this study regarding to pricing strategies of coca cola company at puttaparti area only. but it is also applicable to all over India.

1. A STUDY REPORT
ON
PRICING STRATEGIES OF DEALERS AT COCA COLA COMPANY WITH
REFRENCE TO IN AND AROUND PUTTAPARTHI
Submitted in the partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
BY
K.RAMANJUL REDDY
ROLL NO: 12HX1E0023
Under the guidance of
PROF.SURAJ BASHA
Sanskrithi School of Business
Puttaparthi
(JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY)
2012-2014
SANSKRITHI SCHOOL OF BUSINESS
Page 1

2. CERTIFICATE
This is to certify that the Dissertation Titled “An Extensive study of PRICING
STROTEGY of DEALERS AT COCA COLA COMPANY WITH REFERENCE TO IN AND AROUND
PUTTAPARTHI.at SANSKRITHI SCHOOL OF BUSINESS (SSB)” is based on an Original Project Study
conducted by
Mr. K.RAMANJUL REDDY of 3rdsemester MBA Programme under the Guidance
of
PROF.SURAJ BASHA
This dissertation is based on original Research and has not
formed basis for the award of any other Degree/Diploma By JNTU
Ananthpur.
Date:
SANSKRITHI SCHOOL OF BUSINESS
Signature of the mentor
Page 2

3. DECLARATION
I K.Ramanjul Reddy (R No:12HX1EOO23) , 3rd semester. Hereby declare the project work
titled “PRICING STRATEGY ON COCA COLA COMPANY “;- is on original work conducted by
me under supervision of my revered mentor Prof :SURAJ BASHA
Signature of the Student
SANSKRITHI SCHOOL OF BUSINESS
Page 3

4. ACKNOWLEDGEMENT
My profound thanks and deep sense of gratitude are due to authorities “PRICING
STROTEGY of DEALERS AT COCA COLA COMPANY WITH REFERENCE TO IN AND AROUND
PUTTAPARTHI” who gave me the opportunity for doing this project work at Anantapur.
It’s my primary duty to express my humble thanks and deep sense of gratitude to DR.VENKAT BARLA
forgiving me this opportunity, also who acted as a source of inspection in completing my work by constantly
enlightening me with his valuable guidance and suggestions during the period of this project.
I also thank the staff for providing my all help and facilities in carrying out project and
making me feel at home.
I also express my gratitude towards the help rendered by Prof: SERAJ BASHA & Project Director,
Sanskrithi School of business, Puttaparthi in completing this project work.
Finally I thank all my friends for spending for spending their valuable time providing their valuable
suggestions in successful completing of this project.
SANSKRITHI SCHOOL OF BUSINESS
Page 4

5. CONTENTS
Chapter No.
Topic
Chapter 1
1.Introduction to the study
Chapter 2
2.1 problem statement
Page number
7- 9
10 – 11
2.2 objectives of the study
2.3 scope of the study
2.4 research methodology
2.5 limitations
Chapter 3
3.1 Company Profile
3.2 Product Profile
3.3 review of literature
12 - 21
Chapter 4
Data Analysis and Interpretation
22 -28
Chapter 5
5.1 Findings
5.2 Suggestions
5.3 conclusion
29 - 30
Bibliography
31 - 32
ANNEXURE
Questionnaire
SANSKRITHI SCHOOL OF BUSINESS
Page 5

