Project Report

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BANARSIDAS CHANDIWALA INSTITUTE OF PROFESSIONAL STUDIES, DWARKA, NEW DELHI
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MBA, BCIPS, Dwarka, New Delhi during March 2024 to June 2023, in
partial fulfillment of the requirements for the Degree of Master of Business
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 DECLARATION

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Executive Summary:

Soft drink has become world’s leading beverage sector and is expected to lead the market
value of $5.9 billion by the end of 2015. Global consumption of soft drinks is rising by 7% a
year, well ahead of all other beverage categories. Coca Cola has come a long way since its
beginning; from selling nine bottles a day to currently 800 million, as well as becoming one
of the worlds ’s most recognized brands. It is head quartered in Atlanta. Coca Cola owns over
400 brands that appeal to many different people all throughout the world. The specific
objectives of the project were to determine the factors influencing consumers’ choice of soft
drinks products and as well as brands and to identify the customers’ buying pattern related to
Coca Cola products.
 CH 1 – INTRODUCTION

A soft drink (also called soda, pop, coke, or carbonated beverage) is a beverage that typically
contains water (often, but not always carbonated water), usually a sweetener and usually a
flavoring agent. The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar
substitutes (in the case of diet drinks) or some combination of these. Soft drinks may also
contain caffeine, colorings, preservatives and other ingredients.

Soft drinks may be served chilled or at room temperature, and some, such as Dr. Pepper, can
be served warm. The first marketed soft drinks in the Western world appeared in the 17th
century. They were made of water and lemon juice sweetened with honey. Over 1,500 U.S.
patents were filed for a cork, cap, or lid for the carbonated drink bottle tops during the early
days of the bottling industry. Carbonated drink bottles are under great pressure from the gas.
Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from
escaping. In 1892, the "Crown Cork Bottle Seal” was patented by William Painter, a
Baltimore, Maryland machine shop operator. It was the first very successful method of
keeping the bubbles in the bottle. Soft drinks are made by mixing dry ingredients and/or fresh
ingredients (for example, lemons, oranges, etc.) with water. Production of soft drinks can be
done at factories or at home.

Soft drinks can be made at home by mixing either a syrup or dry ingredients with carbonated
water. Carbonated water is made using a soda siphon or a home carbonation system or by
dropping dry ice into water. Most important is that the ingredient meets the agreed
specification on all major parameters. This is not only the functional parameter (in other
words, the level of the major constituent), but the level of impurities, the microbiological
status, and physical parameters such as color, particle size, etc. Soft Drinks in India industry
profile provide top-line qualitative and quantitative summary information including: market
size. The exact formula of Coca-Cola's natural flavorings (but not its other ingredients, which
are listed on the side of the bottle or can) is a trade secret. The original copy of the formula
was held in Truist Financial' s main vault in Atlanta for 86 years. Its predecessor, the Trust
Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919.
On December 8, 2011, the original secret formula was moved from the vault at SunTrust
Banks to a new vault containing the formula which will be on display for visitors to its World
of Coca-Cola museum in downtown Atlanta.
According to Snopes, a popular myth states that only two executives have access to the
formula, with each executive having only half the formula. However, several sources state
that while Coca-Cola does have a rule restricting access to only two executives, each knows
the entire formula and others, in addition to the prescribed duo, have known the formulation
process. When launched, Coca-Cola's two key ingredients were cocaine and caffeine. The
cocaine was derived from the coca leaf and the caffeine from kola nut (also spelled "cola nut"
at the time), leading to the name Coca-Cola. Over 1,500 U.S. patents were filed for a cork,
cap, or lid for the carbonated drink bottle tops during the early days of the bottling industry.
Carbonated drink bottles are under great pressure from the gas. Inventors were trying to find
the best way to prevent the carbon dioxide or bubbles from escaping. In 1892, the "Crown
Cork Bottle Seal” was patented by William Painter, a Baltimore, Maryland machine shop
operator. It was the first very successful method of keeping the bubbles in the bottle. In 1899,
the first patent was issued for a glass-blowing machine for the automatic production of glass
bottles. Earlier glass bottles had all been hand-blown. Four years later, the new bottle-
blowing machine was in operation. It was first operated by the inventor, Michael Owens, an
employee of Libby Glass Company. Within a few years, glass bottle production increased
from 1,400 bottles a day to about 58,000 bottles a day. The Coca-Cola Company (TCCC)
manufactures and sells not only Coca-Cola itself, but also a wide range of other beverages,
like Fanta, Sprite, water, juices, and energy drinks. The brand owes its success primarily to
the product itself as well as its iconic marketing campaigns that position Coke as a drink with
a fun and active lifestyle.

