“A STUDY ON BRAND PREFERENCE OF SOFT DRINKS

AMONG YOUTH IN BELAPUR (NAVIMUMBAI)”

Dissertation Submitted to the

D.Y. Patil University School of Management

In partial fulfilment of the requirements for the award of the

Degree of

BACHELORS OF BUSINESS ADMINISTRATION

Submitted by:

SHIPRA RASTOGI

(BBA CORE 015082)

Submitted To:

Assistant Prof. Dr. Kiran khairnar

D.Y. Patil University

School of Management

CBD Belapur, Navi Mumbai

March 2017

1
“A STUDY ON BRAND PREFERENCE OF SOFT DRINKS
AMONG YOUTH IN BELAPUR (NAVIMUMBAI)”
Dissertation Submitted to the

D.Y. Patil University School of Management

In partial fulfillment of the requirements for the award of the

Degree of

BACHELORS OF BUSINESS ADMINISTRATION

Submitted by:

SHIPRA RASTOGI

(BBA CORE 015082)

Submitted To:

Assistant Prof. Dr. Kiran Khairnar

D.Y. Patil University

School of Management

CBD Belapur, Navi Mumbai

March 2017

2
 DECLARATION

I hereby declare that the dissertation “A STUDY ON BRAND PREFERENCE

OF SOFT DRINKS AMONG YOUTH IN BELAPUR (NAVI-MUMBAI)”
submitted for the Full time BBA Degree at Dr. D.Y. Patil University School of Management is
my original work and the dissertation has not formed the basis for the award of any degree,
associate ship, fellowship or any other similar titles.
I hereby declare that this report is purely my personal work in every form.

I hereby also declare that I have checked the data through the plagiarism software and it has
been found to be pure and true. I am solely responsible for any plagiarism that is found in this
dissertation report.

PLACE: Mumbai

DATE: 16 /03/2018

SIGNATURE OF THE STUDENT

3
 CERTIFICATE

This is to certify that the dissertation entitled “A STUDY ON BRAND

PREFERENCE OF SOFT DRINKS AMONG YOUTH IN BELAPUR
(NAVI-MUMBAI) is the bona fide research work carried out by SHIPRA
RASTOGI, student of Full Time BBA, at D.Y. Patil University School of
Management during the year 2015- 2018, in partial fulfillment of the
requirements for the award of the Degree of Bachelors in Business Management
and the dissertation has not formed the basis for the award previously of any
degree, diploma, associate ship, fellowship or any other similar title.

Guide Name: Dr. Kiran Khairnar Dr. R. Gopal

Designation: Assisant Prof. Director & HOD

DYPUSM D.Y. Patil University

School of Management

Place: Mumbai

Date: 16/03/2018

4
 ACKNOWLEDGEMENT

In the first place, I thank the Dr. D.Y. Patil University, School of Management,
Navi Mumbai for giving me an opportunity to work on this project.

I would also like to thank Dr. R.Gopal (Director & HOD) & Assistant Prof. Dr.
Kiran Khairnar Dr. D.Y.Patil University School of Management, Navi Mumbai
for having given me his valuable guidance for the project. Without his help it
would have been impossible for me to complete the project.

I would be failing in my duty if I do not acknowledge with a deep sense of gratitude

the sacrifice made by my parents and thus have helped me in completing the
project work successfully.

SIGNATURE OF THE STUDENT

PLACE: Mumbai

DATE: 16/3 2018

5
 TABLE OF CONTENTS

Sr. No. TOPIC PAGE

A LIST OF TABLES 7

B LIST OF FIGURES 7

EXECUTIVE SUMMARY 8 – 10

1 INTRODUCTION 11
2 BEVERAGE INDUSTRY 11 - 13

2.1 SOFT DRINK INDUSTRY IN INDIA 14 - 26

2..2 MAJOR PLAYERS IN SOFT DRINK 27
INDUSTRY
2.2 COCA-COLA INDUSTRY 28 - 48

2.3 PEPSICO INDUSTRY 49 – 59

2.4 MARKET TRENDS IN SOFT DRINKS 59 – 60
3 OBJECTIVES OF STUDY 61

4 SCOPE OF THE STUDY 62

5 REVIEW LITERATURE 63 – 67

6 RESEARCH METHODOLOGY 68 – 70

7 LIMITATIONS OF THE STUDY 71

8 DATA ANALYSIS AND 72 - 85

INTERPRETATION
9 FINDINGS OF THE STUDY 86 – 87
10 CONCLUSIONS OF STUDY 88
11 SUGGESTION OF STUDY 89
12 ANNEXURE 90

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 12.1 QUESTIONNAIRE 90 – 95
12.2 BIBLIOGRAPHY 96
12.3 PLAGIARISM REPORT

LIST OF TABLES

Table No. Name Page No.

1. PRICING OF COCA-COLA PRODUCTS

2. PRICING OF PEPSICO PRODUCTS

LIST OF FIGURES

Figure No. Figure Explanation Page No.

1. Creating brand loyalty by reward 12

2. Beverage industry in India

3.

4 - 16 Pie Chart of the responses of the respondents surveyed

through the questionnaire

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 EXECUTIVE SUMMARY
Soft Drinks were regular inclination among every one of the people. With the changing way of
life and salary levels, individuals are moving their utilization designs. Statistical surveying
depends on utilization designs parameters like: In utilization designs, we need to feature the
elements which impact the shopper to purchase soda pops. Different factor which impact the
utilization of refreshments are

 Health drinks
 Status/Symbol
 Taste
 Brand represetative
 Advertising efforts

The essential topic of the examination, investigation of Soft Drinks is engaged to contemplate
the psyche/taste of various age gathering of individuals. The examination begins with deciding
the real players in the soda pops, their general utilization design among the general population
and winds up with the conclusion according to the perspective of the normal balanced person
The exploration report evaluates the fulfillment level of shoppers widely inclusive nature of
soda pop administration, quality, amount, flavor, assortment and sensible cost.The investigation
in the report tosses light on the brand inclination of soda pop among youth in Belapur and
spreads prospects like utilization example of the sodas arranging of the level of fulfillment,
inclination for fluctuated characteristics and so on. Aside from this I likewise alluded writing
audit about purchaser purchasing choice in high involution item like soda pops. This provide
food me learning about how data idea seek occurs in this class and what are the fundamental
properties that client search for while acquiring such an item.

Customer satisfaction

When we hear the hear the term” customer satisfaction” , it is the level of individual's felt state
coming about because of contrasting an product's apparent performance in connection to the
individual's desires. If the product’s performance overstep the customer highly satisfied or
delighted. If the performance falls shortened of expectations the customer is dissatisfied.

Creativity permit us to manage or diffuse difficulty at hand or later on in the process of direction
of the everyday business. We talked about how the organization have to take advantage not only
the sales component but also the loyalty of its customers. We should be conscious of whether
the consumers is satisfied or not, We should also know what our customers needs and demand.

8
We want to know if customers are enchanted and willing to come back or not. There are various
methods through which we can measure the consumer satisfaction level:

 Complaints and suggestion system: Complaints are being obtained through their client
benefit focuses and facilitate recommendations were given by clients to fulfill their desires
and utility for it.

 Lost cost Analysis: Companies should contact their clients who have stopped buying their
product or whom so ever have switched to another supplier or product to find out the reasons
behind it. Customer satisfaction surveys:

 Customer fulfilment study: Responsive organizations acquire an immediate measure of

consumer loyalty by periodic studies. They send questionnaire to random specimen of their
clients to discover how they feel about the different parts of the organization's execution
and furthermore request views on their rival's performance. It is helpful to quantify the
client's willingness to prescribe the organization and brand to different people.

Brand loyalty

A buyer is considered as an image trusted when a shopper sees that a seal is proposing him
the correct item qualities and the coveted review of significant worth, and in this manner
every now and again makes a cognizant or intuitive repurchase of that specific brand. To
get the purchaser to that review, a brand must be situated ably and ought to have the correct
exchanging mix that can make a purchaser get clung to it. The brand when it shows that
unmistakable persona, it is then that it catches the group of onlookers' watchfulness. The
period responsibility is related with a sentiment devoted connection and affection. The term
'mark duty' catches this very substance yet from a business point of view. Makers and
organizations are continually attempting to imagine specialty in the market by collecting
their own particular base of steadfast clients, who over the time traverse of time have
recognized the item whole heartedly. Sustaining brand loyalty is the biggest challenge for
the business, as it is a very tedious method to come by a customer and then alter him to
carry replicate buys from the business.

