Name of the Student: SANKALP.

Registration Number: 21DBCOL009

Programme: B.COM ., L.L.B., (HORNS)

Semester: IV

Course Name: LAW OF TORTS

Course Code:5BCL405

Date of Submission: 13 MAY 2023

Submitted to: RAJESHWI PRADHAN

ABSTRACT

This research focus on the FMCG product coke , to know the opinion of people on this product so
that we can analyse where the company is lacking and in which department like whether
marketing , taste etc . I have mainly focused on the preference of the consumer regarding coke ,
which coke they prefer , how do they buy , is the company are successful in their
advertisement .This research was done through sending google form contain question relating to
the product and consumer . This
Was send to a lot of people and have got 28 responses .

INTRODUCTION

Products that sell quickly at relatively low prices are referred to as fast-moving consumer
goods.Consumer packaged goods are another name for these items.
FMCGs, like soft drinks and confections, have a short shelf life because of high demand from
customers or because they are perishable (like meat, dairy products, and baked goods).These
products are sold in large quantities, are inexpensive, consumed quickly, and are frequently
purchased.When they are on the store shelf, they also have a high turnover rate.Products that are
intended for general consumption are referred to as "consumer goods."There are three distinct
categories for them:services, nondurable goods, and durable goodsProducts that are durable have
a shelf life of at least three years, while products that are not durable have a shelf life of less than
one year.The majority of consumer goods fall into the fast-moving category.They are consumed
immediately and have a short shelf life, making them nondurable.
Fast-moving consumer goods (FMCGs) are used by nearly everyone on a daily basis.At the produce
stand, grocery store, supermarket, and warehouse outlet, we make these smaller consumer
purchases.Milk, gum, fruit and vegetables, toilet paper, beer, soda, and over-the-counter
medications like aspirin are examples.
More than half of all consumer spending is on FMCGs, but these are typically low-involvement
purchases.Instead of showing off a brand-new energy drink they bought for $2.50 at the
convenience store, consumers are more likely to show off a durable item like a new car or
smartphone with beautiful design.

My FMCG product is coke ,which is manufactured by coco-cola company . The Coca-Cola

Company is a multinational beverage company based in the United States that was established in
1892 and is best known for producing Coca-Cola.Other non-alcoholic beverage concentrates and
syrups as well as alcoholic beverages are produced, sold, and marketed by The Coca-Cola
Company.The stock of the company is traded on the NYSE and is included in the DJIA, S&P 500,
and S&P 100 indexes.
John Stith Pemberton, a pharmacist, created the soft drink in 1886.Cocaine from coca leaves and
caffeine from kola nuts, both of which were stimulants at the time, were in the product.The
combination of coca and kola is the inspiration for the product's name, which also led to Coca-
Cola's positioning as a "healthy tonic."Pemberton had developed an addiction to morphine after
suffering severe wounds during the American Civil War.In an effort to control his addiction, he
created the beverage as a patent-pending medication.
The formula and brand were purchased by Asa Griggs Candler, who founded the Coca-Cola
Company in Atlanta in 1892, for $2,300 (roughly $71,000 in 2022).Since 1889, the business has
had a franchised distribution system.The majority of the company's output is syrup concentrate,
which is then sold to various bottlers worldwide with exclusive territories.Coca-Cola Refreshments,
the company's primary North American bottler, is owned by the company.
The Coca-Cola Company makes Coke, a carbonated soft drink.It was created by John Stith
Pemberton in Atlanta, Georgia, in the late 19th century. At first, it was sold as a temperance drink
and was meant to be a patent medicine.Coca-Cola's ownership rights were sold to Asa Griggs
Candler, a businessman, in 1888. Candler's marketing strategies helped the company dominate the
global soft drink market throughout the 20th and 21st centuries.[1] The drink's name comes from
two of its original components:coca leaves and kola nut (a caffeine-containing food)Coca-Cola's
current formula is still a closely guarded trade secret;On the other hand, a number of published
recipes and experimental recreations have been reported.Coca-Cola has used the formula's secrecy
in its marketing because only a few anonymous employees know it.[2] The drink has inspired
imitation and created a whole category of soft drinks:colas.

