CHAPTER-1 INTRODUCTION

Soft drinks are non-alcoholic water-based flavored drinks that are optionally sweetened, acidulated and carbonated. Some carbonated soft drinks also contain caffeine; mainly the browncolored cola drinks. Globally, carbonated soft drinks are third most consumed beverages. Per capita annual consumption of carbonated soft drinks is nearly four times the per capita consumption of fruit beverages (Source: Data from the Beverage marketing Corporation, as reported by the Canadian Soft drink Association). Soft drink consumption is growing by around 5% a year, according to the publication Global Soft drinks, published by the Zenith International. Total Volume reached 412,000 million liters, giving a global per capita consumption of around 67.5 liters per year.

Major Players-Global
The global soft drink industry is highly concentrated, being largely controlled by the two multinational companies; Coca Cola and PepsiCo. Coca Cola leads the carbonated soft drink market in most countries in the world with 60% of the global cola market with its flagship CocaCola brand. Other notable players include Cadbury Schweppes.

Indian Scenario

Market
According to government estimates soft drinks marketed in India were 6540 million bottles in March 2001. The market growth rate, which was around 2-3% in 80s, increased to 5-6% in the early 90s and is presently 7-8% per annum. Most of the sales of soft drinks take place during summers while just 5-6% of total sales take place in winters. In summers the high season lasts for 70-75 days, which contributes more than 50% of the total yearly sales. In terms of regional distribution cola drinks have main markets in metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks and sodas are popular in southern states. Western markets have preference towards mango-flavored drinks.

Non-alcoholic beverage market can be divided into fruit drinks and soft drinks. Soft drinks available in glass bottles, aluminum cans, PET bottles or disposable containers can be divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks and noncarbonated drinks include mango drinks. Soft drinks can also be divided into cola products and
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non-cola products. Cola products in Indian include brands like Coca- Cola, Diet Coke, Thumps up Pepsi Cola, Diet Pepsi, etc. Cola drinks account for nearly 61-62% of the total soft drinks market in India. Non-Cola products account for 36% the total soft drink market (Source: India Infoline Sector Report).

Major Players in India

The two global majors PepsiCo and Coca-Cola dominate the soft drink market in India. CocaCola, which had winded up its India operations during the introduction of the FERA regime, reentered India 16 years later in 1993. Coca-Cola bought local brands-Thumps Up, Limca and Gold Spot from Parle Beverages and soft drink brands Crush, Canada Dry and Sport Cola from Cadbury Schweppes in early 1999. Pepsi started a couple of years before Coca Cola, in 1991 has bought over Mumbai based Dukes range of soft drink brands. There are conflicting figures about their market share. Some estimates put the market share of PepsiCo to be higher and some put the market share of Coca Cola to be higher. However, the soft drinks segment, dominated by these two companies, accounted for Rs 6,247 crore in sales.

Activity Chart
DATE 15th may 16th May-15th June 16th June 15th July Market visit with MD Promotion activity in HYPERCITY for the Minute Maid Mango Selling & Promotion activity in Reliance Market, Shahibaug ACTION PLAN

CHAPTER-2 RESEARCH METHODOLOGY

a) Research Objective:
Primary objective To know about customer brand awareness and Customer perception towards modern trade.

Secondary objective To know, How to promote new launched product To know the merchandising at Coca Cola. To Undertaking Selling activity of Coca Cola.

b) Scope of the study

To learn about arrangement of the display in malls. To learn, how we can increase the sales in modern trade. Provide the information to customer. To promote the new launched product MINUTE MAID MANGO.

c) Method of Data collection Research plan: Type of Research: Data collection:

Primary data collected: Secondary data collected: Observation, Survey Companys website, Companys magazine Questionnaires Dichotomous & Multiple choice multiple responses Descriptive

Research instruments:
Types of questions:

Sample design:
Sample size: Sampling type: Sampling method: Sampling tool for collecting information: 100 Simple Random Sampling Quantitative method Questionnaire

d) Data Analysis
Tools: SWOT Analysis

Limitations
Malls are not allowed for the survey. Time is a constraint in the study, given more time analysis would have been better with greater sample size Non-cooperative approach and rude behaviour of some of the respondents.

SWOT ANALYSES FOR MINUTE MAID MANGO

Strength: Low price than competitor Availability Market leader in NCSD category-60% Market share. As a fruit juice Mango drinks is mostly accepted throughout India. Ready to serve fruit drinks. Enriched by different vitamins. Lower entry barrier. Weakness: Taste Maaza is also coca cola product so it is main competitor Mango is not perceived as a health drink Margin given to retailers and distributors is less then Maaza No one know about the minute maid mango Only available in modern trade

 Opportunity: Most popular flavoured. Higher availability of resources. Target customers are frequent buyers

Threats: Malls also having their own product So many competitors. Competitors are having many pack sizes. Presence of huge unorganized market. Competition with Soft drinks giants Parle Agro and Pepsi, Reliance, Dabar Competition with sugar less product Dlite.

Chapter 3: Industry Profile

Industry Profile
In India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers.

BEVERAGES

ALCOHOLIC

NONALCOHOLIC

CARBONATED

NONCARBONATED

COLA

NON-COLA

NON-COLA

The 50-bn-rupee soft drink industry is growing now at 6 to 7% annually. In India, Coke and Pepsi have a combined market share of around 95% directly or through franchisees. Campa Cola has a 1% share, and the rest is divided among local players. Industry watchers say, fake products also account for a good share of the balance. There are about 110 soft drink producing units (60% being owned by Indian bottlers) in the country, employing about 125,000 people. There are two distinct segments of the market, cola and non-cola drinks. The cola segment claims a share of 62%, while the non-cola segment includes soda, clear lime, cloudy lime and drinks with orange and mango flavours. The per capita consumption of soft drinks in India is around 5 to 6 bottles (same as Nepal's) compared to Pakistan's 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines 173 and Mexico 605. The industry contributes over Rs 12 bn to the exchequer and exports goods worth Rs 2 bn. It also supports growth of industries like glass, refrigeration, transportation, paper and sugar. The Department of Food Processing Industries had stipulated that 'contains-no-fruit-juice' labels be pasted on returnable glass bottles. About 85% of the soft drinks are currently sold in returnable bottles. There was a floating stock of about 1000 mn bottles valued at Rs 6 bn. If the industry
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were to abide by the new guidelines, it would have to invest in new bottles, resulting in a cost outgo of Rs 5 bn. Neither Coke nor Pepsi is in a position to invest such a large amount.

