A STUDY ON CONSUMER SATISFACTION TOWARDS PRODUCT LINE

OF COCA COLA COMPANY (WITH REFERENCE TO CHENNAI

REGION)

A Summer Internship Report

Submitted to the

UNIVERSITY OF MADRAS
In partial fulfillment of the requirement for the award of

the Degree of

Master of Business Administration

Submitted by

DINESH D

Register no: 712000207

Under the guidance of

Mrs. A. AJITHA

MBA., DCTE., Ph.D.

Assistant Professor

DEPARTMENT OF MANAGEMENT STUDIES

SRM ARTS AND SCIENCE COLLEGE

KATTANKULATHUR

CHENGALPATTU DISTRICT – 603203

MAY - JUN 2021

 BONAFIDE CERTIFICATE

This is to certify that the internship project report titled is a bonafide “A STUDY ON
CONSUMER SATISFACTION TOWARDS PRODUCT LINE OF COCA COLA
COMPANY (WITH REFERENCE TO CHENNAI REGION)” work carried out by DINESH.
D (REGISTER NO: 712000207) is a partial fulfillment for the award of the degree of MASTER
OF BUSINESS ADMINISTRATION in the UNIVERSITY OF MADRAS during the academic
year 2019-2021 under my guidance.

Mrs. A. AJITHA Dr. J. SARAVANAN

Faculty & Guide Head of the Department

 DECLARATION

I, DINESH D hereby declare that the project work entitled A STUDY ON

CONSUMER SATISFACTION TOWARDS PRODUCT LINE OF COCA COLA
COMPANY (WITH REFERENCE TO CHENNAI REGION) submitted to the
University of Madras in partial fulfillment for the award of the degree of MASTER OF
BUSINESS ADMINISTRATION is a record of original research carried out by me under
the guidance of Mrs. A. Ajitha, Assistant Professor, Department of Management studies,
SRM Arts and Science College.

PLACE: Signature of the Candidate

DATE: (DINESH D)
 ACKNOWLEDGEMENT

This project represents the combined effort of a large number of

individuals and it is my pleasure to acknowledge those concerned.

I am very grateful to Dr. R. VASUDEVARAJ, Principal of SRM

ARTS AND SCIENCE COLLEGE for encouragement and inspiration.

I am highly indebted to Dr. J. SARAVANAN, MBA, Ph.D., Head

of the Department of Management Studies for her valuable co-operation
and extending moral support during the course of this work.

My sincere thanks to MRS. A. AJITHA for his guidance.

I take this opportunity to thank to all the faculty members for their
continuous encouragement which motivate me to complete the project
successfully.

My heartly thanks to my family and friends and other assistance for

successful completion of the project.
 TABLE OF CONTENT

CHAPTER CONTENTS PAGE

NO

I INTRODUCTION 1-24

II REVIEW OF LITERATURE 25-28

III RESEARCH METHODOLOGY 29-46

IV DATA ANALYSIS AND INTERPRETATION 47-61

V FINDINGS, SUGGESTIONS AND

CONCLUSION 62-64

APPENDIX

BIBLIOGRAPHY
 CHAPTER-I
INTRODUCTION
 CHAPTER I- INTRODUCTION

Definition of Marketing

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.

Definition of Marketing Research

Marketing research is the function that links the consumer, customer, and public to the
marketer through information–information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing strategies; evaluate
marketing performance; and improve understanding of marketing as a process. Marketing
research specifies the information needed to address these problems, designs the method for
collecting data and information, manages, organises and implements the data collection
process, analyses the results, and communicates the findings, interpretations and their
implications.

Marketing as a discipline involves the actions an organisation undertakes to draw in its

potential customers and maintain a quality relationships with them. Networking with the
potential consumers is part of the work strategy adopted by the business, and can also include
writing thank you mails, playing fun games like golf with potential clients, maintaining the
incoming and outgoing calls and emails quickly, and meeting with clients for tea or a lunch.
Matching products to customers ultimately ensures profitability and a healthy long-run life of
the company. The majorly wide 4ps concept of marketing include product, price, place and
promotion. They enable a smooth marketing structure in any kind of business adopted. The
idea of the 4ps was widely adopted and implemented in the early 40s.

INTRODUCTION TO CONSUMER BEHAVIOR:

Consumer behaviour is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services, including the
consumer's emotional, mental and behavioural responses that precede or follow these
activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in
the marketing area.

Consumer behaviour is an inter-disciplinary social science that blends elements

from psychology, sociology, anthropology, ethnography, marketing and economics,
1
especially psychological and behaviouristic economics. It evaluates how attitudes and
preferences impact the buying behaviour of the consumer groups. Features of consumers such
as preference variabilities, lifestyles and behavioural chnages such as rate of usage, occasion
of usage, brand loyalty, willingness to referrals providing, in an effort to study people's needs
and consumption are all investigated in formal studies of consumer behaviour. It also studies
the impacts, on the consumer, from groups such as friends, family, reference groups, and
society.

The study of consumer behaviour is majorly based on the needs, differences and choices the
consumers tend to make. It creates an ease in target identification when the business needs to
focus on the advertising strategies to capture the market. As consumers constitute the major
part of any market, it is a basic necessity of the business to understand, study and satisfy their
potential consumers.

Consumer behaviour majorly emphasis on the idea of satisfying the consumer population to
gain a better market share. Consumer behaviour can vary from one person to another
according to their taste and preference towards a certain product. The study of this consumer
behaviour is one of the most important guiding aspect towards the long run goals of a
company.

DEFINITIONS:
1. Consumer behaviour is simply defined as “the study of psychological, social and
physical actions when people buy, use and dispose products, ideas, services and
practices (Peter and Olson, 2008).”

2. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal
consumption’.

3. According to Louden and Bitta, ‘consumer behaviour is the decision process and
physical activity, which individuals engage in when evaluating, acquiring, using or
disposing of goods and services’.

4. According to Solomon (2006) “consumer behaviour is defined as the process of

decision making and physical activity involved in acquiring, evaluating, analysing,
and disposing of goods and services to satisfy needs and want”

2
 5. Belch and Belch (2001) quoted that consumer behaviour is “the process and activities
of people engage when searching for selecting, purchasing, using, evaluating and
disposing of products and services as if satisfy their need and desires.

6. Peter and Olson (2008), defined the term as ‘over consumer behaviour’ which means
the term consumer behaviour or activities can be analysed by both qualitative and
quantitative methods.

CONSUMER MARKETS:

A consumer market is the system that enables us to purchase goods, products and services.
These are the items that can be used for personal needs or shared with any other person. In a
consumer market you are provided with the sole right to make your own decisions on how
you spend your money, purchase products and use them. The more the consumers actively
purchase, the more active will be the consumer market.

CHARACTERISTICS OF CONSUMER MARKETS:

• Demographic Characteristics of Consumer Markets:

The consumer market can be characterised based on demographic factors such as the
difference in gender, age, income, occupation, education, religion, generation, nationality,
household size and even social class. Mostly demographic categories are organised and
defined by a certain range predefined or identified by the company. For example, companies
may identify the age of their consumers in the 18 to 24, 25 to 34, 35 to 54, 55 to 65, and 65+
age groups.

These demographics factors are mostly identified using the business tools like surveys,
questionnaires etc. This enables the companies to target and run advertisements and other
such promotional methods to increase the market strength. For example, a new cell phone
may be targeted toward 18 to 24-year-olds with incomes between $25,000 and $50,000.
• Psychographic Characteristics of Consumer Markets:

The characteristics of the consumer market could be psychological in nature. This include
interests, ideas, preference, activities, values and attitudes. Additionally opinions and
attitudes can be both specific and general. A company may better understand consumer
opinions and attitudes after conducting a focus group, and can use that information to tailor
advertising or marketing campaigns. Consumer values may pertain the idea of how a group of

3
consumers may feel about a certain product. This is one of the most major character which
defies both in a profit oriented market as well as a non-profit organisation.

• Behaviouristic Characteristics of Consumer Markets:

Behaviouristic characteristics are also considered in marketing study. This includes the usage
of product rates, brand loyalty of the consumers, the status or rate of usage or how long they
have been a customer, and even consumer benefits they are willing to seek. Companies like
to know how often their consumers visit their restaurants, stores or shops. The companies
classify the users into a category of three that is, heavy, medium, and light users, this is to
reduce the burden of target fixing when to come to advertising. Marketers like to know which
customers are brand loyalists, as those consumers usually only buy the company's brand.
• Geographic Characteristics of Consumer Markets:

Consumer markets also have different geographic characteristics. These geographic

characteristics are often based on market size, region, population density and even climate,
according to the article "Market Segmentation" at netmba.com, a online business reference
site. A small retailer may find opportunities in a small market in which larger competitors
have no interest. Companies that sell beachwear will likely sell more products in warmer
climates. Consumers in different regions of the country also have different tastes in food and
style.

BEVERAGE INDUSTRY IN INDIA:

Indian beverages, both alcoholic and the non-alcoholic soft drinks are diverse in nature just
like its people, influenced by the country’s diverse geographical structure and climatic
conditions. Hot summers demand thirst-satisfying, refreshing drinks, while cold winters call
for hot drinks with steaminess. Every region tend to have their own ideal drinks suited for
their climatic conditions and preferences. These most likely contain a mixture of herbs and
spices, with blends concentrated on the health benefits local ingredients.

Classification of Beverages:
Beverages are liquids produced for consumption purpose. They may be in the form of
solutions like Coffee, tea or milk or even refreshing drinks like Soft Drinks, Juices, energy
drinks and Water. They are mainly classified into:

4
▪ Alcoholic Beverage
▪ Non-alcoholic beverage

Non-alcoholic beverages are divided into:

1. Carbonated soft drinks

2. Fruit juice

Soft drinks are again classified into,

1. Cola based
2. Non-Cola based

INTRODUCTION TO SOFT DRINKS INDUSTRY:

Soft drink, any of a class of non-alcoholic beverages, usually but not necessarily carbonated,
normally containing a natural or artificial edible acids, sweetening agents, natural or artificial
added flavours. Natural flavours are generated from fruits, vegetables, berry fruits, roots of
flavoured plants, herbs, and other such plant sources. Coffee, milk, cocoa chocolate, and
diluted fruit and vegetable juices and drinks are not included in the soft drinks category.
The term soft drink was formed to distinguish between the flavoured drinks from the
hard liquor which is alcoholic drinks or distilled spirits. Soft drinks were introduced as a
substitute as to reduce the alcohol drinking habits of the early Americans. And indeed, health

5
concerns relating to almost all beverages of modern consumers led to a whole new categories
of soft drinks emphasizing low sodium content, no caffeine, low calorie count and “all
natural” ingredients idea.

TOP 5 SOFT DRINKS IN THE WORLD:

1. Coca-Cola

Coca-Cola is the most popular and successful soft drink in the world with the most number of
consumer population. Commonly known in short as Coke, the beverage is produced and
marketed in almost 210 countries across the globe. Along with at least 500+ other variant drinks
producers are marketed by the Coca-Cola Company, there is neither a soft drink nor a soft drink
company that has successfully captured the market and consumer interest like coca cola.

2. Pepsi

Pepsi is a cola type drink produced by PepsiCo. This carbonated soft drink coms in different
categories with variant flavours and tastes as its own. Some of these different drinks by the
company include Pepsi Next, Pepsi Vanilla, Diet Pepsi, Crystal Pepsi, Pepsi Zero Sugar and
Caffeine-Free Pepsi. Pepsi is one of the soft drinks popular in the market due to its low caloric
value. A 12 ounce soft drink can of Pepsi contains only unto 150 calories which is very low
compared to many other cola drinks in the market.

