INTRODUCTION
“Marketing is not a process of selling our goods to customers. It is an art of making them buy our goods again and again.” Marketing is a social and management process by which individuals and groups obtain what they want and need through creating offering, exchange and transaction products of value with them. Marketing Management is a process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual and organization goals. Thus, marketing starts with identifying the target customers and ends with satisfied customers. Management of all the activities between these customers is the responsibility of the marketing managers. Consumer Markets: Individual and households for their personal consumption can be defined as a consumer market. Beverage industry is generally considered to the typical consumer goods. Beverage industry is one of the most profitable industry in the market. Beverage industries at present are facing boom period in India.
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Beverage industry is generally classified into: 1. Alcoholic drinks. 2. Non-alcoholic drinks. Non-alcoholic beverages again divided into: 1. Carbonated Soft Drinks (C.S.D) 2. Fruit Juice
The soft drinks again divided into: 1. Cola based 2. Non-Cola based The Non-Cola based segment has orange, clear lemon, cloudy lemon and soda. Fruit juices include watermelon, mango, apple and pineapple. The cola segments, which consider to be giving some type of fuzziness and satisfaction, is fast growing in India. This is the reason why soft drink marketers are fighting tooth and nail to establish their leadership in the market.
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CONSUMER PREFERENCE The marketing concept
is built on the premise that marketers first identify
consumer needs and then develop products and services to satisfy those needs. Consumer researcher offers asset of diverse methods to identify such needs. Consumer research is also used to better understand consumption behavior. It is used to identify and locate appropriate target markets and to learn their media habits .it is used to identify both felt and unfelt needs to learn how consumer preference products and brand and stores, what’s their attitude before and after promotional components and how and why they make their consumer decisions. Many of these applications of consumer research are managerial in perspective. They are designed to help a market make specific marketing decisions concerning product, price, promotion and distribution. Consumer research provides basis for the development of new product and service concepts to meet targeted consumer needs. It also enables marketer to build consumer meaning into the product or service by discovering which attributes are most important to the target market and integrating them into the product or service design.
HOW THE CONSUMER HELPS MANUFACTURER The consumer helps the manufacturer by formulating the policy of manufacturers according to the demand and assists them in securing the markets of their goods. The consumer also reveals the manufacturers from the necessity of having sales organization of their own. The manufacturers are not put to that task of collection and securing orders and the numbers of accounts they have to open are smaller than when dealing with the
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consumer. The consumers are in a position to advice the manufacturers as to the changes or alternations, which should be introduced in their products. While manufacturing soft drinks the company should maintain both quality and quantity occupies a very important stabilized position. The company can assess the public demand and see that marketable goods are manufactured thus protecting the manufacturer from wasteful and indiscriminate production as well as the consumer against goods which are neither satisfactory nor good value. CONSUMER RELATIONS: The consumer decision making with a brief consideration of relations marketing firms have established relationship marketing programs to faster usage loyalty and a commitment to their company’s products and services . In this way relationship marketing is aimed at creating strong relationships with a core group of consumers. The emphasis is on developing long-term bonds with them and by giving them some kind of personal connections to the business. Ultimately it is an advantage to develop long-term relationship with existing consumers because it is easier and less expensive to make an additional sale to an existing consumer than to make a new sale to a new consumer. However, the effort involved for the firm in developing and maintaining a consumer’s relationship must be weighted against the expected long-term benefits. Marketers much determine the “life time value” of a consumers to ensure that the cost of obtaining ‘servicing and communicating with the consumers do not exceed the potential profits’.
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CONSUMER PREFERENCE:
Preference is a function of the difference between perceived performance and expectations. Companies seeking to win in today's markets must track their consumers expectations perceived Company's performance and consumer preference. While assisting the satisfaction level a company must not conclude that it can get a full picture of consumer satisfaction and dissatisfaction by simply running a complaint and suggestions systems. Some times consumers may feel that their complaints are minor or that they will be made to feel bad, or that no remedy will be offered. The result is that the company has needlessly lost consumers. Therefore the company instead of using complaints level as a measure of consumer’s preference obtaining a direct measure of consumer satisfaction by conducting periodic surveys would provide more appropriate measure. Thus questionnaire can be made to a random sample of their recent consumers to find out how they feel about various aspects of the companies performance. They can also solicit buyers view on the competitor's performance. So the respondents can be asked a list of problems they hear, had with the offer and to list out improvements needed. Companies could also ask the respondents to rate various elements of the offers in terms of the importance of each element and how will the company performance each element. So the researcher has taken up a comprehensive study on the consumer preference of Coca-Cola Products.
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CONSUMER PROFILE
The buying process of a soft drink by a consumer is as follows. A person might be traveling on a bad day and night have a sweated a lot. The body demand for fluid urges him or her to go and buy a soft drink. In the choice of soft drink the consumer can choose any thing banded on the top of mind awareness. Some times the consumer can choose brand on the dealer's advice. Such, it is low involvements buying and thus, easy availability is not essential for matching up sales. There are a few customers who but in bulk for parties\social occasion. In this case the individual usually prefer some variety, choosing assorted flavors. This individual might be trying to cater to his perception of his guest's preference. Ultimately the choice of the drink depends on the individuals own awareness and reference.
MARKET SEGMENTATION DEMOGRAPHIC: Soft drinks are mostly consumed in the urban market. However the market can be segmented on the basis of several demographic variables like age of consumer, Geographic location of the market and place of consumption {indoor or outdoor}. Soft drink concentrates like Rasna and packet fruit drinks are targeted towards younger age groups and outdoor consumption.
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CLIMATE: Places with high humidity and temperature endure low body fluid. Under such climatic conditions consumer uses soft drinks to replenish the lost body fluids. Hence there is a potential soft drink market in such places. The category cop is further refinement of other geographic segment. MEDICINAL: Certain flavors like plain soda are perceived to aid indigestion. Fruit juices are more in demand on medicinal and health grounds. USER STATUS: Most consumers perceived soft drinks as athirst quencher. A small segment can be defined based on the purpose behind the consumption. NORMAL: The group of consumers who use soft drinks as a thirst-quenching medium. Select: The group of consumers who use soft drinks as a diluting medium for alcoholic beverages. This includes soft drink being used as appetizers. Elite: The group of consumers who prefer soft drinks to water. They also offer soft drinks to guests. Social: The group comprises individuals and institutions that serve soft drinks during some functions. This segment has emerged as the most rapidly growing market.
