A Project report On Market research On Soft drinks
Group “P” S.Y.MBA (B) 2010-2011
K.S.SCHOOL K.S.SCHOOL OF BUSINESS MANAGEMENT ~1~
GUJARAT UNIVERSITY AHMEDABAD-380009
GROUP MEMBERS:VARUN PARMAR
2120
NEETI SHARMA
2145
KHYATI VYAS
2158
YASHIKA PATEL
2159
HARDIK CHAUDHARI
2167
RITESH NAYAK
2192
ANKITA PANCHAL
2193
POOJA PANCHAL
2194
RONAK PARMAR
2198
VISHAL PARMAR
2199
FACULTY GUIDE: MR.ISMAIL BOOTWALA SIGN. ~2~
DATE OF SUBMISSION:17/01/2011
Table of contents Executive summary 2) Introduction to soft drinks 3) History of soft drinks 4)Generation of soft drinks 5) Marketing mix i) Product ii) Price iii) Place iv) Promotion 6) Marketing research 7) Limitation 8) Conclusion 9) Webography &Bibliography 1)
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6 7 10 12 13 15 15 28 29 32 58 59 60
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ACKNOWLEDGEMENT A small but an important & timely help can prove to be milestone in one’s helps. Every human being has such kind of experience. This project is dedicated to all the people whom we met, talked, interviewed & learnt something from them. At this occasion, we want to grab this immense opportunity to acknowledgement our since thanks to all of them while submitting this report. We are indebted & whole-heartedly thankful for the assistance received from various individuals in making this project a success. First and foremost we would like to express our gratitude to our college K.S. SCHOOL OF BUSINESS MANAGEMENT & its director in-charge Mrs. Sarla Achuthan for giving us the golden opportunity of making the project. We would like to express our gratitude to our faculty guide Mr. Ismail Bootwala, who always took a keen interest in our work and help us with his valuable insights.
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And finally, we are thankful to our faculties, who directly or indirectly supported us in giving shape to this project.
PREFACE As a person who has his strong past and present in the world of commerce and management education, and looking for good future in the world of practical commerce and administration, we are glad to undertake a market research on SOFT DRINK. We have persistently kept in our mind the need to focus on what is useful and practical instead of being theoretical. We are presenting what we believe to be necessary for project report. We had the opportunity of interacting with wide range of people like students, business people, government employee etc. Here we are presenting project report on SOFT DRINK and about the factors that they consider during soft drink consumption and we sincerely hope that the project will serve the purpose for which it has been prepared.
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EXECUTIVE SUMMARY The summarisation is as follows, We started with analyzing the concept of a product with is soft drink and we got some basic idea about our project. 2) After analyzing the idea we discovered the history of the product as well as some manufacturing manufacturing companies. 3) Then comes one of the major task which is discovering the 4 p’s of marketing which includes all the concepts of marketing i.e., product price place and promotion. 4) All this information information was followed by by preparing a suitable questionnaire so we can effectively communicate communicate with the customer of the product. 5) After that we did survey among among 2000 people for for gathering the information regarding our project. 6) Here comes comes the most difficult difficult task of our our project project that is analysis. 7) We made the graphical presentation in form of bi-variant data and semi variant data for easy comparison and understanding. We have worked out the inferences and interpretation of each graph to explain the fact. 8) To sum up we concluded our project with all the information that we found and our views about the future of the market. 1)
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Introducti on ~8~
Introduc Intr oductio tion n to soft drin drinks ks Soft drinks are part of beverage industry. Beverage industry include milk, Juice, cold drinks, tea, coffee, alcoholic drinks, mineral water etc. there are different companies which are doing business in these different product. Soft drinks are known as non alcoholic beverage containing syrup essence or fruit concentrates that are mixed with carbonated water. Soft drinks are thirst quencher, hygienic and a drink of enjoyment. Soft drinks industries are quit old. Today Pepsi and cocacola are the famous brands and both are multinational. The production of soft drink industry is based on on the franchise franchise system,where the parent companies supply the concentrates brand name and know how. The franchise unit that is the bottling unit supplies the production to the market. Hence the bottlers become very important for the successful operation of the soft drinks brand The drinks are called soft drinks, only to separate them from hard alcoholic drinks. This drinks do not contains alcohol & broadly specifying this beverages, includes a variety of regulated carbonated ~9~
soft drinks, diet & caffeine free drinks, bottled water juices, juice drinks, sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated drinks. Today, soft drink is more favorite refreshment drink than tea, coffee, juice etc. It is said that where there is a consumer, there is a producer & this result into competition. Bigger the player, the harder it plays. In such situation broad identity is very strong. It takes long time to make brand famous.
