Final Project Fancy Soda

Fancy soft drinks pvt ltd.
KLESs Institute Of Management Studies And Research, Hubli. Page 1

TABLE OF CONTENTS
SL.NO SUBJECT PAGE No
1. EXECUTIVE SUMMARY 1
2. INDUSTYRY OVERVIEW 5
3. COMPANY PROFILE 15
4. INTRODUCTION 17
5. RESEARCH METHODOLOGY 41
6. ANALYSIS AND INTERPRETATION 45
7. FINDINGS 65
8. SUGGESTIONS 67
9. CONCLUSION 68
10. ANNEXURE
-- QUESTIONNAIRE
70
11. BIBLIOGRAPHY 73



EXECUTIVE SUMMARY

The project titled STUDY OF RETAILERS SATISFACTION TOWARDS PRODUCTS
AND SERVICES OFFERED BY FANCY SODA IN HUBLI CITY
The project was undertaken in Fancy soda Limited a Unit of pujari group of companies hubli.
The project report deals with Satisfaction of retailers towards products and services offered
by Fancy soda. Using the questionnaire for retailers.The project is carried out depending on
the various data which are obtained from both primary source (direct interview with retailers)
and the secondary sources (the website of the company, books, and print media).

Satisfaction is a result of a product related experience and this question reflects the overall
opinion of a consumers experience with the product performance. Satisfaction and attitude
are closely related concepts. The psychological concepts of attitude and satisfaction may both
be defined as the evaluation of an object and the individual relationship to it.
Anything that can be offered to a market for attention, acquisition, use, or consumption that
might satisfy a want or need, include physical objects, persons, organizations, and ideas is
called as product.
The analysis is made studying the questionnaire and observation which was distributed
among 100 Retailers to find their response about the various questions asked related to the
satisfaction level and problems faced by them, conducted in Fancy soda Ltd by using a
method of conveyance sampling were the total size of sample is 100 for retailers and the data
interpretation is done through pie chart, percentage, bar diagram and table.



TOPIC

A STUDY ON RETAILERS SATISFACTION IN HUBLI CITY.

NEED FOR THE STUDY

The hubli soft drink and beverage market is dominated by the international brands i.e pepsi
and coca-cola & the remaining market share is covered by local brands so the owners of
fancy soda wants to know the retailers point of view and their satisfaction level towards the
fancy brand and that of other brands in the market.
This study will aim at analyzing the overall market of fancy soda in hubli city which will help
the company owners to know their strength and weaknesses of their products and help in
decision making.

Objectives

To study the retailers perception about the products of fancy brand.
To know the satisfaction level of the retailers of fancy brand in hubli city.
To study about the competitors of fancy brand in hubli city
To understand the promotional activities done by fancy company towards the
retailers.
To know the quality of service provided by fancy soda to its retailers.
To study the quality of products manufactured by the company.



LIMITATIONS OF THE STUDY

The research was conducted in Hubli only, so analysis and recommendations may not
be applicable to other cities.
Sample size was 100, I feel this small size cannot represent the whole city.
Some respondents refused to participate in the survey and that in turn may have
affected the result of the study.
All experienced things cant be put on paper.
It is conducted in open market, things tend to change rapidly.
Because of the busy schedule respondents may not have answered properly which
may not hold true in case they would have been given lot of time to answer.



INDUSTRY PROFILE



OVERVIEW OF THE INDUSTRY
The beverage market is worth $55 billion worldwide. The tides are turning for many
beverage categories. While the carbonated soft drink and beer categories are merely treading
water with flat sales, the energy drink category is surging ahead like never before. Bottled
water, ready-to-drink coffee, ready-to-drink tea and sports drinks follow close behind with
substantial sales increase- drinks without added sugar, no beer, along with developments in
juice drinks and dairy-based drinks, are helping to turn around sales in these categories. What
follows is a category-by-category look at the state of the beverage industry, including the top
brands, new products, innovations and future trendsetters. In order to be successful in the
marketplace, one has to think in terms of health innovation, flavour innovation, ingredient
innovation and specific age groups. These are the factors that will shape the future of the
beverage industry.
Todays consumers are concerned with overall health and wellness. As a result, there is
significant impact on food and beverage purchases. Many studies have shown that consumers
are as concerned with good health as they are about maintaining a high quality of life.
Do you know what type of new beverage consumers are most likely to try? Do you know
where they are most likely to pick those products up? Do you know why? Beverage Industry
wanted to know the answers to these questions and to delve deeper into the ever-increasing
number of new product launches in the beverage market. The soft drink industry is training
people to seek out new products, even the big guys are coming out with limited-edition
flavours, and consumers are beginning to see that there is more flavour activity going on in
the category. Whether that really nets anybody any sales gains is another thing, but it is
teaching consumers to seek out and try new products. Its also trying to create some
excitement there. In spite of several challenges and restrictions faced by this industry, it is a
roll like never before. Customer preferences may have shifted, but they are still always on
the lookout for a can of coke or a new flavoured drink to quench their thirst.



INDIAN BEVERAGE MARKET
The size of the Indian food processing industry is around $ 65.6 billion, including $20.6
billion of value added products. Of this, the health beverage industry is valued at $230
million; bread and biscuits at $1.7 billion; chocolates at $73 million and icecreams at $188
million. The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large
biscuits & confectionery units, Soya processing units and starch/glucose/sorbitol producing
units have also come up, catering to domestic and international markets. The three largest
consumed categories of packaged foods are packed tea, biscuits and soft drinks. The Indian
beverage industry faces over supply in segments like coffee and tea. However, more than half
of this is available in unpacked or loose form. Indian hot beverage market is a tea dominant
market. Consumers in different parts of the country have heterogeneous tastes. Dust tea is
popular in southern India, while loose tea in preferred in western India. The urban-rural split
of the tea market was 51:49 in 2000. Coffee is consumed largely in the southern states. The
size of the total packaged coffee market is 19,600 tones or $87 million. The total soft drink
(carbonated beverages and juices) market is estimated at 284 million crates a year or $1
billion. The market is highly seasonal in nature with consumption varying from 25 million
crates per month during peak season to 15 million during off-season. The market is
predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi
dominate the Indian soft drinks market. Mineral water market in India is a 65 million crates
($50 million) industry. On an average, the monthly consumption is estimated at 4.9 million
crates, which increases to 5.2 million during peak season.



