Submitted in partial fulfillment of the requirement for the award of Master of Business Administration degree (MBA) From Gautam Buddh Technical university(GBTU), Lucknow ( formally U.P. Technical University, Lucknow Batch (2009-11)
Under the guidance of: Mr. Suneel Ghai (GM Marketing)
Mr. P.K. Kanchan (Area & sales Manager)

Submitted by: Ahsan Ahmad Khan Roll No. 0901670007



A Project Report On

AT BRINDAVAN BEVERAGES PRIVATE LIMITED In Partial Fulfillments of Master in Business Administration (2010-11)
UNDER THE GUIDANCE OF : Mr. Suneel Ghai (GM Marketing ) Mr. P. K. Kanchan(Area & Sales manager) SUBMITTED BY : Ahsan Ahmad Khan Roll No- 0901670007


This is to certify that Mr. Ahsan Ahmad Khan student of MBA (2010-2011), RBMI. Group of Institutions Bareilly, has undergone summer training at Brindavan Beverages Ltd. Bareilly under the able guidance and supervision of Mr. P.K. Kanchan (Area & sales Manager) of Brindavan Beverages Ltd Bareilly for a period of eight weeks commencing from 01st June to 30th July 2009. His project Title was “A STUDY OF CONSUMER PREFERANCES REGARDING COCA COLA & IT’S PRDUCTS”. He has pursued his summer Training project in Bareilly office of the company. His observations, findings & recommendations are highly appreciable and may be useful & implementable for the company. To the best of my knowledge no part of this report has been reproduced from any other report and the contents are based on original research.

Signature (Faculty Guide)

Signature (Student)


This project report bears the imprints of many people who were either directly or indirectly involved in the successful completion of this project work. I wish to accord my sincere gratitude to Brindavan Beverages Ltd., Bareilly for accepting me as Summer Trainee in their esteemed organization. I expressed my sincere indebtedness to Mr. Suneel Ghai, General Manager Marketing of coke for his able guidance & active association & constructive suggestions, which immensely helped in the preparation of this project at all stages. I am thankful to Mr. P.K. Kanchan (Area & sales Manager) who has given me ample guidance in preparation of this project. I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates open to all facilities & giving me an opportunity to work in a congenial environment during the course of my involvement in this project report.

Ahsan Ahmad Khan


Summer Training in any organization is an attempt to provide the student a practical Input and Exposure to the Real world situation in which he has to work in future. My training in COCA-COLA was an attempt in this direction. The project work provided me , was a survey title based on E.D.S.(Every Dealer Survey). it was to find out the Effect of Merchandising and Route Assessment on Productivity/Sales, Availability of product, MKT. Condition, Demand & supply of product, Distribution Channel, Cooler display, warm display across various outlets under 7 distributors in Bareilly City. The Extract of the work is presented in this report under various headings as, Introduction, Company’s Profile, Project Introduction, Methodology, Data analysis, Suggestions and Conclusions. This report provides me a chance to study and analyse the practical aspects of the topic (Merchandising and Route Productivity). It enhanced my knowledge in the field of marketing. This project also gave me the chance to improve logical thinking and interacting patterns. While working on the project, we came to know about the latest marketing strategies and trends prevailing in the market. The way of selling and distribution network of Coca Cola was different.


Chapter Subject Page No.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Research Objective Company Profile Comparative Analysis Marketing Strategy of Coke Data analysis and interpretation Research Methodology Findings and Analysis Limitations of Research Field Experience Recommendation Conclusion Annexure Bibliography

6 7 17 20 40 59 62 65 67 68 70 71 76



The main objective of my Research is "A STUDY OF CONSUMER PREFERENCES REGARDING COCA COLA & IT’S PRODUCTS". This study also includes the following sub objectives: • • • • • To study the market of Coke. To study the brand image of Coke. To know the effect of promotion activities on customer preference regarding Coke. To identify the loyalty of customer towards Coca Cola. To measure the specific reasons for satisfaction and dissatisfaction level of customer.



DOUGLAS N. DAFT Chairman of the Board and Chief Executive Officer

The Coca-Cola Company
Douglas N. Daft was elected chairman, Board of Directors, and chief executive officer of The Coca-Cola Company on February chairman of the Board in the 17, 2000. Mr. Daft is the 11th of the Company.


Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia office. He held positions of increasing responsibilities throughout Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.

In December 1988, Mr. Daft was named president of the North Pacific Division and president of Coca-Cola (Japan) Co., Ltd. He moved to the Company’s Atlanta headquarters In 1991 to assume the responsibility of Group and in 1999 his responsibilities were expanded president of the Pacific the Company's

to include

Africa Group, and Schweppes Beverage Division, as well as the Middle and Far East 8

Group.s Mr. Daft was elected president and chief operating officer of The Coca Cola Company in December 1999. .

Although Coca-Cola® was first created in the United States, it quickly became popular wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by many more. Today, we produce more than 300 brands in over 200 countries. More than 70 percent of our income comes from outside the U.S., but the real reason we are a truly global company is that our products meet the varied taste preferences of consumers everywhere

The cola industry has phenomenal possibilities for rocketing profit growth inspite of the sign of relief heaved by the manufacture at the abrupt sensational termination of coca cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a status symbol to it..., generated by the sub standard, penetrated, advertising and extensive distribution network. Total soft drink segment is growing at the rate of 10% per year still if international standard area considered the per capita consumption of three serving in rock bottom less than even our neighbors Pakistan and Bangladesh, where it is four more as much. So with kind of a market potential coke entered in India in 1991 after the permissions of setting up Britico Food company to coke was granted by the government in Pune in


1992 the plant was established for is deducted then the bottle are taken out of the line and cleaned again or rejected. The most important step is the mixing of drink concentrate dissolved in the soft water the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz. After the crowing of the bottle the crown contains the manufacturing data batch number and Time. After crowing the bottle, the bottle comes again at checking screen for checking the bottle.