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PROFILE OF THE SOFT DRINK INDUSTRY
Soft drinks are thirst quenches hygienic sweetened flavor, low calorie, non alcoholic, good taste and social status. These soft drinks when serve at cost will be the best alternative for beer, wine, tea or coffee etc. Two reasons for predominance of the soft drink industry is their easy availability and their reasonable high degree as product and our country with more than 100 crores of population is potentially one of the largest consumer markets in the world. The soft drink industry in India has annual sales exceeding Rs900 crores and most of the bottling companies, which are franchises in the country, have been flourishing well. Soft drink is considered to be a non-essential product as the excise duty levied by the government is very high and by which the bottles of a soft drink is fixed at Rs5.00 to reach ultimate consumer. But in India more than 40% of population is living below poverty line and as a result, the trading activities of soft drinks industry is concentrated in and around big cities and towns, Where the purchasing power of the people is comparatively high .In spite of all these reasons the soft industry has expanded a wide network and made arrangements to the product even to the remote places by giving franchisees to various bottling companies in urban as well as suburban areas.
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HISTORY OF SOFT DRINKS Soft drinks can trace their history back to the mineral water found in natural paring. Bathing in natural springs has long been considered a healthy thing to do and mineral water has said to have curative powers. Scientists discovered that gas chromium or carbon dioxide was behind the bubbles in natural mineral water. The first marketed Soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juices sweetened with honey. In 676, the camping de Luminaries of Parries was granted a monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs 2nd dispensed cups of the drink to thirsty Parisians. In 1767, an Englishmen created the first drinkable manmade glass of carbonated water, Dr Joseph priestly. Three years later the Swedish chemist tuber Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water Toby produced in large amounts. In 1810, the first U.S Patent was issued for the "means of mass manufacture limitation mineral waters" to Simons and Rundle of Charleston, South Carolina carbonated beverages did not achieve great popularity in America until 1832, when John Matthew's invented his apparatus for the making carbonated water. John Matthew's mass manufactured his apparatus for sale to others. The drinking of either natural or artificial mineral water was considered a healthy practice. American Pharmacists, who were selling most of the mineral waters started to add medicinal and other flavorful herbs to the unflavored beverages: e.g., birch
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bark, dandelion, sarsaparilla and fruit extracts. The early drug - with their soda fountains became a popular part of American Culture. Customers wanted to take the drinks home with them and the san drink hauling Industry grew from the consumer demand. Over 1,500 U.S. patents were filed for a cork, cap or lid for the carbonated rink bottle tops. The bottles were under a lot of pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide (bubbles) from escaping. In 1892, William Painter, a Baltimore machine shop operator, patented the "Crown Cork Bottle Seal". It was the first very successful method of keeping the bubbles in the bottle. In 1899, the first patent was issued for a glass- blowing machine for the automatic production of glass bottles. Earlier Glass bottles had all been hand blown. Four years later, the new bottle-blowing machine was in operation. The inventor, Michael j. Owens, an employee of Libby Glass Company, first operated. Within a few years, Glass Bottle production increased from 1,500 bottles a day to 57,000 bottles a day. Some time in the1920s, the first “home packs” were invented.” ohm-pas” is the familiar six-pack carrying cartons. Automatic vending machines also began to appear in the 1920's. The soft drink had become an American.
THE NATIONAL SCENE OF SOFT DRINK: It is the oldest of the soft drinks in India. It had exited Indian market in 1977. Later it was introduced in the market in the year 1993. The Indian soft drink industry is growing its sales at an alarming rate, with the Coca-Cola Company and Pepsi Foods in "The Indian Soft Drink Industry". The scene of the soft drink industry is:
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1. The Parle's Exports Pvt Ltd 2. The Pepsi Food Pvt Ltd 3. Pure Drink Pvt Ltd 4. Bangalore soft drinks Pvt Ltd 5. MC Dowells Pvt Ltd 6. Hindustan Coca - Cola Beverages Pvt Ltd
A brief discussion on the leading soft drink companies and the market share of their popular brands. Parle: Parle is the market leader in all the three soft drink flavors. Thums up has occupied 36% of the total Cola market with Limca accounting for over 52% share of Lemon flavored soft drinks, while Gold spot has covered almost 42% of Orange segment. Pure Drink: Pure drinks stand seconds to Parle in the market. Camp cola have captured about 24% of the market. While camp cola is also doing well with share of about 25%. MC Dowell’s: Mc Dowell's did well initially, but it couldn't retain that position. News paper reports have claimed that, faced with plunging sales and declining market share in the carbonated beverages. MC Dwells is casing out of the soft drink market.
Pepsi Foods Pvt Ltd : Pepsi Co - Inc 13 billion soft drinks, snacks and fast foods conglomerate has family entered the Indian market after a few years of Hectic Lobbying and controversy. Dogged down by controversy one or another since its idea of entering the Indian market. Pepsi has changed its plan of being predominated soft drink vertex to predominately agriculture one.
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Coke was ended its market in 1977. There was tie up between in Parle and coke in 1993 and then Coca - Cola has introduced in Indian market. The products of Hindustan Coca - Cola beverages are: 1. Coca - Cola 2. Thums up 3. Sprite 4. Fanta 5. Limca 6. Kinley
BRAND POSITIONING: Positioning of the different brands in the Indian soft drink market can be analyzed by the way various brands have been advertised by their companies and the manner how they are perceived by the consumers. Some drinks are meant for health, some for youthfulness, some as fashionable, and some as thirst quenchers.
FUTURE PROSPECTS: The Indian soft drink market has grown fourfold since 1977. This rapidly expanding market had lured even international soft drink giants to India. For example world number two Pepsi entered the Indian market as a partner of Punjab Agro Industrial Corporation. Values have also launched its drink in 1990. World number one coke entered Indian market as Coca - Cola as a partner Parle. As per its commitments in the Indian Government, Coke and Pepsi will have to earn foreign exchanges for the country.
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As Coca - Cola growing as one of the futures markets leaders, new strategies being developed to maintain their market share. The cola wars will bring about many changes in the soft drink industry. Due to competition, better quality drinks can be expected even at a lower price. The consumer will perhaps get a good bargain.
