Professional Documents
Culture Documents
This is to certify that Manish Kumar (roll no : 1273250) has completed MBA project titled
To identify market share and customer perception for coca-cola & Pepsi
in
Chandigrah.To the best of my knowledge, the present work is the result of his original
investigtion and study.No part of the project has ever been submitted for any other degree or
diploma at any university.
The project is fit for the submission and the partial fulfillment of the condition for
the award of MBA.
Ms. Yeshujaiswal
Sr. Lecturer, dept of mgmt
Dr IT Group, Banur.
[1]
DECLARATION
I hereby declare that the project entitled To identify market share and customer
perception for coca-cola & Pepsi submitted for the MBA degree is entirely my original
work and all ideas and refrences have been duly acknowledged.It does not contain my work
for the award of any degree or diploma at any university.
Manish Kumar
Roll. No 1273250
MBA
Dr IT Group, Banur.
[2]
ACKNOWLEDGEMENT
I take immense pleasure in thanking Prof. P.P. Arya,Managing Director,
for having
Again I wish to express our deep sense of gratitude to my project Guide, Ms Yeshujaiswal ,
Sr lecturer , Dr IT Group for her able guidance and useful suggestions, which helped me in
completing the project work, in time.
Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents
for their blessings, my friends/classmates for their help and wishes for the successful
completion of this project.
Manish kumar
[3]
Contents
Chapter Contents
1
Introduction to project
Introduction to company
1. Introduction of coke.
Page no.
7.
8.
9.
2.Introduction of pepsi .
3.need of studay.
4.History of coke.
10.
12.
5.company profile.
13-20
6.Orgnigation of chart
15.
21-34
25.
26.
35
37.
39-41
42-59
61.
62..
63.
64.
65-66.
[4]
Page
no
no
43.
44.
45.
Do you give importance brand name while choosing your cold 46.
drinks
47.
48.
49.
50.
51.
10
In cola flavor
In citrict flavored
11
In orange flavor
53.
12
In mango flavored
54.
13
55.
14
56.
15
57.
16
58.
17
59.
52.
[5]
CHAPTER- 1
INTRODUCTION
[6]
Introduction of project
Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share
in the carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33
per cent share in the packaged water segment.
In 2013, Coca-Cola sold 7 billion packs of its brands to more than 230 million
consumers across 5,700 towns and 275,000 villages. The company has doubled its
volumes and trebled its profits between 2007 and2013coca-Cola continues to reaffirm its commitment to India through active Citizenship Efforts. All its plants in
India partner with local NGOs to alleviate local community issues in numerous small
ways. It boasts of impeccable credentials on quality. 1. There is a tough competition
between two major soft drink companies namely the coca cola company and the
PepsiCo.
3. In the segment of PET bottles coke offers two bottles (2 lts) at the price of Rs. 89
only.
5. Coca cola does provide the entire flavor in the market but Pepsi does not provide
all the flavors like Fanta apple, Fanta green apple, diet coke, pulpy orange.
7. Coca cola provides the product range of 11 while PepsiCo provides 9 of them
[7]
INTRODUCTION OF COKE
Beverage industry is one of the fast growing industries in India. It can be divided
into two section that is carbonated and non carbonated the carbonated drink that can be
further classified into cola, lemon orange, mango and apple Segments. Marketing includes all
the activities like- promotion, distribution, advertising etc.
To fulfill all the segments of consumer marketing is also to convert social needs into
profitable opportunities. So this topic provides all the essentials to the theoretical
knowledge with practical knowledge and to inculcate the efficiency. It is also
requirement of the company to improve their service and product quality for
achieving their ultimate goal. 1882 in Coca-cola company established in Atlanta.
-1950 in Coca-cola started the operation in India.
- 1977 in Coca-cola closed the operation in India.
-1991 in Coca-cola came back in India Britco Foods Company.
-1992 in Coca-cola opened its first bottling plant in pune.
