A

Project Report On

“A STUDY OF MANGO JUICE MARKET”

OF
“HINDUSTAN COCA COLA BEVERAGES PVT.LTD.”

Submitted in the Partial

Fulfillment for the Award
of the Degree of
Bachelor in Business Administration (BBA)
Of Savitribai Phule Pune University, Pune
In Marketing Management

By
Mr.Rushikesh Babasaheb Hapase

Under the Guidance of

Prof. Sayyad L.R.

MES, Arts, Commerce & Science College, Sonai, Tal.

Newasa Dist. Ahmednagar
A.Y. 2020-21
1

D ECLARATION

I Rushikesh Babasaheb Hapase student of Bachelor in Business

Administration, Arts ,Commerce and Science College, Sonai here by that
the project report entitled “MARKET STUDY
OF MANGO JUICE” Has been carried out at “Hindusthan Coca Cola
Beverages Pvt. Ltd” submitted in partial fulfillment for the “Bachelors
Degree in Business Administration” in the result of my own work and is
original.

I have not submitted this project to any other university or

college for the award of any other degree or Diploma.

Internal Examinar External Examinar

1
2

ACKNOWLEDGEMENTS

I express my sense of profound gratitude to the Management of

“Hindustan Coca cola Beverages Pvt. Ltd”, Ahmednagar. For giving me
this opportunity to conduct a study on Training and Development in
their esteemed organization.

My sincere thanks to Vishnu Shrivastava (Human resource

Manager), Hindustan coca cola bevarege Pvt. Ltd, Ahmednagar. For
permitting me to pursue this project.

I would like to express my gratitude to Aditya Singhania (Sales

Manager), Hindustan Coca cola Beverages Pvt. Ltd, Ahmednagar. For
providing his valuable time, suggestions and support for completing my
project work successfully.

I am extremely grateful to Sanjay Mishra, Hindustan Coca cola

Beverages Pvt. Ltd, Ahmednagar. For his support during the preparation
of the project report. His patience and invaluable guidance have proved
to be very precious without which project would not be completed.

I am thankful to our Principal Dr Shankar Laxman Laware. and

also convey my thanks to our faculty members for their support.

Lastly, I am indebted to the friends and will-wishers who have

extended their support to me during the project.
 INDEX

PAGE NO:

CHAPTER-1

❖ INTRODUCTION 6-7
9-10
❖ INDUSTRY PROFILEININDIA

CHAPTER-2

❖ NEED FORTHESTUDY 12-13

❖ SCOPE FORTHESTUDY 15-17

❖ OBJECTIVE OFTHESTUDY 19

❖ RESEARCHMETHODOLOGY 21-24

❖ LIMITATION OFTHESTUDY 26

CHAPTER-3

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 ❖ COMPANYPROFILE 28-60

CHAPTER-4

❖ DATA ANALYSIS AND INTERPRETATION 63-73

CHAPTER-5
❖ SUGGESTION 75

❖ CONCLUSION 77

❖ FINDINGS 79

❖ QUESTIONNAIRE 81-83

❖ BIBLOGRAPHY 85
INTRODUCTION

INTRODUCTION

4
 Marketing in simple terms can be said to be “A human activity directed at
satisfied needs and wants through an exchange process.” Marketing as a
functional area of management is becoming extremely important as compared to
other fields. All decisions in modern business organization revolve around
information related with marketing decision making situations, which are
characterized by Distribution Strategy, Channelmembers and Product decisions.
The Product Decisions, customers assess a product’s value by looking at many
factors including those that surround the product.
In a constantly changing business and market scenario, maintaining the
channel members becomes more challenging in such a situation only innovative
technology, good product and committed people ,accompany can take the lead over
its competitors.

Coca-cola ltd has differentiated itself from its competitors and providing the
total “value for money” to its customers. Coca-cola ltd has integrated all the
features to offer a value for its products.

Value for the product and services refers to the quality of product and
services offered to the customers. Several surrounding features can be directly
influenced by channel members, such as customer service, delivery, and availability.
Consequently, a channel partner involves a value analysis in the same way customers
make purchase decisions. This area becomes the most important from the company
as well as customer point of view. This helps the company to know better their
customers and provide them with what they are expecting.

Market:

The set of all actual and potential buyers of a product or service.

Marketing:

5
A social and managerial process whereby individuals and groups obtain what they
need and want through creating and exchanging products and value with others.

Marketing Management:

The art and science of choosing target markets and building profitable relationships
with them.

Customer Satisfaction:

Theextent to which a product’s performance matches a buyer’s expectations.

Marketing Mix:

The set of controllable tactical marketing tools – product, price, place, and
promotion – that the firm blends to produce the response it wants in the target
market.

Developing the marketing Mix:

Once the company have decided on its overall competitive marketing strategy,it is
ready to begin planning the details of the marketing mix, one of the major concepts
in modern marketing.The marketing mix is the set of controllable, tactical marketing
tools that the firm blends to produce the response it wants in the target market.

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 INDUSTRY PROFILE

INDUSTRY PROFILE ININDIA

OUR COUNTRY WITH APOPULATION OF 100 crores as on 2001. Is potentially one

of the largest consumer market in the world the soft drinks market is the one among
the various markets inIndia .Soft drinks is product, which the consumer purchases
to quenchhis thirst, the secondaryfactor such as taste, hygienic conditions of storage
and social status influenced the consumers purchasingdecision.

Soft Drink scenario in India:

The soft drinks market till early 1990`s was in hands of domestic players
likeCampaThumsuplimcaetc.butwithopeningupofeconomyand
the entry of MNC players Pepsi and coca -cola, the market as come totally under
their control while world wide coca cola is the leader in carbonated drinks market,
in India it is Pepsi which scored over cocacola .Coca cola, which had winded up its
Indian operations during the introduction of FERA regime, reentered in India 16
years later in 1993. Coca cola acquired a major chunk of the soft drink market by
buying outlocal brands Thumps Up. Limca and Gold Spot from Parle Beverages.
Pepsi, although started a couple of years before Coca cola in 1991, has a lower
market share today. It has bought over Mumbai based Dukesrange of soft drinks
brands .Pepsi has been targeting it’s productstowardsyouth and it has stuck right
chord with the sales have been doing well by sticking tothe is youth brandwagon

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Soft drinks are available in glass bottles, aluminum cans and pet bottles for home
consumption. Fountains also dispense them in disposable containers. While 80% of
the consumption is impulse based outside home 20% comes from consumption
at home. This trend is slowly changing with increase in occasion led sales. The
market is slowly moving from Non-Alcoholic Carbonated drinks to fruit based
drinks and also to plain bottles water due to lower cost and ready availability. Per
Capital consumption in India is among lowest in the world at 7 bottles per annum
compared to 15 bottles in Pakistan, 89 in china and 1500 bottles inUSA.

