PROJECT REPORT

ON

MARKET SHARE OF COCA-COLA IN

SOFT DRINK INDUSTRY

Submitted in partial fulfillment of the requirement for

the
Award of the degree of
MASTER OF BUSINESS ADMINISTRATION (Marketing)
UNDER GUIDANCE OF:
Ms. Shubhangi Rajpoot
Abdullah
H.O.D.
L.M.I.M.
Lucknow

SUBMITTED BY:
Saad
MBA (IIIrd Semester)
Marketing

Roll no.: 1367070012

Session: 2013-2015

LUCKNOW MODEL INSTITUTE OF MANAGEMENT

Lucknow

PREFACE
I did my summer training at Coca-Cola Kanpur.

I got training in the study of

MARKET SHARE OF COCA-COLA IN SOFT DRINK INDUSTRY

Hence I am presenting the training report Marketing Strategies Analysis. All the
mistakes and problems had been carefully removed with the help of all the managers.

SAAD ABDULLAH
Roll No.: 1067070012
MBA (3rd Sem.)

ACKNOWLEDGEMENT

We think if any of us honestly reflects on who we are, how we got here, what we think
we might do well, and so forth, we discover a debt to others that spans written history.
The work of some unknown person makes our lives easier everyday. We believe it's
appropriate to acknowledge all of these unknown persons; but it is also necessary to
acknowledge those people we know have directly shaped our lives and our work.
First of all we would like to thank my guide Ms. Shubhangi Rajpoot, Head of
Department, Lucknow Model Institute of Management, Lucknow for his guidance
throughout the semester.
I also would like to thank Mr. Mohd. Faisal Khan, Area Marketing Manager, Hindustan
COCA-COLA Beverages Pvt. Ltd. Kanpur for his valuable guidance during the training
period.
Finally, I would like to thank My God, My Parents and my friends for all the support and
blessings that was required for completion of this project.

SAAD ABDULLAH
Roll No.: 1067070012
MBA (3rd Sem.)

DECLARATION
I do hereby declare that the research report titled MARKET SHARE OF COCACOLA IN SOFT DRINK INDUSTRY submitted by me in partial fulfillment of the
requirement of Master of Business Administration, exclusively prepared and
conceptualized by me and is not submitted to any other Institution or University or
published anywhere before for the reward of any Degree/Diploma/Certificate. It is the
Original work of mine and has not been obtained from any other part.

SAAD ABDULLAH
Roll No.: 1067070012
MBA (3rd Sem.)

TABLE OF CONTENT

TITLE

PAGE NO.

PREFACE

ACKNOWLEDGEMENT

DECLARATION

OBJECTIVE OF THE STUDY

CHAPTER-1, INDTRODUCTION

CHAPTER -2: COMPANY PROFILE

19

CHAPTER -3: INDUSTRIAL PROFILE

27

CHAPTER -4: PRODUCTS

37

CHAPTER-5: MARKETING DEPARTMENT

57

CHAPTER -5: RESEARCH METHODOLOGY

65

CHAPTER -6: DATA ANALYSIS

70

FINDINGS

82

SUGGESTIONS

84

LIMITATIONS

87

CONCLUSION

89

ANNEXURE

91
6

QUESTIONNAIRE

92

BIBLIOGRAPHY

96

OBJECTIVE OF THE PROJECT

To determine the market share of Coca-Cola company.
To know about the consumers interest in Coca-Cola brand.
To know effectiveness of the marketing strategy in the market.
Consumer Satisfaction survey in the markets of Kanpur region.
Ensuring the availability of products in outlets.
To know whether the consumers are satisfied or not with the service and product
quality of Coca-Cola.
To know what are the requirements, complaints and their suggestions.
What are the most preferred brands?

INTRODUCTION
OF TOPIC

INTRODUCTION OF TOPIC

Soft Drink Industry is a typical consumer product industry and has come a long way
since its genesis in 1772. Around 1807 in U.S., Bottled soda was being manufactured on
a large scale. Joseph Hawkins has invented a Machine and obtained the first recorded
patent for manufacturing bottles carbonated with in 1809.
Today millions and millions of bottles are consumed every day all over the world. With
the changing trends and habits, social and cultural differences among different countries
are fast disappearing. Soft Drink culture has come up enormously through out the world.
In almost all of the countries, Soft Drinks were consumed despite the varying factors like
age, income, profession, climate etc. This has lead to the enormous increase in the Soft
Drink Market.
They had being number of significant and far reaching changes in the globe. The
disintegration of the USSR has been the most crucial one for the business of the world.
As a result, there has been rethinking on the part of several governments to open their
economy for international business. Accordingly, several of them have been pursuing
market oriented economic policies.
Soft Drink Industry was considered as one of the typical consumer products industry. In
India soft drinks manufacturing unit was first started by M/s. Parle (Exports) Pvt. Ltd.,
Mumbai in the year 1949.
Later Coca-Cola export corporation CCEC started its unit in Delhi in the year 1950. It
captured the Indian Market and became the market leader of soft drink industry with in a
short period.
10

In the early days, the concentrate was imported from an overseas plant of CCEC. In
1958, its own plant was setup at Delhi for manufacture of concentrate. It has 22 plants
operated in 13 stages through 2, 00,000 retail outlets.
In 1971 sales touched Rs.637.78 lachs yielding profits of Rs.51.37 lachs before taxes. By
1976-77 margin before taxation was 55% - 60%, which is

35% - 40% more than

that consumer goods gradually fetch. It enjoyed the monopoly powers as the market
leader in the industry in the year 1975 government stipulated that it should dilute its
equity of 40% to the Indian brands and transfer its technology to India.
The CCEC agreed to former condition and did not accept the later one as it wanted to
keep allusion and quality control office in India to control its COKE concentration. In
1977 CCEC left the country. The gap created by the exit of CCEC laid a favorable
ground for the indigenous products to capture the market.
After Coca-Cola bid a sad farewell in 1977, the Indian market was open for various new
cool drinks and several companies come forward pursuing different brands in the market.
Parle Exports Pvt. Ltd., introduced there cola Thums Up with a mighty bank saying
Happy drinks are here again pure drinks of Delhi also without loosing much time
introduced Campa Cola along with Campa Orange and Campa Lemon.
Modern bakeries a Government of India enterprise too entered the market with Double
Seven and Moan Marketing with Marry and Pick Up. With this in the Indian high
vantage advertising was on. The competition in the soft the peak drinks reached to stage.
With Pepsi foods entering the Indian Market.
Pepsi has introduced its Coal Lehar Pepsi in 1989 with attractive advertisements. At
present the main competitors are Coca-Cola and Pepsi Foods.
11

In 1991, a New Maaza plant with Hot Process was built which posted over 5 to 6 Lakhs.
In 1994, the company proposed to install a new Bottling Line costing about Rs.10.5
Crores to meet the increased demand on the capacity due to the introduction of CocaCola and other brands. The machinery is totally imported from Germany. By the end of
July, 1995, the production was started.
Earlier, crates were handled manually. Now they are taken in pallet with a capacity of 32
crates per plate. This is lifted by Fork Lifter which costed Rs.7 Lacs. This system is at
present working for unloading the empty bottles from the vehicles and it is also being
tried for loading purpose. If loading is done manually, it requires ten people to work for
one hour to load a truck. But with the above system, it takes only 30 min. with four
people. Thus, the Bottling Unit is trying to mechanize to the possible extent.
Sales displays are the act of putting things for view or on view. In sales management,
sales display means arranging systematically saleable goods so as to attract the attention
of the customer. Advertising helps in awareness, reminding and informing customers
about products and services. The actual product is not displayed in advertising. Sales
displays fulfill that need by appealing to the eye of the prospects. Through a sales display,
the manufacturer shows the goods or services to the customer. In the past sales display
was the only media for exhibiting products and inducing prospects to buy the same. Sales
displays are actually advertising at the point of purchase.
Sales promotion is another important component of the marketing communication mix. It
is essentially a direct and immediate inducement. It adds extra value to the product and
hence prompts the dealer/consumer to buy the product.

