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RESEARCH METHODOLOGY
LIMITATIONS
1
INTRODUCTION
Coca-cola and Pepsi are the man combatants in the soft drinks wars.
They wage constant and pitch battles for the retail shelf space. They engage in
price wars, copycat advertising, court battles etc,
After 16 years, soft drinks again coca-cola came to India and launched
coke in October 1993 for the first time in Agra. As a result of liberalization and
opening doors to the multi national companies, Pepsi came to India in the year
1990 and for indianization it has added the word lehar.
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OBJECTIVE OF THE STUDY
The study will provide a representation of the ready to drink market for coffee-
tea in the twin cities, which will help in understanding the market in a better way
and also enables coca-cola to identify opportunities in the near future an
measure the potential of this sector, thus allowing it to gain considerable share
of the market and cater to the needs of the customers.
3
SCOPE OF THE STUDY
The study will provide a representation of the ready to drink market for coffee-
tea in the twin cities, which help in understanding the market in a better way
and also enables coca cola to identify opportunities in the near future and
measure the potential of this sector, thus allowing it to gain considerable share
of the market and cater to the needs of the customers.
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RESEARCH METHODOLOGY
SAMPLING DESIGN:
The study is conducted in the twin cities of Hyderabad and
Secunderabad spanning over a period of eight weeks.
For the purpose of collecting the required information, two heterogeneous sets
of population were identified and studied.
RESEARCH DESIGN
NATURE OF RESEARCH:
PROBLEM STATEMENT:
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a. Management dilemma:
‘Can the market size for ready to drink coffee-tea through vending, in
twin cities, be expanded, by introducing Georgia coffee-tea in the retail
segment?’
b. Management questions:
‘How can the retail market for ready to drink coffee-tea be increased or
expanded in order to achieve a considerable market share in this
segment, in twin cities?’
c. Research question:
‘What are the marketing strategies being practiced by the existing
companies in twin cities and what is the customer preference?’
RESEARCH OBJECTIVES:
The research study has been carried out with the aim of collecting the
information, which will be useful in formulating an effective marketing strategy
for the launch of Georgia in twin cities.
The following are some of the major objectives of this research study, which
have been identified.
PRIMARY OBJECTIVES:
1 To understand the environment for the existing ready to drink
coffee-tea through vending machines in twin cities, by determining
the market size, market share of the existing brands and other
related trends in the market.
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2 To assess the competitive position of Georgia in respect to other
brands and identify possible threats and opportunities in the
market.
DATA COLLECTION:
The personal interview technique is used in order obtain the required
information from the respondents. This has been conducted in two phases….
4 Service frequency.
5 Maintenance costs.
6 Source of water
Phase II: data has been collected by using a structured questionnaire consisting
of closed ended and open ended questions, from a sample of 167.
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2 Consumers brand preference
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LIMITATIONS OF THE STUDY
The distributor’s data has not been studied to give a complete picture of
the market.
The limited period of 8 weeks for the project did not allow the study to be
continued in detail.
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COMPANY PROFILE
COMPANY PROFILE
HISTORY OF COCA-COLA
The history of coca-cola is a story that begins more than a century ago in
the back yard a few blocks down the street from where the world head quarters
of the coca-cola company is now located.
Since then the coca-cola has grown up became the most favorable soft drink in
more than 200 countries across the world. The coca-cola bottling system
continued to operate as an independent local business until the late 1970’s and
early 1980’s when, for economic and other reasons; bottling franchise
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ownership began to consolidate. In 1986, the coca-cola company recognized
the opportunity to
These bottling operations were combined into coca-cola enterprise Inc. the
company offered
Its stock in the New York stock exchange on the November 21 st, 1986, in
the largest initial public offering made up to the date.
