SUMMER INTERNSHIP REPORT

ON

“A STUDY OF CONSUMER SATISFACTION WITH

RANGE OF COCA COLA IN LUCKNOW CITY”

Submitted in Partial Fulfillment for the Award of Degree of

BACHELOR OF BUSINESS ADMINISTRATION
(BBA)
Submitted By
SHAH MOHD GULAM AKHTAR ISMAIL
Enroll No.: 2100100829
BBA, 5th Semester

Under the guidance of

Dr. Mohd Mustehsan
Assistant Professor

Department of Commerce & Business Management

Faculty of Commerce & Management
INTEGRAL UNIVERSITY
Kursi Rd, Lucknow, Uttar Pradesh 226026

Session: 2022-2023
i
Company Certificate

ii
 Department of Commerce & Business Management
Faculty of Commerce & Management
Integral University, Lucknow

CERTIFICATE

This is to certify that the Summer Training Project entitled “A STUDY OF

CONSUMER SATISFACTION WITH RANGE OF COCA COLA IN LUCKNOW
CITY”, submitted to the Department of Commerce & Business Management, Faculty of
Commerce & Management, Integral University, Lucknow in partial fulfillment for the award
of the degree of BACHELOR OF BUSINESS ADMINISTRATION, is a record of original
research work carried out by SHAH MOHD GULAM AKHTAR ISMAIL, Enroll No.:
2100100829, during the period of study 2022-2023 under my guidance and supervision.

The Summer Training project of the student is found to be satisfactory for submission
for the award of degree of BACHELOR OF BUSINESS ADMINISTRATION. I wish him all
the best for his future endeavors.

Dr. Mohd Mustehsan

Assistant Professor
(Supervisor)
Place: Lucknow

Date: __________

Summer Training Project evaluation Viva-Voce Examination Conducted on _____

Internal Examiner External Examiner

Head of the Department

iii
 DECLARATION

I the undersigned solemnly declare that the report of the Summer Training Project work
entitled “A STUDY OF CONSUMER SATISFACTION WITH RANGE OF COCA COLA
IN LUCKNOW CITY”, is based on my own work carried out during the course of my study
under the supervision of Dr. Mohd Mustehsan.

I assert that the statements made and conclusions drawn are an outcome of the project
work. I further declare that to the best of my knowledge and belief that the Summer Internship
Report does not contain any part of any work which has been submitted for the award of any
other degree/diploma/certificate in this University or any other University.

_______________________
(Signature of the Candidate)
SHAH MOHD GULAM AKHTAR ISMAIL
Enroll No.: 2100100829
BBA, 5th Semester

iv
 ACKNOWLEDGEMENT

I am highly obliged to Dr. Mohd Mustehsan, Assistant Professor, for granting me

permission to carry out my internship on “A STUDY OF CONSUMER SATISFACTION
WITH RANGE OF COCA COLA IN LUCKNOW CITY”.

Heartfelt thanks to my college faculty for their guidance. I simply feel myself blessed
being provided with a director like him.

I find immense pleasure in expressing my indebtedness and gratitude to staff for having
received much help and assistance.

Last but not the least I would like thank my family and friends for their support without
which this internship would not have been successful.

SHAH MOHD GULAM AKHTAR ISMAIL

Enroll No.: 2100100829
BBA, 5th Semester

v
 PREFACE

Research Report is an important part of the Management studies. It bears

immense important in the field of Business Management. It offers the student

to explore the valuable treasure of experience and an exposure to real work

culture followed by the industries and thereby helping the students to bridge

gap between the theories explained in the book and their practical

implementations.

Research plays an important role in future building of an individual so that

we can understand the real world in which he has to work in future. The

theories greatly enhance our knowledge and provide opportunities to blend

theoretical with the practical knowledge where researcher gets familiar with

certain aspect of research. I feel proud to get myself to do research at topic

“A STUDY OF consumer satisfaction with range of COCA COLA IN

LUCKNOW CITY”.

vi
 TABLE OF CONTENT

• Certificate i

• Declaration ii

• Acknowledgement iii

• Preface iv

1. Introduction 1-17

2. Company Profile 18-48

3. Objectives Of the Study 49-51

4. Research Methodology 52-54

5. Data Analysis & Interpretation 55-65

6. Findings 66-70

7. Recommendations 68

8. Conclusion 69-70

9. Bibliography 71

10. Annexure 72-74

vii
INTRODUCTION

1
 INTRODUCTION

This project is focused on studying the various marketing strategies of Coca-

Cola and the scenario of Indian soft drink industry in the 1990’s.

Coca-Cola Co., the global soft drink industry leader controlled Indian soft

drink industry till 1977. Then Janta Party beats the Congress Party and the

Central Government was changed. This change brought problems for Coca-

Cola principle bottler, who was a big supporter of Gandhi Family. Now

Janta Party government demanded that Coca-Cola should transfer its syrup

formula to an India subsidiary (Chakravarty, 43). Because of this Coca-Cola

backed and withdrew from the country. In the mean time, India’s two target

soft drink producers have gotten rich. Who were controlling 80% of the

Indian soft drink industry.

In 1993, the coco-Cola company came back to India. But the scenario of

Indian soft drink industry had been changed from 1977 to 1993. The

competition in the soft drink industry had become very tough. The major

competitor at that time were Pepsi and Parle. Parle’s best known brands

includes ThumsUp, Limca, Citra and others were Gold Spot and Maaza. At

that time Parle had a market share of 53% and Pepsi had a market share of

20%.
2
Now Coca-Cola had to make some strategies to survive in this tough

competition. For this Coca-Cola decided to take over Parle, so that the

company can take the advantage of Parle’s network. This decision was

proved very beneficial for Coke as it had ready access to over 2,00,000

retailer outlets and 60 bottlers of Parle’s network.

The marketing strategies which were made by Coca-Cola Company to win

the Cola war in 1990s had been very successful as Coca-Cola Company had

a total market share of 48.3% in 1998.

So, the Indian soft drink industry saw a dramatic change in the decade of

1990s. All the companies were trying to win the battle by making good

marketing strategies.

These days Coke and Pepsi are using the 4Ps of marketing mix (Price,

Product, Place and Promotion) in such a way so that a good quality can be

provided to the consumers at a reasonable price to attract the consumers

towards their brands.