12

The committee on definition of the American marketing association defines sales

promotion as follows.
In a specific sense, sales promotion includes those sales activities that supplement both
personal selling and advertising, and coordinate them and make them.

13

SOFT DRINK INDUSTRY PROFILE

Evolution of Soft Drinks:
Soft Drink Industry is a typical consumer product industry and has come a long way
since its genesis in 1772. Around 1807 in U.S., Bottled soda was being manufactured on
a large scale. Joseph Hawkins has invented a Machine and obtained the first recorded
patent for manufacturing bottles carbonated with in 1809.
Today millions and millions of bottles are consumed every day all over the world. With
the changing trends and habits, social and cultural differences among different countries
are fast disappearing. Soft Drink culture has come up enormously through out the world.
In almost all of the countries, Soft Drinks were consumed despite the varying factors like
age, income, profession, climate etc. This has lead to the enormous increase in the Soft
Drink Market.
They had being number of significant and far reaching changes in the globe. The
disintegration of the USSR has been the most crucial one for the business of the world.
As a result, there has been rethinking on the part of several governments to open their
economy for international business. Accordingly, several of them have been pursuing
market oriented economic policies. All the countries had to enter this line in time with
the global changes.

14

INDUSTRY SCENARIO
Soft Drink Industry was considered as one of the typical consumer products industry. In
India soft drinks manufacturing unit was first started by M/s. Parle (Exports) Pvt. Ltd.,
Mumbai in the year 1949.
Later Coca-Cola export corporation CCEC started its unit in Delhi in the year 1950. It
captured the Indian Market and became the market leader of soft drink industry with in a
short period.
In the early days, the concentrate was imported from an overseas plant of CCEC. In
1958, its own plant was setup at Delhi for manufacture of concentrate. It has 22 plants
operated in 13 stages through 2,00,000 retail outlets.
In 1971 sales touched Rs.637.78 lachs yielding profits of Rs.51.37 lachs before taxes. By
1976-77 margin before taxation was 55% - 60%, which is

35% - 40% more than

that consumer goods gradually fetch. It enjoyed the monopoly powers as the market
leader in the industry in the year 1975 government stipulated that it should dilute its
equity of 40% to the Indian brands and transfer its technology to India.
The CCEC agreed to former condition and did not accept the later one as it wanted to
keep allusion and quality control office in India to control its COKE concentration. In
1977 CCEC left the country. The gap created by the exit of CCEC laid a favorable
ground for the indigenous products to capture the market.
After Coca-Cola bid a sad farewell in 1977, the Indian market was open for various new
cool drinks and several companies come forward pursuing different brands in the market.
Parle Exports Pvt. Ltd., introduced there cola Thums Up with a mighty bank saying

15

Happy drinks are here again pure drinks of Delhi also without loosing much time
introduced Campa Cola along with Campa Orange and Campa Lemon.
Modern bakeries a Government of India enterprise too entered the market with Double
Seven and Moan Marketing with Marry and Pick Up. With this in the Indian high
vantage advertising was on. The competition in the soft the peak drinks reached to stage.
With Pepsi foods entering the Indian Market.
Pepsi has introduced its Coal Lehar Pepsi in 1989 with attractive advertisements. At
present the main competitors are Coca-Cola and Pepsi Foods.

16

Indian Soft Drinks Market:

Market Size:
Soft Drinks include all types of non-alcoholic carbonated flavored or sweetened
beverage. Soft Drinks are mostly placed inbottles and come in a variety of flavors. Soft
Drink manufacturing in India was first introduced by Parle in 1948.
With the introduction of fruit based soft drinks packed in tetra packs the bottled soft
drinks market has an estimated size of 130 million cases per annum (1 case = 24 bottles)
which is worth around Rs.1,400 crores with an annual growth rate of about more than
Rs.1 Crore.
The population of India is over 100 crores and retail outlets are over 3 lakhs compare to
Philippines where the population is only 60 million and retail outlets more than 4 lakhs.
The per capita consumption of soft drinks in India is very low at 3.5 bottles per annum.
Presently there are approximately 12 crores consumers in India and in Delhi alone there
are 12 lakh consumers. It was estimated that by the end of this year Indias share to the
world market will be around 0.5% to 1%.
Delhi is the largest consumer of soft drinks in India with an annual consumption of 75
lakh cases. Mumbai stands second with 50 lakh cases. Together they account for 25% of
the national sale.
There is tremendous growth potential in India but the per capita consumption has not
grown as the focus was mainly on the four metros and some important urban cities.
Focus on the rest of the country especially the rural areas has been ignored.
Simple arithmetic reveals why Coca-Cola and Pepsi are battling it out the India Market
even with the pathetic per capita consumption. This is because Indians consume 2.7
17

billion cases or soft drinks every year. USA on the other hand with its population 200
million consumes only 80 millions every year.
It is assumed in the study that soft drink market can triple and grow at a rate 2001 is 15%
or 20% per annum for the rest or the country. In the beverage market, which is worth
over 2,000 Crores, more than 50% of the entire sales take place in the month of May and
June.

18

SOFT DRINK SECTOR OVERVIEW:

Background:
Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks.
Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola,
Lemon and Oranges are carbonated drinks while mango drinks come under noncarbonated category. The soft drinks market till early 1990s was in hands of domestic
players like Campa, Thums Up, Limca etc but with opening up of economy and coming
MNC players Pepsi and Coke are the leaders in carbonated drinks market in India it is
Pepsi which scores over Coke but this difference is fact decreasing (courtesy huge adspending by both players). Pepsi entered Indian market in 1991 coke re-entered (After
they were thrown out in 1977, by the then central government) in 1993.
Pepsi has been targeting its products towards youth and it has struck right chord with the
market and the sales have been doing well by sticking to this youth bandwagon. Coke on
the other hand struggled initially in establishing it self in the market. In a span of 7 years
of its operations in the country it changed its CEO four times but finally they seem to
have started understanding the pulse of India consumers.
Soft drinks are available in glass bottles, aluminum cans and PET bottles for boom
consumption. Fountains also dispense them in disposable container.
Segmentation:
The soft drink market can be segmented on the basis of place of consumption or on the
basis of type of products.
The variable place of consumption divides the market into two parts:

