Survey Report on MeasuringCustomer Satisfaction About Marketing mix of \" Coca Cola \" consumer...

$: Survey Report on MeasuringCustomer Satisfaction About Marketing mix of \" Coca Cola \" consumer Satisfaction Analysis on Product of \" Dove soap\"$
Survey Report

onMeasuringCustomer Satisfaction

About Marketing mix of “ Coca Cola “

consumer Satisfaction Analysis on Product of " Dove soap".

Reports on…………….

Measuring Customer Satisfaction About Marketing Mix of Coca Cola

Date of Submission: Aug 16, 2015

Company Name:

Coca colaSupervised By:

Mr, ManiruzzamanAssistant Professor

Department of MarketingBangladesh University of Business & Technology (BUBT)

Prepared By:Name ID. Intake

Rahin Ashraf 12131101038 29th

MD.Maruf Pervez 11123101194 28th

Department of Marketing


Bangladesh university of Business & Technology(BUBT)

Bangladesh University of Business &Technology (BUBT)

Date of Submission: Aug16, 2015

LETTER OF TRANSMITTAL

Aug 16, 2015

Mr.ManiruzzamanAssistant ProfessorDepartment of MarketingBangladesh University of Business &Technology (BUBT)

Subject: Submission of Report on customer satisfaction About Marketing Mix ofCoca Cola..Dear Sir,

It’s our pleasure to submit you, our report on customer satisfaction Analysis on Productof Coca Cola. We have completed our survey program on coca cola .It is a collaborativeEffort to confine the theoretical knowledge and what is going on as the practical filedactivities. Here is our overview on “customer satisfaction Analysis on Product of CocaCola”. We have tried our self to explain our learning and experience. We have gatheredfrom our survey program briefly in this report.Therefore we sincerely hope that you modestly to accept our paper as it may sufferfrom shortcoming. Therefore, we hope that this will meet the Standard of yourjudgment.

Thanking you for your kind supervision

Sincerely yours

………………………………………………


Rahin Ashraf MD.Maruf Pervez

ID:12131101038 ID: 11123101194

29th Intake, BBA 28th Intake, BBA

Department of Marketing Department of Marketing


Acknowledgement

At first we like to express our deepest gratitude to almighty ALLAH for giving us the

strength composure to finish the task within schedule time. Then we are very grateful to

the respondent for providing us the opportunity to complete our survey. Our sincere

gratitude goes to our honorable teacher Md.Maniruzzaman. Without his support

encouragement; this would have not been possible such as endeavor to enhance our

practical knowledge about the real Business world deserves great appreciation.

We are very much glad for the friendly cooperation from the respondents. They gave

us long time. They shared the most valuable experience and supplied information for

Deserves appreciation.

We pay our respect and gratitude to our family who have bought us up to this stage

and also our friends for giving us good advice, suggestion, inspiration and support.

Finally, we would like to add few words Saying that this report is prepared by a novice

and naturally there could be unwilling errors and omission Which are extremely

belonging to us.


Table of Contents

Title Page

no.

Chapter-01 Introduction 01-041.1 1.1 Background of the Study 021.2 Objective of study 021.3 Methodology of the study 021.4 Research Instrument 031.5 Limitation of the study 04

Chapter-02 Company Profile 05-09

2.1 Company Details 062.2 Vision, Mission 072.3 Management 09

Chapter-03 Theoretical Aspects 10-12

3.1 Theoretical Aspects 113.2 Buyer Satisfaction 113.3 The Need to Measure Buyer Satisfaction 123.4 Benefits of Buyer Satisfaction 12

Chapter-04 Analysis of the Study 12-18

Chapter-05 Major Findings 19-20

Chapter-06 Conclusion,& Recommendations 21-22

Chapter-07 Bibliography & Appendix 23-24


Executive Summary

Unilever is the most diversified and one of the largest company in world. In the age of

globalization and free trade, the process and the system of running a toiletries idea is

changing.

Unilever is continuously managing itself with this changing environment. The report istitled as “customer Satisfaction Analysis on Product of Dove Soap”

The report is basically divided into nine major chapters. In the first chapter, objective,methodology and limitation of the report have been discussed.