Board of directors
James D. Robinson
[General Partner of RRE Ventures]
Warren E. Buitentt
[Chairman of the board and chief executive officer]
Dunaut F. Henery
[President of the IRC Group, LIC]
Sam Naun
[Chief executive officers of nuclear threat initiatives]
Paul F. Oreffic
[Board of director and chief executive officer of Dow chemical company]
Douglas N Daft
[Chairman of the board and chief executive of the Coca – Cola Company]
Herbert A. Aller
[Director and Managing director of Allen and company]
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Cathlon P. Block
[President of Henrst Magazines]
James B. Williams
[Chairman of the executive committees]
Robert L. Nardeil [Chairman of the board]
Parter V. Veheniroth
[Chairman of Contrarian]
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PROFILE OF COCA-COLA INDIA
Coca-cola India began in the year October 1993. Prior to this the
company was forced to leave the country in the year 1977, 16 years from the
date of its reentry. The political developments made the company to wind up its
operations in India. In 1993, coca-cola was re launched in the historic city of
Agra. Immediately after reentering the country, it took over the network of 52
bottlers of the national soft drink leader at the point of time i.e. parole exports.
The major advantage the company gained through the re-entry was that it
acquired all the brand leaders in the industry i.e. thumps up, Limca, Citra, gold
spot and Maaza.
The bottles were convinced to invest money and upgrade their plants to
suit cokes requirements in 1994. 18 bottling plants in the country launched the
international flavors coca-cola and Fanta in their respective markets. This
continued with the rest of bottlers launching these brands gradually in their
respective markets. The company aims to takeover all the 52 plants and set up
new plants in order to cater to the customers and the increasing demand for the
soft drinks manufactured in organized sector.
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AP region
VISION OF COCA-COLA
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7. Indian society in the form of a contribution to economic and social
development.
BUSINESS:
The coca-cola enterprise and the coca-cola company are in the business
partnership.
The coca-cola company develops the product: while as a bottler the coca cola
enterprise combines the product concentrates with other ingredients and
packages in bottles, cans and fountain containers.
MANAGEMENT PHILOSOPHY:
CORPORATE AREA:
FINANCIAL AREA:
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That in increasing the shareholders value it requires consistent growth in
financial results complemented by effective use of the cash flow.
MARKETING AREA:
The coca-cola consistently ranks first in the world’s most valuable brands.
The brand value is about $39 billion. This is the greatest heritage of the
company. As far as the branch management concerned, we find that coca cola
ranks itself as the third only after Microsoft and Louis vuitton.
PRODUCTS:
Refreshment:
Rejuvenation:
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Replenishment:
In the beginning near by 1985 when coke was not running in a proper
manner due to regular innovation in the taste of coke. It was losing its market
value of shares. This was due to the research done by the company.
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But, then Coca-Cola began the largest new product research project in the
company’s history. It spent more then two years and four million on research
before setting on a new formula. It conducted some 2, 00,000 taste and 3,
00,000 on the final formula taste alone. It blind tests, 60% of consumers
chose the new coke over the old and 52% chose it over Pepsi. Research
showed that new coke would be a winner and the company introduced it with
confidence.
The Coca-Cola Company has one of the largest Best-Managed and most
advanced marketing research operations in America-a top the rough and
tumble soft drink market for decades. But marketing research is far from an
exact science. Consumers are fuel or surprises and figuring then out can be
touch.
Marketing Process
The strategic plan defines the company’s overall mission and objectives
with each business unit; marketing plays a important role in helping to
accomplish the overall strategic objectives marketing role and activities in the
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organization can be clearly seen by knowing the marketing strategy of the
company.
Market Segmentation
Market consists of buyers and buyers differ in one or more ways, they
may differ in their wants, resources location, buying attitude etc. each buyer is
potentially a separate market. Ideally, a seller must design a separate
marketing program for each buyer.
Most sellers face large no. of small buyers and do not final complete
segmentation worth while instead; they look for brand classes of buyers who
differ in their product needs or buying responses.
Types of Segmentation:-
1 Geographic segmentation:-
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Dividing market by its geographical limits does it. For example dividing
the market as rural market urban market, International market, domestic
market etc.
2 Demographic segmentation:-
It is done because of population of a particulars state of a country.
3 Psychographics segmentation:-
It is done because of taste, chose in company preferences, psychology
etc.
4 Behavioral segmentation:-
It is bone because of the behavior of the consumer.
