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A

Project Report

OnTo Study Marketing Research Of Mango Juice In Hindustan Hindustan

Coca Cola Beverage Pvt.td In !ag"ur City

Submitted To

R.T.M. Nagpur University, Nagpur

In partial fulfillment of the requirement for the degree

Bachelor of Business Administration

III rdYear

Submitted by

Tanuja R Pandhar!ar

"nder the #uidance by

Prof Praful Ambhore

$epartment of %ommerce & 'ana(ement

)e* Arts+ %ommerce & Science %olle(e+ )a(pur

Session ,-./0.1

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%2RTI3I%AT2

This is to certify that the #ollo$ing student of this college have carried out

the "ro%ect $ork on To Study Marketing Research Of Mango Juice In Hindustan

Coca Cola Beverage Pvt.td In !ag"ur City

&nder 'y guidance in the (e"art'ent Of Manage'ent Studies during the

acade'ic session )*+,-+.This $ork has /een done in "artial fulfill'ent of the

a$ard #or the "ost degree of Bachelor in Business 0d'inistration in Marketing

Manage'ent fro' Rashtrasant Tukdo%i Mahara% !ag"ur &niversity1 !ag"ur.

Project #uide Principal

Prof Praful Ambhore Prof $r Prashant 4ad*e

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$2%5ARATIO)

The 2ork "resentation in this Pro%ect has /een carried out /y us as /enefied

students of the )e* Arts+ %ommerce & Science %olla(e+ )a(pur3 during the

0cade'ic Session )*+,-+ Rashtrasant Tukdo%i Mahara% !ag"ur &niversity1

!ag"ur.

I here/y declare that this "ro%ect titled To Study Marketing Research Of

Mango Juice In Hindustan Hindustan Coca Cola Beverage Pvt.td In !ag"ur

Cityis a /eneficed and authentic record of $ork done /y us under su"ervision of

Prof 'r Praful Ambore.

The $ork "resented here is not du"licated fro' any other source 4 also not

su/'itted earlier for any other degree to university. I understand that any such

du"lication is lia/le to /e "unished in accordance $ith the university rules.

Submitted By6

Ms.Tanuja R Pandhar!ar

B.B.0.-III

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A%4)O752$#2'2)T

I ac!no*led(e my sincere than!s for the co0operation e8tended by the

colle(e and all those *ho helped me in preparin( and presentin( the report I

take this o""ortunity of e5"ressing 'y "rofound gratitude to 'y guide Prof

Praful Ambhore of )e* Arts+ %ommerce & Science %olle(e+ )a(pur $hose

continuous su""ort has /een a constant source of 'otivation for 'e. I a'

e5tre'ely thankful to hi' for "roviding valua/le guidance and attention to 'e.

I $ould like to e5"ress 'y dee" sense of gratitude to 'y Princi"lefor allo$ing 'e

to carry out this "ro%ect $ork in this "restigious institution.

I a' also grateful to Mr. Saga' and Mr. Mayur 6Sales Officer1 !07P&R8

for s"aring there valua/le ti'e and e5tending their coo"eration in acco'"lishing

'y task. It $as great e5"erience and a "leasure $orking $ith such a coo"erative

and friendly environ'ent grou".

0t last s"ecial thanks to stockiest and sales 'an for their valua/le su""ort inour "ro%ect.

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I)$29

%hapter )o %hapter )ame Pa(e )o

+. Introduction

). Co'"any Profile

9. O/%ective

,. Hy"othesis

:. (ata 0nalysis

;. i'itation

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The co'"any actually "roduces concentrate for Marco1 $hich is

then sold to various Coca-Cola /ottlers throughout the $orld. The

/ottlers1 $ho hold territorially-e5clusive contracts $ith the

co'"any1 "roduce finished "roduct in cans and /ottles fro' the

concentrate in co'/ination $ith filtered $ater and s$eeteners. The

/ottlers then sell1 distri/ute and 'erchandise Coca-Cola in cans

and /ottles to retail stores and vending 'achines. Such /ottlers include

Coca-Cola Anter"rises1 $hich is the single largest CocaCola /ottler in

!orth 0'erica and Auro"e. The Coca-Cola Co'"any also sells concentrate

for fountain sales to 'a%or restaurants and food service distri/utors.