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History
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The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Companies de Limonadiers of Paris was granted monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.
In 1767, the first drinkable manmade glass of carbonated water was created by an Englishmen by Dr. Joseph Priestley. Three years later, the Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large amounts.
In 1810, the first U.S. patent was issued for the "means of mass manufacture of imitation mineral waters" to Simons and Rundell of Charleston, South Carolina. Carbonated beverages did not achieve great popularity in America until 1832, when John Mathews invented his apparatus for the making carbonated water. John Mathews mass manufactured 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 beverage. The early drug stores with their soda fountains became a popular part of American culture. Customers wanted to take the drinks home with them and the soft drink bottling industries grew from the consumer demand.
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Generations of soft drinks
•
•
•
•
•
•
•
In 1798: The term “soda water” was introduced.
In 1835: The 1st bottled soda water in U.S.
In 1886: Dr John s .Pemberton invented coca cola in Atlanta, Georgia.
In 1898: “Pepsi is invented by Caleb Bradham.
In 1957: The 1st aluminium can use.
In 1959: The 1st diet cola sold.
In 1970: Plastic Bottles are used for soft drinks.
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Marketing Mix
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Introduction to Marketing Mix According to the Peter Drucker “Business has two main functions, marketing and creativity. Marketing and creativity produce results and rest is cost”. This is an important concept in marketing. It consist of 4 P’s that is product, place, price and promotion. So it is known as 4 P’s of marketing mix. It represents the seller’s view of marketing tools available for influencing or enrolling the buyer to opt for their product.
Product and price
“Product is set of tangible and intangible attributes, which may include packaging, colour, price, quality & brand, plus the seller’s ~ 16 ~
services, and reputation. A product may be a good, a services, place, person, or idea” “Price is the amount of money or other items with utility needed to acquire a Product” Price is the basic regulator of the economic system because it influences the allocation of factors of production (labour, land & capital). Here are the four companies of soft drinks 1.Coca cola 2.Dabur 3.Pepsi co. 4.Parle agro
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COCA COLA
JOHN PEMBERTON
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Coca cola
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Product
quantity
Price
200 ml
8.00 250 ml
12.00 500ml 1 liter
25.00
35.00
200 ml 500ml
8.00
1.5 Liter
24.00 2-Liter
38.00
62.00
200 ml 500ml
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Dabur India Company.
limited
is
India’s
4th
Larg Larges estt
FMCG FMCG
Dabur has been marketing its products in more than 50 countries all over the world.
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product
quantity
Price
1litre 75.00
1litre 85.00
~ 25 ~ 1litre
DABUR Pepsi co.
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CELEB BRADHAM ~ 27 ~
Pepsi co.
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PRODUCT
QUANTITY
250 ml
300 ml
PRICE
15.00
25.00
1.5 Liter
50.00 2.25 Liter
60.00
12.00 Regular : 250 ml
60.00 1.5 Liter
75.00 2.25 Litre
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Parle agro
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product
Quantity price
➢
Frooti Pet 250 ml
➢
Frooti 500 ml
➢
Frooti Pet 1liter
➢
Frooti 1.5liter
5.00
10.00
20.00
25.00 ➢
Appy Classic Tetra Pack 200 ml
➢
Appy Classic Tetra Pack 1000 ml
➢
Appy Fizz 300ml
➢
Appy Fizz 500ml
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➢
Appy Fizz 500ml
8.00
12.00
15.00
20.00
30.00
Parle agro Company Profile ~ 34 ~
Business Type Primary Competitive Advantages
Exporter , Manufacturer Products are manufactured under the most hygienic conditions • The drinks are made available in a Tetra Pak and Pet Bottles • Healthy and nutritious alternative which are also delicious • Access to best quality fruits • Strategically located manufacturing facilities • State-of-the-art manufacturing plants • An extensive distribution network •
No of Staff
1250 1985
Year of Establishment Export Markets
Memberships
USA, UK, Canada, Australia, New Zealand, Singapore, Malaysia, Mauritius, Maldives, Zambia, Angola, Ghana •
Agricultural and Processed Food Products Exports Developments Authority (APEDA) ~ 35 ~
•
•
•
Product Range
•
•
•
•
•
Standard Certification
•
•
Federation of Indian Chambers of Commerce and Industry (FICCI) Project Exports Promotion Council of India (PEPC) Federation of Indian Export Organizations (FIEO) “FROOTI” – Mango Drink “APPY” – Apple Drink “APPY FIZZ” – Carbonated Apple Drink “BAILLEY” – Packaged Drinking Water Confectionery Items – “MINTROX” Cinnamon Mint Flavor & Pepper Mint Flavour and “BUTTER CUP Toffees ISO certification HACCP certification.