COMPLEXITIES IN THE SOFT DRINK MARKET: The soft drink business is most complicated because of the following reasons. A) At the most basic level, it is a two - way business. When consumer buys a cigarette or soaps that ends the marketing story, but soft drink bottles collected back. B) It is a seasonal business and has sales 6 months a year. c) The retailer by the way of chilling a bottle does value addition. D) It is impulse so buying consumer loyalty is uncertain. If on a warm day the consumer asks for certain brand and finds that it is out of stock. He will settle next brand that strikes his mind rather than roaming for the first brand in the neighboring outlet. In other words if brands availability is weak on certain day, the effect on sales will show in the next 24 hours.
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PROFILE OF COCA-COLA COMPANY The Coca-Cola Company, which is the most recognized trademark in the world's largest manufacturer and the distributor of Soft drink syrups and concentrates. The mission of the company is to increase shareholders value over time. One of the foundations of this mission in the business with people has a strong commitment to the company values and culture, and providing an opportunity controlled equipment, to meet the business goals and objectives. The company has responsibility to ensure compliance with the frame of policies and procedures, and protect the company's assets and resources, while limiting business risks.
BIRTH OF REFRESHING IDEA: John Stitch Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta. It was May of 1886 when the pharmacist caramel-colored syrup. In a three legged brass kettle in his backyard. He first "distributed” the new product by carrying Coca-Cola in jug down the street to Jacobs’s pharmacy. Four five Cents, consumers could enjoy in a glass of Coca-Cola at the soda fountain. Carbonated water has teamed with the new syrup, producing a drink that was proclaimed "delicious and refreshing". Dr Pemberton's partner and book keeper, Frank M. Robinson, suggested the name and penned "Coca-Cola "in the unique following script that is stil11amous "world wide today. Mr. Robinson considered that "the Two C's would look well in advertising. 1886, Atlanta entrepreneur Asia G. Candler had acquired complete ownership of the Coca-Cola business. With in four years, his merchandising flair helped expand consumption of Coca-Cola to every state and territory. In 1919, the Coca-Cola Company
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was sold to a group of investors for $25' million. Robert ' W. Woodruff became the president of the Coca-Cola Company in 1993. And is more than 6 decades of leadership took the business to unrivaled heights of commercial sources, making Coca-Cola and institution the world over.
COCA-COLA FIRST BOTTLED: Coca-Cola began as a fountain product. But Candy Merchant Joseph A.Beindenahm of Mississippi was looking for a way to serve this refreshing beverage at picnics. He began offering bottled Coca-Cola, using syrup shifted from Atlanta during an especially busy summer in 1984 In 1899, large-scale bottling became possible when Asia Candela granted "'exclusive bottling right to Joseph. Whitehead and Benjamin fathoms Of Chattanooga, Tennessee. The Contract marked the begging of the Coca-Cola Company's unique independent bottling system that remains the foundation of the company soft drink operations. Back then, soda bottles are all very similar. And Coca-Cola had many operations. Back then, soda bottles are all very similar. And coca-cola had many imitators, which consumers would be unable to identify until they took sip. The answer was to create a distinct bottle for Coca-Cola bottle with a counter - ape now known around the world in 1915.
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THE BOTTLING SYSTEM: Today our products reach consumers and customers around the world - rough a vast distribution network made-up of local bottling companies. These bottles are located around the world, and most are independent business. Using concentrates and beverages bases produced by the Coca-Cola Company, our bottling partner's package and market products, then distribute them to more than 8 million customers. TRADE MARKS The company trademarks are most valuable assets. The trademark "Coca-Cola "was registered with the US patents & Trademark Office in 1893, followed by "coke" in 1945s. The unique contour bottle, familiar to consumers every where, was granted registration as a trademark by the US patents & Trademark Office in 1977, an honor awarded to only a few other packages. In 1982, The Coca-Cola Company introduced Diet Coke to US consumers, marking the first extension of the company's most precious trademark to another product. Later years saw the introduction of additional products bearing the Coca - Cola name, which now encompasses a powerful line of six cola products. Today, the world's favorite soft drink, Coca-Cola, is also the world's best known and admired trademark, recognized by more than 90% of the world's population. MISSION OF THE COCA-COLA COMPANY The mission of the Coca-Cola Company is to increase share owner value over time. The company accomplishes the mission by working with its business partners to deliver satisfaction and value to customers and consumers through world wide systems of superior brands and services, thus increasing brand equity on a global basis.
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MISSION OF COCA-COLA IN INDIA
Create consumer products, services and communications, customer's -services and bottling system strategies, processes and tools in order to create competitive advantage and deliver superior value to:
Consumers, as a superior beverage experience.
Customers, as an opportunity to grow profits through the use of finished drinks.
Bottle's, as an opportunity to grow profits and volumes.
The Coca-Cola Company, as a trade mark enhancement and positive economic value added. Suppliers, as an opportunity to make reasonable profits while creating real valueaddition, in an environment of system - wide team work, flexible business systems and continuous improvement.
Coca-Cola India Associates, as superior career opportunity.
The Indian society, in the form of a contribution to economic and social development.
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VISION OF COCA-COLA IN INDIA Provide exceptional strategic leadership in the Coca-Cola India systems, resulting in consumer and customer preference and loyally, through Coca -Cola's commitment to them, and in a highly profitable Coca-Cola corporate branded beverages system.
GUIDING PRINCIPLES OF COCA - COLA IN INDIA: 1. We will conduct ourselves and our business activities with high standards of honesty, integrity and professionalism. 2. We will recognize the positive contributions that we make as individuals and team members to produce our business success. 3. We will encourage a learning environment where people constantly grow, develop and contribute. 4. We will strive for excellence and seek continuous improvement in everything we do. 5. We will respect all stake holders, including employees, partners and suppliers and in still them with passion, to deliver quality goods and services. 6. We will foster initiative and creativity by empowering individuals to attain well defined objectives. The mission is the focal point for the company. Its needs these components working in conjunction to achieve the mission. People are the main assets of the company they must be developed to meet the challenges of the business environment. Commitment - people must be committed to achieving the business goals and feel secure in making business decisions.
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Policies / Procedures - provides the guides and structure to conducting business. Goals / Objectives - provides the targets, which are in line with overall Mission. Environment - We must provide the proper environment in which our employees conduct the business with honesty and integrity in accordance with moral, ethical and legal standards. Internal Controls - are vital part of the overall frame work that is the thread that binds all components together, and provides that frame work to which to work.
