121
A PROJECT REPORT ON “COCA-COLA RURAL DISTRIBUTION OPPORTUNITY IDENTIFICATION ”
A
PROJECT REPORT
ON
“COCA-COLA RURAL DISTRIBUTION OPPORTUNITY IDENTIFICATION”
CERTIFICATE OF ORIGIN
This is to certify that MR JITENDRA SINGH, has worked in the COCA-COLA,
PARSAKHERA, BAREILLY under the able guidance and supervision of MR
PARAG MATHUR, MARKETING MANAGER.
The period for which he was on training was for six weeks, starting from 1th
June 2009 to 18th July 2009. This Summer Internship report has the requisite
standard for the partial fulfilment the Degree in MBA. To the best of our,
knowledge no part of this report has been reproduced from any other report
and the contents are based on original research.
Signature Signature
(Faculty Guide) (Student)
2
ACKNOWLEDGEMENT
I am grateful to the management of Coca-Cola Limited
(Brindavan Threads Pvt. Ltd.) for providing me an opportunity to
work as a management trainee and helping me to learn about the
market products and consumer perception about beverage
products of Coca-Cola.
I express my heartiest gratitude towards MR PARAG MATHUR
(Marketing Manager), Mr Ashish Kandelwal (Sales Manager)
for their able guidance, continuous support and co-operation
throughout my project, without which the present work would not
have been possible. Their constant review and excellent
suggestions throughout the project are highly commendable.
My heartfelt thanks go to all the executives who helped me gain
knowledge about the actual working and the processes involved in
various departments.
3
PREFACE
A comprehensive practical study of management is a supplement
to the theoretical classroom knowledge. It helps to understand the
subject more precisely.
This report tries to outline idea of professional world and helps in
understanding the pragmatic aspect of management function. Own
observation are significant towards the contribution in learning the
subject. The report is therefore as a design as a reference of
organisation function rather then copy down instrument.
The purpose of industrial training is to make management student
familiar with day today function of business. The present report is
an effort in this direction.
My humble endeavour and motive in presenting the project report
is to find out the comparison of brands between Coca-Cola and
Pepsi.
It is hoped that this project serve as a supportive documents to
research worker as effort has been tried to make this report and
informative stimulating and self explanatory.
4
THE TABLE OF CONTENT
CHAPTER SUBJECT PAGE NO
1. INTRODUCTION 7
2. OBJECTIVE OF THE STUDY 12
3. COMPANY PROFILE 14
a. BRANDING 35
b. COMPANY PRODUCTS 41
4. COMPRATIVE ANALYSIS OF COKE & PEPSI 45
5. SWOT ANALYSIS 51
6. RESEARCH METHOLOGY 54
7. FINDING & DATA ANALYSIS 60
8. LIMITATION OF RESEACH 70
9. COCLUSION 72
10. SUGGESTION & RECOMMENDATION 74
11. BIBLOGRAPHY 77
12. ANNEXURE 79
QUESTIONNAIRE
5
6
INTRODUCTION
Today India is one of the most potential markets with the population of around
1000 million people. There is a growth of 30% in the soft drink industry. These
factor are the reason for the entry of two giants in the soft drink industry in the
world to enter in the Indian market. The cola giants coke and Pepsi, together
control almost 96% of entire Indian market while other companies has only
share 4%.
In a long span, a culture transform itself over and over. The map is remade
attitude change for better or worse. Processes are invented, hailed as
revolutionary and discarded obsolete. So it was one hundred year was a very
much different world from what we have today, but at least one sense, not
very different at call. Many reasons have been advanced to explain the last
century. With over 100 yrs. Of interrupted growth despite war, economic
depression and other disturbances there be something that sets soft drink
apart from the consumer culture.
7
INTRODUCTION OF SOFT DRINK MARKET
The name “soft drink” was given by Americans as against hard drink, which is
mainly alcoholic. So in general terms non-alcoholic drinks are considers as
soft drink. Soft drink consists of flavour base, sweetener and carbonated
water.
The major participants involved in the production and distribution of soft drink
are concentrate and syrup producers bottlers and retail channel concentrate-
producers manufactures basis of soft drink flavour and send them to bottlers.
Bottlers purchase the concentrate at add carbonated water and sometime
sweeter and bottle or can the soft drink. This soft drink delivered to the
customer accounts retail channels that sales or serve the product directly to
the customers.
In USA soft drink had existed since the early 1800’s where many US druggists
had concentrate blend of fruit syrups and carbonated soda water that they
sold them at their soda fountains. Indian since the time old as Raja’s
Maharaja’ enjoyed several soft drink like lassie, jaljeera, sharbat and tea etc.
Now they have changed into soft drinks be winners in the hot cola war
between two big banners. According to Pepsi philosophy, it’s the madness
encourages executive to think, to conjure up those creative tactics to knock
the fizz out. The warriors are face to face once again here in India with
different strategies and tactics to attack the rival. Coca cola is focusing upon
8
the joint ventures with the existing bottlers to enhance its control on
manufacturing in marketing of its products range and attain the equality
standards of its class. Countering it Pepsi has taken the battle in its own
hands by floating as investment of $95 billion to set Pepsi Co. India holdings
as a subsidiary for company owned bottling operation (COBO). Both the
companies are following different path to reach the same destiny i.e. fetch the
bigger portion of aerated soft drink market in India.
Serving annually against the world average of 80. Therefore, they are putting
in their best effort to woe the Indian consumer who has to lime tea, coffee etc.
that is why water tea, coffee and nimbu pani are considered as the competitor
of soft drinks.
Cola Cola is well set with its 53 bottling sites throughout the country giving it
an edge, over competition by processing a well built and distribution set up.
On the other handm Pepsi with 2 more years in India, has been able to set an
image of winner this time in India and get the pulse of Indian soft drink market.
The soft drink giants are leaving on stone unturned and her for the long-terms.
Coca Cola has been penetrating the market through its wide product range
with a determination to change consumption pattern of soft drink in India.
Firstly, they upgraded the whole industry by introducing 300 ml bottles, which
in turn had given the industry a booming growth of 20% as compared to the
earlier 5 % they want to develop a Coca culture and are working on a strategy
of offer soft drink in every possible package. In Coca Cola camp, the idea of
9
competition has not come from Pepsi, but from the other beverages such as
Tea, Coffee, Nimbu Pani and Water etc.
