Escolar Documentos
Profissional Documentos
Cultura Documentos
PROJECT WORK
Submitted by:
TARANNAM I. HAZARIKA
ENROLMENT NO. – 100049661
JANUARY 2010 SESSION
Under the guidance of
Ms. VIDHI
ACKNOWLEDGEMENT
A word of thanks…………….
Before I get into the thick of the things I would like to add a few heartful words for the
people who gave unending support right from the stage the idea of the research was
conceived. I express my deep sense of gratitude & sincere thanks to those who have helped
me in developing this research work. It is impossible to put out or classify the assistance; it is
the feeling that matters, & not the value.
First of all I would like to express my sincere gratitude to my beloved Supervisor Ms. VIDHI
for giving me an opportunity to do this research & extend her kind co-operation.
Deepest appreciation & thanks go to my respective family for their patience & understanding,
friends & classmates for their insights comments throughout the research.
Above all it is the grace & blessings of God Almighty, which made this, Endeavour a
success.
EXECUTIVE SUMMARY
Soft Drinks were common preference among all the individuals, irrespective of their age
groups as it had great brand value and great advertisement.
Consumer Research is based on some underlying parameters like:
• Changing consumption pattern
• Changing income levels
• Advertisements
• Taste
• Status consciousness
• Varying lifestyle
The study starts with determining the major players in the soft drinks, their overall
consumption pattern among the people and ends up with the conclusion as per the state of
mind of the average rational human being.
Consumer preferences are changing towards healthier food, and thus such a trend will carry
on for some time to come. In the soft drinks market of late, most recent new products
launched have been focused on the health benefits of the soft drinks, like pomegranate juices,
calcium-fortified bottled water and a series of reduced-sugar alternatives, with such features
not previously so readily available to or heavily promoted at the target audience.
TABLE OF CONTENTS
2) RESEARCH METHODOLOGY
2.1) Purpose of the study
2.2) Objectives of the study
2.3) Scope of the study
2.4) Research Design
2.5) Sampling Technique used
2.6) Selection of Sample Size
2.7) Sources of Data collection
2.8) Statistical Tools Used
3) DATA ANALYSIS AND FINDINGS
( AREA OF STUDY )
4) SUGGESTIONS
6) CONCLUSION
7) ANNEXURE
7.1) Questionnaire
8) BIBLIOGRAPHY
INTRODUCTION
INDUSTRIAL PROFILE
The soft-drink industry comprises companies that manufacture non-alcoholic beverages and
carbonated mineral waters or concentrates and syrups for the manufacture of carbonated
beverages. Naturally occurring bubbling or sparkling mineral waters have been popular for
thousands of years: the ancient Greeks believed that such waters had medicinal properties and
bathed in them regularly; the Romans established resorts around mineral springs throughout
Europe. In the 1500s the village of Spa in Belgium became famous for its waters, which by
the early 1600s were sold, in bottles, as far away as London, England.
The principle of "pushing" carbon dioxide is still used, but now the water is first purified in a
process known as "polishing." Cooled carbon dioxide is then injected at pressures of 275-550
kilopascals. Some of the early drinks bottled in Canada were called Birch Beer, Ginger Beer,
Sarsaparilla, Sour Lemon, None-Such Soda Water and Cream Soda. The first carbonated
beverage or "pop" bottles were sealed with corks held tightly in place with a wire binding.
Because they had to be stored neck down so that the cork would not dry and allow the
carbonation to leak away, they were manufactured with rounded bottoms. By the mid-1800s,
soft drinks sold in Canada were packaged in 8-ounce (227.2 ml) round-bottom bottles for
about 25 cents a dozen, except ginger beer, which was sold in draught form from wooden
kegs. Wired cork closures were used until about 1884 with Codd's Patented Globe Stoppers
(25 types in all). Such closures were replaced by the Hutcheson Spring Stopper. The crown
cap was introduced around 1905 and improved versions are still widely used, although they
are gradually being replaced, especially on larger containers, with reclosable screw caps.
