonphysical needs

such as the desire for permanence. A more complete real estate valuation model will incorporate

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the psychological benefits the property is providing as well as the physical and financial

benefits.

As the discrepancy between the desired and actual state of being increases, a condition of

arousal called a drive is activated. Some of the more common drives that trigger a housing

move include: neighborhood deterioration, change in employment, increase or decrease in

income, preference for ownership, change in stage of family life cycle, family growth and

declining health (Brown and Moore, 1970; Lyon and Wood, 1977; Yee and Van Arsdol, 1977;

Hempel and Jain, 1978; Boehm and Mark, 1980; Clark and Onaka, 1983; McHugh, 1984; and

Litwak and Longino, 1987). Some real estate moves result from being pushed out of current

space, while others result from being pulled to a new location. The difference between the

current and potential situation encourages the resident to move (Clark, Knapp and White, 1996).

The decision to move in real estate is often portrayed via a stress model with stress specified

either as psychological or economic (Onaka and Clark, 1983). The models attempt to identify

the point at which the discrepancy between desired and actual states becomes great enough that

the perceived benefits of moving exceed the perceived costs (Brown and Moore, 1970; Speare,

1974; Huff and Clark, 1978; and Fokkema and Van Wissen, 1997).

Sometimes consumers are willing to endure a wide discrepancy between their desired and actual

real estate holdings because of emotional or psychological complications. For example, a retired

homeowner may prefer a house with a smaller yard, but does not want to give up the memories

associated with the family home. The consumer must overcome cumulative inertia as well as

psychological and social attachment to the house and neighborhood to make a change

(McGinnis, 1968).

Attitudes

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An attitude is an overall evaluation about something that combines cognitive beliefs, emotional

affects and behavioral intentions (Engel, Blackwell and Miniard, 1995). Attitudes may vary in

terms of strength, direction (positive or negative) and stability (Eagly and Chaiken, 1993). In

addition, not all attitudes are held with the same degree of confidence (Berger, 1992). Attitudes

based on direct experience with a product are usually held with more confidence than those

derived from indirect experience. Confidently held attitudes will usually be relied on more

heavily to guide behavior (Fazio and Zanna, 1978; and Berger, 1992). Consumers are more

likely to search for additional information before making a decision if they do not feel confident

in an attitude. Attitudes held with less confidence are also more susceptible to change. Given

this, it would be expected that experienced real estate consumers have developed stronger

attitudes about property types, locations and investment values than have first-time buyers.

They should be better able to articulate specific preferences and appear more logical in their real

estate decision-making processes because they would be acting in accordance with strongly held

beliefs. Relatively inexperienced buyers are likely to hold weaker opinions and be more easily

swayed by salespeople.

One of the most widely accepted frameworks of the relationship between attitudes and

consumer behavior is the Extended Fishbein model, also known as the Theory of Reasoned

Action (Ajzen and Fishbein, 1980). This model states that behavior is best predicted by

intention. Intention is a function of a person’s attitude toward a behavior contingent on

subjective norms that influence the behavior. Attitudes develop from beliefs about the

favorableness of a behavior and the strength of those beliefs. The model stresses subjective

perceptions and evaluations of behavioral consequences rather than objective measures. This is

an expansion from the original multi-attribute model that calculated a summated weighted

attitude score based on salient attributes, importance weights and beliefs about alternative

products. A compositional attitude model has been used by Lindberg, Garling and Montgomery

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(1988, 1989) in modeling housing preference and choice, finding that preferences may be best

predicted by a modified multi-attribute utility model, but choice may actually rely on the use of

heuristics.

Two consumers may use the same attributes to evaluate real estate choices, but have different

beliefs about property features and those features’ ability to satisfy their needs. One consumer

may believe that a two-story house design provides better separation of living and sleeping

areas while another may believe a one-story design is better. Thus, one consumer would value

the two-story house more highly and another would value the one-story house more highly even

though having separate living and sleeping quarters is an important attribute to both. Nelson and

Rabianski (1988) recognized that the value of single-family housing is a function of

demographic, economic and psychographic characteristics of the consumer. They identified

housing market segments that were defined in terms of differences in the relative importance of

various criteria. Housing can be classified into major types through the clustering of alternatives

seen by most probable buyers as providing similar use, not necessarily the most physically

similar properties. In appraisal, this would lead to setting the value for adjustments on the

beliefs of similar consumers, such as through surveys of recent buyers (Kroll and Smith, 1988).

