consumer's preference for coca cola v/s other brands
TRANSCRIPT
A
PROJECT REPORT ON
CONSUMER PREFERENCE FOR COKE V/S OTHER BRANDS
JAN.-MAR.2010
By
MD.TAOSEEF QURAISHI
REPORT
Submitted to
BHARATI VIDYAPEETH UNIVERSITY
In partial fulfillment of the requirements
For the award of the DEGREE of MBA
Bharati vidyapeeth University, PUNE
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Bonafide Certificate
Certified that this project report titled “CONSUMER PREFERENCE FOR COCACOLA V/S OTHER BRANDS”is the bonafide work of Mr. MD.TAOSEEF QURAISHI, who carried out the project report under my supervision from 4th of jan. to 10th april2010.
Date: Signature of the student
Place: Pune
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Declaration
I hereby declare that the project report entitled “CONSUMER PREFERENCE
FOR COKE V/S OTHER BRANDS”. Submitted in partial fulfilment of the requirement for Post Graduate diploma in RETAIL MANAGEMENT, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes.
Place : PuneDate
MD.TAOSEEF QURAISHI
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PREFACE
Market provides a key to gain actual success only to those brands which match best to the current environment i.e." imperative" which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on availability of good quality products and excellent taste and services which further attract and add a golden opportunity for huge sales.
This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year.
This survey report introduces study of consumer’s preferences for COCA COLA. After going through a detail analysis of market behavior and future prospect, it may also provide an opportunity to COCA COLA to frame a good future plan to satisfy maximum needs of the customers and established its guiding role in the market of pune city in particular and through out the country as a whole. The study report will also provide an opportunity to delineate its market potential business areas, products & services are to be offered by the company to the customers.
This study report also provides the various factors affecting the services. Marketing Division of COCA COLA has to keep in mind various factors specially while preparing a plan for marketing its product or services. Detail description along with analysis of surveyed data is being presented in this report
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CONTENTS
Objectives of the study…………………………………….7 Executive summary ……………………………………….8Chapter-1 Introduction…………………………………………........(9-) 1.1 An overview of soft drink industries…………………11 1.2 Factors for success of soft drink industries…………..14 1.3 Company profile……………………………………….15 1.3.1Core brands………………………………………...15 1.3.2brand in indian origin……………………………..16 1.3.3advertisements and punchlines of cocacola………17 1.3.4fabulous facts about coke………………………….18 1.4history of coke…………………………………………...19 1.5history in india…………………………………………..20 1.6competitors of coke……………………………………...21Chapter-2product profile & 4p’s……………………………………..(23-) 2.1product…………………………………………………….24 2.2price………………………………………………………..25 2.3place………………………………………………………..27 2.4promotion………………………………………………….28Chapter-3marketing strategies of coke……………………………….(29-) 3.1strategies adopted by coke &pepsi……………………….29 3.2pepsi vs. coke………………………………………………31 3.3pepsi and coke’s market share in india………………….32 3.4the cola wars……………………………………………….33 3.5Advertising history and commercials…………………….34 3.5.1slogans…………………………………………………36 3.5.2celibrities playing part into the sales…………………41 3.6battle of the beverages……………………………………..43Chapter-4Introduction of research work……………………………(53-) 4.1researsh methodology…………………………………….53 4.2analysis and findings……………………………………..55
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4.3reason to purchase a cold drink…………………………69
Chapter-5 Findings…………………………………………………..73 Suggestions………………………………………………75 Conclusion……………………………………………….76 Limitation………………………………………………..77Bibliography…………………………………………………………78Annexure- Questionnaire…………………………………………...79
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OBJECTIVE OF THE STUDY
To study the consumers preferences for Coca Cola.
To know the percentage of males and females that are aware about bingo
To know which brand’s advertisement mostly people have seen.
To know the reason to buy cola drinks.
To know why was the advertisement being noticed by the consumer?
To create a top of mind awareness about COCA COLA in PUNE by providing the information to consumers.
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1. EXECUTIVE SUMMARY
The objective of the project is to know the consumers preferences for Cola Drinks, to study the Market Potential of COCA COLA and The report contains a brief introduction of Coca Cola. The company COCA COLA has interests in various sectors and they provide consistent quality products to meet our costumer’s requirement worldwide.
This report clearly mentions objective of the study and the research methodology utilized. both primary data and secondary data. The data collection method used is structured non disguised questionnaire in which the types of questions used are open ended, multiple choice and close ended.
The report contains a detailed view of the tasks, which have been undertaken to analyze the market of COCA COLA. Various sets of questionnaire have been prepared to know the PREFERENCES of consumers about the COCA COLA. Some of the research areas are pune’s katraj, dhankawadi, m.g, koregaon park etc.. This project reveals one of the important findings like more and more displays of the window hiring and can be given to the retail outlets as it has been said that “JItna Dikhega Utna Bikega”. To increase its consumption, more schemes like ‘Seasonal Schemes’ and other schemes can be given to the consumers. A detailed survey of the consumers was carried to find out their preferences for COCA COLA. The details of the methodology are stated below.
Area are pune’s katraj, dhankawadi, m.g, koregaon park etc. research design: Exploratory and descriptive. Sources of information are primary and secondary data. Data collection method structured non designed questionnaire.
Types of questions used open ended, multiple choice and close ended. Sampling method is random sampling.
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In this study I found that most of the consumers prefer PEPSI as their 1st
preference and then COCA COLA.
INTRODUCTION:
In the modern urban culture consumption of soft drinks particularly among
younger generation has become very popular. Soft drinks in various flavors
and tastes are widely patronized by urbane population at various occasions
like dinner parties, marriages, social get together, birthday calibration etc.
children of all ages and groups are especially attracted by the mere mention
of the word soft drinks.
With the growing popularity of soft drinks, the technology of its production,
preservation, transportation and or marketing in the recent years has
witnessed phenomenal changes.
The so-called competition for this product in the market is from different
other brands. Mass media, particularly the emergence of television, has
contribute to a large extent of the ever growing demand for soft drinks the
attractive jingles and sport make the large audience remember this product at
all times.
It is expected that with the sort of mass advertising, reaching almost the
entire country and offering various varieties annual demand for the product
is expected to rise sharply in the times to come.
In any marketing situation, the behavioral / environmental variables relating
to consumers, competition and environment are constantly influx. The
competitors in a given industry may be making many tactical maneuvers in
market all the time. The may introduce or initiate an aggressive promotion
campaign or announce a price reduction. The marketing man of the firm has
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to meet all these maneuver and care of competitive position of his firm and
his brand in the market. The only route open to him for achieving this is the
manipulation of his marketing tactics.
In today’s highly competitive market place, three players have dominated
the industry; The New York based Pepsi Company Inc. The Atlanta based
coca- cola and U.K. based Cadbury Schweppes.
Through the globe, these major players have been battling it out for a bigger
chunk of the ever –growing soft drink market. Now this battle has been
evolved up to India too with the arrival of these three giants.
Soft drink industry is on amazing growth; ultimately these are only one
person who will determine their fortunes. The Indian consumer. The real
War to quench his thirst has just begun.
SOFT DRINK INDUSTRY: AN OVERVIEW
It all began in 1886, when a tree legged brass kettle in Hohn Styth
pemberton’s backyard in Atlanta was brewing the first P of marketing leged.
Unaware the pharmacist has given birth to a caromel colored syrup, which is
now the chief ingredient of the world’s favorite drink. The syrup combined
with carbonated the soft drink market. It is estimated that this drink is served
more than one thousand million times in a day.
Equally oblivious to the historic value of his actions was Frank Ix.
Robinson, his partner and book keeper. Pemberton & Robinson laid the first
foundation of this beverage when an average nine drinks per day to begin
with, upping volumes as sales grew.
In 1894, this beverage got into bottle, courtesy a candy merchant from
Mississippi. By the 1950’s Colas were a daily consumption item, stored in
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house hold fridges. Soon were born other non- cola variants of this product
like orange & Lemon.
Now, the soft drink industry has been dominated by three major player – (1)
The New York based Pepsi co. Inc.(2) The Atlanta based coca cola co. (3)
The united Kingdom based Cadbury Schweppes.
Though out the glove these major players have been battling it. Out for a
bigger chunk of the ever-growing cold drink market. Now this battle has
begun in India too. India is now the part of cold drink war. Gone are days of
Ramesh Chauhan, India’s one time cola king and his bouts of pistol
shooting. Expect now to hear the boon of cannons when the Coca Cola &
Pepsi co. battle it out for, as the Jordon goes a bigger share of throat. By
buying over local competition, the two American Cola giants have cleared
up the arena and are packing all their power behind building the Indian
franchisee of their globe girdling brands. The huge amount invested in
fracture has never been seen before. Both players seen an enormous
potential in his country where swigging a carbonated beverage is still
considered a treat, virtually a luxury. Consequently, by world standards
India’s per capita consumption of cold drinks as going by survey results is
rock bottom, less than over Neighbors Pakistan & Bangladesh, where it is
four times as much.
Behind the hype, in an effort invisible to consumer Pepsi pumps in Rs. 3000
crores (1994) to add muscle to its infrastructure in bottling and distribution.
This is apart from money that company’s franchised bottles spend in
upgrading their plants all this has contributed to substantial gains in the
market. In colas, Pepsi is already market leader and in certain cities like
Banaras , Pepsi outlets are on one side & all the other colas put together on
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the other. While coke executive scruff at Pepsi’s claims as well as targets,
industry observers are of the view that Pepsi has definitely stolen a march
over its competitor coke.