Pepsi is quite aggressive in its approach to Indian consumer. They are
desperately working on the strategy to work for 1.5 hour to buy a bottle of soft
drink in comparison to the international norms of 5 minutes, a major hurdle to
cross over for both the athletes for getting No. 1 position.
10
11
OBJECTIVES OF THE STUDY
Since last few years, soft drink market is India at the end of year 2007. So
both the soft drink major viz. Coca Cola and Pepsi has been emphasizing of
placing their brand at as many outlets as possible so that could cope up with
the competition spreading at a growth rate of 8-10%, it has forecasted that it
would become Rs.9000 Crore market in India.
The main object of this project is to comprehensively analyze the distribution
of Coca-Cola and its strength in market against its rival Pepsi and also aware
the shopkeeper about the sale and display of the Coke’s brand like Thums-up,
Maaza etc.
This was done in two ways:-
a) Comprehensive market analysis was done by visiting various shops
through out Hafis ganj, Har-Har Matkali, Bulanagar, Baraur, Parothi,
Bijamau, Rinhola Kifayatullah, Hardua kifayatullah, Tanda Sadat,
Ahamdabad.
b) To make aware the shopkeeper about the schemes and promotes
them to sale Coke’s product on their counter.
c) To gave the new schemes of retailers for increasing the sales.
12
13
COMPANY PROFILE
DOUGLASN DAFT
Chairman of the board and chief
Executive officer
THE COCA COLA COMPANY
Douglas N. Daft was elected chairman board of director and chief executive
officer of the Coca-Cola company on Feb. 17, 2000 Mr. Daft is the 11th
chairman of the board in the history of company.
Mr. Daft 60 joined the company in 1969 as planning officer in Sydney,
Australia office. He held of increasing responsibility throughout Asia and in
1982 was named vice president of Coca-Cola Far East Ltd.
14
In Dec.1988 Mr. Daft was named president of north pacific division and
president of Coca-Cola (Japan) co. Ltd. He moved the company’s Atlanta
headquarters.
In 1991 to assume the responsibility of president of the pacific group and in
1991 his responsibility was expended to include the com. Africa Group and
Schweppes Beverage Division as well as the middle and Far East Group.
Mr. Daft was elected president and Chief operating officer of the Coca-Cola
com. In Dec 1999.
He serves on the board of Sun Trust Banks, the boys and girls club of
America Catalyst the Cerge-Ei foundation (Centre for economic Research and
Graduate Education-Economic Institute ) in the Czech Republic , the Lauder
Institute for Management and International Studies at the University of
Pennsylvania, the Prince of Wales International Business Leader Forum , the
Grocery Manufactures of America The British American Chamber of
Commerce ,the G100,the Woodruff Arts Centre, the Commerce Club, and the
McGraw-Hill Companies. Mr. Daft is a trustee of Emory University, the
American Assembly and the Centre for Strategic &International Studies. He is
also a member of the Trilateral Commission, the Business Council and The
Business Round Table.
15
AROUND THE WORLD
Although Coca-Cola was first created in the United State it quickly became
popular wherever it went. Our first International bottling plants opened in 1906
in Canada, Cuba and Panama soon followed by many more .Today we
produce more than 300 brands in 200 courtiers more than 70% of our income
come from outside the U.S, but the real reason we are truly global company is
that our product meet the varied taste preferences of consumer everywhere.
OUR PARTNERS
The Coca-Cola Company works with a wide variety of organization to support
health, fitness and good nutrition.
The Coalition for Healthy and Active America (CHAA) CHAA was formed in
2003 by concerned organization and national leader to educate parents,
children, schools and communities about the critical roles physical activity and
nutrition education play in reversing the alarming trends of childhood obesity.
As a non profit National grassroots coalition, CHAA is a various advocate for
developing health and active lifestyle for America’s youth. CHAA is committed
to working with schools to rededicate time for physical fitness giving parents
the freedom to their children make their own nutritional choice, building school
business model relationship that benefit our families by support healthy and
active lifestyle and finding solution to the childhood obesity that are both
responsible and realistic American Council for fitness and nutrition. The
American Council for Fitness and Nutrition (ACFN) is a group of food,
16
beverage and consumer products companies, non profit organization and
trade association working together to improve the health of Americans,
particularly youth by encouraging a healthy balance between fitness and
nutrition. The cornerstone of all ACFN initiative is the idea that lasting solution
to the nation’s obesity problem must be based on sound science and
behavioural research. Such policies are likely to help parents and their
children develop eating and exercise habits that lead to a healthier life.
Grocery Manufacture of America The Grocery Manufacture of America
(GMA) represents the food ,beverage and consumer products industry on key
issue that affect the ability of brand manufacture to market their products and
deliver superior value to the consumer.
International Food Information Council (IFIC) Foundation the IFIC
Foundation is a public education foundation disseminating sound, science-
based information on food safety nutrition and health. International Life
Science Institute (ILSI) is a non profit worldwide foundation that seeks to
improve the well being of the general public through the pursuit of balance
science. Its goal to further to understanding of scientific issue relating to
nutrition food safety toxicology risk assessment and industry.Kidnetic.com is a
fun interactive website that emphasize healthy achieved through s balance of
physical activity and responsibility eating habits The website gives young
people and their parents the tools and idea to help change habits and plant
the seeds for healthy families tomorrow.Kidnetic.com is a program of the
International Food Information Council (IFIC) Foundation.
17
National Association for Sport and Education Association for sport and
Physical Education seeks to enhance knowledge and professional practice in
sport and physical activity through scientific study and dissemination of
research based and experimental knowledge to members and public.
National Soft Drink Association (NSDA) is the trade association for America
Soft Drink Industry serving the pup.
18
HISTORY OF COLA
The Cola industry has phenomenal possibilities for rocketing profit growth
inspire of the sign of relief heaved by the manufacture at the abrupt
sensational termination of coca cola monopoly .the taste of cola is by no
means extinguished the coca. Cola have a status symbol to it generated by
the sub standard penetrated, advertising and extensive distribution network.
Total soft drink segment is growing at the rate of 10% per year still
International standard area considered the per capita consumption of these
serving in rock bottom, less than even our neighbour Pakistan and
Bangladesh where it is four more as much. So with kind of a market potential
coke entered in India in 1991. The government in Pune in 1192 the plant was
established for is deducted then the bottle are taken out of the line and
cleaned again or rejected.
The most important step is the mixing of drink concentrate dissolved in the
soft water the sugar syrup at the same time. Carbon Dioxide is passed in the
drink to the produce fizz.