Both the companies know that there is so much potential in the Indian soft

drink industry and the can increase their sales by making good marketing

3
strategies. So, they are spending a huge amount of money on advertising and

other sales promotional activities of their brands.

SOFT DRINK INDUSTRY: AN OVERVIEW

It all began in 1886, when a tree legged brass kettle in Hohn Styth

pemberton’s backyard in Atlanta was brewing the first P of marketing leged.

Unaware the pharmacist has given birth to a caromel colored syrup, which is

now the chief ingredient of the world’s favorite drink. The syrup combined

with carbonated the soft drink market. It is estimated that this drink is served

more than one thousand million times in a day.

Equally oblivious to the historic value of his actions was Frank Ix.

Robinson, his partner and book keeper. Pemberton & Robinson laid the first

foundation of this beverage when an average nine drinks per day to begin

with, upping volumes as sales grew.

In 1894, this beverage got into bottle, courtesy a candy merchant from

Mississippi. By the 1950’s Colas were a daily consumption item, stored in

house hold fridges. Soon were born other non- Cola variants of this product

like orange & Lemon.

4
Now, the soft drink industry has been dominated by three major player – (1)

The New York based Pepsi co. Inc.(2) The Atlanta based Coca Cola co. (3)

The United Kingdom based Cadbury Schweppes.

Throughout the globe these major players have been battling it. Out for a

bigger chunk of the ever-growing cold drink market. Now this battle has

begun in India too. India is now the part of cold drink war. Gone are days of

Ramesh Chauhan, India’s one time Cola king and his bouts of pistol

shooting. Expect now to hear the boon of cannons when the Coca Cola &

Pepsi co. battle it out for, as the Jordon goes a bigger share of throat. By

buying over local competition, the two American Cola giants have cleared

up the arena and are packing all their power behind building the Indian

franchisee of their globe girdling brands. The huge amount invested in

fracture has never been seen before. Both players seen an enormous

potential in his country where swigging a carbonated beverage is still

considered a treat, virtually a luxury. Consequently, by world standards

India’s per capita consumption of cold drinks as going by survey results is

rock bottom, less than over Neighbors Pakistan & Bangladesh, where it is

four times as much.

5
Behind the hype, in an effort invisible to consumer Pepsi pumps in Rs 3000

crores (1994) to add muscle to its infrastructure in bottling and distribution.

This is apart from money that company’s franchised bottles spend in

upgrading their plants all this has contributed to substantial gains in the

market. In Colas, Pepsi is already market leader and in certain cities like

Banaras , Pepsi outlets are on one side & all the other Colas put together on

the other. While Coke executive scruff at Pepsi’s claims as well as targets,

industry observers are of the view that Pepsi has definitely stolen a lot from

its competitor Coke.

Apart from numbers, Pepsi has made qualitative gains. The foremost is its

image. This image turnaround is no small achievements, considering that

since it was established in 1989, taking the hardship route prior to

liberalization and weighed down by export commitments.

Now, at present as there are three major players Coke, Pepsi and Cadbury

and there is stiff competition between first two, both Pepsi and Coke have

started, sponsoring local events and staging frequent consumer promotion

campaigns. As the mega event of this century has started, and the marketers

are using this event – world cup football, cricket events and many more

other events.

6
Like Pepsi, Coke is picking up equity in its bottles to guarantee their

financial support; one side Coke is trying to increase its popularity through.

Eat Food, enjoy Food. Drink only Coca Cola. Eat cricket, sleep cricket.

Drink only Coca Cola. Eat movies, sleep movies. Drink only Coca Cola.

But no doubt’ that UK based Cadbury is also ecognising its presence. So

there is a real crush in the soft drink market.with launch of the carbonated

organize drink Crush, few year ago in Banaras ., the first in a series of a

launches , Cadbury Schweppes beverage India (CSBI) HAS PLANNED:-

The world third largest soft drink marketers all over the country.CSBI o

wholly owned subsidiary of the London based $ 6.52billion. Cadbury

Schweppes is hoping that crush is going well and well not suffer the same

fate as the Rs. 175 crore Cadbury india’s apple drink Apella. CSBI is now

with orange (crush), and Schweppes soda in the market.

As orange drinks are the smallest of non-Cola categories that is Rs. 1100

crore market with 10% market share and Cola heaving 50% is followed by

Lemon segment with 25%.

The success of soft drink industry depends upon 4 major factors viz.

7
  Availability

 Visibility

 Cooling

 Range

AVAILABILITY

Availability means the presence of a particular brand at any outlet. If a

product is now available at any outlet and the competitor brand is

available, the consumer will go for the outlet because generally the

consumption of any soft drink is an impulse decision and not

predetermined one.

VISIBILITY

Visibility is the presence felt, if any outlet has a particular brand of soft

drink say- Pepsi Cola and this brand is not displayed in the outlet, then its

availability is of no use. The soft drink must be shown off properly and

attractively so as to catch the attention of the consumer immediately Pepsi

achieves visibility by providing glow signboards, hoarding, calendars etc.

8
 to the outlets. It also includes various stands to display Pepsi and other

flavours of the company.

COOLING

As the soft drinks are consumed chilled so cooling them plays a vital role

in boosting up the sales. The brand, which is available chilled, gets more

sale than the one which is not, even if it is more preferred one.

RANGE

This is the last but not the least factor, which affects the sale of the

products of a particular company.

MARKETING MIX OF COCA-COLA

Firstly, we will look at how Coca-Cola has used their marketing mix. The

marketing mix is divided up into 4 parts; product, price, promotions and

place.

1. Product:

The product (Coca-Cola soft drink) includes not just the liquid inside but

also the packaging. On the product-service continuum we see that a soft

9
drink provides little service, apart from the convenience. Soft drinks satisfy

the need of thirst. However, people are always different, some want more

and others want less. Therefore Coca-Cola has made allowances for that by

providing many sizes. We also have particular tastes, and again they have

provided several options. So, although thirst is what is needed to be satisfied

and that is the core benefit, we are receiving other benefits in the taste and

size. Coca-Cola has developed several different flavours and sizes as

mentioned above, but also several brands such as Sprite, Lift, Fanta and Diet

Coke which increase the product line length, thus making full use of the

market to maximize sales.

The product is convenient, that is - bought frequently, immediately, and with

a minimum of comparison and buying effort. The appearance of the product

is eye catching with the bright red colour. It has a uniquely designed bottle

shape that fits in your hand better, and creates a nicer & more futuristic look.