Market has highest per capita consumption in the country with 50bottles per annum
compared to 5 bottles for the country. While 75% of the PET bottle consumption is
in urban areas and the 200 ml bottlessales are higher in rural areas. According to the
NCAER survey, lower lower middle and upper middle class people do 90% of the
total consumption of soft drinks in thecountry.
Soft drinks market size of FY05 was around 320 million cases (7680million
bottles). The market, which was witnessing 5% to 6% growth in the early 1990`s
and even slower growth at around 2-3% in
late80`s.presentlythemarketgrowthrateisaround7-8%perannum.

The market preference is highly regional based. While the cola drinks have main
markets in metro cities and Northern states of UP, Punjab,
Haryana, etc. orange flavored drinks are popular in southern states.
Sodas are also sold largely in southern sates, besides sales through bars. Western
markets have preference towards mango-flavored drinks; diet
cocacolaconstitutedjust0.7%ofthetotalcarbonatedbeveragemarket.

Another particular feature of the market is that of positioning and targeting of

various brands. While cola based brand of coca cola is
targetedatteenagersandispositionedasrefreshmentformindandbody .its Thums Up
brand is targeted at people in age group of 20-29yrars, positioned as thing for
adventure-loving successful and macho person

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 NEED FOR THE STUDY

NEED FOR STUDY

As retailer, each of has a vast number of perceptions toward products, toward

services, toward company or industry, etc. It isdifficult to imagine in any
research project that does not include the measurement of some aspects of
retailer’s s perceptions. The size of the market is vast and constantly
expanding, thus resulting in a vast number of competitors entering the
market. Billions of dollars were being spent on goods and services by tens of
millions of people. The growth of the retailer’s movements created urgent
needtounderstandhowcompetitorsformstrategiesandcapture
the market share and take strategic decisions. For example, in order to
discover how retailers respond to the promotional offer, advertisement and
distribution or service. (E.g. promotional appeals, package
labels,warranties, discounts, etc.).

The study of retailer’s perception and market share would provide the
company with necessary insights to develop the product, its pricing strategy,
and to design persuasive promotional strategy, distribution system and
develop defensive strategies and elimination strategies to remove the

9
competitor’s product from the market or some promotional strategies to
increase the market share of particular products and brands. It would also
support the organization to analyze its drawbacks in its various strategies
and to take corrective action to remain as marketleaders.

The study will also reveal the different aspects of retailer’s perception
regarding price, quality, range, availability, and advertisements of the
products. The need for the study is very essential as the competition in the
soft drink and water segment is ever increasing. Competitors are mainly
struggling to shutdown the market by capturing its market share. The
competitors are coming up with sales promotion and incentives to
compete with thisMaaza.

SCOPE FOR THE STUDY

SCOPE FOR STUDY

The scope of the study is limited. The study is a very minor contribution to the
company as it is only restricted to the twin cities (Borabanda and
Kodapur). The study would only be a drop in
theocean,Canhelpthedistributioninthisarea.

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The study can be conducted on a national basic too with a large sample size
and interviewing many numbers ofrespondents.

OPERATIONAL DEFINITIONS:

Retailer:
Retailer is a person or business who sells products to the public.

Brand:
Brand refers to the identification of the product given by the manufacturer.

Brand Loyalty:
Brand loyalty refers to the continuous and repeated purchase of a particular
brand without any wavering purchase pattern.

Respondent:
Respondent is a person who is being interviewed for the purpose of
conducting the study.

Market share:
The amount that a company sells of its products or services compared with
other companies selling the same things PromotionalActivities:
Promotional activities include advertising, personal selling, sales promotion,
and publicity, which have their own characteristics and cost but have common
objectives of achieving high sales by creatingawareness.

Incentives:
Offer of an article at frees of cost or less price of the market can be termed as
incentives.

Interviewee:

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A person who is answerable to the interviewer of the proposed questions.

Interviewer:
A person who carries on investigation for the purpose of achievingthe
objectives of theproject.

Sample:
The selection of set of people from the total population for the purchase of
carrying on the investigation.

Survey:
It refers to the questionnaire administered to the subject who is identified
from the population with the help of probability or non- probability sampling.

Questionnaire:
It refers to the set of questions that are framed to be answered by the
respondents for the purpose of achieving the research objectives. In
questionnaires there are two types structured and unstructured. There are
four types of questions in a questionnaire on open ended questions, closed
ended questions, disguised and interrogative questions.

Brand awareness:
Knowing brand; knowing that particular brand exists and is important; being
interested in particular brand: brand awareness refers to the consumer
awareness of the particular brand.

OBJECTIVE OF THE STUDY

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OBJECTIVE OF THESTUDY
➢ To know the retailers perception on maazatetra pack.

➢ To know the brand image among fruitdrinks.

➢ To know the retailers satisfaction levels towardsmaaza.

➢ To study the customer preferences and choice in various juice brands

➢ To identify the problems ofdistribution

➢ To analyze the sales of competitors products in various outlets

To know the most preferred size and quantity in juice brands by retailoutlets

METHODOLOGY

RESEARCH METHODOLOGY

Research Design:

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Once the problem is identified, the next step is the research design. Research design
is the basic framework of rest of the study.A research design specifies the methods
and procedures for conducting particular study.

In this project we are following descriptive research design.

Source of Data:

There are two types of data:

1. Primarydata
2. Secondarydata

Primary Data:
The primary data is fresh information collected for a specified study. The primary
data can be gathered by observational, experimentation and survey method. Here
the entire scheme of plan starts with the definition of various terms used, units to
be employed, type of enquiry to be conducted,extentofaccuracyaimedetc.,

The methods commonly used for the collection of primary data are:
1. Direct personal investigation, where the data is collected by the
investigator from the sourcesconcerned.
2. Indirect oral interviews, where the interview is conducted directly or
indirectly concerned with subject matter of the enquiry.
3. Information received through local agencies, which are appointed by
theinvestigator.
4. Mailed questionnaire method, here the method consists in
preparing a questionnaire (a list of questions relating to the field of
enquiry and providing space for the answers to be filled by the
respondents.), which is mailed to the respondents with a
requestforquickresponsewithinthespecifiedtime.

In this project mailed questionnaire method is used to collect the primary data.

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Secondary Data:
The secondary data refers to data, which already exists.
The secondary data collect from internal records, business magazines, company
websites and Newspapers.

Research instruments:
For the collection of primary data a structured questionnaire was prepared
covering various aspects ofthe study.

The questionnaire contains closed-ended and dichotomous questions.

Sampling Procedure:
It is a procedure required from defining a population to the actual selection of the
sample.