6
3. Red Bull

Red bull has gained wide popularity during the last few years across the globe. It is a non-
alcoholic energy drink that abundantly contains the major energy elements such as vitamin B-
complex, carbohydrates and amino acid taurine. During physical activities, the taurine aspect
in Red Bull gets to work adding to the deficient taurine in your body thus immensely boosting
your body energy level. A mere average of 500 billion red bull cans are sold annually in and
around USA, India, Europe, Middle East etc. It is a distinct soft drink with enhanced quality
and hence serves as one of the most popular soft drink.

4. Nestlé S.A

This brand is more into production of instant coffee drinks, bottled water products, crunches,
smooties and baby food items along with other food and beverage products that are widely sold
in the market. It is the largest food and beverage brand in the world but when it comes to the
sole product line of beverages, it goes to a fourth position. One of the most popular drink
produced by the brand is the instant coffee drink, Nespresso and also Nestle Waters is another
nestle drink and helped the company appear in the top 10 soft drink companies in 2017.

5. The Gatorade Company

The drink was produced in the early 1960s by the university of Florida doctors to help their
football team players catch with dehydration troubles faced by the team. The team was called
the Gators from which the name of the product was designed. It is due to such reasons that
the debut Gatorade lemon-lime-flavoured is now the best and used sports drinks in the US
and many other countries. Today, the brand has produced a variety other different drinks and
products including vitamin waters, energy bars etc. and also it is manufactured and produced
by PepsiCo.

7
 COMPANY PROFILE:

About the company:

Coca-Cola is one of the largest beverage company in the world, offering a wide range of safe,
healthy, quality soft drinks and cola products to the consumers. Ever since it made a
comeback in 1993, the Company has established an unmatched portfolio of beverages,
refreshing and satisfying consumers with its popular beverage brands like Coca-Cola, Coca-
Cola Zero, Diet Coke, Fanta, Thumps up, Fanta Green Mango, Limca, Sprite, Sprite Zero,
Maaza, Minute Maid range of juices, Georgia and Georgia Gold range of hot and cold tea and
coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN
energy drink. The Company along with its bottling partners, through a strong network of over
2.6 million retail outlets, reaches the lives of millions of consumers. It is also the most
preferable and sold brands in the world.

LOGO:

MISSIONS:

• To refresh the world...

• To inspire moments of optimism and happiness...

• To create value and make a difference.

VISION:

• People: Be a great place to work where people are inspired to be the best they can be.

• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy
people's desires and needs.

• Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.

• Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

8
• Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.

• Productivity: Be a highly effective, lean and fast-moving organization.

VALUES:

• Leadership: The courage to shape a better future

• Collaboration: Leverage collective genius

• Integrity: Be real

• Accountability: If it is to be, it's up to me

• Passion: Committed in heart and mind

• Diversity: As inclusive as our brands

• Quality: What we do, we do well

HISTORY OF COCA COLA:

The Coca-Cola Company, American corporation founded in 1892 and today engaged
primarily in the manufacture and sale of syrup and concentrate for Coca-Cola, a sweetened
carbonated beverage that is a cultural institution in the United States and a global symbol of
American tastes. The company also produces and sells other soft drinks and citrus beverages.
With more than 2,800 products available in more than 200 countries, Coca-Cola is the largest
beverage manufacturer and distributor in the world and one of the largest corporations in the
United States. Headquarters are in Atlanta.

The drink Coca-Cola was originated in 1886 by an Atlanta pharmacist, John S. Pemberton
(1831–88), at his Pemberton Chemical Company. His bookkeeper, Frank Robinson, chose the
name for the drink and penned it in the flowing script that became the Coca-Cola trademark.
Pemberton originally touted his drink as a tonic for most common ailments, basing it
on cocaine from the coca leaf and caffeine-rich extracts of the kola nut; the cocaine was
removed from Coca-Cola’s formula in about 1903. Pemberton sold his syrup to local soda
fountains, and, with advertising, the drink became phenomenally successful. By 1891 another
Atlanta pharmacist, Asa Griggs Candler (1851–1929), had secured complete ownership of the
business (for a total cash outlay of $2,300 and the exchange of some proprietary rights), and

9
he incorporated the Coca-Cola Company the following year. The trademark “Coca-Cola” was
registered in the U.S. Patent Office in 1893.

Coca-Cola advertisement, c. 1890s.

[Somebody Knew I was coming, a depiction of Santa Claus holding a bottle of Coca-Cola; painting by Haddon
Sundblom for the Coca-Cola Company, 1940]

10
New markets for coca cola opened in the 1990s and the company began selling products
in East Germany for the very first time and in India in 1993. The first bottle from partial
recycled plastic was introduced in 1992 which was a major breakthrough in the industry at
the time. Coca-Cola introduced many new and variant beverages during the 1990s, which
includes the Asia-marketed Qoo children’s fruit drink, Powerade sports drink, and Dasani
bottled water drink. Coca-Cola also took over Barq’s root beer in the United States which
was then, one of the best beer product in the country. It also bought other major soft drink
companies like Inca Kola in Peru, Maaza, Thums Up, and Limca in India, and Cadbury
Schweppes beverages, which were sold in more than 120 countries around the world.

The early 2000s was a hard turn for the company as coca cola was alleged of illegal soil and
water pollution, as well as other human rights violations were charged against the company.
In the year 2001 the United Steelworkers of America and the International Labor Rights Fund
filed a legal lawsuit against Coca Cola company as well as Bebidas y Alimentos and
Panamerican Beverages claiming that these companies had took part in the so-called “death
squads” to torture, kidnap, intimidate, exploit and even murder union officials in America,
especially Latin America. The controversy caught the worldwide attention which led many of
the American universities to ban the sale and consumption of Coca-Cola and coca cola
products on their campuses. But the lawsuit was eventually dismissed by the courst when
found not guilty.

In the year 2005 the company brought the product Coca-Cola Zero into the market which is a
zero-calorie soft drink with the same taste of regular Coca-Cola. It pulled in a lot of interest
in the markets as of the qualities the product had to offer. In 2007 the company bought
Energy Brands, along with its variously flavoured waters. In the same year Coca Cola
announced that it was to join the Business Leaders Initiative on Human Rights, which is a

11
group of companies working together to develop and implement corporate responses to
human rights issues that affect the business world including consumer grievances.

[Evolution of coca cola contour bottle]

COCA COLA IN INDIA:

BACKGROUND:

The Coca-Cola Company was introduced in India in 1949 and, in 1950 it opened its market in
the country. However, in the year 1977, the company had to withdraw operations from the
country due to a protest of regulations and legislation by the Government of India pointing
the dilution of equity. But on October 24, 1993, the company decided to enter the market
again, and have captured a quality market share ever since.

SUSTAINABILITY:

The company claims to be supporting sustainable growth by taking initiative in the appraisal
of social aspects like environmental protection, fight against pollution, social welfare
schemes, women empowerment etc. Coca Cola India also launched a mission called the 5by
20 in the year 2010 which aims at producing 5 million women entrepreneurs in 5 different
industries by the year 2020. Coca-Cola India along with NDTV launched the Support My
School initiative the year 2011. It focused on activities such as providing better access to
clean water, sanitation facilities for the adolescents, improving school and surrounding
infrastructure facilities, supporting environmental causes like pollution and deforestation,
building recreational facilities, and also recharging underground water level through rain
harvesting in the rural and semi urban schools.

12
GROWTH IN INDIA:

The Coca-Cola system in India has already invested about 2 billion dollars till the year 2011,
since its re-entry into India in 1993. The company is also planning to invest another 5 million
dollars by the year 2021. The Coca-Cola Company and the system in India directly alone
provides employment opportunities to more than 25,000 people including those on contract
and other similar agreements with company. And also the system has produced indirect
employment for about 1, 50,000 people in industries related through its vast collection,
procurement, supply and distribution chain. With an ensuring commitment to building
sustainable communities, the Company is focusing on initiatives and acts that reduce the
environmental degradation, enable healthy living, creates a safe and promising work
environment for the associates and contributes to the development of sustainable
communities. The entities that comprise the Coca-Cola System in India are:

Coca-Cola India Pvt Ltd is a wholly-owned subsidiary of The Coca-Cola producers,

manufactures, sellers constituting the system of beverage bases and powdered beverage
mixes. A Company owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd,
thirteen licensed bottling partners of The Coca-Cola Company, who are authorised to prepare,
package, sell and distribute beverages under specified trademarks of The Coca-
Cola Company; and an efficient and extensive distribution system comprising of our
customers, distributors and retailers are the other pillars of this coca cola system. Coca-Cola
India Private Limited sells concentrated beverage bases to authorised bottlers.

13
COCA COLA PRODUCTS IN INDIA:

Coca-Cola Minute Maid Colour Minute Maid Anar

Fruit Punch Twister Minute Maid Guava

Minute Maid Orange

POWERADE Maaza Gold

Limca

Limca Juicy+ Masala Maaza Refresh

Thums Up

Sprite Juicy+ RimZim

Schweppes Tonic

Coca-Cola Light Vitingo

Maaza

Fanta
Minute Maid Apple Vio Flavoured Milk

Fuze Tea Peach

Kinley Water Aquarius Orange

Fuze Tea Lemon

Minute Maid Mango Minute Maid Indian Anar

Sprite
Minute Maid Nimbu Minute Maid Tomato

Zico Sprite Zero

Barbican

Schweppes Soda
Georgia
Minute Maid Cranberry

Minute Maid Litchi Kinley Soda

Kinley Fruitizz

Minute Maid Pulpy Minute Maid Guava

Minute Maid Mixed Fruit

smartwater Minute Maid Mixed Fruit

Fruit Punch Mosambi
Schweppes Ginger
Thums Up Charged
Apple Sparkle

Coca-Cola No Sugar
Minute Maid Litchi
fanta juice

Aquarius Apple Minute Maid Mosambi

14
STRATEGIC ACTIONS ADOPTED BY COCA-COLA:

The major 5 strategic actions adopted by the company to achieve its long term goal are as
follows:

1. Market segmentation

Market segmentation is a strategy based method to segment or divide the market on the basis
of volume and capacity of buyers of the product and using the most appropriate strategies to
increase sales and hence, gaining profits from each division. Coca Cola used this method to
divide the business market according to easy emerging markets, on process developing
markets and already developed markets since every nation in the 200+ nations play an
important role in the growth and development. In the easy emerging markets, the priority
focus was on growing the sales amount rather than the profit volume, so that it increased its
buyer domains and make a strong base for long term business. This was made possible to the
market by providing the product at economical and lower prices so as to higher masses of
population are enabled to enjoy it. In developing markets, a equilibrium was made between
sales volume and pricing, therefore, in developed nations the main focus was on higher profit
making by providing small packages and premium quality packages like brass, glass and
aluminium bottles. In the year 2015, globally, price went higher by 2 percent as did sales
volume. Coca Cola in the year also gained a huge worldwide market share in their industry.

2. Brand establishment and Customer relationship

Brand establishment becomes important while expanding a business portfolio. Buyers tend
to trust a branded product and often spend extra money on it rather than choosing an unheard
product over it. Brand name is viewed as an important aspect in developed markets. Coca
Cola made the most effective and absolute decision to invest their money in developing the
brand value by improvising and improving the advertisement strategy by investing huge
funds. These advertisements focused on making an impact on the public and changed the idea
of Coca Cola from an on time occasional soft drink to an inevitable part of people’s life. At
the same time, shares were invested to develop the position in energy drink category as well,
fruit juices and also healthy drinks by making strategic partnerships with Monster Beverage
Corporation, Suja (a line of premium organic juices), Fairlife ultra filtered milk etc. A major
breakthrough took place in 2015 when Coca Cola developed its first global marketing
campaign. The primary objective was to establish the „one-brand‟ strategy to bring all its sub
products under one brand name, Coca-Cola‟. The slogan “Taste the Feeling‟ launched in

15
early 2016 emphasizes the refreshment, taste, uplift and personal connections that are all part
of enjoying an ice-cold Coca-Cola. For the fitness-oriented consumers, it sent a wider
message that they can enjoy Coca Cola by choosing an appropriate type of drink with
differing number of calories in it.

