Brand loyaliti coca_cola

1
A brand is seen as an idea or concept, not a product. This concept of a brand displays
imagery and symbolism for a product or range of products. Brands can have the power to
engage consumers and make them feel emotionally attached.Consumer’s beliefs and attitudes
make up brand images, and these affect how they will view brands they come into contact
with). Brand experience occurs when consumers shop for or search for, and consume
products. Holistic experiences such as sense, relation, acting and feeling occur when one
comes into contact with brands.
The stronger and more relational these senses are to the individual, the more for likely
repeat purchase behaviour will occur. After contact has been made, psychological reasoning
will occur, followed by a buy or not-buy decision. This can result in repeat purchase
behaviour, thus incurring the beginning of brand loyalty. Brand loyalty is not limited to
repeat purchase behaviour, as there is deeper psychological reasoning as to why an individual
will continuously re-purchase products from one brand. Brand loyalty can be shortly defined
as the ‘behavioural willingness to consistently maintain relations with a particular brand’ [6]
In a survey of nearly 200 senior marketing managers, 68 percent responded that they found
the "loyalty" metric very useful
True brand loyalty occurs when consumers are willing to pay higher prices for a
certain brand, go out of their way for the brand, or think highly of it.
“ A social and Managerial process by which individuals and groups obtain what they
need and what through creating and exchanging products and value with others”,
- Phillip Kotler.

2
Marketing, more than any other business function, deals with customers.
Understanding creating communicating and delivering customer value and satisfaction are the
heart of modern marketing thinking and practice.
“ Marketing is the delivery of customer satisfaction at a profit”.
Today marketing must be understood not in the old sense of marketing a sale “telling
and selling” – but in the new sense of satisfying customer needs.
Marketing continues throughout the product life cycle trying to find new customers
and keep customers by improving product appeal and performance learning from product
sales results and managing repeat performance.
Consumers usually face a bard array of products and services that might satisfied a
given need. Consumers make buying choices based on their perceptions of the value that
various products and services deliver.
Customer value is the difference between the values the customers gains from owning
and using a products and the costs of obtaining the products.
What is marketing?
Almost every marketing textbook has a different definition of the term “ marketing”.
The American Marketing Association (AMA) uses the following : “ The process of planning
and executing the conception, pricing, promotion, and distribution of ideas, goods, and

3
services to create exchanges that satisfy individual and organizational objectives. “From this
definition, we see that :
 Marketing involves an ongoing process. The environment is “dynamic”. This
means that the market tends to change – what customers want today is not
necessarily what they want tomorrow. For example, sales of beef are declining in
the United States because consumers have become health oriented. Similarly,
Tupperware parties are less popular today than they once were because there are
fewer housewives who do not work outside the home.
 This process involves both planning and implementing (executing) the plan.
 Some of the main issues involved include:
 Marketers help design products, finding out what customers want and what can
practically be made available given technology and price constraints.
 Marketers distribute products – there must be some efficient way to get the
products from the factory to the end-cutomers.
 Marketers also promote products, and this is perhaps what we tend to think of first
when we think of marketing. Promotion involves advertising – and much more.
Other tools to promote products include trade promotion (store sales, coupons,
and rebates), obtaining favorable and visible shelf-space, and obtaining favorable
press coverage.
 Marketers also price products to “move” them. We know from economics that, in
most cases, sales correlate negatively with price – the higher the price, the lower
the quantity demanded. In some cases, however, price.

4
 May provide the customers with a “signal” of quality. Thus, the marketers needs
to price the product to (1) Maximize profit and (2) Communicate a desired image
of the product.
 Marketing is applicable to services to services and ideas as well as to tangible
products. For example, accountants may need to market their tax preparation
services to consumers.
Reasons for studying marketing:-
There are several goods reasons for studying marketing. First of all, marketing issues
are important in all areas of the organization – customers are the reasons why businesses
exist. In fact, marketing efforts (including such services as promotion and distribution) often
account for more than half of the price of a product. As an added benefit, studying marketing
often helps us become more survey consumers. We will learn, for instance, that the per unit
price of a bigger package is frequently higher than that of a smaller one, and that more
expensive products are frequently not better in quality.
Other advertising techniques such as comparative advertising have shown to increase
the brand attitudes one might have. When a brand praises a competitor, rather than using a
negative comparison, consumers are shown to have more positive brand attitudes, therefore
drawing them to the brand. Brands may advertise themselves in ways that have nothing to do
with their product, but using emotional influences that they know the average consumer will
engage with. For example, using religion, world peace, love, death, children and many more
symbols that humans can feel sentimental about will attract consumers to their brand
Through advertising, marketers are beginning to focus more on implicit emotional messages,
rather than the actual content or information about their brand. Consumers take notice of

5
campaigns, and a wave effect can occur, due to the relational sense of the campaign to the
common persons emotions. Once an emotional hold has taken force, consumers are more
likely to be able to recall the brand than consumers who have been subject to a large amount
of content information. Because of this increased level of recall, brand loyalty is more likely
to occur, as the brand name is resonating in the consumers mind due to a feeling of emotional
attachment. Furthermore, consumers are willing to pay more for a product that has a brand
name that resonates with them emotionally
Introduction of Brand Loyalty:
Brand loyalty is a unique set of association within the minds of target customers,
which represent what the brand currently stands for , and implies the current promise to
customer.(Note that brand image is what is currently in minds of customers, where as brand
identity is inspirational ).It is the sum total of all tangible and intangible traits the ideas,
beliefs, values prejudices , interests , feature and ancestry that make it unique.
A brand loyalty visually and collectively represent all internal and external
characteristics the name , symbol , packaging ,literature, signs, vehicle, and culture .It is
anything and everything that influences how its target constituencies or even a single
customer perceives brand or even a single marketable investment a company can make .
Creating or revitalizing a positive brand loyalty is a basic component of ever business and
lays a foundation on which companies can build their future.
Once you make your products or service distinctive, build your products or services
distinctive; build your new image through a combination of words imaginary and other
devices that appeal to human logic and emotion.

6
Choose or create a memorable name for your brand .Create a visually effective logo.
Write tagline or slogan for the brand that concisely and captures and communication the
essence of your unique selling proposition .A brand Must communication the essence of your
unique setting proposition .A brand must communicate what it distinctively stand for using as
few words and or images so it distinctive and easily recognizable to your market
Image alone can help different a commodity whether based on real or perceived
benefits as long as the strategy is executed properly . Image can be built to inform consumers
about hidden or small different that they might otherwise be unaware of and thus turn these
different onto something that in their own minds they simply cannot live without.
METHODOLOGY
Data collection is most essential aspect of any research because the whole result of
research depends on the data and information hence, the methodology adopted b me to collect
the data final interpretation were through.
1. Survey Research:
This King of research finds favour with almost all the social science researches. It
is one the most popular methods of investigation, because a study of the attributes and
variables in relation to the population (the entire group of people, inhabitants, items etc..
under study) is easier and is more accurate.