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Place
It includes making the product available to the final consumers through the network of various distribution channels. Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make the products available to the customers for purchase and consumption. Making the products available to the customers require development of channels of
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distribution and physical distribution of products.
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PROMOTION
Promotion is one of the four aspects of marketing. Promotion comprises four sub categories : ~ 39 ~
1. Advertising 2. Personal selling 3. Sales promotion 4. Publicity and public relations The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four sub categories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including : sales increases, new product acceptance, creation of brand equity, Positioning, competitive retaliations, or creation of a corporate image.
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Market ~ 41 ~
Researc h
recording, Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behaviour. ~ 42 ~
Step 1: Problem Definition
The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the problem has been precisely defined, the research can be designed and conducted properly. Step 2: Development of an Approach to the t he Problem
Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations. Step 'Step 3: Research Design Formulation'
A research design is a framework framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them ~ 43 ~
are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. More formally, formulating the research design involves the following steps : 1. Secondar Secondary y data data analysi analysiss 2. Qualitati Qualitative ve research research 3. Methods of collecting collecting quantitative quantitative data (survey, observation, and experimentation) 4. Definition of the information information needed 5. Measurem Measurement ent and scaling scaling procedures procedures 6. Question Questionnair nairee design design 7. Sampling Sampling process process and and sample sample size 8. Plan of data data analysis analysis
Step 4: Field Work or Data Collection
Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing interviewing (inhome, mall intercept, or computer-assisted computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted computer-assisted telephone interviewing), or through mail (traditional mail and mail panel surveys with prerecruited prerecruited households). households). Proper selection, training, supervision, and evaluation of the field force help minimize data-collection errors. ~ 44 ~
Step 5: Data Preparation and Analysis
Data preparation includes the editing, coding, transcription, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. questionnaire. The data from the questionnaires are transcribed or key-punched on to magnetic tape, or disks or input directly into the computer. Verification ensures that the data from the original questionnaires questionnaires have been accurately transcribed, while data analysis, guided by the plan of data analysis, gives meaning to the data that have been collected. Univariate techniques techniques are used for analyzing data when there is a single measurement of each element or unit in the sample, or, if there are several measurements measurements of each element, each RCH variable is analyzed in isolation. On the other hand, multivariate techniques are used for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously. simultaneously.
Step 6: Report Preparation and Presentation
The entire project should be documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and presents the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact. ~ 45 ~
For these reasons, interviews with experts are more useful in conducting marketing marketing research for industrial firms and for products of a technical nature, where it is relatively easy to identify and approach the experts. This method is also helpful in situations where little information is available from other sources, as in the case of radically new products. Secondary data analysis Secondary data are data collected for some purpose other than the problem at hand. Primary data, on the other hand, are originated by the researcher for the specific purpose of addressing the research problem. Secondary data include information made available by business and government sources, commercial marketing research firms, and computerized computerized databases. Secondary data are an economical and quick source of background information. Analysis of available secondary data is an essential step in the problem definition process: primary data should not be collected until the available secondary data have been fully analyzed. Qualitative research Information, industry experts, and secondary data may not be sufficient to define the research problem. Sometimes qualitative research must be undertaken to gain a qualitative understanding of the problem and its underlying factors. Qualitative research is unstructured, exploratory in nature, based on small samples, and may utilize popular qualitative techniques such as focus groups (group interviews), word association (asking respondents to indicate their first responses to stimulus words), and depth interviews (one-onone interviews which probe the respondents' thoughts thoughts in detail). Other exploratory research techniques, such as pilot ~ 46 ~
surveys with small samples of respondents, may also be undertaken.
