PROJECT_REPORT_gill.docx

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PROJECT REPORT

A study of Consumer preferences and perception towards

the Coca cola or Pepsi in the Urbanites areas

In partial fulfillment of the requirement for theAward of degree of

Master of Business Administration (MBA)

(2010-2012)

Submitted By: Akshdeep Singh

M.B.A. Fourth Semester

Submitted to thePUNJABI UNIVERSITY (PATIALA)

Under the guidance of

Mata Gujri College

Fatehgarh Sahib (PUNJAB)


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PREFACE

A study or research done on the topic In depth Study of Information

Technology Outsourcing in India Context is very helpful to judge the todays soft drink market.The project Comparison Study between the Coke cola & Pepsi in the urbanites area &

Consumer Perception regarding Pepsi & Coke is based on the information co llected by the

survey in the city like Patiala & Sirhind.

The research methodology adopted is survey and general discussion with the related concern.

The report is made by me only but with the help and guidance and suggestion of some very

experienced and intellectual person.

Akshdeep singh


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Acknowledgement

This project was possible only because of the spontaneous guidance and generous cooperation of

many people. At the outset, we highly thankful to our Lect. Ms. Preeti Singh Kang, Departmentof Management studies, Mata Gujri College whom had been a source of inspiration to us.

Our sincere and heartfelt thanks are also due to all the respondents to our questionnaire who took

pain to exclusive spent time for us and made this project a success.

Akshdeep singh


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DECLARATION

I, Akshdeep Singh Gill hereby declare that the project report entitled CONSUMER

PREFERENCE TOWARDS THE COCA COLA & PEPSI IN THE URBANTISE AREAS ANDTHEIR PERCEPTION REGARDING PEPSI & COCA-COLA has been carried out and

submitted to the Punjabi University Akshdeep Singh Gill. Under the guidance of honorable

coordinator Ms. Preeti Singh Kang.

Place: Fatehgarh sahib

Date: ________ Akshdeep Singh Gill

ROLL NO.:-


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Certificate

It is to certify that Mr. Akshdeep Singh Gill of MBA-IV semester has done a project on

CONSUMER PREFERENCE TOWARDS THE COCA COLA & PEPSI IN THE

URBANTISE AREAS AND THEIR PERCEPTION REGARDING PEPSI & COCA-COLA

under my guidance

Date: _____ Ms. Preeti Singh Kang


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TABLE OF CONTENTSCHAPTER CONTENT PAGE NO

Preface Page 2

Acknowledgement Page 3

Declaration Page 4

Certificate Page 5

Ch-1 Introduction to the Project1.0 Introduction

Page 7-30

1.1 Introduction of Cold Drinks

1.2 Consumer perception

1.3 Brand loyalty

1.4 Advertising effectiveness

1.5 Coca-Cola History

1.6 The Pepsi Story

Ch-2 Review of Literature2.1 Review of Literature2.2 Objectives

Page 31-36

Ch-3 Need and Scope of the Study3.1 Need of the Study3.2 Scope of the Study

Page 37-38

Ch-4 RESEARCH METHODOLOGY4.1 Research Type4.2 Sampling technique4.3 Methods of Data Collection and Analysis

Page 39-42

Ch-5 Data Analysis and Interpretation Page 43-52

Ch-6 Findings, Limitations and Recommendations6.1 Findings6.2 Limitations of the Study6.3 recommendation

Page 53-57

Conclusion Page

Annexure (Questionnaire) Page

Bibliography Page


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CHAPTER: I

INTRODUCTION


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1.1 Introduction of Cold Drinks

Brands occupy a particular niche in consumer mind.

Powerful brands influence consumer so much that it becomes difficult for them to shift

their preference to other product, Coca-Cola, Pepsi, Limca, Maaza are powerful brandsin soft drinks industry. These brands enjoy high brand equity. In 2003 the Colas turned

into weapons of mass destruction as according to study of Center for Science and

Environment (CSE) reported that level of pesticides in Coke was thirty times more and

in case of its rival Pepsi it was thirty five times more than the levels stipulated by

European Economic Commission norms. In this regard two studies had been conducted

to know about firstly, the brand preference of soft drinks among urbanites in Punjab and

Secondly to know whether Ban on soft drinks had any effect on the consumer brand

loyalty. We would not be true to our deepest convictions if we did not open this feature

by suggesting that water is the very best beverage you will ever find. Water lubricates

the body and helps the system to flush away toxins. Just as we would never wash our

clothes in cold drink, so we should not attempt to wash our bodies with sugary cold

drinks and/or beverages. Americans drink more cold drink perhaps than any other

nation, and yet it has been discovered that 75% of Americans are dehydrated. Which

just goes to prove that as far as the needs of the body are concerned, cold drink just does

not do the job. It has also been shown that a lack of pure, plain water is the major cause

of daytime fatigue. So fuel up on water - and you will feel the difference. Whatever

your choices may be as far as beverages are concerned, make sure you start every day

with 2 - 4 glasses of water and than take 2 to 4 glasses between breakfast and lunch and

again between lunch and supper. This will suppress the craving for other beverages, and

for between-meal snacking, and will give a wonderful boost to your energy levels. If

you follow the above suggestion you will also not feel any need to take liquids together

with your meals and this will aid your digestive processes and greatly improve your

vitality.When beverages become a habit (and all hot drinks are habit-forming) then we

have a problem, when beverages are taken as an occasional spoil - then we have a

pleasure. So here are a few better alternatives for the occasional pleasurable occasion.


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SOFT DRINK INDUSTRY

At the core of the beverage industry is carbonated soft drink category. Soft drink is preferred to

any other beverage. Now, its presence is must in a party, in picnic, in welcoming a guess or any

gathering., the history of soft drink industry could be traced even before World War I. The

pioneer of this industry is Coca-Cola. Though there are number of soft drinks but the dominant

players in this industry are Coca-Cola and Pepsi, both US based companies. Coca-Cola was

born in 1887 and Pepsi in 1898, in India Coca-Cola was forced to close its shop in 1970s.its

rival Pepsi entered Indian market in1989. Coca-Cola had its second entry into India in 1993. To

make its stand in India market Coca-Cola paid about Rs.175 Crores to buy Thums-up, Limca

,Citra and Gold Spot brand.

Cola wars keep expanding. The pespi and Coca-Cola keep rolling out

big guns, dueling films stars, Cricketers regional celebrities and new branded products in the

forms of Vanilla Cock and Pepsi Blue The year 2003 was controversial for both Pepsi and

Coca Cola. They were accused of using pesticides in their soft drinks. In an effort to tap name

segment in order to recover from this controversy, the companies adopted aggressive

advertising against the pesticides report of CSE and also adopting aggressive pricing strategy.

