sales promotion strategy of the coca cola.doc

8/9/2019 SALES PROMOTION STRATEGY OF THE COCA COLA.doc

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A

Project Report

On

“SALES PROMOTION STRATEGY OF THE COCA COLA”

(2011-2014)

For

the partial fulfillment of the requirements for the award of degree

Bachelor of Business Administration

SUPE!"SE# $%&- SU$'"E# $%&-

'r *" *+,"." /' S"/*

(Fault .f 'anagement) oll ,o 111011013

$$* !" SE'

SUBHARTI INSTITUTE OF MANAGEMENT &

COMMERCE

SWAMI VIVEKANANDA, SUBHARTI UNIVERSITY, MEERUT

1


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#E5**".,

I, /' S"/* a student of Bachelor of Business Administration from SIMC,

Meerut hereby declare that I have completed my project report on “SALS

!"#M#$I#% S$"A$&' #( $) C#CA C#LA* as part of the course

re+uirement

I further declare that the information presented in this project is true and ori-inal to

the best of my .no/led-e

/' S"/*

oll ,o& 111011013

Program& $$* !" SE'

0


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*/,.65E#+E'E,

he satisfation that aompanies the aomplishment of an tas7 would 8e

short-li9ed without the mention of the people who are instrumental in it 8eing a

suess: through onstant enouragement and guidane whih has 8een a soure

of inspiration throughout the ourse of this pro;et

" ta7e this opportunit to e


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1. INTRODUCTION !1

". INTRODUCTION OF SALES PROMOTION 1#

$. PURPOSE OF THE SALES PROMOTION 20-21

%. IMPORTANCE OF SALES PROMOTION ""!"$

&. DECISIONS IN SALES PROMOTION "%!"&

'. PRODUCT PROFILE OF THE COMPANY "'!%%

. O()ECTI*ES OF RESEARCH %&!%

+. CONSUMER MAR,ETING CHANNEL %+!%#

#. RESEARCH STUDY &-!

1-. FINDINGS AND ANALYSIS '-!1

11. CONCLUSION "!%

1". UESTIONNAIRE &!

1$. (I(LIOGRAPHY #!+-

2


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E> (or the project I

have prepared 3uestionnaires It consists of both open ended and close4ended +uestions

5ith a vie/ to find out the present conditions of Coca4cola

$he result from the study sho/s that people prefer $hums6p and Sprite, have lar-est sale in

the cate-ory of cold drin.s 7 -enerally in this cate-ory $hums6p is a more leadin- brand

Coca4cola

$hums6p

(anta

Limca

Sprite

Maa8a

9inley

&eor-ia

Co.e entered in the mar.et /ith the above products and cate-ori8ed this se-ment for +uality

conscious consumers :ue to its lead it has .ept the pace and is still a leader in this se-ment

Coca4cola brin-s bac. the fi88 to India Coca4cola, the corporate nourishin- the -lobal

community /ith the /orlds lar-est sellin- soft drin. concentrates since 1;;s top soft4drin. brands and

bottlin- net/or. %o /onder, our brands have assumed an iconic status in the minds of the

consumers

?


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.'P*,% P.F"5E

Coca4Cola Company, $he, bevera-e company and the /orld leader in soft drin. sales Coca4

Cola produces and distributes several brands in the 6nited States and internationally $he

company also produces and mar.ets many fruit juices and other non4soda bevera-es $he

Coca4Cola Company is based in Atlanta, &eor-iaCoca4Cola>s soft drin.s include its fla-ship product Coca4Cola @popularly .no/n as Co.e,

:iet Co.e, $ab, Sprite, (anta, (resca, Mello 'ello, and Bern>s root beer $he company>s

nonsoda bevera-es include Minute Maid fruit juices, !o/erAde sports drin.s, and %estea

iced tea drin.s


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I%$"#:6C$I#%


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",.#U".,

Brin-s Bac. the (i88 to India Coca4Cola, the corporate nourishin- the -lobal

community /ith the /orlds lar-est sellin- soft drin. concentrates since 1;;s top soft4drin. brands and

bottlin- net/or. %o /onder, our brands have assumed an iconic status in the minds of the

consumers

very summer it>s played out across the len-th and breadth of India very summer millions

participate in it either directly out in the hot sun or comfortably, siltin- at home /atchin- the battle on their $D sets

But the real mar.etin- action this year has been other elements on the mar.etin- miE

companies have been tryin- to eEpand mar.et by eEperimentin- /ith price, placement and

above alt product forms Cans and !$ bottles

$he total investment is of the si8e of "s ?FF crores Soft drin.s business has never seen

before Bi- players see an enormous potential in this country, /here s/i--in- a carbonated

drin. is treated a virtual luEury

Conse+uently, by the /ord standards India>s per capita consumption of three servin-s is roc.

bottom, less than nei-hborin- countries !a.istan and Ban-ladesh Also, soft drin.s, /hich

retail at any /here bet/een "s < to "s10, arc eEpensive /hen measured a-ainst purchasin-

po/er Accordin- to one study, it la.es Indian 1? hours of /or. to be able to buy a bottleG in

other countries Hhe norm s five minutes Moreover, there is a -ro/in- concern amon-

Indians for health drin.s $his /as cataly8ed by 0FF pesticide controversy reported by CS

$his report is a research on me mar.etin- operations of the Coca4 Cola at :ehradun /ith

special reference to Man-o flavored drin.s $he main objectives of research are

J $o find out the most preferred Man-o flavored drin.