19

 On premises 80% of the consumption of soft drinks is on premise ie.,

restaurants, railway stations, cinemas etc.,
At-home-the rest 20% of the market comprises of the soft drink purchased for
consumption at home.
The market can also be segmented on the basis of types of products into cola products
and non-cola products.
Cola products account for nearly 61 62% of the total soft drinks market. The brands
that fall in this category are
Pepsi
Coca-Cola
Thums Up
Diet Coke
Diet Pepsi
Non-Cola segment which constitutes 36% can be divided into 4 categories based on the
types of flavours available namely:
Orange
Cloudy Lime
Clear Lime
Mango

20

CHAPTER-TWO
COMPANY PROFILE

HISTORY OF THE COMPANY

EARLY GROWTH

WARTIME DEVELOPMENT

PSOTWAR GROWTH

RECENT DEVELOPMENTS

21

HISTORY OF COCO-COLA
This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John
Smith Pemberton First mixed Coca-Cola in his back yard. This formula, which was made
from carbonated water, cane sugar syrup, caffeine, extracts of Kola nuts and cola leaves,
was brought to the nearby Jacobs Pharmacy where it made its Debut as a soft drink the
same day, selling for only 5 cent. His Bookkeeper named this drink Coca-Cola after the
first two ingredients and the same distinctive script he wrote it in is the same logo they
use today.
In January 1893 Coca-Cola was registered with the U.S. patent office. Late on in 1915
the Root glass company created the famous contour glass bottle for Coca-Cola in 1915.
In 1917 Coca-Cola was found to be the worlds most recognized trademark with a record
of 3 million Cokes sold per day. Unfortunately, John Pemberton fell ill, and did not live
to see his products success.
Sadly, in the first year of Cokes existence, Pemberton and his partner only made $50.
Pemberton sold two third of his business in 1888 to cover his losses and keep the
business afloat.
He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in
Coca-Cola for an unbelievable $2300 in 1891. In 1891, Candler and his brother formed
the Coca-Cola Company.

22

EARLY GROWTH
In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to
growing concern over the dangers of cocaine by reducing the amount of coca in the drink
to a track. However, he kept some coca extract in Coca-Cola so the name would
accurately describe the drink. Candler only had a patent on the name, and not the drink
syrup that is, the drinks base, containing all the ingredients minus carbonated water. He
figured that Keeping the Coca in his formula would legally allow the company to
distinguish its drink from imitations. Other companies also produced soda drink made
with cola nut extract. In particular, the Pepsi-Cola Company would become Coca-Cola
Companys major competitor over the next few decades.
Candler also spent more than $11,000 on his first massive advertising campaign in 1892.
The Coca-Cola logo appeared across the country painted as a mural on walls; displayed
on posters and soda such as calendars and drinking glasses. In addition, Candler was the
first person ever to use coupons to gain customers for a product. He distributed flyers
offering free soda fountain glasses of Coca-Cola to people visiting his drugstore.
In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside of
Atlanta, in Dallas, Texas. That same year a candy storeowner in Vicksburg, Mississippi,
installed bottling machines and produced the first bottled Coke. It had previously been
sold only at soda fountains. By 1895 the drink was sold in all U.S. states and territories.
In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee,
bought the exclusive right to distribute Coke syrup to bottles throughout most of the
23

country for only on dollars, at the time, Candler saw little profit in bottling and was more
than willing to give up that part of the business.
In 1915 the Root Glass Company created a couture glass for Coke, its design based on
the curvature of a coca bean. This bottle design became a Coke trademark worldwide.
The same year, Candler retired from company, passing it on to his children and moving
into polities. He was elected mayor of Atlanta in 1916.
In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of
Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company
president in 1923. Robert Woodruff was skilled marketer, and he put more of the
companys resources into market research than manufacturing Coke.

24

WAR TIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted Cokes popular image in the
United States by pledging that his company would provide Coke to every U.S. soldier.
The company did not limit itself, however, to only doing business that would increase its
success in America. In the period leading up to the war, between 1930 and 1936, it had
set up a division of the company it Germany, and it continued that venture during the war.
It recreated its image as a German company and allowed the Germans to produce all but
two, secret, Coca-Cola ingredients in their own factories.
In 1941 the German companys president, Max Keith, developed Fanta orange soda using
orange flavor and all the German-made Coke ingredients. The Coca-Cola Companys
wartime efforts helped it expend its global market, often with the economic support of the
U.S. government.
By the end of the war in 1945, it had established 64 overseas bottling plants. The same
year the company registered a patent on Coca-Colas popular nickname, COKE.

25

POST WAR GROWTH

In 1955 Robert Woodruff retired as the Coca-Cola Companys president. Candler and
Woodruff are remembered as the two most important figures in the companys early
growth, both for their contributions to the company and their considerable fortunes
donated to the city of Atlanta. After Woodruff departure, the company began to diversify
by producing new products, acquiring new business, and entering new international
markets.
In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit
juices and began offering Coke in cans. Between 1960 and 1963 it also launched four
new soft drinks in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda;
Diet Cola; Diet grapefruit-flavored soda. In 1964 the company was acquired by merging
its Duncan and Minute Maid operations.
In the late 1960 Coca-Cola faced difficulties in some of its foreign markets. When the
company built a bottling plant in Israel at the outset of the Arab-Israel War, the
government of all Arab League nations banned the production and sale of Coke. A year
later the company withdrew from its markets in India when that countrys government
requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company
refused to relinquish so much control over those operations.
In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic bottle. The
Popularity of these large bottles grew over time, and their sales earned the company new
project, primarily in small specialty and convenience stores.
26

In 1982 the company introduced Diet Coke, which soon becomes the best selling diet soft
drink in the world.
Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture
Industries, also known as Tri-star Pictures, for almost $700 million. Tow year later, the
company sold off its Columbia holdings and other media acquisitions to Sony
Corporation for over $1.5 billion.
By 1984 Pepsi-Cola had gained on Cokes previous domination of the U.S. market to the
point that the two had almost equal sales. In an attempt to return market dominance, the
company attempted the first-ever reason of the original Coke recipe. The American public
largely rejected New Coke, and so the company quickly returned to also producing the
old recipe under the name Coca-Cola classic.

27

RECENT DEVELOPMENTS
In 1986 the Coca-Cola Company consolidated all of its no franchised U.S bottling
operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent
bottling companies, a venture that grew into the worlds largest bottle of soft drinks
by1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola products in the
United States, small franchises businesses continue to bottle can and distribute the
companys drink worldwide.
In 1987 the Coca-Cola Company was fisted in the prestigious Dow Jones Industrial
Averages index of stock market performance. Its stock is traded on the New York Stock
Exchange (NYSE). Coca-Cola and Pepsi Company products occupied nine of the top ten
spots in the U.S. soft drink market in themed 1990s.
Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80
percent of its profits from international sales.

28

CHAPTER THREE
INDUSTRIAL PROFILE

INDUSTRIAL PROFILE

SOFT DRINK INDUSTRY IN INDIA

COCA COLA IN INDIA

VISION OF COCA COLA IN

INDIA

MISSION OF THE COCA COLA

IN INDIA

INDUSTRIAL PROFILE
29

A soft drink (widely referred to as soda, pop, or soda pop) is

a drink that contains no alcohol but is usually referred to as a
sugary

drink.

Soft

drinks

are

often

carbonated

and

commonly consumed while cold and or room temperature.

