A RESEARCH PROJECT REPORT

ON

MARKETING ANALYSIS OF SOFTDRINK INDUSTRY

IN MEERUT RESGION

TO BE SUBMITTED TO DR. APJ ABDUL KALAM TECHNICAL

UNIVERSITY, LUCKNOW
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
Batch 2015-17

Submitted To: Submitted By:

Mr. PRASHANT PRABHAKAR TUSHAR GUPTA
ASSISTANT PROFESSOR Roll No. 1526370099
VSB, Meerut MBA- IV th SEM

VIDYA SCHOOL OF BUSINESS,

BAGPAT ROAD MEERUT

1
 DECLARATION

I, TUSHAR GUPTA student of M.B.A Final year here by declares that

the project report titled " MARKETING ANALYSIS OF SOFTDRINK
INDUSTRY IN MEERUT RESGION " is completed and submitted
under the guidance of " Mr. Prashant Prabhakar(Faculty of
management) Vidya school of business,Meerut This project my
original work.

The imperial finding in this report is based on the data collected by me.
This project report is not submitted to any other university for the
compliance of any examination or degree.

TUSHAR GUPTA
Roll No. 1526370099
MBA IV SEM

2
 ACKNOWLEDGEMENT

The research on MARKETING ANALYSIS OF SOFTDRINK INDUSTRY IN

MEERUT RESGION has been given to me as part of the curriculum in Master

Degree in Business Administration.

I have tried my best to present this information as clearly as possible using basic

terms that I hope will be comprehended by the widest spectrum of researchers,

analysts and students for further studies.

I have completed this study under the able guidance and supervision of

Mr. Prashant Prabhakar (Faculty of Management), Vidya school of business,

Meerut I will be failed in my duty if I do not acknowledge the esteemed scholarly

guidance, assistance and knowledge. I have received from them towards fruitful and

timely completion of this work.

Mere acknowledgement may not redeem the debt I owe to my parents for their

direct/indirect support during the entire course of this project.

I also thankful to my friend who helped me a lot in the completion of this project.

TUSHAR GUPTA

3
CONTENTS

Preface
3
Executive market 4
Introduction 7
Overview of soft drink marke 9

Objective of the study 12

Company profile 15

Research methodology 42

o Research design

o Sample design

o Data collection

o Sample unit

Data analysis and interpretation 54

Findings 81

Recommendations 83

Limitations 85

Conclusions 88

Questionnaire 90

Bibliography 94

4
 PREFACE

As a part of course my MBA programe, I got on opportunity of undergoes

research project work on Moon Beverage Pvt. Ltd., when I allowed to
work on Project titled, "MARKETING ANALYSIS OF SOFTDRINK
INDUSTRY IN MEERUT RESGION "

Customer Satisfaction is the term for a Company-wide system used by

business to seek, obtain, and maintain customers, information of
customer needs and Require business manage to develop customer
relationships in a more organised way.

The objective of the study of the research work to find customer

satisfaction. To extract the finding and results of the study, it is to the
suggested and recommended to the company through systematic and step
by step processing the research process.

I have picked up the topic, because this is the area of my interest and this
is the major tool in analyzing the position of the organization.

5
6
 EXECUTIVE SUMMARY
This is a project report, on the project titled, Either soft drink is
commodity Or FMCG product. This report also covers the topics of
introduction of coca Cola in India and company profile of Moon
beverages Pvt. Ltd.

To collect the required data a questionnaire was prepared for retailers and
Consumers. After collection of data, it was interpreted and analyzed.

Retailers data after analysis showed fallowing results:-

1. The consumer mostly demands for particular brands of soft drinks.

And the most preferred brands are Limca, Coke, Pepsi, Maaza, and
Mountain Dew respectively. Consumers of all age groups like soft
Drinks.
2. 80% of the retailers said they had increase in the sale of soft drinks.
But this increase in consumption is mainly in the ranges of 0-3, 4-6
Crates per day. The brands with maximum increase are Limca, Pepsi,
Coke, Mountain dew, and Maaza respectively.
3. 90% of the retailers are satisfied with the delivery of the products.
While 10% of the retailers complained about non-availability of
some Packs eg. Limca 2lt, Maaza tetra, 500ml packs.
4. There was mixed response when asked about the companies policy of
soft drinks. 53% of the retailers favored this move.
5. According to the retailers, consumers prefer 200ml pack to 300ml
pack of soft drinks. While for home use, parties and marriages 2lt
Pet bottles are preferred.

7
Data collected from consumers after analyzing showed fallowing results:-

1. Consumers prefer soft drinks because they like its taste and because of
thirst. Most preferred are Limca, Pepsi, Cock, Miranda, Fanta.
2. 90% consumers were happy with availability of the brands. But 10%
complained about non-availability of some packs.
3. 71% of consumers were aware of the commodity of soft drinks.
Though 56% consumers said this policy had affected their
consumption. Increase of consumption of 88% consumers is
between the range of 0-5 bottles per week.
4. Most consumers are satisfied with new price tags. While 77% of
Consumers preferred 200ml pack after price reduction. 2lt pack Is
preferred for marriages, parties and home use.

The above data has been discussed in detail with illustrations and tables
further In the report. There was also some suggestion from retailers and
consumers, Which also has been placed latter in the report.

8
9
 INTRODUCTION
The topic about the "Either Soft Drink is Commodity or FMCG
Product" Has been taken for the study because now a day companies are
engaging Themselves in producing different sizes and brands, but they
are not putting Emphasis on the improvement of the quality of their
product, which is now a Days consumers first priority.

The is a project report of the market analysis to find out the effect of the
soft Drinks of FMCG on the consumption of individuals. Due to the
Increase in the competition companies have adopted the FMCG policy.
This project report would cover the fallowing point during the market
analysis.

1. Awareness about the FMCG Products of the above mentioned

packs amongst the consumers.
2. Consumers contentment on these FMCG Products.
3. What effect has this FMCG Products tag had on their
consumption?
4. Which pack is preferred the soft drink i.e.200ml, 300ml?
5. Which is the most preferred brand in the market? Which packs are
preferred by the consumers for home usage and parties e.g. 300ml,
2000ml etc.

This repot would show the in depth analysis of the above mentioned
points with Illustration and tables.

10
11
An overview of India soft drink market

Indias soft drink market is one of the largest in the world. With the

liberalization policy of the government the multinational soft drink giants

have made their way to India. It is very necessary for a company to have

a strong distribution network in the market. At the moment Coca Cola

and Pepsi controls the soft drink market in India.

These two companies are spending Crores of rupees on the multimedia

advertisement and further they are strengthing their distribution network.

Now non-cola drinks are also coming into their own in Indian market

with the entry of the major international players in the soft drink field.

The Lemon orange and other fruit based drinks, which had been

considerably popular in the country where sidelined in the early nineties.

This was because of the pepsi & Coca Cola who prompted their cpla

drinks with intensive advertisement campaign.

Coca Cola introduced non-cola drinks like Limca, Fanta, Maaza, and

sprite etc. Hoardings and Billboards by the roadside emphasized

specifically about the product being lemony, orangey or in some other

non-cola flavors. As a result the consumers are now discovering the

alternatives of the cola drinks. At the movement cola drinks have 45%

12
shares in the Indian soft drink market. The rest of the market is shared by

other fruit based flavors. Population wise being the second largest

country in the world there is a great potential or the soft drink market in

India. Having the growth rate of 20% annually.

