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A PROJECT REPORT ON AN ANALYTICAL STUDY OF THE BRAND PROMOTION AND BRAND EQUITY

Submitted in the Partial Fulfillment Of the Two Years Fulltime PGDM (2008 -201

SUBMITTED BY: PROJECT GUIDE BY: MR.HARRY CHINMAY BISWAL MS.ROMONA


ROLL NO- 130 PGDM SEC-C

NEW DELHI INSTITUTE OF MANAGEMENT

60-61, Tuglakabad Institutional Area

ACKNOWLEDGEMENT
I take this opportunity to extend my gratitude to special thanks to mr Harry and miss Romona from 360degree, for his invaluable guidance and support to my project. Without his explicit help it would not have been possible for me to present this report. I am also very thankful to all the officials of Coca Cola Delhi, who gave me their valuable time from their hectic schedule. I would also like to thank 360degree staff for all the co-operation and help they have given to me in collecting all the related information. Lastly, I take this opportunity of acknowledging my indebt ness to my respondents who devoted their valuable time for filling the questionnaire.

CONTENTS
i. ii. iii. Certificate Acknowledgement Preface

1. Executive Summary 2. Introduction Brand Equity --Brand Equity of coca-cola 3. Research Study Research Objectives Research Methodology 4. Coca-Cola Introduction Coca Cola In India Marketing strategies 5 polices of coca cola products ,Product profile Finding and analysis Conclusion. Recommendation. BIblography.
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PREFACE
The power of brand names is not restricted to consumer markets. In fact, brand equity may be more important in industrial goods markets than in consumer marketing. Brand name awareness often is pivotal in being considered by an industrial buyers. Further, after analysis, many industrial purchase alternatives tend to be toss ups. The decisive factor then can then upon what a brand means to be a buyer. Brand equity is one of the hottest topics today. The growing interest is reflected in the proliferating articles, and press attention on branding. Another indicator is the experimentation with different organizational forms in order to better enhance and protect brand equity. One of the best examples of brand equity is in the soft drink industry. Without a brand name and all of the marketing dollars that have gone into it, Coca-Cola would be nothing more than flavoured water. Due to the companys long term marketing efforts and protects, enhancement and nurturing of their brand name, coke is one of the most recognizable brands in the world.

Coke, set foot in India with a turnover of $ 16 billion. Their total investment in India was Rs. 250 core. Coco cola is all set to pump $ 800 to further strengthen its position as market leader in massive India soft drink market. This amount would be invested over a period of 6-7 years. Coke is mainly a franchisee driven operation with Co. supplying its soft

drinks concentration, that secret position its bottles around the world. Cole is thinking big and wants to be selling 1 billion cases (1 case=24 bottles) in 10 years. How high this target is can be gauged from the fact that his is the figure that the entire industry is expected to achieve by the year 2005. Coke commands approximately 62 franchises massing more than rupees 150 cores of investment in India. Coca-cola was invented by pharmacist john stitch Palmertons in 1886 AD frank M Robinsons it coca-cola .Coca cola first bottling plant was opened in Chattanooga. The company broadened its horizons when Robert Woodruff acquired the company for $25 million in 1919, he began by upgrading bottling operations, brought in innovations like a six bottle carry home carton and then upped advertising support Coca colas thousand cases accompanied us Olympic team in 1928.By the 1950 colas was daily consumption item in 1960s company introduced fanta, orange flavored drink. The company brought minute maid corp. .Which in 1967 was combined with demeans foods to pave the way for coca for cola foods in 1961 sprite a lemon or lime drink was launched in the US in 1975 Georgia canned coffee in Japan and 1982 cherry coke new cherry flavored cola was launched .In 1991 coke split up its $ 200 million Rs. 700 cr. Ad account between Mr. Can Erickson and creative artist agency.

In 1991 the company invaded new markets. One was ready to drink iced tea. Which it entered via joint venture with nestle (brand Nestea) another was for sport Drink it launched power add to attacks Gatorade from Quarter Oats. Today worldwide webs of local bottles supplying coke over two millionretail outlets constitute the companys backbone. The US accounts 30% of the companies business with more than 194 other countries making up the bilk coca-cola foods is chiefly into juices under the label minute maid and HI-C , it has just entered non-carbonated tropical fruit teas with Fruitopia. The company has tried its hand at root bear with rambling and Barqs. In 1993 re-entered India after 17 years by striking $ 40 million deal with parley. Exports and its aiming to raise the countrys pathetically low per capita consumption ( 0.6 liters a year comparison with US 83.5 liters).Making a successful $ 3.6 million bit for being the official drink for the wills cup cricket. Coke the market leader in India soft drink market is facing the Pepsis challenge through innovations in the market place so in the wake of market station coke is in the process of launching fountain coke. The project was pre launch market exercise for fountain coke to take advantages of opportunities present in the market and to minimize threats, and to understand , monitor and adopts to the changing environment to take an edge over other competitors Agra sales and marketing services(p) Ltd had chosen Agra for this project for the market analysis. Survey of retailers and consumers was done and stratified sampling and convenience sampling was adopted.
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EXECUTIVE SUMMARY
The research conducted was descriptive in nature. Delhi segment was surveyed to attain certain results. The survey was conducted to analyse (cut awareness for various brand of colas) available in market, to find out how much customer brand loyal, find out the factors which would influence the buying decision of the customer. With these objective in mind, a survey was conducted in the Delhi region. Questionnaire method was used along with some interviews obtain the required into. Conneniant sampling was used as the mode of conducting the survey. Care was taken that the respondents were as diversified as possible with all the regions being given equal neightage? Also it was answered that people from various professions of age, sex, occupation, zone, status, etc. After the survey was complete the data was first sorted, then analysed on the chosen parameters. This analysed data later converted into form of graphs such as pie charts, bar graphs, etc. this was to make results easily comprehensible by anyone going through the report. This also made it easy to draw conclusions based on the research and provide a presentable format of the report. The important findings are: 1. 2. Among the Colas, Coca-Cola is more popular than Pepsi While making purchase decision the customer is most sensitive to the brand name, followed by quality by brand name customer mean a reputed company having goodwill like Coca-Cola.

3. 4.

Most of the outlets visited were multi-branded Among the total dealers covered maximum dealers were stocking Pepsi, followed by Coca Cola and Thumps-Up

5.

According to most of the customer they prefer Pepsi followed by Coca-Cola over the brands.

6.

According to most dealers and consumers both Pepsi and Coca-Cola are hottest selling brand, followed by Thumps-Up, Fanta etc. clearly holding more than 59% of sales in the market.

7.

Most of the dealers dont face any complaints from consumers in any brand.

8. 9.

Most of the dealers get 100% replacement Most of the dealers have an average sales of 50 to 100 units every month at the outlets.