Some of the most common soft drinks include cola, flavored
water, sparkling water, iced tea, sweet tea, fruit punch, root
beer, and cream soda etc.
The term "soft" is employed in opposition to "hard", i.e.
alcoholic drinks. Generally it is also implied that the drink
does not contain milk or other dairy products. Hot chocolate,
hot tea, coffee, tap juice milkshakes also do not fall into this
classification.
Many carbonated soft drinks are optionally available in
versions

sweetened

with

sugar

or

with

non-caloric

sweeteners.
The terms used for soft drinks vary widely both by country
and regionally within some countries
Country

Terms

Afghanista Nooshabeh (Persian: ), Coke refers to all soda

n

not specifically to Coca-Cola

Australia

soft drinks, fizzy drinks

Brazil

refrigerante, guaran (When referring to guarana

30

flavored softdrinks)
pop, cola, soft drink, Coke (any dark soda, but
Canada

not root beer) (Almost never referred to as

"Soda")

Colombia

Gaseosa, refresco, cola

Estonia

karastusjook, limonaad, limps

Finland

virvoitusjuoma, limonadi, limukka

India

cold drink(s), cool drink(s), soft drinks(formal)

Iran

Nooshabeh (Persian: )

Ireland

minerals, soft drinks, fizzy drinks

Israel

Gazoz (bubbly) or Mashke Kal (light drink)

Netherland
s
New
Zealand

Frisdrank

soft drink, fizzy drink

Norway

brus, mineralvann

Pakistan

cold drink(s), soft drinks/drinks(formal)

Portugal

refrigerante,

gasosa,

bebida

com

gs,

soft

drink

gaseificada

Philippines Soft drink, Coke (any kind of cola)

Scotland

ginger, coke, juice, jeg, soft drink

South

cooldrink,

Africa

(formal)

South

"Cola" for Coca-Cola and Pepsi. "Soft drink" for

colddrink,

31

fizzy

drink,

Korea

every other soda.

Spain

refresco, soda

United
States
United
Kingdom

coke, cola, pop, soda, soda-pop, soft drink

soft drinks, pop, fizzy drinks

SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION
The Indian Soft-Drink Industry is a 3500 crore rupee Industry
comprised of consumers throughout the country, and of all
ages. The industry has been comprised of all Indian Soft
32

Drinks manufactures and the multinational Coca Cola up to

1976.
From 1976 to 1989, the industry only comprised of Indian
manufacturers namely, Parle, Campa Cola and Dukes.
Decades of 90s have brought changes in Government
Policies of liberalization, which has helped us1er in two huge
American Multinational Pepsi Cola international and Coca
Cola.

33

THE

CHRONOLOGY

OF

SOFT

DRINK SCENARIO IN INDIA

1977
Refusing to dilute its equity stake, Coca Cola winds up
its operations in the country.
Thums Up from Parle and Campa Cola from Pure
Drinks launched.
1986
An application for a soft drink cum snack food joint
venture by Pepsi. Voltas and Punjab Agro is submitted
to the Indian Government.
1988
Final approval for the Pepsi food limited project granted
by the Cabinet committee on economic affairs of the
Rajeev Gandhi Government.
Coca Cola South Asia Holding Incorporation of the U.S.
files

an

application

to

manufacture

soft

drinks

concentrate in Noida (Delhi) free trade zone.

1990
Pepsi Cola and 7up launched in limited market in North
Indian.
34

 The Government clears the Pepsi Project again but with

brand name changed to Lehar Pepsi. Simultaneously, it
also rejects the application of coke. Citra hits the
market from the Parle Stable.
1991
Britco food files an application before FIPB to set up a
new 50 crore facility in Maharashtra.
Pepsi extends its soft drink reach on national scale.
Products launched in Delhi and Bombay.
Britco food application cleared by the FIPB, Pepsi and
start initial negotiations for a strategic alliance but talks
break off after a while.
1993
Pepsi launches Teem and Slice to counter Limca and
Maaza respectively from Parle. Pepsi captures about
30% market share in about two years.
Coke files an application for a 100% owned soft drinks
Company with FIPB, decides to part ways with Rajan
Pillai. The Government clears the Coke application in
record time.
Voltas pulls out of the Pepsi Food Limited joint venture.
Pepsi decides to buyout the Voltas share and raises its
equity to 92% Report of Coke Parle joint gain strength.
35

 Pepsi launched 1 liter bottles in Pepsi Cola, Mirinda

and Teem flavors. Sweeps off the 100 ml segment over
Pure Drinks.
Coca Cola buys out Parle and major leaders of the
market, Ramesh Chauhan, becomes a part of the Coke
game plan.
Fountain Pepsi launched in the Northern part of India.
Coca Cola hits the Indian in 300 ml at the price of 250
ml. equity 100 % for Coca Cola.
Pepsi jump up in to Mineral Water name Aquafina.

2000
Coca Cola Indian has registered a growth of 18 th
percent in its net sale during the first quarter of the
current fiscal year.
Hrithik the burning sensation of Bollywood is hired to
advertise Coke is very effective.
2001
Coca Cola up grated from 1.5 ltr. to 2 ltr.
Coke hired Aishwaria Rai, Amir Khan and Hrithik for
effective advertising.
36

COCA COLA IN INDIA

The Coca Cola company entered India in the early 1950s. It
set up four bottling plants at Bombay, Calcutta, Kanpur
and Delhi. In 1950 as there were negligible companies in
Indian market therefore Coca Cola did not face much
competition and they were accepted in Indian market more
easily. By the end of 1977 Coca Cola had captured more
than 45 % of market share in India. Coca Cola left India
following public disputes over share holding structure and
import permit.
As per FERA REGULATION the company was required to
India close operation by May 5, 1978 yet strongly enough
the companys operation come to end in July 1977.
In October 1993, Coca Cola returned to India after 16
years of absence with the slogan Old waves have come
to India again first launched in HATHRAS near AGRA
HOME of the famous TAJ MAHAL.
At this time Parle was the leader in soft drink market and had
more than 60 % of the total market share in soft drink Coca
Cola joined hand with Parle and strategic alliance with Parle
export give the company instant ownership of the nation top
soft drinks brands Thumps Up, Limca, Citra, Gold Spot and
Maaza access to Parles extensive 62 plants bottling network
37

and a base for the rapid introduction of the companys

international brand by striking a $40 million deal with Parle
Coke almost a clear sweep and made it goal as To become
an all occasion drink not a special treat beverage.

VISION OF COCA COLA IN INDIA

Provide exceptional strategic leadership in the Coca Cola
India System resulting in consumer and customer preference
and loyalty through Coca Colas commitment to them, and
in a highly profitable Coca Cola corporate branded
beverage system.

MISSION OF COCA COLA IN INDIA

Create consumer products, services and communications
customers service and bottling system strategy processes
and tools in order to create competitive advantages and
deliver superior value to:
Consumers as a superior beverage experience.
Consumers as an opportunity to grow profits through
the use of finished drinks.
Bottles as an opportunity to make reasonable to grow
profits and volume.
38

 Suppliers 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.
CCI associates as superior career opportunity.