To tap this huge market, soft drink players will have to build a capacity

infrastructure, so that they can manage to have 100% availability. There

are more than 4,00,000 retail outlets stocking soft drink in India showing

the deep distribution network of the soft drink players.

To make their each brand available in the every corner of the country they

are extending their distribution system in term of more and more

locations and to accomplish this they are using every possible step eg.

Acquisition, Mergers etc.

13
 OBJECTIVE OF THE STUDY:

To wake analysis of Either self drink is commodity of FMCG with

respect to Coca-Cola of Moon Beverages Private Limited.

With the aim to finding the sales position of soft drink (Coca-Cola) with

respect to other soft drink i.e. comparative study of soft drink of FMCG

and other company soft drink is considering following factors:

Dissatisfaction level of customer.

Level of customer satisfaction

Position of FMCG product (Coca-Cola) in the market

Value of FMCG product (Coca-Cola).

14
15
 COMPANY PROFILE
Moon Beverages Private Limited (earlier was a public limited company)

was incorporation on 4th January 1994 mainly to take over the business of

Moon Bottling Company, a partnership concern, engaged in the

manufacturing of beverages. Moon Bottling Company was setup in 1996

with a semi automatic plant for bottling various brands beverages owned

by parle group of industries. In the year 1970 an automatic plant was

setup with the capacity of 220BPM. The capacity was further increased to

740 BPM. Although filling capacity developed by the company is

1100BPM. But since washing capacity is limited to 882BPM. Therefore

the company based on washing builds up actual operation capacity or

filling capacity, whichever is lower, is 740 BPM. In may 1994 company

entered into a franchisee agreement with Coca Cola India for the

manufacture of the aerated water of Coca Cola and other beverages of the

Coca Cola India taken over by it from parle group of Industries.

The chairman of the beverages Pvt. Ltd is Mr. Kailash Kumar Goenka.

Co. is now authorized bottler of Coca Cola Company and comes under

the umbrella of strategic alliance of Coca Cola Company and parle

exports.

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The company has maintained a growth rate conducive to the market size

and the product sold with coming of coca cola and Fanta with a change in

packing sizes of products like 200ml, 300ml, 500ml, 1lt, 1.5lt, and 2lt.

The vast market potential will be exploited for maximum gain. Packing

of micro level covering 2000 villages under the franchisee area where

they expect to achieve growth rate of 15% to 20% by covering 30,000 to

32,000 outlets.

At present, MBPL is producing 27000 crates per day with plant

operations of 250 days including the lean period of five months from

November to March

To overcome the seasonal block in sales, MBPL has planned special

strategies. MBPL has been providing VISI coolers, EBCs ,Dispensers,

ice boxes and display racks which are of the interest of the retailer is

maintained to sell their soft drinks during lean period too. Thus at the

next five years, MBPL has planned to organize and sponsor festivals,

sports events and cultural programs for creating more consumers

awareness of their soft drinks.

Company will also go in for special incentive scheme for the retailers and

consumers to maintain the sales effectiveness during the lean period. The

market distribution is carried through Moon bottling company, which is

17
owned by all existing directors of the MBPL. Prospects of sales of

companys products have been bright.The India Market too has

tremendous potential to grow and MBPL in agreement with Coca Cola

Company has been able to make their plan into reality because they are

well organized and their product are well organized and their products are

accepted in the market.

The company has diversified to mineral water segment at Jaspalon,

(Doraha) where 500ml and 1lt kinley water bottles are produced along

with own capacity of manufacturing PET Plastic bottles used for refilling

of kinley water. It will further diversify into production of bulk water jars

shortly.

MBPL is depending on the different concerns for

different products.

For empty glass bottles Ovens Brokway ltd. Rishikesh

For essence Britco Food Company, Pune

For plastic crates Supreme Industries, New Delhi

For Carbon dioxide Gas Punjab carbonic, Bathinda

For Caps Larson & Turbo ltd. New Delhi

For sugar Sarswati mills, Yamunanagar

Mawana sugars, Mawana

Types of test to check Gas volume test

Quality Appearance test
18
 Taste test
Microbiology test

Amount of calories 84 calories in each 300ml

19
 BUSINESS PROFILE OF COCA - COLA

The distribution network of any organization accounts a lot for its

success. MBPL has maintained an effective and regular network. The

company fallows four-tier distribution network.

1- Moon city

2- Jalandhar city

3- Districts

4- Districts local

1- Moon city:-

Company is having a well-established distribution network within Moon

city. Company fallows three types of the system in Moon.

a) Route sales

b) Home delivery

c) AMCs

Route sale.

There forty routes in Moon city. Each route is having 70-80 outlets on it.

all these routes are operated from M/s Moon bottling company ltd. Focal

point. The salesmen with their vehicles loaded with Coca Cola products

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leave around 8:00 am these loaded vehicles meet the demand of outlets

located on their routes.

Home delivery and auto routes

There are 7 autoroutes, which are operated from M/s Moon bottling

company ltd autos loaded with coca cola products leave in the morning.

They provide supply from house to house as well as on the route outlets

which cant be easily and contently, covered by four wheelers or heavy

vehicles.

AMCs

There are approx. 30 AMCs located in Moon city. AMC (Area Marketing

Contractor)

- An AMC is a contrail intermediary for Coca Cola products in a

congested

- An AMC does not stock any competitive products.

- Received deliveries from company depot and distribution products

to an allocated set of outlets in a clearly defined geographical area.

- An AMC has excellent knowledge of the area and good relations

with the other owners.

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- An AMC is located in typically located in congested areas, lanes by

lanes of the city and supplies to a cluster of relatively low volume

outlets.

- An AMC has more suitable vehicles (auto rickshaws, tricycles and

hand trolleys.)

2- Jalandhar city

In Jalandhar there are 24 routes, which are operated from M/s Moon

Bottling company Ltd. Apart from these routes, there are 20 AMCs in

Jalandhar city.

DISTRICT AGENTS

Purpose

1- District agents are distributors who cater to the upcountry district

market. They run direct routes in upcountry district markets.

2- District agents are given incentives based on the sales order

received from them.

3- The volume per district agent ranges from 15000 p.a. to 18000

p.a.

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CONTROL

1- District agent should diligently run daily routes to cater the

market.

2- The schemes given by the company should be passed on the

market.

3- They restrict selling to there respective territories.

4- The placement of the sales generating assets (SGAs) and signage

in the district agents, market should be don by the company

directly after assigning the potential of the outlets.

DUMPS

Purpose

1. Dumps are agents who cater to sub agents in the rural areas who in

turn sell to the outlets.

2. Objectives of creating dumps are to achieve greater penetration in

the rural area.

3. Local Dumps more effectively reach sub agents with increased

delivery frequency.

4. Sales per dump ranges from 20000 crates to 50000 crates

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CONTROLS

1. The dump should have fixed route plan for delivering to sub

agents.

2. It should be ensured that the dump passes on the company scheme

to the sub agents.

3. Dump should target sales by sub agents and track the same every

day. The dump should keep in the constant touch with the sub

agent and their market.

4. Dump should map the rural market and appoint sub agents in

untapped markets.

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 MOON BEVERAGE PRIVATE LIMITED

The business of the Moon beverage private limited is heavily dependent

on advertising and publicity. The company promotes it products in the

fallowing way.

