THE INDIAN PUBLIC SCHOOL

ENTREPRENEURSHIP PROJECT

2022-2023

SHIVANI KARTHIKEYAN
12- COMMERCE
A PROJECT ON MARKET SURVEY - COCA COLA
OBJECTIVE OF THE PROJECT

The main objectives of conducting Market Survey are:

 By conduct a market survey, it will give an indication about the product whether the
product I have taken meet the needs of the target market

 To find out the feasibility of marketing of soft drink

 To identify our target market and their needs

 To find out if the suggestions provided are beneficial to the customers

 To understand the factor that influence buying decisions

 To grasp an idea about the similarities and difference between the product and
customers and competitors’ product

 To know about the market dynamics

MARKET SURVEY

Market survey research involves analyzing a given market in order to gain insight into the
buying potential and attributes of the target audience for a product or service. The main goal
and objective of a market survey are to collect data surrounding a target market such as
competitor analysis, pricing trends, and customer expectations. Market surveys are
instruments for gathering direct input from the target audience to better identify their
characteristics, desires, and needs. By doing so, the progress of a new path can be guaranteed
furthermore the responses to these surveys may help with product marketing and feature
enhancement.

Reason for choosing Coca Cola company for my market survey

The drink has always been branded as being 'unique'. This uniqueness was demonstrated not
only in its taste, but also in its marketing efforts like the logo and the contour bottle. The
company has been very strategic with its brand building. The survey was conducted to study
more on the strategy of Coca Cola and to acquire a feedback of customers on Coca Cola
products.
IMPORTANCE OF MARKET SURVEY

 Understanding the target market’s demand and supply chain: A product is more likely
to succeed if it is produced with the target market’s demand and supply in mind.
Marketers will gain insights into industry capacities and absorb emerging products and
ideas to improve customer-centric products and features in this manner
 Market surveys for segmentation: A company can identify potential and prospective
buyers through on line survey templates and understand whether customers choose
their products/services and prospects have not made a purchase
 To assess consumer loyalty: What is the level of loyalty that consumers have for a
company? A consumer study can be used to find the answer to this issue
 To create buyer personas: These tests are used to create buyer personas by learning
about client desires, inclinations, and buying skills
 To investigate different facets of the target market: Online surveys help obtain
information on factors such as market size, demographic information such as age,
gender, family income, etc to create a road map that takes into account the market’s
growth rate
 Accurate product launch: Business online surveys provide advertisers a forum to assess
the potential performance of upcoming products and adjust their product strategy based
on the reviews they get.
PURPOSE OF MARKET SURVEY

Gain crucial customer feedback

The key goal of the industry study is to provide marketing and business administrators
with a forum to gather critical knowledge about their clients to maintain current
customers and attract new ones.

Recognize the customer’s proclivity to purchase products

Details such as when consumers can pay a certain amount of money on their
goods/services, consumer preference levels toward upcoming features or products,
their views on rival products, and so on.

Improve existing goods and services

An online survey demands analysis that may also be used to improve existing products,
assess customer loyalty levels, collect data on their market experience, and build a
consumer identity using knowledge from an existing clientele database.
Make well-informed business decisions
Data gathered using market surveys is instrumental in making major changes in the
business which reduces the degree of risks involved in taking important business
decisions.
MARKETING MIX

The marketing mix is defined by the use of a marketing tool that combines a number of
components in order to become harden and solidify a product’s brand and to help in selling
the product or service. Product based companies have to come up with strategies to sell their
products, and coming up with a marketing mix is one of them. It is a set of marketing tool or
tactics, used to promote a product or services in the market and sell it. It is about positioning
a product and deciding it to sell in the right place, at the right price and right time. The
product will then be sold, according to marketing and promotional strategy. The components
of the marketing mix consist of 4Ps Product, Price, Place, and Promotion in the business
sector the marketing managers plan a marketing strategy taking into consideration all the 4Ps.
Product in marketing mix:

A product is a commodity, produced or built to satisfy the need of an individual or a group.