J $o find out the reasons of preference

J $o find the customer purchase pattern

;


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An analysis is made based on the mar.et research that /as conducted Sample +uestionnaire

for retailer and consumer>s are included, and findin-s have been made in form of -raphs,

charts, and tables

* ealth +rowth o he "ndian Eonom

ver Since, Coca4Cola India has made si-nificant investments to build and continually

consolidate its business in the country, includin- ne/ production facilities, /aste /ater

treatment plants, distribution systems and mar.etin- channels Coca4Cola India is amon- the

countries top international investors, havin- invested more than 6SK 1 billion in India /ithin

a decade of its presence and further pled-ed another 6SK 1FF million in 0FF for its

operations

* Pure ommitment to he "ndian Eonom

$he Company has not only shac.ed up the Indian carbonated drin.s mar.et, and -ivenconsumers the pleasure of /orld4class drin.s to fill up their hydration, refreshment 7

nutrition needs but has also been instrumental in -ivin- an eEponential -ro/th to job

opportunities

reating Enormous Ao8 .pportunities

5ith virtually all the -oods and services re+uired to produce and mar.et Coca4Cola bein-

made in India, the business system of the Company directly employs approEimately


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for more than 10?,FFF people in related industries throu-h our vast procurement, supply and

distribution system $he vast Indian operations comprise 0? /holly4o/ned4 company4o/ned

bottlin- operations and another 02 franchisee4o/ned bottlin- operations $hat apart, a

net/or. of 01 contract4pac.ers also manufactures a ran-e of products for the Company #n

the distribution front, 1F4tonne truc.s, open4bay three4/heelers that can navi-ate the narro/

alley/ays of Indian cities constantly .eep our brands available in every noo. and corner of

even the countries remotest areas $hese are only some of the facts that spea. about our

commitment to the -ro/th of the Indian conomy

he 6orlds 5argest $e9erage ompan

5hile much of the /orld has chan-ed since 1;;


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.* .5* ", ",#"*

After a 1s presence in

India /as cemented in %ovember that year in a deal that -ave Coca4Cola o/nership of the

nation>s top soft4drin. brands and bottlin- net/or.

J Coca4Cola India has made si-nificant investments to build and continually improve its

business in India, includin- ne/ production facilities, /aste /ater treatment plants,

distribution systems and mar.etin- e+uipment

J :urin- the past decade, the Coca4Cola system has invested more than 6SK 1 billion in

India

J Coca4Cola is one of the country>s top international investors

J In 0FF Coca4Cola India pled-ed to invest a further 6SK1FF million in its operations

J Coca4Cola business system directly employs approEimately


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5"E*UE E!"E6

$he principal tas. of mar.etin- mana-ement is lo fulfill the aspirations of consumers, It isthus imperative to understand /hat consumers /antG ho/ they ma.e their choiceG or /hat

sources of information and influence processes etc in this process an or-ani8ation can

identity ne/ opportunities in the mar.etN evaluate and monitor mar.etin- actionsG and in

-eneral, evolve better mar.etin- pro-ram to serve the interest of consumers $hus, mar.etin-

research acts as a lin. bet/een the consumer and the mar.eter

.5E .F '*/E ESE*

"Market research is defined as the systematic and objective search for and analysis of

information relevant lo the identification and solution of any problem in field of marketing'

As per American Mar.etin- Association @AMA Mar.etin- "esearch is defined as "the

systematic gathering, recording and analyzing of data about problems in the field marketing

of goods and services.”

Mar.etin- "esearch is the function /hich lin.s the consumer, customer, and the public to the

mar.eter throu-h in formation 4in formation used lo identify and define mar.etin-

opportunities and problemsG -enerateG refine and evaluate mar.etin- actionsG monitor

mar.etin- performanceG and improve understandin- of mar.etin- as a process4Mar.etin-

"esearch is a systematic collection and analysis of information that is ultimately used in

evolvin- some mar.etin- decisions All the sta-es in mar.etin- research must be carried out

in a lo-ical mannerG it should also ensure objectivity in every step Mar.et research must not

be a mere collection of statistical information #ne must justify the choice of methodolo-y of

data collection and analysis And the researcher must not be too preoccupied /ith the

techni+ues, but instead convey the meanin- of the result in mar.etin- terms even /hen some

advanced sophisticated or advanced tool is used Li.e/ise, mar.etin- mana-ers should

provide a clear detailed scenario of the problems faced by the company before the mar.et

researcher $hey must not use M" as a fir4fi-htin- device or to justify some preconceived

actions

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E '*/E ESE* P.ESS

M" eEercise may la.e many forms but systematic en+uiry is features common to all such

forms, bein- a systematic en+uiry, if re+uires a careful plannin- of the orderly investi-ation

process $hou-h it is an over simplification lo assumes that all research processes /ould

necessarily follo/ a -iven se+uence, M" often follo/in- a -enerali8ed pattern, /hich can be

bro.en do/n and studied se+uentially

Stages in mar7eting researh proess

In the plannin- and desi-nin- a specific research project, it is necessary to anticipate all the

step that must he underta.en if the project Is to be successful in collectin- valid and reliable

information

$he steps of mar.etin- research are hi-hli-hted in the follo/in- )o/ dia-ram $hese steps

are eEplained belo/

1-#efine the pro8lem

Clear problem definition is of crucial importance in M" as in terms of both lime and money,

il is ri-htly said, "a problem welt defined is halfsolved!' Careful attention lo the problem

definition allo/s the researcher to set the proper research objectives, /hich in turn facilitate

relevant and economic data collection

After clarifyin- and identifyin- the research problem /ith or /ithout eEploratory research,

the research must be a formal s/itchmen of research objectives

"esearch objectives may be stated in +uantitative or +ualitative tarns and eEpressed as

+uestion statement by hypothesis

Planning the researh design

#nce the research problem had been defined and the objectives decidedO the research desi-n

must be developed A mallet desi-n is 0 master plan specifyin- the procedure for collectin-

and analy8in- the needed information It represents the frame/or. for research action $he

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objectives of the study discussed in the previous step are included in the research desi-n to

ensure that data collected is relevant to the objectives $he researcher must at this sta-e also

determine the type source of information deeded, the data collected methods4, the samplin-

methodolo-y and @he data timin- and possible costs of the research

Fig& 'ar7et esearh Proess

1?