3. Increasing financial efficiency

For any business, the major aim is to have higher gains for the investments with higher
productivity. In order to capture this, financial and economic efficiency plays a vital role.
Coca Cola made huge efforts to attain financial flexibility by implementing a solution known
as “zero-based work‟- where annual budgetary is revised from zero value and must be
justified on an annual basis at the yearend rather than simply computing over at various levels
identified in the previous years. Also, savings were made by deciding to advertise efficiently
and reduce expenses in non-media marketing methods like in the store promotion methods.
The organisation has made required arrangements to use the same idea and method to
increase the productivity further and make continuous effective savings, and accept it as a
day-by-day process of improving, improvising and getting better.

4. Increasing process efficiency

An organisation can be praised to be completely efficient when its idea, method and process
time is reduced without affecting the quality of the products or the service provided.
Processing time plays a major role when the demand is rapidly higher. Inefficiency in
planning process will lead to disruption and confusion in supply of high demands. In a
rapidly evolving business market with highly flexible consumer demands both in quantity,
quality and preferences, improvised supply chain markets, speed and empowered workforce
decide the real winner. Coca Cola took huge steps to reframe their business processes and
searched for low efficient areas to work on. It removed a whole layer of functional
management and connected our regional business units directly to headquarters. Further
investigation led to removal of process roadblocks and barriers which finally made it faster,
better and more efficient. Focus was also made to interconnect more with employees to make
work more fun, exciting and career empowering environment. Employees were encouraged
to nourish curiosity, learning, innovation and growth.

16
5. Focusing core competencies and business models

Coca Cola has developed a business model with portfolio including more than 500 brands
ranging from sparkling beverages to value-added dairy and many more. Over a billion dollars
annually are generated together by few of these in retail sales. It has managed to gather
various consumers with differential preference thereby generating profits from all segments
irrespective of market conditions. Its primary core competency has been the ability to manage
a huge system of independent bottling partners and also acquiring a number of bottlers under
its own. The primary aim has been to improve performance of bottling partners by increasing
productivity, performance, optimizing manufacturing and distribution systems and finally
refranchising the independence of bottling territories. All this effort finally creates value for
retail and restaurant customers. In 2015, the organisation took major steps in North America
to make company-owned bottling territories independent. The plan was to refranchise the
North America bottling system by end of 2017. A new unified bottling partner was planned to
set up in Western Europe and accordingly, a transaction was announced. Further,
developments and refranchising has been planned for bottling system in Southern Africa,
East Africa and China. Coca Cola plans to cut down company-owned bottlers to a minimum
of 3 percent from 18 percent of the whole global volume.

MARKETING MIX (4PS) STRATEGY:

Marketing Mix of Coca Cola analyses the brand which has 4Ps, that is, Product, Price, Place
and Promotion and also explains the marketing strategy of Coca Cola. As of the data acquired
in the year 2020, there are many marketing techniques and strategies like product
development, investment in marketing, customer experience/satisfaction etc. which helps the
product and the business grow rapidly.

Marketing strategy enables the companies to achieve its business goals and objectives, and
marketing mix consisting of the 4ps is the most widely used strategical framework to gain the
market. Here is elaborating the marketing mix of coca-cola.

17
 Coca Cola Product Strategy:
The product strategy of marketing mix in coca cola are as follows:

The product strategy of coca cola can be understood by studying its variant, differentiated,
wide product range. The following are few of the products offered by coca cola globally:
Coca Cola, Sprite, Fanta, Diet Coke, Coca Cola Zero, Coca Cola Life, Minute Maid,
PowerAde, Simply Orange, Coca Cola Light, Glaceau Vitamin water, Del Valle, Glaceau
Smartwater, Honest Tea, Osewalla, Powerade Zero

Coca Cola products are sold with different packaging and sizes. An example; its main
product Coke is sold in the market in bottles and cans of 200ml, 500ml, 1ltr, 1.5ltt and 2ltr
which majorly are made of glass and plastic. The Coca Cola logo is projected precisely on
each and every bottles and cans to help us differentiate it from Coke. Also the Coca Cola
bottles and cans have this unique and different shapes embarking the brand. Products like
Coca Cola, Sprite and Fanta got a very huge market shares in their predefined segments but
their growth is almost unstable. Therefore they generate huge cash for the benefit of the
company. Compared to the other products, Minute maid has the highest market share and
good growth rate in India.

18
 Coca Cola Price/Pricing Strategy:
The pricing strategy of coca cola are as follows:

A second degree price discrimination strategy is what coca cola follows in its marketing mix.
Which means, they charge variant prices for their products in variant segments. The soft
drink market is considered to be working as an oligopoly market which means it has a few
sellers and a higher number of buyers. And Coca cola and Pepsi are clearly seen to be
controlling the market for since a very long time. As one of the major feature of an oligopoly
market, pepsi and coca cola seem to be interdependent when it’s about the pricing and other
similar market gaining strategies. If Coke increases the price of its product compared to
pepsi, then there are chances that the consumers might shift to the product with a lower rate
especially in developing and underdeveloped countries where the consumers are seen to be
price sensitive. Hence both the companies get to an agreement of regulating a price parity in
the respective segments.

 Coca Cola Place & Distribution Strategy:

Following is the place and distribution strategy adopted by coca cola:

Coca Cola being an active member in the market for about 130+ years and successfully
working in more than 250 countries across the globe, it has invented an excessive distribution
system. The wide distribution system is all about the place strategy of the marketing mix. The
Coke produces their cola drink with its secret formula and distributes it to the bottling
companies situated in various parts of the world. The sizes and shapes of the bottles are
predefined by the company. The bottling companies then fill up the bottles with the
respective soft drink and then transport it to the storage warehouses and from there to the
retail and wholesale agents. From where the final consumers and public purchase the
products. Mostly the goods from the manufacturing location are distributed to the wholesalers
who provide these to the retailers according to the need and demand on a continuous basis.
Coca Cola has an exclusive distribution system and its products are made available in almost
all supermarkets and retail outlets across the world. And in India the company products are
made available to more than 3 million outlets.

19
 Coca Cola Promotion & Advertising Strategy:
The promotional strategy in the Coca Cola marketing strategy is as follows:

Coca Cola already set a bench mark for its effective advertising and marketing. The
promotional strategy of Coca Cola mainly focuses on excessive marketing through
advertisement campaigns with the help of media like television, online advertisement, printed
media, variety sponsorships etc. Coca Cola tries to involve in major sponsorship events like
American Idol, BET Network, NASCAR, NBA, Olympic Games, FIFA world cup etc. Also
Coca Cola launches television ads in various national languages across the globe which is
aimed at reaching higher audience. According to reports, in India in March 2016, Coca Cola
also launched “Taste the Feeling” Campaign which aimed reminding its buyers about the
wonderful, joyous, happy moments Coke brings to their lives. It was aimed at connecting
well with the Indian youth. These advertisements were telecasted in all the national channels
frequently attaining their goal of reaching the majority public.

Special incentives are given to the distributors and retailers for pushing Coke products. Also
these retailers are given refrigerators and Coca Cola hoardings for advertising the brand. At
supermarkets, special emphasis is given on the shelf spaces to generate more visibility of its
products. Coca Cola also engages in various CSR activities to help support environmental
and social issues across the globe. Hence, all these points give an overview on Coca Cola
marketing mix.

TOP COCA-COLA COMPETITORS:

Early back in 1948, Coca Cola had more than 60% of the market share. But almost by the end
of the year 1984, the company’s market share badly dropped to a minimum of 21.8% due to
the entry of Pepsi into the cola industry, making it one of the major coca cola competitor.
The Coca Cola Company has been seen actively acquiring and capturing drink brands and
other similar companies over the past years. Starting from 1960, Coca Cola captured brands
of soft drinks, fruit juices, colas and other similar beverages, such as Minute Maid, Thumps
Up, ZICO, Costa Coffee, Moxie and most recently Organic & Raw Trading Co. Pty Ltd
producing MOJO.
After many years of developing and establishing its name, the Coca Cola Company is one of
the leading soft drinks brand right close to the market giants like PepsiCo. The company
makes a wide range of soft drinks, in variant flavors and also in dietary versions, it also

20
focuses on energy drinks, bottled waters, and frizzy juices. With so many choices and
varieties, we’ll see what Coca Cola competitors offer that Coca-Cola can’t.

TOP COCA COLA COMPETITORS:

1. Pepsi

Our rundown of Coca Cola top contenders needs to begin with the top soda maker, Pepsi.
Pepsi is created by PepsiCo, an American worldwide brand that additionally makes beverages
of a couple of other Coca Cola contenders.

The Pepsi story started in 1893 when Caleb Bradham began to sell it in his drugstore as
Brad's Drink, the beverage that would make absorption simpler. After thirty years, the
organization was offered to Charles Guth. After the difference in the organization's
administration, Pepsi's benefits have been just going up. Before long, the brand was renamed
into Pepsi-Cola and in 1961, into Pepsi.

Pepsi has consistently been centered around serious advertising efforts. Likewise, the
organization's logo has been overhauled consistently. In prior occasions, around the 1940s,
producers in the US were white-claimed and totally disregarded African Americans as
potential clients. Back then, Pepsi, around then known as Pepsi-Cola, was the principal
organization ever to focus on this specialty and its efforts were effective. The organization
shaped every single dark group, propelled advertisement battles that depicted back Americans
in a positive light. All things considered, Pepsi was vigorously associated with advancing
enemy of prejudice, which was not in favor in those days. By the time, dark clients were by
all account not the only clients Pepsi needed to pull in; the organization neglected no
gathering. Pepsi has additionally been highlighted in a few movies, including record-breaking
works of art like Back to the Future (1985), Home Alone (1990), Fight Club (1999), and
World War Z (2013).

21
The Coca Cola and Pepsi rivalry has been known as the "Cola Wars." Their contention
started when Pepsi began doze trials in its stores, marked as "Pepsi Challenge." These tests
were indicating that more shoppers favoured the flavour of Pepsi to Coca-Cola. In spite of the
endeavours, PepsiCo's US piece of the overall industry is about 33% littler than that of Coca-
Cola's. Likewise, Coca-Cola keeps on surpassing Pepsi in practically all territories of the
world.

Revenue: $64.66B (2018, PepsiCo)

Number of employees: 267,000 (2018, PepsiCo)

Country of origin: United States

Year of foundation: 1893 (as Brad’s Drink)

CEO: Ramon Laguarta (PepsiCo)

Sector: Beverages

2. Red Bull

Red Bull is one of the most important to mention as the Coca Cola competitors. The brand
spearheaded focusing on caffeinated beverages to masses. What is applicable for our
rundown of Coca Cola competitors, Red Bull is the main soda producer among them that isn't
claimed by Coca-Cola or Pepsi.

Red Bull has a place with the Austrian-based organization Red Bull GmbH. The organization
was shaped in 1987 in Thailand by its prime supporters, Dietrich Mateschitz and Chaleo
Yoovidhya. At the hour of Red Bull GmbH establishing, Yoovidhya effectively claimed a
caffeinated drink named Krating Daeng that can be approximately interpreted as Red Bull.
Both recently framed Red Bull and the Thai brand utilize a similar logo however working as
isolated beverages, the first on the Western and the other on the Thai market. Starting at
2018, the organization sells a greater number of cans than any other caffeinated savor
organizations in the world. The organization showcases the beverage utilizing the ever-well

22
known expression "Red Bull gives you wings." The brand keeps on fixing the caffeinated
drink advertise through various game occasion sponsorships and big name supports. Red Bull
even possesses a few games groups, similar to the Formula One group Red Bull Racing, to
name the most prominent one.