If the behavioural patterns of consumers in India are closely noticed, it could be observed that consumers perceive beverages in two different ways i.e. beverages are a luxury and that beverages have to be consumed occasionally. These two perceptions are the biggest challenges faced by the beverage industry. In order to leverage the beverage industry, it is important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable.

The industry estimates that the beverage market should grow at twice the rate of GDP growth. The Indian market should have, therefore, grown by at least 12%. However, it has been growing at a rate of about 6%. In contrast, the Chinese market grew by 16% a year, while the Russian market expanded at almost four times the rate of growth of the Indian market.

Soft and aerated drinks were considered products for the middle class and the affluent. That segregation is no more valid. Soft and aerated drinks are consumed by all except those who cannot afford to buy any drink. An NCAER study says that 91% soft drink sales are made to the lower, middle and upper middle classes. The soft drink industry has been urging the government to categories aerated waters (soft drinks) equitably with other consumer products of mass consumption and remove special excise duty. Here the demand of soft drink has articulated in graph witnessing past and future data. Exhibit 1: Demand of soft drink(Source: Ministry of food and beverage industry)

Demand in mn. cases

600 500 400 300 200 100 0 105 115 125 135 150 165 180 194 209 262 225 243 310 279 291 330 359 373 479 388 403

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Leading Brands Coca Cola, Thums Up, Limca, Fanta, Gold Spot, Rim Zim, Maaza, Pepsi, Mirinda, 7'UP, Mangola, Slice, Duke's, Lemonada, Crush, Canada Dry, Campa.
Exhibit 2: market Growth rate of Beverage industry in India

Market Growth Rates 1990-91 - 1996-97 1996-97 - 2001-02 2001-02 - 2006-07 2004-05 - 2009-10 2009-10 - 2014-15 Sensitivity Coefficient 9.4% 7.8% 6.5% 5.4% 3.5% 5.2%

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Chapter-4 Company Profile

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Company Profile
The world has changed in many ways since pharmacist; John Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning... May - Pemberton concocted caramel-colored syrup in a three-legged brass kettle in his backyard. 1886 He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, " 1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 - Atlanta entrepreneur Mr. Candler had acquired complete ownership of the Coca-Cola business for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1893 - In January "Coca-Cola" was registered in the U.S. Patent office. 1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most recognized trademark.

1919 - The Coca-Cola Company was sold a group of investors for $25 million. 1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades.

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Woodruff's leadership took the business to unrivalled heights of commercial success, making Coca-Cola an institution the world over. During the Woodruff era, Mr Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5 billion bottles to the service. 1925 - 6 Million Coke's sold per day. 1927 - The first Coca-Cola radio advertisement. 1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time. 1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up during WWII. 1950 - Advertising on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1961 - Sprite was introduced. 1971 - The song "I'd like to Buy the World a Coke" was released. 1978 - The two litre bottle was introduced, and during that same year the company also introduced plastic bottles 1982 - Diet Coke was introduced in July. 1985 - The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled into a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula. The new formula was a sweeter variation with less tang, it was also slightly smoother. The factor that influenced the change was that Coke's market share fell 2.5 percent in four years. Each percentage point lost or gain meant 200 million dollars. This was the first flavour change
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since the existence of the Coca-Cola company. The change was announced April 23, 1985 at the Vivian Beaumont Theatre at the Lincoln Centre. Some two hundred TV and newspaper reporters attended this very glitzy announcement. The change to the world's best-selling soft drink was heard by 81% of the United States population within twenty-four hours of the announcement. Within a week of the change, one thousand calls a day were flooding the company's eight hundred number. Most of the callers were shocked and/or outraged, many said that they were considering switching to Pepsi. Within six weeks, the eight hundred numbers was being jammed by six thousand calls a day. The company also fielded over forty thousand letters, which were all answered and each person got a coupon for the new Coke. Many American consumers of Coca-Cola asked if they would have the final say. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to declare the victory. Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". 1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4 percent. This was said to be a classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude. The comeback of old Coke drove stock prices to the highest level in twelve years. This was said to be the only way to regain the lead on the cola wars. 1993 - Coca-Cola exceeds 10 Billion cases sold worldwide. 1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics.

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 COKE IN INDIA Despite the formidable track of its parent $18 billion giant in Atlanta USA. Coke India record 1800 crore soft drink makers is prominent.Cocacola entered in India market after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian soft drink market because of their acquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands Thums up, limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment COMPANY SYSTEM IN INDIA At the core of our business in India, as in the rest of the world is our production and distribution network, which we call the Coca-Cola system. Globally, the Coca-Cola system includes our Company and more than 300 bottling partners. The Coca-Cola Company manufactures and sells concentrate and beverage bases. Our authorized bottlers combine our concentrate or beverage bases as the case may be with sweetener (depending on the product), water or carbonated water to produce finished beverages. These finished beverages are packaged in authorized containers bearing our trademarks -- such as cans, refillable glass bottles, non-refillable PET bottles and tetra packs -- and are then sold to wholesalers or retailers. In India, additionally, the Company also sells certain powdered beverage mixes such as Vitingo and Fanta Fun Taste. Our beverages reach our ultimate consumers through our customers: the grocers, small retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that are the final points of distribution in the Coca-Cola system. What truly defines the Coca-Cola system, and indeed what makes it unique among businesses, is our ability to create value for our customers and consumers. In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce
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our portfolio of beverages. These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India. The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. Today, our brands are the leading brands in most beverage segments. The Coca-Cola Companys brands in India include Coca-Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, and Minute Maid Nimbu Fresh, Minute Maid Mango and Nestea Iced tea, the Georgia Gold range of teas and coffees and Vitingo (a beverage fortified with micronutrients). In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages. These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India.

