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CONSUMER PERCEPTION ABOUT READY TO DRINK FRUIT JUICES

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									“CONSUMER PERCEPTION ABOUT
READY TO DRINK FRUIT JUICES”.

             IN
    HINDUSTAN COCA-COLA
     BEVERAGE PVT. LTD.
                          EXECUTIVE SUMMARY

Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading
manufacturer, marketer and distributor of non-alcoholic beverage concentrates and
syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and
syrups to bottling and canning operators, distributors, fountain retailers and fountain
wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in
the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-
legged brass kettle in his backyard. He first “distributed” the product by carrying it in a
jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents
at the soda fountain. Carbonated water was teamed with the new syrup, whether by
accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”,
a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola
originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed that
Coca-Cola became the world-famous brand it is today. Coca-Cola was the leading soft
drink brand in India until 1977, when it left rather than reveal its formula to the
Government and reduce its equity stake as required under the Foreign Regulation Act
(FERA) which governed the operations of foreign companies in India. In the new
liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India
through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola
Company. The main objective of this study lies in understanding the organization and
studying and understanding the consumers’ perception and opinion about the latest
product, Minute Maid Pulpy Orange, introduced into India, by the Coca-Cola Company.
                    Preface

Every summer it’s played out across the length and breath of India.

Every summer millions participate in eiher directly out in the hot sun or

Comfertabely, sitting at home watching the battle on their TV set’s.

But the real marketing action this year has been other elements on the

marketing mix. Companies have been trying to expand market by

experimenting with price, placement and above all products forms, cans

and pet bottles. The present study concern the major facets of Indian soft

drinks industry with reference to lemon drinks. The study is conducted at

Dehradun and covers about shops of Dehradun.
                         COMPANY PROFILE


INTRODUCTION
_______________________________________________


Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading
manufacturer, marketer and distributor of non-alcoholic beverage concentrates and
syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and
syrups to bottling and canning operators, distributors, fountain retailers and fountain
wholesalers. The Company’s beverage products comprises of bottled and canned soft
drinks as well as concentrates, syrups and not-ready-to-drink powder products. In
addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-
Cola Company began building its global network in the 1920s. Now operating in more
than 200 countries and producing nearly 400 brands, the Coca-Cola system has
successfully applied a simple formula on a global scale: “Provide a moment of
refreshment for a small amount of money- a billion times a day.”


The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that
system is dedicated to people working long and hard to sell the products manufactured
by the Company. This unique worldwide system has made The Coca-Cola Company the
world’s premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow,
Coca-Cola, more than any other consumer product, has brought pleasure to thirsty
consumers around the globe. For more than 115 years, Coca-Cola has created a special
moment of pleasure for hundreds of millions of people every day.
The Company aims at increasing shareowner value over time. It accomplishes this by
working with its business partners to deliver satisfaction and value to consumers
through a worldwide system of superior brands and services, thus increasing brand
equity on a global basis. They aim at managing their business well with people who are
strongly committed to the Company values and culture and providing an appropriately
controlled environment, to meet business goals and objectives. The associates of this
Company jointly take responsibility to ensure compliance with the framework of policies
and protect the Company’s assets and resources whilst limiting business risks.




A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG)
are products that have a quick turnover and relatively low cost. Consumers generally put
less thought into the purchase of FMCG than they do for other products.


The Indian FMCG industry witnessed significant changes through the 1990s. Many
players had been facing severe problems on account of increased competition from
small and regional players and from slow growth across its various product categories.
As a result, most of the companies were forced to revamp their product, marketing,
distribution and customer service strategies to strengthen their position in the market.


By the turn of the 20th century, the face of the Indian FMCG industry had changed
significantly. With the liberalization and growth of the Indian economy, the Indian
customer witnessed an increasing exposure to new domestic and foreign products
through different media, such as television and the Internet. Apart from this, social




Changes such as increase in the number of nuclear families and the growing number of
working couples resulting in increased spending power also contributed to the increase
in the Indian consumers' personal consumption. The realization of the customer's
growing awareness and the need to meet changing requirements and preferences on
account of changing lifestyles required the FMCG producing companies to formulate




customer-centric strategies. These changes had a positive impact, leading to the rapid
growth in the FMCG industry. Increased availability of retail space, rapid urbanization,
and qualified manpower also boosted the growth of the organized retailing sector.


HLL led the way in revolutionizing the product, market, distribution and service formats
of the FMCG industry by focusing on rural markets, direct distribution, creating new
product, distribution and service formats. The FMCG sector also received a boost by
government led initiatives in the 2003 budget such as the setting up of excise free zones
in various parts of the country that witnessed firms moving away from outsourcing to
manufacturing by investing in the zones.


Though the absolute profit made on FMCG products is relatively small, they generally
sell in large numbers and so the cumulative profit on such products can be large. Unlike
some industries, such as automobiles, computers, and airlines, FMCG does not suffer
from mass layoffs every time the economy starts to dip. A person may put off buying a
car but he will not put off having his dinner.


Unlike other economy sectors, FMCG share float in a steady manner irrespective of
global market dip, because they generally satisfy rather fundamental, as opposed to
luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth
largest sector in the Indian Economy and is worth Rs.93000 crores.




The main contributor, making up 32% of the sector, is the South Indian region. It is
predicted that in the year 2010, the FMCG sector will be worth Rs.143000 crores. The
sector being one of the biggest sectors of the Indian Economy provides up to 4 million
jobs. (Source: HCCBPL, Monthly Circular, March)



The FMCG sector consists of the following categories:


      Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries,
       Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products)
       and Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps,
       Colgate, Marico, Dabur and Procter & Gamble.


      Household Care- Fabric wash (Laundry soaps and synthetic detergents),
       Household    cleaners   (Dish/Utensil/Floor/Toilet   cleaners),   Air   fresheners,
       Insecticides and Mosquito repellants, Metal polish and Furniture polish; the major
       players being; Hindustan Lever Limited, Nirma and Ricket Colman.


      Branded and Packaged foods and beverages- Health beverages, Soft
       drinks, Staples/Cereals, Bakery products (Biscuits, Breads, Cakes), Snack foods,
       Chocolates, Ice-creams, Tea, Coffee, Processed fruits, Processed vegetables,
       Processed meat, Branded flour, Bottled water, Branded rice, Branded sugar,
       Juices; the major players being; Hindustan Lever Limited, Nestle, Coca-Cola,
       Cadbury, Pepsi and Dabur


      Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and UB
BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT


In India, beverages form an important part of the lives of people. It is an industry, in
which the players constantly innovate, in order to come up with better products to gain
more consumers and satisfy the existing consumers.




                                     BEVERAGES




                         Alcoholic                    Non-Alcoholic




                                 Carbonated                              Non-Carbonated




                      Cola                       Non-Cola                   Non-Cola


FIGURE 1: BEVERAGE INDUSTRY IN INDIA
The beverage industry is vast and there various ways of segmenting it, so as to cater
the right product to the right person. The different ways of segmenting it are as follows:


      Alcoholic, non-alcoholic and sports beverages


      Natural and Synthetic beverages


      In-home consumption and out of home on premises consumption.