Sales Generating Assets

Sales generating assets are two types:-

1:- Electric

2:- Non-electric

Electric sales generating assets

a) VISI-COOLERS:- There are the electronic coolers, which are having

the capacity of 7 crates or 4 crates stored in it.

b) CHEST COOLERS:- These are also the electric coolers and are

of two types in terms of capacity of 4,7 crates.

c) ELECTRIC BOTTLE COOLERS(EBC):- These are upper lid

coolers.

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NON-ELECTRIC SALES GENERATING ASSETS

a) This category includes iceboxes, which are made up of plastic.

b) Signage, Signage includes, will painting, glow signs, hoardings,

banners etc.

c) Point of purchase material (pop) this include sun packs, tinplates,

danglers, posters and stickers.

d) Give away items: This category include free items which are

distributed among retailers such as cassettes, sippers, key chains,

playing cards. T-shirts, caps and waist pouch etc.

e) Apart from the above promotional materials company also sponsors

many functions such as sport festivals, movie carnivals, cultural

programs and fashion shows.

The investment and the expenditure incurred on these sponsorships are

shared by CCI &MBPL.

26
 SHIPPING DEPARTMENT

Company is having well maintained shipping department and also well

built godown with a share capacity of 350000 crates. Every day 45000
crates are taken out of the godown for sales. The shipping department
fallows the FIFO system of liquidation. The crate bottles arranged in such
a way are called as palates. The empty bottles of the coca colas product
are received in the fallowing ratio.

1- 40% for cock

2- 30% for limca
3- 15% for fanta
4- for other remaining brands.

These empty bottles are properly counted and stored out brand wise and
sent to Production plant with the help of the empty conveyors.
(Paradisation process). In the production department these bottles are
cleaned, washed sterilized and Refilled with the help of the automatic
machines. Beside the godown, which is Within the premises of the
factory. Company, is having other sale depot at Different places for the
purpose of marketing convince such as:-

1- Moon bottling Pvt. Ltd., focal point, Moon

2- Moon bottling Pvt. Ltd., Dana Mandi, Moon
3- Moon bottling company, Jalandhar.
4- MBPL, Jaspalon(Doraha)

27
Moon bottling Pvt. Ltd. (Focal point)

This depot gives supply within Moon city from C-54 focal point Moon.

There are 40 routes to the respective areas, four routes are dealing with

AMCs And one route is engaged in supplies to railway ststion. On an

average 8000- 10000 crates are liquefied daily from depot.

Moon- bottling Pvt. Ltd. (Dana Mandi)

There are 13 auto routes operates from Dana Mandi. These auto routes

are Engaged in home delivery and supply to the outlets on the routes

where four- Wheeler heavy vehicles cannot approach. Everyday 1000t to

1200 crates are Liquefied from Dana Mandi.

Moon bottling company, Jalandhar

This give supply within Jalandhar city.

MBPL, Jaspalon (Doraha)

It keeps of PET/trading bottles along with sales generated assets

(SGA).Also

Manufactures kinley water bottles.

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ADVERTISING

Advertising has played major role in the success of the products since the
first Advertisement in 1886 COCA COLA DELICIOUS!
REFREASHING! EXHILARATING!.

Thought out these years, slogans have been memorable. Highlights

include:

1920 The pause that refreshes

1936 Its the refreshing thing to do
1942 Its the real thing
1943 Global high sign
1959 Be really refreshed
1963 Things go better with coke
1969 Its the real thing
1970 Id like to buy the world a coke
1971 Coke ads life
1982 Coke is it
1986 You cant beat the feeling
1990 You cant beat the real thing
1991 Always Coca Cola
2001 Jo Chaho ho jaye Coca Cola enjoy
2002 Life ho to Aisi
2003 Piyo Thanda jiyo Thanda
2004 Thanda matlab Coca Cola
2005 Make its real
2007 The side of life

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 FACTS ABOUT COCA COLA
While much of the would has changed since 1886, the pure and simple

magic of the one things stays the same coca cola . The name and the

products mean so many good things of hundreds of millions of consumer

around the globe, called for in more than 80 different languages, Coca

cola products are served more than 773 million times every day,

quenching the thirsts of consumers in more than 195 countries and in

every

climate.

Thats a long way to come, after such a modest beginning.

Birth Of A Refreshing Idea

John Styth Pemberton first introduced the refreshing taste of coca cola in

Atlanta, Georgia. It was May of 1886 when the pharmacist concocted a

caramel- Colored syrup in three legged brass kettle in his backyard. He

first distributed the new product by carrying Coca cola in a jug down the

street to Jacobs pharmacy. For five cents, consumers could enjoy in a

glass of Coca cola at the soda fountain. Whether by design or accident,

carbonated water was teamed with the new syrup producing a drink that

was proclaimed, Delicious and refreshing. Dr Pembertons partner and

30
bookkeeper, Frank N. Robinson, suggested the name and penned, Coca-

Cola in the unique flowing script that is still famous worldwide today.

Mr. Robinson thought, The to CS would look good in advertisement.

Dr. Pemberton sold 25 gallon of syrup, shipped in the bright red wooden

kegs. red has been distinctive color associated with the no. 1 soft drink

brand every since. For his effort, Dr. Pemberton grossed $50 and spent

$73.96 on advertising. By 1861, Atlanta chemist as a G. Candler had

acquired complete ownership of the coca cola business. He purchased it

from Pemberton family for $2300. Within for years his merchandising

flair helped increase consumption of Coca cola to every state and

territory. In 1919, the coca cola company was sold to a group of investors

for $25 million. Robber w.woodruff became the present of the coca cola

company in 1923, and his more than six decades leadership took the

business to unrivalled heights of commercials success, making coca cola

an institution the world over.

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 COCA COLA FIRST BOTTLED

Coca cola began strictly as a nerve tonic, but candy merchant Joseph A.

Biedenharn Of Mississippi was looking for a way to serve these

refreshing beverages at picnics. He responded to this demand and began

offering bottled Coca cola using syrup shipped from Atlanta, during an

especially busy summer in 1894.

In 1899, large scale bottling becomes possible when as a Candler granted

exclusive bottling rights to Joseph B.Whitehead and Benjamin F. Thomas

of Chattanooga, Tennessee. The contract marked the beginning of coca

cola Companys unique independent bottling system that remains the

foundation of the companys soft drink operations.

Back than soda bottles were all very similar. With coca cola being the

premium product, other companies were often tempted to sell their

product, as Coca Cola. The answer was to create a distinct bottle for coca

cola. As a result the root glass company, Terre haut, Indiana, developed a

pale green bottle with the new famous contom shape in 1915.

32
The bottling system

Today, the product reaches consumers and customers around the world

through a large distribution network made up a local bottling companies.

These bottles are located around the world. Bottling companys packages,

market and distribution the product using thousands of delivery trucks

and routes.

Trade marks

Trademarks are the most valuable assets of each and every company. The

trademarks Coca Cola was registered with U.S. patent and trademark

office in 1893 by Cock in 1945. The unique customers bottles familiar to

consumer everywhere was granted registration as a trademark office in

1977.

In 1982, the Coca Cola company introduces diet coke to U. S. consumers

marking the first extension of the companys most precious trademark

another product.

Later years saw the introduction of additional products bearing the Coca

Cola name which now accompanies a powerful line of six products.

33
Today the favorite soft drink, coca cola is also the beast-known and most

admired Trademark recognized by the worlds 90% population.