The companies have slashed their prices to all time low i.e. Rs.5/- for 200 ml, Rs.8/-for 300ml,

Rs.15/-for 500ml, Rs. 30/-for 1.5 liters. And Rs.35/-for 2ltrs. Bottel.This cut throat price war

was initiated by Coca-Cola in India when it launched its 200ml bottle, pepsi India was left with

no choice and had to follow suit.

The Indian Soft drinks Industry is a 1800 crore Rupee Industry comprised of

consumers through out the country, and the multinational Coco-cola up to 1976.from 1976 to

1990, the industry only comprised of Indian manufactures, namely, Parle, Campa-Cola.

The former is 11th in the fortune 500 List and later 44th, hence their shear size has led to a

totally new marketing game in the soft drinks Industry, The coming of Coke and Pepsi into India

has meant the elimination or the take over all Indian manufactures apart from Campa-Cola.


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The Development in the Soft Drink industry in India

1977 Refusing to dilute its equity stake, Coca-Cola winds up operations in the country-ThumsUp from Parle and Campa Cola Pure Drinks launched.1986 an application for

soft drink-cum snack food joint venture by Pepsi, Voltas and Punjab Agro is

submitted to the Indian government.

1986 An application for soft drink-cum snack food joint venture by

Pepsi, Voltas and Punjab Agro are submitted to the Indian government.

1988 Final approval for the Pepsi foods Limited Project granted by the cabinet committeeon economic affairs of the Rajiv Gandhi govt

Coca-Cola south Asia Holding Inc. of the US files an application tomanufacture soft drinks concentrate in Noida (Delhi) free trade zone.

1990 Pepsi cola and 7-up launched in limited markets in North India.

The government clears the Pepsi Project again but with the brand namechanged to Lehar Pepsi, simultaneously, it also rejects the application of

Coke, Citra hits the market from the Parle stable.

1991 Britco foods files an application before FIBP to set up a new 50Crore facilities

Maharashtra.

Pepsi extends its soft drinks reach on a national scale. Product launched inDelhi and Mumbai.

Britco foods application cleared by the FIBP. Pepsi and Parle start initialnegotiations for a strategic alliance but talks break of after a while.


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1992 Pepsi launches Teem to counter Limca from Parle and Slice tocounter Maaza from. Pepsi captures about 30% market share in

about two years.

Coke files an application for a 100% owned soft drinks Company withFIBP.

Voltas pulls out of the PFL joint venture. Pepsi launches 1 liter bottle in Pepsi cola, Mirinda and Teem flavours, and

sweeps of the 100ml segment over pure drinks.

Coca-Cola buys out Parle, the major leader in the soft drink market Fountain Pepsi launched in the Northern part of India.

1993 Pepsi 250ml replaced by Pepsi 300ml. Pepsi buys out Punjab agro share of 85 and its equity increase to 100%. Fanta 300ml launched by Coca-Cola.

1995 Mirinda upgraded from 250ml to 300ml.


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1.2 CONSUMER PERCEPTION

As diverse individuals, we all tend to see the world in our own special ways. Four

people can view the same event at the same time, and will report in total honesty a story different

from all the others. For example, the classic Japanese film Rashomon tells The story of the

abduction and rape of Woodcutters Wife and the murder of her husband, First from the point of

view of the bandit, the that of the wife, then the husband and, finally, that of the bystander. Each

story varied because each participant perceived the events that occurred in a different way. Hard

to believe? Not really for each individual, reality is a totally personal phenomenon, based on that

persons needs, wants, values, and personal experiences.

Reality to an individual is merely that individuals perception of what is out there- of

what has taken place. Individuals acts and react on the basis of their perceptions, not on the basis

of objective reality. Thus, to the marketer, consumers perceptions are much more important than

their knowledge of the objective reality For if one thinks about it, its not what actually is so, but

what consumers think is so. That effects their actions, their buying hobbits, their leisure hobbits,

and so forth. And ,because individuals make decisions and take action based on what they

perceive to be reality, it is important that marketers understands the whole nation of perception

and its related concepts, so they more readily determine what factors influence consumers to buy.

Consumer is the focus of all marketing activity .It is now widely recognized that the study

consumer is useful testing ground for theories and methods of various types. Consumer behavior

is defined as the acts of individuals directly involved in obtaining and using consumer goods and

services, including the decision process that precedes and determines these acts. So, it is a

behavior that consumers display in searching for purchasing , evaluating and indisposing of

products services and ideas which they

expects will satisfied their needs, purchase forms only one part of this process. Many

psychological and environmental factors from the part of the process and need to be understood

by a marketing man to develop good marketing strategy. Behavior is not totally random or

beyond understanding. Tastes change and sometimes rapidly but their are principles which


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explain those changes. It is a dynamic area the essence of which is crucial to decisions made by

business management, public agencies, non profit organizations, and publicly elected official.

Individual factors (such as motivation attitude, perception, learning and personality) are

important influences and they always shape the nature of the decision and behavior of the

consumer. They are internal to an individual and explain why the consumer acts as he is acting,

why he consumers in a particular way than other.

The process of giving meaning to the stimuli is referred to as perception.

Perception can be defined as the process by which the individual receives stimuli and gives them

meaning based on previous learning, memories, expectations, beliefs, attitude and his

personality. Thus perception deals with the manner in which and individual relates himself to the

external environment.

To provide satisfaction in market place, marketer has to understand how marketing

activities are perceived by consumers. Consumers perceive products in term of:-

1) Brand image2) Product price, and3) Perceived risk.

Consumers always try to minimize risk by making decision based on analyses of

situations. Consumers reaction to product. Advertising and selling environment are shaped

by factors of perception. Similarly consumers perceptual process screens out impertinent

and irrelevant information. Perceptions may vary in their stability overtime. Although

relatively little is known about this beyond the findings that perceptions of frequently

purchased products are more stable than perceptions of infrequently purchased products.

Having an unstable perception means that the consumer perceives that product differently

from time to time. The issue of perceptual stability is important for product positioning and

segmentation strategies.


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1.3 BRAND LOYALTY

Most marketing efforts are aimed at development a group of people who will

repeatedly purchase and even search for a particular brand. Consumers learn from their

purchase experiences and will not purchase unsatisfactory product again if there are

alternatives which would precede satisfaction. Advertising and product development costs

are too high to warrant aiming only for one-shot use by consumers. Many gimmicks and even

hoaxes can be used to persuade consumers to purchase something ones by every time.

