documenthh

ARESEARCH REPORT

ON“MARKET SURVEY OF COCA-COLA & A COMPARISON

BETWEEN MOUNTAIN DEW AND SPRITE”

In the partial fulfillment of MASTER OF BUSINESS ADMINISTRATION (MBA-4th SEM)

(2008-2010)

D.J.COLLEGE OF ENGINEERING & TECHNOLOGYNiwari road , Modinagar

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http://www.coca-colaindia.com/brands/brands_coca_cola.ht

http://www.coca-colaindia.com/brands/brands_sprite.ht

DECLARATION

I, Ashwini Kumar Singh, Satya Prakash tiwari, Sujit Kumar Gupta, Naveen

Kumar students of MBA (IV Sem), hereby declare that the project entitled

“MARKET SURVEY OF COCA-COLA & A COMPARISON BETWEEN

MOUNTAIN DEW AND SPRITE” submitted for the requirement of degree

of Master of Business Administration is an authentic work.

To the best of my knowledge, this content of this research report does not form

a basis for the award of any previous degree to anyone else.

Ashwini kr. SinghSatya Prakash tiwari

Sujit Kr. GuptaNaveen KumarMBA (IV Sem)

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ACKNOWLEDGEMENT

Any accomplishment require the effort of many people and this work is no

different with due respect I express my indebtedness to the management of

COCA COLA INDIA HOLDING PVT. LTD. It has been a Thrilling

experience in preparing this project, my first assignment, but this report will

never have seen the light of day without the support of numerous people who

rightly Guided are in my endeavor.

I am highly obliged to my project guide Mr. Anjan Kumar who rendered

invariable suggestions on the subject. His continued guidance and timely

support was instrumental in accomplishing this task.

At last but not least, I would like to thank my parents and friends, who

encouraged me a lot and without their assistance and affection this project

would not have been completed..

Ashwini kr. Singh (Roll No.-0822670008)

Satya Prakash tiwari (Roll No.-0822670034)

Sujit Kr. Gupta (Roll No.-0822670039)

Naveen Kumar (Roll No.-0822670019)

MBA (IV Sem)

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INDEX

S.No LIST OF CONTENTS

1 ACKNOWLEDGEMENT

2 PREFACE

3 EXECUTIVE SUMMARY

4 INTRODUCTION

5 OBJECTIVE

6 SOFT DRINK: AN INTRODUCTION

7 SOFT DRINK MARKET IN INDIA

8 HISTORY OF COCA-COLA

9 COCA-COLA IN INDIA

10 PRODUCTION PROCESS

11 QUALITY

12 CURRENT STATUS OF COCA-COLA VIA-A-VIS ITS BOTTLERS.

13 4P’S POLICIES OF THE COCA-COLA PRODUCTS

14 PACKAGING

15 PRODUCT PROFILE

16 CATOGERIZATION OF INDIAN SOFT DRINKS

17 ADVERTISEMENTS AND PUNCH LINE OF COCA-COLA

18 MARKETING STRATEGIES

19 RESEARCH METHODOLOGY

20 FINDING AND ANALYSIS

21 LIMITATIONS

22 SWOT ANALYSIS

23 CONCLUSIONS

24 RECOMMENDATIONS

25 BIBLIOGRAPHY

26 ANNEXURE

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PREFACE

All around the world soft drink have been unanimously accepted as a thirst

quencher India a late entrant to the track had grown to a market of Rs 2,000

cores by value in every short span. Indian population, which is rainbow of

various cultures in a varying climate, offers a golden opportunity to a Hobble

player to tetchy the vast existing potential market so as to exploit if being

handed with great care.

To grab the CSD’s market share all the companies are doing continues

innovation on every front of marketing mix ranging from product place, price,

promotion and packaging. continues the process of innovations had revolution

CSD market .As a result of rich today soft drink are available in various colors

like (white ,orange, brown ,yellow) various sizes(300ml, 500ml, 1.000liter, 1.5

liter).various package (like glass, packed bottle, fountain caps various flavor

(orange, cola ,lemon, mange etc.)

The process of innovation becomes very expensive due to different

liking. So every organization before even a small change prefers to study

thoroughly its acceptance level by a people of specific location or all over.

“There is a real buzz around coca-cola world wide, so I consider my self lucky

that aim in India.”

Coke, set foot in India with a turnover of $ 16 billion. Their total investment in

India was Rs. 250 core. Coco cola is all set to pump $ 800 to further strengthen

its position as market leader in massive India soft drink market. This amount

would be invested over a period of 6-7 years.

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Coke is mainly a franchisee driven operation with Co. supplying its soft drinks

concentration, that secret position its bottles around the world.

Cole is thinking big and wants to be selling 1 billion cases (1 case=24

bottles) in 10 years. How high this target is can be gauged from the fact that his

is the figure that the entire industry is expected to achieve by the year 2005.

Coke commands approximately 62 franchise’s massing more than rupees

150 cores of investment in India.

Coca-cola was invented by pharmacist john stitch Palmerton’s in 1886

AD frank M Robinsons it coca-cola .Coca cola first bottling plant was opened

in Chattanooga.

The company broadened its horizons when Robert Woodruff acquired the

company for $25 million in 1919, he began by upgrading bottling operations,

brought in innovations like a six bottle carry home carton and then upped

advertising support Coca cola’s thousand cases accompanied us Olympic team

in 1928.By the 1950 colas was daily consumption item in 1960’s company

introduced fanta, orange flavored drink. The company brought minute maid

corp. .Which in 1967 was combined with demeans foods to pave the way for

coca for cola foods in 1961 sprite a lemon or lime drink was launched in the US

in 1975 Georgia canned coffee in Japan and 1982 cherry coke new cherry

flavored cola was launched .In 1991 coke split up its $ 200 million Rs. 700 cr.

Ad account between Mr. Can Erickson and creative artist agency.

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In 1991 the company invaded new markets. One was ready to drink iced

tea. Which it entered via joint venture with nestle (brand Nestea) another was

for sport

Drink it launched power add to attacks Gatorade from Quarter Oats.

Today worldwide webs of local bottles supplying coke over two million-

retail outlets constitute the company’s backbone. The US accounts 30% of the

companies business with more than 194 other countries making up the bilk

coca-cola foods is chiefly into juices under the label minute maid and HI-C , it

has just entered non-carbonated tropical fruit teas with Fruitopia. The company

has tried its hand at root bear with rambling and Barq’s. In 1993 re-entered

India after 17 years by striking $ 40 million deal with parley. Exports and its

aiming to raise the country’s pathetically low per capita consumption ( 0.6 liters

a year comparison with US 83.5 liters).Making a successful $ 3.6 million bit for

being the official drink for the wills cup cricket.

Coke the market leader in India soft drink market is facing the Pepsi’s challenge

through innovations in the market place so in the wake of market station coke is

in the process of launching fountain coke. The project was pre launch market

exercise for fountain coke to take advantages of opportunities present in the

market and to minimize threats, and to understand, monitor and adopts to the

changing environment to take an edge over other competitor’s Agra sales and

marketing services(p) Ltd had chosen Agra for this project for the market

analysis. Survey of retailers and consumers was done and stratified sampling

and convenience sampling was adopted.

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ADVERTISMENT AGENCY

In the year 1991, coca-cola went for more for creative advertisement and

split the $ 200 million Ad account between Mr. Cann Erickson and creative

artist agency (CAA) presently howler. Chaitra Leo Burnett handles the Coke’s

account.

[ Indian scenario : Managing the Ad account earlier with a very creative desire

tingle , Mc cann Erickson managed to bring out the Coca-cola Ad watchers with

an Ann us Indies” description for the year 1988 –the year that the Atlanta brand

started moving on the thesis that In the once thunderstruck and then choice

arm’s reach. Or getting walls to look red but also getting the brand’s message

right through the cortex onto the mind the young India mind.]

COCA-COLA INDIA (CCI)

Coca-cola Co. entered India in the early 1950’s as the Coca-Cola India (CCI) .It

had set up four bottling plants at Bombay. Calcutta, Kanpur and Delhi .By the

of end 1971 Coca-Cola had captured 45% of the market share in India but

following certain disputes over the shareholdings structure and import permits

as per the FFRA regulations the company was required to close operations in

India business 5th May, 1978 yet strangely the company’s operations came to an

end in July 77 the company reentered India in 1993 after the liberalization turn

with Mr. Donald W.short.

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GUIDING PRINCIPLES OF COCA-COLA INDIA

We will conduct ourselves and business activates with the highest

standard of honestly integrity, and professionalism.

We will recognize the positive contributions that we makes individual

and team member to produce our business success.

We will encourage a learning environment where the people can

constantly grow develop and contribute.

We will strive for excellence and seek continue improvement in

everything we do.

We will respect all the stakeholders, including employees and suppliers

and install them with a passion to deliver the highest quality good and

services.

We will foster infinitive and creativity by empowering individuals to

attain well define objectives.

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INTRODUCTION

The history of soft drinks began with the end of the last century. Its history

dates back to civil war in use in 1860. At that time people were suffering

from many diseased.

Problem at that time was to cure all these diseased since no remedy was present

at that time. It was a big question for American people. So in 1885 Mr. Jinn

Palmerton, who lived in Antonia, made a drink and registered, is as FRENCH

WINE COLA. In the beginning the drink was made with mixture of cocaine and

alcohol but later on it was converted and changed into a soft drink. Now it is

named as Pepsi-cola and coca-cola.