9
Figure No. 1

10
 CHAPTER NO. 1

INTRODUCTION

Introduction of Beverage Industry in India

The food preparing sector in India has an aggregate turn over of around USD 65 billion which
incorporates esteem included results of around USD 20.6 billion. Coca cola, Pepsi, and Nestle
are the main refreshment marks that have been administering the Indian drink showcase since

11
recent decades. Among all the beverage drinks, tea and espresso are produced and additionally
sent out intensely in the global markets surrendering to the individual requests the world over.
The refreshment business in India constitutes of around USD 230 million among the USD 65
billion nourishment handling industry. The real areas in beverage industry in India are tea and
espresso which are sold vigorously in the local market as well as sent out to a scope of driving
abroad markets. Half of the tea and espresso items are accessible in unloaded or free shape.
Among the hot refreshments made in India, tea is the most overwhelming drink that is
administering both the residential and universal market even today.

In India, beverages frame a critical piece of the lives of individuals. It is an industry, in which
the players always develop, so as to concoct better items to acquire buyers and fulfill the current
customers. The beverage business is huge and there different methods for fragmenting it, in
order to provide food the correct item to the privilege person.The diverse methods for portioning
it are as per the following:

• Alcoholic, non-alcoholic and sports refreshments.

• Natural and Synthetic refreshments.
• In-home utilization and out of home on premises utilization.
• Age insightful division i.e. drinks for kids, for grown-ups and for senior subjects.
 Segmentation in view of the measure of utilization i.e. large amounts of utilization and
low levels of utilization.

On the off chance that the behavioral examples of customers in India are firmly seen, it could
be watched that customers perceive drinks in two diverse ways i.e. drinks are an extravagance
and that beverages must be devoured occasssionally. These two perceptions are the greatest
difficulties looked by the refreshment business. To leverage use the drink business, it is essential
to address this issue to support customary utilization and to make the business more reasonable

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 BEVERAGES

NON-
ALCOHOLIC ALCOHOLIC

NON-
CARBONATED
CARBONATED

COLA NON-COLA NON-COLA

Figure No. 2

13
 CHAPTER NO. 2

SOFT DRINK INDUSTRY IN

INDIA

14
INTRODUCTION OF SOFT DRINK

A soda drink (in like manner called coke, pop, soda, pop, fizzy drink, tonic, seltzer, mineral,
shining water, lolly water or carbonated refreshment) is a drink that ordinarily contains water
(frequently, yet not by and large carbonated water), generally a sweetener and usually an
improving authority. The sweetener may be sugar, high-fructose corn syrup, common item
squeeze, sugar substitutes (by virtue of eating regimen drinks) or some mix of these. Soda pops
may in like manner contain caffeine, colorings, added substances and distinctive fixings.

Soda pops are called "delicate" as opposed to "hard refreshments" (mixed drinks). Little
measures of alcohol may be accessible in a pop, however the alcohol content must be under
0.5% of the total volume if the drink is to be considered about non-alcoholic. Characteristic
item squeeze, tea, and other such non-mixed refreshments are in certainty soda pops by this
definition yet are not all around suggested everything considered.

Soda pops may be served chilled or at room temperature, and a couple, for instance, Dr. Pepper,
can be served warm. The primary showcased soda pop in the Western world appeared in the
seventeenth century. They were prepared of water and lemon juice sweetened with nectar. In
1676, the Companies Lemonades of Paris was yielded a limiting foundation for the proposal of
lemonade soda pops. Dealers passed on tanks of lemonade on their backs and administered
measures of soda pops to parched Parisians.

Carbonated drinks:

In the late eighteenth century, analysts increased crucial ground in reproducing regularly
carbonated mineral waters. In 1767, Englishman Joseph Priestley at first found a technique for
embedding water with carbon dioxide to make carbonated water when he suspended a bowl of
refined water over an ale vat at an area refinery in Leeds, England. His formation of carbonated
water (generally called pop water) is the major and portraying some portion of most pop pops.

Priestley found that water treated along these lines had a stunning taste, and he offered it to
colleagues as an animating refreshment. In 1772, Priestley conveyed a paper entitled
Impregnating Water with Fixed Air in which he delineates spilling oil of vitriol (or sulfuric
destructive as it is by and by called) onto chalk to make carbon dioxide gas, and encouraging
the gas to separate into an agitated bowl of water.

15
Another Englishman, John Mervin Nooth, improved Priestley's arrangement and sold his
mechanical get together for business use in tranquilize stores. Swedish logical master Torbern
Bergman prepared a creating mechanical get together that made carbonated water from chalk
by the usage of sulfuric destructive. Bergman's contraption empowered pantomime mineral
water to be made in broad wholes. Swedish logical master Jon Jacob Berzelius started to
incorporate (flavors, crushes, and wine) to carbonated water in the late eighteenth century.

Soda fountains vs. Bottled sodas:

In nineteenth century America, the drinking of either trademark or phony mineral water was
seen as a strong practice. The American medication masters offering mineral waters began to
add herbs and chemicals to unflavored mineral water. They used birch bark (see birch ale),
dandelion, sarsaparilla, regular item removes, and diverse substances. Flavorings were
moreover added to upgrade the taste. Medication stores with pop wellsprings transformed into
a popular bit of American culture. Various Americans frequented the pop wellspring once every
day. As a result of issues in the U.S. glass industry, bundled refreshments were a smidgen of
the market in the nineteenth century. (In any case, they were known in England. In The Tenant
of Wild fell Hall, disseminated in 1848, the caddish Huntingdon, recovering from long extends
of celebration, wakes at twelve and swallows a container of pop water.) In America, most soft
drinks were distributed and eaten up at a pop wellspring, generally in a drugstore or treat parlor.
In the mid twentieth century, offers of bundled pop extended exponentially. In the second half
of the twentieth century, canned soft drinks transformed into a basic offer of the market.

Soda packaging industry:

In excess of 1,500 U.S. licenses were appealed to for an attachment, best, or best for the
carbonated drink bottle tops in the midst of the start of the bundling business. Carbonated drink
bottles are under fantastic weight from the gas. Trend-setters were trying to find the best way
to deal with keep the carbon dioxide or ascends from escaping. In 1892, the "Crown Cork Bottle
Seal" was authorized by William Painter, a Baltimore, Maryland machine shop head. It was the
primary greatly compelling procedure for keeping the ascents in the compartment.

16
Programmed generation of glass bottles

In 1899, the main patent was issued for a glass-blowing machine for the customized production
of glass bottles. Earlier glass bottles had all been hand-blown. Following four years, the new
container blowing machine was in assignment. It was first worked by the originator, Michael
Owens, an agent of Libby Glass Company. Inside two or three years, glass bottle creation
extended from 1,400 containers daily to around 58,000 holders consistently.

Soda drink creation:

Pop pops are made by mixing dry fixings and furthermore fresh fixings (for example, lemons,
oranges, et cetera.) with water. Making of pop pops ought to be conceivable at creation lines or
at home.

Pop pops can be made at home by mixing either a syrup or dry fixings with carbonated water.
Carbonated water is affected using a fly to siphon or a home carbonation structure or by
dropping dry ice into water. Syrups are mechanically sold by associations, for instance, Soda-
Club; dry fixings are consistently sold in pockets, in the style of the pervasive U.S. drink mix
Kool-Aid.

Fixing quality:

Of most centrality is that the settling meets the agreed specific on each and every genuine
parameter. This isn't only the handy parameter (all things considered, the level of the genuine
constituent), yet the level of contaminating impacts, the microbiological status, and physical
parameters, for instance, shading, particle gauge, and so forth.

17
 ABOUT THE SOFT DRINK:

. Sodas has been a piece of American way of life for over 100 years. A large number of soda
pops are the same as the initial ones appreciated in the 1800's. Soda generation starts with
formation of seasoned syrup utilizing a firmly watched organization formula. The syrup is
blended with sanitized water and afterward carbonated by including carbon dioxide gas under
strain. This carbonation makes the " shiver bubble" that gives soda pops an invigorating taste.
Presently for a more intensive take a gander at soda pops ingredients.

Like different sustenances, the fixings that are utilized as a part of making soda pop are
affirmed and firmly controlled by the US Food and Drug Administration (FDA). Every one of
the fixings utilized as a part of soda pops are found in an assortment of different nourishments.

WATER

Soda pop creation begins with an unadulterated wellspring of water. Normal sodas contains
90% water while count calories contains up to 99% water. Drinking water contains follow
measure of different components that influence its taste. You have presumably seen that best
contrasts in different areas of the nation. Bottler utilize sophisticate separating and other
treatment types of gear to expel any remaining polluting influences and institutionalize the
water used to make sodas. That is the reason your most loved soda pop tastes the name in New
York as it passes on in India.

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CARBON DIOXIDE

A dry and unscented gas, carbon dioxide is the basic describing fixing taking all things
together "carbonated" refreshments. It emits when we inhale and is utilized by the plants to
item oxygen.

At the point when broken down in water, carbon dioxide bestows taste. Therefore regular
wellsprings of carbonated. Of bubbling, mineral water were once exceedingly prized. These
uncommon mineral water were once likewise accepted to have helpful restorative properties.