Product advancement

In 1895 a new cola emerged from new research. Though internal

evaluation and thousands of blind tests, customers said they preferred it

over both coca cola and its primary combination. As a result in April

1985, the company product introduced the new test to cock, the first

change in the secret formula since the product was created in 1886. The

chemical of the cock with new taste took place in United States and

Canada.

The consumer responded with an unprecedented and new famous

outpouring of loyalty and affection for the original formula and the

company listened in July 1985 the original formula of coca cola classic.

In 1986, coca cola classic became and still remains the nation top selling

cold drinks.

34
Advantages and limitations of franchisee network
Advantages

a) Reduced investment level in manufacturing equipment

If a company source its products from franchisees, it does not require

setting its own manufacturing plant for the purpose. The company thus

benefits from the reduced investment in manufacturing facilities,

inventories of raw materials and other function required for the

manufacturing of the components.

b) Saving on management time.

As the components are out sourced, the company stands to give by

saving on the Management time and cost. The role of the company

gets restricted to establish the system and in quality control at the

franchise locations. Over a period of the systems implemented

stabilize and hence the involvement of the company remains

on at the strategic decisions level.

c) Regular supply of components.

With the development of strong relations with the franchisees, the

manufacturer can be assured of regular supply of components as per

the manufacturers specification.

35
d) Reducing interfacing and dealing with labor.

The labor and union employees involved in the manufacturing are the

responsibility of the franchisee. This is beneficial as it reduces the

management time and involvement in solving their issues.

36
 Introduction of Coca Cola in India

Coca Cola founded in may 1886 in USA (Atlanta). In 1950 Coca Cola

came to India in an organized way. In 1977 Govt. Changed Janta party in

to power. Coca Cola winds from India. In 1992 again coke files an

application for 100 % Owned soft drink company with FIBP decides to

part way with Rajan pillai The Government clears the Coke application in

record time.

In 1992 the Coca Cola had only some brands like Coke, Citra. In 1993,

Coca Cola lunched Fanta (300ml). In 1994 Coca Cola buys out parle

( Thums-up, Limca & Maaza ) and became a major leader in soft drink

market. In Dec 1998, one brand Also launched was Kinley soda beside

Bislery soda. Cock had Bislery in 1997-98 But due to some reason Coca

Cola left Bislery and adopted a new brand, which is Called kinley soda.

Abhi Milk adopted Bislery. Now Coca Cola had brands like C oke,

Thums-up, Maaza, Limca, Fanta, Kinley soda, Vanilla Cock and Sprite

etc. Coca Cola had launched Sunfill in competition with Rasna.

37
 VISION OF COCA COLA INDIA.

Provide exceptional strategic leadership in the coca cola India system

resulting in the consumers preference and loyalty, though coca cola

commitment them.

Mission of Coca Cola India

Create consumer products, services and communication, customer

services and bottling system strategies, processes and tools in order to

create competitive advantages and deliver superior value to:-

1. Consumer as superior beverages experiences.

2. Consumers as an opportunity to grow profits through the use of

finished drinks.

3. Bottlers as an opportunity to grow profit and volume.

4. TCCC as trademark enhancement and positive economic value added.

Supplier as an opportunity to make reasonable profits when creating

real Value added in an environment of system wide teamwork, flexible

business system and continuous improvement.

5. CCI associates as superior carrier opportunity.

6. Indian society in the form of a contribution to the economic and social

development.

38
 MISSION OF COCA COLA COMPANY

The mission of the coca cola company is to increase shareowner value

over time. The company accomplishes the mission by working with its

business partners to deliver satisfaction and value to customers and

consumers through a worldwide system of superior brands and services,

thus increasing brand equity on a global basis.

39
 COMPANYS PRODUCT AND THEIR
COMPETITORS

Product range of the company

The product range of the company has the listed brands and
packages.

BRAND PACKAGES

Coke 200ml, 300ml, 330ml(Can), 600ml, 1lt, 1.5lt, and

2lt
Thums-up 200ml, 300ml, 330ml(Can), 600ml, 1lt, 1.5lt,
and 2lt
Limca 200ml, 300ml, 330ml(Can), 600ml, 1lt, 1.5lt,
and 2lt
Fanta 200ml, 300ml, 330ml(Can), 500ml, 1lt,
1.5lt, and 2lt
Maaza 250ml, Tetra(200ml), 1.2lt, 600ml.
Kinley soda 300ml,
Kinley Water 500ml, 1lt,
Sprite 200ml, 300ml, 330ml(can), 1lt, 1.5lt, 2lt.
Vanilla Coke 200ml, 500ml, 330ml(can)

Prices of the different packages of Coca Cola.

PACKAGES PRICE

200ml Rs. 126 per crate (24 bottles)

300ml Rs. 174 per crate (24 bottles)
1lt Rs. 120

40
1.5lt Rs. 396
330ml Rs. 402
600ml Rs. 402
2lt Rs. 369

Total valve of the empty Rs 240

crates with plastic shell

41
 COCA-COLAS MAJOR COMPETITORS ARE
PEPSI AND LOCAL BRANDS

Coca-Cola Pepsi Local brands

Coke Pepsi

Black Commando

Limca Miranda (lemon)

Top cola

Fanta Miranda (orange) Thrill

Maaza Slice (mango)

Rush

Kinley soda Lehar soda

Allhan

Kinley water Aqaufina water Tim-Tim

Sorite Miranda (apple)

Thums-up Pepsi blue

Maaza tetra Mountain dew

Vanilla coke 7up

Coke Diet

42
 PURPOSE
Today is the world of competition and only those companies are running

Successfully that are having a complete and immense knowledge of their

Customer need and wants. That is why coca cola have introduced

different Packs, increased budget of advertisement and adopted FMCG

policies. But the company need to know the outcome of these policies. So

the purpose is To make myself aware of these policies and their effects.

This project would Find out the effect on the sale of the cold drinks after

the FMCG Products And also find which are the most popular brands.

This report would study the "Either Soft Drink is Commodity or

FMCG Product"

My data and analysis would help the company to see if their Either soft

drinks is commodity Or FMCG Products had worked and what affect it

had on their sales. They would also Come to know about the most

preferred brand and the most preferred pack in the Market. Thus after

analyzing the data they could review their policies to suite Them better.

This would help company in increasing sales and market share.

43
44
 RESEARCH METHODOLOGY
Research Methodology may be treated as the heart of the projects.

Without a proper and well organized plan it is impossible to complete the

projects and draw conclusive and prepare result.

This project was based on survey plan. The main objective was to collect

the appropriate date, which works as a base for drawing conclusion and

getting result.

Research Methodology is a systematic way which consists of series of

action of steps necessary to effectively carry out research and the desired

sequencing of these steps.

The marketing research is process of involve a number of inner related

activities which overlap and directly follow a particular sequence.

It consists of the following steps:

1. Formulating the objective of the study.

2. Designing the methods of data collection.

3. Selection the sample plan

4. Collecting the data

5. Processing and analyzing the data

6. Reporting the finding

45
OBJECTIVE OF STUDY

RESEARCH DESIGN

SAMPLE DESIGN

DATA COLLECTION

DATA ANALYSIS

FINDING

46
 RESEARCH DESIGN

Research Design specifies the methods and procedures for conducting a

particular study a Research Design is the arrangement of conditions for

collection and analysis of the data in a manner that aims to combine

relevance to the research purpose with economy in procedure. Research

Design is broadly classified into three types as:

Exploratory Research Design

Descriptive Research Design

Hypothesis Testing Research Design

On the basis of the objective of study. The studies which are concerned

with describing the characteristics of a particular individual, or of a group

of individual under study. comes under descriptive Research Design.