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OBJECTIVE OF STUDY

Every work or study has certain objective, objective provides inside to be more

familiar to the project. It is trait of the human blood that in the absence of well

defined objective. No works can bring out tangible results.

In research study or project work objective may be more than one. The main

objective of this project “a market share & current status of coca cola in

North Delhi ” the objective can be divided:-

1) To find which brand of coke is more popular at consumer level.

1) To find out which quantity is more preferred at consumer level.

2) To find out the impact of advertisement for brand preference.

3) To find out the impact of scheme (i.e. under the crown) launched by the

company from time to time.

4) To find the average consumption of cold drinks in consumer level.

5) To find out the reason of buying brand at the consumer level.

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EXECUTIVE SUMMARY

A Comparative study of two popular brands Pepsi & coke was done for that

purpose a survey was brand preference, packaging & quality, affect of ad

and mountain dew VS sprite (a comparison) in north Delhi market. The

different parameters were:-

(1) Brand preferences

(2) Preference of packaging

(3) Scheme and facilities available

(4) Create Consumption

(5) Preference of quality

(6) Methodology

After taking Para meter into account , it is important to make an exploratory

study of the project and for that an enthusiastic survey was of retailers was

done.

DATA COLLECTION

First questionnaire was prepared to conduct a survey to consumer. The

questionnaire was prepared in a systematic manner consisting of closed as

well as open-ended questions.

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FINDING

After conducting a survey it was found that the as far as it part is concern

coke is leading over Pepsi. The area covered shows following indications for

it.

1. Thumps Up was found to have more consumer than the Pepsi & Coke.

2. More schemes are offered by coke as compared with Pepsi.

3. The percentage of M.dew and sprite in north deli.

Mountain dew 60%

Sprite 40%

The History of soft drinks began with the end of the last century. Its

history dates back to the civil war in USE in 1860.At that time people

were suffering from many diseased.

Problem at that time was to cure all these diseased since no remedy

was present at that time. It was a big question for American

people .So in 1885 Mr. Jinn Palmerton, who lived in Antonia , made a

drink and registered is as FRENCH WINE COLA. In the beginning

the drink was made with mixture of cocaine and alcohol but later on it

was converted and changed into a soft drink. Now it is named as coca-

cola .A new brand named Pepsi Cola came in the year 1887.

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INDUSTRY STRUCTURE:-

There are three major participants in the production –carbonated soft drink.

They are concerted producers for examples roughly one- half if Pepsi –

cola’s sale are through Company owned bottles. The remaining volume is

sold through Franchise bottles line of soft drinks in a define territory. And

mot allowed to market to market a directly competitive major brand.

The principle retail channel for channels for carbonate for carbonate soft

drink are supermarkets, convenience store, sending machines, fountain

service, and thousand of small outlets. Soft Drink is typically sold in glass

bottles and in plastic and cans except for fountain service. In fountain service

syrup is sold to a retail outlet, which mixes the syrup with carbonated water

for immediate sales.

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INDIAN HISTORY OF SOFT DRINK

Around 1984 the first branded soft drink came in the Indian market. This soft

drink was named as gold spot. Before Coca-Cola entered the country to

dominant the scene in 1950’s .parley exports Pvt. Ltd was the first Indian

company to introduce a lemon soft drink, this drink was known as Limca and

it was introduce in 1970’s. However, before this they had introduced cola

piping, which was withdrawn in face of tough competition from coca-cola.

In the year 1977 coca-cola left Indian market and this brought in an

opportunity for various Indian companies to show their caliber, at this time a

new soft drink was introduced by parley product and this was named thrums

up.

This was Coca-cola drink, which had a burnt sugar color. This drink was

introduced with a mighty “happy days are here again”. As if happy days went

away with coca-cola .There was another company named pure drinks, which

introduced the soft drink named campa-cola along with orange and lemon

flavors.

Just after this many more companies entered the Indian soft drink market. A

soft drink named double-7 had been introduced by a company modern baker.

Another company, Mohan meckins also came with a softy drink named marry

& puck up. McDowell came with thrill, rush and sprit.

Previously there was no competition in the Indian soft drink market but with

all these companies coming in the Indian market a huge competition was a

place with high voltage advertisement. But in the year 1988 Pepsi was given

permission to sell its soft drinks in the Indian market by the government of

India .Coca-cola also co history of soft drink come back 1993.

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INDIAN COLA SCENARIO

The Indian C.S.D market is estimated at Rs.3000 cores approx by value 65% of

this purely cola market while the drinks account for the remaining part. Which

includes Lime, orange and soda India swigging a carbonated beverage is still

considered a treat, virtually a luxury.

Indian C.S.D market has enormous growth potential because of its

population and changing economic the Indian market in 1989 while Coke

launched products in 1993.

World wide, Beverage business is bright red Coke’s life, its only business

deep blue Pepsi’s is broad based food and Beverages Company, driving more

than 60% of its sales. And opening profits from its snakes and restaurants

business.

Both Coca-cola India and Pepsi foods have hit upon same strategy create

awareness by increasing noise label, reduce price to induce trials and liter

increase prices once consumer trials have begun.

Coke is mainly a franchisee driven operation with the company supplying

its soft drink concentric (that secret potion) to its bottlers around the world

(Franchisee operated\owned bottling operation or FOBO).

Pepsi has taken the capital incentive root of owing and running its own

bottling factories (Company operated bottling operation or COBO) along side

those of its franchisee.

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Coca-cola was born eleven years before pepsi in (1887) and a century later still

maintains that pioneering lead.

COKE:-

Coke re entered India after 7 years in 1993 striking a $ 40 million (Rs 140

cores) deal with parley it got an instant access to the India soft drink market.

Coke is having a multigrain strategy and is looking for a great volume

opportunity in India. Coke is spending heavily on advertisement. And it sales

generating assets and singe and amazing to create brand loyal retailers

providing best facilities to them.

Coke is about to invest Rs 2400 cores for setting up to new subsidiaries in

India.

With its classic coke speak” Focus, cocas and steamroll ahead” Coke is

presently No 1 in India carbonated drinks market.

PEPSI:

India figures amongst the top three focus countries on Pepsi’s horizons,

sharing the honors with china and Russia.

In India Pepsi co has pumped in Rs 300 core and would be investing the

similar amount of money in near future.

In 1994 Pepsi bought over Duke in Bombay, Which was bought over

lock, stock and brands for 45 cores. COBI account is half of Pepsi total soft

drinks sales.

Pepsi has single mindedly focused on brand Pepsi and has become

virtually a one brand company.

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SOFT DRINK MARKET INDIAN SCENARIO

Indian soft drink industry is witnessing a boom time. Its growth rate is around

20% with such a high growth rate, volume could reach billion crates with 10

years .Three major multinational companies are fighting to grab a major chunk

of business from Indian markets. These three major multinational companies

are fighting to grab a major chunk of business from Indian markets. These three

coca-cola, Pepsi, Cadbury. All of these companies have seen an enormous

potential in this country .Consequently, by world standard India per capita

consumption of soft drinks is still very low. Therefore these soft drinks grants

feel that fire capita consumption can only grow up. Soft drinks industries has

already seen and estimated sale of around 240 million crates higher than last

year’s sale of 204 million in 1998. The main reason for such a high growth rate

heightened competition between Coca-cola and Pepsi, Cadbury, being a new

entrant is for behind.

India us actually more vivid in taste and preference than any other

country market. Delhi jar instance, accounts for about 20% of total soft

consumption in terms of sales.

There are about 4, 80,000 soft drinks retailers in India and their numbers

are increasing day by day. This actually means that there is just one soft drink

retailer on a population of 37,600, which is far below the international standard.

Where as Philippines has one soft drink retail counter over a population of 150

people i.e. 4, 00,000 outlets on population of 60 million.

2020

A (BRIEF) HISTORY OF COCA-COLA

Coca-Cola was invented in May, 1886, by Dr. John S. Pemberton in

Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's

Bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing

Script that is famous today. Coca-Cola was first sold at a soda fountain in

Jacob's Pharmacy in Atlanta by Willis Venable. During its first year, sales of

Coca-Cola averaged six drinks a day -- adding up to total sales for that year of

$50. Since the year's expenses were just over $70, Dr. Pemberton took a loss

Today, Coca-Cola products are consumed at the rate of more than 834 million

Drinks per day.

Coca-Cola is the most popular and biggest-selling soft drink in history, as well

as the best-known product in the world. Created in Atlanta, Georgia by Dr. John

S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing

Coca-Cola syrup with carbonated water.

Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was

being sold in every state and territory in the United States. In 1899, the

company began franchised bottling operations in the United States.

Coca-Cola in virtually every part of the world. The Coca-Cola Company has

nearly 400 beverages in its portfolio.

Today the white on red flow of coca-cola is familiar sights in more than 195

countries .The syrup combines that have capture a 46 percent slice of global soft

drink market. The company Estimates that the drink is served 685 times a day,

2121

if all the coke ever produced were filled in standard bottles and placed and to

and it would warp around the equator 21,161 times.

The story of coca-cola is the story of a drink and its charm with the consumer.

