INTRODUCTION

Coca-cola, the product that has given the worlds its best-known taste was born in
Atlanta, Georgia, on MAY 8, 1886. Coca- cola Company is the world’s leading
manufacturing , marketer and distribution of non-alcoholic beverage concentrates
and syrups, used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators, distributors, fountain
retailers and fountain wholesalers. The Company’s beverage products comprises of
bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-
drink powder products. In addition to this, it also produces and markets sports
drinks, tea and coffee. The Coca-Cola Company began building its global network
in the 1920s. Now operating in more than 200 countries and producing nearly 400
brands, the Coca-Cola system has successfully applied a simple formula on a
global scale: “ Provide a moment of refreshment for a small amount of money-a
billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the world, More
than anything, that system is dedicated to people working long and hard to sell the
products manufactured by the Company. This unique worldwide system has made
The Coca-Cola Company the world’s premier soft-drink enterprise. From Boston
to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer
product, has brought pleasure to thirsty consumers around the globe. For more than
115 years, Coca-Cola has created a special moment of pleasure for hundreds of
millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes this
by working with its business partners to deliver satisfaction and value to
consumers through a worldwide system of superior brands and services, thus
increasing brand equity on a global basis. They aim at managing their business
well with people who are strongly committed to the Company values and culture
and providing an appropriately controlled environment, to meet business goals and
objectives. The associates of this Company jointly take responsibility to ensure
compliances with the framework of policies and protect the Company’s assets and
resources whilst limiting business risks.
 HISTORY
Coca-Cola’s history began in 1886 when the curiosity of an Atlanta pharmacist,
Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that
could be sold at soda fountains. He created a flavored syrup and took it to his
neighborhood pharmacy, where it was mixed with carbonated water and deemed
“excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper,
Frank M. Robinson, is credited with naming the beverage “Coca-Cola,” as well
as designing the trademarked, distinct script still used today.

John Pemberton

Pemberton, before 1887

The first marketing efforts in Coca-Cola history were executed through coupons
promoting free samples of the beverage. Considered an innovative tactic back in
1887, couponing was followed by newspaper advertising and the distribution of
promotional items bearing the Coca-Cola script to participating pharmacies.
Prior to his death in 1888, just two years after creating what was to become the
world’s #1-selling sparkling beverage, Dr. Pemberton sold portions of his
business to various parties, with the majority of the interest sold to Atlanta
businessman, Asia G. Candler. Under Mr. Candler’s leadership, distribution of
Coca-Cola expanded to soda fountains beyond Atlanta. In 1894, impressed by
the growing demand for Coca-Cola and the desire to make the beverage portable,
Joseph Biedenharn installed bottling machinery in the rear of his Mississippi
soda fountain, becoming the first to put Coca-Cola in bottles. Large scale
bottling was made possible just five years later, when in 1899, three enterprising
businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and
sell Coca-Cola. The three entrepreneurs purchased the bottling rights from Asa
Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton
developed what became the Coca-Cola worldwide bottling system.
INTRODUCTION OF FRUIT JUICE COMPANY IN
INDIA
India is a market of diversity diverse with regard to income prices points of
products calculate and preference and a market has to get use to this diverse
characteristics of the market. Drinking juice is not a part of our culture. We drink
water with meals but in the west one start the day with breakfast and a glass of
juice. Juice is to a great extent considered as a luxury not a necessity in our society.
Surely but slowly thinks are changing mainly in the urban and semi urban areas.
Where the population is getting more health conscious and are realising the
important values of the fruit and are making them a part of their daily diet. The
companies in this Rs.100crore industry will have to organise various promotional
activities from time to time mainly to increase sampling and to educate the
consumer about packaged fruit juice that it is as pure and nutritious as fresh juice
which is perceived s fresh as it is extracted in their presence i.e. actual or assumed.
There are some main brand in this segment of non-carbonated drink marke ;they
are Maaza from coca cola.

This player command around 48% market share in the organized sector. And holds
the top most position in the fruit beverage category. We can observe this industry
growing and new players entering the market. In recent times we have seen the
entries of some international brands like Berri (Australia), Tipco (Thailand), with
the intention to strength their hold in India to grow with the market. India is the
second largest country for foods and vegetables in the world. The total production
of food and vegetables is estimated to be around 148.5 million tonnes. Out of
which fruit account for only 48.5 million and the rest 100 million tonnes is
accounted for by vegetables. However, the fruit juice market hasn’t been fully
tapped because of poor infrastructure. Poor storage facility and highly unorganized
market chiefly constituted by road infrastructure. Poor storage facility and highly
unorganized market chiefly constituted by road side vendors. Consumer still
prefers to buy juice from road side vendors even if juices are unhygienic. The
major growth drives in fruit market are increase in health consciousness among
consumers, increase in disposable incomes.
Major Player and their brands
• Coca Cola with its brand Maaza
• Pepsi with its brand Slice and Tropicana
• Dabur foods with its Brand Real
• Parle Agro with its Brand Frooti
 INDUSTRY ANALYSIS
This player command around 48% market share in the organized sector. And holds
the top most position in the fruit beverage category. We can observe this industry
growing and new players entering the market. In recent times, The Rs. 100Crore
packaged fruit market is estimated to be growing at 20% to 25% annually, with
Coca Cola Maaza holding 48% market share. The market can be categorized in
terms of products content and there are three major product content available.

