AProject report

On Market research

OnSoft drinks

Group “P”S.Y.MBA (B)2010-2011

K.S.SCHOOL OF BUSINESS MANAGEMENT

GUJARAT UNIVERSITY

AHMEDABAD-380009

GROUP MEMBERS:-~ 1 ~

VARUN PARMAR 2120

NEETI SHARMA 2145

KHYATI VYAS 2158

YASHIKA PATEL 2159

HARDIK CHAUDHARI 2167

RITESH NAYAK 2192

ANKITA PANCHAL 2193

POOJA PANCHAL 2194

RONAK PARMAR 2198

VISHAL PARMAR 2199

FACULTY GUIDE:

MR.ISMAIL BOOTWALASIGN.

DATE OF SUBMISSION:17/01/2011

Table of contents

~ 2 ~

1) Executive summary 62) Introduction to soft drinks 73) History of soft drinks 10 4) Generation of soft drinks 12 5) Marketing mix 13

i) Product 15ii) Price 15iii) Place 28iv) Promotion 29

6) Marketing research 327) Limitation 588) Conclusion 599) Webography &Bibliography 60

~ 3 ~

ACKNOWLEDGEMENT

A small but an important & timely help can prove to be milestone in one’s helps. Every human being has such kind of experience.

This project is dedicated to all the people whom we met, talked, interviewed & learnt something from them. At this occasion, we want to grab this immense opportunity to acknowledgement our since thanks to all of them while submitting this report.

We are indebted & whole-heartedly thankful for the assistance received from various individuals in making this project a success.

First and foremost we would like to express our gratitude to our college K.S. SCHOOL OF BUSINESS MANAGEMENT & its director in-charge Mrs. Sarla Achuthan for giving us the golden opportunity of making the project.

We would like to express our gratitude to our faculty guide Mr. Ismail Bootwala, who always took a keen interest in our work and help us with his valuable insights.

And finally, we are thankful to our faculties, who directly or indirectly supported us in giving shape to this project.

~ 4 ~

PREFACE

As a person who has his strong past and present in the world of commerce and management education, and looking for good future in the world of practical commerce and administration, we are glad to undertake a market research on SOFT DRINK.

We have persistently kept in our mind the need to focus on what is useful and practical instead of being theoretical. We are presenting what we believe to be necessary for project report. We had the opportunity of interacting with wide range of people like students, business people, government employee etc.

Here we are presenting project report on SOFT DRINK and about the factors that they consider during soft drink consumption and we sincerely hope that the project will serve the purpose for which it has been prepared.

~ 5 ~

EXECUTIVE SUMMARY

The summarisation is as follows,

1) We started with analyzing the concept of a product with is soft drink and we got some basic idea about our project.

2) After analyzing the idea we discovered the history of the product as well as some manufacturing companies.

3) Then comes one of the major task which is discovering the 4 p’s of marketing which includes all the concepts of marketing i.e., product price place and promotion.

4) All this information was followed by preparing a suitable questionnaire so we can effectively communicate with the customer of the product.

5) After that we did survey among 2000 people for gathering the information regarding our project.

6) Here comes the most difficult task of our project that is analysis.

7) We made the graphical presentation in form of bi-variant data and semi variant data for easy comparison and understanding. We have worked out the inferences and interpretation of each graph to explain the fact.

8) To sum up we concluded our project with all the information that we found and our views about the future of the market.

~ 6 ~

Introduction

~ 7 ~

Introduction to soft drinks

Soft drinks are part of beverage industry. Beverage industry include milk, Juice, cold drinks, tea, coffee, alcoholic drinks, mineral water etc. there are different companies which are doing business in these different product.

Soft drinks are known as non alcoholic beverage containing syrup essence or fruit concentrates that are mixed with carbonated water.

Soft drinks are thirst quencher, hygienic and a drink of enjoyment. Soft drinks industries are quit old. Today Pepsi and coca-cola are the famous brands and both are multinational.