6. INTRODUCTION
SANSKRITHI SCHOOL OF BUSINESS
Page 6

7. CHAPTER 1
Pricing Strategies
Pricing is one of the four elements of the marketing mix, along with product, place and promotion.
Pricing strategy is important for companies who wish to achieve success by finding the price point
where they can maximize sales and profits. Companies may use a variety of pricing strategies,
depending on their own unique marketing goals and objectives
Captive Product Pricing
Where products have complements, companies will charge a premium price since the
consumer has no choice. For example a razor manufacturer will charge a low price for the
first plastic razor and recoup its margin (and more) from the sale of the blades that fit the
razor. Another example is where printer manufacturers will sell you an inkjet printer at a
low price. In this instance the inkjet company knows that once you run out of the
consumable ink you need to buy more, and this tends to be relatively expensive. Again the
cartridges are not interchangeable and you have no choice.
Penetration Pricing.
The price charged for products and services is set artificially low in order to gain market
share. Once this is achieved, the price is increased. This approach was used by France
Telecom and Sky TV. These companies need to land grab large numbers of consumers to
make it worth their while, so they offer free telephones or satellite dishes at discounted
rates in order to get people to sign up for their services. Once there is a large number of
subscribers prices gradually creep up. Taking Sky TV for example, or any cable or satellite
company, when there is a premium movie or sporting event prices are at their highest – so
they move from a penetration approach to more of a skimming/premium pricing approach.
Price Skimming.
Price skimming sees a company charge a higher price because it has a substantial
competitive advantage. However, the advantage tends not to be sustainable. The high price
SANSKRITHI SCHOOL OF BUSINESS
Page 7

8. attracts new competitors into the market, and the price inevitably falls due to increased
supply.
Manufacturers of digital watches used a skimming approach in the 1970s. Once other
manufacturers were tempted into the market and the watches were produced at a lower
unit cost, other marketing strategies and pricing approaches are implemented. New
products were developed and the market for watches gained a reputation for innovation.
The diagram depicts four key pricing strategies namely premium pricing, penetration
pricing, economy pricing, and price skimming which are the four main pricing
policies/strategies. They form the bases for the exercise. However there are other important
approaches to pricing, and we cover them throughout the entirety of this lesson.
Psychological Pricing.
This approach is used when the marketer wants the consumer to respond on an emotional,
rather than rational basis. For example Price Point Perspective (PPP) 0.99 Cents not 1 US
Dollar. It's strange how consumers use price as an indicator of all sorts of factors, especially
when they are in unfamiliar markets. Consumers might practice a decision avoidance
approach when buying products in an unfamiliar setting, an example being when buying ice
SANSKRITHI SCHOOL OF BUSINESS
Page 8

9. cream. What would you like, an ice cream at $0.75, $1.25 or $2.00? The choice is yours.
Maybe you're entering an entirely new market. Let's say that you're buying a lawnmower
for the first time and know nothing about garden equipment. Would you automatically by
the cheapest? Would you buy the most expensive? Or, would you go for a lawnmower
somewhere in the middle? Price therefore may be an indication of quality or benefits in
unfamiliar markets.
Product Line Pricing.
Where there is a range of products or services the pricing reflects the benefits of parts of
the range. For example car washes; a basic wash could be $2, a wash and wax $4 and the
whole package for $6. Product line pricing seldom reflects the cost of making the product
since it delivers a range of prices that a consumer perceives as being fair incrementally –
over the range.
If you buy chocolate bars or potato chips (crisps) you expect to pay X for a single packet,
although if you buy a family pack which is 5 times bigger, you expect to pay less than 5X the
price. The cost of making and distributing large family packs of chocolate/chips could be far
more expensive. It might benefit the manufacturer to sell them singly in terms of profit
margin, although they price over the whole line. Profit is made on the range rather than
single item.
SANSKRITHI SCHOOL OF BUSINESS
Page 9

10. CHAPTER 2
2.1 Problem statement
The principle cause behind of this project is to know that how to fix price of product and
what pricing strategies are using of coca cola company and what further improvement can
be done in future in this area of pricing strategies.
2.2 Objectives
 To study the problem of pricing strategies of coca cola company.
 To identify the parameters affecting the problem.
 To identifies the how much price the dealers charged from costumers.
 How coca cola company fix pricing of products based on the cost or competitive
price.
 To devise a plane for solution the stated problem.
 To make recommendation for implementing of the problem.
SANSKRITHI SCHOOL OF BUSINESS
Page 10