Descriptive Research Design: In this research design the objective of

study is clearly defined and has accurate method of measurement with a

clear cut definition of population which is to be studied.

47
 SAMPLE DESIGN

Sampling:

There are two ways of doing research. The first one is to study the whole

population, which called Census Method. The second method is to study

a few unit of that universe who represents virtually the whole universe.

these units called Samples & this method is called.

Sampling Method:

In present study due to the initiation of time resources are only 200

respondents who was surveyed by me.

In the present simple random technique is used to choose the respondent

(Samples). The reason for selecting this techniques is:

1. It is free from any type of.

2. Sample collected represents the universe completely

3. The respondents give true and actual information.

4. It is possible to get in depth a accurate information.

48
 DATA COLLECTION

Collection of Primary Data

This was an exploratory research Projects: The information required for

fulfilling the objective as collected from both primary and secondary

sources. the primary data was collected using questionnaire and short

interview as also conducted to know various factors from consumers. The

questionnaire was a structured. Non designed which has opened as well

as close ended questions. The sample was selected randomly from the

universe. Blow given points describing the sampling designs.

The Universe:

The first step is developing any sample design is to clarity design the set

of studies. The universe can be finite or infinite Institute universe the

number of items is infinite. The population of city. The number of

workers in the factory is examples of finite my universe was finite and I

was given the area of Moon.

Sampling Unit:

A decision has to be taken concerning a sampling unite before selecting a

sample. Sampling unit may be geographical one such as a state. The

research will have to decide on or wore of such unites that has to select

for his study I selected many different area of Moon.

49
Source Unit:

It is also known as "Sampling frame from which sample to be drawn it

contain the names of all items (in case of finite universe) unity only. Its

source list is not available. Research has to proper it such a list show be

comprehensive, correct and reliable and appropriate It is extremely

important for the source list to be as representative of the population as

possible.

Size of Sample:

This refers to the number of items to the selected from the universe to

constitute a sample. This is major problem before a research. The size of

sample should neither excessively large nor too small. It should be

optimum.

For my study I have chosen a sample of 200 respondents, this sample

neglects true picture of the areas from which I have collected data sample

of 200 respondents contains are true.

Collection of Secondary Data:

Secondary data means data that are already available they refer to the data

which have already been collected and analyzed by secondary data. Than

he has to look into various sources from where he can obtain them. In this

50
case he is certainly not confronted of original data. Secondary data may

either be published data on unpublished data it is mainly through.

The research must be careful while collecting the secondary data, as he

must be sure its reliability, as the secondary data may not fulfill the

desired objective. For the collection of the Secondary data different

information source were taken as a base- sometimes, some information

was collected from newspapers like economic times, Hindu Business

Review, and Hindustan Times & Amar Ujala. The major source of

information was the Internet.

Significance of Research:

"All progress in born of enquiry. Doubt is often better than

overconfidence, for it lead to enquiry, and enquiry leads to invention" is a

famous Hudson Maxim in context of which the significance or research

well is understood, increased amount of research make

The role of research in several fields of applied economics, whether

related to business or to the economy as a whole, has greatly increased in

modern times. The increasingly complex nature of business and

Government has focused attention on the use of research in solving

operational problems. Research, as an and to economic policy, has gained

added importance, both for government and business.

51
 SAMPLING UNIT

In my project I select sample survey to determine and achieve the desired

result. For this I take a small 2 samples from the given

area and conducted my research with the help of simple

random sampling. My area was Moon. And in these area

single area is called sampling unit.

1. Choice of Research Design:

A research design specifies the methods and procedures for

conducting a particular study. Broadly speaking research design

can be grouped there categories Exploratory research,

Descriptive research and Causal Research.

An Exploratory Research Focuses on the discovery of ideas and is

generally based on secondary data. It is primarily investigation

which does not have a rigid design. This is because a researcher

engaged in an exploratory study may have ideas and relationship

among the variables.

A descriptive study is undertaken when the researcher wants to

know the Char5ateristics of certain groups such as age,. sex

52
 educational level, income, occupation, etc. In contrast to

exploratory studies, descriptive studies are well structured.

A causal research is undertaken when the researcher is interested in

knowing the cause and effect relationship between two or more

variables. Such studies are base on reasoning along well tested

lines.

According to my research problem I done descriptive research

study for my project work.

2. Determining the source of Data

The next step is research methodology is to determine the sources

of data to be used. The market researcher has to decide wither he

has to collect primary data or depend exclusively on secondary

data. According to my research problem I decide to collect work of

the data from Primary sources with the help of questionnaire in

survey method and some data from the secondary sources like

same books of marketing research. Magazines, Newspapers and

with the help of Internet etc.

3. Designing Data collection form:

53
 Once the decision in favours of collection of primary data is taken.

One has to decide the mode of collection. The two methods

available are observational method and survey method.

Observation method suggests that data collected through one's

+observation and while in survey method field surveys are

commonly used to collect the primary data from the Respondents.

Survey can be done by personal, Telephonic, Mail, Diary. Of these

personal and mail surveys are commonly used in India.

In my research I use survey method and I done survey with the

help of Direct Personal Interviews to get the detailed information

about my problem of research and for this purpose I prepare a

Structured Questionnaire from to elicit the necessary data from

the Respondents.

4. Determining Sample Design & Sample Size:

When the researcher has decided to carry out a field survey, he has

to decide whether it is to be census or sample survey. In almost

cases, a sample survey is undertaken on account of its over

whelming advantages over a census survey.

54
When a decision in favors of a sample survey has been taken. And

the population or universe which is generally interchangeable is

any finite or infinite collection of individuals. Then after make a

choice between probability and non-probability sampling.

In my research I choose Sample Survey and conducted a Simple

Random Sampling in which has the equal probability to be chosen

and population of my survey is 200 respondents. So the sample

size of my research is Respondents which is based on practical

approach than the statistical approach.

55
56
 ANALYSIS AND INTERPRETATION OF
DATA

Retailers Survey Results

Demand for particular brand

Yes 180 90%

No 20 10%

10%
Yes

No

90%

TABLE-1

INTERPRETATION:- The data collected from the retail outlets show

that most of the consumers do demand for some particular brand of their
liking from the retailers. 90% of the retailers believed that specific brand
are demanded which depends on the liking and taste of the consumers.
According to them teenagers mostly demand for cola drinks, while non-
cola drink like Limca, Fanta are liked by matures. Maaza is more popular
among the female consumers and children.