The production of soft drink industry is based on the franchise system,where the parent companies supply the concentrates brand name and know how. The franchise unit that is the bottling unit supplies the production to the market.

Hence the bottlers become very important for the successful operation of the soft drinks brand

The drinks are called soft drinks, only to separate them from hard alcoholic drinks. This drinks do not contains alcohol & broadly specifying this beverages, includes a variety of regulated carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice drinks, sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean carbonated drinks. Today, soft drink is more favorite refreshment drink than tea, coffee, juice etc.

~ 8 ~

It is said that where there is a consumer, there is a producer & this result into competition. Bigger the player, the harder it plays. In such situation broad identity is very strong. It takes long time to make brand famous.

~ 9 ~

~ 10 ~

History

The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Companies de Limonadiers of Paris was granted

monopoly for the sale of lemonade soft drinks.

~ 11 ~

Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.

In 1767, the first drinkable manmade glass of carbonated water was created by an Englishmen by Dr. Joseph Priestley. Three years later, the Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large amounts.

In 1810, the first U.S. patent was issued for the "means of mass manufacture of imitation mineral waters" to Simons and Rundell of Charleston, South Carolina. Carbonated beverages did not achieve great popularity in America until 1832, when John Mathews invented his apparatus for the making carbonated water. John Mathews mass manufactured his apparatus for sale to others. The drinking of either natural or artificial mineral water was considered a healthy practice. American pharmacists, who were selling most of the mineral waters, started to add medicinal and other flavorful herbs to the unflavored beverage. The early drug stores with their soda fountains became a popular part of American culture. Customers wanted to take the drinks home with them and the soft drink bottling industries grew from the consumer demand.

Generations of soft drinks

In 1798: The term “soda water” was introduced.

~ 12 ~

In 1835: The 1st bottled soda water in U.S.

In 1886: Dr John s .Pemberton invented coca cola in Atlanta, Georgia.

In 1898: “Pepsi is invented by Caleb Bradham.

In 1957: The 1st aluminium can use.

In 1959: The 1st diet cola sold.

In 1970: Plastic Bottles are used for soft drinks.

~ 13 ~

Marketing Mix

Introduction to Marketing Mix

~ 14 ~

According to the Peter Drucker “Business has two main functions, marketing and creativity. Marketing and creativity produce results and rest is cost”.

This is an important concept in marketing. It consist of 4 P’s that is product, place, price and promotion. So it is known as 4 P’s of marketing mix. It represents the seller’s view of marketing tools available for influencing or enrolling the buyer to opt for their product.

Product and price

~ 15 ~

Marketing mix

Product Price Place Promotion

“Product is set of tangible and intangible attributes, which may include packaging, colour, price, quality & brand, plus the seller’s services, and reputation. A product may be a good, a services, place, person, or idea”

“Price is the amount of money or other items with utility needed to acquire a Product”Price is the basic regulator of the economic system because it influences the allocation of factors of production (labour, land & capital).

Here are the four companies of soft drinks

1. Coca cola2. Dabur3. Pepsi co.4. Parle agro

~ 16 ~

COCA COLA

JOHN PEMBERTON

~ 17 ~

Coca cola

Product quantity

200 ml 250 ml

500ml

1 liter

200 ml

500ml

1.5 Liter

2-Liter

200 ml

500ml

1.5 Liter

2-Liter

Price

8.00

12.00

25.00

35.00

8.00

24.00

38.00

62.00

8.00

24.00

38.00

62.00

~ 18 ~

~ 19 ~

Dabur India limited is India’s 4th Largest FMCG Company.

Dabur has been marketing its products in more than 50 countries all over the world.

~ 20 ~

product

quantity

1litre

1litre

1litre250 ml

Price

75.00

85.00

65.00 15.00

DABUR

~ 21 ~

Pepsi co.

