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A Case study on Consumer Satisfaction towards coco-cola
G.V.P.P. Govt First Grade College, in H.B.Halli Page 1
CHAPTERI
1.1 INTRODUCTION :
The soft-drink battleground has now turned towards new overseas markets.
While once the United States, Australia, Japan, and Western Europe were the
dominant soft-drink markets, the growth has slowed down dramatically, but they
are still important markets for Coca-Cola and Pepsi. However, Eastern Europe,
Mexico, China, Saudi Arabia, and India have become the new "hot spots." Both
Coca-Cola and Pepsi are forming joint bottling ventures in these nations and in
other areas where they see growth potential.
International marketing can be very complex. Many issues have to be
resolved before a company can even consider entering uncharted foreign waters.
This becomes very evident as one begins to study the international cola wars. The
domestic cola war between Coca-Cola and Pepsi is still raging. However, the two
soft-drink giants also recognize opportunities for growth in both Coca-Cola,
which sold 10 billion cases of soft-drinks in 1992, and Pepsi now find themselves
asking, "Where will sales of the next 10 billion cases come from?" The answer
lies in the developing world, where income levels and appetites for western
products are at an all time high.
Often, the company that gets into a foreign market first usually dominatesthat country's market. Coca-Cola patriarch Robert Woodruff realized these 50
years ago and unleashed a brilliant ploy to make Coca-Cola the early bird in
many of the major foreign markets. At the height of World War II, Woodruff
proclaimed that wherever American boys were fighting, they'd be able to get a
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Coca-Cola. By the time Pepsi tried to make its first international pitch in the 50s,
Coca-Cola had already established its brand name and a powerful distribution
network. In the intervening 40 years, many new markets have emerged. In order
to profit from these markets, both Coca-Cola and Pepsi need to find ways to cut
through all of the red tape that initially prevents them from conducting business
in these markets. This paper seeks to examine these markets and the opportunities
and roadblocks that lie within each.
Both these companies Coca-Cola and Pepsi are of great caliber. In fact, they
are the companies that are ruling the market. Coca-Cola and Pepsi have always
competed against each other for a bigger market share. They have come up with a
variety of campaigns to get a one-up over each other. They have gone in for blind
taste test to advertising campaigns to even garnering customer support through
brand ambassadors.
But these companies have faced different difficulties in different parts of the
world. But they have overcome these difficulties and have managed to reach top
positions. The difficulties have included political campaigns against them. They
include the local competitors in a country against them. This also includes the
culture of the country which decides things like the peoples tastes and
preferences. They have overcome all these difficulties to sell their products in the
markets.
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1.2 OBJECTIVES OF THE STUDY :
The objectives of the study are as follows : To study the historical background of COCA-COLA INDIA LIMITED. To study the competitive environment. To determine critical evaluation of the market. To study the effectiveness of the market in todays world. To analyze the functions, procedures in the market share analysis. To suggest some strategies, remedies in various aspects of improving
market share.
To equip myself better in the area of market share analysis.
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1.3 SCOPE OF THE STUDY :
The scope of the study is restricted to the consumers attitudes and
behavior, likes and response towards coco-cola in Hagaribommanahalli city.
This report includes the efforts that have been made by coco-cola
Company, and Malatesh Marketing service, Hagaribommanahalli, to improve
the quality and push up the sales of coco-cola products in Hagaribommanahalli
city, and the survey includes the past purchases, few prospective consumers of
product and their satisfaction towards the coco-cola products.
This proportion of consumers in selecting up particular of soft drinking has
dragged me to study the features of consumers satisfaction regarding the coco-
cola company soft drinks.
1.4 METHODOLOGY :
Research Methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is done
scientifically. In Research Methodology we study various steps that are generally
adopted by a researcher in studying this research problem along with the logic
behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology. Researchers need to understand
the assumptions underlying various techniques and they need to know the criteria
by which they can decide certain techniques and procedures applicable to certain
problems. This means that it is necessary for the researcher to design his
methodology for his problem as the same may differ from problem to problem.
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Research Methodology has many dimensions and research methods do
constitute a part of the research methodology. The scope of Research
Methodology is wider than that of research methods. Thus, when we talk of
research methodology we not only talk of the research methods but also consider
the logic behind the methods we use in the context of our research study and
explain why we use particular method or technique so that research results are
capable of being evaluated either by researcher himself or by herself.
#Sources of Data
Important criteria for the validity of any research study in a methodical way :
In research to get meaningful information, data collected should be accurate and
reliable. There are 2 sources of data collection
1. Primary Data and2. Secondary Data.
The Primary Data was collected from having discussions with marketing officers
and various retailers. It was also collected details from consumers through survey
method by using the technique of questionnaire.
The Secondary Data for this study has been collected by referring to various
records of coca-cola India Ltd., it was also collected from some important
journals magazines, text book and websites.
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1.5 LIMITATIONS OF THE STUDY :
Time restriction. The information, which was needed, could not be made public by the
organization.
Discussion with all related officials was not possible. The study covered a vast concept hence wide collection and coverage
of information was not easily possible.
Duration for the study was another limiting factor as the report was tobe completed in 6 weeks time
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CHAPTERII
2.1 MEANING :
The first concept to be understood in marketing management is Market.
The term Market is derived from the Latin work Maratus. This means
merchandise, wares, traffic, trade or place of business. This term has been
defined by many in many ways. But its central theme is that it is an activity
which centers round two important operations viz,. BUYING and SELLING.
Simply, it means an Exchange Activity.
2.2 DEFINITION :
According to Chapman, the marketing can be defined as, Market is a
group of sellers and buyers who are willing to exchange goods and or services for
something of value. Of course, some negotiation may be needed. This can be
made face to face at some physical location. Or it can be done indirectly through
a complex network of middlemen who link buyers and sellers who are far apart.
ChapmanAccording to Mitchell, the market can be defined as, Originally, a market
was a public place in a town where provisions and other objects were exposed for
sale, but the work has been generalized to mean any body of persons who are
having intimate business relations and carry on extensive transactions in any
commodity.
Mitchell
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2.3 IMPORTANCE OF MARKETING :
Marketing plays an important role in the success of a business enterprises,
Marketing is primarily concerned with movement of goods and services from the
producer to the consumers in order to satisfy their needs. Marketing contributes
directly to keep the wheels of the organization moving on the path to progress
and prosperity.
The importance of marketing is explained as follows :
Marketing helps in the realization of the objectives for which theorganization has been set up. In fact, effective marketing is essential for the
survival and growth of the organization.
It helps the community to satisfy their economic and social needs and thusraise their standard of living. It ensures better deal and services for the
consumers. It helps the enterprise to fulfill its social responsibilities.
It helps in producing those products that are needed by the consumers andcommunity at large. It activates the production consumption chain. Thus, it
helps in an efficient and productive utilization of resources, both human
and materials, eliminating wastages.
It helps the enterprise to adapt to the changing conditions andcircumstances.
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It provides guidance to the organization on the innovations to be adopted,enabling it to face competition more squarely.
It helps the enterprise in achieving the maximum efficiency, productivityand profitability with the minimum of effort and cost.
It ensures the economic growth of the enterprises which results in growthand economic development of the county.
2.4 NATURE AND SCOPE OF MARKETING :
The following are the Nature and Scope of the Marketing are as follows :
1. Marketing is consumer oriented process : A business exists to satisfyhuman needs. Therefore, it is essential that the organization must first find
out the customers needs. Only such goods should be produced which best
satisfy consumer needs. In the words of Levett, instead of trying to market
what is easiest for us to make, we must find out much more about what the
consumer is willing to buy.