      Age wise segmentation i.e. beverages for kids, for adults and for senior citizens


      Segmentation based on the amount of consumption i.e. high levels of
       consumption and low levels of consumption.


If the behavioral patterns of consumers in India are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a luxury and
that beverages have to be consumed occasionally. These two perceptions are the
biggest challenges faced by the beverage industry. In order to leverage the beverage
industry, it is important to address this issue so as to encourage regular consumption as
well as and to make the industry more affordable.


Four strong strategic elements to increase consumption of the products of the beverage
industry in India are:


      The quality and the consistency of beverages needs to be enhanced so that
       consumers are satisfied and they enjoy consuming beverages.


      The credibility and trust needs to be built so that there is a very strong and safe
       feeling that the consumers have while consuming the beverages.
      Consumer education is a must to bring out benefits of beverage consumption
       whether in terms of health, taste, relaxation, stimulation, refreshment, well-being
       or prestige relevant to the category.


      Communication should be relevant and trendy so that consumers are able to find
       an appeal to go out, purchase and consume.


The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity,
for brand and sales growth in turn to add up to the overall growth of the food and
beverage industry in the economy.
THE COCA-COLA COMPANY
_______________________________________________
HISTORY


Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886
in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass
kettle in his backyard. He first “distributed” the product by carrying it in a jug down the
street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda
fountain. Carbonated water was teamed with the new syrup, whether by accident or
otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme
that continues to echo today wherever Coca-Cola is enjoyed.


Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name and
penned “Coca-Cola” in the unique flowing script that is famous worldwide even today.
He suggested that “the two Cs would look well in advertising.” The first newspaper ad
for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try “the
new and popular soda fountain drink.” Hand-painted oil cloth signs reading “Coca-Cola”
appeared on store awnings, with the suggestions “Drink” added to inform passersby that
the new beverage was for soda fountain refreshment.


By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a
distinctive color associated with the soft drink ever since. For his efforts, Dr. Pemberton
grossed $50 and spent $73.96 on advertising. Dr. Pemberton never realized the
potential of the beverage he created. He gradually sold portions of his business to


various partners and, just prior to his death in 1888, sold his remaining interest in Coca-
Cola to Asa G. Candler, an entrepreneur from Atlanta. By the year 1891, Mr. Candler
proceeded to buy additional rights and acquire complete ownership and control of the
Coca-Cola business. Within four years, his merchandising flair had helped expand




consumption of Coca-Cola to every state and territory after which he liquidated his
pharmaceutical business and focused his full attention on the soft drink. With his
brother, John S. Candler, John Pemberton’s former partner Frank Robinson and two
other associates, Mr. Candler formed a Georgia corporation named the Coca-Cola
Company. The trademark “Coca-Cola,” used in the marketplace since 1886, was
registered in the United States Patent Office on January 31, 1893.


The business continued to grow, and in 1894, the first syrup manufacturing plant
outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois,
and Los Angeles, California, the following year. In 1895, three years after The Coca-Cola
Company’s incorporation, Mr. Candler announced in his annual report to share owners
that “Coca-Cola is now drunk in every state and territory in the United States.”


As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new
building erected in 1898 was the first headquarters building devoted exclusively to the
production of syrup and the management of the business. In the year 1919, the Coca-
Cola Company was sold to a group of investors for $25 million. Robert W. Woodruff
became the President of the Company in the year 1923 and his more than sixty years of
leadership took the business to unsurpassed heights of commercial success, making
Coca-Cola one of the most recognized and valued brands around the world.
HISTORY OF BOTTLING


Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass.
Early growth was impressive, but it was only when a strong bottling system developed
that Coca-Cola became the world-famous brand it is today.


YEAR WISE HISTORY OF BOTTLING:


Year 1894: A modest start for a bold idea


In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage
called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling
Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a
case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no
action. One of his nephews already had urged that Coca-Cola be bottled, but Candler
focused on fountain sales.


Year 1899: The first bottling agreement


Two young attorneys from Chattanooga, Tennessee believed they could build a business
around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph
B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United
States for a sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined
their venture.


Years 1900-1909: Rapid growth


The three pioneer bottlers divided the country into territories and sold bottling rights to
local entrepreneurs. Their efforts were boosted by major progress in bottling
technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-
Cola bottling plants were operating, most of them family-owned businesses. Some were
open only during hot-weather months when demand was high.
Year 1916: Birth of the Contour Bottle


Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators.
A group representing the Company and bottlers asked glass manufacturers to offer
ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute,
Indiana won enthusiastic approval. The Contour Bottle became one of the few packages
ever granted trademark status by the U.S. Patent Office. Today, it is one of the most
recognized icons in the world.


In the 1920s: Bottling overtakes fountain sales


As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the U.S.
Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in
1923. A few years later, open-top metal coolers became the forerunners of automated
vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain
sales.


In the 1920s and 1930s: International expansion


Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the
Company began a major push to establish bottling operations outside the U.S. Plants
were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa.
By the time World War II began, Coca-Cola was being bottled in 44 countries.




In the 1940s: Post-war growth


During the war, 64 bottling plants were set up around the world to supply the troops.
This followed an urgent request for bottling equipment and materials from General
Eisenhower's base in North Africa. Many of these war-time plants were later converted
to civilian use, permanently enlarging the bottling system and accelerating the growth of
the Company's worldwide business.
In the 1950s: Packaging innovations


For the first time, consumers had choices of Coca-Cola package size and type-the
traditional 6.5 ounce Contour Bottle, or larger servings including 10, 12 and 26 ounce
versions. Cans were also introduced, becoming generally available in 1960.


In the 1960s: Introduction of new brands


Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello
Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed
by PowerAde and Fruitopia in the 1990s. Today scores of other brands are offered to
meet consumer preferences in local markets around the world.


In the 1970s and 1980s: Consolidation to serve customers


Advancement in technology led to global economy, retail customers of The Coca-Cola
Company merged and evolved into international mega chains. Such customers required
a new approach. In response, many small and medium-size bottlers consolidated to
better serve giant international customers. The Company encouraged and invested in a
number of bottler consolidations to assure that its largest bottling partners would have
capacity to lead the system in working with global retailers.




In the 1990s: New and growing markets


Political   and   economic   changes   opened    vast   markets   that   were   closed   or
underdeveloped for decades. After the fall of the Berlin Wall, the Company invested
heavily to build plants in Eastern Europe. As the century closed, more than $1.5 billion
was committed to new bottling facilities in Africa.
21st Century: Coca-Cola today


The Coca-Cola bottling system grew up with roots deeply planted in local communities.
This heritage serves the Company well today as consumers seek brands that honor local
identity and the distinctiveness of local markets. As was true a century ago, strong
locally based relationships between Coca-Cola bottlers, customers and communities are
the foundation on which the entire business grows.