The physical and psychological factors that may affect the perception of product attributes by

the most probable buyers should also be considered (DeLisle, 1985). Whether a positive attitude

leads to an intention to purchase a product and, subsequently, to its actual purchase depends on

several factors. Attitudes and intentions are more likely to be good predictors of behavior when

they are measured relatively close to the time when the behavior is to occur, before situational

influences and unexpected events can have an impact (Cote, McCullough and Reilly, 1985).

Thus, the question ”Do you plan to move in the next three months?” will be a more accurate

predictor of behavior than ”Do you expect to move in the next three years?” The level of social

pressure present in the purchasing situation also affects whether consumer behavior will be

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consistent with attitudes (Ajzen and Fishbein, 1980). While a homebuyer may dislike yard

work, the social pressures to raise children in a house with a yard may interfere with the

otherwise preferred purchase.

Another limitation to acting in congruence with attitudes is whether a consumer has volitional

control, that is, whether the person can perform the behavior at will (Ajzen, 1991). A consumer

may want to purchase a property, but need a lender to agree to a mortgage. Discrimination may

also limit a consumer’s ability to purchase a preferred property. Thus, real estate researchers

must attempt to identify as many of the constraints facing the consumer as possible to

accurately understand and predict behavior. In addition, the researcher should ask not only

about a consumer’s attitude toward a product, but the consumer’s intention to purchase the

product. This takes into account the price and social pressures that might inhibit a consumer

from purchasing the preferred product.

Perception

Perception deals with recognizing, selecting, organizing and interpreting stimuli to make sense

of the world (Solomon, 1996). Consumers tend to use perceptual filtering whereby they only

pay attention to stimuli deemed relevant to existing needs, wants, beliefs and attitudes and

disregard the rest (Janiszewski, 1993). For example, when someone decides to move, the person

will suddenly notice properties that may have been on the market for weeks, whereas someone

who is not interested in moving may not even notice advertisements of properties for sale or

rent.

An additional element of filtering relates to maintaining cognitive consistency or the tendency

to perceive stimuli so that they do not conflict with basic attitudes, personality, motives or

aspirations. Thus, people often see and hear only that which is consistent with what they already

believe. For example, a potential buyer’s decision about a property is often made based on just
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the initial impression of the exterior of the building. If the initial impression is positive, the

potential buyer is likely to notice all the good features inside the building that reinforce his

initial perception and desire to like the property. Real estate agents have long been aware of the

importance of curb appeal, which is a prime example of the impact of cognitive consistency.

When a consumer pays attention to a stimulus, he or she attaches meaning to it. The exact

meaning a consumer assigns to a stimulus depends on how a stimulus is categorized and

elaborated into beliefs and attitudes in relation to the consumer’s existing knowledge. Nasar

(1989) found that people use housing architectural style to infer the friendliness and status of its

residents. However, these interpretations varied with age, gender and social class.

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 RESEARCH
METHODOLOGY

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 3. RESEARCH METHODOLOGY

3.1 TITLE OF THE STUDY:-

All the findings and conclusions are based on the survey done in the working area within time limit. I

tried to select a sample representative of the whole group during my job training. I have collected

data from 100 respondents for studying (Consumer Buying Behavior With reference to “Coca

Cola”) Market Segmentation, selected randomly from different areas in Ghaziabad.

3.4 OBJECTIVES OF STUDY:-

PRIMARY OBJECTIVES:-

 To find out to which extent merchandising assets are being used by the retailers in promoting
the product of coca-cola
 To find out Market demand of Coca Cola and Thums up vis-à-vis Pepsi

 To study marketing strategies adopted by coca-cola.

 To study customer satisfaction about coca-cola products.

 To study the effect of RED on boosting sales of coca-cola products

 To find out Market demand of Fanta vis-à-vis Mirinda-O

 To find out Market demand of Limca, Sprite vis-à-vis Mirinda-L and 7up

 To find out Market demand of Maaza vis-à-vis Slice.

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SECONDARY OBJECTIVES:-

 To find out Market comparison of all the available brands of the soft drinks in the market.

 Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its brands.

3.5 TYPES OF RESEARCH:-

Date sources: sources of information are as follows:-

(1) Primary sources:-

Who’s the primary source??
Retailers are the primary source.

(2) Secondary sources:-

Researcher collected secondary information from Journals of Company, News
papers,Magazines.

Research Approach:-

Researcher followed one approach to collect the information

(1) Survey –Researcher contacted the retailers in the market place to gather the relevant
information.

(2) Number of Retailers contacted –100 Retailers.

 Survey Area: Kanpur& NEAR BY AREAS

1) Kanpur, Station road
2) Kanpur,Main market
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 3) Bhaguwala Market ,Kanpur Road

Researcher began his survey with route riding, i.e. traveling along with the sales persons on his daily

trip to service the retailers. Researcher asked the retailers about their uses of Coca-cola merchandises

and try to Asses the market share of the Coca-cola’s different brands. This is very important point as

it gave me an inside view of the whole setup and further on during the planning of any of the

promotions. Researcher was aware of the limitations and strengths of the environment he would be

working in. The various methods and principles adopted are listed below:

3.5 SAMPLE SIZE AND METHOD OF SELECTING SAMPLE:-

Sample size:-

The number of sample is 100 from Kanpur city, which fulfills the requirement. Each respondent is

treated as a case of detailed analysis.

Sampling design:-

Convenience sampling is used for this study. Convenience sampling is used in exploratory research

where the researcher is interested in getting an inexpensive approximation of the truth. As the name

implies, the sample is selected because they are convenient. This non probability method is often

used during preliminary research efforts to get a gross estimate of the results, without incurring the

cost or time required to select a random sample.

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Data collection method:-

For the accumulation of data the sources were primary and secondary data.

Primary Data:-

These data are raw material. They are the measurement observed and recorded as a part of original

study. They are original in character. The investigator or researcher directly collects this data. The

basic form of obtaining this data is by observing and questioning.

The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The

samples were drawn purposively from various areas for the relevance of the study. Discussions were

held with the general, branch manager and executives of the company to design and execute the

research

Secondary Data:-

They are not originally drawn by the researcher as fresh data. These are collected by some other

person for this purpose and published. These types of data can be collected through various sources.

For this study the secondary data were collected from magazines ,journals , references and websites

and manuals of the Idea.

Tools and techniques of analysis-

Percentage analysis and statistical tools were used in the study. The statistical tools used for data

analysis are Rank correlation and hypothesis testing. ANOVA and t – test had applied for hypothesis

testing.
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Rank Correlation = ( )

If Rank Correlation is negative we can say that there is no correlation between the variable, if rank

correlation is positive we can say that there is a relation between the variable, if the Rank correlation

is less than.06 we can say that there is a low degree of relation between the variable, if rank

correlation greater than .06 we can say that there is high degree of relation between the variables and

if Rank Correlation is very nearer to 1 such as .99 we can say that there is very high degree of

relation between the variable.

3.6 SCOPE OF THE STUDY:-

Study of Management of RED helps the management in the following ways:-

 It improves management’s ability to plan and control the sales of Coca Cola.

 It will certainly help the strategies for survival and growth of the Company.

 It avoids wastage and underutilization of resources which can be employed profitably.

 It is relevant to inflows and outflows conditions of the Company.

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3.7 LIMITATION OF THE REPORT:-

I found the following limitations during my actual project execution:-

 More stress was given on the primary data.

 The finding of the survey will be strictly based on the response of the consumers, since it is

difficult to ascertain the authenticity of the statements.

 All the observation and recommendation will be made on the feedback obtained from the

survey.

 The sample for the survey covered subscribers from India only.

 Thetime for the research was limited.

 The result islimited to the reliability of method of investigations, measurement and analysis

of data.

 People were not interested in filling questionnaire properly.

 It is very small research, which may be insufficient to give the real picture.

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 DATA ANALYSIS
AND
INTERPRETATION

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 6. SWOT ANALYSIS

STRENGTHS:-

Coca Cola competitive strengths include leading brands with a high level of consumer acceptance, a

worldwide network of bottlers & distributors of company products, sophisticated marketing

capabilities; & a talented group of dedicated associates.

 Coke Company has a good market reputation and a strong distribution network.