RECENT ISSUES
1. Xtazy, another energy drink for the Indian market The Indian market for energy drinks was
estimated recently to have a size of Rs 500 crore, about 90 million Euros. The market which
is so far dominated by Red Bull, is attracting various new players which want to get a share
in a growing business. One of the aspirants is Xtazy, an energy drink from the US. Xtazy is
the forth largest energy drink inthe US, says Rohan Malhotra, Managing Director of R. M.
Indian Liquor Pvt. Ltd., the exclusive importer for Xtazy. Malhotra has launched Xtazy
already in Eastern India, and was looking now for a distributor in the Delhi area, when FII
spoke to him during IFE fair in Delhi recently. In order to take on Red Bull and get a share of
20% from their business, Malhotra wants to offer better conditions to distributors. We
provide a margin of 6-8% to a distributor, who thus can earn about Rs 6 a can, Malhotra
says. This is more than what Red Bull offers which is only about 2 3 Rs per can. Xtazy is
available in cans of 350 ml, thus more than the usual 250 ml of other energy drinks, and will
be priced with a MRP of Rs 85. Four variants are offered, Cranberry Blast, Sugar Free
Passion Fruit- Pineapple, Orange Blast and Lime Blast. Malhotra has planned several
marketing measures to promote Xtazy, like PoS actions, coupons and direct marketing in a
first round, and night parties in a second round. In marketing communication, he is
highlighting not only the variants, but also health effects as the USPs of Xtazy, which are
derived from ancient herbs used in the drink like gingko and guarana. The extract of gingko
biloba leaf has been shown to dilate blood vessels and has the ability to increase peripheral
blood circulation, especially to the brain, the company writes in a leaflet. Guarana from
Brasil would serve to promote weight loss by increasing the metabolic rate and reducing the
appetite. Besides the US, Malhotra says, Xtazy would be marketed also in Israel, Ukraine and
in Turkey and would soon be launched in China.China rejects Coke bid to take-over major
juice maker China has rejected Coca-Cola's $2.5 billion bid to buy a major Chinese juice
maker. The purchase of Huiyuan Juice Group Ltd would have been the biggest foreign
acquisition of a Chinese company to date. The proposed purchase was rejected on anti-
monopoly grounds, the Chinese commerce ministry announced on its website. Coca-Cola's



bid in September prompted an outcry by nationalists who urged the government to bar
foreigners from acquiring one of China's most successful homegrown brands. Rival juice
producers warned that the acquisition would give Coca-Cola too dominant a position in
China's beverage market. A Coca-Cola spokesman in Hong Kong learned of the rejection of
the sale had no immediate comment. Huiyuan's founders and major shareholders already had
endorsed the sale. If Coke were to take over Huiyuan, it will dominate the soft drinks market

in China, which not only hurts consumers, but also other sector participants. Huiyuan controls
more than a tenth of the Chinese fruit and vegetable juice market that grew 15% last year to
$2 billion. Coca-Cola has a 9.7% share and dominates in diluted juices.
PepsiCo launches 'Nimbooz,' packaged lemon juice with no fizz and Artificial flavours
PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The
home-made nimbu paani or lime juice has been specially created to suit Indian tastesThe
lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs. The drink
offers great value to consumers in three packaging formats of 200 ml returnable glass bottles
(RGB), 350 ml PET and 200 ml Tetra attractively priced at Rs 10, Rs. 15 and Rs 10,
respectively. According to Ms Punita Lal, Executive Director- Marketing, PepsiCo India,
Nimbooz, is specially developed to suit Indian tastes and preferences. "Nimbooz is an
affordable offering for consumers on the go because of its ready-to-drink format that is both
convenient and hygienic. The proposition of the Indian refresher perfectly captures the mass
appeal of this product and will certainly drive consumer connect, stated Ms Alpana Titus,
Executive VP-Flavours, PepsiCo India.
PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The
360 degree marketing communication plan will revolve around building awareness through
multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home
(OOH) media, radio, press and outdoors. Aggressive trial generation and sampling initiatives
will also be taken forward across major cities of the country. A special 'Nimbooz Highway
Gadi' has been created that will visit the four major highways connecting Delhi to Jaipur,



Dehradun, Agra to drive trails and consumer education. Coke launches fruit- flavoured Fanta
Apple nationally After successfully introducing it in southern markets last year, Coca-Cola
India has launched its fruit-flavoured soft drink 'Fanta Apple' nationally. The product is
available in 200 ml and 300 ml returnable glass bottles and also in 500 ml PET pack priced at
Rs 8, Rs 10 and Rs 22 respectively. During the Fanta Apple launch in October 2008,
Venkatesh Kini, marketing vice- president, Coca-Cola India, said that the company had
planned to reach about 3.5 lakh customers with sample apple flavoured drink to extend its

market leadership in the fruit flavoured segment in Andhra Pradesh and Tamil Nadu. "As per
consumer research, we have found that after orange, apple is the most preferred fruit in the
country and Fanta Apple has been developed specially for the Indian palate," Kini said on
Monday. According to experts, the nationwide launch of Fanta Apple is a part of the
company's $250 million business plan for the country. Fanta Apple is the second flavour after
Fanta Orange under "Fanta" brand of the company. "We have had an excellent response

down south with a reused value to the drink and with the national launch of Fanta Apple, we
are stepping stones to extend Coca Cola India's market leadership in the fruit-flavoured
sparkling drink segment," Kini added. The company has also announced Bollywood actress
Genelia D'Souza as the new brand ambassador of the Fanta brand. According to reports, the
current expected Indian soft drink market is about Rs 6,000 crore, in which the company
shares about 50% market with its various brands like Coke, 7 Up, Fanta, Sprite and Thums
Up.



STUDY OF GROWTH OF SOFT DRINK MARKET
SOFT DRINKS
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with
Pepsi and coca-cola dominating the market. The entire part of the drink is based on its
artificial flavors and sweetening agents as no natural juice is used.
MARKET
Cola products account for nearly 61-62% of the total soft drinks market.
Two global majors Pepsi and coke dominate the soft drink market.
The market is worth around Rs.5000 crores with growth rate of around 10-15%.
The annual per capita consumption in India is only about 6 bottles vis- a- Vis 340
bottles in the U.S.
The production as soft drinks has increased from 5670 million bottles in 1998-99
to 6230 million bottles in 1999-2000 industry source.
Growth market this year is expected to be 10-15% in value terms and 20-22% in
volume terms.

MAJOR PLAYERS IN THE SOFT DRINKS SEGMENT
COCA COLA:
1) Thanda matlab coca cola!!!
Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now
become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in

the world. In India, coca cola was the leading soft drink till 1977 when govt. policies
necessitated its departure. Coca cola has made its return to the country in 1993.and made
significant investment to ensure that the beverage is available to more and more people in



remote as well as inaccessible parts of the world. Coca cola returned to India in 1993 and
over the past ten years has captured the imagination of the nation, building strong association

with cricket, the thriving cinema industry, music etc. coca cola has been very strongly
associated with cricket, sponsoring the world cup in 1996.
In 2002, coca cola launched the campaign,Thanda Matlab coca cola. in 2003,coke
was available for just rs,5 crores in the country
2)FANTA: GHOONTH BHAR SHARARAT KAR LEY!!!
Fanta entered the Indian market in year 1996 under the coca cola brand .over the years, Fanta
has occupied a strong market place and is identified as the fun catalyst. Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps
free spirit thus encouraging one to indulge in the moment.

3)LIMCA: LIME AND LEMONI!!!

Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca
has been the original thirst choice, of millions of consumers for over three decades.
The brand has been displaying healthy volume growing year on year and limca
continues to be leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person



4)SPRITE: SPRITE BHUJAYE PYAAS BAKI SAB BAKWAAS!!!
World wide sprite ranked as no.4 soft drink and is sold in more than 190 countries In India,
sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft

drinks, leading clear lime category. Today sprite is perceived as a youth icon. With strong
appeal to youth sprite has stood for a straight forward and honest attitude. Its clear crisp
hingtaste encourages todays youth to trust their instincts, influence them to be true who they
are and to obey their thirst.
5) THUMS UP: TASTE THE THUNDER!!!
Strong cola taste, exciting personality.
Thums up is a leading carbonated soft drink and most trusted brand in India. Originally
Introduced in 1977, thums up was acquired by the coca cola company in 1993.
Thums up, is, known for strong, fizzy taste and its confident, mature and uniquely
Masculine attitude. This brand clearly seeks to separate the man from the boys

7)PEPSI: YEH DIL MAANGE MORE!!!
Pepsi cola is a carbonated beverage that is produced and manufactured by Pepsi co. It is sold
in stores, restaurants and from vending machines. The drink was first made in the 1890s in
North Carolina.
The brand was trademarked on June 16, 1903.There have been many Pepsi variants
produced over the years.
Diet Pepsi



Crystal Pepsi
Pepsi twist
Pepsi max
Pepsi samba
Pepsi blue
Pepsi gold
Pepsi holiday spice
Pepsi jazz
Pepsi x (available in Finland & brazil)
Pepsi next (available in Japan & south Korea)



COMPANY PROFILE



ABOUT THE COMAPNY
PROFILE
Name of the organization Fancy soft drinks Pvt ltd.
Address 108/1, Torvi hakkal, Hubli
Nature of Organization Sole proprietoership Firm.
Year of Establishment

1975
Sales Value (in months)

Approx 5 lakhs in summer season
Name of the founders
S.Y Pujari & N.Y Pujari

Market Coverage Hubli, Dharwad
Workers 10
Plant Capacity 2000 bottles per/day
Products Manufatured Soda,jeera,limca,orange,lemon,cola
Flavours



INTRODUCTION TO THE COMPANY

In the year 1957 Both the brothers Mr. S.Y. Pujari & N.Y.Pujari decided to start supplying
soda to the nearby brandy shops, hotels and bars in hubli by seeing a very good oppourtunity
for sale of soda in the region. Earlier their were no plastic or pet bottles they used thick glass
bottles which contained soda and other flavoured drinks & crystal balls were used as a cap to
the bottles also called as goli soda.

In earlier days they use to keep soda for sale in their pan shop by purchasing soda bottles on
credit basis from other soda manufacturers after some days a bank manager of SBI Bank
advised Mr. S.Y.Pujari to start manufacture soda bottles by themselves by helping them to
sanction the loan from state bank of india of Rs.2500 to set up a small factory with a soda
manufacturing machinery at anchetgeri oni by taking the land on rent basis and in the year
1972 the company decided to brand its products in the name of fancy soda by giving fancy
label to all its products.
In the year 1975 due to family reasons the factory was shifted to torvi hakkal oni where they
had build their own factory accompanied with various soda manufacturing machines and
equipments and started manufacturing and suppling soda around the hubli city which marked
the beginning of the fancy soda brand in the city.

Today the fancy soft drinks company manufactures soda both in glass & pet bottles and
concentrates major of its sales in the hubli-dharwad region and most of its buyers are soft
drink retailers, bar & restaurants, wine shops, bakeries and hotels. The company presently
have 4 soda filling machines & 10 workers for soda production and supply of fancy soda in
the hubli city.
Apart from the soda factory the company has another business in the name of renuka gas
suppliers which sells all the raw materials needed for soda production and sells raw materials
such as crown caps, bottles (glass & pet), soda crates, essence of various flavours to its
customers spread over Karnataka state the company also sells soda making machines to its
customers by purchasing it from different companies in places such as Rajkot, pune, Mumbai
And the company owners themselves go to the customers place to set up the machines and
equipments needed for soda production for its customers.



Departments In The Company

1) Production Department:
The production department is responsible for converting inputs into outputs through the
stages of production processes Where the Production Manager is responsible for making sure
that raw materials (essence, sodacylinders, crown caps) are available.
He or she must make sure that work is carried out smoothly, and must supervise procedures
for making work more efficient and more enjoyable.
2) Marketing department:
There are three main section of the market departments:
Sales department: Which is responsible for the sales and distribution of the products to the
different regions.
Research Department: Which is responsible for testing the soft drinks for any defective
bottles & make sure that they are suitable to be sold.
Distribution department: Which is responsible to transports the products to soft drink
retailers, bars, hotels .etc
3) Finance Department:
Book Keeping Procedures
It deals with keeping records of purchase and sales made by the business and includes the
capital spending in the company

Preparing Final Accounts
It includes preparing final accounts and Balance Sheet.

Providing Management Information
Managers require on going financial information to enable them to make better decisions.



MISSION

Identify and meet the consumers needs for soft drinks, provide added values through
constant development of our products and services & meeting the requirements of the of the
retailers with a continous production process which will be backed up by providing timely
and quality service.

VISION
Our vision is to make brand awareness among the people in dharwad district and to be the
best selling soda brand which provides quality and timely service to its customers and thus
acquiring large market share in the region.

OBJECTIVES:

Overtake rivals on quality and customers service.
Attain lower overall costs than the competitors.
Become leader in market achieving the excellence.
Protect & improve its position as the number one local soft drink brand.
Direct & manage the firms business as it continues to develop.
To provide high quality products and setting high standards for the products.
To attract more skilled labours by providing more incentives.
To stay ahead of the competition by innovating new products and service
based on the needs of our customers and market demand.
Build and maintain a customers- oriented culture.



WHAT IS RETAILER SATISFACTION ?
Retailers satisfaction is the true value which is committed by delivering high standards of
service to its retailers where the companies focus should be on helping its retailers in a best
way to serve its customers to better compete in today's marketplace.
Essentials on retailer satisfaction
Reliable on-time delivery
A company should aim at providing timely deliver of service as promised by the company
and maintain a standard by avoiding late delivery to its retailers.

Ease of ordering
A simplified ordering system creates a more efficient ordering process and exemplifies the
reputation of the company that's easy to do business with.

Order lead time
The company should continuously monitor and improve supply chain efficiencies to
minimize time between order placement and delivery.

Variety of products
The companies success lies in providing large varities of products to choose on different
product lines by focussing on customer requirements
Fill rates
The company should aim to be committed by filling the orders completely so that the
retailers meet consumer demand and grow its sales. When companies stay in stock, they stay



in stock and that makes for satisfied customers and repeat business. A "Never out"
category ensures access to core products for the retailers need to drive their business.

Competitive pricing
Effective pricing can make or break a business. Selling a well-established product at a similar
price to competitors is an option for small retailers who want to draw customers to their
businesses. Keeping customers there often means distinguishing themselves on bases other
than price
.
Maximizing retail margins
The companies should provide a right set of targets to the retailers by quoting a right price to
help retailers keep competitive and maximize their gross margin.

