PREFACE
The market preference is highly regional based. While cola drinks have main markets in metro cities and northern states of Punjab, Haryana etc. Orange flavored drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango flavored drinks. Diet coke presently constitutes just 0.8% of the total carbonated beverage market.
We research project entitled ‘Consumer Preference for Aerated Soft Drink in Vadodara City: A study of Coca cola & Pepsi’ is about to study the level of competition in the market in soft drink category and the perceptions of customers towards different soft drinks
As a part of this M.B.A. degree, students have to undergo a project, which is designed keeping the prerogative of industry in mind. This particular project allows a student to implement what we have learned within the four walls of classroom. It is here that the caliber of student is tested to find his flexibility for rigorous tasks assigned to him in future.
This report is divided in two parts. The first part gives the basic information about the project, the industry and the company. The second part consists of Research Analysis and Conclusion on the basis of particular Research Process. At the end we have provided a short list of the reference books and the sites that provided useful information during the project.
INTRODUCTION
Soft Drink
Soft drink market size for FY00 was around 270 mn cases (6480mn Bottles). The market witnessed 5- 6% growth in the early’91s. Presently the growth rate of soft drink industries in India is 22% as compare to the previous year. The market size for FY01 was around 7000 mn bottles & the market size for FY08 is expected to be 11000 mn bottles.
In Vadodara city, market size for FY00 was around 0.04 mn cases (9.6 lakhs). The market witnessed 7 ‘ 8% in the early ’90’s.
Soft Drink Production Area
The market preference is highly regional based. While cola drinks have main markets in cities and northern states of Punjab, Haryana etc. Orange flavored drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango flavored drinks. Diet coke presently constitutes just 0.8% of the total carbonated beverage market.
Growth Promotional Activities
The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisements, good quality and low cost. The soft drinks market till early 1990s was in hands of domestic players like gold spot, thumps up, coca cola etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control. The distribution network of Coca cola had 6.4 lakh outlets across the country in FY00, which the company is planning to increase to 8.1 lakhs by FY01. On the other hand Pepsi Co’s distribution network had 6.1 lakh outlets across the country during FY00 which it is planning to increase to 7.4 Lakh by FY01.
Types
Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola and lemon are carbonated drinks while mango drinks come under non carbonated category.
The market can also be segmented on the basis of types of products into cola products and non-cola products. Cola products account for nearly 60-62% of the total soft drinks market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke etc. Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available, namely: Orange, Cloudy Lime and Mango.
The Soft Drinks in India industry profile is an essential resource for top- level data and analysis covering the soft drinks industry. It includes detailed data on market size and segmentation, plus textual analysis of the key trends and competitive landscape, demographic information, descriptions and other information of the leading companies.
Evolution of Soft Drink in India
Euro monitors International’s Soft Drinks in India market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data allowing you to identify the sectors driving growth. It identifies the leading companies the leading brands and offers strategic analysis of key factors influencing the market are new product developments, packaging innovations, economic influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Soft drinks experienced another good year in 2007. The positive growth in soft drinks in India was primarily driven by the increased demand for fruit/vegetable juice and bottled water. With rising disposable incomes and a preference for healthy and natural products, fruit or vegetable juice was in great demand in 2007. Bottled water also continued its fast growth, with demand stemming from the rising populations in cities and the crumbling public infrastructure for tap water.
India’s soft drinks market will continue to grow apace in 2003, overcoming the obstacles presented by the difficulty in marketing to such a large and diverse population and the relatively high cost of packaging as a proportion of selling price.
Vadodara & Indian Market Scenario
Market Definition:
The soft drinks market consists of bottled water, carbonates, functional drinks, juices and ready-to-drink (RTD) tea & coffee. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in the creation of this report have been calculated using constant 2004 annual average exchange rates. Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains also dispense them in disposable containers Non- alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola and oranges are carbonated drinks while mango drinks come under non carbonated category. The market can also be segmented on the basis of types of products into cola products and non-cola products. Cola products account for nearly 60- 62% of the total soft drinks market. The brands that f all in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, etc. Non- cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available, namely: Orange, Clear Lime and Mango.