The quality of the soft drink is needed to be regularly high. Sealed caps

ensure that none of the "fizz" is lost. The bottles are light, with flexible

packaging, so they won't crack or leak, and are not too heavy to casually

walk around with. The cans are also light and safe.

The product range of Coca-Cola includes:

10
 Coca-Cola,

 Coca-Cola classic,

 caffeine free Coca-Cola,

 diet Coke

 caffeine free diet Coke,

 diet Coke with lemon

 Vanilla Coke,

 diet Vanilla Coke,

 Cherry Coke,

 diet Cherry Coke,

 Fanta brand soft drinks,

 Sprite,

 diet Sprite

 Sprite Remix

11
Product Lifecycle of Coke:

Product life cycle has four phases

1. Introduction

2. Growth

3. Maturity

4. Decline.

The markets where Coke is a dominant player are United States of America,

Europe and Asia, Africa. There is a vast difference in terms of above given

phases for example, in U.S.A & Europe it has reached maturity stage where

it can’t expand its market more but if we consider Asia, it is still in the

growth phase.

Coca-Cola is currently going through the maturity stage in Western

countires. This maturity stage lasts longer than all other stages.

Management has to pay special attention to products during this stage of the

product life-cycle. During the maturity stage, products usually go through a

slowdown in sales growth. According to Coca-Cola's 2001 annual report,

12
sales have increased by 1.02% compared to last year. This percentage has no

comparison to the high level of growth Coca-Cola enjoyed during its growth

stage. To add a little variation Coca-Cola took the Coca-Cola Classic and

added variations to it, including Cherry Coke, Vanilla Coke and Diet Coke.

Also Coca-Cola went from 6-oz. glass bottles to 8-oz. cans to plastic liter

bottles, all helping increase consumption.

COCA-COLA

2. Price:

Like any company who has successfully endured a century of

existence, Coca- Cola has had to remain tremendously fluent with

13
 their pricing strategy. They have had the privilege of a worthy

competitor constantly driving them to be smarter, faster, and better. A

quote from Pepsi Co's CEO "The more successful they are, the

sharper we have to be. If the Coca-Cola Company didn't exist, we'd

pray for someone to invent them." states it simply. The relationship

between Coca-Cola & Pepsi is a healthy one that each corporation has

learned to appreciate.

Throughout the years Coca-Cola has made many pricing decisions but one

might say that their ultimate goal has always been to maximize shareholder

value. As Cola consumption has decreased in the US Colas have come to

realize the untapped international market. In 2003 both Coke and Pepsi had a

solid presence in India and had each introduced a 300mL bottle. In order to

grab market share Pepsi began to drop prices (even with summer

approaching, which was contrary to policy in America). Shortly thereafter,

Coca-Cola decided to drop their prices slightly, but focused on the reduced

price point of their 200mL container. Coca- Cola planned to use the lower

price point to penetrate new cities that were especially price sensitive. The

carbonated soft drink market in India is nearly 37% of the total beverage

market there.

14
This low price strategy was not unfamiliar to Coca-Cola. Both Coke & Pepsi

utilized a low price strategy in the early 1990s. After annihilating the low

price store brands, Coke chose to reposition itself as a "Premium" brand and

then raise prices.

Coca-Cola products would appear, on the shelf, to have the most expensive

range of soft drinks common to supermarkets, at almost double the cost of

no name brands. This can be for several reasons apart from just to cover the

extra costs of promotions, for which no name brands do without. It creates

consumer perceptions and values. When people buy Coca-Cola they are not

just buying the beverage but also the image that goes with it, therefore to

have the price higher reiterates the fact that the product is of a better quality

than the rest and that the consumer is not cheap. This is known as value-

based pricing and is used by many other industries in attracting consumers.

In India, the average income of a rural worker is Rs.500 a month. Coca Cola

launched a 200 ml bottle for just Rs.5, an affordable amount on the pockets

of the rural audience.

3. Place:

Coca-Cola entered foreign markets in various ways. The most common

modes of entry are direct exporting, licensing and franchising.

15
Besides beverages and their special syrups, Coca-Cola also directly exports

its merchandise to overseas distributors and companies. Other than

exporting, the company markets internationally by licensing bottlers around

the world and supplying them with the syrup needed to produce the product.

There are different types of franchising. The type that is used by Coca-Cola

Company is manufacturer-sponsored wholesaler franchise system. It is very

comparable to licensing but the only difference is that the finished products

are sold to the retailers in local market.

Coca Cola has managed their company’s marketing and sales strategy within

channels. Have you ever considered the significance of the Coke vending

machine to the success and profitability of the Coca Cola company? This

channel is direct to consumer and vending machines often have little to no

competition and no trade or price promotions.

The Coke Company operates three primary delivery systems for its business

channels:

 Bulk delivery for the channels of large Supermarkets, Mass

Merchandisers and Club stores;

16
  For smaller channels Coke does advanced sale delivery for

convenience stores, drug stores, small supermarkets and on-premise

fountain accounts.

 Full service delivery for its full service vending customers.

Key Channel Listing

 Supermarkets

 Convenience Stores

 Fast Food

 Petroleum Retailers

 Chain Drug Stores

 Hotels/Motels/Resorts

 Mass Merchan-disers

 U.S. DOD Military Resale retail commands: AAFES, NAVRESSO

and DECA

 Vending

17
COMPANY PROFILE

18
 COMPANY PROFILE

Coca-Cola Enterprises, established in 1886, is a young company by the

standards of the Coca-Cola system. Yet each of its franchises has a strong

heritage in the traditions of Coca-Cola that is the foundation for this

Company.

The Coca-Cola Company traces it’s beginning to 1886, when an Atlanta

pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale

in fountain drinks. However the bottling business began in 1899 when two

Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead,

secured the exclusive rights to bottle and sell Coca-Cola for most of the

United States from The Coca-Cola Company.

The Coca-Cola bottling system continued to operate as independent, local

businesses until the early 1980s when bottling franchises began to

consolidate. In 1986, The Coca-Cola Company merged some of its

company-owned operations with two large ownership groups that were for

sale, the John T. Lupton franchises and BCI Holding Corporation's bottling

19
holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock

to the public on November 21, 1986, at a split-adjusted price of $5.50 a

share. On an annual basis, total unit case sales were 880,000 in 1986.