PROFILE OF HCCBL: The soft drink industry is basically being run franchisee basis like other franchises operating in other party of India. HCCBL is operating as franchises for Coca Cola Ltd. As Coca - Cola was launched in Ameenpur at Hyderabad
LOCATIONS: The factory is located in Ameenpur village at Hyderabad in A.P
FUNCTIONS: 1. Bottling 2. Distribution 3. Sales 4. Marketing 5. Advertising 6. Administration
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BOTTLING: The pearl beverage limited in haring multiple production capacity. It is having $ production lines. 1. The first line is having capacity to produce 400 bottles per minute. 2. The second line is having capacity to produce 200 bottles per minute. 3. The third line is having capacity to produce 200 bottles per minute. 4. The fourth line is having capacity to produce 200 bottles per minute.
In this line are large package like 1 ltr, 1.5 ltr, 2 ltr, 500 ml and 200 ml are produced. All together and total production capacity of the factory is 860 bottles per minute.
DISTRIBUTION: It is pipeline through which a product flows on its way to the consumer. It may be defined as an organized networks of agencies and institutions, which is an all the activities required to link producers in order to accomplish the marketing tasks. MARKETING: 1. Manufacturer to consumer 2. Manufacturer to retailer to consumer 3. Manufacturer to whole sale to retailer to consumer 4. Manufacturer to agent to wholesaler to retailer to consumer 5. Manufacturer to wholesaler to consumer
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ADVERTISEMENT: Advertising and marketing departments of HCCBL looks after advertisement and sales promotional activities for its local markets and dist rich market. The annual budget of HCCBL on advertising and marketing is approximately Rs.72 lakhs of which Rs.48 lakhs are spent on advertising and marketing and sales promotional and Rs.24 is specially spent on for anti coke activities.
POINT OF PURCHASE: 1. Banners 2. Racks 3. Stickers 4. Calendars 5. Gifts OUTDOOR ADVERTISEMENT: 1. Hoarding 2. Bus shelters 3. Banners 4. Truck back 5. Posters SPECIAL EVENTS: 1. Bottle coolers 2. Visi coolers 3. Uniforms
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PRODUCT PROFILE: Soft drink is a typical product, which is generally purchased by consumers for quenching thirst in a summer and also for refreshment. If we come across the market we find different types of soft drinks, which are more or less the market and more or less the content of all soft drinks of similar flavors, are same. The market of soft drinks is facing a cutthroat completion and many companies are flouting in the market with their products in different brand names. For example flavors Coca - Cola have Thumps up and Coke while Pepsi Co has Pepsi.
COCA - COLA AND ITS EVOLUTION: The Coca - Cola Company started out as an insignificant one-man business and over the last one hundred and ten years it has grown into one of the largest companies in the world. The first operator of the company was Dr. John Pemberton and the current operator is Roberto Goizuta. With out societies help, coca - cola not have become over a 50 billion dollar business. Frank Robinson, one of pemberton's close friends, named Coca - Cola; he also penned the famous Coca - Cola logo in unique script. Dr. John pemberton sold a portion of the coca-cola company to as a Candler, after pemberton's death the remainder was sold to Candler. Pemberton was forced to sell because he was in a state of poor health and was in debt. He had paid $ 76.96 for advertising. But he only made $50.00 in profits acquired the whole company for $2,300.
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Candler achieved a lot during his time as owner of the company. On January 31, 1893 the famous Coca - Cola formula was patented. He also opened the first syrup manufacturing plant in 1884. His great achievement was large scale bottling of coca cola in 1899. In 1915, the root glass company made the bottle for the coca - Cola Company. Robert Woodruff was an influential man in Atlanta because of his contributions to area colleges, universities, business and organizations. When he made a contribution, he would never leave his name, this is how he became to be known as "Mr. Anonymous" woodruff introduced the six-bottle carton in 1923. He also made coca - cola available through vending machine in 1929, that same year, the coca-cola bell glass was made available. Woodruff did have one dubious distinction; he raised the syrup prices for distributors. But he improved efficiency at every step of the manufacturing process. Woodruff also increased productivity by improving the sales department, emphasizing quality control, and beginning large-scale advertising and promotional campaigns. Woodruff made coke available in every state of the union through the soda fountain. For all of these achievements he earned the same, “The Boss". In 1985, the coca - Cola Company made what has been known as one of the biggest marketing blunder. The coca - Cola Company stumbled onto the new formula in efforts to produce diet coke. They put 4 million dollars of research to come up with the new formula.
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Robert Woodruff's death was a large contributor to the charge because he stated that he would never change coca - cola's formula. Another factor that influenced the change was that coke's market share fell 2.5 % in 4years. Each percentage point loss or gain meant 200 million dollars. A financial analyst said "Coke’s market share fell from 24.3% in 1980 to 21.8% in1984. This was the first flavor change since the existence of the coca - Cola Company. The change was announced the April 23, 1985 at the Vivian Beaumont Theater at the Lincoln center. Some 200 T.V and news papers reporters attended this very announcement. It included a question and answer session, a history of coca - cola and many other elements. The debut was accompanied by an advertisement campaign that revived the coca - cola theme song of the early 1970’s. The change to the world ' s best selling soft drink was heard by 81% of the United States population within 24 hours of the announcement. With in a week of the change 1000 calls a day where flooding the companies 800 number coke. Most of the callers where shocked, many said that they were considering switching to Pepsi. Within 6 weeks the 800 numbers was being jammed by 6000 calls a day. When Pepsi heard that the coca - Cola Company was changing its secret formula that they said it was a decision the Pepsi taste better. Roger Enrico, the president and C.E.O of Pepsi cola wrote a letter the every major newspaper in the U.S. to declare the victory, the letter read like this (Oliver 128).
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It gives me great pleasure to offer each of you my heartiest congratulations. After 87 years of going at it eye ball, the other guy just blinked. Coca - Cola Company is with drawing their product from the market place, and is reforming brand coke to be more like Pepsi. There is no question the long- term market success of Pepsi has forced this move. Coca - Cola officials said “The new formula will boost coke’s share by 1%". That is worth 200 million dollars a year. Coca - Cola management had to decide: Do nothing or "buy the world a new coke". They decided to develop the new formula. The change back to the old coke was known as the second coming Roberto said Today, we have two messages to deliver to the American consumer first, to those of you who are drinking coca - cola with its new great taste, our thanks. But there is a second group of consumers to whom we went to speak to today and our message to this group is simple. We have heard back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15% to a low of 1.4%. Roberto goizueta and Donald Keogh took full blame for this failed product launch. This was said to be a classic marketing retreat. Coca - Cola executives admitted that they had goofed by taking the old coke off the market. One old coke loyalty said “The Company had spoiled the taste of 99 years old soft drink and betrayed a national trust". We have heard you "marketer said" you would have thought we had invented a cure for cancer. The Coca - Cola company 800 number received returned home. The come back of old coke drove stock prices to the highest level in 12 years. This was said to be the only way to regain the lead on the cola wars.