2. Market starts and ends with the customer : Marketing starts even beforeproduction starts. Under consumer oriented marketing, it is essential to
understand what customers really want. Understanding of customer wants
is possible only when the information is collected from the customers
regarding their tastes, fashion, buying habit etc. therefore, establishment of
proper information system is essential for the success of the marketing
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function. Marketing research helps the organization to understand
customer wants. Reliable information helps the organization to produce
right type of goods that are needed by the consumer. This helps in
satisfying both the customers and the organization.
3. Marketing is the guiding element of business : In the past marketing wasconsidered as a function concerned with getting goods and services into the
hands of considered as a function concerned with getting goods and
services into the hands of customers. Today marketing is much more than
this. Modern marketing is a function directed towards economic
development of the country and in raising the standard of living of the
people. Modern marketing involves the integration of various activities
involved in marketing process. The responsibility of modern marketing is
to reach customers at a maximum speed with minimum cost.
4. Marketing is a system : Marketing has been viewed as an ongoing ordynamic process involving a set of interacting and interrelated activities to
reach customer. It receives inputs from the environment in the form of
valuable information. Using these valuable information, organization
supply the desired products and services to satisfy customer needs and
thereby earns profit.
5. Marketing is a goal oriented process : Marketing seeks to achieve someuseful goals like any other business activity. The very basic aim of
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marketing is to generate considerable amount of profit through customer
satisfaction. Increase in volume of sales, increase in profit and increase in
growth are the three objectives of marketing. While attaining these
objectives, organizations should assume social responsibilities to a greater
extent.
6. Marketing is a process of exchange : Marketing essentially a process ofexchange. Goods and services are exchanged between the buyers and the
sellers. Goods and services are handed over to the buyers by the
organizations and the customers in turn gives money to the organization.
One more important exchange observed in marketing is information.
Marketing information is exchanged between the buyers and the sellers.
Information is power. Information is the foundation on which the
organization success depends.
7. Marketing is a process : Marketing involves various functions to beperformed in an order. Various activities should be properly related. Thisprocess should be flexible. Any changes in social and environmental
factors influence the marketing process. Therefore, marketing management
should have a watch on these changes, the process should be improved to
suit these changes.
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2.5 ROLE OF MARKETING IN ECONOMIC DEVELOPMENT
Marketing and trade play vital roles in the economic growth and overall
development of a nation. The major roles or marketing and trade in the national
economy can be thought of in terms of :
Specialization in Activities of Comparative Advantage :Without market facilities, areas must maintain diversified activities to produce
their own food, shelter, tools and other needs goods. In the presence of a market,
however an individual can specialize in one activity and sell the surplus in order
to purchase other needed goods. The individual is likely to specialize on the basis
of a comparative advantage in that activity for which he or she has some special
resource or ability. A comparative advantage exists when an individual or region
can produce a good, relative to the price of other goods, more cheaply than
another individual or region. In livestock production, comparative advantage is
often the result of agro ecological conditions particular to a region making it
suited to certain specialized activities.
Specialized activities lead to trade. The gains from trade will be the value
of additional production made possible through specialization and trade. The
exact gains from trade will depend on the market prices of the goods with and
without trade. This concept applies equally to individuals, who use their
comparative advantage to specialize in one task, selling their products to trade for
the other goods they need.
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Enhanced Resource use Efficiency and Trade :Through specialization and trade, a community is better able to utilize its
limited resources. Specialization and the resulting efficiency of resource use is
the basis for economic growth and development. As markets and economies
develop, surpluses occur more frequently in profitable activities, creation new
wealth, while products are moved greater distances than before. Thus, trade is a
necessary ingredient for economic growth. Marketing is simply the means by
which trade occurs.
Advances in Marketing with Economic Growth :As economic growth proceeds, several changes in marketing take place, with
economic development, the activities and tasks of marketing increase. Activities
such as storage and processing, packaging and retail distribution become more
important. Greater activity moves away form the site of production and towards
marketing. This, in turn, creates employment opportunities and further
specialization. Since livestock products typically have positive income elasticity
of demand, economic growth can lead directly to new opportunities for
production.
With development, more economic agents may enter trade, helping to improve
marketing services and in some cases, allowing the market to capture external
economies of scale.This refers to a situation where the presence of many agents
allows each one to operate at a lower cost. An example is the case where
increased trade in some commodity , which lowers per unit storage costs. The
physical infrastructure can also be affected in a positive way by large markets, in
the form of better roads and communication, offering the potential for external
economies of scale.
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2.6 BENEFITS TO THE SOCIETY :
The market provide many benefits to the society, some of are as follows :
1. Delivery of Standard of Living : Market is of critical social importance,because it has been given the responsibility and task of creating, raising
and maintaining the standard of living of the society. This is the special
demand of the people. Only customer oriented business enterprise can
succeed in discharging this responsibility.
2. Employment and Income : Marketing is essential for providingincreasing employment opportunities so that we can have effective demand
in the market. Continuous production is governed by continuous
marketing. Marketing offers employment and income to about 30 to 40 per
cent of the total population. It assumes special importance in India as a
major source of livelihood or gainful employment.
3. Equilibrium between Supply and Demand : Marketing system canassure equilibrium between supply and demand through the process of
equalization and thereby we can have price stability as well as economic
stability. If we have balance between production and distribution, there
will be no danger of boom and slump in our economy. If supply exceeds
demand, there will be depression. If demand exceeds supply, there will be
inflation and rising prices. Marketers can indicate the precise market
demand to the production managers. In essence, marketers are managers of
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demand. Of course, in practice, supply is adjusted with changing demand
as consumer demand is not directly controlled by marketers.
4.
Creation of Utilities : Marketing as an economic activity create time,place and possession utilities. Merchandising creates form utility.
Exchange create ownership and possession utilities. Transport creates
place utility. Storage creates time utility. Promotional activities create
information utility. Hence, marketing activities create or add value through
form, Place, time, ownership, possession and information utilities.
5. Economic Development : Marketing development can initiate integrationof and agriculture industry, can bring about maximum utilization of present
productive capacity and can develop entrepreneur and managerial talents
particularly in underdeveloped countries. Thus marketing can bring about
rapid development in underdeveloped or developing countries.
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CHAPTERIII
3.1 INDUSTRY PROFILE :
The global market consists of two major players; PEPSI and COCO-
COLA. Both have universal brand names. They are available in almost 200
countries Coco-cola products are served in more than 160 countries, with the
emerging middleclass and higher purchasing power the expenditure on soft
drinks is bound to increase considerably; this is possible only through intense
marketing, which has led to cut-throat competition and the famous cola wars.
Asian youth are among the worlds fastest growing consumer segment
today. China, Indonesia and India make up three of the worlds 4 biggest soft
drink markets. The fortune 500 majors have duly acknowledged the potential
and consumption of beverages, in India, in particular.
The study growth and increasing sales show a highly rewarding future for
the soft drinks business in India. Not only have the sales increased but the bottle
sizes have also increased from 250 ml to 300 ml. of the total volume, almost 50%
is contributed by the colas alone, which are the most widely consumed and
promoted drinks internationally. In the cola category, Coco-cola is seen as the
most aggressive of the lot, followed by Thumps Up from the COCO-COLA
portfolio and thirdly COCO-COLA, itself.