In December 1991, a merger between Coca-Cola Enterprises and the

Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger,

stronger Company, again helping accelerate bottler consolidation. As part of

the merger, the senior management team of Johnston assumed responsibility

for managing the Company, and began a dramatic, successful restructuring

in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were

$5 billion

The Coca-Cola Company is the world’s largest beverage company. They

operate in more than 200 countries & markets more than 2800 beverage

products. Headquartered at Atlanta, Georgia, they employ approximately

90500 employees all over the world. It is often referred to simply as Coke or

(in European and American countries) as Cola or Pop.

The Coca-Cola Company is the global Soft drink industry leader, with

world headquarters in Atlanta, Georgia. The company and its subsidiaries

employ nearly 30,000 people around the world Syrups, concentrates and

beverages bases for Coca-Cola, the company’s flagship brand, & over 160

20
other Company Soft Drink brands are manufactured and Sold by the Coca

Cold Company and its Subsidiaries in nearly 200 countries around the

world. In fact approximately 70% of company volume and 80% of company

profit come from outside the United States.

By contract with the Coca-Cola Company on its local subsidiaries,

local businesses are authorized to bottle and sell company soft drinks within

certain territorial boundaries and under conditions that ensure the highest

standards of quality and uniformity.

The Coca-Cola takes pride in being a worldwide business that is

always local. Bottling and distribution operations are, with some exception,

locally owned and operated by independent business people who are native

to the nations in which they are located.

The Coca-Cola company stock, with ticker symbol KO2 is listed and

traded in the United States on the New York stock exchange, common stock

also is traded on the on the Boston, Chicago, Pacific an Philadelphia

Exchanges Outside the United States, Company common stock is listed and

traded on common and swiss exchanges.

The Company operating management structure consists of five

geographic groups:
21
1. The North America Group Comprises the United States and Canada.

2. The Latin American group includes the Company’s operations across

Central and South American from Mexico to Argentina.

3. The Company’s most populated operating group, the Middle and far east

group, ranges from the Middle East to India, China, Japan and Australia.

4. The greater Europe group stretches from Greenland to Russia’s far last,

including some of the most established markets in Western Europe and

the rapidly growing nations of Eastern and Central Europe.

5. The Africa group includes the Company’s business in 50 countries in Sub

Sahara Africa.

The Coca-Cola Company continues to activate sponsorships

throughout the world including associations with World Cup Soccer. The

National Football league. NASCAR, the Tour de France, the Rugby World

Cup, COPA America and numerous local sports teams. The Coca-Cola

Company has sponsored the Olympic games since 1928.

22
 MISSION, VISION AND VALUES

The world is changing all around us. To continue to thrive as a business over

the next ten years and beyond, we must look ahead, understand the trends

and forces that will shape our business in the future and move swiftly to

prepare for what's to come. We must get ready for tomorrow today. That's

what our 2020 Vision is all about. It creates a long-term destination for our

business and provides us with a "Road map" for winning together with our

bottling partners.

Our Mission

Our Road map 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

23
Our Vision

Our vision serves as the framework for our Road map and guides every

aspect of our business by describing what we need to accomplish in order to

continue achieving sustainable, quality growth.

 People: Be a great place to work where people are inspired to be the

best they can be

 Portfolio: Bring to the world a portfolio of quality beverage brands

that anticipate and satisfy people’s desires and needs

 Partners: Nurture a winning network of customers and suppliers,

together we create mutual, enduring value

 Planet: Be a responsible citizen that makes a difference by helping

build and support sustainable communities

 Profit: Maximize long-term return to share owners while being

mindful of our overall responsibilities

 Productivity: Be a highly effective, lean and fast-moving organization

24
Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be

required of us to make our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave

in the world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius

 Integrity: Be real

 Accountability: If it is to be, it’s up to me

 Passion: Committed in heart and mind

 Diversity: As inclusive as our brands

 Quality: What we do, we do well

25
Focus on the Market

 Focus on needs of our consumers, customers and franchise partners

 Get out into the market and listen, observe and learn

 Possess a world view

 Focus on execution in the marketplace every day

 Be insatiably curious

Work Smart

 Act with urgency

 Remain responsive to change

 Have the courage to change course when needed

 Remain constructively discontent

 Work efficiently

26
Act Like Owners

 Be accountable for our actions and in actions

 Steward system assets and focus on building value

 Reward our people for taking risks and finding better ways to solve

problems

 Learn from our outcomes -- what worked and what didn’t

Be the Brand

 Inspire creativity, passion, optimism and fun

27
 COKE IN INDIA

Coke gained an early advantage over Pepsi since it took over Parle in

1994. Thus it had ready access to over 2,00,000 retailer outlets and 60

bottlers.

Thus Coke had greater than Pepsi because it had ready access to the

Parle network. For example in 1994 Pepsi had 20 bottlers to serve the entire

country while Coke had Parle’s 60 bottlers. In an important market like

Delhi Pepsi had just one bottler while Coke had four. On the other hand

Pepsi had taken over the Dukes Mangola of Mumbai.

In 1993, Pepsi Foods Ltd. had control over the Rs. 1,100 - Crore

Indian Soft Drinks market. At that time, the soft drinks trycoon Ramesh

Chauhan, was heading the Parle group and at that time was deciding to

explore the possibility of selling his best rolling brands to Coke, rather than

to Pepsi. Pepsi had entered the market 3 years before Coke did. Before the

Coke-Parle tie-up in '93- Ramesh Chauhan had 2 options before him- (1) to

stick around, fight it out again and hopefully, continue with his number one

position. (2) to sell out to Coca-Cola for a good return. This risk of losing

out to one of the multinationals, eventually, seemed to be throwing up the

second alternative. Ramesh Chauhan told business world (India's most

28
popular business magazine) that "it is better to seek a compromise than to

fight a lone battle". But he was wisely simultaneously taking steps to

safeguard his market share. In a few months, Parle's products will be

launched in 250 ml instead the current 200 ml. The indications are that the

company will hold the price line. Incidentally, both Pepsi and Coke (if it

finally gets in) will cost more than local brands because of the 300% duly on

the imported ingredients. However, this scenario was taking place pre-

liberalization period and hence implied a very high duty on imported items.