Coke is a households name and is the lips of every one. In present time every person know the name of coca cola since India is one of biggest market and sultry summer from march the end of October and huge population has immensely helped in the sales the sales of coke in India and its making it more economical. Last years, the market share of Coca Cola was not specific. In this year company’s top management adopted new policy and increased the rate of all brands of coke. By this decision top management determined the rate of 300 ml / 10Rs. And the brand of 200 ml determines the rate of this brand 7Rs. By which medium size family and lower level family can be taken the enjoy of coke. By this decision company’s marketing share has been increased.In present time coke is captured approximate 60% market share in cold Dinks line. Now coke has defeated all the soft drinks company. According to service and according to advertising coke has appropriate position.It has now emerged as the winner and has a good image in the market.


The mission of the Coca-Cola Company is to increase shareowner value over time. The company accomplished the mission by working with its business partners to deliver satisfaction and value to customers and consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis.

COCA-COLA: Developed in a brass pot in 1886, Coca-Cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.

SPRITE: In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for CocaCola. Sprite is now the fastest growing major soft drink in the U.S., and the world's most popular lemon-lime soft drink.



The name "Fanta" was first registered as a trademark in Germany in 1941, when it was used for a few years for a soft drink created from available materials and flavors. The name was then revived in 1955 in Naples, Italy, when it was used for the "Fanta" orange drink we know today. It is now the trademark name for a line of flavored drinks sold around the world.

DIET COKE: The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called Coca-Cola light in some countries). Diet coke quickly became the number- one selling low-calorie soft drink in the world.

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



This is thirst-quenching beverage features a fresh and light lemon-lime taste and a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the Coca-Cola Company in 1993. MAAZA : Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non carbonated mango soft drink with a rich, juicy m natural mango taste.

THUMPS UP : In 1993, The Coca-Cola Company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian Cola.

KINLEY WATER: This is thirst-quenching beverage features fresh the fresh water with the saturated oxygen level.

SUNFILL: This is thirst-quenching beverage features a fresh and light orange taste and a lighthearted attitude. 13

 The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India.  Through Coca-Cola system resulting in consumer & customer preference and loyalty through Coca-Cola is commitment to them and in a highly profitable Coca-Cola Corporate branded beverage system.

The mission of coca cola in India is:  Increase in shareholder's value over time.  To achieve the above by working with business partners to deliver satisfaction and value to customers and consumers through world wide system of superior brand and services thus increasing the brand equity.  To achieve the mission the company seeks the contribution from each of the given areas:  People working in the company.  Commitment of the company.  Goals & objectives of the company.  Environmental policy.  Internal control. 14

 Policy & producers.

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done far the company. 1. 2. COBO (Company Owned & Operated Bottling Operation). FOBO (Franchise Owned & Operated Bottling Operation). After 1993, when coca cola re enters Indian market, done a lot of changes in the existing system of the soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of it’s own bottling operation in India. In year 1997, company did a major investment of $700 million in India by purchasing other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Company has full ownership and operational right for these type of operations. The other type of bottling operation for the company are called Franchise Owned and Operated bottling Operation, to these, the company has given the right to produce the product for the company and to supply with in the territory assigned by the company. Company has no ownership or operational right/control over these.



In India Company have 26 COBO and 14 FOBO operations for the production and control of the whole operation in India. These are divided in to various zones that are given in the marketing mix section of this report.


Coca-Cola being 11 years older than pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share. but the coca-cola people are finding it hard to keep away pepsi, which has been narrowing the gaps regularly. the two are posing threats to each other in every nook and corner of the world. while coca-cola has been earning most of its bread and butter through beverage sales, pepsi has a multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in india with different strategies and tactics to attack the rival. coca-cola is focusing upon the joint ventures with the existing bottlers { fobo } franchise owned bottling operations to enhance its control on manufacturing and marketing of its products range and attain the quality standards of its class. Countering it pepsi has taken the battle in its own hands by floating as investment of $ 95 billion to set pepsi company. india holdings, as subsidiary for { cobo } company owned bottling operations. both the companies are following different path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market. both consider india a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of 80. therefore, they are putting in their best efforts to woo the indian consumer who has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the international norms minutes, a major hurdle to cross over for both the athletes for getting no.1 position comparison to the inter. coca-cola is well 18

set with its 53 bottling sites through out the country giving it an edge over competition by processing a well-built bottling and distribution set-up. on the other hand, pepsi, with two more years in india, has been able to set an image of a winner in india and has been able to get the pulse of the india soft drink market. the soft drink giants are leaving on stone unturned and her for the long terms. Coca-Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in india. firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. they want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. in coca-cola camp, the idea of competition has not come from pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc. pepsi is quite aggressive in its approach to indian consumer. they are desperately working on the strategy to be winners in the hot cola war between two big barons. according to pepsi philosophy, it’s the madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out their competition. pepsi had plumbed a large on the visibility of its blue red and white logo. they have been going with aggressive marketing by putting amir khan, akshay kumar and their advertisement to endorse their brand, the role models for its targeted consumer the teenagers. they have increased the fizz in the market place by introducing the dispensers called fountain pepsi and has been enjoying a lead over its rival there. Coca-Cola on the other hand, has been working on the saying slow and steady wins the race’s side by retailing to


every more of its competitor. they have procured the shield of thums up with a handsome market share in indian soft drink market.