7
It suffers from a negligible magnitude of error. Now –a-days sample survey has
become an effective method for research. This is possible with the help of personal
interviews which are backed by questionnaires, direct oral observations. Indirect oral
observations etc.
2. Primary Source of data:
Meaning: Primary sources of data are the data which needs the personal efforts of
collect it and which are not readily available. Primary sources of data are the other type
off sources through which the data was collected.
Following are few ways in which the data was collected:
a) Questionnaires: Its set of questions on a sheet of paper was being given to the respondents
of fill it, based on which the data was interpreted.
b) Direct Interviewing: Direct interviewing involved the process where I asked the
questions directly to the customers and got the feedback.
3. Secondary Source of Data:
Secondary sources are the other important sources through which the data were
collected.

8
These are the readily available sources of the data where one had need poor put much
effort to collected. Because it is already been collected and part in an elderly manner by
some researchers, experts and socialites.
The Secondary sources helpful or study were:
1. Text books like Marketing Management, Research Methodology, Advertisement and
sales promotion.
2. Internet was made use for the collection of the data.
3. Newspapers were also referred.
4. Business Magazines also referred.
5. Some journals were also referred.
4. Library Survey:
This was also undertaken for the collection of data This type of research is based on
books periodical, documentations, and secondary data etc.. Which are available in the library.
5. Sample Size:
By using Judgment Random Sampling Technique 100 respondents are selected for the
purpose of the study. Direct questionnaires are used to survey the consumers.

9
6. Period of the study:
The study is undertaken in the month of 4th, May 2008 to 20th,
SCOPE & LIMITATIONS OF THE SURVEY
1. The sample size Limited, so as to give the accurate information regarding Customer
Satisfaction.
2. The scope is very limited, because attitude & expectations of the people change
according to the time & situation.
3. The study if restricted to both (twin cities) Hyderabad and Secundrabad and that to
among 100 respondents
4. The study is conducted only for 60 days.
5. Consistency was lacking with regard to the information given by few customers.
The study is restricted to the certain area. So is could not give whole picture about
Andhra Pradesh or India.

10
REVIEW OF LITERATURE
Brand loyalty in marketing, consists of a consumer’s devotion, bond, and commitment
to repurchase and continue to use a brands product or service over time, regardless of changes
with competitors pricing or changes in the external environment. Brand loyalty reflects a
customer's commitment to remain in a relationship for a long period of time with a brand (So,
Andrew & Yap, 2013).
A critical factor of building brand loyalty is developing a connection or relationship
between the consumer and the brand. When an emotional relationship is created between the
consumer and the brand this leads to a strong bond and a competitive advantage for that
particular brand. Loyalty consists of both attitudinal and behavioural components. Attitudinal
loyalty relates to the customers willingness to purchase product or service from the brand at
any reasonable cost. Behavioural loyalty is the re-purchasing. Both behavioral and attitudinal
components are important. One example is that a consumer displays behavioural loyalty by
buying Coke when there are few alternatives available and attitudinal loyalty when they will
not buy an alternative brand when Coke is not available. The attitudinal component is
psychological, this leads to the behavioural action of repeat purchase. It is the attitudinal
loyalty that drives most loyalty behaviour and ensures loyalty over time not just with one
purchase. “Brand loyalty is desired by firms because retention of existing customers is less
costly than obtaining new ones. Firms profit from having loyal customers”
Brand loyalty is more than simple repurchasing. Customers may repurchase a brand
due to situational constraints (such as vendor lock-in), a lack of viable alternatives, or out of
convenience. Such loyalty is referred to as "spurious loyalty".

11
A recent study showed that customer loyalty is affected by customer satisfaction, but the
association differs based on customer switching costs (procedural, relational, and financial).
True brand loyalty exists when customers have a high relative attitude toward the brand
which is then exhibited through repurchase behavior. This type of loyalty can be a great asset
to the firm: customers are willing to pay higher prices, they may cost less to serve, and can
bring new customers to the firm. For example, if Joe has brand loyalty to Company A he will
purchase Company A's products even if Company B's are cheaper and/or of a higher quality.
From the point of view of many marketers, loyalty to the brand — in terms of consumer
usage — is a key factor. However, companies often ensure that they are not spending
resources to retain loyal but unprofitable customers.
Humans are attracted to certain brands due to each individual psychological make up.
Cognitive responses can be matched with brand personalities. Brand personalities are broken
down into 5 categories of traits: sincerity, ruggedness, competence, sophistication and
excitement. Consumers are usually drawn to brands because the brand will strongly convey
one of these traits, and that trait will resonate in the individual consumers mind. These traits
are matched to the five psychological factors that the consumers are influenced by. These are
the perception, learning, motivation, and beliefs and attitudes In relation to brand loyalty, the
most important factors are beliefs and attitudes. A belief that one might hold can be based on
real knowledge, faith or opinion and have the ability to carry and emotional charge.
Consumers use these beliefs to form a brand image in their minds, and marketers try to either
change or enhance people’s beliefs to draw them to their brand. Marketers can advertise
messages such as ‘no added sugar’ and then if this statement resonates in the consumers
mind, they will believe that this brands beliefs matches theirs Beliefs that consumers hold
against brands can also be false, as word of mouth, false advertising and so forth can create

12
false impressions. Marketers will try to counteract these negative beliefs so the consumer
feels like they hold similar beliefs as the brand. Attitudes can be based on brand salience and
accessibility. Consumers make constant evaluations on every aspect of their lives and these
make up attitudes. Ones attitude is usually difficult to change, so marketers try to fit their
brands and products into categorical attitudes. Each time a consumer makes contact with a
brand (through advertising and promotion), they reflect on their attitudes to make judgements
and decisions about that particular brand. If a person’s attitude coincides with what a brand is
trying to convey, the consumer will put the brand into a ‘liking’ category in their mind. The
consumer will then be more likely to increase involvement with this brand, and because
attitudes are difficult to change, the chances of brand loyalty occurring are increased.
The present study shows the existence and importance of dealer; the value of their
opinions; and brand loyalty regarding the products; thus contributing to make the product
reach the ultimate end consumer.
The present study gives a great emphasis on the opinions and expectations and the
factors that influence the dealer to deal particular brands. In the present study the views and
expectations of the dealer has been collected based upon certain parameters.
The primary data of the study has been collected by collecting the dealers towards the
products with a questionnaire that consist of various factors that influence the dealers..
The factors that influence the dealer to deal with products has been given high
importance in the study.

