Bba 3rd Year Project

EXECUTIVE SUMMARY
This report has been prepared with a specific purpose in mind. It

outlines the history and current scenario of the Coca-Cola Company
globally and locally. The first part of the study takes us through the
present state of affairs of the beverage industry and Coca-Cola
Company globally.
The report contains a brief introduction of Coca Cola Company and

Coca-Cola India and a detailed view of the tasks, which have been
undertaken to analyze the market of Coca-Cola i.e. we have
performed Competitive, analysis of Coca-Cola India in order to
identify areas of potential growth for Coca-Cola. We have also given
a brief description of Trends and Forces that are affecting Coca-Cola
Company globally.
The main objective of this project report is to analyze and study in

efficient way the current position of Coca- Cola Company. The study
also aims to perform Market Analysis of Coca-Cola Company & find
out different factors effecting the growth of Coca-Cola. Another
objective of the study was to perform Competitive analysis between
Coca-Cola and its competitors. Apart from these objectives this study
is also conducted to understand the Customer preferences towards
various Coca-Cola products.
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INTRODUCTION
About the Company-
Coca-Cola the product that has given the world its best known taste
was born in Atlanta, Georgia on may 1886. Coca-Cola Company is
the world’s leading marketer and distributor of non –alcoholic
beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling
and canning operators, distributors, fountainers, retailers and fountain
wholesalers. The company’s beverage product comprises of bottled
and canned soft drinks as well as concentrates, syrups and not-ready-
to-drink powder products.
In addition to this, it also produces and markets sports drinks, tea and
coffee. The Coca-Cola Company began building its global network in
the 1920s Now operating in more than 200 countries and producing
nearly 400 brands, the Coca Cola system has successfully applied a
simple formula on a global scale.”Provide a moment of refreshment
for a small amount of money-a billion times a day.
The Coca Cola Company and its network of bottlers comprise the
most sophisticated and pervasive production and distribution system
in the world. More than anything that system is dedicated to people
working long and hard to sell the products manufactured by the
company. This unique worldwide system has made the Coca Cola
company the world’s premier soft – drink enterprise. From Boston to
Beijing from Montreal to Moscow, Coca Cola, more than any other
consumer product, has brought pleasure to thirsty consumers around
the globe.
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For more than 115 years, Coca-Cola has created a special
moment of pleasure for hundreds of millions of people every day.
The company aims at increasing shareowner value over time. It

accomplishes this by working with its business partners to deliver
satisfaction and value to consumers through a worldwide system of
superior brands and services, thus increasing brand equity on a global
basis. They aim at managing their business well with people who are
strongly committed to the company values and culture and providing
an appropriately controlled environment, to meet business goals and
objectives. The associates of this company jointly take responsibility
to ensure compliance with the framework of policies and protect the
company’s assets and resources whilst limiting business risks.

ABOUT THE TOPIC
Customer Satisfaction
The definition of customer satisfaction has been widely debated as

organizations increasingly attempt to measure it. Customer can be
experienced in a variety of situations and connected to both goods and
services. It is a highly personal assessment that is greatly affected by
customer expectations. Satisfaction also is based on the customer’s
experience of both contact with the organization (the “moment of
truth” as it is called in business literature) and personal outcomes.
Some researchers define a satisfied customer within the private sector
as “ one who receives significant added value” to his/her bottom line-
a definition that may apply just as well to public services. Customer
satisfaction differs depending on the situation and the product or
service. A customer may be satisfied with a product or service, an
experience, a purchase decision, a salesperson, store, service provider,
or an attribute or any of these. Some researchers completely avoid
“satisfaction” as a measurement objective because it is “too fuzzy an
idea to serve as a meaningful benchmark”. Instead they focus on
customer’s entire experience with an organization or service contact
and the detailed assessment of that experience.
For example, reporting methods developed for health care patient

surveys often ask customers to rate their providers and experiences in
response to detailed questions such as, “How well did your physicians
keep you informed?” These surveys provide “actionable” data that
reveal obvious steps for improvement. Customer satisfaction is a
highly personal assessment that is greatly influenced by individual
expectations.