11. 2.3 Scope of the study
This study covers data on pricing strategy of coca cola Company in and around puttaparth. It
is also applicable to all over India. The study main purpose is to know what strategies
following coca cola Company to fix price their products. It also helps to understand the
consumer behaviour about price.
2.4 Research methodology
Methodology is the systematic, theoretical analysis of the methods applied to a field of
study, or the theoretical analysis of the body of methods and principles associated with a
branch of knowledge. It, typically, encompasses concepts such as paradigm, theoretical
model, phases and quantitative or qualitative techniques.
A Methodology does not set out to provide solutions but offers the theoretical underpinning
for understanding which method, set of methods or so called “best practices” can be
applied to a specific case.
Primary data
The direct interview through questionnaire. Collected from consumers and dealers.
Secondary data
The secondary data collected from business magazines, Industry survey and Internet.
Limitations
This study is confined to in and around puttaparthi area only.
There is possibility of sampling errors in the study.
The questions included in the questionnaire may not be comprehensive.
SANSKRITHI SCHOOL OF BUSINESS
Page 11

12. CHAPTER 3
The Coca-Cola Company profile
Profile
Type
Traded as
Industry
Founded
Founder(s)
Headquarters
Area served
Key people
Products
Revenue
Operating income
Net income
Total assets
Total equity
Employees
Subsidiaries
Website
Public
NYSE: KO
Dow Jones Industrial Average Component
S&P 500 Component
Beverage
1886
Asa Griggs Candler
Coca-Cola headquarters,
Atlanta, Georgia, U.S.
Worldwide
Muhtar Kent
(Chairman & CEO)
List of The Coca-Cola Company products
US$48.01 billion (2012)
US$10.84 billion (2012)
US$9.01 billion (2012)
US$86.17 billion (2012)
US$32.79 billion (2012)
146,200 (Dec 2011)[2]
List of The Coca-Cola Company subsidiaries
Coca-ColaCompany.com
SANSKRITHI SCHOOL OF BUSINESS
Page 12

13. The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is an American multinational beverage corporation
and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and
syrups, which is headquartered in Atlanta, Georgia. The company is best known for its
flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in
Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Griggs
Candler (December 30, 1851 - March 12, 1929), who incorporated The Coca-Cola Company
in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than
500 brands in over 200 countries or territories and serves over 1.7 billion servings each
day.[5] The company operates a franchised distribution system dating from 1889 where The
Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory. The Coca-Cola Company owns its
anchor bottler in North America, Coca-Cola Refreshments.
Figure 2coca cola products
Figure 1 One of The Coca-Cola
Company's headquarters
buildings in Atlanta
SANSKRITHI SCHOOL OF BUSINESS
Page 13

14. PRICING STRATEGY OF COCA COLA
The amount of money charged for a product or service, or sum of the values that
Consumers exchange for the benefits of having or using the product or services. As price
gives us the profit so this P is very important for business price of product should be that
which gives maximum benefit to the company and which gives maximum satisfaction to the
customer.
Following factors Coca Cola kept in mind while determining the pricing strategy.
➢ Price should be set according to the product demand of public.
➢ Price should be that which gives the company maximum revenue.
➢ Price should not be too low or too high than the price competitor is charging from
Their customers otherwise nobody will buy your product.
➢ Price must be keeping the view of your target market.
The price of Coca Cola, despite being market leader is the same as that of its competitor
Sometimes, Pepsi places its customers into some psychological pricing strategies by
reducing a high priced bottle and consumers think that they save a lot of money from this.
PRICES OF DIFFERENT BOTTLES:
Size of Coca Cola Price of Coca Cola (RS.)
Regular bottle 13
Non returnable or disposable bottle 30
1.5 litter bottle 70
2.25 litter bottle 90
Coca Cola can 40
PRICING STRATEGIES:
Coca Cola has intense competition with Pepsi so its pricing can’t exceed too much nor
decrease too much as compared to the price of Pepsi Cola. If price of the Coca Cola exceed
SANSKRITHI SCHOOL OF BUSINESS
Page 14

