Download - Tanuja project (2) (1) (1)
-
7/24/2019 Tanuja project (2) (1) (1)
1/47
A
Project Report
OnTo Study Marketing Research Of Mango Juice In Hindustan Hindustan
Coca Cola Beverage Pvt.td In !ag"ur City
Submitted To
R.T.M. Nagpur University, Nagpur
In partial fulfillment of the requirement for the degree
Bachelor of Business Administration
III rdYear
Submitted by
Tanuja R Pandhar!ar
"nder the #uidance by
Prof Praful Ambhore
$epartment of %ommerce & 'ana(ement
)e* Arts+ %ommerce & Science %olle(e+ )a(pur
Session ,-./0.1
-
7/24/2019 Tanuja project (2) (1) (1)
2/47
%2RTI3I%AT2
This is to certify that the #ollo$ing student of this college have carried out
the "ro%ect $ork on To Study Marketing Research Of Mango Juice In Hindustan
Coca Cola Beverage Pvt.td In !ag"ur City
&nder 'y guidance in the (e"art'ent Of Manage'ent Studies during the
acade'ic session )*+,-+.This $ork has /een done in "artial fulfill'ent of the
a$ard #or the "ost degree of Bachelor in Business 0d'inistration in Marketing
Manage'ent fro' Rashtrasant Tukdo%i Mahara% !ag"ur &niversity1 !ag"ur.
Project #uide Principal
Prof Praful Ambhore Prof $r Prashant 4ad*e
-
7/24/2019 Tanuja project (2) (1) (1)
3/47
$2%5ARATIO)
The 2ork "resentation in this Pro%ect has /een carried out /y us as /enefied
students of the )e* Arts+ %ommerce & Science %olla(e+ )a(pur3 during the
0cade'ic Session )*+,-+ Rashtrasant Tukdo%i Mahara% !ag"ur &niversity1
!ag"ur.
I here/y declare that this "ro%ect titled To Study Marketing Research Of
Mango Juice In Hindustan Hindustan Coca Cola Beverage Pvt.td In !ag"ur
Cityis a /eneficed and authentic record of $ork done /y us under su"ervision of
Prof 'r Praful Ambore.
The $ork "resented here is not du"licated fro' any other source 4 also not
su/'itted earlier for any other degree to university. I understand that any such
du"lication is lia/le to /e "unished in accordance $ith the university rules.
Submitted By6
Ms.Tanuja R Pandhar!ar
B.B.0.-III
-
7/24/2019 Tanuja project (2) (1) (1)
4/47
A%4)O752$#2'2)T
I ac!no*led(e my sincere than!s for the co0operation e8tended by the
colle(e and all those *ho helped me in preparin( and presentin( the report I
take this o""ortunity of e5"ressing 'y "rofound gratitude to 'y guide Prof
Praful Ambhore of )e* Arts+ %ommerce & Science %olle(e+ )a(pur $hose
continuous su""ort has /een a constant source of 'otivation for 'e. I a'
e5tre'ely thankful to hi' for "roviding valua/le guidance and attention to 'e.
I $ould like to e5"ress 'y dee" sense of gratitude to 'y Princi"lefor allo$ing 'e
to carry out this "ro%ect $ork in this "restigious institution.
I a' also grateful to Mr. Saga' and Mr. Mayur 6Sales Officer1 !07P&R8
for s"aring there valua/le ti'e and e5tending their coo"eration in acco'"lishing
'y task. It $as great e5"erience and a "leasure $orking $ith such a coo"erative
and friendly environ'ent grou".
0t last s"ecial thanks to stockiest and sales 'an for their valua/le su""ort inour "ro%ect.
-
7/24/2019 Tanuja project (2) (1) (1)
5/47
I)$29
%hapter )o %hapter )ame Pa(e )o
+. Introduction
). Co'"any Profile
9. O/%ective
,. Hy"othesis
:. (ata 0nalysis
;. i'itation
-
7/24/2019 Tanuja project (2) (1) (1)
6/47
-
7/24/2019 Tanuja project (2) (1) (1)
7/47
The co'"any actually "roduces concentrate for Marco1 $hich is
then sold to various Coca-Cola /ottlers throughout the $orld. The
/ottlers1 $ho hold territorially-e5clusive contracts $ith the
co'"any1 "roduce finished "roduct in cans and /ottles fro' the
concentrate in co'/ination $ith filtered $ater and s$eeteners. The
/ottlers then sell1 distri/ute and 'erchandise Coca-Cola in cans
and /ottles to retail stores and vending 'achines. Such /ottlers include
Coca-Cola Anter"rises1 $hich is the single largest CocaCola /ottler in
!orth 0'erica and Auro"e. The Coca-Cola Co'"any also sells concentrate
for fountain sales to 'a%or restaurants and food service distri/utors.
The Coca-Cola Co'"any has1 on occasion1 introduced other cola
drinks under the Coke /rand na'e. The 'ost fa'ous of these is
(iet Coke1 $hich has /eco'e a 'a%or diet cola /ut others e5ist1
including Caffeine free Coke1 Cherry Coke1 Coke ero1 Danilla Coke
and li'ited editions $ith le'on and $ith li'e1 and even $ith
coffee. The Coca-Cola Co'"any o$ns and 'arkets other soft
drinks that do not carry the Coca-Cola /randing1 such as S"rite1
#anta1 and others.
The as Degas 2orld of Coca-Cola 'useu' in )*** The first reci"e Coca-Cola $as
invented in 0tlanta1 7eorgia1 /y John S. Pe'/erton1 originally as a coca $ine called
Pe'/ertonEs #rench 2ine Coca in +;;,. F+GF)G He 'ay have /een ins"ired /y the
for'ida/le success of Auro"ean 0ngelo MarianiEs coca $ine1 Din
Mariani. In )**:1 $hen 7ing Mo Tuen and #ulton County "assed
Prohi/itionlegislation1 Pe'/erton res"onded /y develo"ing Coca-
Cola1 essentially a car/onated1 non-alcoholic version of #rench
-
7/24/2019 Tanuja project (2) (1) (1)
8/47
2ine Cola.F9G The /everage $as na'ed Coca-Cola /ecause1
:O)O"RS
Coca Cola Honored 2ith ,--; 2ner(y Star Partner of the Year A*ard
Coca Cola !a'ed 0'ongDiversity Inc'sist of Top /- %ompanies for $i
-
7/24/2019 Tanuja project (2) (1) (1)
9/47
:ISTORY O3 :I)$"STA) %O%A %O5A
%oca %olais a $orld leader in convenient snacks1 foods and /everages $ith revenues of 'ore
than 9< /illion and over +;,1*** e'"loyees.
The co'"any consists of Coca ColaCo 0'ericas #oods =%A3>1 Coca ColaCo 0'ericas
Beverages =%AB>and Coca ColaCo International =%I>.
C0# includes #rito-ay !orth 0'erica1 uaker #oods !orth 0'erica and all atin 0'erica
food and snack /usinesses. C0B includes Coca ColaCo Beverages !orth 0'erica and all atin
0'erican /everage /usinesses. CI includes all Coca ColaCo /usinesses in the &nited =ingdo'1
Auro"e1 0sia1 Middle Aast and 0frica. Coca ColaCo /rands are availa/le in nearly )** countries
and generate sales at the retail level of 'ore than
-
7/24/2019 Tanuja project (2) (1) (1)
10/47
History Of Mango Juice In India
Coca ColaCo gained entry to India in +
-
7/24/2019 Tanuja project (2) (1) (1)
11/47
"articularly the youth1 to $ho' it consciously reached out. It $ould identify /etter $ith a /rand
that they see as glo/al1 yet Indian.
Hindustan Coca Cola $as /uilt as a /rand. Hence its deli/erate atte'"t to /uild and ca'"aigns
using the "o"ular Hindi in the "rocess1 slogans like1 ?YA:I :AI RI#:T %:OI%2 BABY@and
?Y2: $I5 'AA)#2 'OR2 A:A@/eca'e "art of Indias "o"ular consciousness. 2hen
Hindustan Coca Cola lost the /idding /attle to s"onsor a Cricket tourna'ent to coke1 the loss
$as turned into triu'"h $ith the catch line1 )OT:I)# O33I%IA5 ABO"T ITIt cashed in
the unta""ed consu'er as"iration in s'aller to$ns1 the hinterlands of 'etro"olitan cities and
said Y2: PYAAS :AI BA$I
It sho$ed a rare a/ility not only to survive1 /ut also gro$ through Indias tortuous "olicy t$ists
and turns1 $hich thre$ 'any other M!Cs off /alance. Its to" 'anage'ent tea' did not suffer
fro' the fre?uent changes seen at rival1 Coke. Conse?uently1 it $as a/le to unlike coke1 $hich
"aid enor'ous "rices to /uy out esta/lished local /rands. Hindustan Coca Cola /rought its o$n
stuff over1 and "ushed those aggressively $ith dealers1 retailers and consu'ers. Right no$1 it can
/ark its outstanding success in /uilding a /rand that has /eco'e synony'ous $ith soft drinks
across the length and /readth of the country.
:istory Of 'an(o uice I Be
-
7/24/2019 Tanuja project (2) (1) (1)
12/47
(irector of Mango %uice Beverages Pvt. td. Ha%i"ur is Mr. Charan =hilani1 a /ig industrialist of
Bengal. The director of this organi@ation is Mr. Ra%iv =hilani.
Mango %uice Beverages Pvt. td. is set u" at Ha%i"ur industrial area in Daishali (istrict of north
Bihar. It is a "roduction unit and its $hole 'arketing activities are done through BP itself. Its
office is situated at Ha%i"ur. Mango %uice Beverages is one of the 'any Hindustan Coca Cola
/ottling "lants in the country and also one of the four in Aastern India. The other three are at
Cuttack1 7u$ahati and Ja'shed"ur. 2ith the ur/ani@ation of econo'y in +
-
7/24/2019 Tanuja project (2) (1) (1)
13/47
5ocation
The "lant is located in the industrial area of hingana Maharashtra. The "lot is situated at a
distance of five kilo'eters fro' the city of nag"ur. The site is $ell connected /y road to other
areas of !. Bihar. The total area of the "lant is around +*** acres. This land has /een "rocured
fro' !. Bihar Industrial 0rea (evelo"'ent authority.
BO0R( O# (IRACTORSN
+ Mr. Charan =u'ar =hilani 6M.(.8
) Mr. Ra%iv =hilani 6(irector8
PRO$"%TS & PRO$"%TIO) %APA%ITY
The "roduct range "roduced /y Hindustan Coca Cola Beverages td. is as underN
M00
MIRI!(0 6OR0!7A8
SICA 6M0!7O8
-
7/24/2019 Tanuja project (2) (1) (1)
14/47
P5A)T A)$ 2C"IP'2)T2S
The 'ain "lant consists of filler1 /ottle $asher1 conveying syste'1 refrigeration syste'1 $ater treat'ent
"lant and other au5iliaries..Ho$ever indigenous e?ui"'ent is created and co''issioned through local
contractors or su""liers. The au5iliaries including utility are /eing availa/le indigenously. ocal
contractors under the su"ervision of ?ualified and e5"erienced technicians have done the creation and
co''issioning of i'"orted "lant.
PR2PARATIO) O3 SYR"P6
The "roducts 'anufactured /y Mango %uice Beverages Pvt. td. are very li'ited in range as it is
not inde"endent to diversify its "roduct. It is a unit of Hindustan Coca Cola #oods Pvt. td.
$hich su""lies concentrates for different soft drinks. These are as follo$sN
Product Cuantity %olor 3la
-
7/24/2019 Tanuja project (2) (1) (1)
15/47
OB2%TID2S
To 'eet the e5isting custo'ers and kno$ their re?uire'ents.
To check the utility of the of the 0utodesks "roducts at the custo'ers Place.
To understand the "ro/le's faced /y the custo'ers regarding "roducts and services.
To get custo'er o"inion a/out the co'"etitors.
To tra" further service and sales o""ortunities $ith the e5isting custo'ers.
To Search for ne$ custo'ers for the co'"any.
To assess the strength of consu'ers satisfaction a/out the /rands1 "ricing1 distri/utions
etc1 a$areness a/out the Coca-cola "roducts.
To ascertain the consu'er /rand "erce"tion of soft drink $ith res"ect to "rice1 "roduct1
taste1 ?uantity and advertising.
To find out the co'"anys "osition in the soft drink 'arket.
-
7/24/2019 Tanuja project (2) (1) (1)
16/47
R2S2AR%: '2T:O$O5O#Y
>Marketing research is the collection and inter"retation of facts that hel" 'arketing 'anage'ent
to get "roducts 'ore efficiently into the hands of custo'ers. Market research enco'"asses all
infor'ation "ertinent to this task1 $ith a""ro"riate techni?ues3
#reen and Tullhave defined Marketing Research as1 >The syste'atic and o/%ective search for
and analysis of infor'ation relevant to the identification and solution of any "ro/le' in the field
of 'arketing3
0ccording to the 0'erican Marketing 0ssociation 60M081 research is the syste'atic gathering1
recording and analy@ing of data a/out "ro/le's relating to the 'arketing of goods and services.
There are various ty"es of research designN
o A5"loratory Research (esign
o (escri"tive Research (esign
o A5"eri'ental Research (esign
-
7/24/2019 Tanuja project (2) (1) (1)
17/47
+ A5"loratory (esignN - 0n e5"loratory 'arketing data has to /e o/tained $ith regard to a
"redeter'ined o/%ective or a hy"othesis or an assu'"tion and to test the hy"othesis to
arrive at a conclusion.
) (escri"tive (esignN - In a descri"tive 'arketing research data "ertaining to the ongoing
state of 'arket affairs is o/tained and to study the 'arket situation in a S2OT fra'e
$ork.
9 A5"eri'ental (esignN - This research is a design in $hich a cause and effect study is
carried out /y conducting an e5"eri'ent in the 'arket to understand1 $hat is ha""ening
in the 'arket.
(e"ending u"on the o/%ective of research1 'arketing research design is selected.
0ccording to the research o/%ective I "lan to choose e8ploratory research
$ATA %O552%TIO) '2T:O$
Since the study is e5"loratory in nature1 a "ersonal intervie$ $ith each retailer and aid of
?uestionnaire $ere selected as the 'ethod of o/taining data. The ?uestionnaire $as used in
!ag"ur to facilitate ta/ulation and analysis of data $as designed for seg'ent retailers.
The ?uestionnaire $as "re"ared /y researcher hi'self. #or intervie$ as far as those languages
$ere used $hich they can understand clearlyL such as Hindi 4 Anglish. The researcher used to
-
7/24/2019 Tanuja project (2) (1) (1)
18/47
stand in front of the rando'ly chosen retail outlet. This is a co'"rehensive 'aster "lan of the
study undertaken1 given a general state'ent of the 'ethod used and "rocedure follo$ed.
$ata Sources6The various source of infor'ation /roadly divided in ) categoriesN
a Primary sources6Sources fro' $here first hand infor'ation is gathered directly are
called "ri'ary source and infor'ation thus collected is called "ri'ary data.
Pri'ary data collection involvedN (istri/utors1 Retailers1 and Custo'ers.
Research 0""roachesN Survey
Research Instru'entN Intervie$ Schedule
b Secondary sources6 The data that are collected for other "ur"oses already e5isting
so'e$here is called secondary data. 2ith regard to 'y study the secondary sources $ere
records of the co'"any1 $e/sites of the co'"any1 'aga@ines and ne$s"a"ers.
The sa'"les $ere on %udg'ent and convenience. 0 sa'"le si@e of +** res"ondents $as taken.
The sa'"ling unit $as retailers of !ag"ur and its ad%acent &r/an areas. The sa'"le consisted of
retailers s"read over the entire area of the distri/utor.
A T:2OR2TI%A5 3RA'27OR4 O3 PRO'OTIO)A5 STRATA#I2S
-
7/24/2019 Tanuja project (2) (1) (1)
19/47
Pro'otion is %ust like the s"ark "lug in the 'arketing 'i5. It is the "rocess of 'arketing
co''unication involving infor'ation1 "ersuasion1 and influence. Pro'otion has /een defined as
>co-ordinate self-initiated efforts to esta/lish channels of infor'ation and "ersuasion to facilitate
or foster the sale of goods3 Thus1 "ro'otion is a "ersuasive co''unication to infor' "otential
custo'ers of the e5istence of "roducts1 to "ersuade the' that those "roducts have $ants
satisfying ca"a/ilities.
The 'arketing 'i5 6or "ro'otion 'i58 consists of four 'a%or 'odes of co''unication vi@
0dvertising1 Sales "ro'otion1 Pu/lic relations and Personal selling. 0ll ele'ents of "ro'otion
'i5 have a definite role in all stages of the selling "rocess. The o/%ective of "ro'otional
strategies is to influence the custo'ers in such a $ay that they can "urchase the "roduct on their
o$n $ill and then "atroni@es the sa'e /rand in future too. Thus there are t$o i'"ortant
activitiesN
+ To give infor'ation a/out the "roduct.
) To influence 6increase8 the de'and of the "roduct.
A$D2RTISI)# STRATA#Y
-
7/24/2019 Tanuja project (2) (1) (1)
20/47
(e'and creation has /eco'e an i'"ortant function no$- a- days. 0dvertising is one of the
i'"ortant activities through $hich a 'anufacturing fir' conveys "ersuasive co''unication to
the target /uyers. 7enerally1 it can /e said that1 0dvertising is nothing 'ore than the use of /right
ideas and slogans to "o"ulari@e goods $hich a""eals to the great /ody or ordinary consu'ers.
0dvertising is an e5tre'ely versatile look of co''unication. It consists of non-"ersonal for's
of co''unication conducted through "aid 'edia under clear s"onsorshi".
American 'ar!etin( Association saysN >0dvertising is any "aid for' of non-"ersonal
"resentation and "ro'otion of ideas1 a/out goods or services /y an identified s"onsor.3
The 'ain "ur"ose of advertising is to co''unicate. Its long-ter' o/%ective is "rofit
'a5i'i@ation. It serves a nu'/er of other allied "ur"oses also1 $hich are as follo$sN
I Hel"s to sales'an
II Makes the certainty of ne$ de'and
III Re'oves the dou/ts a/out the goods
ID Maintains sales de'and
D Creates i'age and good$ill of the advertising fir'
DI A5"lains the various uses of goods to the consu'ers
DII Ana/les the "roducer to face co'"etition
DIII Increases in sales and ulti'ately the "rofit of the fir'
I Re'inds the users to /uy the "roducts
A$D2RTISI)# '2$IA
-
7/24/2019 Tanuja project (2) (1) (1)
21/47
Selection of a suita/le 'ediu' of advertising 6or a co'/ination of 'ediu'8 is an i'"ortant
decision. There are nu'erous 'edia of advertising availa/le to the 'odern advertisers. So1 in
'anaging its advertising "rogra'1 a co'"any carefully evaluates the effectiveness of "revious
ads and uses the results to i'"rove the ?uality of future ads. !ovelty in this field is 'isno'er. In
fact1 there is nothing novel in this area /ecause $ith the "assage of ti'e1 the advertisers and the
advertising agencies have thought of ne$ $ays and 'eans of a""roaching the "ros"ects. But for
the sake of descri"tion one conveniently divides the ty"es of advertising 'edia in the follo$ing
'annersN
+ !e$s "a"ers
) Posters
9 Hoardings
K 2all 0dvertising
, Bus 4 Trains
0dvertising novelties
: A5hi/its trade sho"s
; Screen 0dvertising
< (irectories
+* Packages1 a/els 4 Inserts
++ Calendar and gifts
'2T:O$O5O#Y
-
7/24/2019 Tanuja project (2) (1) (1)
22/47
>Marketing Research is the syste'atic design1 collection analysis and re"orting of data and finding
relevant to a s"ecific 'arketing situation facing the co'"any3
The "resent study of soft drink 'arket in all area of !ag"ur is /ased on survey 'ethod. In survey
'ethods1 there are t$o ty"es of survey. One is >Census Method3 and another is >Sa'"ling 'ethod3 In
this sa'"le 'ethod I have taken only a s'all "art of the $hole and data collected fro' the s'all "art are
'ade a""lica/le to the sole i.e. I have taken !ag"ur and so'e ad%acent area of !ag"ur to$n.
2ithin the ti'e li'it1 I tried 'y /est to select the sa'"le re"resentative of the $hole grou". (uring
'y training1 I 'aintained different chart for different routes during 'y dealer survey. I have collected
data fro' the distri/utors of !ag"ur.
$ata Sources6 0
Pri'ary data collection involved (istri/utors1 Retailers1 and Consu'ers.
Research 0""roachesN - Survey
Research instru'entN - Intervie$ Schedule
Samplin( Plan6 0
Sa'"ling &nitN - (istri/utors Retailers Consu'ers
Sa'"ling Si@eN - *K ,* +**
Sa'"ling ProcedureN - Pur"osive Selection
Contact MethodN - Personal Intervie$
Inter intervie$ schedule researcher used 'ulti"ly choice ?uestions and ranking syste's ?uestions.
-
7/24/2019 Tanuja project (2) (1) (1)
23/47
=2> 5I'ITATIO) O3 T:2 ST"$Y
0s I $as asked to carry on 'y vocational training I found the follo$ing li'itations during 'y
training "eriod. So I could collect every infor'ation regarding 'y to"ic.
6a8 Shortage of ti'e factor $as one of the /iggest constraints.
6/8 Most stress $as given on the "ri'ary data as it $as difficult to collect secondary data for'
the organi@ation and distri/utors since it is difficult to ascertain the authenticity to their
state'ents.0ll the o/servations and reco''endations $ill /e 'ade on the feed /ack o/tained fro' survey.
$ata Analysis
-
7/24/2019 Tanuja project (2) (1) (1)
24/47
.'ar!et A*areness of the productE
Coca-cola +**
MIRI!(0 +**
M00 +**
Slice 4 Soda :,
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
100% 100% 100%
75%
100%
Pepsi Mirinda Mazza Slice & Soda
-
7/24/2019 Tanuja project (2) (1) (1)
25/47
3indin(s
0ll /rands of Coca-cola are $ell kno$n a'ong the consu'ers. Slice and soda is less "o"ular
"roduct of Coca-cola as co'"ared to others.
, Ad
-
7/24/2019 Tanuja project (2) (1) (1)
26/47
3indin(s
The "ercentage of "ersons affected is :* and no. of "ersons not affected /y advertising is 9*.
-
7/24/2019 Tanuja project (2) (1) (1)
27/47
FPersonal Sellin( of the productE
Consu'ers there is not any "lace for "ersonal selling in soft drinks industry ho$ever Coca-cola
ado"ts surrogate in nature as it is directed on retailers rather than consu'ers. Territory Sales A5ecutive
visits the retailers fre?uently Disit of /oost the confidence of retailers to go for a sale Coca-cola /rands.
Retailers *ho are affected
0ffected *
Indifferent K*
60%
40%
Affected ndifferent
-
7/24/2019 Tanuja project (2) (1) (1)
28/47
3indin(s
-
7/24/2019 Tanuja project (2) (1) (1)
29/47
There are * "ercent of the retailers $ho have affected fro' "ersonal selling and K*
"ercent of retailers have no effect on the'.G Public Relation and Publicity of the
productE
Coca-cola organi@es and s"onsor various ty"es of 7a'es1 S"orts1 Music and Progra''ers etc. as
tools of 'arketing Pu/lic Relation. These activities "resent good and "ositive i'age a'ong "otential
consu'ers.
(uring survey it is found that due to attach'ent of Coca-cola $ith such activities1 consu'ers feel
glad to have Coca-cola or its other /rands.
The e5tents to $hich /uyers are affected $ith "u/licity and "u/lic relation are sho$n /elo$N-
7reater *
7ood )*
So'e +*
Indifferent +*
0%
10%
20%
30%
40%
50%
60%
60%
20%
10% 10%
100%
!reater !ood So"e ndifferent
-
7/24/2019 Tanuja project (2) (1) (1)
30/47
3indin(s
* of the res"ondents say that the relations of the co'"any $ith the consu'er is /est1 $hile )* says
it is good1 and +* are having no ideas.
C/'ar!et share analysis *ith competitors
Ta/le !o.
COMP0! M0R=AT SH0RA 68
Coca-Cola ,,
Pe"si 9,
Others +*
Chart !o.
-
7/24/2019 Tanuja project (2) (1) (1)
31/47
0%
10%
20%
30%
40%
50%
60%
70%
80%
Coca-Cola Pepsi Others
COMPANY
PERCENT
InterpretationN-
Coca-Colatakes only Pe"si as its rival. It doesnt take other local "layers in to considerationvery seriously. In !ag"ur the "erfor'ance of Pe"si is very "oor. Market share of Coca-Colain!ag"ur city is near a/out ,,. There are 'ost of 'ono"oly outlets in the !ag"ur
. 2hen any one co'es to your sho" $hich Coca-Cola /rand of soft drinks does heQshe de'and
Products )o
Slice 9:
MIRI!(0 K9
Others )*
Total .--
-
7/24/2019 Tanuja project (2) (1) (1)
32/47
37%
43%
20%
Mirinda Slice #t$er
InterpretationN-
Most de'and soft "roduct Mirinda retailers K9out of +** say that custo'ers de'and Coca-Cola "roducts1
$hen they co'e to the sho".
.:.2hich #0CTOR affects sales Mango Juice 'ost
3actors )o
0dvertise'ent 9)
Sche'es ):
Presence +;
Taste +*
Price ;
Others ,
Total .--
-
7/24/2019 Tanuja project (2) (1) (1)
33/47
18
10
8
5
Factors afecting sales
Presence
Taste
Price
Others
Interpretation 60
Most of the retailers $ere agreed that advertise'ent affects sales 'ost. So'e $ere agreed on sche'es
given. Only :.) retailers are agreed $ith "rice as an effective tool.
.;.PROMOTIO!0 0CTIDITIAS that affect sales Soft (rink 'ost
Acti
-
7/24/2019 Tanuja project (2) (1) (1)
34/47
6221
175
Promotional activities afecting sales
Free bottle scheme
Prie
!isco"nt
Others
Intre"retation
It is clear that free /ottle sche'e is the 'ost "o"ular "ro'otional activity that affects sales volu'e.
,
-
7/24/2019 Tanuja project (2) (1) (1)
35/47
65%
15%
20%
Maaza rit' Slice
InferenceN
#ro' the a/ove ta/le $e can see Maa@a /rand has highest /rand loyalty and sales. i.e.1 ,Bofthe retailers have no "ro/le' in selling Maa@a /rand.
.+*.2hich Brand is 'ostly "referred in Pet Bottles
Brands Res"ondents
Maa@a
#ruity )K
Slice +*
-
7/24/2019 Tanuja project (2) (1) (1)
36/47
0
10
20
30
40
50%
60
70
80
#aaa Fr"it$ lice
CO#P&'(
P)*C)T
Chart 'o+3
InferenceN
#ro' the a/ove ta/le $e can see that a'ong Pet Bottles the 'ost
"referred /rand /y retailers is Soft (rink
.++. Ta/le sho$ing the distri/utors co''unication a/out sche'es $ith the
retailers
-
7/24/2019 Tanuja project (2) (1) (1)
37/47
0%
10%
20%
30%40%
50%
60%
70%
80%
Coca-Cola Pepsi
CO#P&'(
P)
*C)'T
Chart 'o+
InferenceN
Ta/le sho$s that + of the distri/utors co''unicate the sche'es of
the co'"any and 9
-
7/24/2019 Tanuja project (2) (1) (1)
38/47
.+). Ta/le sho$ing that design andstyle of Soft (rink "ack
Style Res"ondent Percentage
Dery
attractive
* *
Mediu' 9* 9*
&nattractive +* +*
-
7/24/2019 Tanuja project (2) (1) (1)
39/47
0%
10%
20%30%
40%
50%
60%
70%
80%
,er$ &ttractie #e.i"m /nattractie
t$le
P)*C)'T
InferenceN
The a/ove ta/le sho$s that * of the retailers are said that the design
and style of Soft (rink is 'ediu'. 0nd +*B of the retailers said
design is very attractive.By o/serving the a/ove ta/le $e can kno$ that1 the
style and design of Soft (rink is not satisfied /y the retailers.
:YPOT:2SIS O3 T:2 ST"$YN
Hy"othesis is usually considered as the "rinci"al instru'ent in research. It is a tentative
generali@ation1 $hich can /e deter'ined after testing assu'"tion1 $hich links /oth theories and
facts. Its 'ain function is to suggest ne$ e5"eri'ent and o/servation.
-
7/24/2019 Tanuja project (2) (1) (1)
40/47
The follo*in( hypothesis *ill be ta!en in the study
Relationshi" /et$een age grou"s and the choice of features they value 'ost in a
Hindustan Coca Cola /everage industry.
There is a /rand loyalty to$ards Hindustan Coca Cola and co'"etitors. !u'/er of satisfied custo'ers "referring Hindustan Coca Cola "roduct and satisfaction
level e5ists in custo'er 'ind.
Scope of the study6
Sco"e of this study covers a $ide range of theoretical a""lication and ad'inistration
as"ect1 under $hich "roduct researches fro' the "roducer to the ulti'ate consu'er.
The o/%ective is 'ainly to find the true value of Business activity of the fir'. #inally it $ill
/e concluded after successful co'"letion of the studies in res"ect of fruitful i'"le'entation of
-
7/24/2019 Tanuja project (2) (1) (1)
41/47
the kno$ledge. So gained regardings'ooth1 and cal' /usiness o"erations for different activities
of the fir' in "resent at'os"heres.
Dalua/le custo'er feed/ack a/out the 'ango %uice that they are /everage.
0$areness a/out the "ro/le's faced /y the custo'ers regarding after sales services.
Suggestions fro' the custo'ers as to $hat ne$ features or i'"rove'ents they $ould like
to have in the e5isting /everage.
Most i'"ortantly tra""ing further sales o""ortunities $ith the e5isting custo'ers /y
taking into account their current re?uire'ents and future e5"ansion "lans.
5I'ITATIO)S
The li'itations in this study areN
The sa'"le si@e is only +** so the sa'"le 'ay not /e truly re"resentative of the
!ag"ur "o"ulation.
-
7/24/2019 Tanuja project (2) (1) (1)
42/47
This research is geogra"hically restricted to !ag"ur only. Hence the result cannot /e
a""lied to other "laces.
The study is restricted only to the organi@ed sector of Hindustan Coca Cola "roduct
#indings are /ased on sa'"le survey.
The "ro%ect $ill /e 'ade for the acade'ic "ur"ose only.
%O)%5"SIO)
#ro' the data analysis and survey conducted /y 'e I arrived at the follo$ing conclusion.
+. Coca-Cola has the entire flavor i.e. 1 Mango in the 'arket and its 'arket share is co'"aratively 'orethan Coke.
-
7/24/2019 Tanuja project (2) (1) (1)
43/47
). The 'a%ority of the retailers deal in all /rands of Pe"si and Coca-Cola.
9. One of the 'a%or dra$/acks of Coca-Cola "roducts is that all flavors do not reach at each and everyretail outlets /ut co'"etitors "roducts do reach that is $hy co'"etitor enters in to Pe"si e5clusiveoutlets.
K. The 'a%or "ro/le' faced /y the distri/utor is the shortage of su""ly "articularly "ets.
,. (istri/utor functions %ust as order takesL they should contri/ute 'e and co''unicate to the retailers.
. It should /e checked that $hether our "roducts is reaching to the outlets ti'ely and regularly or not.
:. 0lthough the Disit-cooler1 Sign /oardQ(is"lay rack and 7lass strength "rovided /y Coca-Cola are
'ore than Coke /ut still there are nu'/er of retailers1 $ho are either not having these or others have"rovided the'.
;. There is irregularity in the su""ly of cooler1 so'e retailers1 $hich sell 'ore are not "rovided Disi-cooler1 so'e retailers1 $hich sell 'ore not "rovided cooler1 $hile so'e retailers1 $hich sell less are"rovided cooler
-
7/24/2019 Tanuja project (2) (1) (1)
44/47
+. The co'"any should esta/lish at least a $arehouse in each and every district head?uarters for
easy delivery or soft drinks.
). Mango Juice Beverages Pvt. td. should follo$ a re?uired inventory decision so that average
stock can /e /alanced in the "eak seasons.
9. Tricycle can /e installed at various "laces like "u/lic "art during the "eak house1 i'"ortant
cho$ks and in the !ag"ur citys co''ercial center.
K. Co'"any should also introduce fountain Coca-Cola in !ag"ur to$n.
,. Marketing division should also give 'ore attention in selling less "o"ular /and like
Miranda1 Slice.
. Ti'e to ti'e survey a/out the co'"anys strength and $eakness is very 'uch essential so
that it can i'"rove its service 4 ?uality.
:. Co'"any should1 try to "ro%ect ?uality su"eriority into the 'inds or custo'erL it $ill last long
and $ill "ay for ever.
;. Co'"any should send e5ecutive at regular intervals to those areas $here ne$ dealers are
created and suggesting the' the selling tactics.
-
7/24/2019 Tanuja project (2) (1) (1)
45/47
+. Phili" =otler - Marketing Manage'ent
). Phili" =otler and 0r'strong - Princi"les of Marketing
9. R.C. =othari - Research Methodology
'a(aHines
+ Business Today and
) Business India
)e*spapers
+ Ti'es of India and1
) Hindustan 6Hindi Adition8
7eb Sites
) cola.co'
9 Coca [email protected]'
QUESTIONNAIRE
+ 2hich /rands of Coca-cola are $ell kno$n a'ong the consu'ers.
Coca-cola
-
7/24/2019 Tanuja project (2) (1) (1)
46/47
Miranda
Maa@a
Slice and soda
).(oes different advertising activities "racticed /y Coca-cola have great i'"act inconsu'ers
es
!o
9 (oes the retailers have any affect fro' "ersonal selling of cola cola es !o K $hat relations does the co'"any has $ith the consu'ers 7ood
7reat Indifferent
, 'arket share of cocacola in !ag"ur
Coca cola
Pe"si
Others
2hen any one co'es to your sho" $hich Coca-Cola /rand of soft drinks does heQshe
de'and
Slice
Miranda
Others
: 2hich #0CTOR affects sales Mango Juice 'ost
0dvertise'ent
Sche'es
Taste
Price
Others
;. PROMOTIO!0 0CTIDITIAS that affect sales Soft (rink 'ost
-
7/24/2019 Tanuja project (2) (1) (1)
47/47
Free sample
Price
!isco"nt
Others+