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In 1979, 15 hundred employees moved to the new corporate head quarters Atlanta located on the North Avenue. The new corporate head quarters came to be known as “The Tower". During the time when the research for the new formula was taking place, it was known as “The Bunker". The known ingredients in present day Coca - Cola are water. The one in 400 part of the cocaine was removed from coca - cola in 1903. 5 years after infamous coke, the coca - Cola Company tried to bring back the reformulated coke. The effort to phase in Coke 2 into the soda market was quite unsuccessful. During the MR. Woodruff made a promise to the armed forces of the U.S to supply coca - cola to every service person. He said that costs and location did not matter; he supplied 5 million bottles to the service. The best trade mark in the world is sold in about one hundred and forty countries to 5.8 billion people in eighty different languages. This is why coca - cola is the largest soft drink company in the world. For more than 65 years, coca - cola has been a sponsor of the Olympics. The 1996 summer Olympics will be held in Atlanta, the home of Coca - Cola. One great earmark that the coca - Cola Company has its helping the people of Atlanta. The largest accomplishment that the coca - cola has is being the first company to make and use recycled plastic bottles. One way to see all of the achievements of the coca - Cola Company is to visit the world of coke in Atlanta. It houses a collection of Memorabilia, samples of the products, exhibits and many other exciting items All of what has been said is the basis of what coca - cola was built on. With out societies help, coca - cola could not have become over a 50 million dollar business. Keep on consuming the world’s favorite soft drink, coca - cola.
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COCA - COLA BOTTLES: The first type of bottle "coke" came in was the Hutchinson stopper - type glass bottle that utilized an iron stopper and rubber washer. Joseph Biedenharn, the first bottler, originally used this type of bottle. “Coca - Cola" was usually written in script or block print in the glass front. Dates: 1894 - early 1900's. The second type of "coke" bottle as the crown-top, straight-sided, and imitations became a problem. These bottles came in amber, clear and light green colors, and were also the first. To have labels on them. Dates: 1905 - 1916. The second type of bottle used is known today as the “hobble skirt" or contour bottle. The Chapman Root Glass company of Terre Hautte, Indiana invented the bottle specifically for “coca - cola". They modeled the bottle after a cocoa bean. The bottle was first patented on December 25, 1923. The actual shape of the bottle was patented in 1960. Coca – Cola first introduced 10, 12 and 26 ounce bottles in 1955. Dates: 1915-today.
FIRST BOTTLER OF COCA – COLA: In the summer of 1894, Joseph Augusts Biedenharm, a 28 year – old candy merchant from Vicksburg, Mississippi, offered the first bottle of “Coca-Coca”. It was originally sold at just soda fountains. Biedenharm sold to rural areas around Vicksburg.
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COCA – COLA DATES AND SLOGANS: 1886 “Drink coca-cola” 1904 “Delicious and refreshing” 1922 “Thirst knows No Season” 1927 “Around the corner from any where” 1929 “The pause that Refreshing Thing to Do” 1936 “It’s the Refreshing Thing To Do” 1938 “The Best Friend Thirst Ever Had” 1939 “Whoever you are, whatever you do, wherever you may be when you think of refreshment think of Ice Cold Coca-Cola” 1948 “Where there’s Coke There’s Hospitality” 1952 “What you wants is A Coke” 1956 “Coca-Cola makes Good Things Taste Better” 1958 “The Cold Crisp Taste of Coke” 1963 “Things Go Better With Coke” 1970 “It’s The Real Thing” 1975 “Look Up America” 1982 “Coke Is It” 1987 “You Can’t Beat the Real The Real Thing” 1993 “Always Coca-Cola”
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SLOGANS IN INDIA: “Life hai to Aissi” “Thanda matlab Coca-Cola” “Jiyo Thanda Piyo Thanda”
MANUFACTURING SOFT DRINK:
MATERIAL REQUIRED: A soft drink bottling plant requires these following raw materials: Sugar Essence Water Co2 Crown cork Glass Bottles Plastic Crates
In the production process initially the water is filtered and passed through exchanger. There will be two types of water sources after the initial stages of filtratio Water management process is planned in such away that the treated
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water can only pass to the soft drinks plant. Boiled sugar syrup is mixed with essence. The boiled sugar syrup mixed with essence is the factor determined the flavor and taste of the brand. As every company maintains its formula of mixing ingredients. The mixed syrup is passed through carbon -di -oxide plant in a correct proportion and chilled by the refrigeration system of the plant that is the major consumer of the electricity in the plant. The chilled mixture is passed to the bottling unit are filled to the desired level and capped. Bottles are inspected and agar the capping process it goes to crating for storage. To maintain through hygiene the plant is shut for two hours daily for clean up and routine maintenance work. Bottle inspectors are changed every twenty minutes to ensure correct checking and avoid human errors. On certain cases double checks are used to reconfirm. The management haws potted to use humans for checking bottles in place of electronic eye as the probability of rejection by electronic eye may rise up to 85% in the present case and disrupt; the production chain and reduce the efficiency of the plant output. Samples are checked for every 10 minutes of production by a chemist for its quality and hygiene condition. Samples are dispatched every week to the affiliated parent agency for quality check up. Further more the parent company also collects samples from the market at random for quality check up at any time to make sure that the quality is maintained to exact standard of the parent company.
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STATEMENT OF THE PROBLEM
The project is mainly focus to find out the consumer preference in purchase of soft drinks in Hyderabad.
Therefore the survey was conducted in those areas to know about the consumer preference towards coca-cola soft drinks. The questionnaire was framed in such away to collect overall information about the factors which influence consumer preference to purchase coca-cola soft drinks.