MANIFESTO FOR GROWTH


VALUES:


Coca-Cola is guided by shared values that both the employees as individuals and the
Company will live by; the values being:


      LEADERSHIP: The courage to shape a better future


      PASSION: Committed in heart and mind


      INTEGRITY: Be real


      ACCOUNTABILITY: If it is to be, it’s up to me


      COLLABORATION: Leverage collective genius


      INNOVATION: Seek, imagine, create, delight


      QUALITY: What we do, we do well
MISSION


    To Refresh the World... In body, mind, and spirit


    To Inspire Moments of Optimism... Through our brands and our actions


    To Create Value and Make a Difference... Everywhere we engage.


VISION FOR SUSTAINABLE GROWTH


    PROFIT: Maximizing return to shareowners while being mindful of our overall
     responsibilities.


    PEOPLE: Being a great place to work where people are inspired to be the best
     they can be.


    PORTFOLIO: Bringing to the world a portfolio of beverage brands that
     anticipate and satisfy peoples’ Desires and needs.


    PARTNERS: Nurturing a winning network of partners and building mutual
     loyalty.


    PLANET: Being a responsible global citizen that makes a difference.
        BRANDS OF COCA-COLA




                           FIGURE-2




The world's favourite 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.

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


       Glass        Pet                         Can           Fountain


      200 ml        500 ml                      330 ml        Various Sizes
      300 ml        500 ml + 100 ml free
      500 ml        1.5L
      1000 ml       2L
      2.25 L
THUMS UP




STRONG COLA TASTE, EXCITING PERSONALITY
Thumps Up is a leading carbonated soft drink and most trusted brand in
India, Originally introduced in 1977, Thumps Up was acquired by The
Coca-Cola Company in 1993.
Thumps 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 flavour soft drink in the country.


        Success formula? The sharp fizz and lemony bite combined with the single
        minded positioning of the brand as the ultimate refresher has continuously
        strengthened the brand franchise. Limca energizes refreshes and transforms.
        Drive into the zingy refreshment of Limca and walk away a new person.
        Over the years Fanta has occupied a strong market place and is identified as.
        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 friend.
SPRITE




Worldwide Sprite is ranked as the No. 4 soil drink and is sold in more than
190 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.
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 l.o obey their thirst. Sprite
advertising for has always been memorable with very high recall value,
especially amongst the youth. With popular TV commercials like Lisa Ray,
Aish, Market Research and it's latest take on its competitor –‘l don't want to
Do' Sprite has stood in the minds of youth as "Sprite Bujhaye Only Pyaas,
RakiAll Bakwaas".which has became recognizable around the country.

Sprite is available around the country in 2QOmlp 300ml, 500ml, and 500ml
+ 100ml free, 1.51tr, 21tr, 2,251tt and 330ml cane.
MAAZA




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, Maasa
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"

It is available in SKUs of 200ml RGB, 250ml RGB, 125ml Tetrapak and
200ml Tetrapak
  KINELY WATER




      Water, a thirst quencher that refreshes, a life giving force that washes all the
      toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the
      most basic need of life, the very sustenance of life, a celebration of life
      itself. The importance of water can never be understated. Particularly in a
      nation such as India, where water governs the lives of the millions, is it as
      part of everyday rituals or as the monsoon, which gives iife to the
      subcontinent.
That is why we introduced Kinley with re verse-osmosis along with the latest
technology to ensure the purity of our product. That's why we go through rigorous
testing procedures at each and every location where Kinley is produced.
FANTA




        Fanta - India’s No. 1 orange flavored soft drink
        Launch of the bolder new Fanta now provides a stronger, “Bolder’ taste
         experience to consumers – the youth of today who seek fun and enjoyment in
         everything they do.
        Part of a phased roll out nationally- bolder new Fanta first launched in the key
         southern markets of Tamil Nadu, Karnataka and Andhra Pradesh.
        New innovation in taste – to be made available both in 600 ml, 1.5 liters & 2 liters
         PET and 200 ml & 300 ml Returnable Glass Bottles.

Initiative backed by an intensive consumer activation program, includes airing of TV
commercial featuring Trisha, organizing road shows etc

        Latest integrated marketing communication campaign targets the youth: who
         believe in giving their best, seek fun & enjoyment in everything they do.
        New Fanta campaign has been shot in Bangkok with advanced special effects
         designed in Singapore to give an exciting creative visualization; to be aired both
         in national & regional media.
        Ad campaign has been conceptualized by Titus Upputuru, Creative Director at
         Ogilvy & Mather and directed by Vinil from Foot Candles.
        Renowned Music Director, Sameer Uddin adds fun & excitement to the superhit
         jingle 'Oka Aata Aadinchu' (simply play)
        In addition to leveraging mass media, integrated communication plan to be
         complimented by a range of on the ground initiatives-road shows & contest across
         all the key markets.

       New campaign featuring Super Star & Fanta Brand Ambassador Trisha to be rolled
    out in the 4th week of September, '07
GEORGIA




In the company's journey towards the vision leading the beverage revolution in
India', now even Garam matlab Coca-Cola.... A hot new launch from Coca-Cola
India.

         Georgia, quality tea and coffee       served from state of the art vending
         machines is positioned to tap into the nations biggest beverage category

         Georgia; which promises a great tasting, consistent, hygienic and affordable
         cuppa ie available in a range of 7 sizzling flavours, adrak, elaichi, masala
         and plain tea, cappuccino, mochaccino and regular coffee

         Georgia is currently in the roll out stage after a successful launch in Delhi
         & Kolkata. Georgia aims to become the consumers preferred choice of hot
         leverage when he is on the go- the brand is well on course to achieving its
         vision.
     Minute Maid




Minute Maid - A 62 year success story
The history of the Minute Maid brand goes as far back as 1945 when the Florida
Foods Corporation developed orange juice powder. The company developed a
process that eliminated 80 percent of the water in orange juice, forming a frozen
concentrate that when reconstituted created orange juice. They branded it Minute
Maid, a name connoting the convenience and the ease of preparation (In a
minute). Minute Maid thus moved from a powdered concentrate to the first ever
orange juice from concentrate.

Minute Maid- One of the world's largest juice and juice drink brands

Over the years, through innovations and unmatched consumer experience
provided in over 60 countries, Minute Maid brand has clearly become one of the
world's largest juice and juice drink brands. The launch of Minute Maid Pulpy
Orange in India (starting with the south of the country) is aimed to further extend
the leadership of Coca-Cola in India in the juice drink category.