The product can be intangible or tangible as it can be in the form of services or goods. A
product has a certain life cycle that includes the growth phase, the maturity phase, and the
sales decline phase. It is important for marketers to reinvent their products to stimulate more
demand once it reaches the sales decline phase. It should create an impact in the mind of the
customers, which is exclusive and different from the competitor’s product. This strategy also
helps the company to build brand value.

Price in marketing mix:

The price of the product is basically the amount that a customer pays for to enjoy it. Price is the most critical
element of a marketing plan because it dictates a company’s survival and profit. Adjusting the price of the
product, even a little bit has a big impact on the entire marketing strategy as well as greatly affecting the sales
and demand of the product in the market. Things to keep on mind while determining the cost of the product
are, the competitor’s price, list price, customer location, discount, terms of sale, etc.
Place in marketing:
This is where and how the product or service is purchased by the customers. It also entails
where the product is stored and manufactured. Digital transformation has evolved how
products are sold - online, small local shops or global producers. This marketing plan also
considers where the product is advertised and in which format, such as magazines, online ads,
radio, infomercials or film product placements.

Promotion in marketing:
Promotion refers to reaching the target audience with the right message at the right time. It
gets the word out and is an effective way to conduct a sales promotion and connect with
consumers. A promotional strategy aims to show consumers why they would need a certain
product and the reasons for buying it over other products. The core of marketing
communications, product promotions push out specific and meaningful advertising through
popular channels.
INTRODUCTION TO COCA COLA

The Coca-Cola Company, the worlds leading soft drink maker operates in more than 200
countries and sells 400 brands of nonalcoholic beverages. Coca-Cola is also the most
valuable brand in the world. Coca-Cola is a globally recognized successful company. The
Coca-Cola story began in May of 1886 and continues for more than a century through the
times of war and peace, prosperity and depression and economic boom and bust. As late as
the 1990's, Coca-Cola was one of the most respected companies in the world, a master of
brand -building and known as a very successful management team. The "Coca-Cola"
trademark was registered in 1893, although it was seven years earlier that pharmacist Dr.John
Styth Pemberton created fragrant caramel coloured syrup that went on sale as a soda fountain
drink in Atlanta, Georgia. Large-scale bottling began in 1894, after the rights to bottle and sell
Coca-Cola across most of the US were sold for just US$1.
PROFILE OF COCA COLA

The Coca-Cola Company, a beverage company, manufactures, markets, and sells various
nonalcoholic beverages worldwide. The company provides sparkling soft drinks; flavored and
enhanced water, and sports drinks; juice, dairy, and plantbased beverages; tea and coffee; and
energy drinks. It also offers beverage concentrates and syrups, as well as fountain syrups to
fountain retailers, such as restaurants and convenience stores. It was founded in 1892 and
today engaged primarily in the manufacture and sale of syrup and concentrate for Coca Cola
a sweetened carbonated beverage that is a cultural institution in the United States and a global
symbol of American tastes. The company also produces and sells other soft drinks and citrus
beverages. With more than 2,800 products available in more than 200 countries, it is the
largest beverage manufacturer

Headquarters in Atlanta
Industry Beverage
January 29, 1892; 130 years ago
Founded
Atlanta, Georgia, U.S.
 John Stith Pemberton (as Coca-Cola)
Founders  Asa Griggs Candler (as The Coca-Cola
Company)

Headquarters Atlanta, Georgia, U.S.

Area served Worldwide
James Qunicey (chairman and CEO)
Key people
Brian Smith (president and COO)
 Berkshire Hathaway (9.28%)
Owners  The Vangaurd Group (7.25%)
 BlackRock (6.56%)
Coca Cola Company’s Vision

''Our vision is to ensure great work place for employees to maintain high productivity,
bringing high quality beverages to satisfy different tastes while maintaining sustainable
communities for future generations and maximum profits for shareholders.'' The new vision
satisfies the vision statement criteria as it matches it all. We ensured that it covers the short
comings of the previous vision which were: Forward looking and memorable. The new one is
linked to future generations which matched the criteria of forward looking and is shorter and
memorable compared to the previous one.