Apart from numbers, Pepsi has made qualitative gains. The foremost is its
image. This image turnaround is no small achievements, considering that
since it was established in 1989, taking the hardship route prior to
liberalization and weighed down by export commitments.
Now, at present as there are three major players coke, Pepsi and Cadbury
and there is stiff competition between first two, both Pepsi and coke have
started, sponsoring local events and staging frequent consumer promotion
campaigns. As the mega event of this century has started, and the marketers
are using this event – world cup football, cricket events and many more
other events.
Like Pepsi, coke is picking up equity in its bottles to guarantee their
financial support; one side coke is trying to increase its popularity through.
Eat Food, enjoy Food. Drink only coca cola. Eat cricket, sleep cricket.
Drink only coca cola. Eat movies, sleep movies. Drink only coca cola.
On the other side of coin Pepsi has introduced AMITABH BACHHAN for
capturing the lemon market through MIRINDA – Lemon with “ zor ka
jhatka dhere se lage”.
But no doubt’ that UK based Cadbury is also ecognising its presence. So
there is a real crush in the soft drink market.with launch of the carbonated
organize drink Crush, few year ago in Banaras ., the first in a series of a
launches , Cadbury Schweppes beverage India (CSBI) HAS PLANNED:-
The world third largest soft drink marketers all over the country.CSBI o
wholly owned subsidiary of the London based $ 6.52billion. Cadbury
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Schweppes is hoping that crush is going well and well not suffer the same
fate as the Rs. 175 crore Cadbury india’s apple drink Apella. CSBI is now
with orange (crush), and Schweppes soda in the market.
As orange drinks are the smallest of non-cola categories that is Rs. 1100
crore market with 10% market share and cola heaving 50% is followed by
Lemon segment with 25%.
The success of soft drink industry depends upon 4 major factors viz.
Availability
Visibility
Cooling
Range
AVAILABILITY
Availability means the presence of a particular brand at any outlet. If a
product is now available at any outlet and the competitor brand is
available, the consumer will go for the at because generally the
consumption of any soft drink is an impulse decision and not
predetermined one.
VISIBILITY
Visibility is the presence felt, if any outlet has a particular brand of soft
drink say- Pepsi cola and this brand is not displayed in the outlet, then its
availability is of no use. The soft drink must be shown off properly and
attractively so as to catch the attention of the consumer immediately Pepsi
achieves visibility by providing glow signboards, hoarding, calendars etc.
to the outlets. It also includes various stands to display Pepsi and other
flavours of the company.
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COOLING
As the soft drinks are consumed chilled so cooling them plays a vital role
in boosting up the sales. The brand, which is available chilled, gets more
sale then the one which is not, even if it is more preferred one.
RANGE
This is the last but not the least factor, which affects the sale of the
products of a particular company.
Range availability means the availability of all flavors in all sizes.
COMPANY PROFILE
Keeping in view of tapping the Indian soft drink market and also developing
soft drinks as a drinking product among Indians. The Coca-Cola in India has
setup an independent organizations which is H.C.C & B.C.C with a capital
of 350 U.S.$ each by virtue of sellout decision of the passed managing
director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete
possession of this plant, land, machinery, & intellectuals on February 14’
1998 and since then H.C.C, looking after all its affairs under company
owned bottling plant to establish integrated marketing system in the area.
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CORE BRANDS :
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most
recognized and admired trademark around the globe. Not to mention the
best selling soft drink in the world.
Sprite: In 1961, a citrus-flavored drink made its U.S debut, using
“Sprite Boy “as inspiration for its name. This elf with silver hair and a
big smile was used in 1940s advertising for Coca-Cola. Sprite is now the
fastest growing major soft drink in U.S and the world’s most popular
lemon-lime soft drink.
Fanta : The name “fanta “ was first registered as a trademark in Germany
in 1941 ,when it was used for a few year for a soft drink created from
available materials and flavors . The name was then revived in 1955 in
Naples, Italy, when it was used for the:” fanta “orange drink we know
today. It is now the trademark name for a line of flavored drinks around
the world.
Diet coke: The extension of the coca-cola name began in 1982 with the
introduction of diet coke (also called coca-cola light in some countries).
Diet coke quickly become the number – one selling low –calorie soft
drink in the world.
BRAND IN INDIAN ORIGIN
GOLD SPOT: this orange cardonate soft drink was introduceB in the early
1950c, and acquired by the coca-cola company in 1993, its tangy taste
has been popular with Indian teenagers
LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime
taste and lighthearted attitude. The limca brand was introduced in 1971
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and acquired by the coca-cola company in 1993.
MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company
in 1993, is a non carbonated mango soft drink with a rich, juict & natural
mango taste.
THUMPS UP: in 1993, the coca-cola company acquired this brand, which
was originally introduced in 1977. Its strong and fizzy taste makes it
unique carbonated Indian cola.
BRAND IN INDIAN
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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA
1936 - It’s The Refreshing Thing To Do .
1942 - It’s The Real Thing .
1943 - Global High Sign.
1959 - Be Really Refreshed.
1962 - Thing Go Better With Coke.
1969 - It’s the Real Thing.
1970 - I`D Like To Buy The World A Coke .
1976 - Coke Add Life .
1982 - Coke Is It .
1986 - Catch The Wave.
1989 - You Can’t Beat the Feeling.
1993 - Always Coca-Cola
1998 - Eat Music, Sleep Music, And Drink Only
Coca-Cola.
1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.
2000 - I Want Hritik And I Want Coke.
2002 - Thanda Matlab Coca-Cola
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2003 - Jiyo Thanda Piyo Thanda .
FABULOUS FACTS ABOUT COCA-COLA
1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a
top the dial – Nagoya building in front of the Nagoya railway station.
The sing is a double sphere constructed from more then 46 tone of
steel, more 940meter of neon tubing, and more then, 879 light bulbs.
The outer shape features the coca-cola logo and contour bottle, while
the inner sphere portrays a comic scene with twinkling planets and
stars.
2. One of the world’s largest signs for coca-cola is located on a hill
called “ELHACHA” in America, Chile. It is 400 feet wide and 131
feet high and is made from 70,000, 26 ounce bottles.
3. The first out door paint sign advertising coca-cola still exists. It was
painted in 1894 in Cartersville, Georgia.
4. Coca-cola is one of the world’s most recognizable trademarks
recognized in countries that account for 98 percent of the world’s
population.
5. If all the coca-cola ever produced were in 8- ounce bottles. And
these bottles were distributed to each person in the world. There
would be 678 bottles or over 42 gallons for each person.
6. If all the coca-cola ever produced were in 8 – ounce bottles, placed
side by side and end to end to from a lane highway, it would wrap
around the earth 82 times.
7. If all the coca-cola ever produced were flowing over Niagara fall at
its normal rate of 105 million gallons per second instead of water,
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the falls would flow for about a day and a half 38 hours and 46
minutes.
8. the largest representation of the world’s best known package 100
foot tall glass contour bottle is located at world of coca-cola, LAS
VEGAS
HISTORY OF COCA-COLA
Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in
Atlanta, Georgia it was May 1861 when the pharmacist concocted a caramel
colored syrup in three–legged brass kettle in his backyard. He first
distributed the new product by carrying Coca-Cola in a jug cown enjoys in a
glass of Coca-Cola at the soda fountain. Whether by design or accident,
carbonated water was teamed with the new syrup, producing a drink
that was proclaimed “Delicious and Refreshing”.
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested
the name and penned as “Coca-Cola” in the unique flowing script that is still
famous worldwide today. Dr. Pemberton’s sold 25 gallons of syrup, shipped
in bright Red wooden kegs. Red has been a distinctive color associated with
the No.1 soft drink brand ever since. For his efforts, Dr. Pemberton grossed
$ 50 and spent $ 73.96 on advertising, by 1891, Atlanta chemist as a
G.Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his
merchandising flair helped to expand the consumption of Coca-Cola to over
$25 million.
Robert W. woodruff become the president of the Coca-Cola company in
1923 and his more than six decades of leadership took the business of
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commercial success making Coca-Cola an institution the world over. Coca-
Cola begins as a never tonic, but candy merchant Joseph A. Biedenharn of
Mississippi was looking for awry to serve refreshing beverages. He
responded to this demand began offering bottle Coca-Cola using syrup
shipped from Atlanta, during a hot summer in 1894.
HISTORY IN INDIA
The coca-cola company reintroduced coca-cola in India on October
23, 1993, after an absence of 16 years.
The coca-cola company received approval from the government in July 1996
to set up a holding company to invest US $ 700 million in downstream
operation of beverages
In July 1997 the holding company was permitted by the government
to operationally its bottling subsidiaries.
The bottling subsidiary currently owns and operates twenty-six
bottling plants and sixty distribution centers across India. In addition, it uses
20 contract packers to augment its production capacity and cater to the
increasing demand for its wide portfolio of beverage.
PROMISE BY COCA-COLA
The coca-cola company exists to benefits and refresh every one it
touches. The basic proposition of our business is simple , solid and
timeless . when we bring refreshment , value , joy and fun to our
stakeholders then we successfully nurture and protect our brand ,
particularly coca-cola . that is the key to fulfilling our ultimate obligation to
provide consistently attractive to the owner so four business.