13
CUSTOMER SURVEY:
Finding out the dealer brand loyalty on products towards coca cola and its products .
For this survey, I have prepared a questionnaire; through this I collect data from the
customers/ dealers.
Sample size of survey is 100 customers. By analyzing these questionnaires, I found
out the level of brand loyalty on coca cola drinks..
In this report, I explained the analysis of questionnaire through tables and graphs.
Methodology used in the collection of data is;
1. Survey research method.
2. Primary sources of data
a. Questionnaire
b. Direct interviewing
3. Secondary sources of data
a. Text books
b. Internet
c. News papers
d. Magazines

14
BRAND LOYALITY
DEFINITION:
Brands that consumers generally buy from the same manufacturer repeatedly over
time rather than buying from multiple suppliers within the category. It also refers to the
degree to which a consumer consistently purchases the same brand within a product class.
Brand loyalty,
In marketing, consists of a consumer's commitment to repurchase the brand and can
be demonstrated by repeated buying of a product or service or other positive behaviors such
as word of mouth advocacy.
True brand loyalty implies that the consumer is willing, at least on occasion, to put
aside their own desires in the interest of the brand
Brand loyalty has been proclaimed by some to be the ultimate goal of marketing
Brand loyalty is more than simple repurchasing, however. Customers may repurchase
a brand due to situational constraints, a lack of viable alternatives, or out of convenience.
Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when
customers have a high relative attitude toward the brand which is then exhibited through
repurchase behavior.

15
This type of loyalty can be a great asset to the firm: customers are willing to pay
higher prices, they may cost less to serve, and can bring new customers to the firm. For
example, if Joe has brand loyalty to Company A he will purchase Company A's products
even if Company B's are cheaper and/or of a higher quality.
An example of a major brand loyalty program that extended for several years and
spread worldwide is Pepsi Stuff. Perhaps the most significant contemporary example of brand
loyalty is the fervent devotion of many Mac users to the Apple company and its products.
Brand loyalty is the ultimate goal a company sets for a branded product. Impervious
articles, the definition and importance of branded were discussed, as well as necessary steps
needed to brand a product. This article focuses on brand loyalty, its importance to a company,
and steps necessary to convert to and maintain brand loyalty.
Brand Loyalty.
Brand loyalty is a consumer’s preference to buy a particular brand in a product
category. It occurs because consumers perceive that the brand offers the right product
features, images, or level of quality at the right price. This perception becomes the foundation
for a new buying habit. Basically, consumers initially will make a trial purchase of the brand
and, after satisfaction, tend to form habits and continue purchasing the same brand because
the product is safe and familiar.
Brand loyalists have the following mindset:
 “I am committed to this brand.”
 “I am willing to pay a higher price for this brand over other brands.
 “I will recommend this brand to others.”

16
Brand loyalty is a consumer’s preference to buy a particular brand in a product
category. It occurs because consumers perceive that the brand offers the right product
features, images, or level of quality at the right price. This perception becomes the foundation
for a new buying habit. Basically, consumers initially will make a trial purchase of the brand
and, after satisfaction, tend to form habits and continue purchasing the same brand because
the product is safe and familiar.
Brand loyalists have the following mindset:
 “I am committed to this brand.”
 “I am willing to pay a higher price for this brand over other brands.”
 “I will recommend this brand to others.”
There are three main reasons why brand loyalty is important:
 Higher Sales Volume – The average United States company loses half of its
customers every five years, equating to a 13% annual loss of customers. This statistic
illustrates the challenges companies face when trying to grow in competitive
environments. Achieving even 1% annual growth requires increasing sales to
customers, both existing and new, by 14%. Reducing customer loss can dramatically
improve business growth and brand loyalty, which leads to consistent and even
greater sales since the same brand is purchased repeatedly.
 Premium Pricing Ability – Studies show that as brand loyalty increases, consumers
are less sensitive to price changes. Generally, they are Willing to pay more for their
preferred brand because they perceive some unique value in the brand that other

17
alternatives do not provide. Additionally, brand loyalists buy less frequently on cents-
off deals – these promotions only subsidize planned purchases.
 Retain Rather than Seek – Brand loyalists are willing to search for their favorite
brand and are less sensitive to competitive promotions. The result is lower costs for
advertising, marketing and distribution. Specifically, it costs four to six times as
much to attract a new customer as it does to retain an old one.
Favorable brand attitudes are the determinants of brand loyalty – consumer must like.
In order to develop loyalty to it. In order toconvert occasional purchasers into brand loyalists,
habits must be reinforced. Consumers must be reminded of the value of their purchase and
encouraged to continue purchasing the product in the future. To encourage repeat purchases,
advertisement
The sale is critical. In addition to creating awareness and promoting initial purchases,
advertising shapes and reinforces consumer attitudes so these attitudes mature into beliefs,
which need to be reinforced until they develop into loyalty. For example, the most avid
readers of a travel ad are those who just returned from the destination. Ads reinforce a
traveler’s perception and behavior. Remember, it is easier to reinforce behaviors than to
change them and the sale is just the beginning of an opportunity to turn the purchaser into a
loyalist. A few more points to keep in mind…

18
What is marketing?
Almost every marketing textbook has a different definition of the term “ marketing”.
The American Marketing Association (AMA) uses the following : “ The process of planning
and executing the conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and organizational objectives. “From this
definition, we see that :
 Marketing involves an ongoing process. The environment is “dynamic”. This
means that the market tends to change – what customers want today is not
necessarily what they want tomorrow. For example, sales of beef are declining in
the United States because consumers have become health oriented. Similarly,
Tupperware parties are less popular today than they once were because there are
fewer housewives who do not work outside the home.
 This process involves both planning and implementing (executing) the plan.
 Some of the main issues involved include:
o Marketers help design products, finding out what customers want and what
can practically be made available given technology and price constraints.
o Marketers distribute products – there must be some efficient way to get the
products from the factory to the end-cutomers.
o Marketers also promote products, and this is perhaps what we tend to think
of first when we think of marketing. Promotion involves advertising – and
much more. Other tools to promote products include trade promotion

19
(store sales, coupons, and rebates), obtaining favorable and visible shelf-
space, and obtaining favorable press coverage.
 Marketers also price products to “move” them. We know from economics that, in
most cases, sales correlate negatively with price – the higher the price, the lower
the quantity demanded. In some cases, however, price.
o May provide the customers with a “signal” of quality. Thus, the marketers
needs to price the product to (1) Maximize profit and (2) Communicate a
desired image of the product.
o Marketing is applicable to services to services and ideas as well as to
tangible products. For example, accountants may need to market their tax
preparation services to consumers.
There are several goods reasons for studying marketing. First of all, marketing issues
are important in all areas of the organization – customers are the reasons why businesses
exist. In fact, marketing efforts (including such services as promotion and distribution) often
account for more than half of the price of a product. As an added benefit, studying marketing
often helps us become more survey consumers. We will learn, for instance, that the per unit
price of a bigger package is frequently higher than that of a smaller one, and that more
expensive products are frequently not better in quality.
1 The sample size Limited, so as to give the accurate information regarding Customer
Satisfaction.
2 The scope is very limited, because attitude & expectations of the people change
according to the time & situation.