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K.S. SCHOOL OF BUSINESS MANAGEMENT MARKET RESEARCH ON SOFT DRINK S.Y. - M.B.A CONSUMER QUESTIONNAIRE 1.Name 1. Name : _______________________________ ___________________________________ ____ 2.Area 2. Area : __________________________________ ___________________________________ _ 3. Gender : Male Female 4. Age group (In year): < 15 15 35 35- 50 > 50 5.
Occupation : Business
Student
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Service Profession House wife Other 6.Individual 6. Individual income (In Rs. Per month) : Below 5000 5000 – 10000 10000 – 20000 20000 above 7.Do you consume soft drink? Yes No If yes then, Daily Monthly Weekly Occasionally If no then, (Give reason) _________________ 8. Which brand of soft drink are you aware of? ________________________________ ________________________________ 9.For what purpose do you consume soft drink? Energy Digest Enjoyment Other_______
Taste
10. Why do you like like to use this brand? Availability Price Scheme Quality ~ 49 ~
Celebrity Endorsement Discount other__________
Taste
Any
11.Give rank for the brand of soft drink as per your consumption. Coca – cola Pepsi Thumps – up Mountain Dew Slice Frooti Limca Fanta 7 up Mazza
12. How much soft drink do you consume in a day/week/month? < 500 ml
0.5 to 1.5 ltr
1.5
ltr above 13. Do you easily get the soft drink which you want? ~ 50 ~
Yes
No
14. From where do you get soft drink ? Malls
Whole seller
K.S. SCHOOL OF BUSINESS MANAGEMENT ~ 51 ~
S.Y. M.B.A MARKET RESEARCH ON SOFT DRINKS RETAILER QUESTIONNIER
1. Name: _________________________________ ______________________________________ _____ 2. Area of shop: ________________________________ ________________________________ 3. Which of the following brands of soft drinks do you deal with?
( )Pepsi
( )Coca-cola
( )Parle-Agro
( )
Other(Specify)________ 4. Which are the highest selling brands of soft drinks? : _________________________________ _________________________________________ ________ 5. Which are the lowest selling brands of soft drinks? : _________________________________ _________________________________________ ________ 6. How long have you been dealing with the following soft drinks? Brand Name
Time Period
Pepsi Coca-cola Parle-Agro ~ 52 ~
Dabur Other(Specify)_______ ____ 7. What is your monthly sale of soft drinks? : _________________________ _________________________ 8. What is your profit margin on selling of soft drinks? : _______________________ _______________________ 9. Which kind of promotional offers does a company undertake?
( ) Discount
( )Tie in Promotion
( ) Coupon ( )
Free samples
( ) Lucky draws
( ) Other_______ 10. Have you ever experience a decline in a demand of soft drinks?
( ) Yes
( )
No
11. Which are the common complaints received from customers?
( ) Low quality
( ) High PH level
( )High prices ~ 53 ~
( ) Harmful for health
( )Any
other___________
12. Any benefits received by you from the company?
Mode of payme nt
Credi t perio d
Gift s
Pepsi Cocacola Parle ~ 54 ~
Disco unt
Tour Other_ & ________ Travel __ s
-Agro Dabu r Othe r_____ __
13. Any suggestion ____________________________
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Brand Name Cocacola Pepsi Thumps -up Mountai n Dew Slice Frooti Limca Fanta 7 up Mazza Total
Male 1 150
2 110
3 190
4 85
5 75
Total 610
295 125
190 210
65 140
75 60
60 80
685 615
105
75
90
130
115
515
65 35 10 5 35 40 865
65 75 20 15 75 30 865
80 50 45 65 75 65 865
45 100 130 85 90 65 865
95 95 90 80 95 80 865
350 355 295 250 370 280 4325
From the above chart we can conclude that male surveyed by us preferred Pepsi & Coca-Cola as against Slice, Frooti and Limca respectively.