Entry of Pepsi and Coke in India or their proposals were at that time

being opposed because of the impact of first - strike on the minds of

consumers. If Coca-Cola is allowed an easy and quick entry through a

window established by the government, there can be no justification for

denying similar access to Pepsi Co.

Basically what was wrong at that time with the Coke proposal was

that while the Pepsi deal could go through under the camouflage of

horticultures and agriculture development as their proposal stated, a pure

soft drinks project was not so politically palatable (as it would greatly

hamper the indigenous industry).

29
 Coke had plans, to invest $ 20 million in India and Pepsi was going to

pump in Rs. 300 crore more. Ramesh Chauhan greatest compulsion, to 90 in

for the 2nd option was that many of his biggest bottlers were preparing to

desert him for Coke, .since the bottlers accounted for nearly one-third of

Parle's sales. Parle's biggest bottles in the Easter region,. Goenka,

accounted for 80% market share in Calcutta, felt that the future lay with

Coca-Cola, no Indian company had the financial muscle to take on Coke.

Also, there was the most convincing factor for the tie-up, that Parle's

Position in the Indian soft drinks market and Coca-Cola's marketing

strengths and experience would make an unbeatable combination. At that

time according to the world’s most popular and well known magazine,

Fortune, had rated Coke as the world's best brand. Even Coke would greatly

benefit from the tie-up, as Coke with Parle’s wide spread bottling and

distribution network, which was spread over more than a thousand towns

and cities and the gradual withdraw of Parle brand would ensure Coke

would be the king. Parle's best known brands include Thums Up, Limca,

Citra and others were GOLD SPOT and Maaza.

The biggest advantage to Parle from the tie-up would be an instant

gain of $ 40 million, which could be used profitably in other ventures.

30
 According to a report the deal was that, Parle Exports had transferred

the rights of all its reputed soft drinks brands to Coca-Cola company, USA.

In short, Coca-Cola Company became the exclusive owner of Thums Up,

Limca, Gold Spot, Citra and Maaza and could therefore, withdraw them

from the market whenever it would want to.

Under the agreement, the existing bottlers of Parle Exports would

continue to produce Parle brands under the licence from the Coca-Cola

company. The U.S. Multinational proposed to introduce its international

brands -Coke, Fanta and Sprite at an appropriate time. The Parle bottlers

will be bottling these Coco - Cola brands also. The exact nature of Parle,

Coca-Cola tie-up is given below :

So, Ramesh Chauhan, sold his soft drink brands of the U.S.

Multinatinal for ($ 40 million) and is presently a major Coke bottler. Delhi -

based Parle Chairman gave up his ownership of his soft drinks brand

(Thums Up, Limca, Citra and Gold Spot) and was awarded the bottling

franchisee for Delhi, Bombay, Surat and Ahmedabad. Coke depends on the

54 bottling plants which it was inherited from the Parle by out.

31
So, logically all brands of Parle as well as Coca-Cola will be marketed

together. The only problem being that Parle bottlers would not be able to

meet the peculiar quality requirements of Coke.

MARKET SHARES IN % FIGURES (2012-13)

Pure Drinks
10% Others
Pepsi 4%
26%

Coke + Parle
60%

Model of Brand Selection

 Customer buys on value

 Value equals quality relative to price

 Quality includes all non-price attributes that count in the purchase

decision

 Product

 Customer service

 Quality, price and value, are not absolute, but relative to competitors.

32
 Quality Product

Value Customer Service

Price

ASSUMPTIONS

 Improvements in perceived quality in turn lead to high market share and

market leaders spend to build their franchise.

 Companies spend a larger share of their sales income on advertising and

tend to be much more profitable than companies that spend less.

 Brands that spend a much larger than average share of their sales on

advertising earn an average return on investment of 32% while brands

that advertise much less than their competitors average only 17%.

 Increases in advertising expenditure are closely correlated with gains in

master share (even after adjusting for the effects of other factors).

 Sales promotions like price-off, etc. has no significant correlation with

market share changes(only its effect on consumer behaviour is observed).

 To some extent companies with high, quality simply have more to say in

their advertising, so they are likely to spend more money saying it.

33
 Market-perceived quality is a more important measure of competitiveness

than market share for 2 bey reasons :

1. Most market leaders had to develop quality leadership to achieve their

large share position superior quality is the base upon which market

leadership is usually built.

2. Generally according to data, business that begin with a large share of

the market tend to lose share. By contrast, those that begin with

superior quality tend to hold or gain share.

Therefore, market share is often a lagging indicator of a company's

performance; quality is the clear key to success.

Pepsi is a perfect example, since it came to India in 1989 with a

market share of 0% it now in 1998 enjoys a share of 45.2% in the market.

But in case of soft drink, the 2 Cola giants Pepsi and Coke cannot to a

great extent differentiate on their brands (but of course in terms of taste and

fizz), a lot has to be spent on’ ads, packaging and promotion, i.e., making it

more easily available.

However, recently in the world's famous business magazine, fortune,

Coca Cola was rated as the world's number one brand.

34
 It must be noted that the brand also has to work in different ways from

market to market. A constant check on, brand management techniques, on

the promotion of the brand, in a consistent and robust manner, is essential

for the brands future. One point where Coke scores over Pepsi has been in

production and distribution system internationally and nationally (because of

access to Parle's distribution network) which ensures the product reaches the

consumers in perfect condition.

The advertising message that is conveyed to the people in the

advertising slogan "Always the real thing" (1993), is a credible statement

about the brand's virtues. What reinforces this conviction amongst,

consumers, apart from the reassurance provided by the consistent quality of

the Coca Cola product, is that competitive brands all seek to emulate Coca

Cola. There is very little attempt on their part to create a distinctive

positioning and personality for their brands. A vast complex network of

production, distribution and marketing has kept the brand in front.

Coca Cola has entered new markets and also developing market

economics (like India) with much-needed jobs.

35
 Coke attributes its success to bottlers, the Coca Cola system itself, i.e.,

its executive committees, employees, BOD, company presidents but above

all from the consumer.

Coke's red color catches attention easily and also the Diet Coke which

it introduced was taking the Cake, as Pepsi has not come out with this in

India.

