A

Project Report
On
To Study Marketing Research Of Mango Juice In Hindustan Hindustan
Coca Cola Beverage Pvt.Ltd In Nagpur City
Submitted To
R.T.M. Nagpur University, Nagpur
In partial fulfillment of the requirement for the degree
Bachelor of Business Administration
III rd Year
Submitted by
Tanuja R. Pandharkar
Under the Guidance by
Prof. Praful Ambhore

Department of Commerce & Management

New Arts, Commerce & Science College, Nagpur
Session 2015-16

CERTIFICATE

This is to certify that the Following student of this college have carried out
the project work on To Study Marketing Research Of Mango Juice In Hindustan
Coca Cola Beverage Pvt.Ltd In Nagpur City.
Under my guidance in the Department Of Management Studies during the
academic session 2015-16.This work has been done in partial fulfillment of the
award For the post degree of Bachelor in Business Administration in Marketing
Management from Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur.

Project Guide
Prof. Praful Ambhore

Principal
Prof. Dr. Prashant Kadwe

DECLARATION

The Work presentation in this Project has been carried out by us as benefied
students of the New Arts, Commerce & Science Collage, Nagpur during the
Academic Session 2015-16 Rashtrasant Tukdoji Maharaj Nagpur University,
Nagpur.
I hereby declare that this project titled To Study Marketing Research Of
Mango Juice In Hindustan Hindustan Coca Cola Beverage Pvt.Ltd In Nagpur

City is a beneficed and authentic record of work done by us under supervision of

Prof. Mr. Praful Ambore.
The work presented here is not duplicated from any other source & also not
submitted earlier for any other degree to university. I understand that any such
duplication is liable to be punished in accordance with the university rules.

Submitted By:
Ms.Tanuja R. Pandharkar
B.B.A.-III

ACKNOWLEDGEMENT

I acknowledge my sincere thanks for the co-operation extended by the

college and all those who helped me in preparing and presenting the report. I
take this opportunity of expressing my profound gratitude to my guide Prof.
Praful Ambhore of New Arts, Commerce & Science College, Nagpur whose
continuous support has been a constant source of motivation for me. I am
extremely thankful to him for providing valuable guidance and attention to me.
I would like to express my deep sense of gratitude to my Principle for allowing me
to carry out this project work in this prestigious institution.
I am also grateful to Mr. Sagam and Mr. Mayur (Sales Officer, NAGPUR)
for sparing there valuable time and extending their cooperation in accomplishing
my task. It was great experience and a pleasure working with such a cooperative
and friendly environment group.
At last special thanks to stockiest and sales man for their valuable support in
our project.

INDEX

Chapter No.

Chapter Name

1.

Introduction

2.

Company Profile

3.

Objective

5.

Hypothesis

7.

Data Analysis

8.

Limitation

9.

Conclusion

10.
11.

Suggestion
Bibliography

Page No.

Introduction to the Study

Marketing is a key factor in business. It is very exciting field. The modern concept of marketing
is different for the traditional concept. The old concept was based on the physical movements of
goods. In the modern concept, marketing is human activities directed to satisfying needs and
wants through exchange process. So, Philip Kotler has defined Marketing is a social and
managerial process by which individual and group obtain what they need and want through
creating and exchanging product and value with other.
Cold drinks were started with the idea of quenching the thirst of the persons traveling. It
was also felt that reliable good water was not available everywhere. So people would really on
their on their packed bottle and with the idea its makers made these drinks available mostly at
those places where water was not available i.e. on highways and long distance trains. But slowly
and slowly with its beautiful taste these become very popular and now they are available not in
the markets and street corners, but also people have started keeping it in their houses. The credit
of popularizing the mango juice goes to Coca-Cola. This was the drink, which was liked by all
ladies, gents and children. Now days soft are quenching thirst but looks more often they are
taken of habits.
When Hindustan Coca Cola bid a sad farewell in 1977 Indian market was open for various
new forward pushing different brands in the market. Parle day share here again as if happy days
went away with Hindustan Coca Cola pure drinks of Delhi also without lasting mug, introduced
(Parle drinks were producing and marketing Coca-Cola earlier) camp cola with orange and
lemon. Modern bakeries interested the market with double seven, Mohan making with pick up
and McDowell with Thrill, Rush and Sprint. This is Indian market where there was no
competition and high voltage advertising was on. Each one was trying their best to become
number one company with A class product in the field of Soft Drink Business. Now after a
long gap, government of India has given permission to Hindustan Coca Cola has joined with
PAPLE to business in India. They are trying their best to regain prestige which it had before. The
archrival of Parle is HINDUSTAN COCA COLA and American Concern. It started business on
the Indian Soil just a few years ago. Today, it has occupied 62% share of soft drinks market in
India. Now HINDUSTAN COCA COLA is going all out to prove that they are best. But now to
some any factors of competitions, Competitions among them has become stiffen. So in this way
the importance activities have increased.