15. too much from the Pepsi then people will shift to the Pepsi Cola and on the other hand if the
price of Coca Cola decreases people might get the impression that its quality is also low.
PROMOTIONAL PRICING POLICY
Coca Cola has offered promotional prices very frequently. Especially on some occasion Coca
Cola reduces its rates like in Ramadan Coca Cola reduces its rate unto 5 Rupees on 1.5 litter
bottle.
MARKET PENETRATION PRICING POLICY
In an economy like that of Pakistan, consumers tend to switch towards a low priced
product. Coca Cola’s objective is to target every consumer of the country so Coca Cola has
to set its prices at such a level which no one can offer to its consumers. That is why Coca
Cola charges the same prices as are being charged by its competitors. Otherwise, consumers
may go for Pepsi Cola in case of availability of Coca Cola at relatively high price.
DISTRIBUTION CHANNEL
Coca Cola Company makes two types of selling
➢ Direct selling
➢ Indirect selling
DIRECT SELLING
In direct selling they supply their products in shops by using their own transports. They have
almost 550 vehicles to supply their bottles. In this type of selling company have more profit
margin.
INDIRECT SELLING
They have their whole sellers and agencies to cover all area. Because it is very difficult for
them to cover all area of Pakistan by their own so they have so many whole sellers and
Agencies to assure their customers for availability of Coca Cola products.
SANSKRITHI SCHOOL OF BUSINESS
Page 15

16. SWOT Analysis of Coca Cola Company
The Coca-Cola is the world's largest beverage company, offering consumers almost 500 still
and sparkling brands. Coke has the world's largest beverage distribution network;
consuming in more than 200 countries enjoys the Coke’s beverages at an average of nearly
1.6 billion servings a day.
In 2011, Coca-cola was declared the world’s most valuable brand according to Interbrand’s
best global brand. Most diversified range of products such as Cola-Cola Cherry, Coca-Cola
Vanilla, Diet Coke, Diet Coke Caffeine-Free, Caffeine-Free Coca-Cola and range of lime or
coffee and lemon. Coca-Cola has very effective advertising campaign, its advertising also
represent the US culture. By sponsoring different games and teams and also featured in
countless television programs and films.
Strengths
The Coca-Cola is the world's largest beverage company, offering consumers almost 500 still
and sparkling brands.
Coke has the world's largest beverage distribution network; consuming in more than 200
countries enjoys the Coke’s beverages at an average of nearly 1.6 billion servings a day.
In 2011, Coca-cola was declared the world’s most valuable brand according to Interbrand's
best global brand.
Cola-Cola gets competitive advantage through the well-known global trade marks by
achieving the premium prices. It means Cola-Cola have something that their competitors do
not have.
Coca-Cola is sold in restaurants, vending machine and stores in more than 200 countries.
Coca-Cola achieve both competitive advantages, differentiation and low cost,
which maintain its low cost whereas simultaneously differentiate its products.
Most diversified range of products such as Cola-Cola Cherry, Coca-Cola Vanilla, Diet
Coke, Diet Coke Caffeine-Free, Caffeine-Free Coca-Cola and range of lime or coffee and
lemon.
Coca-Cola has very effective advertising campaign, its advertising also represent the US
culture. By sponsoring different games and teams and also featured in countless television
programs and films.
SANSKRITHI SCHOOL OF BUSINESS
Page 16

17. Coke and its bottlers are among the world's top purchasers of citrus juice, coffee and sugar.
Coke has started to work with the International Labour Organization's International Program
on the removal of Child Labour.
Weaknesses
Coke is criticized for lofty levels of pesticides in its products, exploitative labor practices,
environmental destruction, building plants in different countries those employed slave labor
and monopolistic business practices.
Less inventory turnover as compare to PepsiCo and product line restricted to
the beverages only.
By giving the distributing and bottling authorization of its own products, it results in
dropping a major portion of potential revenue.
Coke has been criticized for its aggressive marketing to children and suspected unfavourable
health effects.
Different studies has been conducted and found other drinks and Coke harmful if consumed
excessively.
In India Coca-Cola gaining negative publicity due to water issues, it resulted in lower growth
and pitiable brand image.
Lack of management enthusiasm for offering foreign products into U.S.A markets.
Opportunities
It is highly difficult for the new entrants to enter in the soft drink industry because of some
factors such as brand image and loyalty, bottling network, advertising expense, retail
distribution and fear of retaliation.
Coke has significant opportunities within global supply chain to encourage and develop
more sustainable practices to benefit consumers, customers and suppliers. While; it is still in
the premature stages of exploring these opportunities and dedicated to the economic
vitality and health of the farming communities our supply chain engages.
Cock Bill & Melinda Gates Foundation and nonprofits Techno Serve initiated a partnership to
facilitate more than 50,000 small fruit farmers in Kenya Uganda to increase their
productivity and double their incomes by 2014.
Coke can diminish the fear of substitute by diversifying (related or unrelated) by offering
substitute products.
SANSKRITHI SCHOOL OF BUSINESS
Page 17