Drinks: Juice with pulp content less than 40%

Nectars: Juice with pulp content between 40-80%
Juices: Juice with pulp content between 80%
The canned juice market initially covered brands like NAFED, Noga, Midland, and
Gold Coin. These were fruit juices and nectars and not drinks. But they didn’t
make a mark in the market due to reasons such as high price, unattractive
packaging and lack of right promotion tools. Parle Agro’s “Frooti” a mango drinks,
was introduced in the tetra pack in 1985 and since then has been a leader in its
segment. The market has suddenly picked up since 1994-95 and few players have
emerged as market leaders.

Market Segmentation
There has been no general acceptance of the product forms in the fruit beverage
market. The consumer is basically concerned if it’s a fruit or synthetically
constituted product. Product segmentation, therefore, should be clearly delimited.
Under the fruit drink the first segmentation is real fruit drinks and synthetic drinks.

• The real fruit drinks are based on natural fruit pulp or juice.
• The synthetic drinks products with fruits or other flavours. Broad taste
preferences could be another way to define the market. The market is at
present also segmented on the basis of fruit pulp content. For the purpose of
segmentation, on the basis of fruit pulp content market can be segmented as;
• Fruit Drinks with pulp content less than 40%. Coca Cola “Maaza” Pepsico
“Slice” Parle Agro “Frooti” are the popular brands in this category.
 • Fruit Nectar with pulp content between 40% to *0% Life and X’s comes in
this category.
• Fruit juice with pulp more than 80%. Brands falling in this category are
Pepsico “Tropicana” Dabur “Real” Segmentation could also be on the
benefits provided to the consumer.
• One benefit could be the nutrition content it gives to the consumer so one
market could be the health- conscious segment.
• Second benefits is thirst quenching, so the other segment could be those
buying the drink or nectar for satisfying the thirst. Another very broad
segmentation can be on the type of situation in which the drink nectar is
used:
• People who are on the move i.e. Outdoor use e.g. those travelling.
• People who are using it on the breakfast table as a part of their menu i.e. In
House use.

Players very often choose one or more of such segmentations to differentiate their
product and target market and accordingly plan their distribution and promotion
patterns.
Target Markets:
• The women of the house.
• Children
• The teenagers
• In- home consumption
• Out of home consumption

1. The women of the house:

The women and children are an important influencing factor in today’s
scenario. As it contains lots of health benefits. The women who care for her
family wants her family to be safe and healthy and so are they’re targeted.

2. The Children:
They’re attracted to the beautiful stuffs advertisements and demand for the
products as they want to experiment things just for the sake of it or for their
self satisfaction.

3. The Teenagers:
They’re the most who like to try out new and different products. Today’s
teens are the most health conscious and put in lots of efforts to be healthy.
So even they’re important target audience.

4. In- home Consumption:

This group of people buys fruit juices for home consumption and in many
case treated as grocery item and is on the shopping list and forms an
important part of their diet. For an average Indian population juice
consumption is seen as a luxury and is a very urban phenomena as people in
the urban are getting more and more health conscious and relating and
accepting juices as a healthy social drink. These people are typically
sophisticated and are exposed to the idea of healthy living and are concerned
of the well being of their families. Usually the lady of the house takes the
buying decisions but she’s influenced by her offspring’s many times to the
 extent of brands and flavours. One of the strong characteristics features
which is common throughout our target audience is that it’s considered that
juice is fresh only when it’s extracted on the spot for consumption purpose
and it’s considered to be better than the packaged ones available in the
market.

5. Out of Home consumption:

This consumption pattern is usually in people who feel to quench their thirst get
refreshed. These types of people are important of kiwi Joos As they’re the
people who’ll try the product in small quantity and give us an inn road in the
home consumption, which is our focus area. If this segment is satisfied than
they’ll start personal use of kiwi Joos and they’ll also act as a source of mouth
to mouth publicity, which is considered to be one of the best in its kind. This
segment is challenging one as there is a dual pattern of consumption which
mainly exists here i.e. firstly an individual decides if he/she would like to have
a fruit juice or a substitute like carbonated soft drinks, water, flavoured milk
etc. Then if he/she choose fruit juice,

They’ve to choose from the available alternatives then he makes a choice

among the available brands with respect to the perceived value and it’s cost.

Such type consumption usually seen:

1. On roads i.e. in front of general stores, railway stations, bus stands, airports
etc.
2. Entertainment zones like amusement parks, cinemas, parks, theatres.
3. Eating places like restaurant, college canteens, and hotels.
4. Working places like offices, aerobics classes, gymnasiums etc.

The key to serving this segment would be available and visible at points of
purchase and including the person to buy, with effectively communicating to them
that kiwi Joos is a healthy alternative to satisfy the thirst ensuring taste, fun and
good health. It’s positive that fruit juices are being perceived as anytime beverages.
Generation now is as much inclined to sipping fruit juices as carbonated drinks,
with teen driving the maximum trails.