COMPANY PROFILE

The company actually produces concentrate for Marco, which is

then sold to various Coca-Cola bottlers throughout the world. The
bottlers,

who

hold

territorially-exclusive

contracts

with

the

company, produce finished product in cans and bottles from the

concentrate in combination with filtered water and sweeteners. The
bottlers then sell, distribute and merchandise Coca-Cola in cans
and bottles to retail stores and vending machines. Such bottlers include
Coca-Cola Enterprises, which is the single largest CocaCola bottler in
North America and Europe. The Coca-Cola Company also sells concentrate
for fountain sales to major restaurants and food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola
drinks under the Coke brand name. The most famous of these is
Diet Coke, which has become a major diet cola but others exist,
including Caffeine free Coke, Cherry Coke, Coke Zero, Vanilla Coke
and limited editions with lemon and with lime, and even with
coffee. The Coca-Cola Company owns and markets other soft
drinks that do not carry the Coca-Cola branding, such as Sprite,
Fanta, and others.
The Las Vegas World of Coca-Cola museum in 2000 The first recipe Coca-Cola was
invented in Atlanta, Georgia, by John S. Pemberton, originally as a coca wine called
Pemberton's French Wine Coca in 1885. [1][2] He may have been inspired by the
formidable success of European Angelo Mariani's coca wine, Vin
Mariani. In 2007, when Ging Mo Tuen and Fulton County passed
Prohibitionlegislation, Pemberton responded by developing CocaCola, essentially a carbonated, non-alcoholic version of French

Wine Cola.[3] The beverage was named Coca-Cola because,

HONOURS

Coca Cola Honored With 2008 Energy Star Partner of the Year Award

Coca Cola Named Among Diversity Inc's List of Top 50 Companies for Diversity

Coca Cola Named in the Top 10 companies for LGBT (Lesbian, Gay, Bisexual and
Transgender) Employees by Diversity Inc.

Coca Cola Named to Top 10 Companies List for People with Disabilities.

HISTORY OF HINDUSTAN COCA COLA

Coca Cola is a world leader in convenient snacks, foods and beverages with revenues of more
than $39 billion and over 185,000 employees.
The company consists of Coca ColaCo Americas Foods (CAF), Coca ColaCo Americas
Beverages (CAB) and Coca ColaCo International (CI).
CAF includes Frito-Lay North America, Quaker Foods North America and all Latin America
food and snack businesses. CAB includes Coca ColaCo Beverages North America and all Latin
American beverage businesses. CI includes all Coca ColaCo businesses in the United Kingdom,
Europe, Asia, Middle East and Africa. Coca ColaCo brands are available in nearly 200 countries
and generate sales at the retail level of more than $98 billion.
HINDUSTAN COCA COLA Co. is a USA based Company having its head quarters at New York
with the net worth of $ 39474 million. The average sales of the company are approx 90 million
bottles per month. HINDUSTAN COCA COLA made its first international move in Russia in
1959, during the KRUSCHEV era. Within 32 years HINDUSTAN COCA COLA emerged as the
biggest competitor for Coca Cola.