 Coke is having a multi brand strategy ad is looking for a great volume opportunity in India.

 Coke is presently no. 1 player in Indian Carbonated soft drinks market.

 Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains that

pioneering least.

 Pepsi and coke both have good brand image.

WEAKNESS:-

Sales of Coca Cola ready-to-drink nonalcoholic beverages are somewhat seasonal, with the second &

third calendar quarters accounting for highest sales volumes. The volume of sales in the beverages

business may be affected by weather conditions.

 Coke has less no. of retailers

 Less force - it has less no. Have owned bottling plant.

 It has not planned for setting up of any new plants where their competitor has planned to set

up several new plants.

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OPPORTUNITY:-

Over the next several years Soft Drinks Industry’s growth is expected to out pace the growth of the

world economy. By 2010 is projected to eclipse $650 billion in total revenue. There is tremendous

opportunity to grow our sparkling beverages in both developed & emerging markets.

 A rapidly growing market, which is expanding @ 205 every year.

 It can take the market very well with the new investment of Rs. 2400 corers.

 It can give a big jerk to its major competitor Pepsi it can increase its number of fountain to a

sizeable amount.

 Increasing trend of cold drink of different brands.

THREATS:-

Coca Cola Company competes in the nonalcoholic beverages segment of the commercial beverages

industry. Based on internally available data & a variety of industry sources, Coca Cola believe that in

2007, worldwide sales of Company products accounted for approximately 10% of total worldwide

sales of nonalcoholic beverages products. The nonalcoholic beverages segment of the commercial

beverages industry is highly competitive, consisting of numerous firms.

 It has a continuous threat from Pepsi as well as various other local soft drinks.

 Coke has a major market than Pepsi between the teenager as well as the student due to

advertisement of world cup cricket.

 A large amount of expenses on the advertisement.

 There is no proper policy of distributing the merchandising assets of the company to the

retailers.
74 | P a g e
LIMITATION:-

Despite the possible efforts in conducting the research, there were some unavoidable situations,

which limited the scope of the project.

 Considering the population, the sample taken for present study seems small and hence further

investigation may be required.

 The sample taken for study was not of equal distribution so a comparative study cannot be

made.

 Some of the retailers were non-cooperative in giving information, which hampered the actual

calculation.

 Time available for research was very short so certain aspects have been overlooked.

 Retailers were hesitant to provide the complete information due to fear of misuse of

information.

 Respondents may sometimes misinterpret the questions, leading to a different answer.

75 | P a g e
 FACTS
&
FINDINGS

76 | P a g e
 4. FACTS& FINDINGS

 It improves management’s ability to plan and control the sales of Coca Cola.

 It will certainly help the strategies for survival and growth of the Company.

 It avoids wastage and underutilization of resources which can be employed profitably.

 It is relevant to inflows and outflows conditions of the Company

 More stress was given on the primary data.

 The finding of the survey will be strictly based on the response of the consumers, since it is

difficult to ascertain the authenticity of the statements.

 All the observation and recommendation will be made on the feedback obtained from the

survey.

 The sample for the survey covered subscribers from India only.

 Thetime for the research was limited.

 The result islimited to the reliability of method of investigations, measurement and analysis

of data.

 People were not interested in filling questionnaire properly.

 To find out to which extent merchandising assets are being used by the retailers in promoting

the product of coca-cola

 To find out Market demand of Coca Cola and Thums up vis-à-vis Pepsi

 To study marketing strategies adopted by coca-cola.

 To study customer satisfaction about coca-cola products.

77 | P a g e
 5. ANALYSIS & INTERPRETATION

FIGURE 1

Out of Coca-Cola and Pepsi Beverages India Limited

whose GSB do you have ?

PBI
11%

Coca-Cola
14% PBI
Coca-Cola
Both
Both
5%
None
None
70%

 Out of the sample size which has been covered only 11 % of the shops had Pepsi’s
GSB’s vis a vis to 14 % of Coca-Cola’s GSB’s.
 14 % of the sample size had the GSB’s of both the major players of the soft drink
industry.
 70% of the sample size didn’t have any of the GSB’s displayed.