LITERATURE REVIEW

Coca-Cola is currently the largest beverage company in the world, serving nearly two billion daily
servings to consumers in over 200 countries.To distribute this enormous quantity of beverage, this
vast network includes nearly 144,000 business associates.It is vital to take note of that we are not
discussing one specific beverage, for instance Coca Cola or Diet Coca Cola yet an entire scope of
refreshments.In point of fact, the Coca-Cola Company has developed, acquired, and consolidated
more than 3,000 distinct drinks, each of which has been successfully or otherwise marketed and
positioned in the global market.The Coca-Cola Company, 2011a) Having such a vast product
portfolio and catering to such a diverse range of customers, cultures, and mentalities necessitates a
highly targeted and energetic marketing strategy as a global marketing strategy as well as a more
narrowly focused cultural approach to country-specific marketing strategies.It's possible that a
strategy that works in one country won't apply in another.The first paper that will be discussed is
titled "Coca Cola's Marketing Challenges in Brazil:" it was published in 2005 in the "Thunderbird
International Business Review."The War of the Tubainas.The author of this paper discusses the
challenges that Coca-Cola faces in marketing as it competes with its rival Pepsi as well as hundreds
of local brands (known as tubainas), some of which are supported by the government through
specific tax incentives, which effectively affect the price.Brazil is clearly a strategic country of
importance because it is the third largest Coca-Cola operation and only consumes 144 bottles per
day, compared to the benchmark of 462 bottles per year in the United States.Coca-Cola used a
variety of marketing strategies to try to expand in the new market, including lowering the price of
its products in 1999 to R$1.25 and adding more brands.They also went into more detail about a
particular kind of drink that was more to the liking of the Brazilian population.In fact, Kuat, a
particular drink flavored with Guarana, a well-known Amazonian fruit from Brazil, received the
most attention.In fact, in an effort to reclaim the Brazilian market, the Brazilian subsidiary planted
200 hectares of this fruit.In the end, the "winning strategy" was a combination of price positioning
and changing the technology used for bottling (from plastic to glass).It is pertinent to examine the
current consumption of beverages under the Coca Cola umbrella in order to evaluate the efficacy of
the strategy that Coca Cola employed in Brazil.As indicated by Coca Cola's own figures, last year's
utilization for Brazil was 229 for each capita, an increment from the 144 of 2005.In just five years,
this equates to nearly 60% growth, a tremendous increase.It is evident that more work could be
done to reach the 675 per capita consumption of other high consumers.It is interesting to note that
Malta consumes the second most Coca-Cola in the world, with 606 bottles consumed per person!
The Coca-Cola Company, 2011d) Continuing with the marketing aspect, one can observe the
various marketing strategies utilized to enter the Spanish market by traveling to Spain, specifically
the European side of the globe.The authors of the paper "Brand communities on the internet – A
Case Study of Coca-Cola's Spanish virtual community" Mariola Palazon and Maria Sicilia talked
about the "technological" strategy Coca-Cola used to break into this market.The use of virtual
communities as an alternative strategy was the novel approach.The first topic covered in the paper
is what virtual communities are and how they work.Between September 2006 and July 2007, the
authors gathered data.The paper provides a very interesting explanation of this concept of virtual
reality and social networking. From 2000 to 2010, Spanish consumption increased from 251 to
284, representing a 13 percent increase, while the European market as a whole expanded by 20
percent and the global market expanded by 33 percent!The Coca-Cola Company, 2011e) The third
paper in this literature review discusses Coca-Cola's global marketing strategy and
positioning.This indicates that we will now zoom out from each country and move to the less
specific.Demetris Vrontis and Iain Sharp published a paper in the Marketing Review journal in
2003 with the title "The Strategic Positioning of Coca-Cola in their Global Marketing
Operation."This paper looks at how Coca-Cola has strategically positioned itself in soft drink
marketing around the world.The paper examines the strategies Coca-Cola has used to achieve such
a "global takeover."The Coca-Cola Company has implemented both a Differentiation and a Cost
Leadership Strategy, as this paper explains.A differentiation strategy is when a company tries to
differentiate itself from its rivals by adding something to its product that will give its customers a
unique value.Depending on the industry, a company can differentiate in a variety of ways.
However, the costs of this differentiation policy must be less than the additional pricing that the
company can obtain.
Coca-Cola's perceived superior product quality, which surpasses that of their closest competitors,
and high brand image and recognition are the means by which the company differentiates
itself.The Coca-Cola bottle, for instance, has established itself as an internationally recognizable
symbol, and the business has also differentiated itself through promotion and packaging.Vrontis
and Sharp, 2003) These are, in essence, the two general approaches that Coca-Cola employees
employ for its strategic management and direction.Coca-Cola was able to differentiate itself from
its rivals and produce a product that offered a distinct value to its customers thanks to these
measures.The ability to penetrate the entire world and maintain this substantial market share was
made possible by the well-integrated products that were produced into a comprehensive product
portfolio.It is abundantly clear that the challenges of managing a large corporation's human
resources cannot be ignored.The following paper will specifically discuss mentoring and coaching-
related aspects of human resource management within this body of literature.The title of the paper
is "Case Study:Coaching and mentoring as part of a strategy for developing human resources:an
illustration from Coca-Cola Foods.
The three approaches Coca-Cola took to this aspect of training are highlighted in this paper by
David J. Veale and Jeffrey M. Wachtel, which was published in the Management Development
Review in 1996.The need to better connect their business strategy and development focus, the need
to involve the organization's leadership in all aspects of development, and the use of a variety of
development tools to better match personal and organizational needs are among these three
approaches.The three methodologies were utilized to arrive at the first of the organizations' vision:
‘People:Be a great place to work where employees are motivated to be their best.The Coca-Cola
Company, 2011f) This paper explains how Coca-Cola employs mentoring and coaching strategies
simultaneously for the benefit of its workforce.Coaching is a relationship activity that aims to
improve a company's performance.Coaching is a more casual approach that takes place between
an employee and their employer.Mentoring is more structured.It is based on a one-on-one
relationship with a person who typically works in a different department or area.All types of
coaching can be used by a mentor, but mentoring serves a much broader purpose.Coca-Cola is of
the opinion that mentoring and coaching each play an important part in the HR development
process.Coca-Cola knows that one of the most important factors in gaining a competitive
advantage and building the best organization possible is staff development.Vaele and Wachtel,
1996) The concluding paper in this brief literature review departs from the earlier research and
focuses on how Coca Cola "manages" crises.The Asian financial crisis was a time of financial
trouble that began in July 1997 and affected a large portion of Asia. It sparked concerns that the
financial crisis would spread to other countries and cause an economic meltdown.
In 1997, the Asian Crisis's financial effects began to be felt in most Asian nations, but clearly not in
all.This crisis caused significant damage to Indonesia, South Korea, Thailand, and Malaysia,
among other nations.However, despite feeling the financial impact of the crisis, other nations, such
as Singapore, Vietnam, the Philippines, Taiwan, Burma, and China, did not succumb.Pempel,
1999) In the immediate aftermath of the Asian crisis, the Coca-Cola factory in Indonesia saw a 30
percent drop in sales. However, it was able to survive by taking very specific measures that might
have been regarded as unreasonable or unrealistic at the time.Singh and Yip provide an
explanation of the primary actions taken by Coca-Cola Indonesia in their paper, "Strategic Lessons
from the Asian Crisis."The company's initial response was to raise prices in order to boost
profitability. Next, it changed the packaging mix, switching from high-cost aluminum to lower-cost
glass in order to lower manufacturing costs and boost profitability even further.Finally, Coca-Cola
Indonesia focused on asset acquisition after securing a certain amount of cash through the
aforementioned actions.In point of fact, Coca-Cola was one of the first businesses to purchase
assets right after the Asian Crisis.Coca-Cola increased its investment in its Thai bottling plant from
5% to 49%, acquired its bottling plants in South Korea and the Philippines, and expanded into
India, Vietnam, and other nations.2000, Singh and Yip).
Essentially, Coca-Cola demonstrates its capacity for crisis-to-growth turnaround.This was, after
all, in line with the mission and vision of this enormous international colossus, which once more
was able to find solutions to problems that could have easily hurt or even destroyed the Asian
division of this company.2000, Singh and Yip)
https://ukdiss.com/litreview/an-introduction-to-coca-cola-limited.php