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HISTORY

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HISTORY
The Coca-Cola Company has invested nearly USD 1.1 billion in its operations in India since its re-entry back into India in 1992. The Coca-Cola system in India directly employs over 25,000 people including those on contract. The system has created indirect employment for more than 1,50,000 people in related industries through its vast procurement, supply and distribution system. We strive to ensure that our work environment is safe and inclusive and that there are plentiful opportunities for our people in India and across the world. The beverage industry is a major driver of economic growth. A National Council of Applied Economic Research (NCAER) study on the carbonated soft-drink industry indicates that this industry has an output multiplier effect of 2.1. This means that if one unit of output of beverage is increased, the direct and indirect effect on the economy will be twice of that. In terms of employment, the NCAER study notes that an extra production of 1000 cases generates an extra employment of 410 man days. As a Company, our products are an integral part of the micro economy particularly in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the largest domestic buyers of certain agricultural products. As an industry which has strong backward and forward linkages, our operations catalysis growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. Our operations also lead to incremental growth for enterprises engaged in post-production activities like merchandising, marketing and sales. In addition, we share best practices and technological advancements with our suppliers, vendors and allied industries which often lead to improvement in the overall standards of quality across industries. The Coca-Cola Company has always placed high value on good citizenship. Our basic proposition entails that our Companys business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. We leverage our unique strengths to actively support and respond to local needs -- be it the need for education, health, water or nutrition. We have used our distribution network for disaster relief, our marketing prowess to raise awareness on issues such as PET recycling, and our presence in communities to improve access to education and potable water. The Coca-Cola India Foundation is now taking forward in the community at large, projects and programs of social relevance to carry forward the message of inclusive growth and development. For more details on activities of the Coca-Cola India Foundation, please visit the website of the Coca-Cola India Foundation
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 Product

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 Product Mix
A product mix is a set of all the product lines and items that a particular seller offers for the sale. A companys product mix dimension provides the handles for defining the companys product strategies. The company can increase its business in three ways: It can add new product lines.

Its new product line builds on the companys reputation in its other lines. The company can lengthen its existing product line to become a more full line company.

Coca-Cola product like Coca-Cola, Fanta, Sprite, Fresca, Tab, Diet Coke, Fruitopia are provided in various quantity packs such s 300 ml, 500 ml, 1 liter, 1.5 liter and 2 liter. PRODUCT DECISION Figure show the important decisions in the development and marketing of marketing of individuals products and services. We will focus on design about product attributes brandings packaging .labeling and product support services.

Product attributes

Branding

Packaging

Labelling

Product attributesDeveloping a product or service involves defines the benefits that it will offer, these benefits are communicated and delivered by product attribute such as quality, features and decision.

Branding
Brand is a name term, sign, symbol, or design or a combination of their intended to identify the goods or services of one seller or a group of seller and to differentiate them from those of competitors. The various brands of Coca-Cola in India are the following:

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Brand Value (M$) in year 2011 Rank 1 2 3 4 5 Brand Apple Inc. Google IBM McDonald's Microsoft Value 153285 111498 100849 81016 78243 Industry Technology Software Software F&D&T Software

6
7 8 9 10 63

Coca-Cola
AT&T Marlboro China Mobile GE Pepsi

73752
69916 67522 57326 50318 12931

F&D&T
Telecom F&D&T Telecom Technology F&D&T

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 Product Of the Company

1. COCA-COLA:-

Slogan: -"OPEN HAPPINESS" COCA-COLA IS THE MOST POPULAR AND HIGHEST-SELLING SOFT DRINK IN HISTORY, AS WELL AS THE BEST-KNOWN PRODUCT IN THE WORLD. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it's now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when the government policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. 2. DIET COKE:-

Slogan:-Live it Light.
1982 - Diet Coke is introduced, becoming the largest-selling low-calorie soft drink in America.

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3. THUMS UP:-

Slogan: - AAL KUCH TUFANI KARTEY HAIN It is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

4. FANTA:-

Slogan:- Zyada Fanta Zyada Masti. The orange drink of Coca-Cola Company is seen as one of the favorite drink since 1940. It entered in India market in 1993. Over the years it has occupied a strong market place and is identified as FUN CATALYS.

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5. KINLEY WATER:-

Slogan:- Boond Boond Mein Vishwas Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be.Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity of our product. Because we believe that right to pure, safe drinking water is fundamental.

6. KINLEY SODA:-

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7. SPRITE:-

Slogan: - Rasta clear hain Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refresh hingtaste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

8. LIMCA:-

Slogan: - Pyass Badhao Born in 1971, Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined with the single minded proposition of the brand as the provider of "Freshess".

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9. MAAZA:-

Slogan:- Har Mausam Aam Maaza was launched in 1976. It is a drink which offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India and it currently dominates the fruit drink market 10. Minute Maid

The history of the Minute Maid brand goes As far back as 1945 when the Florida Food Corporation developed orange juice powder. They branded it Minute Maid, a name connoting the convenience and the ease of Preparation (In a minute). Minute Maid One of the world's largest juices and juice Drink brands

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11. Minute Maid Nimbu Fresh

Launched first in South of India in January 2010, Minute Maid Nimbu Fresh started refreshing the whole of India by April 2010. A lemon drink with no added preservative or colour, Minute Maid Nimbu Fresh offers a refreshing drinking experience as close to homemade Nimbu Paani as possible in a packaged format. Nostalgia in a bottle, Minute Maid Nimbu Fresh offers 'Ghar Ki Yaadon Ka Ras' (memories of home-made lemonade) in every sip.