After the crowing the bottle the crown contains the manufacturing data batch
number time. After crowing the bottle, the bottle comes again at checking
screen for checking the bottle.
19
THE PRESENT POSITION OF COKE IN INDIA
Coke is a house hold name and is the lips of every one. In present time every
person know the name o Coca Cola since India is one of the biggest market
and sultry summer from march the end of October and huge population has
immensely helped in the sales the sales of coke in India and its making is
more economical.
Last year the market share of Coca-Cola was not specific. In this year
company’s top management adopted new policy and increased the rate of all
brands of Coke. By this decision top management determined the rate of
300ml Rs.10.And the brand of 200ml determine the rate of this brand Rs.7
only .By which medium size family can be taken and enjoy of Coke. By this
decision company marketing share has been increased. In present time Coke
is captured approximate 60%market share in cold drink line. Now Coke
defected all the soft drink company. According to service and according to
advertising Coke has appropriate position .It has now emerged as the winner
and has a good image in the market.
20
THE FUTURE OF COCA COLA
While doing business overseas offer Coke wonderful growth opportunity. It
also had its own disadvantage. The economic slow down in various markets
and the strong had their impact on Cola’s revenues and bottom line in
1998.But the company was optimistic about the future.
Mr. Douglas investor chief executive officer of the Coca-Cola company says
“this past year 1998 has been a challenging period for the Coca-Cola
company as economic environment become uncertain in the later past 1998,
We strongly believe that our fundamental opportunities for long term growth
has not changed”.
As long as maximization of a shareholder wealth remains Coke’s focus for its
future is assured. Goizueta has state and proven to that focus on shareholder
wealth does more to the company than focus on revenue and it is no that
Coke does not enjoy volume for it is world’s no 1 soft drink manufacturer. It is
not content with this title and is aiming at higher volumes year after year.
Surely Coke will continue to grow.
Point on Roberto had reduced the company basically to its trademark and
returns are so astronomical as to be the bolds .It absolutely added jet engine
their performance.
21
BRINDAVAN BEVERAGE LIMITED, BAREILLY
Brindavan Beverage Ltd. Bottling company started during the year 1986 in
Bangalore due to humble service of Mr. S.N.Ladhani the managing director of
the company with an initial capital Rs.25 lakhs.
Brindavan Beverage Ltd .had a franchisee agreement with Parle Export Pvt.
Ltd. for 10 year to manufacture and seed its product during Nov.1993 Parle
Export sold all its 60 franchise to Coca-Cola India in order to complete to
Pepsi .In this way BBL has undergone the territory of Coca-Cola. The
company is manufacturing and selling 200ml. 300ml. 600ml and 2.00 litters of
Thums Up, Limca, Coke, Fanta, Mazaa, Sprite. Aqafina, Kinely Soda for
Bareilly and other near by districts such as Baduan, Moradabad, Rampur,
Pilibhit, Shajahanpur Lakhimpur Khiri, Nanital etc.
Brindvan Beverage Ltd has its production unit having a speed of 1520 bottles
per minute PGB located PET 40 bottle per minute at Parsakhera an industrial
area Rampur road Bareilly. The storage of filled bottle is done in a godown,
which is located next, the production unit.
The managing director, head of the organization is in change of all the
administrative matter. The marketing director is responsible for activity such
as sales promotion advertising and distribution etc. and the production
manager takes care of the production department.
22
DISTRIBUTION NETWORK
As it has been already started that this particular plant has been taken over by
the Coca-Cola Company. It has 85 distributors 9 depots and cover 16 districts
under its belt and they are still growing. The name of districts it 11 cover such
as follows.
Bareilly
Baduan
Shajanpur
Plibhit
Rampur
Moradabad
Chamoli
Pithoragarh
Lakhimpur
Nanital Almora Karnprayag Rudraprayag
Kashipur
Rudhrapur
Ramnagar
Right from the first year of the incorporation the company is running in top
profit. This is because of many reasons. One of them being that there is no
other bottling plant nearby. Also the company gives good margin to the
realtors along with various lucrative from time to time.
23
1. PACKING
Packing in 300ml, 200ml bottle are bottled here and in packs of 330ml
cans and 1000ml, 1.5liter bottle are produced from other plant & then
sold. These package filled here where as all other package are filled
here.
2. PRICE
Discount 3.7 prices per crate to distributor including 0.50 paisa per
crate as storage charges of market and go down.
[*Package that are produced from Coca-Cola India]
All pricing policies are governed by the Coca-Cola India.
3. DISTRIBUTION NETWORK
Marketing location of coverage area
4. PLACE
Maximum area of Northern U.P. and hills are covered by BBL.
24
ADVERTISMENT OF COCA –COLA
Advertisement has played a important role in the success of our products
since our first newspaper ad in 1886 which read “COCA-COLA DELICIOUS”!
REFRESH! EXILATERING! INVIGORATING! “The company used advertising
to trigger desire as often and in as many memorable .Here some highlights.
Year Punch line
2009 Open happiness
2007 Sabka thanda ek
2005 Piyo sar utha ke
2003 Thanda matlab Coca-Cola
2000 Coca-Cola enjoy
1993 Always Coca-Cola
1990 Can’t beat the real thing
1989 Can’t beat the feeling
1986 Red ,white and you
1982 Coke is it
1976 Coke adds life
1971 I ‘d like to buy the world a Coke
1969 It is the real thing
1963 Things go better with Coke
1959 Be really refreshed
1944 Global high sign
1942 It’s the real thing
1936 It Is the refreshing thing to do
1929 The pause that refreshed r
25
Fine illustrations by noted artists, including Rockwell and N.C. Wyeth were the
hallmark of early campaigns in premier magazines. Artists Haddon
Sundblom’s portraits for holiday ads, which began in the 1930s, helped mould
the national image of a red-suited.
Santa Claus, Fresh, creative and tasteful, advertising images for coca-cola
have always set a high standard of quality for other products around the
world. The company recognizes that coca-cola belongs to the billions of
consumers in every corner of the globe who have chosen it as their favourite
soft drink. Our advertising reflects that special relationship between
consumers and the simple moments of pleasure they have come to associate
with coca-cola.
26
MISSION OF THE COCA-COLA COMPANY
The mission of the coca-cola company is to increase shareholder value over
time. The company accomplished the mission by working with its business
partners to deliver satisfaction and value to customers and consumers
through a worldwide system of superior brands and services, thus increasing
brand equity on a global basis.
GUIDING PRINCIPLES OF COCA-COLA INDIA
1. We will conduct ourselves and our business activities with the highest
standards of honesty integrity and professionalism.
