A research on the Promotion of aerated drinks in the rural areas

Submitted By FACULTY

Group 13 harish jain

Name enrollment no

Mr romil singh A1802010023

Mr bhanu mehra AI802010376

Ms Jyoti arora AI802010189

Ms Bindu choudhary AI802010107

DECLARATION

We romilrdquoldquobhanurdquordquo jyotirdquo and bindurdquo hereby declare that the work presented herein is

genuine work done originally by us and has not been published or submitted elsewhere Any

literature data or works done by others and cited within this dissertation has been given due

acknowledgement and listed in the reference section

Acknowledgement

Our all praises to Almighty God who blessed us with sufficient courage and capacity to carry out and

complete this study Being aware of the limitations and shortcomings it was not possible for us to

accomplish this work without his help

We sincerely feel that the credit of this project report could not be narrowed to only one

individual as the whole work is outcome of integrated efforts of all those concerned with it

through whose cooperation and effective guidance we could achieve its completion

We wish to place our profound indebtness and deep sense of obligation to our Guide Mr harish

jain for providing us with the opportunity to work on such an interesting topic

Last but not the least we are thankful to our parents and friends that supported us through this

project

Romil singh tehlan

Bhanu mehra

Jyoti arora

Bindu choudhary

Executive Summary

Soft drinks are become part and parcel of the Indian lifestyle Be it children the college kid or the middle aged Indian soft drinks are enjoyed by one and all in the country Especially after the influx of a number of fast food joints in India soft drinks have gained more popularity Food like pizzas burgers and French fries go hand in hand with soft drinks

Gone are the days when a soft drink was enjoyed to the combat a sunny day Today soft drinks are enjoyed with almost every meal that one has outside hisher home Despite several issues that crept up regarding the ingredients used behind the manufacturing of soft drinks the market remained stable

The soft drink industry in India is categorized on the basis of carbonated and non carbonated drinks The carbonated drinks include flavors like cola lemon and orange and the non carbonated drinks segment includes mostly mango flavors The non carbonated segment includes fruit juices and squashes The Top Soft Drink Brands in India are Coca-Cola Pepsi and Thumps Up The other popular soft drink brands in India include Fanta Mirinda7Up Sprite Limca etc In order to cater to all the segments of the society these top soft drink brands are available in numerous sizes Starting from the age old 300 ml glass bottles to the 200 ml ones to the recently launched 500 ml and 1liter plastic bottles soft drinks are available in almost every size desired by the consumer The carbonated drinks account for almost 80 of the total sales of the soft drinks market in India

Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

Therefore we selected ldquopromotion of aerated drinks In rural areasrdquo our research topic

Objectives of study

bull Study focused on four limiting factors

1availability

2affordability

3acceptability

4awareness

bull To find out the most popular soft drink in rural parts

bull To find out the best marketing medium in rural parts

Need of the study

As we have already mentioned that Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

The scope of this study as far as the area is concerned is limited to rural areas only

This research is a descriptive research Primary data was collected from 100 respondents by

using a questionnaire through convenience sampling and secondary data was collected through

websites articles etc

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 656 billion including $206 billion

of value added products Of this beverage industry is valued at $230 million bread and biscuits

at $17 billion chocolates at $73 million and ice creams at $188 million

The size of the semi-processedready-to-eat food segment is over $11 billion Large biscuits amp

confectionery units Soya processing units and starchglucose producing units have also come

up catering to domestic and international markets

The three largest consumed categories of packaged foods are packed tea biscuits and soft drinks

The Indian beverage industry faces over supply in segments like coffee and tea However more

than half of this is available in unpacked or loose form Indian hot beverage market is a tea

dominant market Consumers in different parts of the country have heterogeneous tastes Dust

tea is popular in southern India while loose tea in preferred in western India The urban-rural

split of the tea market was 5149 in 2000 Coffee is consumed largely in the southern states The

size of the total packaged coffee market is 19600 tones or $87 million

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates

a year or $1 billion The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season The market is

predominantly urban with 25 per cent contribution from rural areas Coca cola and Pepsi

dominate the Indian soft drinks market Mineral water market in India is a 65 million crates ($50

million) On an average the monthly consumption is estimated at 49 million crates which

increases to 52 million during peak season

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

DECLARATION

We romilrdquoldquobhanurdquordquo jyotirdquo and bindurdquo hereby declare that the work presented herein is

genuine work done originally by us and has not been published or submitted elsewhere Any

literature data or works done by others and cited within this dissertation has been given due

acknowledgement and listed in the reference section

Acknowledgement

Our all praises to Almighty God who blessed us with sufficient courage and capacity to carry out and

complete this study Being aware of the limitations and shortcomings it was not possible for us to

accomplish this work without his help

We sincerely feel that the credit of this project report could not be narrowed to only one

individual as the whole work is outcome of integrated efforts of all those concerned with it

through whose cooperation and effective guidance we could achieve its completion

We wish to place our profound indebtness and deep sense of obligation to our Guide Mr harish

jain for providing us with the opportunity to work on such an interesting topic

Last but not the least we are thankful to our parents and friends that supported us through this

project

Romil singh tehlan

Bhanu mehra

Jyoti arora

Bindu choudhary

Executive Summary

Soft drinks are become part and parcel of the Indian lifestyle Be it children the college kid or the middle aged Indian soft drinks are enjoyed by one and all in the country Especially after the influx of a number of fast food joints in India soft drinks have gained more popularity Food like pizzas burgers and French fries go hand in hand with soft drinks