20
3 The study if restricted to both (twin cities) Hyderabad and Secundrabad and that to
among 100 respondents
.
4 The study is conducted only for 60 days.
5 Consistency was lacking with regard to the information given by few customers.
The study is restricted to the certain area. So is could not give whole picture about Andhra
Pradesh or India.
Data collection is most essential aspect of any research because the whole result of
research depends on the data and information hence, the methodology adopted b me to collect
the data final interpretation were through.
2. Survey Research:
This King of research finds favour with almost all the social science researches. It is
one the most popular methods of investigation, because a study of the attributes and
variables in relation to the population (the entire group of people, inhabitants, items etc..
under study) is easier and is more accurate.
It suffers from a negligible magnitude of error. Now –a-days sample survey has
become an effective method for research. This is possible with the help of personal
interviews which are backed by questionnaires, direct oral observations. Indirect oral
observations etc.

21
4. Primary Source of data:
Meaning: Primary sources of data are the data which needs the personal efforts of
collect it and which are not readily available. Primary sources of data are the other type off
sources through which the data was collected.
Following are few ways in which the data was collected:
c) Questionnaires: Its set of questions on a sheet of paper was being given to the
respondents of fill it, based on which the data was interpreted.
d) Direct Interviewing: Direct interviewing involved the process where I asked the
questions directly to the customers and got the feedback.
3. Secondary Source of Data:
Secondary sources are the other important sources through which the data were
collected.
These are the readily available sources of the data where one had need poor put much
effort to collected. Because it is already been collected and part in an elderly manner by
some researchers, experts and socialites.
The Secondary sources helpful or study were:
1 Text books like Marketing Management, Research Methodology, Advertisement and
sales promotion.
2 Internet was made use for the collection of the data.
3 Newspapers were also referred.
4 Business Magazines also referred.
5 Some journals were also referred.

22
4. Library Survey:
This was also undertaken for the collection of data This type of research is based on
books periodical, documentations, and secondary data etc.. Which are available in the library.
5. Sample Size:
By using Judgment Random Sampling Technique 100 respondents are selected for the
purpose of the study. Direct questionnaires are used to survey the consumers.
6. Period of the study:
The study is undertaken in the month of 4th, May 2008 to 20th,
Important of the Brand Loyalty
There are three main reasons why brand loyalty is important:
 Higher Sales Volume – The average United States company loses half of its
customers every five years, equating to a 13% annual loss of customers. This statistic
illustrates the challenges companies face when trying to grow in competitive
environments.
 Achieving even 1% annual growth requires increasing sales to customers, both
existing and new, by 14%. Reducing customer loss can dramatically improve business
growth and brand loyalty, which leads to consistent and even greater sales since the
same brand is purchased repeatedly.
 Premium Pricing Ability – Studies show that as brand loyalty increases, consumers
are less sensitive to price changes.

23
 Generally, they are willing to pay more for their preferred brand because they
perceive some unique value in the brand that other alternatives do not provide.
Additionally, brand loyalists buy less frequently on cents-off deals – these promotions
only subsidize planned purchases.
 Retain Rather than Seek – Brand loyalists are willing to search for their favorite brand
and are less sensitive to competitive promotions.
 The result is lower costs for advertising, marketing and distribution. Specifically, it
costs four to six times as much to attract a new customer as it does to retain an old
one.
The Process to the Create and Maintain of Brand Loyalty
Favorable brand attitudes are the determinants of brand loyalty – consumer must like.
In order to develop loyalty to it. In order toconvert occasional purchasers into brand loyalists,
habits must be reinforced. Consumers must be reminded of the value of their purchase and
encouraged to continue purchasing the product in the future. To encourage repeat purchases,
advertisement
Before and after
The sale is critical. In addition to creating awareness and promoting initial purchases,
advertising shapes and reinforces consumer attitudes so these attitudes mature into beliefs,
which need to be reinforced until they develop into loyalty. For example, the most avid
readers of a travel ad are those who just returned from the destination. Ads reinforce a
traveler’s perception and behavior. Remember, it is easier to reinforce behaviors than to
change them and the sale is just the beginning of an opportunity to turn the purchaser into a
loyalist. A few more points to keep in mind…

24
 Develop an unbeatable product -
If you want to keep customers, make sure they can get what they want from your
product.
 Give customers an incentive to repeat purchase
Chance to win a prize, gift with a certain number of proofs of purchase, in-pack
discount coupon, etc.
-
 Stand behind your product –
If customers don’t trust the product, they won’t purchase it again.
 Know your trophy customers and treat them best of all –
Remember the rule that 80% of sales will come from the top 20% of customers.
 Make it easier to buy your brand than competing brands –
Availability and simplicity are keys in today’s high-speed world. Customers
appreciate convenience more than ever.
 Go to your customers -
Bring the product to customers when possible.
 Become a customer service champion –
Seek to serve the customer and they will repeat purchase… again

25
COMPANY PROFILE
If we Indians recall our memory there was a time when one was asked for a soft drink,
the brand that comes and gave a knock on our mind was Coca-Cola. Coca-Cola, the word
most admired trademark has maintained its special a sense of belongingness to India, which
had resulted some sort of its monopoly throughout the Indian soft drink market. It has been
said that the internal environment of the industry has been greatly effected from its internal
environment. The same thing was also happen with this famous company. When the
Government policy were in introduce and forced this MNC's to go outside from the India
market. Hence, it was thrown out of India in the year 1977. A lacuna was created at that time
in the country's soft drinks market. How ever after a gap of 17 years, the Coca-cola has
reappeared in the soft drinks market of India, by making itself more strong and confident in
this field.
In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had a 70% share, Lemon
10% and Orange 20%. There appears to be a concentrated rush to bag a share in the soft
drinks market. Due to a manifold increase in the demand of soft drinks large number of
company has entered into this competitive market scenario.
In India two major companies engaged in soft drinks market are Pepsi and Coca-Cola.
While RC cola is still a novice in the Indian Market, although it being the world oldest soft
drinks manufacturer.
Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola dominated the
Americans soft drinks industry. Pepsi-Cola was a drink