Countering pepsi’s international commercial that used two chimpanzees to cock a snoop at coke, thums up come with the ad line, don’t be bandar, taste the thunder. also thums up has been positioned now very near to that young image of pepsi and giving it a though time.

These cool merchants have put everything on fire. it coke got the status of the official drink of wills. world cup, pepsi blushed as nothing official about it. as thums up projected as ‘saaree jahan se achcha’ pepsi was passionate enough with ‘freedom to be’ and now the “yeh dil mange more” when thums up came with thunder blast, the other offered ‘pepsi stuff card’. if red is meant for coke, pepsi has chosen to be blue.

Marketing Mix and Strategy Of Coke

Marketing mix of any organization consists of 4 P's i.e. product, price, place and promotion having its own significance, which varies from one organization to the other. In Coca-Cola the information about all the 4 P's that can be available to me is given here: PRODUCT: Product mix of Coca-Cola consists of the various brand packs and flavors given in the table. Product strategy of the Coca-Cola is to promote all the brands available in all the brands packs and to introduce the product in new flavors and. even new product. Regarding this Kinley soda is introduced. Fanta in green apple flavor is also introduced. PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me, but as done for the different product of the company, company has priced the product same as that of its major competitor or the market leader. PLACE: The Coca-Cola Company in India is governed from its corporate office located at Gurgaon in Haryana. It governs the working of five zones covering whole India these zones are: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone. These zones are divided in to various, plants, which govern the area assigned to them. The areas are the various distribution centers called distributors and C&F agents. Then comes the retailers/customer for the company's product, they receive goods from distributors and C&F agents. Finally consumer is there, having the product from the customer's shops or delivered to their home, it is more clearly visible through this chart. The Coca-Cola Company, which gave its reach to the mouth of billions of people all around the world having a wide distribution, 21

network. In India, the pace and speed at which Coca-Cola has widened its business is really amazing. Distribution network is the biggest strength of the company. PROMOTION: This part of the marketing is playing a very vital and important role in the current situation in India. Looking at the competition and promotion and advertising budget of both the companies coca cola and Pepsi, one can easily estimate the importance of this.

What is a brand ?
A brand is name, term, sign, symbol or design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A Trade mark is "a brand or a part of brand that is given legal protection because it is capable of exclusive appropriation." Manufacturers can use their own brands (known as Manufacturers' brands) or brands of their distributors (Distributors' brands).

Why branding?
Manufacturers/ distributors use brand names for a variety of reasons from simple identification purposes to having legal protection for unique features of the products from imitations and help consumers recognize certain quality parameters. In 22

some cases, brands are just used to endow the product with unique story and character which itself can be a basis for product differentiation.

Special importance of brands for soft drink products
While brands can represent all types of goods or entities, they have special importance for products. Brand equities are stronger in soft drink products as the consumer is reluctant to try unknown brands/ unbranded products for the following reasons • • • These products individually account for a small part of household spending. Most of these products are for personal use. In many cases, it is difficult to differentiate a product on technical or functional grounds and therefore the consumer is reluctant to switch to an unknown brand. • Successful brands generate strong cash flows, which enable the owner of the brand to reinvest a part of it in the form of aggressive advertisements/ promotions. This reinforces the perceived superiority of a brand.

Value of a brand is represented by the incremental cash flow resulting from a product with a brand versus a product without a brand name or with weaker brand name. Brand valuation is a complex process and involves a lot of subjectivity. There are no


widely accepted techniques of brand valuation. There are several considerations which cannot be standardized or quantified such as • • • • To pre-empt competition from taking over a brand Synergy with the company acquiring existing brands/ businesses Strategic entry into a new product category Prevent damage to existing brands. Many a times stiff competition results in price cutting, aggressive promotions, lower margins for all the competing brands. • Confidence in the acquirer of the brand to rejuvenate a languishing brand.


Marketing or Distribution channel refers to the set of marketing intermediaries

which manufacturer's link together to reach their products to the ultimate consumers. Depending on the product, nature of market and manufacturers' resources/strategy, there can be one or more links between the manufacturer and consumer. Manufacturer – Retailers Manufacturer - Wholesalers – Retailers Manufacturer - Stockists - Wholesalers - Retailers.

In India, there are over 5 million retail outlets dispersed all over the country. The retailing industry provides employment to over 18mn people. 1 out of every 25 families 24

in India is engaged in the business of retailing. Ownership and management are predominantly family controlled. However in sharp contrast to developed countries, unit average size of a retail outlet in India is very small. Organized retailing, however, has been a recent phenomenon and is relatively undeveloped. There are no large super market chains/ shopping malls. Consumers are unwilling to pay a premium for convenience shopping as their counterparts in the western countries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which offer products at reasonable prices, have been fairly popular, Department Stores and Food Stores are slowly gaining popularity. A large number of corporates have recently ventured into retailing. The retail outlet in India can be broadly categorized as follows: Grocery stores General purpose stores Food stores Pan bidi shops Chemist/ drug stores Cold chains The relative share of grocers dropped from over 50% in the early 90's to 35% in the late 90's. Chemist outlets on the other hand, have been expanding their product range to include high margin FMCG products from shampoos to ketchup. Pan-wallas are also emerging as full fledged consumer product outlets.