Hindustan Coca Cola food is one of the largest soft drink companies in the world. It was
invented by Pharmacist Culb D. Baradham in 1898 to cure the disease disperse. It is from this
word that its name was related to Coca Cola. It entered the American market as soft drink, which
at that time was mostly dominated by Coca Cola, but soon Hindustan Coca Cola was able to
dominate the Cola market and there after it has been no looking back. Hindustan Coca Cola and
Hindustan Coca Cola are engaged in ferocious cola war that has taken the whole world by storm.

History Of Mango Juice In India

Coca ColaCo gained entry to India in 1988 by creating a joint venture with the Punjab
government owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This
joint venture marketed and sold Lehar Hindustan Coca Cola until 1991. When the use of foreign
brands were allowed; Coca Cola bought out its partners and ended the joint venture in 1994.
Others claim that firstly Hindustan Coca Cola was banned from import in India, in 1970, for
having refused to release the list of its ingredients, and in 1993, the ban was lifted, with
Hindustan Coca Cola arriving on the market shortly afterwards. These controversies are a
reminder of Indias sometimes acrimonious relationship with huge multinational companies.
Indeed, some argue that Coca Cola and the Coca-Cola Company have been major targets in part
because they are well-known foreign companies that draw plenty of attention.
Hindustan Coca Cola food is one of the largest foreign investments in India. Till today, it has
invested over Rs. 500 Crores in India to bottle its total product. It came out with dazzling
marketing innovations that rocket the cola market line, selling the product through Hindustan
Coca Cola exclusive outlets. Coca Colas success in creating a brand almost from scratch in India
is the stuff that marketing case studies are made of. Given the problems of doing business in
markets like ours, Hindustan Coca Cola entered the market as an under-dog. Its first advantage
was considerable reduced by the enormous export obligations stepped on the company.

Right from the beginning, Hindustan Coca Cola demonstrated a far more focused approached. So
while it entered the market like any other MNC, it was quick to adapt. It realized that consumers,

particularly the youth, to whom it consciously reached out. It would identify better with a brand
that they see as global, yet Indian.
Hindustan Coca Cola was built as a brand. Hence its deliberate attempt to build and campaigns
using the popular Hindi in the process, slogans like, YAHI HAI RIGHT CHOICE BABY and
YEH DIL MAANGE MORE AHA became part of Indias popular consciousness. When
Hindustan Coca Cola lost the bidding battle to sponsor a Cricket tournament to coke, the loss
was turned into triumph with the catch line, NOTHING OFFICIAL ABOUT IT It cashed in
the untapped consumer aspiration in smaller towns, the hinterlands of metropolitan cities and
said YEH PYAAS HAI BADI
It showed a rare ability not only to survive, but also grow through Indias tortuous policy twists
and turns, which threw many other MNCs off balance. Its top management team did not suffer
from the frequent changes seen at rival, Coke. Consequently, it was able to unlike coke, which
paid enormous prices to buy out established local brands. Hindustan Coca Cola brought its own
stuff over, and pushed those aggressively with dealers, retailers and consumers. Right now, it can
bark its outstanding success in building a brand that has become synonymous with soft drinks
across the length and breadth of the country.
History Of Mango Juice I Beverages Pvt Ltd
In early 1997 the Hindustan Coca Cola International decided that Steel City beverages (in
Jamshedpur) will cover south Bihar (now Jharkhand) only. In this accordance Hindustan Coca
Cola cola International decided to establish another bottling plant at Hajipur named MANGO
JUICE BEVERAGES Pvt. Ltd. LBPL Hajipur started functioning in April 1997. Managing