The concerns about the safety of carbonates were renewed in the wake of the pesticides controversy in Sep 2006. Similar concerns were voiced in 2005. The alleged harmful effects of pesticide residues in carbonates affected the image and consumption of carbonates negatively. Within carbonates, consumers increasingly preferred non-cola carbonates to cola carbonates. The pesticides controversy resulted in an increasing number of consumers shifting towards perceived healthier beverages.
Indian consumers were slow to accept new soft drink options such as functional drinks and RTD tea, although these beverages produced dynamic growth rates from a low base in 2005. On the other hand, carbonates, bottled water and fruit or vegetable juice have long been popular beverages in India. The relatively low consumer awareness of functional drinks and RTD tea stems mainly from the lakh of promotional activity. Manufacturers have marketed and positioned these products in large metropolitan cities. Thus, the combination of high prices, restricted product availability and a lakh of promotional activity led to the slow uptake of emerging soft drinks.
While soft drink producers in Western Europe bemoaned yet another cold, wet summer in 2003, their counterparts in India were struggling to keep up with demand, with exceptionally hot weather there driving sales growth.
A new report from beverage industry analysts estimates that consumption in India leapt by 14 percent as a result of the heat wave, and producers will clearly try to capitalize on this rapid advance in years to come.
Still drinks remain the largest single sector and while sales of packaged still drinks grew strongly, the sector as a whole was held back by almost flat consumption of unpackaged or loose alternatives. Helped by strong sales through roadside vendors, loose or unpackaged still drinks account for over 90 percent of total still drinks consumption, the report shows.
Carbonates, on the other hand, gained considerable ground in 2003, with a 21 percent increase in consumption helping fizzy drinks narrow the gap with their still counterparts. This performance is even more impressive given the fact that Indians do not tend to consume carbonates with meals and home consumption is low.
The major carbonate producers reverted back to offering 20cl refillable glass – a move that enabled affordable pricing to be implemented and one that resulted in sales of the pack size more than doubling. This has also helped the major brands compete more effectively with their traditionally less expensive local rivals.
PET is the fastest-growing type of packaging, its use increasing by some 38 percent in 2003 alone. PET’s share of total soft drinks packaging also increased from 22 percent to 26 percent with further inroads expected in 2005.
Imported brands in general are becoming more readily available on store shelves offering consumers greater choice. There is also considerable scope for the introduction of new flavors in response to ethnic preferences. In addition, the success of smaller pack sizes in the carbonates sector is likely to provide fresh impetus for low cost packaging particularly as the major producers look for ways of competing with lower priced local suppliers.
Weather permitting, the overall market is expected to continue growing in 2005, but with a predicted increase of around 8 percent, this will be far less frenetic than in 20
Major Market Players
Coca Cola:
Coca-Cola India Pvt. Ltd maintains its leading position. Coca-Cola India Pvt. Ltd maintained its leading position in soft drinks in India, followed by PepsiCo India Holdings Pvt. Ltd in 2007. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2007, as a result of the growing health concerns caused by the aftermath of the pesticides controversy, both maintained a comfortable lead over the other manufacturers. Parle Bisleri Ltd has steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked company in 2007. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as consumer interest continues to surge forward. A number of new players have entered fruit or vegetable juice and bottled water, vying for a slice of the growing pie.
Future soft drinks growth to come from healthier beverages. Soft drinks are expected to grow at a healthy pace over the forecast period. Much of the demand for soft drinks is expected to be for healthier beverages. With consumer preferences shifting towards healthier options worldwide, India is following suit growing consumer awareness about healthier soft drinks and the effects of the pesticides controversy mean that consumers are likely to opt for healthier alternatives over the forecast period. Thus, sales of carbonates are expected to stagnate over the forecast period while fruit/vegetable juice and bottled water are projected to experience robust growth. Functional drinks and RTD tea are expected to reproduce the dynamic growth of 2006-2007, albeit from a low base.
Pepsi:
Pepsi gained popularity following the introduction in 1935 of a 12-Ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to 5 cents, sales went through the roof. With twelve ounces a bottle instead of the six ounces Coca-Cola sold, Pepsi turned the price difference to its advantage with a slick radio advertising campaign, featuring the "Pepsi cola hits the spot / Twelve full ounces, that’s a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you,", encouraging price- watching consumers to switch to Pepsi, while obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the twelve ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi’s status. From 1935 to 1937, Pepsi Cola’s profits doubled.