2. We will recognizes the positive contributions that we make as
individual team member to produce our business success.
3. We will encourage a learning environment where people can
constantly grow, develop and contribute.
4. We will strive for excellence and seek continuous improvement in
everything we do.
5. We will respect all stakeholders, including employees, partners and
suppliers and install them with a passion to deliver the highest quality
goods and services.
6. We will foster initiative and creativity by empowering individual to attain
well defined objectives.
27
COMMITMENT TO CONSUMERS
Health & Beverages
The coca-cola company is committed to offering a variety of beverages to
choose from in a broad mix of package size to suit all occasions and lifestyles.
Our commitment also encompasses adhering to the right policies in a school
encouraging and the marketplace; encouraging physical activity and
promoting nutrition educations; and continuously meeting changing consumer
needs through innovations.
When it comes to meeting the needs and the expectations of the parents,
educators, government, and, of course, the people who enjoy our products
everyday, we are listening. And we are doing things to try and make a
difference, like providing more options including those that can help people
manage their weight.
We are committed to offering products that answer your needs.
The coca-cola company now provides nearly 400 products in over 200
countries. In the United States, over half of the drinks people now choose are
low calorie soft drinks, juices, sports drinks and waters. And the 15 new low
calorie options we added in 2005 provide even more choices. Learn about
some of our products in the get refreshed sections.
28
We are committed to supporting physical activity.
Our supports of program that provide nutrition and physical education help get
over 4 million kids in the U.S. alone informed and up and moving. Plus we
support many more programs around the world to help young people discover
the fun in fitness and strive towards a healthier future. Go to our get active
sections to find out more.
We’re committed to helping you make informed choices about nutrition
Beginning in 2006, we will be providing you with more useful information
about our beverages and their ingredients beyond the label on the package.
this information designed to help you decide the right role for our products for
yourself and your family. Read more about it in our get smarter sections.
We are committed to listening to your wishes in our advertising
practises.
Parents have told us that they prefer to be the gatekeeper when it comes to
what to serve their children. And for over 50 years we have adhered to a
company policy that prohibits marketing full-sugar carbonated soft drink on
television programs primarily viewed by children.
As your need and tastes changes, we are changing right along with you,
doing all we can do to help make every drop count.
29
QUALITY
We ensure the quality and safety of our beverages through the coca-cola
quality system (TCCQS), our integrated approach to managing quality,
environment, health and safety. We continuously review TCCQS to ensure it
meets the most stringent and up to date global requirements related to food
safety, as well as quality management methods, industry best practise and
marketplace conditions.
In our ingredients evaluation laboratories, for example, we perform precise
analyses of fruit juices and other ingredients sent to us by our suppliers, to
ensure and to improve product quality. Our processes, too, undergo constant
security, to safeguard the water we use in our products and the packaging
that carries them to our consumers. We inform and educate our business
partners about our standards so that they meet the highest quality
requirements. Under TCCQS, quality is our highest business objective and
our enduring obligations.
30
The coca-cola quality system
The worldwide initiative involving very aspect of our business. Everyone who
works for or with coca-cola is empowered and expected to maintain the
highest standards of quality in products, processes and relationship. TCCQS
mandates in-depth self-assessment throughout our operations, by all our
business units. This enables us to continually raise our standards.
The latest version of our system-evolution 3, launched in 2004 has been
externally benchmarked against international quality standards ISO 9001. It
also incorporates Hazards Analysis Critical Control Point System.
BOTTLELING TODAY
From the world’s largest cities to its most remote villages, our bottling system
is made up of locally rooted enterprises committed to quality. The coca-cola
component bottling partners exert an influence on economic development and
actively participating in community life through local events and philanthropic
activities.
31
BOTTLERS AND CUSTOMERS
Bottlers are critical local link. They sell and market our brands to business and
institutions- retail chains, supermarkets, restaurants, small neighbourhood
grocers, sports and achievements venues, school and colleges, among
others. These customers, in turn, are where you go when you want to coke or
one of our brands.
For each of our customers, providing the right mix of the company products
and packages at the right price is the foundation of mutual success. Local
consumer tastes determine the brands and packages type a particulars
customer wants us to supply.
Bottlers in many countries offer tours of their facilities to schoolchildren and
adult groups. Contacts the local bottlers in your region for more information in
tours and other activities that our bottlers sponsor.
The market of Pepsi/coke has generated most debate whether foreign
marketers should be allowed it or not. The launch of Pepsi in 1989 was
accompanied by protectionists gyrations from Indian players, market leader
Thums up’s sell out to coca-cola elicited similar outrage. Then came
betterment over the issue of bottle size standardisations ‘later comer” coke
(which was evicted in 1977 and re-entered in 1933) tried offering more cola at
32
a lower price Pepsi which had some of its early investments tied in 250 ml
bottle went fountain way.
Today, both foreign brands have come to India’s best loved brands. The
perception of their beings “aliens” in India soil has faded away and coke-Pepsi
advertising have become a grand source of entertainment to much urbanity.
The coca-cola which has re-entered India in after a 16 year long exile from
1977 and struck a strategic with thumps up market parle products is aiming to
raise the country’s pathetically low per capita income consumption by playing
on brand nostalgia. Pepsi address the young crowd by appealing teenagers.
As the companies are operating in a Darwinian market place, where the
principles of natural selection lead to “survival of the fittest”, market place
success goes to those companies best matched to the environmental
imperative- those who can deliver what people are ready to buy.
33
BRANDING
What is brand?
A brand is name, term, sign, symbol or design or a combination of them which
is intended to identify the goods or services of one seller or group of sellers
and to differentiate them from those of competitors.
A trade mark is “a brand of a part of brand that is given legal protection
because it is capable of exclusive appropriation.”
Manufactures can use their own brands (known as Manufacturers brands) or
brands of their distributors (Distributors brands).
Why Branding?
Manufacturers/Distributors use brand names for a variety of reasons from
simple identification purpose to having legal protection for unique features of
the products from imitations and help consumers recognize certain quality
parameters. In some cases brands are just used to endow the product with
unique story and character which itself can be a basis for product
differentiation.
34
Special importance of brands for soft drink products
While brands can represent all types of goods or entities, they have special
importance for products. Brands equities are stronger in soft drink products as
the consumer is reluctant to try unknown brands/ unbrands products for the
following reasons
These products individually account for a small part of house hold
spending.
Most of these products are for personal use.