Director of Mango juice Beverages Pvt. Ltd. Hajipur is Mr. Charan Khilani, a big industrialist of
Bengal. The director of this organization is Mr. Rajiv Khilani.
Mango juice Beverages Pvt. Ltd. is set up at Hajipur industrial area in Vaishali District of north
Bihar. It is a production unit and its whole marketing activities are done through LBPL itself. Its
office is situated at Hajipur. Mango juice Beverages is one of the many Hindustan Coca Cola
bottling plants in the country and also one of the four in Eastern India. The other three are at
Cuttack, Guwahati and Jamshedpur. With the urbanization of economy in 1991, about thirteen
years after the exit of coca-cola from Indian seen, an MNC (Multi National Company) globally
known as PCI (Hindustan Coca Cola International) entered in Indian market with its name, PFL
(Hindustan Coca Cola Foods Ltd.) It started bottling its products in Bihar by Steel City
Beverages, Jamshedpur on 24th March 1991, and used to eater for the markets of Bihar, parts of
Bengal, Orissa and Nepal. The Company was the pioneer of soft drink in Bihar. Mango juice
Beverages Pvt. Ltd. was established in the year of 1995. A gentleman of Kolkata, Khilani
brothers were responsible to set up this bottling plant of Hajipur Industrial Area, Vaishali having
this motto to cope up whole North Bihars market and to satisfy the prospective consumers
immediately. The function of organization started in 1996 but production went to produce in
March 1998.

It is one of those bottling units of PFL which comes under FOBO (Franchise Owned Bottling
Operation). This plant was installed with an initial investment of Rs.25 Crores. It started
producing with its full capacity i.e. 600 bottles per minute and it is the first plant in Bihar
producing with such capacity.

Location
The plant is located in the industrial area of hingana Maharashtra. The plot is situated at a
distance of five kilometers from the city of nagpur. The site is well connected by road to other
areas of N. Bihar. The total area of the plant is around 1000 acres. This land has been procured
from N. Bihar Industrial Area Development authority.
BOARD OF DIRECTORS:
1

Mr. Charan Kumar Khilani (M.D.)

Mr. Rajiv Khilani (Director)

PRODUCTS & PRODUCTION CAPACITY

The product range produced by Hindustan Coca Cola Beverages Ltd. is as under:

MAZZA

MIRINDA (ORANGE)

SLICE (MANGO)

PLANT AND EQUIPMENTES

The main plant consists of filler, bottle washer, conveying system, refrigeration system, water treatment
plant and other auxiliaries.. However indigenous equipment is created and commissioned through local
contractors or suppliers. The auxiliaries including utility are being available indigenously. Local
contractors under the supervision of qualified and experienced technicians have done the creation and
commissioning of imported plant.

PREPARATION OF SYRUP:
The products manufactured by Mango juice Beverages Pvt. Ltd. are very limited in range as it is
not independent to diversify its product. It is a unit of Hindustan Coca Cola Foods Pvt. Ltd.
which supplies concentrates for different soft drinks. These are as follows:

Product

Quantity

Color

Flavor

Coca Cola

300ml, 200ml

Burnt Sugar

Cola

Mirinda

300ml, 200ml

Sun-Set

Orange

Mirinda

300ml, 200ml

Sun-Set

Mango

Slice

300ml

S un-set

Mango

OBJECTIVES

To meet the existing customers and know their requirements.

To check the utility of the of the Autodesks products at the customers Place.

To understand the problems faced by the customers regarding products and services.

To get customer opinion about the competitors.

To trap further service and sales opportunities with the existing customers.

To Search for new customers for the company.

To assess the strength of consumers satisfaction about the brands, pricing, distributions
etc, awareness about the Coca-cola products.

To ascertain the consumer brand perception of soft drink with respect to price, product,
taste, quantity and advertising.

To find out the companys position in the soft drink market.

RESEARCH METHODOLOGY

Marketing research is the collection and interpretation of facts that help marketing management
to get products more efficiently into the hands of customers. Market research encompasses all
information pertinent to this task, with appropriate techniques

Green and Tull have defined Marketing Research as, The systematic and objective search for
and analysis of information relevant to the identification and solution of any problem in the field
of marketing

According to the American Marketing Association (AMA), research is the systematic gathering,
recording and analyzing of data about problems relating to the marketing of goods and services.

There are various types of research design:

o Exploratory Research Design
o Descriptive Research Design
o Experimental Research Design

Exploratory Design: - An exploratory marketing data has to be obtained with regard to a

predetermined objective or a hypothesis or an assumption and to test the hypothesis to
arrive at a conclusion.

Descriptive Design: - In a descriptive marketing research data pertaining to the ongoing

state of market affairs is obtained and to study the market situation in a SWOT frame
work.

Experimental Design: - This research is a design in which a cause and effect study is
carried out by conducting an experiment in the market to understand, what is happening
in the market.