57
Market Demand

Brands Ranked Ranked Ranked Ranked Ranked

1 2 3 4 5
Limca 76 38% 34 17% 26 13% 14 7% 6 3%
Coca Cola 34 17% 40 20% 36 18% 24 12% 10 5%
Fanta 10 5% 14 7% 20 10% 26 13% 30 15%
Maaza 16 8% 18 9% 20 10% 24 12% 32 16%
Sprite 0 0% 2 1% 8 4% 10 5% 14 7%
Thums-up 6 3% 6 3% 12 6% 18 9% 22 11%
Pepsi 36 18% 40 20% 30 15% 22 11% 8 4%
Miranda 8 4% 18 9% 22 11% 28 14% 32 16%
Slice 0 0% 2 1% 4 2% 6 3% 8 4%
Mountain 10 5% 26 13% 20 10% 24 12% 30 15%
dew
7 up 0 0% 0 0% 2 1% 4 2% 8 4%
Others 0 0% 0 0% 2 1% 6 3% 4 2%

40% 38%
35%
30%
25%
20% 20% 20%
17%17% 18%
15% 13%
10% 9% 9%
7% 8%
5% 5% 4% 5%
3%
3%
1%
0% 1%
0% 0%
0% 0%
0%
0%
Mountain dew
Sprite
Limca

Fanta

Maaza

Thums-up

Miranda

Slice

7 up
Coca Cola

Pepsi

Others

58
TABLE-2

INTERPETATION:- When the retailers were asked to rank top five

brands of soft drink with respect to their demand in the market. It was

interpreted that Limca was most demanded brand in the market. In the

hospitals Limca had almost 75% sale of the total soft drinks sales. Out of

the 200 samples Limca was ranked one 76 times, ranked two 34 times,

ranked three 26 times which made it the most preferred brand. After

Limca the second ranked of soft drinks according to retailer are cola

drinks like coca cola and Pepsi. After cola drink came the Maaza , which

is very popular among children and females. Then came Fanta, Miranda

brand of the soft drinks. But mountain dew brand of Pepsi company is

going popularity and its sale in increasing. But after whole retailer

analysis it is interpreted that market demand of the Brands is according to

the fallowing sequence:-

1-Limca 2- coke

3- Pepsi 4- Maaza

5- Mountain dew 6- Fanta

7- Miranda 8- Thums-up

59
Age Group

Children 20 10%
Teenagers 40 20%
Matures 25 12.5%
Old peoples 10 5%
Equal liking 105 52.5%

10%
Children
20% Teenagers
Matures
52% Old peoples
13% Equal liking
5%

TEBLE-3

INTERPETATION:- Data shows that most of the retailers are of the

view that the all age groups equally like soft drinks. Though only 20% of

them are of the view that teenager have more liking for the soft drinks

these were the retailers who were running cyber cafes or were situated

near some college or school. There was also some retailer who thought

that children like the soft drinks most. But in all it is interpreted all likes

that soft drink.

60
Average Number of Soft Drink sell per day

Less than 5 30 15%

5-10 45 22.5%
10-15 75 37.5%
More than 15 50 25%

25% 15%
Less than 5
5-10
23% 10-15
More than 15
37%

TABLE-4

INTRRPETATION:- Data shows that most of the retailers are of the

view that the average no of crates sell of soft drinks per day. Though 15%

retailers sale soft drinks less than 5 crates per day, 22.5% retailers sale

soft drinks 5-10 crates per day, 37.5% retailers sale soft drinks 10-15

crates per day and 25% retailers sale soft drinks more than 15 crates per

day.

61
Major Consumption Area

On premise 70 35%
Take away 130 65%

35%
On premise
Take away
65%

TABLE-5

INTERPETATION:- Most of the retailers were happy with the major

consumption Area of the coca cola soft drinks. Though 35% retailers

liking the on premise of the major consumption area and 65% retailers

liking the take away of the major consumption Area of the soft drinks.

62
Average Sell of Coca Cola

Less than 3 30 15%

3-5 55 17.5%
5-8 75 37.5%
More than 8 40 20%

20% 15%
Less than 3
3-5
5-8
28%
More than 8
37%

TABLE-6

INTERPETATION:- Data shows that most of the retailers are of the

view that the average crates of coca cola sell in these day. Though 15%

retailers sale coca cola less than 3 crates per day, 17.5% retailers sale

coca cola 3-5 crates per day, 37.5% retailers sale coca cola 5-8 crates per

day and 20% retailers sale coca cola more than 8crates per day.

63
Average Number of Pepsi Sell

Less than 3 55 27.5%

3-5 70 35%
5-8 45 22.5%
More than 8 30 15%

15%
28%
Less than 3
3-5
23% 5-8
More than 8
34%

TABLE-7

INTERPETATION:- Data shows that most of the retailers are the view

that the crates of Pepsi sell in these days. Though 27.5% retailers sell

Pepsi less than 3 crates per day, 35% retailers sell Pepsi 3-5 crates per

day, 22.5% retailers sell Pepsi 5-8 crates per day and 15% retailers sell

Pepsi more than 8 crates per day.

64
Since long time selling coke

For one year 30 15%

For 3 year 20 10%
For 5 year 60 30%
For more than 5 year 90 45%

15%
10% For one year
45%
For 3 year
For 5 year
For more than 5 year
30%

TABLE-8

INTERPETATION:- Retailer were very circumspect to answer this

question Though 15% of the retailers sale coke for one year, 10% of the

retailers sale coke For 3 year, 30% of the retailers sale coke for 5 year and

45% of the retailers sale Coke for more than 5 years.

65
Consumer preferred pack for home usage

200ml 21 10.5%
300ml 35 17.5%
1000ml 10 5%
1500/2000ml 134 67%

11%

18% 200ml
300ml
1000ml
5% 1500/2000ml
66%

TABLE-9

INTERPETATION:- Above data show that most of the consumers

prefers 1500/2000ml pet bottles for the home usage or guest serving.

Reason for this given by retailer was that these PET bottles save the

headache of the consumer to return the glass bottles and also save them

from breakage charges. More over these PET bottles are more economical

for the consumers than small packs. The 1000ml pack is not preferred

because it is glass bottles packing still 5% of the retailers though that the

consumer prefers them. 10.5% & 17.5% of the retailers thought consumer

prefer 200ml & 300ml respectively.

66
Consumers preferred pack for marriages

200ml 9 4.5%
300ml 10 5%
1000ml 25 12.5%
1500/2000ml 156 78%

5% 5%
13%
200ml
300ml
1000ml
1500/2000ml
77%

TABLE-10

INTERPETATION:- 1500/2000ml is the most preferred pack for the

marriages and parties according to the retailers. This is also because of

the same very reason i.e. less headache of breakage and returning of glass

bottles, it is more economical as they order in bulk, which allow them to

enjoy trade scheme (one bottle free with one crate) 12.5% of the reatailers

though consumer prefers 1000ml though 4.5% thought they prefer 200ml.

200ml is mostly preferred in the parties than in marriages.

67
Retailers satisfaction

Satisfied 140 70%

Not satisfied 60 30%

30%

Satisfied
Not satisfied

70%

TABLE-11

INTERPETATION:- 70% of the retailers said that they are happy with

the working of the company and 30% had some grievances from the

company side. But most of their suggestions were common.

1. Retailer margin should be increased as this would motivate them

and the sale would be further increased.

2. Home delivery in the areas where there are retail outlets should be

reduced. Moreover no single PET bottle or half crates should be

delivered at home.

3. More Refrigerators should be supplied to them so that required

quantity can made available to the consumers.

68
4. The trade schemes ( one or two free bottles with the crate ) should

be continuous.

5. Supply of the 500ml, 2lt, Limca, Maaza Tetra, Diet coke should be

on time.

6. 200ml & 300ml should also be the plastic bottles.

7. There should be one packing in place of 200ml & 300ml.

69
 C0NSUMERS SURVEY RESULT

Category of Consumers

Student 40 20%
Serves man 60 30%
Business man 70 35%
House wife 26 13%
Others 4 2%

13% 2% 20%
Student
Serves man
Business man
House wife
35%
30% Others

TABLE-12

INTERPETATION:- Analyzing the data collected from the consumers

show that they consumers belong to this category. Though 20%

consumers belong to the student category, 30% consumers belong to the

serves man category, 35% consumers belong to the business man

category and 2% consumers belong to the others category.