78 | P a g e
FIGURE 2
Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

14% 13%

14% Rank 1 Rank 1

Rank 2 49% Rank 2
Rank 3 Rank 3
38%

72%

 72% of the shops having Pepsi GSB’s got the 1strank according to their visibility
status on the other hand only 14% of the retailers got the rank 2nd and 3rd each. This
shows that retailers who got the GSB as display material from the company are
using them satisfyingly.
 49% of the shops having Coca-Cola GSB’s got the rank 1staccording to their visibility
status on the other hand 38% of the retailers got the rank2nd and only 13% of the
retailers got the rank 3rd. This shows that in comparison to Coca-Cola, Pepsico.’s
GSB are being used in more proper way.

79 | P a g e
FIGURE 3

Out of Coca-Cola and Pepsi Beverages India Limited

whose DPS Board do you have ?

PBI
27%
PBI
Coca-Cola

Coca-Cola Both
None
8% None
62%
Both
3%

 Out of the sample size which has been covered 27 % of the shops had Pepsi’s DPS
Boards vis -a -vis to 8 % of Coca-Cola’s DPS’s.
 3 % of the sample size had the DPS Boards of both the major players of the soft
drink industry.
 62% of the sample size didn’t have any of the DPS Boards displayed.

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*DPS-DISTRIBUTOR PROMOTINAL SIGNAGE*FIGURE 4
Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

0% 12%
18%

18%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3

70%
82%

 82% of the shops having Pepsico. DPS Boards got the rank 1staccording to their
visibility status on the other hand 18% of the retailers got the ranks2nd and nobody
got the 3rd. This shows that retailers who got the DPS Boards as display material
from the company are using them satisfyingly.

 70% of the shops having Coca-Cola DPS Boards got the rank 1staccording to their
visibility status on the other hand 18% of the retailers got the rank2nd and only 12%
of the retailers got the rank 3rd. This shows that in comparison to Coca-Cola,
Pepsico.’s DPS Boards are being used in far more satisfyingly.

81 | P a g e
FIGURE 5

27% 25%
37%
11%

PBI COCA-COLA BOTH OWN

 Out of the sample size, which has been covered 37% % of the shops, had
CocaCola’s refrigerator vis a vis to 25 % of Pepsi’s refrigerator. This shows that
percentage distribution of the refrigerators of Coca-cola co. is more than Pepsico. .
 11 % of the sample size had the refrigerator of both the major players of the soft
drink industry.
 27% of the sample size didn’t have any of the company’s refrigerators; they are
using their own refrigerators for the chilling purpose.

82 | P a g e
FIGURE 6
Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

8% 0%

33%
24%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3

68% 67%

 68% of the shops having Pepsico. refrigerators got the rank 1staccording to their
visibility status on the other hand only 24% of the retailers got the ranks2nd and 8%
of the retailers got the rank 3rd. This shows that retailers who got the refrigerators as
display material from the company are not using them satisfyingly.

 Only 33% of the shops having Coca-Cola refrigerators got the rank 1staccording to
their visibility status on the other hand 67% of the retailers got the rank2nd and none
of the retailers got the rank 3rd. This shows that in comparison to Coca-Cola,
Pepsico.’s refrigerators are being used in far more proper way.

83 | P a g e
FIGURE 7

How many Bottles of PBI/ Coca-Cola do you have in

your fridge

PBI, 4260
4500
4000 Coca-Cola, 3368
3500
3000
PBI
2500
Coca-Cola
2000
1500
1000
500
0
PBI Coca-Cola

FIGURE 8

Availabity Comparision between Pepsi and Coca-Cola at the

Outlets - using Coca-cola Merchandising Asset

Coca-Cola

44% PBI
PBI Coca-Cola
56%

 In the CocaCola’s refrigerators 56% of the Pepsi bottles were found. This shows
84 | P a g e
 that CocaCola’s refrigerators are not being used to optimum by the retailers in
promoting CocaCola’s products.

FIGURE 9

Reasons for not optimum use of Refrigerator / Ice Box

at outlets ?

Shortage
Shortage
13%
Other
Problem of the Problem of the Empty
36%
Empty bottle bottle
17% Irregularity of the Salesman

Other
Irregularity of the
Salesman
34%

 While giving the reasons for not using the Coca-Cola’s refrigerators 34% of the
retailers blame it to the lack of regular services from the company (irregularity of the
salesman), 17% of the retailers voted to the problem of the empty bottles of
Hindustan Beverages India, 13% voted for the shortage of the different packing.