:efinin-

Statement of research objectives

(ormulation of conclusion

!lannin- a research desi-n

!lannin- the sample

Collectin- the data

Analy8in- the data

!repare and present the report


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he +rowing orporate 6ith an E9er-efreshing #rin7

$hat first year, !emberton sold 0? -allons of syrup, shipped in bri-ht red /ooden .e-s "ed

has been a distinctive color associated /ith the number one soft drin. brand ever since (or

his efforts, !emberton -rossed 444444 K?F and spent44444 K=< on advertisin- By 1;=1,

Atlanta entrepreneur Asa & Candler had ac+uired complete o/nership of the Coca4Cola

business 5ithin four years, his merchandisin- flair helped eEpand consumption of Coca4

Cola to every state and territory In 1=1=, $he Coca4Cola Company /as sold to a -roup of

investors for4444 K0? million "obert 5 5oodruff became president of $he Coca4Cola

Company in 1=0, and his more than siE decades of leadership too. the business to unrivaled

hei-hts of commercial success, ma.in- Coca4Cola an institution the /orld over

/now *8out .ur +lo8al $ottling Sstem

$oday, our products reach consumers and customers around the /orld throu-h a vast

distribution net/or. made up of local bottlin- companies $hese bottlers are located around

the /orld, and most are independent businesses 6sin- syrups, concentrates and bevera-e

bases produced by $he Coca4Cola Company, our -lobal bottlin- system pac.a-es andmar.ets products, then distributes them to more than 12 million retail outlets /orld/ide$he

Coca4Cola Company is committed to assistin- its bottlers /ith the functions of an efficient

bottlin- operation and initiatin- +uality systems to ensure the hi-hest +uality products for our

consumers

/now he $ottling istor .f oa-ola

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Coca4Cola be-an as a fountain product, but candy merchant oseph A Biedenharn of

Mississippi /as loo.in- for a /ay to serve this refreshin- bevera-e at picnics )e be-an

offerin- bottled Coca4Cola, usin- syrup shipped from Atlanta, durin- an especially busy

summer in 1;=2

In 1;==, lar-e4scale bottlin- became possible /hen Asa Candler -ranted eEclusive

bottlin- ri-hts to oseph B 5hitehead and Benjamin ( $homas of Chattanoo-a, $ennessee

$he contract mar.ed the be-innin- of $he Coca4Cola Company s uni+ue independent

bottlin- system that remains the foundation of Company soft drin. operations

oa-ola $ottles *s 'emora8le *s he #esign

Bac. then, soda bottles /ere all very similar And Coca4Cola had many imitators, /hich

consumers /ould be unable to identify until they too. a sip $he ans/er /as to create a

distinct bottle for Coca4Cola As a result, the contour bottle for Coca4Cola /ith the shape

no/ .no/n around the /orld /as developed in 1=1? by the "oot &lass Company

oa-ola +ets the First hange of aste in 133D

In 1=;?, a ne/ cola emer-ed from laboratory research $hrou-h internal evaluations and

thousands of blind taste tests, consumers said they preferred it over both Coca4Cola and its

primary competition As a result, in April 1=;?, theCompany proudly introduced the ne/

taste of Co.e 4 the first chan-e in the secret formula since the product /as created in 1;;


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",.#U"., .F S*5ES

P.'.".,

1;


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",.#U"., .F S*5ES P.'.".,

Sales promotion includes those sales activities that supplement both personal sellin- and

advertisin- and coordinate them and ma.e them effective, such as display, sho/s,

demonstration and other non4recurrent sellin- effort not in the ordinary routine

In simple /ords sales promotion can be defined as an activity ta.en up to boost the sales of

the product It can include a host of activities li.e advertisin-, campai-ns, handlin- public

relation activities, distribution of free samples, offerin- free -ifts, conductin- trade fairs,

eEhibition and competitions, offerin- temporary price discounts, launchin- door to door

sellin- and telemar.etin- etc

Compared to any other elements of the promotion miE, sales promotion is more action

oriented It helps in stimulatin- the customers to buy the product increasin- concern for

value for money amon- customers has brou-ht sales promotion to the centre sta-e,as

customer have become more responsive to promotion offers, discountsP-ift coupons and

point of purchase displays

1=


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PURPOSE OF THE SALES

PROMOTION

0F


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PUP.SE .F E S*5ES P.'.".,

$he purpose of the sales promotion is to boost the sales of a product by creatin- demand

ie,both consumer demand as /ell as trade demand It improves the performance of middle

men and acts as a supplement to advertisin- and personal sellin-

Sales promotion also helps in achievin- the follo/in- purposesN

ncoura-e the customer to try any product

Attract ne/ customers

ncoura-e the customer to use the product or service and ma.e them brand loyal

Counter a competitors promotional activities

01


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IMPORTANCE OF SALES

PROMOTION

00


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"'P.*,E .F S*5ES P.'.".,

Sales promotion plays a vital role /henN

1 Sellers introduce ne/ products or ne/ brands in the mar.et this calls for the

companies to indul-e in sales promotion activities by providin- eEtra incentive to the

customers to ma.e the customers a/are of their offerin-s and to increase sales

0 5hen an economy is -oin- throu-h a recessionary phase customer become more

price sensitive Sales of different companies come do/n drastically as mar.ets under

perform Mar.eters can tac.le this problem /ith the help of promotional tools li.e

offerin- -ift or discount coupons, -ifts, contests, s/eepsta.es, etc to the customers