Ever since Coke's entry in India in 1993, Coke made a come back

(after quitting in 1977), in October 24 in Agra, the city was flooded by

trucks, there wheelers, tricycle cards-all with huge red Coke-emblazoned

umbrellas. Retailers were displaying their Coke bottles in distinctive racks,

also with specially-designed iceboxes to keep Coke bottles cold. This was

one big jolt to Pepsi.

36
MARKETING MIX

WHAT IS A MARKETING MIX?

It is a set of controllable tactical marketing tools - product, price,

place & promotion - that the firm blends to produce the response it wants in

the target market.

THE FOUR PS OF THE MARKETING MIX

PRODUCT PRICE
Product Variety List Price
Quality MRP
Designs Discounts
Features Allowances
Brand name Pay Period
Packaging CR Terms
Sizes TARGET
Services CUSTOMERS
Warranties INTENDED
Returns POSITIONING

PLACE
PROMOTION
Channels
Advertising
Coverage
Personal Selling
Assortments
Sales Promotion
Locations
Public Relation
Transportation
Logistics

37
 Effective marketing would be blending the marketing mix elements

into a coordinated programme designed to achieve the company’s marketing

objective by delivering value to consumers.

Cola - Cola has always worked upon their marketing mix tools since

its entry into India and Coke’s objective has been to strengthen their brand in

important segments of the market and to gain a competitive edge over Pepsi

brands.

MARKETING MIX OF COKE

a) PRODUCT

Coke was launched in India in Agra, October 24, in '93', soon after its

traditional all Indian launch of its Cola. at the sparking new bottling plants at

Hathra, near Agra. Coke was back with a bang after its exit in 1977.

Coke was planning to launch in next summer the orange drink, Fanta-

with the clear lemon drink, sprite, following later in the year.

Coke already owns more brands than it will over need, since it has

bought out Ramesh Chauhan. Coke just needs to juggle these brands around

38
dextrously to meet its objectives, to ensure that Pepsi does not gain market

share in the process.

For if a vacuum develops, it is Pepsi which has the brand muscle and

the distribution network to grab customers today-not Coke. But Coke could

not reduce its marketing support for Thums Up until its own Cola would hit

the four major metros (Delhi. Bombay, Calcutta and Madras) Therefore,

Coke had to give its existing levels of support for Parle's brands and would

push Thums Up and Limca. Coke has plans to' use quality and hygiene as

USPs. Their aim seems to be to expand market by market, Learning from

their mistakes.

In, 1998 Coke's product line includes, Coca-Cola, Thums Up, Fanta,

Gold Spot, Maaza, Citra, Sprite, Bisleri Club Soda and Diet Coke.

39
All India Market Share „ 98

Overall 48.3%

Coca-Cola 10.8%

Thums up 16%

Fanta 5%

Limca 10%

Gold Spot 1.5%

Others 5%

PACKAGING

Coca-Cola India Limited (CCIL) has bottled its Cola drink in different

sizes and different packaging i.e., 200 ml bottle, 300 ml. Bottle, 330 ml.

Cans, 500 ml. Bottle fountain Pepsi, and bottles of 1 and 1.5 ltr.

PRODUCT POSITIONING

One important thing must be noticed that Thums Up is a strong brand

in western and southern India, while Coca Cola is strong in Northern and

Eastern India. With volumes of Thums Up being low in the capital, there are

likely chances of Coca Cola slashing the prices of Thums Up to Rs. 5 and

continue to sell Coca Cola at the same rate. Analysts feel that this

40
strategy may help Coke since it has 2 Cola brands in comparison to Pepsi

which has just one.

Thums Up accounts for 40% of Coca Cola company's turn over,

followed by Coca Cola which has a 23% share and Limca which accounts

for 17% of the turn over of the company. (Thums up being the local drink,

its share in the market is intact, forcing the company to service the brand, as

it did last year Mr. Donald short CEO, Coca Cola India, said that, " we will

be absolutely comfortable if Thums Up is No. 1 brand for us in India in the

year 2005. We will sell whatever consumers wants us to". Coca Cola India

has positioned Thums up as a beverage associated with adventure because of

its strong taste and also making it compete with Pepsi as even Pepsi is

associated with adventure, youth.

41
 PORTER'S FIVE FORCES MODEL OF COCA COLA

BARGAINING POWER OF SUPPLIERS

Most of the ingredients needed for beverages and snacks are basic

commodities such as potatoes, flavor, color, caffeine sugar, packaging etc.

So the producers of these commodities have no bargaining power over

the pricing for this reason; the suppliers in this industry are weak.

Bargaining Power of Buyers

Buyers in this industry have the bargaining power, because main source of

the revenue and market share in beverage and food industry are fast food

fountain, convenience stores food stores vending etc. The profit margins in

each of these segments noticeably demonstrate the buyer power and how

special buyers pay diverse prices based on their power to bargain.

42
Threat of New Entrant

There are many factors that make it hard for new player to enter the

beverage industry some of important factors are brand image and loyalty,

advertising expense, bottling network, retail distribution fear of retaliation

and global supply chain.

Brand Image / Loyalty

Pepsi and Coke continuously focusing on increasing their biggest beverage

and food products, they has built some of the globe’s strongest brands that

are loved by consumers throughout the world. Innovative Marketing has

leveraged their worldwide brand-building strength to attach with consumers

in significant ways and impel the growth globally. These all

campaign results in higher amount of loyal customer’s and strong brand

equity throughout the world. In 2011, Coca-Cola was declared the world’s

most valuable brand according to Interbrand’s best global brand. This makes

it impossible for new entrance to enter the beverage industry easily.

Advertising Spend

Cock and Pepsi has very effective advertising campaign, their advertising

also represent the cultures of different countries. They also sponsor different

43
games and teams and also featured in countlesstelevision programs and

films. The marketing and advertising expense was approximately $ 15

billion. This makes landscape very harder for new players to succeed.

Bottling Network

Pepsi and Coca Cola have live and exclusive contracts with bottler’s that

have privileges in all over the world. These franchise agreements or

contracts forbid bottler’s from keeping competitor’s brands. Coke has the

world's largest beverage distribution network; consuming in more than 200

countries enjoys the Coke’s beverages at an average of nearly 1.6 billion

servings a day. Coca-Cola is sold in restaurants, vending machine and stores

in more than 200 countries. PepsiCo has adopted the globe’s most powerful

“go-to-market systems”, serving more than 10 million outlets a week by

operating greater than 100,000 different routes, and producing more than

$300 million in retail sales per day. They have also purchased some of the

bottlers, this makes difficult for new players to get bottler contracts or to

build their bottling plants.