The story of the ecstasy and agony the drink has caused to those dedicated to its

growth.pemberton was first. Through a shop called Jacob’s pharmacy, he

managed to sell and average nine drinks per day to begin with volumes as sales

grew G Candler were second. Atlanta druggist, Candler brought Coca-Cola was

for $2,300 in 1891.The year after along with your companions he formed the

Coca-Cola Co. The initial stock $ 100,000 coca cola was registered as the US

patent office in 1839 and began selling at soda fountains for five scents a glass

as sort of their peptic Refreshment in 1894 it got into bottles ,courtesy a candy

merchant from Mississippi .five years later, the drink was being bottle on a

regular basis under a region wise franchise system, and it had its big

competitor ,pepsi cols coca cola’s first bottling plant in Chattanooga,

Tennessee, followed by another in Atlanta in 1900.The unique taste of coca-

cola was astounding success. Over the next two decades, the company adopted a

six and half –ounce, pale green contour bottle designed by the root glass Co. of

Terre Haute, Indiana today, it’s an intrinsic part of the brand.

2222

COMPANY PROFILE

The company broadened its horizons when Robert woodruff. The son of a

banker who had acquired the company for $ 25 million in 1919.

Assumed charge in 1923 .He began by upgrading bottling operations, bought in

innovations like a six-bottle carry home carton, and upped advertising

support .It was under woodruff that the brand, known affectionately as coke by

now, associates itself with the sports. A thousand cases of Coca-Cola

accompanied the US Olympic team to the 1928 summer Olympic in

Amsterdam. By the Second World War the company ensured that every

American soldier had access to five-cone Coca-Cola bottle. As the US forces

proceeded to liberate continental Europe from Nazi menace, coca Cola

entrenched it self both at Horne and overseas as a symbol of American success.

Since then, coke seems to have accompanied America to the top of the world’s

economic and political order.

Woodruff initiated the company’s commitment 5 the organized global

expansion building 64 overseas-bottling plants during the war. By the 1950’s

colas was a daily consumption item, stored in household’s fridges, which

persuaded coca-cola to bring out the drink in bottles of big size.

As the time went by the company brought out some new aerated drink.

The first one, Fanta, appeared on shelves in 1960 .Its birth was an accident. The

company’s Germans arms, in an attempt to produce Coca-Cola with out some

key ingredients, turned out an orange flavored drink instead. Its on growth

2323

welcomed it. While Fanta was being rolled out, the company bought there way

for Coca-cola food.

Several beverage followed the most notable being sprite a lemon lime

developed in the late 1951’s and formally launched in the US in 1961 .TAB a

one calorie cola 1963and frescos , low calorie citrus drink in 1966 .By the

decade and coca-cola drinks were selling in aluminum cans too.

In 1975 , the company launched Georgia canned coffee in Japan, Back in

the US, it dabbled in the wins market between 1977 and 1983 only non-cola

products headed for the big time.

In 1982 the company launched what is now considered among the

world’s successful brand extensions – Diet Coke. The idea was to retain the

loyalty of the health conscious drinker who loved the taste but hated the

calories. After this, it came out with caffeine free versions of its main drinks.

Yet

In the US the company kept losing ground to Pepsi. In 1985, it pioneered a new

cheery – flavored colon cherry coke this year is netter remembered for new

coke, a launched was aimed at tackling its archival.

Coke’s marketing team was convinced that pepsi charm with them out lay in its

sweeter taste. Considering that coke had grater brand equity, it seemed fair to

assume that reformulated, sweeter cola would smash Pepsi challenge. Coca-

Cola invited over 1.9 lacks statistically selected Americans for blind taste to

make a comparative analysis of the new formula Visa the original .The new one

got an overwhelming response.

With out a second through the company replaced coke with new coke.

How are when placed on shelves, it did not budget. On wide spread protest.

Classic coke had been recalled.

2424

New coke (or Coke II) has been recorded as marketing blunder of epic

proportions. The company did not realize that coke’s value had transcended

the physical attribute of taste. The brand through of tampering with coke hurt

the consumer’s feelings. The good news that the massive show of support for

coke helped the brand reverse its market share loosed to Pepsi—a reasons why

some observes say that entire thing was actually just a poly to whip up a real

thing mania.

A truly domed experiment was Break Mate, a Coke-dispersive matching

launched in 1988 that was supposed to offer the drink at a lower per sup cost.

But the company miscalculated the cost of machine and Break Mate flopped.

In 1991 Coke decided to get more creative advertising. Part of the

objective was to over turn the common belief that pepsi was more imaginative

in its approach to the consumer. So coke split up its $ 200 million (Rs 700

cores) as accounts between Mc cann Erickson, which had been on it’s since

1955, and creative Artist Agency (CAA). Hollywood setup. While Mc can’s

campaigns concentrated on other the freshness or originality of the drink,

CAA’s were of beat instead of regular sultry images. it came up with a coke

living polar bear.

But Coca-Cola was getting jittery about the future. The share of cola in

the US soft drink market had fallen from peak of 633.6 percent in 1984 to 60.4

percent in 1991. To safeguard it self the company invaded several new markets.

One was the market ready to drink iced tea, which it entered via a joint venture

with Nestle (brand Nestea)in 1992 another was that for sport drinks, where it

launched power ,where it launched Power ad to attack Gatorades, from Quarter

Oats.

2525

In recant years, the company has fight a host of private label drinks across

the US the rise of which leads many to believe that the days of the great Brand

are numbered. Coke disputes such thinking saying that faceless entities, how are

cheap or taste cannot match the more than 194 other countries making up the

bulk.

The company has about hundred in its portfolio, but coke, Fantail and sprite

account for almost all its sales. In 1994, the real thing coke sold over billion

liters.

For the taste of it; Diet Coke, along with Coca Cola light, sold 8.5 liters,

which makes it the world’s third largest selling drink after regular Coke and

pepsi. In 1994 Fanta and sprite, the two non cola drinks, sold over 6.5 billion

liters each, while sprite is aimed at the independent youngest who doesn’t care

what other drink (the ad line; Obey your thirst) Fanta has adopted characters.

Which vary from region to region-to play on the fun theme?

Coca-cola foods is chiefly into juices under the Minute Maid and HI-C .It

has just entered as emerging category of non-carbonated tropical fruit teas with

Fruitopia .The company had tied its hand at root beer with rambling .It was a

disaster. Last year Coca-cola brought America S.no 2 root beer, Barq’s.

Shareholders are pleased with Coca-cola progress in the past decade

during which value of its entire tradable share grew than seven times.

In 1923, Cola-cola re entered India after a year exile, four year after Pepsi

made a début. Coke has struck a strange sic alliance with Thumps Up marketer

parley Exports abed is aiming to raise the country’s pathetically low per capita

consumption (0.6 liters a year, in comparison with the US 83.5 liters).

.

2626

VISION OF COCA-COLA

“Provide exceptional strategic leadership in the Coca-Cola India System

resulting in consumer and customer preference and loyalty through Coca-

Cola’s commitment to them, and in a highly profitable Coca-cola corporate

branded beverage system.”

MISSION OF THE COCA-COLA COMPANY

“The mission of the Coca-Cola Company is to increase the

shareowner’s value over time. The company accomplishes the mission

by customers through a worldwide system of superior brands and

services, thus increasing brand equity on a globe basis”.

Mission of the Coca-cola India

Create consumer products, products, services and communications customer’s

service and bottling system strategy process and tools in tools in order to create

competitive advantage and deliver superior value to ;-

o Consumers as a superior beverage experience

o Consumers as an opportunity to grow profits through the use of finished

drinks.

2727

o Bottlers as an opportunity to make reasonable to grow profits and volume

.

o TCCC as trademark enhancement and positive economic value added.

o India society in the form of a contribution to economic and social

development.

COCA-COLA IN INDIA

After a 16-year absence, Coca-Cola returned to India in 1993. The Company's

presence in India was cemented in November that year in a deal that gave

Coca-Cola ownership of the nation's top soft-drink brands and bottling network.

Coca-Cola India has made significant investments to build and continually

improve its business in India, including new production facilities, wastewater

treatment plants, distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested more than US$1

billion in India. As such Coca-Cola is one of the country’s top international

investors. In 2003, Coca-Cola India pledged to invest a further US$100 million

in its operations.

Coca-Cola business system directly employs approximately 6,000 local people

in India.

In India, we indirectly create employment for more than 125,000 people in

related industries through our vast procurement, supply and distribution system

Virtually all the goods and services required to produce and market Coca-Cola

locally are made in India.

The Coca-Cola system in India comprises 27 wholly-owned company-owned

bottling operations and another 17 franchisee-owned bottling operations

2828

A network of 29 contract-packers also manufactures a range of products for

the Company The complexity of the Indian market is reflected in the

distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that

can navigate the narrow alleyways of Indian cities, and trademarked tricycles

and pushcarts.

The Coca-Cola business system directly employs approximately 10,000 local

people in India. In addition, several independent studies have documented that,

by providing opportunities for local enterprises, the Coca-Cola business also

generates a significant employment “multiplier effect”. In India, we indirectly

create employment for more than 125,000 people in related industries through

our vast procurement, supply and distribution system.

2929

BIRTH OF A REGERESHING IDEA : COCA-COLA

John Smyth permberton a pharmacist had discover the Coca-Cola flavor

in the year 1886. “Caramel” colored syrup –the ingredient of the world’s

favorite drink.

THE TERM:COCA-COLA

FRANK m Robinson contributing to the history value of Palmerton

section named the Carmel colored syrup as Coca-Cola penning down those

letters in a style that was to become the highest valued trademark on earth.