Brand loyalty is one type repeat purchase A person who always buys and uses a certain

brand of toothpaste and who would go to a different store if one store was out of that brand is

highly brand loyal. A person, who prefers and usually buys one brand of apple juice but will

occasionally purchase another brand when the preferred brand is not in stock, is some what

brand loyal. Thus consumers differ in their brand loyalty for any particular product.

The definition is expressed by a set of six necessary and collectively sufficient

conditions. These are that brand loyalty is:-

1)

The biased (non-random)

2) The behavioral response (i.e. purchase)

3) Expressed over time

4) By some decision making unit

5) With respect to one or more alternative brand out of a set of such brand and

6) Is a function of psychological (decision making, evaluation) processes.


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1.4 ADVERTISING EFFECTIVENESS

The advertisers keen interest in measuring advertisement effectiveness seems logical;

but many have raised doubts about its validity. They argue that, for the most part, advertising

is an art not a science, the effectiveness of which cannot be measured with a mathematical or

empirical formula. They further argue that any attempt at testing artistry will only stifle its

creativeness. Testing for the effectiveness of advertisement will lead to conformity; and it

will be deficient in creativeness. Some ad people feel a test of their work is unnecessary

interference in what they do. But the purpose employing creative art in advertising is to

communicate effectively and, at the same time, influence the buying decision of the

consumers. If the purpose is not served, however high the creativity and artistry content may

be, advertising cannot have much value.

The other view point is that advertising is only one part of the marketing mix. It alone

cannot sell the product. There are many other factors product quality, price, packaging,

product characteristics, and easy availability etc. Which contribute to the sale of product.

Therefore, it is rather difficult to establish a direct link between an advertisement and its

effect on the sale of product.

Whatever the reasons against testing advertising effectiveness, two things are certain

one, that advertising has become potent tool for increasing sales, and, second, that large sum

of money are spent on it. Since each advertisement is a costly affair, the object is tominimize the possibility of costly mistakes in terms of poor advertisements, which not only

cost money to a firm but which result in lost opportunities for pushing and selling extra

quantities of the product, or in the loss of market to the competitor.

Advertisement testing may be done either before or after the Ad has run in the

media. The first one is referred to as protesting, and the other one referred to as post-testing.

However, the basic purpose of testing advertisement effectiveness is to avoid costly mistakes,

to predict the relative strength of alternative advertising strategies, and to increase their

efficiency

Testing costs normally more money to the advertiser; but the amount spent on it will

save him from making costly mistakes. Feedback is always useful, even if it means some

extra expenditure for advertiser. This feedback process in advertising is known as advertising

research. Through such research, one tries to find an answer Polo how and why advertising


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succeeds or fails. Without feedback, an advertiser is like a hunter with an expenses high-

powered rifle who fires madly at a moving target in the darkness of the night and then moves

on complacently without bothering to find out whether he has actually hit the target. A

research approach to advertising is necessary if it is to become increasingly effective.

Advertisement testing

In advertisement testing, the researcher is concerned with the measurement of

advertisement effectiveness. Now the question that arises is : What constitutes effectiveness?

In other words which variable is to counted or measured which will indicate the degree of

advertising effectiveness? Effectiveness, therefore, should be measured in terms of a

dependent variable, as weight is measured in kilograms or height is measured in centimeters.

The ultimate criterion of ad effectiveness is, of course, increased sales, but sale is an

ultimate action, and a result of either change in consumer awareness, his knowledge of

product, or a change in his attitude, or the development of certain motivating factors.

Favorable consumer responses behavioral, physiological or verbal are employed as

measurements of advertisement effectiveness. For example, a person, after being exposed to

an advertisement, visits a local dealer, or discusses the product with his friend, or borrows it

from his friend for trail, or buys the product. these are examples of behavioral responses. The

physiological responses are: a change in the heart beat, sweating the movement of the

eyeballs etc. A verbal response is the answer given to a question, written or spoken.

Time of testing advertisement

An advertisement should be put to test before it is run so that any corrective step, if

required, may be taken at the right time. Most ideally, testing should be carried out at an

appropriate stage in the advertising process. For example, the effectiveness of an ad appeal or

theme should tested before preparing an advertisement. Similarly, the effectiveness of

alternative means of presentation should be put to a test before the final selection of themedia. However, this may not be feasible or advisable. Advertisement testing before it is run

may provide indications of what will happen during and after its running. This is known as

pre-testing. Testing after an advertisement has run to measure its effectiveness is called is

post-testing. There is also concurrent testing, which refers to testing during the running of an

advertisement.


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1.5 Coca-Cola History

Coca-cola was invented by a Dr. John Stitch Pemberton in 1886. It was the doctors second drink

with coca leaves and the kola nut as a basis. The doctors first coca leaf drink, Pemberton's

French Wine Coca, was actually an imitation of Vin Mariani, a coca-wine drink invented by

Angelo Mariani in 1883. Although there were several immitators of the French Coca-Wine,

Pemberton's formula was superior. He was actually quoted saying "I believe that I am now

producing a better preparation than that of Mariani."

Pemberton was not very good health, not to mention he was a morphine adict. So in 1887 he

begins to sell parts of the company off. On July 8th he sold a third of the company to Willis

Venable and another third to George Lowndes. Neither man had the time to market, make or sell

Coke so they sold their portion of the company to Woolfolk Walker and his younger sister

Margaret Dozier. Dozier owned two-ninths and Walker four-ninths of the formula rights. Now

here is where it gets interesting. Venable somehow disposed of his portion of Coca-cola twice.

During some time in 1887, he gave his share of Coca-cola to Joseph Jacobs, owner of Jacobs'

Pharmacy. In early October 1887 Pemberton ran a blind ad looking for additional investors.

WANTED: AN acceptable party with $2,000.00 to purchase one-half interest in a

very profitable and well-established manufacturing business, absolutely no risk,and guaranteed a 50 per cent profit on investment, with possibilities of much large

profits and rare opportunity to right party.

He was able to get three investors with this ad. He took $2,000 from each of them. Their names

were J.C. Mayfield, A.O. Murphey and E.H. Blood worth. In late December the three new

partners moved to Atlanta, ready to produce all of Pemberton's wonderful

medicines.

At this point the formula of Coca-cola was officially owned by Pemberton,

Walker and Dozier, but several others had interest in it. Enter Asia Candler, an

ambitious Atlanta druggist. Candler some how acquired control of the company

later in the month of December although he probably didn't own any part of the

company until 1888. He acquired the drink in return for debts owed him by certain "gentlemen."
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Things got a little sticky for a while with Charley Pemberton (John's son) claiming his right to

the drink. This kicked off two coke clones by the names of: Yum Yum and Coke.