Some definitions are based on the observation that customer
satisfaction or dissatisfaction results from either the confirmation or
disconfirmation of individual expectations regarding a service or
product .To avoid difficulties of customer expectations and
differences, some experts urge companies to “concentrate on a goal
that’s more closely linked to customer equity.” Instead of asking
whether customers are satisfied they encourage companies to
determine how customers hold them accountable customer
satisfaction, a business term is a measure of how products and
services supplied by a company meet or surpass customer expectation.
It is seen as a key performance indicator within business.
Customer satisfaction depends on the product’s performance relative

to a buyer’s expectation, the customer is dissatisfied. If preference
matches expectations, the customer is satisfied. If preference is
exceeded expectation the customer is highly satisfied or delighted
outstanding marketing insurance companies go out of their way to
keep their customer satisfied. Satisfied customers make repeat
purchases insurance products and tell other about their good
experiences with the product. The key is to match customer
expectations with company performance. Smart insurance companies
aim to delight customers by promising only what they can deliver,
then delivering more than the promise. Consumers usually face a
broad array of products and services that might satisfy a given need.
Consumers make choices based on their perception of the value and
satisfaction that various products and services deliver.
Customer value is the difference between the vlues the customer gains
from owning and using a product and the costs of obtaining the
products customers from expectations about the value of various
marketing offers and buy accordingly. Customer expectations are
based on past buying experiences, the opinion of friends and marketer
and competitor information and promises.

Customer satisfaction with a purchase depends on how well the
product’s performance lives up to the customer’s expectations.
Customer satisfaction is a key influence on future buying behaviour.
Satisfied customers buy again and tell others about their good
experiences to others.
An insurance provider open only to active only to active duty, retired

and separated military members and their immediate families and
therefore not included in the rankings achieved a satisfaction ranking
equal to that of any insurance company.
In general customer satisfaction with auto insurance providers

decreased significantly, with 20 of 21 companies surveyed decreasing
in satisfaction from the previous year. Insurance is the only carrier
that did not experience decline in satisfaction . Though consumers
report their insurance carriers are resolving their claims and problems
faster. Business survive because they have customers who are willing
to buy thrir products and services. However, many businesses fails to
“check” in with their customers to determine whether they are happy
or not and what will make or keep them happy.
According to U.S consumers affairs department ,it costs five times

more to gain a new customer than to retain a existing one. Other
studies have repeated that with just five percent increase in customer
retention’s a firm can raise its profitability customers spend salary ata
first, but with succeeding years of good experience, they will spend
increasingly more.
Depending on the industry and the nature of the bad experience,

dissatisfied customers will complain to 10-20 friends and
acquaintances, which is three times more than those with good
experiences are. Hence, the negative information is influential and
consumers generally place significant weight on it when making a
decision.

If that is not the reason enough , fierce competitor is needed more and
more to differentiate firms from one another .With technology
available to virtually every one today, the traditional features and cost
advantages and no longer relevant. Still product and service quality
provides an enormous opportunity to distinguish a firm from the rest.
The Japanese have recognized this and have though us to expect
quality .Today’s consumers do and they know more about products
and services that they need.
Customers are the best source of information. Whether to improve an

existing product or service or whether firms are planning to launch
something new. There is no substitution for “getting it from horse’s
mouth .When you talk to your customer directly , to increase your
odds for achieving success you “mistake proof” your decisions and
work on what really matters. When you routinely ask the customers
for feedback and involve them in business they. In turn, become
committed to the success of the business.

A BRIEF INSIGHT - THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG), also known as Consumer
Packaged Goods (CPG) are products that have a quick turnover and
relatively low cost. Consumers generally put less thought into the
purchase of FMCG than they do for other products.
The Indian FMCG industry witnessed significant changes through the

1990s. Many players had been facing severe problems on account of
increased competition from small and regional players and from slow
growth across its various product categories. As a result, most of the
companies were forced to revamp their product, marketing,
distribution and customer service strategies to strengthen their
position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry
had changed significantly. With the liberalization and growth of the
Indian economy, the Indian customer witnessed an increasing
exposure to new domestic and foreign products through different
media, such as television and the Internet.

Apart from this, social changes such as increase in the number of
nuclear families and the growing number of working couples resulting
in increased spending power also contributed to the increase in the
Indian consumers' personal consumption. The realization of the
customer's growing awareness and the need to meet changing
requirements and preferences on account of changing lifestyles
required the FMCG
producing companies to formulate customer-centric strategies. These

changes had a positive impact, leading to the rapid growth in the
FMCG industry. Increased availability of retail space, rapid
urbanization, and qualified manpower also boosted the growth of the
organized retailing sector.
HLL led the way in revolutionizing the product, market, distribution

and service formats of the FMCG industry by focusing on rural
markets, direct distribution, creating new product, distribution and
service formats. The FMCG sector also received a boost by
government led initiatives in the 2003 budget such as the setting up of
excise free zones in various parts of the country that witnessed firms
moving away from outsourcing to manufacturing by investing in the
zones.
Though the absolute profit made on FMCG products is relatively
small, they generally sell in large numbers and so the cumulative
profit on such products can be large. Unlike some industries, such as

automobiles, computers, and airlines, FMCG does not suffer from
mass layoffs every time the economy starts to dip. A person may put
off buying a car but he will not put off having his dinner.
Unlike other economy sectors, FMCG share float in a steady manner

irrespective of global market dip, because they generally satisfy rather
fundamental, as opposed to luxurious needs. The FMCG sector, which
is growing at the rate of 9% is the fourth largest sector in the Indian
Economy and is worth Rs.93000 cr. The main contributor, making up
32% of the sector, is the South Indian region. It is predicted that in the
year 2010, the FMCG sector will be worth Rs.143000 cr. The sector
being one of the biggest sectors of the Indian Economy provides up to
4 million jobs. (Source: HCCBPL, Monthly Circular)