12. Minute Maid Mango

Minute Maid Mango is new launched product by the Coca-Cola on December-2011

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 PACKAGING
Packaging means the activities of designing and producing the container or wrapper for a product. Traditionally packaging decisions where based primarily on cost and production factors, the primary function of the package was to contain and protect the product the product. In recent time, however humorous factors have made packaging an important marketing tool. These factors include all acting attention describing the product making the sales. Packaging involves designing and producing the container or wrapper for product. The package may include the products primary container a secondary package that is thrown away when the product is about to be used and shipping package necessary to store , information appearing the product labeling printed information appearing on or with the packaging is also part of packaging. Label ways rouge from toys attached from product the to complex graphic that identify the product or brand, such as the product the label weight also described several things about the product who made its contents how it is to be used. Packing refers to the activities of designing and producing the container or wrapper for a product. The package may include the products primary container. Coca-Cola products, almost all of them are available in bottles of200 ml, 250 ml, 300 ml, 600 ml pet jar, 1000ml, 1.25l. And 2l. Bottles as well as 300 ml cans. The company use cola lime for preparing Coca-Cola from Pune, getting raw-material (glass) from approved suppliers. The advantages of packaging are as follows: In strip packaging there is aluminum foil on both In facilitates branding and advertising of products. In serves as a silent salesman. It induces the buyers to make re order. It has got display value. It helps the seller to increase his sales and obtained higher prices than he could get from unpacked good. Printed literature containing Instruction to use the product can be easily passed on to the consumers by putting in the package. Packaging given the product a prestige an individually and identity which the goods sold in loose form do.
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the sides. Strip packing is done for

providing stability to those products which are having less productivity.

 Various size of packaging in malls

BRAND NAME TETRA PACK PET CAN FOUNTAIN

Coca-cola Fanta

Sprite

600 ml, 1.25l and 2l 350 ml, 600 ml, 1.25L and 2L 600 ml, 1.25L and 2.25L 600 ml, 1.25L and 2.25L 350 ml, 600 ml, 1.25L and 2.25L 500 ml, 1L.

300 ml 300 ml

Various sizes Various sizes Various sizes Various sizes Various sizes

300 ml

Limca

300 ml

Thums up

300 ml

Diet Coke Kinely Water Maaza Minute Maid Mango Minute Maid Orange Minute Maid Nnimbu fresh Minute Maid Apple Minute Maid Mixed Fruit Minute Maid Grape 200 ml. 200 ml. 1L 1L 1L 1L 1L

300 ml -

500 ml, 1.2L. 400 ml, 1L. 400 ml, 1L. 400 ml, 1L. 400 ml, 1L. 400 ml, 1L. 400 ml, 1 L.

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The below table shows the number of bottles in each case and brands available in different pack sizes. Pack Sizes No. of bottles per case 300 ml Can 24 Coke, Fanta, Limca, Thums up, Sprite and Diet Coke 400 ml 500 ml Pet 600 ml Pet 200 ml Tetra P 1 Ltr 1.2 ltr Pet 2.25 ltr Pet 24 24 24 24 12 OR 15 12 9 Minute Maid. Diet Coke, Kinley Soda and Kinley water Coke, Fanta, Limca, Thums up, Sprite and Maaza Maaza Kinley Water, Minute Maid Maaza, Coke, Fanta, Sprite, Limca, Thums up Coke, Fanta, Sprite, Limca, Thums up Brands

Labeling
Labels may range from simple tags attached to products to complex graphics that are part of

the package. Labeling is mainly done in order to promote the product through attractive graphic. In the Coca-Cola company, the labels are provided with bottles.

Quality
The better attributes of the product may be called the quality of the product. Quality means the

ability of the product to perform its functions, overall durability, precession, case of operation and repair and other valued attributes. Quality is one of the product which is more important in any product. Consumers purchase only those products which satisfy their needs and wants. Which quality result is 100 % and it was good quality than consumer easily purchased it. Consumers satisfaction is closely linked to quality. If any types of problems arises in quality of product then consumer move to another product.

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Coca Colas company also believed on quality. It always take care the quality. In the company of Coca Cola they have special category of research and development when its quality cheeked by the quality expert and after the quality checking it reach to the consumer because quality is the main function of any product. Coca Cola is a quality conscious product due to it taste is same all around the world. After the doubling process its quality capacity is major six months.

PRODUCT ADVANCEMENT In April 1985 the company proudly introduces the new taste of coke the first change in the secret formula since the product was created in 1886. The launch of coke with the new taste took place in the United States and Canada. While the initial response to the new taste confirmed the companys marketing research, many consumers told the company they also wanted o n option. The company listened and in July 1985 the original formula of coca-cola returned as Coca-Cola classic, in 1886, Coca-Cola became an still remains the top selling soft drink of the united states of America. It is a brand No.1.

