Project Report

Summer Internship
Name - Gourav Tripathi
Specialization - Marketing and Operations

Topic - Impact of advertising on buying behavior towards beverages

Bengal Bevrages
Private Limited:
Executive Summary
• Bengal Beverages Pvt. Ltd. is a food and beverage company based in Dankuni,
West Bengal, India.
• It was founded in 1995 by Shiv Ratan Goenka and is currently managed by his son,
Amit Goenka.
• The company has a diversified portfolio of beverages, including soft drinks,
carbonated water, and energy drinks.
• Some of its popular brands include Thums Up, Sprite, Fanta, Kinley, and Maaza.
• Bengal Beverages is one of the leading beverage companies in India and has a strong presence in the eastern and
northeastern regions of the country.
• The company has a state-of-the-art manufacturing unit in Dankuni with a capacity of producing over 500 million liters of
beverages per annum.
• Bengal Beverages is committed to providing high-quality beverages to its customers and is constantly innovating to meet
the changing needs of the market.
Introduction
Bengal Beverages Pvt. Ltd. is a beverage company based in Dankuni, West Bengal, India. It was founded in 1984 by Shiv
Ratan Goenka and is currently managed by his son, Amit Goenka. BBPL is a Coca-Cola bottling company and is one of the
leading beverage companies in India. It produces a wide range of beverages, including carbonated soft drinks, bottled water,
and juice drinks.

Some of the brands that Bengal Beverages offers include:

• Coca-Cola
• Sprite
• Limca
• Fanta
• Thums Up
• Maaza
• Kinley
• Schweppes
• Minute Maid
• Georgia

BBPL is committed to providing high-quality beverages to its customers. It has a state-of-the-art

manufacturing facility that meets international standards. BBPL is also ISO certified for quality, food
safety, and environmental management.
Objectives
• Identify the different types of advertising that are used to promote beverages.
• Determine how advertising affects consumer awareness of beverages.
Company Profile
Bengal Beverages Pvt. Ltd. is an ISO 9001:2015, FSSC 22000:2018, ISO 140001:2015, ISO 45001:2018 Certified Company with a
turnover of Rs.450 crore.

The manufacturing unit at Dankuni was set up in 1984 by our Chairman cum Managing Director Mr. Shiv Ratan Goenka. It
continues to flourish under the leadership of his son Mr. Amit Goenka – Managing Director. It is a closely held with company within
the family.

Ever since Coca-Cola re-entered India in 1993, BBPL has become one of the leading beverage companies in the country. The
Company offers a diversified portfolio of much loved beverages that include some of the top brands in the world.

1. The core soft drink brands are Coke, Thumsup, Sprite, Fanta and Limca.
2. We also offer low calorie options like Coke Zero and Diet Coke. Our Juice segment includes
brands like Maaza mango and the entire range of Minute Maid juices.
3. The packaged drinking water segment includes our brand Kinley.
4. We have also successfully introduced new brands with likes of Schweppes, Fuze Tea(iced tea),
Aquarius, Zico Coconut water.
5. We also offer brands like Georgia in the tea and coffee segment.
The Company runs a state-of-the-art manufacturing unit, where more than 52 products are produced,
across different production lines. The process incorporates the latest of technologies to ensure maximum
productivity, whilst always maintaining the highest levels of quality and safety. Constant innovation and
up-gradation ensures a highly efficient manufacturing unit.

We have two manufacturing units, Sparkling Soft Drinks and Juice located in Dankuni, District Hooghly and Kinley Water Plant in
Pakuria, District Howrah.

Company is managed by a team of professional Managers in different verticals like Production, Finance, Sales, Shipping, Planning,
HR and Administration. Bengal Beverages and its associate employs 1600 people working in both on role and off role.
Slogans and Tagline Used
Coca-Cola:*

1. "Taste the Feeling"

2. "Har Rishta Bola, Mere Naam Ki Coca-Cola"

Sprite:*

1. "Clear Hai!"