$he seller aims at tri--erin- the impulsive buyin- behavior of the customers2 A company see.s to obtain -reater cooperation from its retailers

0


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#E"S".,S ", S*5ES

P.'.".,

02


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#E"S".,S ", S*5ES P.'.".,

!roduct characteristics firm operate, li.e si8e, /ei-ht, cost, durability, etc and the tar-et

audience characteristics li.e -eo-raphic location, demo-raphics, etc play an important role

in helpin- the company choose the most desirable sales promotion method #ther factors that

influence the promotion decisions can be the si8e of the mar.et, the distribution net/or. of

the firm, the political and le-al environment in /hich the firm operates

Sales promotion can be directed either at consumer in the form of consumer sales promotion

or at distribution channel in the form of trade sales promotion

.,SU'E S*5ES P.'.".,N

$his type of sales promotion is tar-eted at the end consumers Customer sales promotion is a

“pull strate-y* and encoura-es the customers to ma.e a purchase

*#E S*5ES P.'.".,&

$his type of sales promotion is tar-eted at the distribution channel It is a push strate-y and

encoura-e the channel member to stoc. the product $his is the usually .no/n as sellin- into

the trade $his form of promotion is usually not advertised, as it is an internal affair bet/een

the company and its distribution net/or. partner

0?


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P.#U P.F"5E .F E

.'P*,%

0


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P.#U P.F"5E .F E .'P*,%

Coc/!Co0/

$he /orlds favorite drin. $he /orlds most valuable brand $he most reco-ni8able /ordacross the /orld after #9 Coca4Cola has a truly remar.able herita-e (rom a humble

be-innin- in 1;;


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popular and had entered the youths vocabulary In 0FF0, Coca4Cola launched the campai-n

“$handa Matlab Coca4Cola* /hich s.y4roc.eted the brand to

ma.e it Indias favorite soft4drin. brand In 0FF, Co.e /as available for just "s ? across

the country and this pricin- initiative to-ether /ith improved distribution ensured that all

brands in the portfolio -re/ leaps and bounds

Coca4Cola had si-ned on various celebrities includin- movie stars such as 9arishma 9apoor,

cric.eters such as Srinath, Sourav &an-uly, southern celebrities li.e Dijay in the past and

today, its brand ambassadors are Aamir 9han, Aish/arya "ai, Dive. #beroi and cric.eter

Direndra Seh/a-

&lass !$ Can (ountain

0FFml, FFml, ?FF ml,

1FFF ml

?FFml, 1?L, 0L, 00?L,

?FF ml Q 1FF mlF ml Darious Si8es

0;


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T234Up

Strong ola aste: E


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Internationally, (anta 4 $he >oran-e> drin. of $he Coca4Cola Company, is seen as one of the

favorite drin.s since 1=2F>s (anta entered the Indian mar.et in the year 1==

#ver the years (anta has occupied a stron- mar.et place and is identified as $he (unCatalyst

!erceived as a fun youth brand, (anta stands for its vibrant color, temptin- taste and tin-lin-

bubbles that not just uplifts feelin-s but also helps free spirit thus encoura-in- one to indul-e

in the moment $his positive ima-ery is associated /ith happy, cheerful and special times

/ith friends


0FF ml, FF ml,?FFml,1?L,0L,00?L,?FFml

Q 1FF ml

F ml Darious Si8es

L53c/

F


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Lime n> lemoni Limca , the drin. that can cast a tan-y refreshin- spell on anyone, any/here

Born in 1=1, Limca has been the ori-inal thirst choice, of millions of consumers for over

decades$he brand has been displayin- healthy volume -ro/ths year on year and Limca

continues to be the leadin- flavour soft drin. in the country

$he success formulaR $he sharp fi88 and lemoni bite combined /ith the sin-le minded

positionin- of the brand as the ultimate refresher has continuously stren-thened the brand

franchise Limca ener-i8es, refreshes and transforms :ive into the

8in-y refreshment of Limca and /al. a/ay a ne/ person


0FF ml, FF ml, ?FF ml,

1FFF ml

?FFml,1?L,0 L, 00? L,

?FF ml Q 1FF mlF ml Darious Si8es

Spr5te

1


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5orld/ide Sprite is ran.ed as the %o 2 soft drin. 7 is sold in more than 1=F countries In

India, Sprite /as launched in year 1=== 7 today it has -ro/n to be one of the fastest -ro/in-

soft drin.s, leadin- the Clear lime cate-ory

$oday Sprite is perceived as a youth icon 5hyR 5ith a stron- appeal to the youth, Sprite

has stood for a strai-ht for/ard and honest attitude Its clear crisp refreshin- taste encoura-es

the today>s youth to trust their instincts, influence them to be true to /ho they are and to obey

their thirst

M//6/


0FF ml, FF

ml,

?FFml,1?L,

0L,00?L,?FF ml Q 1FF mlF ml Darious Si8es

0


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Maa8a /as launched in 1=


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5ater, a thirst +uencher that refreshes, a life -ivin- force that /ashes all the toEins a/ay A

ritual purifier that cleanses, purifies, transforms 5ater, the most basic need of life, the very

sustenance of life, a celebration of life itself

$he importance of /ater can never be understated !articularly in a nation such as India

/here /ater -overns the lives of the millions, be it as part of everyday rituals or as the

monsoon /hich -ives life to the sub4continent 9inley /ater understands the importance and

value of this life -ivin- force 9inley /ater thus promises /ater that is as pure as it is meant

to be 5ater you can trust to be truly safe and pure

9inley /ater comes /ith the assurance of safety from the Coca4Cola Company $hat is /hy