CELEB BRADHAM

~ 22 ~

Pepsi co. PRODUCT QUANTITY

250 ml

300 ml

1.5 Liter

2.25 Liter

Regular : 250 ml

1.5 Liter

2.25 Litre

200 ml

500 ml

1 Liter

2 Liter

PRICE

15.00

25.00

50.00

60.00

12.00

60.00

75.00

8.00

22.00

35.00

58.00

~ 23 ~

~ 24 ~

~ 25 ~

Parle agro

product

Quantity

Frooti Pet 250 ml

Frooti 500 ml

Frooti Pet 1liter

Frooti 1.5liter

Appy Classic Tetra Pack 200 ml

Appy Classic Tetra Pack 1000 ml

Appy Fizz 300ml

Appy Fizz 500ml

Appy Fizz 500ml

price

5.00

10.00

20.00

25.00

8.00

12.00

15.00

20.00

30.00

~ 26 ~

Parle agro Company Profile Business Type Exporter , ManufacturerPrimary Competitive Advantages

Products are manufactured under the most hygienic conditions

The drinks are made available in a Tetra Pak and Pet Bottles

Healthy and nutritious alternative which are also delicious

Access to best quality fruits Strategically located

manufacturing facilities State-of-the-art manufacturing

plants An extensive distribution

network

No of Staff 1250Year of Establishment

1985

Export Markets USA, UK, Canada, Australia, New Zealand, Singapore, Malaysia, Mauritius, Maldives, Zambia, Angola, Ghana

Memberships Agricultural and Processed Food Products Exports Developments Authority (APEDA)

Federation of Indian Chambers

~ 27 ~

of Commerce and Industry (FICCI)

Project Exports Promotion Council of India (PEPC)

Federation of Indian Export Organizations (FIEO)

Product Range “FROOTI” – Mango Drink “APPY” – Apple Drink “APPY FIZZ” – Carbonated Apple

Drink “BAILLEY” – Packaged Drinking

Water Confectionery Items – “MINTROX”

Cinnamon Mint Flavor & Pepper Mint Flavour and “BUTTER CUP Toffees

Standard Certification

ISO certification HACCP certification.

~ 28 ~

Place

It includes making the product available to the final consumers through the network of various distribution channels.

Place in the context of marketing mix refers to a set of decisions that need to be taken in order to make the products available to the customers for purchase and consumption. Making the products available to the customers require development of channels of distribution and physical distribution of products.

~ 29 ~

PROMOTION

Promotion is one of the four aspects of marketing. Promotion comprises four sub categories :

~ 30 ~

1. Advertising

2. Personal selling

3. Sales promotion

4. Publicity and public relations

The specification of these four variables creates a promotional mix or promotional plan.

A promotional mix specifies how much attention to pay to each of the four sub categories,

and how much money to budget for each. A promotional plan can have a wide range

of objectives, including : sales increases, new product acceptance, creation of brand equity, Positioning, competitive retaliations, or creation of a corporate image.

~ 31 ~

~ 32 ~

Promotion

Advertising

Sales promotion

Sales force

Public relation

Direct marketing

Market Research

~ 33 ~

Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behaviour. 

Step 1: Problem DefinitionThe first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the problem has been precisely defined, the research can be designed and conducted properly. Step 2: Development of an Approach to the ProblemDevelopment of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations.  'Step 3: Research Design Formulation'A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its

~ 34 ~

purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study.More formally, formulating the research design involves the following steps :

1.Secondary data analysis2.Qualitative research3.Methods of collecting quantitative data (survey,

observation, and experimentation)4.Definition of the information needed5.Measurement and scaling procedures6.Questionnaire design7.Sampling process and sample size8.Plan of data analysis

Step 4: Field Work or Data CollectionData collection involves a field force or staff that operates either in the field, as in the case of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing), or through mail

~ 35 ~

(traditional mail and mail panel surveys with prerecruited households). Proper selection, training, supervision, and evaluation of the field force help minimize data-collection errors.Step 5: Data Preparation and AnalysisData preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. The data from the questionnaires are transcribed or key-punched on to magnetic tape, or disks or input directly into the computer. Verification ensures that the data from the original questionnaires have been accurately transcribed, while data analysis, guided by the plan of data analysis, gives meaning to the data that have been collected. Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample, or, if there are several measurements of each element, each RCH variable is analyzed in isolation. On the other hand, multivariate techniques are used for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously. 