2. "Seedhi Baat, No Bakwaas"

Thums Up:*

1. "Taste The Thunder"

2. "Aaj Kuch Toofani Karte Hain"

Maaza:*

1. "Har Mausam Aam"

2. Taaza Mango, Maaza Mango"

Research Methodology
During my assignment at Howrah Market, I visited various outlets and carefully observed the different
ways beverages are advertised. I gathered information through two methods: primary data, which I
collected by speaking directly with consumers, and secondary data, which I obtained from outlet owners
and by observing their interactions with our PSR executives who took orders.

One of the things I noticed was big colorful banners. These banners covered the entire store and had
pictures of Coca-Cola drinks that looked really refreshing. Some of the banners even had the name of
the store on them, like "Shanky Variety Stores," but the Coca-Cola name and logo were big and bold,
making sure everyone noticed.

Another interesting thing was that some stores hung empty bottles of Coca-Cola drinks right in front of
their shops or on their gates. When people passed by, they would see these bottles, and it made them
think about having a drink right there and then. It created a sudden desire, like a feeling that they really
wanted to try that refreshing drink.

So, in simple words, Coca-Cola used eye-catching banners with their name on them and put them all
around the stores. They also hung empty bottles outside the stores to make people want to grab a drink
and enjoy the refreshing taste. These clever tricks made people really notice Coca-Cola and feel like
having a drink was a great idea.
Hypothesis
• Advertisement strategies, including in-store banners, promotions, and interactive displays,
significantly influence consumer buying behavior and contribute to the higher demand for
beverages like Thums Up, Coca-Cola, and Maaza.
• The availability of free coolers in outlets positively correlates with increased sales of Coca-Cola
products, suggesting that cooler placement is an effective marketing strategy.
• The combination of primary data collected through consumer interactions and secondary data
gathered from outlet owners provides a comprehensive understanding of consumer preferences,
leading to informed decision-making and more effective marketing strategies
Primary Data
Secondary Data
Analysis & Interpretation of Results
I spent time at Hawrah Market, where I visited various outlets. During this time, I had conversations with
different customers, and here's what I observed:

Age 15 to 25: Most young people, between the ages of 15 and 25, seem to prefer drinks like Coca-
Cola, Thums Up, Sprite, and sometimes Charger or Fanta. These choices are quite popular among
them.
Children's Preference: Children, especially, tend to go for Charger or Fanta, which are their
preferred choices most of the time. It seems these flavors are a hit with the kids.

Age 26 to 45: People between the ages of 26 and 45 often go for classic options like Coca-Cola,
Thums Up, or Sprite. These drinks appear to be the go-to choices in this age group.

Female Preferences: Interestingly, there's a slight difference in preferences among females. They
seem to lean more towards drinks like Maaza and Pulp Minute Maid. These fruity options seem to be
more popular among women.

The data I gathered from talking to customers and outlet owners matched each other. This means that
both customers and outlet owners agreed on the popular choices of drinks within the different age
groups.
Research Findings and Conclusions
In my research, I discovered some interesting things about popular beverages:

Top Favorites: Coca-Cola, Thums Up, Sprite, Maaza, and Fanta are incredibly popular choices all
around. These drinks seem to be loved by many.
Special Mention for Charger: Charger is making a mark in the market, especially among children.
It's gaining popularity among the younger crowd.
Eye on the New Kindly Bottle: Customers really liked the new kind of bottle used for packaging. It
caught their attention and seemed to be well-received.
Variety of Choices: Coca-Cola, Thums Up, Sprite, Maaza, Fanta, and Charger are available at
different price points. This means customers have a lot of options to choose from, catering to various
budgets.
Limitations of the Project
• Relies on data accuracy and reliability of data sources.
• May be affected by external factors beyond control.
• May not capture changing consumer preferences over time.
Future Research Scope
As I have completed my internship with FMCG sector. The FMCG Sector happens to be the fourth fastest
growing sector of the Indian Economy. So overall, FMCG Sales in India is expected to grow 10-12% by
revenues 2024-25. while volume growth will be muted at 3-4%, the sector had grown 8.5% in revenues
and 2.5 % in volumes last fiscal year.