10. Sale is increasing because of the fact that the outlets were multi branded due to better quality and customer demand.

INTRODUCTION OF BRAND EQUITY


Brand equity is a set of brand assets & liabilities linked to a brand, its name & symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers. For assets or liabilities to underlie brand equity they must be linked to the name and/or symbol of the brand. if the brands name or symbol should change, some or all of the assets or liabilities could be affected & even lost, although some might be shifted to a new name & symbol. The assets & liabilities on which brand equity is based will differ from context to context. However, they can be usefully grouped into five categories: 1Brand loyalty: For any business it is expensive to gain new customers & relatively inexpensive to keep existing ones, especially when the existing customers are satisfied with even like the brand. in fact, in many markets there is substantial inertia among customers even if there are very low switching costs & low customer commitment to the existing brand. Thus, an installed customer base has the customer acquisition investment largely in its past. Further, at least some existing customers provide brand exposure & reassurance to new customers.

1. Awareness of the brand name & symbols: People will often buy a familiar brand because they are comfortable with the familiar. Or there may be an assumption that a brand that is familiar is probably reliable, in business to stay, & of reasonable quality. A recognized brand will thus often be selected over an unknown brand. The awareness factor is particularly important in contexts in which the brand must first enter the consideration set it must be one of the brands that are evaluated. An unknown brand usually has little chance. 2. perceived quality: A brand will have associated with it a perception of overall quality not necessarily based on a knowledge of detailed specifications. the quality perception may take on somewhat different forms for different types of industries. however, it will always be a measurable, important brand characteristics. Perceived quality will directly influence purchase decisions & brand loyalty, especially when a buyer is not motivated or able to conduct a detailed analysis. it can also support a premium price which, in turn, can create gross margin that can be reinvested in brand equity. further, perceived quality can be the basis for a brand extension. if a brand is well regarded in one context, the assumption will be it will have high quality in a related context. 3. Brand associations in addition to perceived quality: The intangible value associated with a product that can not be accounted for by price or features. it is not the physical features that drive demand for their products, but the marketing image that has been created. buyers

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are willing to pay extremely high price premiums over lesser known brands which may offer the same, or better, product quality & features. 4. Other proprietary brand assets patents, trademarks, channel relationships, etc.: Brand assets will be most valuable if they inhibit or prevent competitors from eroding a customer base & loyalty. These assets can take several forms. for example, a trademark will protect brand equity from competitors ho might want to confuse customers by using a similar name, symbol, or package. a patent, if strong & relevant to customer choice, can prevent direct competition. a distribution channel can be controlled by a brand because of a history of brand performance. The overall description of brand equity incorporates the ability to provide added value to the companys products & services. This added value can be used to your companys advantage to charge price premiums, lower marketing costs & offer greater opportunities for customers purchase. A badly mismanaged brand can actually have negative brand equity; meaning that potential customers have such low perceptions of the brand that they prescribe less value to the product than they would objectively assessed all its attributes/features.

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BRAND EQUITY OF COCA-COLA

Coca-Cola has built brand equity for decades among consumers. The value of how people (consumers, distributors and sale people) think and feel about Coca-Cola relative to its competition one a period of time, the company initially identify the present equity and the factors that name a significant impact on it. The brand equity is divided mainly into. Market Content When Coke returned to India (after being showed the door by Janata Government in 1977), it tried using nostalgia as the communication peg much of its advertising, was devised at the coke consumer of yester year. However, this did not cut much ice. After poking around in the dark for quite a while, coke finally figured the younger generation which was totally taken in by Pepsis irreverence. The Coca-Cola company tracked the target age group (15 to 25 yrs) though targeted at the youth, its appeal is nearly universal. Target market is defined as people whom the brands wants to actively target. The brand had a target market when it was launched and now is used widely within the category. However, it appealed only to the target consume but by following this strategy, reaped rich dividends over time. Brand Equity Indicators

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To examine current brand equity, the following is a list of indicators used: 1. Brand Awareness It is the ability of a potential buyer to recognize or a recall (as a brand as a product class) and top of mind (the first recalled). Coca Cola get name exposure when the its name is attached to additional products which are advertised, displayed and used. 2. Brand Association A brand association is anything linked in memory to brand. Coca-Cola is its target market is associated to Cool (Thanda), refreshing drink. The pictures of bottles of Coca-Cola with the words It is the real thing illustrate a strategy which Coca-Cola relayed. 3. Name, Symbol and Slogan Coca-Cola, which name itself is protected, thanks to vigorous efforts by the firm. However, they were not able to prevent the use of the cola term, which describes a drink using the Kola markets extract. Thus we have pepsi-cola and among many other RC-Cola. For Coca-Coal, the cans and bottles are key symbols. The core identity elements the red color, the dynamic curve, the vertical lettering and the dual brand identifies of coke and Coca-Cola were eroded during the mid 1980s with the introduction of new varieties including caffeine free drinks (which had a gold package). A review

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resulted in a more cohesive set design which differentiated the products while still providing more impact on the shelf. There were also some subtle changes in the script that served to help achieve the twin goals of preserving the heritage and distinctiveness of Coca-Cola while legitimatising the brevity and contemporary impact of Coke,. 4. Brand Extension Brand Extension, the use of a brand name established in one product class to enter another product class. A extension that is far removed from the original from the original product (Coca-Cola) has the advantage that attributes such as taste cannot be transferred. Thus, where Coca-Cola orange juice would not work, Coca-Cola sweat shirts are acceptable. Tab flavours, such as ginger ale and root beer, were an idea mat made sense when tab was Coca-Colas diet drink entry and they wanted to compete in other flavor categories. The concept failed, in part because substantial segments fell that tab had a disagreeable taste, it was basically perceived as low quality by large parts of the market. 5. Brand loyalty - The efforts of Coca-Cola to popularize new coke. The large and loyal group of real coke was rebelled. They (even those who couldnt tell the difference between new coke, old coke and Pepsi in bind taste tests) wanted their product back and they ultimately carried the day: The withdrawn original coke formula reappeared although this time it was forced to bear dubiously distinctive name coke classic.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Methodology of doing this project study includes both exploratory research tools and descriptive research effort. Exploratory research tools includes the following activities. Secondary Data: Collect is a data which s readily available with authenticated information published in magazines, newspapers etc. the
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relevant and sufficient secondary data will be collected which will essentially from the framework of this project study. Sampling decisions is one of the most important aspect in collection of primary data. A detailed sampling plans has been chalked out for the collection of primary data which is as follows: For the collect of primary data in Delhi, the entire Delhi is divided into five zones as east, west, north and south central Delhi. For proper representative of Delhi market in this project, sufficient no of represent will be selected from each of these parts. The criteria of selection of respondents will be as follows: 1 Dealers - Vendors/retailers 1 Consumers Focus of discussions: Considering the above criteria of seldem of ultimate consumers or prospects, focused group discussions will be carried out in

Delhi with a view of having free flow discussion on the objectives of this project study (research), through a moderator. In-depth interview As indepth interview forms an important part of called or primary data so a special focus will be given to this aspect also. Indepth interview ill include the interview of executives of some of the major players in credit cards market. Questionnaire keeping in view of the research objectives questionnaire are made for each category of respondents. 1Consumers/Customers 1Vendors/Dealers
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Field work: Field will be done on the basis of all five zones in Delhi i.e. West, East, North, South and Central Delhi. Analysis Analysis of respondent would be provided on the basis of primary and secondary data collected Conclusion on the basis of analysis, conclusions will be made. Recommendation respondent will be furnished on the basis of research findings Presentation A synchronized presentation on the completion project will be given.