Depending upon the objective of research, marketing research design is selected.

According to the research objective I plan to choose exploratory research.

DATA COLLECTION METHOD

Since the study is exploratory in nature, a personal interview with each retailer and aid of
questionnaire were selected as the method of obtaining data. The questionnaire was used in
Nagpur to facilitate tabulation and analysis of data was designed for segment retailers.
The questionnaire was prepared by researcher himself. For interview as far as those languages
were used which they can understand clearly; such as Hindi & English. The researcher used to

stand in front of the randomly chosen retail outlet. This is a comprehensive master plan of the
study undertaken, given a general statement of the method used and procedure followed.
Data Sources: The various source of information broadly divided in 2 categories:
a

Primary sources: Sources from where first hand information is gathered directly are
called primary source and information thus collected is called primary data.
Primary data collection involved: Distributors, Retailers, and Customers.
Research Approaches: Survey
Research Instrument: Interview Schedule

b Secondary sources: The data that are collected for other purposes already existing
somewhere is called secondary data. With regard to my study the secondary sources were
records of the company, websites of the company, magazines and newspapers.
The samples were on judgment and convenience. A sample size of 100 respondents was taken.
The sampling unit was retailers of Nagpur and its adjacent Urban areas. The sample consisted of
retailers spread over the entire area of the distributor.

A THEORETICAL FRAMEWORK OF PROMOTIONAL STRATAGIES

Promotion is just like the spark plug in the marketing mix. It is the process of marketing
communication involving information, persuasion, and influence. Promotion has been defined as
co-ordinate self-initiated efforts to establish channels of information and persuasion to facilitate
or foster the sale of goods Thus, promotion is a persuasive communication to inform potential
customers of the existence of products, to persuade them that those products have wants
satisfying capabilities.

The marketing mix (or promotion mix) consists of four major modes of communication viz
Advertising, Sales promotion, Public relations and Personal selling. All elements of promotion
mix have a definite role in all stages of the selling process. The objective of promotional
strategies is to influence the customers in such a way that they can purchase the product on their
own will and then patronizes the same brand in future too. Thus there are two important
activities:

To give information about the product.

To influence (increase) the demand of the product.

ADVERTISING STRATAGY

Demand creation has become an important function now- a- days. Advertising is one of the
important activities through which a manufacturing firm conveys persuasive communication to
the target buyers. Generally, it can be said that, Advertising is nothing more than the use of bright
ideas and slogans to popularize goods which appeals to the great body or ordinary consumers.
Advertising is an extremely versatile look of communication. It consists of non-personal forms
of communication conducted through paid media under clear sponsorship.

American Marketing Association says: Advertising is any paid form of non-personal

presentation and promotion of ideas, about goods or services by an identified sponsor.
The main purpose of advertising is to communicate. Its long-term objective is profit
maximization. It serves a number of other allied purposes also, which are as follows:
I Helps to salesman
II Makes the certainty of new demand
III Removes the doubts about the goods
IV Maintains sales demand
V Creates image and goodwill of the advertising firm
VI Explains the various uses of goods to the consumers
VII Enables the producer to face competition
VIII Increases in sales and ultimately the profit of the firm
IX Reminds the users to buy the products
ADVERTISING MEDIA

Selection of a suitable medium of advertising (or a combination of medium) is an important

decision. There are numerous media of advertising available to the modern advertisers. So, in
managing its advertising program, a company carefully evaluates the effectiveness of previous
ads and uses the results to improve the quality of future ads. Novelty in this field is misnomer. In
fact, there is nothing novel in this area because with the passage of time, the advertisers and the
advertising agencies have thought of new ways and means of approaching the prospects. But for
the sake of description one conveniently divides the types of advertising media in the following
manners:

News papers

Posters

Hoardings

Wall Advertising

Bus & Trains

Advertising novelties

Exhibits trade shops

Screen Advertising

Directories

10 Packages, Labels & Inserts

11 Calendar and gifts

METHODOLOGY

Marketing Research is the systematic design, collection analysis and reporting of data and finding
relevant to a specific marketing situation facing the company

The present study of soft drink market in all area of Nagpur is based on survey method. In survey
methods, there are two types of survey. One is Census Method and another is Sampling method In
this sample method I have taken only a small part of the whole and data collected from the small part are
made applicable to the sole i.e. I have taken Nagpur and some adjacent area of Nagpur town.