The Coca-Cola Co'"any has1 on occasion1 introduced other cola

drinks under the Coke /rand na'e. The 'ost fa'ous of these is

(iet Coke1 $hich has /eco'e a 'a%or diet cola /ut others e5ist1

including Caffeine free Coke1 Cherry Coke1 Coke ero1 Danilla Coke

and li'ited editions $ith le'on and $ith li'e1 and even $ith

coffee. The Coca-Cola Co'"any o$ns and 'arkets other soft

drinks that do not carry the Coca-Cola /randing1 such as S"rite1

#anta1 and others.

The as Degas 2orld of Coca-Cola 'useu' in )*** The first reci"e Coca-Cola $as

invented in 0tlanta1 7eorgia1 /y John S. Pe'/erton1 originally as a coca $ine called

Pe'/ertonEs #rench 2ine Coca in +;;,. F+GF)G He 'ay have /een ins"ired /y the

for'ida/le success of Auro"ean 0ngelo MarianiEs coca $ine1 Din

Mariani. In )**:1 $hen 7ing Mo Tuen and #ulton County "assed

Prohi/itionlegislation1 Pe'/erton res"onded /y develo"ing Coca-

Cola1 essentially a car/onated1 non-alcoholic version of #rench

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2ine Cola.F9G The /everage $as na'ed Coca-Cola /ecause1

:O)O"RS

Coca Cola Honored 2ith ,--; 2ner(y Star Partner of the Year A*ard

Coca Cola !a'ed 0'ongDiversity Inc'sist of Top /- %ompanies for $i

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:ISTORY O3 :I)$"STA) %O%A %O5A

%oca %olais a $orld leader in convenient snacks1 foods and /everages $ith revenues of 'ore

than 9< /illion and over +;,1*** e'"loyees.

The co'"any consists of Coca ColaCo 0'ericas #oods =%A3>1 Coca ColaCo 0'ericas

Beverages =%AB>and Coca ColaCo International =%I>.

C0# includes #rito-ay !orth 0'erica1 uaker #oods !orth 0'erica and all atin 0'erica

food and snack /usinesses. C0B includes Coca ColaCo Beverages !orth 0'erica and all atin

0'erican /everage /usinesses. CI includes all Coca ColaCo /usinesses in the &nited =ingdo'1

Auro"e1 0sia1 Middle Aast and 0frica. Coca ColaCo /rands are availa/le in nearly )** countries

and generate sales at the retail level of 'ore than

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History Of Mango Juice In India

Coca ColaCo gained entry to India in +

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"articularly the youth1 to $ho' it consciously reached out. It $ould identify /etter $ith a /rand

that they see as glo/al1 yet Indian.

Hindustan Coca Cola $as /uilt as a /rand. Hence its deli/erate atte'"t to /uild and ca'"aigns

using the "o"ular Hindi in the "rocess1 slogans like1 ?YA:I :AI RI#:T %:OI%2 BABY@and

?Y2: $I5 'AA)#2 'OR2 A:A@/eca'e "art of Indias "o"ular consciousness. 2hen

Hindustan Coca Cola lost the /idding /attle to s"onsor a Cricket tourna'ent to coke1 the loss

$as turned into triu'"h $ith the catch line1 )OT:I)# O33I%IA5 ABO"T ITIt cashed in

the unta""ed consu'er as"iration in s'aller to$ns1 the hinterlands of 'etro"olitan cities and

said Y2: PYAAS :AI BA$I

It sho$ed a rare a/ility not only to survive1 /ut also gro$ through Indias tortuous "olicy t$ists

and turns1 $hich thre$ 'any other M!Cs off /alance. Its to" 'anage'ent tea' did not suffer

fro' the fre?uent changes seen at rival1 Coke. Conse?uently1 it $as a/le to unlike coke1 $hich

"aid enor'ous "rices to /uy out esta/lished local /rands. Hindustan Coca Cola /rought its o$n

stuff over1 and "ushed those aggressively $ith dealers1 retailers and consu'ers. Right no$1 it can

/ark its outstanding success in /uilding a /rand that has /eco'e synony'ous $ith soft drinks

across the length and /readth of the country.