It was the creative advance of adding flavor to these well known "pop water" that brought
forth the soda pop refreshments we appreciate today. In nowadays of soda pops producing
carbon-dioxide was produced using sodium salts. This is the reason carbonated drinks were
called, soft drinks or "pop water".

Today bottlers purchase unadulterated carbon dioxide as a compacted gas in the high-weight
chambers. Carbon dioxide gas is retained into enhanced soda pop in a carbonator machine just
before the holder is fixed. While under strain and chilled, soda pop may assimilate up to four
times the drink volume of carbon dioxide.

FLAVOR

A standout amongst the most critical fixings in the soda pops is enhancing. Most soda pop
containers blend numerous individual flavors to make unmistakable tastes. Common flavor in
the soda originate from flavors, normal concentrates and oils. Organic product seasoned soda,
for example, orange and lemon-lime frequently contains normal natural product extricates.
Other flavor, for example, root brew and ginger are contain seasoning produced using herbs
and flavors. There are additionally some fake or man-made enhancing utilized as a part of

19
delicate drinks.Nature does not deliver enough of a few flavors to fulfill world request.
Likewise a few flavors are constrained geologically and regularly.

COLORS

Numerous individuals don't understand vital shading is to taste recognition. Shading

influences our mental impression of nourishment. In the event that you don't trust it, take a
stab at eating a commonplace sustenance oblivious. The shading utilized as a part of the
nourishment and drinks comes both from normal and manufactured sources.

CAFFEINE

Caffeine is substance that happens normally in excess of 60 plants including espresso

beans,tea leaves, kola nuts and coca beans. At times, little measures of caffeine are added to
soda pops as a piece of the flavor profile. The measure of caffeine in sodas is just a small
amount of that found in an equivalent measure of espresso or tea.

Caffeine has a great intense taste that upgrades other flavor. It has been a piece of relatively
every cola and pepper write refreshment since they were first planned over 100 years back and
has been delighted in espresso, tea, and chocolate drinks for a considerable length of time.

Despite the fact that a few people feel the impacts of caffeine are destructive, logical research
has rejected these cases. The ling history of caffeine's utilization affirms that it is sheltered
when expended with some restraint.

ACIDULANTS

Similar to organic product juices and numerous other sustenance items, most beverages are
somewhat acidic. Acidulates add a lovely pungency to soda pops. Maybe a couple basic
nourishment acidulates (phosphoric corrosive and citrus extract) sporadically are utilized and
different acidulates, for example, noxiousness corrosive is likewise utilized.

20
ADDITIVE

Soda pops typically don't get ruined as a result of their sharpness and carbonation. In any case,
stockpiling conditions and capacity volume at times can affect taste and flavor. Due to this
reason, some soda pops contained little measures of protections that are regularly utilized as a
part of numerous sustenances.

POTASSIUM

Potassium is another basic supplements found in numerous characteristic and man-made

sustenance fixing like sodium. It exists normally in drinking water and subsequently, in sodas.
Little measure of potassium are additionally found in a portion of the enhancing specialists
and different fixings which are utilized as a part of sodas.

SODIUM

Sodium, the name type of different salts, is available in numerous normal and man-made
mixes. The name "pop" and "pop water" were related with sodas. Numerous individuals
dishonestly trust that carbonated drinks contained critical measure of sodium which is valid. It
is a fundamental supplement in charge of directing and moving liquids into body and in
addition other imperative body capacities. Despite the fact that a sufficient every day
admission of sodium is vital for good wellbeing, intemperate utilization may come about into
hypertension in a few people.

SWEETENERS

Non-slim down sodas:

Most normal (non-eat less) sodas are sweetened with either sucrose or high fructose corn
syrup (HFCS). A blend of these sweeteners is predominantly utilized. Sucrose is the well-
known sweeteners in our sugar bowl, sticks firm sugarcane or sugar beet

21
 HOW SOFT DRINKS ARE MADE?

1. START WITH PURE WATER:

Soda pops start with filtered water (much clearer than the faucet water you drink at home).
The soda pop maker channels tap water through fine, clean sand and rock to dispose of any
undissolved polluting influences that may go through the completed drink and guarantees that
the water does not contain any undesirable particles.

2. ADD THE FLAVOR:

Once the water is refined and seasons are included. These are set up from normal
indistinguishable sources and are added to a blend of sugar and cleansed water to make syrup.
This structures the soda base.

3. ADD THE BUBBLES:

The decontaminated water and syrup base are then mixed together to shape a "still" drink and
afterward blended with carbon dioxide gas (CO2) in a machine called a carbonator.

4. FILLING THE BOTTLES:

After the drink has been carbonated, it is exchanged under strain to the filling machine. Here,
the jugs or sticks are filled and are then passed by transport line to the fixing machine.

5. THE FINAL STAGE:

The fixed jugs and jars are still very icy at this stage and if pressed at this temperature,
dampness which frames on the holder as a result of buildup would make the containers wind

22
up wet and less reasonable. To keep this, the containers and jars are gone through a high temp
water splash to convey them up to "room" temperature.

6. LABELS & PACKAGING:

Most soda pop containers have marks connected by a naming machine. There are still a few
jugs most returnable, which have the mark data printed directlyon to the glass. Jars
additionally have the name imprinted on them before they land at the soda pop assembling
plant.

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 HISTORY OF SOFT DRINKS IN INDIA

1798 : The "soda water" the expression was first instituted.

1810 : Initially U.S. patent issued for the fabricate of impersonation mineral waters.

1819: Samuel Fahnestock patented the "Soda fountain".

1835: The main packaged pop water in the U.S.

1850 : A manual hand and foot worked filling and stopping gadget, first used for packaging
pop water.

1851: Soda made in Ireland.

1861: The expression "pop" first begat.

1874: The primary frozen yogurt pop sold.

1876: Root brew mass delivered for open deal.

1881: The principal cola-enhanced refreshment presented.

1885: Charles Aderton imagined "Dr Pepper" in Waco, Texas.

1886: Dr. John S. Pemberton imagined "Coca-Cola" in Atlanta, Georgia.

1892: William Painter imagined the crown bottle top.

1898 : "Pepsi-Cola" is imagined by Caleb Bradham

1899: The primary patent issued for a glass blowing machine, used to produce glass bottles.

1913: Gas motored trucks supplanted horse drawn carriages as delivery vehicles.

1919: The American Bottlers of Carbonated Beverages shaped.

1920: The U.S. Registration revealed that in excess of 5,000 bottlers now exist.

24
1923: Six-pack soda pop containers called "Hom-Paks" made.

1929: The Howdy Company appeared its new drink "Face cloth Label Lithiated Lemon-Lime
Sodas" later called "7 up". Created by Charles LeiperGrigg.

1934: Connected shading marks initially utilized on soda pop jugs, the coloring was prepared
on the substance of the jug.

1952: The main eating regimen soda pop sold called the "No-Cal Beverage" agingerale sold
by Kirsch.

19571: The principal aluminum jars utilized.

1959: The principal eat less carbs cola sold.

1962: The force ring tab initially showcased by the Pittsburgh Brewing Company of
Pittsburgh, PA. The draw ring tab was created by Alcoa.

1963: "Pop Top" beer, the Schlitz Brewing organization presented can to the country in
March, Ermal Fraze of Kettering, Ohio designed it.

1965: Sodas in jars administered from candy machines.

1965: Invention of reseal able top.

1966: The National Soft Drink Association was renamed after The American Bottlers of
Carbonated Beverages.

1970: Plastic containers are utilized for soda pops.

1973: The PET (Polyethylene Terephthalate) bottle made.

1974: Invention of The stay-on tab. Presented by the Falls City Brewing Company of
Louisville, KY.

1979: Mello Yello soda is presented by the Coca Cola Company as rivalry against Mountain
Dew.

1981: The "talking" candy machine designed.

25
 CHAPTER NO. 3

MAJOR PLAYERS IN SOFT

DRINK INDUSTRY

26
27
 COCA COLA COMPANY PROFILE

Coca Cola was established in the year 1886. In India its base camp in Haryana. Coca-Cola
Company re-entered India through its completely claimed backup, Coca-Cola India Private
Limited and re-propelled Coca-Cola in 1993 after the opening up of the Indian economy to
outside interests in 1991. In India their CEO was Atul Singh. From that point forward its tasks
have become quickly through a model that backings packaging activities, both organization
possessed and additionally privately claimed and incorporates more than 7,000 Indian
merchants and in excess of 1.7 million retailers. Today, our brands are the main brands in most
refreshment portions.

Hindustan Coca-Cola Beverages Private Ltd has thirteen approved packaging accomplices of
the Coca-Cola Company, who are approved to plan, bundle, offer and circulate refreshments
under certain predefined trademarks of the Coca-Cola Company; and a broad dissemination
framework including our clients, wholesalers and retailers. Focus and drink bases offered by
Coca-Cola India Private Limited to approved bottlers who are approved to utilize these to create
our arrangement of refreshments. Bottlers approved autonomously create nearby markets and
convey refreshments to merchants, little retailers, grocery stores, eateries and various different
organizations. Thusly, these clients make our refreshments accessible to shoppers crosswise
over India.