39

CHAPTER FOUR
PRODUCTS

PRODUCT PROFILE OF COCA

COLA

CONSUMER

CHOICE

AT

GLANCE

DIFFERENT

PLAYERS

IN

SOFT DRINK MARKET

WHERE THE MONEY GOES

SWOT ANALYSIS

40

THE

PRODUCT PROFILE OF COCA

COLA
Products and Brands
The Coca-Cola Company offers nearly 400 brands in over 200 countries,
besides its namesake Coca-Cola beverage. This includes other varieties of
Coca-Cola such as:
Diet Coke (introduced in 1982), which uses aspartame, a synthetic
phenylalanine-based sweetener in place of sugar
Diet Coke Caffeine-Free
Cherry Coke (1985)
Diet Cherry Coke (1986)
Coke with Lemon (2001)
Diet Coke with Lemon (2001)
Vanilla Coke (2002)
Diet Vanilla Coke (2002)
Coca-Cola C2 (2004)
Coke with Lime (2004)
41

 Diet Coke with Lime (2004)

Diet Coke Sweetened with Splenda (2005)
Coca-Cola Black Cherry Vanilla (2006)
Diet Coca-Cola Black Cherry Vanilla (2006)
Coca-Cola BlacK (2006)
Diet Coke Plus (2007)

42

COCA-COLA PACK
GLASS

PET

CAN

FOUNTAIN
200ml, 300ml

500ml, 1.5lit,

500ml, 1000ml

2lit, 2.25lit,

Various Sizes
500ml + 100ml

43

330ml

THUMPS-UP PACK

Strong

Cola

Taste,

Exciting

Personality
Thums Up is a leading carbonated soft drink and most
trusted brand in India. Originally introduced in 1977, ThumsUp was acquired by the Coca Cola Company in 1993.
Thums Up is known for its strong, fizzy taste and its
confident, mature and uniquely masculine attitude. This
brand seeks to separate the men from the boys.

GLASS

PET

CAN

FOUNTAIN
200ml, 300ml

500ml, 1.5lit,

500ml, 1000ml

2lit, 2.25lit,

Various Sizes
500ml + 100ml

44

330ml

LIMCA PACK
LIMCA is the drink that can cast a tangy refreshing
spell on anyone and anywhere. Born in 1971, Limca
has been the original thirst choice, of millions of
consumers for over 3 decades.
The brand has been displaying healthy volume
growths year on year and Limca continues to be the
leading flavor soft drink in the country.
The success formula
The sharp fizz and lemoni bite combined with the
single minded positioning of the brand as the
ultimate refresher has continuously strengthened the
brand franchise. Limca energizes refreshes and
transforms. Dive into the zingy refreshment of Limca
and walk away a new person.
45

GLASS

PET

CAN

FOUNTAIN
200ml, 300ml

500ml, 1.5lit,

500ml, 1000ml

2lit, 2.25lit,

Various Sizes
500ml + 100ml

46

330ml

47

SPRITE PACK
Sprite is considered to be lemony in taste, and
comes under the category of cloudy lemon because
of its color, which is similar to that of clouds. It has to
yield good sales revenue. It is generally preferred by
Children & Women.

GLASS

PET

CAN

FOUNTAIN
200ml, 300ml

500ml, 1.5lit,
2lit, 2.25lit,

Various Sizes
500ml + 100ml

48

330ml

FANTA PACK
Fanta, a product developed in Germany due to
shortages of supplies to make Coca-Cola, was
merged into the Coca-Cola brand line following the
end of the war.
Internationally, Fanta The Orange drink of the Coca
Cola Company, is seen as one of the favorite drinks
since 1940s. Fanta entered the Indian market in the
year 1993.
Perceived as a fun youth brand, Fanta stands for its
vibrant color, tempting taste and tingling bubbles
that not just uplifts feelings but also helps free spirit
thus encouraging one to indulge in the moment. This
positive imagery is associated with happy, cheerful
and special times with fiends.

GLASS

PET

FOUNTAIN
200ml, 300ml

500ml, 1.5lit,

49

CAN

2lit, 2.25lit,
Various Sizes
500ml + 100ml

50

330ml

MAAZA PACK
Maaza was launched in 1976. Era was a drink that
offered the same real taste of fruit juices and was
available throughout the year.
In 1993, Maaza was acquired by Coca Cola India.
Maaza currently dominates the fruit drink category.
Over the years, brand Maaza has become synonyms
with Mango. This has been the result of such
successful campaigns like Taaza Mango, Maaza
Mango. And Botal mein Aam, Maaza hain
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 the kids love
its taste. The campaign builds on the existing equity
of the brand and delivers a relevant emotional
51

benefit to the moms rightly captured in the tagline

Yaari Dosti Taaza Maaza.

GLASS
TETRAPACK
FOUNTAIN

PET

200ml,

Various Sizes

125ml,

250ml

1000ml

200ml

KINLEY DRINKING WATER

Kinley (boond boond mein vishwas)
The water, a thirst quencher that refreshes, a life giving
force that washes all the toxins away. A ritual purifier that
cleanses, purifies, transforms. Water is the most basic need
of our life. We cant survive without water.
The

importance

of

water

can

never

be

understood.

Particularly in a nation such as India where water governs

the lives of the millions, be it as part of everyday rituals or as
the monsoon which gives life to the sub-continent.
Kinley water understands the importance and value of this
life giving force. Kinley water 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 the
Coca Cola Company. That is why we introduced Kinley with
52

reverse-osmosis along with the latest technology to ensure

the purity of our product. Thats why we go through rigorous
testing procedures at each and every location where Kinley
is produced.

MINUTE MAID (a 62 year success

story)
The history of the Minute Maid brand goes as far back as
1945 when the Florida Foods Corporation developed orange
juice powder. The company developed a process that
eliminated 80% of the water in orange juice, forming a
frozen concentrates that when reconstituted created orange
juice. They branded it Minute Maid, a name connoting the
convenience and the ease of preparation (in a minute).
Minute Maid thus moved from a powdered concentrate to the
first ever orange juice from concentrate.
Over

the

years,

through

innovations

and

unmatched

consumer experience provided in over 60 countries, Minute

53

Maid brand has clearly become one of the worlds largest

juice and juice drink brands. The launch of Minute Maid Pulpy
Orange in India (starting with the south of the country) is
aimed to further extend the leadership of Coca Cola in
India in the juice drink category.

CONSUMER CHOICE AT A GLANCE

Coca Cola

Mainly

preferred

by

the

Youngster & Kids.

Thumps-Up

Youngster.

Limca

Common Drink.

Fanta

Basically preferred by Ladies

and Kids.
Maaza

Ladies and Kids.

54

Sprite

Not clearly defined.

Kinley Soda

Mostly for those who consume

liquor.

DIFFERENT PLAYERS IN THE SOFT

DRINK INDUSTRY
PEPSI
Caleb Brandhum, a North Caroline Pharmacist, structure
Pepsi Cola in the 1890s as cure of dyspepsia (indigestion). In
1902, Bradhumapplied for a trade mark, issued ninety seven
share of stock and began selling Pepsi syrup in earnest. In
his first year of business he spends $1900 on advertising a
huge sum that he sold only 8000 gallons of syrup. In 1905
Bradhum built Pepsis bottling plant. By 1907 he was selling
10,000 gallons a year, two years later; he hired New York
advertising agency. After passing through many troubles for
some period now Pepsi is a market leader in international
areca and is available in 187 nations throughout the world in
18 flavors having its Head Office in New York, United State.