Other packaging innovations since the mid-1960s include canned carbonated beverages,
nonreturnable glass bottles and containers made from rigid plastics. However, an effort is
being made, often through provincial legislation, to increase the use of returnable glass
containers.
In the industry's early years the number of carbonated-beverage plants increased steadily,
most serving small regional markets. In 1929 the industry was made up of 345 production
plants and the value of shipments reached $12.3 million. By 1960 the number of plants had
increased to 502 and the value of sales to $172.7 million. Subsequently, consolidation began,
prompted by improved production, packaging and distribution facilities. By 1973, 337 plants
were in production and the value of shipments was $484 million. In 1985, with sales of about
$1.8 billion, the industry had 187 plants in production: Newfoundland had 3; PEI, 1; Nova
Scotia, 7; New Brunswick, 8; Québec, 66; Ontario, 58; Manitoba, 7; Saskatchewan, 10;
Alberta, 13; and BC, 14. Production volume has also increased dramatically: in 1939, soft-
drink bottlers produced about 162 million litres of carbonated beverages; by 1967, production
passed 758 million litres; in 1986, shipments were estimated at over 2.1 billion litres; and in
1998 that figure rose to 3.5 billion litres.
The industry is regulated by both federal and provincial agencies, 3 of the most important
being CONSUMER AND CORPORATE AFFAIRS (responsible for the Consumer
Packaging and Labelling Act), HEALTH CANADA (which administers the Food and Drugs
Act) and Environment Canada (which focuses on environmental matters). The industry is
represented by the Canadian Soft Drink Association in Toronto and by several provincial
associations.
The introduction of diet carbonated beverages has changed the industry's profile. Several
years ago, in response to increasing consumer diet consciousness, the industry introduced the
first successful sugar-free diet drinks using the artificial sweetener cyclamate. But questions
were raised about the safety of this additive and, based on existing scientific data, Health
Canada banned its use in Canadian commercial FOODS AND BEVERAGES. This decision,
estimated to have cost the industry more than $15 million, was a setback to diet-drink
development. The industry turned to saccharin, but this too was eventually banned. Now, a
new sugar-free additive, aspartame, has been approved for use in diet soft drinks, and the
cyclamate/saccharin situation is not expected to recur because aspartame consists of amino
acids, which occur naturally. Aspartame-sweetened diet drinks have had a dramatic effect on
the Canadian carbonated-beverage industry. Just before the saccharin ban in 1977, diet drinks
accounted for about 10% of the soft-drink market; following the ban the diet share dropped to
about 2%, consisting of beverages partially sweetened with small amounts of sugar. In 1982,
the first full year that aspartame was used in Canada, diet drinks increased by 15.2% of total
soft-drink sales, while the total soft-drink industry grew 8%. In 1987 total soft-drink sales
increased 5.3% over 1986, while diet soft-drink sales increased by 10.7%. This single
development has encouraged strong growth in the industry.
MAJOR PLAYERS IN SOFT DRINKS SEGMENT
COCA COLA
FANTA
GHOONTH BHAR SHARARAT KAR LEY!!!
Fanta entered the Indian market in year 1996 under the coca cola brand. Over the years,
Fanta has occupied a strong market place and is identified as “the fun catalyst”. Fanta stands
for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also
helps free spirit thus encouraging one to indulge in the moment.
LIMCA
“ LIME AND LEMONI!!!
Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has
been the original thirst choice, of millions of consumers for over three decades.
The brand has been displaying healthy volume growing year on year and limca continues to
be leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person.
THUMS UP
TASTE THE THUNDER!!!
World wide sprite ranked as no.4 soft drink and is sold in more than 190 countries. In India,
sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft
drinks, leading clear lime category.