In many cases, it is difficult to differentiate a product on technical or
functional grounds and therefore the consumer is reluctant to switch to
an unknown brand.
Successful brands generate strong cash flows, which enable the owner
of the brand to reinvest a part of it in the form of aggressive
advertisements/promotions. This reinforces the perceived superiority of
a brand.
35
How a brand is created?
Soft drink companies spends enormous sums on building a brand equity by
way of
Advertisements/publicity
Free samples- low entry price
Promotions (schemes for dealers, consumers etc)
Advertisement and promotion can induce trials but for sustained loyalty, the
manufacturer has to offer superior quality and value for money. Most
successful brands are founded on a chance discovery of a new product/
process of assiduous research and development work. Major players invest in
R&D on their existing brands and improve the product quality continuously to
maintain their edge over competitors.
VALUATION OF BRANDS:
Value of a brand is represented by the incremental cash flow resulting from a
product with a brand versus a product without a brand name or with weaker
brand name.
36
Brand valuation is a complex process and involves a lot of subjectivity. There
are no widely accepted techniques of brand valuation. There are several
considerations which cannot be standardized or quantified such as
To pre-empt competition from taking over a brand
Synergy with the company acquiring existing brands/businesses.
Strategic entry into a new product category.
Prevent damage to existing brands, Many a times stiff competition
results in price cutting, aggressive promotions, lower margins for all
the competing brands.
Confidence in the acquirer of the brand to rejuvenate a languishing
brand.
Value of an acquired brand:
In case of an acquired brand, price paid for the brand over and above the
value of tangible assets, represents value of the brand. For accounting
purposes consideration paid for the brand is typically broken up as follows:
Goodwill Trademark and Patents
Technology and know-how
Non compete agreement
Some of the popular methods for valuation of brands are discussed
below
37
Bert technique (intra-brand Pic) values brands based on following factors.
It gives scores on each factor and values the brand as multiple of
sales/earnings based on the aggregate score.
USP’s of the brand
Stability of the brand
Markets namely the industry in which the brand is in use.
International of the brand commanding a higher weight age than a
local brand.
The long term trends of the brands
Brands receiving consistent investment are more valuable.
Legal protection commanded by brands through registration and
trade mark laws. Quality of support received by the brands.
Cost basis- The valuation is done by aggregating all costs incurred on a
brand from the conception stage. These costs include market survey,
research & development, launch and subsequent advertising expenditures.
These costs are adjusted for inflation and present values are calculated. Then
adjustments are made to provide for discount in case of a declining trend in
the product life cycle or premium in case of ascending trend in market share
and product life cycle.
38
Market Value- Valuation at market price (the best bidder quote) can be at
divergence from the fundamental value of the brand. For instance, a large
company may pay an abnormally high price to protect its major brand or
remove a nuisance from the market or derive synergies in its existing
business. Such valuations are subjective.
Earning model- In this method, valuation is done by identifying, separating
and quantifying earnings that can be attributed to the brand and capitalizing
these earnings at a suitable discounting rate. The multiple would depend on
several factors such as category growth prospect, emerging competition and
brand’s relative position, edge in terms of technology, strength of loyalty to the
brand etc.
Brands of Coca-Cola Brands of Pepsi
Coke Pepsi
Thums Up 7 Up
Limca Mirinda (Lemon)
Fanta (orange) Mirinda (Orange)
Maaza Slice
Sprite Mountain Dew
M.M.P.O Tropicana
Aqua fina
Kinley
Fanta (apple)
39
COMPANY PRODUCTS
COKE BRANDS IN INDIA ORIGIN
COCA-COLA:
Developed in brass products in 1886, coca-cola is the most recognised and
admired trademark around the globe. Not to mention the best selling soft drink
in the world.
SPRITE:
In 1961, a citrus flavoured drink made its u.s. debut, using “sprite boy” as
inspiration for the name. This elf with silver hair and a big smile was used in
1940s advertising for coca-cola. Sprite is now the fastest growing major soft
drink in the u.s., and the world’s most popular lemon-lime soft drink.
FANTA:
The name “FANTA” was first registered as a trademark in Germany in 1941,
when it was used for a few years for the soft drink created from available
material and flavours. The name was then revived in 1955 in Naples, Italy,
40
when it was used for the “FANTA” orange drink we know today. It is now the
trademark name for a line of flavoured drink sold around the world.
DIET COKE:
The extension of the coca-cola name begun in 1982 with the introduction of
diet coke (also called coca-cola light in some countries). Diet coke quickly
becomes the number- one selling low-calories soft drink in the world.
VANILA:
It is an ice-cream in taste launched in 2004.
LIMCA:
This is thirst—quenching beverages features a fresh and light lemon-lime
taste and a light hearted attitude. The limca brand introduced in 1971 and
acquired by the coca-cola company in 1993.
41
MAAZA:
Maaza launched in 1984 and acquired by the coca-cola company in 1993, is a
non-carbonated mango soft drink with a rich, juicy natural mango taste.
THUMPS UP:
In 1993, the coca-cola company acquired this brand, which was originally
introduced in 1977. its strong and fizzy taste makes it unique carbonated
Indian cola.
KINLEY WATER :
This is the thirst quenching beverages features fresh the water with the
saturated oxygen level.
SUNFILL:
This in the thirst-quenching beverages a fresh and light orange taste and a
light hearted attitude.
42
VISION OF COCA COLA
The long term vision of coca-cola in India is to provide exceptional
strategic lead to the coca-cola in India.
Through coca-cola system resulting in consumer and customer
preference and loyalty through coca-cola commitment to them and in a
highly profitable coca-cola corporate branded beverages system.
MISSION OF COCA COLA
The mission of Coca-Cola in India is:
Increase the share holder value over time.
To achieve the above by working with business partner to deliver
satisfaction and value to customers and consumers through worldwide
system of superior brand and services thus increasing the brand equity.
To achieve the mission of the company seeks the contribution from each
of the given areas:
People working in the company.
Commitment to the company.
Goals and objectives of the company.
Environmental policy.
Internal control.
Policy and producers.
43
44
COMPARATIVE ANALYSIS OF COKE AND PEPSI
The soft drink market all over the world has been witnessing to neck to neck
battle between the two major players, coca-cola and he Pepsi since the very
beginning. The thirst quenchers are trying to have the major chunk of the pie
of carbonated soft drink market. Both the player are spending their energies in
building capacity, infrastructure, promotional activities etc.