More then a billion times every day , thirsty people around the world reach
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for coca-cola products for refreshment. They deserve the highest
Quality – every time . our promise to deliver that quality is the most
important promise we make . and it involves a world-wide , yet distinctively
local , network of bottling partner , supplier , distributor and retailers whose
success is paramount to our own. Our investment in local communities in
over 200 countries totals billions of dollars in jobs, facilities , marketing, the
purchase of local good and services, and local business partnership. Always
and every where , we pursue continuous innovation in the products we offer
the processes we use to make them, the package we develop and the way we
bring them to market .
Competitor of Coke
PEPSICO
PepsiCo is one the largest companies in the U.S. It figures amongst the
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largest 15 companies worldwide according to the number of employees
hired. Its has a U.S. Fortune rank of 50.The company profits for 1997 were
$2.14 billion on revenues of $20.92 billion and Pepsi is bottled in nearly 190
countries.
PepsiCo is a world leader in the food chain business. It consists of many
companies amongst which the prominent once are Pepsi-Cola, Frito-Lay and
Pepsi Food International. The group is presently into two of the most
profitable and profitable and growing industries namely, beverages and
snack foods. It has scores of big brands available in nearly 150 countries
across the globe. The group has established for itself once of the strongest
brands in various segments of its operations.
The beverages segment primarily markets its Pepsi, Diet Pepsi, Mountain
Dew and other brands worldwide and 7-UP outside the U.S. markets. These
are positioned in close competition with Coca-Cola Inc. of USA. A point
which is worth a mention is that Coca-Cola gets 80% of its profits for
International operations while the same figure for PepsiCo stands at 6%. The
segment is also in the bottling plants and distribution facilities and also
distributes the ready to drink tea products of Lipton in North America. In a
joint venture with orient spray juice products PepsiCo also manufactures
and distributes fruit juices.
The snack food division manufactures and distributes and markets chips and
other snacks worldwide. The international operations of this segment
extends to the markets of Mexico, the UK and Canada. Frito-Lay represents
this segment of PepsiCo.
The restaurant segment earlier primarily consists of the operations of the
worldwide Pizza Hut, Taco Bell and KFC chains. PFS. Pepsi Co’s restaurant
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distribution operation, supplies company owned and franchise restaurants in
the U.S. The company ventured into restaurant business with Taco Bell,
KFC, Pizza Hut ended last year when they were spinned off from the
company. A packaged goods company comprised of Pepsi-Cola Company
and Frito-Lay will continue to bear the PepsiCo name. The move should
enhance both corporations ability to prosper with their own fully dedicated
structure and management team.
4. PRODUCT PROFILE
sINDIAN PRODUCT RANGE
Flavour Ingredients Pack Product Company
Cola Cola Flavour carbonated water sugar
200Ml.300Ml.500Ml.1 Litre1.5 Litre2 Litre
Coke, Thumsup
Pepsi
Coca-Coal
Pepsi
Orange Orange Flavour + Carbonated Water+ Sugar
200Ml.300Ml.500Ml.1 Litre1.5 Litre2 Litre
Fanta
Mirinda
Coca-Cola
Pepsi
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Fruit Juice Mango Pulp+ Treated water+ sugar
250 ML Maaza
Slice
Coca-Cola
Pepsi
Cloudy Lemon
Lemon Flavour + Carbonated Water+ Sugar
200Ml.300Ml.500Ml.1 Litre1.5 Litre2 Litre
Limca
Mirinda Lemon
Coca-Cola
Pepsi
Clear Lemon
Lemon Flavour+ Carbonated Water + Sugar
200Ml.300Ml.500Ml.1 Litre1.5 Litre2 Litre
Sprite
7’UpDew
Coca-Cola
Pepsi
MARKETING STATEGIES OF COKE
a) PRODUCT
Coke was launched in India in Agra, October 24, in '93', soon after its
traditional all Indian launch of its Cola. at the sparking new bottling plants at
Hathra, near Agra. Coke was back with a bang after its exit in 1977.
Coke was planning to launch in next summer the orange drink, Fantawith
the clear lemon drink, sprite, following later in the year.
Coke already owns more brands than it will over need, since it has
bought out Ramesh Chauhan. Coke just needs to juggle these brands around
dextrously to meet its objectives, to ensure that Pepsi does not gain market
share in t Today, Coke's product line includes, Coca-Cola, Thums Up,
Fanta, Gold Spot, Maaza, Citra, Sprite, Bisleri Club Soda and Diet Coke.
PACKAGING
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Coca-Cola India Limited (CCIL) has bottled its Cola drink in different
sizes and different packaging i.e., 200 ml bottle, 300 ml. Bottle, 330 ml.
Cans, 500 ml. Bottle fountain Pepsi, and bottles of 1 and 2 ltr.
PRODUCT POSITIONING
One important thing must be noticed that Thums Up is a strong brand
in western and southern India, while Coca Cola is strong in Northern and
Eastern India. With volumes of Thums Up being low in the capital, there are
likely chances of Coca Cola slashing the prices of Thums Up to Rs. 5 and
continue to sell Coca Cola at the same rate. Analysts feel that this
strategy may help Coke since it has 2 Cola brands in comparison to Pepsi
which has just one.
Thums Up accounts for 40% of Coca Cola company's turn over,
followed by Coca Cola which has a 23% share and Limca which accounts
for 17% of the turn over of the company. (Thums up being the local drink,
its share in the market is intact, forcing the company to service the brand, as
it did last year Mr. Donald short CEO, Coca Cola India, said that, " we will
be absolutely comfortable if Thums Up is No. 1 brand for us in India in the
year 2000. We will sell whatever consumers wants us to". Coca Cola India
has positioned Thums up as a beverage associated with adventure because of
its strong taste and also making it compete with Pepsi as even Pepsi is
associated with adventure, youth.
b) PRICE
The price being fixed by industry, leaving very little role for the
players to play in the setting of the price, in turn making it difficult for
competitors to compete on the basis of price.
The fixed cost structure in Carbonated Soft Drinks Industry, and the
intense competition make it very difficult to change or alter the prices. The
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various costs incurred by the individual company's are almost unavoidable.
These being the costs of concentrates, standard bottling operations,
distributor and bottlers commissions, distribution expenses and the
promotional and advertising expenditure (As far as Coke is concerned, it had
to incur a little more than Pepsi as Pepsi paved its way to India in 1989
while Coke made a come back in 1993.)Currently a 300 ml. Coke bottle is
available for Rs. 6 to8 The 330 can was initially available for Rs. 13 and
now, since the price has gave up to Rs.18 per can. The prices of 500 ml., 1
ltr. and 2ltr being Rs. 15 Rs. 23 and Rs.40 respectively( according to the
current survey). Dating back to ‘93', when Pepsi hiked the price of Pepsi -
Cola from Rs. 5 to Rs. 6 per 250 ml. bottle in some parts of the country-
including Agra.
Coke penetrated the market with price of Rs. 5 for a 300 ml. bottle, making
it cheaper by Rs. 1 and 50 ml. than Pepsi. Coke's strategy at that time being
able to expand the availability of soft drinks even in rural India. Coke's
priority being to first increase the number of drinks per drinker, and then the
number of drinkers itself. Pepsi also tried this but was trapped by a series
of competitive price increase and changes in bottle sizes by Parle. But the
prices of soft drinks have shot up since Pepsi's arrival and the current prices
are being mentioned as under.
Price list
Name Bottle size MRP(in Rs.)
Coke per bottle 200ml. 6
Coke 300ml 8
Coke 500ml(bottle/glass) 15
Coke 2 liter 35
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However, the trends may have been in the early '90's, now the prices
of Pepsi and Coke are the same making it difficult in future and present to
compete on the basis of price.
c) PLACE
Coke may have gained an early advantage over Pepsi since it took
over Parle in 1994. Hence, it had ready access to over 2,00,000 retailer
outlets and 60 bottlers. Coke was had a better distribution network, owing
to the wide network of Parle drinks all over India. Coke has further
expanded its distribution network.
Coke and its product were available in over 2,50,000 outlets (in
contrast with Pepsi's 2,00,000). Coke has a greater advantage in terms of
geographical coverage.
But Coke has had problems with its bottlers as the required profits for
the bottlers have not been forthcoming. This is more so because Coke has
hiked the price of its concentrate by Rs. 8 Further, Coke's operations in
India are 100% FOBOs. Now, it plans to convert then into COBOs. This is
straining the relationship between the Coke and its bottlers.
The company had decided to create a fund to reimburse performing bottlers
for the extra costs incurred on account of the hike in prices of soft drink
concentrates. Mr. Short also realized that India is a price sensitive market
and the company would have to absorb in the increase in excise duty and
said that in the long run Coke will have to slash prices for the benefit of the
consumers and said that they were considering a cut in the prices of their
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fountain soft drinks.
Coke and Pepsi have devised strategies to get rid of middlemen
in the distribution network. However, 50% of the industry unfortunately
depends on these middlemen. As of now, around 100 agents are present in
Banaras . Bottlers of the 2 multinationals have strongly felt the need to
remove these middlemen from the distribution system, but very little success
has been achieved in doing so.
d)PROMOTION
It must be remembered that soft drinks purchases are an "impulse buy
low involvement products" which makes promotion and advertising an
important marketing tool. The 2 arch rivals have spent a lot on advertising
and on promotional activities.