- 1993 in First time coke introduces coca-cola in Agra .In 2013, Coca-Cola sold 7
billion packs of its brands to more than 230 million consumers across 5,700 towns
and 275,000 villages. The company has doubled its volumes and trebled its profits
between 2007 and2013coca-Cola continues to re-affirm its commitment to India
through active Citizenship Efforts. All its plants in India partner with local NGOs to
alleviate local community issues in numerous small ways. It boasts of impeccable
credentials on quality. 1. There is a tough competition between two major soft drink
companies namely the coca cola company and the PepsiCo.
2. Coke provides better promotional schemes and services as compared to Pepsi.
3. In the segment of PET bottles coke offers two bottles (2 lts) at the price of Rs. 89
only. 4. Campaigning schemes are better of coca cola as compared to Pepsi 5. Coca
cola does provide the entire flavor in the market but Pepsi does not provide all the
flavors like Fanta apple, Fanta green apple, diet coke, pulpy orange.
[8]
INTRODUCTION OF PEPSI
1893--Caleb Bradham, a young pharmacist from New Bern, North Carolina, begins
experimenting with many different soft drink concoctions; patrons and friends sample
them at his drugstore soda fountain.
1902-- Bradham applies for a trademark with the U.S. Patent Office, Washington
D.C.,
and
forms
the
first
Pepsi-Cola
Company.
1934--A landmark year for Pepsi-Cola. The drink is a hit and to attract even more
sales, the company begins selling its 12-ounce drink for five cents (the same cost as
six ounces of competitive colas).
1941--The New York Stock Exchange trades Pepsi's stock for the first time.
In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue.
[9]
Needs of Study:-
The study is limited to eastern region of coca cola which is a multinational company, so the
area plays as a constrains in the study.
The time period allotted was of two month, which may provide at deceptive picture in
comparison of the study based on long run. The study was based on both primary and
secondary data but the relevance of the secondary data may not be justified.
The success of any survey depends upon the quality and integrity of the surveyor who collect
the basic data by expressing the subject under the study and on the respondents who provide
the data required by filling up the questionnaire
-
Accuracy of data collected solely depends upon the cooperation and truthfulness of
the person who is being interviewed.
Did the potential retailer feel that the brand is important to purchase.
Which attribute of our series that make to potential buyer to prefer the particular
product?
[10]
Scope of Study:
-The study helps to evaluate merchandising and the productivity activities of soft drinks.
-The study finds out which way of supply chain is required to get new customer in entire
banur, near, Chandigarh.
-to study find out the perception of retailers towards the new product of coca cola .
-This study also helpful to identify specific choice of buyer.
-it will be useful in finding out the factor influencing the purchase intention of products.
-the study will help the company to find out the more reaching source of productivity.
Limitation of the Study:Sales and marketing is an integral part of marketing. Here coca cola the leading brand in soft
drinks worldwide. Coke has maintained its brand image with high precision.
The marketing strategy of coke is very stringent than others the main feature in their
marketing by their offering its sales and distribution.
Its my gratitude to work with coca Cola Company specifies in marketing department. It have
been placed their in sale and distribution department for my internship. The research work
was not as easy as coca cola is very strict in their marketing policy.
In the beginning the main region for conducting this study was to know the proper allocation
of distribution to the supplier and also to know about the product sales.
Further, it is to understand the availability of the product and to check out that theme is the
proper advertising of the product and also to know the demand of coca cola in market.
[11]
1882
1915
1950
1977
1991
1992
1993
Coca-cola bought all parle products thumps up, Citra, Limca, and Gold:
spot, maaza at $40 million.
First time coke introduces coca-cola in Agra.
[12]
COMPANYS PROFILE
Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886.
The company will be investing another USD 5 Billion till the year 2020. The CocaCola system in India directly employs over 25,000 people.
The Coca-Cola Company has always placed high value on good citizenship.
Coca-Cola India Private Limited Presents at Citi India Investor Conference 2014,
Feb-13-2014 04:00 PM.
The world is changing all around us. To continue to thrive as a business over the next ten
years and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination
for our business and provides us with a "Roadmap" for winning together with our bottler
partners.
Companys mission must be turned to specific objective for each level of management in a
system known as a management by objective.