The red on white flow is thus a familiar sight in more than 195 countries further

Robert Woodruff coined the term Coke.

[As estimated: The drink is served 685 million times a day. If all the Coke ever

produces were filled in standard bottles and placed and to, it would warp around

the Equator 21.161 times.]

3030

LANDMARKS ACHIEVED

1891 Atlanta druggist Mr. ASAG CANDLER acquires ownership of

coca-cola for $ 2300.

1893-94 Coca-cola registered at the US patent office.

1899 Bottled and sold by Mississippi merchants.

1900 Coca-cola bottling plant camp up in Chattanooga Tennessee and

Atlanta.

1919 Robert Woodruff acquired it.

1920 There came into existence around 1000 bottling plant.

1960 A new aerated drink Fanta appeared on the shelves of market.

1961 Lemon drink sprite was launched in U.S.A

1963 A-one calorie cola drink TAB was launched.

1966 A low calorie Citrus drink was launched.

1982 Coca-Cola Co. launched Diet Coke for health conscious drink.

1985 Launched with a new formula to coke preparation having sweeter

taste.

3131

1991 Coca-cola went for more creative advertisement 80 coke spitted up

its 200 million $ Rs 700 between Mecann Enckson & Creative

Artist Agency.

1992 Coke went into a joint venture with Nestle.

1993 On October Coca-Cola was returned in India with first bottling

operation located in Hathras near Agra.

1994 The real Thing Coke sold over 52 billion its Fanta & sprite would top

two non-cola drinks sold over 6.5 billion its each.

For fourth consecutive year, Coca-Cola ranked #1 in

BusinessWeek/Interbrand’s annual ranking of the world’s strongest brands,

“100 Best Global Brands.”

For fifth consecutive year, Coca-Cola achieved platinum status in Reader's

Digest Super Brands Survey of Asia's favorite soft drinks.

For the fifth year in a row, Coca-Cola named Most Valuable Global Brand

(Interbrand, 2003)

For the fifth year in a row, Coca-Cola voted a "Super brand" in the soft drink

category (2003 Thai and Asian Readers' Digest consumer survey)

Coca-Cola world's most valuable brand (Interbrand 2002)

Coca-Cola ranked as the strongest, best-known brand in the U.S.(2002)

Coca-Cola received Brand marketing magazine's 2001 Hall of Fame Award

Coca-Cola named favorite soft drink in Asia (2001 Super Brands survey)

3232

DIVERSITY

50 Best Companies for Minorities, Fortune (2004)

Corporation of the Year Award, Georgia Minority Supplier Development

Council (2004)

Top 50 Companies for Minorities, Diversity Inc. (2004)

The 2004 Diversity Achievement Corporate Award, District Two - American

Advertising Federation (2003/2004)

Top 50 Companies for Diversity, Diversity Inc. (2003/2004)

Top 25 Corporations Doing Business with Women Business Entrepreneurs,

Women's Business Enterprise Alliance (2003)

Corporate Commitment to Minority Business Entrepreneurs Award, Houston

Minority Business Council (2003)

Corporate Commitment Award, Native American Chamber of Commerce

(2003)

Corporate Commitment Award, Houston Minority Business Development

Council (2003)

The Crystal Award, Georgia Minority Supplier Development Council (2003)

America's Top Organization for Multicultural Business Opportunities, DIV

2000.com (2003)

Diversity Award, Asian Pacific American Heritage Month Celebration

Committee (2003)

Corporate Member of the Year, Asian American Chamber of Commerce (2003)

3333

A+ Award for Tutor Program, Atlanta Partners for Education (2002)

Top 50 Diversity Employers, The Black Collegian (2002)

50 Best Companies for Minorities, Fortune Magazine (2002)


Top-50 American Company for Multicultural Business Opportunities, Div2000

(2001)

Asia's Most Admired Companies, Asian Business Magazine (2000)


50 Best Companies for Latinas to Work in the United States, Latina Style

Magazine (2002)

(2001)

Top-50 American Company for Multicultural Business Opportunities, Div2000

(2001)

Asia's Most Admired Companies, Asian Business Magazine (2000)

Read more about our commitment to diversity

Some major awards:

Coca-Cola India received Gold Award at Promotion Marketing Awards of Asia

(PMAA) for "best use of interactive media" with www.myenjoyzone.com

Coca-Cola Great Britain's "Just For The Taste Of It" Diet Coke promotion voted

most catchy advertising jingle of all time (The Guardian)

Coca-Cola light print advertising campaign in Italy received Top Brand

Advertising 2003 Award (Daily Media and Media forum)

3434

Fanta received a Television Commercial Gold Medal for the third consecutive

year at 43rd All Japan Radio & Television Commercial Confederation Festival

Coca-Cola Light Lemon received Press Campaign of the Year Award at

Singapore Advertising Hall of Fame Awards 2003

Coca-Cola India won two Gold Lions at the Cannes Lions International

Advertising Festival for Thanda Matlab Coca-Cola cross-media campaign

Coca-Cola Spain named 2002 Advertiser of the Year by the Spanish

Association of Advertising Agencies (AEAP)

Coca-Cola India awarded "The Advertiser of the Year" and "Campaign of the

Year" for "Thanda Matlab Coca-Cola" campaign (Advertising Agencies

Association of India)

Gold Trophy in the Beverage Category for the Fanta "Flying Can" television

commercial (Ninth China Advertising Festival, 2002)

Coca-Cola India recognized by Rajiv Gandhi Foundation (RGF) for

participation in motorized three-wheeler scheme for the disabled

Hindustan Coca-Cola Beverages in India honored as "best private company" in

the state by Government of Tamil Nadu for providing employment

opportunities to physically challenged people

Hindustan Coca-Cola Beverages Dasna plant in India received Golden Peacock

Environment Management Award 2004

3535

The Coca-Cola Company ranked most respected food/beverage company of

2003 (Financial Times)

The Coca-Cola Company named "Most Admired" company by South African

consumers (Sunday Times survey)

Coca-Cola Amatil received AA rating in social responsibility (RepuTex index,

2003)

International Standardization Organization (ISO) 14001 certificate to Coca-Cola

Bottling Indonesia for environmental protection programs at its plants

Coca-Cola India received a water conservation and pollution control award

from Andhra Pradesh Government on World Environment Day (June 2003)

Golden Peacock Award for Global Excellence in Corporate Governance, by the

World Council for Corporate Governance (India, 2002)

Golden Peacock Award from the World Environment Foundation for effective

environmental management at the Hindustan Coca-Cola plant at Ameenpur

Village, near Hyderabad, India Number Six ranking in Far Eastern Economic

Review's 2001 list of Asia's leading companies.

3636

PRODUCTION PROCESS

The production process of Coca-Cola essentially consists of four stages.

They are:

1. Water treatment

2. Syrup preparation

3. Bottle washing

4. Filling and capping

The first three above –mentioned stages are decoupled from one through

inventory and they processed alone three independent parallel lines. The stages

can be seen as an assembly stage.

1. WATER TEATMENT

At this stage hard water is dematerialized to soft water for the soft drink base.

The process of reverse osmosis does the conversion of hard water of soft water.

2. SYRUP PREPARATION

Preparation of syrup is done in 2 stages. Initially the rose syrup is prepared at 80

degree Celsius and then the syrup is cooled to 25 degree Celsius, Which

becomes ready to be mixed .The mixing of the ready syrup is done in the

mixing unit.

3. BOTTLE WASHING

3737

At this stage the used bottles are washed and cleaned. Feed conveyer to the

bottle washing machine transports the dirty bottles where the bottles are

primarily washed as 50 degree Celsius and the secondary.

Washing is done at 75 degree Celsius. The washed bottles are then inspected in

the inspection unit for disparity with quality standards.

4. FILLING AMD CAPPING

As mentioned earlier, this can be seen as an assembly stage. The premixed

syrup is carbonated and filled in the processed bottles, which are then capped

and Transported to the final inspection section .From there the bottles are

transported to the Go down.

3838

QUALITY

COCA-COLA considers the consistent high quality of our beverages to be one

of our business’ primary assets. In India, as in each country where we produce

our beverages, the Coca-Cola system adheres not only to national laws on food

processing and labeling, but also to our own strict standards for exceptional

quality. In everything we do, from the selection of ingredients to the production

of our beverages and their delivery to the marketplace, we use our specialized

quality management system, The Coca-Cola Quality System, to ensure that we

are offering consumers only the highest quality products. We monitor our

success through our customer and consumer feedback and our in-trade

monitoring programmes, and this information enables us to continuously

improve our already demanding systems

28TH January 1997 saw the launch of QA 2000 in India as novel and

interesting conference at Leela Kempenski, Mumbai and Attended by over

150 delegates from bottling operation of the Coca-cola system in India.

The speaker put fourth the three quality principal of QA 2000, to ensure that

the Coca-cola company.

- Is the symbol of quality around the world?

- Delivers continued customer and consumer satisfaction.

- Operated as a responsible corporate citizen.

Peter Adam Director Technical, Coca-Cola India, unveiled the all new

equation “Q=”SMC “The explanation is:

3939

Quality= Satisfy more customer and sell more coca-cola sell more products.

How can improvement of qualities concentrate on target the consumer’s

preference? The consumer, while making a decision on whether or not but

coke product get influence by the product and the company image.