Introduction:
The precision and accuracy of the survey results are affected by the
mannerinwhichthesamplehasbeenchosen.

Sample:
A part of a population, which is provided by some process on other, usually by
deliberated selection with the object of investigating the properties of the parent
populationset.
Non probability sampling method is in deterministic method where the samplesize
in numerous and can’t be determined. So for our conveniencewe take
convenience-sampling method where all the population in sample is given equal
opportunity.

Sampling Method: - Convenience sampling method.

Statistical Tools Used:

Weighted Arithmetic Mean.

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Weighted Arithmetic Mean is based on the assumption that all the itemsin the
distribution are of equal importance. Here the weights areattached to each item
being proportional to the importance of the item in thedistribution.

Let W1, W2, W3,Wn be the weights attached to variable values X1,X2,X3…, Xn
respectively then weightedarithmetic means X is given by ∑WX/∑Wwhere W1,
W2… Wn are the respective weights of X1, X2, Xn.

1. Population:Retailers in Borabanda andkondapur.

2. Source of data: The two important sources of data are the primary
data and secondary data. The primary data is collected through
survey method with the help of questionnaire and personalinterview.
The secondary data is been collected from consumer attitudebooks.
3. The information is collected through survey done in Borabanda
andkondapur
4. Sample unit: The sample unit consists of retailers in Borabanda
andkondapur
5. Sample size: The sample size is 120 respondents.
6. The sample taken for the study caters to upper class and middle
class of thesociety.
7. Sample method: the sample method used is non-probability. In non-
probability sampling the chance of any particulars unit in the
population being selectedunknown.
a. Procedure: the procedure used for sampling is convenient
sampling in this method the sample unit ischosen primarily on
the basics of the convenience to the investigator.
8. The survey consists of structured questionnaire.
9. The questionnaire consists of both open and closed-endquestions.

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 LIMITATIONS OF THESTUDY

LIMITATIONS

The study was confined to limited consumers only

The duration of the study was restricted for 8 weeks only, which

is not sufficient to study the entire consumers in themarket.

The analysis can not be straight away used in decision making, as

simple is very small when compared to the total consumers in

themarket.

The present study deals with coca-cola-brand

COMPANY PROFILE

17
COCA-COLA PROFILE

The company actually produces concentrate for Marco, which is then sold
to various Coca-Cola bottlers throughout the world. The bottlers, who hold
territorially-exclusive contracts with the company, produce finished product
in cans and bottles from the concentrate in combination with filtered water
and sweeteners. The bottlers then sell, distribute and merchandise Coca-
Cola in cans andbottlestoretailstoresandvendingmachines.Suchbottlers
include Coca-Cola Enterprises, which is the single largest Coca- Cola bottler in
North America and Europe. The Coca-Cola Company also sells concentrate for
fountain sales to major restaurants and food servicedistributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under
the Coke brand name. The most famous of these is Diet Coke, which has
become a major diet cola but others exist, including Caffeine free Coke, Cherry
Coke, Coke Zero, Vanilla Coke and limited editions with lemon and with lime,
and even with coffee. The Coca-Cola Company owns and markets other soft
drinks that do not carry the Coca-Cola branding, such as Sprite, Fanta,
andothers.

The Las Vegas World of Coca-Cola museum in 2000

The first recipe Coca-Cola was invented in Atlanta, Georgia, by

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John S. Pemberton, originally as a coca wine called Pemberton's French Wine
Coca in 1885. [1][2] He may have been inspired by the formidable success of
European Angelo Mariani's coca wine, Vin Mariani.

In 2007, when Ging Mo Tuen and Fulton County passed Prohibition

legislation, Pemberton responded by developing Coca- Cola, essentially a
carbonated, non-alcoholic version of French Wine
Cola.[3] The beverage was named Coca-Colabecause,
originally, the stimulant mixed in the beverage was coca leaves from South
America. In addition, the drink was flavored using kola (Cola) nuts, the
beverage's source of caffeine. [4] Pemberton called for five ounces of coca leaf
per gallon of syrup, a significant dose, whereas, in 1891, Candler claimed his
formula (altered extensively from Pemberton's original) contained only a
tenth of this amount. Coca-Cola did once contain an estimated nine milligrams
of cocaine per glass but after 1903 Coca-Cola started using, instead of fresh
leaves, "spent" leaves - the leftovers of the
cocaineextractionprocesswithcocainetracelevelsleftoveratamolecularlevel. [5]
[6] However, as cocaine is one of numerous alkaloids present in the coca leaf,
it was nevertheless present in the drink. Today, the flavoring is still done with
kola nuts and the "spent" coca leaf.
IntheUnitedStates,thereisonlyoneplant(inNewJersey) authorized by the
Federal Government to grow the coca plant for Coca-Cola syrup manufacture.
[7]

Coca-Cola was initially sold as a patent medicine for five cents a glass at
soda fountains, which were popular in the United States at the time thanks to
a belief that carbonated water was good for the health.[8] Pemberton
claimed Coca-Cola cured a myriad of diseases, including morphine
addiction, dyspepsia, neurasthenia, headache, and impotence. The first sales
were made at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886, and for

19
the first eight months only nine drinks were sold each day. Pemberton ran
the first advertisement for the beverage on May 29 of the same year in the
AtlantaJournal.
By 1888, three versions of Coca-Cola — sold by three separate businesses —
were on the market. Asa Griggs Candler acquired a stake in Pemberton's
company in 1887 and incorporated it as the Coca Cola Company in 1888. The
same year, while suffering from an ongoing addiction to morphine,
Pemberton sold the rights a second time to four more businessmen:
J.C.Mayfield, A.O. Murphy,C.O. Mullahy and E.H. Bloodworth. Meanwhile,
Pemberton'salcoholicsonCharleyPembertonbegansellinghisown version of
theproduct.

In an attempt to clarify the situation, John Pemberton declared that the name
Coca-Cola belonged to Charley, but the other two manufacturers could
continue to use the formula. So, in the summer of 1888, Candler sold his
beverage under the names Yum Yum and Koke. After both failed to catch on,
Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to
force his two competitors out of the business. Candler purchased exclusive
rights to the formula from John Pemberton, Margaret Dozier and Woolfolk
Walker. However, in 1914, Dozier came forward to claim her signature on the
bill of sale had been forged, and subsequent analysis has indicated John
Pemberton's signature was most likely a forgery aswell.