Substitute:
Fruit juice companies have to face a two level competition i.e. on the first level
with the substitutes and then the players within the industry. The ‘sip war’ is
comprised of the following players with respect to India.

1. Soft Drinks:
( both carbonated and non carbonated soft drinks) Soft drinks are divided
into carbonated and Non carbonated drinks. While Cola, Lemon and
oranges are carbonated drinks mango drinks lies under Non carbonated
category.

2. Flavoured Milk:
( energy, Amul etc) just like fruit drinks flavoured milk is also positioned
on the health platform. Companies are trying to project it as a fun drink
with added flavours and innovative packaging.

3. Mineral Water:
Fruit drink sellers consider even mineral water as substitute to their
offerings. The main assumption is that packs ensure quality delivery.

4. Other Products:
Milk by products like buttermilk and lassi also serve as major substitutes.
They compete in terms of low price as well as easy availability. These
drinks are also considered important from the health perspective. From
bottled iced tea to branded chhaas., fruit based drinks and flavoured milk,
beverage makes have gone berserk with product innovation as new
variants continue to flood the market. That’s why even existing players
are going all out to pour new flavours.
History:
The Union Beverages Factory, based in the UAE, began selling Maaza
as a franchisee in the Middle East and Africa in 1976. By 1995, it had
acquiring rights to the Mazza brand in these countries through Maaza
International Co LLC Dubai. Maaza was launched in 1976 in India and in
India. Maaza was acquired by Coca-Cola India is 1993 from Parle -
Bisleri along with other brands such as Limca. Citra, Thumps up and
Gold Spot. Maaza was acquired by house spices in 2005 for the North
American market. Finally in the year 2006 infra food brands Maaza for
the European, Caribbean and West-African market and cooperates with
house of spices for the North American market.

Maaza:
Coca-Cola fruit drink brand organized in India and market in middle east.
Eastern European and Asia, the most popular drink being the mango
variety so much that over the years, the maaza brand has become
synonymous with mango initially coca-cola had also launched maaza in
orange and pineapple variants, but these variants were subsequently
dropped. Coca-cola has recently re-launched these variants again in the
Indian market.
Mango drinks currently account for 90% of the fruit juice market in
India. Maaza currently dominate the fruit drink category and competes
with pepsi’s Slice brand of mango drink and Frooti manufactured by
Parle Agro.

While Frooti was sold in small cartons, maaza and Slice were initially
sold in returned bottles However, all brand are also now available in
small cartons and large pet bottles. Of late, the Indian market is
witnessing the entry of a large number of small manufactures producing
only mango fruit drink. Maaza has a distinct pulpy taste as compared to
frooti and tastes slightly sweeter than. Slice. Maaza claims to contain
mango pulpy of the AL.PHONSO variety, which is known as the “king
of mangoes” in India.
Comparative analysis of the marketing mix of the
coca-cola “maaza”
• Can coca cola put more juice in the juice market? In 2012, coca-cola
announced investments of rs.30,000 crore in India over of the following
eight years to double its sales in the country. The spending on maaza’s
expansion is a part of that investment ,said kini. It has not been afraid to
innovate. It’s heading off in untested directions by launching a new range
called minute maid like-
• Minute maid pulpy orange
• Minute maid Nimbu fresh
• Minute maid guava
• Minute maid mango
• Minute maid mixed fruit

Coca-Cola is not the only company that is moving into overdrive in the
juice business. As Indians take bigger swigs than ever before of packaged
juices a slew of companies are hoping to grab a share of the action.
The result is that players like Dabur Foods, Pepsico, Godrej Industries, Coca
Cola, Mother Dairy, Amul and even small companies are betting big money
on this market by flooding it with new fruit beverages. It’s a huge market
with its potential still to tapped. Says Mr. Sanjay Sharma. Head of
Marketing at Dabur Foods.
The results are on show to anyone who steps into neighbourhood
supermarket . there are now racks filled with fruit juices . nectars and drinks
(the difference lies in the pulp content – juices are 100% while drinks are
below 20% and nectars fall in between).
The swift growth in the market is attracting newcomers like mother dairy
which recently launched the Safal brand of juices. Safal is currently
available in orange, mixed fruit, grape and an orange- apple combination .
Ladakh Foods markets of the Leh Berry drink, has now also launched an
apple-peach combination juice a mixed variant.
 What’s making all these players all these gung-ho about fruit beverages? For
one, the fruit drink market (juice accounts for 30%, nectar is 10% and fruit
drinks 60% of the market today) has grown at a 20% to 25% rate. Obviously
some segments are doing better than others. Fruit based milk drinks (market
size Rs. 20crore to 25crore) like N-joi are currently stagnating. But fruit-
based soya milk, another emerging segment reckoned to be worth about
15crore to 20crore is expected to grow rapidly. Godrej which recently
launched the sofit brand, is experimenting with this market for the second
time. 10 years back, its soya milk brand “Great Shakes” failed miserably
because of its taste.