/e introduced 9inley /ith reverse4osmosis alon- /ith the latest technolo-y to ensure the

purity of our product $hat>s /hy /e -o throu-h ri-orous testin- procedures at each and

every location /here 9inley is produced

./E #"E

2


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:iet Co.e /as born in 1=;0 and +uic.ly became the %o 1 su-ar4tree drin. in

diet4conscious America 9no/n as :iet Co.e in the 6S, Canada, Australia and

&reat Britain, and as Coca4Cola li-ht hi other countries, it>s no/ the %o soft

drin. in the /orld

It>s the drin. for people /ho /ant no calories, but plenty of taste Ad campai-nOG

around the /orld for :iet Co.e share a playful, sophisticated and fun4lovin-

attitude

SU,F"55

Sunfill po/der drin. has been developed locally based on the Indian consumer preferences

5e have .ept in mind the Indian palate @$aste P S/eetness P Sourness P oran-e flavor Sunfill

is also present in other countries, either in the form of a fruit juice based drin., or in the

po/dered concentrate form in countries li.e Indonesia, Sri Lan.a and Ban-ladesh It has

been developed usin- $he Coca4Cola Company>s eEpertise in the bevera-e business

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9eepin- in mind the affordability factor and the competition, Sunfill is available in three

variants4 Sunfill "e-ular, Sunfill Anand and Sunfill $aran- Sunfil ia -reat tastin-,

convenient and economical

Sunfill "e-ular priced at "s 0?F per serve -ives the consumer a /orld4class product, /hich

not only is very convenient but also has a very attractive price $he product is available in

sin-le serve @0-ms 7 multi serve @03#-me and in 2 flavours4 #ran-e, lemon, Man-o and

!ineapple

!*,"55* ./EDanilla Co.e /as launched in 0FF0 in %orth America and subse+uently in various other

mar.ets across the /orld and met /ith, immense success $he idea of the refreshment of

Coca4Cola /ith a hint of Danilla /as found very appealin- /hen tested in India and /e

launched Danilla Co.e in April 0FF2 $he $handa Matlab Coca4Cola campai-n, /hich /as

launched in 0FF0, had made Coca>Cola India>s favourite soft drin. and this helped launch

Danilla Co.e as Ice4Creamy $handa>, thereby ma.in- the ne/ brand somethin- familiar and

comfortable to the consumer


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Danilla Co.e /as launched /ith a hi-h profile $DC featurin- teen heartthrob Dive. 3beroi

in a remar.ably ne/ and different retro avatar

+E.+"*

In the company>s journey to/ards the vision leadin- the bevera-e revolution in India>, no/

even &aram matlab Coca4Cola A hot ne/ launch from Coca4Cola India

+eorgia: qualit tea and offee served from state of the art vendin- machines is positioned

to tap into the nations bi--est bevera-e cate-ory


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&eor-iaG /hich promises a -reat tastin-, consistent, hy-ienic and affordable cuppa ie

available in a ran-e of si88lin- flavours, adra., elaichi, masala and plain tea, cappuccino,

mochaccino and re-ular coffee

&eor-ia is currently in the roll out sta-e after a successful launch in :elhi 7 9ol.ata

&eor-ia aims to become the consumers preferred choice of hot levera-e /hen he is on the

-o4 the brand is /ell on course to achievin- its vision

U*5"% E,!".,'E,

ualit *ssuranes of * $illion

$he Coca4Cola Company eEists to benefit and refresh everyone it touches (or us, 3uality is

more than just somethin- /e taste or see or measure It sho/s in our every action 5e

relentlessly strive to eEceed the /orld>s ever4chan-in- eEpectations because .eepin- our

;


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3uality promise in the mar.etplace is our hi-hest business objective and our endurin-

obli-ation Consumers across the -lobe choose our brand of refreshment more than a billion

times every day because Coca4Cola is

$he Symbol of 3uality

Customer and Consumer Satisfaction

A "esponsible Citi8en of the 5orld

P.'"SE

he oa-ola ompan e


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Introduction

e9# !olicy

nvironment !erformance Indicators

he oa-ola e/. sstem is go9erned 8 ma;or poliies Eah of these poliies are

supported 8 speifi requirements and praties that go9ern our dail operations

* ommitment o 5ead

ompliane *nd $eond

*ounta8ilit

'inimiGing "mpat 'a


41/81

$US",ESS P5*,,",+

#perations plan environmental mana-ement activities throu-h annual business plannin-

$op mana-ement periodically revie/s the pro-ress on implementation of environmental

projects

E,!".,'E,*5 #UE #"5"+E,E

#perations conduct environmental due dili-ence assessments prior to ac+uirin-, sellin- or

leasin- real estate

$he Company conducts due4dili-ence assessments of Company4led real estate

transactions

*.U,*$"5"%

5e are accountable for our actions $he Coca4Cola Company conducts audits of its

environmental, health and safety @)S performance and practices, documents the findin-s

and ta.es necessary improvement actions

E,!".,'E,*5 ? S*FE% *U#"S

$he Company>s corporate function conducts )S compliance audits of all company

o/ned bottlin- operations and other facilities identified by Corporate Le-al at

re-ular intervals

21


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Local Company mana-ement @ie, :ivisionsP"e-ions conducts internal )S

audits periodically

he +olden Peao7 En9ironment 'anagement *ward$he &!MA is desi-ned to encoura-e and reco-ni8e effective implementation of

environmental mana-ement system and this achievement has been made possible by the

plants adherence to Coca4Colas total +uality pro-ram called $he Coca4Cola 3uality system

@$CC3S $CC3S is all encompassin- mana-ement system @$otal 3uality coverin-

environment mana-ement and other business aspects such as safety and loss !revention