Product quality of course is the most important factor in the decision

process. Besides the product many other thing s projects the image like;-

- Packing

- Bottling

- Vehicles

- Outdoor advertisement

- Rout sales persons

- Merchandise activities

- People at desk

The above point should be understood very well in how they help in projection

of image and should be improved continuously.

CONSUMER HEALTH AND SAFTY IN MINDS:-

Coca-Cola India is committed to public health and safety. Quality framework

QA2000 incorporates the principles to operate as a responsible corporate citizen

of which public health is an integral part.

In recent years seeing that 80% of all soft drinks are consumed on premises that

Is on point of purchase rather that at home Pepsi invested Rs 60 cores in installing

4000 fountain contraption at retail stores countrywide.

Coke in comparison, has gone slow on fountain (a deliberate strategy, says its

exclusives), because there is quality issued that first has to be addressed regarding

4040

the water used on site. This only reaffirms the coke’s concern for consumer

health.

CURRENT STATUS OF COCA COLA VIS-À-VIS ITS BOTTLERS

Coca-Cola India will but out bottlers who do not want to be part of the bottle

joint venture .CEO of Coca-cola India, Mr. Alex Von Behr in his maiden

interview to the rests after taking over charge told that man who considers “

Business strategy “ and “ managing people through delegation and

improvement”.

REAL THING REAL FORMULA

ANCHOR BOTTLERS CONCEPT

Coca-cola has eight large, consolidated bottlers around the world. Coke own

equity strakes in them and allows these bottlers to expand gradually. Fraser

neaale (P & N). Singapore, swire Pacific Group, Hong Kong, Coca-Cola

Enterprises USA had Coca-Cola Amatol Ltd, Australia is among them.

4141

THE COKE MARG

CHINA: 1998-Coke brought its Hong Kong bottlers, the swire pacific Group.

1993- Robert cook, a Hong Kong based non-resident Chinese who controls the

kery group, Which has 8.4%, share in Coca-Cola Amtail Ltd. brought in.

INDONESIA: COCA-COLA AMATIL Ltd, Recently took over most of coke

is bottling plants, after coke dropped all but one of the countries 11 local

bottlers.

INDIA : Coca-cola plants to bring its anchor fresher and Beale; Singaporeans

also its Philippines based bottlers san Miguel to set up one of two coke

subsidiaries with an equity base of $350 million.

Coke proposed franchise refuses coke proposed to pick up a 55% stake in the

bottling operations of all its franchisees in the country.

The bottlers can also join the new partnership in the following ways:-

Operation / Advisor roles

Advisory committee membership

Board membership

Alternatively, the bottler has the right to remain independent.

4242

REPORTING SYSTEM

AS per the client RA is the front line person of sales organization. As the

chart:-

a) RA is controlled and guided by CE.

b) CE report to ADC and TDM.

c) ADC reports TDM on daily basis and also to unit manager on

weekly basis.

d) TDM report to UM and also to executive director.

e) UM reports to executive director.

MARKETING FLOW IN CHANNEL

The company policy on marketing channel is crystal clear in strategy “to build

the direct distribution system at all India level “,i.e. having agent ,whole seller,

retailer and final customer there by maintaining intimate contact with the

consumers and closer control over the condition of the product sale.

4343

Different Channel followed

A ) Plant

Carry and forward Agent

Dealers and Retailers

Ultimate Consumer

B) Plant (Building)

Distributor

Retailers

Consumers

C) Pepsi Food Limited

Carry and Forward


4545

Plant

Carry and Forward Agent


Ultimate Consumers

Plant (Building)

Distributor

Retailers

Consumers

Pepsi Food Ltd

Carry and Forward

Detailers and Retailers

Ultimate Consumers

4P’s POLICIES OF THE COCA-COLA PRODUCTS

PRODUCT

There are five lines of products of soft drinks in India that is almost matchedThere are five lines of products of soft drinks in India that is almost matched

with international quality.with international quality.

PRODUCT LINE

coca-Colacoca-Cola

200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet) & 330ml,(Cane) 200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet) & 330ml,(Cane)

sprite

200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet) 200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)

thumps-up

200ml,200ml, 300ml, 500ml. (Pet), 1000ml. (Pet), 1500ml. (Pet), 2000ml.300ml, 500ml. (Pet), 1000ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)(Pet)

limca

200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)200ml, 300ml, 500ml. (Pet), 1500ml. (Pet), 2000ml. (Pet)

mazza and fanta

250ml. & 300ml (Tetra Pack)250ml. & 300ml (Tetra Pack)

kinley (Mineral Water)

1000 ml.1000 ml.

PLACE

Pepsi has strong channel of distribution, A few intermediaries command thePepsi has strong channel of distribution, A few intermediaries command the

distribution work.distribution work.

BOTTLER-------DISTRIBUTOR--------RETAILER--------CONSUMER

4646

By this simple distribution, Pepsi is dining well. The company is trying to By this simple distribution, Pepsi is dining well. The company is trying to

reach at every root of urban, sub-urban, and village areas. The company hasreach at every root of urban, sub-urban, and village areas. The company has

succeeded to some extent in reaching its target. succeeded to some extent in reaching its target.

PROMOTION

In a specific sense sales promotion methods, those sales activities thatIn a specific sense sales promotion methods, those sales activities that

supplement both personal selling advertising and co-ordination them and help tosupplement both personal selling advertising and co-ordination them and help to

make them effective such as display, shows, and exposition and demonstrationsmake them effective such as display, shows, and exposition and demonstrations

and other non recurrent selling efforts not in ordinary route.and other non recurrent selling efforts not in ordinary route.

Pepsi has taken variety of tools and techniques for sales promotion, like for Pepsi has taken variety of tools and techniques for sales promotion, like for

example sales promotion letters, catalogue, point of purchase, display customerexample sales promotion letters, catalogue, point of purchase, display customer

service programs and demonstration free samples here are some promotionalservice programs and demonstration free samples here are some promotional

program of Pepsi.program of Pepsi.

4747

Meaning of retailerMeaning of retailer

“Retailing includes all activities incident to selling to the ultimate consumers”“Retailing includes all activities incident to selling to the ultimate consumers”

American definition committee :American definition committee :

“Retailing includes all activities directly relate to the sales of goods or services“Retailing includes all activities directly relate to the sales of goods or services

to ultimate consumer for personal non-business use.” – to ultimate consumer for personal non-business use.” – William j. stantionWilliam j. stantion

Function of retailers Function of retailers

1). Buying and assembling1). Buying and assembling

2). Warehousing or storing.2). Warehousing or storing.

3). Selling 3). Selling

4). Credit facilities4). Credit facilities

5). Risk bearing5). Risk bearing

6). Graphing and packing6). Graphing and packing

7). Collection of market information7). Collection of market information

8). Helps in introduction new product8). Helps in introduction new product

9). Window display and advertising, etc. 9). Window display and advertising, etc.

4848

Functions of sales promotionFunctions of sales promotion

1). Low unit cost 1). Low unit cost

2). Effective sales support 2). Effective sales support

3). Increased speed of product acceptance 3). Increased speed of product acceptance

4). Better control4). Better control

Objectives of sales promotionObjectives of sales promotion

A). to introduce new productsA). to introduce new products

B). to attract new customersB). to attract new customers

C). to increase current salesC). to increase current sales

D). to improve the public image of themD). to improve the public image of them

Sales promotion at dealer’s level (Retail store)Sales promotion at dealer’s level (Retail store)

1). Advertising1). Advertising

2). Store demonstrations2). Store demonstrations

3). Special display and shows 3). Special display and shows

4). Dealer contest4). Dealer contest

5). Dealer premia.5). Dealer premia.

4949

Sales promotion schemes at consumer’s levelSales promotion schemes at consumer’s level

1). Coupon1). Coupon

2). Price-off offer2). Price-off offer

3). Samples3). Samples

4). Money offer 4). Money offer

5). Trading stamps5). Trading stamps

6). Different contest6). Different contest

7). Premia7). Premia

a). SCHEME

Pepsi offered a lot of scheme from March to June for sale s promotion of itsPepsi offered a lot of scheme from March to June for sale s promotion of its

product. These are followings:-product. These are followings:-

One bottle free on 2 littler 1packs (9Bottles).One bottle free on 2 littler 1packs (9Bottles).

100ml free on every 500ml Pet.100ml free on every 500ml Pet.

On Slice Tetra Pack On Slice Tetra Pack

b). ADVERTISEMENT

Advertisement as a motivator towards consumption of soft dirnks playsAdvertisement as a motivator towards consumption of soft dirnks plays

important role-slogans like:-important role-slogans like:-

5050

PEPSI:-PEPSI:-

YEHI HAI RIGHT CHOICE BABY

NOTHING OFFICIAL ABOUT IT

DRINK PEPSI AND GET STUFF

AAJADI DIL KI

YEH, DIL MANGE MORE

YEH PYAS HAI BADI

ZOR KA JATKA DIRE SE

CHITA VHI PITA HAI

PEPSI SAFE NAHI HAI

COKE:-

COKE ADDS LIFE.

COKE IS IT.

IT’S THE REAL THING.

ALWAYS COCA-COLA.

EAT MUSIC, SLEEP MUSIC AND DRINK ONLY COCA-COLA

JO CHAHO HO JAYE COCA-COLA ENJOY

I WANT HRITIK AND I WANT COKE.