55

Pepsi has 13 bottlers with 26 plants in India. Through this

compared with 60 plants of coke is quite less, yet the market
share of Pepsi has increased quite significantly.

PEPSI IN INDIA
This $3040 billion, New York (U.S.) based Pepsi Company,
had to start from scratch after entering the country in 1989.
Deep blue Pepsi is a broad based food and beverage
company, deriving more than 60 % of its sales and operating
profits from its snack foods and restaurant business.
Pepsi started its commercial production in 1990 with plants,
one at Channo (Sangrur) and other at Jahura (Distt.
Hoshiarpur). Pepsi drink, which was introduced six year back,
has now become the household name thought the country.
The marketing efforts of Pepsi in the first three year were so
successful, that Pepsi had taken major market share of Parle
and Parle has to face hard times. Pepsi-Cola has been
positioned as a drink for the young. Its popular slogan Yehi
Hai

Right

Choice

Baby

go
56

to

show

that

appeal

is

significantly for the younger generation in a popular, much

aired commercial, Bollywood star and cricketer Sachin
Tendulkar began to cordon in the tune only after hed
guzzled, the right cola, made the smart choice (A-Ha!).
Behind the hype in an effort invisible to consumer Pepsi
pumped in Rs. 300 crore to add muscle to its infrastructure
in bottling and distribution.

WHERE THE MONEY GOES

Low per capital consumption of soft drink in India may be
linked to the inflated prices of such drinks. But surprisingly it
leaves a very low margin for bottlers decocanised. Candler
had later testified on court that coke contained a very small
proportion of drug without the coke would never have been
as popular as it was its early days. The cocaine was
eliminated in 1903, as panicked reaction to the raising
criticism, inflamed by newspaper allegations that black coke
drinkers were attacking whites.
In 1917, Candler gave almost all of his coke, stock to his
children, who sold out two years later to a syndicate headed
by, Atlanta Banker Ernest Woodruff, for $25 million. Woodruff
57

eventually took over and ruled the company to its present

glory. Woodruff died in 1985.

58

COKE IN INDIA
Despite the formidable track of its parent (Coca Cola
Company the $18 billion gaint, based in Atlanta U.S.), Coca
Cola Indias record in Rs. 1800 crore soft drinks market is
prominent. Coca Cola entered Indian market after 19 years
from Hathras December 1993 Coca Cola became the
undisputed leader of the Indian soft drink industry, because
if their acquiring rights of Ramesh Chauhans aerated Parle
drinks.
With one stroke of the pen, and a bill of 140 crore Coca
Cola picked by five brands Thumps-Up, Limca, Gold Spot,
Citra and Maaza with a combined market share of 69 percent
with Thumps-Up alone accounting for 56 % of the then 650
crore cola segment.
Coca Cola worlds largest selling soft drink and which sells
nearly half the soft drink of would market its recently with
planned strategy.

59

SWOT ANALYSIS OF THE COMPANY IN

KANPUR REGION
Swot analysis is nothing but a technique which provides a deep analysis of
the company and also how to fight with the competitive market. In this
analysis basically there will be four very crucial points to analyze which are1-STRENGTHS 2-WEAKNESSES
THREATS

60

3-OPPRTUNITIES

4-

STRENGTHS
There are some very important points which have been carrying forward by
me in this part Strong brand name.
Effective and efficient management.
Adaptability with changing market trend and demand.
Strong market strategy.
Strong distribution channels.
Very strong supply chain management.
Service centers for solving the problems of the outlet holders.

WEAKNESS
Lack of proper sales man training.
Problems in the frequency of the delivery of products.
Lack of small vehicles to deliver the products in the streets.
Some agencys which are not paying proper attention from the side of
outlet holders.
Not able to satisfy the outlet holders in the peak season (April, May
and June).

61

OPPORTUNITIES
Diversification of juice products.
With growing juice market so handsome opportunity to increase sales
and capture market.
Continuously increasing demand for coke products in the market.
Easily new products are being promoted by the company having
existing one.
Competitive weakness for other companies.
Very good Customer Relation Management.

THREATS
Change in taste of people.
More competitors.
Unpredictable market conditions.
Changing economy.
Lack of staff for proper investigation.
Lack of new technology.

62

CHAPTER FIVE

MARKETING DEPARTMENT

SALES PROMOTION

TECHNIQUES OF THE COMPANY

CRITERIA FOR PROVIDING FREE

CHILLING EQUIPMENTS

MARKETING DEPARTMENT
63

Marketing is getting right goods and services at right time and right place to right people
at right price with right communication.
The comprehensive marketing activity at Kanpur Marketing Services is controlled by Mr.
Mohd. Faisal Khan, Area Marketing Manager. Today consumers have different
measurement to buy above which has a smaller self-life. The major market of soft drink
is under the grab of local distributions, which provides the innocent consumers all the
sort of connections.
M. D.

DIRECTOR

G. M.

SALES MANAGER

Marketing Executive

Distribution Manager

Key Account

64

SALES PROMOTION TECHNIQUES OF THE COMPANY

Good Advertising
Effective Incentives Policy
Quality
Wide and Deep Distribution System
Attractive Packaging
Allotting SGAs (Refrigerator, Chest Cooler, Table Umbrella, Chairs) to retailers
Decorating Retailers shop by display board, dealers board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENT

With every 1-2 crates purchased daily or alternatively an icebox is provided.

For an average consumption of 5-6 crates, a visi-cooler of 4 crates.
For a purchase of 7-8 crates daily, a visi-cooler 7 crates.
If purchase exceeds 8 crates, then 9 crates visi-cooer or deep fridge is provided.
With each chilling equipment a stabilizer was being provided, it may be of 1kv or
5kv.

65

How to increase sale by putting display

The job of promoting your co-op encompasses everyone involved in the business.
Employees, board members and even member/shoppers participate in marketing the coop. This group is your informal marketing team. By formalizing this base, a successful,
low cost marketing campaign can be built. Your reasons for formalizing this team may
be multi-faceted - new location, remodeled store, or slow sales and stagnant
membership. Whatever the situation, your primary goal is to increase your
member/shopper base and sales. By making Your marketing team more aware of the role
they play in promoting the co-op, they will pay more attention to it. The increased
attention will result in an improvement in the basic marketing techniques used in your
co-op.
How does this group form your marketing team? In order to realize everyone's role,
you need to consider how every aspect of co-op operations plays a part in promoting the
business. The location, design, product mix, merchandising and customer services all
send a message to the public, determining whether they shop at the co-op, how much
they buy and how often they return. As a result, each board member and employee,
through the job they perform and policy decisions they make, participates in promoting
the co-op. Before planning any large scale advertising campaigns, you must first
organize this team.
Your member/shoppers will participate in promoting the co-op through word of
mouth. This is one of the most successful methods for building sales. The key to
developing this word of mouth promotion lies with the rest of your team.
66

To insure member/customer satisfaction and encourage both repeat sales and new
business, the co-op needs to work as a team to create a shopping environment everyone
enjoys. By implementing quality customer services and caring about the physical
appearance of the store, you can create customer loyalty.
The basic services your member/shoppers look for when choosing a regular grocery
store include:

Convenient location and parking

Products they want to buy

Consistent merchandising techniques

Pricing which is complete and easy to understand

Quality products

A courteous, service-oriented staff

Some additional services which increase customer satisfaction include:

A regular newsletter

Sales on popular products

Educational information

Product tastings and demonstrations

Special order privileges

Case discounts

A liberal return policy

Other member benefits

67

Taking care of the physical appearance of the store is another service you provide your
customers. This is accomplished by:

Creating a design and product layout that is pleasant and makes shopping easy
Keeping the store very clean and free of clutter

Creating attractive displays to enhance the quality and appeal of the co-op's products

Using sanitary, attractive equipment

Keeping products faced

Changing
and

special

displays

frequently

to

keep

the

store

looking

fresh

interesting

Clearly labeling products, specials, departments, the store front, etc.