                                   Available in two PET pack sizes


 400 ml and 1 liters and 1.25 liters.
ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA




           Chief Executive Officer




                                     Vice President Supply Chain




                                        Chief Finance Officer




                                      Human Resource Director




                                         Vice President BSG




                                 Regional Vice President (North)




                                Regional Vice President (Central)

FIGURE 3: ORGANIZATION STRUCTURE IN COCA-COLA, INIDA
      Region Vice
       President

                                     AGM/AOD
                                      Unit 1

                                     AGM/AOD
                                      Unit 2

                                     AGM/AOD
                                      Unit 3

                                     AGM/AOD
                                       Unit4

                                  Region Finance


                              Region Human Resource


                                 Region Customer
                                     Service

                               Region External Affairs


                                 Region Cold Drink


                                    Region Legal


                                    Region BSG


                                      Region
                                 Director/Manager
                                  Market Execution
                    Region Capability            Region Channel
                      Management

FIGURE 4: ORGANIZATION STRUCTURE IN COCA-COLA, INDIA
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN
HCCBPL:



                      AGM/AOD




                       Human                     General
  Plant    Route to   Resource    Finance         Sales
 Manager    Market    Manager     Manager        Manager




                                                                     Area
                            Area Sales                Channel      Capability
                             Manager                  Manager      Manager




                                      Sales                 Marketing        Sales
                                    Executive                               Trainers




                                             Market           Key
                                            Developer       Accounts




                                            Distributors
                                                And
                                             Salesmen




FIGURE 5: ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
MANUFACTURING UNIT OF HCCBPL


The manufacturing unit of HCCBPL, situated at Bidadi, is the third largest plant and one
of the bottling operations owned by the company. The Plant has one PET line which has
the capacity of yielding 209 bottles, per minute, two RGB (Returnable glass bottles) lines
which yields 600 bottles per minute each and one Juice line which yield 155 bottles per
minute. It caters to the whole of South Karnataka through a network of more than 80
distributors. There are three depots in Bangalore; North Depot, East Depot and Mega
Depot.



                                     Manufacturing
                                     Plant, Bidadi




                                       Sales and
                                      Distribution
                                      Operations



           Distributors                                           Outlets




              Outlets


FIGURE 6: CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION
MANUFACTURING PROCESS AT HCCBPL




FIGURE 7: MANUFACTURING PROCESS
The manufacturing of the products of Coca-Cola involves the following steps:


      Water is received from the River Cauvery and it passes through the water
       treatment plant, further passing through the sand filter and the activated carbon
       filter, so as to attain pure cleansed water.


      In the syrup room, the concentrate received from another bottling plant situated
       at Pune, is blended with the sugar syrup


      Once both the water and the final syrup are ready, they are both mixed together
       and sent to the carbonator section where Carbon Dioxide is added to the mixture
       to form the final product.


      On the other hand, simultaneously, the returnable glass bottles are depalletized,
       inspected and washed for the purpose of filling in the final product in it. This step
       does not take place in the PET bottle line as the bottles once used are disposed.
     The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in
      case of PET bottles), labeled and cased in order to be sent into the warehouse
      for distribution.




BUSINESS PLAN MODEL AT HCCBPL



                Coca-Cola India                             Manufactures
               division, Gurgaon                        Concentrate, Beverage
                                                           base and Syrup



               Regional Bottlers                         Manufactures finished
                COBO/FOBO                                Bottles/Cans/Fountain
                                                                 Syrup



                   Customers




                   Consumers


FIGURE 8: BUSINESS PLAN MODEL
          PLACE OR DISTRIBUTION NETWORK

HCCBPL has a wide and well managed network of salesmen appointed for taking up the
responsibility of distribution of products to diverse parts of the cities. The distribution
channels are constructed in such a way that the demand of customers is fulfilled at the
right place and the right time when it is needed by them.


A typical distribution chain at HCCBPL would be:
Production --- Plant Warehouse --- Depot Warehouse --- Distribution
Warehouse --- Retail Stock --- Retail Shelf --- Consumer


The customers of the Company are divided into different categories and different routes,
and every salesman is assigned to one particular route, which is to be followed by him
on a daily basis. A detailed and well organized distribution system contributes to the
efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency
thereby leading to higher profits to the firm.


DISTRIBUTION ROUTES
The various routes formulated by HCCBPL for distribution of products are as follows:


        Key Accounts: The customers in this category collectively contribute a large
         chunk of the total sales of the Company. It basically consists of organizations
         that buy large quantities of a product in one single transaction. The Company
         provides goods to these customers on credit, payments being made by them
         after a certain period of time i.e. either a month of half a month.
         Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.


     Future Consumption: This route consists of outlets of Coca-Cola products,
     wherein a considerable amount of stock is kept in order to use for future
     consumption. The stock does not exhaust within a day or two, instead as and
     when required stocks are stacked up by them so as to avoid shortage or non-
     availability of the product.
     Examples: Departmental stores, Super markets etc.
           Immediate Consumption: The outlets in this route are those which require
            stocks on a daily basis. The stocks of products in these outlets are not stored
            for future use instead, are exhausted on the same day and might run a little
            into the next day i.e. the products are consumed at a fast pace.
            Examples: Small sized bars and restaurants, educational institutions etc.


           General: Under this route, all the outlets that come in a particular area or an
            area along with its neighboring areas are catered to. The consumption period is
            not taken into consideration in this particular route.


DISTRIBUTION SYSTEM


    Direct distribution: In direct distribution, the bottling unit or the bottler
           partner has direct control over the activities of sales, delivery, and merchandising
           and local account management at the store level.


    Indirect distribution: In indirect distribution, an organization which is not part
           of the Coca-Cola system has control on one or more of the distribution elements
           (Sales, delivery, merchandising and local account management)


    Merchandising: Merchandising means communication with the consumer at the
           point of purchase to convey product benefit, value and Quality. Sales people and
           delivery personnel both have this responsibility. In certain locations special teams
           who go into business locations to specifically merchandise our products.




DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS


The Distribution process mainly consists of three departments:


          Distribution    Department:      It   appoints   distributors   and   establishes   a
           distribution network, processes approved sale orders and prepares invoices,
           arranges logistics and ship products, co-ordinates with distributors for collections
           and monitors distribution stocks and their set-up.
   Finance Department: It checks credit limits and approves sales orders in
    compliance with the credit policy followed by the firm, records collections from
    distributors, periodically reconciles outstanding balances from distributors,
    obtains balance confirmation from distributors and follows up outstanding
    balances.




   Shipping or Warehousing Department:              It dispatches goods as per
    approved by order, ensures that stocks are dispatched on a FIFO basis, ensures
    physical control over load out area and updates warehouse stock records in a
    timely manner.
.




                 RESEARCH OBJECTIVE


The objective of this project is


      To know the preference pattern of consumers.

      To judge the brand preference among people and to find out the

    impact of advertising.
          The most effective media of sales promotion and gauge consumer's,

        reaction to promotional effort,

          To know the opinion of people about the brand name.

          To assess the brand loyalty among consumers




                  RESEARCH METHODOLOGY



RESEARCH DESIGN.
      The objective of the problem is the main focus of research design and to

      ensure that data collected is relevant to the objectives. The right source of

      data collection, sampling and data trimming is pivotal to the research. The

      design is descriptive in nature.

SAMPLING

      Sampling involves procedures that use a small number of parts of the

      population to make conclusion regarding the whole population.

Sampling Method            :       Non    Probability    Sampling     (Convenient

      Sampling)

Sample Size                :       100

Sample Unit                :       Consumer

Geographical Location      :       Dehradun.




ROLE OF MARKET RESEARCH
"Market research is defined as the systematic and objective search for and
analysis of information relevant to the identification and solution of any
problem in field of marketing.

As per American Marketing Association (AMA) Marketing Research is
defined as "the systematic gathering, recording and analyzing data about
problems in the field marketing of goods and services.