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Other highlights of the Indian soft drink Industrial market are as under:India is a young country with 20.4% of its population lying in the age
group of 15-24 years, which is where the potential for soft drinks lie.
While the per capita consumption of soft drinks in the United States is
about 770 servings and 62 servings outside the United States, the per capita
consumption in India is a ridiculously low figure of 3 servings per year, which is
lower than the average consumption in Pakistan and Bangladesh.
For a population of over 1200 million, India has only 3.15 lakh retailers
who stock soft drinks whereas a country like Philippines, with a population 60
million, has 4.5 lakh retail outlets.
It takes an Indian 1.5 hour of work to be able to buy a soft drink while in
other developed countries it takes only 5 minutes.
In India consumers pay at least 13 times more than an American for acarbonated soft drink. Soft drink sales have great seasonal fluctuations in India
with sales peaking in summers and plummeting in the other seasons. However,
soft drink giants are aggressively aiming to make it an anytime drink.
Even today, consumption of soft drinks in India is mostly restricted to
special occasions. Consumption of soft drinks is still considered a luxury in
India.
The soft drinks industry in India faces many challenges. The soft drinks
bottling operation is a capital intensive business, with investment at four levels
i.e. cost of plant and equipment, investment in bottles and crates, transportation
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and cooling structure at retail outlets? In India, the soft drink industry is
suffering greatly due to lack of capacity and infrastructure. Additionally, most of
the retailers sell a drink for anywhere for Rs.12, thus making it expensive for the
customers, as compared to their purchasing power. Most of the people in India
are below the poverty line.
But the soft drink market in India has been undergoing tremendous
changes since the liberalization of the economy. The industry is growing at a rate
of 20% per annum. The arrival of the big giants has caused a phenomenal change
in the industry. The face of the soft drink industry is expected to thoroughly
change in the coming years.
3.2 HISTORY OF SOFT DRINKS :
Soft drinks can trace their history back to the mineral water found in
natural springs. Bathing in natural springs has long been considered a healthy
thing to do and mineral water was said to have curative powers. Scientists soon
discovered that gas carbonium or carbon dioxide was behind the bubbles in
natural mineral water. The first marketed soft drinks (non-carbonated) appeared
in the 17th century, they were made from water and lemon juice sweetened with
honey. In 1676, the Compagnie de Limonadiers of Paris were granted a
monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of
lemonade on their backs and dispensed cups of drink to thirsty Parisians.
In 1767, the first drinkable man-made glass of carbonated water was
created by Englishmen Doctor Joseph Priestley. Three years later, Swedish
chemist Torbern Bergman invented a generating apparatus that made carbonated
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water from chalk by sulphuric acid. Bergman's apparatus allowed imitation
mineral water to be produced in large quantities.
In 1810, the first United States patent was issued for the "means of mass
manufacture of imitation mineral waters" to Simons and Rundell of Charleston,
South Carolina. However, carbonated beverages did not achieve great popularity
in America until 1832; First, John Mathews invented his apparatus for making
carbonated water, and then he mass-manufactured his apparatus for sale which
gained great popularity.
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Time line of soft drinks industry :1798: The term "soda water" first coined.
1810: First U.S. patent issued for the manufacture of imitation mineral waters.
1819: The "soda fountain" patented by Samuel Fahnestock.
1835: The first bottled soda water in the U.S.
1850: A manual hand & foot operated filling & corking device, first used for
bottling soda water.
1874: The first ice-cream soda sold.
1876: Root beer mass produced for public sale.
1881: The first cola-flavored beverage introduced.
1885: Charles Aderton invented "Dr Pepper" in Waco, Texas.
1886: Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.
1892: William Painter invented the crown bottle cap.
1898: "Pepsi-Cola" was invented by Caleb Bradham.
1899: The first patent issued for a glass blowing machine, used to produce glass
bottles.
1913: Gas motored trucks replaced horse drawn carriages as delivery vehicles.
1919: The American Bottlers of Carbonated Beverages formed.
1920: The U.S. Census reported that more than 5,000 bottlers now exist. Early
1920's the first automatic vending machines dispensed sodas into cups.
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1923: Six-pack soft drink cartons called "Hom-Paks" created.
1929: The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-
Lime Sodas" later called "7 Up". Invented by Charles Leiper Grigg.
1934: Applied color labels first used on soft drink bottles, the coloring was baked
on the face of the bottle.
1952: The first diet soft drink sold called the "No-Cal Beverage" a gingerale sold
by Kirsch.
1957: The first aluminum cans used.
1959: The first diet cola sold.
1962: The pull-ring tab first marketed by the Pittsburgh Brewing Company of
Pittsburgh, PA. The pull-ring tab was invented by Alcoa.
1968: The Schlitz Brewing Company introduced the "Pop Top" beer can to the
nation in March, invented by Ennal Fraze of Kettering, Ohio.
1972: Soft drinks in cans dispensed from vending machines.
1975: The resalable top invented.
1976: The American Bottlers of Carbonated Beverages renamed The National
Soft Drink Association.
1982: Plastic bottles are used for soft drinks.
1983: The PET (Polyethylene Terephthalate) bottle created.
1989: The stay-on tab invented. Introduced by the Falls City Brewing Company
of Louisville, KY.
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1994: Mello Yello soft drink is introduced by the Coca-Cola Company as
competition against Mountain Dew.
2007: The "talking" vending machine invented.
2009: Nearly 2009, PepsiCo announced plans to release versions of Pepsi and
Mountain Dew with pure cane sugar as its main sweetener, and without the citric
acid found in regular Pepsi, on a limited time basis. The original shipment went
on sale in April 2009, and ended in June. Sales were strong for both, prompting
PepsiCo to release a 2nd limited batch for December 2009February 2010.
The second batch version of Mountain Dew Throwback from December
2009 differed slightly in its formula from the first batch from April 2009, in that
it now included concentrated orange juice as one of its ingredients, giving it a
slightly different flavor more in common with Mountain Dew presently available.
2010 : A third batch was released on July 31, 2010, again as a five week limited
release. On October 12, Consumerist.com reported that Pepsi has decided to
continue offering the Throwback line as long as people continue to buy it.
A fourth batch started to appear in stores in late December 2010, removing
the limited time only logo from the case packaging. At the same time, Sierra
Mist, a drink that debuted in 1999 and had always been made with high fructose
corn syrup, also had a sugar-based formula released under the name "Sierra Mist
Natural." Sierra Mist Natural has since replaced the HFCS-based Sierra Mist as
the primary Sierra Mist formula.
2011 : In January 2011, Pepsi Throwback began appearing in 12 pack 355ml
cans as well as 591mL bottles across Canada
http://en.wikipedia.org/wiki/Citric_acidhttp://en.wikipedia.org/wiki/Citric_acidhttp://en.wikipedia.org/wiki/Sierra_Misthttp://en.wikipedia.org/wiki/Sierra_Misthttp://en.wikipedia.org/wiki/Sierra_Misthttp://en.wikipedia.org/wiki/Sierra_Misthttp://en.wikipedia.org/wiki/Citric_acidhttp://en.wikipedia.org/wiki/Citric_acid7/28/2019 Cocacola Final
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4 COMPANY PROFILE :
Columbus, Georgia druggist John Stith Pemberton
invented a cocawine called Pemberton's French Wine Coca in
1885, although it was originally meant to be a headache
medicine.