A BRIEF INSIGHT - BEVERAGE INDUSTRY IN
INDIA
In India, beverages form an important part of the lives of people. It is
an industry, in which the players constantly innovate, in order to come
up with better products to gain more consumers and satisfy the
existing consumers.
BEVERAGES
NON-
ALCOHOLIC
ALCOHOLIC
NON-
CARBONATED
CARBONATED
COLA NON-COLA NON-COLA
The beverage industry is vast and there various ways of segmenting

it. The different ways of segmenting it are as follows:
 Alcoholic, non-alcoholic and sports beverages.

 Natural and Synthetic beverages.
 In-home consumption and out of home on premises consumption.

 Age wise segmentation i.e. beverages for kids, for adults and for
senior citizens.
 Segmentation based on the amount of consumption i.e. high levels of
consumption and low levels of consumption.
If the behavioural patterns of consumers in India are closely noticed,

it could be observed that consumers perceive beverages in two
different ways i.e. beverages are a luxury and that beverages have to
be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the
beverage industry, it is important to address this issue so as to
encourage regular consumption as well as and to make the industry
more affordable.
Four strong strategic elements to increase consumption of the

products of the beverage industry in India are:
 The quality and the consistency of beverages needs to be enhanced so

that consumers are satisfied and they enjoy consuming beverages.
 The credibility and trust needs to be built so that there is a very strong
and safe feeling that the consumers have while consuming the
beverages.
 Consumer education is a must to bring out benefits of beverage
consumption whether in terms of health, taste, relaxation,
stimulation, refreshment, well-being or prestige relevant to the
category.

 Communication should be relevant and trendy so that consumers are
able to find an appeal to go out, purchase and consume.
 The beverage market has still to achieve greater penetration and also a
wider spread of distribution. It is important to look at the entire
beverage market, as a big opportunity, for brand and sales growth in
turn to add up to the overall growth of the food and beverage industry
in the economy.

COMPANY PROFILE
WINNING CULTURE:
Our Winning Culture defines the attitudes and behaviours that will be
required of us to make our 2020 Vision a reality.
LIVE OUR VALUES :

Our values serve as a compass for our actions and describe how we
behave in the world.
 Leadership: The courage to shape a better future.
 Collaboration: Leverage collective genius.
 Integrity: Be real.
 Accountability: If it is to be, it's up to me.
 Passion: Committed in heart and mind.
 Diversity: As inclusive as our brands.
 Quality: What we do, we do well.
FOCUS ON THE MARKET:
 Focus on needs of our consumers, customers and franchise partners.
 Be insatiably curious.
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 Get out into the market and listen, observe and learn.
 Possess a world view.
 Focus on execution in the marketplace every day.

WORK SMART:
 Act with urgency.
 Remain responsive to change.
 Have the courage to change course when needed.
 Remain constructively discontent.
 Work efficiently.
ACT LIKE OWNERS:

 Be accountable for our actions and inactions.
 Steward system assets and focus on building value.
 Reward our people for taking risks and finding better ways to solve
problems.
 Learn from our outcomes -- what worked and what didn’t.
BE THE BRAND:
Inspire creativity, passion, optimism and fun.

HISTORY OF COCA-COLA
The prototype Coca-Cola recipe was formulated at the Eagle Drug and
Chemical Company, a drugstore in Columbus, Georgia by John
Pemberton, originally as a coca wine called Pemberton's French Wine
Coca. He may have been inspired by the formidable success of Vin
Mariani, a European cocawine.
In 1886, when Atlanta and Fulton County passed prohibition

legislation, Pemberton responded by developing Coca-Cola,
essentially a non-alcoholic version of French Wine Coca. The first
sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.
It was initially sold as a patent medicine for five cents a glass at soda
fountains, which were popular in the United States at the time due to
the belief that carbonated water was good for the health.[9] Pemberton
claimed Coca-Cola cured many diseases, including morphine
addiction, dyspepsia, neurasthenia, headache, and impotence.
Pemberton ran the first advertisement for the beverage on May 29 of
the same year in the Atlanta Journal.
By 1888, three versions of Coca-Cola — sold by three separate

businesses — were on the market. Asa Griggs Candler acquired a
stake in Pemberton's company in 1887 and incorporated it as the Coca
Cola Company in 1888. The same year, while suffering from an
ongoing addiction to morphine, Pemberton sold the rights a second
time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O.

Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic
son Charley Pemberton began selling his. own version of the product.
John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the
other two manufacturers could continue to However, in 1914, Dozier came
forward to claim her signature on the bill of sale had been forged, and subsequent
analysis has indicated John Pemberton's signature was most likely a forgery as
well. use the formula. So, in the summer of 1888, Candler sold his beverage under
the names Yum Yum and Koke. After both failed to catch on, Candler set out to
establish a legal claim to Coca-Cola in late 1888, in order to force his two
competitors out of the business. Candler purchased exclusive rights to the formula
from John Pemberton, Margaret Dozier and Woolfolk Walker.
In 1892 Candler incorporated a second company, The Coca-Cola Company (the

current corporation), and in 1910 Candler had the earliest records of the company
burned, further obscuring its legal origins. By the time of its 50th anniversary, the
drink had reached the status of a national icon in the USA. In 1935, it was
certified kosher by Rabbi Tobias Geffen, after the company made minor changes
in the sourcing of some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894. The first
outdoor wall advertisement was painted in the same year as well in Cartersville,
Georgia. Cans of Coke first appeared in 1955. The first bottling of Coca-Cola
occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891.
Its proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn
bottles, very different from the much later hobble-skirt design that is now so
familiar. Asa Candler was tentative about bottling the drink, but two
entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B.
Whitehead, proposed the idea and were so persuasive that Candler signed a
contract giving them control of the procedure for only one dollar.

Candler never collected his dollar, but in 1899 Chattanooga became
the site of the first Coca-Cola bottling company. he loosely termed
contract proved to be problematic for the company for decades to
come. Legal matters were not helped by the decision of the bottlers to
subcontract to other companies, effectively becoming parent bottlers.
Coke concentrate, or Coke syrup, was and is sold separately at
pharmacies in small quantities, as an over-the-counter remedy for
nausea or mildly upset stomach. On April 23, 1985, Coca-Cola, amid
much publicity, attempted to change the formula of the drink with
"New Coke". Follow-up taste tests revealed that most consumers
preferred the taste of New Coke to both Coke and Pepsi, but Coca-
Cola management was unprepared for the public's nostalgia for the old
drink, leading to a backlash. The company gave in to protests and
returned to a variation of the old formula, under the name Coca-Cola
Classic on July 10, 1985. On February 7, 2005, the Coca-Cola
Company announced that in the second quarter of 2005 they planned
to launch a Diet Coke product sweetened with the artificial sweetener
sucralose, the same sweetener currently used in Pepsi One. On March
21, 2005, it announced another diet product, Coca-Cola Zero,
sweetened partly with a blend of aspartame and acesulfame
potassium. In 2007, Coca-Cola began to sell a new "healthy soda":
Diet Coke with vitamins B6, B12, magnesium, niacin, and zinc,
marketed as "Diet Coke Plus”. On July 5, 2005, it was revealed that
Coca-Cola would resume operations in Iraq for the first time since the
Arab League boycotted the company in 1968.

In April 2007, in Canada, the name "Coca-Cola Classic" was changed
back to "Coca-Cola." The word "Classic" was truncated because
"New Coke" was no longer in production, eliminating the need to
differentiate between the two. The formula remained unchanged.
In January 2009, Coca-Cola stopped printing the word "Classic" on

the labels of 16-ounce bottles sold in parts of the southeastern United
States. The change is part of a larger strategy to rejuvenate the
product's image. In November 2009, due to a dispute over wholesale
prices of Coca-Cola products, Costco stopped restocking its shelves
with Coke and Diet Coke.

Coca-Cola India was the leading soft drink brand in India till 1977
when it was forced to close down its operation by a socialist
government in the drive for self sufficiency. After 16 years of
absence, coca cola returned to India and witnessed a different culture
and economic platform. During their absence, Parle brothers
introduced a new type of cola called THUMS UP. Along with, they
also formulated a lemon flavoured drink, LIMCA, and mango
flavoured, MAAZA. In1993, coca cola bought the whole Parle
Brother operation, in a hope to beat the main competitor (Pepsi). They
presumed that with the tried and tested products of Parle they will be
able to regain their throne in the Indian soft drink market. Pepsi
having a 6 year head start helped revive the demand for global cola
but it was not easy for the soft drink giant (coca cola) to return to
India. Pepsi put more focus on the youth of the country in their
advertisements but coca cola tried influencing Indians with the
‘American’ way of life, which turned out to be a mistake.