Marketing Research is the function which links the consumer, customer,
and the public to the marketer through information used to identify and
define marketing opportunities and problems; generate; refine" and evaluate
marketing actions;     monitor   marketing    performance;    and improve
understanding of marketing as a process-Marketing Research is a
systematic collection and analysis of information that is ultimately used in
evolving some marketing decisions. All the stages in marketing research
must be carried out in a logical manner; it should also ensure objectivity in
every step. Market research must not be a mere collection of statistical
information. One must justify the choice of methodology of data collection
and analysis. And the researcher must not be too pre-occupied with the
techniques, but instead of convey the meaning of the result in marketing
terms even when some advanced sophisticated or advanced tool is used.
Likewise, marketing managers should provide a clear detailed scenario of
the problems faced by the company before the market researcher. They
must not use MR as a fir-fighting device or to justify some preconceived
actions.
THE MARKET RESEARCH PROCESS

      MR exercise may take many forms but systematic enquiry is features
      common to all such forms, being a systematic enquiry, if requires a careful
      planning of the orderly investigation process. Though it is an simplification
      to assumes that all research processes would necessarily follow a given
      sequence. MR often following a generalized pattern, which can be broken
      down and studied sequentially.

Stages in marketing research process

      In the planning and designing a specific research project, it is necessary to
      anticipate the entire step that must he undertaken if the project is to be
      successful in collecting valid and reliable information. The steps of
      marketing research are highlighted in the following diagram.




Defining the problem


      Clear problem definition is of crucial importance in MR as in terms of both
      time and money, it is rightly said, "a problem well defined is half-solved”.
      Careful attention to the problem definition allows the researcher to set the
      proper research objectives, which in turn facilitate relevant and economic
      data collection.
      After clarifying and identifying the research problem with or without
      exploratory research, the research must be formal switchmen of research
      objectives.
      Research objectives may be stated in quantitative or qualitative terms and
      expressed as question statement by hypothesis.




Planning the research design


      Once the research problem had been defined and the objectives decided, the
      research design must be developed. A mallet design is two master plan
      specifying the procedure for collecting and analyzing the needed
      information. It represents the framework for research action. The objectives
      of the study discussed in the previous step are included in the research
      design to ensure that data collected is relevant to the objectives. The
      researcher must at this stage also determine the type source of information
      needed, the data collected methods, the sampling methodology and the data
      timing and possible costs of the research.
           Defining


Statement of research objectives


  Planning a research design

      Planning the sample


      Collecting the data

      Analyzing the data


  Formulation of conclusion


 Prepare and present the report




FIGURE-9 : Market Research Process
SAMPLING

      Although the sampling plans included in the research design, the actual
      sampling is a separate and important sings in the research process.
      Sampling involves procedures that use a small number of terms or parts in
      the population to make conclusion regarding the whole population. The
      first sampling question that needs to you that, he asked that who is to be
      sampled, who is the target population. The next important issue concerns
      the size, how large or small the sample is? Generally speaking, large
      samples give reliable information than the smaller ones, but if probability
      sampling is used, a small proportion of the sample may give reliable
      measures of universe.


Collecting the data


      The data collection process follows by formulation of research design
      including the sample plan. Data, which can be primary or secondary, can
      be collected using variety of tools Observation method and the survey
      method, all of which have their inherent disadvantages, observation
      method and the survey methods, all of which have their inherent
      advantages and disadvantages.

      In marketing research, field survey is commonly used to collect primary
      data from the respondents. Surveys can be
      a) Personal
      b) By mail
      c) Telephone
      It is a common practice to use structured questionnaires prepared in
      advance, to elicit the necessary information from the respondents. Whether
      it is personal or mail survey, it is necessary to design suitable questionnaire,
      conduct a pilot survey and undertake a pre-testing of the questionnaire.
      ‘Pre-testing will enable the researcher to realize the shortcoming his
      questionnaire.

      Secondary data means data that are already available i.e., they refer to data,
      which have already been collected and analyzed by someone else. When
      researcher utilizes secondary data, he has to look into various sources from
      where he can obtain data. Usually published data is available in;




     Various publication of central, state or local government.
     Various publications of international bodies.
     Technical and trade journals.
     Books, magazines and newspapers.
     Reports and publications of various associations connected
      with business and industry, banks, stock exchanges etc.
     Report prepared by research scholars, universities, economist,
      etc. in different fields.
    Public records and statistics, historical documents and other
      Sources of publication information,

 Data analysis & processing

      Data processing begins with the editing of the data and coding process,
      tabulation and drawing inferences. Editing involves inspecting the data
  collection for omission, legibility and consistency in classification. Before
  tabulation, it needs to be classified into meaningful categories. The rules for
  categorizing, recording and transferring the data to data storage media
  called Codes.

  This coding process facilitates the manual or computer tabulation. If the
  computer analysis is being uses, the data can be punched and verified.

  Analyzes coding represent the application of logic to the understanding of
  the data collected about he subject in it’s simplest forms, analysis may be
  determination of this coding process facilitates the manual or computer
  tabulation. If the computer analysis is being uses, the data can be punched
  and verified.

 Analyses coding represent, the application of logic to the understanding of
 the data collected about he subject in it’s simplest forms, analysis may be
 determination of consistent patterns & summarizing of appropriate details.
 The appropriate analytical tool chosen would depend on the problem,
 characteristics of the research designs & the nature of the data gathered.


 FORMULATING      CONCLUSION,                        PREPARING             AND
  PRESENTING THE REPORT

  The final stage in the research process is that of interpreting the information
  and drawing conclusions for use in managerial decisions. The research
  report should effectively communicate the research findings and need not
  necessarily include complicated statements about technical aspects of the
  study and research methods.

  The researchers are required to make both oral and written presentation.
  Since, each project is different, the presentation of each required originality.
 However, the better the earlier steps in the research process have been
 executed, the more likely is that good presentation would result.

 SOME ASPECTS OF MARKETING RESEARCH


  Consumer marketing research specially involves various techniques as the
  attitude measuring scales, the psychographics, the demographics, the
  semantics etc. any consumer marketing research involves in-depth analysis
  of personality and age, income, family, habits etc., as these tend to
  influence the answers of consumers.
                             RESEARCH STUDY
     This chapter deals with the following issues related to research study
           Research Objective
           Research Methodology
           Research Methodology Adopted


RESEARCH OBJECTIVES
    The objective of this project is
 •       To know the preference pattern of consumers.
 •       To judge the brand preference among people and to find out the impact of
         advertising.
 •       The most effective media of sales promotion and gauge consumer's,
         reaction to promotional effort,
 •       To know the opinion of people about the brand name.
 •       To assess the brand loyalty among consumers.


 RESEARCH METHODOLOGY RESEARCH DESIGN

         A research design is a type of blue print prepared depending on the various
         types of the print available for the collection, measurement and analysis of
         data. A research design calls for developing of most efficient plan for
         gathering the needed information. The design of a research is based on the
         purpose of the study.


         A research design is the specification of the methods and procedures for
         acquiring the information needed. It is overall operational pattern or
         framework of the project that stipulates what information is to be collected
         from which source and by what procedures.
TYPES OF RESEARCH
 • Exploratory Research
 •    Descriptive Research

        Marketing practitioners who generally use the term qualitative and
        quantitative instead of exploratory or descriptive do not generally use these
        terms. But the terms quantitative and qualitative suggest the character of the
        data under process by which they are gathered rather than the fundamental
        objective than the research.