Within the time limit, I tried my best to select the sample representative of the whole group. During
my training, I maintained different chart for different routes during my dealer survey. I have collected
data from the distributors of Nagpur.

Data Sources: -

Primary data collection involved Distributors, Retailers, and Consumers.

Research Approaches: - Survey
Research instrument: - Interview Schedule

Sampling Plan: -

Sampling Unit: - Distributors Retailers Consumers

Sampling Size: -

04

50

100

Sampling Procedure: - Purposive Selection

Contact Method: - Personal Interview

Inter interview schedule researcher used multiply choice questions and ranking systems questions.

(E) LIMITATION OF THE STUDY

As I was asked to carry on my vocational training I found the following limitations during my
training period. So I could collect every information regarding my topic.

(a)

Shortage of time factor was one of the biggest constraints.

(b)

Most stress was given on the primary data as it was difficult to collect secondary data form
the organization and distributors since it is difficult to ascertain the authenticity to their
statements.

All the observations and recommendations will be made on the feed back obtained from survey.

Data Analysis

1.Market Awareness of the product?

Coca-cola

100%

MIRINDA

100%

MAZZA

100%

Slice & Soda

75%

100%

100%

100%

100%

100%
90%

75%

80%
70%
60% Pepsi
50%
40%
30%
20%
10%
0%

Mirinda

Mazza

Slice & Soda

Findings

All brands of Coca-cola are well known among the consumers. Slice and soda is less popular
product of Coca-cola as compared to others.

2. Advertising of the product

Different advertising activities practiced by Coca-cola have great impact in consumers. Following
data show the impact.

Affected

70%

Not Affected

30%

30%
Affected

not Affected

70%

Findings

The percentage of persons affected is 70% and no. of persons not affected by advertising is 30%.

3. Personal Selling of the product?

Consumers there is not any place for personal selling in soft drinks industry however Coca-cola
adopts surrogate in nature as it is directed on retailers rather than consumers. Territory Sales Executive
visits the retailers frequently Visit of boost the confidence of retailers to go for a sale Coca-cola brands.

Retailers who are affected

Affected

60%

Indifferent

40%

40%
Affected

60%

Indifferent

Findings

There are 60% percent of the retailers who have affected from personal selling and 40%
percent of retailers have no effect on them.4. Public

Relation and Publicity of the

product?
Coca-cola organizes and sponsor various types of Games, Sports, Music and Programmers etc. as
tools of marketing Public Relation. These activities present good and positive image among potential
consumers.
During survey it is found that due to attachment of Coca-cola with such activities, consumers feel
glad to have Coca-cola or its other brands.
The extents to which buyers are affected with publicity and public relation are shown below:-

Greater

60%

Good

20%

Some

10%

Indifferent

10%

60%

100%

60%
50%
40%
30%
20%
10%
0%

Greater

Good

Some

Indifferent

20%
10%

10%

Findings

60% of the respondents say that the relations o\f the company with the consumer is best, while 20% says
it is good, and 10% are having no ideas.

Q.5.Market share analysis with competitors

Table No.
COMPANY

Coca-Cola

MARKET SHARE (%)

55%

Pepsi

35%

Others

10%

Chart No.

80%

PERCENT

70%
60%
50%
40%
30%
20%
10%
0%

Coca-Cola

Pepsi

Others

COMPANY

Interpretation:Coca-Cola takes only Pepsi as its rival. It doesnt take other local players in to consideration
very seriously. In Nagpur the performance of Pepsi is very poor. Market share of Coca-Cola in
Nagpur city is near about 55%. There are most of monopoly outlets in the Nagpur

6. When any one comes to your shop which Coca-Cola brand of soft drinks does he/she demand?

Products

No.