26
costing less to manufacturers and with a less satisfactory taste than coke.
During the Second World War Pepsi and Coke, both of them enjoyed a huge sale.
After the war the Pepsi sales started to fall relatively to Coke. The factors which were
responsible for the decline in Pepsi sales were poor image, poor task force, poor quality
control and dull packaging.
It was a momentous day when Coca-Cola staged its reliance in India. Coca-Cola was
relaunched again in India in Sep. 1993 at Hathras near Agra, where the first bottling facility
of Coca-Cola in India was switched on. The Indian people welcomed the come back of their
most loved cola in the country with great enthusiasm and vigor. Coca-Cola market its
relaunching acquiring 5 Parle Exports Ltd. Top Selling products Viz-Thums up, Sprite,
Limca, Fanta, Mazza, K. Soda,Kwater,Coke.
In 2000, the company opened a new bottling plant at Dasna in Agra distt. For the
supply of 300 ml Bottle and 1.5 liter Bottles. This plant is more settled equipped than the
plant at Ghaziabad.
100 YEARS OF THE SURVY GLASS BOTTLE OF COCA-COLA
Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899
Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men struck
one of the most lucrative business deals in US history. Joseph Whitehead and Benjamin
Thomas offered Coca-Cola Company owner Asia Candler a dollar for the right to bottle soft

27
drinks in 1899. Today I billion soft drinks are sold each day in more than 200 countries
around the world.
Candler had purchase what would become the Cola Company for $2,300 eight years
earlier from John Pemberton, an Atlanta Phamacist who astonished the world. Candler
thought the bottling Venture would never succeed, but he signed the contract with White
Head And Thomas and way, "and the rest is history", Bob Lovell, vice president of marketing
for Coca-Cola bottling company, United Inc., said in telephone interview from Chattanooga.
Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple
beverages, from bottles while he was stationed in Cuba during Spanish American War. When
he returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which
was then sold only as a fountain beverage.
"It occurred to him that Coca-Cola in bottles would be very popular", Lovell said,
"Mr. Candler did not see any future in it because the containers were not sound, but that's
how it all came about. "Thomas and Whitehead promised to pay one dollar for the right to
bottle Coca-Cola, but legend has it that no money changed hands.
THE IMAGE
The image is communicated all around the world in advertisement on media such as
newspaper, magazines, radio and televisions. The list goes on....

28
However, image is much than just advertising every person working within the coca-
cola system is part of the image whether one is involved in creating its advertising, making
it's quality products, or selling, merchandizing and distributing its beverage their hard work
and attitude will say something to the people about its product.
COCA-COLA SYSTEM FLOW CHART
Raw Material
Coca-Cola Company
Bottler
Customer
Consumer

29
COCA COLA: THE STORY BEHIND
Coca-Cola was formulated in 1886 by Dr. John Pemberton, a Pharmacist in Atlanta,
Georgia. The drink was sold ad refreshing elixir at the fountain counter of Jacob's Pharmacy
of which Dr. John Pemberton was part owner, unaware that the pharmacist had given birth to
a caramel colored syrup which is now the chief ingredient of the worlds favorite drink. Today
the white-on-red flow of Coca-Cola is familiar sight in more then 195 countries. The syrup
combines with the carbonate water to fuel a $ 16.2 billion corporation that has captured a
46% Slice of the global soft drinks market. The company estimates that the drink is served
more than 773 million times every day and if all Coke ever produced were filed in standard
bottles and placed end to end it would wrap around the equator 21, 161 times.
The story of Coca-Cola is a story of a drink and its charm with the consumer. The of
ecstasy and again that the drink has caused to those dedicated to its growth Pemberton first
managed to sell and average of 9 drinks per day, though a shop called Jacob's pharmacy, in
1891, Candler bought Coca-cola company with four companies he formed the coca-cola
company with the initial stock of $100,000. Coca-Cola was registered at the US patent office
in 1893, and began selling at soda fountains for 5 cents a glass of therapeutic refreshment
1894, I got into bottles, courtesy a candy merchant Joseph Boedenharn of Mississippi.
Five years later; the drink was being bottled on a regular basis under a region wise
franchising system; and its first competitor Pepsi cola, Coca-Cola's first bottling plant opened
in Chatanooga, Tennessee followed by another in Atlanta in 1900. The unique taste of cola
was an outstanding success. Over the next two decade the number of plants crossed 1000. In
a bit to difference the prodect, the company adopted 6.5 ounce, pale green countor bottle

30
designed by the root glass company of Terri Haute, Indiana. Today it is an intrinsic part of
the brand.
The company broadened its horizons when Robert Woodruff the son of a banker who
acquired to Company for $25 million in 1919, assumed charge in 1923. He began by
ungrading bottling operations, brought in innovations like a six-bottle carry home carton, and
gear up advertising support. It was under Wood Ruff that the brand. Known affectionately as
coke by now associated it self with sportive events. By the early 1940's the brand was selling
as the "real thing" to set it self apart from "me to" cola's.
As a time went by the company brought out some new aerated drinks. The first one
"Fanta" appeared in the selves in 1960.
Its birth was an accident, the company's German name is an attempt to produce Coca-
Cola without some key ingredients, turned out into an orange flavored drink instead. its
strategists who feared the dependence on just one put a cap on growth welcomed it. While
Fanta was being rolled out the company bought minute made cosrp. Which in 1967 was
combined with Duncan foods to pave way for the Coca-Cola foods. Several beverages
followed the most notable being 'sprite', a lemon drink developed in the late 1950 and
formally launched in 1961.
Coca-Cola had diversified the company into businesses and it even had a steam
generator and boi8ler making division. Robert C Goizueta, Cuban born 27 years veteran took
over as the Coca-Cola unlike Pepsi company depended on a single brand. The best insurance
policy that he figured was to let coke evolve to the summer slacking it with variants, even

31
reinventing if needed. In 1982, the company launched what is now considered among the
world's most successful brand extensions 'Diet Coke', under the leadership of Sergio Zyman,
the head of us marketing. The idea was to retain the loyalty for the health conscious drinker
who loved the taste but hated the calories. After this it came out with cafeeine free versions of
its main drinks. yet in the US the company kept losing ground to Pepsi. zyman, a former
Pepsi marketer argued that the correct strategy was to replace 98 year old with better tasting
cola, label it as "New Coke" and blare the news which is exactly what the company did more
a decode age in 1985. But when placed on the shelves it did not budge. On wide spread
protest it was recalled after 79 days.
The company has about 100 brands in its portfolio but coke, Fanta and sprite account
for most of its sales. In 1994, the real thing's coke sold over 52.5 billion liters. For the taste of
it diet coke along with Coca-Cola light sold 8.5 billion liters, which makes it the world's two
top non cola drinks sold over 6.5 billion liters each. Which sprite aimed at the independent
youngster two does not care what as others drink (the as line "obey you're a thrust"). In 1993,
Coca-Cola reentered India after a 16 years ling exile, four years Pepsi made its debut India.