Coca-Cola invested heavily in India for the first five years, which got
them credit of being one of the biggest investor in the country;
however, their sales figures were not so impressive. Hence, they had
to re-think their market strategies. Coca-Cola learned from Hindustan
Lever that reducing their will result in more turnover, hence leading to
profit. They launched an extensive market research in India.
They ascertained that in India 3 As must be applied; Affordability,

Availability and Acceptability. Coca-Cola learnt that they were
competing with local drinks such as “Nimbu Pani”, “Narial Pani”,
“Lassi” etc. and reached to a conclusion that competitive pricing was
unavoidable. Since then they introduced a 200 ml glass bottle for Rs.5
Further, they had different advertising campaigns for different regions
of the country. In the southern part, their strategy was to make
Bollywood or Tamil stars to endorse their products. In various regions
they tried portraying coca cola products with different regional food
products. One of the most famous ad campaigns in India was ‘Thanda
Matlab Coca-Cola’; they featured the same quote with different
regional entities.
Presently, Coca-Cola is the biggest brand in soft drinks and is way

ahead in market share i.e. 60% in Carbonated Soft drinks Segment,
36% in Fruit drinks Segment, 33% in Packaged water Segment,
compared to its arch rival, Pepsi.

Diversifying their product range and having a competitive pricing
policy, they have regained their throne. With virtually all the goods and
services required to produce and market Coca-Cola being made in
India, the business system of the Company directly employs
approximately 6,000 people, and indirectly creates employment for
more than 125,000 people in related industries through its vast
procurement, supply, and distribution System.
The Indian operations comprises of 50 bottling operations, 25 owned

by the Company, with another 25 being owned by franchisees. That
apart, a network of 21 contract packers manufactures a range of
products for the Company.
On the distribution front, 10-tonne trucks – open bay three-wheelers

that can navigate the narrow alleyways of Indian cities – constantly
keep our brands available in every nook and corner of the Country’s
remotest areas.

PRODUCTS OF COCA-COLA INDIA
COCA-COLA:-
In India Coca-Cola was leading soft drink till 1977 when Government
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 remote and
inaccessible
parts of the nation.
Over the past fourteen years has enthralled consumers in India by

connecting with passions of India – Cricket, movies, music & food.
Coca-Cola’s advertising campaigns “Jo Chaho Ho Jaye” & “Life
Ho Toh Aise” were very popular & had entered youths vocabulary. In
2002.Coca-Cola launched its iconic campaign “Thanda Matlab
Coca-Cola” which sky rocketed the brand to make it India’s favourite
soft drink brand.
GLASS PET CAN

FOUNTAIN
200ml, 300ml, 500ml, 1.5L, 330 ml VARIOUS
500ml, 1000ml 2L, 2.25L, SIZES
500ml, 100ml
Table - 1.0

LIMCA:-
Limca was introduced in 1971 in India. Limca has remained

unchallenged as the No.1 sparkling drink in the cloudy lemon
segment. The success formula is the sharp fizz and lemoni bite
combined with the single minded proposition of the brand as the
provider of “Freshness”.
Limca can cast a tangy refreshing spell on anyone, anywhere. Derived

from “Nimbu” + “Jaise” hence Lime Sa, Limca has lived up to its
promises of refreshment and has been the original thirst choice of
millions of customers for over 3 decades.
GLASS PET CAN FOUNTAIN
200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

500ml, 1000ml 2.25L, 500ml, 100ml
Table - 1.1

THUMS UP:-
Thums up is a leading sparkling soft drink and most trusted brand in

India. Originally introduced in 1977, Thums up was acquires by The
Coca-Cola Company in 1993. Thums up is known for its strong, fizzy
taste and it confident, mature and uniquely masculine attitude. This
brand clearly seeks to separate the men from the boys.
GLASS PET FOUNTAIN

CAN
200ml, 300ml, 500ml, 1.5L, 330 ml VARIOUS
500ml, 2L, 2.25L, SIZES
1000ml 500ml,
100ml
Table - 1.2
SPRITE:-
Sprite a global leader in the lemon lime category is the second largest
sparkling beverage brand in India. Launched in 1999, Sprite with its
cut-thru perspective has managed to be a true teen icon.