Exploratory Study is done to generate new ideas; respondents should be given
sufficient freedom to express themselves. Sometimes a group of respondents is
brought together and a focus group interview is held.
An exploratory study is generally based on the secondary data that are already
available. It does not have a formal and rigid design as a researcher may have to
change the focus or direction, depending on the availability of new ideas and
relationships among variable. This study is in the nature of preliminary
investigation whereas the researcher himself is not sufficiently knowledgeable and
is, therefore unable to frame detailed research questions. The study involves
qualitative research design.

Qualitative Research Design
      If the purpose is to get new ideas then qualitative research may be in order.
        The choice for data collection techniques for the study includes.
• Depth interview- It is a lengthy, non-structured interview between a respondent
     and a highly trained interviewer. Respondent are encouraged to talk freely
     about their activities, attitudes and interests in addition to the product category
     and brand under study.
• Project Technique- It is designed to trap the underlying motives of individual
    despite their unconscious rationalization or efforts at conscious concealment. It
    consists of variety of disguised tests,
• FOCUS Groups- This group consists of 8 to 10 respondents who meet with a
    moderator/ analyst for a group discussion focused on a particular product or
    particular category.


Descriptive Study is under taken in many circumstances. When the researcher is
interested in knowledge the characteristics of certain group such as sex, age,
educational level, occupation and income, interested in knowing the proportion of
given population who have behaved in a particular manner; making the
projections of certain things; or determining the relationship between two or more
variables, descriptive study may be necessary.
Descriptive data are commonly used as directed bases for marketing decisions.
These are well structured. Design in such studies must be rigid and flexible and
focus attention on the following.
• What the study is about and why is it being made?
•   What techniques of gathering data will be adopted?
•   How much material will he needed?
•   Where can the required data be found?
•   Processing and analyzing the data.
• Reporting the findings.


Descriptive research can be done with the help of quantitative research design.
Quantitative research design
      If the descriptive information is needed than research undertaken is
      quantitative. The choice of data collection, techniques for this study
      includes.
•     Observation- By watching people, observational researchers gain a better
      understanding of what a product symbolizes to a consumer, and greater
      insight into the bond between people and products that is essence of brand
      loyalty.
•     Experimentation-It is possible to test the relative sales appeal of many
      types of such variables such as package, prices, promotional offers, or copy
      (homes-through experiments designed to identify causes and effects
•    Surveys if the researcher wishes to ask consumer about their purchase
      preference they do it through survey, which is of three types
          o Personal Interviews: through Correspondents
          o Telephone Surveys: through telephone
          o Mail Surveys; through posts.

      The research design adopted in this study is descriptive research in order to
      produce descriptive information such as purchase pattern & criteria
      decision-making and influenced price perceptions and brand awareness of
      consumers. The survey has conducted through personal interviews,
SAMPLING
      An integral component of research design is the sampling plan.
      Specifically, it address three questions
      •   Whom to Survey (The Sample Unit)
      •   How many to Survey (The Sample Unit)
      • How to select them (The Sample Procedure)
      Making a census study of the entire universe will be impossible on the
      account of limitations of time and money. Hence, sampling becomes
     inevitable. A sample is only a portion of the universe of population.
     According to Yule, a famous statistician, the object of sampling is to get
     maximum information about the parent population with minimum effort.
     Properly done, sampling produces representative data for entire population,


METHODS OF SAMPLING
   Probability Sampling is also known as random sampling or chance
     sampling. Under this sampling design every item of the universe has an
     equal chance, or probability, of being chosen for the sample. This implies
     that the section of the sample items is independent of the persons making
     the study i.e., the sampling operation is controlled objectively so that the
     items will be chosen strictly at random. Probability sampling takes the form
     of
     •       Simple Random Sampling
         • Systematic Sampling
         • Stratified Sampling
         •   Cluster & Area Sampling
         •   Sequential Sampling
         • Multi stage Sampling
   Non Probability Sampling is also known as deliberate sampling, purposive
     and judgmental sampling. Non-probability sampling is those that do not
     provide every item in the universe with a known chance of being included
     in the sample. Non probability sampling are of following type:
• Convenience Sampling
• Quota Sampling
• Judgmental Sampling
• Panel Sampling
     The sampling method used here is Non Probability Sampling in which
     convenience Sampling has been used. The total sample unit is 100
     consumers.


DATA COLLECTION METHOD
     Collection of data is the first step in statistics the goal of conclusion. The
     data collection process follows the formulation of research design including
     the sample plan. Data can be secondary or primary, can be collected using
     variety of tools.
   Collection of Primary Data during the course of doing experiments in a
     experimental research but in case we do research of descriptive type and
     performs surveys, whether sample surveys or census surveys, the we can
     obtain primary data either through observations or through direct
     communications with respondents hi one form or the another or through
     personal interviews. This, in other words, means that there are several
     methods of collecting primary data, particularly in surveys and descriptive
     researches. Important ones are:
      •   Observation method
      • Interview method
      • Through questionnaires
      • Through schedules
      • Warranty cards
      •   Distributor audits
      •   Consumer panels
      •   Using mechanical devices
      • Through projective techniques
      •   Depth interviews
      •   Content analysis
In marketing research, field survey is commonly used to collect primary data from
respondents. Surveys can be
         a) Personal
         b) Mail
         c) Telephonic

It is common practice to use structured questionnaires prepared in advance, to
elicit the necessary from the respondents. Whether it is personal or mail survey, it
is necessary to design suitable questionnaire, conduct a pilot survey and undertake
a presetting of the questionnaire. The pre-testing will enable the researcher to
realize the shortcomings of his questionnaire.


Secondary Data means that data that are already available i.e., they refer to data,
which have already been collected and analyzed by someone else. When
researcher utilizes secondary data, he has to look into various sources from where
he can obtain data. Usually published data is available in
    Various publications of central, state and local government
    Various publications of international bodies
    Technical & trade journals
    Books, magazines, & newspapers
    Reports and publications of various associations connected with business
       and industry, banks, stock exchange etc.
    Report prepared by research scholars, universities, economist, etc., in
       different fields
    Public records and statistics, historical documents and other sources of
       published information,
            DATA ANALYSIS & INTERPRETATIONS

CONSUMER ANALYSIS

  1.      RANK OF BRANDS BY THE CONSUMERS




                        Appy   Safal
                         4%     6%
       Leh-Berry
         10%
                                             Real
                                             47%




            Tropicana
               33%




                   Real                47%
                   Tropicana           33%
                   Leh-Berry           10%
                   Appy                 4%
                   Safal                6%

FINDING 1
AMONG THE TOTAL RESPONDENTS GENERALLY 47% CONSUME THE
REAL AND 33% TROPICANA AND OTHERS 20 % PREFERS LEH-BERRY ,
APPY & SAFAL BRANDS OF FRUIT JUICES.
2.     RANK OF BRAND OF REAL BY THE CONSUMERS THROUGH
       PERCENTAGE ANALYSIS OF CONSUMPTION .