32
THE COCA - COLA COMPANY
The Coca - Cola Company is the world's largest beverage company. Along with Coca
- Cola, recognized as the world's best - known brand, The Coca - Cola Company markets four
of the world's top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide
range of other beverages, including diet and light soft drinks, waters, juices and juice drinks,
teas, coffees and sports drinks. Though the world's largest distribution system, consumers in
more than 200 countries enjoy The Coca - Cola Company's products at a rate exceeding 1
billion servings each day. For more information about the Coca - Cola Company, please visit
our website at http: // www.coca- cola.com/.
Forward - Looking Statements
This press release may contain statements, estimates or projections that constitute
"forward - looking statements" as defined under U.S. federal securities laws. Generally, the
words "believe," "expect," "intend," "estimate," "anticipate," "Project," "will" and similar
expressions identify forward - looking statements, which generally are not historical in
nature. Forward - looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca - Cola Company's historical
experience and our present expectations or projections. These risks include, but are not
limited to, changes in economic and political conditions, changes in the non - alcoholic
beverages business environment, including actions of competitors and changes in consumer
preferences; product boycotts; foreign currency and interest rate fluctuations; adverse weather
conditions; the effectiveness of our advertising and marketing programs; fluctuations in the
cost and availability of raw materials; our ability to achieve earnings forecasts; regulatory and
legal changes; our ability to penetrate developing and emerging markets; litigation

33
uncertainties; and other risks discussed in our Company's filings with the Securities and
Exchange Commission (the "SEC"), including our Annual Report on Form 10-K, which
filings are available from the SEC. You should not place undue reliance on forward - looking
statements, which speak only as of the date they are made. The Coca Cola Company
undertakes on obligation to publicly update or revise any forward - looking statements.
ORGANIZATIONAL STRUCTURE
CHAIRMAN
PRESIDENT
VICE PRESIDENT
R.G.M.
A.G.M.
I.S.M
.
F.M. S.M. P.M. H.R.M.
M.O.E. A.S.M. S.E.
S.E. S.E. S.E.

34
Where,
R.G.M. : Regional General Manager
A.G.M. : Area General Manager
I.SM. : Information System Manager
F.M. : Finance Manager
S.M. : Sales Manager
P.M. : Production Manager
H.R.M. : Human Resource Manager
A.S.M. : Area Sales Manager
M.O.E. : Marketing Operation Executive
C.D.E. : Cold Drink Executive
S.E. : Sales Executive

35
PRODUCT PROFILE OF COCA-COLA
The product range of the coke has listed brands:
Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt
Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Mazza: 250 ml, Tetra Pack
Diet Coke: 330ml, 1.5 lt, 2lt.
Kn. Soda: 300ml, 500ml,
Kn. Water: 500ml, 1lt, 2lt,
Some facts About Coca Cola Pvt Ltd
Head office Atlanta (U.S.A)
Corporate office Enkay Towers,
Udyog viharV,
Gurgaon,Haryana
Chief Executive officer Alex von Behr
Total Investment Rs.3200 Crore

36
Owned Bottling Plants 35
No. of Franchisees 16
No. of Employees 6000
THE FUTURE OF COCA-COLA
While dong business overseas offers Coke wonderful growth opportunities it also has
its own disadvantages. The economic slowdown in various overseas markets and the strong
dollar had their impact on Coca-Cola revenues and bottom line in 1999. But the company
optimistic about the future.
Mc-Douglas Investor, The Chief Executive Officer of the Coca-Cola Company says,
"This past year 1999 has been a challenging period for the Coca-Cola Company as economic
environment became more uncertain in the later part of 1999, we strongly believe that our
fundamental opportunities for long term growth have not changed".
As long as maximization of share holder wealth remain coke's focus for its future4 is
assured Goizueta had stated and proven to the world that focus on shareholder wealth does
more good to the company than focus on revenues and it is not hat coke does not enjoy
volumes for it is world's No. 1 soft drink manufacture. It is not content with this title and is
aiming at higher volumes year after year. Surely coke will continue to grow. Point on

37
Roberto had reduced the company basically to its trademark and the returns are so
astronomical as to be off the boards. It just absolutely added a jet engine to their performance.
COKE'S BOTTLING STRATEGIES
In the soft drink business the bottlers are responsible significant extent for ensuring
the availability of the products. Bottlers are supplied with concentrate to which they add
aerated water and bother ingredients before packing and sealing either cans or bottles.
Bottlers play a strategic role in the success of soft drinks companies and this was not far from
Goiueta's mind.
In 1986 the company merged some of its company owned bottling operations with
two large ownership groups that had been put up for sale. All these bottling activities were
combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling
operations. The Coca-Cola Company took 49 percent equity stake in Coca-Cola Enterprises
enabling it to retain its own balance sheet.
MARKET PLACE
More than a billion times everyday, thirsty people around the world reach 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 worldwide, yet
distinctively local, network of bottling partners, suppliers, distributors 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 goods and

38
services, ands local business partnerships, always and everywhere, we pursue continuous
innovation in the products we offer, the processes we use to make them, the packages we
develop and the ways we bring them to market.
COMPETITOR
The biggest and perhaps the only serious for the coca-cola worldwide has an already
been Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition
to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the
leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster its
market share in India. Today, Thums-up along with coke, the leading brand of the Coca-Cola
Company, other still competition to Pepsi, which despite this stiff competition is still by far
the single most popular Cola drink in India
With both the companies being backed fully by the parent concerns based in the
united state, the fight to become the dominant player in the huge Indian Soft drink market
continues unabated. Aggressive ad campaign's, sale-promotion, schemes for retailers are just
some of the strategies being adopted by the two companies to outwit each other and grab and
large share of the market.
In the Cola segment, which occupies by far the largest chunk of the soft drink market
in India, the market share of Coke is 60%while the market share of Thums-up is 32.16%. The
market share of Coke in this Cola Segment is 27.84%. The remaining market share is
occupied by the other brands, which constitute about 14% of the Cola market share.

39
So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke occupies a
combined market share of 60% (32.16% + 27.84%) which is just higher than the market
share occupied by Pepsi on the all India basis.
The market share for the Cola segment of different in India is given in Graph below:
The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and Coca-Cola India,
The fully owned subsidiary of the $ 18.55 Billion Atlanta based "The Coca-Cola' company to
become India's No. 1 player seems likely to continue unabated over the next four years".
COCA-COLA PRODUCTS IN INDIA:
 Coca-cola
 Thumps Up
 Sprite
 Fanta
 Limca
 Maaza
 Kinley
 Minute Maid
Out of which
 Coca-cola, Maaza, Kinley, Sprite, Minute Maid are Coca-Cola products
 Thumps up, Limca, Fanta are the products of Parle which are purchased by the Coca-
Cola Co.