:istory Of 'an(o uice I Be

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(irector of Mango %uice Beverages Pvt. td. Ha%i"ur is Mr. Charan =hilani1 a /ig industrialist of

Bengal. The director of this organi@ation is Mr. Ra%iv =hilani.

Mango %uice Beverages Pvt. td. is set u" at Ha%i"ur industrial area in Daishali (istrict of north

Bihar. It is a "roduction unit and its $hole 'arketing activities are done through BP itself. Its

office is situated at Ha%i"ur. Mango %uice Beverages is one of the 'any Hindustan Coca Cola

/ottling "lants in the country and also one of the four in Aastern India. The other three are at

Cuttack1 7u$ahati and Ja'shed"ur. 2ith the ur/ani@ation of econo'y in +

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5ocation

The "lant is located in the industrial area of hingana Maharashtra. The "lot is situated at a

distance of five kilo'eters fro' the city of nag"ur. The site is $ell connected /y road to other

areas of !. Bihar. The total area of the "lant is around +*** acres. This land has /een "rocured

fro' !. Bihar Industrial 0rea (evelo"'ent authority.

BO0R( O# (IRACTORSN

+ Mr. Charan =u'ar =hilani 6M.(.8

) Mr. Ra%iv =hilani 6(irector8

PRO$"%TS & PRO$"%TIO) %APA%ITY

The "roduct range "roduced /y Hindustan Coca Cola Beverages td. is as underN

M00

MIRI!(0 6OR0!7A8

SICA 6M0!7O8

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P5A)T A)$ 2C"IP'2)T2S

The 'ain "lant consists of filler1 /ottle $asher1 conveying syste'1 refrigeration syste'1 $ater treat'ent

"lant and other au5iliaries..Ho$ever indigenous e?ui"'ent is created and co''issioned through local

contractors or su""liers. The au5iliaries including utility are /eing availa/le indigenously. ocal

contractors under the su"ervision of ?ualified and e5"erienced technicians have done the creation and

co''issioning of i'"orted "lant.

PR2PARATIO) O3 SYR"P6

The "roducts 'anufactured /y Mango %uice Beverages Pvt. td. are very li'ited in range as it is

not inde"endent to diversify its "roduct. It is a unit of Hindustan Coca Cola #oods Pvt. td.

$hich su""lies concentrates for different soft drinks. These are as follo$sN

Product Cuantity %olor 3la

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OB2%TID2S

To 'eet the e5isting custo'ers and kno$ their re?uire'ents.

To check the utility of the of the 0utodesks "roducts at the custo'ers Place.

To understand the "ro/le's faced /y the custo'ers regarding "roducts and services.

To get custo'er o"inion a/out the co'"etitors.

To tra" further service and sales o""ortunities $ith the e5isting custo'ers.

To Search for ne$ custo'ers for the co'"any.

To assess the strength of consu'ers satisfaction a/out the /rands1 "ricing1 distri/utions

etc1 a$areness a/out the Coca-cola "roducts.

To ascertain the consu'er /rand "erce"tion of soft drink $ith res"ect to "rice1 "roduct1

taste1 ?uantity and advertising.

To find out the co'"anys "osition in the soft drink 'arket.

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R2S2AR%: '2T:O$O5O#Y

>Marketing research is the collection and inter"retation of facts that hel" 'arketing 'anage'ent

to get "roducts 'ore efficiently into the hands of custo'ers. Market research enco'"asses all

infor'ation "ertinent to this task1 $ith a""ro"riate techni?ues3

#reen and Tullhave defined Marketing Research as1 >The syste'atic and o/%ective search for

and analysis of infor'ation relevant to the identification and solution of any "ro/le' in the field

of 'arketing3

0ccording to the 0'erican Marketing 0ssociation 60M081 research is the syste'atic gathering1

recording and analy@ing of data a/out "ro/le's relating to the 'arketing of goods and services.