Pemberton grew even more ill, but continued with his work. He was developing a new drink, a

modified cola with celery extract. The drink was never finished. Pemberton died on August 16,

1888. Candler serveda as a pallbearer at Pemberton's funeral and spoke very highly of him. In

later years he was quoted saying "Why, I suppose Dr. Pemberton felt I was one of his best

friends in town."

Exactly two weeks after Pemberton died Candler bought the remaining interest of Walker and

Dozier for $1,000. With the exception of the Walker, Candler & Company ownership, Asia

Candler had legal rights to Coca-Cola. He was calling himself the drink's sole proprietor by May

1, 1889. By the turn of the century Candler would become one of the wealthiest men in Atlanta

and Coca-Cola would become the most popular soft drink in America.

History in India

With bottled water so widely available, you may have no need of soft drinks (known as cold

drinks in India). These have long been surprisingly controversial in India. Coca Cola and Pepsi

returned to India in the early nineties after being banned from the country for seventeen years.

That policy was originally instigated, in part, to prevent the expatriation of profits by foreign

companies; since their return, militant Hindu groups such as the RSS have threatened to make

them the focus of a boycott campaign against multinational consumer goods. The absence of

Coca Cola and Pepsi spawned a host of Indian colas such as Campa Cola (innocuous), Thums

Up (not unpalatable), Gold Spot (fizzy orange), and Limca (rumoured to have dubious

connections to Italian companies, and to contain additives banned there). All contain a lot ofsugar but little else: adverts for Indian soft drinks have been known to boast "Absolutely no

natural ingredients!" None will quench your thirst for long.


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Coca-Cola in IndiaIntroduction

After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India

was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's topsoft-drink brands and bottling network. Coca-Cola India has made significant investments to

build and continually improve its business in India, including new production facilities,

wastewater treatment plants, distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India

Coca-Cola is one of the country's top international investors

In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations

Coca-Cola business system directly employs approximately 6,000 local people in India

In India, we indirectly create employment for more than 125,000 people in related

industries through our vast procurement, supply and distribution system

Virtually all the goods and services required to produce and market Coca-Cola locally are

made in India

The Coca-Cola system in India comprises 27 wholly-owned company-owned bottling

operations and another 17 franchisee-owned bottling operations

A network of29 contract-packers also manufactures a range of products for the Company

The complexity of the Indian market is reflected in the distribution fleet, which includes 10-

tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian

cities, and trademarked tricycles and pushcarts


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Various Brands of coca-cola in India

Coca-cola

The world's favorite drink. The world's most valuable brand. The most

recognizable word across the world after OK.

Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it

is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic

beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its

departure. Coca-Cola made its return to the country in 1993 and made significant investments to

ensure that the beverage is available to more and more people, even in the remote and

inaccessible parts of the nation.

Thums up

Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India.

Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine

attitude. This brand clearly seeks to separate the men from the boys.

Limca

Lime n' lemoni Limca , the drink that can cast a tangy refreshing spell on

anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of

millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and Limca continues to be

the leading flavor soft drink in the country with a market share of12%.
http://www.coca-colaindia.com/brands/brands_limca.htmlhttp://www.coca-colaindia.com/brands/brands_thums_up.htmlhttp://www.coca-colaindia.com/brands/brands_coca_cola.htmlhttp://www.coca-colaindia.com/brands/brands_limca.htmlhttp://www.coca-colaindia.com/brands/brands_thums_up.htmlhttp://www.coca-colaindia.com/brands/brands_coca_cola.htmlhttp://www.coca-colaindia.com/brands/brands_limca.htmlhttp://www.coca-colaindia.com/brands/brands_thums_up.htmlhttp://www.coca-colaindia.com/brands/brands_coca_cola.html


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Fanta

Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is

seen as one of the favorite drinks since 1940's. Fanta entered the Indian

market in the year 1993.

Over the years Fanta has occupied a strong market place and is identified as "The Fun

Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling

bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in

the moment. This positive imagery is associated with happy, cheerful and special times with

friends.

Sprite

Worldwide Sprite is ranked as the No. 4 soft drink and is sold in more than190 countries.

In India, Sprite was launched in year 1999 and today it has grown to be one of the fastest

growing soft drinks, leading the Clear lime category. In 4 years, it has managed to capture a

market share 5.4%.

Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has

stood for a straightforward and honest attitude. Its clear crisp refreshing taste encourages the

today's youth to trust their instincts, influences them to be true to who they are and to obey their

thirst.
http://www.coca-colaindia.com/brands/brands_sprite.htmlhttp://www.coca-colaindia.com/brands/brands_fanta.htmlhttp://www.coca-colaindia.com/brands/brands_sprite.htmlhttp://www.coca-colaindia.com/brands/brands_fanta.html


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Maaza

Maaza was launched in 1976. Here was a drink that offered the same real

taste of fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink

category.

Over the years, brand Maaza has become synonymous with Mango. This has been the result of

such successful campaigns like "Taaza Mango, Maaza Mango" and "Botal mein Aam, Maaza

hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real

experience of fruit. The current advertising of Maaza positions it as an enabler of fun friendship

moments between moms and kids as moms trust the brand and the kids love its taste. The

campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to

the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"

Diet coke

Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in

diet-conscious America. Known as Diet Coke in the U.S., Canada, Australia

and Great Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the

world. It's the drink for people who want no calories, but plenty of taste. Ad campaigns around

the world for Diet Coke share a playful, sophisticated and sexy attitude.
http://www.coca-colaindia.com/brands/brands_diet_coke.htmlhttp://www.coca-colaindia.com/brands/brands_maaza.htmlhttp://www.coca-colaindia.com/brands/brands_diet_coke.htmlhttp://www.coca-colaindia.com/brands/brands_maaza.html


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1.6 THE PEPSI STORY

Caleb Bradhum, a north Caroline pharmacist, structed Pepsi Cola in the 1890s as a cure

of dyspepsia. In 1902, Bradham applied for a trade mark, issued ninety seven share of stockand began selling Pepsi syrup in earnest. From the beginning Bradham understood that

marketing would be the key to Pepsi Colas prosperity in his first year of business he spent

$1900 on advertising a huge sum when you consider that he sold only 8000 gallons of syrup.

Bradhams advertisement worked in 1905 he built Pepsis first bottling plant. Soon he

needed three more. By 1907 he was selling 10000 gallons a year; two years later, he hired a

New York advertising agency. After passing through many trouble for some period now

Pepsi is a market leader in international arena and is available in 187 nations throughout the

world in 18 flavors having its Head office in New York, united States. Pepsi has 13 bottlers

with 26 plants in India.