40
PROFITABLE BRANDS ARE:
 300ml - Maaza, Coke, Sprite
 600 ml - all brands
 2 liter – All brands
STATE”S OF COCA-COLA Co. INDIA
India is been divided into three (3) strata’s they are
A) North b) South c) Central

41
DATA ANALYSIS & INTERPRETATION
1. What is your opinion on coca cola brands compared to other brands?
a) Excellent b) Good c) Average d) Below average
Interpretation :
 80% of the customers say that Coca cola brand is excellent compared to other brands.
 15% of the customers say that Coca cola brand is good compared to other brands.
 5% of the customers say that Coca cola brand is average compared to other brands
0
10
20
30
40
50
60
70
80
90
No. oF Respondents
Excellent
Good
Average
Below Average
Opinion No of respondents
Excellent 80
Good 15
Average 5
Below average 0

42
2. In which aspects Coca cola brand is creating good image on the mind of customer?
a) Excellent quality b) Good taste c) Good service
d) Easy available e) All the above
0
10
20
30
40
50
60
70
80
No. of Respondents
Excellent Quality
Good Taste
Good Service
Easy available
All the above
Opinion No of respondents
Excellent quality 10
Good taste 10
Good service 5
Easy available 5
All the above 70

43
Interpretation:
 10% of the customer say excellent quality of Coca cola brand is creating good image
on the customer mind.
 10% of the customer say Good taste of Coca cola brand is creating good image on the
customer mind
 5% of the customer say Good service of Coca cola brand is creating good image on
the customer mind
 5% of the customer say Easy available of Coca cola brand is creating good image on
the customer mind.

44
3. Which things are motivating you to purchase a Coca cola ?
a) T.V advertisement b) print media
c) Radio, F.M d) Publicity. e) All the above
.
0
5
10
15
20
25
30
35
40
45
No. Of Response
TV Statement
Print Media
Radio, FM
Publicity
All the above
Opinion No of responses
T.V advertisement 15
print media 10
radio, F.M 5
Publicity 40
all the above 30

45
Interpretation:
 15% of the companies are being motivated by T.V advertisement to purchase a Coca
cola
 10% of the companies are being motivated by print media to purchase a Coca cola
 5% of the companies are being motivated by radio, F.M to purchase a Coca cola
 40% of the companies are being motivated by Publicity to purchase a Coca cola
 30% of the companies are being motivated by all the above to purchase a Coca cola

46
4. Why are you giving preference for purchase a Coca cola ?
a) Good Taste b) easily available
c) Lot of varieties d) all the above.
0
5
10
15
20
25
30
35
40
45
No. Of Response
Good Taste
Easily Available
Lot of Variates
All the above
Good Taste 20
easily available 20
lot of varietes 20
all the above 40

47
Interpretation :
 20% of customers are giving preference for purchase a Coca cola due to of its good
taste.
 20% of customers are giving preference for purchase a Coca cola due to of its easy
availability
 20% of customers are giving preference for purchase a Coca cola drink due to of its
lot of varieties
 40% of customers are giving preference for purchase a Coca cola drink due to of its
all the above

48
5. I purchased coca cola drinks because of my friends.
a) Strongly agree b) agree c) moderately agree d) disagree
e) strongly disagree.
0
10
20
30
40
50
60
70
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 60
Agree 20
moderately agree 10
Disagree 10
strongly disagree 0

49
Interpretation:
 60% of customer strongly agree that they have purchase this because of their friends.
 20% of customer agree that they have purchase this because of their friends.
 10% of customer moderately agree that they have purchase the drinks because of their
friends.
 10% of customer disagree that they have purchase theis because of their friends.

50
6. I perceive that the cool drinks brings social status in the society. This is one of the
motivating factor for a common purchase a?
a) Strongly agree b) agree c) moderately agree
d) disagree e) strongly disagree.
0
10
20
30
40
50
60
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 55
Agree 25
moderately agree 10
Disagree 5
strongly disagree 5

51
Interpretation:
55% of customer strongly agree that they are motivated for to purchase a cola drink
for the social status in the society when ever their mates come.
Majority of the people feel coca cola drink makes people happy

52
7. I like Coca cola because of low running cost ?
0
10
20
30
40
50
60
70
80
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 70
agree 20
moderately agree 10
disagree 0
strongly disagree 0

53
Interpretation:
 70% of customer say strongly agree that they like Coca cola because of low running
cost.
 20% of customer say agree that they like Coca cola because of low running cost
 10% of customer say moderately agree that they like Coca cola because of low
running cost

54
8. I suggest strongly to my friend to go to Coca cola cool drinks when they are going to
purchase a soft drink.
strongly agree 60
Agree 20
moderately agree 10
Disagree 10
strongly disagree 0
0
10
20
30
40
50
60
70
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree

55
Interpretation:
 60% of customer strongly agrees that they suggest strongly to their friends to go to
Coca cola for purchasing a soft drink.
 20% of customer agrees that they suggest strongly to their friends to go to Coca cola
for purchasing a soft drink.
 10% of customer moderately agrees that they suggest strongly to their friends to go to
Coca cola for purchasing a soft drink.

56
9. Came here for purchase a cold drink because of excellent offers provided by Coca cola
outlets.
a) Strongly agree b)agree c)moderately agree
0
10
20
30
40
50
60
70
80
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 70
agree 10
moderately agree 10
disagree 10
strongly disagree 0

57
Interpretation:
 70% of customer strongly agree that the excellent offers provided by Coca cola
outlets motivated them to purchase here.
 10% of customer agree that the excellent offers provided by Coca cola outlets
motivated them to purchase here.
 10% of customer moderately agree that the excellent offers provided by Coca cola
outlets motivated them to purchase here.
 10% of customer disagree that excellent offers provided by Coca cola outlets
motivated them to purchase here.