 Despite of all the above reasons a huge segment 36% blame it to different other
reasons for below optimum use of refrigerators.

 Out of the 36% other major reasons low demand (33%) and lesser capacity
refrigerators (34%) got the maximum share.

 Despite of all the above there are even major number of retailers who blame it to the
unfulfilled promises from the company professionals.
85 | P a g e
FIGURE 10

Approximate sale of the retailer

100
90
80
70
60
50
40
30
20
10
0
0.5 to 2 3 to 5 6 to 10 More Than 10

FIGURE 11

Approximate sale of the retailer

More Than 10 0.5 to 2

18% 8%

6 to 10 3 to 5
28% 46%

86 | P a g e
  The sample size shows that maximum portion (around 46 %) of the retailers whose
sale are between 3 to 5 crates daily and only 8 % are the ones who are selling less
that two crates.

FIGURE 12

How the retailler gets display material from the

company ?

70

60

50

40

30

20

10

0
Schemes Gift Sharing / Draft Other

FIGURE 13

How the retailler gets display material from the

company ?

Gift
40%
Sharing / Draft
21%

Other
Schemes 6%
33%

87 | P a g e
  The sample size gives us the brief idea about the pattern of distribution of
merchandising assets by the companies. Most of the retailers (around 73%) are
getting the display material through different schemes or as the gifts.

88 | P a g e
FIGURE 15
Market Demand of different packings of Soft-Drinks

200ml 2lt
30% 26% 2lt
1lt
500ml
1lt 300ml
7%
200ml
300ml 500ml
23% 14%

 This gives us an indication, where the better prospects lies. In which particular type
of packing little innovation can do wonders. This provides us with an idea where we
should concentrate.
 The sample size shows that there is huge demand of 2lt pack (26%) and 200ml
bottles (30%).
 300ml bottles with 23% shares the 3rd position and 500ml. Shares the 4th position of
the demand total demand with the market demand of 14%

89 | P a g e
FIGURE 16

Market Demand of Softdrink ( Cola )

500

400
Pepsi
300
Coca-Cola
200
Thums-up
100
S1
0
Pepsi Coca-Cola Thums-up

FIGURE 17

Market Demand of Softdrink ( Cola )

Thums-up
24%
Pepsi
39% Pepsi
Coca-Cola
Thums-up

Coca-Cola
37%

 Sample size shows the comparison between the market demands of each of cola
drink.
 Pepsi is on the top, shares the demand of 39% from the market.

90 | P a g e
  Coca-Cola seconds with the shares of the demand of 39% from the market beating
Thumps up with the remaining 24%

FIGURE 18

Market Demand of Softdrink ( Orange )

290
280
270 Fanta, 285
260 Mirinda-O, 260
250 S1
240
Mirinda-O Fanta

FIGURE 19

Market Demand of Softdrink ( Orange )

Mirinda-O
48%
Fanta
52%

 Sample size shows the comparison between the market demands of each of Orange
drink.

 Mirinda and Fanta are almost head to head with 48% and 52% market demand.

91 | P a g e
 Though Fanta is having 4% more share than Mirinda Orange.

OPERATING GROUP:-

The Operating Group of Coca-Cola. The map is segmented into Coca Cola Operating Groups:

Africa, Eurasia, European Union, Latin America, North America, Pacific, Bottling Investments.

Certain prior year amounts have been reclassified to conform to the current year presentation.

5) In 2007, Coca Cola adopted Financial Accounting Standards Board (FASB) Interpretation No.

48, "Accounting for Uncertainty in Income Taxes" and recorded an approximate $65 million increase

in accrued income taxes in their consolidated balance sheet for unrecognized tax benefits, which was

accounted for as a cumulative effect adjustment to the January 1, 2007 balance of reinvested

earnings.

6) In 2006, Coca Cola adopted Statement of Financial Accounting Standards (SFAS) No.158,

"Employers' Accounting for Defined Benefit Pension and Other Postretirement Plans -- an

amendment of FASB Statements No. 87, 88, 106, and 132(R)."