To promote a brand and even to spend a lot on advertising, the
company must be aware of the perceived quality of the brand, its brand
power (if at all there is) since consumers make purchase decision based on
their perceptions of value i.e., of quality relative to price.
According to Paul Stobart, Advertising encourages customers to
recognize the quality the company offers. Price promotions often produce
short-term sales increases.
Coca Cola has entered new markets and also developing market economics
(like India) with much-needed jobs.
Coke attributes its success to bottlers, the Coca Cola system itself, i.e.,
its executive committees, employees, BOD, company presidents but above
all from the consumer.
Coke's red color catches attention easily and also the Diet Coke which
it introduced was taking the Cake, as Pepsi has not come out with this in
India.
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Ever since Coke's entry in India in 1993, Coke made a come back
(after quitting in 1977), in October 24 in Agra, the city was flooded by
trucks, there wheelers, tricycle cards-all with huge red Coke-emblazoned
umbrellas. Retailers were displaying their Coke bottles in distinctive racks,
also with specially-designed iceboxes to keep Coke bottles cold. This was
one big jolt to Pepsi.
STRATEGIES ADOPTEDBY COCK AND PEPSI
The Pepsi Process: Despite being a global brand, Pepsi has built its success
on
meeting the Indian consumer’s needs, particularly in terms of making the
brand synchronize with localized events and traditions. Instead of harping on
its global lineage, ergo, it tries to plug into ethnic festivals, use the
vernacular indifferent part of the country, and blend into the local fabric.
Pepsi is using both national campaigns-such as the Drink Pepsi, Get Stuff
scheme, which offers large discounts on other products to Pepsi-buyers as
well as local .
The Coke Copy: Instead of creating a bond with the customers through
small
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but high-impact events, Coca-Cola chose to associate itself with national and
international mega events like the World Cup Cricket, 1996, and world cup
football 1998. But now coke is also entering into local actions. Coke is also
trying to make their brand synchronize with localized events traditions and
festivals. Coca-Cola new tag line in this advertisement is “Real shopping,
Real refresher”. In this way Coke is copy Pepsi.
EMPOWERMENT
The Pepsi Process: Once of the strongest weapons in Pepsi’s armory is the
flexibility it has empowered its people with. Every manager and salesperson
has the authority to take whatever steps he, or she, feels will make
consumers aware of the brand and increase its consumption.
The Coke Copy: Flexibility is the weapon that Coca-Cola, fettered as it is by
the need for approvals from Atlanta for almost everything. In the past, this
has shown up in its stubborn insistence on junking the franchisee network it
had acquired from Parle; in its dependence on its own feedback mechanism
over that of its bottlers;’ and on its headquarters-led approach.
PRICE
The Pepsi process: Pepsi has consistently wielded its pricing strategy as in
invitation to sample, aiming to turn trial into addiction.
It launched the 500 ml bottle in 1994 at Rs. 8 versus Thums Up’s Rs. 9, in
April, 1996, its 1.5 litre bottle followed Coke into the marketplace at Rs. 30
– Rs 5 less than Coke’s .But it couldn’t continue the lower price positioning
for long.
The Coke Copy: Initially, coke carbon-copied the strategy by introducing its
330ml cans in January 1996, at an invitation price of Rs. 15 before raising it
to Rs. 18. By this time, it had realised that the Coca-Cola brand did not hold
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enough attraction for customers to fork out a premium. The 200ml Coke,
launched so far in parts of eastern, western, and northern India, is priced at
Rs. 5, lowering the entry-barriers. To really drive the market, as Coke wants
to you must go down to Rs. 3’.
PEPSI VS. COKE
$28 BILLION TURNOVER $16 BILLION
32% INT. SALES AS % 70%
` OF TOTAL SALES
RS. 5OO CRORES TOTAL INVESTMENT RS. 250 C
IN INDIA
RS. 300 CRORES PROPOSED RS. 2,400C
INVESTMENTS
2400 NO. OF EMPLOYEES 140
13 NO. OF OWNED NIL
BOTTLING PLANTS
18 NO. OF FRANCHISES 53
4000 NO. OF FOUNTAIN 1500
N.A. TOTAL INVESTMENT Rs 125 CR
BY BOTTLERS
6 NEW PLANTS PLANNED N.A.
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PEPSI AND COKE MARKET SHARE IN INDIA
COLA : 60% CLEAR LEMON : 4%
Pepsi : 26.5 7-UP : 2.5%
Thums-up : 17.5% Citra : 0.5%
Coke :10%
ORANGE : 16% OTHERS : 8%
Mirinda : 7.5% Other Brands : 16.5%
Fanta : 6%
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Gold Spot : 1%
Crush : 1%
CLOUDY LEMON : 12%
Limca : 9%
Mirinda lemon + Duke’s : 1.5%
Schweppes lemon : 0.5%
The Cola WarsOVER A CENTURY OF COLA SLOGANS,COMMERCIALS, BLUNDERS, AND COUPSThere's little doubt that the most spirited and intense competition in the
beverage world is between Coca-Cola and Pepsi. These two American
companies long ago took their battle worldwide, and although there are other
colas in the market, these giants occupy this high-stakes arena by
themselves. The impact of Coke and Pepsi on popular culture is
indisputable, and I have observed in my time managing this web site that
America has not become jaded about the cola wars. The memorabilia, the
jingles, the trivia - all still popular. So I am offering this page in an attempt
to assuage a wee bit of the Coke and Pepsi thirst that is thriving on our
planet.
IT ALL STARTED . . . .
Coca-Cola was invented and first marketed in 1886, followed by Pepsi in
1898. Coca-Cola was named after the coca leaves and kola nuts John
Pemberton used to make it, and Pepsi after the beneficial effects its creator,
Caleb Bradham, claimed it had on dyspepsia. For many years, Coca-Cola
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had the cola market cornered. Pepsi was a distant, nonthreatening contender.
But as the market got more and more lucrative, professional advertising
became more and more important. These soda companies have been leading
the way in advertising ever since.
ADVERTISING HISTORY & COMMERCIALS
Pepsi has definitely leaned towards the appeal of celebrities, popular music,
and young people in television commercials, while Coke relies more heavily
on images of happiness and togetherness, tradition, and nationalism,
perpetually trying to cash in on its original lead. In a simplified sense, you
could sum up the strategies as Coke: Old, Pepsi: New. In fact, as we will
see, when Coca-Cola tried something new, it was disaster.
The first magazine ad for Coca-Cola appeared in Munsey's in 1902.
Advertisements began to appear on billboards, newspapers, and streetcars.
Soon there were serving trays with images of people enjoying Coca-Cola,
and glasses with the cola's name on them. At this time, Coca-Cola and Pepsi
were served in drugstore soda fountains.
In 1909, Pepsi used its first celebrity endorser, automobile race driver
Barney Oldfield, in newspaper ads. In 1921, Pepsi went bankrupt, but
continued to appear on the scene, although not nearly so successfully as
Coca-Cola. In 1931, Pepsi went bankrupt again, but the new owner, Roy
Megargel, would hit upon an idea that would finally give Coca-Cola some
competition. In 1934, he marketed Pepsi in a 12-ounce bottle for a nickle. At
the time, Coca-Cola was sold in a 6-ounce bottle for ten cents. Voila! Profits
for Pepsi.
Pepsi racked up another first by airing the first radio jingle in 1939. It was so
34
popular that it was played in jukeboxes and became a hit recordCoca-Cola
hit the airwaves in 1941.
In 1946, inflation forced Pepsi to increase prices. And in 1950, Pepsi offered
a larger 26-ounce bottle to court the young American housewife.
In the 1960's, the cola ad wars moved to television. Coca-Cola employed a
host of celebrity singers to promote the product, including Connie Francis ,
Tom Jones, The New Beats, Nancy Sinatra, and The Supremes. As we
moved through the years, both colas incorporated some of their best slogans
("Pepsi Generation" and "the Real Thing") into subsequent commercials.
In the 1970s, market research showed that consumers preferred the taste of
Pepsi over Coke. The Pepsi Challenge is still being conducted today. But
Coke came up with what is arguably the best of all cola commercials, the
1971 I'd Like to Buy the World a Coke ad. This landmark was recalled in
Christmas versions in 1983 and 1984, and a 1990 Super Bowl ad, which
was enough to make some Baby Boomers weep with nostalgia.
In the 1980's, Pepsi lined up the celebrities, starting with Michael Jackson,
then Madonna, Michael J. Fox, Billy Crystal, Lionel Ritchie, Gloria Estefan,
Joe Montana, and others. Coke signed on Michael Jordan, New Kids on the
Block, Aretha Franklin, Elton John, and Paula Abdul.
In 1985, responding to the pressure of the Pepsi Challenge taste tests, which
Pepsi always won, Coca-Cola decided to change its formula. Bill Cosby was
the pitchman. This move set off a shock wave across America. Consumers
angrily demanded that the old formula be returned, and Coca-Cola
responded three months later with Classic Coke. Eventually, New Coke
quietly disappeared.
Pepsi, meanwhile, had its own flop, Crystal Pepsi, which was supposed to
catch the strange wave of the times when everything colorless was clean and
35
desirable (Zima, bottled water). And then there was Pepsi Lite with the
lemony flavor and one calorie, introduced in 1975. Remember that one?