Revenue: $7.391B (2017)

Country of origin: Austria

Year of foundation: 1984

CEO: Dietrich Mateschitz

Sector: Beverages

3. Fanta

Fanta is one more brand from The Coca-Cola family that is probably the most grounded
competitor of Coca Cola. Fanta is extraordinary compared to other selling natural product
enhanced carbonated beverages. Strangely, Fanta was made during WWI to substitute Coca-
Cola when one of its principle fixings got inaccessible as the aftereffect of the American
exchange ban of Nazi Germany 1940. As a result of the lack of sugar during the war, in the
primary years after Fanta was propelled, the beverage was primarily utilized as a sugar added
to soups and different dishes. After the war, The Coca-Cola Company took control over the
Fanta drink, including its recipe and the benefits made during the war. Presently, Fanta is the
main brand of natural product enhanced carbonated beverages and the top coca cola rivalry.
In 1955, the primary ever orange Fanta was delivered in Italy utilizing privately sourced
oranges. Today, there are almost 100 kinds of Fanta across different nations. In the organic
product enhanced beverages advertise, Fanta competes with brands like PepsiCo's Mirinda
and Slice, Keurig Dr. Pepper's Crush and Tango by British-based Britvic. Fanta promotion
crusades are consistently cheery and bright, while the trademarks regular statement with a
double meaning, as in the jingle "Wanta Fanta!" from 2001.

23
 Revenue: $31.85B (2018, The Coca-Cola Company)

Country of origin: Germany (beverage), Italy (orange version)

Year of foundation: 1940

Chairman and CEO: James Quincey (The Coca-Cola Company)

Sector: Beverages

4. Sprite

Sprite is probably the most powerful brand among the Coca-Cola rivalry in the market, in
spite of originating from a similar organization. Sprite is additionally the fundamental
competitor of 7 up and Limca; the brand has figured out how to overwhelm the lime-
seasoned area of the soda pops showcase. The beverage brand began in 1959 in West
Germany as a lemon variety of Fanta. After two years, the new beverage, marked as Sprite,
was presented in the United States where it ended up being the principle competitor to 7 Up.
In contrast to different brands, Sprite has consistently been focused to the more youthful
socioeconomics. In accordance with the Sprite's intended interest group, the advertisements
regularly highlight large names from the rap music industry and the ball world. The sans
sugar Sprite Zero was at that point presented in 1974, however since 2012, the Sprite's unique
equation in a few nations have been changed a few times so as to eliminate the sugar content.
From the outset, the beverage was improved with Stevia and fake sugars, similar to
Aspartame. In the end, Sprite wound up containing just counterfeit sugars and zero sugar.
This implies the Sprite we drink today is totally without sugar.

Revenue: $31.85B (2018, The Coca-Cola Company)

Country of origin: Germany

Year of foundation: 1959

Chairman and CEO: James Quincey (The Coca-Cola Company)

24
CHAPTER-II
REVIEW OF
LITERATURE
 INTRODUCTION

A study has been made to seek after the writing of prior investigations. A couple of studies
have been directed in the field of delicate/natural product drinks. Soda pops have been
utilized in the everyday existence of a large number of purchasers. An investigation on soda
pops serves to a huge number of shoppers along with how it is profited and what are the
issues while in utilizing it and how they opined about it. With the end goal of survey,
contemplates directed on delicate/natural product drinks are examined. The procedure and
discoveries of these examination works had been considered and dissected by the current
specialists. Valuable clues were drawn from these investigations which helped in putting the
current research work in a legitimate point of view. The significance of a portion of the
applicable research studies and research papers on soda pops and organic product drinks are
introduced in this section.

1. Lars Lien (2006) in this study on “consumption of soft drinks and hyper activity, mental
distress, and conduct problems among adolescents in Oslo, Norway” concluded that high
consumption level of sugar containing soft drinks were associated with mental health
problems among adolescents even after adjustment for possible confounders.

2. Johnson and Peppas (2003) in their study on “Crisis Management in Belgium the Case of
Coca-cola” concluded that the Coco-cola comp. has been a standard bearer of management
and leadership practices against which other companies have been measured. The Coco-cola
brand has become a symbol of globalization the second most recognised phrase World Wide.
It also enjoyed unparalled loyalty and commitment from employees, customers and
stockholders. The company had a reputation for doing the right thing and for doing thing
right.

3. Prithi (1999) in her research work “A study on the distribution pastern of soft drinks in
Chennai city”, revealed that most of the children below 15 years liked to consume Fanta,
Frooti and Mango drinks because of their taste and quality. Generally old people in Chennai
city preferred to consume fresh juices, mango or Lemon soft drinks. Further, college students
preferred Pepsi, Tetra pack drinks such as Frooti as they had the best sale in the city.

4. Jaya Shree. K (1999) in her research work, “Brand Analysis of soft drinks in Orange
Flavour segments in Madurai city”, made the following findings: There is 100 percent

25
 awareness level among the consumers of orange flavoured soft drinks. Generally, quality and
Taste are the major factor that influenced the consumer in preferring a particular brand.
Average consumption of soft drinks is greater for the respondents who are in the category of
school students and most of the housewives preferred orange flavoured soft drinks.

5. Tepper and Amy (1998) in their study on “Consumer Acceptance of Coco-cola Drinks in
Rural Area (Taste (or) health)” concluded that the relative contributions of taste and health
considerations on consumer liking and purchase intent of Coco-cola drinks. Eight types of
commercial Coco-cola drinks were evaluated by 305 adult consumers who also completed
brief questionnaire on food habits. These variable emerged as the first factor in the analysis,
suggesting that consumers perceive these characteristics as being most important in their
choice of Coco-cola drinks. The second factor described a health dimension and was related
to respondents’ attitudes towards fat in the diet. The factor three comprised two remaining
sensory attributes (colour and crunchiness) which apparently were of minor importance to the
respondents.

6. Raj (1998) in his research work, “A study on the distribution pattern of pepsi in the
country market” revealed that the cooling equipment provided by Pepsi was found more
than that of Coco-cola. Besides, soft drinks availability and display was higher in the case of
pepsi, than any other soft drinks.

7. Krishnakumar, (1995) in his study entitled, “A study of retail outlets and consumer
preference in the markets of Gold Spot, Limca and Thumps up” described the attitude of
the consumer towards various brands of soft drinks and flavours preferred. The study
revealed that advertising and representatives visits had increased the sale of popular brands.

8. Krishna (1994) in his study on “The effect of deal knowledge on consumer purchase
behaviour” concluded that soft drink’s buyer purchase behaviour can be influenced not only
by the current price of a soft drink product, but also by what prices they expect in the future.

9. Sirgy (1992) in his study on “self concepting consumer behaviour research in soft drinks
marketing” concluded that soft drinks market research towards consumer attempts to
preserve or enhance their self-image by selecting soft drinks products with “image” or
“personalities” they believe are congruent with their own self-image.

26
10. Murugesan, (1990) in his dissertation, “A study of consumer behaviour towards soft
drinks in Madurai City” revealed that the 76.35 per cent of the consumer bought soft drinks
only because they were satisfied with the quality. Only meagre 2.65 percent of the consumer
bought them because of cheaper price. Beside 51.72 per cent of the consumer changed their
brands occasionally and 48.28 per cent changed their preference frequently.

11. Kumar (1990) in his project report entitled “Consumer preference for soft drinks in
urban area of Coimbatore“. The objectives of the study was the preference of consumer
regarding soft drinks and to know the satisfaction of consumers about quantity availability.
Percentage analysis has been used for majority of male and female consume soft drinks-
among male Gold Spot is the most popular drinks and female Thumps-up is the most popular
drinks.

12. Singh (1989) in his book “Marketing and consumer behaviour” stated that consumer
behaviour had always a scope for research studies, because the attitudes and perceptions of
consumer were changing with the passage of time. Such type of consumer research would
enable the manufacturers, distributors and dealers to formulate effective sales and advertising
strategies. The marketing plans must be based on identifying and anticipating the consumer
needs and their changing desire and aspirations. The manufacturers’ endeavours should
attract the public by offering what they liked the most, but also should have their patronage
by meeting their satisfaction on a continuous basis.

13. Jorin (1987) examined changes in spending power and buying habits of Swiss consumers
since the beginning of the 20th century and in the more recent past. Current trends include
greater emphasis on health and safety of foodstuffs and less attention to price, increased
demand for low calorie light products and increased demand for organically grown foods. For
young people, more concern with enjoyment and less for health, with more meals eaten away
from home, and generally an increased demand for convenience foods. The prospects for
high quality branded products are seen to be good.

14. Del et al (1986) in their article “Consumer Behaviour Implication for Marketing” stated
that while formulating marketing strategies in the basis of consumer behaviour, one should
keep in mind that consumer behaviour is the product and vary often, situation specific. That

27
 is consumer behaviour towards the product may vary from one user to another. The insights
gained in the consumer behaviour study are not always transferable from one marketing
situation to another.

15. Kurtz and Boone (1984) in their research work entitled “consumer behaviour
interpersonal and social influences in rural area” concluded that one’s family is also an
inter-personal determinant of consumer behaviour. The influence of household members is
often significant in the purchase decision process. Because of the close, continuing
interactions among family members, the family often represents the strongest source of group
influence on the individual”.

16. Lawrance (1984) in his study on “Effective publicity how to reach the public people”
concluded that as Coco-cola occupied that the major soft drinks market position in rural area.
Consumer mind would obviously tilt towards Coco-cola so by correct product positioning in
the market 7-up could differentiate it from other Coco-cola brands and could sell more. 7-up
did so positioning itself as an alternatives to Coca cola. They suggested that most of the rural
area people would buy coco-cola may be disappointed and it offered Pepsi consumers have
strong brand preference for fast moving products power of relations.

28
 CHAPTER-III
RESEARCH
METHODOLOGY
 RESEARCH:
Definition
A careful consideration of study regarding a particular concern or problem using scientific
methods. According to the American sociologist Earl Robert Babbie, “Research is a
systematic inquiry to describe, explain, predict, and control the observed phenomenon.
Research involves inductive and deductive methods.”

Research is conducted with a purpose to understand:

• What do organizations or businesses really want to find out?

• What are the processes that need to be followed to chase the idea?
• What are the arguments that need to be built around a concept?
• What is the evidence that will be required for people to believe in the idea or concept?

CHARACTERISTICS OF RESEARCH:

Research is a procedure of gathering, dissecting and deciphering data to respond to questions.

Be that as it may, to qualify as research, the procedure must have certain attributes: it must be
orderly, controlled, thorough, substantial and evident, observational and basic

❖ Systematic-this suggests the method received to embrace an examination follow a

specific legitimate arrangement. The various advances can't be taken in an indiscriminate
manner. A few methodology must tail others.
❖ Controlled-in actuality, there are numerous variables that influence a result. The idea of
control suggests that, in investigating causality comparable to two (factors), we set up our
examination in a way that limits the impacts of different components influencing the
relationship. This can be accomplished to a huge degree in the physical sciences
(cookery, pastry kitchen), as the greater part of the exploration is done in a lab. Be that as
it may, in the sociologies (Hospitality and Tourism) it is very troublesome as research is
completed on issues identified with individuals living in the public arena, where such
controls are unrealistic. In this manner in Hospitality and Tourism, as you can't control
outside variables, you endeavor to measure their effect.

29
 ❖ Rigorous-you should be cautious in guaranteeing that the methodology followed to
discover answers to questions are important, proper and defended. Once more, the level
of meticulousness changes particularly between the physical and sociologies and inside
the sociologies
❖ Valid and irrefutable- this idea suggests that whatever we finish up based on our
discoveries is right and can be checked by us and others. Experimental this implies any
end drawn depend on hard proof assembled from data gathered from genuine encounters
or perceptions.
❖ Critical-basic examination of the techniques utilized and the strategies utilized is urgent to an
exploration enquiry. The procedure of examination must be idiot proof and liberated from
disadvantages. The procedure received and the methodology utilized must have the option to
withstand basic examination.