Coca Cola Company’s Mission

The mission of Coca cola is as follows: Our Roadmap starts with our mission, which is
enduring. It declares our purpose as a company and serves as the standard against which we
weigh our actions and decisions.
 To refresh the world
 To inspire moments of optimism and happiness
 To create value and make a difference
Also, it states that they want to please their customers “to inspire moments of optimism and
happiness”.
MARKETING MIX OF COCA COLA

Coca Cola marketing strategy helps the company to position itself competitively in the
market and achieve its business goals & objectives.
Product
The company boasts an extensive showcase of product portfolio summing up to 500 still and
sparkling brands. It provides more than 3000 beverage options and some of the most famous
brands from the company's portfolio are: Coca Cola, Sprite, Fanta, Diet Coke, Coca Cola
Zero, Coca Cola Life, Dasani, Minute Maid, Ciel, Powerade, Simply Orange, Coca Cola
Light, Fresca, Glaceau Vitaminwater, Del Valle, Glaceau Smartwater, Mello Yello, Fuze, Fuze
Tea, Honest Tea, Osewalla, Powerade Zero. Coca Cola products are sold in various packaging
and sizes. For example, its core product Coke is sold in 200ml, 500ml, 1ltr, 1.5ltt and 2ltr
bottles in cans, glass and plastic bottles.
Price
Coca Cola follows a 2nd degree price discrimination strategy in its marketing mix. In the
sense they charge different prices for products in different segments. The beverage market is
considered to be an oligopoly in which there are few sellers and many buyers. Coca Cola and
Pepsi are the dominant players. Coke products are priced similar to that of Pepsi products in
that particular segment. If Coke prices its products too high as compared to Pepsi in a
particular segment, then the consumers might switch. Hence both come to an agreement of
maintaining price parity in each segment.
Place
Coca Cola being in the market for more than 130 years and operating in more than 200
countries world wide. The wide distribution network highlights the place strategy in Coca
Cola marketing mix. The Coca Cola company produces the beverage using its secret formula
and transports it to the bottlers located in various parts of the globe. The bottle shapes and
sizes are predefined by the company. The bottlers then fill the bottles with the adequate
beverage and then ship it to the carrying and forwarding agents. From there the bottles are
transported by road to the stockists, then to the distributors and finally to the retailers from
where the final consumers buy the products.
Promotion
Coca Cola sets the bench mark for advertising and branding. The promotional strategy of
Coca Cola focuses on aggressive marketing through ad campaigns using media like TV,
online ads, print media, sponsorships etc. It also launches TV advertisements in various
national languages across the globe. In India in March 2016, Coca Cola launched “Taste the
Feeling” Campaign which seeks out to remind its customers about the joyous and happy
moments Coke brings to their lives. He was chosen so as to connect well with the Indian
youth. The ads were telecasted frequently across various channels.
PRODUCT RANGE

Coca-cola Company product variety spans the globe! Here are some major Coca Cola
products, basically the Coca-Cola Company made 7 types of drink for the world
1.Energy drinks—for those with a high-intensity approach to life, there brands of energy
drinks contain ingredients such as ginseng extract, guarana extract, and caffeine and B
vitamins.

2. Juices/juice drinks—they bring innovation to the goodness of juice in their more than 100
juices and juice drink brands, offering both adults and children nutritious, refreshing and
flavorful beverages.
3. Soft drinks—their dozens of soft drink brands provide flavor and refreshment in a variety
of choices. From the original Coca-Cola to most recent introductions, soft drinks from The
Coca-Cola Company are both icons and innovators in the beverage industry.

4. Sports drinks—Carbohydrates, fluids, and electrolytes team together in our sports drinks,
providing rapid hydration and terrific taste for fitness-seekers at any level.
5. Tea and coffee—bottled and canned teas and coffees provide consumers' favorite drinks in
convenient take-anywhere packaging, satisfying both traditional tea drinkers and today's
growing coffee culture.