Apparently they didn't expect us to because later they gave us Pepsi One,
using the same concept, but a completely different taste. And, extending the
idea even further, we are now getting Pepsi Twist, a new product with a
twist of lemon flavor.
In 1991, Ray Charles sang, "You got the right one baby, uh-huh!" Also in
the 1990s, Cindy Crawford and the Spice Girls pitched Pepsi. And then
Pepsi aired commercials featuring the aggravating little girl (Hallie
Eisenberg) with her troubling male voice.
In the new century, both colas continue to battle it out on the television
screen. And celebrities continue to be important promoters. Recently, Pepsi
has had commercials by Bob Dole and Faith Hill, among others.
SLOGANS
It's clear in looking at the slogans over the years that Coke and Pepsi have
very different targeting strategies. Coke is touting itself as the original, the
authentic, and appealing to a sense of tradition, positioning itself as an
integral part of daily American life. Pepsi, on the other hand, is promoting
itself as something new, young, and hip, which seems a little odd after over
100 years. But Coke was first, after all. Pepsi has always targeted the youth
market more aggressively than Coke.
COCA-COLA
1886 - Drink Coca-Cola
1904 - Coca-Cola Satisfies
1904 - Delicious and Refreshing
1905 - Coca-Cola Revives and Sustains
1905 - Good All the Way Down
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1906 - The Drink of Quality
1906 - The Great National Temperance
1907 - Delicious Coca-Cola, Sustains, Refreshes, Invigorates
1907 - Cooling . . . Refreshing . . . Delicious
1908 - Sparkling - Harmless as Water, and Crisp as Frost
1909 - Delicious, Wholesome, Refreshing
1910 - It Satisfies
1910 - Quenches Thirst as Nothing Else Can
1911 - It's Time to Drink Coca-Cola
1911 - Real Satisfaction in Every Glass
1912 - Demand the Genuine - Refuse Substitutes
1913 - The Best Beverage Under the Sun
1913 - A Welcome Addition to Any Party - Anytime - Anywhere
1914 - Exhilarating, Refreshing
1914 - Demand the Genuine by Full Name
1914 - Pure and Wholesome
1916 - Just One Glass Will Tell You
1917 - Three Million A Day
1919 - Quality Tells the Difference
1920 - Drink Coca-Cola with Soda
1922 - Thirst Knows No Season
1922 - Thirst Can't Be Denied
1922 - Thirst Reminds You - Drink Coca-Cola
1923 - Refresh Yourself
1924 - Pause and Refresh Yourself
1925 - Six Million A Day
1925 - The Sociable Drink
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1926 - Stop at the Red Sign
1927 - Around the Corner from Anywhere
1928 - A Pure Drink of Natural Flavors
1929 - The Pause that Refreshes
1930 - Meet Me At the Soda Fountain
1932 - Ice-Cold Sunshine
1933 - Don't Wear a Tired, Thirsty Face
1934 - Carry a Smile Back to Work
1935 - All Trails Lead to Ice-Cold Coca-Cola
1936 - What Refreshment Ought to Be
1936 - The Refreshing Thing to Do
1937 - America's Favorite Moment
1937 - So Easy to Serve and So Inexpensive
1938 - The Best Friend Thirst Ever Had
1938 - Pure Sunlight
1938 - Anytime is the Right Time to Pause and Refresh
1939 - Coca-Cola Goes Along
1939 - Make Lunch Time Refreshment Time
1939 - Makes Travel More Pleasant
1939 - The Drink Everybody Knows
1939 - Thirst Stops Here
1940 - Bring in Your Thirst and Go Away Without It
1941 - Completely Refreshing
1942 - Refreshment That Can't Be Duplicated
1942 - Whoever You Are, Whatever You Do, Wherever You May Be,
When You Think of Refreshment, Think of Ice-Cold Coca-Cola.
1943 - The Only Thing Like Coca-Cola is Coca-Cola Itself. It's the Real
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Thing
1943 - A Taste All Its Own
1943 - That Extra Something
1944 - How About a Coke
1945 - Passport to Refreshment
1945 - Whenever You Hear "Have a Coke," You Hear the Voice of
America
1947 - Coke Knows No Season
1947 - Serving Coca-Cola Serves Hospitality
1948 - Where There's Coke, There's Hospitality
1949 - Coca-Cola . . . Along the Highway to Anywhere
1950 - Help Yourself to Refreshment
1951 - Good Food and Coca-Cola Just Naturally Go Together
1952 - What You Want Is a Coke
1953 - Dependable as Sunrise
1954 - For People on the Go
1955 - America's Preferred Taste
1956 - Coca-Cola - Making Good Things Taste Better
1956 - Feel the Difference
1957 - Sign of a Good Taste
1958 - The Cold, Crisp Taste of Coke
1959 - Be Really Refreshed
1960 - Relax With Coke
1961 - Coke and Food - Refreshing New Feeling
1962 - Coca-Cola Refreshes You Best
1963 - Things Go Better With Coke
1965 - Something More Than a Soft Drink
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1966 - Coke . . . After Coke . . . After Coke
1970 - It's the Real Thing
1971 - I'd Like to Buy the World a Coke 1974 - Look Up, America
1976 - Coke Adds Life
1979 - Have a Coke and a Smile
1982 - Coke Is It!
1984 - Just For the Taste of It (Diet Coke)
1985 - Just For the Free of It (Caffeine Free Coke)
1985 - We've Got a Taste For You (New Coke)
1985 - America's Real Choice (Coca-Cola Classic)
1986 - Catch the Wave (New Coke)
1986 - Red, White and You (Coca-Cola Classic)
1987 - You Can't Beat the Real Thing
1989 - Can't Beat the Feeling
1990 - Can't Beat the Real Thing
1993 - Always Coca-Cola
1993 - Taste it All
PEPSI-COLA
1903 - Exhilarating, Invigorating, Aids Digestion
1907 - Original Pure Food Drink
1909 - Delicious and Healthful
1915 - For All Thirsts - Pepsi-Cola
1919 - Pepsi-Cola - It Makes You Scintillate
1920 - Drink Pepsi Cola. It will satisfy you.
1928 - Peps You Up!
1932 - Sparkling, Delicious
1934 - Refreshing and Healthful
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1939 - Twice As Much For A Nickel Too
1943 - Bigger Drink, Better Taste
1949 - Why take less when Pepsi's best?
1950 - More Bounce to the Ounce
1950 - The Light Refreshment
1954 - Refreshing Without Filling
1958 - Be Sociable, have a Pepsi
1961 - Now It's Pepsi, For Those Who Think Young
1963 - Come Alive! You're In the Pepsi Generation
1967 - Taste That Beats the Others Cold
1967 - Pepsi Pours It On
1969 - You've Got a Lot to Live and Pepsi's Got a Lot to Give 1973 -
Join the Pepsi People Feelin' Free
1975 - Have a Pepsi Day
1978 - Catch That Pepsi Spirit
1981 - Pepsi's Got Your Taste For Life!
1983 - Pepsi Now!
1984 - Pepsi, the Choice of a New Generation
1992 - Gotta Have It
1993 - Be Young, Have Fun, Drink Pepsi
1995 - Nothing else is a Pepsi
1999 - The Joy of Cola
CELIBRITIES PLAYING PART IN TO THE SALES
PROMOTION OF THE PRODUCT:
CELIBRITIES OF PEPSI:
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AMITABH BACHHAN
SHAHRUKH KHAN
PREETY ZINTA
SACHIN TENDULKAR
SAIF ALI KHAN
SAURAV GANGULY
RAHUL DRAVID
MOHD. KAIF
ZAHEER KHAN
HARBHAJAN SINGH
YUVRAJ SINGH
CELIBRITIES OF COKE:
SALMAN KHAN
AISHWARYA RAI
AMIR KHAN
VIVEK OBEROI
BIPASHA BASU
AKSHAY KUMAR
COKA COLA, PEPSI IN CALORIE BATTLE
Arch rivals plan salvos of new diet colas, Pepsi ONE and Coca-Cola
Zero.
March 22, 2005:
NEW YORK (CNN/Money) - The beverage aisle is about to get more
crowded as Pepsi and Coca-Cola debut new diet colas.
Coca-Cola is adding a fourth diet cola to its line this June with Coca-Cola
Zero, with no calories, the company announced Tuesday. And this spring
42
Pepsi is relaunching its one-calorie Pepsi ONE with Splenda sweetener
rather than aspartame.
Reformulated Pepsi One, available on shelves and coolers in late March,
is part of Pepsi's focus on diet soft drinks this year, said Katie Lacey, Pepsi-
Cola North America's vice president of carbonated beverages, in a statement
While for Coke, "Coca-Cola Zero is exactly what young adults told us they
wanted," said Dan Dillon, vice president, Diet Portfolio, Coca-Cola North
America, in a statement.
Apparently America's youth wanted a cola sweetened with sugar
subsaspartame and acesulfame potassium. The new cola will not replace
Diet Coke, favored by a different group of cola swiggers, according to the
company.
Both Pepsi's (up $0.08 to $52.64, Research) and Coke's (up $0.06 to $41.66,
Research) new diet brews are aimed young adults, mostly male, according to
Adage.com. Apparently, more men are gulping reduced-calorie and
zerocalorie beverages to stay trim, the article says.