TYPES OF RESEARCH:

1) On the Basis of Application:

• Pure research: It includes creating and testing speculations and theories that are mentally
testing to the specialist yet it could conceivably have useful application right now or later on.
The information created through unadulterated research is looked for so as to add to the
current assemblage of research strategies.
• Applied research: It is done to settle explicit, useful inquiries; for approach definition,
organization and comprehension of a marvel. It tends to be exploratory, yet is normally
spellbinding. It is quite often done based on essential research. Applied research can be done
by scholastic or modern establishments. Regularly, a scholarly establishment, for example, a
college will have a particular applied research program financed by a modern accomplice
inspired by that program.

2) On the Basis of Objective:

• Descriptive research:
It attempts to systematically describe a situation, problem, phenomenon, case, task or
program, or provides data about, say, living situations of a society, or elaborates attitudes
towards a situation.

30
 • Co relational research:

It tries to establish or study the existence of an interdependent relationship between two or

more elements of a situation.

• Explanatory research:

It attempts to make a clarity why and how there is an interdependent relationship between
two or more elements or aspects of an issue or phenomenon.

• Exploratory research:

It is undertaken to explore an area where little is known or to investigate the possibilities of

undertaking a particular research study

3) On the Basis of Mode of Inquiry:

• Structured:

It is usually classified as quantitative research. Here everything that forms the research
process- objectives, design, sample, and the questions that we plan to ask of respondents- is
predetermined. It is more appropriate to determine the extent of a problem, issue or
phenomenon by quantifying the variation. E.g. how many people have a particular problem?
How many people hold a particular attitude?

• Unstructured:

It is a typically delegated subjective research. This methodology permits adaptability in all

parts of the exploration procedure. It is increasingly fitting to investigate the idea of an issue,
issue or wonder without measuring it. e.g., depiction of a watched circumstance, the
chronicled count of occasions an account of different opinions different people have about an
issue, portrayal of working condition in a specific ventures.

Types of Research
❖ Quantitative Research
Quantitative research depends on factual speculation. It permits us to mention numerical
objective facts, for example, "85% of Infiniti proprietors state that they would buy an Infiniti
once more." Statistical perceptions permit us to know precisely where we have to improve

31
 associations with specific publics, and we would then be able to gauge how much those
connections have at last improved (or corrupted) toward the finish of an advertising activity.
For instance, a vital report in advertising the executives for the car creator Infiniti may
incorporate an announcement, for example, "11% of new vehicle purchasers knew about the
G35 all-wheel-drive choice 3 months prior, and after our battle 28% of new vehicle
purchasers knew about this alternative, implying that we made a 17% expansion in
mindfulness among the new vehicle purchaser open." Other information accumulated may
provide details regarding buying goals, significant highlights of another vehicle to that open,
brand notoriety factors, etc. Quantitative research permits us to have a when preview to think
about the numbers in each gathering, in this way permitting us to state how much change was
confirm because of advertising's endeavours.
Methods of Quantitative Data Collection:

1. Internet-based surveys

2. Telephone surveys

3. Mail surveys

4. Content analysis (usually of media coverage)

5. Comment cards and feedback forms

6. Warranty cards (usually demographic information on buyers)

7. Frequent shopper program tracking (purchasing data)

❖ Qualitative Research
Abstract research produces all the important, "quality" information that licenses us to really
grasp famous evaluation, anyway it isn't quantifiably generalizable. (The going with records
emotional research strategies normally used in publicizing.) Qualitative research is colossally
huge because it grants us to truly get acquainted with the experience, characteristics, and
points of view of our publics. It is the manner that gives plenteous explanations to use as
verification or portrayal in our procedure records, and to a great extent even results in
trademarks or grub for use in promoting's messages.

32
Methods of Qualitative Data Collection

• In-depth interviews

• Focus groups

• Case studies

• Monitoring toll-free (1-800 #) call transcripts

• Monitoring complaints by e-mail and letter

❖ Mixed Methods/Triangulation
Unmistakably, both quantitative and subjective research have corresponding and one of a
kind qualities. These two research philosophies ought to be utilized related at whatever point
conceivable in advertising the board so the two publics and issues can be completely
comprehended. Utilizing both of these exploration strategies together is called blended
technique research, and researchers by and large concur that blending techniques yields the
most solid research results. Tashakkori and Teddlie (1998). It is ideal to join the same
number of strategies as is practical to comprehend significant issues. Consolidating numerous
centre gatherings from different urban communities with meetings of significant pioneers and
a quantitative review of publics is a case of blended technique look into in light of the fact
that it incorporates both quantitative and subjective philosophy. Utilizing at least two
strategies for study is now and then called triangulation, which means utilizing numerous
exploration techniques to triangulate upon the fundamental truth of how publics see an issue.

RESEARCH APPLICATION:

1. Pure research

It is done to produce new direct human information. To reveal new realities or basic
standards you need unadulterated research. The analyst needs to progress in a particular field,
for instance, neuroscience, by addressing a particular inquiry, for example, "For what reason
do people rest?" Pure research depends on experimentation and perception. The aftereffects
of your exploration are distributed in peer-investigated diaries. This is science. Thorough
gauges and systems exist to safeguard objectivity and guarantee the believability of ends.

2. Applied research

It obtains thoughts and methods from unadulterated research to serve a particular certifiable
objective. Objectives resemble making a super officer or improving the nature of emergency

33
clinic care or finding better approaches to showcase any item. While morals are as
significant, and techniques can be increasingly loose. By this, I implied changing the
inquiries you pose while doing an investigation, or capitalizing on a blemished example
bunch since you're tight on schedule. Your exploration is effective just to the degree that it
adds to the expressed objective. Similarly as with unadulterated research, in some cases you
coincidentally find something significant you weren't in any event, searching for, and that is
an awesome reward.

RESEARCH OBJECTIVES:

From the viewpoint of objectives, a research can be classified as;

1. Descriptive

2. Correlational

3. Explanatory

4. Exploratory

Descriptive research depicts to depict deliberately a circumstance, issue, wonder,

administration or program, or gives data about, state, day to day environment of a network, or
portrays perspectives towards an issue.

Correlational research depicts to find or set up the presence of a relationship/reliance between

at least two parts of a circumstance.

Logical research depicts to explain why and how there is a connection between at least two
parts of a circumstance or marvel.

Exploratory research is attempted to investigate a zone where little is known or to examine the
conceivable outcomes of undertaking a specific research study.

RESEARCH METHODOLOGY:

Definition

Research methodology is an approach to methodically tackle the examination issue. It might

be comprehended as a study of concentrating how research is done experimentally. The
extent of research approach is more extensive than that of research strategies. In this way,
when we discuss explore approach we don't just discussion of the examination strategies yet

34
additionally consider the rationale behind the techniques we use with regards to our
exploration contemplate and clarify why we are utilizing a specific strategy or procedure and
why we are not utilizing others so look into results are fit for being assessed either by the
scientist himself or by others.

Types of Research Methodology:

Research methodology may be broadly classified into three main groups:

• Historical Research Methodology;

• Descriptive Research Methodology; and

• Experimental Research Methodology

Normally researcher has to follow any of these methods while conducting his study. But
sometimes to solve a case study, the investigator may have to use more than one or even three
methods of research methodology. However, selection of research methodology entirely
depends on the problem chosen for research.

• Historical Research Methodology:

Chronicled inquire about system is one of the most troublesome kinds of examination to
direct appropriately. History implies a request to build up what had really occurred, and
somewhat, history is as yet that part of discovering that reviews records of past occasions.
This sort of research is, along these lines, worried about a basic portrayal and investigation of
the past occasions so as to increase a superior comprehension of the present and future.
Verifiable procedure depends on the way that away from of the past in some cases
encourages a specialist to know the patterns of the present movement and even to anticipate
the future patterns improvement. Its point is to apply intelligent deduction to unsolved social
issues by finding past patterns of occasions, realities and mentalities and by following lines of
advancement in human idea and activity. This system is the enlistment of standards through
research to the past and social powers, which have moulded the present.

• Descriptive Research Methodology:

Descriptive research philosophy is for the most part worried about the nature and level of
existing circumstances or conditions. It is basically a reality discovering approach related to a
great extent to the present and abstracting speculation by the cross-sectional investigation of

35
current circumstance. It gathers information or data dependent on exact perception and
research. Enlightening examination procedure point is,

(i) To depict precisely the qualities of a specific individual circumstance or gathering; and

(ii) To decide the recurrence with which something happens or when it is related with
something different. Engaging exploration strategy might be isolated into three separate
gatherings:• Case Studies

• Comparative Research Studies

• Survey Research Studies.

Tools for Data Collection

Assortment of information is a fundamental piece of an examination proposition. The

technique for information assortment to be utilized for the investigation, the analyst should
remember two kinds of information that is essential information and optional information.
The determination of proper strategy for investigate information assortment for the most part
relies on the nature, reason, extent of research study and goal of request, time factor,
accessibility of assets and prepared faculty, and the exactness required.

Observation –

Perception characterized as "efficient and intentional investigation through the eye of

unconstrained at the time they happen" (Sharma and Jain, 83). Perception is the
methodological method of perceiving a taking note of, a reality, or event, in the wake of
including a type of estimation, understanding the way of life of the individuals and the
capacity to enthusiasm with them are fundamental for acceptable perception.

Questionnaire –

Poll is significant apparatus of research generally utilized in studies of different sorts. The
surveys allude to demonstration of normalized addresses masterminded in an unmistakable
way to which reactions are looked for from all the people establishing the example with the
end goal of acquiring results (Sharma and Jain 47). A survey comprises of various inquiries
printed or composed in a structure or set of structures. Each question is worded precisely as it
to be inquired.

36
Interview-

The inquiry might be introduced to the respondents in a faceto-face as oral-verbal

improvements and the scientist note down their oral-verbal reactions. In these techniques, the
information are gathered by introducing improvements to the respondents as inquiries for
evoking fitting.

Schedule –

Schedule is an instrument which is utilized by questioner himself and filled by him in vis-à-
vis circumstance with the respondent. As per W.J. Goode and P. K. Hatt, "Calendar is the
name of generally applied to a lot of inquiries which are posed and filled by a questioner in
an eye to eye circumstance with another.”

SAMPLING:
Definition

Sampling is defined as the process of selecting certain members or a subset of the population
to make statistical inferences from them and to estimate characteristics of the whole
population.

METHODS OF SAMPLING IN RESEARCH METHODOLOGY:

Probability Sampling Methods

1. Simple random sampling

For this situation every individual is picked altogether by some coincidence and every
individual from the populace has an equivalent possibility, or likelihood, of being chosen.
One method of acquiring an irregular example is to give every person in a populace a
number, and afterward utilize a table of arbitrary numbers to choose which people to
include.1 For instance, in the event that you have a testing edge of 1000 people, marked 0 to
999, use gatherings of three digits from the irregular number table to pick your example.
Thus, if the initial three numbers from the irregular number table were 094, select the
individual marked "94, etc.

Likewise with all likelihood testing techniques, basic arbitrary examining permits the
inspecting mistake to be determined and diminishes determination predisposition. A
particular bit of leeway is that it is the most direct technique for likelihood examining. A
burden of basic arbitrary testing is that you may not choose enough people with your attribute

37
of intrigue, particularly if that trademark is exceptional. It might likewise be hard to
characterize a total examining edge and badly arranged to get in touch with them, particularly
if various types of contact are required (email, telephone, post) and your example units are
dissipated over a wide topographical region.

2. Systematic sampling

People are chosen at customary spans from the testing outline. The spans are picked to
guarantee a sufficient example size. On the off chance that you need an example size n from a
populace of size x, you should choose each x/nth individual for the example. For instance, on
the off chance that you needed an example size of 100 from a populace of 1000, select each
1000/100 = tenth individual from the testing outline.