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

(the current corporation), and in 1910 Candler had the earliest records of the
company burned, further obscuring its legal origins. Regardless, Candler
began marketing the product — the efficiency of this concerted advertising
campaign would not be realized until much later. By the time of its 50th
anniversary,the

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drink had reached the status of a national icon for the USA. In 1935 it was
certified kosher by Rabbi Tobias Geffen, after the company made minor
changes in the sourcing of some ingredients. Coca-Cola was sold in bottles for
the first time on March 12, 1894, and cans of Coke first appeared in 1955.
[14] The first bottling of Coca-
Cola occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company
in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles were
Biedenharn bottles, very different from the much later hobble-skirt design
that is now so familiar. Asa Candler was tentative about bottling the drink, but
the two entrepreneurs who proposed the idea were so persuasive that
Candler signed a contract giving them control of the procedure. However, the
loosely termed contract proved to be problematic for the company for
decades to come. Legal matters were not helped by the decision of the
bottlers
to subcontract to other companies — in effect, becoming parentbottlers.

New
Coke
stirred
up a

controversy when it replaced the original

Coca-Cola in 1985. Coca-Cola Classic was
reinstated within a few months of New Coke's
introduction into themarket.

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 In1985, Coca-Cola, amid much publicity,
attempted to change the formula of the
drink. Someauthorities
believe that New Coke, as the reformulated drink was called, was invented
specifically to respond to its commercial competitor, Pepsi. Double-blind taste
tests indicated that most consumers preferred the taste of Pepsi (which had
more lemon oil, less orange oil, and used vanillin rather than vanilla) to Coke.
In taste tests, drinkers were more likely to respond positively to sweeter
drinks, and Pepsi had the advantage over Coke because it was much sweeter.
Coca- Cola tinkered with the formula and created "New Coke". Follow-up taste
tests revealed that most consumers preferred the taste of New Coke to both
Coke and Pepsi. The reformulation was led by the thenCEO of the company,
Roberto Goizueta, and the president DonKeough.

It is unclear what part long-time company president Robert W.

Woodruff played in the reformulation. Goizueta claimed that Woodruff
endorsed it a few months before his death in 1985; others have pointed out
that, as the two men were alone when the matter was discussed, Goizueta
might have misinterpreted the wishes of the dying Woodruff, who could
speak only in monosyllables. It has also been alleged that Woodruff might not
have been able to understandwhatGoizuetawastellinghim.[Citationneeded]

The commercial failure of New Coke therefore came as a grievousblow to the

management of the Coca-Cola Company. It is possible that customers would
not have noticed the change if it had beenmade secretly or gradually and thus
brand loyalty could have been maintained. Coca-Cola management was
unprepared, however, for the nostalgic sentiments the drink aroused in the
American public; some compared changing the Coke formula to rewriting the
American Constitution.

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The Coca-Cola Company is the world's largest consumer of natural vanilla
extract. When New Coke was introduced in 1985, this had a severe impact on
the economy of Madagascar, a prime vanilla exporter, since New Coke used
vanillin, a less-expensive synthetic substitute. Purchases of vanilla more than
halved during this period.ButtheflopofNewCokebroughtarecovery.

Meanwhile, the market share for New Coke had dwindled to only 3% by 1986.
The company renamed the product "Coke II" in 1992 (not to be confused with
"Coke C2", a reduced-sugar cola launched by Coca-Cola in 2004). However,
sales falloff caused a severecutback in distribution. By 1998, it was sold in
only a few places in the Midwestern U.S.

Main article: Coca-Colaformula:

The exact formula of Coca-Cola is a famous trade secret. The original copy of
the formula is held in SunTrust Bank's main vaultin Atlanta. Its predecessor,
the Trust Company, was the underwriter for the Coca-Cola Company's initial
public offering in1919. A popular myth states that only two executives have
access to the formula, with each executive having only half the formula. The
truth is that while Coca-Cola does have a rule restricting access to only two
executives, each knows the entire formula andothers, in addition to the
prescribed duo, have known the formulationprocess.

Franchised Production Model:

The actual production and distribution of Coca-Cola follows a franchising
model. The Coca-Cola Company only produces a syrup concentrate, which it
sells to various bottlers throughout the world who hold Coca-Cola franchises
for one or more geographical areas. The bottlers produce the final drink by
mixing the syrup with filtered water and sugar (or artificial sweeteners)

23
and fill it into cans and bottles, which the bottlers then sell and distribute to
retail stores, vending machines, restaurants and food service
distributors.[20]

The Coca-Cola Company owns minority shares in some of its largest

franchisees, like Coca-Cola Enterprises, Coca-Cola Amatil, CocaCola Hellenic
Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent
bottlers produce almost half of the volume sold in the world. Since
independent bottlers add sugar and sweeteners, the sweetness of the drink
differs in various parts of the world, to cater forlocal tastes.
Bottle and logo design

The first version of the famous bottle went into production in 1916.
The famous Coca-Cola logotype was created by John Pemberton'sbookkeeper,
Frank Mason Robinson, in 1885. It was Robinson who came up with the name,
and he also chose the logo’s distinctivecursive script. The typeface used,
known as Spencerian script, was developed in the mid 19th century and was
the dominant form offormal handwriting in the United States during that
period.

The equally famous Coca-Cola bottle, called the "contour bottle" within the
company, but known to some as the "hobble skirt" bottle, was created in 1915

24
by a Swedish former glassblower, Alexander Samuelson, who had emigrated
to the U.S. in the 1880s and was employed as a manager at The Root Glass
Company in Terre Haute, Indiana, one of Coca-Cola's bottle suppliers.
According to the Coca-Cola Company, Samuelson took time to ponder a
possible new design for the bottle after production at his plant was shut down
due to a heat wave. Inspired, he considered the possibility of basing a new
design on the kola nut or coca leaf, two of the drink's flagship ingredients. He
sent an employee to research the shape of the two objects in question, but a
misunderstanding led to the man returning with sketches of the cacao pod—a
crucial ingredient in chocolate, but not Coca-Cola. According to the company,
it was this mistaken design that was accepted and put intoproduction.