        60
                 50
        50

        40
                                                        30
        30

        20
                                12
        10                                  6
                                                                     2
         0
             Real Orange   Real Grapes     Real      Real Apple    Others
                                         Vegetable



               Real Orange                                   50
               Real Grapes                                   12
               Real Vegetable                                 6
               Real Apple                                    30
               Others                                         2



FINDING 2
     Out of 50% respondents of brand real prefer orange juice , 30% apple juice, 12%
     grapes and 6% vegetable and 3% others.
Q.3   RANK OF BRAND TROPICANA BY CONSUMERS                                   THROUGH
      PERCENTAGE ANALYSIS OF CONSUMPTION .


       45
                40
       40
       35
                                                              30
       30
       25
       20
                               15
       15                                   12
       10
        5                                                                3

        0
             Tropicana      Tropicana    Tropicana         Tropicana   Others
               Orange        Grapes     Tangofusion          Apple




              Tropicana Orange                        40
              Tropicana Grapes                        15
              Tropicana Tangofusion                   12
              Tropicana Apple                         30
              Others                                   3



FINDINGS

      Most of the consumer of the Tropicana prefers Tropicana Orange and Apple Most
      and all other brands of Tropicana are less preferred as shown in the graph.


.
   4.        CONSUMER PREFERENCE ASSOCIATED WITH REAL IN TERMS
             OF ATTRIBUTES.



        35

        30

        25
                                                                 Availability
        20                                                       Indianisation of Brand

        15                                                       Advertising
                                                                 Promotional Activities
        10

        5

        0
             Rank -1     Rank-2     Rank-3     Rank-4

Parameters                Rank -1         Rank-2        Rank-3                  Rank-4
Availability                         31            31                     12              15
Indianisation of Brand               31            24                     21              15
Advertising                          29            23                     26              18
Promotional Activities                8            22                     28              28



   FINDING 4
      OUT OF 100 RESPONDENTS 31% RANKED AVAILABILITY AND
      INDIANSATION OF BRAND, 29% , ADVERTISING AND 8% RANKED
      PROMOTIONAL ACTIVITIES AS FIRST.
   5.       RANKING OF TROPICANA ON FOLLOWING PARAMETERS



 60

 50
                                                                    Popularability
 40                                                                 Packing
                                                                    Fizz
 30
                                                                    Availability
 20                                                                 Taste
                                                                    Life Style
 10

   0
        Rank - Rank-2 Rank-3 Rank-4 Rank-5 Rank-6 Rank-7
          1



                 Rank -1    Rank-2     Rank-3    Rank-4    Rank-5       Rank-6         Rank-7
Popularability         55         25         7         5            5              3            0
Packing                34         49         8         3            5              1            0
Fizz                   56         36         6         1            1   -                       0
Availability           46         42        10         1            1   -                       0
Taste                  46         32        18         4   -            -                       0
Life Style             28         30        20        12            6              4            0

FINDING 5
     OUT OF 100 RESPONDENTS 55%, 34%, 56% , 46%, 46% AND 28%
     RANKED POPULARABILITY, PACKING, FIZZ, AVAILABILITY,
     TASTE AND LIFE STYLE AS FIRST AND 25% , 49%, 36%, 42%, 32%
     AND 30% RANKED AS SECOND RESPECTIVILITY .
6.        RANKING OF Real ON FOLLOWING PARAMETERS



     60

     50
                                                                       Popularability
     40                                                                Packing
                                                                       Fizz
     30
                                                                       Availability
     20                                                                Taste
                                                                       Life Style
     10

     0
          Rank - Rank-2 Rank-3 Rank-4 Rank-5 Rank-6 Rank-7
            1




                  Rank -1    Rank-2     Rank-3     Rank-4     Rank-5       Rank-6       Rank-7
 Popularability         38         36         16         10            0   -                     0
 Packing                30         54         10          6            0   -                     0
 Fizz                   22         50         22          6            0   -                     0
 Availability           37         35         26          2            0   -                     0
 Taste                  26         38         18         14            4   -                     0
 Life Style             26         28         15         11            7         13              0

FINDING 6
     OUT OF 100 RESPONDENTS 38%, 30%, 22% , 37%, 26% AND 26%
     RANKED POPULARABILITY, PACKING, FIZZ, AVAILABILITY,
     TASTE AND LIFE STYLE AS FIRST AND 36% , 54%, 50%, 35%, 38%
     AND 28% RANKED AS SECOND RESPECTIVILITY .
7.         FACTORS CONSUMER PREFER FOR SELECTING A FRUIT JUICE


         14
         12
                                                                         Point - 5
         10
                                                                         Point -4
           8
                                                                         Point -3
           6
                                                                         Point -2
           4
                                                                         Point -1
           2
           0
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 Factors          Point - 5     Point -4       Point -3       Point -2        Point -1
 More Poplar               13           6                 1   -               -
 Taste                      8          11                 1   -               -
 Influence                 10           5                 3               2   -
 Personality
 fits             -                        8              9               3   -
 Avability                12               5              3   -               -
 Promotions                8               7              3               2   -
 Natural
 Content          -                        2              3              13           2
 Like Bottles     -                        4              3               3          10



Finding – 7
Out of 100 respondents, 13 retailers give maximum 5 point to more popular & 8,10,12,8
Give 5 point to taste influence, availability promotion respectively . and 6,11,5,8,7,2,4
retailers give 4 point to more popular, taste, influence, personality fits, availability,
promotions, Fizz likes bottles respectively.
  8. SATISFICATION FACTORS RANKING FOR REAL


       14
       12                                                                                                        POINT-5
       10                                                                                                        POINT-4
        8
                                                                                                                 POINT-3
        6
        4                                                                                                        POINT-2
        2                                                                                                        POINT-1
        0




                                              PROMOTIONAL
            CREDIT




                                                                                                     ADVERTING
                                                                                    COMPLAINT
                     DILIVERY




                                                             COMMISSION

                                                                          COMPANY



                                                                                     HANDLING
                                                                          SUPPORT
                                REPLACEMENT
                      TIMELY




                                                ACTIVITIES

       FACTORS                                POINT-5                     POINT-4               POINT-3           POINT-2   POINT-1
       CREDIT                                 1                                                 10                4         5
       TIMELY                                 8                           12
       DELIVERY
       REPLACEMENT                            3                           9                     6                 1         1
       PROMOTIONAL                            7                           11                    1                           1
       ACTIVITIES
       COMMISSION                             2                           2                     11                3         2
       COMPANY                                4                           9                     5                           2
       SUPPORT
       COMPANY                                1                           11                    6                 1         1
       HANDLING
       ADVERTISING                            8                           9                     2                           1


FINDING 8

     OUT OF 100 RESPONDENTS, 1,8,3,7,2,4,1,8 RESPONDENTS GIVE 5 POINT
     TO CREDIT TIMELY DELIVERY, RELPALACEMENT , PROMOTIONAL
     ACTIVITEIS, COMMISIONS, COMPANY SUPPORT COMPLAINT
     HANDELINGS AND ADVERTISING RESPECTIVELY.
     AND 12,9,11,2,9,11,9 RESPONDENTS GIVES 4 POINT TO TIMELY
     DELIVERY, REPLACEMENT, PROMOTIONAL ACTIVITIES, COMISSIONS
     COMPANY SUPPORT, COMPLAINT HANDLINGS AND ADVERTISING
     RESPECTIVELY.
9    SATISFICATION FACTORS RANKING FOR TROPICANA.


