25295826 coca cola mba 3rd sem ppt

8/9/2019 25295826 Coca Cola Mba 3rd Sem Ppt

1/14

A STUDY ON CONSUMERA STUDY ON CONSUMERPREFERENCES FOR COCAPREFERENCES FOR COCA

COLACOLA

Presented by :Presented by :--

RAJIV RANJANRAJIV RANJAN

ROLL NO.ROLL NO.-- 7474


2/14

INTRODUCTION

11--A study of factors responsible for brandA study of factors responsible for brandpreference in FMCG sector:preference in FMCG sector:

Brand preference means to compare the differentBrand preference means to compare the differentbrands and opt for the most preferred brand. Thisbrands and opt for the most preferred brand. This

brand preference is influenced by various factors.brand preference is influenced by various factors.

22--Colour and flavour rule consumer preferences:Colour and flavour rule consumer preferences:

This experiment showed the feasibility of the proposedThis experiment showed the feasibility of the proposedmultimulti--sensory design method based on mixedsensory design method based on mixed

qualitative and quantitative approaches. The studyqualitative and quantitative approaches. The studyalso demonstrates the importance of flavour andalso demonstrates the importance of flavour andcolour selection for new products.colour selection for new products.


3/14

OBJECTIVE OF THE STUDY

yy To study the consumers preferences for Coca Cola.To study the consumers preferences for Coca Cola.

yy To know the percentage of males and females thatTo know the percentage of males and females that

are aware about bingoare aware about bingoyy To know which brands advertisement mostly peopleTo know which brands advertisement mostly people

have seen.have seen.

yy To know the reason to buy cola drinks.To know the reason to buy cola drinks.

yy

To know why was the advertisement being noticed byTo know why was the advertisement being noticed bythe consumer?the consumer?


4/14

HistoryCocaCoca--Cola was founded in May 1886 by Dr. JohnCola was founded in May 1886 by Dr. JohnPembertonPemberton

CocaCoca--Cola was first sold to the public in Atlanta atCola was first sold to the public in Atlanta atJacobs PharmacyJacobs Pharmacy

Only 9 servings of the soft drink were sold each dayOnly 9 servings of the soft drink were sold each day

Sales for the first year were only $50Sales for the first year were only $50

Douglas N. Daft was elected chairman, Board ofDouglas N. Daft was elected chairman, Board ofDirectors, and chief executive officer of The CocaDirectors, and chief executive officer of The Coca--ColaColaCompany on February 17, 2000. Mr. Daft is the 11thCompany on February 17, 2000. Mr. Daft is the 11th

chairman of the Board in the history of thechairman of the Board in the history of the Company.Company.He held positions of increasing responsibilitiesHe held positions of increasing responsibilities

throughout Asia and in 1982 was named vicethroughout Asia and in 1982 was named vicepresident of Cocapresident of Coca--Cola Far East Ltd.Cola Far East Ltd.


5/14

Coca Cola in India

Coca Cola extracts more water from commonCoca Cola extracts more water from commongroundwater resources than contract permits.groundwater resources than contract permits.Communities living around Coca Cola bottlingCommunities living around Coca Cola bottlingplants experience severe water shortages.plants experience severe water shortages.

Discharge of waste water into fields and rivers;Discharge of waste water into fields and rivers;drinking water poisoned.drinking water poisoned.

InIn PlachimadaPlachimada(Kerala) and(Kerala) and MehdiganjMehdiganj(UP) Coke(UP) Coke

distributed its solid waste to farmers in the areadistributed its solid waste to farmers in the areaas fertilizer. Toxic with cadmium and lead.as fertilizer. Toxic with cadmium and lead.

Coca Cola products sold in India contain highCoca Cola products sold in India contain highlevels of pesticides.levels of pesticides.


6/14

Core Brand in India

Product line softProduct line soft--drink:drink:

yy CocaCoca--colacola

yy SpriteSpriteyy FantaFanta

yy LimcaLimca

yy MaazaMaaza

yy ThumsThums upup


7/14

Coca Cola is the best global

brand


8/14

ANALYSIS AND FINDINGS

1.Out of800 consumers, 51% are males and only 49%1.Out of800 consumers, 51% are males and only 49%are females.are females.

2.Maximum number of people surveyed is below 152.Maximum number of people surveyed is below 15years.years.

3.Out of800 people 13% are professionals, 9% are3.Out of800 people 13% are professionals, 9% arebusinessman,26% are serviceman, and 49% arebusinessman,26% are serviceman, and 49% arestudents.students.