Although endorsed by the company, this version of events is not considered

authoritative by many who cite its implausibility as difficult to believe. One
alternative depiction has Raymond Loewy as the inventor of the unique
design, but although Loewy did serve
asadesignerofCokecansandbottlesinlateryears,hewasinthe
French Army in the year the bottle was invented and did not migrate

Local Competitors:
Pepsi is often second to Coke in terms of sales, but outsells Coca- Cola in some
localities. Around the world, some local brands do compete with Coke. In
South and Central America, Kola Real, known as Big Cola in Mexico, is a fast
growing competitor to Coca- Cola. On the French island of Corsica, Corsica
Cola, made by brewers of the local Pietra beer, is a growing competitor to
Coca- Cola. In the French region of Bretagne, Breizh Cola is available. In
Peru, Inca Kola outsells Coca-Cola. However, The Coca-Cola Company
purchased the brand in 1999. In Sweden, Julmust outsells Coca-Cola during
the Christmas season. In Scotland, the locally-produced Irn-Bru was more
popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to

25
 outpace its sales. In India, Coca-Cola ranks third behind the leader, Pepsi-Cola,
and
local drink Thumps Up. However, The Coca-Cola
Companypurchased Thumps Up in 1993. Tropical, a domestic drink is served
in Cuba instead of Coca-Cola, in which there exists a United States embargo.
Mecca Cola, in the Middle East, is a competitor to Coca-Cola. In Turkey, Cola
Turka is a major competitor to Coca- Cola. In Iran and also many countries of
Middle East, Zam Zam Cola and Parsi Cola are major competitors to
CocaCola. In some parts of China, Future cola or can be bought. In Slovenia,
the locally-produced Cocktail is a major competitor to Coca-Cola, as is the
inexpensive Mercator Cola, which is sold only in the country'sbiggest
supermarket chain, Mercator. Finally, in Madagascar, Classiko Cola made by
Tiko Group the largestmanufactured
company in the country is a serious competitor to Coca-Cola in
manyregions.

Advertising:
Coca-Cola's advertising has had a significant impact on American culture, and
is frequently credited with the "invention" of the modern image of Santa
Claus as an old man in red-and-white garments; however, while the company
did in fact start promoting this image in the 1930s in its winter advertising
campaigns, it was already common before that. In fact, Coca-Cola was not
even the first soft drink company to utilize the modern image Santa Claus in
its advertising – White Rock Beverages used Santa in advertisements for its
ginger ale in 1923 after first using him to sell mineral water in1915.
In the 1970s, a song from a Coca-Cola commercial called "I'd Like to Teach
the World to Sing", produced by Billy Davis, became a popular hitsingle.

26
Coca-Cola has a policy of avoiding using children younger than the age of 12 in
any of its advertising. This decision was made as a result of a lawsuit from the
beginning of the 20th century that alleged that Coke's caffeine content was
dangerous to children. However, in recent times, this has not stopped the
company from targeting young consumers. In addition, it has not been
disclosed in exact terms how safe Coke is for consumption by young children
(or pregnantmothers).

Coke's advertising has been rather pervasive, as one of Woodruff's stated

goals was to ensure that everyoneon Earth drank Coca-Cola
as their preferred beverage. Advertising for Coke is now almost ubiquitous,
especially in southern areas of North America, such as Atlanta, where Coke
was born.

Some of the memorable Coca-Cola television commercials between 1960

through 1986 were written and produced by former Atlanta radio veteran
Don Naylor (WGST 1936-1950, WAGA 1951-1959) during his career as a
producer for the McCann Erickson advertising agency. Many of these early
television commercials for Coca-Cola featured movie stars, sports heroes,
and popular singers of theday.

During the 1980s, Pepsi-Cola ran a series of television advertisements

showing people participating in taste tests essentially demonstrating that:
"Fifty percent of the participants who said they preferred Coke actually
chose the Pepsi".
Statisticians were quick to point out the problematic nature of a 50/50 result;
that most likely all this really showed was that in blind tests, most people
simply cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads
to combat Pepsi's ads in an incident sometimes referred to as the cola wars;
one of Coke's ads compared the so-called Pepsi challenge to two

27
chimpanzees deciding which tennis ball was furrier. Thereafter, Coca-Cola
regained its leadership in themarket.

Selena was a spokesperson for Coca-Cola from 1989 till the time of her death.
She filmed three commercials for the company. In 1994 to commemorate
her 5 years with the company, Coca-Cola issued special Selena cokebottles.

In an attempt to broaden its portfolio, Coca-Cola purchased Columbia Pictures

in 1982. Columbia provided subtle publicity through Coke product
placements in many of its films while under Coke's ownership. However, after
a few early successes, Columbia began to under-perform, and was dropped by
the company in 1989. Coca-Cola has gone through a number of different
advertising slogans in its long history, including "The pause that refreshes",
"I'd like to buy the world a Coke", and "Coke is it" (see Coca-Cola slogans).

Sponsorship of SportingEvents:
Coca-Cola was the first-ever sponsor of the Olympic games, at the1928 games
in Amsterdam and has been an Olympics sponsor ever since. This corporate
sponsorship included the 1996 Summer Olympics hosted in Atlanta, which
allowed Coca-Cola to spotlight its hometown. Since 1978 Coca-Cola has
sponsored each FIFA World Cup and other competitions organized by FIFA. In
fact, oneof the FIFA tournament trophy: FIFA World Youth Championship from
Tunisia in 1977 to Malaysia in 1997 was called "FIFA - CocaCola Cup". In
addition, Coca-Cola sponsors the annual CocaCola 600 for the NASCAR Nextel
Cup auto racing series at Lowe's Motor Speedway in Charlotte, North Carolina.
Coca-Cola has a longhistory of sports marketing relationships, which over the
years have included Major League Baseball, the National Football League,

28
Criticisms

Main article: Criticism of Coca-Cola:

The Coca-Cola Company has been criticized for the alleged adverse health
effects of its flagship product. However, a common criticism of Coke based on
its allegedly toxic acidity levels has been found to be baseless by most
researchers; lawsuits based on these criticisms have been dismissed by
several American courts for this reason.

Most nutritionists advise that Coca-Cola and other soft drinks can be
harmful if consumed excessively, particularly to young children whose soft
drink consumption competes with, rather than complements, a balanced diet.
Studies have shown that regular soft drink users have a lower intake of
calcium (which can contribute to osteoporosis), magnesium, ascorbic acid,
riboflavin, and vitamin A. The drink has also aroused criticism for its use of
caffeine, an addictive substance which does not affect the products'taste.

Although numerous court cases have been filed against The Coca- Cola
Company since the 1920s, alleging that the acidity of the drink is dangerous,
no evidence corroborating this claim has been found. Under normal
conditions, scientific evidence indicates Coca- Cola's acidity causes no
immediate harm. Like most other colas, Coca-Cola contains phosphoric acid.
One study has shown that this hastens bone loss, contributing to illnesses
such as osteoporosis.

There is also some concern regarding the usage of high fructose corn syrup in
the production of Coca-Cola. Since 1985 in the U.S.,
Coke has been made with high fructose corn syrup, instead of
sugar glucose or fructose, to reduce costs. This has come under criticism
because of concerns that the corn used to produce corn syrup may come from
genetically altered plants. Some nutritionists also caution against

29
consumption of high fructose corn syrup because of possible links to obesity
and diabetes.