58
10. I trust in Coca cola drinks and their other products.
a)strongly agree b)agree c)moderately agree
Interpretation:
 70% of customer strongly agrees that they trust in Coca cola and their products.
 20% of customer agrees that they trust in Coca cola and their products.
 10% of customer moderately agree that they trust in Coca cola and their products
0
10
20
30
40
50
60
70
80
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 70
agree 20
moderately agree 10
disagree 0
strongly disagree 0

59
11. I like managers &executive at Coca cola outlets because of their respect. Providing
perfect information and service.
0
10
20
30
40
50
60
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 55
agree 25
moderately agree 10
disagree 10
strongly disagree 0

60
Interpretation:
 55% of customer strongly agrees that they got perfect information and service from
the managers and executives at Coca cola outlets.
 25% of customer agrees that they got perfect information and service from the
managers and executives at Coca cola outlets.
 10% of customer moderately agrees that they got perfect information and service from
the managers and executives at Coca cola outlets.
 10% of customer disagree that they got perfect information and service from the
managers and executives at Coca cola outlets

61
12. For a small family, Coca cola is the best & comfortable?
Interpretation:
 80% of customer strongly agree that they felt Coca cola is the best and comfortable.
 20% of customer agrees that they felt Coca cola is the best and comfortable.
0
10
20
30
40
50
60
70
80
90
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 80
Agree 20
moderately agree 0
Disagree 0
strongly disagree 0

62
13. I never felt bad after visiting & buying a drink from Coca cola. This
motivated me to give suggestion to other.
0
10
20
30
40
50
60
70
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 65
Agree 15
moderately agree 20
Disagree 0
strongly disagree 0

63
Interpretation:
 65% of customer strongly agrees that they motivated other to purchase a Coca cola
because they never felt bad after visiting & buying a soft drink from Coca cola
outlets.
 15% of customer agrees that they motivated other to purchase a Coca cola because
they never felt bad after visiting & buying a soft drink from Coca cola outlets.
 20% of customer moderately agrees that they motivated other to purchase a Coca cola
because they never felt bad after visiting & buying a soft drink from Coca cola
outlets.

64
14. The overall performance taste of coca cola soft drinks is good.
Interpretation:
 80% of customer strongly agree that the overall performance of is good.
 20% of customer agree that the overall performance of is good.
0
10
20
30
40
50
60
70
80
90
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 80
Agree 20
moderately agree 0
Disagree 0
strongly disagree 0

65
15. The parts related to Coca cola are very qualitative as well as easily available so I give
preference for Coca cola.
0
10
20
30
40
50
60
70
80
90
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 80
Agree 20
moderately agree 0
Disagree 0
strongly disagree 0

66
Interpretation:
 80% of customer strongly agree that they are giving preference for Coca cola because
of it’s parts qualitative as well as easily available.
 20% of customer agree that they are giving preference for Coca cola because of it’s
parts qualitative as well as easily available.

67
16. Are you coming to purchase a Coca cola because of brand loyalty?
0
10
20
30
40
50
60
70
80
90
100
No. of Response
Strongly Agree
Agree
Moderately Agree
Disagree
Strongly Disagree
strongly agree 90
Agree 5
moderately agree 5
Disagree 0
strongly disagree 0

68
Interpretation:
 90% of customer strongly agree that they are coming to purchase a Coca cola
because of brand loyalty.
 5% of strongly agree that they are coming to purchase a Coca cola because of brand
loyalty.
 90% of moderately strongly agree that they are coming to purchase a Coca cola
because of brand loyalty.

69
FINDINGS
 In this study respondents gave their opinion on coca cola rand compare to other
brands as Excellent 80%, good 15% and average 5%.
 Respondents are having good image on coca cola ,because of some aspects such as
excellent quality, good taste, good service, easily available and all the above
 Respondents are being motivated to purchase a coca cola because of T.V
advertisement, Print media , Radio F.M, Publicity and all the above with difference
of 15%, 10%, 5%, 40%,&30%.
 All the aspect such as opinion good service easily available and lot of various has
created preference in mind of 40% respondent for purchasing a coca cola.
 60% of respondent strongly believe that their have purchased their coca cola
because of their friends.
 55% of respondent strongly believe that coca cola is bringing social status in society
and 25% of respondent agreed it.
 coca cola is liked by 70% of respondent because of it’s low running cost.

70
SUGGESTIONS:
 By offering low prices to purchases and new scheme to customers who are going to
sell their products in outlet, then we can increase our sales and purchase it leads to
increase in brand loyalty
 coca cola has to improve the different promotional activities through effective media.
 It suggested that some more place should be provided for coca cola outlet.
 Conduct frequent exhibitions to promote the coca cola drinks and to get more
suggestion from the customers.
 Should minimize the time documentation work.
 The grab the customer’s outlet has to reduce the prices up to some extent to gain loyal
customers.

71
CONCLUSION
 60% of respondent are strongly suggested to his friends to go coca cola out lets
 70% of respondent are strongly believe that they have been attracted by excellent
offers provide by the coca cola outlets.
 Almost the entire respondent having trust in coca cola products.
 Most of the customer are liking coca cola outlets because of it’s managers &
executives good service.
 Almost all the respondents believe that coca cola is best and comfortable for small
families.
 coca cola outlets never created bad impression in mind of customer after visiting and
buying.
 80% of respondent strongly believe and 20% respondent agree that the overall
performance & taste of coca cola is good.
 Almost all customers are having preference for coca cola because of it’s qualitative as
well as easily available.
 Brand loyalty of coca cola as create a good impression 90% of respondent minds to
purchase a coca cola soft drinks.

72
BIBLIOGRAPHY
Marketing management -Phillip kotler
Research methodology -C.R.Kothari

73
CUSTOMER QUESTIONNAIRE
Name:
Place:
Date:
1. What is your opinion on coca cola brands compared to other brands?
a) Excellent b) Good
c) Average d) Below average
2. In which aspects Coca cola brand is creating good image on the mind of customer?
a) Excellent quality b) Good taste c) Good service
d) Easy available e) All the above
3. Which things are motivating you to purchase a Coca cola ?
a) T.V advertisement b) print media
c) Radio, F.M d) Publicity. e) All the above
4. Why are you giving preference for purchase a Coca cola ?
a) Good Taste b) easily available
c) Lot of varieties d) all the above.
5. I purchased coca cola drinks because of my friends.
6. I perceive that the cool drinks brings social status in the society. This is one of the
motivating factor for a common purchase a?

74
7. I like Coca cola because of low running cost ?
8. I suggest strongly to my friend to go to Coca cola cool drinks when they are going to
purchase a soft drink.
9. Came here for purchase a cold drink because of excellent offers provided by Coca
cola outlets.
a) Strongly agree b)agree c)moderately agree
10. I trust in Coca cola drinks and their other products.
a)strongly agree b)agree c)moderately agree
11. I like managers &executive at Coca cola outlets because of their respect. Providing
perfect information and service.
12. For a small family, Coca cola is the best & comfortable?
13. I never felt bad after visiting & buying a drink from Coca cola. This motivated me to
give suggestion to other.

75
14. The overall performance taste of coca cola soft drinks is good.
15. The parts related to Coca cola are very qualitative as well as easily available so I give
preference for Coca cola.
16. Are you coming to purchase a Coca cola because of brand loyalty?

Brand loyaliti coca_cola

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