@SL!, product +uality, pac.a-in- +uality, process capability improvement and customer

satisfaction

&!MA has been instituted by the Institute of :irectors in association /ith 5orld

nvironment (oundation @5( and is desi-ned to encoura-e and reco-ni8e effective

implementation of environment mana-ement system $he a/ards are -iven separately for

manufacturin- and service or-ani8ations, and are assessed under the follo/in- cate-ories,

vi8, Lar-e nterprises @0?1 and above employees, Medium nterprises @?1 to 0?F

employees, and Small nterprises @up to ?F employees

5( is a non4profit %, /hich strives to foster partnerships and improve lin.s bet/een

industry and environmentalists for developin- innovative strate-ies to minimi8e the

environmental de-radation

20


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5"FE * ./E

he Seret .f Formula

Commitment, tempered by !assion and seasoned /ith a -reat deal of (un is the Co.e /ay of

life :ra/in- upon our collective ener-ies, this Secret (ormula drives us to achieve -reater

results collaboratively and thorou-hly enjoy ourselves /hile doin- it $he pace, ener-y and

passion of our people constitute the invisible -lue that ma.e us one of the most sou-ht after

/or.places

Partiipati9e 5eadership

"i-ht from our interactions in the mar.et, our Business !lannin- and our Brand launches, to

our mployee n-a-ement !ro-rams, our Dalues A-enda, and employee processes, every

system is available for continuous improvement A learnin- atmosphere, enabled by our

Manifesto for &ro/th, helps us see. and replicate the leanin-s from /ithin and outside our

or-ani8ation #ur n-a-ement pro-rams enable us to eEamine,

validate and improve ourselves, constantly #ur collea-ues involve themselves in our

opportunities for participative leadership volunteerin- for /or. -roups that assist decision4

ma.in- in critical processes

2


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22


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.$AE"!ES .F

ESE*

2?


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.$AE"!ES .F ESE*

$o understand the retail mar.et alon- /ith mana-ement of distributor and retailer It helps to

increase my .no/led-e about the most sou-ht after industry as /ell as understandin- several

of sales and mar.etin- $o study about distribution channels this basic objective of this

research is to find out the ans/er the follo/in- +uestion

$his research report is done in the area of Mar.etin- in Coca4Cola in Ali-arh re-ion $he

topic covered in this chapter illustrate the study of promotional tools adopted by the company

to achieve competitive advanta-e /hile at the same time providin- increased satisfaction to

customers Many analysts believe that the distribution factor is underappreciated for its

potential to contribute to the efficiency and effectiveness of a companys overall mar.etin-

operation As companies attempt to cultivate -lobal mar.ets, channel desi-n and strate-y are

critical to success in ta.in- advanta-e of -lobal mar.et opportunities

"SSUES ", *,,E5 '*,*+E'E,

Mana-ers must be prepared to deal /ith several challen-in- issues in mana-in- the

channel of distribution %o matter ho/ much care has been eEerted analy8in- the factors that

affect channel desi-n, issues /ill arise related to promotion in the channel, cooperation and

conflict in the channel, and po/er in the channel

2


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PUS !ESUS PU55 P.'."., ", E *,,E5

"e-ardin- the effects on the promotional miE of a companys decision to use a push

versus a pull strate-y $his strate-y fi-ures prominently once a-ain as an issue in channel

mana-ement $he issue is the eEtent to /hich a producer /ill use promotion to pull a

product throu-h the channel versus pushin- the product at each level of distribution A pull

promotion strateg is implemented by producers by promotin- a product eEtensively and

creatin- so much demand at the end4user level that /holesalers and retailers are essentially

forced to carry the item in inventory !ullin- a product effectively re+uires a heavy

advertisin- effort and often includes the use of sales promotion Conversely, a push

promotion strateg relies primarily on personal sellin- and the sales force to sell the product

at each successive level in the channelN the producers sales representatives sell to

/holesalers, /holesalers sell to retailers, and retailers sell to consumers

(or a company that is financially capable of implementin- a pull strate-y, there are

t/o distinct benefits (irst, a pull strate-y provides -reater control over intermediaries

5holesalers and retailers reali8e it is in their best interest to fill the demand created at the

end4user level Second, if a producer can successfully pull a product throu-h the channel

/ith promotion, then less pressure is put on personal sellin- at the /holesale and retaillevels, /hich do not al/ays function to the producers complete satisfaction any/ay

2


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onsumer 'ar7eting hannel

2;


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onsumer 'ar7eting hannel

@F4Level @14Level @04Level @Level

2=


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RESEARCH STUDY

?F


51/81

ESE* SU#%

$his chapter deals /ith the follo/in- issues related to research study

• "esearch #bjective

• "esearch Methodolo-y

• "esearch Methodolo-y Adopted

?1


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ESE* .$AE"!ES

$he objective of this project is

J $o .no/ the preference pattern of consumers

J $o jud-e the brand preference amon- people and to find out the impact of

advertisin-

J $he most effective media of sales promotion and -au-e consumer>s, reaction to promotional effort,

J $o .no/ the opinion of people about the brand name

J $o assess the brand loyalty amon- consumers

?0


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ES*E 'E.#.5.+%

$ype of "esearch N :escriptive "esearch :esi-n

Method of "esearch N :ata Collection Method

Samplin- Method N "andom Samplin-

Sample Si8e N 1FF samples

%ature of research N Eploratory method of research

Proposed methodolog for the pro;et is as follows&

• :efinin- the project objective

• Selection of the data collection method

• Selection of the method of the analysis

• :ata collection

• :ata analysis

• "eportin-

ESE* 'E.#.5.+% ESE* #ES"+,

A research desi-n is a type of blue print prepared dependin- on the various types of the print

available for the collection, measurement and analysis of data A research desi-n calls for

developin- of most efficient plan for -atherin- the needed information $he desi-n of a

research is based on the purpose of the study

A research desi-n is the specification of the methods and procedures for ac+uirin- the

information needed It is overall operational pattern or frame/or. of the project that

stipulates /hat information is to be collected from /hich source and by /hat procedures

?