Methodical inspecting is regularly more helpful than basic irregular examining, and it is
anything but difficult to control. Be that as it may, it might likewise prompt predisposition,
for instance if there are fundamental examples in the request for the people in the inspecting
outline, to such an extent that the examining method concurs with the periodicity of the basic
example. As a theoretical model, if a gathering of understudies were being tested to pick up
their sentiments on school offices, yet the Student Record Department's focal rundown of all
understudies was organized with the end goal that the sex of understudies shifted back and
forth among male and female, picking an even stretch (for example each twentieth
understudy) would bring about an example all things considered or all females. While in this
model the predisposition is evident and ought to be effortlessly revised, this may not
generally be the situation.

3. Stratified sampling

In this technique, the populace is first partitioned into subgroups (or layers) who all offer a
comparative trademark. It is utilized when we may sensibly anticipate that the estimation of
intrigue should shift between the various subgroups, and we need to guarantee portrayal from
all the subgroups. For instance, in an investigation of stroke results, we may define the
populace by sex, to guarantee equivalent portrayal of people. The investigation test is then
acquired by taking equivalent example sizes from every layer. In separated testing, it might
likewise be suitable to pick non-equivalent example sizes from every layer. For instance, in
an investigation of the wellbeing results of nursing staff in a province, if there are three
emergency clinics each with various quantities of nursing staff (medical clinic A has 500
attendants, clinic B has 1000 and medical clinic C has 2000), at that point it is proper to pick

38
the example numbers from every emergency clinic relatively (for example 10 from clinic A,
20 from emergency clinic B and 40 from medical clinic C). This guarantees an increasingly
practical and precise estimation of the wellbeing results of medical attendants over the region,
while basic arbitrary inspecting would over-speak to medical attendants from emergency
clinics An and B. The way that the example was separated ought to be considered at the
examination stage. Stratified inspecting improves the exactness and representativeness of the
outcomes by diminishing testing predisposition. In any case, it requires information on the
suitable attributes of the testing outline (the subtleties of which are not generally accessible),
and it very well may be hard to choose which characteristic(s) to define by.

4. Clustered sampling

In a grouped example, subgroups of the populace are utilized as the testing unit, as opposed
to people. The populace is separated into subgroups, known as groups, which are haphazardly
chosen to be remembered for the investigation. Groups are typically effectively characterized,
for instance singular GP practices or towns could be distinguished as bunches. In single-stage
bunch examining, all individuals from the picked groups are then remembered for the
examination. In two-phase bunch examining, a determination of people from each group is
then haphazardly chose for incorporation. Grouping ought to be considered in the
investigation. The General Household review, which is attempted every year in England, is a
genuine case of a (one-phase) group test. All individuals from the chose families (groups) are
remembered for the survey.

Group examining can be progressively effective that straightforward irregular testing,

particularly where an investigation happens over a wide topographical area. For example, it is
simpler to contact heaps of people in a couple of GP rehearses than a couple of people in a
wide range of GP rehearses. Detriments incorporate an expanded danger of inclination, if the
picked bunches are not agent of the populace, bringing about an expanded testing blunder.

Non-Probability Sampling Methods

1. Convenience sampling

Convenience sampling is maybe the most effortless strategy for examining, in light of the fact
that members are chosen dependent on accessibility and ability to partake. Valuable
outcomes can be acquired, however the outcomes are inclined to noteworthy predisposition,
on the grounds that the individuals who volunteer to participate might be not quite the same

39
as the individuals who decide not to, and the example may not be illustrative of different
qualities, for example, age or sex. Note: volunteer predisposition is a danger of all non-
likelihood inspecting strategies.

2. Quota sampling

This technique for examining is regularly utilized by economic scientists. Questioners are
given a quantity of subjects of a predetermined sort to endeavor to enroll. For instance, a
questioner may be advised to go out and select 20 grown-up men, 20 grown-up ladies, 10
young ladies and 10 high school young men with the goal that they could talk with them
about their TV seeing. Preferably the shares picked would relatively speak to the qualities of
the hidden populace.

While this has the benefit of being moderately direct and possibly delegate, the picked test
may not be illustrative of different attributes that weren't thought of (an outcome of the non-
arbitrary nature of inspecting).

3. Judgement (or Purposive) Sampling

Otherwise called specific, or emotional, inspecting, this procedure depends on the judgment
of the specialist while picking who to request to take part. Scientists may verifiably in this
manner pick an "agent" test to suit their requirements, or explicitly approach people with
specific qualities. This methodology is regularly utilized by the media when peddling people
in general for assessments and in subjective research.

Judgment examining has the upside of being time-and practical to perform while bringing
about a scope of reactions (especially helpful in subjective research). In any case,
notwithstanding volunteer inclination, it is likewise inclined to blunders of judgment by the
specialist and the discoveries, while being possibly wide, won't really be agent.

4. Snowball sampling

This strategy is usually utilized in sociologies when exploring hard-to-arrive at gatherings.

Existing subjects are approached to name further subjects known to them, so the example
increments in size like a moving snowball. For instance, when completing a study of hazard
practices among intravenous medication clients, members might be approached to select
different clients to be met. Snowball testing can be compelling when an inspecting outline is
hard to distinguish. Be that as it may, by choosing companions and associates of subjects
previously examined, there is a noteworthy danger of determination inclination (picking an

40
 enormous number of individuals with comparative attributes or perspectives to the underlying
individual recognized).

DATA COLLECTION METHODS:

Data collection is a process of collecting information from all the relevant sources to find
answers to the research problem, test the hypothesis and evaluate the outcomes. Data collection
methods can be divided into two categories: secondary methods of data collection and primary
methods of data collection.

1. Secondary Data Collection Methods

Secondary data is a type of data that has already been published in books, newspapers,
magazines, journals, online portals etc. There is an abundance of data available in these sources
about your research area in business studies, almost regardless of the nature of the research
area. Therefore, application of appropriate set of criteria to select secondary data to be used in
the study plays an important role in terms of increasing the levels of research validity and
reliability.
These criteria include, but not limited to date of publication, credential of the author, reliability
of the source, quality of discussions, depth of analyses, the extent of contribution of the text to
the development of the research area etc.

Secondary Data Collection Methods:

The secondary data are readily available from the other sources and as such, there are
no specific collection methods. The researcher can obtain data from the sources both
internal and external to the organization. The internal sources of secondary data are:

▪ Sales Report

▪ Financial Statements

▪ Customer details, like name, age, contact details, etc.

▪ Company information

▪ Reports and feedback from a dealer, retailer, and distributor

▪ Management information system

There are several external sources from where the secondary data can be collected. These are:

41
▪ Government censuses, like the population census, agriculture census, etc.

▪ Information from other government departments, like social security, tax records, etc.

▪ Business journals

▪ Social Books

▪ Business magazines

▪ Libraries

▪ Internet, where wide knowledge about different areas is easily available.

2. Primary Data Collection Methods:

Essential information assortment techniques can be separated into two gatherings: quantitative
and subjective.

Quantitative information assortment techniques are situated in numerical figurings in different

organizations. Techniques for quantitative information assortment and examination incorporate
surveys with shut finished inquiries, strategies for connection and relapse, mean, mode and
middle and others.

Quantitative techniques are less expensive to apply and they can be applied inside shorter span
of time contrasted with subjective strategies. Also, because of a significant level of
normalization of quantitative strategies, it is anything but difficult to make examinations of
discoveries.

Subjective research techniques, despite what might be expected, don't include numbers or
numerical figuring. Subjective research is firmly connected with words, sounds, feeling,
feelings, hues and different components that are non-quantifiable.

Subjective investigations intend to guarantee more noteworthy degree of profundity of

understanding and subjective information assortment strategies incorporate meetings, polls
with open-finished inquiries, centre gatherings, perception, game or pretending, contextual
analyses and so on.

Primary Data Collection Methods:

1. Interview Method: It is the most widely used primary data collection methods wherein
the interviewer asks questions either personally, or through mail or telephone from the
respondents to obtain the insights of the problem under study. The researcher may either

42
 visit the respondent in person at his home or meet him at the central location as mutually
decided by them.

And in case, a large group of respondents is to be contacted then the mail and telephone
survey can be used. In the mail survey, the questionnaires are sent to the respondent who
is expected to give answers to the questions via mail. In the case of a telephone survey,
the interviewees are called and asked questions (closed-ended) specific to the research
problem.

2. Delphi Technique: It is a forecasting technique wherein the researcher elicits the

information from the panel of experts either personally or through a questionnaire sent
through the mail. Here, each expert in his respective field is asked to give their opinions
on the problem concerned and the consolidated view of all is used to reach for the most
accurate answer.

3. Projective Techniques: The projective procedures are the unstructured and a roundabout
meeting strategy utilized where the respondents are hesitant to offer responses if the goal
is revealed. So as to manage such circumstance, the respondents are furnished with the
deficient improvement and are required to finish it through which their fundamental
inspirations, mentalities, assessments, sentiments, and so forth identified with the
concerned issue gets uncovered. A portion of the accompanying projective procedures are
utilized to find the 'whys' of the market and the buyer conduct:

▪ Thematic Apperception Test (TAT): Here the respondent is presented with multiple
pictures and then is asked to describe what he think the pictures represent.

▪ Role Playing: Under this method, the respondents are given the imaginary situations and
are asked to enact in a way they would have if the situation is real.

▪ Cartoon Completion: Here the respondents are shown the cartoon pictures comprising
of two or more characters and then are asked to give their ideas and opinions about the
characters.

▪ Word Association: Here the researcher provides a set of words to the respondent and
then ask them to tell what comes to their mind when they hear a particular word.

▪ Sentence Completion: The researcher provides the incomplete sentences to the

respondents and asks them to complete it. This is done to check the ideas of the
respondents.

43
4. Focus Group Interview: It is one of the widely used data collection methods wherein a
small group of people, usually 6-12 members come together to discuss the common areas
of the problem. Here each individual is required to provide his insights on the issue
concerned and reach to a unanimous decision. In this interview, there is a moderator who
regulates the discussion among the group members.

5. Questionnaire Method: Survey is the most obvious technique for information

assortment, which is involved a lot of inquiries identified with the exploration issue. This
strategy is exceptionally helpful in the event that the information are to be gathered from
the differing populace. It predominantly incorporates the printed set of inquiries, either
open-finished or shut finished, which the respondents are required to reply based on their
insight and involvement in the issue concerned.

OBJECTIVES OF RESEARCH METHODOLOGY:

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this
object in view are termed as exploratory or formulative research studies);
2. To portray accurately the characteristics of a particular individual, situation or a
group(studies with this object in view are known as descriptive research studies);
3. To determine the frequency with which something occurs or with which it is associated
with something else (studies with this object in view are known as diagnostic research
studies);
4. To test a hypothesis of a causal relationship between variables (such studies are known as
hypothesis-testing research studies).

LIMITATIONS OF RESEARCH METHODOLOGY:

1. Formulation of research aims and objectives. You might have formulated research
aims and objectives too broadly. You can specify in which ways the formulation of
research aims and objectives could be narrowed so that the level of focus of the study
could be increased.

2. Implementation of data collection method. Because you do not have an extensive

experience in primary data collection (otherwise you would not be reading this book),
there is a great chance that the nature of implementation of data collection method is
flawed.

44
3. Sample size. Sample size depends on the nature of the research problem. If sample
size is too small, statistical tests would not be able to identify significant relationships
within data set. You can state that basing your study in larger sample size could have
generated more accurate results. The importance of sample size is greater in quantitative
studies compared to qualitative studies.

4. Lack of previous studies in the research area. Writing audit is a significant piece
of any exploration, since it assists with recognizing the extent of works that have been
done as such far in investigate region. Writing survey discoveries are utilized as the
establishment for the scientist to be based upon to accomplish her exploration goals.