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PRICE

Price is the amount of money customers have to pay to obtain the product. Instead they negotiate the price with each customer offering discount trade in allownness and credit terms to adjust for current competitive situation and to bring the price in the line with the buyers perception values. Price is important to stay in the competition every company. If price is very high then products sales will be reduced. If price is less then product sales will be increase. But at a less price company will be not able to get profit. So product price decide according to its competitors based price. Hence in past Coca-Cola & Pepsi had rivalry in pricing product but now both company has put price at same level. Pricing policy is important because it is directly affects the earning of the concern and therefore its successful functioning. Price is the amount of money customers have to pay to obtain the product. Coke launched the 200ml. bottle at Rs. 5/- in early 2003 which attracted the consumer. After doubling process its capacity is six month flat. The cola major had 28 new lines running in six months flat and even suppliers double capacity. Coke spent big money 100 million in 2003 and 70 million in 2004 to found the growth initiatives. The Rs. 5/- coke was often retailed at Rs. 6/and the price point was popular. That is concerned nearly 80 % of the market and 300ml. price was Rs. 10 /- . Then after the prices are almost doubled 200 m.l. bottle is available now at Rs. 9.

33

 PRICE OF THE COCA COLAS PRODUCT

Product 300ml Can Diet Coke Coca Cola Thums Up Sprite Limca Fanta Mazza MMPO MMNF MMM Kinley Water Soda 15 22 22 22 12 12 25 15 20 10 29 29 29 30 55 55 40 17 42 42 42 55 65 65 65 22 29 42 65 22 20 200 ml 400 ml 500 ml 600 ml 27 1 liter 1.2 Liter 42 2.25 liter 65

34

 PLACE
Distribution Channel
These channels transfer goods from producer to end users that are consumers. It over comes the major factor such as time placed and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many key functions. To the extent that the manufacturer performs these functions, its cost rises and its price becomes high. At the same time, when some at these functions are shifted to intermediaries the producer is lower, but the intermediaries must change more to cover the cost of their work in dividing the work of channel. Channel of distributors are also called trade channels the problems of selecting the most suitable channel of distribution for a product is complex. Channel is the combination and sequence of agencies through which one more of marketing follows and moves.

Distribution channels may be classified as non-integrated and integrated. At Coca-Cola Ltd., the distribution channel is as under:

Coca-Cola Company Ltd.

Agents

Stock

Semi Whole Sellers

Whole Sellers

Retailers

Consum ers

For the Malls distribution channel are as under:

Coca-Cola Company Ltd.

Direct Malls

Consumers

About 80% of all retail stores are independence accounting for two thirds of all retail sales. Other forms of ownership include.

Corporate Chain Voluntary Chain and Retailer Co-operative Franchise organization Merchandising Conglomerate
35

 LOCATIONAL ADVANTEGES

Company chooses this location because. Easily get facility of water supply Nearly big cities like Baroda,Ahmedabad To develop rural area like Kheda district and its villages Government of Gujarat favour to established Thus many factors combine together to give coca-cola location advantages and this has resulted its efficiency.

36

 Promotion
The Product Promotional is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The promotional mix includes the following tools Advertising Public relations Sales promotion Direct marketing Personal selling In evaluation of marketing promotion is not last element in Coca Cola. In promotion we include personnel selling, public relation, advertising etc., Coca Cola have highest marketing channels. When save the coast and time of the company. So promotion is important in Coca Cola. With the types of products that Coca Cola manufactures and markets, needs and therefore markets can be found almost anywhere in the world. Because these products are specially formulated and fulfil specific needs. Consumer develops a loyalty towards these brands and these very consumers promote these brands through world of month the same to their friends, Colleagues and relatives. Added to that is Coca Cola strong advertising and promotional activities and communication all of which together has ensured that pars enjoy a halting presence and fame all over its most country India. In simple word promotion means make popularity of products. It is one of the part of 4 P of marketing. Each and every company always tries to promotion its products in market. Thats why company tried to realize its product future in the mind of its customers company tried to make and image in customer mind.

Due to, all these factors company try to make selling more sometime company personally deal with trader. It applies its personal policy for increasing sales. Company deal to trader that if it sells he could get some special discount agter selling decide time limit. So, trader always tries to sell that product first. So, company tries to promote its products to using all these formulas or factors.
37

 Advertisement
Advertisement is important to introduce the product in the market. Advertisement is the channel of information for consumer advertising is long term channel which gives benefit in long time when product advertise is very attractive then it affect the consumer to purchase their product. Advertising makes purchasing easy for consumer. Advertisements prove that the particular brand will be better than other brand of same goods. Today without advertising products sale is very difficult TV Channels, Radios, Posters, News Papers, Bill Broads are the main way of advertising.

38

In India coke give advertising with help of super stars of films and player like Amir Khan, Hritik Roshan Aishwarya Rai, Salman Khan, Vivek Obroy , Rajwardhan Rathod, Sehwag, Gautam Gambhir, Imran khan etc. who are the best super stars of the bollywood and every person attract by them and they gives different messages in their adds about the products.

In the year 2005 Coke select in their add shooter Raj Vardhan who is shooter of India who win many medal in their shooting game and attract all Indians with their game and coke selected him in their add and he attract the cokes consumers also with their thoughts. For their new brand Vanil Coke company had choose Vivek Obroy ,Aishwarya Rai, Virendra Shwag, Amir Khan, Hritik Roshan and Raj Wardhan Rathod came with Coca Cola add. Coca Cola is also promotion partner of two IPL teams. Today Coca - Cola has become the latest company to use an umbrella advertising coma ping to support its portfolio of brand. After all how many consumers know that Coca Cola was 67.4 billion in a recent inter brand study owns the Fanta, Minute maid and miler brands in addition to the anonymous brown fizzy drink with its lemon lim and diet varmints.

Public relations
An earlier definition of public relations, by The first World Assembly of Public Relations Associations, held in Mexico City, in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counselling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."

39

 PR activity by Coca Cola India

Coca-Cola India and NDTV in association with their NGO partners, UN-Habitat, Charities Aid Foundation (CAF) and Sulabh International, today embarked upon a unique initiative - 'Support My School'. The campaign aims to develop healthy, active and happy schools in rural and semiurban towns. This movement aims to improve basic amenities in schools and subsequently generate monetary resources for over 100 schools across the country.