Gone are the days when a soft drink was enjoyed to the combat a sunny day Today soft drinks are enjoyed with almost every meal that one has outside hisher home Despite several issues that crept up regarding the ingredients used behind the manufacturing of soft drinks the market remained stable

The soft drink industry in India is categorized on the basis of carbonated and non carbonated drinks The carbonated drinks include flavors like cola lemon and orange and the non carbonated drinks segment includes mostly mango flavors The non carbonated segment includes fruit juices and squashes The Top Soft Drink Brands in India are Coca-Cola Pepsi and Thumps Up The other popular soft drink brands in India include Fanta Mirinda7Up Sprite Limca etc In order to cater to all the segments of the society these top soft drink brands are available in numerous sizes Starting from the age old 300 ml glass bottles to the 200 ml ones to the recently launched 500 ml and 1liter plastic bottles soft drinks are available in almost every size desired by the consumer The carbonated drinks account for almost 80 of the total sales of the soft drinks market in India

Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

Therefore we selected ldquopromotion of aerated drinks In rural areasrdquo our research topic

Objectives of study

bull Study focused on four limiting factors

1availability

2affordability

3acceptability

4awareness

bull To find out the most popular soft drink in rural parts

bull To find out the best marketing medium in rural parts

Need of the study

As we have already mentioned that Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

The scope of this study as far as the area is concerned is limited to rural areas only

This research is a descriptive research Primary data was collected from 100 respondents by

using a questionnaire through convenience sampling and secondary data was collected through

websites articles etc

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 656 billion including $206 billion

of value added products Of this beverage industry is valued at $230 million bread and biscuits

at $17 billion chocolates at $73 million and ice creams at $188 million

The size of the semi-processedready-to-eat food segment is over $11 billion Large biscuits amp

confectionery units Soya processing units and starchglucose producing units have also come

up catering to domestic and international markets

The three largest consumed categories of packaged foods are packed tea biscuits and soft drinks

The Indian beverage industry faces over supply in segments like coffee and tea However more

than half of this is available in unpacked or loose form Indian hot beverage market is a tea

dominant market Consumers in different parts of the country have heterogeneous tastes Dust

tea is popular in southern India while loose tea in preferred in western India The urban-rural

split of the tea market was 5149 in 2000 Coffee is consumed largely in the southern states The

size of the total packaged coffee market is 19600 tones or $87 million

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates

a year or $1 billion The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season The market is

predominantly urban with 25 per cent contribution from rural areas Coca cola and Pepsi

dominate the Indian soft drinks market Mineral water market in India is a 65 million crates ($50

million) On an average the monthly consumption is estimated at 49 million crates which

increases to 52 million during peak season

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Acknowledgement

Our all praises to Almighty God who blessed us with sufficient courage and capacity to carry out and

complete this study Being aware of the limitations and shortcomings it was not possible for us to

accomplish this work without his help

We sincerely feel that the credit of this project report could not be narrowed to only one

individual as the whole work is outcome of integrated efforts of all those concerned with it

through whose cooperation and effective guidance we could achieve its completion

We wish to place our profound indebtness and deep sense of obligation to our Guide Mr harish

jain for providing us with the opportunity to work on such an interesting topic

Last but not the least we are thankful to our parents and friends that supported us through this

project

Romil singh tehlan

Bhanu mehra

Jyoti arora

Bindu choudhary

Executive Summary

Soft drinks are become part and parcel of the Indian lifestyle Be it children the college kid or the middle aged Indian soft drinks are enjoyed by one and all in the country Especially after the influx of a number of fast food joints in India soft drinks have gained more popularity Food like pizzas burgers and French fries go hand in hand with soft drinks

Gone are the days when a soft drink was enjoyed to the combat a sunny day Today soft drinks are enjoyed with almost every meal that one has outside hisher home Despite several issues that crept up regarding the ingredients used behind the manufacturing of soft drinks the market remained stable