THANDA MATLAB COCA-COLA.

JIYO THANDA, PIYO THANDA

These punch lines fascinate the people to consume the soft drinks and its alsoThese punch lines fascinate the people to consume the soft drinks and its also

differentiate the brand.differentiate the brand.

5151

PRICING

The amount of money charged for a product of services or some of values thatThe amount of money charged for a product of services or some of values that

consumer’s exchange of the benefit of having or using product or services.consumer’s exchange of the benefit of having or using product or services.

Coca-cola has taken affordable moderate pricing strategy; It is useful pricing Coca-cola has taken affordable moderate pricing strategy; It is useful pricing

strategy for both the company and the consumer. By this strategy co0mpay canstrategy for both the company and the consumer. By this strategy co0mpay can

penetrate even in rural market too, because the company has already caughtpenetrate even in rural market too, because the company has already caught

urban and sub-urban market consumer can take benefit by its affordableurban and sub-urban market consumer can take benefit by its affordable

economy price without more considering. Consumer can purchase it very easily.economy price without more considering. Consumer can purchase it very easily.

This pricing strategy is also important of stand out in cutthroat soft drinksThis pricing strategy is also important of stand out in cutthroat soft drinks

competition.competition.

Coca-Cola has launched his product on this rate:- Coca-Cola has launched his product on this rate:-

Coke , thums-up, limca, sprite,fantaCoke , thums-up, limca, sprite,fanta

300ml - Rs.10 300ml - Rs.10

200ml - Rs.8 200ml - Rs.8

500ml - Rs.23 500ml - Rs.23

1000ml - Rs.37 1000ml - Rs.37

1500ml - Rs.45 1500ml - Rs.45

2000ml - Rs.60 2000ml - Rs.60

MazzaMazza

200ml - Rs.10 200ml - Rs.10

5252

PACKAGINGPACKAGING

Packaging plays a vital role increasing or decreasing in sales of the products,

thus packaging of the product should be attractive and product should be

available in different size.

To keep in mind the importance of the packaging soft drink, companies

adopting new technology for looking the products attractive and producing the

product in different size.

Sizes are 200ml, 300ml, 500ml, 1000ml, 1500ml, and 2000ml.

Now the soft drinks are available in different pack like available CAN

and PET and TETRA PACK.

5353

PRODUCT-AVAILABILITY ON DEMAND IS VERY PRODUCT-AVAILABILITY ON DEMAND IS VERY

IMPORTANTIMPORTANT

If the product is not available on demand.If the product is not available on demand.

Sales are lost to some other brand available at the outlet.Sales are lost to some other brand available at the outlet.

Customer’s confidence is shaken.Customer’s confidence is shaken.

Retailers start suspecting company’s Distribution abilityRetailers start suspecting company’s Distribution ability

Brand loyalty against through ADD campaigning is lost.Brand loyalty against through ADD campaigning is lost.

Retailers hold-up stockfish’s payments.Retailers hold-up stockfish’s payments.

5454

WHY PROPER DISTRIBUTION IS VITAL PROPER/REGULAR IMPROVED SUPPLIES DISTRIBUTION

REGULAR BETTER DISTIRBUTION SERVICE

CONSUMER EXTENSIVE FASTERCONFIDENCE TRIACE ROTATION

(NEW BUYER)

OUR PRODUCT AT THE DEPOT

MORE STOCK REQUIRED

MORE ORDER AT ORU DEPOT

ASSURED PRODUCT AVIALABILITY ON DEMA\END

MORE & MORE RETAILERES (ENCHANCED PRODUCT REACH)

SUFFICENT SOTCK FOR SALES AND INVENTORY

REPEAT DEMAND FROM RETAILERSREPEAT ORDERS FSROM STOCKISTS

5555

MORE EXTENSIVE STOCKIST NETWORK

HOW TO IMPROVE DISTRIBUTION

IMPROVED SERVICE FREQUENCY MORE SALES

MORE RETAILERS GET TAPPED

MORE DEMAND

MORE TRIALS

MORE CONSUMPTIONS

MORE BUYER

5656

CONSUMER BUYING BEHAVIOUR

In this concept we will study about all the factors that influence the buying In this concept we will study about all the factors that influence the buying

behavior of the consumer which can be demographic, social cultural &behavior of the consumer which can be demographic, social cultural &

psychological factors.psychological factors.

Factors influencing buying behavior of consumer in soft drink industry are: Factors influencing buying behavior of consumer in soft drink industry are:

1.1. AvailabilityAvailability

2.2. Preference of the consumersPreference of the consumers

3.3. Awareness of BrandAwareness of Brand

4.4. IncomeIncome

5757

PRODUCT PROFILE OF THE COMPANY

There are nine brands of COCA-COLA named as following.

1. COKE.2. THUMS UP3. LIMCA4. FANTA5. MAZZA6. SPRIT7. KINLEY WATER8. KINLEY SODA9. SUNFILL

These nine brands differ in taste; flavors are also in their colors.

(1) COKE: coke is considered to be a cola drinks. It is generally preferred by all sections of consumer. This is cash cow brand for the company in terms of sales revenue

.(2) THUMS UP : Thumps up is also considered to be a cola drink.

It is hard in comparison to coke. All sections of consumers but especially to teen-aggress prefer it. It is a big source of company to cash its publicity.

(3) LIMCA: Lima is considered to be lemony in taste, and comes under the category of clouds. It has to yield good sales revenue. Children & women generally prefer it.

(4) FANTA : Fanta is coming in orange flavours. Children and women prefer it.

5858

(5) MAAZA : Maaza is considered to be juicy soft drink because it contains Mango pulp. This drink is preferred by different segment of consumers.

(6) SPRITE: Sprit is a transparent lemon drink. It is the 5th best selling soft drink in the world.

(7) KINLEY WATER : it is launched in late 2000 .It is bottled drinking water. It contributes 5% coke revenue in India.

(8)KINLEY SODA : These us a soda drink .It has no color and no flavor. It is generally used with alcohol and used by adults.

5959

CATEGORIZATION OF INDIAN SOFT DRINKS

INDIAN SOFT DRINKS are categorized in two types:-.

1. AERATED SOFT DRINKS

2. NON-AERATED SOFT DRINKS.

The AERATED SOFT DRINKS, which are marketed in Indian markets, are:-

A. COLA: - THUMSUP, COKE, SPORT COLA, PEPSI

B. LEMON: - LIMCA, TEEM, MIRINDA LEMON

C. ORANGE: - FANTA, GOLD SPOT, MIRINDA, SRUSH

D. OTHER: - CITRA, LEHAR-7 UP, CANADA DRY.

The NON-AERATED SOFT DRINKS are—

A. MAZZA

B. SLICE

C. FROOTI, JUMPIN.

6060

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

I’d like to start with what is according to me plain and simple but true... Coke

was the Original Cola drink... And Pepsi has been and always will be... a distant

second.

There are a number of opinions up here... but most of them (especially the pro-

pepsi ones) seem to be missing ONE major fact. Lets not all forget when Coke

was re-introduced to the Indian market in the 90’s, one very common remark

was the taste difference between the Coke here and the Coke some of us have

had the privilege of tasting in other countries. Even the Middle Eastern cans

(the ones with the Arabic script) that used to be available here at exorbitant

prices before the introduction of Coke had a very significant taste difference.

6161

Like everything else India is useless at making Cola too. So a comparison

between two products on a worldwide forum such as this one really wouldn’t be

sensible because the products clearly differ from place to place.

Pepsi, in India has the best brand ambassadors (mass appeal wise... not for me

though... heheh). Amitabh Bachchan and Sachin Tendulkar have a crazy

number of fans all over the country. I’ve heard something about Amitabh being

worshipped by a small African tribe as well (true?).

The Advertisement campaign for the Coca Cola company has been pretty

aggressive in the past... However they only used it to attract customers after the

introduction of Sprite and to revive the now dying Thums-up. However Pepsi’s

recent aggressive marketing really isn’t in good taste for the simple reason that

its not like they need to go to such extremes, but they still did. Healthy

competition is always good between top contenders but there’s no real reason to

stoop down to this kind of level when things are not really going that badly.

But nevertheless the Red vs. Blue battle has raged on for a really long time

now, opinions will always differs... but from the looks of things (including the

ratings on this site itself). It looks like Coke still has the upper hand.

6262

Brand Ambassadors

Coca-Cola had signed on various celebrities including movie stars such as

Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern

celebrities like Vijay in the past and today, its brand ambassadors are Aamir

Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

PUNCHLINE

COCA COLA JO CHAHE HO JAYE- - - - - - ENJOY!

COCA COLA LIFE TASTES GOOD

COCA COLA ALWAYS THE REAL THING

COCA COLA PYAR MOHABBAT COCA COLA

COCA COLA THANDA MATLAB COCA COLA

THUMS UP THE TASTE OF THUNDER

LIMCA LEMONI LIME LIMCA

LIMCA LIMCA LIMCA

KINLEY PURE DRINKING WATER

SPRITE CLEAR HAI

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MARKETING STRATEGIES

There is 3 A’s which play an important role in Marketing strategies at “Pepsi-There is 3 A’s which play an important role in Marketing strategies at “Pepsi-

Cola’ office are as follows:Cola’ office are as follows:

1.1. Availability Availability

2.2. Affordability Affordability

3.3. Acceptability Acceptability

AVILABILITY

The availability of product in market influenced the sale of product highly. If itThe availability of product in market influenced the sale of product highly. If it

is not easily available in the market it may hamper the goodwill of theis not easily available in the market it may hamper the goodwill of the

company.company.