The campaign started with the Campaign Ambassador, Sachin Tendulkar unveiling the campaign logo along with Mr. Atul Singh, President & CEO, Coca-Cola India and South West Asia, and Dr. Prannoy Roy, Chairman, NDTV.
(www.indiaprwire/pressrelease/food/2011012475823.com

40

 Sales Promotion

Short term incentives to encourage the purchase or sale of a product or service. Here company tie-up with HYPERCITY for the promotion activity of the Minute Maid Mango. This is launched by the company on December-2011. Company Minute Maid Mango sells only on Modern trade and Key account. In HYPERCITY company arrange cart and starts activity of SPIN N WIN, Where company gives gift coupons to customer who purchase the Minute Maid Mango. In HYPERCITY if any customers purchase Minute Maid Mango Either 400ml Or 1 L then they has chance to play and they can win some rewards.

41

 Sales promotion Activity for Newly launch product Minute Maid Mango

42

 Consumer Promotion Tools

The main consumer promotion tools include sample, coupons, cash, refunds, price packs, premiums, advertising specialties, patronage rewards, point of purchase displays and demonstrations and contests, sweepstakes and games. Sample A small amount of a product offered to consumers for trail. Samples are offers of a trial amount of a product. Sampling is the most expensive way to introduce a new product. Coupon Certificate that gives buyers a saving when they purchase a specified product. Cash Refund Offer to refund part of the purchase price of a product to consumers who send a proof of purchase to the manufacturer. Price Pack Reduced price that Ps market by the product directly on the label or package. Premium Good offered either free or at low cost as an incentive to buy a product. Advertising Specialty Useful article imprinted with an advertisers name, given as a gift to consumers. Point of Purchase Promotion Display and demonstration that takes place at the point of purchase or sale.

Personal Selling:

Personal Selling involves business-to-business trade. In selling to business, sales people may not offer brides to purchasing agents or to others who can influence the sale. They may not obtain or use technical or trade secrets of competitors through bribers or industrial espionage. Finally, sales people must not disparage competitor or competing product by suggesting things that are not true.

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CHAPTER-5
THEORITICAL ASPECT OF Promotion OF MMM

44

 Promotion for minute maid mango

Minute Maid Mango is the product under the brand Minute Maid. It was launched by the CocaCola in December-2011.

Reason for launching:

To expand current beverage portfolio of the company. Company have no mango drink under the brand of minute maid. In Gujarat Mango flavoured is very popular To reach BOP consumers which are untapped in current portfolio (Bottom of pyramid consumer) Affordable Beverage :400 ml Rs @ 20 or1 L Rs @ 40

Product Promotion Specification Brand Pack Price Value Minute Maid 400 ml & 1 L 400ml-20 1 L -40 Formulation DOB Production Ready to serve 6 month Goblaj, Gujarat
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 Activity schedule:16th May to 15th June

th th

Working on SPIN N WIN activity & To know customer perception towards Minute Maid Mango

16 June to 15 July

Selling & Display arrangement for Minute Maid Mango

Discount for retailor in Reliance Market:Information MRP Price for Retailor Discount % 1 bottle (400ml) 20 18.40 20% 2 bottle or more 20 16 20%

Coupon for the customer

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 Selling & free gift coupons distribute data

SR NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

NAME vipul vadhiya Surendra Yadav Dixit Khamar Arvind Patel Prem Bandhani Rajesh Bhavshar Manisha Samir Pareshbhai indrajeet Govindbhai Pratik Patel Ajit Pandey Madhu Jain Viral Manoj Soni Rahul Ramesh Shivam Raghuvir Chirag Dilip Khunti Prerna Fenil Patel Jay Patel Ripal Shah Sonex Manish Gadhvi Manav Upadhyay

CONTACT NO 9016465028 7383435318 9978814780 9428998860 9725874950 9925549884 9925430605 9274334139 9824019173 9428084099 9033135315 9724442121 7359703634 9351429216 9173040790 9924094911 8460817461 9427482735 9712547136 8000166391 9825759549 9998067606 7208000970 9904422999 9624272708 9879537609 9099049717 9724943439 8511207640

Purchase Pack 400 ml 1 liter 400 ml 400 ml 400 ml 1 liter 400 ml 400 ml 400 ml 400 ml 400 ml 1 liter 400 ml 400 ml 1 liter 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 1 liter 400 ml 1 liter 400 ml 400 ml 1 liter

NO. Of Bottles 2 1 1 1 1 2 1 1 2 1 1 1 2 1 1 1 1 2 3 1 1 2 1 1 1 1 2 1

PRIZE 1 kg mango Try Again Try Again 2 RS Off Try Again 1 kg mango 1 Mango Try Again 400 Ml Try Again 1 Mango 400 ml Tetra Pack 400 Ml Try Again 2 RS Off 400 ml Try Again 400 Ml. 2 RS Off Try Again 1 kg mango Try Again 400 Ml 400 ml 2 RS Off Try Again 400 Ml 1 kg mango
47

30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62

Nareshbhai Hasmukhbhai ShirShirbhai Navadbhai Ramprakash Tivari Ramprakash Tivari Ramprakash Tivari Manishbhai Nishit Khatri Yogeshbhai Vardhan Patel Niraj DilipKumar Sajdev Navin Sarda Arpit Patel Samir Shrivastav Gautam Chandresh Panchal Manish Patel Mineshbhai Arpit Desai Manoj Shah Snehan Thakar Kamlesh Joshi Sampoorva Jain Nitin Oja Mohshin Rajesh Tejvani Prashant Rao Pinakin Mihir Kalpna Kalpna

9712628257 9898142433 8866948069 8460958951 9662298492 9662298492 9662298492 9825000033 9726980079 8141370279 9429756776 9099090355 9978526767 9825037377 9712939251 9879209704 9735073484 9825556061 9924788787 9909952242 7600027228 9428852486 9428413383 9727794844 9426611845 9898074803 9723454397 9327974906 9723575108 9925034263 8000814115 9879010724 9879010724