There are various ty"es of research designN

o A5"loratory Research (esign

o (escri"tive Research (esign

o A5"eri'ental Research (esign

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+ A5"loratory (esignN - 0n e5"loratory 'arketing data has to /e o/tained $ith regard to a

"redeter'ined o/%ective or a hy"othesis or an assu'"tion and to test the hy"othesis to

arrive at a conclusion.

) (escri"tive (esignN - In a descri"tive 'arketing research data "ertaining to the ongoing

state of 'arket affairs is o/tained and to study the 'arket situation in a S2OT fra'e

$ork.

9 A5"eri'ental (esignN - This research is a design in $hich a cause and effect study is

carried out /y conducting an e5"eri'ent in the 'arket to understand1 $hat is ha""ening

in the 'arket.

(e"ending u"on the o/%ective of research1 'arketing research design is selected.

0ccording to the research o/%ective I "lan to choose e8ploratory research

$ATA %O552%TIO) '2T:O$

Since the study is e5"loratory in nature1 a "ersonal intervie$ $ith each retailer and aid of

?uestionnaire $ere selected as the 'ethod of o/taining data. The ?uestionnaire $as used in

!ag"ur to facilitate ta/ulation and analysis of data $as designed for seg'ent retailers.

The ?uestionnaire $as "re"ared /y researcher hi'self. #or intervie$ as far as those languages

$ere used $hich they can understand clearlyL such as Hindi 4 Anglish. The researcher used to

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stand in front of the rando'ly chosen retail outlet. This is a co'"rehensive 'aster "lan of the

study undertaken1 given a general state'ent of the 'ethod used and "rocedure follo$ed.

$ata Sources6The various source of infor'ation /roadly divided in ) categoriesN

a Primary sources6Sources fro' $here first hand infor'ation is gathered directly are

called "ri'ary source and infor'ation thus collected is called "ri'ary data.

Pri'ary data collection involvedN (istri/utors1 Retailers1 and Custo'ers.

Research 0""roachesN Survey

Research Instru'entN Intervie$ Schedule

b Secondary sources6 The data that are collected for other "ur"oses already e5isting

so'e$here is called secondary data. 2ith regard to 'y study the secondary sources $ere

records of the co'"any1 $e/sites of the co'"any1 'aga@ines and ne$s"a"ers.

The sa'"les $ere on %udg'ent and convenience. 0 sa'"le si@e of +** res"ondents $as taken.

The sa'"ling unit $as retailers of !ag"ur and its ad%acent &r/an areas. The sa'"le consisted of

retailers s"read over the entire area of the distri/utor.

A T:2OR2TI%A5 3RA'27OR4 O3 PRO'OTIO)A5 STRATA#I2S

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Pro'otion is %ust like the s"ark "lug in the 'arketing 'i5. It is the "rocess of 'arketing

co''unication involving infor'ation1 "ersuasion1 and influence. Pro'otion has /een defined as

>co-ordinate self-initiated efforts to esta/lish channels of infor'ation and "ersuasion to facilitate

or foster the sale of goods3 Thus1 "ro'otion is a "ersuasive co''unication to infor' "otential

custo'ers of the e5istence of "roducts1 to "ersuade the' that those "roducts have $ants

satisfying ca"a/ilities.

The 'arketing 'i5 6or "ro'otion 'i58 consists of four 'a%or 'odes of co''unication vi@

0dvertising1 Sales "ro'otion1 Pu/lic relations and Personal selling. 0ll ele'ents of "ro'otion

'i5 have a definite role in all stages of the selling "rocess. The o/%ective of "ro'otional

strategies is to influence the custo'ers in such a $ay that they can "urchase the "roduct on their

o$n $ill and then "atroni@es the sa'e /rand in future too. Thus there are t$o i'"ortant

activitiesN

+ To give infor'ation a/out the "roduct.

) To influence 6increase8 the de'and of the "roduct.