Nonetheless, there might be nearly nothing, assuming any, earlier research on your
theme on the off chance that you have concentrated on the most contemporary and
developing exploration issue or too tight research issue. For instance, in the event that
you have decided to investigate the job of Bitcoins as the future money, you will be
unable to discover huge amounts of insightful paper tending to the exploration issue, on
the grounds that Bitcoins are just an ongoing marvel..

5. Scope of discussions. You can include this point as a limitation of your research
regardless of the choice of the research area. Because (most likely) you don’t have many
years of experience of conducing researches and producing academic papers of such a
large size individually, the scope and depth of discussions in your paper is compromised
in many levels compared to the works of experienced scholars.

ABOUT THE RESERCH

Area and period of study:

The area of study: The area of study is confined to Chennai city, which is among the fasted
growing urban areas in India.

Period of study: The study was conducted for a period of 3 months.

Sample size:

The sample size chosen for the project is 60 respondents.

45
Sampling tool:

Questionnaire\online survey was used as the main tool for the collection of data, mainly
because it gives the chance for timely feedback from respondents. Moreover respondents feel
free to disclose all the necessary details while filling up a survey or questionnaire.

Sources of data:

Both primary and secondary data has been used in the study.

Tools used for analysis:

• Simple pie charts

• Bar diagrams
• Doughnut charts

OBJECTIVES OF THE STUDY:

❖ To study the consumer preference/behaviour towards coca cola products

❖ To conduct an in depth analysis with the help of statistical tools.
❖ To understand the strategies and marketing mix adopted by coca cola.
❖ To understand the working and product management of the soft drinks industry
❖ To study the factors affecting the buying behaviour of people.

LIMITATIONS OF THE STUDY:

❖ The number of samples were less to conclude the actual consumer behaviour towards
coca cola products.
❖ It being a dynamic market the responses can be biased or influenced by other factors to a
certain extent which may reflect on the authenticity of the results produced.
❖ Geographically the area of Chennai was larger and the coca cola consumers being
scattered made it difficult to cover the whole consumer group under the survey.
❖ The time period constraints on the study made it difficult to conduct a more
comprehensive study on the subject.
❖ Many source information required for the study wasn’t available to analyse or interpret
which limited the area of study.

46
 CHAPTER-IV
DATA ANALYSIS &
INTERPRETATION
DIFFERENT ANALYSIS CONDUCTED ON COCA COLA:

SWOT ANALYSIS OF COCA COLA:

STRENGTHS:

1. Brand Equity – Interbrand in 2011 granted Coca cola with the most elevated brand value
grant. Coca cola with its tremendous worldwide nearness and extraordinary brand character
is certainly probably the costliest brand with the most elevated brand value.

2. Company valuation – One of the most significant organizations on the planet, Coca cola
is esteemed around 79.2 billion dollars. This valuation incorporates the brand esteem, the
various processing plants and resources spread out over the world and the total activities
cost and benefit of Coca cola.

3. Vast global presence – Coca cola is available in 200 nations over the world. Odds are, any
nation that you go to, you will discover coca cola present in that advertise. This huge
worldwide nearness of coca cola has additionally added to the structure of the mammoth
brand name.

4. Largest market share – There are just 2 Big rivals in the drink portion – Pepsi and Coca
cola. Out of these 2, coca cola is the unmistakable victor and henceforth has the biggest
piece of the pie. Among all drinks, Coke, Thums up, Sprite, Diet coke, Fanta, Limca and
Maaza are the development drivers for Coca Cola.

5. Fantastic marketing strategies Coca cola not at all like Pepsi consistently attempts to win
people groups’ heart. Where Pepsi's objective is constantly changing, and is focused
towards youths, Coca cola targets individuals all things considered. The focusing on is
likewise done by superstars who are popular – for instance – Amitabh Bacchan, Sachin
tendulkar, Aishwarya Rai, Aamir Khan etc

6. Customer Loyalty – With such solid items, it is common that Coca cola has a ton of client
dedication. The items referenced above like Coca cola and Fanta have a gigantic fan
following. Individuals will lean toward these soda pops over others. As a result of the great
taste of Coca cola, discovering substitutes gets hard for the client.

7. Distribution network – Coca cola has the biggest dispersion arrange in view of the interest
in the market for its items. Then again, because of this effective dissemination arrange,
Coca cola has had the option to order such a high market nearness.

47
WEAKNESSES:

1. Competition with Pepsi – Pepsi is a thorn in the flesh for Coca cola. Coca cola would have
been the clear market leader had it not been for Pepsi. The competition in these two brands
is immense and we don’t think Pepsi will give up so easily.

2. Product Diversification is low – Where Pepsi has made a smart move and diversified into
the snacks segment with products like Lays and Kurkure, Coca cola is missing from that
segment. The segment is also a good revenue driver for Pepsi and had Coca cola been
present in this segment, these products would have been an additional revenue driver for
the company.

3. Absence in health beverages – If you watch the news, you would realize that stoutness is
a significant issue influencing individuals these days. The business condition is changing
and individuals are taking measures to guarantee that they are not stout. Carbonated
refreshments are one of the significant explanations behind fat admission and Coca cola is
the biggest producer of carbonated drinks. The induction is that the utilization of
refreshments in created nations may go down as individuals will lean toward a solid other
option.

4. Water management – Coca cola has confronted fire in the past because of its water the
board issues. A few gatherings have brought claims up for the sake of Coca cola as a result
of their huge utilization of water even in water scant districts. Simultaneously, individuals
have likewise accused Coca cola for blending pesticides in the water to clear contaminants.
In this manner water the executives should be better for Coca cola.

OPPORTUNITIES:

1. Diversification – Enhancement in the wellbeing and food business will improve the
contributions of Coca cola to their clients. This will likewise guarantee that they show
signs of improvement income from existing clients by strategically pitching their items.
The gracefully chain which is dispersing their refreshments can likewise convey these
titbits subsequently sharing the heap of Supply chain costs.

2. Developing nations – Albeit created countries have a high nearness of Coca cola, these
nations are gradually moving towards sound refreshments. Anyway creating nations are
as yet being acquainted with the joy of carbonated beverages and soda pops. Nations like

48
 India which are creating and have a sweltering summer, discover the utilization of cold
beverages nearly multiplied during summers. Consequently the higher utilization in
creating conditions can be a decent chance to underwrite for Coca cola.

3. Packaged drinking water – With cleanliness turning into a main consideration in the
utilization of water, bundled drinking water has discovered its way into individuals'
brain. Coca cola has a nearness in the stuffed drinking water section however Kinley.
Despite the fact that Kinleys development is delayed starting at now, Kinley has an
immense capability of extension. In this way Coca cola as an organization should
concentrate on the extension of Kinley as a brand and take it up to Bisleri's degree of
trust.

4. Supply chain improvement – Supply chain can be a significant cost sink gap with the
transportation costs continually rising. Coca cola's finished business depends on
transportation and conveyance. There will consistently be potential enhancements here.
Hence Coca cola should keep severe watch on its Supply chain and continue improving
to cut the expense down.

5. Market the lesser selling products – In the item arrangement of Coca cola, there are a
few items which have not discovered acknowledgment in the market. Coca Cola needs
to focus on the showcasing of these items too. It is comprehended that Coca cola has
made a few costs to dispatch these items. In this way, the advertising and resulting ascent
of offer of these items will help income of Coca cola.

THREATS:

1. Raw material sourcing – Water problem is the main danger to Coca cola. The
shortcoming of Coca cola was the associated use with pesticides or huge utilization of water.
Notwithstanding, the danger here is that water shortage is on the ascent. With the atmosphere
changing, and districts of different nations confronting shortage of water, sometime
somebody may raise fingers on drink organizations. In this way, Water sourcing is a hatchet
which can fall whenever on the head of Coca cola. In the event that water is restricted or
apportioned, Coca cola can encounter a significant defeat in their income and limit of
circulation. The equivalent can influence its most despised opponent Pepsi also.

2. Indirect contenders – Coffee chains like Starbucks, Café espresso day, Costa espresso are
on the ascent. These chains offer a solid rivalry to Coca colas carbonated beverages. They
probably won't be a major rivalry for Coke, yet they do give an imprint to its drink advertise.

49
Correspondingly, wellbeing drinks like Real and Tropicana just as caffeinated drinks like Red
bull and Gatorade are taking ceaselessly the piece of the overall industry in a roundabout
way.

PESTLE ANALYSIS OF COCA COLA:

50
 Political factors:

Coca Cola items are helpless before the FDA. They should meet guidelines, given by the
legislature, to put items on store racks. Changes in built up laws may keep Coca Cola from
dispersing drinks. Bookkeeping, charges, inward marketings, and changes in labor laws can
influence Coca Cola along these lines.

 Economic factors:
Coca Cola items are dispersed to many nations. These nations have various traditions,
societies, tastes, and wants. Coca Cola has changed and refreshed how it handles its items by
making new flavors to oblige these clients. They have $80+ billion worth of value. Most of
that originates from the refreshment business. What's more, their salary (generally 70%) is
from nations outside the United States. In any case, individuals are searching for solid
elective beverages. Coca Cola is putting forth negligible attempts to move toward that path.

 Social factors:

Coca Cola disseminates most of its items in refined nations. Also, they satisfy the needs of
these clients. In Japan, they made 30 elective flavors to speak to Japanese buyers. In China,
they are putting forth comparable attempts. However, in America, individuals center around
their wellbeing. They're trading sweet beverages for waters and teas. Since these beverages
are better for their wellbeing. Coca Cola needs to react to these necessities by making an item
the solid American open will react to.

 Technological factors:
Equipment have helped Coca Cola make things in better and higher sums. Coca Cola has
plants in Britain with top of the name equipment to ensure snappy transport times and quality
thing improvement Coca Cola has used web based life advancement to interface with
swarms. Exactly when they pushed their name campaign — putting certifiable names on their
stifles — customers fixed to take photos of containers with their name on it. These photos
floated by means of electronic systems administration media goals like Facebook, giving
social check and enabling Coca Cola bargains.

 Legal factors:

Coca Cola holds all rights identified with their business, including past and future items
created with a licensed procedure.

51
 Environmental factors:
Coca Cola is impacted by water transparency. Water is crucial for soft drink unforeseen
development. In any case, should something happen, like ecological change, the association
may be persevering through an invasion. This impacts their adversary, Pepsi, as well.
Regardless, since Coca Cola's things are in a general sense soft drinks, with a water
accessibility issue, the association will suffer adversities. Coca Cola needs to hold quick to
natural laws as they create their things. On account of anything isn't right, it can impact how
they scatter things — or stop creation completely. Moreover, they can misuse clammy
environments who may acknowledge Coca Cola drinks as an approach to chill off. This
capacities commendably in making countries where Coca Cola would have basically no
"extraordinary" competition.

ANALYSIS WITH REFERENCE TO THE DATA COLLECTED

THROUGH QUESTIONNAIRE:

Q1. DO YOU USE COCA COLA PRODUCTS?

Fig.1.1

From fig.1.1 we can interpret that 90% of the total respondents are regular users of Coca Cola
products and 10% tented not to use them. ie, from the sample size of 60, 54 are cola users.

52
Q2. GENDER

Fig.1.2

From fig.1.2 we can interpret that about 62% of the cola consumers are male and that only
about 38% of females tend to use cola products. Coca colas’ marketing isn’t targeted on any
particular gender but the male population show a positive tendency towards Coca Cola
products. This may be due to the variations in the living style, need, requirement etc

Q3. AGE

Fig.1.3

53
From the data acquired, it can be studied than more than 45% of the respondents were of the
age group of 21 to 30 and only a minimum percentage of 6 was from the age groups below 20
and above 50. This maybe because of variations in the taste preference and other significant
factors like health consciousness or diet keeping.