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%PES .F ESE*

J Eploratory "esearch

J :escriptive "esearch

Mar.etin- practitioners /ho -enerally use the term +ualitative and +uantitative instead of

eEploratory or descriptive do -enerally not use these terms But the terms +uantitative and

+ualitative su--est the character of the data under process by /hich they are -athered rather

than the fundamental objective than the research

E


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H F.US +roups- $his -roup consists of ; to 1F respondents /ho meet /ith a

moderatorP analyst for a -roup discussion focused on a particular product or

particular cate-ory

#esripti9e Stud&

is under ta.en in many circumstances 5hen the researcher is interested in .no/led-e the

characteristics of certain -roup such as seE a-eG educational levelG occupation and incomeG

interested in .no/in- the proportion of -ive population /ho have behaved in a particular

mannerG ma.in- the projections of certain thin-sG or determinin- the relationship bet/een

t/o or more variables, descriptive study may be necessary

:escriptive data are commonly used as directed bases for mar.etin- decisions $hese are/ell structured :esi-n in such studies must be ri-id and fleEible and focus attention on the

follo/in-

J 5hat the study is about and /hy is it bein- madeR

J 5hat techni+ues of -atherin- data /ill be adoptedR

J )o/ much material /ill he neededR

J 5here can the re+uired data be foundR

J !rocessin- and analy8in- the data

J "eportin- the findin-s

:escriptive research can be done /ith the help of +uantitative research desi-n

??


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uantitati9e researh design

If the descriptive information is needed than research underta.en is +uantitative $he choice

of data collection, techni+ues for this study includes

H .8ser9ation- By /atchin- people, observational researchers -ain a better understandin- of /hat a product symboli8es to a consumer, and -reater insi-ht into the bond

bet/een people and products that is essence of brand loyalty

H E


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'E.#S .F S*'P5",+

• !robability Samplin- is also .no/n ae random sampling or chance sampling. 6nder

this samplin- desi-n every item of the universe has an e+ual chance, or probability, of bein-

chosen for the sample $his implies that the section of the sample items is independent of the persons ma.in- the study ie, the samplin- operation is controlled objectively so that the

items /ill be chosen strictly at random !robability samplin- ta.es the form of

J Simple "andom Samplin-

J Systematic Samplin-

J Stratified Samplin-

J Cluster 7 Area Samplin-

J Se+uential Samplin-

J Multi sta-e Samplin-

• %on !robability Samplin- is also .no/n as deliberate sampling, purposive and

judgmental sampling. %on4probability samplin- is those that do not provide every item in the

universe /ith a .no/n chance of bein- included in the sample %on probability samplin- are

of follo/in- typeN

J Convenience Samplin-

J 3uota Samplin-

J ud-mental Samplin-

J !anel Samplin-

$he samplin- method used here is %on !robability Samplin- in /hich convenience

Samplin- has been used $he total sample unit is 1FF consumers

?


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#** .55E"., 'E.#

Collection of data is the first step in statistics the -oal of conclusion $he data collection

process follo/s the formulation of research desi-n includin- the sample plan :ata can besecondary or primary, can be collected usin- variety of tools

• olletion of Primar #ata durin- the course of doin- eEperiments in a

eEperimental research but in case /e do research of descriptive type and performs

surveys, /hether sample surveys or census surveys, the /e can obtain primary data

either throu-h observations or throu-h direct communications /ith respondents hi

one form or the another or throu-h personal intervie/s $his, in other /ords, means

that there are several methods of collectin- primary data, particularly in surveys and

descriptive researches Important ones areN

J #bservation method

J Intervie/ method

J $hrou-h +uestionnaires

J $hrou-h schedules

J 5arranty cards

J :istributor audits

J !antry audits

J Consumer panels

J 6sin- mechanical devices

J $hrou-h projective techni+ues

J :epth intervie/s

J Content analysis

In mar.etin- research, field survey is commonly used to collect primary data from

respondents Surveys can bea !ersonal

b Mail

c $elephonic

It is> common practice to use structured +uestionnaires prepared in advance, to elicit the

necessary from the respondents 5hether it is personal or mail survey, it is necessary to

?;


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desi-n suitable +uestionnaire, conduct a pilot survey and underta.e a presettin- of the

+uestionnaire $he pre4testin- /ill enable the researcher to reali8e the shortcomin-s of his

+uestionnaire

Seondar #ata means that data that are already available ie, they refer to data, /hich

have already been collected and analy8ed by someone else 5hen researcher utili8es

secondary data, he has to loo. into various sources from /here he can obtain data 6sually

published data is available in

• Darious publications of central, state and local -overnment

• Darious publications of international bodies

•

$echnical 7trade journals• Boo.s, ma-a8ines, 7 ne/spapers

• "eports and publications of various associations connected /ith

business and industry, ban.s, stoc. eEchan-e etc

• "eport prepared by research scholars, universities, economist, etc, in

different fields

• !ublic records and statistics, historical documents and other sources of

published information,

ESE* 'E.#.5.+% *#.PE#

"esearch :esi-n :escriptive "esearch

"esearch Instrument Structured non4dis-uised +uestions

Samplin- !lan

J Sample Method %on4!robability Samplin-

J Sample Si8e 1FF

J Sample 6nit Consumers

Samplin- :esi-n Convenience Samplin-

Soures of #ata

J !rimary :ata Structured %on4:is-uised 3uestionnaire

J Secondary :ata ournals, Boo.lets, etc

?=


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6hih soft drin7s produts do ou saleI

