sushil deo pandey, fin + mkt

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SUMMER INTERNSHIP

PROJECT REPORT

ON

Study of Consumer Preference Towards Cold Drink atBeverage Pvt. Ltd.

´

´ With special reference to:

´ HINDUSTAN BEVERAGES PVT.LTD

´

´ PRESENTED BY

´ Sushil Deo Pandey

´ (Session:- 2009-2011)

´

´

´



ABOUT THE

COMP ANY

´ Dr. John Stith Pemberton for the first time produced the syrup forCoca-Cola on May 8, 1886. Coca-Cola originated as a sodafountain beverage in 1886 selling 5 cents for a glass. Earlygrowth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world famousbrand it is today.

´ The Coca-Cola offers more than 400 brands in over 200countries. From Inca Kola, a soft drink found in North & SouthAmerica and Samurai, an energy drink available in Asia, to Vita,an African juice drink and Bon Aqua, a water found in 4continents. The Coca-Cola Company is dedicated to not onlyproducing quality products, but satisfying the thirst foropportunity, education and economic development across theGlobe. Our product variety spans the Glob

´



COMP ANY PRODUCTS



MARKETING STRATEGY

´ RED

´7-Step call Model-´ Outside signage

´ To greed the customer ´ Warm Display

´ Inside Signage

´ Cooler purity &merchandising

´ Order taking and range selling ´ Giving thanks.

´



CHANNEL CLUSTER

1. GROSS ARY OUTLETS, 2. E&D TYPE.1&2, 3. CONVENIENCE



OBJECTIVE OF THE STUDY

´

´ 1. To find out the dealers awareness of COKE as a brand

´ 2. To find out which PRODUCT LINE consumers prefer and why.

´ 3. To find out the customer·s perception of COKE as a brand.

´ 4. To trace the gap between the dealers perception and the customersperception.

´ 5. To find out ways to increase the market share of COCA-COLA in theBEVERAGES business.

´ 6. To identify the regions where COCA-COLA needs to improve to gain ahigher market share.

´ 7. To identify the factors of customer decision making and purchasebehavior

´

8. To assess the organizations perceived position in the service marketplace

´ 9. To assess the organizations market perception as compared to thecompetitor

´ 10. To gain a better understanding of the overall structure of themarket place

´ 11. To analyze the quality of coke product with its competitor.

´ 12. To promote the coke product in territory.



RESE ARCH METHODOLOGY´ Research design:

´ Research Design:- Descriptive Research

´ Sample Size:- Retailers (500)

´ Sampling Plan:- Area Sampling

´ Data Source:

´

´ Primary data source ² Questionnaire, Observations and formal

´

´ InteractionWith coke employee

´

´ Secondary data source ² From magazines andWebsites.

´ Data Acquisition Tool:

´

´ Informal Tool:- Observations and Informal talks´ Formal Tool:- Structured Schedule

´ Data Analysis:

´ Various tables, graphs, pie charts and statistical tools used to analyze the data.

´

´

´



SCOPE AND LIMIT ATION

The Scope of study was catered both country and up -

country market i.e. Varanasi city and some rural area.Following are the limitation which was aroused during theresearch.

´ 1. Lack of time

´ 2. Error may arises due to selection of the sample

´ 3. Bias in the reporting of data´ 4. Diversity of population

´ 5. Substitution of sampling units for convenience

´ 6. Faulty demarcation of sampling universe

´ 7. I had lack of knowledge about the product of the localmarket

´

´ The above stated are the major limitations involved inthe study

´



FINDINGS

´ PRICING PROBLEMS:

´

´

´ 1.Lack of Proper Information about Schemes to the Retailers:

´

´

´ 2. More Schemes to Big Retailers In Comparison To The SmallerOnes:

´

´ 3. Pricing Difference Caused Due To Infiltration:´

´ .

´ 4. Running Of Old Stock Of Rs. 5 Tetra Pack Of Maaza:

´



RECOMMEND ATION

´ For higher market share of Coca Cola, the company has to lookfor the weaker operational area of the Pepsi i.e.(FLANK STRATEGY SHOULD BE ADOPTED)

´ Since there is very less opportunity for urban outlets because of its saturation, company has to look for the rural markets.

´ New avenues for the company are Hotels, restaurant, clubs, andconference & they should also look for the sponsorship of theevents.

´ Customer Executive of Pepsi has got some power to manipulatescheme. This should also be given to the Sales executive of CocaCola also.

´ The offers, schemes and other promotional activities should bediscussed with the MD·s and the salesman and should bemotivated to tell it to the retailers so that schemes should beproperly utilized by the retailers and the consumers.

´ Auto with the rack should be provided to the Salesman because it

will take less time to deliver the product and will able to makemore calls on its route.



CONCLUSION

´ There are some important conclusions about brand preferences:

´

´ Coca - Cola brand is most famous among retailers and consumers atVaranasi.

´

´ Under Coca - Cola Thums Up is most famous brand which is recognizedfor its strong taste.

´

´ There are also a large no. of unbranded customers, who are totallyretailer oriented.We should try to convert them into coke brandedcustomers by good supply to retailers.

´

´ According to survey 28 % retail outlets were captured by Coca - Colaonly where as only 12 % was captured by Pepsi. This is a majoradvantage to us.We can increase this no. by converting mix outlets intoour monopoly outlets by giving them some extra benefits.

´

´ ThundaMatlab Coca - Cola is the most famous add.



.

THANK YOU

sushil deo pandey, fin + mkt

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