Slice

37

MIRINDA

43

Others

20
Total

100

20%
37%
Mirinda

Slice

Other

43%

Interpretation:Most demand soft product Mirinda retailers 43out of 100 say that customers demand Coca-Cola products,
when they come to the shop.
Q.7.Which FACTOR affects sales Mango Juice most?

Factors

No.

Advertisement

32

Schemes

27

Presence

18

Taste

10

Price

Others

5
Total

100

Factors affecting sales

Presence

5
8

18

Taste
Price
Others

10

Interpretation :Most of the retailers were agreed that advertisement affects sales most. Some were agreed on schemes
given. Only 7.62% retailers are agreed with price as an effective tool.
Q.8.PROMOTIONAL ACTIVITIES that affect sales Soft Drink most ?

Activities

No.

Free bottle scheme

57

Prize

21

Discount

17

Others

5
Total

100

Promotional activities affecting sales

17
21

Free bottle scheme

Prize
62

Discount
Others

Intrepretation

It is clear that free bottle scheme is the most popular promotional activity that affects sales volume.
59.04% retailers were agreed with that scheme. While 20% retailers agreed with prize.

Q.9. Which brand sales are more in the juice segment in your retail out let?
Brands
Maaza
Fruity
Slice

In Percentage
65
15
20

20%
Maaza

15%

Fruity

Slice

65%

Inference:
From the above table we can see Maaza brand has highest brand loyalty and sales. i.e., 65%of
the retailers have no problem in selling Maaza brand.

Q.10.Which Brand is mostly preferred in Pet Bottles?

Brands

Respondents

Maaza

66

Fruity

24

Slice

10

Chart No.3

80

PERCET

70
60
50%
40
30
20
10
0

Maaza

Fruity

Slice

COMPANY

Inference:
From the above table we can see that among Pet Bottles the most
preferred brand by retailers is Soft Drink

Q.11. Table showing the distributors communication about schemes with the
retailers?

Yes

61

61%

No

39

39%

Chart No.

80%

PERCENT

70%
60%
50%
40%
30%
20%
10%
0%
Coca-Cola

Pepsi
COMPANY

Inference:
Table shows that

61% of the distributors communicate the schemes of

the company and 39% doesnt. This shows the Coca-Cola has bad
communication with retailers. About the schemes of Soft Drink.

Style
Very
attractive
Medium
Unattractive

Respondent
60

Percentage
60%

30

30%

10

10%

Q.12. Table showing that design and

style of Soft Drink pack?

80%

PERCENT

70%
60%
50%
40%
30%
20%
10%
0%
Very Attractive

Medium

Unattractive

Style

Inference:
The above table shows that 60% of the retailers are said that the design
and style of Soft Drink is medium. And 10% of the retailers said
design is very attractive.By observing the above table we can know that, the
style and design of Soft Drink is not satisfied by the retailers.

HYPOTHESIS OF THE STUDY:

Hypothesis is usually considered as the principal instrument in research. It is a tentative

generalization, which can be determined after testing assumption, which links both theories and
facts. Its main function is to suggest new experiment and observation.

The following hypothesis will be taken in the study.

Relationship between age groups and the choice of features they value most in a

Hindustan Coca Cola beverage industry.

There is a brand loyalty towards Hindustan Coca Cola and competitors.
Number of satisfied customers preferring Hindustan Coca Cola product and satisfaction
level exists in customer mind.

Scope of the study:

Scope of this study covers a wide range of theoretical application and administration
aspect, under which product researches from the producer to the ultimate consumer.

The objective is mainly to find the true value of Business activity of the firm. Finally it will
be concluded after successful completion of the studies in respect of fruitful implementation of

the knowledge. So gained regarding smooth, and calm business operations for different activities
of the firm in present atmospheres.

Valuable customer feedback about the mango juice that they are beverage.

Awareness about the problems faced by the customers regarding after sales services.

Suggestions from the customers as to what new features or improvements they would like
to have in the existing beverage.

Most importantly trapping further sales opportunities with the existing customers by
taking into account their current requirements and future expansion plans.

LIMITATIONS

The limitations in this study are:

The sample size is only 100 so the sample may not be truly representative of the
Nagpur population.