The same year, when Atlanta and Fulton County passed prohibition
legislation, Pemberton began to develop a non-alcoholic version of the French
Wine Coca. His book keeper (and later lead Marketer), Frank Robinson, coined
the name Coca-Cola, because it included the stimulant cocaine and was flavoredusing kola nuts, a source of caffeine. Pemberton called for 5 ounces (140 grams)
of coca leaf per gallon of syrup. The first sales were made at Jacob's Pharmacy in
Atlanta, Georgia, on May 7th, 1886, and for the first eight months only an
average of nine drinks were sold each day. Pemberton ran the first advertisement
for the beverage on May 29th that year in the Atlanta Journal.
Coca-Cola was initially sold as a patent medicine for five cents a glass.Pemberton claimed Coca-Cola cured myriad diseases, including morphine
addiction, dyspepsia, neurasthenia, headache, and impotence.
In 1887, Pemberton sold a stake in his company to Asa Griggs Candler, who
incorporated it as the Coca Cola Corporation in 1888. In the same year,
Pemberton sold the rights a second time to three more businessmen: J.C.
Mayfield, A.O. Murphey, and E.H. Bloodworth.
Meanwhile, Pemberton's son Charley Pemberton began selling his own version
of the product. Three versions of Coca-Cola sold by three separate businesses
were in the market.
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Under Candler and Woodruff :
In an attempt to clarify the situation, John Pemberton declared that thename Coca-Cola belonged to Charley, but the other two manufacturers could
continue to use the formula. So, in the summer of 1888, Candler sold his
beverage under the names Yum Yum and Koke. After both failed to catch on,
Candler set out to establish a legal claim to Coca-Cola in the late 1888, in order
to force his two competitors out of business. Candler apparently purchased
exclusive rights to the formula from John Pemberton, Margaret Dozier, and
Woolfolk Walker. However, in 1914, Dozier came forward to claim her signature
on the bill of sale had been forged, and subsequent analysis has indicated John
Pemberton's signature was most likely a forgery as well.
In 1892, Candler incorporated a second company, The Coca-Cola
Company the current corporation. In 1910, Candler had the earliest records of
the company burned, further obscuring its legal origins. Regardless, Candler
began aggressively marketing the product the efficiency of this concerted
advertising campaign would not be realized until much later. Candler pioneered
several promotional techniques, such as the distribution of vouchers for free
glasses of Coca-Cola, and advertising through media, varying from soda fountain
urns to wall murals.
Coca-Cola was sold in bottles for the first time on March 12 th, 1894. The
first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn
Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original
bottles were of six-ounce (170-gram) Hutchinson bottles manufactured by
Biedenharn and sealed with a rubber gasket. Reportedly leaky, they were soon
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replaced with "crown top" bottles with straight sides, and sealed with a metal cap;
variants of this design remain in use today. The distinctive "hobble-skirt" bottle
design now associated with Coca-Cola was introduced in 1915.
Initially, Candler was tentative about bottling the drink, but the two
entrepreneurs who proposed the idea were so persuasive that Candler signed a
contract giving them control of the procedure. However, the loosely termed
contract proved to be problematic for the company for decades to come. Legal
matters were not helped by the decision of the bottlers to subcontract to other
companies in effect, becoming parent bottlers. This meant that Coca-Cola was
originally sold in a wide variety of bottles, until the introduction of the iconic,
standardized "hobble-skirt" bottle in 1916.
After the advent of bottling, the company began taking advertising even
more seriously than it had before, hiring William D'Arcy, whose creations set the
tone for Coca-Cola advertising that his successors would follow. D'Arcy
associated Coca-Cola with typical everyday scenes of people going about their
daily business; his personal view was that "Coca-Cola advertising should create
scenes that drew people in and made them part of the pleasant interludes of
everyday life". Instead of targeting particular population segments, D'Arcy
attempted to appeal to as broad a class of people as possible, with advertising
copy such as "all classes, ages and sexes drink Coca-Cola".
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After Candler, the next executive to
have a major impact on Coca-Cola's future
was Robert Woodruff, who focused on
expanding the scope of the business to the
rest of the US. A noted workaholic,
Woodruff continued to have a major
influence on the business long after his
retirement until his death in the 1980s.
Woodruff inherited leadership of the
company from his father, Ernest Woodruff, who had successfully led a campaign
to takeover the company from Candler in 1919. Woodruff became President of
the Coca-Cola Company four years later. Emphasizing quality in the production
of Coca-Cola, he initiated a "Quality Drink" campaign aimed at properly training
those who served Coca-Cola at soda fountain outlets. Woodruff was also
influential in establishing quality standards for the bottled version of Coca-Cola,
which he thought had great potential. Looking beyond the United States, he set
up a foreign department of the company in 1926, and began opening
manufacturing plants in various European and Central American countries. It was
Woodruff who assumed responsibility for designing Coca-Cola's foreign
advertising campaigns, affixing the company logo to racing dog sleds in Canada
and Spanish bullfighting arenas. He also introduced some new forms of
distributing Coca-Cola, such as the six-pack carton, which made bulk purchases
of Coca-Cola substantially easier.
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In 1929, the onset of the Great Depression led to fears that sales might be
depressed for the year. However, an advertising campaign spearheaded with the
slogan "the pause that refreshes" led per capita consumption of Coca-Cola to
actually double. That same year, sales of bottled Coca-Cola overtook those of
Coca-Cola sold at soda fountains for the first time. Throughout the Great
Depression, Coca-Cola advertising continued to be upbeat, despite the bleak
economic outlook; a 1935 advertisement depicted a man nonchalantly smiling on
his way to work, presenting an idealised view of American life at the time. The
proliferation of Coca-Cola and a newcomer to the soft drink market, Pepsi,
during this period led to a decline in the sales of Moxie, which had outsold Coca-
Cola as recently as 1920, and continued to rival Coca-Cola's dominance of the
American market. The decision of its manufacturer to cut back on advertising
expenditure led to Moxie's eventual marginalization in the United States.
The Great Depression, however, also saw a setback for Coca-Cola with the
arrival of a new competitor Pepsi; by offering twelve-ounce bottles for the
same price (five cents) as Coca-Cola's six-ounce bottles, as well as a musical
jingle in its advertising campaign, PepsiCo succeeded in becoming a challenger
to Coca-Cola's dominance of the American market, with its profits doubling from
1936 to 1938.
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Growth Drivers :
Product and package innovationNon-carbonated beverage and food expansion Growing product availability through cold drink equipment placement and
outlet expansion.
Improved customer service and in-market activation Revenue management and cost discipline
People :
At COCA COLA people are their business. It foster an open and inclusive
environment in which their people can strive to always look for a better way.
They actively promote diversity and equality in their workplace. They
know their people work hard and, as they move forward, they are putting
measures in placed to encourage a healthy work-life balance for their employees.
They are committed to providing and maintaining a safe and healthy workplace
for all employees, suppliers, contractors and visitors. They constructively deal
with their people in good faith, while respecting their relationships with their
people and/or any representatives they may choose.
These commitments not only meet all legal requirements and national
standards in the countries in which they do business, but also cultivate a highly
motivated, productive and committed workforce that drives their business
success.
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Work-life balance :
COCA-COLA recognizes that their employees are constantly juggling
commitments from their home, work and personal lives. At different times in an
employees career they may need greater work flexibility and they aim to assist
them in achieving a healthy work-life balance.
They provide a number of employee benefits including flexible working
arrangements through their Flexible Work Options Policy, such as job sharing
and part-time work, volunteer services leave, and paid parental and adoption
leave.
