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INTRODUCTION

1.1 INTRODUCTION

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,
Channel members 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:

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

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Marketing Management:

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

Customer Satisfaction:

The extent 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.

1.2 INDUSTRY PROFILE IN INDIA

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 in India .Soft drinks is product, which the consumer
purchases to quench his thirst, the secondary factor such as taste, hygienic conditions of
storage and social status influenced the consumers purchasing decision.

Soft Drink scenario in India:

The soft drinks market till early 1990`s was in hands of domestic players like
Campa Thums up limca etc .but with opening up of economy and the entry of MNC
players Pepsi and coca -cola, the market as come totally under their control while
worldwide coca cola is the leader in carbonated drinks market, in India it is Pepsi which

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scored over coca cola .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 out local 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 Dukes range of soft drinks brands .Pepsi has been targeting it’s products towards
youth and it has stuck right chord with the sales have been doing well by sticking to the
is youth brand wagon.

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 in USA.

Market has highest per capita consumption in the country with 50 bottles per
annum compared to 5 bottles for the country. While 75% of the PET bottle consumption
is in urban areas and the 200 ml bottles sales 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 the country.

1.3 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 the ocean, Can help the distribution in this area. The study can be
conducted on a national basic too with a large sample size and interviewing many
numbers of respondents.

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1.4 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

Promotional Activities:

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 creating awareness.

Incentives:

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

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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.

1.5 OBJECTIVE OF THE STUDY

 To know the retailers perception on maaza tetra pack.

 To know the brand image among fruit drinks.
 To know the retailers satisfaction levels towards maaza.
 To study the customer preferences and choice in various juice brands
 To identify the problems of distribution
 To analyze the sales of competitors products in various outlets

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 2. RESEARCH METHODOLOGY

2.1 RESEARCH DESIGN:

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. Primary data

2. Secondary data

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, extent of accuracy aimed etc.,

The methods commonly used for the collection of primary data are:

 Direct personal investigation, where the data is collected by the investigator from
the sources concerned.
 Indirect oral interviews, where the interview is conducted directly or indirectly
concerned with subject matter of the
 Enquiry.
 Information received through local agencies, which are appointed by the
investigator.

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  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 request for quick response with in the specified time.

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

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 of the study.

2.2 LIMITATIONS OF THE STUDY

 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 the market.
 The analysis can not be straight away used in decision making, as simple is very
small when compared to the total consumers in the market.
 The present study deals with coca-cola-brand.

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 3. COCA-COLA PROFILES

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 and bottles to retail stores and vending
machines. Such bottlers 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 service distributors.

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, and others.

The Las Vegas World of Coca-Cola museum in 2000 The first recipe Coca-Cola
was invented in Atlanta, Georgia, by John S. Pemberton, originally as a coca wine called
Pemberton's French Wine Coca in 1885. He may have been inspired by the formidable
success of European Angelo Mariani's coca wine, Vin Mariani.

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. 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 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 Atlanta
Journal.

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
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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.
But the flop of New Coke brought a recovery.

`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 severe cutback in distribution. By 1998, it was sold in only a few places in the
Midwestern U.S.

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 4. DATA ANALYSIS FINIDINGS

Table 4.1

Chart1

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 the
average.

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Table 4.2

Graph 2

Statistics:

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.

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Table 4.3

Chart 3

Statistics:

In the above table 50% of the retailers Prefer Maaza, 35 % prefer Fruity and 15 %
prefer Appy in Tetra Pack

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Table 4.4

Graph 4

Statistics:

In the above table 55% of the retailers Prefer Maaza, 30 % prefer Fruity and 5 %
prefer Slice and 10% Appy in Pet Bottles.

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Table 4.5

Graph 5

Statistics:

In the above table 85% of the retailers Prefer Maaza, 15 % prefer Slice in RGB
Bottles.

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 5. FINDINGS

 By doing this study we come to the conclusion that most of the retailers sell both

maaza tetra pack and maaza bottles.

 According to the study most of the retailers are loyal to the brands of coca-cola.

 A few retailers are not satisfied with the distribution of coca-cola.

 Some of the retailers are not satisfied with the packaging of the some coca-cola

brands. 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 of the products to improve the its market

share.

 By this study we can say that maaza holds around 30% of the market share in fruit

drink segment.

 Coca-cola should consider and formulate some strategies in order to reduce the

market share of other domestic and international water and soda brands.

Coca-cola should concentrate on distribution of the brand. According to the study the

retailers want promotional offers to promote and increase the market share of maaza tetra

pack

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 SUGGESTIONS

 The company should improve the existing sales promotion scheme and introduce

new and attractive ones.

 The company should try to concentrate on advertising and should try to increasing

the awareness among consumer build brand image through it.

 The company should improve the design, style and packaging because retailers

are looking at the physical structure of the products.

 The company should concentrate on the quality, service.

 Company should concentrate on the distribution of the product.

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

 Coca-cola should increase the banners and hoardings outside the public areas.

 The company should also introduce more new flavors

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 CONCLUSION

In the present competitive world the success of the company depends 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 outperforming 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 an

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 attractive schemes and incentives.

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 BIBLOGRAPHY

 Principles of Marketing Philip Kotler

 Marketing Research G.C.Berry

 Marketing Management Kotler

 www.coca-colaindia.com

 www.students3k.com

 www.coca-cola.com

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