OBJECTIVES

To understand the consumer preference

For betterment of product

To know consumer in detail and analyse accordingly

To know the reach of the coke drink

To improve the marketing strategies

To analyse their weakness and strength

For budget planning for that coca cola company to manufacture coke

To know consumption on targeted group

INTERPRETATION

1.
The above pie chart represent the age of the people who responded to my form . The majority is
shared equally between blue and red , where blue represent age group pf 0-18 and red 19-30. Rest
7.2 % belong to yellow and green , age group between 31- 50 and 50 + respectively .

2.

The above pie chart represents the gender who responded to my form. The majority of
respondents are 56.6% belongs to male and 46.4% belong to females . The responses I received
are only from male and female .

3.
The above charts represents the level of income of the respondents . The majority of participants of
67.9% belongs to not earning group , 14.3% belongs to below 300000 , 10.7% belongs to 300001 to
500000 and rest 7.1% belongs to 500001 and above category of income.

4.

The above charts represents the occupation of the respondents . The majority of participants of
75% belongs to student , 21.4 belongs to below working , 3.6% belongs to other category in
occupation . There is no respondent who does business .

5.
The above charts represents the region of the respondents . The majority of participants of 85.7%
belongs to urban , 14.3 % belongs to rural . By this we can know urban people are more consumers
of coke and they responds to this form as they use technology and are educated .

6.

The above charts tells which the respondents have drank coke or no . As per the response the
majority of participants of 96.4 % have drank coke , 3.6% have not drank coke . We can know by
this that maximum people drink coke and very few people don’t drink .
7.