The soft drink industry in India is categorized on the basis of carbonated and non carbonated drinks The carbonated drinks include flavors like cola lemon and orange and the non carbonated drinks segment includes mostly mango flavors The non carbonated segment includes fruit juices and squashes The Top Soft Drink Brands in India are Coca-Cola Pepsi and Thumps Up The other popular soft drink brands in India include Fanta Mirinda7Up Sprite Limca etc In order to cater to all the segments of the society these top soft drink brands are available in numerous sizes Starting from the age old 300 ml glass bottles to the 200 ml ones to the recently launched 500 ml and 1liter plastic bottles soft drinks are available in almost every size desired by the consumer The carbonated drinks account for almost 80 of the total sales of the soft drinks market in India

Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

Therefore we selected ldquopromotion of aerated drinks In rural areasrdquo our research topic

Objectives of study

bull Study focused on four limiting factors

1availability

2affordability

3acceptability

4awareness

bull To find out the most popular soft drink in rural parts

bull To find out the best marketing medium in rural parts

Need of the study

As we have already mentioned that Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

The scope of this study as far as the area is concerned is limited to rural areas only

This research is a descriptive research Primary data was collected from 100 respondents by

using a questionnaire through convenience sampling and secondary data was collected through

websites articles etc

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 656 billion including $206 billion

of value added products Of this beverage industry is valued at $230 million bread and biscuits

at $17 billion chocolates at $73 million and ice creams at $188 million

The size of the semi-processedready-to-eat food segment is over $11 billion Large biscuits amp

confectionery units Soya processing units and starchglucose producing units have also come

up catering to domestic and international markets

The three largest consumed categories of packaged foods are packed tea biscuits and soft drinks

The Indian beverage industry faces over supply in segments like coffee and tea However more

than half of this is available in unpacked or loose form Indian hot beverage market is a tea

dominant market Consumers in different parts of the country have heterogeneous tastes Dust

tea is popular in southern India while loose tea in preferred in western India The urban-rural

split of the tea market was 5149 in 2000 Coffee is consumed largely in the southern states The

size of the total packaged coffee market is 19600 tones or $87 million

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates

a year or $1 billion The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season The market is

predominantly urban with 25 per cent contribution from rural areas Coca cola and Pepsi

dominate the Indian soft drinks market Mineral water market in India is a 65 million crates ($50

million) On an average the monthly consumption is estimated at 49 million crates which

increases to 52 million during peak season

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Executive Summary

Soft drinks are become part and parcel of the Indian lifestyle Be it children the college kid or the middle aged Indian soft drinks are enjoyed by one and all in the country Especially after the influx of a number of fast food joints in India soft drinks have gained more popularity Food like pizzas burgers and French fries go hand in hand with soft drinks

Gone are the days when a soft drink was enjoyed to the combat a sunny day Today soft drinks are enjoyed with almost every meal that one has outside hisher home Despite several issues that crept up regarding the ingredients used behind the manufacturing of soft drinks the market remained stable

The soft drink industry in India is categorized on the basis of carbonated and non carbonated drinks The carbonated drinks include flavors like cola lemon and orange and the non carbonated drinks segment includes mostly mango flavors The non carbonated segment includes fruit juices and squashes The Top Soft Drink Brands in India are Coca-Cola Pepsi and Thumps Up The other popular soft drink brands in India include Fanta Mirinda7Up Sprite Limca etc In order to cater to all the segments of the society these top soft drink brands are available in numerous sizes Starting from the age old 300 ml glass bottles to the 200 ml ones to the recently launched 500 ml and 1liter plastic bottles soft drinks are available in almost every size desired by the consumer The carbonated drinks account for almost 80 of the total sales of the soft drinks market in India

Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

Therefore we selected ldquopromotion of aerated drinks In rural areasrdquo our research topic

Objectives of study

bull Study focused on four limiting factors

1availability

2affordability

3acceptability

4awareness

bull To find out the most popular soft drink in rural parts

bull To find out the best marketing medium in rural parts

Need of the study

As we have already mentioned that Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

The scope of this study as far as the area is concerned is limited to rural areas only

This research is a descriptive research Primary data was collected from 100 respondents by

using a questionnaire through convenience sampling and secondary data was collected through

websites articles etc

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 656 billion including $206 billion

of value added products Of this beverage industry is valued at $230 million bread and biscuits

at $17 billion chocolates at $73 million and ice creams at $188 million

The size of the semi-processedready-to-eat food segment is over $11 billion Large biscuits amp

confectionery units Soya processing units and starchglucose producing units have also come

up catering to domestic and international markets

The three largest consumed categories of packaged foods are packed tea biscuits and soft drinks

The Indian beverage industry faces over supply in segments like coffee and tea However more

than half of this is available in unpacked or loose form Indian hot beverage market is a tea

dominant market Consumers in different parts of the country have heterogeneous tastes Dust

tea is popular in southern India while loose tea in preferred in western India The urban-rural

split of the tea market was 5149 in 2000 Coffee is consumed largely in the southern states The

size of the total packaged coffee market is 19600 tones or $87 million

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates

a year or $1 billion The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season The market is

predominantly urban with 25 per cent contribution from rural areas Coca cola and Pepsi

dominate the Indian soft drinks market Mineral water market in India is a 65 million crates ($50

million) On an average the monthly consumption is estimated at 49 million crates which

increases to 52 million during peak season

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Objectives of study

bull Study focused on four limiting factors

1availability

2affordability

3acceptability

4awareness

bull To find out the most popular soft drink in rural parts

bull To find out the best marketing medium in rural parts

Need of the study

As we have already mentioned that Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

