consumer's preferences and perceptions

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3.3: Organization Structure of Coca-Cola India41

Figure 4: Organization Structure of Coca-Cola India.41

Figure 5: Organization Structure of Coca-Cola India.42

3.4: Organization Structure of the Sales Department in HCCBPL..43

Figure 6: Organization Structure of the Sales Department.44

3.5: Manufacturing Unit of HCCBPL45

Figure 7: Chain followed from Manufacture to Distribution.45

3.6: Manufacturing process at HCCBPL..46

Figure 8: Manufacturing process46

3.7: Business Plan model at HCCBPL.47

Figure 9: Business Plan model at HCCBPL47

3.8: Distribution Network.48

3.8.1: Distribution Routes.49

3.8.2: Distribution System50


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3.8.3: Departments involved in the Distribution process.51

3.9: SWOT Analysis of HCCBPL52

3.9.1: Strengths.53

3.9.2: Weaknesses54

3.9.3: Opportunities.55

3.9.4: Threats..56

3.10: Competitors to HCCBPL.58

CHAPTER 4: PRODUCTS..59-62

4.1: Packaging details63


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CHAPTER 5: PROJECT: PERCEPTION OF CONSUMERS TOWARDS MINUTE MAID

PULPY ORANGE..64

5.1: Objective of the Study.65

5.2: Review of literature66

5.3: Executive Summary..68

5.4: Research Design.71

5.5: Methodology.72

5.6: Finding and Analysis73-85

5.6.1: Graph 1: Total number of Consumers based on Age Group74

5.6.2: Graph 2: Total number of Consumers based on Gender75

5.6.3: Graph 3: General reaction of Consumers about MMPO..76-77

5.6.4: Graph 4: Reaction analyzed on basis of Age Group.78-80

5.6.5: Graph 5: Reaction analyzed on basis of gender.81-82

CHAPTER 6: CONCLUSION...86-88

CHAPTER 7: RECOMMENDATION AND LIMITATION..89-91

Article II.


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Article III.

Article IV. IntroductionCoca-Cola, the product that has given the world its best known taste was born in Atlanta,

Georgia; on May 8, 1886.coca Cola Company is the worlds leading manufacturer, marketer and

distributor of non alcoholic beverage concentrates and syrups, used to produce nearly 400

beverages brands.


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It sells beverages concentrates and syrups to bottling and canning operators, fountain retailers

and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products,

in addition to this, it also produces and markets sports drinks ,tea and coffee.

The coca cola company began building its global network in the 1920s. now operating in more

than 200 countries and producing nearly 400 brands, the coca cola system has successfully

applied a simple formula on a global scale provide a moment of refreshment for a small amount

of moneya billion times a day

Minute Maidis a product line of beverages, usually associated with lemonade or orange juice,

but now extends to soft drinks of many kinds, including Hi-C. Minute Maid is sold under Cappy

brand in Central Europe and under Fruitopia in Norway.

Minute Maid was the first company to market orange juice concentrate, allowing it to be

distributed throughout the United States and served year-round. The Minute Maid company is

owned by The Coca-Cola Company, and is the world's largest marketer of fruit juices and drinks.

The firm opened its headquarters in Sugar Land Town Square in Sugar Land, Texas, United

States, on February 16, 2009; previously it was headquartered in the 2000 St. James Place

building in Houston.

Article V. Background of the studyThis research about understands the consumers preferences and perception regarding marketing

mix strategies of minute maid which is Coca-Cola product. Minute maid fruit juice is compared

with Slice that is the product of PepsiCo, to understand well the factors which effects the

consumers perception and preferences regarding minute maid juice.

Article VI. Problem statementWhy consumers prefer slice over minute maid and what are the factors that compels consumers

towards choosing slice.


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Article VII. Objective of the studyThe Objective of this research is to evaluate the influence of slice fruit juice over the minute

maid fruit juice and to figure out what elements do matter for improving minute maid juice in the

area of marketing mix.

Article VIII. Scope of the studyThe research only considers and targets the students and teachers of Hayatabad, Peshawar to

study their perceptions and preferences regarding Minute maid and slice juice drinks.

Article IX. Significance of the studyThe study would enable user to identify the major weaknesses, strengths of company brand and

will help to know what people perceive about their products which will lead company to a

positive side. In addition what people recommends and suggest to improve the products which

will result in consumer satisfaction.

Article X. Literature reviewMinute maid is a 62-year-old brand and entered the coca cola fold in 1960.the history of the

minute maid brand goes as far as 1945 when the Florida foods corporation developed an orange

juice powder. The company developed a process that eliminated 80% of the water content in

orange juice to form a frozen concentrates which, when reconstituted created orange juice. The

product was thereby branded Minute maid a name signifying the convenience and the ease of

preparation I.e. the drink could be prepared in just about a minute. Minute maid thus moved from

a powdered concentrate to the first ever orange juice from concentrate. Over the years, through

innovation and unmatched consumer experience provided in over 60 countries, Minute maid has

clearly become one of the worlds largest juice andjuice drink brand. Minute maid pulpy orange

in India was launched in Hyderabad on the 19

th

of February. The product is aimed to furtherextend the leadership of coca cola in India in the juice drink category.