*,*5%S"S&- $he "etailers are sellin- cold drin.s /ith these percenta-e

li.e Co.e 00T, !epsi 0;T and both ?FT

Produts J of Sellers

o7e 22

Pepsi 23

$oth 0


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*re ou satisfied with the funtion of the mar7eting "ntermediariesI

*,*5%S"S& - $he Satisfaction levels /ith mar.etin- Intermediaries are =FT 'es and

1FT %o, "esponses are -iven by sellers

Fators J of esponses

%es B0

,o 10


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ow do ou get deli9erI

*,*5%S"S& 4 :elivery of products 22T by "etailers, 0T by 5hole sellers,

1


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"f 6hole seller: then what 8enefits does ou findI

*,*5%S"S&4 If /hole sellers than benefits /ith /hole sellers, $he !rofit

mar-in is 1T, $ransportation cost 1=T, asy availability 1=T, :estroy of

bottles 1=T, and :elivery on time 10T

Fators J in esponsesransportation ost 1B

Profit 'argin C1

Eas *9aila8ilit 1B

edues destro of produt 1B

#eli9er on ime 12


65/81

"f etailer: then what 8enefits does ou findI

Fators J in esponses

ransportation ost 14

Profit 'argin 2C

Eas *9aila8ilit 41

edues destro of produt

#eli9er on ime 1


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*,*5%S"S&-

If "etailer than benefits /ith "etailers, $he !rofit mar-in is 0T,$ransportation

cost 12T, asy availability 21T, :estroy of bottles ?T and :elivery on time 1T

"f *gen holders (;o88er): then what 8enefit do ou findI

Fators J in esponses

ransportation ost 1C

Profit 'argin 2

Eas *9aila8ilit CD

edues destro of produt 1C

#eli9er on ime 1C


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*,*5%S"S& - If obbersPA-ency holders than benefits /ith A-ency holders

@jobbers, $he !rofit mar-in is 0?T, $ransportation cost 1T, asy availability


68/81

*,*5%S"S&- $he particular brand Co.e -ives re+uired return $he

responses are -iven buy "etailersPA-ency holdersP:istributors as < T of 'es

and 02 T of %o

#o ou satisfied with the ompan poli that pro9ides diretl to sellerI


%es 3

,o 22


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*,*5%S"S& - "etailersPA-ency holdersP:istributors are satisfied /ith the

company policy, the responses are -iven by "etailersPA-ency

holdersP:istributors ; T of 'es and 00 T of %o

a9e ou reei9ed all the shemes offered 8 the ompanI


%es 2

,o 23


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*,*5%S"S&- "etailersPA-ency holdersP:istributors have received all

schemes offered by the company $he responses are 0 T of 'es and 0; T of

%o

#o ou thin7 o7e is most suita8le in the wa of soft drin7s produtsI


%es D3

,o C2

F


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*,*5%S"S& - Co.e is most suitable in the /ay of soft drin. products for

"etailersPA-ency holdersP:istributors $he


72/81

0


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.,5US".,

$he conclusion of "esearch "eport sho/s thatN

$he "etailers prefer the co.e brands li.e $hums up, Coca4Cola, Limca, Sprite, and

Maa8a

$he more satisfaction level is increased by Co.e

Co.e products easy available in retail shops

Co.e -ives re+uired return to "etailersPA-ency holdersP:istributors

Co.e is most suitable brands in cold drin.s Industry


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E.''E,#*".,S *,# SU++ES".,S

$he Company should come up /ith better promotional schemes and services

$he field staff of company needs to be more co4operative /ith our sellers

$he ASM of the company must -o for a re-ular visit in the areas to solve the

problems of retailers

!roper sales forecastin- should be done

$he companies provide competitive rates and schemes

"outine service of the delivery vehicle should be carried out

Eplicit defined authority has to maintain all the flavors in the season and after season

@li.e Sprite and Co.e

$he company personnel have to maintain all the flavors in the season and after season

@li.e Sprite and Co.e

$he company personnel have to maintain proper supply in the mar.et

!revious year sales and overall performance of the retailers should be considered for

providin- facilities

$o ma.e relationships /ith retailersPa-ency holdersPdistributors

2


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?


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QUESTIONNAIRE

,*'E KKKKK #*E

*##ESS KKKKKKKKKKKKKK P,. KKKKKKKKKKK

UESTIONS ARE (EING AS,ED FROM THE RETAILERS IN ALIGARH REGION8

314 5hich soft drin.s products do you saleR

Co.e @

!epsi @

Both @

304 Are you satisfied /ith the function of the mar.etin- IntermediariesR

'es @

%o @

34 )o/ do you -et deliveryR

5holesalers @


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"etailers @

obbers @

Manufacturers @

324 If 5hole sellers, then /hat be nefits do you findR

$ransportation Cost @

!rofit Mar-in @

asy Availability @

"educes destroy of product @

:elivery on $ime @

3?4 If "etailer, then /hat benefits does you findR

$ransportation Cost @ !rofit Mar-in @

asy Availability @

"educes destroy of product @

:elivery on $ime @

3


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34 :o you thin. that particular brand Co.e -ives you re+uired returnR

a 'es @

b %o @

3;4 :o you satisfied /ith the company policy that provides directly to sellerR

a 'es @

b %o @

3=4 )ave you received all the schemes offered by the companyR

a 'es @

b %o @

31F4 :o you thin. Co.e is most suitable in the /ay of soft drin.s productsR

a 'es @

b %o @

Signature

;


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=


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;F


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$"$5".+*P%

5eb sites4

///cocacolaindiacom

///-oo-lecom

Mar.etin- Mana-ement Boo.sN4

!hilip 9otler

9otler 7 9eller
http://www.coca-colaindia.com/http://www.google.com/http://www.coca-colaindia.com/http://www.google.com/

sales promotion strategy of the coca cola.doc

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