200ml, 300ml 500ml, 600ml, 330 ml VARIOUS SIZES
1250ml, 1500ml,
2000ml, 2250ml
Table – 1.3
FANTA:-
Fanta entered the Indian market in the year 1993. Over the years Fanta
has occupied a strong market place and is identifies 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. This positive imagery is associated with happy, cheerful
and special times with friends.
GLASS PET CAN FOUNTAIN
200ml, 300ml 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

2.25L, 500ml, 100ml
Table – 1.4

MINUTE MAID PULPY ORANGE:-
The history of the Minute Maid brand goes as far back as 1945 when
the Florida Food Corporation developed orange juice powder. The
company developed a process that eliminated 80% of the water in the
orange juice, forming a frozen concentrate that when reconstitute
created orange juice. They branded it Minute Maid a name connoting
the convenience and the ease of preparation. Minute Maid thus moved
from a powdered concentrate to the first ever orange juice from
concentrate.
The launch of Minute Maid in India (started with the south of the
country) is aimed to further extend the leadership of Coca-Cola in
India in the juice drink category.
MAAZA:-
Maaza was introduced in late 1970’s. Maaza has today come to

symbolise the very spirit of mangoes. Universally loved for its taste,
colour, thickness and wholesome properties, Maaza is the mango
lover’s first choice.
RGB PET POCKET MAAZA
200ml, 250ml 250ml, 600ml, 1.2L 200ml

KINLEY:-
The importance of water can never be understated, Particularly in a

nation such as India where water governs the lives of the millions, be
it as a part of everyday ritual or as the monsoon which gives life to the
sub continent. Kinley water comes with the assurance of safety from
the Coca-Cola Company.
Available in PET 500ml and 1000ml.
GEORGIA GOLD COFFEE:-
Georgia coffee was introduced in India in 2004. The Georgia gold

range of Tea and coffee beverages is the perfect solution for office
and restaurant needs. Today Georgia coffee is available at Quick-
Service Restaurants, Airports, Cinemas and in Corporates across all
major cities.
HOT BEVERAGES Espresso, Americano, Cappuccino, Caffe Latte, Mochaccino,

Hot Chocolate, Cardamon Tea.
COLD BEVERAGES Ice Teas, Cold Coffee.
Table – 1.6

RESEARCH METHODOLOGY
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 PESTLE and 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 Market Analysis of Coca-Cola

Company & find out different factors effecting the growth of Coca-
Cola.
 Another objective of the study was to perform Competitive analysis

between Coca-Cola 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 New
Delhi, Noida and Greater Noida
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.

1. 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.
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
The primary tool for the data collection used in this study is the
respondent’s response to the questionnaire given to them. The various
research measuring tools used are:-
 Questionnaire.
 Personal interview.
 Tables.
 Percentages.
 Pie-charts.
 Bar-charts.
 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 Tools Respondents Number

Questionnaire Customers 150
Personal Interview Customers 27
Total 177
Table – 1.7

FIELD WORK:-
The study was conducted in Raniganj ( West Bengal ) and Haripur (

West Bengal)
 The questionnaires were given to the respondents to fill in order to get

their feedback.
 Questions were read out to the respondents and the answers were
noted.
LIMITATIONS OF THE STUDY:-
The main purpose of this study is get idea about the preference of the
customers towards various Coca-Cola products. But there are certain
factors which affects this study they are as follow-
 Since the sampling procedure was judgmental, the sample selected

may not be true representative of the population.
 Economic and market conditions are very unpredictable (Present and

future).
 The project duration is limited to 4 weeks so it limits the area of

study.
 The study was confined to ( West Bengal ) and Haripur ( West

Bengal) due to which the result cannot be applied universally.

DATA ANALYSIS
Respondents based on age group

180
Number of respondents
160
140
120
100
80
60
40
20
0
Below 20 20-30 30-40 40-50 above 50
Number of respondents 10 159 6 1 1
Fig 2.4
Respondents based on gender
37%
Male
63%
Female
Fig 2.5

AGE GROUP & GENDER:
From Fig 2.4, we can comprehend that 90% of total respondents belong to the age group of 20-
30. This is because most of the consumers that prefer or consume Coca-Cola products belong to
this age group. About 6% belong to age group below 20 and 3% belong to age group of 30-
40.Form Fig 2.5, we come to know that the gender ratio of the total respondents is almost 2:1
(male: female).
Frequency of soft drink consumption
60
40
20 Series1
0
Once a Twice a Thrice a Everyday Rarely
week week week
Fig 2.6
Weekly expenditure of coca-

cola products (INR)
4% 3%
12%
50-100
100-150
81% 150-200
Above 200
Fig 2.7

SOFT DRINK CONSUMPTION & EXPENDITURE:
From Fig 2.6, we interpret that about 48% of the total respondents
consume soft drinks rarely or once a week. About 35% respondents
consume soft drinks twice or thrice a week and only 18% consumes
soft drinks every day.
From Fig 2.7, we interpret that about 81% of the respondents spend
only Rs. 50-100 a week on Coca-Cola products, which is very low as
compared to the global scenario. This creates a potential growth
market for Coca-Cola India. About 12% spends from 100-150 a week
& 7% spend above 150.