Your co-op's team can be trained to improve the provision of these services. Board
members can learn methods for planning and policy making which will improve
customer services. They can learn how to evaluate the current operation through
customer surveys and market studies which can be used in planning and help them make
informed decisions. Employees can be trained in customer service and merchandising
techniques. The training will provide Job skills which can add new interest to job
responsibillUes and be the basis for reorganizing store duties in order to improve
customer services.
Once this base is organized, we can implement more In-store promotional techniques,
the next step of our low cost promotional campaign.
Some in-store promotional techniques were listed above as additional services we can
provide our customers. Providing educational information, product tastings and

68

demonstrations are some of the easiest promotional techniques to implement. Suppliers

and distributors often will supply samples and information at no cost.
Product demonstrations are the best way to introduce new items and educate your
customers. In addition, they can create a festive atmosphere and make shopping more
enjoyable. Prepare a schedule for sampling products, and enlist the buyers and
membership coordinators to fill it in. The best time to hold samplings is when the store
is at its busiest. The demonstrations can be tied into special sales, seasonal events, the
introduction of new products, or for no special reason at all. (For more on planning
successful food demos, see the article by Sheila Phillips in the previous issue of
CooperatIve Grocer, #12-13, Aug.-Nov. 1987.)
Recipes and nutritional information are easy to come by some times too easy. Our
distributors send heaps of information, and we end up heaping it onto the customer,
placing messy piles of flyers in stacks by the checkout or on the shelves, cluttering up
the store. Organize your information. Keep it neatly stocked in a literature rack: use it to
stuff bags or add interest to a special display. Out of the free information they receive,
some stores create info packages about sports nutrition, herbs, especially for women, etc.
Other special services which can be easy to implement include special order services
and offering case discounts. A deposit can be taken on special orders or case orders to
insure that the member/shopper returns for the item. These services are what make a
small, independently owned grocery a better place to shop. Another Important service to
offer is a liberal return policy. By offering to exchange or refund a product without
question, you will build customer trust.

69

Some specially priced popular products can be bought in quantity and displayed In a
case stack or end-aisle to enhance sales. One end-aisle or area of the store can be
designated for seasonal and educational displays. This area can be used to promote backto-school menus or holiday gift ideas. A large sign can Identily the display and offer sale
prices or tidbits of information, such as the A-B-Cs of nutrition or the history of bagels.
A popular product on sale can be used to anchor the display, and other lesser known
items can be tied Into it. For example, macrobiotic products can be promoted along with
a sale on rice.
Organize your co-op's operations to offer a strong base of services and you will have
Implemented the most important element of your promotional campaign. By gaining
customer loyalty through these services, you will increase your member/customer base
and sales. Your satisfied customers will then help you increase your sales by spreading
the good news. From this base we can add more in-store promotional techniques and
Institute a public campaign.

70

CHAPTER SIX

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

OBJECTIVE OF STUDY

SCOPE OF THE STUDY

RESEARCH DESIGN

SOURCE OF DATA

SAMPLE DESIGN

71

OBJECTIVES OF THE STUDY

The main objective of the project is to analyze and

study in efficient way the current position of Coca- Cola
Company.
To perform SWOT analysis of Coca-cola globally as well
as locally. This would help us identify areas of potential
growth.
The study was aimed to perform Consumer Satisfaction
of Coca-Cola Products.
Another objective of
Competitive

analysis

the

study

between

was

to

Coca-Cola

perform
and

its

competitors.
To understand the reasons behind the purchase of
Coca-Cola products.

SCOPE OF THE STUDY:This study basically tries to discover the current position of
Coca-cola in the market. It also tries to discover the
preferences of the customers when posed with a choice
between Coca-Cola and Pepsi. It is primarily directed to the
general public but was done only in Kanpur

72

RESEARCH DESIGN
A research design is the specification of methods and
procedures for acquiring the needed information. It is overall
operational pattern or framework of the project that
stipulates what information is to be collected from which
source by what procedure. There are three types of
objectives in a marketing research project: Exploratory Research.
Descriptive Research.
Casual Research.
1.

Exploratory Research:-

The objective of exploratory research is to gather preliminary

information that will help define problems and suggest
hypothesis.
2.

Descriptive Research:-

The objective of descriptive research is to describe things,

such as the market potential for a product or the
demographics and attitudes of consumers who buy the
product.
3.

Casual Research:-

The objective of casual research is to test hypothesis about

casual and effect relationships .Based on the above
definitions it can be established that this study is a
Descriptive Research as the attitudes of the customers who
buy the products have been stated. Through this study we
are trying to analyze the various factors that may be
responsible for the preference of Coca-Cola products.

73

SOURCES OF DATA
The data has been collected from both primary as well as
secondary sources.
SECONDARY DATA:It is defined as the data collected earlier for a purpose other
than one currently being pursued. As a researcher I have
scanned lot of sources to get an access to secondary data
which have formed a reference base to compare the
research findings. Secondary data in this study has provided
an insight and forms an outline for the core objectives
established. The various sources of secondary data used for
this study are:

News papers.
Magazines.
Text books.
Marketing reports of the company.
Internet.

PRIMARY DATA:The primary data has been collected simultaneously along

with secondary data for meeting the established objectives
to provide the solution for the problem identified in this
study. The methods that have been used to collect the
primary data are: Questionnaire.
Personal Interview.
RESEARCH MEASURING TOOLS & TECHNIQUES

74

The primary tool for the data collection used in this study is
the respondents response to the questionnaire given to
them. The various research measuring tools used are:

Questionnaire.
Personal interview.
Tables.
Column charts.

SAMPLING DESIGN
An integral component of a research design is the sampling
plan. Especially it addresses three questions: Whom to
survey (sample Unit), how many to survey (Sample Size) and
how to select them (sampling Procedure). Making the census
study of the entire universe will be impossible on the
account of limitations of time and money. Hence sampling
becomes inevitable. A sample is only his portion of
population. Properly done, sampling produces representative
data of the entire population.
SAMPLE SIZE:i. Through questionnaire 150 respondents.
ii. Through personal interview 27 respondents.
SAMPLING TOOL:Questionnaire was used as a main tool for the collection of
data, mainly because it gives the chance for timely feedback
from respondents. Moreover respondents feel free to disclose
all necessary detail while filling up a questionnaire.
Respondents seeking any clarification can easily be sorted
out through tool.
AREA OF SURVEY
75

Survey of taken on selected areas of Kanpur, this survey was

taken in Kakadev, KDA, Kanpur University Area.