Trade Promotions
Trade promotion is a marketing technique aimed at increasing demand for products in retail
stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-
obligation gifts, and more.
Trade Promotions can offer several benefits to businesses. Retail stores can be an extremely
competitive environment; trade promotions can help companies differentiate their products
from the competition. Companies can utilize Trade Promotions to increase product visibility
and brand awareness with consumers.



Some of the trade promotion are as follows:
Types of Trade Promotions
o In-store displays

o Temporary Price Reductions (TPR)

o Coupons

o



o Contest and sweepstakes

o Rebates

o Premiums

o Sampling

:



WHAT IS A SOFT DRINK ?

A soft drink (also called soda, pop, coke, soda pop, fizzy drink, tonic, seltzer, mineral,
sparkling water, lolly water, or carbonated beverage) is a beverage that typically contains
water (often, but not always, carbonated water), usually a sweetener, and usually a flavoring
agent. The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes
(in the case of diet drinks) or some combination of these. Soft drinks may also
contain caffeine, colorings, preservatives and other ingredients.
Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts
of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of
the total volume if the drink is to be considered non-alcoholic. Fruit juice, tea, and other such
non-alcoholic beverages are technically soft drinks by this definition but are not generally
referred to as such.
Soft drinks may be served chilled or at room temperature, and some, such as Dr Pepper, can
be served warm.
The first marketed soft drinks in the Western world appeared in the 17th century. They were
made of water and lemon juice sweetened with honey. In 1676, the Compagnie des
Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks.
Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to
thirsty Parisians.

Carbonated drinks
In the late 18th century, scientists made important progress in replicating naturally
carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of
infusing water with carbon dioxide to make carbonated water when he suspended a bowl of
distilled water above a beer vat at a local brewery in Leeds, England. His invention of
carbonated water (also known as soda water) is the major and defining component of most
soft drinks.
Priestley found that water treated in this manner had a pleasant taste, and he offered it to
friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating
Water with Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now
called) onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an
agitated bowl of water.
Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus
for commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating
apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's
apparatus allowed imitation mineral water to be produced in large amounts. Swedish
chemist Jns Jacob Berzeliusstarted to add flavors (spices, juices, and wine) to carbonated
water in the late eighteenth century.



WHAT ARE SODA GLASS BOTTLES ?

Soda-lime glass, also called soda-lime-silica glass, is the most prevalent type of glass, used
for windowpanes, and glass containers (bottles and jars) for beverages, food, and some
commodity items. Glass bakeware is often made of tempered soda-lime glass.
Soda-lime glass is relatively inexpensive, chemically stable, reasonably hard, and extremely
workable, because it is capable of being re-softened and re-melted numerous times, is ideal
for recycling.
Soda-lime glass is prepared by melting the raw materials, such as sodium
carbonate (soda), lime, dolomite, silicon dioxide (silica),aluminium oxide (alumina), and
small quantities of fining agents (e.g., sodium sulfate, sodium chloride) in a glass furnace at
temperatures locally up to 1675 C. The temperature is only limited by the quality of the
furnace superstructure material and by the glass composition. Relatively inexpensive
minerals such as trona, sand, and feldspar are usually used instead of pure chemicals. Green
and brown bottles are obtained from raw materials containing iron oxide.



(CROWN CAPS)

The crown cork (also known as a crown seal, crown cap or just a cap), the first form
of bottle cap, was invented by William Painter in 1892 in Baltimore. The company making it
was originally called the Bottle Seal Company, but it changed its name with the almost
immediate success of the crown cork to the Crown Cork and Seal Company. It still
informally goes by that name, but is officially Crown Holdings
The crown cork was the first highly successful disposable product (it can be resealed but not
easily). This inspired King C. Gillette to invent the disposable razor when he was a
salesman for the Crown Cork Company. The firm still survives, producing many forms
of packaging.
Prior to the invention of the crown cork bottle stopper, soda bottles had ordinary cork bottle
stoppers and often had rounded bottoms so they could not be stored standing upright. The
reason for this is corks have a tendency to dry out and shrink, which allows the gas pressure
in the bottle to cause the cork to "pop." Storing bottles on their side prevents the corks from
drying out and "popping." After the invention of the crown cork bottle stopper, this problem
was eliminated, and soda bottles could be stored standing upright.



Essence brands used in flavoured soda
The company produces various flavoured soda in its factory and uses various brands of
flavored essence for retail sale to its customers and also for production of flavoured soda the
major brands are
1) IFF ( International flavours & fragrances)
IFF provides the ideal tastes consumers crave by delivering strikingly authentic
flavors that result in superior tasting products. Whether it is juice drinks, carbonated beverages, flavored waters
or spirits, they understand consumers' preferences in citrus, fruit, and coffee-flavored drinks and customize the
comprehensive beverage application expertise to get the right flavor for every market.
2) AVAN SODA ESSENCE BRAND (MAHARASTRA)

3) Other Brands
Trishul, murgachap,flora,nandi, kanta,3gold are also used.



Raw Materials
Carbonated water constitutes up to 94% of a soft drink. Carbon dioxide adds that
special sparkle and bite to the beverage and also acts as a mild preservative. Carbon
dioxide is an uniquely suitable gas for soft drinks because it is inert, non-toxic, and
relatively inexpensive and easy to liquefy.
The second main ingredient is sugar, which makes up 7-12% of a soft drink. Used in
either dry or liquid form, sugar adds sweetness and body to the beverage, enhancing
the "mouth-feel," an important component for consumer enjoyment of a soft drink.
Sugar also balances flavors and acids.
Sugar-free soft drinks stemmed from a sugar scarcity during World War II. Soft
drink manufacturers turned to high-intensity sweeteners, mainly saccharin, which
was phased out in the 1970s when it was declared a potential carcinogen
The overall flavor of a soft drink depends on an intricate balance of sweetness,
tartness, and acidity (pH). Acids add a sharpness to the background taste and
enhance the thirst-quenching experience by stimulating saliva flow. The most
common acid in soft drinks is citric acid, which has a lemony flavor. Acids also
reduce pH levels, mildly preserving the beverage.
Very small quantities of other additives enhance taste, mouth-feel, aroma, and
appearance of the beverage. There is an endless range of flavorings; they may be
natural, natural identical (chemically synthesized imitations), or artificial (chemically
unrelated to natural flavors). Emulsions are added to soft drinks primarily to
enhance "eye appeal" by serving as clouding agents. Emulsions are mixtures of
liquids that are generally incompatible. They consist of water-based elements, such
as gums, pectins, and preservatives; and oil-based liquids, such as flavors, colors, and
weighing agents. Saponins enhance the foamy head of certain soft drinks, like cream
soda and ginger beer.



To impede the growth of microorganisms and prevent deterioration, preservatives
are added to soft drinks. Anti-oxidants, such as BHA and ascorbic acid, maintain
color and flavor. Beginning in the 1980s, soft drink manufacturers opted for natural
additives in response to increasing health concerns of the public.