To make the product easily available in the market, Pepsi-Cola has its own To make the product easily available in the market, Pepsi-Cola has its own

truck which remain on the road round the clock to meet out the shorten supplytruck which remain on the road round the clock to meet out the shorten supply

and urgent need can get the supply with in the hour or even every hour ifand urgent need can get the supply with in the hour or even every hour if

required on cash down payment.required on cash down payment.

AFFORDABILITYAFFORDABILITY

The affordable price, price which suits to pocket of general consumer also playThe affordable price, price which suits to pocket of general consumer also play

an important role in the marketing strategies of any company.an important role in the marketing strategies of any company.

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And for this Pepsi launched its product at very effective price, like 200ml at And for this Pepsi launched its product at very effective price, like 200ml at

Rs.8, 300ml at Rs.10, and 2000ml at Rs.60 etc.These are very effective cost toRs.8, 300ml at Rs.10, and 2000ml at Rs.60 etc.These are very effective cost to

customer.customer.

ACCEPTABILIYACCEPTABILIY

Even if price are affordable and is easily available in the market, but notEven if price are affordable and is easily available in the market, but not

accepted by the consumers, can’t be successful.accepted by the consumers, can’t be successful.

According to our survey about this product the “Pepsi” is acceptable by According to our survey about this product the “Pepsi” is acceptable by

consumers.consumers.

The factors which influence the buying behavior of the consumers are:-The factors which influence the buying behavior of the consumers are:-

Quality of the product (Taste, color etc)Quality of the product (Taste, color etc)

AdvertisingAdvertising

So to make it more acceptable to the consumers, they must look into theseSo to make it more acceptable to the consumers, they must look into these

factors successfully such as improving the taste, more stringent, decreasing thefactors successfully such as improving the taste, more stringent, decreasing the

sugar contents, making advertisement more impressive etc.sugar contents, making advertisement more impressive etc.

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COKE SALE STRATIGESSCOKE SALE STRATIGESS

The companies think –tank strongly believes that soft drink consumption is an

impulse purchase.

People never plan for the consumption of a soft drink except some

enthusiastic youngsters. In India 67% of the annual sale is achieved in the

months of April, May and June and rest in the remaining month.

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Methodology of Research

DATA ANALYSIS

OUTCOME OF THE ANALYSIS

BUILD APPROPRIATE INFORMATION AND CONCLUSION

PRIMARY DATA1. SURVEY2. PERSONAL

INTERVIEW3. TARGETING

COKE CUSTOMER

SECONDARY DATA1. LIBRARY2. BOOKS3. PROJECT

REPORT

DATA COLLECTION

STUDY OF COCA COLA

STUDY OF THE MARKET SURVEY A COMPARISON BETWEEN SPRITE ANDDEW

STUDY OF COKE PRODUCT

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SUBMISSION ON PROJECT REPORT

6868

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem involving a

study of various steps that are generally adopted by a researcher in study his research

problem, alone with the logic behind it.

This includes:

Defending the research problem

Sampling design

Research design

Method of data collection

Analysis & interpretation

DEFINING THE RESEARCH PROBLEM:

Problem under the study was finding out the comparative study of coke brand

preference, packaging & quantity in Agra Market.

SAMPLING DESIGN:

Probability sampling design i.e. random sampling was adopted as a definite plan for

obtaining a sample from the population. The selection technique was a stratified random

sapling, restricted probability sampling.

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The satisfied random sampling included homogeneous sub population group i.e. five

market starts in the Agra city with an equal sample size of 100 areas from each of these

strata’s.

NOTE:-Proportional Allocation Under Which, The Sizes Of The Samples From The

Different Strates Are Kept Proportional Of The Sizes Of Strata, Is Not Done, Since

Here The Purpose Of The Study Basically Happens To Be A Comparison Of The

Differences Among The Strates Regarding The Market Position And Consumer’s

Reach.

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RESEARCH DESIGN:

An Overall “Rigid” descriptive research design has been used focusing attention

on-

Formulation of objectives of the study

Designing method for the data collection

Selection the sample size

Collecting the data

Processing and analysis of the data

Reporting the finding.

METHOD OF DATA COLLECTION:

Primary data was originally collected by means of well framed questionnaire i.e.

Consumer’s questionnaire with relevant questions typed in a definite order to have

probe into the respondents for questionnaires were selected strictly from the Delhi city.

ANALYSIS & INTERPRETATION:

Applying the relevant statistical tools did the analysis and interpretation of the findings.

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SAMPLE SELECTION

During my summer training, the work place is given to me North-

Delhi Where I have done my project work and survey. Regarding this

I have taken the sample from different ten routes, and the sample size

was no. of 100 outlets.

DISTRIBUTORS

HariOm Enterprises

Ambay Agencies

S.D. Agencies

Vishal Agencies

Vikash Agencies

Bhagvati Agencies

Eastern Agencies

Shiv Jyoti Agencies

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FINDINGS ARE BASED ON CONSUMER RESPONOES

WHICH COLA DO YOU PREFER?

C0KE60%

PEPSI35%

OTHERS5%

C0KE PEPSI OTHERS

FINDINGS:-

60% PEOPLE PREFER TO TAKE COKE AS A BRAND. 35% PEOPLE PREFER TO TAKE PEPSI.

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DOES ADVERTISEMENT EFFECT YOUR CHOICE?

35%

40%

25%

YES NO SOMETIMES

Findings:- 40% people say there is no effect of advertising on their

consumption of soft drinks.

35% people say there is effect of advertisement, becoz of

favorite celebrity or role model.

25% say sometime its affect like in cricket season or any

other occasion

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DOES YOUR FAVORITE CELEBRITY OR ROLE MODEL AS A BRAND AMBASSDOR CHANGE YOUR

PREFERENCE?

35%

65%

YES NO

Findings:- 65% say no, there is no changing in brand because of a role model or

a favorite celebrity. Taste is a also big matter.

35% say yes, its change our preference.

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WHICH FLAVOUR DO YOU MOSTLY LIKE ?

COLA60%ORANGE

10%

CLOUDY LIME20%

CLEAR LIME5%

MANGO5%

Findings:- 60% people prefer to take cola (coke, Pepsi, thums-up), where as

20% people prefer to take cloudy lime (limca, m.lemon), where as

10% people prefer to take orange flavor (m. orange, fanta), where as

5% people only prefer to take mango and clear lime flavor.

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70

15 15

0

10

20

30

40

50

60

70

WHY DO YOU LIKE IT?

BECAUSE OF TASTE BECAUSE OF SPECIAL AD

BECAUSE OF CELEBRITY

Findings:- 70% people say they prefer any brand because of taste,

30% people say they like the brand because of the favorite celebrity

and a special advertisement.

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WHICH AD IS BETTER?

52%35%

13%

PEPSI COKE CANT'SAY

Findings:- 52% people say that Pepsi advertising is better than the coke

advertisement. Whereas 35% say that coke ad is better, where as 13%

say there is very confusion because both are best.

7878

2420

40

16

0

10

20

30

40

ONLYDEW

ONLYSPRITE

BOTH NO ANY

HAVE YOU TRIED DEW OR SPRITE?

Series1

Findings:- 24% people say that they tried only dew, where as

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20% people say that they tried only sprite, where as

40% people say that they tried both, where as

16% people say that they haven’t tried both.

IN BOTH THE BRAND WHICH ONE IS BEST IN TASTE?

DEW60%

SPRITE40%

DEW SPRITE

FINDINGS:- This Question Is Asked By, Who Have Tried Both, And 60%

Response In Favor Of Dew Whereas 40% Response Come In

Favor Of Sprite.

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FINDINGS BASED ON RESPONSE OF RETAILERS

WHICH PRODUCTS IS HIGHLY DEMANDED?

PEPSI40%

COKE60%

PEPSI COKE

FINDINGS:- 60 % retailer say coke is highly demanded by consumer. Whereas

40% say Pepsi is highly demanded by consumer.

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DO YOU SALE M.DEW OR SPRITE?

35%

20%

45%

ONLY DEW ONLY SPRITE BOTH

FINDINGS:- 45% retailers sell both the product, whereas, 35% sell only dew,

where as 20% sell only the sprite.

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WHICH BRAND IS HIGHLY DEMANDED?

60%

40%

M.DEW SPRITE

FINDINGS:- Around 60% retailers say that dew is more preferable to

consumer, so it’s highly demanded, whereas 40% retailers

say that sprite is highly demanded by consumer.

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WHICH COMPANY IS MORE SATISFIED IN DELIVERY SYSTEM?

40%

45%

15%

PEPSI COKE NO ANY

FINDINGS:- 45% retailers say that coca-cola company is more better in

delivery system, where as 40% in favor of Pepsi company,

whereas 15% retailers are not satisfied by both the company

in term of delivery system.

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WHICH COMPANY IS MORE SATISFIED IN RELATIONSHIP?

40%

45%

15%

PEPSI COKE NO ANY

RELATIONSHIPS MEAN “A RELATION BETWEEN THE COMPANY AND RETAILER.”

FINDINGS:-45% retailer says that coke has a better relation ship with us. where

as 40% in favor of Pepsi and 15% in no any.