Pepsi’s success under Goth came while the Loft Candy business was faltering. Since he had initially used Loft’s finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Goth for possession of the Pepsi Cola Company. A long legal battle then ensued, with Goth losing. Loft now owned Pepsi, and the two companies did a merger, then immediately spun the Loft Company off.
In 1976, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public.
In 1997, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2003, the strategy was cited by Promo Magazine as one of 15 "Ageless Wonders" that "helped redefine promotion marketing."
Relevance of the Study
We will come to know about the service and responsibility towards customers of soft drink retail sectors. Customers buying behavior and retailers selling behavior will be provide by this study. The study will help to analyze the customer’s exact needs & wants. The Soft Drinks in India industry profile is an essential resource for top-level data and analysis covering the soft drinks industry. It includes detailed data on market size and segmentation, plus textual analysis of the key trends and competitive landscape, demographic information, and descriptions of the leading companies like Pepsi & Coca- Cola.
Scope of the Study
The report talks about the soft drink retail industry in our country, like industry performance, future prospects, growth opportunities, etc. The forecast given in this report is not based on a complex economic model, but is intended as a rough guide to the direction in which the market is likely to move. This forecast is based on a correlation between past market growth and present market growth. The report provides a keen insight of soft drink industry in India by analyzing various market segments and retail formats present in the industry. It helps clients to understand the various types’ products available in soft drink industry and their future scope. The overview on opportunities and future forecast on the soft drink retail industry helps the clients analyze the future course of direction and major growth areas of the industry. The project contains an executive summary and data on value, volume and segmentation of market in India. It provides textual analysis of the industry’s prospects, competitive landscape and leading companies with a two-year forecast of the soft drink industry. It is supported by the key macroeconomic and demographic data affecting the market by including the detail information on market size, measured by both value and volume of market shares which are covered by manufacturer and/or brand.
RESEARCH
METHODOLOGY
Research Process
Research makes progress possible. Research is the systematic design,
collection, analysis and reporting of data. Research comprises of defining and
redefining problems, formulating hypothesis, collecting, organizing, evaluating
data, making deduction and reaching to conclusion whether they fit into the
formulation of hypothesis. Marketing research is used to know the wants of the
customer and also to fulfill the needs of the customer. Above all is the process of
research, discussed briefly in the following mentioned steps:
Problem Formulation
I have done this research on the basis on soft drink industry in
Vadodara market. The information has been collected from both primary
sources and secondary sources. Primary sources like the individuals (students, businessmen, retail outlets & shop kiosk). And secondary sourceslike government & trade report, company records, sales force reports.According to Indian market scenario Coca-Cola is the leading company andPepsi is at second position. We have collected data in a same ratio from eachsegment mention above so that research has carried right information.
Research Method
It is the most relevant requirement for any market researcher.
Research Methodology is totally based on problem of research what we have
already have defined. Research Methodology always depends on the
following points:
A) The increasing complexity of the Business Environment
‘ Technological changes.
‘ Research & Development
‘ Product changes
‘ IT changes
B) Increase complexity of decision maker.
A research design specifies the methods and procedure for conducting a particular study.
Broadly the research can be grouped in to three categories.
‘ Exploratory research
‘ Descriptive research
‘ Casual research
In my study, I have used descriptive research method to collect necessary information related to the study
OBJECTIVE OF THE STUDY
The main objective of the study can be explained as below:-
‘ To know how many people consume,pepsi or coca-cola or other soft drinks products.
‘ To know the mindset of customer, while purchasing the soft drinks products of these companies.
‘ With proper customer perception study, we can identify which are factors most affecting the purchase of soft drinks.
‘ To spot the difference between the Retailers opinion towards pepsi products when compared to coke products.
‘ To study, what role does brand play while customer buy certain soft drink product.