Themes for Coca-Cola Advertising

Themes for Coca-Cola Advertising (1886-1999) 1922 1924

Thirst Knows No Season Refresh Yourself 1925 1926

Six Million a Day 1927

It had to be good to get where it is 1929


The Pause That Refreshes

Around the Corner from Everywhere 1935

Friends For Life 1939 1942

Thirst Asks Nothing More The Only Thing Like Coca-Cola is Coca-Cola Itself 1948 27 1949

Where There's Coke There's Hospitality 1952

Along the Highway to Anywhere 1957

What You Want Is a Coke Sign of Good Taste




Be Really Refreshed The Cold, Crisp Taste of Coke 1963 1969

It's the Real Thing Things Go Better with Coke 1974 1975


Look Up America

Look Up America 1976

Coke Adds Life 1978 1979

Have a Coke and a Smile


Coke Adds Life

Direct marketing : In direct marketing manufacturers reach the consumers
directly. Direct marketing can be undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A new innovative approach to direct marketing viz 31

multilevel marketing is becoming increasingly popular. Also gaining ground slowly is Etailing i.e. selling products through the internet.

Market Research
Market research activities encompass studies on:market characteristics measurement of market potential and size, market share analysis, competitive products, new products acceptance/ product preference, sales (region wise, consumer wise etc) analysis, short/ long term sales forecasting, advertisement effectiveness post-shipment data (actual shipment by manufacturers), retail stores audit (actual sales at sample outlets) trade feedback and distribution, brand recall, point of sale material etc. It requires skilled people for data collection as well as analysis. Several large consumer companies have in-house MR department. Most others retain specialized and professional MR agencies. The significance of market research has increased considerably in the recent times as



Size of operations of major players has increased to national and international markets.


Marketing executives are physically away from the market and hence the need for flow of information.


In the environment of increasing competition and multiple products competing for consumers' preference information about the market has tremendous utility.


Information is required for segmenting the market and appropriate pricing and positioning of the products.

Market research approach :
Typically, a market research activity involves the following 5 steps, Problems definition This forms the basis of research and failure to identify the problem precisely will result in finding a correct solution for a wrong problem.

Research design: The next step is to set out objectives of research clearly,
determined data collection methods to finalize research instruments and sampling plan.

Field work: After finalization of research design, the actual data collection
begins. It can be done by the agency on its own or through subcontracting to third parties. Data is collected by questionnaires/ direct interviews, telephonic interviews, simple observation etc.


Data analysis: The next step forms the heart of research activity. It involves
extracting meaningful information from the data collected and analyzing the information statistically and also from business perspective. Statistical techniques include simple/ multiple linear programming models, time series, exponential series, regression analysis, simulation, Marko chain process etc.

Report preparation: The final step is to prepare a report, present major
findings in a manner amenable to managerial decision taking. There may be some follow up and revalidation required.

Test marketing refers to testing out product and marketing mix with a small number of well chosen consumers which are representative of the target segment. Test marketing is frequently used by consumer companies, in contrast to industrial companies which prefer feedback through informal channels. Test marketing improves knowledge of target consumers, potential sales and is an effective tool to pre-test alternative marketing plan. In most products, it is important to check trial rates as well as re-purchase rates.

Consumer panels refer to a set of consumers with different demographic characteristics (so as to be representative of target population) who agree to cooperate in market research, typically for a consideration. Market research agencies 34

and companies try to collect information on buyer's characteristics by introducing a new product to the consumer panels. The firm estimates trials as well as the repeat purchasing by this method. There are statistical models to forecast market shares, demand, brand switching etc.


Advertising consists of non-personal form of communications. The

communication is conducted through trade media under player sponsorships. Advertising aims at providing information about the product arouse demand for the product and emphasize on superior features of the advertised product over others. Players have to decide on overall advertisement budget, message and mode of presentation, type of media, timing etc. They invariably do post audit of advertising efficacy. Promotions are of two types viz. pull promotions where consumers are incentivized and push promotion where dealers/ retailers are incentivized. There are several forms of promotion such as distributing free samples, discount coupons, gift offers for consumers and target based incentives and display schemes etc for retailers. Marketers also sponsor charity programs, sports etc to promote corporate/ brand image.



Distribution management is a logistics control process that applies situational understanding from both the operational and logistical common operating pictures in order to dynamically control and synchronize the flow of materiel through the distribution pipelines, including retrograde and lateral distribution. The last part of the definition - retrograde and lateral distribution - is critical to future success and is often overlooked in distribution management schemes. Our ability to move materiel in any direction through the pipelines provides an economy of effort that actually becomes a force multiplier. In this manner, distribution management becomes a key enabler of logistics transformation, by reducing materiel requirements to only those that are needed and by leveraging stock age positioning to reduce the total cost of sustainment. Distribution Management: - When you're operating multiple plants over a large geographical area, knowing exactly what you have and where it's located can be a tremendous competitive advantage. Frontier's Distribution Management components allow you to access real-time inventory and shipping information across your enterprise, as well as historical audits that can help with planning for the future. With Frontier, you'll always know your inventory requirements and availability for every product, at every plant. You can instantly find transit status for parts and finished goods. Frontier helps you plan more efficient truck loading and shipping routes. You'll also enjoy shipping and billing that is tightly integrated from the initial sale through Accounts. A definition of dynamic control is also required before we go further. Dynamic control is the distribution manager's ability to rapidly set and change priorities and modes of transportation in response to the war fighter's requirements. If 36

Quartermasters cannot dynamically control the delivery of supplies and materiel, we remain at the mercy of the transportation system and will be forced into the comfort and expense of a stockage-based supply system.

