Download - Coke
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MARKET STUDY ON 300ML SKU.
OF COCA-COLA
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BEVERAGE INDUSTRY
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Introduction
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, by John S. Pemberton, on May 8, 1886.
Now operating in more than 200 countries and producing nearly 400 brands.
The Coca-Cola Company also produces & markets non carbonated including water, juice drinks energy & sports drinks, tea & coffee.
Consumer Servings (per day): nearly 1.6 billion.
Ranking: We own 4 of the world’s top 5 non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta.
It has already invested nearly US$ 1 billion in India.
The vast Indian operations comprises,25 wholly-owned- company-owned bottling operations, 24 franchisee-owned bottling operations.
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Objectives of the study
• The main objective of this study lies in studying and understanding
Market which comprises of consumers and retailers perception and
opinion about the product 300 ML RGB.
• To find out competition provided by its competitors and the extra
benefits or offerings or services provided by its competitors.
• Comparative analysis among brand packages.
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Research Methodology
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Sampling Plan
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Favorite Soft drink Coke - 47% Pepsi - 40% Others - 13%
If coke, Thumsup - 10 CC - 15 Limca - 12 Maaza - 4 Sprite, Fanta - 3
If Pepsi, Dew - 10 Pepsi - 21 7up - 7 Slice - 2
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Have you ever experience that, you asked for the Coke product and vendor supplied you with Pepsi product
If yes, did you buy that Pepsi product
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Choose ONE you like most out of given TWO:
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Reaction towards 300ml RGB, are you happy to sell?
If Not satisfied, what problems you are facing?
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Do you think rate of 300ml bottle which is available at Rs.12 is worth it?
Which 300ml RGB brand you are more satisfied to sell?
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Actual Work Done
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Findings
• The major competitor PEPSI is getting the market aggressively
through its services and high margin issues.
• Retailer in some area revealed that they are not getting schemes i.e.
distributors are not providing schemes properly mostly in rural areas.
• Minute maid Nimbo Fresh and 200ml RGB brand packages are getting
popularity.
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Recommendations
• Strongly believe that RGB should be replaced with Pet bottles of same
size because it will solve out all the problems for both -:
a) Retailers b) Company
• Younger generation are more interested in soft drinks ,so new
openings in institutional areas should be increased.
• The product could be sold in packs of 2 or more, so there could be a
price reduction.
• Use some proper methodology to provide the information about the
schemes directly to the retailers.
• Company should try to sort out the personal misunderstandings and
problems with distributors and retailers.
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THANK YOU
The global drink PARITOSH SACHDEVA