Along with Diet Coke and the new Zero, Coke's diet selection includes a
Splenda-sweetened Diet Coke, Diet Coke with lime and C2, launched last
year.
For the curious, Coca-Cola Zero will auction off a sample pack of the cola
on eBay in April.
Coke vs. Pepsi: the new cola wars
NEW YORK (CNN/Money) - The Beatles or the Backstreet Boys? Star
Trek or Star
Wars? Yankees or Mets? They say you must like either one or the other.
Shares of Coca-Cola (KO: Research, Estimates) and PepsiCo (PEP:
Research, Estimates) have been on a tear this year, with each posting solid
43
gains in an otherwise dismal market. Coke has surged 20.3 percent year to
date while Pepsi is up 7.2 percent. The two currently are trading just a hair
off their 52-week highs.
But some analysts and fund managers think the trendier Pepsi has more fizz
left in its stock than Coke.
Coca-Cola is launching a new product, Vanilla Coke, next week (May 15)
while Pepsi recently announced that it will start selling a berry flavored cola,
Pepsi Blue, in August. With Vanilla Coke, the company seems to be
banking on nostalgia. (John Travolta's character in "Pulp Fiction" ordered a
Vanilla Coke at a 50's themed diner, for example.)
Pepsi Blue, on the other hand, seems to be a concerted attempt to reach out
to the hipper, younger demographic that drinks Pepsi's Mountain Dew. And
embracing that demographic has worked. The launch of Code Red, a
cherryflavored version of Mountain Dew, last year helped Pepsi increase its
market share. According to the Beverage Market Corporation, unit volume
for all of Pepsi's soda brands (including Diet Pepsi and Mountain Dew for
example) increased 1.3 percent in 2001 while volume for Coke's carbonated
beverage brands (Diet Coke, Cherry Coke and Sprite among others) declined
by .2 percent. "This is a mistake for Coke. Pepsi is going after the right
market. Younger audiences are going to buy more of Pepsi Blue. I don't see
any edge in vanilla," says Ted Parrish, co-manager of the Henssler Equity
Fund. As of April 30, Pepsi was the fund's second-largest holding. The fund
does not own Coke.
44
BATTLE OF THE BEVERAGES:
PEPSI IS NOT AS PRICEY
Regardless of which soda you like better though, Pepsi seems the better
value than Coke right now. Coke is trading at a nearly 20 percent premium
to Pepsi based on 2002 P/Es even though the two companies' earnings
growth rates are nearly identical. (Pepsi's are actually a shade higher.)
And when you look at revenues, the gap is even more dramatic. Coke is
trading at 7 times estimated 2002 sales while Pepsi is trading at 3.5 times
45
2002 revenue estimates. Both companies are expected to post slight declines
in sales this year and an increase of about 4 percent in 2003. Due to this
disparity in valuation, Jeff Kanter, an analyst with Prudential Securities, says
he has a "buy' rating on Pepsi and "hold" on Coke. Prudential does not do
investment banking.
To be sure, Coke is still the market share leader in soft drinks. One of the
main reasons the stock has outperformed Pepsi this year was because it
reported a better than expected gain in unit volume in the first quarter. And
the company has taken steps to cement its carbonated beverage lead as well
gain ground in the bottled water market. (Coke and Pepsi both have their
own brands of water, Dasani and Aquafina, respectively.)
On Tuesday, Coke announced that it was acquiring the Seagram's line of
mixers, tonic, ginger ale and seltzer from Diageo and Pernod Ricard. And
last month, Coke entered into an agreement with Group Danone to distribute
Evian bottled water in North America.
Some pretzels with that soda?
But while Coke relies solely on beverages for growth, another factor in
Pepsi's favor is its diversity. "What attracts me to Pepsi is I have more faith
in their ability to grow earnings. Not only are they successful on the
beverage side but they are successful with salty snack foods," says Crit
Thomas, director of growth equity for National City Investment
Management Co., the subadvisor for Armada Funds. As of March 31, Pepsi
was the seventh-largest holding in the Armada Tax Managed Equity Fund
and the tenth-largest holding in the Armada Equity Growth Fund.
In fact, Pepsi's carbonated beverages are not even the biggest generator of
sales and earnings for the company. Pepsi's Frito-Lay brand of snack foods,
46
which include Fritos, Doritos and Rold Gold, accounted for 61.2 percent of
revenue and 65.3 percent of operating profits in the first quarter.
Pepsi's soft drink business made up 19 percent of sales and 23.2 percent of
operating profit. Pepsi also owns Gatorade and Quaker Foods, having
acquired Quaker Oats last year.
One potential risk for both Pepsi and Coke is the economy. No, not if it goes
back into a recession. If the economy continues to improve, the stocks could
fall victim to what is known as sector rotation, the selling of defensive
companies like food and beverages in order to buy more economically
sensitive companies in the financial services and technology sectors. To that
end, shares of Pepsi and Coke fell slightly on Wednesday during the
Ciscoinduced market rally.
Still, Thomas says signs that the dollar is starting to weaken compared to
other currencies should prop up both stocks. That's because a weaker dollar
helps boost the profits of international subsidiaries, since profits made in a
foreign currency are converted back to dollars. The majority of Coke's sales
are from its international operations, with just 38 percent of revenue coming
from the U.S. last year. Pepsi is not as big globally but currency fluctuations
are still a factor, as international sales accounted for 29 percent of revenue in
2001.
More than just two soda stocks
But if you're not a fan of either Pepsi or Coke, there actually are several
other beverage stocks out there. And they're trading at lower valuations.
Cadbury Schweppes (CSG: Research, Estimates), the British
confectioner, owns the Dr Pepper, 7 Up, A&W and Royal Crown brands of
soda. It too is joining the new round of cola wars, introducing Red Fusion, a
fruit flavored version of Dr Pepper, Friday. Red Fusion will hit the market in
47
July. Cadbury Schweppes' stock trades at a sizable discount to Coke and
Pepsi, with a P/E of 16.7 based on 2002 earnings estimates. Earnings are
expected to increase 12.5 percent this year.
Cott (COTT: Research, Estimates), the largest maker of private label
sodas, trades at 26 times 2002 earnings estimates but it's growth prospects
for this year and next are better than Coke and Pepsi. Analysts expect Cott's
earnings to increase 34.5 percent this year and 23 percent in 2003.
Finally, for you Shasta fans out there (we know there are some), there is
National Beverage (FIZ: Research, Estimates), which owns Shasta and
Faygo, a brand of carbonated beverages popular in the Midwest. The stock is
thinly traded and has no analyst coverage, but for what it's worth it is trading
at less than one times last year's sales.
PRODUCT
The term soft drink was originated to distinguish the flavored refreshment
from hard liquor. Soft drink was flavored to change the habits of earlier
Americans who used to have hard liquor. The fruits and vegetable juices are
not considered soft drinks. Pepsi is a pure soft drink, which is enjoyed in our
195 countries. It is made of artificial flavors and contains no fruit juice or
fruit pulp.
How soft drinks are made:
Soft drink consists of carbonated water and syrup. Adding carbonated gas to
water under pressure produces carbonated water. The gas makes the water
bubble and fizz in most cases. Syrup is made of a concentrate and sweetener.
A concentrate is a blend of flavor and acid. In concentrate for most soft
drinks also include coloring. The concentrate contains a unique blend of
ingredients, which give Pepsi its distinctive flavor. Syrup can be also being
prepared directly from individual ingredients. Carbon dioxide gas gives
48
beverage its sparkle and tangy taste and prevents spoilage. While it has not
been conclusively proved that carbonation offers a direct medical benefit,
carbonated beverage are also used to alleviate post operative nausea when no
other food can be tolerated. Carbon dioxide is supplied to soft drinks by
manufactures in a liquid form maintained under approximately 1,200 pounds
per square inch pressure in heavy steel containers.
Many of the flavorings found in soft drinks come from natural sources such
as fruits juices and oils obtained from roots, citrus fruit peels, and leaves of
various plants. Some flavoring are artificial, but a similar to natural flavoring
in taste. Citric acid and phosphoric acid give soft drink a tart taste. Caramel
is usually used as a coloring in cola drinks. The sweeteners may come from
maize, sugar beet or sugarcane. Artificial sweetener, such as saccharine and
aspartame is used in Diet Pepsi and Diet Coke.
The mixing is carried out under the highest standards of quality control and
accordingly to precise instructions in order to insure that every consumer
always receives a product of the same trusted quality. The bottling of Pepsi
in modern plants such as there are in India is carried out at the rate of 600
bottles a minutes. Pepsi is approved by the National Health Authorities of
every country in which it is sold.
Packaging
Pepsi is supplied in -
Returnable glass bottles (200 ml, 250 ml, 300 ml, 500 ml, 1 lt.)
which is supplied in molded plastic shells.
1.5 litre PET bottles,
330 ml of cans,
PMX machines (Fountain Pepsi)
Fountain Pepsi (F P) Dispenses soft Drinks in plastic cups. There are two
49
methods of vending soft drinks.
1. Pre-mix system - In the premix system, the finished beverage is
prepared by the soft drink manufacturers and filled into 5 to 10 gallon
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stainless steel tanks. The tanks of the beverage are attached to the vending
machine where the beverage is cooled and dispensed.