The Coca-Cola framework in India specifically utilizes more than 25,000 individuals including
those on contract. As a Company, our items are a necessary piece of the miniaturized scale
economy especially in residential communities and towns, adding to making of employments
and development in GDP. Coca-Cola in India is among the biggest local purchasers of certain
rural items. As an industry which has solid in reverse and forward linkages, our activities
catalysis development sought after for items like glass, plastic, refrigeration, transportation, and
Industrial and agrarian items. The Coca-Cola Company has constantly set high an incentive on
great citizenship. Our essential recommendation involves that our Company's business ought to
revive the market; improve the work environment; secure and save the earth; and fortify the
group.

28
 PRODUCT PROFILE

Coca-Cola:

It was propelled in the year 1886. It is the leader brand of the biggest maker, advertiser and
wholesaler of non-mixed refreshments on the planet.

Variety:

Cans: 330ml

RGB: 200ml, 300ml,

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

29
DIET COKE:

Coca-Cola light, also known as Diet coke, is a sugar and sans calorie soda with a delightfully
fresh taste that gives you a light lift in your buzy day. It was propelled in 1982 in America has
turned into the third biggest soda. The brand made a whole new classification and another
lifestyle. One of the biggest and best brands of the Coca-Cola organization is Diet coke/ Coca-
cola light, accessible in more than 150 markets the world over.

Variety:

Cans: 300ml, 330ml

PET: 600ml

30
THUMS UP:

In 1977, Thums Up was presented as a lead mark by an organization called Parle Agro to balance
the hole in the Indian cola showcase when Coca-Cola and Pepsi were ousted by the Indian
government. Over the following 16 years, the brand appreciated incredible achievement,
tightening up to over a 80% piece of the overall industry. In 1990, however, the Indian
government approved the reentry of the cola monsters once more into the market (Pepsi started
things out, Coke 3 years after the fact), and instead of clash with the advertising machines of
the huge young men, the Parle assemble sold Thums up to Coca-Cola.

Coca-Cola purportedly viewed as executing the Thums Up brand to attempt and push standard
Coke Classic, however chose rather that keeping the brand would better their odds in the fight
against Pepsi. Thums Up is as yet the cola pioneer in India, with a 42% piece of the pie starting
at 2012. A significant part of the advertising centers around influencing it to appear like an
'adult' drink: on the Coca-Cola India site, they state: "Thums Up is known for its solid, fizzy
taste and its certain, develop and particularly manly disposition.

31
Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

SPRITE:

Sprite is a drab, without caffeine, lemon and lime-enhanced soda pop made by The Coca-Cola
Company. It was first created in West Germany in 1959 as Fanta Klare Zitrone ("Clear Lemon
Fanta") and was presented in the United States under the present brand name Sprite in 1961 as
a contender to 7 Up. Since its beginning is 1999, Sprite has not just settled itself as a brand
which effectively brags it's 'cut-through' viewpoint with a true, restless, contemptuous, urban

32
and straight forward style, however has additionally accomplished status of an undisputed youth
'identification' mark.

Sprite depicts the kinds of their drink as "Lymon" a blend of both lemon and lime, and this has
since turned out to be one of their key promoting terms. Lymon has remained an imperative
piece of the brand for a long time. Most favored and quickest developing soda in India today is
Sprite and has turned into the second biggest soda in 2009, going for the No.1 spot.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

33
FANTA:

Fanta entered the Indian market in the year 1993. Seen as a fun youth mark. Fanta remains for
its dynamic shading, enticing taste and shivering air pockets that inspires emotions as well as
helps free the soul along these lines urging one to enjoy the occasion. Fanta is the second most
seasoned brand of the Coca-Cola Company.

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

34
LIMCA:

It was propelled in1971. Limca has stayed unchallenged as the No.1 Sparkling Drink in the
Cloudy lemon Segment. The achievement recipe is the sharp bubble and lemoni nibble joined
with the determined recommendation of the brand as the supplier of "Freshess".

Variety:

Cans: 300ml, 330ml

RGB: 200ml, 300ml, 330ml

PET: 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain glass: Various sizes

35
MAAZA:

It was presented in the year 1970. Generally adored for its taste, shading, thickness and healthy
properties. In 1993, the brand was procured by Coca-Cola India from Parle-Bisleri alongside
different brands, for example, Limca, Citra, Thums Up and Gold spot. Maaza is the mango
sweetheart's first decision. In India it was presented in 1976. Maaza, India's greatest and most
loved juice drink mark, today uncovered an imaginative correspondence activity for 2009
apropos called 'Aam ki Pyaas' (i.e. Hunger for Mangoes).

Maaza has an unmistakable thick taste when contrasted with Frooti and tastes somewhat sweeter
than Slice. Maaza cases to contain mango mash of the Alphonso assortment, which is known as
the "Lord of Mangoes" in India. Mango drinks right now represent 90% of the natural product
juice advertise in India. Maaza at present rules the organic product drink class and rivals Pepsi's
Slice image of mango drink and Frooti, made by Parle Agro. Today it is the nation's no. 1 mango
drink.

36
Variety:

RGB: 200ml, 250ml

PET: 600ml, 1.2lt

Pocket pack: 200ml

MINUTE MAID PULPY ORANGE:

Minute Maid was the main organization to showcase squeezed orange think, enabling it to be
appropriated all through the United States and served year-round. The Minute Maid
organization is claimed by The Coca-Cola Company, and is the world's biggest advertiser of

37
natural product squeezes and beverages. Minute Maid 100% juice has no additional additives
or included shading.

Minute Maid has been making juice for over 60 years and has a legacy of sustenance,
advancement, and quality. In 1945, the U.S. Armed force requested 500,000 pounds of
powdered squeezed orange from the Florida Foods Corporation, which later renames itself to
Vacuum Foods and afterward at long last the Minute Maid Corporation. In 1960, the Coca-
Cola Company gained The Minute Maid Corporation, denoting its first wander outside of soda
pops. They marked it Minute Maid, a name meaning the accommodation and the simplicity of
arrangement (In a moment). Propelled in 2009.

• Made from the choicest natural products, the item is accessible in Apple, Grape and
Orange flavors Minute Maid Pulpy Orange Drink - Orange Juice drink produced using
concentrate.

• Minute Maid Nimbu Drink - Lemon juice drink

• Minute Maid Apple - Apple juice

• Minute Maid Mixed Fruit - A blended natural product juice

• Minute Maid Mango - Mango Juice Drink

• Minute cleaning specialist Mosambi - thick mosambi juice

• Minute Maid 100% - Grape, Apple, Orange

Variety:

PET: 400ml, 1lt, 1.25lt

38
MINUTE MAID NIMBU FRESH:

Minute Maid – one of the world's biggest juice and juice drink brands. The historical backdrop
of the Minute Maid mark goes as far back as 1945 when the Florida Food Cooperation created
squeezed orange powder. They marked it Minute Maid, a name suggesting the accommodation
and the simplicity of readiness (in a moment). Propelled first in South of India in January 2010,
Minute Maid Nimbu Fresh, began invigorating the entire of India by April 2010.

Variety:

PET: 400ml

RGB: 200ml

Tetra pack: 200ml

39
BURN:

Coca cola Company's best caffeinated drink mark is the Burn. Fruitful world over sold in more
than 80 nations over the world. Propelled in North Europe in the year 2000 and it has extended
to more than 80 nations over a short 10 year time span. Consume is focused at the trendsetting,
socially dynamic and bold youthful grown-ups who expect vitality to encounter life minus all
potential limitations.

Variety:

Can: 300ml

KINLEY WATER:

Kinley packaged drinking water was introduced in India in the year 2000. The brand promises
the assurance of clean and safe drinking water. Kinley water comes with the assurance of safety

40
from The Coca-Cola Company. That is why we introduced Kinley with reverse osmosis along
with the latest technology to ensure purity of our product. Because we believe that right to pure,
safe drinking water is fundamental.

Coca-Cola’s Kinley water goes through a rigorous and intensive process of purification before
it reaches the consumers. The consistency and purity are maintained through an over 10-step
process which includes disinfection, sand filtration, activated carbon filtration, 10 micron
polishing filtration, Reverse Osmosis (RO), 5 micron filtration, UV treatment, 1 micron
polishing filtration, mineral dosing and Ozone filtration.

The Kinley brand is used by Coca-Cola for two types of drinks:

 Packaged water bottle

 A carbonated water with a wide array of variants: tonic, bitter lemon, ginger ale, club
soda and fruit flavored.