7) Coca Cola adopted FASB Staff Position (FSP) No. 109-2, "Accounting and Disclosure Guidance

for the Foreign Earnings Repatriation Provision within the American Jobs Creation Act of 2004" in

2004. FSP No. 109-2 allowed the Company to record the tax expense associated with the repatriation

of foreign earnings in 2005 when the previously unremitted foreign earnings were actually

repatriated.

8) Coca Cola adopted FASB Interpretation No. 46(R), "Consolidation of Variable Interest Entities,"

effective April 2, 2004.

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 RECOMMENDATIONS

&

SUGGESTION

93 | P a g e
 8. RECOMMENDATIONS& SUGGESTIONS

1. Company should do something to meet its demand in the market. Because there is an

acute shortage of Coca-Cola 2Lts party pack and tin pack because of the shortage, Coca-

Cola is not only loosing the present market share but also providing way to the rivals. For

this either plant size can be expanded or some more production equipments can be

installed.

2. Since the market capacity is huge salesman needs time at every retailer to satisfy him and

tell him about the different products, packaging, schemes etc. it’s quite difficult for him to

visit every shop on his route everyday. Therefore, there is necessity to divide his route into

two parts and increase the total number of routes.

3. Sometimes salesman for different routes keeps on changing very frequently (in a very

short period). This should be prohibited because every sales man needs time to get

adjusted to a particular route and even to know all the shops on the route.

4. Salesman is working for 15 to 16 hours regularly during the peak season at very low

reimbursement, which may sometimes kill his interest. Therefore there is a need of fixing

up his working hours. Delivery van should be ready when he comes into the depot in the

morning. There should be different labour for shipping or de-shipping the delivery vans.

5. Company professions must not make the false promises about the merchandising assets

with the retailers. These retailers must get the proper information and guidance about the

company policies on the merchandising assets. So that there must be no frustration

94 | P a g e
 generated.

6. Though the GSB’s and DPS Boards are being used by the retailers satisfyingly but still

there is need of the guidance for the retailers.

7. Schemes should be transparent and made clear to the retailers.

8. As maximum number of retailers are selling around 3 to 5 crates daily. Our schemes

should be revolving around this percentage only. And while formatting the different

schemes this should be kept in mind.

9. For this salesman can be provided with some kind of guidance/ training, so that they can

clear the queries of the customers about the different schemes/ proposals

10. Retailer benefit schemes, which the company launches time by time during the whole

year, must be made clear to all the retailers.

11. Customers can be informed about the schemes through the broachers.

12. Broachers can be distributed to all the retailers for the schemes that are being launched

once in a year. And for the daily schemes which get change on daily bases and which

depends on the stock availability providing details about the day's schemes/ after a paper/

pamphlet on different products can be sticked to the delivery van signed by the ASM or

anybody authorized. So that every retailer if needed/ required can verify himself about the

daily schemes.

95 | P a g e
13. Company professionals should visit the field more regularly and they must try to visit

every retailer at least once in a month.

14. A proper trust and relationship building process is required with the retailers, which need

to be worked on.

15. Above figures shows the market demand comparison between the different products of all

the flavors available in the market. Which show that we can gain market share through

Coca-Cola’s Limca and Sprite. So we should concentrate more in completing the market

demand of these products.

16. Above figures shows the market demand comparison between the different packs

available in the market. Which show that we can gain market share through concentrating

more on 2Lt. and 200ml. pickings. So we should concentrate more in completing the

market demand of these packing

17. Other products and packing like Sprite and 300 ml. Whose demand is going down require

proper attention and strategy.

18. Most of the respondents wants to increase the flavours of the Coca Cola Ionized beverages

as they have been consuming the same flavor over a period of time.

19. Promotion and promotional schemes need to be propagated in the rural areas so as to tap

the unsaid and unclaimed potential of the rural life and habitat.

20. Well, I would advise the Company to reduce the price affixed to each and very of

beverages so that all the classes and categories of the people can have the pleasure of
96 | P a g e
 drinking the Coca Cola product.

