PRESENTATION

ON
“CUSTOMER LIKING AND DISLIKING
REGARDING COLA AND NON COLA
DRINKS”
MENTOR
Dr.G.B.S.JOHRI
SUBMITTED BY
HARSHVARDHAN SINGH
PG/15/041
9/4/2010 1
 AGENDA FOR PRESENTATION
• INTRODUCTION
• OBJECTIVES
• RESEARCH METHODOLOGY
• ANALYSIS
• FINDINGS
• CONCLUSION
• LIMITATIONS

9/4/2010 2
 INTRODUCTION

A soft drink is a drink that does not contain

alcohol. Soft drinks are often carbonated and
commonly consumed while cold. The most
common soft drinks are colas, flavored water,
sparkling water, iced tea, sweet tea,
lemonade, squash and fruit punch.

9/4/2010 3
 cont…
• On the basis of their color and ingredients
cold drinks can be classified into
 Cola drinks
 Non cola drinks
• Cola is a beverage usually containing caramel
color, caffeine and a sweetener such as sugar
or high fructose corn syrup
• Non cola beverages do not contain caffeine.
9/4/2010 4
 cont…
• Major player in Indian soft drink industry are

 Pepsico – Sprite, Pepsi, Mountain Dew, Slice,

Tropicana Twister
 Coca - Cola – Fanta, Limca, Sprite, Thums up
 Parle – Frooti , Appy Fizz

9/4/2010 5
 OBJECTIVES
• To study the market dominance of different
Cola and non cola product.
 
• To study the consumer preferences between
Cola and non Cola products.
 
• To study the various competitive advantages
of different cola and non cola products.
 
9/4/2010 6
 cont…
• To analyze the age group based preferences
of consumer between soft drinks.

• To study the consumer demand in terms of

future expectations in various cola and non
cola product.

9/4/2010 7
 RESEARCH METHODOLOGY
• Type of research: - Descriptive research

• Type of data use: - Primary data

• Data collection method: - Field survey

• Data collection technique: - Questionnaire

 
9/4/2010 8
 cont…
• Sample: - Individual.

• Sample unit: - Varanasi City.

 
• Sample size: - 150
 
• Sampling method: - Convenience.
 
9/4/2010 9
 ANALYSIS

9/4/2010 10
 What do you prefer to satisfy your thirst except
water?
• 40% Respondents
prefer cola drinks
as a substitute of
water, 33.33%
Respondents
prefer Juices like
Slice,17.33%
Respondents
prefer non cola
drinks and 9.33%
Respondents
prefer Sherbets
like Roohafza
9/4/2010 11
 What is your frequency of drinking cold drink?

• 48.66% Respondents
drinks cold drinks
once a day, 32%
Respondents drinks
cold drinks once in a
week, 8%
Respondents drinks
cold drinks once in a
month and 11%
Respondents drinks
cold drinks rarely.
9/4/2010 12
 While getting a cold drink ,what is your basic
need you look at it
• 50.66% Respondents
rank flavors as main
attribute of a cold
drink, 29.33%
Respondents rank
nutritional value as
main attribute of a cold
drink, 8% Respondents
rank packing as main
attribute of a cold
drink, 12% Respondents
rank recently launched
preference over others.

9/4/2010 13
 Which punch line of different cold drinks
companies attract you the most?
• 24 % Respondents
prefer punch line “Yeh
Dil mange more”,
32.66% Respondents
prefer punch line
“Thanda matlab coca
cola”, 38 %
Respondents prefer
punch line “Sprite –
seedhi baat no
bakwas” and 5.33%
Respondents prefer
punch line
“Youngistan”.
9/4/2010 14
 Which cold drink do you prefer in non cola
segment?
• In non cola
segment, 8.66%
Respondents prefer
Mirinda, 36%
Respondents prefer
Sprite, 12%
Respondents prefer
7UP, 34.66%
Respondents prefer
Mountain Dew and
8.66% Respondents
prefer Fanta

9/4/2010 15
Which cold drink do you prefer in cola segment?

• In cola segment,
14% Respondents
prefer Pepsi, 26%
Respondents prefer
Coca Cola, 56.66%
Respondents prefer
Thums Up and
3.33% Respondents
prefer Coke.
9/4/2010 16
 Did you ever had any problem due to drinking
any cold drink?
• 35.33% Respondents
never had any
problem after
drinking any cold
drink and 64.66%
Respondents had
some sort of physical
problem after
drinking any cold
drink.
9/4/2010 17
 What was the problem?
• 18.86% Respondents
had skin irritation
after drinking soft
drink, 75.47%
Respondents had
stomach disorder
after drinking soft
drink, and 5.66%
Respondents felt
dizziness after
drinking soft drink.
9/4/2010 18
 Which segment of cold drink triggered the
problem?
• In 60.37% case the
problem was
triggered by cola
drink and in 39.62%
case the problem
was triggered by
non-cola drink.