Coca-cola being 11 years older than Pepsi has dominated the scene in most
of the soft drink markets in the world and enjoying leadership in terms of
market share. But the coca-cola people are finding it hard to keep away
Pepsi, which has been narrowing the gaps regularly. the two are posing
threats to each other in every nook and corner of the world wide coca-cola
has been earning most of its bread and butter through beverages sales, Pepsi
has multi products portfolio with some portion from the same business.
The two warriors are face to face once again herein India with different
strategies and tactics to attack the rivals. Coca-cola is focussing upon the joint
venture with the existing bottlers (Fobo) franchise owned bottling operations
to enhance its control on manufacturing and marketing of its products range
and attain quality standards of its class. Countering its Pepsi has taken the
battle of its own hands by floating as investment of $ 95 billion to set Pepsi
company. India holdings, as subsidiaries for (Cobo) company owned bottling
operations. Both companies following different path to reach the same destiny
45
i.e. to fetch the bigger portion of aerated soft drink market. Both consider India
as a Hugh potential market, as per capita consumption here is mere 3 serving
annually against the world average of 80. therefore, they are putting there
best efforts to woo the Indian consumer who has to work for 1.5 hours to buy
a bottle of soft drink. In comparison to international norms minutes, a major
hurdle to cross over for the athletes for getting no. 1 position comparison to
the inter. Coca-cola is well set with its 53 bottling sites through out the country
giving it an edge over competition by processing a well-built bottling and
distribution set up. On the other hand, Pepsi, with two more years in India, has
been able to set as image of a winner in India and has been able to get the
pulse of the Indian soft drink market. The soft drink giants are leaving on
stone unturned and her for the long terms.
Coca-cola has been penetrating the market through its worldwide products
range with a determination to change consumption pattern of soft drink in
India. Firstly, they upgraded the whole industry by introduction 300ml bottles,
which in turn had given the industry a booming growth of 20% as compared to
the earlier 5%. They meant to develop a coca culture here and are working on
a strategy to offer soft drink in every possible package. In Coca-Cola camp,
the idea of competition has not come from Pepsi. But from the other
beverages such as tea, coffee, nimbus, pani, water etc. Pepsi is quite
aggressive in its approach to Indian consumer. They are desperately working
on the strategy to be the winner in the hot cola war between two big baron.
According to Pepsi philosophy, it is the madness that encourages executive to
think, to conjure up those creative tactics to knock the fizz out of their
46
competition. Pepsi has plumbed a large on the visibility of its blue red and
white logo. They have been going with aggressing marketing by putting AMIR
khan, Akshay Kumar and their advertisement to endorse their brand, the role
models of its targeted consumer the teenagers. They have increased the fizz
in the market place by introducing the dispensers called fountain Pepsi and
have been enjoying a lead over its rival there. Coca-cola on the other hand,
has been working in the saying slow and steady wins the race’s side by
retailing to every more of its competitors. They have procured the shield of
thumps up with a handsome market share in Indian soft drink market.
Countering commercial that used two chimpanzees to rock a snoop at coke,
thumps up with the ad line, don’t be bender, and taste the thunder Also.
Thumps up has been positioned now them very near to that young image of
Pepsi and giving it a through time.
These cool merchants have put everything on fire. Its coke gets the status of
the official drink of the wills. World cup, Pepsi blushes as nothing official about
it. As thumps up projected as ‘saare jahan se achcha’, pepsi was passionate
enough with ‘freedom to be’ and now the “yeh dil maange more” when thumps
up came with thunder blast, the offered “Pepsi stuff card”. If red is meant for
coke, Pepsi chosen to be blue.
“In the U.S., it’s a closer race between coke and Pepsi”, said Bonnie Herzog,
an industry analyst with smith Barney. “When you look outside of the U.S. i
think coca-cola has the lead.
47
Indeed, 75% of cock’s profits now come from the foreign markets it
dominates. While back home the slugfest has gone on for decades.
“I think makes us all better”, said Pepsi vice president of marketing; Katie
Lacey. It’s alone thing about working in a very competitive category. You
absolutely are on your toes. We do not let it dictate how are or think everyday.
We are focused on how we are going to grow our brands.
With public opinion split, there’s is no. of problem for both coke and Pepsi.
Volumes of carbonated soft drink I north America are growing at less than one
present a year. Meanwhile, sports drinks like Gatorade are growing at 15%
year. And bottled water is expending by 26 permanent annually. In a
saturated soft drink market; water is where the growth and money are,
according to Herzog. For now, Pepsi’s Aquafina is beating coke’s Dasani in
the water wars.
It’s just the latest front in a battle between hundreds of cock and papsi brands.
Diet coke vs diet pepsi, sprite vs. mountain dew, nestle vs. Lipton Tropicana
vs. minute maid. And the list goes on.
But for Pepsi- it’s not all about drinks. Some 60% of it’s profits come from its
snack business. From Fritos to lays to crack jack and Tostitos, Pepsi has
virtual monopoly, with no competition with coca-cola.
48
“They are going after the younger consumer who purchase a single serve
products, at a convenience store 9-13”, said Todd Stender, who fellows the
company at Crowell Weedon and co.”, and that’s really where the profits are”.
Cokes, meanwhile, just scored a big coup by winning the soft drink business
at subway, a fast food chain now bigger that McDonald’s, that had previously
served only Pepsi.
49
50
SWOT ANALYSIS
STRENGTH:
1. Coca-cola potential brands position in the market.
2. Good quality and innovation of product for long term customer
relationship.
3. Good advertising campaign, and brand ambassador.
4. Advertisement campaign more effective and change punch line make.
Emotional touch with customer and retail.
5. High investment in research and development.
6. Coca-cola has a good market share.
7. Segment of coke product to every age group.
8. To satisfy of retail or through schemes SGA, display.
WEAKNESS:
1. Lack of proper distribution in many areas.
2. Lack availability 1 it & 1.5 it product pack.
3. Lack supply of Kinley water in the market.
4. Rising No. of date dealers that will wrong effect in market condition.
5. Retailers are not getting schemes at any time.
6. No distribution enough to retailers.
51
OPPORTUNITY:
1. Coke is able to large market share.
2. More monopoly counters of coke brand.
3. To improve market mix (product, price, promotion, place)
4. To increase the sale on kinley water.
THREATS:
1. Pepsi is the major competitors, that means watch myopia in the market
every time.
2. Pepsi has captured major market of 500ml, 1.5 & 2 it.
3. Retailers divert to Pepsi because they are getting good schemes and
SGA signage. Increase local brand in the Cock’s.