Variety:

PET: 500ml, 1000ml, 2lt, 20lt, 25lt

41
KINLEY SODA:

Propelled in 2002 Kinley pop today no:1 national pop brand

Variety:

PET: 500ml

42
SCHWEPPES:

Schweppes was propelled in India in 1999 after the worldwide takeover of the brand from
Cadbury schweppes. Schweppes, a refreshment mark that is sold the world over. It incorporates
an assortment of lemonade, carbonated waters and sodas.

Variety:

Bitter Lemon: (Glass bottle 250ml)

Tonic Water: (Glass bottle 250ml)

Ginger Ale: (Glass bottle 250ml)

Soda Water: (Glass bottle 250ml)

43
GEORGIA GOLD:

Georgia is the tea and espresso brand of the Coca-Cola organization's portfolio, named after
home territory of Coca-Cola. The brand offers a whole scope of hot espresso, enhanced premix
hot tea, frosted tea and icy espresso.

Presented in 2004, Georgia Gold scope of tea and espresso drinks is the ideal answer for your
office and eatery needs. Georgia espresso is prepared from cook beans with variations like
cappuccino, caffe latte, coffee and that's just the beginning. The brand in India additionally
includes machines that administer cardamom tea, masala tea, frosted tea and frosty espresso.

Variety:

Hot beverages: Coffee, Tea, Hot chocolate. Available in 90-150ml.

Cold beverages: Lemon Iced tea, Peach Iced tea, Cold coffee. Available in 200-400ml.

Bottlers:
By and large, The Coca-Cola Company (TCCC) as well as backups just delivers (or
create) syrup focus which is then sold to different bottlers all through the world
who hold a Coca-Cola establishment. Coca-Cola bottlers, who hold regionally
select contracts with the organization, create completed item in jars and containers
from the amass in blend with separated water and sweeteners. The bottlers at that
point offer, disseminate and stock the subsequent Coca -Cola item to retail
locations, candy machines, eateries and nourishment benefit merchant .

44
 PRICING OF COCA-COLA PRODUCTS

Table No. 1

PRODUCT PACK PRICE

1. COCA COLA 300 ml Tin Rs. 35

ZERO

2. DIET COKE 300 ml Can Rs. 35

3. COCA-COLA 1.75 Ltr Botttle Rs. 75

SOFT
DRINKS

600 ml Bottle Rs. 35

2.25 Ltr Bottle Rs. 90

4. THUMSUP 400 ml Rs. 25

CHARGED

5. THUMSUP 300 ml Can Rs. 35

SOFT DRINK

1.75 Ltr Bottle Rs. 75

750 ml Bottle Rs. 40

6. SPRITE 300 ml Can Rs. 35

SOFT DRINK

1.75 Ltr Bottle Rs. 75

7. FANTA SOFT 300 ml Can Rs. 35

DRINK

45
 600 ml Bottle Rs. 35

1.25 Ltr Bottle Rs. 60

8. LIMCA SOFT 600 ml Bottle Rs. 35

DRINK

1.25 Ltr Bottle Rs. 60

2 Ltr Rs. 85

9. MAAZA 1.5 Ltr Bottle Rs. 75

1 Ltr Tetra Rs. 120

10. MINUTE 150 ml Bottle Rs. 10

MAID

1 Ltr Bottle Rs. 70

400 ml Rs. 25

11. KINLEY 2Ltr Rs. 35

WATER

500 ml Rs. 10

1Ltr Rs. 19

12. KINLEY 600 ml Rs. 16

SODA

1.25 Ltr Rs. 30

46
13. SCHWEPPES 300 ml Can Rs. 35

47
48
 PEPSICO COMPANY PROFILE
PepsiCo items are appreciated by purchasers one billion times each day in excess of 200 nations
and domains around the globe. PepsiCo created more than US $63 billion dollars in net income
in 2015, driven by a correlative nourishment and refreshment portfolio that incorporates Frito-
Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's item portfolio incorporates an
extensive variety of pleasant sustenances and drinks, including 22 marks that create more than
US $1 billion dollars each in evaluated yearly retail deals.

At the core of PepsiCo is Performance with Purpose – our objective to convey top-level money
related execution while making feasible development and investor esteem. By and by,
Performance with Purpose implies giving an extensive variety of nourishments and drinks from
treats to solid eats; finding imaginative approaches to limit our effect on the earth and lessen
our working expenses; giving a sheltered and comprehensive working environment for our
representatives universally; and regarding, supporting and putting resources into the nearby
groups where we work. PepsiCo entered India in 1989 and in a brief period, has developed into
one of the biggest MNC nourishment and drink organizations in the nation. PepsiCo's
development in India has been guided by "Execution with Purpose", its objective to convey top-
level budgetary execution while making maintainable development and investor esteem.

Extensive speculator in India with solid brands: PepsiCo has been reliably putting resources
into India, in the territories of item advancement, expanding fabricating limit, increase advertise
foundation, reinforcing inventory network and extending organization's horticulture program.
The organization has constructed a far reaching refreshment and nibble nourishment business
upheld by 62 plants the nation over. In two decades, the organization has possessed the capacity
to naturally grow eight brands every one of which produce Rs. 1000 crores or more in assessed
yearly retail deals and are commonly recognized names, trusted the nation over.

A developing arrangement of charming and healthy bites and refreshments: PepsiCo

India's various portfolio mirrors its sense of duty regarding feed purchasers with an assorted
scope of fun and more advantageous items and incorporates notable brands as lay Pepsi,
Kurkure, Tropicana, Gatorade and Quaker. Notwithstanding the as of late propelled 7UP
Revive, Lays Maxx and Tropicana Slice Alphonso, incorporated by portfolio a few more
beneficial treats like Tata Water Plus Quaker Oats, rehydrator Gatorade,Tropicana juices and
Quaker enhanced oats.

Display organization with more than 24,000 agriculturists: PepsiCo India has spearheaded
and built up a model of association with ranchers and now works with more than 24,000 cheerful
ranchers crosswise over nine states. In excess of 45 percent of these are little and peripheral
ranchers with a land holding of one section of land or less. PepsiCo gives 360-degree support

49
to the rancher through guaranteed purchase back of their create at pre-concurred costs, quality
seeds, expansion administrations, malady control bundles, bank credits, climate protection, and
the most recent mechanical practices. The relationship with PepsiCo India has not just raised
the livelihoods of little and peripheral agriculturists, yet additionally their social standing.

Worldwide pioneer in water preservation: In 2009, PepsiCo India accomplished a

noteworthy breakthrough, by turning into the primary business to accomplish 'Positive Water
Balance' in the refreshment world, and has been Water Positive from that point forward. In
2015, PepsiCo India spared 12.75 billion liters increasingly that it expended in its assembling
tasks. The organization made this conceivable through inventive water system hones like direct
seeding, group water energizing activities, and by lessening the utilization of water in its
assembling offices. PepsiCo is praised for its endeavors for water protection and has gotten
various honors, for example, CII National honor for water administration, Water Digest grant
for water rehearses and Golden Peacock grant for water preservation among others.

Tend to nature: PepsiCo India is centered around decreasing its carbon impression. , PepsiCo's
India's Food and Beverage plants in 2015 had a 41% and 78% offer from sustainable power
sources, individually, for example, rice husk boilers and wind turbines and bio mass. For
example activities like, eco-accommodating bundling activities, decrease being used of
chemicals, and effective waste administration help lessen stack on nature. PepsiCo in
association with the NGO Exnora and nearby districts has likewise been taking a shot at an
exceptional waste accumulation and treatment display program called 'Squander to-Wealth'.
The honor winning project has emphatically affected in excess of 5,00,000 individuals.

Following the fruitful usage of the Waste to Wealth show program, PepsiCo India has given
more than four regions in Tamil Nadu (Chennai, Nagapattinam, Tenkasi, Cuddalore) and one
civil partnership in Haryana (Panipat), to the individual specialist for supported conveyance.
Praiseworthy business hones: PepsiCo India gives immediate and backhanded work to right
around 2,00,000 individuals. The organization puts stock in giving work and development
chances to neighbourhood ability. Its 'School of Leadership', guarantees early distinguishing
proof of ability, and representatives' engaged advancement through basic encounters. PepsiCo
immovably trusts that empowering assorted variety implies empowering approaches and
frameworks that regard individuals' uncommon needs. Not exclusively does PepsiCo have an
energetic and assorted workforce, it takes the most extreme care to make dynamic business
pioneers of its representatives and encourage their vocation and self-awareness through
separated encounters and a vigorous administration improvement show.

50
 PRODUCT PROFILE
PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7UP,
Mirinda, Slice and Mountain Dew, in addition to low-calorie options such as Diet Pepsi,
hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink
Gatorade and fruit juices such as Tropicana and Tropicana 100%.