4.Out of800 respondents, 97% of consumers buy cold4.Out of800 respondents, 97% of consumers buy cold

drinks and only 3%of them do not buy.drinks and only 3%of them do not buy.5.19% respondents prefer Coke, 18% prefer Pepsi, 12%5.19% respondents prefer Coke, 18% prefer Pepsi, 12%

7up, 11% of them prefer Sprite, 9%7up, 11% of them prefer Sprite, 9% FantaFanta, 8% prefer, 8% preferMazzaMazza, and 23% prefer, and 23% prefer ThumsupThumsup..


9/14

6. 25%people purchase cold drinks because of taste,20%6. 25%people purchase cold drinks because of taste,20%people purchase cold drinks because of brand name,20%people purchase cold drinks because of brand name,20%

people purchase cold drinks because of packaging,15%people purchase cold drinks because of packaging,15%people purchase cold drinks because of price ,11% peoplepeople purchase cold drinks because of price ,11% peoplepurchase cold drinks because of brand ambassadorpurchase cold drinks because of brand ambassador8%people purchase cold drinks because of easy availability8%people purchase cold drinks because of easy availability1%people purchase cold drinks because of any other1%people purchase cold drinks because of any other

reason.reason.

7. 23% people remember the advertisement of Coke, 23%7. 23% people remember the advertisement of Coke, 23%people remember the advertisement of Pepsi,1% peoplepeople remember the advertisement of Pepsi,1% peopleremember the advertisement of 7up, 6% people rememberremember the advertisement of 7up, 6% people remember

the advertisement of Sprite, 4% people remember thethe advertisement of Sprite, 4% people remember theadvertisement ofadvertisement of FantaFanta, 10%people remember the, 10%people remember theadvertisement ofadvertisement of MazzaMazza, and 23% people remember the, and 23% people remember theadvertisement ofadvertisement of ThumsupThumsup..


10/14

8. 24% people remember the advertisement8. 24% people remember the advertisementbecause of creativity,25% people remember thebecause of creativity,25% people remember theadvertisement because of brandadvertisement because of brandambassador,11% people remember theambassador,11% people remember theadvertisement because of their idea of deliveringadvertisement because of their idea of deliveringthe message.,25%people remember thethe message.,25%people remember theadvertisement because of frequency of add.15%advertisement because of frequency of add.15%people remember the advertisement because ofpeople remember the advertisement because oflogical reasonlogical reason

9. Out of800 consumers 98% have seen the9. Out of800 consumers 98% have seen theadvertisement and only 2% have not seen theadvertisement and only 2% have not seen theadvertisement of any chips.advertisement of any chips.


11/14

SUGGESTIONS

yy Perform a detail demand survey at regular interval toPerform a detail demand survey at regular interval toknow about the unique needs and requirements ofknow about the unique needs and requirements ofthe customer.the customer.

yy The company should also use time to time someThe company should also use time to time some

more and new attractive system of word of mouthmore and new attractive system of word of mouthadvertisement to keep alive the general awareness inadvertisement to keep alive the general awareness inthe whole market as a whole.the whole market as a whole.

yy The company should be always in a position toThe company should be always in a position toreceive continuous feedback and suggestions fromreceive continuous feedback and suggestions fromits customers/ consumers as well as fromits customers/ consumers as well as from


12/14

yy The market and try to solve it without any delayThe market and try to solve it without any delayto establish its own good credibility.to establish its own good credibility.

yy The visibility of any product plays an importantThe visibility of any product plays an importantrole in making the customer, aware about it androle in making the customer, aware about it andis vital for the growth and development of anyis vital for the growth and development of anyproduct.product.

yy For their advertisement they can also introduce aFor their advertisement they can also introduce abrand ambassador, because most of thebrand ambassador, because most of theconsumers remember advertisement because ofconsumers remember advertisement because oftheir brand ambassador.their brand ambassador.

yy A strong watch should be kept on distributorsA strong watch should be kept on distributorsalso, because in some cases they are found toalso, because in some cases they are found tobe cheating the retailers and affecting thebe cheating the retailers and affecting thegoodwill of the BRAND.goodwill of the BRAND.


13/14

CONCLUSION

yy From the analysis of the data collected and from theFrom the analysis of the data collected and from theexperiences, I have reached the followingexperiences, I have reached the followingconclusions:conclusions:

COKE is most popular amongst its users mainlyCOKE is most popular amongst its users mainly

because of its TASTE, BRAND NAME,because of its TASTE, BRAND NAME,INNOVATIVENESS. Thus it should focus on goodINNOVATIVENESS. Thus it should focus on goodtaste so that it can capture the major part of thetaste so that it can capture the major part of themarket.market.


14/14

25295826 coca cola mba 3rd sem ppt

Documents