Purchasing Portal Preference
S
120
e
100
r
80 i
60 e
40 s
20 1
0
Supermarkets Retails Vendor Pubs & Multiplexes
Machines Restaurant
Vendor Pubs &

Supermarkets Retails Multiplexes
Machines Restaurant
Series1 26 103 8 20 20
Fig 2.8
PURCHASING PORTAL PREFERENCE:
From the above data, we have ascertained that preferred portal for
purchase of Coca-Cola products is the retail shops i.e. 58%. This is
probably because not all communities in India have supermarkets and
other purchasing channels present nearby, whereas, we can find retail
shops in every corner.19% prefer to purchase from Supermarkets and
Vendor machines. 23% prefer to purchase from Pubs, Restaurants and
Multiplexes.

Occasions/Reasons for consumption
Just like that
Parties
Cinemas
Picnics
Festivals
0 20 40 60 80 100 120
Festivals Picnics Cinemas Parties Just like that

Series1 3 4 26 40 104
Fig 2.9
REASON FOR CONSUMPTION:
From this graph, we infer that there is no specific occasion why

people purchase Coca-Cola products. Although some of the
advertising campaigns target special occasion or festivals. From Fig
2.9 it is concluded that 59% respondents purchase Coca-Cola without
any specific reason. About 23% purchase for the purpose of parties,
15% purchase while watching movies in the cinemas and only about
4% purchase during festivals and for picnic purposes.

Opnion About Coca-Cola Products
Bad
Below Satisfactory
Satisfactory
Good
Excellent
0 20 40 60 80 100 120
NO. OF RESPONDENTS
Fig 2.10
Products expected by consumers from

Coca-Cola
Fizzy drinks Fruit drinks Energy drinks Alcoholic drinks
20% 14%
26% 40%
Fig 2.11
OPINION ABOUT COCA-COLA PRODUCTs & PRODUCTS

EXPECTED BY CONSUMERS:
From Fig 2.10, we infer that though the respondents are more than
satisfied by the Coca-Cola product range they would still like the

company to introduce new drinks. From Fig 2.11, we conclude that
about 40% would like to see a new fruit drink being added to the
product basket, 26% want energy drinks, 20% alcoholic drinks and
only 14% want another fizzy drink. Majority of the people wanting to
see a fruit drink is mainly because people are more health conscious
now and want to manage their calorie intake.
Quantity preference
90 S
Number of responses
80 e
70
60 r
50 i
40 e
30 s
20
10 1
0
200-250 ml 300 ml Can 500 ml Pet 1 litre 2 litre
Glass bottle bottle
200-250 ml 500 ml Pet

300 ml Can 1 litre 2 litre
Glass bottle bottle
Series1 47 33 83 5 9
Fig 2.12

QUANTITY PREFERENCE:
From Fig 2.12, we infer that about 47% of respondents prefer to

purchase PET bottle of Coca-Cola Products. About 27% prefer to
purchase glass bottles, 19% prefer Can of 300ml and only 8% prefer 1
& 2 litre bottles of Coca-Cola.
Availability
Pepsi products
Coca-Cola products
85 86 87 88 89 90
Coca-Cola products Pepsi products

Series1 90 87
Fig 2.13
Satisfaction
Pepsi products
Series1
Coca-Cola products
0 50 100 150
Fig2.14

AVAILABILITY & SATISFACTION:
From Fig 2.13, it’s clear that there is slight difference between the
availability of products of Coca-Cola and Pepsi. About 51%
respondents think that Coca-Cola products are much easily available
in the market.49% consider that availability of Pepsi products is more
in the market.
About 70% of respondents are satisfied with the Coca-Cola products

while as 30% respondents are satisfied with the Pepsi products as
shown in Fig 2.14.

SUGGESTIONS
The suggestions made in this section are based on the market study
conducted as part of “Coca-Cola India”. The suggestions are arranged
in order of priority, highest first.
 Perform a detail demand survey at regular interval to know about the

unique needs and requirements of the customer.
 The company should make hindrance free arrangement for its

customers/retailers to make any feedback or suggestions as and when
they feel.
 The company should focus to bring some more flavors like health
drinks and other low-calorie offerings. Coca-Cola India can also
introduce some fruit based drinks, as it has already entered the
energy drink arena with “Burn”.
 Coca-Cola’s distribution channel is mostly through retail. Whereas the

competitors also concentrates more on the multiplexes, pubs and
restaurants. Coca-Cola should try to increase their distribution in these
areas.
 The company must keep a watch on its primary competitors in market

in order to be able to compete with them.

 The company should use new attractive system of word of mouth
advertisement to keep alive the general awareness in the whole
market as a whole.
 The company should be always in a position to receive continuous

feedback and suggestions from its customers/ consumers as well as
from the market and try to solve it without any delay to establish its
own good credibility.
 A strong watch should be kept on distributors so that the goodwill of

the BRAND doesn’t get affected.