Positioning of the Fruit Juice as a Health Product:

Soft carbonated drinks (colas) grew 17% in 2002 but fell 15% in 2003. Says Alaka
Bhosle, marketing consultant with ad agency Percept H, ‘It’s one of the key factors
that has led to the kind of growth that we’ve seen in the last year. But this growth
will continue since consumers are now hooked up.

That would imply a compound annual growth rate of around 12% in sales of the
40-year-old beverage. Its growing popularity may b e an indication of a largest
trend in the beverage market a consumer shift away from aerated drinks to fruit-
based ones. Says Coca Cola country sales head.

“We will invest in introducing affordable and value-for-money juice packs,

expanding distribution, and augmenting manufacturing capacity to double sales,
“said Venkatesh Kini, president, Coca-Cola India and South West Asia, at a press
conference in Mumbai on Wednesday.

The other factors that have helped are the different pack size that players started
offering in the last years. Coca Cola Maaza launched a 125ml Tetra pack at Rs. 10
compared to a 11750ml pack for Rs. 90. “These new price points and packs are
aimed at getting more consumers to try the new product, and in turn to increase the
consumer base.

Similarly, other players like Godrej are also looking forward at launching new
variants including combinations by year end. Parle Agro, which has been
experimenting with sugarcane juice for some time now, has launched mango Frooti
in 65 ml in SKU in Pune, Gurgaon and Mumbai for Rs. 5. A year, it extended the
Frooti brand into pineapple and orange variants as well as launching it in 250 ml
and one litre PET bottles.

It announced approximately two months ago that it was doubling its capacity with
an investment of Rs. 350crore in Andhra Pradesh for setting up an agro-
horticulture park to support Maaza’s growth, according to Sunil Deshpande, vice-
president marketing and business development. Jain Irrigation, Deshpande was
speaking on the sidelines of the press conference on Wednesday.

Coca- Cola ‘Promoting education, including special education and employment

enhancing vocation skills especially among children, women, elderly, and
differently abled and livelihood enhancement projects;

Coca Cola Contribution to Prime Minister’s National Relief Fund or any other
fund set up by the Central Government for socio-economic development and relief
and welfare of the Scheduled Castes, the Schedule Tribes other backward classes,
minorities and women.
RETAIL PRICING OF COXCA COLA MAAZA V/S
OTHER SIMILAR PRODUCTS:
The details about the product follow in the order

Product Name, Unit, MRP, Our Price:

Maaza TP, 125ml, Rs. 10, Rs. 9.11

Frooti TP, 160 ML, Rs. 10, Rs. 9

Maa TP, 160 ml, Rs. 10, Rs. 7

Mango Sip Inst TP, 160 ML, Rs. 10, Rs. 7

Tropicana TP, 200 ML, Rs. 20, Rs. 18

Maaza, 200 ml RGB, Rs. 12, Rs. 11.25

Slice, 200 ml RGB, Rs. 10, Rs. 8.60

Maaza, PET, 250 ml, Rs. 20, Rs. 19

Frooti PET, 250 ml, Rs. 20, Rs. 18

Maa PET, 250 ml, Rs. 20, Rs. 15

Maaza, 600 ml, Rs. 35, Rs. 33.66

Frooti , 600ml, Rs. 35, Rs. 33

Mango Sip Inst, 600ml, Rs. 35, Rs. 31

Tropicana , 600 ml, Rs. 37, Rs. 32.50

Slice, 600 ml, Rs. 35, Rs. 32.33

 Research Methods and Producers
Research is the process of systematic and in-depth study or search for any
particular topic, subject or area of investigation, backed by collection, compilation,
presentation and interpretation of relevant details or data. Research methodology is
a way to systematically solve the research problem. It may be understood as a
science of studying how research is done scientifically.

Research may develop a hypothesis and test it and it must be based on fact
observable data, which form a sound basis for research inductive investigation and
leads to research findings for analyzing facts. The methodology followed for
conducting the study includes the specification of research design, sample design,
questionnaire design, data collection and pie charts used for analyzing the collected
data.

Sample data collection:

The research design is DESCRIPTIVE in nature with survey method being used
to complete the study. Because under this we already created the hypothesis and
we simply tried to find out taken variables of market of Gonda city able to satisfy
their consumer.

Participants:
Fruit drink consumers in Gonda city.

Sampling technique:

Since it is difficult to contact the entire population, CONVENIENCE sampling is

used.
Data Collection:
Data collection is one of the most important aspects of research. For the success of
any project accurate data is very important and necessary. The information
collected through research methodology must be accurate and relevant.

The data can be classified into two types:-

➢ Primary Data
➢ Secondary Data

Primary Data
The data collected by a researcher is known as primary data. It is collected by a
person for his own use, which is obtained from findings. This is considered as first
hand information. The primary data is collected by the means of questionnaire that
was filled by the non alcoholic beverage consumer.