Advanced Forecasting Advanced Pricing Advanced Stock Valuation Agreement Management Bulk Stock Valuation Enterprise Facility Planning Inventory Management

BSR-(Bonded storage area) 1. 2. 3. Daily report Physical stock verification Full movement report 37

4. 5. 6. 7.

RG 1 Leakage and Breakage Report Stock covered with tarpaulin Shipping office house keeping

1. 2. 3. 4. 5. Check for pending ERA Breakage report Physical stock verification Breakage handing over to store House keeping of empty yard









Cola carbonated sugar

Flavour 200Ml. water 300Ml. 500Ml. 1.5 Litre 2 Litre

Coke, Thumsup







+ 200Ml.



Carbonated Water+ 300Ml. Sugar 500Ml. 1.5 Litre 2 Litre Mirinda Pepsi

Fruit Juice

Mango Treated sugar

Pulp+ 250 ML water+



Slice Flavor + 200Ml. Limca

Pepsi Coca-Cola

Cloudy Lemon


Carbonated Water+ 300Ml. Sugar 500Ml. 1.5 Litre 2 Litre Mirinda Lemon Pepsi


Clear Lemon


Flavour+ 200Ml.



Carbonated Water + 300Ml. Sugar 500Ml. 1.5 Litre 2 Litre 7’Up Dew Pepsi



PAGE NO. 40 41 42 43


44 45 46 47 48 49 50 51 52 53 54 55 56 57

Table- I Prefer to have cold drinks

Response Yes No Total

No of Respondent 100 00 100

Percentage ( %) 100% 00% 100%


Analytical Interpretation: The given Chart & Table show that the most no. of respondent like to take cold drink because it gives the full satisfaction in the hot and humid day. It was found that 100% of respondent likes to take the soft drinks and 00% respondents don’t want to take cold drinks. The people who don’t prefer are because of their taste and preference. They are of the perception that Lassie and Nimbu pani are beneficial than the carbonated soft drinks.

Do You Like Cold Drinks?

100 00 100

100% 00% 100%



Yes No


Analytical Interpretation:
The given Chart & Table show that the most no. of respondent like to take cold drink because it gives the full satisfaction in the hot and humid day. It was found that 100% of respondent like to take soft drinks and 00% respondent don’t want to take cold drinks. The people who don’t prefer are because of their taste and preference. They are of the perception that Lassie and Nimbu pani are beneficial than the carbonated soft drinks.

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

Percentage (%)

6 0 5 0

5 4

3 5 4 0 3 0 2 0 1 0 0 1 1

L ss th n2 e a


M reth n4+ o a


Analytical Interpretation: The given diagram & table show the frequency of taking cold drinks in a day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35% of respondent takes 2 – 4 cold drinks a day. And 11% of the respondent likes to takes more than 4 cold drinks in a day. The people who consume more than two cold drinks have a habit of a high consumption. For them a change in price doesn’t changes their demand to a great extent. They also maintain a brand loyalty in the brand they are regularly consuming.

Preference of flavours

Flavour Cola Citric Lemon Orange Others Total
4% 5 4% 0 3% 5 3% 0 2% 5 2% 0 1% 5 1% 0 5 % 0 % C la o C ic itr 2% 6 4% 1

No of Respondent 41 26 21 10 02 100

Percentage 41% 26% 21% 10% 02% 100%

2% 1

1% 0 2 %

O ne r g a

L mn e o

O es th r


Analytical Interpretation: The given graph & table show the most popular flavour in cold drinks is Cola. It was found that the 41% respondent likes the Cola Flavored, 21% of respondent likes the Lamon flavored, 26% of respondent likes the citric flavour, 10% likes the Orange flavour and only 2% likes the other flavored.

Preference of Brand name


No of Respondent

Percentage (%)

Yes No Can’t Say Total

56 39 05 100

56% 39% 05% 100%

5 %

3% 9 5% 6

Ys e N o Cn S y a ’t a

Analytical Interpretation:

The graph & table clear view regarding the importance given to a brand name while choosing the cold drinks. It was found that the 56% of Respondent

says Yes and 39% of respondent say No and the only 5% of respondent not in a position to say anything.

Factors Influences choosing particular Brand

Response Brand Flavour Advertisement Chilled Total

No of Respondent 28 48 06 18 100

Percentage (%) 28% 48% 06% 18% 100%

Analytical Interpretation: The chart and diagram shows that the way respondent likes the particular brand of cold drinks. It was found that 48% of respondent likes the because of flavour, 28% respondent likes the cold drinks because of brand, 18% of respondent likes because of chilled and only 6% of respondent likes because of advertisement. 46

Opinion towards Popular Brand

Brands Coke Pepsi Others Total

No of Respondent 58 21 21 100

Percentage (%) 58% 21% 21% 100%

6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % Ck oe Ppi es O es th r Sr s eie 1

Analytical Interpretation: The given diagram gives the view regarding the most popular and demanded brand. It was found that the 58% of respondent preferred the Coke as most popular brand, 21% of respondent say Pepsi as most popular brand, 16% of respondent referred the coke as the popular brand and the only 21% of respondent say others was a the most popular brand.

