SYNOPSIS

“Sources of Consumer Awareness”

Of
Coca Cola
Hindustan Coca Cola Beverage
Private Limited

A report submitted in partial fulfillment of

the requirements
Of
MBA Program (Class of 2009-2011)

SURESH GYAN VIHAR UNIVERSITY,JAIPUR

Submited To
Submited by
Mrs.Anshika mam
Nesar ahmad
(Faculty Guide)
MBA(Marketing)
4th sem

CONTENT

1. INTRODUCTION ………………… page 3

2. SYNOPSIS …………………. page 4

3. OBJECTIVES .………………... page 5

4. LIMITATIONS ………………… page 6

5. METHODOLOGY ………………. page 7

6. SCHEDULE ………………… page 12

7. REFERENCE ………………… page 13

 1.Introduct
ion of the company:-

Coca-Cola India has made significant investments to build and continually consolidate its
business in the country, including new production facilities, waste water treatment plants,
distribution systems and marketing channels.

Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now
the flagship brand of the largest manufacturer, marketer and distributor of non -alcoholic
beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated
its departure. Coca-Cola made its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more and more people, even in the
remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the thriving cinema
industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring
the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in
Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and
Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-
Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand
to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5
across the country and this pricing initiative togetherwith improved distribution ensured
that all brands in the portfolio grew leaps and bounds.

Coca-Cola India is among the country’s top international investors, having invested more
than US$ 1 billion in India within a decade of its presence and further pledged another
US$ 100 million in 2003 for its operations.

Coca-Cola had signed on various celebrities including movie stars such as Karishma
Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the
past and today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and
cricketer Virendra Sehwag.

2.SYNOPS
IS

This project is basically related to find out the “sources of consumer awareness” of
the coca cola’s products among the general public and to know the perception of the
general public regarding the coca cola’s products and try to know their expectations
regarding the product and services.
The main purpose of this, is to know how we increase the sales of the company’s
product (i.e Coca Cola’s Product like Thums up,maaza, sprite etc. ), & awareness
about the products of coke..
The important and the most vital part of the project was to make customer aware and

to give proper knowledge about the products and services, specially about new

product and schemes.there by marketing the products of our company so as to flourish

the sales.

The chosen topic is directly related to the competition in the corporate market. There

are so many companies who deal with the similar products & almost similar services.

But extent is that who wins the race and attract the potential customers. For this

purpose the companies are required to make aware the people about the products. some

strategies just like provide them good distribution channel and make them feel ‘we are

doing for you only’By this we can make them loyal about the company and try to give

them service always affordable and easily accessible.

 3.OBJECTIV
ES

The main purpose of the On Job Training is to get the field experience of the
corporate world. The objectives, Targets and task & strategies of OJT are as follows:

1. Apply Bookish knowledge in real practical situation.

2. Proper understanding and analysis of the perspective company and about it’s
products.
3. Analyzing the market threw survey and thereby finding out the buying pattern of
the customer.
4. The main purpose of my OJT (on the job training) is to increase the sales of the
company’s product (i.e. Coca Cola’s Product like Thumps up, maaza, sprite etc.),
& take its sales related training.
5. The other related objective of OJT is to find out the “sources of consumer
awareness” of the coca cola’s products among the general public and to know the
perception of the general public regarding the coca cola’s products and try to
know their expectations regarding the product and services.
6. Analyzing the market survey and after that to get maximum knowledge about the
market.
TARGETS AND TASKS ASSIGNED

Company guide assign task target to survey the outlet’s of Coca Cola which is

situated at the market and to get the data from those outlet’s just like how much stock
they keep with themselves with in a day, week or month. During this period our primary

task is to create good relation with the potential customers of the company and to create

maximum awareness about the coca cola’s product among them and motive them to buy

the products.

4.LIMITATIONS

• Time constraints: There was limited time each day and lots of task

to be performed (i.e. to prepare various reports on EXCEL, to spend

lot of the time in the market & with our company guide to increase our

own knowledge and completion of the tasks given by our faculty

Guide as well as by our Company Guide).

• Poor feed back: Some time & some people use rough language when

we are interacting with them and telling them about our product. Some

person started to abuse the company regarding the facilities.

• Time Consuming: Contacting with each and every outlet’s and tell

them same thing regarding our purpose of survey and wait for their

response.

• Convincing people: Very few people have knowledge about the

products of coca cola. They are not well aware about the brands of

coca cola. so that was a very mind boggling task to cerate awareness in
 each and every customer. But that seems to a good experience because

It enhances my confidence.

• Weather conditions: As we have to be in the market during the

afternoon, the sunlight and the environment seems to be very hot and

after facing that hot weather we are supposed to get back to office,

which is good rather than that. it can create some health problem.