52
53
RESEARCH METHODOLOGY
In data collection two methods are used, one is qualitative and one is
quantitative method. In quantitative technique, analysis tool to find the share
of coca-cola in Bareilly.
RESEARCH OBJECTIVES
The first objective of my report is to analyze strength of Coke vs. other
competitive companies.
The second objective of my report is to find out the growth opportunities for
company in the allotted particular area.
SOURCES OF DATA
Method of data collection is primary data as well as the secondary data. I
collected primary data through direct communication with retailers and the
help of questionnaire and secondary data by magazines, journals,
newspapers and various websites related to the coca-cola on internet.
54
RESEARCH DESIGN
I have used descriptive research design technique.
OPERATIONAL SETUP
The success of any survey is depends upon resources, quality and timing and
integrity of the surveyor who compiles the primary data. So it is a very
important task is to manage all the available resources which make impact on
the quality of survey.
APPROACH
The approach behind a surveyor the project varies with the purpose of the
survey. Under this project, “quantitative” approach is used which is concerned
with the objective assessment of the availability and display that is clearly
visible and can be easily quantified. No subjective is involved in this report.
AREA OF SURVEY
The area of survey is Jogi Nawada [Kankar Tola, Hajiya Pur, Lodhi Tola, &
Sanjay Nagar. For performing any survey a sample is selected from the
population. All the consumers are chosen from different location of Bareilly
city.
55
PLANNING
For a successful compilation and best result within a limited time the planning
was must. In this way the first step was to design an appropriate data form we
can say it questionnaire that covers all the mandatory areas of information
that is to be analyzed. The data from which I was used to collect data was
designed by my immediate supervisor.
SCHEDULE
To achieve the desired goal it was necessary to make schedule of tasks which
were handed over to us. So keeping in view the original objective, the content
of the schedule was prepared. Then i and my group members collected data
from the desired field. Since the data form distribution and collection was an
official work so it was a time taking process. In the meantime it was our work
to keep in touch with our fields.
SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to
attain answer to question’ to survey and to control the variances. According to
this project’s/ surveys the analytical, interpretive/objective design was chosen.
56
DATA COLLECTION METHOD
The two sources for data collection are documentary and secondary and field
or primary is used because I have to collect the information, which is fickle in
nature, the availability and display of the product changes even each and
every day, therefore questionnaire is selected as the survey instrument. The
forms used for the survey were close ended questionnaire consisting of
various items.
I have covered Bareilly city & took data of different areas it was great to visit
company like “Coca-Cola”, season like “summer” and product like “Cold
Drink”, combining all the factors together make the sample design for the
project very important for the real extract from the market. According to my
judgment and to cover all the areas the sample was selected, the sample size
was 100 shops.
57
STATISTICAL TOOLS
Representation of statistical data by diagram, graphs, charts, or pictures is
more effective then tabular representation being easily intelligible to layman.
Indeed diagrams are most essential whenever it is required to convey any
statistical information to the generic public.
The more important types of diagram which is use in statistical work are:-
BAR DIAGRAM
Mode of diagrammatic representation of data is the bar diagram. In this
method the bar of equal width are taken for the different items of the series.
The lengths of the bar represent value of the variables concerned.
PAI CHART
It is a circle whose area is divided proportionately among the components by
straight lines drawn from the centre to the circumference of the circle. When
statistical data are given for a number of categories and we are interested in
the comparison of various categories or between a part of the whole, such a
diagram is very helpful in effectively displaying the data and the type of
sampling is convenient and judgment sampling.
Sample size : 100
58
59
FINDING AND DATA ANALYSIS
1. THE QUESTION WAS TO KNOW THE ASSETS CAOMPARISON OF
COKE AND PEPSI BRAND ON THE BASIS OF
A. SIGNAGE
B. COOLER
C. RACK
SIGNAGE COOLER RACK
COKE 70 60 40
PEPSI 30 25 10
OWN 15
The above table shows that the Coke Is invented a huge in to given the
signage, cooler, rack in comparison of Pepsi Co to the retailers, dealers
etc.
60
2. THE SECOND QUESTION WAS TO PRODUCT COMPARISON OF
COKE & PEPSI BRANDS AVAILABLE IN THE GLASS BOTTLES.
A. IN BLACK FLAVOUR (200 ml.)
COKE37%
THUMS UP
37%
PEPSI26%
COKE
THUMS UP
PEPSIZ
COKE
BRAND
NO. OF
AVAILABILTY
PEPSI
BRAND
NO. OF
AVAILABILTY
COKE 250 PEPSI 175
THUMS UP 250
The above table shows that coke brand in a class bottle in a class of
200ml with black flavour captured the 74% market area in comparison
of the brand of Pepsi of 200ml in black flavour.
61
B. IN ORANGE FLAVOUR (200 ml.)
COKE
BRAND
NO. OF
AVAILABILITY
PEPSI
BRAND
NO. OF
AVAILABILITY
FANTA 200 MIRINDA 125
The above survey shows that the coke brand in orange flavour of
200ml captured the 62% market sales in comparison to the sale of
pepsi brand in orange flavour of 200ml i-e .38%.
FANTA62%
MIRINDA38%
FANTA
MIRINDA
62
C. IN WHITE FLAVOUR (200 ml.)
0
20
40
60
80
100
120
140
160
SPRITE LIMCA DEW 7UP
Series1
COKE
BRAND
NO. OF
AVAILABILITY
PEPSI
BRAND
NO. OF
AVAILBILITY
SPRITE 150 DEW 35
LIMKA 150 7UP 50
The above table shows coke brand in white flavour if 200ml is captured
the 78%market sale in comparison to the Pepsi brand in white brand in
200ml i-e.22%.
63
A. BLACK FLAVOUR (600 ml.)
0
50
100
150
200
250
COKE THUMS UP PEPSI
Series1
COKE
BRAND
NO. OF
AVAILABILITY
PEPSI
BRAND
NO. OF
AVAILABILITY
COKE 200 PEPSI 75
THUMS Up 150
The above table shows that the coke brands available in black flavour
of 600ml in captured 83%market sales in comparison to the pepsi
brands in black flavour of 600ml i-e.18%.
64
B. IN ORANGE FLAVOUR (600 ml.)
FANTA
MIRINDA
0
20
40
60
80
100
120
FANTA MIRINDA
Series1
COKE
BRAND
NO.OF
AVAAILABILITY
PEPSI
BRAND
NO.OF
AVAILABILITY
FANTA 100 MIRINDA 50
The above table shows that the coke brand in orange flavour of 600ml
is captured the 67%market sales in comparison to the Pepsi brand of
orange flavour i-e 33%.