Market Targeting
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MARKETING MIX
Price is the amounts of money customers have to pay to obtain the product.
Ford calculates suggested retail price that its dealers might change for each
Taurus. However, Ford dealers really change the full sticker price. Instead, they
negotiate the price with each customer, offering discounts, and trade-in
allowances, and credit terms to adjust for the current competitive situation and to
bring the price into line with the buyer’s perception of the car’s value.
Place includes company activities that make the product available to target
consumers. Ford maintains a large body of indecently owned dealerships that
sell the company’s many different models. Ford selects its dealers carefully and
supports them strongly. The dealers keep an inventory of Ford automobiles,
demonstrate them to potential buyers negotiate prices, close sales, and service
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the cars after the sale.
PRODUCT PRICE
Product variety List piece
Quality Discounts
Features Allowance
Brand name Payment period
Size Credit terms
Services
Warranties
Returns
Target
Customers
Intended
Positioning
PROMOTION PLACE
Advertising Channels
Personal selling Coverage
Sales promotion Assortments
Public relations Locations
Inventory
Transportation
Logistics
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GEORGIA
Long ago when the ancient Saadhus started using a queer herb that helped
them stay awake for their prayers, the whole world woke up to a new beverage.
It has, over the years, found its way into lives of almost all mankind, be it the
spicy green tea of china, or the crushed black coffee of south America, or the
sweet, milky version of both tea and coffee that has wooed us Indians
whichever way you like it, there is no denying the role that a cup plays in our
lives.
And why only mornings… we Indians cannot resist a delicious hot sip
anytime of the day. Late nights, evenings, afternoons, early mornings and all
times in between tea and coffee has been an integral part of India for ages.
Research proves that an average Indian wakes up to a hot cup of tea or coffee
and consumes many more before he ends his day. It also proves that with this
backdrop, Georgia fits perfectly in the Indian market.
Way back since 1886 quality beverages, around the world, has been
synonymous with one name: coca cola they extended the same quality into the
hot beverages segment with a new brand, called Georgia tea and coffee. It
became instantly one of the most popular international brands. In markets like
Japan where people take tea very seriously, Georgia teas and coffees are a big
hit.
Today, Georgia brings all its quality and experience into India. Perfectly
blended to pamper the Indian taste, and the Coca-Cola promise of quality,
hygiene and unwavering consistency…cup, after cup, after cup!
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Every cup is brewed so that it delivers a consistent and splendid taste.
Ready-to-drink tea and coffee from Georgia comes to you a winning variety of
taste and mouth-watering flavors.
Tea → Plain tea, Cardamom tea, Adrak tea and Masala tea
That’s because the Georgia vending machine is the most advanced of its
kind. Microprocessor controlled digital counter, hardware lock, auto flush system
and state-of-the-art. This means low failure rates, hygienic, insect proof and
durability like never before. The Georgia vending machine stands out as one of
the most convenient to use, producing the best tasting tea and coffee, more
profitable than any other in the market.
TECHNOLOGY:
Georgia vending machines have been specially designed and are introduced
keeping the unique requirements of the market in the mind. Technologically
Georgia vending machine is the most advanced of its kind. Flexibility in cup
offering full and half: is another attribute that makes Georgia vending machine.
The technologically superior machine has been put through intense stress tests
so that it can withstand the demanding local market conditions.
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Solo → single canister
SWOT ANALYSIS
STRENGTHS
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brand was worth $70.45 billion.
(http://news.bbc.co.uk/1/hi/business/4706275.stm)
WEAKNESSES
LOW EXPORT LEVELS: The brands produced by the company are brands
produced world wide thereby making the export levels very low. In India,
there exists a major controversy concerning pesticides and other harmful
chemicals in bottled products including Coca-Cola. In 2003, the Centre for
Science and Environment (CSE), a non-governmental organization in New
Delhi, said aerated waters produced by soft drinks manufacturers in India,
including multinational giants PepsiCo and Coca-Cola, contained toxins
including lindane, DDT, malathion and chlorpyrifos- pesticides that can
contribute to cancer and a breakdown of the immune system. Therefore,
people abroad, are apprehensive about Coca-Cola products from India.