       16
       14                                                                                                            POINT-5
       12                                                                                                            POINT-4
       10
        8                                                                                                            POINT-3
        6
        4                                                                                                            POINT-2
        2                                                                                                            POINT-1
        0




                                                  PROMOTIONAL
            CREDIT




                                                                                                         ADVERTING
                                                                                        COMPLAINT
                     DILIVERY




                                                                 COMMISSION

                                                                              COMPANY



                                                                                         HANDLING
                                                                              SUPPORT
                                REPLACEMENT
                      TIMELY




                                                    ACTIVITIES

    FACTORS                                   POINT-5                         POINT-4               POINT-3           POINT-2   POINT-1
    CREDIT                                    1                                                     11                5         3
    TIMELY DELIVERY                           4                               14                                      2
    REPLACEMENT                               1                               10                    6                 3
    PROMOTIONAL                               7                               4                     6                 3
    ACTIVITIES
    COMMISSION                                2                               2                     12                2         2
    COMPANY SUPPORT                           3                               8                     6                 3
    COMPANY                                                                   10                    7                 2         1
    HANDLING
    ADVERTISING                               4                               14                    1                           1

FINDING 9
     OUT OF 100 RESPONDENTS, 1,4,1,7,2,3,4 RESPONDENTS GIVE 5
     POINT TO TIMELY DELIVERY, RELPALACEMENT , PROMOTIONAL
     ACTIVITEIS, COMMISIONS, COMPANY SUPPORT COMPLAINT
     HANDELINGS         AND  ADVERTISING   RESPECTIVELY.   AND
     14,10,4,2,8,10,14 RESPONDENTS GIVES 4 POINT TO TIMELY
     DELIVERY,        REPLACEMENT,   PROMOTIONAL    ACTIVITIES,
     COMISSIONS COMPANY SUPPORT, COMPLAINT HANDLINGS AND
     ADVERTISING RESPECTIVELY.
10   AFFECT OF PEOMOTIONAL SCHEMES ON SALES OF REVIVAL
     BRAND

              EFFECT OF PROMOTIONAL SCHEMES ON
                    SALE OF REVIVAL BRAND




                                                 YES
                                                 NO




     EFFECT                     PERCENTAGE
     YES                        57
     NO                         43

FINDING 10

     PROMOTION LARGELY AFFECTS THE SALES.
                                  QUESTIONNAIRE

Q.1    Name of Brand prefer by the consumer
       (a) Tropicana      (b) Real          (c) Leh Berry
       (d) Appy           (e)Safal

Q.2    Name of brand’s flavour of real by the consumer through percentage
       analysis of consumption .
       (a) Real orange     (b) Real grapes (c) Real vegetables
       (d) Real Apples     (d) Others.

Q.3    Name of brand’s flavour Tropicana by consumer through percentage
       analysis of consumption.
       (a) Tropicana Orange             (b) Tropicana Grapes
       (c) Tropicana Tangofusion (d) Tropicana Apples      (e) Others.

Q.4     Consume preferences associated with real in terms of attributes.
Parameters                        Rank -1        Rank-2          Rank-3        Rank-4
Availability
Indianisation of Brand
Advertising
Promotional Activities

Q.5    Ranking of Tropicana on following parameters.

                     Rank -1         Rank-2    Rank-3       Rank-4        Rank-5   Rank-6   Rank-7
Popularability
Packing
Fizz
Availability
Taste
Life Style

Q.6    Ranking of Real on following parameters.
               Rank -1   Rank-2     Rank-3    Rank-4    Rank-5     Rank-6     Rank-7
Popularity
Packing
Fizz
Availability
Taste
Life Style

Q.7    Factor consumer refer for selecting a fruit juice
Factors                                   Point - 5   Point -4   Point -3     Point -2    Point -1
More Poplar
Taste
Influence
Personality fits
Availability
Promotions
Natural Content
Like Bottles

Q.8    Satisfaction factor ranking for real
             FACTORS              POINT-5     POINT-4       POINT-3         POINT-2      POINT-1
             CREDIT
             TIMELY
             DELIVERY
             REPLACEMENT
             PROMOTIONAL
             ACTIVITIES
             COMMISSION
             COMPANY
             SUPPORT
             COMPANY
             HANDLING
             ADVERTISING

Q.9    Satisfaction factor ranking for Tropicana
             FACTORS              POINT-5     POINT-4       POINT-3         POINT-2      POINT-1
             CREDIT
             TIMELY
             DELIVERY
             REPLACEMENT
             PROMOTIONAL
             ACTIVITIES
             COMMISSION
             COMPANY
             SUPPORT
             COMPANY
             HANDLING
             ADVERTISING

Q.10 Affect o n promotional scheme on sales revival brand .

       (a)         Yes      (b)    No
                              FINDINGS

1 Among brands of fruit juice REAL is largely favoured. TROPICANA too

   score over its sibling brands.

2 Availability and localization of brands is given preference by consumers.

3 REAL is preferred for its natural contents, popularity and availability.

4 Tropicana is preferred for availability and localization factors.

5 The consumer prefer a particular brand for its taste, popularity and

   availability.
                             CONCLUSION
After summing up all the fact and finding of the activities made during

development of my project report.

1.    There are 47% people who are generally consume real fruit juice.

2.    The consumer of brand real prefer orange juice, apple juice , grapes juice

      and vegetable juice.

3.    The most of consumer of the Tropicana prefers Tropicana orange juice and

      apple juice.

4.    Real is preferred for availability , Indianisation of brand and advertising.

5.    Real is preferred for availability and life style.

6.    Consumers are preferred fruit juices due to taste influence, availability and

      promotion.
7.     Real prefer for its timely delivery, credit, replacement, promotional

       activities.

8.      Promotion play key role in sales of fruit juices.




                               SUGGESSTIONS



     1 Promotional campaigns have to be directed both to retailers and

        consumers.

     2 Brands must deliver better tastes and more varied flavours, like a brand to

        celebrity so as to position it as per the expectations of consumers.

     3 Companies should be committed towards creating strong marketing

        networks.

     4 A more focused and sincere effort is required to promote 1-2 liters bottles

        or tetra packs
                      LIMITATIONS
 The survey was done in Dehradun, therefore the result show the market
  position of Dehradun only but results cannot be considered as
  representative of whole of Dehradun,

 The sample size of Dehradun region taken was small, therefore it cannot
  be said that the chosen sample is not the representative of the whole
  population and this hindered quantitative research.

 Respondents may not have been true in answering various questions and
  may be biased to certain other questions.


 The sampling procedure used being the convenient sampling the analysis
  and findings would lack accuracy.

 The sample size is not very large owing to time constraint. This may cause
  inaccuracy.
 There is a chance that respondent may be biased in terms of purchased
  preference, patterns and attitudes.

								
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