Impurities in the water are removed through a process of coagulation, filtration, and
chlorination. Coagulation involves mixing floc into the water to absorb suspended particles.
The water is then poured through a sand filter to remove fine particles of Roc. To sterilize the
water, small amounts of chlorine are added to the water and filtered out



The Manufacturing
Process
Most soft drinks are made at local bottling and canning companies. Brand name
franchise companies grant licenses to bottlers to mix the soft drinks in strict
accordance to their secret formulas and their required manufacturing procedures.
Clarifying the water
1 The quality of water is crucial to the success of a soft drink. Impurities, such as
suspended particles, organic matter, and bacteria, may degrade taste and color. They
are generally removed through the traditional process of a series of coagulation,
filtration, and chlorination. Coagulation involves mixing a gelatinous precipitate, or
floc (ferric sulphate or aluminum sulphate), into the water. The floc absorbs
suspended particles, making them larger and more easily trapped by filters. During
the clarification process, alkalinity must be adjusted with an addition of lime to reach
the desired pH level.
Filtering, sterilizing, and dechlorinating the water
2 The clarified water is poured through a sand filter to remove fine particles of floc.
The water passes through a layer of sand and courser beds of gravel to capture the
particles.
3 Sterilization is necessary to destroy bacteria and organic compounds that might
spoil the water's taste or color. The water is pumped into a storage tank and is dosed
with a small amount of free chlorine. The chlorinated water remains in the storage



tank for about two hours until the reaction is complete.
4 Next, an activated carbon filter dechlorinates the water and removes residual
organic matter, much like the sand filter. A vacuum pump de-aerates the water before
it passes into a dosing station.
Mixing the ingredients
5 The dissolved sugar and flavor concentrates are pumped into the dosing station in a
predetermined sequence according to their compatibility. The ingredients are
conveyed into batch tanks where they are carefully mixed; too much agitation can
cause unwanted aeration. The syrup may be sterilized while in the tanks, using
ultraviolet radiation or flash pasteurization, which involves quickly heating and
cooling the mixture. Fruit based syrups generally must be pasteurized.
6 The water and syrup are carefully combined by sophisticated machines, called
proportioners, which regulate the flow rates and ratios of the liquids. The vessels are
pressurized with carbon dioxide to prevent aeration of the mixture.



Carbonating the beverage
7 Carbonation is generally added to the finished product, though it may be mixed into
the water at an earlier stage. The temperature of the liquid must be carefully
controlled since carbon dioxide solubility increases as the liquid temperature
decreases. Many carbonators are equipped with their own cooling systems. The
amount of carbon dioxide pressure used depends on the type of soft drink. For
instance, fruit drinks require far less carbonation than mixer drinks, such as tonics,
which are meant to be diluted with other liquids. The beverage is slightly over-
pressured with carbon dioxide to facilitate the movement into storage tanks and
ultimately to the filler machine.
Filling and packaging
8 The finished product is transferred into bottles or cans at extremely high flow rates.
The containers are immediately sealed with pressure-resistant closures, either
tinplate or steel crowns with corrugated edges, twist offs, or pull tabs.
9 Because soft drinks are generally cooled during the manufacturing process, they
must be brought to room temperature before labeling to prevent condensation from
ruining the labels. This is usually achieved by spraying the containers with warm
water and drying them. Labels are then affixed to bottles to provide information
about the brand, ingredients, shelf life, and safe use of the product. Most labels are
made of paper though some are made of a plastic film. Cans are generally pre-
printed with product information before the filling stage.
10 Finally, containers are packed into cartons or trays which are then shipped in
larger pallets or crates to distributors.



Quality Control
The manufacturers adhere to strict water quality standards for allowable dissolved
solids, alkalinity, chlorides, sulfates, iron, and aluminum. Not only is it in the interest
of public health, but clean water also facilitates the production process and maintains

consistency in flavor, color, and body. Microbiological and other testing occur
regularly. The National Soft Drink Association and other agencies set standards for
regulating the quality of sugar and other ingredients. If soft drinks are produced with
low-quality sugar, particles in the beverage will spoil it, creating floc. To prevent such
spoilage, sugar must be carefully handled in dry, sanitized environments.

It is crucial for soft drink manufacturers to inspect raw materials before they are
mixed with other ingredients, because preservatives may not kill all bacteria. All
tanks, pumps, and containers are thoroughly sterilized and continuously monitored.
Cans, made of aluminum alloy or tin-coated low-carbon steel, are lacquered
internally to seal the metal and prevent corrosion from contact with the beverage.
Soft drink manufacturers also recommend specific storage conditions to retailers to
insure that the beverages do not spoil. The shelf life of soft drinks is generally at least
one year.



Products of fancy soda
Fancy manufactures various flavours of soda in its factory which are as follows
1) Fancy club soda
2) Fancy Jeera
3) Fancy limca
4) Fancy orange
5) Fancy clear lemon
6) Fancy cola

PET BOTTLES
FANCY CLUB SODA (500ml, 1.5ltrs , 2ltrs)



JEERA SODA (330ml , 500ml)

ORANGE SODA (330ml , 500ml)

FANCY COLA (330ml ,500ml)



CLEAR LEMON (330ml ,500ml)

GLASS BOTTLES (soda 300ml) (Flavoured soda 250ml)



Major buyers of fancys products
1) Uday bar & restaurant
2) Sanju bar & restaurant
3) Jayalaxmi wines
4) welcome bar
5) shidarood bakery.
6) Shakti bar
7) Durga soft drinks
8) Shringar bar
9) Sheetal bar
10) Mahalaxmi bar



Major competitors to Fancy soft drinks in hubli
Soda Categories
1) Pepsi Lehar Soda-

Lehar soda has been the popular brand and is found in almost every soda retailers across the
city and is also the most selling soda brand in hubli. They have excellent supply strategy i.e
the suppliers visit the retailers on daily basis to keep touch with the retailers

2) Cokes Kinley soda-

Coca colas Kinley soda is also the popular soda brand but it lacks behind the competiton to
pepsis Lehar soda has it is the first in terms of sales in the segment but kinley also has a
good supply system



Local Soda brands
1) Canara
2) Supreme
3) Konark
4) Crystal

Though local companies such as supreme, konark have entered the market years after the
lauch of fancy brand they are having good market share. Fancy needs to come up with the
new marketing strategy to recover its lost customers by making sales promotion.

Competitor in jeera soda
1) Bindu Jeera Soda

Bindu jeera soda is a new entrant in the market with jeera variant it is looking to capture hubli
market with quality jeera available in 500ml & 1.5ltr bottle. In the 1.5ltr bottle it gives 100ml
jeera soda as free to its customers



SWOT ANALYSIS

Strength
1) Fancy has a very good supply system & makes timely delivery of its products
2) Owners are involved in the production process.
3) It is an old well known company in the market

Weakness
1) Fancy is facing tough competition from pepsi & cokes brands.
2) The company do not do any promotional activities of its brand.

Opportunities
1) The Company needs to improve trade promotions to acquire the market share
2) It can enter into the fruit juice segment by starting a manufacturing plant at their tarihal
road land.