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Brand Name Cocacola Pepsi Thumps -up Mountai n Dew Slice Frooti Limca Fanta 7 up Mazza Total
Female 1 115
2 115
3 55
4 95
5 65
Total 445
170 80
95 85
65 115
40 65
80 70
450 415
30
45
45
85
60
265
60 60 25 40 25 89 695
95 95 30 40 55 40 695
75 75 65 75 45 74 695
65 65 70 90 40 79 695
80 40 90 95 65 54 695
375 335 230 340 230 340 3475
From the above chart we can conclude that female surveyed by us preferred Pepsi & Coca-Cola against M.dew, 7 up and Limca respectively. Brand Name Cocacola Pepsi Thumps -up Mountai n Dew Slice Frooti Limca Fanta 7 up
1 64
2 29
Below 15 3 4 32 27
67 17
45 71
23 26
18 7
33 26
186 147
7
11
19
20
23
80
37 46 3 7 9
45 52 15 16 23
52 37 27 33 28
33 47 60 53 37
57 29 23 37 40
224 211 128 146 137
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5 41
Total 193
Mazza Total
69 326
19 326
49 326
24 326
17 326
178 1630
From the above data we can conclude that Mazza & Pepsi are most preferred brands by the age of below 15 consumers. Brand Name Cocacola Pepsi Thumps -up Mountai n Dew Slice Frooti Limca Fanta 7 up Mazza Total
1 171
2 137
15-35 3 90
254 116
143 170
70 167
64 95
72 87
603 635
88
95
79
154
114
530
47 42 23 32 36 45 854
63 98 27 24 78 19 854
66 73 70 74 82 83 854
53 89 101 70 53 68 854
90 49 126 91 65 75 854
319 351 347 291 314 290 4270
4 107
5 85
Total 590
From the above chart we can conclude that Pepsi & Coca-Cola are the most preferred brands by the age
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of 15 to 35 consumers against Thumps-up, Frooti, Limca & Fanta respectively. Brand Name Cocacola Pepsi Thumps -up Mountai n Dew Slice Frooti Limca Fanta 7 up Mazza Total
Above 35 3 4 123 46
1 30
2 59
5 14
Total 272
144 72
97 54
37 62
34 23
34 37
346 248
40
13
39
41
38
171
41 7 9 6 15 16 380
51 20 8 13 29 36 380
37 15 13 36 10 8 380
24 29 39 52 40 52 380
26 57 31 46 55 42 380
179 128 100 153 149 154 1900
From the above data we can conclude that Pepsi & Thumps- up are the most preferred brands by the age of above 35 consumers against the M.dew, Slice, Frooti and Mazza respectively.
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Brand name Cocacola Pepsi Thum ps-up M.de w Slice Frooti Limca Fanta 7 up Mazz a Total
Highly Satisfi ed
Satisf Aver ied age
Dissati sfied
Tot al
80 131
38 80
127 203
20 51
265 465
67
33
93
12
205
37 42 27 12 15 34
5 19 13 3 9 6
67 57 36 17 19 15
26 7 19 3 2 5
135 125 95 35 45 60
33
19
73
5
478
225
707
150
130 156 0
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From the above chart we can conclude that the consumers who consumed the Pepsi, Coca-Cola & Thumps-up are satisfied most, while on the other hand the consumers who consumed the other brands i.e. Frooti, Slice, 7 up, Mazza etc. are less satisfied or average satisfied than the Pepsi, CocaCola & Thumps-up.
Brand Name
Yes
No
Cocacola Pepsi Thumps -up Mountai n Dew Slice Frooti Limca Fanta 7 up Mazza Total
203
62
373 164
92 41
Total
265 465 205
115 94 86 23 36 57 113 1264
20 31 9 12 9 3 17 296
135 125 95 35 45 60 130 1560
From the above data we can conclude that the Pepsi, Coca-Cola, Thumps-up, M.dew and Mazza are easily available in the market. On the other hand Limca, Fanta and 7up are not easily available in the market.