The scope of this study as far as the area is concerned is limited to rural areas only

This research is a descriptive research Primary data was collected from 100 respondents by

using a questionnaire through convenience sampling and secondary data was collected through

websites articles etc

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 656 billion including $206 billion

of value added products Of this beverage industry is valued at $230 million bread and biscuits

at $17 billion chocolates at $73 million and ice creams at $188 million

The size of the semi-processedready-to-eat food segment is over $11 billion Large biscuits amp

confectionery units Soya processing units and starchglucose producing units have also come

up catering to domestic and international markets

The three largest consumed categories of packaged foods are packed tea biscuits and soft drinks

The Indian beverage industry faces over supply in segments like coffee and tea However more

than half of this is available in unpacked or loose form Indian hot beverage market is a tea

dominant market Consumers in different parts of the country have heterogeneous tastes Dust

tea is popular in southern India while loose tea in preferred in western India The urban-rural

split of the tea market was 5149 in 2000 Coffee is consumed largely in the southern states The

size of the total packaged coffee market is 19600 tones or $87 million

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates

a year or $1 billion The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season The market is

predominantly urban with 25 per cent contribution from rural areas Coca cola and Pepsi

dominate the Indian soft drinks market Mineral water market in India is a 65 million crates ($50

million) On an average the monthly consumption is estimated at 49 million crates which

increases to 52 million during peak season

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Need of the study

As we have already mentioned that Soft drinks do not only rule the urban markets they have successfully managed to penetrate the rural areas as well Rural areas account for almost 75 sales of Pet bottles whereas the sales of 300 ml and 200ml bottles are higher in the rural areas

The scope of this study as far as the area is concerned is limited to rural areas only

This research is a descriptive research Primary data was collected from 100 respondents by

using a questionnaire through convenience sampling and secondary data was collected through

websites articles etc

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 656 billion including $206 billion

of value added products Of this beverage industry is valued at $230 million bread and biscuits

at $17 billion chocolates at $73 million and ice creams at $188 million

The size of the semi-processedready-to-eat food segment is over $11 billion Large biscuits amp

confectionery units Soya processing units and starchglucose producing units have also come

up catering to domestic and international markets

The three largest consumed categories of packaged foods are packed tea biscuits and soft drinks

The Indian beverage industry faces over supply in segments like coffee and tea However more

than half of this is available in unpacked or loose form Indian hot beverage market is a tea

dominant market Consumers in different parts of the country have heterogeneous tastes Dust

tea is popular in southern India while loose tea in preferred in western India The urban-rural

split of the tea market was 5149 in 2000 Coffee is consumed largely in the southern states The

size of the total packaged coffee market is 19600 tones or $87 million

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates

a year or $1 billion The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season The market is

predominantly urban with 25 per cent contribution from rural areas Coca cola and Pepsi

dominate the Indian soft drinks market Mineral water market in India is a 65 million crates ($50

million) On an average the monthly consumption is estimated at 49 million crates which

increases to 52 million during peak season

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

INDIAN BEVERAGE MARKET

The size of the Indian food processing industry is around $ 656 billion including $206 billion

of value added products Of this beverage industry is valued at $230 million bread and biscuits

at $17 billion chocolates at $73 million and ice creams at $188 million

The size of the semi-processedready-to-eat food segment is over $11 billion Large biscuits amp

confectionery units Soya processing units and starchglucose producing units have also come

up catering to domestic and international markets

The three largest consumed categories of packaged foods are packed tea biscuits and soft drinks

The Indian beverage industry faces over supply in segments like coffee and tea However more

than half of this is available in unpacked or loose form Indian hot beverage market is a tea

dominant market Consumers in different parts of the country have heterogeneous tastes Dust

tea is popular in southern India while loose tea in preferred in western India The urban-rural

split of the tea market was 5149 in 2000 Coffee is consumed largely in the southern states The

size of the total packaged coffee market is 19600 tones or $87 million

The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates

a year or $1 billion The market is highly seasonal in nature with consumption varying from 25

million crates per month during peak season to 15 million during off-season The market is

predominantly urban with 25 per cent contribution from rural areas Coca cola and Pepsi

dominate the Indian soft drinks market Mineral water market in India is a 65 million crates ($50

million) On an average the monthly consumption is estimated at 49 million crates which

increases to 52 million during peak season

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

STUDY OF GROWTH OF SOFT DRINK MARKET

SOFT DRINKS

Carbonated drinks are dominated by artificial flavors based on cola orange and lime with