But there’s one factor a person might miss when explaining the wildly successful product: the
Coca-Cola supply chain is one of the most wide-reaching, seamless operations in the world.

These are other things that contribute to Coca-Cola’s supply chain

1. Innovation

Coca-Cola Enterprises seamlessly integrates modern technologies into its supply chain. For
example, it uses 3D printing to manufacture bottles and cans for its drinks.

2. People
Coca-Cola’s logistics team consists of more than 100 people who ensure the safe journey of
each bottle from factory to fridge.

3. Long-term relationships with retail partners

Over the past few decades, Coca-Cola has proven to be one of the most valuable and reliable
suppliers for its retail partners. One example is that the company has been growing together
with McDonald’s since 1955.

4. Supplier relationship management program

Helen Davis, VP of Coca-Cola Supply Chain in the US, conducts supplier innovation days.
During these events, the company’s procurement and marketing teams present the company’s
market needs while the suppliers also present their own latest innovations. The program also
involves quarterly meetings with key suppliers, where a mutual performance review takes
place.

5. Strict quality control

Coca-Cola has strict quality requirements on its manufacturing practices. For example, Coca-
Cola HBC, a bottling franchise partner of Coca-Cola Enterprises, requires quality,
environment, and health safety certifications from its suppliers.

6. Global Supply Chain Council

The beverage giant established the Global Supply Chain Council, which consists of
subcommittees that focus on adhering to established Coca-Cola supply chain strategy. The
Council has its own centralized portal where the employees and supply chain participants
share their experiences and best practices.

7. Close collaboration with bottlers

The Coca-Cola Company provides a standard set of guidelines for all of its bottling partners
and suppliers. As a result, most of the strategic decisions are centralized. The headquarters
controls most of the bottling partner’s operations, so each bottling partner services the
respective geographical area through a head office.
The bottler’s office works in tight collaboration with a regional office under the direct
supervision of The Coca-Cola Export Corporation (TCCEC). The bottler’s head office
connects the production plant with different distribution and sales centers across the world,
forming a coherent supply chain.

All of these aspects make Coca-Cola supply chain management one of a kind.

Coca-Cola Supply Chain: How It Works

In a nutshell, Coca-Cola beverages go through the following destinations in their journey:

 Manufacturer
 Distributor
 Retailer
 Consumer
Company Profile

Coca Cola was founded in the year 1886. In India its headquarters in Haryana. Coca-Cola
Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private
Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to
foreign investments in 1991. In India their CEO was Atul Singh. Since then its operations
have grown rapidly through a model that supports bottling operations, both company owned
as well as locally owned and includes over 7,000 Indian distributors and more than 1.7
million retailers. Today, our brands are the leading brands in most beverage segments.

Hindustan Coca-Cola Beverages Private Ltd has thirteen authorized bottling partners of the
Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages
under certain specified trademarks of the Coca-Cola Company; and an extensive distribution
system comprising of our customers, distributors and retailers. Coca-Cola India Private
Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use
these to produce our portfolio of beverages. These authorized bottlers independently develop
local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants
and numerous other businesses. In turn, these customers make our beverages available to
consumers across India.

The Coca-Cola system in India directly employs over 25,000 people including those on
contract. As a Company, our products are an integral part of the micro economy particularly
in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola
in India is amongst the largest domestic buyers of certain agricultural products. As an
industry which has strong backward and forward linkages, our operations catalysis growth in
demand for products like glass, plastic, refrigeration, transportation, and Industrial and
agricultural products. The Coca-Cola Company has always placed high value on good
citizenship. Our basic proposition entails that our Company's business should refresh the
market; enrich the workplace; protect and preserve the environment; and strengthen the
community.

We have used our distribution network for disaster relief, our marketing prowess to raise
awareness on issues such as PET recycling, and our presence in communities to improve
access to education and potable water. Their main competitor is Pepsi Co.