A$D2RTISI)# STRATA#Y

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(e'and creation has /eco'e an i'"ortant function no$- a- days. 0dvertising is one of the

i'"ortant activities through $hich a 'anufacturing fir' conveys "ersuasive co''unication to

the target /uyers. 7enerally1 it can /e said that1 0dvertising is nothing 'ore than the use of /right

ideas and slogans to "o"ulari@e goods $hich a""eals to the great /ody or ordinary consu'ers.

0dvertising is an e5tre'ely versatile look of co''unication. It consists of non-"ersonal for's

of co''unication conducted through "aid 'edia under clear s"onsorshi".

American 'ar!etin( Association saysN >0dvertising is any "aid for' of non-"ersonal

"resentation and "ro'otion of ideas1 a/out goods or services /y an identified s"onsor.3

The 'ain "ur"ose of advertising is to co''unicate. Its long-ter' o/%ective is "rofit

'a5i'i@ation. It serves a nu'/er of other allied "ur"oses also1 $hich are as follo$sN

I Hel"s to sales'an

II Makes the certainty of ne$ de'and

III Re'oves the dou/ts a/out the goods

ID Maintains sales de'and

D Creates i'age and good$ill of the advertising fir'

DI A5"lains the various uses of goods to the consu'ers

DII Ana/les the "roducer to face co'"etition

DIII Increases in sales and ulti'ately the "rofit of the fir'

I Re'inds the users to /uy the "roducts

A$D2RTISI)# '2$IA

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Selection of a suita/le 'ediu' of advertising 6or a co'/ination of 'ediu'8 is an i'"ortant

decision. There are nu'erous 'edia of advertising availa/le to the 'odern advertisers. So1 in

'anaging its advertising "rogra'1 a co'"any carefully evaluates the effectiveness of "revious

ads and uses the results to i'"rove the ?uality of future ads. !ovelty in this field is 'isno'er. In

fact1 there is nothing novel in this area /ecause $ith the "assage of ti'e1 the advertisers and the

advertising agencies have thought of ne$ $ays and 'eans of a""roaching the "ros"ects. But for

the sake of descri"tion one conveniently divides the ty"es of advertising 'edia in the follo$ing

'annersN

+ !e$s "a"ers

) Posters

9 Hoardings

K 2all 0dvertising

, Bus 4 Trains

0dvertising novelties

: A5hi/its trade sho"s

; Screen 0dvertising

< (irectories

+* Packages1 a/els 4 Inserts

++ Calendar and gifts

'2T:O$O5O#Y

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>Marketing Research is the syste'atic design1 collection analysis and re"orting of data and finding

relevant to a s"ecific 'arketing situation facing the co'"any3

The "resent study of soft drink 'arket in all area of !ag"ur is /ased on survey 'ethod. In survey

'ethods1 there are t$o ty"es of survey. One is >Census Method3 and another is >Sa'"ling 'ethod3 In

this sa'"le 'ethod I have taken only a s'all "art of the $hole and data collected fro' the s'all "art are

'ade a""lica/le to the sole i.e. I have taken !ag"ur and so'e ad%acent area of !ag"ur to$n.

2ithin the ti'e li'it1 I tried 'y /est to select the sa'"le re"resentative of the $hole grou". (uring

'y training1 I 'aintained different chart for different routes during 'y dealer survey. I have collected

data fro' the distri/utors of !ag"ur.

$ata Sources6 0

Pri'ary data collection involved (istri/utors1 Retailers1 and Consu'ers.

Research 0""roachesN - Survey

Research instru'entN - Intervie$ Schedule

Samplin( Plan6 0

Sa'"ling &nitN - (istri/utors Retailers Consu'ers

Sa'"ling Si@eN - *K ,* +**

Sa'"ling ProcedureN - Pur"osive Selection

Contact MethodN - Personal Intervie$

Inter intervie$ schedule researcher used 'ulti"ly choice ?uestions and ranking syste's ?uestions.

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=2> 5I'ITATIO) O3 T:2 ST"$Y

0s I $as asked to carry on 'y vocational training I found the follo$ing li'itations during 'y

training "eriod. So I could collect every infor'ation regarding 'y to"ic.