Secondary Data
Secondary data means data that is already available i.e. the data has already been
collected and analyzed by someone else. This type of data information can also be
used by the researcher for his use as second hand information. Secondary data may
either be published data or unpublished data. The secondary data was collected
through the internal records of the organization and through websites, Journals,
Internet, News paper etc.

Sample Design:
Consumer are including under this research and tell their satisfaction level.
Sample Size:
The sample of 100 consumers was selected from Gonda city.

Sample Element:
Individual consumer is sampling element.

Data Source:
Both Primary and Secondary source of data would be used. The major type
information is used for primary data.

Tool for Data Analysis:

We’ll be using the applicable tools and techniques of Microsoft Office Excel as per
required with time.

Data Analysis:
Interviews were conducted and the Questionnaires were filled by the consumer.
Purpose of the survey was explained to the candidates before the questionnaire was
administered. The interpretation and analysis of the data was done by using
Microsoft Office Excel 2007 software. With the help of MS office excel 2007, pie
diagrams were used to draw the conclusions.
 Limitations:
1. The personal biases of the respondents might have entered into their
response.
2. Analysis of data obtained from the questionnaire was done on the
assumption that the respondents gave correct information.
 DATA INTERPRETATION AND ANALYSIS
Statement1: Which of the following drinks you drink the most? Tick the top
preference below?

Cola based drinks 55

Fruit based drinks 45

Figure 1:

Cola based drinks Fruit based drinks

39%

61%

Interpretation:
Out of 100 respondents who were surveyed 55% were were preferred coca based
drinks and 45% were preferred fruit based drinks.
Statement 2: If your Favourite fruit drink brand isn’t available. Would you like
go for other brand?

Yes 80
No 20

Figure 2:

Yes No

20%

80%

Interpretation:
Out of the 100 respondents who were surveyed 80% were preferred Yes and 20%
were preferred No.
Statement 3: What was the main reason that you disliked drinking these brands?
Taste 71
Price 15
Quantity 14
Poor Quality 28

Figure 3:

Poor Quality Quantity Price Taste

22%

11%
55%

12%

Interpretation:
Out of the 100 respondents who were surveyed 55% were preferred Taste, 12%
were preferred Price, 11% were preferred Quantity, 22% were preferred Poor
Quality.
Statement 4: Which of the packs you most commonly buy when you’re alone/
with friends (on the spot consumption ) Tick anyone

200 ml RGB 70
300 ml PET 25
135 ml TP 7

FIGURE 4:

200ml RGB 300ml PET 135ml TP

7%

24%

69%

Interpretation:
Out of the 100 respondents who were surveyed 69% were preferred 200 ml RGB,
24% were preferred 300 ml PET, 7% were preferred 135 ml TP.
Statement 5: Do you easily find the quantity pack of the fruit drink brand?
According to your need.

YES 67
NO 31

FIGURE 5:

Yes No

32%

68%

Interpretation:
Out of the 100 respondents who were surveyed 68% were preferred Yes and 32%
were preferred No.
Statement 6: Please mention the name of your most favourite mango fruit drink?
Maaza 50
Frooti 22
Slice 18
Maa 0
Real Mango Juice 5
Tropicana 8
Xalta 0
Mango sip inst 1

Figure 6:

Tropicana, 8%
Maa, 0%

Slice, 18%

Maaza, 50%

Frooti, 22%

Interpretation:
Out of the 100 respondents who were surveyed 48% were preferred maaza, 21%
were preferred Frooti, 17% were preferred Slice, 0% were preferred Maa, 5%
were preferred Real Mango Juice, 8% were preferred Tropicana, 0% were
preferred Xalta and 1% were preferred Mango Sip Inst.
Statement7: When you think of fruit based beverage which brand come to your
mind?

Maaza 51
Frooti 22
Slice 18
Maa 0
Real Mango Juice 3
Tropicana 9
Xalta 0
Mango Sip Inst 0

Figure 7:

Real Mango Juice

3% Maa
Tropicana
0%
9%

Slice
17%
Maaza
50%

Frooti
21%

Interpretation:
Out of the 100 respondents who were surveyed 50% were preferred Maaza, 21%
were preferred Frooti 17% were preferred Slice, 0% were preferred Maa, 3% were
preferred Real Mango Juice, 9% were preferred Tropicana and 0% were preferred
Xalta and Mango Sip Inst
Statement8: Which of the fruit drink brands have you tried? Tick all applicable.
Maaza 90
Frooti 85
Slice 79
Maa 23
Real Mango Juice 29
Tropicana 57
Xalta 15
Mango Sip Inst 10

Figure 8:

Tropicana
16% Maaza
25%
Real Mango Juice
8%

Maa
6%

Frooti
Slice 23%
22%

Interpretation:
Out of the 100 respondents who were surveyed 23% were preferred Maaza, 22%
were preferred Frooti 20% were preferred Slice, 6% were preferred Maa, 7% were
preferred Real Mango Juice, 15% were preferred Tropicana and 4% were preferred
Xalta and 3% were preferred Mango Sip Inst.
Statement9: Which all brands you disliked drinking after trying them once,
twice? Tick all applicable.