Methodology of Research

STUDY OF COCA COLA COMPANY

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STUDY OF THE MARKET SURVEY A COMPARISON BETWEEN SPRITE AND DEW

STUDY OF COKE PRODUCT

SECONDARY DATA 1. LIBRARY 2. BOOKS 3. PROJECT REPORT

DATA COLLECTION

PRIMARY DATA 1. SURVEY 2. PERSONAL INTERVIE W 3. TARGETIN G COKE

DATA ANALYSIS

OUTCOME OF THE ANALYSIS

BUILD APPROPRIATE INFORMATION AND CONCLUSION

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SUBMISSION ON PROJECT REPORT

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem involving a study of various steps that are generally adopted by a researcher in study his research problem, alone with the logic behind it.

This includes:
Defending the research problem Sampling design Research design Method of data collection Analysis & interpretation

DEFINING THE RESEARCH PROBLEM:


Problem under the study was finding out the comparative study of coke brand preference, packaging & quantity in Agra Market.

SAMPLING DESIGN:
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Probability sampling design i.e. random sampling was adopted as a definite plan for obtaining a sample from the population. The selection technique was a stratified random sapling, restricted probability sampling. The satisfied random sampling included homogeneous sub population group i.e. five market starts in the Agra city with an equal sample size of 100 areas from each of these stratas.

NOTE:-Proportional Allocation Under Which, The Sizes Of The Samples From The Different Strates Are Kept Proportional Of The Sizes Of Strata, Is Not Done, Since Here The Purpose Of The Study Basically Happens To Be A Comparison Of The Differences Among The Strates Regarding The Market Position And Consumers Reach.

RESEARCH DESIGN:

An Overall Rigid descriptive research design has been used focusing attention onFormulation of objectives of the study Designing method for the data collection Selection the sample size Collecting the data

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Processing and analysis of the data Reporting the finding.

METHOD OF DATA COLLECTION:


Primary data was originally collected by means of well framed questionnaire i.e. Consumers questionnaire with relevant questions typed in a definite order to have probe into the respondents for questionnaires were selected strictly from the Delhi city.

ANALYSIS & INTERPRETATION:


Applying the relevant statistical tools did the analysis and interpretation of the findings

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RESEARCH STUDY RESEARCH OBJECTIVES


To identify the equity of the brand, Coca-cola. To illustrate the factors that has a significant impact on equity of brand, Coca-cola. To evaluate, if brand equity vary across customers. To analyze, the impacts in the promotional strategies have on consumers from the company. To analyze, the impacts in the strategies from the consumers point of view

Introduction
Coca Cola was inverted and first marketed in 1886. it was named after the Coca-Leanes and Kola nuts, John pemberton used to make it. Coca Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, market and distribution of non alcoholic beverages in the world.

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Company profile
The company broadened its horizons when Robert woodruff. The son of a banker who had acquired the company for $ 25 million in 1919. Assumed charge in 1923 .He began by upgrading bottling operations, bought in innovations like a six-bottle carry home carton, and upped advertising support .It was under woodruff that the brand, known affectionately as coke by now, associates itself with the sports. A thousand cases of Coca-Cola accompanied the US Olympic team to the 1928 summer Olympic in Amsterdam. By the Second World War the company ensured that every American soldier had access to five-cone Coca-Cola bottle. As the US forces proceeded to liberate continental Europe from Nazi menace, coca Cola entrenched it self both at Horne and overseas as a symbol of American success. Since then, coke seems to have accompanied America to the top of the worlds economic and political order. Woodruff initiated the companys commitment 5 the organized global expansion building 64 overseas-bottling plants during the war. By the 1950s colas was a daily consumption item, stored in households fridges, which persuaded coca-cola to bring out the drink in bottles of big size. As the time went by the company brought out some new aerated drink. The first one, Fanta, appeared on shelves in 1960 .Its birth was an accident. The companys Germans arms, in an attempt to produce Coca-Cola with out some key ingredients, turned out an orange flavored drink instead.

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Its on growth welcomed it. While Fanta was being rolled out, the company bought there way for Coca-cola food. Several beverage followed the most notable being sprite a lemon lime developed in the late 1951s and formally launched in the US in 1961 .TAB a one calorie cola 1963and frescos , low calorie citrus drink in 1966 .By the decade and coca-cola drinks were selling in aluminum cans too. In 1975 , the company launched Georgia canned coffee in Japan, Back in the US, it dabbled in the wins market between 1977 and 1983 only non-cola products headed for the big time. In 1982 the company launched what is now considered among the worlds successful brand extensions Diet Coke. The idea was to retain the loyalty of the health conscious drinker who loved the taste but hated the calories. After this, it came out with caffeine free versions of its main drinks. Yet In the US the company kept losing ground to Pepsi. In 1985, it pioneered a new cheery flavored colon cherry coke this year is netter remembered for new coke, a launched was aimed at tackling its archival. Cokes marketing team was convinced that pepsi charm with them out lay in its sweeter taste. Considering that coke had grater brand equity, it seemed fair to assume that reformulated, sweeter cola would smash Pepsi challenge. Coca-Cola invited over 1.9 lacks statistically selected Americans for blind taste to make a comparative analysis of the new formula Visa the original The new one got an overwhelming response.

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With out a second through the company replaced coke with new coke. How are when placed on shelves, it did not budget. On wide spread protest. Classic coke had been recalled. New coke (or Coke II) has been recorded as marketing blunder of epic proportions. The company did not realize that cokes value had transcended the physical attribute of taste. The brand through of tampering with coke hurt the consumers feelings. The good news that the massive show of support for coke helped the brand reverse its market share loosed to Pepsi a reasons why some observes say that entire thing was actually just a poly to whip up a real thing mania.