The most common objectives are:
Profitability
Sales growth
Market share
Improvement
risk diversification
Innovation Satisfy the customer
[13]
company Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
company Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our
business by describing what we need to accomplish in order to continue achieving
sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they can
be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
[14]
Organization chart:
Director
General manager
Sales manager
Marketing manager
executive
Market developer
Promoter
Product range:
[15]
The worlds favorite drink. The worlds most valuable brand. The
most recognizable word across the world after OK. Coca-Cola has truly remarkable heritage.
From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer,
marketer and distributer of non-alcoholic beverages in the world.
In India, coca-cola was the leading soft drink till 1977 when the govt. policies necessitated
its departure. Coca-cola made its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more and more people, even in the
remote and inaccessible parts of the nation.
Coca-cola is very strongly associated with cricket, cinema, music, etc. coca-colas advertising
campaigns jo chaho ho jaye, life ho to aisi and thanda matlab coca-cola were very
popular and had entered the youths vocabulary.
Coca-cola had signed on various celebrities including movie stars like karishma kapoor,
aamir khan, aishwarya rai and hrithik roshan, cricketers such as srinath, sourav
ganguly.
Glass
200ml
Pet
600ml
Can
330ml
1200 ml
----
2000ml
---
[16]
THUMS UP
SPRITE
Clear hai!
Worldwide Sprite is ranked as the no. 4 soft drink & is sold in more than 190 countries.
In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest
growing soft drinks, leading the clear lime category.
Today Sprite is perceived as a youth icon.
Glass
200ml
Pet
600ml
1200ml
Can
330
--[17]
LIMCA
Glass
200ml
Pet
600ml
1200ml
2000ml
Can
330ml
-----
[18]
FANTA
International, fanta the orange drink of coca-cola company is seen as one of the favorite
drinks since 1940s. Fanta entered the Indian market in the year 1993.
Over the years fanta has occupied a strong market place and identified as the fun catalyst .
Perceived as a fun youth brand, fanta stands for its vibrant colour, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge
in the moment. The positive imagery is associated with the happy, cheerful and special times
with friends.
Glass
200ml
Pet
600ml
1.2lit
2lit
Can
330ml
-----
MAAZA
[19]
Over the years, brand maaza has become synonymous with mango. This has been the result
of such successful campaigns like taaza mango, maaza mango and botal main aam, maaza
hai naam . Consumers regard maaza as wholesome, natural fun drink which delivers the real
experience of fruit.
The current advertising of maaza positions it as an enabler of fun friendship moments
between moms and kids as moms trust the brand and kids love its taste. The campaign builds
on the existing equity of the brand and delivers a relevant emotional benefit to the moms
rightly captured in the tagline yaari dosti taaza maaza .
This has mango flavor. Maaza is popular among children and women.
Competitor: Slice, frooti
Glass
200ml
Pet
600ml
1.2lit
Can
330ml
---
Kinley is high quality bottled water processed with added minerals popular among adults
who seek a better quality of life and a healthy lifestyle. Kinley water understands thru
importance and value of this life giving force. It thus promises water that is as pure as it is
meant to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from coca-cola company. That is why we
introduced kinley with reverse
Osmosis along with the latest technology to ensure the purity of our product.
Competitor: Aquafina, bisleri.
PET
1.2 lit
[20]
CHAPTER- 2
INDUSTRIALE PROFILE
PRODUCT PROFILE
[21]
Industrial Profile:Keeping in view of taping the Indian soft drink market and also developing soft drinks as a
drinking product among Indians. The coca cola in India has setup an independent
organization which is H.C.C & B.C.C with a capital of 350 U.S $ each by virtue of sellout
decision of the past managing director Mr. S.C Agrawal.
Hindustan coca cola bottling (N-W) Pvt.Ltd Najibabad took the complete possession of this
plant, land, machinery,& intellectuals on February 14 1998 and since then H.C.C, looking
after all its affairs under company owned bottling plant to establish integrated marketing
system in area the area.