400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 1 liter 400 ml 1 liter 400 ml 400 ml 1 liter 400 ml 1 liter 400 ml 1 liter 400 ml 400 ml 1 liter 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 400 ml 1 liter 400 ml 400 ml 400 ml

1 1 1 1 1 2 2 1 1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 2 2 1 1 1 3 1 1 1

400 ml Try Again 2 RS Off Try Again 1 Mango 400 ml 1 kg mango 400 ml Try Again 400 ml 1 mango 2 RS Off 1 Mango 2 RS Off Try Again 2 RS Off 1 kg mango Try Again 1 kg mango 2 RS Off 1 Mango Try Again 2 RS Off Try Again 400 ml 1 kg mango 2 RS Off Try Again Try Again 1 kg mango Try Again 2 RS Off 2 RS Off

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 Promotion Activity
Coca-Cola launched new Minute Maid Mango. When any company launched new product then to increase the sells company may take some promotional steps. For Minute Maid Mango company did Tie up with HYPERCITY ,Ahmedabad For the promotion Company arranging display and start activity SPIN N WIN This is basically concern when any customer purchase Minute Maid Mango then they have chance to SPIN and they have chance to win, 1 Kg Mango 400 Ml MMM 1 Mango 1 Tetra Pack 2 Rs Off

How company can attract the customer

All modern trade increase their sells by various type of display are as under.

Types of display Category Management Displays

The more diverse the retail setting, the more important the role of category management. Category Management organizes products by groups to help consumers quickly locate products they are looking for. AMC works with their clients in various aspects of this significant retail area. Our experience ranges from developing comprehensive in-line modular displays encompassing a whole category of product to category identification signage programs and on-shelf management systems. AMC develops design solutions that seamlessly interface within the retailer's specific store dcor parameters.

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 Floor Displays
Floor Displays come in all shapes and sizes, produced in many types of materials for placement in a variety of retail settings. From temporary corrugated displays for one promotion to beverage racks enduring many seasons of heavy use, AMC responds with innovation to solve their clients merchandising needs.

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 Counter Displays
Front-end counter space is the most profitable area in retailing. AMC designs and manufactures displays that stimulate and increase impulse sales and expand counter merchandising space. Designs encompass a wide variety of features including gravity feed, tiered shelving and placement flexibility- counter, wall, refrigerated display case and more. AMC offers clients a wide range of materials including new eco - friendly compostable "plastic" substitutes and conventional materials such as metal, plastic, corrugated and wire allowing AMC to create a display that satisfies their clients visual merchandising needs. From displays used for one-time promotions to ones used for several years - AMC has the experience to consistently deliver superior merchandise selling displays

Front End Displays

Front-end counter space is the most profitable area in retailing. AMC designs and manufactures displays that stimulate and increase impulse sales and expand counter merchandising space.

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 Special display
There are special display arrange by the company. This display includes display on fruit and vegetable section, display with cart, give advertisement in Hypercity Pamphlet.

52

 Selling activity in reliance market:Reliance Market is the largest store of Gujarat. It includes B2B or B2C selling activity. This store sold product only for the retailor. Reliance market provide special member card to retailors. There are some conditions related to purchase those customers compulsory purchase more than 1000 rs. Reliance market monthly target is 30 croer. Price of Minute Maid Mango in reliance market

Information MRP Price for Retailor Discount %

1 bottle (400ml) 20 18.40 20%

2 bottle or more 20 16 20%

There are company gives special discount on the Minute Maid Mango to increase the sales and to make aware to the customers. There are different ways to sales the product Through Price Differentiation Reliance Market gives special discount in Minute Maid Mango than Maaza, Frooti, Slice, Differentiation by company name There are many customers, who dont know about the brand that Minute Maid is the brand of Coca-Cola if we are made aware them then they are ready to purchase. Differentiation in quantity Through arrangement of effective display Direct communicate with customer

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 Selling Data:DYA 15th may 16th may 17th may 18th may 19th may 20th may 21st may 22nd may 23rd may 24th may 25th may 26th may 27th may 28th may 29th may 30th may 31st may 1st June 2nd June 3rd June 4th June 5th June 6th June 7th June 8th June 9th June 10th June 11th June 12th June 13th June 14th June 15th June TOTAL Selling 400 ML (in peti) 10 18 15 12 14 12 10 13 20 10 12 12 10 12 18 17 16 10 15 14 13 12 12 13 14 15 16 22 14 9 10 383
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Questionnaire Analysis

55

 Analysis of the survey

Here I did one survey through observation and through questionnaire. I mainly focus on the brand awareness and in malls which display attracts the customer more. There are many customers, who dont know that Minute Maid is the brand of Coca-Cola. If we are made aware them then they are ready to purchase the product.

Q. Connect the product with their company name.

Chart Title
No 36%

Yes 64%

Interpretation:Here 36 people are able to find proper brand that Minute Maid is the brand of Coca-Cola. Company may take steps for the brand awareness.

Q. Why do you visit malls?

For status symbol 8% For Discount 10%

For Availability of product 23%

For Quality Product 59%

Interpretation: - Here we can say that in modern trade and new generation visit the malls only for the quality product and for one stop purchase means where customer can get all products in one place.
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Q. Which factor attracts you more to purchase cold-drinks from the malls?
Display Price Tag Poster Ad Audio Ad Print Ad by malls

17%

38% 14%

14% 17%

Interpretation:Here we can say that proper display arrangement increase the sales. Because the marketing term says that JO DIKHTA HAI WO BIKTA AHI. So company more focused on display arrangement.