In India, there exists a major controversy concerning pesticides and other

harmful chemicals in bottled products including Coca-Cola. In 2003, the
Centre for Science and Environment (CSE), a non- governmental organization
in New Delhi, said aerated waters produced by soft drinks manufacturers in
India, including multinational giants PepsiCo and Coca-Cola, contained toxins
including lindane, DDT, malathion and chlorpyrifos — pesticides that can
contribute to cancer and a breakdown of the immune system. Tested
products included Coke, Pepsi, and several other soft drinks, many
produced by The Coca-Cola Company. CSE found that the Indian produced
Pepsi's soft drink products had 36 times the level of pesticide residues
permitted under European Union regulations; Coca-Cola's soft drink was
found to have 30 times the permitted amount. CSE said it had tested the
same products sold in the US and found no such residues. After the pesticide
allegations were made in 2003, Coca-Cola sales declined by 15%. In 2004,
an Indian parliamentary committee backed up CSE's findings, and a
government-appointed committee was tasked with developing the world's
first pesticide standards for soft drinks. The Coca-Cola Company has
responded that its plants filter water to remove potential contaminants and
that its products are tested
forpesticidesandmustmeetminimumhealthstandardsbefore
they are distributed. In the Indian state of Kerala, sale and production of
Coca-Cola, along with other soft drinks, was initially banned, before the High
Court in Kerala overturned the ban ruling
thatonlythefederalgovernmentcanbanfoodproducts.

In 2006, the United States Food and Drug Administration responded to

reports that the carcinogen benzene was present in unhealthy levels in

30
certain soft drinks by conducting a survey of more than 100 soft drinks and
other beverages. Based on this limited survey, the FDA stated that it
"believes that the results indicate that benzene levels are not a safety
concern for consumers."

History

One of the Coca-Cola Company's headquarters buildings in Atlanta, GA.

Pharmacist John Stith Pemberton invented a coca wine called Pemberton's

French Wine Coca in 1884. He was inspired by the formidable success of
French Angelo Mariani's coca wine, Vin Mariani. The following year, when
Atlanta and Fulton County passed Prohibition legislation, Pemberton began to
develop a non- alcoholic version of the French Wine Coca. He named it Coca-
Cola, because it included the stimulant coca leaves from South America and
was flavored using kola nuts, a source of caffeine. Pemberton ran the first
advertisement for the beverage on May 29 that year in the Atlanta Journal. In

31
1887, while suffering from an ongoing addiction to morphine, Pemberton sold
a stake in his company to
Asa Griggs Candler, who incorporated it as the Coca Cola Corporation in
1888. In the same year, Pemberton sold the rights a second time to three
more businessmen: J.C. Mayfield, A.O.Murphy, and E.H. Blood worth.
Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his
own version of the product. Three versions of Coca-Cola — sold by three
separate businesses — were on the market. In 1899 Candler sold the
exclusive rights, for $1 (USD) to bottle Coca-Cola in most of the United States
to two entrepreneurs from Chatta rnooga, TN, Benjamin Thomas and
JosephB. Whiteheadwho subsequently founded the Coca-Cola Bottling
Company In 1919 Candler sold his company to Atlanta banker
ErnestWoodruff.

According to the 2005 Annual Report, the company sells beverage products in
more than 200 countries. The report further states that
ofthemorethan50billionbeverageservingsofalltypesconsumed worldwide
every day, beverages bearing the trademarks owned by or licensed to Coca-
Cola account for approximately 1.3 billion. Of these, beverages bearing the
trademark "Coca-Cola" or "Coke" accounted for approximately 55% of the
Company's total gallon sales.

Also according to the 2005 Annual Report, Coca-Cola had gallon sales
distributed as follows:
27% in the United States
27% in Mexico, Brazil, Japan and China
46%inspreadthroughouttheworldBottlers

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces

(or produce) syrup concentrate which is then sold to various bottlers

32
 throughout the world who hold a Coca-Cola franchise. Coca-Cola bottlers, who
hold territorially exclusive contracts with the company, produce finished
product in cans and bottles from the concentrate in combination with filtered
water and sweeteners. The bottlers then sell, distribute and merchandise the
resulting Coca-Cola product to retail stores, vending machines, restaurants
and food servicedistributors.

One notable exception to this general relationship between TCCC and

bottlers is fountain syrups in the United States, where TCCC bypasses bottlers
and is responsible for the manufacture and sale of fountain syrups directly
to authorized fountain wholesalers.
Career at Coca-Cola:
Every person who drinks a Coca-Cola enjoys a moment of refreshment - and
shares in an experience that millions of othershave savored. And all of those
individual experiences combined have created worldwide phenomenon.

The Secret of Formula:

Commitment, tempered by Passion and seasoned with a great deal of Fun is
the Coke way of life. Drawing upon our collective energies, this Secret Formula
drives us to achieve greater results collaboratively and thoroughly enjoy
ourselves while doing it! The pace, energy and passion of our people
constitute the invisible glue that make us one of the most sought
afterworkplaces.

Participative Leadership:
Right from our interactions in the market, our Business Planning and our
Brand launches, to our Employee Engagement Programs,our Values Agenda,
and employee processes, every system is available for continuous
improvement. A learning atmosphere, enabled by our Manifesto for Growth,

33
helps us seek and replicate the learning’s from within and outside our
organization. Our
Engagement programs enable us to examine, validate and improve ourselves,
constantly. Our colleagues involve themselves in our opportunities for
participative leadership volunteering for work groups that assist decision-
making in critical processes.

CAMPUS RECRUITMENTS:
A taste of summer the Coca-Cola Summer Trainee Program is designed to
facilitate the professional development of young talent and identify talented
culture-fit employees for the company's Management Trainee program. The
Summer Trainee program provides a learning of the vagaries and
complexities of our business 'from the ground up'. With value-creating live
projects, the intern begins appreciating the intricacies of his or her function
and the impactthatithasonbusiness.

The quality and content of projects provides an opportunity to complement

your classroom learning with hands-on experience.
The Coca-Cola Management Trainee Program is the first steptowards
developing business general managers. A structured assessment process at
some of the country's premier business schools ensures that we hire the right
talent to groom them intosenior management positions. A cross-functional
training program spread over six months across the country builds an
appreciation of the complexity of the business as well as help you understand
the its interlink ages. The learning experience is also spiced up with value-
creating projects in the functional stints. Ground learning’sare further
consolidated with structured classroom sessions from the field managers
themselves and a
Community Developmentstint

34
helps the leaders of tomorrow to relate to their environment and reaffirms
our commitment to the communities that we work in.

Women Operations Trainees Program:

The WOTES program is based on the Company philosophy that reemphasizes
Equal Opportunity and Meritocracy as a core value of the Company’s
operations. The program not only aims to grow the business in sync with the
Company’s diverse community andconsumer base but also intends to engage
confident educated Indian women to be an integral part of our organization.