Products
  Coca Cola
 Fanta
 Maaza
 Minute maid Pulpy Orange
 Georgia Gold

Logo design
The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885.It was Robinson who came up with the name, and he also chose the logo’s
distinctive cursive script. The typeface used, known as Spenserian script, was developed in
the mid-19th century and was the dominant form of formal handwriting in the United States
during that period.
Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and
plastering the city of Atlanta with publicity banners and streetcar signs.
Objectives

1. To determine the factors influencing consumers’ choice of soft drinks products and
brands.

2. To identify the customers’ buying pattern related to Coca Cola products.

Research Question

1. Name
2. Age
a. 10-20
b. 20-30
c. 30-40
d. Above 40
3. Which soft drink brands do you prefer?
a) Coca-Cola
b) Pepsi
c) Other
4. What is the main reason for choosing the brands mentioned in the previous question?
a) Taste
b) Price
c) Brand loyalty
d) Other
5. What type of soft drinks do you prefer?
a) Regular
b) Diet
c) Flavored
d) Caffeinated
e) Non- caffeinated
6. What factors influence your decision to purchase Coca-Cola products?
a) Flavor
b) Variety of flavors available
c) Health benefits (low sugar, zero calorie etc)
 d) Packaging
e) Other
7. How likely are you to recommend Coca- Cola products to others?
a) Very likely
b) Likely
c) Neutral
d) Unlikely
8. Overall perceptions of Coca-Cola brand?
a) Very positive
b) Positive
c) Neutral
d) Negative
9. Which advertising methods have the most influence on your purchasing decisions?
a) Television
b) Social media
c) Billboards
d) In- store promotions
10. What size of Coca-Cola products do you usually buy?
a) Small
b) Medium
c) Large
d) Multi-pack (6 pack of cans)
11. How do you perceive the taste of Coca-Cola sub-brands compared to other brands?
a) Much better
b) Better
c) About the same
d) Worse
12. Do you think the price of Coca-Cola products is reasonable for the quality?
a) Yes
b) No
13. What factors influence your perception of Coca-Cola product prices?
a) Competitor prices
b) Packaging size
c) Brand reputation
 d) Other
14. How do you perceive Coca-Cola’s commitment to environmental sustainability?
a) Very committed
b) Neutral
c) Uncommitted
 CH 2 – Literature Review

 (Silpa Somavarapu, B. Mubeena, 2017)

soft drinks give feeling of warmth, lightness and have a tangy taste which is liked by
everyone. The carbon dioxide gas is dissolved in water to form carbonic acid which is
also responsible for the tangy taste. Carbohydrates are the naturally occurring organic
compounds and are major source of energy to our body. Soft drinks were common
preference among all the individuals, irrespective of their age groups as it had great
brand value and great advertisement. The study starts with determining the major
players in the soft drinks, their overall consumption pattern among the people and
ends up with the conclusion as per the state of mind of the average rational human
being. Consumer preferences are changing towards healthier food, and thus such a
trend will carry on for some time to come. In the soft drinks market of late, most
recent new products launched have been focused on the health benefits of the soft
drinks, like pomegranate juices, calcium-fortified bottled water and a series of
reduced-sugar alternatives, with such features not previously so readily available to or
heavily promoted at the target audience.

 (Haji, Abdurahman, 2018)