Q. Which display attracts you more to purchase you cold-drinks in malls?

19%

Display on Entrance Display on fruit & vegetable section 52% Display on cold-drink section Display near cash counter

9%

20%

Interpretation:We can conclude that Entrance display attracts more to purchase the product. Because when customer enter in malls and any product reflect then they are directly purchase or they can think to purchase the product
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Q. in Minute Maid Product, Which Product you drink most?

29% 44%

Minute Maid Pulpy Orange Minute Maid Mango Minute Maid Apple Minute Maid Mixed Fruit

8% 11%

Minute Maid Nimbu Fresh

8%

Interpretation:Pulpy orange is the highest consumed by the customer because of pulp of orange. So we can say pulpy orange is cash cow product for the company.

Q. In Mango flavoured which Product you Prefer most?

Maaza Frooti Minute Maid Mango Slice Real

12% 33% 23%

6% 26%

Interpretation:- Here we can say that most of customer drink maaza as amngo drink. Here we can show that the maaza is most consumed product because of quality, in maaza there are 19.5% mango pulps added by the company and tagline is Har Mausam Aam
58

Q. Have you tasted the Minute Maid Mango?

39% Yes No 61%

Interpretation:Here we can say that 61 customer are tasted Minute Maid Mango. They all want to try new product.

Q. Do you like the taste of Minute maid Mango?

Strongly Like Like Neutral Dislike Strongly Dislike

6% 12% 35%

23%

24%

Interpretation:Here we can say that customers are not accepting the taste. Here 35 people dont like the taste and only 6 people like the taste. Company can change quality.
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CHAPTER-6 RESEARCH FINDINGS

60

 Research findings
The observation was that Coca Cola has tough competition from Pepsi. It seems that in past few Years Coca Cola has become more aggressive & there launching new product but also getting very aggressive in Promotion. In the city like Ahmedabad were consumers are mostly Purchase from the malls so company have better option for increase market of juicy product. Whenever there is any occasion where the consumer wants to buy soft drink the first name comes in his mind is Thums up & when there is female she would opt for Coca Cola or Maaza. Company is also keen on launching Non-Carbonated beverages.

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CHAPTER-7 SUGGESTIONS & RECOMMENDATION

62

 SUGGESTIONS
During This marketing Research I have got all these suggestion for the Coca Cola. Taking the above analysis into consideration, the following points can be regarded for further marketing of the product Coca-Cola launched new product under the brand Minute Maid Mango but it is only given into key account they have provide to every distributor. Company should made strategy for the better communication. Most of the customer didnt know that Minute Maid is the brand of Coca-Cola so company should give advertisement.
Retailors and customer wants to made better quality of Minute Maid Mango

63

CHAPTER-8 CONCLUSIONS

64

 Conclusions
Soft drink industry is growing day by day. Its most of sales comes in summers but still number of sales in other sessions is also growing. After thorough study, we come to the conclusion that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. But for growth of Coke there is need of continuous good economic condition of the nation. The more increase in peoples disposable income coke will benefit.

Despite of being in news due to much rough reason coke is more involve in PR activity. The Coca-Cola Company has always believed that education is a powerful force in improving the quality of life and creating opportunity for people and their families around the world.

Coca-Cola has always had a close consumer and supplier relationship with its customers. Its entertaining and colourful advertisements have always and will always rock the media. Indian rock stars, sportsmen, and actors have played a very vital role in making Coca-Cola such a popular beverage.

65

 BIBLIOGRAPHY
BOOK:
(Philiph K. Kevin K. Mittleshwar J. Abraham K.), (Year of Publication 2009), (Marketing Management), (13 t h Edition), (Pearson Publication India Ltd.) (H.R.Ramanath) (2010) (Research Methodology & Operations Research) (1 s t Edition) (Himalaya Publishing House)

Web sites:

www.cocacolaindia.com www.scribd.com www.cocacola.com

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Annexure
NAME_____________________ CONTACT NO:-_______________________ 1) Connect the product with their company name. Product Name Name Maaza Slice Frooti Tropicana Minute Maid Appy Good Life Nimbooz Real Ex: Dlite 2) Have you visited any mall? Company

Yes No

3) Why do you visit malls?

For Quality Product For Availability of product For Discount For the Branded Product For Ambience and Convenience For status symbol Other________________________

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4) Do you purchase cold-drinks from the mall?

Yes No
5) Which factor attracts you more to purchase cold-drinks from the malls?

Display Price Tag Poster Ad Audio Ad Print Ad by malls Any Other________________

6) What factor affects you more when you purchase cold-drinks from the malls?

Price Availability Size Quality Quantity Any Other ______________________

7) Which display attracts you more to purchase you cold-drinks in malls?

Display on Entrance Display on fruit & vegetable section Display on cold-drink section Display near cash counter
8) In Juicy product which Brand you drink?

Maaza Slice Minute Maid Frooti Appy Nimbooz Real

9) Have you heard the brand name Minute Maid?

Yes No
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10) In Minute Maid Product, Which Product you drink most? (Give the rank 1 for most and 5 for least)

Minute Maid Pulpy Orange Minute Maid Mango Minute Maid Apple Minute Maid Mixed Fruit Minute Maid Nimbu Fresh
11) In Mango flavoured which Product you Prefer most?

Maaza Frooti Minute Maid Mango Slice Real

12) Have you heard the name of Minute Maid Mango?

Yes No
13) If yes than, from where did you come to know?

Add on T.V Word of mouth Banners Hoardings Market display By the representative Other_______________________
14) Have you tasted the Minute Maid Mango?

Yes No
15) Do you like the taste of Minute maid Mango?

Strongly Like Like Neutral Dislike Strongly Dislike

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16) How do you frequently purchase M.M.M?

Daily Twice in a Week Thrice in a week Weekly Other_____________________

17) Any Suggestion for the Minute Maid Mango? ________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ____________________________________________

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