Consumpti
Occuption Stude Busine Servi Professi ~ 61 ~
House-
Tot
on Daily Weekly Monthly Occasionall y
nt 56 84 122
ss 0 11 27
ce 24 17 77
on 6 12 39
wife 0 3 27
513
102
267
88
85
Total
775
140
385
145
115
From the above data we can conclude that out of 1560 respondents 1055 people consume soft drink occasionally. In which 513 are students.
Purpos e Energy Digest Enjoym ent Taste Total
Stud ent 90 90 380 215 775
Occupation Busin Serv Profes ess ice sion 32 22 11 28 43 63 23 57 140
164 156 385 ~ 62 ~
26 45 145
Housewife Total 5 160 17 241 43 50 115
636 523 1560
al 86 127 292 105 5 156 0
From the above information we can conclude that most of the respondents consume soft drink for the purpose of enjoyment.
Time Period Daily Weekly Monthly Total
Consumption < 0.5 -1.5 500ml ltr 200 175 95 125 605 215 900
515
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>1.5l tr 15 25 75 115
Tot al 390 245 895 153 0
From the above information we can conclude that majority of the respondents consume less than 500 ml of soft drink.
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Brand Availabi Name lity Cocacola 104 Pepsi 223 Thump s up 57 Mount ain dew 40 Slice 34 Frooti 12 Limca 13 Fanta 13 7-up 16 Mazza 26 Total
538
Pri ce
Sche me
Quali ty
Celebrity Endorse ment
12 5
9 16
34 17
33 57
6 52
67 95
265 465
3
0
46
52
0
47
205
11 0 0 6 2 0 4
2 0 0 0 0 4 1
21 22 15 10 11 9 13
3 33 0 0 0 0 7
0 0 7 0 7 2 0
58 36 61 6 12 29 79
43
32
198
185
74
490
135 125 95 35 45 60 13 130 156 0
Disco unt
Tas te
Tot al
From the survey conducted by us we can conclude that Pepsi is the most preferred brand because of its availability and taste.
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Brand
Pepsi
ParleAgro
Cocacola
In % Deal with
37.6
9.53
33.52
598
154
542
Dab Othe Tota ur r l 11.3 8.02 3 100 139 183 1616
From the above information of dealers we came to conclusion that majority of the dealers are dealing with Pepsi and Coca-cola.
Brand In % Sales
Pepsi 47.33 237
Cocacola 37 185
ParleAgro 6.67 33
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Dab Oth Tota ur er l 5.08 3.92 100 25 20 500
From the above information we can say that Pepsi is highest selling brand among all the brands available in the market.
Brand Pepsi Cocacola ParleAgro Dabur Other Total In %
Disco unt 36
Sche me 33
Adverti sing 147
Oth er 21
Tota l 237
23
12
56
94
185
17 4 9 90 18
13 7 1 75 15
63 14 10 225 45
0 0 0 110 22
33 25 20 500 100
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From the above information we came to the conclusion that advertisement is the major source of promotion.
Limitations •
•
•
•
This research has been carried out in Ahmadabad city only so the result obtained may not be true for other city. More over the no. of people questioned was very less with compare to population of Ahmadabad so result may not be certain in all the situations. The variety in the lifestyle of people also affects the survey. The information collected by us is limited because of lack of money and time constraints.
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The information obtained by us is used as secondary data may not survey as another person’s objective. • Some people were unwilling to give response. • As we all are doing this kind of research at the first time, there can be some mistakes done by us because of inexperience of such work. •
Conclusion
As it is said that “knowledge is important” but it is truly believed that “Applied Knowledge is more useful”. So, here we like to conclude with the heartfelt feeling of gaining of enormous knowledge of how to establish and survive in the real business world. This task has been given us a break to sharpen our management skill and trained us how to undergo different areas of business.
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We have also learnt to survive in all the circumstances by making appropriate decisions. This project has given us improvement in our potential. As the soft drink companies is facing a tough competition, the making of this project will be helpful to the sellers of soft drink to know about the taste and preferences of people and their consumption of soft drink. After conducting an extensive marketing research on all aspects of stabilizing the soft drink, at last but not the least, we like to conclude this project with the satisfaction of its validity.
Webogr Web ograph aphy y & Bib Biblio liogra graphy phy
• •
•
Google Wikipedia Marketing management by Philip kotler
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THANK YOU ~ 71 ~