In 2006, in recognition of the fact that their employees may wish to take
more than their usual annual leave entitlement, they introduced Annual Leave
Salary Sacrifice Plan, whereby employees are able to purchase additional annual
leave.
Learning and Development :
COCA-COLA employs quality people and develops them for current and
future roles within a climate of continual learning.
They provide appropriate and meaningful learning opportunities so that
their employees can perform at their maximum potential and develop personally
and professionally.
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They believe that a productive learning and development environment can be
achieved through the consistent application of these basic steps:
Incorporating Learning and Development into Functional BusinessPlans.
Ensuring access and equity in the provision for and conduct of trainingand assessment opportunities via their individual development plans for
employees.
Educating employees about learning and development opportunities. Providing performance management materials on their intranet.
Remuneration :
COCA-COLA believes in paying competitively within each market in
which they operate. They hold each other accountable for performance and
reward employees commensurate with their performance.
Their remuneration and benefits are reviewed regularly to ensure they are
fair and in line with the current market.
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Equal Employment Opportunity and Diversity
At COCA-COLA, they value diversity. They believe in equal opportunity
employment and foster a work environment which is inclusive and allows all
employees to develop both personally and professionally. They are committed to
providing a safe and harmonious work environment free from harassment and
discrimination and in line with legislative requirements. OurWorking Together
Policy outlines this commitment.
In addition, there are a number of procedures and initiatives in place that
ensure they fulfill their commitment to being an equal opportunity employer.
Initiatives, such, increasing the number of women in their workplace ensure that
they continue to improve in this area.
Occupational Health and Safety (OH&S) :
The occupational health, safety and welfare of all employees are of
primary concern to Coca-Colas management. They are dedicated to the
provision of a healthy and safe workplace.
They acknowledge that OH&S is the responsibility of management and
every employee, and they recognize the importance of leading and promoting the
highest principles and practices to ensure health and safety across their
operations.
http://www.ccamatil.com/files/1/Working%20Together%20Policy%20V01.1%2001-12-05.pdfhttp://www.ccamatil.com/files/1/Working%20Together%20Policy%20V01.1%2001-12-05.pdfhttp://www.ccamatil.com/files/1/Working%20Together%20Policy%20V01.1%2001-12-05.pdfhttp://www.ccamatil.com/files/1/Working%20Together%20Policy%20V01.1%2001-12-05.pdfhttp://www.ccamatil.com/files/1/Working%20Together%20Policy%20V01.1%2001-12-05.pdfhttp://www.ccamatil.com/files/1/Working%20Together%20Policy%20V01.1%2001-12-05.pdf7/28/2019 Cocacola Final
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This is evident through their health and safety philosophy :
All accidents, incidents and occupational illnesses are preventable. All managers are accountable for the management of health and safety,
injury management and workers compensation.
Executive management has direct involvement in the OH&SManagement System and Workers Compensation System.
Occupational health and safety is a condition of employment and allemployees are responsible for complying with legislative and company
OH&S requirements.
Training is a critical component of the OH&S, compensation and injuryprograms.
Safety audits and inspections are carried out by all organization levels. All hazards and deficiencies shall be corrected promptly. Off-the-job health and safety is an important part of the health and safety
effort.
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INDIAN SCENARIO OF SOFT DRINKS INDUSTRY :
According to government estimates, soft drinks
marketed in India were 6540 million bottles in March 2001.
The market growth rate, which was around 2-3% in '80s,
increased to 5-6% in the early '90s and is presently 7-8% per
annum. Most of the sales of soft drinks takes place during
summers while just 5-6% of total sales takes place in winters. In summers, the
high season lasts for 70-75 days, which contributes more than 50% of the yearly
sales. In terms of regional distribution cola drinks have main markets in cities and
northern states of UP, Punjab, Haryana etc.
Orange flavored drinks and sodas are popular in southern
states. Western markets have preference towards mango-
flavored drinks. Non-alcoholic beverage market can be divided
into fruit drinks and soft drinks. Soft drinks available in glass,
bottles, aluminum cans, PET bottles or disposable containers can
be divided into carbonated and non-carbonated drinks. Cola, lemon and oranges
are carbonated drinks which includes mango drinks. Soft drinks can also be
divided into cola products and non-cola products. Cola products in Indian include
brands like Pepsi Cola, Diet Pepsi, Coca- Cola, Diet Coca-Cola, and Thumps up.
Cola drinks account for nearly 61-62% of the total soft drinks market in India.
Non-Cola products account for 36% of the total soft drink market.
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How Coco-cola Entered India :Coca-Cola was forced to leave India in 1977, and Fernandez had
personally cited this to Cola in his letter when coke was toying around the idea to
enter India. It was upto coco-cola to offer a very good package to the Indian
government. The promises that coco-cola made played a central role in bringing
about an agricultural revolution and employment in the state of Punjab (This was
a wonderful offer, given the political/social unrest in Punjab during 1980s).
Focus on food and agro-processing; only 25% of the investment would befor soft drinks business.
Boost the image of Indian products in foreign markets. Creation of 50,000 jobs in India.
Finally, in 1988, it entered India, as a 'Lehar Pepsi' brand (remember that
funny sketch comes for 7-up these days?) Pepsi's entry into India was even noted
by marketing gurus like Philip Kotler, who said, that Pepsi, apart from using the
4Ps, also used politics and Public Opinion in the process. But, did Pepsi keep all
its promises? It didnt, and thankfully, India liberalized, and Pepsi was partly
saved. But, Pepsi had done good things for this country. It brought about an
amazing increase in tomato production, through contract farming. It also offered
its contract farmers with advanced equipments free of cost. It also setup an agro-
based research center in Punjab and Karnataka.
Whether Pepsi kept its promise or not, whether the 'pesti'-factor is true or
not, it is a matter of no concern as far as the scope of this survey is concern. What
is to be seen in the case of 'Pepsi's entry is the way in which it was executed - a
strategic coordination of economic, psychological, political and public relations
skills to gain the cooperation of a number of parties in order to enter India. In
short, we call it in marketing jargon as Mega Marketing!
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5. PRODUCT PROFILE :
Over the years Coca-Cola has gone through a series of Presidents and
CEOs. These men include Herbert Barnet, Donald M. Kendall, Vic Bonomo,
John Sculley, Roger Enrico, and Craig Weatherup with each of these men helping
coco-cola grow by leaps and bounds. The rest of this profile could go into the
contributions of each of these men.
Coco-Cola has achieved huge success as a soft
drink. However, this was a two sided coin in that Coco-
Cola was also seen as a cheap soda. Coco-cola had to
change this perception, and to do so they switched their
marketing strategy. Starting in 1958 coco-cola began to
lose its reputation as a bargain soda, and instead started
becoming a soda that was preferred by fashionable young
adults. By the mid 1960's the United States was full of
teenagers that had been born shortly after World War II. They were the "Baby
Boomers" and they were also the "coco-cola Generation." Coco-cola also
continued to keep its product from becoming old fashioned by occasionally
making small changes in packaging throughout the years. They updated their
logo, they replaced the straight sided bottle with the "Swirl" bottle, and also
moved from the 12 ounce bottle to a 16 ounce bottle.
Coco-cola also started providing other lines of products. They introduced
Teem (a lemon/lime based soda). They purchased and went national with
Mountain Dew, and also introduced Slice, and started offering a diet version of
coco-cola as well. However, one of the biggest changes to occur to coco-cola
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happened in 1965 when they merged with Frito-Lay and became PepsiCo,
Incorporated.