31
OBJECTIVES OF THE STUDY
To measure consumer awareness of coca-cola soft drinks. To find out the consumption level of coco-cola soft drinks. To find out the purpose of consumption. To find out impact of alternative brand. To identify the consumers preferences and the influencing factors in purchase of coca-cola soft drinks.
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RESEARCH METHODOLOGY
INTRODUCTION
The main objective of the study is to find out the overall preferences of consumer towards purchases of coca-cola soft drinks in Hyderabad. The method used for present study was survey method using structured and pre designed questionnaires. In this method the information is gathered mainly through personal interviews. The survey consists of gathering data by interviewing a limited number of respondents. The sample is selected from a large group on convenience basis. The uses of survey method are: 1. To gather facts from respondents. 2. To report the opinion of the respondents. 3. To probe interpretation that gives various matters.
33
METHODOLOGY RESEARCH DESIGN A research design is the specification of methods and procedures for acquiring the information needed. It is the over all operational pattern or frame work to the project that stipulates what information is to be collected from which source and by what procedures. Research design was aimed at relevant information. It was conceptual structured with in which research was conducted.
THE MAIN SOURCES OF DATA There are two types of data • primary data This consists of original information, which is collected first hand. It is obtained direct with consumers concerned through market research. It can be collected in following ways o Observation o Focus group o Survey • secondary data
34
Researchers usually start by gathering secondary data through the company’s internal data base, which provides a good starting point. However, the company can also tap a wide assortment of external information sources ranging from company public and libraries to government business and publications.
Sample: A part of population, which is provided by some process on other. Usually by deliberated selection with the object of investigation the properties of the parent population set. Non-probability sampling method is in deterministic method where the sample size is numerous and can’t be determined. So for our convenience we take convenience-sampling method where all the population in sample is given equal priority.
Sampling procedure: It is a procedure required from defining a population to the actual selection of the sample.
Sampling method: The Sampling technique adopter by the researcher for the study is simple random sampling.
Sampling unit: A sampling unit is the basic unit containing the elements of the target population.
Sample size: The sample size for the study is 200 consumers.
Area of study: 35
Area of the study for the researcher work is Hyderabad..
SCOPE OF THE STUDY
The consumption of soft drinks has become so common irrespective of the sex, occupation, age, and income differentials. The coca-cola marketing company first to maintain the standardized level of its market on the potential market and then concentrate on growth and development so as to withstand the healthy competition in the potential market.
The scope of the study was limited to the consumer preferences for soft drinks with special references to coca-cola. The study would be mainly helpful to the manufacturer to modulate the brand features according to the taste of consumers at large. The study has been conducted in Hyderabad and the data have been collected from general consumers by a personal interview.
36
LIMITATIONS OF THE STUDY
1. It is difficult to make a survey over entire India. So that researcher has confined to a particular area. 2. There is a chance for bias in the information given by the respondents. 3. The data and result may not be accurate for the total universe, due to the size of samples is small. 4. Most of the consumers refused to fill the complete questionnaire as they were busy in their work. 5. The duration of the study was restricted to time limit of weeks.
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AGE GROUP OF CONSUMERS TABLE-1 AGE 5-10 11-20 21-30 31-40 41-50 50 ABOVE
NO.OF RESPONDENTS 30 50 50 40 20 10
PERCENTAGE 15 25 25 20 10 5
CHART-1
AGE GROUP
60 50 5−10 40
11 −20 21-30
30
31-40 41-50
20
50ABOVE
10 0 5−10
11 −20
21-30
31-40
41-50
50ABOVE
PERCENTAGE
Inference: From the above table it is clear that most of the respondents who consume soft drinks come under age group of 5-10 years i.e. 15% of the total sample, 25% are in the age group between 11-30 years, 20% are in the age group between 31-40 years, 10% are in the age group of 41-50 years and 5% are in the age group above 50 years. The above table 1 shows that 25% the consumers belong to the age group between 11-30 years highly consume soft drinks.
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SEX-WISE CONSUMPTION TABLE-2 SEX MALE FEMALE TOTAL
NO.OF RESPONDENTS 118 82 200
PERCENTAGE 59 41 100
CHART-2
80 70 60 50 40
MALE
30
FEMALE
20 10 0 MALE
FEMALE
Inference: From the above table it is clear that 59% of the respondents who consume soft drinks are male and 41% of the respondents are female.
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OCCUPATION OF CONSUMERS TABLE-3 OCCUPATION STUDENTS EMPLOYEES BUSINESS OTHERS TOTAL
NO.OF RESPONDENTS 74 62 44 20 200
PERCENTAGE 37 31 22 10 100
CHART-3 40
30 Students Employees
20
Business Others
10
0 Students
Employees
Business
Others
Inference: From the above table, 37% of the consumers belong to the occupation of students, while 31% are employees, 22% are business people and 10% of them others including housewives, doctors, labours etc.
AWARENESS OF SOFT DRINK
40
TABLE-4 AWARENESS YES NO TOTAL
NO.OF RESPONDENTS 184 16 200
PERCENTAGE 92 8 200
CHART- 4 100 PERCENTAGE
90 80 70 60 50
YES
40
NO
30 20 10 0 YES
NO
Inference: From the above table it is clear that 92% of the respondents are aware of soft drinks and remaining 8% are not aware of soft drinks.
CONSUMPTION OF SOFT DRINK TABLE-5 41
BRAND THUMS UP SPRITE COCA-COLA MAAZA LIMCA FANTA TOTAL
NO. OF RESPONDENTS 48 36 28 62 12 14 200
PERCENTAGE 24 18 14 31 6 7 100
CHART-5
Percentage
TH U M SU P
SPR ITE
CO CA-CO LA
M AAZA
LIM CA
FAN TA
50 45 40 35 30 25 20 15 10 5 0 TH U M S U P
SPR ITE
CO CACO LA
M AAZA
LIM CA
FAN TA
Brand
Inference: From the above table it is clear that 24% of the people consume Thumps up, 18% of people consume Sprite, 14% of people consume Coca -cola, 31% of the people consume Maaza, 6% of the people consume Limca,7% of the people consume Fanta. It depicts that 31% of the consumers are highly responded for Maaza and 24% followed by Thums up.