The WOTES or Women Operations Trainees Program is a focused Sales

Training program for Women executives who will supplement the sales force
in Frontline Sales. Spanning six-months the program consists of a three-
month introduction to Sales the Coke way, followed by three months of on-
the-job training at their prospective locations. The program imparts
invaluable learning and an exposure to on-ground market conditions. At the
end of the training, the WOTES will join the field force managing the sales
operations across thecountry.

We are guided by the shared values that guide usa Company and
asindividuals:

Leadership ‘The courage to shape a better future’

Passion ‘Committed in heart and mind’
Integrity ‘Be real’
Accountability ‘If it is to be, it’s up to me
Collaboration ‘Leverage collective genius’
Innovation ‘Seek, imagine, create, delight’ Quality
‘What we do, we dowell’

35
Respecting Ideals We Have Grown With Coca-Cola treasures its people as
the most valuable asset, and assert with pride the role its human resources
have played in establishing a consistent set of ideals. The Company attributes
its unabated growth momentum worldwide to the disciplined approach of its
manpower, and promises to reward its employees by respecting these ideals
to sustain its long-term growth plans, no matter how much the world and
business structures undergochanges.

Integrity Is Our Key Ingredient Of Success we believe our success primarily

hinges on integrity, and hence, our absolute thrust is on ensuring quality
control for each and every of our products, acting with a strong sense of
accountability in everything wedo.
Integrating Our Global Brand With Local Perspectives: Our
people have always acknowledged that building and nurturing relationships
with people and the world around us is an essential part of our work. No
matter how big or complex our business becomes, we recognize the need to
demonstrate complete respect for each other. As the world becomes more
and more
interconnected, yet more firmly rooted in local pride, identification of our
interdependence with our stakeholders becomes even more essential. As we
have expanded over the decades, our company has benefited from the various
cultural insights and perspectives of the societies in which we dobusiness.

A large part of our relationship with the world around us is our relationship
with the physical world. While we have always sought to be sensitive to the
environment, we must use our significant resources and capabilities to
provide active leadership on environmental issues, particularly those relevant
to ourbusinesses.

36
Much of our future success will depend on our ability to develop a
worldwideteamthatisrichinitsdiversityofthinking,perspectives, backgrounds
and culture. Coca-Cola is the world's most inclusive brand, and Coca-Cola
must also be the world's most inclusive company

Corporate response:
The Coca-Cola Company believes our business has always been based on the
trust consumers everywhere place in us—trust that is earned by what we do
as a corporate citizen and by our ability to live our values as a commercial
enterprise. There is much in ourworld to celebrate, refresh, strengthen and
protect. Through our actions as local citizens, we strive every day to refresh
the marketplace, enrich the workplace, preserve the environment and
strengthen our communities.

At the heart of our business is the trust consumers place in us. They rightly
expect that we are managing our business according to sound ethical
principles, that we are enhancing the health of our communities, and that we
are using natural resourcesresponsibly.

Media:
Touching lives of a few more Fisherman- closer to 2nd anniversary of
Tsunami Coca-Cola India Dedicates New Dockyard and Marketing Centre
to Cuddlier Fishing Community Continuing its longstanding and ongoing
support to communities affected by Tsunami in Tamil Nadu, Coca-Cola India
and Hindustan Coca Cola Beverage Pvt. Ltd and to realize their common
vision to strengthen the communities, dedicated a boat dockyard and a large
Marketing Centre to the fishing community in Pudhukuppam, situated 25
kms from Cuddalore in Tamilnadu. This was done by organizing a large
community mobilization camp on November 26, 2006 in presence of

37
hundreds of members of community, District Collector, representatives of our
partner NGO- AFPRO and other dignitaries. The Dockyard facility aims to
create new economic opportunities for the fishing families in
Pudhukuppam. While the dockyard will ensure that the boats will not get
impacted during disasters and the marketing centre ensures that the
fishermen get good price right at their doorstep. Earlier, Coca-Cola had
provided fiber motorized boats and fishing nets to a group of 80 fishermen in
adjoining village in the same area. The district collector
Sh. Gagandeep Singh Bedi, present at the occasion, commended CocaCola’s
effort for such a unique project post Tsunami, which will touch the lives of
the poorest of the fisherman. Sh Bedi highlighted that the project is unique as
not only it is first Dock Yard coming up post Tsunami but that the
marketing centre will help touch lives of even the smallest ofthe fisherman.

The boat dockyard and marketing center together are expected to

considerably ease the burden of storage, transportation and sale of
the catch for approximately 3000 fishing families that live in the
surroundingarea.

Speaking on the occasion the Panchayat President said that, “This initiative by
Coca-Cola India and Action for Food Production (AFPRO) to bring about a
renewed economic change is heartily welcome. The new boat dockyard would
enable the fishermen to dock their boats safely and the proximity of the
dockyard to the main market and the road will ease the burden of
transportation, preservation and disposal of the catch”. He added that such
corporate contributions are the only way the region’s fishing community –
recently affected by the disastrous tsunami – will regain economic
stability.With the financial investment from CocaCola India, the dockyard is
built with technical support from Action for Food Production (AFPRO), a
socio-technical non-

38
governmentalorganizationworkingforthedevelopmentoftherural poor
through effective natural resource management solutions. The new dockyard
has been constructed at a convenient locationfurther inland on the
backwaters and away from the coast so that boats can be safely anchored and
can be protected from any natural calamity like tsunamis or storms that
frequent the region. The dockyard is situated close to the main road that is
used by fishermen to transport their catch and also offers proximity to the
main market. At Coca-Cola India, we are committed to undertake a whole
range of initiatives aimed at improving the livelihood of people aroundus.

Quality Is Our Highest Business Objective:

The Coca-Cola Company exists to benefit and refresh everyone it touches. For
us, Quality is more than just something we taste or see or measure. It
shows in our every action. We relentlessly strive to exceed the world's ever-
changing expectations because keeping our Quality promise in the
marketplace is our highest business objective and our enduring obligation.
Consumers across the globe choose our brand of refreshment more than a
billion times every day because Coca-Colais...

The Symbol of Quality

Customer and Consumer Satisfaction
A Responsible Citizen of theWorld

39
 DATA ANALYSIS FINIDINGS

DATA ANALYSIS FINDINGS

1) Whichbrandsalesaremoreinthejuicesegmentinyourretailoutlet?

Brands Responses In Percentage

Maaza 75 63
Fruity 24 20
Slice 6 5
Appy 15 12

Graph:
In Percentage

70

60

50

40
In Percentage
30

20

10

0
Maaza Fruity Slice Appy

40
Statistics:
From the above table 63% of the retailers are selling Maaza brand, and 24% of
fruity and 5 % of slice and 12% of Appy are being sold in the 120 retails outlets on
theaverage

Inference:
From the above table we can see Maaza brand has highest brand loyalty and sales.

i.e., 63% of the retailers have no problem in selling Maaza brand.