18. World population is expected to grow at 8 billion 2025, and 9.2 billion by 2050. Nearly 99%
growth will take place in developing countries.
Changing consumer lifestyle; by becoming health conscious and preferring substitute
products. Coke can relatively diversify and offering health conscious products.
Coke promotes and support sustainable agriculture not only because it makes good business
sense.
Focusing on its advertising and differentiation can increase its profits.
Bottled water consumption in increasing day by day, 11 percent growth is reported.
Threats
Pepsi is the major and primary rival of the Coca-Cola in the soft drink industry, Pepsi is 2nd in
revenue behind the Coca-Cola, and also hit Coca-Cola in some markets.
Its primary competitor PepsiCo is highly diversified by providing big range of food products.
Central and South America Kola Real also known as Big Cola in Mexico is giving tough
competition to Coca-Cola etc.
Large numbers of substitutes are available in the market such as water, tea, juices
coffee etc.
Coca-Cola is facing different regulations and policies set by government in different
countries.
Low growth rate in carbonated drinks, which is recorded less than one percent in primary
market of Coca-Cola.
Changing consumer lifestyle; by becoming health conscious and preferring substitute
products. Different studies has been conducted and found other drinks and Coke harmful if
consumed excessively.
Dealers profile;
k.Prabakar
coca cola dealer,
peddakummavari palli road,
govinda peta
puttaparthi, 515134
SANSKRITHI SCHOOL OF BUSINESS
Page 18

19. List of coca cola products
Coca-Cola
Diet Coke
Thums Up
Sprite
Fanta
Limca
Maaza
Minute Maid Pulpy Orange
Minute Maid Nimbu Fresh
Minute Maid Guava
Minute Maid Apple
Minute Maid Mango
Minute Maid Mixed Fruit
Minute Maid 100% Juice Grape
Minute Maid 100% Juice Apple
Minute Maid 100% Juice Orange
Burn
Kinley Water
Kinley Soda
Schweppes
SANSKRITHI SCHOOL OF BUSINESS
Page 19

20. Product quality & safety
The global nature of our business requires that the Coca-Cola System uphold the highest
standards and processes for ensuring consistent product safety and quality - from our
concentrate production to our bottling and product delivery. We measure key product and
package quality attributes to ensure our beverage products in the marketplace meet The
Coca-Cola Company's requirements and consumer expectations. Consistency and reliability
are critical to our product quality and to meeting global regulatory requirements and The
Coca-Cola Company's standards.
All our products are manufactured in sites independently certified according to
internationally recognized food safety management standards. Coca-Cola India has
complied with all laws and regulations concerning the provision and use of our products and
we take measures to ensure that compliance continues in the future too.
Our food safety commitment includes the following focus areas:
Risk Assessment and Mitigation: To implement food safety programs in manufacturing,
warehousing and distribution facilities.
Supplier Management: To ensure safety of raw materials, ingredients and packaging.
Regulatory Compliance: To guarantee consistent execution of our policies from our
suppliers, our co-packers, our customers and our bottling and distribution partners.
Continual Improvement across our global system to provide proactive identification and
effective management of food sazzfety risks associated with products, processes, and
technologies.
Literature review
The advertising and marketing spend in the industry is very high by Coke, Pepsi and their
bottler’s. This makes it extremely difficult for an entrant to compete with the incumbents
and gain any visibility.
Coke and Pepsi have a long history of heavy advertising and this has earned them huge
amount of brand equity and loyal customer’s all over the world. This makes it virtually
impossible for a new entrant to match this scale in this market place.
Retailer Shelf Space (Retail Distribution): Retailers enjoy significant margins of 15-20% on
these soft drinks for the shelf space they offer. These margins are quite significant for their
SANSKRITHI SCHOOL OF BUSINESS
Page 20