So it is intended that there will be huge scope for interns like me in the near future because this sector is
growing day by day and there is potential for growth due to rising disposable income in rural India and
low level of market penetration. It is anticipated that the E- Commerce sector will account for 11% of all
FMCG Sales. So, as a result FMCG sector will have lots of opportunities for the new comers like us and
grow with the FMCG sectors simultaneously.
Bibliography and Webliography
• Bengal Beverages Pvt Ltd official website
• Bengal Beverages Pvt Ltd LinkedIn page
• Coca-Cola India official website
• International Organization for Standardization
• Datamonitor Company Profile, "Bengal Beverages Pvt Ltd," November 2008
• Euromonitor International Company Profile, "Bengal Beverages Pvt Ltd," March 2019
Questionnaire
Consumer Questionnaire:

1. What is your age group? a) 15-25 b) 26-45 c) 46-60 d) 61 and above

2. Which soft drink do you prefer the most? a) Coca-Cola b) Thums Up c) Sprite d) Charger
3. Among these options, what is your preferred choice of beverage? a) Fanta b) Maaza c) Pulp
Minute Maid d) Other (please specify)
4. When you visit an outlet, what is your typical choice of drink? a) Carbonated beverages (Coca-
Cola, Thums Up, etc.) b) Fruit-based drinks (Maaza, Pulp Minute Maid, etc.) c) Other non-
alcoholic beverages (please specify) d) No specific preference
5. How often do you consume soft drinks? a) Daily b) Weekly c) Monthly d) Rarely or never
6. What factors influence your choice of beverage? a) Taste b) Brand preference c) Health
considerations d) Availability
7. Are you more likely to choose a beverage based on its packaging design? a) Yes, always b)
Sometimes c) Rarely d) Not at all
8. Do you think the price of the beverage affects your decision to purchase it? a) Strongly agree b)
Agree c) Disagree d) Strongly disagree
9. How important is it for you to have healthier beverage options available? a) Very important b)
Somewhat important c) Not very important d) Not important at all
10. Would you be interested in trying new or limited-edition beverage flavors? a) Definitely b)
Probably c) Maybe d) Not interested.
Questionnaire
Outlet Owner Questionnaire:

1. How long have you been operating this outlet? a) Less than a year b) 1-3 years c) 4-7 years d)
More than 7 years

2. Which soft drink brands do you sell the most? a) Coca-Cola b) Thums Up c) Sprite d) Charger

3. Among these options, which fruit-based beverage sells the most? a) Fanta b) Maaza c) Pulp
Minute Maid d) Other (please specify)

4. What factors influence the demand for specific beverages at your outlet? a) Customer
preferences b) Brand popularity c) Marketing promotions d) Other (please specify)

5. How do you perceive the purchasing behavior of different age groups? a) Younger customers
prefer carbonated drinks b) Middle-aged customers prefer classic choices c) Older customers
prefer non-carbonated options d) No specific trend observed
6. Do you think offering healthier beverage options is important for your business? a) Very
important b) Somewhat important c) Not very important d) Not important at all

7. How do you decide the pricing of beverages at your outlet? a) Based on cost and profit margins
b) Competitor pricing c) Customer willingness to pay d) Combination of factors

8. Have you noticed any seasonal variations in beverage preferences? a) Yes, significantly b) Yes,
moderately c) No, not really d) Not sure

9. Would you consider introducing new or limited-edition beverage flavors to attract customers? a)
Definitely b) Probably c) Maybe d) Not interested

10. How often do you interact with your customers to understand their preferences? a) Regularly b)
Occasionally c) Rarely d) Never
Additional Details
Conclusion
Our Mission Our Vision Our Goal
To provide refreshingly high- To become a pioneering To achieve a CAGR of 15%
quality beverages to everyone brand in the soft drinks within the next 5 years and
within the reach of market and create a expand our operations to
affordability. sustainable environment. other parts of India.
Thank You