Today sprite is perceived as a youth icon. With strong appeal to youth sprite has stood for a
straight forward and honest attitude. Its clear crisp hingtaste encourages today’s youth to trust
their instincts, influence them to be true who they are and to obey their thirst.
MAAZA
TAAZA MANGO, MAAZA MANGO!!!
Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza
currently dominates the fruit drink category. Over the years, maaza has become synonymous
with mango.
“Taaza Mango, Maaza mango” .Consumers regard maaza as wholesome, natural, fun loving
drink real experience of fruit.
The campaign builds on the existing equity of the brand and delivers a relevant emotional
benefit to the moms rightly captured in tagline, “yaari dosti, and taaza maaza”.
PEPSI
YEH HAI YOUNGISTAAN, MERI JAAN!!!
“YEH DIL MAANGE MORE” Pepsi cola is a carbonated beverage that is produced and
manufactured by Pepsi co. It is sold in stores, restaurants and from vending machines. The
drink was first made in the 1890’s in North Carolina.
The brand was trademarked on June 16, 1903.There have been many Pepsi variants produced
over the years.
• Diet Pepsi
• Crystal Pepsi
• Pepsi twist
• Pepsi max
• Pepsi samba
• Pepsi blue
• Pepsi gold
• Pepsi holiday spice
• Pepsi jazz
• Pepsi x(available in Finland & brazil)
• Pepsi next(available in Japan & south Korea)
STUDY OF GROWTH OF SOFT DRINK MARKET
SOFT DRINKS
Carbonated drinks are dominated by artificial flavors based on cola, orange and lime with
Pepsi and coca-cola dominating the market. The entire part of the drink is based on its
artificial flavors and sweetening agents as no natural juice is used.
MARKET
• Cola products account for nearly 61-62% of the total soft drinks market.
• Two global majors’ Pepsi and coke dominate the soft drink market.
• NCAER survey says 91% of soft drink in the country is consumed in the lower, lower
middle and upper middle class people.
• The market is worth around Rs.5000 crores with growth rate of around 10-15%.
• The annual per capita consumption in India is only about 6 bottles vis-a-vis 340
bottles in the U.S.
• The production as soft drinks has increased from 5670 million bottles in 1998-99 to
6230 million bottles in 1999-2000 industry source.
• Growth market this year is expected to be 10-15% in value terms and 20-22% in
volume terms.
However, the market for carbonated drinks is stagnating and not growing as expected.
MAJOR ISSUES
Coca-Cola's bid in September 2008 prompted an outcry by nationalists who urged the
government to bar foreigners from acquiring one of China's most successful homegrown
brands. Rival juice producers warned that the acquisition would give Coca-Cola too dominant
a position in China's beverage market. A Coca-Cola spokesman in Hong Kong learned of the
rejection of the sale had no immediate comment. Huiyuan's founders and major shareholders
already had endorsed the sale.
If Coke were to take over Huiyuan, it will dominate the soft drinks market in China, which
not only hurts consumers, but also other sector participants. Huiyuan controls more than a
tenth of the Chinese fruit and vegetable juice market that grew 15% last year to $2 billion.
Coca-Cola has a 9.7% share and dominates in diluted juices.
The creative thought behind the new communication was to further enhance the Slice
experience into dimensions of pleasure, sensuality and indulgence. In 2008, commercial was
about enumerating the principles of 'Aamsutra' or the art of experiencing pure mango
pleasure with the new Slice. Since year 2009, the commercial portrays the next level to bring
alive the mango indulgence, stated Hari Krishnan, Vice President, JWT.
The company has now opted for a 360 multimedia campaigns involving digital, print, radio,
impact outdoors and sampling in core markets.
On the occasion of LMN's launch, Nadia Chauhan, joint managing director and CMO, Parle
Agro, said, "Nimbu pani has traditionally been India's most commonly consumed cold
beverage. In fact the idea of a branded lemon drink is so simple that you would wonder why
nobody thought of it earlier. The challenge for us was packaging a natural product while
retaining its fresh, original taste throughout its shelf life."