The above charts is about how often do respondents drink coke . The majority of participants of 64% drink
coke once a week , 16% drink coke twice a week. 12% drink thrice a week, and rest 8 % drink four or more
than four times in a week

8.

The above charts tells whether the respondents buy multi pack or no . As per the response the
majority of participants of 82.1% buy multi pack and 17.9% doesn’t buy multipack. The company
has to promote manufacture of multipack . the multi pack usually have great offers , so people
prefer that or maybe other reasons to .
9.

The above charts tells whether the respondents like coke or no . As per the response , it is shared
equally. 50% of respondents like coke and other 50% doesn’t like coke .

10.

The above charts shows how did the respondents know about the product coke . As per the
response the majority of participants of 57.1% got to know by advestisements and 10.7% by
friends , 10.7% by family and rest 7.1% by other sources . By this we can know that company is
successful is promoting product through advestiment but they can improve more.

11.

The above charts shows that chilled coke is loved by every respondent , none of the respondent
likes the warm coke . Chilled coke has easily won the battle with 100% .

12.
The above charts represents which quantity of coke does respondents buy . The majority of
participants of 59.3% buy tin , 33.3% buy 250 ml , 7.4 buy 500 ml . Above 500 ml none of the
respondent prefers to buy .

13.

The above charts represents which variety of coke tastes better. The majority of participants of
85.2 like the coke original , 11.1% likes coke diet of the respondent prefers to buy and rest 3.7%
likes flavoured coke and none of the respondent prefers coke zero.

14.
The above charts is about on what occasion do respondents drink coke . . The majority of participants of
39.3% drink coke on party , 28.6% drink coke on other occasion . 25% drink coke as refreshments , and
rest 7.1 % drink coke daily . so we can tell that coke are most commonly used more in parties.

15.

The above charts is about respondents preference of substitute over coke . . The majority of participants of
35.7% prefer other drink as substitute , 25% prefer mountain dew as substitute . 25% prefer pepsi as
substitute , and rest 14.3% thumbs up as substitute for coke .

16.
The above charts is about price of coke and substitutes . The majority of participants of 81.5 % feels the
price of coke is similar to its substitutes, 11.1% feels the price of coke is less expensive than its substitutes .
7.4% feels its cheaper than its substitutes , none of respondent feels it is more expensive , so we can analyse
here that coke has done great job in pricing .

17.

The above charts is about whether respondents wants new variety of coke . The majority of participants of
51.9% doesn’t want new variety and rest 48.1 % wants new variety of coke . As the diiference between them
is not much , we could take opinion of more people on this to analyse.

18.
The above charts is about whether respondents would recommend our product coke to other . The majority
of participants of 65.9% are willing to recommend our product coke , whereas 34.6%are not willing to
recommend coke to other . We can go more in depth to know why they are not willing not to recommend.

19.

The above charts is about whether respondents would pick coke over other soft drink . The majority of
participants of 53.6% are willing to coke over other soft drinks , whereas 46.4% are not willing to pick coke
over other soft drink .
21.

0.

When we asked respondents to rate the product from 1 to 10 , 21.4% of respondents rated 7, 17.9%
respondents rated 8, 14.3% respondents rated 10 , 10.7% respondents rated 1 , 3and 5, 7.1% respondents
rated 4, 3.6% respondents rated 6 and 9 and none of then rated 2 .

21.

When we asked suggestion for the respondents we received

Nothing
No
Nothing
No suggestion

😍 fantastic
NO
NA
No suggestions
To to improve in taste
Nil
To improve the quality and quality at the same cost to avoid competition over other substitutes

As suggestions.

https://docs.google.com/forms/d/e/
1FAIpQLScHMyVTxpp8dlgnopMx8sd26aELXFQhJZaXod92hFRqH6d3Fw/viewform?usp=sf_link
SUGGESTIONS
 The company has to promote manufacture of multipack with great offers as people prefer
multi pack .
 The R&D department should work and know it reason why people don’t like drinking coke
as it was 50% in our survey.
 The advertisement can be improved .
 Promote more chilled coke has 100% respondent choose chilled over warm.
 The big quantity bottle should be given offers as none of respondents prefer over 500 ml , so
offer on big bottle can sell them easily.
 Coke zero should be stopped has none prefer that or it should be developed .
 Make sure other soft drink don’t over take coke .
 The price should be maintained as same.
 New variety can be introduced has 51.9% wants new variety .

CONCLUSION

Through this research paper we got to know the people preference , opinions , choice etc of coke .
we got to know rural people are still lacking behind in education and technology as they don’t
know importance of research they don’t respond to this . There are both positive and negative
things to know each of survey . The weaken should be strengthen for better improvement of
product . They have to satisfy needs of consumer to stay in this compitative market .