2) Whichsizeismostlypreferredinmaaza?

Sizes Respondents InPercentage

RGB 72 60
Tetra 18 15
Pet Bottles 30 25

➢ Graph:
Respondents

80
70
60
50
40 Respondents
30
20
10
0
RGB Tetra PetBottles

Statistics:

41
In the above table 60% of the retailers Prefer RGB Size, 15 % of Tetra Packing and 25
% of Pet bottles in Maaza brand are preferred by the retailers

Inference:
From the above table we can see that RGB is the highest preferred brand by most of
theretailers

3) WhichBrandismostlypreferredinTetraPack?

Brands Respondents In Percentage

Maaza 60 50
Fruity 42 35
Appy 18 15

Graph:

In Percentages

60

50

40

30 In Percentages

20

10

0
Maaza Fruity Appy

Statistics:
In the above table 50% of the retailers Prefer Maaza, 35 % prefer Fruity
and15%perereAppyinTetraPack.

42
Inference:
From the above table we can see that most of the retailers preferred Maaza.brand in
Tetra packing

4) WhichBrandismostlypreferredinPetBottles?

Brands Respondents In Percentage

Maaza 66 55
Fruity 36 30
Slice 6 5
Appy 12 10
Graph:

InPercentages

60

50

40

30 InPercentages

20

10

0
Maaza Fruity Slice Appy

Statistics:

43
In the above table 55% of the retailers Prefer Maaza, 30 % prefer Fruity
and5%preferSliceand10%AppyinPetBottles.

Inference:
From the above table we can see that among Pet Bottles the most preferred brand
by retailers isMaaza.

5) WhichBrandismostlypreferredinRGBSize?

Brands Respondents In Percentage

Maaza 102 85
Slice 18 15

44
45
46
47
48
49
50
51
52
 SUGGESTIONS

SUGGESTIONS

1. The company should improve the existing sales promotion scheme and
introduce new and attractive ones.
2. The company should try to concentrate on advertising and should try to

increasing the awareness among consumer build brand image through it.

3. The company should improve the design, style and packaging because

retailers are looking at the physical structure of the products.

4. The company should concentrate on the quality, service.

5. Company should concentrate on the distribution of the product.

6. Coca-cola should concentrate on the pull strategy rather than push strategy.

7. Coca-cola should the banners and hoardings out side the public areas.

8. The company should also introduce more new flavors

CONSLUSION

CONCLUSION

53
In the present competitive world the success of the companydepends on
satisfying the customers as well as channel members. This is the area of retail
business and to win the race and be on the top companies are out performing by
spending more on trade promotions. The channel members play a key role in
increasing the sales of FMCG products. So the company has to pay more attention
on distribution, promotion and availability of brand to win sales in the market.

The study concludes that the Hindustan Coca Cola Beverages Pvt. Ltd has to
strengthen its product line by introducing new flavors and new sizes. It also has to
increase the stock holding and availability of cock brands through motivating
channel members by offering attractiveschemes andincentives.

FINDINGS
FINDINGS
➢ By doing this study we come to the conclusion that most
oftheretailerssellbothmaazatetrapackandmaazabottles.

➢ According to the study most of the retailers are loyal to the brands ofcoca-
cola.
➢ A few retailers are not satisfied with the distribution of coca- cola.
➢ Some of the retailers are not satisfied with the packaging ofthe some coca-
colabrands.
➢ According to the study maaza holds good brand image, brand awareness and
average market share in fruit drink category from the study we can conclude
that retailers are showing interest to stock and sell maaza but the company
has to improve its margin, distribution, promotional strategies, brand
building, brand awareness and brand image for some
oftheproductstoimprovetheitsmarketshare.

54
➢ By this study we can say that maaza holds around 30% of the market share
in fruit drinksegment.
➢ Coca-cola should consider and formulate some strategies in order to reduce
the market share of other domestic and international water and sodabrands.
➢ Coca-cola should concentrate on distribution of thebrand.
➢ According to the study the retailers want promotional offers to promote and
increase the market share of maaza tetrapack.

QUESTIONNAIRE

SURVEY QUESTIONNAIRE

55
 MARKET STUDY OF MANGO JUICEA
HINDUSTAN COCA-COLA BEVERAGES PRIVATE LTD. AHMEDNAGAR IMr. L.Jaya
Prakash. Pursuing M.B.A from University of Osmania, at Vivekananda School of P.G.
College. Hyderabad, as a part of my course I am doing a project work on “MARKET
STUDY OF MANGO JUICE” IN COCA-COLA”. So I kindly request you to extend your
earnest cooperation in filling this questionnaire. The information furnished by you is
purely for my academic purpose only and will kept confidential

Name of the retailers;

Area ;
Address ;

1) Which brand sales are more in the juice segment in your retail outlet?.

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

2) Which size is mostly preferred in maaza?

a) RGB Bottles ( )
b) Tetra pack ( )
c) Pet bottles ( )

3) Which Brand is mostly preferred in Tetra Pack?

a) Maaza ( )
b) Fruity ( )
c) Appy ( )

4) Which Brand is mostly preferred in Pet Bottles?

a) Maaza ( )
b) Fruity ( )
c) Slice ( )

56
 d) Appy ( )
5) Which Brand is mostly preferred in RGB Size?

a) Maaza ( )
b) Slice ( )

6) When the sales target of Maaza was achieved?

a) six months ( )
b) one year ( )
c) two years ( )
d) More than two years ( )

7) Distribution of Maaza?

a) One time ( )
b) Two times ( )
c) Three times ( )
d) Daily ( )

8) Which fruit drink supply is good In distribution?

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

9) Is there any distributor’s communication with the retailers?

a) Yes ( )
b) No ( )

10) Why the retailer does not prefer Maaza?

a) Packaging isnotgood ( )

57
 b) Price is high ( )
c) Taste is not good ( )
d) Retailer margin ( )

11) How was the design and style of Maaza pack?

a) Very attractive ( )
b) Attractive ( )
c) Un Attractive ( )
d) Very Un Attractive ( )

12) Retailers view to increase the sales of Maaza tetra-pack.?

a) Distribution Service ( )
b) Trade schemes and Promotional offers ( )
c) More advertisement hoardings ( )
d) Change in flavour ( )

58
 BIBLIOGRAPHY

BIBLOGRAPHY

PrinciplesofMarketing PhilipKotler

MarketingResearch G.C.Berry

MarketingManagement Kotler

www.coca-colaindia.com

www.students3k.com

www.coca-cola.com

THANK YOU

59