Pepsi and coca-cola dominating the market The entire part of the drink is based on its artificial

flavors and sweetening agents as no natural juice is used

MARKET

Cola products account for nearly 61-62 of the total soft drinks market

Two global majorsrsquo Pepsi and Coke dominate the soft drink market

NCAER survey says 91 of soft drink in the country is in the lower lower middle and

upper middle class people

The market is worth around Rs5000 crores with growth rate of around 10-15

The production as soft drinks has increased from 5670 million bottles in 1998-99 to 9783

million bottles in 2000-2008 industry source

Growth market this year is expected to be 10-15 in value terms and 20-22 in volume

terms

However the market for carbonated drinks is stagnating and not growing as expected

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Rural Market Scenario

Indian Rural Market

The Indian growth story is now spreading itself to Indias hinterlands Rural India home to about two-thirds of the countryrsquos 1 billion population is not just witnessing an increase in its income but also in consumption and production The interim Budgets focus on extending the National Rural Employment Guarantee Act (NREGA) to all states with a US$ 583 billion outlay for 2009-10 would benefit the rural economy The rural economy got a further boost with the farmer loan waiver of US$ 1386 billion and the ambitious Bharat Nirman Programme with an outlay of US$ 3484 billion for improving rural infrastructure Additionally the rural economy has not been impacted by the global economic slowdown according to a recent study by the Rural Marketing Association of India (RMAI) The study found that the rural and small town economy which accounts for 60 per cent of Indiarsquos income has remained insulated from the economic slowdown Moreover rural incomes are on the rise driven largely due to continuous growth in agriculture for four consecutive years According to a McKinsey survey conducted in 2007 the rural India market would grow almost four times from its existing size in 2007 which was estimated at US$ 577 billion Furthermore high-end brands like Tommy Hilfiger are also bullish on small towns Small towns currently contribute around 20 per cent of the brandrsquos sales This could go up to one-third in two yearsrsquo time

lsquoRuralrsquo ndash 75 population engaged in agriculture related activity According to industry estimates 70 of population engaged in agricultural activity

1048699 700 million people (Aug 2002)1048699 13rd of countryrsquos GNP1048699 450 districts 630000 villages approx

Rural India is also characterized by growing affluence

agricultural output increasingly to early 215 millions tones in 2004 compared to 176 millions in 1991

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

A glance at the following statistics will help you get a fair idea of the consumers in Rural India

46 percent of soft drinks 49 percent of motorcycles 59 percent of cigarettes 18 million TV Sets 50 percent of 2 million BSNL mobile connections 53 percent of FMCG products 59 percent of consumer durables are sold in rural India

Some facts about the rural sector

There are nearly 42000 rural haats (Super Markets) in India In 2002 ndash 2003 LIC sold 50 percent of its policies in rural India Of the 20 million who have signed up for Rediffmail 60 percent are from small towns Of the 100000 souls that have transacted on Rediffs shopping site 50 percent are from small towns The 30 million Kisan Credit Cards (KCC) issued so far exceed the 25 million credit-plus-debit cards issued in urban A whopping Rs 65 000 crore has been sanctioned under the KCC scheme Electricity Consumption increase from 176 percent in 1980 ndash 81 to 202 percent in 1999 ndash2000 During the same period the industry share has dropped from 584 percent to 348 percent Hindustan Lever the largest FMCG Company in the country More than half of its annual sales of Rs11 700- crore come from the rural market The proposed agricultural reforms in the tenth plan the easy availability of agriculture credit Rs 60000- Crore Village road programme introduced recently to connect 190000- village and the improved communication network (STD and Mobile)

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

ldquoThe real market in India is the rural marketrdquo

If u can

crack it there is tremendous potentialrdquo

CCI begin focus on rural areas after 2000 in order to

increase volumes

This decision is giving a huge size amp potential market to

company It is clear that CCI would have shifted its focus

to rural marketldquoTHANDArdquo GOES RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers The

aids with India leading bollywood star Amir Khan

With movie of laganThe tag line of aid is (Thanda MatlabCoca-Cola)

Key to success in Rural India

Physical Distribution Channel Management

Promotion and Marketing Communication

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Research MethodologyRESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research

project It specifies the details of the procedures necessary for obtaining the information needed

to structure andor solve marketing research problem

The research design used in this project is Descriptive research design

Sample Design

SAMPLING TECHNIQUE USED

In this research we have used Convineance Sampling

Geographical Area rural area

SAMPLE SIZE

For this study a sample of 100 has been taken

Data Collection Instrument

Questionnaire

SOURCES OF DATA COLLECTION

1 Primary data It is the first hand information collected through questionnaire

2 Secondary data

Secondary data was collected from the following sources

Books

Newspapers

Journals

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Magazines

Tools Of Investigation

The study was conducted with the help of questionnaire which was administered personally to all

the respondents The questionnaire is aimed at fulfilling out the penetration of aerated drinks in

rural areas in terms of Consumer preferences recall and purchase behaviour

The questionnaire dealt with aspects like

Factors influencing choice of a brand

Reasons for brand preference

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Data Analysis and Interpretation