6. Water—Smooth and essential, their waters and water beverages offer hydration in its purest
form.
7. Other—So much more than soft drinks, their brands also include milk products, soup, and
more. So you can choose a Coca-Cola Company product anytime, anywhere, for nutrition,
refreshment or other needs. Those are the normal sell products and also let me introduce to
you some limited edition collection around world.
COMPETITORS OF COCA COLA

Pepsi co

PepsiCo is a global food and beverage company manufacturing various non-alcoholic

beverages. Founded in 1898, PepsiCo operates in more than 200 countries and is
headquartered in Harrison, New York. The company trades publicly on the New York Stock
Exchange under the ticker symbol PEP.
PepsiCo’s product portfolio comprises various beverages, such as carbonated drinks
(including colas and energy drinks), fruit juices, and bottled water.

While Pepsi focuses on “performance with a purpose,” Coca-Cola focuses on “Choice,

convenience, and the consumer.” All this time, PepsiCo was the second-largest company, with
25.9% of the market share in 2020. Notably, Coca-Cola increases its competitive advantage
over PepsiCo due to a superior marketing strategy and a more diverse product line. Keurig
Dr. Pepper
Keurig Dr. Pepper

Keurig Dr. Pepper is an American beverage manufacturing company with headquarters in

Burlington, Massachusetts. The company manufactures and markets coffee and other non-
carbonated drinks. Keurig DR Pepper trades publicly on the New York Stock Exchange under
the ticker symbol KDP.The company boasts over 70 brands, including 7-up, Dr. Pepper,
A&W, Mott’s, Sunkist, and more. It was formed through the merger of Keurig Green
Mountain and Dr. Pepper Snapple Group in July 2018
Keurig Dr. Pepper’s product portfolio comprises beverages of all types, including coffee, tea,
juice, water, energy drinks, and more. The company’s strong brand portfolio and distribution
network are among its most substantial competitive advantages. Its financial resources help
Keurig Dr. Pepper maintain a competitive edge over its rivals, including Coca-Cola.
However, the company has not been able to make much headway in the beverage industry.
For instance, it controls 21.1 percent of carbonated soft drinks market
share as of 2020, unlike Coca-Cola’s 44.9 percent market share for the same year
Nestle

Nestle is an international consumer goods company based in Vevey, Switzerland. The

company operates in the nutrition, health, and wellness sectors and enjoys high-quality
products. It was founded in 1866 and trades publicly on the Swiss Stock Exchange under the
ticker symbol NSRGY.
Nestlé’s product portfolio is diverse and includes baby food, bottled water, coffee, frozen
food items, ice cream, infant nutrition products, pet care products, dietary supplements, and
more. According to Statista, Nestle is the second largest leading beverage company globally
in terms of volume sales.
Although Nestle and Coca-Cola are not direct competitors, some product segments such as water, juice,
coffee, and dairy products overlap. Very recently, Nestle entered into the water segment with its Pure Life
brand of bottled water. It is worth noting that Nestle provides alternative beverage options for
those who refrain from consuming sugary drinks.
Red Bull

Red Bull GmbH is an Austrian company best known for its energy drinks. Founded in 1987,
it has its headquarters in Fuschl am See, Austria. Red Bull is a private conglomerate and
operates under the management of Dietrich Mateschitz and Chaleo Yoovidhya.
The company’s product line includes several editions of the Red Bull brand energy drink
differentiated by flavor, ingredients, and packaging. The Red Bull Distribution Company is
responsible for distributing and selling the company’s products, which are sold in over 171
countries around the world.
The company derives its competitive advantages from its close association with extreme
sports and adventure tourism. In addition, its strong marketing strategy led to huge brand
recognition. Red Bull’s financial resources facilitated its large-scale expansion and helped it
establish its dominance over the energy drinks market.
Its primary revenue comes from sales of its flagship drink, although it also sells advertisements and
sponsorship deals with extreme sports teams and events. Despite Coca-Cola no longer producing energy
drinks, it remains a formidable Red Bull competitor in the beverage industry.

Britvic

Britvic Plc (Britvic) is a manufacturer and marketer of soft drinks based in Hemel
Hempstead, England. The company’s product portfolio includes energy drinks, packaged
water, carbonates, syrups, juice, squash, and sparkling soda. Britvic markets its products
under Robinsons, Gatorade, Tango, J2O, MiWadi, Drench, Ballygowan, Pressade, Fruit
Shoot, Cidona, Teisseire, Fruite, Robinsons Fruit Cordial, Club, and TK brand names.