This research is geographically restricted to Nagpur only. Hence the result cannot be

applied to other places.

The study is restricted only to the organized sector of Hindustan Coca Cola product
Findings are based on sample survey.
The project will be made for the academic purpose only.

CONCLUSION
From the data analysis and survey conducted by me I arrived at the following conclusion.

1. Coca-Cola has the entire flavor i.e. , Mango in the market and its market share is comparatively more
than Coke.

2. The majority of the retailers deal in all brands of Pepsi and Coca-Cola.
3. One of the major drawbacks of Coca-Cola products is that all flavors do not reach at each and every
retail outlets but competitors products do reach that is why competitor enters in to Pepsi exclusive
outlets.
4. The major problem faced by the distributor is the shortage of supply particularly pets.
5. Distributor functions just as order takes; they should contribute me and communicate to the retailers.
6. It should be checked that whether our products is reaching to the outlets timely and regularly or not.
7. Although the Visit-cooler, Sign board/Display rack and Glass strength provided by Coca-Cola are
more than Coke but still there are number of retailers, who are either not having these or others have
provided them.
8. There is irregularity in the supply of cooler, some retailers, which sell more are not provided Visicooler, some retailers, which sell more not provided cooler, while some retailers, which sell less are
provided cooler
9. Some of the Cooler provided by Pepsi is not functioning properly, complaints, are entertained after a
long time.
10. Most of the retailers are in need of board but not provided by the Coca-Cola Company.
11. Most of the retailers especially small retailers have complained that the sales man does not in form
about any sales promotional scheme.

SUGGESTIONS

Mango Juice Beverages Pvt. Ltd. should introduce some changes in the Distribution logistics so
that it can improve the service level and thus increasing customer satisfaction and sale.
The following factors I found to be worthy for consideration by the management:-

1.

The company should establish at least a warehouse in each and every district headquarters for
easy delivery or soft drinks.

2.

Mango Juice Beverages Pvt. Ltd. should follow a required inventory decision so that average
stock can be balanced in the peak seasons.

3.

Tricycle can be installed at various places like public part during the peak house, important
chowks and in the Nagpur citys commercial center.

4.

Company should also introduce fountain Coca-Cola in Nagpur town.

5.

Marketing division should also give more attention in selling less popular

band like

Miranda, Slice.
6.

Time to time survey about the companys strength and weakness is very much essential so
that it can improve its service & quality.

7.

Company should, try to project quality superiority into the minds or customer; it will last long
and will pay for ever.

8.

Company should send executive at regular intervals to those areas where new dealers are
created and suggesting them the selling tactics.

9.

Company should also give more attention to the old dealers to check whether they are
performing well or not.

10.

Company should also start scheme for consumers so that sale is increased, like giving coupon
on every cap of Coca-cola product etc.

11.

Companys sales promoters are not performing their job seriously, so it is very essential to
arrange some training for sales personals.

BIBLIOGRAPHY
Books

1. Philip Kotler

2. Philip Kotler and Armstrong 3. R.C. Kothari

Marketing Management
Principles of Marketing

Research Methodology

Magazines
1

Business Today and

Business India

Newspapers
1

Times of India and,

Hindustan (Hindi Edition)

Web Sites
1 colazone.com\
2

cola.com

3 Coca Colazone.yahoo.com

QUESTIONNAIRE

Which brands of Coca-cola are well known among the consumers.?

Coca-cola

Miranda
Maaza
Slice and soda
2.Does different advertising activities practiced by Coca-cola have great impact in
consumers
Yes
No

3 Does the retailers have any affect from personal selling of cola cola?
Yes
No
4 what relations does the company has with the consumers?
Good
Great
Indifferent
5 market share of cocacola in Nagpur?
Coca cola
Pepsi
Others
6 When any one comes to your shop which Coca-Cola brand of soft drinks does he/she
demand?
Slice
Miranda
Others
7 Which FACTOR affects sales Mango Juice most?
Advertisement
Schemes
Taste
Price
Others
8. PROMOTIONAL ACTIVITIES that affect sales Soft Drink most?

Free sample
Price
Discount
Others.