44
Retail Distribution

Coke and Pepsi offers 16 to 21 percent margins to retailers for the space they

present. These margins are substantial for retailers and this makes it very

hard for the new player to persuade retailer’s to carry their products.

Fear of Retaliation

It is very difficult for new player to enter in this industry because; they will

be highly retaliating by local players in local markets and in global scenario

they have to face the duopoly of Coke and Pepsi. This ultimately could

result in price war which affects the new player.

Global Supply Chain

Cock Bill & Melinda Gates Foundation and nonprofit TechnoServe initiated

a partnership to facilitate more than 50,000 small fruit farmers in Kenya

Uganda to increase their productivity and double their incomes by 2014.

Coke has significant opportunities within global supply chain to encourage

and develop more sustainable practices to benefit consumers, customers and

suppliers. While; it is still in the premature stages of exploring these

opportunities and dedicated to the economic vitality and health of the

farming communities our supply chain engages. Pepsi promotes and support
45
sustainable agriculture not only because it makes good business sense, it

purchase million tons of potatoes and fruits.

Threat of Substitute Products

Large numbers of substitutes are available in the market such as water, tea,

juices coffee etc. But firms counter them with innovative marketing and

massive advertising which build growth for their brands by highlighting

their benefits. Players also differentiate themselves by well-known global

trade marks, brand equity and availability of the products which most of the

substitute products can not contest. To protect themselves from competition

players in soft drink industry offer Diversify products such as such as Pepsi

offers soft drinks (Pepsi, Slice, Mountain Dew), beverages (Tropicana

Juices, Dole Juices, Lipton tea, Aquafina bottled water, Sport drinks,

Tropicana Juices), Snacks (Rold Gold pretzels and Frito-Lay). Coke also

offers most diversified range of products such as Cola-Cola Cherry, Coca-

Cola Vanilla, Diet Coke, Diet Coke Caffeine-Free, Caffeine-Free Coca-Cola

and range of lime or coffee and lemon.

Competitive Rivalry within an Industry

Beverage industry competition can be classified as a Duopoly with Pepsi and

Coca Cola. Themarket share of other competitors is too low to encourage

46
any price wars. Cola-Cola gets competitive advantage through the well-

known global trade marks by achieving the premium prices. It means Cola-

Cola have something that their competitors do not have. While Pepsi has

leveraged its worldwide brand-building strength to attach with consumers in

significant ways and impel the growth globally

PEST ANALYSIS OF COCA COLA COMPANY

As the leading beverages company in the world, Coca Cola almost

monopolizes the entire carbonated beverages segment. Beside it, Coca Cola

also maintain their reputation as the leading company in the world using

PEST Analysis so that Coca Cola can examine the macro-environment of

Coca Cola’s operations.

Political

When Coca Cola had decided to enter a country to distribute the products,

Coca Cola was monitoring the policies and regulations of each country. For

the example, when entering Moslems country such as Indonesia or Malaysia,

Coca Cola followed the regulation by adding “Halal” stamp in each Coca

Cola’s products. In this case, Coca Cola has no political issues in this matter.

47
Economic

Coca Cola also has low growth in the market for carbonated beverages

(North America). The market growth was 1% in 2004. For stimulating the

growth, Coca Cola had spent high budget of advertisement to endorse the

customers.

Social

Nowadays, customers tend to change their lifestyle. Customers more aware

about health consciousness by reducing in drinking carbonated beverages to

prevent diabetes or other diseases. As a result, Coca Cola’s demand for

carbonated beverages has decreased and the revenues also decreased. Thus,

Coca Cola diversify the products by adding production lines in tea (Nestea),

juices (Minute Maid), mineral water (Dasani and Ades), and sport drinks

(Powerade), and others.

Technological

Because of the developing technology, Coca Cola has advanced technology

in producing the products. Then, Coca Cola made innovations by giving

flavors to the Coke, such as Cherry Coke, Diet Coke, Coca Cola Zero, Coke

with Lime, and others. But, the customers still prefer the original taste of

traditional Coke; it can be seen by the high demands in traditional Coke.

48
OBJECTIVE OF THE

STUDY

49
 OBJECTIVE OF THE STUDY

1. To study the range by Coca-Cola.

2. To study the advertising effectiveness Coca-Cola on customer

3. To analyze the awareness of consumer regarding Coca Cola.

4. To help the company for further changes in the quality, pricing, and

policies.

SCOPE OF STUDY

The scope formulation is the first step to a successful Research process.

Project undertaken the problem of analyzing the consumer buying

behaviour of Coca Cola.

IMPORTANCE AND USE OF THE STUDY

To keep things in mind that as the ever changing competitive business

environment. New thoughts and ideas should pour into its, Research &

Development to innovate its existing products which should be beyond

competitors comprehension.

This study enables the user with answer to formulate an effective

marketing mix strategy with a broader prospective to tap areas where it

50
did not feel the need earlier, hence the decision of whether to penetrate

this section or not can be found out at the end of the data analysis.

It also gives an idea of the potential of our business in the future & the

fluctuation in prices from time to time & from product to product.

Special reference is made to the improvement of ability of product in

terms of packaging & product innovations & advertisement always

means to cut down competitors.

51
 RESEARCH

METHODOLOGY

52
 RESEARCH METHODOLOGY

Research design

The Research available is descriptive so as to describe the complete qualities

of juices available in market.

Sources of Data collection

To do a research always we use two sources of data collection. Primary and

secondary.

Primary Source:

It is the source which collects the primary data through Questionnaire and

record the raw data for further analysis, Primary source is used by the face-

to-face survey with the customers of the company.

Secondary Source:

Secondary source is the internet, magazines, and old data files of the

research.

53
Sampling Technique

The sampling technique which has been used in this research is simple

Random sampling. This has been used in order to simplify the process of

sample collection and to use our own wisdom and parameters in relation to

selection of sample.

Sample size: 60

Sample Area: Lucknow

54
DATA ANALYSIS &

INTERPRETATION

55
 DATA ANALYSIS & INTERPRETATION

Have you ever tried the product (Coca-Cola)?

70

60

50

40

30

20

10

0
yes no

Interpretation:

Out of the 60 people we surveyed, all of them said they had tried Coca-Cola

at least once. This explains the brand awareness of Coca-Cola.