21. bottom-line. This makes it tough for the new entrants to convince retailers to
carry/substitute their new products for Coke and Pepsi.
The several factors that make it very difficult for the competition to enter the soft drink
market include:
Network Bottling: Both Coke and PepsiCo have franchisee agreements with their existing
bottler’s who have rights in a certain geographic area in perpetuity. These agreements
prohibit bottler’s from taking on new competing brands for similar products. Also with the
recent consolidation among the bottler’s and the backward integration with both Coke and
Pepsi buying significant percent of bottling companies, it is very difficult for a firm entering
to find bottler’s willing to distribute their product.
The other approach to try and build
A Cricket Legend SACHIN TENDULKAR Says about coca cola
I distinctly remember being proud of buying a second-hand international car in 1993, and
today we are spoiled for choices with the best of brands available in the country. But, as
they say, "the more things change, the more they remain the same," and Coca Cola is a
manifestation of this idiom. The joy of sipping the Coke remains the same, several years
hence!
2013 is all about re-inventing one self. For players like us who have been around for over
two decades, there is a need to look beyond our current pre-occupation and identify new
challenges and take on new roles. I have been associated with Coca-Cola for several years,
and the one thing I have seen during this association is the ability of the company to keep
re-inventing itself.
SANSKRITHI SCHOOL OF BUSINESS
Page 21

22. CHAPTER 4
DATA ANALYSIS AND INTERPRITATION
1. Are you Heard about coca cola company
s.no
Options
Respondents
Percentages %
1
Yes
82
82%
2
No
18
18%
100
100
No.of Respondents
Heard about coca cola
Options
Respondents
Percentages %
18%
0%
82%
INFERENCE:
From the above graph it is brought out that 82% of the Respondents are heard the coca
cola brands. Remaining 18% of the Respondents did not know the coca cola brands.
SANSKRITHI SCHOOL OF BUSINESS
Page 22

23. 2 .Different soft drinks used by customer
S.NO
OPTIONS
RESPONDENTS
Percentages %
1
Coca cola
48
48%
2
Pepsi
36
36%
3
Dr.pepper
8
8%
4
None of the above
8
8%
different soft drinks
4
None of the above
3
Dr.pepper
2
Pepsi
1
Percentages %
Coca cola
RESPONDENTS
8%
8
8%
8
36%
36
48%
48
INFERENCE:
From the above graph shows that 48% of the respondents using coca cola brands and 36%
of the respondents using Pepco brands and 8% of the respondents don’t know the any soft
drinks. It indicates coca cola is occupies large market.
SANSKRITHI SCHOOL OF BUSINESS
Page 23

24. 3.which product preferred within coca cola product
S.NO
OPTIONS
RESPONDENTS
Percentages %
1
Coca cola
30
30%
2
fanta
15
15%
3
sprite
40
40%
4
Thums up
15
15%
various bronds of coca cola
Axis Title
40
30
20
10
RESPONDENTS
0
Percentages %
Coca cola
1
fanta
2
sprite
3
Thums up
4
INFERENCE:
From the above graph shows that 40% of the respondents preferred sprite 30% of the
respondents preferred coca cola brands and 15% of the respondents preferred fanta and
thums up.
SANSKRITHI SCHOOL OF BUSINESS
Page 24

25. 4.what made to you preferred a particular product
S.NO
OPTIONS
RESPONDENTS
Percentages %
1
price
24
24%
2
Taste
20
20%
3
flavour
12
12%
4
brand
36
36%
5
quality
10
10%
Verious charecterstics
RESPONDENTS
Percentages %
36
24
20
12
24%
20%
10
36%
12%
10%
price
Taste
flavour
brand
quality
1
2
3
4
5
INFERENCE:
From the above graph shows that 36% of the respondents see the brand and
24%, price and 20%, taste and 12% flavour. It evaluate the more customers see the brand
only to choosing the brand.
SANSKRITHI SCHOOL OF BUSINESS
Page 25