There are over a 100 products in the minute maid banner that include fruit drinks in various

flavors and fortified varieties. Coca cola is exploring its options to introduce some of these in

India in future after tweaking them to suit local tastes and conditions. The product is made


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available in two packs; one being a 400 ML bottle priced Rs 25 and the other being priced at Rs.

60. The exclusivity of the product lies in the presence of real orange pulp in the drink

contributing to its unique and refreshing taste, currently, the pulp is imported from Florida and

the juice form Brazil, the largest producers of orange in the world. The product is bottled at the

bottling unit of coca cola in chitter, Andhra Pradesh. In long run, the company would be sourcing

these components locally by teaming up with farmers.

The product is made available in groceries, large format stores, eating and drinking outlets,

convenience stores etc. Mr. John Ustas, CEO of HCCBPL, said that Minute Maid pulpy orange

would be retailed across 25000 outlets in the three southern states of Kamataka, Andhra Pradesh

and Tamil Nadu.

Article XI. Research MethodologySection 11.01Population:Respondents of this study includes students, teachers and other professionals, but students are in

greater number. It consists of both male and female, but a great number of respondents are male.

The respondents ages are between 18 and 35. Their income is from 15,000 to 200,000 and

pocket money is from 100 to 1000 daily.

Section 11.02Procedure:In order to conduct this research, the researcher used only one method which is Questionnaire.

Article XII. Data sources:The researcher used both primary and secondary data sources.

(a) Primary Data Sources:The researcher used self made questionnaire which include 15 questions which were

asked about product, price, place, promotion.

(b) Secondary Data Sources:In this research secondary data sources are also used in literature review.


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Article XIII. Sample size and sampling TechniqueSample size was 100 and Questionnaires technique was used to collect the data.

Article XIV. Statistical ToolsThe researcher used SPSS software as a statistical tool to analyze data where Frequencies

distribution in descriptive statistics is applied.

Article XV. Findings and AnalysisGraph 1:

This graph makes a distinction between the number of males and number of females with whom

sampling was conducted. The percentage is quite different and the male percentage is greaterthan females.

Graph 2

The following graph denotes the perception of consumers on the basis of the age group they

belong to. This kind of a classification becomes necessary, because consumers of different age


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groups have different tastes and moreover, the ages of consumers in the sample range from 18

years all the way to 35 years.

Graph 3

Below graph represents the respondents occupation in which a big part is contributed by

students as compared to teachers and other professional due to the fact that the sample was

distributed in a university area.

Graph4


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Graph 8:

In this graph a lot of respondents diagree to the fact that they buy minute maid due to its

price,flavor or brand name.

Graph 9:

This graph shows the price of slice in comprison with the minute maid. A large number of

respondents beleivet that slice price is lower than minute maid.


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Graph 10:

A lot of respondents reply regarding their product satisfaction was no because the price of

minute are higher than slice and the quantity the provide is less.

Graph 11:

When respondents were asked to rank their satisfaction level regarding minute maid, they

respond to highly dissatisfied and dissatisfied.


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Graph 12:

Slice satisfaction ranking was higher than minute maid a large number of the respondents were

in category of satisfied and highly satisfied.

Graph13:

A large number of respondent were agreed that Minute maid is a standard product and it is up to

expectations of consumers.


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Graph 14:

According to a lot of respondents the showed disagreement to the question that they do not

provide quality product.

Graph 15:

According to the consumers slice availability in the market is greater than minute maid.


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Graph 16:

This graph represents that which brand influence the consumers, so we found out that slice has

more influence on consumers as compared to minute maid.

Graph 17:

A lot of respondent agreed to the question that brand celebrities can play a big role in the

promotion of the products.


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Article XVI. ConclusionA lot of facts revealed by the help of the distribution of the questionnaire such as a lot of

respondents are interested in drinking soft drinks than carbonated water and it was found out that

in soft drinks consumers mostly like slice as compared to minute maid. A lot factors were

involved in deciding which product is better for example slice is liked by consumers due to its

lower price and great availability in the market and further more respondent agreed that brand

celebrities can play a big role in promoting the product.

Minute maid product is less liked by consumers because the product does not provide the

consumers more satisfaction as compared to the slice and their prices are higher too. Due to less

availability in the market, a lot of consumers are not aware of the product.


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Article XVII. Recommendation The quality of slice should be improved. More flavor should be introduced in slice Minute maid quality is good but the price should be lesser. For Minute maid hire a brand celebrity in order to promote the product. Smaller packs of Minute Maid Pulpy Orange like tetra packs of 200-300 ml can be introduced as,

when a customer wants a small amount of the drink.

The Advertisements Slice and minute should target the entire family.

consumer's preferences and perceptions

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