Step 6: Report Preparation and PresentationThe entire project should be documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and presents the results and the major findings. The findings should be presented in a

~ 36 ~

comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact.  For these reasons, interviews with experts are more useful in conducting marketing research for industrial firms and for products of a technical nature, where it is relatively easy to identify and approach the experts. This method is also helpful in situations where little information is available from other sources, as in the case of radically new products.Secondary data analysis

Secondary data are data collected for some purpose other than the problem at hand. Primary data, on the other hand, are originated by the researcher for the specific purpose of addressing the research problem. Secondary data include information made available by business and government sources, commercial marketing research firms, and computerized databases. Secondary data are an economical and quick source of background information. Analysis of available secondary data is an essential step in the problem definition process: primary data should not be collected until the available secondary data have been fully analyzed.Qualitative research

Information, industry experts, and secondary data may not be sufficient to define the research problem. Sometimes qualitative research must be undertaken to gain a qualitative understanding of the problem and its underlying factors. Qualitative research is unstructured, exploratory in nature, based on small samples, and may utilize popular qualitative techniques such as focus groups (group interviews), word association (asking respondents to indicate their first

~ 37 ~

responses to stimulus words), and depth interviews (one-on-one interviews which probe the respondents' thoughts in detail). Other exploratory research techniques, such as pilot surveys with small samples of respondents, may also be undertaken.

~ 38 ~

K.S. SCHOOL OF BUSINESS MANAGEMENT

MARKET RESEARCH ON SOFT DRINKS.Y. - M.B.A

CONSUMER QUESTIONNAIRE

1. Name : ___________________________________2. Area : ___________________________________3. Gender : Male Female4. Age group (In year): < 15 15 - 35 35- 50 > 50

5. Occupation : Student Business Service Profession

House wife Other

6. Individual income (In Rs. Per month) : Below 5000 5000 – 10000

10000 – 20000 20000 above

7. Do you consume soft drink? Yes NoIf yes then, Daily Monthly Weekly OccasionallyIf no then, (Give reason) _________________

8. Which brand of soft drink are you aware of? ________________________________

~ 39 ~

9. For what purpose do you consume soft drink? Energy Digest

Enjoyment Taste Other_______

10. Why do you like to use this brand? Availability Price Scheme Quality

Celebrity Endorsement

Discount Taste Any other__________

11.Give rank for the brand of soft drink as per your consumption.