LMN will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET packs priced at Rs 5,
Rs 10 and Rs 23 respectively. The company aims to touch a turnover of Rs 3000-3500 crore
by 2011.
The company will target both (youth and adult) segments of consumers to turn them into
branded consumers of nimbu pani. Besides this LMN will also target an emerging segment of
consumers who are looking for a healthy and refreshing beverage in the country. "For the last
20 years, Parle Agro has been the market leader in fruit based beverages, we have constantly
worked keeping in mind Indian preferences while formulating products that cater to the
Indian palate. It is without any doubt that only an Indian company can understand what real
nimbu pani tastes like and what the Indian consumer wants in a packaged offering," Chauhan
added.
Further, the company claims that packaged nimbu pani will have tremendous growth
potential, higher than other packaged drinks mainly because of a major shift in consumer
behavior. Today, the beverage consumer is looking for hygiene, convenience, refreshing
taste, affordability and year-round availability. The name LMN is derived from the SMS
version of the word lemon. Parle Agro also owns other fruit drink brands like Frooti, Appy
Fizz and packaged drinking water, Bailey.
PepsiCo India has launched its packaged nimbu paani, Nimbooz, under its 7Up brand. The
home-made nimbu paani or lime juice has been specially created to suit Indian tastes.
The lemon juice, no fizz and artificial flavours, is available in trendy, convenient packs.
The drink offers great value to consumers in three packaging formats of 200 ml returnable
glass bottles (RGB), 350 ml PET and 200 ml Tetra.
According to Ms. Punita Lal, Executive Director- Marketing, PepsiCo India, Nimbooz, is
specially developed to suit Indian tastes and preferences.
"As per consumer research, we have found that after orange, apple is the most preferred fruit
in the country and Fanta Apple has been developed specially for the Indian palate," Kini said.
According to experts, the nationwide launch of Fanta Apple is a part of the company's $250
million business plan for the country.
Fanta Apple is the second flavour after Fanta Orange under "Fanta" brand of the company.
"We have had an excellent response down south with a reused value to the drink and with the
national launch of Fanta Apple, we are stepping stones to extend Coca Cola India's market
leadership in the fruit-flavoured sparkling drink segment," Kini added. The company has also
announced Bollywood actress Genelia D'Souza as the new brand ambassador of the Fanta
brand.
According to reports, the current expected Indian soft drink market is about Rs 6,000 crore, in
which the company shares about 50% market with its various brands like Coke, 7 Up, Fanta,
Sprite and Thums Up.
HEALTH ISSUES CAUSED BY SOFT DRINKS
1) CERTAIN SOFT DRINKS AND CANCER MAY BE RELATED
Francisco Contraries, M.D. of the Contraries Cancer Clinic in Kiajuana, Mexico said,
"Cancer is like a plant cell; it can't live in an oxygen-rich environment. cola drinks make our
bodies poor in oxygen. cancer is the second cause of death in America. The average
American is consuming 800 Or more soft drinks annually. Be more responsible for your own
life; doctors have no responsibility for another's health."
The Commissioner also noted that studies to date support the wisdom passed down from
generation to generation that caffeine is not for pregnant women or children. "We hope some
day to have better scientific assessments," Goyan said, "but for now adhering to the guidance
of our parents seems to be the most prudent course."
The bottles are safe for one-time use only; if you must keep them longer, it should be or no
more than a few days, a week max, and keep them away from heat as well. Repeated washing
and rinsing can cause the plastic to break down and the carcinogens (cancer- causing
chemical agents)can leach into the water that YOU are drinking. Better to invest in water
bottles that are really meant for multiple uses. This is not something we should be scrimping
on. Those of you with family - please advise them, especially for their children's sake."
RESEARCH
METHODOLOGY
PURPOSE OF THE STUDY
The main aim of this research study is to analyze the preference of people (of different age
groups) on consumption patterns of Soft Drinks and Consumer Awareness regarding the
hazards of soft drinks.