Research Design
It is a model, indicates a plan of action to be carried out in connection of
this research. It provides only the guideline to the researcher to move forward. I
have developed the research design on the basis of data which have been collected. Research design is the conceptual structure within which research is conducted; it constitutes the blue print for the collection, measurement and analysis of data. As such the design includes an outline of researcher work from the writing of hypothesis and the operational implementation to the final analysis of data.
Data Collection Technique
Primary source:
‘Primary data are those, which are collected for the first time and they aroriginal in character. The researcher he to study a particular problem collects there.’
Data has been mainly collected form primary sources. The method was
combination of direct personal interview backed by questionnaires method i.e. aquestionnaire being drafted and data being collected by meeting soft drinkretailers directly. For this study the researcher did not simply relied on the questionnaire but also adopted the observation method for collecting real facts.
Secondary source:
The secondary data are those, which are already collected by someone for some purpose and are available for the present study.
Data have obtained regarding the information relates to soft drink
industry profile i.e. industry growth, present status of industrial background,
government & trade report, company records, sales force reports etc.
Data Analysis & Interpretation
Both quantitative and qualitative methods of data analysis have been
used. The percentage of respondent in each category for each attribute has been
taken to obtain meaningful information from data.
Interpretation means drawing interference from the collected facts after
analytical study. Here,’Percentage (%) technique’ has been used to interpret the
data.
Sampling Design
Sampling plan includes.
(A) Sampling unit
(B) Sample size
(C) Sampling method
(A) Sampling Unit:-
In my study the market survey was conducted in BAroda city. Conducted I have covered different areas under my study. Different areas like Makarpura ,tarsal, chain, alkapuri, gotri, wagodiyaetc . in Baroda city.
(B) Sample Size:-
I have taken 100 individual in my study.
(C) Sampling Method:-
Sampling methods are also one of the important parts of the research for my topic i.e. the consumer perception about soft drink.I have used simple random sampling.
RESEARCH MEASURING INSTRUMENT
The most Favorable Instrument for collecting data is questionnaire for particular investigations.The questioner is a list of all questions to be asked from the consumer or the respondent.It also provides enough space for answer.
DATA ANALYSIS
Classification of Respondents
Working professional 19
Business person 8
Retailers 13
Student 60
The Response was as follows:
‘ We can see that 60% (60) were students in survey.
‘ While 19% (19) people were Working professional, 8% (8) were Business persons and 13% (13) were Retailers.
1) Which aerated drink do you prefer?
Coke 32
Pepsi 26
Fanta 14
Sprite 15
Others 13
Fig.1 No. of aerated drink consumer of different brands
The Response was as follows:
‘ The sample 32% (32) prefers coke, while 26% (26) prefer Pepsi.
‘ 14% (14) prefer Fanta, while 15% (15) people prefer sprite.
‘ And 13% (13) prefers other aerated drink like Limca, Appy fizz, Sosyo soda etc.
‘ Above data we can say that most of people prefer coke.
2) Are you brand specific every time?
Yes 84
No 16
Fig.2 Brand Specific
The Response was as follows:
‘ The sample 84% (84) people are brand specific.
‘ While 16% (16) people are not brand specific.
‘ From above data, we can say that most of people are Brand specific.
3) How often do you consume these aerated drinks?
Once a week 14
Twice a week 21
Trice a week 12
Everyday 25
Not fixed 28
Fig. 3 Consumption rate of aerated drink consumers
The Response was as follows:
‘ Here from survey, 28% (28) people having no fix schedule to consume
these aerated drink.
‘ While 25% (25) people drink every day, 12% (12) drink trice a week, 21%
(21) drink twice a week and 14% (14) drink once a week.
‘ Above analysis we can say that rate of consumption of most
people is not fix
4) While purchasing aerated drinks which factor influence your purchase
decision?
Attributes Very less Less Neutral Moderate Very much
Price 18 44 28 4 6
Fashion 5 10 25 40 20
Brand 4 6 11 15 64
Availability 8 4 18 27 41
Test 1 1 6 15 77
Fig. 4 Attribute towards price
The Response was as follows:
‘ We can see that 44% (44) people are less sensitive towards price.
‘ While 5% (5) people are very sensitive towards price.
‘ So we can say that price is less important.