It started producing fruit juices in 1938 and started marketing them under the Britvic name in
1949. Acquired by showerings of Shepton Mallet, and subsequently a divison of Allied
Breweries from 1968, the company changed its name to Britvic in 1971. Most of the
company’s operation are concentrated in the United Kingdom and Ireland and the company
exports over 50 countries.
SWOT ANALYSIS

Strengths

 Strong brand recognition: Its marketing campaigns successfully built a strong

emotional connection with its customers, significantly contributing to its brand
recognition. Through its product line and marketing strategies, Coca-Cola gained a
significant market share in the beverage industry.
  Global presence: Coca-Cola has a significant presence in more than 200 countries
around the world. Various geographic conditions have allowed the company to adapt its
products accordingly. Coca-Cola also has a strong presence in developing countries,
where we expect an increase in income and overall consumer spending over the
forecast period. We expect Coca-Cola to continue utilizing this competitive advantage
through its geographic strategy, increasing its presence in developing countries.
 Extensive distribution network: The Company’s vast distribution network is one of
the key factors contributing to its worldwide success. Coca-Cola boasts over 225
independent partners globally. At the same time, Coca-Cola also has its bottling
network in place. And with more than 500 brands sold around the world, customers
have a variety of options available when purchasing beverages manufactured by Coca-
Cola.
 Continuous product improvement: The Company constantly invests in its products
and processes, striving for product innovation and improvement to attract customers.
From reducing sugar content to introducing new flavors, Coca-Cola constantly adapts
to its customers’ needs and demands.

Weaknesses
 Health concerns: The main problem with soda is its high sugar content, contributing
to health complications such as diabetes and obesity. Some activists perceive Coca-
Cola’s products as unhealthy, which can hurt the company’s future growth if the
company doesn’t effectively manage health and nutrition issues.
 Unsustainable practices: Coca-Cola is a major polluter, using non-biodegradable
plastics to package its products. This and other unsustainable practices (such as
exploiting employees in developing countries) are eroding the company’s reputation.
Furthermore, if consumers become more conscious about the environment, they will
look for less hazardous alternatives.

Opportunities

 Introduce non-beverage products: Coca-Cola enjoys an extensive distribution

network and a strong brand image, making the company a great candidate to introduce
new products. As health and nutrition awareness rises worldwide, non-beverage
products such as foods and pharmaceuticals can help the company further expand its
product portfolio.
 Emerging markets in developing countries: Developing countries offer a significant
growth opportunity for the beverage industry. The number of middle-class consumers
will increase significantly in developing countries over the forecast period. Developing
 countries possess a large untapped consumer base, which will help Coca-Cola further
expand its presence in these markets.

Threats

 Direct and indirect competitions: The beverage industry is highly competitive, with
the top companies enjoying considerable success. Coca-Cola faces intense competition
from both direct and indirect competitors. Direct competitors include soft drink
producers, such as PepsiCo and Dr. Pepper Snapple Group Inc. Indirect competitors
include beer and wine companies.
 Legal tussles: Coca-Cola has a history of legal battles, most notably the allegations of
misleading marketing on the sweetened beverages. This comes amid prevailing
concerns on health issues associated with sweetened beverages. Legal tussles are
becoming an increasingly significant issue, hurting the company’s image and future
growth prospects.

APPENDIX

1. Age
11-20
21-30
31-40
41-50
50+

2. Gender
Male
Female

3. Have you ever drank soft drink?

Yes
No

4. What influences your choice of Coca Cola ?

Taste
Availability
Customer loyalty
Brand image
Price
Advertisement
5. How often do you consume Coca Cola?
Weekly
Monthly
Quarterly
Semi-anually
Yearly