Growing concern over obesity, diabetes and overall evaluation of health awareness
have led to a strong development of health and wellness trend. This study aims at
examining consumer's attitude and behavior toward carbonated soft drinks (CSD) in
the case of EABSC and MOHA products and the literature review has explored the
different elements that compose customer behavior, these elements will provide a
better understanding of what is meant by customer behavior. Combined with
Maslow’s hierarchy of needs, 6 key drivers for understanding customers’ behavior
and needs when analyzing their drinking habits have been identified. Consumers those
are highly susceptible to trying new products, they are overall brand conscious and
health conscious. There are certain gaps that the carbonate soft drinks manufacturers
have to have overall strategic plane in order to keep their market share and retain
customers. They have to start with specific branding and communication for a long
term approach of new products development specifically targeted at different segment
of their consumers in order to answer their specific needs.
 (Asrat, Betelehem,2019)
The aim of marketing is to meet and satisfy target customer needs and wants. The
field of consumer behavior studies how individuals and organizations select buy, use,
and dispose of goods, services, ideas or experiences to satisfy their needs and desires.
Understanding consumer behavior and knowing consumers are never simple.
Customers may say one thing but do another. They may not be in touch with their
deeper motivations. They may respond to influences that change their mind at the last
minute. Small companies and huge corporations stand to profit from understanding
how and why their customers who are users of one of the carbonated soft drinks
which are Coca Cola products like the products offered by EABSC better than the
available substitutes offered by other competitors. Customers were also found to
perceive the drinks of the company as best in quenching their trust. The identified
explanatory variables are found to influence customers’ perception towards Coca Cola
products by 79.9%. Finally, All the identified dimensions are found to influence
customers’ perception toward to the products of EABSC, from all the factors, price is
the most influential one followed by healthiness of the soft drinks and potential of the
soft drink in removing tardiness.

 (Ajala, Oladayo, 2021)

Coca-Cola is a company that specializes in production of sugary beverages. Over the
years Coca-Cola has expanded its business to key countries, one is Nigeria. Coca-
Cola integrates elements of culture to its global marketing in Nigeria. Culture is the
total way of life of people and is a significant determinant of purchasing habit;
therefor brands such as Coca-Cola integrate it in its marketing and advertising. Coca -
cola supports peace initiatives in through its several ads which is a deeply polarised
country, thus, Coca-Cola has gained favourable acceptance.

 (Inzemam Khan, 2021)

One of the key strategies used by Coca-Cola in its advertising is branding. Branding is
an essential element of marketing that aims to create a unique and memorable identity
for a product or service. Coca-Cola's strong brand identity has helped the company to
maintain its market dominance for over a century. The brand's iconic red and white
logo, memorable slogans, and consistent messaging have helped to create a strong
emotional connection with consumers, leading to increased brand loyalty. Music has
 been a significant element in Coca-Cola's advertising campaigns, with the brand using
music to create an emotional connection with consumers. Music can influence
consumer behavior by creating positive emotions and increasing brand likability.

 (Dr. Chandra Shekhar, Mr. Deeptanshu Dwivedi, 2022)

In India, cold beverages are a popular and growing segment of the beverage industry.
The increasing popularity of westernstyle fast food chains, the rise of the cafe culture,
and the growth of modern retail outlets have all contributed to the increased
consumption of cold beverages in the country. Carbonated soft drinks have
traditionally been the most popular type of cold beverage in India, but in recent years
there has been a shift towards healthier options such as packaged fruit juices, iced tea,
and flavoured milk. The ready-to-drink tea and coffee segment is also experiencing
significant growth, particularly among younger consumers. The market is highly
competitive, with both domestic and international brands vying for market share. The
beverage industry in India is expected to continue to grow in the coming years, driven
by changing consumer preferences and rising incomes. In India, cold beverages are a
popular and growing segment of the beverage industry. Coca-Cola was the preferred
brand among the respondents due to factors such as taste, brand name, availability,
convenience, popular brand ambassador, and promotional schemes. Coca-Cola was
the preferred brand among the respondents due to factors such as taste, brand name,
availability, convenience, popular brand ambassador, and promotional schemes.
 CH3 – Research Design

Data collection design:

A marketing researcher has to make a plan for collecting data which may be primary data,
secondary data or both.

Primary data:

The primary data was obtained by administering survey method, guided by questionnaire to
the consumers. The following type of questions, were asked in the questionnaire

 Multiple choice questions.

Secondary data:

Secondary data are collected through internet related to company, competitors etc.

Questionnaire:

The best way to collect data is to personally administer the questionnaires. The advantage of
this method is, the data can be collected from the respondent within short period of time.
 CH 4 – Data Analysis

Analysis and Interpretation:

Analysis

Analysis means a critical examination of the assembled and grouped data for studying the
characteristics of the object under study and it refers to methodical classification of the data
give in the tables.

Interpretation

The term interpretation means explaining the meaning and significance of the arranged data.
It is the study of relationship between the various factors.

Analysis of Data

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Interpretations

Majority of the respondents (66.7%) age

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