Q4. SATISFACTION RANGE WITH COCA COLA

Fig.1.4

From fig.1.4, it can be interpreted that 33% of the respondents are very satisfied with the coca
cola products whereas 25% are just satisfied and 36% rate their satisfaction as “Average”.
Even if the numbers are small we can’t deny that below 4% are dissatisfied and 1.67% are
extremely dissatisfied.

54
Q5. EXPENDITURE ON COCA COLA PRODUCTS

Fig.1.5

From fig.1.5 we interpret that about 25% of respondents only spent less than 100 rs per week
which is very low compared to the global scenario. It also can be seen than almost half of the
respondents spent 100-250 per month which creates a potential market growth for coca cola
in India. And only a mere 16% is seen to spend more than 400rs a week.

Q6. DOES PRICE AFFECT YOUR LIKEHOOD TOWARDS

COCACOLA?

Fig.1.6

55
From the above data it can be studied than about 67% of the respondents say they are not
affected by the price of coca cola which definitely could be due to the lower prices and higher
quality offered by the company. And also 20 out of the 60 respondents believe that the price
of the product is restricting them from buying it.

Q7. HOW OFTEN DO YOU PURCHASE COCA COLA PRODUCTS?

Fig.1.7

From fig.1.7 we refer that a majority of 35% of the respondents purchase coca cola mostly
twice a week and also as you could see the digits are almost parallel in the other purchase
period options.

56
Q8. WHAT QUANTITY DO YOU USUALLY PURCHASE?

Fig.1.8

From fig.1.8 it can be concluded that respondents prefer 26% each for 300ml and 1.25L
bottle, a major of 28% prefer the 750ml bottle and a minimum of 18% prefer the larger bottle
of 1.75L

Q9. HOW WELL DO COCA COLA PRODUCTS TASTE?

Fig.1.9

57
From the above figure, it can be studied and understood that almost 39% of the respondents
feel coca cola tastes good enough whereas 26% says it tastes very good. And according to our
survey no respondent has felt like the drink tastes bad. There could be many factors affecting
a consumers’ taste preference and it could vary from one person to another.

Q10. WHAT IS YOUR MOST PREFERABLE CHANNEL FOR

PURCHASING COCA COLA?

Fig.1.10

From fig.1.10 we can easily study that most of the respondents, ie 60% use supermarkets as
their most preferable channel to purchase coca cola products. 21% prefers restaurants
whereas a 10% depend on retailers to purchases the drink and a minimum of 8% purchases
the drink from multiplexes. The variation in the purchases channels highly depend on the
geographical location, living condition and similar basic situations of the consumer.

58
Q11. HOW WOULD YOU COMPARE COCA COLA WITH OTHER
SIMILAR PRODUCTS IN THE MARKET?

Fig.1.11

From the above data it can be understood that 28% of the respondents feel that coca cola is
much better than the other similar drinks in the market, 40% say it is somewhat better, and
31% feel like it is just the same as the other products. No respondents feel like the product is
any worse compared to other similar products.

Q12. WHAT DO YOU LIKE ABOUT COCA COLA PRODUCTS

Fig.1.12

59
From fig.1.12 it can be analysed that more than 90% of the respondents like easy availability
as the most desirable factor about coca cola. Nearly 53% like taste and price factors about the
product. And 33% like the quality of the product, 20% go for popularity factor and around
10% like design and other factors about the product.

Q13. RATE THE VALUE FOR COCA COLA ON A SCALE OF 5

Fig.1.13
From fig.1.13 we can understand that 26% of the respondents rated coca cola for 5, 35%
rated it for 4, 31% for 3, and 3.33% each for 1 and 2. This shows the consumers positive
inclination towards to coca cola products

60
Q14. WHAT KIND OF PRODUCTS DO YOU WANT COCA COLA TO
INTRODUCE IN THE FUTURE?

Fig.1.14

The above chart highlights the kind of products the consumers wants coca cola to introduce
in the future. With 60% of the population wanting energy drinks produced by coca cola, 56%
wanting frizzy drinks, 48% wanting fruit drinks and 28% wanting alcoholic drinks. And 8%
of the respondents wants cola to produce other drinks.

61
 CHAPTER-V
FINDINGS,
SUGGESTIONS &
CONCLUSION
 FINDINGS

❖ Q1 shows that 90% of the sample population are coca cola consumers and a minimum
10% do not use coca cola products. This can be interpreted from fig1.
❖ Q2 shows that about 62% of the cola consumers are male and that only about 38% of
females tend to use cola products. Coca colas’ marketing isn’t targeted on any particular
gender but despite the fact the male population show a positive tendency towards Coca
Cola products. This may be due to the variations in the life style, needs, requirement etc.
❖ From the data acquired according to Q3, it can be studied than more than 45% of the
respondents are of the age group of 21 to 30 and only a minimum percentage of 6 are
from the age groups below 20 and above 50
❖ The data shown in fig 4 indicates that 33% of the respondents are very satisfied with the
coca cola products whereas 25% are just satisfied and 36% rate their satisfaction as
“Average”. Even if the numbers are small we can’t deny that below 4% are dissatisfied
and 1.67% are extremely dissatisfied.
❖ Q5 indicates that about 25% of respondents only spent less than 100 rs per week which is
very low compared to the global scenario. It also can be seen than almost half of the
respondents spent 100-250 per month which creates a potential market growth for coca
cola in India. And only a mere 16% is seen to spend more than 400rs a week.
❖ From Q6 and fig.6 it can be studied than about 67% of the respondents say they are not
affected by the price of coca cola which definitely could be due to the lower prices and
higher quality offered by the company. And also 20 out of the 60 respondents said that
the price of the product is restricting them from buying it.
❖ Q7 shows that a majority of 35% of the respondents purchase coca cola mostly twice a
week and also as you could see in fig.7 the digits are almost parallel in the other purchase
period options.
❖ From Q8 it can be concluded that respondents prefer 26% each for 300ml and 1.25L
bottle, a major of 28% prefer the 750ml bottle and a minimum of 18% prefer the larger
bottle of 1.75L
❖ From Q9 and according to fig 9, it can be studied and understood that almost 39% of the
respondents feel coca cola tastes good enough whereas 26% says it tastes very good. And
according to our survey no respondent has felt like the drink tastes bad. There could be
many factors affecting a consumers’ taste preference and it could vary from one person to
another

62
❖ From fig.10 of Q10 we can easily study that most of the respondents, ie 60% use
supermarkets as their most preferable channel to purchase coca cola products. 21%
prefers restaurants whereas a 10% depend on retailers to purchases the drink and a
minimum of 8% purchases the drink from multiplexes. The variation in the purchases
channels highly depend on the geographical location, living condition and similar basic
situations of the consume
❖ According to fig11 of Q11 it can be understood that 28% of the respondents feel that coca
cola is much better than the other similar drinks in the market, 40% say it is somewhat
better, and 31% feel like it is just the same as the other products. No respondents feel like
the product is any worse compared to other similar products.
❖ Q12 chart shows that more than 90% of the respondents like easy availability as the most
desirable factor about coca cola. Nearly 53% like taste and price factors about the
product. And 33% like the quality of the product, 20% go for popularity factor and
around 10% like design and other factors about the product.
❖ The Q13 data shows that 26% of the respondents rated coca cola for 5, 35% rated it for 4,
31% for 3, and 3.33% each for 1 and 2. This shows the consumers positive inclination
towards to coca cola products
❖ The data chart in Q14 highlights the kind of products the consumers wants coca cola to
introduce in the future. With 60% of the population wanting energy drinks produced by
coca cola, 56% wanting frizzy drinks, 48% wanting fruit drinks and 28% wanting
alcoholic drinks. And 8% of the respondents wants cola to produce other drinks.

63
 SUGGESTIONS

The suggestions are based on the consumer preference study conducted on “Coca Cola”

❖ The company should continue to focus on providing best margins.

❖ The company should also focus on providing adequate service and also offer scheme on
regular basis to compete with other brands.
❖ Relationship between the company and the consumers should be made more effective.
❖ The company should keep focusing on the attractive advertisement campaign.
❖ Coca cola should keep a strong watch on the competitors to keep leading the market.
❖ Perform a detailed survey on a regular basis to understand the needs, suggestions and
options of the consumer group.
❖ The company should use new attractive system of word of mouth advertisement to keep
active the general awareness in the market as a whole.
❖ A strong watch should be kept of the distribution system so the brandvalue doesn’t get
affected.

CONCLUSION

Changing consumer demands and increasing global competition are causing the
beverage product manufacturing sectors worldwide to embrace new processing technologies
and new ingredient systems but we could clearly see that Coca Cola tents to stick with its same
formula and capture the market with its more efficient advertisement tactics.

The data collected clearly shows that the Coca Cola products ae more used and popular than
any other similar products in the market mainly due to its easy availability, low price, quality,
taste and popularity and the study also concluded that the majority of consumers purchase the
product regardless of its price and believe that coca cola conducts a fair marketing strategy.

When we consider the development in the business marketing strategies throughout the years,
we could easy conclude that the consumer satisfaction is the major aspect behind the success
of any market. The same marketing technique is being used by Coca Cola to capture the
majority market share, the company satisfies the consumer needs and brings in higher quality
in their products with lower price.

64
 QUESTIONNAIRE:

➢ NAME

➢ GENDER
o Male
o Female
o Other
➢ AGE
o 15-20
o 21-30
o 31-40
o 41-50
o Above 50
➢ Do you use Coca Cola products?
o Yes
o No
➢ If yes, how satisfied are you with Coca Cola brand?
o Very satisfied
o Satisfied
o Average
o Dissatisfied
o Extremely dissatisfied
➢ How much do you spend on Coca Cola per week?
o Less than 100rs
o 100rs to 250rs
o 250rs to 400rs
o More than 400rs
➢ Does price affect your likeliness of drinking Coca Cola?
o Yes
o No
➢ How often do you purchase Coca Cola products?
o Once a month
o Once a week
o Twice a week
o Three times or more a week
➢ What quantity do you usually purchase?
o 300ml
o 750ml
o 1.23L
o 1.75L
➢ How well does Coca Cola products taste?
o Very good
o Good
o Okay
o Bad
o Very bad
➢ What is your most preferable channel for purchasing Coca Cola?
o Supermarkets
o Retailers
o Restaurants
o Multiplexes
➢ How would you compare Coca Cola with other similar products in
the market?
o Much better
o Somewhat better
o The same
o Somewhat worse
o Much worse
o Don’t know
➢ What do you like about Coca Cola brand?
 Availability
 Taste
 Quality
 Popularity
 Design
 Others
➢ Rate the value for money (on a scale of 1 to 5)
o 1
o 2
o 3
o 4
o 5
➢ What kind of products do you want Coca Cola to introduce in the
future?
 Fizzy drinks
 Fruit drinks
 Energy drinks
 Alcoholic drinks
 Others
BIBLIOGRAPHY:

WEBSITES:

◆ http://www.coca-colacompany.com/
◆ https://www.coca-colacompany.com/brands/coca-cola
◆ https://www.ukessays.com/essays/economics/industry-analysis-soft-drinks-2069.php
◆ https://www.britannica.com/topic/soft-drink
◆ https://www.scribd.com/doc/23383374/Introduction-to-Soft-Drink-Industry
◆ https://www.researchgate.net/publication/270956555_CHAPTER_3_-
_RESEARCH_METHODOLOGY_Data_collection_method_and_Research_tools
◆ http://www.ddegjust.ac.in/studymaterial/mba/cp-206.pdf
◆ https://bstrategyhub.com/swot-analysis-of-coca-cola-2019-coca-cola-swot-analysis/
◆ https://www.valueline.com/Stocks/Highlights/The_Coca-
Cola_Company A_Short_SWOT_Analysis.aspx
◆ https://www.slideshare.net/shaziazamir3/classification-of-research-by-purpose-
method
◆ https://bbamantra.com/methods-of-data-collection-primary-and-secondary-data/