CONCLUSION

97 | P a g e
 7. CONCLUSION

After conducting the research, Researcher found that there are two categories of retailers. The first

one is of those retailers, which just want to increase their assets, for them the sale doesn’t matter

according to them they can only increase the sale if the company will invest in them or in their

shops. These types of retailers will only work for the company, which invest in them hugely. And

if at any moment they found company has lost or lowered their interest in them they will again

shift to other major player. Other kinds of retailers are those who are more bothered about working

hard and build their reputation in the market. These types of retailers are using the merchandising

assets to their optimum level. And sometimes if they are unable to do so it’s because of the

irregularity of the salesman (when the salesman on the route gets changed) or because of the

shortage of the different products/packing.

 There is a requirement of the company professionals to visit these retailers continuously.

So, that they can understand the market.

 Suggest changes accordingly. Despite of this, salesman and other company professionals

who visit these retailers must not do the false promises. Due to this retailers loose their

confidence in the company.

 There is also the need of the transparent schemes and marketing mix that the retailers can

understand more properly.

98 | P a g e
  But all these services can be delivered when a company retain its customers and biggest

loophole in retaining customer for Market. And market is the foremost thing that customer

wants.

 This case of Coca Cola Company is related to the Patna Region where the company is the

leader in the both the Market Shares & the Sales Volume. After RED was introduced in

Patna, the Company continuously tried to improve its RED Score Card.

 Most of the respondents prefer to take the beverage on the basis of taste.

 Out of the whole lot of the Coca Cola products most of the people prefer to take Maaza in

Large quantities.

 Majority of the people know the beverages of Coca Cola thru advertisements.

 It is heartening to notice that the availability of the Coca Cola Product is excellent.

 The Coca Cola products are always found in its optimum condition in which it is expected to
be.

 It has come to my notice that most of the customers are unsatisfied with the price of the
beverages.

 Almost all the respondents take the beverages on the basis of personal judgment.

 Also it is good to observe that most of the people are aware of the promotional schemes
offered by the Company.

 All the products in the Visicooler are kept in a systematic way(CLOJ).

 It has been observed that most of the people visualize the activation boards properly in front
of the Outlets.

99 | P a g e
ANNEXURE

100 | P a g e
 9. ANNEXURE

Name of the SHOP ______________ Tel No.__________________

ADDRESS _____________________________________________

1 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU HAVE?

a. PEPSI B COCA-COLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

2 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD DO YOU

HAVE?

a. PEPSI B COCA-COLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

3 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE REFRIGERATOR DO YOU

HAVE?

a. PEPSI B COCA-COLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

101 | P a g e
 1 2 3

4 HOW MANY BOTTLES OF COCA-COLA DO YOU HAVE IN YOUR FRIDGE?

COCA-COLA __________________ TOTAL ________________

5 WHAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR / ICE BOX TO ITS

FULL STRENGTH?

A.SHORTAGE [ ] B. EMPTY PROBLEM [ ]

C. IRREGULARITY OF THE SALESMAN [ ] D. OTHER [ ]

6 APPROXIMATELY HOW MANY CRATES DO YOU SALE?

a. 0.5-2 [] B. 3-5 [] C. 6-10 [] D. MORE THAN 10 [ ]

7 HOW DO YOU GET THE DISPLAY MATERIAL FROM THE COMPANY?

a. SCHEMES [ ] B GIFT [] C SHARING / DRAFT [ ] D OTHER [ ]

8 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?

( ) 2 LT. ( ) 1 LT ( ) 500 ML ( ) 300 ML ( ) 200 ML

9 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?

102 | P a g e
 a. ( ) PEPSI ( ) COCA-COLA ( ) THUMS-UP

b. ( ) MIRINDA-O( ) FANTA

c. ( ) MIRINDA –L ( ) LIMCA ( ) MOUNTAIN-DEW ( ) SPRITE

( ) 7-UP

d. ( ) SLICE ( ) MAAZA

Thanks

If you Have Any Suggestion…………………………( )

Signature

103 | P a g e
 10.BIBLIOGRAPHY

Name of the books used for the reference and their authors.

 1). Kotler, Philip, Marketing Management, Delhi, Pearson education Pvt. Ltd.,
2004

 2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt.
Ltd., 2003,pg.14-26.

 Ramaswamy, “Marketing Management”,

Websites Referred:-

http://www.coca-cola.com

www.financialexpress.com

www.businessworld.com

www.cocacolacompany.com

www.cocacolaindia.com

http://www.google.com

MAGAZINES:-

Time Education Magazine

Business Today

104 | P a g e