76

CHAPTER SEVEN

DATA ANALYSIS

DATA INTERPRETATION

ANALYSIS

77

DATA ANALYSIS
1. What is your age group-?
a) Below 18

27%

b) 18-35

31%

c) 36-50

28%

d) 51+

14%

78

2. Do you drink Soft drinks?

a) Yes97%
b) No

3%

79

3. How often do you have soft drinks per week?

Once a week
19%
Twice a week
23%
Thrice a week
29%
Everyday
27%
Rarely
2%

80

4. What drink comes to your mind when you think of soft drinks?
a) Coca-Cola

22%

b) Pepsi

17%

c) Other products of Coca-Cola

29%

d) Other products of Pepsi

25%

e) Other drinks

7%

81

5. What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle 14%
b) 300 ml Can

10%

c) 500 ml Pet bottle

36%

d) 1 litre

17%

e) 2 litre

23%

82

6. What do you feel about Coca-Cola product range?

a) Excellent

3%

b) Good

67%

c) Satisfactory

11%

d) Below Satisfactory

18%

e) Bad

1%

83

7. What occasions do you prefer to buy Coca-Cola products?

a) Festivals

2%

b) Picnics

10%

c) Parties

29%

d) Cinemas

18%

e) Just like that

41%

84

8. How much do you spend on Coca-Cola products per week?

a) 50-100

2%

b) 100-150

13%

c) 150-200

28%

d) Above 200

57%

85

9. Which you feel appropriate in comparison.

Parameters/Products Coca-Cola Products

Pepsi Products

Branding

55%

45%

Quality

51%

49%

Price

47%

53%

Taste

60%

40%

Availability

50%

50%

Satisfaction

61%

39%

86

10. Which Brand of Coca-Cola You prefer the Most?

a) Coke

23%

b) Thums-up

27%

c) Limca

22%

d) Sprite

28%

87

11. What kind of products do you want Coca-Cola to introduce in the

future?
a) Fizzy Drinks

32%

b) Fruit Drinks

41%

c) Energy Drinks

23%

d) Alcoholic Drinks

4%

88

FINDINGS

89

FINDINGS
The most popular flavor in the market is Thumps-Up.
Coca Cola is market leader and PEPSI is the market challenger in
the areas where I have surveyed.
From the Coca Cola products Thumps-Up and the Pepsi products
Dew is the highest selling in the market.
In some areas of market the performance of Pepsi is better than Coca
Cola..
In the case of the taste Pepsi is providing more tastes than the Coca
Cola.
The new product of Coca Cola, Minute-Maid is not a successful
brand in the Lucknow region.

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SUGGESTIONS

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SUGGESIONS
The company should measure consumers satisfaction regularly.
Company can increase the sales when it considering more on
retailers, their suggestions or complaints about service or product so
that necessary action can be taken.
Brand quality should be considered.
Company representatives should visit consumers and should make a
long-term relationship with consumers so that they can use the
product.
Since customers are value maximizes and their expectation to this
brand is high, as the brand image shows their quality is supervene so
the company should also take feed back at time to time. By this they
can make their brand loyal.
Distributors should be convinced to pass the incentives to the retailers
so that they are motivated to promote this brand.
Increase the number of dealers and retailers as this will help in making
high sales volume.
Brand should be provided in bigger malls & restaurant on higher
scale.

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 Try to continue the good image of the Coca-Cola by keeping more

and more good quality in services. By this the monopoly will continue
with Coke products.
Company should attains on small outlets so there sales can increase.
For marketing strategy of company should divers it business in related
this sector like Ice-Creams, butter & chocolates because of company
have visi-coolers in mostly outlets.
Now company should launch new taste of soft drinks like recently
launched Minute-Maid and also launched new product in another
flavor.
Company should search new area for sales.
In winter Season Company gives more discounts on price to increase
consumers interest in winters.
Company must make new strategy to fight local cold drinks brands.
Company should give new dealership on small towns.
Try to decrease the price of commodity in competition of Pepsi.
Company should try to maintain manpower.

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LIMITATIONS

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LIMITATIONS
The study is only confined to limited consumers.
The area of study is very small in comparison to whole Kanpur.
Non co-operative behavior of respondent was a big problem in this
survey.
The consumers may or may not reveal the true informations.

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CONCLUSION

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CONCLUSION
Everything in this world is made to utilize properly but it should be reach at
the proper person or to the proper utilized areas. Otherwise the value added
to those things became in vein.

AS THERE IS A PROVERB THAT

FAR FROM EYE, FAR FROM HEART
Thus marketing role plays a very important role in achieving the objectives
of a company. Undoubtedly, value utility is created by the manufacturer of
product or service but time and place utilities are created by marketing role.
According to Drucker, Both the market and the distribution channels are
often more crucial than the product.

They are primary: the product is secondary. In and economy like that of
India, where marginal shortages can lead to disproportion distortion in
prices, a dependable and efficient distribution system is very much essential.
The distribution system creates a value added to all most all products.
All from the above study not withstanding its restricting efforts Pepsi is still
far away with its great competitor like Coke.

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ANNEXURE

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QUESTIONNAIRE
NAME:
..............................................................................
AGE GROUP:
a) below 18
c) 36-50

b) 18-35
d) 51+

Do you drink Soft drinks?

a) Yes
b) No

How often do you have soft drinks per week?

a) Once a week
b) Twice a week
c) Thrice a week
d) Everyday
e) Rarely

What drink comes to your mind when you think of soft

drinks?
a) Coca-Cola
b) Pepsi
c) Other products of Coca-Cola
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d) Other products of Pepsi

e) Other drinks

What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle
b) 300 ml Can
c) 500 ml Pet bottle
d) 1 litre
e) 2 litre

What do you feel about Coca-Cola product range?

a) Excellent
b) Good
c) Satisfactory
d) Below Satisfactory
e) Bad

What occasions do you prefer to buy Coca-Cola products?

a) Festivals
b) Picnics
c) Parties
d) Cinemas
e) Just like that

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 What is your most preferred channel for purchasing CocaCola products?

a) Super markets
b) Retails
c) Vendor Machines
d) Pubs & Restaurants
e) Multiplexes

How much do you spend on Coca-Cola products per week?

a) 50-100
b) 100-150
c) 150-200
d) Above 200

Put (X) mark in which ever you feel is appropriate?

Which Bran of Coca-Cola You prefer the Most?

a) Coke
b) Thums-up
c) Limca
d) Sprite
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 What kind of products do you want Coca-Cola to introduce in

the future?
a) Fizzy Drinks
b) Fruit Drinks
c) Energy Drinks
d) Alcoholic Drinks
..............................................................................................
................
.
Thank you!

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BIBLIOGRAPHY
Research Methodology (Methods and Techniques)
(C.R. Kothari)
Methodology of Research in Social Science
(Krishna Swami)
Statistical Method
(V.S.P. Gupta)
Search Engine
(www.google.com )
Web Sites
(www.cocacola.com)
(www.cokeindia.com )

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