PURPOSE OF HAVING SOFT DRINKS TABLE-6 42
Purpose TASTE THIRST STATUS FRESHNESS TOTAL
No. of respondents 67 78 35 20 200
Percentage 33.5 39 17.5 10 100
CHART-6
50 40 TASTE THIRST STATUS FRESHNESS
30 20
ES H N ES FR
ST AT U
S
TA ST E TH IR ST
0
S
10
PURPOSE
Inference: From the above table it is clear that 33.5% of the consumers take soft drinks as taste quencher, 39.5% of the consumers take soft drinks for thirst, and 17.5% of the consumers take soft drinks for status purpose. It depicts that the consumers highly responded for thirst 39.5% and followed by taste 33.5% and 17.5% people take for status purpose.
ALTERNATIVE BRAND
43
TABLE-7 BRAND
NO.OF RESPONDENTS 38 35 32 48 22 25 200
THUMS UP
SPRITE COCA-COLA MAAZA LIMCA FANTA TOTAL
PERCENTAGE 19 17.5 16 24 11 12.5 100
PERCENTAGE
CHART-7 40 THUM SUP
30
SPRITE CO CA-CO LA
20
M AAZA LIM CA
10
FANTA
0 THUM S UP
SPRITE
COCACO LA
M AAZA
LIM CA
FANTA
BRAND
Inference: From the above table it, is clear that 19% of the consumers take alternative brand of Thums Up, 17.5% of the consumers take alternative brand of Sprite, 16% of the consumers take alternative brand of Coca-Cola, 24% of the consumers take alternative brand of Maaza, 11% of the consumers take alternative brand of Limca, 12.5% of the consumers take alternative brand of Fanta. It depicts that 24% of the consumers prefer Maaza as alternate brand followed by 19% prefer Thums up, 17.5% of the consumers prefer Sprite and 16% of the consumers prefer Cocacola as alternate brand.
PREFERENCE FOR QUANTITY 44
TABLE-8
QUANTITY 200ml 300ml 500ml 1Ltr 11/2 Ltr TOTAL
NO.OF RESPONDENTS
PREFERNCE
78 46 26 25 25 200
39 23 13 12.5 12.5 100
CHART-8
PERCENTAGE
50 40 200ml 300ml
30
500ml 20
1Ltr 11/2 Ltr
10 0 200ml
300ml
500ml
1Ltr
11/2 Ltr
QUANTITY
Inference: From the above table-7 it is clear that 39% of the consumers responded for 200ml, 23% of the consumers responded for 300ml, 13% of the consumers responded for 500ml and 12.5% of the consumers responded for 1ltr & 11/2 ltr bottles. It depicts that 39% of the consumers responded for 200 ml, 23% of the consumers responded for 300 ml,13% of the consumers responded for 500 ml and 12.5% of the consumers responded for 1ltr & 11/2 ltr bottles.
FACTORS INFLUENCING TO PREFER BRAND
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TABLE-9 FACTORS TASTE BRAND IMAGE ADVERTISEMENT OFFERS & OTHERS TOTAL
NO.OF RESPONDENTS 87 34 56 23 200
PERCENTAGE 43.5 17 28 11.5 100
50 TASTE
30
BRANDIMAGE
20
ADVERTISEMENT
10
OFFERS&OTHERS
T H E
M
A G
O
E
&
T IS O F
F
E
R S
E R A
B
R A
N D
T A
IM
S T
E
0
E N
E
T
R S
40
D V
PERCENTAGE
CHART-9
FACTORS
Inference: From the above table-8 it is clear that 43.5% of the consumers are influenced by Taste, 17% of the cosumers are influenced by Brand Image, 28% of the cosumers are influenced by Advertisement, Offers and Others influences 11.5% of the respondents. It depicts that 43.5% of the consumers highly responded for taste and 28% of the consumers responded for advertisement, 17% of the consumers responded for Brand Image and 11.5% of the consumers responded for Offers & Others.
CONSUMERS SATISFACTION ON AVAILABILITY
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TABLE- 10 OPINION
NO.OF RESPONDENTS
PERCENTAGE
YES NO TOTAL
188 12 200
94 6 100
CHART- 10 100 90 80 70 60
Yes
50
No
40 30 20 10 0 Yes
No
Inference: From the above table, 94% of the consumers are satisfied with the availability of coca-cola products in the outlets while 6% of the consumers are not satisfied.
OPINION TOWARDSTHE ADVERTISEMENT OF COCA-COLA
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TABLE-11 OPINION HIGHLY ATTRACTIVE ATTRACTIVE SOME EXTENT NOT ATTRACTIVE TOTAL
NO.OF RESPONDENTS 46
PERCENTAGE 23
64 52 38 200
32 26 19 100
NO.OFRESPONDENTS 50
NOT
ATTRACTIVE
0
EXTENT
SOM EEX TENT
10
SOME
ATTRACTIVE
20
ATTRACTIVE
HIGHLYATTRACTIVE
30 ATTRACTIVE
40
HIGHLY
PERCENTAGE
CHART-11
NOTATTRACTIVE
OPINION
Inference: From the above table-10 it is clear that 23% of the consumers opined coca-cola advertisement as highly attractive, followed by 32% of the consumers opined it as attractive, 26% of the consumers to some extent and 19% of consumers not attractive towards the cocacola advertisement. It depicts that the 32% of the consumers responded for attractive and 26% of the consumers responded some extent and 23% of the consumers said highly attractive and 19% of the consumers are not attractive towards coca-cola advertisement.
SOURCES OF MEDIA TABLE-12 48
SOURCES OF MEDIA TELEVISION NEWS PAPERS HORDINGS WALL PAINTINGS TOTAL
NO.OF RESPONDENTS 106 44 34 16 200
PERCENTAGE 53 22 17 8 100
60 50
TELEVISION
40
NEWS PAPERS
30
HORDINGS
20
WALL PAINTINGS S IN G
W A
LL
P
A IN T
R D IN G S H O
E R P P A
N E
T E
W S
LE
V IS
0
S
10 IO N
PERCENTAGE
CHART-12
SOURCE OF MEDIA
Inference: From the above table-11 it is clear that 53% of the consumers got awareness through T.V, 22% through News Papers, 17% through Hoardings and the remaining 8% through Wall papers.