A truly domed experiment was Break Mate, a Coke-dispersive matching launched in 1988 that was supposed to offer the drink at a lower per sup cost. But the company miscalculated the cost of machine and Break Mate flopped. In 1991 Coke decided to get more creative advertising. Part of the objective was to over turn the common belief that pepsi was more imaginative in its approach to the consumer. So coke split up its $ 200 million (Rs 700 cores) as accounts between Mc cann Erickson, which had been on its since 1955, and creative Artist Agency (CAA). Hollywood setup. While Mc cans campaigns concentrated on other the freshness or originality of the drink, CAAs were of beat instead of regular sultry images. it came up with a coke living polar bear. But Coca-Cola was getting jittery about the future. The share of cola in the US soft drink market had fallen from peak of 633.6 percent in 1984 to 60.4
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percent in 1991. To safeguard it self the company invaded several new markets. One was the market ready to drink iced tea, which it entered via a joint venture with Nestle (brand Nestea)in 1992 another was that for sport drinks, where it launched power ,where it launched Power ad to attack Gatorades, from Quarter Oats. In recant years, the company has fight a host of private label drinks across the US the rise of which leads many to believe that the days of the great Brand are numbered. Coke disputes such thinking saying that faceless entities, how are cheap or taste cannot match the more than 194 other countries making up the bulk. The company has about hundred in its portfolio, but coke, Fantail and sprite account for almost all its sales. In 1994, the real thing coke sold over billion liters. For the taste of it; Diet Coke, along with Coca Cola light, sold 8.5 liters, which makes it the worlds third largest selling drink after regular Coke and pepsi. In 1994 Fanta and sprite, the two non cola drinks, sold over 6.5 billion liters each, while sprite is aimed at the independent youngest who doesnt care what other drink (the ad line; Obey your thirst) Fanta has adopted characters. Which vary from region to region-to play on the fun theme.

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COCA-COLA IN INDIA

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VISION OF COCA-COLA

Provide exceptional strategic leadership in the Coca-Cola India System resulting in consumer and customer preference and loyalty through CocaColas commitment to them, and in a highly profitable Coca-cola corporate branded beverage system.

MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase the shareowners value over time. The company accomplishes the mission by customers through a worldwide system of superior brands and services, thus increasing brand equity on a globe basis.

Mission of the Coca-cola India Create consumer products, products, services and communications customers service and bottling system strategy process and tools in tools in order to create competitive advantage and deliver superior value to ;-

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Consumers as a superior beverage experience Consumers as an opportunity to grow profits through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and volume . TCCC as trademark enhancement and positive economic value added. India society in the form of a contribution to economic and social development.

Coca-cola in india
After a 16-year absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment.

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During the past decade, the Coca-Cola system has invested more than US$1 billion in India. As such Coca-Cola is one of the countrys top international investors. In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations. Coca-Cola business system directly employs approximately 6,000 local people in India In India, we indirectly create employment for more than 125,000 people in related industries through our vast procurement, supply and distribution system Virtually all the goods and services required to produce and market CocaCola locally are made in India. The Coca-Cola system in India comprises 27 wholly-owned companyowned bottling operations and another 17 franchisee-owned bottling operations A network of 29 contract-packers also manufactures a range of products for the Company The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts

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The Coca-Cola business system directly employs approximately 10,000 local people in India. In addition, several independent studies have documented that, by providing opportunities for local enterprises, the CocaCola business also generates a significant employment multiplier effect. In India, we indirectly create employment for more than 125,000 people in related industries through our vast procurement, supply and distribution syste

BIRTH OF A REGERESHING IDEA : COCA-COLA


John Smyth permberton a pharmacist had discover the Coca-Cola flavor in the year 1886. Caramel colored syrup the ingredient of the worlds favorite drink.

THE TERM:COCA-COLA FRANK m Robinson contributing to the history value of Palmerton section named the Carmel colored syrup as Coca-Cola penning down those letters in a style that was to become the highest valued trademark on earth.
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The red on white flow is thus a familiar sight in more than 195 countries further Robert Woodruff coined the term Coke.

QUALITY
COCA-COLA considers the consistent high quality of our beverages to be one of our business primary assets. In India, as in each country where we produce our beverages, the Coca-Cola system adheres not only to national laws on food processing and labeling, but also to our own strict standards for exceptional quality. In everything we do, from the selection of ingredients to the production of our beverages and their delivery to the marketplace, we use our specialized quality management system, The Coca-Cola Quality System, to ensure that we are offering consumers only the highest quality products. We monitor our success through our customer and consumer feedback and our in-trade monitoring programmes, and this information enables us to continuously improve our already demanding systems 28TH January 1997 saw the launch of QA 2000 in India as novel and interesting conference at Leela Kempenski, Mumbai and Attended by over 150 delegates from bottling operation of the Coca-cola system in India. The speaker put fourth the three quality principal of QA 2000, to ensure that the Cocacola company. Is the symbol of quality around the world? Delivers continued customer and consumer satisfaction. Operated as a responsible corporate citizen. Peter Adam Director Technical, Coca-Cola India, unveiled the all new equation Q=SMC The explanation is:

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Quality= Satisfy more customer and sell more coca-cola sell more products. How can improvement of qualities concentrate on target the consumers preference? The consumer, while making a decision on whether or not but coke product get influence by the product and the company image. Product quality of course is the most important factor in the decision process. Besides the product many other thing s projects the image like;Packing . Bottling. Vehicles. Outdoor advertisement. Rout sales persons. Merchandise activities . People at desk.

CONSUMER HEALTH AND SAFTY IN MINDS:Coca-Cola India is committed to public health and safety. Quality framework QA2000 incorporates the principles to operate as a responsible corporate citizen of which public health is an integral part.

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In recent years seeing that 80% of all soft drinks are consumed on premises that Is on point of purchase rather that at home Pepsi invested Rs 60 cores in installing 4000 fountain contraption at retail stores countrywide. Coke in comparison, has gone slow on fountain (a deliberate strategy, says its exclusives), because there is quality issued that first has to be addressed regarding the water used on site. This only reaffirms the cokes concern for consumer health.

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MARKETING STRATEGIES
MARKETING STRATEGIES

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There is 3 As which play an important role in Marketing strategies at Pepsi- Cola office are as follows: Availability Affordability Acceptability 0 AVILABILITY

The availability of product in market influenced the sale of product highly. If it is not easily available in the market it may hamper the goodwill of the company. To make the product easily available in the market, Pepsi-Cola has its own truck which remain on the road round the clock to meet out the shorten supply and urgent need can get the supply with in the hour or even every hour if required on cash down payment.

AFFORDABILITY The affordable price, price which suits to pocket of general consumer also play an important role in the marketing strategies of any company. And for this Pepsi launched its product at very effective price, like 200ml at Rs.5, 300ml at Rs.6, and 2000ml at Rs.35 etc.These are very effective cost to customer.