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OPPORTUNITIES
LARGE DOMESTIC MARKETS: The domestic market for the products of the
Company is very high as compared to any other soft drink manufacturer.
Coca-Cola India claims a 58 per cent share of the soft drinks market; this
includes a 42 per cent share of the cola market. Other products account
for 16 per cent market share, chiefly led by Limca. The company
appointed 50,000 new outlets in the first two months of this year, as part of
its plans to cover one lakh outlets for the coming summer season and this
also covered 3,500 new villages. In Bangalore, Coca-Cola amounts for
74% of the beverage market.
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THREATS
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COMPETITORS TO COCA COLA
The competitors to the products of the company mainly lie in the non-alcoholic
beverage industry consisting of juices and soft drinks.
Dabur: Dabur in India, is one of the most trusted brands as it has been
operating ever since times and people have laid all their trust in the
Company and the products of the Company. Apart from food products,
Dabur has introduced into the market Real Juice which is packaged fresh
fruit juice. These products give a strong competition to Maaza and the
latest product Minute Maid Pulpy Orange.
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REVIEW OF LITERATURE
The Marketing mix is generally accepted as the use and specification of the four
p's describing the strategic position of a product in the marketplace. One version
of the origins of the marketing mix starts in 1948 when James Culliton said that a
marketing decision should be a result of something similar to a recipe.
This version continued in 1953 when Neil Borden, in his American Marketing
Association presidential address, took the recipe idea one step further and
coined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy,
proposed a 4 P classification in 1960, which would see wide popularity. The four
Ps concepts are explained in most marketing textbooks and classes.
Marketing Mix
Price – The price is the amount a customer pays for the product. It is
determined by a number of factors including market share, competition,
material costs, product identity and the customer's perceived value of the
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product. The business may increase or decrease the price of product if
other stores have the same product.
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tactical change. Making large changes in any of the four Ps can be
considered strategic. For example, a large change in the price, say from
$19.00 to $39.00 would be considered a strategic change in the position of
the product. However a change of $131 to $130.99 would be considered a
tactical change, potentially related to a promotional offer.
The term "Marketing Mix" however, does not imply that the 4P elements
represent options. They are not trade-offs but are fundamental marketing
issues that always need to be addressed. They are the fundamental
actions that marketing requires whether determined explicitly or by default.
Product marketing
Product marketing deals with the first of the "4P"'s of marketing, which are
Product, Pricing, Place, and Promotion. Product marketing, as opposed to
product management, deals with more outbound marketing tasks.
For example, product management deals with the nuts and bolts of product
development within a firm, whereas product marketing deals with marketing the
product to prospects, customers, and others. Product marketing, as a job
function within a firm, also differs from other marketing jobs such as Marcom or
marketing communications, online marketing, advertising, marketing strategy,
etc.
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Thus you would carry out market research to find out how best to release the
game. Likewise, a massage chair would probably not appeal to younger children,
so you would market your product to an older generation.
In other companies the product manager creates both the MRDs and the PRDs,
while the product marketing manager does outbound tasks like giving product
demonstrations in trade shows, creating marketing collateral like hot-sheets,
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beat-sheets, cheat sheets, data sheets, and white papers. This requires the
product marketing manager to be skilled not only in competitor analysis, market
research, and technical writing, but also in more business oriented activities like
conducting ROI and NPV analyses on technology investments, strategizing how
the decision criteria of the prospects or customers can be changed so that they
buy the company's product vis-a-vis the competitor's product, etc.
When such clear demarcation becomes visible, the former falls under the domain
of product management, and the latter, under product marketing. In Silicon
Valley, in particular, product marketing professionals have considerable domain
experience in a particular market or technology or both. Some Silicon Valley
firms have titles such as Product Marketing Engineer, who tend to be promoted
to managers in due course.
The trend that is emerging in Silicon Valley is for companies to hire a team of a
product marketing manager with a technical marketing manager. The Technical
Marketing role is becoming more valuable as companies become more
competitive and seek to reduce costs and time to market.
