coke

MARKET STUDY ON 300ML SKU.

OF COCA-COLA

BEVERAGE INDUSTRY

Introduction

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, by John S. Pemberton, on May 8, 1886.

Now operating in more than 200 countries and producing nearly 400 brands.

The Coca-Cola Company also produces & markets non carbonated including water, juice drinks energy & sports drinks, tea & coffee.

Consumer Servings (per day): nearly 1.6 billion.

Ranking: We own 4 of the world’s top 5 non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta.

It has already invested nearly US$ 1 billion in India.

The vast Indian operations comprises,25 wholly-owned- company-owned bottling operations, 24 franchisee-owned bottling operations.

Objectives of the study

• The main objective of this study lies in studying and understanding

Market which comprises of consumers and retailers perception and

opinion about the product 300 ML RGB.

• To find out competition provided by its competitors and the extra

benefits or offerings or services provided by its competitors.

• Comparative analysis among brand packages.

Research Methodology

Sampling Plan

Favorite Soft drink Coke - 47% Pepsi - 40% Others - 13%

If coke, Thumsup - 10 CC - 15 Limca - 12 Maaza - 4 Sprite, Fanta - 3

If Pepsi, Dew - 10 Pepsi - 21 7up - 7 Slice - 2

Have you ever experience that, you asked for the Coke product and vendor supplied you with Pepsi product

If yes, did you buy that Pepsi product

Choose ONE you like most out of given TWO:

Reaction towards 300ml RGB, are you happy to sell?

If Not satisfied, what problems you are facing?

Do you think rate of 300ml bottle which is available at Rs.12 is worth it?

Which 300ml RGB brand you are more satisfied to sell?

Actual Work Done

Findings

• The major competitor PEPSI is getting the market aggressively

through its services and high margin issues.

• Retailer in some area revealed that they are not getting schemes i.e.

distributors are not providing schemes properly mostly in rural areas.

• Minute maid Nimbo Fresh and 200ml RGB brand packages are getting

popularity.

Recommendations

• Strongly believe that RGB should be replaced with Pet bottles of same

size because it will solve out all the problems for both -:

a) Retailers b) Company

• Younger generation are more interested in soft drinks ,so new

openings in institutional areas should be increased.

• The product could be sold in packs of 2 or more, so there could be a

price reduction.

• Use some proper methodology to provide the information about the

schemes directly to the retailers.

• Company should try to sort out the personal misunderstandings and

problems with distributors and retailers.

THANK YOU

The global drink PARITOSH SACHDEVA