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ACCEPTABILIY:

Even if price are affordable and is easily available in the market, but not accepted by the consumers, cant be successful. According to our survey about this product the Pepsi is acceptable by consumers.

The factors which influence the buying behavior of the consumers are:Quality of the product (Taste, color etc) Advertising So to make it more acceptable to the consumers, they must look into these factors successfully such as improving the taste, more stringent, decreasing the sugar contents, making advertisement more impressive etc.

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COKE SALE STRATIGIES

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The companies think tank strongly believes that soft drink consumption is an impulse purchase. People never plan for the consumption of a soft drink except some enthusiastic youngsters. In India 67% of the annual sale is achieved in the months of April, May and June and rest in the remaining month.
SALE OF PEPSI PRODUCT IN A YEAR

33%% 67%

APRIL MAY & JUNE

REST OF YEAR

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POLICIES OF 4Ps THE COCA-COLA PRODUCTS

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4Ps POLICIES OF THE COCACOLA 0 PRODUCTS


1
2

PRODUCT

There are five lines of products of soft drinks in India that is almost matched with international quality.

PRODUCT LINE
coca-Cola 200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet) & 330ml. (Cane) sprite .200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet) thumps-up. 200ml, 300ml, 500m. (Pet), 1000ml. (Pet), 1500ml. (Pet), 2000ml. (Pet) limca. 200ml, 300ml, 500m. (Pet), 1500ml. (Pet), 2000ml. (Pet) mazza and fanta. 250ml. & 300ml (Tetra Pack) kinley (Mineral Water 1000 ml.

PLACE

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Pepsi has strong channel of distribution, A few intermediaries command the distribution work. BOTTLER-------DISTRIBUTOR--------RETAILER--------CONSUMER By this simple distribution, Pepsi is dining well. The company is trying to reach at every root of urban, sub-urban, and village areas. The company has succeeded to some extent in reaching its target.

PROMOTION
In a specific sense sales promotion methods, those sales activities that supplement both personal selling advertising and co-ordination them and help to make them effective such

as display, shows, and exposition and demonstrations and other non recurrent selling efforts not in ordinary route. Pepsi has taken variety of tools and techniques for sales promotion, like for example sales promotion letters, catalogue, point of purchase, display customer service programs and demonstration free samples here are some promotional program of Pepsi.

Meaning of retailer

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Retailing includes all activities incident to selling to the ultimate consumers

American definition committee :


Retailing includes all activities directly relate to the sales of goods or services to ultimate consumer for personal non-business use. William j. stantion

Function of retailers
1). 2). 3). 4). 5). Buying and assembling Warehousing or storing. Selling Credit facilities Risk bearing

6) 7). 8).

Graphing and packing Collection of market information Helps in introduction new product 44

9).

Window display and advertising, etc.

Functions of sales promotion


1). Low unit cost 2). Effective sales support 3). Increased speed of product acceptance 4). Better control

Objectives of sales promotion


A). to introduce new products B). to attract new customers C). to increase current sales D).to improve the public image of them

Sales promotion at dealers level (Retail store)


1). Advertising 2). Store demonstrations 3). Special display and shows contest 5) dealer premia. 4). Dealer

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Sales promotion schemes at consumers level


1). Coupon 2). Price-off offer 3). Samples 4). Money offer 5). Trading stamps 6). Different contest 7). Premia

a). SCHEME Pepsi offered a lot of scheme from March to June for sale s promotion of its product. These are followings:One bottle free on 2 littler 1packs (9Bottles). 100ml free on every 500ml Pet.On Slice Tetra Pack

b). ADVERTISEMENT Advertisement as a motivator towards consumption of soft dirnks plays important roleslogans like:PEPSI:-

YEHI HAI RIGHT CHOICE BABY NOTHING OFFICIAL ABOUT IT DRINK PEPSI AND GET STUFF AAJADI DIL KI
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YEH, DIL MANGE MORE YEH PYAS HAI BADI ZOR KA JATKA DIRE SE CHITA VHI PITA HAI PEPSI SAFE NAHI HAI COKE:COKE ADDS LIFE. COKE IS IT. ITS THE REAL THING. ALWAYS COCA-COLA. EAT MUSIC, SLEEP MUSIC AND DRINK ONLY COCA-COLA JO CHAHO HO JAYE COCA-COLA ENJOY I WANT HRITIK AND I WANT COKE. THANDA MATLAB COCA-COLA. JIYO THANDA, PIYO THANDA

These punch lines fascinate the people to consume the soft drinks and its also differentiate the brand.

PRICING
The amount of money charged for a product of services or some of values that consumers exchange of the benefit of having or using product or services.

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Coca-cola has taken affordable moderate pricing strategy; It is useful pricing strategy for both the company and the consumer. By this strategy co0mpay can penetrate even in rural market too, because the company has already caught urban and sub-urban market consumer can take benefit by its affordable economy price without more considering. Consumer can purchase it very easily. This pricing strategy is also important of stand out in cutthroat soft drinks competition. Coca-Cola has launched his product on this rate:-

Coke , thums-up, limca, sprite,fanta 300ml 200ml 500ml - Rs.6 - Rs.5 - Rs.15

1000ml - Rs.25 1500ml - Rs.30 2000ml - Rs.35 Mazza 250ml Tetra Pack - Rs.7 - Rs.10

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CONSUMER BUYING BEHAVIOUR

In this concept we will study about all the factors that influence the buying behavior of the consumer which can be demographic, social cultural & psychological factors.

Factors influencing buying behavior of consumer in soft drink industry are:

Availability Preference of the consumers Awareness of Brand Income

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PRODUCT PROFILE
PRODUCT PROFILE OF THE COMPANY
There are nine brands of COCA-COLA named as following.

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COKE. THUMS UP LIMCA FANTA MAZZA SPRITE KINLEY WATER KINLEY SODA SUNFILL These nine brands differ in taste; flavors are also in their colors. COKE: coke is considered to be a cola drinks. It is generally preferred by all sections of consumer. This is cash cow brand for the company in terms of sales revenue . THUMS UP: Thumps up is also considered to be a cola drink. It is hard in comparison to coke. All sections of consumers but especially to teen-aggress prefer it. It is a big source of company to cash its publicity. LIMCA: Lima is considered to be lemony in taste, and comes under the category of clouds. It has to yield good sales revenue. Children & women generally prefer it. FANTA: Fanta is coming in orange flavours. Children and women prefer it.