In 1999 the company opened up the new bottling plant at Dasna In Ghaziabad distt. This
plant has more sophisticated equipment, then the plant at Najibabad.
BENCHMARK
Coca-Cola ranks no.1 brand in the world by the business world survey followed by
companies like Microsoft and IBM.
Coca cola is the market leader in the whole world in beverage industry.
Business week magazine ranks Coca cola on 4th position in Indian FMCG industry.
Coca cola enjoys approx 60% market share in Indian beverage industry.
Industry Profile
The Soft Drink Industry (SIC 111) consists of establishments primarily engaged in
manufacturing non-alcoholic, carbonated beverages, mineral Waters and concentrates and
syrups for the manufacture of carbonated beverages. Establishments primarily engaged in
manufacturing fruit juices and non-carbonated fruit drinks are classified in Canned and
Preserved Fruit and Vegetable Industry (SIC 1031). Principal activities and product
Aerated water
Carbonated beverages;
[22]
Soft drink preparation carbonating Soft drinks recorded robust double digit off-trade value
growth in 2009, which was higher than that witnessed in 2008. Bottled water and
fruit/vegetable juice continued to grow strongly as more consumers turned to these products
in the search of healthier options. Carbonates also witnessed good sales growth as the long
summer helped to fuel sales. Energy drinks has witnessed a slowdown in sales growth as its
is a premium priced product type and therefore not considered a necessity. Importantly, more
consumers refrained from spending on non-essential items in the wake of the economic
downturn.
Manufacturers continued to focus on health and wellness products in 2009, introducing green
tea versions of powder concentrates and RTD tea. There were also a number of launches in
terms of new products and flavors in fruit/vegetable juice. The only new product launch in
carbonates was Grappo Fizz by Parle Agro Pvt Ltd. Non-cola carbonates performed very well
as these products are perceived by consumers to be less of a health threat than cola
carbonates. Even in niche categories like energy drinks, sugar-free versions were introduced
as manufacturers try to attract health conscious and diabetic consumers. Coca-Cola India Pvt
Ltd continued to lead soft drinks in 2009, followed by PepsiCo India Holdings Pvt Ltd in offtrade value terms. The launch of Nimbooz by 7-Up (PepsiCo India) helped the company
retain its leading position in the terms of off-trade value sales. Coca-Cola India and PepsiCo
India continued to invest in soft drinks in India. However, domestic players such as Parle
Agro, Parle Bisleri Ltd and Dabur India Ltd continued to provide tough competition to the
leading multinationals. One competitive edge that domestic players hold is that unlike CocaCola India and PepsiCo India the bulk of their business does not come from carbonates, but
instead from fruit/vegetable juice and bottled water, which are recording much more dynamic
volume and value growth. Thus, while the leading multinationals retained their leading
positions in off-trade value terms, they continued to record slight off-trade value share
reductions in 2009, while these leading domestic players grew their shares. The growth in
supermarkets/hypermarkets boosted the soft drinks industry over much of the review period.
However,
due
to
the
economic
downturn,
[23]
the
off-trade
volume
share
of
This in turn affected some of the more niche and premium product types like energy drinks
and reconstituted 100% juice which enjoyed high visibility through this distribution channels.
However, this trend is not expected to continue as the economy recovers since consumers
will revert to their previous shopping patterns.
Soft drinks are expected to witness a healthy double-digit total volume CAGR growth over
the forecast period.
As consumer awareness and understanding of the variety of soft drinks increases and as
manufacturers continue to be innovative, soft drinks is expected to perform well. Products on
the health and Wellness platform and niche categories can expect to see good sales growth in
the forecast period.
Dr Pepper (Cadbury-Schweppes)
7. Sprite (coca-cola
8. Fanta (coca-cola
[24]
BEVERAGES
Alcoholic
Non-Alcoholic
Carbonated
Cola
Non-Cola
[25]
NonCarbonated
Non-Cola
COCACOLA IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals
its formula to the government and reduces its equity stake as required under the Foreign
Exchange Regulation Act (FERA) which governed the operations of foreign companies in
India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence
with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling
network Cokes acquisition of local popular Indian brands including ThumsUp (the most
trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical
manufacturing, bottling, and distribution assets but also strong consumer preference. This
combination of local and global brands enabled Coca-Cola to exploit the benefits of global
branding and global trends in tastes while also tapping into traditional domestic markets.