70
Consumer like for the soft drinks

Thirsty 65 32.5%
Like the test 110 55%
Passionate about it 0 0%
Affordable 25 12.5%
Status symbol 0 0%

0%
13%
0%
33%
Thirsty
Like the test
Passionate about it
Affordable
Status symbol

54%

TABLE-13

INTERPETATION:- Analyzing the data collected from the consumers

show that they like soft drink mainly because of the taste. 55% consumers

said that they like taste of the soft drinks. While thirst, is another reason

for the liking. Most of them said that it is the combination of the thirst

and taste, which make them crazy about soft drinks. Affordability doesnt

matter much as most of the consumers can afford soft drinks.

71
Consumers family income group

0-100000 16 8%
1,00,000-200000 46 23%
2,00,000-3,00,000 78 39%
More than 3,00,000 60 30%

8%
30%
23% 0-100000
1,00,000-200000
2,00,000-3,00,000
More than 3,00,000
39%

TABLE-14

INTERPETATION:- Analyzing the data collected from the consumers

show that they are consumers family income group. Though 8%

consumers family income is the 0-1,00,000, 23% consumers belong to the

1,00,000-2,00,000 family income group, 39% consumer belong to the

2,00,000-3,00,000 family income group and 30% consumers belong to

the more than 3,00,000 family income groups.

72
Consumer family size

2-3 16 8%
3-5 30 15%
5-8 54 27%
8-12 74 37%
More than 12 26 13%

13% 8%
15% 2-3
3-5
5-8
8-12
37%
27% More than 12

TABLE-15

INTERPETATION:- Analyzing the data collected from the consumers

show that they consumers family size. Though 8% consumers belong to

2-3 member of the family, 15% consumers belong to the 3-5 member of

the family, 27% consumers belong to the 5-8 member of the family, 37%

consumers belong to the 8-12 member of the family and 13% consumers

belong to the more than 12 member of the family.

73
Consumers preferences for brands

Brands Ranked-1 Ranked-2 Ranked-3

Limca 74 37% 40 20% 24 12%
Coca Cola 36 18% 44 22% 38 18%
Fanta 14 7% 18 9% 22 11%
Maaza 18 9% 20 10% 24 12%
Sprite 4 2% 6 3% 8 4%
Thums-up 8 4% 14 7% 18 9%
Pepsi 30 15% 40 20% 34 17%
Miranda 8 4% 10 5% 12 6%
Slice 2 1% 0 0% 4 2%
Mountain Dew 6 3% 8 4% 10 5%
7 up 0 0% 0 0% 4 2%
Others 0 0% 0 0% 2 1%

40%
35%
30%
25%
20%
Ranked-1
15%
Ranked-2
10%
5%
0%

74
 TABLE-16

INTERPETATION:- When asked about the preference of the three

most liked brand 74 of the consumers preferred Limca. It is clear from the

data that Limca is the favorite brands of the consumers. Then come cola

drinks, of which Pepsi and coke , which are equally preferred. Then come

Miranda, Fanta, Maaza, Dew and Thums- up.

Consumer liking is in this order:-

1. Limca

2. Pepsi

3. Coke

4. Miranda

5. Fanta

6. Maaza

7. Dew

8. Thums-up

The controversy of pesticide regarding the cola drinks is main cause of

the reduction in their popularity among consumers. This has benefited

Limca, Dew and non-Cola drinks

75
Reasons for the consumer preference of certain brands

Taste 120 60%

Price 10 5%
Brand loyalty 50 25%
Celebrity endorsement 12 6%
Other reason 8 4%

6% 4%
Taste
25% Price
Brand loyalty
60% Celebrity endorsement
5% Other reason

TABLE-17

INTERPETATION:- Most of the consumers preferred the brands

mentioned on the previous sheet because they like the test of those brand.
Most people like Limca because they say it is not so strong, It helps them
in gastric problems, Subscribed by doctors, not controversial and is good
in taste, 25% of the Consumers are brand loyal i.e. If the want to have
Coca Cola product they Would only have those, only substitution possible
is within the companys own brands.

Only 6% of the consumer drinks the particular brand due to some

celebrity endorsement.

Price has less effect on their liking as of the brand are equally priced.

76
Consumers satisfaction from preferred brand

Marginally 30 15%
Completely 170 85%
Cant say 0 0%

0% 15%
Marginally
Completely
Cant say
85%

TABLE-18

INTERPETATION:- Most of the consumers were satisfied with the

brands of their preference. To be precise 85% of the consumer said they

are completely satisfied with their brand.

While 15% of the consumers thought some type of the improvement in

the taste or packing can be further made.

77
Soft drink is part of consumers daily life

Yes 120 60%

No 80 40%

40%
Yes
No
60%

TABLE-19

INTERPETATION:- Most of the consumers were liking the soft

drink and he said The soft drink is the part of your life. Though 60%

consumers said the soft drink is the Part of his life.

While 40% of the consumers thought the soft drink is the luxuery status
of his life.

78
Consumers preferred pack for home usages

200ml 14 7%
300ml 30 15%
1000ml 6 3%
1500/2000ml 150 75%

7%
15% 200ml
3% 300ml
1000ml
75% 1500/2000ml

TABLE-20

INTERPETATION:- Most of the consumers prefer 1500/2000ml PET

bottles For home usage as they have no headache to return the empty

bottles and there Is no worry of the breakage. These also give them extra

quantity for less money.

Though 7% &15% 0f the consumers said they prefer 200ml & 300ml

respectively. But still the main liking is for PET bottles.

79
Consumers preferred pack for marriages

200ml 10 5%
300ml 22 11%
1000ml 32 16%
1500/2000ml 136 68%

5% 11%
200ml
16% 300ml
1000ml
68% 1500/2000ml

TABLE-21

INTERPETATION:- As in the previous question most of the

consumers prefer 1500/2000ml PET bottles for marriages and parties.

Reason being less headache to return the empty bottles and worry about

the breakage. This pack also gives them extra quantity for less money.

Some consumer also prefers 1000ml bottles for these occasions.

80
Consumers suggestion to improve the brand

Satisfied 140 70%

Color 0 0%
Price 0 0%
Taste 44 22%
Other 16 8%

8% Satisfied
22% Color
Price
0% Taste
70%
Other

81
TABLE-22

INTERPETATION:- According to the data collected we can observe

that 70% of the consumers are satisfied with the working of the soft drink
companies.

Though few consumers want some improvement in the taste of brands.

There were also few suggestions by the consumers:-

1. The 200ml & 300ml packs should also come in plastic bottles.
2. Company should look to it that retailer are selling the product at
MRP.
3. 1000ml pack should also plastic bottles.

82
83
 FINDINGS

1- There has been increase in consumption of the FMCG product .

RETAILERS Response Consumers Response

85% 60%

2- FMCG product is the more preferred by the consumers.

3- Consumers are satisfied with FMCG product of cold drink.

4- 75% of the consumers are aware of the FMCG product of soft

drink.

5- Most preferred brand in the market are:-

Retailer response Consumers response

Limca Limca

Coke Pepsi

Pepsi Coke

Maaza Miranda

Mountain Dew Fanta

6- Consumer prefers 1.5/2lt PET bottles for home use, parties and

Marriages.