The second chapter (organization part), covers the areas like profile, vision, mission,objectives

. The third chapter covers the theoretical aspects of the report. I tried to give thedefinitions of terms that are related to the report. The Chapter four focus the customersatisfaction analysis related to questionnaire survey. Chapter five covers the majorsfindings. This study has provided some interesting insight in to what kind of service thebuyer give importance .It is quite obvious from the study that the buyer are satisfiedwith the aspects like reputation, quality, efficiency , problem solving system, flexibility ,pricing and overall satisfactory level of Dove Soap. It is also found that that customerare very dissatisfied with some of the aspects like price of the product.

Chapter six discusses the conclusion of the study and chapter seven covers therecommendation part. Chapter eight covers Bibliography of the report & Chapter ninecovers appendix of the report.


CHAPTER – 01introduction


1.1 Background of the Study

Only theoretical knowledge in the field of studies is not sufficient. An academiccourse of the study has a great value when it has practical application in real lifesituation. So, we need proper application of our knowledge to get some benefit fromour theoretical knowledge make it more tactful. When we engage our self in such fieldsto make proper use of our theoretical knowledge in our practical life situation. Suchtheoretical knowledge is obtained from a course of study at only the half way of thesubject matter. Survey report implies on other the full application of the methods andprocedures implies on the other full application of the methods and proceduresthrough rich acquire of subject matter can be forcefully applied in our day-to-day lifesituation. Such a procedure of practical application is essential for the every students.

1.2 Objective of the study

Broad Objective : The broad objective of this study is to Analyze customerSatisfaction of Coca Cola.

Specific objective: The specific objectives of the study are given below:

To analyze customer satisfaction level about the Coca Cola .

To recommend some measures for the development of the products of CocaCola.

To suggest probable solution of the identified problems

1.3 Methodology of the study

The following methodology was adopted to prepare this report:

Nature of study: This report is based on descriptive research.

Sources of data: The Data were collected from primary and secondary sources.


Data collected procedures: The method which is followed for data collection is researcher administered questionnaire survey.

Primary: Primary data have been collected from following sources.

Questionnaire survey

Secondary: Secondary data have been collected from the following sources.

Website

Other related reports

1.4 Research Instrument

Questionnaire

A structured questionnaire was developed in combination of multiple choice question inorder to collect data from the respondents who are the customer of Coca Cola.

Five point Linker has been followed study.

Sampling Plan

Population: The population of this study are the customer of Coca Cola.

(Uttara-4, Mirpur-1, Baridhara at Dhaka).

Sample element: Sample element is the individual are the customer of Coca Cola.

(Uttara-4 , Mirpur-1 , Baridhara at Dhaka).

Sampling frame: Organization did not provided me sampling frame due to secrecy.


Sampling method: Sampling method is “Non-probability convenience sampling”

Sampling size: The total size of sample is

Types of Customer No of CustomerMale 10Female 15Total 25

1.5 Limitations of the study

o Lack of published relevant documents.

o Getting relevant papers and documents were strictly prohibited.

o Time was limited for the whole study.

o Sample size is too small to figure out the real picture of the study.

o Some of the customers were hesitating and weren’t interested to fill up the surveyform.

o Lack of experiences


CHAPTER - 02Company profile


2.1Company Details

Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 personal cleansing product, and the #3 business in the Anglo-Dutch company's portfolio behind Knorr and Lipton. During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to facial cleansers, and from deodorants to shampoo-conditioners. Dove has attracted widespread media attention since 2004 for its marketing. That year, Ogilvy & Mather launched a series of ads for Dove portraying the "real beauty" of ordinary women. The brand competes fiercely with Procter & Gamble's Olay, Beiersdorf's Nivea and Johnson & Johnson's Neutrogena, all of which have a similarly broad product range. A new line of Dove for Men products was launched in 2010.

Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada,Germany, India, Indonesia, Israel, Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United States. The products are sold in more than 80 countries and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's namesake bird.

Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats (tallow). In some countries Dove is derived from tallow and for this reason it is not considered vegan, unlike vegetable oil based soaps.


http://www.adbrands.net/members/us/lipton_us_p.htm

http://www.adbrands.net/members/de/knorr_de_p.htm

2.2: VISION, MISSION

At Dove, our vision is of a world where beauty is a source of confidence, and not anxiety. So, we are on a mission to help the next generation of women develop a positive relationship with the way they look - helping them raise their self-esteem and realize their full potential.