Availability in retailer’s shop


Response Cola Citric Fruit flavored Total
6% 1

No of Respondent 61 30 9 100

Percentage (%) 61% 30% 9% 100%

7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 % C la o

3% 0

9 %

C itric

F it fla o re ru vu d

Analytical Interpretation: The given chart table shows that the most available flavour on the respondent retailer’s shops. It was found that the 61% of respondent (Consumers) say that they find Cola flavour on their retailer’s shop.30% of respondent found the citric flavor on their retailer’s shop. Science cola flavour is a Universal flavour in India, with consumers of all age, sex and preference accepting it whole heartedly.

Availability in College Canteen/Locality/Colony

Brand Coke Pepsi

No of Respondent 51 47 48

Percentage (%) 51% 47%

Others Total

02 100

02% 100%


C oke 47% 51% Pepsi O thers

Analytical Interpretation:The graph & table gives the information regarding the available the available brand on their college canteen or a colony or a locality. It was found that 51% of respondent found the Coke brands of cold drink highly available while 47% of respondent said that they found Pepsi brand as highly available and only 02% of respondent said that they found other brand like Frooti or others brands highly available. This difference in the response is because of the consumption of different brands in different segments.

Opinion towards Taste
• In a cola flavor.

Brand Coke Pepsi Total

No of Respondent 75 25 100

Percentage (%) 75% 25% 100%sup Tu p hm
Ck oe Ppi es

2% 5

4% 6

2% 9


Analytical Interpretation: The given table and diagram gives the idea of the respondent opinion regarding the Cola flavour drink. It was found that the 75% of respondent likes the Coke and the only 25% respondent likes the Pepsi flavour.

In Citric flavored?

Brand Mountain Dew 7`Up Sprit Total

No of Respondent 41 30 29 100

Percentage (%) 41% 30% 29% 100%

2% 9 4% 1 S rite p M u ta D w o n in e 3% 0 7 p `U


Analytical Interpretation: The given table and Diagram gives the idea of the respondent opinion regarding the citric flavour drink. It was found that the 41% of respondent likes the Mountain Dew, 30% of respondent likes the 7 UP and the only 29% of respondent likes the Sprit in Citric flavored. The consumers of Mountain Dew say that it has a better and genuine taste than the Sprit flavored of Coke. •

In orange flavored?

Brands Miranda Orange Fanta Others Total

No of Respondent 64 28 08 100

Percentage (%) 64% 28% 08% 100%

8% 28% Fanta 64%

Miranda Orange



Analytical Interpretations: The above given table and chart show the opinion of the respondent regarding Orange flavour. It was found that the 28% of respondent likes fanta of COKE brand, 64% of respondent likes the Miranda of the PEPSI brand and 8% of respondent likes the other soft drinks of orange flavour.

In Mango flavour.

Brands Mazza Slice Others Total

No of Respondent 37 22 41 100

Percentage (%) 37% 22% 41% 100%

4% 1

3% 7 M zza a Slice 2% 2 O e th rs

Analytical Interpretations:
The above shown table and chart gives the view regarding the opinion of respondent about the Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand. One of the greatest


advantages with Frooti is that it comes in tetra pack which is a one way pack. People find it convenient to take it home for consumption. Even coke and Pepsi have introduced tetra pack in the Mango drink recently but it will definitely take some time take away market from the market leader. Also Frooti is a well established brand has available in tetra pack for a long time.

Cause of Choosing Brand

Subject Blend Brand Image Availability Advertisement Total
4% 0 3% 5 3% 0 2% 5 2% 0 1% 5 1% 0 5 % 0 % B n le d 2% 0

No of Respondent 20 38 26 16 100
3% 8

Percentage (%) 20% 38% 26% 16% 100%

2% 6

1% 6

B n Im g ra d a e

Aa b v ila ility

A v rtis m n de e e t

Analytical Interpretations: The graph & table above say that why the respondent like their favoured brand. It was found that 38% of respondent likes his brand because of brand Image, 26% of respondent likes because of availability, 20% of because of Blend and only 16% of advertisement. Brand image refer to the perception of the customers regarding the


choice of a particular brand. It comes with the kind of advertisement brought by the company. Blend over here refers to the taste of the flavour demanded.