In 1975 coco-cola introduced the coco-cola Challenge. This was a
marketing campaign where they set up a blind tasting between their product and
that of their arch-rival Coca-Cola. During these blind taste tests, majority of the
participants picked coco-cola as the better tasting of the two soft drinks. Over the
next several years coco-cola went on to expand this " coco-cola Challenge"
throughout the nation. They also started designing television commercials that
reported the results of these tests to the public at large. coco-cola also continued
to invest heavily in advertising and started using celebrities such as Michael
Jackson, Tina Turner, Michael J. Fox, Joe Montana, Dan Marino, Vice
Presidential contender Gealdine Ferraro, and many others to help them market to
the
"New Generation." It wasn't long before coco-
cola became the number one soft drink sold in
American supermarkets and they were closing in on
becoming the most popular soft drink sold in the
nation.
The coco-cola Challenge and the coco-cola
advertising blitz were clearly having an effect with more and more people
switching from Pepsi to Coca-Cola. As a result other soft drink company made
the decision to change their formula to taste more like coco-cola. Of course,
coco-cola took advantage of this situation and really had a field day making fun
of other soft drink companies. The president of Pepsi, Roger Enrico, gave his
employees a day off by declaring a holiday to celebrate the day they won the cola
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wars. Television commercials, full page ads in major newspapers, and lots of
comedians all on their own, took their shots as well. There was such uproar to
this formula change that within a couple of months Coca-Cola had brought back
the original Coca-Cola. After switching back to their original formula, Coca-Cola
and Pepsi continued to battle it out for supremacy in the cola wars. coco-cola
continued to make some great commercials. They featured famous personalities
such as Ray Charles, Shaquille O'Neal and others.
coco-cola also moved into other beverage categories by working out deals
with Lipton, Ocean Spray, and Starbucks. coco-cola has continued to expand
globally throughout the years until practically every nation on the face of the
earth either has a bottling plant of their own, or can at least buy a bottle of Pepsi.
By 1993, Coke-Cola profits had surpassed $1 billion, and in 1998 Coco-cola
celebrated its 100th anniversary.
Carbonated Soft Drinks and Functional beverages :
Coca-Cola manufactures and distributes a range of carbonated soft drinks
and functional beverages. Many of the brands are trademarks of The Coca-Cola
Company such as Lift, Sprite, Fanta and Powerade. It also controls a portfolio of
its own beverages including Kirks and Deep Spring.
Health and Wellbeing :
In recent years Coca-Cola Company has become a broader beverage
company, offering different solutions for different drinking occasions.
Water,Juice and low calorie CSD's are increasingly becoming the growth
categories of its business.
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In 2004 Coca-Cola Company acquired SPC Ardmona. This acquisition
moved into the food manufacturing and distributing business.
Some ofCoca-Cola Beverage Brands:
Coca-Cola
Sprite
Thumps Up
Fanta
Maaza
Finley water
COMPETATORS OF COCA COLA:
Pepsi
Slice
7up
Aquafina
Mountain Dew
Other beverages
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PRODUCTS OF COCA-COLA :
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CHAPTER6
THEORETICAL ASPECTS
6.1 INTRODUCTION :
The term Consumer refers to a person who buys goods or services for his
personal or household use and not for resale.
Consumer behaviour is that behaviour exhibited by consumers in planning,
purchasing and using economic goods and services for the satisfaction of their
wants.
Prof. Paul G. W and Prof. Walter C. G define Consumer behaviour is the
process whereby individuals decide what, when, where, how and from whom to
purchase goods and services.
Buying behaviour is a process where potential customers are subjected to
various stimuli. The customer is regarded as a Black box as we cannot see what is
going on his mind. He responds to the stimuli or inputs and may purchase some
product or service of interest to the marketing management.
6.2 MODEL OF BUYER BEHAVIOUR :
The model of buyer behaviour is stimulus-response model. Response may
be decision to purchase or not purchase.
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Under the systems view of buyer behaviour, we have :
1. Inputs.2. Processing.3. Outputs.4. Feedback loop.
Since, the buyer behavior is the corner stone of the marketing strategy,
manager should be aware of different models or theories which determine the
buyer behaviour.
6.3 DETERMINANTS OR MODELS OF CONSUMER BEHAVIOUR :
The following are the important determinants or models of consumer behavior :
1. Economic model.
2. Psychological model.
3. Socio-cultural model.
4. Organizational model.
5. Government regulation.
4.4 TYPES OF CUSTOMERS :
The marketing manager should have the knowledge of various types of
customerstheir attitudes and behavior and ability to recognise and handle them.
A sales man must be aware of all customers are not like men many minds. Each
customer has his own personality and his psychological make-up.
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consumer evaluates the purchase and the satisfaction it is or is not delivering. Let
us now describe briefly the five steps in the purchase decision process.
1. Perceived want or Desire : Buying process begins when a person beginsto feel that a certain need or desire has arisen and ti has to be satisfied.
Needs may be ignited by internal stimulus or some external stimulus called
a sign or cue. The intensity of want will indicate the speed with which a
person will move to fulfill the unsatisfied want. Communication-mix not
only triggers true needs and desires of customers but also offers attractive
cues or selling points in the buying process.
2. Information search : aroused needs can be satisfied promptly when thedesired product is not only known but also easily available. Consumer can
tap many sources of information, e.g. family, friends, neighbors, opinion
leaders, and acquaintances. Marketers also provide relevant information
through salesmen, advertise, dealers, packaging, sales promotion, and
window display. We have also mass media like newspapers, radio,
television.
3. Evaluation of Alternatives : Available information can be employed toevaluate the alternatives. This is the critical stage in the process of buying,
particularly costly durable goods
.
4. Purchase Decision :while the consumer is evaluating the alternatives, she/hewill develop some likes and dislikes about the alternative brands. This attitude
towards brands influences her/his intention to buy.
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5. Post Purchase Experience and Behaviour : The brand purchase and theproduct use provides feedback of information regarding attitudes. If the
level of satisfaction derived is as per expectations, it will create brand
preference influencing future purchase. But if the purchase brand does not
yield desired satisfaction negative feelings will occur and this will create
anxiety and doubts. This phenomenon is called cognitive dissonance. the
consumer will wonder whether he/she would have been better off by
buying a kelvinator refrigerator. The greater the importance of your
purchase decision and more the attractiveness of your reflected alternative,
the higher will be the degree of dissatisfaction or dissonance.
6.6 MARKETING STRATEGY OF COCO-COLA SOFT
DRINKS :
Product Mix :Coco-cola Company manufactures and markets, a wide arrange of
products such as Slice, Sprite, Maza, and Thumsup, which include Mineral
and Heavy Flavor Coating for maintenance purpose. Coco-cola soft drink
provide wide range of color and quantity and different kinds of surface. All
the Flavor are created by Coke company. They Manufacture the product
according to the Indian Taste.
Distribution Mix :In Karnataka, the distribution network of the company consists of 56
sales offices and 16 Regional Distribution centers each with its own
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warehouse distributing products to cater over 15,000 retail outlets and
Resorts users spread across the country.
In every place where there is a population of around 20,000 there is an
coco-cola product dealer. There is no middle men or sub stockiest. When
an order placed to the company the company distributes the goods to the
dealer directly from its own godown.
As there are no middle men, the service is fast. It reaches to the end
user i.e., the consumers in a very short time. In Hagaribommanahalli the
company has got 6 dealers.