6. Do you think soft drinks are unhealthy?

Yes
No

7. How satisfied are you with the Coca Cola brand?

Very satisfied
Satisfied
Average
Dissatisfied
Extremely dissatisfied

8. How well do Coca Cola's products taste?

Very good
Good
OK
Bad
Very bad

9. How would you rate the value for money for their products?
Excellent
Above average
Average
Below average
Poor

10. What attracts you the most from the Coca Cola company?
 Slogans
Range of products
Packaging
Pricing strategy
Logo

11. In comparison to similar products offered by different companies how do you compare
Coca-Cola's product?
Much better
Somewhat better
The same
Somewhat worse
Much worse

12. What's your general impression of Coca Cola's advertisements?

Trendy
Controversial
Commercial
Enjoyable
Provocative

13. What form do you prefer to drink Coke in?

Cans
Glass bottle
Plastic bottle

14. Would you like to see natural ingredients included in Coca Cola with the same flavour ?
Yes
No
Neutral

15. If a new Chips with Coca Cola flavour is introduced , would you prefer to buy it?
Yes
No
Neutral
16. On a scale of 1 to 10 how much do you enjoy purchasing Coca Cola’s products?

ANALYSIS & INTERPRETATION

Question : Have you ever consumed any soft drink?

The diagram depicts that all the respondents have consumed soft drink at least once in their
lifetime. Present customers are fond of soft drinks and would like to perceive changes in the
field of soft drinks industry.

Question- What influences your choice of Coca Cola ?

The diagram indicates that 90.9% of them are influenced by the taste of the soft drinks , while
5% of them are influenced because of the advertisement and the rest 5% of them because of
the price. It shows that most of the customers are conscious about how the soft drink taste.

Question: How often do you consume Coca Cola?

The diagram shown above represents that 14 % of the respondents consume Coca Cola
weekly, 41% of the respondents consume Coca Cola monthly, 18% of the respondents
consume Coca Cola quarterly, 4% of the respondents consumes Coca Cola semi-annually and
the rest 14% of them consume Coca Cola yearly. It indicates that most of the consumers are
consuming Coca Cola only monthly once.

Question: Do you think soft drinks are unhealthy?

According to the diagram above most of the respondents think that Coca Cola is unhealthy,
out of the total respondents 68.2 % of them thinks it is unhealthy whereas 27.3 % of them
thinks it maybe unhealthy and the remaining 4.5% of them thinks it is healthy. This shows us
that Coca Cola’s image on consumers is not good.

Question : How satisfied are you with the brand Coca Cola?
The diagram above depicts that, 40.9 % respondents are neutrally satisfied, 13.6% of them
are very satisfied, 31.8 % of them are satisfied, 9.1 % of them very dissatisfied and the rest
4.5% of them are dissatisfied. Majority of the consumers are satisfied with the brand and that
is the main reason why Coca Cola is able to maintain the market even though the unhealthy
image is developed.

Question: How well do Coca Cola’s product taste?

The diagram above represents that, 45.5 % of the respondents feel good, 22.7 % feel very
good, 31.8 % feel OK. It shows clearly that all the consumers like the taste of Coca Cola they
feel that it has a unique taste than other soft drinks.

Question : How would you rate the value for money for their products?
The above diagram exhibits that most of the respondents thinks that the value for money for
their products is just fair, 22.7 % of the respondents thinks that it is excellent, 22.7 % thinks
that it is above average while the rest 54.5 % of them thinks that it’s fair. More than half of
the consumers are satisfied with the price of Coca Cola products only for a few products of
Coca Cola they have a different opinion.

Question: What attracts you the most from the Coca Cola company?
According to the diagram given above, 9.1 % of the respondents said slogan attracts them
the most, 31.8% of the respondents said Coca Cola’s range of products attracts them the most,
13.6 % of the respondents said their packaging makes them attract the most, 18.2 % of them
said Coca Cola’s pricing strategy attracts them the most while the rest 27.3 % of the
respondents said logo attracts them the most. Majority of the consumers prefer Coca Cola
based on the range of products provided by the company.

Question: In comparison to similar products offered by different companies how do you

compare Coca Cola’s product?
In accordance with the diagram above, 36.4 % of the respondents finds it much better, 13.60%
of the respondents finds it somewhat better, 31.8 % of the respondents feels the same while
the rest 18.2% of them finds it somewhat worse. Majority of the customer thinks Coca Cola a
better choice among the other soft drinks available in the market.