6a8 Shortage of ti'e factor $as one of the /iggest constraints.

6/8 Most stress $as given on the "ri'ary data as it $as difficult to collect secondary data for'

the organi@ation and distri/utors since it is difficult to ascertain the authenticity to their

state'ents.0ll the o/servations and reco''endations $ill /e 'ade on the feed /ack o/tained fro' survey.

$ata Analysis

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.'ar!et A*areness of the productE

Coca-cola +**

MIRI!(0 +**

M00 +**

Slice 4 Soda :,

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

100% 100% 100%

75%

100%

Pepsi Mirinda Mazza Slice & Soda

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3indin(s

0ll /rands of Coca-cola are $ell kno$n a'ong the consu'ers. Slice and soda is less "o"ular

"roduct of Coca-cola as co'"ared to others.

, Ad

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3indin(s

The "ercentage of "ersons affected is :* and no. of "ersons not affected /y advertising is 9*.

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FPersonal Sellin( of the productE

Consu'ers there is not any "lace for "ersonal selling in soft drinks industry ho$ever Coca-cola

ado"ts surrogate in nature as it is directed on retailers rather than consu'ers. Territory Sales A5ecutive

visits the retailers fre?uently Disit of /oost the confidence of retailers to go for a sale Coca-cola /rands.

Retailers *ho are affected

0ffected *

Indifferent K*

60%

40%

Affected ndifferent

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3indin(s

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There are * "ercent of the retailers $ho have affected fro' "ersonal selling and K*

"ercent of retailers have no effect on the'.G Public Relation and Publicity of the

productE

Coca-cola organi@es and s"onsor various ty"es of 7a'es1 S"orts1 Music and Progra''ers etc. as

tools of 'arketing Pu/lic Relation. These activities "resent good and "ositive i'age a'ong "otential

consu'ers.

(uring survey it is found that due to attach'ent of Coca-cola $ith such activities1 consu'ers feel

glad to have Coca-cola or its other /rands.

The e5tents to $hich /uyers are affected $ith "u/licity and "u/lic relation are sho$n /elo$N-

7reater *

7ood )*

So'e +*

Indifferent +*

0%

10%

20%

30%

40%

50%

60%

60%

20%

10% 10%

100%

!reater !ood So"e ndifferent

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3indin(s

* of the res"ondents say that the relations of the co'"any $ith the consu'er is /est1 $hile )* says

it is good1 and +* are having no ideas.

C/'ar!et share analysis *ith competitors

Ta/le !o.

COMP0! M0R=AT SH0RA 68

Coca-Cola ,,

Pe"si 9,

Others +*

Chart !o.

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0%

10%

20%

30%

40%

50%

60%

70%

80%

Coca-Cola Pepsi Others

COMPANY

PERCENT

InterpretationN-

Coca-Colatakes only Pe"si as its rival. It doesnt take other local "layers in to considerationvery seriously. In !ag"ur the "erfor'ance of Pe"si is very "oor. Market share of Coca-Colain!ag"ur city is near a/out ,,. There are 'ost of 'ono"oly outlets in the !ag"ur

. 2hen any one co'es to your sho" $hich Coca-Cola /rand of soft drinks does heQshe de'and

Products )o

Slice 9:

MIRI!(0 K9

Others )*

Total .--

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37%

43%

20%

Mirinda Slice #t$er

InterpretationN-

Most de'and soft "roduct Mirinda retailers K9out of +** say that custo'ers de'and Coca-Cola "roducts1

$hen they co'e to the sho".

.:.2hich #0CTOR affects sales Mango Juice 'ost

3actors )o

0dvertise'ent 9)

Sche'es ):

Presence +;

Taste +*

Price ;

Others ,

Total .--

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18

10

8

5

Factors afecting sales

Presence

Taste

Price

Others

Interpretation 60

Most of the retailers $ere agreed that advertise'ent affects sales 'ost. So'e $ere agreed on sche'es

given. Only :.) retailers are agreed $ith "rice as an effective tool.