7- Delivery of the soft drinks product is good thus availability is also

good.

84
85
 RECOMMENDATION

1- The major problem in 1lt is facing by the retailers is empty glass

problem this can be easily eliminated by making PET bottles. The

advertisement of 1lt pack should be increased which will help the

company create more awareness of the product among the people.

2- Provide continuous trade schemes, POP material, glow signs etc,

to retailers, as margin is very less for retailers. This to provide

more benefit to retailers in comparison to the competitor.

3- Home delivery provide should not supply single bottles or half

crates.

4- Supply of all packs should be according to demand eg. 500ml

packs, 2lt Limca, Tetra maaza, Diet Coke.

5- Sales executives should visit retailers every week and listens to

their problem and grievances. Then they should try to solve the

grievances as early as possible, which will reduce risk of retailers

shifting to competitors and also helps that company care for them

to develop a feeling among the retailers, that company care for

them.

6- Company should make direct contact with outlets especially in

AMCs And rural areas routes so that company is aware of the real

situation.

86
87
 LIMITATIONS
a) Large volumes.

To set up ancillary base, the company is required to produce large

volume as the franchisee may not be interested in making large

investment in the manufacturing facilities, if the volume required to be

produced are low. Especially the existing franchisee will not take the

risk of tying up with the new players.

b) Financial support

In India, most vendors are smaller in size and dont have the capital to

invest in these equipments, which require the manufacturers to give

them the financial support. This problem became in tense when the

manufacturer has an existing franchisee base and wants to increase the

capacity.

c) Quality

In some cases, due to cost considerations, the manufacturers are

forced to compromise on the quality.

All the efforts were made to make the study a complete and

comprehensive Survey of the retailer and consumers perceptions. In spite

of all care and efforts Fallowing limitation does creep in:-

88
1. The survey was carried through a questionnaire and questions were

Framed keeping in mind the aspect of the perception of consumers

And retailers.

2. The finding of the survey may not be representative of the market

as it is limited in scope.

3. As the project is limited to Moon beverages Pvt. Ltd. And its

territory based, therefore the overall picture of coca cola India Ltd,

cannot be presented.

4. The sample size of the project is 200 samples.

5. The retailers and consumers are selected at random without any

consideration.

6. The project has to be based on the information provided to me by

the retailer and consumers. All the analysis and interpretation has

been done on its basis. So, it the retailer and consumers provide

any information to me I dont owe any responsibility for that.

7. Time is another factor.

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 CONCLUSION

Coca Cola is one of the leading soft drink companies in Indian market. As

the result suggest that Coca Cola has supremacy over all other

competitors. Today it is very hard to go in tough competition but Coca

Cola with its effective management and distribution system is leading all

over Punjab as compared to others competitors.

So, after studying the market , I have reached to the conclusion that Coca

Cola is the market leader in Ludiana District. Its sale and distribution

network is very effective and bold. But trade scheme and equipments

distribution like refrigerators, glow signs etc. of Pepsi is more becoming

more effective than Coca Cola. So retailers are getting attracted toward

Pepsi, which can hamper their market share.

The FMCG product of the company has worked well for them. And there

has been responsible increase in sales of 200ml & 300ml packs.

Consumers are satisfied with new prices and there is greater demand for

Coca Cola product than any other product is market. There distribution

system is fine.

But retailers are unhappy because of less trade schemes, reduced margin,

home delivery etc.

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 Questionnaire for the retail outlets.

Name: ..........................................
Address: ..........................................

Ques 1: Do consumers ask for particular brand of soft drink?

a) Yes b) No

Ques 2: If yes, then which brand is mostly demanded? (Rank top five)

a) Limca b) Coca cola c) Fanta d) Maaza e) Sprite

f) Thums-up g) Pepsi h) Miranda i) Slice j) Mountain

dewHow

k) 7-up l) Others

Rank 1..2..3
4..5..

Ques 3: Which age group has maximum liking for the soft drink?

1. 0-13 2. 13-20 3. 20-30 4. 30-60

Ques 4: What is the average no of crates you sell these days?

a) Less than 5 b) 5-10 c) 10-15 d) more than 15.

Ques 5: Which is major consumption area?

a) On premise b) Take away.

Ques 6: What is the average sale of coca cola in crates these day?

a) less than 3 b) 3-5 c) 5-8 d) more than 8.

Ques 7: How many crates of Pepsi do you sell everyday?

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 a) Less than 3 b) 3-5 c) 5-8 d) more than 8 e) none.

Ques 8: Since how long have you been selling cock ?

a) For one year b) For 3year c) For 5 year

d) For more than 5 year.

Ques 9: Which pack is preferred for the home use and quest serving?

a) 200ml b) 300ml c) 1000ml d) 1500\2000ml.

Ques 10: Which pack is preferred in the marriage and the parties?

a) 200ml b) 300ml c) 1000ml d) 1500\2000ml.

Ques 11: Do you have any complaint or suggestion?

Ans. ....................................................................................
........
............................................................................................
............................................................................................
............................................................................................

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 Questionnaire from the consumers.

Name of Respondent: ................................

Address of Respondent: ..............................
Occupation of Respondent: ............................
Age of the Respondent: ...................................

1. Below than 15 years 2. 15 years to 30 years

3. 30 years to 45 years 4. 45 years & above

Income of Respondent: .....................................

1. Below Rs. 7000 2. Rs. 7000 to 12000

3. Rs. 12000 to 18000 4. Rs. 18000 to 20000

Sex of Respondent: ...........................

1. Male 2. Female

Ques 1: You like soft drink because you are?

a) Thirsty b)Like the test c) Passionate about it.

d) Affordable e) Status symbol.

Ques 2: What is your family income group?

a) 0-1,00,000 b) 1,00,000-2,00,000 c) 2,00,000-3,00,000

d) more than 3,00,000.

Ques 3: What is your family size?

a) 2-3 b) 3-5 c) 5-8 d) 8-12 e) more than 12.

Ques 4: Which soft drink you are prefer? (Rank top three)

a) Limca b) Coca cola c) Fanta d) Maaza e) Sprite

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 f) Thums-up g) pepsi h) Miranda i) Slice j) Mountain dew

k) 7-up i) Others.

Rank 1.2..3..

Ques 5: Any particular reasons for your liking?

a) Test b) Price c) Brand loyalty d) Celebrity

endorsement
e) Other reason.

Ques 6: Does this soft drink satisfy all your wants?

a) Marginally b) Completely c) Cant say.

Ques 7: Is soft drink part of your deilylife?

a) Yes b) No

Ques 8: Which pack is preferred for home use and guest serving?

a) 200ml b) 300ml c) 1000ml d) 1500\2000ml

Ques 9: Which pack is preferred in the marriage and parties?

a) 200ml b) 300ml c) 1000ml d) 1500\2000ml.

Ques 10: Any improvement you would like have in the above-
mentioned brand?

a) Satisfied b) Color c) Price d) Taste e) Other

.

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 BIBLIOGRAPHY
Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)

Third Edition(2002)

Marketing Management (Author- R S Sexana)

(Publish by Himalya Publication, New Delhi)

Ninth Edition (2000)

Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)

Ninth Edition(2002)

Research Methodology (Author- Bhandrai)

Print 2004, second edition

WEB SITES:

www. Google.com

www. Coca-colaIndia.com

www. Coca colacola.co.in

www. Coca colazone.yahoo.co.in

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