• This study is confined to The Rohini district of The N.C.T. (National Capital
Territory) of Delhi covering areas of Radius of 2 Kms.
• Seasonal drinks are not considered in the study.
• We are considering only canned and bottled drinks.
• We are not considering water & alcoholic drinks.
RESEARCH DESIGN
1) EXPLORATORY RESEARCH
2) CONCLUSIVE RESEARCH
Exploratory research is one type of research design, which has its primary
objective the provision of insights into, and comprehension of, the problem situation
confronting the researcher.
Conclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.
1. Primary data
2. Secondary data
1) PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the people
were randomly being requested to fill them.
2) SECONDARY DATA:
Secondary data will consist of different literatures like books which are published, articles,
internet and websites.
In order to reach relevant conclusion, research work needed to be designed in a proper way.
STATISTICAL TOOLS USED
The main statistical tools used for the collection and analyses of data in this project are:
• Questionnaire
• Pie Charts
• Bar Diagrams
(AREA OF STUDY)
DATA ANALYSIS
YES NO
83% 17%
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 83% of the respondents like soft drinks.
b) 17% of the respondents don’t like soft drinks.
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 6% of the respondents consume Soft Drinks daily.
b) 25% of the respondents consume Soft Drinks 2-6 times.
c) 11% of the respondents consume Soft Drinks more than 4 times.
d) 58% of the respondents consume Soft Drinks once in a week.
3) In what occasions, do you often consume the soft drinks?
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 38% of the respondents consume Soft Drinks when they feel thirsty.
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 08% of the respondents consume soft drinks because of its price.
ANALYSIS:
ANALYSIS:
YES NO
31% 69%
ANALYSIS:
ANALYSIS:
ANALYSIS:
Yes No No comment
65% 15% 20%
ANALYSIS:
a) 65% of the respondents think that too much consumption would cause health
problem.
b) 15% of the respondents think that soft drink consumption will not cause any
health problem.
c) 20% of the respondents didn’t have any opinion on this.
11) Have these drinks caused any health problems for you?
Yes No
19 81
• ANALYSIS:
• 81% of the respondents didn’t have any health problem after having soft drinks.
• 19% of the respondents did have some health problem after the consumption of soft
drinks.
12) Are you aware that you are priced more than 10 times than of the real price of the drink?
Yes No
50% 50%
ANALYSIS:
Only 50% of the respondents know that they are priced 10 times more than of real
price of the soft drinks.
13) Considering the TV ad. Which soft drink ad. do you like more?
Coca cola Pepsi Mirinda Thums up Maaza Others
13% 23% 20% 29% 5% 10%
ANALYSIS:
14) After seeing the ad did you like to switch on to that one?
Yes No
38% 62%
ANALYSIS:
a) 62% of the respondents didn’t switch to other soft drink after seeing the ad .
b) 38% of the respondents did switch to other soft drink after seeing the ad .
15) After the plachimada and pesticide incident have you reduced consuming soft drinks?
Yes No
49% 51%
ANALYSIS:
16) Do you think the superstars should stop promoting unhealthy soft drinks?
Yes No No comments
46% 23% 31%
ANALYSIS:
a) 46% of the respondents feel that superstars should stop promoting unhealthy
soft drinks.
b) 23% of the respondents don’t have any problem.
c) 31% of the respondents don’t have any comment.
17) What all changes do you want the producers to make in it to promote sales?
Quality Price Advertisement More flavours Others
43% 33% 14% 10% 0%
ANALYSIS:
18) In your opinion, which all deceases could the pesticides in the soft drinks cause?
Tooth Pregnancy
Cancer Paralysation decaying issues Don’t know
25% 13% 26% 11% 25%
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 25% of the respondents think that cancer is caused by the pesticides in soft
drinks
b) 13% of the respondents think that paralysation is caused
c) 26% of the respondents think that tooth decaying is caused by the pesticides in
the soft drinks.
d) 11% of the respondents think that pregnancy related problems are caused.
e) 25% of the respondents don’t know what decease is caused by the pesticides in
the soft drinks.