Threats
1) The company needs get a solution for shortage of labours in their factory.
2) local brands such as konark, supreme & canara are acquiring market share



RESEARCH METHODOLOGY



RESEARCH METHODOLOGY
Every project work is based on certain methodology, which is a way to systematically solve
the problem or attain its objectives. It is a very important guideline and lead to completion of
any project work through observation, data collection and data analysis.
According to Clifford Woody:
Research Methodology comprises of defining & redefining problems, collecting, organizing
&evaluating data, making deductions &researching to conclusions..

RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research project.
It specifies the details of the procedures necessary for obtaining the information needed to
structure and/or solve marketing research problem.
On the basis of fundamental objectives of the research we can classify research design into
1)EXPLORATORY
2)CONCLUSIVE RESEARCH
Exploratory research is one type of research design, which has its primary objective the
provision of insights into, and comprehension of, the problem situation confronting the
researcher.
Conclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.
Conclusive research can be further divided into two types:-
Descriptive
Experimental
The research design used in this project is a DESCRIPTIVE DESIGN.
Descriptive study as the name implies is designed to describe something-for example the
characteristics of users of a given product, the degree to which the product use the varies with
income, age, etc.



SAMPLING PLAN
1) SAMPLING TECHNIQUE USED:
This research has used convenience sampling technique.
Convenience sampling technique: Convenience sampling is used in exploratory
research where the researcher is interested in getting an inexpensive approximation
of the truth. As the name implies, the sample is selected because they are
convenient.
2) SELECTION OF SAMPLE SIZE: 100
For the study, a sample size of 100 has been taken into consideration.
3) POPULATION: Retailers of fancy soft drinks in hubli city
4) SAMLING FRAME: Hubli city.

DATA COLLECTION
As it is already to be known that there are two types of Data Collection methods which are as
following:-Primary Research & Secondary Research.
Primary Research
Primary research (also called field research) involves the collection of data that does not
already exist. This can be through numerous forms, including Questionnaires and telephone
interviews amongst others.



Secondary Research
Secondary research ( also called desk research) involves the summary, collation and/or
synthesis of existing research rather than primary research, where data is collected from, for
example, research subjects or experiments.
In doing this research the both methods are being used.
The Questionnaires are being prepared and filled through the selected sample size
from the selected field.
The Secondary data is being collected from different magazines and newspapers. For
the Literature of review certain online journals has also been collected.



ANALYSIS AND INTERPRETATION



(1) Do you keep fancy soda bottles (pet) in your shop ?

Valid
Frequency Percent Valid Percent Cumulative
Percent
Yes 58 58.00 58.00 58.00
NO 42 42.00 42.00 100.00

INTERPRETATION:
From the selected retailers 58% of retailers said they keep fancy pet soda bottles while 42%
retailers said they do not keep pet bottles.

0
10
20
30
40
50
60
70
Yes NO



If Yes,How many litres of soda do you sell on daily basis?

Valid
Percent
Below 5 36 36.00 36.00 36.00
5-10 34 34.00 34.00 70.00
10-15 13 13.00 13.00 83.00
15-20 12 12.00 12.00 95.00
20 &abv 5 5.00 5.00 100.00

INTERPRETATION:
From the above table 36 % retailers sell below 5 lts, 34% say they sell 5 to10lts, 13% say sell
10 to 15lts, 12% say they sell 15 to 20 lts, 5% say they sell abv 20 lts on daily basis.

0
5
10
15
20
25
30
35
40
Below 5 5 to 10 10 to 15 15 to 20 20 & abv



(2) Do you keep fancys soda bottles (glass) in your shop ?

Valid
Percent
Yes 42 42.00 42.00 42.00
NO 58 58.00 58.00 100.00

INTERPRETATION:
From the selected retailers 42% of retailers said they keep fancy glass soda bottles while 58%
retailers said they do not keep glass bottles.

0
10
20
30
40
50
60
70
Yes NO



If yes, How many litres of soda do you sell on daily basis ?

Valid
Percent
Below 10 35 35.00 35.00 35.00
10-20 29 29.00 29.00 64.00
20-30 26 26.00 26.00 90.00
30-40 8 8.00 8.00 98.00
40 &abv 2 2.00 2.00 100.00

INTERPRETATION:
From the above table 65% retailers sell below 10 lts, 29% say they sell 10 to20lts, 26% say
sell 20 to 30lts, 8% say they sell 30 to 40 lts, 2% say they sell abv 40 lts on daily basis.

0
5
10
15
20
25
30
35
40
Below 10 10 to 20 20 to 30 30 to 40 40 & abv



(3) Do you keep other flavoured drinks of fancy soda ?

Valid
Percent
Yes 78 78.00 78.00 78.00
NO 22 22.00 22.00 100.00

INTERPRETATION:
From the selected retailers 78% of retailers said they keep other flavoured soda bottles while
22% retailers said they do not keep other bottles.

0
10
20
30
40
50
60
70
80
90
Yes NO



If yes, Which of these soft drinks have more demand ?

Valid
Percent
Jeera
Limca
Mitra
Orange
Cola
Total
75
35
10
25
5
150
75
35.00
10.00
25.00
5.00
150.00
75.00
35.00
10.00
25.00
5.00
150.00
75.00
110.00
125.00
145.00
150.00

INTERPRETATION:
From the above table it shows that 75% retailers keep jeera, 35% keep limca,10% keep
mitra,25% keep orange and 5% keep cola flavor in their shop.

Price
Quality
Availablity
Brand name
No choice



(4) If fancy launches its new mango fruit juice will you be ready to sell it ?

Valid
Percent
Yes
Probably Yes
No
Probably No
Total
30
25
20
25
100
30
25.00
20.00
25.00
100.00

30.00
25.00
20.00
25.00
100.00

30.00
65.00
75.00
100.00

INTERPRETATION:
From the above table 30% retailers said yes to keep the mango flavor, 25% said probably yes,
20% said no and 25% saif probably no.

0
5
10
15
20
25
30
35
Yes Probably Yes No Probably No



(5) A Customer will purchase fancy soda because of ?

Valid
Percent
Price
Quality
Availablity
Brand name
No choice
Total
10
25
20
40
5
100
10
25.00
20.00
40.00
5.00
100.00
10
25.00
20.00
40.00
5.00
100.00

10.00
35.00
55.00
95.00
100.00

INTERPRETATION:
Among the selected retailers 10% said price for a customer to purchase fancy soda, 25% said
quality, 20% said availability,40% said brand name, 5% said no choice.

0
5
10
15
20
25
30
35
40
45
Price Quality Availablity Brand name No choice



(6) Are you satisfied with the margins you get ?

Valid
Percent
Highly satisfied
Satisfied
Average
Dissatisfied
Highly Dissatisfied

18
28
24
22
8
100
18.00
28.00
24.00
22.00
8.00
100.00
18.00
28.00
24.00
22.00
8.00
100.00

18.00
46.00
70.00
92.00
100.00

INTERPRETATION:
From the above table 18% retailers are highly satisfied with the margins, 28% are
satisfied,24% are average, 22% are dissatisfied while 8% are Highky dissatisfied with the
margins.

0
5
10
15
20
25
30
Highly satisfied Satisfied Average Dissatisfied Highly
Dissatisfied



(7) Rate the Service provided by the company for the following parameters?