Maaza 10
Frooti 23
Slice 18
Maa 11
Real Mango Juice 10
Tropicana 25
Xalta 12
Mango Sip Inst 8

Figure 9:

Maaza
10%
Tropicana
24%

Frooti
Real Mango Juice 29%
10%

Maa
10% Slice
17%

Interpretation:
Out of the 100 respondents who were surveyed 9% were preferred Maaza, 20%
were preferred Frooti 15% were preferred Slice, 9% were preferred Maa, 9% were
preferred Real Mango Juice, 21% were preferred Tropicana and 10% were
preferred Xalta and 7% were preferred Mango Sip Inst.
Statement10: For which all brands of fruit based beverage, you’ve seen
advertisement recently. You could’ve seen the advertisement anywhere, that’s TV,
newspaper, Magazines etc?

Maaza 57
Frooti 52
Slice 61
Maa 0
Real Mango Juice 17
Tropicana 15
Xalta 0
Mango Sip Inst 0

Figure 10:
Tropicana
8%
Real Mango Juice
8% Maa
0%
Maaza
28%

Slice
30%

Frooti
26%

Interpretation:
Out of the 100 respondents who were surveyed 28% were preferred Maaza, 26%
were preferred Frooti 30% were preferred Slice, 0% were preferred Maa, 8% were
preferred Real Mango Juice, 8% were preferred Tropicana and 0% were preferred
Xalta and 0% were preferred Mango Sip Inst.
Statement11: On what occasions you prefer to drink these drinks?
When I am thirsty while travelling 61
Eating outside 39

Figure 10:

When I am thirsty while travelling Eating Outside

39%

61%

Interpretation:
Out of the 100 respondents who were surveyed 61% were preferred when thirsty
and travelling and 39% were preferred Eating outside.
 FINDINGS
FOR CONSUMER
In this study 70% make and 30% female respondents are part of the target
population and they help to fulfil the questionnaire from different are of Gonda
city.

In this 10% respondents are of below 18 age, 60% respondent are between 18-25
and 30% respondents are below 25.

In this study 23% respondents are aware and tried maaza maximum respondents
are aware of maaza and have a good awareness in Gonda city.

28% respondents know “maaza” through news and magazines and have knowledge
through hoarding and banners and attracting the consumers in Gonda city.

Out of the respondents who were surveyed 55% were preferred coca based drinks
and 45% were preferred fruit based drinks.

Only 20% of Indians have tried maaza 40years after its introduction, he said. “there
is for the remaining 80% people to try it,” kini added.

Out of the respondents who were surveyed 50% were preferred maaza as their
favourite fruit drink brand.
Out of the respondents who were surveyed 50% were preferred maaza when it
comes to pick the fruit drink brand.

“It makes sense for the coca cola company to focus on fruit-based beverages for
growth as that’s the category that is seeing huge growth. The young consumer is
steering away from carbonates given the huge negative social media noise the it is
attracting.”

69% respondents are like to buy 200ml RGB.24% like 300ml pet.7% LIKE
135ML tp. So 200ml RGB is selling in big number in Faizabad city.

Mostly respondents are given rank 1 to “maaza” rank 2 has gone to “frooti” rank 3
is for slice rank 4 Tropicana rank 5 is for Dabur Real mango juice. Other gives
their responses according to their yaste. So the result we find that maaza is like by
the most people and then frooti, slice. Tropicana, Dabur Real mango juice etc.

50% respondents are with maaza brand 9% accept that it is a poor brand and reason
behind is the taste.
 SUGGESTION
First all company should provide all sort of promotions equipment such as glow
sign board , banner, rack, freeze etc. to retailers in the time so that they increase
their sales which is benefited both retailer as well as company.

Pre sales Executives and Market developers should have good interaction with
retailers, which result company increase in sale.

Company executive should visit the counter on weekly basis. Executives should
take feedback from the dealers about the service of the Pre sales Executives and
Market developers and the distributors .

Regular visit of technicians is required to solve the problems of “Visi Cooler” in

the market at the right time especially in the peak season.

More improvement is required in the distribution network in the outskirt and in the
remote areas. Because in the peak seasons like summer the small dealers are taking
products twice or thrice and in between if the distributors could not supply them at
the right time, the competitors will get the opportunity to supply the product which
result low sales volume.

The entire coca cola fruit drink brand like

• Maaza minute maid pulpy orange

• Minute maid nimbu fresh
• Minute maid guava
• Minute maid mango
• Minute maid mixed fruit
Brand should be displayed at one place so that the customers can aware about the
different brand of coca cola. In the bus stand, railway canteen, highway, eating and
drinking 1 and 2 counters.

Few outlets are not totally aware about the schemes so proper communication is
necessary between the distributors and dealers as well as retailers.

More effective schemes should we provide in the off seasons to encourage the
retailers.

Biasness should not happen with retailers on any ground.

There should be more focus on 100% availability so that maaza don’t lose sales
and market share.

More and continuous research should be conduct to find new segment and more
profitable market for the product.

Childrens constitute the 2Nd largest segment of the fruit drink market. So, more and
more fun based advertisement of the brands should be necessary.