Leading Indian brands joined the Company's international family of brands, including CocaCola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company
[26]
launched the Kinley water brand and in 2001, Shock energy drink and the powdered
concentrate Sunfill hit the market.
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the
countrys top international investors.22 by 2003, Coca- Cola India had won the prestigious
Woodruff Cup from among 22 divisions of the Company based on three broad parameters of
volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002
while the industry grew 23% nationally and the Company reached breakeven profitability in
the region for the first time.23 Encouraged by its 2002 performance,
Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs.
750 crore) between September 2002 and March 2003. Coca-Cola India produced its
beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations
supplemented by seventeen franchisee-owned bottling operations and a network of twentynine contract packers to manufacture a range of products for the company. The complete
manufacturing process had a documented quality control and assurance program including
over 400 tests performed throughout the process. The complexity of the consumer soft drink
market demanded a distribution process to support 700,000 retail outlets serviced by a fleet
that includes 10- ton trucks, open-bay three wheelers, and trademarked tricycles and
pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its
own employees, Coke indirectly created employment for another 125,000 Indians through its
procurement, supply, and distribution network
[27]
Company has a wide range of products out of which the following products are marketed by
HCCBPL:
BRANDS TAGLINE
ThumsUp - Taste the thunder
Coca-Cola Open happiness
Sprite - Seedhi baat no bakwaas, clear hai
Limca- Fresh ho jao
Fanta - Go bite
Maaza bina guthali wala aam
Ingredients Of Coca-Cola Products
Carbonated water
Contains no fruit
[28]
Contains Caffeine
Energy : 40 kcal
Carbohydrate : 10 g
Sugar : 10 g
Protein : 0 g
An ice box is provided for the sale of 1-2 crates daily to the retailers.
For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.
For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company.
[29]
If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridge is
provided by the company,
1000 Rs/-
[30]
Quantity
1)FlavourProdu
ct name
Amount
200mlRgb
600ml Pet
1250ml
2000ml
Thumsup-
Price/petty
198Rs
612Rs
472Rs
549Rs
Sprite-
Price/petty
198RS
612Rs
472Rs
549Rs
Fanta-
Price/petty
198Rs
612Rs
472Rs
549Rs
Coke-
Price/petty
198Rs
612Rs
472Rs
549Rs
Limka-
Price/petty
198Rs
612Rs
472Rs
549Rs
8.25
25.50
39.33
61
27
42
65
[31]
Soda600ml-268Rs/24Ps
Types of Outlets
The company has divided their outlets on the basis of the following criteria
Volume
Channel
Income group
1. Volume
There are four type of outlets according to the volume of sales of the outletDiamond - 800> C/s & above per year
Gold - 500-799 C/s per year
Silver - 200-499 C/s per year
Bronze - <200 C/s per year
2. Channel
(A) Grocery Store
Grocery (customer profile): Store stocking a variety of regular uses household items. The
channels provide an opportunity for penetration as it propels home consumption.
It includes all kirana stores, juice, departmental stores, supermarkets, provision stores etc.
Necessary Availability - 2 liter and 300m
[33]
3. Income Group
According to the income group of the area
[34]
CHAPTER- 3
RESEARCH
METHODOLOGY
[35]
Research Methodology
Most business that fails to do so because they have not obtained analyzed or acted upon
market information regarding their product or service information that readily available.
Whether the product confectionary bar or an engineering product, the market plan need to
cover area such as the product specification and its relation to the consumer needs and
requirement and branding pricing distribution method, advertising support market definition
and segmentation forecast, sales levels etc. each of these decision require information from
the market to increase the chance of getting its right.
Defining market research:In 1987 the American management association adopted a new definition of market research.