65
C IN WHITE FLAVOUR (600 ml.)
Sprite
Limca
dew
7UpSprite
Limca
dew
7Up
COKE
BRAND
NO. OF
AVAILABILITY
PEPSI
BRAND
NO. OF
AVAILABILITY
SPRITE 75 DEW 30
LIMCA 75 7UP 35
The above table shows that the coke brands of white flavour in 600ml
is captured 70% marketing comparison to the Pepsi brands in white
flavour i-e.30%
66
THE FOURTH WAS DIFFERENTIATING THE BRANDS
ON THE AVAILABILITY OF JUICE.
600 ML. PACK
MAAZA44%
MMPO7%
FROOTI30%
SLICE19%
MAAZA
MMPO
FROOTI
SLICE
COKEBRAN
D
NO. OF
AVAILABILITY
PEPSIBRAN
D
NO. OF
AVAILABILITY
MAAZA 60 FROOTI 40
MMPO 10 SLICE 25
The above table shows that the coke brands available in juice from
600ml is captured the51% market sales in comparison to the Pepsi &
other brands available in juice from i-e.49%.
67
1 LITER PACK
MAAZA41%
MMPO13%
SLICE21%
FROOTI25%
MAAZA
MMPO
SLICE
FROOTI
COKE
BRAND
NO. OF
AVAILABILITY
PEPSI
BRANDS
NO. OF
AVAILABILITY
MAAZA 50 SLICE 25
MMPO 15 FROOTI 30
The above table shows that the coke brand in Juice form available in 1
lt. pack is captured 54% market in comparison to Pepsi & other brand
available in the Juice form that is 46%.
68
69
LIMITATION OF RESEARCH
1. The area of study is limited to the merchandising and route productivity
aspect of the system, while the marketing has other crucial area to which
were left uncharted.
2. The study is limited to eastern region of coca cola which is a multinational
company, so the area plays as a constraint in the study.
3. The time period allotted for the study was only of two months, which may
provide a deceptive picture in comparison of the study based on long run.
4. The study was based on both primary and secondary data but the
relevance of the secondary data may not be justified.
5. The success of any survey based upon the quality and integrity of surveyor
who collect the basic data by expressing the subject under the study and
the by basic data by expressing the subject under the study and on the
respondents who provide the data required by filling up the questionnaire
the accuracy of the data collected solely depends upon the cooperation
and truthfulness of the person who is being interviewed.
6. Interaction skill as well as the behavior of the respondents also played as
constraints during the research.
70
71
CONCLUSION
In this survey i observe that coca cola is covered all areas of
Bareilly. If we compare the market share that we found that the
coca cola is holding 75% of market share as compare to 25%
Pepsico in Bareilly city.
There is a communication gap in distribution channel so retailers
are not getting advantage of discounting and trade scheme.
Company sales executive should inspect the market time to time
while they do not interest so that some retailers are unsatisfied with
the company.
If retailer’s complaint’s regarding discounting and trade scheme the
he is not responded properly.
Retailers do not get the company’s schemes.
Distributors have not maintained proper stocks so that the retailers
do not get all the products by while sale, discounting and trade
scheme are affected.
72
73
SUGGESTION & RECOMMENDATION
Doing a survey on consumer market provided a lot of insight
into the dynamic of the market place and with it valuable insight
were also gained into the psyche of consumer and owners.
1. SUPPLY
The demand of Thumsup and Maaza far exceed the supply especially
in case of 200ml and pet bottles. Few shop owners’ clamed that
many a times no supply is made for 3 days and some times even
more.
Sometime the delivery vans of coca-cola starts late from the
distribution point and that of rivals reach early so eateries which
generally soft drinks in the glass, buy the soft drinks from the delivery
van which arrives first.
Salesman at the delivery van to be inconsistent on certain meters
likes the concept of broken bottles. When dealing with the shop and
the eatery owners some salesman do exchange bottles while do not.
All flavor and all size of bottles are kindly available in the market.
74
2. COMPANY PRESENTATION
Owners confirmed that company representatives don’t come
when called repeatedly.
The company must ensures that the representatives do visit an
outlet at least once in 3 days to listen and to complaints, if any.
3. SALES PUSH BY EAT DRINK OUTLET
The company easily influenced many eatery owners, which them
with betters facilities. There was a tendency to push the product
of the company which ever offered them better scheme or
benefits.
75
76
BIBLIOGRAPHY
BOOKS:
Research Methodology, Kothari C.R. Research Methodology
Methods and Technology, New Delhi, Wishwa Prakashan edition
2003.
Multi level and Direct Marketing, Brabnding Kotler, phillip, Marketing
Management, Delhi, Pearson Education (Singapore) Pvt. Ltd. 11 th
edition.
Marketing strategy, Varshney, R.L. and Bhattacharya, B.,
International marketing management, New Delhi, Sultan Chand and
sons edition 2003.
WEB-SITES:
www.coca-cola.com
www.google.com
www.ask-jeeves.com
www.distributing-company.com
OTHERS:
Company Profile
Retailing, company souvenirs.
77
78
QUESTIONNAIRE
Date ……………
Name of the retailer …..……………………….….
Full address & Contact No.…………………..……
Age group:-
(a) Below 15 (b) 15-20 (c) 20-25
(d) 25-30 (e) 30-35 (f) 35-40
1. Which particular brand customers ask more?
(a) Coca-Cola (b) Pepsi (c) Other
2. Which flavor are you sale more?
(a) Thums-up (b) Limmca (c) Maaza (d) Coke (e) Other
3. Which company advertisement and publicity level is high in your opinion?
(a) Coca cola (b) Pepsi (c) Other
4. In your opinion which brand of Juice is most demanded or popular?
(a) Coke (b) Pepsi (c) Others
5. Which brand is more available in your retailer’s shops?
(a) Cola (b) Citric (c) Fruit Flavored
79
6. Which brand advertisement appeals you most?
(a) Coke (b) Pepsi (c) Others
7. Most effective punch line in your opinion of?
(a) Coke (b) Pepsi (c) Others
8. Are you satisfied with Coca-Cola and its services?
(a) Yes (b) No
9. Any Suggestion from your side which can help us
……………………………………………………………………..
…………………………………………………………………….
Thank you very much for your kind cooperation!!!!!!!
80
81
