TOPIC

STUDY OF VARIOUS SOFT DRINKS BRANDS

PREFER BY STUDENTS IN PUNE.

SUBMITTED BY :

* KAPIL B ANANDPARA

* KIRAN A GONPALLIWAR

* JAGDEEP CHOUDHARY

* MAHEK ARORA

* PRATIKSHA SINGH

* ISHAN GHANSHANI

COURSE: MMM-D

UNDER THE GUIDANCE OF

PROF. MILIND MARATHE

 SINHGAD INSTITUTE OF MANAGEMENT, PUNE

Introduction

Primary research objective:

The objective of the project to know the students preference for various soft
drinks brands in Pune. This report will further put a spotlight on the various soft
drinks competitors in the Indian Market and the choice of the students about their
preferred soft drinks.

Secondary research objective:

• To determine product attributes influencing purchase decision of soft drinks

brands

• To find out consumption pattern of students

• To determine the most prefer brands in soft drinks category

Indian Soft drinks Industry Analysis:

Globally, the market size of this industry has been changing. Soft drink
consumption has a market share of 46.8% within the non-alcoholic drink industry.
Data monitor (2005) also found that the total market value of soft drinks reached
$307.2 billion in 2004 with a market value forecast of $367.1 billion in 2009.

The modern soft drink industry started in 1886, when Dr. John S. Pemberton
invented "Coca Cola" in Atlanta, Georgia. This was followed by the invention of
"Pepsi cola" in 1898 by Caleb Bradham. In India the two major player Coca cola and
Pepsi made their entries in 1977 but then the market was not that much friendly to
the foreign companies. More over the political situation was also not conducive for
the foreign companies. But later on the situation post reforms began to look up for
these two giants. In 1990 Pepsi-Cola went on sale in India for the first time in 28
years after a six-year battle to sell the US soft drink in India. In 1997, to ensure fast
re-entry, Coca Cola paid $40 million to buy the biggest Indian soft-drink brands,
including Thums Up, from a family-owned business. In recent years the soft drink
industry in India has been hit by the concerns over health and environmental
aspects.
 LITERATURE REVIEW

1-A study of factors responsible for brand preference in Soft drinks.

The purpose of this paper is the study of factors responsible for brand
preference of soft drinks products, increasing competition, more due to
globalization, is motivating many companies to base their strategies almost entirely
on building brands. Brand preference means to compare the different brands and
opt for the most preferred brand. This brand
preference is influenced by various factors.
According to this study many factors were find out for preferring a brand
like
* Brand persona
*Brand constancy
*Brand loftiness
*Brand value.
In the identification of factors affecting the brand preference, it was
concluded that brand
Persona is the most effective factor that affects the brand preference. This brand
persona deals with the personality aspects or the external attributes of brand, thus
it can be said that consumer prefer any brand by looking at the external attributes
of a brand.

-journal of ims vol 5 no.1, jan-june

2008
 RESEARCH METHODOLOGY
A detailed survey of students was carried out to find out their preferences for Soft drinks
Brands the details of the methodology are stated below:

AREA :

PUNE. ( Vadgaon, Ambegaon, Narhe, Kothrud. )

Type of Research:
*Exploratory Research
*Descriptive research

Sample Size : 200

Primary Data:
Response through questionnaire

Secondary Data:
*Websites .
*News paper
Data analysis & Design
 InCola Based
Coca Cola Thums up
Pepsi

27%
46%

27%
 FINDINGS AND SUGGESTION

FINDINGS :
• Out of 200 students 60% are male & 40% female.

• Out of 200 students 65% prefer cola based soft drinks & 35% of student prefer
non-cola based.
• In cola-based 46% prefer Coca-Cola, 27% Thums Up, 27% Pepsi.

• In non-cola based 48% prefers Sprite, 16% Fanta, 16% Mirinda, 11% 7up, 9%
Limca.

• Out of 200 students 30% remembers advertisement of Pepsi, Coca-cola 22%,

Thums Up 17%, Dew 14%, Fanta 7%. Mirinda 6% & 7up 4%.

Suggestion

• Perform a detail demand survey at regular interval to know about the unique needs and requirements
of the customer.
• The company should make hindrance free arrangement for its customers to make any feedback or
suggestions as and when they feel.
• The company should focus to bring some more flavors and variety of schemes rather then bring
second and repeat same old one. It is always better to be firsthand being better.
• The company should be always in a position to receive continuous feedback and
suggestions from its customers/ consumers as well as from
• For their advertisement they can also introduce a brand ambassador, because
most of the consumers remember advertisement because of their brand
ambassador.

REFERENCES
Textbooks
• Ramaswamy and Namakumari “Marketing management” 4th edition.

• Philip Kotler “Marketing management” 11th edition.

Journals
• Marketing Strategy in Indian Soft drinks industry a case of Coco – Cola & Pepsi.
IJOM. July 2010.

• journal of ims vol 5 no.1, jan-june 2008

Website
• www.coca cola.com

• www.pepsi.com