Market research is the function which links the customer and public to the marketer through
information that in use to identify and define marketing opportunity and problem, refine and
revalue marketing action, monitor marketing performs
Marketing is the systematic design, collection, analysis and reporting of data and finding
relevance to a specific marketing relation facing the company. And improve understanding of
marketing as a process. Its no longer enough to satisfy customers, you must delight there.
Effective marketing research involve the following five steps1-defines the problem and research objection
2-develop the research plan
3-collect the information
4-analyse the information
5-prepresent the finding
[36]
To find out the important factor that affecting customer satisfaction and product
Market value.
To find out the consumer perception about packed juice of both companies Product.
To identify the consumer opinion towards Coke products when compared to Pepsi
products.
RESEARCH DESIGN
METHODOLOGY
Statistical tools
SWOT ANALYSIS
Strengths
Brand Thumps up alone covers the big market. Adopted two types of distribution
channels (direct route & indirect route).
Weaknesses
Limited schemes.
Opportunities
Threats
Better facility provided by the competitors to their distribution this might lead to
switch over to slice distribution towards competitors.
[38]
MARKET SHARE
MARKET SHARE
Coca-Cola: A Fortune 500 Company In India
Coca-Cola is a leading player in the Indian beverage market with a 60 per cent
share in the carbonated soft drinks segment, 36 per cent share in fruit drinks
segment and 33 per cent share in the packaged water segment.
In 2012, Coca-Cola sold 7 billion packs of its brands to more than 230 million
consumers across 5,700 towns and 275,000 villages. The company has doubled
its volumes and trebled its profits between 2007 and2012coca-Cola continues to
re-affirm its commitment to India through active Citizenship Efforts. All its
plants in India partner with local NGOs to alleviate local community issues in
numerous small ways. It boasts of impeccable credentials on quality.
Coca-Cola has succeeded in spite of an extremely price-sensitive consumer
with entrenched beverage consumption habits tea, nimbu-paani (lemonade)
and a fragmented and geographically dispersed retail market, and a high tax
environment.
[39]
Sales
Pepsi
Coke
1. There is a tough competition between two major soft drink companies namely the coca
cola company and the PepsiCo.
2. Coke provides better promotional schemes and services as compared to Pepsi.
3. In the segment of PET bottles coke offers two bottles (2 lts) at the price of Rs. 89 only.
4. Campaigning schemes are better of coca cola as compared to Pepsi..
5. Coca cola does provide the entire flavor in the market but Pepsi does not provide all the
flavors like Fanta apple, Fanta green apple, diet coke, pulpy orange.
6. Delivery van of coca cola is in better condition as compared to PepsiCo.
7. Coca cola provides the product range of 11 while PepsiCo provides 9 of them.
8. Prices of coca cola soft drinks are more reasonable than Pepsi.
9. Coca cola was the first company to introduce coca cola small glass bottles 200 ml at Rs.5.
[40]
10. Latest promotional schemes of coca cola are profitable for customers as compared to
Pepsi.
11. Coke also provides a hot beverage like Georgia tea/coffee where as PepsiCo does not
provide any such beverage.
12. Coke provides more verities whereas Pepsi does not. i.e.
In black drinks coke offers coca cola and ThumsUp whereas PepsiCo provides just
Pepsi.
Orange drinks by coca cola are fanta & pulpy orange whereas PepsiCo provides
Mirinda.
In lemon drinks coca cola provides Limca & Spirite whereas PepsiCo provides 7up &
mountain dew.
13. Coke has better chillers, counters display shelves in super houses as compared to
PepsiCo. Eg. big bazaar, vishal mega mart.
[41]
DATA ANALYSIS
[42]
age
Total
male
female
Total
20-25
62
16
78
25-35
17
12
29
35-45
11
14
avove45
94
31
125
Interpretation:- in the above graph maximum respondent are under the age of 20to 25 age
group on which my survey research had completed male.62%.
[43]
Table 2
gender * occupation Cross tabulation
Count
occupation
gender
student
bisiness man
emloyee
others
Total
male
56
14
18
94
female
19
31
75
21
21
125
Total
Interpretation:Above graph show the student background of respondent maximum respondent are male
student56%.