PEPSI
Pepsi is a hundred-year-old brand cherished by more than 200 million individuals around the
world. Pepsi is universal on pretty much every social event. 1886, the US. Caleb Bradman, a man
with an arrangement planned a blockbuster of a stomach related drink and chose to call it Brad's
drink. The elixir was to end up Pepsi Cola in 1898, and in the long run, Pepsi in 1903.
Since its initiation, Pepsi has dependably been at the front line of the refreshment business and
has thought of progressive ideas, for example, Diet Pepsi, 2l bottles, recyclable plastic cola bottles
and the advantageous My Can. Pepsi has dependably fuelled youth interests like cricket,
Bollywood, music and now football. Youth symbols like MS Dhoni, Ranbir Kapoor, Didier
Drogba, Virendar Sehwag, Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have
embraced Pepsi since its dispatch in India.

Variety

Cans: 150 ml, 250 ml

RGB: 750 ml, 2 Ltr, 2.25 Ltr

51
 7UP:
7UP, the invigorating clear drink with a characteristic lemon and lime season was made in
1929. It was propelled in India in 1990 and its global mascot Fido Dido was utilized for
promoting in 1992, to position the brand as a cool drink for youths. Fido turned into a moment
hit with his stylish look, laid-back state of mind and flighty interpretation of life. 7UP is one of
the first to be broadly circulated other than being advertised as a more beneficial contrasting
option to other soda pops.

7UP has dependably had a tremendous nearness in South India. The brand has been running its
gigantically well known yearly program of '7UP Dance Pattalam'. Aside from the substantial
prize cash, the program gives a most pined for stage to the Dancing ability from South India.
Every year the affection for the purchasers makes this program significantly greater. The
program has got relationship from a portion of the immense moving Superstars of the South –
Allu Arjun, STR (Simbu) and Puneeth Rajkumar. 7UP's image rationality - I Feel Up - praises
this irrepressible confidence.

Variety:

Cans: 150 ml, 250 ml

RCB: 600ml, 350 ml, 2 Ltr,

52
MOUNTAIN DEW:

The principle recipe of Mountain Dew was imagined in Virginia. The drink was named
and first promoted in Johnson City, Tennessee and Knoxville, Tennessee of every 1948.
In India, Mountain Dew set the soda pop class on fire in 2003 with its notorious dispatch
crusade 'Cheetah Bhi Peeta Hai'. It is a soda pop that elates like no other due to its
dynamic, high-vitality, outrageous citrus taste. Daring, challenges, a 'can do' disposition,
enterprise and invigoration are profoundly settled in its image DNA.

The brand has constantly commended the strong, courageous and insubordinate soul of
youth. This is reflected in the high-adrenaline publicizing of the brand and its association
with open air enterprise.
In 2007, the brand was re-propelled with a totally new, punchier detailing.
Correspondence went for manufacturing a compelling enthusiastic interface with the
gathering of people. Along these lines started the 'Darr Ke Aage Jeet Hai' crusade,
which recognized that dread was an undeniable part of the universe of enterprise and
Mountain Dew needed youngsters to have confidence in themselves in their snapshot of
dread. For past dread lay triumph.

Variety:

Cans: 250 ml,

RCB:600 ml

53
SLICE:
In India in 1993, Slice was launched as an invigorating mango drink and rapidly went ahead to
wind up a main player in the class. In 2008, Slice was relaunched with a triumphant item plan
that influenced customers to begin to look all starry eyed at its taste. With new pack designs
and mess breaking publicizing, Slice has manufactured an intense interest.

While different players have depicted the mango as a basic and guiltless natural product, Slice
commends the sheer liberality and sexiness associated with expending a mango. The inventive
'Aamsutra' thought imparts the experience of extraordinary sexy delight through the
demonstration of drinking Slice.

The main brand is Slice ever in the Juice and Juice Drinks class to sign on Bollywood diva
Katrina Kaif as the brand minister for Slice. In 2009, Slice took the thought of liberality to an
unheard of level with the dispatch of the 'Slice Pure Pleasure Holidays', allowing its shoppers
to win rich all-costs paid occasions to dream European goals like Paris, Vienna, Greece and
Venice.

Variety:

RCB: 1.2 Ltr,, 200 ml

54
 TROPICANA

Tropicana was established in Bradenton, Florida, USA, in 1947. It is currently delighted in

wherever on the planet. Precisely supported for more than 50 years, Tropicana has developed
into a standout amongst the most regarded drink brands. Tropicana is the #1 mark in bundled
100% Juice* on the planet in 2011 in off-exchange volume. It is today accessible in 63 nations.
Since 1998, Tropicana has been possessed by PepsiCo, Inc. Tropicana Premium Gold was re-
propelled as Tropicana 100% of every 2008.

Tropicana keeps on choosing the best natural product to make brilliant juices and unique items,
pioneer inventive procedures and investigate new markets for its items. It is focused on
cultivating sound ways of life by guaranteeing that its items are normally nutritious and give the
day by day benefits that one needs.

100% Juices (sold as Tropicana 100%) and Juice Beverages (sold as Tropicana) are the two
categories in Tropicana in India. In the course of recent days, over its online networking channels,
Tropicana has been advancing another new products likewise; Tropicana Frutz. Publicized as the
"invigorating new frtuz", the new drinks are accessible in lychee, mango and apple flavors named
'Lychee Blush', 'Appletini' and 'Mango Swish' individually. The drinks are accessible at Rs.20
for 350 ml.

Variety:

RGB: 200ml, 1Ltr, 1.25 Lt

55
AQUAFINE

Aquafina was first propelled in the US in 1994. With its interesting sanitization
framework and awesome taste, Aquafina soon turned into the top rated mark in the
nation. In India, Aquafina's voyage started with its dispatch in Bombay in 1999 and it
was taken off broadly by 2000. On the quality of its image request and dispersion,
Aquafina has turned out to be one of India's driving brands of filtered water in a
generally limited ability to focus time. Aquafina experiences a five stage best in class
sanitization procedure to give shoppers unadulterated water and flawless taste

Aquafina has been worked through reviving and sharp promoting. The 'What a Body'
battle has helped the brand to drive premium, present day and energetic symbolism in a
generally undifferentiated classification. Packaged crosswise over India in 19 plants,
Aquafina is accessible crosswise over the greater part a million outlets. Obliging
differing buyer needs and events, it is accessible in different pack sizes like 300ml,
500ml, 1 ltr and 2 ltr bottles and in mass water containers of 25 ltrs. PepisCo's water
protection activities are initatives of Aquafine and constructs mindfulness about
PepsiCo's endeavors to recharge and reestablish the water table through its pack names

Variety:

RGB: 2 Ltr

56
 PRICING OF PEPSI PRODUCTS

Table No. 2

PRODUCT PACK PRICE

1. 7 UP 250 ml Can Rs. 30

150 ml mini can Rs. 18

600 ml Bottle Rs. 35

1 Ltr Bottle Rs. 60

2. MOUNTAIN 250 ml Can Rs. 25

DEW

600 ml Bottle Rs. 35

250 ml Can Rs. 30

3. TROPICANA 1.25 Ltr Rs. 65

SLICE

600 ml Rs. 37

4. TROPICANA 1Ltr Rs. 130

MIXED FRUIT

200 ml Rs. 30

1.2 Ltr Rs. 65

57
 5. AQUAFINE 2 Ltr Rs. 37
WATER

MARKET TREND IN SOFT DRINKS

PepsiCo's India lost its bubble even as its biggest opponent Coca-Cola posted twofold digit
development in the midst of wellbeing cognizant shoppers eliminating sugary circulated air
through beverages. PepsiCo India Holdings saw income grow 0.2% amid year to March 2017 to
Rs 6,540 crore while Hindustan Coca-Cola Beverages, which represent 66% of Coca-Cola's
income, posted 11% development in incomes at Rs 9,472 crore, according to most recent
documenting with the Registrar of Companies. For both Coke and Pepsi, the last two money
related years have been trying as interest for circulated air through beverages lost steam -
Pepsi's incomes declined 15% while development of HCCB decreased to 8% in monetary 2016.

58
Deals were likewise affected amid last two fourth of 2017 budgetary year because of
demonetisation, where individuals were compelled to utilize things other than money. A
PepsiCo India representative said it has a solid spotlight on sustenance, developments to take
into account the changing customer needs and scaling up Go To Market (GTM) framework.

"This was reflected in FY 2016-17 execution that saw us advancing ahead with solid twofold
digit development on our center brands like Tropicana and Lay's. While the finish of H2 FY
2016-17 development was affected by virtue of some large scale head winds, business energy
has been recouping in the course of the last 3 quarters," said a PepsiCo India representative.
Development has impeded in the Rs 22,000-crore carbonated soda pops advertise as purchasers
change to more beneficial refreshments, for example, juices, caffeinated drinks, enhanced tea,
strengthened water and dairy-based drinks. Both PepsiCo and opponent Coca-Cola have been
supporting dangers by lessening reliance on center soda pops and presenting either without
sugar drinks or non-circulated air through refreshments.

59
 OBJECTIVES OF THE STUDY

The firsthand objective of this survey is to understand the brand preference of soft
drinks among youth in Belapur ( Navi-mumbai) and buying behavior towards it.