INTERPRETATION:
Transportaion - 8% said very poor, 12% said poor,20% said avg, 30% said
good, 30% said vry good.
Timely delivery- 2% said very good, 21% said poor, 22% said avg, 25% said
good,30% said very poor.
Replacement- 37% said very poor, 20% said poor, 18% said avg, 11% said
good, 4% said good.
Credit policy- 39% said very poor, 22% said poor , 11% said avg, 16% said
good and 2% said very good.
Order- 4% said poor, 16% said avg, 22% said good, 58% said very good.

0
20
40
60
80
100
120
Very Good
Good
Avg
poor
very poor



(8) Do you agree that fancy should improve the Labelling its Products?
Valid
Percent
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

2
4
24
25
45
100
2.00
4.00
24.00
25.00
45.00
100.00
2.00
4.00
24.00
25.00
45.00
100.00
2.00
6.00
30.00
55.00
100.00

INTERPRETATION:
From the above table 2% retailers said strongly agree, 4% said agree,24% said
neutral,25% said disagree, 45% asid strongly disagree.

0
5
10
15
20
25
30
35
40
45
50
Strongly agree Agree Neutral Disagree Strongly
disagree



(9) How much area do you cover for sales in terms of population ?

Valid
Percent
Less then 20
20 to 40
40 to 80
80 to 100
100 to 120
120 & abv
4
13
28
23
22
10
100
4.00
13.00
28.00
23.00
22.00
10.00
100.00
4.00
13.00
28.00
23.00
22.00
10.00
100.00
4.00
17.00
45.00
68.00
90.00
100.00

INTERPRETATION:
From the above table 4% retailers cover less thn 20 people, 13% cover 20 to 40,
28% cover 40 to 80, 23% cover 80 to 100, 22% cover 100to 120 & 10% cover
abv 120 people.

0
5
10
15
20
25
30
Less thn 20 20 to 40 40 to 80 80 to 100 100 to 120 120 & abv



(10) Do you think fancy should advertise its brand to increase its sales ?

Valid
Percent
Yes 88 88.00 88.00 88.00
NO 12 12.00 12.00 100.00

INTERPRETATION:
From the above table 88% of retailers feel that fancy should advertise its brand
while 12% retailers didnt think so.

0
10
20
30
40
50
60
70
80
90
100
Yes No



If yes, Which would be an effective parameter ?

Valid
Percent
Banners
Bill boards
Pamplets
Newspapers
Telivision
78
50
12
8
14
162
48.1
30.86
7.40
4.93
8.65
100.00
48.1
30.86
7.40
4.93
8.61
100.00
48.1
78.96
86.36
91.29
100.00

INTERPRETATION:
From the above table 48% retailers said banners are important, 31% said bill
boards, 7% said pamplets, 5% said newspapers, 9% said television.

48%
31%
7%
5%
9%
Chart Title
Banners
Bill boards
Pamplets
Newspapers
Telivision



(11) Do you think company should improve the Trade Promotions?

Valid
Percent
Yes 92 92.00 92.00 92.00
NO 08 8.00 8.00 100.00

INTERPRETATION:
From the above table 92% of retailers said fancy should improve trade
promotion, 8% said no for trade promotion.

0
10
20
30
40
50
60
70
80
90
100
Yes No



If yes, which would be an effective parameter?

Valid
Percent
Coupons
Price packs
Lucky draw
Display scheme
Target scheme
5
65
5
40
35
150
3.33
43.33
3.33
26.66
23.34
100.00
3.33
43.33
3.33
26.66
23.34
100.00
3.33
46.66
49.99
76.65
100.00

INTERPRETATION:
From the abv table 3.33% retailers said coupons, 43.33% said price packs,
3.33% said lucky draw, 26.66% said display and 23.34% said target scheme as
trade promotion.

0
10
20
30
40
50
60
70
Coupons Price packs Lucky draw Display scheme Target scheme



(12) If the price of fancy products increases will it effect its sales ?

Valid
Percent
Will effect
May effect
Steady demand
May not effect
Will not effect
80
12
5
2
1
100
80.00
12.00
5.00
2.00
1.00
100.00
80.00
12.00
5.00
2.00
1.00
100.00
80.00
92.00
97.00
99.00
100.00

INTERPRETATION:
From the above table 80% retailers said increase in price will affect its
business, 12% said may affect, 5% said steady demand,2% said may not affect
and 1% said will not affect.

0
10
20
30
40
50
60
70
80
90
Will effect May effect Steady demand May not effect Will not effect



(13) which other soda brand products do you keep in your shop ?

Valid
Percent
Lehar
Kinley
Canara
Konark
Supreme
Others brands
70
30
17
23
14
6
150
46.66
20.00
11.33
15.33
9.33
4.00
100.00
46.66
20.00
11.33
15.33
9.33
4.00
100.00
46.66
66.66
77.99
86.67
96.00
100.00

INTERPRETATION:
From the above table 46.66% of retailers said they keep lehar brand, 20% said
they keep kinley, 11.33% said they keep canara, 15.33% said konark while
9.33% retailers keep supreme soda.

0
10
20
30
40
50
60
70
80
Lehar Kinley Canara Konark Supreme Others
brands



(14) which factors influence you to keep other brand products?

Valid
Percent
Price
Quality
Availablity
Brand name
No choice
7
30
15
48
0
7.00
30.00
15.00
48.00
00.00
100.00
7.00
30.00
15.00
48.00
00.00
100.00
7.00
37.00
52.00
52.00
100.00

INTERPRETATION:
From the abv table 7% retailers said price is key factor, 30% said quality, 15%
said availability, 48% said brand name and 0% said no other choice.

0
10
20
30
40
50
60
Price Quality Availablity Brand name No choice



FINDINGS
From the selected retailers 58% of retailers said they keep fancy pet soda bottles while
42% retailers said they do not keep pet bottles.

From the selected retailers 42% of retailers said they keep fancy glass soda bottles
while 58% retailers said they do not keep glass bottles.

From the selected retailers 65% retailers sell below 10 lts, 29% say they sell 10
to20lts, 26% say sell 20 to 30lts, 8% say they sell 30 to 40 lts, 2% say they sell abv 40
lts on daily basis.

From the selected retailers 78% of retailers said they keep other flavoured soda bottles
while 22% retailers said they do not keep other bottles.

From the selected retailers it shows that 75% retailers keep jeera, 35% keep
limca,10% keep mitra,25% keep orange and 5% keep cola flavor in their shop.

From the selected retailers 30% retailers said yes to keep the mango flavor, 25% said
probably yes, 20% said no and 25% saif probably no.

Among the selected retailers 10% said price for a customer to purchase fancy soda,
25% said quality, 20% said availability,40% said brand name, 5% said no choice.

From the selected retailers 18% retailers are highly satisfied with the margins, 28%
are satisfied,24% are average, 22% are dissatisfied while 8% are Highky dissatisfied
with the margins.