Through this compared with 60 plus plants of Coke is quiet less, yet the market share of

Pepsi has increased quiet significantly. Pepsi had almost penetrated all over India.

Pepsi started its commercial production in 1990 with two plants, one at chhanno

(Sangrur) and other at Jahura (distt. Hoshiarpur) Pepsi drinks which was introduced six year

back, has now become the hold name throughout the country.

Voltas who were the equity partner in Indian venture of Pepsi were bottling and

marketing Pepsi products in the western region. These two partners separated and Voltas has

withdrawn his stake out of Pepsi.

Its marketing efforts in the first three years was so successful, that Pepsi has taken major

market share of Parle and Parle had to face hard times. It was also finding it through to take

on Dukes a small Mumbai based manufacturer of lemon and mango drinks. After the arrival

of Coke sudden change in soft drinks scenario was seen and coke acquired Parle and Pepsi

acquired duke.


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Pepsi History

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion

and over 143,000 employees. The company consists of the snack business of Frito-Lay North

America and the beverage and food businesses of PepsiCo Beverages and Foods, which includes

PepsiCo Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North

America) and Quaker Foods North America. PepsiCo International includes the snack businesses

of Frito-Lay International and beverage businesses of PepsiCo Beverages International. PepsiCo

brands are available in nearly 200 countries and territories.

Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young.

PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was

acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in

2001.

PepsiCos success is the result of superior products, high standards of performance, distinctive

competitive strategies and the high integrity of our people.

Our mission is to be the world's premier consumer products company focused on convenient

foods and beverages. We seek to produce healthy financial rewards to investors as we provide

opportunities for growth and enrichment to our employees, our business partners and the

communities in which we operate. And in everything we do, we strive for honesty, fairness and

integrity.


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Various brands of Pepsi in India

Pepsi Mirinda orange Slice 7 Up

Mountain Dew Mirinda lemon Diet Pepsi

Tropicana.


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Residues of toxic pesticides in 12 soft drink brands: CSE

NEW DELHI AUG. 5. The Center for Science and Environment (CSE) today announced that 12

soft drink brands collected for testing from in and around Delhi contained residues of four

extremely toxic pesticides and insecticides lindane, DDT, malathion and chlorpyrifos. The

multinational companies Coca-Cola and PepsiCo immediately challenged the report and

indicated that they might consider legal action.

Presenting the findings at a press conference here today, the Director, CSE, Sunita Narain, said

that in all the samples, the levels of pesticide residues far exceeded the maximum residue limit

for pesticides in water used as "food'' as set down by the European Economic Commission

(EEC).

The tested soft drinks include Pepsi, Coca-Cola, Mountain Dew, Diet Pepsi, Mirinda Orange,

Mirinda Lemon, Blue Pepsi, 7Up, Fanta, Limca, Sprite and Thums Up.

Ms. Narain said that according to the findings, Coca-Cola and Pepsi had almost similar

concentration of pesticide residues. While contaminants in Pepsi were 37 times higher than the

EEC limit, Coca-Cola overstepped the norm having 45 times the prescribed limit of pesticide

contamination.

Faring the worst in the "health test'', according to her, was Mirinda Lemon followed by Coca-

Cola, Pepsi, Fanta, Mirinda Orange, 7Up, Mountain Dew, Limca, Thums Up and Sprite. It was

also found that pesticides in soft drinks were similar to bottled water, which the CSE had tested

earlier this year.

Releasing the report, Ms. Narain said: "The inference drawn from the tests is that groundwater

used for making soft drinks is infested with pesticides. Another interesting find was the fact that

the same brands found and tested abroad did not contain these pesticides.''

``Why these companies are never booked in India is simply because one cannot take them to

court since the norms that regulate manufacture of cold (soft) drinks here are not well defined.

The `food' sector is virtually unregulated,'' she said.


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Reacting to the CSE report, both the multinational companies Coca-Cola and Pepsi

described it as "unreliable'' and indicated that they might resort to legal action.

The chairman of PepsiCo, Rajiv Bakshi, said, "Our company is well within the limits of the

pesticide residue norms set by the European Union for water used in products within public

domain. We conform to all norms and are open to all testing by an internationally-accredited

independent laboratory and by experienced people.''

The chief executive officer of Coke, Sanjiv Gupta, said, "Our product is world class and is the

same we sell in Europe and the U.S. These are tested by top grade labs like Vimta in Hyderabad

and TNO in the Netherlands.'' Claiming that this was a "bigger'' controversy than the previous

drinking water report, Mr. Gupta said his company had not moved the court previously because

it thought "the controversy did not directly threaten the reputation of the company''.

February 5, 2004

JPC report sets a "reform agenda" for environmental and public health action in India, says CSE

Welcomes the report wholeheartedly Says its recommendations have far-reaching consequences for public health and food

safety regulations in India

New Delhi, February 5, 2004: Center for Science and Environment (CSE), the New Delhi-based

NGO whose August 2003 study exposed the presence of deadly pesticide residues in popular soft

drink brands, has welcomed the report of the Joint Parliamentary Committee (JPC) released

yesterday. In a press briefing held today, Sunita Narain, director, CSE, said: "The report provides

a reform agenda on food safety and water security in India."


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The JPC had been set up following the CSE study to examine the issue of pesticide residues in,

and safety standards for, soft drinks, fruit juices and other beverages. It was the first-ever JPC to

have been convened on public health in post-Independence India.

CSE has always maintained that the issue of pesticides in soft drinks -- or bottled water, for that

matter -- is about public health: about food safety and water security and the necessity of

overhauling the nations outdated regulatory framework in both these areas. In its depositions to

the JPC, CSE has repeatedly argued for the implementation of stringent regulations and norms

on this sector in the larger interest of public health. It had also expressed to the Committee the

urgent need for setting legally enforceable drinking water standards in India, and for bringing

about fundamental reforms in pesticide regulations in the country. Indeed, the Committee has,

through its report, transformed the mere question of pesticide residues into a matter of effectivegovernance.

Besides welcoming the Committees vindication of its study on the presence of pesticide

residues in soft drinks, CSE praises the Committees recommendations in other areas. The

Committee has suggested that the water used in manufacturing soft drinks should be in

conformity with the recently notified new packaged drinking water norms. CSE also welcomes

the Committees recommendation on food standards, which says that India should formulate its

own food standards which are based on scientific criteria, protect the interest and health of its

people, and are in tandem with the global best.