Qualifications
Typical qualifications for this area of business are is a high level Marketing or
Business related degree, e.g. an MBA, not forgetting sufficient work experience
in related areas. As a key skill is to be able to interact with technical staff, a
background in engineering is also an asset.
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Pricing is one of the four Ps of the marketing mix. The other three aspects are
product, promotion, and place. It is also a key variable in microeconomic price
allocation theory. Price is the only revenue generating element amongst the 4ps,
the rest being cost centers.
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What image do you want the price to convey?
Do you use psychological pricing?
How important are customer price sensitivity (e.g. "sticker shock") and
elasticity issues?
Can real-time pricing be used?
Is price discrimination or yield management appropriate?
Are there legal restrictions on retail price maintenance, price collusion, or
price discrimination?
Do price points already exist for the product category?
How flexible can we be in pricing? : The more competitive the industry, the
less flexibility we have.
The price floor is determined by production factors like costs (often
only variable costs are taken into account), economies of scale,
marginal cost, and degree of operating leverage
The price ceiling is determined by demand factors like price
elasticity and price points
Are there transfer pricing considerations?
What is the chance of getting involved in a price war?
How visible should the price be? - Should the price be neutral? (ie.: not an
important differentiating factor), should it be highly visible? (to help
promote a low priced economy product, or to reinforce the prestige image
of a quality product), or should it be hidden? (so as to allow marketers to
generate interest in the product unhindered by price considerations).
Are there joint product pricing considerations?
What are the non-price costs of purchasing the product? (eg.: travel time
to the store, wait time in the store, disagreeable elements associated with
the product purchase - dentist -> pain, fishmarket -> smells)
What sort of payments should be accepted? (cash, check, credit card,
barter) Pricing
Process of determining what a company will receive in exchange for its products.
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Pricing factors are manufacturing cost,market place,competition,maket
condition,Quality of product.
From the marketers point of view, an efficient price is a price that is very close
to the maximum that customers are prepared to pay. In economic terms, it is a
price that shifts most of the consumer surplus to the producer. A good pricing
strategy would be the one which could balance between the price floor(the price
below which the organization ends up in losses) and the price ceiling(the price
beyond which the organization experiences a no demand situation).
Definitions
The effective price is the price the company receives after accounting for
discounts, promotions, and other incentives.
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Price lining is the use of a limited number of prices for all your product offerings.
This is a tradition started in the old five and dime stores in which everything cost
either 5 or 10 cents. Its underlying rationale is that these amounts are seen as
suitable price points for a whole range of products by prospective customers. It
has the advantage of ease of administering, but the disadvantage of inflexibility,
particularly in times of inflation or unstable prices.
A loss leader is a product that has a price set below the operating margin. This
results in a loss to the enterprise on that particular item, but this is done in the
hope that it will draw customers into the store and that some of those customers
will buy other, higher margin items.
The greater the uncertainty surrounding a product, the more consumers depend
on the price/quality hypothesis and the more of a premium they are prepared to
pay. The classic example of this is the pricing of the snack cake Twinkies, which
were perceived as low quality when the price was lowered.
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PREMIUM PRICING
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The name derives from the Goldilocks story, in which Goldilocks chose neither
the hottest nor the coldest porridge, but instead the one that was "just right".
More technically, this form of pricing exploits the general cognitive bias of
aversion to extremes.
MULTI-DIMENSIONAL PRICING
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Pricing as the most effective profit lever. Pricing can be approached at three
levels. The industry, market, and transaction level.
Pricing at the industry level focuses on the overall economics of the industry,
including supplier price changes and customer demand changes.
Pricing at the market level focuses on the competitive position of the price in
comparison to the value differential of the product to that of comparative
competing products.
Promotion (marketing)
Promotion involves disseminating information about a product, product line,
brand, or company. It is one of the four key aspects of the marketing mix. (The
other three elements are product marketing, pricing, and distribution.)