5.METHODOLOG

Operationally, Marketing research is defined as the objective and formal

process of collecting information; analyzing the results and communicating the

findings and their implications in terms of marketing actions. Marketing Research is a

systematic collection and analysis of information that is ultimately used in evolving

some marketing & financial decision.

All the stages of a research study must be carried out in a logical & analytical

manner. The various stages followed in the Research are:-

A. Research Design

B. Data Collection Methods

C. Sampling

D. Field Work

E. Processing and analysis of data

Research Design

The first phase in planning the research project is formulating a research

design. The research design is a comprehensive master plan of the research study to

be undertaken, giving the general statement of the method to be used. To be effective,

a research design should furnish at least the following details.

a) A statement of objectives of the study or the research output.

b) A statement of the data inputs required on the basis of which the research

problem is to be solved.

c) The methods of analysis that shall be used to treat and analyze the data inputs.
Data Collection Methods

All data sources available to the researcher can be classified as either

• Secondary

• Primary

Primary data are those generated specifically for the purposes of the research

problem in question

Preliminary research also makes extensive use of secondary data, though data

can be gathered afresh also, in small or informal primary studies.

Past experience of the company, its records or internal data could provide

guidelines for action as could external secondary data, especially published material

on consumer perception and reaction to different tools of the communication mix,

media habits and so on.

Primary research involves selecting the sample frame, determining the sample

size, choosing the tools of data collection, getting the data collection instrument
printed in case of field studies as well as editing, tabulating and analyzing the results,

which turn out to be expensive and time consuming.

Secondary data on the other hand can be collected by researcher from

published or compiled research at very little cost and usually very speedily. Though

all marketing research problems make some use of secondary data, exploratory

research situations necessitate using a high proportion of primary data. The major

sources of primary data include respondents, analogous case situations and research

experiments.

In my research I prefer to use primary data as well as secondary data. Primary

data collection, while interacting with the people & secondary data through the hand-

outs, promotional booklets, company magazines, internet, company site etc.

Field work:

Data collection in a marketing research study may require utilizing the

services of many interviewers. Before the interviewer is sent out for data collection,

the interviewer is thoroughly briefed about the project and the manner in which the

data are to be collected. The type of information that may be collected from

respondents may include data on past behavior, intentions of likely behavior extent of
knowledge, attitudes and opinion and socio-economic characteristics and lifestyle

data.

The interviewer should have a pleasing personality. Given the nature of

Indian market, they ‘must have command over local and some regional languages.

The interviewer should be able to freely communicate with the respondents.

Research methodology adopted for the study

To assess:

• The Brand Image that the Company holds in the minds of the customers.

• The impact of promotional activities.

• Awareness about the products of coca cola.

• Took suggestion for the promotional activities from the customers.

• To know about the coverage of market area.

Research design refers to plan, structure and strategy on which the

researcher has to work. In other words we can say that a research design is a blue

print of a research. It lays down the methods and procedures for collection of
requisite information and its measurement and analysis with a view to arriving at

certain meaningful conclusions at the end of proposed study.

After setting the research design the next step is of data collection. To collect the

relevant data we have to keep in mind two aspects – determining relevant data source

and designing data collection form

I have designed schedules for the purpose of digging out the relevant data.

I recorded all the categories of yellow pages with their normal listing.

Processing and analysis of data:

This step includes editing, coding, tabulation and processing of collected data. The

schedules are required to be edited during the field survey for necessary corrections.

After the survey was complete they are required to be checked again for

completeness, accuracy and uniformity.

The next step was coding. Different categories were identified into which responses

were classified. Then tabulation was done. Data was sorted into different categories

and numbers of cases that belong to those categories were counted.

 6.SCHEDUL

We had been given a target to surveyed at various places in the related

market and create brand awareness and sales of coca cola’s product. We prepared a

list of outlets and surveyed all these outlets. At the end we had to separate the

prospective customers from the lot. Among the prospective we had further segregate

them into the loyal customers & cold and contact them for buy coca cola’s products.

Gradually, we follow the following schedule during our OJT:

• Sign in at our office : 10:00 AM

• Prepare plan for the whole day that how much outlets we have to approach &
how can I approach above my target: 10:00 AM to 11:00 PM

• Going for survey to various outlets: 11:00 AM to 1:30 PM

 • Lunch time : 1:30 PM to 2:30 PM

• Going for survey to various outlets again: after 2:30 PM

• Time of meeting with our company guide: after 5:30 PM

Along with the handouts distribution we also record (note) the responses & feed

back from the customers. It really acts as the primary data for my project.

7.REFERENCE

• www.cocacolaindia.com

• www.yahoo.com /Rediff search

• brochures & hand outs

• company magazines & news papers

• company guide

• Customers feedback

• Field