12. How much soft drink do you consume in a day/week/month?

< 500 ml 0.5 to 1.5 ltr 1.5 ltr above

~ 40 ~

Coca – cola

Pepsi

Thumps – up

Mountain Dew

Slice

Frooti

Limca

Fanta

7 up

Mazza

13. Do you easily get the soft drink which you want?

Yes No

14. From where do you get soft drink ?

Malls Whole seller

~ 41 ~

K.S. SCHOOL OF BUSINESS MANAGEMENT

S.Y. M.B.A

MARKET RESEARCH ON SOFT DRINKS

RETAILER QUESTIONNIER

1. Name: ______________________________________

2. Area of shop: ________________________________

3. Which of the following brands of soft drinks do you deal with?

( )Pepsi ( )Coca-cola

( )Parle-Agro ( )Other(Specify)________

4. Which are the highest selling brands of soft drinks?

: _________________________________________

5. Which are the lowest selling brands of soft drinks?

: _________________________________________

6. How long have you been dealing with the following soft drinks?

Brand Name Time Period

Pepsi

Coca-cola

Parle-Agro

Dabur

Other(Specify)___________

7. What is your monthly sale of soft drinks?

~ 42 ~

: _________________________

8. What is your profit margin on selling of soft drinks?

: _______________________

9. Which kind of promotional offers does a company undertake?

( ) Discount ( )Tie in Promotion ( ) Coupon

( ) Free samples ( ) Lucky draws ( ) Other_______

10. Have you ever experience a decline in a demand of soft drinks?

( )Yes ( ) No

11. Which are the common complaints received from customers?

( ) Low quality ( ) High PH level ( )High prices

( ) Harmful for health ( )Any other___________

~ 43 ~

12. Any benefits received by you from the company?

Mode of payment

Credit period

Gifts Discount Tour & Travels

Other___________

Pepsi

Coca-cola

Parle-Agro

Dabur

Other_______

13. Any suggestion ____________________________

~ 44 ~

Brand Name

Male

1 2 3 4 5 TotalCoca-cola 150 110 190 85 75 610

Pepsi 295 190 65 75 60 685Thumps-

up125 210 140 60 80 615

Mountain Dew

105 75 90 130 115 515

Slice 65 65 80 45 95 350Frooti 35 75 50 100 95 355Limca 10 20 45 130 90 295Fanta 5 15 65 85 80 2507 up 35 75 75 90 95 370

Mazza 40 30 65 65 80 280Total 865 865 865 865 865 4325

Coca-cola17%

Pepsi34%

Thums-up14%

Mountain Dew12%

Slice8%

Frooti4%

Limca1%

Fanta1% 7 up

4%

Mazza5%

Male

~ 45 ~

From the above chart we can conclude that male surveyed by us preferred Pepsi & Coca-Cola as against Slice, Frooti and Limca respectively.

Coca-cola17%

Pepsi24%

Thums-up12%

Mountain Dew4%

Slice9%

Frooti9%

Limca4%

Fanta6%

7 up4%

Mazza13%

Female

~ 46 ~

Brand Name

Female

1 2 3 4 5 TotalCoca-cola 115 115 55 95 65 445

Pepsi 170 95 65 40 80 450Thumps-

up80 85 115 65 70 415

Mountain Dew

30 45 45 85 60 265

Slice 60 95 75 65 80 375Frooti 60 95 75 65 40 335Limca 25 30 65 70 90 230Fanta 40 40 75 90 95 3407 up 25 55 45 40 65 230

Mazza 89 40 74 79 54 340Total 695 695 695 695 695 3475

From the above chart we can conclude that female surveyed by us preferred Pepsi & Coca-Cola against M.dew, 7 up and Limca respectively.

Brand Name

Below 151 2 3 4 5 Total

Coca-cola 64 29 32 27 41 193Pepsi 67 45 23 18 33 186

Thumps-up 17 71 26 7 26 147Mountain

Dew7 11 19 20 23 80

Slice 37 45 52 33 57 224Frooti 46 52 37 47 29 211Limca 3 15 27 60 23 128Fanta 7 16 33 53 37 1467 up 9 23 28 37 40 137

Mazza 69 19 49 24 17 178Total 326 326 326 326 326 1630

Coca-cola20%

Pepsi21%

Thums-up5%Mountain Dew

2%

Slice11%

Frooti14%

Limca1%

Fanta2%

7 up3%

Mazza21%

Below 15

~ 47 ~

From the above data we can conclude that Mazza & Pepsi are most

preferred brands by the age of below 15 consumers.

Coca-cola20%

Pepsi30%

Thums-up14%

Mountain Dew10%

Slice6%

Frooti5%

Limca3%

Fanta4% 7 up

4%

Mazza5%

15 - 35

~ 48 ~

Brand Name

15-351 2 3 4 5 Total

Coca-cola 171 137 90 107 85 590Pepsi 254 143 70 64 72 603

Thumps-up

116 170 167 95 87 635

Mountain Dew

88 95 79 154 114 530

Slice 47 63 66 53 90 319Frooti 42 98 73 89 49 351Limca 23 27 70 101 126 347Fanta 32 24 74 70 91 2917 up 36 78 82 53 65 314

Mazza 45 19 83 68 75 290Total 854 854 854 854 854 4270

From the above chart we can conclude that Pepsi & Coca-Cola are the most preferred brands by the age of 15 to 35 consumers against Thumps-up, Frooti, Limca & Fanta respectively.