.;.PROMOTIO!0 0CTIDITIAS that affect sales Soft (rink 'ost

Acti

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6221

175

Promotional activities afecting sales

Free bottle scheme

Prie

!isco"nt

Others

Intre"retation

It is clear that free /ottle sche'e is the 'ost "o"ular "ro'otional activity that affects sales volu'e.

,

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65%

15%

20%

Maaza rit' Slice

InferenceN

#ro' the a/ove ta/le $e can see Maa@a /rand has highest /rand loyalty and sales. i.e.1 ,Bofthe retailers have no "ro/le' in selling Maa@a /rand.

.+*.2hich Brand is 'ostly "referred in Pet Bottles

Brands Res"ondents

Maa@a

#ruity )K

Slice +*

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0

10

20

30

40

50%

60

70

80

#aaa Fr"it$ lice

CO#P&'(

P)*C)T

Chart 'o+3

InferenceN

#ro' the a/ove ta/le $e can see that a'ong Pet Bottles the 'ost

"referred /rand /y retailers is Soft (rink

.++. Ta/le sho$ing the distri/utors co''unication a/out sche'es $ith the

retailers

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0%

10%

20%

30%40%

50%

60%

70%

80%

Coca-Cola Pepsi

CO#P&'(

P)

*C)'T

Chart 'o+

InferenceN

Ta/le sho$s that + of the distri/utors co''unicate the sche'es of

the co'"any and 9

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.+). Ta/le sho$ing that design andstyle of Soft (rink "ack

Style Res"ondent Percentage

Dery

attractive

* *

Mediu' 9* 9*

&nattractive +* +*

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0%

10%

20%30%

40%

50%

60%

70%

80%

,er$ &ttractie #e.i"m /nattractie

t$le

P)*C)'T

InferenceN

The a/ove ta/le sho$s that * of the retailers are said that the design

and style of Soft (rink is 'ediu'. 0nd +*B of the retailers said

design is very attractive.By o/serving the a/ove ta/le $e can kno$ that1 the

style and design of Soft (rink is not satisfied /y the retailers.

:YPOT:2SIS O3 T:2 ST"$YN

Hy"othesis is usually considered as the "rinci"al instru'ent in research. It is a tentative

generali@ation1 $hich can /e deter'ined after testing assu'"tion1 $hich links /oth theories and

facts. Its 'ain function is to suggest ne$ e5"eri'ent and o/servation.

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The follo*in( hypothesis *ill be ta!en in the study

Relationshi" /et$een age grou"s and the choice of features they value 'ost in a

Hindustan Coca Cola /everage industry.

There is a /rand loyalty to$ards Hindustan Coca Cola and co'"etitors. !u'/er of satisfied custo'ers "referring Hindustan Coca Cola "roduct and satisfaction

level e5ists in custo'er 'ind.

Scope of the study6

Sco"e of this study covers a $ide range of theoretical a""lication and ad'inistration

as"ect1 under $hich "roduct researches fro' the "roducer to the ulti'ate consu'er.

The o/%ective is 'ainly to find the true value of Business activity of the fir'. #inally it $ill

/e concluded after successful co'"letion of the studies in res"ect of fruitful i'"le'entation of

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the kno$ledge. So gained regardings'ooth1 and cal' /usiness o"erations for different activities

of the fir' in "resent at'os"heres.

Dalua/le custo'er feed/ack a/out the 'ango %uice that they are /everage.

0$areness a/out the "ro/le's faced /y the custo'ers regarding after sales services.

Suggestions fro' the custo'ers as to $hat ne$ features or i'"rove'ents they $ould like

to have in the e5isting /everage.

Most i'"ortantly tra""ing further sales o""ortunities $ith the e5isting custo'ers /y

taking into account their current re?uire'ents and future e5"ansion "lans.

5I'ITATIO)S

The li'itations in this study areN

The sa'"le si@e is only +** so the sa'"le 'ay not /e truly re"resentative of the

!ag"ur "o"ulation.

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This research is geogra"hically restricted to !ag"ur only. Hence the result cannot /e

a""lied to other "laces.