The company strategy should be made in such a way, that maximum number of
consumer will prefer to consume maaza i.e. give importance to quality control,
give more importance to public awareness and in advertisement
Retailers are the good intermediaries so the company should give more packages to
the retailers, by which they can look forward on high sales of this particular brand
maaza.

The company should start survey on continuous basis to known the grievances of
the retailers as well as consumers.

Sometimes absences of stocks annoys retailers and consumers, so company should

keep a watch to the availability of SKU’s ( Stock keeping unit ).

Parle Agro’s “frooti” a mango drink , was introduce in the tetra pack in 1985 and
since then has been a leader in its segment. The coca cola company has to make the
packaging of maaza more attractive which attracts the kids and the consumers.
Also has to launch more SKU’s ( Stock keeping unit ) in the tetra pack segment.
To beat its competitor “frooti”.
 REFERENCE
The following material was referred for the study and the knowledge and
information as obtained is highly appreciated.

Books:
Kotler, Philip. “marketing management” Prentice hall of india, edition IX.

Ramaswami, V.S. and Namakumari ,S. “Marketing management”, Macmillan,

Edition II.

WEBSITES:
http://economictimes.indiatimes.com/industry/cons-products/food/parle-agros-
frooti-beats-pepsico-

Slice-to-win-back-no-2-slot-after-a-decade/articleshow/52230711.cms

https://www.scribd.com/doc/89924556/Literature-Review-on-Cocacola

http://www.coca-colaindia.com/stories/ccipl-csr-policy

http://www.coca-colaindia.com/maaza-brand

http://www.livemint.com/Industry/yNh5a6YwUTKM3y24jmkbnN/Why-Coca
Cola-prefers-

Maaza.html

http://www.coca-cola.com/global/

https://en.wikipedia.org/wiki/Maaza

http://amrit bottlers.com/Maaza.htm
 APPENDIX
Respected Sir

We are the student of MEENA SHAH INSTITUTE OF TECHNOLOGY AND

MANAGEMENT conducting a Market Research on “A BRIEF STUDY ON
MARKET POSITIONING OF BRAND MAAZA WITH CONTEXT TO OTHER MANGO
DRINKS IN FAIZABAD MARKET AT COCA COLA AMRIT BOTTLERS PVT. LTD”. We
request you to questionnaire and we will collect this data only for education
purpose.

NAME:.................

COURSE:.................

Consumer Preference for Fruit Based Drinks

Q1. Which of the following drinks you drink the most? Tick the top preference
below.

a. Cola based drinks b. Fruit based drinks

Q2. If your favourite fruit drink based isn’t available. Would you go for other
Brands?

a. Yes b. No

Q3. What was the main reason that you disliked these brand?

a. Price c. Taste
b. Quantity d. Poor Quality

Q4. Which of the packs you most commonly buy when your’e alone/with friends (
on-the –spot consumption)? Tick any one.

a. 200ml RGB c. 300ml PET

b. 135ml TP
Q5. Do you easily find the required quantity pack of the fruit drink brand?
According to your need.

a. Yes b. No

Q6. Please mention the name of your most favourite fruit drink brand?

a. Maaza e. Frooti
b. Slice f. Maa
c. Real Mango Juice g. Tropican
d. Xalta h. Mango Sip Inst.

Q7. When you think of fruit based beverage which brand come to your mind?

a. Maaza e. Frooti
b. Slice f. Maa
c. Real Mango Juice g. Tropican
d. Xalta h. Mango Sip Inst.

Q8. : Which of the fruit drink brands have you tried? Tick all applicable.

a. Maaza e. Frooti
b. Slice f. Maa
c. Real Mango Juice g. Tropican
d. Xalta h. Mango Sip Inst.

Q9. Which all brands you disliked drinking after trying them once, twice? Tick all
applicable.

a. Maaza e. Frooti
b. Slice f. Maa
c. Real Mango Juice g. Tropican
d. Xalta h. Mango Sip Inst.

Q10. For which all brands of fruit based beverage, you’ve seen advertisement
recently. You could’ve seen the advertisement anywhere, that’s TV, newspaper,
Magazines etc?

a. Maaza e. Frooti
b. Slice f. Maa
 c. Real Mango Juice g. Tropican
d. Xalta h. Mango Sip Inst.

Q11. On what occasions you prefer to drink these drinks?

a) When I am thirsty while travelling

b) Eating outside
 Ram Manohar Lohiya Avadh
University, Ayodhya, (U.P.)

RESEARCH REPORT ON
“A BRIEF STUDY ON MARKET POSITIONING OF BRAND MAAZA WITH CONTEXT TO
OTHER MANGO DRINKS IN FAIZABAD MARKET AT COCA COLA AMRIT BOTTLERS
PVT. LTD”

SUBMITTED TO: SUBMITTED BY:

MR. TAQUEER ANSARI ALAM KHUSHBU VERMA
SEMESTER: BBA 4th
ENROLLMENT NO:
20038

MEENA SHAH INSTITUTE

OFTECHNOLOGY AND MANAGEMENT
DEGREE COLLEGE, GONDA
 ACKNOWLEDGEMENT
The satisfaction of the successful completion of any task wouldn’t be complete
without the expression of gratitude to the people who made it possible.