Further, the JPC has said that stringent final product standards for carbonated beverages, which

are best suited to Indian conditions, need to be fixed within the overall perspective of public

health. The Committee has opined that it is "prudent to seek complete freedom from pesticide

residues in sweetened aerated water". It also says that standards notified under the draft

notification for pesticide residues should not be made applicable to fruit juices and other

beverages.


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The issue of caffeine content in soft drinks has also been highlighted. The JPC suggests that soft

drink companies should introduce non-caffeinated versions of their products in the Indian

market. In line with global best practices on caffeine regulations, labeling of caffeinated

beverages sold in India should be undertaken, opines the report.

The JPC has looked at length at another key issue: water. It has recommended pricing and

regulation of groundwater, particularly when it is used for commercial purposes, be given serious

attention by the ministry of water resources. Water, according to the JPC, should be included in

the definition of Food in the PFA and "legally enforceable" standards should be formulated for

drinking water to ensure that the general public gets clean and safe drinking water from taps.

In addition, the JPC has clearly taken umbrage at the state of pesticide regulation in the country.

It desires proper and complete enforcement of standards, and has recommended fundamental

changes in the way pesticides are registered for use in the country. In effect, the report has

demanded that pesticide policy in India be thoroughly revamped.

The JPC report has adopted a tough line with regard to the promotional blitzkrieg adopted by the

Cola giants. It says that claims made by the Cola companies in their recent advertisements are

tantamount to "misleading the public", and that such "misinformation" should not be allowed in

future.

The report provides the roadmap for regulatory reform in the country. Most of all, it endorses

that commitment to public health be central to public policy in future. CSE believes that this

report will provide the necessary impetus for civil society to demand change and insist on the

implementation of the recommendations.


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Cola cos defend their products

New Delhi, Feb. 4

REPRESENTATIVES of both soft drink companies continued to defend the `safety' of their

products. Said Mr. Sunil Gupta, Vice-President, Coca-Cola India, "Our products manufactured in

India are world-class and safe. We follow one quality system across the world. Our products

already meet the science-based norms recommended by the JPC and all our consumers can have

full confidence in the safety of our products. We look forward to the Government finalising the

science-based India norms."

A PepsiCo statement stated that the company was reviewing the JPC report. "We share the

Government's interest in protecting the health of Indian consumers, which is why we have

always produced beverages that are absolutely safe and made according to the same high quality

standards we use around the world.

"We are confident that continued collaboration between the Government, industry and scientific

community can be ensured by establishing scientific health-based safety standards that are

consistent with internationally accepted norms."


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Chapter: IIReview of literature &

Objectives


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2.1 REVIEW OF LITERATURE

Habib, Wahidul .and Islam, Nazrul This paper aims at exploring the factors used in selecting

soft drinks by the Bangladeshi consumers. It also includes the comparison of the factors

concerned between carbonated and non-carbonated soft drinks. A survey was conducted among

the four types of soft drink consumers such as college students, university students, office-goers,

and passers-by or visitors. A total of 467 respondents were interviewed from the four groups of

drinkers. In analyzing data, both descriptive and inferential statistics were used. To identify the

factors related to the selection of the soft drinks, factor analysis was conducted. T-tests were

conducted for differentiating the selection-related factors between carbonated and non-

carbonated soft drinks. Results show that the factors affecting the selection of soft drinks in

Bangladesh are price, brand image, flavor, color, and advertisements. The reasons could be

attributed to the income level of the consumers or their parents and the advertisement campaign

of the sellers. Results also show that there are significant differences between the factors related

to carbonated and non-carbonated soft drinks in Bangladesh. These differences are depicted in

taste, digestive and sweetness of the soft drinks.

Ladda, Pushkar The Companies have to continuously compete with their competitors to get

good, market share and good profits. To face their competitors they have to know their position

and the competitor's position in the market. For this, the company's will compare itself with their

competitor that

means they will do the comparative analysis in all aspects. Item by Item comparison of two or

more comparable alternatives, processes, products, qualification, set of data and systems etc. in

accounting for, for example changes in a financial statements items over several accounting

period maybe presented together to detect the emerging trends in the firms operation and

results.

From this we can understand that Comparative analysis means the comparison between the

similar things (products, place, technologies, living beings and etc.) regarding the features,

nature, functions , behavior, SWOT, and many other characters is called comparative analysis. In

this comparative analysis the researcher will take any two or more similar products (that means

the functioning of the products are almost same) and compare the common and the similar

features of the products to find out that which product is the best one. In comparative analysis the


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Company will compare itself with the company which is in the top position in that industry or

which is top in the position in that particular area or region; from this they can understand their

position in that industry. It will be very useful know what is the strength and weakness of the

Company and the company will try rectify the problems in order to increase their performance to

reach and to beat out that other company with whom they are comparing their company.

Objectives.

1.To study the products of PepsiCo and Coca-Cola.

2.To study the distribution services provided by the Company.

3.To know the different schemes of the PepsiCo and Coca- Cola.

4.To study the customer demand for products of company

5.To investigate the problems of retailers and customers with regards to products of company.

Importance.

1.This study helps the company to know the problems of retailers.

2.This study also helps the distributors to know the satisfaction of the retailers about the

distribution services.

Scope and Limitations

Scope

1.This study helps the Company for analyzing the demand of their products.

2.This study helps the retailers to know the different kinds of products of PepsiCo and Coca-

Cola.

3.This study helps the distributors to know the problems of retailers.


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Limitations.

1.The survey is done only on branded beverage products.

2.The survey is restricted to Solapur city only.

3.The project is done on the products available in Solapur city.

4.This study is carried out for two months.

Research Methodology

Sample size

Sample size taken for Retailer is 50.

Sampling method

This includes all the method used for making different samples for the purpose of study.

FINDINGS AND OBSERVATIONS.

1.It is observed that retailers prefer more both the brands the percentages of preference of both

brand is 46%.

2.It is observed that many retailers are maintaining the all products of PepsiCo.

3.It is observed that more retailers are maintaining 1 to 5 carets of PepsiCo.

4.It is observed that 61% retailers are maintaining the all products of Coca-Cola.

5.It is observed that many retailers are maintaining 1 to 5 carets of Coca-Cola.

6.It is observed that many retailers are maintaining the products of PepsiCo because of

Consumer demands.


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7.It is observed that more than retailers are maintaining the products of Coca-Cola because of

Consumer demands.

8.It is observed that more retailers are prefering 200ml bottles of Soft drink.

9.It is observed that the many Consumers demand for the Pepsi, 7up and Mirinda Products of

PepsiCo.