The Secondhand objectives of this survey are:

 To study the soft drink industry of India.

 To identify the brand preference of soft drinks among youth.

 To study the factors influencing their purchase decision.

 To know what matters the most among brand, taste, price, quantity
etc. among youth.

 To study the level the consumer expectations in soft drinks.

60
 SCOPE OF THE STUDY

The scope of the research is based on the soft drink industry in India and it also focuses on the
brand preference among youngsters in Belapur. It covers the factors pertaining to the opinion of
the soft drink consumers and the particular brand in soft drinks which they prefer. A variety of
components may contribute to the adoption, perception and consumption of soft drink among
youngsters. All the questions are analyzed adding up the responses against every different and
answers from the varied respondents. For example, political economic element such as
government policies regulate the accessibility to mobile phone services and the publicity of
mobile phones as fascinating devices by industry plays a function in the adoption and usage of
mobile phones by college students. Likewise, the socio-economic indicators such as income
levels or payment capacity of the users are essential reasons that effect the adoption and
consumption of soft drinks. Nevertheless, this study does not render such analyses. This study
primarily looks at the different structure in which youngsters of a particular age-group
understand and consume soft drinks.

61
CHAPTER NO. 3

REVIEW OF

LITERATURE

62
 INTRODUCTION

The review of literature can help a researcher to build up the conceptual framework about
certain topics. Some selected reviews have been presented below to find out the specific
research gaps. The review of the earlier studies and the observations of the researchers
help in evaluating the strength and weakness of the concepts used earlier. As a result, it is
a prerequisite review those studies and specifies appropriate concepts as applicable to the
present study. It guides the researcher in understanding the methodology used, limitations
of various available estimation procedures and database and lucid interpretation and
reconciliation of the conflicting results. In case of conflicting and unexpected results, the
researcher can take the advantage of knowledge of other researchers simply through the
medium of their published works.

1. William R. George (1999) uncovers reason for investigation of elements in

charge of brand inclination in soda pop industry, expanding rivalry more,
because of globalization is inspiring numerous organizations to construct their
systems completely with respect to building brands. Brand inclination intends
to think about the diverse brands and choose the most favored brand. This
brand inclination is affected by different elements. In the ID of components
influencing the brand inclination, it was presumed that Brand persona is the
best factor that influences the brand inclination. This Brand persona manages
the identity angles or the outer traits of brand, hence one might say that buyer
lean toward any brand by taking a gander at the outside properties of a brand

2. Beverly J. Tepper (1998) inspected the relative commitments of taste and

wellbeing contemplations on shopper enjoying and buy purpose of cola drinks.
Eight sorts of business cola drinks were assessed by 305 grown-up buyers who
likewise finished a short survey on soda pop utilization propensities.
Information were investigated utilizing factor examination. Results uncovered
that buy aim of cola drinks was unequivocally identified with level of
preferring and to a few key tangible traits including saltiness, drinks flavor and
oiliness. These factors rose as the principal factor in the examination, proposing

63
 that customers see these qualities as being most vital in their decision of cola
drinks. Second depicted a wellbeing measurement and was identified with
respondents' states of mind toward fat in the eating regimen. Third factor
involved two staying tangible traits (shading and crunchiness), which clearly
were of minor significance to the respondents. These information propose that
notwithstanding current worry about decreasing dietary fat, wellbeing stays
optional to taste in the choice of cola drinks for buyers in this populace.

3. Singh (1989)8 in his book "Advertising and customer conduct" expressed that
shopper conduct had dependably a degree for look into thinks about, on the
grounds that the states of mind and impression of buyer were changing with the
progression of time. Such sort of purchaser research would empower the
makers, wholesalers and merchants to plan powerful deals and promoting
methodologies. The showcasing plans must be founded on distinguishing and
envisioning the purchaser needs and their changing want and goals. The makers
attempts ought to pull in the general population by offering what they loved the
most, yet in addition ought to have their support by meeting their fulfillment on
a nonstop premise.

4. Srivastava and Shocker's (1991)18 in their examination on "Pop pops: A

perspective on its hugeness and estimation" soft drinks contain size and cost.
Gauge is the course of action of affiliations and lead on the part o the brand's
customers, channel people, and parent association that enables the brand to
acknowledge attainable and isolated high grounds. Cost is the money related
consequence of the organization's ability to typical brand measure through vital
and key exercises in giving predominant present and future advantages and
lower risk. It can be contemplated that size implies the customer part of brand
esteem and esteem suggests the cash related piece of brand esteem and esteem
insinuates the budgetary piece of a comparative thought.

5. Tepper and Amy (1998)36 in their investigation on "Customer Acceptance of

Coco-cola Drinks in Rural Area (Taste (or) wellbeing)" inferred that the
relative commitments of taste and wellbeing contemplations on buyer loving
and buy purpose of Coco-cola drinks. Eight sorts of business Coco-cola drinks
were assessed by 305 grown-up buyers who additionally finished brief survey
on sustenance propensities. These variable rose as the main factor in the
investigation, proposing that shoppers see these attributes as being most
essential in their decision of Coco-cola drinks. The second factor portrayed a
wellbeing measurement and was identified with respondents dispositions
towards fat in the eating regimen. The industrial facility three included two

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 staying tangible qualities (shading and crunchiness) which obviously were of
minor significance to the respondents.

6. Sakuntala Narasimman (1999)41 in her purpose of saw the soda pops

commercial lead of misdirecting propensity for the youngster shoppers the
sponsor realize that utilization propensity and inclination created in youth get
conveyed into aburtood Coco-Cola drinks contain manufactured substance
sweetness (for less expensive than ordinary sweetness) which are just vacant
calories and give no supplements. Sponsorship of games occasions like cricket
coordinates the utilization of game men as models in promotions and
challenges with alluring prizes..

7. Venugopal Rao (1999)46 in his articles as "Nexus between center estimation of

a brand and Brand augmentation" broke down that the utilization example of
country India as to sodas was in reality changing and the provincial masses
were changing over to marked sodas when contrasted with their unbranded
partners. Brand distinguishes the item and uncovers the realities of its
distinction, practical esteem, joy esteem and emblematic incentive as an
impression of the purchaser's mental self view.

8. Jacobson (2000)47 in this study on “Small taxes on soft drinks and snack food
to promote health”, concluded that small taxes on soft drinks, candy, gum and
snack food are politically feasible and, when revenues are applied to health
programmes, are likely to be supported by many consumers. He suggest that
public health professionals consider recommending snack taxes as a means of
funding health eating and physical activity programs. Such programs could
result in better health and lower health care costs.

9. Stephen Daniells (2008), objective was that to gauge the nature of the soda pop
and inclination. Four elements were distinguished for the plan: four shading
forces, three flavorings, two mark writes (delicate versus hard), and two pack
sizes (standard versus oversize). By utilizing both quantitative (hedonic testing)
and subjective (center gathering) approaches, the specialists found that the
fundamental elements which drive buyer inclination for this idea are shading
force and seasoning. In fact, shading force represented 43% and flavor 32% of
the customers general loving. "Pack size and mark compose" are considered by
the purchaser to a lesser degree. The procedure of a subjective screening related
to a conjoint investigation on significant tactile qualities has indicated great
exhibitions to fit shoppers exemption: it has now to be repeated, as each brand

65
 idea and item is an extraordinary mix intended for a particular customer
gathering.

10. Sampathkumar (2003) in his article entitled "Brand Preferences Acidity of Soft
Drink Market" calls attention to that the customers conduct includes
understanding the procurement, utilization, and aura of the items and
administrations. Those engaged with dissecting it, be it purchasers, advertisers,
go betweens, or administrative organizations, ought to consistently try earnest
and essential endeavors and take intermittent measures to reinforce the
assortment of information that is as of now existing. He additionally
recommends that the shoppers consistently both in urban and rustic zones, want
to have quality items at sensible cost and they trust increasingly the exhortation
of retailers.

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CHAPTER NO. 4

RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY

1. SAMPLING METHOD:

 Sample Size- 100 respondents

 Sample Unit- Graduation and the Post Graduation Students have been
taken as test unit.

 Sampling Area: Belapur (Navi-Mumbai).

Sampling Technique: Simple random sampling

2. RESEARCH DESIGN:

 The research design carried out for this research is basically probability
research design and descriptive research design.
 For this research, we visited among youth generation in Belapur and
gathered appropriate information as per the questionnaire.

3. DATA COLLECTION:
The following are the methods used for the purpose of collection of
data:

 Primary Method:

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 The essential information is gathered with the assistance of Questionnaire and
Observations, which are the basic methods of collection of data.

 Secondary Method:

Sources like journals, catalogue of the company, various internet sites, product range
book of the company etc are the secondary sources of data collection.

4. TOOLS OF DATA ANALYSIS:

Pie diagrams, Tables and Bar diagrams are used as a tool for analyzing the data.