SUGGESTIONS AND COMPLAINTS BY THE CONSUMERS TABLE-13
49
Suggestion & complaints
No. of consumers
percentage
42 60 22 12 64 200
21 30 11 6 32 100
Demand for mineral water Control the price Non-availability of products in remote areas Giving advertisement towards rural market Launch 200ml Maaza TOTAL CHART-13
35 Demand for mineral w ater
30
Control the price
percentage
25 20
Non-availability of products in remote areas
15
Giving advertisement tow ards rural market
10
Launch 200ml Maaza
5 0 suggestions & com plaints
Inference: From the above table, 32% of the consumers suggested to launch 200ml Maaza, 30% of the consumers suggested to control the price, 21% of the consumers demanded for mineral water, 11% of the consumers complained about the non-availability of cocacola products in remote areas and 6% of the consumers suggested to give advertisements towards rural market.
Findings of the study
50
Out of 200 respondents, 15% of the consumers belong to the age group between 5-10 years while 25% between 11-30, 20% between 31-40 years and 5% between 41-50 years and 5 % are above 50 years. From the analysis we conclude that teenagers and adults are potential consumers for Coca-Cola products. Out of 200 respondents 59% of respondents are male and 41% are female. Out of 200 respondents 92% of respondents are aware of soft drinks and 8% are not aware of soft drinks. Out of 200 respondents 37% of the consumers belong to the occupation of students while 31% are employees, 22% are business people and 10% of them are others including housewives, doctors, labours etc. From the analysis we conclude that students occupy a larger proportion among the consumers of the Coca-Cola. With regard to the consumption of soft drinks, out of 200 respondents 31% of the consumers prefer Maaza, 24% prefer Thumsup, 18% prefer consumers prefer Coca-Cola, 7% of the consumers prefer Fanta and 6% of the consumers prefer Limca. The consumers prefer Maaza because of its Mango flavor, quality and tastiness of the product. Out of 200 respondents, 39% of the consumers take soft drinks for thrist, 33.5% of the consumers take soft drinks as taste quencher, 17.5% of the consumers for status purpose and 10.5% of the consumers take soft drinks for freshness. Most of the consumers take soft drinks for thrist. Research reveals that among the Coca-Cola soft drinks Maaza got the most alternative brand followed by Thumsup, Sprite, Fanta, Limca.
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Out of 200 respondents, 39% of the consumers prefer 200ml, 23% prefer 300ml , 13% prefer 500ml, 12.5% prefer 1ltr & 1 ½ ltr. Thus 200ml is the most preferred quantity among the different quantities of coca-cola products. Because, the consumers feel that 200ml is of less cost and their satisfactory level is that of 300ml. Out of 200 respondents, 98% of the consumers have come across the advertisement of coca–cola products while only 2% say that they didn’t come across any such kind. This itself speaks about the effectiveness of the companies advertisements. Almost all the consumers are aware of the advertisement of cocacola products. Out of 200 respondents, 53% of the consumers came to know about the coca-cola products only through T.V, 22 % of the consumers came to know about the cocacola products through news papers, 17% of the consumers came to know hoardings and 8% of the consumers through wall paintings.
Out of 200 respondents, 94% of the consumers are satisfied with the availability of coca-cola products in all outlets while 6% of the consumers are not satisfied because 8% of the consumers are from remote areas. Out of 200 respondents, 67% of the consumers said that ads of coca-cola products are attractive, 26% of the consumers said that it is attractive to some extent, 23% of the consumers said that it is highly attractive and 19% of the consumers said that it is not attractive.
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The consumers suggested to launch 200ml SKU for Maaza and for mineral water in pouches. The consumers complained that some retailers are selling 200ml SKU for Rs.8 ( Rs.7 + Re.1 as extra cooling charge) and in cinema theaters 300ml SKU is being sold selling for Rs.12. This has a greater impact on consumers especially the common man. The consumers are lagging with availability of coca-cola products in rural areas. It can be concluded that the coca-cola products are at high position in the market compared to that of competitor’s, providing the wide range of products to its wide consumer market, thus maintaining its brand image and market share.
Suggestions
53
The following suggestions are made to the company increase Company’s brand image and market share.
In summer season there is more demand for mineral water.
The company can
increase its market for sales of water by introducing 200ml and 300ml pouches, so as to get more number of consumers into its hold along with kinley water pet bottles. The company has to take necessary steps against the practice of selling at higher price by some retailers and in theaters, keeping the common man in view. The company can introduce soft drinks in various fruit flavors. The company take necessary actions for making its products available in remote areas too.
The company should concentrate more on radio and local cable network media, so the product does not lose the rural and urban market on account of competitor’s aggressive campaign and market gimmicks. The advertisements of the company should emphasize that the products are not harmful to health. Sign boards, posters and wall paintings of coca-cola brands should be increased. Company should sponsor the social and cultural activities in order to build company’s image.
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The company has to emphasize on the brands Fanta and Limca to increase its consumption rate. The company should give more preference to hygienic factors and overcome rusty crowns and faded labeling. The company should introduce 200ml SKU for Maaza.
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ANNEXURE QUESTIONNAIRE
1.
Name:
2.
Age: a)5-10 b)11-20 c)21-30 d)31-40 e)41-50 f)50 Above
3.
Sex:
Male/Female
4.
Occupation: a) Student b) Business c) Employee d) House Wife e) Others
5.
Are You Aware Of Soft Drinks:
6.
Yes/No
Which is your favorite brand in COCA-COLA: a)Thums Up b)Sprite c)Coca-Cola d)Maaza e)Limca f)Fanta. 7.
Suppose your favorite brand is not available in the shop .What is your
alternative choice: a) Thums up b)Sprite c) Coca cola d) Maaza 8. Purpose of drinking soft drinks: a) Taste b) Thirst c) Freshness d) Status. 9.
How often do you consume soft drinks: a) Occasionally b) Regularly c) Rarely 10.
Please rank the factors which influence to prefer: a) Taste b) Advertisement c) Brand image d) Offers & others
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11.
Which pack size you generally prefer: a)200ml b)300ml c)500ml d)1 lt
12.
Are you satisfied with availability of Coca-Cola brands:
Yes/No
13.
Have you come across the advertisement of Coca-Cola:
Yes/No
14.
Source of awareness is: a)T.V b)News Paper c)Wall Painting d)Hording
15.
Your opinion towards the advertisement given in the above source of media: a)Highly Attractive b) Attractive c)Ok d)Bad
.16.
Please give any suggestion:
Thank you
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BIBLIOGRAPHY
MARKETING MANAGEMENT Philip Kotler MARKETING RESEARCH G.C.Beri RESEARCH METHODOLOGY C.R.Kothari WEBSITES www.coca-cola.com www.google.com
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