10.It is observed that the many Consumers demand for the Thumps-up, Sprit and Fanta products

of Coca-Cola.


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2.2 OBJECTIVES

To measure consumer preference in different existing brands.

To know the consumer perception regarding pesticides controversy

To know the preference of urbanized people about their favorite brands.

To know which attributes that compel them to buy what kind of soft drinks.

To know the advertisement effect on purchasing of soft drinks.


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CHAPTER: III

NEED AND SCOPE OF

STUDY


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3.1 Need of study

In the present scenario the competitions between the soft drinks increased very high.

The companies are struggling a lot to keep up their market share in the industry and to

improve the sales of their products i.e. the turnover of the company. For this the company

has to know their position in the market and the opinion and the loyalty of the customers

and the retailers when compared to their competitor. Because of this reason the

comparative analysis is very important and useful to the Company. By the use of

comparative analysis the companies can understand the position of the company and the

strength of the company in the market.

From the study we can gather the information regarding the opinion of the retailers on the

companies comparatively and this will help to plans for the future to increase the

performance of the company and to gain the loyalty of the retailers when compared to the

competitors. Through this study the investigator got the personal experience in the market

field. He can implement his theoretical knowledge in to practice. He can knowhow the

companies are competing with each other to sustain in the market in this tough

competitive world. Hence I felt that there is a need for the study. However, this type of

study has not been carried out earlier by any investigator

3.2 Scope of study

The scope of study limited to Patiala and Sirhind city.


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CHAPTER: IV

RESEARCH

METHODOLOGY


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RESEARCH METHODOLOGY

The systematic design, collection, analysis and reporting of data relevant to a specific marketing

situation facing an organization.

Market research engaged in a wide variety of activities ranging from market

Potential studies, to assessments of customer satisfaction for the investments.

4.1 TYPE OF RESEARCH

- Exploratory ResearchMarketing research together preliminary information that will help defines problems and

suggestion hypotheses.

- Descriptive ResearchMarketing research to describe the marketing problems, situations, market and also the

market potential for a product or the demographics and attitude of a consumer.

RESEARCH APPORACH

Following are the main approaches for conducting research work.

1. Use of Published Marketing InformationIt means that information must be collected from published information from company,

other resources such as library research.

2. Analysis of Research RecordUseful to find and analysis the sales record figure. Thus sales records become an

important part of research approach.


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3. Survey ApproachSurvey Approach is the best method for getting descriptive information. In order to

collect data with regard to people knowledge, attitude, preference, investment behavior

the survey approach a questionnaire is prepared. The questionnaire may be structured.

4.2 SAMPLING TECHNIQUE

A sample is composed of some fractions or part of the number of elements of units in a defined

population sampling, therefore, may be defined as the selection of some part of aggregate or

totally on the basis of which a judgment about the aggregate of totality is made.

4.3 TECHNIQUES USED FOR DATA COLLECTION

Data collection is the foundation of statistical analysis and interpretation. The first step in

statistical work is to obtain data, which can obtain from two important sources.

(1)Primary Sources(2)Secondary Sources

(1)PRIMARY SOURCE

A. Survey1. Personal interview by questionnaire

(2)SECONDARY SOURCESA. Internal SourceB. External Source

1. Commercial Source2. Miscellaneous Source


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TOOL OF RESARCH USED

1. Percentage Method

Here is the methods various percentages are identify in the analysis and they are

identify in the analysis and they are presented by way of bar diagram and pie

charts in order to have better clarity.

2. Pie ChartIt used for presentation of data. The circle represents the universe and the sector

represents the share or contribution of different attribute.

3. Bar ChartBar diagram is the most common type of diagrams used in practice work a thick line whose

width is shown merely for attention. Here When the number of observation is large lines are

drawn instead of bar to economy space.


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CHAPTER: V

DATA ANALYSIS AND

INTERPRETATION


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Q.1which is your Favorite brand?

INTERPRETATAION:

33% People like the Coke.

29% People like the Pepsi.

28% People like the both.

Coke33%

Pepsi29%

Both28%

Any other10%

Favorite cola brand

Coke

Pepsi

Both

Any other


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Q. Can you give me some information regarding your cola drink consumption?

INTERPRETATAION:

45% People says we are use the regularly, 35% People says we are use the Occasionally and

20% People says we are use the Rarely.

Regularly45%

Occasionally35%

Rarely20%

Information regarding your cold drink Consumption.

Regularly Occasionally Rarely


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Q. Do you think that media has played a Major role in reducing the demand

of Coke & Pepsi in use of Pesticides controversy?

INTERPRETATAION:

58% People says Media has played the major role reducing the demand of cold drinks after

controversy, 31% People says Media has played the major role reducing the demand of cold

drinks after controversy And Only 11% says we are Cant about this problem.

Yes58%

No31%

Can't say11%

Media has played a major role in reducing the demand ofCold drinks after controversy?

Yes No Can't say


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Q. Does advertisement affect your purchasing behavior?

INTERPRETATAION:

55% People says Advertisement affects on our Buying behaviour, 30% People says any no

effect advertisement on our buying behaviour and 15% People give me any no response.

Yes

55%No30%

Can't say15%

Advertisement affect on your purchasing behaviour.

Yes No Can't say


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Q. Do you think that whatever is shown in the Advertisement is always

right?

INTERPRETATAION:

23% People says Advertisement is always right, 65% People says no advertisement is not

always right and12% People any no response.

Yes23%

No65%

Can't say12%

Advertisement is always right or not.

Yes No Can't say


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Q. Do you heard about advertising committee?

INTERPRETATAION:

22% People says I hear about the advertisement committee, 58% People I do not heard about

advertisement committee and 20 % People no response.

Yes

22%

No58%

Can't say20%

Do you heard about Advertising committee?

Yes

No

Can't say


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Q. Are you aware about some controversy regarding cola drink?

INTERPRETATAION:

72% People aware about the Controversy problem, 25% People do not aware about the

Controversy problem and 3 % People no response.

yes72%

no25%

can't say3%

controversy problem

yes

no

can't say


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Q. Which attribute are more important for you in buying?

INTERPRETATAION:

57% said Taste were the major factor that helped them in making the choice

24% said availability were the major attributes that helped them in making the choice.

10% started quantity as the factors on the basis of which they make the choice.

A low 3% said that Price were the attributes that helped them in making the choice..

Only 6% go for others.

57

24

103 60

1020

30

40

50

60

Responsein%

Attributes

Which attribute more important in ur buying

behaviour

Series1


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Q: Have you shifted to other beverages during this controversy?