Most appealing Brand advertisement

Brands Coke Pepsi Total

No of Respondent 52 48 100

Percentage (%) 52% 48% 100%

4% 8 Ck oe 5% 2 Pp i es

Analytical Interpretations: The given chart shows that the respondent about the most appealing brand advertisement. It was found that the 52% of respondent says that Coke advertisement is most appealing, 48% of respondent says Pepsi advertisement is most appealing one. The advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik Roshan, Karishma Kapoor and Amir Khan who are highly acceptable by the public. The advertisement of Coke featuring Amir Khan with a punch line “Thanda Matlab…………….Coca-Cola” It was a super hit which took Coke not only to the rural markets but also overturned the market of Pepsi. 54

Most appealing Brand Punch Line

Brand Coke Pepsi Total
3% 8 4% 0 3% 5 3% 0 2% 5 2% 0 1% 5 1% 0 5 % 0 % Ck oe

No of Respondent 68 32 100

Percentage (%) 68% 32% 100%

3% 2

3% 0

Ppi es

Tu p u h ms p

Analytical Interpretations: The chart shows the opinion regarding the most effective punch line in respondent view. It was found that 68% of respondent feel that Coke punch line is most effective, 32% of respondent feels Pepsi ‘Punch line is most effective, Major no. of people thinks that the most effective punch line is ‘Thanda Matalab……….Coca-Cola” and

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

Opinion towards product, which is promoted by celebrity


Response Yes No Can’t say Total

No of Respondent 40 32 28 100

Percentage (%) 40% 32% 28% 100%

28% 40% Yes No 32% Can’t say

Analytical Interpretations: The group & table show that the people like the product of it promoted by a celebrity. It was found that 40% of respondent said that they the product because of the celebrity shown in the advertisement consuming it, 32% of respondent says No about the celebrity promotion, 28% respondent not in a position to say anything. In India people have a great craze for their favorite celebrities’ They have a lot of love for their favorite celebrities they want to imitate by doing what they do as shown in the advertisement

Opinion towards Pricing Strategy
Response No of Respondent 56 Percentage (%)

Yes No Can`t Say Total

64 22 14 100

64% 22% 14% 100%

1% 4

Ys e 2% 2 6% 4 N o Cn S y a `t a

Analytical Interpretations: The given table & diagram shows that how effective the companies facility the consumer. It was found 64% of respondent says yes. 22% of respondent says No and 14% respondent can’t say anything. India is a mass market for the consumer product but at the same time it is also a very “Price Sensitive” Market. So with a small decrease in price results in a drastic increase in the demand. Since soft drink is a consumer product, the price has a great influence on the demand of the product.



The success of any survey is depends upon resources, quality and timing and integrity of the surveyor who compiles the primary data. So it is a very important task is to manage all the available resources which make impact on the quality of survey. RESEARCH DESIGN Descriptive Research

ApproachThe approach behind a surveyor the project varies with the purpose of the survey. Under this report, "quantitative" approach is used which is concerned with the objective assessment of the availability and display that is clearly visible and can be easily quantified. No subjective assessment is involved in this report.

Area of Survey-For performing any survey a sample is selected from the
population. All the consumers are chosen from different location of Barielly City.

Planning: For a successful compilation and best result within a limited time the
planning was must. In this way the first step was to design an appropriate data form we can say it questionnaire that covers all the mandatory areas of information that is to be analyzed. The data form which I was used to collect data was designed by my immediate supervisor.

Sampling Design


Design is the plan, structure & strategy of investigation conceived so as to attain answer to questions' to survey and to control the variances. According to this project's / survey's purpose the analytical, interpretive/objective design was chosen.

Data Collection Method:
• •

Primary Data Secondary Data

The two sources for data collection are documentary or secondary and field or primary is used. Because I have to collect the information, which is fickle in nature, the availability and display of the product changes even each and every day, therefore questionnaire is selected as the survey instrument. The forms used for the survey were close-ended questionnaire consisting of various items. I have covered Barielly City & took data of different areas it was great to visit company like "Coca-Cola", season like "Summer" and product like "Cold Drink", combining all the factors together make the sample design for the project very important for the real extract from the market. According to my judgment and to cover all the major areas the sample was selected. The sample size was 100 consumers.

Statistical Tools: Representation of statistical data by diagram, graphs, charts or
pictures is more effective than tabular representation being easily intelligible to a layman, indeed diagrams is most essential whenever it is required to convey any statistical information to the general public.


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

1. Bar Diagram : Mode of diagrammatic representation of data is the bar diagram.
In this method bar of equal width are taken for the different items of the series. The length of the bar represents value of the variables concerned.

2. Pie Chart : It is a circle whose area is divided proportionately among the different
components by straight lines drawn from the center to the circumference of the circle. When statistical data are given for a number of categories and we are interested in the comparison of various categories or between a part of the whole, such a diagram is very helpful in effectively displaying the data. Sample Size Type of Sampling : : 100 Convenience Sampling.





SWOT ANALYSIS STRENGTH:  Coca-cola Potential brands position in the market.  Good quality and innovation of product for long term customer relationship.  Good advertising campaign, and brand ambassador.  Advertisement campaign more effective and change punch line make. Emotional touch with customer and retail.  High investment in research and development.  Coca-cola has a good market share.  Segment of coke product to every age group.  To satisfy of retail or through schemes SGA, display. WEAKNESS:  Lack of proper distribution in many areas.  Lack availability 1 it & 1.5 it product pack.  Lack supply of Kinley water in the market.  Rising No. of date dealers that will wrong effect in market condition.  Retailers are not getting schemes at the time.  No distribute enough signage to retailers.


OPPORTUNITY:  Coke is able to capture large mkt. Share.  More monopoly counters of coke brand.  To improve market mix (Product, price, promotion, place).  To increase the sale of Kinley water.

THREATS:  Pepsi is the major competitors, that means watch myopia in the market every time.  Pepsi have captured major market of 200 ml, 300 ml, 500 ml,& 2 lt .  Retailers divert to pepsi because they are getting good schemes & Increase local brand in the market.


1.The area of study is limited to the merchandising and route productivity aspects of the system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company, so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed.