Brand Name

Above 351 2 3 4 5 Total

Coca-cola 30 59 123 46 14 272Pepsi 144 97 37 34 34 346

Thumps-up 72 54 62 23 37 248Mountain

Dew40 13 39 41 38 171

Slice 41 51 37 24 26 179Frooti 7 20 15 29 57 128Limca 9 8 13 39 31 100Fanta 6 13 36 52 46 1537 up 15 29 10 40 55 149

Mazza 16 36 8 52 42 154Total 380 380 380 380 380 1900

Coca-cola8%

Pepsi38%

Thums-up19%

Mountain Dew11%

Slice11%

Frooti2%

Limca2%

Fanta2%

7 up4%

Mazza4%

Above 35

~ 49 ~

From the above data we can conclude that Pepsi & Thumps- up are the most preferred brands by the age of above 35 consumers against the M.dew, Slice, Frooti and Mazza respectively.

Coca-cola

pepsi

thumps-up

M.dew slice

frooti

limca

fanta

7 upmazz

a0

50

100

150

200

250

Satisfaction Level

highly satisfiedsatisfiedaveragedissatisfied

~ 50 ~

Brand name

Highly Satisfied

Satisfied

Average

Dissatisfied Total

Coca-cola 80 38 127 20 265

Pepsi 131 80 203 51 465Thumps

-up 67 33 93 12 205M.dew 37 5 67 26 135

Slice 42 19 57 7 125Frooti 27 13 36 19 95Limca 12 3 17 3 35Fanta 15 9 19 2 457 up 34 6 15 5 60

Mazza 33 19 73 5 130Total 478 225 707 150 1560

From the above chart we can conclude that the consumers who consumed the Pepsi, Coca-Cola & Thumps-up are satisfied most, while on the other hand the consumers who consumed the other brands i.e. Frooti, Slice, 7 up, Mazza etc. are less satisfied or average satisfied than the Pepsi, Coca-Cola & Thumps-up.

Coca-cola

Pepsi

Thums-u

p

Mountain Dew Slic

eFro

otiLim

caFan

ta7 up

Mazza

0

50

100

150

200

250

300

350

400

Availability

YesNo

~ 51 ~

Brand Name

Yes No Total

Coca-cola 203 62 265Pepsi 373 92 465

Thumps-up

164 41205

Mountain Dew

115 20135

Slice 94 31 125Frooti 86 9 95Limca 23 12 35Fanta 36 9 457 up 57 3 60

Mazza 113 17 130Total 1264 296 1560

From the above data we can conclude that the Pepsi, Coca-Cola, Thumps-up, M.dew and Mazza are easily available in the market. On the other hand Limca, Fanta and 7up are not easily available in the market.

Occuption

Consumption Student Business Service Profession House-wifeTota

lDaily 56 0 24 6 0 86

Weekly 84 11 17 12 3 127Monthly 122 27 77 39 27 292

Occasionally 513 102 267 88 85 1055Total 775 140 385 145 115 1560

Student Business Service Profession House-wife0

100

200

300

400

500

600

Occupation

DailyWeeklyMonthlyOccasionally

From the above data we can conclude that out of 1560 respondents 1055 people consume soft drink occasionally. In which 513 are students.

~ 52 ~

Occupation

PurposeStuden

tBusines

sServic

eProfessio

nHouse-

wife TotalEnergy 90 32 22 11 5 160Digest 90 28 43 63 17 241

Enjoyment 380 23 164 26 43 636

Taste 215 57 156 45 50 523Total 775 140 385 145 115 1560

Student Business Service Profession House-wife0

50

100

150

200

250

300

350

400

Purpose

EnergyDigestEnjoymentTaste

~ 53 ~

From the above information we can conclude that most of the respondents consume soft drink for the purpose of enjoyment.

< 500ml 0.5 -1.5 ltr >1.5ltr0

100

200

300

400

500

600

700

Consumption

Daily WeeklyMonthly

From the above information we can conclude that majority of the respondents consume less than 500 ml of soft drink.