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(5)

MAAZA: Maaza is considered to be juicy soft drink because it contains Mango pulp. This drink is preferred by different segmentconsumers. SPRITE: Sprit is a transparent lemon drink. It is the 5th best selling soft drink in the world. KINLEY WATER: it is launched in late 2000 .It is bottled drinking water. It contributes 5% coke revenue in India. KINLEY SODA: These us a soda drink .It has no color and no flavor. It is generally used with alcohol and used by adults.

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CATEGORIZATION OF INDIAN SOFT DRINKS


INDIAN SOFT DRINKS are categorized in two types:-. AERATED SOFT DRINKS NON-AERATED SOFT DRINKS. The AERATED SOFT DRINKS, which are marketed in Indian markets, are:A.COLA: B.LEMON: C.ORANGE: D.OTHER: THUMSUP, COKE, SPORT COLA, PEPSI LIMCA, TEEM, MIRINDA LEMON FANTA, GOLD SPOT, MIRINDA, SRUSH CITRA, LEHAR-7 UP, CANADA DRY.

The NON-AERATED SOFT DRINKS are MAZZA SLICE FROOTI, JUMPIN.

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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

Id like to start with what is according to me plain and simple but true... Coke was the Original Cola drink... And Pepsi has been and always will be... a distant second. There are a number of opinions up here... but most of them (especially the pro-pepsi ones) seem to be missing ONE major fact. Lets not all forget when Coke was re-introduced to the Indian market in the 90s, one very common remark was the taste difference between the Coke here and the Coke some of us have had the privilege of tasting in other countries. Even the Middle Eastern cans (the ones with the Arabic script) that used to be available here at exorbitant prices before the introduction of Coke had a very significant taste difference. Like everything else India is useless at making Cola too. So
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a comparison between two products on a worldwide forum such as this one really wouldnt be sensible because the products clearly differ from place to place. Pepsi, in India has the best brand ambassadors (mass appeal wise... not for me though... heheh). Amitabh Bachchan and Sachin Tendulkar have a crazy

number of fans all over the country. Ive heard something about Amitabh being worshipped by a small African tribe as well (true?).

The Advertisement campaign for the Coca Cola company has been pretty aggressive in the past... However they only used it to attract customers after the introduction of Sprite and to revive the now dying Thums-up. However Pepsis recent aggressive marketing really isnt in good taste for the simple reason that its not like they need to go to such extremes, but they still did. Healthy competition is always good between top contenders but theres no real reason to stoop down to this kind of level when things are not really going that badly. But nevertheless the Red vs. Blue battle has raged on for a really long time now, opinions will always differs... but from the looks of things (including the ratings on this site itself). It looks like Coke still has the upper hand.
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BRAND AMBASSDOR

Coca-Cola have signed on various celebrities including movie stars such as Akshay Kumar,Sharukh Khan,Riya Sen,Genellia Dsouza cricketers such as Gautam Gambhir,Virendra Sehwag southern celebrities like Vijay in the past and today. PUNCHLINE COCA COLA ENJOY! COCA COLA COCA COLA THING COCA COLA COCA COLA COCA COLA COCA COLA THANDA MATLAB PYAR MOHABBAT LIFE TASTES GOOD ALWAYS THE REAL JO CHAHE HO JAYE- - - -

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COCA COLA THUMS UP LIMCA KINLEY WATER SPRITE BAT MAAZA AAM

SHARING HAPPINESS TASTE THE THUNDER LEMONI LIME LIMCA PURE DRINKIN NO WAKWAS SIDHI

BINA GUTHILI WAL

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FINDING AND ANALYSIS

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FINDINGS ARE BASED ON CONSUMER RESPONOES

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W H IC H C O L A D O Y O U P R E F E R ?
O TH E R S 5% PEPSI 35%

C0K E 60%

C 0 K E P E P S I O TH E R S

FINDINGS:60% PEOPLE PREFER TO TAKE COKE AS A BRAND. 35% PEOPLE PREFER TO TAKE PEPSI.

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DOES ADVERTISEMENT EFFECT YOUR CHOICE?

25%

35%

40%

YES

NO

SOMETIMES

Findings:40% people say there is no effect of advertising on their consumption of soft drinks. 35% people say there is effect of advertisement, becoz of favorite celebrity or role model. 25% say sometime its affect like in cricket season or any other occasion

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WHICH FLAVOUR DO YOU MOSTLY LIKE ?

MANGO CLEAR LIME 5% 5% CLOUDY LIME 20% COLA 60%

ORANGE 10%

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Findings:60% people prefer to take cola (coke, Pepsi, thums-up), where as 20% people prefer to take cloudy lime (limca, m.lemon), where as 10% people prefer to take orange flavor (m. orange, fanta), where as 5% people only prefer to take mango and clear lime flavor.

WHY DO YOU LIKE IT?


70 70 60 50 40 30 20 10 0
BECAUSE OF TASTE BECAUSE OF CELEBRITY BECAUSE OF SPECIAL AD

15

15

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Findings:70% people say they prefer any brand because of taste, 30% people say they like the brand because of the favorite celebrity and a special advertisement.

Findings:52% people say that Pepsi advertising is better than the coke advertisement. Whereas 35% say that coke ad is better, where as 13% say there is very confusion because both are best.

FINDINGS BASED ON RESPONSE OF RETAILERS

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WHICH PRODUCTS IS HIGHLY DEMANDED?

PEPSI 40% COKE 60%

PEPSI

COKE

FINDINGS:60 % retailer say coke is highly demanded by consumer. Whereas 40% say Pepsi is highly demanded by consumer.

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WHICH COMPANY IS MORE SATISFIED IN DELIVERY SYSTEM?

15% 40%

45%

PEPSI

COKE

NO ANY

FINDINGS:- 45% retailers say that coca-cola company is more better in delivery system, where as 40% in favor of Pepsi company, whereas 15% retailers are not satisfied by both the company in term of delivery system.

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WHICH COMPANY IS MORE SATISFIED IN RELATIONSHIP?

15% 40%

45%

PEPSI

COKE

NO ANY

RELATIONSHIPS MEAN A RELATION BETWEEN THE COMPANY AND RETAILER.

FINDINGS:45% retailer says that coke has a better relation ship with us. where as 40% in favor of Pepsi and 15% in no any.

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WHICH COMPANY IS BETTER IN PROBLEM SHOOTING?

15% 35%

50%

PEPSI

COKE

NO ANY

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FINDINGS:. 50% Retailer say that Coke Company is faster than pepsi in

shooting of our problem related to the maintenance Of visi cooler freeze or in delivery of product.

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WHICH COMPANY IS GIVING PROPER SCHEME?

NO ANY 10% PEPSI 35%

COKE 55%

PEPSI

COKE

NO ANY

FINDINGS:55%Retailers say that coke is better than pepsi in distributing the schme, Where as 35% in favor of pepsi, where as 10%say both are not giving the proper schme.