The study is restricted only to the organi@ed sector of Hindustan Coca Cola "roduct

#indings are /ased on sa'"le survey.

The "ro%ect $ill /e 'ade for the acade'ic "ur"ose only.

%O)%5"SIO)

#ro' the data analysis and survey conducted /y 'e I arrived at the follo$ing conclusion.

+. Coca-Cola has the entire flavor i.e. 1 Mango in the 'arket and its 'arket share is co'"aratively 'orethan Coke.

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). The 'a%ority of the retailers deal in all /rands of Pe"si and Coca-Cola.

9. One of the 'a%or dra$/acks of Coca-Cola "roducts is that all flavors do not reach at each and everyretail outlets /ut co'"etitors "roducts do reach that is $hy co'"etitor enters in to Pe"si e5clusiveoutlets.

K. The 'a%or "ro/le' faced /y the distri/utor is the shortage of su""ly "articularly "ets.

,. (istri/utor functions %ust as order takesL they should contri/ute 'e and co''unicate to the retailers.

. It should /e checked that $hether our "roducts is reaching to the outlets ti'ely and regularly or not.

:. 0lthough the Disit-cooler1 Sign /oardQ(is"lay rack and 7lass strength "rovided /y Coca-Cola are

'ore than Coke /ut still there are nu'/er of retailers1 $ho are either not having these or others have"rovided the'.

;. There is irregularity in the su""ly of cooler1 so'e retailers1 $hich sell 'ore are not "rovided Disi-cooler1 so'e retailers1 $hich sell 'ore not "rovided cooler1 $hile so'e retailers1 $hich sell less are"rovided cooler

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+. The co'"any should esta/lish at least a $arehouse in each and every district head?uarters for

easy delivery or soft drinks.

). Mango Juice Beverages Pvt. td. should follo$ a re?uired inventory decision so that average

stock can /e /alanced in the "eak seasons.

9. Tricycle can /e installed at various "laces like "u/lic "art during the "eak house1 i'"ortant

cho$ks and in the !ag"ur citys co''ercial center.

K. Co'"any should also introduce fountain Coca-Cola in !ag"ur to$n.

,. Marketing division should also give 'ore attention in selling less "o"ular /and like

Miranda1 Slice.

. Ti'e to ti'e survey a/out the co'"anys strength and $eakness is very 'uch essential so

that it can i'"rove its service 4 ?uality.

:. Co'"any should1 try to "ro%ect ?uality su"eriority into the 'inds or custo'erL it $ill last long

and $ill "ay for ever.

;. Co'"any should send e5ecutive at regular intervals to those areas $here ne$ dealers are

created and suggesting the' the selling tactics.

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+. Phili" =otler - Marketing Manage'ent

). Phili" =otler and 0r'strong - Princi"les of Marketing

9. R.C. =othari - Research Methodology

'a(aHines

+ Business Today and

) Business India

)e*spapers

+ Ti'es of India and1

) Hindustan 6Hindi Adition8

7eb Sites

+ cola@one.co'

) cola.co'

9 Coca Cola@one.yahoo.co'

QUESTIONNAIRE

+ 2hich /rands of Coca-cola are $ell kno$n a'ong the consu'ers.

Coca-cola

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Miranda

Maa@a

Slice and soda

).(oes different advertising activities "racticed /y Coca-cola have great i'"act inconsu'ers

es

!o

9 (oes the retailers have any affect fro' "ersonal selling of cola cola es !o K $hat relations does the co'"any has $ith the consu'ers 7ood

7reat Indifferent

, 'arket share of cocacola in !ag"ur

Coca cola

Pe"si

Others

2hen any one co'es to your sho" $hich Coca-Cola /rand of soft drinks does heQshe

de'and

Slice

Miranda

Others

: 2hich #0CTOR affects sales Mango Juice 'ost

0dvertise'ent

Sche'es

Taste

Price

Others

;. PROMOTIO!0 0CTIDITIAS that affect sales Soft (rink 'ost

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Free sample

Price

!isco"nt

Others+