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 LIMITATION OF THE STUDY

Though precautions and attention were taken by the researcher to make the study subjective and
error free, this study is not free from the restrictions. The constraints of the review are:

 The exploration has been prepared within a period of one month and thus there was
limited time for directing the research and literature review.

 Some of the respondents might have been one-sided in their reactions in that capacity
the investigation could change to some extent.

 A small sample size of 100 youngsters is taken, so we cannot draw inductions about the
populace from this example measure.

 The study is based on the prevailing brand preference of soft drinks among youngsters
in Belapur (Navi-mumbai). But the youth preferences may change accordingly to time, fashion,
technology, development etc.

 The scope of the study is limited to the area of Belapur (Navi-mumbai). So we cannot
draw inductions about the populace from this example measure.

 Time span is short and resource constraints.

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 DATA ANALYSIS AND INTERPRETATION

1. NAME (100 responses)

Interpretation:

There are 100 respondents which we got through survey method which was conducted in
Belapur (Navi-mumbai) among youth to find out which brand they prefer in soft drinks.

Interpretation:

According to the above figure seen that out of 100 respondents, Male respondents are 70%
while the female respondents are 30%.

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Interpretation:

According to the above figure, out of 76 respondents the age group between 15 – 35 is 78.9% in
purchasing soft drinks in Belapur as compared to other age groups between 10 – 15 is 13.2%.
The age group between 35- 50 is 7.9% is the lowest in buying soft drinks.

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Interpretation:

Out of 100 respondents, the youngsters from undergraduate background are 78% while other
others from postgraduate background 22% in purchasing of soft drinks

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Interpretation:

According to figure seen above it shows that out of 100 responses, 88% of youngsters in belapur
like consuming soft drinks while there are about 12% youngsters do not like soft drinks.

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Interpretation:

As per above mentioned figure, there are people of about 48.5% who buy soft drinks on weekly
basis as compared to others, 43.4% youngsters who buy on monthly basis. 8.1% people purchase
soft drinks on daily rountine.

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Interpretation: From the above pie diagram we can study that most of the purchases are
unplanned as the data shows 86%, and 11% indicates planned purchase.

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Interpretation:

According to the above figure mentioned, out of 100 respondents there are 66% youngsters who
prefer cola drinks flavour, 32% people prefer mango flavoured soft drink while 28% prefer
lemon flavoured soft drink. Orange flavoured soft drink is being preferred by 21% youngsters.
1% prefer paperboat drinks, health drinks, Redbull and sprite drink.

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Interpretation:

According to the above pie chart, 59% people prefer spending Rs. 25 – Rs 45 on purchasing a
soft drinks. While other 18% people spending on soft drink on a range of Rs. 45- Rs. 65.
There are 17% of people who prefer spending Below Rs. 25 while 6% prefer spending Rs. 65
& above on purchasing a soft drink.

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Interpretation:

As per above mentioned pie chart out of 80 respondents, 27.5 % people who buy soft drink at a
quantity of 500 ml- 1 Ltr. Quantity of 1.5 Ltr-2 Ltr is being purchased by 22.5% people while
1 Ltr- 1.5 Ltr quantity is also being purchased by 22.5% people. There are 18.8% youngsters
who buy soft drink of quantity Below 500 ml and the remaining 8.8% prefer quantity of 2 Ltrs
& above.

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Interpretation:

According to the above seen figure, Out of 98 respondents 29.6% are attracted towards the
Coca-cola brand in soft drink while that of 17.3 % youngsters are attracted towards the sprite
brand. 7Up brand are being attracted by people of 16.3%, while 15.3 % people are attracted to
the ThumsUp brand. Remaining 11.2% people are attracted towards the pepsi brand in soft
drinks.

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Interpretation:

81
As per the above mentioned information, 100 respondents mentioned their choice of brand
which they prefer in soft drinks and state reasons why they prefer this brand in soft drinks.
They stated many different kinds of reasons like because of the design, brand, flavours,
reasonable price, Quantity, its services rendered, choices which they like in soft drinks and
likings which differs from person to person.

Interpretation:

According to the above mentioned figure indicates that out of 98 responses, 76% youngsters
purchase soft drinks from retail shops whereas 48% people purchase soft from supermarkets.
3% youngsters prefer purchasing soft drinks from Bakery shops while remaining 1% people
prefer buying soft drinks from resturants.

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Interpretation:

According to the figure mentioned above, Out of 99 respondents 60% youngsters

personal will motivates them on buying a soft drink. 43% people buy soft drinks for
parties whereas 37% people buy occasionally like birthday, anniversaries etc. 15%
youngsters get motivated on festivals to buy soft drinks. 1% people buy soft drink on
any day.

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84
 Chapter no. 5

Findings, Conclusion and

Suggestion

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 FINDINGS OF THE STUDY

Findings of the study will help marketers understand brand preference practices in soft drinks
market. It will provide substantial information about level of customer involvement in brands
searching, analyzing attributes and brand choice for the high involvement product soft drinks. It
will also help to develop the profile of specific customer of brands. The finding of the study are:

 The researcher has made an attempt to find the important factors which are responsible
for Brand switching when GENDER is taken into consideration while varieties, flavours,
price, quality are prominent elements for Brand Switching.

 Coca-cola soft drink brand which is very famous among youth respondents. This is due
to the features of Coca-cola brand which always fulfill their customers demands.

 Coca-cola and sprite soft drink brand are given the highest preference by youth
respondent because of their Quality, Flavours, variety, refreshing and affordable price.

 According to the finding, the respondents prefer spending on a soft drink is between the
range of Rs. 25- Rs. 45.

 The second preference by the respondents in soft drink is Sprite which is one of the
leading brand in soft drink industry in India.

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 CONCLUSION

As stated in the objectives, this study is aimed at studying the b rand preference and
factors influencing young consumers of packaged soft drinks. The major part of the
soft drink consumers are in 15-35 age groups. The most preferred brand is Coca-
cola and second position is Sprite as per youngsters choice. The consumption of soft
drinks products increase comparing with previous times. The changing living
pattern and life style of the peoples are changed a lot so soft drinks where common
preference among all the individuals with the change in life style and income level,
peoples are shifting their consumption patterns. The competition between the brands
lead to a high influence in buying behaviour of the consumers because their
marketing strategy. The quality and taste are influencing in consumer purchasing
decisions. Soft drink consumption is no good for health there are so many disease
incur through soft drink consumption but our changes in life styles soft drinks
consumption is an important product item in modern society both urban and rural
and becoming more popular in the consumer world. At present soft drink market is
one of the most competitive markets in the world.

The principle goal of the review was to recognize brand preference for soft drinks in
the area of Belapur (Navi-mumbai). The researcher concludes that the prominent
brands among youth are Coca-cola, sprite, 7Up, ThumsUp and many more. The
results revealed that dominant group of soft drink consumers were under of age of
15-35 wherein the subgroup includes youngsters like students including
undergraduates, postgraduate and Phd students. It is noted that Brand Loyalty is the
most considered attributes among youth.

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 SUGGESTIONS

1. Maximum of the respondents, prefer soft drinks during summer seasons. Hence,
more sales promotional measures may be undertaken during summer.

2. Majority of respondents prefer soft drinks packed in plastic bottle. Hence, producers
may increase supply of soft drinks in plastic bottles.

3. Continuous advertisement attracts the customers. Hence, continuous advisements

may be made to increase market share.

4. Customers change the brand because of new varieties of product, so manufacturers

should produce new products & launch in market frequently.

5. Youth should:

 Reduce their consumption of regular sports drink, soda or pop and other sugar –
sweetened beverages.

 Increase their consumption of water and low fat or fat milk

 Reduce youth’s access to sugar- sweetened beverages to decease consumption.

 Encourage adolescents to drink water and low fat- free milk, or limited amounts of 100%
fruit juices, as an option.

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 ANNEXURE

QUESTIONNAIRE

SECTION A: PERSONAL INFORMATIONS

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 BIBLIOGRAPHY

BOOKS

 BUSINESS RESEARCH METHODS - Dr. K . venugopalan

 MARKETING MANAGEMENT - V.S. Ramaswamy,

 S. Namakumari

 RESEARCH METHODOLOGY - C.R. Kothari

JOURNALS

 Shanmuga sundaram (1990), Customer Experience in Drinks, Business Intelligence

Journal, January, Vol.3 No.1

.  MitaSujan’s (1990), impact of advertisement on the brand preference of aerated drinks,

Asia Pacific Journal of Marketing & Management, Vol.2 No.2.

 Donnelly (1995), Exploring Consumer Attitudes towardsAdvertising ”, International Journal

On media management, vol.5, No.2.

Web Resources:

 www.coca-colaindia.com
 www.manufacturingdrinks.com
 www.pepsicoindia.co.in
 www.wikipedia.com

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Plagiarism Report

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