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ANALYSISConsumers/Customers Female and Male respondents age group 15 25 yrs 1. Are you aware of colas? Value labels Value Absolute frequency Strongly aware Aware 1 2 15 11 4 0 0 30 50 36.6 13.4 0 0 100 Absolute % 50 36.6 13.4 0 0 100 65 46.6 13.8 0 0 Valid % Cumulative %

Somewhat aware 3 Not aware No response Total Conclusion 4 9

From 30 respondents of age group 15-25 yrs, average response is that respondents are aware of cola.

50 40 absolute % 30 20 10 0

50 36.6

13.4

Strongly Aware

Aware Value labels

Some what Aware

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2. How often do you use cola? Value labels Value Absolute frequency Daily 1 5 7 9 9 0 30 16.6 23.4 30 30 0 100 16.6 23.4 30 30 0 100 16.6 40 70 100 Absolute % Valid % Cumulative %

Once in 2 to 3 days 2 Once in week Do not use No response Total Conclusion 3 4 9

From 30 respondents of age group 15-25 yrs, 30% are once in a week users, 23.4% are once in 2 to 3 days, 16.6% are daily users 30% dont use.
30 25 20 Absolute % 15 10 5 0 Once 2 - 3 days Value labels Daily 30 23.4 16.6

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Q.3. Are you satisfied with the services (taste and packaging) Value labels Value Absolute frequency Highly satisfied Some what satisfied Slightly satisfied Not satisfied No response 3 4 9 2 1 8 6.67 3.33 26.6 9.10 4.54 Missi ng Total 100 100 15.46 100 1 2 4 15 13.3 50 Absolute % Valid % 18.18 68.18 18.18 86.36 Cumulative %

Conclusion From 30 respondents of age group 15-25 yrs, average response is that respondents are satisfied with the services.

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100 80 Absolute % 60 40 20 0 18.18

86.36

15.46 Somewhat satisfieid Value label Slightly

Highly Satisified

Q.4. When you talk of soft drink which all brands comes to your mind? Value labels Value Absolute frequency Coca-Cola Pepsi Miranda R.C. Cola Thumps-Up No response Total Conclusion From 30 respondents of age group 15-25 yrs, 23.4% prefer Coca-Cola and 36.6% prefer Pepsi and 16.6% prefer Thumps-Up. 1 2 1 3 3 9 30 7 11 4 2 5 23.4 36.6 13.3 6.67 16.6 0 100 23.4 36.6 18.18 9.10 16.6 23.4 60 18.18 15.46 76.6 Absolute % Valid % Cumulative %

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40 35 30 25 Absolute % 20 15 10 5 0

36.6 23.4 16.6

Thumps-Up

Coca-Cola Value labels

Pepsi

Q.5. If you dont get drink of your choice, then do you change your brand? Value labels Value Absolute frequency Yes No No response 1 2 9 7 5 0 23.4 16.6 0 23.4 16.6 0 40 16.6 Absolute % Valid % Cumulative %

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Conclusion From 30 respondents age group 15-25 yrs 23.4% says they do change the brand of the drink.

25 20 15 Absolute % 10 5 0

23.4 16.6 3-D Column 1 3-D Column 2 3-D Column 3 3-D Column 4 Yes Value Labels No

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Q.6. What according to you are the most attractive attributes associated with Coca-Cola that makes it a better brand than others? Value labels Value Absolute frequency Availability 1 5 7 16.6 23.4 16.6 23.4 16.6 40 Absolute % Valid % Cumulative %

Indianisation of the 2 brand Advertising Promotional activities Conclusion: 3 4

9 9

30 30

30 30

70 100

From 30 respondents of age group 15-25 yrs, 30 % respondents believe that both advertising and promotional activitiesare the most attractive attributes associated with Coca-Cola that makes it a better brand than others

Q.7. How you rate Coca-Cola in respect is other Colas?

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Value labels

Value

Absolute frequency

Absolute %

Valid %

Cumulative %

Packing Attractive Popular Availability No response Conclusion

1 2

4 15

13.3 50

18.18 68.18

18.18 86.36

26.6

Missing

For 30 respondents of age group 15-25 yrs 68.18 % respondent rate CocaCola popular in respect other Cola

70 60 50 Absolute % 40 30 20 10 0 Packing Attractive

68.8

18.8

Popular

Value label

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Q.8. Do you agree that advertising in electronic media, newspapers and Magazines help in buying decision of consumers? Value labels Value Absolute frequency Strongly agree Agree Some what agree Do not agree No response Total Conclusion From 30 respondents of age group 15-25 yrs, average respondent agree that advertising ion Electronic media, Newspapers and magazines, help in buying decisions of consumers
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Absolute %

Valid %

Cumulative %

1 2 3 4 9

8 18 2 2 0 30

26.6 60 6.7 6.7 0 100

26.6 60 6.7 6.7 0 100

26.6 86.6 93.3 100

60 50 40 Absolute % 30 20 10 0 Strongly Agree 26.6

6.7 Agree Value label Somewhat agree

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Q.9. Do you remember any tagline of Coca-Cola? Value labels Value Absolute frequency Thanda Matlab Coca-Cola Life Ho To Aisi The real thing No response Conclusion From 30 respondents of age group 15-25 yrs 50% respondents remember the tab line Thanda Matlab Coca-Cola.
50 40 Absolute % 30 20 10 0 Thana M atlab Coca-Cola Life Ho To Aisi The Real Thing Value Labels 13.4 50 36.6

Absolute %

Valid %

Cumulative %

15

50

50

65

2 3 9

11 4 0

36.6 13.4 0

36.6 13.4 0

46.6 13.8

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Q.10. How you perceive the brand Coca-Cola? Value labels Value Absolute frequency Thanda Connected No response Conclusion From 30 respondents of age group of 15-25 yrs, 60% perceive Coca-Cola as connected brand. 1 2 9 8 18 0 26.6 60 0 26.6 60 0 26.6 86.6 Absolute % Valid % Cumulative %

60 50 40 Absolute% 30 20 10 0 Thanda Value labels Connected

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CONCLUSIONS
Without a brand name and all of marketing that have gone into it, Coca-Cola would be nothing more than flavored water. One to the companys long term marketing efforts and protect, enhancement and marketing of their brand name, Coca-Cola is one of the most recognizable brands in the world. Advertisements and sales promotion, the main promotional tools used by the company have helped the brand considerably to create a favourable market share for itself. The company has finally understood the Indian market and changed its promotional strategies to suit the divertive of Indian market. After identifying the passion areas of an Indian consumer, the brand has come on the same attitudinal plane as the consumer. Changing its advertisement strategy has helped the brand identify with its target marketing and communicate its message through the audience affectively. The consumer can identity with the present advertisements of the brand, but the earlier advertisement. Made coke appear as a foreign brand Indian consumer could now identify with advertisement and due to this reason Coca-cola could connect itself with the target audience. Coca-Cola effort is to become a part of Indian consumers everyday life by associating itself with energy passion of the country. The 2003 edition.