2. Post-mix system - In post-mix system the vending machine has its
own water and carbon dioxide supply. The water is supplied through Aqua
Guard purifier and is carbonated as required by carbon dioxide cylinder. It is
then mixed with concentrate or flavored syrup which is kept in BIB (Bag in
Box) as it is dispensed into the cup. Pepsi has post mix vending machines
and coke has pre mix vending machines.
Cans & Bottles - Among the different packages in the market in the next
couple of years could be cans and pet bottles - apart from the standard glass
bottles. One of the standard packages that one is likely to see in the coming
years is buying more at lower price. Pepsi introduced 200 ml bottles of Pepsi
at the price of Rs.6. It was an instant hit while packages of those kinds are
also being worked out keeping in view of the rural market. But it could also
lead to the killing of the standard 300 ml size bottles that is in vogue now.
The consumer would get a choice of soft drink at a cheaper and an
affordable price - even if it means breaking of certain standards shapes and
sizes of the packages. The broad strategies of both penetrating the market are
still being made. And the amount of thought that is going into it can be made
out from the very fact that the manufacturers are thinking of such
innovations as the “picnic packages” of the brand for those on holiday trip.
The battle will be engrossing as packages will be brought to the market and
be pulled by the competing rivals. There would be price wars and
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competitions on qualities.
In the US, 55% of the carbonated soft drink (CSD) is sold today in
returnable bottles, 30% on one-trip containers and 15% through vending
machines and fountain. In other parts of the would, Pepsi are sold mainly in
returnable bottles. Pepsi in cans are more popular in countries such as US,
Canada, Australia, Philippines and England. Canned Pepsi is also sold in
India.
Brands –
The current Indian market consists of seven-flavor segment. Cola segment is
by far the most widely consumed soft drinks.
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In addition to these segments, Pepsi has developed wide range of
soft drinks such as Diet Pepsi, Caffeine Free Pepsi and low sodium Pepsi,
Sugar Free -Pepsi Max.
52
SEGMENT BRANDCOLA PEPSIORANGE MIRANDACLOUDY LIME MIRINDA LEMONCLEAR LIME 7-UPSODA EVERESSMANGO SLICE
5. INTRODUCTION OF RESEARCH WORK
This report attempts to study the marketing mix keeping in mind the current market situation. Besides, this report also studies the customer feedback about the COCA COLA. Thus it can be said that there are two broad goals of the research i.e. TO STUDY THE CONSUMERS PREFERENCE FOR COCA COLAas a whole and other to CREATE A TOP OF MIND AWARENESS OF COCA COLA. The research work was done through the collection of primary data and secondary data by a common questionnaire through the market survey technique.Thus; based on our research, we have made some conclusions and suggestions to make the performance of COCA COLA amongst all players better.
RESEARCH METHODOLOGY
A detailed survey of consumers was carried out to find out their preferences for COCA COLA the details of the methodology are stated below:
AREAS:
PUNE (katraj, dhankawadi, m.g road, f.c road kothrud , koregaoan park)
Type of Research : Exploratory Research
Descriptive resarch
Research Question
Consumer preferences for bingo
Sampling technique Convenience sampling
Sample Size : 200
Samplings Areas : Pune
Primary Data : Responses through questionnaires
Conducted personal interviews
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with the respondents .
Secondary Data : Websites .
News papers
research tools chi square test friedman test
54
6. ANALYSIS AND FINDINGS
1. GENDER OF THE CONSUMER?
51%49%male
female
Fig 1
Table1
Out of 200 consumers, 51% are males and only 49% are females.
Valid
Male 102 51.0 51.0 51.0Female 98 49.0 49.0 100.0
Total 200 100.0 100.0
Frequency
Percent
Valid Percent
Cumulative
Percent
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2. AGE GROUP OF THE CONSUMER?
34%
28%
22%
13%3%
BELOW 15
16-25
26-35
36-45
46 & ABOVE
Fig2MAXIMUM numbers of people surveyed are BELOW 15 YEARS
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3. OCCUPATION OF THE CONSUMER?
Frequency Percent
Valid Percent
Cumulative
PercentValid Profession
al26 13.0 13.0 18.0
Businessman
18 9.0 9.0 22.0
Service 52 26.0 26.0 48.0Student 98 49.0 49.0 97.0 Any other 6 3.0 3.0 100.0
Total 200 100.0 100.0 100.0
Table2
13%
9%
26%
49%
3%
PROFESSIONAL
BUSINESSMAN
SERVICE MAN
STUDENTS
ANY OTHER
Fig3
OUT OF 200 PEOPLE 13%are professionals, 9%are businessman, 26%are
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serviceman, and 49% are students.
4. NUMBER OF PEOPLE PURCHASE COLD DRINKS ?
Frequency Percent
Valid Percent
Cumulative
PercentValid Yes 194 97.0 97.0 97.0
No 6 3.0 3.0 100.0 Total 200 100.0 100.0
Table 3
Fig4
Out of 200 respondents, 97% of consumers buy COLD DRINKS and only 3%of them do not buy
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5. COLD DRINKS PEOPLE BUY?
Frequency Percent Valid PercentCumulative
PercentValid COKE 38 18.8 18.8 18.8
PEPSI 36 17.75 17.75 36.557 UP 24 12 12 48.55SPRITE
23 11.12 11.12 59.67
FANTA
17 8.6 8.6 68.27
MAZZA
16 8.3 8.3 76.57
THUMSUP
46 23.2 23.23 100.0
Total 200 100.0 100.0
Table4
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19%
18%
12%11%
9%
8%
23%COKE
PEPSI
7 UP
SPRITE
FANTA
MAZZA
THUMSUP
Fig519% respondents prefer COKE, 18% prefer PEPSI, 12% 7UP, 11 % of them preferSPRITE, 9%FANTA, 8% prefer MAZZA, and 23% prefer THUMSUP.
6. REASON TO PURCHASE COALA DRINKS?
Frequency Percent
Valid Percent
Cumulative
PercentValid Brand
name 40 20.0 20.0 20.0
Taste 50 25.0 25.0 45.0Brand ambassador
16 8.0 8.0 53.0
Packaging 20 10.0 10.0 63.0 Easy availability
32 16.0 16.0 79.0
Price 40 20.0 20.0 99.0 Any other 2 1.0 1.0 100
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.0Total 200 100.0 100.0
Table 5
25%
20%
20%
15%
11%
8% 1%
TASTE
BRAND NAME
PACKAGING
PRICE
BRANDAMBASSADOR
EASYAVIALABILITY
ANY OTHER
Fig625%people purchase COLD DRINKS because of TASTE,20% people purchase COLD DRINKS because of BRAND NAME,20% people purchase COLD DRINKS because of PACKAGING,15% people purchase COLD DRINKS because of PRICE ,11% people purchase COLD DRINKS because of BRAND AMBASSADOR 8%people purchase COLD DRINKS because of EASY AVILABILITY1%people purchase COLD DRINKS because of ANY OTHER REASON7. PEOPLE HAVE SEEN THE ADVERTISEMENT OF COLD DRINKS
Frequency Percent
Valid Percent
Cumulative
PercentValid Yes 196 98.0 98.0 98.0
No 4 2.0 2.0 100.0Total 100 100.0 100.0
Table 6
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Fig7
Out of 200 consumers 98% have seen the ADVERTISEMENT and only 2% have not seen the ADVERTISEMENT of any cola drinks
8. ADVERTISEMENT PEOPLE REMEMBER THE MOST?
Frequency Percent Valid PercentCumulative
PercentValid COKE 54 27.0 27.0 27.0 PEPSI 56 28.0 28.0 55.0 7 UP 32 16.0 16.0 71.0 SPRIT
E42 21.0 21.0 92.0
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FANTA
8 4.0 4.0 96.0
Total
MAZZA
6 3.0 3.0 99.0
THUMSUP
2 1.0 1.0 100
Total 200 100 100
Table 7
23%
23%
11%6%
4%
10%
23%COKE
PEPSI
7 UP
SPRITE
FANTA
MAZZA
THUMSUP
Fig823% people remember the advertisement of COKE23% people remember the advertisement of.PEPSI11% people remember the advertisement of 7UP6% people remember the advertisement of SPRITE4% people remember the advertisement of FANTA10%people remember the advertisement of MAZZA23%people remember the advertisement of.THUMSUP
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9. REASON TO REMEMBER THE ADVERTISEMENT?
Frequency Percent
Valid Percent
Cumulative
PercentValid Creativity 48 24.0 24.0 24.0
Brand ambassador
50 25.0 25.0 49.0
Idea of delivering message
22 11.0 11.0 60.0
Frequency of add
50 25.0 25.0 85.0
Logical reason
30 15.0 15.0 100.0
Total 100 100.0
Table 8
Fig9
24% people remember the advertisement because of CREATIVITY.
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25% people remember the advertisement because of BRAND AMBASSADOR11% people remember the advertisement because of THEIR IDEA OF DELIVERING THE MESSAGE.25%people remember the advertisement because of FREQUENCY OF ADD.15% people remember the adverisement because of LOGICAL REASON.COLA DRINK PEOPLE BUY
1.CHI-SQUARE TESTconnections
Observed N Expected N ResidualCOKE 151 114.3 105.7
PEPSI 142 114.3 -101.3
7 UP 96 114.3 -26.3
SPRITE 89 114.3 75.7
FANTA 69 114.3 63.7
MAZZA 67 114.3 -84.3
THUMSUP186 114.3 -110.3
Total 200
Table 9Test Statistics
ConnectionsChi-Square(a) 447.260Df 6
Asymp. Sig. .000
a 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 114.3.