Fig. 4 Attribute towards Fashion
The Response was as follows:
‘ Above analysis for attribute towards fashion shows that most people drink aerated drinks for fashion are moderate 40% (40) people.
‘ And very less 5% (5) people drink it not for fashion.
Fig. 4 Attribute towards Brand
The Response was as follows:
‘ Here 64% (64) people very sensitive towards brand.
‘ While 11% (11) people are neutral towards brand.
‘ And 4% (4) people not sensitive towards brand.
‘ So we can say that most of people are brand specific.
Fig. 4 Attribute towards Availability
The Response was as follows:
‘ As per survey 41% (41) people want availability of drink.
‘ While 8% (8) people are not sensitive towards availability.
‘ And 18% (18) people are neutral towards it.
‘ So we can say that most people are sensitive towards availability.
Fig. 4 Attribute towards test
The Response was as follows:
‘ Here 77% (77) people prefer test of aerated drink.
‘ 15% (15) people are moderate and 6% (6) people are neutral toward
test.
‘ So we can say that test is most preferable attribute.
5) Tick the following brand tried.
Satisfied 86
Unsatisfied 14
Fig. 5 Satisfaction for Coca cola
The Response was as follows:
‘ Above graph shows that 86% (86) people satisfied with Coca cola.
‘ While 14% (14) people are not satisfied with Coca cola.
‘ So from this we can say that most of people are satisfied with Coca Cola.
Satisfied 70
Unsatisfied 30
Fig. 6 Satisfaction for Pepsi
The Response was as follows:
‘ Above graph shows that 70% (70) people satisfied with Pepsi.
‘ While 30% (30) people are not satisfied with Pepsi.
‘ So from this we can say that around 3/4 people are satisfied with Pepsi.
6) Does packaging attract you?
Yes 78
No 22
Fig. 7 Packaging Attract or not.
The Response was as follows:
‘ Above graph shows that 78% (78) people are attract by packaging.
‘ While other 22 %(22) people are not attract by packaging.
‘ So we can say that most of people attract by packaging.
7) What are the essentials of a good packaging?
Color Theme 45
Symbols/Logos 38
Size 9
After use 8
Fig.8 Essentials of a Good Packaging.
The Response was as follows:
‘ Here as per graph 45% (45) people attract towards Color/theme.
‘ While 38% (38) people attract toward Symbols.
‘ Less people which are 9% (9) attract towards size of packaging and
only 8% (8) people attract towards after use.
‘ So from this we can say that most of people attract towards color and
Symbols.
8) Does Advertising provoke you?
Yes 84
No 16
Fig. 9 Advertising provoke or not
The Response was as follows:
‘ As above 84% (84) people agreed that advertising provoke them.
‘ While 16% (16) people do not affect by advertising.
‘ So we can say that advertisement provoke most of people.
9) Which brands Ads appeal you more to buy the brand?
Pepsi 41
Coca cola 59
Fig. 10 Brand ads appeal.
The Response was as follows:
‘ As above data analysis, brand ads appeal of coca-cola is 18% more
than Pepsi.
Limitations of the Study
Each and every study has several limitations so in We study has also
some limitation.
‘ We did sampling by the Probability Area Sampling so some of the remote
area of the Vadodara city is not covered.
‘ The findings are based on the research in Vadodara City only and thus
the conclusions may not be true for other cities.
‘ Time and costs were always a constraint.
‘ The study cannot give the accurate results because the sample size is
very small.
Recommendation and Suggestion
From the analysis of the data and information gathered in the market Survey conducted through questionnaire and personal interview it was found that in the soft drink segment, consumer preference of Coca Cola is better than Pepsi just because of Coca Cola’s wide product range & availability of the product in Vadodara market. According to the distributor’s point of view, margin of Coca Cola is higher than Pepsi as well as applicable for retailers also.
According to we, if Pepsi want to increase their consumer preference they should provide better service to retailers as well as consumers in terms of availability of product in market & wider product range than now. Consumer preference of Coca Cola is better because they owned some brand which has very good brand image in India.