[44]
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
cola
37
29.6
29.6
29.6
citric
24
19.2
19.2
48.8
orange
32
25.6
25.6
74.4
lemon
29
23.2
23.2
97.6
others
2.4
2.4
100.0
Total
125
100.0
100.0
Interpretation:This tubal represent The above graph shows cola flavor people are interested in taking cold
drink37 above 29%cola flvor.
[45]
Q.4- Do you give importance brand name while choosing your cold drinks?
TABLE.4
Cumulative
Valid
Frequency Percent
yes
100
80.0
80.0
80.0
no
10
8.0
8.0
88.0
cant say
15
12.0
12.0
100.0
Total
125
100.0
100.0
Interpretation: Above graph show that brand name of importance Maximum response is taking place on
brand name 80% people are like most 100people.
[46]
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
coke
44
35.2
35.2
35.2
pepsi
17
13.6
13.6
48.8
both
64
51.2
51.2
100.0
Total
125
100.0
100.0
Interpretation:Above graph shows that both is more demanded in market.51% response is towards 64
people like.
[47]
Valid
Frequency
Percent
Valid Percent
Percent
cke
61
48.8
48.8
48.8
pepsi
28
22.4
22.4
71.2
others
36
28.8
28.8
100.0
Total
125
100.0
100.0
[48]
coke of brand
most
Valid
Frequency
Percent
Valid Percent
Percent
cola
50
40.0
40.0
40.0
citric
41
32.8
32.8
72.8
fruit flavored
34
27.2
27.2
100.0
Total
125
100.0
100.0
Interpretation:Above bar chart shows that cola is most popular beter than others brand. 50% population of
sample respond so cola is 40%.
[49]
Valid
Frequency
Percent
Valid Percent
Percent
in cola flavor
36
28.8
28.8
28.8
in citric flavored
25
20.0
20.0
48.8
in orange flavored
24
19.2
19.2
68.0
in mango flavored
40
32.0
32.0
100.0
Total
125
100.0
100.0
Interpretation:The table represent 40 peple respons avobe graf represent mango flavored 32%.better than
other flvored good taste.
.
[50]
Valid
Frequency
Percent
Valid Percent
Percent
coke
81
64.8
64.8
64.8
pepsi
44
35.2
35.2
100.0
Total
125
100.0
100.0
Interpretation:Above graph shows in coke flavor are better in 64% are most popular compered to pepsi
and 81 respons are like.
[51]
Table.10.
citrict.flavored
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
sprit
49
39.2
39.2
39.2
mountain dew
50
40.0
40.0
79.2
7up
26
20.8
20.8
100.0
Total
125
100.0
100.0
Interpretation:In above graph shows that most people like brand due to (40%), people respons 50 so citric
flavor in mountain due good .
[52]
Q.
c- in orange flavor?
Table.11
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
fanta
71
56.8
56.8
56.8
miranda orange
44
35.2
35.2
92.0
others
10
8.0
8.0
100.0
Total
125
100.0
100.0
Interpretation:Above graph shows that most people respond on coke(71) most consumer like fanta flavore.
[53]
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
maaza
74
59.2
59.2
59.2
slice
43
34.4
34.4
93.6
others
6.4
6.4
100.0
Total
125
100.0
100.0
Interpretation:
The table represents most people like maza mango flavored 59.2% and 74 responses like.
[54]
Valid
Missing
Frequency
Percent
Valid Percent
Percent
blend
5.6
5.6
5.6
brand image
14
11.2
11.3
16.9
availability
64
51.2
51.6
68.5
advertisement
39
31.2
31.5
100.0
Total
124
99.2
100.0
System
.8
125
100.0
Total
Interpretation:
[55]
The table represents above graph show 64 people like avaibilibility 51.61% consumer like
avai liability.
Table 14.
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
coke
58
46.4
46.4
46.4
pepsi
53
42.4
42.4
88.8
others
14
11.2
11.2
100.0
Total
125
100.0
100.0
Interpretation
[56]
The table represent coke brand of more produced advertisement 46%and responsed are 58
consumers coke ad.