9/4/2010 19
 Which according to you should be the segment
of the society which should be targeted most
while designing strategies?
• In Soft drinks industry16%
Respondents think kids
should be targeted while
devising strategies, 68%
Respondents think Youths
should be targeted ,10.66%
Respondents think that
elders should be targeted
and 5.33% Respondents
think that old age people
should be targeted

9/4/2010 20
 What is the most important negative factor for
consumer with respect to cold drinks as a
whole?
• 26.66% Respondents think  
that price is the main issue
with soft drinks available in
the market, 22.66% think
that quantity is the main
issue with soft drinks
available in the market,
36.66% Respondents think
that quality is the main issue
with soft drinks available in
the market and 14%
Respondents think that
brand availability is the
main issue with soft drinks
9/4/2010 21
 What range would you suggest for a 1 litre
bottle of cola?
• 49.33% Respondents
thinks that the cost of
1 liter bottle of soft
drink should be Rs.
25, 33.33% think that
it should be Rs.35,
12% think it should be
Rs. 40 and 5.33%
think it should be Rs.
45.
9/4/2010 22
 There are many flavors produced in cola and non cola
sector but only few sustain in the market. What
according to you is the fact which let few to survive?
• 30.66% Respondents
think that consumer
appeal is very
important to sustain
in the market, 38.66
thinks its flavor,
15.33% thinks its
quality and 15.33%
thinks it’s the cut
throat competition
that prevents new
entrants
9/4/2010 23
 According to you , which factor help in
differentiation among cola and non cola , except
flavor?
• 29.33% Respondents
think that content of
alcohol is the
distinguishing feature
between Cola and
non-cola drinks,
50.66% thinks its color
of the drink, 8.66%
thinks its design of the
bottle and 11.33%
thinks its
manufacturing
process.
9/4/2010 24
In current scenario what are your suggestion for
cola companies to survive the cut throat
competition prevailing?
• 36% respondents think
that a new brand of soft
drink should be launched
to gain a competitive
edge in soft drink
industry, 40% think
production should be
increased, 15.33% think
that production should
be decreased so as to
increase brand value
8.66% think that its
company’s headache.
9/4/2010 25
 As a consumer what are your expectation for
future regarding various cola and non cola
product?
• 24.66% Respondents
think that new and
innovative flavors
should be launched
in near future, 48%
think that quality
should be improved,
27.33% think that
price should be
moderated.
9/4/2010 26
 FINDINGS
• In Soft drink sector 50 % market is captured by
coca cola, 21 % market share is captured by
Pepsico, 7% by Parle and remaining 21% by
small players.
• In Soft Drink sector 40 % market prefers cola
drinks , 17.33 % market prefers non cola
drinks and remaining prefer other drinks like
fruit juices etc. This clearly explains the
dominance of cola drink over non cola drinks
9/4/2010 27
 cont…
• The aggressive marketing strategies of Pepsico is
preferred by consumer both in cola and non cola
segment.
• The major audience of soft drinks are youth
ranging from 21 years to 30 years.
• Most of the people are dissatisfied with quality of
soft drink present in the market and also the
prices of soft drink should be moderated. A new
innovation in terms of flavor is very much
anticipated in soft drink industry.
9/4/2010 28
 CONCLUSION
This research can be concluded by saying that most of
the people prefer cola drinks more that non cola drinks.
People focus of the flavor of the soft drink while buying
the soft drink. Aggressive and straight forward strategy
of Sprite is appreciated. In non cola segment people
prefer Sprite and in cola segment people prefer Thums
up. Mostly people don’t experience any problem after
drinking soft drinks and those who experienced
problem was mostly stomach problem which was
triggered by Cola drink. Youth should be the target
audience while making strategies by the soft drink
companies. People are dissatisfied with quality of soft
drink present in the market and also the prices of soft
drink should be moderated. A new innovation in terms
of flavor is very much anticipated in soft drink industry.

9/4/2010 29
 LIMITATIONS
• Sample size is small and may not exactly
represent the universe.
• Due to limited sample size deducing an
inference was difficult.
• Due to variety of cola and non cola brands
present in the market doing a research on
every brand was difficult.

9/4/2010 30
 THANK YOU

9/4/2010 31