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WHICH COMPANY IS BETTER IN PROBLEM SHOOTING?

35%

50%

15%

PEPSI COKE NO ANY

FINDINGS:- 50% RETAILER SAY THAT COKE COMPANY IS MORE

FAST THAN PEPSI IN SHOOTING OF OUR PROBLEM

RELATED TO THE MAINTENANCE OF VISI-COOLER OR

FREEZE OR IN DELIVERY OF PRODUCTS.

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WHICH COMPANY IS GIVING PROPER SCHEME?

PEPSI 35%

COKE55%

NO ANY10%

PEPSI COKE NO ANY

FINDINGS:- 55% RETAILERS SAY THAT COKE IS BETTER THAN

PEPSI IN DISTRIBUTING THE SCHEMES.WHERE AS 35%

IN FAVOR OF PEPSI, WHERE AS 10% SAY BOTH ARE

NOT GIVING THE PROPER SCHEMES.

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LIMITATION LIMITATION

During research certain limitation came in many ways, which are below-

TimeTime

Two months are not sufficient to cover the various aspect outlined in the study.

Because the area of research was wide and span of time was very short. So it

was not possible to go deep in the study. Meticulous and diligent effort has been

taken to discuss the main topic in detail.

Money

Personal survey method is highly expensive method as well as time consuming.

Being a student it is not possible to spend much money in research because

institution also deprives me from stipend.

Transcription errorsTranscription errors

They also pertinent in doing the research work.

SecrecySecrecy

It has to be mentioned in case of official data. So it is difficult to get relevant

data from the office. Coca-Cola Office In North Delhi gave me information

what ever they could in approximation.

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Non Response Error

During survey we found some people (outlets owner & distributor) refused in

answering first of all, because they had no interest in

Such sort of work what consumed their precious time or some other reason. But

after being convinced or motivated by us they ready to give the answer.

Others

The Sample Size Of Retailers And Consumers Was Small.

The respondents may be based on influenced by some other factors.

A Numbers Of Retailers Being Illiterate, It Took Us Lot Of Time

Collecting The Information.

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SWOT ANALYSIS

STRENGTH

1. Good brand image.

2. Good quality of flavor.

3. Customer’s satisfaction on Coca-Cola Company.

4. Well trained customer executive.

WEAKNESS

1. Low time of expiry date.

2. Less grievance handling.

3. Improper allocation of schemes.

4. Less personal contact of high officials with shop keepers.

OPPORTUNITY

1. High growth rate of cold drinks market.

2. Hotels, restaurants, parks can have good consumption of flavours.

3. Nursing home offering flooding for patients can have good consumption of

mineral water.

4. Major outlets should arrange some schemes for parties, marriage and

festivals.

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5. Good and tasty flavours for healthy body.

THREATS

1. Not very good arrangement as compared to others.

2. Competitors are giving good schemes.

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CONCLUSIONS

Service aspect of agencies is very effective, they deliver their product

according to the demand a just in time.

After conducting the field market survey of retailer in Delhi city, I analyze

that coca cola brands are dominating over Pepsi.

Around 65% of total consumption in a year consumed in summer (April to

July) season.

After analyzing the market and calculate the weight age. The result comes

out that coca-cola is no 1 brand.

The analysis several that minimum discount or schemes are available on

coke compare to Pepsi.

Consumers do have a demand for 200ml, 300ml bottle and 2 liter.

Retailers have problem in advertisement material.

Retailers have complaint regarding the plastic bottle that better quality pet

bottle should be used.

Consumers are satisfied with the quality of coca-cola products.

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The market share of maaza has good market in Delhi.

Coke found to have good market coverage in Delhi.

Its brand limca, fanta, maaza, sprite, thumps-up too hold a good grip over

the market in comparison to main competitor products m. lemon, m.orange ,

slice, m.dew, Pepsi.

Retailers have a demand of some extra quantity and free gifts.

Most of the consumers considered RGB bottles as the best package.

Cola product is highly demanded by consumers.

Dew is leading over the sprite.

Taste of dew is better the taste of sprite.

Only 25% of the consumers retain with the brand.

Of course Pepsi advertisement is more preferable by consumers.

Advertisement is not a very major factor in consumption of the soft drinks.

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Chilled bottles influence the consumer to change the preference, so it’s a

major factor.

Taste and availability of stock is the major factor.

Coke Company is better than Pepsi in distribution system or in problem

shooting regarding the maintenance of freeze or cooling equipments.

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RECOMMENDATIONS

SOME RECOMMENDATIONS FOR MAKING THE TRADE PROFITABLE FOR THE COMPANY ARE AS MENTIONED BELOW:

The survey explicitly several that the company should provide some more

schemes and incentives mainly in seasons to retailers if they achieve target.

The company should be improving poor claim statement.

Pouches, foreign particles were found in few bottles so proper quality control

measures should be implemented as companies’ reputations are at stake.

Company should try to make monopolists fat dealers it necessary because

them they will be forced to sale the coca-cola product even if the company

isn’t providing any further discount scheme.

Today in the situation of day-by-day competitions. Coca-cola should because

widely awake and alert to maintain its present market share and should devise

fresh situation and program to enhance its sales.

That time many companies are entering the soft drink segment so company

should are more attraction on display schemes no of holding should be

increased and more change should be provide as Pepsi ahead of coca-cola in

providing these above in north-Delhi.

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OTHERS:

School students, collages, canteens, cinema hall should be targeted.

Taste of sprite should be improved.

In promotions of sales of sprite the company should provides different

schemes with the sprite like(collection of crown and get attractive prize or t-

shirts or cap.etc)

Advertisement must be improved and should show more appeal and targeted to youth

and children.

A Company creates favorable impression among the youth if they sponsors

small events like collages festivals, university programs & school functions.

The company should also organize some fashion shows; quiz programs etc

promote their sales.

The company should ensure the timely product supply to the distributor and

the retailers it was seen that staff in general & flavor in particular remains in

short during the seasons.

Better schemes & benefit should be providing to retailers because it is

retailers only who promote the product of company.

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To argument the sale of kinley mineral water & soda the company must

provide some attractive free gifts & schemes.

Quality of pet bottle should be improved so that most problems can be

minimized.

Soft drink is still considered a treat virtually a luxury so it possible company

should cut down its price especially of cans.

9898

BIBLIOGRAPHY

Marketing Management (Written by Philip kotler)

Principles of Marketing (Written by C.B .Gupta)

Research Methodology (Written by C.R.Kothari)

MAGAZINES

- Advertising Management

- Business India

- Business today

- Business World

WEBSITES

WWW.COCA-COLA.COM

www.Pepsico.com

www.coca-colaindia.com

www.softdrink.com

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http://www.softdrink.com/

http://www.coca-colaindia.com/

http://www.Pepsico.com/

http://WWW.COCA-COLA.COM/

QUESTNNAIRE (consumers)

Name: - Area:-

Que.1. which cola do you like?

A) Pepsi b) coke

Que.2. which flavors do you mostly like? (Rank it)

A) PEPSI b) COKE

Pepsi-cola coca-cola

Dew spirit

7’up coke-vanilla

Lemon mirinda limca

Orange mirinda fanta

Slice maaza

Diet diet

Thumps-up

Que.3. why do you like its?

a) Bcoz of test b) bcoz of special advertisement

c) Bcoz of your favorite celebrity (brand ambassador)

Que.4. have you tried the dew/sprite? (Y/n)

100100

Que.5. which one is best in taste?

a) Dew b) sprite

Que.6. what you want to improve in sprite?

Que.7. which company advertisement do you like most?

a) Pepsi b) coke

Que.8. which advertisement is your favorite?

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

Que.9. Do good advertisement makes your change preference? (Y/N)

Que.10. how? ---------------------------------------------------------------------

Que.11. do you take any dish with particular flavor? (Y/N/NOT

NECESSARY))

Que.12. Does your choice of flavor depends on the dish you take? (Y/N)

Que.13. what’s your combination of dish & flavor? (Specify it)

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

Que.14. If any problem/complain? -----------------------------------------------------

101101

Que.15. if any suggestion? --------------------------------------------------------------

QUESTIONNAIRE (retailers)

Area: Name of outlet:-

Contact person in outlet:-

Que.1. Types of Status

a) Pepsi monopoly b)coca-cola monopoly c)Mix

Que.2. How much consumption in crates?

a)pepsi ‘flavour……….. b)coke’flavour………………

Que.3. Which product is highly demanded by consumer?

a)pepsi b)coca cola

Que4. Infrastructure of csd in canteen:-

Pepsi Coca-cola

Empty

Vision/Oyc

Icebox

Sinage

102102

Que.5. Daily Average Sale:-

Pepsi Coca-cola Rate/bottle

200ml

300ml

500ml

2 litre

Water

Que.6. do you sell dew/sprite? Y/N

Que.7. which one is highly demanded by comsumers?

a)dew b)sprite

Que.8. if company provides any offer or schemes , will it be increase your sales

of the sprite?Y/N

Que.9. More satisfied by delivery system:-

a) Pepsi b) coca-cola

Que.10.More satisfied by relationship:-

103103

a)Pepsi b)coca-cola

Que.11. More helpful in problem shooting:-

a)pepsi b)coca-cola

Que.12. Proper execution in scheme:-

a)pepsi b)coca-cola

Que.13. Sales depend on:-

a)Availability of flavours b) Based on consumer demand

104104

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