Why is this important? Dove global research shows: Only 4% of women around theworld consider themselves beautiful, and anxiety about appearance begins at an early age.6 out of 10 girls are so concerned with the way they look, that they actually opt out of participating fully in daily life – from going swimming and playing sports, to visiting the doctor, going to school or even offering their opinions.

At Dove we believe that women and girls of all ages should see beauty as a source of confidence, not anxiety. And when women and girls choose not to participate fully in life, society as a whole misses out. So we’re on a mission to help the next generation of women develop a positive relationship with the way they look - helping them raise their self-esteem and realize their full potential.


The Dove Self-Esteem Project The Dove Self-Esteem Project was founded in 2004 tohelp the next generation of women grow up feeling happy and confident about the way they look.

The project delivers self-esteem education to young people (primarily girls) aged 8-17 years through lessons in schools, workshops for youth groups, and online resources for parents. Take a look at some of our resources here.

Reaching 15 million young people with self-esteem education We are working to reach more than 15 million young people with self-esteem education by the end of2015. We are well on our way, having reached more than 11 million so far, but there are many more girls to reach. We want everyone to play their part in helping build girls’ body confidence and self-esteem to help them reach their full potential. You can help by getting involved in the Project.

Partnerships All of our self-esteem resources are developed in consultation with experts: global authorities on the issue of girls’ body confidence as well as those with a very real, practical understanding of girls. We’d love to introduce you to some of the experts we work with here. We also work with partner organizations that share our common goals. Our partners help us to develop impactful materials and deliver them to even more young people.

The Mission

The mission of the Dove Health Alliance is "to discover, validate, and disseminate the principles and practices of energy medicine on personal, societal and environmental levels." To define the effectiveness of the existing and emerging healing methods and therapeutic, instrumentation used in Energy Medicine, through research, development, and clinical testing


2.3 Management

Dove's long-serving VP-global brand development Fernando Machado stepped down in 2014 to join Burger King. Laurent Boury is now global brand VP for Dove, based in New York. Brent Shakeshaft is VP, global marketing, Dove cleansing.

Marketers in the UK include Steve Miles (SVP, global marketing, Dove), Julie Thompson (global digital director, Dove), Catherine Rushton (senior brand manager, Dove masterbrand & skin cleansing), Lucy Howdle (senior global brand development manager, Dove Skin), Neil Brading (senior global brand development manager, Dove Men+Care), Jocelyn Hsieh (senior global brand development manager, Dove Wash), Rachel Mattey (global brand development manager, Dove Men+Care), Hamish Priest (global media manager, Dove), Nikita Sona (global brand manager, Dove Hair), Raphael Estripeau (global consumer & market insight manager, Dove Hair).

Marketers in the US include Maite Bosch (senior global brand development director, Dove), Santiago Hunt (global brand development director, Dove Men+Care), Rodrigo Ferrari (global brand development director, Dove Bar), Melissa Grevstad (senior global brand development manager, Dove Men+Care), Augusto Carzon (senior global brand director, Dove Deo), Michelle Taite (global brand development manager, Dove), Maris Johansson (global brand development manager, Dove Bar), Danielle Davis (associate brand manager Dove Men+Care).


CHAPTER - 03Theoretical aspects

CHAPTER - 03Theoretical aspects


3.1 Theoretical Aspects

The extent to which products with Consumers expectation. If the products performancefalls short of expectations, the buyer is dissatisfied. It the performance matches orexceeds expectations, the buyer is satisfied or delighted ( Principals of Marketing 13 th

edition, Philip kotlar & Gray amstrong).

Buyer satisfaction is the extent to which a product or service perceived performancematches a buyer’s expectation. If the products or services performance falls shortexpectations. The buyer is dissatisfied. If performance matches or exceeds expectations,the buyer is satisfied of delighted.

3.2 consumer Satisfaction

Gaining high levels of buyer satisfaction is very important to a business becausesatisfied buyers are most likely to be a loyal and to make repeat orders and to use awide range of service offered by a business.

Rather then a single definition, I think it is appropriate to provide several definitionsbecause a single definition gives the impression that there can be only one, which iscertainly not true.

Consumer satisfied is equivalent to making sure that product and serviceperformance meets buyer expectations.

Consumer satisfaction is the perception of the buyer that outcome of a businesstransaction is equal to or greater than his/her expectation.


Consumer satisfaction occurs when acquisition of products and/or serviceprovides a minimum negative departure from expectations when compared withother acquisition.