Promotion Mix :The company promotes the products through advertisement in
Television, maga- zines etc. The ads are created bearing in mind, the
culture, people, area etc. The ads are seasonal in nature. The advertisers for
coco-cola product is O and M (Oglive and Mother). Most of the ads are
created on the basis of the family as the members of the family and taste of
the students who decides the taste according to them.
Price Mix :The prices of the products of the company are on par when
compared with the other companies in the organized sector.
6.7 MARKET RESEARCH :
Coca-Cola's most senior executives commissioned a secret effort named
"Project Kansas," headed by marketing vice president Sergio Zyman and Brian
Dyson, president of Coca-Cola USA, to test and perfect the new flavor for Coke
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itself. It took its name from a famous photo of that state's renowned journalist
William Allen White drinking a Coke that had been used extensively in its
advertising and hung on several executives' walls. The company's marketing
department again went out into the field, this time armed with samples of the
possible new drink for taste tests, focus groups, and surveys.
The results of that were strong the high fructose corn syrup mixture
overwhelmingly beat both regular Coke and Pepsi. Then tasters were asked if
they would buy and drink it if it were Coca-Cola. Most said yes, they would,
although it would take some getting used to. A small minority, about 10-12%, felt
angry and alienated at the very thought, saying that they might stop drinking
Coke altogether. Their presence in focus groups tended to skew results in a more
negative direction as they exerted indirect peer pressure on other participants.
The surveys, which were given more significance by standard marketing
procedures of the era, were less negative and were key in convincing
management to move forward with a change in the formula for 1985, to coincide
with the drink's centenary. But the focus groups had provided a clue as to how the
change would play out in a public context, a data point that the company
downplayed but which was to prove important later.
Management also considered, but quickly rejected, an idea to simply make
and sell the new flavor as yet another Coke variety. The company's bottlers were
already complaining about absorbing other recent additions into the product line
in the wake of Diet Coke. Many of them had sued over the company's syrup
pricing policies. A new variety of Coke in competition with the main variety
could, if successful, also dilute Cokes existing sales and increase the proportion
of Pepsi drinkers relative to Coke drinkers.
http://en.wikipedia.org/wiki/Journalisthttp://en.wikipedia.org/wiki/William_Allen_Whitehttp://en.wikipedia.org/wiki/Focus_grouphttp://en.wikipedia.org/wiki/Statistical_surveyhttp://en.wikipedia.org/wiki/High_fructose_corn_syruphttp://en.wikipedia.org/wiki/Peer_pressurehttp://en.wikipedia.org/wiki/Centuryhttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Centuryhttp://en.wikipedia.org/wiki/Peer_pressurehttp://en.wikipedia.org/wiki/High_fructose_corn_syruphttp://en.wikipedia.org/wiki/Statistical_surveyhttp://en.wikipedia.org/wiki/Focus_grouphttp://en.wikipedia.org/wiki/William_Allen_Whitehttp://en.wikipedia.org/wiki/Journalist7/28/2019 Cocacola Final
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Early in his career with Coca-Cola, Goizueta had been in charge of the
company's Bahamian subsidiary. In that capacity, he had improved sales by
tweaking the drink's flavor slightly, so he was receptive to the idea that changes
to the taste of Coke could lead to increased profits. He believed it would be "New
Coke or no Coke", and the change must take place openly. He insisted that the
containers carry the "NEW!" label, which gave the drink its popular name.
Goizueta also made a visit to his mentorand predecessor as the company's
chief executive, the ailing Robert W. Woodruff, who had built Coke into an
international brand following World War II. He claimed he had secured
Woodruff's blessing for the reformulation, but even many of Goizueta's closest
friends within the company doubt that Woodruff truly understood what Goizueta
intended. Goizueta always said he had.
6.8: Profile of the Study Area:
Location:Hagaribommanahalli is situated in central part of the Karnataka. In
longitudes it is situated between 14 degree 28 North latitude and
76 degree 56 east.
Economic activities :There are several small and medium scale industries situated in this
city. It is famous for cotton and paddy marketing. There are many
http://en.wikipedia.org/wiki/Bahamashttp://en.wikipedia.org/wiki/Subsidiaryhttp://en.wikipedia.org/wiki/Mentorhttp://en.wikipedia.org/wiki/Robert_W._Woodruffhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Robert_W._Woodruffhttp://en.wikipedia.org/wiki/Mentorhttp://en.wikipedia.org/wiki/Subsidiaryhttp://en.wikipedia.org/wiki/Bahamas7/28/2019 Cocacola Final
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factories like cotton, rice mills etc. Main crops are paddy, maize,
cotton, ground nut, Jawar and sunflower
Demography :The population of Hagaribommanahalli town in 2001 was 7042 as
per a population census. In 1981 it was gone upto 40.26 an in same
way it increased in 22,345 in 1991. Now it is more than 1 lakhs.
Education and Literacy
It is one of the famous education center with number of reputed
institutions like Diploma, Ded, BPEd, arts, commerce, science and
Management .
Extent:The city stretched over a total area of 6.25 Sq. Kms. The old city
has a history of more than 1 hundred years. The new city is relatively
big area with fast growing educational institutional and hospitals.
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Transport and Communication:
The KSRTC, Private operators, Lorry offices and Southern Railway
are providing required quick transport facilities to the city. Howeverthe road conditions not so good. VRL transport system also available.
The post and telephone office, internet, telecom department and
private operators are providing the required assistance in the free flow
of communication
Now, Hagaribommanahalli is accessible to other parts of the state
through Mobile services at local rates.
Dealar office of cocacola company
The dealar of cocacola company is Malatesh Cool Drinks since 20
years. Located at main state Highway. Center of the
Hagaribommanahalli city near main bus stand.
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CHAPTER7
7.1 INTRODUCTION :
Summery means going into the depth of the responses and collecting inner
expression for the purpose of knowing attitudes of the respondents about which
the survey is conducted.
The purpose of conducting the survey is the in-depth study of the attitudes
of the members and problems faced by them while dealing with Consumers of
the soft drinks in Hagaribommanahalli.
For the purpose of survey Questionnaires were prepared and were given to
consumers. The entire area covered by the survey is classified into different parts
and the members are given the format of questionnaires and are requested to fill it
and return to us.
The survey has been successfully carried out and the respondents are
having close contact with the company. They have good and realistic answers to
the questions.
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With the help of the survey, The replay of the respondents are
analyzed as follows :
TABLE1
The table showing the Age level of the customers who drink soft drink :
SlNo.
Years No. ofRespondents
Percentage [%]
1 0-10 18 18
2 10-20 33 33
3 20-40 41 41
4 40 & above 08 08
Total 100 100With the help of the above table the diagram shows the level of respondents
according to Age groups :
with the help of the above diagram it is clear that the 18% of the respondents are
below 10 years age level, 33% of the respondents are of 10-20 years age level,
41% of the respondents are of between 20-40 years age level and the remaining
8% of the respondents are above the 40 years age group.
0
10
20
30
40
50
6070
80
90
100
0-10 20-Oct 20-40 40 &
above
Total
No. of Respondents
No. of Respondents
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TABLE2
The table showing on the basis of occupation of the customers who drink
soft drink :
SlNo.