~ 54 ~

ConsumptionTime Period < 500ml 0.5 -1.5 ltr >1.5ltr Total

Daily 200 175 15 390Weekly 95 125 25 245Monthly 605 215 75 895

Total 900 515 115 1530

Coca-cola

Pepsi

Thumps u

p

Mountain dew Slic

eFro

otiLim

caFan

ta7-up

mazza

0

50

100

150

200

250

Preference

Availability

Price

Scheme

Quality

Celebrity Endorsement

Discount

Taste

~ 55 ~

Brand Name Availability

Price Scheme Quality

Celebrity Endorsement Discount Taste Total

Coca-cola 104 12 9 34 33 6 67 265Pepsi 223 5 16 17 57 52 95 465

Thumps up 57 3 0 46 52 0 47 205

Mountain dew 40 11 2 21 3 0 58 135Slice 34 0 0 22 33 0 36 125

Frooti 12 0 0 15 0 7 61 95Limca 13 6 0 10 0 0 6 35Fanta 13 2 0 11 0 7 12 457-up 16 0 4 9 0 2 29 60

Mazza 26 4 1 13 7 0 79 130Total 538 43 32 198 185 74 490 1560

From the survey conducted by us we can conclude that Pepsi is the

most preferred brand because of its availability and taste.

Pepsi Parle-Agro Coca-cola Dabur Other0

5

10

15

20

25

30

35

40

Dealing Comparision

In %

From the above information of dealers we came to conclusion that majority of the dealers are dealing with Pepsi and Coca-cola.

~ 56 ~

Brand Pepsi Parle-Agro Coca-colaDabu

rOther

TotalIn % 37.6 9.53 33.52 11.33 8.02 100

Deal with 598 154 542 183 139 1616

Brand Pepsi Coca-cola Parle-Agro Dabur Other TotalIn % 47.33 37 6.67 5.08 3.92 100Sales 237 185 33 25 20 500

In %05

101520253035404550

Selling Comparison

PepsiCoca-colaParle-AgroDaburOther

From the above information we can say that Pepsi is highest selling brand among all the brands available in the market.

~ 57 ~

BrandDiscoun

t Scheme Advertising Other TotalPepsi 36 33 147 21 237

Coca-cola 23 12 56 94 185Parle-Agro 17 13 63 0 33

Dabur 4 7 14 0 25Other 9 1 10 0 20Total 90 75 225 110 500In % 18 15 45 22 100

Pepsi Coca-cola Parle-Agro Dabur Other0

20

40

60

80

100

120

140

160

Promotional Offers

Discount Scheme Advertising Other

From the above information we came to the conclusion that advertisement is the major source of promotion.

~ 58 ~

Limitations

This research has been carried out in Ahmadabad city only so the result obtained may not be true for other city.

More over the no. of people questioned was very less with compare to population of Ahmadabad so result may not be certain in all the situations.

The variety in the lifestyle of people also affects the survey.

The information collected by us is limited because of lack of money and time constraints.

The information obtained by us is used as secondary data may not survey as another person’s objective.

Some people were unwilling to give response. As we all are doing this kind of research at the first

time, there can be some mistakes done by us because of inexperience of such work.

~ 59 ~

Conclusion

As it is said that “knowledge is important” but it is truly believed that “Applied Knowledge is more useful”. So, here we like to conclude with the heartfelt feeling of gaining of enormous knowledge of how to establish and survive in the real business world.

This task has been given us a break to sharpen our management skill and trained us how to undergo different areas of business.

We have also learnt to survive in all the circumstances by making appropriate decisions. This project has given us improvement in our potential.

As the soft drink companies is facing a tough competition, the making of this project will be helpful to the sellers of soft drink to know about the taste and preferences of people and their consumption of soft drink.

~ 60 ~

After conducting an extensive marketing research on all aspects of stabilizing the soft drink, at last but not the least, we like to conclude this project with the satisfaction of its validity.

Webography & Bibliography

Google Wikipedia Marketing management by Philip kotler

~ 61 ~

THANK YOU

~ 62 ~