Q1 What is the age of the respondent

Age group No of respondents Percentage of respondentsLess than 18 28 28018-24 33 33025-29 12 120

30-34 15 15035-39 7 70gt40 5 50

28

33

12

15

75

less than 18 18-24 25-29 30-34 35-39 gt40

Interpretation It is evident from the above analysis that the maximum respondents ie 33 were in the age of 18-24 After that there are the respondents with age of less than 18 years being 28 Thirdly there are respondents of age group of 30-34 with 15 followed by age group 25-29 with 12 Afterwards there were respondents of age group 35-39 being 7 followed by the age group gt40 being 5

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Q2 GENDER OF THE RESPONDENT

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

FREQUENCY PERCENTAGE

MALE 73 730

FEMALE 27 270

TOTAL 100 1000

73

27

MALE FEMALE

INTERPRETATION

It can be derived from the chart above that the number of male respondents is more than female respondents male respondents being 73 and female respondents being 27

Q3What is the highest level of education completed

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

FREQUENCY PERCENTAGE

Not educated 08 80

Less than high school 30 300

High school completed 36 360

Graduate 15 150

Post graduate 11 110

8

30

36

15

11

NOT EDUCATED LESS THAN HIGH SCHOOL HIGH SCHOOL COMPLETEDGRADUATE POST GRADUATE

INTERPRETATION

It is evident from the above analysis that maximum respondents has competed high school with 36 followed by respondents who are educated less than high school Respondents who are graduates are 15 followed by the respondents with post graduation degree being 11 The minimum number of respondents ie 8 are not educated

Q4 Do you drink Soft Drinks

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Drink_ soft drink

Frequency PercentValid

PercentCumulative

Percent

Valid Yes 860 860 860 860

No 140 140 140 140

86

14

yes no

Interpretation

The data was obtained from the 100 respondents and after analyzing the responses from the

respondents the result showed that from all the respondents ie 100 86 respondents drink soft

drinks and 14 donrsquot drink

Q5 How often do you drink soft drinks

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Frequency Percentage

Everyday 02 20

Once in a week 05 50

Once in a month 32 320

Once in three months 47 470

Frequency

Everyday Once in a weekOnce in a monthOnce in three months

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Q6What is the best thing that you like about soft drink

Frequency Percentage

Price 23 230

Packaging 11 110

Quality 8 80

Easy availability 45 450

All of the above 13 130

23

11

845

13

PRICE PACKAGING QUALITYEASY AVAILABILITY ALL OF THE ABOVE

INTERPRETATION

It can be depicted from the analysis above that the soft drinks are preferred most because

they are easily available in the market as the percentage indicates major 45 followed by

reasonable price being 23 13 respondents said all the components- price packaging

easy availability quality are reasons to prefer soft drinks followed by the respondents

liking the packaging being 11

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Q7 Which brand do you drink the mostFrequency Percentage

Pepsi 08 80Coca cola 20 200Thums up 38 380Sprite 04 40Fanta 10 100Mirinda 04 40Limca 04 40Mountain Dew 12 120Total 100 100

8

20

38

4

10

4

4

12

PEPSI COCA COLA THUMPS UP SPRITE FANTA MIRINDA LIMCA DEW

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Interpretation

From the above data it is clearly mentioned that the maximum of the respondents drink Thums Up ie 38 after thumps up the second most preferred brand is coca cola ie 20 of the respondents drink coca cola followed by mountain dew ie 12 followed by fanta 10 followed by pepsi 8 followed by limca sprite and mirinda being equal as 4 From this data we can say the majority consumption is of Thums up coca cola and mountain dew

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Q8 Why you have chosen this Brand

2

52

12

9

25

quality advertisements price brand name celebrity

This question gives us the insight why the respondents have chosen their brands From the above data it is evident that majority of the respondents ie 52 were using their respective brands because of advertisements of the brands That means advertising has a very significant impact on the brand preference towards consumers The second preference that respondents gave was celebrity ie 25 As people get stimulated to drink that soft drink which their favorite celebrity drinks Also about 12 of the respondents prefer their brand because its price Followed by price 9 respondents prefer soft drinks on the basis of brand name associated with it Last is the quality basis being 2 as respondents are not very much aware about the quality of the soft drink

Frequency PercentPrice 12 120Advertisements 52 520Quality 02 20Brand Name 09 90Celebrity 25 250Total 100 1000

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Q9 Which Medium of Advertisement you like the most