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Interbrand Business week Best Global Brand survey shows like 2002, CocaCola leads the charge during 2003 as well. In individual rankings the real thing has known its might once again Coca Cola topped with a brand value of $ 70.4 bn, Coca-Cola has gained 10% over its 2002 value of $69.6 bn. Interestingly, the brand has been gaining 10% value in every year. Years of marketing, image building, brand marketing and quality manufacturing has lead consumers to assure a high level in everything they produce. Product placement was named among the best in the world by Brand Republic. In early 2003, Coca-Cola India collected advertiser of the Year and campaign of the year awards for the Thanda Matlab Coca-Cola all media campaign the company taking up firsts in the introduction of canned and PET soft drinks, vending machines and back pack dispenses for crowds of cricket supporters. Despite of big achievements research tells, in the competitive content, Coca-Cola precede Pepsi. The important findings are: 1.Among the Colas, Pepsi is more popular man Coca-Cola 2.While making purchase decision the customer is most sensitive to the brand name, followed by quality by brand name customer mean a reputed company having goodwill like Coca-Cola. 1.Most of the outlets visited were multi-branded 2.Among the total dealers covered maximum dealers were stocking Pepsi, followed by Coca Cola and Thumps-Up

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1. According to most of the customer they prefer Pepsi followed by Coca-Cola over the brands. 2. Most of the dealers prefer to sell Coca-Cola followed by Pepsi to the customer because of varied reasons like best quality available, reputation of the brand, market share held by these brands, profit margin of their, full and easy replacement for any defect, competitive prices and good relation with company for the past so many years. 3. According to most dealers and consumers both Pepsi and Coca-Cola are hottest selling brand, followed by Thumps-Up, Fanta etc. clearly holding more than 59% of sales in the market. 4. Most of the dealers dont face any complaints from consumers in any brand. 5. Most of the dealers get 100% replacement 6. Most of the dealers have an average sales of 50 to 100 units every month at the outlets. 7. Sale is increasing because of the fact that the outlets were multi branded due to better quality and customer demand.

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RECOMMENDATIONS
There should be more research and development to outplay of the product Price Pricing strategies plays an important role brand decisions. Thus, the prices should be competitive then than other brands Place Cola purchase descriptions are influenced by a large extend by customers choice and since most of the dealers are multi-branded my tend to promote the product for which they get maximum margins. Thus to avoid this situation maximum sales should be achieved through retail outlets for which opening of a chain of exclusive dealer network is required. Promotion As cola market is facing tough competition from other brands, Coke should focus in product awareness and product preference advertising. 1.Customers should be involved in developing strategies, providing feedback and strengthening customer relations, so that market network improves qualitatively as well as quantitatively in undertaking and building 2.relation with customers which leads to acceptance and goodwill of the company.

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Dealers incentives should be increased to boost sales 1.As many respondents stated that they prefer colas. The aspect of coke being preferred should be highlighted in advertising and promotional campaigns. So advertisement with emotional appeal in Indian content should be related build a brand image. This is the man reason why the advertising campaigns of other cola shown now a days are highlighted appreciated by majority of people and it has increased the awareness. 2.According to respondents advertising and logo concept plays major role in awareness about the product, so should also do more aggressive advertising campaign should be there which matches the product 3.Attractive free gifts and festive discounts should be offered to boost sales 4.Attractive bill boards and hoardings should be placed at a no of places and environmental green message should be conveyed. 5.Should sponsor popular programs on sport channels, star plus etc.

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BIBLIOGRAPHY
J. Thomas Russell, W. Ronald Lane, Kleppners Advertising procedure (Prentice Hall, Inc, 1996) p 83-95. David A. Aaker, Managing Brand Equity, (The Free Press, 1991).
WEBSITES

www.nse_india .com/equity www.bse_india .com / equity http://timesofindia.indiatimes.com/articleshow/


http://en.wikipedia.org/wiki/

www.cokecce.com www.coca-colaindia.com www.coca-cola.com www.agencyfags.com

Brand Equity Supplement with Economic Times Catalyst Supplement with The Hindu Strategist Supplement with The Business Times

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Name: Que.1. which cola do you like? A) Pepsi b) coke

Area:-

Que.2. which flavors do you mostly like? (Rank it) A) PEPSI Pepsi-cola Dew 7up Lemon mirinda Orange mirinda Slice Diet Que.3. why do you like its? a) Bcoz of test b) bcoz of special advertisement c) Bcoz of your favorite celebrity (brand ambassador) Que.4. have you tried the dew/sprite? (Y/n) Que.5. which one is best in taste? a) Dew b) sprite b) COKE coca-cola spirit coke-vanilla limca fanta maaza diet Thumps-up

Que.6. what you want to improve in sprite?

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Que.7. which company advertisement do you like most? a) Pepsi b) coke

Que.8. which advertisement is your favorite? ---------------------------------------------------------------------------Que.9. Do good advertisement makes your change preference? (Y/N) Que.10. how? --------------------------------------------------------------------Que.11. do you take any dish with particular flavor? (Y/N/NOT NECESSARY)) Que.12. Does your choice of flavor depends on the dish you take? (Y/N) Que.13. whats your combination of dish & flavor? (Specify it) --------------------------------------------------------------------------------------Que.14. If any problem/complain? ----------------------------------------------------Que.15. if any suggestion? --------------------------------------------------------------

Area: Contact person in outlet:-

Name of outlet:-

Que.1. Types of Status a) Pepsi monopoly b)coca-cola monopoly c)Mix

Que.2. How much consumption in crates? 90

a)pepsi flavour

b)cokeflavour

Que.3. Which product is highly demanded by consumer? a)pepsi b)coca cola

Que4. Infrastructure of csd in canteen:Pepsi Empty Vision/Oyc Icebox Sinage Que.5. Daily Average Sale:Pepsi 200ml 300ml 500ml 2 litre Water Que.6. do you sell dew/sprite? Y/N Que.7. which one is highly demanded by comsumers? a)dew b)sprite Coca-cola Rate/bottle Coca-cola

Que.8. if company provides any offer or schemes , will it be increase your sales of the sprite?Y/N Que.9. More satisfied by delivery system:a) Pepsi b) coca-cola

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Que.10.More satisfied by relationship:a)Pepsi b)coca-cola

Que.11. More helpful in problem shooting:a)pepsi b)coca-cola

Que.12. Proper execution in scheme:a)pepsi Que.13. Sales depend on:a)Availability of flavours b) Based on consumer demand b)coca-cola

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