ANALYSIS:
20) What are the things that govt. need to do, to stop the unhealthy practices carried down by
soft drink companies?
Increase standards Frequent quality check Control on Advertisement
30% 59% 11%
ANALYSIS:
a) 30% of the respondents feel that government should increase the standards.
b.) 59% of the respondents feel that there should be frequent quality check.
c) 11% of the respondents feel that there should be control on advertisement.
ANALYSIS:
a) 64% of the respondents prefer the usage of plastic bottles of soft drinks.
b) 36% of the respondents do not prefer the after use of plastic bottles of soft drinks.
SUGGESTIONS
SUGGESTIONS
In the survey conducted, it was suggested by most of the
respondent that govt. should have frequent quality check in
order to promote sales and to attain consumer satisfaction.
From the survey more than half of the respondent suggested that
they prefer use of plastic bottles instead of other.
Time was the major constrain. Only limited sample size (100) was
schedule.
Due to the changing life style and preferences, it was not necessary
that they will consume same soft drink every time.
There was a chance that respondent will make assumptions while
filling the questionnaire.
CONCLUSION
CONCLUSION
Following are the concluding points taken into consideration after the conduct
of the research study:
An important finding that emerged out of the survey was that 83% of
would cause health problems but very few of them caused health problem
before.
Most of the respondents like Miranda since they like orange flavor.
pesticide incidents.
Most of them concluded saying that the govt. should do frequent quality
QUESTIONNAIRE
PERSONAL DETAILS
Name - …………………………………….
Age - 15-25 25-35 35-50
Gender
- Male Female
Occupation - Student Housewife Business Service
Other
1) Do you like soft drinks?
Yes No
10) Do you think taking too much soft drink would cause health problems?
Yes No No comment
11) Have these drinks caused any health problem for you before?
Yes No
12) Are you aware that you are being priced more than 10 times than of the real price of
the soft drink?
Yes No
13) Considering the TV ads. which soft drink ad do you like more?
Cocacola Pepsi Mirinda Thumsup Maaza
Others specify…………………..
14) After seeing the ad did you like to switch on to that one?
Yes No
15) After the Plachimada and pesticide incidents have you reduced consuming soft
drinks?
Yes No
16) Do you think the superstars should stop promoting unhealthy soft drinks?
Yes No No comment
17) What all changes do you want the manufacturer to make in it to promote sale?
Quality Price Advertisement More Flovour
Others (specify)……………………….
18) In your opinion which all desesases could the pesticides in the soft drinks cause?
Cancer Paralisation Tooth decaying Pregnancy issues
Don’t know Others (specify) …………………………
19) Soft drinks such as colas contain significant quantities of
Caffeine Nicotine Tannin Rennin Don’t
know
20) What are the things that govt. needs to do, to stop the unhealthy practices carried
down by the soft drink companies?
Increase standards Frequent quality checks Control on
advertisements
21) Do you prefer the after usage of plastic bottles of soft drinks?
Yes No
BIBLIOGRAPHY
BIBLIOGRAPHY
• http://en.wikipedia.org/wiki/Beverage
• www.foodindustryindia.com
• http://fnbnews.com/article/detarchive.asp?articleid=25105§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=24983§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=24965§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=24849§ionid=3
• http://fnbnews.com/article/detarchive.asp?articleid=25039§ionid=3
• http://www.foodindustryindia.com/newfood/detailnews.jsp?n=Xtazy,%20another
%20energy%20drink%20for%20the%20Indian%20market&id=598
• http://fnbnews.com/redfr.asp?fn=/other/aboutus.asp&title=About
%20Us#Food&beverage
• www.ncdrc.nic.in
• www.google.com