Occupation No. ofRespondents
Percentage [%]
1 Students 50 50
2 BusinessPeople
20 20
3 Others 30 30
Total 100 100
With the help of the above table the diagram shows the level of respondents
according to their Occupation :
with the help of the above diagram it is clear that the 50% of the respondents are
Students, 20% of the respondents are Business People, 30% of the respondents
are of Other category people like house wife.
50%
20%
30%
Students Business People Others
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TABLE3
The table showing the number of soft drinkers according to Sex :
Sl
No.
Sex No. of
Respondents
Percentage [
%]1 Male 62 62
2 Female 38 38
Total 100 100
With the help of the above table the diagram shows the level of respondents
according to the sex :
with the help of the above diagram it is clear that the 62% of the Male
respondents drink soft drinks, 32% of the Female respondents drink soft drink. It
is clear that the Males are more than female to prefer to drink soft drinks.
0
10
20
30
40
50
60
70
No. of Respondents Percentage [ %]
Male
Female
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TABLE4
The table showing the number of soft drinkers according to Brand :
Sl
No.
Brand No. of
Respondents
Percentage [
%]1 Pepsi 26 26
2 Coco-cola 42 42
3 Slice 20 20
4 Mountaindue
12 12
Total 100 100
With the help of the above table the diagram shows the level of respondents
according to the sex :
with the help of the above diagram it is clear that the 26% of the respondents
prefer to drink Pepsi, 42% of the respondents Prefer to drink Coco-cola, 20% of
the respondents prefer to drink Slice and remaining 12% of the respondents
prefer to drink Mountain due.
0
5
10
15
20
25
30
35
40
45
Pepsi Coco-cola Slice Mountain
due
No. of Respondents
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TABLE5
The table showing the number of soft drinkers according to their reason to
prefer coco-cola :
SlNo.
Reasons No. ofRespondents
Percentage [%]
1 Taste 46 46
2 Availability 12 12
3 Price 22 22
4 Good tohealth
20 20
Total 100 100
With the help of the above table the diagram shows the level of respondentsaccording to the sex :
with the help of the above diagram it is clear that the 46% of the respondents
prefer to drink coco-cola because of its Taste, 12% of the respondents Prefer to
drink Coco-cola because of its availability, 22% of the respondents prefer to
drink coco-cola because the price of coco-cola is low when compare to other soft
drink.
46%
12%
22%
20%
Taste
Availability
Price
Good to health
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TABLE6
The table showing the number of soft drinkers according to their reason to
prefer coco-cola :
SlNo.
Opinion No. ofRespondents
Percentage [%]
1 Best 56 56
2 Good 17 17
3 Average 27 27
4 Bad 00 00
Total 100 100
With the help of the above table the diagram shows the level of respondents
according to the Opinion :
with the help of the above diagram it is clear that the 56% of the respondents
satisfied with the Taste of the coco-cola, 17% of the respondents their good
opinion about Coco-cola , 27% of the respondents the average satisfaction about
the coco-cola soft drink.
0 20 40 60
Best
Good
Average
Bad
No. of Respondents
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TABLE7
The table showing the number of respondents according to their
satisfaction towards coco-cola :
SlNo.
Satisfaction No. ofRespondents
Percentage [%]
1 Yes 86 86
2 No 14 14
Total 100 100
With the help of the above table the diagram shows the level of respondents
according to their Satisfaction :
with the help of the above diagram it is clear that the 86% of the respondents
satisfied with the coco-cola soft drink, 14% of the respondents not satisfied
because of the price is high and it is more strong to drink.
0 20 40 60 80 100
Yes
No
No. of Respondents
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TABLE8
The table showing the number of respondents prefer to drink according to
the season :
SlNo.
Season No. ofRespondents
Percentage [%]
1 Summer 60 60
2 Winter 12 12
3 Rainy 08 08
4 In All season 20 20
Total 100 100
With the help of the above table the diagram shows the level of respondentsaccording to the season :
with the help of the above diagram it is clear that the 60% of the respondents use
to drink coco-cola soft drink in summer season, 12% of the respondents use todrink soft drink in winter season, 08% of the respondents are use to drink soft
drink in Rain season also, and the remaining 20% of the respondents use to drink
soft drink in all seasons.
60%12%
8%
20%
Summer Winter Rainy In All season
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CHAPTER8
8.1 SUMMARY OF FINDINGS :
1. It was found that many number of the customers were from between theage level of 20-40 years.
2. It was also found that the majority of the coco-cola drinkers are Male.
3. It was also analyzed that the majority of the soft drinkers prefer to drinkcoco-cola soft drink.
4. We also find that the most of the Best opinion about the coco-cola drink.
5.
In this survey the 86% of the respondents satisfied with the coco-coladrink.
6. With the help of the above survey it is clear that people will drink thecoco-cola soft drink in all seasons.
7.
We also find that the fast moving product is coco-cola Brand only.
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8.2 SUGGESTIONS :
1. The price of the product is very high for the low class people.
2. In order to maintain the Turnover many of the manufacturer decrease theirquality, by this product demand will be decrease, maintain quality.
3. By decreasing the Price level the product will be sell more.
4. Improve the Advertising technique by adding the film stars, because manyof the people buy the product on the basis of their favorite film stars.
5. By increasing the offers the people will prefer more to buy this productonly.
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8.3 CONCLUSION :
1. With the help of the survey we came to conclude that the majority of thesoft drinkers were students.
2. The Male people drink coco-cola when compared to Female.3. The turnover of the coco-cola product is more high with other than others.4. The people will prefer to drink the coco-cola product because of the Good
Taste, availability, and good price to buy.
5. The people will drink the soft drink during all the seasons also.6. The company also provide the many good offers to the consumers in price
level and gift hampers.
7. The quality of the coco-cola product is very good because of this the oldaged people use to drink the coco-cola.
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QUESTIONNAIRE
Dear Sir / Madam,
I am Manjunatha Beluru a student of G.V.P.P. Govt First Grade College
Hagaribommanahalli. Studying in Final Year B.B.M. as a part of my Academic
curriculum, I have under taken the project work on Consumer Satisfaction
towards Coco-cola soft drink, with special reference to Malatesh marketing
service, a case study in Hagaribommanahalli Town. I request you to kindly
answer the following questions as accurately as possible.
Thanking you,
Yours faithfully,
Manjunatha B
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1. Name :
2. Age :
a) below 10 years [ ] b) 15 to 20 years [ ]
c) 20 to 40 years [ ] d) above 40 years [ ]
3. Occupations :
a) Students [ ] b) Business People [ ]
c) Others [ ]
4. Sex :
a) Male [ ] b) Female [ ]
5. Would you like to drink soft drink ?
a) Yes [ ] b) No [ ]
6. Which Brand you Prefer most to drink?
a) Pepsi [ ] b) Coco-cola [ ]
c) Slice [ ] d) Mountain due [ ]
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7. What make you to prefer the Coco-cola brand ?
a) Taste [ ] b) Availability [ ]
c) Price [ ] d) Good to health [ ]
8. Opinion about coco-cola product.
a) Best [ ] b) Good [ ]
c) Average [ ] d) Bad [ ]
9. Are you satisfied with the price level of coco-cola product.
a) Yes [ ] b) No [ ]
10. In which season you prefer to drink soft drink.
a) Summer [ ] b) Winter [ ]
c) Rainy [ ] d) In all season [ ]
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BIBLIOGRAPHY
Books for Reference
o Marketing Management - Philip Kotler- Sherlekar
- M.N. Mishra
- Dr. C.R. Kothari
o Magazine.o Advertisement Broachers.o Websites.
Recommended