[projects4mp]

EXECUTIVE SUMMARY

The project was undertaken to study the impact of local cold drink “Gina” on the market share of Coke and Pepsi in Mira Road and Dahisar area. The population consists of all those retailers in the defined area who stock and sell relevant brands of cold drinks that is Pepsi, Coke and local brand, Gina. It was necessary to learn about Gina (manufacturer of local cold drink) as any research without the preliminary knowledge is not complete. The acquaintance of Mr Pramod Patil beneficed us in our endeavor.
With a view to find out the impact of Gina on the other brands in Mira Road and Dahisar areas, market share of Gina and to determine the most dominating flavor of cold drinks in these areas , we interviewed the retailers.
The research study shows that the share of Gina in these defined areas is 21 percent as compared to that of Coke and Pepsi with a market share of 38.1 and 38.4 percent respectively. The study revealed that Gina is able to sustain the tough competition with Coke and Pepsi .The sales of Coke and Pepsi have boomed because of the advent of the 200 ml size of bottle priced at Rs 5. Gina can also think of similar product packing, pricing and launching.
In order to sustain in such a competitive market it is imperative for a local player like Gina to invest substantially in advertisements, sales promotion and packaging.
The study divulged that Gina in a very short span of three years , Gina has grown by leaps and bounds. With this milieu, it can be forecasted that if Gina aggressively promotes it self , it can become a “COKE OF TOMORROW”.

Thus Gina should have such an effective marketing strategy that it makes an impact in such a manner that whenever an Indian consumer feels thirsty, they should ask for Gina rather than any other cold drinks.