26. 5.Are you satisfied with the price
S No
OPTIONS
RESPONDENTS
Percentages %
1
Strongly agree
26
26%
2
agree
42
42%
3
saturated
5
5%
4
disagree
21
21%
5
Strongly disagree
6
6%
Price opinion of customer
RESPONDENTS
Percentages %
42
26
21
42%
26%
5
6
21%
5%
6%
Strongly agree
agree
saturated
disagree
Strongly
disagree
1
2
3
4
5
INFERENCE:
From the above graph shows that 42% of the respondents the price and 26% of
the respondents strongly agree the price and 5% of the respondents saturated and 21% of
the respondents disagree the price.
SANSKRITHI SCHOOL OF BUSINESS
Page 26

27. 6.In which seasons you preferred much soft drinks
S No
OPTIONS
RESPONDENTS
Percentages %
1
Summer
72
72%
2
Winter
14
14%
3
Rain season
8
8%
4
Regularly
6
6%
Different
4
regularly
3
Rain session
2
winter
1
Percentages %
summer
6%
RESPONDENTS
6
8%
14%
72%
8
14
72
INFERENCE:
From the above graph shows that 72% of the respondents are preferred soft
drinks on summer. and14% of the respondents are preferred in winter and 8% of
respondents are preferred in rain season and 6% of the respondents are preferred on
regularly.
SANSKRITHI SCHOOL OF BUSINESS
Page 27

28. 7.Types of Respondents
S No
OPTIONS
RESPONDENTS
Percentages %
1
MALE
56
56%
2
FEMALE
44
44%
OPTIONS
MALE
FEMALE
0%
44%
56%
INFERENCE:
From the above graph shows that 56% of the respondents are in male and 44%
of the respondents are female.
SANSKRITHI SCHOOL OF BUSINESS
Page 28

29. CHAPTER 5
5.1 Findings
 The data which was collected from 56% are males and 44% are females.
 Out of 100% of respondents 80% of respondents know the coca cola company
brands.
 Huge competition from PepsiCo and new competition from herbal drinks and from
Red Bull.
 The coca cola products are more selling on summer.
 Most of the costumers satisfies the price of products
5.2 Suggestions
The coca cola have a good brand and quality. It improve the low price on big battles
to reach the more customers.
My suggestion is that you have your vendors put more of it in the
stores!
Promotional facilities are also to be manage well to improve the status of pricing
strategies towords products.
Coco cola brand is good but quality should be improved.
The coca cola must improve the awareness of brand in particular areas such as rural
areas.
SANSKRITHI SCHOOL OF BUSINESS
Page 29

30. You have all the other flavours that no one buys!!! The green tea one
which is called RESCUE never stays because customers buy it
more!!!!!THAT'S MY SUGGESTION!
5.3 Conclusion
In the conclusion, it can be stated that the coca cola company having good pricing
strategies. Most of the customer choosing the coca cola products on seem brand image.
There is no much competition in the market of soft drinks. The main competitor of coca cola
company is pepsi. The coca cola company always look in to competitor price to fix their price
of product.
SANSKRITHI SCHOOL OF BUSINESS
Page 30

31. ANNEXURE
Bibliography
www.google.com
www.coca cola.com
Philip Kotler marketing management 14th edition.
Business research methods –S N Murthy.
QUESTIONNAIRE
Name:
Age :
1.Have you ever had any soft drink?
a) yes
b)no
2.which soft drink do you used more often?
a) coca cola b) Pepsi c)Dr.pepper d) None of the abive
3. Are you heard about coca cola brand?
a) yes
b)no
4. Which products you preferred in coca cola brand?
a)coca cola b) fanta c) sprite d) thums up
5.what made to you choose particular product?
SANSKRITHI SCHOOL OF BUSINESS
Page 31

32. a)price
b) taste c) flavour d) brand e) quality
6. In which seasons you preferred more soft drinks
a) summer b) winter c) rain season b) regularly
7. Are you satisfied with the price?
a) Strongly agree b) agree c) saturated d) disagree e) strongly disagree
8. Are you male and female?
a) male b) female
9 .How much are you willing to pay to buy a soft drinks?
Ans: ……………………………………………………………………………………………………………….
10. Would you suggest any plan to improve pricing strategy?
Ans: ……………………………………………………………………………………………………………
SANSKRITHI SCHOOL OF BUSINESS
Page 32