3.3 The Need to Measure consumer Satisfaction

The word ‘satisfied’ itself had a number of different meanings for respondents,which can be split into the board themes of contentment, relief, achieving aims,happy with outcome and the fact that they did not encounter any hassle.

With better understanding of buyer’ perception, companies can determine theaction required to meet the buyer ‘needs. They can identify their own strengthsand weakness, where they stand in comparison on their competitors, chart outpath future progress and improvement. Buyer satisfaction measurement helps topromote an increased focus on customer outcomes and stimulationimprovements in the work practices and processes used within the company.

3.4 Benefits of consumer Satisfaction

The importance of Consumer satisfaction and support is increasing becoming a vitalbusiness issue as organization realize the benefits of Customer RelationshipManagement (CRM) for providing effective buyer service. Professionals working withinbuyer focused business or those running call centers or help desks, need to keepinformed about the latest buyer satisfaction techniques for running a valuable buyerservice function, The importance of developing a valued relationship with customersusing CRM is essential to support buyer and long term business growth.


CHAPTER - 04Analysis of the

study


1) Do you know about the products of " Dove Soap”.

Remarks Number of respondent Percentage Strongly disagreed 0 0%Disagreed 0 0%Neutral 0 0%Agreed 10 40%Strongly Agreed 15 60%

Total 25 100%

2) This product is most preferable to you.


Total 25 100%


3) The quality of the product is accurate.

Remarks Number of respondent Percentage Strongly disagreed 0 0%Disagreed 0 0%Neutral 0 0%Agreed 1o 40%Strongly Agreed 15 60%

Total 25 100%

4) The price of the products is reasonable for the buyer.


Total 25 100%

5) It has a very good brand image.



Total 25 100%

6)"Dove Soap" meets buyer expectation perfectly.


Total 25 100%


7) I am satisfied with " Dove Soap"


Total 25 100%

8)The packaging of their product is attractive.


Total 25 100%


9) The smell of" Dove Soap" is attractive.


Total 25 100%

10) This soap is good for your skin.


Total 25 100%


CHAPTER -05Major findings


Major Findings

After analyzing this report, it can be found out the followingmajor findings:

Most of the respondents are highly satisfied with the quality ofDove Soap.

Most of the respondents believe that Dove Soap meets the buyers’expectation perfectly.

Most of the customer are not satisfied with the price of theDove Soap.

Most of the customer are satisfied with the packaging of DoveSoap.

Most of the customer are great satisfied with Dove Soap fortheir brand image.

Most of the customers are satisfied with the Dove Soap for a verygood reputation.

Overall, most of the customer are satisfied with the products andservices of Dove Soap.


CHAPTER -06Recommendation &

conclusion


Conclusion

Dove Soap. is one of the leading brand in all over the world. The system, themanagement style, the policies & decentralized decision making environment is reallyremarkable. This report is basically an attempt to identify the areas which need to beimproved.

This study has provided some interesting insight in to what kind of quality are given byDove Soap. It is quite obvious from the study that the customers are satisfied with theaspects like reputation, quality, efficiency level of the company, problem solvingsystem, flexibility , Logistics system and overall satisfactory level of Dove Soap.. It is alsofound that the buyers are very dissatisfied with some of the aspects like price.

Before survey we had idea but that was only bookish. Now after completing our surveyperiod and report on it we got practical aspect about it. It will definitely help us to seethe real views about the Dove Soap.

Recommendations

The recommendations are given below:

The competition is intense now-a-days in this sectors. .

Price of the product can be less & it will be better for the Dove Soap. Unilever should provide adequate guarantee on their products so that the

customer feel confident of buying the products of the company.

The attractive packaging of products can easily grab the customers mind. It tells aboutthe inherent products. They must create attractive packaging for their products to winthe customers and to satisfy them as a whole.


In the study, it is found that Dove Soap has been able to create very good positive brandimage about their products among the customer. So, they must give priority to thismatter. They must have to create a positive brand image about their products.

.

CHAPTER-07Bibliography and

References


Bibliography and References

This chapter mentions the Bibliography and References used to prepare this report.

Web Siteswww.dove soap.comwww.unilever.comGoogle Search engine

BooksPrinciples of marketing

SoftwareOffice 2007Adobe PhotoshopAdobe Acrobat ReaderMozilla FirefoxACD SeeAdobe Illustrator


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