I am very thankful to MR.TAQUEER ANSARI ALAM SIR for the guidance and
interest evinced throughout the preparation of this project.

I would like to thanks all the faculty members of MEENA SHAH INSTITUTE
OF TECHNOLOGY AND MANAGEMENT for guiding me and supporting me
in the completion of this project from time to time.

Last but not least my greatest gratitude to the almighty and my partner, without
their support this dreams would have remained dream.
 DECLARATION
I hereby declare that, This project report title THE COCA COLA COMPANY
submitted by me is based on actual work carried out by me under the guidance and
supervision of MR.TAQUEER ANSARI ALAM SIR any reference to work done
by any other person or institution or any material obtained from other sources have
been duly cited and referenced. It is further to state that this work is not submitted
anywhere else for any Examination.

I am solely responsible for any error in the work.

NAME: KHUSHBU VERMA

BBA 4TH SEMESTER

 ABSTRACT
“A brief study on Market Positioning of brand Maaza with context to other
mango drinks in Faizabad Market at Coca- Cola Amrit Bottlers Pvt. Ltd.”

1. To study the brand awareness towards the maaza brand.

2. To study the parameters which mostly affect while purchasing the maaza
fruit brand.
3. To study the satisfaction level towards the Maaza brand.
4. To study the Market Positioning of Brand Maaza with context to other
mango drinks in Faizabad region.
5. To compare the Maaza fruit brand.

This study helps to findout the strength, weakness opportunity and threats of brand
Maaza with the help of customers. We try to find out the weakness of Maaza brand
and the opportunity to increase the sale of Maaza brand in the Faizabad Market.
This study is very important for Coca-Cola in Gonda city to increase the Maaza
sale by overcoming from the threats of Coca-Cola Company.

This study is completed in Gonda city and I contacted the consumer, and found out
the market positioning of brand Maaza. I’ve selected 100 respondents from
consumer group of different area of Gonda city. I’ve used Excel for data analysis
and interpretation and find many strength, weakness, opportunity and threats of
Maaza and I gave many suggestion to increase the sale and improvement of
Maaza.

On 15 August I started my project under the guidance of MR.TAQUEER

ANSARI ALAM SIR. I have been allocated the area for survey in Gonda and
collect the data.
 EXECUTIVE SUMMARY
Coca cola, the product that has given the world its best known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca cola company is the world’s leading
manufacture, market and distributor of non- alcoholic beverage concentred and
syrups, used to produce nearly 400 beverage brands it sells beverage concentrated
and syrups to bottling and canning operators distributors fountain retailers and
fountain wholesalers.

Coca cola was first introduced by john Syth Pemberton a pharmacist, in the year
1886 in Atlanta, Georgia when he connected caramel-coloured syrup in the three-
legged brass kettle in his backyard. He first “distributor” the product by caring it in
a judge down the street to Jacob’s pharmacy and customer bought the drink for 5
cents at the soda fountain. Carbonated water was teamed with the new syrup,
whether by accident or otherwise, producing a drink that was proclaimed
“delicious and refreshing”, a theme that continuous to echo today wherever coca –
cola is enjoyed.

Coca cola originated as a soda fountain beverage in 1886 for five cents a glass.
Early growth was impressive, but it was only when a strong bottling system
developed that coca-cola became the world- famous brand it is today. Coca-cola
was the leading soft drink brand in India until 1977, when it rather reveals its
formula to the government and reduce its equity stake as required under the
foreign regulation act (FERA) which governed the operations of foreign companies
in India. In the new liberalized and deregulated environment 1993, coca cola make
its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian
bottling arm of the coca-cola company.

The main objectives of this study lies in understanding the organization and
studying and understanding the consumer’s perception and opinion about the latest
product, maaza, introduced into India, by the coca-cola company. A consumer
sampling involving 100 people was conducted in a gonda of 30 days across major
cities in order the given the product the required marketing push and to recognised
the prospective consumers and their opinion in order to develop and market the
product in a better way in the near future. The methodology used in studying and
understanding the perceived views of consumers towards the product was
‘SAMPLING’. The findings of the activity have been drawan out in form of a
graphs and suggestions have been offered there from.
 Table of Content
S. No. Content
1 Acknowledgement
2 Declaration
3 Abstract
4 Executive summary
5 Introduction
6 History
7 Industry Analysis
8 Comparative analysis of the Marketing Mix of Coca-
Cola “Maaza”
9 Research Methodology
10 Data Interpretation and Analysis
11 Finding
12 Suggestion
13 Reference
14 Appendix
 OBJECTIVE OF STUDY
1. “A brief study on Market Positioning of brand Maaza with context to other
mango drinks in Gonda.”

2. To study the brand awareness towards the Maaza.

3. To compare the brand Maaza with context to other mango drinks.

4. To study the satisfaction level towards the Maaza brand in consumers mind.

5. To study the satisfaction level towards the brand Maaza.