Valid
Frequency
Percent
Valid Percent
Percent
coke
66
52.8
52.8
52.8
thumps
20
16.0
16.0
68.8
pepsi
28
22.4
22.4
91.2
others
11
8.8
8.8
100.0
Total
125
100.0
100.0
[57]
Interpretation
The table represent above graph show coke punch line is most 52%and 66 consumer like response.
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
yes
83
66.4
66.4
66.4
no
4.0
4.0
70.4
can t say
37
29.6
29.6
100.0
Total
125
100.0
100.0
[58]
Interpretation
The table represent 83 consumer adopted yes 66.40% yes and sum no responses.
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
pepsi
39
31.2
31.2
31.2
coke
72
57.6
57.6
88.8
others
14
11.2
11.2
100.0
Total
125
100.0
100.0
[59]
Interpretation
The table represent coke is larges better services provides57%.60 and 72 consumer response like is
coke services.
[60]
FINDINGS
[61]
SUGGETION
1. Delivery position should be maintained to get good return from the market.
2.The company must try to make different brands of Coca-Cola available at every retail outlet
whether it is large or small, otherwise the consumer may go for substitute.
3.Sales People and delivery persons should properly monitor the market whether stocks are
available and are properly utilized in the market or not.
4.We can provide them beautiful display racks, tablemats, menu-cards etc, containing the
trademark and brand name of the company.
5.Display material should be provided to the retailers on more regular basis to increase the
sales level.
6.company most provide marketing research because when marketing research
finethanconsumer services fine.
7.Maintenance work of refrigerator; i.e. purity must be improved.
8. The company should take steps to replace damaged or unsellable Coca-Cola goods
frequently from the retailers.
9.The Company employees should make direct contact with the consumers, so that they may aware
with real situation of the market and consumers attitude towards the product.
10 so any consumer like brand nane brand availibility 80 % concumer like brand vailaibility so
company though most that any retailar here present soft drinks thane company is always
devlopment.
[62]
CONCLUSION
For the purpose of the study, questionnaires were prepared for the Consumers. Care was
taken to interview all types of consumers,
a. Different age groups.
bMales and females
c.People from different localities, etc.
e.young adults liked to have soft drinks.
e.Consumer coke produt very like.
f.85%market share of coke and Pepsi 15%.
g.20-25 age more take of soft drinks.
h. 72% coke sale and 39% sale of pepsi,so good potions of coke.
i.student is more involved or large like cold drinks.
J.coke is most demand compered to pepsi so must that coke company always provide
k.company fo must that every 6 month on provide market research after than company
condition is better and developing.
h.and company of must that market to village in provide resarch than sale promotion is
improving and company are good conition.
[63]
BIBLIOGRAPHY
Books:-
Websites:-
http://www.pepsi.com
http://www.tropicana.com
http://www.pepsicoindia.com
http;//www.google.com
WWW.COCA-COLA.COM
WWW.COLA-WARS.NET
Magazines:
Business today
Business standard
Outlook
[64]
QUESTIONNAIRE
1. Name of the Respondent: -
2. Address: -
(B) 20 25
(C) 25 35
(D) 35 45
(E) Above 45
(B) Citric
(D) Lemon
(E) Others.
(C) Orange
6. Do you give importance to brand name while choosing your cold drink?
(A) Yes
(B) No
8. Which brand you prefer most?
(A) Coke
(B) Pepsi
(C) Both
(D) Others
9. In your opinion which brand of cold drink is most demanded or popular?
(A) Coke
(C) Pepsi
(D) Others.
(B) Citric
(C) Pepsi
(A)Sprite
(C) 7`U
(B) Slice
(C) Others.
(C) Availability
(D) Advertisement
13. Which brand advertisement appeals you most?
(A) Coke
(B) Pepsi
(C) Others.
(B) Thumps Up
(C) Pepsi
(D) Others.
15. Do you think that the pricing strategy adopted by the cola companies fascinate the
consumer?
(A) Yes
(B) No
[66]
[67]