Promotion is generally sub-divided into two parts:
Above the line promotion: Promotion in the media (e.g. TV, radio,
newspapers, Internet and Mobile Phones) in which the advertiser pays an
advertising agency to place the ad
Below the line promotion: All other promotion. Much of this is intended to
be subtle enough for the consumer to be unaware that promotion is taking
place. E.g. sponsorship, product placement, endorsements, sales
promotion, merchandising, direct mail, personal selling, public relations,
trade shows
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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 subcategories, and how much money to budget for each.
The publicity for the 40th anniversary of the 1966 NCAA Basketball
championship included
The renaming of a city street
1. A tie-in with an autobiography with the same title
2. The screening of a film with the same title
3. The release of a breakfast cereal box with coordinated materials
4. A pep rally on a university campus
5. Media coverage
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DATA ANALYSIS & INTERPRETATION
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CONSUMER’S AGE BREAK UP AT THE VENDING POINTS:
The following graph will explain us about the age break up of the consumers at
the vending point.
AGE GROUP %
15-25 44%
25-40 37%
>40 19%
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CONSUMER’S PREFERENCE OF FLAVORS IN TEA:
The following graph will give us the tea flavor preference of the consumers:
TEA FLAVOUR %
ADARAK 23%
ELAICHI 38%
MASALA 11%
PLAIN 28%
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CONSUMER’S PREFERENCE OF FLAVORS IN COFFEE:
COFFEE FLAVOUR %
BLENDED COFFEE 24%
PURE COFFEE 76%
INTERPRETATION: From the above figure it is clearly evident that most of the
consumers prefer to have a pure coffee rather than the blended one. But many of
them don’t even realize that the coffee they are consuming right now is a blended
one. So this clearly tells us that here the brand is the one which is driving the
consumer rather than the product on its own.
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BRAND PREFERENCE %
NESCAFE 44%
LIPTON &BRU 39%
SUNRISE 5%
COFFEE DAY 12%
INTERPRETATION: From the above chart it is clear that the brand preferences
of respondents.
Many consumers who were interviewed feel that sunrise is an inferior version of
Nescafe.
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BRAND OR NOT
90 65 6
INTERPRETATION: The findings suggest that the majority that is 56% of the
respondents do stick to one brand. 40% of them suggest that they don’t stick to
one brand.
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Yes No Not Respond
28 68 4
INTERPRETATION:
The findings suggest that an advertisement does not influence people to shift
between various brands of a soft drink.
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ADVERTIZING SOURCES %
Newspaper 30
Television 60
Magazines 4
Other sources 6
INTERPRETATION:
The findings suggest that most of the respondents that is 60% come to know
about the advertisement through television.
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MARKET SHARE %
NESCAFE 30
COFFE DAY 12
HLL 58
Though the brand value of Nescafe is good in the market, but the market
leader is HLL. The company is very aggressive in the recent past in
installing its vending machines. Nestle is very selective in placing its
machines in the retail market. Coffee day has started very recently but is
trying to spread itself into the market with rapid pace. Coffee day’s target for
the first financial year is to install 3,000 vending machines in the retail
market. Coming to TATA, its market share is negligible in the retail market.
Hardly there are any vending machines found in the market.
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CUPPAGE %
COFFE DAY 35
HLL 33
NESCAFE 32
INTERPRETATION:
HLL has the minimum number of machines in the market and its cuppage
is also healthy. Coffee day has a very few outlets and the existing outlets
of coffee day are very potential once. That’s the reason why its average
cuppage is good.
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COMPANY BRANDED UNBRANDED
HLL 2 97
NESCAFE 11 40
COFFE DAY 19 1
INTERPRETATION:
HLL and Nescafe use branded cups only at selected outlets. Coffee day
uses only branded cups and it even provided them free of cost to the
retailers along with a lid over it. Infact many retailers say that the
distributors themselves advise them to go in for unbranded cups, to
reduce their cost per cup.
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SCHEME %
FINANCE SCEME 35
SHARING/CUP 12
MONTHLY RENTAL 114
INTERPRETATION:
71% of the machines in the market are given on monthly rental basis, 22% on
sharing/cup basis and only 7% are given on finance scheme.