Transportaion - 8% said very poor, 12% said poor,20% said avg, 30% said good, 30%
said vry good.
Timely delivery- 2% said very good, 21% said poor, 22% said avg, 25% said
good,30% said very poor.
Replacement- 37% said very poor, 20% said poor, 18% said avg, 11% said good, 4%
said good.
Credit policy- 39% said very poor, 22% said poor , 11% said avg, 16% said good and
2% said very good.
Order- 4% said poor, 16% said avg, 22% said good, 58% said very good.



From the selected retailers 2% retailers said strongly agree, 4% said agree,24% said
neutral,25% said disagree, 45% asid strongly disagree.

From the selected retailers 4% retailers cover less thn 20 people, 13% cover 20 to 40,
28% cover 40 to 80, 23% cover 80 to 100, 22% cover 100to 120 & 10% cover abv
120 people.

From the selected retailers 88% of retailers feel that fancy should advertise its brand
while 12% retailers didnt think so.

From the selected retailers 48% retailers said banners are important, 31% said bill
boards, 7% said pamplets, 5% said newspapers, 9% said television.

From the selected retailers 92% of retailers said fancy should improve trade
promotion, 8% said no for trade promotion.

From the abv table 3.33% retailers said coupons, 43.33% said price packs, 3.33% said
lucky draw, 26.66% said display and 23.34% said target scheme as trade promotion.

From the above table 80% retailers said increase in price will affect its business, 12%
said may affect, 5% said steady demand,2% said may not affect and 1% said will not
affect.
From the selected retailers 46.66% of retailers said they keep lehar brand, 20% said
they keep kinley, 11.33% said they keep canara, 15.33% said konark while 9.33%
retailers keep supreme soda.

From the abv table 7% retailers said price is key factor, 30% said quality, 15% said
availability, 48% said brand name and 0% said no other choice.



Suggestions

The company should start a new factory for for more production as there is enough
demand of soft drinks in the city

They should advertise its brand to the retailers by giving banners and bill boards as
said by more number of retailers in the survey.

They should adopt trade promotions such as having price packages, display scheme
for its products for the retailers.

The company should advertise its other soft drink flavours such as orange, limca,
lemon flavours as they have low sales volume.

The company should provide certain credit limit to the retailers so that they are ready
to keep their products in their store.

If the company starts new mango fruit juice it will have to invest in advertising so that
the product gets brand awareness among customers in the city.



CONCLUSION

To excel in the highly competitive soft drink market dominated by pepsi and coca cola
which has a very big share both in soda and soft drinks the fancy company needs to evolve
their production, marketing and pricing strategies effectively. For doing this a clear
perception about its retailers is needed with regard to product and service quality and price
is of utmost importance.
The company is old and many consumers are aware of the brand in hubli city it has
excellent service delivery system which gives prompt delivery of its products to the
retailers. Though the company is satisfied with its current production and sales which
involves fixed customers the company can look to expand its business by increasing the
production either by expanding the current production area or by choosing different land
for production in the city. With the increase in production the company can afford to
advertise its product and possibly look to enter into other cities surrounding hubli-dharwad
region.



ANNEXURE



QUESTIONNAIRE
Sir/madam,
Myself, Mr Ramchandra.M.Shiralkar, a 2
nd
semester MBA student at KLESs Institute of
Management Studies & Research (MBA), Hubli. As a part of academic curriculum, I am
doing a research titled A study on Retailer satisfaction of Fancy soft drinks in hubli. I
would request your kind co-operation for filling this questionnaire sharing your views and
opinions, the information provided by you will be kept confidential and will not be used for
any commercial purpose.
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Name of the shop : ____________________________________________
Shop Address: _________________________________________
________________________________________
Telephone no: _____________________________
E-mail(optional) : ___________________________________
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(1) Do you keep fancy soda bottles (pet) in your shop ?
a) Yes b)No
If Yes,How many litres of soda do you sell on daily basis?
a) below 5 b) 5-10 c) 10-15 d) 15-20 e) 20 & above

(2) Do you keep fancys soda bottles (glass) in your shop ?
a) Yes b) No
If yes, How many litres of soda do you sell on daily basis ?
a) below 10 b)10-20 c) 20-30 d) 30-40 e) 40& above

(3) Do you keep other flavoured drinks of fancy soda ?
a) Yes b) No
If yes, Which of these soft drinks have more demand ?
a) fancy jeera
b) fancy limca
c) fancy citra
d) fancy orange
e) fancy cola



4) If fancy launches its new mango fruit juice will you be ready to sell it ?
(a) yes b) Probably yes c) No d) probably No

(5) A Customer will purchase fancy soda because of ?
a) Price b) Quality c) Availability d) Brand name e) no other choice.

(6) Are you satisfied with the margins you get ?
1. Highly satisfied--||||-- satisfied--||||-- Average--||||-- Dissatisfied--||||-- Highly dissatisfied--||||

(7) Rate the Service provided by the company for the following parameters?
1. Transportation Very poor--||||--poor--||||--Average--||||--Good--||||--Very Good--||||
2. Timely delivery Very poor--||||--poor--||||--Average--||||--Good--||||--Very Good--||||
3. Replacement Very poor--||||--poor--||||--Average--||||--Good--||||--Very Good--||||
4. Credit policy Very poor--||||--poor--||||--Average--||||--Good--||||--Very Good--||||
5. order Very poor--||||--poor--||||--Average--||||--Good--||||--Very Good--||||

(8) Do you agree that fancy should improve the Labelling its Products?
1.Strongly agree--||||--Agree--||||--Neutral--||||--Disagree--||||--Strongly disagree--||||

(9) How much area do you cover for sales in terms of population ?
a) Less than 20 b) 20 to 40 c) 40 to 80 d) 80 to 100 e) 100 to 120 f) 120 & above

(10) Do you think fancy should advertise its brand to increase its sales ?
a) yes b) No
If yes, Which would be an effective parameter ?
1.Banners
2.Bill Boards
3.Pamplets
4.Newspaper
5.Telivision



(11) Do you think company should improve the Trade Promotions?
a) Yes
b) No
If yes, which would be an effective parameter?
1.Coupons
2.Price Packages
3.Lucky draw
4.Display Scheme
5.Target Scheme

(12) If the price of fancy products increases will it effect its sales ?
1.Will Affect--||||--May Affect--||||--Steady demand--||||--May not Affect--||||--Will not Affect--
||||

(13) which other soda brand products do you keep in your shop ?
a) Lehar b) Aquafina c) Kinley d) Canara e) Supreme f) other brands

(14) which factors influence you to keep other brand products?
a) Price b) Quality c) Availability d) Brand name e) no other choice.

Your expectations from the company:
__________________________________________________
__________________________________________________
__________________________________________________

Thank you for spending your valuable time and sharing your thoughts with me

Date: ____________

Signature



BIBLIOGRAPHY
Primary sources:
The primary data is collected from the sources like:
Personal interaction with Fancy soft drinks owners, Workers of fancy soda,
Fancy soft drinks records
Questionnaire
Observation
Secondary sources:
The secondary data is collected from the sources of internet
www.google.com
www.wikipedia.com

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Fancy soft drinks pvt ltd.

KLESs Institute Of Management Studies And Research, Hubli. Page 1

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