INTERPRETATAION:

69% People ready for transfer to during the controversy problem, on the 23% People any no

effect to this problem and 8% people are Neutral.

Yes69%

No23%

Nuteral8%

SHIFTING OF CONSUMERS TO OTHER DRINKS

DURING THE CONTROVERSY

Yes

No

Nuteral


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CHAPTER: VI

FINDINGS AND

SUGGESTIONS


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6.1 FINDINGS

Survey shows that teenager and young people are consuming more cola drinks thanelders, as elders are health conscious. They dont drink cola.

Survey show that pesticide controversy is a temporary situation. People lost theirconfidence in soft drink companies only during that time.

Survey show that 72% persons are aware about the cola controversy. Most of people drink cola to quench their thirst and when they accompanied with friends. Coke is the number one cola drinks company. This is because coke has a wider range of

cold drinks; it has recently introduced coke with vanilla taste.

45% of respondent regularly consumption of cola drinks and 35% use the occasionallyand 20% respondent consume the rarely.

Everyone in the sample size was aware about the cola controversy through electronic andprint media.

Many respondents say that they had shifted toward other beverages during thiscontroversy.

Most of respondents are satisfied with cola manufactures regards about pesticidecontroversy as they survey shows that cola controversy was a temporary situation. At the

controversy time cold sale was decreasing but now the situation has gradually changed.

The study shows that there is a heavy market in Punjab for Coca Cola Co. As comparedto Pepsi and others. But Coca Cola Co. mainly target at the youth market, which coverts

mainly 1/5thof countrys population. They should split their marketing approaches to

the population of other age groups also as their target markets.


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6.2 Suggestion

Soft drink companies should follow various norms and conditions that are setupby the World Health Organization and other regulatory agencies.

Company should comply with the standards followed by their associatedcompanies in the developed world.

Company should create an image of being sensitive to the health concerns ofpeople through newspapers and electronic media. This can be done by sharing

research which establishes that cola drinks being offered are safe.

Our Research indicated that the majority of soft drinks consumers prefer colaflavor. But they did not perfect it all the time. Many other consumers were non

cola consumers, so, Companies should create alternatives to the traditional soft

drinks.

It is suggested that they should follow same key factors for their competitivesuccess like innovative improvements in the production such key factors.

Most of the respondents prefer to have 200 ml and 300 ml bottles, when theyconsume individually in situations like outing, for uses etc. but they have prefer

to economical packs of 1.5 ltr to 2.00 ltr in groups, gathering and other

ceremonies etc.


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6.3 Conclusion

The project was a great experience for me in order to study the marketing aspects in the

world. It was a great opportunity for me to do the project work in the end of the course

because till now we learned the theory regarding the marketing and

the marketing related concepts, but now we got the chance to implement thattheoretical k

nowledge to do the project and got the practical experience in the marketing field.

Through this study I learned a lot that how to approach a customer or any other people

and how to explain our view to them. Soft drink industry is a vast growing industry when

compared to many other industries. This industry is a place where two major players are

there in the world. Pepsi Company is one of them. Doing my project in Pepsi is a great

experience as it gave me lot of opportunity and scope to understand the soft drinkindustry and its marketing structure and distribution channels. Lot of valuable

information regarding the company and also the retailers,

hasbeen collected from the survey, which helped me clearly to understand the realproble

ms faced by the marketers to distribute and also make retailers to sell the companys

products in the market. I understood how difficult to do the marketing in the present

scenario to get success in the marketing field. From the analysis of the

data collected from the retailers the investigator got some important findingsregarding the

company and the industry. For those findings some of the suggestions made to the

company were really applicable for the growth and benefit for the company in order to

increase its market share and to become the market leader in the

soft drink industry, because a large number of competitors craving for the same market. I

got appreciation for the suggestion to the Company.

Thus, finally it can say that the Company needs a lot of improved distribution

channel management activities along with various promotional strategies for the

customers to get the top position in the soft drink industry. I wish the company to achieve

its objectives achieved soon


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QUESTIONNAIRE

NAME :______________________________

ADDRESS :____________________________________________________________

CONTACT NO. :______________________________

Q.1: Please Tick () your age group.(a) Below 15 year ( )

(b) 15 yrs to 20 yrs ( )

(c) 20 yrs to 30 yrs ( )

(d) 30 and above ( )

Q.2 Are you consuming soft drinks?

(a) Yes ( ) (b) No ( )

Q.3 Which is your favorite Cola brand?

(a) Coke ( ) (b) Pepsi ( )

(c) Both ( ) (d) any other ( )

C Q.4 Can you give me some information regarding your cola drink consumption?

(a) Once in a month ( )

(b) Once in a week ( )(c ) Twice in a week ( )

(d) Daily one ( )

(e) Daily more than one ( )

Q.5 Does advertisement affect your purchasing behavior?

Yes ( ) No ( )


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Q.6 Do you think that whatever is shown in the Advertisement is always right ?

Yes ( ) No ( ) Not Sure ( )

Q.7 Do you think that media has played a Major Role in reducing the demand of Coke

& Pepsi in use of pesticide controversy ?


Q.8 Do you know heard about advertising committee ?


Q.9 Do you consider your brand choice is best ? if Yes give reason.

Ans.______________________________________________________.

Q.10 Do you think any change in these brands?


If yes give reason_____________________________________________.

Q Q.11 Are you aware about some controversy regarding cola drink?


Q.12 If yes, what is it ?

______________________________


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H Q.13 There any change in your consumption after since last year (Pesticide issue)?

(a) Increase ( ) (b) Decrease ( )

(c) No Change ( )

Q.14 Which attribute are more important for you in buying ?

Quality ( ) Availability ( )

Quantity ( ) Price ( )

Other________________.

Q Q.15: Have you shifted to other beverages during this controversy?


Q

Q.16 If yes, what are these.

(a) Non-cola soft drinks of other manufactures ( )

(b) Non-cola soft drinks of same manufactures ( )

(c) Flavored Milk ( ) (d) Nimbupani ( )

(e) Squash ( ) (f) Any Other ( )

(g) Tetra pack fruit juice ( ) (h) Powered soft drink ( )

(Thanking You) (Signature of respondent)


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BIBLIOGRAPHY

BOOKS

Kotler, Philip, Garry Armstrong, Principles of Marketing,

Prentice Hall India.

Kothari, C.R, Research Methodology,

Vikas Publishing House Pvt. Ltd. New Delhi.

JOURNALS & NEWS PAPERS

Business Line, Times of India, The Hindu.

Indian Journal of Marketing.

WEBSITES

Documents

PROJECT_REPORT_gill.docx