Question: What is your general impression on Coca Cola’s advertisement?

As per the diagram shown above, 59.1% of the respondents thinks it is commercial, 22.7%
of the respondents thinks it is trendy, 9.1% of the respondents thinks it is controversial the
rest 5% of them thinks it is enjoyable whereas the remaining 5% think it is provocative. This
shows that consumer has an opinion that the Coca Cola Advertisement is commercial and
trendy.

Question: What form do you prefer to drink Coke in?

.The above diagram exhibits that 68.2 % of them likes to drink Coke in cans, 22.7 % of them
like to drink Coke in glass bottles and 9.1 % of them like to drink Coke in cans. Most of the
consumers prefers drinking Coke in cans because they feel it is more comfortable to carry
around during traveling.

Question: Would you like to see natural ingredients included in Coca Cola with the same
flavour ?
The diagram above exhibits that 91% of the respondents would like Coca cola drinks with
natural ingredients while the rest 9% of the respondents would like to stay with the same. As
most of the people in today’s world are health conscious, they like it better when natural
ingredients are used in Coca Cola.

Question: If a new Chips with Coca Cola flavour is introduced, would you prefer to buy it?
The diagram above shows that 82 % of the respondents would like to purchase if Coca cola
chips are introduced, 14% of the respondents would not like to to buy it whereas the rest 4%
of the respondents may or may not buy it. This implies that almost a lot of people would like
to see such new innovation in the market.

Question : On a scale of 1 to 10 how much would you rate Coca Cola company’s products?
The diagram above indicates that majority of the consumers has rated Coca Cola with a scale
of 5 and 8 .The rating scale of 1 and 10 are equal which shows that equal number of
consumers like and dislike Coca Cola for various reasons behind it.
SUGGESTION

Based on the market survey and consumers response if the following suggestions are
implemented the demand for Coca Cola’s products among the consumers can be improved.

HEALTHIER INGREDIENTS
According to my survey almost everyone thinks Coca Cola is unhealthy to consume. This is
the brand’s image that they have so it must bring in better ingredients with the original taste.

BEING ENVIRONMENT FRIENDLY

As per my survey, lots of them prefer to drink Coke in cans. Coca Cola has different quantity
bottles which are made up of plastic it can cut down those high quantity bottles of Coke and
instead bring up recyclable cans.

ADVERTISEMENTS
The advertisements can be more strategical, .i.e, to give freebies in the shops and doing a
more enjoyable one rather than a commercial one.

SNACK FOR KIDS

Like how coffee was introduced Coca Cola can come up with exciting and interesting ideas
which will not only capture adults and teens but also the kids.

DIGITALIZATION
The digitalization of its entire business can help in making better decision for business
strategies
INNOVATION

There is always a great scope for companies to capture more customers if there are new
products. Moreover, Coca Cola Company is already a well established market amongst the
beverages industry. Innovations such as expanding their line of products and including of
healthy products for health conscious people can be a success. Chips are always a good idea!
From the kids till the elderly ones. No other company has tried this out so we will get the first
mover advantage. The classic flavour of the chips can be just like how Coke tastes not only
this flavour there can also be more different flavours which are relishing. In order to make the
chips healthier the company can bake the chips instead of frying them. Also to make it long
last with freshness the packaging of it can be more durable.
CONCLUSION

The most valuable assets that the company owns are the beverages’ taste, the Coca Cola
system and its strong marketing capabilities. The company is putting efforts in order to
deliver healthy beverages and protect the environment for the future generations. Coca Cola
is clearly an extremely successful company that has nailed its product offerings in terms of
quality and variety both. Their pricing is affordable and caters perfectly to their audience and
industry. Their geographical reach as we saw is commendable, thanks to the many decades of
experience under their belt. With its continued promotions and signature branding, the
company is sure to enjoy its distinguished position in the market.
BIBLIOGRAPHY

 Entrepreneurship NCERT text book

 All in one for entrepreneurship
 www.wikipedia.com
 www.cocacolacompany.com
 www.britvic.com
 www.pepsiindia.com
 www.keurigdr.pepper.com