Coca cola swot Analysis
STRENGTH
1. The best global brand in the world in terms of value ($77,839 billion)
2. World’s largest market share in beverage
3. Strong marketing and advertising
4. Most extensive beverage distribution channel
5. Customer loyalty
6. Bargaining power over suppliers
7. Corporate social responsibility
WEAKNESS
1. Significant focus on carbonated drinks
2. Undiversified product portfolio
3. High debt level due to acquisitions
4. Negative publicity
5. Brand failures or many brands with insignificant amount of revenues
OPPORTUNITY
1. bottled water consumption growth
2. Increasing demand for healthy food and beverage
3. Growing beverage consumption in emerging markets
4. Growth through acquisitions
Threats
1. Changes in consumer preferences
2. Water scarcity
3. Strong dollar
4. Legal requirements to disclose negative information
5. Decreasing gross profit and net profit margins
6. Competition from PepsiCo
7. Saturated carbonated drinks market
Pepsi SWOT analysis
STRENGTH
1. Multy national company
2. Strong marketing strategy
3. 2 in 1 benefit
WEAKNESS
1. Non availability of products
2. Slow after sale services
3. Poor distribution of the schemes
OPPORTUNITY
1. Good brand awareness in India
2. It can attract the more consumers because this is the only one cold drink in the market, which has two flavors in the bottle.
3. Summer season is itself a great opportunity for new mirinda lemon inhance the market
Threats
1. Strong competitor
2. Existing flavors
Conclusion
Thus it can be concluded that soft drink industry in India is growing day by day. According to the research we have observed that consumer preference as well as market share of Coca Cola is higher than Pepsi in Vadodara market. This also applicable all over the Indian market also. We hypothesis was based on the consumer preference of Pepsi & Coca Cola. We have assumed that in Vadodara, Coca Cola is the most preferable brand in soft drink industry and second preferable brand is Pepsi. After gathering all the facts & figures We are concluding that consumers’ preference of Coca Cola is better than Pepsi.
Bibliography
Books
1. Kothari C.R. ‘ Research Methodology Methods & Techniques, Delhi.
2. Kotler Philip & Keller Kevin Lane ‘ Marketing Management, 12th edition, Prentice Hall of India Private Limited, New Delhi.
MAGAZINES
1. Business World
2. India Today
WEBSITES
1. www.askjeeves.com
2. www.pepsico.in
3. www.cocacola.co.in
‘ http://www.worldofcoca-cola.com/coca-cola-facts/coca-cola-history/
‘
http://www.strategicmanagementinsight.com/swot-analyses/coca-cola-swot-analysis.html
‘ http://mba-posts.blogspot.in/2012/06/swot-analysis-of-coca-cola-company.html
‘ http://www.frw.rug.nl/persons/groote/cursus/global%20village/websites/0506/cocacolasite/hispepsi.html
‘ http://www.coca-colaindia.com/products/product_list_desc.html
‘ http://www.indiaresource.org/campaigns/coke/2003/cocacolabends.html
‘ http://www.gizmodo.in/news/The-Lost-History-of-Coca-Cola39s-Biggest-Failure/articleshow/30123823.cms
‘ https://www.sscnet.ucla.edu/southasia/History/Current_Affairs/coca_cola_india.html
ANNEXURE
Questionnaire
I would like to ask you a few questions regarding the cola brand you prefer that will help me in conducting my research work.
PERSONAL DETAIL
Name:-_________________________________________________________________
Gender: Male_____
Female_____
Age_____
Occupation
a) Student_____
b) Retailers_____
c) Business person_____
d) Working professional_____
1) Which aerated drink do you prefer?
Coke_____ Pepsi_____
Fanta_____ Sprite_____
Others_____
2) Are you brand specific every time?
Yes_____ No_____
3) How often do you consume these aerated drinks?
Once a week_____
Twice a week_____
Trice a week_____
Everyday_____
Not fixed_____
4) While purchasing aerated drinks which factor influence your purchase decision?
5) Tick the following:
6) Does package attract?
Yes_____ No_____
7) What are the essentials of a good package?
Color Theme_____
Symbols/Logos_____
Size_____
After use_____
8) Does Advertising provoke you?
Yes____ No_____
9) Which brands Ads appeal you more to buy the brand?
Yes_____ No_____