TV frequency OUTDOORMEDIA

frequency News-paper

frequency Radio frequency

Strongly Agree 87 870 9 90 1 10 4 40

Agree 10 100 52 520 18 180 17 170Neutral 3 30 22 220 10 100 18 180

Disagree 0 0 11 110 25 250 27 270

StronglyDisagree 0 0 6 60 46 460 34 340

Total 100 1000 100 1000 100 1000 150 1000

TV OUTDOOR MEDIA NEWS PAPER RADIO

87

91 4

10

52

18 17

3

22

1018

0

11

25 27

06

46

34

STRONGLY AGREE AGREE NEUTRALDISAGREE STRONGLY DISAGREE

Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

From the above data it is evident that the majority of the respondents ie 3248 ranked TV as the first choice for the medium of Advertisements followed by Internet ie 22 it is because of the availability of technology to masses Followed by Outdoor media ie 1893 The respondents ranked Newspapers at the 4th rank and at last according to table respondents gave least importance to Radio ie only 1244 respondents

10 ADVERTISEMENT PEOPLE REMEMBER THE MOST

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Frequency Percent Valid Percent

PEPSI 27 270 270

COCA COLA 25 250 250

THUMSUP 16 160 160

SPRITE 21 210 210

FANTA 4 40 40

MARINDA 3 30 30

LIMCA

DEW1

3

10

30

10

30

Total 100 100 100

27

2516

21

4

3 13

coca cola thums up pepsi sprite fanta mirinda limca mountain dew

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

It can be depicted from the chart above that the maximum number of people ie 27 people remember the advertisement of the coca cola 25 people remember the ad of thums up followed by sprite with 21 16 people remember the ad of pepsi followed by fanta with 4 The least advertisement people remember are of mirinda limca and mountain dew with 3 1 and 3 respectively

DATA ANALYSIS BY SPSS

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid less than 18 28 280 280 280

18-24 33 330 330 610

25-29 12 120 120 730

30-34 15 150 150 880

35-39 7 70 70 950

gt40 5 50 50 1000

Total 100 1000 1000

Frequencies

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 74 740 740 740

Female 26 260 260 1000

Total 100 1000 1000

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Education level

Frequency Percent Valid Percent

Cumulative

Percent

Valid noteducated 8 80 80 80

less than high school 29 290 290 370

high school completed 37 370 370 740

graduate 15 150 150 890

post graduate 11 110 110 1000

Total 100 1000 1000

drinksoftdrink

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 86 860 860 860

no 14 140 140 1000

Total 100 1000 1000

consumption

Frequency Percent Valid Percent

Cumulative

Percent

Valid everyday 2 20 23 23

once in a week 5 50 58 81

once in amonth 32 320 372 453

once in three months 47 470 547 1000

Total 86 860 1000

Missing System 14 140

Total 100 1000

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

PIE CHARTS

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

VALIDATION AND VERIFICATON OF FINDING

MAJOR FINDINGS

1 Out of 100 consumers 73 are males and only 27 are females

2 Maximum number of people surveyed is below 18-24 years

3 Out of 100 people 8 not educated 30 less then high school 36 high school completed 15 graduate 11 post graduate

4 Out of 100 respondents 86 of consumers drink soft drinks and only 14of them do not drink soft drink

5 8 respondents prefer coke 20 prefer pepsi 38 thums up 4 of them prefer sprite 10 fanta 4 prefer marinda and 4 prefer limca 12 dew

625people purchase cold drinks because of taste20 people purchase cold drinks because of brand name20 people purchase cold drinks because of packaging15 people purchase cold drinks because of price 11 people purchase cold drinks because of brand ambassador 8people purchase cold drinks because of easy avilability1people purchase cold drinks because of any other reason

7 Out of 100 consumers 98 have seen the advertisement and only 2 have not seen the advertisement of any chips

8 27 people remember the advertisement pepsi 25 people remember the advertisement of coca cola 16 people remember the advertisement of 7up 11 people remember the

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

advertisement of sprite 4 people remember the advertisement of fanta 3people remember the advertisement of mazza and 1 people remember the advertisement of limca 3 People remember the advertisement of dew

924 people remember the advertisement because of creativity

25 people remember the advertisement because of brand ambassador11 people remember the advertisement because of their idea of delivering the message25people remember the advertisement because of frequency of add 15 people remember the advertisement because of logical reason

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

8 SUGGESTIONS

On the basis of above study following suggestions can be given

1) Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer

2) The company should make hindrance free arrangement for its customersretailers to make any feedback or suggestions as and when they feel

3) The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one It is always better to be first than being better

4) The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same

5) The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the rural market as a whole

6) The company should be always in a position to receive continuous feedback and suggestions from its customers consumers as well as from

7) The market and try to solve it without any delay to establish its own good credibility

8) The visibility of any product plays an important role in making the customer aware about it and is vital for the growth and development of any product

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

9) For their advertisement they can also introduce a brand ambassador because most of the rural area consumers remember advertisement because of their brand ambassador

10) A strong watch should be kept on distributors also because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

Branding strategy in rural place

a) Rural Product Development

The rural market is a fast growing one and has a huge population with a great level of disposable income To encash this products have to be specifically developed to meet the needs of rural markets Sometimes existing products might have to be modified to suit these markets too accordingly

Rural product development has the strong edifice on a great deal of research like feasibility studies rural aspiration rural profiling and so on This paves way for a great deal of infrastructure and expertise in this area

b) Rural Branding

Rural branding bears quite different stand from urban branding The first step towards rural branding is to research and gain insight into the working of rural markets Based on this communication campaigns have to be developed with a lot of rural sensitivity

Rural branding is attained by way of opting to a greater percentage of local media and a smaller percentage of the mass media Rural gatherings like temple festivals melas cinema halls and so on can be used as venues to promote brands Direct Marketing and events like road shows film shows melas street theatre can also be used to promote brands

A well-planned rural branding campaign cannot just create brand awareness but help your target relevant to your brand and promote sales A long-term campaign will keep your brand at the top-of-the-mind and build brand loyalty So the brands are in safe hands

c) Rural Market Research

Rural markets behave most differently from urban markets While many marketers have tried to market their products in rural areas just a handful of the same only has succeeded A strong insight into rural consumer behavior and sensitivity to their values and beliefs is essential to upgrade the rural market rural market research encompasses not just gathering data but analyzing them and linking the findings to promoting your products

d) Rural Communication Campaigns

Communication for rural markets calls for a different kind of outlook There must be a strong accent on helping the target relate to the message

The entire communication and media strategy has to devise a system based on research findings These have to be developed in the regional vernacular languages and set in the local culture for easier acceptance and reach Unlike communication campaigns in urban areas that

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

rely greatly on the mass media the strategy will be of crying in the wielderness in rural areas Besides mass and outdoor media rural extravaganza like temple festivals melas and other events where the villagers come together can be used for promotions

e) Rural Events

In the rural context one of the best ways to capture the attention of the audience is through Event-management Since rural areas have limited venues for entertainment conducting an event in rural areas can bring a good response

A well-planned event can get the product the mileage that we want Some of the interesting events that can be conducted are Road Shows Melas Street-Theatre Film Shows and so on These make a visually strong impact and build long term brand recall Rural public are the target audience and hence the portfolio of event management has to be handled professionally with diligent care and broad perspective

f) Rural DM Campaigns

Direct Marketing (DM) is one of the most powerful way to meet the target on their turf and build product awareness as well as promotion The success of any DM campaign depends on the field workers and their sensitivity and emotional connectivity to rural markets

In the area of Direct Marketing rural team has to be trained to be sensitive to rural culture and beliefs They can handle activities like Door-to-Door sampling marketing and product promotion These activities can also be carried out innovatively at places like local cinema halls melas and festivals in the midst of cross-cultural gatherings and conglomerations

g) Database Creation amp Management

Marketing branding and promotional activities in the rural context can be highly effective and thereafter have to create a database of prospects The question is how will you source this critical data The data will contain details of your target segments at the village level town-level This data is essential for us to reach our target accurately and helps our marketing plan and communication strategies Management Information System along with Database management paves ways for a congenial rural marketing through the information and data available for effective interpretations and use

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

A RESEARCH ON SOFT DRINK IN RURAL AREAS QUESTIONAIRE

NAME-MOBILE NO-

1 What is your age⃞1 Less than 18

⃞2 18-24⃞3 25-29⃞4 30-34⃞5 35-39

⃞6 gt40

2 10 What is your sex

⃞1 MALE⃞2 FEMALE

3 What is the highest level of education completed

⃞1 NOT EDUCATED⃞2 LESS THAN HIGH SCHOOL

⃞3 COMPLETED HIGH SCHOOL

⃞4 A GRADUTE DEGREE

⃞5 POST GRADUTE

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

4 Do you drink soft drinks (Please put an lsquoXrsquo in the appropriate box)

⃞1YES

⃞2 NO if no please return this questionnaire

5 How often do you drink soft drinks

⃞1 Everyday

⃞2Once in a week

⃞3Once in a month

⃞4 Once in three months

6 What is the best thing that you like about soft drink

1Price

2Packaging

3 Quality

4 Easy availability

5 All of the above

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

7 your occupation

______________________

Q8 Which brand do you drink the most Please put a tick in front of it

9 Why do you buy your preferred brand

⃞1 QUALITY

⃞2 ADVERTISEMENTS

⃞3 PRICE

⃞4 BRAND NAME

⃞5 CELEBRITY

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation

• INDIAN BEVERAGE MARKET
• STUDY OF GROWTH OF SOFT DRINK MARKET
• Research Methodology
• Data Analysis and Interpretation