56
Gender

40
36
32
28
24
20
16
12
8
4
0
Male Female

Interpretation:

Out of the 60 respondents, there were 36 men & 24 women.

57
Age groups

Age Groups

51 & above

36-50 yrs

20-35 yrs

10-19 yrs

Below 10 yrs

0 10 20 30
no. of people

Interpretation:

As represented in the chart, majority of the respondents were in the age

group of 20-35 years, the least of the lot being 2 kids who were also asked to

participate in the survey.

58
Do you enjoy the product (Coca-Cola)?

no
23%

yes
77%

Interpretation:

From the analysis, it was found that majority of 77% (46 people)

respondents said they enjoyed drinking Coca-Cola as against 23% (14

people) who said they preferred other drinks.

59
What brand would you say is more popular among the public?

a) Coca-Cola

b) Pepsi

c) Other

Others
7%

Pepsi
37% Coca-Cola
56%

Interpretation:

As seen in the chart, out of 60 people, 34 respondents said, in their opinion,

Coca-Cola was more popular while 22 respondents said they preferred Pepsi

as a popular brand & 4 respondents said for others.

60
Do you enjoy Coca-Cola‟s advertisements on TV?

I don’t like them

not bad

they are good but nothing special

I really like them

0 4 8 12 16 20 24 28

Interpretation:

The chart represents that a majority of people thought the Advertisements

were good enough & they like what they see.

61
Do you think the price for a can of Coca Cola is cheap or expensive?

expensive

slightly
overpriced

cheap

0 10 20 30 40 50

Interpretation:

As seen in the above figure, a majority of 46 people out of the 60

respondents thought that the Coca-Cola Cans are slightly overpriced with a

few people also rating it as expensive.

62
If you were to see the Coca-Cola logo somewhere would you recognize

it?

no
0%

yes
100%

Interpretation:

It is understood from the fact that the Logo of the Company still has its

image in the minds of the people with all the respondents saying they would

recognize the “Coca-Cola” Logo.

63
How often do you buy the product?

everyday

few times in a week

few times in a month

once/few times in a year

never

0 10 20 30

Interpretation:

As it can be seen in the figure, it was concluded that majority of the

respondents bought the product quite frequently. This shows the brand

loyalty of the customers towards Coca-Cola.

64
Where do you buy Coca-Cola products the most?

Restaurants

General stores

Super markets

0 10 20 30 40

Interpretation:

As seen in the above chart, customers usually preferred to buy Coca-Cola in

restaurants like KFC, Mc Donald’s, and Sub-Way etc. The second largest

option was General stores stocking Coca-Cola.

65
 FINDINGS,
RECOMMENDATIONS &
CONCLUSION

66
 FINDINGS

1. Once in a year the meeting is scheduled for all employees to discuss

their performance.

2. All of the respondents infer that they are never involved in designing
the performance appraisal system.

3. All of the respondents have under gone performance appraisal

program once in a year.

4. Majority of respondents agreed that the performance appraisal

techniques employed in coca cola are fair and equitable.

5. Majority of respondents agreed that the open discussion should be

conducted between the superiors & subordinates after the performance
appraisals.

6. Majority of respondents disagreed that the Performance appraisal

techniques should be employees only at the time of promotion.

7. Majority of respondents agreed that the Interpersonal relations lead to

biased performance appraisals.

67
 RECOMMENDATIONS

After completing our project I have concluded some recommendation for the

Coca Cola Company, which is following.

 Coca Cola Company should try to emphasis more on providing their

infrastructure in the market to facilitate their customers.

 According to the survey Indian people like little bit sweeter Cola

drink. So for this Coca Cola company should produce their product

according to the local demand.

 Marketing team should try to increase the availability of Coke in rural

areas.

 They should also focus the old people.

68
 CONCLUSION

It was observed that Coca-Cola has been perceived quite positively as it has

been projected. People are aware of the Brand & Awareness of Coca-Cola is

quite high in the market. When a product is launched, avid Coke drinkers

choose this soda over any other competitor simply because it's a Coca-Cola

product and they trust it.

Although Coke has been into controversies, people still prefer to stay loyal

to the Brand with Coca-Cola being termed as a more popular brand than

Pepsi.

Coca-Cola products would appear, on the shelf, to have the most expensive

range of soft drinks common to supermarkets, at almost double the cost of

no name brands. This can be for several reasons apart from just to cover the

extra costs of promotions, for which no name brands do without. When

people buy Coca-Cola they are not just buying the beverage but also the

image that goes with it, therefore to have the price higher reiterates the fact

that the product is of a better quality than the rest and that the consumer is

not cheap.

69
In supermarkets and convenience stores Coca-Cola has their own fridge

which contains only their products. There is little personal selling, but that is

made up for in public relations and corporate image. Coca-Cola sponsors a

lot of events including sports and recreational activities.

70
 BIBLIOGRAPHY

Bibliography refers to the sources through which information has been

retrieved in my project development:

Books & Magazines:

 Marketing Management By (Philip Kotler)

 Economic Times

 Annual Report of coca-Cola company.

Websites:

 www.google.com

 www.coca-Colaindia.com

 www.altavista.com

71
ANNEXURE

72
 QUESTIONNAIRE

1. Have you ever tried the product (Coca-Cola)?

a) Yes

b) No

2. Gender

a) Male

b) Female

3. How old are you?

a) Below 10

b) 10-19

c) 20-35

d) 36-50

e) 51 & Above

4. Do you enjoy the product?

a) Yes

b) No

c) It's not bad

73
5. What brand would you say is more popular among the public?

d) Coca-Cola

e) Pepsi

f) Other

6. Do you enjoy Coca Colas advertisements on TV?

a) I really like them

b) They good but nothing special

c) Not bad

d) I don't enjoy them

7. Do you think the price for a can of Coca Cola is cheap or

expensive?

a) Cheap

b) Slightly over priced

c) Expensive

8. If you were to see the Coca Cola logo somewhere would you

recognize it?

a) Yes

b) No

74
9. How often do you buy the product?

a) Never

b) Once/few times a year

c) Few times a month

d) Few times a week

e) Everyday

10. Where do you buy Coca-Cola products the most?

a) Super Markets

b) General stores

c) Restaurants (McDonald's, Subway, KFC etc)

75