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MINERAL
BRAND TAP WATER WATER
HLL 92 6
NESCFE 45 4
COFFE DAY 0 20
Once again the discrimination has been shown by HLL and Nescafe in this
issue. These companies use mineral water only at some premium outlets. But
coffee day uses it every where. It provides mineral water to the retailers free of
cost. This will give a good message in the market especially in the minds of
consumers who has turned out to hygiene conscious. They even provide a lid
over the cup of coffee you purchase. All these things add value to your product.
FINDINGS
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1 Coca-cola as an excellent opportunity of entering in to the RTD coffee-tea
segment in the relatively less competitive market of Hyderabad and
Secunderabad and establishes its brand Georgia
.
2 The twin cities are going to experience an all new pleasant scenario in the
hot beverages segment and it can also to some extent change the
consumption pattern in the twin cities
3 The RTD market itself is bound to grow with the increase in the
competition and more of the latest technology will be used to provide the
consumer with the ultimate satisfying experience.
SUGGESTIONS
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The company can think of the following combination of marketing options:
2 Try to crack the market share of nestle at the corporate segment. Aim
for a share of at least 20% to 25%.
3 Try to dominate even the retail segment where there is a lot of scope
for future growth
5 The company has to aim for not less than 1300 to 1500 outlets in the
retail market in the first financial year. (Competitors are aggressive).
8 Think over the option of putting mobile vending machines just like
the CSD mobile three wheelers at Neckles road. These things contribute
a lot to the Company’s business.
9 (Not less than 700 to 1000 cups will be sold a day).Some of the
potential places for these mobile vending machines are Dilshuknagar,
Narayanaguda, Himayat nagar, Panjagutta, Osmania University road,
Mehdipatnam.
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Conclusion
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While launching the product the company has to go in for the flavors promotion
program by going for a tie up with some good retail chains, big shopping
complexes, etc.,One of the best strategic ties up options would be to go with the
petroleum companies.
At RP road, a petrol bunk which is the member of club HP has been given the
vending machine by the company. Hindustan Petroleum Company has gifted the
vending machine to the petrol bunk as the petrol bunk is a good contributor to its
business. The powder supply and all will be handled by the distributor.
For the call centre facility the company can use the existing Kinley bulk water call
centre. (Srika Aqua) One of the main hidden potential retail outlets are pan
shops.Providing total beverage solutions to the institutions will help the company
in building its market share.Building brand Georgia is the most important exercise
that has to be taken up by the company
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figures.
5 Coming to the in outlet promotion during the first couple of months try
to put in a giant cup of Georgia in the outlets which will catch the eye of
the consumer. This can also be used in the road shows.
6 Coming to the road shows part the company has to make sure that the
sales executives who are conducting it must be dressed red in color
(Red shirt, Red cap,…).
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1. Name and address:_________________________________
__________________________________
____________________________________
2. Age: _____________________
3. Occupation: ______________________________
1. coffee 2. tea
1 Nescafe :
2 Sunrise :
4 Coffee day :
♦ blended :
2 Tea:
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♦ masala :
♦ adrak :
♦ Plain :
♦ Elaichi :
a. 1 b. 2 c. 3 d. 4 e. 5 f. More than 5
_________________________________
12. Do you think that ads can make to shift from one brand to other
a. Yes b. No
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13. How you know the brand
a. Tv ads b. Magazine c. News paper
Like:_____________________________________
_________________________________________________
Like:________________________________
_________________________________________________________
_____
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Name : ____________________________________
Location: _____________________________________
Address: ______________________________________
a. HLL b. Nescafe
a. 1 b. 2 c. 3 d. 4 e. 5
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Coffee: ____________ Tea: ________________
a. Finance scheme
b. Sharing per cup
c. Monthly rental
9. How many cups you get from each Kg. of coffee powder______________
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13. How do you get the cups?
a. Distributor b. Yourself
17. Are you interested in installing new brand of coffee/ tea through
vending machine
a. Yes b. No
BIBLOGRAPHY
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Principles of Marketing : Philip Kotler
Website
: WWW.google.com
: www.ikipedia.com
: www.cocacola.com
www.cocacolaindia.com
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