6. Interaction skills as well as the behaviour of the respondents also played as a constraints during the research.


The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed. Keeping this in mind i have tried my best to collect the reliable data. During this process I came across a Variety of experiences some interesting and some bitter one’s. After knowing the utility of the survey some of the respondents filled up the questionnaire sincerely whereas some of the other were not interested in it . How ever, most of respondents were friendly and cooperative and willingly filled up the questionnaire with utmost sincerity and to best of their knowledge. Barring few exceptions I had a pleasant time with respondents. I hope that the respondents did not feel the interview insipid and boring. I got the opportunity to interact with different people of different areas in Bareilly City


Doing a survey on consumers market provided a lot of insight into the dynamics of the market place and with it valuable insights were also gained into the psyche of consumer and owners.

1. SUPPLY The demand of Thums up & Maaza far exceed the supply especially in case of 200ml and pet bottles. Few shop owners’ clamed that many a times no supply is made for 3 days and some times even more. Sometimes the delivery vans of Coca-Cola starts late from the distribution point and that of rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft drinks from the delivery van which arrives first. Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles. When dealing with the shop and the eatery owners some salesman do exchange bottles while some do not? All flavors and all size of bottles are kindly available in the market. The supply of 600 ml bottles , In Bhojipura ,is very poor.


Owners confirmed that Company representatives don’t come when called repeatedly. The Company must ensure that the representatives do visit an outlet at least once in 3 days to listen and to attained to complaints, if any. 3. SALES PUSH BY EAT & DRINK OUTLET The Company easily influenced many eatery owners, which provide them with better facilities. There was a tendency to push the product of the Company which ever offered them better scheme or benefits.

The Company must ensure that the representatives do visit an outlet at least once in 3 days to listen and to attain to complaints.



From this summer training and project titled "Merchandising and route productivity" in Coca-Cola, I have learned a lot about real practical work being done in the market I have also watched & learned the practical applicability of the various things that we have studied theoretically. I observed on the basis of survey in Bareilly city that Coca-Cola lay emphasis on merchandising in order to become the No.1 brand in soft drink industry the report was finds out the availability of different flavor and packs. Cola-Cola adopt a good customer relationship management, it is focus on the, segment of the product because each segment is affected by different sets of factor which hamper or enhance sales. Each segment had its own Pros & Cons. So we have to understand the various segment of soft drink industry that which flavor is existing more in the market, Such as Thums-up strong brand of coke which is more popular in young generation. I also observe about fate dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate dealer is influence wrong direction to the market. They are supply product at high margin with low scheme. As we know till now since ill soft drink industry the concept of brand loyalty is not in that shape in which it is in countries. So company could take some steps to be to have a good report with the retailers why supply them regularly and provide them with other monetary benefits.




1. Name of the Respondent:2. Address: 3. Age group: (a) Below 15 (d) 25 – 35 1. Educational Background (a) (b) (c) (d) Matric & Below Intermediate Graduation Post Graduation

………………………… …………………………

(b) 15 – 20 (e) 35 – 45

(c) 20 – 25 (f) Above 45

2. Do you take cold drink? (a) Yes (b) No

7. If yes how frequently? (Daily) (a) Less than 2 (b) 2 – 4 (c) More than 4

8. Which flavour do you like most? (a) Cola (d) Lemon (b) (e) Citric Others. (c) Orange

9. Do you give importance to brand name while choosing your cold drink? (a) Yes (b) No (c) Can’t Say

10. Which brand you prefer most? (a) Others 71 Coke (b) Pepsi (c) Both (d)

11. You like the particular brand of cold drink because of? (a) Brand (b) Flavor (c) Advertisement (d)

Chilled 12 In your opinion which brand of cold drink is most demanded or popular? (a) Coke (c) Pepsi (d) Others.

13. Which brand is more available in your retailer’s shops? (a) Cola (b) Citric (c) Fruit Flavored.

14 Which brand of cold drink do you find most in your college canteen/colony/locality? (a) Coke Brand (b) Pepsi Brand (c) Others.

15. In your opinion which soft drink is better taste? (i) In Cola Flavor (a) Coke (ii) (c) Pepsi

In Citric Flavoured. (a)Sprite (b) Mountain Dew (c) 7`Up

(iii) (a)

In Orange flavoured. Fanta Others. (b) Miranda Orange (c)


In mango Flavoured. (a) Mazza (b) Slice (c) Others.


Why do you like your brand? (a) Blend (b) Brand Image 72 (c) Availability

(d) 17.


Which brand advertisement appeals you most? (a) Coke (b) Pepsi (c) Others.


Most effective punch line in your opinion of? (a) Coke (c) Pepsi (b) (d) Thumps up Others.


You like the product which is promoted by the celebrity? (a) Yes (b) No (c) Can’t Say


Do you think that the pricing strategy adopted by the cola companies fascinate the consumer? (a) Yes (b) No (c) Can’t Say


Any Suggestion:-

…………………………………………………………………………………………………… …………………………………………………... ……………………………………………………………………………….......

Thank You, Signature


1. Research Methodology, Kothari. C.R., Research Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003. 2. Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition. 3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003. 4. cola.com> 5. Merchandising www.distributing-company.com. 6. Retailing, Company Souvenirs. & Route Productivity, www.ask-jeeves.com, Company Profile, Web-Site:- www.coca-cola.com <http://www.coca-

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