“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 ce nt r om ty e ns es s a st f it ili te en pl io ttl Ta ab on Po it y ot Bo flu Av al lC In e ke on or ra Pr Li rs M tu Pe Na 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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