Table 10
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HO-there is no significance difference between the preferences of consumers regarding the COLD DRINKS?H1-there is a significance difference between the preferences of consumers regarding the COLD DRINKS?
IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED. THAT means consumers preferences for Drinks are different.
151 RESPONDENTS buy COKE, 142 buys PEPSI, 96 7UP, 89 consumers prefer SPRITE, 69 prefer FANTA chips, 67 prefer MAZZA, and only 186 of them prefer THUMSUP
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ADVERTISEMENT PEOPLE REMEMBER THE MOST
2. CHI-SQUARE TEST
ADVERTISEMENT
Observed N Expected N ResidualCOKE 189 133.3 -45.3
PEPSI 188 133.3 -67.3
7 UP 84 133.3 30.7
SPRITE 48 133.3 -9.3
FANTA 32 133.3 75.7
MAZZA 78 133.3 15.7
THUMSUP181
Total
Table 11Test Statistics
ConnectionsChi-Square(a) 101.905Df 5
Asymp. Sig. .000
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a 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 133.3.
Table 12
HO-there is no significance difference between the advertisements
H1-there is a significance difference between the advertisements
IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED. THAT means consumers remember different different advertisements.
189 people remember the advertisement of COKE, 188 people remember the advertisement of PEPSI, 84 people remember the advertisement of7UP,48 people remember the advertisement ofSPRITE,32 people remember the advertisement of MAZZA, AND 181 people remember the advertisement of THUMSUP.
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REASON TO PURCHASE A COLD DRINK.
3. FRIEDMAN TESTRanks
Mean RankPackaging
5.11
Brand6.00
Taste6.90
Easy availability2.00
Ambassador3.00
Price3.99
Other1.01
Table 13Test Statistics(a)
N200
Chi-Square4718.549
Df6
Asymp. Sig..000
a Friedman Test
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Table 14H0- there is no significance difference between all the factors.H1-there is a significance difference between all the factors.
IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED. THAT means consumers prefer any mobile connection on the basis of certain factors.
In this case as The mean rank of taste IS 6.90 MEANS most of the consumers purchase drinks because the taste.
AND the mean rank for EASY AVAILABILITY is 2.00 (AFTER ANY OTHER FACTOR) THAT means CONSUMERS don’t care about EASY AVAILABILITY while purchasing COLD DRINKS
THE SEQUENCE OF
THEIR PURCHASING PREFERENCE IS…………………
TASTEBRAND NAMEPACKAGINGPRICEBRAND AMBASSADOREASY AVIALABILITYANY OTHER
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REASON TO REMEMBER THE ADVERTISEMENT
4. Friedman TestRanks
Mean RankCreativity
3.91
Brand ambassador 4.23
Idea of message1.10
Frequency of add4.62
Logical reason2.43
Table 15Test Statistics(a)
N200
Chi-Square4626.647
Df6
71
Asymp. Sig..003
a Friedman TestTable 16 .
H0- there is no significance difference between all the factors TO REMEMBER THE ADVERTISEMENT.H1-there is a significance difference between all the factors TO REMEMBER THE ADVERTISEMENT
IF H0 <.05 OUR null Hypothesis is rejected and in this case H0 IS REJECTED.THAT means consumers remember the advertisement of any COLA DRINK because of some factors, In this case as
the mean rank of FREQUENCY OF THE ADVERTISEMENT IS 4.62 MEANS most of the consumers remember the advertisement because the frequency of the add,
AND the mean rank for idea of delivering the message is 1.10 THAT means CONSUMERS don’t care about the idea of delivering the message.
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MAJOR FINDINGS
1. Out of 200 consumers, 51% are males and only 49% are females.
2. Maximum number of people surveyed is below 15 years
3. Out of 200 people 13%are professionals, 9%are businessman, 26%are serviceman, and 49% are students.
4. Out of 200 respondents, 97% of consumers buy cold drinks and only 3%of them do not buy.
5.19% respondents prefer coke, 18% prefer pepsi, 12% 7up, 11 % of them prefersprite, 9%fanta, 8% prefer mazza, and 23% prefer thumsup
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 packaging,15% people purchase cold drinks because of price ,11% people purchase cold drinks because of brand ambassador 8%people purchase cold drinks because of easy avilability1%people purchase cold drinks because of any other reason.
7. Out of 200 consumers 98% have seen the advertisement and only 2% have not seen the advertisement of any chips
8.23% people remember the advertisement of coke, 23% people remember the advertisement of.pepsi, 1% people remember the advertisement of 7up, 6% people remember the advertisement of sprite, 4% people remember the advertisement of fanta, 10%people remember the advertisement of mazza, and 23% people remember the advertisement of.thumsup
9.24% people remember the advertisement because of creativity.25% people remember the advertisement because of brand ambassador,11% people remember the advertisement because of their idea of delivering the message.,25%people remember the advertisement because of frequency of add.15% people remember the advertisement because of logical reason.
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SUGGESTIONS On the basis of above study following suggestions can be given:
Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer.
The company should make hindrance free arrangement for its customers/retailers to make any feedback or suggestions as and when they feel.
The company should focus to bring some more flavours and variety of schemes rather then bring second and repeat same old one. It is always better to be first than being better.
The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to make a perfect anticipated efforts to meet the same
The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole.
The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers as well as from
The market and try to solve it without any delay to establish its own good credibility..
The visibility of any product plays an important role in making the customer, aware about it and is vital for the growth and development of any product.
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For their advertisement they can also introduce a brand ambassador, because most of the consumers remember advertisement because of their brand ambassador.
A strong watch should be kept on distributors also, because in some cases they are found to be cheating the retailers and affecting the goodwill of the BRAND.
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CONCLUSION
During the course of the project I realized that the customer willingly
answered the closed end questions.
From the analysis of the data collected and from the experiences I have
reached the following conclusions:
COKE is most popular amongst its users mainly because of its TASTE,
BRAND NAME, INNOVATIVENESS Thus it should focus on good taste
so that it can capture the major part of the market. But most of the
consumers prefer THUMSUP as their 1st preference, then COKE
We come to the conclusion that visibility affects the sales of project in a
very special way. And in terms of the advertisements lays is lacking
behined,.mostly consumers remember the advertisement because of the
frequency of add and brand ambassadors ,creativity.
After acquiring a new customer, there is lot of importance of its retention
also. This can be done only by providing extra flavors and good taste
In today’s scenario, customer is the king because he has got various choices
around him. If you are not capable of providing him the desired result he
will definitely switch over to the other provider. Therefore to survive in this
cutthroat competition, you need to be the best. Customer is no more loyal in
today’s scenario, so you need to be always on your toes.
We feel that there is cutthroat competition between
COKE,PEPSI,THUMSUP so to be on top of mind of the customers they
need to do something outstanding every time
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LIMITATIONS OF THE STUDY
Some of the respondents refused to fill the questionnaires.
The responses may vary as some people did not want to come up with real answers.
The people were busy in their own work so they might not have given actual responses..
Limitation of time.
The survey is conducted only in few areas of Pune, ; hence the results may vary in other parts of the cities.
Small sample size.
And like any other research the limitation of personal bias of respondents limits the scope of the study.
The findings are based on the survey conducted in the month of mid
JANUARY to mid MARCH ; the results may vary in other months.
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. BIBLIOGRAPHY
TEXT BOOKS:
Kotler Philip, “Marketing Management”, Pearson Education.
Beri G.C, “Marketing Research”, Third Edition.
Cooper Donald R. & Shindler Pamela S, “Business Research Methods”
Tata McGraw-Hill Edition Eighth.
Schiffman Leon G. & Kaunk Leslie Lazar, “Consumer Behavior”
Pearson Education, Eighth Edition.
Magazines and journals
4 p’s
Eonomic Times
WEBSITES:www.Coca cola.com
www.pepsi.com
SEARCH ENGINE :www.google.co.in
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ANNEXURE
QUESTIONNAIRE
1.NAME: ………………………………..GENDER- MALE FEMALE ADDRESS ……………………………
OCCUPATION PROFESSIONAL BUSINESSMAN SERVICE STUDENT ANY OTHER
2. AGE : 15-20 21-35 36-45 46-55 55 AND ABOVE 3. DO you drink coca cola? Yes No
4. Which cola drink do you prefer most? COKE PEPSI 7UP SPRITE FANTA MAZA THUMSUP
5. About Cola drink what do you like the most?(PLEASE RATE THEM from 1-6)
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BRAND NAME TASTE EASY AVAILABILITY PACKAGING PRICE BRAND AMBASSADOR ANY OTHER (PLEASE SPECIFY)
6. Have you seen any advertisement of ANY Cola drinks? Yes No
7. Advertisement of which Cola drinks do you remembers the most?
COKE
PEPSI
7 UP
SPRITE
FANTA
MAZZA
THUMSUP
8. What attracted you in the advertisement?( PLEASE RATE THEM from 1-3)CREATIVITY BRAND AMBASSADOR IDEA OF DELIVERING THE MESSAGE FREQUENCY OF ADD LOGICAL REASON
9. Have you decided to purchase any connection after watching the advertisement?
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Yes No
ANY SUGGESTIONS:::::::::::::………………………………………………………………………………………………………………
STUDY ON- CONSUMER PREFERENCES FOR coke
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