CONCLUSION
Though there were certain limitations in the study that was conducted.
The sample allowed for some conclusions to be drawn on the basis of
analysis that was done on the data collected.
The data has clearly indicated that Coca-Cola products are more
popular than the products of Pepsi mainly because of its TASTE,
BRAND NAME, INNOVATIVENESS and AVAILABILITY,
thus it should focus on good taste so that it can capture the major part
of the market. The study also indicated that the consumers are
satisfied with the Coca-Cola products and purchase them without any
specific occasions.
In today’s scenario, customer is the king because he has got various

choices around him. If you are not capable of providing him the
desired result he will definitely switch over to the other provider.
Therefore to survive in this cutthroat competition, you need to be the
best. Customer is no more loyal in today’s scenario, so you need to
be always on your toes.

BIBLIOGRAPHY
BOOKS:
 Marketing Management – Kotler Philip.

 Research Methodology – Kothari.
WEBSITES:
 www.thecoca-colacompany.com
 www.news.bbc.co.uk
 www.india-server.com
 www.magindia.com
 www.coca-colaindia.com
 www.wikiinvest.com
 www.open2.net
OTHERS
 Annual report of Coca-Cola 2008.
Annual report of Coca-Cola 2009.

ANNEXURE
QUESTIONNAIRE
 NAME:
..............................................................................
 GENDER:
a) Male b) Female
 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
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
 What is your most preferred channel for purchasing Coca-Cola 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?

Parameters / Product Coca-Cola Products Pepsi Products
1) Branding
2) Quality
3) Price
4) Taste
5) Availability
6) Satisfaction
 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

4.
RESEARCH
METHODOLOGY

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EXECUTIVE SUMMARY

This report has been prepared with a specific purpose in mind. It

The report contains a brief introduction of Coca Cola Company and

The main objective of this project report is to analyze and study in

Reg:-210170025 RICIS Pg No- 01

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The company aims at increasing shareowner value over time. It

Reg- 210170025 RICIS Pg No-03

The definition of customer satisfaction has been widely debated as

For example, reporting methods developed for health care patient

Reg- 210170025 RICIS Pg No-04

Customer satisfaction depends on the product’s performance relative

Reg- 210170025 RICIS Pg No-05

An insurance provider open only to active only to active duty, retired

In general customer satisfaction with auto insurance providers

According to U.S consumers affairs department ,it costs five times

Depending on the industry and the nature of the bad experience,

Reg- 210170025 RICIS Pg No-06

Customers are the best source of information. Whether to improve an

Reg- 210170025 RICIS Pg No-07

The Indian FMCG industry witnessed significant changes through the

Reg- 210170025 RICIS Pg No-07

producing companies to formulate customer-centric strategies. These

HLL led the way in revolutionizing the product, market, distribution

Reg- 210170025 RICIS Pg No-07

Unlike other economy sectors, FMCG share float in a steady manner

Reg- 210170025 RICIS Pg No-07

COLA NON-COLA NON-COLA

The beverage industry is vast and there various ways of segmenting

 Alcoholic, non-alcoholic and sports beverages.

Reg- 210170025 RICIS Pg No-07

If the behavioural patterns of consumers in India are closely noticed,

Four strong strategic elements to increase consumption of the

 The quality and the consistency of beverages needs to be enhanced so

Reg- 210170025 RICIS Pg No-08

Reg- 210170025 RICIS Pg No-0

LIVE OUR VALUES :

Reg -210170025 RICIS Pg No-

ACT LIKE OWNERS:

Inspire creativity, passion, optimism and fun.

Reg -210170025 RICIS Pg No-

In 1886, when Atlanta and Fulton County passed prohibition

By 1888, three versions of Coca-Cola — sold by three separate

Reg -210170025 RICIS Pg No-

In 1892 Candler incorporated a second company, The Coca-Cola Company (the

Reg -210170025 RICIS Pg No-

Reg -210170025 RICIS Pg No-

In January 2009, Coca-Cola stopped printing the word "Classic" on

Reg -210170025 RICIS Pg No-

Reg -210170025 RICIS Pg No-

They ascertained that in India 3 As must be applied; Affordability,

Presently, Coca-Cola is the biggest brand in soft drinks and is way

Reg -210170025 RICIS Pg No-

The Indian operations comprises of 50 bottling operations, 25 owned

On the distribution front, 10-tonne trucks – open bay three-wheelers

Reg -210170025 RICIS Pg No-

parts of the nation.

Over the past fourteen years has enthralled consumers in India by

GLASS PET CAN

Reg -210170025 RICIS Pg No-

Limca was introduced in 1971 in India. Limca has remained

Limca can cast a tangy refreshing spell on anyone, anywhere. Derived

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES