COCA-COLA

INTRODUCTION

INDUSTRY PROFILE

COMPANY PROFILE

PRODUCT PROFILE

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INTRODUCTION

Marketing in simple terms can be said to be “A human activity directed at satisfied needs and wants through an exchange process.” Marketing as a functional area of management is becoming extremely important as compared to other fields. All decisions in modern business organization revolve around information related with marketing decision making situations, which are characterized by Distribution Strategy, Channel members and Product decisions. The Product Decisions, customers assess a product’s value by looking at many factors including those that surround the product.

In a constantly changing business and market scenario, maintaining the channel members becomes more challenging in such a situation only innovative technology, good product and committed people, accompany can take the lead over its competitors.

Coca-cola ltd has differentiated itself from its competitors and providing the total “value for money” to its customers. Coca-cola ltd has integrated all the features to offer a value for its products.

Value for the product and services refers to the quality of product and services offered to the customers. Several surrounding features can be directly influenced by channel members, such as customer service, delivery, and availability. Consequently, a channel partner involves a value analysis in the same way customers make purchase decisions. This area becomes the most important from the company as well as customer point of view. This helps the company to know better their customers and provide them with what they are expecting.

Since times immemorial, a significant proportion of soft drinks has been used in India for preparing a wide variety of soft drinks company delicacies an unending array of sweets and other specialties from different reasons of the country. In the process, the basic

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1. and realize that the book is a little more careful n what it says. For example, Rechheld dose not give the actual results of any company.

2. Obviously, anyone applying the results of his illustration across all forms of business, from low-margin food retailers to high-margin jewelry stores, would be imprudent. Reichheld’s point, at least to me, is that focusing on improved customer retention will lead to higher profits.

Market:

The set of all actual and potential buyers of a product or service.

Marketing:

A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.

Marketing Management:

The art and science of choosing target markets and building profitable relationships with them.

Customer Satisfaction:

The extent to which a product’s performance matches a buyer’s expectations.

Marketing Mix:

The set of controllable tactical marketing tools – product, price, place, and promotion – that the firm blends to produce the response it wants in the target market.

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Developing the marketing Mix:

Once the company have decided on its overall competitive marketing strategy, it is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing. The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.

People are also stimulated below their level of conscious awareness; that is they can perceive stimuli without being consciously aware that they are doing some stimuli that are to brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells. This process is called subliminal perception because the stimulus is beneath the threshold, or “limens,” of conscious awareness, though obviously not beneath the absolute threshold of the receptors involved.

Retailers:-

Include clothing, department and variety, jewelry, camera, computer and sporting-goods stores.

In commerce, a retailer buys goods or products in large quantities from manufactures or importers, either directly or through a wholesaler and then sells individual items or small quantities to the general public or end user customers, usually in a shop, also called store. Retailers are at the end of the supply chain. Marketers see retailing as part of their overall distribution strategy.

PERCEPTION

Dave Hendricks article was appropriately titled: it covered a narrow perception of loyalty. Its thesis, “every thing you have heard is probably wrong,” was supported with but two examples.

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3. The often-misquoted statement about dramatically increased profits coming from a 5 percent increase in customer retention. Serious students of loyalty have read its repute source, “The Loyalty Effect” by Fredrick Reich held, limitation of drinks, its perishable nature has been tastefully overcome.

Derives methods to prepare as well as preserve soft drink products have been developed. An estimated 60 to 75 percent of the soft drink produced in India is converted a variety of traditional soft drink products, using processes such as conclusion, desiccation and fermentation.

Though 50 percent of the soft drinks produced in the country is consumed has liquid, increase in consumption can be stimulated. Soft drinks plays an important role in the country, mostly it plays hot season (summer).

Perception can be described as how we see the world around us “two individual may be subject to the same stimuli under apparently the same conditions, but how the recognize them, select them, organize them an needs, value, expectations and the like”. The influence that each of these variables has on the perceptual process, and its relevance that will be examine in some detail, first, however, we will examine some of the basic concepts that underlie the perceptual process.

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INDUSTRY PROFILE

OUR COUNTRY WITH APOPULATION OF 100 crores as on 2001. is potentially one of the largest consumer market in the world . the soft drinks market is the one among the various markets in India .Soft drinks is product, which the consumer purchases to quench his thirst, the secondary factor such as taste, hygienic conditions of storage and social status influenced the consumers purchasing decision.

Soft Drink scenario in India:

The soft drinks market till early 1990`s was in hands of domestic players like Campa Thums up limca etc .but with opening up of economy and the entry of MNC players Pepsi and coca -cola, the market as come totally under their control while world wide coca cola is the leader in carbonated drinks market, in India it is Pepsi which scored over coca cola .Coca cola, which had winded up its Indian operations during the introduction of FERA regime , reentered in India 16 years later in 1993 . coca cola acquired a major chunk of the soft drink market by buying out local brands Thumps Up . Limca and Gold Spot from Parle Beverages. Pepsi, although started a couple of years before Coca cola in 1991, has a lower market share today. It has bought over Mumbai based Dukes range of soft drinks brands .Pepsi has been targeting it’s products towards youth and it has stuck right chord with the sales have been doing well by sticking to the is youth brand wagon.

Soft drinks are available in glass bottles, aluminum cans and pet bottles for home consumption . fountains also dispense them in disposable containers. While 80% of the consumption is impulse based outside home 20% comes from consumption at home. This trend is slowly changing with increase in occasion led sales. The market is slowly moving from Non-Alcoholic Carbonated drinks to fruit based drinks and also to plain bottles water due to lower cost and ready availability. Per Capital consumption in India is among lowest in the world at 7 bottles per annum compared to 15 bottles in Pakistan, 89 in china and 1500 bottles in USA.

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Market has highest per capita consumption in the country with 50 bottles per annum compared to 5 bottles for the country. While 75% of the PET bottle consumption is in Urban areas and the 200 ml bottles sales are higher in rural areas. According to the NCAER survey, lower lower middle and upper middle class people do 90% of the total consumption of soft drinks in the country.

Soft drinks market size of FY05 was around 320 million cases (7680million bottles). The market, which was witnessing 5% to 6% growth in the early 1990`s and even slower growth at around 2-3% in late80`s. presently the market growth rate is around 7-8% per annum.

The market preference is highly regional based. While the cola drinks have main markets in metro cities and Northern states of UP, Punjab, Haryana, etc. orange flavored drinks are popular in southern states. Sodas are also sold largely in southern sates, besides sales through bars. Western markets have preference towards mango-flavored drinks, diet coca cola constituted just 0.7% of the total carbonated beverage market.

Another particular feature of the market is that of positioning and targeting of various brands. While cola based brand of coca cola is targeted at teenagers and is positioned as refreshment for mind and body .its Thums Up brand is targeted at people in age group of 20-29yrars, positioned as thing for adventure-loving successful and macho person

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COMPANY PROFILE

The company actually produces concentrate for Marco, which is then

sold to various Coca-Cola bottlers throughout the world. The bottlers, who hold

territorially-exclusive contracts with the company, produce finished product in

cans and bottles from the concentrate in combination with filtered water and

sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in

cans and bottles to retail stores and vending machines. Such bottlers include

Coca-Cola Enterprises, which is the single largest Coca-Cola bottler in North

America and Europe. The Coca-Cola Company also sells concentrate for

fountain sales to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks

under the Coke brand name. The most famous of these is Diet Coke, which has

become a major diet cola but others exist, including Caffeine free Coke, Cherry

Coke, Coke Zero, Vanilla Coke and limited editions with lemon and with lime,

and even with coffee. The Coca-Cola Company owns and markets other soft

drinks that do not carry the Coca-Cola branding, such as Sprite, Fanta, and

other

The Las Vegas World of Coca-Cola museum in 2000

The first recipe Coca-Cola was invented in Atlanta, Georgia, by John S.

Pemberton, originally as a coca wine called Pemberton's French Wine Coca in

1885.[1][2] He may have been inspired by the formidable success of European

Angelo Mariani's coca wine, Vin Mariani.

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In 2007, when Ging Mo Tuen and Fulton County passed Prohibition

legislation, Pemberton responded by developing Coca-Cola, essentially a

carbonated, non-alcoholic version of French Wine Cola.[3] The beverage was

named Coca-Cola because, originally, the stimulant mixed in the beverage was

coca leaves from South America. In addition, the drink was flavored using kola

(Cola) nuts, the beverage's source of caffeine.[4] Pemberton called for five

ounces of coca leaf per gallon of syrup, a significant dose, whereas, in 1891,

Candler claimed his formula (altered extensively from Pemberton's original)

contained only a tenth of this amount. Coca-Cola did once contain an estimated

nine milligrams of cocaine per glass but after 1903 Coca-Cola started using,

instead of fresh leaves, "spent" leaves - the leftovers of the cocaine-extraction

process with cocaine trace levels left over at a molecular level. [5][6] However,

as cocaine is one of numerous alkaloids present in the coca leaf, it was

nevertheless present in the drink. Today, the flavoring is still done with kola

nuts and the "spent" coca leaf. In the United States, there is only one plant (in

New Jersey) authorized by the Federal Government to grow the coca plant for

Coca-Cola syrup manufacture. [7]

Coca-Cola was initially sold as a patent medicine for five cents a glass at

soda fountains, which were popular in the United States at the time thanks to a

belief that carbonated water was good for the health.[8] Pemberton claimed

Coca-Cola cured a myriad of diseases, including morphine addiction,

dyspepsia, neurasthenia, headache, and impotence. The first sales were made at

Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886, and for the first eight

months only nine drinks were sold each day. Pemberton ran the first

advertisement for the beverage on May 29 of the same year in the Atlanta

Journal.

By 1888, three versions of Coca-Cola — sold by three separate

businesses — were on the market. Asa Griggs Candler acquired a stake in

Pemberton's company in 1887 and incorporated it as the Coca Cola Company

in 1888. The same year, while suffering from an ongoing addiction to

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morphine, Pemberton sold the rights a second time to four more businessmen:

J.C. Mayfield, A.O. Murphy, C.O. Mullahy and E.H. Bloodworth. Meanwhile,

Pemberton's alcoholic son Charley Pemberton began selling his own version of

the product.

In an attempt to clarify the situation, John Pemberton declared that the

name Coca-Cola belonged to Charley, but the other two manufacturers could

continue to use the formula. So, in the summer of 1888, Candler sold his

beverage under the names Yum Yum and Koke. After both failed to catch on,

Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to

force his two competitors out of the business. Candler purchased exclusive

rights to the formula from John Pemberton, Margaret Dozier and Woolfolk

Walker. However, in 1914, Dozier came forward to claim her signature on the

bill of sale had been forged, and subsequent analysis has indicated John

Pemberton's signature was most likely a forgery as well.

In 1892, Candler incorporated a second company, The Coca-Cola

Company (the current corporation), and in 1910 Candler had the earliest

records of the company burned, further obscuring its legal origins. Regardless,

Candler began marketing the product — the efficiency of this concerted

advertising campaign would not be realized until much later. By the time of its

50th anniversary, the drink had reached the status of a national icon for the

USA. In 1935 it was certified kosher by Rabbi Tobias Geffen, after the

company made minor changes in the sourcing of some ingredients.

Coca-Cola was sold in bottles for the first time on March 12, 1894, and

cans of Coke first appeared in 1955. [14] the first bottling of Coca-Cola

occurred in Vicksburg, Mississippi, at the Biedenharn Candy Company in

1891. Its proprietor was Joseph A. Biedenharn. The original bottles were

Biedenharn bottles, very different from the much later hobble-skirt design that

is now so familiar. Asa Candler was tentative about bottling the drink, but the

two entrepreneurs who proposed the idea were so persuasive that Candler

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signed a contract giving them control of the procedure. However, the loosely

termed contract proved to be problematic for the company for decades to come.

Legal matters were not helped by the decision of the bottlers to subcontract to

other companies — in effect, becoming parent bottlers.

New Coke stirred up a controversy when it

replaced the original Coca-Cola in 1985.

Coca-Cola Classic was reinstated within a

few months of New Coke's introduction into

the market.

In 1985, Coca-Cola, amid much

publicity, attempted to change the formula of

the drink. Some authorities believe that New Coke, as the reformulated drink

was called, was invented specifically to respond to its commercial competitor,

Pepsi. Double-blind taste tests indicated that most consumers preferred the

taste of Pepsi (which had more lemon oil, less orange oil, and used vanillin

rather than vanilla) to Coke. In taste tests, drinkers were more likely to respond

positively to sweeter drinks, and Pepsi had the advantage over Coke because it

was much sweeter. Coca-Cola tinkered with the formula and created "New

Coke". Follow-up taste tests revealed that most consumers preferred the taste of

New Coke to both Coke and Pepsi. The reformulation was led by the then-CEO

of the company, Roberto Goizueta, and the president Don Keough.

It is unclear what part long-time company president Robert W.

Woodruff played in the reformulation. Goizueta claimed that Woodruff

endorsed it a few months before his death in 1985; others have pointed out that,

as the two men were alone when the matter was discussed, Goizueta might

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have misinterpreted the wishes of the dying Woodruff, who could speak only in

monosyllables. It has also been alleged that Woodruff might not have been able

to understand what Goizueta was telling him. [Citation needed]

The commercial failure of New Coke therefore came as a grievous blow

to the management of the Coca-Cola Company. It is possible that customers

would not have noticed the change if it had been made secretly or gradually

and thus brand loyalty could have been maintained. Coca-Cola management

was unprepared, however, for the nostalgic sentiments the drink aroused in the

American public; some compared changing the Coke formula to rewriting the

American Constitution.

The Coca-Cola Company is the world's largest consumer of natural

vanilla extract. When New Coke was introduced in 1985, this had a severe

impact on the economy of Madagascar, a prime vanilla exporter, since New

Coke used vanillin, a less-expensive synthetic substitute. Purchases of vanilla

more than halved during this period. But the flop of New Coke brought a

recovery.

Meanwhile, the market share for New Coke had dwindled to only 3% by

1986. The company renamed the product "Coke II" in 1992 (not to be confused

with "Coke C2", a reduced-sugar cola launched by Coca-Cola in 2004).

However, sales falloff caused a severe cutback in distribution. By 1998, it was

sold in only a few places in the Midwestern U.S.

Main article: Coca-Cola formula:

The exact formula of Coca-Cola is a famous trade secret. The original

copy of the formula is held in SunTrust Bank's main vault in Atlanta. Its

predecessor, the Trust Company, was the underwriter for the Coca-Cola

Company's initial public offering in 1919. A popular myth states that only two

executives have access to the formula, with each executive having only half the

formula. The truth is that while Coca-Cola does have a rule restricting access to

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only two executives, each knows the entire formula and others, in addition to

the prescribed duo, have known the formulation process.

Franchised Production Model:

The actual production and distribution of Coca-Cola follows a

franchising model. The Coca-Cola Company only produces a syrup

concentrate, which it sells to various bottlers throughout the world who hold

Coca-Cola franchises for one or more geographical areas. The bottlers produce

the final drink by mixing the syrup with filtered water and sugar (or artificial

sweeteners) and fill it into cans and bottles, which the bottlers then sell and

distribute to retail stores, vending machines, restaurants and food service

distributors.

The Coca-Cola Company owns minority shares in some of its largest

franchisees, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola

Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully

independent bottlers produce almost half of the volume sold in the world. Since

independent bottlers add sugar and sweeteners, the sweetness of the drink

differs in various parts of the world, to cater for local tastes

Bottle logo and design

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The first version of the famous bottle went into production in 1916.

The famous Coca-Cola logotype was created by John Pemberton's

bookkeeper, Frank Mason Robinson, in 1885. It was Robinson who came up

with the name, and he also chose the logo’s distinctive cursive script. The

typeface used, known as Spencerian script, was developed in the mid 19th

century and was the dominant form of formal handwriting in the United States

during that period.

The equally famous Coca-Cola bottle, called the "contour bottle" within

the company, but known to some as the "hobble skirt" bottle, was created in

1915 by a Swedish former glassblower, Alexander Samuelson, who had

emigrated to the U.S. in the 1880s and was employed as a manager at The Root

Glass Company in Terre Haute, Indiana, one of Coca-Cola's bottle suppliers.

According to the Coca-Cola Company, Samuelson took time to ponder a

possible new design for the bottle after production at his plant was shut down

due to a heat wave. Inspired, he considered the possibility of basing a new

design on the kola nut or coca leaf, two of the drink's flagship ingredients. He

sent an employee to research the shape of the two objects in question, but a

misunderstanding led to the man returning with sketches of the cacao pod—a

crucial ingredient in chocolate, but not Coca-Cola. According to the company,

it was this mistaken design that was accepted and put into production.

Although endorsed by the company, this version of events is not

considered authoritative by many who cite its implausibility as difficult to

believe. One alternative depiction has Raymond Loewy as the inventor of the

unique design, but although Loewy did serve as a designer of Coke cans and

bottles in later years, he was in the French Army in the year the bottle was

invented and did not migrate.

Local Competitors:

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Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola

in some localities. Around the world, some local brands do compete with Coke.

In South and Central America, Kola Real, known as Big Cola in Mexico, is a

fast growing competitor to Coca-Cola. On the French island of Corsica,

Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor

to Coca-Cola. In the French region of Bretagne, Breizh Cola is available. In

Peru, Inca Kola outsells Coca-Cola. However, The Coca-Cola Company

purchased the brand in 1999. In Sweden, Julmust outsells Coca-Cola during the

Christmas season. In Scotland, the locally-produced Irn-Bru was more popular

than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace

its sales. In India, Coca-Cola ranks third behind the leader, Pepsi-Cola, and

local drink Thumps Up. However, The Coca-Cola Company purchased

Thumps Up in 1993. Tropical, a domestic drink, is served in Cuba instead of

Coca-Cola, in which there exists a United States embargo. Mecca Cola, in the

Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is a major

competitor to Coca-Cola. In Iran and also many countries of Middle East, Zam

Zam Cola and Parsi Cola are major competitors to Coca-Cola. In some parts of

China, Future cola or can be bought. In Slovenia, the locally-produced Cocktail

is a major competitor to Coca-Cola, as is the inexpensive Mercator Cola, which

is sold only in the country's biggest supermarket chain, Mercator. Finally, in

Madagascar, Classiko Cola made by Tiko Group the largest manufactured

company in the country is a serious competitor to Coca-Cola in many regions.

Advertising:

Coca-Cola's advertising has had a significant impact on American

culture, and is frequently credited with the "invention" of the modern image of

Santa Claus as an old man in red-and-white garments; however, while the

company did in fact start promoting this image in the 1930s in its winter

advertising campaigns, it was already common before that. In fact, Coca-Cola

was not even the first soft drink company to utilize the modern image Santa

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Claus in its advertising – White Rock Beverages used Santa in advertisements

for its ginger ale in 1923 after first using him to sell mineral water in 1915.

In the 1970s, a song from a Coca-Cola commercial called "I'd Like to

Teach the World to Sing", produced by Billy Davis, became a popular hit

single.

Coca-Cola has a policy of avoiding using children younger than the age

of 12 in any of its advertising. This decision was made as a result of a lawsuit

from the beginning of the 20th century that alleged that Coke's caffeine content

was dangerous to children. However, in recent times, this has not stopped the

company from targeting young consumers. In addition, it has not been

disclosed in exact terms how safe Coke is for consumption by young children

(or pregnant mothers).

Coke's advertising has been rather pervasive, as one of Woodruff's

stated goals was to ensure that everyone on Earth drank Coca-Cola as their

preferred beverage. Advertising for Coke is now almost ubiquitous, especially

in southern areas of North America, such as Atlanta, where Coke was born.

Some of the memorable Coca-Cola television commercials between

1960 through 1986, were written and produced by former Atlanta radio veteran

Don Naylor (WGST 1936-1950, WAGA 1951-1959) during his career as a

producer for the McCann Erickson advertising agency. Many of these early

television commercials for Coca-Cola featured movie stars, sports heroes, and

popular singers of the day.

During the 1980s, Pepsi-Cola ran a series of television advertisements

showing people participating in taste tests essentially demonstrating that: "Fifty

percent of the participants who said they preferred Coke actually chose the

Pepsi". Statisticians were quick to point out the problematic nature of a 50/50

result; that most likely all this really showed was that in blind tests, most

people simply cannot tell the difference between Pepsi and Coke. Coca-Cola

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ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola

wars; one of Coke's ads compared the so-called Pepsi challenge to two

chimpanzees deciding which tennis ball was furrier. Thereafter, Coca-Cola

regained its leadership in the market.

Selena was a spokesperson for Coca-Cola from 1989 till the time of her

death. She filmed three commercials for the company. In 1994 to

commemorate her 5 years with the company, Coca-Cola issued special Selena

coke bottles.

In an attempt to broaden its portfolio, Coca-Cola purchased Columbia

Pictures in 1982. Columbia provided subtle publicity through Coke product

placements in many of its films while under Coke's ownership. However, after

a few early successes, Columbia began to under-perform, and was dropped by

the company in 1989.

Coca-Cola has gone through a number of different advertising slogans in

its long history, including "The pause that refreshes", "I'd like to buy the world

a Coke", and "Coke is it" (see Coca-Cola slogans).

Sponsorship of Sporting Events:

Coca-Cola was the first-ever sponsor of the Olympic games, at the 1928

games in Amsterdam and has been an Olympics sponsor ever since. This

corporate sponsorship included the 1996 Summer Olympics hosted in Atlanta,

which allowed Coca-Cola to spotlight its hometown. Since 1978 Coca-Cola has

sponsored each FIFA World Cup and other competitions organized by FIFA. In

fact, one of the FIFA tournament trophy: FIFA World Youth Championship

from Tunisia in 1977 to Malaysia in 1997 was called "FIFA - Coca Cola Cup".

In addition, Coca-Cola sponsors the annual Coca-Cola 600 for the NASCAR

Nextel Cup auto racing series at Lowe's Motor Speedway in Charlotte, North

Carolina. Coca-Cola has a long history of sports marketing relationships, which

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over the years have included Major League Baseball, the National Football

League, Criticisms.

Main article: Criticism of Coca-Cola:

The Coca-Cola Company has been criticized for the alleged adverse

health effects of its flagship product. However, a common criticism of Coke

based on its allegedly toxic acidity levels has been found to be baseless by most

researchers; lawsuits based on these criticisms have been dismissed by several

American courts for this reason.

Most nutritionists advise that Coca-Cola and other soft drinks can be

harmful if consumed excessively, particularly to young children whose soft

drink consumption competes with, rather than complements, a balanced diet.

Studies have shown that regular soft drink users have a lower intake of calcium

(which can contribute to osteoporosis), magnesium, ascorbic acid, riboflavin,

and vitamin A. The drink has also aroused criticism for its use of caffeine, an

addictive substance which does not affect the products' taste.

Although numerous court cases have been filed against The Coca-Cola

Company since the 1920s, alleging that the acidity of the drink is dangerous, no

evidence corroborating this claim has been found. Under normal conditions,

scientific evidence indicates Coca-Cola's acidity causes no immediate harm.

Like most other colas, Coca-Cola contains phosphoric acid. One study has

shown that this hastens bone loss, contributing to illnesses such as

osteoporosis.

There is also some concern regarding the usage of high fructose corn

syrup in the production of Coca-Cola. Since 1985 in the U.S., Coke has been

made with high fructose corn syrup, instead of sugar glucose or fructose, to

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reduce costs. This has come under criticism because of concerns that the corn

used to produce corn syrup may come from genetically altered plants. Some

nutritionists also caution against consumption of high fructose corn syrup

because of possible links to obesity and diabetes. In India, there exists a major

controversy concerning pesticides and other harmful chemicals in bottled

products including Coca-Cola. In 2003, the Centre for Science and

Environment (CSE), a non-governmental organization in New Delhi, said

aerated waters produced by soft drinks manufacturers in India, including

multinational giants PepsiCo and Coca-Cola, contained toxins including

lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to

cancer and a breakdown of the immune system. Tested products included

Coke, Pepsi, and several other soft drinks, many produced by The Coca-Cola

Company. CSE found that the Indian produced Pepsi's soft drink products had

36 times the level of pesticide residues permitted under European Union

regulations; Coca-Cola's soft drink was found to have 30 times the permitted

amount. CSE said it had tested the same products sold in the US and found no

such residues. After the pesticide allegations were made in 2003, Coca-Cola

sales declined by 15%. In 2004, an Indian parliamentary committee backed up

CSE's findings, and a government-appointed committee was tasked with

developing the world's first pesticide standards for soft drinks. The Coca-Cola

Company has responded that its plants filter water to remove potential

contaminants and that its products are tested for pesticides and must meet

minimum health standards before they are distributed. In the Indian state of

Kerala, sale and production of Coca-Cola, along with other soft drinks, was

initially banned, before the High Court in Kerala overturned the ban ruling that

only the federal government can ban food products.

In 2006, the United States Food and Drug Administration responded to

reports that the carcinogen benzene was present in unhealthy levels in certain

soft drinks by conducting a survey of more than 100 soft drinks and other

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beverages. Based on this limited survey, the FDA stated that it "believes that

the results indicate that benzene levels are not a safety concern for consumers."

PRODUCT PROFILE

Coca-Cola:

Coca-Cola

Type Soft drink (Cola)

Manufacturer The Coca-Cola Company

Country of origin United States

Introduced 1886

Color Caramel E-150d

FlavorCola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

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The Las Vegas Strip World of Coca-Cola museum in 2000

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries.[ It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke as cola or pop. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

Brand portfolio

Name Launched Discontinued Notes Picture

Coca-Cola 1886The original version of Coca-Cola.

Caffeine-Free Coca-

1983

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Cola

Coca-Cola Cherry

1985

Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)" in North America until 2006. Zero-calorie variant (Coca-Cola Cherry Zero) also currently available.

New Coke/"Coca-Cola II"

1985 2002Still available in Yap and American Samoa

Coca-Cola with Lemon

2001 2005

Still available in:

American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, Norway, Réunion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank-Gaza

Coca-Cola Vanilla

2002 2005

Still available in:

Austria, Australia, China, Germany, Hong Kong, New Zealand (600ml only) Malaysia, Sweden (Imported) and Russia. Was called "Vanilla Coca-Cola (Vanilla Coke)" during initial U.S. availability.

2007 It was reintroduced in June

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2007 by popular demand

Coca-Cola C2

2003 2007Was only available in Japan, Canada, and the United States.

Coca-Cola with Lime

2005

Available in Belgium, Netherlands, Singapore,Canada, and the United States.

Coca-Cola Raspberry

June 2005

End of 2005Was only available in New Zealand.

Coca-Cola Zero

2005

Coca-Cola M5

2005

Only available in Federation of Bosnia and Herzegovina, Germany, Italy, Spain, Mexico and Brazil

Coca-Cola Black Cherry Vanilla

2006Middle of

2007Was replaced by Vanilla Coke in June 2007

Coca-Cola Blāk

2006Beginning of

2008

Only available in the United States, France, Canada, Czech Republic, Slovak Republic, Federation of Bosnia and Herzegovina, Bulgaria and Lithuania

Coca-Cola Citra

2006Only available in Federation of Bosnia and Herzegovina, New Zealand and Japan.

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Coca-Cola Light Sango

2006Only available in France and Belgium.

Coca-Cola Orange

2007Only available in the United Kingdom and Gibraltar

Coca-Cola Classic

2008

Introduced in bottle form after Coke Classic in cans was made. Available in Australia and the United States.

The prototype never made it to production since its middle diameter was larger than its base, making it unstable on conveyor belts.

Faced with the upcoming scheduled maintenance of the mold-making machinery, over the next 24 hours Dean sketched out a concept drawing which was approved by Root the next morning. Dean then proceeded to create a bottle mold and produced a small number of bottles before the glass-molding machinery was turned off.[42]

Chapman Root approved the prototype bottle and a design patent was issued on the bottle in November, 1915. The prototype never made it to production since its middle diameter was larger than its base, making it unstable on conveyor belts. Dean resolved this issue by decreasing the bottle's middle diameter.

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During the 1916 bottler's convention, Dean's contour bottle was chosen over other entries and was on the market the same year. By 1920, the contour bottle became the standard for the Coca-Cola Company. Today, the contour Coca-Cola bottle is one of the most recognized packages on the planet..."even in the dark!".

Thumps Up:Thums Up

Type Cola

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1977

Related products Coca-Cola, Pepsi, Campa Cola

Thums Up is a carbonated soft drink (cola) popularin India, where its bold, red thumbs up logo is common. It is similar in flavour to other colas but has a unique taste reminiscent of betel nut. Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India, Thums Up, Limca, and Campa Cola gained nationwide acceptance. The brand was bought out by Coca-Cola which, after unsuccessful attempts at killing the brand, later re-launched it in order to compete against Pepsi.

Background

During the late 1970s, the American cola giant Coca-Cola abandoned operations in India rather than make a forced sale of 60% of their equity to an Indian company. [1]

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Following this, the Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with then CEO Bhanu Vakil, launched Thums Up as their flagship drink, adding to their portfolio of older brands Limca (lime flavour) and Gold Spot (orange flavour). Thums Up was basically a cola drink, but the company never claimed it as such. The formula was just as closely guarded as the famous Coke formula. During the same time, the owners of Coca-Cola’s bottling plant, Pure Drinks Ltd., launched Campa Cola and Campa Orange, both of which had a higher dose of carbon dioxide.

Manmad Hill

Typical bottle of Thums Up

The Thums Up logo was a red 'thumbs up' hand gesture with a slanted white sans-serif typeface. This would later be modified by Coca-Cola with blue strokes and a more modern-looking typeface. This was mainly done to reduce the dominant red color in their signage. The picture shows the Thums Up mountain or, Thums Up pahaad (in Hindi), Manmad hills which has a natural top like the thums up logo and is a popular sight from trains. Its famous caption until the early 1980s was, “Happy days are here again”, coined by then famous copywriter Vasant Kumar, whose father was spiritual philosopher U. G. Krishnamurti. The caption became "I want My Thunder." It is currently "Taste the thunder!"

Thums Up enjoyed a near monopoly with a much stronger market share often overshadowing its other rivals like Campa cola, Double seven and Dukes, but there were many small regional players who had their own market. It even withstood liquor giant United Breweries Group (makers of Kingfisher Beer) Mcdowell's Crush, which was another Cola drink, and Double Cola.

It was one of the major advertisers throughout the 1980s. In the mid-80’s it had a brief threat from a newcomer Double Cola which suddenly disappeared within a few years.

In 1990, when the Indian government opened the market to multinationals, Pepsi was the first to come in. Thums Up went up against the international giant for an intense onslaught with neither side giving any quarter. With Pepsi roping in major Indian movie stars like Juhi Chawla, to thwart the Indian brand, Thums Up increased its spending on Cricket sponsorship. Then the capacity went from 250ml to 300ml, aptly named MahaCola. This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up. The consumers were divided where some felt Pepsi’s mild taste was rather bland.

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In 1993 Coca-Cola re-entered India after a prolonged absence from 1977 to 1993. But Coca-Cola’s entry made things even more complicated and the fight became a three-way battle. That same year, in a move that baffled many, Parle sold out to Coke for a meagre US$ 60 million (considering the market share it had). Some assumed Parle had lost the appetite for a fight against the two largest cola brands; others surmised that the international brands seemingly endless cash reserves psyched-out Parle. Either way, it was now Coca-Cola’s, and Coke has a habit of killing brands in its portfolio that might overshadow it. Coca-Cola soon introduced its cola in cans which was all the rage in India, with Thums Up introduced alongside, albeit in minuscule numbers. Later Coca-Cola started pulling out the Thums Up brand which at that time still had more than 30% market share.

Limca:

Limca

Type Lemon-lime soda

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1977

Related products Coca-Cola, 7 Up, Sprite

Limca is a lemon and lime flavoured carbonated soft drink made in India and certain parts of the U.S. It is less bubbly than its American counterparts like Seven Up and Sprite, and it has a slight flavor of ginger.

In 1992, when the government allowed Coca-Cola to return, at the same time as it admitted Pepsi for the first time, Coca-Cola bought Limca, Thums Up, Maaza and other drink brands.

Like other sodas, Limca is generally sold in glass bottles within India, which are returned to the store or restaurant after the contents have been drunk. The bottles are sent back to the manufacturer, washed and reused, because they are more expensive than the drink itself.

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Limca also publishes the Limca Book of Records, a record book similar to the Guinness Book of Records. The Limca Book of Records details feats, records and other unique statistics from an Indian perspective.

One of Limca's original and very popular taglines was "Limca. It's veri veri Lime & Lemoni." In India reigning top Hindi film actress and actors are generally chosen as models for the product.

Sprite:Sprite

Type Soft-Drink

Manufacturer The Coca-Cola Company

Country of origin

Germany

Introduced 1961

Colour Transparent

FlavourBitter Lemon Citrus Grapefruit, Citrus, Lemon and Lemon-Lime[1]

Variants See Brand portfolio section below

Related products

7 Up, Sierra Mist, Mountain Dew

Website Sprite official website

Sprite is a transparent, lemon-lime flavored, caffeine free soft drink, produced by the Coca-Cola Company. It was introduced in the United States in 1961. This was Coke's response to the popularity of 7 Up, which had begun as "Lithiated Lemon" in 1929. It comes in a primarily silver, green, and blue can or a green translucent bottle with a primarily green and blue label. In 1978 Sprite became the market leader position in the lemon soda category.

Sprite became popular in marketing in the 1960s through 1970s when they started making advertisements for the soda pop which was soon references in songs. Sprite also became popular through the late 1970s through early 1980s. When they made

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slogan ads for the pop. In the late 1980s Sprite became popular through the teenage group.

During the 1990s the soda starting to be featuring in TV Ads. In 2000 Sprite commissioned Temper to design a can which saw the design on 100 million cans across Europe. During 2007 the company changed its logo, then again in 2009.

History

Sprite was introduced in the United States in 1961 to compete against 7 Up. Early magazine advertisements promoted it as a somewhat sophisticated, tart and not-too-sweet drink mixer, to be used (similar to tonic water or ginger ale) with alcoholic beverages such as whiskey and vodka. In the 1980s, many years after Sprite's introduction, Coke pressured its large bottlers that distributed 7 Up to replace the soda with the Coca-Cola product. In large part due to the strength of the Coca-Cola system of bottlers, Sprite finally became the leader position in the lemon soda category in 1978

Marketing

Sprite cans from 1993, 2008, and 2009.

The mother and her kids scream in horror and run while the sun character chases them around the house asking why they're running from him. After the mom trips and tells her kids to keep running, the viewer is left to wonder what will happen to her. Finally, the commercial's message is given: "Trust your gut, not some cartoon character."[2]

In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, were humorously exaggerated.[3][4]

Also in the 1990s, Sprite launched the short-lived but memorable "Jooky" ad campaign. The 30-second television spots poked fun at other soft drinks' perceived lack of authenticity, ridiculous loyalty programs and, in particular, the grandiose, bandwagon-driven style of advertising popular among other soft drink manufacturers, notably Pepsi. The tagline for these spots was "Image is nothing. Thirst is everything. Obey your thirst."[5][6]

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In 2000, Sprite commissioned graffiti artist Temper to design a limited edition can which saw the design on 100 million cans across Europe.

Fanta:Fanta

Type Soft drink

Manufacturer The Coca-Cola Company

Introduced 1940 in Germany

Fanta is a global brand of fruit-flavored fizzy juice soft drinks from the Coca-Cola Company. There are over 90 flavors worldwide, but most of them are only available in certain countries.

History

Fanta has its origins in Germanywhen a trading ban was placed on that nation by the Allies during World War II. The Coca-Cola company therefore was not able to import the syrup needed to produce Coca-Cola in Germany. As a result, Max Keith, the man in charge of Coca-Cola's operations in Germany during the second World War, decided to create a new product for the German market created using only ingredients available in Germany at the time, including whey and pomace – the "leftovers of

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leftovers", as Keith later recalled.The name was the result of a brief brainstorming session, which started with Keith exhorting his team to "use their imagination"("Fantasie" in German), to which one of his salesmen, Joe Knipp, immediately retorted "Fanta".

Minute Maid:

The Minute Maid Company

Founded 1945

Headquarters Sugar Land, Texas, U.S.[1]

Key peopleJ. Alexander M. Douglas, Jr. (President of North America Group of Coca-Cola)

Industry Foods

Products Fruit juices

Employees 1,900[2]

Parent The Coca-Cola Company

Website MinuteMaid.com

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Headquarters of Minute Maid in Sugar Land, Texas, United States

Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C. Minute Maid is sold under Cappy brand in Central Europe and under Fruitopia in Germany.

Minute Maid was the first company to market orange juice concentrate, allowing it to be distributed throughout the United States and served year-round. The Minute Maid company is now owned by The Coca-Cola Company, and is the world's largest marketer of fruit juices and drinks. The firm opened its headquarters at 2150 Town Square Place in Sugar Land Town Square in Sugar Land, Texas, United States on February 16, 2009; previously it was headquartered at 2000 St. James Place, located near The Galleria in Houston.

In 2002 the Houston Astros baseball team sold the naming rights for their venue, subsequently named Minute Maid Park, and the company now owns 8.5% of the team

Maaza:Maaza

Type Fruit juice

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1976

Variants Maaza Orange, Maaza Pineapple

Related products Slice, Frooti

Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh, the most popular drink being the mango variety, so much that over the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola had also launched Maaza in orange and pineapple variants, but these variants were subsequently dropped. Coca-Cola has recently re-launched these variants again in the Indian market.

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Mango drinks currently account for 90% of the fruit juice market in IndiaMaaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro.

While Frooti was sold in small cartons, Maaza and Slice were initially sold in returnable bottles. However, all brands are also now available in small cartons and large PET bottles. Of late, the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink.

Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. Maaza claims to contain mango pulp of the Alphonso variety, which is known as the "King of Mangoes" in India.

HistoryMaaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India , Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. As for North America, Maaza was acquired by House of Spices in 2005.

Infra FoodbrandsSince 1998 Infra Foodbrands, located in The Netherlands, has started distribution in Europe, West-Africa, North America, Canada and the Caribbean, using frequent worldwide connections from Rotterdam Main Port. Since 2006 Infra Foodbrands is the owner of the Maaza brand and exports to 33 countries worldwide.

Infra Foodbrands develops, designs, distributes and markets a range of beverages, all supported by marketing- and promotional support programmes. Infra Foodbrands offers Maaza in 9 flavours (f.e. Mango, Tropical, Guava, Lychee, Passion Fruit/Maracuja, Pineapple, Banana, Papaya, Fruit Punch) in 9 different packaging formats (f.e. PET bottles, cartons, glass bottles and cans) suitable for all segments of the market

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RESEARCH METHODOLOGY

NEED FOR THE STUDY

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

CONCEPTUAL FRAME WORK

LIMITATIONS OF THE STUDY

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RESEARCH METHODOLOGY

Research design: Research design specifies the methods and procedures for conducting a particular study. The researcher should specify the approach he intends to use with respect to the proposed study.

Broadly speaking research designs can be grouped into three categories –

Exploratory research Descriptive research Casual research.

According to Kerlinger ,

Research design is defined as “the plan, structure, and strategy of investigation conceived so as to obtain answers to research questions and control variance “.

Exploratory research

An exploratory research focuses on the discovery of ideas and is generally based on secondary data .it is preliminary investigation which does not have rigid design. This is because a researcher engaged in an exploratory study may have to change his focus as result of new ideas and relationship among variables.

Descriptive research A descriptive study is undertaken when the researcher wants to know the characteristics of certain groups such as age, sex, educational level, income, occupation etc

Casual research

A casual research is undertaken when the researcher is interested in knowledge the cause and effect relationship between two or more variables such studies are based on reasoning along well tested lines.

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The research design for this research is descriptive in nature.

Research approach:

The method, which is adopted to collect the primary data, is research approach. The three methods available are observation method and direct approach and survey.

Research instrument:

The research instrument used in the study here is well structured questionnaire.

Sampling design:

All items in any field of enquiry constitute a’ universe or population ‘, a sample design is definite plan for obtaining a sample from a given population. Sample design may as well as lay down the number of no of items included in the sample i.e., the size of the sample ,sample design is determined before the data is collected .

There are different types of sample designs are available. Mainly they are divided in to two categories, one is probability sampling and other is non- probability sampling.

Probability sampling:

Probability sampling is also known as ‘random sampling ’ or ‘chance sampling ’ .under this sampling design , every item has an equal chance of inclusion in the sample , it is o say , a lottery method in which individual units picked up from the whole group not deliberately but y some mechanical process . Here it is blind chance alone that whether one item or the other is selected. Some of the random sampling designs are as follows. Systematic sampling, stratified sampling, cluster sampling, area sampling, multi stage sampling and sequential sampling.

Non –probability sampling:

Non –probability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample non-probability sampling is also known as different name s such as deliberate sampling, purposive sampling, and judgment sampling. In this type of sampling, the researcher selects items for sample deliberately, his

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choice of concerning the sampling, the researcher selects items for sample deliberately, and his choice concerning the items is supreme. Quota sampling, judgment sampling, convenience sampling etc., are some of the non-probability sampling designs.

Here the researcher follows non - probability sampling for conducting this study, and in detail sampling procedure is convenience sampling .this procedure is adopted based on the convenience of the researcher time and money constraints.

Population size:

The type of universe or population size is clearly defines the set of objects, i.e., finite or infinite. in finite universe the number of items is certain , in the infinite universe the no of items is infinite, i.e. we can not have any idea about the total no of items . The population of the city, the no of workers in a factory are the example s of finite universe, whereas the no of stars in the sky, listeners of a specific programme , throwing a dice etc . Are the examples of infinite universe.

Here population size is infinite for this study

Sampling unit:

A decision has to be taken concerning a sampling unit before selecting a sampling unit may be a geographical one such as a state, district, village, etc. Or a constructing unit such as house, flat, etc., or it may be a social unit such as family, club, school etc., or it may be individual. The researcher will have to decide one or more of such units’ that he has select for this study.

Sampling size:

The sample size refers to the number of items to e selected from the population.

Here the sample size is 200.

Population:

The population taken for the present study is the customers of in HYDERABAD town.

Statistical tool:

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The statistical tool used for the conducting present study is simple percentage method.

Data sources: Data is mainly collected through primary and secondary data sources.

Primary data:

The primary data are those, which are collected a fresh and for the first time, and thus Happen to be original in character. There are several methods of collecting primary data. Important one are observation method, interview method, through questionnaires, through schedules, and other methods. Here the primary data is collected through structured questionnaire.

Secondary data:

The secondary data are those which have already been collected y some one else and which have already been passed through the statistical process. Secondary data may either published data or un published data.

usually the published data are available in various publications of the central , state and local govern aments ; various publications of foreign govern aments or of international bodies and their subsidiary organizations, books ,magazines and news papers , reports and publications of various associations connected with business and industry, etc, reports prepared by research scholars , universities , economists , etc . In different fields; and public records and statistics, historical documents, and other sources of published information.

the sources of un published data are many ; they may be found in dairies , letters , un published biographies and autobiographies and also may be available with scholars and research workers , trade associations , labour bureaus and other public / private individuals and organizations . Here in this research the secondary data is collected through company records, company vouchers and through internet i.e., company web site (WWW.COCA-COLA.COM)

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NEED FOR THE STUDY

The soft drinks beverages industry is the most

competitive one and is dominated by two bitter rivals namely coca

cola products and Pepsi products .there exist a oligopoly

competition. However coca cola trails behind Pepsi but coca-cola

products is gaining market share at the cost of Pepsi products and

the present study tries to find out the different variables of

customers satisfaction towards coca-cola which is resulting in

gaining market share.

This research is an insight into the mind of consumer,

with the help of which the organizations will become aware of their

pitfalls and in turn can also make improvements in the product

regarding the level of satisfaction of the consumers.

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OBJECTIVES OF THE STUDY

1. To identify the customer satisfaction towards various brands of

Coca-Cola.

2. To identify the preference level of brands of Coca-Cola.

3. To find out which promotional activities is suitable for Coca-

Cola.

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SCOPE OF THE STUDY

The study is mainly focused on the customers of soft

drinks and understanding the satisfaction of the customer rather

than concentration on other yard sticks of marketing concept

like promotion, awareness, packaging, competitive advertise to

the competitors confined to Hyderabad city only.

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CONCEPTUAL FRAME WORK

WHAT IS CUSTOMER SATISFACION

Satisfaction is the level of a person’s felt state resulting from comparing a products perceived performance in relation to person’s expectations. Thus the satisfaction level is the function of the difference between perceived performance and expectations.

As this definition makes clear, satisfaction is a function of perceived performance and expectation, If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied.

If the performance falls short of expectations the customer is dissatisfied and highly dissatisfied.

WHAT DOES THE SATISFIED CUSTOMER DO

A satisfied customer does the following. Buys more and stays “loyal’ longer. Buys additional products as the company introduces and upgrades its

products Talks in favor of company and its products. Pays less attention to competing brands and advertising and is less price

sensitive. Offers products service ideas to the company.

WHAT IS SERVICE

Services are activities, benefits or satisfaction that are offered for sale. Example : - Haircuts, Repairs, Hotels and transportations services are tangible inseparable, Variable and Perishable.

WHAT CUSTOMERS ARE TO YOU :-

CUSTOMERS:-

Are the most important people you serve Are human beings with feelings like your own Deserve your most courteous and attentive treatment Do not interrupt your work they are the purpose of it. Do not depend on you, you depend on them.

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Are your business.

CUSTOMER EXPECTATIONS OF SERVICE: -

Customer Expectations are beliefs about service delivery that function as standards or reference points against which performance is judged. Because customers compare their perceptions of performance with these reference points when evaluating service quality. Thorough knowledge about customer expectations is critical to services marketers. Knowing the customer expectation is the first and possibly most critical step in delivering quality service. Being wrong about what customers want can also mean expending money, time, and other resources on things that do not count to the customer. Being wrong can even mean not surviving in a fiercely competitive market.

CUSTOMER PERCEPTIONS:-

How customers perceive services, how they assess whether they experienced quality service, and whether they are satisfied. Customers perceive services in terms of the quality of service and how satisfied they are overall with their experiences. These customer-oriented terms quality and satisfaction have been the focus of attention for executives and researchers alike over the last decade or more. Companies today recognize that they can complete more effectively by distinguishing themselves with respect to service quality and improved customer satisfaction.

SATISFACTION VERSUS SERVICE QUALITY: -

Practitioners and writers in the popular press trend to use the terms satisfaction and quality interchangeably, but researchers have attempted to be more precise about the meanings and measurements of two concepts, resulting in considerable debate. Consensus is growing that the two concepts are fundamentally different in terms of their underlying causes and outcomes. Although the certain things are common, satisfaction is generally viewed as a broader concept, whereas service quality assessment focuses specifically on dimensions of service. Based on this view, perceived service quality is a component of customer satisfaction.

SERVICE QUALITY DIMENSIONS: -

Research suggests that customers do not perceive quality in uni-dimensional way, but rather judge quality based on multiple factors relevant to the context. For Example, quality of automobiles is judged by such factors as reliability, serviceability, prestige, durability, functionality, and ease of use, whereas quality of food products might be assessed on other dimensions. Similarly,

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specific dimensions of service quality have been identified through the pioneering research of Parasuraman, Zeithmal and Berry.

Their research identified five specific dimensions of service quality that apply across a variety of service contexts are:

Reliability Responsiveness Assurance Empathy Tangibles

Reliability:-

Delivering on promises of five dimensions reliability has been consistently shown to be most important determinant of perceptions of service quality among customers. It is defined as the ability to perform the promised service dependably and accurately. In its broadest sense, reliability means that the company delivers on its promises –promises about deliver, service provision problem resolution, and pricing customers want to do business with companies that keep their promises.

Responsiveness: -

It is the willingness of help customers and to provide prompt service. This dimension emphasizes attentiveness and promptness in dealing with customer requests, complaints and problems.

Responsiveness is communicated to customers by the length of time they have to wait for assistance, answers to questions, or attention to problem. Responsiveness also captures the notion of flexibility and ability to customize the service to customer needs.

Assurance: -

Inspiring trust and confidence. It is defined as employees knowledge and courtesy and the ability of the firm and its employees to inspire trust and confidence. This dimension is likely to particularly important for services that the customer perceives as involving high risk and / or about which they feel uncertain.About their ability to evaluate outcomes –For Example, banking, insurance, brokerage, medical and legal service.

Empathy:

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Treating customers as Individuals – Empathy is defined as the earning; individualized attention the firm provides its customers. The essence of empathy is conveying through personalized service, that customers are unique and special. Customers want to feel understand by and important to firms that provide service to them. Personnel at small service firms often know customers by name and build relationships that reflect that personal knowledge of customer’s requirements and preferences. When such a small firms completes with large firms, the ability to be empathetic may give the small firm a clear advantage.

Tangibles: -

Representing the service physically – Tangibles are defined as the appearance of the facilities, equipment, personnel and communication materials. All of these provide physical representations or images of the service that customers, particularly new customers, use to evaluate quality. Service industries that emphasize tangibles in the strategies include hospitality services where the customer visits the establishment to receive the service, such restaurants and hotels, retail stores, and entertainment companies.

Customer Satisfaction Survey: -

A company may not conclude that it can get a full picture of customer satisfaction and dissatisfaction by simply running a complaint suggestion system. Companies cannot use complaint level as a measure of customer satisfaction. Responsive companies obtain a direct measure of the customer satisfaction by conducting surveys. They send questionnaires or make phone calls to random sample of their recent customer to find out how they feel about various aspects of the company’s performance.

They will solicit buyer’s views on the competitors. Customer Satisfaction can be measured in number of way. It can be measured directly by asking indicate how satisfied you are with service X on the following scale.

Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

Respondents can be asked as well to rate how much they expected of a certain attribute and also how much they experienced it.

Another method is to ask respondents to list any problems they have had with the offer and to list any improvements they could suggest.

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Finally, companies could ask respondents to rate various elements of the offer in terms of the importance of each element and how well the organization performed each element.

The last method helps the company to know if it is under performing on important elements and over - Performing on relatively unimportant elements. While collecting customer satisfaction data it would be useful asking additional questions to measure the customer’s purchase intention. This will normally be high if the customer satisfaction is high.

It would be useful to measure the likelihood or willingness to recommend the company and brand to other persons. A high positive word or mouth score indicates that the company is producing high customer satisfaction.

THE IMPORTANCE OF AFTER SALES SERVICE

INTRODUCTION

Historically, after sales service was regarded in most manufacturing companies as necessary evil – as a supporting but relatively minor function in overall structure of the organizations. This also applies some degree to the channels – in the case of industrial products, it will usually be the manufacturer who provides service, while for many consumer and other types of goods it is the responsibility of the dealer.

While it was realized that it was important to provide a reasonable level of after-sales service, the role and function of service was generally viewed purely as a cost center. It may well have been the last area for development and investment in many organizations.

Changes came about as a result of increasing consumer pressure and more intense competition. As consumers grew more sophisticated, they became less willing to accept poor quality goods and services. Consumer protection legislation forced firms to take responsibility for after-sales service, but at the same time organizations started to realize that by offering guarantees and service warranties they could enhance their competitive position. Bad publicity resulting from poor after sales service can be the fastest way of loosing customer.

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THE PRODUCT CONCEPT AND AFTER-SALES SERVICE

The product concept describes all products as being made up in more than on stage.

The augmented product The physical, or expected product. The core product.

The core product relates to product’s function in terms of the consumer need, which it will satisfy. A washing machine will provide clean clothes, o aid family hygiene.The physical, or expected, product describes the actual shape, form and features provided by the product.

The augmented product relates to the features, which providers of goods and services endeavor to incorporate into their products to make them stand out from the competition. Firms have built intangible qualities into the augmented product, which are now taken for granted. One – year guarantee have been superseded by three and five year guarantees.

AFTER SALES SERVICE AND BRAND CORPORATE IMAGE

After – sales services plays a crucial role in insuring the long – term credibility of company and brand image.

ATTRACTING CUSTOMERS

Companies seeking to grow their profits and sale have to spend considerable time and resources searching for new customers. Customer acquisition requires substantial skills in lead generation, lead qualification, and account conversion.

To generate leads, the company develops adds and places them in media that will reach new prospects; it sense direct mail and makes phone calls to possible new prospects; it sells people participate in trade shows where the might find new leads; and so on. All this activity produces a list of suspects. The next task is to qualify which of the suspects are really good prospects, and this is done by

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interviewing them. Checking on their financial standing, and so on. The prospects may be graded as hot. Warm and cool. The sales people first contact the hot prospects and work on account conversion, and negotiating final terms.

LIMITATIONS

1 The period of the study is limited to Hyderabad city only.

2 The data is collected through structured questionnaire method.

3 The period of the study is limited to 8 weeks only.

4 Due to time constraint to the sample is very small.

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DATA ANALYSIS & INTERPRETATION

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TABLE 1:

PREFERENCE OF THE SOFT DRINK

S.NO BRAND NAME

NO.OF RESPONDENTS

PERCENTAGE

1 COCO-COLA 128 64%2 PEPSI 72 36%

TOTAL 200 100%

CHART 1:

PREFERENCE OF THE SOFT DRINK

64%

36%

PREFERENCE OF SOFT DRINK

COCA-COLAPEPSI

INFERENCE:

From the above table I infer that 64% of respondents are aware of the coca-cola products and 36% of respondents are aware of the coca-cola products.

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TABLE 2:

SOURCE OF AWARENESS TOWARDS COCA-COLA

S.NO. SOURCE NO.OF RESPONDENTS

PERCENTAGE

1 THROUGH PROMOTIONAL

ACTIVITIES 136 68%2 THROUGH

FRIENSDS & FAMILY

28 14%

3 OTHER CUSTOMER 36 18%

TOTAL 200 100%

CHART 2:

SOURCE OF AWARENESS TOWARDS COCA-COLA

THROUGH PROMOTIO

NAL ACTIV

ITIES

THROUGH FR

IENSD

S & FA

MILY

OTHER

CUSTOMER

04080

120160

AWARENESS TOWARDS COCA-COLA

NO.OF RESPONDENTSPERCENTAGE

INFERENCE:

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From the above table I infer that 68% of the respondents are aware of Coca-Cola product through promotional activities, 18% are through other customers and 14% are through friends & family.

TABLE 3:

FREQUENCE OF TAKING COOL DRINKS

S.NO. DURATION NO.OF RESPONDENTS

PREFERENCE

1 DAILY 12 6%

2 2-5 TIMES IN WEEK 68 34%

3 WEEKLY ONCE 84 42%

4 OCCATIONALLY 36 18%

TOTAL 200 100%

CHART 3:

FREQUENCE OF TAKING COOL DRINKS

6%

34%

42%

18%

FREQUENCY OF TAKING COOL DRINKS

DAILY2-5 TIMES IN WEEKWEEKLY ONCEOCCATIONALLY

INFERENCE:

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From the above table I infer that 42% of respondents are taking cool drinks weekly once and 34% of respondents are taking 2-5 times and 18% of respondents are taking occasionally and 6% are taking daily.

TABLE 4:

PREFERENCE OF COCA-COLA RANGE IN SOFT DRINKS

S.NO. Brand name No. of respondents

Percentage

1 THUMS-UP 68 34%

2 SPRIT 40 20%

3 LIMCA 32 16%

4 FANTA 16 8%

5 MAZZA 20 10%

6 COCA-COLA 24 12%

TOTAL 200 100%

CHART 4:

PREFERENCE OF COCA-COLA RANGE IN SOFT DRINKS

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THUMS-U

PSP

RITLIM

CAFA

NTA

MAZZA

COCA-COLA0

1020304050607080

COCA-COLA RANGE IN SOFT DRINKS

No. of respondentsPercentage

INFERENCE:

From the above table it found that most of the customers are prefer to Coca-Cola products.

TABLE 5:

CUSTOMER SATIESFACTION ON PACKING WITH REFERENCE TO COCA-COLA BRAND

S.NO. ITEMS NO. OF RESPONDENTS

PERCENTAGE

1 BOTTEL 108 54%

2 PEN BOTTL 74 37%

3 TIN 18 9%

4 TETRA 0 0%

TOTAL 200 100%

CHART 5:

CUSTOMER SATIESFACTION ON PACKING WITH REFERENCE TO COCA-COLA BRAND

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54%37%

9%

PREFERENCE OF PACKING OF SOFT DRINKS

BOTTELPEN BOTTLTINTETRA

INFERENCE:

From the above table I infer that 54% of respondents prefer to bottle, 37% of respondents prefer to pen bottle and 9% of respondents are prefer to tin.

TABLE 6:

CUSTOMER SATIESFACTION ABOUT ALL COCA-COLA PRODUCTS

S.NO RESPONSENO. OF

RESPODENTS PERCENTAGE

1 HIGHLY SATIESFIED

12 6%

2MODERATORY

SATIESFIED 26 13%

3 SATIESFIED 148 74%

4 DISSATIESFIED 10 5%

5HIGHLY

DISSATIESFIED 4 2%

TOTAL 200 100%CHART 6:

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CUSTOMER SATIESFACTION ABOUT ALL COCA-COLA PRODUCTS

6%

13%

74%

5%

2%

CUSTOMER SATIESFACTION OF COCA-COLA PRODUCTS

HIGHLY SATIESFIEDMODERATORY SATIESFIEDSATIESFIEDDISSATIESFIEDHIGHLY DISSATIESFIED

INFERENCE:

From the above table it is found that most of the respondents are satisfied about the Coca-Cola products.

TABLE 7:

SATIESFACTION OF COCA-COLA PRODUCTS

S.NO. REASONS NO.OF RESPONDENTS

PERCENTAGE

1 TASTY 124 62%

2 PACKING 18 9%

3 QUALITY 50 25%

4 OTHERS 8 4%

TOTAL 200 100%

CHART 7:

SATIESFACTION OF COCA-COLA PRODUCTS

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62%9%

25%

4%

REASONS FOR SATIESFACTION OF COCA-COLA PRODUCTS

TASTYPACKINGQUALITYOTHERS

INFERENCE:

From the above table I infer that 62% of respondents are satisfied about the taste of the Coca-Cola products, 9% packing, 25% quality and 4% other qualities in Coca-Cola products.

TABLE 8:

COMPARISION OF COCO-COLA AND PEPSI

S.NO RESPONSENO. OF

RESPONDENTS PERCENTAGE

1 EXCELLENT 34 17%

2 GOOD 116 58%

3 AVERAGE 36 18%

4 POOR 14 7%

TOTAL 200 100%

CHART 8:

COMPARISION OF COCO-COLA AND PEPSI

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17%

58%

18%

7%

EXCELLENTGOODAVERAGEPOOR

INFERENCE:

From the above table I infer that 58% of respondents are told that Coca-Cola products are good, 18% told that average, 17% told that excellent and 7% told that Coca-Cola products are poor.

TABLE 9:

PEOPLE LIKE DIFFERENT FLAVOR OF COCA-COLA PRODUCTS

S.NO. FLAVORNO.OF

RESPONDENTS PERCENTAGE

1 APPLE 35 17.5%

2 ORANGE 40 20%

3 LEMON 96 48%

4 OTHERS 29 14.5%

TOTAL 200 100%CHART 9:

PEOPLE LIKE DIFFERENT FLAVOR OF COCA-COLA PRODUCTS

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18%

20%

48%

14%

APPLEORANGELEMONOTHERS

INFERENCE:

From the above table I infer that 17%of respondents are like apple flavour, 20% of respondents are like orange, 48% of respondents are like lemon and 15% like others flavours.

TABLE 10:

CUSTOMER SATIESFACTION WITH AVAILABLE OF COCA-COLA PRODUCTS IN MARKET

S.NO RESPONSE NO.OF RESPONDENTS

PERCENTAGE

1 HIGHLY SATIESFIED

36 18%

2 MODERATORY SATIESFIED

30 15%

3 SATIESFIED 112 56%4 DISSATIESFIED 14 7%5 HIGHLY

DISSATIESFIED8 4%

TOTAL 200 100%

CHART 10:

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CUSTOMER SATIESFACTION WITH AVAILABLE OF COCA-COLA PRODUCTS IN MARKET

18%

15%

56%

7%4%

HIGHLY SATIESFIEDMODERATORY SATIESFIEDSATIESFIEDDISSATIESFIEDHIGHLY DISSATIESFIED

INFERENCE:

From the above table I infer that 56% of respondents are says that satisfied about the availability of Coca-Cola products in market, 15% are moderatory satisfaction, 18% are highly satisfaction, 7% are dissatisfaction and 4% are dissatisfied.

TABLE 11:

CUATOMER SATIESFACTION OF COCA-COLA BRAND PRODUCTS

S.NO. RESPONSENO. OF

RESPODENTS PERCENTAGE1 HIGHLY

SATIESFIED 19 9.5%2 MODERATORY

SATIESFIED 67 33.5%

3 SATIESFIED 96 48%

4 DISSATIESFIED 12 6%

5HIGHLY

DISSATIESFIED 6 3%

TOTAL 200 100%

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CHART 11:

CUATOMER SATIESFACTION OF COCA-COLA BRAND PRODUCTS

10%

34%

48%

6%3%

HIGHLY SATIESFIEDMODERATORY SATIESFIEDSATIESFIEDDISSATIESFIEDHIGHLY DISSATIESFIED

INFERENCE:

From the above table it is found that most of the respondents is to be told that Coca-Cola products good.

TABLE 12:

SATIESFACTION ABOUT COMPARED TO COMPETETORS

S.NO. RESPONSENO.OF

RESPONDENTS PERCENTAGE

1HIGHLY

SATIESFIED 14 7%

2MODERATORY

SATIESFIED 24 12%

3 SATIESFIED 144 72%

4 DISSATIESFIED 10 5%

5HIGHLY

DISSATIESFIED 8 4%

TOTAL 200 100%

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CHART 12:

SATIESFACTION ABOUT COMPARED TO COMPETETORS

10%

34%

48%

6%3%

HIGHLY SATIESFIEDMODERATORY SATIESFIEDSATIESFIEDDISSATIESFIEDHIGHLY DISSATIESFIED

INFERENCE:

From the above table I infer that most of the customers are satisfied about the Coca-Cola products.

TABLE13:

CUATOMER SATIESFACTION OF COCA-COLA PRODUCTS PROMOTIONAL ACVTIVITIES

S.NO. RESPONSENO.OF

RESPONDENCE PERCENTAGE

1 HIGHLY SATIESFIED 20 10%2 MODERATORY

SATIESFIED 25 12.5%

3 SATIESFIED 133 66.5%

4 DISSATIESFIED 20 10%

5 HIGHLY DISSATIESFIED

2 1%

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TOTAL 200 100%CHART13:

CUATOMER SATIESFACTION OF COCA-COLA PRODUCTS PROMOTIONAL ACVTIVITIES

10% 13%

67%

10%1%

HIGHLY SATIESFIEDMODERATORY SATIESFIEDSATIESFIEDDISSATIESFIEDHIGHLY DISSATIESFIED

INFERENCE:

From the above table it is found that most of the customers are satisfied about the promotional activities of Coca-Cola products.

TABLE 14:

WHICH PROMOTIONAL ACTIVITIES ARE SUITABLE FOR COCA-COLA PRODUCTS

S.NO. SOURCENO.OF

RESPONDENTS PERCENTAGE

1 PRINT MEDIA 28 14%2 OUT DOOR

MEDIA 44 22%3 ELECTRONIC

MEDIA 128 64%

TOTAL 200 100%CHART 14:

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WHICH PROMOTIONAL ACTIVITIES ARE SUITABLE FOR COCA-COLA PRODUCTS

14%

22%

64%

PRINT MEDIAOUT DOOR MEDIAELECTRONIC MEDIA

INFERENCE:

From the about table I infer that 64% of respondents are told that electronic media is suitable for Coca-Cola, 22% of respondents are told that outdoor media and 14% are told that print media is suitable for Coca-Cola products.

TABLE 15:

WHOCH CELEBRITIES YOU PREFER MOSTLY FOR PROMOTION OF COCA-COLA PRODUCTS

S.NO. REASONNO.OF

RESPONDENTS PERCENTAGE

1 CRICKETERS 90 45%

2 MODELS 6 3%

3 FILM STARS 104 52%

TOTAL 200 100%

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CHART 15:

WHOCH CELEBRITIES YOU PREFER MOSTLY FOR PROMOTION OF COCA-COLA PRODUCTS

CRICKETERS MODELS FILM STARS0

20

40

60

80

100

120

NO.OF RESPONDENTS

INFERENCE:

From the above table I infer that 52% of customers prefer film stars, 45% prefer cricketers and 3% are preferred for models.

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FINDINGS

SUGGESTIONS

CONCLUSION

FINDINGS

It was found out that 64% of customer’s preferred coca-cola products and 36% customers are preferred pepsi products.

It was found out that 68% of the respondents are aware coca-cola product through promotional activates 14% are through friends & family and 18% are other customers.

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It was found out that 42% of customers are taking cool drinks weekly once at 34% of customers are taking 2-5 times in a week 18% of customers taking occasionally and 6% of customers are taking daily.

It was found out that 34% of respondents prefer Thumps-up, 20% prefer Sprite,16% prefer Limca,8% prefer Fanta ,10% prefer Mazza,12% prefer Coca-cola.

It was found out that 54% of be respondents prefer bottle, 37% are prefer pet bottle,9% are prefer tin.

It was found out that 74% of customers satisfied,13% are moderatory satisfied,6% are highly satisfied, 5% are dissatisfied,2% are highly dissatisfied about of coca-cola product.

It was found out that 62% customers prefer taste,25% prefer quality,9% prefer packing and 4% prefer others.

It was found out that 58% of respondents are good,18% are average,17% are excellent and 7% are poor compared to Pepsi.

It was found out that 56% of customers aresatisified,15% moderatory satisified,18% are highly satisfied, 7% dissatisified,4% are highly dissatisfied about available of coca-cola products in market.

It was found out that 72% customers are satisfied, 12% of moderatory satisified,7% are highly satisified,5% are dissatisified,4% are highly dissatisfied compared to competitors.

It was found out that 14% of respondents are prefer print media,22% are prefer hoodings,64% are electronic media is suitable for promotional activity of coca-cola products.

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It was found that 20% of customers prefer apple flavor, 45% are prefer lemon flavor, 24% are prefer orange flavor and 11% are prefer other flavors in Coca-Cola.

It was found that 50% of customers are satisfied, 30% are moderatory satisfied, 10% are highly satisfied, 7% are dissatisfied and 3% are highly dissatisfied to Coca-Cola brands.

It was found that 65% of customers are satisfied, 12% are moderatory satisfied, 10% are highly satisfied, 10% are dissatisfied and 3% are highly dissatisfied compared to competitors.

It was found that 52% of customers prefer film stars, 45% are prefer cricketers and 3% prefer for models.

SUGGESTIONS

The coca-cola can be packed in the form of bottles and sold out

Print media advertisement for coca-cola should be increased

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From the customers suggestions point of you I suggest that offers should be used in the advertisement

The quality of taste of different flavour of coca-cola should be Concentrated

The preference levels of individual brands of coca-cola by the

customer should increased by promotional activities

CONCLUSION

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The COCA-COLA carries a very good reputation in the market. The company holding sound customer profile, which it is considered as being the great advantages.

It has been observed from the analysis and interpretation with respect to COCA-COLA it provides hood services. It has been observed from the data that most of the customers prefer COCA-COLA products. And very much satisfied about the COCA-COLA products.

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QUESTIONNARE

BIBILIOGRAPHY

QUESTIONNAIRE ON CUSTOMERS SATISFACTION ON

COCA- COLA:

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Customers Name : -----------------------------------------------

Address : ------------------------------------------------

Phone No: --------------------------- Mobile.

-----------------------------------------

Occupation :-------------------------------------------------

Annual Salary : -----------------------------------------

1. Which soft drink product do you prefer? ( )

(a) COCA – COLA product (B) PEPSI Product

Why? ______________________________________________

2. How did your aware about Brand? ( )

a) Through promotional activitiesb) Through friends & Familyc) Other customer.

3. How often you take cool drink? ( )

a) Daily (b) Weekly once

c) 2-5 times a week (d) Occasionally

4. Which Coca-Cola product do you prefer? ( )

a) Thumpsup b) Sprite

c) Limca d) Maza

e) Coca-Cola

5.Which type packing do you like most for your favorite cool drink? ( )

a) Bottle b) Pet bottle c) Tin d) Tetras

6. Are you satisfied about packing of all Coca-Cola products ( )

a) Highly satisfied b) Moderatory satisfied

c) Satisfied d) Dissatisfied

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e) Highly Dissatisfied

7. What are the reasons for your satisfaction regarding product of Coca-Cola?

( )

a) Taste b) Quality c) Packing d) Others

8) How is Coca-Cola compared to pepsi as for as taste is concerned ( )

a) Excellent b) Average e)Good d) Poor

9. What other taste would you like to have in Coca-Cola products? ( )

a) Apple b) Lemon c) Orange d) others

10. What is your satisfaction about availability of Coca-Cola product? ( )

a) Highly satisfied d) Moderatery c) Satisfied

d) Dissatisfied e) Highly dissatisfied.

11. Are you satisfied with the product of Coca-Cola brand ( )

a) Highly satisfied b) Moderatery satisfied

c) satisfied d) Dissatisfied

e) highly dissatisfied

12. What is the satisfaction of Coca-Cola compared to competitors? ( )

a) Highly satisfied b) Moderatery satisfied

c) satisfied (d) Dissatisfied e) highly dissatisfied

13. Are you satisfied about promotional activities of Coca-Cola products?

( )

a) Highly satisfied b) Moderatery satisfied

c) satisfied (d) Dissatisfied e) highly dissatisfied

14. In your opinion which promotional activity is suitable for Coca-cola?

( )

a) Print media b) Outdoor media

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c) Electronic media

15. Which celebrities you prefer mostly for promotion of Coca-cola products?

a) Cricketers b) Film starts

c) Models d) Others

16. Suggest your recommendations

Name of the Student

(N.Kiran Kumar) Signature of the customer.

BIBLIOGRAPHY

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MARKETING MANAGEMENT ---- PHILIP KOTLER

MARKETING RESEARCH ---- G.C. AERIN

BUSINESS RESEARCH

METHODOLOGY ---- C.R. KOTHARI

PRINCIPLES OF

MARKETING ---- STANTON & GARY

ARMSTRONE

WWW.COCA-COLA.COM

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